Author Archive

Conversation is not ROI

January 22, 2010  |   Business,Marketing   |   Jameson  |   0 Comment

Conversation is not ROI In the early days of social media, the catch phrase was “join the conversation.” No matter what happened, join the conversation was the catch-all answer. Is it too soon to refer to it as “so last decade”? No? Your Web site is boring? join the conversation Your sales team isn’t closing deals? join the conversation Online review sites are tearing apart your product? join the conversation Is your competitor eating your lunch? join the conversation! But the truth is that “joining the conversation” has no direct influence on ROI. All it means is that you are showing up to the party and you are left to yourself thinking, “okay, I’m here… now what?” Just because you show up, doesn’t guarantee that you will be welcomed or that you even have anything valuable to share. Conversation is just one small piece of the puzzle, and sometimes does more harm than good. What is not said enough is that sometimes sitting back and watching the conversation play out without you is the best social media strategy.  Inactivity is a tough pill for social media consultants to swallow, especially when they charge by the hour and not program success. For example, let’s compare ...

Facebook Ad ROI vs Traditional Media: Case Study

January 06, 2010  |   Business,Marketing,Social Media   |   Jameson  |   0 Comment

Facebook Ad ROI vs Traditional Media: Case Study While Facebook is arguably one the best places to stay connected with friends and family, it’s also a powerful marketing tool that we have helped leverage on behalf of many clients. A stat recently came out that 25% of all US page views are on Facebook, showing the immense reach that the site has built. One campaign that we launched for a major Boston hospital was focused on driving attendance at an event that they were running, educating prospective patients on  available varicose vein treatments. We were happy to once again prove that there is business value in Facebook, even if you aren’t a farmer, mobster or in a wagon train going down the Oregon trail. (Anyone remember that app?) In fact, statistics show that mothers and middle-aged women are the fastest growing population on Facebook.  CommCreative used that knowledge to help our client after learning that their target audience was women, ages 45-60, with concerns about varicose veins and/or possible treatments for varicose veins. By targeting users through their social data and geographic proximity to the various events that were being hosted, we were able achieve an ROI that far ...

Are Your Facebook Fans Tweeting Your Email Campaign?

December 22, 2009  |   Marketing,Social Media   |   Jameson  |   0 Comment

Are Your Facebook Fans Tweeting Your Email Campaign? The thing that I’ve seen consistently raise eyebrows when presenting marketing communications strategies to clients is the idea that social media programs do NOT have to live in their own isolated bubble. “Wait, you mean the intelligence that I gather through my email campaign can be used in my PR/Facebook/Twitter/SEO programs (and visa versa)?!” Yes. Each medium does have its own challenges. You can’t treat people the same over email as you would over Facebook. It just doesn’t work. BUT, the information you gather from how your audience best responds to email campaigns to what keywords they search and have alerts set for to what types of blog posts they are most likely to “like” on your Facebook fan page has no boundaries (other than extrapolating to unrelated audiences). Audience behavior intelligence is universal. Don’t just collect all that information and stare at it. Use it! Understand the way that your audience behaves on Twitter/Facebook/YouTube/Linkedin/Google so that you can be exactly where they are, in ways that they want to see you while encouraging the behavior that you want them to express  (phone calls, link sharing, blog post publishing…). For a lot of marketers, social media technology itself ...

ExaggeratingThe Death Of Traditional Media

December 01, 2009  |   Business,Marketing   |   Jameson  |   0 Comment

ExaggeratingThe Death Of Traditional Media With every brand, big or small, clawing to create some tangible value out of all the buzz around social media marketing, let us not forget that traditional media is far from dead. After yet another year of being declared buried and forgotten, television, radio and even newspapers are still alive. Sure, newspapers weren’t exactly in great shape before the recession. Yes, they’ve been hurt like every other business and yes, just like every other business they’re refining their business model. But before you write up a death certificate for traditional media and leave them out of your marketing  plan, consider this: Television: 99 percent of video viewing was done on a television in the past year; less than 5 percent of TV viewing was DVR or TiVo playback. (Source: Ball State University’s Center for Media Design) Radio: Broadcast radio (free AM/FM radio) has the largest listening audience of all audio platforms (satellite, iPod, CDs) with 122 minutes of daily use, while CDs are at 72 minutes and portable audio players (iPods/mp3 players) are at 69 minutes. (Source: Ball State University’s Center for Media Design) Newspapers: 74 percent of adults read newspapers both online and offline. In ...

Connections Matter

August 09, 2009  |   Marketing,Social Media   |   Jameson  |   0 Comment

Connections Matter You’ve heard it. Maybe you’ve even said it yourself, but lets just throw it out there and figure this out together. The question on the minds of many of our clients (and likely yours at some point as well): “But do you really think that Twitter is going to last?” A completely honest question from any marketer concerned about: 1) whether the audience they are actually reaching out to is on Twitter in the first place and 2) if I make the investment to build up a solid presence there, how long will it be before everyone flocks to the newest social network (see: what Facebook did to MySpace) or someone buys it out and it all drops off the face of the earth? One thing to hold under consideration is that compared to when Twitter first launched, it has seen pretty dramatic changes in both in functionality and how people have managed to use it to communicate and market. The one thing that remains (and this just isn’t with Twitter) is people’s desire to connect with each other. If there is one thing that the entire social networking phenomenon has taught is that no man ...

Prioritizing Media Consumption

August 04, 2009  |   Business,Social Media   |   Jameson  |   0 Comment

Prioritizing Media Consumption Recently, I was invited to participate in webinar presentation on social media to a group of solution engineers at SAP. While we love each and every one of our clients (both paying and pro-bono) but it was really exciting to share some of our knowledge with such a large and established company for the afternoon. As happy as I was with how the presentation went, I love waiting for all the followup questions to come rolling through my inbox once attendees have a while to marinate on their newly found social media enlightenment even more. One of the most common questions that I get after presentations like this, no matter the audience, is “All these new tools are great, but how the heck am I supposed to make time for all this stuff?!” My answer is, and always has been, to focus on value. Look at the value that any particular newsletter or magazine subscription, professional association membership, twitter follower, RSS feed, podcast, LinkedIn group or forum discussion offers. In any single day, you have a finite amount of time that you can designate to media consumption (or production if you have graduated to ...

The Right Tool For The Job

May 07, 2009  |   Marketing,Social Media   |   Jameson  |   0 Comment

The Right Tool For The Job After reading the latest issue of Website Magazine, I was a little irked when I read an article that listed “create a blog” as one of six steps for building generating incoming links and boosting SEO.  If you only blog for the links, you are wasting your time. Blogging can be a lot of things: broadcast mechanism, community building tool or collaboration platform. One thing that a blog is not is a SEO tool. Sure, a good blog with plenty of quality inbound and outbound links can do amazing things for your SEO, but if that is your blog’s primary purpose, you failed. It is like dating a Heidi Klum (or Tom Brady or whoever raises your heart rate) just so that you can be stalked by paparazzi. That Isn’t The Point! Just to be clear, I’m all for taking advantage of all the SEO advantages that blogging offers businesses, but hate to see people start to lose focus on the real value of the tools in front of them. Think about it this way. The claw end of a hammer may work okay as a screwdriver, but you would never give a ...

Verisk Health

January 24, 2006  |   Clients   |   Jameson  |   0 Comment

Verisk Health To learn more about any of successful public relations and social media programs completed for any of these companies, please reach out to me directly through the contact form on this site or at jameson.bull@gmail.com.

Savings Bank Life Insurance

January 24, 2006  |   Clients   |   Jameson  |   0 Comment

Savings Bank Life Insurance

Medidata Solutions

January 24, 2006  |   Clients   |   Jameson  |   0 Comment

Medidata Solutions

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