Some great advice on how to improve your social engagement. These tips will teach you how to get thousands of shares on your content.Read More
HOWE&WYE sees significant value in this post by Shama Hyder. Far too often we see firms using a ‘silver bullet’ approach to marketing, relying heavily on a single channel approach failing to see the greater potential of using an integrated approach to customer acquisition, member engagement or stakeholder communication. HOWE&WYE can execute a detailed analysis of your current strategy and provide you with meaningful feedback on how to improve the alignment between your marketing budgets and your corporate objectives.
Shama Hyder, CEO of Zen Media
Using social media to promote and advertise for brands used to be a forward-thinking strategy. Social was the future, and early adopters were rewarded for jumping on the bandwagon when they did.
In the good ole’ days of early social media marketing, it made sense to “use” digital advertising in order to reach “wired” consumers. It also made sense to “use” social media to reach consumers who were discovering social media platforms. Back then, before widespread adoption of the internet and the advent of billions of Facebook users — that is, back in the days of interruptive advertising where campaign lifecycles and consumers’ journeys could be clearly identified, neatly segmented, and accurately assessed — it made sense, and was frankly quite easy, to “use” social media to reach consumers.
But to thrive in the age of the connected consumer, marketers need to understand why “using” social media is a thing of the past. Today, it’s important to shift from a mindset of “using” social media to a mindset of adapting and thriving in an ecosystem where a highly connected, social, empowered consumer is now the norm, and traditional econometrics and data are no longer adequate to measure and track the success of content and campaigns.
Social media is a shrinking piece of a much bigger digital pie that requires rethinking consumer’s sociality, and relationship to brands.
Consider that 77 percent of marketers rely on at least one dedicated social media platform, but less than half generate ROI from this strategy. This shouldn’t come as a surprise. Millennials and Gen Z are annoyed over brands targeting their social media feeds and in response, a third of them have permanently deleted their Facebook account.
What’s more, social platforms are changing the way they operate, making it harder for brands to show up to the audience they want without paying to do so. Twitter deleted more than 70 million suspicious accounts in less than 60 days, and Instagram switched to a non-chronological algorithm that has limited the appearance of organic branded content in users’ feeds. With this in mind, marketers need to redefine their understanding of “social” to extend beyond social media.
To clarify, it’s not that consumers are becoming less “social,” it’s just that this sociality — which can be understood as digitally-enabled “connectivity” to other consumers and to brands — appears to be increasingly migrating from social media platforms onto aggregation, social, mobilization, and learning platforms. (Think, for example, of how “social” consumers are on sites like eBay or Amazon in terms of sharing product reviews and interacting directly with sellers and other consumers.) Said differently, though the number of consumers who can be reached through social media channels may be shrinking, the digitally-enabled “sociality” that characterizes today’s connected consumer is expanding.
ROI is an insufficient metric for assessing success that requires rethinking the nature of the consumer journey.
The expansion of today’s connected consumer across multiple digital touchpoints means that ROI is no longer a reliable default for accurately assessing campaign success. Marketers need to move beyond ROI and adopt metrics that are more sensitive to the complexity, ambiguity, and dynamism of the consumer journey correspondent to the category in question. Without this sort of approach, it’s impossible for brands to identify their particular challenges and to develop targeted strategies for overcoming them.
Integrating social data and metrics with other KPI’s affords brands much greater visibility into the customer journey across multiple channels and digital touchpoints. In order to integrate social media strategies with other critical marketing practices — web analytics, CRM, and so forth — marketers must cease to view social media platforms as simply a marketing channel and leverage it instead as one prong of a larger strategy and source of customer insight.
Metrics for measuring a campaign’s success require rethinking what “value” means in the digital age.
Determining if, how, why, and under what conditions a particular marketing strategy or campaign has value to a consumer requires rethinking what value means in the digital age. It also requires equally nuanced and sophisticated metrics for measuring this value. Depending on the variables, value can mean many different things — things that are invisible from the limited perspective of ROI. By adopting more nuanced and sophisticated metrics for discerning the subtle shades of value that nonetheless represent significant points of leverage, marketers can tune their content accordingly.
While the concept of “using” social media no longer makes sense, the expanding sociality of today’s connected consumer offers new opportunities for defining, measuring, generating, and reaping value in ways that will continue to advance the digital age and benefit brands and consumers alike.
Shama Hyder is a visionary strategist for the digital age. A web and TV personality, a bestselling author, and the award-winning CEO of Zen Media, she has aptly been dubbed the “Zen Master of Marketing” by Entrepreneur Magazine and the “Millennial Master of the Universe” by ...
Original Article - Forbes
As a start-up founder or CEO in Asia, you are thinking about business growth in the biggest market in the world, the United States. To expand to the US you need the right investors. Most people think their only option is Silicon Valley. The fact is the US has many cities that are friendly to start-ups and also have investors. To get investors’ attention you need to think and talk like a them. In the US you get one chance to pitch a VC that you can’t waste. Nate Habermeyer has worked with large and small technology companies helping them create a brand and media coverage to help them achieve their business objectives. Nate will be presenting brand strategies for Asian start-ups to use to get noticed by investors and reporters in the US and Canada.
창업자 또는 CEO로서 세계 최대 시장 인 미국에서 비즈니스 성장에 대해 생각하고 있습니다. 미국으로 확대하려면 올바른 투자자가 필요합니다. 대부분의 사람들은 그들의 유일한 선택이 실리콘 밸리라고 생각합니다. 사실, 미국에는 신생 기업에 친숙하고 투자자가 많은 도시가 많이 있습니다. 투자자의 관심을 끌기 위해서는 그들과 같이 생각하고 이야기해야합니다. 미국에서는 낭비 할 수없는 VC를 던질 기회가 하나 있습니다. 네이트 하버 마이어 (Nate Habermeyer)는 대기업 및 중소 기술 회사와 협력하여 비즈니스 목표를 달성하는 데 도움이되는 브랜드 및 언론 보도 자료를 작성하도록 지원했습니다. Nate는 미국과 캐나다의 투자자와 기자가 주목할 아시아 스타트 업을위한 브랜드 전략을 발표 할 예정입니다.Read More
The result of nearly a year’s work had HOWE&WYE leading stakeholder consultation and engagement as well as the development of the overall strategy and project management with the myriad vendors involved in the project. Aside from generating growth for the institutions, the campaign will promote and dispel myths about living, learning and loving Northern BC. The campaign elements included brand strategy, creative execution, multinational media buy, social media execution, website development and media relations, as well as broad stakeholder communication.Read More