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Go Behind the Scenes To Create Engaging Content | C.C. Chapman - 0 views

  • Every day I’m asked how companies can create content that will be engaging enough that people will take the time to consume and then share it with others.

    My standard answer is that there are no silver bullets, but I do think that the more types of content you know about, the more you can consider them every time you get stuck with one of those “well what do I do now?” moments.


Content Marketing Essentials: Tactical Advice From A To Z - 1 views

  • The idea here is to bring recurrent content, day after day, week after week, month after month and year after year. Slow and steady wins the race. 

Wired Campus - The Chronicle of Higher Education - 1 views

  • Students touring Wittenberg University, in Ohio, can hear campus history come alive with help from their smartphones and little squares with black-and-white patterns affixed to buildings on the 100-acre campus.
  • QR codes will play an integral part in an upcoming scavenger hunt at Lafayette College, in Pennsylvania, aimed at getting students acquainted with library staff and services. Last year about 50 students used their phones to collect clues for “Where in the Library Is Carmen Sandiego?,” an interactive mystery based on the old children’s show, said Rebecca  L. Metzger, instruction and outreach librarian. The hunt eventually led students to the actual sword of Marquis de Lafayette, the college’s namesake.

The Best Blogging Apps for Windows, Mac, and More | TentBlogger - 1 views

  • here’s a list of a number of applications that you should consider trying as you solidify your blogging and writing workflow. These apps specifically connect to your blogging platform so that you can publish directly to them without ever having to login!

    I’ve broken them out into apps for Windows, Mac, and those that are Web-based for your consideration… and even a few bonus ones for Linux:


Social Media - Social Media: It's All About Results... and How to Measure Them : Market... - 1 views

  • Social Media: It's All About Results... and How to Measure Them
  • In this article, you'll learn...

    • How self-service business intelligence can demonstrate the value of social media
    • Nine best-practices of measuring social media effectiveness
  • Industry analysts are touting self-service business intelligence (BI) as the golden child of 2011. Lucky for marketers, one area that's ripe for self-service BI is social marketing.

    SaaS (software as a service) BI solutions for the cloud are an excellent option for cutting costs and reducing the drain on information technology (IT) departments. The SaaS model has also made BI accessible to more users, paving the way for self-service BI.

    Add to that the introduction of social media metrics, and you have a marketer's dream: a way to determine the holy grail of return on marketing investment (ROMI).

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  • "OME": Your New BFF

    The addition of social media to the marketing mix means that BI solutions need to aggregate and analyze more sophisticated performance metrics, particularly since the number of data sources and associated activity metrics continues to grow.

    Because more business is being conducted online, marketers are increasing their focus on social media and online marketing to take advantage of websites, search engines, and paid search to attract and engage prospects. There's no question that you're constantly tasked with improving the effectiveness of online marketing and showing the business value and ROI of online marketing campaigns.

    But how?

    Activity measures, such as the number of fans or followers and mentions, are a starting point for understanding whether social media initiatives are generating interest. However, calculated performance metrics, such as feedback rate (number of comments divided by the number of pageviews), provide better context. Outcome measures, such as referred website visits that result in a goal completion, show true business value.

  • All that makes self-service BI and social marketing a match made in heaven.

    Many marketers instinctively know the value of using social media channels in their marketing mix. Yet in this still-untracked territory, many struggle to prove that the outcomes of such initiatives are worth the time, resources, and marketing spend.

    BI tools may be exactly what marketers need to demonstrate the value of social media, an endeavor that has proven to be complex and difficult—and beyond the capability of many social-media measurement tools on the market.

    BI is no longer relegated to the realms of business analysts or finance, nor is it limited to BI "experts." The shift toward self-service BI means that anyone can now use it as part of his or her daily decision making, and it's focused on metrics that matter to marketing.

    For example, whether you're doing a survey on Facebook, seeking webinar participation via Twitter, or hosting a group discussion on LinkedIn, you need access to data that show outcomes of marketing campaigns, rather than mere activity reports.

  • Self-Service BI: What it Means for Social Marketing

    True self-service BI must be timely, relevant to the user, very easy to consume, and highly interactive. Users must be able to personalize it while still allowing for consistency across the organization. It needs to remain focused on specific business processes, such as marketing contact to sales opportunity, and support specific best-practices, such as social media outreach.

  • You can extend that approach by relating costs to sales outcomes (number of leads, number of opportunities, cost per conversion, cost per opportunity), which starts you down the path toward true marketing ROI. Such information can be achieved by combining outcome data with CRM data to show metrics like incremental sales, and with ERP data to show incremental revenue and profit.

    Though you may have used tools that track site visitors, bounces, and even bounce rates, those metrics alone are quickly becoming useless and obsolete because there are so many other factors to consider.

    A bounce rate is a percentage that doesn't tell you enough. You may have a zero bounce rate on a page... but if there was only one visitor to the page, that low bounce rate quickly loses its luster.

  • Instead, a weighted metric based on the number of visitors to a page, the number who stayed for a reasonable amount of time, and the number of visitors who viewed consecutive pages, provides more useful and actionable insight. Such weighted metrics also help to provide complete context of the outcome, including the drivers that affect that outcome.

    For example, consider what I call overall marketing effectiveness, or "OME." That is a measure that can be tracked over time to show a composite view of marketing campaign effectiveness. OME is composed of "attraction," "engagement," and "conversion."

    Overall Marketing Effectiveness (OME) = Attraction x Engagement x Conversion

    Attraction is a measure of bringing visitors to the Website; for paid search, that would be click-through ratio. Engagement measures the percentage of visitors who stayed and engaged, based on time spent, number of pageviews, etc. And conversion tracks the percentage of visitors who completed designated website goals—converted to qualified leads, became sales opportunities, closed orders, etc.

  • Best-Practices for Measuring Social Media Effectiveness

    Today, marketers can benefit from BI solutions that focus on the context of outcomes, improving decision-making and, ultimately, driving incremental revenue and profit. As you work to improve online marketing effectiveness, consider the following nine best-practices:

  • Measure all your online initiatives to show activity, outreach, engagement, and most important, outcomes (goal completions, lead and opportunity conversion ratios, and cost-per-conversion).
      • Even better, track all the way through to incremental sales, revenue, and gross profit driven directly from online marketing.

    * * *

    Imagine the power of having "right-time" insight into your social media campaigns and being able to instantly alter their focus, rather than simply tossing meaningless numbers at your boss.

    Business intelligence for social marketing—via easy-to-use tools like interactive dashboards and budget-friendly SaaS solutions—can help marketers create and demonstrate greater value in their social media outreach campaigns.


Integrating Tweets Into WordPress Blog Comments - ProfHacker - The Chronicle of Higher ... - 2 views

  • Next week, I’ll discuss how to publish tweets in an actual blog post, but today I want to discuss how to integrate related tweets into your blog’s comments.
  • One of my favorites is the arcanely named BTCNew—short for Backtype Connect New—which automatically imports what people say about one of your posts on social media networks into the comments section of that post. BTCNew works with Twitter, Digg, FriendFeed, other people’s blogs, and more by automagically pulling in content that includes a link to your work. The result is that as long as people are saying things about your post and including the link, you’ll be able to preserve the conversation.
  • Setting up BTCNew takes about 60 seconds, and it’s a great way to corral some of the conversation that your work provokes.

Changes to Facebook Pages - A Quick Guide - 0 views

  • Facebook announced major changes today to the design and functionality of its Pages, bringing them closer to individual user profiles in look and functionality.
  • The changes go into effect for all Facebook Pages on March 10, which gives you four weeks to preview the new format and switch over at any time before then.
  • 1-Photo strip above the Wall (with most recent photos you posted or tagged)
    2-Tabs move over to the left panel, in the form of a list (maximum of 6 above the fold)
    3-Profile picture reduced from 200 x 600 pixels to 180 x 540
    4-Blurb box that was below the Page picture moved to info tab
    5-Pages can Like other Pages, not just favorite them
    6-Featured Pages and Admins
    7-Page category
    8-Choice for Wall posts between “Everyone” and Page posts only
    9-Mutual Friends and Interests section
    10-Ability to interact on Facebook as your Page
    11-Ability for admins to post and comment around the site under their Page’s alias
    12-News feed of updates from Liked Pages
    13-Pages can now feature iFrame tab applications
    14-Email notifications when users post or comment
    Note, very important: You can preview the new layout but once you upgrade, there is no way to revert back to the old design.
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  • Photo Strip Instead of Tabs Above the Wall
  • Expanded Functionality For Fan Page Admins
  • By enabling Fan Page admins to comment in the name of the page itself and to interact with other Fan pages, Facebook has finally made it possible for brands to truly engage in tremendous interactive engine which powered its growth among individuals.
  • Your power as a page administrator is increased in a number of other ways, including the ability to set filters on your Wall so that visitors see relevant posts first, and to view all the content and get notices whenever someone posts to your wall.

5 Things Angry Birds Can Teach You About Online Content - 1 views

  • not only is the kidnapping of their eggs easy to identify with and remarkably human, but there is no better blueprint for online marketing success than the methods of the Angry Birds.
  • 5 Things Angry Birds Can Teach You About Online Content
  • 1. Define a Strategic Process
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  • 2. Identify and Attack a Point of Weakness
  • 3. Don't be Afraid to Use the Eagle
  • 4. Stay Angry
  • 5. Assemble a Cross-Functional Team

Digitaria | Analytics Tools : A Statistical Comparison - 0 views

  •  A recent comparison undertaken by our team examines the difference between Google Analytics and Omniture Site Catalyst’s tracking of page views for a specific section of a heavily trafficked website.
  • The methodology is simple: over a specified time frame, we pulled page view data for the top 100 viewed pages in that section of the site, using each tool.  Since the order is a bit different on each list, we used some Excel wizardry to match up the two page view lists with the appropriate page.
  • the relationship between page view counts on the two tools is extremely strong,
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  •  Even though the individual numbers are different, the overall data sets can be considered roughly equivalent.
  •  When the Google count increases, so does the Site Catalyst count, albeit at a slightly different rate; this led us to our second analysis.
  • In order to further examine the data, we needed to see how the difference in page views between the two tools was distributed.  
  • The overall message to the client should be that the Google data will be just as accurate as the Site Catalyst data, but Google will, on average, return page view results that are ~2% lower, which is the difference between the mean of our data, 1.02, and 1 (which represents an even ratio).
  • After presenting the client an analysis like this, they should be encouraged that Google’s tool should return equivalent results at a significant cost savings.  
  • As an analyst, it is also important to explain that for data results gained over time, you must avoid comparing data from multiple tools, since we have shown an inherent difference between the two; this path will only lead to madness.  

New Data: Gender Differences in Blog Reading Behavior - 0 views

    Some interesting differences in how men and women read and use blogs.

Social Media And Content Marketers Need A Better Measurement System - 1 views

  • How do you measure the number of people your digital marketing efforts reach? More specifically for those of you using content marketing, blogging or similar activities on your website, how are you quantifying that success? Is it Google Analytics or other website measurement tools? Is it the number of RSS feed readers for your syndicated content? A combination of both?

    To put it bluntly, if your CEO passed you in the hall five minutes from now and asked, “How many people read our blog each day?” what number would you quote?

  • Since there’s really no mark of consistency in all these measures of the number of people who consume your content, we are forced to pick one or two and monitor trends and percentages, rather than totals.
  • Pick a couple of measurement platforms you’re comfortable with (ease of use, reports, exporting data, etc.) and stick to them. Look for trends and percentage changes, not hard numbers.
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  • We Need Better Measures

    Google owns Feedburner. I thought one of the reasons they bought the company was to marry the RSS service to its Analytics package and give us more complete reporting of what happens to and with our content once it’s published.

  • Give me a service that I can plug in website analytics, content syndication analytics and maybe even backlink or social sharing data based on the individual pieces of content … and one whose measures are generally accepted as being a valid interpretation of the server’s logs or other data … and I’ll recommend it to the world.

    If that animal exists, I’m guessing it’s tucked away in some $10K per month enterprise system that 99 percent of the world can’t get to. The question then becomes who will build the same mousetrap and set it free?


SMB Owners Still Not Sure About Social Media - 1 views

  • According to RatePoint:

    • 47 percent of SMB owners either aren’t sure or don’t think their customers spend time on social media sites.
    • 24 percent of SMB owners don’t think their customers do research online before finding them.
  • Earlier this year, Nielsen reported that the world now spends more than 100 billion minutes on social networks and blog sites, equating to 22 percent of all time online, or one in every four and a half minutes.
  • Sixty-nine percent of consumers say they’re more likely to interact with and use a local business if they can find it on a social networking site.
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  • Local search company 15miles partnered with comScore to measure consumers’ search behaviors and how they were interacting online in the Local Search Usage Study. What they found was that that the ROBO effect (Research Online, Buy Offline) was very much still in place. According to their data, consumers in all age ranges prefer to go online first when looking for local business information.
  • Facebook crossed the 500 million member mark back in July, and Twitter has more than 100 million registered users, with 30,000 new people signing up every day. People are using these networks, and your customers are guaranteed to be among them. If you’re not there, it means you’re ignoring customers (and potential customers).
  • For example:

    • 81 percent say it’s important for businesses to respond to a post.
    • 78 percent want to see promotions.
    • 74 percent want regular posts.
    • 66 percent want to see pictures.
  • It’s surprising to me that at the end of 2010, nearly half of SMBs still aren’t sure their customers are using social sites to interact with brands and get trusted information.
  • Whether or not you think your customers are using social media, they are.

Advanced Segmentation Triples One Brand's Click Rate, Produces Click-To-Open Rate 2.7 T... - 0 views

  • As an interesting case study to the importance of segmentation in email marketing, one brand considerably improved the success of its email campaigns by sending out over 130 versions of its newsletter.
  • The brand, “HealthyPet,” which produces email and direct mail appointment reminders and educational content for over 4,000 veterinarians nationwide, launched its advanced segmentation campaign in January 2010, and has since seen its unique click rate triple, and its click-to-open rate go 2.7 times higher than a year ago.
  • HealthyPet decided to segment its database by age of pet and tailor the content of its newsletters accordingly.
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  • While it took some time to setup the initial segmentation, HealthPet says maintaining it takes minimal effort.  “We get the information from our veterinarian customers,” the company said, “and it’s automated from there.”

490 - Map of the World's Countries Rearranged by Population | Strange Maps | Big Think - 1 views

  • What if the world were rearranged so that the inhabitants of the country with the largest population would move to the country with the largest area? And the second-largest population would migrate to the second-largest country, and so on?

  • The result would be this disconcerting, disorienting map.

Why Your Business Must Embrace the Foreign Language Internet - 0 views

  • A truly global web must represent the languages of its users. And with growth in usage of the web in foreign languages outstripping English, businesses are playing catch-up with their potential customers. They’re rapidly trying to get as multi-lingual and diverse as their current and prospective client base.

    In the last ten years, the use of Arabic online has increased by over 2500%, while Chinese and Spanish rose twelve and seven-fold respectively. And English? It didn’t even triple.

  • Today, 42% of all Internet users are in Asia, while almost a quarter are in Europe and just over 10% are in Latin America. These stats shouldn’t sway businesses towards targeting one region over another, though — Latin American countries account for over 200 million people on the web.
  • However, the vast majority of all online searches are in a language other than English.
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  • It stands to reason that consumers would rather search for products and services in their own language. Even if a consumer does speak English as a second language, a report by Common Sense Advisory found that 85% of online shoppers required information in their own language before parting with their hard-earned cash.

  • So to really make the most of the foreign language Internet, you need search engine optimized localization — a hybrid somewhere between what an Internet marketing company and a translation service provider might offer.
    A global outlook on the future of the Internet
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