Mediaboss Marketing

Who is doing digital marketing right? With so many brands embracing social media, knowing who's doing it well can be a challenge. Sam Bailey of Constant Contact looks at some of the best social brands out there.

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When youre setting up your own social media profiles you can be stumped for engaging content to post. With so many businesses now on social media you might find it difficult to recognise those that do it really well and then to take some inspiration from the things that they are doing.

Ive picked my favourite brands on the three big social media networks, Facebook, Twitter and LinkedIn. Check them out, and think about the ways you can apply some of the things they do to your business.

Facebook

Innocent Drinks is far and away my favourite brand on Facebook. Ive written about them before but its worth taking a look at their Facebook Page for business lessons..

For a start, they have a fantastic tone of voice. You only have to read a post to know its from Innocent (you dont even need to check any of the branding). They have a great light hearted tone, and they arent afraid to indulge in a pun or two all of which fits fantastically well with their brand and story.

Whether its a visual post like the one above, talking about their Gorilla Marketing or one of their short punchy #dadjokes that they share on Fridays, Innocent is all about fun. And for a network based around the ideas of friends, sharing and likes, that is perfect.

Tip to take away: Dont be afraid to have some fun with your Facebook followers. The majority of people use Facebook to stay in touch with friends and family. Light hearted humour can really help cut through the noise. But make sure the humour fits with your companys tone of voice.

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Three brands to look to for social media marketing inspiration

When it comes to digital marketing, overnight success is a myth that many businesses get entrapped into believing. They put on their rose-tinted glasses and go about trying every trick in the book they want to tie paid, owned, earned, and shared efforts together to tell a better story, they want to blog, vlog and create viral videos, they want social PR, user-generated content, and a strong brand following. The problem is that most companies want it overnight and they arent prepared to spend the time, money or resources it takes to do it right. The fact, however, is that looking for slingshot success though digital marketing is like looking for a pizzeria in the Stone Age! So, for businesses wanting instant success through digital marketing, heres my two cents youre wasting your time and you would be better off doing something else. Heres why.

1. Theres a lot of behind-the-scenes hard work

Behind every successful business typically lies a story of blood, sweat and what is most likely years of toil. While were tempted to draw conclusions at what might appear to be the overnight success of a brand, most of us fail to understand that success is rarely overnight. Really. The same idea rings true for digital marketing. While you might find brands riding on their successful online presence, you should realize that it takes a lot of hard work and failed attempts to find success through digital marketing.

2. Theres no magic button to push

Theres no set formula and yes, theres certainly no magic button. When it comes to digital marketing, there are several strategies a brand can follow email marketing, mobile marketing, omni-channel marketing or 1:1 marketing, etc. They can even create a marketing mix of two or more strategies. However, you have to develop an understanding as to what suits your business best. Knowing your customers, their interests, needs, and requirements combined with a few sessions of trials and errors can give you an idea of how you should proceed.

3. Learning never stops

Digital marketing is an ever-evolving field where new ideas and concepts emerge frequently. Being adaptable and open to new ideas is critical. Even more important? Understanding that rapid change is the new normal will go a long way toward helping you be better equipped with the knowledge and strategies to keep pace with the dynamic business landscape. In todays business world, theres no such thing really as saying Ive got this and being on auto pilot. If you want digital marketing success, youve got to keep your learning shoes on.

4. Only consistency pays off

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Maybe Digital Marketing Isn't For You?

Social marketing company Unified is announcing that it has hired Shawn Douglass as its first chief technology officer.

Douglass previously held a number of roles at enterprise technology company EMC, including founder and managing director of EMC Ventures. More recently, he was CTO at cloud management company ServiceMesh, which was acquired last fall by CSC.

Unified, meanwhile, offers products for social media ad-buying and monitoring. Its been making moves to expand the data side of its business recently, for example by adding business intelligence data to help customers understand broader trends and by acquiring Awe.sm, a startup that was best known for its link-shortening tools but also offered marketing analytics.

Douglass told me its the data that interests him. When it comes to understanding consumer engagement, he argued that social is far richer than clickstream or cookie data.

There is no big data story in ad tech, he said, later adding, I want to come in and scale this the way the quants did, the way the frequency trading firms did on Wall St.

The company says it now has more than 600 customers. It also says that Vice President of Technology David Turner (who joined Unified through the acquisition of PageLever) and co-founder/Chief Product Officer Jason Beckerman will both remain in their current roles.

Update: Heres a blog post from Douglass talking about why someone with his background cloud computing and enterprise tech ended up at a marketing company.

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Unified Hires EMC Ventures Founder Shawn Douglass As Its First CTO

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