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kerrygorgone

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.

kerrygorgone

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. 
kerrygorgone

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:

kerrygorgone

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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  • 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.

  • 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.

  • "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.

  • 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.

kerrygorgone

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.
kerrygorgone

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.
kerrygorgone

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
kerrygorgone

Answered: 10 Questions About Website Redesign - 0 views

  • Website redesign can be lethal or liberating for your business. Know what you are getting into before you sign the contract.

    Website Redesign as SurgeryMost recently, we covered the website redesign topic in a webinar with HubSpot’s VP of Marketing, Mike Volpe. We received nearly 400 questions during the live session and wanted to address the most frequent ones here, offering a platform for discussion.

  • At HubSpot, we recommend that your blog is part of your site so that it attracts maximum SEO juices, e.g. www.yourdomain.com/blog or blog.yourdomain.com.
  • To turn your blog into a magnet for new readers and potential customers, start with three basic steps—create content, promote it on the right channels and engage in conversations with your target audience.
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  • Write down on a sheet of paper every question a prospect/customer has ever asked you.” Then, roll up your sleeves and start answering these questions.
  • Go to WebsiteGrader.com and submit your domain name as well as that for one of your competitors. When you scroll down on the website analysis report, you will see a competitor section that highlights critical metrics to consider—Moz rank, number of Google indexed pages, traffic rank, blog grade, inbound links and del.icio.us bookmarks. Note where your competitor ranks better than you and make sure to fix this imbalance.
  • Use images relevant to your text-only content and make sure to include ALT tags and captions that describe how the image relates to the topic.
  • Video is here to stay, so you’d better include it in your site.
  • A gradual approach to website redesign is easier to undertake than a sudden redesign.
  • Drastic changes scare people.
  • instead of launching an online survey among your customer base, start the redesign process with usability testing. Consider scheduling site walkthroughs with a few customers and observe their thinking patterns and reactions. You will gain an overall understanding of their habits and preferences, which will guide you further in the redesign process.
  • Flash is not a recommended platform to use if you want to rank high in search engines.
  • Flash is not SEO-friendly and doesn’t help crawlers understand what your pages are about.
  • Think one step ahead when you are creating a landing page for a time-sensitive marketing offer. Archiving content is almost as important as posting the offer in the first place.
  • When we host webinars, for instance, we transform the existing, time-sensitive landing page into an archived page that offers viewers the on-demand webinar recording and PowerPoint presentation. That way we keep the URL live, build SEO authority for a specific topic, keep capturing leads and offer our viewers valuable resources.
  •  
    Useful, detailed tips for handling a website redesign.
kerrygorgone

Need A Viral? Read The Recipe Here - - 1 views

  • Extremely talented folks work extremely hard to create a viral that will blow your socks off and will dominate the world within 48 hours. Or so you think. Because the recipe for a viral is here. And it’s only 33 slides long.
  • Peretti offers various strategies for making sure your story or video spreads virally. It all looks frighteningly simple and even though sometimes the thought ‘I never looked at it that way’ might cross your mind you are left feeling inspirated and full of hope.
kerrygorgone

Before You Seek Business - 1 views

  • In a previous post, I talked about how to put your small business on the web. Before you go out and start looking for business, you might want to take a look around your site to see if it’s easy to understand what business you hope to accomplish. There’s a lot your blog does or doesn’t do to help you sell you or your product. Let’s look at it.
  • Obvious Call to Action
  • Christopher S. Penn said it best a while back: if I squint at your website and I don’t know what you want me to do, then you don’t have an obvious call to action.
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  • Simple Contact Points
  • I put up a contact form when I realized that answering my inbox was going to be too much. Now, there are routing methods in that contact form that make it easy for me to get through a lot of contacts fast (with the help of my team). You should have a few contact points.
  • Value Your Blog Real Estate
  • If you’re looking for business, don’t make your sidebars a place that sends traffic away from your site and back out onto Twitter or Facebook.
  • Experiment a Little
  • If your blog is a blog (sequential content), then make each post have some kind of call to action.
  • Build Social Proof
  • If you have a blog and not a static website, you might want to encourage comments. Not sure how? Find others who might like what you’re talking about and comment on their posts.
  • Be Clear About the Ask

  • On my site, I have a work with me page.
  • Posts with Calls to Action

  • Don’t “set it and forget it.” Try new things.
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    Tips from Chris Brogan for optimizing your blog to generate business.
kerrygorgone

30 Awesome B2B Social Media Resources - 1 views

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    "Marketers are currently in a state of transition. As social media and online marketing are integrated with traditional marketing channels, marketing teams need to learn more about the nuts and bolts of B2B social media. This list is designed to help marketers fill in the gap as well as provide resources for those in all phases of the B2B social media adoption process."
kerrygorgone

How to Create a New Facebook Tab in 3 Easy Steps - 1 views

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    "If you are serious about social media marketing, you have probably considered creating extra tabs on your Facebook page. You know about the business potential they carry-companies use separate Facebook tabs to create landing pages, interactive elements and special offers. But how do you go about doing it?"

    Read more: http://blog.hubspot.com/blog/tabid/6307/bid/6168/How-to-Create-a-New-Facebook-Tab-in-3-Easy-Steps.aspx#ixzz0t1wGkcf4
kerrygorgone

6 Challenges to Managing a Brand on the Social Web - 0 views

  •  
    6 social media heavyweights identify some of the social media challenges facing brand managers, and provide tips on overcoming them.
kerrygorgone

How LEGO Fuels Their Network Of Fans - - 0 views

  •  
    Courtesy of ViralBlog: "In his Word of Mouth Supergenius class, 'Diving into LEGO's strategy behind connecting their amazing network of fans,' Jason Falls shared how LEGO found and supported their biggest fans. Jake McKee covered how to look beyond your target customers, support your existing fan bases, and replicate what's working for your other fan bases."
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