Category Archives: Strategy

HOW CAN SMALL BUSINESSES INCREASE ORGANIC REACH ON FACEBOOK?

How can small businesses increase organic reach on Facebook?

There’s a strategic way small businesses can increase organic reach on Facebook with minimum costs despite its push for paid posts and other issues cited in “The problem with Facebook” video.

“The Problem with Facebook” is an insightful video that raises the right kind of questions. I agree that the filtering / surfacing of feeds of friends should be better, more relevant, and ultimately decided by us, the users. Regarding the business side, now that Facebook is saying it’s time to pay rent, I think businesses should not just focus on the question of ‘Should I stay on Facebook or should I go?”

How small business can address "The problem with Facebook"
Now that Facebook is saying it’s time to pay rent, I think businesses should not just focus on the question of ‘Should I stay on Facebook or should I go?”

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Content machine or content brand?

What’s in a name: content strategy, content marketing, content brand

I enjoyed the Gamification course last year on Coursera, so I decided to take up another course: Content Strategy for Professionals. While it is already what I do (having naturally blossomed from my work on social business strategy, digital strategy, online marketing, and copywriting), I think it’s still worth my time to find out how it was approached in the academe, and if there were any new things I can learn.

In one of the video lectures, Content Strategy was laid out as “…credible, trustworthy, transparent content that enhances the organization’s strategic goals.” This definition generated a lot of questions and discussion in the course forum. The general criticism was that it seemed to imply that content strategy is a characteristic of content rather then the plan or framework that guides content creation and implementation. A lot of students favoured Kristina Halvorson’s definition of content strategy cited below in my own reply to this discussion thread. Others also raised questions to how content strategy was differentiated from content marketing.

What’s in a name: content strategy or content marketing? How about content brand? In essence, I agree with the general criticism but do think that Halvorson’s definition doesn’t contradict the course definition. I find the perspective on content marketing too one-dimensional, and I’d rather move the discussion towards how a good content strategy should aspire for the creation of a great content brand. Below is my detailed response: Continue reading

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Altimeter report: The state of social business 2013

“What was previously a series of initiatives driven by marketing and PR is now evolving into a social business movement that looks to scale and integrate social across the organization. The following report reveals how businesses are expanding social efforts and investments. As social approaches its first decade of enterprise integration, we still see experimentation in models and approach. There is no one way to become a social business. Instead, social businesses evolve through a series of stages that ultimately align social media strategies with business goals.” – Altimeter Group

Some highlights: Continue reading

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Five good reads: handy content strategy checklists, nothing-to-hide privacy, don’t shortchange framing the question

1. 3 Angles to Create Magnetic Content with the Triangle of Relevance
http://www.convinceandconvert.com/content-marketing-2/3-angles-to-create-magnetic-content-with-the-triangle-of-relevance/

Before diving into content planning, consider the Triangle of Relevance approach: “a content strategy principle incorporating three angles – business interest, user interest, and time significance – to maximize relevance and magnetize content, creating user action.”

content strategy triangle of relevance by angie schottmuller
Source: http://www.convinceandconvert.com/wp-content/uploads/2011/03/content-strategy-triangle-of-relevance-by-angie-schottmuller.png

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Five good reads: Mar. 25-31

In a nutshell:  Open Badges for getting “recognition of the skills you learn everywhere”, the need for postnormal strategies, Social TV, Twitter engagement infographic, and “a rant in praise of the unremarkable”.

1. Open Badges
http://openbadges.org/

Way better than LinkedIn endorsements, I hope this will soon get the popular acceptance it deserves. Badges are digital records of skills, achievements and participation. Mozilla Open Badges is a “free software and an open technical standard any organization can use to create, issue and verify digital badges.” You can join badges together “to tell the full story of your skills and achievement.” You can collect them from multiple off- and online sources and display them on different platforms and channels.

Open Badges
Screenshot from http://openbadges.org/about/

2. Postnormal Disruption Calls For Postnormal Strategy
http://stoweboyd.com/post/45992961894/postnormal-disruption-calls-for-postnormal-strategy
Long-term strategic planning is obsolete. Near term strategies based around speculative design is the only hope, and yes, companies should be looking for ‘truth tellers’ who have consistently presaged major market shifts. That vision, to see the ‘turning point’ in markets, is the only means to future proof a company, now, not planning.

3.  Studying WWE’s playbook for social TV: Brands that reorganize their entire company around social experiences
http://blog.aboutecho.com/2013/03/08/austin-chronicle-studying-wwes-playbook-for-social-tv-brands-that-reorganize-their-entire-company-around-social-experiences/
Successful social brands reorganise their business around the telling of stories that are important for fans.

Excerpts:

“The real key lies in breaking down the office walls between the TV operation and the Web office. As time goes on, …“The social group, content creation, and engineering will form one group, and you will not be able to distinguish them.” That way, he said, “When I’m creating content, I’m already creating social.”

“The approach was not that there was just a social media department, but every piece of that business, right from the top to the creative teams to the live events staff to the writers to the superstars themselves, now have a stake in telling that story for the fans that really expect it on a 24/7 basis.”

4. A Rant: In Praise of The Unremarkable
http://www.businessesgrow.com/2013/03/31/a-rant-in-praise-of-the-unremarkable/

One of the most honest posts I’ve seen in a long time. No “rainbow bombs” whatsoever.

5. Infographic: Twitter Tweet Cheat Sheet To Increase Engagement
http://www.linchpinseo.com/infographic-twitter-tweet-cheat-sheet

Nice overview of Twitter engagement data that can be useful for your content strategy.

Twitter Cheat Sheet

Twitter Cheat Sheet , an infographic by Linchpin Digital PR

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Top 5 links of the week: March 18-24

Selected links on: apps as cost-cutting tool, “the right to bitch”, Facebook’s midlife crisis, how data is not always equal to strategy, and a master list of companies renting and trading in today’s ‘collaborative economy’.

1. Apps: The New Corporate Cost-Cutting Tool
http://online.wsj.com/article/SB10001424127887324678604578342690461080894.html

Apps are the new cost-cutting tool…but are they meant to replace workers, too? How do both employees and consumers feel about this development? In a related article, Dennis K. Berman poses the following questions for companies that want to be more serious with apps:

  • How can I use app technology to make things better for my customers first — and my business second.
  • Can I afford not to play in this game? What expectations are my competitors creating?
  • Am I ready to be in the “technology business” — willing to invest to continually adapt their content and platform? (In the faded days of…six months ago, it was easy to design for the iPad only. That’s rapidly changing as alternatives proliferate.)

2. ING Direct CEO Gives Employees “The Right to Bitch”
http://www.jmorganmarketing.com/ing-direct-ceo-right-to-bitch

It’s brave to make the right to complain a company policy, but braver still to heed the duty to listen and act on the issues that arise from this right.  Enabling your employees to freely air their concerns is essential in becoming a social business.

culture of openness
Source: http://blog.ingdirect.ca/2013/02/04/the-right-to-bitch/

3. Welcome To Facebook’s Midlife Crisis
http://www.buzzfeed.com/jwherrman/this-is-facebooks-midlife-crisis

How can Facebook make the experience of staying on Facebook more compelling than just creating an account?

4. Data is not always a substitute for strategy
http://www.linkedin.com/today/post/article/20130316190832-2293107-data-is-not-always-a-substitute-for-strategy

Steven Sinofsky writes: “While data can inform choices, no one is saying it is the only way to make a choice or that those making products should only defer to data. Product development is a complex mix of science and intuition. Data represents part of that mix, but not the whole of it.”

5. The Master List of the Collaborative Economy: Rent and Trade Everything
http://www.web-strategist.com/blog/2013/02/24/the-master-list-of-the-collaborative-economy-rent-and-trade-everything/

Jeremiah Owyang is leading a research effort on the Collaborative Economy. Based on what he has seen so far, he believes that “(T)o stay relevant with this unstoppable trend, every corporation must evaluate a business model of renting, lending, or gifting their products and services.” Bookmark this if you want to keep tabs of companies that are trading and renting. You’ll be surprised to know just how many there are out there! (The list contains mostly US-based business.)

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