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Author: Matt Owen
Matt Owen was formerly Head of Social at Econsultancy, looking after Econsultancy’s global social media strategy and architecture, where he led community engagement and growth from 2010 to 2014.
Matt has a background in music, film and television in addition to marketing. Prior to joining Econsultancy, he was instrumental in building the UK's largest entertainment blog network before moving into dedicated social management and strategy for one of the world's largest business schools. He has a particular interest in social measurement and organizational integration.
In addition, he works with a community of 200,000+ digital marketers daily across a variety of social channels and has written best practice guides for popular social platforms.
As audiences become increasingly sophisticated across all demographics,
the likelihood is that your customers will make more targeted and strategic
In the past emotional factors and visibility held sway when
it came to dictating customer habits. If a product was featured in a TV
ad, then customers would generally either call in or visit their local
store branch to purchase.
These days it’s far more likely they’ll get
online and hit the price comparison sites.
In order to retain your
audience, it’s important that you become visible in more
places. If you’re consistently appearing in all their searches then
there’s a far higher chance of conversion.
Over on Foursquare and Gowalla, badges are all the rage. Checked in to
your office bathroom more than five times? You’ve unlocked the dysentery
On other networks however, these tiny icons seems a little
superfluous. Logged in to Facebook 1000 times...so have all your
Still, this hasn’t deterred the founders of the roguishly named Twadges
from setting up a similar service for Twitter, awarding tweeters for
frequency, followers and obscure criteria such as ‘Joined Twitter before
As more companies introduce social media campaigns, there’s often
a real lack of understanding when deciding which numbers really matter, so the default action is often to watch everything.
On the one hand,
keeping track of every tweet, post and comment is good practice. However, when it
comes to actually interpreting the piles of data, meaningful analysis is sometimes sorely absent.
Ideally you should be able to
interpret the figures so that you can both hone your KPIs and make ongoing
strategic decisions. By analysing figures in meaningful ways
you’ll receive deeper, more useful insights.
consider a few ways you can sort figurative fact from fiction:
So, you’ve set up a Facebook page, you have a fully automated Twitter
account, and your LinkedIn profile is a shining example of professional
wonderment for all to behold.
You’ve formulated a strategy and set up
tools and processes, and you’re proudly showing off your amazing product
with a variety of exciting and innovative campaigns.
Not all social media campaigns will be successful, and the hardest part of any campaign is
actual engagement. Creating long-term relationships with customers,
creating brand evangelists for your business.
True interaction is the biggest stumbling block on the path to social
media success, but by instigating the right policy, it’s also one of the
easiest to overcome...
Low costs, global reach, easy implementation and tracking. The benefits of multichannel digital marketing are manifold, but there's
still a definite tendency by many companies to play on the safe side.
A large number of employers simply don't trust their staff to remain on
message when taking their first steps into multichannel, and with social
outreach at an all time high there certainly are examples that back up
that age-old adage: To err is human.
Remember when the world was young and finding a copy of your book on Fly
Fishing meant hours crawling through the local yellow pages or trusting
to luck that ‘Six Gun’ Tex McCain was really a reliable plumber?
Thankfully these days we have the magic of the internet, where anyone
can have a fully functional, great looking site for their local business.
Unfortunately this does leave smaller business or individual users
with a problem: How are you going to market your site?
There’s a mountain of marketing guides out there, but there is a
tendency to assume you’re trying to build a multinational media empire.
If you’re just trying to get a few extra people through the door of your
cake shop then a lot of this advice really isn’t going to be suitable.
Having a great LinkedIn network is fine, but are those international
jet-setters really going to stop at your small Hardware Shop?
If you’re trying to raise localised traffic it can be hard to know where
to start, and let’s be honest, if your site isn’t in the top ten when
someone Googles ‘Launderette, Stevenage‘ then there’s no point in having
a site. So let’s see what you can do to get yourself a decent search
Recently LinkedIn has undergone some dramatic changes that have
transformed it from a business contacts site into a viable networking
and promotion tool.
The site now gives you direct access not only to your
customer base, but also to fellow professionals, meaning LinkedIn has
forum capabilities sorely lacking from sites like Facebook.
profiles are directly aimed at the business market, they are likely to
be open and honest, giving you great information on your allies (and
occasionally rivals) in a complicated marketplace.
If you’re setting up a business empire then you need to be in touch with
the movers and shakers out there and LinkedIn is a great way to do it. Despite this, a huge number of new users still primarily use it as a job search and employment site.
Instigating a truly multichannel campaign can be a
daunting one. You know your business better than anybody, but it's
still always helpful to have a few pointers in the right direction at
So which industries can we look at to provide a solid
example of a truly successful and joined up multichannel campaign that leads
customers across channels and encourages them to interact more fully
with a brand?
Fortunately there are several places to look, but one of
the more obvious can currently be found shoring up your local multiplex: