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Posts tagged "Social Media"

10 posts found.

  • Case Study: How a 91-Year-Old Company Got Its Groove Back

    by Christian | February 2, 2011

    The following article was written by Leah Thayer for her site daily5Remodel. Please visit her site for more great content.

    Before there was jubilation in the classrooms of one Baltimore school, and before there were more than 65,000 visits to the website of one Baltimore roofing company, there was concern that something radically different needed to happen to regain market share for that 91-year-old, family-owned business.

    Here's a brief overview of how.

    The Challenge

    Cole Roofing, founded in 1919 and now in its fourth generation of family ownership, "never advertised a day" prior to about 10 years ago, when it became impossible to ignore a steady erosion of its long-held market share, said Bill Cole, a co-owner and great-grandson of the founder. New competitors were advertising and marketing heavily, whereas Cole Roofing was accustomed to essentially taking orders.

    As Cole told us for this December d5R Snapshots feature, "Bids would come across the fax machine, and we'd estimate and send them back out." When it became clear those days had ended, "we had to do something."

    The Plan

    In 2009, after exploring and abandoning options for radio and newspaper advertising -- the costs were unjustifiable, Cole thought -- he hooked up with a small digital marketing agency called Airplane Corporation. Airplane principal Christian Childs proposed an idea: to give away a green roof, and to leverage social media to spread the word and elicit interest. Read More…

  • If You Don’t “Like” This Post, I Lose All My Social Credibility

    by Christian | December 22, 2010

    It's unfortunate, but this mindset is becoming a reality in the social web.

    Brands are turning to services such as Klout, a company that measures a persons online influence, to identify socially credible influencers. These influencers become the brands ideal customers in hopes that they will speak well of their experiences with the brand across their attentive social networks.

    Great idea, right? In some cases, yes, let the consumer do the work. Treat your customers right and they will become brand ambassadors.

    As I see it, the problem lies not with the social credibility model, but with the metrics used to identify who has credibility and who doesn't. Socially engaged people tend to engage with other socially engaged people. Heavy users of Facebook and Twitter spend the vast majority of their time engaging with other heavy users of Facebook and Twitter. Technology is becoming a huge part of advertising industry, and you can rely on an algorithm to tell you who has the most retweets and 'likes' but to rely on an algorithm to tell you who has developed the strongest real emotional human connections is a mistake.

    Technology can't develop relationships, only genuine people and genuine brands can. I know it can be easy to look at numbers and make decisions, but we can't sacrifice great relationships for great metrics.

  • ‘The Last Exorcism’ of ChatRoulette Girl

    by Christian | August 20, 2010

    Here's another great example of how a creative idea combined with social media can create great buzz for any campaign.

  • Financial Services Miss Social Media Opportunities With B2B Clients

    by Christian | July 12, 2010

    This is great post I found from Kaitlin O'Brien in which she talkes about opportunities for financial service companies to gain market share by using media channels neglected by larger financial firms.

    Financial Services Miss Social Media Opportunities With B2B Clients.

  • Social Media and the Government

    by Laura | July 12, 2010

    Social networking is about conversations, and it's a place to engage people. American politicians, companies, and the public are now online and participating in these conversations in ever-evolving ways.

    America just celebrated Independence Day, a reminder of the rhetoric from one Thomas Paine. Paine was a revolutionary intellectual and one of the Founding Fathers of the United States. His pamphlet, "Common Sense," was the most circulated piece of writing of its time and presented the American colonists with powerful arguments for independence from the British.

    Though published in 1776, the method of Paine's influence is still a modern phenomenon. The instant popularity of Paine's pamphlet as it was near instantaneously  circulated amongst the American colonists closely mirrors the way social media can spread ideas today.

    Paine's pamphlet was essentially a political blog, which now proliferate. Politicians are using social media because it's a way to engage people. Some tech-savvy politicians have even adopted the growing social platform FourSquare, a location-based social network that allows users to "check in" at locations. Consider Patrick Kennedy, a 27-year-old Democrat from Arkansas, and his campaign for Congress. Kennedy "checked in" when visiting constituencies, giving supporters the ability to stop by and meet with him.

    Read More…

  • BP, prudent to understand that the internet is a crucial part of spreading their message.

    by Laura | June 29, 2010

    Regardless of one’s opinion on the BP oil crisis, there is no question that the company has been working hard to broadcast their message. BP is a high profile example of how a company can use digital, social and traditional media, as well as PR to get their message to the world.

    The company is using traditional outlets such as print ads and television spots, but has also adopted tools such as Facebook, Twitter, Flickr and YouTube to spread their message. BP, which didn’t previously have a YouTube channel, now has one of the most subscribed channels with over 800,000 views.  BP also created a microsite dedicated to the oil spill cleanup operations, hosted on the company's main Web site. This is an important outlet to present up-to-date information on what viewers are interested in seeing.

    BP was prudent to understand that the internet is a crucial part of spreading their message. However, the digital world is a transparent one – and BP is quickly learning this. Social media, although a great tool to convey content, is simply a tool. BP must still produce engaging content to communicate. Modern communication tools allow the message to spread easily, even if the message is that CEO Tony Hayward wants to get his life back.

    Read More…

  • The Future of Marketing – Value Creation For Mutual Prosperity

    by Christian | April 26, 2010

    The single greatest differentiator in successful social media campaigns versus unsuccessful ones is the perceived value of the campaign by the participants.

    It is essential you give the participants, your clients and potential clients, the value they demand for their time. Anything from a free sample to a brief moment of humor to an informative anecdote can create value. What's important is that the participant is rewarded for their engagement. In return, the reward for your company is a new brand ambassador. Social marketing's effectiveness comes from the trust you create with your clients, your client's friends and your client's influencers. And the more brand ambassadors you create the greater your chances of success.

    What value has your marketing efforts created for your clients today?

  • Neilson Report on Facebook Ad Effectiveness

    by Christian | April 20, 2010

    Please note that much of the content from this post comes from Jennifer Van Grove's article on Mashable.

    Nielsen analyzed over six months of survey data from 800,000 Facebook users in response to more than 125 Facebook ad campaigns from 70 different brand advertisers. After analyzing the data the study concluded that earned media and social advocacy contributed to Facebookers being much more likely to notice ads, absorb their content and make purchases.

    The data clearly shows that the social advocacy of earned media played a substantial role in the performance of homepage ads on Facebook. According to the data, ad recall grew from 10% to 16%, awareness doubled from 4% to 8% and purchase intent quadrupled from 2% to 8%. That last metric is perhaps the most telling, and shows that when a Facebook user advocates for an ad, the ad is 4x more likely to result in a purchase.

    Read More…

  • Proof That Social Engagement Equals Higher Revenue

    by Christian | March 14, 2010

    The way to connect with your customers and clients is by understanding them, engaging them and developing authentic relationships. Social media allows us to develop those relationships through its multitude of channels.

    So as your customers flood to the Internet we strategically find ways to meet them there and not only make sure they are aware of your brand, but bond with it through conversations made possible with social media.

    Sounds good right? But where's the proof that it works? A report,“Measuring the Social Engagement of The World’s Most Valuable Brands—Who’s Most Engaged?” provides great news: affirmation and reward for social media leaders as well as evidence and direction for the followers.

    According to this collaborative study conducted by Charlene Li of The Altimeter Group and Wet Paint, engagement can not only be measured, there is evidence that financial performance correlates with level of engagement. Meaning, it’s *not* just about starting a Facebook page. In fact, it’s all about the multi-channel, deep-and-wide engagement initiatives companies use.

    Research conducted on the world’s top 100 most valuable brands revealed a surprising conclusion: While much has been written questioning the value of social media, this landmark study conducted by the Altimeter Group and Wet Paint has found that the most valuable brands in the world are experiencing a direct correlation between top financial performance and deep social engagement. The relationship is apparent and significant: socially engaged companies are in fact more financially successful.

    Read More…

  • Social Media Marketing Examples

    by Christian | March 9, 2010

    Almost daily I’m asked by business owners and new business directors for examples of companies using social media to promote their brands. The best resource that I have found is Peter Kim’s list. It currently exceeds over 300 companies and is a great place to get started.

    Being Peter Kim: A List of Social Media Marketing Examples

    Peter has also compiled examples in The 22 Step Social Media Marketing Plan