Tag Archives: Social media

How does your customer experience your brand?

Customer’s today are dealing with a complex array of digital channels and messages. Social media, websites, mobile apps, email and in-store digital displays are all playing a part in the brand experience – and on top of this is the different types of content each of these channels distribute like text, audio, interactivity and video. […]

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Becoming C2B

An ever increasing number of businesses are reinventing the way they interact with their customers by leveraging the investment they have made in marketing technology software. The proliferation of social media and advances in “adtech” and “big-data” analytics means that brands are now able to gain insights into their customers in ways never possible before. […]

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Are you being creepy?

When former NSA IT specialist Edward Snowden told the world that the US government was collecting vast amounts of data on all of us in an unprecedented eavesdropping program called “Prism”, Orwell’s 1984 and the omnipresent “Big Brother” came to mind. Thoughtcrimes and the Ministry of Truth aside, many were not surprised to learn that the US (and likely […]

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Becoming inbound

If you want to generate a return on your online marketing effort you can devise all sorts of metrics but in the end there is really only one way to do it. Your brand needs to become relevant to your customers. The marketing author, speaker and blogger Seth Godin put it like this: “Real permission […]

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Dear brands. Stop ruining the internet.

I’m a big believer in the power of technology to change the world. But lately I’ve noticed that the old world and the new world just aren’t getting on that well. Not so long ago social media platforms were meant to make us all more connected and be the catalyst for customer-centric change in behaviour […]

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The state of social media marketing

A few times a year I like to look at the available statistics for social media usage and develop some insights for my articles. As we are now into the second half of 2013 I thought I’d  go through that exercise again. What became obvious, almost immediately, is that social media is rapidly becoming  an […]

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Pinterest’s part in selling

Many brands have been focusing on and developing their online content strategies this year. Focusing on the performance of different pieces of content has allowed brands to dig deep into the content preferences of their customers. Consumer brands in particular have recognised that pictures and graphics regularly lead to increased engagement, compared with other types […]

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The changing face of Facebook

I was lucky enough to recently visit Facebook HQ in Menlo Park, just outside of San Francisco. The multi-building campus is incredible and feels like it could have been designed by Willy Wonka, if Mr Wonka was a software developer with a penchant for working long hours. I didn’t lick any walls though so my […]

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Being responsible with consumer data

Social media is changing the way that marketers think about the world around them. Platforms like Facebook are not just new ways of reaching audiences, they also contain huge volumes of data about each individual. Every time a Facebook user “likes” a page or connects with someone else a record of that event is created. […]

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Building a content culture

While many media outlets are still debating the various “pay for use models”, such as premium content paywalls, much of the rest of the business world has come to the conclusion that the real value is the audience, not the content itself. As a result, businesses are now more focused on generating and distributing high […]

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Kmart makes me want to ship my pants

Kmart USA has been dealing with very intense competition lately. On one hand, Walmart and CostCo have outplayed most other department stores. On the other hand, Amazon and online retail in general have squeezed the whole category with the delivery of products to the customer’s door, at lower cost. However, in the last couple of […]

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Lessons in social business from Virgin

Few companies have adopted social media with the enthusiasm Virgin has. It is said that everyone in the company is now active on social media platforms. Virgin has jumped feet first into this new form of communication led by the man who is the driving force behind one of the world’s most desirable brands – […]

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What social media marketers can learn from the army

Social media has been mainstream for long enough now for “best practice” examples to be widely available. Many of these are focused on marketing[campaigns] but it’s worth looking at a broader horizon to get a real feel for what works and what doesn’t. The U.S. Army has, for the last few years, published the “U.S. Army Social Media […]

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Evolving social media metrics signal a change

The proportion of marketing budgets that gets allocated to the digital and social media space is growing inexorably. As a consequence, the focus on how to measure return on investment is intensifying. There is much debate about how to best design social media metrics. This is a symptom of the tension between “digital as add-on” […]

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Honda’s low budget social media innovation

As major brands expand their social media budgets their marketers’ sights are moving to the new and innovative uses which are offered by less well known social media platforms. The rapid growth of Pinterest has attracted many of these marketers attention. There have been many interesting cases of Pinterest being used effectively but few stand […]

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Social media ROI part 5 : What’s next

Over the course of this series looking at social media ROI we have moved from theory and strategy to the practical implementation of a social media plan. We looked at metrics and measurements in part one, discussed the art of growing your community in part two and developed real world guidelines for the differing social […]

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Find your story

Social media platforms have become a “must have” in the modern marketers kit bag. Recently we’ve seen the focus rightly shifting away from technology to techniques required for a successful strategy. A social media strategic plan will address any number of metrics and activities depending on the business objectives. However, one thing every good plan will have is a […]

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Why marketing budgets are going digital

The way marketing budgets are being spent has changed a lot recently. Recent issues of marketing and advertising magazines are consistently highlighting that the advertising industry is in the midst of major disruption. The February 8th issue of the Australian based AdNews has a cover headline that reads, “Surge in account reviews spooking media, agencies”. […]

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How Sharpie is making its mark on social media

There are still many brands that are holding back on investing in social media marketing. They feel that their product may not be exciting, that their market will not want to engage, and as a result, they won’t see a return on the investment. On the other side of the coin, smart marketers realise that […]

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My predictions for social media marketing in 2013

Now that January has come to a close it’s time for marketers in our part of the world to get focused on making 2013 a resounding success. So what are the marketing and communications trends that will be at the forefront this year? A safe bet is any strategy that is not data-utilisation-focused probably won’t […]

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