What can Twitter’s Vine offer B2B content marketing?

kitten gif

Twitter’s launch of video sharing service Vine offers an opportunity for B2B marketers to create visually appealing content that can be posted on Twitter and Facebook.  In a similar way that Instagram operates for photos, Vine provides a platform for creating and sharing animated GIFs.

However, for a services organisation the use of photo sharing sites can sometimes be a bit of a stretch.  Yes we’ve all heard the mantra to “show” not “tell” people about our products and services, but the truth is, this can be difficult in a services environment.  Whilst we churn out a lot of printed material, little of it is visually engaging and packaging it in such a way that it can be easily published and shared on social sites can prove difficult.

So what are the options? Continue reading “What can Twitter’s Vine offer B2B content marketing?”

SoundCloud – video may have killed the radio star but audio is far from dead

25 days into 2012 and I thought it’s about time I reinvigorated this old blog of mine.  My muse deserted me in 2011 and inspiration was hard to come by – but I’m feeling positive about 2012 and what better way to start things off than with a little music…

I downloaded the SoundCloud app for iPad over the weekend and feel like I contributed to the 10 million user milestone reached by the online audio distribution platform on Monday.

From my brief trawl through the site it’s a way for DJs, bands and artists to upload  live and recorded tracks and remixes – a way of promoting their music which will entice fans to purchase their recordings or attend their live shows and earn them money as they build a following.  Users can also record tracks using the site.

Some of the tracks are available as free downloads, or you can livestream the music on your preferred device. Continue reading “SoundCloud – video may have killed the radio star but audio is far from dead”

My new year’s resolution – write more!

The stats helper monkeys at WordPress.com mulled over how this blog did in 2010, and here’s a high level summary of its overall blog health:

Healthy blog!

The Blog-Health-o-Meter™ reads Fresher than ever.

Crunchy numbers

In 2010, there were 15 new posts, growing the total archive of this blog to 41 posts. There were 10 pictures uploaded, taking up a total of 694kb. That’s about a picture per month.

The busiest day of the year was February 17th with 59 views. The most popular post that day was Big brands and their digital plans – in the firing line!.

Where did they come from?

The top referring sites in 2010 were twitter.com, lmodules.com, delicious.com, media-creativity.com, and bigextracash.com.

Some visitors came searching, mostly for social media marketing case studies, social media case studies 2009, digital eminence, reflexology, and wendy tarr.

Attractions in 2010

These are the posts and pages that got the most views in 2010.

1

Big brands and their digital plans – in the firing line! February 2010

2

300 Case Studies of Social Media Marketing November 2009
17 comments

3

Digital eminence – building your personal brand online February 2010
3 comments

4

About Wendy Tarr June 2009
5 comments

5

Reflexology: Unlock your (Business) Chi June 2009
2 comments

My new year’s resolution is to write more often and post more frequently!

How Fortune 100 brands are using social media

The Global Social Media Check-Up 2010

Interesting stats on how Fortune 100 brands are using social media.  The study considers Twitter, Facebook, YouTube and corporate blogs. 

Slide 5: Interestingly, Twitter is the most popular social media tool, perhaps because it allows companies to promote existing content rather than create new content.  In my experience it was easy to set up a Twitter account and post frequently.  Identifying subject matter experts to participate in a corporate blog was a harder proposition, and once identified, gaining their commitment to post frequently was even more difficult.

Slide 9: Only 40% of Asian companies are on Twitter and most use it to communicate with Western stakeholders – I wonder how many non-English language Twitter accounts are live?

Slide 12: Analysis claims that stakeholders want to hear what companies are saying based on the number of followers and tweets about companies.  These stakeholders would also comprise business partners, competitors, employees… Depending on the organisation’s Twitter strategy pure numbers aren’t necessarily a sign of success.  Better metrics would be linked to engagement and potentially lead generation or conversion.  Again, the metrics need to be mapped to the strategy behind the company’s Twitter account.

Slide 19: US companies are the most prominent on Facebook with 69% having fan pages.  I’d be interested in understanding the split between B2B and B2C organisations.  I also feel that cultural differences play apart, as well as age groups and gender.  Some of my more cynical colleagues would NEVER join the fan page of a brand – and look at the stats, it appears my fellow Aussies in the Asia-Pac region are also more reluctant to become “fan’s” of brands.  However, with Facebook adoption so mainstream, it appears that people are looking at fan pages as a way of conversing with brands and voicing opinions (Slides 22-23).

Building connections – social media behind the corporate firewall

Building connectionsJust when I was starting to doubt whether there’d be any opportunity to utilise collaboration tools at my new company, we wrap up an offsite meeting with a great overview of the social media vehicles available for employees.

Twitter

Similar to IBM’s Blue Twit, Infosys have created their own internal version of Twitter.  Continue reading “Building connections – social media behind the corporate firewall”

Generating marketing responses: is it a numbers game?

The implementation of a marketing dashboard built using Cognos (a plug for what’s proving to be an indispensable tool) has meant that, for the first time EVER, we’ve had a single view (almost real-time) of all the responses generated from our marketing activity.  I’m building a scorecard for my team to ensure we generate sufficient web responses (i.e. someone has given us their contact details) to meet our targets…

And the data is giving me a headache.

I’d like to say that my headache is caused by analysis paralysis.  But no – the data is giving me a headache because the numbers DO NOT STACK UP.  In a B2B environment we don’t have the luxury of generating thousands of responses.  Current conversion rates for web responses are low, in part because of the complex solutions we sell and the lengthy sales cycles involved.  It’s almost impossible to attribute a white paper download to a deal worth thousands (hundreds of thousands/millions) of GBP£.  (How we’re able to attribute the same opportunity to a customer attending an event has me shaking my head in exasperation…)

In fact, current measurement systems make it very difficult to justify the investment in digital tactics FULL STOP.  And the measurement issue drives self-perpetuating behaviour.  Tactics are chosen because they are easier to measure, not necessarily because they are the right thing to do.

So I look at my lead targets, the number of responses required to meet these, and the lovely Cognos cut of what the web is generating, and a couple of things become clear: Continue reading “Generating marketing responses: is it a numbers game?”

Digital eminence – building your personal brand online

I’ve had a number of conversations recently about running internal workshops to help some of our consultants build their digital eminence, and I thought I’d put together some of my ideas.

First things first, let’s take a definition of eminence:

1. a position of superiority, distinction, high rank, or fame

And digital eminence?  I came across the following definition on an IBM internal community:

“Digital Eminence is a term that describes/defines the digital contributions that a user makes that add value to others.

Users with high digital eminence publish high quality articles, blog entries, and add value to key online business discussions.  These individuals not only produce/publish information, they also consume existing information and contribute by rating that content.  Evidence of their eminence is supported by others who have rated their contributions as valuable and have tagged them for reuse by others.”

What are some of the steps you can take to build your brand online? Continue reading “Digital eminence – building your personal brand online”