April 2010

At Last, A Framework for Social Marketing Analytics

April 29, 2010

Thanks to the Altime­ter Group and Web Ana­lyt­ics Demys­ti­fied, we now have a frame­work for decid­ing how to mea­sure progress with social media mar­ket­ing — a draft model that’s worth talk­ing about. The frame­work has many mer­its, but also lim­i­ta­tions, espe­cially for start-ups or enti­ties in the early phase of their life cycle, before there’s much con­ver­sa­tion about them online.

Tagged as: Altimeter Group, social influence marketing, web analytics, Web Analytics Demystified

Revised on June 4, 2010

How do they find your brand when they’re not looking?

April 2, 2010

Most of the tac­tics based on SEM and SEO aim at cap­tur­ing the atten­tion of shop­pers engaged in active dis­cov­ery. Which is cool, if peo­ple already know your brand, are aware of your cur­rent offers, and gen­er­ally under­stand your brand promise or core value propo­si­tion. (In this con­text we’re talk­ing about the buyer’s activ­i­ties dur­ing the ear­lier phases of the mar­ket­ing funnel.)

But what do mar­keters do if peo­ple are unaware of or unfa­mil­iar with your brand? Or if you’re con­fronting dam­ag­ing mis­per­cep­tions about your product’s posi­tion­ing, core ben­e­fits, price-to-value equa­tion, etc.? Search alone is not enough.

Tagged as: buying process, discovery, messaging architectures, search marketing, storytelling

Revised on March 28, 2011

Common Sense about Social Media

April 1, 2010

I’ve always loved David Armano’s thought­ful irrev­er­ence, his clear info­graph­ics, and the ways he helps us think about or reframe core issues in the worlds of mar­ket­ing, media, com­mu­nity and com­mu­ni­ca­tions. After stum­bling across his wry “wheel of mar­ket­ing mis­for­tune,” for a recent pre­sen­ta­tion to a Chicago AMA event, I just had to share it here.

Tagged as: classic marketing mistakes, communications, David Armano, marketing

Revised on June 4, 2010

Is Your Social Graph “Local” or “Cosmopolitan?”

April 1, 2010

Peo­ple, orga­ni­za­tions and civic com­mu­ni­ties grav­i­tate toward one of two classes: local or cos­mopoli­tan. Mind­sets, com­pe­ten­cies and con­nec­tions are what dis­tin­guish these two social classes. The impli­ca­tions can be pro­found for local economies, based on the preva­lence and mind­sets of locals ver­sus cos­mopoli­tans within their pop­u­la­tion. What does this imply for social graphs

Tagged as: community structures, local versus cosmopolitan, social graph, social networking

Revised on June 4, 2010