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A recent press release from the Acme Hotel Co. in River North, Chicago, included these phrases: Snapchat Spectacles, Amazon Echo, ESP Guitar, DIY cocktail. Yes, it may be time to provide a translating service for hoteliers trying to keep up with speeding changes related to technology and demographics. This hotel, whose website says it’s targeted at the “tragically hip,” offers Snapchat Spectacles at the front desk on a first-come, first-served basis. The glasses have a button on them which, when pressed, will create a 10-second video “snap” that is wirelessly uploaded to the memories page of a personal Snapchat, readied to be posted for friends and family to see. Of course, the in-room Amazon Echo — one of those personal digital “assistants” now rampant among the tech savvy — can help guests decide where to go in town to get the best videos. The DIY (do-it-yourself) cocktails can be created with an in-room kit that costs $18, makes two drinks “and the shaker is yours.”...
Are you making enough video? The Technorati Media's 2013 Digital Influence report has highlighted yet another gap between consumers' behavior online and what brands are doing.
Facebook hit a billion users! Twitter is the new digital water cooler! Youtube is the future of TV! Ok, you get it right? Social media is transformative. So what? Every business that thinks about customer engagement through a technological lens will miss the very thing that will keep them in business for the long-term—the impact of technology on society and behavior and how it opens up new touch points and changes expectations as a result. Depending on your business, you may or may not already have someone dedicated to your social media strategy. Whether it is aligning with your current business objectives and priorities is a different article. The focus for our time together right now is on how you will compete for the future of attention, wherever attention is focused. All signs at the moment point to mobile as the future of engagement and commerce as smartphones and tablets become the lens for how consumers see the digital and virtual worlds....
It doesn’t seem like over four years since Forrester took the first stab at defining paid, earned and owned media. These terms have become as much a part of the lexicon of communicators as influencer, social media marketing and SEO. We’ve been reading for years now on how these functions of marketing and communications are converging, but have yet to see that put into practice in a widespread way. So why haven’t we experienced this radical convergence of our advertising, marketing and PR teams? Maybe we just haven’t had the practical need to work together…. until now....
You’ve heard that people are generating leads and closing clients using LinkedIn and wonder how to join the LinkedIn Success Club. Here is the secret: consistently connecting and engaging. It’s simple that really. Time: What are the best days to engage on LinkedIn? Start by finding out when your desired clients and prospects are on LinkedIn. This is critical because you need to be there when they are ready to engage: if your clients are online on Sunday evening, then that’s the best time to engage and post. Most social sharing is done Monday through Friday; however, most social engagement is Thursday through Sunday. Frequency: How frequently should you post, comment and share on LinkedIn? The best frequency is 3-5 days a week, twice a day. More is better on Twitter, but you can exhaust your LinkedIn audience. Keep your posts valuable and relevant to your desired client. Duration: How much time should you spend on LinkedIn? LinkedIn expert Lori Ruff suggests 30-45 minutes a day, broken down into 10-15 minute slots throughout the day: once in the morning, around lunch time and then towards the end of the day....
...allSocial media" remains a source of profound confusion and challenge to brands around the globe, resulting in siloed marketing departments and social campaigns that suffer from a lack of support and the increased awareness guaranteed by traditional media.
But the golden rules of social media--be transparent, honest, and consistent; listen, respond and be respectful--aren't foreign concepts to any communications expert (or, that being said, any socially balanced individual). Many people proudly declare, "I don’t understand social media."
Specialist agencies, "digital ninjas," and the social platforms themselves have succeeded in generating a digital snowstorm of confusion, leading the marketing world into the belief that theirs is a totally new universe of communication....
The content marketing industry is changing more rapidly than ever. Here are 3 critical content marketing trends that signal big industry changes still ahead.
...According to Neilson Global trust survey back in 2009, only 14% of people trust ads while 78% of people trust consumers’ recommendations.
While the number may change today, the concept of consumers trusting their friends’ recommendations remains the same.
Recently, I wanted to watch a movie and I couldn’t decide if I should watch Wreck it Ralph or Rise of the Guardians, so I asked my editor Henry for his opinion, and he recommended me to watch Wrect it Ralph. I went with his suggestion and I didn’t regret it. But guess who just lost one customer here because somebody I trust pointed me the other way? The big question is how do you find these influencers or brand advocates? There are a couple of tools out there that can help you with that....
You must come to think of building a Total Online Presence as an intention and a continuous work in progress.... With that in mind, I present a 12-month plan of attack or blueprint for working on your presence in the coming year. I’ve long taught this “live by the calendar” approach as I think it helps business owners, who wear many hats, get above the overwhelm by taking it topic by topic and manageable bit by bit in an attempt to forge something that looks like continuous progress....
How do the top U.S. retail brands stack up on social media? Platforms such as Facebook, Twitter, Google+, Pinterest and YouTube have revolutionised retail marketing. The top brands can easily attract millions of fans and customers – tens of millions on Facebook – and, engaged appropriately, these huge, attentive audiences can dramatically raise product and service awareness, boost website footfall and drive sales. This infographic takes a closer look at the top brands in the social media retail space.
Via Pekka Puhakka
Each new year offers new possibilities, and considering that so much happened in 2012, it's a good time to think about what the next twelve months will bring us. There are so many different areas that you could cover, but here are what I believe will be the trends that will define social media in 2013: - Return of location - Reclaiming of data - Improved image editors - Focus on retention, not growth - Foundations for social research - Rise of augmented reality.
Blogging really is like jogging. You’ve got to do it regularly and spend more than 30 seconds at a time on it if you want to see any results. That being said, it’s easy to fall into a pattern of mediocrity or miss a few blog posts scheduled on your content calendar. Between eBooks, webinars, white papers, blog content and social media, an effective inbound marketing strategy is really centered around a high velocity of outstanding content. Enter repurposing. It’s not stealing if you own the words. As a disclaimer before we get started, I’m absolutely not suggesting that anyone plagiarize. It’s a terrible and cruel idea to steal other bloggers’ hard work, and it can quickly get your company in pretty deep hot water legally. If you’re ever in doubt about whether you’ve plagiarized, you should consider checking out the free, online resoures from Purdue University’s Online Writing Lab and investing in some Copyscape credits. Here are some non-sketchy, non-spammy ways to repurpose words that you already own...
A 2012 study by the Aberdeen Group found that 79% of sales reps that incorporated social media into their sales process achieved their quota over the last fiscal year compared to 43% of the Industry Average. How could this be? It’s because the traditional sales process is a few touch points with long periods of darkness. Social media, and particularly Twitter, help transform the sales process into something more engaging and interactive. I like to think of social media as the salt and pepper on an otherwise bland experience by allowing salespeople to interact more consistently with their prospects in new ways to build trust, rapport, and to stay relevant when other vendors are not.... [Compelling reasons to consider social selling ~ Jeff]
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A list of PR & Marketing chats on Twitter that can help you meet new people and hone your craft! It has been about six months since our last roundup of PR & Marketing chats on Twitter and it’s time for an update! Industry Twitter chats serve as a source of information, inspiration and brainstorming, and also a place to meet new people in the field. We have added some additional chats since our last roundup and if there are any we missed, be sure to leave us a note in the comments...-
Competitive brands have already developed social media strategies designed to interact with fans and followers through comments, shares and Likes, but is that enough? A new report from eMarketer shows companies will have to think on their toes in 2013. Marketers increasingly analyze social media interaction in real time to take the pulse of their brands and create compelling content to draw in new audiences....
A list of 38 fantastic marketing blogs any marketer should add to their reading list. In August 2011, we did a round-up of the 23 best inbound marketing blogs on the internet. But that was soooo two years ago, and it's high time we gave that list a refresh, don't you think? I spend a lot of time reading these bad boys, and so do my colleagues here at HubSpot. But I'm always looking for new reading material! So read through this list -- keeping in mind these are not ranked in order of awesomeness, but in order of alphabeticalness -- and let me know if there are some other amazing blogs we should consider for next year's list! I hope this gives you some new reading material to enjoy with your morning coffee....
...because the search engines and folks like Matt Cutts have made it their mission toget rid of the crap and demand more excellence from businesses and SEOs alike, we now find ourselves in an incredible transition. “Gaming the system” has been replaced by “Embracing the system”— a system that is now built around content that talks, walks, and thinks like the consumer– and answers every possible question or need they have. (Content Marketing) And it’s because of this new model so many SEO companies are in huge trouble. In fact, I’d venture to say that over half of the SEO companies that are around today willbe gone within the next two years....
With the proliferation of new platforms, expanded content needs and related marketing support, marketers can find social media overwhelming. The reality is that, done effectively, social media success can be achieved in an easy, straightforward manner. Instead of spending time and resources developing an elaborate plan, start small and build your social media engagement slowly. The beauty of taking this approach is that it keeps your social media on track to achieve your business objectives without abandoning your process as soon as other activities and projects take priority. 9 easy steps for social media success in 2013 The objective is block your social media activity into bite size chunks so you don’t feel swamped....
“Success” in a social campaign, and an annualized social media calendar, should be determined by the goals for the campaign and an overall long-term strategy… we like to use the term “Conditions of Satisfaction.” Far too often, companies start a campaign simply with the goal of having a “social” campaign, because that’s something they feel like they need to do or have been pitched by an agency. Most Social Marketing “experts” flock to those kinds of clients, and then pick some random metric as success.—In our world of coordinated creation of social media stories at Collective Bias, there’s typically two kinds of success, or ROI, on social campaigns – Cost Mitigation, and Sales Increase. And we believe there is a Return on Relationship (ROR) fostered by all brand relevant content and communication… simply put the value that is accrued by a person or brand due to nurturing a relationship. ROI is simple $’s and cents, ROR is the value (both perceived and real) that will accrue over time through loyalty, recommendations and sharing....
Compete ran some numbers last month on the average income levels for each of the top 6 social networking sites in the US. ...LinkedIn of course has a larger percentage of high income wage earners than most social networks. But if the numbers below are correct, Google+ has an even more affluent user base than LinkedIn. Google+ has the highest percentage of it’s user base from those making $100k and above. LinkedIn counts 27 percent of their social network from this same group....
...I think the best marketing metrics look at the total cost of marketing, including program spend, salaries of the team, and overhead, and relate that cost to the results you care about -- revenue and customer acquisition. Other metrics like cost per lead, cost per follower, or cost per page view can be useful to look at within a marketing team, because they can help you make decisions about where to focus and what parts of your marketing process are broken; but most CEOs really just care about the cost and the net results, not the interim steps. This list of metrics is meant to focus on the most critical measures of marketing that your CEO will likely want to discuss with you. Here are some metrics I've found useful over the past 5 years at HubSpot while growing our company, working with our CEO and CFO, and talking with our board members. I don’t have all the answers -- so please add your favorite metrics and thoughts on these metrics in the comments....
Even Top Websites Have Strengths and Weaknesses
As a Marketing Director for Atlantic BT I always want to know the same things when a new customer is…
Via Martin (Marty) Smith
Erik Qualman, author of the website and book Socialnomics, has updated his popular YouTube video about social media for the fourth time. The video, a roughly three-minute look at stats related to the digital age, is a really interesting and digestible snapshot of social media and its impact on our daily lives. We’ve pulled out 11 of the most surprising fact mentioned in the video...
With so many fantastic video campaigns released throughout the year, now is as good as any to take a look back at the campaigns and viral videos that made 2012 such a memorable year. From flash mobs to kamikaze cats, there's something for everyone... With the new year just hours away, it’s as good a time as any to reflect upon what has been a memorable year. With more than 72 hours of videos uploaded to YouTube every minute, it’s takes something truly special to stand out. Since the quality of videos has risen this year, the problem that emerged was that there were so many good examples, we could have easily made a list containing 150, which would have defeated the purpose. So in no particular order, here are our top fifty viral campaigns from the past year....
Measuring the efficacy of social media marketing still isn't an exact science, regardless of what the gurus and ninjas tell you. So how can we whittle all the thousands of social campaigns we've seen this year down to a definitive list of the '10 best of 2012'? Do we gauge it on the number of new fans acquired, retweets, ROI, YouTube views, the number of people it reached, sentiment analysis, the amount of traffic it drove or maybe the number of new brand advocates it created? The answer is any of the above and any number of other social metrics, so for this list I've instead gone for the campaigns that I found to be most memorable, innovative, or downright funny....
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Is Chicago's Acme Hotel cool or what?