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Magpie: Jason Cross, Incentivated Ltd

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Jason Cross shares three shiny nuggets of inspiration: the first book devoted entirely to B2B social marketing, a mapping service for the Royal Borough of Kensington & Chelsea that works perfectly on your mobile phone
and an interesting insight into Facebook adverts.


Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman

This probably crosses over in to the Marketing Society’s ‘book club’… But, it’s worth highlighting here anyway.

I’ve been trying to put together a coherent social media strategy recently. I’ve read a lot of blogs, attended a conference or two and looked at a fair few books.  Most of them are very helpful if you’re promoting a band or have a product/service that inherently appeals to tens of millions of people anyway.

Putting this together for a healthily sceptical MD to promote in a B2B environment narrows the field of useful sources of advice.  This book is definitely the best I’ve come across.

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As well as backing up a lot of good arguments for having a social media presence with case studies and statistics, the book also provides some really useful templates and guides for convincing the right people and to actually manage and, most crucially, measure/ report on what the results are once you get started.

Mapping service, for the Royal Borough of Kensington & Chelsea

A bit of shameless self-promotion this one.

A mapping service, for the Royal Borough of Kensington & Chelsea, that works perfectly on your mobile phone. The intention, ahead of the Olympic Games next year, is to highlight the hidden gems of retailers a little bit off the beaten track, and to make it a bit clearer to visitors how easy it is to get to and around Portobello Market or Notting Hill as well as High St Ken.

Zoom in, and the maps even show you the name (and link to websites, where they exist) of every shop, tube stop, bus stop and ‘boris bike’ docking station!

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Reinforcing the choice of a website, by RBKC, at a recent mobile marketing event, Ian Carrington, Google’s EMEA head of mobile, highlighted the fact that >50% of website visits on mobile phones originate from a search engine, and >80% of the sites that Google then send people to are not currently optimised for mobile.

At the same event, Ashley Highfield, from Microsoft, highlighted that – in mobile, as with other channels – marketing messages have to be about the consumer. Companies should be device agnostic, not creating marketing tools based upon a specific device.

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Sticking with mobile,  I note this from the BBC > if you have an Android phone, do join in and see if we can crowd-source the truth about the patchiness of mobile networks across the UK!!

If accessing these 2D/ QR codes from your phone still confuse you, here’s a quick (very quick) primer:

To get a bit of software (app = but this can be for any phone, not just iPhone etc) then send the text message CODE to phone number 62233. We will send you a text message back with a link to a good reader for your phone.

Download it and save it.

Open up the software.. it will activate the camera on your phone.. move the phone so that the QR code is fully visible within the guidelines on the phone screen (like an old-fashioned camera focus) and the software should automatically recognise the code and switch straight to the website that has been encoded.

Here’s one for the Marketing Society blog website,that you can try out:

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Facebook Adverts

Finally, a little nugget from a social media conference, mentioned earlier, that interested me about Facebook adverts:

Apparently, no one is clicking on them. Probably that isn’t much of a surprise to you. More interesting is that this lack of behaviour is leading to their increased use as a (cheap) tool for raising awareness, rather than for generating actual interaction.

Some average CTRs highlighted at a recent social media conference, explain why:

Typical web banner    0.09%

Google adwords    ~ 2%

Facebook        0.051%

So you can have your “ad” be seen by 40 people (for free!) for every click compared to a Google ad. A Facebook click probably only costs a few pence as well, compared to the couple of pounds (and up) adwords now costs most of us.

Hence the large proportion of desperate dating sites and “FB cash” games that seem to appear ad nauseam on the right hand margin of Facebook?!!

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