Wednesday, July 7, 2010












Social Media Marketing Platform�








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Every time we add a new feature to






1. How many messages that were repleed to had negative (or positive) sentiments?



2. How many conversation happened with originator or with a retweeter?


3. What is the impact of this Retweeter for my overall campaign (is he/she an amplifier?). For my account?


4. What are the stats from RTs that I do for a particular keyword?


5. If I share the tweet of a keyword on other channels, how does it match up?


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As can be seen, over and beyond the ability to use your groups of messages by keywords, ObjectiveMarketer allows you to get more insightful about the actions that you take on these keywords. This is because, all the actions on the monitored keywords are completely tied to the campaigns in ObjectiveMarketer.


Listening, when accompanied with measurable actions, makes it a complete engagement process.


If you are interested to learn more about ObjectiveMarketer, sign up for FREE 30 days trial at .


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Filed under� // � Engagement Streams�� Social Media Campaigns�� Social Media Marketing�� Social Streams��



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[Press Release]


March 09, 2010, 3:20PM


Redwood City, CA based leading social media marketing provider, ObjectiveMarketer partners with Canada based internet marketing agency, MarketingHits to provide a full range of services to small and medium sized businesses that are using social media as a strategic communication channel.


ObjectiveMarketer offers sophisticated technology that helps social media marketers to manage, execute and measure campaigns across multiple social media channels. �The comprehensive platform is integrated with contents, including landing pages, polls, media gallery, distribution lists etc, provides seamless integration with Google Analytics, and link tagging with Omniture and Coremetrics, besides advanced analytics, thus offering an end-to-end integrated product for businesses to efficiently manage social media �campaigns. With features that offer effective management of channels, and resources, insightful analytics and opportunities to expand brand presence, ObjectiveMarketer makes it easy for social media marketers to execute their social media campaigns, and to gain visibility into the returns.


According to Amita Paul, CEO of ObjectiveMarketer, “The partnership of ObjectiveMarketer with MarketingHits will further strengthen ObjectiveMarketer’s offering and help interested customers to leverage the services of the agency in planning, and formulating their social media campaigns.” �“The strategic partnership of MarketingHits & ObjectiveMarketer�will help us to deliver the tools�small / medium sized businesses need to�find new customers within social media”, adds Brian Yanish, CEO of MarketingHits.


ObjectiveMarketer is using the association to promote its technology solution to businesses in Canada, as it has a very high adoption rate for social media, and is growing at an equally fast rate. “We have brands ranging from fortune 100 companies to small and medium sized businesses using our product; and from across the globe. When robust technology meets high quality services, businesses benefit and that is what we aim to achieve”, adds Ms Paul. To contact ObjectiveMarketer for partnership opportunities, visit the company website at info@objectivemarketer.com for more information about the product and pricing.


About MarketingHits


MarketingHits is a growing internet marketing firm providing Internet Branding, Website Design, Search Engine Optimization and Web Marketing solutions to North American companies. �Contrary to its competitors, MarketingHits has been successful by focusing on the Marketing Objectives first, and building platforms to achieve those objectives. �MarketingHits also has a dedicated research initiative to ensure that all aspects of the marketing plan are in line with the project goals, and incorporate new off the shelf, and specifically invented software.


MarketingHits has been working with Social Media Strategies since 2008, and has always studied social media trends, and identified potential business applications. �The goal is to use social media messages to harness the power of these new marketing and communication channels.


- – - – -


Media Contact:


For ObjectiveMarketer:


Amita Paul


650-587-5185


amita@objectivemarketer.com


website: ideas@marketinghits.com
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Social Media is redefining communication.�Probably, the only other invention that had a similar impact on the way we communicate was when round tables were created that allowed people to sit around and talk.��Well, this post is not about "Why Social Media" .. it is in fact about "Social Media Is. Now what?".


Businesses are embracing Social Media as a strategic channel to reach out, or meet their customers.�What is yet to be seen in Social Media, is its acceptance or rather, adoption as a�process. � The 4x5 primer listed below, emphasizes the process approach of social media, and suggest what organizations must do to make social media, easy and effective for them.�So, keep your checklist ready!�


Step 1: Assessment�








Step 1 - Assess your environment




  1. Audience�- Start with identifying your user segments, and the persona across multiple channels.

  2. Channels�-Your understanding of your audience will give you a very good idea of where they hang out the most. Instead of trying to build your brand across all the channels, it is very important to apply the 80-20 and focus on the channel that you understand the best, and are most likely to find your audience.

  3. Internal Staff�- Social Media is an external facing, very strategic function. It is important that from early on put a person on the social media staff someone, who understands your business, and is great in relationship / and building connections.

  4. Approach�- Define in the beginning what your approach will be- Set the tone for your brands and your approach to reach out. Whether pro-actively sharing information, or responding to a query - your approach should determine your strategies during the campaigns.

  5. Goals / Metrics�- Define your success - A baseline goal that can be extrapolated and tied up to strategic goals.


Step 2: Planning�








Step 2 - Planning




  1. Campaigns�- What campaigns do you plan to run? Will it be promotional or informational? Does it need to be viral, and what is the goal of your campaign? How long will it run? A campaign creates the stream of communication a brand makes with audience - and it should be well planned.

  2. Content�- Each channel has its unique characteristics and limitations. How best can you make your brand, and message visible within those unique / limiting conditions. Identify content that can be integrated with your messages, get creative - if pictures work better, use them. Or create videos, or Polls .. Extend the reach of your campaigns with content that resonates with your audience.

  3. Schedule�- How do you time your campaigns? What is the right time to start running a campaign, and what interval is the best. Plan, modify and plan again - until you have found the schedule for your campaigns that get most visibility.

  4. Workflow�- It is very important to decide upon the workflow, before execution. How the trends should be monitored, what actions need to be taken etc. A coordinated and collaborative team is key to the success of social media.

  5. Rules and Policies�- If you have not, create a one-pager code of ethics for your social media team. Do not go over board, but, ensure that your team understands the do's and don'ts. Remember, your reputation is stake, each time a message is shared - and damage control may be very expensive.


Step 3: Execution�








Step 3 - Execution of the Plan




  1. Release -�Be ready to receive all kinds of reactions, including none (which, is the worst). If you have followed the 10 steps above, releasing a campaign is a small task. Just keep prepared for the follow-up actions.

  2. Monitor -�Constantly monitor for mentions of keywords that relate to your business. Understand the trend, and the underlying pattern. Identify the impact of your campaign on the trends.

  3. Engage -�This is one step that cannot be missed, whether or not, you have run a campaign. But, if you have run a campaign, say, about product launch - you must have your staff ready to respond to product questions, answer support calls, or be available when your audience needs you. It is not necessary to be available 24x7, but, predictable pattern of response and engaging in an 1-1 communication, can be very rewarding.

  4. Influence -�Your audience is looking up to you for information that they do not know, or to understand your ideas and vision. It is very important that your messages have an attribute and tone to influence your audience.

  5. Manage -�It is very important to have a common vision and integrated way to manage your planning, execution and evaluation.


Step 4: Evaluation�








Step 4- Measure, Measure and Measure!




  1. Performance�- Great that we had the best video remixed, and shared. Did we meet our goals? To understand how your campaigns performed, and what you need to modify in future, it is important to measure the performance in great detail, evaluated next to the goals and metrics set in the beginning.

  2. Issues -�How did you respond to the issues? What were the problems in running the campaigns, is the workflow not working? Spend time to note down and understand why, if there were any, these issues arose and how could they be reduced.

  3. Influencers -�Know and keep your influencers close. Social Media offers a great way to promote your brand via your nfluencers. Identify the hub and the network of �influence.

  4. Workflow -�As the workflow is important in planning and executing a campaign, it is equally important to setup a follow-up workflow. The key function will be to work with other channels, and build the bigger picture of integrated marketing channel.

  5. Benchmark -�Once, you have measure the performance of your own campaigns, set them up as your benchmark. This allows you to chase your own goals, and modify them to do better.


The above list very concisely covers the 4 important areas of social media process. If you believe, something is missing, feel free to comment. And, if you have examples, do put them in comment or send us an email atinfo@objectivemarketer.com�More on the detailed analysis, in subsequent posts.


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Filed under� // � ObjectiveMarketer�� Social Media�� Strategy��



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ExactTarget’s 1.������ This confirms social as legitimate, mainstream, and permanent. For all businesses that have even an iota of doubt, this announcement puts a stop to all the questions raised about the legitimacy of social media as a viable marketing channel


2.������ Integration and not silos will make Enterprises invest in social media. The acquisition of CoTweet by ExactTarget announces the beginning of an integrated marketing experience for enterprise and users alike. �


In last one year, Twitter has evolved as a primary and viable marketing channel. The success of early adopters like has caused even the traditional marketing giants to adopt social media in a big way.


The biggest problem with social media today is that it is still an isolated function –one that is not a part of the bigger strategic picture, is still very ad hoc, and lacks result driven processes. �All this year being a marketer, the biggest challenge has been to reach the customers on the channels of their choice without being too pushy. And in absence of an integrated platform, brands end up having disjoint strategies, thus causing either fatigued or confused user.


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A centralized platform that strategically integrates channels will make sure that messages are in sync , business goals are achieved , end users like it, and businesses benefit from it.

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ExactTarget's acquisition of cotweet is one step towards the goal of unified view of the customer. In the near future, it will be interesting to see how solution providers for different segments – small and medium (like

As the Social Media landscape gets defined and redefined, it will be of particular interest to see how different players in this space evolve, and what trends emerge. At ObjectiveMarketer, we have range of customers: some who heavily rely upon campaign management, and analytics, thus happily using ObjectiveMarketer, to some who prefer both CoTweet and ObjectiveMarketer. As, enterprises reveal their success stories and we know of more use cases that work, the social media landscape will become more solid, and will be a part of the integrated marketing solution.�


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Filed under� // � Cotweet�� Email and Social�� ExactTarget�� Integrated Marketing Solution�� Interactive Marketing�� ObjectiveMarketer�� Social Media��



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