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 How CEOs Will Use Social Media in the Future from Mashable Today’s CEO is not social. So says Forrester Research’s CEO George Colony. Very few of the CEOs at top companies in the U.S. and the rest of the world have any material presence on the popular social media sites... ...read the full post here How Much Should Brands Budget for Social Media? from Digital Influence Mapping Project What percentage of a B2C or B2B brand's budget should be spent in strategies and tactics that we would label "social media-related?" Within that percentage, how should the money really be applied with the big amorphous box we all call social media? Big questions. I find it hard to generalize while at the same time am driven to try and do just that. I want to establish some benchmarks based upon all of the brand work I have seen or touched in my job... ...read the full post here FTC Testifies about "Protecting Youths in an Online World" from DiResta the Law New post from Tony DiResta about marketing to youth. A must-read for all brands. ...read the full post here 7 Ways to Effectively Engage with Facebook Fans from WOMMA Facebook has become a marketing juggernaut. With over 500 million active users, Facebook is the dominant social media site where people are engaging with friends, colleagues, causes, bands, and yes ... brands. Facebook makes it easy for customers to connect with brands and for brands to connect with customers. By simply clicking on a brand’s ‘like’ button on Facebook, a customer not only connects himself or herself to a brand they enjoy, they also broadcast to their Facebook friends their passion for a brand... ...read the full PDF here Word of Mouth Marketing Strategies & Case Study Examples from WOMMA Word of mouth marketing encompasses an amazing diversity of strategies to get people talking. Whatever the ultimate goal of a marketing initiative, there's sure to be a word of mouth strategy that fits. The Word of Mouth Marketing Association has been at the forefront of this emerging marketing discipline.. ...read the full PDF here Social Media for B2B: 3 “Can’t Ignore” Case Studies from Eloqua Social media playbooks and templates are valuable, but sometimes the best way to learn is by seeing what others have done, then adapting it to fit your business’ needs. Following are three case studies that show how social media, employed strategically, can have a dramatic impact on a B2B company’s reputation and revenue.... ...read the full article here Fire Your Marketing Manager and Hire A Community Manager from Harvard Business Review Okay, maybe that's going too far. I don't really recommend firing your marketing manager. I do however believe that most companies will eventually need to hire or contract with a community manager, if they haven't already... ...read the full article here Altimeter Report: The 8 Success Criteria For Facebook Page Marketing from Jeremiah Owyang Read this post from Jeremiah Owyang talking about successful Facebook marketing efforts. "...nearly half of the brands we reviewed (14 out of 30) did not fully leveraged social features to activate word of mouth, the hallmark behavior of social networks". Review lessons learned to increase and maintain your social media presence in this post. ...read the full article here Guide to Designing a Digital Social Media Policy from WOMMA In a recent June 17 webinar hosted by WOMMA, we discussed helping brands understand the development of social media policies for your staff teams, items to consider and how to keep current with FTC regulations. ...download the full presentation deck here ...download the full guide to designing a social media policy here Can't Buy Me 'Like' from dotwom Facebook has more than 400 million active users, who spend over 500 billion minutes per month on the site and interact with 160 million features (i.e., pages, groups, events, etc.). While the typical Facebook user is connected to an average of 60 pages, groups and events, how is a brand supposed to attract fans and keep them interested... ...read the full piece here
10 Ways to Really Connect Through Social Media from WebWorkerDaily
DuPont's Social Media Campaign Goes Up in Flames... from Advertising Age "Fiery race-car crashes, exploding oil refineries, policemen shot in the chest at point-blank range -- these are just some of DuPont's new social-media tools. Fearing that it's losing touch with young professionals who don't read traditional media, the chemical giant developed a social-media strategy anchored in viral video. Digging into its archive, it pulled out some of its most spectacular product test and demonstration footage. And this became the core of a series of three-minute programs hosted by video blogger..." ...see the full video here IBM Study: The end of advertising as we know it from socialmediatoday.com "The next 5 years will hold more change for the advertising industry than the previous 50 did. The information for this post is from an IBM global surveys of more than 2,400 consumers and 80 advertising experts … the report is titled, The end of advertising as we know it.” Imagine an advertising world where ... spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising vehicles..." ...see the full study here Launching Brands in Public from Seth Godin's Blog "The"I was talking with a senior marketer at one of the most famous brands in the world last week. She said, 'executives keep coming to me with stuff they find on the internet, stuff they find on YouTube about us, and say, 'take it down!' Of course, I have to explain that I can't take it down. No one can. If your brand has any traction at all, people are talking about you. Of course, they've always talked about you, but now they're doing it in writing, in video and in public..."icles..." ...see the full study here How Doctors Are Using Social Media from Ogilvy's 360° Fresh Influence "Every once in a while a new report or news story surfaces about a new social network targeted at doctors and physicians, or a study comes out about the growing use of the web by health care professionals and physicians are mentioned in passing. Aside from a general awareness that Sermo exists and that doctors are using it though, there is little understanding in the healthcare marketing community of how physicians are actually using the web and social media..." ...see the full post here (for Healthcare & Pharma brands) Burger King's School Of Endorsements from Rohit Bhargava's Influential Marketing Blog "In a recent ad that Burger King just started running, NASCAR champion Tony Stewart teaches a course to other celebrities about only endorsing brands and products they actually believe in. The ad features Eric Estrada selling his own line of Estrada sunglasses, and an overly botoxed Carrot Top (the comedian) selling his own Carrot Crusher juicing machine (both of which have mock websites selling the fictional products - nice touch by Burger King). Clearly, neither of them understand Tony's point of only endorsing brands you really believe in..." ...watch the video and read Rohit's comments here BlogTalkRadio, Live from WOMM-U: On Demand Podcasts WOMM-U is a two day comprehensive and interactive educational experience from WOMMA. It’s built around giving you the real-world knowledge you need to execute exceptional word of mouth marketing programs that are most effective in today’s recession economy. WOMM-U is different from any other conference you have ever attended because of the powerful mix of the theoretical, practical, inspirational, and hands-on opportunities that will allow you to return to your office prepared to strengthen your existing WOMM programs or begin new ones....download the podcasts and interviews here Threadless on Building Brand Love Through Social Media Bob Nanna of Threadless explains using social media to create a brand-lovin' community...see the full video here When Big Brands Discover Social Media Marketing Has anyone in your company asked you this lately, or at all? Chances are if you haven’t heard this question from a VP yet, you will soon. It’s what everyone is trying to figure out - not if we should be using social media, but how we should be using it. In this column, I’m going to look at a few ways that Yahoo!, and others, are using social media and how it’s evolving from a big-brand perspective...read the full article here Turning Web Analytics into Nonprofit Success I know, I know, you think I’ve gone crazy with the heat. But today, we’re talking about how web analytics can set you up for success, even if your tax status is a bit different. Sarah from Seattle tweeted Bryan the other week, asking for some advice on how to use web analytics, and specifically “goals,” to help her with a nonprofit website supporting the Burke Museum of Natural History and Culture. We thought it would be good topic to explore a bit, so we’ll start with the basics...read the full article here From Corporate to Personal: A Breakdown Of The Four Types of Twitter Profiles Brands often ask how they should position their persona on social media profiles and accounts, this guide should be a helpful breakdown. This post is inspired by Michael Brito, one of Intel’s social media strategists who presented on this topic with me at Stanford a few weeks ago. There are different purposes for different needs, so my standard breakdown is designed for you to weigh out the pros and cons as you make...read the full article here
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