yBC Insight tackles industry issues
This month, we’re in the midst of a very interesting research project for an industry organisation based in Brussels. It involves listening in online to gather intelligence related to their issues – and the early results suggest it’s going to get them a whole lot of information they aren’t getting from any other source.
Video keeps online comms on-message
When bloggers pick up company press releases, more than ¾ of them distort the original company message, according to research from PR firm Burston Marsteller and reported in Emarketer. Burson-Marsteller looked at over 150 messages sent out by FT Global 100 firms, and discovered a significant gap between the message and the coverage. Distortion was highest
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Gap teaches us “community” is a reality that needs dealing with
If you follow business news you’ll have witnessed some interesting issues management by Gap of late. Whether you think what happened is right or wrong, there is I think a greater lesson for everyone in business today. That’s the fact that today a (relatively small) group of customers can make a big noise and derail
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Connie Bensen, yBC’s reporter at Blogworld
This month the big news in social media marketing is Blogworld, the world’s largest social media conference, and it’s happening in Las Vegas over the next few days. For the many people who can’t make the event, the good news is that yourBusinessChannel has got its very own insider and she’ll be keeping us posted with all
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yBC’s social media is still about selling
Hopefully I’m not the only one who’s at a loss about how to have an engaging, authentic, non-selling, non-interrupting conversation with someone that ultimately leads to a sale and therefore justifies the expenditure? That’s what comes from spending an hour reading too many social media blogs. It’s Catch 22 – must engage but can’t talk
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All social media is not created equal
If you follow the debate around social media, you’ll know there are a lot of gurus who argue passionately that “social” is the way to go. What intrigues me is the broad array of examples they use to make the case for “doing social media” – they are so diverse it’s comparable to advocating “doing
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Engagement through participation
Looking through the footage we shot at Alterian’s Engaging Times summit in Chicago, one thing is clear. Leading companies have rethought engagement and they’re a long way ahead of the pack. Instead of thinking about “engagement” in terms of “exposure to the marketing message”, either on a webpage, not unsubscribing to an email or being
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1:1 video sales tool achieving high response rates
Recently yBC.tv reviewed our performance to generate some data for a pitch. There is one sales statistic that stood out – 40%. That’s the open rate so far for DM emails containing video content presented our VIP player, which we are trialling internally and with a couple of PLCs in the B2B space. We are
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Why social media marketing is the smart option
The internet is a game changer for many businesses, including yours. You know it, but do you believe it? Here are some stats to convince you digital media is a force you need to reckon with. Social media is now officially more popular than porn on the internet. Universal McCann study finds 33% of social
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While it’s the creative B2C campaigns that get all the media attention, B2B companies are getting great results using social media as well – but in a different way.
Companies that have succeeded recognise that the B2B sales process has changed. Professionals research products and services online. They seek opinions from their peers on forums like LinkedIn. They will engage with intelligent comment from experts that helps them understand a solution. Smart companies like IBM, arguably one of the leaders in this area, recognise
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