Digital Marketing Archives - Page 4 of 7 - Klaxon

Mastering Email Marketing for Events

We were asked recently to talk to an audience of event marketers all about email marketing. How can you best use email as a platform for driving event registrations. You can see the slides below which might tell you some of the story, otherwise get in touch and we’ll happily answer any questions you have on email marketing best practice.

Is the Web in your Blood?

cluetrain manifestoI’ve just started reading the Cluetrain Manifesto… gasp.

I know. About 10 years after I should have done I hear you say.

It’s surprising how much of the book is relevant and even ahead of its time even to this day. Not only that, but ahead of the thinking of many marketers:

“The future of marketing is not advertising, it’s conversation.”

“No longer is it about selling, instead it’s about relationships.”

“People are no longer talking in the past tense, it’s the future tense.”

Consider the tweet that says, ‘I’m thinking of buying a new laptop, any recommendations?’. How do we as marketers adapt to this changing landscape?

It reminds me of a quote from Avinash Kaushik that every now and again my friend Bernie Mitchell regurgitates. I suppose it’s become his mantra really:

“The web has been around forever and yet it is not in the blood of the executives who staff the top echelons of companies. Make no mistake, they are smart, they are successful and they want to do better. But the web is such a paradigm shift that if it is not in your blood it is very difficult to imagine its power and how to use it for good. How do you demand innovation & creativity & radical rethink if you can’t imagine it?”

Avinash Kaushik
Author, Digital Marketing Evangelist – Google

PODCAST: Your Connected Customer & Company

I had the privilege last week of hosting and moderating a panel session for the #TAGTribe community all about the Connected Customer and Company.

The panel featured JP Rangaswami, Chief Scientist at Salesforce.com, Jon Silk, Head of Digital at Waggener Edstrom London, and For Immediate Release co-host Neville Hobson. We had a wide-ranging discussion with Q&A from the audience that addressed the broad topic of “your connected customer and company”.

You can listen to the audio recording which was broadcast as a ‘For Immediate Release: Speaker and Speeches’ podcast by clicking on the play button below:

Play button

You can also enjoy the tweet stream and various photos from the night by browsing the Storify here too:

 Read more

Resources for B2B Social Media Marketers

Thanks to all those who joined us for the B2B Social Media Workshop this week. We covered an awful lot of ground in the first session. In case you missed anything here are links to the platforms, tools and resources we mentioned (and some others) you should look out for:

Social platforms to start using everyday:
Twitter – the largest micro blogging platform
Google+ – for those serious about social media marketing
Linkedin – so much more than a tool to find a new job
Delicious – the king of social bookmarking

There are of course many more e.g. facebook, but that’s enough to get you started with for a B2B perspective.

Other platforms to use for clients:

Content curation:
Paper.li – creating newspapers based around content on twitter
Scoop.it – for creating custom news feeds with content from multiple social platforms
Storify – similar to scoop it, great for wrapping up social activity around events or campaigns

Content led marketing:
Slideshare – for sharing presentations after an event or generally as part of a content plan
Tumblr – an easy yet effective blogging platform
WordPress – the most used and customisable blogging platform
Vimeo – hands down the best value video hosting website for businesses
YouTube – needs no introduction, often cited as the world’s second largest search engine
Flickr – elegant, effective and easy to use photo sharing
Quora – for demonstrating knowledge and owning a topic area on the social web
BrightTalk – a solid webinar platform with good links to social media

Social bookmarking:
Delicious – mentioned twice because of the search engine optimisation value
Stumbleupon – for finding and sharing content
Reddit – similar to stumbleupon, but includes powerful community based voting

Tools to help with influencer identification:
SocialMention – cheap, easy, quick and very friendly
Klout – shows you roughly how influential you are online
Kred – another measure of online influence
PeerIndex – same again, but with a slightly different scoring framework
NodeXL – the Excel plugin for establishing network connections

Social Monitoring tools (more expensive and much more accurate options)
Radian6 – part of salesforce.com and the industry leader, but it’s not cheap.
Brandwatch – a Brighton based monitoring outfit well worth talking to
Sysomos – another very find monitoring platform
Nod3x – the newest kid on the block with some powerful features

Tools to use for tracking and measuring:
Bit.ly – shortening links and more importantly, tracking click volumes for basic measurement
Google Analytics – a fantastic free resource for tracking and analysing web traffic across a website
Google URL Builder – for creating those all important tracking URLs to use for measuring the impact of your campaigns
Crazy Egg – if you want to see where on your site people are looking and clicking, look no further

For event marketers:
Lanyrd – to promote your event socially and connect with online communities
Plancast – another social promotion tool

For the uber keen, here’s some additional reading and resources too:
B2B Social Media Marketing Linkedin group
B2B Marketing Magazine’s knowledge bank
Mark Shaefer’s Social Media Measurement Smackdown
Dell’s Social Media Policy
Chris Barger’s Social Media Report blog on Forbes
The importance of social bookmarking from the Social Amateur blog
Michael Brenner’s Top 9 Social Networks for Business
Review Mashable’s Top 15 Corporate blogs for some inspiration
Avinash Kaushik’s blog Occam’s Razor is always worth reading for digital marketers

Engaging Journalists through Social Media

I spotted this fantastic inforgraphic from PR Agency Text100 about how to engage with journalists using social media. It’s based on a fairly small sample (72 UK journalists) but it highlights the importance of social media to the modern public relations professional.

Pleasing to see the relevance of blogs in the mix along with wikipedia, but look at google+ only scoring a 37% in terms of relevance. Interesting.

engaging jounralists infographic

Social Media Monitoring & Analysis

We’ve been doing some social media monitoring and analysis recently around the topic of flexible working. We wanted to identify where there were conversations occurring for a prospective client to help inform their comms planning.

With the findings we are able to make some pretty interesting recommendations for our client. I can’t share all of our findings, but a handful for your reference are below, along with some ideas for how to use this information.

If you’d like to know more about social media monitoring, how to apply this to your marketing and communications and even how to link social media to actual sales ROI, get in touch.

Location / Geography

Social media monitoring map

From the map you can clearly see where there is conversation going on by the size of the yellow dots – the bigger the dot, the more conversation. Incidentally the colour of the doto also shows the sentiment, with yellow being neutral.

The black areas show where there is no conversation at all on the topic area. Interesting if you have a global communications challenge: either the topic area is of no interest, or there’s an opportunity to lead the conversation for your brand.

Could this information be useful when you are thinking of entering a new market place. You bet. What about if you want to asses potential market value, or test some messaging?

Platforms & Sentiment

Sentiment analysis

This chart shows the platforms where conversations are taking place, along with the sentiment of those conversations. You can see flexible working is a big topic in forums, along with blogs and twitter, but on facebook, video and G+ the volume is limited.

This gives you an idea of where you need to start investing your time, particularly if there is a high percentage of red i.e. negative sentiment for each channel. On this example you can see the most negativity as a percentage of the overall conversation around the topic is on twitter. Perhaps you should address this platform first.

Imagine what you could do with this information if it was specifically related to your brand, or a particular product line or campaign.

Source & Sentiment

Social media source

This last chart shows which sites are talking about flexible working and with what sentiment i.e. positive, neutral, negative. Think how powerful it is to know who and where your product, brand or campaign is being discussed. Identifying the detractors and working those out with your comms or customer service team might just be the starting point.

What about building bridges with those more influential sites (or bloggers, or tweeps etc) and making sure they remain positive, or even providing early feedback for new product development. How about assessing the performance of a campaign to see if the overall market sentiment has changed as a result of your marketing? The potential here is endless.

We’ve barely scratched the surface here with what’s possible if you take a proactive stance to social media monitoring. Get in touch if you’d like to take your business closer to social media.

Studio Launches in Style

Studio Launch Party

Last week saw the momentus launch of Joinourstudio.com – the membership website we have been working on since February.

The idea behind the site is provide a platform for architects practices to engage with and employ architectural students, without the need for practices to pay expensive advertising charges or recruitment agency fees. It’s a radical idea which should hopefully overhaul the way architects are recruited – a much needed change for the industry.

Architects, join up now, it’s free after all.

It’s been a great project for us so far and we’re looking forward to getting started on phases 2, 3, 4….. Good to see the initiative achieving such high profile backing too – Angela Brady, President of the Royal Institute of British Architects, has supported the clients from day one and was there to deliver a speech at the kick-off too.

You can see below a handful of photos from the night. The eagle eyed among you will spot yours truly delivering a short speech and also posing with the graphic design and dev team too. A great night and a great project to be involved in.

Webinar Update

Have you come across BrightTalk before?

They are a webinar platform where you can find great content on anything from B2B lead generation, to social media and a vast array of other marketing topics. They send me a weekly email promoting recent and upcoming webinars that match my interests around marketing and lead generation. If you haven’t checked out BrightTalk yet I strongly suggest you do.

In fact you could start by registering for one or more of the webinars listed below.

Future:

Make the most of unconverted web enquiries through LinkedIn
Webcast: Jul 04 2012 3:30 pm
Channel: B2B Marketing
Attend: http://www.brighttalk.com/webcast/452/49701

Establishing Your Demand Funnel: Having a Process from Click to Close
Webcast: Jul 24 2012 7:00 pm
Channel: Media and Marketing
Attend: http://www.brighttalk.com/webcast/43/50943

The Future of Webinars and Videos in B2B Marketing
Webcast: Sep 13 2012 11:00 am LIVE VIDEO
Channel: Media and Marketing
Attend: http://www.brighttalk.com/webcast/43/50627

Last week

How Email can help you to grow your Community
Webcast: Jun 28 2012 10:00 am
Channel: Media and Marketing
Attend: http://www.brighttalk.com/webcast/43/46303

Successful Community Management
Webcast: Jun 28 2012 12:00 pm
Channel: Media and Marketing
Attend: http://www.brighttalk.com/webcast/43/49717

Automated lead nurturing: This time it’s personal!
Webcast: Jun 28 2012 3:30 pm
Channel: B2B Marketing
Attend: http://www.brighttalk.com/webcast/452/49169

Are Online Communities Profitable?
Webcast: Jun 28 2012 6:00 pm
Channel: Media and Marketing
Attend: http://www.brighttalk.com/webcast/43/46307

How Google Works

If you want a high level, whistle stop tour of how Google works, check this video out from Google’s very own Matt Cutts.

If you want to start getting your head around search engine optimisation, you’ll find this really quite useful.

Content Marketing Supply Chain

smwdna brand

Listening to a McKinsey podcast today I picked up the term ‘content supply chain‘. It relates to content marketing and the need to ensure you have a supply of content to populate your marketing channels.

It’s a great term because it implies that content production is really a central part of marketing in the digital age. Much like a solid supply chain for getting parts into a manufacturing plant, you must have a well defined approach to content production to drive the modern marketing machine.

If you’re wondering what that content might look like, here’s a handful of ideas to get you started:

  1. Customer case study
  2. White paper
  3. Technical specifications
  4. Blog post
  5. Analyst opinion piece
  6. Book or eBook
  7. Audio or video interview
  8. Event
  9. Slides shared online
  10. Facebook page
  11. Photos shared online
  12. Wiki
  13. Quora entry
  14. Podcast
  15. Twitter feed
  16. Newsletter
  17. Email campaign

The list goes on. The key is to ensure your content is valuable, engaging and interactive. Your goal is to help customers to build a relationship with your brand and not to simply broadcast marketing messages i.e. marketing 1.0.