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Social Media Marketing’s Biggest Myth | Jeffbullas's Blog

Social Media Marketing’s Biggest Myth | Jeffbullas's Blog | Social Marketing Revolution | Scoop.it
The marketing industry is sometimes its own worst enemy. “Social media marketing” has become a sort of Utopian ideal in the industry. What it hasn’t become is a well-organized, efficient process.


Marty Note
Love this paragraph:

"What sells online is targeted, meaningful information. What doesn’t sell is half- baked, wannabe materials which don’t work as sales leads or act as deterrents, like hype content. Social media is fussier still. If you were at a party trying to have fun, would you drop everything to be sold insurance? The insurance companies don’t sell to the social sites like that. They work with targeted information, based on the “This is useful” approach to content, and it works." From Jeff Bullas Blog

The idea that you MUST be in social media is wrong. The idea you must be in social media sharing information that helps your customers is right. In the Thank You Economy you will need to give until it hurts and then give some more.

Content isn't free and if you are like most you are a tad skeptical about how the top of the content marketing funnel relates to the end. Trust me it does. I started blogging in 2007. ScentTrail Marketing (http://ScentTrail.blogspot.com ) was lucky to get two people and a dog for years.

Then a magic thing happened. ScentTrail arrived at the top of the hill and started to slide down. Every content play takes time to develop fans, have enough content out there in enough places and a large enough follower base to sustain itself. Now it is a rare day several hundred people don't stop by, read something, leave a little spam (like daily now :) and share thoughts.

I realized today I've NEVER developed a website that lost money, never. Some of them wandered around a little (lol), but the web will teach you what to do if you are listening, if you are playing.

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The $240,000 Nissan Rogue Social Marketing Event That Didn't Happen- Curagami

The $240,000 Nissan Rogue Social Marketing Event That Didn't Happen- Curagami | Social Marketing Revolution | Scoop.it

The day a big company understands social media marketing it may be time to buy water and canned goods and get in the basement. The end of days is near.

As this post shares, doesn't look like the end of days is near based on how TONE DEAF Nissan was to a cool social marketing idea, and idea that would have sold $240,000 in cars and costs...well NOTING.

We may NEVER need water and canned goods...sadly.


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GAMIFY Content Marketing - A Haiku Deck by Martin Smith

GAMIFY Content Marketing - A Haiku Deck by Martin Smith | Social Marketing Revolution | Scoop.it
Successful content marketing engages over time. Engagement needs online community and a role shift from content creators to community curators and GAME creators.
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Year End Cool Tools Report: Twitter, Scoop.it, Gplus & Haiku Deck

Year End Cool Tools Report: Twitter, Scoop.it, Gplus & Haiku Deck | Social Marketing Revolution | Scoop.it

Social Media Marketing Tools
Team Curagami thought it would be interesting to look across the tools we love to use to see who is helping and how much:

Total Views
GPlus: 1.92M
Scoop.it Views: 173,000
Haiku Views: 83,464
Twitter: ?

Use Time

Twitter: 6 Years

Scoop.it Use: 3 Years
GPlus: 2 Years
Haiku Deck Use: 1 Year

Content Created
Scoops: 6,716
Tweets: 17,300
Haiku Decks: 38
Google Plus: 2,000 (estimate)

Following

Scoop.it: 34,000
Twitter: 5,355
GPlus: 4,397

Haiku Deck: Doesn't Offer Yet (have talked to them about this)

Caveat
If your Apples to Oranges warning light is on we agree. There are so many variables with one of the variables being how each of these tools helps the others so comparison is somewhat moot.

That said here are some random thoughts about each social media / content marketing tool:

Twitter = Frustration
Twitter is always 3 steps forward and 2 back. Each day @Scenttrail (http://www.twitter.com/scenttrail) and @Curagaqmi (http://www.twitter.com/curagami )gain and lose followers. Engagement is limited in this kind of "fire hose" marketing and for every 3 followers 2 drop off (I trim with JustUnfollow) despite my generally trying to follow everyone even remotely related who has followed me or us.

When we see Ashton Kutcher has millions of followers and treats what we work at so HARD as a big joke it's frustrating and maddening. I don't think any team can DO WITHOUT the "radio of the web", but its hard to grow a tribe there. Best to use Twitter for what it is good at - informing your tribe about what is happening now.

Scoop.it = Following & Future of Content Marketing
Scoop.it's ability to form a tribe is outstanding. The stumble comes when we try to figure out how to communicate with, listen to or curate from our followers. We think our Scoop.it "Magazine" Page: @Martin (Marty) Smith should be MORE IMPORTANT.

Scoop.it has 1M users now. We would love to see more Hero Marketing similar to what Haiku Deck does so well. Where is the Top Scoop.it Curators list? Where are the stats showing the Top Scoops of 2014 on a variety of dimensions (share, links, views)?

Scoop.it is sitting in the catbird seat since content curation is about to be the big win, but we would love a more proactive stance from Team Scoop.it. That said, they've been KIND and GENEROUS adopting me despite tough financial times due to cancer treatments. Like Haiku Deck Scoop.it has a great team and they will figure it out.

Goole Plus
We LOVE Google Plus, but losing the charismatic leader Vic Gundotra was a shock. I love hangouts, but they are not enterprise ready full of creaks, pops and cracks when used. Not easy either. GPlus has a LEARNING CURVE.

On the positive side IT'S GOOGLE. I don't know anywhere else where a following of less than 5,000 can generate page views close to 2M. Content on Google gets seen, commented on and that's worth our investment and continued learning.

https://plus.google.com/u/0/+MartinWSmith/posts 

Haiku Deck
For team Curagami the real revelation is Haiku Deck. We get MORE for LESS with Haiku Deck than any other social media tool (period, full stop). The fact that our decks, even the old sleepy ones, continue to generate new views is amazing.

Haiku Deck's adoption of our favorite online community / Hero Marketing idea is why our 38 decks are slouching toward 100,00 views after only a year and much less ditch digging than our first two years on Scoop.it. We created a Haiku Deck about their creation of online community:

Haiku Deck Model
http://shar.es/1H5cUm

Yes, Haiku Deck is being helped by the entire ecosystem especially Scoop.it, but if you have ONE thing you can do create decks and pray.

Because no one can do ONE THING anymore (sadly). What about you? What are your favorite social media tools and why?

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Neil Ferree's curator insight, December 31, 2014 4:58 PM

Metrics that Matter from an A+ Content Curator @Martin (Marty) Smith

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7 Social Media Tools That Make an Impression via Business 2 Community

7 Social Media Tools That Make an Impression via Business 2 Community | Social Marketing Revolution | Scoop.it

Level up your brand by getting social Twenty years ago, GeoCities made its online debut. As one of the world’s first social media communities, GeoCities set the benchmark for future sites like…

Marty Note
Agree, half of these tools were new to me and I do this (social media curation and marketing) for a living. Great post. Note: I changed the graphic from the original Scoop since the Sales Force ad wasn't related to the B2C post.


Via Mike Milazzo
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A Social Media Marketing Infographic For the Unbelievers (& God Help 'em)

A Social Media Marketing Infographic For the Unbelievers (& God Help 'em) | Social Marketing Revolution | Scoop.it
Great social media marketing infographic to convince any unbelievers (and good help 'em).
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Connection: The New Ecommerce - A Haiku Deck by Martin Smith

Connection: The New Ecommerce - A Haiku Deck by Martin Smith | Social Marketing Revolution | Scoop.it
Connection, our human ability to listen, share and respond, is the new ecommerce. This Haiku Deck is in support of Marty Smith's Keynote talk at FedEx Connection Conference 7.30.14.
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Invisible Giant of the New SEO via @HaikuDeck

Invisible Giant of the New SEO via @HaikuDeck | Social Marketing Revolution | Scoop.it
There is a new invisible giant, a giant using 5 "tricks" so the "new seo" is hard and harder to see and understand. This Haiku Deck and Curatti blog post is about how to see the invisible giant. How to win hearts, minds and loyalty online.
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I spent 48 hours on Ello. This is what I saw via @malekalby

I spent 48 hours on Ello. This is what I saw via @malekalby | Social Marketing Revolution | Scoop.it


 Ello is currently in beta, and we are inviting new users in small groups as we roll out new features.

Marty Note
Fellow Scoopiteer @malek
post notes favorable disposition to the ad free nature of Ellow, but doubts the nascent social net is ready to de-throne Facebook. Others agree: http://mashable.com/2014/09/29/ello-is-no-facebook-killer/ .

I will weigh in once I get my double secret beta login (and if that last statement sounds frustrated already you are correct).


Via malek
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malek's curator insight, October 1, 2014 6:17 PM

Top secret new social media. Going back to the ad-free model, that may be the secret behind the rapid expansion of Ello. But too early to name Ello as the killer of Facebook.

[url=/u/129000 x-already-notified=1]Martin (Marty) Smith[/url] called it the new/better Facebook here

Adlava's curator insight, October 2, 2014 5:56 PM

Haven't heard of a lot of these, thanks for sharing, @Martin (Marty) Smith

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Is Ello The New / Better Facebook?

Is Ello The New / Better Facebook? | Social Marketing Revolution | Scoop.it

Ello Manifesto

We believe there is a better way. We believe in audacity. We believe in beauty, simplicity and transparency. We believe that the people who make things and the people who use them should be in partnership.

We believe a social network can be a tool for empowerment. Not a tool to deceive, coerce and manipulate — but a place to connect, create and celebrate life.


You are not a product.


Mark Traphagen
Mark was on Ello early creating helpful tools as is his way.


Mark's Take on Ello

https://plus.google.com/102639884404823294558/posts/ZxRjQkTFPhf


Mark's Free Ello Guide
https://www.stonetemple.com/ello-the-complete-guide-to-the-ad-free-social-network/

 

 

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Jan-Olof Steen's comment, September 30, 2014 1:38 AM
As long as it is invite only it will fail...
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Are You the Best Guest Blogger In The World or A Mensch Willing To Help A Startup In A Pinch? via @Curagami

Are You the Best Guest Blogger In The World or A Mensch Willing To Help A Startup In A Pinch? via @Curagami | Social Marketing Revolution | Scoop.it
Curagami needs to find the best guest bloggers in the world to fill in for founder Marty as he heads to Ohio State for cancer treatment. Want To Help?

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London Calling: Internet Marketing Lessons & Discovering Your PUNK Ethos via Joe Stummer

London Calling: Internet Marketing Lessons & Discovering Your PUNK Ethos via Joe Stummer | Social Marketing Revolution | Scoop.it

When the Clash was labeled "The Only Band That Matters," it may have been record company hype, but when I was a teenager, there was probably no band that...

Marty Note
One of my favorite documentary films is the bio-pic about the Clash's Joe Strummer. "That's how we learned to play by doing it for ourselves a punk ethos. You got to be able to go out there and do it for yourself because no one is going to give it to you. Soon became a real big mashup," says Joe strummer.

Sounds like crowdfunding and Internet marketing to us :). M

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Invisible Giant & Social Media: Why New SEO So Hard To See via @HaikuDeck

Invisible Giant & Social Media: Why New SEO So Hard To See via @HaikuDeck | Social Marketing Revolution | Scoop.it
There is a new invisible giant, a giant using 5 "tricks" so the "new seo" is hard and harder to see and understand. This Haiku Deck and Curatti blog post is about how to see the invisible giant. How to win hearts, minds and loyalty online.

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Serendipity of TIME Finding @AlexeiVella via @MuseumModernArt & Suggesting To @RedBulletinUSA

Serendipity of TIME Finding @AlexeiVella via @MuseumModernArt & Suggesting To @RedBulletinUSA | Social Marketing Revolution | Scoop.it

Sticker Bomb Book Journey
Feeling CRAPPY and DOWN one day last week I went wandering around museum sites to cheer up. I found a great book in MoMA's Store. Sticker Bomb  (bit.ly/1pyfxES ) is a book of carefully printed stickers from cool graffiti artists such as Alexei Vella (http://www.alexeivella.com ). Alexei's work was new to me, but LOVE IT!

Sticker Bomb is best $25 bucks I've spent in a long time (great for kids too). THINKING about where I'm going to "bomb" these stickers is fun. I wrote Alexei a quick email saying how much I like the work and got to thinking about places I know where the work could would fit.

So I sent a Tweet to one of the few publications I will read NOT on a computer - the RedBullBulletin (http://www.redbulletin.com/us/us ) - and hope they use Alexei.

Thinking about ways we can employ Alexei on Curagami our Durham, NC based startup too. Great stuff!!!

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30 Twitter Tools To Boost Marketing Results In 2015

30 Twitter Tools To Boost Marketing Results In 2015 | Social Marketing Revolution | Scoop.it


This article covers the best Twitter tools to use in 2015 for getting better marketing results. If you want to get the most out of this year: click now!

Great list of "new to me" Twitter tools. Twitter is the "radio of the web" and so indispensable to an online marketing strategy. Content evolves, changes and spins. As it does so always good idea to share the latest revolutions on Twitter.

Just don't forget to curate content from from other trusted sources related to your brands and don't push too hard. Twitter is like water - hard to hold in your hand and always flowing  downstream.


Via Levent Cem Aydan
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Social Media Marketing...Because Your Past Doesn't Scale

Social Media Marketing...Because Your Past Doesn't Scale | Social Marketing Revolution | Scoop.it

Social Media Doubters Begone
Created an interesting spontaneous "campaign" for New Years. New Years day is my birthday. It is my father's birthday too. After a great suggestion from @Kelly HungerfordI set up a spontaneous event.

Every Happy Birth generated a $10 donation to Dr. John Byrd's work at the James Cancer Center at Ohio State where I'm being treated for the leukemia my father and I share.

After the event I created a report showing where my 72 Happy Birthdays came from:

33% Came from Social Media Friends (many made here on @Scoop.it).
24% came from work friends.

19% came from Greenwich (where I grew up during a special time)
12% came from Vassar where I graduated i 1980
11% came from Choate where I graduated in 1976

Still think social media doesn't matter? As I noted in the GPlus post, the ONLY thing that can scale in that list is Social Media. I may be able to incrementally increase my alumni networks, but only Social Media can quadruple.

The future is social. Get used to it and realize it changes everything.

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Kelly Hungerford's comment, January 22, 8:03 AM
This was an awesome idea, but you give me far too much credit! It was a true collaboration of blending ideas and inspiration! And in any case, you are always the catalyst Marty! That's one of the many things I love and respect so much about you! Love the stats you include in this post, by the way. Great analysis and social proof! :)
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Social "Slow TV" Earns A 20% Share In Norway [TED Talk]

Social "Slow TV" Earns A 20% Share In Norway [TED Talk] | Social Marketing Revolution | Scoop.it

Social Slow TV
Thomas Hellum's "boring TV" isn't that boring if you care about share. Why does the longest documentary ever shot captivate? TV too is about to become a 2 way street thanks to the social / mobile web.

Hellum's Norwegian production are near and dear to our hearts and our launch of NearThereNow.com a home for people to share their arrivals, departures and "slow TV" versions of trips in planes, trains and automobiles.

Near There How Videos
http://www.neartherenow.com

Excitement may be overwrought. Look at how much free media Heellum generates from creating "boring TV" and realize what is driving hypnotic success:

* Participation in real time.

* Not editing the timeline.

* Slowing the frame of reference so anyone can understand fully.

* Creating a social event long enough to let many get involved.

* Not editing how those who want to contribute do.

All great web marketing / online community building lessons too. Hope you will upload your NearThereNow Videos the next time you are arriving or leaving a favorite place. Sharing makes leaving hurt less. Sharing make arrival all the more exciting.

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3 Reasons Marketers Fail Using Social Media | @TedRubin

3 Reasons Marketers Fail Using Social Media | @TedRubin | Social Marketing Revolution | Scoop.it

Marty Note
Solid post by Ted that explains the subterranean traps many marketers fall into when using social media. Rubin points out that some OLD marketing truths still hold water such as:

  1. You are NOT Your Customer—Do Your Research
  1. Frequency Isn’t a Bad Thing
  1. Story is Important

Great tips here about lessons every marketer learned but seem to forget when "social media" is in front of "marketing".


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Neil Ferree's curator insight, December 31, 2014 5:05 PM

Finding your voice, your tempo, your style and your frequency are "almost" as important as the content you curate and share.

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iPhone Six Plus: 10 Things I Love!

iPhone Six Plus: 10 Things I Love! | Social Marketing Revolution | Scoop.it

iPhone Six Love
I am NOT a phone person. I'm "speaking" with people on social media all day every day so the ringing bell of a phone feels a little Pavlov's dog for me. Ever notice how often commercials feature a ringing phone?

Convention demands we ANSWER a ringing phone so that's why ringtones make their way into so many commercials in a blind attempt to manipulate our attention if not our love. I'm ALWAYS working on something. Stopping to answer a phone call, sometimes about the project I'm working on at that moment, seems distracting and a nuisance.

TWEET ME is what my close friends and clients have learned. They respect the "mine digging" aspect of my chosen profession. They know I'm often lost in a hole so deep I may not come out for days (lol). They also know I'm watching five different social media feeds all day long, so they tweet me telling me to look at my email.

Amazingly NOW I'm current on email. Why? iPhone Six Plus. The new iPhone doesn't make me love talking on the phone anymore, but boy do I love THIS "phone".  Here are ten reasons why:

* Typing - SO MUCH EASIER to type with fat fingers now (THANK YOU).
* Sound - Listening to Talking Heads LOUD with my Moon Audio Dragons on Shure SE846 earphones and sounds like BUTTER.
* Album Wall - love the horizontal scroll Pinterest-like through my albums.
* Social Hub - Since typing is easier I'm using my iPhone as a Social Help performing triage on content 10x faster.
* CAMERA - Wow new camera is stunning & cool apps make it even more so.
* Reading - display is so GOOD reading is a real possibility.
* Travel - WOW, will NEVER get lost again with Siri telling me when to turn (what's that worth). Bought backup battery charger to make sure to NEVER lose that helpful turn signal at the wrong time.
* Battery Life - SO MUCH BETTER than my 3 not even funny.
* Retired - My iPad Mini is all but GONE as it was too hard to read (should have bought the big one) iPhone is easier to swipe and manipulate with gestures (maybe just me).
* Fun - Fun factor is 10x my 3, well worth the wait and the extra $$ to have such a helpful tool.

I love my iPHone 6Plus so much, thanks to Phil Buckley for convincing me to go LARGE, I may enjoy talking on the phone some day soon...well pigs could fly someday (lol). M

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Time To Think of Content As Part of User Experience

Time To Think of Content As Part of User Experience | Social Marketing Revolution | Scoop.it
Posted by wrttnwrd
Forget content marketing, SEO content, and whatever else as you know them. We need to fundamentally change our approach to content.
It's not an add-on or a separate thing. It's an inseparable part of the user experience.

Via malek, massimo facchinetti
Martin (Marty) Smith's insight:

YES, agree content is part of "user experience". Thinking social media should be in the same category.

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malek's curator insight, October 29, 2014 7:58 AM
  1. Integrate content that can enhance the user experience
  2. Optimize what you already have
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Sales In A Social Marketing World: Calls How Many? via @InsightSquared

Sales In A Social Marketing World: Calls How Many? via @InsightSquared | Social Marketing Revolution | Scoop.it

Insight Squared
Link is to an interesting InsightSquared study that may answer the wrong question the wrong way. The question, should your sales person keep calling, should be should your sales person call. Calling or "cold calling" prospects in a social / mobile / connected world is a nonstarter.

Eli Pariser's Filter Bubbles explains why (TED Talk link: http://www.ted.com/talks/eli_pariser_beware_online_filter_bubbles?language=en ). Pariser explains there is NO WAY you can call me cold and win. Most "prospects" are surrounded by a fortress of content, friends and known and trusted resources.

Warm Is Better Than Cold
We don't know what we don't know and we don't care (lol). NO WAY I would suggest a call until your CRM (Customer Relationship Management like SalesForce) system shows and quantifies interest. I would email a prospect relevant information before I would call.

Calling is intimate and presumes a relationship that may not exist yet. I HATE talking on the phone, but I tweet, Scoop and G+ all day long. Interacting with me on any or all of those platforms earns the right to do something I hate (talk to me on the phone). I'm not in the market for enterprise SaaS stuff at the moment, but bet my feelings aren't too far off (since it wasn't all that long ago I managed a large ecommerce website).

Better when your prospects contact you. Contacting you means you are an order of magnitude more likely to "make a sale". Acceptable ways to contact someone cold include:

* Know one of my friends and they suggested contacting me.
* Read something I published and want to follow or add to the post.
* Responding to one of my requests for help on social media.


An example of that last bullet is I'm looking for a place to stay in Columbus, Ohio for several weeks in November. Help with that and I would be glad to listen to a relevant pitch. The most important point is not to be COLD anymore. There is so much information about all of us so easily available build on something shared, known and collaborative.

BUT BE CAREFUL TOO

I'm way to presumptive. I make errors of commission. Each step in a relationship requires time to solidify, improve and strengthen. Hurry = death in a sales call. Leave some openness. Don't worry or hurry and try not to make errors or commission or omission. Easy to write when I am years away from my last "MUST MAKE" sales goal.

The irony of TODAY is to hurry and push will kill you faster than almost anything. To be patient, relevant and invest is the key to long term sales success. Do I miss having quarterly goals hanging over me? Not so much :). M

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Social Media Marketing: 12 Free Tools

Social Media Marketing: 12 Free Tools | Social Marketing Revolution | Scoop.it

there are a plethora of free tools designed to give your Facebook, Twitter, or LinkedIn account a little something extra. Here are 12 100% free social media tools that help manage, monitor, or develop content – in no particular order.



Via Kamal Bennani, oconnorandkelly
Martin (Marty) Smith's insight:

Great and many new to me tools.

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Marianne Naughton's curator insight, October 4, 2014 1:02 PM

Tools for social media

Robert M. Crawford's curator insight, October 5, 2014 9:01 AM

Just what I need to assist my company's exposure as RMCO MUSIC is a varied entity that deals with many areas within the music business including all aspects of  music production such as songwriting/composing, producing, recording, & engineering, as a guitarist, arranger, & vocalist. Also working in music event management as a live sound engineer, stage manager, & consultant, 

Evelyne Phiane's curator insight, October 5, 2014 12:02 PM

tools 

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Social Media Marketing Good, Bad, Ugly [INFOGRAPHIC]

Social Media Marketing Good, Bad, Ugly [INFOGRAPHIC] | Social Marketing Revolution | Scoop.it

Marty Note
The Bad and Ugly shared convincingly in this infographic speaks more to OUR (i.e. business) continued ignorance that problems inherent in WHAT IS HAPPENING. Business is social, get used to it.

But there's a problem.

The problem, as is true in any transition time, is the OLD ain't fully dead yet. At some point, possibly soon, those "social media deniers" in the C suite are going to be dead (one way or the other lol).

Don't have to look far for convincing evidence. Look around in any public space and you will see people with head down keying the secret social STUFF of our lives. One would think the ubiquity of smart phones would convince the C suite to wake up.

Not so much apparently.

The C Suite isn't connecting the dots:

Smart Phone = social media. Social Media = traffic. Traffic = Money.

Read Ian McCarthy on why the Selfie Gets Bigger to understand why social media laggards will pay a high price to catch back up:
http://www.linkedin.com/pulse/article/20140923131408-1879-gopro-drones-and-making-wearables-social

Meantime enjoy this inforgraphic that says more about US than SMM.

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The Powerful Content Curation Tool You're Not Using via @jkennedy93

The Powerful Content Curation Tool You're Not Using via @jkennedy93 | Social Marketing Revolution | Scoop.it
Content curation is all the rage right now. But finding all this great content is time consuming. Fortunately for content marketers, there's an incredibly powerful social media tool that doubles as...
Martin (Marty) Smith's insight:

Agree 100% with this great share from my friend Janet Kennedy. Pinterest builds community FAST and it is a natural content curator because its so VISUAL.

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Haiku Deck Favorites & Vote For Your Faves | Listly List

Haiku Deck Analysis
After an extensive Haiku Deck analysis we've come to one conclusion - every IMer should be using this tool! You can see the analysis on Curagami.com here:
http://www.curagami.com/featured/buffet-tools-conversations-top-haiku-decks/

Be sure to VOTE for your favorite Curagami Haiku Deck!

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Use Content to Shorten Your Sales Cycle - 6 Simple Tips

Use Content to Shorten Your Sales Cycle - 6 Simple Tips | Social Marketing Revolution | Scoop.it
Content, when used right, is an incredible sales tool. It can also dramatically shorten the sales cycle. Here’s how…



Via Brian Fanzo
Martin (Marty) Smith's insight:

Agree with Brian's note: Great Teaching + Helpful Information = Trust and the faster you get to trust the more likely you are to sell something. Repetition is important too. Most people give up, go away and blame YOU (the receiver).

I always try to HANG IN, KEEP SHARING and tune the only engine I can = ME :). Great tips here on sharing, teaching and building trust to shorten the sale cycle.


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Brian Fanzo's curator insight, August 18, 2014 7:33 PM

Great teaching + Helpful Information= Trust