By Jonathan Farb on February 27th, 2014 | 497453 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…)
Caroline Bean is the director of social media at Visit Philadelphia, where she works to integrate a well-rounded social media strategy into every campaign and has helped to establish Philadelphia’s voice to consumers. She is part of a communications team that has won 55 industry awards, including a PR News NonProfit PR award for the With Love, Philadelphia XOXO social media campaign and two SMITTYs (Social Media in Travel + Tourism Award) from Travel + Leisure for Visit Philly’s Foodspotting and Twitter accounts.
This e-mail interview has been slightly edited.
What are your goals for Visit Philadelphia’s Instagram account?
Our primary goal for the VisitPhilly Instagram account is image building. We use photography to show Philadelphia to visitors who might not have been here in years, or at all. We want to enhance impressions of Philadelphia and increase their desire to visit. And it’s working — in a recent survey of our social media fans and followers, 71% said being a fan of our social accounts improved their impression of Philadelphia. (read more…)
By Ezra Chasser on February 24th, 2014 | 495943 comments on this postInsta-gap%3A+Why+Instagram+isn%27t+yet+ripe+for+businesses2014-02-24+11%3A49%3A26Guest+Bloggerhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D49594
While the world’s most popular photo-sharing app has made some great strides since then, adding Video for Instagram (a Vine competitor) and Instagram Direct (a Snapchat competitor), it has yet to significantly attract businesses, specifically small businesses. It’s true that many major corporations maintain Instagram accounts and some have even had limited success with unique campaigns, but before businesses flock to Instagram the way they have on Facebook and Twitter, a few adjustments must be made:
- Hyperlinks have to be live — Social media is not the end for businesses, it’s the beginning. A well-thought out social campaign should drive traffic to your website, increase the size of your house file, amplify your event registrations or any number of other goals that all involve pointing users toward the finish line.
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.