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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

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.

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

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.

Social Media Marketing Metrics Explained

Social Marketing Forum

Social media marketing is a broad term that covers many underlying forms of marketing and measuring it requires a cross-channel, integrated and customer-centric process. However, one can also look at social media measurement from a vertical perspective, while not forgetting the main overall goals and integrations. Social media marketing metrics explained. Social media marketing Web analytics David Berkowitz Jim Sterne key performance indicators social media marketing social media metrics web analytics

Sarah Evans: Social Media Allows Us to Break Boundaries

Social Marketing Forum

What’s your vision for marketing/communications, on and offline for 2010 and onwards? Sarah Evans is a public relations and new media consultant, working with many non profit, social good and technology companies.  A self-described “social media freak,” Sarah initiated and moderates #journchat , the weekly live chat between PR professionals, journalists and bloggers on Twitter.

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The Two Second Rule

Social Marketing Forum

How long do you have to make an impression when you engage visitors online? Whether it's welcoming a visitor to your site or social presence, the answer seems "not very long at all". But, exactly how long do you have to make visitors “Think, Feel, Do”?! Conversion optimization Usability and design Clickdensity conversion Dave Chaffey eyetracking landing pages Smart Insights Digital Marketing usability web design

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Employees Have No Clue if Their Company Has a Social Media Policy

Social Marketing Forum

Almost 40% of British employees criticize their ‘workplace’ on social media platforms like Facebook and Twitter. Furthermore, one in five admit slandering their bosses on them. These are conclusions from a survey done earlier this year by MyJobGroup.co.uk. About 60% of the 1000 questioned employees said, they would change what they wrote on their social networking profiles if they knew their boss could read it. 53% of the employees find that their colleagues should be disciplined by their employer if they slander the company on social networking websites. MyJobGroup.co.uk

How People Engage With Ads On Facebook

Social Marketing Forum

Several studies were recently unveiled about the ways people engage with advertising on the king of social networks, Facebookand. Here is an overview of one of them, heatmaps included.The study was conducted by the National College of Ireland on behalf of Mulley Communications. Research eyetracking Facebook heatmap

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PR And Social Media Survey: Mixed Findings For 2011

Social Marketing Forum

Vocus has released their 2011 Planning Survey and there are some very interesting findings and stats highlighted in the report. Take a good look at your corporate culture and consider if you really are an active participant in the social media channel and all the others which today’s cross-channel consumers thrive in. PR Research Social media marketing customer relationships public relations social media Vosu

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Social Relationships: Why You Want Old Friends And Not Only Digital Natives

Social Marketing Forum

Perhaps I am generalizing, but older people tend to know the value of relationships better than many younger people do. They understand the importance of communicating with their family and friends. They’ve had a lifetime to understand that there is nothing more important in this world than the relationships you build. Research Social media marketing boomers digital natives G.I Generation Gen Y millennials Pew research social networks

Measuring ROI on Content Marketing and Creation

Social Marketing Forum

Measuring ROI on content marketing is not straightforward; that is why most firms put measurement on the back burner. But measuring doesn't have to be difficult. Ardath Albee and Maria Pergolino on content marketing and creation ROI. B2B marketing Content marketing content marketing content production engagement ROI

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Social CRM: Customer-Centricity And The Need For Redefinitions

Social Marketing Forum

Customer-centric thinking and working is the main driver in all marketing changes, we are going through, including social media marketing. Customer-centricity is not some kind of slogan. It's a necessity for businesses and is achieved through direct and indirect processes of listening, understanding, providing relevance and optimizing value. CRM Sales community customer relationship management customer-centricity value

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Survey Looks At ROI Of Web Site, Email, Mobile And Social: Comments And Context

Social Marketing Forum

According to a recent survey, nearly 60% of respondents realized the highest return from email marketing and their company website. Those same channels are top of the priority list for spending among 46% of respondents. So, do corporations just not get social and mobile or are these channels simply not effective? Cross-channel ROI Research email EPIserver mobile social media spending web site

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The Biggest Social Media Mistake: Too Much Information

Social Marketing Forum

Social media mistakes are easy to make, especially when you type before you think. Sure you might want to share a little personal information about yourself, but too much information can be a professional and social media killer. An example. Social media marketing email marketing social media marketing

Developing A B2B Content Promotional Strategy In 7 Steps

Social Marketing Forum

We talk a lot about content creation, but content promotion is equally important. When you want to promote your latest eBook, white paper or any other offer, there are several things to consider. Discover a 7-step framework for developing a promotional strategy for B2B content. B2B marketing Content marketing B2B content content marketing eBook Michele Linn white paper

The Single Most Important Social Media Asset

Social Marketing Forum

Most would agree that 2010 was the year of social with brands and agencies scrambling to first understand it and then integrate it into their marketing strategies. Social media and those companies feeding off it or building it have exploded in the past two years. However, what are companies such as Facebook and Twitter really worth? Social media marketing dot com bubble Facebook LinkedIn social media assets Twitter

Businesses Fail Incorporating Social Media Due To Lack Of Plan and Key Players Defining It

Social Marketing Forum

There are many reasons why businesses fail incorporating social media. From corporate culture to overemphasizing message and medium to ignoring the listening priority to short-term tactics. One of the reasons is obviously also a lack of strategy and planning which clearly came forward in a report by Digital Brand Expressions. Research Social media marketing corporate communications customer relationship programs customer service Digital Brand Expressions marketing mix social media social media marketing

Bryan Eisenberg: Leverage Social Media Effectively And Increase Conversion Rates

Social Marketing Forum

Bryan Eisenberg and his brother, Jeffrey, need no introduction. Here is an interview about social media and content with conversion specialist Bryan. After all, there is a strong correlation between content, search, conversion and social media. Interviews Social media marketing Bryan Eisenberg content marketing conversion marketing email marketing interview Jeffrey Eisenberg persuasion persuasion marketing social media marketing

Survey Reveals Mobile Email Trends: Where Is Your Subscriber?

Social Marketing Forum

We are on the go and so is our inbox, according to a new report from eROI. For some time now the focus of email marketers has been getting to the inbox and making sure that the message is compatible with whatever email client the subscriber is using. Mobile devices started out at a reasonably slow pace, but this is accelerating as would a sled on an icy slope. Email marketing Mobile Research email marketing mobile marketing report trends

Content in B2B and B2C: Borders Disappear When Stories, Emotions and People Meet

Social Marketing Forum

Content is king in brand related but also in more lead nurturing and customer retention driven types of marketing. goal of content is to generate value and emotional connections for people through all the contact points with the brand or the company. Another goal is to create an environment where stories are born and nurtured. Stories that define the brand and immerse the clients in them. Content marketing Bob Gilbreath content marketing David Sable Joe Pulizzi Junta42 Marketing Foundation Wunderman

Will Social Media Kill the Cold-Call?

Social Marketing Forum

In the old days it might have taken many emails and phone calls to get to the person you'd like to connect with for business opportunities. Now it seems that with some genuine effort and taking time to building a social media report with people, these connections are much easier and more fruitful.

Sales 2.0: Shortening Sales Cycles Means Focussing On The Social Buying Process

Social Marketing Forum

Trust is a crucial element in speeding up the purchasing decision. Shortening the sales cycles is important because it leads to higher profit but also because sales cycles (certainly in B2B) appear to be longer than before. Research Sales B2B buying process George Silverman HubSpot OneSource Outsell Sales 2.0 sales cycles word-of-mouth

Generation Now: the Need for Real-Time Customer Service and Experiences

Social Marketing Forum

People have less time and less patience. It is one of the consequences of the real-time economy and even a social phenomenon. Speed and real-time interactions and services have become an asset to companies that wish to score with the “Generation Now. And this generation is more than a song. CRM Customer service customer experience customer service reputation trust

Five Major Marketing and Communication Changes In The Social Media Age

Social Marketing Forum

A whole new range of social channels has joined existing interaction channels and have shifted the focus from communicating as in messaging to communication as a balanced mix of cross-channel dialogues where listening is key. Five major changes in the social media age. Cross-channel Social media marketing brand advocates content cross channel cross-channel marketing customer loyalty customer-centricity influencers listening monitoring social media marketing stories word-of-mouth

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How Content Travels and Works in Social: Stories and People

Social Marketing Forum

How Content and Social Work Together – Content summit Antony Mayfield 2010. Content is a key element in all forms of marketing: without good and relevant content there are no emails, there is no sharing and your site or blog doesn’t rank in search engines. However, content in a social context is about more than that. People, their needs and the networks they use. And of course it is.

Why Should Anyone Follow Or Like You: Email And Setting Social Expectations

Social Marketing Forum

What many companies forget is the golden rule of 'what's in it for them': why should anyone follow your company on Twitter, subscribe to your YouTube channel or 'like' on Facebook? Set the expectations, don't just ask to follow but explain what's in for the people. Email marketing Social media marketing email engage expectations Remy Bergsma social media social sharing tools

Will Twitter More Than Triple Revenues In 2011?

Social Marketing Forum

That’s a big boost compared to 2010. People may be all “a twitter” about Twitter, but can it make any money? That’s a question that comes up quite a bit regarding one of the leading social media platforms on the planet right now. eMarketer is predicting Twitter could earn $150 million in revenue in 2011. Research Social media marketing eMarketer Twitter

Measuring ROI of Social Media, Online Video and Mobile: Facts and Failures

Social Marketing Forum

The fast evolutions in the digital landscape (social media, mobile, online video, etc.) give a lot of marketers a hard time adjusting their marketing mix in such a way that they create more value for their company and for their customers, prospects, and all other people in the ecosystem around their business. This often has to do with a strong focus on the channels and the technologies, a lack of clearly calculated examples, models, and user cases, and the rising pressure to account for everything using the almighty ROI. Some marketers want to measure yet many simply don’t know how.

Engagement Has Its Rewards In Social Media

Social Marketing Forum

One of the most sought after answers in Social Media is whether or not engagement in social networks such as Twitter or Facebook directly correlates to customer acquisition, retention, and advocacy. Before we can earn customers however, we have to recognize that at any given time, there are also prospects. And, prospects require information and confidence in order to make decisions. Social media marketing advocacy Brian Solis Chadwick Martin Bailey customer acquisition customer retention customers decision making cycle Facebook fans followers iModerate Research Technologies Twitter

How Social Media are Challenging the Old Media Business Models

Social Marketing Forum

There are quite a few media business (revenue) models which come in different classifications and structures, but I find this diagram organized by Paul Bradshaw most suitable to discuss the subject, mainly because it is very clear, informative and well structured. Source: Paul Bradshaw ). But the times are changing. Social media is all about disintermediation. Madness? The outcomes.

Influence: Facts, Opportunities and Threats of Influencer Marketing

Social Marketing Forum

The importance given by people to the opinions of others is well known by now. We pay a great deal of attention to what complete strangers, the so-called “peers”, “influencers” etc. say and think. The opinion of family members, friends and business contacts is naturally also important. Do we value peer and influencer opinions more than ours? An opinion is by definition very subjective.

Reactivating and Engaging Inactive Email Recipients in 8 Steps

Social Marketing Forum

All email marketers have them: inactive recipients and dormant email addresses. People that are still subscribed to their email lists with a valid email address but never open their emails and thus don’t interact with them anymore. How do you re-engage these subscribers? Well, obviously, it starts by defining what an inactive email recipient is. There can be several reasons. Step 4: Listen.

Social Media Relationships: Moving Beyond The 140 Game

Social Marketing Forum

What better process is there than connecting in the stream; talking and engaging with people and then moving towards direct contact in the form of face-to-face or at least telephone. By all means get in there to engage and chat but please don’t play the 140 game only. It really is good to talk. Relationship marketing Social media marketing relationships social communication social media marketing Twitter

The Single Main Reason Why People Start Following Brands Online

Social Marketing Forum

Last week I talked about a study by Boston-based Cone that shows how scarce and precious brand loyalty on social media really is. Cone found that people on average only followed 4.6 brands on so-called “new media” and, more importantly, that it’s not easy to get a loyal “follower” or “fan”, and certainly to keep him. These findings are not shocking. Offers, discounts and promotions beat love.

Maggie Fox: Be Yourself, Deliver Value And Think Differently

Social Marketing Forum

Maggie Fox is the Founder and CEO of Social Media Group, one of the largest independent social media agencies in the world. While working at SMG, Maggie has helped to create and execute social media strategies for the likes of Ford Motors, SAP, Thomson Reuters, 3M and CNN. An interview. Interviews interview Maggie Fox social media marketing

Advanced Use Of Social Media Sharing Tools In Email

Social Marketing Forum

Many email marketers have discovered that social media and email marketing can be a perfect fit. The list of ESPs that provide sharing tools and functions in their email marketing solutions keeps growing. But sharing tools are just a tiny detail in the convergence of social and email. Some thoughts on taking your social email marketing some steps further. Cross-channel Email marketing email marketing sharing tools social email marketing Twitter button

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Twitter: The CB Radio Of The New Millennium

Social Marketing Forum

Twitter is the CB radio of the new millennium. Realizing this connection gives us a glimpse at what is going on now, why it happens and where it might go. It should also help keep things in perspective for business trying to leverage it to reach potential customers. Opinion Social media marketing CB radio Twitter

Online Privacy Matters: People Are Responsible And So Are Marketers

Social Marketing Forum

To really be a part and thus, get the most out of any community online or off, you must share part of you and to some degree relinquish a little precious privacy. However, perspective is absolutely vital to avoiding the pitfalls of online privacy. Marketers: don't play with people's digital identity, your reputation is at stake. Email marketing Opinion Social media marketing email marketing online privacy reputation social media marketing Xan Pearson

Jim Sterne: Social Media KPIs Depend on the Individual Organization and Goals

Social Marketing Forum

A while ago I talked with Jim Sterne about his latest book Social Media Metrics , a must for everyone that wants to have a measured and valuable social media marketing approach. In a short interview I asked Jim what metrics and KPIs marketers should take into account regarding social media marketing. What can be measured and what can’t? How many people had the opportunity to see the message?

When Is Social CRM Not Social CRM?

Social Marketing Forum

The industry still seems to be getting its knickers in a twist over terminology. Social CRM' has seemingly been settled on as the de facto term for the utilisation of social media to interact and engage with consumers for mutual value. But the matter is still far from settled. CRM CRM Evolution Customer 360 CX David Myron Ed Thompson Gartner Ian Hendry Jason Mittelstaedt Michael Krigsman MyCustomer Neil Davey Paul Greenberg RightNow Technologies social crm

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European Social Business Network XING Acquires Amiando

Social Marketing Forum

Germany-based social business network XING announces it acquires amiando, a main European player in the area of online event management and ticketing services. It’s an interesting move from XING and a sign of where social networks for professionals might (continue to) head in the future. Industry news amiando LinkedIn XING

Ten Lessons Social Media Marketers Can Learn from Email Marketers

Social Marketing Forum

A while ago I posted an article on The eMail Guide , as the name says a site about email marketing and run by a few extremely nice people. As I write a lot about social media marketing and email marketing I wrote a post called “Why email marketers understand social media best (even if they don’t know it)&#. But there was some irony in it. Since I talked about “good&# email marketers, hoping to convince email marketers to embrace social media. At the same time, it is true that people who specialize in social media marketing can learn a lot from email marketers. It’s about sharing.