Archives for December 2014

25 Women Who Rock Social Media – 2014

25 Women Who Rock Social Media 2014

Today we’re celebrating the 5th and final version of the 25 Women Who Rock Social Media – 2014 edition from TopRank Online Marketing.

Nearly 100 women have been recognized over the past 4 years and the feedback I’ve received has been amazing – just like the women featured on the lists. Publishing these posts has also introduced me to some incredible individuals that are accomplishing amazing things – creating impact and making a difference – through social networking and social media content.

women rock social mediaThis year nominations were invited from all past honorees. We used Traackr for some additional discovery and a lot of the sorting and filtering of nominations down to a much smaller group. After considering the nominating source, the nomination itself, social network reach and resonance, we narrowed the list down to this year’s group of 25 social media rockstars.

Online Marketing News: Disney Is Tops, Slingshot Re-slung, Tumblr Gets Growing

Twitter vs Facebook Preference

SURVEY: If Users Are Forced to Choose Between Facebook and Twitter, Twitter Loses – The good news for Facebook in a recent survey by survey creator Survata is that if regular users of both social network were hypothetically forced to choose between keeping only Facebook or Twitter, every age group but one chose Facebook. The bad news: The one age group that opted for Twitter, albeit by the slimmest of margins, was 13 through 17. AllFacebook

Facebook Updates Trending – People gather on Facebook to talk about what’s happening in the world. In January, we introduced Trending to help people discover timely and relevant conversations about the news that they care about. This week, Facebook brings Trending to mobile and making it easy for people to explore stories from different sources. Facebook

Influencer Outreach – 5 Ways to Fail

influencer outreach fail

Content Marketing has dominated much of the conversation about marketing in the past 2 years and the popularity of influencer marketing is also on the rise. What could be better than a combination of both?

The intersection of influencer marketing and co-creation for content marketing is an area we’ve been testing and implementing thoroughly over the past 5 years. Not only have we implemented these campaigns for ourselves in partnership with marketing kingpins like MarketingProfs, Content Marketing Institute and Social Media Examiner, but also major brands like LinkedIn, Dell and McKesson.

But as the approach to content shifts from marketing departments to crowdsourcing, insourcing and community co-creation, I’ve noticed a sharp increase in sloppy or ineffective tactics like influencer outreach.

Content is not just a platform: Why I left journalism and joined TopRank Marketing

stack-of-newspapers

[Note from Lee: TopRank has made many advancements in the content marketing space over the past 5-6 years and that leadership has resulted in growth – including the addition of 15 new people to our team in the past 7 months.  Among those new faces is content marketing smartie, James Anderson, our new agency Director of Content Marketing.  

James spent over 9 years as a journalist and editor before moving into the brand publisher space. And now he’s made the full move over to the marketing realm.  You’ll be seeing a lot of James here in the coming days and weeks as he helps me advance the TopRank content marketing machine even further – please make him feel welcome!]

Our Top 10 Social Media Marketing Posts of 2014

Top Social Media Marketing Posts 2014

It’s that time of year again – time for a round up of our top social media marketing posts for the year.

2014 was full of social media marketing changes ranging from major news feed visibility drops on Facebook to the sputtering of Google+. While often cited as difficult to measure, marketers are increasingly optimistic about social media. According to a Duke University study, social media represents about 9% of marketing budgets and is expected to increase to 21% in the next 5 years.

Suffice it to say, marketing with social networks is a hot topic! Also, it’s no surprise that blog posts connected to our involvement with Social Media Marketing Examiner dominated this collection. Based almost entirely on overall popularity, these posts include coverage of the 2014 Social Media Marketing Industry report, liveblogging of the Social Media Marketing World conference and posts drawn from the SMMW14 conference eBook we created.

5 Essential Skills for Digital Marketing Consultants

digital marketing skills

Much of today’s digital marketing consulting is about data: goals, KPIs and performance metrics. Processes and technology also play a big part, serving as a point of differentiation for many digital marketing agencies and consultants.

The consulting business can be a tricky one because not all business marketing problems are clearly defined and even fewer require simple cause and effect or linear solutions. There are almost always contextual differences between various stakeholders and multiple dependencies, outside forces and differing agendas to deal with as well. Sounds like a fun career, doesn’t it?

The fast pace and increasing complexity of the digital marketing consulting world requires more than functional expertise, best practices and the ability to analyze and optimize data. All too often, the soft skills of consulting are omitted or inconsistent causing misinterpretation, ineffective insight and unmet expectations.

Online Marketing News: Mobile Ranking Signals, CEOs Wasting Money, Social Customer Service

Global Social Platform Visits

54% of Facebook Users Login Multiple Times Per Day (Twitter: 34%) – More than half of Facebook active users (54 percent) log into the social network more than once per day, compared to just over one third (34 percent) who do so on Twitter. AllTwitter

Report: 66 Percent Of Email Opens On Mobile, Mostly iOS Devices – Email marketing platform Movable Ink has released its Q3 “Consumer Device Preferences Report.” The report is focused on email engagement and based on statistics captured from across the company’s client base. Marketing Land

Three-Quarters Of Millennials Expect Brands To Be Entertaining – In Facebook’s “Coming of Age on Screens” study, 72% of young millennials from all over the world said that’s what they expect from brands – entertaining content. That’s a lot to live up to. It’s a lot harder to be entertaining on command than it is to be informative but when you hit that sweet spot the returns are insane. Marketing Pilgrim

6 Steps to an Optimized and Socialized Content Workflow

optimized integrated content

Digital marketing tactics have changed over the years but one thing has not – Customers are in the driver’s seat when it comes to the insights marketers need to deliver relevant, meaningful and useful content at the right time and the right place.

To realize the benefits of customer insight requires an integrated approach – especially when it comes to content – discovery, consumption and interaction.

Moving from planning to practice, especially within a large organization with regional operations, business units, divisions and departments, processes are essential for adoption, quality and scale. Operationalizing the integration of content, social media and optimization is one of the essential workflows that marketing departments can implement. But what does that look like?

Content Marketing Best Practices Report: Creating a Culture of Content

Culture of Content

Content at scale is something many business leaders anticipate, but few know how to implement with any measure of quality.

As companies come to appreciate the role of content as an essential business function, there come a number of opportunities to lead the way towards developing a culture of content. Companies that evangelize and institutionalize the importance of content find success beyond marketing into multiple business areas from customer service to talent acquisition.

This is essentially the research supported point of view that Rebecca Lieb and Jessica Groopman of Altimeter Group have provided in a new best practices report: The Culture of Content.

Hey, That Online Marketing Word Cloud Looks Really Familiar!

online marketing word cloud

In 2008 I wrote a blog post listing top search marketing blogs, each with a Wordle visualization image I created that was embedded from Flickr.

In that list was a word cloud for this, TopRank’s Online Marketing Blog. Apparently the image has been pretty popular as seen in gratuitous duplication from a search on Google above.

TopRankBlog word Cloud

Since the original post 6 years ago, the word cloud image has been generously repurposed by hundreds of websites – including Chief Marketer, Orbit Media Studios and even on our own site in 2009 and 2010.

Just check out this Google image SERP to see what I mean.

word cloud twitter

What’s funny is that I’ve noticed the image on other blog posts for years, but I’ve started to notice people using it as their avatar or background image on social media sites as well.

Superhero or Zero Digital Marketing Agencies – How Can You Tell?

digital marketing heroes

Today, everyone is a digital marketing expert online. Or so it seems.

The ease of publishing content on blogs, social media and even mainstream business publications has created a wave of marketing experts, each proclaiming their superhero-ness. As companies need expertise to make sense of planning and implementation of modern digital marketing programs, how can you tell which consultants are actually credible and trustworthy?

Whether you’re a new CMO, VP or Director of marketing at a company looking for consultants for help with strategy or vendors to help with implementation and software, it can be a real challenge finding the right partner – especially if pre-existing relationships don’t already exist.