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Debbie Friez

Twitter Marketing: How Brands Can Rise to the Top of the Stream #SMMW15

Debbie Friez on Mar 26th, 2015     Online Marketing, Social Media, Social Media Marketing World
L-R: Rob Wolf, Nicole Taylor, Pam Moore, Tyler Anderson, and Eric Tung

L-R: Rob Wolf, Nicole Taylor, Pam Moore, Tyler Anderson, and Eric Tung

What are brands doing to rise to the top of the Twitter stream? Marketers from Microsoft, BMC Software and Renaissance Hotels at Social Media Marketing World (#SMMW15) explained what has been working in their social media world.

Every Brand has Different Goal
Twitter is to inform, says Rob Wolf, social media manager, Microsoft. He manages the corporate Twitter account, which is used to break company news, along with some engagement with customers and influencers. They look to Facebook more as an engagement tool.

Renaissance Hotels, a division of Marriott International, looks to Twitter to distinguish themselves in a crowded brand market. Nicole Taylor, senior manager, digital marketing, says she is challenged to work with the local hotels to help them understand why Twitter is relevant.

Lee Odden

5 Steps to Personalize Repurposed Content for Your Target Audience #SMMW15

Lee Odden on Mar 24th, 2015     Content Marketing, Social Media
teamtoprank

Alexis, Kat, Jolina & Evan from #TeamTopRank brainstorming content.

Repurposing content is most often a function of efficiency. Marketers investing in content have always sought to extend the value of their content marketing efforts by repurposing, re-skinning or reimagining content into alternative forms.

In fact, repurposing is so popular, there are over 1 million search results in Google for “repurpose content”. And for good reason:

50% of marketers say producing content consistently is a top challenge. CMI/MarketingProfs

Exploding the eBook. Developing a substantial eBook for example, creates a rich source of information from which many derivative works can be created ranging from blog posts to infographics. The folks at Kapost have promoted the content pillar approach with some great examples of this.

Content Pillar Kapost

Lee Odden

A Fascinating Interview with Sally Hogshead on Authority, Marketing Success and Personal Brand #authority2015

Lee Odden on Mar 19th, 2015     Interviews, Marketing PR Conferences, Social Media, Social Media Marketing World

Sally Hogshead

Energetic, enthusiastic, smart, funny – fascinating. Those are the words I would use to describe Sally Hogshead. You know, Sally Hogshead, the best-selling author, hall of fame speaker and CEO of Facsinate Inc?

Sally is one of the keynote speakers at the upcoming conference in May from our friends at Copyblogger Media: Authority Rainmaker.

As a preview to her presentation and in between flights, she agreed to answer a few questions about influence, authority and a brand she finds most fascinating. Sally also reveals why we should spend less on marketing and why consumers will spend a LOT more. Her answers are insightful, entertaining and some of them definitely involve fascination.

Much of your work focuses on how individuals can use ‘fascination’ to help gain trust, respect and influence. How do brands benefit from ‘fascination’?

Lee Odden

All New Sophisticated B2B Marketing Guide for LinkedIn

Lee Odden on Feb 25th, 2015     B2B Marketing, LinkedIn

B2B Marketing Guide LinkedIn

It wasn’t that long ago that most business marketers thought of LinkedIn purely as a place for online resumes and prospecting future hires. Today, with nearly 350 million members world-wide, LinkedIn has become a formidable marketing and sales resource for B2B marketers across the web.

In fact, LinkedIn is evolving as a full marketing funnel solution through it’s mix of content and advertising solutions. In particular, through the LinkedIn Lead Accelerator that serves as a lead generation and nurturing service.

full funnel marketingWhile new product and service offerings are fine and good, there’s a saying I live by when it comes to tools. “A tool is only as useful as the expertise of the person using it.”

That’s why this updated version of The Sophisticated Marketer’s Guide to LinkedIn is so timely.

Joel Carlson

How to Make a Marketing Impact with Instagram

Joel Carlson on Feb 24th, 2015     Social Media

Instagram_Marketing

From James: Today’s post is the fourth and final in a series of articles on social media marketing – all part of a contest within TopRank Marketing for a chance to attend Social Media Marketing World. Watch for live posts from the winner of the contest March 25 -28.

Boom! Making an impact and making it quickly is a primary goal of social media. You only have a few seconds to grab ahold of the attention of your followers while they’re scrolling through their stream, so impact is important.

Andy Thomson

Using Emerging Social Networks to Increase B2B Productivity

Andy Thomson on Feb 23rd, 2015     B2B Marketing, Social Media

B2B-Productivity-Apps

From James: Today’s post is the third in a series of four articles on social media marketing – all part of a contest within TopRank Marketing for a chance to attend Social Media Marketing World. Watch for the next post in the series on how to create impact with Instagram.

While many businesses ban social networks such as Facebook, Twitter, and YouTube at work, there are some unconventional social networks that may actually increase productivity, especially for those in B2B. A couple networks really pop out in this regard.
Cyber Dust and Yo App are fringe startup social apps that, while gaining dubious fame for their apparent uselessness, have grown to have very practical utility.

James Anderson

Build Your Own Brand Marketing Social Newsroom: Tips From SAP at #C2C15

James Anderson on Feb 18th, 2015     Brand Journalism, Marketing PR Conferences, Social Media
Brand-Marketing-Social-Newsroom

SAP’s Celia Brown and Amy Hatch pose for a photo after their session at Content2Conversion

Celia Brown and Amy Hatch came to brand journalism from different directions: One marketing and the other journalism. It’s the perfect mix for setting up a social newsroom, as the two have demonstrated at SAP. 

At the Content2Conversion Conference, the duo offered three T’s of winning the marketing moment by establishing a social newsroom:

Talent

The two skill sets that each woman brought to SAP’s Social Newsroom dovetail perfectly. Amy, who sees the reporter side, said reporters love to get the big scoop. With a reporter on staff in the marketing department, content began to offer a transparency that wasn’t always evident, Amy said, in marketing content.

Emily Bacheller

How To Achieve Customer Service Success Using Social Media

Emily Bacheller on Feb 12th, 2015     Social Media

social-media-customer-service

From James: Today’s post is the second in a series of four articles on social media marketing – all part of a contest within TopRank Marketing for a chance to attend Social Media Marketing World. Watch for the next post in the series on how to create impact with Instagram.

According to a 2012 Nielsen Social Media Report, nearly half of all U.S. consumers use social media to ask questions, report satisfaction, or to complain. That means that your customers will inevitably take to Facebook, Yelp, or Twitter to talk about your brand. Are you ready to field questions, comments, and criticisms from your customers on social media? Providing attentive customer service on social media sites doesn’t need to be stressful. Continue reading to learn how to respond to all kinds of comments from your customers – the good, the bad, and the ugly!

Debbie Friez

Marketing Tips For Utilizing the Private Social Network MeWe

Debbie Friez on Feb 11th, 2015     Social Media

MeWe-mobile

From James: Today’s post is the first in a series of four articles on social media marketing – all part of a contest within TopRank Marketing for a chance to attend Social Media Marketing World. Watch for the next post in the series on using social media for customer service.

They call it the “privacy revolution.” People are wanting more privacy when interacting online, so they are gravitating to new private social networks, like Ello and MeWe.  How do marketers capture this audience and engage on social channels without advertising or company pages?

For the purpose of this discussion, we will concentrate on MeWe. In her predictions post, Phyllis Khare touts the potential of MeWe among the newcomers in the realm of private social networks.

Lee Odden

The Super Bowl of Content Marketing Audits – Optimized, Socialized & Integrated

Lee Odden on Feb 2nd, 2015     Optimize Book, Social Media

digital marketing audit

With the Patriots win last night, I can’t help but try and squeeze a football metaphor into this post. See? It got your attention!

Like football of days past, mainstream Digital Marketing has evolved. From a focus on single channels like email or search, to multi-channel programs and even into omni-channel – all are driven by the importance of creating compelling experiences for buyers. Or fans.

While companies with mature, sophisticated and budget rich marketing programs are riding this digital marketing wave, the practical reality is that many companies are in need of a clear plan for expansion. Creating a consistent user experience across channels, online and offline (kind of like winning the Super Bowl) is a lot easier said than done.

James Anderson

Social Media Video – Essential Tips and Takeaways from #SMBMSP74

James Anderson on Jan 26th, 2015     Social Media, Visual Marketing
SMBMSP-Video-Social-Media

Panelists including, from left, Jeff Achen, David Krejci, Farrington Starnes and Chuck Olsen address the audience at the January 23 SMBMSP event.

Digital marketers have known for some time that video is an essential part of the marketing mix: 76% of B2B companies use video as a content marketing tactic. Video is also an important part of a social media content strategy. After all, YouTube is the second most popular search engine after Google and Facebook has more than 1 billion daily video views.

Great examples of companies using video to enhance both B2C and B2B marketing are in high demand whether from major brands, agencies and small DIY businesses. At TopRank Online Marketing we’re always on the lookout for social media video trends and new examples to share with our community and clients. That’s why seven members of our team attended a recent Social Media Breakfast at 514 studios in Minneapolis – to learn how other companies are implementing video as part of a social media strategy.

James Anderson

Traditional Media for Content Marketing: Pros, Cons, Examples and Best Practices

James Anderson on Jan 20th, 2015     Content Marketing, Integrated Marketing, Online Marketing, User Generated Content

Traditional-Media-content-marketing

How many times has traditional media been pronounced dead in the past decade? We’ve lost count, right? While there is no denying that TV, newspapers and radio have lost a ton of ground to digital, the fact of the matter is traditional media still matters. Even to digital marketers.

In fact, some marketers are finding that traditional media is a becoming a great platform for engaging buyers. Consider brands like Doritos, Coca-Cola and others that are asking for consumers to submit short video clips via their company websites and social media channels. Those clips are curated into commercials that are airing during major events like the SuperBowl and the Academy Awards. In fact, 20% of ads in Super Bowl XLVII in 2013 included some form of crowdsourcing from major brands like Coca-Cola, Audi, Doritos, Pizza Hut and others. The incentive to participate in these contests is big for consumers willing to give up names and multiple forms of contact information just to take part.

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