Want to Bridge Company Divisions? Just Say No To Silos.

Well fellow marketers, the beginning of 2017 has been fast and furious! I’m sure I’m amongst friends when I share my year-end was a combination of: wrapping up projects, supporting last minute revenue efforts, reviewing predictions for 2017, and saying goodbye to 2016 actions that should never be repeated. I'm proud to say,  now that 2017 is finally here, I’m doubling down on my “dismantle the silo” charge. And the reason is simple: customers.  We are running out of time and opportunities to grab and keep their attention.  They don’t have time or the desire to entertain disjointed experiences. Let’s face it, as customers ourselves, we feel the same. Now is the time to act, which means business units within organizations must join forces to create differentiated brand experiences.
 
My latest report written with my colleagues Ian Jacobs and Laura Naparstek , “Use Social To Bridge The Gap Between Marketing and Customer Service,” discusses the benefits a marketing and customer service pairing creates for customers and the brand.  Legacy silos prevent innovation and the cultivation of new internal connections. If we let these silos stand, we end up contributing to the negative customer experiences that happen when marketing and servicing don’t work together. So, keep the following in mind:
 
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Bringing Order To Chaos: Unraveling the Social Technology Web

Marketers have more choices then they really need when it comes to social marketing tools. Market fragmentation and consolidation, along with the internal organizational struggles we all face, make it a challenging time to be a marketer.

But don’t worry — we’re here to help! After analyzing the marketplace and interviewing 35 companies ranging from brands to agencies to vendors, my “Unraveling The Social Technology Web” report discusses:

  • The evolution of the social marketing technology landscape
  • Principles for determining if you truly need a particular technology
  • An overview of technologies that support specific social tactics across the customer life cycle

Our team will continue writing reports analyzing this space, so feel free to share the topics that interest you along with the challenges you face with social technologies.

Make Your Social Efforts Count With The POST Process

Marketers face continuous uphill battles when it comes to social media. Whether it’s an emerging social network, an algorithm change within an existing social network, or the technology that enables social across an enterprise, change is constant. And these changes don’t even account for behavioral changes among our prospects and customers. The situation will only become more challenging, so we urge marketers to embrace the POST process when developing marketing initiatives and to figure out where social can bolster your initiatives.   

POST — which stands for people, objectives, strategy, and technology — is a tried-and-true process to create relevant marketing initiatives. Don’t get lost in the chaos of constant changes in social media. Samantha Ngo and I have written a new report to reinforce the benefits of POST; it highlights how to think through the process and shares details and examples to help you develop social tactics that further your marketing efforts.  This report will help you:
 
  • Understand your customer’s view of social media before developing your marketing initiative
  • Define your marketing objective and its impact
  • Determine the best tactics to tie your audience and objective together
  • Find the right social technology to help you implement your cohesive strategy
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Zuckerberg 101 - F8 2016

If you’re unfamiliar with it, F8 is a two-day event focused on developers, a crucial part of Facebook’s ecosystem. I was fortunate enough to attend, and though I have many takeaways, which I'll discuss in upcoming posts, the one that surprises me most is Mark Zuckerberg himself.

Zuckerberg’s rousing introductory keynote set the foundation for the two-day event. He kicked things off with an ambitious 10-year road map.

(Image credit: Facebook News)

Let’s be honest: The most we see from companies today is a three-year road map or, for the adventurous, a five-year road map. Yes, Zuckerberg caught our attention once he took the stage; however, when the 10-year road map slide appeared, a new type of energy filled the venue. As a result, I couldn’t help but take a holistic look at his approach and name it “Zuckerberg 101.” For F8, this approach consisted of a foundational message, expectation setting, and an appeal to the audience. Take note marketers because this approach is one we can all use to foster connections with our audiences. It also helps us understand Facebook’s long-term strategy, along with its near- and long-term investments. Zuckerberg 101 consists of:

  • A foundational message. F8 2016's message is that Facebook’s mission of connecting everyone is everything. The 10-year road map echoes this vision with key milestones that aim to provide everyone with the power to share. All subsequent presentations reflected this theme throughout the event, creating a consistent message.
    Key takeaway: If you're trying to change the world (or anything else), make sure everyone knows why you’re in it to win it.
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“That’s It, I’m Tweeting!” Does It Have To Be All Bad?

Have you been so fed up with a company you've said, "That's it, I'm tweeting?" Contrast that with the times you've been so impressed with a company you've said, "That was so awesome, I'm going to tweet about it." Customers do use social to ask brands for help. In a recent New York Times article, Jonathan Pierce, director of social media for American Airlines, shares, “You now see folks with Wi-Fi on board — if they need assistance on board, they’ll tweet us,” he said. “Perhaps if their bag isn’t there within five minutes, they’ll tweet us. There’s an expectation from the customers that we’re there to listen to that and act on it.”  
 
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Does The New Facebook Reactions Get A ‘Like’?

This week Facebook released “Reactions” for two pilot markets: Ireland and Spain. The new reactions available for posts? Love, haha, yay, wow, sad, and angry.

Myself and Forrester analysts Jennifer Wise, Samantha Ngo, Brigitte Majewski across mobile, social, and advertising pow-wowed on this new addition.  Here are our thoughts: 
 
  • Facebook wins from this move. Hello new and granular consumer data. Facebook can continue to optimize its own news feed experience, and grow monetization of its data with improved audience profiles and targeting for ads – on its site, and everywhere else.  
  • Brands may get better sentiment data... Marketers need to go beyond counting likes, so what about counting “angries” vs. “yays” instead? Counts can suddenly mean positive or negative sentiment. Funneling these sentiments into consumer insights can help 1) inform ad targeting with refined consumer preferences and affinities, 2) test emotional story arcs, and 3) fuel retargeting. A clothing retailer could target consumers who react “wow” to dress posts. But the big “if” is: will Brands own Reaction data? We’re hoping yes. 
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Are Marketers Ready To Double Down And Truly Adapt To The Consumer Of Today?

For two days this week, I enjoyed Hubspot’s Inbound 2015 conference. Hubspot is an inbound marketing platform targeting small to medium-size businesses and each year the company holds a conference bringing together thought-leaders, customers, and partners. This 3.5-day event has over 250 sessions spanning a myriad of topics. Conferences provide different perspectives on the marketing landscape, customer success stories, product updates, philanthropic awareness, networking opportunities, and — my favorite — kernels that can be developed into themes with broader implications. I was happy to experience all those elements and walked away with more than a few kernels with broader implications. I’d like to share a few resulting from comments by Brian Halligan and Dharmesh Shah, Chris Brogan, and Mitch Joel. Let me forewarn you, these ideas may seem provocative, but they make for a good debate and even better research. 

Do Marketing And Sales Become One?

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Does Facebook still like the "like"?

Change is constant, especially with Facebook. Not too long ago it changed its algorithm to allow users to see their favorite content within their New Feeds first. Then it introduced Instant Articles to help publishers create interactive articles on Facebook. This week, Facebook updated its logo and its algorithm again. This update helps users prioritize stories and posts by allowing them to select the friends and pages they'd like to see at the top of their News Feed. And now for the grand reveal...
 
Facebook will no longer use likes in its cost per click measurement definition.
 
 
Yes, you read correctly, Facebook is discounting the value of its likes to the point where it doesn't factor into their click metric.  
 
Why is this happening now? 
At the end of the day, ads cost money. If Facebook wants to keep that ad revenue flowing, they've got to connect those ads to the things that drive the bottom line -- items that tie back to business goals, to justify the expense to marketers. Going forward, these clicks will factor into CPC:
  • Clicks to visit another website
  • Call-to-action clicks (Shop Now)
  • Clicks to install an app
  • Clicks to Facebook canvas apps, and
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It Has Been A busy Quarter For Social Media, But What Does That Mean For You?

Believe it or not, the first quarter of 2015 is officially complete. Between the snow accumulations (especially) in the Northeast, the subsequent melting process, and the ever-evolving social media landscape, we've been busy. One of my takeaways from the social world is that FOMO (fear of missing out) is alive and well across several audiences. Let me recap a few social highlights and share a bit more on my takeaways. 
  • Snapchat carries a 15 billion dollar valuation and reportedly somewhere between 100 and 200 million active users. Is Snapchat for every brand? Most likely not, but it has a measure of appeal for a particular audience. This group doesn't want to miss out on anything and they also like things that are exclusive and momentary. That's probably the draw for Snapchat's massive Millennial audience. 
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Looking For New Ways To Connect With Your Customers?

People are always curious to know what's new with social. What new content types are there? What new sites should I pay the most attention to these days? Listen, the real question isn't about what's new, but rather what has evolved and how that evolution ties into what we do everyday. Video is part of that evolution. It is now available in multiple sizes, including microvideo, short-form, and long-form video, across social channels. Just take a quick look at these updates:
 
  • Facebook recently cited more than 3 billion daily video views within its site.
  • Standalone mobile apps such as Instagram and Vine have taken audiences by storm, making it effortless to take and share videos.
  • Even Twitter has a native video player now, making it easier to create and share video within its app. 
Video has the ability to emotionally connect and pull an audience into a story in as little as a few seconds. My report "Connect with the Power of Microvideo" introduces marketers to the concept of microvideo. Marketers will learn how the use of Instagram and Vine enables brands to create emotionally responsive content. In addition, I highlight the nuances between both channels and provide a few tips on how to using these channels. Read my report and share your thoughts and questions.