TopRank Online Marketing

Lee Odden

2010 MarketingSherpa Social Media Marketing Guide

Lee Odden on Feb 3rd, 2010     Book Reviews, Online Marketing, Social Media

One of the most trusted sources of marketing research and information is MarketingSherpa. I’ve been a subscriber for many years and always look forward to the reports on Search Marketing, Email Marketing and B2B Marketing. Last year MarketingSherpa started conducting research and publishing a Benchmark Report on social media marketing.

The new Social Media Marketing Benchmark Report (affiliate link) was recently released and I’ve had a few days to take a look and will provide a review for our readers.

As you can expect, this guide is a “meaty” 250 plus pages of research, charts & tables, examples and well written advice. Over 2,000 marketers participated in the survey covering a myriad of topics ranging from strategy to forecasting & budgeting to integration with other marketing channels to specific research on social applications such as Twitter, Facebook and blogs.

Lee Odden

Jumping off the Social Media Cliff

Lee Odden on Jun 8th, 2009     Online Marketing, Social Media
susanica

Photo credit: Susanica

Of those that reach out to our agency at TopRank, most of the companies I talk to are intrigued and even excited about social media. The challenge for organizations is that they’re often not exactly sure where to start or what will happen if they do.

For many companies, kicking off a social media effort is like jumping off a cliff. The question to consider, as asked at last week’s OMS event, is whether your company is jumping as a base jumper or a Lemming?

What I mean by that is a question as to whether your organization is following others blindly into the chasm of social web participation or are planning and preperations being made first? Are the right people being educated and given the proper tools? Is there a plan with a specific objective?

Jolina Pettice

SES NY: 3 Approaches to Social Media

Jolina Pettice on Mar 26th, 2009     Online Marketing, Online PR, Public Relations, Search Engine Strategies, Social Media, Social Networking

Thinking about social media? Or are you waist deep and need some help? A session today at SES NY highlights different approaches to social media, its purpose and how and why you should get involved.

Li Evans, of Key Relevance, hammers home the need for social media strategy within her presentation.

Social Media – done for the sole purpose of traffic or links – probably isn’t social media you should be doing. Social media is not about your marketing message, it’s about what the customer has to say good or bad. It’s about them talking about you.

Whatever you do socially, remember that the end user has control of your message and sometimes your brand. Li goes on to explain that these conversations are happening any way, online and offline, so would you rather be part of it or continue to ignore it?

Jolina Pettice

SES NY: Social Media for the Little Guy

Jolina Pettice on Mar 25th, 2009     Online Marketing, Search Engine Strategies, Social Media

Day 2 at SES NY kicks off with a lesson in Social Media for tdsc06314he little guy.

The purpose of the session is to find out how small companies with small budgets can freely tap the world of social media to improve business and increase sales.

Here’s what we learned from Jennifer Evans Laycock:

Take the ‘marketing’ out of Social Media Marketing because it isn’t about marketing, but rather about conversations.

In addition, there is a reason social media is called the bleeding edge, because it can hurt especially if approached in the wrong way.

Remember, when you are developing marketing plans, that the goal is not to integrate the latest big thing but rather to integrate what works. As a small guy, the people on the leading edge are other marketers and not likely to be your prospect. There’s nothing wrong with leveraging pre-established social tools.

Lee Odden

Best and Worst Practices Social Media Marketing

Lee Odden on Feb 12th, 2009     Online Marketing, Social Media

Search Marketing Social Media Google Trends

Social media is hot, just take a look at Google Trends to see the comparison between topics like “search marketing” being eclipsed by “social media” in terms of search volume and news references – at least according to Google. Along with all that “hotness”, there’s good and bad when it comes to the way companies are beginning to engage social media channels.

Search Marketing Social Media Twitter Venn

On Twitter, the difference between mentions of  ”search marketing” and “social media” are even more pronounced. Of course this is by no means a formal assessement, but it gives you an idea of what people on the web are paying attention to and in some cases, what they expect.

Lee Odden

Roadmap for Social Media Marketing Strategy

Lee Odden on Dec 4th, 2008     Online Marketing, Social Media

Central to the notion of effective social media participation is the ability to create, publish and share content. The sheer volume of information on the topic of social media marketing makes filtering and prioritizing what’s most important to a specific organization a challenging task.

There’s a lot of excitement from marketers and companies but not everyone is exactly sure how to go about it.

I think it’s important to focus on the key components of what it takes to deploy an effective social media strategy individually and as a whole. By understanding the social web as it relates to fundamental marketing principles, tactics, tools and best practices, you can create a framework or roadmap for the development of a working strategy.

Lee Odden

Social Media Marketing Tactics and Resources

Lee Odden on Mar 31st, 2008     Online Marketing, Social Media

Recently internet marketing legend, Larry Chase of Web Digest for Marketers asked for a contributed article on marketing with social media. Unlike many SEO focused social media marketing practitioners which tend to emphasize promoting stories to go “hot” for traffic bursts and ancillary links, TopRank focuses on a long term mix of Branding/PR/SEO tactics to engage in discussions and promotions within social communities.

To make the article more social, I asked several social media savvy friends and industry contacts in the public relations, direct marketing and search marketing business for their tips and resources.

Contributors included: Brian Solis, Neil Patel, Chris Winfield, Mike Moran, Rohit Bhargava, Jeremiah Owyang, Muhammad Saleem, Jason Falls as well as sources: Steve Rubel, Robert Scoble, Charlene Li, Andy Hagans, Pete Cashmore, Chris Brogan, authors Huba/McConnell and Emanuel Rosen. Thank you to all who particpated!

Lee Odden

What is Your Social Media Marketing Strategy?

Lee Odden on Mar 25th, 2008     Online Marketing, Social Media
Social Media Marketing Strategy

Social Media Marketing Strategy

There are many reasons social media can be a productive marketing channel or platform. Rather than emplying it as a tactic du jour, the purpose should dictate strategy and the tactics used for reaching desired goals. A few common outcomes for social media marketing efforts include:

  • Gain insight into a community of interest -You can run all the customer surveys you want, but some of the most interesting and progressive market research can be found within the social communities where your customers interact, share information and make recommendations. Tapping into the streams of dialog is a great start to engagement and social participation with your brand.

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