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Understanding the Role of Social Media in B2B Marketing

Understanding the Role of Social Media in B2B Marketing | Digital Marketing Management | Scoop.it

Despite the fact that most people think of social media as a form of B2C (business to consumer) marketing, it plays an important role in B2B (business to business) marketing as well. After all, the businesses you want to connect with are likely marketing using social media, so it is reasonable you should use it as well. However, B2B marketing via social media comes with its own set of rules, some of which are the same as consumer marketing and while some are not.


Businesses Are People Too

Keep in mind that even though you're reaching out to fellow businesses, there are still people behind these businesses. While it is important to project a professional image, it is also equally important to give your business a "face" and show some personality. Nobody wants to be just another 'contact', connect with your business customers and remember that they like personalized attention just as much as consumers do.


Choose Your Network

Some social networks are more effective than others for certain businesses. A business that sells physical products may benefit from the growing popularity of Pinterest. However, service-based companies may do better by connecting with other business leaders via LinkedIn. You don't want to put all your eggs in one basket, but it isn't a bad idea to tailor your marketing towards a social network that suits your niche. If you go with a network like Facebook or Twitter that appeals to a broad audience, look at what your competitors are doing on the network and see where you can learn from their successes and/or failures.


Embrace Analytics

The only way to gauge the success of your marketing efforts using social media is to track how well you are progressing. For example, if you launch a massive Facebook ad campaign that results in very few actual sales, then you need to reconsider your strategy. Additionally, the time you spend using social media should have a direct impact on your website traffic or sales. If your social media plan isn't bringing in new visitors, as well as new leads, to your website, then its time to see where you are going wrong. Analyze your company's social media usage and how well it is or isn't working out for you so that you can do a better job reaching your target audience.


Have A Plan

While this may seem simple, many businesses fail to utilize social media properly because they jump in headfirst without any specific strategy. Know what your business customers are looking for and find the best ways to reach them, don't just start "putting stuff out there" in the hope that it generates some sort of return. Outline who you want to reach, what needs of theirs that you can meet, and then devise an adequate social media strategy to help you achieve your goals.

 

Social media is not an unfathomable mystery, but it does require planning and coordination. Business customers are still customers and social media can increase your opportunities to reach out to them and build relationships. Once you determine how your business can help other businesses through social media, you are practically guaranteed to see a boost in profits.

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Guardian rolls out responsive mobile site | Media news | Journalism.co.uk

Guardian rolls out responsive mobile site | Media news | Journalism.co.uk | Digital Marketing Management | Scoop.it
Following a 'successful' beta trial, the responsive site is now the default for mobiles and small tablets...

Via Piano Media
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11 Biggest Social Media Disasters of 2012

11 Biggest Social Media Disasters of 2012 | Digital Marketing Management | Scoop.it

A look back at the biggest blunders brands made on social media this year.

 

The calendar year wouldn’t be complete without a few social media fails.

 

In 2012, plenty of big brands and organizations suffered serious backlashes on social networks like Twitter and Facebook for offensive tweets, questionable ad campaigns or controversial company statements. Some, like McDonald’s, attempted good-natured social media campaigns that simply took unexpected turns. Others, like StubHub’s and KitchenAid’s Twitter accounts mistakenly send out shocking tweets.

 

If there’s one lesson to take away from this year’s fails, it’s that brands need to be particularly careful when it comes to tying a promotion or post to a big, public event. Several of the businesses on our list were heavily criticized for posts relating to the presidential election and Hurricane Sandy, for example.

 

We’ve dug up 11 of the most memorable social media mistakes from this year. 

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Mobile Social Consumer Trends | Visual.ly

Mobile Social Consumer Trends | Visual.ly | Digital Marketing Management | Scoop.it
2012 Mobile Social Consumer Trends tracking over 40 million US consumers that use mobile devices to select and interact with restaurants and retail br.

Via Francisco Teixeira
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Social Media Has A Black Friday #Fail - Wall Street Journal (blog)

Social Media Has A Black Friday #Fail - Wall Street Journal (blog) | Digital Marketing Management | Scoop.it
Wall Street Journal (blog)Social Media Has A Black Friday #FailWall Street Journal (blog)Given the amount of attention paid by brands and retailers to building up their buzz on social platforms, consumers don't seem to clicking through and buying ...
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Social Media Marketing

Social Media Marketing | Digital Marketing Management | Scoop.it
SEO trends and the impact of blogging {Infographic} #SEO #Blogging #Marketing (#SEO trends and the impact of blogging {Infographic} http://t.co/Ehfx5IJ2 via @Pinterest #Blogging #Marketing...)...
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Digital Media Is Trouncing Traditional Media Among Generation Y Consumers

Digital Media Is Trouncing Traditional Media Among Generation Y Consumers | Digital Marketing Management | Scoop.it
A new study suggests that digital media is dominating traditional formats among Americans ages 12-29, with social media and video leading the way.

Via Ana Cristina Pratas
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72 percent of european online consumers are Social Health users

72 percent of european online consumers are Social Health users | Digital Marketing Management | Scoop.it

72 percent of European online consumers (ages 18 and older) are social health users*. According to the new Cybercitizen Health® Europe 2012 study from healthcare market research and advisory firm Manhattan Research, 44 percent of European online consumers used social networking websites for health, 33 percent read or posted patient testimonials and 34 percent used health ratings or reviews. The study surveyed 3,020 consumers (ages 18 and older) in France, Germany, Italy, Spain, and the United Kingdom online in October 2012, on their use of digital media and technology for health and its influence on treatment and product decisions.

 

Additionally, the study found that adoption of social media for health varies by country. For example, compared with the other surveyed countries online consumers in Spain and Italy are most likely to use Facebook for health, while health ratings and reviews see strongest adoption in Germany.

 

Social health users by country (percent is among those who are online in each country):

 

* All EU: 72 percent
* Spain: 83 percent
* Italy: 82 percent
* Germany: 76 percent
* France: 71 percent
* United Kingdom: 56 percent

 

“A large share of EU consumers is accessing health information from social feeds,” said Principal Analyst Christina Anthogalidis. “Although dedicated health communities have been struggling for consumer participation for years, health threads on general platforms are finally driving the adoption of social health feeds. We believe this finding is pointing at a significant shift in the EU online health content market.”

 

*Social health users have conducted any of the following activities online for health within the past 12 months: used a community, group or social networking website, or conducted any social-related activity online such as reading or posting on health blogs, message boards or health ratings websites.


Via Andrew Spong, Chanfimao
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How to Calculate the Value of a Like

How to Calculate the Value of a Like | Digital Marketing Management | Scoop.it
Over my decade working in web marketing, I've spent a ton of time at various marketing conferences, and I've read countless books and blogs about new media.

Via Francisco Teixeira
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Is it Time for Content Marketers to Abandon Facebook? | Copyblogger

Is it Time for Content Marketers to Abandon Facebook? | Copyblogger | Digital Marketing Management | Scoop.it
It sucks to be a Facebook Page owner right now. So does that mean we should abandon ship? (#marketing Is it Time for Content Marketers to Abandon Facebook?
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