The massive social media site Twitter now has just under 650 million users and has increasingly become the place to interact with celebrities and corporations. Feedback and opinions that used to be voiced to friends or sent in a letter are now broadcast to a global audience—instantly. It has forced many brands to stand up and take notice. In fact, many companies now have Twitter accounts dedicated solely to customer service.
Yet even in a world where tweets have become a part of every successful brand’s marketing toolkit, some individuals and companies have managed to elevate Twitter to something of an art form, leveraging customer service, marketing savvy, and good old-fashioned personability to dominate the Twittersphere. Some US companies, such as JetBlue (@JetBlue), American Airlines (@AmericanAir), and Rackspace (@Rackspace), make customer service a priority and dedicate significant resources to addressing customer questions and concerns in record time.
Other brands are more focused on using social media to boost sales and eCommerce—including online fashion retailer ASOS (@ASOS), whose #BestNightEver campaign helped push the company’s sales to £78 million ($127,413,000) in December 2012 alone. In the non-profit sector, organizations such as the American Red Cross (@RedCross) and Movember (@Movember) used strategic partnerships and promotional hashtags to raise serious funds for their respective causes.
It’s not always easy to be sincere, informative, funny, and compelling in just 140 characters. But it seems that these organisations have managed to develop successful strategies for interacting with their followers, addressing their customers’ needs, and making a difference via Twitter.
South Australian Liberal Senator has taken a note out of the Miley Cyrus (insert any other publicity whore here) book of self promotion and the interwebs have rewarded him in spades.
Let us compare….
Miley Cyrus, according to most judges of musical taste, is a fairly talentless girl who has cashed in big time on none-too-subtle gimmicks to take her fame to another level.
Miley gets on stage at some globally televised music awards and “twerks” her arse all over another fairly talentless performer (yes you Robin Thicke) and creates outrage and news around the world.
Oh…and she had a new album coming out next week. A bit of outrage and controversy certainly helps album sales.
Miley had another trick up what turned out to be her non-existent sleeve when she released a video for the album’s lead single. Licking hammers and riding naked on a wrecking ball.
More outrage. More publicity. The interwebs go bananas. Miley sells more records than her talent deserves.
Miley Cyrus doesn’t care that most of us think she’s a talentless tramp using cheap tricks for publicity. Her audience is teenage girls who want to feel rebellious. They love that their parents are outraged.
Then there’s Cory Bernadi.
Cory is best known for his extreme right wing views and 19th Century values. His political career appears to be limited to saying things that even his own (conservative) party don’t agree with. They make him sit on the back benches. Even conservative PM Tony Abbott won’t give him an important role.
Cory does a few interviews in which he describes abortion as a “death industry” and equates “non-traditional families” with “criminality among boys and promiscuity among girls”. He also has an “obsession” with gay people and bestiality.
(Understandably) outrage erupts and the interwebs go nuts. Cory trends on Twitter for several days and the media spread the word.
Oh….and Cory has a new book out. Nothing like a bit of outrage and controversy to shift units.
Once again the interwebs helped out by flooding the book’s Amazon reviews with hilarious comments and the media duly reported it.
I’m not sure how the book sales are going but there is no doubt that Cory has achieved more publicity and column inches than his talent and position deserves.
Cory Bernardi doesn’t care that most of us think he is an irrelevant twat pedaling intolerance and 19th Century attitudes. His audience is ultra-conservative nutters who think the Tea Party in the USA is a good idea. They love that open-minded people are outraged.
The thing is, Miley and Cory are trolls.
Trolls need attention to stay “relevant” because their talent is not enough to do the job. The internet is the perfect platform for trolls because its fast, fluid and viral. Social networks are the perfect echo chamber for trolls to suddenly seem bigger than they actually are.
DON’T FEED THE TROLLS!!!! Without you they are irrelevant.
As the year winds down it is time to start thinking about 2014 and what it might bring in the shape of marketing trends and developments. The team at Responsys decided to tap some of the smartest minds in the industry to get a feel for what digital marketing will look like in the year ahead.
In this SlideShare deck, you’ll find insights from David Edelman, Partner, Marketing & Sales Practice at McKinsey; Charlene Li, Partner and Founder at Altimeter Group; Greg Stuart, CEO of the Mobile Marketing Association; Ann Handley, Chief Content Officer at MarketingProfs and many more.
Interestingly, you’ll find that everyone is reasonably well aligned about where marketing is headed: in order to succeed, marketers must provide individual experiences for their customers. And to do this well and at scale, marketers must orchestrate their communications based on customer data like preferences, behavior and profile information.
Most of the experts agree that marketing functions can’t continue to operate in silos and a more integrated and holistic approach needs to adopted. This is something my team and I at Sticky have advocated for years.
What are you planning to do in 2014 to make the most of your digital marketing opportunities?
In years gone by marketing was fairly simple; just interrupt a large audience with advertising. If it was creative and resulted in extra buzz it was a bonus. If was just your typical hard sell and got enough attention it could increase sales.
But then the digital age arrived, and with it came a tidal wave of entertainment and communication options. Suddenly that large audience was fragmented, niched and massively distracted. Suddenly that large audience had options and could bypass your advertising.
Suddenly your potential customer was being exposed to more marketing messages on more media that at any time in history. Welcome to the age of the distracted consumer.
A new infographic from Responsys shows just how distracted today’s consumer is. Today brands need to design campaigns to cut through the noise and capture the attention of their target audience – or risk their messages being missed.
To me, the following statistics demonstrate both the challenge and the opportunity for marketers. Yes, consumers are being inundated with marketing messages, but they are also highly receptive to well crafted messages from brands they have opted to follow or engage with. Its what inbound marketing is built upon.
The question is….what are you doing to cut through the marketing noise?
Whilst these days most businesses appreciate the ubiquity and need for social media, many don’t actually realise where to start or have a plan to make the most of their social networks.
This infographic from BigThunk and Number 8 Communications neatly explains how to start with your end goals in mind, recognizing that you need to establish your goals first when looking to your social media marketing strategy.
I just came across this fascinating post full of stats about social media usage. It was written by Belle Beth Cooper and published on Buffer.
If you’re managing social media for your business, you will be interested to know about some of the most surprising social media statistics this year.
You can read the full post here, but I thought there was too much great info that I needed to share with you. Here are ten that might make you rethink the way you’re approaching social media:
There has been a lot of talk about the death of SEO in the last 12 months. The “Panda” and “Penguin” updates by Google have certainly stirred up the online marketing community, with many suggesting that “Penguin penalties” mean that search engine optimisation no longer works or is not a viable tactic. I disagree wholeheartedly.
SEO is still the most effective means of delivering high quality, qualified traffic to a website. In fact, after 8 years of studying and optimising websites, I believe good SEO is more effective than ever.
Notice how I said “good SEO”?!
The Google Panda and Penguin updates punish BAD SEO. You know, the spammy link building, keyword stuffing, really blatant reader-unfriendly stuff. And so it should. Its crappy.
All Google has been trying to do is eliminate the rubbish so that they can serve up higher quality content to their users. If you are doing the right thing you should have nothing to worry about. In fact, my experience has been that every major Google algorithm update has actually benefited my clients.
Last week my team and I met up with a major client for an annual review. We have spent the last year working hard with them on a great website full of excellent content. We did an enormous amount of SEO work for them during this time. Here are some of their year-on-year stats:
- Overall traffic grew 223%
- Traffic from organic search grew 652%
- Non-brand related search traffic grew 1112%
- Conversions grew 196%
Try telling this customer that SEO doesn’t work. Done properly, search engine optimisation works amazingly well and will continue to do so for quite some time.
Nonetheless, the rules have changed and this has caught a lot of bad operators out. This infographic from DCI neatly explains the changes to SEO since Penguin.
Its not easy being a brand storyteller in a transmedia world. Between constantly changing technology, tight budgets, and interaction from consumers in new and unprecedented ways; brand storytellers are being forced to create new transmedia experiences by integrating dynamic content, often co-created through audience participation.
According to Getty Image’s latest infographic, effective transmedia storytelling offers consumers: more new experiences; longer extendable campaign lives; stronger emotional connections to brands; and, the ability for businesses to engage with new or jaded audiences to send brand loyalty soaring via this new media experience. For this reason, becoming effective storytellers in the transmedia marketplace is something that should be top of mind for marketers, advertisers and business decision makers.
The good news is you don’t need to analyse the science behind effective brand storytelling as this new transmedia storytelling infographic has done it for you in five easy steps.
Facebook have made many changes in the last few years. It appears their aim is to bridge the gap between companies and consumers to drive commerce, and, of course, attempt to take online advertising market share from away from Google. To do that, they have been improving their search capabilities, leading to Graph Search.
With more consumers beginning to use Facebook for searches, it’s important that your business is in a position to benefit.
In this infographic, Right On – No Bull Marketing shows you how to optimise your company’s Facebook page for Graph Search. It includes most things you need to get high Graph Search rankings to drive customer traffic to your local business.
Did you know that 72% of B2C marketers have acquired a customer through Facebook? Or that B2B marketers have found LinkedIn 277% more effective than Facebook or Twitter for acquiring new customers?
Did you know that SEO is still almost 3 times more effective than Social Media or Pay Per Click for generating leads? It’s true.
This nice infographic from the team at Wishpond spells it all out.