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How Customer Service on Social Media Helps Your Brand [Infographic]

How Customer Service on Social Media Helps Your Brand [Infographic] | reading | Scoop.it
Last week Henriette wrote a blog post about the importance of connecting with your fans on a personal level when brands communicate on socia (RT @voziq: How Customer Service on Social Media Helps Your Brand [Infographic] | Mindjumpers

Via Fred Zimny
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Mez Raukawa Newton's comment, March 21, 2013 10:19 PM
Social media is beyond a major role in Marketing. As Emiliya mentioned, it keeps customers up to date.The social media is also changing very vast and dramatically, which tends to be the trend now days as customers are always looking new and more ways to connect with other people and brands. You could say that social media is forever changing to possibly suit and cater to us.
Emiliya Ravkina's curator insight, August 22, 2013 1:42 AM

I think that brands on social media websites are very important in our days. If we looking at the statistics in the article above it is evident that consumers are more likely to share their opinion on social media sites with their friends or people they know. If a brand is also on social media sites it can use things such as feedback and complaints to the advantage of the brand. It is clear that people want responses and to be engaged with the brand. However I also believe that the brand should be smart in using the social media and the way company responses to feedbacks they receive. Having someone knowledgeable or experienced in brands on social media in charge or giving insight to allow the brand to maintain the image they want to portray.

Alysse Woodward's comment, August 22, 2013 5:54 AM
I like how this is a visual take on social media. It shows the difference between social media on your brand vs your brand on social media.
It reflects the flow on effect social media has through consumer engaement. As social media plays a large role in todays world it is important to communicate a brands message through social media channels.
Communicating through social media means that consumers can always be informed, information is easily accessible, consumers can review information in their own time and pace and within an environment that is comfortable for them. For organisations social media can consistantly be updated to coinside with the product, price, place and promotions that are beneficial to a consumer.
Social media is a quick, easy and effective way to communicate, targets a wide audience and is one channel IMC can opperate through.
Rescooped by Lisa Leung Lnk from The MarTech Digest
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The Top 13 Marketing Technology Articles Curated Today, Tuesday, 8/13/13 from #TheMarketingAutomationAlert

The Top 13 Marketing Technology Articles Curated Today, Tuesday, 8/13/13 from #TheMarketingAutomationAlert | reading | Scoop.it

Is Pardot fading away?

 

We’re starting to see Saleforce subsume Pardot, as you would expect post-acquisition. Branding transition has started, cross selling has started (will it lead to a merging of sales teams?), and its content marketing strategy is changing (from advanced to MA 101). At what point will we see the term “marketing automation” fade away and transition to the Marketing Cloud. And given the marketing genius of Marc Benioff (remember when SaaS became the Cloud?), should we expect the CRM to subsume marketing automation functionality?

 

Marketing technology…NOW!

 

Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected). If you find this valuable, please share by using the links below:

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Featured Marketing Automation Article

 

Top B2B Content Marketing Trends in 2013 - Profs | #TheMarketingAutomationAlert

 

http://sco.lt/8P1cDx

From www.marketingprofs.com - Today, 12:17 PM

 

Content - The popularity of whitepapers as a B2B content marketing format is declining in relation to more interactive, easily digestible formats such as video, according to a recent survey.

 

Excerpt...

 

The popularity of whitepapers as a B2B content marketing format is declining in relation to more interactive, easily digestible formats such as video, according to a recent survey of the B2B Technology Marketing Community on LinkedIn.

Overall, B2B content marketing is seen as an increasingly effective strategy: More than 82% of survey respondents are planning to increase their content production over the next 12 months.

Other key findings from the annual report:

YouTube is gaining popularity as a social media platform to reach and engage B2B audiences. Facebook is losing ground. 61% of marketers use marketing automation platforms, up from 43% last year. The vast majority (93%) of B2B marketers are creating content from scratch.Only 34% are syndicating/curating content, and just 30% are encouraging user-generated content. 

Source: the B2B Content Marketing Report, which was authored by Holger Schulze, the manager of the B2B Technology Marketing Community on LinkedIn.

 

iNeoMarketing's insight:

Great stats in this report, covering a wide range of topics. And what's intriguing about the data is that it comes from the B2B Technology Marketing Community, ostensibly leaders in the use of marketing technology. You'll want to follow their lead, except their use of SlideShare, which is around 50% (should be as high as LinkedIn).

 

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Content Curation Benefits and Best Practices - ClickZ | #TheMarketingAutomationAlert

 

http://sco.lt/8J42Ub

From www.clickz.com - Today, 12:10 PM

 

Four industry leaders offer insight and advice to enable any brand to attempt curation mastery with greater confidence and skill.

 

Condensed...

 

Content Curation Benefits

1. Thought leadership.

2. Market education.

3. Supplement content creation.

 

Content Curation Best Practices

Pick the right topic.Add your own perspective.Adhere to ethical standards and practices.  Think in terms of the fair use doctrine and properly attribute content to its source. Detweiler suggests not copying and pasting too many words from the original piece of content.Create a content hub. 

 

iNeoMarketing's insight:

I'm a bit partial towards content curation. Having understated that, these rules of the road summarize exactly how I approach The Marketing Automation Alert. With regards to Content Hub: think BLOG!

 

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8 Ways to Instantly Improve the Social Shareability of Your Visual Blog Content- HubSpot | #TheMarketingAutomationAlert

 

http://sco.lt/874UFN

From blog.hubspot.com - Today, 11:26 AM

Get some actionable tips about how you can make your blog's visual content much more shareable.

 

Summarized...

 

1) Make content easy to share with social sharing buttons.

2) Add Pin It buttons next to visual content within blog posts.

3) Create a blog content pinboard.

4) Put extra care into choosing high-quality images for your blog content.

5) Use Facebook's photo sharing feature, not its status update option, to share links to your content.

6) Create custom images specifically to promote blog content in social.

7) Turn text-based content into SlideShares.

8) Create embed codes for your infographics. 

 

iNeoMarketing's insight:

And share your visuals on LinkedIn.

 

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16 Eye-Opening Sales & Marketing Stats - Pardot | #TheMarketingAutomationAlert

 

http://sco.lt/5GVzLF

From www.pardot.com - Today, 12:02 PM

 

Curious how other B2B companies are approaching their lead generation strategy? What about their technology usage, or their approach to lead nurturing?

 

Digest...

 

    Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (DemandGen Report)

    Companies with mature lead generation and management practices have a 9.3% higher sales quota achievement rate. (CSO Insights)

    Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. (Forrester Research)

    Nurtured leads make 47% larger purchases than non-nurtured leads. (The Annuitas Group)

    Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Gartner Research)

    90% of business buyers say when they’re ready to buy, they’ll find you. (DemandGen Report)

    Research shows that 35-50% of sales go to the vendor that responds first. (InsideSales.com)

    70% of the buying process is now complete by the time a prospect is ready to engage with sales. (SiriusDecisions)

    61% of B2B marketers send all leads directly to sales; however, only 27% of those leads will be qualified. (MarketingSherpa)

    The adoption of marketing automation technology is expected to increase 50% by 2015. (SiriusDecisions)

    The marketing automation market is predicted to grow from $3.2 billion in 2010 to $4.8 billion in 2015. (International Data Corporation)

    A quarter of all B2B Fortune 500 companies are already using marketing automation, along with 76% of the world’s largest SaaS companies. (Pardot)

    84% of top performing companies are using or plan to start using marketing automation between 2012 to 2015. (Gleanster)

    Marketing automation platform users have a 53% higher conversion rate from marketing response to marketing-qualified lead than non-users. (Aberdeen Group)

    63% of survey respondents indicate that the ability to set measurable objectives for each of their campaigns is the biggest value driver of marketing automation. (Gleanster)

    77% of CMOs at top performing companies indicate that their most compelling reason for implementing marketing automation is to increase revenue. (Gleanster)

 

iNeoMarketing's insight:

Many changes going on over at Pardot as they are quickly engulfed by Salesforce. Besides the Pardot sales effort being brought in by the SFDC account team, their marketing has changed: from branding to content. Specifically, the topical content recently has been dramatically simplified to meet the needs of the MA 101 crowd.

 

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How to Increase Your Sales Through Long Tail SEO - QuickSprout | #TheMarketingAutomationAlert

 

http://sco.lt/55epcH

From www.quicksprout.com - Today, 11:01 AM

 

Condensed...

 

Step #1: Keyword research

The only problem with Google Suggest is that it limits how many keywords it shows you. Luckily, there is a tool called Suggester, which gives you all of the other keywords Google Suggest didn’t show you.

 

Step #2: Create a strategy

You have two main options to choose from… the first is to create landing pages on your site that focus around each of the long tail keywords. The second is to get other people to create landing pages on their own sites about your product that focuses on the keywords above.

 

Step #3: Optimize for conversions

The content on your landing pages needs to be optimized for conversions. Having call-to-action buttons that tell people to buy from you isn’t enough. Your content needs to be written in a way that helps encourage people to buy from you.

 

iNeoMarketing's insight:

Straightforward guidance and nothing that should be a surprise.

 

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Become More Data-Driven by Breaking These Bad Habits - HBR | #TheMarketingAutomationAlert

 

http://sco.lt/78jtxZ

From blogs.hbr.org - Today, 11:12 AM

 

Six behaviors that stymie managers and companies.

 

Digest...

 

I've distilled six bad habits that stymie managers and companies from taking full advantage of their data.

You prefer intuition over the data.

You rig the system.

You second-guess others. The true spirit of second-guessing involves withholding potentially useful information, then pouncing the minute a decision goes wrong. We've all made mistakes and practically all of us have been second-guessed. Just because the trait is common, does not mean it is not destructive. Withholding information breeds mistrust and pouncing leads many to make more conservative and easily-defended, but sub-optimal, decisions. One observes this trait all the time in overly-political individuals and companies.

You have analysis-paralysis.

You employ group think. Group think involves packing a decision-making group with people who think in the same way and ignoring those with divergent views or data that points in a different direction. To illustrate the impact, imagine a situation in which there are one hundred options, several of which are "good" and one that is "best. Group think is akin to limiting yourself to only ten options. You greatly reduce your chances of arriving at a good one.

You have misconceptions of or arrogance about data quality.


Break the group think habit. This may be difficult, especially if you've hand-picked your management team and their careers depend on you. It helps to have a colleague who will provide direct, independent perspective. Give him or her a fair chance to "tell you you're full of it" before finalizing any important decision. And seek far more diverging opinions when they tell you this!

 

iNeoMarketing's insight:

As we move further and further into data driven B2B marketing, these qualitative roadsigns are an important part of managing the human psyche. Always a challenge to merge data with humanity to arrive at the best decision.

 

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It's Time To End Social Exceptionalism | Forrester Blogs | #TheMarketingAutomationAlert

 

http://sco.lt/63blhJ

From blogs.forrester.com - Today, 10:43 AM

 

Key excerpt (in conjunction with graphic)...

 

You must integrate social media into the marketing RaDaR model and understand how it supports each part of the customer journey — not just offering engagement but also enabling discovery and supporting exploration and purchase. In fact, social marketing tools and tactics can offer value at every stage of the customer life cycle and can support reach and depth and relationship:

Social reach tactics help people discover your brands, products, and promotions. People can't discover what you're selling if they're never exposed to it — and that requires you to use tactics that help your messages reach your target audience. Social media can help: Both word-of-mouth marketing and paid social advertising can deliver reach for your marketing programs.Social depth tactics help prospects explore and buy your products. Your audience is looking for depth when they explore your offerings. And the place to which people most commonly turn for such detailed information is a brand's own website. Weaving social tools into your own site — including blogs and communities as well as ratings and reviews — can offer detail about what your brand stands for and expose prospects to real customer experiences.Social relationship tactics build stronger engagement with your best customers. After people buy from a company, there are many ways they stay in touch. Social has a valuable role to play here: Branded profiles on public social sites such as Facebook, LinkedIn, and Twitter can foster stronger relationships with the customers you've already acquired.

 

iNeoMarketing's insight:

The point: social media is not just a channel for content distribution, but a strategic part of the communications process with prospects and clients, depending on where they are with your attempted relationship building. So how does social play a role in your customer life cycle?

 

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In Mobile Design, Less Is More - Digiday | #TheMarketingAutomationAlert

 

http://sco.lt/81x9o9

From digiday.com - Today, 10:55 AM

 

Mobile is forcing creators—clients and designers alike—to really focus in on saying one thing at a time.

 

Digest...

 

Mobile…has forced creators—clients and designers alike—to really focus in on saying one thing at a time. Not only did things like the right rail die because the screen space just wasn’t there, but distracting and unusable designs quickly fell out of favor among mobile web users.

 

So it comes down to this: If your site is about the content, let it shine. Don’t crud it up with extra cruft. Don’t distract your user with the unnecessary.

 

The approach that brought us to the uni-columnar, mobile-friendly design ended up being so good for the end user that it even started trickling back up to the larger screens. We’ve seen sites like The Verge and Quartz make the most of these constraints.

 

iNeoMarketing's insight:

Tweets, AdWords ads, Snapchat, Pins...

 

“Simplicity is the ultimate sophistication.” Leonardo da Vinci

 

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Transitioning to a Higher Performing Marketing Practice - ClickZ | #TheMarketingAutomationAlert

 

http://sco.lt/7MMvFh

From www.clickz.com - Today, 9:59 AM

 

To bring some focus to key transition areas of your marketing practice, follow these three steps to help raise the overall excellence of your programs and performance.

 

Condensed...

 

To bring some focus to key transition areas of our marketing practice, I recommend these three steps to help raise the overall excellence of our programs and performance.

Map out all key intersections in the buyer's journey. To start, it's a worthwhile exercise to whiteboard all the different ways a customer could enter and move through our buying funnel. In today's digitally connected world, customers can flow through the funnel in many different ways. The goal here is to understand how messaging and follow-up can differ based on a particular buyer's journey.Create service-level agreements. Once the stages of the buying process are outlined, we can now better identify where key transitions may happen with a customer. Service-level agreements (SLAs) are a great way to outline what should happen during transition times, including to whom the customer should be passed (i.e., handing off a lead from marketing to field sales, outbound sales to field sales, field sales to marketing, etc.).Use technology to enforce accountability. SLAs are great in theory but can be even greater in practice when technology is used to help enforce accountability. By tying transition stages to rules in our marketing automation and CRM tools, we can create alerts letting marketing or sales know when a lead has moved from one stage to the next. And we can create reporting on how we're performing against expectations.

 

iNeoMarketing's insight:

People are usually the weak link in process, and it's no different when it comes to marketing automation. For this reason I really like the notion of internal SLA's tied to KPIs and/or compensation plans: puts teeth into process adherence.

 

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In Content Marketing, 'People Buy on Emotion and Rationalize With Logic' Is a Mistake (Pt. 1) - Profs | #TheMarketingAutomationAlert

 

http://sco.lt/4zBdGD

From www.marketingprofs.com - Today, 10:08 AM

 

Key excerpt...

 

Stage 1: Awareness

In the first stage of the buying cycle, Awareness, people aren't aware of you or the need for what you offer. Emotional content is indispensable at this stage. Triggering emotion gets you noticed because in the human psyche emotion is the signal that says, Pay attention, this is important! Our brains are wired to pay attention to emotion and new or unusual things.

 

Besides getting attention, emotions are how we connect. We don't care about something—whether a person or problem—unless we make that emotional connection.

 

Triggering emotion also increases memory. People don't buy in the Awareness stage. The challenge of marketing is to get people to remember your company when they finally get to the point when they are ready to buy. Emotion is key to that. Content that triggers emotion is remembered better than the same content that doesn't. Therefore, in the awareness stage, you want high emotional content and not much focus on logical content.

 

iNeoMarketing's insight:

This is part 1 of a multipart series, but even if you miss the latter parts, the table above is significant. Particularly fascinating is the reverse bell curve shape to emotions over the buying stages. This table SHOULD impact your content marketing strategy.

 

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How To Create The Perfect SlideShare Profile - MarketingThink by Gerry Moran | #TheMarketingAutomationAlert

 

http://sco.lt/5NjNuj

From marketingthink.com - Today, 8:44 AM

 

Use this how-to blueprint to create a SlideShare profile that will help you create a foundation for your successful inbound marketing strategy.

 

iNeoMarketing's insight:

If you needed to be stranded on an island with one source of social media guidance, its Gerry Moran's Blueprints. And do I need to continue to harp on the importance of SlideShare? C'mon peeps.

 

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[INFOGRAPHIC] Build a Successful Content Marketing Strategy from Scratch in 7 Steps -CMI | #TheMarketingAutomationAlert

 

http://sco.lt/5BJQyP

From contentmarketinginstitute.com - Today, 9:02 AM

 

iNeoMarketing's insight:

Learn it. Know it. Live it.

 

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The Anatomy of a Perfectly Search Engine Optimized Web Page [INFOGRAPHIC] - Moz | #TheMarketingAutomationAlert

 

http://sco.lt/8pBjjF

From blog.hubspot.com - Today, 8:40 AM

 

Get a handy checklist to keep with you whenever you're doing on-page SEO.

 

iNeoMarketing's insight:

This is a damn gorgeous piece of art. Tremendous. h/t to HubSpot.

 


Via marketingIO
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marketingIO's curator insight, August 13, 2013 12:46 PM
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