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I was inspired to write this post after reading a list of blog writing topics which included summarizing your marketing content for the quarter. Unfortunately, I can’t remember where I read the list. It could have been HubSpot or ProBlogger or B2B Social Media – all good resources.
I also meant to write this post last month. While Michelle Taylor has encouraged me to avoid becoming a lapsed blogger, I must admit to still being a bit of a procrastinating blogger.
Without further ado, here is a recap of content we’ve created and insights we’ve shared thus far in 2011.
In January, we released our eighth annual survey of nearly 1,500 marketers and asked, ‘How engaged is your brand’? Some of the results were surprising. While 75% of respondents expect social media budgets to increase, only 30% are regularly reporting on social media conversations around their brand. Other areas where marketers admit weakness is in analytical reporting and website customization.
February brings the most anticipated US sporting and advertising event, the Super Bowl. For the second year, Alterian analyzed the buzz around Super Bowl sponsors before, during and after the game. Social conversations around advertising brands were up 40% this year over last. Some of the most talked about brands included Chrysler, Doritos, Groupon, Pepsi, Mars and Volkswagen. As you may recall, there was a bit of controversy surrounding Groupon’s ad. While our analysis ranked Groupon 2nd for social reach, they came in dead last at 35 for positive sentiment. You can check out detailed analysis by brand on the Buzz Bowl page or listen to the follow up webinar presented by Scott Briggs with full long-tail analysis.
Creating Engaging Email eBook Series
Together with David Daniels of The Relevancy Group, Alterian launched the eBook series, Creating Engaging Email. The first eBook focuses on Driving Subscriber Acquisition and one of the key takeaways for me is the idea of creating a welcome campaign. Just because you gain a subscriber, doesn’t mean you will keep them as one. Bring new subscribers into the fold by tailoring a series of messages to welcome, nudge and nourish them before adding to the general pool of subscribers.
(Note: The second eBook on Segmentation and Targeting was just released in April.)
Social Media and Compliance for Health Care Marketing
As the Annual Survey noted, marketers are investing heavily in social media. While branching into the social space can be daunting for any marketer, those in the healthcare industry face a unique set of challenges. Not only must they deliver the right message to customers where they want to be reached and in an engaging and authentic manner…they must also do so while complying with FDA regulations. Together with Rosetta and Johnson & Johnson Vision Care, Inc., Alterian hosted a webinar to dive into the topic of social media compliance for health care marketing and focus specifically on challenges, opportunities, best practices and real-world examples.
So that’s what been happening here at Alterian from January through March. We have a head start into the second quarter with a lot of great new content to share. One of my favorites is the newly launched ‘How To’ of Social Media eBook Series.
