Marketing has grown leaps and bounds with the onset of search engine marketing (SEM) and social media marketing (SMM). Gone are the times of relying solely on traditional marketing methods. For those outside of the marketing realm, Kent Lewis, of Anvil Media, Inc., describes traditional marketing as “corporate and agency-driven messaging, broadcast in a one-to-many fashion, over long-lead, expensive and difficult-to-measure media.”
For comparison purposes, he states, “online/interactive marketing may utilize a collaborative message development platform with two-way conversations, and provides a real-time, cost-effective and measurable media format.”
The question now is how does one incorporate SEM and SMM into the traditional marketing mix? The five areas looked into include search engine optimization (SEO), pay-per-click (PPC), social media marketing (SMM), online reputation management (ORM) and measurement/analytics. For further enlightenment, read the full article here.
Now that you're all squared away with the concept of social media and its advantages, my guess is you're wondering how to take those elements and create a successful social media marketing campaign. Never fear! Lewis has gathered some pointers for interested parties. In his article he mentions how 3 steps, 1) Monitor & Measure, 2) Create & Communicate and 3) Engage & Empower, can ensure your social media marketing efforts stay focused and relevant.
Friday, May 15, 2009
Thursday, May 14, 2009
Making the Most of Social Media
With so much going on in the realm of social media, it's becoming increasingly more difficult to manage the myriad of profiles. But, are you really getting the most out of them? Or do you even realize the value you can obtain from them? Kent Lewis, our resident optimization expert, has given numerous presentations surrounding the topic of social media and says he’s “been surprised at the number of blank stares from crowds…” as he promotes the value of LinkedIn and Twitter.
Why focus solely on these two tools? “The reason is that I believe they are and will continue to be the most powerful of the social media platforms for marketing and reputation management for individuals, executives and companies alike. Both can be set up for free within minutes, and have the opportunity to significantly increase your visibility and credibility, even if you're a social media dimwit,” Lewis explains.
While many business professionals have LinkedIn profiles, they’ve barely touched the tip of the ice burg when it comes to personal branding and optimizing their accounts, and most have never heard of Twitter, let alone have an account. Interested in learning more about how to bolster your online presence? Click here to access Kent's in depth article.
Why focus solely on these two tools? “The reason is that I believe they are and will continue to be the most powerful of the social media platforms for marketing and reputation management for individuals, executives and companies alike. Both can be set up for free within minutes, and have the opportunity to significantly increase your visibility and credibility, even if you're a social media dimwit,” Lewis explains.
While many business professionals have LinkedIn profiles, they’ve barely touched the tip of the ice burg when it comes to personal branding and optimizing their accounts, and most have never heard of Twitter, let alone have an account. Interested in learning more about how to bolster your online presence? Click here to access Kent's in depth article.
Tuesday, May 12, 2009
Forward '09 Speaker Preview: Mike Sommers with KickApps
Mike Sommers is the Senior Vice President of Product Management with KickApps, a leading social media platform company. KickApps offers a "Social Graph Operating System" and a suite of social networking and user generated content applications that plug into it. Get a taste of what Mike has to say and register for the conference to meet him in person.
What does "brandologie" mean to you? "Change we can believe in" or "Yes we can"?
“Yes we can,” for sure! Doesn’t that make you feel like you are in control of your own destiny? That you are personally involved in the challenges and the successes that lie ahead? As a brand, aligning your interests with the interests of your customers is key!
What does KickApps mean by a "Social Graph EngineTM"?
The "Social Graph" is generally defined as a representation of a person's online identity, activity and relationship to other people, media and ideas.
Different social graphs are designed to create and collect different types of data. Facebook, MySpace and Google social graphs are fed with data collected from those general purpose social networking portals. By contrast, KickApps Social Graphs are designed to collect contextual data that is specific to each of our customers’ audience, content and activities.
By deploying KickApps, you will create a social graph of your site's audience. This data is associated with your users’ registration, public and private profiles, commenting around editorial and user-generated content, media tags, friend and group relationships and all other site activities. The net result is a deeper understanding of your audience, enabling you to deliver more intelligent content, ads, and other things, based on the nature of your business and your relationship with visitors to your web site.
How do you get people to participate in a social networking application for a company like Kraft?
How you get people to participate in any social network is totally dependent on objectives of the brand. Are you trying to generate page views? Are you trying to learn about (or influence) your customers’ buying habits? Are you trying to provide tech support in an open forum? Are you trying to sell them a new product? Are you trying to get them to vote for you? Each of these objectives requires a slightly different approach in terms of getting people to engage with your brand online. Also you have to consider the online behaviors and habits of your customers. Are they tech savvy? Are they on Facebook and Twitter? Once you’ve answered these questions you are most of the way to figuring out how to reach these people and get them to do things for you using the social media tools that are at their disposal today.
Both the Obama and McCain campaigns had social networking applications. How do you think this will impact future political campaigns?
KickApps actually powered John McCain’s social network at www.mccainspace.com during the 2008 campaign, so I have quite a bit of insight into just how powerful social media can be in terms of connecting with and energizing a constituency during a presidential campaign. That said, I don’t think social media is going to change anything fundamentally in our political structure. Really, what social media brings to the table is a few more tools that politicians can use to connect with their constituents, and vice versa. If it’s true that a politician’s main purpose in life is to serve the needs of their constituents, I can’t think of a better time to be a politician than right now… it’s so easy be connected to (and informed by!) the people that support you.
To learn more about Mike Sommers:
http://www.mikesommers.com/
http://www.linkedin.com/in/mikesommers
http://odeo.com/episodes/23736905-Mike-Sommers-KickApps-com-SVP-Prod-Dev-All-About-Web-2-0-Development
http://www.crunchbase.com/person/mike-sommers
What does "brandologie" mean to you? "Change we can believe in" or "Yes we can"?
“Yes we can,” for sure! Doesn’t that make you feel like you are in control of your own destiny? That you are personally involved in the challenges and the successes that lie ahead? As a brand, aligning your interests with the interests of your customers is key!
What does KickApps mean by a "Social Graph EngineTM"?
The "Social Graph" is generally defined as a representation of a person's online identity, activity and relationship to other people, media and ideas.
Different social graphs are designed to create and collect different types of data. Facebook, MySpace and Google social graphs are fed with data collected from those general purpose social networking portals. By contrast, KickApps Social Graphs are designed to collect contextual data that is specific to each of our customers’ audience, content and activities.
By deploying KickApps, you will create a social graph of your site's audience. This data is associated with your users’ registration, public and private profiles, commenting around editorial and user-generated content, media tags, friend and group relationships and all other site activities. The net result is a deeper understanding of your audience, enabling you to deliver more intelligent content, ads, and other things, based on the nature of your business and your relationship with visitors to your web site.
How do you get people to participate in a social networking application for a company like Kraft?
How you get people to participate in any social network is totally dependent on objectives of the brand. Are you trying to generate page views? Are you trying to learn about (or influence) your customers’ buying habits? Are you trying to provide tech support in an open forum? Are you trying to sell them a new product? Are you trying to get them to vote for you? Each of these objectives requires a slightly different approach in terms of getting people to engage with your brand online. Also you have to consider the online behaviors and habits of your customers. Are they tech savvy? Are they on Facebook and Twitter? Once you’ve answered these questions you are most of the way to figuring out how to reach these people and get them to do things for you using the social media tools that are at their disposal today.
Both the Obama and McCain campaigns had social networking applications. How do you think this will impact future political campaigns?
KickApps actually powered John McCain’s social network at www.mccainspace.com during the 2008 campaign, so I have quite a bit of insight into just how powerful social media can be in terms of connecting with and energizing a constituency during a presidential campaign. That said, I don’t think social media is going to change anything fundamentally in our political structure. Really, what social media brings to the table is a few more tools that politicians can use to connect with their constituents, and vice versa. If it’s true that a politician’s main purpose in life is to serve the needs of their constituents, I can’t think of a better time to be a politician than right now… it’s so easy be connected to (and informed by!) the people that support you.
To learn more about Mike Sommers:
http://www.mikesommers.com/
http://www.linkedin.com/in/mikesommers
http://odeo.com/episodes/23736905-Mike-Sommers-KickApps-com-SVP-Prod-Dev-All-About-Web-2-0-Development
http://www.crunchbase.com/person/mike-sommers
Content Perspectives with Evanta's Director of Content Development
Portland's AMA Advisory Board member, Meredyth Jensen, Director of Content Development with Evanta sat down with the Forward '09 Brandologie Conference communications team to chat about her pespectives regarding branding.
What does "brandologie" mean to you?
"Brandologie" means knowing your customer in the broader context of their life. Knowing what drives their values, passions and goals. Understanding what triggers and directs their purchasing decisions.
How does branding in the public sector differ from the private sector?
Whether you work in the public or private sector there may be different strategies and tactics to brand-building but at the end of the day, it's still the same thing: a brand is a promise.
Which would you rather have: US dollars or Disney dollars?
Neither. I'd rather have Euros.
What's your favorite "West Wing" episode?
Episode 1. Aaron Sorkin's ground-breaking pilot script sets the tone for what may arguably be the most compelling TV series ever written.
What's it like to do marketing in Transylvania?
Marketing in post-Communist Romania was a huge education. For starters, the Transylvanian Alps (Carpathian Mountains) are grossly underrated.
You like cupcakes. Who makes a better red velvet cupcake: Saint Cupcake or Cupcake Jones?
Sadly, the cupcakes in Portland can't compare to the delicious red velvets I used to get at Buttercup Bake Shop when I lived in NYC.
To Learn More about Meredyth Jensen:
http://www.linkedin.com/pub/6/a16/b14
http://www.facebook.com/people/Meredyth-Jensen/743124403
http://www.utexas.edu/news/2000/11/13/nr_competition/
What does "brandologie" mean to you?
"Brandologie" means knowing your customer in the broader context of their life. Knowing what drives their values, passions and goals. Understanding what triggers and directs their purchasing decisions.
How does branding in the public sector differ from the private sector?
Whether you work in the public or private sector there may be different strategies and tactics to brand-building but at the end of the day, it's still the same thing: a brand is a promise.
Which would you rather have: US dollars or Disney dollars?
Neither. I'd rather have Euros.
What's your favorite "West Wing" episode?
Episode 1. Aaron Sorkin's ground-breaking pilot script sets the tone for what may arguably be the most compelling TV series ever written.
What's it like to do marketing in Transylvania?
Marketing in post-Communist Romania was a huge education. For starters, the Transylvanian Alps (Carpathian Mountains) are grossly underrated.
You like cupcakes. Who makes a better red velvet cupcake: Saint Cupcake or Cupcake Jones?
Sadly, the cupcakes in Portland can't compare to the delicious red velvets I used to get at Buttercup Bake Shop when I lived in NYC.
To Learn More about Meredyth Jensen:
http://www.linkedin.com/pub/6/a16/b14
http://www.facebook.com/people/Meredyth-Jensen/743124403
http://www.utexas.edu/news/2000/11/13/nr_competition/
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