Take control of your social media. Marketing automation isn’t a new concept. It has been used to great effect in the more traditional forms of marketing for the past decade. Companies like Marketo and Infusion Soft have created wonderfully useful platforms and tools that help businesses attract, nurture and manage their leads through web and email marketing flows.
Data Junkies, dealers and overdoses: How too much social media data might be killing your marketing efforts.
If you are one of those social media data junkies who is still hooked on the hard stuff, with an expensive £1000 a month habit going out to some silicon valley dealer then read on – it’s never too late, we’re here to support you and get you back to your old self.
1. Authenticity is king right? Well… no.
If you’re not doing it, you can bet your competitors are. Competitor analytics, as the study of how brands stack up against one another in any given market or industry, has become a key barometer for success and longevity and the hierarchy between brands has now moved across into the social sphere. Whereas once a brand’s health may have purely been derived from revenue and gross profit, today there are more subtle and telling metrics that define and predict the long term success of any given company. They can be tracked most effectively using social media metrics, which is essentially a hard line into exactly what customers are thinking about a brand and which is why it makes is so compelling and objective.
The fight for social media marketing success requires intelligence, not muscle. The first question you may want answering is “when is GoT season 5 coming out?!” That would be April 13th 9pm. Now that’s out of the way you might ask what Tyrion Lannister and social media marketing have in common. Well, it turns out rather a lot. Just like the imp who constantly out manoeuvres his adversaries despite his diminutive stature – so to can small brands slay giants by using their minds instead of their muscle.
Marketing is a dark art, part science – part story. Get it right and the rewards can be limitless. Get it wrong and your business or product can fail before it’s even had a chance to succeed. Traditionally good marketing required the fundamentals: a marketing team, a healthy budget, an understanding of the product, customer and landscape and a holistic plan to execute against your business goals. This is no small feat, and as a result numerous great business and products have failed at the first hurdle because they couldn’t get their brand and values across to their target market.
So it seems like social is all around us, those guys who said “it’ll never catch on!” wise up, it won….you lost. Social doesn’t hold grudges, it won’t tell you “I told you so” but it may leave your friend request pending if you don’t get on board soon!
The past decade has been unrivalled in their pace of change. We have lived through economic, political and geographical mega-shifts and this has been mirrored in the most recognisable and permeating feature of the last decade: the rise of Social Media.
Social Media Analytics will change the way we do business. In fact the whole world of big data and business intelligence has powered the intelligent revolution in how businesses manage everything from their operations to their product development. It hasn’t always been painless, in fact for large swathes of the late 90’s and 2000’s it was probably less favorable that root canal surgery. The projects were big, bulky, expensive, complicated and lacked adoption amongst the rank and file. However, as the solutions have become more sophisticated and moved to a SaaS or agile infrastructure these problems have largely reduced.
Many claim to be social media expert these days and you’ll never be short on advice for what do when it comes to social. There’s plenty of great material out there, but there’s also a lot of fluff that tries to make you feel as if you need to employ a data scientist, a marketing professional or any other yoda like character to make sense of it all.
The past 5-10 years have been unrivalled in their pace of change. We have lived through economic, political and geographical mega-shifts and this has been mirrored in the most recognisable and permeating feature of the last decade: the rise of Social Media. From the evolution of social media as a fun, online community based expression of youth culture it has moved into the premier communication, business and educational channel for the world en mass. Not even governments and regimes have been able to quell our appetite.
Not all customers are born equal. Don’t get us wrong, every single customer is important and deserves a great experience but some will have the power to make or break you business and therefore they deserve more of your limited time and resources.
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