My business is all about providing strategic advice to clients, helping them to find the right path towards a successful digital marketing, CRM and data strategy. So, in my blog, I will try to bring you links to resources, articles & opinions that I think you will find interesting & thought provoking. I will also share my thoughts, opinions & comments on the latest marketing theories & projects. Hopefully, you will find it useful, thought provoking & entertaining
Marketing Magazine in the UK have claimed that Facebook are about to launch a new Linked In style B2B social network.
I have pasted the article below for you to read. However, my take on it, is that it is a realisation that Facebook isn't having the traction that it would like in b2b. I have been recommending b2b businesses to focus on blogging, twitter and YouTube for a while now and I am sure I am not alone in this. I am a huge personal user of Linked In, but do not see it as a social network.
My view, is that Linked In should be seen as a search engine for people. There are better social communities for most industries than Linked In (such as Doctors.net or Teachers.net). I believe that if people want to dicuss business issues, they use their industry forums more. So, this will be a major challenge for Facebook.
Incidentally, I have been impressed by Facebook's recent user updates on privacy, their policies and advertising. They have clarified their situation in a clear and responsible way.
Facebook is reported to be "secretly" working on a website called Facebook at Work, which would allow users to keep their personal profile separate from their work profile, according to the Financial Times and Reuters.
The new website, which is understood to be designed as a traditional Facebook page, is set to compete with professional social networks such as LinkedIn, according to reports.
It will allow users to chat with colleagues, connect with professional contacts and collaborate over documents.
Employees of Facebook are understood to be using the platform already, and the social networking site is now testing the concept with companies, it has been claimed.
On Friday, Facebook reported it would limit the number of promotional posts that appear in a newsfeed after feedback from users. It said in a blog post that from January people would see "less of this type of content in their news feeds."
I have just been reading an incredibly useful and simple blog post from media bistro - it outlines ten ways in which you can change what you put into the twitter search box, to improve your searching accuracy. It is so well written that I have pasted in some of the text below:
It’s worth noting that Twitter defaults to showing you the top results for searches – to see everything click on the ‘All’ link at the top of the screen. You can also click the button on the left to embed this search into your website via a widget, and there’s a save button on the right that lets you save the search for future use.
In short, they have acknowledged that it can be extremely frustrating if your news feed gets jumbled during live ebents like sports matches and during TV shows. The old algorith meant that the age of the tweet was one of five contributing factors. So, you could for example see a story saying that your team were winning 2-0 and then scroll down to find they actually lost 2-3.
They have now added two extra factors into the algorithm (previously they included the popularity of the poster, the popularity of that tweet, your personal interest in the poster, how recently it was posted and the type of post - favouring visual posts like video clips). Now, they will also take into account:
- trending topics (whether lots of people are also talking about the subject that your tweet is focused on at that time) i.e. during a big football match, if a goal is score, lots of people will be talking about it, so the post is more likely to be seen at that time.
- they ave also adjusted wjat they mean by interest in a post. Previously it just looked at how popular a post had been with other people who had seen it. Now that has been adjusted to take into account when they saw it and reacted, promoting the posts that have been more interesting, more recently
I think these changes are logical and helpful. It shows that Facebook is listening to their users and is prepared to adapt when they make mistakes.
If you want to read their blog post that outlines the changes in their post, then you can read more by clicking on the link below:
Thanks to Bryan Kramer (@bryankramer) for tweeting about this great case study from Ben & Jerry's, showing how they use twitter to create a local buzz as their sampling teams hit different US Cities. I have pasted the key content below, but feel free to check out www.purematter.com for other great examples and good social media advice.
Jay Curley, the Senior Global Marketing Manager at Ben & Jerry’s, spoke with Bryan Kramer during a Purematter Substance webinar on the importance of creating authentic experiences for customers.
Ben & Jerry’s takes fun very seriously. Jerry, their co-founder, said “If it’s not fun why do it?” They are infamous for their humorous approach to flavor names- from “Chubby Hubby “to “Karamel Sutra” and my favorite—“Everything But The…”.
Jay revealed that Ben & Jerry’s is much more than a “fun” brand. Every campaign they launch is carefully vetted to create authentic customer experience. They see social media as a way to bring them even closer to their customers.
One great example that he shared is the @BenJerrysTruck campaign. They take the truck on a multi-state tour and when they arrive in a city with the Ben & Jerry’s Ice Cream Truck they send out tweets to ask locals where the truck should go. As you can imagine this generates all sorts of terrific content and moments of interaction with their customers.
On their most recent excursion to Chicago they traveled around the city providing free ice cream in response to tweets. They tweeted out photos of each group of recipients enjoying the ice cream.
Here is an example of a satisfied customer tweeting about their positive B&J experience:
It seems that marketers are split equally between those looking to use content marketing to generate leads and those looking for engagement. Personally, I always advise clients to measure both using behaviours to measure engagement. What do you think?