„Celem reklamy nie jest przedstawianie faktów o produkcie, lecz sprzedawanie rozwiązania lub marzenia.“
– Philip Kotler
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„In industries in which products don’t change much—paint, bricks, chemicals—professional CEOs thrive. Companies in these industries don’t rise and fall on innovation—they depend on optimization. (Think Coke, which has been selling the same core product for 126 years.) The tech industry works differently. “The nature of technology,” Marc Andreessen, the Netscape co-founder who is one of Andreesen Horowitz’s chief partners, said at a conference recently, “is that the product is always changing. It’s just so rare that you’ll have the same product in five years.” Apple’s recent renaissance began in 2001, with the launch of the iPod. A decade later, the iPod is obsolete, and a staggering two-thirds of Apple’s revenue now comes from products it has invented since 2007.“
– Henry Blodget, ‘The Maturation of the Billionaire Boy-Man’
(Source: New York Magazine)
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„The days of the banner advertisement are numbered. In two years, our primary offering to marketers will be our discussion platform.“
– Nick Denton, Gawker.com CEO
(Source: jimromenesko.com)
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[…]
Facebook
Links posted from 1pm to 4pm result in the highest average click throughs. The peak time of the week was on Wednesday at 3pm. Links posted after 8pm and before 8am will have more difficulty achieving high amounts of attention. As with Twitter, avoid posting on the weekends.
Facebook traffic peeks mid-week, 1 to 3pm. While traffic starts to increase around 9am, one would be wise to wait to post until 11am. Traffic from Facebook fades after 4pm. Despite similar traffic counts at 8pm and 7pm, posting at 7pm will result in more clicks on average than posting at 8pm.[…]
(Source: blog.bitly.com)
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„To, co inni mówią o twojej marce, ma o wiele większe znaczenie od tego, co ty sam możesz o niej powiedzieć.“
– Al & Laure Ries, ‘22 niezmienne prawa zarządzania marką”
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What’s the secret sauce of social media? Well, it’s not just one recipe. After all, far too many apps, sites, and tools exist for a definitive source of success on social media. But it seems the pros share some common habits.
They do these 12 things:
1. Help
It doesn’t matter whether they have 1,000 followers or 100,000, social media pros often help others. If it could be harnessed, the karma flying around the Twittersphere (and on G+ and Pinterest and so on) might be sufficient to advance all humanity closer to world peace.
2. Share fairly
The pros never steal. They don’t have to because they’ve figured out that it’s not actually content that’s king. It is the creators of content that rule the kingdom. Social media stars create amazing content. And they also share content liberally, crediting generously as they press the words: publish, pin, or post.
3. Thank
The smoothest social media folks are also among the kindest. Just check out the Twitter streams of those with hordes of followers eager to sop up the social savvy. Tweets from the pros often contain thanks and kind words for others.
4. Remember
To have an effective social presence, you need to be mindful of others. Social media pros remember what it was like to not know that RT stood for retweet (or to not know what retweet meant). I think it is, in part, their own memory of feeling like a newbie that keeps the social media pros so generous with their tips and advice.
5. Don’t patronize
The pros don’t talk down to their audience. And they also aren’t afraid to admit if they don’t know something and need to double check before answering. I’ve listened to more than one webinar in which presenters gave a best guess to a question. Being so comfortable with their competence that they exude authenticity only underscores their social media chops.
6. Follow
In many, if not most cases, they follow back.
7. Have conversations
They have a lovely way with the back and forth, but also they know when to take it offline or move to direct messages. Social media is not one-way or performance art. Not when done well, anyway.
8. Make time for social media
They also know how hollow this comment is: “I don’t have time for social media.” So many tools help with scheduling posts, keeping track of mentions and chats, or monitoring various aspects of social presence that makes this excuse just that—an excuse. Social media pros find ways to find time.
9. Blog
It’s nearly impossible to be effective with, on, and around social media without blogging. This is a vital way to stay engaged with your audience and to maintain and build a social presence. Pros blog. Period.
10. Remain present
Sure, everyone needs to take some time off and seek downtime. Social media mavens are no exception. But generally, the pros are present. They ask, respond, reach out ,and chat with many others. That’s one of the ways they hone their skills. They’re out there, doing it. They don’t fake it.
11. Show their personality
Personality draws followers. It’s what lures readers to blogs, viewers to webinars, and eyeballs to shared content. The best on the Web all have a personality that pops.
12. Laugh at themselves
We’re all learning on social media. So much is new that it’s impossible to have mastered everything. But the most effective social media types maintain a sense of humor about it. They can, and do, laugh at the funny things that crop up so often online. They don’t take themselves too seriously. That’s one of the things that make them so effective, and so fun to follow.
This list avoided any social media rules, such as having a detailed editorial calendar or using specific sites or tools. Those guidelines are great. But I think these are the attributes that set apart the social pros from the rest of us.(Source: prdaily.com)
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- Ponad 85 proc. naszego budżetu stanowią klienci zdobyci na polskim rynku - ujawnia Wojciech Borowski, CEO Euro RSCG Poland. W wywiadzie dla Wirtualnemedia.pl mówi też o wpływie kryzysu na branżę i długich przetargach.
Zdaniem Wojciecha Borowskiego otrzymany przez niego niedawno tytuł Człowieka Roku w Europie sieci Havas Worldwide (więcej o tym wyróżnieniu), do której należy Euro RSCG, to efekt świetnych rezultatów osiągniętych w ub.r. przez wszystkie spółki Euro RSCG Poland. - Bardzo miło jest usłyszeć na globalnym zjeździe firmy, że Warszawę i Polskę wymienia się jako miejsca, gdzie powstają prace na najwyższym światowym poziomie - mówi Borowski.
(Source: wirtualnemedia.pl)
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Even though it feels like Facebook has been part of our lives forever, Facebook “pages” for business have only been with us for just three years.
Businesses are still learning the most effective ways to engage with fans. The questions often being asked are:
1. How often should we post?
2. What type of posts will drive fan engagement?
3. When should we publish our wall updates?
Research by Buddy Media has the answers. Although the data is taken from user engagement of the top 100 retailers during a six-month period in 2011, some of the lessons can apply to many types of businesses.(Source: prdaily.com)
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New research shows that a large Facebook fanbase isn’t necessarily key to growing a brand.
Marco Arment, creator of Instapaper, recently blogged about the three great lies told by Apple, Google, and Facebook.
Number one on the Facebook list? That its users want to interact with brands.
Not that it’s impossible to advance a brand and marketing strategy by using social media like Facebook — quite the opposite. Such major brands as Captain Morgan and Old Spice have used the service effectively. But the old Rocky & Bullwinkle cartoon show had a joke about an upcoming advertising message being “fan mail from some flounder.” Social media can present the problem of Facebook likes from some flounder.
To plan smart, an entrepreneur has to understand what really happens on the service and what to realistically expect.(Source: inc.com)
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If you have a business fan page, you want those fans to see your posts, right? Well, the chart above shows that fan page owners are grossly overestimating how many people they’re reaching through posts.
(Note: That chart based on pages that together represent more than 400 million fans; it was complied by PageLever, which is in beta and growing its data set. The PageLever charts rock (they’re much cooler than my lame MS Powerpoint table above), and if you want better Facebook Page insights, you should sign up for their beta. The “approximate % of fans seeing posts daily” and “total daily impressions per fan” columns are daily, so these numbers are affected by pages that are not posting daily.)
It’s more of a shocker than you thought, isn’t it? Among Facebook pages with a million likers or more, less than three percent of their fans are seeing their posts daily.
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1) Work backwards from goals to milestones to tasks. Writing “launch company website” at the top of your to-do list is a sure way to make sure you never get it done. Break down the work into smaller and smaller chunks until you have specific tasks that can be accomplished in a few hours or less: Sketch a wireframe, outline an introduction for the homepage video, etc. That’s how you set goals and actually succeed in crossing them off your list.
2) Stop multi-tasking. No, seriously—stop. Switching from task to task quickly does not work. In fact, changing tasks more than 10 times in a day makes you dumber than being stoned. When you’re stoned, your IQ drops by five points. When you multitask, it drops by an average of 10 points, 15 for men, five for women (yes, men are three times as bad at multitasking than women).
3) Be militant about eliminating distractions. Lock your door, put a sign up, turn off your phone, texts, email, and instant messaging. In fact, if you know you may sneak a peek at your email, set it to offline mode, or even turn off your Internet connection. Go to a quiet area and focus on completing one task.4) Schedule your email. Pick two or three times during the day when you’re going to use your email. Checking your email constantly throughout the day creates a ton of noise and kills your productivity.
5) Use the phone. Email isn’t meant for conversations. Don’t reply more than twice to an email. Pick up the phone instead.6) Work on your own agenda. Don’t let something else set your day. Most people go right to their emails and start freaking out. You will end up at inbox-zero, but accomplish nothing. After you wake up, drink water so you rehydrate, eat a good breakfast to replenish your glucose, then set prioritized goals for the rest of your day.
7) Work in 60 to 90 minute intervals. Your brain uses up more glucose than any other bodily activity. Typically you will have spent most of it after 60-90 minutes. (That’s why you feel so burned out after super long meetings.) So take a break: Get up, go for a walk, have a snack, do something completely different to recharge. And yes, that means you need an extra hour for breaks, not including lunch, so if you’re required to get eight hours of work done each day, plan to be there for 9.5-10 hours.
(Source: inc.com)
