Ashley Zeckman

What Brands Like Adobe & The San Diego Zoo Can Teach us About Instagram Marketing

Ashley Zeckman on Apr 21st, 2016     Social Media

Instagram-Marketing

Only two months after launching in 2010, Instagram had already amassed one million users. Less than a year later, they had already climbed to ten million users. Talk about a welcome solution to what is often seen as a saturated marketplace.

Today, Instagram boasts over three hundred million users. Recent research has also found that over 50% of individuals on Instagram follow brands on the platform.

All of the information above should lead marketers to one simple conclusion: Instagram has definite potential for engaging both B2B and B2C audiences.

Earlier this week, I had the privilege of attending a session at Social Media Marketing World that included Matt Rozen, the Director of Social Media at Adobe and Jenn Beening, the Social Media Planner for San Diego Zoo Global. Both of these companies have done amazing things with their branded Instagram accounts and shared some very useful tips for other companies trying to improve their strategy for marketing their brand through Instagram.

Ashley Zeckman

4 Components of a Killer Content Marketing Tactical Plan on LinkedIn

Ashley Zeckman on Apr 21st, 2016     LinkedIn

Alex-Rynne-and-Jason-Miller

“People spend time on other social networks, but they invest time on LinkedIn.”

For the first time in the history of media, users can engage with the world’s professionals in one place. The LinkedIn network provides access to a  quality audience within a professional context.

Furthermore, professionals engage with purpose and content on LinkedIn including:

  • 9 billion impressions per week
  • 15x content than job postings in the feed
  • 57% of visits coming from mobile

There is no doubt that many opportunities exist within the platform but many marketers are still trying to find a way to utilize LinkedIn to create and amplify great content. Below are 4 content marketing opportunities shared by LinkedIn’s Jason Miller and Alex Rynne that will help you build your LinkedIn Tactical Plan.

Jolina Pettice

8 Building Blocks to Create a World-Class Social Care Program

Jolina Pettice on Apr 20th, 2016     Social Media, Social Media Marketing World

social-care-program

We’ve all heard the stories of brands failing and flailing on social media as they try to respond to customer service inquiries.

And here’s why. Most companies are barely set up to meet expectations, let alone exceed them. So when they fall short, they are falling short of the bare minimum, creating friction and negative experiences between the brand and its customers for everyone to see.

Add that to the fact that some companies are doing it so well and therefore aiding an increase in customer expectations. In fact, customers now expect a response in an hour or less after reaching out to a company.  

Social Care Expectations

For the first time at Social Media Marketing World, there were sessions dedicated to building a social infrastructure to enable your company to exceed customer expectations.

Ashley Zeckman

5 Secrets for Developing a Successful Client and Agency Relationship

Ashley Zeckman on Apr 20th, 2016     Digital Marketing, Social Media Marketing World

how-to-get-the-most-out-of-your-digital-agency

Brands large and small around the globe are working with agencies to further their digital marketing efforts. Many companies have been working with agencies for years while others have traditionally kept marketing in-house and are just now dipping their toe in the water.

No matter what stage they’re in, every brand has questions about how to best work with a digital marketing agency and make the most of the relationship. To help answer those burning questions, TopRank Marketing CEO Lee Odden participated in a panel along with Mitch Joel and Jessika Phillips at Social Media Marketing World that tackled some of the questions that everyone has, but are afraid to discuss.

Below you’ll find answers to 5 of the top questions that many people have about what to do and what to avoid to develop a successful client and agency relationship.

Jolina Pettice

Learn How to Compel Your Audience to Act with These 3 Storytelling Tips

Jolina Pettice on Apr 19th, 2016     Online Marketing, Social Media Marketing World

Storytelling-Tips

When you hear the phrase “once upon a time…” your mind likely flashes to some of your favorite childhood stories. But what exactly is it that you remember about these stories, is it:

  • The conflict between Cinderella and her stepmother, that didn’t stop her from finding a happy ending?
  • The irony that Jack won a ticket on the Titanic at the last possible moment, only to slip away into the icy waters of the Atlantic?
  • The various social norms that were crossed, broken or all but forgotten in Alice in Wonderland?
Ashley Zeckman

7 Tips for Incorporating Snapchat into Your Marketing Strategy

Ashley Zeckman on Apr 19th, 2016     Online Marketing

snapchat-marketing-tips

Let’s face it, Snapchat is an application that has many of us scratching our heads and wondering if it’s simply something the “kids are doing these days” or if there is valuable as part of a marketing strategy.

The good news is, Snapchat has faced tremendous growth since launching a couple years ago. In fact, there are an average of 9,000 snaps per second and over 8 billion video views on the platform per day.

So, how fitting that the session I attended about Snapchat Marketing at Social Media Marketing World yesterday started strong with the panelists sending videos of the audience to their respective Snapchat audiences.

In this session, led by Carlos Gil of BMC Software, these brand marketers and Snapchat influencers shared some wisdom on how they use Snapchat to create connections and build engagement.

Lee Odden

50 Social Media Marketing Influencers to Follow

SMMW16 Influencers Social Media Marketing Speakers

One of the largest and most influential social media conferences, Social Media Marketing World, starts this week in San Diego.

Bringing together a mix of industry experts, influencers, brands, practitioners and social media enthusiasts, #SMMW16 represents a confluence of interests about all things social media that is virtually unmatched.

At the center of the conference is the program featuring big name speakers like Gary Vaynerchuck, Guy Kawasaki and Mari Smith. There are over 100 speakers in all that will be giving presentations and imparting their knowledge.

With such a concentration of authority, expertise and industry influence, I wanted to see who the most influential speakers are, relative to “social media”. The influence of a speaker affects who follows who and can guide which presentations to attend.

Tiffani Allen

Online Marketing News: Brightest Millennials, Branded Content, Google Penalties

Tiffani Allen on Apr 15th, 2016     Online Marketing, Online Marketing News

millennial demographic infographic

Infographic: How the Best and Brightest Millennials Live, Shop and Dream
Millennials are a popular demographic for marketers, but with that popularity can often times come stereotypes and shortcuts used to resonate with this audience without doing the legwork of truly understanding them. This infographic shows what the best and brightest of millennials do with in their day to day lives, from banking to world politics. One big takeaway is that remarkably more millennials are shopping online vs. in store, and using mobile banking apps rather than banking online or in-branch. AdWeek

Caitlin Burgess

9 Awesome Tools To Up Your Instagram Marketing Game

Caitlin Burgess on Apr 14th, 2016     Social Media

instagram-marketing-tools

Instagram has come quite a long way in its short life. From being loved as the land of sepia selfies and delicious foodie pics, Instagram is now a major social network with more than 400 million monthly active users.

According to a 2015 report, Instagram is the most important social network to American teenagers. But Instagram isn’t just for teens. Brands are also embracing it as a valuable engagement and marketing tool. In fact, 85% of top brands are using Instagram, according to a report by Simply Measured.

But the question for many brands is: How can I get the most out of my Instagram efforts?

Well, one way is embracing tools that help you easily and regularly post, engage, sell, manage accounts and measure results.

Ashley Zeckman

Book Review: 5 Takeaways From Scott Brinker’s Hacking Marketing + Bonus Author Interview

Ashley Zeckman on Apr 13th, 2016     Book Reviews, Online Marketing

scott-brinker-book-review

Digital marketing is a very competitive race. The team that is nimble, creative and working smarter will almost always win and keep the business in the end.

Many tools and processes have surfaced over the years that can help marketers improve their efficiency and deliverables. However, there are still many antiquated processes that still exist that may be hindering success.

Scott Brinker’s new book Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster and More Innovative takes a much needed look at the areas of marketing that are broken and ways that they can be fixed.

Ashley Zeckman

Keeping it Real with Content Marketing: Why Integrity, Storytelling & Creativity Reign Supreme

Ashley Zeckman on Apr 12th, 2016     Content Marketing, Online Marketing

KEEPIG-IT-REAL-WITH-CONTENT-MARKETING

Marketing is often seen as a game. A game in which the marketers are the strategists and the customers are the pawns. Unfortunately, that is a game in which nobody wins. Marketers may feel a quick rush due to their success but customers that feel duped or mislead will surely, and quickly spread news of foul marketing practices.

There is no shortcut to providing value to customers through your marketing. In fact, now more than ever self-directed buyers are relying on the content they read online to lead their purchasing decisions and if something “feels fishy” they’ll quickly move on to a more reputable source.

Because of the amount of content being created today, that also means that not only integrity, but creativity and storytelling are an incredibly important part of creating content that connects your customers to your brand.

Ashley Zeckman

7 Influential Software Marketers Creating Great Content (& Where You Can Find it)

Ashley Zeckman on Apr 11th, 2016     Online Marketing

influential-software-marketers

How often have you met someone that walks the walk, but can’t quite talk the talk? Chances are, we’ve all encountered marketers that fit that bill. Fortunately, there are many influential marketers that are consistently creating great content that showcases their expertise.

Upwards of 60% of B2B marketers have stated that creating engaging content is their top challenge. However, that does not seem to be an issue for the rockstars on this list.

This is by no means a complete list, but merely a sample of how some of today’s most influential software marketers that are putting their content where their expertise is.

Michael Gerard

Michael Gerard

Chief Marketing Officer, Curata
@michaelgerard