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The Benefits Of Social Media Beyond Marketing - Forbes

The Benefits Of Social Media Beyond Marketing - Forbes | marketingXXI | Scoop.it
North Bay Business Journal
The Benefits Of Social Media Beyond Marketing
Forbes
Think you've got the social media thing down at your business?
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Gartner’s Social Marketing Survey 2013 - Gartner

Gartner’s Social Marketing Survey 2013 - Gartner | marketingXXI | Scoop.it

Excerpted...

 

Some of our findings include:

Content is King: Content creation is the top role for almost 50% of the social marketing team and a third of respondents report that great content and authentic engagement make a company a great social marketing leader. See Gartner’s 2013 Social Marketing Survey Finding: Content Creation Fuels Social Marketing, available to all.

The Holy Grail: 38% of respondents say social marketing results in leads.  Fan and follower counts, engagement rates, and implied increases in reach and awareness are good, but bottom line results speak volumes and keep your social programs funded. See my blog post on Social Marketing in 2013.

Help Wanted: 36% percent of respondents outsource content development and management to counter a skills gap. We suggest using in-house skills as the foundation, augmented by service provider relationships, to help you scale.

Thanks IT, But No Thanks?: Only 12% of respondents give their IT organization a major role in social marketing.  With interview responses like “They don’t know anything about it” or “They aren’t involved in anything, and we have our own set of rules in marketing”, IT will need to up their game in innovation and thought leadership to be relevant. We recommend sourcing from your IT organization if they are willing and able, build your own technical team or outsource it. Don’t skimp on architecture, design, and operations as you scale.


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CYDigital's curator insight, April 2, 2013 9:11 AM

The full report is available to Gartner subscribers, but the aforementioned definitely has value!


  • See the article at blogs.gartner.com
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  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
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Introducing The Center of Content Excellence

Introducing The Center of Content Excellence | marketingXXI | Scoop.it
Big companies are suffering from content proliferation syndrome. A Center of Content Excellence can help.

Via Eva Sanagustin
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B2B Marketing’s Measurement Problem - B2B Digital Marketing

B2B Marketing’s Measurement Problem - B2B Digital Marketing | marketingXXI | Scoop.it

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But your organization that is accustomed to measuring marketing by the value it delivers (in qualified leads or ultimate sales) versus the investment you made. Is your entire organization, not just the marketing department, ready to change how you measure marketing?

Usually, the near term answer is no. Changing how marketing is measured is a significant change and is, at its heart, a change management issue. For example, these are just a few of the areas it will impact:

Business stakeholders throughout the organization (from existing marketing partners to sales to the executive team) will need to understand the new measurement.New marketing technology or service investment will need to be made, likely increasing the infrastructure cost of marketing.All existing marketing performance will need to be updated, triggering an extended period of testing in order to determine the most effective tactics based on the new measurement.

It is a complex sale, but most B2B companies will continue to use their simple measurement.

 


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CYDigital's curator insight, April 2, 2013 9:57 AM

Attribution! You have the tools: use them! See the post for a few recommendations.


  • See the article at b2bdigital.net
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.