Small Business

5 Ways To Execute Your B2B Social Media Strategy

A well-run social media strategy and program at your company is like running a passenger rail system. To be successful, you need a set of social media rails on which to plan, launch, measure and, deliver your message to your target audience. For some smaller businesses, this engine may mean using a free tool, like Hootsuite. At SAP, we use an enterprise deployment tool called Sprinklr, to execute and measure our social media strategy. We’ve been able to leverage the power of an enterprise deployment tool as THE engine on…
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5 Ways To Spy On Your Competition With Twitter

Twitter is an important and free competitive intelligence tool! The CIA uses Twitter to spy. The MI5 also uses Twitter to spy on their enemies. In fact, James Bond, uses Twitter to spy on Money Penny. None of them will admit it though! James Bond doesn’t have ANY one he is following … publicly, that is. This activity is not trackable, so who really knows? I want to show you how you can use these same spy techniques to use Twitter for competitive intelligence and get the inside scoop on…
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Social Media Ideas For Craft Beer Marketing

This post is part 2 of a 3-part series on craft beer marketing. “I’ll have another” is what every craft beer bar owner or brewer wants to hear after a customer tries a new draft like Evolution’s Lot No6 Double IPA … my new sleeper DIPA! And, I hope that you said the same thing after you read the first in a 3-part series on using social media for craft beer marketing to promote your craft beer bar – CraftBeer Marketing | How To Use Social Media To Promote Your…
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How To Use Social Media For Craft Beer Marketing

Craft beer marketing for your craft beer bar mirrors small business or retail marketing and is a little more fun to do when you integrate social media into the mix! Craft beer represents only 5% of the overall beer market, but it’s pouring on more drinkers every day. Mintel reports that craft beer sales in the United States shows that sales nearly doubled between 2007 and 2012, increasing from $5.7 billion in 2007 to $12 billion in 2012. How do these craft brewers and bar connect with their customers? Many craft…
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6 Steps Build Your B2B Social Media Listening Plan

Social media listening is the new “black” when it comes to B2B strategy. I have found there are fifty shades of grey when it comes to actually understanding and implementing a social media listening program. A social  listening plan is like a supply chain, where every link is a key part of the structure to achieve success. Developing a solid end-to-end listening plan is important for your B2B social media marketing strategy to help confirm the buzz and help you focus on key priorities in real-time! 6  Key Things To…
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9 Social Media Metrics To Tell If Your Posts Suck

How can you easily measure social media ROI or social media metrics?  Call me old school, but I love the envelope when it comes to that question. The envelope is so versatile. Use your envelope to mail a birthday card (and I need to mail more birthday cards), serve as a temporary coaster for your coffee or beverage of choice, or to scribble a quick calculation!  I am sure that you have heard the phrase, “back of the envelope calculation.”. I have used an envelope to make this type of quick…
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10 Things On My Social Media UXmas List!

I hope that a simple and customer-centric social media experience is on your UXmas list for Social Santa! How cool would it be if we all were able to find these 10 skill sets, tools or executional resources under your UXmas tweethis (yes, on-purpose typo) year! Customized shrunken links … so followers and readers know what they are linking to based on how the link is ‘spelled out’! Tweets with no more than 2 hashtags … so messaging is easier to read. Tweets and posts that link to what they…
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Crafty Social Media Ways To Make Craft Beer Marketing Work

When I walked into the annual Valley Forge Craft Beer Festival by Starfish Productions last night I was not greeted as if I was walking into Cheers, but there was a great sense of craft beer camaraderie. There always is comaraderie when craft beer is involved. What a great common denominator and a very social environment beer creates! Everyone wants to share about the latest find … from the brewers to the attendees! These beer festivals are classic blocking and tackling strategy by brewers and distributer to drive product sampling….
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Local Retailers Are Doing Small Business Saturday All Wrong

Argh … I think I heard Charlie Brown say something as Lucy pulled the Small Business Saturday doormat from under his feet! Was Small Business Saturday a success? How can the next one be a success? The National Federation of Independent Businesses, or NFIB, reports that Small Business Saturdays are successful. In fact, in 2013 consumers spent $5.5 billion on one Saturday! My recent Small Business Saturday shopping adventure began with a ride on the “Small Business Saturday (American) Express” today to Media, PA – literally a train from Drexel…
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How To Avoid Griswolding Your Marketing Plan

The holidays have begun! I merrily viewed my first seasonal film, National Lampoon’s Christmas Vacation! There are so many memorable scenes in this film. My favorite scene is when Clark Griswold finally plugs in the multiple collections of lights and decorations. They illuminate and then explode! What was once success was now a public failure! That scene always reminds me of passionate B2B, B2C, SMB and SME companies and marketers with multiple stakeholders that pile on a tactic after unconnected tactic! Just think of Clark’s tangle of wires as disjointed…
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