Extended Posts on LinkedIn

Have you tried the new extended post feature on LinkedIn? What has been your experience? What are your concerns??

The past three weeks I posted a blog article on LinkedIn.

Jeff Bullas, Neal Schaffer and several other people I respect on social media urged experimentation with the new platform. I had had early access for a while, but finally gave it a try when LinkedIn announced that it was available to all.

All three posts have been “re-purposed” articles from my two blogs, SMM 4 Business and Service C0-creation.

I have been pleased with the metrics on the three. In the following table I compare some basic measures for the original posting on WordPress to the re-posting on LinkedIn. The numbers are very favorable and they are all in addition to the original posting.

LI post summariesThe numbers for postings two and three on LinkedIn are probably bolstered by the fact that I hired @kikischirr to make illustrations for them.

My concerns

My concerns are:

  1. Irritating my most loyal followers by multiple postings.
  2. Negative SEO impact as Google allegedly penalizes for multiple postings. (When I Google “Four P’s of Content Marketing” the third organic result is my LinkedIn post and the fifth is the original on WordPress.)

Again:

  • Have YOU tried the new extended post feature on LinkedIn?
  • What has been your experience?
  • What are your concerns??

Posted in Blogging, Content, LinkedIn, Social Media, Social Media Marketing | Tagged , , , , | 2 Comments

The 10 Principles of Social Media Marketing

This is the last week of my summer social media marketing class. Seven MBA students, most of whom are working during the day, have gathered together twice a week from 6 to 10 pm to discuss SMM for organizations.

Last session I asked the class to generate “Ten principles of Social Media Marketing” that I could use as a starting point for my next class. These are the 10 they came up with – with very little prompting or comment from their usually talkative professor (they rarely get out early):

  1. Know your organizational culture and voice. Know your audience and community. Speak to the audience with your voice.
  2. Listen. If you do nothing else, listen to what people are saying about your organization, products or services, competitors and environment.
  3. Social media is SOCIAL: Engage your community.
  4. Be patient but measure! Progress takes time but must be monitored.
  5. You can’t be on every social platform: Be on the social platforms that your target audience or community use most.
  6. Be authentic 24/7/52.
  7. Show your passion. Involve your stakeholders.
  8. Be consistent with message, principles and tone.
  9. Produce great targeted content.
  10. Have good manners. If you are angry delay your post or tweet and read it again before posting.

It seems like a good list to me…  but I am likely biased.

Do you think they nailed it?

Are any of their 10 not really necessary?

What is number 11??

 

 

Posted in Blogging, Content, Facebook, Higher education, Social Media, Social Media Marketing, Teaching SMM | 2 Comments

My Content Marketing II: #Curation, #Contributed + #Branded Content

In my last post on this site, I noted that Content Marketing goes back two centuries.

In my two previous careers (only going back to the last century) I was a content marketer and salesperson. In the days before blogs and email I folded newsletters, stamped and licked envelopes to get content to a targeted community of bank and other financial traders. I had also started holding seminars and offered to speak at third-party seminars and conferences.

Curating in Asia

When I went to Asia to run an institutional bond and derivatives sales operation I noted that many local desks divided their brokers into two groups: idea brokers and entertainment brokers.

I clearly wanted our desk to be identified as an idea broker as it: (1) fit my personal style, (2) it was more profitable – they paid the same commissions to both, but entertainment brokers had horrendous costs, and (3) I valued my liver and my family. So I stepped up the content activity.

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Posted in Content, Personal Learning Network, Selling, Social influence, Social Media | Tagged , , , , , , , , | 2 Comments

My Careers in Content Marketing

Content Marketing

Content marketing has been a hot topic in social media and marketing for the past few years. The Google Trends chart shows a dramatic upturn in searches for content marketing since 2011.

But if you look carefully at the chart you can also see that there had been a sustained level of searches by that term from before 2004. Actually it goes back much further than 2004. Content marketing is not new: in fact the origin of content marketing is often traced back two centuries. According to an article on the Content Marketing Institute site, content marketing dates to the launch of The Furrow magazine by John Deer & Company in 1895. Other early practitioners of content marketing included Michelin, Jello, P&G and Sears.

As I noted in a previous post, I had been teaching marketing and social media marketing for several years before a conversation with and an article by Sander Biehn (@sanderbiehn) led me to the realization that I had been a content marketing and content salesperson in my two careers prior to becoming a professor. In this post I will talk about content marketing and selling in pre-social, even pre-web times.

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Posted in Blogging, Content, Selling, Social Media, Social Media Marketing | Tagged , , , , , , , , | Leave a comment

Lady Gaga and Justin Bieber: Google Trends tells a Story

Did you know the careers of Justin Bieber and Lady Gaga were linked? Take a look at Google Trends for clear empirical evidence:

justin and lady g

If you look closely you will see that the Google search pattern for Justin is eerily similar to that of Lady Gaga – but delayed a year. Is it really a stretch to assume that Ms. Gaga acted as some sort of mentor to the young man as his career was launched? ;-)

I really enjoy Google Trends – if you haven’t in a while go to the site and check out what is trending. Find out what is hot and predict the future!

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Posted in Facebook, Innovation, Internet, Social Media, Social Media Marketing | Tagged , , , , , , , , , , , , , , | 2 Comments

Journalist – “a blogger wearing pants?” Contributed and branded #content.

“A Senate panel working on laws to protect the media has agreed on an official definition of a journalist. The new official definition of a journalist is a blogger wearing pants.” –Conan O’Brien

Newspapers everywhere are shrinking and dying. The story is best told in a simple chart of real ad revenues borrowed from Business Insider:

newspaper-advertising-revenue

As you can see vividly in this graph, from a peak in 2000 inflation-adjusted ad revenues for newspapers have dropped to 1950s levels. The closings, job losses and service cuts are what you would expect in an industry that has seen revenue decline by 70% in less than 15 years.

Pressure from social media and internet offerings has forced existing news companies to explore hybrid content approaches that many journalists see as a threat to integrity. Two popular “blended” content approaches blur the lines between journalism vs. blogging and journalism vs. advertising:

  1. Contributed Content, and
  2. Native Advertising or Branded Content.

These blended approaches also neatly address the pending crisis in content marketing brought about by Content Shock, the overwhelming amount of content available and the Post-Like era of social media, where social platforms make it harder for organizations to reach customers without paying for access. Organizations who can afford it, can use these techniques to reach an audience saturated with content, who are no longer easy to reach out to on social media.

These blended approaches are controversial though as discussed below:

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Posted in Blogging, Content, Internet, Social Media, Social Media Marketing | Tagged , , , , , , , , , , , , , , , , | 7 Comments

#Blogs – Something New, Something New

There are over 300 million blogs… but don’t worry more are still coming!

These are seven new blogs are from my summer SMM course. Why not take a look at one or two that interest you?

Encourage a couple eager new bloggers!

Getting to Know Israel – The author is a young Israeli women attending an MBA program in Virginia. In her blog she seeks to share what it is like to live and grow up in her home country.

Six months to Fluency – Sharing the journey of learning a new language (Norwegian – but the focus is on learning a foreign language).

Life with a LagomRabbitorph – Rabbits are wonderful pets. Really! This blog explains why.

Top Ten Sporting Moments – The author shares his most enjoyable moments as a sports fan and elicits those of this community’s.

Working out Stress – Exercise has many benefits – often overlooked is the management and reduction of stress. A how-to guide to working out stress.

BALD HEAD ISLAND WILDLIFE discusses the unique ecosystem and wildlife of Bald Head Island, NC. Save the turtles!

Goldsmith Barbeque and Cooking – Smoking and Barbeque VA and NC Style. Smokin!

And one more from my Spring undergraduate SMM class:

Faith and Hot Coffee – Living an active life with Lyme disease.

Please check out a couple that interest you and give a new blogger some feedback!

 

BTW the Beatles third or fifth album (depending on how you count), SN/SN, included the German version of “I want to hold your hand”…

Posted in Blogging, Social Media | Tagged , , , , , , , , | 3 Comments

Why Teach Social Media Marketing: #Context and #Integration

In a post last Tuesday, I noted that the students in my social media marketing classes are a great source of information on new social platforms. For example: Instagram is tops…Keep an eye on Yik Yak, Snapchat and Tinder…Facebook is for baby pictures.

I also learn new details and tricks of using Facebook, WordPress and Instagram in every class. It was clearly appropriate to start the discussion of teaching social media marketing with the quote: “If you want to learn something, read about it. If you want to understand something, write about it. If you want to master something, teach it.”  Yogi Bhajan

Why teach social media marketing?

If college students are so well versed on Social Media, why do I firmly believe that every marketing major, every business major and in fact every major would benefit from taking a course in social media marketing?

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Posted in Blogging, Content, Facebook, Higher education, Internet, Klout, LinkedIn, Mobile computing, Personal Learning Network, Social Media, Social Media Marketing, Teaching SMM, twitter | Tagged , , , , | 1 Comment

Is anything out of bounds for social media?

Caitlyn Scaggs is the Director of Communications & Marketing for Polymer Solutions Incorporated . Polymer Solutions was highlighted by Hootsuite this week for use of social media by a B2B firm. Tweet to @CaitlynScaggs & @PSITestingLab. 

Recently I let my mind wander about the amazing possibilities of social media marketing and how it can be used to elevate ANY other marketing activity—without exception. Any time I hear absolutes like, “never”, “always” , or “without exception” the first thing my mind does is race to find the exception. With social media though, I just can’t. I believe that any marketing activity you can come up with can be leveraged across a social media platform. Budgets are always tight so it is necessary to find clever ways to make your marketing dollars stretch as far as possible. I’ve come up with three marketing initiatives one might think would be out of bounds for a social media strategy—but in fact they are not!

Print ads:

Print ads aren’t digital, so surely this is an area of marketing that has to exist out of the digital world…right? Wrong! Next time you run a print advertisement try this:  Take a picture of your print ad, share it over Twitter, and @mention the publication in which the ad is running. The publication will appreciate the shout-out from a customer, you will get to share your ad to the world at large, and the ad lives on beyond the printed version. This is a great way to leverage the time and money spent perfecting the print ad. Here’s an example: “Did you see our ad in @MPO_Magazine? We do it for the love of great #science!”

Marketing Swag:

Do you regularly send your customers marketing collateral or freebies in the mail? Craft a Facebook post asking your clients to post a picture of themselves with the collateral. Did you mail a coffee mug? Let them know you would love to see a picture of them enjoying their morning coffee with your mug.  You could also use the swag as an incentive for interaction: “These new coffee mugs are looking sharp—the first 10 people to retweet this post will receive one!”

Logo wear:

Do you love it? Do you hate it? Either way, most of us have to embrace it.  Logowear is a great way to represent your company and make it abundantly obvious who you work for when at tradeshows, conferences, or other professional events. It would be fun to take a #selfie in logo wear or a group photo in the logo wear and share the picture in a clever way over you social media platform of choice. How about this:  “Check out our team looking #snazzy in our company shirts! #triplets.” This will bring an element of humanity to your brand, show your company in a fun and engaging light, and show off those custom embroidered shirts in which you invested a portion of your budget.

These are just three examples of way to transform a seemingly non digital, non social media marketing efforts into socially sharable material. Maximizing your company’s presence over social media comes down to creative thinking, willingness to try new things, and the desire to have fun with it.  This epitomizes what I love so much about social media marketing; there is nothing out of bounds!

Caitlyn Scaggs

Guest author Caitlyn Scaggs is the Director of Communications & Marketing for Polymer Solutions Incorporated . Her specific areas of interest include social media marketing and creative content marketing strategies. Connect with Caitlyn and Polymer Solutions via twitter: @CaitlynScaggs & @PSITestingLab.

Posted in Digital Marketing, Internet, SEO, Social Media, Social Media Marketing | Tagged , , , , , | 7 Comments

What is hot – Learning from my Students: Teaching SMM

“If you want to learn something, read about it. If you want to understand something, write about it. If you want to master something, teach it.”             Yogi Bhajan

Some insights on college students’ perceptions of social media platforms from my  2013/14 SMM classes:

  • Instagram is THE ONE; Vine is only for professionals.
  • Facebook is where new mothers and grandparents exchange baby pictures… And freshman post embarrassing pics that they must erase before graduation.
  • Pinterest is great – but still for women.
  • Snapchat is FUN and a little (?) racy.
  • Yik Yak is cooler than Whisper and Secret for anonymous messaging: non-PC rants, gossip etc.
  • Twitter is a workhorse for messaging.
  • LinkedIn is boring, basically assigned homework for job hunting.
  • Tinder is for Wednesday and Thursday nights… (More about Tinder later…)

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Posted in Blogging, Facebook, Higher education, LinkedIn, Personal Learning Network, Social Media, Teaching SMM, twitter | Tagged , , , , , , , , , , , , , | 3 Comments

Do Clothes Make the Man… Or hide him?

Please don’t show this post to my students! I spend time in my professional selling class promoting “dress for success” and urge students to dress just a bit better than their interviewer or sales prospect.

Yet since I have become a professor I daily dress in the broad range of business casual:  jeans and polo or plaid shirt, or a sport coat sans tie on special days. Why are my colorful silk ties and custom-made suits from Asia gathering dust in the back of my closet?

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Posted in Entrepreneurship | 1 Comment

It is hard to do the #Flip! How much have you flipped??

I have been inspired to flip my classes by the VT conference on Pedagogy and educators such as @josebowen author of Teaching Naked,. Due to this flipping influence, my classes now have:

  • Fewer lectures than three or four years ago,
  • Student summaries to begin lectures in some of the classes,
  • Weekly online Monday evening quizzes on the readings for each week, and
  • More project or application work in class

From the time saved in reduced lecturing and testing during class time:

  • In sales class we have time to do more role plays on sales practice and mock job interviews;
  • In social media marketing class there is more in-class time to work on the group consulting projects and compare individual passion projects.

What are the effects? I am confident that:

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Posted in Higher education, pedagogy | 3 Comments

WhatsApp is the future; Facebook is history…

tl;dr or Summary: I have argued for some time that Facebook is going to be disrupted: Facebook was the huge winner of Web 2.0 but doesn’t really fit the mobile age. They still have the advantage of a huge user base, but the primary functions of FB — photo and video sharing or text communicating — are better performed on smartphones by specialized apps developed for mobile. In my opinion, the purchases of Instagram and now WhatsApp is an acknowledgement that Facebook itself shares that vision!

Disruption: The model of disruptive innovation (Clay Christensen) is a new platform, technology or business model that results in a new product or service that seems more basic than the current market leader. The market leader ignores the new product/service too long and it evolves to become the new market leader. Think Mainframes/minis/PCs or the array of memory devices for computers…

Mobile is a new platform. Instagram or Vine are more basic than FB but are better as sharing pics or videos on mobile; Twitter or the more basic message apps are better at texts. Already I see my students moving from FB to Instagram, Vine, Snapchat and Twitter…

According to the model Facebook should be overwhelmed by some combination of Instagram and either Twitter or a more simple message service like WhatsApp. The big twist here is that FB has acquired Instagram and now WhatsApp before they ate Facebook’s lunch.

I hate to say it (in fact I REALLY hate to say it!) but if I am right this makes Zuckerberg a truly exceptional business leader. One of the factors that makes disruptive innovation so deadly to traditional market leaders is the unwillingness of the leaders to self-cannibalize their existing business. IBM had to send a team to Boca Raton, far away from headquarters, in order to even get a foothold in the PC business… Blockbuster held on to their stores…

Zuckerberg is, in my opinion, investing heavily in companies very well-positioned to take Facebook’s business. Exceptional!

(I have a theory of a large niche market that Facebook will eventually be limited to… I will write about that in a later post…)

 What is YOUR opinion:

  • Are WhatsApp and Instagram the future of what WAS Facebook?
  • Is Zuckerberg the truly exceptional leader who embraces disruptions?
Posted in Entrepreneurship, Facebook, Innovation, Mobile computing, Social Media, twitter | Tagged , , | 8 Comments

Personal Learning Networks… A #PLN keeps on giving!

A personal learning network is indispensable for a true life-long learner. No one person can keep up with the rush of information in her/his area of interest, but a good PLN can filter the information and keep one alert of important trends and developments.

PLNs have always been important…social media only makes it easier to create, manage and maintain the network!

I wrote some posts about how a good PLN on social media enabled me to propose and create courses in social media marketing at my university before the usual aids – other profs syllabi or a textbook – were available.

Even the STORY of how this PLN, based in Twitter and LinkedIn, has been helpful to my career:

  1. Mark Schaefer and the SMCKnox invited me to SoSlam to tell the story… and then posted a video on YouTube that has collected over 400 views,
  2. The VT Pedagogy conference invited my wife and I to give a workshop on PLNs, and
  3. The current issue of the Marketing Education Review includes an article of mine describing the process.

Don’t neglect your PLN…it keeps on giving!

Posted in Blogging, Higher education, Innovation, LinkedIn, Personal Learning Network, Social influence, Social Media, Teaching SMM, twitter | Tagged , , , , | 1 Comment

Reverse Mentoring in action… Or learning about social media from my daughter.

Teach, your parents well” -CSNY

Reverse Mentoring is a phenomenon that has been noted in many business publications including the WSJ and Forbes. Reverse mentoring involves assigning newly hired young employees to help educate experienced executives about technology or most often social media.

Reverse mentoring is obviously a reversal of the traditional model, although the bonds formed may be even stronger and more helpful to the newly hired over the course of their employment with the organization. I have effectively benefited from reverse mentoring from teaching social media to demanding young undergraduate and MBA students. I have also benefited from living in the same town as my daughter, who has both artistic and entrepreneurial interests.

Chris or Kiki as she has re-Christened herself has shown me that 15 second Instagram videos can be funny… and that Snapchat has uses beyond the obvious benefits to someone like Anthony Weiner…

Crowd-funding New Art

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Posted in Digital Marketing, SEO, Social Media Marketing | Tagged , , , , , , , , | 6 Comments

#Flip the flipping classroom!

I listened to a great talk by @josebowen author of Teaching Naked, a book urging professors to use technology – laptops, smartphones, social media and games – to flip the classroom. Move lectures and readings to outside the classroom…. and close the laptops and do hands-on projects in class.

Jose cheered the large crowd by declaring that the “MOOC Bubble” has peaked and probably popped. “Lecture capture” is dead: a taped 50- or 75-minute lecture from the most entertaining and knowledgeable expert in the field is generally B-O-R-I-N-G.

However he went on to remind the crowd that the traditional university model will continue to be under siege. Online providers are learning from Khan and others how to make content more digestible than broadcast live or recorded lectures.

Flipping as a defense against online disruption

The same studies that have shown that interaction with faculty is central to good academic results, show that the interactions that students remember are not lectures, but typically  are outside the classroom, activities such as seeking help with a problem or consulting with the professor in the professor’s office.

Dr. Bowen and many others argue that lectures just aren’t that effective. We should be focusing on those valuable contacts with students involved in solving problems or understanding content by bringing those experiences into the classroom.

Content delivery has moved from lecture halls and libraries to computers and now tablets and smartphones. So narrate some of your PowerPoints and post them on slideshare or elsewhere. Find other’s who have presented some of the same material in an enjoyable video and send students there. By “flipping the classroom” you encourage content delivery out of class where it is more efficient and increase teachable moments where students discuss, apply principles and try to use the knowledge.

The key principle of flipping: Let students receive content by the text, computer, and smartphone; use precious class time for discussion and individual or group applied work with the professor as moderator or consultant. Even the most tech-savvy flipping professor might well want to ask students to close their laptops and put their smartphones in their pockets when they are in class!

Flipping the classroom has been one of the enduring ideas for the five years that I have been attending the VT Conference on Pedagogy. It also is consistent with my teaching experience.

I think all of us in higher ed should be flipping!!

But… It is HARD. I will follow with some posts on how I am attempting to do the flip in my classes.

Your thoughts??

Posted in Higher education, Innovation, Social Media | Tagged , , , , , , , , | 5 Comments

The FOUR P’s of #Content Marketing

If you produce amazing/awesome/great content – focused on user needs. enlightening, and entertaining… then…………………… They will come.

In my recent posts I have questioned how social media marketing and content marketing will need to change now that Facebook has decided that businesses should pay to talk to customers. I call it post-Like SMM. A prominent social media writer, Mark Schaefer has been talking about Content Shock from so much stuff being published and publicized on social media. Post-Like is driven by monetization; Content Shock is a result of so much content marketing; but the effects of both are complimentary and problematic for traditional content marketing.

A number of fervent believers in content marketing have responded to the post-Like articles by citing an argument that seems borrowed from the movie, The Natural – just produce amazing content and people will consume it. Mark Schaefer has obviously had the same experience as he lead off a discussion a followup post “Six Arguments Against Content Shock” with “Great Content will always rise to the top.”

Content Marketers who argue for the “better mousetrap” are not following marketing theory or real world evidence. Was Windows 3.1 better coded or better to use than the Macintosh language? By what possible standard – other than success – would one judge “Keeping up with the Kardashians” (9 years on TV), better than “Firefly” (less than a season)? A recent Ad Age article discusses pervasive myth of the better product winning.

I think it is useful to think of content marketing in a traditional marketing framework. Some marketing people have fit social media marketing into the 4 P’s framework by suggesting that Product is brand and Promotion is Content. But if content is key to customer relationships it may be best to view it as the “product” in the 4 P’s framework.

There are FOUR P’s in Marketing!

How would the 4 P’s of Marketing – Product, Price, Promotion, and Place – apply to content marketing?

Product: Content should be high quality and matched to user needs. Content had better be excellent. Especially in a world with Content Shock where so much content being created! It is proper for marketers to product great content, focused on the target audience. However, excellence is necessary, but not sufficient. That’s why there are 3 other “P’s.”

Price: If attention is a scarce resource, even “free” content may be expensive! Price in this context includes ease of discovery: reputation and search positioning matter. This may be a real barrier for new entrants in content marketing, as already established content providers turn out more and more stuff. Making content easy to consume – summaries or ease of  skimming – may be an advantage.

Promotion: There is a reason why companies are including web addresses and social media names on products and in paid ads. Now that FB has revised its algorithm to encourage businesses to use ads and paid posts, smart content marketers will need to experiment with a mix of paid ads and posts and content.

Place: Place is more than which searches one’s stuff shows up in, or in which social networks it is shared. Further focus must be on the communities where the content is consumed, discussed and shared. In a world of abundant content, WOM will have a huge role in what consumes precious attention.

Content production will be evaluating as a product – benefits vs. costs. Some businesses may find other marketing strategies to be more useful.

What are YOUR thoughts about Content Marketing in a “post-Like” world afflicted with “Content Shock”???

Posted in Blogging, Content, Digital Marketing, Facebook, SEO, Social Media, Social Media Marketing | Tagged , , , , , , , | 5 Comments

Post-”Like” Social Media Marketing

The previous post in this blog questioning  the role of organic social media marketing once Facebook closes the “Like Economy”, generated a lot of comments on FB, Twitter and this blog from people whose opinion I value.

  • Some of the respondents questioned whether there really will be any role for organic SMM going forward as all platforms seek to monetize.
  • Some like Jason Falls said that organic will always be central to a social media marketing effort.
  • Dave Kerpen and others said that the market has already shifted to “pay for play.” Content and engagement will continue to be important but promoted posts and ads will be essential for reach. Content and engagement become part of the “digital IMC” mix.
  • Mark Schaefer pointed out that “post-Like SMM” is consistent with his warnings about “Content Shock” – content losing impact because of a glut and limited audience attention. Both forces could lead to digital marketing that is more expensive and has scale advantages for large companies.

The evolution of SMM in a post-Like world of Content Shock will be a recurring theme in 2014.

What should a business do now? I would urge four steps for the present:

  1. Maintain engagement with your community - do not lose any momentum you have going.
  2. Continue to produce great content.
  3. NOW is the time to get up to speed with Facebook promoted posts and ads, LinkedIn ads, Twitter ads and even Google ads!
  4. EXPERIMENT with the ads. Google will give you $150 of free ads, Facebook $50. At $5 a day that is 10 free days of experimentation. Find out if some approach or target seems to produce results.

How do you see social media marketing evolving?

What actions would you recommend for a business today?

For more on these issues see my original post on the post-”Like Economy” and Mark Schaefer’s series on Content Shock.

Posted in Blogging, Content, Digital Marketing, Facebook, Social Media, Social Media Marketing, Teaching SMM | Tagged , , , , , , , , | 1 Comment

Is there value in #Organic #SMM after Facebook closes the “Like Economy”?

Facebook shut down the “Like Economy” in December 2013.

You do remember the like economy: businesses large and small would encourage – or even bribe with promotions – their customers and prospects to “like” their Branded Facebook Page. Going forward businesses could then keep in touch with their fans through clever posts, content and promotions that would appear in the communities’ news feed and timeline. The content would have to stay good or the brand page might slip in priority or be de-Liked, of course…but there was the hope of a continuing link to a community.

But in December Facebook made another change to its news feed algorithm (the algorithm formerly known as “Edgerank”) which dramatically lowered the visibility of branded page posts. According to a study by Ignite Media a post by a brand’s Facebook page could expect to reach 16% of its fans a year early; after the algorithm change that figure seems to be 2.5%!

Of course Facebook has a solution for the problem caused by the algorithm change: paid posts! An article in Ad Age praised Facebook for being more open about the algorithm change this time than the change last year, noting that the last time it modified the feed and de-emphasized brand pages it had denied any effort to promote ads. The Ad Age article goes on to say that under the new scheme “the main reason to acquire fans isn’t to build a free distribution channel for content; it’s to make future Facebook ads work better. ‘Your brand can fully benefit from having fans when most of your ads show social context, which increases advertising effectiveness and efficiency’”

A consultant who works with social causes told me that he has advised his clients to immediately cease efforts to increase FB page likes. He noted that he views the primary benefit of Likes going forward is to grant paid access to the fans’ friends with an implied endorsement. Since most of his clients are not comfortable with that approach, he sees no reason to promote likes.

At least on Facebook, organic alone is not going to be sufficient for brands. It will be a combination of paid and organic efforts. The increased importance of promoted posts along with the demand for more and better content has led Entrepreneur Magazine to predict that social media with be more expensive this year.

This leaves me pondering some questions about social media marketing going forward:

  1. Is the purpose for organic social media marketing going forward primarily to COMPLEMENT paid posts and ads, as well as  SEO efforts?
  2. Will small businesses be priced out of SMM?
  3. Does the decline of organic combine with a newly proclaimed “Content Shock” (Mark Schaefer) to fundamentally alter what we mean by social media marketing?

I SEEK YOUR THOUGHTS!

[For more information I would direct you to the four articles linked in the post.]

Posted in Content, Digital Marketing, Facebook, SEO, Social Media, Social Media Marketing, Teaching SMM | Tagged , , , , , , | 13 Comments

Social Media users praise brands in private and criticise in public

Gary Schirr:

With Ana Canhoto’s permission her post about how customer’s complain and compliment brands and products in social media is posted here.

Her post illuminates an issue raised in an earlier post in this blog on social media complaints: Social Media Complaints – Put it to them?

I recommend readers interested in marketing research follow her blog!

Originally posted on Ana Canhoto:

Jan Kietzmann and I have been investigating how social media users talk about their consumption experiences online, a phenomenon called “electronic Word of Mouth”, or eWoM. While there is considerable research regarding why and, to an extent, how consumers engage in eWoM, our research is novel in that it:

  • Investigates how different aspects of the consumption experience influence eWoM, and
  • Considers not the experience in itself, but the consumers’ assessment of the experience
  • Is not specific to one single social media platform

This post give a very brief overview of our findings, and the full paper can be accessed here (paywall) or here. We have both good news and bad news for marketing managers.

But, first, let me tell you a little bit about the framing of our study.

What we looked at

cafeThink about the last time you bought a coffee. Was your satisfaction with the experience…

View original 794 more words

Posted in Facebook, Social Media, Social Media Marketing, twitter | Tagged , | Leave a comment

##@!# Marketing: Too much #Hype?

I teach a class called “social media marketing” and fervently believe that social media does change everything…especially what marketing people do. But what actually IS the new paradigm? So many flavors of marketing are discussed in relation to the online world.

I really enjoyed the book Marketing in the age of Google and believe that the concept of ZMOT is powerful… But acknowledging the importance of search engine optimization, I believe that we have moved beyond simple Search Engine Marketing or Google Marketing. eMarketing and Digital Marketing are too general and sound like Internet Marketing from the pre-social days.

So what should Social Marketing be called. I much prefer Social Media Marketing to Facebook Marketing and do not believe that FB will get the stranglehold to merit their name on the new paradigm. Many observers stress that the change is bigger than a single platform like FB or even all the SM platforms as indicated by SMM and have tried to name a new paradigm based on a more fundamental change.

In this brave new world customers must allow us to interact so perhaps it should be called Permission-based Marketing or Like Marketing (however with the changes made to the algorithm-once-known-as-Edgerank, Like has become pay-for-play on FB). Inbound Marketing also reflects the power shift to customers.

Content Marketing seems the preferred flavor today. The mission of an organization is to engage its customers and prospects with the right content at the right time!

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Posted in Digital Marketing, Facebook, Internet, Klout, SEO, Social influence, Social Media, Social Media Marketing, twitter | Tagged , , , , , , , , , , , , , , , , | 1 Comment

#Twitter #Surveys – Are #DMs now worthless? How much #Automation?

I attached quick surveys to a couple recent posts on twitter issues. All the normal caveats apply: the sample size is small, it is a convenient online sample, and the sample is likely NOT NORMAL since they read my blog and are willing to respond… ;-)

But I thought the responses were interesting.

In “Do you check your Twitter DM’s regularly” I argued that Twitter DMs are so spam-y that I often ignore them for long periods of time and they have become largely useless to me. Yesterday Mark Schaefer posted his opinion on Facebook that DMs were no totally worthless and most of the comments seemed to agree. In my earlier post I asked readers their opinions and to date the 18 respondents don’t seem to agree with my opinion or Mark’s:

  • 44% said that they still check their Twitter regularly
  • 22% still check but find them less useful
  • 28% only rarely

In “Should any social media be automated?” I argued in favor of Twitter automation, short of ANY content automation. The 19 respondents who answered were more conservative then me:

  • 76% argued for scheduled posts only and
  • 18% argued for NO AUTOMATION whatsoever.

What do you think on those issues? Hit the article links above enter your opinion and/or to see the full detail of responses.

Posted in Uncategorized | 2 Comments

Social Media #Complaints! Put it to them??

A recent article suggested that social media would help kill bad customer service. The article highlighted disgruntled customer @HVSVN who spent over $1000 on Twitter promoted posted so that his complaint about lost luggage was widely viewed.

Thanks for ruining my EU business trip #britishairways. I shouldnt have flown @BritishAirways @British_Airways. Never flying with you again

— ░▒▓█ (@HVSVN) September 2, 2013

The business class passenger spent over $1,000 on promoted tweets like the one above. He also tweeted his reach and bragged (gloated?) about the damage he had done to British Air’s reputation and brand with a relatively small investment (for him).

The article linked above claimed that companies will have to offer better service and better response to complaints in order to avoid campaigns like the one from @HVSVN.

Companies have learned to monitor customer complaints online and to prioritize complainers with high influence as measured by Klout, PeerIndex or Kred scores. Now organizations should be alert for irate or irascible customers with the means to promote their complaints!

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Posted in Blogging, Content, Facebook, Klout, LinkedIn, Social Media, Social Media Marketing, twitter | Tagged , , , , , | 6 Comments

Tips on #Teaching #Social #Media Marketing: Another Hangout!

Four members of the elite LinkedIn group “Teaching Social Media Marketing…” – Don Stanley, Jeremy Floyd, Matthew Kushin, and yours truly - met for a Google+ Hangout on “50 tips on teaching social media marketing.” Since we didn’t get past the halfway point another Hangout will likely follow. The discussion is here:

Two of the other participants have also posted the Hangout with interesting additional material:

  1. Matthew also promoted use of Google Drive and
  2. Jeremy listed the 25 tips for people who don’t want to watch the video.

Check them both out!!

What tip would you add?????

Posted in Blogging, Content, Facebook, Higher education, LinkedIn, Social Media, Teaching SMM, twitter | Tagged | Leave a comment

Mysterious #911 Photo….

On 9/11, THE 9/11, I was at home in Lake Forest, IL, weighing several job alternatives. My last two employers both had offices in 1WTC and I still had a permanent pass to that building. As I watched events unfold, I counted, recounted and again recounted the floors in the tower below where the plane rammed that building. People I knew were trapped and dying: some were likely among the ones we could see – live on TV – jumping to certain death.

Forty people I knew perished while I was watching on TV. Two, Jim P. and Diane L., were friends and two of the best salespersons I ever knew. A couple of days later, when mail service resumed, I received a photo in an envelope with no accompanying note, return address, or even writing on the photo. 

The photo was taken at a futures and options industry function at Top of the World in 1 World Trade Center that had taken place  a couple of months earlier. That evening some of us had slipped out a side door and actually stood outside, on the roof of 1WTC 100+ floors above the ground, enjoying the view while leaning on a simple railing.

In the mysterious photo I was sipping wine with Diane – a friend and great salesperson who perished on that day. I have never discovered who sent the photo or why no note was enclosed…

I seem to have lost the photo during my move to Virginia, but I will never forget.

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Wisdom from #LinkedIn #Live!

I had the pleasure to participate in LinkedIn Live, a joint effort of LinkedIn and the Roanoke Blacksburg Technology Council in June. Davis Schneider of LinkedIn put together a slide show to summarize some of the themes from the conference. I thought it was worth sharing on this blog:

The conference was attended by 150 small and high tech business people and had a waiting list.
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My last Auto-DM… Should any #social #media be #automated?

Auto-DMs are NOT cool. I un-follow or block one or more tweeps for spamming my DM box nearly every day. I am not interested in buying 10,000 followers and do not believe that I am really featured in a shocking or funny video that they have recently viewed! In fact, as I noted in an earlier post the spam in the DM box has made Twitter direct messages useless for me and many others.

But until yesterday, I used SocialOomph to send an auto-welcome to new followers, thanking them for following me and suggesting that they take a look at this blog and consider subscribing to it. About once every two months I would get an indignant or even vitriolic message about my message, but the tone of the message made it easy for me to ignore the note and consider the sender someone I probably didn’t want to communicate with anyway. It seemed I got more followers than hate notes.

Yesterday I received a couple polite notes from @marcymassura informing me that she was unfollowing me because of the horrible first impression from an auto-DM. Horrible first impression…I teach professional selling as well as social media marketing; in selling I stress the importance of the initial impression! Marcy got me focused on the issue of first impression and I decided to shut down the auto-DM.

What should be automated in social media?

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What is in YOUR carry-on? Portable #PC, #iPad, #Kindle or #smartphone

We are at the beach today. But realistically how much time can one spend walking uncrowded beaches, swimming, chillin’ and such? So… what mobile computing devices did I bring with me to stay connected:

  • Portable PC,
  • iPad,
  • Kindle, or
  • Smartphone?

All of the above, of course! Any serious work – even a blog post like this one which I am typing on my Lenova – is maddeningly slow on the iPad. The iPad is great for quick viewing of social media or videos, but serious reading is way better on the Kindle. The white screen is easy to read, even in bright sun and white sand – and it doesn’t hurt if it falls on my face! And of course the smartphone is always with me and nearly always connected…but the screen is not big enough for my eyes.

My wife brought three of the four as well, but substituted 6 paperbacks for a Kindle. When we arrived in the cottage the two of us needed to sign seven devices into the WiFi provided!

To some extent it seems illogical to carry so many devices to read and connect to the internet. But what are the alternatives?

One change I would make if I had some influence over the evil wireless phone oligopoly would be to free cell phones to act as hot spots to connect other devices for those occasions when we are away from wifi range (connections are weak at the pool…).

Smartphones, especially the new larger models, may be infringing on the tablet market already. An interesting article in Ad Age argues that “Apple’s Tablet, the iPad, Is Becoming the High-End Niche Within a Niche That Big-Screen Smartphones Are Cannibalizing.” (I believe cannibalizing is the wrong word to use but it was Ad Age’s choice.) The article notes that tablet sales, even iPad sales which include the new minis, are down from a year ago.

Will the mobile world of the future comprise portable PCs and smartphones, occasionally augmented with specialized niche products?

What do you think??

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Twelve New #Blogs!

The summer II session just ended… I fought against teaching social media marketing in a 6-week summer format… But my professional MBA students proved me wrong!

My fear was that the experiential nature of the course would be negatively impacted by the compressed time frame. But motivated students seemed to use the time frame as an excuse to immerse themselves in social media.

One major takeaway from this class: Twelve new blogs! They are listed below by category. Check them all out!

Food and Wine

How about learning authentic Turkish cooking… with the promise of relatively simple recipes! The author also is a skilled photographer: I think this site qualifies as “food-porn” – a technical term my friend Lin Humphrey loves to use. Recipes, Pictures and Culture! Already honored as a @foodista blog of the day…

Turkish Cooking

Cooking Healthier for Life talks about balancing health, taste and time… and getting it right! Check it out…

Interested in the vibrant wine industry of Southwest Virginia? Check out Sipping and Swirling! This blog shares experiences and pics…And gives helpful advice on when to visit and what to do!

Health and Healthy living

Dieters to think bigger. It is not just weight loss, it is about lifestyle!

You know you should exercise… but who has time to drive to a gym and spend hours and $$? This blog has video instruction on how to get good exercise at home in 10-20 minutes a day!

The Diamond Sport talks women’s fast pitch softball. Are you interested in the sport? In seeing it return to the Olympics? Or in Jennie Finch? It is all here!

Women’s Snowboarding. The look at the sport, the pros, and the struggle of an up and coming boarder… And snowboarding in the summer or summer shreds.

Have you heard about therapeutic horseback riding? This blog takes a look at this unique service and how volunteers help make it work. One of my twitter followers was inspired to sign up to help at a facility in NY state.

Home improvement and building one!

How can a busy professional also manage home improvement projects? This blog – 50 shades of paint – shows improvements carried out by an employed MBA candidate…

Have you considered building a house? This blog has advice for people taking the plunge or stories for people interested in the process… And lots of pictures!

Thrift

Cheapskate Cathy wants to help Americans stop their overspending. Great tips on living a simpler better life…within your means! Yes it may seem somewhat un-American…. but it really is a traditional American value!

Strong Opinions

This author shares his 2 cents worth about issues of pop culture and sports: Why do athletes making six figure incomes commit so many crimes? Why are we so obsessed with celebrity? What is fair in balancing mens and womens college sports?

………………………………………………

What do you think of this collection of a dozen new blogs?? I have the strong opinion that their are some great reads here!!!!!!!!!!!!

Posted in Blogging, Content, Higher education, Social Media, Social Media Marketing, Teaching SMM | Tagged , , , , , , , , , , , , , , , , , , , , , , , | 3 Comments

Do you check your Twitter DM’s regularly?

A couple weeks ago two twitter friends sent me emails to follow-up on direct messages (DMs) that they had earlier sent. I realized that I have not be checking my direct messages on Twitter.

I am a Hoot-suite user, so I really have no excuse: I have a preset Twitter DM column, I just need to display and check occasionally. I tweeted and FB posted an inquiry of whether followers had also stopped checking Twitter DMs.

Two of my online friends whose judgement saw DMs the same way: Mark Schaefer said “[DMs are] worst way to communicate to me. I hardly look at them any more. 90% spam”; Dawn Westerberg said “Never check – I completely ignore them”; and Kerry Gorgone added “I’ve only ever checked them rarely. Mostly spam.” I also collected some of the Twitter responses in a Spotify post here.

What is your thought about Twitter DMs?

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Getting your blog noticed: 8 suggestions

Last evening (until 10 pm!) I discussed how to create a blog about your passion with 12 evening MBA students. I stressed finding a passion, checking out similar blogs, finding a niche, writing on topics the  target audience would be interested in, and writing and rewriting so it is good stuff…

They heard the REALLY good stuff about creating content from the author of Tao of Twitter and Born to Blog, Mark Schaefer! (I enjoyed hearing his 5 tips to great blogging and physics of social media…)

A keen interest from the new bloggers was naturally how to get their blog noticed. My suggestions were:

  1. Polish your title – spend some time! (50% of total??)
  2. Post in our class FB group –12 quick views
  3. Write a good blog post: the class group will pass it on.
  4. Advertise your blog post through enticing posts with links on Twitter and FB and other SM sites! (and build up your SM communities…)
  5. Read + comment on similar blogs –reciprocate?
  6. Have friends recommend your post on Digg and Reddit.
  7. If it fits – do not abuse this – link in a comment to another article on a different blog. (Reputation risk if abused…)
  8. Join a support group on www.triberr.com. (Similar to class group but new bloggers)

What did I miss? What should I add???? Can you get me to TEN??

Posted in Blogging, Content, Social Media, Social Media Marketing, Teaching SMM, twitter | Tagged , , , | 6 Comments

Is Content Marketing the NEW New Thing?

Today (Monday July 8) Marjorie Clayman asked a tough question on Facebook: “Is ‘content marketing’ a business movement or a clique of like-minded thinkers?”

Consultants, gurus (I still chuckle when people describe themselves as SM gurus!), and mere social media enthusiasts have a stake in new ideas and buzzwords – we want social media to stay fresh and exciting. There have been an array of new types of marketing:

  1. eMarketing,
  2. Digital Marketing,
  3. Social Media Marketing or Facebook Marketing, and now:
  4. Real-time Marketing,
  5. Contextual Marketing, and
  6. Content Marketing

How are the new flavors of marketing working? It will be a while until we have definitive measures of the success of different strategies, but as noted in a book I am currently reading – The Big Book of Content Marketing by Andreas Ramos – Google Trends gives us some insight as to how much interest the terms generate from the world at large.

If you are interested look at these two graphs generated from Google Trends.

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Posted in Blogging, Content, Digital Marketing, Social Media, Social Media Marketing, twitter | Tagged , , , , , , , , , , | 5 Comments

Buzzkill: Social Media Buzz is Worthless – or is it?

Ad Age had two important articles about social media buzz at Coke back in March.

Coke which created headlines when its CEO indicated that it had moved 20% of its marketing budget to social and digital media in 2010, has more Facebook fans than any other company. In a recent study quoted in Ad Age, Coke found that online buzz has no measurable impact on short-term sales

The company did find that online display ads work about as well as TV, but the finding on online buzz is deeply troubling as the focus of much “organic” social media efforts is to create buzz.

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Posted in Content, Digital Marketing, Internet, Social Media, Social Media Marketing | Tagged , , , , , , , , | 5 Comments

Change in Blog Hosting

I am changing my blog hosting which may result in a temporary interruption. Don’t worry I should be back!!! (Motivated in part by my look back on 5 years of blogging – See NEXT)

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5 years of blogging and 4 years of tweets!

I missed two big anniversaries back in March: I have been blogging for 5 years and Tweeting for 4 !

My 21,272 tweets, assuming 23 words per tweets, would total 489,256 words: the equivalent of 5 books of decent length. My 199 blog posts (combining smm4biz.com and servicecocreation.com) comprise nearly 88,000 words – call it another book.

This comparison to books raises the relevant question: is it worth it? I am struggling to complete my first book on social media, while in the past four years I have tweeted and blogged nearly 6 books of posts and tweets. To be fair most of my tweets are simply RTs of good info, but the tweets and posts do reflect time and energy used.

Worth it?

On one level, I am disappointed in my blogs. I started blogging early enough that I feel that I should have been able to make a mark and have more impact. Each blog post gets a 150-200 views and average 2 comments and 15 tweets. I am happy with the feedback I get and pleased with my loyal readers, but believe that I should be having more impact. Reading through Mark Schaefers guide to blogging, I suspect that the #1 thing limited my blogs success is:

  • Irregular posts – sometimes twice a week, sometimes once, sometimes skip a few

For example I thought of this post back in March!

On the other hand I consider my twitter “experiment” to be a total success, which is truly ironic since I started tweeting with the sole purpose of driving people to my blog!

On twitter I had the good fortune to make early friends with Kent Huffman and Mark Schaefer and to work with Cheryl Burgess (who was also starting up) and with their help I figured out Twitter. I have 70K twitter followers and a Klout score of 70, but the real value of twitter is the community. I have written previously about how my twitter community led to my SMM courses and the importance of a PLN for every “knowledge worker.” Those   benefits cannot be overstated.

BOTH BIG Wins

Overall I consider my experiences on BOTH my blogs and Twitter to be big wins for me. Even if I had no audience at all, the act of writing my blog posts focuses my thinking on topics that are important to me. I know more about a topic after I finish writing a post about it.

My twitter activity motivates me to continue to scan all of the materials in my Twitter lists and RSS feeds to find content worth sharing with my community – what better way to stay current on areas of research or personal interest?

And as already noted my incredible online PLN augments me! As I have previously argued we are all cyborgs now!!

I would encourage everyone to have a blog and active twitter account.

Posted in Blogging, Klout, Social Media, Social Media Marketing, Teaching SMM, twitter | Tagged , , , , , , , , , | 6 Comments

#Showrooming: Why Wal-Mart will lose to Amazon

A study of “showrooming” showed that even comparison shoppers often end up buying something in the brick and mortar store.

This is why Amazon is considering setting up some retail locations. This should be an opportunity for some of the “brick and mortar” stores. Wal-Mart comes to mind because of their expertise in logistics and convenient locations. I have purchased several items through walmart.com instead of Amazon because free pickup at the Wal-Mart store – just a couple miles away – is even handier than free home delivery…when you worry about having the item sit in your driveway all day.

Despite Wal-Mart’s advantages I suspect that their cost-cutting culture, based on “everyday low prices”, may handicap them in competition with Amazon. This problem was illustrated when I went to Wal-Mart recently to pick up an Internet delivery.

Picking up my walmart.com order

The pickup area is an unadorned room in the middle of the back wall of the Walmart store. I suppose it is in the back in order to be by the warehouse, but another goal may be to make you walk through the entire store – like someone buying milk in Kroger.

There are big negatives to the location: it is a walk, it feels remote and cutoff from the store, it is a long way to carry packages going out. In addition if you forget to get a shopping cart as you entered the store it is a hassle to go back and get one.

As noted, the room is austere. A large sign over a credit card swipe machine says to touch the screen to let an associate know that you are waiting to pick up a walmart.com order. The space is shared with restrooms and a job search computer. The effect is to make you feel like a third class customer. Several associates walked through but simply gave me a pitying look, probably knowing that I would be there a while.

I waited 5 minutes before leaning across the counter to the inside phone. I hit the page button and said “walmart.com customer waiting for assistance in the pickup area.” An associate came back fairly quickly. It turned out that only one of the two text messages I had received from walmart.com  was accurate: the second package had not arrived. The associate gave the impression that 50% accuracy was normal.

The pickup took nearly 25 minutes. In that time Wal-Mart managed to deliver half of what was promised and convinced me that I was a low value customer.

I would actually like to see Wal-Mart prevail against AMZN, perhaps out of nostalgia for the 80s, but it will take a company that cares about service to fight Amazon. Maybe Target?

Posted in Digital Marketing, Internet, Social Media Marketing | Tagged , , , , , | 2 Comments

Graduation 2013

Graduation 2013

Happy Day – Seeing my students graduate and getting my tenure and promotion letters!!!

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Web Credulity

Do you believe everything you read on the Web or see posted, tweeted or pinned on Facebook, Twitter and Pinterest?

Yesterday on my Facebook feed there was a serious discussion of an article from the Daily Currant claiming that Sarah Palin had advocated invading the Czech Republic to thwart radical Islam in Chechnya.

Of course the article was a fictional satire, which would seem obvious from:

  1. A cursory reading of the article,
  2. The article being in a publication which describes itself as political satire, or
  3. Even the name of the publication – isn’t a currant a tasteless raisin?

Yet some web-savvy Facebook friends and acquaintances were seriously discussing what their European friends and the rest of the world would think… (The thread has been removed, so don’t bother trying to find the conversation…)

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Teaching SMM – METRICS #6 ROI of Social Media

Note: This is a continuing excerpt from what I teach my social media marketing classes on introduction to metrics and measurement…

Calculating the ROI of Social Media

In five previous posts the importance of measuring social media efforts and a broad array of metrics tied to social media activity have been discussed. All of these measures can potentially have value to assessing what is currently going on in the SM effort and trends for the organization’s social media presence. But what is the bottom line? What is the ROI of social media? As discussed in the next and final chapter of this text, organizational goals and objectives will be set based on the organization’s mission and strategy. Therefore the goals and measures used by different organizations will differ. In this section some of the possible return on investment or success metrics for a social media campaign will be discussed.

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How should you Tweet during a Tragedy??

My first attempt at using Storify:

http://sfy.co/dHK4

(I failed at inserting the post into my WordPress blog…)

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Teaching SMM #5 – METRICS Monitoring and Listening

Note: This is a continuing excerpt from what I teach my social media marketing classes on introduction to metrics and measurement…

Monitoring and Listening to Online Conversations

There is an incredible amount of information, discussion, and “content” being created and posted on the web every day. Former Google CEO Eric Schmidt was quoted in 2010: “There was five exabytes of information created between the dawn of civilization through 2003, but that much information is now created every two days, and the pace is increasing.” Even though Schmidt may have exaggerated a bit—the exact figures are subject to some debate (Finley 2011), there is no doubt that we are living through an information and knowledge explosion. As noted several times, social media marketing is commonly referred to as “word of mouth on steriods.” Key metrics of social media efforts should logically include what is being said about an organization in social media or other online conversations.

Monitoring the Conversation

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Teaching SMM – METRICS #4 Influence Scores

Note: This is a continuing excerpt from what I teach my social media marketing classes on introduction to metrics and measurement…

Influence Scores: Interactivity, Performance or Nothing?

At the time of this writing, the growing influence of influence measures has generated considerable controversy. There are stories of otherwise qualified candidates allegedly turned down for jobs because their Klout™ or PeerIndex scores were less than 90th percentile level. Mark Schaefer (2012, p. 1) begins his book on influence measures with a story of a marketing expert who was turned down for a job because of a Klout score of 45. After a “tweeting rampage” to game the system, his Klout score reached 70 and he started received unsolicited job inquiries. Some applicants with high Klout scores have begun including the scores on resumes. This raises a fairness issue: Should people be evaluated for jobs and special marketing offers based on an ambiguous score generated by a secret algorithm?

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Posted in Klout, Social influence, Social Media, Social Media Marketing, Teaching SMM, Text | Tagged , , , , , , , , | 3 Comments

#soslam: Great Talks! Live Networking!

Last year I spoke at Social Slam; this year I was an attendee-only, but it was still a real high! What makes this event so special? The presentations are excellent and motivating. Attendees have the opportunity to speak with social media luminaries, online friends they have never met in person before, and other people just as enthusiastic as they are about social media.

I think of the old Miller Lite commercials… Visualize the large crowd in a full session yelling: Great Talks! Switch the camera to the crowds at the TweetUp or after party who shout: Live Networking! …. Great Talks! Live Networking!!

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Posted in Blogging, Content, Klout, Social Media, Social Media Marketing, twitter | Tagged , , , , , , , , , , , | 9 Comments

Smartphones make us rude…and stupid!

RUDE

I have heard smartphones referred to as “rudephones.” They certainly have coarsened behavior in the non-virtual world. Who hasn’t been stuck in a line behind someone telling the cashier to “wait a moment?” while they finish messaging or talking? Or been cutoff by a minivan or truck driving who seems to be texting while driving?

I know of a preschool that sent a note to parents saying that “The high point of your child’s day is when you pick them up after school. Please do not be staring at a screen or talking when they first see you. We will not release children to a parent who is using their phone.”

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Posted in Higher education, Internet, Mobile computing, Social Media, Social Media Marketing, Teaching SMM | Tagged , , , , , , , , , , , , , , | 4 Comments

Is Facebook about to be DISRUPTED?

The Wall Street Journal had an article about the growth of messaging apps and how their use threatened both Facebook and the mobile providers. Users spending hours a day messaging with friends are not using cellphone minutes or viewing Facebook ads. The threat is not just hypothetical – a study shows that mobile apps are already more used than either Facebook or Twitter in Japan and Korea.

Many observers including my friend Mark Schaefer believe that the size of the Facebook network and its value (“network effect”) make Facebook virtually invulnerable. I suspect, though, that Facebook is vulnerable to disruptive innovation….

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Teaching SMM – METRICS #3 Measuring Influence: Art or Science?

Note: This is a continuing excerpt from what I teach my social media marketing classes on introduction to metrics and measurement…

Measuring Influence: Art or Science?

Wouldn’t it be great if an organization could identify people who were highly influential to their prospective users and customers and reach out specifically to them? This could be the key to “Word of mouth on Steroids.” Marketers have struggled for years with the idea of influence over prospects in choosing spokespersons and endorsers of products. Celebrity endorsers are measured with a Q-score, a metric that combines public awareness of the celebrity and the appeal of the celebrity. The Q-score is often considered a measure of likeability. However for many products and services, the endorser’s likeability is not enough; source credibility is also important. Source credibility[i] is seen as vital for products that are major purchases or perceived as complex. Source credibility, as usually measured, comprises expertise and trustworthiness; the spokesperson would be likely to know and understand the product or service and be telling the truth about it.(Hovland and Weiss 1951)

Multiple services are trying to measure the “influence” of social media participants.

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SMM Case Exercise: Public Shaming & Hostile Environment

This extended exercise is effectively a mini-case based on a Tech Crunch article from March, 2013. A sexual joke at a high-tech conference resulted in public shaming, a DDOS (distributed denial-of-service) attack, and a couple firings. The background and the quotes included here all came from the Tech Crunch (2013) article.

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Posted in Blogging, Higher education, Klout, Social influence, Social Media Marketing, Teaching SMM, Text, twitter | Tagged , , , , , | Leave a comment

Teaching SMM – METRICS #2 Activity Measures

Measures Based on SM and Web Activities

Learning Objectives

1.     Be aware and learn measures available to analyze social media activities.

2.     Understand web activity metrics and monitoring.

3.     Understand tactics to use web activity measures for specific SM posts or campaigns.

4.     Understand social media “monitoring” and monitoring measures.

5.     Qualitative analysis: understand SM “listening” & tools to analyze SM information.

6.     Understand difficulty arriving at a return-on-investment for social media activities.

7.     Know the approaches to an ROI calculation.

A starting point to the measures and metrics for social media is an overview of an organization’s and community’s activities on social media and website.

Activity on Social Media Sites

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Posted in Blogging, Content, Mobile computing, Social influence, Social Media, Social Media Marketing, Teaching SMM, Text, twitter | Tagged , , , | 1 Comment

Teaching SMM: METRICS #1 Importance of Measurement

Note: This is an excerpt from what I teach my social media marketing classes on introduction to metrics and measurement…

Gary Vanyerchuk, online wine entrepreneur and social media celebrity, has famously said “What is the ROI of your grandmother?” in response to recurring requests for the range of return on investment enjoyed by corporations. Other social media advocates have asked similar rheotrical questions such as, “What is the ROI of your phone?,” or “What is the ROI of breathing?,” suggesting that social media activity is essential to the ongoing vitality of an organization. Questions about the return on social media efforts have come up increasingly often as more corporations and organizations, not just the early adopters, have become actively involved in social media marketing and organizational spending has increased on SM applications.

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Posted in Klout, Social influence, Social Media Marketing, Teaching SMM, Text | Tagged , , , , , , , , , | 2 Comments