Small Business Social Marketing using MentionTribe.com
MentionTribe.com is a great tool for small businesses to share offers and incentives with customers using social media and email.
By: MentionTribe
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Small Business Social Marketing using MentionTribe.com - Video
Behaviour Change and Story Telling: Diwakar Shukla at TEDxIIMRanchi
With an overall professional experience of around 20 years, Diwakar #39;s expertise is in the field of social and brand communication. He brings with him a deep ...
By: TEDx Talks
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Behaviour Change and Story Telling: Diwakar Shukla at TEDxIIMRanchi - Video
The first two chapters of the social marketing story were about "owned" and "earned" media. Building social pages, developing apps and creating compelling content were top priorities. And there was tremendous value in this, as companies like Buddy Media and Vitrue, among others, gave marketers effective ways to host and manage their social network communities.
The mantra of these first two chapters: If you build it, they will come. There was a lot less competition for content across the social Web, so a brand could promote freely to its own audience in fairly uncluttered environments. Marketers could also drive traffic to their social pages by promoting them within their packaging and featuring them in their TV ads. And if a brand had some really compelling content, it would "earn" additional media exposure in the form of "likes" or shares or retweets.
Those first two chapters have come to a close, with $698 million and $300 million exits for Buddy Media and Vitrue, respectively.
Today, given the increasing competition for attention within social networks and their evolving ad-supported business models, marketers are facing a new set of challenges in achieving the same level of success from owned and earned marketing efforts. It has simply become more difficult to get your message out organically. Brands can't target within these social communities as freely. And it's just not as easy to justify using the real estate in a Super Bowl ad to promote a social page. (Can you recall the number of Super Bowl commercials this year that promoted a brand's social page, versus the prior 2-3 years? Hint: It was a whole lot less.)
We are now starting the third chapter of social marketing, the "paid" chapter. Brands have amassed large and loyal audiences within the social network platforms, which has taken years of effort and significant investment. There's an opportunity now to activate these audiences, but the reality is that continued activation will require further investment, new approaches and a new set of tools.
Over the course of the 13-day show Detroit Auto Show last month, some 24,080 messages posted on Twitter crowed about one car maker's lineup. This was more than triple the tally of the two next most-mentioned auto brands. The underpinnings of this success were paid tweets.
Overall submissions for a consumer product contest entered through Facebook were two times greater this year than last (even though this particular campaign has been running for a total of eight years now). The secret? Facebook's retargeting product.
A measurement study my company did with Datalogix revealed that Facebook ads drove three times the brand lift for a snack food brand.
Paid, owned and earned are no longer a string of disconnected media tactics, but rather are three legs of the social marketing stool. If any one leg is missing, this stool cannot stand. This new chapter in the evolution of social media marketing will consist of a new set of best practices for applying paid social media strategy as a way to link the three legs together.
It is an exciting time for social media marketers. The paid advertising opportunities are as advancedand in many ways more precisethan what exists in general display advertising. But along with these sophisticated new opportunities are serious complexities. Understanding all of the ways a brand can activate its audiences in social media and managing those activation efforts requires expertise and dedication. In addition to strategic abilities, technology also plays a vital role. But regardless of the individual mix of strategy and technology that a marketer may choose, the most important thing will be to understand and embrace this third chapter, as it will surely be the most defining yet.
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The Next Chapter of Social Media Marketing Is the Paid Promo
The integration of search and social is extremely significant and two SMX sessions addressed the subject in varied ways. The first of two was focused on top social tactics for the search marketer. Featuring Lisa Williams (Director of Digital Marketing Strategy, Search Discovery), Ric Dragon (CEO, Dragon Search), Lisa Buyer (CEO, The Buyer Group), and Jennifer Lopez (Director of Community, Moz), an emphasis on creating checklists was weaved throughout.
Lisa Williams kicked off the panel will a recommendation for The Checklist Manifesto and proceeded to offer an array of checklists that can help keep online marketers accountable for completing checklists.
For example, one such list might be a channel integration checklist:
Ric Dragon followed a similar trend and noted that each companys approach to social varies based in vertical if youre a big brand, youll have different tools than small businesses.
One of Rics lists covered five big approaches to social media:
He also emphasized finding out what customers really need and delivering to that need. Were not in the business of selling hair brushes to bald men, Ric humorously said to drive the point home. Figure out your game; figure out how content can really mean something for you and your audience.
Lisa Buyer focused primarily on social media and PR, offering some unique insight to the field. Lisa highlighted many lists focused on whats in and whats out in regard to the current state of PR, along with dos and dont for todays news releases.
In:
Out:
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#SMX West 2014 Recap: The Integration of Search and Social by @thebigdebowski
Google acquired Wildfire back in 2012 to bring its social media marketing services to its own customers. Last summer, Google started integrating Wildfire into the DoubleClick platform.
Now, Google is going to limit its investments in the Wildfire Suite, and stop accepting new sign-ups. Rather, it will continue to integrate it into its other products.
Product Management Director Victoria Ransom had this to say on the Wildfire blog:
To help accelerate this, weve decided to dedicate our resources to this integration. The Wildfire Social Marketing Suite, which helps businesses manage their posts and content on social networks like Facebook, Twitter, Google+ and Pinterest, will continue to be supported, but further investments will be limited: we wont be building new features or signing up new customers. Our focus will be on integrating Wildfires technology with our ad technology platform and building new features that enable marketers to use social insights to improve their marketing campaigns.
With this increased focus, we think we can better help marketers get the most from their digital campaigns. Our teams are looking forward to working with our customers to make that happen.
Browsing the rest of the Wildfire blog, it doesnt look like Google has really been doing all that much with the product anyway for quite some time.
Image via Google
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Google Closes Wildfire To New Customers, Continues DoubleClick Integration