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The Value of Social Data to Storytelling

Thanks to Steve Olenski for tuning me into a recent white paper released by Bazaarvoice called “Chief customer advocate: How social data elevates CMOs”.

The paper focuses on how the mountain of data emanating from social networks empowers the CMO to become more strategic within the “consumer-obsessed C-suite.” Specifically, it highlights the value of social data as real-time insight into the voice of the customer by revealing “first person words and sentiments” about a brand.

It then presents data from a survey of 100 CMO’s from both B2C and B2B companies on how they are using social data for decision making on marketing programs. [Read more...]

SEO is not dead: Why there’s a new normal

It never fails. Every time I see a blog post with “death of SEO”, I skip right over the post and jump to the comments. Because there’s always a boat load of them. Scanning them tells me exactly what I need to know about the post, as the author spends time clarifying and talking overreacting SEO’s off the bridge.

Case in point was Ken Krogue’s blog post on Forbes on July 20. Titled “The Death of SEO: The Rise of Social, PR and Real Content,” Ken writes about how the focus on SEO has changed from old-school tactics like on-page optimization and link-building to continuous, high-quality content creation. And it’s not just him saying it. He quotes an SEO that he respects, Adam Torkildson, who says that “Google is killing the SEO industry.” Here’s what he meant. [Read more...]

Why you can’t think of social media as a marketing check box

I know what’s stated in the headline is preaching to the choir for many of you out there. Here we are in mid-2012 and companies are devoting more resources and attention to social media as part of marketing, which is great but from where I sit, I see them thinking about it mostly as a checkbox item.

As a strategic communications consultants, our existence is based on providing value to clients in marketing leadership. There’s a slew of ways we do this and this post won’t go into the details on all of those.

But given that marketing’s existence is predicated on generating demand — or leads — for sales organizations, in order to earn and keep a seat at the table, the value we provide should be based on directly supporting our clients’ demand gen goals. [Read more...]

What is Facebook worth to you?

I’ve followed the breathless tracking of Facebook’s valuation for several years now. Part of this inane banter has been around various attempts to place a dollar amount on individual Facebook fans. With last week’s IPO dominating the mainstream news, and the hit the stock price took the last two days, the question of whether Facebook is worth $100 billion is one that many are still debating.

Rather than debate this, the question to ask is what is Facebook worth to you?

I would argue that for most, it has not much, if anything, to do with “personalized” ads or sponsored stories from brands. It is based on what has made Facebook a part of daily life for almost a billion people. I bet it is along the lines of what it is worth to me. [Read more...]

There’s no time (or room) for labels

It’s an interesting side show in the social media echo chamber.

On one side, you have words like gurus or ninjas being self-applied to people’s bios or used by others to describe social media pros both good and bad. ¬†On the other, you have those that hate those labels either rejecting them for themselves or complaining about how many “snake oil salesmen” abuse them and are just no good. I’m not judging either side. I just feel that there’s no time or room for it. [Read more...]