Ashley Zeckman

Social Media Marketing World 2016: Insights, Top Blog Content & Words of Wisdom

Ashley Zeckman on Apr 25th, 2016     Social Media, Social Media Marketing World

SMMW-Recap-2016

Last week, we had the privilege of participating in the annual Social Media Marketing World conference in San Diego. We joined over 3,000 other marketers and marketing influencers who were looking to explore the latest trends and best practices for social media marketing.

From the moment (literally) that I stepped on the plane, I had a conversation about the upcoming conference with the woman next to me. It was her first time at a conference like Social Media Marketing World and she planned on spending the flight trying to figure out which sessions made the most sense for her to attend.

Ashley Zeckman

Learn How to Create a More Effective Influencer Marketing Strategy

Ashley Zeckman on Apr 25th, 2016     Influencer Marketing, Social Media Marketing World

Influencer Marketing Lee Odden

“Who is more influential to you than the people closest that you respect and trust?” – Lee Odden

In the time that I’ve been at TopRank Marketing, I’ve had the opportunity to witness first-hand how influencer marketing can be an incredibly powerful way to build credibility for a brand, and create connections with the right people.

I remember that one of my first experiences with influencer marketing was an interview that I did with Avinash Kaushik (that was of course facilitated by Lee Odden). I was overwhelmed by how humble and happy he was to collaborate with me. Why? Because Lee and the team at TopRank Marketing had found ways to feature him previously and begin building that relationship.

Jolina Pettice

8 Building Blocks to Create a World-Class Social Care Program

Jolina Pettice on Apr 20th, 2016     Social Media, Social Media Marketing World

social-care-program

We’ve all heard the stories of brands failing and flailing on social media as they try to respond to customer service inquiries.

And here’s why. Most companies are barely set up to meet expectations, let alone exceed them. So when they fall short, they are falling short of the bare minimum, creating friction and negative experiences between the brand and its customers for everyone to see.

Add that to the fact that some companies are doing it so well and therefore aiding an increase in customer expectations. In fact, customers now expect a response in an hour or less after reaching out to a company.  

Social Care Expectations

For the first time at Social Media Marketing World, there were sessions dedicated to building a social infrastructure to enable your company to exceed customer expectations.

Ashley Zeckman

5 Secrets for Developing a Successful Client and Agency Relationship

Ashley Zeckman on Apr 20th, 2016     Digital Marketing, Social Media Marketing World

how-to-get-the-most-out-of-your-digital-agency

Brands large and small around the globe are working with agencies to further their digital marketing efforts. Many companies have been working with agencies for years while others have traditionally kept marketing in-house and are just now dipping their toe in the water.

No matter what stage they’re in, every brand has questions about how to best work with a digital marketing agency and make the most of the relationship. To help answer those burning questions, TopRank Marketing CEO Lee Odden participated in a panel along with Mitch Joel and Jessika Phillips at Social Media Marketing World that tackled some of the questions that everyone has, but are afraid to discuss.

Below you’ll find answers to 5 of the top questions that many people have about what to do and what to avoid to develop a successful client and agency relationship.

Jolina Pettice

Learn How to Compel Your Audience to Act with These 3 Storytelling Tips

Jolina Pettice on Apr 19th, 2016     Online Marketing, Social Media Marketing World

Storytelling-Tips

When you hear the phrase “once upon a time…” your mind likely flashes to some of your favorite childhood stories. But what exactly is it that you remember about these stories, is it:

  • The conflict between Cinderella and her stepmother, that didn’t stop her from finding a happy ending?
  • The irony that Jack won a ticket on the Titanic at the last possible moment, only to slip away into the icy waters of the Atlantic?
  • The various social norms that were crossed, broken or all but forgotten in Alice in Wonderland?
Lee Odden

50 Social Media Marketing Influencers to Follow

SMMW16 Influencers Social Media Marketing Speakers

One of the largest and most influential social media conferences, Social Media Marketing World, starts this week in San Diego.

Bringing together a mix of industry experts, influencers, brands, practitioners and social media enthusiasts, #SMMW16 represents a confluence of interests about all things social media that is virtually unmatched.

At the center of the conference is the program featuring big name speakers like Gary Vaynerchuck, Guy Kawasaki and Mari Smith. There are over 100 speakers in all that will be giving presentations and imparting their knowledge.

With such a concentration of authority, expertise and industry influence, I wanted to see who the most influential speakers are, relative to “social media”. The influence of a speaker affects who follows who and can guide which presentations to attend.

Ashley Zeckman

Marketers Unite: Join us for April’s Mega Social Media Marketing Conference #SMMW16

Ashley Zeckman on Apr 7th, 2016     Social Media, Social Media Marketing World

smmw16-preview

Social media marketing is no longer seen as the passing fad it once was. In fact, brands have invested billions of dollars trying to build a social community that would ideally build awareness, engage potential customers and eventually lead to sales.

However, to this day over 65% of marketers are still challenged to assess the effectiveness of their social media activities and 62% are still struggling to design an effective social media strategy (eMarketer).

It’s clear that while there is opportunity with social media marketing, there is still much to be learned. Later this month some of the TopRank Marketing team will be attending Social Media Marketing World in San Diego. This conference is the largest of its kind and will not disappoint social media marketers looking for a way to improve effectiveness and create a more effective social media strategy.

Below are just a portion of the sessions that we are most excited to attend and cover at the upcoming conference. Let’s dive in!

Brooke Furry

Social Media Marketing World 2015: Memorable Moments & Top Takeaways #SMMW15

Debbie Friez and Brooke Furry at Social Media Marketing World 2015

They say that the third time’s the charm. According to the word on the street (and our own opinions), Social Media Marketing World 2015 may have been the best party Michael Stelzner and his team have thrown since the conference’s inaugural event in 2013.

Three of TopRank Online Marketing’s team members – Debbie Friez, Brooke Furry, and of course Lee Odden – flew out to this year’s event in gorgeous San Diego. Hanging out in SoCal definitely makes you want to wear sandals and sit in the sun – which made us ecstatic, coming from still-snowy Minnesota.

But we didn’t completely enter vacation mode. Our goal was to make friends, increase our social know-how, and mingle with fellow marketers. Lee gave a presentation Friday afternoon entitled “Repurpose on Purpose: Personalized Content for your Target Audience,” while Debbie and Brooke live blogged and tweeted the event’s top takeaways.

Debbie Friez

12 Tools to Help You Optimize Your Social Media Marketing Results

Friez and Cleary at #SMMW15

Strategy gives you direction, but tools help you get there quicker, says Ian Cleary, founder, RazorSocial at Social Media Marketing World. Once you have a strategy, then you need tools to help you save time and provide value.

Twenty-six percent of marketers spend 6-10 hours a week on social media. Let’s explore twelve possible problems and the tools that can help solve those problems and make you more productive.

12 problems and the tools to solve them

1. People not seeing your content? Consider using PostPlanner, which was just a Facebook planner up until it recently added Twitter. You can –

  • Schedule content
  • Decide what type of content to share
  • Discover new content
  • Allows you to create a queue of content
Brooke Furry

How to Create and Repurpose Content That Customers Really Want

Lee Odden, TopRank Online Marketing CEO

According to Content Marketing Institute and Marketing Profs, 50% of marketers say that producing content consistently is a top challenge. Our clients at TopRank Online Marketing verify this statistic every day – as does our own team. Substantial content that answers audience questions in an authoritative way doesn’t grow on trees. Good content takes precious time and energy to create!

You’ll be happy to hear that marketers don’t need to create more content – they just need to create smarter content. This is where the idea of repurposing comes in – and Lee Odden is a big fan.

If you’ve never abided by the three “R’s” – “reduce, reuse, recycle,” then you might be wondering why would I want to repurpose my content? What good will that do me?

Debbie Friez

How Big Brands Measure and Communicate Social Media Success

L-R: Susan Beebe, Chuck Hemann, Christopher Penn and Dan Gingiss

L-R: Susan Beebe, Chuck Hemann, Christopher Penn and Dan Gingiss

We have all struggled with what to measure to show how our social media program is performing. Additionally, how do you best communicate the results to executives, managers and other stakeholders? At the Social Media Marketing World conference, experts from Discover Financial Services, Tyson Foods and Intel Corporation reviewed tactics for showcasing their successes.

Steps to Measurement Success
The first step is to find the stakeholders across the organization, which might be an internal audience of executives or managers or an external audience of consultants, partners and customers. Susan Beebe, Manger, social media & online communities, Tyson Foods says to then find out what matters to them.

Things to consider when measuring:

  • Reputation metrics
  • Competitive landscape
Brooke Furry

How Content Marketers Can Tell Better, More Strategic Stories

Storytelling around a campfire

As a marketer, are you a good storyteller? Do you have a content marketing strategy that guides your storytelling?

Maybe you already know how to build a content marketing strategy, but you’re curious to know how to improve it.

Jason Miller, senior manager of content marketing for LinkedIn Marketing Solutions, is a natural storyteller – and he has awesome storytelling tips for marketers. (Disclosure: LinkedIn is a TopRank Marketing client)

In his session at Social Media Marketing World 2015 in San Diego, Jason kept the audience captive, sharing what seemed like a million excellent insights on storytelling to inspire and motivate marketers.

In addition, he gave key insights on how to better use LinkedIn (his area of expertise) for more effective content publishing and promotion.

Tell stories in your voice.