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This Chart Explains the Reachpocalypse: Why Facebook is Laughing All the Way to the Bank

This Chart Explains the Reachpocalypse:  Why Facebook is Laughing All the Way to the Bank | The Social Media Learning Lab | Scoop.it
Facebook's declining organic reach for businesses corresponds precisely with its increase in stock price. No surprise! Here's 4 ways to combat declining Facebook effectiveness.


Clear-eyed business observers have been raising the alarm about building your house on rented land for years, but Facebook has still been able to pull off the greatest Gillette scam ever (you give away the razor, and then sell the blades).

From a helpful artcile, ”Facebook’s Declining Organic Reach a Real Nightmare for Marketers“ from CIO Magazine online. 

this quote from an agency media strategist: “It’s become a real nightmare because your fans and likes can’t even find you in some cases. When I post to Instagram I have a much better idea of how many people I’m going to reach.” 


2 of 4 Things You Can Do About Your Facebook Problem

You have 4 options at this point:

1. Stop using Facebook as your key social media hub

Google + is looking better and better, right?


2. Pay for the reach you used to enjoy at no cost

(DN:  Those Facebook ads are still quite affordable and MAY be worth a good look.)


Read the full article here.


Related tools & posts by Deb:

     


     

     

Deb Nystrom, REVELN's insight:

Facebook's reach has been evaporating for business pages for SOME TIME now.  From the article:  Your employees and current customers now the very best way for you to distribute your message on Facebook.  

    

Make it SUPER easy and FUN for them to enjoy, share and talk about the successes and benefits of what you do, the service and product gems you provide.  Today I noticed three shares from a poster & comment that really connected with those following one of my business pages.  That's what it's about!  ~  D

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5 ways corporate culture determines social media success - Schaefer Marketing Solutions: We Help Businesses {grow}

5 ways corporate culture determines social media success - Schaefer Marketing Solutions: We Help Businesses {grow} | The Social Media Learning Lab | Scoop.it

Social media success and failure is not usually determined by resources, vision, or ability.  It is inevitably a function of the personality of the organization.


The author covers the five signs that your company culture may be getting in the way of your progress including:

 Corporate culture mis-match — ...the realistic capabilities of your company culture.  Is your company ready to become a publisher? Are they able to react? Are they truly open to the idea of customer dialogue? 


Lack of executive engagement - To be successful in the long-term, you must have support from the top. Why? That’s who controls the purse strings and resources! That’s the person setting the strategy.


Related posts by Deb:
    

Messing up a Change Implementation with Someone Else’s Learning Culture?

   

Beyond Resilience: Givers, Takers, Matchers and Anti-Fragile Systems

    

Top 5 Apple BlockBusters and Reasons the iPad Rules the Tablets in 2013

 

Deb Nystrom, REVELN's insight:

This post provides a window into how values (including hidden values) trumps the best of intentions as well as the "shiny toy" syndrome of social media.  Being on trend is not a successful strategy if leadership and culture will not support it.


Hidden values like

  • fear of entering into dialog / exchange with customers, 
  • avoidance-oriented management cadre (often revealed in the quality of feedback in peformance management systems), and  
  • inconsistent or vague leadership messages about what's most important in how the company meets its mission and vision

will doom any social media company initiative, or relegate it to an inconsequential minor, and low-impact role.

 ~  Deb

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5 Marketing Lessons From Lady Gaga, the 1%-ers

5 Marketing Lessons From Lady Gaga, the 1%-ers | The Social Media Learning Lab | Scoop.it


"You may love Lady Gaga. You may hate her. But no matter what, it's hard not to respect what she's done as an artist."


1) Focus on Your One Percenters

Lady Gaga spends much of her effort on just one percent of her audience- the highly engaged superfans who drive word of mouth. Despite her tens of millions of followers in social media, she focuses more on the die-hard fans that make up a small but valuable part of the fan base.


4) Give Fans a Name Creating a name for your One Percenters, like Lady Gaga's Little Monsters, assigns them an identity. With that identity comes a set of recognizable behavioral or personal characteristics that everyone with that name shares.

Deb Nystrom, REVELN's insight:

"Focus on strategy, not style" is what I learned from one of the best internet marketers in the business.  And she has plenty of strategy! ~  D

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LinkedIn Cheat Sheet: 5 Tips for a Professional Profile - Careerealism

LinkedIn Cheat Sheet: 5 Tips for a Professional Profile - Careerealism | The Social Media Learning Lab | Scoop.it

Useful post!  I immediately used one of these practical, ]LinkedIn profile tips from Careerealism's career experts to spruce up my profile, and I was already pretty good at it.


Here's an excerpt of their Cheat Shee of 5 Tips for a Professional Profile:


3. Get Recommendations… Lots of Them

Seek them proactively and seek them passively.


  • Proactive recommendation seeking involves reaching out and asking someone to recommend you. 

  • Passive recommendation seeking involves recommending someone, at which point LinkedIn asks them to recommend you back. The latter is actually a bit more effective.



5. Give Your Professional Headline a Boost


Use the “|” to divide your text and create visual breaks.


Example: Which of the following is easier to read?


  • Project Manager Specializing in Business Research and Analysis for Major Corporations


OR


  • Project Manager | Research & Analysis Specialist | Fortune 1000 Business Experience

Via Rami Kantari
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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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Assets & Facebook's Camera App: Why Instagram Was Worth $1 Billion

Assets & Facebook's Camera App: Why Instagram Was Worth $1 Billion | The Social Media Learning Lab | Scoop.it
Facebook's new camera app makes it clear that Instagram was worth $1 billion.


This is a good example of a large company sorting through its own assets, Instagram and the new Camera App on Facebook. Choices!  Choices!


________________________


If Facebook is going to achieve mobile dominance, it needs to have a Steve Jobs-like clear vision...

________________________

Excerpts:


Instagram could be Facebook’s YouTube — in other words, an acquisition that becomes monumentally important to its future, and helps it solve a problem it couldn’t solve on its own (like Google Video before Google bought YouTube.)

If Facebook is going to achieve mobile dominance, it needs to have a Steve Jobs-like clear vision. That means recognizing whether or not it makes sense to release an also-ran photo app when you just spent $1 billion buying the competition.


...If Facebook is concerned about losing ground in the mobile photo space, releasing a knock-off standalone app isn’t going to do it any favors.


If anything, the company would have been better off simply integrating the truly excellent photo-only browse mode into the main Facebook app — in other words, improving the main show first.


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11 Mistakes That Are Killing Your Blog’s Credibility | A Broader View

11 Mistakes That Are Killing Your Blog’s Credibility | A Broader View | The Social Media Learning Lab | Scoop.it

"A visitor to your blog is making a decision about your worth within a few seconds."

 

These 11 ring true to me, and offer a great checklist, including pop-ups, too much social sharing, too frequent or infrequent of a blog posting schedule and more.

 

Find out whether you're making the mistakes that turn readers away.  These mistakes can make a visitor run for the proverbial hills. 


Via Level343, ABroaderView
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3 Surprising Social Media Statistics That Will Make You Rethink Your Social Strategy | Fast Company

3 Surprising Social Media Statistics That Will Make You Rethink Your Social Strategy | Fast Company | The Social Media Learning Lab | Scoop.it

The most surprising social media statistics from 2013.  

   
Excerpted from a list of 10 from Fast Company:

     

1. THE FASTEST GROWING DEMOGRAPHIC ON TWITTER IS THE 55–64 YEAR AGE BRACKET.
     

  • This demographic has grown 79% since 2012.
  • The 45–54 year age bracket is the fastest growing demographic on both Facebook and Google+.
  • For Facebook, this group has jumped 46%.
  • For Google+, 56%.

       

___________________
   
Rethink it: If you’re hoping to get people involved, think about which platforms are best for that. 

   

___________________



2. 189 MILLION OF FACEBOOK’S USERS ARE "MOBILE ONLY"  

Mobile use generates 30% of Facebook’s ad revenue as well. This is a 7% increase from the end of 2012 already.

          

6. LINKEDIN HAS A LOWER PERCENTAGE OF ACTIVE USERS THAN PINTEREST, GOOGLE+, TWITTER AND FACEBOOK
    

Although LinkedIn is gathering new users at a fast rate, the number of active users is lower than most of the biggest social networks around. So more people are signing up, but they’re not participating.


This means you’re probably not going to have as good a response with participatory content on LinkedIn, like contests or polls, as you might on Facebook or Twitter.


Rethink it: If you’re hoping to get people involved, think about which platforms are best for that. ...Twitter and Facebook....might be a better place for your contest or survey, while passive content like blog posts or slide decks might be just right for your LinkedIn audience.


Read more here:


   

Related posts & tools by Deb:

      


  • Don't miss a thing:  We'll send Best of the Best news, from Deb's @Deb Nystrom, REVELN (change, agile learning, performance, social media, careers), once a month via email, directly to you, for free.  Preview it here, via REVELN Tools.


         



Deb Nystrom, REVELN's insight:

As social media continues to become mainstream, articles like this zoom to the top of popularity charts.  Fast Company reports that this article was one of the "most-read leadership articles of 2013."  

That it is really about social media techmology is intriguing or an editor's mistake. ~  Deb 

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Scale Back to Scale Up Your Small Business With Social Media

Scale Back to Scale Up Your Small Business With Social Media | The Social Media Learning Lab | Scoop.it

Do you know how to “right-size” your social media marketing?

Presenters: Leslie McGraw of Les Go Social Media Marketing and Training and Deb Nystrom of Reveln Consulting and the Social Media Learning Lab 
 
Do you know how to “right-size” your social media marketing?


It’s easy for entrepreneurs & business owners to rush into too much, too fast and burnout with too many social media irons in the fire. 


In this one-hour session, learn how to right-size a marketing AND social media strategy to connect, engage and inspire your audience in just 20 minutes a day.

Deb Nystrom, REVELN's insight:

We just added our photos.  Join us tomorrow at the free webinar geared for small business, for International Social Media Week,      ~  Deb & Leslie


Here we are, ramping up for our webinar tomorrow, with Les Go Social Media Marketing and Training We hope to see you on-line. Register (free) on EventBrite. #smw734
http://smw734.eventbrite.com/

 

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How to Create Content that is Meaningful, Provocative and Keeps them Coming Back

How to Create Content that is Meaningful, Provocative and Keeps them Coming Back | The Social Media Learning Lab | Scoop.it

When people can empathize with, or are impressed by, something you post, a part of their brain is triggered that makes them want to share with their friends.


Here are seven guidelines you can follow to achieve this effect. #Infographic  #Visual


Via janlgordon
Deb Nystrom, REVELN's insight:

Compelling graphics, fresh and classic ideas., keeps 'em coming back.  ~  D

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janlgordon's comment, June 18, 2013 3:01 PM
Anastasia M. Ashman Great to see you, so sorry I'm late in responding, sooooooo busy, hope you're doing well!!
Pushpa Kunasegaran's curator insight, June 18, 2013 6:24 PM

So true!

María Dolores Díaz Noguera's curator insight, November 14, 2013 6:23 AM

Amazing

Rescooped by Deb Nystrom, REVELN from Curation, Social Business and Beyond
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How to Use Social Listening to Track Clients, Competitors & More

How to Use Social Listening to Track Clients, Competitors & More | The Social Media Learning Lab | Scoop.it

Listening is where to start with the overwhelm of social media, to divide, sort and conquer - making sense of what is current.  


Shelly Kramer's blog post is about using social channels to listen to keep track of clients and competitors and a whole lot more.


___________________________

   

Have a purpose so you can find gold in the social media sea of information.

___________________________


There's a wealth of information online beyond just managing your clients if you know what you're looking for.  


Have a purpose so you can find gold in the social media sea of information. Here are some great suggestions of how to do it:


  • find content
   
  • find your inspiration
   
  • do your homework:  competitive research 
   
  • learn what people are saying about your brand


Shelly suggests you go to Facebook without logging in or openstatussearch.com


Advanced Twitter Search


Twitter is a rich source of real-time information ~ an instant focus group that immediately dials you in to what’s trending all over the world .   


By listening you can work to develop and craft your integrated marketing strategies.


Selected by Jan Gordon covering "Curation, Social Business and Beyond"


See full article here: [http://bit.ly/RzKBoB]


Via janlgordon
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10 Top Execs Share Their Social Media Secrets - Mashable Perspective

10 Top Execs Share Their Social Media Secrets - Mashable Perspective | The Social Media Learning Lab | Scoop.it

When you're occupying the C-suite, you may not have time to think about tweets, Facebook posts, Foursquare check-ins and Pinterest boards. But you should.


Great post from leaders in the know, from a respected site, known for being sharp about social media trends:


Excerpted:

 

Mashable asked C-suite execs from companies like Virgin, Ford and IBM for their best social media advice and tips: http://on.mash.to/KygBmD ;

 

Think About Community
1. Encourage a Social Culture: Culture and change management is the foundation of true social business transformation – Sandy Carter, vice president, social business evangelism and sales at IBM


2. Stay focused on what is it that’s resonating with the community – Drew Patterson, CEO at Jetsetter


3. Businesses need to dive into these communication channels to enable their customers to communicate about – and with – brands in a true dialogue – Richard Anson, Founder and CEO at Reevoo


4. Social media users can smell unauthenticity in much less than 140 characters. Enjoy yourself, have fun with the conversation, be yourself. "You can’t fake it” – Phil Libin, CEO at Evernote

 

Careful Content
5. Understand the EQ and the IQ of everything you do and especially give a crap of the life time value of your customer and or community – Gary Vaynerchuk, entrepreneur and founder at VaynerMedia


6. Can't be all things to all people, but we should always try to be more things to more people– Alexander Bolen, CEO at Oscar de la Renta


7. Be authentic and organic. It can’t be forced or it won’t work. And most importantly, have fun. – Richard Branson, founder of the Virgin Group


8. Social Media is a unique space, make sure the people who are most connected, the ones who access it every day, are empowered to be leaders in this environment – Craig Leavitt, CEO at Kate Spade


9. Have the courage to let go and not try to control the conversation or broadcast advertising messages every chance you get. Add value and contribute to the conversation – Geoff Cottrill, chief marketing officer at Converse


10. Let your loyal fans or followers have exclusive access to sales, offers or new lines for a limited time. A great way of rewarding your brands advocates– Mr. Tomoya Ishikawa, Executive Officer and Head of Creative and Web Design Department at Rakuten

 

Read Entire Post here: http://on.mash.to/KygBmD ;


Via maxOz, michel verstrepen
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maxOz's comment, May 28, 2012 7:45 AM
Alessio, my pleasure hope you had a good weekend xxx
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Demystifying social media, big business trends and structuring - McKinsey Quarterly

Demystifying social media, big business trends and structuring - McKinsey Quarterly | The Social Media Learning Lab | Scoop.it

"A McKinsey trio of writers call out how the vast majority of executives have no idea how to harness social media’s power, as well as how senior leaders can harness it to shape consumer decision making more predictably."


The commentary on the article are also illuminating, including these two:  "B2B has certainly been a slow adopter but we’ve seen a dramatic shift in just the last year...."


and


...It is no longer about how your CMO [Chief Marketing Officer] uses social media. It is about “Is your organization social-media ready?“

 

Excerpted:

 

[Social Media] is much more than ...another form of paid marketing, and it demands more too:

  • a clear framework to help CEOs and other top executives evaluate investments in it,
  • a plan for building support infrastructure, and
  • performance-management systems to help leaders smartly scale their social presence.


Companies that have these three elements in place can create critical new brand assets (such as content from customers or insights from their feedback), open up new channels for interactions (Twitter-based customer service, Facebook news feeds), and completely reposition a brand through the way its employees interact with customers or other parties.


The article includes a series of five video narrations, by David Edelman from McKinsey's Digital Marketing Strategy group.

 

Read more via: McKinseyquarterly.com  (may require free membership)  https://www.mckinseyquarterly.com/Marketing/Digital_Marketing/Demystifying_social_media_2958


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Newsjacked! Komen without a communications strategy allows the public to define the dialog

Newsjacked! Komen without a communications strategy allows the public to define the dialog | The Social Media Learning Lab | Scoop.it

It is a current, cautionary tale about social media timing.


Regardless of where you may stand on the issues, once thing is clear from the Beth Katner post cited here - define the conversation, or your public will do it for you..


The photo of PINK items on this post is being shared widely via Pinterest, Facebook an in other LARGE social media channels in protest to the Komen news about funding for breast cancer screening and Planned Parenthood.  


Current update: 

Planned Parenthood gains $650,000 in 24 hours, enough to replace the lost funding from the Susan G. Komen Race for the Cure Foundation.  Source:  The Washington Post

From Beth's network, Kivi Leroux-Miller lays out a case study documenting the social media response and provided an analysis about why it happened. As Kivi says,


Excerpted:


“This is what happens when a leading nonprofit jumps into a highly controversial area of public debate without a communications strategy, stays silent, and therefore lets others take over the public dialogue, perhaps permanently redefining the organization and its brand."


Watch and learn, so you don’t make the same mistake on whatever hot button issues your organization might be wading into.


Kivi has also written about “newsjacking” the technique of piggy backing on a crisis to get more media attention.


Kivi's blog post, featuring her newsjacking timely example, was about a lack of response by the Komen organization to a viral / big news story.    Sorry, regardless of your personal views of this situation, the BIG cautionary tale here is that ignoring social media only makes the situation worse.  Here's Kivi's newsjacking Komen story, to wit:

  • I really didn’t think about the newsjacking potential of the post until I got into writing the commentary, and decided to really call out Komen for the lack of responsiveness to their supporters. 
  • I knew it would be a good lesson for my blog readers, but then mid-morning, Komen posted on Facebook (but still not on Twitter), and I found the response to be really lacking given the outrage.
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