Archives for October 2011

#MIMASummit: 6 Tips for Developing a Best Practices Approach to Social Media Measurement

Chuck Hemann MIMA Summit 2011All marketers wish they knew how to better measure results, engage their audience, and measure ROI. Chuck Hemann opens up by warning that he won’t solve all of our problems but he will provide guidance on how to approach them.

Proper Planning Prevents Poor Performance

There are 5 key steps that each marketer must take to create a successful social media campaign.  What does this include?

  • Listening to what is being said online
  • Assessing the marketplace
  • Engaging with current and prospective clients
  • Measuring is a way for us to optimize
  • Improving our strategy as we learn more

According to Hemann listening and measurement are the two most important ingredients for success.  You cannot successfully execute on one without the other.  Below are a few of the best practice approaches that Hemann shared with the audience at today’s session.

Hiring a Social Media Strategist – Essential Skills & Talents

Command Center[Note from Lee: TopRank Marketing has been working with PRWeb for nearly 5 years and their Director of Public Relations, Frank Strong (Now serving in Egypt  – stay safe!), couldn’t say enough good things when they hired a new Social Media Community Manager, Stacey Acevero: Smart, passionate about the industry, highly motivated, sense of humor and a true fan of the brand, Stacey has embraced her role as the social media voice of PRWeb in many ways, from blogging to running #PRWebChat.

Stacey Acevero Many businesses are investing in their social media expertise by adding Social Media Strategist and Community Manager positions. To get an idea of what skills companies should look for,  I asked Stacey to share her first-hand insights with our readers.]

The One Job Your Company Really Needs

Get Optimized & Start Engaging: Essential Social Media Marketing Tips

[Note from Lee: I am happy to introduce readers of Online Marketing Blog to our newest contributor, AshleyZ.  A human dynamo for getting things done, Ashley has literally hit the ground running and works for TopRank as a Marketing Manager. She’ll be sharing her smarts here and  helping to elevate TopRank’s Marketing to more impressive levels of awesome.]

The social web has opened the door to many opportunities for individuals to share their opinions on everything from the weather to politics to the really cute thing their dog just did.  Business social media users however, must take a much more structured approach to sharing information and interacting with their prospects and clients.

Need Great Ideas for Blog Content? Start With Questions

blog content ideas A lot of the blog content planning for business blogs focuses on different ways to tell the same story about a company’s products, services and key messages. If it’s an SEO approach, then the focus is on content to justify visibility on search engines for specific keywords. Blogs are a great resource for people that are searching for answers, insight, how to’s, others’ experiences and opinion. Finding a way to create content that meets customer needs as well as achieving high search visibility for relevant business solutions is what makes blogs such useful online marketing assets.

One particularly effective way to get content ideas for blogging comes from reviewing web analytics for the kinds of questions people type in to search engines like Google or Bing that deliver visitors.

The Evolution of Google Is An Evolution of SEO & Content Marketing

BackRub Google

The first logo for predecessor to Google (BackRub) was this photo (via a copy machine) of of Sergey Brin's hand in 1996.

Continuing our theme this week of Content Marketing, this post digs into some of the changes that have happened with search engines (but mostly Google) and how understanding both the diversity of search results and content formats can help internet marketers gain a competitive advantage with content optimization.

There’s nothing static about Internet Marketing, but the one constant we can all count on is the persistent effort by search engines to improve search quality and user experience. Such continuous improvements can affect how content is discovered, indexed and sorted in search results as well as what external signals are considered to determine authority.

3 Steps to Create a Global Social Media Content Plan

Global Content PlanNote from Lee: I’ve known Michael Brito for about 5 years (he hired my agency TopRank Marketing when he was at HP) and I’ve followed his moves around Silicon Valley from Yahoo to Intel to his current role as SVP, Social Business Planning, Edelman Digital. Michael’s new book on Social Business (Included in our list of Optimized Online Marketing Books) is something I’ve been looking forward to and I asked if he’d share some tactical insights with our community. This post focuses on content and social media for companies operating globally.

Michael BritoCreating a social media content plan is easy if you own the customer experience in one country (well, not that easy). It’s a whole different story if that level of responsibility included countries in Latin America, Europe or Asia. When expanding into global markets, strictly from a content perspective, there are 3 important things to consider — the establishment of governance policy, a content library and community management.

How to Get More Out of Content Marketing

content marketingCompanies are jumping on the content marketing bandwagon in increasing numbers, investing in new content for articles, newsletters, whitepapers, blogs, and video to better attract and engage customers. Social media and networking offer an ideal channel for promotion but many marketers chase such tactics as a crap shoot vs. developing a body of content that grows and builds momentum over time.

In a B2B Content Marketing study by Junta42, 79 percent of companies that employ content marketing have adopted social media tactics. Social networks and media sites are often centered on content so the relationship makes sense.

Marketers involved with content and social promotion often conclude that creative promotions are essential to jumpstart attention and traffic. In some ways they’re right but many efforts at social promotion of content fall far short of their potential.

What Does “Great Content” Mean, Anyway?

great content marketingHow many times have you heard people (including me) rant and rave about the internet marketing benefits of great content? A lot, I’m guessing.  But how many of those pundits and the practitioners that read them stop to consider, What IS great content? What makes it great? How do you define that?

Is it great because the author thinks so? Or because the content was retweeted 700 times and shared 150 times on Facebook?  Was it great because there were 70 comments? Those are all things most marketers would feel satisfaction from in regard to content they created and published. But there’s a common disconnect with this idea of “great content”.