mommyjenlin

As you continue to invest and execute in your Social Marketing, step back for just a moment to think about how "Social" fits in your overall marketing-mix. It is helpful to first look at the overall marketing function. There are two major rivers of information that flow into and out of the marketing organization. The first is the flow of data that informs the "in-bound" product management process, wherein customer requirements are continuously gathered and prioritized. The second is the flow of "out-bound" product marketing work-effort, wherein products and services are presented to the marketplace. Social marketing is the process of applying social listening and social communicating as a new and value-adding element to those in-bound and out-bound information flows. For example the in-bound product management process has been traditionally informed by customer councils or user groups; where new product ideation would happen one idea at a time, and one cus...

The stigma of social media is something I have been fighting for years. As someone whose education and career has mirrored Mark Zuckerberg's ( minus the dropping out of an ivy league school to build a multibillion dollar company and taking it public…so really when I say "mirrored", I mean we are approximately the same age ), I feel an affinity to the social networks that have matured as my own career has moved forward. Because of this I have found myself defending the merits of different social networks' "tangible" value to relatives, colleagues, and random people on the subway. So, when I received an email stating I had $100 free Twitter ad credits, I jumped at the chance to see where Twitter has taken their ad platform. While that $100 was great to boost my twitter followers ( speaking of which follow me here ), retweets, and ego it didn't really answer my questions around how creative B2B marketers are utilizing social networks. To dive in deeper I ta...

A few days ago Facebook announced that their active users surpassed 1 Billion . This is a huge number and like it or not, as a Marketer, you cannot ignore a community of this size. At this point, it is irresponsible to write Facebook off as a fad. Its user base covers all demographics and geographies – chances are, as a business, whoever you are selling to is on Facebook. While I certainly do not advocate for suddenly changing your advertising mix to a 25% Facebook Ad spend or hiring a brand new agency to build a Facebook Page that rivals Coke or Jet Blue , I do believe there are plenty of good ways to start dipping your toes into the giant ocean that is Facebook. I readily admit that the standard thinking is Facebook is a B2C tool - Facebook is great to reach consumers, however I believe there is something for everyone. B2B marketers need to think creatively, manage expectations and take learning’s from similar communities (think LinkedIn). And if you’re worried that you might be be...

At their annual Dreamforce shindig last week Salesforce.com announced the formalization of their marketing capabilities as the Marketing Cloud. Essentially it is a coupling of four key pillars of Salesforce.com's front end: Customer intelligence: Data.com enriches contact and account information with fresh feeds from sources such as LinkedIn and many others. Enables both sales and marketing to create detailed contact profiles for segmentation, targeting and campaign management. Social advertising and content management: The recent Buddy Media acquisition provides support for a wide range of social channels (social, web, mobile) and formats including contests, videos, and photos. Users can coordinate their publishing and advertising activity and measure impact throughout the social sphere. Social listening and analytical tools: Radian 6 monitors popular social services such as Twitter, Facebook, LinkedIn, YouTube, as well as blogs, forums, communities and more. Supports 17 langua...

What is the reality of Social Marketing adoption? Does usage match up to the hype and high expectations? Or is this already an over-blown marketing fad, even in these early days? IDC is beginning to see excellent examples of use, where Social Marketing is moving beyond  experimentation and is beginning to put down roots as a "value-adding" contributor within the marketing-mix. Our latest research from shows that 84% of IT buyers are accessing social media to keep up with trends and stay connected. However, of that same 84%, only 19% believe that social media has influenced how they interact with vendors and make purchase decisions. It would seem that tech vendors and tech buyers are inhabiting many of the same Social media spaces, but Social Marketing as a more intentional effort to influence buyers still needs work. Tech marketers are learning that they must give before they expect to receive, and focus on creating social media interactions that are highly relevant and provi...

Salesforce.com held its annual user conference December 6th to 9th in San Francisco. It was unusual in that very little of the messaging from Salesforce.com itself was aimed at sales people. The company has clearly and emphatically hammered its stake in the ground as the cloud platform provider for the enterprise. Marc Benioff and other top SFDC execs spent all of the general session keynotes on four key ideas: Platform Cloud Social Mobile If that were a word cloud of the transcripts of the keynotes "platform" would be the biggest and boldest of the four. The company made several significant announcements about how it is enhancing and building out the enterprise cloud computing platform of the future – much of it aimed at CIOs and developers. First however, there were a couple of items that will be of interest to sales and marketing people: Full integration of Jigsaw. Jigsaw, the "crowdsourced" contact database will now provide dynamic updates to records, greatly re...