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Shelly Lucas

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Senior Marketing Manager (Social Media), Dun & Bradstreet

50 points

More than 10 years of experience delivering value and results through B2B and B2C public relations, corporate communications, analyst relations, and marketing programs for organizations ranging from global Fortune 200 companies to small, not-for-profit businesses.

May 22, 2012

Shelly Lucas recommends this answer by Barbara Giamanco

What will it take to make social media a serious business tool?

Great question, Bill.
I think Michael started off the conversation right by reminding us of the biggest problem that I see with regard to how business views social media. They are looking for the "magic wand", the quick fix and it just doesn't exist. Technology ... more

Social Business

Social Media Marketing

May 15, 2012

Shelly Lucas is now following Antoine Fournier

May 10, 2012

Shelly Lucas and 9 other people answered this question

How has social media changed brand management?

Because of social media, brands are held to a higher level of accountability; they’re not fictional constructs. Instead, they’re representations of the values, personality, and culture of the business. If the brand doesn’t ring true with the customer experience, its equity is at stake. The ... more

Brand Awareness

Brand Management

May 7, 2012

Shelly Lucas and 8 other people answered this question

What are some resources to learn more about online marketing for a novice?

Hi Shiyab: The first resource that comes to mind is Unbounce's Noob Guide to Online Marketing http://try.unbounce.com/noob-guide-pdf/ (eBook overview in blog form - http://ow.ly/aKZWt ). Another good source is HubSpot's Essential Step-by-Step Guide to Internet Marketing - http://www.hubspot.com/essential-guide-to-internet-marketing/. Good luck! more

Online Marketing

May 7, 2012

Shelly Lucas answered this question

How do you optimize bullet points in your blogs?

Robert Bruce (copyblogger) says the key to good bullet points lies in brevity and promise. Strong bullets make blogs skimmable; they guide readers to the meat of your post and deliver on the promise in the headline. I also think it's helpful if the bullets ... more

Content Creation

May 4, 2012

Shelly Lucas and 5 other people answered this question

What are some tips to create content that builds trust among my clients?

A good approach starts with “help your clients” as your chief objective. First and foremost, your content must show that you care about your clients AND what they care about. Do so in a way that showcases your expertise but is also personable. (Edelman’s Trust ... more

May 1, 2012

Shelly Lucas and 2 other people answered this question

What exactly is marketing attribution?

Marketing attribution is concerned with ensuring that individual digital marketing channels get credit for influencing the sale. A buyer’s journey is difficult to untangle, given the complex interplay of media (paid search, online display advertising, mobile, SEO, etc.). It may take multiple touchpoints (across channels ... more

Marketing Attribution

May 1, 2012

Shelly Lucas recommends this answer by Chris Selland

Does anyone still care about Klout?

While Robert's answer is a very good one and points out some very real shortcomings of Klout as a measure of 'influence' - what are the alternatives? Twitter followers? Facebook Likes?
We can argue about the accuracy and meaning of a Klout score, or we ... more

April 30, 2012

Shelly Lucas and 5 other people answered this question at this roundtable

The Social Content that Spreads [4/24 @ 4 pm]

How do you consistently create compelling content that represents your brand as well?

Brand communications are less about "push" and more about "pull" these days. As Edelman Digital puts it, branding today more closely resembles the material that surrounds the ad space (vs. the ad itself). It's essential to connect brands to broader issues and ideas that interest ... more

Human Resources

Content Creation

April 28, 2012

Shelly Lucas and 3 other people answered this question

How can I create hype before publishing a white paper?

Try stimulating interest with short, engaging, digestible morsels via multimedia. Identify 3-5 gems in the paper, then build a story around each of the insights. Pitch one to the media to generate interviews; develop a blog around another; structure a poll around an idea nugget ... more

Content Marketing

Custom Publishing

April 27, 2012

Shelly Lucas asked a question at this roundtable

Marketing Thought Leaders: A Conversation with Joe Chernov [4/27 @ 10 am]

Recent studies show that less companies are blogging. What is the key reason? Do you see a blogging revival in the future?

Content Marketing

Content Marketing Program

Jan. 18, 2012

Shelly Lucas asked a question at this roundtable

The Social CMO in B2B: Lessons from Marketing Leaders on Social Media Marketing Success [1/18 @ 11 am]

In cases where CMOs lead social, how do they work with corporate communications?

Nov. 23, 2011

Shelly Lucas recommends this answer by Doug Kessler

How do you define great marketing content?

Great content is content that blows its goals out of the water. Whatever the goals are.
To do that, it's most likely going to be:
Magnetic – people want to get it and eat it
Hypnotic – they don't want to put it down till it's done
Eccentric – ... more

Content Marketing

Oct. 19, 2011

Shelly Lucas recommends this answer by Andrew Rudin

Do you need to change tactics when selling to a C-level exec vs mid-management?

Yes. But . . . don't get hung up on titles, because they only provide hints about the patterns of decision-making and influence.
I've stubbed my toe on this issue about every way it can be stubbed. I've assumed that a C-Level executive had decision ... more

Decision Influencers

Decision Makers

July 17, 2011

Shelly Lucas published a post

Coffee's for Closers: What Are You Drinking?

July 17, 2011

Shelly Lucas published a post

Bad Strategy: Know It What You See It

General Management

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Content Marketing

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