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Social Media Marketing News & Analysis

Ekaterina Walter: Success Is a Team Sport

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The most influential Renaissance man in digital marketing is quite likely a woman.

Ekaterina Walter not only has an attention-getting title — global evangelist at Sprinklr — but is also a passionate marketer, bestselling author and highly regarded international speaker.

She's also proud of her roles as a wife and mother, enjoys dancing, camping and seeing the world, and "tweets with a European accent."

After spending more than 10 years as an integrated marketer and social media leader at Intel and Accenture, she went on to become the co-founder and CMO of Branderati, which was acquired by Sprinklr earlier this year. Somewhere along the way, she found time to write two books, "Think Like Zuck" and "The Power of Visual Storytelling" and also gained recognition for her innovative thinking.

How to Use Twitter to Influence People and Make Sales

Ever wonder what top sales people tweet about? Is it all business all the time — or do they spice up the conversations with tidbits about their personal lives? What information do they share — and why?

If you're eager to know the answers to those questions and more, you can reference a new report called, appropriately enough, How Sales Leaders Engage on Twitter (registration required), a collaboration between Leadtail and Hoovers.

RIP Google Authorship: What It Means and What's Next

2014-11-December-Typewriter.jpgBack in 2012, AuthorRank was a hot topic among the SEO and inbound marketing sect.

Similar to PageRank, which aims to establish authority for domains and pages on those domains, AuthorRank was thought to be the key to measuring individual authority. Although Google never officially referred to it by that name, they patented techniques to use individual reputation as a search ranking suggested as much. Once awareness of the patent went public, the SEO industry quickly began talking about it as individual authority.

Author Authority would have made it much easier to rank people in different areas of expertise. It would reduce spam and scammy behavior, and push reputable content creators up the SERPs. What could possibly be wrong with that end result?

The excitement was nipped in the bud on Aug. 28, 2014 when, in a surprise move, Google’s Webmaster Trends Analyst John Mueller announced via Google Plus that the Google Authorship program was coming to an abrupt ending.

Discussion Point: To Cross-Post or Not to Cross-Post on Social Channels

Discussion-Point-640x480.jpgMarketers are falling short when it comes to building real social relationships with their customers.

This from the recent Forrester report, "Social Relationship Strategies That Work," which suggests that more often than not, the carefully crafted messages they post on social media essentially go off into space. Customers either miss them or ignore them. “Top brands Facebook and Twitter posts reach only about 2 percent of their fans and followers, and less than 0.1 percent of fans and followers interact with each post,” according to the report.

It's a crowded field and businesses are looking for effective strategies to engage with customers on social media.

This means answering more detailed questions about how, when and what to post. To save time, some marketers cross-post content on social channels -- is this a good or a bad idea?

6 Things We Learned About Facebook's First Intern

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First, the good stuff.

Mark Zuckerberg has no secrets beyond what the public already knows about him.

The movie, "The Social Network" was BS. 

Justin Timberlake made Sean Parker seem like a rockstar when he's really just a nerd.

And the jury's out whether Darian Shirazi, Facebook's first intern, was portrayed in the movie.

(Ah. The self-indulgent reporter Facebook stuff is out of the way.)  

We caught up with former Facebooker Shirazi, now 27, to talk about the marketing software industry.

His two-year run as intern and employee at Facebook behind him, Shirazi went on to invest in several technologies before launching three years ago what's now Radius, a San Francisco B2B real-time marketing intelligence platform company that's up to about 60 employees.

Here's what we learned about Shirazi and his company: 

Smarter Advertising Strategies for Facebook

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Facebook may be a source of daily amusement (or annoyance) for many, but it’s also a growing and evolving advertising platform for businesses.

Recent changes to the social media giant, including the decision to shut the like gate, are changing the way Facebook advertisers do business.

Experts say businesses who want to use Facebook effectively to attract customers are increasingly going to need some new strategies in their toolbox.

B2B Organizations Still Not Sold on Social Selling

Most B2B organizations do not embrace social as a legitimate sales channel. And even less are offering training on social selling to sales professionals.

Those are some of the findings of PeopleLinx's November survey of 254 B2B professionals on how they and their companies view social in the sales cycle. PeopleLinx offers a social selling platform.

Only 22 percent of organizations encourage sales professionals to use social as one of their channels, and only 11 percent of companies offer training on social selling.

"I think that tells the whole story," said Michael Idinopulos, chief marketing officer for Philadelphia-based PeopleLinx. "There is a real opportunity here. A lot of research says that sales reps that use social selling outperform their peers, but companies are not yet leading the charge with their employees."

Salesforce Social Studio Targets Organizational Silos

Salesforce unveiled its Social Studio marketing platform inside its ExactTarget Marketing Cloud in May, which brought together $3.4 billion worth of acquisitions in a platform for social content marketing, engagement, publishing and analytics.

The platform gets a boost this month as the San Francisco CRM giant released enhancements to its Social Studio that include the ability to deliver messages to customers across the Salesforce Sales Cloud, Service Cloud and Marketing Cloud from one platform.

Analyzing Social Media? You're Doing it Wrong

2014-10-November-Chatter.jpgThe days when brands had complete control over their positioning are long gone. Consumers can now impact the shaping of a brand, particularly through social media. Brands follow what consumers are saying, where they are saying it and how deeply certain themes permeate the overall conversation on social media -- but taking action from this information isn’t as easy as it seems.

Brands often count numbers without understanding context. They focus too much on one channel while ignoring all others, or fail to gauge the collective opinions of the crowd. Instead they focus on a few overly positive or negative mentions, and stay too caught up in the moment to observe trends over time.

Each of these faux pas is easy to commit, and every one of them can have profound consequences. But it doesn't have to be that way.

How To Leverage Twitter Analytics

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I use Twitter on daily basis — so much so that I sometimes overlook how some people still struggle with understanding how to write a basic tweet.

Twitter has answered that struggle in launching Twitter Analytics, a dashboard suite. The dashboard is helpful in highlighting how well a profile is engaging with its followers, but is also supports the reach strategy for Twitter’s recent advertising services.

Here’s how reporting in Twitter Analytics can ensure that your social media strategy is effective.

Take That, SF Giants! KC Wins Social Media World Series

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San Francisco must be a ghost town today -- not just for Halloween.

It's because it's a city of losers.

After all, the Kansas City Royals and their fans won the Social Media Mentions World Series over the hometown Giants.

Depression by the Bay? Yep.

Sure, the Giants won their third World Series title in five years last night by defeating the Royals, 3-2, in the decisive Game 7 in Kansas City.

Sure, they'll be talking in 100 years about Giants pitcher Madison Bumgarner and his three World Series wins like we talk today about Babe Ruth.

But in social media, the score was Kansas City 2 million, San Francisco 1.4 million. Take that, Bumgarner, San Francisco and your one-every-two-years World Series championship pace!

Top Challenges for Multichannel Marketers #DMA14

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Two-thirds of marketers in enterprise companies fail to tightly coordinate campaigns across all marketing channels, and just 43 percent state that their marketing departments share common goals across channels, reveals new research released during this week’s Direct Marketing Association (DMA) Annual Conference in San Diego. 

The report (registration required), sponsored by Yes Lifecycle Marketing, was based on a survey of more than 300 marketing executives in large- and mid-sized companies, and found that organizational silos continue to hamper marketers from effectively implementing multichannel strategies.

The Magic of Meaningful Customer Experiences #DMA14

Magic Johnson gave the ultimate demonstration of personalized marketing yesterday, as he stood in a room full of admiring marketing professionals and posed while smartphones captured photo after photo of the NBA Hall of Fame Legend-turned-entrepreneur.

One of the day’s keynote speakers at DMA2014 in San Diego, Calif., Johnson continued connecting with the audience by avoiding the stage, and instead circulating among attendees throughout his entire talk on creating meaningful customer experiences

Length is Everything [Infographic]

All that stuff about size is silly. The real thing to worry about is "How long should it be?" — the question every student has asked since a teacher assigned a report on topic (fill in the blank) for homework. 

Length has grown nothing but more important in the online world, a fact anyone who has struggled to trim a too long tweet understands. 

So how many characters long should a tweet be to get the most engagement, or how many words long should a blog post be so that it actually gets read? The team at SumAll, a company that markets a social media analytics and business dashboard, knows.

Jeff Dachis: Still Leading the Digital Revolution After All These Years

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Jeff Dachis is the kind of guy who responds to a tweet in the middle of the night. But what else would you expect from an entrepreneur whose titles include co-founder and former CEO of Razorfish, founder and CEO of the Dachis Group, chief evangelist at Sprinklr and mentor at TechStars, Capital Factory and the Founder Institute?

Dachis has spent the past 20 years "navigating the dramatic shift in the marketplace" brought about by digital, mobile and social technologies and "has tried to help unlock the value and impact created when people can connect, share and engage with each other."

He's not only a pioneer of the digital revolution, but one of the most adaptive participants. Earlier this year, he evolved again — from the head of Austin, Texas-based Dachis Group to the Chief Evangelist and advisor at New York City-based Sprinklr.

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