Where Search Fits in the Digital Marketing Mix – 12 Lessons from Lee Odden Keynote at MnSummit

Be the Best Answer - Lee Odden Keynote

I am one of the last generations that will be able to remember what it’s like to not have technology in school.

We didn’t text. We passed notes. Our really crappy handwriting scrawled across lined paper that was folded so small we were convinced the teacher couldn’t see it as we threw or passed it back and forth. Rumors, quizzes, and small talk would whiz around the room until class was done. Then, the written conversation was over until tomorrow.

If we wanted to research something we did one of three things: asked someone else or begged our parents to tell us so we wouldn’t have to do option number three—look it up in the dictionary or the library.

Jonathan Lister Keynote on Why LinkedIn is going “All-In” with Content Marketing

Jonathan Lister Content Marketing WorldThe Day 2 afternoon keynote address at Content Marketing World in Cleveland was given by Jonathan Lister, the Vice President of Sales Marketing Solutions for North America at LinkedIn, speaking on why their company is going “all-in” with content marketing.

This is an incredible time for both LinkedIn and for TopRank Online Marketing, since TopRank provides content marketing services for LinkedIn Marketing Solutions.

Did you know? Consumers are 60% through the decision making process before ever reaching out to a business.

“LinkedIn is a members-first organization –making members happy and satisfied is more important than anything we do.”

Scott Monty on How Ford Empowers Customer Storytelling & Lessons Learned

As marketers we all know that storytelling is an essential part of connecting with prospects and customers.  Scott Monty (@scottmonty) and his team at Ford have taken the art of storytelling a step further.

In his moving (yes I said moving) keynote, Scott walked the audience through some of Ford’s most recent and innovative campaigns.   In many of these campaigns the story is told not from the perspective of Ford, but from that of the consumer.  Below you’ll find more about the stories of these campaigns, the people who told them, and the lessons learned.

Let Your Customers Tell The Story

The Car: Ford Fiesta

The Buyer: Millennium’s

Are You A Guilty Marketer? Opening Keynote at #SESCHI by Mikel Chertudi of Adobe

mikel chertudi keynote SES ChicagoMikel Chertudi, Senior Director, Global Media & Demand Marketing at Adobe Systems, presented Tuesday morning’s opening keynote at SES Chicago. The goal of his presentation was to take a deep dive into:

  • How the value of what marketers do is often viewed incorrectly
  • Mistakes that many marketers are guilty of
  • What questions marketers should ask themselves in order to invest marketing dollars appropriately

Changing the Marketing Conversation
Often times, as marketers we talk too tactically

Many marketers today still refer to marketing dollars as “spend”, “budgets”, or “cost centers”. One of the things that Chertudi urges online marketers to do is change the conversation. What does this mean?  Organizations should begin considering marketing costs as an investment and not just a cost. Instead of focusing on the “burn rate” we are urged to focus on determining if our investment is large enough to fuel the growth of the company. This will enable marketing to be properly viewed as a means of growing the organization instead of being perceived as a cost center.

The Junction of Social Media & Content Marketing in New Zealand

social media junctionIn a little over a week I’ll be giving the opening keynote at a social media conference in Auckland, New Zealand called Social Media Junction. The topic? The answer to one of the most common questions asked about social media:  “The Truth About Social Media ROI”.

New Zealanders aka “Kiwis” are an active bunch on the social web with more than 2 in 5 interacting with companies via social sites and 84% of mobile social networkers there having visited Facebook (Nielsen). The social media momentum is growing and companies are hungry for information and perspective.

I’ll follow up the keynote presentation with a workshop, aka Masterclass Programme, the following day focused on Social Media Content Strategy that drills down into the mechanics of social media marketing, content marketing and SEO.  Here’s a bit of a preview on what I’ll be presenting in the workshop:

Video Fake Steve Jobs Keynote – Web 2.0 Expo

One of the most entertaining keynote presentations at the Web 2.0 Expo by far was delivered by Forbes journalist, Dan Lyons. It’s a 15 minute long story of how Dan came to start the Fake Steve Jobs blog, it’s success and lessons learned. He also makes fun of EVERYONE. Enjoy:

BTW, if you want to see the 8 minutes before the video above, check this out on YouTube.

Charlie Rose Keynote with Howard Rubenstein


In the opening keynote at Media Relations Summit, the legendary TV journalist and interviewer, Charlie Rose, had the tables turned and became interviewee with the famous PR guru, Howard Rubenstein.

Rubenstein: Why are your interviews so revealing? How do you get your guests to reveal so much?

Rose: The thing about a story… Describes the recent news over the weekend about the Clinton campaign manager getting sacked. People that do what I do want to advance a story like that. Stories are about communicating the range of emotions that are important to people.

The world I live in is driven by relationships. It’s not who you know, but how you know them.

SES NY Keynote: SEO Lessons and the Wall Street Journal

SES NY Attendees, Keynote Day 3

After gathering around the caffeine this morning for Day 3 of SES New York, attendees gathered to listen to a keynote from Gordon McLeod, President, The Wall Street Journal Digital Network.

Gordon led the audience through the evolution of SEO within the Wall Street Journal organization, noting that they didn’t necessarily do things right the first or second time.

Since 1996, The Wall Street Journal has grown to incorporate SEO as a strategic business decision, not a grouping of tactics.

Here are some of the lessons they learned along the way:

1. Website is 1.0
Content has to be in places other than the company’s website. So stop holding onto it for dear life. Let your content transcend online channels including social.

Guy Kawasaki Needs Your Links

The WebmasterWorld Pubcon conference kicked off today with a short introduction to the conference by Brett Tabke and an opening keynote by Guy Kawasaki.

Apparently Guy really wants links as he sandwiched his very thoughtful and humorous presentation with requests for links so he can boost his Technorati ranking. Apparently he’s been hovering at around 46 and wants to hit the top ten.
He started off describing his backround working with Apple and Steve Jobs and very enthusiastic slant towards all things Mac. HIs recent book, Art of the Start is a best seller and serves as an interesting lead-in to his presentation, “The art of innovation”.