Social Marketing Gaining Prominence in Companies’ Plans

6 04 2011

As social media takes firmer hold of marketers’ attention and budgets, favored social channels, their primary uses and their individual strengths are becoming more evident, according to a new study by BtoB.

“Emerging Trends in B-to-B Social Marketing: Insights From the Field,” released today, found that 93% of all b2b marketers are engaged to some extent in social media marketing, with the most-used channel, LinkedIn, employed by 72% of survey respondents. Facebook (71%) and Twitter (67%) are nearly as popular, and together these three form the core of most b2b marketers’ social media programs.



Making B2B Marketing More Social

5 04 2011

B2B marketers have joined the social media marketing movement in droves. In fact, Forrester Research predicts that B2B firms will spend $54 million on social media marketing in 2014, up from just $11 million in 2009 (eMarketer B2B Social Media Marketing Heats Up).

Unfortunately, many of those efforts are entirely tactical, methodical and without a true understanding of the “social” aspect of social media marketing.  B2B marketers that are early in their social media marketing maturity level tend to focus on message distribution such as Tweeting or posting Facebook links mostly to their own content vs. engaging with customers on a human level. That one-way communication profile doesn’t engender discussions and sharing, so social traffic level increases tend to plateau pretty early.


Make it Big: Three Social Media Lessons From Rock Stars

30 03 2011

Rebecca Black, a 13-year-old girl from Orange County, Calif., becomes an iTunes top seller, reaching No. 31 on the iTunes 200 chart three days after the release of  “Friday,” a song that went viral.  The video for the song, posted to YouTube on Feb. 10, went from having a couple thousand views to more than 22 million in less than one week (and its current views have topped—get this—61 million). Her name was a Twitter trending topic for 12 consecutive days, outlasting the #PrayForJapan trending topic.


Celebrity Followers, Fans, Valuable to Brands

23 03 2011

Celebrities can be valuable to advertisers, but so too can the people who follow them on social media sites: 64% of US adults who follow a celebrity also follow a brand, according to a survey from The Nielsen Company.

Celebrity fans and followers are more likely to offer advice and opinion to fellow online consumers, particularly on entertainment topics. For example, 32% of adult fans of celebrities online frequently provide advice on movies, and such fans are 44% more likely to do so than online adults on average.


More Inc. 500 Companies Succeeding With Facebook

25 01 2011

More than seven out of ten of the nation’s fastest-growing private companies now use Facebook and, among them, 85% say their efforts are proving successful, according to a study by the University of Massachusetts at Dartmouth’s Center for Marketing Research. 

Inc. 500 companies are still ramping up their use of social channels. For example, 59% of those listed on the 2010 Inc. 500 ranking now use Twitter, up from the 52% who did so in 2009.


Tips for Mobile and Social Marketing in B2B E-mail

1 12 2010

Where does the social networking world fit in the B2B e-mail marketer’s plan? Is Facebook or Twitter the right fit for your brand? Will your customers find value in your cross-channel engagement efforts?

Cross-channel marketing is a growing part of a standard B2C e-mail-marketing plan. More retailers are sending SMS notices to alert customers when high-demand products are back in stock. Many B2B e-mail marketers are successfully integrating mobile and social media marketing tactics. This success is measured in stronger brand awareness, better search engine placement, and more website traffic.

Consider the following tips as you take your e-mail marketing efforts cross-channel.


Four Benefits of a Facebook Brand Page

19 11 2010

When managed well, Facebook’s community of 500 million (and counting!) global users is an ideal place for brands to get the message out. But before you start developing dazzling social campaigns, start by taking a small foundational step in the right direction.

If you’re using Facebook to promote a brand, be sure to create a dedicated Brand Page (not to be confused with an individual profile). Brand Pages let companies promote wares while giving multiple admins access.