1. 3 Spot-On Social Media Campaigns Every Brand Can Learn Fromhttp://feeds.mashable.comTuesday, October 01, 2013 2:15:44 AM
Creating a killer social media campaign isn’t about the support of a great brand or having the right assets. It’s about striking the delicate balance of perfect timing, relevant messaging and the right audience.
While everyone and his mother — and grandmother — is now a Facebook power user and a Twitter addict, hardly anyone understands how to brew up the secret sauce to a great campaign that catches the eyes of the masses.
These three social media campaigns — and the finalists for the Mashies‘ Best Social Media Campaign award — have accomplished just that
While all three of these campaigns, listed below, demonstrated an incredible ability to move people, there can only be one winner, which will be announced on Oct. 10 at the Mashies award ceremony at New York’s Altman Building. Read more…
More about Marketing, Social Media Marketing, Social Media, Nike, and Hrc
2. Google Analytics Android App Gets Complete Redesign For Mobile Devices
http://feeds.marketingland.comTuesday, October 01, 2013 8:13:36 PM
3. The Bundle Economy: SavyGamer Adds To Bundle Of Bundles
http://www.forbes.comTuesday, October 01, 2013 4:33:00 PM
The SavyGamer bundle leverages a bargain-hunting brand into a new collection of cut-price indie games, highlighting the desirability of the bundle model for producers and consumers.
4. Time For A Content Audit
http://www.seobook.comWednesday, October 02, 2013 8:21:33 AM
“Content is king” is one of those “truthy” things some marketers preach. However, in most businesses the bottom line is king, attention is queen, and content can be used as a means to get both, but it depends.
The problem is that content is easy to produce. Machines can produce content. They can tirelessly churn out screeds of content every second. Even if they didn’t, billions of people on the internet are perfectly capable of adding to the monolithic content pile at similar rates.
Low barriers to content production and distribution mean the internet has turned a lot of content into near worthless commodity. Getting and maintaining attention is the tricky part, and once a business has that, then the benefits can flow through to the bottom line.
Some content is valuable, of course. Producing valuable content can earn attention. The content that gets the most attention is typically something for which an audience has a strong need, yet can’t easily get elsewhere, and is published in a place they’re likely to see. Or someone they know is likely to see. An article on title tags will likely get buried. An article on the secret code to cracking Google’s Hummingbird algorithms will likely crash your server.
Up until the point everyone else has worked out how to crack them, too, of course.
What Content Does The User Want?
Content can become King if the audience bestows favor upon it. Content producers need to figure out what content the audience wants. Perversely, Google have chosen to make this task even more difficult than it was before by withholding keyword data. Between Google’s supposed “privacy” drive, Hummingbird supposedly using semantic analysis, and Penguin/Panda supposedly using engagement metrics, page level and path level optimization are worth focusing upon going forward.
If you haven’t done one for a while, now is probably a good time to take stock and undertake a content audit.
You Have Valuable Historical Information
If you’ve got historical keyword data, archive it now. It will give you an advantage over those who follow you from this point on. Going forward, it will be much more expensive to acquire this data.
Run an audit on your existing content. What content works best? What type of content is it? Video? Text? What’s the content about? What keywords did people use to find it previously? Match content against your historical keyword data.
Here’s a useful list of site and content audit tools and resources.
If keywords can no longer suggest content demand, then how do we know what the visitor wants in terms of content? We must seek to understand the audience at a deeper level. Take a more fuzzy approach.
Watch Activity Signals
Analytics can get pretty addictive and many tools let you watch what visitors do in real time. Monitor engagement levels on your pages. What is a user doing on that page? Are they reading? Contributing? Clicking back and forward looking for something else?
Ensure pages with high engagement are featured prominently in your information architecture. Relegate or fix low-engagement pages. Segment out your content so you know which is the most popular, in terms of landings, and link that information back to ranking reports. This way, you can approximate keywords and stay focused on the content users find most relevant and engaging. Segment out your audience, too. Different visitors respond to different things. Do you know which group favours what? What do older people go for? What do younger people go for? Here are a few ideas on how to segment users.
User behavior is getting increasingly complex. It takes multiple visits to purchase, from multiple channels/influences. Hence the addition of user segmentation allows us to focus on people. (For these exact reasons multi-channel funnels analysis and attribution modeling are so important!)
At the moment in web analytics solutions, people are defined by the first party cookie stored on their browser. Less than ideal, but 100x better then what we had previously. Over-time as we all expand to Universal Analytics perhaps we will have more options to track the same person, after explicitly asking for permission, across browsers, channels and devices
In-Site Search
If Google won’t give you keywords, build your own keyword database. Think about ways you can encourage people to use your in-site search. Watch the content they search for and consume the most. Another way of looking at site search is to provide navigation links that emphasize different keywords terms. For example, you could place these high up on your page, with each offering a different option relating to related keyword terms. Take a note of which keyword terms visitors favour over others.
In the good old days, people dutifully used site navigation at the left, right, or top of a website. But, two websites have fundamentally altered how we navigate the web: Amazon, because the site is so big, sells so many things, and is so complicated that many of us go directly to the site search box on arrival. And Google, which has trained us to show up, type what we want, and hit the search button. Now when people show up at a website, many of them ignore our lovingly crafted navigational elements and jump to the site search box. The increased use of site search as a core navigation method makes it very important to understand the data that site search generates
Distribution
Where does attention flow from? Social media? A mention is great, but if no attention flows over that link to your content, then it might be a misleading metric. Are people sharing your content? What topics and content gets shared the most?
Again, this comes back to understanding the audience, both what they’re talking about and what actions they take as a result. In “Digital Marketing Analytics: Making Sense Of Consumer Data”the authors recommend creating a “learning agenda”. Rather than just looking for mentions and volume of mentions, focus on specific brand or service attributes. Think about the specific questions you want answered by visitors as if they those visitors were sitting in front of you.
For example, how are consumers reacting to prices in your niche? What are their complaints? What do they wish would happen? Are people talking negatively about something? Are they talking positively about something? Who are the new competitors in this space?
Those are pretty rich signals. We can then link this back to content by addressing those issues within our content.
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marketing
5. IBM 205 | The Scientific Secret to Never-ending Motivation
http://feedproxy.google.comWednesday, October 02, 2013 4:00:43 PM
The old assumptions about motivation have been disproved by science. Not only does the old model fail to motivate us, it leads to lower performance and results. Most of us have learned the old carrot-and-stick model in school and as employees. It carries into our business pursuits. We use this same approach to try and [...]
IBM 205 | The Scientific Secret to Never-ending Motivation is a post from: Internet Business Mastery | Get Paid to Live Your Purpose
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6. Facebook Loops Major TV Networks Into Social Conversations
http://feeds.mashable.comTuesday, October 01, 2013 5:08:38 AM
Facebook continues to aggressively emphasize real-time conversations on the site
The world’s largest social network will now share weekly data on social chatter with the country’s four largest television networks, as first reported by The Wall Street Journal. The weekly reports, which Facebook will send to ABC, NBC, Fox and CBS, will contain information on social conversations surrounding certain shows or programs
See also: How to Change Your Facebook Relationship Status Without Alerting Friends
Facebook currently measures these kinds of interactions in the form of Likes, comments and shares. The reports will contain data on the top 45 shows from across all four networks, and each network will be able to see data from competitors Read more…
More about Facebook, Twitter, Cbs, Abc, and Nbc
7. 6 Tips for Finding Prospects on LinkedIn
http://www.socialmediaexaminer.comMonday, September 30, 2013 6:00:15 PM
Are you using LinkedIn to connect with new leads and clients? Do you want to learn about social selling tactics on LinkedIn? Social selling is the use of social media to discover and connect with new leads and new clients. In this article, you’ll discover a 6-step process to find new leads and attract new [...]
8. Combining Business With Pleasure: Why Social Enterprises Are Taking Over
http://www.forbes.comMonday, September 30, 2013 10:07:00 AM
Social enterprises prove capitalism can be ethical
9. Are You Setting The Right Link Building Expectations?
http://feeds.searchengineland.comTuesday, October 01, 2013 9:05:04 PM
10. Operation Greener Grass: Why Aren’t SEOs Up In Arms?
http://feeds.marketingland.comTuesday, October 01, 2013 9:00:32 PM