Tag Archives: corporate social media marketing

Welcome to Day 2 of Social Media & Community 2.0 Strategies 2010!

Welcome to the first main conference day of Social Media & Community 2.0 Strategies 2010! We’re looking forward to full day of industry leaders providing you the latest case studies, panels and innovative discussions. We encourage you to follow Social Media & Community 2.0 Strategies 2010 event coverage and share with your colleagues.

Thank you to all of you who joined us at last night’s Tweet-Up! What an amazing crowd!

As a reminder, if you’re attending the conference and twittering from the event, use #socialc20 in your tweets. You can follow the discussions on Twitter @Community20. You can also review details of many of the sessions you may have missed by keeping up with our blog for the latest presentation posts.

See you at morning coffee ‘

The Social Media & Community 2.0 Strategies Event Team

What can social media do for your business?

The MetroWest Daily News’ Jeff Adair recently spoke with Bob Cargill, the Direct Marketer of the Year for 2009, recently commented on what social media can do for a business, from building more connections between the brand and customers to what the most effective social media tool is. Cargill believes social media is here to stay and not a fad, as it is on track to become more used than any other electronic communication.

Cargill also added this about how it enhances your in-person encounters with your customers:
“Yes, absolutely. Social media shouldn’t replace face-to-face meetings. Ideally, it should lead to even more physical encounters. It should help you make connections online with people who ultimately become customers and friends offline. There’s even a word for meetings between two or more people who have met on Twitter. It’s called a Tweetup. “
Read the full article here.

What Are Your Social Media Goals?

Well? We talk about social media and its impact on your marketing campaign quite frequently on this blog; however, we’d like to ask you what your goals are for social media. Sure its easy to discuss case studies and to lead by example through the murky waters of social media; but what if your case is different–what if, you’d like to be the example and not just follow suit?

Liana Evans article, “What Are Your Social Media Goals?” in SearchEngineWatch.com, spurred us to think hard about our own social media goals and the goals of every organization out there seeking to reach customers on a new level.

Along with providing a list of accountable goals, Evans also reminds us, A marketing director doesn’t want to hear that you can’t measure social media efforts. If you can come back with a concrete way to show success with your efforts by setting goals in the social media space you’re working with, you’re more likely to get greater support moving forward with more social media efforts.

So, what are your goals?

Target: Using Facebook for good

At Slate, this week they look at the good Target is doing by contributing to the community.

They have two rules:
Rule 1: A corporation should do good.
Rule 2: It should tell everybody that it’s doing Rule 1.

To do this, they’ve created a Facebook Fan Page to let Facebook users choose which charity their money goes to by creating a polling. Watch the video for more info:

How to analyze a podcast for advertising?

Measuring the micro media of today is a big challenge. For marketers there is this ever pertinent challenge of how to measure mediums like blogs, wikis and podcasts.

With Social Media Channels like blogs and podcasts, the traditional metrics of reach and frequency won’t work, and more often than not, you will have to justify by qualitative metrics at best. So here I attempt to highlight the right metrics for marketers. And hope that user generated content is monetized in a way that it is worthy of.

I have always thought that podcasts and blogs need to be monetized- in a way that is appropriate. I think one major hurdle to achieve that objective is marketers ignorance. Another one is the content creators incapacity to market themselves well. But that is another story. The main issue is the lack of standards and ignorance. Chicken and egg situation actually. Usually problems like this wait for ‘scale’ to be solved. Marketers scramble for answers only when the right scale is achieved.

I just put together a podcast series on www.chasingthestorm.com and attempt to put together a set of metrics and parameters to analyze podcasts. What better way to put up an analysis through the medium itself. Hence a podcast to analyze podcasts. There actually is going to be a series of webisodes on this one topic- three to be exact. Following which, we will have other topics- hopefully some suggested by you. To take a perspective- I am going to analyze three of my favorite podcasts from Singapore.I analyze them on the basis of their

  • Web “weightage” (Page Rank),
  • Blog buzz (inbound links from other blogs),
  • Buzz within the podcast channel (Comment to webisode post ratio),
  • Frequency of posts, and average time per podcast.
  • And of course I will be covering some qualitative criterion as well

Not perfect. But in the absence of any other criterion- should give you a reasonably good insight rather than go by gut feel. Or worse- scrap spending on this media at all- because there are no parameters or justifications. In the first podcast of this series- I cover a technology podcast/videocast by a bunch of young lads. Some details and how they fare on each of the above highlighted parameters. Do let me know what are the other things that interest you- in case you are marketer or a content creator. Meanwhile, I get down to creating some more content and putting in more distribution channels for the podcast. Can only get better with time. Till then- Enjoy!Shalabh PandeyChasingTheStorm

Do customers really want to engage with the brands?

The year began on a not so high note for the economy. But the digital media folks are bullish-as-usual.

I had a brainstorm featured on ChasingTheStorm. We were discussing Digital Media trends in 2009- specifically for Asia-Pacific. What came up were some really cool observations, some strong views and some star gazing.
Though the entire brainstorm could be viewed here – here is the sneak preview:

  • We need to recognise that commerce in APAC is conservative, and that in the words of Deng Xiaoping we’re ‘crossing the river by feeling the stones’
  • We could see a doubling of digital’s share of the marketing spend to 4% in APAC
  • Rise in spending on ‘Social media’ marketing
  • Figures say that in China alone, the share of marketing spending on Social Media is about 20% of all digital marketing spending.

And some comments that the community here in particular could respond to-

  • Other than SMEs running PPC campaigns on Facebook, social networking sites seem to be normally no more than bit players on display advertising schedules
  • I haven’t seen evidence that corporate profiles receive much traffic, and I’m not sure that modern media-savvy audiences really want to engage in conversations with their brands, they have better things to do
  • The landscape is unnecessarily blurred by social concepts such as twitter
  • Twitter’s like a social event where everyone’s talking and no-one’s listening. I simply don’t think that sufficient numbers will read it. Since this is a marketing cornerstone, it’s a non starter.

What are your thoughts on the above? Let us contribute to the discussion.

What is the Future of Social Media?

Jim Tobin over at Ignite Social Media posted 5 trends to look for in the future of Social Media. His focus is exclusively on corporate social media marketing and the list provides a neat insight into where the industry is headed in seemingly uncertain times. I am particularly fascinated with his prediction that we’ll see fewer “Shiny New Tools.” Marketers and corporations are working with less and its important to not be sidetracked by something new that may not prove to be an alternative to tried and true applications. Check out his list and think about your own list. What do you see happening in 2009? Post your comments and share with us on LinkedIn.