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Ben Cotton
Works at Indeed
Lives in Dublin
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Ben Cotton

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Hi Michael,

Well done for calling out the talk! I too, have attended events where the titles of talks over-promised and under-delivered...or worse still, were nothing more than sales pitches dressed up as "insights", "exclusive data" or "briefings."

I’ve not heard "social commerce" mentioned for a while, but I think it’s becoming clear that email, search and PPC are the best ways to generate sales, and social should be considered part of brand comms, customer service and CRM. These are still important activities, but serve a different purpose.

Take a look at this McKinsey study for some interesting stats on social selling: http://www.mckinsey.com/Insights/Marketing_Sales/Why_marketers_should_keep_sending_you_emails?cid=other-eml-alt-mip-mck-oth-1401

Marketers need to start thinking of social as something people do on their own terms, and stop trying to make an arduous link to sales, which the data is increasingly showing does not exist on any meaningful scale. They should instead look to invest in marketing personalisation and automation: http://socialwebthing.com/2013/08/serving-your-customers-a-slice-of-the-personalised-web/

Thanks,

Ben
Marketing by social channels is now taken for granted but does social stop there?
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Michael White's profile photo
 
Thanks Ben! The weakness when ranting about something in a blog post is that it leaves many unanswered questions. In this case around social commerce, which you have wonderfully summarised. I'll look through the links - this is an area I'm very interested in.
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'Attenzi - a social business story' is extremely well written and I expect it to be the best social business book I read this year and certainly the most creative.
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:-) Thanks Ben.
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Have them in circles
413 people
Gary Prothero's profile photo
Tim Keeling's profile photo
David Clare's profile photo
Joseph Luster's profile photo
Alexandru Rotaru's profile photo
zongcheng jin's profile photo
Erik Steiner's profile photo
Katy Howell's profile photo
Elle Field's profile photo
Work
Occupation
Public Relations
Employment
  • Indeed
    Content Marketing Manager, 2013 - present
  • Chill Insurance
    Digital & Social Media Marketing Manager, 2012 - 2013
  • Edelman
    Senior Account Executive, 2010 - 2012
  • Yorkshire County Cricket Club
    PR & Communications Officer, 2009 - 2009
  • Leeds Metropolitan University
    Researcher, 2008 - 2010
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Content Marketing Manager, Blogger & Event Speaker.
Introduction

Content Marketing guy @Indeed. Interested in PR, Content, Big Data, Inbound, Employability, Storytelling, Social Selling, Growth Hacking, Analytics, SEO, QPR.

Blogging at Social Web Thing - Ben Cotton's ideas on Public Relations, Content & Big Data.

Bragging rights
Ben is a Content Marketing Manager, award-winning blogger and event speaker who works for Indeed - the #1 job site worldwide.
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Currently
Dublin
Previously
London - Leeds