Social Media/Marketing Articles

How to Gain Real Value from Social Media Marketing
iMedia – April 22, 2013
While the majority of marketers are utilizing social media as a key communication channel, there are still a lot of question marks about the true value of marketing through social forums.

Oracle Adds Involver to Its Social Stable
E-Commerce Times® - July 11, 2012
This article highlights Oracle’s acquisition of Involver and includes some insight from Neolane’s Vice President of Marketing, Kristin Hambelton.

PINTEREST: How can Email Marketers pin down their success?
FreshAddress - June 28, 2012
This article stands behind Pinterest as an aid for email marketing, and includes insights from Edward Hadley, Senior Marketing Manager of Neolane.

Achieving Social CRM Success in 2012: Living on the Edge of the Box
iMedia Connection - March 30, 2012
This article explains that Social CRM will or should be a significant focal point for marketers this year, impacting everything from customer engagement to increasing sales effectiveness.

2011

The Rules of Social Engagement for Sales
1to1 Media - November 28, 2011
This article explains how sales reps recognize the effectiveness of popular sites like LinkedIn, Facebook, and Twitter, as well as online industry communities, for delivering valuable insight about prospects' activities to optimize their interactions with them.

Four Steps For Making Facebook Marketing Work
Forbes - November 28, 2011
This article walks the reader through steps to make Facebook useful for marketers. It mentions Neolane as a Campaign Management system to help collect personalized data on Facebook users.

Rules for Social Media Engagement: Start with Privacy
iMedia Connection - November 23, 2011
This article discusses effective ways to interact with customers via social media and also points out some highlights from Neolane’s Evolution customer conference.

Neolane claims Facebook first with personalised offers tool
MYCUSTOMER.com - October 22, 2011
The latest version of Neolane Interaction, the company's application for fusing inbound and outbound marketing campaigns and offers, enables marketers to provide an interactive one-to-one customer experience to Facebook users by personalising brand pages' content depending on each user profile.

Neolane adds Facebook tool to channel integration product
BtoB Online - October 21, 2011
Marketing software provider Neolane Inc. has added a new feature to its Neolane Interaction channel integration suite that personalizes a business' Facebook page according to who's viewing it.

Make Social Media Relationships Profitable
MediaPost News - October 7, 2011
Social marketing ROI can be within reach—with the help of applying some tried and true direct marketing techniques to social channels in order to convert anonymous fans and followers into personal, sustainable and profitable relationships.

The New Social Marketing Paradigm: Converting Anonymous Fans and Followers into Profitable Relationships
CustomerThink - September 20, 2011
This article written by Mathieu Hannouz, attempts to explain to readers how to turn generic Facebook followers of your brand into true prospects or clients with a real-life customer relationship.

Eureka! Turning social data into golden customer relationships
Direct Marketing News - September 7, 2011
Customer interaction data that can be drawn from social media channels like Facebook and Twitter is becoming more accessible to marketers. Marketers can now turn a few nuggets of information into a legitimate gold rush of revenue opportunities by applying proven direct marketing techniques to social channels.

Is social media measurement a necessity?
Mathieu Hannouz - Direct Marketing News - August 1, 2011
In this article, Hannouz discusses which tactics are important when measuring social media and suggests some factors marketers should take into account when doing so rather than sticking to a “siloed” approach.

B-to-b success depends on social, data clarity
Direct Marketing News - August 1, 2011
Direct Marketing News convened a diverse group of b-to-b database marketing executives in June for an editorial roundtable discussion, sponsored by ZoomInfo, to talk about several facets of b-to-b marketing strategy.

Social Media Marketing: 8 tactics to measure and improve Facebook results
MarketingSherpa - June 23, 2011
Check out these 8 tactics you can use to measure, improve, and justify your Facebook marketing. We've pulled examples from measurement experts, social marketers, and industry research to show you how to capture and apply the data sitting at your fingertips.

Neolane Launches Social Marketing App
destinationCRM.com - March 31, 2011
Neolane has unveiled a new application that will give marketers the ability to engage with customers on a one-to-one basis through social media platforms like Facebook and Twitter. Neolane adds social media engagement features

Neolane adds social media engagement features
BtoB - March 30, 2011
Marketing software provider Neolane Inc. has enhanced its marketing suite to include new social media engagement and measurement features.

2010

Transition from social listening to customer engagement
DM News - December 20, 2010
Integrating social requires removing internal roadblocks and implementing strategies that focus on building and sustaining one-to-one personalized lifetime dialogues across all marketing channels to drive revenue and marketing effectiveness.

Social Media for B2B: This Time It's Personal
CRM News - April 27, 2010
Social media isn't just a way to diffuse news and find out about customers’ preferences; it's also there to serve as a medium for a two-way dialogue. To be truly effective as a tool to build customer loyalty, social media can't exist in a silo.

Social Media/Marketing Blogs

Neolane Blog - The Cross-Channel Conversation

2013

The Real Reason Facebook Bought Storylane (Hint: It’s All About Open Graph)
Mickael Bentz – April 22, 2013
Why would Facebook buy them specifically among numerous existing blogging solutions?

Collecting and Analyzing Real-Time Data with Social Marketing Software
Mickael Bentz – April 19, 2013
Big data, especially with regards to social media marketing, is a hot topic for today’s marketers. In fact, recent survey results show 78% of marketers plan to make greater use of social media data to drive marketing campaigns than other channels in 2013.

2013

4 Ways Marketers Can Integrate Email and Social Marketing
Ben Tepfer – March 12, 2013
E In this post, we are going to explore different ways of integrating social media into your email marketing campaigns.

How Social Media Can Support the Lead Management Process
Ed Hadley – March 5, 2013
Engaging customers and prospects across a variety of marketing channels isn’t necessarily difficult. But without methodically thinking through how customer interactions (regardless of channel) collectively educate, influence, and drive prospects to action, your lead management process may be doing more harm than good.

2013: The Year of Social Media Marketing Internalization
Mickael Bentz – February 12, 2013
Like email and web marketing before, we believe that a shift is underway where brands will internalize social media marketing and break down yet another silo.

Four 2013 Predictions for the Marketing Landscape
Kristin Hambelton – January 17, 2013
The marketer used to rely on other people to manage and launch their marketing campaigns. But with easy-to-use marketing technology systems, the CMO and marketer can now select the technology and manage the process on their own.

Marketers, ROI on Social Media Marketing Requires a Mandatory Next Step: Conversion
Mickael Bentz – December 27, 2012
This blog post speaks to the importance of Social media marketing strategies focus on building engagement and virality.

2013

Marketers, Getting Your Facebook Fans’ Email Must Be Your Next Top Priority
Mickael Bentz – July 27, 2012
This blog post speaks to the importance of gathering email addresses from your social followers to continue to conversation through a more personalized manner.

Exclusive Results: European Survey about Social Marketing ROI
Mickael Bentz – July 13, 2012
In March 2012, Neolane surveyed more than 700 European marketers about their social media marketing practices. This post is a graphical representation of the results of that survey.

As the Social Marketing Buying Spree Accelerates, Who Had the Foresight to Build?
Ed Hadley – July 10, 2012
This post discusses the number of companies being bought with hopes to stay current with social media marketing and also discusses how Neolane has remained ahead of the curve. .

Social Media's Love for Email Marketing & Personalized Messaging
Mickael Bentz – June 4, 2012
This post examines the importance of tying together channels, especially social with email, to create a truly personalized experience for the customer. .

Keep Your Finger on the Pulse; Twitter Edition – Week of 5/25/2012
Alexis Karlin – May 25, 2012
This post focuses on some strengths of Twitter for social marketing as the Facebook IPO dominates social media discussions. .

Critical Success Factors for Facebook Timeline for Brand Pages
Mickael Bentz – March 19, 2012
This post examines a few new features that marketers should take advantage of to differentiate themselves and get the most out of what the new Timeline has to offer.

Loyalty Program Best Practices: Leveraging Social Media to Increase Relevance & Engagement
Ed Hadley – February 29, 2012
Whether they’ve realized it or not, it’s ‘do or die’ time for loyalty marketers. If they don’t consistently provide members with relevant, engaging experiences—helping loyalty programs to finally live up to their name—then they’ll lose customers and market share to more savvy competitors.

Marketers, It’s Time to “Get” Facebook Open Graph
Mickael Bentz and Alexis Karlin – February 17, 2012
This post discusses why Facebook Open Graph is the next concept in social media that marketers will have to grasp in order to advance Facebook marketing strategies.

4 Reasons You Should Consider Pinterest as Part of Your Marketing Toolbox
Mathieu Hannouz – January 25, 2012
This post shares four reasons Pinterest deserves to be included in your marketing toolbox, as well as points out some companies that are experiencing success with the social media site.

2011

“A Look Back: The Best Facebook Campaigns of 2011”
Mathieu Hannouz – December 27, 2011
This post shows some of the best Facebook marketing campaigns of 2011, including images and descriptions of each.

Heroes and Hashtags: How 9 Fictional Characters Would Use Twitter
Ed Hadley – November 29, 2011
In this post, Ed Hadley offers some insight into how 9 of his favorite fictional characters would use Twitter, including hashtags.

Social Marketing’s Trip Through the Funnel: A Roundtable Discussion
Mathieu Hannouz – September 6, 2011
This post introduces a roundtable discussion about the benefits of social marketing for B2B marketers and includes insight from Neolane’s Kristin Hambelton.

Dreamforce 2011: Where Social Marketing is No Longer Just in the “Eye of the Beholder”
Mathieu Hannouz – August 22, 2011
Read this post to re-visit Neolane’s presence with many other companies at Dreamforce 2011.

4 Dating Rules that Don’t Apply to Your Company’s Social Media Efforts
Erin Collins – July 18, 2011
This post analyzes four dating rules that absolutely don’t work in the social media marketing realm.

Webinar Wrap: Data’s Role in Accelerating Social Maturity
Ed Hadley – July 13, 2011
Neolane hosted a webinar that discussed the importance of tapping that mass of social data to drive business strategies and results. Entitled “Accelerating Social Maturity: How Data-Driven Strategies Transform Your Marketing from Social Experimentation to Top-Line Results,” the webinar featured Zach Hofer-Shall of Forrester Research, Inc. and Neolane’s social marketing expert, Mathieu Hannouz.

Stalking With Style on Twitter
Alexis Karlin – July 11, 2011
Business development and sales executives can use Twitter to learn more about prospects, keep track of client activity, and research industry trends. Twitter can also be used to engage with prospects and customers; this post focuses on the listening aspect of Twitter for this session of “Stalking with Style.”

How foursquare Has Become a Critical Component of Conversational Marketing
Erin Collins – July 7, 2011
This post discusses how Foursquare can help marketers develop one-on-one relationships with clients as well as spread word through “check-ins” and visibility of these check-ins via friends lists.

The Power of Social Media: Strengthening Weak Ties
Josh Bickford – April 19, 2011
This post examines how social media can strengthen some less developed relationships and truly foster a community for marketers.

Spring, and the Era of One-to-One Social Engagement, Have Arrived
Kristin Hambelton – May 30, 2011
Neolane believes that social media represents a clear and present opportunity for marketers worldwide to turn their social media fans into loyal, profitable customers. However, many organizations lack the right technology and marketing processes to make that opportunity a reality.

Live Blog from #MPForum: Social Media Back to Basics Everyone Forgets
Alexis Karlin –February 3, 2011
In this post, Alexis Karlin shares the top 15 tips she learned from this session that experienced social users/practitioners need to remember.

Closing the Loop: NCDM, the Future of Customer Interactions and Maturing Social Marketing Practices
Jennifer Minko –January 11, 2011
This blog post highlights some of the key takeaways from the “Conference for Engaging Customers Using Data & Technology,” which focused on some emerging challenges and opportunities that marketers will face in the coming year.

2010

Is the Social Web a Distraction?
Stephan Dietrich – November 23, 2010
This post discusses the importance of leveraging conversations via social media and actively listening to customers. A lack of engagement through social media will just be another form of spam and bad branding for your company.

Social CRM: Move Beyond the Buzz to Build Exceptional Customer Relationships
Kristin Hambelton – November 23, 2010
Because social media has become so mainstream, many organizations have been eager to experiment with new ways to incorporate it within existing marketing activities. With the goal of merging social media with current sales and marketing tools, such as traditional CRM systems, the buzz around social CRM has continued to grow.

Are Brands Socially Disconnected?
Alexis Karlin – October 28, 2010
This post offers a real-life example of how a vendor was disconnected with their customer, and poor customer service resulted in loss of business.

What have your followers done for you lately? A Social Media “Back to Basics”
Jennifer Minko – July 21, 2010
Although it’s important to follow people in order to establish your brand identity and awareness, there are a few things you should consider before you automatically hit the “follow” or “accept friend request” buttons. Jennifer Minko has outlined a few suggestions below for maintaining a lean and useful friend/following list that should prove beneficial in keeping your lists manageable and relevant.

Harnessing Social Media and Avatars as Outbound Channels: Getting to the Trifecta
Mathieu Hannouz – June 18, 2011
This post looks at the use of Avatars in cross-channel marketing campaigns. Neolane customer Mornay is now using the Neolane platform to incorporate Avatars in a direct mail campaign, with the goal of gaining new leads and improving the customer experience.

Social Media/Marketing Webinars

7 Practical Email Deliverability Resolutions You Can Stick to in 2013
Return Path and Neolane to see an outline of seven practical deliverability resolutions for email marketers, covering subscriber complaints, preferences, engagement, data hygiene, and more.

Accelerating Social Maturity: How Data-driven Strategies Transform your Marketing from Social Experimentation to Top-Line Results
Join our guest Zach Hofer-Shall, leading expert on Social Intelligence, Forrester Research, Inc., and Mathieu Hannouz, the Senior Product Marketing Manager at Neolane, as they discuss Forrester's recent research on accelerating social maturity.

Give the Emperor Some Clothes: Must-Have Building Blocks for Digital and Social Marketing Success
This presentation focuses on examining whether or not marketers are ready to take advantage of these new tactics, and what's required in order to move from the "experimental" stage to "established and effective."

Social Media/Marketing Whitepapers

SoLoMo: From Concept to Practice
SoLoMo (Social-Local-Mobile) allows organizations to deliver relevant engagement with a brand simultaneously in the digital and real world. In this white paper, we will walk through the emergence and relevance of SoLoMo, as well as some best practices for digital marketers looking to use it to their advantage.

The Real Secret to Unlocking Social Marketing ROI
In this whitepaper Neolane reveals the secret to unlocking social media ROI: applying proven direct marketing techniques to convert social media fans and followers into personal, sustainable, and profitable relationships.

Social Media and Marketing: Transitioning from Listening to Customer Engagement
This comprehensive whitepaper reviews the stages of social media adoption and provides you with an in depth look at how to you can engage, interact, and monitor your social media conversations.