Six Social Champions from across Europe will share their tips, tricks and expertise, battling to be crowned #TheSocialInfluencer.
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Everything has changed…
The age of the sales funnel is long gone. In its place is the customer’s journey where buyers are no longer relying on traditional sales material or advertising to make up their minds – but on a whole host of different resources including social media channels.
It makes life for marketers difficult because there is no longer a single direct route to customers. And making matters even more complex, no one potential buyer has all the power; buying decisions are increasingly made by ‘committees’ these days.
So how do we address this seismic shift in power?
One key strategy is where we choose to publish our content. It’s essential to leverage the correct channels to ensure that our content is available at every stage of the customer’s journey; content that will inherently appeal to each influencer involved in the buying process because we’ve mapped out their individual journeys and personas.
But which channels should we choose to create and target content for?
There are so many to choose from, right? From the ‘Big Four’ (LinkedIn, Facebook, Twitter and YouTube) to visual-driven channels including Instagram and Vine, there are multiple channels all vying for our attention.
It’s down to the CMO and their marketing team to draw up an effective deployment strategy. Though the “Big Four” will already figure large in your existing strategies, it’s best to research where your customers enjoy ‘hanging out’ when online; where they are exchanging opinions with their peers – and then creating content that can plug into that channel and resonate with customers.
Bear in mind too that consumer attention spans are shrinking:
Tablet sales growth year-on-year (Q4 2012 vs. 2013)
PC sales decline year-on-year (Q4 2012 vs. 2013)
Author: Henrik Sandberg
Often, we talk about social media as a big box. But social media is as different as day and night - therefore you should consider, very carefully, where you publish your articles.
Author: Ira Reckenthäler
Because the ways in which media are used are continuously changing, and at the same time digital media are rapidly becoming ever more diverse, it is possible to publish and distribute content simultaneously via numerous different platforms. But how do you identify the right channel and how can you ensure that your desired target group can be reached via a specific channel?
Author: Grégory Pouy
Social media is an interesting and complex area that can lead marketers to raise a great variety of questions - but hardly the only one that matters.
Author: Lilach Bullock
So you have your content masterpiece in front of you and you’re ready to share it with the world! But where do you start? And how do you get the right people to read it? Well, quite simply, publish where you audience actually is, and not just where you think they should be.
Author: Steve Welsh
Now its time to get creative and concentrate on how we are going to publish our content so it can be found and absorbed by our target market.
Author: Dick Raman
Consumers want to do more and more on their phone. They will do most of their online activities on their phone in the future. Thanks to technology, we’re experiencing a major paradigm shift. The immediacy of mobile text messaging and social media is changing the way we as marketers should approach our campaigns.
Author: Mattias Drefs, Social Media Marketing Director, Oracle
New, visual networks like Pinterest, Instagram and Vine are exploding - is this the future of social media?
Author: Bianca Pauna, Social Media Coordinator, Applications, Oracle
Like great comedy, great social media postings are all about timing. But what are the optimum times and how do you coordinate your postings across the world?
Author: Kimberley Brind, Global Social Marketing Leader, Oracle
PC sales are in decline, replaced by a dramatic uptake in mobiles and tablets – but are your social media marketing campaigns fit for consumption on mobile devices?
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