Tuesday, September 29, 2009
Sunday, September 20, 2009
VIDEO: What political campaigns can teach business about Social Media w/ Charlene Li
via bnet.com
I think this is a brilliantly produced piece featured on BNet, with examples from political campaigns' tapping into their groundswell to build loyalty and sell their message.
Just like social media, it's not a top down approach. Businesses have to let go and trust that their core audiences will spread the message, as they are the true foundation of any social media or political campaign!
Getting ready for OMMA Global in NYC tomorrow and Tuesday, just wanted to share this quick post - enjoy!
Wednesday, September 16, 2009
Media Dollars Shift to Digital in Downturn - Have You Seen the Move?
via emarketer.com
I saw it firsthand. Having sold radio ad time, I saw the desire for clients to shift their ad dollars to digital. And if your radio listening audience isn't listening on the web, then you're going to be dialing for dollars for quite some time.
found eMarketer's Chart above to be very revealing, which comes from Round2's 2009 survey.
Radio isn't the only one that's hurting, but other traditional media as well. Email, Search and Interactive being hit the least.
But, without a clear strategy in place, with realistic expectations, whether you do it on your own or hire a digital agency to guide you, then sinking your dollars in doesn't really matter. You've got to stick to it for the long haul, folks, and join the conversation, especially in social media.
Saturday, September 12, 2009
What's in Your Social Media Fridge? Can You Easily Find a Snack?
via salestores.com
Yesterday I presented a private social media/online marketing class. It is always awesome to learn what's most important to people - it's very unique for every individual.
Just like you don’t take out all the contents of your refrigerator when you want to get a quick snack, you have to know what you want to want, and what tools will work best for you. A lot is trial and error, I admit. I have found a lot of content in the area of social media, newsletters, RSS feeds, and bears OH MY.
But over time, I found what was most useful and relevant for me to share as news items on LinkedIn, in my blog, or on twitter.
So you make a list of what you want to buy right, right? What are you going to digest and eat in your social media house?
Then you go shopping. Load the fridge with your frequently grabbed snacks right to the front (my hootsuite for twitter, and netvibes and google alerts for my inputs…).
Then you open these packages on a daily basis to grab a tasty morsel.
So, my big tip for the day is to find out what content you want to share with your network, and a way to receive it on a daily basis. Do you prefer e-mail? Sign up for a newsletter. Do you prefer an RSS feed? Try Google Reader, Netvibes - whatever works for YOU. But find the content, and then start sharing and commenting.
If you want to have a voice online, you’ve got to have something to say. Now all you have to do is go find the content and make sure you keep those packages in the front of the fridge, so you don’t have to tear it up from top to bottom to find it. Now go find the people who want to hear it and be part of the conversation!
Thursday, September 10, 2009
Lessons Learned: Don’t Broadcast Your Major Social Media Updates at Week’s End
via mediapost.com
A new report just broke the news that the best time to broadcast your updates is at the beginning of the week. Click throughs on your Facebook status updates are highest on Tuesdays.
If you are on Twitter, like me, I have been tracking the metrics to see when the most interest is generated and I get the most click throughs at the week’s start. I have found this to definitely be true - not that the content is any different, it’s just that as people move towards the weekend, their minds are pulled in a different direction. And ever wonder why weekly meetings are set to Wednesdays for many? Because that’s the day most people are likely to be at work! (No calling in sick for a longer weekend, right?)
What surprised me was a big drop off in click throughs starting on Thursday. Content published on Thursday receives half the clicks of stories published the previous day.
So today is Thursday, right? Why am I posting this? I like to keep my blog current, and as I find social media news of interest. It’s no trouble at all for me to share the news I’ve found once you automate the process. It keeps a nice placemarker for the start of next week Enjoy!
Wednesday, September 9, 2009
5 Tips on Switching Dollars to Digital as Internet Radio Revs Up
via emarketer.com
Yippee. Your ad budget was increased to spend more on the web.
Or boohoo. Your marketing budget was cut and now you have to do more with less.
The shift to online marketing and advertising is being seen more and more. Having been in traditional radio, with the opportunity to sell online properties, I had a rare first-hand experience into seeing how advertisers are scrambling to get audiences to listen. I saw it everyday as advertisers would call up and want to buy a banner ad on a particular page on the radio station's website that they ALWAYS visit.
But is that really a good idea? Yeah, YOU listen to a particular program, or watch a show that is convenient for YOU or to your liking, It really gets my goat when an advertiser thinks they've got it all figured out before hand, and has already sold themselves on how they want to spend their bucks. (Or buck!) So, think these five tips first, and then see how you want to play your hand before jumping onto the digital media bandwagon - and use some online marketing savvy.
TIPS ON SWITCHING AD $ TO DIGITAL
1. Who is your audience?
Knowing that you are reaching the right audience is KEY. Without that, you might as well buy a 30 second spot, broadcasting straight to a wall, or taking out an ad on a tv station that is dark 24/7. Hey, is your particular demographic online anyway? Are they 65+? Or are they children?
2. How does your audience use the medium?
You've got to how the audience is using the medium. If it's radio that you want to try out, is your traditional radio audience listening online?
If so, HOW - do they listen in another window to your internet stream, while working in another? Do they listen to podcasts? Make sure that you are expending the right amount of effort so that you can get the most return.
3. Are you in it for the long haul?
Is this marketing campaign that you want to undertake able to be sustainable? If so, how long? There are is so much competition for eyeballs - more than ever. If you want to sink your dollars in, make sure you have a clear goal in mind, but also how long you plan to get to that goal.
4. Do you have the ability to do a variety of online marketing efforts?
Multi-platform is the way to go - reach a variety of eyeballs (and ears!), however you can. Especially online, sinking all your eggs into the social media basket, or e-mail marketing is not going to be most efficient in reaching your target audience optimally. Even now through my own online marketing communications, I make sure that I spread them across a variety of mediums, and make sure I top it off with a friendly OPT-IN e-mail to my list.
5. Content is KING.
Because of the viral nature of the online space, and how people can share things with others in their own sphere, you've got to make sure that the content you provide is something more than just a message. Is it a social media site you've set up? Why are people going to congregate there? Probably because it's something real "buzz"-y that they can't get anywhere else. And because they WANT to be there. And that's going to come from some amazing content efforts and thought on your part.
If you've got the beans to spend on digital content more power to ya! But, not all of us have that capability, and we have to rely on YouTube and CGC (Consumer Generated Content), which btw has the ability to be broadcast during Super Bowls!! So, what does that say about what people want?? It's great news for us, we just need to get those creative juices flowing.
Again, just like taking out a radio ad will NOT guarantee that your audience will hear you (especially since with radio, repetition is a MUST), taking out an ad just because it's online doesn't mean it will work either. It is shown that that is where advertisers are having the most success (see the graph above from eMarketer), but just like traditional advertising/marketing relied on knowing your audience, make sure you are prepared to make the shift to digital! There's alot more to it than meets the eyeball. (somehow, that just doesn't have the same ring to it as with competition...)
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