Any opportunity to lift your head out of the daily grind and access new perspectives is always a welcomed opportunity.
Toronto is plugged in.
I had that opportunity when I attended the ClickZ Live Toronto 2014 conference. ClickZ Live is the evolution of the SES (Search Engine Strategies) conference and positions itself as an opportunity to ‘engage customers and increase ROI by distributing your online marketing efforts across paid, owned and earned media’. Here’s a quick overview of the three concepts that resonated with me.
Twitter has a quadrant chart that profiles content as Planned / Unplanned and Always-on / Tentpoles. The Oreo cookie Super Bowl blackout tweet was a great example of content that sits in the Unplanned / Tentpole quadrant.
View from the 28th floor of the Westpac Building – Kent Street, Sydney.
I think Mr Scott’s assertion was that brands participating in social media should have a process in place to create, produce and publish content that fits in the Twitter ‘Unplanned & Tentpole’ quadrant.
This is an advanced stage of social media development because it requires an internal process that can correctly identify opportunities and quickly produce and publish content.
I disagree with Mr Scott’s assertion that Westpac and KPMG should have shared images of the fire from corporate social accounts.
Publishing images of the fire from corporate social media accounts would be inappropriate and carry no valued connection back to the brand. Perhaps the lack of corporate social media updates of the fire was a positive test of social media prowess?
How inappropriate would it be if a pic of the fire was published with copy reminding businesses to review their insurance policy?
At the time I saw Mr Scott’s tweet, I responded with the following tweet:
@mscott I disagree it's a reflect of brand social prowess – perhaps an indication of employee adoption of social to share.
The challenge of focusing on both quality and quantity isn’t restricted to content marketing. (Image source: Shutterstock).
One of the biggest challenges a brand has participating in social media is maintaining an engaging and relevant presence.
It’s reasonable for a large brand to publish 3000 times a year across many social platforms (scroll down to the end of the post to see my assumptions). Achieving both quality and quantity is a massive challenge.
For brands trying to improve quality levels it needs to effectively track the performance of its published social content. That means analysing post types, content themes, audience engagement and the direct / indirect impact on corporate priorities (ex: brand awareness, product consideration, customer service etc).
Social media marketers need to anticipate what’s next to be successful.
Relying heavily on RSS feeds to effectively do my job, the closure of Google Reader was bad news for me personally. Although, it was good news for Feedly.com.
I had the good fortune to present at ADMA Forum 2012 on the topic of ‘social media management’. I’ve embedded the SlideShare hosted presentation below (sorry – the limits of my technical expertise have been reached!).
My presentation strategy was to provide a ‘management’ structure applicable to a broad number of organisations while offering brand relevant examples. So I decided to create the next iteration of my 7P model.
The 7P model is a simple way to structure a corporate social media program. It’s based on my four plus years of social media experience at Telstra.
