In the rush to implement the latest social and digital marketing programs, many marketers appear to focus on the communication aspects of their initiatives, often without much thought about the underlying strategy. They cite increases in followers, likes and visits and celebrate their successes. But while increased reach is important, if one is not focused on reaching the right target audience and providing a product or service that actually satisfies some stated or unstated need, they may be investing in something with little chance of a return. Just because this is the digital age does not mean that the marketing basics do not apply. [Read more...]
Here’s the most poorly-kept secret in the marketing, PR, sales, and religion world: conversion is a numbers game. Whether it’s getting into the NY Times or, going viral on YouTube, getting retweeted by @katyperry, or appearing on the 4th hour with Hoda Kotb and Kathie Lee Gifford. Numbers matter and we depend not only on the generosity of strangers to keep the lights on, we also depend on the law of large numbers to make sure we reach enough people in general through our ads, our mentions, and reviews to make our end-of-month, quarter, and yearly numbers so that we secure that sweet bonus and the pool we promised the family. Eyeballs, viewers, readership, ratings — it’s all about getting in front of as many of the right people as humanly possible. N’est-ce pas? [Read more...]
Yesterday, Andrea Goldberg gave our monthly webinar about how to improve a business’s social media marketing. Do you want to understand how to grow your business and reap the benefits of social business? Do you want to ensure that your social media marketing strategies have the proper organizational infrastructure to succeed? Are you aware of the organizational, cultural and leadership challenges social business brings with it? Do you know what tools are available to make your organization more open, participative and effective? [Read more...]
As marketers we tend to focus attention on early adopters and marvel at the promise of new technologies and the “next big thing”. We believe that the digital revolution has been won, and that with the right digital strategy and great execution, we will succeed. At our fingertips are the tools to enable instantaneous viral and global communications. We can create and curate relevant content and promote the fact that our organizations have multiple ways to engage with key stakeholders. Things should be going very well. [Read more...]
A question I hear often after any presentation about the implementation of a social networking platform at the workplace is: what advice can you give to companies starting their journey now, or willing to reboot their strategy? Well, my first suggestion is that you actually ask that question to a wide variety of practitioners, both successful and not-so-successful, as each experience is unique and not fully repeatable. Having said that, there are a number of items that I do see as key factors that can make a major difference towards a successful rollout. In this series, I’ll be listing a few you may want to consider, no matter if you are at the beginning of your social business odyssey, or in the middle of a pause-rethink-reset strategy. To start the series, I’ll tackle the question: with so many vendors of social platforms around, and all offering similar capabilities at first sight, does it really matter which one you choose?