Social Media at Scale is insanely hard

Social Commerce Today called this the ‘best presentation on social media available right now,’ and I have to agree. It offers a pragmatic perspective into a much more mature market than ours here in Australia with insights into the complexity of scaling social media.

Adam Kmiec of Campbell Soup Co presented his experiences with social media at Walgreens and Campbell Soup during the Social Commerce Summit day of eTail East 2012 in Boston. It’s just over 30 minutes long so it’s a good one to watch during your lunchbreak…or with your feet up tonight or over the’s worth it!

The simple lesson is that social media will work when you do (amazing) stuff worth sharing.

Adam argues what you don’t need is more data – we already know more than we can possibly understand.

What you need is insight.

Use social media to find what people find amazing – stuff worth sharing, and build on that. (click read more to see the vid)

Steve MacAlpine

Read More

Enterprise Social Media Best Practices

Every now and again some smart company, in this case it’s Sprinklr, sets out to tackle a major topical issue and use content marketing to spread the word…the issue in this case is best practices and scalability for Social Media at a global level .

To achieve this, they approached an amazing group of thought leaders..some of whom I’ve had the pleasure of meeting personally or online over the years. This is social media’s ‘A Team.’

Whilst the document has an enterprise/global focus, there is much to be gleaned for every business and organisation.

And Sprinklr have prepared this fun vid to tell the social story…

Who says Content marketing doesn’t work!


Read More

The Pull of Content Marketing

Seth Godin  published Pemission Marketing back in 1999. For me, it was evidence of the fundamental shift that the internet was having on the concepts of push and pull marketing… a real “Toto, I’ve a feeling we’re not in Kansas anymore,” moment.

Push marketing had the marketer in control of the message, how it was seen and when and where…whereas…Pull marketing shifts the emphasis and attention onto the customer, trying to market in the correct places to reach a target audience to create awareness and keep the company brand in front of consumers without aggressive marketing.

Another way of looking at it is … Interruption vs Permission.

“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.” 

Content marketing has become a major part of an inbound “pull” strategy where quality information that is relevant to your prospective customer draws them to you. In large part, it does this by offering them relevant material that helps create a sense of thought leadership around your brand.

The Content Marketing Explosion by the Numbers

So …

Read More