Facebook provides an unparalleled amount of real-time, accurate user data. With Facebook, marketers can be flies on the wall, quietly and unobtrusively gaining insight into their consumers by observing the details they share about their lives.
It is the world’s largest unfiltered focus group for brands to listen to, and it’s arguably the richest CRM database for marketers to take advantage of.
Consumers provide large amounts of data through their Facebook activities, enabling marketers to access far more information about who they are than a survey or poll might reveal. And, thanks to the high-frequency of consumer activity on Facebook, all of this wonderfully rich data is consistently kept up to date.
Best of all, the accessibility of consumer data on Facebook means that marketers can utilize it without interfering in their consumers’ lives.
To bring Econsultancy readers and subscribers the best blog content from the month gone, I've been writing simple posts like this one (with the best of August and September also available).
There's plenty of good stuff I've had to leave out, but the posts I've included below will bring you some new best practice, insightful opinion, and some coverage of October's biggest events in marketing, ecommerce, big brand land and GAFA World (Google, Amazon, Facebook, Apple).
I hope you'll enjoy the best from our myriad of authors.
So, you want to get noticed, earn respect, fans, more money, more sales. You want to pepper the web with your beautiful little avatar in search of career development.
You want to become a brand that stands for something.
Well, it’s surprisingly easy to do this, with time and effort made in the right places. So I thought I’d write up a checklist showing how to go about it.
Some of this is going to sound like best practice for a PR person, but essentially that’s the task in hand. Being as visible as possible is the best part of building a personal brand.
NB: this is aimed more at those fairly new to the world of marketing, but there's a few presumptive tips for those already established.
With Google+ now allowing users to customise their user profiles many are flocking to get their custom vanity URL.
I spoke at an event last week looking at the role of programmatic in VOD and its suitability for building brands in a digital environment.
There were a number of people speaking about creating more brand based measurement, data consolidation, using client site and CRM data and the rise of programmatic as a fundamental future facing model for all media buying.
While I agree that programmatic is best viewed as opportunity trading and currently somewhat disconnected from the planning and brand strategy teams, I was struck by the lack of discussion about the role of attribution technology in aligning the true value of programmatic media with an agreed end conversion point.
As November is only days away it’s time to round up some of the most interesting and noteworthy social campaigns we’ve seen this month.
This time it includes efforts from Cadbury, Doritos, Coke and Visa, as well as a flurry of Twitter Q&As.
If you’ve spotted any other decent social campaigns in October please flag them up in the comments...
Competitor analysis is an excellent way for businesses to map out their fledgling social strategy or give existing social channels a shot in the arm.
After all it pays to learn from the best and the beauty of social is that a huge amount of useful data is publicly available.
It does take time and a bit of skill to mine that data, but luckily there are a number of free tools available to automate at least part of the process.
To this end, I’ve come up with a six stage plan that will at least get your business on the road to completing a competitor analysis on Twitter, which will help to identify the influencers within your industry and the type of content that drives relevant conversations.
I like to think I've seen a lot of tweets, enough to know a good one when I see it.
So often, I am completely exasperated looking at the dadaist sludge that dribbles out of corporate and brand Twitter accounts. So I've decided to do something about it and write this complete guide to writing interesting tweets.
It's somewhat subjective, but I've given at least 60 tweets here to illustrate my various points. I'll define interesting as something funny/persuasive/compelling/thought-provoking/informative etc - pretty much any tweet that can draw the user's attention.
There is a lot of 'don't' as well as a lot of 'do', and of course, knowing your brand and your audience is key to interesting your followers.
Hopefully there'll be some scenarios you recognise in here, and some reminders.
Please leave your pet hates and great loves in the comments below.
Diageo’s CMO said recently that 'all marketing is digital' and that his company aims to embrace innovation.
The business currently spends 20% of its $3bn marketing budget on digital channels, though this doesn’t take into account the amount spent on content that is then shared and promoted through digital.
Diageo is due to announce its financial results tomorrow, so investors will be able to judge whether the digital strategy has started to bear fruit.
It also seems like a good time to round up some of the company’s most noteworthy digital campaigns of recent years, beginning with the viral success of Guinness' latest TV ad...
The numbers are compelling: 7bn messages sent between 230m users of its messaging app, 200m downloads of its games, 10m Indian users in three months as well as tens of millions in Spain, South America, Indonesia and beyond.
LINE is a large content hub, and once you’ve downloaded the messaging app, you’re hooked into a network that gives away a lot of fun stuff for free, and ties everything together with a very strong brand.
So what is LINE doing that’s significant, and how will it begin to affect other brands on mobile?