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A great example of a company removing registration friction for a business audience is the online media division of The Business Journals. Since deploying Janrain Engage Social Login in June, they have reported a 12% increase in site registrations across 40 online properties.

Will social media play an important role for B2B marketers in the near future? We believe so and are seeing a growing interest from technology solution providers and other organizations that want to add a social element to their B2B website and marketing efforts. In Forrester’s report: Market Overview: 2011 Social Media Platforms For B2B Tech Marketing, they indicate: Today, there is increased demand for social media platforms from B2B tech marketers that are using social media tactics to engage with business technology buyers.

Most of your content is getting lost in the shuffle. Recycle it! Let the customer’s social activity tell you what they prefer. Engagement in social is good, but not if that’s all you get. Some top brands have made the transition to acting like publishers with dedicated internal and external teams cranking out content.

Top tactics used by savvy publishing brands are: Storytelling – high quality engaging content on an going basis Infographic Creation – relevant lists and how to’s Visual Content Marketing – compelling visuals eBook Creation – great for lead generation eMailer Personalization – targeting with relevance and being the information / education source Content Curation within an Industry – keep people coming to you because you find what’s hot and important to your customers, making it easy for them to keep current Webinars / Pod Casts / Google Hangouts – establishes authority Slide Share Presos – extends your corporate social graph and thought leadership Case Studies – SEO value and high share currency Videos to Motion Infographics – video is growing

Brands have a need for smart content routing and unique displays which enable them to maximize customer engagement and experience at every touch point, increasing site participation, and garnering higher social share just begs to get fracked.

As might be expected in a difficult economy, lead generation topped all digital budget categories with almost 27% followed by display/banner at just under 20% and search at almost 19%.   As to what is driving digital media investments in 2012, audience composition, ROI and measurement capabilities, audience reach, and data targeting were selected by more than three-quarters of the respondents.By a wide margin, click through rate is the most important factor in campaign success with cost-per-engagement and interaction rate almost equal in importance.

Content marketing, which includes white papers, case studies, videos, custom websites, video and white papers, is among tech marketers’ top five spending priorities for 2012.  Led by collateral at 71%, followed by webcasts/virtual events at 61%, videos at 59%, research at 55%, and articles/features at 54%, marketers are investing in a wide variety of content marketing or custom programs.  Agencies are much mo

s for social media, YouTube and Facebook lead all platforms with LinkedIn, Google+ and Twitter not as popular. Among BtoB respondents, 53% found social extremely/very valuable for finding relevant technology content on the Web, which is double the 2010 figure.  Not surprisingly, 18- to 34-year-olds are most active with social media.  According to all users in the IDG survey, 60% rely most on tech sites, 46% peers or colleagues, and 43% independent tech journalists/bloggers.

4. QuintlyQuintly is a social media benchmarking and analytics solution that tracks and compares the performance of your social media marketing activities. Whether you are using Facebook, Twitter, YouTube, Google+, or all of them, their tool visualizes and checks your social marketing success, benchmarking your numbers against your competitors or best practices.

Consumers say the types of social content they value most from brands are posts about discounts/sales (72% say so) and posts that showcase new products/services (60%). In contrast, marketers say the types of social content they share most are posts that teach something (61% say so) and posts that tell a story (58%).

There is a significant disconnect between what marketers post to social media and what consumers want brands to post, according to recent research from Sprout Social. The report was based on data from a survey conducted in April and May 2018 among 1,253 consumers and 2,060 social media marketers.

1. Have a game plan

develop a strategic plan

adding too many social buttons to your pages and posts has the potential to slow things down and cripple decision making.

That all makes sense given separate results from the same survey indicating that 71% of company marketers plan to increase their digital marketing budgets this year.

Content marketing edges SEO (65%) and email marketing for engagement/retention (also 65%) as the most popular digital channel tabbed for a budget increase.

Other digital channels and disciplines to get a budget hike this year include social media investment (for engagement/retention – 62%), mobile marketing (for acquisition – 61%), and social media investment (for acquisition – 61%).

Colleges try to leverage the social media savvy of their students with “social media ambassador” programs that help them advertise to prospective new students, raise the schools’ profiles, and educate their current students about school programs. And for some influencers, like Giannulli, college can be a windfall, landing them brand deals to market dorm furnishings, Victoria’s Secret underwear, and tooth-straightening solutions to their fellow students. For others, college just gets in the way of their real passion.

Becoming a social media star is the fourth most popular career aspiration for Gen Z

watching on-campus vloggers is how many students get a sense of the university’s culture—sort of like a franker, digital version of a campus tour.

Report Highlights Overview of needs, market definitions, overview of brands, agencies, and software providers. Three framework graphics ideal for powerpoint:  Converged Media venn, use case workflow, criteria checklist. Checklist of 11 criteria required for converged media success. Four real world case studies bringing this concept to life from four leading brands. Pragmatic recommendations for marketing leaders for internal needs, agency strategy, and vendor deployment. Vendor showcase of ten technology providers who are seeking to solve this opportunity.

80 percent of companies believe they deliver superior customer service, only 8 percent of customers agree,

If a consumer contacts a business with a question or complaint, they typically expect a response within the hour. However, a Social Media Marketing University (SMMU) survey conducted in February shows that only 17 percent of businesses respond to customer complaints via social media within that hour time period and a surprising 21 percent of businesses never respond at all,

11 percent of brands have lost revenue, 15 percent have lost customers, and 26 percent have tarnished reputations, all because of negative comments on social media.

In a market economy, the focus is on transactions. In a gift economy, the focus is on relationships.

In a market economy, people use money as a medium of exchange — a financial currency. In a gift economy, people use social currencies.

Social media are fundamentally gift economies. People are there to cultivate relationships, not conduct transactions. They exchange social currencies, not financial currencies. And status is earned not bought.

86 percent of marketers say they will own the end-to-end customer experience by 2020. To accomplish this, the report found that marketing leaders must have a single view of the customer that allows them to engage in two-way, personalized conversations across technologies, locations, and physical objects.

Marketing complexity is growing: More than half of respondents believe the accelerating pace of technological change, mobile lifestyles, and an explosion of potential marketing channels via the Internet of Things (IoT) will change the field the most by 2020. This is driven by the billions of possible interactions these channels will create between a company and its customers.

The top marketing channels are those that can be personalized: The top channels to the customer in 2020 will be social media (63% of respondents), the World Wide Web (53%), mobile apps (47%), and mobile web (46%).

Why are marketers stuck in 2010? There are four reasons:The crushing pace of technological change — A feeling of helplessness about the pace of change leads to uncertainty about direction, effectiveness, and even personal relevance as a marketing leader. Marketers rely on what they’ve always done because they don’t understand the changing world.

Over-reliance on technology and automation — Today, marketing has become a glorified IT department. Marketing decisions are being made by statisticians and data scientists in ways that may increase efficiency – and maybe even sales leads — but drive us away from the heart of our customers.

Organizational paralysis — Companies formed departments and teams years ago to work on social media, content, and other initiatives that don’t work like they used to. Becoming “locked-in” to marketing tactics that simply don’t work any longer might be due to outdated agency relationships, organizational resistance, cultural obstinance, lack of skilled leadership, relentless bureaucracy … or some combination of these factors.