Report_FINAL_130712. Pinterest Best Practices: 5 Signs You’re Pinning It Wrong. Three Dangerous B2B Social Media Mistakes. Social media is more effective when you’re not making mistakes. Mistakes are costly. The best case scenario is you get nervous because management is breathing down your neck for bottom line results. The worst case scenario is you get fired for making a social media mistake.
Social media investment is expected to increase among B2B companies (Source: Worldcom Public Relations, 2011). And with that, so does the cost of failure. The lack of competency in three areas is preventing companies from truly getting the most from their social media programs. For B2B companies new to social media, you get credit for being there. Not creating new and engaging content I’ve seen research that says 80% of tweets are links to published content.
Not effectively aligning social media efforts with traditional marketing We see this all the time. Not measuring the impact of social media We are firm believers that businesses can’t manage what they don’t measure. Connect: Authored by: Chad Wiebesick. 5 Ways To Avoid Social Media Burnout | PR Geek Speak. Study: PR Gets Higher Marks Than Advertising for Social Media Use. Jennifer Aniston Goes Viral By Mocking All Viral Videos: Online Video News « How To Build Social Media Awareness Into Your Website. An old man is approached by a traveler. He’s asked how to get to Dublin. The old man replies: “I sure wouldn’t start from here.” As a web analyst I’m occasionally tempted to use that line. It happens when I’m brought into a project long after a site is launched and I’m asked to report on user behavior the site just wasn’t built to measure. Increasingly the metrics requested are of user engagement, related to social media conversations surround the site content.
A warning: The more sophisticated social media practitioners are going to find the first part of this post rudimentary. Start With Marketing Objectives Image by aussiegall via Flickr What is it you want to do online? There. Now you can strategize on accomplishing business objective(s). It has to do with how you regard your site. Make Your Site the Main Attraction Here’s an example. Your microblog applications capture attention. Once this happens, these folks are in the lead pipeline. And yes, all of this is measurable. Into this: Young Users Hating on Brands. Bad news for brands enamored with the possibility of connecting one-on-one with each and every consumer through the magic of social media: Young people don’t want to be friends with you. According to a new report from Forrester Research, just 6 percent of 12-17-year-olds who use the Web desire to be friends with a brand on Facebook, despite the fact that half of this demographic uses the site.
Among Web-connected 18-24-year-olds, that figure doubles—meaning that 12 percent of that demo is OK with befriending brands—though the vast majority of young adults are not, per Forrester. Even scarier for brands: Young people don’t want brands' friendship, and they think brands should go away. “Many brands are looking to social media as a strong digital channel to communicate with these consumers, since it’s where 12- to 17-year-olds are spending so much time,” wrote Jacqueline Anderson, Forrester’s Consumer Insights Analyst, who authored the report. So what should brands do? Social Media – What’s The Abbreviation? [POLL] | [tweetmeme source="social_penguin" only_single=false This post was sparked off by a tweet I recently sent: The tweet that got me thinking...
I have noticed an increased use in ‘SoMe’ in blog posts and comments – I just plain don’t like it, it makes me cringe a little. Many responded with similar views while others stated they were happy with its use. I tend to use ‘soc med’ – people may not be a fan of it either, but I think it does the job and saves space on the likes of Twitter. With Twitter in mind, hashtags can be far from uniform, leading to numerous searches for the same content, or the adding of many to a Tweet – #socialmedia #socmed #some #SM #S&M… see the issue? So can we try to create a standard? Look forward to hearing your views! Facebook vs Twitter [infographic] Social Media High School « PR Geek Speak.
Comic strip for 09/14/2010 from the official Dilbert comic strips archive. Media Companies Try Getting Social With Tumblr. Social Network Trailer Cranks Up Rancor Behind Facebook’s Beginnings | Underwire. Oprah, Leno, And Letterman Team Up For Super Bowl Ad. Letterman, Oprah and Leno teamed up this year for a Super Bowl ad promoting Dave's "Late Show" on CBS. Oprah and Letterman did a similar ad in 2007 called "Super Bowl of Love," mocking their alleged 16-year feud. In this case it was Dave and Jay's relationship that was the punchline. Not only did they compete for the "Tonight Show" in 1991, but during the recent NBC late night debacle, Letterman mocked Leno copiously and Leno went as far to make a crack about Dave's affair.
MORE from AP's Frazier Moore: NEW YORK -- Super Bowl viewers were rubbing their eyes at the sight of a TV spot pairing CBS late-night host David Letterman with longtime NBC archrival Jay Leno, plus media magnate Oprah Winfrey. Appearing early in the CBS-aired game Sunday, the ad depicted Letterman and Leno glumly sharing a couch watching the Super Bowl, with Winfrey seated between them trying to make peace. Letterman grumbles, "This is the worst Super Bowl party ever. " "Now, Dave, be nice," Winfrey urges. That's it. Teaching PR: Answering an FAQ: "How do I use PROpenMic?"
I can't think how many times students have asked me some variation on this question. I often require my students to participate on PROpenMic, and at least one of them will say, "I don't really get what we're supposed to be doing. " (By the way, pros and educators, that's just more proof of this.) Yesterday I got a DM from @Mikinzie asking, "Would you mind giving me the basic rundown of PROpenMic? " so I know it's not just my students who ask this FAQ. PROpenMic is a social network, just like Facebook, but it's used for professional rather than personal reasons. Also like Facebook, you can join or create groups, which are just people interested in a similar issue, such as the internships group or the PR student bloggers group.
To be a good, active participant on PROpenMic, here are some things you can do: Well, Mikinzie, I hope that helps. How the Letterman-Oprah-Leno Super Bowl Ad Came Together - Media. The Real Cost of Social Media and Other Myths. Social media is free. Social media is inexpensive. You don’t have to outspend your competition. Social media saves time. Social media will save your business thousands, if not millions. These are all quotes I’ve seen from various voices recently. Each one pretty much agrees with the other – that social media is a great tool for you to implement into your business because it’s so cost-effective and will give you quicker results. Sadly, it’s not true. Yes, you’ll save on equivalent costings from a traditional media advertising push.
It Costs Money to Plan Let’s say you have a new product or service. Stop. Have you thought strategy? These are just some of the immediate questions you need to be asking before even starting. Social Media is Cheap. It doesn’t matter whether you’re coordinating a social media campaign internally or externally, you’re going to have to allocate budget to it. Social media strategist: 10 hours per week @ $100 per hour = $1,000 per week. How about you? Doritos Commercial - Little Boy - Super Bowl by @jose3030 - Twit.
The 10 Stages of Social Media Business Integration. Brian Solis is a principal at new media agency FutureWorks. You can connect with him on Twitter or Facebook. An overnight success ten years in the making, social media is as transformative as it is evolutionary. At last, 2010 is expected to be the year that social media goes mainstream for business. In speaking with many executives and entrepreneurs, I've noticed that the path towards new media enlightenment often hinges on corporate culture and specific marketplace conditions. Full social media integration often happens in stages — it's an evolutionary process for companies and consumers alike. Here are the ten most common stages that businesses experience as they travel the road to full social media integration.
Stage 1: Observe and Report This is the entry point for businesses to better understand the behavior of an interactive marketplace. Reporting: Distill existing social media conversations into an executive report. Stage 2: Setting the Stage + Dress Rehearsal Stage 7: Community. The Maturation of Social Media ROI. Brian Solis is a principal at new media agency FutureWorks, and author of the upcoming book, Engage.
You can connect with him on Twitter or Facebook. The debate over measuring social media investment inspired many brands to cannonball into popular social networks and join the proverbial conversation without a plan or strategic objectives defined. At the same time, the lack of ROI standards unnerved many executives, preventing any form of experimentation until their questions and concerns were addressed. In 2010, we're entering a new era of social media marketing — one based on information, rationalization, and resolve.
Business leaders simply need clarity in a time of abundant options and scarcity of experience. As many of us can attest, we report to executives who have no desire to measure intangible credos rooted in transparency and authenticity. Early ROI Adaptations Adaptations included: The Need for New Scrutiny The Business of Social Media Customer Insight Monetizing Social Media. Steven Pearlstein - The Amazon-Macmillan book saga heralds publi. Last weekend, a noisy little melodrama in the book publishing world involving Amazon.com and Macmillan provided a wonderful case study of the radical transformation taking place all across the economy as a result of the digital revolution. In the book business, that transformation has been led by Amazon's Jeff Bezos, who has been a master at using the Internet to cut out the middlemen that stand between the author and the reader, delivering books to consumers at lower prices.
This process of "disintermediation" started about 15 years ago, when Bezos figured out how to cut out bricks-and-mortar retailers by shipping books directly to consumers' homes from his company's warehouses. But the real breakthrough came when Amazon introduced the Kindle reader and began using wireless phone networks to deliver digital books for $9.99 a pop.
And then Steve Jobs showed up with the iPad. Apple's new $500 tablet computer can do almost everything a Kindle can, and much more. Dynamic Visualization of Social Networking Will Accelerate Learn. Network Interference: A Legal Guide to the Commercial Risks and. Do You Have a Conversation Strategy? Perhaps one of the reasons why the news business is declining in Y/Y sales is that everyone followed industry accepted best practices. In other words, it did not innovate in step with understanding -- and moving ahead of -- the marketplace. It was a new kind of media company that launched the Kindle: Amazon. Why is Amazon so successful? Because it understands the digital medium and learns from customer behavior constantly. Go to the site after a book search and browse on related links on that page. Tracking is one component that allows the media company to create a specific experience for the buyer. It's the same mechanism that allows serving up the right ads and offers at the right time in the browsing experience.
If you're not familiar with these tools, you may want to take a look. Email marketing personalizationlead management or nurturing automationmultichannel integrationdata integrationlead segmentationcustomer life cycle management And so on. You still need two things to succeed. Forrester crimps bloggers: epic E2.0 fail | Irregular Enterprise. According to Sage Circle, Forrester plans to crimp its analysts from expressing themselves on personal blogs. I first heard of this (where else?) On Twitter via Jim Holincheck, Gartner Analyst.
From SageCircle: Forrester CEO George Colony is well aware that savvy analysts can build their personal brands via their positions as Forrester analysts amplified by social media (see the post on “Altimeter Envy”). As a consequence, a Forrester policy that tries to restrict analysts’ personally-branded research blogs works to reduce the possibility that the analysts will build a valuable personal brand leading to their departure. Given I know several ex-Forrester analysts reasonably well this is no surprise. Instead, both Jeremiah and Ray were generating huge interest in Forrester thinking. I won't discuss the precise numbers here but let's say that neither the people I mention were benefiting more than 5% of the revenue they brought in, often with zero support from sales. [My emphasis added] Do You Play Foursquare? Foursquare.com seems to be this year’s answer to “what will be the next Twitter” and it’s only January.
Foursquare, if you aren’t familiar with it, is a location-based social network where users “check in” wherever they might be. Whoever has checked into a specific location the most is crowned Mayor and part of the social network’s appeal is this sense of competition for the title of Mayor in key locations. I can hear you already… "why do I care that you’re at Starbucks or the Mayor of the Bellagio? " Ahh, no wonder people are comparing Foursquare to Twitter. The same question…why do I care? I think it’s the wrong question. Give the Mayor his/her Due: Imagine the local pizza palace declaring that on any given day…if you are the Mayor of their palace, you and your party dine for free.
Newbies Welcome Wagon: When you check into the dry cleaners for the first time, those laundered shirts are just a penny each. Online and Off: The local radio station is doing a remote. Shoot Drew an e-mail. The Biggest Social Media Mistake | The Fast Growth Blog. February 4, 2010 I don’t spend much time pontificating on social media. I leave that to people like Gini Dietrich who live in that world. While I certainly have readers who are actively engaged in and even counsel others on the use of social media, most of the readers of this blog are busy working in and on their businesses and focusing on new ways to grow. Most businesses are still confused by this “new world” and are taking a wait and see approach.
Today, waiting is a mistake – but not the biggest one you can make. In May of 2009, I wrote that a content marketing strategy was a must for every business. Social media isn’t something you’re on – it’s something you engage in. While some businesses engage very effectively, my estimate is that 75% of fast growth businesses are not. Social media and content marketing provide a tremendous opportunity for companies to clearly demonstrate their difference. Look, a business does not need to participate in social media to be successful. Comments. Speak to your TRUE fans. They’ll do the rest. : Luymes PR. When surveying the social media scene, it’s disheartening to see so many “experts” preaching ways to get more followers (with the end goal, I presume, of increasing the value of each individual’s “brand” and “reach”). Marketers are looking for ways to “use” social media to get their messages out and the easiest way for them to do that is to simply have a lot of followers.
What I don’t see a lot of them doing, however, is providing added value that would make them worth following. Sure, they promise a few lucky winners a free iPod or iTouch or iPad or iTunes gift card (why not a free Blackberry?) , but the result of that is a lot of dropped followers once the contest is over. I know that there are many local examples, such as the famed “cookies are out of the oven” or “here’s our special brew of the day” tweets, but I’m not sure a BIG brand has yet found a way to be a “must-follow” tweeter because of their “must-have” content. But maybe it’s OK to not have 10,000 followers. Comments. The Importance of Managing Your Online Reputation « emergent by. The Maturation of Social Media ROI. The Real Cost of Social Media and Other Myths. My picks for the 99 most useful Social Media (and PR) Blog posts.
The Information Divide: The Socialization of News | Brian Solis. Case Studies, Articles & Books. In Review: FriendorFollow.com. Applied Social Psychology & Social Media: The Overjustification. Real Friends vs Social Media Friends. 5 SIMPLE IDEAS FOR USING HYBRID MARKETING | Mango! Creative Juic. Top 100 Social Media Blog Twitter List by Sarah Evans on Listori. How To Set Social Media Goals | SocialMouths. Life is unfair!