Your Customers are Your Best Brand Advocates!

As more and more of us launch social media campaigns, the question of measurement becomes increasingly important.

Are we doing it for awareness, outreach, or lead generation?  What numbers should we care about?  Likes, re-tweets, or pins?

The answer is Engagement!  Or simple put, creating conversations around the content and capturing said discussions.

But with some many social channels out there how does a company capture all their raving fans?  To help answer that question we had Dennis O’Malley, CEO of ReadyPulse, join Tyler Pyburn and myself, on Sync Up.

A little background on ReadyPulse; ReadyPulse leverages all of your efforts across all of your social networks, catering towards online retailers.

We discussed the recent announcement by GM pulling their Facebook ads because they were not delivering.  However, GM is doubling down on the content on Facebook because that level of engagement and intimacy with clients and prospects just can’t get anywhere else.  Dennis went on to say how important it is to allow your customers to be your advocates and for them to be able to do it wherever they send their time socially and you still to be able to capture it.  Conversations are what create community which in turn will create commerce!

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Here are my top 4 Sync Up Takeaways from my conversation with Dennis:

  1. Embrace your customers
  2. Allow them to become brand advocates
  3. Capture the content conversations about your products
  4. Promote the content conversations

Social Measurement is critical to a successful social media campaign and capturing and packaging the conversations is huge part of making that happen.  Let your best customers be your advocates wherever they are!  How are you utilizing your advocates?

Video Myths Debunked – Myth 4: Online-only Media Advertising

Online-only media has it advantages when it comes to advertising, a more targeted audience base and cheaper implementation, but is it more attractive in the grand scheme?

Yes, digital video is engaging on a real-time level that traditional media can only hope to grasp at but it is also driven by the audience.  The consumer is going to dictate what type of content they want and where they want it online.  All in all, I believe that online video is more inviting for the simple fact that it is targeted.

What do you think?  Is online-only media less attractive to advertisers than traditional media? View my video below and let me know what you think:

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Be sure to watch my complete series on five video myths debunked and feel free to tweet or e-mail me ssaber at ThePulseNetwork DOT com.

Join us at IMS San Francisco in June

Fresh off our debut in New York, IMS is heading west once again to the city by the Bay and we have a pretty awesome program on tap!

As with other IMS events, I’ve tried to craft a program that features just the right mix of ‘big picture’ speakers like Chris Brogan and Tim Hayden, industry watchers and experts like Andre Bourque and Scott Liewehr and a few old friends like Esteban Kolsky, and Laura Fitton. Along with some cool demos, case studies and perspectives from the top vendors in the marketplace.

If you’re in digital or social or mobile marketing, or just trying to make sense of the new ‘content’ and ‘channels’ that are changing the face of multi-channel marketing, I think IMS is a must-attend event.

Tickets are going fast, and we are sure to sell out the Conference Center at the Fort Mason. To sign up and learn more, check out our registration page and join the conversation (Facebook and Twitter) to add your thoughts, hear what IMS means to other marketers and get the latest news on our program.

And don’t forget you can get a look at some of the great content and speakers coming to IMS by heading over to our YouTube channel and viewing our IMS San Fran 2012 video spotlight series.

Want more?  Check out my video below with Tyler Pyburn which explains what’s new at IMS San Fran and what you can expect to experience on June 12-13, 2012.

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To dig deeper into IMS San Francisco check out my video series on the upcoming event.  Also feel free to reach out to me with any additional questions, Tweet or email abonde at thepulsenetwork DOT com.

Video Myths Debunked – Myth 3: The Acceptance of Digital Video Viewership

Experts used to believe that the shift from traditional tv viewing to digital would take over five years, they were wrong it happen a lot faster and in a different way.  Digital video did not battle with traditional television instead it was accepted and became apart of the integrated experience.

Marketers, CEOs, and businesses need to understand that long-form video works within digital content.  The consumer is willing to watch online; the play now is finding how to blend your online with your offline.

Check out the video below for more on myth 3 of the five video myths debunked at the NewFront.

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Be sure to watch my complete series on five video myths debunked and feel free to tweet or e-mail me ssaber at ThePulseNetwork DOT com.

Video Myths Debunked – Myth 2: At-scale Online Video Options

Contrary to popular belief the online video space is not solely for entertainment purposes.  As I stated before, the digital video audience wants to be informed about a given topic which allows for much more targeted messaging.

The challenge becomes handling your message, I use the example of a friend of The Pulse Network whom produces political content in the Florida region.  The audience of the content is going to be deeply engaged and attaching advertisement with the pieces will be successful if you understand the viewers.  At-scale online is achievable but not with the same message that works in television and discovering what type of marketing works for the audience is the challenge.

Watch below as I address myth 2 on five video myths debunked at the NewFronts.

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Be sure to watch my complete series on five video myths debunked and feel free to tweet or e-mail me ssaber at ThePulseNetwork DOT com.

Video Myths Debunked – Myth 1: Online Video is Niche

If the digital revolution has taught us anything its that online video is not a niche trend, it is everything.  Factors like cost of production, delivery, and accessibility decreasing have greatly influenced the ability for every enterprise to utilize content however the biggest player has been users.  The online community no longer wants video to just entertain, content needs to info.
Check out the video below as Tyler Pyburn and I break down myth one of the five video myths debunked.

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Be sure to watch my complete series on five video myths debunked and feel free to tweet or e-mail me ssaber at ThePulseNetwork DOT com.

Media Use and Marketing Strategies-Thinking about the Trends

Marketers need to understand what consumers want so that they are able to set up a market that advertisers can standardize the way to sell into those markets. There are two dynamics in my marketing play book. The first is listening to what consumers want. A good way to start this is by looking at what channels users are on and see what channels are growing or shrinking. The second dynamic is participation. Users can share online coupons or by commenting on Facebook. A key to participation is that marketers have to realize which channels are deemed as participatory channels.

Through my marketing map, marketers should think about trends in 3 ways:

  1. Marketers should think ‘outside-in’ by listening, gathering preference data, investing in communities and earned media vs. paid media
  2. They need to pend less on broadcasting and mass media
  3. Finally, they need to look at growth rates and not absolute audience; along with the potential to drive participation and sharing

Below, I dicuss more trends that marketers should pay attention to.

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Watch the rest of my series on media use and marketing strategies.  Also feel free to reach out to me with any additional questions, Tweet or email abonde@thepulsenetwork.com.

Media Use and Marketing Strategies-Shifting Advertising Dollars

Where are marketers spending their advertising dollars? There has generally been a lag time between when the audience assembles and when advertisers begin to notice a large audience shifting to a different medium. A main cause for the lag is that advertisers need to get familar with the new media.

My favorite example to use is mobile media. Other media, like internet and television, tend to equalize in terms of media consumption and advertising dollars spent. However, with mobile, it is the opposite. Mobile has 10% attention and only 1% of advertising. This can be considered either a great opportuity or that people just dont want ads on their mobile devices. It comes down to how ad units and mobile behavior need to catch up with each other to create a mobile marketing strategy.

In my video below, I explain more on how advertising dollars are shifting.

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Watch the rest of my series on media use and marketing strategies.  Also feel free to reach out to me with any additional questions, Tweet or email abonde@thepulsenetwork.com.

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Media Use and Marketing Strategies-Growth of Social Networking Sites

When we talk about the second screen, we can not forget that a good amount of it can come from social media. Consumers like to have conversations about what they are watching and a great tool that tracks internet trends is comScore. In terms of overall audience, Facebook, Twitter and LinkedIn are the big 3. However, in terms of engagment with channels, two out of the top three may surprise you. Facebook is still dominant throughout most channels, but Tumblr and Pintrest are a close second and third. Users are not necessarily going to Twitter.com but are accessing it through other channels and devices.

The most recent social network that has taken the world  by storm is Pinterest. It is a rich, fun, and attractive place to hang out. Similar to the Pulse Network, they follow the motto that if you want to create engagement, you need good content. Having good content creates community.

In the video below, I discuss further the growth of social networking sites.

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Watch the rest of my series on media use and marketing strategies.  Also feel free to reach out to me with any additional questions, Tweet or email abonde@thepulsenetwork.com.

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Media Use and Marketing Strategies-American Video Consumption

The Nielson Rating System has been measuring television consumption for decades. They are now starting to measure how viewers are consuming media along with watching television. For example, if we take a case of 25-43 year olds, Nielson has measured that they watch around 28 hours of television per week and only on the Internet 6 hours per week.

The creation of the tablet has caused a great amount of blending to occur in the media landscape. The tablet has become the new communication device for consumers and truly defines the meaning of a second screen.

Watch my video below to learn more about American video consumption.

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Watch the rest of my series on media use and marketing strategies.  Also feel free to reach out to me with any additional questions, Tweet or email abonde@thepulsenetwork.com.

 

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