Presented at the PCOA2015 conference: Adelaide, December 2015.
Social media has given everyone a voice—from the largest brand to the kids next door—and that makes it harder for your message to be heard. No wonder so many managers remain
cynical about social media’s role in modern business. But ignoring social media can be just as damaging as relying too heavily on it. So it’s time to bust the myths, ditch the hype and ignore
the vanity metrics as we explore how your business can identify the right channels, tactics & metrics to reach the right audience and drive concrete business outcomes.
Luzes do Natal no Parque do Ibirapuera em São PauloVera Regina
O documento lista frases de "Feliz Natal" em diferentes idiomas como inglês, alemão, catalão, coreano, espanhol, finlandês, francês, grego, italiano, japonês, mandarim e russo. Ele também menciona uma música de Natal e um parque em São Paulo.
How to Stay on Top of Facebook Ad Comments (without losing your mind)AgoraPulse
If you have an active Facebook page, you’re probably pretty good at responding to comments on your organic posts. And you probably spend some money on Facebook advertising, boosted posts, or promoted posts.
How quickly do you respond to comments on your unpublished posts (also called dark posts) — those posts that appear in users’ news feeds when you create a Facebook ad and target the news feed?
Probably not as good as you should, right? We'll show you the best ways to communicate with all these important comments. After all, they'll improve the ROI of these Facebook ads!
BrandZ Top 100 Most Valuable Global Brands 2011Kantar
This document introduces the sixth annual BrandZ Top 100 Most Valuable Global Brands report. It highlights that the total value of the top 100 brands grew to $2.4 trillion in 2011, more than the GDP of Great Britain. Apple is ranked as the most valuable brand with a value equivalent to Peru's GDP. The report provides insights into how brands are building value across different sectors and regions. It also examines trends influencing brands, such as the digital revolution and generational shifts. New this year are in-depth analyses of brand development in Brazil, China, and India.
7 Content Marketing Trends That Matter in 2017Jay Baer
The document summarizes 7 top content marketing trends for 2017:
1. Mapping customer micro-moments to understand their full customer journey and create helpful content at the right moments.
2. Creating content for current customers to improve retention rates which are more profitable than acquiring new customers.
3. On-the-fly content creation using mobile devices and editing apps to create high-quality, real-time content.
4. Brands moving from polished fiction stories to more authentic nonfiction content by embracing unfiltered, documentary-style communication.
5. Increased focus on content testing to determine what content works best and be truly committed to content marketing efforts.
6. Growing use of augmented and virtual reality by early
So many white papers and e-books are downloaded but never read. Don't let yours be among them.
So how do you turn "should read" into "must read" and eventually into "did read".
It’s a common refrain: “We’re a B2B company. We can’t do the same things those B2C funsters get up to.”
Another good one is: “Our product/industry/niche is just too serious and boring for content marketing.”
But it’s worth pointing out that shedloads of content are published every day for which “boring” might be a polite description (“predictable” and “unnecessary” would be others.)
Surely the goal of all these white papers, reports and e-books isn’t to capture unqualified leads whether or not anyone reads the content. Your content shouldn't be only relevant or even only interesting. It also should be compelling and irresistible.
Here's how.
Let Me Tell You a Story: Finding the Narrative in Your Content MarketingJonathan Crossfield
Storytelling isn't just one of many creative options in the marketing toolkit. It is an essential part of communication. If your content doesn't guide the story, the reader's brain will create its own — and it might not be the story you want.
An exploration of how our brains really work, why story is the grammar of our minds and how you can get your message across more effectively by integrating storytelling techniques across everything you do.
Hunting Hippos: Winning Approval from C-Level for Content MarketingJonathan Crossfield
All of the buzz and opportunity surrounding content marketing may have you excited about what you can achieve for your business. But how do you sell your new ideas and strategies to the boss back at the office? Stop looking at gold star content strategies, thinking "They'll never let me do anything as cool as this." You might be surprised what you can achieve if you approach your "HIPPO" in the right way.
Luzes do Natal no Parque do Ibirapuera em São PauloVera Regina
O documento lista frases de "Feliz Natal" em diferentes idiomas como inglês, alemão, catalão, coreano, espanhol, finlandês, francês, grego, italiano, japonês, mandarim e russo. Ele também menciona uma música de Natal e um parque em São Paulo.
How to Stay on Top of Facebook Ad Comments (without losing your mind)AgoraPulse
If you have an active Facebook page, you’re probably pretty good at responding to comments on your organic posts. And you probably spend some money on Facebook advertising, boosted posts, or promoted posts.
How quickly do you respond to comments on your unpublished posts (also called dark posts) — those posts that appear in users’ news feeds when you create a Facebook ad and target the news feed?
Probably not as good as you should, right? We'll show you the best ways to communicate with all these important comments. After all, they'll improve the ROI of these Facebook ads!
BrandZ Top 100 Most Valuable Global Brands 2011Kantar
This document introduces the sixth annual BrandZ Top 100 Most Valuable Global Brands report. It highlights that the total value of the top 100 brands grew to $2.4 trillion in 2011, more than the GDP of Great Britain. Apple is ranked as the most valuable brand with a value equivalent to Peru's GDP. The report provides insights into how brands are building value across different sectors and regions. It also examines trends influencing brands, such as the digital revolution and generational shifts. New this year are in-depth analyses of brand development in Brazil, China, and India.
7 Content Marketing Trends That Matter in 2017Jay Baer
The document summarizes 7 top content marketing trends for 2017:
1. Mapping customer micro-moments to understand their full customer journey and create helpful content at the right moments.
2. Creating content for current customers to improve retention rates which are more profitable than acquiring new customers.
3. On-the-fly content creation using mobile devices and editing apps to create high-quality, real-time content.
4. Brands moving from polished fiction stories to more authentic nonfiction content by embracing unfiltered, documentary-style communication.
5. Increased focus on content testing to determine what content works best and be truly committed to content marketing efforts.
6. Growing use of augmented and virtual reality by early
So many white papers and e-books are downloaded but never read. Don't let yours be among them.
So how do you turn "should read" into "must read" and eventually into "did read".
It’s a common refrain: “We’re a B2B company. We can’t do the same things those B2C funsters get up to.”
Another good one is: “Our product/industry/niche is just too serious and boring for content marketing.”
But it’s worth pointing out that shedloads of content are published every day for which “boring” might be a polite description (“predictable” and “unnecessary” would be others.)
Surely the goal of all these white papers, reports and e-books isn’t to capture unqualified leads whether or not anyone reads the content. Your content shouldn't be only relevant or even only interesting. It also should be compelling and irresistible.
Here's how.
Let Me Tell You a Story: Finding the Narrative in Your Content MarketingJonathan Crossfield
Storytelling isn't just one of many creative options in the marketing toolkit. It is an essential part of communication. If your content doesn't guide the story, the reader's brain will create its own — and it might not be the story you want.
An exploration of how our brains really work, why story is the grammar of our minds and how you can get your message across more effectively by integrating storytelling techniques across everything you do.
Hunting Hippos: Winning Approval from C-Level for Content MarketingJonathan Crossfield
All of the buzz and opportunity surrounding content marketing may have you excited about what you can achieve for your business. But how do you sell your new ideas and strategies to the boss back at the office? Stop looking at gold star content strategies, thinking "They'll never let me do anything as cool as this." You might be surprised what you can achieve if you approach your "HIPPO" in the right way.
The Art of Persuasive Content: Three Ingredients and Five Steps to Better Con...Jonathan Crossfield
Why does one blog post succeed while another on the same topic disappears without trace? And what does 'good writing' mean anyway? From Aristotle to zombies (yes, zombies), learn how the art of rhetoric can help you to develop, commission and produce more effective and persuasive content.
10 Tips to Build an Audience with Content Marketing — Lessons from the Nightc...Jonathan Crossfield
A version of the presentation recently presented at Content Marketing World Sydney as well as in a webinar for the Content Marketing Institute in May 2013.
By looking at how a nightclub builds and maintains an audience, it is possible to extract a number of lessons to help brands more effectively use social media and content marketing to get more customers from the 'dancefloor to the bar'.
Everything I Know About Marketing I Learned Inside a NightclubJonathan Crossfield
Presented at ADMA Forum on Friday, 24th August 2012, this is my attempt to show how a lot of the concepts we talk about in social media and content marketing are nothing new. In fact, there's a lot we can learn from nightclub DJs.
Is social media relevant to small business or is it just confused hype? How can a small business owner make sense of how the social web works? Facts, figures and strategy to help SMEs finally 'get' what the social web really means.
everyone talks about how the major brands are using social media - but what about the rest of us? What does it all mean to someone who only has a couple of employees and a marketing budget smaller than the coffee bill?
Not sure why social media is so important to business? Looking for some practical advice on how to develop your own SM strategy? Hopefully, this guide takes you through everything you need to know to get started,
A slideshare-friendly and updated version of the presentation I gave at the Sydney Knowledge Management Roundtable (#KMRT) on August 26th, 09.
Nett / LunchnLearn webinar "Twitter for Business" Director's CutJonathan Crossfield
This is the full unedited powerpoint presentation from the LunchnLearn webinar hosted on July 7th on "Using Twitter to gain a competitive advantage". It achieved a record number of attendees and prompted lots of discussion, so thought people might benefit from seeing the full set of slides that time prevented me from showing.
UR BHatti Academy dedicated to providing the finest IT courses training in the world. Under the guidance of experienced trainer Usman Rasheed Bhatti, we have established ourselves as a professional online training firm offering unparalleled courses in Pakistan. Our academy is a trailblazer in Dijkot, being the first institute to officially provide training to all students at their preferred schedules, led by real-world industry professionals and Google certified staff.
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISMAJHSSR Journal
ABSTRACT: Huzhou has rich tourism resources, as early as a considerable development since the reform and
opening up, especially in recent years, Huzhou tourism has ushered in a new period of development
opportunities. At present, Huzhou tourism has become one of the most characteristic tourist cities on the East
China tourism line. With the development of Huzhou City, the tourism industry has been further improved, and
the tourism degree of the whole city has further increased the transformation and upgrading of the tourism
industry. However, the development of tourism in Huzhou City still lags far behind the tourism development of
major cities in East China. This round of research mainly analyzes the current development of tourism in
Huzhou City, on the basis of analyzing the specific situation, pointed out that the current development of
Huzhou tourism problems, and then analyzes these problems one by one, and put forward some specific
solutions, so as to promote the further rapid development of tourism in Huzhou City.
KEYWORDS:Huzhou; Travel; Development
The Art of Persuasive Content: Three Ingredients and Five Steps to Better Con...Jonathan Crossfield
Why does one blog post succeed while another on the same topic disappears without trace? And what does 'good writing' mean anyway? From Aristotle to zombies (yes, zombies), learn how the art of rhetoric can help you to develop, commission and produce more effective and persuasive content.
10 Tips to Build an Audience with Content Marketing — Lessons from the Nightc...Jonathan Crossfield
A version of the presentation recently presented at Content Marketing World Sydney as well as in a webinar for the Content Marketing Institute in May 2013.
By looking at how a nightclub builds and maintains an audience, it is possible to extract a number of lessons to help brands more effectively use social media and content marketing to get more customers from the 'dancefloor to the bar'.
Everything I Know About Marketing I Learned Inside a NightclubJonathan Crossfield
Presented at ADMA Forum on Friday, 24th August 2012, this is my attempt to show how a lot of the concepts we talk about in social media and content marketing are nothing new. In fact, there's a lot we can learn from nightclub DJs.
Is social media relevant to small business or is it just confused hype? How can a small business owner make sense of how the social web works? Facts, figures and strategy to help SMEs finally 'get' what the social web really means.
everyone talks about how the major brands are using social media - but what about the rest of us? What does it all mean to someone who only has a couple of employees and a marketing budget smaller than the coffee bill?
Not sure why social media is so important to business? Looking for some practical advice on how to develop your own SM strategy? Hopefully, this guide takes you through everything you need to know to get started,
A slideshare-friendly and updated version of the presentation I gave at the Sydney Knowledge Management Roundtable (#KMRT) on August 26th, 09.
Nett / LunchnLearn webinar "Twitter for Business" Director's CutJonathan Crossfield
This is the full unedited powerpoint presentation from the LunchnLearn webinar hosted on July 7th on "Using Twitter to gain a competitive advantage". It achieved a record number of attendees and prompted lots of discussion, so thought people might benefit from seeing the full set of slides that time prevented me from showing.
UR BHatti Academy dedicated to providing the finest IT courses training in the world. Under the guidance of experienced trainer Usman Rasheed Bhatti, we have established ourselves as a professional online training firm offering unparalleled courses in Pakistan. Our academy is a trailblazer in Dijkot, being the first institute to officially provide training to all students at their preferred schedules, led by real-world industry professionals and Google certified staff.
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISMAJHSSR Journal
ABSTRACT: Huzhou has rich tourism resources, as early as a considerable development since the reform and
opening up, especially in recent years, Huzhou tourism has ushered in a new period of development
opportunities. At present, Huzhou tourism has become one of the most characteristic tourist cities on the East
China tourism line. With the development of Huzhou City, the tourism industry has been further improved, and
the tourism degree of the whole city has further increased the transformation and upgrading of the tourism
industry. However, the development of tourism in Huzhou City still lags far behind the tourism development of
major cities in East China. This round of research mainly analyzes the current development of tourism in
Huzhou City, on the basis of analyzing the specific situation, pointed out that the current development of
Huzhou tourism problems, and then analyzes these problems one by one, and put forward some specific
solutions, so as to promote the further rapid development of tourism in Huzhou City.
KEYWORDS:Huzhou; Travel; Development
I’ve used social media in my work for various businesses for nearly 8 years now. I also write a regular magazine column on the social web. So I could be described as an advocate for social media marketing.
Yet I will freely admit that a lot of the social media stuff I see from brands is terrible. There are so many myths, so many mistakes and fluffy ideas that are repeated over and over and over. No wonder there’s still a lot of confusion about how to use it or whether to use social media at all.
There are probably three groups in the audience.
Who is still a sceptic — unconvinced that social media adds any significant value?
What about the novices? Are any of you trying to use it but just not sure how?
And who are the die-hards? You’re already committed, determined that it is essential for a successful business?
Of course the problem is all three of you can often be found in the same business. That makes it very hard to reach a consensus and establish social media as an accepted practice. After all, who is right? In my experience, none of you are actually wrong.
There is so much social media snake-oil out there—so much hype—its hard not to be cynical.
For years now, we’ve been told social media will cure whatever ails ya! It can bring in more customers, improve reputations, boost sales, reduce overheads, offer better customer service, attract better employees, all manner of wonderful benefits. But big claims also need to be backed up by big results if they are to be taken seriously.
The Fournaise Marketing Group does regular research into the way businesses and marketers in particular demonstrate the effectiveness of their marketing efforts. In 2012 their research revealed that 80% of CEOs don’t trust the work done by their marketers. However, 90% of the same CEOs trust and value the advice and analysis supplied by their CFOs.
In their latest research, they dug more into the nature of that disconnect. 71% of marketers surveyed framed effectiveness as about engagement. In fact, most of those believed engagement was the same as conversion.
What is engagement? That’s what most CEOs and CFOs would like to know. But engagement usually means metrics such as social media followers, likes, shares and retweets, email opens web traffic and so on.
But are any of those engagement metrics the same as a conversion? How do they demonstrate a measurable benefit to the profit and loss figures of a business? How do you work out the ROI on a Facebook Like?
This is why social media still struggles to be taken seriously in many businesses. It may be tolerated, but it may still not be trusted by those at the top. It has become an indulgence. Marketing insists we need it. Everyone else seems to have it so we should have it if only to maintain appearances. But the numbers don’t necessarily prove anything. And that means social media constantly has to justify itself, fighting for approval out of sheer goodwill. This happens time and time again because social media is implemented without a clear business case. Justifications are retrospective. Marketers are improvising as they go, doing what the hype says they should without—in most cases I encounter—really understanding why or even how it really works.
So this presentation is aimed at all three of those groups I mentioned at the beginning: the sceptics the novices and the diehards. Because the answer to each of those questions is the same for all three.
Here’s why.
Social media is only one of a number of possible touches a person may have with a brand along the way to a conversion. Yet too often each area is treated as an individual silo with its own strategy. One team manages the website, another manages the SEO, the sales team are on the phones and the support team are managing phone enquiries too… and so on. Someties these are even utsourced to different agencies or providers, further separating each while then demanding that each demonstrates effectiveness independently of all the others.But the customer isn’t seeing mulitple silos. They’re seeing one brand in multiple channels. They expect the same messaging, the same tone of voice, the same advice on the blog or on Facebook as they get if they call the support number. But that often doesn’t happen.
SO the first thing to recognise is that social media is inextricablylinked with every other part of your business—and every other part of your business is inextricably lined with social media.
That means you need a documented strategy.
Who here has a documented strategy that includes social media? Does that strategy lay out specific goals and how those goals will be measured?
You’re not alone. While most marketers will claim to have a strategy, less than half are usually documented. And that means every other stakeholder may have a different idea about what that strategy is. An undocumented strategy is like smoke. It’s too easy to shift your thinking to fit the circumstances instead of objectively assessing success or failure based on what was originally intended. We’re not objective people. If it’s in your head, its subjective. And subjective means everyone – including your boss – will have very different expectations about how to assess the success or failure of your strategy.
How you measure each platform is also important. Likes, followers, shares and so on mean virtually nothing for your bottom line. Those numbers aren’t going to impress your CFO.
What is the intended outcome for each platform? How does it link to the broader strategy? Then measure those.
And no, Awareness or Engagement aren’t business outcomes. Marketers often cite these as goals for social media, but how do you measure them? How can you show that increased awareness impacted the bottom line in any positive sense?
What I see far more often than I would like is an approach that starts with the platform and then works backwards. We need a Facebook page.
Why? Well, because every business has a Facebook page. Sorry, not good enough. If you’re setting up a Facebook page or a LinkedIn group or an Instagram channel just because you think you should, that’s not a strategy.
You don’t buy a spade and then trying to find a hole that needs digging. Once your lawn is covered in holes, it might be too late to realise what you really needed was a lawnmower.
Last week, the Content Marketing Institute in Cleveland released their latest benchmark report on Australian marketers. One of the many things it reveals is that LinkedIn has rapidly become the most popular platform for business. But that doesn’t mean this is the mix you should follow. Only 24% of Aussie marketers use Slideshare, for example, but it can be an extremely powerful tool in certain specific use cases.
New social media platforms pop up all the time. Who here has come across Blab? Or YakYak? Don’t adopt a tool just because it’s new or because of the hype. You can burn a lot of resources very quickly for no return that way.
Start with the goal. Always. What do you need to achieve in the business. Is this potentially a better way of achieving that goal? What current issues might be addressed or efficiencies improved with the right social media strategy? Not sure? Experiment. Start a pilot program but be very clear what will prove its effectiveness.
And each platform requires different things from you. You can’t just blast the same message or content into all channels and expect results. The video that works on YouTube may fail on Facebook.
While people may use more than one platform, their behaviours and expectations will change for each. The content we seek out or discussions we join on LinkedIn will usually be more professional and work focused than on Facebook. If LinkedIn were a pin-striped suit, Facebook would be a Hawaiian shirt. So you need to adapt your approach, tailoring your messages and your content to fit.
Don’t work with too many platforms. If you only have the resources and budget and business case for one platform, then focus on making that one platform successful. If it becomes possible to add another platform later, then do so only when it won’t detract from the success of the first.
The more you stretch your budget and resources, the less effective you may become. There’s no room any more for mediocre. Your content and social media activity has to be effective.
One way some businesses attempt to do more is through automation. But while automation is useful, it is not a replacement for genuine human interaction.
Automation is also hard to get right, which is why so often is is done poorly and with generic messaging that misses the whole point.
If we want to build valuable relationships in social media, we have to be turn up! Pushing a button such as a like or follow is a split second commitment. If we want our audience to do more than just push a button - and we should if we want to convert them – we need to do more than just push buttons in return.
Businesses have a long history of demanding attention or broadcasting a message. But social media is a two-way street. We have to attract their attention and earn their respect before they will care about what we have to say.
And that means we have to speak the same lingo. We have to be approachable and show that we’re not that different to them.
I love this example from last year. Argos is a retailer in the UK and this conversation on Twitter became a bit of a sensation. The customer loved it and felt valued. Marketers applauded the Argos customer support guy for being so adaptable.
Of course you can’t fake this kind of interaction. If the Argos guy got the lingo wrong, it could have come off as inauthentic and possibly even insulting. So this is about authenticity, about gaining the trust of your customers.
Forget corporate clichés, or so called professional language. The only professional language is that that the audience clearly understands and respects.
All of this means we need to now our audiences a lot better if we’re going to connect with them in a meaningful way through social media.
But get it right, and the right people will see you as useful, valuable, helpful and essential. And that is how you get your applause.