In a panel discussion during the event, the value of entertainment as a social media marketing asset was stressed. Supply chain software company Kinaxis, for example, devised as part of its social outreach a video spoof called the “Late Late Supply Chain Show,” featuring comic turns by Kinaxis staffers.
“Laughter is an important part of our site,” said Kirsten Watson, the company's director-corporate marketing. “It creates a personality for the company and shows a little bit of our culture. And, of course, in the supply chain business, laughter is really the best medicine when things go wrong.”
Watson also noted the practical usefulness of dovetailing social marketing with search.
“I can't stress enough the importance of search engine optimization integrated with social media marketing,” Watson said. She added that a consistent effort to optimize social content with pertinent keywords produced a 270% increase in Kinaxis' website traffic last year compared with 2008, a 320% increase in leads, and a 530% increase in traffic to the company's blog site.
Jim Cahill, chief blogger at Emerson Process Management, agreed that social media has become a central component of search marketing.
“Our blogs have increased the "findability' of Emerson,” Cahill said. “Our No. 1 metric is how easily people can now reach me.”
Emerson took individual honors for its blogging campaign, which it devised to highlight the process-control company's array of staff expertise.
“Yes, the quality of the product is important; but people buy from other people who are reliable and trustworthy,” Cahill said. “Our blogs were designed to showcase our experts and to build that leadership.” M