By Steve Goldner | @SocialSteve | Sr. Director, Social Marketing
Editor’s note: The following post was originally published in AllTwitter.
It’s easy to forget that Twitter isn’t a one-size-fits-all communications channel. What works for one brand isn’t necessarily the right strategy for another. That observation may seem obvious but tends to get lost amidst the various case studies of success that frequently capture marketers’ attention.
Every brand is distinctive. Its digital and social media marketing strategy needs to be customized in a way that matches its unique marketing needs and customer peculiarities.
I bring this up after reading a post in All Twitter last week by Percolate Brand Strategist Kunur Patel in which she advocates that brands tweet more often in order to acquire “millions of followers.” She uses @WholeFoods and its three-million-plus Twitter followers and multiple humorous and interesting tweets each day as a brand exemplifying that strategy.
Any brand can acquire thousands, if not millions of followers. But unless that effort fits within the ethos of the brand it has little value to its overall marketing strategy.
Tweeting all day for a brand like Whole Foods makes sense but it is not a holistic social media marketing strategy. Most brands do not benefit from tweeting that often. (more…)
MediaWhiz’s leaders are continually sought after as resources for opinions, advice and expertise, based on our deep understanding of industry trends, the needs of our customers and the broader marketplace in which we operate.
For the week of Sept. 3-7, 2012, MediaWhiz experts were quoted or featured on a variety of digital media news and trends, including growth in the lead-gen marketplace, Facebook’s advertising pitch to brand marketers, the new rules of brand advocacy and Twitter’s new ad targeting options for brands.
Revenue Performance | Sept. 5, 2012 | Op-Ed by Peter Klein, SVP of Media
The lead generation industry has matured and is now reaching an inflection point. While some companies will fall by the wayside, it represents a positive change and will create many new opportunities.
The good news is that “Online Darwinism,” for lack of a better term, has effectively eliminated many companies that refused to adhere to the basic values that once made them successful.
The great news is that new service and marketing channels continue to arise to support the marketplace.
And the best news? The future offers endless possibilities for those companies that operate in an ethical manner and add value for their partners. Read more … (more…)
Welcome to The Friday Five, curated reads about marketing, advertising and digital media from the team at @MediaWhizLLC.
Bing Offers Own Version of ‘Pepsi Challenge’ Against Google: ‘Bing It On’ | Search Engine Land
Bing is breaking out its own version of the infamous “soda wars” between Coca-Cola at Pepsi in the 1980s. This week, it launched an ad campaign called “Bing It On” in which it asks people on the street to compare search results between its Bing search engine and Google. According to Search Engine Land, Microsoft claim’s that “people prefer Bing by 2:1 over Google.” Unfortunately for Microsoft, the stats on consumer use of Bing don’t reflect that comparison. More than 65 percent of Americans use Google as their regular search engine, according to SmartInsights.com, while Bing comes in third, behind Yahoo! Search, at just under 14 percent.
The Social Media Hype Cycle: Can It Bring Us to Our Socially Happy Place? | MediaWhiz Blog
“Facebook has failed” screamed the headlines all summer long, as Facebook’s stock continued to tumble amid mounting analyst, investor and advertiser concerns over the efficacy of Facebook’s ad platform. For Facebook, the concern present a troubling reality: it must evolve or die. The trick to keeping Facebook relevant to users and brands, according to Ryan Partnership’s Michael Velasco, will be to not only enhance the feeling that users have of the social network being indispensable to their daily lives, to extend that feeling to new areas and features that users find appealing.
[RELATED: Join MediaWhiz on Sept. 28 for a Social Media Week Chicago panel exploring the “Social Media Hype Cycle.” Register here.] (more…)
By Keith Trivitt | @KeithTrivitt | Director, Marketing and Communications
For years, public relations professionals have known of the power of brand advocacy. But in the digital age brand advocacy is evolving into the realm and responsibility of nearly every type of digital marketer. Whether you’re working on a search marketing campaign or overseeing a client’s display strategy, every marketer needs to understand and believe in brand advocacy.
Thus, a recent eMarketer report, titled, “Brand Advocates: Scaling Social Media Word-of-Mouth,” was a timely addition to marketers’ library. The report highlights the stunning growth of brand advocacy over the last five years while providing helpful tips companies can use to cultivate brand advocates and how to avoid common pitfalls of annoying those who most appreciate your brand.
Not surprisingly, the report’s executive summary sums up what most marketers already know: “Brand advocacy is becoming a critical part of the social media marketing mix.”
But there’s more than the obvious that underlies successful brand advocacy campaigns. Consumers aren’t just “liking” a brand and commenting about it on social networks for the fun of it. As eMarketer reports, they are doing so because many desire to see their favorite brands succeed. And that can have powerful positive effects on companies — if they respect and utilize their brand advocates properly.
One interesting point I took from the report was that while brand advocates are interested in companies’ content, more important is their loyalty to a brand. A CMO Council study found that brand loyalty (48%) was far more important to brand advocates than whether a company had great content on its social networks (30%). This suggests that great content is helpful but being a great brand that your customers can feel proud to be associated with is more important.
So what makes for a successful brand advocacy program? And who are these “brand advocates” anyway? Let’s take a look:
eMarketer defines brand advocates as consumers who “use social media to not only interact with brand pages, but also to actively promote the brands, products and services they love.” They provide valuable insight to marketers about what is, and is not, working with a brand’s products and services and how the brand is being perceived outside of its four corporate walls. (more…)