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4 April 2012
Issue # 71
| Paul Writer Marketing Booster Shot
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Yo! I did a social media workshop last week and was brushing up on facts and was impressed to see that Pinterest has already crossed 20 million visitors. What's even more interesting is that over 80% of its users are women. The current popular topics are crafts, hobbies, interior design and fashion, which also lend themselves well to the visual format of the site. So in my new post I explore whether there is a shift from sites that focus on who you know - like LinkedIn - to sites that focus on what you like. As we all acquire more and more 'connections' on these networks, I'm sure we wonder how we can progress these relationships. How can we move them from fake, transactional fraandships to real relationships that can lead to either social pleasure, better jobs or business opportunities? In Bangalore this is a very short week - today is a holiday for many, as is Friday.
Enjoy the week and Happy Easter! |
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People vs Interests - The Great Social Media Divide
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By Jessie Paul
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How often at "social" conferences have you heard the attendees say, "oh you have to meet offline to become 'real' friends?" Really? I had penpals I was very close to without meeting. But that was because we used to send 4 page letters to each other every week, and pre-teen girls are not known for reticence! So the need for face-to-face is only so that we can discover if someone is Like Us or Not Like Us. Most folks hang out with people like themselves, and that's the current limitation of most popular social media networks - you have no way of figuring whether your new new acquaintance is "likeable" by your definition.
Let's say you have 500 connections on LinkedIn. You know where they work and that you have friends in common, but what percentage of them have traversed the difficult path to becoming your friends? Only the few where you have discovered something in common - good mutual friends, common alma mater, or perhaps a blog topic or technology. Ditto Facebook. Your old friends become closer - because you already know their interests, but making new ones depends on a chance photo of a child the same age as yours, a post on a hobby that you share and so on. In Twitter you tend to follow people with similar interests so the probability of making friends is slightly higher, though it isn't really the purpose of the tool.
And that's why Pinterest... Read on...
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By Hilton Barbour
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Measurement and accountability is an evergreen subject in our industry. When dinosaurs ruled the earth and I worked at OgilvyOne it was foundational to our approach.
Recently, accelerated by social media, the amount of available customer data has increased exponentially giving rise to our latest marketing-speak catchphrase: Big Data.
It has spawned a cottage industry of articles (almost as many as "How to measure social media ROI" - see image below) from this sublime piece in the New York Times to this metaphorically-dense piece in Advertising Age.
Straight-up I'm a fan of any tool, tactic, device, bright shiny object that can provide me more insight into the brains of customers. I'm a Strategy person after all. Here's where the hype and the reality of Big Data seems to be diverging.
Read the blog here...
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Conversation with Jonathan Becher - CMO - SAP GlobalMarketing
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By Aarti Deoskar, Paul Writer
| |  "I think we are reaching a danger point for social media. If we are not careful it will explode"
SAP India is the fastest growing subsidiary of SAP AG, and Jonathan Becher - CMO for SAP GlobalMarketing was in India to understand the industry trends and speak to the influencers and bloggers.
Paul Writer also managed to sneak in a few minutes to have a conversation with this Global CMO on tips for blogging and the initiatives at SAP to reach out to the community of developers and bloggers to leverage social media in spreading the Brand SAP. The conversation was short but his viewpoint was interesting...
Get the interview here...
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Spammers and Bots Driving Up Pinterest Membership, Traffic?
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by Clare McDermott - Content Marketing Institute
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Pinterest is the new darling of content marketers, who are tripping over themselves to "pin" new content to the site. But the site has suffered bad press of late. Most recently, some wonder whether the site's 'invitation only' gate is merely a marketing ploy-and a faulty one at that. Recent reports suggest spammers can gain easy access to the site and are using Pinterest to artificially drive traffic to commerce sites.
Is popularity too much of a good thing?
Get the article here...
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A 4-Step Model to Building an Effective Customer Advocacy Program
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By Solutions Insights
| |  "Our solutions providers can't assume that we'll stay loyal to them. From our point of view, they need to earn our business every day. If they provide us the value that they promise, we'll be great customers for them. We'll even help them get other customers."
Does this sound like any of your customers? We've heard this opinion about satisfaction and loyalty from a lot of different solutions buyers. In our experience, they tend to be fair but demanding. Many of them appreciate the value that you bring them, but have the "but that was yesterday...what are you doing for me today?" attitude.
This is what makes driving business value the basis of all customer advocacy activities.
Get these Solutions Marketing insights here... |
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Job Listings on Paulwriter.com
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Watch this space for new job listings on Paulwriter.com every week for mid to senior level marketers. Director for an international nonprofit, based in Mumbai, India. The organisation provides funds in India to offer better living conditions and improving the future of street children. The key responsibilities include: setting up their 'Foundation' in Mumbai, strategic planning, budgeting, implementation and setting up of fund raising, marketing and communication functions for the organization.
Apply now...
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Enjoy!
Jessie Paul
CEO, Paul Writer
www.paulwriter.com - India's only community for progressive marketers
Visuals sourced with thanks from Flick'r. Acknowledgement provided in the main article.
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