Tag: metrics

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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%

 

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Big Brands Like Facebook, But They Don’t Like to Pay

Everybody wants to be liked. The question for Facebook Inc. is how much advertisers are willing to pay for the opportunity.

Facebook’s estimated market value, now in the neighborhood of $70 billion, is founded on the belief that companies will spend big to advertise on the site. Facebook’s revenues, which come largely from ads, were $1.6 billion in the first half of this year, up $800 million from a year earlier.

But most of its ads were for small advertisers, such as local businesses and small-scale websites, according to comScore Inc. Facebook is under pressure to grow its advertising on a grand scale, and to snag the sort of big brand names who now drive billions of dollars to TV, radio and print campaigns

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Social Media 001: Page or Profile? That is the question

As more organizations get on the social media bandwagon, it becomes more and more obvious that there is some serious confusion as to what type of page they should use for their online presence.

Whether on LinkedIn or Facebook (Google has only allowed a few organization to test the Google + business accounts and is seriously enforcing their policy of not allowing businesses and organizations using personal accounts), users are confused, misinformed or uninformed about the differences between profiles and pages.

Few users read the TOSs and who can blame them, pages after pages of boring legal mumbo jumbo that would put to sleep a toddler on a sugar high.

Not knowing the differences can have costly repercussions.

Before going public, LinkedIn was notorious for enforcing its TOS, especially when it comes to organizations using personal profiles.  Facebook was enforcing as well, but with the vastly higher number of users, enforcement was spottier.

One can expect that enforcement will become stricter again in the future as the companies start focusing again on quality versus quantity.

What is the big deal? You might ask.

The big deal is choosing the wrong format can be costly in many ways.  Imagine logging on to your page only to find out that your account has been suspended and there is nowhere to turn to have it restored.  Imagine having to do the work all over again, rebuild your network of followers, your content, earning comments and ratings.

What figure can you put on rebuilding your social media presence?  What is the cost in term of time wasted, lost goodwill, lost followers?

The rule:

Generally speaking (most social media platforms use the same basic principle)

  • A “profile” is a “personal profile”, a live individual, not an organization, not a company.
  • A “page” in the Facebook lingo is for an organization, company, brand.  Public personalities, artists, athletes… when using the account for business purpose should use the “page” versus “profile” for one good reason, they are usually doing it to promote their brand. LinkedIn has its own version of the “page”

Using the wrong format will also limit what you can do.

Due to their original design, pages and profiles have different built in tools and using a profile for a business entity can seriously limit your reach in term of communication, exposure, engagement, measurement and visibility and that’s the subject of an upcoming post.

 

 

 

 

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Social media step by step

Over the past couple of years, I have delivered quite a few social media workshops and received a lot of very good feedback and follow up requests.

To answer some of the questions, I posted a few of my presentations slides on Slideshare. the slides, though,informative, lack the detailed explanations I give during the workshops.I needed another way to get the information out and my new blog gives me the tool I need to do just that.

I am unveiling next week a series of features that will take users from 101 to advanced, step by step.

  • LinkedIn Monday will take users step by step from I juts opened a LinkedIn account… now what do I do?
  • Facebook Tuesday will guide users who just opened an account or are considering it, step by step through the process and coach them through the “Do’s and Don’t  of Facebook
  • Facebook Business Wednesday will help business users make the most out of their page
  • Social Media Thursday will deal with other platforms such as geolocation, social bookmarking, blogging, You Tube, strategy…

I look forward to your feedback and interactions.

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Marketers want better social media analytic tools

A recent Web Liquid survey shows that although 95% of respondents state that monitoring social mentions is a priority, only 74% have strategies in place to do so.

The most used social monitoring tool is Google Alerts, used by 59% of respondents, followed by Radian 6 with 9% of respondents.

Not surprisingly, only 23% of respondents were satisfied with to monitor social mentions and only 23% are “very” satisfied with their social media analytics tool.

In an environment still ruled by traditionalists driven by traditional metrics, analytics still are the weak link.

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