Posts Tagged 'social media'



Is Social Media Marketing Effective?

Thanks to the folks at MDG

Infographic: The ROI of Social Media

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Retail and Social Media by the Numbers

I’m doing some work in the retail sector right now and thought I would share this great Infographic from Campalyst. Though it’s from May of 2012, and we know how quickly things change in the space, it’s still a pretty bangin visual.


Infographic by Campalyst

Social Media for Business in 2012 [Infographic]

Since it was a short week, we’re going to go with an infogrpahic from Patricia Redsicker.

2012 Social Media Report How Marketers Are Using Social Media for Business in 2012 [Infographic]

When Does Social Media Really Work?

The beauty of social media isn’t in the online connections.  It’s not about the numbers, never has been.  OK,  maybe it is to marketers, but that’s because they operate from a different perspective.  No the beauty of social media is in it’s potential.  It’s potential to connect people from divergent backgrounds or in the same city or that have the same common interests.  It can really connect people in infinite ways.   That may seem somewhat preachy or full of green meadows, unicorns and rainbows but it’s true.

Recently in the Wall Street Journal, there was an article titled , Why Successful Branding Still Happens Offline.  The article was good but it was really similar to a thousand other articles that I have read over the years about how brands need to do this or that in social in order to be successful.  As I neared the end of the piece, I read the following:

The great social wave is an opportunity that no business can afford to ignore or look at myopically. It’s happening all around us – and to the continuing surprise of many, it’s mostly happening face-to-face

I’ve said the first part of that sentence, again, a thousand times about ignoring social at your own peril, blah, blah,blah.  But the back half of the sentence struck a nerve.  It’s mostly happening face to face.  Basically where social takes off and takes on magical tones is when we get to associate a name with a physical face and voice and not an avatar.  Going to a conference and meeting that person that you have had tens of twenty or hundreds of conversations with on Twitter or Facebook or blog comments.  That’s the money shot.

Whether you do business with someone online or whatever it is you or your company might do with social, it’s always going to be or should be based on some type of interaction and then some type of result.  Taking social offline should be the goal of every online social media encounter worth its weight.

Social Media and The Olympics

Two things for you to check out. First check out the infographic below and second, check out this link: http://hub.olympic.org/

On Being Relevant in Digital

“Social” claims or has been claimed to do everything and it really has become quite the game changer.  In fact, did you know that it can actually boil the ocean? OK, so I’m kidding, but the point is this-One thing that social media does and has done, is that it has spurred or enhanced or magnified relevance in everything that online and offline touch now.

Even if you were not relevant before, now you have a chance to be, thanks to digital and social.

But step back from every situation and I mean every situation, and it’s really less about social and more about an age of relevance. Social is just the lipstick.  Chew on that a bit.  Yes, we definitely live in a digital age now and yes, we definitely live in the age of social media and yes it’s definitely all about the conversation.  But, what digital, social and the conversation have definitely done  is that they have snapped a piece of relevance onto everything that we now come in to contact with. It’s actually a two way street. Relevance shapes our social and digital engagements and our digital and social engagements become more relevant the more hyper focused they are to what we are all about and what we want and demand.

It surprises me that others have not really focused on this. Until Now.

Accenture Interactive has just come out with a couple of pieces of thought leadership on the “Era of Relevance.” (Full disclosure-Accenture is a client of mine) Though Accenture Interactive is talking about relevance at scale for the enterprise, the underlying theme remains unchanged-when you or I are marketing, conversing, buying, shopping, or selling-relevance is the tipping point in the transaction or transformation.

I would highly recommend reading the pieces from AI because they really do focus on one of the larger straws that stirs the drink.

Business Myopia-The Need To Realign Hope And Reality With Your Social Business

A lot of companies are going to transition to becoming a social business and fail horribly at it. It’s not entirely their fault. You might be sitting there and asking why not. Look no further than their website. It starts there. Here’s a real world example. 3 days ago I was on the phone with a prospective client, before I got on the phone I did a little research. First I wanted to look at their source code. I wanted to see what they thought of themselves. Regardless of who built the site, the meta tags that lie underneath can tell you a lot about what a company thinks they are, of how they view themselves.

I know, in the grand scheme of things meta tags don’t matter, but ahhhh, they do. It let’s people like me get a quick understanding of whether a client or company gets the rudimentary element of knowing who they are and how they want to be perceived online. you know why? Metas matter but not in the sense that we were all told or taught years ago. Metas matter because they drive the creation of content, the creation of bios, and the creation of hyperlinks from Tumblr and Twitter to YouTube and Pinterest. Metas are your descriptors of you and your company.

If you can’t tell me who you are with hyperlinks, geo specific hyperlinks,160 characters in a Twitter bio,25 characters for an adwords title, and or 70 characters for ad text, then how are you going to do it for your customers? The point being that search will continue to love social but before you even get to the point of cranking valuable content about you and your business. You have to have your act together structurally, internally and digitally.

Go look at all of your digital touch points and see if they pass the smell test. Are you painting the right picture of how search views all of your current content. Understand that part of being a social business is that, regardless of whatever social channel your choose-the digital content that you will create, has to align perfectly with what you do offline and what you currently have online.

When customers or prospects do a search, the results that they get back tell more of a story about you and your business then you may be aware of, and sadly the results may contain content that you had no control of. By the time you see it, or become aware of it-it’s too late, it’s been indexed and it’s virtually impervious to reputation management fixes.

Don’t wait for that to happen, go check your digital house and see if it’s in order. Align reality with perception and make sure that as a social business you understand that you are now searchable and accountable for content everywhere, starting with something as simple as your source code. Metas might not matter in search, but in reality, they can tell us what you think your business is.

The Dawn of Social Mediocrity

Let’s do a hypothetical. You like western saddles.  You search for them every day on Google. Google gives you relevant results from a) your Google Plus peeps and then b) the most relevant, most SEO’d results. Let’s assume that your peeps straddle the lines of friends, family and business contacts, so the results or likelihood that there will be content from these people about western saddles may be 50/50.

You continue to search for info about saddles. I am a marketer that sells cowboy hats or western hats. I know that if I use the term “western saddles” as a key word, page title, hyper link, hashtag, splog site or blog post in some social networks or platforms, the  likelihood of you finding or landing on my pages might be pretty high. Why? Every link that you will find will ultimately take you to my western hat pages. I may or may not have much on saddles, but the bottm line is that I sell hats not saddles. Will you buy from my site? Maybe not. Of course I will or may affiliate links on my pages that will get you to a site that sells saddles but…the “quick” search has now turned into an hour’s worth of chasing the long tail of a bullshit game of bait and switch.

Is that a good user experience? No, but it’s the reality of search and social.

The more content that is created, the more that you have to choose from. The more that you have to choose from, the more of a chance that the content is watered down and possibly gamed. The more that search and social become intertwined, the more that you may become the victim of a bait and switch. Clicking on a link in the hopes that it is the right link-has become more precarious these days than it ever has.

The more that search and social lines become further blurred by the notion that content drives the machine, the more the user will get played. Pretty soon it won’t be social media any longer, it will be social mediocrity.

The Empowered Consumer Needs An Empowered CPG

Brian Solis from Altimeter Group used the term empathetic business models in a recent blog post titled, A Critical Path for Customer Relevance, Part 1, and though it sounds good and I would like for all businesses to “be” that in the end. I prefer not to use it to describe    an ideal business model, as much as I think it’s more of an idealistic business model, and I think he knows this. Here’s the exact quote:

A key objective for senior executives over the next several years is to use disruptive technology to get closer to customers, to improve relationships, and enhance experiences. It is a considerable move and the result will usher in a new era of adaptive and empathetic business models. However, this is a move that is easier said than done.,

What makes more sense today, and Brian actually touches on it in the next paragraph, is how do we deal with the empowered consumer? I’m not so sure an empathetic business can deal with the an empowered consumer. I’m not saying they can’t, merely that it might be somewhat one sided.  What we need to look at is the empowered business and the empowered consumer together, as one. Put the two together and it’s lightening in a bottle. I think of the two as having the potential of the Wonder Twins. The Wonder Twins, are comic book superheroes. Their powers are activated when they touch each other and speak the phrase, “Wonder Twin powers activate!” This phrase is unnecessary and just a habit of theirs, but it’s catchy. Physical contact, however, is required. If the two are out of reach of each other, they are unable to activate their powers. As they are about to transform, they would each announce their intended form. “Shape of…”, “Form of…”

So think about this. An empowered business without the customer means nothing. An empowered customer who wants to buy from a business that doesn’t get “it” means nothing to that business-it’s just a lost opportunity to that business. Today’s empowered consumer has too many tools at their disposal to make an informed and educated buying decision. For a business to say, It’s a fad and it’s business as usual and the digitally empowered consumer will buy from us because of our history and are heritage-that just won’t cut it any longer. Today,  every CPG company has to have as much ammo as their customers. Has to.

So what good is the empowered customer without the empowered business? No one wins. No Magic. But…If we put the two together then we get, The Wonder Twins. The empowered consumer needs the empowered business.


The Deets

Marc Meyer is a Digital and Social Media Strategist at DRMG. This is my personal blog where I share observations, thoughts and opinions that are all my own.

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