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Being followed by the right people
Last Monday I was writing about ‘Twitter eyeballs on valuable content’. The essence of the story was that if your content is valuable and if you make sure the right people can find it, you have a much better chance of converting them into readers, followers or buyers.
Read full article here: "‘The more the merrier’: old mass marketing habits die hard".
A selection of case studies that all mention clear results
Everyone likes a good social media case study: marketers or communications people trying to get internal buy-in or business leaders looking for ideas, entry points or examples of where the industry is. But they can be hard to come by.
Read full article here: "More than 50 bookmarks of Social Media Case Studies".
Free presentation and article for PR & Marketing folks
Last week, we do communications’ PR & Strategy director Steve Seager gave a presentation the Dutch Architecture PR Group in
Read full article here: "B2B services & communication on the social web"
Power to the Retweet
Last night my business partner Steve Seager and I finally cleared some time to study the analytics on our blogs. We usually do this every day, but the last few weeks have simply been mad busy. When we took a closer look at Steve’s stats for December we saw a huge spike in traffic on December 7. A bit like a whale in a fish pond.
Where in the name of Zeus did those people come from? Did we post a great presentation? Send out a press release? Publish a ground breaking blog post? Got a mention in the New York Times? After some research we found the answer.
Read full article here: "Power to the Retweet. Targeting one instead of many".
How to pro-actively manage your online reputation
Recently I was talking to a rather large brand who had just been sold on an Online Reputation monitoring system. They were looking for a solution to start responding to people’s questions online.
The first word that came up in the conversation was ‘web-rep’. These are folks who go online and respond to comments on behalf of the company. But as you get more visibility, more market share of voice, it’s not economical to keep scaling up the number of web reps.
Read full article here: "They are talking about you. Now what?"
Getting started in social media
In an interview with PR Week, John Bell, from Ogilvy’s 360 Digital Influence, notes that more and more clients are asking for pilot programs rather than ‘full scale’ marketing campaigns.
So, is a pilot program a good thing? It’s a valid question. I’m often being asked this as well.
Read full article here: "The pros & cons of social media pilot campaigns".
4 Step social media strategy framework
In his latest blog post my business partner Steve Seager provides a basic four step framework for business leaders to set social media strategy.
Steve had his first taste of strategy when he was rock climbing as a kid with his stepdad. There he learned to think about his finishing point, set direction and plan the moves needed to secure success step by step.
Read full article here: "Free paper for business leaders: 4 Step social media strategy framework"
Break it down into easy chunks
Many marketers are hesitant to start investing in social media, because they struggle with the metrics. Before they start they would like to know what the potential ROI is of their Facebook group, Twitter chats, blog posts and activities in forums and discussion groups.
Read full article: "Getting a grip on the metrics of social media"
The art of selling through informing
Throughout my career as a product marketer I tended to view Public Relations as a promotion activity. And with promotion I mean free publicity in media. As such PR is usually seen as a welcome addition to advertising.
Read full article here: "Public Relations sells!".
Getting in a targeted messaging headset
Many businesses see the biggest advantage of social media as simply reaching more people. Is it true?
Well, yes, you do reach more people, but if you don’t also adapt your messaging for these people, you end up with what Seth Godin calls a ‘meatball sundae’: an unfortunate mixing of two good ideas.
Read full article: "Did I mention mass communications doesn’t work in social media?".
Unfortunately some media outlets especially in The Netherlands all gave it their own spin, leading to misleading headlines such as ‘Consumers are more sensitive to email marketing than to social media marketing’.
OK. Now I’m angry. Let’s look at the facts here:
Read full article here: "Is email marketing better than social media marketing".
Their skills versus your needs
In my previous blog post I talked about the difference between Online publicity and Online PR. I argued it had to do with the difference between making noise and building relationships.
Read full article here: "Choosing the ultimate online agency".
Social media and direct revenue
Hmmm. Still talking about Dell. And this time it sounds like a Harry Potter title. The only difference is that this actually happened!
The company that initially got engaged in social media to repair the Dell Hell reputation damage, has now produced $1 million in revenue directly through Twitter! Dell’s Twitter followers receive messages when discounted products become available in the company’s Home Outlet Store.
Read full article here: "'Dell Hell and the $1 million Twitter revenue".
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