Competitions are officially worthless

Competitions are officially worthless

We'll keep this one short but sweet. In fact, you only really need to read the quote in bold below. It's a biggie. So, here we go...

We had a fascinating meeting with the Marketing Director of a consumer goods giant this morning. It would be wrong to name names, but this company's high up in the Forbes Global 2000, they're a household name brand. And one line struck us hard. It should strike you hard, too:

"We need to stop doing competitions. They're worthless to us. We need to prove that the fans we're attracting to our Facebook page are willing to invest in our brand."

Take a second to let that sink in, because it's a massive, unspoken truth. Competitions might seem to work, you might collect umpteen new 'Likes', you might gather god-knows-how-many email addresses. But all you're actually doing is identifying people who want something for nothing - the very people, in fact, you should be actively eradicating from your marketing databases.

It's a really bold move from this brand, and we're delighted to be helping them explore ways of growing a real community of passionate advocates who actually want to buy their products. Because that's


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Social Media Marketers: five ways to make your Finance Director love you

Social Media Marketers: five ways to make your Finance Director love you

It's that Valentine's-y time of year but, instead of surprising your Finance Director with a bunch of red roses (we're pretty sure that kind of thing's frowned upon these days), why not give them the gift of cold, hard ROI?

Here's five simple ways you can use Social Commerce to get real, measurable results from your marketing activity.

1) Introduce an entirely new KPI to your marketing reports: revenue. There's nothing a CFO or FD wants to see more than dollars and cents on a spreadsheet. Sales figures are like Shakespearean sonnets to those folk, and rightly so: revenue pays wages, keeps roofs over heads, facilitates expansion - all that good stuff you go into business to achieve.

2) Make absolutely sure that a certain percentage of your social media marketing activity results in direct revenue. Prove that you're focused on real achievables, and that your audience is prepared to shop with you, that they're more than just 'fans' and 'followers'. Converting your fans into shoppers proves that the community you've invested in contains super-customers, people who spend money with you and urge their friends to spend money with you, too.

3) Demonstrate that social media marketing isn't just the


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