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Lee Odden

How to Integrate Blogging With Content Marketing that Inspires Action

Lee Odden on Mar 20th, 2013     Blogging, Marketing PR Conferences, Online Marketing

blogging inspires actionCompanies all over the social web are confronted with the need for  ROI in corporate blogging.

Despite blogs being named as more influential than social networks in shaping consumers’ opinions and purchase decisions, many marketers and communicators  are falling short.

Why? A focus on self-promotion has many brands running out of content  ideas and time to show a return on their blog content investment. Tolerance for quantity of content and superficial social engagement metrics as a basis for results is diminishing.

Despite these challenges, blogs provide an incredible content marketing platform for connecting directly with prospects, the media, customers, new employees, investors and the industry at large.

To offer companies a roadmap to realizing these business blogging and content marketing benefits, I will be giving a presentation at the inaugural Social Media Marketing World conference in San Diego on Tuesday, April 9th.

Miranda Miller

Social Content Relevance on Holidays: Baileys, Brennans & Tourism Ireland St Patrick’s Day Wins

Miranda Miller on Mar 19th, 2013     Online Marketing Strategy, Social Media

Social media marketing wins  holidays and special occasions.Brands often struggle to hit that elusive mix of creative, timely content relevant to their audience that still directly aligns with their brand. If you have something of a sense of humor, entertaining your audience isn’t that hard. Yet for your social content to be effective in marketing, at least a good portion must be relevant to your brand, as well. You know the deal, though; if you’re only talking about your brand or products, fans get bored with your self-promotion.

Special occasions and holidays offer marketers a great chance to get creative with their social content, to capture the attention of an increasingly attention-deficit audience.  Yet simply being an Irish company doesn’t make your product or service relevant on an Irish holiday. Being a Canadian, or American, company doesn’t guarantee relevance on holidays specific to North America, either.

Miranda Miller

Online Marketing News: Facebook’s Redesigned Newsfeed, Google Attacked Over Elephant Ivory Ads

Miranda Miller on Mar 8th, 2013     Online Marketing, Online Marketing News

2013 Social Media Roadmap

Intuit Shares a Social Media Marketing Roadmap for Brands in 2013

Intuit shared an incredibly helpful infographic on their Small Business Blog to guide marketers in their social strategy this year. Path to Social Success in 2013 assigns a theme for each quarter; we begin the year by taking a social media inventory. As we enter the second quarter next month, it’s time to focus on working on relationships. The third quarter is all about integrating everything, while at the end of the year it’s time to take stock and look forward.

Of course, these are all important aspects of social media management throughout the year. Intuit’s guide is a good reminder to help marketers remember to revisit each area and concentrate on it at some point in 2013.

Miranda Miller

Online Marketing News: More Men Managing Communities, Video in Content Marketing Grows, HMV: How Do We Shut Down the Twitter?

Miranda Miller on Feb 1st, 2013     Online Marketing, Online Marketing News

 Trends Emerge in 2013 Community Manager Report - Business 2 Community

Community Manager Appreciation Day Infographic Offers Insight to CM Platforms, Roles & Traits

Women still hold the majority of Community Manager positions, although men are making gains, accounting for 39% across the U.S. This is a marked move towards gender neutrality compared to 2010, when just 31% of Community Managers were male, according to the annual Community Manager Report from Social Fresh. Their data shows that CMs might be more mature, or at least a bit older, than the stereotype indicates: the average age of a CM was 29 in 2011, but expected to reach 32 in 2013.

Miranda Miller

3 Video Marketing Gifts: Content Repurposing Tools & Inspiration for 2013

Miranda Miller on Dec 26th, 2012     Content Marketing

Content Marketing - repurposing written blog posts to video Repeat after me: This holiday season, I resolve to take into consideration the increasingly mobile and visual preferences of my customers or readers, and to create and repurpose content to meet their needs, on whichever platform they use to connect with my business.

Recently, TopRank’s Alexis Hall and Lee Odden have each shared with us a few figures that underscore the importance of video in a modern day marketing strategy:

  • Sixty percent of executives will watch a video before reading a word of text on their screen.
  • Forty-two percent of executives have made a purchasing decision based on an online video.
  • 500 years worth of YouTube videos are shared each day on Facebook.
  • Over 3 billion hours of video is consumed monthly on YouTube.
Lee Odden

War of Words: Myth-Busting Social Media Marketing

Lee Odden on Dec 18th, 2012     B2B, Marketing PR Conferences, Online Marketing, Social Media

mythbusting social media marketingMarketing trends come and go, but what other “shiny object” topic has caused more debate than social media?

On the one hand, recent studies cited by eMarketer show that two thirds of the U.S. internet population will belong to a social network by 2013. On the other hand, a study by Harvard Business Review showed that 29% of the 2,100 organizations surveyed felt it was difficult to see the benefit of social media for their business purposes.

It’s true that with something as large, fast changing and ubiquitous as the social web there will be zealots and dissenters as well as the comfortably numb. The fact that opportunists make unsubstantiated claims as self-anointed social media experts doesn’t help matters when it comes to understanding social fact from fiction.

Miranda Miller

B2B Lead Gen & Social Media Marketing Wins with Sequenced Content

Miranda Miller on Dec 12th, 2012     Content Marketing, Online Marketing

SnowboardingAs a business journalist, I looked forward to information from a handful of specific sources each quarter. In fact, my quarterly e-commerce reports would wait until each of these select few companies, from whom I had come to expect great information, released their data. I relied on these sources for fantastic written and visual content our readers appreciated.

Now, when you have journalists and readers actually waiting on and looking forward to your content, isn’t that a massive win for your brand?

This is the power of sequenced content. Your audience comes to expect a certain type of product from you with each new installment. They subscribe to your RSS feed so they won’t miss it. They follow you in social channels to catch that first tweet once it’s released. They absolutely cannot wait to see what you’re coming up with next!

Miranda Miller

3 Examples of Companies Using Facebook as an Online Public Relations Tool

Miranda Miller on Dec 5th, 2012     Facebook, Online Marketing, Online PR, Public Relations, Social Media

Facebook Online PR ToolPicture this: your company has exciting news to share with customers, shareholders, suppliers and your target market. You’re launching a new product this week and it will be debuted at a popular industry event, sure to be attended by media, influencers and people who will want to buy YOUR product, just as soon as they learn about it.

You craft the perfect press release and send it to 1,000 of your contacts. Twenty of these people think this is such great news, they each send it to 500 of their friends, relatives and business contacts. Five of those people pass the news on to 250 of their contacts. Of course, these people are all fascinated, as you’ve been able to include pictures, a video, and they all received the message within hours!

Lee Odden

Awareness, Insight & Optimization: How Entrepreneurs Can Use Social Media to Launch New Products

Lee Odden on Nov 21st, 2012     Online Marketing, Social Media

entrepreneur social media marketingThousands of new businesses are started in the U.S. every month. Budding entrepreneurs with minds full of ambition and great ideas turn their understanding of a consumer or business problem within a market into a new product or service solution.

But there’s more to starting a business or launching a new product than a great idea and a market in need of a solution.

Many new businesses score well with the solution they’ve created including the logistics of suppliers, manufacturing, and distribution to bring that product or service to market. However, one of the greatest challenges of starting a new business centers on marketing:

Lee Odden

Is a Rush to Revenue Hurting Your Marketing Innovation & Domination?

Lee Odden on Jun 27th, 2012     Online Marketing

Revenue Marketing InnovationHere’s a familiar scenario with many companies that have tactically approached social media marketing:  “Let’s stop wasting time with this social media mumbo jumbo. We need to increase sales, grow revenue and sign up more customers!”.

On the other end of the spectrum you might hear, “Social media marketing is too difficult to measure, it’s early days. So let’s keep investing and eventually we’ll be able to see our return.”  Neither attitude has the best long term interests of the business in mind.

Clearly there are few businesses that don’t want to increase sales and conversions, but is a singular focus on revenue, especially in today’s world of connected consumers, actually helping bottom line business results or creating a longer term disadvantage?  Alternatively, is the absence of focus on revenue with social media marketing a responsible and accountable approach to the investment?

Lee Odden

The Fallacy of Influence

Lee Odden on Apr 18th, 2012     Online Marketing, Social Media

influenceHow important is influence with online marketing? Most professionals would say influence is pretty important, especially when it comes to social media. The notion is that a few key people can spread an idea to their audiences and networks, causing a brand’s content to “go viral” or at least gain more substantial distribution than if the content were promoted to the every day social media Joe and Jane.

Pursuing the “big influencers” alone, is probably one of the biggest fallacies on the web.

Put aside the challenges how to find influencers and consider what “influencer” means. To me, it’s someone that has earned ongoing attention of an audience or community and the ability to motivate others to action. There’s often a disconnect between the appearance of influence and those in a position to act on it.

Jolina Pettice

BFF’s for Increased Online Marketing Reach? PRSA Digital Impact Conference Keynote

Jolina Pettice on Apr 3rd, 2012     Marketing PR Conferences, Online Marketing, PR Conferences, Social Media

PRSA Digital Impact Conference - KeynoteCan BFF’s lead to more effective marketing?

That’s the topic of discussion for the PRSA Digital Impact Conference opening keynote featuring Caryn Marooney, vice president of technology communications for Facebook.

Before going to Facebook, Caryn explained that she ran an agency, however  she talks about having felt like a mechanical bunny always chasing something and not catching it.

Why? Everything is constantly changing. And we as PR and Marketing Pros have to be ok with that. What’s remains constant is what remains important.

3 important things we need to remember:

1. What audiences are we trying to reach
2. What are our goals
3. What tools can we use to reach our goals

As we think about audience, that of Facebook is expansive and exponential which is why it can be so effective in terms of online marketing.

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