Tag Archives: social

The Power of Connections

22nd September 2011

Last week, I had the opportunity to attend and speak on a panel at Exact Target’s annual Connections conference in Indianapolis. Going into three days hosted by a company traditionally seen as a leader in strictly the email space, I was honestly a bit hesitant to what I would learn from a social, mobile and broader digital lens. Connections 2011 blew me away.

The frame of “Connection” has been a hot topic here at Engauge as of late. We have reached a point where social is no longer a new silo tool, but rather a series of channels that can build relationships with consumers and every facet of a brand.

No longer can we as marketers piece together each aspect of a campaign to form a brand identity, we must first ask ourselves, “Are you creating a digital marketing strategy or a digital business strategy?”

We all know that in the digital world news, campaigns and actions travel fast. We must react on a moment’s notice to avoid being left behind, however, sparkly object syndrome is not a viable business plan your CEO is going to buy into.

In order to make social, email, and every other facet of digital marketing a success, we must first challenge ourselves to determine what we wish to accomplish. From there the channels and the tactics fall into place.

Best Buy’s CTO drove this idea home when he said, “if someone says a technology is going to die…get out your checkbook. Technology just evolves.” Taking a step back from the Facebooks, the Foursqaures and the Instagrams of the world is tough, but rewriting an individual plan for the next big thing, I can assure you is tougher.

Across each and every session, speakers had the commonality that connection is key. As we look to 2012, I know we will be looking towards connections: making a connection with consumers, with our brands and most of all through the channels and plans to get there.

Where are you looking to make connections in 2012? What are your keys to success to get there?

DIG: This Podcast: Wildfire Marketing and Interactive Promotions

24th February 2011

Running a promotion within social can get complicated fast. From guidelines between networks to development and budget, the requirements alone can be daunting.

Last week, Stacy Cohen and I were give the opportunity to chat on the DIG: This Podcast with Wildfire’s Senior Vice President Derek Draper and Southeastern Senior Account Executive Christien Louviere.

Wildfire is a marketing and interactive promotion platform which allows brands to quickly  build & launch social media marketing campaigns within minutes. Campaign formats include quizzes, contests, coupons, virtual gifts and more.

As one of the first preferred developers of Facebook, Wildfire’s unique relationships with social media platforms allow for deep integration and successful campaigns from the moment they launch.

Listen in over on the DIG: This Podcast page as we learn more about the platform, its capabilities and where the team is heading in the future.

The Perks of a High Klout Score

22nd January 2011

Klout has called itself the standard of influence for measuring individual influence across Facebook and Twitter. With 500 Million and 175 Million users respectively, the tool has certainly defined a way to navigate the chatter and overload we all face in social. However, up to this point, the biggest concern for an influence score as an individual is so what? My score is a 45 (a drop from a 51 only a month ago, but who’s counting right?), but what does in earn me?

In a sea of millions of members across networks, searching for the perfect candidate to spread your businesses’ next big thing feels like searching for a needle in a haystack.

Klout is working to change that.

Earlier this month, Klout announced Perks, a platform allowing Klout users with high scores in targeted area, demographics, etc. to be rewarded  with, you guessed it, perks. For example, the company is currently running a campaign in San Francisco along with Audi allowing selected users to take the new Audi A8 for a test drive at an upcoming event as well as a chance to win a luxury weekend getaway.

It’s pretty clear that is is win-win for both sides. Exclusivity for users, perks for being the highly socially engaged. The brand finds not only a highly defined test market, but a market inherently inclined to spread the message to peers that are ready to listen.

As outbound communication becomes more and more defined by the actions of users rather than the advertisements of brands, these platform enhancement will help to finally uncover the ever elusive ROI we were all searching for in social in 2010.