Whether you’re a business or an individual, Twitter is a great tool for sharing content and demonstrating your expertise in a specific industry or service. But what makes people share some pieces of content while they ignore others? This post offers some insights.
Takeaways: While conventional wisdom dictates that “good” content is what drives social sharing, “Social Media Scientist” Dan Zarella – whose AMP Summit talk was the inspiration for this post – disagrees. Zarella did some research on “re-tweet” data and of the many characteristics that make an idea more likely to spread on Twitter, quality isn’t one of them. According to Zarella, Twitter users should focus on quality over quantity (breaking news and timely, informative posts), chose their words wisely and mix up their content every once in a while to keep their followers engaged.
Angela Brown, Marketing Manager
Welcome back for part II of my DCWEEK recap! In this installment we’ll take a look at what you should know about mobile and peek behind the curtain of the Save Screen on the Green movement.
The Scoop on Mobile Media
Although I wasn’t able to attend Point About and Brunner Digital’s June 16 mobile session in person, thanks to Twitter I was able to listen in using the hash tag for the program. The session was packed full of data, and since we’re data junkies here at Q, I put together a handy list of key takeaways from the presentation:
Box.net has been hovering around the CRM market for some time now, but their announcement that their cloud-based content management system can now be integrated with open cloud CRM provider (and Q partner) SugarCRM generated a lot of interest. In October 2009, Box made the same move with Salesforce.com.
Takeaway: The announcement, which was made at Sugar’s annual SugarCon show on Tuesday, means that Sugar users will be able to access documents stored in Box’s CMS.
2. If you don’t take care of your employees… they won’t take care of your customers
by Mark Johnson of Loyalty360
In this brief but impactful post, Loyalty360’s Mark Johnson discusses the alarming results of recent studies on employee engagement. A few highlights:
A May 2009 survey by consulting firm Watson Wyatt Worldwide (now Towers Watson) found that engagement levels for top performers at large U.S. companies fell close to 25% year over year.
Employees overall experienced a 9% drop in engagement year over year.
A March 2009 survey by Gallup found that 52% of U.S. workers over the age of 18 were disengaged and an additional 18% were actively disengaged.
Takeaway: The headline says it all – if you don’t take care of your employees, what incentive do they have to care for your customers? Johnson notes that the levels of active disengagement reported in the surveys costs businesses an estimated $416 billion in lower productivity. It also costs companies dearly in terms of both employee loyalty and customer loyalty. Make sure you take care of your employees and that your marketing and human resource staff work together to drive both internal and external engagement. Your employees and customers will thank you.
Mathew Ingram summarizes the hard numbers behind Twitter’s growth and size straight from the source – Twitter’s co-founders Biz Stone and Evan Williams, who announced the figures at their first-ever developers conference, Chirp.
Takeaway: It seems like every other day there are new facts and figures for Twitter, but these are the numbers that matter the most for marketers and tech wizards alike. The bottom line is that Twitter’s growth is showing no signs of slowing down and there are numerous opportunities for businesses to incorporate the platform into their marketing strategies – whether it serves as a medium for engagement or a platform to provide a new service to your customers.
A newly-released Datran Media survey of executives at Fortune 500 companies, publishing companies, media agencies and ad agencies found e-mail and search to be regarded as the digital channels that worked best in 2009. Since many marketers and sales execs on the agency and client side continue to struggle to define digital (let alone identify the most effective channel), it’s interesting that a tried and true channel came out on top.
Takeaway: Before you reallocate all the resources from your digital budget to email, it’s important to consider that when it came to measuring consumer response to their digital efforts, survey respondents’ companies placed the greatest stock in “clicks,” which many digital veterans would argue don’t amount to very much independently. Conversions were actually second, which is pretty fascinating since that’s traditionally a pretty significant measure of success. It’s also important to think about what happens after an email campaign is launched. Once you’ve had your email campaign management tool crunch the numbers, what are you going to do to engage the people and businesses who have expressed an interest in what you have to say?
Takeaway: Users have been complaining for some time about Facebook’s constant privacy changes, with the clear message that Facebook could use some work when it comes to two things: communicating clearly with its user base and simplifying processes, changes and communications so that users know exactly where to find the privacy controls they need. Facebook had good intentions with the blog post, but the clarification of its policies came too late, and limiting the communication to that forum left a significant number of users out of the loop. The bottom line for any business? Responding to a limited number of customers after they’re already upset with you is not the best strategy. Try to get ahead of the issue with clear communication at the outset.
All too often businesses choose to focus on sales and lead generation when it comes to their websites at the expense of clarity. While conversion is a critical component to the strategy behind a company or organization’s online presence, it is more important that you have a clear message. Gerry McGovern’s post on CMS Wire addresses this key point.
Takeaway: The very first line in the post says it well – “The most important thing a webpage can do is be crystal clear about exactly what you can do on that webpage.” If visitors to your website can’t get past marketing fluff, they won’t stay long.
Takeaway: To cut through the legalese, TechCrunch interprets this language as a sign that Facebook could let outside sites take it upon themselves to sign users into Facebook Connect. Facebook says that users will be able to prevent sharing information with third-party sites, but it appears that similar to the last round of privacy changes, they will have to make a conscious effort to opt out. Continue to be protective of your profile and educate yourself on the options available through Facebook’s privacy settings to manage your reputation and personal information through the platform.