Monthly Archives: October 2011

Working out the value of a fan: Facebook marketing

Note RSS / email subscribers should visit the blog for the full post.

I’ve been musing on Facebook for business of late and was flicking through a slide deck on Slideshare on The Value of a Fan.

I eventually arrived upon slide 36 below, which for me is the killer slide, as it contains insight on which any self respecting Facebook marketing campaign should be based.

What is great about this data is that much of it is as relevant to B2B marketing as it is to B2C. Sure the majority are interested in transactional benefits but around 20-25% of followers are interested in content and information that aids, helps, informs or entertains.

Then slide 50 neatly summarises why Facebook (and sites like it) are becoming so important in the next communication age.

It’s not just about banging people, repeatedly over the head with broadcast messages. To be seen and acted on, you need to do more. Clever marketers are already understanding and doing this, recognising that lifetime custom can be achieved and word of mouth can have a significant impact on their business as a result.

Your content isn’t yours any more. It’s their’s. Lady GaGa knows it. Old Spice know it. Coca Cola know it. Cisco know it. Isn’t it time you engaged your audience the same way?

The full slide set is here kudos to Mat for pulling this together.

Links worth a click #12 – my digital week

In the week where Google announced an update to its Chrome browser [link], X-Factor voting in the US hit Twitter [link] and BlackBerry owner RIM braced itself for millions of lawsuits, here are some of the other more business focused digital marketing articles that caught me eye.

First up, and the one that needs your time this Friday lunchtime, is Econsultancy’s excellent 25 B2B social media case studies. B2B cases are notoriously difficult to come by, so credit to anyone who pulls them together. (You may also want to check out my previous post on Facebook cases).

New from Linkedin, are you making the most of your former classmates and colleagues? A new feature ‘Classmates’ might just help unlock a few doors.

Social media isn’t just for big business. Small businesses can embrace the power of the Internet and the connectivity of social media to punch above their weight.

Finally, one on Facebook with a great little summary of how to get your fan base crowdsourcing and working for you.

Q: What do you make of these developments and what have you been reading this week? 

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Six examples of how to use Facebook company pages for B2B marketing

I’m writing regularly over at SmartInsights. It is a great digital marketing blog with lots of collaboraters covering lots of urgent topics.

There is a real lack of good quality information online about B2B use of Facebook as the debate rages about its relevance.

Across two posts over recent weeks, I wanted to outline the emerging and evolving case for adding Facebook to your B2B marketing arsenal. And I wanted to offer some advice on the type of strategies you might adopt. In the second post which went live earlier this week, I identified a number of current B2B companies using Facebook to drive engagement and promote their business.

Q: How is Facebook working for you?

Links worth a click #11

In the week where millions of users were left without Internet and email as BlackBerry servers in Slough suffered a serious outage (read outrage) whilst Apple secured 1 million iPhone 4S pre-orders in a week in the US alone , here are some of the other interesting digital marketing related things that caught me eye.

First up, Facebook advertising with the news that Facebook ad click-through rate has increased by 18.5%, claims TBG. I’ve been waxing lyrical about Facebook [link] as an emerging and untapped b2b marketing resource of late and think that the targeted advertising opportunities might just yield a return for those early b2b adopters. Key word = targeting.

Want to see who is sharing your tweets? TweetReach might help identify your biggest fans.

And if you’re not tweeting, why not? Maybe it’s your nervous CEO. Reviewing this 28 point list might help you see the social media world from their perspective and help gather some insight to change their mind and see the benefits.

It wouldn’t be a round up without some content from the lovely inbound marketing experts at Hubspot. This week they offered some good examples in their piece outlining 9 must-haves for the perfect landing page.

Finally, a piece exploring B2B cold calling best practices together with my comment on whether such a thing even exists in modern business?  Surely there should be no such thing as a cold call these days with all the profiling information available?

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Building brand sociability

A shout out to Weber Shandwick who have produced one of the more relevant infographics of recent weeks with their take on the key aspects of socializing a brand.

As a PR and communications firm you would expect them to put the message ahead of the medium and espouse the use of outside support, but in both instances I think they are spot on. Marketers are like magpies and are too easily distracted by shiny new platforms, giving them an unhealthy reverance in the great scheme of things. Better to get the message right and then seed it in the right way.

What do you think? Are you socializing your brand or business?

Making the case for Facebook in b2b marketing

The first of my two part series exploring how business-to-business marketers are using Facebook has recently gone live at Smart Insights.

The aim of the first post was to assess the contributing factors to using (or not using Facebook) and to start to outline some of the strategies that might be deployed.

 

Facebook offers tremendous opportunities to develop deeper ties with customers and prospects and to tap into their perspective and insights. I challenge any B2B company to review the 64 approaches above and not find one that they might benefit from.

I’ll be following it up with a post highlighting some examples of best practice B2B best practice. Should readers have come across some examples that would be worthy of sharing, please do drop me a line or leave a comment below.

Downtime

I’ve been talking about it for a while but I’m finally getting around to migrating from WordPress.com to WordPress.org (with a little outside help from the excellent Jamie Norman).

It is the first step of a major blogging and social media offensive – and I wanted to ensure that everyone who has rolled  with me during the last two years or so remains on the tour bus. We’ve got lots to see and do yet.

There may be a 48 hour period where domains are switched, meaning a temporary disruption. Which is somewhat ironic given I have had a little break myself recently.

Thanks for hanging on in there. It will be worth the wait.

Would you pay for content?

Question:  With so much free content online, would you really pay £1-£2 for a short white paper / ebook if it helped you in your job?

I recently conducted a quick and dirty survey poll through Linkedin exploring the topic of paid for content. Clearly, there is a huge amount of information made available for free online right now with lots of companies realising the benefits of using content to drive interest and position as expert.

The freemium model, which was for so long the mainstay of the software sector – where people accessed free but restricted software needing paid updates at a future point – has now rolled out to the information sector.

I was interested in establishing if business professionals would be prepared to put their hand in their pocket (or draw out their busincss credit card) and pay for content that looked like it might add value to their role or their business.

Thanks if you contributed. Here are the results.

 

I thought this was especially relevant given much of the advice online at the moment centres on publishing material far and wide in as many formats as possible.

Seth Godin’s recent piece for his new digital publishing initiative, The Domino Project, highlights some of the downward trends in traditional publishing and how businesses and individuals will need to adjust their strategies in the future – in order to 1/ cut through and 2/ make a meaningful return.

An accidental Apple fanboy

I consider myself a bit of a medium-term adopter when it comes to technology and never really felt like a ‘fanboy’. Indeed, it took me a long long time to get around to sampling Apple.

My first purchase was a 15GB ipod that a work colleague bought for me on a business trip to the US back in 2003. It had a black and white display, was pretty boxy and a click wheel that really did click when you ran it around.

I quickly ran up more than 15GB of music in iTunes – as everyone at work shared their albums and synched their iTunes libraries. This meant I had to switch sync mode to manual rather than automatic updating of all new material. This became rather time consuming.

I flirted with various incarnations of shuffle based devices when I was into going to the gym before the kids came into our lives, before settling on the 160GB iPod Classic in 2009. The opportunity to listen music, podcasts, my favourite radio shows, audio books and other forms of content was of huge appeal.

More recently I treated myself to a MacBook Pro following a period of self employment, ironically not really used for the video editing and photo retouching work I had planned [but I will at some stage].

Then in January, I brought the iPhone4 into my life giving me tangible and usable internet on the go for the first time in my life.

Oscar, who’s three and a half, loves daddy’s iPod and now watches his programmes on long car journeys. I suspect we’ll introduce an iPad to the home some time soon.

My point is that I’m a mainstream consumer and exactly the type of person I think Apple has worked to nurture. Love it or hate it, Apple products are beautiful. They work, and when they don’t the service is often second to none. Waiting at the Genius Bar is quite unlike any other retail store experience.

So, thank you Steve Jobs for having the vision and passion to deliver products that are crammed full of form and function, and that make life more enriching and more interesting. I think you will be missed and the world is a slightly less creative place today as a result of your passing.