IBM’s 2012 Global CEO Study (PDF) revealed that, currently, social media is the least utilised of all customer interaction methods among 1700 companies whose CEO’s were interviewed for the project. “However”, the report says, “CEOs predict it will push past websites, call centers and channel partners and become the number-two way to engage customers within the next five years”.
Let me just repeat that: Social media will “become the number-two way to engage customers within the next five years”.
The Report’s Three “Key Findings”
Ironically, the three “Key findings” the report’s authors draw are actually three of the most compelling reasons that CEOs should be driving their organizations (and themselves) to become more active, more visible, more connected and more engaged online:
Linkedin was the first social network (in the modern sense) that I remember joining. I completed my profile, connected with any friends, clients and suppliers I found using the service – then routinely forgot about Linkedin in-between the occasional connection requests.
In the years that followed, Facebook and Twitter consumed my attention. Twitter was my networking tool of choice, Facebook was reserved for sharing with family, friends and a growing circle of real friends I made through twitter. Even Google Wave, Buzz and eventually Plus all got more attention from me than Linkedin.
We’ve already established that this is the year of optimized content marketing. Optimized content – not just words that fill the page but beautiful, optimized content with valuable information for your industry – is crucial to attracting attention, driving traffic and growing your business.
Apart from publishing content, Google has made it easier for you to demonstrate and claim your subject matter authority in search rankings. Further down this post we provide you with instructions on how to claim your Google authorship. Right now, we want to review how you are publishing optimized content to your blog and distributing it through social media.
I think it appropriate that one of our first blog posts is about optimized content marketing. Why? Because a well executed optimized content marketing strategy drives more and better qualified sales leads to your site.
Case in point:
Digital Giants used optimized content marketing to propel Ontario’s injury lawyers firm, Ferguson Barristers LLP to 50% growth in new business.
What is “optimized” content marketing?
Optimized content marketing is where content marketing, search engine optimization, and social media intersect. An optimized content marketing strategy comes into play in matching your understanding of exactly what your prospects and customers need to know… with keywords that drive organic search traffic and conversions – then socializing your content in relevant and compelling ways, through your organization’s social networks.
As giants, our height gives us a unique vantage point. As part of our planning for 2013, we stood around and looked as far as we could see. We came up with what we call giantisms, small amount of words that have a large impact. These are some of the things we are going to focus on this year and we wanted to share them with you.
When I started from my spare bedroom eleven years ago, there was an immense excitement around internet businesses. It felt expansive, full of energy and unfocused. That’s what made it so exciting.
However, most of my early days were exactly the opposite. I was intensely focused on the next day of work. A few years in, social media appeared on the screen and I started teaching myself everything and then learned on my own how to (survive) operate a business. I could bore you with a bunch of details but I’ll save those for my memoir.
Forward to today – the first official day of business for Digital Giants – our new full service digital strategy-marketing and web presence firm.