Digital Strategy Archive

How to Demonstrate Social Marketing Value – Lessons from Simply Measured Webinar


Social marketing is increasingly raising companies’ attention as an integrated marketing channel to the business. According to the CMO survey in 2014, Social media spending of marketing budgets is expected to increase 128% to 21.4% in the next five years.

Social-Marketing-Value

However, many social marketers are still struggling to demonstrate the value of social marketing. Although tons of new social marketing analytics tools are emerging, measuring ROI is still the number one challenge for marketers, according to the 2015 Social Media Marketing Trends Survey by Simply Measured and TrustRadius.

A webinar with Kevin Shively, Sr. Content Marketing Manager at Simply Measured, and Megan Headley, Research Director at TrustRadius, discussed the challenges social markers are facing and provided some insightful tips on what they can do about the challenges.

Here are our top learnings from the webinar on how to make the most out of social marketing and demonstrate its value:

Set Right Goals and Metrics

Why are you using social media? This should be the very first question you ask before setting up the social marketing strategy as it’s crucial for defining the value of any social programs.

A Comprehensive Guide to Twitter Marketing via Momentology

Twitter is a must-have for brands who want to build an engaging community, raise brand awareness, drive web traffic and generate leads. Most marketers are aware of it, but how many of them are utilizing Twitter properly?

Twitter-Marketing-Guide

A few weeks ago, Mel Carson, Founder of Delightful Communications, was asked by Momentology to provide some thoughts on how brands should effectively use Twitter for marketing.

Twitter-Marketing-Mel-Carson

Their comprehensive Twitter Marketing Guide covers every aspects of Twitter marketing including the characteristics of Twitter, how Twitter Advertising works, successful brand stories, and tips from industry experts, etc.

It is a perfect how-to guide to Twitter Marketing for newbies , but also provides interesting insights that will titillate experienced marketers as well:

  • Among all online adults in the United States, 19% use Twitter. Men tend to use Twitter more than women.
  • 90% of people consume content; 9% of people occasionally create content; 1% of people are power users and create the majority of content consumed by others on the network.
  • More than 78% of Twitter users access the site using a mobile device.
  • People who follow businesses online are influenced to take action on company information shared on Twitter more than on any other online channel.

For more insights and tips, see the full guide from Momentology.

And don’t forget to:

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Thanks for reading,

Bianca Hu – Digital Marketing Specialist

Delightful Communications News: April Recap

It’s been a great month with lots of awesome industry events both here in the US and in Europe.

Delightful Communications has been busy attending MarTech in San Francisco on behalf of client Majestic.com,  The European Search Awards in Berlin, and HeroConf in Portland  with the guys from Bing Ads sharing and learning about latest digital marketing trends.

The 2015 European Search Awards, hosted by our founder Mel Carson, announced their winners last Wednesday at a glittering gala event in the heart of Berlin. You can read more details on Search Engine Journal in a piece by Matt Southern who Mel was particularly thrilled to have met at last!

EU-Search-Awards-Mel-Carson

Mel Hosting The European Search Awards

April also saw us launch a series of blog posts entitled Personal Branding: 10 Steps to Your Perfect Strategy. Please sign up to The Delightful Times so you don’t miss any editions!

Here are the first two steps:

Step 1: Get a New Headshot – Your New Image Starts With an Image

Step 2: How Discoverable is Your Personal Brand

Also don’t miss out Mel’s new articles on Entrepreneur.com:

Report Highlights Digital Trends Entrepreneurs Need to Know About in 2015

5 Ways to Tell If You’re Doing Social Media Right

That’s it for this month, thanks for reading!

Bianca Hu – Delightful’s Digital Marketing Specialist

Bringing the #JanesOfDigital Event Alive Through Video

Earlier this month, we helped the Bing Ads team create a video of the awesome #JanesOfDigital event that took place at SMX West in San Jose.

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The evening mini-seminar slash networking opportunity is the second in an on-going series of get-togethers designed to celebrate women in search and digital marketing.

We partnered with our fabulous editor, Andrew Goddard, at Cherry UK to produce a promo which really captures the atmosphere and buzz surrounding this most excellent occasion.

A particular call out to Sarah Wulf who did an exceptional job as anchor and for asking some great questions, which as you can see, garnered some great answers from the evening’s esteemed panel!

So here is the video. Hope you enjoy…

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Why not Subscribe to our Newsletter  >> The Delightful Times as well?

 

Regards,

Mel

The 3 Pillars for a Great Content Marketing Program – Lessons from ClickZ Live Chicago

2014 has pretty much been “the year of content marketing” for many. According to a study from Marketing Profs, organizations have spent 28% of their marketing budget on average doing content marketing this year.

During his session “Focus B2B: Leveraging Kick Ass Content to Drive Profits” at ClickZ Live Chicago, Rob Begg, VP of Enterprise Strategy at Hootsuite, reminded marketers that when it comes to content marketing, the competition is not only against other marketers in your niche, but everything that draws your audience’s attention.

How can you come up with a plan that can cut through all the noises and enable your content to stand out?

Adhere to the following three fundamental pillars Rob suggested to help you out:

content-marketing-program

Audience: Know who they are and engage with them

Thinking about who you are talking with is crucial before you start talking. Taking one step further on this, Rob recommended brands to think more specifically when segmenting their target audience. Firstly, make sure what actions you want the audience to take. The communication strategies should be different when you are talking to a customer or an industry influencer. Before moving on to the next step, make a decision about if you want to generate leads, encourage social shares, build thought leadership, or something else.

Andy Beal on Online Reputation Management at Digital East

Andy Beal - Trackur

One of the other speakers at the Digital East event I gave a talk at a few weeks ago was Andy Beal, CEO and Founder of online reputation tracking tool, Trackur.com.

I’ve known Andy since his SEO days and when he founded Marketing Pilgrim, so in this interview we talk about how he got into the online reputation management space, how he thinks brands and CEOs should approach online reputation and personal branding, and where he believes PR teams should start when letting the executives in their company start using social media to promote themselves and the company brand.

He also give us some advice on what to do with Google Plus, now authorship has been dropped.

Thanks to Andy and the crew from Digital East for lettings us film at the event!

Enjoy!

We’ll be having many more Delightful Conversations like this, so subscribe to our Delightful Communications YouTube Channel and you won’t miss a single one!

Cheers,

Mel

How to Use Social Media Data to Get Closer to Your Audience – Tips from a Brandwatch Webinar

Using social media data for marketing is not “big news” anymore for most marketers. However, are you sure you are taking full advantage of the data you’ve collected?

Group of Business People Discussing About Data

During a webinar presented by Brandwatch a few weeks ago, we learned some insights about how social media data can let you know more about your audience and help you to optimize your marketing strategy.

Compared to traditional media, the biggest advantage of social media is that it enables marketers to have a conversation with their audience. They can listen to what their audience are talking about, and then send out a better brand message to them at the right time.

Understanding New Trends

Let’s start with the listening part. We all know that understanding market trends and recognizing the swing of momentum are essential for brands trying to develop new markets or create successful products. By collecting and analyzing social media data from your target audience, you will gain some insights about new trends in your industry.

Video Marketing Tips 101 – Discover the Secret and Make Videos Customers Love

A few weeks ago, we were in California for our client’s event: ClickZ Live in San Francisco.

One of the best presentations I attended was a video Marketing 101 tips talk given by Greg Jarboe, President & Co-founder of SEO-PR.

In his session, Unlocking the secrets to mobile video marketing: from YouTube to Instagram, to Vine, Greg shared several tips and tricks for getting the most out of video on these popular social media platforms.

So how do you create a piece of video that is likely to succeed?

Here are some “keywords” Greg suggested you remember as you produce your videos:

Exhilaration

Greg considers this as the most important key to a successful video. “It doesn’t matter if your video features a cat or a baby, the point is to leave your audience with a feeling of exhilaration.” A great example of this would be the video campaign series created by GoPro Cameras.

The campaign started with hiring extreme athletes to show what they can do with GoPro cameras. It went so well that people started to shoot their own videos in hope of becoming the GoPro’s next star. Now GoPro has more than 2 million subscriptions on YouTube, and about 6,000 videos are posted on YouTube with the word GoPro in their titles or descriptions every single day.

How To Find And Reach Out To A Social Influencer? – Simply Measured Webinar

Every marketer knows that “people are powerful distribution channels for your brand message”, said Jon Dick a couple of weeks ago during a wonderful webinar we watched here at Delightful.

However, the question this poses, he went on to say, is: How can you get people to talk about your brand?

The webinar organized by Klout and Simply Measured answered this question for us by introducing how to successfully manage an influencer program for your brand. Featuring Jon Dick from Klout, Uri Bar Joseph from Simply Measured and blogger and digital marketing influencer Jess Estrada, the webinar showed how to identify, engage, and measure the success of relationships with influencers.

Delightful Helps Bing Ads Bring ClickZ Live NY To Life Through Video

One thing I was most proud of during my time at Microsoft were the videos we created at Advertising Week and the Cannes Lions Festival of Creativity.

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For about four years I’d travel to these events with a plan to bring them alive for people (as my former boss Jenny Leahy used to put it) “outside the room.”

The videos were then used to promote our presence, be repurposed for other marketing activities and really expand the reach of Microsoft Advertising’s investment in those industry get-togethers.

Recently, the guys from Bing Ads asked me to create one for them. This time I did much of the filming and photography myself and we crowd sourced the rest of the content from other Microsoftees on the ground at the event.

The footage was then sent to my go-to video people >> Cherry Media << in the UK who we worked with in New York and Cannes.

And this was the resulting edit:

You do have to invest in good equipment and editing to create great video, but it doesn’t have to cost the earth. With experience you can start to pick up techniques and visualize how an end edit might look as your filming content at events.

Make sure you check back to the Delightful Blog in a couple of weeks when I’ll be giving some tips on what to look for when filming events for social media amplification.

Thanks for reading/watching!

Mel

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