Tag Archives: Social Media

Boost Engagement with Influencer Marketing: 6 Examples of B2C Brands incl. SMB #ContentMarketing


When thinking of influencers, we are inclined to think about very visible opinion makers or celebrities. Well think again! Here are 6 real life stories, brought by Julius, about brands leveraging anonymous influencers that helped them get a real boost in engagement in B2C.

It’s always to me the best way to get to things: real life stories about what brands are doing successfully. There are even more learnings in failure by the way but they’re more shy to share these.

Feel free to post yours as a comment to this post.

Have a great day!

Source: Julius | 6 Examples of Brands that Boosted Engagement with Influencer Marketing

What a pivotal year in our industry! Mobile, Cloud and Social making new leaders


What a pivotal year in our industry! Let’s face it, IT has been attesting more evidences that its tectonic forces at work did let emerge new leaders and previous ones fade.

Combining this to Big Data and associated analytics to get a modern business insight, let’s attest we’re already in a new world. Get ready if you’re not already! CIO, CMO, CDO or CEOs, don’t let your competition harness these revolutions before you get a chance to compete or lead: initiate change now.

Week in review: Big Data’s impact on the world – Enterprise Apps gold rush to the cloud


Big Data is pursuing to bubble up as the topic of choice for the beginning of 2012, even during Davos. Not surprising when one can attest that the cloud computing model is making significant progress all over the planet and even in my home country, France, where skepticism used to be the attitude regarding it. In turn, leveraging the cloud leads to Big Data, in a business context as well, to try to extract from all sorts of data streams meaningful business insights.

Big Data’s Impact in the World
Steve Lohr, in the New York Times, develops some examples in various areas and highlights some interesting numbers.

I won’t come back on Facebook IPO as the entire planet just twitted and blogged about it. But let’s step back 5 years ago and remember how people where viewing Facebook back then. It changed big time, Facebook is no longer a youngster phenomena but a business eye opener. Amazing 180° view of the world for a company supposedly going to be valued more than $100B now. Don’t you think? We’re already in a new world. Social Media is now a reality to most businesses, Marketing cannot ignore it anymore and mobile devices are becoming rapidly the #1 entry point to it. By the way, what is the revenue Facebook is making on mobiles ;-)? (None for now, but stay tuned).

By the way, recently SAP acquired Successfactors for $3.4B, Salesforce.com did the same with Rypple and Oracle with Taleo for $1.9B and RightNow, check this out. The enterprise apps gold rush seems to be on the cloud.

As Larry Ellison said about cloud computing in 2008: “What is it? It’s complete gibberish. It’s insane. When is this idiocy going to stop?” Not there yet apparently 😉

So are you ready for Big Data, cloud computing, social networks and mobile internet?

Best Internet Trends Presentation – Web 2.0 Summit


KPCB Internet Trends 2011

View more presentations from Kleiner Perkins Caufield & Byers

As usual, Mary Meeker delivered this presentation during Web 2.0 summit and summarizes important trends in our industry with a lot of meaningful data.

Internet Trends 

  1. Globality – We Aren’t In Kansas Anymore… 
  2. Mobile – Early Innings Growth, Still… 
  3. User Interface – Text -> Graphical -> Touch / Sound / Move 
  4. Commerce – Fast / Easy / Fun / Savings = More Important Than Ever… 
  5. Advertising – Lookin’ Good… 
  6. Content Creation – Changed Forever 
  7. Technology / Mobile Leadership – Americans Should Be Proud 
  8. Mega-Trend of 21st Century = Empowerment of People via Connected Mobile Devices 
  9. Authentic Identity – The Good / Bad / Ugly. But Mostly Good? 
  10. Economy – Lots of Uncertainty 
  11. USA Inc. – Pay Attention!

Managing Customer Experience: the next big thing?


I am a big believer in management guru Peter Drucker saying “What gets measured gets managed“. When it gets down to tracking a company’s success, too many businesses tend to rely on market share, profitability, EPS growth or repeat purchases only. Don’t take me wrong, you still need to track these down, but as one brilliant Berkeley Marketing guru asked: “Do you think your partner is loyal only because he’s having diner every night at home? So, does the number of repeat sales indicates that your customer is loyal?” At least for the first one you must admit he’s got a point.

Nowadays, customer experience is one if not the main ingredient of customer loyalty which translates into market share — as loyal customers are the best brand advocates, profitability and EPS growth i.e. the way most businesses would define success. Then what are you doing about it?

If you’re still in doubt, take the coffee business as an example. Who has been insanely successful in this business? Starbucks and Nespresso success stories — follow the links for more — can attest about it.

As Shaun Smith, author of Managing Customer Experience, details in his post, there are 10 best practices to create real business value:

  1. Successful deployment requires the active and continuing involvement of leadership
  2. Ensuring cross-functional ownership is vital
  3. Focusing on your most strategically important customers
  4. Finding out what these customers truly value
  5. Being clear about what you stand for
  6. Delivering the promise at every touch point
  7. Providing branded training to ensure that employees understand the brand story
  8. Designing CEM before installing CRM systems
  9. Measuring the customer experience
  10. Aligning KPIs with the customer experience

This is heavy duty, but social media — as you can see in the Starbucks video in the link above — is becoming instrumental in that regard.

I’ll leave you with the five barriers to measuring customer experience, from mycustomer.com:

“Customer experience isn’t just about giving customers a good time. It’s about understanding just how good a time (or not) you are giving – and making adjustments”

  1. We rely on magic numbers
  2. We don’t really listen
  3. Measuring word of mouth is hard
  4. We have too much functional data – too little insight
  5. We don’t look beyond the obvious and the superficial

How to measure your brand’s online influence?


Several tools are emerging to help you do this, and Inc. touched on this in an interesting post about it and even providing in their opinion the 11 best web analytics tools. They come back on how Web Analytics 2.0 is defined:

  1. The analysis of qualitative and quantitative data from your website and the competition
  2. To drive a continual improvement of the online experience of your customers and prospects
  3. Which translates into your desired outcomes (online and offline)

Inc. concludes like this:

“Measuring online influence can be useful—and has potential to reinforce your social-media strategy (hey, it just feels cool when you get a high score)—particularly for growing brands looking to utilize technology to make their jobs easier and more effective. However, it’s not for everyone.” — Dave Smith, Inc.

Another post on GigaOm from Georgina Laidla highlights the 5 Ways Brands Influence Social Media Strategy:

“It’s not just the way organizations engage through social media that matters: the portrayal of a business brand in this space is affected by a range of factors.”

And the factors she lists

  1. Network & Tools – the tools and network you use say something about your brand
  2. Types of engagement
  3. Who’s making the update?
  4. Degree of integration with other offerings
  5. People your brand follows, friends and fans

preaching for an evolving approach.

At the end of the day, there is in my opinion no option for all of us to engage into measuring our brand’s influence online. We better get starting ASAP and make our plans on how to do it. This is what I am doing already for the brand I work for which faces an interesting challenge to do it with one voice globally. Your feedback and experiences are more than welcome on this blog.

Unhappy Customers Can Be Won Back via Social Media


According to a report (pdf) sponsored by RightNow, Social Media is an effective way to bring back unhappy customers. Marketing Charts reports about it as well here. The research present a number of facts to support this: 

– 68% of consumers who posted a complaint or negative review on a social networking after a negative holiday shopping experience got a response from a retailer.
– 18% of those turned into loyal customers, 33% turned around and posted a positive review and 34% deleted their original negative review
On top of it 50% of consumers say great customer service/experience influences their decision to buy from a specific online retailer and after a positive shopping experience 31% purchased more from this retailer.
Finally, 28% of consumers looking for information or support with online shopping researched what other customers said on social networking and reviews websites.
In many cases, the 32% of US consumers who posted a negative review of a holiday shopping experience in 2010 and were ignored by the retailer simply had a bad impression reinforced. Six in 10 (61%) of these consumers said they would have been shocked had the retailer contacted them.
So YES social media has a growing influence on your customers loyalty and you should be paying attention to it. Actually we all know that a happy customer is the most effective sales influencer when turned into an advocate.

According to the same research, for consumers who had a positive exeprience this holiday season online, 21% recommended the retailer to friends and13% posted a positive online review about the retailer.

2010: Resurgence for Digital Media in the Wake of the Recession


I mentioned previously this interesting research from Comscore, and I wanted to highlight more general trends about digital media coming out of it.
Comscore outlines that the digital media industry responded with significant growth across various media platforms to the wake of the recession. As they say: 

“Industry innovations brought an unprecedented number of options to consumers as digital media continued to weave itself even tighter into the fabric of Americans’ daily lives.” — comScore

Key findings about consumer trends, highlighted in the report, include:
  • Following 2 years of depressed consumer discretionary spending, the economy showed signs of improvement, leading to positive growth for the e-commerce market. Total U.S. e-commerce spending reached $227.6 billion in 2010, up 9 percent versus the previous year. Travel e-commerce spending grew 6 percent to $85.2 billion, while retail (non-travel) e-commerce spending jumped 10 percent to $142.5 billion for the year.
  • Social networking continued to gain momentum throughout 2010, with 9 out of every 10 U.S. Internet users now visiting a social networking site in a month, and the average Internet user spending more than 4 hours on these sites each month. Nearly 1 out of every 8 minutes online is spent on Facebook.
  • The U.S. core search market grew 12 percent overall in 2010, driven by a 4-percent increase in unique searchers and an 8-percent increase in the number of search queries per searcher.
  • U.S. Internet users received a total of 4.9 trillion display ads in 2010 with display ad impressions growing 23 percent in December 2010 versus December 2009. Social networking sites, which now account for more than one-third of all display ad impressions, were a significant driver of growth in the display ad market in 2010.
  • In December 2010, the average American spent more than 14 hours watching online video, a 12-percent increase from the prior year, and streamed a record 201 videos, an 8-percent increase.
  • Major milestones in mobile were crossed during the year as smartphones reached 1 in 4 mobile subscribers and 3G penetration crossed the 50 percent threshold. Approximately 47 percent of mobile subscribers are now connected Internet media users (via browsers, applications or downloaded content), up 8 percentage points from the previous year.

In short, businesses should consider these aspects of Digital Media in their strategies to be successful in the coming years:

  1. e-commerce
  2. Social Media Presence
  3. Search
  4. Advertising 
  5. Video on line as convergence with traditional TV continues to blur
  6. Mobile media for both consumption and as an alternative e-commerce platform

Social Marketing: identify influencers for free


source Elliott Lemenager 

This is the question I get very often even from marketers already involved and active in Social Marketing: how to identify influencers? Yes, seems like 101 but actually not so easy to figure it out.

The notion of influencers came first to me with Regis McKenna back in the 80’s — wow already! Here is the quote:

« The infrastructure includes all individuals between a vendor and its customers that can influence the buying process. » — Regis McKenna

Pretty wide isn’t it? But for B2B marketers like me this is so true and so daunting. Today’s Marketing 2.0 reinforces and stresses our imperative to identify them and reach out to them through social media because we need them to be involved in the conversation, hopefully positively.

To start with today, I wanted to share with you this blog post: Social Marketing: Hybrid Approach to Identifying Targeted Influencers. Dive in as Elliott’s post has lots of tips and links to tools and present it in a very simple way. His Hybrid approach actually refers to a combination of manual operations and free services you can use if you’re on a budget contraint and cannot hire an agency to help you. Enjoy!

source Elliott Lemenager 

Social media marketing: build a lasting methodology


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Here is an interesting post about optimizing your social media marketing from David Kirkpatrick, Marketing Experiment.

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p.p1 {margin: 0.0px 0.0px 10.0px 0.0px; line-height: 17.0px; font: 12.0px Verdana; color: #555555} Justin Bridegan, Marketing Manager MECLABS Primary Research said, “One of the most difficult parts of social media marketing is creating a lasting methodology that works.  Time and resources continue to be two of the most difficult challenges social marketers face.”
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Justin’s key takeaways:
  1. Start small and test – “You don’t know what you don’t know”
  2. Having a solid social marketing methodology in place will allow you to focus on real obtainable goals.
  3. Determine the most effective offers for your campaigns including: Contests, incentives and promotions
  4. Weigh Quality vs. Quantity with your offers, and remember the need for balance in your engagement
  5. Successful campaigns don’t always equate to revenue, but can be one of many contributing components

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Related resources on Marketing Sherpa