TopRank Online Marketing

Social Business


Lee Odden

Social Visualization of Brand & Culture: IBM Voices Does the Talking

Lee Odden on Mar 12th, 2013     Guest Posts, Online Marketing, Social Business

Social VisualizationAbout today’s guest post: As companies mature their online presence though more robust social engagement, individuals within those companies are advancing use of social technologies to communicate and collaborate publicly. At the same time, consumers’ evolving use of social platforms has lead to increased expectations for brand information discovery, consumption and engagement. Surfacing organizational culture and expertise helps companies better connect with their customers in terms of who they are and what they stand for.

Tapping into the collective wisdom of an organization’s thought leadership has enabled social business transformation in ways we never would have imagined 5 or 10 years go. In today’s post,  Ethan McCarty, IBM’s Director of Enterprise Social Strategy, @ethanmcc has offered to bring some clarity to this opportunity and to share one example of what IBM is doing about it.  Ethan McCarty

Lee Odden

Connecting Marketing & IT: 5 Tips for Creating a Shared Marketing Agenda with Your CIO

Lee Odden on Nov 1st, 2012     B2B, Guest Posts, Online Marketing, Social Business

connect marketing ITOn occasion we connect with smart people and ideas we think are worth sharing as a guest post here at Online Marketing Blog. Today, I’d like to introduce you to Heidi Ambler, Director of Social Business at IBM.  Heidi has over 20 years with IBM where she leads a team responsible for their enterprise social software business.

In a digital world where technology and  consumer behaviors are changing rapidly, Heidi makes the argument for better alignment between IT and marketing as a path towards greater success and competitive advantage.

Heidi Ambler IBM Social BusinessAccording to recent survey results, 60 percent of marketers cite a lack of alignment with the company’s IT department as the biggest obstacle to reaching today’s digitally empowered and social savvy consumers.

Ashley Zeckman

Create a Stronger ROI: Return on Influence – Mark Schaefer #BWENY

Ashley Zeckman on Jun 7th, 2012     Online Marketing, Social Business

ROI, it’s a term we’ve all heard.  Typically this acronym stands for Return On Investment, but in this case we’re referring to Return On Influence.  Mark Schaefer (@markwschaefer) presented at BlogWolrd (on his birthday) on some of the key concepts in his new book Return on Influence: The New Rules of Creating and Leveraging Power on the Social Web.

At the very beginning of his presentation Mark made an interesting observation.  In the past a speakers audience was a group of people who passively sat in the auditorium and listened to what the speaker was saying. Mark Schaefer shares “Now, I am talking to an audience of audiences.”  What does that mean?  Not only are the bloggers in the room soaking up with is being shared but they are also sharing this information with their audience, in real time.  What did this session teach me about Klout, content, and creating more influence online?

Ashley Zeckman

Want to Have a Larger Impact on Your Organization? 4 Tips for Becoming A Better Influencer

Ashley Zeckman on Apr 24th, 2012     B2B, B2C, Online Marketing, Small Business, Social Business

How Can You Become A Better Influencer? Tip: You'll attract more bees with honey than you will with vinegar!

Last week Lee Odden shared a post  on attracting the attention of influencers online.  Whether we’re talking about influencers with mass appeal, or those that have a closer and more personal relationship with their followers, each person presents an opportunity to learn and grow.

That got me thinking, when it comes to the inner workings of an organization: what makes a good influencer, and would I consider myself an influencer at TopRank Online Marketing?  In my opinion, there are some key factors that make a good influencer.

  • Building a strong relationship and trust with your peers is essential in influencing their decisions.
Lee Odden

Social Engagement ROI & the Value of Exchange

Lee Odden on Feb 27th, 2012     Online Marketing, Social Business, Social Media

Social Media Engagement & ROIHow do you measure your online marketing performance? What are your goals, your KPIs and how do you measure ROI? These are pretty common questions in the world of social media marketing.

As companies evolve their people, process and technology to attract, engage and inspire customers through content, I think attention on a broader view of the value that is created warrants consideration.

Many companies that approach my agency ask about the ROI of specific tactics as if they are gambling money with a direct rate of return. If there are agencies contributing to that perspective amongst clients side marketers, I wish they would stop. It’s not helping anyone. Here’s why:

Lee Odden

Essential Resources on Social Business for Online Marketing

Lee Odden on Feb 13th, 2012     Online Marketing, Social Business, Social Media
socially optimized business - Dachis Group

Attributes of a Socially Optimized Business - Dachis Group

Add “social” to just about anything and you’ll boost interest in your topic by at least 50%. While many consultants appear to be employing that tactic to boost their interesting-ness, it’s not the case with the topic of social business.

As companies work to figure out what role social media will play with external marketing and communications, there’s a rapidly growing trend with progressive companies that are also viewing social media internally. By that I mean, they’re looking at social technologies as platforms to connect people within the company for the purposes of collaboration, tapping into the collective wisdom of the organization and bringing internal social media literacy to a level that enables external communications to scale.

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