Marketing Consulting/Omni-Channel Marketing: Offline and Online
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
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.
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
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.
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?
Generally speaking (most social media platforms use the same basic principle)
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.
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.
I look forward to your feedback and interactions.
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.
A March 2010 to March 2011 study from Silicon Alley Insider shows that the way people spend their time on the internet is rapidly changing and if you are not paying attention, your brand could become a victim.
The study shows a rapid increase (69%) in time spent on Facebook and a steady decrease (9%) in time spent on traditional websites shrunk by 9%
Social media has dramatically changed the way users look and think about the web, how they spend their time on the web and what they expect from the web
Does that mean you should abandon your website? No, but you should seriously think about how you use it and how you drive traffic to it.
If the trend persists, SEO will become less important and will progressively be replaced by social media.
Another recent study (May 2011) by Comscore looks at how users spend their time on social media sites like Facebook. By the way, Facebook accounts for 90% of the time spent on all social media sites
Interacting has become a big part of the web experience, experience delivered through social media sites. What that means is if a brand or organization wants to keep their website relevant, they have to promote interaction.
How do you promote interaction on a website? With a blog section, with comments and by integrating your site with social media platforms.