It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.
“Marketing strategies must overlap
At some point, your marketing strategies need to converge to give you the best outcomes. For instance, if you are selling software, you can find new customers and educate or inform the existing ones about new products or updates through social media and/or the use of video in creative ways. But, if you sell farming equipment, you might split your marketing efforts into two ways – social media for educating customers, combined with traditional methods like direct mail, banner ads or TV spots to help you do the actual selling.”
The Content Habits of B2B Enterprise Marketers | Infographic [from Marketing Profs; written by Ayaz Nanji]
“More than half (53%) of B2B enterprise marketers spend fewer than two hours a day engaging with industry content. Moreover, 31% say they probably overestimate how much time they spend with this sort of content.”
Pair with B2B Content Marketing Trends for 2015 [Infographic] also from Marketing Profs.
On measurement and everything else
“This small victory gives me hope. If a bureaucratic company with 1,000 lawyers like GM can embrace an embarrassment and use social media in a wise and fun way, maybe there is hope for all of us! Here is what they did right:
1) In a PR crisis, they cut through the bureaucracy to let the storytellers, instead of the lawyers, run the show.
2) They responded IMMEDIATELY and set the tone for the reaction. If they had reacted in a formal or legalistic way, they would have become part of the controversy instead of part of the fun. They would have reinforced an image of being stiff and out of touch instead of being playful and cool — like their trucks.
3) Instead of focusing on the bumbling #ChevyGuy and the negative implications for the brand, they hijacked the meme with #TechnologyAndStuff which is still funny but also connects the brand to something positive. And stuff.
In a world where traditional media often pokes fun at social media mess-ups, it is refreshing to see a traditional media mess-up become a social media success story.”
Pair with Why Brands Should Stop Idolizing Oreo’s Social Media Strategy, also from Social Media Today.
The Danger Of Focusing Expectations On A Single Metric [from Marketing Land; written by Kendall M. Allen]
“When doing our business, marketing plan and any given initiative within it justice — do we always slow down and really think through what we are trying to accomplish and why? Do we take the time to lay out the strategy and tactics, and then determine the various (operative word: various) things we should care to learn?”
What Fashion Designers & Publicists Need to Know about Product Photography [from PR Couture; written by Lori Riviere]
Quality product photography enhances a consistent brand image.