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.
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).
Search and social marketing need to become more interdependent as digital marketing matures.
As Chair of ADMA’s (Australian Data Marketing Association) Search and Social Expert Group, I posted ideas on ADMA’s blog highlighting the importance of aligning an organisation’s social and search activities.
Social media marketers find themselves in a precarious position.
As highlighted in Why Australian Social Media Marketing Must Change – Part 1, social marketers are under great pressure to justify their share of the digital marketing budget and to earn the attention of their target audience.
So what’s next for Australian social media marketers?
What’s the follow-up to a network centric social media marketing strategy? [Read more…]
Jeremiah Owyang recently published a post that states the audience needs are changing. They want ‘faster, smaller and social’.
For better or for worst, mainstream Australian social media is concentrated within Facebook and Twitter. With Australian audiences being exposed to so much content, from so many different sources, brands are under constant pressure to publish content that will earn the ongoing attention of their target consumers.
The problem is that traditional corporate marketing and PR teams are not built to regularly churn out unique pieces of content for various (social) channels.
So how do Australian brands evolve from strategy that includes a post every Friday that asks ‘plans for the weekend?’ and a post every Monday that asks ‘how was the weekend?’.