TopRank Online MarketingTopRank Online Marketing Blog

Social Media


Eliza Steely

3 Tools to Help You Find Influencers in Social

Eliza Steely on Nov 25th, 2013     LinkedIn, Online Marketing, Social Media, Social Media Tool

Finding Influencers on Social MediaInfluencers are influential. They have a significant following on their social channels and are so knowledgeable about a topic that people not only like to consume their content, but share it. Engaging an influencer and being promoted by them is a great way for your brand to increase visibility, grow a following, and rank in search. Sounds simple right? It’s actually something many brands struggle with.

There are over 500 million registered Twitter accounts, 300 million active monthly Google+ users, and 1.26 billion Facebook users. Add to that the 150 million people that are active on Instagram in any given month, the 70 million on Pinterest, and the 238 million members on LinkedIn and it’s no wonder finding influencers is a bit like playing “Where’s Waldo?”

Lee Odden

B2B Social Media Marketing Trends & Tips for 2014

Lee Odden on Nov 18th, 2013     B2B, Social Media

B2B social media marketingAre you a B2B Marketer that’s not fully on board with being social with your marketing? Have you started and you’re looking for a little inspiration?

Here’s a short presentation I’ll be giving this week in Moscow (in addition to a 3 1/2 hour social media marketing workshop).

While there are flavorings towards a Russian audience, (Yandex, Vkontakte, Odnoklassniki) there’s also plenty of good advice for any B2B company that hasn’t fully embraced opportunities on the social web.

In particular, I think newer B2B marketers will appreciate the Social Media Marketing Maturity Model that outlines various stages that companies will experience as they gain more experience and confidence with social media.

Lee Odden

Social Media Workshops & Training – A Journey, Not a Destination

Lee Odden on Nov 14th, 2013     Online Marketing, Other Events, Social Media

AudienceIn a past life during my career in the business world, I was a corporate trainer. Interestingly, I received training on becoming an instructor from the Army (Reserves) and the corporate world at the same time. Many of the core principles were very similar (understand your audience, clear learning objectives, inform and interact, evaluate for competence), although the subject matter was clearly different.

One of the key lessons I learned after developing various training programs and running hundreds of people through them is that skills development is never finished for a company. The temptation to create a certification program and then consider your staff “trained” is simply not realistic. This is especially true when it comes to the multi-dimensional aspects of social media and what it means for improving business.

Lee Odden

It’s Not the Moment, It’s the Story – A Bigger Picture View of Personal Social Media Participation

Lee Odden on Nov 13th, 2013     Social Media
Lee Odden Instagram

My favorite personal socnet: Instagram!

Social media technologies and platforms are now everywhere internet connectivity exists: desktop, tablet, smartphones and even kitchen appliances, cars and wearable devices.

While social technology usage has matured significantly, there are many business professionals who either haven’t started or aren’t comfortable with the behavior of public sharing.

One of the most common criticisms or objections I hear is that an individual Tweet, Facebook post or image on Instagram isn’t going to make a difference amongst the stream of social noise published every second. In fact, it can seem pretty overwhelming to executives my age, because expectations of their position are generally high and so is their own uncertainty about the impact of social media participation.

Brian Larson

Tips for Pictures That Generate Breakthrough Results in Social #SESCHI

Brian Larson on Nov 7th, 2013     Facebook, Marketing PR Conferences, Online Marketing, Search Engine Strategies, Social Media, Social Media Smarts, Social Networking, User Generated Content

Visuals in Social #SECHI

What picture of your brand are you painting in social? I don’t mean metaphorically, I mean what visuals are you using to represent what you do and what your audience cares about? Study and after study indicates that visual content is far more impactful in social than its text-only counterpart, and yet a majority of brands interacting in social aren’t adjusting their content mix accordingly.

Cliches are Cliches Cause They Work

“A picture is worth a thousand words.” We’ve all heard the phrase, and for good reason. Especially when it comes to engaging your audience in social. Laura Roth, of Incisive Media, moderates today’s session focused on ‘harnessing the power of visuals’ in social.

Eliza Steely

How IBM Turned B2B Social into a Lead Gen Machine & How You Can Too #SESCHI

Eliza Steely on Nov 7th, 2013     B2B, Marketing PR Conferences, Online Marketing, Search Engine Strategies, Social Media

B2B Lead Generation

IBM is famous—there’s no doubt about that. They’ve been known for everything from innovative products to impressive profits. But at SES Chicago, they’re known for their ability to generate leads from social—something B2B companies don’t necessarily always do well.

90% of brands say they measure social engagement, but only 15% of CMOs say they can quantify social ROI. Clearly, there’s some sort of disconnect that needs to be addressed. Michelle Killebrew and John Lee bridged the gap in their presentation with an IBM case study on how B2B companies can leverage social media for lead gen.

What IBM Did

Killebrew shared a case study that serves as a powerful example of how IBM used social to take their website and social to the next level:

Lee Odden

Integrating Public Relations & Content Marketing – It Doesn’t Have to be Scary

Lee Odden on Oct 31st, 2013     Content Marketing, Integrated Marketing, Marketing PR Conferences, Online Marketing, Social Media

HalloweenAt this year’s PRSA International conference in Philadelphia, a few thousand PR professionals from all over the world gathered for the latest trends and insights into the future of PR and communications.

For my part, I presented on the growing role of Content Marketing for Public Relations to a packed room of attentive and inquisitive PR and communications pros.

On top of the networking, awards and education, there was plenty of connecting with old friends. I was happy to see Shonali Burke (who is handling book PR for Robert Scoble and Shel Israel’s new book, Age of Context) as soon as I walked into the venue hotel. Shortly after we connected with Richard Bagnall (founder of Metrica, acquired by Gorkana) who came over from London.

Eliza Steely

#SMBMSP59: What You Need to Know about Location-Based Social Media for Business

Eliza Steely on Oct 31st, 2013     Marketing PR Conferences, Online Marketing, Social Media

@toprank #smbmsp59On Halloween you expect to see costumes, candy, spooky decorations and….bacon?! Yes you read that correctly. At this morning’s Minneapolis and St. Paul Social Media Breakfast there was bacon. And bacon costumes. Several of the TopRank team opted for their own unique costumes like Gumby, Wayne (from Wayne’s World), a hunter, and Steve Jobs.

With the surge in apps with location-enabled features—Foursquare, Facebook, Yelp, Instagram, and Twitter to name a few—it’s no surprise that this month’s breakfast delved into best practices for incorporating location-based (or location-aware) apps a part of your social media strategy. Presenter Christopher Lower of Sterling Cross Communications used case studies & success stories to offer advice to attendees. Here are 16 key takeaways our team gleaned from the presentation:

Brian Larson:

Lee Odden

How 5 Large Consumer and B2B Brands Are Using Vine

Lee Odden on Oct 30th, 2013     Online Marketing, Social Media

TopRank on VineThis post is from one of TopRank’s social media strategists, Emily Bacheller. As companies look for examples of using different social media platforms, I asked her to find examples of major brands using Vine. Here’s what she found:

There’s been considerable debate in the marketing community as to whether or not Vine is a valuable social marketing tool for B2B brands.  While the six second video app has proved its worth to B2C organizations, B2B brands have lagged behind in testing this video platform.

In this blog post, I hope to show that Vine videos have a number of useful applications for companies of all sizes that would like to diversify their content mix. The highly consumable and shareable nature of these short videos as well as the ability to embed them on any web page means that you don’t necessarily need a large following on Vine itself to get major exposure.

Lee Odden

Customer Empathy Plus Brand Leadership FTW at Social Brand Forum

Lee Odden on Oct 24th, 2013     Integrated Marketing, Marketing PR Conferences, Social Media

integrated online marketing“Win More, Suck Less – How to Optimize Your Social, Search, & Content Marketing”

That’s the title of a presentation I’ll be giving today in Coralville, Iowa at Social Brand Forum a conference run by Nick Westergaard.

Other speakers include Jay Baer, Gini Dietrich, DJ Waldow, Marcus Sheridan, Laura Fitton and more.

The cool thing about my presentation title is, I didn’t decide what it would be. Our Facebook community did. I’ve also run a survey of our community to share their smarts in other ways. Some of that will end up in the presentation too.

That’s the beauty of social networks:  The ability to connect with a group of like minded people in an ongoing transfer of knowledge, ideas and feedback.

Brian Larson

How to Build a B2B Community in Facebook

Brian Larson on Oct 10th, 2013     B2B, Facebook, Marketing PR Conferences, Social Media

Mike Lewis at MPB2B

Yes, B2B marketers lean towards LinkedIn as the social network of choice…and for good reason. But that doesn’t mean that a very real opportunity doesn’t exist to create a community in the world’s largest social network – Facebook.

Consider this, according to Hubspot’s “Intro to Facebook for Business”, 41% of B2B companies have acquired a customer through Facebook.

Mike Lewis,VP of Digital Strategy TATA Consultancy Services, kick starts the panel discussion with a challenge to marketers to consider the opportunities they may be missing in Facebook. With his challenge heard, Lewis shares his methodical approach to determining how to best create & nurture a B2B community in Facebook by launching into his ’3 Initial Keys to Standing out on Facebook’.

1) Pay Attention

Before you ‘listen’ for your opportunities, begin with an understanding of:

Eliza Steely

Social Media & The Law – 11 Things You Need to Know Now

Eliza Steely on Oct 3rd, 2013     Online Marketing, Other Events, Social Media

social media and the lawAt TopRank Online Marketing, our Monday mornings are usually filled with lots and lots of coffee, the clicking and clacking of keyboards being furiously typed on, and the chatter of internal meetings. But this week, our Monday was full of bacon, social media, and the law.

Several of our social media savvy team attended the monthly Minneapolis and St. Paul Social Media Breakfast that delved into how social media and the law intersect.

A panel of lawyers, Emily Buchholz and John C. Pickerill, answered questions about everything ranging from copyright infringement and employers asking for account logins to what photos are ok to post and how to deal with negative comments online. If you’re involved in the social media world, legal issues can and will affect you.

To optimize your online marketing performance, contact us at TopRank | ©2014 TopRank® Online Marketing | Top