B2B Marketing Blog - TopRank®

B2B Marketing views, news and interviews.

SMX Session: Leveraging Brand-Lovers

dsc00440.JPGIn the Branding & Search session today at SMX West, panelists gave the audience many, many items to consider regarding their own brand or their client’s brand.

Let’s start by discussing the people that the brand is ultimately trying to influence.

Edwin Wong, Director of Customer Insights Organization – Yahoo!, touched on this by explaining that people love brands that love what they love. A mouthful right?

He labeled these folks, “Passionistas”.

Let’s use me as an example. I love food and cooking, so I love the Food Network because they share my passion. The theory holds true so far.

More interesting, is that Passionistas search 184% more than others. (No surprise here, but I’m in the search industry so we’ll move past me as the example on this one. :))


SMX Session: Leveraging Brand-Lovers

Session: Search Marketing and Persona Models

dsc00394.JPGThe personas session, today at SMX, reminded me so much of psychology classes in college. A large group of people discussing why other people behave the way they do.

Gord Hotchkiss, President and CEO of Enquiro, kicked things off by helping the audience understand the factors impacting how humans make decisions, including:

  • explicit, implicit memories
  • past interactions with a brand
  • current interactions with the brand
  • emotions

Additional panelists included:
Brian Bond, VP Marketing and Products, Future Now, Inc
Ian Lurie, President, Portent Interactive

As Ian put it, personas are our brand’s imaginary friends.

I think the advantage of personas is really in the research it takes to get there. In order to develop personas, you must dive deeply into what’s behind prospects’ decision making, something that companies may not always invest the time in understanding.


Session: Search Marketing and Persona Models

Bridging the Gap: Old and New SEO @ SMX West

Golden Gate Bridge

As part of our media sponsorship of the SMX series of conferences, I’ve been picked as the TopRank blogger to visit the Bay Area next month for SMX West – Feb 26-28, 2008 in Santa Clara, CA.

Looking at the agenda for the 3 day conference, one can tell that there are big shifts taking place in the search industry, specifically the transition from ‘old SEO’ (i.e. the optimize and wait approach) to ‘new SEO’ (i.e. optimize, then promote promote promote approach). Validating this transition, many session titles include topics such as ‘Search 3.0’, ‘Search 4.0’ and the ‘Blended Search Revolution’.

Co-chaired by industry legends Danny Sullivan and Chris Sherman, SMX West will be full of SEO industry leaders providing attendees with ideas about how to bridge the gap between the banks of the old and the opportunities of the new.


Bridging the Gap: Old and New SEO @ SMX West

Have it Your Way at SMX West

smx-burgerl.jpg

One of the (if not THE) fastest growing conferences over the past year has been Search Marketing Expo. A real world compliment to the successful Search Engine Land blog, the Sphinn community and Search Marketing Now webinars, the SMX shows have brought both a familiar (Danny and crew) and unique flavor to the search marketing conference circuit.

SMX West is coming up fast on February 26-28, 2008 in Santa Clara, CA and offers:

  • 50 different sessions
  • 13 different tracks
  • 3 different ways to attend (All Access, Networking or Exhibits-Only)
  • 1 big satisfaction guarantee. If you register now, you’ll save $200.

There appears to be something for everyone with the 3 different show attendance options and a variety of topical and level of expertise tracks ranging from SEO Bootcamp to SEO 3.0 and 4.0.


Have it Your Way at SMX West

SMX Social Media NYC Day 2 Recap

SMX Social Media Day 2

The end of SMX Social Media in New York is upon us. At the close of the conference today, the audience is leaving with a lot of tips and tricks and “how-to”s to make their social media marketing more effective. The main idea pushed on the audience by nearly every one of the presenters was that social media takes time and research, and when done correctly can increase traffic, links and brand recognition from all over the world.

To read about the sessions of Day 2, read my previous posts:

Effectively Leveraging Social Networking

Micro Communities

Wikipedia, Yahoo Answers and Answer Sharing


SMX Social Media NYC Day 2 Recap

Session: SMX Wikipedia Yahoo Answers

Wikipedia, Yahoo Answers and Answer Sharing panel

Raise your hand if you like your opinions to be heard. Good! That’s what I though. SMX Social Media’s session on answer sharing with Wikipedia (#1 reference site) and Yahoo Answers (#2 reference site) gave insight that appealed to those of us with big mouths and a hankering for research.

Matt McGee, SEO Manager of Marchex, spoke first on Yahoo Answers. Yahoo Answers is a place for users to ask and answer questions. Ask and answer as many as you like, but don’t answer with garbage. Make sure you do your research to provide the best answer to the users. There is even a small search box within the answer submission page where you can do a little online research and provide links in your answer to make it better and more believable. It will help your reputation as a Yahoo Answers contributor.


Session: SMX Wikipedia Yahoo Answers

Session: SMX Micro Communities

Micro Communities panel

Do you have an interest in crochet? Extreme ironing? Wearing only green shoes? There is probably a social networking community out there for you so you can connect with like-minded people who share your interests. At SMX Social Media this afternoon Rand Fishkin and Liana Evans both spoke on how to find, use and leverage these smaller social networking communities.

To find these micro communities in your vertical, you can check out the web 2.0 lists of social media lists, search for topic relevance and coverage in a search engine and read the social media discovery blogs. The long tail of social networking sites and micro communities is very, very long. You will be able to find a targeted micro community focused on what your interest is.


Session: SMX Micro Communities

Session: Effectively Leveraging Social Networking

Effectively Leveraging Social Networking panel

When you have all the social media essentials, and you know that you need to be social and active in your social networking communities, how do you effectively leverage that to benefit yourself (and your company)?

The speakers in this session on SMX Social Media Day 2 gave the audience tips and recommendations on how to best use social networking, specifically Facebook, LinkedIn and MySpace, to make yourself known in the networking world.

Dave McClure of 500Hats spoke first with a fun tutorial on Facebook. Facebook is great for promoting events and for joining groups to share your brands and ideas and products to those interested in your industry. One of the main characteristics of Facebook that Dave focused on was leveraging the news feed in Facebook.


Session: Effectively Leveraging Social Networking

SMX Social Media NYC Day 1 Recap

SMX

At the close of Day 1 of SMX Social Media, I reviewed the absolute basics of what I’ve learned over the day: Social Media users love Digg, del.icio.us and StumbleUpon. 🙂

Throughout the day, many speakers from different companies and backgrounds gathered to talk about their love of Digg, how to best use del.icio.us and what tips we needed to know to best utilize StumbleUpon as a marketing tool. We also learned about the importance of tags in social media, and Guillaume Bouchard noted that Technorati, Flickr, Facebook and YouTube were some of the best and most popular social media sites for tags. And since linkbait can drive a significant amount of traffic to your site, retain that traffic by continuing to post interesting content in the days and weeks following your initial linkbait. Don’t tease your visitors. Give them a reason to keep coming back.


SMX Social Media NYC Day 1 Recap

Session: SMX Guide to Social Bookmarking and Tagging

Social Bookmarking and Tagging session

Read an interesting blog post lately? Save it. Want to share it with others? Tag it and make it publicly accessible online. Or maybe you just want a safe place to save an article you will get around to reading on your weekly dive into your del.icio.us account. No problem. Social Bookmarking and Tagging both have this covered for you.

Social bookmarking and tagging aren’t just about saving items for you anymore. Revert back to your preschool rules, and you will find social bookmarking is just “sharing” on a global level. How else can you research and trade information with thousands and thousands of people all around the world in an up-to-the-minute fashion?


Session: SMX Guide to Social Bookmarking and Tagging

Session: Linkbait – Chumming for Traffic on Social Media Sites

Linkbait session

Drop a viral video into a sea of young and old, democrats and republicans, men and women and voters of all ages (with access to the internet, of course) and you have one of my favorite linkbait videos of the year.

So what is linkbait anyway? Cameron Olthius, CEO of Factive Media, defined it for the audience as content or a feature on a website that compels others to link to it from their website.

Linkbait can very quickly increase brand awareness and can drive a huge amount of traffic to your website. In order to do this, however, you need to make sure the content you are about to promote is link-able.


Session: Linkbait – Chumming for Traffic on Social Media Sites