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Social media and the use of technology

There are nearly 60 providers of English speaking paid marketing solutions for social media: these technology providers mainly focus their efforts on Facebook as it has the most advanced ads API, followed by Twitter, Youtube, Pintrest, SU, Tumbler et el. If we look outside the English speaking world there are many many more sites and technology providers, but for now lets focus on the 60 or so (set out at the end of this blog)

Lets get on with thinking about social and the technology to make it pay.

Before your company embarks on social media marketing, questions should be asked:

  • In what ways will our business benefit from social media?
  • Do we have the appetite for social development?
  • Is our culture open to change and development?

Once you have decided you will get value from Social media and that your company has the appetite and culture to understand and take advantage of all the information social media can provide then you are well on the way to decide which tools to use (using the Facebook or Twitter or even the Pintrest interface will not be the best use of your resource)

Round two of questions:

  • Do we have a social media strategy in place – or will we need social media consulting services?
  • Do we have a social media staff in place that can handle the new software or will there be a need for training?
  • If so, who among them is best qualified to evaluate a platform or is there a place we can go to get advice on tools?

The next big topic to cover is the types of tools you need:

  • Conversational?
  • Customer service?
  • Marketing?
  • Content?
  • Video?

The you need to think about structure and KPI’s:

  • Do we have an organizational plan to integrate the use of software into our social media strategy? If not, who will create the plan?
  • How will we define success?
  • Can we absorb the additional cost of the Software and still meet our business objectives?
  • How will we benchmark success?

Once you have asked all these questions you’ll end up needing to think about the practical steps involved in grasping social media and making it work for your business and this means thinking about tools.

Non Marketing tools – analytics, video, content

Umzuzu Infergy ListenLogic Coosto Buddy/ Salesforce Cloud marketing/ Radionsix Vitrue Nmincite Bazaar voice Bottomline analytics Extole 8thbridge This moment social bakers Graph Effect Peerindex sysomos Tracx so-dash Brandwatch Simply measured Page lever Edgerank Bime Engaagor engage sciences Radiumone Synthesio Conversocial 1000 heads uberview Brandchats Alterian/ SPL Vocus Chatterbox Trackur Awareness inc Argyle Social Sentiment Metrics Demand Media Lithium Mutual Mind Spreadfast Beevole Sproutsocial Viral heat hootsuite Cyfe Follower Wonk Facebook insights Agorapulse Wildfire Klout Social Bro Reachi Crowdbooster Twitalyzer Edgerank Checker Topsy You Tube’s Audience Reach Tweet Reach TwentyFeet Twitter Counter Social Mention Social Pointer How Sociable Mentionmap TweetBeep TwitterGrader WhoUNfollowedme Qwitter Kred Social Seek Minilytics booshaka Adobe

Marketing tools – paid, content

Company Glow Radium One – UK Extole Alchemy Social Kenshoo/ social – UK Ad Parlour Blinq This Moment inc Marin Upcast/ ispy acquisio 77Agency Syncapse – clickable efrontier – Adobe adlens nanigans spruce media Optimal Rocketer ampush Bidalgo Taykey citizen net ad:dynamo Kinetic social esearchvision ybrant voxsup unified Social admixed social code social clicks searchforce Qwaya social moov Nanigans Involved Media ignitionone compass labs Clickable bright Whistle adtz adsonwall AdSage Adotomi salesforce/ buy buddy shoutlet Jainrain/ Jump gigya Opus Social Adaptly

Social media measurement

Social media measurement

There is a big issue within social media: Clients and agencies alike are not prepared to invest media and marketing money in FB, Twitter, YouTube, Pintrest, Zing, etc as they are waiting for a generic (ironic) measurement. Because they are waiting for this they fail to see that social is personal and requires your business to know, communicate, service, engage, and build loyalty to groups or individuals in a way that is unique to their business. This process and the ROI that comes from it is, in the whole, different from all other businesses, even your closest competitor, and as highlighted by Bill Staples;

…the best ideas may even be best when looked at, at store (micro) level…

This raises a question: Do the economies of scale apply to social media marketing?

I have met with many social media professionals in the last twelve months – Agency, client and tech side – all of them have agreed that measurement across clients in social is difficult. What social offers is a great opportunity for brands to understand via research, surveys and listening tools – what consumers actually think about them, and furthermore, offers a unique way to service those consumers via customer service, unique content, product engagement, offers, loyalty programs and events and to learn and report insights at both a macro and micro level. To understand all these points means that most businesses will almost certainly have to change. The first step of any social campaign for your business or for your clients business is to be audited at every level.

Firstly, you need to understand how social your business is – practically and philosophically. You then need to think more practically and find out if you actually need to involve social – of course, not all businesses need to be. Secondly, you will need to look at both the tools and resources that you need to develop a (social?) presence. If your strategy is to hire a couple of graduates, and task them with placing tweets, get those tweets approved, restrict FB, forget Pintrest, don’t even bother with the future – Etsy, Fancy, flowsee, Then this may mean that you still need to discuss further the benefits of social media to your stakeholders… not DR??  (use search and display – FB is now part of display) not CPC, CPF or CPanything, but how is your brand effected and how are your sales are effected over a long period. This assumes you have your content, engagement, and loyalty programs aligned in the first place. To align all this requires belief, investment and courage.

Social is a great space to incorporate into your marketing mix – if – and only if – you are prepared to open up your business and offer the consumer a unique insight but to reiterate and conclude, of course, this isn’t for everyone.



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