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3 Ways To Use the Value of a Like or Follow

December 4, 2012 by 3 Comments

Dan Zarella and Hubspot gave the “what is your social media audience worth” pot a good stir last week.

It doesn’t matter if you like Hubspot’s formula or not (at least not for this article). One day many businesses will put a value on their social media audience, if it is in the form of monthly impact to their business or the average value of an audience member.

Then what? How do you use the value of a like, follower, circler, or similar to improve the value of your marketing and your business? [Read more...]

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Filed Under: Measurement, Social Media Tagged With: , ,

Will Jet Engines Ever Be Social?

November 29, 2012 by 4 Comments

What would a jet engine say if it was on a social network?

The CMO of GE talked about this in a video earlier this year at Dreamforce. Wow, what a question. To think, soon your refrigerator, car and, yes, jet engines may be part of your social network.

But as devices join you on Facebook, Twitter or other social platforms, are they really becoming social? [Read more...]

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Filed Under: Marketing Technology, Social Media Tagged With: , , ,

10 Ways to Kickstart Your Inbound Marketing Program

May 1, 2012 by 4 Comments

You are creating great content and your website delivers a great experience with a strong conversion rate. Your initial inbound marketing results are promising, but you need more.

Inbound marketing represents a major investment for B2B marketers. Not only do you still need to create content to capture leads, nurture prospects and support sales, you need to create sharable and discoverable content also and then patiently wait before you see the return on this new investment.

Traditional B2B marketers face a challenge. You have a proven marketing formula that includes investments in acquiring new contacts (or lead generation) and in nurturing those contacts. You want to change, but investing in inbound ahead of significant results throws a wrench in your budgeting and planning. [Read more...]

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Filed Under: Demand Generation, Media, Social Media Tagged With: , , , , , , , , ,

Klout’s Best Move: Making You Not Care About Your Score

November 22, 2011 by 26 Comments

KloutWere you upset by Klout’s recent algorithm change? Do you pay less attention to Klout than you did before the algorithm changes? If so, you may be doing exactly what Klout wants you to do.

If you care about grades in school, you study for your exam. The algorithm is clear (test results, possibly quizzes, attendance or participation) and you work to influence the result. [Read more...]

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Filed Under: Measurement, Rants, Social Media Tagged With: , , , , , ,

All Media Will Be Social Media

October 18, 2011 by 4 Comments

This is a forward looking opinion post on the potential future of digital marketing.

The future of digital media is social. With the far-reaching tentacles of Google and Facebook, no digital marketer will be able to approach marketing without engaging in some form of social media.

Today, companies can choose to ignore social media. Although they cannot stop the conversation, they can ignore the conversation that is happening elsewhere.

In the future, social media will be harder to ignore. Social media will not be integrated into marketing, it will be integrated into our experience as individuals. As social media is integrated into the applications we use, marketers will no longer be able to ignore it or choose not to integrate it. Marketers will lose even more control than they already have.

Here are three predictions for what this future may include. [Read more...]

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Filed Under: Social Media Tagged With: , , , , , , ,

Buyers to Marketers: Don’t Call Me, I’ll Call You

September 27, 2011 by 5 Comments

“Why do you want my email and phone number again? So your sales consultant can contact me? No thanks, I’ll pass.”

Boonville Missing Bucky Walter PhoneMost B2B marketers are still fixated on capturing registration data, and no wonder. The marketing automation machine lives on a diet of email and your sales process is built on the telephone.

The problem is, your buyer’s process is not built on your email or your phone. According to research, buyers only engage with companies directly during the last 40% of their research process.

When you insist on registration, you are in effect telling prospects:

  • We don’t want to be involved in the first half of your research.
  • We are only willing to engage with you on our terms and timetable.

[Read more...]

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Filed Under: Content, Demand Generation, Social Media Tagged With: , , , , , , , ,

Can We Save Twitter From Ourselves?

August 16, 2011 by 20 Comments

Canyon ItaimbézinhoTwitter is not a communication channel, it is a platform that allows each of us to create and evolve our own custom communication channel.

If Twitter is not working for communication, it is not a problem with Twitter. As a platform, Twitter is developing and our behavior reflects its infancy, with the full spectrum of human behavior on display.

The societal norms for Twitter have yet to be established. The fact there are so many posts on Twitter etiquette is proof. A Google blog search for “Twitter Etiquette” returns 32,000 results, to just 11,000 for “Dinner Etiquette”.

If Twitter is no longer an effective channel, like Kary Delaria postulated in Three Reasons Twitter is Beginning to Suck, the problem stems from how people are building and evolving their own communication channels on Twitter. [Read more...]

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Filed Under: In Theory, Social Media Tagged With: , , , , ,

Social Media, Opt-In Marketing, and When Valuable Isn’t Enough

August 11, 2011 by Leave a Comment

Please!What would happen to your marketing programs if every channel required explicit opt-in and opting out or unsubscribing was just a click away?

Although it may seem absurd, this question is relevant today for two reasons:

  1. Congress continues to consider privacy legislation every year, and although not well understood, it is broadly supported by constituents. In need of popular support, this Congress may finally take on extensive privacy reform.
  2. More importantly, social media is much closer to an opt-in channel than email. On Twitter or G+, the difference between spam and consensual contact is much clearer than it ever has been in email. On Facebook, it is the only option.

[Read more...]

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Filed Under: Social Media Tagged With: , , , , , , , ,

Email Marketing 2.0 is Facebook and More

May 25, 2011 by 7 Comments

The Changes to Email Marketing will Not End with Facebook.

Jay Baer proposed in a blog post on Monday that Facebook for  Business is Email Marketing 2.0, and that email can then be used to value marketing efforts on Facebook. It is an excellent approach, and I think most comments missed the point. Facebook marketing and email marketing are both about developing an audience that allows you to engage over time.

Facebook is (part of) Email Marketing 2.0.

The most important part of the heading isn’t Facebook, it is Email 2.0. Both Facebook and email are used by companies to distribute information. But email marketing is a one-way blast channel.

Email Marketing 2.0 should look vastly different from today’s email marketing. With all due respect to the email providers integrating social sharing into email, that does not make email marketing a platform for sharing and discussing. It continues to be a one-way channel, at times simply promoting discussion or sharing elsewhere.

[Read more...]

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Filed Under: Measurement, Media, Social Media Tagged With: , , , , ,

Which Social Network is Right For B2B Marketing?

April 28, 2011 by 4 Comments

When you consider what social networks can become key marketing channels for your business, there isn’t one right answer. Take a quick look at the very different sharing patterns of the three sites below.
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Filed Under: In Practice, Research, Social Media, Uncategorized Tagged With: , , , ,
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