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Lee Odden

Our Top 10 Social Media Marketing Posts of 2014

Lee Odden on Dec 9th, 2014     Social Media

Top Social Media Marketing Posts 2014

It’s that time of year again – time for a round up of our top social media marketing posts for the year.

2014 was full of social media marketing changes ranging from major news feed visibility drops on Facebook to the sputtering of Google+. While often cited as difficult to measure, marketers are increasingly optimistic about social media. According to a Duke University study, social media represents about 9% of marketing budgets and is expected to increase to 21% in the next 5 years.

Suffice it to say, marketing with social networks is a hot topic! Also, it’s no surprise that blog posts connected to our involvement with Social Media Marketing Examiner dominated this collection. Based almost entirely on overall popularity, these posts include coverage of the 2014 Social Media Marketing Industry report, liveblogging of the Social Media Marketing World conference and posts drawn from the SMMW14 conference eBook we created.

Lee Odden

20 Magicable Takeaways From 5 Social Media Marketing Case Studies at @smbmsp

Lee Odden on Nov 24th, 2014     Social Media

Social Media Gnome

On Friday nearly a dozen members of the TopRank Online Marketing team had the privilege of attending a packed house at 514 Studies downtown Minneapolis for Social Media Breakfast aka #SMBMSP72.

The topic? Social Media Marketing case studies. And gnomes. And bacon. And made-up words like “magicable”.

Featuring case studies about local and national brands including Land O’ Lakes, Thomson Reuters, Axonom and two Fortune 100 technology companies, presentations were given by Jaclyn Grossfield @jaclynanng, Casey Hall @CaseyHall_ and myself.

While the Minneapolis / St. Paul Social Media Breakfast events are always well attended, this one was particularly so because of the insatiable interest in practical social media marketing insights. That and maybe the introduction of the “Social Media Gnome” pictured above. Instead of “Elf on a Shelf” think of him as a “Gnome in Your Zone” watching to make sure you’re following best practices. [Cue laugh track]

Lee Odden

3 Ways to Optimize Your Brand’s Social Media Marketing Success

Lee Odden on Oct 21st, 2014     Social Media

Grand Canyon

While nearly 90% of companies are using social media for marketing, the distance between “using” and “succeeding” is of Grand Canyon proportions.

In the early stages of social media marketing maturity, business use of social media tends to go through a series of phases from not doing anything to beginning to monitor social channels to sharing content and building community. Eventually, they find their way to some form of social sales or social commerce.

To jump start the move towards a social media marketing strategy that starts to align with measurable business outcomes, here are 3 ways many companies can optimize their approach to social media.

Lee Odden

Integrating Search, Social Media and Email Marketing – @Shoutlet Webinar Recap

Lee Odden on Aug 26th, 2014     Integrated Marketing

Silos Are For Farms, Not Marketing

It’s a good thing we had a team of marketing “silo busters” present for a recent webinar hosted by Shoutlet.  Not only did this triple threat of marketers help break down the barriers between SEO, social media marketing, content marketing and email marketing, but we shined a spotlight on how to integrate.

Why is integration between search, social and email important?

Simple, it works.

It works for customers and what works for customers, works for reaching your marketing goals.

The most basic of marketers have some understanding of how their customers discover information on the web. They know their buyers’ preferences for content types and topics. Most marketers also have an idea of what offers will compel those customers to take action.  When you map that customer journey out, it is inevitable in nearly ALL cases that search, social and email play a role in bringing the customer through the buying cycle.

Nick Ehrenberg

Welcome to the Funnel, We Have Leads & Names – Jason Miller of LinkedIn at MnSummit

Nick Ehrenberg on Jul 1st, 2014     Content Marketing, Digital Marketing, Marketing PR Conferences, Online Marketing
GnR Jason Miller MnSummit

Photo credit: Jason Miller

If there is anyone that can leverage a rock and roll metaphor for content marketing, it’s Jason Miller @JasonMillerCA, Senior Manager, Content Marketing at LinkedIn (LinkedIn is a TopRank client).

And at the first ever Minnesota Search Marketing Association Summit, he did not disappoint.

Content marketing can often seem like a never ending sea of songs, and only the best tunes emerge as a hit. To separate the harmony from the noise, companies need to start with a content strategy that begins at the top of the funnel. With high-level and in-demand concepts, marketers can attract customers in droves, like fans to GnR show. Attracting attention and creating demand at the top of the funnel will keep your content tour rich with new fans. But how?

Lee Odden

Integrate Social Media Marketing With All of Your Online Marketing Efforts

Lee Odden on May 26th, 2014     Integrated Marketing, Social Media

integrated marketing social media

Integrating content across channels of discovery and engagement like social networks is an important part of optimizing for the customer experience. In fact, according to the 2014 Social Media Marketing Industry Report, 83% of marketers stated they have integrated their social media and traditional marketing activities.

Social Media contributes to all aspects of the customer journey, so integrating social media marketing with overall online marketing efforts just makes sense if you want to connect the dots for customers from education to action. But how?

I recently did an interview on this topic with Roza Tsvetkova of Komfo in Denmark and thought I’d share it here:

What is new when we talk about social integration? What is key to the integration of social media with the other online marketing efforts?

Eliza Steely

Social Media Marketing Lessons From the Movies: Ferris Bueller’s Day Off, Pretty Woman, Spaceballs & The Blues Brothers

Eliza Steely on Apr 30th, 2014     Online Marketing, Social Media

Social Media Lessons from Movies

Chances are you’ve seen at least one of these movies:  Ferris Bueller’s Day Off, Pretty Woman, Spaceballs or The Blues Brothers. Chances are even stronger that you’ve quoted one of them at least once or could describe a scene in one.

I grew up with a Blues Brothers poster on my wall, had memorized the songs from Ferris Bueller’s Day Off by the time I was five, have a weird habit of watching Pretty Woman almost monthly, and know every line of Spaceballs. Needless to say, I like classic (and funny) movies.

The cool thing about classic movies like these is that they can teach us lessons and inspire us to think about things in new ways.  I had a that kind of experience after attending a recent Minneapolis/St. Paul Social Media Breakfast where I was inspired by Tony Saucier, George Fiddler and Sarah Panus’s insights into social media marketing.

Lee Odden

How an Online Marketing Audit Can Help A Small Business Optimize Search, Social & Content Marketing

Lee Odden on Apr 24th, 2014     Content Marketing, Optimize Book, SEO, Small Business, Social Media

Online Marketing Audit

An increasing number of companies feel they have a solid content marketing strategy and tactical mix in place. Now it’s time to think about how to integrate an “Optimize and Socialize” approach into the overall online marketing program.

Two key considerations for implementing a scalable “Optimize and Socialize” content marketing approach involve where SEO and social media optimization fit within the content planning and publishing process and the skills of Social Media and SEO content creators. Here is a small business example that uses an Online Marketing Audit to start finding the answer to those questions about process and skills.

Small Business Marketing Problem: No Time For Content

Lee Odden

Social Media Smarts Interview: Justin Levy, Global Social Media at Citrix

Lee Odden on Apr 14th, 2014     Interviews, Online Marketing, Social Media, Social Media Smarts

Justin Levy

When I first met Justin Levy a number of years ago, he gave me a business card for a Brazilian steakhouse and I didn’t quite make the connection with the social media conference we were at. Following him online and running into each other at numerous conferences since, I’ve learned three things about Justin:  1. He’s incredibly fit.  2. He’s an amazing cook.  3. He’s equally intelligent and passionate when it comes to social media.

In this Social Media Smarts interview, Justin covers everything from how he came in to the social media world to how marketing and PR work together with social media programs to what he really thinks of Facebook. He also offers practical tips, insights, tools and resources that he uses to stay social media fit in his role in charge of Global Social Media at Citrix.

Nick Ehrenberg

Beyond Newsjacking: Pop Culture in Content Marketing with Movies, TV and Memes

Nick Ehrenberg on Apr 10th, 2014     Content Marketing, Online Marketing, Social Media

Content Marketing, Real-Time Marketing

The expression “newsjacking” has been popularized by David Meerman Scott and the available material on the topic is near limitless from case studies of Oreo’s Dunk in the Dark Twitter ad to missed opportunities by Poland Spring.

Related to newsjacking is the practice of leveraging popular culture references in brand messaging. Movies, music, memes and more can be deftly integrated into your social media and content marketing programs to provide an entertaining context to otherwise boring business information. Beyond attaching to something that’s popular on TV, the best applications of popular culture references find creative ways to make a connection back to the brand’s products or services.

Lee Odden

Social Media Smarts Interview: Charlie Kautz of TaylorMade Golf

Lee Odden on Apr 2nd, 2014     Online Marketing, Social Media, Social Media Advertising, Social Media Smarts

Charles Kautz

Social Media at a major brand – I think many people in the social media marketing industry would consider such a position a dream job. Or in the case of Charlie Kautz from TaylorMade Golf, the best job in social media (according to Jay Baer).

While Charlie provided a very useful tip for the recent Social Media Marketing eBook we created for SMMW14, I reached out to him after the conference to get more of a deep dive into his role at TaylorMade Golf, lessons he’s learned, how marketing and PR work together, the importance of SEO and what he really thinks about Facebook.

What makes your job at TaylorMade-adidas “The Best Job in Social Media”? 

Emily Bacheller

Measuring Social Media ROI – Brands Pull Back the Curtain at #SMMW14

Emily Bacheller on Mar 30th, 2014     Social Media, Social Media Marketing World

A panel discusses social media ROI

Marketers are increasingly faced with the challenge of proving the monetary value of social media marketing to the C-suite. Since social media is typically less of a sales tool and more of a means of nurturing new leads and maintaining a relationship with current customers, putting a price tag on social media can be a difficult thing to do.

The C-Suite will always be concerned with profit, so it’s imperative that marketers can either prove that social media is making their brand money by generating new leads or saving their brand money though customer retention.

Nick Robinson of SAP, Scott Gulbransen of DSI (formerly of H&R Block) and Lewis Bertolucci of Humana were all faced with the challenge of measuring social media ROI for their respective companies. At Social Media Marketing World, these big-brand marketers shared their secrets for measuring social media ROI in a session moderated by social ROI expert Nichole Kelly:

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