Tag Archives: social media roi

From destination social to dispersed social

A great little deck from Patricia and Steve at The Social Practice in London looking at ten trends in social media – or more acutely how social media is evolving from a destination to being everywhere.

As mainstream ubiquity gives rise to mobile commerce, sharing, liking, scoring and polling on the move, social businesses push the boundaries.

Baffled? Don’t be. The slides lay it all out. One thing is for sure. The soothsayers who predict the demise of social media as marketing return on investment folly haven’t got a clue.

 

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Links worth a click #9

At the end of every week, I look to pull some highlights from the huge amount of marketing and technology content I stumble across each week online. Here is a round up of this week’s ‘must reads’.

Mobile: As more people access the web through their phones, greater consideration needs to be given to the web experience on a significantly reduced screen. Here are five simple steps to getting started with mobile marketing.

Keywords and SEO: 4 helpful tools including some bespoke Hubspot tools for identifying the right keywords.

Social media ROI: A guide to measuring the results of your social media strategy [Infographic]

Engagement: Hubspot has conducted research that suggest engaging in conversation doesn’t grow your reach which is at odds with widely held beliefs [Infographic]

Last week I posted part one of a series on blogging from expert Jeff Bullas, How a Blogger can Build a Global Audience from Zero. Here’s part two: Marketing & Momentum

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4 reasons to consider outsourcing (some) of your b2b social media activities

Committing to any form of outsourcing in simplistic terms means you have to pay for a service. Yet Social Media Examiner’s 2011 survey found that over 72% of marketers still retain in-house control of social media campaigns.

So why consider outsourcing some elements of your social media activity when the whole point is supposed to be about personal engagement of prospects and customers and the creation of deeper relationships?

By paying for external support with your social media you will have to:

1. PLAN: Outline what you want to achieve to a third party which means you will have to provide a written brief detailing what you want social media to do for your business.

2. GOALS: Set objectives that will give you something to frame your activity within, to work towards and to evaluate your success against.

3. ROI: Deciding how success is going to be measured helps to quantify what the return on investment your management can expect to see.

4. CREATIVE: You may not have the creative spark (the big idea), technical expertise (to translate dry product information into high impact lead generating content) or in-house resource to develop a relevant and durable social media campaign.

Going through the process of explaining what you plan to do opens up your plans to scrutiny, which brings clarity. And whilst bringing in the experts naturally creates an additional cost,  managed well, you may just execute sharper, focused more creative and more relevant social media campaigns as a result.

Image: Tom Fishburne

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How to introduce content marketing into your b2b marketing

I try and keep the plugs to a minimum, but I’m genuinely pleased to announce that the team at BDB has just cut a little video with yours truly waxing lyrical about the virtues of content marketing – what it is, why to include it in your marketing plan and crucially how to assess its ROI potential for your business.

The embed is below, but viewing it on the BDB site will mean you can seamlessly click around the site and take in our excellent blog!

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Solving the B2B social media conundrum

Most business-to-business (B2B) companies are already employing some form of social media as part of their marketing mix. But how many B2B marketers really think about their customers, who they are, what they look like, what they like and where they congregate, before selecting and using social media tools? And which are the right tools to use?

Read my inaugural post b2b marketing on Dave Chaffey’s excellent SmartInsights  website.

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Social media is dead. Long live social media ROI.

I’m giving a conference presentation on social media use in b2b marketing and PR today. (Doesn’t stop a guy blogging though!)

This great deck from Stefanos Karagos backs up a lot of what I’m going to be talking about in terms of planning out social media use in the same way you would with any other marketing activity, setting objectives and KPIs on which to judge success. Firming up your audience, the content that is going to engage them and the platforms and tools to deliver it.

But hang on, what’s the return? Find out more in here. Illuminating and interesting stuff.

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