Going back to Social Media Marketing Basics

, Head of New Media, Telstra

For the last couple of years I’ve had the good fortune to be the guest social media lecture for the ADMA Digital Marketing Course.

The presentation keeps away from the ‘big numbers’ and focuses on the essence/dynamics of social media. One slide highlights The Cluetrain Manifesto.

Markets are conversations
For those of you not familiar with The Cluetrain Manifesto, it was originally developed as a website. The Cluetrain Manifesto is believed to be one of the first websites published as a book. The Cluetrain Manifesto focuses on how the internet can transform traditional business practices.

During the lecture I refer to the first three manifestos. They are: Continue reading

What are your Customers Telling You?

David Olsen, Head of Social Media and Online, Appliances Online

“Consumers now have a voice, a very powerful voice that they didn’t have before” says David Olsen, Head of Social Media at Appliances Online, the multi-million dollar online retailer that started in 2004.

The retail industry has been hit hard by the global financial crisis and, by the change in customers’ behaviours and needs. It has become a necessity for retailers to make sure they understand what their clients are looking for and deliver a prompt service.

Online retailers such as Appliances Online have come to the conclusion that what keeps businesses ahead of the competition is “the ability to deliver a better customer experience. If you aren’t continually refining your service by listening to your customers, you will stagnate while your competitors do” Olsen affirms. Continue reading

New Social Media Statistics for Marketers

By Catherine Fee, ADMA – Discussing Cara Pring’s article from The Social Skinny

Cara PringI recently read an article by Social Media Guru Cara Pring on 99 New Social Media Stats for 2012. There were some interesting points that I’m sure most marketers would profoundly agree with, and then some that I feel might be a little too good to be true for 2012. Cara first discusses general social networking stats, the most interesting being that “social networking is the most popular online activity, with 22% of time online spent on channels like Facebook, Twitter and Pinterest.” Marketers have really focused on this 22% with “90% of them using social media channels for business, and 93% of these rating social tools as ‘important'”.

This might not be surprising to a lot of marketers, however what is more surprising is that we still haven’t figured out a solid marketing strategy on social sites as more and more organisations are still trialling interactions, rather than having concrete solutions to enhance their social presence. Is this the future of social marketing or will we be able to implement solid, measurable strategies online?

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Putting cross-channel marketing at the top of the agenda

By Simon O’Day, Vice President of Responsys Asia Pacific

Australians are more digitally connected and active online than ever before. Not only do consumers now spend more time using the internet, they are doing so across a variety of channels and on a number of different devices. This highly engaged consumer is good news for Australian marketers, presenting a number of opportunities, across a range of platforms, to reach their target audience.

With this in mind, I was somewhat surprised by the results of our recent survey* conducted at ad:tech Sydney and Melbourne. We found that while the majority of Australian marketers (89%) are now interacting with customers across more digital channels, they are doing so with minimal personalisation and automation – the corner stone of any successful campaign.

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Coke Interview: Unleashing the Power of Consumer Consumption

By Catherine Fee, ADMA

Interview with Leo RobertsAs part of the ADMA Expert Group Interview Series, we recently sat down with the Head of Communications for Coca Cola, Leo Roberts on the success of what is arguably their most successful campaign to date.

Each year Coke creates a large summer campaign to attract customers, and this year was no different.  The brief for the Share a Coke Campaign in terms of the objectives was very similar to previous years. It was all about recruiting consumers into the brand and the continuing challenge of taking the existing love for the brand and converting it into purchase intent and ultimately consumption. According to Roberts, the marketing objectives for the campaign were very similar to every other. The slight change was that they simplified the brief to get down to the real essence of what they wanted to achieve. “We got the brief down to no more than 150 words,” said Roberts, which allowed the creative agency more scope. In the brief one of the things that differentiated it this year was the desire to “create an idea that got people talking about coke”. One of the connection planning principles of the company is that social is at the heart,” said Roberts.

Social was at the heart of the campaign right from the start. The idea grew into an invitation to share a coke, and ultimately sharing is a very social behaviour.

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Best in Branded Content to be Rewarded at the Webbies

By Melinda Wearne, The Content Agency

Melinda Wearne - The Content AgencyLast month MIPTV hosted a banded Entertainment Summit for the second time. Doug Scott, President of OgilvyEntertainment, kicked off with a state of the industry, calling 2012 the tipping point for branded content as brands are looking for new ways to engage consumers and the entertainment market projected to be worth $1.8 trillion by 2015. Branded content is not new, but it’s increasingly gaining momentum and turning into big business with substantial results.

The world’s best in web-based branded content is being honoured at the 16th annual Webby Awards. The winners have been announced and will be fêted at a star-studded ceremony at The Hammerstein Ballroom in New York on Monday, May 21.

The 16th Annual Webby Awards received nearly 10,000 entries from over 60 countries worldwide and has four main categories: Websites, interactive advertising & media, online film & video, and mobile & apps. The fact that Online Film & Video is one of the four key pillars of the awards recognises the increasing importance of video content as an integral part of any digital marketing strategy.

Over 20 categories are listed within online film and video and all nominees have premiered their work online.  For the sake of brevity we’ll look at only at branded entertainment. The nominees are…

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Owning a Different Type of Conversation


Last week our blog discussed customer centricity in a piece How Ready are you to Shift to a Customer-Centric Business?. It discussed that if you’re going become a customer centric marketer, you need to first understand all the potential consequences before you dive into it. One consequence and an area that often gets overlooked is often the most critical; that is the content and language you use as an organisation to connect with your customers.

Content and customer centric thinking for many is not nearly as established as we would like to believe, or as much as organisations think they are doing. Many organisations still think in the product is king/solution-selling way; a belief that should not be the focus for a marketer. It’s an unfortunate fact though that no matter what organisation you look at, customer-centric over product centric thinking is rarely present; even in the social realm many organisations are still focused on themselves.

 “No-one’s interested in your marketing. As soon as you realise that, you Continue reading

The Default Relationship between Brand and Customer


Twitter seems to have its fans and its detractors and a fair proportion of marketers who just don’t know whether it’s worth investing the time and effort in the network. So here’s a positive look at the tool and a summary of some of the things you can do with it.

Research conducted in late 2011 with over 1,000 Twitter users revealed some fairly significant insights. 1 out of 2 users who tweet a complaint about a company on Twitter expect the company to read their tweet.  Interestingly, only 29% of users who did tweet a complaint to a company received a response.

Of those 29%, over 50% say they ‘liked it’ and 32% say they ‘loved it’. Remember these were twitter complaints. Further, 34.7% were very satisfied and 39.7% were somewhat satisfied with the response. That’s a really positive result, again given that these were twitter complaints.

Not only has a dialogue started between the customer and the company (one that can be built on over time) but a resolution to the problem was achieved in the majority of the complaints. Continue reading

Social Media Policy & Converting Influence into Action


Last week ADMA held our 2nd Lunch n’ Learn for Members at ADMA HQ on the topic of Managing Social Media Policy and Converting Influence into Action.

ADMA’s Head of Corporate and Regulatory Affairs, Melina Rohan discussed the value of a social connection with your customer. Rohan discussed what a social plan should look like when everything comes together, and discusses four key points based on “Social Commerce Lessons. The 6 Social Principles that Increase Sales”, including:

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Q&A: Spruce Media’s COO Lucy Jacobs on Facebook ads and Success Metrics

By Heather Taylor, Editorial Director, Econsultancy, US

Last week, Facebook announced their new Preferred Marketing Developer (PMD) program. This was a merger of the Preferred Developer Consultant (PDC) program and the Marketing API Program (MAP) which have been running for three years.

These programs connected brands with developers to help them optimise social plugins, build apps on the Facebook Platform, develop strategies, and manage ad campaigns for Facebook Pages.

One of the companies that has been built around the Facebook Ad space is Spruce Media. According to their website, it has a mission. Spruce Media believes Facebook will change the future of advertising so it has created a platform to help advertisers thrive on Facebook ads.

We had a chance to talk to Lucy Jacobs, COO of Spruce Media, to talk about how the company works with Facebook, Facebook best practices, how Facebook has changed the ad space and benchmarks for success.

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