Social Media

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 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.

Debbie Friez

Facebook Marketing: Hidden Tactics and Tricks from Leading Brands

L-R Michael Frenech, Cameron Partridge, Matt Gentile and Joel Price

Michael Frenech, Cameron Partridge, Joel Price and Matt Gentile

How are successful brands like Century 21, Western Union, Roadtrip Nation and the San Diego Chargers building and sustaining their Facebook communities? This Social Media Marketing World panel touted engagement as a key to a great community.

Facebook Marketing Planning

One key to great content goes back to planning. Joel Price, manager of new media, San Diego Chargers, says they review the week’s Facebook performance each Monday and plan posts for the weekend (and the week ahead) each Friday. In addition to engagement, the team is looking to drive traffic to their online assets.

Debbie Friez

Twitter Marketing – How Brands Rise to the Top of the Stream: Microsoft, BMC Software, Renaissance Hotels

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

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

Lee Odden     Content Marketing, Social Media

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

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     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     Social Media


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.


Using Emerging Social Networks to Increase B2B Productivity


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


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:


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     Social Media


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!