There really is an ROI in Social Media – I’ve seen it!

I really don’t get it. I recently saw an article from MarketingSherpa that said 62% of CMO’s believe that social media marketing will pay off … eventually! That’s 6 out of every 10 CMOs. All I can say is what are you reading and where are you hiding yourself?

In my mind this is […]

Paid Owned and Earned media – the benefits of owning them all

Few marketers today have the luxury of being about to combine all forms of media under one umbrella. It takes a certain size company to be able to take one individual and let them control all forms of media. If your company is too big then you get owners of each media and the […]

Why Semantic Analysis trumps Sentiment Analysis

For years, sentiment has been a widely used measure of how customers view a company’s products and services. But sentiment analysis has inherent flaws. First is what it cannot tell you because it only considers a small amount of the available data. Only about 25 percent of posts actually contain sentiment, either positive or […]

Use Social Media to set Smart Media strategies

Let’s make the assumption that you’ve successfully integrated your paid, owned and earned (POE) marketing efforts across the board. You’ve cut off a lot of fat and reduced the amount of money thrown in more directions than you can pay attention to. Now what?

First, recognize that there are too many potential consumer touch-point opportunities […]

Consolidate and Coordinate your Media

Forrester has observed that advertising/PR agencies are battling each other for dominance in the digital media space. In reality, the agencies that are actively engaged in this battle are not the ones you want to represent you.

Instead, you want truly integrated agencies like the ones Kirk Cheyfitz alludes to in a recent Huffington Post […]

The End of Traditional Marketing

Paid, owned and earned media. Those three words, often shortened to “POE,” have bounced around for years. And, like the contemplations of communication theorist Marshall McLuhan, they have taken on new meaning with the collision of traditional and digital marketing strategies.

In 2009 Forrester issued a report that outlined the world of interactive marketers […]

Social Lift is the Ultimate Rate of Change

You have a killer piece of original content that starts rippling out from its source. The two things social lift analysis can tell you are how far and how fast those ripples move. If the content ripples 900 times, but that takes 10 years, you won’t see much benefit. If it ripples 900 times […]

Micro Targeting your Online Media

Let’s say you’re an auto insurance company. You want to target micro-segments where people think about buying auto insurance. […]

How to Optimize your Paid Search with Social Media

We used to learn about who our audience was by putting cookies on our website and waiting for traffic to come so we could learn more about our visitors. For example, before people visited our site, perhaps they visited espn.com. So we potentially have a large sports audience as a segment of our brand, […]

Social Media – the Next Frontier!

Many BtoB organizations these days are spending time and money to listen to the conversations that are happening about their brand […]