Category Archives: Social Media

Social Media Awards Prediction: O2 Santa

It’s great to end the year with a brilliant social media campaign courtesy of the guys at O2 and Hope & Glory.

I first saw this via a tweet from @mashbusiness:

For those of you not familiar with the campaign, I’ll let the O2 Santa explain here:

It looks like almost 1,000 videos were personalised within the week-long campaign, and I can’t wait to see the stats on the total number of views, shares and retweets this created.

Having had my own personalised video recorded to convince my childhood best friend that Santa really does exist, I can say that this was an excellent piece of work, brilliantly executed:

Within 24 hours I had received a tweet telling me that my video was ready for viewing.

Personalisation + Social interaction + Seasonal appeal= [surely] award-winning campaign.

Well done to all involved.

Advertisement

Can Digital Immigrants learn the right to residency?

There’s a lovely quote I heard for the first time at a recent presentation by David Rowan:

 “Anything invented before your fifteenth birthday is the order of nature. That’s how it should be. Anything invented between your 15th and 35th birthday is new and exciting, and you might get a career there. Anything invented after that day, however, is against nature and should be prohibited.”

Douglas Adams

Source: http://www.famousquotesabout.com/quote/Anything-invented-before-your/74844#ixzz1JQelGyKL

This made me laugh out loud. Then it made me think (as did the rest of David’s presentation, which was excellent). Although I like to consider myself relatively tech-savvy, I’m approaching 40 and am therefore a Digital Immigrant. Yet I’m fascinated by the potential within the digital world that is developing at speed around us, and want to understand what makes the business decision makers of tomorrow (the Digital Natives) tick. As a B2B Marketer, how can I not be?

So last year I went back to school for the first time in over 10 years and completed the CAM Foundation’s Digital Marketing Planning Award (via online distance learning, of course!). Whilst it gave me a great refresher in marketing planning, my background and wider reading really ignited a passion to find out more about how the digital world continues to evolve.

Since then, I’ve slowly built Twitter connections with c.100 people around the world, along with a small but growing readership of this blog, with over 200 views a month. I will never be a Digital Native, but I can learn more about the customs and language of the new world I find myself in.

As my interest in the development, usage and integration of digital tools into mainstream marketing has continued to grow, I’ve decided to take the plunge and study for the Digital Marketing Essentials Award, which will give me  a focus to my learning whilst allowing me to complete the Diploma in Digital Marketing.

As well as posting updates on this blog, I’ll also be sharing any interesting insights I glean as part of my studies via my Twitter feed. I hope you find them interesting and useful.

Thinking about B2B Social Media? Dot your i’s first.

I hear a lot of people ask about the relevance of social media in B2B Marketing. Normally these questions follow presentations by industry  commentators that have contained high-profile, consumer examples of brands that have successfully engaged with their customers through these channels.

B2B businesses, whatever their size, need to answer some basic questions before they decide to jump in. This is by no means exhaustive, but there are three important i’s that need to be dotted before you even think about embarking on a programme:

insight– who in your target audience is using social media, how and how often? Are your competitors there? How are they using it? What sort of conversations are taking place? In what tone? Can you answer any questions being asked? Are people discussing problems or issues that you can help with? If so, then think about joining in the discussion, but do not sell- you need to build trust and respect first.

investment– although many of the social media tools available are ‘free’ in monetary terms, you will still need to make an investment in time and energy to take part in the communities which interest you. Although tools such as TweetDeck allow you to schedule twitter updates to be sent during the day automatically, don’t over-use this. Make sure you balance them with timely ‘human’ contributions throughout the day.

integration– how well do social media activities ‘fit’ alongside your other marketing activities? Are your staff online? Do you have subject matter experts within the business that can write compelling content to share with your customers and prospects via blogs and other online communities? One size rarely fits all, so consider the mix of communications you will employ and their respective impact on lead flow and sales before putting all of your eggs in the social media basket.

If you’ve dotted these three i’s and feel you’re ready to go, please make sure you review this excellent list of 10 considerations from Mack Collier first. Although ‘Social Media Policy’ sounds scary and corporate, these are common sense and practical considerations that you’ll ignore at your peril.