Upcoming Events
Event Date Location

Digital Summit Phoenix

02/04/2015 - 02/05/2015 Acottsdale AZ

Mobile World Congress

03/02/2015 - 03/05/2015 Barcelona .

SXSW 2015

03/13/2015 - 03/21/2015 Austin TX

Enterprise Connect

03/16/2015 - 03/19/2015 Kissimmee FL

Agenda 15

03/30/2015 - 04/01/2015 Amelia Island FL

How Social Media Marketing Will Change in 2015

Huffington Post

Eight years ago I began my career as a social media marketer. To give this time frame some context, the year was 2007. Myspace was king, as was Digg, both of which are totally obscure today. Facebook was on the rise, Twitter was virtually unknown and Instagram, Google+, Snapchat, Pinterest and Vine didn’t exist.

It’s also important to note that when I say I’m a “social media marketer,” it’s important to emphasize that I began my career working with a credible and reputable agency, which is a far-cry from the fly-by-night so-called ‘social media guru’s’ who run around the Internet these days prophesying about things they have no experience in.

In the 8 years since I’ve started my career, I’ve seen social media marketing change quite a bit, but I have yet to see any of the big changes that will take place this year.

In 2015, social media marketing will change in a major way.

Here’s how you will need to adjust your strategy to stay ahead of the game:

1. Forget the Following:
For the past eight years, businesses have been enticed by social media sites to build their audiences on their platforms. Facebook was the first to roll out an ad platform that allowed page admins to advertise their pages to attract more fans. On a more organic level, many businesses, blogs and personal brands have built their followings through years of shareable content and consistent posting. This all sounds like a perfect recipe for success right? In the end you reap the reward of thousands or millions of fans you can leverage to share and spread your content for free. Here’s the problem… This no longer works and hasn’t worked for years, yet marketers, agencies and businesses are continuing down this terrible bridge to nowhere. It no longer works because social media feeds are crowded more now than ever before. More users have joined as well as businesses, so your ability to compete for attention is now at an all-time low. That being said, don’t waste your time building your following anymore. While it’s still important, keep these efforts in the back of your mind because you’re not going to get the organic reach you once did years ago.

2. Pay to Play:
Once upon a time, I fell in love with the fantasy that social media was free like everybody else, until I realized that it wasn’t. In 2015, you will need to embrace advertising. I’ve talked a lot about Facebook, and I’m about to do it again. Facebook and YouTube have fantastic ad platforms. Give them a try. The thing about advertising that I want to very heavily emphasize is that success in social media in 2015 and beyond will weigh heavily on brand’s being able to develop shareable content and disseminate it quickly. Brands will also need to control the velocity at which content spreads and stays alive in the social space. This is why advertising is so critical. It gives brands the ability to toss out several pieces of content, advertise them, see which ones perform the best and then fire on all cylinders with a larger ad spend to keep things moving. As you consistently pump out content in 2015 that increases in engagement, your following will grow organically and because your content is being engaged with more heavily, it will have a higher organic reach.

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Ad Tech’s Simplification Challenge

Digiday

Machine buying has already transformed advertising and media, but we in the industry are holding back its full expression by focusing too much on the how and not the why.

An inside baseball conference or panel is littered with the jargon of the day: APIs, RTB, DSP, SSP, QPS, S2S. The short-hand makes for efficient conversation for the initiated, but leaves the true end customer — the CMO, CEO, or CFO of the Fortune 1000 brand – annoyed. And rightfully so. We’re like the foodies in Portlandia, tracking the provenance of a chicken down to its local roots, boring our tablemates by extolling the virtues of free-range, grain-fed, and heirloom New Hampshire Red poultry.

Social Media Marketing: Build Your Chops

ClickZ, 4/13/11

Quick: What’s the hottest trend in social technology making its way into business?

Answer: Change.

So how do you stay current? How do you develop skills you know you need and keep them up-to-date? How can you do this in a way that the people around you can replicate (so that you can scale yourself…), and all in a way that is efficient and fits within your training budget? This week let’s examine some options.

First, of course, there is the social web: you can participate. Even if you have zero interest in telling your friends that you’re standing in line at Starbucks, just do it. See if you can “cipher” the rationale for those who do it regularly. When you read that kind of post, do you think to yourself “C’mon…get a life!” Try it yourself a few times, and look at it from the perspective of the person posting: if you were standing in that line, right now, you could be making a new friend. Which means you could also be meeting a new customer. Understanding social technology is like understanding a square dance: it makes a lot more sense when you’re in the middle of it right along with everyone else.

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