Search & Social Media 2009
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The latest Marketing Week Interactive Book is now available to download. This guide is packed with features on the latest developments in the digital environment. We look at the emerging techniques in the search marketing world, from data-driven strategies to making campaigns creative. There is also information on how some of the world’s largest brands are using social media techniques like Twitter, Myspace, Bebo and Facebook to drive home their messages to consumers. With further information on how best to use the most up-to-date affiliate marketing techniques and mobile, this is an essential guide for marketers.
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Search & Social Media 2009
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Readers' comments (2)
Steve Redden | Wed, 25 Nov 2009 5:42 pm
I read with interest your introduction to the use of tools to measure social media response to marketing activities. Where there are a lot of listener applications around that will report on your online reputation, as you mentioned, there is still a need for marketing personnel to deliver actual ROI costs to the board through PPC and CPA reporting.
This inspired us to meet that need and develop smtrac (http://smtrac.com), a web application where you can centralise the management and reporting of your marketing activities over social media (Twitter, Facebook & LinkedIn), traditional online (web, email & blog) and even offline channels (printed collateral).
This enables you to determine the most effective spend of your marketing budget, in terms of Cost Per Click and Cost Per Visitor (Cost Per Conversion reporting is planned in the near future).
Kind regards,
Steve Redden
Founder
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Anthony Rawlins | Fri, 26 Mar 2010 12:09 pm
I just got back from two packed days of listening to some of the best tourism companies in the world presenting at the recent Social Media Strategies Conference in San Francisco, and five things struck me as needing further thought.
1) Is social media is the new email?
As more and more people are switching off to the marketing messages that reach them via email, is social media the way to now communicate with your audience?
2) Facebook rules OK! But are we wise to avoid the rest?
Facebook’s market penetration is undeniable, but we need to be careful about putting far too much stock and effort into this single resource. How wise is it to concentrate almost exclusively on FB when every major brand is trying to engage with this 400m community? Wouldn’t it be better to focus on some of the other communities and become the best represented brand on there?
3) The future of social networking
Where will Facebook and Twitter be in five years time? What will the next golden child of the internet be? What comes next? Are there other sites tomorrow’s travellers will be using instead?
It’s my belief that in a few years time, FB will still be massive, but I bet there will be other equally big players. By investing in each major social network that comes along we’re responding to the current trend, but that’s all it is – the current trend. What about the future?
4) Invest in your own social solution
In my opinion the best brands are engaging on the current social network and social media communities OFFSITE but they also have a strategy to build their own online community and social media archives ONSITE. By doing this, they’re preparing for the future and building a loyal and lifelong community base not to mention leveraging organic search engine traffic from their social media content.
While your own social site may not grow as fast as your group on Facebook, I’m convinced that slowly but surely growing a lifelong base of users in your own community and under your own branding is the most logical and sound strategy to adopt for long term benefits. After all, do you really want to invest a large amount of your budget on building a community within another brand that you have little if any control over?
5) Social Media should be judged by the same ROI as other marketing activities and campaigns – but it isn’t! Yet...
Today’s organisations are quick to get involved with Facebook and Twitter but very few are able to show a demonstrative ROI. This will be the key factor over the next 12 months. Having a high number of Facebook fans isn’t the same as an ROI – unless they buy your products or services as a result. Isn’t it time we began judging social media for the direct results it brings to our businesses?
For further information on world leading social media solutions, please visit www.digitalvisitor.co.uk
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