Twitter ROI is 965% higher than Adwords. Guest post by Ehsan K

All businesses around the world operate in different ways and have different objective but, they all have one very important goal in common;  ROI.

ROI is a question you hear everywhere and almost by everyone; but in different shape and form of course.

Businesses adopted almost every new technology and platform to ensure they are seen by their customers and prospects at all times. This is particularly true when it comes to social media. However one thing has remained vague since adoption of social media, in 2009, by businesses; and that is ROI!

According to Javier Burón, Founder and CEO of SocialBro, 88% of marketers want to know how to measure ROI of their social media activities. Javier presented an interesting slide in which he broke down different channels (most used by marketers for advertising); and Twitter clearly stands out!

SocialBro

As it is evident above, every channel is pushing ROI; and of course deployment of a specific channel would depend on type of business and target audience. Thus, it is critical for businesses and marketers to know their audience well before spending money on any channel; in particular on social media where everything is all about conversation and content.

Good social media content has to be a combination of relevancy, reach and quality. Needless to say, no-one can guarantee and even achieve ROI in social media unless they are relevant and meaningful to their audience; which begins with listening. This is possibly why Twitter is constantly improving its usability and accessibility; to be easier for people to use the channel.

According to some anecdotal research, well over 65% of Twitter users are more likely to buy from brands they follow. So you can guess what would be the case if brands don’t interact with their followers on Twitter and mobile has a major role in converting Twitter followers to actual business customers. Therefore having an attribution model in place is very important; something can substantially help measuring ROI.

Search Engine Watch

So, unlike many brands competing for more followers on Twitter or more likes on Facebook; numbers, including number of posts by brands, are to some large extent irrelevant to success in social media, proactive engagement and meaningful conversations are the way forward. So, don’t worry about ROI, just try to make sense; and remain transparent and authentic at all times. this way people trust you and happily spend their money with you; then ROI in social media will no longer be vague.

Follow Ehsan on Twitter

Why a social media will is a must for this digital age. Guest Post by Nam Nguyen

Social media is the social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks.

According to theE-marketer report in 2013, the number of people around the world that used social networks increased from 1.47 billion in 2012 to 1.73 billion in 2013 and by 2017, the global social audience will be 2.55 billion.

Social media has become so big that one in four people belong to at least one social network such as Facebook, Google+, LinkedIn or Twitter. Social media platforms are connecting us like never before enabling us to stay in touch with family, friends and colleagues from around the world. Pictures, updates, conversations and tagged images from your network form nothing short of a vast memory bank for you and those around you.  Allowing you to document and life experiences and much more, or your family and friends decide to memorialise your account, those archives can be helpful.

These platforms are constantly evolving, providing value in a variety of ways to each and every one of us. It is vital though that you remember and treat your online presence as an asset, your asset.

Every time we use the internet, we create what is known as a digital footprint. This footprint, over the years becomes huge and important. It contains traces from our personal, professional and financial lives. As a result, our digital footprint becomes valuable – not only for us but for people around us as well. That is why it is important to think about – what will happen to this digital footprint when we pass away? How can we protect or transfer our digital legacy to right beneficiaries?

We collect various items as we grow at different stages of our lives.  It could a collection of stories, an archive of classic movies or a stack of letters but with the growing age of technology everything is different now. These used to be our physical assets but now it’s all digital.  As a result we have to make sure our digital assets are all protected in case something happens.

Social media has now become so big that even The Law society is now urging people to leave clear instructions about what should happen to their social media, computer games and other online accounts after their death.

Recently, Kings Court Trust highlighted the need for companies like Planned Departure. Planned Departure is an electronic vault which keeps all your digital assets such as social media accounts, emails and digital copies of other documents safe and secure. It also makes it possible for users to specify right beneficiaries for everything and releases information to right people at the right time. Have a look at this one minute video to understand how Planned Departure solves this important problem.

So to summarise, social media has become integral part of our digital life. Our social media accounts can be precious for our friends and family after we pass away. At the same time, if not planned properly, these accounts can be lost, locked or abused by identity thieves. So it is important for you to plan properly and protect these accounts by creating a social media will.

Find PlannedDepature on Twitter

 

 

Category: Social Media

How much faster did these media billionaires make their money

New versus Old Media Billionaires: Mark Zuckerberg versus Rupert Murdoch

We know that new media businesses are growing at a much faster pace than their old media counterparts. I thought it would be interesting to see just how this is affecting these wealthy businessmen in the media industry. How much faster did these new media billionaires make their money?

Check out the comparison on the infographic below.

Ben Martin Infographic New-vs-Old-Billionaires

Category: Uncategorized

The Most Important Digital Transformation Initiatives Ranked

Alitimeter lasted post it their report “the state of digital transformation for 2014” is a highly recommended read.

 

It was interesting to note that whilst 88% of organisations where undergoing a digital transformation, 42% percent of them had not mapped the customer journey but investing in digital channels anyway.

Digital Transformation Initiatives Ben Martin

In previous reports from Altimeter it showed the typically the CEO role was not leading the digital transformation projects. This report  dramatically shows a major shift in sponsorship. These projects are now shown to be driven by the

CMO, CEO and CIO (54%, 42% and 29% respectively)

Also included in their post, Altimeter asked the participants to position the most common challenges that exist for digital transformation initiatives.

Top Challenges for Digital Transformation Ben Martin

Go read the full post now, and download the report, happy reading

 

88% percent of surveyed organisations are undergoing a digital transformation TWEET THIS

Changing company culture is the number 1 challenge according to Altimeter TWEET THIS

Are You Smarketing or Smelling? Guest post by Gerry Moran

Great organizations’ sales and marketing teams converge to create a strategy, an approach, a culture called smarketing. The ones who do not do it so well are, well, are smelling.

And your Modern-Marketer customers don’t like smelling, This convergence is a natural evolution led by a better-informed and more-empowered customer.
Smarketing

Smarketing by Kenny Madden

Johann Wrede, a customer engagement specialist for SAP states, “Customers have less tolerance than ever for content-free interactions, and sellers are struggling to connect early enough in the buying journey to exert influence on the decision. To adapt, marketers and sellers need to assess and remix their skills, regardless of the organizational silo they happen to be in, rather than wait for organizational boundaries to change.” So, the customer and content is king.

Are you a smarketer or a smeller?
Why Smarketing Makes Sense

While there is no specific scorecard to discern the smarketers from the smellers, there is solid research to support the integration of sales and marketing strategy, content and activation makes sense.

Smarketing Drives Growth. Aberdeen research indicates companies who ‘get’ sales and marketing integration grow 20% faster than those who don’t. Smart marketers, right? No, smarketers!

Content Smarketing Generates Leads. HubSpot research suggests blogging companies generate 55% more leads than non-blogging companies.

Smarketing Gets Sales Reps Involved With The Buying Cycle Earlier. SiriusDecicions findings show 70% of the buying journey is completed before the buyer is recognized as a prospect and in the CRM ‘books’ by the selling organization.The key inference is that there is less chance to frame the sales opportunities and more chance to complete an RFP.

7 Guiding Principles For Smarketing Success

1. Move from silos to outcome-based activity. Day-to-day reality in many organizations manifests in managing daily call reports, creating marketing content for social media channels and communities, and closing sales for the quarter. Quarter after quarter this set of sales and marketing activities is a ‘wash, rinse, repeat’ cycle.” Rhonda Holloway, Founder and Senior Partner of Six20 Partners has a holistic solution to this chasm. Holloway states, “Sales and Marketing should be SMARKETING for the greater good, but the two roles are vastly different. Perhaps B2B companies should institute 3 month job rotations between Sales & Marketing. After the rotation, the salesperson should have a better understanding of how to partner with Marketing and better use the great content and Marketing should have a better understanding of the material that really makes a difference in the field. Both jobs are hard and I think the problem is we both think the other is easy – hence the chasm.”

2. Manage The Sales and Marketing Convergence. Corporate silos and fiefdoms (remember, the customers are in charge of the kingdom) need a strategic group or individual to bridge the gap and broker the convergence. This person is a Smarketing Director. Although I’ve not seen this official ‘Smarketing Director’ moniker, it is present in evolving smarketing organizations. They are the ones taking the leadership role by laying the foundation. They are bridging the gap between sales and marketing. Most start with a single project, like social selling awareness program or provide structured LinkedIn tune-ups to the sales and marketing departments.

3. A Sales, Marketing or Smarketing Playbook Drives Quicker Adoption. Sometimes the quickest way to drive adoption is to bake the ingredients into an established recipe, to make it new and improved! The fastest way to drive smarketing adoption is to co-opt native behavior and not to ask someone to do something completely different. Just integrate it into a smarketing play.

Smarketing 1 by Kenny Madden Are You Smarketing or Smelling?

4. Measure Smarketing Success To Monetize It. It is likely no smarketing KPIs exist for any organization. However, revenue, quota and efficiency are common KPIs. Getting out of bed isn’t a KPI either. However, you need to get out of bed and you need to use smarketing to reach revenue, quota and efficiency goals. Ultimately, success is measured and monetized by accelerated sales pipeline and fewer resources required to do the job. Heidi Schwande, Chief Digital Office For WSI World adds “Getting sales and marketing to see themselves as allies instead of rivals improves the company’s bottom line.”

5. Let Customers Guide You. Martin Weinberg, a Philadelphia-based digital leader states, “From the buyer’s perspective, it truly is one continuous journey, so this type of thinking is long overdue. Separately, it’s too easy for each department to generate activity instead of accomplishment by focusing on short-term metrics. One of the top benefits (of smarketing) would be an opportunity for more effective messaging by pre-handling real objections salespeople encounter within marketing communications. Now that most communication is digital, it’s more cost-effective than ever to take this approach, though the opportunity is often overlooked.” Kenny Madden, a Market Developer for Spiceworks, underlines the need for smarketing with the buyer, “You have to get through the 1st 50% of the sales cycle to get to the last 50%.” I’d call that “percentage smarketing!”

6. Content Marketing Strategy Is Key To Being A Smarketer. Marcy Hoffman, a Miam-based Independent Consultant who helps start-ups and small businesses who people start the process by looking for information often because they know their problem, but haven’t defined the solution; adding Knowledge/content at the beginning of the process helps identify the content creator as a leader in their industry which serves to reinforce the next stage.

7. Adapt and Adopt or Be Overlooked. Victor Clarke, principle for Clarke, Inc, a marketing services firm, states, “I have sold everything from Xerox copiers in the 80s to the first computers to be installed in the US House of Representatives and the US Senate in the 90s to marketing services currently. Sales has been turned upside down in the last 5 years with smarketing. SPIN selling is dead and sales folks either adapt or they are gone.” Mike Ausloos, Head of Business Development for Northern Concrete Construction stated “I don’t know how any system can be effective without operating with SMARKETING. Both are gathering market info & there needs to be collaboration to form the correct content, selling points, etc. seems to be missing a determiner before it.”Barbara Giamonco states in her book, The New Handshake: Sales Meets Social Media, “In the midst of this communication revolution sales must adopt a new approach that incorporates social media. When we overturn the old business practices, what emerges is something called “smarketing.” Sales and Marketing need to work in tandem, as Giamonco notes. However, some forced ‘hard wiring’ likely needs to happen for evolution to effectively occur.

Do you have a smarketing guiding principle or point to share? If so, please comment below. Or reach out to me directly at MarketingThink.com, LinkedIn, Twitter or Google+.

Combining sales and marketing to achieve company goals is key. If you do it right, then you are a smarketer. If you don’t do it right then you are a smeller. Which one are you? A smarketer, or a smeller?

15 Twitter Facts for 2014 You Need to Know Guest Post by Steven Hughes

The social media network that was never meant to be a social network, Twitter, celebrated its eighth birthday in March, 2014. The now microblogging giant has come a long way since co-founder Jack Dorsey’s first tweet, “just setting up my twttr” back on March 21, 2006.

It is now a household name, and the favorite network of celebrities and media outlets.

Twitter has become the fastest way to break news. We are seeing more television programs display their Twitter handles and relative hashtags. The power of Twitter was witnessed by millions when Ellen DeGeneres tweeted “the best photo ever” at this years Oscars that has garnered over 3.4 million retweets and counting.

Twitter went public in November 2013. The much ballyhooed IPO was a big hit as TWTR opened at $26.00 and closed at $44.90 in its first day of trading. Today Twitter trades at $44.60 despite a net loss of $34 million in its most recent quarterly report.

While Twitter has become an incredible brand, it must find a way to show profitability in the future. We don’t want the little blue bird to fly away.

15 Fast Twitter Facts

Here are some Twitter facts and figures that are worth a look.

1. A mind blowing 300 billion tweets have been sent since inception

2. Tweets with image links have 5 times the engagement rate

3. Over 20 million fake Twitter users

4. Over 241 million monthly active Twitter users

5. 184 million monthly active users using mobile

6. The cost of a 24 hour promoted trend runs about $200 thousand

7. China is the country with the most users with over 35 million

8. Katy Perry is the queen of Twitter over 51 million followers surpassing Justin

9, Number of employees at Twitter has increased to 2000+

10. 170 minutes – The average time per month spent by users on Twitter

11. 63% of brands have multiple Twitter accounts

12. YouTube is the most followed brand with over 40 million followers

13. Twitter has a market cap of about 27 billion

14. Average number of followers per twitter user is 208

15. Ellen’s photo of Hollywood stars at Oscars with an incredible 3.4 million retweets

Follow Steven Hughes on Twitter @sbhsbh

Director of Marketing http://dashburst.com 

Category: Uncategorized

How Content Transforms Salespeople [Infographic]

Forget the sleazy salesperson stereotype.

Today’s most successful salespeople act as thought leaders and industry experts, connecting prospects with content. They challenge buyers to be on the cutting-edge of their industries.

But unfortunately, many people still harbor a negative perception of sales reps. So what’s a salesperson to do? Load up on content.

This infographic explains how content helps sales teams build relationships that lead to revenue.

Use content to create revenue

Category: Blogging, Content, Sales

The History of HashTags # [Infographic]

Twitter is largely responsible for turning the hashtag -#- into a household term, and many see the success of hashtags at connecting users based on common themes or discussion topics as one of Twitter’s biggest strengths.

Hootsuite have published a post titled – “Will you miss the hashtag when it’s gone?” – in response to Vivian Schiller, calling hashtags “arcane”. Worth a read.

Ben Martin

How often do you use hashtags?

Category: Twitter