The illusion of audience ownership is becoming harder to sustain

The best way to succeed on a given platform is to write/film/record/aggregate with that platform explicitly in mind.

The next thing you learn is that doing so makes that content extremely weird when taken out of context, which makes it incompatible with other venues.

A Vine video might work on Facebook, if you’re lucky, but a Facebook video probably won’t work on Vine.

Quizzes that explode on Facebook seem strange on Twitter.

A tweet might seem powerful and informative in the Twitter timeline, but look small and pathetic embedded in a website; a tweeted joke might do decently on Twitter but function better as a screen-cap on Tumblr, if at all.

The article or video or object that functions well across all contexts is either transcendently newsworthy or shocking—and therefore rare—or extensively adapted.… Read the rest

B2B Business to Business Social Media Research

Here are links and excerpts to some recent research I have been doing on social media marketing specifically for business to business. What was most interesting is that the use of social media for B2B and B2C is actually quite similar, which of course makes sense. The notion that you can only use one way messaging as in traditional marketing is as dead as dead can be.  The challenge of social media remains the same.

Opportunities and Challenges of Social Media in the Workplace

Thought leadership—social media is an ideal venue in which to establish your company as a thought leader. Many companies effectively utilize social media blogging sites to provide company-specific content. Not only does this show your customers that you are a thought leader, it also generates conversation on the topic you choose to blog about.… Read the rest

Social Media Trends + Paid Search Research 7/2/15

Organic and paid search is not going away, but things are definitely going through significant changes. Bing/Yahoo has started to get real traction, and Facebook continues to impact search with multiphased results. We have reached to crossing point of mobile in the US, past 50%, and the use of mobile apps is also creating huge changes, as we anticipated a while back. While the playing field goes through paradigm shifts, the challenge is to be able to adapt and change in a way that is positive as well as effective. Creativity is the missing element across the boards, even more so when it comes to mobile. To be able to research, create concepts, and up-sell the client to fund effective, creative advertising on mobile is where the rubber means the road in our next gen, mobile Web world.… Read the rest

Thoughts on Social Media 2015

“Social media” is a bit of a misnomer, as the term is used to describe many different and diverse communities online.  An essential concept that gets lost is the fact that all these different online communities (social media platforms) have very different cultures.  The best way to grok each individual culture is to immerse oneself in a given community for a significant length of time.

The challenge in utilizing social media is understanding how to adapt the message and become part of the native conversation.  Being tone deaf to the unique social media culture in question can have sharply negative results.  Interactions on Facebook are very different from sending out a hashtag laden tweet.  Posting an Instagram photo with relevant hashtags takes a wholly different attitude than uploading a set of images into a Pinterest account. … Read the rest

Social Media + Search Trends 6/4/2015 Research

The Alliance Strikes Back – Bing/Yahoo Search Share Sees Biggest Rise

Bing & Yahoo have been the plucky underdogs to the mammoth that is Google search for years. Their search market share had been falling – down for the last quarter of 2013. But after a robust 2014 Bing/Yahoo has been clawing it back from Google, having their best performance in Q4 2014 since 2008.

http://www.periscopix.co.uk/blog/the-alliance-strikes-back-bing-yahoo-search-share-sees-biggest-rise/

Google searches for a way to avoid Microsoft’s fate
A dip in the search behemoth’s market share has encouraged some commentators to compare it to Bill Gates’s company

http://www.theguardian.com/technology/2015/jan/18/google-search-way-avoid-microsoft-fate

Huge Surge in Search, Display and Mobile Spends as Marketers Move to Digital

IgnitionOne’s newest report highlights a 26% year-over-year spend growth for Q1 2015 with Yahoo!/Bing chipping away at Google’s market share.… Read the rest

Social Media + Search Trends 5/5/2015 Research

Mobile App Usage Trumps Web Browsing at 94 Minutes a Day [Data]
https://blog.hubspot.com/blog/tabid/6307/bid/30862/Mobile-App-Usage-Trumps-Web-Browsing-at-94-Minutes-a-Day-Data.aspx

The Mobile Browser Is Dead, Long Live The App
http://www.forbes.com/sites/ewanspence/2014/04/02/the-mobile-browser-is-dead-long-live-the-app/

App Analytics & Marketing Blog
http://info.localytics.com/blog

Everything You Need to Know About Mobile App Search
https://moz.com/blog/mobile-app-search

Why Responsive Websites: Responsive vs. Mobile Sites and Mobile Apps
http://www.mannixmarketing.com/blog/mobile-sites-apps-responsive-designs/

10 Ways Google’s Hummingbird Will Shape Future SEO and Content Marketing
http://anderspink.com/10-ways-googles-hummingbird-will-shape-the-future-of-seo-and-content-marketing/

Forget Facebook Likes: 10 Alternatives to Grow Your Business Online
https://blog.gleam.io/likes/

Desktop & Mobile: One Content Strategy to Rule Them All
https://blog.hubspot.com/marketing/desktop-mobile-content-strategy-var

Re-targeting on Facebook
https://www.adroll.com/product/facebook

Facebook Exchange
https://en-gb.facebook.com/business/a/online-sales/facebook-exchange

How Google’s Latest “Panda” Algorithm Should Change Your Content Strategy
http://marketingland.com/panda-4-1-changes-content-performance-strategy-103850
Facebook Exchange (FBX)
Facebook Exchange & Ads API in One Platform
Achieve ROI objectives at scale using FBX in conjunction with prospecting and custom audience targeting through the native Facebook Ads API.… Read the rest

Frank Schirrmacher, German Newspaper Publisher, RIP

Frank Schirrmacher
Frank Schirrmacher, German Newspaper Publisher, Dies at 54
http://www.nytimes.com/2014/06/15/world/europe/frank-schirrmacher-german-newspaper-publisher-dies-at-54.htm

How Powerful is Game Theory? Part 1 – A Satanic Game?
http://www.strategies-for-uncertainty.com/?p=126
Ego von Frank Schirrmacher
The Elite Look Down on Democracy by Jens Berger and Hans Springstein
Wednesday May 15th, 2013 4:24 AM

FRANK SCHIRRMACHER’S NEW BOOK “EGO – THE GAME OF LIFE”- NOT MARKET-CONFORMING

The thought-models of the economy have conquered practically all other social sciences. The person in these models is a homo oeconomicus, a rational agent whose only drive is maximizing his benefits. In this view of the person, only an action with the driving force of egoism is rational. The rational action of individuals who must sell themselves on the labor market has an irrational moment. People carry out repressions that they cannot see because of the irrationality of the whole.… Read the rest

State of The Union 7.31.2012 USA Bernie Sanders

Jasper Johns American Flag

Jasper Johns. Flag. 1954-55

“Take an object. Do something to it. Do something else to it.”
– Jasper Johns (link to Jasper Johns on Artsy)

The history of this country has been the drive towards a more and more inclusive democracy — a democracy that would fulfill Abraham Lincoln’s beautiful phraseology at Gettysburg in which he described America as a nation “of the people by the people for the people.”

We all know American democracy has not always lived up to this ideal. When this country was founded, only white male property owners over age 21 could vote. But people fought to change that and we became a more inclusive democracy. After the Civil War we amended the Constitution to allow non-white men to vote. We became a more inclusive democracy.… Read the rest

Someone asked me “The Benefits of On-line Social Networking ?”

Seeing Facebook, Twitter, Bebo, Orkut, Flickr simply as marketing devices misses the point on many different levels. Web2.0 is less about networking and more about online communities. There is tremendous potential in this, but also many pitfalls.

The only way to get traction from the WOM potential is to the spend time not only getting familiar with the causal lexicon and unspoken rules, but to achieve a certain amount of ‘immersion’ through the experience.

You need to make a commitment to reach out to other members of the community, to get involved, establish your online ‘street cred’, gain trust and make a few real friends through this process. The last thing you want is to be seen as a social network ‘spammer’ – using the access to many different people who share interests to send un-wanted spam.… Read the rest

Social Networks vs. CRM

The question I have been asked lately has been, ‘How to monetize Web 2.0 ?’ I think that is the $64K question, and my take on it is two fold.

One: It’s a tough crowd ! These folks (me included) have high ‘Bull Shit O’ Meters’ and are skilled at not allowing themselves to be distracted by silly, irrelevant advertising. The ads being displayed on the page no only have got to be on point with the page subject matter, they have to be intriguing and relevant on the ‘lateral slide’.

Two: The Web 2.0 crowd, once you gain their trust is loyal to the extreme. It is back to the ‘No Bull Shit’, on point relevancy of subject matter and also a sense of irrelevant humor doesn’t hurt as well.… Read the rest