Posts Tagged ‘J-P De Clerck’
Digital marketing activities and budgets are growing, because they have an impact: more than half of all employed adults say that “digital media has changed the way they work.” The ability to analyze the vast amounts of data generated by digital marketing activities, and translate that analysis into digital marketing strategies and tactics, will be key skills for marketers in the next decade.
Here are four more key takeaways based on the digital marketing facts and statistics presented below:
- • Digital marketing (and customer service) are growing… Companies spent, on average, 25% of total marketing budgets on digital in 2014. But that figure is projected to jump to 75% within the next five years. And while less than a third of customer service interactions took place online last year, volume is expected to grow 53% this year.
- • …because it matters to buyers. 80% of consumers do “a lot” of online research for major purchase decisions, and 46% say they count on social media when making such choices.
- • But getting results isn’t easy. Digital marketers spend more than half of their online advertising dollars on direct response goals, yet consistently generating leads or revenue remains one of their top two challenges.
- • Rethink display? Marketers in the U.S. will spend nearly $24 billion on online display advertising this year, and 59% of CMOs view display ads as an effective marketing channel. But with their low click-through rate, display ads make sense only if they support other measures of digital success, such as brand awareness.
You’ll find more insights in these 14 dazzling digital marketing facts and statistics.
14 Digital Marketing Stats and Facts
1. 80% of consumers say they do “a lot of” online research before making significant purchase decisions. (Digital Marketing Philippines)
2. 46% of online users count on social media when making a purchase decision. (Marissa’s Picks)
3. 38% of companies will hire more digital marketing professionals in the coming year. But about half of those positions will be filled by temporary or contract help, not full-time employees. (MediaPost)
4. 2015 pay ranges for digital marketing positions:
– Chief digital officers: $148,000 – $280,000
– Chief marketing technologists: $140,000 – $241,000
– Chief marketing officer: $142,000 – $230,000
– Director of digital marketing: $128,000 – $190,000
– Director of eCommerce: $100,000 – $166,000
– UI/UX Architect: $103,000 – $155,000
– Web designer: $65,000 – $110,000 annually
– Creative services director: $75,000 – $170,000
– Interactive designer: $73,000 – $113,000
– Art director: $67,000 – $135,000
– Graphic designer: $60,000 – $90,000
– Content creation / social media digital content strategist: $80,000 – $125,000
– Content producer: $58,000 – $105,000
– Director of social media: 42,000 – $105,000
5. More than a third of CMOs say that digital marketing will account for 75% or more of their spending within the next five years. (AdWeek)
6. 60% of all digital advertising goes toward direct response goals. (eMarketer)
7. 42% of CMOs say that analytics skills will become a core competence in marketing (really – only 42%?); 27% believe earned media will become more important than paid or owned media. (AdWeek)
9. 54% of responding companies spent less than $1 million per annum on digital marketing in 2014. At the other end of the scale, 4% of companies spent more than $100 million. (MarketingProfs)
10. Less than one-third of customer service interactions took place online last year (social media, chat or email), but that volume is expected grow 53% in the coming year. (i-SCOOP)
11. Asked to name their number-one challenge, 15% of digital marketers said “meeting the expectations of the always-connected customer,” 14% chose “executing consistent campaigns that drive desired business outcomes” (i.e., leads or revenue) and 13% cited the proliferation of channels across paid, owned and earned media. (B2B Marketing Insider)
12. Companies spent, on average, 10% of total revenue on marketing in 2014. 25% of total budgets were spent on digital marketing, with 51% of companies planning larger budgets for 2015. (Information Management)
13. U.S. spending on online display advertising will reach $23.6 billion in 2015. (MediaPost)
14. Roughly half of all employed online adults also said digital media has changed the way they work, including the number of people they have contact with (51% of respondents) and the number of hours they work (35%). (MediaPost)
This was post #7 of Marketing Stats Summer (#statssummer) on Webbiquity.
#7: 14 Dazzling Digital Marketing Stats and Facts
Business and consumer marketers are nearly unanimous in their belief in the importance of social media to marketing activities. As noted below, the money is following that belief: social media now accounts for about 11% of all digital marketing outlays, and spending on social media marketing will total nearly $10 billion this year.
Still, marketers sometimes struggle with strategy, tactics, and measurement in social media marketing. Here are five actionable takeaways from the two-and-a-half dozen noteworthy social media marketing and PR statistics and facts presented below:
Be responsive. People expect to hear back from the brands they interact with on Twitter and other social networks. And when they report a problem or issue, they expect to hear back quickly: 53% of consumers on Twitter expect a response within the hour. Furthermore, nearly half of all social media users share content with their friends, family and co-workers at least weekly; so if they have a bad experience with your brand, the word is likely to spread.
Strategize and measure. 88% of marketers believe social media marketing is important, and 75% of consumers say they use social media in the buying process. Yet nearly half of marketers only “somewhat agree” that analyzing social media engagement can help improve the bottom line. The key to making social media marketing effective at the business level is to have a strategy in place and measure key performance indicators. Unfortunately, strategy and measurement are cited as the top two challenges faced by social media marketers. They aren’t easy, but those who get these two areas right will succeed.
Know your market (B2B). Twitter is the place to engage with companies: While just 20 of the of Fortune 500 companies actually engage with their customers on Facebook, 83% have a presence on Twitter—as do 76% of the NASDAQ 100, 100% of Dow Jones companies, and 92% of the S&P 500. For reaching top executives though, LinkedIn is the place to be. Though only 32% of Fortune 500 CEOs have a presence on any major social network, the majority of those (25% of the total) are on LinkedIn. And 59% of executives prefer video content to text.
Know your market (B2C): Nearly three-quarters of adult Internet users in the U.S. are active on at least one social network (predominantly Facebook)—but not all use social media the same way or have the same expectations. For example, while just 2% of all consumers prefer social media over other channels for customer service, 27% of Gen Y-ers favor it. On the other hand, consumers aged 55-64 are more than twice as likely to engage with brand content as those younger than 28. Older social media users favor Facebook and Pinterest; the 34-and-under crowd dominates on Tumblr and Instagram.
Get social PR right. While journalists are open to connecting with and being contacted by PR pros using social media, they prefer email for pitches and follow up. But 76% of journalists say they feel pressure to think about their story’s potential for sharing on social media platforms—so make sure that’s part of the pitch.
There’s much more in this collection of two and half dozen sensational social media marketing and social PR facts and statistics.
16 Social Media Marketing Stats
1. People ages 55-64 are more than twice as likely to engage with a brands’ content than those 28 or younger. (Social Media Today)
2. People share content 49% more on weekdays than on weekends. (Social Media Today)
3. On average, social media accounts for 11% of digital marketing spending. (MarketingProfs)
4. 72% of adult internet users in the U.S. are now active on at least one social network, up from 67% in 2012. (Marissa’s Picks)
5. More than 70% of users expect to hear back from the brand they’re interacting with on Twitter, and 53% want a response within the hour. (Marissa’s Picks)
6. 49% of people say they share online content they like with friends, family or co-workers at least weekly. (Ber|Art)
7. 86% of marketers believe that social media is important for their business. (Ber|Art)
8. U.S. spending on social media marketing will reach $9.7 billion in 2015. (MediaPost)
9. Although 88% of marketers believe social media marketing is important, nearly half (48%) only “somewhat agree” that analyzing social media engagement can help improve the bottom line, and 15% don’t think analyzing social engagement matters at all. (eMarketer)
10. The top four challenges faced by social media marketers worldwide are assessing the effectiveness of social media activities (cited by 67% of marketers); designing an overall social media strategy (62%); making social media data actionable (61%); and educating staff on how to use social media (59%). (eMarketer)
11. Product/brand recommendations on social media mean more to younger people. 28% of those aged 18-34 say they are “very” or “fairly” likely to make a purchase based on a friend’s social media post, while just 33% say they are “not at all likely” to do so. The first figure gets smaller and the second larger with age; among those 65 and over, just 4% are likely to make a purchase based on a social media recommendation, while 78% are not at all likely. (Heidi Cohen)
12. 75% of customers say they use social media as part of the buying process. (Biznology)
13. 56% of marketers do not use any form of paid promotions on social media. (Cision)
14. Consumers may use social media for customer service, but they don’t love it. Although 67% of consumers have already used a company’s social media channel for customer service, just 2% say they prefer it over other options. Phone and email remain the most popular channels (66% combined). (MediaPost)
15. However–27% of Gen Y-ers favor social media for customer service. (MediaPost)
16. Facebook and Pinterest are among the “oldest” social networks in terms of their member demographics; 63% of U.S. Facebook users and 58% of those on Pinterest are age 35 and older. On the other hand, the 34-and-under crowd dominate on Tumblr (just over 50%) and Instagram (60%). Twitter is more balanced. (Social Media Today)
6 Social PR Statistics and Facts
17. While many journalists say they’d like PR pros to contact them via social media, less than half of PR practitioners have successfully pitched a journalist or outlet via social. So while engaging on social is a great add-on, traditional methods such as using a media database to target specific beats remains ever-important. (Cision)
18. The top three measures used by PR pros to show social media success increased website traffic (64%), increased engagement (61%) and increased followers (59%). (Cision)
19. 88% of PR professionals say their businesses or clients regularly engage on Facebook—more than any other social media platform. Twitter came in a close second at 85%. (Cision)
20. Journalists receive, on average, 50-100 press releases every week. 44% prefer to receive them in the morning. 68% just want the facts. (B2B PR Sense Blog)
21. 76% of journalists say they feel pressure to think about their story’s potential for sharing on social media platforms. 64% say they prefer that follow-up on “pitches” be done via email rather than phone. (BentoBox Media)
22. When using video, 74% of journalists prefer content created by their own organizations. Just 3% use corporate / branded videos. (BentoBox Media)
6 Facts and Stats About Executive and Enterprise Social Media Use
23. Just 32% of Fortune 500 CEOs have a presence on any of the major social networks (Twitter, Facebook, LinkedIn, Google+, and Instagram). Most of those have a presence on only one platform, with the majority (25.4% of the total) on LinkedIn. Mark Zuckerberg is the only Fortune 500 CEO on all five major social networks — and he owns two of them. (MediaPost)
24. 59% of senior executives prefer video over text. (41 Stories)
25. Just 20 of the Fortune 100 comnpanies actually engage with their customers on Facebook. (i-SCOOP) [IMAGE maybe – good one – social customer service]
26. On a company level, 83% of the Fortune 500 had a Twitter presence in 2014, up from 77% the year before. 80% were on Facebook, up from 70%. (Sword and the Script)
27. Among 500 of the largest U.S. companies, Cisco and HP score first and second in their use of social media for corporate communications. But Facebook is only number 242, and Apple comes in 416th place. According to research by Investis, “Facebook was marked down because it did not engage with its corporate audience using the other social media platforms reviewed. Even on its own platform, Facebook’s investor relations page fell well short of best practice. For example, it does not use videos or hashtags and it does not appear to have responded to any of the posts left by users.” (Virtual Press Office)
28. Only 76% of Nasdaq 100 companies maintain a corporate Twitter account which compares with 100% of the Dow Jones and 92% of the S&P 100. (Virtual Press Office)
3 SMB Social Media Marketing Stats
29. 75% of SMBs use social media to promote their businesses–more than any other media category. (MediaPost)
30. Social media is not only number one in terms of utilization by SMBs, it is also number one in share of SMB media spending (21% of total media budgets). (MediaPost)
31. In the average firm of 100-500 employees, seven people are involved in a buying decision. (Biznology)
This was post #5 of Marketing Stats Summer (#statssummer) on Webbiquity.
#5: 31 Sensational Social Media Marketing and PR Stats and Facts
If you were asked to name the top thought leaders in marketing today–the 10 marketers you’d definitely advise others to follow on social media–how would you proceed?
You’d probably start by looking at those you’re connected with on the major social networks, then do some additional research. Perhaps you’d look at existing “top” lists from other sites. You’d develop a “long list” of worthy experts, then gradually narrow it down based on followers, level of engagement, quality of posts, and other factors. You’d carefully develop your final list, possibly using a method like pairwise ranking.
But—what if you had to answer on the spot? What if you had to respond immediately, or within just a few minutes? You’d forget some important names, of course, but your answers would reveal those you keep top of mind.
If you’re up for it, try this now; spend no more than five minutes listing your top 10—then come back to this post.
This recently happened to me. Below is my list in response to the question:
Cheryl Burgess would unquestionably be on the list. In addition to being an expert on enterprise b2b marketing, she’s the co-author (with Mark Burgess) of The Social Employee, and the authority on how to inspire employee social media advocacy inside large organizations.
Meghan M. Biro is an acknowledged thought leader at the intersection of HR, social media and marketing.
Carla Johnson is one of the top experts on enterprise content marketing. Plus, she went to grade school in a one-room schoolhouse, making her ascent all the more impressive (or perhaps that just explains it?).
Jeff Bullas — does anyone know more about blogging than Jeff? He’s one of those guys who seems to defy the laws of time and space by being able to consistently churn out bookmark-worthy blog posts, speak at events all over the planet, write ebooks, and still engage actively and prolifically on social media.
Glen Gilmore has long been known as an author and expert on the intersection of social media and the law. But not content with that, he’s more recently emerged as a top authority on the Internet of Things (IoT) as well.
J-P De Clerck is a “digital business and marketing strategist” whose expertise stands in the crossroads of content, search, and social media. Plus he’s from Belgium, so along with Jeff Bullas (Australia) he keeps this list from being too U.S.-centric.
Gini Dietrich is a top PR pro, author of Spin Sucks and co-author of Marketing in the Round (incidentally a great primer on building a team to execute a web presence optimization strategy), and tweeter of consistently good stuff.
Wendy Marx is a brilliant b2b PR strategist whose B2B PR Sense blog is a must-read for any marketing or PR pro seeking wisdom and insights into b2b content marketing and social media.
In the moments after rattling off this list, my first thought was: not bad, for a group quickly compiled off the top of my head.
But my second thought was: wow, I missed a lot of important and worthy names!
In the realm of content marketing, Michael Brenner, Neal Schaffer, Rebecca Lieb, Heidi Cohen and Ann Handley are certainly worthy additions. As are, getting more granular, experts in developing b2b buyer personas, like Ardath Albee and Tony Zambito.
Even at that, there are deserving names left off the list.
If I’m ever again asked to name a list of the top 10 social media marketers, I think I’ll answer—I can’t name 10. But I can give you 75 or so.
Who’s on your “top of mind” top 10 list?
A well-written and consistently updates business blog is a vital core element of a successful content marketing program. As noted below, blogs are among the most effective tools for increasing website traffic, generating leads, and acquiring customers. Yet blogging requires considerably less expense and effort than other top marketing tactics like live events, webinars, and video.
What are the key elements of a successful business blog? How can you plan a consistent stream of compelling post topics? What are the most effective techniques for crafting killer headlines and gripping copy? How can you increase your content marketing footprint through guest blogging?
Find the answers to those questions and more here in almost two dozen of the best guides to business blogging strategy and tactics of the past year.
Two Guides to Business Blogging Benefits
Why the Company Blog is More Important Than You Think by Business2Community
According to recent research reported on by Business.com, “Three of the top (marketing) tactics (in-person events, webinars and video) require significantly more resources to deliver”than business blogs, though “compared to these three tactics, blogging is relatively cheap and easy to produce; and as a bonus, it provides a nimble and consistent message platform.” As if that isn’t enough, this post details four more “benefits an authentic company blog can deliver to the organization, beyond the top line” that make the effort required to maintain a high-quality, relevant blog presence worthwhile.
It really shouldn’t be necessary at this point to “sell” top executives on the concept of business blogging, but for those still struggling, Kapil Jekishan supplies “ten of the most persuasive statistics you can bring to the presentation you’re no doubt already preparing for your boss,” including the impacts of blogging on website traffic and customer acquisition, its advantages over advertising, and big-company validation: “Fortune 500 companies have never had reputations as early adopters, but even they have been forced into the business blogging arena to compete for customers”—which is why the percentage of Fortune 500 firms that blog more than doubled from 2008 to 2013.
Six Blogging Strategy Guides
Six Crucial Attributes of a Successful Business Blog by MarketingProfs
Michael Gerard details six attributes needed to “to launch and sustain a successful business blog” based on an analysis of more than 400 blogs at the 10,000+ visitors-per-month level. One noteworthy piece of advice: the best content marketers “market their marketing” though social channel, promotional tactics, collaboration with other internal teams, and tapping into “paid media such as Outbrain, Disqus, Taboola, and other types of promotional services.”
Corporate blogging guide: strategy and tips by i-SCOOP
***** 5 STARS
J-P De Clerck provides an outstanding detailed guide to corporate blogging, including consideration of various corporate marketing goals for a company blog, a look at 14 business blogging success factors, and an infographic loaded with statistics and facts about why blogging matters, e.g.: 128 million Americans read blogs; 57% of companies have acquired customers through their blogs; and companies that blog regularly have better relationships with their customers.
29 Musts You Need to Do Before Launching Your Blog by SteamFeed
DJ Thistle writes that building a successful blog “takes preparation, time, promotion, commitment, constant education, and most of all awesome”—and by that last word, he means following these two-dozen-plus recommendations, from starting with 10-12 posts in the bank to periodically creating evergreen content to connecting with “like-minded bloggers and influencers,” building an email list, and more.
B2B Blogging: Beyond the Basics by MLT Creative on SlideShare
This presentation from Billy Mitchell and the team at MLT Creative covers the benefits of blogging, how to keep company politics out of business blogging (“Everything starts with strategy. The blog must be aligned to strategy or you are doomed”), how to create a blogging strategy, how to get people inside and the company engaged with the blog, how to drive conversions, and more.
The State Of Blogging 2014 [Research – Charts] by Heidi Cohen
***** 5 STARS
First, yes, the helpful facts and statistics in this post still apply in 2015. Among the actionable treasures from Heidi Cohen here: the average blog post is 800 words—but the ideal length of a search-optimized blog post is 1,500 words. And 54% of bloggers say they publish at least weekly—but “to generate leads from your blog, the sweet spot for is 2-3 times per week according to HubSpot.”
30 Tips to Freshen-up & Rock Your Blog in 2014 by Pam Moore
These tips still work for 2015! Pam Moore details “30 tips to freshen up and rock your website,” starting with defining your objectives and audience and progressing through refreshing your content, creating an editorial calendar, inviting contributions from guest bloggers, engaging your audience (bring site visitors “in closer with social links, surveys, video, comment plug-ins, audio”) and more.
Two Guides to Generating Blog Topic Ideas
Stuck for post topic ideas? Amanda Gallucci provides more than six dozen ideas to kickstart your creativity, organized into 15 categories including tools (e.g., “Create a video tutorial that walks people through how to use a tool for a specific task”), lists, internal resources (“Find out what questions your account managers get asked most frequently. Put together a blog post or other resource that lays out the answers”), events, and “out of the box” ideas.
This Is One Of The Best Sources of Blogging/Social Media Information by Joshua Wilner
Joshua Wilner sings the praises of the Support section at WordPress.com, which provides answers to both common and not-so-common questions, “ideas and information about how to use social tools on your blog so that you can drive more traffic,” resources and information about how to change the appearance of your blog, and other do-it-yourself blogging resources.
Nine Blog Writing Guides
Kevan Lee outlines “the 7 essential elements of a perfect blog post,” from how to write the perfect headline (‘Readers tend to absorb the first three words of a headline and the last three words…[but] of course, few headlines will be six words long in total. In those cases, it’s important to make the first three words and the last three words stand out as much as possible”) to how to optimally use subheads, time your posts, and plan killer post topics.
No Time to Blog? 11 Tips to Create Content Faster by Blue Kite Marketing
Writing that “although many businesses see the benefits of it content marketing, they struggle with committing the time it takes to create content on a regular basis,” Laura Click serves up 11 “quick tips to help you create blog content quickly and easily,” such as recording short videos, publishing infographics, and re-purposing content (“Every company produces tons of content every day—it just might not be in the form of a blog post. Take a look around and see how you can re-purpose emails, FAQs, presentations, etc.”).
30 Stellar Blog Tips For Posts Your Audience Loves by Heidi Cohen
Heidi Cohen (again) lists 30 useful “blog tips for creating blog posts your audience loves to read,” such as design factors, use of images (“Take the time to ensure your images support your blog goals”), utilizing other content formats like video and presentations, crafting concise headlines, and focusing on helpful content over self-promotion (though using calls to action where appropriate is fine).
23 Tips for Writing Click Worthy Blog Titles by Prof KRG
Kenna Griffin summarizes the attributes of an effective blog title along with nearly two dozen tips for writing click-worthy titles, such as using strong verbs (“Use strong action verbs in your titles. Avoid passive verbs and ‘be’ verbs”), including a number (“Scannable list posts are popular among blog readers. If your post is a numbered list, use the number of items in the title”) and avoiding abbreviations.
This is a long post and the steps outlined require a fair amount of effort, but the process outlined here by Adam Connell can certainly deliver results. He delves into how to create high-impact visuals using Canva, how to use WordPress plugins to create shareable quotes, how to identify and get the attention of influencers (and how not to do this), and how to leverage niche social bookmarking sites.
10 Steps to Building More Effective Blog Posts by Blue Kite Marketing
Laura Click (again) explains her methods for “how to build and structure blog posts in a way that’s optimized for today’s website visitor,” from writing a compelling headline (useful tips plus links to additional resources) and including a strong introduction (“Next to the headline, the opening paragraph is the most read part of your blog post…Ask a question. Tell a quick story. Start with a problem. Share some statistics”) to including a call to action.
Scott Ayres shares the strategies Post Planner used to achieve some very impressive 12-month growth figures, all done with content marketing. Daily posting, aggressive list-building, and utilization of “11 key blog post ingredients” ranging from an irresistable headline and opening with a bang (“if you don’t capture the reader’s attention in the first couple sentences of the the post, they’ll just bounce”) to maintaining attention with internal cliffhangers and choosing an arresting image.
Sarah Goliger reveals results of testing on various types of titles and which work best. Among the findings: questions work slightly better than statements (“Frame your blog post title as a question to make it more intriguing”), “you-focused” language beats “me-focused” (“Craft your title language to be about the reader and what is interesting to them, not you”), and beginning your blog post with a number helps.
How to Stick to Your Blogging Schedule by Blue Kite Marketing
Pointing out that “One of the biggest reasons company blogs fail is lack of consistency” in serving up fresh content, Laura Click (yet again) offers 10 helpful tips for sticking to a regular blogging schedule, among them building a content plan (a simple, flexible editorial calendar), eliminating distractions, collecting ideas and researching as you go (the way posts like this are built!), and working ahead when your schedule permits.
Three Guides to (Properly) Using Guest Blogging
Proof That Guest Blogging Is Not Dead, Coming Right From Google by Monitor Backlinks
Felix Tarcomnicu argues that guest blogging isn’t dead, despite earlier statements from Matt Cutts, because Google accepts guest posts (with do-follow backlinks) on their blog, and “If Google is accepting guest posts on their Analytics blog…that’s the proof that guest blogging is not dead, and you should not stick a fork in it. Period! What you should do, is to raise your guest blogging standards.”
The Pros And Cons Of A Guest Blogging Strategy In 2014 by BirdBrain Logic
Frequent best-of honoree Amanda DiSilvestro outlines the pros (e.g., building relationships: “Part of guest blogging is building relationships with editors across the web. This is an excellent way to find new opportunities and stay involved in the community”), cons (keyword links have become less important), and the ultimate verdict on the benefits of guest blogging—concepts that still apply in 2015.
The Five Types of Guest Bloggers (Funny Graphic) by SteamFeed
Reviewing the panic caused by Matt Cutts and his “fall of guest blogging for SEO” announcement, and the ensuing clarifications, Jesse Aaron shares an amusing infographic characterizing the five types of guest bloggers, such as “The Guru” (the self-proclaimed expert who values image and follower count) and “The Spinner” (submits to hundreds of sites; what’s plagiarism?).
This was post #5, the final post, of Blogging for Business Week 2015 (#b4bweek) on Webbiquity.
#5: 22 Exceptional Business Blogging Guides, Tips & Tactics
Though the use of social media and social networks for marketing is now nearly ubiquitous, and 78% of companies have dedicated social media teams, many marketers sill struggle with certain aspects of social marketing, such as formalizing strategies and measuring results.
Yet as buyers make increasing use of social media to evaluate the offerings of and engage with vendors, expectations will inevitably increase. Basic presence and listening tactics will no longer suffice, and certainly won’t differentiate brands.
What trends and changes in social media do marketers need to stay on top of? How are social media marketing best practices evolving? How can marketers make the best use of visual content? Which metrics are most valuable in evaluating tactical success?
Find the answers to these questions and more here in some of the best guides to social media marketing and measurement of the past year.
Social Media Marketing Guides
5 Social Media Trends for 2014: New Research by Social Media Examiner
Though published last February, this post from Patricia Redsicker remains timely. Key trends she identifies for 2014 (which will remain important in 2015) include the importance of social listening (though “only 31% of marketers think their social listening is fully effective”) and increasing use of social advertising (57% of marketers used social ads in 2013 and another 23% are [were] expected to start using ads in 2014″).
6 social media network updates that you missed by iMedia Connection
Hopefully you’ve caught up to these by now, but just in case, this post from Trevor LaTorre-Couch details (fairly) recent design and functionality changes from Facebook, Twitter, and LinkedIn, and explaining for each change the benefit(s) of each change for marketers.
10 Steps Using Social Media For Business Development by Soulati-TUDE
Jayme Soulati walks readers through 10 steps for “good old-fashioned networking” on social media to fuel business development, starting with setting goals (e.g., elevating your personal brand or asking for a meeting) and proceeding through characterizing your buyers, social sharing, engaging, and showing personality.
Brian Solis’ Conversation Prism Catalogs The Best Social Platforms by Search Engine Journal
***** 5 STARS
Kelsey Jones shares a fantastic “a visual map of the social media landscape” created by Brian Solis and JESS3 (see image at top of this post). The image calls out many of the top tools and platforms across the realms of social listening, learning, and adapting, further broken out into more specific groupings like video, social curation, and service networking.
10 Reasons Why Small Business Can’t Ignore Social Media by Marketing Technology Blog
The benefits of social media marketing are no longer questioned much, but for those still dealing with skeptics and doubters, Jason Squires has put together this excellent infographic showcasing its utility, supported with statistics, facts, and mini case studies.
52 Unique Ways to Create Social Media Magic by Rebekah Radice
Frequent best-of honorees Rebekah Radice and Peg Fitzpatrick team up to offer more than four dozen tips to optimize business results from social media, from joining Google+ communities and using a social media management tool to telling “your brand story with Pinterest boards” and using third-party apps to grow your Twitter following.
Jake Parent shares a dozen useful tips for being more engaging (and not a jerk) on social media, among them asking questions, complimenting people, and always giving more than you take: “always offer more value to people than you ask of them. In other words (be) on the lookout for problems to solve for people.”
24 Social Media Tips For The DIY Social Media Marketer In 2014 by Idea Girl Marketing
Keri Jaehnig details two dozen tips and tools for planning, productivity, Facebook, Twitter, LinkedIn, G+, image editing (e.g., PicMonkey – an “easy online image editing tool”) and more. The self-promotion is a tad thick in spots but the tips and links are helpful.
Frequest best-of honoree Belle Beth Cooper reports on research showing the best times of the day and week to post updates on Facebook and Twitter; to send marketing emails; and to publish blog posts. She notes however that results vary between men and women, B2C vs. B2B audiences, and sometimes even significantly between different studies.
12 Ways Social Media Could Leave You Needing A Lawyer by Louder Online
Aaron Agius details a dozen social blunders to avoid, at risks ranging from embarrassment to winding up in court, such as using vulgar language, getting political, using auto-responses, or “insensitivity to personal struggles” (a particularly relevant but wince-inducing example).
Carrie Keenan has brilliantly compiled 10 of the dumbest (but sadly, far from most uncommon) questions asked of social media managers, among them “Hey, I use Facebook. I would be so good at your job!,” “What do you do all day?,” and the gawdawful “Can’t I have an intern/my son/my granddaughter, etc. do that for me?”
B2B Social Media Marketing Guides
A Key Secret to Jazzing UpYour B2B Content’s Visual Appeal by B2B PR Sense Blog
Writing that “Today B2B marketing departments are developing more visual content such as images, web video, infographics and Slideshare presentations,” Jonathan Pavoni demonstrates how to use Slideshare to “repurpose content, capture prospects’ attention, and drive additional leads into the sales funnel.”
Frameworks for smart content marketing programs by i-SCOOP
***** 5 STARS
While more than 90% of companies have adopted content marketing practices, many still struggle with effectiveness. To help, J-P De Clerck looks at several strategic content marketing frameworks, including the seven “building blocks” framework from Joe Pulizzi and Robert Rose and the 4-step content marketing framework for startups from Lee Odden.
11 secrets of good B2B social media by Potion
Though primarily aimed at beginners / entry level social media marketers, this post is worth at least a quick scan by more experienced social pros as well. It helpfully lays out the key components of the social marketing process, from developing and sharing content through tagging, measuring, and showing personality: “people like interacting with people. What’s your brand personality going to be?”
Five Fantastic Examples of B2B Social Media Marketing by j+ Media Solutions
While B2B marketers often focus on being professional in communications and not overly personal, this post from Jennifer G. Hanford reminds readers that whether B2B or B2C, all marketing is ultimately P2P (person to person). It presents snapshots of a handful of successful B2B social media efforts, including use of YouTube, Facebook, and even Pinterest (who knew Constant Contact maintains 100+ Pinterest boards?).
Guides to Social Media Metrics and Measures
Metrics to Measure YouTube Marketing by distilled
Phil Nottingham contends that most marketers don’t understand how to quantify social media marketing success on YouTube, and aims to fix that with this post. “‘Going viral’ isn’t a business goal, neither is having a million video views…With YouTube, your goal should always be some form of increased brand awareness.”
What to measure: ROI or KPIs? by iMedia Connection
The brilliant Rebecca Lieb makes the case for defining and measuring key performance indicators (KPIs) for social media marketing efforts rather than trying to force measures of return on investment (ROI), noting that “Measuring message amplification (or brand metrics such as purchase intent, favorability, or consideration) isn’t unrelated to ROI. All are steps along the journey — critical steps.”
what’s the right metric? by bowden2bowden blog
Randy Bowden shares his thoughts on the ROI-vs-KPIs debate introduced above. He explains how each metric works and suggests that both are important, though conceding that “you can’t measure your ROI with social media totally…(and, ultimately) ROI is not black and white.”
7 Multi-Platform Social Media Analytics Tools by RazorSocial
***** 5 STARS
Ian Cleary reviews seven “very useful social media analytics tools.” He provides a brief description of each tool as well as explaining how much it costs, the main features, how it works, and an “overll opinion” of the tool’s strengths, limitations, and ideal application.
Guides to Marketing with Tumblr and Triberr
Is Tumblr Right for My Business? by QuickBooks
While noting that not every business can make use of Tumblr, Brenda Barron outlines three questions for marketers to ask to determine if the platform may be helpful to their brand, starting with how visual your business is: “Tumblr is intrinsically image-based, much like Pinterest. This makes it the perfect avenue for…businesses in industries with a visual focus.”
Writing that “Tumblr is one of those social networks which is often overlooked, but which has tremendous potential for SEO and social media marketing,” Takeshi Young explains how Tumblr works, its benefits compared to other social networks, and how to use Tumblr for online marketing (including four types of content that “perform extremely well” there).
Tumblr Tips To Help Grow Your Blog and Social Mentions by Inspire To Thrive
Lisa Buben offers more tips for content distribution success on Tumblr, such as loving content (“The little heart ? can go a long way on Tumblr. Spread the love around”), reblogging, commenting, using hashtags (yes, “Hashtags are big on Tumblr!”), and how to gain followers.
This Triberr strategy can increase your distribution now by leaderswest Digital Marketing Journal
For those unfamiliar with Triberr, Jim Dougherty explains its a platform that “allows bloggers to increase their distribution by creating tribes that can (potentially) pool their collective social audiences.” For those interesting in trying it out–or already using it but perhaps not getting the results hoped for–he prescribes a three-strep strategy for increasing the reach of your blog content.