Content Marketing Strategies for Social Media: Trends vs. Hype


Great Article by Michele Linn

These days, it’s tough to talk about content marketing without talking about social media. As the Content Marketing Institute/MarketingProfs 2013 B2B Content Marketing Benchmarks, Budgets and Trends research shows, marketers are relying heavily on social media to distribute their content, and there are increases year-over-year. However, is this a good thing? And are marketers doing this correctly?

Content Marketing Strategies for Social Media - Usage Chart

Continuing the B2B research roundtable conversation from Content Marketing World, CMI consultants Carla Johnson, Michael Weiss, Ardath Albee, and Jay Baer talk about the biggest challenges with social media and content marketing strategies. Thanks to Steve Rotter, VP of Digital Marketing at Brightcove, for moderating the conversation.

As the consultants mentioned, there are two big challenges with social media and content marketing strategies.

1. Marketers are using channels because they can, not because they make sense

I’m finding that the majority of clients are focusing on where; that’s all they care about. They want to know where they need to be; and I say, ‘STOP! We don’t know where you should be. Let’s figure out who, and what. Who do we want to talk to, and what do we want to say? Once we figure that out, then we know where they are.’ So maybe it will work, B2B for Facebook, or maybe it won’t; I think the increase of Facebook is just because it’s easy.” – Michael Weiss

So how do you know which channels make sense for you? The conversation reveals a few ideas:

2. Not all channels require the same kind of content

I look at how many B2B clients that I see who automatically drive their Twitter posts to Facebook, and it’s harsh when you see it in the wrong format.” – Carla Johnson

You want your content in the right format for the social network you are using. CMI’s eBook 58 Social Media Tips for Content Marketing provides suggestions and examples for all of the social channels included in our content marketing research. Check it out!

http://www.steverockman.com

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Top Web & Mobile Sites – 2012


Which web and mobile properties found the largest audiences in 2012? According to Nielsen, Americans on the web were most inclined to search, socialize, shop, browse or, of course, look things up on Wikipedia.

The two US sites that averaged the greatest number of monthly unique visitors were web giants Google and Facebook: the former averaged over 172 million monthly unique visitors, the latter close to 153 million. Large online media sites Yahoo! (#3) and AOL (#7), shopping juggernaut Amazon (#8) and search offerings from Microsoft (#6) and Ask.com (#10), all found their way into the top ten as well.

In addition to being the No. 4 US website overall, Google’s YouTube was unquestionably the top destination for online video, averaging over 132 million monthly unique viewers and a staggering 15 billion video streams per month. Nielsen also found that internet portals remained bigger-time video destinations than Facebook—both Yahoo! and AOL attracted more average monthly viewers and more streams per month. TV- and movie-streaming site Hulu had a relatively small audience by these standards—attracting less than one-eighth as many monthly visitors as YouTube. That audience, however, is notably passionate, streaming an average of 833 million videos a month, the second most of any site on the internet.

Nielsen found that the largest number of users on both iOS and Android phones flocked to practical apps. On Android, the Google Search app had the greatest number of average monthly unique users, followed by apps for Gmail, Facebook, Google Maps and YouTube.

On the iPhone, map apps were the most widely used, followed by Facebook, YouTube, stocks and weather. This means that, according to the data, more iPhone users were interested in checking their portfolios than finding out whether or not it was going to rain.

The Nielsen analysis also showed that consumers were responding to Facebook’s aggressive push into mobile this year. The iPhone apps on the list that saw the biggest year-over-year growth were Facebook Messenger (+554%) and Instagram (+197%), also owned by Facebook. On Android, however, the fastest-growing app of the year was Facebook rival Twitter.

Big data grows but gets more manageable



Social media has given companies access to unprecedented volumes of information about their clients and buying trends on an aggregate level. The challenge, which confronts everyone from data giants like Facebook to small businesses active on social media, is how to process all of this and turn it into actionable policy. Case in point: 93 percent of North American executives surveyed by Oracle believe they’re losing revenue by not leveraging available data.

“We need to build robust systems for analyzing the huge amounts of data flowing in from social media and how they then link to all the other touch points consumers have with the brand,” explains digital analyst Marita Scarfi.

The coming year will see the emergence of new software and tools to do just that. Using new-wave social media command centers capable of tracking multiple social stats in real-time, from tweets and Likes to customer sentiment, companies will be able to radically improve customer service and predict future buying patterns, not to mention streamline internal communication and increase productivity. This kind of social data is already being harnessed by Nestle to boost customer sentiment, GE to speed up repairs to the electrical grid, and Wall Street to forecast stock prices.

Fast Company

http://www.steverockman.com/Steve_Rockman_Articles.html

Content Marketing Strategies for Social Media: Trends vs. Hype


Great Article by Michele Linn published January 18, 2013

These days, it’s tough to talk about content marketing without talking about social media. As the Content Marketing Institute/MarketingProfs 2013 B2B Content Marketing Benchmarks, Budgets and Trends research shows, marketers are relying heavily on social media to distribute their content, and there are increases year-over-year. However, is this a good thing? And are marketers doing this correctly?

Content Marketing Strategies for Social Media - Usage Chart

Continuing the B2B research roundtable conversation from Content Marketing WorldCMI consultants Carla JohnsonMichael WeissArdath Albee, and Jay Baer talk about the biggest challenges with social media and content marketing strategies. Thanks to Steve Rotter, VP of Digital Marketing at Brightcove, for moderating the conversation.

As the consultants mentioned, there are two big challenges with social media and content marketing strategies.

1. Marketers are using channels because they can, not because they make sense

I’m finding that the majority of clients are focusing on where; that’s all they care about. They want to know where they need to be; and I say, ‘STOP! We don’t know where you should be. Let’s figure out who, and what. Who do we want to talk to, and what do we want to say? Once we figure that out, then we know where they are.’ So maybe it will work, B2B for Facebook, or maybe it won’t; I think the increase of Facebook is just because it’s easy.” – Michael Weiss

So how do you know which channels make sense for you? The conversation reveals a few ideas:

2. Not all channels require the same kind of content

I look at how many B2B clients that I see who automatically drive their Twitter posts to Facebook, and it’s harsh when you see it in the wrong format.” – Carla Johnson

You want your content in the right format for the social network you are using. CMI’s eBook 58 Social Media Tips for Content Marketing provides suggestions and examples for all of the social channels included in our content marketing research. Check it out!

http://www.steverockman.com/Steve_Rockman_Articles.html

Actionable Analytics – The Future Of Your Marketing


1993 saw the world flock to something called the Internet. It was exciting as we could take our company’s brochure and put it somewhere for the world to see. Since then we have become much more sophisticated. We transact business. We research. We click and click and click some more. Over the past 20 years we have answered questions both directly and indirectly as to our likes, dislikes, interests, buying habits and so much more. We know people’s behaviors, geo-locations and psychographic make-up. The question is what do we do with all that data.

Enter Actionable Analytics. Actionable Analytics are not new. Actionable Analytics encompasses a variety of techniques from statistics, modeling, machine learning, and data mining and analyze current historical facts to make predictions about future events. Actuarial sciences, financial services, insurance, telecommunications, retail, travel, health, and other fields have been using Actionable Analytics for years. It is only recently that marketing has found value in being able to model and predict future events in marketing consumer behavior. According to Angela Hausman, PhD (@HUBusiness), “Actionable Analytics use data regarding past behaviors to predict how individuals will behave in the future.”

How businesses use Actionable Analytics

Within the online world we have numerous sources to predict from. We can look at:

  • Web Analytics
  • Social Media Analytics
  • Mobile Analytics
  • Business Analytics

Web Analytics Include:

  • Actionable Insights based on Visitor Information
  • Customer Behavior Analysis. Increasing Stickiness / Profit per Visitor.
  • Spend Analysis & Optimization. Measuring ROI using traffic, visitor and business information
  • Optimizing Marketing Campaigns, Search Engine Marketing & Online Marketing Campaigns.

Social Media Analytics

  • Discover Latest Trends, Buzz, News, Events & Updates about your Industry / Company on Internet.
  • Metrics to measure performance of your Social Media Campaigns.
  • Analyze Profitability & Difficulty of promoting your business on Facebook, Twitter (Social Media Sites)
  • Network Analysis (Critical Mass Analysis) for Viral Marketing.
  • Analytics for Widgets, Apps & more – Visitors, Engagement & Profitability

Mobile Analytics

  • Analytics for Mobile Ads & Campaigns
  • Analytics for Mobile Applications
  • Analytics for Mobile Website

Business Analytics

  • Customer Segmentation & Targeting
  • Customer Retention & Churn
  • Discovering Cross Sell, Up Sell, Deep Sell Opportunities.
  • Personalization of Marketing Campaigns.

Marketing in general, and social media marketing in particular, is not heavily influenced by Actionable Analytics…yet. Although, that’s changing as supercomputers allow organizations to use massive data captured during transactions to build Actionable models of what consumers buy and factors that impact their purchases.

Still, relatively few companies use Actionable Analytics to drive marketing strategy. Often, I’m stunned by how few clients demand any true analytics, most don’t understand the value of the data they are receiving and even less are using that data for any actionable uses. The days of looking at traffic to a site or number of “Likes” or Re-Tweets on a social site will come to an end, as they are somewhat meaningless. Using data to predict engagement, which will lead to a prediction of sales or a CRM data point will be most important.

Today, Actionable Analytics uses data and build models to predict how groups of people will behave, in general, or classify individuals into groups but marketing professionals will soon build actionable models to:

  1. Identify Which Topics to Blog About
  2. Refine Your SEO Strategy
  3. Decide Which Social Media Sites to Spend Your Time On
  4. Determine Email Frequency
  5. Decide Which Content to Use in Lead Nurturing Campaigns
  6. Segment Your Email Communications
  7. Improve Your Calls-to-Action and Landing Pages
  8. Score & Prioritize Your Leads for Sales
  9. Focus on the Marketing Channels That Actually Work

For marketing departments and agencies, the days of hiring data scientists are upon us. Finding people who can write complex algorithms (models) that use all the data that they are currently collecting, to help businesses generate leads or sales or names into a CRM system will become invaluable.

Collecting, understanding and “USING” all the data available to an organization will not only be an interesting report to review, it will be a necessity for any businesses survival.

by Steve Rockman @rock7625