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Blinded by Channel-Centric Marketing: the Eye of the Beholder

February 14, 2012 By Leave a Comment

 

channel centric marketing blinds usWhen social media started to become ‘big’, a new species was born : the social media expert, also known as pundit, maven or guru. Many of them had a PR or blogging background and few had a (digital) marketing background.

There is nothing wrong with that. At least, until they started talking about…marketing. This new breed of opinion makers, often blinded by personal branding and influence scores, rapidly started shouting that the end of traditional digital marketing had arrived. Email was dead, blogging would follow and advertising was doomed.

As we all know, history has a tendency to repeat itself. In no time social media got siloed and nicely divided in the organizational structures we have known for ages. The battle for the ownership of social media could start. ROI became Return On Influence and KPIs changed overnight. [Read more...]

Filed Under: Blog, Connected marketing, Customer-centricity, Opinion, Social media marketing Tagged With: , , , , , ,

The Key Question Marketers Forget to Ask

February 5, 2012 By 2 Comments

 

What do your customers want“What do we want?”. It is the question marketers (and managers) ask each time they consider launching a new project or solving a business question. Answering it is a must if you want to develop a proper strategy. Define the goals, analyze the best ways to achieve them, determine how to measure success, launch, monitor and improve.

The answer to the question what we want (to achieve), is usually simple and comes down to what Jim Sterne defined as the three business goals: improve customer satisfaction, lower costs and/or raise revenue. Obviously, depending on the project, these three goals can take many forms and offer various roads to get there. [Read more...]

Filed Under: Blog, Customer-centricity Tagged With: , ,

Building Your Internal Social Media Expert Team

January 28, 2012 By 1 Comment

 

Christopher Barger

Christopher Barger

An important aspect of setting up a social media strategy is building a team to make the program work, regardless of the scope and goals. Social media is not a free lunch, and you need your internal team of social media experts to make it happen. Tips and considerations.

Let’s agree on terminology first. An expert is someone with proven expertise in his line of work. Terms such as guru, maven, rock star, pundit or ninja have nothing to do with business, and if you use them to describe yourself, no serious manager will ever hire you.

This post is based on some workshops I organized with Christopher Barger, who just released his book ‘The Social Media Strategist’. Christopher works for Voce Communications and is a social media expert in the true sense of the word. [Read more...]

Filed Under: Blog, Connected marketing, Management, Social media marketing Tagged With: , , , ,

The Social Networks Your Organization Needs This Year

January 22, 2012 By 3 Comments

 

Facebook social network fans 2012Socialbakers released an infographic a while back, providing an overview of the social networks that are important for organizations in 2012. The infographic is based on data that look at how some major brands and media companies do on the big social networks. It takes into account three different parameters.

In a blog post on Econsultancy, CEO Jan Rezab concludes that Facebook and Twitter are currently best suited for media companies, with a more passive role for Google +.

For brands, especially Facebook is a must, with Google + as a “the next place to be”, despite the fact that it lags far behind the king of social networks. [Read more...]

Filed Under: Blog, Connected marketing, Research, Social media marketing Tagged With: , , , , ,

Treat Bad Customer Reviews as Good Friends

January 21, 2012 By 1 Comment

 

Bad and good reviewsWhen a customer is disgruntled, the act of solving his problem in a rational and authentic way – meaning not hiding the truth – is an excellent opportunity to turn him into the most loyal customer you ever had.

Does this mean we should mess up as a strategy? Of course not. You know the popular saying in these ‘connected times’: “an unhappy customer will tell xyz (fill in a number) perfect strangers.”

However, our mania about reputation and fear of comments make us forget the basics and often even take wrong decisions as research about “bad” or “negative” customer reviews shows. [Read more...]

Filed Under: Blog, Connected marketing, Customer relationships, Customer service, Research Tagged With: , , , ,

Ten Blogging Lessons from Chris Brogan

January 20, 2012 By 2 Comments

 

Chris Brogan

Chris Brogan

2012 is the year of oversaturation. On social media too. So says Chris Brogan. He has a point. You know the phenomenon. There is too much ‘noise’. And we need filters.

“Curation” is hot. That’s why Twitter acquired Summify. We will scale down.

We live in a consumption society, says Brogan. “People can barely read a tweet.” We must keep everything brief. Ten blogging lessons. [Read more...]

Filed Under: Blog, Blogging, Content marketing Tagged With: ,
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