The Coca-Cola Company’s Digital Manager of Communications, Natalie Johnson, shared how they monitored conversations about their brand on a global scale across the web.
Marketers Value Social Media for Both Branding and Customer Acquisition
As marketers include social media as part of their overall strategy, 97% agree that it provides benefits and value to their business.
In a survey of more than 700 marketers worldwide, 88% of respondents told Wildfire Interactive, a social media marketing software company, that social media helps grow brand awareness. Social media also benefited marketers by allowing them to engage in dialogue (85%) and increase sales and partnerships (58%). An additional 41% of marketers said it helped reduce costs.
Social Media ROI Metrics Still Chaotic
Brand marketers continue to struggle with determining return on investment for social media campaigns. Eighty-eight percent admit to gaining positive ROI on campaigns, but a study released Wednesday from Wildfire, a social media platform company, shows that the metrics remain all over the map.
While inconsistencies make it difficult to create and follow industry standards, Wildfire CEO Victoria Ransom said 75% of survey participants said they still plan to increase their social media budgets this year.
Gaining positive ROI is great, but what do marketers measure?
4 Common LinkedIn Profile Mistakes
With the new year comes the time to clean up our desks, desktops, files… and start the year on the right foot.
In the digital era and the social media era, we need to add a few tasks to start the year on the right foot. It’s time to take another look at our social media profiles, clean them up, bring them up to date, optimize them and get them ready to work harder for us.
Let’s start with LinkedIn. With an exponential user growth, I see the same mistakes over and over again, let’s start with some basic mistakes I see over and over again:
1-Professional headline:
Your professional headline is your brand, it appears next or under your name everywhere your name appears, in searches, groups… With your name, it’s the first thing users read when they come across your name, make it count. Your professional headline will determine if someone will merely glance at your name or want to click on it and read your profile. It’s who you are, what you want to be.
By default, LinkedIn will put in your last job title, is that who you are, what you want to be? Will that entice potential business partners or employers to take a closer look at your profile?
Take as much time as you need, craft a headline people will remember and entice them to want to know more about you, tell them how you can help them
2-Profile picture:
Social media is a very public space. Chances are, if you are on LinkedIn, you want to be seen and found, you want to network.
Would you go to a networking event with a mask on your face? Probably not, then why are you doing it on LinkedIn?
Posting a professional photograph has a number of advantages.
- Potential contacts do not like incomplete profiles, incomplete profiles send a message that you have something to hide
- A photo helps potential contact remember you
- A photo helps identify you are who you say you are
- A photo builds trust
3-Public profile
Your “Public profile” is actually a misnomer, it’s your public URL. Think of LinkedIn as a personal website. Each website comes with a URL (Unique resource Locator), a unique address that identify them and allows users to find them on the web.
Your “Public profile” as LinkedIn calls it is your personal URL, the address to your personal profile, a link you can add to your resume, marketing material, business card.
Just as any website address, your URL should be short and memorable.
Why short? The shorter and the easier to remember, the less contacts and potential contacts will make mistakes (typos) when they search for you and the more likely they are to find your profile. A short URL is easy to remember, it’s easy to add to your marketing material
By default, a LinkedIn public profile link looks like this: http://www.linkedin.com/pub/first-lastname/24/9a5/766 Try to remember that one, spell it to a potential contact and have that contact type it without mistake.
LinkedIn allows you to chose a custom (also called vanity) URL, the URL looks like this: http://www.LinkedIn.com/in/yourname*.
Which one would you rather spell, print or type?
4-Websites
By default, LinkedIn adds “My website”, “My Blog” “Other” as the links to your websites or internet properties. LinkedIn also offers ways to customize the links. Use that opportunity to rename them, use your website name, your blog name. LinkedIn profiles are extremely well optimized for search engines, if you search your name, chances are, your LinkedIn profile will come at the top of the search.
As a bonus, renaming the links with the name of your website or blog will give them a lift in searches (SEO effect)
10 Things To Know About Liability In The Social Media World
With the explosion of websites like Facebook, Twitter and LinkedIn, in-house counsel should give careful consideration to the unique problems social media presents, how it affects the workplace, and how to address employees’ and third parties’ social media usage.
As with the rise of the Internet and blogs, existing employee and intellectual property issues play out in the social media world in sometimes surprising ways, creating new challenges and problems for in-house counsel. Social media has the capability to dramatically increase these problems and challenges by providing a much larger, well-connected audience. The following are some specific, brief considerations that in-house counsel should analyze and address with company employees.
1. Secrets are gone in a flash (or click).
2. Employee posts in social media may be protected speech.
3. Employee posts may subject the company to liability.
4. Employee posts may prompt federal administrative action.
5. Social media provides an exponentially bigger, real-time audience for traditional employee-relations problems.
6. Using social media as a recruiting tool can backfire.
7. Registering user names is a cost-effective, protective measure.
8. Implementing social media policies is becoming a best practice
9. The best defense is a good offense.
10. Social media adds litigation considerations.
Study Predicts Growing Use Of Social Media In Healthcare
A recent study concluded that social media would continue to be a factor for healthcare providers and consumers while at the same time, ambiguous regulations, privacy concerns and a host of other factors limit how patients and healthcare providers use social media
Once these hurdles are overcome, the PwC report said, social media “will open new opportunities to improve health delivery and outcomes
Social Media and Disclosures, Learning from the Hyundai Case
Hyundai avoided a collision with the Federal Trade Commission on the treacherous social media marketing course. The FTC suggested yesterday that its decision not to recommend enforcement action against Hyundai for a blogger outreach effort designed to build buzz around the brand’s Super Bowl XLV ads could be a lesson for marketers.
Three rules of thumb for social media marketers:
- Mandate a disclosure policy that complies with the law
- Make sure people who work for you or with you know what the rules are
- Monitor what they’re doing on your behalf
Deluxe Corporation Project REV
Very interesting presentation by Deluxe Corporation’s SEM and Social Media Manager, Nathan Eide.
Nathan shares how they launched a social media campaign to create brand awareness and gain customer feedback and insights on its products.
Nathan shows how you can raise awareness to your brand, gather intelligence on your product and services, do product development using social media
What where the top strategic priorities for social media marketing in 2011
A study recently released by Marketing Sherpa polling CMOs (Chief Marketing officers) reveals the top strategic priorities for social media marketing in 2011
- Recruiting interdepartmental staff to perform social marketing activities 8%
- Improving the quality and cost efficiency of customer support programs 9%
- Integrating social media monitoring and analytics into a single dashboard 11%
- Integrating social marketing data with CRM and other marketing systems 21%
- Achieving or increasing measureable lead generation from social marketing 43%
- Achieving or increasing measureable ROI from social marketing programs 46%
- Improving search engine ranking positions 50%
- Developing an effective and methodical social marketing strategy 53%
- Converting social media members, followers, etc.into paying customers 63%
- Improving brand awareness or reputation 66%
- Increasing website traffic through social media integration 71%
PR, Communication, and Marketing Trends 2012 – Part 1
It’s that time of year again! It’s time for the PR, communications, and marketing world to look at the challenges and opportunities ahead. It’s time we determine what’s in store for our businesses, our industry, and our way of working.