Are you caught up with the most recent online marketing changes, updates and theories? Wishpond’s James Scherer, in this four-part series, will examine the most influential changes that have happened in the past six months, and how those changes affect you and your business on a daily basis.
In this final installment, Scherer will discuss four strategies for getting a solid return on investment from Facebook Ads. In Part 1, Scherer looked at the rise of social media optimization. Part 2 covered Content Shock — what it is and why it matters. Part 3 examined what Facebook’s Edgerank changes mean for marketers.
Facebook Ads often get a bad rap, but they’ve been steadily improving. The average click-thru rate for Facebook Ads has jumped 275% since 2012. ROI has increased 152% in the past 18 months.
There are countless ways you can dive a little deeper into Facebook Advertising to find an ROI that works for your business. (read more…)
By Andy Sernovitz on February 20th, 2014 | 49465Comment on this postAndy%27s+Answers%3A+Why+Sanofi+U.S.%27+social+strategy+focuses+on+life%2C+not+diabetes2014-02-20+12%3A27%3A01Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D49465
Retirement, college, marriage, and other important life changes are a big deal already. Add diabetes and you’ve got even more challenges most people don’t see coming. Laura Kolodjeski, director of patient insight for Sanofi U.S., says these surprises leave diabetes patients needing help in the moment. That’s where their project, The DX, comes to the rescue.
In her presentation at SocialMedia.org’s BlogWell conference in Boston, Laura explains how they’ve created a social hub for content related to lifestyle and diabetes. She talks about their listening strategies, how they work within strict social media regulations, and what makes The DX an authentic diabetes resource.
Here are some interesting findings from her presentation:
- What they don’t hear, they ask: For Sanofi U.S.’ social team, finding topics that matter to their patients means proactively listening to multiple sources. They watch for unmet search queries, work with influential diabetes bloggers, and talk to patient advocates to find their next story.
By Stephen Yusko on February 18th, 2014 | 493851 comment on this postQ-and-A%3A+The+destructive+social+media+habits+you+need+to+stop2014-02-18+12%3A32%3A20Stephen+Yuskohttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D49385
David Spark is the founder of the brand journalism firm Spark Media Solutions. Spark blogs regularly at Spark Minute and you can hear him on his weekly podcast, the Tear Down Show. He is also the author of “Hazardous to Your Social Media Health: 50 Previously Condoned Behaviors We No Longer Recommend,” an ebook that was published earlier this month.
In this Q-and-A, Spark discusses the inspiration for the book, the worst mistake being made right now and the implications of his advice on the social media world.
What made you want to write an ebook about obsolete social media advice?
Three years ago I wrote a white paper, “How to #Trend on Twitter,” where I recommended people repeatedly ask for retweets. This is now officially horrible advice. While we want to help our friends out, doing so repeatedly, like asking your friends to help you move, becomes a nuisance and is in no way a form of engagement. (read more…)
By Doug Pruden and Terry Vavra on February 17th, 2014 | 49372Comment on this postWant+more+recommendations+and+positive+word+of+mouth%3F2014-02-17+14%3A42%3A25Guest+Bloggerhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D49372
This guest blog post, by Doug Pruden and Terry Vavra, follows up on a previous SmartBlog on Social Media post: How to find and activate your best potential advocates.
Recommendations, raving reviews, word of mouth — call it what you will, positive comments about our brands not only make us feel good, but help to fortify our businesses. Positive word of mouth helps to produce higher awareness, increase brand consideration and even result in greater intention to purchase. As marketers, we love them all and we’d love to have more.
But there’s a dark side too. A large percentage of word of mouth is actually negative in nature, and those who generate it seem to cry out louder than those disseminating positive word of mouth. Studies have shown that unhappy customers achieve greater reach — but why is that? We’ve examined that issue with the goal of not only answering that question, but with the hope of a better understanding of word of mouth in general. (read more…)
By Andy Sernovitz on February 13th, 2014 | 492761 comment on this postAndy%27s+Answers%3A+How+Reebok+finds+the+right+social+media+influencers2014-02-13+12%3A34%3A14Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D49276
When you’re looking for your brand’s social media influencers, it’s easy to get caught up in the numbers. You might think more followers means more influence, but in reality, it’s about much more than that.
According to Ben Cobb, global content and community manager for Reebok, there are lots of ways to create an influencer program, but to find the right influencers, you have to focus on what and who you’re trying to influence. In his presentation at SocialMedia.org’s BlogWell conference, Ben shares some lessons learned from Reebok’s search for the right influencers for their Classic Leather brand.
Some key points from his presentation:
- Fame doesn’t equal influence: Reebok learned that even though one celebrity advocate had lots of followers and the right audience, he was only influential in music, not fashion. His social media followers were put off by mentions of Reebok’s shoes where they expected to hear about hip hop.