The Search for Social Media Insights

It may be time to recognize that data collected from social media will not so easily reveal its immediate impact on a company’s sales (as we’ve said before, it’s proven to be a bit slippery). But this doesn’t mean the baby should be thrown out with the bathwater. In finding ways to prove its value, social media marketers are changing the conversation away from a cause/effect relationship between a company’s marketing and its ROI to a deeper understanding of social data’s value. And as it turns out what it offers is way more valuable- the unprecedented parse-able social insights of a population.

In a recent post, we explained that the number one problem facing social media marketers today is tying social data to an increase in the bottom line (or the sales of a product or service). The challenge of “proof,” in turn, was making it harder to make a case for additional investment in social media marketing.

We said, “Demonstrating the value of the social programs within the company was, in fact, the top challenge noted (60%) by survey participants consisting of 600 media marketing professionals.”

 The State of Social Marketing 2015 report by Simply Measured states, “Companies of all sizes and maturity levels are struggling to prove the value of their social programs. Social media activities can be difficult to quantify, and marketers are trapped between readily available “vanity metrics,” such as Likes and followers, and difficult-to-measure objectives such as brand awareness.”

We went on to suggest that unless there’s a collapse of the capitalist system, better tools will surely arise to address the challenge. But we also noted, of equal, if not greater importance, would be the ongoing discovery of more creative and accurate ways to query the data.

As marketers hone in on methods to extract the gold nuggets of consumer intel out of the mountain of information, they’re hitting upon the true capital of social media- the most comprehensive picture of consumer behavior, sentiment and decision-making process they’ve ever been blessed to lay hands on. This might not be the smoking gun that ties directly to a sale, but, in fact, presents many more gifts in the long run as John Donnelly III, SVP of global sales and marketing at Crimson Hexagon, points out.    

 “One of the most effective ways to glean consumer insights is by analyzing social media conversation… sales teams are realizing that social media is rife with information about what their prospects care about, how they consume media and what motivates their decision-making,” said Donnelly.

Based on Donnelly’s presentation and other insights, here are some ideas to consider when taking the dive into social data.  

Get granular. Almost any question a marketer has regarding brand perception, market competition and the general sentiment of people discussing a product or brand can be found through social media analytics, so ask away.

Getting granular also let's marketers zero in on microsegments of the population that either are or can be Word-of-Mouth advocates for a brand or product.

Word of Mouth is the golden standard for all marketers. The ability to target Word-of-Mouth advocates on social media can be the difference between success and failure. Writing for convice&convert, Devon Wijesinghe discusses the importance of Word of Mouth and how it can be used.

“This rich source of information comes in handy when you’re looking to generate Word of Mouth about your brand. Tapping into the “right” market segments—segments whose interests and values are aligned with your brand—can be the catalyst your campaign needs,” Wijesinghe said.

Layer trending topics on top of a hyper-targeted market segment (both bits of information available through social media data analysis) and a marketer has made a happy marketing marriage.  

Focus groups may be passe according to some, but testing is still very much a part of the marketing strategy. From a product standpoint, social media insights can reflect the strengths and weaknesses of a product’s lifecycle as well as the effectiveness of current marketing efforts. Filling the role of the modern-day focus group, social media insights are also valuable for taking the temperature of the public on an idea such as a logo or slogan, a product or service. Testing the social media world’s tastes and perceptions allows for adjustment before launching, saving money and perhaps even preventing a catastrophic mistake.  

Social media data is virtually limitless (pun optional) and social media marketers are stepping up and learning how to use it best. We expect to be reading many more social media data “hacks” in the future. Stay tuned.

Visit smstudy.com for additional articles on sales and marketing. 

Sources:

"How to Sell Smarter Using Social Insights," Devon Wijesinghem http://www.convinceandconvert.com/social-media-measurement/social-insights/

"Supercharge Your Selling Strategy: The Power of Social Data," John Donnelly, https://inbound.org/discuss/john-donnelly-forget-the-focus-group-how-social-insights-can-help-you-sell-smarter-at-inbound15

The State of Social Marketing- 2015, Simply Measured, http://simplymeasured.com/#sm.0001gymsunkgqdcepli19xtqnlo4p

The Search for Social Media Insights

It may be time to recognize that data collected from social media will not so easily reveal its immediate impact on a company’s sales (as we’ve said before, it’s proven to be a bit slippery). But this doesn’t mean the baby should be thrown out with the bathwater. In finding ways to prove its value, social media marketers are changing the conversation away from a cause/effect relationship between a company’s marketing and its ROI to a deeper understanding of social data’s value. And as it turns out what it offers is way more valuable- the unprecedented parse-able social insights of a population.

In a recent post, we explained that the number one problem facing social media marketers today is tying social data to an increase in the bottom line (or the sales of a product or service). The challenge of “proof,” in turn, was making it harder to make a case for additional investment in social media marketing.

We said, “Demonstrating the value of the social programs within the company was, in fact, the top challenge noted (60%) by survey participants consisting of 600 media marketing professionals.”

 The State of Social Marketing 2015 report by Simply Measured states, “Companies of all sizes and maturity levels are struggling to prove the value of their social programs. Social media activities can be difficult to quantify, and marketers are trapped between readily available “vanity metrics,” such as Likes and followers, and difficult-to-measure objectives such as brand awareness.”

We went on to suggest that unless there’s a collapse of the capitalist system, better tools will surely arise to address the challenge. But we also noted, of equal, if not greater importance, would be the ongoing discovery of more creative and accurate ways to query the data.

As marketers hone in on methods to extract the gold nuggets of consumer intel out of the mountain of information, they’re hitting upon the true capital of social media- the most comprehensive picture of consumer behavior, sentiment and decision-making process they’ve ever been blessed to lay hands on. This might not be the smoking gun that ties directly to a sale, but, in fact, presents many more gifts in the long run as John Donnelly III, SVP of global sales and marketing at Crimson Hexagon, points out.    

 “One of the most effective ways to glean consumer insights is by analyzing social media conversation… sales teams are realizing that social media is rife with information about what their prospects care about, how they consume media and what motivates their decision-making,” said Donnelly.

Based on Donnelly’s presentation and other insights, here are some ideas to consider when taking the dive into social data.  

Get granular. Almost any question a marketer has regarding brand perception, market competition and the general sentiment of people discussing a product or brand can be found through social media analytics, so ask away.

Getting granular also let's marketers zero in on microsegments of the population that either are or can be Word-of-Mouth advocates for a brand or product.

Word of Mouth is the golden standard for all marketers. The ability to target Word-of-Mouth advocates on social media can be the difference between success and failure. Writing for convice&convert, Devon Wijesinghe discusses the importance of Word of Mouth and how it can be used.

“This rich source of information comes in handy when you’re looking to generate Word of Mouth about your brand. Tapping into the “right” market segments—segments whose interests and values are aligned with your brand—can be the catalyst your campaign needs,” Wijesinghe said.

Layer trending topics on top of a hyper-targeted market segment (both bits of information available through social media data analysis) and a marketer has made a happy marketing marriage.  

Focus groups may be passe according to some, but testing is still very much a part of the marketing strategy. From a product standpoint, social media insights can reflect the strengths and weaknesses of a product’s lifecycle as well as the effectiveness of current marketing efforts. Filling the role of the modern-day focus group, social media insights are also valuable for taking the temperature of the public on an idea such as a logo or slogan, a product or service. Testing the social media world’s tastes and perceptions allows for adjustment before launching, saving money and perhaps even preventing a catastrophic mistake.  

Social media data is virtually limitless (pun optional) and social media marketers are stepping up and learning how to use it best. We expect to be reading many more social media data “hacks” in the future. Stay tuned.

Visit smstudy.com/articles for additional articles on sales and marketing. 

Sources:

"How to Sell Smarter Using Social Insights," Devon Wijesinghem http://www.convinceandconvert.com/social-media-measurement/social-insights/

"Supercharge Your Selling Strategy: The Power of Social Data," John Donnelly, https://inbound.org/discuss/john-donnelly-forget-the-focus-group-how-social-insights-can-help-you-sell-smarter-at-inbound15

The State of Social Marketing- 2015, Simply Measured, http://simplymeasured.com/#sm.0001gymsunkgqdcepli19xtqnlo4p

Plan B: Assessing Social Marketing Future Scenarios

No one likes to contemplate a worst-case scenario, but it is wise to have a plan B. Any digital marketing strategy should think optimistically, but preparation for future scenarios that may look very different from today’s digital marketing landscape is vital to a brand’s survival.

“Anticipated future scenarios” is an output of the Evaluate Digital Marketing Channels process and is described by SMstudy®Guide, Digital Marketing as the analysis of the most likely future changes to take place in each digital marketing channel; analysis of the potential impact of defined changes; and proposed actions. 

Assessing possible changes in future digital channels that could affect revenue, production, access to resources and so on is primary. But a thorough analysis should also take into consideration the way technologies come together to create a brand new scenario, even though most changes occur incrementally, according to Andrew Frank, analysts with Gartner for Marketing Leaders.

“When this happens, brands that anticipate these transformational scenarios will thrive; incrementalists will lose out,” Frank said.

As Frank points out, it may be tempting to want to keep a set digital marketing channel strategy, but agility and open-mindedness will benefit today’s marketing strategists. Staying on top of trends and recognizing where they converge with a company’s product or brand is also a component of future scenario assessments.

With that in mind, here are the top 2016 digital marketing trends noted by Adam Fridman, founder of MeetAdvisors, published on Inc. Dec. 1, 2015:

Data, data, data. Learn to love it.

"In short, data is behavior. Learning from this behavior drives creative messaging and strategic campaigns. Tracking behavior and tapping into the emotional connection through messaging, ads, social, and design makes all the difference in the digital space.” 

Forget the funnel. The funnel is flawed.

“There's little opportunity to share the research and buying experience which is crucial for interacting with fans and getting more people into your funnel, or ecosystem. too much work on consumers and consumers hate doing too much work.”

Test with laser-like focus. Technology now allows for deep research on target audiences. Even detailed aspects of an ad can now be picked apart and analyzed for demographic appeal.

“Targeting is a crucial aspect of any marketing strategy and by marketing directly to your ideal audience, you're effectively and efficiently spending only what's ”

Social engagement. This isn’t new, but it’s definitely continuing.

Two things to know: 1. Encourage audience participation through creative engaging campaigns and 2. Spare them the mediocre content.

"Each social channel, blog post, e-mail, web link must have a purpose and drive towards something. Never post simply to post. Without engagement or traffic, those posts are a waste of time and money.”

Expand the team. Start to think about a marketing team as more than just the marketers for a company or brand. Every “share” received through social media channels is an endorsement, each person “reposting” is an ambassador. 

“Single marketing voices only reach the people already in their networks. To break through, companies and causes will increasingly need to partner with suppliers, brand and others to reach more people, more often.”

For more interesting articles on sales and marketing, visit smstudy.com.

Photo provided courtesy of  Anoop Kumar, Flickr. Image has been cropped. https://www.flickr.com/photos/anoopkumar/

Sources:

SMstudy® Guide, Digital Marketing, pg. 63-64.

“Agenda Overview for Emerging Marketing Technology and Trends, 2015,” Andrew Frank, Dec. 18, 2014. https://www.gartner.com/imagesrv/digital marketing/pdfs/Emerging_Marketing_Technology_and_Trends.pdf

“The Future of Digital Marketing- How It’s Changing in 2016,“ Andrew Fridman, Dec. 1, 2015. http://www.inc.com/adam-fridman/the-future-of-digital-marketing-how-it-s-changing-in-2016.html

The Search for Social Media Insights

It may be time to recognize that data collected from social media will not so easily reveal its immediate impact on a company’s sales (as we’ve said before, it’s proven to be a bit slippery). But this doesn’t mean the baby should be thrown out with the bathwater. In finding ways to prove its value, social media marketers are changing the conversation away from a cause/effect relationship between a company’s marketing and its ROI to a deeper understanding of social data’s value. And as it turns out what it offers is way more valuable- the unprecedented parse-able social insights of a population.

In a recent post, we explained that the number one problem facing social media marketers today is tying social data to an increase in the bottom line (or the sales of a product or service). The challenge of “proof,” in turn, was making it harder to make a case for additional investment in social media marketing.

We said, “Demonstrating the value of the social programs within the company was, in fact, the top challenge noted (60%) by survey participants consisting of 600 media marketing professionals.”

 The State of Social Marketing 2015 report by Simply Measured states, “Companies of all sizes and maturity levels are struggling to prove the value of their social programs. Social media activities can be difficult to quantify, and marketers are trapped between readily available “vanity metrics,” such as Likes and followers, and difficult-to-measure objectives such as brand awareness.”

We went on to suggest that unless there’s a collapse of the capitalist system, better tools will surely arise to address the challenge. But we also noted, of equal, if not greater importance, would be the ongoing discovery of more creative and accurate ways to query the data.

As marketers hone in on methods to extract the gold nuggets of consumer intel out of the mountain of information, they’re hitting upon the true capital of social media- the most comprehensive picture of consumer behavior, sentiment and decision-making process they’ve ever been blessed to lay hands on. This might not be the smoking gun that ties directly to a sale, but, in fact, presents many more gifts in the long run as John Donnelly III, SVP of global sales and marketing at Crimson Hexagon, points out.    

 “One of the most effective ways to glean consumer insights is by analyzing social media conversation… sales teams are realizing that social media is rife with information about what their prospects care about, how they consume media and what motivates their decision-making,” said Donnelly.

Based on Donnelly’s presentation and other insights, here are some ideas to consider when taking the dive into social data.  

Get granular. Almost any question a marketer has regarding brand perception, market competition and the general sentiment of people discussing a product or brand can be found through social media analytics, so ask away.

Getting granular also let's marketers zero in on microsegments of the population that either are or can be Word-of-Mouth advocates for a brand or product.

Word of Mouth is the golden standard for all marketers. The ability to target Word-of-Mouth advocates on social media can be the difference between success and failure. Writing for convice&convert, Devon Wijesinghe discusses the importance of Word of Mouth and how it can be used.

“This rich source of information comes in handy when you’re looking to generate Word of Mouth about your brand. Tapping into the “right” market segments—segments whose interests and values are aligned with your brand—can be the catalyst your campaign needs,” Wijesinghe said.

Layer trending topics on top of a hyper-targeted market segment (both bits of information available through social media data analysis) and a marketer has made a happy marketing marriage.  

Focus groups may be passe according to some, but testing is still very much a part of the marketing strategy. From a product standpoint, social media insights can reflect the strengths and weaknesses of a product’s lifecycle as well as the effectiveness of current marketing efforts. Filling the role of the modern-day focus group, social media insights are also valuable for taking the temperature of the public on an idea such as a logo or slogan, a product or service. Testing the social media world’s tastes and perceptions allows for adjustment before launching, saving money and perhaps even preventing a catastrophic mistake.  

Social media data is virtually limitless (pun optional) and social media marketers are stepping up and learning how to use it best. We expect to be reading many more social media data “hacks” in the future. Stay tuned.

Visit smstudy.com for additional articles on sales and marketing. 

Sources:

"How to Sell Smarter Using Social Insights," Devon Wijesinghem http://www.convinceandconvert.com/social-media-measurement/social-insights/

"Supercharge Your Selling Strategy: The Power of Social Data," John Donnelly, https://inbound.org/discuss/john-donnelly-forget-the-focus-group-how-social-insights-can-help-you-sell-smarter-at-inbound15

The State of Social Marketing- 2015, Simply Measured, http://simplymeasured.com/#sm.0001gymsunkgqdcepli19xtqnlo4p

Sales training, not just for sales teams anymore. SMstudy is for everyone.

As companies continue the eternal pursuit of streamlining, a little bit of universal sales training can yield major benefits. Basic understanding of the aspects of the sales process is a benefit for all members of a company regardless of position or department.

Some very real advances in efficiency can be achieved when everyone speaks the same language.

Ever feel important communications get lost in translation from one branch of a company to the other? Since sales is usually a crucial element of any company, it benefits everyone to have an understanding of sales processes and its terminology.  When everyone speaks the same language, everything goes more smoothly.

According to Will Brooks, executive vice president and director of marketing at The Brooks Group, “Communication is enhanced once everyone is fluent in the selling process, when the dialogue around specific accounts and stages in the buyer’s journey becomes more efficient—both within the sales team and across departments. Congruent terminology and standard definitions of each stage in the buying process reduces miscommunication and unifies the sales and marketing departments.”

Continuity of Message = Efficiency

Another important benefit of universal sales training; the continuity of company communication, both internally and externally. A consistent informed message that permeates a company will make a stronger clearer message to potential customers. As customers are brought in to the sales cycle, they will continue to receive a consistent message that in turn leads to a seamless customer experience. 

Brooks notes, “Customer service can better understand the customer’s needs once they have received sales training, and when marketing understands the sales process, they can provide tools and resources that are aligned with how sales is selling. The promises sales makes to customers should mirror the messages that marketing sends out, and alignment between these departments ensures that’s always happening.”

SMstudy works very well for any company considering a company-wide sales training program. It’s convenient and offers flexible training opportunities that work within the timeframe of a staff members’ busy schedule. The SMstudy Guide® and all its resources, including training videos, study guides, test questions and more, is ideally positioned to provide a positive sales training experience for everyone. 

Find more interesting information on sales and marketing at smstudy.com.

Sources:

How Sales Training Can Benefit More Than the Sales Team, Will Brooks. Sept. 21, 2015. https://www.trainingindustry.com/blog/blog-entries/how-sales-training-can-benefit-more-than-the-sales-team.aspx

What Do You Do When Your Boss Says Prove It

If you’ve ever found yourself having to defend the merits of social media marketing, you’re officially not alone. A recent report on social media marketing in 2015 reveals the struggle that still exists in pinpointing the almighty ROI of social marketing to that skeptic saying “yes, I see what it does…but how does it help?” Usually that skeptic is the boss (in some way or another) and the answer is not so easy to nail down. Social media is proving to be a little slippery.

The newly released The State of Social Marketing 2015 report by Simply Measured cites three major challenges that were impacting social media marketing in 2015. 

They are:
1.    demonstrating the value of social programs within the company; 
2.    overall business integration; and
3.    not having the right tools to measure social media activities. 

Demonstrating the value of the social programs within the company (#1) was, in fact, the top challenge noted (60%) by survey participants consisting of 600 media marketing professionals.

The reports states, “Companies of all sizes and maturity levels are struggling to prove the value of their social programs. Social media activities can be difficult to quantify, and marketers are trapped between readily available “vanity metrics,” such as Likes and followers, and difficult-to-measure objectives such as brand awareness.”

It goes on, “When it comes to understanding, proving, and quantifying value, social marketers are still trying to find the sweet spot.”

It’s logical to consider (as the report does) that the “sweet spot” could be found by addressing the challenge of #3. or “Not having the right tools to measure social media activities,” which according to the same 600 marketers, is a major frustration for those attempting to work with current analytics options. In addition, they noted the dissatisfaction with their current set of tools and the difficulty of interpreting the data they do have. And here’s the really frustrating bit, it’s hard to drum up enthusiasm and encourage further investment when the current tools or methods don’t allow marketers to provide highly accurate data which would, in turn, drum up enthusiasm and encourage further investment. And the wheel goes round and round. 

Finding the right tool for the right job seems to be an essential part of the plan. In the area of data analytics tools, the report suggests either an inability to hone in on what is truly needed or simply an area that hasn’t been fully addressed in regards to tool development. According to the report, most surveyed are using multiple tools for tracking the various social media channels and as many as 65% said they were using the platform’s native analytics tool.

 

All that being said, the future looks very sunny for social marketing. Tools will emerge that address the needs of social media marketers. Social media marketers will become more adept at interpretation. Chances are both will occur (are occurring). 

And whether the frustrations continue on or are assuaged in the coming year, it might not matter. As squishy as the analytics may appear to the bosses, they’ve seen enough “proof” to increase social marketing budgets, on average, by 12.5% over the next five years from 2015’s 9.9% to 22.4 in 2021. 

For more on sales and marketing, visit www.smstudy.com/articles. 

Sources: 

The State of Social Marketing- 2015, Simply Measured, http://simplymeasured.com/#sm.0001gymsunkgqdcepli19xtqnlo4p

Identifying Competition: An Essential Element of Marketing

All industries are growing at a rapid pace with emergence of more and more companies. For a company to exist in this race, it needs to mark its presence and grow at the same time. Knowing competition for a company and accordingly positioning the products is something businesses are concerned with today.

Listing Competitors

To get a clear idea of the differentiated positioning the company needs to identify its potential competitors. A thorough analysis of the competitive products, their features, strengths and operational excellence would give the company a clear picture of the market operations and the trends. Understanding the value proposition provide companies a sustainable competitive advantage which can be utilized in attracting customers from the competitors.

In the process of identifying competitors the company should consider the product, substitutes, technological challenges, new entrants, old established brands. Future competitor analysis also plays an important role in creating a brand presence in the market for a product.

How to Identify Competition?

With the help of senior management direction and insights the company can have a better picture of the competition in the market existing for its products and services. Also from the market research reports and information published by the competitors help in identifying the details of the competitors and their ways of operation.

In order to understand the competitor in the market for a particular product the several analysis are to be carried out such as future competitive analysis, marketing research and meetings and discussions with industry leaders and experts. Understanding the emerging technologies, new entrants and actively scanning the industry gives a complete idea of the competitors and their structure and functioning. A SWOT analysis of the available list of competitors also gives a fair idea of the trends the competitors following and can help in improvising the products of the company and expand the customer base.

Every business that we see today is part of one or the either industry. With the moving pace and increasing consumer demand the business are expanding. Competition is something which has always been there and shall exist till ever. To find a way out and present the product in a better way in comparison to the competitor’s product is every business’s requirement and they should be focused towards it. Identifying competition empowers the business and gives scope for improvement, which enables it to prosper. 

Importance of understanding and evaluating Digital Marketing Channels

When creating an online presence, one of the initial steps for an organization is to determine the targets as defined by the Marketing Strategy and then explore the various digital marketing channels available to achieve those targets. Organizations typically market their products or services to targeted audiences that differ in demographics such as age, sex, education, marital status, geography, and income. Implementing digital marketing tactics allows a company to target very specific audiences and measure each tactic effectively.

Given the volatile nature of the online world, new channels are emerging with greater frequency, and audiences are continuously exploring new sources of online content—digital marketers must regularly assess and reassess digital marketing channels for their effectiveness. To identify the most effective marketing channels for an organization’s products or services, marketers spend a considerable amount of time and effort identifying and understanding the dynamics of all available digital marketing channels and evaluating these channels relative to their company’s overall organizational goals and objectives.

The digital marketing team analyzes the Internet behavior patterns of its target audience and identifies all possible online media that are used by those consumers being targeted. It observes macro trends that might impact the way in which the organization markets and sells a product or service to consumers. As a result of this process, the organization gains a better understanding of the digital landscape and learns how it can develop and implement its marketing strategies to be effective.

A company must understand the pros and cons of each digital marketing channel as well as the situations in which a channel is most effective or ineffective. For example, when a company wants to promote an important achievement or milestone, the use of social media forums is a good option because of the possibility of a viral effect and mass exposure, which may raise awareness of the company. When promoting a discount offer, the use of e-mail marketing is beneficial because of the fast results it can bring. On the other hand, if the company wants to inform customers about an expected delay in service (e.g., due to a scheduled routine maintenance, delay due some unavoidable circumstances), it is usually enough for the company to use e-mail or their website to notify customers, rather than initiating a social media update. Negative comments often spread faster in social media leading to loss of brand value and image. Therefore, understanding different channels is important in order to evaluate their usefulness.

To learn more about digital marketing channels, visit SMstudy.com/articles

How Information Finds You: Hyper-relevant Content Marketing

“If the news is that important, it will find me.”

This (in)famous declaration was made by an anonymous college student in 2008 during a focus group conducted by Jane Buckingham, founder of the market research company Intelligence Group.

Since 2008, this remark has made the rounds. It’s been quoted and discussed in both media and marketing worlds. It’s even been cited by the New York Times. And if you have to ask why, you haven’t been paying attention. This statement, which seems like a throw away (let’s be honest) has proven to be the number one guiding principle in both media dissemination and marketing in the new digital age.

As Joshua Benton remarked in a recent piece for NiemanLab, “If the news is that important, it will find me. I can’t tell you how many conferences, how many symposia, how many gatherings of worthies I’ve been at where some version of that line has been tossed around.”

It’s true! I’d heard it mentioned during a class on 21st-century journalism in 2009. At the time, old time journos scoffed at the student’s “laziness” or “lack of interest” in the wider world. But today, no one scoffs at the idea of providing valuable, relevant content, served up directly to viewers through the various social media channels. This is now the expectation. If it’s important, it will find you.

Marketers, like the media, have adapted. And one of the methods hyped over the last few years is content marketing. But with massive quantities of information bombarding us daily, we are reaching what is referred to as “Peak Content” or “the point at which this glut of things to read, watch and listen to becomes completely unsustainable,” according to author Kevin Anderson in 2014.

With Peak Content looming and with the understanding that a story (or content) MUST be important enough to reach the reader/viewer, successful marketers are turning to extra relevant, extra valuable content that will cut through the fracas. As this happens, the question then becomes “what’s relevant?”

Relevance often depends on individual circumstances and numerous other factors that may be at play at any moment in a person’s life. But there are some general assumptions that can be made. For example, most people will be thinking about breakfast in the morning. Or, if someone is awake late at night, information on insomnia might be something they’d like to see.

Enter the hyper-relevant content marketing plan, predicted by some to be a major social media marketing trend in 2016. Hyper-relevant content marketing takes into consideration the season, time of day or other societal factors that may be affecting a person’s need for a specific type of information.  

One such marketer, Amanda Todorovich, manager of Digital Engagement for Cleveland Clinic, is achieving major success producing hyper-relevant content by fine-tuning her organization’s marketing to maintain “evergreen” value for everyone and then offering it wisely within marketing channels.

“We are trying to put content in front of people at the right time,” Todorovich said. “We try to marry the best times of day on each channel with the best content and what people are using those channels for. Not everything gets posted on every channel we're on.”

By assessing the relevance and value of the content being used within a marketing strategy and utilizing the channels as well as season or time of day effectively, a marketer can be sure to hit the target more directly and at the same time find they’ve contributed something of genuine value to the online community.

For more resources and information on sales and marketing visit www.SMstudy.com/articles

Sources:

Peak Content: The collapse of the attention economy, Kevin Anderson. Jan. 4, 2016. ehttp://www.themediabriefing.com/article/peak-content-the-collapse-of-the-attention-economy

“If the news is that important, it’ll find me.” But what determines if it’s important?, Joshua Benton, Feb. 20, 2014. http://www.niemanlab.org/2014/02/if-the-news-is-that-important-itll-find-me-but-what-determines-if-its-important/

Behind the Scenes of the Cleveland Clinic’s Content Marketing Strategy, Brianne Carlon Rush, Dec. 2, 2014. http://www.kunocreative.com/blog/cleveland-clinics-content-marketing-strategy

The Search for Social Media Insights

It may be time to recognize that data collected from social media will not so easily reveal its immediate impact on a company’s sales (as we’ve said before, it’s proven to be a bit slippery). But this doesn’t mean the baby should be thrown out with the bathwater. In finding ways to prove its value, social media marketers are changing the conversation away from a cause/effect relationship between a company’s marketing and its ROI to a deeper understanding of social data’s value. And as it turns out what it offers is way more valuable- the unprecedented parse-able social insights of a population.

In a recent post, we explained that the number one problem facing social media marketers today is tying social data to an increase in the bottom line (or the sales of a product or service). The challenge of “proof,” in turn, was making it harder to make a case for additional investment in social media marketing.

We said, “Demonstrating the value of the social programs within the company was, in fact, the top challenge noted (60%) by survey participants consisting of 600 media marketing professionals.”

 The State of Social Marketing 2015 report by Simply Measured states, “Companies of all sizes and maturity levels are struggling to prove the value of their social programs. Social media activities can be difficult to quantify, and marketers are trapped between readily available “vanity metrics,” such as Likes and followers, and difficult-to-measure objectives such as brand awareness.”

We went on to suggest that unless there’s a collapse of the capitalist system, better tools will surely arise to address the challenge. But we also noted, of equal, if not greater importance, would be the ongoing discovery of more creative and accurate ways to query the data.

As marketers hone in on methods to extract the gold nuggets of consumer intel out of the mountain of information, they’re hitting upon the true capital of social media- the most comprehensive picture of consumer behavior, sentiment and decision-making process they’ve ever been blessed to lay hands on. This might not be the smoking gun that ties directly to a sale, but, in fact, presents many more gifts in the long run as John Donnelly III, SVP of global sales and marketing at Crimson Hexagon, points out.    

 “One of the most effective ways to glean consumer insights is by analyzing social media conversation… sales teams are realizing that social media is rife with information about what their prospects care about, how they consume media and what motivates their decision-making,” said Donnelly.

Based on Donnelly’s presentation and other insights, here are some ideas to consider when taking the dive into social data.  

Get granular. Almost any question a marketer has regarding brand perception, market competition and the general sentiment of people discussing a product or brand can be found through social media analytics, so ask away.

Getting granular also let's marketers zero in on microsegments of the population that either are or can be Word-of-Mouth advocates for a brand or product.

Word of Mouth is the golden standard for all marketers. The ability to target Word-of-Mouth advocates on social media can be the difference between success and failure. Writing for convice&convert, Devon Wijesinghe discusses the importance of Word of Mouth and how it can be used.

“This rich source of information comes in handy when you’re looking to generate Word of Mouth about your brand. Tapping into the “right” market segments—segments whose interests and values are aligned with your brand—can be the catalyst your campaign needs,” Wijesinghe said.

Layer trending topics on top of a hyper-targeted market segment (both bits of information available through social media data analysis) and a marketer has made a happy marketing marriage.  

Focus groups may be passe according to some, but testing is still very much a part of the marketing strategy. From a product standpoint, social media insights can reflect the strengths and weaknesses of a product’s lifecycle as well as the effectiveness of current marketing efforts. Filling the role of the modern-day focus group, social media insights are also valuable for taking the temperature of the public on an idea such as a logo or slogan, a product or service. Testing the social media world’s tastes and perceptions allows for adjustment before launching, saving money and perhaps even preventing a catastrophic mistake.  

Social media data is virtually limitless (pun optional) and social media marketers are stepping up and learning how to use it best. We expect to be reading many more social media data “hacks” in the future. Stay tuned.

Visit smstudy.com/articles for additional articles on sales and marketing. 

Sources:

"How to Sell Smarter Using Social Insights," Devon Wijesinghem http://www.convinceandconvert.com/social-media-measurement/social-insights/

"Supercharge Your Selling Strategy: The Power of Social Data," John Donnelly, https://inbound.org/discuss/john-donnelly-forget-the-focus-group-how-social-insights-can-help-you-sell-smarter-at-inbound15

The State of Social Marketing- 2015, Simply Measured, http://simplymeasured.com/#sm.0001gymsunkgqdcepli19xtqnlo4p