The inbound marketing experts at HubSpot along with Jeff Ente of Who’s Blogging What have just published an outstanding collection of social media insights, 54 Pearls of Marketing Wisdom by “26 of the world’s best marketing experts.” The assembled pundits weighed in on one or more questions regarding social media strategy, mobile marketing, online content, guidance on allocating resources between social networks and more.
Among the experts are Seth Godin (author, most recently, of We Are All Weird), Jeff Bullas, Sarah Worsham, Ian Lurie, Sharlyn Lauby, Valeria Maltoni, Heidi Cohen, Maddie Grant and Joe Pulizzi. Quite a lineup.
A few highlights of the 66-page report include:
Seth Godin: “I think the relentlessly ebbing of perceived privacy is happening faster than most people thought it would. This is leading to both small pockets of frustrated, trapped people who are afraid of what’s known about them, and a larger portion of the population that’s redefining what they think is normal.”
Linda Bustos (on Google+): “I notice that retweets of my blog’s articles are down since it’s launch, understandably, especially since Google Reader removed other sharing options in favor of the Plus button…I’m also surprised that there’s room for another social network. This and new sites like Pinterest show us there’s still room for new social networks, provided they offer something Twitter and Facebook don’t.”
Sharlyn Lauby: “After what seems like countless failed attempts at social by Google (Buzz, Wave, Orkut, etc), Google+ is already enough of a hit to force marketers to leverage, if only for its search implications.”
Heidi Cohen: “With increasing smartphone penetration, the following mobile marketing elements are the cost of entry: mobile website (fast loading, streamlined to main mobile function and easy to use), mobile search, and email marketing (the top mobile device activity). optimize to be read on-the-go with mobile call-to-action and phone number. ”
Dave Chafey: With mobile I always start with the current level of mobile usage for a company through analytics – to make sure decisions aren’t swept away by the ‘mobile web access to replace desktop access by 2014’ hype. Sure, for some brands in fashion and publishing mobile access is more than 20% in 2011. But for many others it’s in the single digits. Most mobile usage will be around search and the social networks, so make sure these work locally.”
Maddie Grant: “Marketers should stop marketing and start connecting. Start solving problems. Start building relationships.”
Joe Pulizzi: “Every piece of your content should be excellent enough that customers are compelled to share it. With Panda and four (maybe five) major social networks, the best content will rise to the top. That means, velocity will not be as important as truly impactful content.”
Michael Lazerow: “Content needs to be not only interesting, but also engaging and shareable. Content is constantly evolving, so brands need to stay ahead of the curve as best they can. Before you publish anything, think to yourself: is this something I would share with my social network? Is this something that my audience would identify with?”
Cameron Chapman: “The way that content is distributed now is both fantastic for those who are publishing content, and disastrous for the general public. On a daily basis I come across content littered with errors, either intentionally or accidentally, that is being passed around as gospel. Content creators need to take it upon themselves to verify everything they’re putting out there. In many cases, it goes unnoticed, but when it is noticed, it destroys your credibility. I hate to see an infographic or any content that obviously involved a lot of time made useless because someone didn’t fact check.”
And there’s much more, including my thoughts on social network resource allocation on page 39. It’s a hefty document, but the wisdom is handed out in easily digestible bite-size chunks. Want to be ready for what’s coming in social media tomorrow? Download 54 Pearls of Marketing Wisdom today.