Social media agencies really are social

I once had a punch up in a Manchester bar with an eminent publisher and businessman (you know who you are). Yes, I know it’s not big and it’s not clever. But, to be fair to us both, it was 20 plus years ago when our testosterone was raging and yes, of course, it did involve a young lady. I’ve bumped into him a fair bit recently (not aggressively) and we’ve had a nostalgic laugh about it. We were both involved, in different ways, in the creative and PR scene in Manchester in those days.bar_fight1

It’s got me to pondering the huge difference in attitudes of competing agencies to each other between then and now. The difference is even more marked in the digital and social media sectors.

In the Thatcher, ‘loadsamoney’ era, boy, were we all competitive. And part of that competitiveness was a lot of secrecy. God forbid if anyone knew which potential clients you were talking to, or pitching for. The most jealously guarded of all was ‘inside information’ – those snippets of knowledge that you and you alone had that just might give you the edge in the pitch or new business process.

Whilst we might share a drink and a laugh at an industry event, in public we were daggers drawn and, at best, condescending to our key competitors.

 Now fast forward two decades and what a sea-change. Agencies are still very competitive of course but, mostly, apply that competitiveness in a much more mature and intelligent way. Collaboration is commonplace, cross-referrals routine and support from peers almost always there when needed.

But social media and digital agencies are the most striking examples. Knowledge is routinely shared with so-called competitors on networking sites like LinkedIn and Twitter. We share our experiences in blogs and commonly praise other agency work on bulletin boards. OK, a glance at some of the comments on industry news sites will show you there are still a few trolls around who delight in nasty comments, but the positive far outweigh the negative. And most negative comments are sincerely held, not just there for self-promotion.

So why the change? Are we not as competitive any more? Not a chance. The desire to succeed and be top dog is as great as ever. Perhaps we’re just nicer people in the caring, sharing post-Blair days? Not a bit of it – anyone watched any reality TV recently? In my opinion it’s because marketing in general has matured and grown up from its Madmen days. And social media marketing demands transparency and rewards sharing and collaboration by its very nature. Put simply you’ve got to be real to succeed.

Hopefully my sparring partner and I have similarly matured since our fighting days. I know I have – I won easily and she fancied me much more than him.

Steve Downes,

Juice Digital,

Social Media Agency, Manchester

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Use Twitter and never miss the boat

Andy Stanford-Clark, one of IBM’s 23 “master inventors”, took time out from his programme of relentless innovation to speak to David Rowan, the editor of Wired UK magazine at TEDGlobal 2009.

TEDConference2009 was help in Oxford in July

TEDGlobal 2009 was held in Oxford in July

Among many other things, Stanford-Clark explained how he hooked up Twitter to the Isle of Wight ferry, so that he would never miss the boat.

Check out the video.

This past July, TEDGlobal returned to Oxford for a now-annual conference. Four days of inspired thinking looked beyond the obvious, at the hidden forces shaping our future, at the mysterious functioning of things, at the invisible and at the not-yet-discovered. At TEDGlobal 2009, a roster of powerful speakers and performers explored The Substance of Things Not Seen.

Check out the pics here.

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The impact of Social Media Marketing

In today’s fast moving digital environments, it seems that the management in many companies still do not believe in the power of the Internet and in particular the changes in marketing and customer relations that have happened as a result of web 2.0 and the advent of Social Media Marketing.

“Social Media Marketing is emerging as one of the most important, if not the most important source of information for the consumer.”

With over 120,000 blogs written daily and thousands of online forums where customers are openly discussing their satisfaction and dissatisfaction with products and services, we still see company management hiding their heads in the sand and not engaging in conversations with their customers. For many companies this is simply an area that they are not comfortable with as it sits outside their own “zones of expertise.” Management need to realise very quickly that once a story is on the web, it stays on the web for many years and potential customers doing a very simple search can find out a lot about your company.

Technology is now available to trawl the Internet for any mentions of your company or brand and monitor the conversations going on. We can even categorise these conversations by “Sentiment” as to whether they are positive, negative or neutral mentions. In fact, a simple search on Google for your company/brand name and obvious keywords on the main search and blogs search, will give you some idea on the volume of information people can find out. But then what? Well in today’s world, if you know people are talking about your brand, then it follows that it’s imperative that you must enter a dialogue with them.

“Social Media Marketing is highly persuasive because the writer apparently has nothing to gain from the reader’s subsequent actions.”

Lets look a scenario that could and does happen to companies regularly.

An unhappy customer sent an email to your Managing Director last week, asking for a refund on the basis that your company had not performed against their promise. The MD did not reply personally, he simply forwarded it to customer services, which had many other things to do as well that day. With email being an instant communication tool, the customer at least expected something from the MD, they got no reply … nothing….nada!

As a result, they believed that they had been treated shabbily. In the good old days, they may have thought about the small claims court, watchdog or some such redress. But in today’s computer savvy world, the first thing they want to do is express their anger quickly and in particular, let every other potential customer know how badly they have been treated and that they didn’t think that they got value for money from your company. So they write the whole story in their blog, comment on other peoples blogs, start a forum thread on a consumer watchdog website, take a video of the problem and post it on YouTube ….. in effect they create what’s known as a “Blog Attack” on your brand!

“Building a traditional communication strategy and internal process to ensure a positive customer experience is hard work for any company. It’s always been easier to run another good advert, issue a ‘testimonial success’ press release, or hold a press conference to tell people how good you are. It’s always been a lot easier for a company to talk, than to listen to its clients. However your customers simple “Word of Mouth” communication habits have become more sophisticated, they are now blogging and twittering about you, so the burning question today in many boardrooms is “what’s that?” The answer is… It’s Social Media Marketing!…. How are you going to react?”

Every company now needs to contemplate how they should manage user feedback on their products and services in this very public arena. The power has since the creation of the “blog” shifted to the consumer and there needs to be high recognition that to protect your brand you need to do something……and quickly?

It is now very important for companies to be transparent and have open conversations with their customers. Other customers will then not only see the negative comments, but the fact that you are doing something about the complaints, this is majorly important for your corporate image as you are being seem as a very responsive and responsible company to do business with now and in the future.

This is hugely attractive behaviour for the consumer and your brand will gain respect. Through Social Media Marketing, we can assist you to engage your customers in a blog or a forum (
or both) and even where necessary reach out to the complainants with an old fashioned face to face meeting, if that is what’s required.

Customers need to feel appreciated, and when they do they write about the great experiences as well.

www.juicedigital.co.uk

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Gordon Brown joins Social Media Marketing Party!!

Whenever you look on the web or read marketing magazines the buzzwords “Social Media Marketing” are being talked about and making an impact all over the world.

For Juice Digital, specialists in this sector it was pleasing to see that Number 10 Downing Street have recognised the importance of this fast moving media and totally embraced it.

Excerpt taken from the No 10 website…Meet the PM. Gordon Brown

The digital world has undergone a revolution in recent years and continues to develop at a tremendous pace, and we have tried to include lots of exciting and innovative functions on the new website that make good use of those developments while still being easy to use.

The news feature will continue to be central to the site, allowing you to keep up to date with my work as Prime Minister. The new Number 10 TV channel will provide a wealth of video material, photos will be updated quickly to the Number 10 Flickr channel, and we’ll also be posting frequent messages through Twitter to keep you in touch with my day to day activities.

Most importantly, I want to hear what you have to say about the issues facing our country today. Our YouTube video channel now has a feature called ‘Ask the PM’, giving you the chance to post video questions to me on a regular basis. The e-petitions service remains a vital tool for communicating your thoughts on things that matter to you and your communities, and I hope you will also sign up to our regular newsletters so that we can keep you informed about everything that is going on. Conversation, after all, should be a two-way process.

So if Gordon the leader of the UK government has joined the Social Media revolution, it should be taken seriously by everyone else that wants to communicate with their clients and potential customers.

www.juicedigital.co.uk

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E-marketing and the environment – a perfect partnership

Many organisations and local authorities in particular are under increasing pressure to improve their environmental performance. However, at the same time there is a seemingly conflicting pressure for cost savings in all their activities – marketing and communications included.

E – marketing, whether by email, SMS or IVM (Interactive Voice Messaging) is a solution which can help organisations achieve both these objectives. E marketing is inherently ‘clean’ and uses a fraction of the planet’s resources compared with other channels – direct mail and advertising for example. It is also considerably less expensive and delivers a higher return on investment.

A great example was an e-government recycling service set up in London during the tenure of Ken Livingstone to encourage more people to recycle.

The service enabled residents in London to request details of when their recycling is collected or where their nearest recycling facilities are, by texting RECYCLE and their full postcode to a number.

Users then received an SMS message containing a direct link to the user’s local recycling helpline so they could order a recycling box or bag immediately if they had not got one.

Ken Livingstone said e-marketing was instrumental to the success of the recycling campaign. “With so many of us relying on our mobiles, the new text service is a quick and easy way to make sure you’re putting the right things out for recycling on the right day, or taking them to the right place.”

This relatively straightforward programme was paperless, dispensed with the need for call centre resources, was a fraction of the environmental and budget costs of a traditional leaflet or mailing campaign and delivered instant, measurable results.

This is just another example of how local government has embraced the latest technology to reach out into their communities.

www.juicedigital.co.uk

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E-commerce - still a parochial pastime?


Although e-commerce has taken off at national level, cross-border e-commerce is failing to keep pace. The share of EU consumers that have shopped across border has hardly increased since 2006. Consumers are increasingly confident about shopping cross-border but the number of retailers offering them this opportunity is failing to keep pace. Perhaps surprisingly, 75% of on-line retailers sell only to consumers domestically.The demographic of cross-border shoppers is generally younger, well-educated people in higher professional positions. Cross-border shopping still does not sufficiently engage the larger “middle” group of consumers.

The situation is similar in the B2B sector. Although larger companies are warming to the idea, there is still a larger middle group that have not fully taken on board the business potential that cross-border sales offer.

Companies considering moving into international sales would be ‘pushing on an open door’. A recent report by Eurobarometer shows that consumer confidence when buying products or services cross-border in another EU-country has improved - the proportion of consumers that are more or equally confident about shopping online from another EU-country is 8% higher than in 2006 – now 40%. The average cross-border shopper in the EU already spends €797 per year on these purchases.

So, in these challenging economic times when sales are under pressure, E - commerce retailers should be looking to target the widest possible audience for their products and services.

www.juicedigital.co.uk

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Video content is essential for Business Websites

Most people shy away from any sort of camera let alone a video camera, so why would you want to be the star of a video about your own company and its products or services?

Well the answer is twofold. In the fast moving online world, video content is recognised as being the future business tool essential and secondly and more importantly, websites with video content attract more customers and get better sales.

The British are the world’s worst for joining a queue, but after a few minutes people get bored and in their minds think they will call back later when it is a bit quieter… it never is and you don’t make the sale.

It’s a similar story when people first go on a website. Look at your own statistics and see how many people visit for less than 30 seconds. It’s the same scenario, if they cannot see immediately how to find what they are looking for, they move on - with few ever returning!

Video content offers a human aspect to any website and believe it or not, customers do still like a personal touch and it makes a difference to their purchasing decision.

In a recent survey regarding business websites, 75% of internet users in the US watched an online video during a sample month. We know that when people are on the web, they watch videos it is a natural part of what they do, and its not just pornography!

Youtube is the classic example. Go to Youtube and put in some company names and you will be amazed what video information is available. It has always been acknowledged that people buy more when they are sold to using all the different senses, rather than individual senses alone – visual (press), audio (radio) or a combination (TV & Video). Rich content like video or the alternatively known podcasts can provide this for your website, so don’t miss this major opportunity.

In the same survey, it was found that people were now watching 3.25 hours of online videos a month, that’s a 30% growth year on year, from a product that has only really been easily accessible online in the last 3 years. With these changes happening so quickly and the wider video programming choice online, how soon will your computer screen replace your TV?

However, it is important to remember that the way in which people view video online is very different from TV. People at their computers lean forwards, intensely focused on their screen. They are surfing the web, clicking on bite size chunks of content, if they are interested by what they see and hear they stay with it, if not they click out and move on. Business websites should acknowledge this and break down their content into easily digested chunks.

As for the sales impact of video content on a website, recent case studies showing up to 300% increases in enquiries and sales through using online videos to support the sales process are commonplace.

The reason is for this success is reasonably logical, video is more compelling, immediate, and less demanding than reading traditional web pages. A video presents your product, services and benefits in seconds, saving the viewer precious time. It therefore follows that this sales performance gets better results…. It’s quick. It’s precise. It’s simple. As the Internet Advertising Bureau says, “Web videos are… the catalyst for keeping customers online for longer.”

For information on developing video on your website as part of a digital marketing campaign, contact:

www.juicedigital.co.uk

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“Get your bloody feet off that seat!”

Well that’s one way to encourage young people to be more considerate when using public transport. But London’s Transport Commission is harnessing the power of Social Media Marketing to get the message across.

They have created a new social networking site - ‘Together for London’ - an open forum for Londoners to share their ideas of how to make London a better place, starting with behaviour on public transport.

The site features:

- live discussion pages where Londoners can join or begin a their own debate; - the facility to create personal campaigns around their own pledges - ‘I’ll keep my feet off the seats’ or ‘not shout in to my mobile on the bus’; - See where discussions are taking place across the capital; - vote and have their say on particular issues; - shop on-line to buy T-shirts with your own campaign pledge.

It’s interesting to see that the approach has the support of groups across the age spectrum.

Esther Thompson, Head of Training London Youth said: ‘London Youth wholeheartedly supports Together for London. The social networking site is a forum which allows young people to make their voices heard on issues relating to considerate behaviour on public transport’.

Samantha Mauger, Chief Executive of Age Concern London, said:

‘…the internet offers many older people the opportunity to get connected. The launch of Transport for London’s social networking site “Together for London” will give passengers of all ages one way of voicing their experiences of how inconsiderate behaviour has affected their journeys in London without fear of consequences’.

This is yet another example of organisations’, both private and public sector, use of Social Media Marketing to influence behaviour.

http://www.juicedigital.co.uk/

Juice Digital is a leading exponent of Social Media Marketing

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Obama and the power of Social Media Marketing

If you ever needed persuading of the effectiveness of Social Media Marketing, have a look at how the most influential human on the planet used it to effect life-altering change.

Take a look at his blog http://my.barackobama.com/page/content/hqblog/ then scroll down and look at Obama Everywhere and see how he and his campaign team truly harnessed the power of social networking channels throughout the primaries and election campaign.

This is a powerful example of how SMM is becoming a mainstream communication channel to get a message across. Can you imagine harnessing it for your organisation?

http://www.juicedigital.co.uk/

Juice Digital is a leading exponent of Social Media Marketing

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61 Billion Web Searches a month, will they find you?


With two thirds of the UK’s 25 million homes now online, that number is growing rapidly again as we move towards another year of new affordable laptops and computers for the home. But now, you don’t even need to buy a laptop…you get one free when you sign up for monthly mobile broadband…how good is that??

Someone recently asked the question “All these million searches for things….where did we used to go to get these answers?” When did you last pop into the library to do some research rather than Googling it?

However, the web is not just all about business and educational research, the web reaches into all aspects of our personal and business lives and lets others find and know what you are doing through facebook, instant messaging and social networks. We send pictures to family and friends on the other side of the world within minutes using Flickr. We now email or video conference instead of writing letters and telephoning….in truth, some people claim, “The internet has killed the art of conversation.”

Interestingly, some companies across the world are concerned that social interaction and thoughts between staff in the office is diminishing so badly, that they have introduced –No Email Fridays. Staff are fined for charity, if they send email messages or information to other members of staff in the office that day. Instead, they need to get up from their desk and walk over to talk to each other about the work and jobs they are doing, not surprisingly, this is having a great impact on these companies, as they are seeing more ideas and solutions being found by people through simply talking to each other!

Therefore, if you are online both personally and in business, are you doing as much as you possibly can to make it easy for people, new customers and suppliers to find you? Already 59% of top retailers have facebook sites. The reason for this is simple, it’s a popular site used by millions of people, marketeers follow the crowds and the crowds are on facebook, MySpace and other social media sites, however this is only one sliver of the overall social media marketing space that you should be populating.

Great companies will always agree and confirm that it’s word of mouth advertising that has always brought and continues to bring them in lots of business. Social Media Marketing is the 21st century “word of mouth” equivalent. If your business social networking skills and techniques are poor or non-existent, people wont find you, then experts say this is going to have a dramatic effect on your business prosperity in the future.

If you need more examples or help of how Social Media Marketing can benefit your business then checkout our other blogs.

www.juicedigital.co.uk

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Green marketing - do motives matter?

What undoubtedly does, is that the earth has limited resources but the world has unlimited wants. In societies like ours where we value “freedom of choice”, we give the right to individuals and organizations to attempt to have their wants satisfied. So, as the enlightened company begins to accept it has limited natural resources, they must develop new or alternative ways of satisfying these unlimited wants. A green marketing strategy looks at how an organisation’s marketing activities utilise these limited resources, while satisfying consumers wants, both of individuals and industry, as well as achieving the organisation’s sales and marketing objectives.

There are many motives for an organisation to adopt a green marketing strategy:

Ethical: Organizations who believe they have a moral obligation to be more socially and environmentally responsible.
Coercive: Increasingly, government directives are forcing firms to become more responsible.
Opportunist: environmental marketing is seen as an opportunity that can be used for market differentiation.
Competitive pressure: Competitors’ environmental activities pressure firms to change their environmental marketing activities.
Economical: Rising energy, waste disposal or material costs force firms to modify their behaviour.

But if the end result of green marketing is to preserve more of the planet’s precious resources, does it matter what the motives were?


juicedigital.co.uk

What undoubtedly does, is that the earth has limited resources but the world has unlimited wants. In societies like ours where we value “freedom of choice”, we give the right to individuals and organizations to attempt to have their wants satisfied. So, as the enlightened company begins to accept it has limited natural resources, they must develop new or alternative ways of satisfying these unlimited wants. A green marketing strategy looks at how an organisation’s marketing activities utilise these limited resources, while satisfying consumers wants, both of individuals and industry, as well as achieving the organisation’s sales and marketing objectives.

There are many motives for an organisation to adopt a green marketing strategy:

Ethical: Organizations who believe they have a moral obligation to be more socially and environmentally responsible.
Coercive: Increasingly, government directives are forcing firms to become more responsible.
Opportunist: environmental marketing is seen as an opportunity that can be used for market differentiation.
Competitive pressure: Competitors’ environmental activities pressure firms to change their environmental marketing activities.
Economical: Rising energy, waste disposal or material costs force firms to modify their behaviour.

But if the end result of green marketing is to preserve more of the planet’s precious resources, does it matter what the motives were?


juicedigital.co.uk
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Digital PR - Online contextual ads getting cleverer

Jameson Whisky ad

Jameson Whisky ad

This Jameson ad popped up on Pandora, one of the best music sites on the web. So why is this novel? Because Jameson provided something totally in context with the platform: they offered me a mixtape (playlist).

This is exciting because it matched the activity I was involved in and adds immediate value, rather than interrupting me and trying to shove whiskey down my throat, although, at the time, a slug of Irish whiskey might have been welcome!

It was also clean, stylish and unobtrusive.

The clever bit? The word Jameson remained in the front of a playlist in my Pandora, so until I delete it, I’m looking at it even when I’m not playing it. It’s subliminal, makes me smile and gives me a warm feeling about Jameson.

Other ads are multimedia-heavy and, occasionally, break the link with Pandora. Top marks to Jameson.

I recently updated my job history on LinkedIn, the business networking site. As I saved the amendment, an ad popped up for a sweepstake for a new business outfit from Banana Republic on the assumption that I needed new clothes for my new job.

Just another occasion on which the information was fun and contextual and brought a smile to my face. Great branding.

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Lessons from the Obama campaign

Recently, we blogged about how lessons from Obama’s presidential campaign could be applied to nearly every business or organisation.

Here are ten lessons based on the writing of David Meerman Scott who publishes a blog called Web Ink Now.

1. Social media are now mainstream. The other campaigns seemed to be fighting using the rules of past campaigns. Hillary Clinton was relying on what worked to elect Bill Clinton. John McCain was relying on what worked to elect George W Bush. Obama realized that to become president, he had to deliver information to people online as a primary tool, not an afterthought.

2. Embrace citizen journalists. Steve Garfield is a well-known videoblogger: he’s got tens of thousands of followers. During the primaries, Garfield attended several rallies held by various candidates but when he asked to go to the media section at a Hillary Clinton rally in Boston he was turned away (because he was “not a real journalist”) and had to cover it from the back of the crowd. However, Obama’s campaign immediately brought him into the media section where he was placed with print reporters from the major dailies and TV crews from the networks. The Obama campaign understood that citizen journalists have immense power.

3. Articulate what you want people to believe. From the beginning, Obama was about “change.” The word “change” was everywhere in his campaign, so much that the entire world knew what Obama stood for. A group of 300 people in Riyadh, Saudi Arabia were asked what was the one word they think of when Barack Obama is mentioned and all in the room said “change”.

4. People don’t care about products and services. Instead, they care about themselves and about solving their problems. Obama understood that his job was to solve the problems facing voters. He also knew that voters were buying into solutions, not just an individual. Did you notice in speeches how often Obama referred to his audience compared to how often he referred to himself? How about the other candidates in the primaries? How about John McCain? The other candidates talked about themselves a lot more than Obama did.

5. Don’t obsess over the competition. Did you notice that Obama rarely talked about his competition? Once in a while he would, but mainly he talked about the problems facing voters. McCain talked a lot about Obama. Interestingly, Clinton and McCain both tried to associate themselves with the “change” word (the competition’s word) but both failed because people already associated it with Obama.

6. Put your fans first. Obama had many ways to make an inclusive campaign and alert fans about developments first. People found out on Twitter that Joe Biden was to be Obama’s running mate: Obama told his supporters first before he announced it in mainstream media. (Of course, smart reporters were following his Twitter feed).

7. People don’t like tele-marketing. Do you like getting phone calls at tea time? McCain supporters seemed to think so as they unleashed a barrage of so-called robo-calls, which seemed to have backfired.

8. Negativity doesn’t sell. Obama’s theme of hope and the idea that life can be better with change was uplifting to many people. The other campaigns of fear didn’t work this time around.

9. When someone becomes a customer, they want to talk about it. Obama tapped over three million donors who provided $640 million to the campaign. The majority contributed small amounts online. Once someone donates money, they have a vested interest in the candidate. So lots of small donors are better than a few fat cats.

10. Work/life balance. Obama took time to be with his wife and daughters when he could have done another rally somewhere. He took several days at the end of the race to spend time with his ailing grandmother. While he was pulled away from “work”, people respected his devotion to family.

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Email marketing: get the basics right - Digital PR

There are four primary elements to an email marketing item: the offer; the list; the creative elements; and tools – the application you use to broadcast.

The offer: put yourself in the reader’s shoes. What’s in it for them? Make sure you add value and share your expertise. Be clear about what action you want them to take. The tone is vital: adding value is paramount and marketing should be subliminal.

Your list: some say marketing is your database. Ensure you have had permission to email them and work at cleaning and segmenting your list.

The creative: copy, design, layout, pre-header, preview pane, images, call-to-action. There is a basic framework which works and takes into account the limitation of the lack of common standards and the receiver’s email application.

Tools: choose your technology platform carefully and decide what features you need to achieve your communications objectives.

Email button

Objectives are critical. You need to communicate with customers and prospects but the idea of a discrete audience has been blurred by social media and networking. Those who can buy your product or service are always important but there are now many influencers linked by a nexus of online communities.

Think about the purpose of an email and always have a call-to-action: make it obvious what you want a satisfied reader to do and make it easy for them with a single click.

Decide on what metrics you will use to define ‘success’. Landing pages on a website or articles on a blog help you measure beyond the raw email statistics of opens and clickthroughs. According to MarketingSherpa, optimising landing pages has the highest impact on the overall success of your campaign.

If you are testing an offer or a new product, make it clear how your audience will express their preferences and test the survey material internally to ensure that results will help you make decisions.
Finally, a hint for your subject line: tell, don’t sell!

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Getting tangible results from digital marketing

It’s one thing appreciating and understanding that you need to exploit phenomena like social media to help your business grow: it is quite another implementing a digital marketing programme.

There are three issues here: the first is familiarity with the technology. Setting up a blog, running an email campaign, devising social media news releases, managing data feeds, optimising photography, using video and podcasts: that’s enough of a challenge. It requires a lot of knowledge across several fields.

This second issue, managing content – conceiving, producing, managing and publishing material of value to your customers and prospects, can be very time-consuming. If you have an in-house enthusiast, or a marketing department with sufficient resources, then you can make a good fist of it.

To get real marketing value, you need a digital marketing partner or agency who can give you flexible support in the areas where you are weak. Otherwise, you might well tie down a member of staff who could add much more value in a mainstream role and you might still fail to make any real impact or get a return on your effort.

A digital partner also brings knowledge and expertise. Many of the social media platforms have free membership but need focus to bring commercial results. A focussed strategy will bring results and result in a plan where agency and client can work together and complete critical tasks to an agreed timeline.

The third issue is perseverance. Take blogging for instance: a blog without regular additions will be abandoned by impatient digital followers. Twitter is an ‘always on’ channel. Websites need regular updates to remain visible to search engines and to create interest with your business prospects.

A good digital marketing partner will work with you to produce a plan to exploit the opportunities that will bring a return, plan the resources to implement it and avoid those activities that are add less value to your brand.

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Exploiting Digital PR opportunities in local government

Over the past few years, there have been a number of attempts to encourage innovation and improve the efficiency of council operations in England and Wales - Best Value, the Local e-Government Programme, the e-Innovations Programme.

Council communications heads might well have initiative-fatigue! But it is pretty certain that they are developing plans within their departments to grasp many of the emerging digital opportunities for saving money, improving two-way communications with stakeholders and making communications activity more sustainable.

My local council (no names; no pack drill) continues to send out many thousands of paper communications at horrendous environmental and ratepayer cost. While not everyone is online, a significant percentage of council taxpayers have access to email. And nearly everyone has a mobile.

So, while digital exclusion is a key issue, there is still a digitally-enfranchised majority who would be happy to engage with local government online. In fact, digital technologies often go unrecognised as an effective means to alleviate or overcome some of the barriers faced by the socially-excluded.

Even in these cash-strapped times, Juice Digital will give county and borough councils the opportunity of a one-to-one meeting to see where innovation can be made without huge investment.

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Digital is green

Digital marketing is sustainable marketing. By conserving energy and resources, email and SMS communications are just as “green” as they are “digital.”

More and more organisations are getting their publics to go paperless (paving the way for targeted marketing messages). Billing statements have already largely been transitioned online, giving people the ability to view their current status as well as pay any outstanding invoices.

No flyers please!

No flyers please!

Increasingly, such statements are being sent via email or SMS, to remind customers of payments as well as notify them of an overdue balance. Saving paper that otherwise would have gone into billing statements and flyers could result in huge monetary as well as environmental savings.

The public is concerned about conservation issues. Any environmentally-conscious council should bear these concerns in mind, especially when it comes to its own reputation. Digital marketing technology helps save energy and resources. Public bodies who engage in sustainable digital campaigns are also demonstrating their environmental awareness - an added benefit of online, email and SMS-based communication.

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The relationship between Digital PR Social Networks and Brands in the 21st century.

If you run an online business or trade in areas where you have no physical shops, factories or salespeople, then a strong online branding campaign will be an essential part of your marketing toolkit. Real customer loyalty and success online will only be achieved if your brand becomes influential and respected.

Traditional marketers will tell you that you can only enhance and create a true brand image offline: online is where they will buy the brand that they know and believe in.

In the past, brands were always very cautious about letting people comment directly about their products online. However, the power of the Internet and social media marketing has been so forceful, that if they don’t allow people to express themselves, then they can set off on a blog attack to achieve the same effect in many different areas of the Web.

If a brand isn’t administering some sentiment monitoring, how much of this will go unnoticed by the brand, but not by observant consumers who search deeply to get information for a purchasing decision.

Who was it said “Keep your friends close and your enemies even closer”? How true that is in today’s digital world.

How many people have you heard say that they do their product research online and then go and take a wander round the shops to touch and feel the items? They then check out the in-store prices, already knowing what price they need to beat from the online stores or, alternatively, they look at what they want in the shops and go home and try to find it cheaper online?

What is interestingly is where these people are going to get their research on the products. Friend’s recommendations will be high on the lists but blogs and forums are also great sources of reliable and honest facts about products.

It is here where brand marketers need to be having conversations, giving advice and submitting information to influence the buying decisions of these massive audiences that are heavily influenced by what they read….good and bad. Big brands are realising the power and influence that positive interaction with customers can have in these social media arenas.

Brand managers envy their counterpart that works with a brand that already oozes a top lifestyle statement. Bentley, Bollinger, Armani, Rolex are just a few in the category that have achieved that cult status and privileged persona. However their brand managers now have to work twice as hard to maintain that image and position in a marketplace influenced by social media whilst all the other “Young Turks” are seeking to replace them.

So how can they achieve these brand goals? Pacifying the MD or Sales Director in a meeting by saying “we do have Facebook and YouTube pages” simply doesn’t hack it anymore! It’s not just having it, its what you do with it that counts.

How many extra toilet rolls is just being a “Friend of the Andrex Puppy” on Facebook going to sell? Very little I would expect. But if they were to become far more interactive with initiatives like “guide dogs for the blind” or “dog lovers” Facebook communities — perhaps sponsoring meetings or creating competitions — things might be different. On YouTube, they might initiate viral video moments or offer prizes for puppy photo moments on Flickr. .

Brands cannot necessarily interact with all their customers directly, but they can dramatically influence buying decisions. Those brands that do not take the time to understand, learn and start using Social Media Marketing, which is recognised as the 21st century equivalent of “word of mouth” advertising or offline social networking will very quickly just be a memory in an old magazine in a doctor’s waiting room!

I read a very poignant and succinct quote recently that every brand and marketing manager should take notice of and react to today.

“Digital marketing is marketing reborn again in a digital era. It is about persuasive and, at times, pervasive engagement. In the 21st century, the database is the marketplace.”

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Digital dialogue with staff and council taxpayers

The Prime Minister’s Office ePetitions system is a standard-bearer for government-stakeholder communications. By the end of 2007, petitions attracted nearly 5.5 million signatures, from nearly 3.7 million different email addresses. During the peak times of the biggest petition (which attracted 1.8m signatures) the site was servicing up to 150 transactions per second.

Petition the PM

Petition the PM

As far as local government goes, protests, handcuffs and someone’s Gran holding a post office to ransom aren’t necessarily the things you’ve come to expect from a local authority conference. It is however, exactly what the delegates, who stayed for the final session of a recent local government IT conference, recently experienced.

‘Citizen Sally - Power to the People’ was a 30 minute comic play commissioned by Siemens to help bring to life the issues behind the new communications technology that’s currently available to councils.

Beneath the humour was a very real and powerful message. Attendees at the conference described the point of Citizen Sally as “touching on the fact that, at the end of the day, service is about human beings delivering services to other human beings”.

The play seemed to strike a chord with a number of delegates, many of whom had similar experiences to Citizen Sally. “Just like any good drama it leaves you thinking and asking questions. I’ve only just come out of the session, but I’m probably going to dwelling on those questions as I drive home”, said Simon Berlin, Head of Technology and Transformation, Lewisham.

Digital dialogue is about making the face of council services more human, through digital mediation, rather than the opposite. Which is why Juice Digital - a specialist in digital communications - may just be a better partner choice that a pure ICT supplier.

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Plugging the digital divide

Public sector communicators have been following the digital divide debate with interest. Whilst most are convinced of the need for digital communications with their stakeholders some are concerned about those excluded from 21st century means of access to information.

In a recent interview Paul Murphy, MP, minister for digital inclusion commented on the Oxford Internet Association’s analysis of ‘social disadvantage and the information society’. In my view, today’s interim review of the curriculum in England’s primary schools by Sir Jim Rose proposes exactly the right approach. Controversially, he recommends that ICT should be of equal priority to the 3Rs in early learning. He says the level of lessons in information, communication and technology (ICT) currently taught in secondary schools should now be taught to primary-age pupils.

Such technology skills should also be used in other lessons, recommends Sir Jim. This could include using the internet for research, word-processing work and making podcasts.

“Good primary teaching deepens and widens children’s understanding by firing their imagination and interest in learning. One highly promising route to meeting the demand for in-depth teaching and learning is undoubtedly emerging through ICT,” says Sir Jim.

He said advances in technology and the internet revolution were driving a pace of change that would have been unimaginable 20 years ago.

Children’s Secretary Ed Balls commented “Parents of our generation probably don’t realise, for example, how fast children are picking up computer skills today.

“We need 21st Century schools which make the most of the opportunities technology offers our computer-savvy youngsters.”

With progressive policies like these the digital divide will inevitably narrow.

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Social media and Digital PR growing in popularity

Last night, I gave a short presentation to a CIDS meeting in Stockport, Greater Manchester, UK, on social media management. As an experiment, I asked the audience of 50 smaller businesses and advisors to stand up and, as I called out various social media platforms and they confirmed that they had registered an account, they were invited to sit down.

50% of the audience sat down after I mentioned Facebook, 10% more after MySpace and finally there were five hardliners left standing who avoided any online social or business contact. However, by the end of the evening, I had quite a few enquiries about the various social media brands and how they could help a small business to market themselves.

CIDS is Manchester’s Creative Industries Development Service, a publicly-funded organisation to help the ‘original modern city’ — Manchester — further develop a thriving creative hub. The BBC is in the process of moving many of its operations to Salford Quays, dubbed ‘Media City’.

The event was held in Broadstone Mill, a giant Victorian mill, which, with two other neighbouring monoliths, is being turned into a creative services incubator and a knowledge village with funding from UMIC, the University of Manchester Incubator Company. The village consists of a number of attractive small business studios and centralised services to help development.

Other speakers covered video production, photography and producing artwork for printing from Microsoft’s Publisher.

Although Juice is concentrating on delivering email marketing and helping medium-to-large organisations manage and publish blogs integrated into their websites, I gave the audience a glimpse of Ackura PressRoom, an automated way of creating Social Media Press Releases and delivering them not only to social media but also to news aggregators, journalists and stakeholders.

Just nine months after the opening of the Broadstone Knowledge Mill incubator programme, one of its innovative tenants has already caught the attention of international superstar George Michael. I-Pix, a pioneering LED lighting technology business, had its Satellite lighting technology selected for the UK leg of George’s recent tour and the technology has also been used by other bands including Keane and The Beautiful South as well as the BBC.

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Learning from the Santa brand

A lot has been said about the need for brands communicating online to shift from a mindset of control to one that’s a little more relaxed and open and engaging from a customer perspective. Smarter companies are ceding a degree of control of their brands to the public and, in doing so, are building communities of loyal fans.

Perhaps they could learn from the Santa Claus brand?  Here is a brand that continues to stay true to its values and seemingly gets stronger with each generation. People buy the merchandise and put it on display every year: they dress up in Santa costumes and their children go along with the myth despite not necessarily believing in it. It’s a great brand to represent the values of the midwinter festival and has cultural cues in tune with the world’s three great monotheistic religions.

Santa spends not a penny on marketing (everyone else does that for him: manufacturers and retailers, all of whom are pretty respectful of the brand values).

Most people can agree on what Santa Claus looks like - jolly, with a red suit and a white beard. But he did not always look that way and it was Coca-Cola’s advertising that actually helped shape this modern-day image.

Starting in 1931, magazine ads for Coca-Cola featured St Nick as a kind, jolly man in a red suit. Because magazines were so widely viewed, and because this image of Santa appeared for more than three decades, the image of Santa most people have today is largely based on Coke’s advertising.

Before the 1931 introduction of the Coca-Cola Santa Claus, the image of Santa ranged from big to small and fat to tall. Santa even appeared as an elf. There was no consensus about his appearance and characteristics.

The Civil War cartoonist Thomas Nast drew Santa Claus for Harper’s Weekly in 1862: Santa was shown as a small elf-like figure who supported the Union. Nast continued to draw Santa for 30 years and along the way changed the colour of his coat from tan to the now traditional red. Although some people believe the Coca-Cola Santa wears red because that is the Coke colour, the red suit comes from Nast’s interpretation of St Nick.

The Coca-Cola Company began its Christmas advertising in the 1920s with shopping-related ads in magazines like the USA’s Saturday Evening Post. The first Santa ads used a strict-looking Claus, in the vein of Thomas Nast.

The first Coca-Cola Santa Claus image created by artist Haddon Sunblom appeared in 1931 in The Saturday Evening Post. This has formed our impression of Santa as a plump, jolly, grey-bearded man.

From 1931 to 1964, Coca-Cola advertising showed Santa delivering (and playing!) with toys, pausing to read a letter and enjoying a Coke. He was portrayed playing with children who stayed up to greet him and raiding the refrigerators at a number of homes.

The original oil paintings Sundblom created were adapted for Coca-Cola advertising in magazines, store displays, billboards, posters, calendars and even dolls.

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Juice Digital PR - Using the right tools for the job!

More and more companies are starting to understand and manipulate the power and massive influence Facebook users and their social groups can have on their companies’ online image, publicity and brand.

Whilst trying to keep ahead of their competitors in the digital revolution, they set up their accounts and everything seems great. Unfortunately these same companies have already started to experience some slowing down and negative reactions on Facebook, mainly to what they felt were informative news stories, press releases and general product or service information. They also reported their group had stopped growing and there was no interaction between the brand and group members or even between the members themselves.

The answer to this problem is fairly straightforward when you realise and understand that there are two groups of tools, social media tools and social networking tools, and they are meant to be used differently. So, it’s very important that you use the correct tools for the job:

  • Social media tools like blogs, podcasts, forums, online video, etc are used for creating and distributing content.
  • Social networking tools like Facebook, LinkedIn, ecademy and MySpace, are used for connecting and conversation.
  • It’s not unusual for people to get confused about what is what: the company was simply using Facebook, a social networking tool, to create content rather than to stimulate conversations and interactions with like-minded people. The company information was generally straight news or facts and wasn’t suited to generating conversations and connections. You can now understand that Facebook was the wrong tool for the job.

    One thing to confuse matters even more in Digital Marketing is that content and conversations are often intertwined editorially. Normally you would lead with content if you choose a social media strategy, but don’t abandon conversation: you simply don’t lead with conversation. Good conversation and connections linked with good content are a very powerful thing. That’s why it’s important to comment in blogs. It’s the conversation aspect of that particular social media tool.

    The bottom line is this, if you choose a social media tool for your Digital Marketing strategy, lead with content and then follow up and continue to connect with people in conversations there. If you choose a social networking tool, lead with conversations and connections and then create great content, to keep the good conversations going.

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    Juice Digital PR Make sense of marketing communications this year

    One reason you read this blog is for guidance in how social media will impact business. At least, we are hoping that is why you subscribe!

    Social media expert Chris Brogan wrote about cafe conversations last year. He feels that the most impact comes from organisations who are seeking to take a more one-to-one approach to their communications versus people who treat social media as just another into a mass communications channel.

    No-one is sure how conventional marketing planning is going to adapt to a medium where communication has to be adapted to thousands of dialogues all over the Internet. Social media just doesn’t plug straight into the marketing mix, though some large companies just see it as another element.

    In November 2008, a large PLC spoke frankly to Chris Brogan about their marketing spend: there isn’t a pound allocated to social media. Instead, they treat social media as just another item in the marketing mix: they just don’t see it as anything really different.

    If that’s your perspective, treat it as Marketing 2.0 but advertise, rather than participate, on those channels. You can target ads specifically to the types of people who might be more inclined to act on your messages.

    There are some important issues about how social media delivers and who, in a marketing department, participates. I think some companies will want big conversations, mass messaging, when what are on offer are cafe conversations, the intimate, the personal, the chance to talk in numbers of hundreds and to make the appropriate kind of interactive impact. It is more PR 2.0 than Marketing 2.0.

    Today, we wonder how newspapers survive, we marvel how the music industry will cope with digital downloads and music rights and we try and calculate how vehicle manufacturing will prosper in a downturn.

    We already are equipped with the most robust and least expensive toolset for communications that the world has ever seen. We possess massive distribution networks with tiny transmission costs. We are our own authors, publishers, printers and distributors.

    Why do we seem wary of this new medium? Because resources don’t follow distribution in the obvious way as it did with the other media (radio, TV, films, outdoor). But maybe that’s not where we need to make an immediate margin?

    Communication is now modular. We are meeting smaller, multiple challenges rather than tackling one major, simplified issue. We are communicating in a smaller way and having simpler conversations. We are the dial tone, the cinema and the radio channel put together.

    Yes, bigger issues will still require managing. There will be those stories that need the larger stage. That won’t change. But you can do business without social media. You can implement the same marketing strategies and throw budget at those strategies in the hope that it will net some multiple of more traffic/customers/sales.

    Most will be trying social media (and other Marketing 2.0 techniques). Just ask yourself, and your department, a few questions that Mitch Joel posited to see if you are ‘ready’ for social media:

    • Are we willing to not just listen, but to respond and adapt based on the back and forth?
    • Are we willing to become active participants — not just in our channels but in the other channels and spaces as well?
    • Are we willing to change the focus from being on our company to being about everybody — us, them and the entire community?
    • Are we willing to be participants with just as much fervour and passion when it’s not good for us, but good for the community or the industry as a whole?
    • Are we willing to be really, really open and transparent?

    Change is coming, and it’s not easy to understand. The economic downturn is rippling all over the world’s markets. And, yet, the needs, the goals, the returns that companies have to derive to stay alive in their marketplaces are higher than ever, too.

    In 2009, communications meets a fork in the road. Same budget, two different tracks: larger scale, and tailor-made. You do larger scale to stay alive and afloat where it makes sense.

    You do tailored, or smaller touch things like social media, where a more subtle hand is necessary to influence opinion-leaders in your marketplaces. The balance is not an easy one to strike but there are a couple of characteristics of Marketing 2.0 to help you get it right.

    These techniques are measurable and there are some light-footed digital agencies who are dedicated to getting you big results for your buck. Talk to them and find out how to manage a myriad of conversations with the same technology that allows you to hold this dialogue in the first place.

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    Digital PR and Marketing communications in 2009

    We already are equipped with the most robust and least expensive toolset for communications that the world has ever seen. We possess massive distribution networks with tiny transmission costs. We are our own authors, publishers, printers and distributors.

    Why do we seem wary of this new medium? Because resources don’t follow distribution in the obvious way as it did with the other media (radio, TV, films, outdoor). But maybe that’s not where we need to make an immediate margin?

    Communication is now modular. We are meeting smaller, multiple challenges rather than tackling one major, simplified issue. We are communicating in a smaller way and having simpler conversations. We are the dial tone, the cinema and the radio channel put together.

    Yes, bigger issues will still require managing. There will be those stories that need the larger stage. That won’t change. But you can do business without social media. You can implement the same marketing strategies and throw budget at those strategies in the hope that it will net some multiple of more traffic/customers/sales.

    Most will be trying social media (and other Marketing 2.0 techniques). Just ask yourself, and your department, a few questions that Mitch Joel posited to see if you are ‘ready’ for social media:

    • Are we willing to not just listen, but to respond and adapt based on the back and forth?
    • Are we willing to become active participants — not just in our channels but in the other channels and spaces as well?
    • Are we willing to change the focus from being on our company to being about everybody — us, them and the entire community?
    • Are we willing to be participants with just as much fervour and passion when it’s not good for us, but good for the community or the industry as a whole?
    • Are we willing to be really, really open and transparent?

    Change is coming, and it’s not easy to understand. The economic downturn is rippling all over the world’s markets. And, yet, the needs, the goals, the returns that companies have to derive to stay alive in their marketplaces are higher than ever, too.

    In 2009, communications meets a fork in the road. Same budget, two different tracks: larger scale, and tailor-made. You do larger scale to stay alive and afloat where it makes sense.

    You do tailored, or smaller touch things like social media, where a more subtle hand is necessary to influence opinion-leaders in your marketplaces. The balance is not an easy one to strike but there are a couple of characteristics of Marketing 2.0 to help you get it right.

    These techniques are measurable and there are some light-footed digital agencies who are dedicated to getting you big results for your buck. Talk to them and find out how to manage myriads of conversations with the same technology that allows you to hold this dialogue in the first place.

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    Communications arrogance meets the democratic power of Web 2.0

    One thing that Web 2.0 is revealing is that some companies adopt an arrogance towards their customers and marketplace that borders on insanity. In more credit-easy, less wired-up times, companies could launch a product, divulge corporate moves or release information totally on their terms, based on past runaway success.

    However, with tighter wallets and free access to online discussion, power is changing hands. For instance, Apple’s recent handling of the issue of Steve Jobs’s health in the run up to MacWorld is indicative of a wider malaise amongst communications professionals. Jobs has been losing weight and an Apple spokeperson, after a week of silence, had denied he is in poor health. Yet, after years at the helm, he didn’t front up Apple’s new product presentation this week.

    If a ‘no comment’ approach is adopted, rumours and blogs could spread a much more negative message at lightning speed.

    There are also wider issues. In terms of a semantic Web, communications have to be crafted not only for human consumption but also for search engine bots. A rapid response on a company blog not only demonstrates honesty and an awareness how people are communicating but also creates bot-friendly juice.

    We have found extaordinary interest in the way corporate communications are now subject to the pressures of millions of private journalists/bloggers, Twitter, search engines, keywords, links and semantic markup.

    We are in the middle of change and it’s exciting to us and those who choose to come out of their comfort zones and embrace Digital PR.

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    Digital PR and Marketing tactics to think about

    As we now deep into  uncertain times, marketers need all the help they can get.

    Tactics should, of course, slot into an overall strategy: nevertheless, with online tools changing so quickly, you might appreciate a checklist of cost-effective, online techniques which, if you haven’t tried, might be part of your armoury.

    1.    Search engine keywords. Revise your master list of keywords and long-tail items and integrate some value-related adjectives into phrases. All buyers are looking for value-for-money and will be using these phrases in searches.

    2.    Website: the customer ‘journey’. Focus on your prospect and customer journey through your website and, wherever possible, make the path to buying as smooth and easy as possible. Check your website analytics for buyers who give up along the way and redesign the journey, making the drop-off stages simpler.

    3.   Social media. Spend time on an assessment of social media which will return a tangible benefit for your company and marketplace. Remember that involvement and links produce a matrix of references for search engines and the digital benefits may even outweigh the value of the human relationships you make. If you are a consumer marketeer, get your team together and use their brainpower and social media experience to brainstorm some widgets to engage an online audience with.

    4.    Email marketing. Re-examine all your assumptions about your programme. Take a closer look at your statistics and see if you draw some conclusions about what is going well and not so well. Ensure that you have a checklist of the main components that should be in place so that you can check them off (click here to download one from Juice Digital). Run an online survey among an audience sample to see if you can improve your content (most email service providers offer a survey option).

    5.    Website: develop rapidly-changing content. Our experience tells us that, despite being in possession of sophisticated content management tools, organisations have difficulty in finding the time or inspiration to develop relevant changing content which will boost search engine ratings. We have a number of solutions and a team to help you with this.

    6.    Twitter. Like many social media platforms, Twitter can get spectacular results if you catch the zeitgeist and use etiquette that adds value to your Followers’ experience. We have a solid checklist to help you: just ask.

    7.    Interactive voice messaging (IVM). Bluetooth, text (SMS) and IVM all use the most common technology platform of all, the mobile phone. There is a place, and successful tactics, for each of these tools. For B2B marketers, your audience will have a far proportion of touchscreen phones like the Blackberry Storm and Apple’s iPhone. How are you engaging your prospects and customers?

    8.    Social media press releases (SMPR). This is the tip of the PR 2.0 iceberg. Ensure that you grasp where PR is going and what it means online. Have you grasped the significance of semantic mark-up and how you can build an automated SMPR platform?

    9.    Blogs. That old chestnut! Blogs are very useful, fast-changing barometers of your thinking and marketing messages. They can be built as an adjunct to your website but have a more personal, informal flavour and allow customer interaction. And, of course, the links back to your website can produce Google-juice.

    10.    Buzz monitoring. Use freely-available tools to keep track of your company reputation or even spy on your competition. Larger organisations use agencies like Juice Digital to do this professionally but we have compiled a list of over 25 buzz monitoring tools to track news, blogs, patents, video, job listings, conference calls, events, keywords, websites, bespoke RSS tracking. See the list here [link].

    11.    Podcasts. Consider communicating through short audio or videocasts and embed them in your website or blog.

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    A basic guide to Social Media Marketing and Digital PR

    All the talk in today’s marketing world is how an excellent Social Media Marketing (SMM) and Digital PR (DPR) strategic campaign will improve your online presence, brand and reputation with customers and trade alike, not to mention the benefits it will add to enhance your SEO and gain higher positions in the free natural search rankings.

    Add to this the fact that SMM and DPR are measurable and it is difficult to understand why it appears only the proactive Marketing Managers are developing these strategies within their company.

    For most Marketing Managers, they’ve heard of it but believe it is something their Web and digital department or their PR Agency should be covering for them…check again! SMM and DPR sit neatly between the two and, often, neither will take ownership of it. Most Web development companies don’t want to get involved in this sector and traditional PR agencies generally don’t have the necessary online skills in-house…sending a few stories to journalists by email does not constitute DPR or a SMM campaign.

    For marketing folk SMM and DPR tools including blogs, forums, podcasts, photos and videos, widgets, social networking and business community sites to name a few. For most of these people, just thinking about setting up all those accounts and linking them is enough to turn them off.

    These are simply just some of the many webtools we would use but what is vitally important is that you understand why you’re using them. The answer to that is simply “to engage with your consumers and clients in online sites that they are using and feel comfortable in.”

    SMM and DPR is all about long-term, transparent and trusting relationships with online communities and future customers. It’s all about sharing your knowledge and, importantly for you, getting feedback, learning and understanding from people who use and want to buy your products and services, so that you can make future commercial decisions within your business.

    This sharing of free information and useful content within these SMM and DPR campaigns also generates valuable links into your website, increasing your free natural search visibility and therefore enhancing substantially your online profile and branding.

    So if engaging with your customers in a 21st century “word of mouse” world is essential to the future success of your business, you need to put some thought into a structured approach to Social Media Marketing and Digital PR.

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    Juice Digital PR features in North West Business Insider

    Juice Digital sponsored the Marketing & Media Section in January’s edition of North West Business Insider. It featured a report on digital marketing.

    Our press advertisement (“This ad just doesn’t work any more”) draws attention to the need for a creative partner who understands how to exploit the potential of digital marketing solutions.

    We were mentioned in the editorial about the technology behind digital marketing, particularly our own Ackura PressRoom, a software platform which sets up a social media press release homepage.

    PressRoom is a separate presence to a website or blog but links to a growing number of social media sites and distributes releases and articles written with the aid of a semantic editor which prompts for language designed to attract search engine bots.

    It is a key part of any digital PR or social media strategy and Juice Digital has been invited to a number of traditional PR agencies and in-house corporate communications departments to give demonstrations.

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    Digital PR…not all PR Agencies offer it!

    Conventional public relations tactics have come a long way in the past 100 years - the press release, white paper and press kits - were conceived in the early 1900’s, the first recorded press release, printed verbatim in the New York Times was on Oct. 30, 1906 covering a serious US rail crash and in some journalistic circles a paper release is still the preferred method of communication, but times they are a changing!

    In the digital era, so much more of your public relations program will be addressing non-journalistic audiences, such as sales prospects, customers, industry analysts, competitors and prospective employees.

    What needs to be remembered is that these audiences are not accustomed to receiving information written in the conventional PR format, and will quickly regard it as a cumbersome and annoying advert disguised as a story. In today’s nano second world, your information has to be structured and formatted as a quick read if you want to get the message across - otherwise it just gets back clicked.

    A quick review of what gets posted to “latest news” sections on most company web sites and the news wire services (which are now accessed by Internet search engines and desktop news-retrieval software) will show you that the conventional press release format is still being widely followed, meaning that the information requirements of a modern day digital audience are not being met by most press releases issued by non digital PR agencies.

    Companies “Latest News” sections on websites, rarely have any specialist meta tagging or keywords tools linked to them and if the information is only being published to just one place online, then it’s the equivalent of having an unopened letter on your desk…..it’s there, but nobody can read it!

    Don’t get me wrong, Digital PR would often struggle without traditional PR agencies to write the releases for them, but it’s the new distribution and technological skills of the digital agencies that impress the clients and will give both types of PR agencies and their clients the new lease of life they seek online as well as in the press, radio and TV.

    The clock on the traditional PR agency model is ticking and their owners are eager to form alliances and partnerships with Digital PR companies to protect their own futures. 2009 is going to be an interesting time for the whole of the PR world as clients will want more for their money and additional Digital PR services could offer that sanctuary in a stormy business climate.

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    Juice Digital PR review TripAdvisor and is Twitter the new Teletext?

    Possibly one of the leading examples of Social Media Marketing (SMM) in the UK at the moment is TRIPADVISOR. Firstly, it’s important to remember that these 1000’s of reports from the general public have been uploaded along with their own photos, for no benefit to themselves, they are just happy to tell people their personal experience be it good, bad or funny. This enables other people to use it as a research and recommendation bible for discovering the best places to visit and stay. Secondly, purchase decisions are then being made from the submitted comments, I’m sure some of the hotels and destinations are thankful that not everyone is aware of this particular site!

    Excusing the pun…where are we going with this…well lets look at the business purpose of these SMM forums, reports, twitters and blogs which engage these customers and influencers before, during and after their trips.

    It is believed now that over 90% of all travel purchase decisions are made with SMM influence, after either searching online for destination reviews or from a family or friend referral site, which often comes from reading their experiences through their Facebook or MySpace pages or looking at Flickr photos and YouTube video clips. So if you accept this is true, then if you don’t strategically engage with these people in the zones they are using today, then they won’t be booking with you, it will be with someone else who is!

    The role of the traditional travel agent who can influence customers with their personal experiences face to face still has impact and as we all know, word-of-mouth advertising delivers bookings. But in the online 21st century, its “word of mouse” that has far wider and more impact on the travel purchase decision. So if you’re still resisting change, it’s too late, you are already probably being talked about online, the question now is, what are they saying, how are you monitoring it and most importantly how are you going to respond to it?

    With the latest software, it doesn’t take much change to start making a difference to your profile and bookings with SMM. How much more impact and business would you generate by getting your staff to write stories about their own travel experiences and recommendations, then submit these agency referrals to all the SMM blog and forum sites with general photo and video connections that link back to your website and feed directly onto pages offering your own ongoing deals to these destinations and hotels, this makes a purchase decision so much easier for the client.

    It must be pointed out that there is no simple ROI on SMM, however done well and more importantly correctly, it is proven to massively enhance your SEO and creates links to your website from the search engine natural listings, ultimately this saves you fortunes on Pay per Click (PPC) campaigns. Customer engagement is a good and fair measurement for SMM, how often do people comment on, link, trust and visit your site, these all ultimately lead to sales, but not directly, so don’t try and measure short term sales you will be disappointed.

    One of the most interesting areas developing for travel is Twitter. Could this be the new Teletext, which revolutionised the travel industry in the 90’s? Twitter with its immediacy, impact and essentially a good following can create impulse buys from late offers online delivered directly to people’s phones and computers in real time. Then using clever tiny-URL’s leading the follower back to find out more information, interestingly the airlines are already offering deals to their followers on Twitter, how soon will it be before the rest of the industry catch on?

    Read More »

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    Is Digital PR offering the best value for money during these tough times?

    The great ‘Bill Gates’ is quoted as saying

    “If I was down to my last dollar, I’d spend it on public relations.”

    For a man who hasn’t done badly in this world, this ‘word-of-mouse’ advertising for PR is an authoritative endorsement to the power of PR and a business tip that MD’s and Marketing teams should take note of and react to, especially now.

    We all appreciate that when the country is stretched and companies are tightening every belt possible, “Traditional PR” is usually one of the first few items on the budget that’s frozen or cut completely. It’s an easy target; because it’s difficult to track the full impact of “Traditional PR” in strict accounting terms, so if accountants consider it impossible to quantify, they feel totally justified in removing “Traditional PR” expenditures. To the accountants, it’s simple, if something fails to leave a trail on the spreadsheet, it is expendable!

    So, when they cut the Traditional PR budget, it’s like tossing the toys, the pram and the baby out the window!

    How many times have meetings then taken place after such PR cuts, to discuss the “inexplicable” drop in sales and sales leads…the answer is generally found to be that the company has become practically invisible to consumers and business-to-business customers alike? However, today’s digital marketers have now gained the ability to enhance, empower, interrupt, converse and otherwise live within ever deeper segments of consumer’s lives, well beyond the “fast forwarded” TV advert, the radio jingle or footballer’s branded shirt sponsorship.

    But, that doesn’t overcome the fact that belts still need tightening and forward thinking, proactive companies are looking at more competitive Digital PR costs as a new route to market. “Social Media Marketing” is massive and is just one element in the Digital PR armoury; however it is emerging as one of the most important, if not the most important source of information for the consumer.”

    “In the 21st century, the database is the marketplace.”

    The fact that the traditional print and broadcast organisations have been pioneers in recognising the need for an “online mirror media” to totally fulfil their requirement to deliver their own information via the web, is a winning reason that Marketing Managers should now go all out to win or retain a budget for a Digital PR campaign. Digital PR delivers the double-whammy of information delivery AND search engine ‘juice’, gaining you higher positions in the free natural search rankings.

    In today’s on-line digital world, Digital PR has emerged as “the cavalry on the horizon”, rushing to save the day for companies in the UK.

    All the talk in today’s marketing world is how a professional Digital PR (DPR) campaign incorporating an optimum mix of Social Media Marketing, buzz monitoring and blogging will improve your online presence, enhance your brand reputation with customers and trade alike, not to mention the benefits it will bring to your website SEO, plus higher listings in natural search rankings.

    Add to this the fact that Digital PR is measurable, through site visits, comments, and buzz monitoring and it is difficult to understand why only positive Marketing Managers have appointed Digital PR agencies to help implement these strategies within their company.

    So, if engaging with your prospects and customers and tapping into their online activity is essential to the future success of your business, you need to put some thought into and implement a structured approach to Digital PR.

    Digital PR is 21st Century “Word of Mouse” communications

    At the end of the day, companies can’t survive the tough times without a steady stream of customers knocking on their door, and Digital PR can deliver them without breaking the bank.

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    Three factors in defining a new communications model and Digital PR

    The inauguration of a US President, who so successfully used social media to galvanise his campaign, is one factor among several making us rethink the model of brand/consumer communication.

    The Obama phenomenon has provided a lesson in mass engagement. His presidential campaign raised funds from millions of supporters and helped to co-ordinate an extraordinary exercise in grassroots democracy. As well as raising hope for many previously marginal groups in America, Barak Obama has demonstrated that social media are a key part of modern corporate communications.

    Another factor is the gradual demise of old communications models — the broadcast, top-down model which relied on interruptive methods and even the Peppers & Rogers, data-driven, one-to-one models of direct marketing.

    Despite the recession, the majority of consumers are now digitally-enfranchised and connected to at least one digital device. The knowledge gap between experts and the public has shrunk and we are as likely to trust our online ‘friends’ as those in authority: in many cases, more so.

    Trendwatching.com identifies a third factor, their concept of a Generation G which encapsulates the growing importance of generosity, or a willingness to ‘play it forward’, as a leading social and business mindset.

    While consumers, and many businesses and entrepreneurs, are increasingly disgusted with corporate greed and its current dire consequences for the economy, the need for a change of approach coincides with the emergence of an online culture of individuals who share, give, engage, create and collaborate in large numbers.

    In fact, for many, sharing a passion and receiving recognition have replaced consumption as a new motivator. Businesses may find it profitable to learn from this behavioural shift, however much it may oppose their decades-old devotion to me, myself, I.

    The most important driver behind Generation G is the perennial need of individuals to be appreciated, to feel part of the greater good, to contribute, to help; in other words to find status and gratification in something other than consuming the most or the best.

    This is not a passing phenomenon: younger generations practically live online while, over the last dozen or so years, virtually every prediction of how the Web would infiltrate the ‘offline’ world has proven too cautious.

    Digital technology has turbocharged the social graph, allowing communication to spread virally though a variety of multimedia online. A single voice can quickly become the voice of millions.

    In the marketing services arena, Forrester Research believes today’s ad agencies are not well-structured to take on tomorrow’s marketing challenges, needing to move from broadcasting messages to establishing community connections.

    Agencies tend to see everything as a campaign and the social media arena does not respond to campaigns: it is not a communications channel in the conventional way. To define it thus is to do it a disservice. Marketing communications in this era is no longer about crafting messages, but participating in communities.

    It is often said that once you start thinking about using social tools as campaign support, you’re thinking in terms of one-night stands with your customers, not building long-term relationships. Social media is not a campaign, not a channel, not a one-night stand. It’s about building relationships, participating in conversations, being part of different online ‘tribes’.

    Transparency and authenticity are its cornerstones. It’s recognising that the customer has a face and a name and should be treated as a partner in co-creation. It’s business gone personal and companies that get that will wonder how they ever got along without it.

    International ad agency DDB, ironically, considers that there are four elements to creating influence in a changing communications environment.

    First, conviction. Communities form around shared interests and convictions. A brand without conviction and passion will be blogged to pieces.

    Second, creativity. Brands do not need to be clever in the old understated, humorous way so much as to be remarkable. Remarkable means doing things worth noticing, worth remarking on and worth ‘re-marking’ — adding a unique online footprint and passing it on.

    Third, advocacy. Influencers need to be considered, those who do the ‘re-marking’ rather than who does the consuming.

    Fourth, collaboration. Smart brands will discover how to tap into the collective wisdom of communities. Participation and collaboration will provide a feeling of shared ownership and allow people to be media.

    A recent study about brand promotional effectiveness, drawn from the UK’s IPA Effectiveness Awards, found that the best return-on-investment occurred where ‘talk value’ was created. Brands are already being discussed online and brands need to engage with social media on those platforms’ terms, not on their own.

    This new influence model requires a new look at research and evaluation. Brand promotion needs influence and talk-value rather than persuasion. Communities, not audiences or individuals, should be the new focus.

    Spokespeople for PR 2.0 have been saying this for some time and the emerging discipline of Digital PR has the potential to create talk-value without alienating the etiquette of influencers and communities that matter.

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    Lack of understanding is ‘obstructing the growth of Digital PR’

    The latest statistics to be released by ‘MarketingSherpa’ have indicated that the biggest barrier hindering the adoption of Digital PR and Social Media Marketing in all types of companies is lack of knowledge.

    Nearly half of the marketing people responding to the Web survey admitted that their lack of staff with the technical skills to allow them to participate in this sector was the main reason why their own companies’ and clients’ implementation of a social media strategy was not being implemented: 43% used the cop-out of believing an inability to measure ROI was an excuse not to do it!

    One-third of the responders said that their current financial situation was stopping social media initiatives and training, with a similar proportion quoting resistance from management not believing it was worthwhile

    There is some good news, though: once a business implements a Social Media or Digital PR strategy they were amazed at the speed of success and the impact it has on their natural listings. However there is a steep learning curve and, until those lessons are learned, initial set up and linking problems that need to be overcome can often lead to marketing staff becoming frustrated and abandoning the campaign.

    As there were 580 million users of social networks across the world in June 2008, it’s not an area that marketing people can afford to ignore for their businesses: they need to engage with these people sooner rather than later, otherwise their competitors will do so.

    Top social networking sites like Facebook and LinkedIn may be well-established, but that doesn’t mean they’ve stopped growing. Nearly half of the biggest social networking sites are also among the fastest growing, according to a data released by Nielsen Online.

    It maybe means that marketing staff just need to learn these inputting skills and need the assistance of expert Digital Public Relations companies to prepare the groundwork and monitor their performance.

    Rank
    (by Sept. YOY UA growth)

    10 Fastest Growing
    Social Networking Sites: Sept. 2008

    Sept. 2007:
    Unique Audience (in 000s)

    Sept. 2008:
    Unique Audience
    (in 000s)

    % Growth: Year Over Year

    1

    Twitter.com

    533*

    2,359

    343%

    2

    Tagged.com

    898

    3,857

    330%

    3

    Ning

    842*

    2,955

    251%

    4

    LinkedIn

    4,075

    11,924

    193%

    5

    Last.fm

    850

    1,879

    121%

    6

    Facebook

    18,090

    39,003

    116%

    7

    MyYearbook

    1,422

    3,056

    115%

    8

    Bebo

    1,299

    2,418

    86%

    9

    Multiply

    592

    941

    59%

    10

    Reunion.com

    4,845

    7,601

    57%

    Source: The Nielsen Company, Custom Analysis (September 2008).
    *Note: These websites do not meet minimum sample size standards. Projected and average measures for these sites may exhibit large changes month-to-month, as a result.

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    “Word-of-Mouse” Digital PR online: mass approach or selective?

    In this bewildering network of social media sites, do we go for mass reach or be more selective and try and reach a smaller number of opinion-leaders and relevant connections?

    Some digerati support the mass reach argument. They argue that there is little semblance of information dissemination hierarchy so you need to just ‘go for it’ and extend your reach through as many information nodes as possible.

    The Influentials by Ed Keller and John Berry (cover)

    Other digerati like Ed Keller, who wrote the book on influentials, suggests that online word-of-mouth (WOM) is still a fraction of offline WOM in most categories and that nothing is more credible and effective at driving behaviour than the recommendation of a known, credible source. Pursuing volume for marketers might be frittering away valuable time resources?

    There are some parallels in other media. Television, and then direct mail, at first boomed on the strength of message delivery efficiency and then declined as marginal returns dropped and response rates declined.

    Maybe, if you are marketing a mass consumer item like a soft drink, the mass reach model works but, for B2B social media users, there is some merit in searching for nodes of influence and being more particular about your connections. This certainly applies to Twitter IMHO.

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    Juice Digital PR get you set up and Twittering within the hour!

    Twitter has grown by 974% in the last 12 months and shows now signs of slowing down. It’s hitting the UK’s press almost everyday and now everyone seems to want to get on Twitter.

    Since the turn of the year Twitter users in the UK have trebled. Last week Twitter became one of the 100 most visited websites in the UK for the first time. It ranked 91st placing, above online heavyweights such as Expedia UK (96), Gumtree (100), easyJet (101), Digital Spy (103) and Money Supermarket (105).

    However, the service is likely to be even more popular than the numbers imply, as figures are only measuring traffic to the main Twitter website. If the people accessing their Twitter accounts via mobile phones and third party applications (such as Twitterrific, Twitterfeed and Tweetdeck) were included, the numbers would be even higher.

    Juice Digital, the leading digital marketing experts, thought that it would be a useful exercise to twitter you through “How to set yourself up with a Twitter account.”

    It doesn’t take long to get set-up with Twitter, but it helps if you know the basics. There are just a few easy steps to getting yourself Twittering within the hour….

    How to set up your account
    Go to Twitter.com and click on the Get Started-Join! button. Enter a username, password, and email address. Click on the I accept. Create my account button.

    Twitter will then ask if you would like to see if some of your friends are on Twitter already by checking your online address book. However, your contacts will have to be in one of the recognised and supported services: GMail, Hotmail, Yahoo, AOL, or MSN.

    This wasn’t that helpful to me initially, since most of my contacts in Outlook. However, I do have a GMail account, so I just exported my contacts from outlook and then imported them into GMail. It worked flawlessly. However, if you get stuck or are unsure of how to do this, forget this step. You can have loads of fun adding and finding your friends later.

    Check your settings. Make sure you are on your Twitter home page: http://Twitter.com/home. Click on the Settings link. Now enter your full name in the “Name” field. Make sure the “Time Zone” field is set correctly. Enter your location. Do not tick “Protect my updates” unless you only want those people who you approve to be able to receive your twitter updates, if you tick this, it will seriously limit the enjoyment and excitement of twitter.

    Now upload your picture. Verify that you have a digital photo of yourself on your computer. A 150 x 150 pixel headshot that I use for all social networking sites. (You can use iPhoto, Skitch, ImageWell, or any other photo editor to crop and size your image to the proper proportions.)

    If you are still on Twitter’s home page, click on the Settings link. Now click on the Picture tab, select your file, and then click the Save button. You have now set up your account and are well on the way to sending and receiving your first twitter

    Set up your phone. Twitter is much more fun if you connect it to your mobile phone. By doing so, you can receive updates from those you are following (or just some of them) as well as send your own updates. It’s all done through text messaging (eg SMS).

    However, be forewarned: while Twitter doesn’t charge anything for this service, your mobile phone service provider might. It’s a good idea to check with them and make sure you are on an “unlimited text messaging plan.” You don’t want to be surprised with a giant phone bill.

    Again, under the Settings link, click on the Devices tab. Enter your mobile phone number and click on the Save button. Now take your mobile phone and text message the code Twitter gives you. Then you need to wait a while, eventually, Twitter will confirm to you that your device is registered.

    Now, while still on your mobile phone, set up a contact named “Twitter.” For the mobile phone number you were given, now every time you want to send a Twitter update, you just need to send it to this contact name.

    Almost there now!
    Time to follow some family or friends. If you haven’t already done so, start searching for your family and friends by clicking in the “Search” field at the top of your home page. You can either type in a name or a location. When you do, you will get a list of all the people on Twitter who match your search request.

    You can begin “following” them by simply clicking on the Follow button. If you want to also follow them on your cell phone, then you can turn the “Device Updates” to “on.” This allows you to choose who you want to follow on your mobile, but regardless of this, you will be able to see everyone you follow on your Twitter home page.

    It’s useful to learn the basic commands. Think of Twitter as you giving a questions and answers session to a room full of people, it is all about the conversations that will evolve. So, when you update your Twitter status, remember you are speaking to the whole room, everyone can hear what you have to say.

    If you want to “Reply” to a Twitter, you are actually directing your comments to one specific person in the Twitter room, but loud enough, that everyone else can hear, when you use the “Reply” function, you automatically address the person by using their Twitter user name preceded by the “@” symbol.

    For example: @Iancook I suggest that you call in to The Red Bull Stockport tonight at 8pm to discuss this.
    Everyone who is following me will see the message, but I am specifically directing it to Iancook.
    You can also use the Reply function to refer to someone by name.

    For example:I’m headed to the Red Bull Stockport now with @johnsmith and @davejones I am looking forward to seeing their new creative ideas.

    The thing about @replies is that they are “clickable links.” If someone who is following me, clicks on one of the names, they will automatically go to that person’s Twitter page. This will give them the opportunity to follow that person, too if they know them or feel that what they have to say would be interesting.

    Direct messages
    Continuing with the idea of a conversation with a room full of people, you can also use the “direct message” function. This is like whispering in one person’s ear. They can hear you, but no one else can. You are directing the message to them and only them.

    For example: d iancook Can you bring my laptop with you to the presentation please?
    Or: d davejones tied up with this presentation for tomorrow, count me out for a drink after work

    To stop all Twitter updates to your mobile phone, send:
    off

    To turn them back on send:
    on

    You can find loads more questions, answers and functions to help you get more out of twitter on the FAQ page on the Twitter site.

    Start Twittering. So now the fun begins, you are all setup. It’s time to start Twittering. You can do this from your Twitter home page or from your mobile phone.

    The only thing you need to remember is that the message you want to send can be no longer than 140 characters. If you use the Web page, the entry field will automatically count your characters. As you use Twitter more and more, you’ll unconsciously know how long this is. But if you do go over 140 characters, it’s no big deal. Your message will just be automatically shortened.

    How often should you Twitter?
    That’s the 30-character question! Some people say “Don’t Twitter more than six times a day.” As bosses will start asking how you get the time!!! Others think 10–12 including leisure time periods and replies should be the upper limit. Obviously, there’s a personal balance here. You will see when you start to follow friends and business influencers that some people Twitter all day, everyday!!

    The real point is whether or not you are adding something of value to the conversation everyone can hear!. No one wants to hear the hour by hour account of your life. However, some interesting or useful knowledge you pick up that is cause for comment is good. However, there are no hard or fast rules governing this, but if you only twitter drivel people will stop following you.

    Ideally you should consider every Twitter update as a branding impression. You are developing a reputation with your online friends and followers, so always make sure you are adding something to the conversation.
    Remember - Be careful. You always need to be cautious when Twittering. It’s probably not a good idea to say something like, “I’m going away to the sun with the lads for a week of fun, at the airport now and forgot to lock my house up.” Bad idea, for obvious reasons.

    You need to think about the fact that strange people and criminals have Twitter accounts, too. You really need to be cautious about sharing too much private information that could compromise your safety or that of your family or possessions. Some women have also had experiences with stalkers, so it may be safer sometimes to Twitter after you have been somewhere, not before. Otherwise, you might find people showing up to watch you, its happened, be careful!

    Start to add some Twitter software. There are now loads of applications to enhance the twitter experience, just google them or look on the twitter site, here are a couple that you might want to look at first:

    Facebook has a number of applications that automatically add all your Twitter updates to your Facebook wall. Once you set this up, you won’t ever have to make another Facebook update.

    Twitteriffic. This is a piece of desktop software for monitoring and updating your Twitter account
    Twhirl. This is similar to Twitteriffic.
    Hahlo. This is an iPhone specific Twitter application.

    Twitter is one of those networking tools that are best learned simply by using it. The most important thing you can do, is make the decision to get started. You really can’t make that many mistakes. Just remember to learn, have fun, be careful and enjoy the many new people you will meet online, start by following me @iancook and @juice_digital.

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    I’m big; you’re small, take a hike.

    This is a sad story of appalling customer service and the worst of corporate bullying. Sadly many organisations are guilty of these, but BT are the masters of uncaring practice. What’s particularly worrying is that because of their monopolist position in our country’s telecoms provision their ineptitude is seriously damaging our economy’s ability to compete in a global market.

    But here’s my story. We’re a new, small digital marketing company and in October 08, full of optimism and enthusiasm we moved into our new offices. We realised the company who had been there before us (who had gone into administration) had a perfectly adequate telecoms and broadband provision for our needs. So we simply contacted our nearest BT Local Business unit and asked to take over all the previous company’s facilities. No problem. They sent us an order form, we signed it, faxed it back. Easy – job done. We thought.

    This is where it started to go wrong and I entered the pages of a Kafka novel. A few days later the BT Local Business salesman, who I had placed the order with, called me and said “our credit department has a bit of an issue with your order, could you have a word with them?” So he transferred me. The problem transpired to be that as a new company our order was too large for BT to give us credit so please would I deposit £6,000 in their account! I was reluctant to do this and asked if there was any way I could avoid it. He suggested I reduce the value of my order (any sales managers fallen over yet?) and helpfully offered to transfer me to BT Business sales.

    So I spoke to another BT sales person. In this amazing conversation she told me her colleague had sold me something totally inappropriate for my needs, I could get what I needed for considerably less. “You’re the expert” I naively said and she said she’d send me over a replacement order – she didn’t. She did however call me back the next day to inform me that she’d found out that, in fact, she was ‘not allowed’ to take my order and I would have to go back to the initial person I talked to. So I did.

    When I spoke to him he got very angry and said his colleague obviously didn’t know what she was talking about! (Anyone cringing yet?). He would reinstate the original order and reduce it by a few pounds so it would pass through credit. He did, sent me over another order which I signed and sent back. Now, I know what you’re thinking – why did I put up with this rubbish? But unless and until you’ve tried to start a new business with all that entails, deal with BT and just want a phone and broadband line you’ll never know.

    So there I was, bloodied but not bowed and at least could communicate with the world and get on with growing my business. I thought. Our first BT invoice arrived, was duly paid and I hadn’t had to think about BT for several weeks. Until January that was.

    Fired with enthusiasm for a new year I looked at the mail. Someone had inadvertently opened a letter from BT to the previous occupants who had gone into administration. The letter said their broadband would be cut off in 2 weeks if their bill was not paid. With my recent experiences with BT this rang alarm bells. So I immediately called my BT Local Business office, explained what had happened and my worry. They promised a call back, which they did and assured me that they’d checked and my account was fine and there was “no chance of any disruption”. However, learning from my previous experience I also called BT Business Broadband, as ‘insurance’, explained the issue to them and my concerns. They also looked into it and came back and told me this would have no effect on my broadband line. You know where this is going don’t you?

    Yes, on January 19th we all came to work to find we had no broadband connection. No Internet, no email – nothing. We are a digital marketing agency whose entire business is conducted on-line; you can imagine the effect on our business. My frantic calls to BT Local Business garnered the response “frightfully sorry, that shouldn’t have happened we’ll try and get it back on” They promised to ‘escalate’ our reconnection to the highest priority. That was 9 days. Yes, 9 days. That was despite endless calls, pleas, letters, and tears. Knowing of course our email was down they emailed me to inform me when it might come back on (as I found out later)!

    In those nine days, lots of what we’d achieved in building our business over the previous 3 months was destroyed. A US client who had short listed us for a £50,000 website build crossed us off their tender list because of our lack of response to an email they’d sent us. Our credibility was shattered when respondents to our previous new business email shots just bounced back to them. I could go on, but it’s too depressing.

    So we come to the final chapter. The BT Local Business rep suggested we claim for compensation and, helpfully, gave us a number for the complaints line. I called and eventually got a call back from BT Broadband Complaints Dept (which says a lot in itself). The conversation began by the gentleman telling me that, in fact, you can’t claim compensation for loss of broadband no matter what the consequences, “Why’s that”? “Because it says so in the contract you signed”. So there you have it.  We’re big; you’re small so take a hike.

    However, he did say that he had the authority to make a discretionary “Goodwill gesture” (don’t laugh). He offered me a month’s free broadband. He asked if I was happy to accept that. Quite. After my considered response to this question, he conceded that we had been treated appallingly and would therefore offer us his ‘maximum discretionary goodwill offer’. A year’s free broadband. Value £400.

    So what do I do? Spend my precious resources employing lawyers to fight BT? Expend my energy fighting BT rather than building my business? Sadly BT knows the answer to that, so the bully wins.

    Unless you have any ideas?

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    The Digital PR buzz about buzz monitoring

    One key aspect of our business is not data, but intelligence. True buzz monitoring is about discovering the relationships between brands, businesses and their stakeholders and helping our clients find the right metrics to discover what they need to know to grow their business.

    We meet a few in-house marketing teams who get the importance of using Web technology to understand and link with the customer but their lives are still difficult: the world is still set up for the old way of doing things.

    Buzz monitoring is just the first step. Of course, there are many free tools online to help you piece together a raw tapestry of your brand. The Google toolset, Google rankings, Technorati and other blog search engines and indices, Socialmeter for your site’s popularity in social networks, URLTrends allows you to view your linking trends for eight different search engines…the list is endless.

    For instance, are you already tracking your URL, public-facing personalities, product names, industry blogs, staff blogs and social media profiles, mentions, conversations, competitors and brand sentiment?

    Big ask, isn’t it?

    Listings of the frequency of mentions is only the start. This data has to be turned into actionable information and this is what Sentiment Monitoring is about. It needs experts to rank your mentions and build a picture of positive and negative influences to allow you understand what you need to do to create a balanced picture.

    You need a combination of tracking technology with skilled marketing communications experts to grade the ’sentiment’ of a mention. Our Ackura BuzzMonitor service allows you to:

    1  Understand where your audience is.
    2  Discover what the audience is talking about (between themselves and about you or your competitors).
    3  Find out what the sentiment of those comments are.
    4  Understand who the influential people are in the audience.

    At this point, you will a clearer picture of how to balance your marketing mix so that you get a set of tools to tackle where your brand or products are weakest. You can produce a return-on-investment worksheet because positive mentions correlate to sales.

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    Juice Digital PR says check your own search listings?

    Juice Digital has always believed that if you ‘Talk the Talk’ you need to be able to ‘Walk the Walk’ and to this end we have been actively putting into action our own Digital PR campaign to create some “web noise” around the new Juice Digital Website and Blog.

    Our campaign has been running now for six weeks and, in that time, we believe we have achieved some solid results.

    Recently, on checking the natural search listings for these generic terms, we found Juice were listed as follows:

    Web: Digital PR = 14th and 18th positions from 27,500,000 entries

    Digital Public Relations = 14th and 18th positions from 39,100,000 entries

    Juice Digital = 1st,4th,7th,10th from 17,800,000 entries

    Blog search: Digital PR = 13th and 15th from 2,177,660 blogs

    Blog search: Ian Cook = 7th,9th & 10th positions from 156,564 entries Jeremy Dent = the top 10 entries from 34,133 entries

    Web: Ian Cook = 18th from 1,280,000 entries Jeremy Dent = All top 10 positions from 34,138 entries

    These natural listing positions have been achieved from a standing start and the clever software we use has enabled Juice and its team to become visible and created a lot of ‘Web Noise’ almost overnight.

    So where do you and your company rank?
    Try it and see if you come up on the first couple of pages for your own company name. Every company should really be on the first page of their natural listings search….there is no reason not to be. Then the generic terms for the business you are in.

    If you are paying to be there with PPC campaigns, and are not achieving this sort of ranking for you or your company, then you need to consider a Digital PR campaign.

    “Juice – we make people and companies digitally famous”

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    Digital PR - Social media and the three ‘R’s

    I am indebted to Michael Gass for this quotation: “Social media is scary. Not doing social media is scarier”.

    There are risks in opening your business to social media. But there is probably a greater risk that, if you don’t, you will be sidelined and overtaken by more nifty competitors.

    Your prospects and customers are using social media now and, if your sales and business development teams are not immersed in it, then you do have a problem!

    Progressive individuals will always dive in and use technology. The challenge is to use it in a corporate way and monitor and measure your use of this new medium.

    We’ve talked about risks: the flip side of risk is reward and the final ‘R’ is resources.

    Rewards can be measured by linking sophisticated buzz monitoring tools to your use of social media and measuring your positive mentions. You can then build a correlative worksheet to link positive mentions and sales and your bottom line starts to reflect what a gut instinct tells you is right.

    Resources need to be considered. Diverting business development effort towards social media has an immediate sales payoff: your outbound calling can be reduced, if not eliminated, and sales staff can make much better use of their time by having 50 conversations a day with prospects, rather than five on the telephone.

    So, back to the telephone. Early in the twentieth century, businesses were saying the same thing about the telephone as they did, later on, about the fax and the Internet. “Having a phone is scary. Not having a phone is scarier.”

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    Develop a Digital PR community inside or outside an existing social network?

    Should companies and brands establish their own community networks or develop an area in an established social network like Facebook or LinkedIn?

    Reebok's Go Run EasyMany pundits argue that own-brand networks truly push the limits of the long tail of social networks. They can work if there is a critical mass of Mini owners or Disney fanatics to support these niche interests.

    By launching their own community sites, brand can neglect the social aspects of Web 2.0: a branded network can limit discussion and
    stunt the word-of-mouse factor.

    So you can argue that it makes much more sense for companies to have branded environments within a Facebook, MySpace or, even better, a social network that focuses on their vertical market such as a Mini environment within an automotive network like CarSpace.

    Pepsi's football siteCompanies may have to have multiple branded environments. For instance, Pepsi could have one in BlockSavvy for the urban market (instead of their Youniverse-powered community?) and another in MySpace that associates the brand with music and entertainment.

    It’s useful, here, to distinguish between a community – a group of people that probably don’t know each other but share a common interest –
    and a social network – a network of links between people who actually know each other.

    The vertical social networks and the big general-purpose social sites perhaps need to start designing and offering environments with the tools and features that companies like BMW and Disney need to build interactive communities.

    Brands will want a certain level of customisation and control. Neither MySpace nor Facebook currently offer enough of either which is one of the primary reasons that companies and brands start their own community sites.

    From an SEO point of view, the major social networking sites offer an almost instant visibility to search engines. A community site would take time to register and trigger a regular search engine crawl.

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    Oranges, Greek yoghurt and Web 2.0 - Digital PR

    Every morning I have orange and Greek yoghurt for breakfast. Don’t ask, I just like it. Now bear with me here, there is a point to you knowing about my early morning gastronomic habits.

    I also believe that if you live in a village you should shop as much as possible in the local outlets so they survive. So I eschew the big supermarket chains and buy my groceries at the Somerfield in Lymm village. Have done for years. Love the store, friendly, convenient, has what I need. So that’s where the said orange and yoghurt comes from.

    Yesterday, as I staggered to prepare the usual, my brand new orange was dry, unpeelable and about an inch thick in pith. Anyone who’s got to get 2 kids to school before flying into the office for an early meeting will know how such a minor irritation can get magnified out of all proportion.

    On arrival at the office, I was told client had just called to cancel.  So, as an increasingly grumpy old man, I decided to go onto the Somerfield site and blow off some steam about their manky oranges. Nice, bright, accessible site, on brand – excellent. Couldn’t immediately see a forum or blog or any kind of feedback area. Then I saw the ‘Our Community’ link. That must be it. Now, on there I can give to charity, enter a competition, get a guide to healthy eating, but I can’t engage with anyone. Yes, there’s a bog standard contact form, but we all know how effective they are don’t we? End result? Increasing frustration and I’m off to Sainsbury’s.

    Now here’s how that story might’ve ended. Grumpy old man fires off his rant about dry oranges on the Somerfield customer feedback forum or blog. Nice Somerfield person replies back how sorry they are and next time I’m in the store they’ll give me a free bag of oranges. Grumpy old man is a customer for life and tells all his mates to shop at Somerfield.

    There’s the lesson. There’s no point to your online presence if no-one can engage with you. And there’s no point getting customer feedback if you don’t respond, quickly. Don’t be afraid of negative comments – they’re an opportunity to react, respond and turn a negative into a positive. That’s what Web 2.0 is all about; allowing you to engage with your customers on line, not just give them information.

    That’s what we do for our clients at Juice Digital.

    Juice Digital “We make companies digitally famous.”

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    Good at social media but not ‘experts’

    We’ve often been called a social media ‘experts’. What does that mean and how shallow a concept is it?

    The word ‘expert’ signifies a total understanding, a successful track record and someone who has made all the mistakes along the way. That is something that is not really possible in a media landscape that is rapidly shifting.  We explore and use social media from the perspective of digital public relations but we would not claim ‘expert’ status.

    Social media expert or guru status can only be awarded to a tiny group of individuals, people like Digg and Facebook founders Kevin Rose and Mark Zuckerburg.  They’re about as close as you can get to a social media ‘expert’.  Anyone else claiming expert status is in danger of making themselves appear ridiculous.

    Any decent Digital PR practitioner worth their salt understands social media along with other practical applications like buzz monitoring, blogs, SEO, email marketing, semantic mark-up: even basic HTML. The best marketers and PR practitioners are fluent in all media and able to develop ideas and content that engage and are re-used.

    Great Digital PR itself is not about the platforms it uses, but about the ideas.  Any platform or technology are merely enablers and, while an understanding of the platform is important, good practitioners will already have mastered social media.

    Mastery of social media is not that unique or valuable. It might seem so at the moment because of a current shortfall in digital literacy: it will not last that long.  I know this seems obvious but I think it needs to be restated:  what is valuable is the ability to produce strong PR and marketing for tangible results.  It’s that simple. And those results are increasingly measurable with buzz monitoring tools.

    It can be argued that digital literacy will become more universal and the digital divide will disappear. It can even be proposed [http://thefuturebuzz.com/2008/09/21/just-how-large-is-the-business-worlds-digital-divide/] that an educated person’s ‘literacy’ – in an educated sense – will come to include programming and an overall capability in digital media. We call people who are proficient in mobiles, PCs and game consoles geeks. In reality, they are just more ‘literate’ than other parts of the population.

    Marketing managers and PR professionals should be fluent in creating successful ideas and working with media and tools on all platforms.  That is the basic requirement of success in Digital PR. This fluency will include what is possible in Web application development, from strong writing, blogging,  branding campaigns, working in modern CMS and email marketing platforms, SEO, semantic mark-up, manipulating digital images, through to podcast technology, relationship-building and everything in between.

    Demonstrating proficiency with the tools themselves is a necessary but relatively widespread skill.  That’s not where the talent exists: everyone should have a basic knowledge of working with the tools in the digital toolbox.

    Creative agencies that are slow to adopt skillsets and immerse themselves in new techniques have always been susceptible to sudden exits. Remember the first Apple Mac and how typographers and reprographic professionals initially decried its capabilities? Marketing and public relations agencies need to be digitally literate.

    The bottom line is this:  thinking in terms of tools or platforms is the wrong viewpoint (even within Web-based tools) as their use is only limited by your creativity. An educated person in Digital PR should not claim to be ‘expert’ in all the fields and skillsets required but they should have mastered what is palpably becoming a vital part of today’s marketing communications platforms.

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    Digital PR (that’s Punk Rock)

    jonny

    In September 1976, I went to a  pub out in the sticks called the Lodestar in Ribchester, between Preston and Blackburn. I’d gone to see this unsigned band I’d read a piece about in the NME, the Sex Pistols. There were about twelve people there. I remember Steve Jones headbutting the door
    because we all just stood opened -mouthed and didn’t react.

    That was the beginning of my fascination with punk and its attitudes. You know what happened next. Over the next two years, punk became the biggest musical revolution since rock and roll and the world and his wife were fans (except Bill Grundy, but that’s another story).

    I remember being miffed when all these new so-called experts appeared. Oi! I was here first. Who are these bloody Tony Parsons and Julie Birchill – what do they know? Where were they when Nick Kent and Charles Shaar Murray were changing the face of music journalism?

    I see a similar reaction from some of the early-adopters in digital marketing. A mild resentment towards the new kids on the block (not the band, that is). And a snootiness to old ‘new media’. A fashionable sneer at Facebook here, a condescending shake of the head at the Skittles experiment there. Now that’s only natural human behaviour but, if unrecognised, it can lead to tunnel vision.

    In my case, it was the dismissal of rubbish, non-punk David Bowie for the towering talent of Adam Ant. Quite. And there lies the danger. There’s a temptation to dismiss the effectiveness of all the ‘two legs bad’ traditional marketing and accept all the ‘four legs goodness’ of anything that can be tagged digital. Whereas an open mind and an integrated strategy could pay dividends.160x120_dave_logo02

    I’m an evangelist for the effectiveness of social media marketing, digital PR, sentiment monitoring and all forms of ‘word-of-mouse’ marketing. But most of all I’m a fan of the BIG IDEA. A marketing idea that revolutionises a brand and simply works. Take the rebrand of UK TV Gold 2 to Dave. It’s seen its KPI, audience figures, rocket by this simple, but big, idea. Brilliant. Mind you, I’m not sure how many re-runs of Top Gear even my son can watch.

    So we should continue developing and applying all our digital marketing techniques, remain mindful of the effectiveness of other approaches, and, remember, there’s no substitute for a great idea.

    And be careful, the New Romantics followed Punk!

    <a href=”http://www.wwwi.co.uk”>Business Directories</a>

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    New digital public relations network on Ning.com

    Juice Digital has created an online network of media, marketing and public relations professionals  intent on staying up-to-date in Digital PR and creating best practice.

    Called The Digital Public Relations Network, it explores what Digital Public Relations - a fairly new discipline - means and keeping tabs on the hundreds of blogs and e-newsletters covering the subject. We are also hoping to attract experts and expert users who will add their own individual slants to the Groups and General Forum.

    The Digital Public Relations Network on Ning.comThose who pitch for business and add no other value will be blackballed and, ultimately, expelled: however, the vast majority of online technorati will be conscious of the etiquette needed to enhance their own reputation and gain from being a member of such a community.

    Ning is an online platform that empowers people to create and discover new social experiences for the most important people and interests in their life. Anyone can sign up to create, discover, or join new social networks on the Ning Platform. At close to one million social networks, Ning provides the largest number of unique social networks on the Internet today.

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    Web 2.0 and change

    Mountain rescue trials 2008At my weekly St John Ambulance unit meeting (I’m a volunteer first aider), a mountain rescue team leader generously came to brief us on their first aid techniques. It was a well-prepared presentation and gave us a unique insight into the voluntary work mountain rescue teams do, week in, week out, often in the worst environmental conditions.

    One unfortunate side issue was what might be called the institutional sexism of his organisation. The most generous credit he was able give to his female team members was that they were useful “when it came to dealing with lost children because men were hopeless at comforting them”. This is so statistically inaccurate, archaic and sexist that it barely deserves a riposte. I think I would have had to spell out ‘diversity’ to him!

    It made me think about change and how the changes occurring in business, accelerated by Web 2.0 and wireless/mobile technology, are now, in 2009, being recognised by a majority of CXO-level executives. Access to means of expressing themselves online, social media, interactive websites and blogs are increasing…almost exponentially.

    Executives are realising that these changes are an opportunity to recognise and harness the talent within their organisations in a new way. The implications do not just affect sales and marketing – although those are profound enough – but radically change the communication model within organisations and with the outside world. This will impact traditional command and control hierarchies the most, but will enable all innovative CEOs to grasp an opportunity.

    Looking backwards to the archaic sexism of earlier in the last century, it makes you realise what changes are on the way and how we can all embrace them rather than get stuck with attitudes which could hold us all back.

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    Where will the Internet go over the next ten years?

    I recently researched the thoughts and ideas coming out of the think tanks around the world.

    Most people within the digital industry tell you that they are already working in “dog years” where seven years of technical advancement happen every year so, over the next ten years, we can look forward to 70 years worth of advancement.

    They say it took radio 38 years to reach an audience of 50 million people, TV took 13 years, the Internet took four, Facebook took just two years!

    For more interesting facts about the Web and the world, take a look at the following amazing short video link

    Do you know?

    Lets start by scaring us all and just say the WWW is going to get very, very (lets add another!) very powerful and, more interestingly, smart. The “Big Brother” theory is already here but soon it will be joined by a host of siblings that will suggest infinitely smarter skills and knowledge.

    Thought leaders in Silicon Valley  are all talking about the Web in 2020 not only being super intelligent, but also being faster than the fastest thing on earth you can imagine right now: nano seconds look slow compared to what we can expect!

    These “New (Web) Romantics” are discussing a type of Internet, far more powerful and clever that the current one. One example is that the Web in 2020 will impress us by letting you video link up with all your friends at the same time, who can then choose to watch a video on something that interests you all, put there by a complete stranger on the other side of the world, who can then enter into an online dialogue with all of you: how’s that for social networking?

    YouTube, Facebook, LinkedIn and the host of other social networks and blogs that fall within the world of ‘Web 2.0′ may be beginning to infiltrate the mainstream users but to those whose new romantic vision lets them see the Web in 2020 and beyond, they are just a broken pixel in a much larger picture.

    By 2020, the WWSW (World Wide Super Web) will hook up every piece of our digital lives — be it a website, an e-mail, SMS message, TV programme or a simple file on our PC — to every other aspect. It will instantly recognise, for instance, when you are typing an e-mail, what the subject and body copy of the e-mail is all about and then present, inside the screen you are looking at, website facts, information, research and e-books, as well as any documents, photos and videos you have saved or looked at recently, that may be relevant to that topic.

    Picture-taking will also become a lot more interesting with instant face recognition technology being introduced by the mobile phone companies: software will instantly name tag and notify them if it recognises anyone within your registered social networks.

    Homework is going to get a whole lot easier for the kids of tomorrow, if a broad education is needed at all. If they can just read, type and speak that’s all they may need, if everything you ever needed to know about a subject, place, person or task is presented to you at your fingertips anyway!

    It will accomplish this by virtue of the intrinsic ‘intelligence’ in the core architecture of the Internet, they say. In truth, the Web is being reborn and being given much smarter skills.

    If Web 2.0 was all about harnessing the collective intelligence of crowds to give information a value — lots of people who bought this book, liked this book, so you might too (amazon.com), people who like Madonna also like this artist (iTunes), lots of people linked to this site, so that makes it the most relevant (Google’s basic Page Rank algorithm) — then Web 3.0 is about giving the internet itself a brain to work all this out for itself rather than it just being linked by the employees of the company choosing their own relevant associations.

    Nova Spivack, the founder of Radar Networks, a leading Web 3.0 company, recommends you to think to think about the Web’s development in ten-year cycles.

    “We have had the first decade of the web, or Web 1.0,” he says, which was about the development of the basic platform of the Internet and the ability to make huge amounts of information widely accessible, “and we’re nearing the end of the second decade — Web 2.0 — which was all about the user interface” and enabling users to connect with one another.

    “Now we’re about to enter the third decade - Web 3.0 — which is about developing the web to be much smarter.”

    Web 4.0 will be a finely tuned WWSW incorporating all the latest technical knowledge developed over the past decades, delivering information to you instantly whenever and wherever you are.

    Each decade in turn corresponds to an engineering focus on either ‘the front end’ or ‘back end’ of the web. Web 1.0 was a back-end decade, focusing on the web’s basic platform, its link structure and navigation system. Web 2.0 was front end, with a heavy focus on users and usability, clean-looking sites, and people making connections with one another.

    In Web 3.0, the emphasis will revert to the back end, with a renewal of the web’s key index - the essential data that is catalogued by search engines like Google. That in turn, Mr Spivack says, will make way for Web 4.0, another ‘front-end decade’, only with more advanced programs.

    A prime example of a Web 3.0 development will be the introduction of ‘natural-language search’, which changes the ability of search engines to answer full questions such as “Which Prime Ministers died of disease?” In some cases, the sites that appear in the natural search listings would not reference the original search question, reflecting the fact that the web knows, for instance, that ‘Tony Blair’ was a Prime Minister, and that ‘Foot & Mouth’ is a disease.

    “Our search engine reads every page of the web sentence by sentence and returns results by drawing on a general knowledge of language and what specific concepts in the world mean, and their relationship with one another,” said Barney Pell, chief executive of Powerset, which is developing natural-language technology. The firm, based at the prestigious Palo Alto Research Centre, in California, is sometimes talked about as a ‘Google-killer’, should its offering — which is not yet widely available — become popular and not bought by Google anyway!

    It’s not just search that will be overhauled in the WWSW of the future. One of the recurrent themes in the presentations at a recent thoughtleader summit was ‘open platforms’: the belief is that a website or any sort of personal device, like a mobile phone, should be able to drag and drop whichever features or applications its user wants, from any developer. Think of the iPhone as an open folder into which an owner could ‘drag and drop’ any Blackberry application — a news podcast, an e-mail service — without Apple having to approve such an action.

    Some of the world’s largest technology companies — Nokia, Apple and MySpace — all made presentations acknowledging the benefits of the idea of open platforms, suggesting that the Web will become a place where much more mixing and matching of different services will be permitted.

    Running in tandem with this will come more experienced virtual worlds, or what Silicon Valley’s faithful have started referring to as ‘immersive environments’, a much more multi-dimensional environment.

    What is interesting is that whilst the whole world appears to be in meltdown financially, there is a feeling that Silicon Valley and the technological developers are still riding a wave of seemingly limitless investor confidence, begging the question, is Silicon Valley living in a bubble, oblivious to the outside world? In the meantime, Google, Apple, Nokia, Microsoft and its partners and its competitors see vast sums of money to be made and new services and software to change people’s lives, radically and everywhere. Both these contradictory aims seem be celebrated with every release of something new on the road to the World Wide Super Web.

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    News for Pandas

    ronnies

    Those of you of a certain age might remember a Two Ronnies sketch that went something like  “And here is the news for Pandas. No pandas were involved in an accident this morning…”

    This was poking fun at the parochialism of local news reporting. You also see it in national news reporting – the reporting of Brits caught up in the Asian tsunami was a good example. Only natural, I suppose, and I appreciate the concept of audience targeting. But how do you square the circle of targeting your social media content on the global reach of the web?

    If, for example, you’re a blogging web designer and your main objective is to engage with people who might use your services, what do you blog about? Sure, web design and related topics. But beware the ‘news for pandas’ trap. People who commission web development projects are also human beings with a diverse range of interests and passions.

    Take me for example. I commission web projects, but I’ve also got a passion for punk music, husky-sledding and rugby. You’re more likely to catch my attention if you’ve something interesting to say on those subjects rather than the latest Flash plug-in. But even if you’re talking about opera, lacrosse or basket weaving (which to my discredit, I have little knowledge) at least I know you have a personality and a conversation with you might be interesting.

    The vast majority of corporate websites, for example, have zero ‘personality’. Yes, I may be able to find out everything I’ve always wanted to know about your particular product or service, but why should I engage with you rather than your equally knowledgeable competitor? Telling me about your passions would have more effect than changing the corporate typeface.

    So mix up your online conversations with personal interests alongside your professional subjects. Like it or loathe it, it is getting more and more difficult to separate you professional and individual personas. So embrace Web 2.0 rather than fear it.

    “And here is the news for pandas. Pandas were mentioned in a blog on social media today…”

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    I stand before you naked

    nakedThere is a common dream (nightmare?) that many people have. You find yourself in a public place and then you realise you are naked. You panic and try and cover yourself or run away. Freudians have a field day with it.

    I’ve realised that this is how many brand managers feel when contemplating social media or digital pr campaigns. How do you manage and maintain your corporate identity guidelines in a medium that is inherently transparent and personal rather than corporate? I guarantee your 100 page ‘Corporate Identity Guidelines’ were not created with digital pr in mind.

    So how do you maintain a brand identity in social media? I guess you need to start with a definition of a brand – and there’s a myriad of those. One I like is “A brand is a collection of perceptions in the mind of the consumer” from Colin Bates.

    Yes, you can customise the look and feel of your Blog, Facebook pages and Twitter home etc with on-brand colours, images and typefaces, but who’s really looking? It’s what and how you say things that’s defining your brand personality. And companies don’t really engage with people on social media – people do. This is where we start to get naked and that’s scary. Because although you might be engaging as a representative of your brand, social media will see you as an individual under your corporate outer clothing.

    So a brand’s social media guidelines might include tone of voice, tenses, phrases to own, grammar, topics. But they’ll also need to include ‘personal exposure’ guidelines - what you can and cannot give up about yourself. Politics, religion, sexuality, passions, interests etc?

    Then there’s a brand’s behaviour online. Are we responsive to every post? What’s our attitude to criticism? All these things and many more will define our ‘brand identity’ on line more than any logo or typeface. So that corporate identity manual has now gone up to 120 pages and the brand ‘police’ are going to see you naked.

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    Rebooting marketing and using digital

    In the words of Umair Haque, Director of Havas Media Lab, Obama is stimulating; G20 is deliberating; C-level executives are eliminating; Wall Street is recriminating.

    Welcome to what Haque refers to as the zombieconomy and the macropocalypse: Humpty Dumpty has fallen off his wall and no one, it seems, least of all the “king’s” horses and men, can put the global economy back together again.

    With the obsession about financial ‘instruments’ and debt management, the business of innovation in products and services aimed at a sustainable future is bankrupt. Tomorrow’s growth won’t come from a particular person, place, or technology but from understanding why recent growth has failed.

    The same growth models applied to new people, places, and technologies will simply result in the same crises, over again. We have to reboot growth (and maybe capitalism itself): the problem is not what is growing versus what is not, but how we grow.

    The Wall Street model is failing

    The Wall Street model is failing

    So as marketers, let’s concentrate at creative thinking in those areas in which we have control. We know that the conventional advertising, public relations and direct marketing models are having less effective results. The consumer (and business user) is Web-savvy, resistant to interruption and engaging in more and more interaction online.

    There has been a wave of mania about social media and, in particular, Twitter. These have a place in an overall digital public relations plan. But let’s all get our basic building blocks in order first, the usability and optimisation of our websites, the effectiveness of our email marketing campaigns and a blog integrated into our website and using a relevant set of keywords.

    When you have platforms worth back-linking to, then you can go hell-for-leather for social media exposure. Social media is relatively long-term, in any case. You need to use buzz monitoring tools to watch and analyse. You need to join networks and get used to the etiquette. You need to engage and not interrupt. You need to join the conversation and not dominate.

    Zombie thinking is doing what has always been done and ignoring diminishing returns. Reboot your marketing and think digital.

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    M&S takes it on the chest

    Funny how, despite the availability of sophisticated buzz monitoring tools, big brands continue to boob when it comes to online media monitoring and sensing a change of mood in consumers.

    M&S has finally bowed to pressure from bigger-busted customers to sell larger bras at the same price as standard lingerie. Campaigner Beckie Williams, founder of Facebook group Busts 4 Justice, was so infuriated by the retailer’s policy that she bought M&S shares with the intention of confronting Chairman Sir Stuart Rose at its AGM in July.

    M&S's about turn and apology..."We boobed."

    M&S's about turn and apology..."We boobed."

    More than 11,000 people had rallied to Beckie’s Facebook Group which claimed M&S was, in effect, putting a £2 surcharge on bras with a cup size larger than double-D.

    Competitor Asda, with some shrewd tactical PR, waded in with its first £4 brassiere and some tongue-in-cheek statements about ending prejudice against well-endowed women.

    So, last Saturday, we came to M&S’s “We boobed” ad in the national press and some heavy-handed spin from Stuart Rose to try and turn the situation around. They appeared to be very slow in tracking a groundswell of opinion which could have been monitored much earlier on Facebook, in other social media and blogs.

    Negative sentiment can be interpreted from buzz monitoring data and is often correlated with a fall in sales figures. M&S waited until it was hurting financially in its outlets but it could have spotted a balance of negative sentiment much earlier and had a much more positive PR result, never mind the dip in bra sales.

    Digital public relations is fast becoming a necessity, rather than a tiresome add-on.

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    A conceptual model of value for social media

    Setting corporate strategy for social media is not straightforward. One thing that helps is to have a conceptual model to represent how you want to create value from any social media platform.

    This is part of a larger Digital Public Relations picture where social media is partly used for syndicating content that a company produces.

    A sound conceptual social media model leads to tactical methods for creating value and making concrete plans to act as a basis for strategy. The tools and buzzwords in social media are constantly changing but such a value system embedded in a conceptual approach is a more stable way to approach all social media.

    There is a useful 4 ‘C’s model developed by Gaurav Mishra, who is a social media thought leader and co-founder of Social Media analytics company 20:20 Web Tech. In his previous avatars, he has done marketing at the Tata Group, taught social media at Georgetown University and co-founded Vote Report India.

    His model focuses on four underlying themes in social media: Content, Collaboration, Community and Collective Intelligence. Taken together, these four themes can constitute a value system – the four ‘C’s.

    Content
    Content refers to the idea that social media tools allow everyone to become a creator, by making the publishing and distribution of multimedia content both free and simple.

    User-generated content, and the hope of monetising it through advertising, is at the core of the business model of almost all social media platforms. User-generated content is also at the core of citizen journalism, the notion that amateur users can perform journalist-like functions (accidentally or otherwise) by reporting and commenting on news. Citizen journalists have repeatedly emerged as critical in crisis reporting and several citizen journalist platforms have emerged to harness their potential to report hyper-local news.

    However, just because everyone can become a creator doesn’t mean that everyone does. Most users prefer to consume user-generated content. Some users ‘curate’ user generated content, by tagging it on social bookmarking websites, voting for it on social voting websites, commenting on it or linking to it.

    Researchers have found support for the 1:9:90 rule in a variety different contexts. The 1:9:90 rule says that 90% of all users are consumers, 9% of all users are curators and only 1% of users are creators.

    Collaboration
    The second C, Collaboration, refers to the idea that social media facilitates the aggregation of small individual actions into meaningful collective results.

    Collaboration can happen at three levels: conversation, co-creation and collective action.

    As consumers and curators engage with compelling content, the content becomes the centre of conversations. Conversations create buzz, which is how ideas tip, become viral. Many social media practitioners who are from a marketing or public relations background are focused on creating conversations.

    However, conversations are a mere stepping stone for co-creation. In co-creation, the value lies as much in the curated aggregate as in the individual contributions. Wikis are a perfect example of co-creation. Open group blogs, photo pools, video collages and similar projects are also good examples of co-creation.

    Collective action goes one step further and uses online engagement to initiate meaningful action. Collective action can take the form of signing online petitions, fundraising, tele-calling or organising an offline protest or event.

    Even though conversations, co-creation and collective action are different forms of collaboration, the difficulty in collaborating increases dramatically as we move from conversations, through co-creation, to collective action.

    The key is to start with a big task, break it down into individual actions (modularity) that are really small (granularity), and then put them together into a whole without losing value (aggregating mechanism). It is also important to bridge online conversations into mainstream media buzz and online engagement into offline action.

    The 4 'C's of social media @ Gaurav Mishra

    The 4 'C's of social media @ Gaurav Mishra

    Community
    The third C, Community, refers to the idea that social media facilitates sustained collaboration around a shared idea, over time and often across space.

    The notion of a community is really tricky because every Web page is a latent community, waiting to be activated. A vibrant community has size and strength and is built around a meaningful social object.

    Most people understand that a community that has a large number of members (size) who have strong relationships and frequent interactions with each other (strength) is better than a community which doesn’t. However, a community is more than the sum total of its members and their relationships.

    People don’t build relationships with each other in a vacuum. A vibrant community is built around a social object that is meaningful for its members. The social object can be a person, a place, a thing or an idea.

    The fourth ‘C’: Collective Intelligence
    Collective Intelligence refers to the idea that the social Web enables us to not only aggregate individual actions but also run sophisticated algorithms on them and extract meaning from them.

    Collective intelligence can be based on both implicit and explicit actions and often takes the form of reputation and recommendation systems. Google extracts ‘page rank’, a measure of how important a page is, from our (implicit) linking and clicking behaviour.

    Amazon and Netflix are able to offer us recommendations based on our (implicit) browsing, (implicit) buying and (explicit) rating behaviour and comparing it to the behaviour of other people like us. eBay and Amazon assign ratings to sellers and reviewers respectively, based on whether other members in the community had a good experience with them.

    The great thing about collective intelligence is that it becomes easier to extract meaning from a community as the size and strength of the community grow. If the collective intelligence is then shared with the community, the members find more value in the community, and the community grows even more, leading to a virtuous cycle.

    In summary
    So, the 4Cs form a hierarchy of what is possible with social media. As we move from Content, through Collaboration and Community, to Collective Intelligence, it becomes increasingly difficult to both observe these layers and activate them: they are less visible.

    Each layer is often, but not always, a prerequisite for the next layer. Compelling content is a prerequisite for meaningful collaboration which is a pre-requisite for a vibrant community which, in turn, is a pre-requisite for collective intelligence.

    <p><script src=”http://gmodules.com/ig/ifr?url=http://tools.seobook.com/google-gadgets/keywords.xml&synd=open&w=342&h=495&title=SEOBook+Competitive+%26+Keyword+Research+Tool&border=%23ffffff%7C3px%2C0px+solid+%23999999&output=js”></script></p>

    <p><script src=”http://gmodules.com/ig/ifr?url=http://tools.seobook.com/google-gadgets/keywords.xml&synd=open&w=342&h=495&title=SEOBook+Competitive+%26+Keyword+Research+Tool&border=%23ffffff%7C3px%2C0px+solid+%23999999&output=js”></script></p>

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    Digital PR alert: surfing the Google Wave

    The organisation which catches the Wave
    Will be able to celebrate with a rave.
    They’ll harness the bots,
    Call the shots
    And send a lot of weaker apps to the grave.

    Google Wave dashboard screenshot

    Google Wave dashboard screenshot

    Google Wave is a new tool for communication and collaboration on the Web, coming later this year.

    A Wave, specifically, refers to a specific threaded conversation. It can include just one person, or it can include a group of users or even robots. It’s like your entire instant messaging (IM) history with someone.

    Anything you’ve ever discussed in a single chat or conversation is a wave.

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    Who’ll win a Big Chip Award?

    As a bit of fun for tonight’s Big Chip Awards, Juice Digital will send a bottle of decent bubbly to the person who predicts the most winners in the North West categories.

    Simply reply to this blog post to enter.

    Here are the categories:

    Best E-Business project

    Best Public Sector Project

    Best Not for Profit Project

    Best E-Learning project

    Best Use of Visual Design

    Best Application of Technology

    Best Use of Animation

    Best Use of Search

    Best Digital Marketing Campaign

    Best On-line Brand Development

    Big Green Chip Award

    Best Newcomer

    Best Freelancer/Micro-Enterprise

    Jot down a forecast winner for each category below in our comment form.

    If there is more than one winner, we will invoke the largest set of small print you have ever seen.  There will be a secret tie-breaker to do with Pitcher & Piano, some lethal cocktails and a few gorgeous companions.

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    My first days at Juice Digital

    This is Tina Jagla’s first blog at Juice and I am posting it for her on this occasion. Next week, she will have her own login and will be encouraged to post some more blogs.

    “I am Tina, postgraduate student in International Creative Advertising at Manchester Metropolitan University, the newest entrant at Juice Digital.  I am on a three months placement while writing my Master’s Dissertation about Social Media Marketing.

    Being an international student from Germany and having lived in Manchester since last September, I experience some similarities but also a lot of differences between the two countries.

    There are some obvious examples like the hardly comprehensible English fondness of queues but also some things I realized much later, for example that social networks such as Facebook and Twitter and even the Internet in general are more popular here than back home. Working at Juice therefore is a great opportunity for me to learn about the many possibilities to use Social Media and other digital marketing techniques

    The first days are always a big getting to know people and lots of confusion about almost everything, but everyone in the agency is very nice and helpful. Yesterday we were mostly working on my access to the several programs I am going to use when working on blogs, websites and other communication tools.

    Today I got showered with information about search engine optimisation, Digital PR and the like. It will get some getting used to, but soon I will be involved in some of the actual projects of Juice.

    This blog is a starting point and I have also done some research on social media demographics in the UK for MD Steve Downes, who will take part in a panel about Social Media Marketing in Manchester tonight. Not an easy task, I can tell you.

    Wish me luck.”

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    Buzz monitoring tools: an introduction and a list

    Buzz monitoring is an essential Digital Marketing and Digital Public Relations skill. It is the digital equivalent of research, focus groups and surveys. Digital listening includes information that was previously unavailable to a marketing communications professional, including online forums, social media conversations, pictures, blogging, audio and video. Its digital nature means that you need a new approach and awareness of not only what can be monitored but how to turn that data into actionable information.
    Ackura BuzzMonitor offers a full monitoring and analysis service

    Ackura BuzzMonitor offers a full monitoring and analysis service

    With a professional buzz monitoring platform like Juice’s Ackura Buzz Monitor, you can monitor the social Web and find your brand mentioned on millions of blog posts, viral videos, reviews, audiocasts, photos, Twitter updates. You can undertake real-time monitoring of mentions of your organisation, product, issues and competitors.

    You can analyse buzz about outcomes of specific marketing campaigns and social media investments. You can be aware of which content is making an impact, what needs to be managed and uncover key influencers online by topic, based on user-determined weightings.

    The process of listening, watching, analysing, deciding and engaging is complex at first but that’s what agencies like Juice are for. If you want to make a start in a more modest way or for a smaller business, this post contains a list of useful buzz monitoring tools, some free and many with fee levels.

    Key Conversation Indicators (KCI)

    Similar to Key Performance Indicators (KPIs), KCIs establish social marketing metrics for brands and/or social campaigns to measure online buzz, as well as gauge a social programme’s success.

    KCIs can measure social engagement, sentiment and opinion, as well as specific consumer actions. Although the metrics measured are different for every brand, some of the items you might consider measuring are:

    • Conversation volume
    • Sentiment
    • Topics of conversation
    • Ratings
    • Favouriting
    • Friends and followers
    • Passalongs

    Establishing the criteria you want to measure and track will help frame the direction of your research and social media strategy.

    Listening and monitoring tools

    Google Alerts
    Google Alerts is the mother of all monitoring tools. You can target keywords that are important to your brand and receive streaming or batched reports — choose your own flavour.

    Technorati
    The original blog search engine, Technorati, has been helping bloggers and blog users stay informed for years.

    Trendrr
    Trendrr from digital agency Wiredset uses comparison graphing to show relationships and discover trends in real time. Use the free account or open an Enterprise level account for more functionality.

    Lexicon
    Lexicon is a native tool to follow language trends across Facebook by looking at the usage of words and phrases on profile, group and event Walls. For example, you can enter “love, hate” (without quotations) to compare the usage of these two words on Facebook Walls. You may enter up to five terms, where each term can be a word or two-word phrase consisting of letters and numbers.

    Monitter
    What are people talking about on Twitter? Beyond the integrated search facilities of Twitter apps like Twhirl and TweetDeck, Monitter provides real-time monitoring of the Twittersphere  And can also track trends and add widgets

    Tweetburner
    In the world of Twitter, URL-shortening is a vital tool. Tweetburner also lets you track the clicks on those shortened links, giving you some hard numbers.

    Twendz
    twendz is a Twitter-mining Web application that utilizes the power of Twitter Search, highlighting conversation themes and sentiment of the tweets that talk about topics you are interested in. As the conversation changes, so does twendz by evaluating up to 70 tweets at a time. When new tweets are posted, they are dynamically updated, minute-by-minute.

    Addict-o-matic
    Allows you to create a custom-made page to display search results across a number of search and social media platforms. Addicting!

    Bloglines
    A web-based personal news aggregator that can be used in place of a desktop client.

    Blogpulse
    A blog search engine that also analyses and reports on daily activity in the blogosphere

    BoardTracker
    BoardTracker.com is a forum search engine, message-tracking and instant alerts system.

    Blogflux
    Watches comments/follow-ups on blog posts and similar content such as Flickr or Digg.

    FriendFeed Search
    Scans all FriendFeed activity.  FriendFeed is an important social media aggregator.

    HowSociable?

    HowSociable provides a simple way for you to begin measuring your brand’s visibility on the social web.

    IceRocket
    Searches a variety of online services, including Twitter, blogs, videos and MySpace and includes a tool called IceSpy to monitor online subject trends.

    Keotag Labs
    Keyword searches by bookmark link, generates tags and searches tags by keyword.

    MonitorThis
    Subscribe to 20 different search engine feeds at the same time. Enter a search term and click the ‘make monitor.opml’ button to get a list of RSS feeds in OPML format.

    Samepoint
    Samepoint is a conversation search engine that lets you see what people are talking about.
    Discover, learn and share new websites and ideas.

    Surchur
    A Web, blog, image, video, and social media search engine, Surchur has just relaunched their online dashboard. The “dashboard to the now” delivers a well-designed and comprehensive view into the real-time web.

    Tinker
    Tinker from Glam Media Labs is a simple way to discover what people are Twittering about now.

    TweetDeck
    Not only a great way to manage your Twitter account, but the keyword search means you can see what people are saying about you. You can also monitor Facebook status updates. TweetDeck is an Adobe AIR desktop Twitter application. Like other Twitter applications it interfaces with the Twitter API to allow users to send and receive tweets and view profiles. According to TwitStat, it is the most popular Twitter desktop application.

    Twitter Search
    Twitter’s own search tool is a great resource. There is an undeniable need to search, filter, and otherwise interact with the volumes of news and information being transmitted to Twitter every second. Twitter Search helps you filter all the real-time information coursing through their service.

    UberVU
    Track conversations across nearly all social media platforms and reply to them from one place.

    wikiAlarm
    A monitoring service to send email alerts when selected articles are edited on Wikipedia.

    Yahoo! Sideline
    A TweetDeck-esque tool from Yahoo! Installed on your desktop. Sideline is an Adobe® AIR™ desktop application built with the Yahoo! User Interface Library (YUI). It allows users to create and group custom queries by topics of interest for the Twitter public timeline.

    SocialMention
    Think Google Alerts but for social media. Receive daily email alerts of a developing news story, a competitor, or the latest on a celebrity.

    Professional applications

    TruCast
    TruCast provides keyword-based monitoring of the social Web with an emphasis on blogs and forums. Its dashboard applications provide visual representations of sentiment and trends for your brands online.

    Radian6
    Radian6 pulls information from the social Web and analyses and provides consumer sentiment ratings for your brand. Radian6 is focused on building the complete monitoring and analysis solution for PR and advertising professionals so they can be experts in social media.

    Ackura BuzzMonitor
    Identifies the crucial online sources that companies should monitor in order to make accurate business decisions.  These sources can be found amongst consumers, suppliers, competitors and government. It is a complete service for larger marketing departments to help them make sense of the social media landscape and maximise its opportunities.

    Techrigy
    Techrigy’s SM2 is a software solution designed specifically for PR and marketing agencies to monitor and measure social media. As businesses and consumers increasingly utilise and rely on social media, agencies need the tools and expertise to stay competitive.

    Collective Intellect
    Collective Intellect (CI) is a real-time intelligence platform, based on advanced artificial intelligence. Its solution provides automatic categorisation of conversations based on CI’s proprietary filtering technology. According to CI, its technologies provide credible groupings and reduce the “noise” seen in other keyword-based searches.

    BuzzDing!
    Uses a keyword approach and returns news, blogs, images, video, and social network activity about a brand, a brand’s competition or a product. Useful options include filters, facilities to organise material into projects, to flag items and to add notes. Prices range from Personal @$14 pcm (one project; one user; three phrases) to Max @$199 pcm (unlimited projects; 35 users; 175 phrases).

    Filtrbox
    Offers real-time monitoring and alerting across mainstream news, blogs, Twitter, FriendFeed and others. With collaborative features, daily email digests and trend analysis, it’s competitive with other offerings. Free trial version as well. Unlimited filters, real-time alerts, particularly strong on Twitter monitoring, continuous updates, trending, reporting, data export.

    Heartbeat
    A real-time monitoring and measurement tool for social media conversations, to measure key metrics around buzz and sentiment, engage with key influencers and opinion leaders and to conduct comparisons between competitors and topics.

    Dialogix
    Dialogix monitors the entire social media spectrum, as well as most newspaper, TV and news websites in the world, with a particular focus on Australian websites. Find every news article, comment, blog post, Tweet, YouTube video, forum post and more with ease and be confident you’re not missing a thing. No limits on data for any of plans and no limits to the amount of users who can access the system. Bronze: unlimited data, unlimited users, $595 per month. Silver: unlimited data, unlimited users, sentiment analysis charts, basic key influencer profiles created without contact details, $1,495 per month. Gold: unlimited data, unlimited users, sentiment analysis charts, key influencers ranked by social authority and database of their contact details, $2,495.

    Jodange
    Tracking a brand or a product is one thing but turning that tracking into a measure of consumer sentiment about a brand or product is something completely different. For that, Jodange has an algorithm called TOM (Top of Mind), which produces consumer sentiment about your brand or product across the Web with some clever algorithms. £2,500+ per month.

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    Gravatars, or globally-recognised avatars

    A few contacts and clients have asked us recently how to get a gravatar, those images/pictures that appear identifying you when you comment on another blog, forum or website. So here’s a quick guide.

    A gravatar, or globally recognized avatar, is quite simply an image that follows you from site to site appearing beside your name when you make a comment. Avatars help identify your posts on blogs and web forums, so why not on any site?

    Go here to set up a gravatar.com account: it’s free and all that’s required is your email address. Once you’ve signed up, you can upload your avatar image and soon after you’ll start seeing it on gravatar-enabled sites.

    Setting up gravatars on your own site is relatively staightforward. Plugins are available for leading blog software and content management systems and the Gravatar tutorials will have you running gravatars in no time.

    Jeremy Dent's gravatar

    Jeremy Dent's gravatar

    To request your own gravatar facility from gravatar.com’s servers, you simply add an image to your users’ activity with an “src” attribute that points to our gravatar image generator and includes an MD5 hash of the user’s email address.

    Since all gravatars are rated with an MPAA-style rating, you can restrict your site to show only gravatars whose content you are comfortable with.

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    Juice Digital Segments : Monday 6th July

    Each day at Juice Digital our team immerse themselves in a multitude of blogs, news feeds and social networks, picking through the most read-worthy Digital PR, Social Media News and discussion…..so you don’t have to.

    Here is our news round-up for Monday 6th July:

    BT to ditch Phorm after public outcry, via the Guardian

    Phorm’s digitally targeted advertising has won few fans since emerging in 2002 and BT today cancelled it’s contract with the American based company after complaints from customers. The firm tracks a users Internet habits, then unloads targeted personal advertising: methods which have led to accusations of online snooping by privacy campaigners. Phorm have declared BT’s decision as ‘not the end of the world’, but follows on from Amazon’s recent service opt out. After ISP’s, will Social Networks be next on Phorm’s user-advertising hit list?

    Top 10 Twitter marketing blunders identified, via U Talk Marketing

    With Twitter’s Marketing pull showing no signs of receding, it was only a matter of time before commercial marketers suffered from slack Social Media practise.  A report by Computer Weekly highlights gaffes from multi-nationals Dominos Pizza and Habitat and (potentially as damaging regionally) Croydon Council. Unsurprisingly, the report claims that Twitter users seem to exist in one of two camps: “those who get it, and those who don’t”.

    Manchester City relaunches website - with Social Media emphasis, via How-Do

    Loads of dosh couldn’t buy Manchester City European football or Kaka but the richest club in the world now own a swish, Social Media-tuned website.  The site is bright, brash and extremely easy on the eye: it’s great to see a football club fully engage with Flickr (surely a potential footy fan haven?) and Twitter.  Brand Manchester City looks set to challenge their Red Devil neighbours both on and off the pitch next season.

    Google Maps adds real estate option, via TechDigest

    Google hit the headlines earlier in the year with it’s controversial unveiling of Street View, but there’s no doubting their capabilities as both a leading service and content provider.  Using Street View technology, house hunters in Australia and New Zealand (soon to be global) can scan potential locations and pinpoint available properties.  Is there anything Google can’t do?

    If you do one thing this week … sort out your online presence:  employers  vetting job applicants, via the Guardian

    So you’ve finished University, partied for 3 weeks in Ibiza and returned misty eyed to a pile of job applications: the only obstacle to employment being your debauched holiday snaps doing the rounds on Facebook. If a web-savvy employer does their homework, one comprising photo could be the difference between your own desk and the dole queue. Publicist Mark Borkowski advises: “Don’t blunder in because you feel you have to, or you’ll look like a dad dancing at a wedding”.

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    Social media marketing checklist

    This is a useful list for managing social media accounts composed by Chris Brogan and enhanced by Nikki Pilkington.

    Trust Agents, a forthcoming title from Chris Brogan and Julien Smith

    Trust Agents, a forthcoming title from Chris Brogan and Julien Smith

    Chris Brogan is President of New Marketing Labs, a new media marketing agency, and home of the Inbound Marketing Summit conferences and Inbound Marketing Bootcamp educational events. He is a co-author of Trust Agents.

    It is primarily for use in a business-to-business environment but could be adapted to any social media arena.

    I have re-formatted it in MS Word if you want a copy. Request one by commenting on this blog.

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    Vive Le Social Media Networking

    Some of the most persistent reasons our fellow marketing communications professionals give for giving social media a low priority centre on relevance. “My organisation’s not ready for it. It’s not such a big deal in B2B. We haven’t established a Social Media Policy yet. Our clients are not open enough.”

    Depiction of the tricolour in the hands of a sans-culotte during the French Revolution

    Depiction of the tricolour in the hands of a sans-culotte during the French Revolution

    The eighteenth century French aristocracy thought much the same thing but there simply wasn’t enough cake around to feed the peasants. Either that or they thought it would be a great subject for a musical. Anyway, Robespierre had the last laugh. Sacré bleu!

    On this occasion, the heel-dragging, hard-drinking, curmudgeonly mainstream (analogue) media have already signed-up as sans-culottes. A significant majority are born-again bloggers, Facebook fanatics and Twittering twits.

    A friend in  traditional  PR bought me a drink at the weekend. That was notable enough but she told a story about stalking the same set of journos, and more recently bloggers, for years.  The relationship was very professional and buttoned-up, but ultimately professionally productive and mainly used email and texts.

    In the last six months, she has become friends with/followers of most of them on a number of social media sites. The relationships have blossomed, stopping short of impropriety but intimate enough to allow them to socialise and become, in some cases, genuine friends.

    They follow each others’ Tweets, ‘friend’ each other on FaceBook,  exchange personal and business recommendations, show interest in each others’ spouses and children.  And, she gets significantly more high-quality coverage for her clients.

    This is social media networking at its best. It is, of course, a different subject entirely to Social Media Marketing. The latter is more about using social media to create and syndicate sympathetic corporate content, something the PR world is still struggling with.

    However, it exploits the fact that this is how people now use the Web. Not so much from a search engine page but more from a social media homepage. It’s about making connections with people.

    To drag your feet in exploiting this new phenomenon is to cede ground to a flexible and lively competitor. It is plannable, measurable and effective. Just get there before your competitors twig. Or is that Tweet?

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    Those awkward questions about social media marketing

    What questions are you asking about social media marketing? We have found a useful list below but, in our view, there is still some confusion about the difference between engaging in social media for relationship management and Social Media Marketing.

    Michael Stelzner

    Michael Stelzner

    A report — How Marketers Are Using Social Media to Grow Their Businesses — was recently commissioned from Michael Stelzner, author of the book “Writing White Papers: How to Capture Readers and Keep Them Engaged”.

    The report concentrates on business-to-business marketing and business development: in our view, the use of Social Media Marketing in consumer markets is significantly different.

    However, here are ten typical questions about social media marketing featured in that report:

    1. What are the best tactics to use?
    2. How do I measure the effectiveness of social media?
    3. Where do I start?
    4. How do I manage the social balance?
    5. What are the best sites and tools out there?
    6. How do I make the most of my available time?
    7. How do I find and focus my efforts on my target audience?
    8. How do I convert my social media marketing efforts into tangible results?
    9. How do I cohesively tie different social media efforts together?
    10. Does social media marketing work, and if so, how effective is it?
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    Important notification to marketeers – Digital Switchover

    switchover1What is the digital switchover?

    The digital switchover is the process of turning off the UK’s use of ineffective analogue marketing tactics and replacing it with a digital marketing strategy.

    Why is it happening?

    The digital switchover is a sensible policy. It will mean that every company and brand will be able to receive digital marketing services through a suitably experienced specialist digital agency (Juice Digital).

    Digital Marketing can also use less budget which means that after switchover, there will be more budget available for new services such as Social Media Marketing, corporate blogging and Digital PR

    To keep and improve your brand awareness and reputation, you will need to convert your marketing to digital before your competitors

    Download more information about the digital marketing switchover.

    Benefits of going digital

    Digital offers new ways to enjoy your marketing:

    • Greater choice of communication channels
    • New features such as analytics, interactivity, engagement and 2 way conversations for companies with image impairment
    • Optional additional marketing channels and services including social media enhanced email marketing, dynamic websites with user-generated content, social media enhanced SEO.

    To find out what services are available where you work, enter your details here.

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    Social Media Marketing: art or science?

    A recent post by marketing guru Seth Godin suggests that marketing is as much an art as a science.

    Scientific approaches may well be more relevant in Social Media Marketing (SMM) than in traditional marketing simply because nearly everything is measurable. The core of all marketing is research and fact-based analysis. The creative part is involved in product development and marketing communications but when it comes to strategy, marketing is predominantly a science.

    Social media is a new, unique marketing channel. Many marketeers suspect that it is simply hyperbole because of its phenomenal growth rate. This is because they are confusing the use of social media in a networking sense with SMM.

    "Not everything that counts can be counted, and not everything that can be counted counts." Albert Einstein

    "Not everything that counts can be counted, and not everything that can be counted counts." Albert Einstein

    Social media networking to gain prospects can be a colossal waste of time. You should only use networking through social media in a professional sense to turn prospects into customers and use SMM (not networking) to attract those prospects.

    SMM is a process of planning, delivering and analysing corporate messages so as to attract prospects.

    SMM involves almost no social interaction whatsoever. It is about the efficient distribution and propagation of your content across social media. It is about increasing the exposure of the content you already have or the content you are soon to develop.

    It is ‘social’ because it is passed from person to person, network to network, by people. Your job is to find the key social media marketing leverage points where your content can add maximum value, distribute your content there and let social mechanisms do the rest. This is effective Social Media Marketing.

    The numbers can be tracked and compared to the time and resources put in to gain prospects. This part of SMM is scientific: yet content development is creative and, like any other marketing communications discipline, based on a clear brief. Muddy the waters on briefing and all the art in the world will not rescue the project.

    blackboard

    When it comes to strategy, marketing is predominantly a science

    Every time money is involved, there is a need for metrics to avoid past mistakes and make the most of every pound. Metrics serve to assess what went wrong and right and why.

    They can indicate what will and will not work from past experience. Yet great marketing is an art and, like art, does not lend itself to formulas. Just like artists, marketers that rely on formulas can be good, but never great.

    SMM is no different in this respect. Analysts are essential but art is everything. At Juice, we have a meld of disciplines which range across creativity to hard analysis. Somewhere in there is a raft of social media familiarity and IT skills, email marketing experience, SEO and technical webmaster skills.

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    Every new has an old

    Newton Hall, standing in Hyde since 1370.

    Newton Hall, standing in Hyde since 1370.

    Social Media Marketing is the new kid on the (marketing) block, dating from 2008. Juice Digital’s building dates from the same year.

    Not 500 metres away on our  industrial estate is one of the oldest buildings in the area, Newton Hall, a cruck-framed oak-and-wattle-constructed hall dating from 1370. In its time, it was a benchmark for oak-framed construction.

    The Hall has a glass inspection tower built into it during the re-construction in 1970. It enables visitors to see the construction method, using oak pegs rather than nails.

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    Speed, transparency and Social Media Marketing

    There’s no doubt that life has reached a level of speed where communication is coming at us in unprecedented and almost unmanageable volumes. Web and mobile nets give the literati and twitterati constant access to information — and the ability to create it — that we could only dream about ten years ago.

    Changes that used to take generations — economic cycles, cultural shifts, mass migrations, changes in the structures of institutions — now unwind in years. Since 2000, we have experienced three economic bubbles (dotcom, property and credit), three market crashes, devastating terrorist attacks, two wars and a global influenza pandemic.

    Consumer products and services (iPod, games consoles, YouTube, Twitter, blogs) that historically might have appeared once every five or more years roll out within months. In what seems like weeks, one giant industry (recorded music) has been utterly transformed, another (the 250-year-old newspaper business) is facing an uncertain future and half-a-dozen more (including magazine publishing, network television, book publishing) are desperately adapting to revolutionary changes in consumer habits.

    American authors Tom Hayes and Michael Malone have called this phenomenon the “the ten-year century”: a metaphor to express the compression of events which once took place in the course of a lifetime, into the duration of a childhood. To understand how this is happening — and what it will take to cope — take a look at the underlying forces:

    • Faster computing power. Moore’s Law — the doubling of semiconductor chip performance every 18-24 months has become the metronome of modern times. Yet the extraordinary changes we have seen since the invention of the transistor in 1947 are only a prelude to the emerging world of single-molecule silicon gates, nanotechnology, light switches and advanced bioinformatics (which uses information processing in molecular biology).

      This experimental set-up was used to show that it is possible to make a transistor that acts using laser beams, not electric currents (Image: Martin Pototschnig)

      This experimental set-up was used to show that it is possible to make a transistor that acts using laser beams, not electric currents (Image: Martin Pototschnig)

    • Network amplification. Metcalfe’s Law says that networks grow in value exponentially with each new user. The biggest network in the world is the Internet and thanks to the advent of cheap, Web-enabled cellphones, the Internet is about to see a critical network expansion point: the arrival of two billion new users from the developing world, nearly tripling its size.
    • Shorter decision cycles. Think about what quicker access to vast caches of information, available instantly almost anywhere, to be applied and analysed using ubiquitous and powerful processors — all with the knowledge that competitors are doing the same thing — means for business enterprise. The emerging environment is not one for reflection or hesitation. It means bold, impetuous initiatives, while banking on the fact that the information is not just complete but accurate.

    Our human metabolism and ability to absorb information is not adapting at this warp speed and we as individuals, and organisations, need to plan how to simplify our processes of absorption, analysis and planning.

    In our relatively small, if important, world of marketing, eminence grise Philip Kotler includes the phrase ’social process’ in his definition: “Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others”.

    In this ’social process’, effective use of digital and social media help us, in a personal and organisational sense, with the process of information assimilation and expressing what we want and need. Social Media Marketing, in particular, helps an organisation to create and exchange value by immersing itself in the fastest moving communication medium in Internet history.

    Organisations need to listen to social and other digital media (buzz monitoring), plan a response and then execute plans so that the flow of information is optimised for accessibility yet sensitive to etiquette. The key point about Social Media Marketing is that it is performed at scale to attract consumers. It works closely in combination with websites, blogs and email marketing to enhance individual relationships even at this mass scale.

    In this sense, Social Media Marketing is not just the latest marketing communications fad. It represents a fundamental shift in corporate communications practice and needs to be backed-up with real change in marketing philosophy, corporate transparency and honesty. Get it wrong, go for short-term hits and the twitterati will slay you, as a number of high-profile corporations have discovered.

    Social media is a very effective way for individuals, and organisations, to express what they need and want through creating and exchanging products and value. Drag your heels in this environment and it may be more than your marketing that suffers. It may be survival itself that looms large.

    Tom Hayes is author of Jump Point: How Network Culture is Revolutionizing Business (McGraw-Hill 2008) and Michael Malone’s most recent book is The Future Arrived Yesterday (Crown 2009).

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    Unilever’s head of comms says digital budgets should rise

    Unilever isn’t spending enough on digital marketing in the UK, according to its VP of Global Communications Planning Babs Rangaiah, and needs to increase its spend in line with consumer use and habits.

    Rangaiah moved to Unilever from Agency.com in 2008

    Rangaiah moved to Unilever from Agency.com in 2008

    An interview from today’s New Media Age quotes him as saying that investment in the UK and Europe is well below what Unilever spends in the US, despite similarities in digital consumption.

    Rangaiah feels that spend should reflect levels of media consumption. Consumers are not only using social media much more but also viewing a lot of TV online, as broadband access widens.

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    Barriers to brands using Social Media Marketing

    Two things seem to prevent bigger brands and companies using Social Media Marketing. There may be more but these are what we are sensing in the current situation.

    Firstly, one brand felt that it was too risky to even start. They want to get going, they are familiar with the technologies and they clearly understand the benefits. However, with a household name come high expectations and a potential spotlight on any failings.

    What, they asked, if we can’t scale, for instance, to meet the volume of responses directed at us: what are the expectations for response times? What if we only want to blog about our community relations efforts but everyone insists on contacting us with customer service issues?  What if we don’t respond to those queries?

    Sometimes, we need to break through the natural reticence of self-promotion on a blog: an agency like Juice Digital is set-up to manage such response.

    Social media can be scary for big brands

    Social media can be scary for big brands

    Those sorts of issues are a sign of success and some brands would love to have them, to discover exactly what is bugging consumers.

    An agency like ours works with in-house teams to plan Social Media Marketing Strategy and anticipate volumes and response and then allocate resources accordingly. That’s what a plan is.

    For instance, tweets can be as much a customer service issue as a marketing one. If Social Media Marketing uncovers a particular issue with the brand through buzz monitoring or any consequent Twitter activity, most customer service directors are very keen to identify such issues and respond accordingly. The response might be something as old-fashioned as a call or email and customer service departments would share the response load.

    The other starting risk was seen as content-based: the gist of their concerns was “what if we inadvertently say something that is material to the marketplace or that negatively impacts the share price of our parent PLC?”

    The adoption of Social Media Marketing implies a change in attitude about corporate transparency and honesty. Many organisations are transferring resources — and changing attitudes — to social media channels. Teams using these channels are empowered to speak out honestly and frankly and will find it impossible to hide behind outmoded ‘jobsworth’ attitudes.

    Consumers detest multi-layered menus on telephone customer support lines and Social Media Marketing gives staff an opportunity to respond briefly, and in real-time, to challenges in a general way, addressing an identified problem to an aggregated audience.

    Old-fashioned, command-and-control management teams recoil from empowerment and the risk it involves. What they need to take into consideration is that brands that have already started to go down this route get many more positive mentions online and are more profitable.

    Now where’s that blog launch button…

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    Salesforce.com’s new customer service offering in social media

    Cio.com breaks the news about Salesforce.com integrating aspects of social media networking into its CRM and customer service SAAS application:

    “First unveiled in January, the Service Cloud strategy presumes that in order to find answers to product and service questions, customers are increasingly using means besides traditional call centers, such as search engines or social-networking and messaging services like Facebook and Twitter…the application is a response to traditional website forums, which provide some customer self-service functionality but tend to get overwhelmed by long, meandering threads that obscure the most valuable answers to particular questions.

    On-demand Customer Relationship Management (CRM) from salesforce.com. It’s a comprehensive, easy-to-use system for managing your customers, partners, data, and sales process

    On-demand Customer Relationship Management (CRM) from salesforce.com. It’s a comprehensive, easy-to-use system for managing your customers, partners, data, and sales process

    Websites such as Yahoo Answers, where community members rate and rank answers to questions, are a better solution, and Salesforce.com’s software will work much the same way. It will also be available as a Facebook application that connects back to the Salesforce.com system. It is scheduled for release in the first half of 2010.

    Meanwhile, a knowledge base application called Knowledge, derived from Salesforce.com’s 2008 acquisition of InStranet, will be available sometime in the fourth quarter at a cost of US$50 per agent per month…the idea is to make the tips and how-to information commonly found in knowledge bases available through multiple channels, as well as use those channels to procure additional useful material.

    For example, an agent who spots a particularly popular response to a question posed through Salesforce.com Answers could choose to pull it into a new file for the knowledge base.

    In addition, Salesforce.com will announce that its Service Cloud Twitter integration, announced earlier this year, is now generally available.

    A company can use Twitter to track conversations about its products, or set up a Twitter channel dedicated to fielding customer service requests.”

    So the integration of social media continues. As we are always keen to emphasise at Juice, Salesforce.com is essentially a CRM application and about engaging with customers and prospects once they know and are aware of you.

    Social Media Marketing, on the other hand, attracts prospects through the skilful seeding of content on social media. At which point, they become worth tracking in Salesforce.com and other CRM tools.

    Salesforce.com’s move emphasises the importance of Social Media Marketing in any marketing communications strategy and cements its place as one of the top trio of e-marketing tools along with SEO and E-mail Marketing.

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    Social media marketing, email marketing and SEO: the elite trio of online marketing?

    Source: MarketingSherpa Social Media Marketing and PR Benchmark Survey 2008

    Source: MarketingSherpa Social Media Marketing and PR Benchmark Survey 2008

    MarketingSherpa recently published a survey revealing marketers’ opinions of where social media marketing fits among what the publication calls the “elite trio” of Internet marketing: social media, search and email.

    While it’s hard to disagree with the 97% of marketers who believe that social media marketing complements email and search marketing, the position of the 49% who feel that social media marketing will never become as important as the other tactics is more questionable.

    The confusion stems from a couple of misunderstandings. First, Social Media (Networking) is a fundamentally different beast to Social Media Marketing. Social Media Marketing, in B2C markets at least, has no CRM function: it is the process of content distribution and syndication in a style that matches the vibe of your marketplace and aims at influencers and bloggers as much as consumers.

    The second confusion concerns where Social Media Marketing fits in the marketing mix. Except in rare cases like Dell, which uses tools like Twitter for revenue generation, Social Media Marketing is primarily a PR-type activity.

    The three tools have different purposes. Specifically:

    • Social media marketing is primarily a tool for awareness and credibility-building. Like traditional PR, it is a “top of funnel” tool. It’s as much about reaching influencers as prospects but it can, like PR, create extraordinary reach and loyalty.
    • SEO is for lead generation, or more accurately, name generation. It brings “suspects” into your funnel, contact information for people who may or may not eventually become leads and then customers.
    • Email marketing is most effective as a relationship-building medium for prospects who have already been identified as prospects: they’ve given you permission to communicate directly with them.

    Generally, 20% or more of the people on your house list will open your emails, while perhaps 1% of your Twitter following will see any given tweet. This makes email a far less hit-or-miss medium.

    The three tools need to be used in tandem, each for its own unique strengths. Neglecting any one will reduce the effectiveness of the others.

    That’s our take on it: what do you think?

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    You are what you wear. Or are you?

    For as long as I can remember, ‘agency people’ have been put in convenient, clichéd boxes to enable recruiters and employers to categorise and filter the individuals they’re after. This goes something like:

    1. The suits. Generally the account managers who liaise between the client and the agency. Also encompasses those involved in strategy, planning and new business development. Generally despised by ‘the creatives’ as bag carriers without a creative gene between them. Favourite comment – “the client quite liked it, but we need a few tweaks”.
    2. The creatives. The people with the ideas. They can come up with ‘the big idea’ and make it look great. Allowed to wear jeans and play music. Generally demand detailed briefs from the suits then read them in 30 seconds. Their greatest laugh is listening to the suits creative ideas. Favourite comment: “tell them they’re wrong and go back and sell it”.
    3. The techies. They do stuff like re-boot the server and install the new software everybody complains about not having. You can shout at them if you can’t get on your favourite website and ask them how to use Excel. It’s funny to say you don’t understand a word they say. They’re not sure where they sit between the suits and creatives so will often wear jeans with a shirt and tie. As likely to get invited to the pub on Friday as people in accounts. Favourite saying: “If you really want to stop the server crashing you’ll have to buy (insert list of IT equipment and software costing more than company turnover)”.
    4. You may find this useful!

      You may find this useful!

      The webbies. They do stuff on t’internet. They have secret knowledge no-one else in the agency has and their opinions on anything online cannot be challenged by non-webbies. They will indulge their creative colleagues lack of digital expertise (they’re wearing the same jeans), but woe-betide a suit who challenges their work. Dress similar to creatives, but with deep and meaningful slogans on their T-shirts. Favourite comment “Have you seen the new (insert big brand website) it’s crap. I can’t believe they’re still using (insert last month’s big digital thing)”.

    Now I accept that’s changed in a lot of agencies, but those perceptions are still very prevalent amongst many agency management teams and recruiters. In social media marketing those descriptions are completely redundant and lack any relevance.

    To provide effective social media marketing strategies and services to clients, our agency people need a mix of all these skills – strategic, technical and digital. And SMM is no different from any other marketing discipline – it needs a big idea to succeed. How can you, for example, manage a social network for a client if you don’t know their business, market and competitors inside out? And at the same time set up social media channels and syndicate them. Then work out how this will work alongside the organic SEO strategy for the website. And what’s the thing that’s going to make people notice you in this crowded digital world?

    So where to find these people is the challenge for employers and recruiters alike. Do you ‘grow your own’- recruit bright digital natives and train them? Do you retrain experienced marketers? Do you brief your recruitment consultants and let them get on with it? And if this social media networking is all it’s cracked up to, why can’t you just use that to find candidates?

    Here at Juice, we’ve no simple answer. We’re trying all of the above and more. But I’ll tell you what’s not changed. If you recruit the best people and keep them motivated and trained you’ll succeed. No matter what they wear.

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    Amusing take on Social Media Marketing ROI

    Olivier Blanchard Basics Of Social Media Roi
    Follow the link to see an amusing take on communicating Social Media Marketing’s Return on Investment or ROI.
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    Does social media involvement equate to success?

    A recent study shows that the brands most engaged in social media are also experiencing higher success rates than those of their non-engaged peers.

    Of course, what everyone really wants to know is whether or not social media actually pays off in terms of extra revenue. This study seems to indicate that it does.

    To determine the nature of this relationship, the study focused on 100 companies from the 2008 BusinessWeek/Interbrand Best Global Brands survey and the various social media platforms they used like Facebook, Twitter, blogs, wikis and forums.

    Top brands analysed for social media marketing success

    Top brands analysed for social media marketing success

    Whether this correlation contains a causal factor cannot be proven: it can only imply that the relationship might be causal. However, given the large number of companies analysed and the consistent findings, it seems probable that social media has had an impact on the companies’ financial success.

    The most-engaged brands are significantly outperforming their peers across numerous industries in both revenue and profit performance. They have even sustained strong revenue and margin growth in spite of the economy, according to the study.

    It’s also worth noting that the level of engagement appears to be a facto