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Lee Odden

B2B Marketing on Facebook? Yes! So Say IBM, Volvo, Salesforce & Lattice Engines

Lee Odden on Oct 13th, 2014     B2B, Facebook, Marketing PR Conferences

b2b marketing

It goes without saying that Facebook is most commonly associated with consumer marketing since it’s hardly a place for industrial engineers to talk about the latest manufacturing process or for enterprise software companies to promote side by side feature comparisons.

But behind those companies are people – both on the brand and the buyer side of the B’s in B2B. B’s are people too and those people use Facebook to connect with peers socially. They may not look for product spec sheets for manufacturing hardware on Facebook, but they can get an idea of the people behind the companies they buy from as well as a more personal look at companies outside of nuts and bolts, hardware and software.

Evan Prokop

Creating a Culture for Making Business Social – 5 Tips from Dell’s Connie Bensen

Evan Prokop on Jul 2nd, 2014     Marketing PR Conferences, Online Marketing, Social Business, Social Media

Creating a Culture for Making Business Social - Connie Bensen of Dell - #MNSummit

In an age of marketing and business that is increasingly social, many businesses and thought leaders stress the importance of creating a culture that embraces social media inside and out. A social media savvy business encourages collaboration across teams, surfaces expertise from subject matter experts and can scale brand and community engagement by drawing upon the collective wisdom of employees and customers.

Few have been as passionate and successful at going beyond social business theory into action as Connie Bensen, leader of Global Social Content Strategy and Governance at Dell (Dell is a TopRank client).

A Top 20 Social Media Influencer and coiner of the phrase ‘Social Bizologist (The person responsible for guiding the integration of social media into the business functions of an organization) Connie’s session at the 2014 MNSearch Summit was jam packed with tips for companies of any size to socialize their business to improve collaboration, social advocacy and marketing.

Evan Prokop

New LinkedIn Profile Features: 4 Tips to Optimize Your Presence

Evan Prokop on Jun 11th, 2014     LinkedIn, Online Marketing, Social Media

LinkedIn Profile Optimization

Never one to rest on its laurels, LinkedIn recently announced some interesting new profile features that can help you stand out, be found and measure the impact of your LinkedIn presence (disclosure, LinkedIn is a TopRank client).

Here are 4 ways you can take advantage of the new LinkedIn profile updates: 

Stand out With New Profile Image Options

The trend towards getting more visual has taken hold of all aspects of social media and LinkedIn profiles are about to get the same treatment.

Some new image features to be on the lookout for are:

  • Larger headshot photos
  • Expanded profile headers
  • Free gallery of background images
Lee Odden

Disruption in Digital Marketing and Communications – Insights from 19 Major B2C and B2B Brands

Lee Odden on Jun 5th, 2014     Content Marketing, Integrated Marketing, Online Marketing, Social Media

Digital Convergence Marketing PR

I recently had the pleasure of presenting at an Integrated Marketing Communications conference called INTEGRATE with an audience of Master’s Degree students and faculty at West Virginia University.

It was an impressive conference because of the passionate and talented faculty presenting but especially the students – most of whom work full time jobs as they earn their Master’s Degree in IMC.

Here is the presentation I gave: Digital Convergence: The Integrated Marketing and Public Relations Imperative – Disruption in the digital media world has reached every aspect of marketing and communications. Brands compete with publishers and consumers are empowered to publish and influence like never before. The convergence of marketing and PR creates all new opportunities for brands to build authority and grow business while competitors continue to work in silos.

Lee Odden

Integrate Social Media Marketing With All of Your Online Marketing Efforts

Lee Odden on May 26th, 2014     Integrated Marketing, Social Media

integrated marketing social media

Integrating content across channels of discovery and engagement like social networks is an important part of optimizing for the customer experience. In fact, according to the 2014 Social Media Marketing Industry Report, 83% of marketers stated they have integrated their social media and traditional marketing activities.

Social Media contributes to all aspects of the customer journey, so integrating social media marketing with overall online marketing efforts just makes sense if you want to connect the dots for customers from education to action. But how?

I recently did an interview on this topic with Roza Tsvetkova of Komfo in Denmark and thought I’d share it here:

What is new when we talk about social integration? What is key to the integration of social media with the other online marketing efforts?

Lee Odden

2014 Social Media Marketing Industry Report

Lee Odden on May 19th, 2014     Marketing & PR Industry, Social Media

2014 Social Media Marketing Industry ReportMike Stelzner over at Social Media Examiner has published the 6th Annual Social Media Marketing Industry Report based on a survey of over 2,800 marketers.

It’s a pretty robust report at 50 pages and covers the gamut of social media marketing topics from the most important social platforms for marketing to the most important social content types to the ways marketers will be changing their approach to social media in the future.

Some of the highlights include:

  • 92% of marketers say social media is important for their business (up from 86%)
  • 58% of marketers say original written content is the most important form of content
  • 68% of marketers plan on increasing their use of blogging
  • 61% of marketers plan to increase Google+ activities in 2014
Eliza Steely

Social Media Marketing Lessons From the Movies: Ferris Bueller’s Day Off, Pretty Woman, Spaceballs & The Blues Brothers

Eliza Steely on Apr 30th, 2014     Online Marketing, Social Media

Social Media Lessons from Movies

Chances are you’ve seen at least one of these movies:  Ferris Bueller’s Day Off, Pretty Woman, Spaceballs or The Blues Brothers. Chances are even stronger that you’ve quoted one of them at least once or could describe a scene in one.

I grew up with a Blues Brothers poster on my wall, had memorized the songs from Ferris Bueller’s Day Off by the time I was five, have a weird habit of watching Pretty Woman almost monthly, and know every line of Spaceballs. Needless to say, I like classic (and funny) movies.

The cool thing about classic movies like these is that they can teach us lessons and inspire us to think about things in new ways.  I had a that kind of experience after attending a recent Minneapolis/St. Paul Social Media Breakfast where I was inspired by Tony Saucier, George Fiddler and Sarah Panus’s insights into social media marketing.

Lee Odden

If Google+ Is The Walking Dead, Should Your Brand Run?

Lee Odden on Apr 28th, 2014     Marketing & PR Industry, Online Marketing, Social Media

Google Plus

A flurry of online media has covered the recent news that Google+ head Vic Gundotra is leaving Google and that about 1,000 of the team that worked on Google+ will now be assigned to different teams. Techcrunch ran the sensationalistic title “Google+ is Walking Dead” which has received more than a little pushback from Google reps.

So, what does this shift in leadership and staff mean for the Google+ platform? What does it mean for people and companies attempting to use Google+ for marketing?

An article in the Huffington Post offers a punchline: “The Google+ profile you haven’t looked at in months isn’t going away anytime soon. The difference is that Google is going to start paying a lot less attention to it, too.”

Lee Odden

How an Online Marketing Audit Can Help A Small Business Optimize Search, Social & Content Marketing

Lee Odden on Apr 24th, 2014     Content Marketing, Optimize Book, SEO, Small Business, Social Media

Online Marketing Audit

An increasing number of companies feel they have a solid content marketing strategy and tactical mix in place. Now it’s time to think about how to integrate an “Optimize and Socialize” approach into the overall online marketing program.

Two key considerations for implementing a scalable “Optimize and Socialize” content marketing approach involve where SEO and social media optimization fit within the content planning and publishing process and the skills of Social Media and SEO content creators. Here is a small business example that uses an Online Marketing Audit to start finding the answer to those questions about process and skills.

Small Business Marketing Problem: No Time For Content

Lee Odden

Tweetiquette – Turn Twitter Pet Peeves Into Best Practices

Lee Odden on Apr 23rd, 2014     Online Marketing, Social Media

Tweetiquette

With over 240 million users and 500 million tweets sent per day, Twitter is as ubiquitous as it gets in terms of social media.

With all that use comes a variety of opportunities as well as opinions about what to do and what not to do. There’s nothing static about best practices on social networks and Twitter is no different.

Of course some things stay the same. In 2009 a study was done of Twitter content and 40% was deemed “pointless babble“. I suspect many Twitter users would agree that a certain portion of today’s tweets fall in that same category. This got me thinking about what it is that annoys people about Twitter? If we discover the things people don’t like, perhaps the opposite or removal of those behaviors can point us in the right direction.

Lee Odden

Social Media Smarts Interview: Justin Levy, Global Social Media at Citrix

Lee Odden on Apr 14th, 2014     Interviews, Online Marketing, Social Media, Social Media Smarts

Justin Levy

When I first met Justin Levy a number of years ago, he gave me a business card for a Brazilian steakhouse and I didn’t quite make the connection with the social media conference we were at. Following him online and running into each other at numerous conferences since, I’ve learned three things about Justin:  1. He’s incredibly fit.  2. He’s an amazing cook.  3. He’s equally intelligent and passionate when it comes to social media.

In this Social Media Smarts interview, Justin covers everything from how he came in to the social media world to how marketing and PR work together with social media programs to what he really thinks of Facebook. He also offers practical tips, insights, tools and resources that he uses to stay social media fit in his role in charge of Global Social Media at Citrix.

Nick Ehrenberg

Beyond Newsjacking: Pop Culture in Content Marketing with Movies, TV and Memes

Nick Ehrenberg on Apr 10th, 2014     Content Marketing, Online Marketing, Social Media

Content Marketing, Real-Time Marketing

The expression “newsjacking” has been popularized by David Meerman Scott and the available material on the topic is near limitless from case studies of Oreo’s Dunk in the Dark Twitter ad to missed opportunities by Poland Spring.

Related to newsjacking is the practice of leveraging popular culture references in brand messaging. Movies, music, memes and more can be deftly integrated into your social media and content marketing programs to provide an entertaining context to otherwise boring business information. Beyond attaching to something that’s popular on TV, the best applications of popular culture references find creative ways to make a connection back to the brand’s products or services.

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