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Archive for the ‘B2B’ tag

The Week in Social Analytics #142

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It’s Friday and that means it’s time for This Week in Social Analytics with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook

How to. 

How to Care for Your Blog When You Are Too Busy to Blog [from Social Media Today; written by Edwin Huertas]

“Learn to listen in on the sentiments and concerns of your audiences and write content that directly address these. You may not win any literary prizes, but I assure you that your audiences will be very, very interested in what you have to say. Tap into the ‘what’s in it for me’ mindset and you will always have interesting things to write about, and you won’t need to spend much time thinking about what to write.”

How to Make Better Visualizations for Your Blog [from Convince and Convert; written by Sujan Patel]

Which styles of visual content work best with which styles of written content.

On content marketing. 

Content Marketing Personalization: Build Relationships At Scale [from B2B Marketing Insider; written by Michael Brenner]

“Marketing cannot continue to be about ads. Ads we tune out. Ads we hate.”

How to Create a Call-to-Action for All of Your Content [from Spin Sucks; written by Gini Dietrich]

“You also want to think about at least one call-to-action:

  • How to place a call-to-action on every piece of owned media you create. This could be social share buttons, a subscription, or the requirement of an email address for download.
  • How to create landing pages where people download your content. These help you track the effectiveness of one particular piece of content.
  • What kinds of content can you offer in exchange for their registration data (that is, email address and phone number).
  • How to build your database: Generate leads, nurture those leads with new and interesting content, and convert those leads to customers.
  • How to bring in your sales team and integrate your efforts with them.”

B2B Content Marketing Update: Goals, Content Types, and More [from Marketing Charts; written by staff]

“The most commonly cited content marketing challenges are lack of resources / bandwidth to create content (60%) and understanding buyer personas and creating relevant content for each segment (54%). Roughly half also have trouble producing engaging content, coming up with a variety of content, or simply finding the time to product enough content. Lack of budget (27%) and lack of buy-in/vision (16%), though, don’t appear to be real problems.”

Regalix-Most-Important-Elements-Effective-B2B-Content-Feb2015

 Platform-specific pieces. 

There Are Only A Few, But Here’s How Early Adopters Are Using Twitter Video [from Marketing Land; written by Martin Beck]

“Three weeks after the launch of Twitter’s mobile native video feature, most brands are not using it. The best examples are direct answers in Q&As.”

Surprise! Facebook Has Changed the Rules Again For Brands [from Mack Collier]

Remember all of those images you’re supposed to be using for engagement? Don’t use those anymore.

(But we would recommend continuing to share UGC on your Facebook page, even if it does include images.)

Written by Sarah

February 20th, 2015 at 9:03 am

The Week in Social Analytics #140

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It’s Friday and that means it’s time for This Week in Social Analytics with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook

On content marketing 

7 Types of Content You Still Aren’t Creating But Should Be [from Business2Community; written by Arnie Kuenn]

“. . .it’s more efficient and effective in the long term (and often times required for larger organizations) to take a broader view – to create content that can come to life in various formats, across many different platforms, and that can address multiple audiences.”

Do You Follow the 6 Content Curation Principles? [from PRblog; written by Kevin Dugan]

Tumblr is one of the best platforms for curating fantastic original content to share alongside your own original content. Here are six principles to consider to get you started on your curation journey:

content curation principles

The Super Bowl of Content Marketing Audits – Optimized, Socialized & Integrated [from Top Rank Online Marketing Blog; written by Lee Odden]

The big mistake: (But not as big as throwing a pass on 2nd down and 1 yard to go) The Discovery, Assess and Recommend process for Audits is often treated as a one-time event, usually at the start of an internal effort to re-align marketing efforts or at the start of an engagement with an outside digital marketing agency. That’s a mistake. Depending on the program, audits should be part of a quarterly or annual process to evaluate program performance.”

Emphasis original.

On understanding your audience 

Be Effective by Being Authentic [from Marketing Profs; written by Gillian Vallee]

“To convey honesty that compels customers to act, effectual marketing messaging goes beyond being true and correct. To resonate as genuine, a brand must demonstrate accessibility, inclusiveness, and familiarity.

Ask these questions often:

  • What promises are we making? How are we delivering on those promises?
  • How have we demonstrated our interest and investment into our customers’ needs and desires?
  • Are we relatable?
  • How have we let the customer ‘in’?
  • Prove that there is truth in advertising.”

I don’t know my online audience and neither do you [from grow; written by Mark Schaefer]

Mark raises some interesting questions and provides definite food for thought in this piece:

“I think this poses some interesting questions about marketing to an online audience.

  1. We are only measuring the loud people, a vast minority of those who love us. What is the danger of forming a marketing plan around a group that is probably less than 5 percent of the total audience?
  2. We cannot mistake ‘quiet’ for irrelevant. There is a huge number of passionate fans out there who just never tell us they’re passionate fans! They are a powerful group.
  3. If we can’t accurately measure our content audience through normal analytics channels, what CAN we do to more accurately know who’s out there sharing our content in some way?”

What do you think?

B2B Marketers Seek to Better Understand the Customer Buying Journey [from Marketing Charts; written by staff]

“Of note, certain mobile channels are slated for decreases: 4 in 10 respondents plan to cut spending for mobile QR codes and for mobile messaging, while 3 in 10 plan to reduce their mobile app spending.”

Regalix-Important-Factors-B2B-Future-Digital-Initiatives-Feb2015

 

Written by Sarah

February 6th, 2015 at 8:25 am

The Week in Social Analytics #137

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It’s Friday and that means it’s time for This Week in Social Analytics with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook

A culture of content and brand storytelling

A Culture of Content [from Altimeter; written by Jessica Groopman]

“As the demand for content (i.e. across business functions; paid, owned, earned media; proliferating channels and platforms) grows, so too does the organization’s imperative to support it; with formalized strategy, adequate resources, and perhaps most importantly, with a culture of content. This imperative forces assessment of the ‘stories’ both within, and coming out of the organization itself.”

How To Build A Culture of Content [from B2B Marketing Insider; written by Michael Brenner]

“And so effective marketing simply becomes the art of providing the best answers to your buyers questions. And that is a content problem.”

26 Universal Questions for Positioning Your Brand (and Creating Your Brand Story) [from Marketing Profs; written by Ulli Appelbaum]

“An analysis of over 1,000 case studies from around the world of successful brand building has found that there are 26 different “approaches” to telling a brand story, each representing a different but proven opportunity to positioning your brand and telling your brand story. Each approach can be summarized by a key question (or set of questions). . .”

Customer experience

How to create brilliant customer experiences for B2B on social [from Econsultancy; written by Christopher Ratcliff]

“Creating a satisfying customer experience for your social followers is not about mimicking what B2C companies do, it’s about finding your own voice and your own strategy.”

Social Stats

Infographic: Who’s Really Using Facebook, Twitter, Pinterest, Tumblr and Instagram in 2015 [from Adweek; written by staff]

“More than half the U.S. population uses social networks regularly, and Facebook continues to lead the market. But pay attention to mobile social networking, where Twitter, Instagram, Pinterest and Tumblr are all significant players. That’s where the next phase of growth is happening.”

Instagram Adweek 2015

Click through for the full infographic. 

Social Media Update 2014 [from Pew Internet; written by Maeve Duggan, Nicole B. Ellison, Cliff Lampe, Amanda Lenhart & Mary Madden]

“The results in this report are based on the 81% of American adults who use the internet. Other key findings:

  • Multi-platform use is on the rise: 52% of online adults now use two or more social media sites, a significant increase from 2013, when it stood at 42% of internet users.
  • For the first time, more than half of all online adults 65 and older (56%) use Facebook. This represents 31% of all seniors.
  • For the first time, roughly half of internet-using young adults ages 18-29 (53%) use Instagram. And half 0f all Instagram users (49%) use the site daily.
  • For the first time, the share of internet users with college educations using LinkedIn reached 50%.
  • Women dominate Pinterest: 42% of online women now use the platform, compared with 13% of online men.”

PI_2015-01-09_social-media_01

Written by Sarah

January 16th, 2015 at 9:15 am

The Week in Social Analytics #131

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook

On Content Marketing and predictions for 2015. 

Content Marketing Minds: 13 Provocative Content Marketing Predictions for 2015 [from Social Media Today; written by Jean Spencer]

It’s that time of year; get your predictions in and plan for 2015! Pair with Your 2015 B2B Social Media Predictions Are Totally Wrong. Or Maybe They Are Totally Right! for balanced reading.

20 Content Marketing Tips Guaranteed To Yield Results [from Heidi Cohen]

Another great research roundup from Heidi Cohen.

What Do Nonprofits Want from Content Marketing? [from eMarketer; written by staff]

“While fundraising ranked as the No. 1 content marketing goal among nonprofit professionals polled in August 2013, cited by 79%, it fell far down the list this year, topped by brand recognition and customer-focused goals.”

content marketing nonprofit

Twitter: What to expect in 2015 [from Mashable; written by Seth Fiegerman]

Standalone apps? A curated timeline? See what’s in store for 2015.

On strategy. 

Finding Your Mission, Vision, Values, and Strategy [from SHIFT Communications; written by Christopher Penn]

Can you fit your corporate mission into a single tweet?

“Forced brevity tends to help create clarity, because you can’t stuff a corporate mission statement filled with jargon and meaningless words into 140 characters. Forced brevity can help to distill out what your company’s true mission and vision are.”

How to Use Brand Storylines to Spark Social Media Engagement [from Convince and Convert; written by Jeremy Miller]

“Brand Storylines shift the customer experience and plant the seeds of a relationship, because they start with a conversation. The conversation opens things up. They let you share ideas and engage your market in a dialogue. And they let you have conversations with purpose — conversations clearly linked with your brand.”

On everything else.

Blending Social Media & Traditional Marketing this Holiday Season [from LinkedIn Pulse; written by Mandy Edwards]

If your company is stuck on the traditional and you want to incorporate some social media marketing into the mix this holiday season, here’s how to marry them well.

Are Men or Women More Brand-Loyal? [from Marketing Charts; written by staff]

Naturally, it depends.

“So, it seems that the gender comparison not only depends on the category, but the region also. It’s also worth noting that in each country, for each gender, and for each category, a majority described themselves as being open to alternative brands rather than being loyal to specific brands. The study’s authors note that ‘In some categories, openness to alternative brands is shaped by the fact that many feel there are no trusted brands already in the category.’ So there’s that…”

IpsosFleishmanHearst-US-Brand-Loyalty-by-Category-Gender-Dec2014

Written by Sarah

December 5th, 2014 at 9:10 am

The Week in Social Analytics #128

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

On content strategies. 

Harnessing the Power of Micro-Content [from dustn.tv; written by Dustin W. Stout]

“A good content marketing strategy incorporates regular micro-content distributed throughout social media that will keep your audience engaged.”

Read on for what makes a great micro-content strategy.

3 Unique Ways Brands Are Approaching Content Creation [from Convince and Convert; written by Jessica Gioglio]

“From offering a free place to stay in exchange for original content, to building dedicated content studios and partnering with creators, these companies are showcasing the value of re-evaluating how content is produced while aligning with brand goals and consumer interests.”

Use these examples to inspire your own strategy.

Convince Your Boss To Use Video Content Marketing [from Heidi Cohen]

“. . .video content supports sales, based on the following data about US adults from Animoto.

  1. 94% have watched a video in the last week.
  2. 73% are more likely to purchase after viewing a video. (Note: Other research showed that 53% of respondents were influenced to purchase by a YouTube video.)
  3. 83% prefer videos that are 5 minutes or less in length. (Note: Informational videos must be short to grab your audience’s attention. You must engage them within the first 20 seconds or they’re gone.)
  4. 58% believe that viewing a company video builds trust.
  5. 89% have shared an educational video.

A great roundup of research around video content marketing.

B2B-Content-Tactics-Used-2015-B2B-Content-Marketing-Benchmarks

 

via 2015’s B2B Content Marketing Benchmark survey by Content Marketing Institute and MarketingProfs

On social platforms. 

The Art of a Tweet, Part 2: Corporate Tweeting [from Social Media Today; written by Dana Strokovsky]

“Here are a few items to keep in mind when creating a social voice:

  • Content pillars
  • Filters (do’s and don’ts)
  • Categories and specific breakdown of audience
  • Platform consideration
  • Imagery guidelines”

How B2B Businesses Can Use Instagram [from Maximize Social Business; written by Jenn Herman]

“Instagram is about visually connecting with your audience. Find fun, unique, and creative ways to share your business through images and videos and you’ll be surprised at the results from your audience and customers.”

On marketing strategies. 

Fear Is The Biggest Barrier To Real-Time Communications [from Lewis PR; written by staff]

“‘This is our opportunity: we know about this real-time idea. Never as a profession have we had a bigger opportunity than right now to spread the idea of how important public relations is, throughout the organisation…The biggest barrier I see to all of this is that four letter word that begins with F. The biggest barrier is fear.’”

Watch the YouTube video directly here.

How To Execute The 80/20 Of Your Social Media Marketing [from Business 2 Community; written by Maria Peagler]

1. Identify Your Marketing Goals

Can you articulate the goals for your marketing? According to a recent survey of SMOC members, their top three business goals are:

  1. Grow their business
  2. Get more sales
  3. Develop a personal brand

Awesome! Now, exactly what is your plan for doing that?”

Top Five Questions Marketers Should Always Be Asking Themselves [from Marketing Profs; written by Preeti Upadhyaya]

“When you approach marketing decisions from your audience’s perspective, you’ll end up with much stronger, targeted messages that speak to your potential customers. And by asking these five questions every day, you will produce focused, targeted messages that convert your audience into customers.”

 

Written by Sarah

November 14th, 2014 at 9:39 am

The Week in Social Analytics #127

without comments

It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

On platforms

You Can Put A Price On Pinterest [from Heidi Cohen]

“Pinterest users are highly active on other social media networks according to Global Web Index. As a result they don’t need the same input from family, friends and colleagues that they get from other social media platforms.”

On emotions and trust

Why trust is vital if brands are to make the most of consumer data  [from Econsultancy; written by David Moth]

“Digital technology has given marketers access to an unfathomable amount of customer data, however it should be used in a responsible manner for risk of destroying consumer trust.”

how much trust do you have in comanpanies

Four ways social media impacts emotional branding [from {grow}; written by Mark Schaefer]

  1. We build relationships with brands like we build relationships with our friends. It takes many positive interactions over a period of time.
  2. Loyalty trumps everything. If the world turns upside-down, your loyal customers will be there. So our ultimate goal is to create loyalty.
  3. It is impossible to achieve true brand loyalty in the long-term without emotional connection.
  4. Emotional connection comes when we feel a brand becomes part of our self-identity.

Funny, followers and follow back; how social cues affect our perceptions on Twitter [from Marketing Pilgrim; written by Cynthia Boris]

“But without evening knowing it, your choices are based on social proofs that you’ve picked up in a split second – unconscious cues that help you quickly decide what’s worth your time and what isn’t.”

Also covered by Digiday with Why people don’t like your brand on Twitter, in five charts.

Twitter Tone of Voice

On B2B

Understanding the Channels: An Overview of Social, Mobile, Digital and Traditional Marketing for B2B [from Forbes; written by Daniel Newman]

Marketing strategies must overlap

At some point, your marketing strategies need to converge to give you the best outcomes. For instance, if you are selling software, you can find new customers and educate or inform the existing ones about new products or updates through social media and/or the use of video in creative ways. But, if you sell farming equipment, you might split your marketing efforts into two ways – social media for educating customers, combined with traditional methods like direct mail, banner ads or TV spots to help you do the actual selling.”

The Content Habits of B2B Enterprise Marketers | Infographic [from Marketing Profs; written by Ayaz Nanji]

“More than half (53%) of B2B enterprise marketers spend fewer than two hours a day engaging with industry content. Moreover, 31% say they probably overestimate how much time they spend with this sort of content.”

Pair with B2B Content Marketing Trends for 2015 [Infographic] also from Marketing Profs.

On measurement and everything else

How #TechnologyAndStuff Became GM’s Oreo Moment [from Social Media Today; written by Mark Schaefer]

“This small victory gives me hope. If a bureaucratic company with 1,000 lawyers like GM can embrace an embarrassment and use social media in a wise and fun way, maybe there is hope for all of us! Here is what they did right:

1) In a PR crisis, they cut through the bureaucracy to let the storytellers, instead of the lawyers, run the show.

2) They responded IMMEDIATELY and set the tone for the reaction. If they had reacted in a formal or legalistic way, they would have become part of the controversy instead of part of the fun. They would have reinforced an image of being stiff and out of touch instead of being playful and cool — like their trucks.

3) Instead of focusing on the bumbling #ChevyGuy and the negative implications for the brand, they hijacked the meme with #TechnologyAndStuff which is still funny but also connects the brand to something positive. And stuff.

In a world where traditional media often pokes fun at social media mess-ups, it is refreshing to see a traditional media mess-up become a social media success story.”

Pair with Why Brands Should Stop Idolizing Oreo’s Social Media Strategy, also from Social Media Today.  

The Danger Of Focusing Expectations On A Single Metric [from Marketing Land; written by Kendall M. Allen]

“When doing our business, marketing plan and any given initiative within it justice — do we always slow down and really think through what we are trying to accomplish and why? Do we take the time to lay out the strategy and tactics, and then determine the various (operative word: various) things we should care to learn?”

What Fashion Designers & Publicists Need to Know about Product Photography [from PR Couture; written by Lori Riviere]

Quality product photography enhances a consistent brand image.

 

Written by Sarah

November 7th, 2014 at 8:33 am

The Week in Social Analytics #120

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Crafting Your Analytics Story: 2 Guidelines to Keep in Mind [from ClickZ; written by Robert Miller]

“Identifying what information you need to present, and to whom, in order to progress your wants.”

Majority of Marketers Say ‘More’ to Brand Awareness Efforts [from eMarketer; written by staff]

“Brand awareness was a higher priority for eMarketer’s audience than demand gen, global business expansion efforts, or spending on events—none of which attracted a majority to increase spending.”

Business Investment Plans According to Marketing Professionals Worldwide

5 Marketing Myths [from Geoff Livingston]

“1) Analytics Make Your Marketing Program Succeed

Analytics will inform marketing toward the best way to encourage desired customer behaviors. They will not make a brand better at marketing (myth revealed). . .Creative alone is wild and unpredictable. Data alone informs direction, but can’t stop crap communicators from producing, well, more crap. Together, informed creative is flat out dangerous.”

Listen Up. Your Customers Are Complaining On Social Media. [from Marketing Think; written by Gerry Moran]

“79% of your customers who complain on social media do so in hope that their friends see their dissatisfaction with your brand, reports Edison Research.”

Be sure you’re listening, and have a plan in place for how you’re going to respond.

Can Snapchat Really Work for Marketing? [from Marketing Profs; written by Dan Virgillito]

“Snapchat provides urgency, with powerful content that prompts quick action. Snapchat users have a few seconds to react, so they may be more impulsive and willing to interact to a Snapchat marketing campaign, as opposed to using other image-sharing platforms to do the same.”

8 Tips for Managing a Social Media Crisis [from Pamorama; written by Pam Dyer]

“Social media can be a useful tool to build your company brand or a nail in its coffin.”

Have a plan in place, but react to each situation as the unique confluence of events and technology that it is.

3 Post-Sale Content Marketing Strategies You Need [from Heidi Cohen]

“. . .the initial sale is only the beginning of the customer relationship.”

Why and When to Re-Evaluate Your B2B Brand Strategy [from Marketing Profs; written by Bob Domenz]

“This article details the signs that indicate it may be time to re-brand your business. Usually, that time comes during one of the following three circumstances:

  1. When it’s clear: Your company is about to undergo a Big Change.
  2. When it’s fuzzy: The brand hasn’t been evaluated in some time.
  3. When in a growth spurt: You’re trying to just get through today and don’t have a chance to think about tomorrow.”

How to Be a Visual Social Media Marketer [from SpinSucks; Eleanor Pierce]

Know when to go pro, and always keep things authentic.

To gain a customer’s trust; meet them on their preferred digital stomping ground [from Marketing Pilgrim; written by Cynthia Boris]

Different demographics and audiences prefer to communicate with brands in different places, using different methods; knowing this and acting accordingly can help brands gain trust faster than acting along more traditional routes.

Written by Sarah

September 19th, 2014 at 9:48 am

The Week in Social Analytics #117

without comments

It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Best Practices for B2B Social Media [from SHIFT Communications; written by Amanda Grinavich]

“Because you even though your focus is businesses, you still market and sell to people. And guess what? Those people are on social media too.”

Does Your Company’s Social Media Use Compare? 2014 Fortune 500 Social Media | Research / Charts [from Heidi Cohen]

Check out this great roundup of charts and stats from Heidi Cohen to see where your company ranks in terms of social media usage.

4 Steps To Successful Content Personalization [from MarketingLand; written by Rachel Balik]

“Above all, remember that you need to consider the solution and process that will work best for your company and your technology stack. Make sure that you’re working cross-departmentally with the right stakeholders to get complete buy-in and then the right information. Then, stay invested in the progress so you may tweak and optimize as you go.”

A Crisis Plan You Can Execute in 30 Minutes or Less [from Spin Sucks; written by Phil Gerbyshak]

“Prepare a crisis plan now—before your 30 minutes of make or break is in front of you—and your business can avoid being burned to the ground by one disgruntled ex-customer.”

Pair with: Crisis communication on Twitter for airlines, and crisis communication tactics for cruise lines.

How to Respond to Online Brand and Reputation Attacks [from Social Media Explorer; written by Whitney Gibson]

Do you respond?

“First, it is necessary to evaluate the attacker’s characteristics and find out as much information as possible about the attacker and whether they pose a significant threat.

More specifically, it will be important to determine the following:

  • Whether this is likely a one-time attack by a disgruntled party or the beginning of a full-fledged campaign attack;
  • How sophisticated the attacker is;
  • Whether the attacker has a large social media and online presence or following; and
  • How likely the attacker might be to spread the information around the Internet in highly visible places.”

How To Determine If Your Brand Should Join In [from Likeable Media; written by Rachel Hadley]

“When deciding whether or not to join the conversation, it’s important to ask yourself the following:

  1. Why are we considering participating?
    Are you really posting to spread awareness of an organization or to honor victims of a tragedy? Or are you purely marketing your brand?
  2. Does it make sense for our brand?
    If there is an obvious tie-in to your business and a clear purpose of the post, go for it!
  3. Could it be seen as insensitive?
    If the answer is yes, it will be important to determine the risk. Not everyone is going to like what you do, no matter how good your intentions are, but asking yourself this question could provide a good litmus test to determine whether or not you should join in the conversation.”

20 Creative Hyperlapses From Instagram’s New App [from Mashable; written by Brian Koerber]

Hyperlapse just rolled out this week and some brands are already testing it out. Get inspired by the fruits of their labors.

Why Interactives are the Next Big Thing in Content Marketing [from Visual.ly; written by Karl Schutz]

“If infographics blew up because they caught people’s attention where a boring report wouldn’t, interactives are blowing up because they catch people’s attention – and hold it.”

3 Ways to Create Amazing Interactive Content [from Convince and Convert; written by Jared Flamm]

This piece covers interactive video marketing, reveal-based marketing, and polling. (Check out Wedgies for a great polling tool.)

The Week in Social Analytics #112

without comments


It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Celebrate Your Social Media Successes, but Don’t Forget that Community Trust is the Key [from Social Media Today; written by Craig Thomler]

“Social media isn’t just a reflection of the world – it is part of the world. How your organisation conducts itself on social channels can significantly shape community views – creating a positive or negative impression.”

How to Build the Commodities of Identity and Trust in Social Media [from Danny Brown]

“If you’re expecting your brand to be immediately identifiable through your actions on social media, you’ll be sorely disappointed. Instead, it’s the consistency of the message and voice that will build your identity, not the speed in which you bring that to market.”

Tips to Thank and Reward Your Social Media Audience [from Social Media Today; written by Isra Garcia]

Your audience makes you who you are. Be sure to thank them accordingly.

Create Compelling Marketing Videos That Educate and Entertain | Infographic [from Marketing Profs; written by Rebecca Toth]

If you’re looking to get into video marketing, make sure you’ve got your bases covered: Who is your audience? Do you want your videos to be informative, entertaining, or both? This piece can help you plan out the basics and get started. Pair with New Research: B2B Video Marketing on the Rise [from Convince & Convert; written by Tyler Lessard].

Which Practices Are B2B Content Marketers Focusing On? [from Marketing Charts; written by staff]

“Such a narrow focus on content production runs the risk of using content marketing as a type of outbound advertising practice, rather than a marketing technique used to engage customers and build relationships…

In other words, as the study notes, content marketing practices seem inordinately focused on customer acquisition at the expense of relationship-building that continues throughout the buyer’s journey.”

Emphasis added.

3 TED Talks That Uncover the Secrets of Storytelling [from Convince & Convert; written by Julie Neumark]

“After viewing over 25 TED talks listed as having something to do with the topic of ‘storytelling,’ I began to see a through-line. There was a theme that appeared around the ideas of wonder, mystery, possibility, connection, and engagement.”

That Diner Feeling: How Denny’s became a weirdly successful content marketer [from Fast Company; written by Jeff Beer]

“While Allen says the brand isn’t afraid to take risks, she’s also quick to point out that the team tries to learn everything they can from both success and failure. ‘If you take those calculated risks, you’ve also got to be learning,’ she says. ‘I have an expression I use with my team, ‘read, react, and refine.’ We take these calculated risks, but we test and monitor it very closely and then take what’s working and what’s not and refine what we’re doing.’”

Second Half Content Marketing Checklist – 50 Points [from Heidi Cohen]

Use this list to maximize the success of your content marketing.

39 Resources for Understanding the Science & Psychology Behind Great Marketing [from KISSmetrics; written by Chloe Mason Gray]

“In an effort to make all of our lives easier, I’ve scoured the web for the best articles, infographics and books about the subject and organized everything into the following categories so that you can skip directly to the topic you want to learn about:

  • The Psychology of Marketing: An Overview
  • The Psychology of Pricing & Purchasing
  • The Psychology of Conversion
  • The Psychology of Good Websites
  • The Psychology of Color & Marketing
  • Books on Psychology, Persuasion, Influence & Marketing” 

What Are Personalization’s Biggest Challenges and Opportunities? [from Marketing Charts; written by staff]

Marketers continue to struggle with the balance between personalization and privacy.

Written by Sarah

July 25th, 2014 at 9:06 am

The Week in Social Analytics #101

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

The Surprising Data Behind How Often Brands Should Post On Instagram [from Forbes; written by Jeff Bercovici]

 “Union Metrics also looked at activity around paid content — ie. advertising — on Instagram, and found that it’s remarkably effective as a tool for driving follower acquisition and engagement. One big brand saw a 32% increase in followers after a 30-day paid campaign, translating into tens of thousands of new followers, plus a corresponding 25% increase in engagements on organic, non-paid posts. That suggests that followers obtained through paid promotion are as valuable as or more valuable than those acquired for free — another reversal of conventional wisdom, if it holds up on a wider scale.”

Want to learn more? Download our full Instagram whitepaper here.

10 Actionable Research Based Instagram Marketing Tips [from Heidi Cohen]

93% of prestige brands have a presence on Instagram, up from 63% in July 2013 according to L2 Think Tank research.”

Emphasis original. Pair with another great piece from Heidi this week: 10 Small Business Marketing Lessons You Need Regardless of Size.

10 Kinds of Stories to Tell with Data [from Harvard Business Review; written by Tom Davenport]

“Narrative is—along with visual analytics—an important way to communicate analytical results to non-analytical people. . .What’s needed is a framework for understanding the different kinds of stories that data and analytics can tell. If you don’t know what kind of story you want to tell, you probably won’t tell a good one.”

7 Ingredients for Employee Social Advocacy [from Convince and Convert; written by Jay Baer]

“. . .employee social media advocacy gives you Authenticity, Trustworthiness, and Reach. But, getting there isn’t a snap. There are many steps involved in creating and maintaining an effective program of this type.”

Click through for the full SlideShare.

The best crowdsourced social media campaigns [from iMedia Connection; written by Drew Hubbard]

Examples of the best crowsourced social campaigns in recent memory. Do you have one to add? Or a failed attempt everyone can learn from?

Over 100 B2B Content Marketing Statistics for 2014 [from TopRank Online Marketing Blog; written by Lee Odden]

This roundup covers everything from “insourcing vs. outsourcing to the most effective tactics”, but we pulled B2B content marketing and social media tactics here:

B2B content marketers use an average of 6 social media platforms

  • 91% of B2B marketers use LinkedIn to distribute content
  • 85% of B2B marketers use Twitter to distribute content
  • 81% of B2B marketers use Facebook to distribute content
  • 73% of B2B marketers use YouTube to distribute content
  • 55% of B2B marketers use Google+ to distribute content
  • 40% of B2B marketers use SlideShare to distribute content
  • 34% of B2B marketers use Pinterest to distribute content
  • 22% of B2B marketers use Instagram to distribute content
  • 22% of B2B marketers use Vimeo to distribute content
  • 16% of B2B marketers use Flickr to distribute content
  • 15% of B2B marketers use StumbleUpon to distribute content
  • 14% of B2B marketers use Foursquare to distribute content
  • 14% of B2B marketers use Tumblr to distribute content
  • 14% of B2B marketers use Vine to distribute content”

On Being Useful [from Social Media Explorer; written by Tracey Parsons]

Excellent follow-up piece on the discussion on the balance brands need to strike between being human and being useful; shows examples of brands who strive to be useful in a human way.

The Ecommerce Brand’s Guide To Pinterest [from Social Fresh; written by Julie Bee]

If you’re an ecommerce brand that has already set up a Pinterest Business Page and gotten verified, then this article tells you where to go next.

How 4 Brands Embraced Tumblr’s New Mobile Design [from AdWeek; written by Garett Sloane]

“‘Tumblr is a place where brands can breathe,’ the company said in today’s mobile redesign announcement. ‘We’re once again stretching the canvas for brands and marketers to create a mobile identity that is truly representative of their brand.’”

Pair with Tumblr declares war on the internet’s identity crisis from The Verge.

Twitter’s Marketing Problem [from stratechery; written by Ben Thompson]

The headline takes away from the interesting potential ideas for Twitter’s future in this article:

“So why not embrace the complexity? Instead of trying to teach new users how to built a curated follower list, build the lists for them. Don’t call them lists, though; embrace Twitter’s TV connection and make them ‘channels.’ Big basketball game? Go to the basketball channel, populated not with the biggest celebrities but with the best and most entertaining tweeters. Build similar channels for specific teams in all sports. Do the same for Apple, Google, and technology; liberals, conservatives, and politics in general; have channels for the Oscars, the Olympics and so on and so forth. And make them good, devoid of the crap that pollutes most hashtags and search results. If the ideal Twitter experience is achieved with a curated list, then provide curated lists and an easy way to switch among them.

Now you have a value prop: easily join the conversation about what is happening in the areas you care about, without the months-long process of building a perfectly customized Twitter feed. Oh, and by the way Ad Person, here is a very easy-to-understand ad unit built around a specific topic filled with self-selected followers.”

Written by Sarah

May 9th, 2014 at 9:27 am