The Enigma of Todays Social Media – Sharetize

I had an interesting meeting last week that a friend of mine in town set up between myself and a new company called Sharetize. I didn’t know what to expect and frankly I didn’t do a ton of research into them before we met, but after a run down from my friend the week before I was really curious to meet the founders.

After my meeting I found them to have the right idea of the direction buyers behave and influence each other so asked their CSO & President, James Faulkner, to send me his thoughts on the direction of social media today, how it’s changing our society and how his new platform addresses those needs.

Here are his comments in relation to my questions above:

As we all know the iterations of the internet are never-ending. This constant evolution creates a a myriad of complexities to understanding how it ticks each and every new week. As a founder of a social network marketing platform, I can tell you that I have heard all the angles, from the top advertisers in the world to the mom and pop brands. What I have come to realize is that the majority are, bless their hearts, lemmings! I respect the responsibility each and every person has, but at the same time as a culture, we have to realize that we hold the power, not the network monoliths.   (more…)

Facebook Strategies – How to Get From “Like” to Buy

This is a live blog post from the Online Marketing Summit (#OMSummit). Session presented by Kevin Ryan of Motivity Marketing

facebook tips and optimization

Facebook Methodology

  • Photos and video still reign – and we like it!
  • Use meaningful photos
  • More sharing than commenting
  • links second most common media type. Status is least common
  • Potentially great for brands wanting to leverage influential word of mouth.
Three Essentials
  1. Successful brands are focusing more on a posting quality than quantity.
  2. Photos by far dominate as media type for engagement rates. Also tend to have high rates of sharing
  3. Even large pages are still gaining fans at solid rates. (more…)

Making Sense of Multi-Channel Madness

This is a live blog post from the Online Marketing Summit. Interview with Keynote John Boris, CMO of Shutterfly.

 John’s Comments:

“Real time intelligence. It’s a lot more complicated and time consuming but so much more rewarding than it’s ever been before.”

“I try to install a sense of personal ownership about our money. I encourage the team to think about new ideas and make decisions about how to spend budget as if it was their own money. That accountability allows them to be more creative and more efficient than not.”

“Innovation is not just the newest thing out there and whatever is trending, it could be a new approach to something old”

“We spend the vast majority of our budgets online. Then we optimize the hell out of each of them. We have KPIs and metrics for everything, understand everything. Every month is different, every customer is different, and we measure all of that.”

“Always understand the worst performing thing you are doing. Then remove that and put that effort or budget into something else that’s performing better.” (more…)

Conversion Optimization Done Right

This is a live blog post from the Online Marketing Summit (#OMSummit). Session presented by Bryan Olshock of Red Door Interactive.

the conversion funnel - conversion optimization

What is the conversion process? its the optimization of your website across all channels for all pages of your site.

You need three people to do this right:

  1. The Data Scientist (analyst)
  2. The Creative UX
  3. The Persuasive Copy Writer

Have the Right Tools: Trusted Data

  • Omniture
  • Crazy Egg
  • Google Analytics
  • Webtrends
  • ClickTale

Testing Tools

  • Optimizedly
  • Visual Website Optimizer
  • Monetate
  • Google Content Experiments
  • Adobe Test & Target (more…)

How To Break Through the Personalization Filter

This is a live blog post from the Online Marketing Summit (#OMSummit) presented by Katherine Watier Ong (@kwatier) of Ketchum.com

social media and search break through

The Most Important Transition: Google moved from keyword based results to entities and connections based on results.

Google +’s purpose is not to be a social network. It’s not there to compete against Facebook or twitter. It’s there to identify and help Google understand your connections and entity. Think of it like that, not as a social network, but an opportunity to rank more strongly in search.

Search results are now becoming so smart that Google’s figuring out how all your connections work to feed you only the most relevant content specific to you (and your connections, interests, etc). This works especially well when you are logged into google. This is powered by your Google Data (check your dashboard and update your Google account so your search results are most relevant to your personal interests and connections).

There are 40 personalization factors (check out this link for a full list:

Bing Search 2012

Bing is similar to Google, but has interesting integration features with Facebook and Twitter.  You can ask your friends questions dirtily from search. Bing’s results are powered by your Microsoft data. (more…)

Establishing Your Brand and Maximizing ROI on Pinterest

This is a live blog post from the Online Marketing Summit. Day 2. Session presented by Danny Maloney of PinLeague.

Maximizing ROI in Pinterest

What Can Pinterest Do?

  • Mobilize fan base
  • Attract new customers
  • Analytics and Data

What Pinterest Is (and Isn’t)

  • Fastest to 10 MM monthly users – now 30 MM active monthly users
  • Average 175 repins on comments
  • Its NOT about status updates. It’s about conversation and real time. The average tweet lives to about 20 mins. The average facebook page lives for about 80 minutes. The average post on Pinterest is still being tested, but it’s averaging for over a week.
  • It’s an online Pin-Board = why do people care? They express life events, home projects, shopping, gifting, education, self-identity. This is EXTREMELY relevant and important.
  • Pinterest makes Discovery and Planning social.
  • It’s brand and product inclusive (more…)

Tag Management and the 5 Gears of Marketing Velocity

This is a live blog post from the Online Marketing Summit (#OMSummit) – Presented by Erik Bratt , VP Marketing of Tealium

tag management 5 steps best practices

What are tags?

A “Tag” is a javascrip code that allows you to integrate third party serves into your digital platform.

The average enterprise web site has 14 different vendor tags!. Tags are a huge problem:

  • Costly, time-consuming to manage
  • Slows down website performance
  • Slows down marketing efficiency

Tag Proliferation – common types of tags:

  • Web analytics
  • Search marketing
  • Ad serviing
  • Affiliate marketing
  • Testing
  • Behavioral targeting
  • Etc
Tag Management allows the marketer to manage a tagging platform without having to go to IT. Check out Tealium Tag Management Platform.

A Relationship First Approach to Mobile Marketing

This is a live blog post from #OMSummit, Day Two. Presented by Respnsys.

mobile marketing

5 Stages of Awareness 

  1. Normal
  2. Concentration
  3. Selective
  4. Alternating
  5. Divided
Awareness to Action
Attention > Interest > Desire > Action > Experience  > Loyalty
How do you peek interest? It’s driven by relevancy:
  1. Immediacy
  2. Personaliztion
  3. Interpretation (how do you add value)
  4. Authenticity (how do they relate to the brand)
  5. Accessibility
  6. Embodiment (connection)
  7. Patronage (the “good feelings” attached to doing something you ask)
  8. Finability (how well can you be found)
Aligning strategies with customer expectations:
  • Consumers have rapidly embraced digital channels and they have raised their expectations for marketers.
  • Move from campaign focus to customer focus: Know Me! Engage Me! Lead Me!
  • Think about how you can service your customers and speak to them using SMS and various mobile touch points.
  • Biggest ROI comes from RELATIONSHIP marketing (email, mobile, social, web, display, video)

How to Discover Hundreds of Powerful Content Ideas for Your Business

This is a live blog post from #OMSummit, Day 2, in San Diego. Session presented by Arnie Kuenn, President of Vertical Measures.

content is the key to effective marketing

Benefits of a Blog:

  • Gives you a vehicle to post new content
  • Allows for internal linking
  • Keeps the search engines coming back – Have 434% more indexed pages (in example)
  • Have 2X as many back links (in example)
  • Site gets 55% more traffic (in example)
  • You have 79% more twitter followers (in example) (more…)

Marketing Alignment with Business Outcomes: Keys to a Solid Dashboard

KPI dashboard analytics metrics dashboardLive blog post from the Online Marketing Summit –  Day 1 #OMSummit. Presented by Laura Patterson, VisionEdge Marketing. Author of Marketing Metrics in Action – Creating a Performance Driven Marketing Organization.

(Editors Note: Sorry about any spacing issues. They will be fixed)

Why Companies Invest in Marketing

  • Acquire more of something faster and less expensively (higher ROI)
  • Need to demonstrate we are getting the job done. Otherwise we might as well put more feet on the street.
  • “The top challenge for marketers remains to better quantify and measure the value of marketing programs in spite of improvements in accountability over previous years” – CMO Council
  • Our job is to create customers
We’re in a pickle…
1. Executive management wants to be able to determine marketing’s true impact
2.As long as marketing is viewed as a cost instead of an investment our budgets will always be on the chopping block
3. Need to arm ourselves with the tools and associated languages necessary to demonstrate we are are generating sustainable, measurable value.  (more…)
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