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Managing client expectations throughout an outsourced social media marketing program

By Alexandra Reid

Demonstrating a marketing program’s success is key to maintaining a happy client. Do good work and prove how it contributed to the client’s goals – seems like a simple enough equation. But managing client expectations throughout a social media marketing program can be tricky. This is because these programs typically require a huge amount of small work spread out over a long period of time and over a large number of channels. It can be tough to maintain the faith at the outset of a program while communities are still being developed. Without a strategy and regular communication, it will be challenging to convince your client to see past the masses of tweets and status updates and understand that all of your wee daily efforts add up and support larger goals that will provide a return on investment.

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February Roundup: What does it take to bring technology to market?

We kicked off the second year of our new blog with a strong month of posts that covered a wide range of topics including leadership, content marketing, SEO, Pinterest for B2B businesses, trademarks, free tools for social media and PR, and succession planning.

On that final point, we said a sad farewell to a valued colleague last month. For our Linda Forrest, it was time for a new challenge in a new city. After a successful seven years with us, Linda has taken on the role of Digital Media Communities Manager at the Canadian Digital Media Network based in Kitchener/Waterloo. We welcome you to reach out to her on LinkedIn or Twitter to stay in touch.

Without further ado, here are our posts, in case you missed them, from February.

February 8: Giving your team ownership by Francis Moran and Leo Valiquette

February 15: Burning the candle at both ends as the clock ticks down by Francis Moran and Leo Valiquette

February 21: What an IP Coordinator should know: Something about trademarks by David French

And on a related note…

In addition to our series, our associates and guest bloggers were also busy writing on a great range of topics. Here are our other posts from February, as ranked by the enthusiasm of our readers:

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Measuring social media: A step-by-step guide for newbies

By Alexandra Reid

Over the last two weeks, I have taught our readers how to grasp the basic concepts required for monitoring and managing social media so they can be more effective in marketing their businesses on these channels. As the last in my three-part series, this post discusses how to measure the information received through the first two processes to provide actionable insight required to carry out successful, long-term social media strategies.

In earlier posts, I explained how to develop a social media strategy and carry it through and how to track social media efforts and reach your benchmarks. Your strategy should include your social media goals, determined by analyzing your business to decide what you want and are able to achieve through social media and what you are able to offer your audiences as well as other businesses to understand what they are doing successfully so you can compete. You can also look at reports and other key benchmarking data, provided by organizations such as MarketingSherpa, MarketingProfs and Forrester. Your strategy should also include your plan for measuring success, laying out your key performance metrics and how you will collect and analyze the data. I suggest you read these posts first to provide you with a good starting point for today’s discussion. This post will provide details on how to actually measure social media, including tools and measurement methods we employ.

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June Roundup: What does it take to get technology to market

Is it the last day of June already? Perhaps it whooshed by because we were so hard at work, writing about what it takes to bring technology to market. This month, we told you about bridging the investor-entrepreneur gap, accelerator programs for startup mentorship, how to become an investor magnet, the right circumstances for bringing tech to market, how to accelerate women’s involvement in tech, the importance of food in making good decisions, incubation, the role of champions and making effective use of social media, among many other pearls of wisdom.

In case you missed anything, here is a recap of our posts from June, beginning with, in chronological order, the latest installments in our ongoing series, The Commercialization Ecosystem.

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Community management: Simple ways to keep track of key information

By Alexandra Reid

This is part two of my three-part series on monitoring, managing and measuring social media. Last week, I discussed a range of tools for monitoring social media and how to use them to their best effect. This week, I’ll teach you about modern, yet free and simple, management methods that I use to organize the information that ours in from my monitoring efforts.

Choosing what to track

Online tools such as Google Analytics, HootSuite, Social Mention, Kurrently and others provide users with excessive amounts of information that can be hard to digest. In my previous post, I explained how to channel the waterfall of information into relevant streams and then filter out the content that is most relevant to you. Part of the management function is to understand what it is your business wants to get out of social media. Knowing the long-term goals and key performance indicators will help you narrow your focus and determine exactly what it is you need to track.

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Recent Comments

  • James LaPalme : Francis Would not say thrived - but close - in spite of geography. 15ish years ago - a group of similar skilled and experience and capable business folks (sales, channel, alliance, business development) all lived in Canada (Ottawa-Toronto-Waterloo). All except for one stayed - that would be me. Well the guys that went to Silicon Valley have thrived well beyond expectations. The others - Boston, Dallas and EU have done very well - thrived. My survival has been predominately based on CEO's from outside Ontario seeing my value. Best to move on to more receptive fertile ground if ambitious. A successful strategy is to move south do a few years and remove the pure northern business experience then come back - which my experience is very few will.

  • Francis Moran : I'm so glad to see you warming to this idea, Luc. Not that you were ever one of those mindless critics who automatically opposed the proposal; you were properly skeptical and demanding that it contain more of what folks like you and I believed was necessary for success. Looks like the city is listening.

  • Luc Lalande : Hi Francis, thank you for the steady and keen eye on the development of this important project for the City. I share your view that open spaces in the building’s design will be critical components for encouraging spontaneous interactions between people. Integrating such spaces in the Innovation Complex sends the right signals to the community-at-large and not just the local startup ecosystem: everyone is welcomed! With respect to Patti’s comments about the arts sector, it would be worth bringing back to light that the Hintonburg-Mechanicsville area has emerged as the first Arts District in the City of Ottawa, housing many artist studios, performing arts studios, and media groups. While the 7 Bayview located Innovation Complex may cater to the entrepreneurial set, there is still considerable property on these lands that could, one day, be developed and capitalize on the area’s sizable artistic community. But perhaps the open spaces at the Innovation Complex can be equally accommodating for anyone who embraces creativity and entrepreneurship: artists and innovators alike.

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