By Michelle Killebrew on March 13th, 2014 | 50121Comment on this postSocial+business+is+more+than+businesses+using+social+media2014-03-13+11%3A16%3A04Guest+Bloggerhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D50121
SmartBrief on Social Media, the daily snapshot of social media news and insights, has relaunched as SmartBrief on Social Business. This new focus reflects the broad changes to business in the social media era, from marketing to customer service to revenue models. As part of the relaunch, we’ve asked industry leaders to give their thoughts on what it means to be a social business. Today’s post is from Michelle Killebrew, strategy program director for IBM Social Business.
In September, I wrote a commentary for ClickZ on what it means to be a social business and how it’s different than just being a business that uses social media to interact with customers and prospects. My thinking has evolved in this rapidly advancing area, but I still see social business as focused on “people-centric engagement,” including consumers, employees and citizens.
Social media continues to mature as both a channel and a market in its own right. (read more…)
Understanding what makes content go viral is far from an exact science, but Josh Jones-Dilworth, co-founder of DailyDot, and William Leake, CEO of Apogee Results, helped shed light on the process at a SXSW core conversation entitled, “Can You Spread The Virus?”
For those looking solely for strategy, Jones-Dilworth set them straight at the onset: If you can manage to dissuade yourself of the idea that it’s the strategy that drives viral content, you’ll be in a better place. “We put 90% of our time and energy into the content,” he said.
“A lot of the content on the Web is empty calories these days,” Jones-Dilworth explained. Slowly but surely, things like great writing and great charisma are coming back in fashion. Don’t sacrifice the quality of your work; lowering your standards will not elevate your numbers. If someone asks you to make a viral video, don’t agree. Instead, tell them you’ll make a video that’s good quality. (read more…)
By Stephen J. Easley on March 11th, 2014 | 50042Comment on this postLive+at+%23SXSWi%3A+Coping+with+a+social+media+disaster2014-03-11+11%3A05%3A53Guest+Bloggerhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D50042
A packed house at SXSW Interactive 2014 came for tips on how to survive a #smfiasco – coping with the dreaded social media meltdown, with experts Neal Mann,multimedia innovations director at The Wall Street Journal, Wendy Harman, director of management & situational awareness at the American Red Cross, and Chapin Clark, managing director at R/GA, all moderated by Kristen Joy Watts, associate creative director at R/GA. This informative panel gave participants a lot to think about, but four themes seemed to predominate:
1) Social media meltdowns will happen – react well when they do
All panelists agreed that it’s not a question of if; rather, it is when a social media meltdown will occur for your company, so don’t make it worse. Since brands are now in publishing, as Mann observed, some with greater followings than traditional media, you must be listening closely to social media and cannot be tone-deaf. Chapin urged the audience to react quickly when a fiasco occurs, with a straightforward, truthful and simple response. All panelist urged a fast response, as meltdowns seem to multiply faster on social than just about any other occurrence besides real tragedy. (read more…)
By Michael Brenner on March 10th, 2014 | 500131 comment on this postHow+marketers+can+lead+the+social+business+transformation2014-03-10+19%3A59%3A37Guest+Bloggerhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D50013
SmartBrief on Social Media, the daily snapshot of social media news and insights, relaunched today as SmartBrief on Social Business. This new focus reflects the broad changes to business in the social media era, from marketing to customer service to revenue models. As part of the relaunch, we’ve asked industry leaders to give their thoughts on what it means to be a social business. Today’s post is from Michael Brenner, vice president of Global Marketing for SAP.
A social business is not a business that sends a lot of tweets or has a ton of Facebook likes. It is one that realizes that it operates in a more transparent and social world.
A social business places equal value on the needs of its customers, employees, partners and shareholders.
This is not all that different from the concept behind one of the first posts I wrote about four years ago. In that post, I talked about a book called “The Service Profit Chain” that inspired a lot of my early professional thoughts on marketing strategy. (read more…)
By Jonathan Farb on February 27th, 2014 | 497455 comments on this post7+digital-marketing+predictions+for+the+rest+of+20142014-02-27+12%3A24%3A23Guest+Bloggerhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D49745
We’re two months into 2014, and there’s been no shortage of excitement: Facebook made a $19 billion acquisition, journalists at Sochi flocked to Twitter to tell tales of hotel room horrors, and PediaPress is on an ambitious mission to print all 4.3 million Wikipedia articles. While we don’t have a crystal ball, we think the next 10 months are going to bring even more changes to the digital marketing landscape — here are a few items at the top of our list:
1. A move away from fan metrics
We’ve said it before and we’ll say it again: how many likes you have on Facebook is not a proxy for how many real-life fans you have. Fan count is often indicative of media spend (especially when a page has many fans but low engagement). In 2014, we believe that brands are going to focus more on creating metrics around engagement rather than purely social fan acquisition. (read more…)