Social Marketing Forum

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This is Your Real Social Business Strategy Challenge

Social Marketing Forum

A few weeks ago, Altimeter Group published an infographic on the state of social business (see below), meant to promote their research on that same state of social business (in 2013), released in October. The “headline” of the infographic: “Social Media Matures, Yet Many Companies Still Lack a Strategic Foundation” The infographic mainly focuses on [.].

Optimizing the Digital and Social Customer Experience

Social Marketing Forum

Since McKinsey first wrote about the ‘consumer decision journey’, the attention for that journey has never been higher. In its 2009 article on the consumer decision journey McKinsey wrote “Consumers are moving outside the purchasing funnel—changing the way they research and buy your products. If your marketing hasn’t changed in response, it should” It’s 2013. [.].

10 Blogging, Content and Social Media Metrics and How to Improve Them

Social Marketing Forum

A white paper from Vocus identified 10 key blogging, content and social media metrics. We summarized them and looked at five metrics in-depth. We also added several tips to improve them. Planning your business and marketing strategy requires a full analysis of metrics and KPIs (Key Performance Indicators) that are relevant to gauge your success [.].

Using Storytelling to Strengthen Your Brand

Social Marketing Forum

Storytelling is one of the most powerful ways to breathe life into your brand. By giving your products and services an identity by capturing and sharing the stories they really are, you can take your target audience on a journey they yearn to experience. In order for consumers to form a personal connection with your [.]. Brand marketing Content marketing emotional branding storytelling

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

The Need for Personality in Customer-Centric Social Media Marketing

Social Marketing Forum

Customer-centric social media requires a personal approach. It’s about people connecting with people. However, many businesses still look at the tools and channels first. In virtually all business functions, people, personality and relationships are key. Faceless and big companies are looked upon with distrust. It’s an evolution that has been going on for years, especially [.].

What Business Goals Can Social Media Serve?

Social Marketing Forum

The changes in how people behave and buy as explained in the introduction to social media and social business are essential and show the many potential business goals and benefits of social media. Let’s take a more in-depth look. While social media programs are basically designed to improve and strengthen the efficiency of a multitude [.]. Social media marketing

Social Customer Service: Why You Must Offer it Right Now

Social Marketing Forum

Social customer service is one of the most important domains of social business and social CRM. Here is why. Popular platforms like Facebook and Twitter have traditionally been used to air grievances about a company. Those who could not get proper customer service from a business found that social media provided a way for them [.].

Stop and Rework your Digital Marketing Budget Right Now

Social Marketing Forum

While many are still trying to get their heads around social media and social business, the digital business challenges already go much further and involve all departments and functions in and around the enterprise. The digital marketing budget needs to follow the path towards customer-centric integration and company-wide enablement. Soon all business will have a [.].

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Social Business: an Exploration and Definition

Social Marketing Forum

Social business is defined in several ways as it touches many dimensions in a connected and social reality. An exploration and definition. Needless to say technological innovations have always profoundly impacted society and business. In the post-industrial era, the most impactful of all is undoubtedly digital technology as we know it since the invention of

The Online Guide for Successful Social and Online Communities

Social Marketing Forum

One of the main reasons people succeed with social media marketing where others fail is that they think of those with whom they’re communicating not as pixels on a screen but as real people with real needs, pains and interests and understanding the dynamics of online communities. People are “communal” by nature as they can

Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

The Connected Consumer and Social Business: Looking Back and Forward

Social Marketing Forum

How new is social business really? When social media marketing started booming a few years back, I was surprised to see how new it all seemed to so many. Some people who quickly profiled themselves as experts in the social media craze, quickly started shouting things such as ‘email marketing is dead’. It led me [.]. Social business Esther Dyson Kevin Kelly Ram Charan

Social Business and Big Data: the Business Intelligence Goldmine

Social Marketing Forum

Every day we create 2.5 quintillion bytes of data. That’s a lot! To put this number and how it has evolved into perspective,  just this number: we have produced more than 90% of all online data that exists in the world today within these past two years. Combined, this online data equals Big Data. And [.].

20+ Staggering Stats Proving Why the Time to Use Social Media is Now

Social Marketing Forum

Businesses that don’t use social media for marketing or customer service reasons now will miss out on business and, worse, actually lose business! Social business and social media are no longer an option. It’s not hype, it’s a fact and here are some good reasons why the time to use social media is now. Forrester [.]. Research Social media marketing Forrester Internet population reputation social media statistics social media usage

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Social Media Marketing: the What and Why in 10 Major Evolutions

Social Marketing Forum

Social media marketing is an umbrella term, just like social business, of which it is a – be it popular – part. It covers many potential marketing goals and tactics social media can be used for. An overview. Just like social media marketing, social media – believe it or not- is an umbrella term as

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Here's what we learned.

Why PR Should Not Own SEO (Nor Social Media or Content Marketing)

Social Marketing Forum

Since Google’s Panda and Penguin updates, social interaction and relevant content have become more important for search engine optimization (SEO) than ever before. Social media, content marketing and search (SEO and SEA) must be integrated. In fact, all forms of interactive marketing should be integrated as it’s not about the media and tactics in the [.]. Opinion Research Lee Odden PR search engine optimization SEMPO SEO social media State of Search Marketing

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Four Multi-Channel and Touchpoint Marketing Models

Social Marketing Forum

Most marketers are starting to integrate their marketing channels. Better late than never. However, simple integration will not be enough. While in multi-channel marketing the focus is still often on the channels, touchpoint marketing provides alternatives that revolve around individual customer and prospect touchpoints. nice depiction of the typical multi-channel marketing is this graphic [.]. B2B marketing touchpoint marketing touchpoints

Top six reasons why you should use LinkedIn as a B2B marketer

Social Marketing Forum

LinkedIn is far most the important social network to reach out to business byers and connect with professionals in general. The network allows you to build relationships, establish thought leadership, generate leads, gain insights, do market research, improve reputation and build online communities. 1. Create awareness and improve reputation. LinkedIn is an ideal platform to [.]. B2B marketing Social media marketing B2B LinkedIn

Beyond the Faceless Business: Getting Your LinkedIn Profile Right

Social Marketing Forum

We check out the profiles of businesses we consider working with all the time, regardless of the platform or source. More importantly, we look at the profiles of the people that provide a human face to the business.The people that ARE the business, together with the human ecosystem in which the organization operates. On LinkedIn, [.].

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

6 Core Principles to Tap the Power of Social Community Participation

Social Marketing Forum

Gartner reports that many business and IT leaders fail at utilizing social media effectively because they do not understand mass collaboration. Many businesses use a “provide and pray” approach, expecting community participation to just happen. It’s just one of the reasons why communities fail. What happens instead is that users have an initial interest and [.]. Research Social media marketing community participation Gartner mass collaboration social media

Research: B2B Buyers Want Content

Social Marketing Forum

Are you looking for proof that content marketing is the way to go in B2B marketing? You have it. There are many resources showing how important content is, how blogging reduces the cost per lead and why content marketing is an essential part of the marketing mix. However, there is just one solid way, besides [.]. B2B marketing Content marketing Industry news Research Search engine marketing B2B buyer Base One Buyersphere content marketing social media

18 Reasons Why People Leave your Website

Social Marketing Forum

Attention and interest are scarce on the Web. So, when you have the attention of the Internet user taking the effort to visit your site, it’s important to provide them what they want fast. Removing hurdles to that quest is one of the goals of conversion optimization. Take away frustrations and optimize the user experience. [.]. Conversion optimization Infographics Tips Usability infographic KISSmetrics

Justine Sacco and the power of perception

Social Marketing Forum

I never heard about Justine Sacco until today. You probably didn’t hear about her either. Sacco was senior director of corporate communications at IAC. Before leaving for a trip to South Africa, where her father lives, she sent a tweet. The text: “Going to Africa. Hope I don’t get AIDS. Just kidding. I’m white!” ” What [.]. Opinion

Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

Social Proof, Circles Of Trust and Your Customer

Social Marketing Forum

The opinion of others is an important driver in the buying decision of people. It has always been so. Word-of-mouth is still predominantly an offline matter although it’s really foolish to separate the online and offline dimension of peer advice in an omnichannel reality. While there are differences between the ways we buy consumer products [.].

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Social Business and Social Media Marketing for Managers

Social Marketing Forum

Social business and the use of social media and technologies for marketing both still have a long way to go, certainly regarding maturity, integration, processes and ROI. However, at the same time the speed of ‘social’ adoption and of the social/digital reality outpaces the speed of organizational adaptation. Managers need to start understanding social business

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From Social Media to Social Business: Moving Beyond Social Contacts

Social Marketing Forum

Social business is not just about social media marketing but can involve all business functions. It’s about collaboration, community, customer-centricity and changing evolutions in the way we do business, based on social principles and technologies. There is no universal list of tips to become a social business. It’s not a matter of tips and tricks. [.].

Calculating the Value of the Customer Life Cycle

Social Marketing Forum

The value of the customer life cycle, also called CLV, looks at the investments we plan to make for the customers (retention, sales, promotion, customer service, etc) and the return we expect from the customers. CLV has everything to do with the present and the future. An introduction. CRM Customer analytics ROI customer equity customer lifecycle marketing ROI return on marketing investment ROMI

Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization.

Primer: Understanding Word-of-Mouth Marketing in the Social Media Age

Social Marketing Forum

Word-of-mouth is not something new. People have always talked about their experiences, emotions, needs and also products, services and brands. With the arrival of interactive and social media the patterns, role and impact of word-of-mouth have changed. However, the rules of word-of-mouth marketing have changed and evolved and they continue to evolve. Think about it. Period. Distinction. Certainly.

Branded Customer Communities: What Consumers Expect

Social Marketing Forum

Can branded customer communities drive more revenue than Facebook ads? Asking the question is answering it. Social networks are not the holy grail of customer acquisition, retention and loyalty. Online communities are. Building a community within one single platform such as Facebook or LinkedIn is not enough to build effective online communities for your customers. [.]. B2C marketing Community marketing Infographics Social media marketing branded customer communities GetSatisfaction online customer communities

Viral Video: Using a Ballerina for B2B marketing

Social Marketing Forum

A viral video is a not something you can order at your local agency. You can create a video and design for virality but in the end it’s the audience that decides if it goes viral or not. So it all depends on the content of the video, often more than on the quality. The [.]. B2B marketing Brand marketing Online video Viral marketing Henry Alex Rubin Peter Pedrero video viral marketing viral video Volvo Volvo Trucks

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Social Media ROI and Measurement: Questions You Should Ask

Social Marketing Forum

ROI stands for Return on Investment. Period. No, that’s not true. It is also used as an acronym for ‘Receipt of Invoice’, ‘Release of Information’ and ‘Risk of Infection’. But I bet you don’t care about that. If we talk about Social Media ROI in this post, we talk about the return on investment of [.].

Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.

How Organizations Structure Social Media Teams and How to do Better

Social Marketing Forum

Nearly a year ago, Christopher Barger, author of ‘The Social Media Strategist‘ visited us for a Fusion Marketing Experience event and gave a great social business workshop, focusing on the internal social media processes and the social media team. But looking at some recent research (infographic below), there is a lot to improve… In last [.].

What You Really Must Know To Succeed in Social Media Marketing

Social Marketing Forum

In social media marketing, value often means relevant content, tailor-made promotions, useful information and a “real” relationship. It's about people. And of course it also means value for your business: the bottom-line. Here is what you really should know to be successful in social media marketing. Social media marketing cross channel social media marketing

Major Fail: Businesses Remain Unprepared for Social Media Criticism

Social Marketing Forum

Most companies are aware of the importance of having a social media presence. recent study, however, has proven once again that a willingness to jump into social networking does not necessarily mean that a company is prepared to handle any potential social media criticism. The Ethical Corporation and Useful Social Media report (PDF), released [.]. Research Social media marketing Social media monitoring social media criticism The Ethical Corporation and Useful Social Media report

Content Sharing: the What and Why

Social Marketing Forum

Why do people share content? It’s a simple question but when looking at it, you’ll quickly discover it is all but easy, depends on many factors and requires a good deal of psychological insights. However, in trying to answering it, one can find a lot of value for his business and “target groups” in this integrated social media and cross-channel marketing age. Content is an enormously broad concept that we use every day without really defining it. We seldom talk about what it is. Nor about the complexity of what makes it get shared. The focus on content relevance is normal.

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

Why Online Communities are Undervalued – and often Fail

Social Marketing Forum

Online communities existed before we even heard about blogs. Since social technologies and platforms popped up, the number of possibilities to facilitate, nurture and engage online communities has exploded. Strangely enough, communities are not given the attention they deserve by businesses. Most of the time, you will find community engagement and management ideas when looking [.]. Community marketing Relationship marketing Alan Moore community management online communities Tomi Ahonen