Stats and 9 Tales ~ 9 Branding & Marketi


Stats and 9 Tales ~ 9 Branding & Marketing Videos (you probably missed)

Mindy Kaling’s Journey: The Unlikely Leading Lady | American Express
Shared by Marianna Boguslavsky
@Marianna_B

Questions Thought Leaders Must Ask Themselves | Thought Leadership Leverage
Shared by Peter Winick
@PeterWinick

Jo Deferm te gast op TAOM Convention 2015 (guest at TAOM Convention 2015)
Shared by Jo Deferm
@JoDeferm

A Game of Social Thrones
Shared by Magnetic Content
@MagneticTweeter

The ‘Skyscraper Technique’ A Case Study – #SFGettingSmarter
Shared by Search Factory
@searchfactoryAU

Amit Elisha, VP of Product at Outbrain on Bounce Rates
Shared by Anna Mikhova
@AnnaMikhova

Creating Quality Video Content That People Love
Shared by Di
@kamikatzekitty

vjsual – easily said, easily done
Explain it with a video! #conversion #marketing #contentmarketing
Shared by @vjsual_UK

EasyEnglishTips “graduate” Word of the day
Shared by @EasyEnglishTips

Videos: Freelancer Plus: http://bit.ly/1Ese5Lz

What are good brainstorm techniques to come up with social media content?

social media pyramid of channels

Ever run out of ideas to share on social or, worse, get writer’s block? Often, your audience holds the key to what you should be sharing…

View the original thread on Quora: What are good brainstorm techniques to come up with social media content?

My answer:

Phenomenal answer by Kasper Kazzual Vancoppenolle, to be fair.

Of all of those points, getting into bed with your audience is the one that rings truest, here.

I firmly believe that listening to your audience (not thinking that you know best when it comes to what they want) is the best inspiration for producing or curating content.

More on that, here: How do I get known or promote my online profile?

Owned Content

If we have a purpose for what we produce, it helps us define and refine our answers. If we’re best-guessing, there’s room to go off at all different tangents, thus easier to meander from our content marketing goals.

Staying consistent with our message also helps us attract an engaged, loyal audience.

As more brands see the need for social engagement, we’re asked more and more to measure our activity, prove our clients’ ROI.

As direct sales are not attributable to social media activity (at least not in volume), interaction and brand mentions are one way to see how effective our campaign is.

Google analytics (another must-read source for discovering keywords and phrases that your visitors are finding your site for) can also help us determine what is (and isn’t) effective.

Produce our own or curate content?

Without content, curated or authored, there is no strategy. So your social listening activity has to affect the content you write or curate from the outset.

Pareto’s 80/20 rule applies as much to social as any other aspect of business. As in, for every two posts of our own we share, we should be curating eight relevant other posts from our industry space.

To help define a robust curation strategy, we need to see what our peers, industry thought leaders and competition are sharing. And, of course, the reaction that content is garnering with their audiences.

I’m not suggesting be a copycat; heck, you wouldn’t be in business without a USP that your customers love. But if those who share your industry space find certain content shareworthy, the likelihood is that your audience will, too.

But…
…there are always going to be the leading blogs in your industry. No doubt many of those who inhabit your niche share that same content.

However, there are likely to be lesser known websites with at least as influential and relevant content. In my experience, the seeds for content on authoritative blogs are often sown by smaller articles found elsewhere in their niche.

So why not try Google Alerts as an alternative means to fetch relevant content?

It may well be that you can beat your competition to the punch, or even produce that killer article before the authoritarians can steal a march. Now that is worth brainstorming.

More on Google Alerts, here: Where can I find articles on International Social Media Strategies?


Image: Social Media Pyramid Showing Blogs Foruns And Podcasts by Stuart Miles freedigitalphotosdotnet.jpg

How does digital/online marketing fit within marketing in the traditional sense?

Strategic view of social business intelligence (social listening)

“Digital marketing is different [to traditional marketing]…it should be measured against different metrics, thus have different goals”

I have been working in digital/online/internet marketing for a couple of years now, heading all online acquisitions and analytics teams at a growing e-commerce company.

However, I am interested to learn the theoretical aspects (definitions, models, etc.) of how this fits within the broader academic discipline of “Marketing”. I had taken a Marketing course during my undergraduate degree and none of what I learned there seems to relate to “internet marketing”.

Frankly, I almost feel that “internet marketing” is more related to sales or advertising than “Marketing” in the traditional sense. Or am I wrong?

So where is the connection between the two and why is digital/online/internet marketing called “Marketing” so often?

Any courses, articles or other resources (including direct answer) that illustrate a theoretical framework or background of this would be appreciated!

See the original post on Quora:

How does digital/online marketing fit within marketing in the traditional sense?

Hi, Isaac; thanks for inviting me to answer. It’s totally understandable that you should think internet marketing is closely related to traditional advertising.

Hang on, rewind. It’s easy to see why anyone may think that Internet Marketing DONE WRONG is like advertising. Let’s explain.

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New year, new blog? Make it a great one.

Featured Image -- 2453

Jason Darrell:

Is one of your New Year’s resolutions to be a better blogger? Or perhaps you want to start a blog, but are more likely to rely on SOS than HTML, SEO, RDFa or CSS?

Well, WordPress are the top global blogging platform for a reason. And that’s exemplified in this free 4-week Blogging 101 course that begins on January 5th.

No WordPress, No Cry

It doesn’t matter if you don’t fly with WordPress (.org or .com) – this free blogging course is available to all. Sign up, here.

So, no excuses. Learn how to make a few Bob, whether you’re blogging in Moscow or Mali – come, join the Exodus and have a Wailer’ve a time.

And, okay – no more reggae puns. See you there. :)

Originally posted on The Daily Post:

New to blogging? A new session of our introductory blogging course starts on Monday, January 5 — and all bloggers are welcome, whether you blog on WordPress.com, a self-hosted WordPress blog, or somewhere else entirely.

Blogging 101 is four weeks of daily bite-size assignments that take you from “Blog?” to “Blog!” — along with a supportive community to encourage you all the way through. At the end of the course, you’ll have a blog you’re proud and excited to publish, and that others are excited to read. Here’s how it works:

My blog has gone from being dull and plain to having widgets and all this shmancy tech stuff, and from having almost no followers to having a loyal following now!
– Microgalactic

  • And you'll get a badge! Who doesn't love a badge? And you’ll get a badge! Who doesn’t love a badge?

    Assignments fall into three broad categories — publishing posts and pages, customizing your blog, and engaging with the community — and…

View original 165 more words

Where can I find articles on International Social Media Strategies?

Google Alerts results for Global Social Media

What has happened to Google Alerts? It’s gone all Hummingbird on us!

I was asked to answer this question on Quora:

Where can I find articles on International Social Media Strategies?

Social media strategy is almost exclusively focused on the United States.  Who are the social media thought leaders in the International space?

The original question was posted in September. Since, there have been some other answers from formidable authorities in the social media space.

Whether the poster of the question didn’t like the answers their question had garnered, who can say? Whatever, I threw my hat into the ring. Along the way, I found out something very interesting about Google Alerts…

Continue reading

Is the Internet Picture Perfect?


Couple of weeks ago, we were talking about the huge advances in image rendering capabilities in search on Google+. I know we all know the value of an image in our content from an engagement perspective. But 2015 is going to be a big year for images in SEO, too.

The post to which I was referring was a study of a heat-map of SERPs by Brafton. It concerned where surfers look when they’re viewing search engine results pages:

heat map of users viewing SERPs

The post led to an aside comment, well, two questions, really, from Jason Telford. Since my original response, more layers to the semantic web have surfaced, which is why I’m posting the snippet, along with the additional insight, here:

Jason Telford:

I have a question for you +Jason Darrell after reading you post; well two actually.

Q1 » Do you think the internet has become too commercialised?

A. The Internet has always been a commercial highway. It’s just that today, more people are aware of the fact that if you click on a display Ad, someone somewhere will get a commission.

There are more:

  • businesses using paid ads;
  • streams for those ads;
  • internet/social users to target;
  • people aware of the fact that what they’re seeing is an ad;
  • clearly defined ads in search than ever before.

Nothing much has changed, other than the transparency of ads, their delivery media and their volume.

Addendum:

Over Christmas, I’ve seen a few adverts for sites advertising ‘cashback’ on UK TV screens.

They’re sites offering money back on the everyday goods folk are buying. This is affiliate marketing gone mental!

I have to take my hat off to the guys and gals behind these sites. They’re selling products at full retail price, but offering people a small return if they buy the stuff through them.

Okay, they’ll maybe not have shopify and amazon quaking in their boots just yet. But with the right angle, the potential is huge.

I rest my case, yer ‘onour.

Q2 » Whatever happened to the days when you went online to have fun and do you think that the march of the .com and online marketeering has killed the net for the average user who just wants to play around and share their content without caring about becoming rich or famous??

A. My guess is that there are more people just having fun on the web than marketers. People sharing their life, their families and their dreams, with no aspiration to become famous or rich. Or oblivious to the fact that they could.

The problem is, if they’re not optimising for search, they’re not going to be found other than perhaps by using their name.

Search would be a damp squib without optimisation

Search engines want to deliver the best results to its customers – the searcher. To do so, it needs signals beyond what it understands itself about the content to rank any web page with confidence.

With mark-up language (schema.org, RDFa, etc.) a key component to clearly define concepts within someone’s content, the chances of people ranking who can’t give the search engines defined signals are slim to none.

Semantic search changed everything

Google’s Hummingbird algorithm and subsequent progression in semantic search is making huge strides towards understanding context as well as content.

This is especially true if you’re signed into your Google account when you search. Google already knows a heck of a lot about you, your habits and your online (and offline) activity and relationships.

If you want to be able to use the Internet for fun, in theory, you should be able to do this more than ever.

Instead of typing in/saying specific keywords like we used to, Google is learning to understand us better if we add context.

As well as improving desktop search, this is very much tailored for mobile search, whereby we tend to use a string of words rather than one or two specific keywords.

The downside of ‘signed-in search’ is that if you’re a marketer, Google will return results connected to what it knows about you from your online activity. You’ll see results from your influencers (people whom you follow or engage with), your locale and related to all the content you’ve posted.

We believe that social signals are much more important to Google than they let on; in fact, Bing updated us with its guidelines this week and social signals were categorically stated as a signal they use.

We also believe that links will play a less important part in ranking in the future.

Your Knowledge Graph status – what Google knows about you and your circle of influence/reach – will have a huge bearing as Artificial Intelligence is more closely realised.

But is Google knowing you a downside, really?

In order to give Google as much information about us as to make its service relevant (and add to what it knows about us on its Knowledge Graph), our online presence/activity should not be one-dimensional.

The key to a better Internet experience, whether you’re using it for fun or in your profession, is to engage with people across all spectrums that interest you.

In real life, we don’t just talk about work – our loves, lives and laughter come into play, too.

As we engage more with people in those topics – be it football or baseball, search engine optimisation or politics – Google gets a much more rounded view of us.

The search engine can also determine how authoritarian we are in a subject, our acumen, our “persona” and deliver the most relevant results.

It’s the same principle of Siri, Cortana and Android – they learn about us as we go. The more we give them, the more intuitive they become and the better the real life experience for us.

Addendum

Okay – two things have happened in the fortnight since this conversation occurred.

First, Google Hangouts has been widely reported to be drawing upon and implementing semantic elements.

What that means is that every YouTube video you upload gets put under the semantic microscope. This translates into the second thing. Social signals extracted by search algorithms are inevitably going to affect SERPs.

Bing, as alluded above, confirmed that social signals are included in their ‘version of Panda’, filed under A for Authority.

Do people like this content? Share it? Engage with it? If so, that’s good enough for Bing.

And, yes: Matt and the Google Webspam team defer their answers, saying that there’s no special algorithm to directly extract social signals. But they are far too ambiguous for us to rule social signals out of Google’s algorithms…”to the best of my knowledge”. ;)

Variations on a theme: trust, relevance, authority repackaged for 2015

As David Amerland puts it on his Google+ Post, “Semantic Connections”:

There are several layers of assessment each node (i.e data point or Entity, if it’s verified) goes through in order to assess its importance and impact on the semantic web.

One of these layers looks at each of four attributes:

  1. Directionality – where did the connection come from? Was the vicinity domain relevant? Was it from a bad neighbourhood or from a domain not usually associated with the current interaction?
  2. Temporary or Persistent – was the connection haphazard, or by design? Did it lead to a real connection or was it a miss?
  3. Transivity – does the current connection stand alone or are there shared friends and interests? If yes, what level are they at?
  4. Priority – Was the connection one that resulted in a response and further engagement? Or was it ignored?

So, there you have it. For sure, there are going to be naysayers who stand by Matt Cutts, et al. But…

…to me, social signals are as big a factor as images for 2015. You want to rank in search? Get busy with your images – and get people sharing them!