BLOG

Using Social Media Queues to Manage Your Marketing Posts

Posted by Anna Johansson in Social Media on August 18th, 2014 at 3:08 pm

If you manage social media posts for your company, then you're probably familiar with the sometimes overwhelming needs to stay in the loop and help your organization remain relevant with followers. Social media accounts never sleep – users log on at all times to view the latest news in their feeds. However, scrambling to create live posts at all hours isn't really a viable option for most companies. That's where post queues come in – they help you automate your social media posts so that your accounts remain continually active. Here are a few queue services to consider.

Buffer

This well-rounded social media app can wrangle multiple Twitter, Facebook, LinkedIn, Google Plus, and App.net accounts. Their unique "Awesome Plan," helps businesses queue up to 200 social media posts for 12 different accounts. Additionally, you can add team members to share your social media posting responsibilities. Buffer also offers a number of scalable business accounts with two-step login processes for increased credential security.

TweetDeck

There's a reason why Twitter acquired this powerful social media management tool back in 2011. TweetDeck doesn't just help you schedule future...

March of the Big Agency Dinosaurs: Adapt or Die

Posted by Bob Sanders in Opinions on August 18th, 2014 at 12:19 pm

As the advertising industry becomes more segmented and specialized, the multinational full service agencies will face increased pressure from smaller, more nimble boutiques. There is growing competition from niche providers, more efficient in-house capabilities, and new-breed agencies operating in a more flexible, responsive and dynamic environment.

On the client side, their sweeping changes are impacting the agency world. Many clients have already made significant organizational and structural changes. These companies have cut costs, restructured, and transformed into horizontal, process-driven organizations to address the need for greater quality, lower cost, and increased speed. The old corporate hierarchy emphasized specialization by function. And the old school agencies modeled their structure after the client – a move to match. It was so easy. Today, clients are pushing coordination and communication among individuals across functions. The traditional agency structure will not serve this new client well. Agencies are forced to employ fewer individuals with broader skills as opposed to many specialists.

While agencies are struggling with how to successfully meet these challenges, they represent just a few of the realities facing the advertising industry today. All those big issues are somewhat abstract and long-term in...

The Enterprise Responds to Converging Visions: The Rise of Marketing Ops in the Cloud Age

Posted by Lars Christensen in Opinions on August 18th, 2014 at 10:05 am

Marketers nowadays have access to more data than ever before -- from data that can tell them exactly who their customers are and what drives them to data that outlines in real time how their campaigns are performing. With this huge influx comes the need for technologies that can sort through, make sense of, and empower marketers to make actionable decisions on that data. Fortunately for them, there are now numerous cloud technologies for marketers -- CRM and marketing automation systems in particular -- that can be implemented quickly and fairly easily.

The roles of CMOs and CTOs are shifting as the cloud transforms the enterprise. In many cases the marketing department is now making purchasing decisions without consulting IT, basically redefining their relationship from the ground up. IDC, in its 2014 predictions for CMOs, envisions that this year, “Innovative CMO and CIO pairs will throw out the rule book when it comes to IT's support of Marketing.” So, given this new and somewhat nebulous dynamic, the challenge is figuring out how marketing can get the technical support necessary to successfully implement new technologies.

In direct response to this we are seeing the rise of marketing operations – a group that...

Assessing the Proctor & Gamble Brand Portfolio

Posted by Tim Nelson in Opinions on August 18th, 2014 at 9:40 am

P&G's recent announcement that it will drastically reduce the number of brands in its portfolio has garnered a great deal of press.  It is a reminder that even highly successful companies need to take bold steps to keep pace with a rapidly changing economy and drive long term value.

At face value, P&G's announcement actually sounds more dramatic than it really is. When you look inside the portfolio, there are well over 100 brands that are below $100 million in sales.  Even when these brands are achieving strong growth, they cannot make a material impact on P&G’s overall business results.  Conversely, these brands take a disproportionate amount of corporate resources in relation to their value.  So while on paper these brands might be profitable, there is a significant opportunity-cost because they dilute P&G’s focus on their brands that really drive market capitalization.

This decision, while notable, is consistent with past behavior and P&G’s long-term strategy.  They divested their food brands because P&G did not see the adequate potential for growth and value creation, allowing them to up their investment in performance-based categories where they can better leverage their research and development capabilities like health & beauty and household products.  In part,...

5 Lessons for Content Marketers from the #icebucketchallenge

Posted by Gordon Plutsky in Social Media on August 15th, 2014 at 5:51 am

The ice bucket challenge to raise funds and awareness for ALS research has been a smashing success and has led to a huge spike in donations.  The viral aspect to the campaign has taken on a life of its’ own.  This phenomenon can be a blueprint for content marketers trying to understand the DNA of a viral content campaign.  Here are a few takeaways for marketers:

User generated content spurs participation with your brand:
Inside all of us is a budding director or actor; some participants went through great lengths to craft their video.  They tried to be funny or touching in their messages.  Each video creator showed personal touch with the their innate creativity looking for their moment.  Crowdsourcing videos or Instagram pictures can help get your customers involved in your campaigns. The majority of Americans are walking around with HD video cameras in their pockets and they are not afraid to use them.

Video is superior to text for building engagement:
Video is the preferred way to spread a message via social media.  Any past technology barriers have evaporated and all audiences are comfortable consuming video across any platform, especially mobile.  The old cliché is true, if...