B2B Marketing Blog - TopRank®

B2B Marketing views, news and interviews.

Debbie Friez

How to Tame the Wild Wild West of Social Media Reputation

In the Wild, Wild West of Social Media Digital Reputation, employees create social accounts without governance. But, are they on brand?

At the Digital Summit Minneapolis, #DSMPLS, Casey Hall,Thomson Reuters, shared a process for taming the horses and adding governance to the stable.

The Audit

Start by searching your company name and all variations of it, says Hall. You can use a simple spreadsheet or a database to keep track of the channel name, followers, last activity, link and log if there were any brand issues.

Once you have found all the rogue channels, you need to determine if it is a relevant channel or if it needs to move to the takedown.


How to Tame the Wild Wild West of Social Media Reputation

3 Examples of Brands Using Podcasts to Increase Sales, Offer Value & Build Audiences

MIMA Event Podcasting

[Note From Ashley: TopRank Marketing team members Debbie Friez and Joel Carlson recently attended a Minnesota Interactive Marketing Association (MIMA) event in Minneapolis and collaborated to bring you the insights below from the event.]

Long gone are the leisurely evenings and weekends where people disconnected from the outside world and made time to relax. Today’s consumers are ALWAYS connected and constantly consuming information from a variety of sources.

The question for marketers is: how can you capture the attention of your audience while they’re on the go and multi-tasking constantly? One of the solutions that has surfaced in recent years is incorporating podcasts into your digital marketing mix.

Below we’ll dive in to three case studies MIMA social broadcasting event that uncover how different brands are working podcasts into their marketing strategy.


3 Examples of Brands Using Podcasts to Increase Sales, Offer Value & Build Audiences

3 Ways to Measure the Value of Your Social Media Marketing Program

social-media-measurement

Inherently knowing that there is value in social media marketing and being equipped to show value are two different things.

Social media provides a unique and often-challenging opportunity to connect one-on-one with customers, prospects and fans of your business. However, only 42% of marketers feel that they are able to accurately measure the value of their social media efforts.

“Social media enables relationships to be built regardless of traditional barriers like distance or language. For brands, this provides a forum to listen and learn – and if you’re smart, take action based off of what you learn,” says Alison Herzog, Marketing Director, Global Social Business & Digital Strategy at Dell, (a TopRank Marketing client).


3 Ways to Measure the Value of Your Social Media Marketing Program

12 Tools to Help You Optimize Your Social Media Marketing Results

Friez and Cleary at #SMMW15

Strategy gives you direction, but tools help you get there quicker, says Ian Cleary, founder, RazorSocial at Social Media Marketing World. Once you have a strategy, then you need tools to help you save time and provide value.

Twenty-six percent of marketers spend 6-10 hours a week on social media. Let’s explore twelve possible problems and the tools that can help solve those problems and make you more productive.

12 problems and the tools to solve them

1. People not seeing your content? Consider using PostPlanner, which was just a Facebook planner up until it recently added Twitter. You can –

  • Schedule content
  • Decide what type of content to share
  • Discover new content
  • Allows you to create a queue of content

12 Tools to Help You Optimize Your Social Media Marketing Results

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

How Big Brands Measure and Communicate Social Media Success

Facebook Marketing: Hidden Tactics and Tricks from Leading Brands

L-R Michael Frenech, Cameron Partridge, Matt Gentile and Joel Price

Michael Frenech, Cameron Partridge, Joel Price and Matt Gentile

How are successful brands like Century 21, Western Union, Roadtrip Nation and the San Diego Chargers building and sustaining their Facebook communities? This Social Media Marketing World panel touted engagement as a key to a great community.

Facebook Marketing Planning

One key to great content goes back to planning. Joel Price, manager of new media, San Diego Chargers, says they review the week’s Facebook performance each Monday and plan posts for the weekend (and the week ahead) each Friday. In addition to engagement, the team is looking to drive traffic to their online assets.


Facebook Marketing: Hidden Tactics and Tricks from Leading Brands

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.


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

Social Media Marketing World 2015 – What We’re Looking Forward to Most

SMMW15

by Debbie Friez & Brooke Furry of TopRank Online Marketing

One of the best ways to succeed in social media marketing is to not be afraid to test and fail. The landscape is ever changing, and as marketers, we need to adapt quickly and learn from others. Social Media Marketing World (#SMMW15) this week in San Diego is just the type of conference that can provide marketers this opportunity.

If you’re not able to attend, don’t worry. Brooke Furry and I will be attending #SMMW15 in order to learn, network and create content (live blog) many of the most important presentations. We’re committed to providing you with social media marketing insights and highlights to inspire you to succeed.


Social Media Marketing World 2015 – What We’re Looking Forward to Most

Marketing Tips For Utilizing the Private Social Network MeWe

Debbie Friez
Debbie Friez
Social Media

MeWe-mobile

From James: Today’s post is the first 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 using social media for customer service.

They call it the “privacy revolution.” People are wanting more privacy when interacting online, so they are gravitating to new private social networks, like Ello and MeWe.  How do marketers capture this audience and engage on social channels without advertising or company pages?

For the purpose of this discussion, we will concentrate on MeWe. In her predictions post, Phyllis Khare touts the potential of MeWe among the newcomers in the realm of private social networks.


Marketing Tips For Utilizing the Private Social Network MeWe