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The 10 Commandments of Content Marketing

The 10 Commandments of Content Marketing

Marketers often confuse content marketing with engagement. Just because you get someone’s attention doesn’t mean your audience actually cares. You spend all of this time following the work of others, listening to experts who preach soundbites and executing against a programmatic calendar only to miss the very thing that connects with people…relevance. It’s hard to gauge or appreciate something so contextual however when we base our work on the measurement of the wrong things. Numbers do not reflect engagement. They…

Improving Customer Targeting and Personalization Through Social Identity

Improving Customer Targeting and Personalization Through Social Identity

Guest post by Andrew Jones (@andrewjns), analyst at Altimeter Group covering Social Media and Customer Experience Modern marketing is about more than just informing prospects and customers about products, but building relationships with them. The contextual insight available in social media offers an opportunity to better know and engage audiences with compelling, personalized content and experiences across channels. The following is a condensed excerpt from a forthcoming report. The Fragmented Customer Journey The customer journey has become incredibly fragmented, moving…

5 Steps to Improving the Customer Experience with Big Data

Guest post by Lisa Arthur, CMO of Teradata Applications and author of the new book Big Data Marketing (Wiley). Follow her on Twitter @LisaArthur. Technology advancements are making it easier for people to constantly, effortlessly and sometimes unknowingly generate massive amounts of data every second. Lurking in the sprawling data pipelines of global corporations are complex tangles of information that have the potential to become your company’s most profitable resource. The opportunity has never been greater for savvy marketers and…

Calculate the ROI of Social Media

Guest Post by Jaap Favier, managing partner of The Small Circle What is the secret of bars? Why do we happily pay four times as much for beer in a bar as in a store? We pay this brand premium to be with friends. The secret of bars is that they convert our quality time into cash. Like bars, social media are places where friends meet. The best social media programs also convert the consumer’s social time into a brand…

5 Ways Strategic Social Media Can Help Small Businesses

I often write about enterprise organizations and global brands…essentially big businesses. This is the first in a series dedicated to small businesses. One of the biggest misconceptions about social media strategy is that only the big brands and enterprise organizations can afford success. The impression is bigger businesses have unlimited resources, people and budgets to execute on all new ideas. This is simply not true. Like in anything, people are focused on their jobs as they exist and anything new…

Q: What’s your best advice to social media managers? A: Stop talking about social media

I recently presented at Microstrategy’s iCommerce Summit in Amsterdam on the importance of looking inside to improve how to engage on the outside. Following the event, I was invited to join Peter Gentsch of Big, Michael Buck of Dell, and Andreas Bock of Telekom. The conversation explored the importance of rethinking how businesses approach social media. Rather than driving social media strategies based on just clever ideas, campaigns, soft KPIs, and intangible results, I shared the importance of focusing on…

A Facebook Like Does Not Equal an Opt-in

I’m writing this post while visiting Antwerp, Belgium as part of the Social Business Sessions I’m hosting along with The Fusion Marketing Experience. While here, I had an opportunity to spend time with several Belgian journalists. One of the notable conversations was with Erik Verdonck of Pub, a local magazine focused on the advertising industry. The three themes we touched upon are not only timely, but representative of the challenges that face marketers and strategists around the globe. 1. A…

The rise of Generation-C…and what to do about it

I recently had the privilege of presenting at the GDOL Digital Talkfest in Istanbul. The focus of the event was very much in line with my current work. GDOL tracks the new generation of consumers who do everything online and the impact they now have on popular culture, society and ultimately business. I refer to this generation as Generation-C. Prior to my trip, I met with Capital Magazine for an in-depth interview. They asked some very important questions, questions that…

When ROI Represents the Realization of Influence

Vincenzo Cosenza is a new media strategist living in Italy who has over the years, designed some of the industry’s most comprehensive infographics on social media’s global footprint. Recently, he asked if I would write the foreword for his new book, Social Media ROI. And, as I’m a fan of his work, it was an easy decision. As usual however, I asked for permission to share it with you here and his publisher agreed. This is the only place where…

What’s the R.O.I.? A Framework for Social Analytics

“Not everything that can be counted counts, and not everything that counts can be counted.” – Albert Einstein Say hello to my little friends, R.O. & I. Yes. Return on investment have become the bane of an entire new media industry. However, avoidance is not the answer. While the question of “what’s the R.O.I. of social media” is difficult to answer, it is necessary as it forces us to dig deeper. The result is maturity. This conversation is important as…

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