Porsche Social Media Backbone of its Digital Strategy

For Porsche social media is not just an additional tool in order to connect to online-savvy audiences, it’s the backbone of their online strategy

Porsche is mining the always-on sensibilities of social media to encourage fans to share and consume content from one integrated platform, which is www.porsche.com . Porsche is using content curation tool Storystream to steer this efforts, building microsites that give fans a holistic view of what’s being said about certain car launches of campaigns worldwide.

Porsche Social Media Backbone of its Digital Strategy“We do not believe in a linear progression through a virtual funnel, but recognise that each customer chooses their individual path to form a purchase decision. We thus believe that Porsche must understand the specific needs of the customer in his individual situation and listen to signals he/she is sending in order to cater the right content at the right point in time. In order to work in this context, every bit of content needs to be responsive,” Porche’s digital marketing and dialogue manager and Deniz Keskin told The Drum.

To accelerate the plan, Porsche is encouraging its agencies and ad tech vendors to get tighter to companies like Google, Facebook and Twitter in order to create content that fuels business goals. It’s an approach the car maker tries to balance with what it hopes are more agile ways of working directly with its marketing partners so that it can respond to communication challenges.

“Social media is more than an efficient and speedy way of communicating to a (primarily) younger target group. As a luxury manufacturer, we see more and more of our actual customers in that space,” said Keskin. The discipline is used to hit three key goals; building additional awareness for Porsche’s communications, amplifying the conversation around through brand ambassadors and listening to conversations that could become early signals for business issues.

“This is why we regard Social Media not only as an additional tool in order to connect to online-savvy audiences, but as the backbone of our online strategy,” said Keskin.

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Brilliant Social Media Campaign Saves Library

Great success story, how the people of Troy MI used a brilliant social media campaign to save their library

Brilliant_Social_Media_Campaign_Saves_Library

The  folks of Troy, Michigan were in a bit of a financial bind. They wanted to pass a small tax to help pay to keep the library open. This, being a tax increase, brought Tea Party activists out in droves.

The Tea Party activists rallied against any increase in taxes successfully changing the conversation away from protecting the library to just talking about taxes.

The library looks as though it was certain to go under.

That’s when the people who supported the library and wanted to see it stay open had to find a strategy to bring the conversation back to the library, books and reading.  One problem though, they had little financial means to do that.  that’s when they turned to a mix of grass root and a brilliant social media campaign to turn things around and win by a landslide

Watch their social media campaign video

Politicians Idiot Guide To Twitter

idiot guide to Twitter8 years into the making, British members of parliaments were just issued an “idiot guide to Twitter” or, how to tweet without how to avoid being boring, pompous or sued.

The “idiot guide to Twitter” guide contains pearls of wisdom… or just some common sense advice to a real time communication tool like Twitter that can be extended to any social media platform.

  • Always tell the truth
  • Do not tweet while drunk
  • Only tweet when  ‘when you have something interesting or worthwhile to say’
  • Adopt a ’60-second rule’ before posting anything online, composing a message but then waiting ‘one minute before pressing the tweet button’.
  • Tweet about ‘almost anything’, including a mix constituency work, parliamentary activity and their personal life.
  • Tweet about things normal people are interested in like music, sport, films and TV. ‘But make it genuine, don’t fake an interest in your local football team or Coronation Street if that’s not your thing.’
  • It isn’t good practice to constantly retweet tweets that praise you, or even to sarcastically retweet tweets that criticise you. It is too aggrandising and pompous.’
  • Instead, favourite every tweet where someone says something nice or positive about you
  • Tweet yourself and be yourself, your team can help you, but can’t do it for you
  • Talk less than you listen
  • Tools make it easier and more effective
  • Tweets should never be deleted
  • Hashtags improve engagement, but should be used sparingly
  • Lists save you time
  • Your views aren’t your own
  • Photos and video make it more interesting

The “idiot guide to Twitter” was produced for Parliament by the Chartered Institute of Public Relations and officials stated that it had not cost any money to the tax payer

What do you think…  chime in in the comment section

 

Disclosure Is The Key

us-federal-trade-commission-logoRecently an advertising agency learned a hard lesson about social media promotion: Disclosure is the key.

The FTC recently settled with Interpublic’s Deutsch LA advertising agency and  Sony over claims the companies engaged in deceptive marketing during the launch of Sony’s hand held PlayStation Vita gaming console.

The lesson should not be lost on any marketer.

According to the complaint, one of the agency’s assistant account executives sent an email asking the agency’s staff to help promote the PlayStation Vita ad campaign by posting positive comments about the console on Twitter using the hashtag #gamechanger.

Deutsch LA employees posted tweets promoting PlayStation Vita without disclosing their connection to the agency or Sony.

According to the FTC these tweets were misleading because they didn’t reflect the views of actual consumers-users.

Agencies have to exercise a lot of caution when talking about a client’s work on social media, though best practices in that area aren’t always well codified, said David Berkowitz, chief marketing officer at digital agency MRY.

“This will be a wake-up call for agencies in terms of how they communicate work they have in market and what they encourage employees to do,” Mr. Berkowitz said.

It’s not the first time the FTC intervenes against agencies for deceptive marketing and it’s not likely to be the last and they will not stop at tweets.

The FTC is clear o that matter (and further clarified recently), marketers when they post on social media must disclose and consideration whether financial or in products and must disclose their connection to the agency, client or marketer.
What that means is that the poster must disclose if they work for the agency or the brand, they must disclosed if they have been paid or received free products or have received the service for free as a consideration to write and post about the product or service

In social media more than any other form of PR or advertising transparency is the key to keeping regulators at bay, to ensure brand integrity and to keep consumers trust.

Facebook Cut Posts Reach Now What?

Facebook Cut Posts Reach Now What?

In the past few year we have seen Facebook cut post reach several time.  We can expect other companies to follow suit and artificially cut the organic reach of the posts brands and businesses publish on their page.

A couple of years ago Facebook announced that posts only reached 16% of a page followers, last October the average reach dropped to around 8% and it is predicted that before long, 2 to 3% reach will be the norm… Unless brands and businesses start to pay up.

You spent a lot of time, energy and invested a lot of money building a big fan base on you social media pages and now you find out that your fans are not yours but the social media company’s, they have been cutting the organic reach of your posts and now they want you to pay to reach them. It’s called “Pay for Play”.

That’s a tough awakening but not surprising, in time, most of them will become digital advertising platforms and less and less social.  The writing has been on the wall for sometime now.

These platform were not purely social, they were tools to collect information and what do you do with information, you leverage it to generate revenue and now that they are publicly traded, they are pressured to generate revenue and profit.  It’s business

Facebook has probably been the most obvious but make no mistake, it’s only the beginning, the others will follow

So what do you do? 

You don’t put all your eggs in the same basket and when I say basket, I mean social media.  As a rule, and that applies to blogs as well, you don’t build a presence focusing on a platform you do not own or control. Continue reading

2013 Facebook Cover Photo Guidelines Allow Calls-To-Action

2013 Facebook cover photo guidelines now allow calls-to-action in cover photos.

Previously, Facebook did not allow contact information, pricing, discounts, invitations to like and share and calls to action on the cover photo, many learned the lesson at their expense.

Not so anymore, Facebook simplified the rules and removed many of the restrictions as you can see in the 2013 Facebook cover photo guidelines bellow:

All covers are public. This means that anyone who visits your Page will be able to see your cover. Covers can’t be deceptive, misleading, or infringe on anyone else’s copyright. You may not encourage people to upload your cover to their personal timelines. Covers may not include images with more than 20% text.

The one restriction is the 20% text

What does that mean for marketers?

  • Generate More Leads

  • Promote More Content

  • Improve Conversion

  • Get more value for of your timeline

And if you have not yet customized your cover photo, here is a reminder of the dimensions:

2013 Facebook cover photo dimensions

Best Social Media Marketing Tactics

Marketers are zeroing in on the best social media marketing tactics to accomplish their goals, what their biggest challenges are and how to most effectively track their performance. 
According to a February 2013 survey of marketing professionals around the world by Ascend2, most respondents, both in business-to-business (B2B) and business-to-consumer (B2C) companies considered customer engagement to be the primary purpose of their social media marketing respectively 43% and 55%). Website traffic also ranked second for both types of marketing professionals.leading objectives of social media marketing professionals in 2013

Lead generation was more important for B2Bs than B2Cs. Twenty-nine percent of B2Bs used social to generate better quality leads, and 27% sought to get more leads with the tactic.

Search engine rankings remain an important part of businesses’ digital strategy, and social media plays a role here too. Approximately 25% of both B2Bs and B2Cs used social media outreach to improve search rank.

Increasing sales revenue was a goal for over one-third of marketers for both B2Bs and B2Cs (33% and 39%).

40% of respondents cited creating articles and blog post content respondents cited creating articles and blog post content as the best way to achieve their social marketing goals. These tactics fall directly in line with driving the goal of customer engagement. Other forms of content creation also ranked high, including research and whitepapers for B2Bs, and video and audio for both types of companies.

B2Cs found advertising on social networks to be a much more effective strategy than B2Bs did.

Most effective social media marketing tactics

The top three most effective social marketing tactics were also the most difficult tactics to execute. These findings mirror growing research that while content marketing is one of the latest and greatest marketing tactics, it is also difficult and time consuming to produce.

Most difficult social media marketing tactics to implement

As to what obstacles stood in the way of marketers achieving their social goals, the greatest percentage of respondents (42%) cited staff limitations—not having enough personnel to create the content or drive the continuous engagement that powers social.

Nearly two out five respondents, the next greatest percentage, said difficulty measuring the return on investment (ROI) of social channels was a major obstacle in their social efforts.

When marketers do set out to measure social performance, the greatest percentage—over 60% on both the B2B and B2C sides—said they looked at website traffic. This metric may be somewhat basic, but it is also direct and easy to measure. The same goes for tracking search engine rankings, which was the No. 2 response. These responses show that even as marketing tactics have become more sophisticated, marketers still turn to tried and true methods to quantify ROI.

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