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• 13 Tactics to Make Social Media Work Harder http://bit.ly/2XY2yD

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• 13 Tactics to Make Social Media Work Harder - ClickZ

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  With last year's exponential growth of Facebook and Twitter, marketers accept that social media is a requisite element of any integrated marketing strategy. But social media is new and in some ways different from traditional media. The challenge is leveraging social media effectively to build your prospect list and customer base, drive sales, and develop customer advocates.

  While marketers intuitively understand this, many need to use some fresh tactics to help build a social media marketing plan that achieves these goals. Here are 13 actionable tactics:

  1. Understand how and why members of your target market use social media. As with any marketing plan, it's critical to know your target audience so you can develop properly tailored content and communications to meet their needs. Here are three factors to consider to better understand why they participate in social media:

     • People want to connect with people who have similar interests to socialize.
        
     • People are looking to expand their network of relationships, especially in situations where they need a personal referral.
        
     • People use social media as a search filter to get input from trusted sources.

  2. Develop content that meets consumers' needs and interests. This should go beyond just broadcasting some offer. You should limit promotions to one out of 12 messages at most. Specifically, provide information that fulfills customers' and social media participants' needs. Remember, with social media, your audience is broader than your target market. Consider the following types of content and information:

     • Provides product support and/or how-to information. This is particularly useful to encourage purchase (for example, recipes) or to provide additional instructions for post-purchase.
        
     • Relates to consumers' hobbies and personal interests. Also, consider targeted communities like Ravelry and Dogster.
        
     • Provides humor, because everyone likes to be entertained.
        
     • Acts as a communication channel to aggregate relevant news, announce meetings, etc.

  3. Use a variety of forms of content and understand the role that each plays in social media. A combination of time specific and evergreen information is necessary. Some types of social media drive people to your Web site and your other social media pages. Among the different formats to consider are articles, commentary (including comments, reviews, discussions, and tweets), blog posts, photos, audio, video, presentations, and Webinars.
      
  4. Enable social media participants to share content. This applies to the content on your Web site and third-party social media sites, as well as your other communications and collateral. Remember, information is currency in their relationships.
      
  5. Support and promote consumer-generated content. This should be across a wide range of venues, including consumer comments, reviews, and discussions on community sites and bulletin boards; and vehicles like TripAdvisor, Yahoo Answers, and LinkedIn.
      
  6. Integrate product information into your content/story. This is necessary for readers to find your product. Make your products part of your story. It's important that your Web site and purchase pages are optimized so visitors can share, save information, and purchase.
      
  7. Leverage social media's ability to serve as a search function. In part, Twitter's time on site is low relative to sites like Facebook because it acts like a search engine by sending readers to other sites and content.
      
  8. Use content in social media to help build organic search optimization. Provide keyword rich content and links to other areas of your Web site and offer related information. This is particularly important with the introduction of real-time search results.
      
  9. Listen to, interact with, and recognize consumers. They want to be heard and acknowledged. They want human interaction, not an automated communication.
      
  10. Provide immediacy and nimbly react to events as they unfold. For example, people mobilized and donated to Haitian causes within minutes of the recent earthquake. The key is to make your communications relevant on an individual basis and to enable smaller contributions.
       
  11. Participate in social media with a human voice and a personal story. This refers back to "The Cluetrain Manifesto."
       
  12. Encourage employees to participate in social media. Trust them to build relationships outside of the traditional channels of sales, support, and service. Develop guidelines to empower employees and give them appropriate training. This gives your company a real human face and builds cohesion both internally and externally.
       
  13. Track relevant conversations, responses, customer relationships, and sales across social media forums. Also, measure specific initiatives to determine which ones are most effective for your offering and customer base. Use these results to help modify and refine your tactics.

  Overall, it's important for marketers to know that social media is not one specific campaign or set of initiatives. It requires a change in mindset that demands ongoing commitment and reaches across your entire organization. The creative use of social media is critical to ensure that your marketing continues to be in tune with the needs of today's consumers.

• Social Media News and Web Tips – Mashable – The Social Media Guide

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  Apple The iPad is breaking out in a very mainstream fashion: an ad for the Apple device just aired during the Oscars.

  The ad explains why Apple CEO Steve Jobs was spotted on the red carpet earlier. We’ve got a screenshot and we’ll post video as soon as it comes in (update: video added below).

• home-office mode in Bantrybay...

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• Wired' Chief Says iPad Will Rescue Magazines http://bit.ly/8Ii1cO #ipad #wiredmag

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• 'Wired' Chief Says iPad Will Rescue Magazines

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  Chris Anderson has seen the future of magazines -- and it's on a tablet. In an address at the American Association of Advertising Agencies' Transformation Conference in San Francisco today, Anderson, the editor-in-chief of Wired, extolled the possibilities for the magazine industry via Apple's iPad and other future tablet-computer platforms. Wired staffers have been working to create a tablet version of the title for six months, with the goal of having it ready in May. "We've been looking for a way to do it better, and the good news is that I think we found it," said Anderson. Presently, online versions of magazines lose "the coherence and majesty of the [printed] medium," said Anderson. Tablets, on the other hand, offer impressive functionality, such as 360-degree views and iPhone-like screen sliding, plus collapsing and layering -- all of which make the user experience vastly more compelling than the Web, he said. Additionally, the success of the iPhone, Kindle and the emergence of cloud computing have paved the way for devices that are less powerful and lighter with a longer battery life than standard laptops, Anderson said. The iPad is just such a device, and it will sell millions of units in its first month and tens of millions in the following months and years, he predicted. "It will take less than 10 years for it to become mainstream," he said.

• Nearly one-fifth of marketing dollars will go to social in five years...http://bit.ly/3Tqr3C

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• Nearly one-fifth of marketing dollars will go to social in five years

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   Social marketing budgets are constantly going up, according to “The CMO Survey” from Duke University’s Fuqua School of Business and the American Marketing Association (AMA).

  Marketers were already planning on upping spend in August 2009. They have continued to increase outlays since then, with respondents in February 2010 claiming they will devote nearly one-fifth of their marketing budgets to social media in the next five years.

  

  Looking across sectors, business-to-business (B2B) spending is nearly in line with business-to-consumer (B2C), except in the lagging B2B products category. While B2C services were behind the game in August 2009, spending in that area has caught up and will remain in line with other outlays for the next several years. B2B product marketers will remain behind the curve over the next five years.

  

  Notably, spending plans for every sector were higher in February 2010 than they had been just six months earlier.

  Growing B2B spending on social media lines up with the general goals of B2B marketers: customer relationship management and brand-building, which respondents claim will be the highest growth areas in the next year. Social marketing, with its strength in boosting brand engagement and loyalty, is an effective medium for both purposes.

• AdMob-Mobile-Metrics-Jan-10.pdf

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  Prenesi

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