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Tools for Understanding Social Media Marketing

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Behaviorgraphics Humanize the Social Web. InShare57 In 2007 Charlene Li, then at Forrester Research, now running the Altimeter Group, along with Forrester ‘s Josh Bernoff, Remy Fiorentino, and Sarah Glass released a report that introduced us to Social Technographics. Forrester’s research segmented participation behavior on the social web into six categories, visualized through a ladder metaphor with the rungs at the high end of the ladder indicating a greater level of participation. Social Technographics were designed to help businesses engage in social media with a more human approach, catering to individuals where, when, and how they are participating and contributing to the social Web. According to Forrester research… Many companies approach social computing as a list of technologies to be deployed as needed – a blog here, a podcast there – to achieve a marketing goal. The hierarchy was presented as follows: Creators, those who publish web pages, blogs and other social objects – 13% Inactives – 52% Creators 2007 – 13% 2010 – 24%

All sizes | Introducing Behaviorgraphics by Brian Solis and JESS3 (social media infographic) Content Strategy Explained in 180 Seconds. Impossible? Probably. But here’s our best attempt to explain the basics of content strategy in 3 short minutes. If you have a minute for a few more details, let’s go a little deeper… What is Content Strategy? Content strategy is about planning the creation, promotion, and measurement of content. This content attracts visitors to our website, creating meaningful interactions that meet the needs of our audience and our business. Really, strategy is just a fancy word for plan. It’s usually done once in the beginning, referred to weekly or monthly, and revised yearly.

AudienceMission …for us and our audienceTopicsKeywordsInfluencersSocial and email promotionA planMeasurement and ongoing optimization Let’s take a closer look at each: Knowing our audience, their fears and hopes, their needs and dreams, is the key. Empathy is the greatest marketing skill. The formal process for this is called “persona development.” Targeting Business Buyers? Where do they work and what are their titles? Look around. The Social Compass is the GPS for the Adaptive Business. InShare286 Over the years, I’ve written extensively about the need to extend opportunities in social media beyond marketing and customer service to set the stage for the social business. I believe that the impact lies beyond the socialization of business; it introduces us to a genre of an adaptive business, an entity that can earn relevance now and over time by listening, engaging, and learning.

In October 2009, I worked with JESS3 to visualize corporate transparency and authenticity for the release of Engage. In the process, I realized that those two words, transparent and authentic, didn’t carry tangible business value to leaders and decision makers. Please, before you think about engaging in social media, I need you to do two things…be transparent and authentic in all you do. Got it? While the words carry great importance, in all honesty, it’s our job to define the role of transparency and authenticity in business. Exploring The Social Compass Center: The Brand Halo 1: The Players - Poster. How to Write a Social Media Policy. Why is having a social media policy in place so critical? Because virtually 100% of companies are now involved in social media—whether they acknowledge it or not. Even without any formal plan to use social media, every organization with more than a handful of employees (and many under that benchmark) is present in social media because people are talking about them.

If no one else is discussing a company, its employees almost certainly are. Half of all Americans are now members of at least one social network, and that figure rises to 67% for 25- to 34-year olds. Those employees may be accessing social networks away from work and using them primarily for sharing pictures of their kids or planning their weekend activities, but workplace topics are all but certain to come up from time to time; how many people do you know who never talk about their company outside of the workplace? Essential Topics for an Organizational Social Media Policy Introduction and Definitions Social Media Objectives. Social-media-marketing.pdf (application/pdf Object) Brian Solis - Defining the convergence of media and influence. Social media is not your saving grace: Experiences should first be defined and supported. InShare242 Social media experts will tell you, and they’ll make a pretty good case too, that it is the golden key to unlocking meaningful customer relationships and the gateway to surprising and delighting them over time.

So how does social media do this? Well all it takes is to listen, be part of the conversation, curate great content, run native advertisements, and oh yeah, be transparent and authentic. Done and done. Well, wrong and wrong. Social media isn’t going to save your business nor is it going to make it. This may sound commonsensical, but to succeed in business takes much more than a Facebook or Twitter account.

Michael Ames author of Small Business Management, assembled the top 8 reasons that contribute to small business failure and you’ll notice not embracing social media isn’t one of the contributors: 1. In any one of these scenarios, social media is not your saving grace—regardless of business size, number of followers, or however many viral videos you’ve introduced. No. Web. Internet Users Demand Less Interactivity (from The Onion) SAN FRANCISCO—Tired of being bombarded with constant requests to share content on social media, bestow ratings, leave comments, and generally “join in on the discussion,” the nation’s Internet users demanded substantially less interactivity this week.

Speaking with reporters, web users expressed a near unanimous desire to visit a website and simply look at it, for once, without having every aspect of the user interface tailored to a set of demographic information culled from their previous browsing history. In addition, citizens overwhelmingly voiced their wish for a straightforward one-way conduit of information, and specifically one that did not require any kind of participation on their part.

“Every time I type a web address into my browser, I don’t need to be taken to a fully immersive, cross-platform, interactive viewing experience,” said San Diego office manager Keith Boscone. “Don’t always ask me to send everything I’ve read to everyone I know.