As with buying any insurance policy, it is necessary to first look at the policy from an overarching point-of-view (i.e. buying a combo policy: auto, home owners/renters, life, etc.) before diving into details about individual coverage. The same principle can be applied within digital, as it is important to first inspect the entire digital marketing universe (website, fan page, email) at the macro level before discovering how they all fit together: this is the ultimate focus of this post for Policy #1.
It is key to look at the digital medium as a whole, but while doing so also explore the space through the mind of a consumer. Investigating how each touchpoint is used by consumers will identify the market activity strength for each touchpoint to then map touchpoint performance within four critical dimensions:
• Web equity: Which touchpoint is most trustworthy?
• Pre-purchase research: Which touchpoint is relied on for product research?
• Post-purchase support: Where do consumers go for customer service support?
• Relationship building: Which platform is best suited to maintain the interest in ongoing brand communications?
Only through this process does the role of each touchpoint become clear, taking into account how the consumer is interacting with and conceptualizing each one. From there,... Read more
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Policy #1: Assign each touchpoint a specific objective & task to carry out
Tags: digital best practices, Digital Media Touchpoints, Digital ROI, digital trends
Posted in Research, Social Media, Web Analytics, Websites | No Comments »
How Digital Success Relates to Business Success
You know what you are doing with your social media marketing. I know you know what you are doing. Even though the senior management at your organization knows you know what you are doing, too, there is often a disconnect between the way a digital marketer talks about success and the way the board views the success of the business.
The goal of this article is to make your job a little easier by helping you frame your digital marketing successes in a way that even the most skeptical CFO would want to support you.
First, a disclaimer: this is not to say in any way that senior executives don’t get new trends or digital marketing. Remember how GM’s Bob Lutz was a trailblazer in corporate blogging way back in 2004? Or what Tony Hsieh of Zappo’s is doing on Twitter? Though for every Bob Lutz or Tony Hsieh, there are those that do not inherently understand the value of your digital marketing. For instance, unless you are calculating the value of a Facebook fan, sometimes saying you got a large percent increase in fans from one quarter to another is not enough to illustrate your marketing accomplishments. The problem is in... Read more
Tags: digital, Digital Marketing, marketing, metrics, online marketing, reporting analytics, social marketing, Strategy, Targeting
Posted in Opinions, Social Media, Targeting, Web Analytics | 1 Comment »
Top Ten: Starbucks strikes big on Facebook with social media-specific artwork
This post is particularly interesting because it uses brand-generated photography, yet it's not likely something pulled from existing assets like an ad campaign or product shot catalog. With Facebook now a primary channel for brands to connect with their customers, timely, creative and low-cost artwork like this is a smart way to keep the page fresh and -- based on the fan’s reaction -- highly engaging.
Starbucks' groundhog day line: "What if your coffee sees it's shadow today?"
Below is this week's Top Ten. You can click through to see any of the actual posts.
Our FREE Top Ten weekly report features the top post from each of the top ten brands on Facebook. You can either sign up or view the complete list of posts in our latest report, featured in the archives on this page.
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Tags: coca-cola, converse, disney, Facebook, facebook marketing, Facebook strategy, mtv, oreo, red bull, report, skittles, social media strategy, starbucks, top ten, youtube
Posted in Creative Best Practices, Emerging Platforms, Social Media, Web Analytics, Word of Mouth | No Comments »
Content Before Klout – Why Social Influence Is More Than A Score
Today let’s start things off with a self-affirmation a-la Stuart Smalley. You are not a number. Like a beautiful, intricate, and fragile snowflake you are as unique online as you are in the real world, and that’s ok… so step back from your Klout Score and take a look at the ways, rather than the amount, you are engaging with your networks online.
In the past few years, Klout has quickly risen to social media stardom as a provider of analytics measuring a user's influence across social networks (primarily focusing on Twitter, Facebook and Google+). By measuring data from social sites, the size of a person's network, and other factors, Klout gives users an influence rating (Score) on a scale of 1 to 100. Most Klout Scores are in the 20’s, and reaching the 30’s and 40’s tends to show a good amount of social engagement. This can create, as John Scalzi puts it, “status anxiety” and social insecurity, but the credence you put to what your Score says about you remains up to you.
Like any startup, Klout is still growing and developing. Even though recent adjustments and evolution have brought controversy, Klout as a measurement tool remains an interesting data point for social media... Read more
Tags: brand marketing, digital, Facebook, google, Klout, kpi, measurement, online marketing, product manager, Social Media, social media marketing, social networks, twitter
Posted in Emerging Platforms, Web Analytics | No Comments »
Top 5 Analytics Tools You Can Implement in Less Than 30 Minutes
I find that generally there are two types of blog posts about Google Analytics reporting: Analytics 101 and Analytics 401. But what about Analytics 201 or 301 – things that you can do out-of-the-box, with just a little extra effort to customize the data for your specific business needs?
Posted in Web Analytics, Websites | No Comments »
