Saturday, 28 March 2015

What marketers should learn for the 7-Day Week NHS debate…



We are hearing many promises from the various political leaders in the United Kingdom this week about creating a 7-Day Week for the National Health Service. Personally, I can easily see why they are aiming to achieve this, after not all people just get sick Monday – Friday!

This got me thinking about my recent presentation on Blogging, and specifically how to get your blog posts shared.

I was suggesting it’s time for businesses to breakaway from the current Monday to Friday - 9 to 5 culture, especially if they’ve adopted a digital approach to marketing.

In an increasingly digital age, consumers are not necessarily engaging Monday to Friday - 9 to 5; they want to connect with you when it suits them. Invariably that will be sometime other than Monday to Friday, 9 to 5, and there is an increasing expectation that you will be available to them.

Admittedly, the expectations vary depending on the business; there’s a general acceptance that traditional businesses, operating regular office hours, will answer your query during the next business day (but even this is changing).

However, if you are reaping the benefits of online trading and generating revenue 365/24-7, consumer’s expectations have already changed; they want to be able to engage, especially at a customer service level, whenever it suits them.

Good online traders have embraced these new shopping trends, offering exceptional customer service when their customers need it. Even though I haven’t personally used them, Zappos in the USA has achieved legendary status in terms of customer service, and it’s a 100% online business.

I’ve spoken before about using data to establish where your customers want to engage; if you customers were largely using Twitter to engage with you, it would be folly to concentrate your efforts on Facebook.

Likewise, if your customers are largely contacting you between 8pm and 11pm, why are you continuing to share content Monday to Friday between the hours of 9am and 5pm? Use the data to fine tune when you share the content – the best time is when they are online, and good analysis of your data will reveal when that is.

Marketing support agency, TrackMaven published some interesting results to a survey on sharing which demonstrate the need to rethink the Monday to Friday - 9 to 5 culture.

Analysing over 4600 blogs with a combined 1,167,426 posts they found the following:

  • 87% of posts were published during the working week 
  • Posting drops to 6.3% on Saturdays and 6.8% on Sundays 
  • Although posting drops to 13.1% over the weekend, they achieved 32.6% of the total shares for the data set 
  • Saturday was the most successful day to share content – 6.3% of the posts achieved 18% of the total shares for the week 
  • The majority of the posting was done between the hours of 9am and 6pm, however social shares are at their highest for these posts between the hours of 9pm and midnight 
These findings clearly show the need to experiment with the time you post your content.

It is worth noting that your customers have day jobs too, they are most likely to engage out with these hours when they have the time to do so.

It might not be a case of life and death as it could be in the National Health Service, however if you want to healthy return on your investment, start share your content at the optimum time.

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Friday, 27 March 2015

Demystifying Cloud Computing - April New Media Breakfast



Demystifying Cloud Computing
Addressing the fears and looking to the future

Date: Friday 24th April 2015
Venue: 29 Member's Club, Royal Exchange Square, Glasgow
Time: 7:45am for 8:00am

Cloud Computing is on the radar of many businesses, the obvious benefit of accessibility and the longer term cost savings make it an obvious route for data storage in the future. Yet, many businesses remain reluctant to commit to the Cloud. There are the obvious concerns around data protection; hacking, outages, privacy, and back-up are all commonly cited concerns when discussing the Cloud.

Add to this the various options surrounding free storage vs paid, and where your data is actually stored and you very quickly become confused, if not completely petrified by the decisions you have to make.

The April New Media Breakfast will explore Cloud Computing and attempt to demystify the whole topic. To help us do this, we are delighted to have Andy Croghan, Digital & Social Media Co-Ordinator at iomart Group plc join us for the presentation.

About the speaker and the presentation
From studying Media & Cultural studies at the dawn of social media age he has seen how the use of the social media has developed and transformed from day one. Using that knowledge he has worked for Computeach, DPD, Easyspace and now iomart developing social strategies that combine customer service, marketing and education.

The education aspect of social media is often over looked by brands and he will be discussing how he is currently at the start of a new long term plan to educate and inform a growing audience using social media combined with engaging content, such as podcasts, to demystify the world of Cloud Computing. He will be concentrating on the irrational fears businesses hold towards security in the Cloud and how best to manage a transition from legacy platforms to the Cloud.

About iomart Group plc
The Original Cloud Company, iomart is a leading provider of complex managed and cloud computing services and we’ve been doing this for years. Cloud computing is in our blood. We’ve invested heavily in physical Tier 1 infrastructure, network, people and systems over the years to ensure that we can provide and support every layer in the cloud hosting stack – from the bricks and mortar up. And by doing so we can guarantee unparalleled levels of service. We haven’t simply joined the cloud bandwagon and labelled our services as Cloud. We offer and manage the three key components of cloud: compute, network and storage – directly from our own infrastructure.

Venue: 29 Glasgow, Royal Exchange Square, Glasgow
Date: Friday 24th April 2015
Time: 7.45am for 8:00am


If you are a 29 Member you can attend the breakfast free of charge. Please email with you membership number and she will add you to the attendance list.

We hope you can make it along to this event. If so, I look forward to seeing you on the day.

If you have found this post interesting please share it with your online community using either the Twitter, Facebook and Share buttons below. Thank You.



Saturday, 14 March 2015

Are you creating direct relationships, or is it Mr. Zuckerberg?



I recently asked an audience to consider if they were creating direct relationships with their online community, or is the social media channel creating the direct relationship? My concern is this; the large mainstream channels are increasingly deciding what is shared, even to the people who have opted to receive your updates.

Less than a year ago, we were being told photos are King; if you wanted to attract maximum engagement on Facebook you had to post images.

Now, things have changed - videos are King. Yes, if you want engagement now you have to post video, and you have to post it directly onto Facebook.

What has changed? It's really quite simple, Mr. Zuckerberg has decided to take on YouTube, so he's tweaked his algorithm again.

Not too long ago he tweaked the algorithm to effectively reduce the reach of the posts on your page - as few as 2% of the people who have opted to Like your page will actually see any updates from the page in their News Feed.

Why? Because Mr. Zuckerberg has to get some pennies back for the shareholders. Now, you have to Boost your post by paying to get it out there.

Mr. Zukerberg has now turned his attention on video content, he wants to oust YouTube as the dominant video channel. So, the Facebook algorithm now feeds more video content to the news feeds. Yes, people are posting more videos - 75% more, but users are seeing a massive 400% more in their News Feeds than they were barely 6 months ago!

Moreover, your video has a much greater chance of being seen on the News Feed if you upload it directly to Facebook rather than sharing a link from channels like YouTube.

So, if you're still trying to engage with images, and you're not paying to boost your post, you're probably not reaching too many people, regardless of how engaging the content is.

I therefore come back to the question I posed to my audience, are you creating direct relationships with your community? I suspect many of you are not. If so, it's perhaps time to take stock and explore how you can convert a Facebook Like or a Twitter Follower into something that isn't controlled by the social media channel.

If you're going to succeed you need data, you need them to opt into something you own and control such as, a newsletter, your blog's RSS Feed, your podcast, your video channel, and don't forget your website.

However, there is an upside to Mr. Zuckerberg's latest whim - create video content! Yes, if he's so intent in sharing video content, get it out there and let him do it.

There's no doubt video is an extremely effective medium, it is very good at getting all kind of messages to all kinds of audiences. It's also much more accessible to even small businesses, it really doesn't cost that much to create engaging video in 2015.

Large-scale viral campaigns like the Ice Bucket Challenge have also helped people to understand how to upload and share video content. They have also given lots more people the confidence to create video content.

Currently, one billion videos are viewed on Facebook every day!

So, let's run with Mr. Zuckerberg and get some video 'in the can', it really has to be part of the marketing mix - until the next time he tweaks his algorithm!

Want to find out more about video for your business?

If you'd like to find out more about the video revolution, I'm presenting this as the topic of the New Media Breakfast on Friday 27th March, you can get full details and booking information here.

If you have found this post interesting please share it with your online community using either the Twitter, Facebook and Share buttons below. Thank You.



Wednesday, 11 March 2015

Is it time to look at alternative platforms? And, that dress! All on Social Media Podcast 71

In Social Media Podcast 71, Gordon White is back and is alongside two of the fatBuzz account managers, Liam Cutkelvin and Cameron Wilson, for more discussion around the latest news and topics in social media.

In this extended episode we discuss if small businesses should use alternative social media sites and apps to promote themselves online, or should they accept that current platforms are the best way forward?

Once again we go through the latest and most intriguing news that is happening within the world of social media including Twitter analytics, how Facebook are changing the way likes are counted on pages, and we share our thoughts on the the latest viral sensation...the dress!

We also have an interview with Tim Barlow from Attacat following the New Media Breakfast earlier this month, he talks with us about utility marketing. 

Here are the main topics and links relating to them from this episode:
  • 01.03 - The dress - We discuss what we think of this viral sensation that swept across social media, and also what colour we reckon it was! Further reading... 
  • 10.30 - Twitter have started producing analytics for tweets - How will this affect users and how they tweet? - Further reading...
  • 29:25 - Facebook is changing how it counts likes - Are the changes enough? Should people place such importance into the number? - Further reading...
  • 39:17 - Main Discussion - Should small business change to alternative social media platforms? - Is there room for any more platforms? - Further reading...
  • Tagstr
  • Ello
  • Procurious
  • Malzee
  • 1:11 - Tim Barlow NMB Interview - Tim speaks with Gordon about utility marketing following the New Media Breakfast earlier this month - Full presentation notes can be found here
If you would like to share your thoughts on any of the topics, suggest a topic, or be featured on an upcoming podcast, please get in touch at with the topic “Social media podcast”. For more updates follow us on Twitter @fatbuzz

Find out more about Scott Stratten's book, UnMarketing Here...
Find out more about Mitch Joel's book, Ctrl Alt Delete Here...

You can also reach those on the podcast from the fatBuzz team at:

Gordon - - Twitter @gordonwhite
Cameron - - Twitter @wildsunn
Liam - - Twitter @carmylite

For Tim Barlow, you can also reach him on Twitter @timbarlow and email

Play the podcast here:

Would you like a presentation on social media and customer service?
We're offering a range of bespoke or generic presentations on the topic of social media and customer service, if you would like to find out more please go to the following link: Are you prepared to lose control?

Have you listened to the digital copyright podcast?
We continue to see people using images, video content and other files taken from the internet without consideration to potential copyright issues. We would encourage all of our listeners to download Social Media Podcast 50 which clearly outlines what you should and shouldn't do with images sourced online. Find it on iTunes now.


If there is a specific topic you would like us to cover in a future podcast please let us know. You can email or send us a message on Twitter @MediaPodcast or, you can post it as a comment on the Social Media Podcast Facebook page.

If you have found this post interesting please share it with your online community using either the Twitter, Facebook and Share buttons below. Thank You.