Social Media

Social Media Marketing Case Studies: Learning Moments and Key Takeaways From #SMBMSP76

TopRank at #smbmsp76

Here at TopRank Online Marketing, we believe in the power of collaborative learning. Our team members’ backgrounds in diverse aspects of marketing; including PR, communications and SEO; allow us to work together to manage all aspects of digital marketing for our clients, including social media marketing.

However, the social media marketing industry is unique, in that the majority of social media expertise is learned from experience: either ours or that of our peers. That’s why we love attending industry events to get the scoop on creative new social media marketing best practices.

One such event is Social Media Breakfast, which is hosted in downtown Minneapolis’ 514 Studios. Last week, eight TopRank employees attended a Social Media Breakfast session on social media case studies that explored some inventive social media campaigns that local marketers are running for their B2B and B2C customers.

How Big Brands Measure and Communicate Social Media Success

L-R: Susan Beebe, Chuck Hemann, Christopher Penn and Dan Gingiss

L-R: Susan Beebe, Chuck Hemann, Christopher Penn and Dan Gingiss

We have all struggled with what to measure to show how our social media program is performing. Additionally, how do you best communicate the results to executives, managers and other stakeholders? At the Social Media Marketing World conference, experts from Discover Financial Services, Tyson Foods and Intel Corporation reviewed tactics for showcasing their successes.

Steps to Measurement Success
The first step is to find the stakeholders across the organization, which might be an internal audience of executives or managers or an external audience of consultants, partners and customers. Susan Beebe, Manger, social media & online communities, Tyson Foods says to then find out what matters to them.

Things to consider when measuring:

  • Reputation metrics
  • Competitive landscape

Twitter Marketing – How Brands Rise to the Top of the Stream: Microsoft, BMC Software, Renaissance Hotels

L-R: Rob Wolf, Nicole Taylor, Pam Moore, Tyler Anderson, and Eric Tung

Rob Wolf, Nicole Taylor, Pam Moore, Tyler Anderson, and Eric Tung

What are brands doing to rise to the top of the Twitter stream? Marketers from Microsoft, BMC Software and Renaissance Hotels at Social Media Marketing World (#SMMW15) explained what has been working in their social media world.

Every Brand has Different Goal
Twitter is to inform, says Rob Wolf, social media manager, Microsoft. He manages the corporate Twitter account, which is used to break company news, along with some engagement with customers and influencers. They look to Facebook more as an engagement tool.

Renaissance Hotels, a division of Marriott International, looks to Twitter to distinguish themselves in a crowded brand market. Nicole Taylor, senior manager, digital marketing, says she is challenged to work with the local hotels to help them understand why Twitter is relevant.

How To Achieve Customer Service Success Using Social Media

social-media-customer-service

From James: Today’s post is the second in a series of four articles on social media marketing – all part of a contest within TopRank Marketing for a chance to attend Social Media Marketing World. Watch for the next post in the series on how to create impact with Instagram.

According to a 2012 Nielsen Social Media Report, nearly half of all U.S. consumers use social media to ask questions, report satisfaction, or to complain. That means that your customers will inevitably take to Facebook, Yelp, or Twitter to talk about your brand. Are you ready to field questions, comments, and criticisms from your customers on social media? Providing attentive customer service on social media sites doesn’t need to be stressful. Continue reading to learn how to respond to all kinds of comments from your customers – the good, the bad, and the ugly!

How to Be Creative AND Brand Compliant in Social Media Marketing

Social Media Marketing

Ask social media managers about “brand standards” and you might elicit some uncomfortable expressions. Brand standards, created to ensure uniformity with brand messaging and imagery, can sometimes feel like restrictions for creative social development.

“Do I really need to include all these brand logos and elements in every social message?”

The answer (most often) is yes, but don’t let this dampen your spirits. Maintaining a consistent brand identity is vital for long-term business growth, and you can still flex your creative social muscle within brand guidelines. Here are some tips that can help you stretch your brand’s identity to its creative peaks:

Employees Are Your Best Social Media Advocates – Here’s Why #SMMW14

Jay Baer

What if I told you that you could increase the reach of your social content by a factor of ten by utilizing a resource that you already have?

What resource is this, you ask? Your employees.

Jay Baer, CEO of Convince and Convert explains that when your employees are satisfied with their job, they become your biggest brand advocates. True advocacy is born from culture, not technology or marketing.  Brand advocates, whether they are your customers or employees, appreciate and relate to the culture of your company.

Your employee’s happiness can also have a huge impact on your brand’s social media success. In fact, in 2012, 40 of the top companied to work for were also some of the most successful companies in social media.

How UFC Is Throwing Big Blows On Social Media

UFC NMX 2014Big sports are big business.  There are billions of dollars to be made and no sport is growing faster than the Ultimate Fighting Championship (UFC).  Millions of viewers worldwide tune in to watch fighters pummel each other.  Jackie Poriadjian SVP/Strategic Marketing/PR & Distribution for UFC and Dave Taylor sat down and discussed How The UFC Rocks Social at NMX 2014.

The Stats

Lets take a look at some of the numbers that make the UFC a true heavyweight.

  • Largest PPV Event In The World – Bigger than the WWE, professional boxing, or any other pay-per-view event out there.  The UFC is the real king of the ring when it comes to transactional viewing events.
  • Broadcast In 28 languages – That’s just as many as the BBC, the world’s largest broadcaster.  That’s the big reach their fighters wish they had.

How to Get Thousands of Facebook Fans in 6 Months #NMX

Social Marketing, Andrea Vahl, NMXWhen I first wrote this headline, it almost sounded too good to be true. Sure, you can generate Facebook fans via random followings, scattered postings, and local word-of-mouth. Eventually, you’ll run out of steam – and your company page will run out of influence. There is a better way to handle social marketing on Facebook – and it can bring thousands of active people into your community.

Social media consultant Andrea Vahl presented such a plan at NMX, focusing on the harmonious relationship between content strategy and efficient Facebook page design. You won’t even need to raid the company budget much – Vahl emphasized that these tips are made for businesses with little room for additional social marketing funding.

Here are Vahl’s 5 easy steps to skyrocket your Facebook brand page:

Social Media & The Law – 11 Things You Need to Know Now

social media and the lawAt TopRank Online Marketing, our Monday mornings are usually filled with lots and lots of coffee, the clicking and clacking of keyboards being furiously typed on, and the chatter of internal meetings. But this week, our Monday was full of bacon, social media, and the law.

Several of our social media savvy team attended the monthly Minneapolis and St. Paul Social Media Breakfast that delved into how social media and the law intersect.

A panel of lawyers, Emily Buchholz and John C. Pickerill, answered questions about everything ranging from copyright infringement and employers asking for account logins to what photos are ok to post and how to deal with negative comments online. If you’re involved in the social media world, legal issues can and will affect you.

The Future of Content Marketing According to Lee Odden at #CMWorld 2013

Lee Odden - Content Marketing World 2013“Content is storytelling – storytelling that creates experiences. Customers and communities are insatiable, so you have to feed them content.”

At Content Marketing World in Cleveland, Ohio – one of TopRank’s fearless leaders, Lee Odden, spoke with Content Marketers from over 40 different countries on “The Future of Search & Social” in the first breakout session of the day.

1. Content is more than information – it is storytelling that provides meaningful experiences.

Setting the stage with, “Content isn’t King – it’s the Kingdom,” Lee positions content as the reason search exists in the first place. 16% of all search queries have never been seen before. Could that possibly mean that they, or (gasp) you, are potentially creating content no one cares about?

What Content Marketers Really Need to Know About SEO – A Twitter Chat With @JoePulizzi #CMWorld

Content SEOCompanies large and small are investing in content creation now, more than ever. Whether the investment in content marketing supports branding, sales, customer service, PR or recruiting, there are specific audiences and brand messages involved.

Kudos to companies making the effort to create more useful content to help answer customer questions. But what good is investing in all that content if it’s not easy to find and share?

Search is a direct expression of intent and what better time for your useful content to be available than at your customers’ moment of need? It’s the perfect time of course, so companies pumping out content without amplification are literally throwing money away.

Should Your CEO Actively Use Social Media? Here’s How from Chris Brogan

Chris Brogan - Lee Odden

Marketers With Beards!

Social Media for Executives – Interview with Chris Brogan originally published on Tech Page One.

With 27% of total U.S. internet time spent on social networking sites (Experian) and 55% of marketers spending more marketing budget on social media in 2013 (eMarketer), the momentum of the social web has clearly gained mass appeal.

Yet many executives I’ve talked to feel as if they are watching from afar versus playing in the game. Social participation, let alone integration, with current marketing and sales activities is unfamiliar and uncomfortable.

How can business executives gain confidence in deciding on the right social channels, platforms and tools? How can social technologies support and advance current marketing, communications and business goals?