TopRank Online Marketing

Archive for November, 2010


Lee Odden

The Junction of Social Media & Content Marketing in New Zealand

Lee Odden on Nov 8th, 2010     Marketing PR Conferences, Online Marketing, Online PR, PR Conferences, SEO, Social Media

social media junctionIn a little over a week I’ll be giving the opening keynote at a social media conference in Auckland, New Zealand called Social Media Junction. The topic? The answer to one of the most common questions asked about social media:  ”The Truth About Social Media ROI”.

New Zealanders aka “Kiwis” are an active bunch on the social web with more than 2 in 5 interacting with companies via social sites and 84% of mobile social networkers there having visited Facebook (Nielsen). The social media momentum is growing and companies are hungry for information and perspective.

I’ll follow up the keynote presentation with a workshop, aka Masterclass Programme, the following day focused on Social Media Content Strategy that drills down into the mechanics of social media marketing, content marketing and SEO.  Here’s a bit of a preview on what I’ll be presenting in the workshop:

Lee Odden

Essential Statistics from Technorati’s State of the Blogosphere 2010

Lee Odden on Nov 4th, 2010     Blogging, Marketing Industry News, Online Marketing

State of the Blogosphere 2010Jon Sobel of Technorati has published the latest State of the Blogosphere Report for 2010 including stats from 7,200 blogger respondents world-wide. Started in 2004 by Dave Sifry, this annual report has provided insight into the growth of the blogging community and helps answer questions like: who is blogging, why, what are they blogging about, how often and where are they blogging from.

In 2008 Technorati added insights of individual bloggers to the report with an emphasis this year on women blogging. As a long time blogger and advocate of blogging for online marketing, I’ve always taken a lot of interest and insight from these reports.

For marketers and communications professionals seeking to better understand the changing nature of the social web and the role blogs pay within in it, here are some essential statistics from Days 1 & 2 (of 3) from the 2010 State of the Blogosphere Report:

Lee Odden

How Not to Suck Being a Conference Moderator or Speaker

Lee Odden on Nov 3rd, 2010     Marketing PR Conferences, Online Marketing
Best looking audience at PRSA International

A fine looking audience at PRSA International 2010.

There are several roles to be played at successful industry conferences. Most of my experience is specific to Search, PR and Direct Marketing events – assuming social media and interactive fit in there somewhere as well.

What roles? There’s the conference organizer and all that comes with the logistics of running the event, programming content and facilitating sponsors and advertisers.  That also includes an advisory board of some type. There are the paid and media sponsors, exhibitors, delegates, speakers and moderators.  There are also often various volunteers.

Lee Odden

MarketingSherpa 2011 SEO & Social Media Benchmark Report

Lee Odden on Nov 2nd, 2010     Book Reviews, Business of SEO, Online Marketing, SEO, Social Media

marketingsherpa sem report 2011MarketingSherpa has done it again with their SEM report for 2011. With the help of Lead Author, Research Analyst Jen Doyle, they’ve put together an excellent resource for marketers looking for strategic guidance as well as real data about search engine marketing.

This particular report focuses on Search Engine Optimization with an emphasis on the interplay of search and social media, two topics that are very near and dear to the consulting practice at TopRank Online Marketing.

According to the MarketingSherpa report, 64% of marketers surveyed are integrating social media into their search marketing plans which syncs well with the soon to be released SEOmoz SEO Industry Report, which cites 71% of the 10k plus search marketers that responded as leveraging social tools such as Facebook, Twitter and YouTube.

Lee Odden

Create Shorter URLs For Increased Usability and SEO

Lee Odden on Nov 1st, 2010     Blogging
Giraffes

Giraffes

Do you customize the URLs (aka permalinks) on your blog posts? Chances are, you don’t. It’s not something a lot of users think about and it doesn’t need to happen, but it should.

The length of your URLs matters. Maybe not on a large-scale, but it does matter.

By default, WordPress takes your post title, converts it to lower case and replaces the spaces with dashes.

The downside comes when you have a long post title and you end up with something like this: http://www.toprankblog.com/1043/automatically-translate-your-blog-content-to-other-languages-to-appeal-to-a-larger-audience/

That’s a bit long isn’t it?

Instead, it’d look a lot nicer if it were shortened to something like: http://www.toprankblog.com/1043/translate/

Lee Odden

What Makes a Successful Social Media Marketing Team?

Lee Odden on Nov 1st, 2010     Online Marketing, Social Media

social media marketing teamAs companies test and deploy social media marketing efforts, the organizational structures for effective social media teams begin to evolve. On the client side, Public Relations often leads social media but that doesn’t mean other functional areas of the business aren’t involved as well, especially Marketing and Customer Service.

Being more social and by proxy, engaged in social media, is new territory for most organizations and hiring outside expertise is pretty common. There’s a challenge in vendor or consultant selection, because so many consultants and agencies have added “social media expert” to their repertoire without necessarily having that expertise. The whole “social media user is not a social media expert” topic is something I’ll talk about in another blog post.

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