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Scooped by Deb Nystrom, REVELN
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Social Media Celebrates a Life Well Lived > Death and Dying via Twitter

Social Media Celebrates a Life Well Lived > Death and Dying via Twitter | The Social Media Learning Lab | Scoop.it

One of the most recent warm moments in cyberspace was when more than 3500 people from over 100 countries participated in an online campaign, #skybluepink.

The campaign was launched by Brandon Curtis with the simple goal of adorning the walls of his dying father. His father was able to enjoy the beautiful pink and blue skies before he passed away.


Deb Nystrom, REVELN's insight:

Interested in finding out more about the Social Media Learning Lab's group work?  Join us via LinkedIn's Social Media Learning Lab OPEN group here, where we'll be offering free webinars and tools soon in 2014.   ~  Deb

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Strategy & Customer Relationship (Trust) come first, then Social Media Strategy: Forbes & McKinsey

Strategy & Customer Relationship (Trust) come first, then Social Media Strategy:  Forbes & McKinsey | The Social Media Learning Lab | Scoop.it

"Strategy is more important than ever - so that a company's social media strategy is more than a collection of tactics."


From the executive point of view, chief marketing officers and the like comment on 2012 social media strategy at the Chief Marketing & Sales Officer Forum summit  It's good to be reminded of organizational systems.


__________________________


I’m surprised how often a company’s social media strategy is really just a collection of tactics. - Google’s Margo Georgiadis

__________________________


Excerpts by McKinsey contributor, Marc Singer.


1. Strategy is more important than ever

From Google’s Margo Georgiadis:  I’m surprised how often a company’s social media strategy is really just a collection of tactics.


The alluring possibilities of social and digital media can easily distract our focus from what really matters to our companies—and to our customers. All of us need to bring in the new while staying focused on our enduring customer strategies.


2. To engage customers and influence brand perception, marketers need to build trust

Companies are no longer the sole arbiters of their brand; customers have an important, and in some cases decisive, voice. But marketers still have enormous influence around how customers understand and interact with their brand. ...a lot of that value is dependent on trust between brands and their customers, which has been taking a beating in the last few years. 


__________________________


Many companies still fail to measure accurately or consistently [as their] metrics programs aren’t tied to strategies built around target customers.

__________________________


3. Companies need to “instrument” their organizations around target customer segments

Stanford’s Aakers talked about how leading companies haven’t stopped measuring ROI, but they’ve expanded their notion of what the return might be including a more personal form of ROI better suited for a social age:

  • innovation, 
  • R&D savings, 
  • employee hiring savings, 
  • employee morale and passion, 
  • and so forth. 


Ford’s Farley makes the connection between “brand favorability”—the customer’s overall perception of a brand relative to competing brands—and pricing power. Farley has found that brand favorability is deeply driven by what Ford does in social media.  Many companies still fail to measure accurately or consistently as their metrics programs aren’t tied to strategies built around target customers.


Read the full article here.


Photo credit:  Flickr CC by John-Morgan

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Should I use social media if my customers don’t?

Should I use social media if my customers don’t? | The Social Media Learning Lab | Scoop.it

There are many other ways you can leverage social media channels such as Facebook, Twitter and Google+ to strongly benefit your business to business relationships.


....think sideways to leverage social media if you're in a B2B organisation. .....we know that many of our target prospects don't actively use social media for buying and selling products and services, so how can we engage with people on social media?

The simple answer is you've got to think around your industry:

  • Who are your suppliers?
  • Are there any consultants that operate in your sector?
  • Do you use resellers? Are they using social media?
  • Do you think anyone would be interested in hearing your story of how you started or expanded?

and more.


Read more at http://www.thesocialmediahat.com/blog/should-i-use-social-media-if-my-customers-don-t-09232013#zHAGbl4qSPJDBTO6.99


Related post by Deb:

    

Open Space on Speed: Social Business with the Coaches, Results! Video
Via Henri Lefèvre
Deb Nystrom, REVELN's insight:

Great question.  It's all about the network and relationships.  Good reasoning to consider how you want to build out your marketing plan and where social media fits into the equasion.  ~  Deb

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Robin Martin's curator insight, October 30, 2013 11:14 AM

Good read Deb...! Thanks for sharing...!

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Business having their own social networks is more profitable than Facebook, new research findings | Univ. of Michigan

Business having their own social networks is more profitable than Facebook, new research findings | Univ. of Michigan | The Social Media Learning Lab | Scoop.it

New research:  Businesses make even bigger profits when they have their own virtual brand community, vs. Facebook and twitter social networks.


Yes, it continues to be all about relationships and community.


Excerpted:


New research from professors at the suggests a significant payoff for companies that set up their own online communities.


Puneet Manchanda, Professor of Marketing at the Michigan Ross School of Business. and Ross School colleagues Grant Packard and Adithya Pattabhiramaiah use data from an unnamed retailer of books, CDs and DVDs, they found a 19 percent bump in incremental revenue from customers after they joined the online community.

Manchanda calls this revenue "social dollars."


The study, one of the first known to examine empirical evidence of social network outcomes, shows this spending persists over time, well after the novelty of joining the network wears off, and doesn't cannibalize between channels.


In this case, the company sells products both online and in stores, and network members spent more in both venues.


The spending increase came via more frequent purchases, rather than bigger receipts.


More via:  Univ. of Michigan News Service

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