Tips for Risk Mitigation in Regulated Industries – Shwen Gwee’s Spotlight on IMS

April 12, 2013 by

In this Spotlight on IMS, Shwen Gwee sits down to discuss the implications of digital media in a highly regulated industry.

What happens when your company is in a highly regulated industry?

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Know Your Company’s Risk Tolerance

In order to understand your company’s risk tolerance, one must first be aware of the organization’s approach to social media and digital marketing for the company and/or its products.

Conservative Approach:

Companies that take a conservative approach to social media and more risk averse should utilize platforms and channels that allow social media managers to utilize these channels as a tool for social listening and market research.  Use these options to take a passive approach to a social media strategy and learn about your targeted market’s wants and needs. Shwen uses the examples of producing podcasts and YouTube videos (with commenting disabled) as possibilities for companies look for a one-directional social media strategy.

Moderate Approach:

Businesses who take a moderate approach to social and digital marketing have a variety of options for their social media strategies. For these companies, using channels that allow for users to add comments and content are acceptable, but the comments must be moderated. Social media managers for these companies need to maintain a level of control where they can steer conversations while lessening the risk factor.

Active Approach:

Many large brands use their social media channels actively and use them as a means of carrying on a two-way conversation with their customers. These companies are those that are willing and ready to execute more complex social media campaigns, engage with their customers during these campaigns and encourage user participation.

Work with Legal and Regulatory Teams

By working with your company’s legal and regulatory teams, social media managers can set expectations for the timelines surrounding content publishing. Does every Tweet need to be reviewed by upper management? Does every Facebook post need to be approved before it is shared?

In the past, traditional media – newspapers and magazines, for example – had a timeframe for when written content could be approved before publication. This timeframe is much longer than what social media allows for. In social media, content is created on a much more frequent basis, so creating an efficient means for creating, approving and sharing is critical. A company’s legal and regulatory teams can assist with defining what content needs approval and what can be published by social media managers as well as the appropriate channels for response.

Set Explicit Expectations

Be transparent about your social media guidelines with your audience. By setting terms and rules and informing users that inappropriate comments or conversations will be moderated, users will be able to have a better understanding of what to expect from an organization’s specific social media channels. This will help social media managers drive and manage the engagement and conversations.

The Pulse Network is very excited about the Inbound Marketing Summit which took place last week in New York City. Our upcoming Inbound Marketing Summit is taking place in San Francisco, July 30-31. You can register today for only $25 – click here to reserve your spot for this low price.

Check out the rest of our Spotlight on IMS New York series, featuring some of the brightest minds from the IMS Community, as we roll them out over the next few weeks leading up to the show.

Want to continue this conversation? Feel free to Tweet to us @IMS_Conference, @ThePulse, or join in this conversations with Shwen Gwee and the rest of the IMS Community using #IMS13.

*Please note: Since the time of filming this IMS Spotlight, Shwen Gwee has moved on to become Chief Digital Officer at Chandler Chicco Companies.

Filed Under: Content Marketing 360, IMS New York 2013, The Pulse on Marketing Tagged With: , , , , ,

5 Keys To Successful Calling Campaigns – Patrick Cahill’s Spotlight on IMS

March 28, 2013 by

Patrick Cahill of Beep! Directed Voicemail discusses his 5 keys to successful calling campaigns in this Spotlight on IMS. Patrick emphasizes the importance of teaming targeted messaging across all platforms with your calling campaign in order to effectively reach your potential customers.

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The Pulse Network is very excited about the Inbound Marketing Summit. We hope to see you there. Still need to register? It only takes a minute to reserve your spot today.

Check out the rest of our Spotlight on IMS New York series, featuring some of the brightest minds from the IMS Community, as we roll them out over the next few weeks leading up to the show.

Want to continue this conversation? Feel free to Tweet to us @IMS_Conference, @ThePulse, or join in this conversations with Patrick Cahill and the rest of the IMS Community using #IMS13.

Filed Under: Content Marketing 360, IMS New York 2013, The Pulse on Marketing Tagged With: , , , ,

IMS New York By the Numbers

March 8, 2012 by

If we learned anything from last week’s Inbound Marketing Summit New York, it’s that we are fascinated by numbers.  As marketers and content creators, numbers are always on our mind, from the actionable data that drive our strategies to the social media scores that define our online presences. At this year’s IMS, even an armchair numerologist could attach a lot of numerical significance to the event, from the curious timing of the event (February 29) to the venue name (404), to the data-driven marketing ideas that permeated every session and conversation.  There is no doubt: In the year 2012, data is on every marketer’s mind.

From the event’s onset, The Pulse Network set to create a rich body of data from the tweets and social conversations surrounding the event. One week later, I’ve taken a look back at the numbers that define the Inbound Marketing Summit experience and have put together something that I like to call the…

IMS Social Chatter Index

•       Total number of tweets using  the hash tag #ims12 during the two-day event: 1339

•       Average Tweets per hour: 28

•       Hour with the most #ims12 tweets: 9:00am – 10:00am, Wednesday, February 29 (142 tweets)

•       Total number of tweets using the hash tag #ims12 during the entire week: 1614

•       Average Twitter followers per #ims12 hash tag user: 3231

•       Average Klout Score of #ims12 hash tag user: 37.5

Most talked about presentations:

•      Tim Hayden, 121 tweets (featuring hash tag #ims12) during his 40 minute presentation

•       Chris Brogan, 106 tweets during his 30 minute presentation

•       Trip Kucera, 77 Tweets during his 30 minute presentation

You can learn a lot of interesting things by looking at the numbers and this is only the tip of the ice berg.  And yet, by any measurement, The Pulse Network’s debut Inbound Marketing Summit in New York was a smash.

 

Filed Under: The Pulse on Marketing Tagged With: , , , ,

What to Expect at Inbound Marketing Summit New York 2012

January 6, 2012 by

2012 is going to be huge for the Inbound Marketing Summit. 

Here’s what’s new:

….and the best part is you do not have to wait until Fall for the summit; IMS New York 2012 happens February 28-29 at the 404 in Manhattan.  Learn about all the great changes that are going to occur in New York below:

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Want more information on IMS New York 2012? On the Inbound Marketing Summit in general?  Please feel free to e-mail me at abonde@thepulsenetwork.com or tweet me.  Also keep checking The Pulse Network Blog as I will be breaking down all the new changes going down in New York.

Filed Under: The Pulse on Marketing Tagged With: , , , , , ,

The Pulse Network Solutions – Twitter Promotions

August 15, 2011 by

This is part four of a five part series between Butch Stearns, host at The Pulse Network, and Allen Bonde, Chief Marketing Officer at The Pulse Network, as they explore the lifecycle of digital marketing and the new solutions offered by The Pulse Network.

 

In this episode Butch and I look at Twitter and how this social channel has emerged as a key communication tool, listening platform and even an efficient ‘list builder’ for digital marketing campaigns.

From a marketers’ standpoint, Twitter is deceptively simple. Find some folks to follow, reply to a few tweets, push out updates, and repeat. Yet, when you think of Twitter as a campaign platform with some similarities to both Facebook, in terms of running promotions, and email marketing – but with a self-building list – its potential gets pretty interesting.

And if you are focused on reaching influencers as part of a B2B marketing campaign, Twitter become even more attractive.  Especially when you consider that the profile of many early (and heavy) Twitter users is concentrated around analysts, marketers, media types, and technology buyers.

Functionally, Twitter also plays a distinct role vs. Facebook and LinkedIn.  If Facebook and LinkedIn are all about a ‘place’ (for your content and discussions), Twitter is more of a ‘time’ – where you interact, and sample what’s hot, and link your friends to what’s interesting.  But in many cases that content lives elsewhere – like on your blog or Facebook page.

Successful social marketing is about programming, and aligning with the language and social gestures of each channel. At a high level, there are three steps we follow at TPN when building your presence on Twitter and launching a campaign: an assessment of your goals, content mix and audience; development of a campaign calendar; and promotion building – think contests and fun ideas that promote engagement within your community (using a tool like Offerpop). For example, we promote our Inbound Marketing Summit event through different social media by creating promotions on both our Facebook and Twitter page, and amplifing these programs via special hashtags and our website and email newsletters.   Remember – even while you focus on one channel like Twitter, it’s all about engaging everywhere!

 

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I’d love to hear what you think.  How are you using Twitter as part of your marketing mix?  And in case you missed Part 3, I explained how our Executive Briefing 3.0 helps to break the bottleneck in getting executives to blog and post on social channels like Twitter.

 

Allen Bonde is the CMO of The Pulse Network and can be found on Twitter or email, abonde@thepulsenetwork.com.

Butch Stearns is the COO of The Pulse Network and can be found on his Blog, Twitter, and LinkedIn.

 

Filed Under: The Pulse on Marketing, The Pulse on Tech Tagged With: , , , , , , , , , , , , , , , , ,

Driving Revenue – Revenue Model at The Pulse Network

July 28, 2011 by

 

This is Part One of a Five Part Series Featuring Colin Bower, Chief Revenue Officer at the Pulse Network, and Butch Stearns, Chief Operating Officer at The Pulse Network Discussing the Topic of Generating Revenue.


Every company needs to make money to remain viable.  The trick is discovering the most efficient way for your business to take what it does best and turn it into revenue.

At The Pulse Network, we generate revenue by creating and syndicating content for targeted communities.  But content goes so far beyond videos and images.Content takes many forms, and there’s potential revenue in every piece.  One of the ways that we create content is through face to face events, such as Inbound Marketing Summit.

I sat down with Butch Stearns to discuss the different types of content The Pulse Network creates, and the revenue model we’ve created to use that content.

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In Part 2 of this series, we’ll discuss the five ways that The Pulse Network monetizes its content.

Filed Under: The Pulse on Marketing Tagged With: , , , , , , , , , , , , ,