Back Off The Bleeding Edge

August 10, 2010  |   Blog,Social Media   |   Jameson  |   0 Comment
Back Off The Bleeding Edge

Building and executing digital media strategies for highly regulated financial and healthcare companies inherently creates two competing forces. As general “social media consultants” we must be constantly aware of the latest Web 2.0 tools, Facebook advertising targeting features, trending Twitter topics and Wordpress plug-ins. The list is endless.  Battling against that requirement are the extremely rigid restrictions that the healthcare and financial industries place on our clients, but also the internal barriers that our clients create for themselves. As a marketing agency, we are constantly faced with new limitations on what new marketing tactics can actually be executed on our client’s behalf. The benefit of hanging out on the bleeding edge of technology is the endless list of tools that are at your disposal. The challenge is understanding exactly what your client’s needs are and choosing the best tools from your arsenal that will not only deliver the results they  need, but also function effectively within the company and industry restrictions that are in place. Social media idealism has no place in working within these strictly regulated industries. There is only room for creative thinking and innovative strategy that has ...

Marketing In Uncharted Waters

August 05, 2010  |   Marketing   |   Jameson  |   0 Comment
Marketing In Uncharted Waters

The old adage of “teach a man to fish and you’ll feed him for a lifetime” is one of my favorite analogies, especially when applied to marketing. I love teaching clients how to better understand not only their audiences, but the channels that are available to reach them. This allows us to bring the discussion beyond driving simple sales volume, to optimizing higher level metrics like sales lead quality and time to conversion. That is after all where this agency’s sweet spot truly lies. Our clients, working by themselves, tend to be pretty smart marketers and know how to “fish.”  We just help them to exchange their home-cooked filet for an entrée worthy of a five-star restaurant. But  what happens when your marketing “pond” dries up? After all, you don’t expect that you’ll be able to push out the same cookie-cutter marketing strategies year in and year out, do you? The world is changing much too quickly to be able to hold that assumption for very long. What happens when your tried-and-true Google PPC campaign takes a swan dive, when your unopened direct mail piece fills up recycling bins across the ...

Defining Success In Social Media

July 20, 2010  |   Social Media   |   Jameson  |   0 Comment
Defining Success In Social Media

One of the major challenges that social media agencies and consultants have is setting meaningful definitions of what success in social media really means for their clients. This is clearly the result of spending too much time in the “social media bubble” and cut off from the rest of the business community. While it’s a common belief that primary social media metrics consist solely of things like comments, discussion volume, trending topics, share of voice, Facebook “fans,” Twitter followers and retweets,  the truth is that these do not matter at all. Even if you are given the directive to “go get more followers/fans,” I beg you to challenge that position. Instead, you should work to understand where the request is coming from adjust activities to meet the underlying needs that are driving the discussion.  Getting their new advertising campaign to trend on Twitter may be an interesting anecdote, but when budgets are being cut, it won’t be enough to save someone’s job. What all marketing programs need to focus on, whether based in traditional or new social web tools, is lead generation and driving sales. Rather than beginning your social media program by ...

Tips To Build A Better Tweet

February 26, 2010  |   Social Media   |   Jameson  |   0 Comment
Tips To Build A Better Tweet

The barrier for entry into using Twitter to build your brand’s presence online is obscenely low, but actually using it strategically is where we see a lot of people trip up. Here are some quick tips to optimize your Twitter account and get the most out of all 140 characters. Clean up your followers list Pay attention to your ratio of followers to following. It says a lot about the type of account that you are managing. If you are following-heavy, it tends to give the impression that you are new to Twitter and are working hard to build up your presence, but haven’t received acceptance from your audience yet. If you are follower-heavy (like many celebrities) it tends to give the impression that you are selectively social, won’t necessarily reciprocate to messages from followers, but that the “Twitter-sphere” has give you their seal of approval and see value in your published tweets. In most cases, it is good practice to keep your following to follower ratio relatively balanced. Here are two quick ways to help keep that ratio in check: Unfollow stale accounts that haven’t tweeted in +30 days by using UnTweeps. Identify non-mutuals through 

Social Media Experimentation

February 09, 2010  |   Social Media   |   Jameson  |   0 Comment
Social Media Experimentation

Working in marketing, communications and social media without having real-life experience consuming the media that you are creating is a disaster waiting to happen. Imagine a reporter for the Boston Globe admitting that they just weren’t “a news person” and could go weeks without picking up a paper or going to the local news Web site. It would be pretty hard to trust their reporting credentials. To that same point, wouldn’t you have doubts about taking advice on how to manage your company’s presence online from an agency that doesn’t blog, has one Twitter follower, can’t be found anywhere on Google and couldn’t find their way around an RSS feed? Here at CommCreative, we are fortunate enough to be in the position where we get to learn on a daily basis from other marketing pros. Not because we are simply sharing war stories from the trenches through various discussion boards or LinkedIn groups, but because they reach out to US on behalf of THEIR clients to tell their stories for them. Trust me, getting a phone call from another PR agency trying to convince you to blog or tweet about their client ...