social: who, how, where to market

You already know social media can help get you a job, but new research suggests that's much more likely to be the case for higher-level managerial jobs than it is for low-paying jobs. (Is Social Media Elitist?

Via Susan Bainbridge

I selected this piece today because it is timely and relevant, social media is part of the equation but the focus should be on social business, which is the bigger picture. It's important to package your content and repurpose it to fit the social network(s) where your audience resides. This interview talks about   

 

In this interview with McKinsey and Compay, John Battelle, founder & chairman of Federated Media Publishing says.....

 

**Marketers need to shift their mindset from being a publisher to engaging an audience.

 

To paraphrase:

 

Marketers are starting to see an ecosystem of paid, owned and earned media that they're very interested in feeding through social interactions and content marketing.

 

Here's what caught my attention:

 

Marketers have always created content, print and radio ads, 30-second spots, display banners

 

****But they never have really seen these elements as an integrated corpus of content living in a digitally driven ecosystem

 

**Marketers need to become engagement publishers

 

**"Increasingly, [marketers] are realizing that this social media space involves an ongoing conversation. Assets never really go away."

 

**Building conversation “inventory” at scale

 

I agree that all brands probably should be on Facebook, but what you really need is an integrated strategy that has – at its root – the brand's own domain, independent from any platform other than the Internet itself.

 

Measuring the success of conversational engagement

 

These things are very hard to directly measure from a simple click. And often, as we know, the people who click are not the people you want as customers anyway.

 

**So you need a bridge to that kind of insight that gives a media buyer the justification to say that this new technology is worth the investment.

 

**Marketers have been very interested in understanding how their content is amplified in the past few years

 

**Now there is technology that allows us to automatically collect and present this data (More in detail in interview)

 

**The best companies create communities of interest that are independent:

 

**they are rooted in the independent Web, with expressions on Facebook, or as an iPhone or Android app – those all become instances of their brand.

 

** Companies should create a circulatory system through which they can promote different aspects of their messaging and interactions with their community.

 

**If you're going to be a brand with a publishing approach to marketing, you must have an independent taproot that isn’t controlled by anyone but you. 

 

Put out your branches and feelers everywhere. Integrate that experience and let your content and messaging flow through it.

 

Curated by Jan Gordon covering "Content Curation, Social Business and Beyond"

 

Read full interview here: [http://bit.ly/x7mHwm]

Via janlgordon, Robin Good

This piece was written in May of 2011 by Pawan Deshpande, CEO of HiveFire for cmo.com. I'm curating this on 12/31/11,  my last post for 2011.

 

Great article, 2012 will be a signicant year for content curation!

 

Here’s what caught my attention:

 

****Industry experts and analysts have begun to focus on content curation as a key marketing strategy.

 

**** “Content curation has emerged as one of the highest potential enterprise tools for B2B marketers to draw and engage specific audiences,” said Susan McKittrick of the Patricia Seybold Group, who has conducted several in-depth reports examining the growth of content curation within the realm of marketing.

 

In February, 2011, **(It will be interesting to see what these statistics are today as we approach 2012). HiveFire surveyed more than 150 marketing professionals; our data supported McKittrick’s insights:

 

**Forty-eight percent of marketers are already employing content curation in some form or another

 

**58 percent of those surveyed who are curating content are mixing both original and third-party content, which solidifies the curator’s credibility among its audience

 

**Robert Davis, PJA Advertising’s senior vice president of digital marketing, believes that employing a content-curation strategy--in particular, curating third-party content--is essential for increasing a brand’s influence and position as a thought leader in its space.

,

**You need to put yourself into the mindset of a publisher by writing blog articles, producing podcasts, and authoring e-books and whitepapers.

 

**It helps marketers find, highlight, build on, and share relevant, timely information of keen interest to an audience.

 

****Curated content becomes the source information for lead nurturing, social media engagement, thought leadership positioning, community cultivation, and drawing organic search traffic.”

 

**When creating content for your brand, you are helping to educate your prospects only through vendor content.

 

**Without content from outside experts and peer groups, they are left on their own, out of your reach, to find it themselves.

 

**While most marketers understand the need to produce content, there is more that can be done to position your brand as the “go-to” source for your industry.

 

**Curation can help marketers produce and share better, prospect-engaging content by presenting a broader selection of peer, vendor, and expert sources in the context of a company’s brand.

 

Curated by Jan Gordon covering "Content Curation, Social Media and Beyond"

 

Read full article here: [http://bit.ly/rOEnZG]

Via janlgordon