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Bottom-up, consumer-centered online marketing strategy news
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Best Examples of How To Dramatically Improve User Adoption for Any Web App via User Onboarding

Best Examples of How To Dramatically Improve User Adoption for Any Web App via User Onboarding | Internet Marketing Strategy 2.0 | Scoop.it
Robin Good's insight:



If you are looking for concrete examples of how you can significantly improve user adoption of your new online service, you better check out this new mini-site dedicated to illustrate in detail how popular online services turn the sign-up and getting started process into a success.


For each service reviewed you can flip through an illustrated slideshow that highlights each and every detail that makes a difference in the signup process.


Free to use.


Very useful. Simple to understand. 9/10


Check it out now: http://www.useronboard.com/ 


http://www.useronboard.com/onboarding-teardowns/ 


UserOnboard is the work of Samuel Hulick.





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Thorsten Strauss's curator insight, July 12, 2014 6:25 AM

Best practice: onboarding. Best overview I have seen so far. Really good. 

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Relationships and Recommendations Soon More Valuable Than SEO

Relationships and Recommendations Soon More Valuable Than SEO | Internet Marketing Strategy 2.0 | Scoop.it

Jan Gordon: "Here's what caught my attention:


 AxelAs long as people search for a product not knowing their name or a technology, not knowing its source or a solution not knowing who is a potential supplier SEO is an important part of the marketing mix...


However, this is slowly and steadily changing.


Today 60 – 80% of the so called educated purchase decision is based on recommendations by trusted individuals or groups that have no or no significant interest in the sale but helpful and experienced people using or knowing the product or service in need.

 

And the number of recommendation based purchases is steadily growing. I'm sure it will hit the 80 – 90% range in the next 5 to 10 years.


Now – what does that mean to SEO?


Why should a business invest in search engine optimization if most of the purchase decisions are based on recommendations?


Wouldn't it be smarter to invest into the "recommendation chain" instead in SEO?


Wouldn't it be more effective and successful to make sure people recommend a product than hoping to come up higher in the list of search results?"

 

Curated by Jan Gordon covering "Content Curation, Social Business and Beyond"

 

Read the full article: http://bit.ly/AxRrEr


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janlgordon's comment, March 15, 2012 8:05 PM
Gideon.Rosenblatt
You made my day! I always love reading and curating your articles this was definitely no exception. Thank you for always raising the bar and making us pay attention to what's really important.
janlgordon's comment, June 17, 2012 3:53 PM
Thank you for this Robin, it's greatly appreciated. It's exciting to watch and be a part of all this change, I'm sure you agree:-)
Robin Good's comment, June 18, 2012 2:28 AM
Yes Jan... I don't know exactly what you are referring to, but this the only sure thing we have today: this is time of fast and continuous change... so I am certainly enjoying the ride.

On another note: I would humbly suggest to consider posting shorter stories, especially when you are also pointing to the original, as what I am looking for from you, is not a rehash of what's in the article - outside of a 1-3 para excerpt - but the reasons why you are recommending it. You are already doing both, but it is overwhelming for me. Too much stuff, and I haven't even seen the original yet.

I would also gently mute some of the visual noise you create by heavily formatting with asterisks, bolds and big font sizes. In my case that doesn't help much. It actually hinders my ability to rapidly scan and check whether you have something good there.

I suggest to limit greatly the formatting options you use and to highlight only what is really relevant, because when too many things are highlighted, bolded, asterisked, none has any more an effect on me. It's like a crowd screaming: who do you help? :-)
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Ideas and Examples for Valuable and Engaging Curated Collections on Pinterest

Ideas and Examples for Valuable and Engaging Curated Collections on Pinterest | Internet Marketing Strategy 2.0 | Scoop.it

Robin Good: Here is some great advice, and real-world examples of how Pinterest can be used to engage fans, create interesting content and making your brand more visible.


Key interesting approaches include: 


- Creating contests in which fans create thematic boards that showcase your ideas, products or services


- Showcasing your fans using your brand or tools


- Arranging collections of valuable resources in-line with your brand interest


- Uncovering backstage pics and crowdsourced images of events


Read the full illustrated article: http://mashable.com/2012/01/19/pinterest-brands/ 


 Check out also: http://searchenginewatch.com/article/2139906/7-Creative-Ways-Your-Brand-Can-Use-Pinterest 

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Marcello Cosa's comment, January 21, 2012 7:55 AM
Ciao Robin...che bell'articolo!

È proprio ciò che vorrei realizzare io con le mie gallerie/directory di valore.

Peccato che Pinterest non permetta l'embed.
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The Power of Using Curated Lists of Resources for Link Building | SEOmoz

The Power of Using Curated Lists of Resources for Link Building | SEOmoz | Internet Marketing Strategy 2.0 | Scoop.it

Lists are awesome for link building because someone else has already done some of the hard work for you. If you can find good quality, curated lists of websites, then you can be reasonably sure that you have found sites that are good ones to get links from.

 

You still want to run your own analysis and due diligence, but the end output is probably going to be a higher majority of quality sites than you would have gotten from pulling lists straight from Google SERPs.

 

The process I use can be broken down into the following:

 

1. Find your Lists:

There are multiple ways of doing this and there are probably more places to find them than you think.

- Curated lists found on other websites;
- Top x type lists found on other websites;
- Public Twitter lists;
- Good quality directories;

 

2. Scrape together your master list:

Here are a couple of ways of pulling link targets from a page very quickly without building a tool.

- Multi-links for Firefox;

- Scrape similar plugin for Chrome;

 

3. Filter and prioritise:

Now we need to filter, sort and prioritise. Chances are that you have ended up with a pretty big list of potential link targets, so you need someway of knowing where to start to give you a good return.

- Filtering using Excel;

- Filtering using Google Docs;

 

Full article: http://j.mp/wRR09G 


(Curated by Giuseppe Mauriello)


Via Giuseppe Mauriello
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Giuseppe Mauriello's comment, January 9, 2012 3:52 PM
Hi Robin,
thanks for your final mention to me!
Much appreciated!
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The Future of Marketing Is About Listening, Curating and Building Good Relationships

The Future of Marketing Is About Listening, Curating and Building Good Relationships | Internet Marketing Strategy 2.0 | Scoop.it
Robin Good's insight:



If you are goal includes marketing and selling information products or services to the adults, entrepreneurs and business men of tomorrow, I recommend you read this short article by Scott Di Marco, who is the Library Director at the University of Mansfield.


Inspired by Stefan Pollack's book "Disrupted", Scott identifies and lists down the key critical points defining the iGeneration:


Generation X was about "us versus the man"

Generation Y was the "me" generation

iGeneration is the "us" generation - together they can change institutions and create the environment they want.



In addition he identifies these specific characterizing traits:



- They strongly rely on recommendation and referrals of friends, peers, and other consumers


- The expert or journalistic critics only matters if they agree with them


- Forget print and TV. They use mobile devices like oxygen


- They want information that's relevant and or funny.


- They look for specific, niche info. 


- Ads are ok for them as long as they are relevant and authentic. 


- They want a relationship. They do not want to be sold stuff.


Scott Di Marco  then goes to on to provide some key insightful recommendations on how to approach these people by listening and adopting a curatorial approach.



My comment: Scott Di Marco's analysis doesn't apply only to the world of libraries. The future of marketing is indeed strongly bound to understanding and respecting the values and traits of the new generations outlined above. Cultivating them can only benefit any company or organization that wants to look at long-term survival.



Insightful. Great advice. Recommended. 8/10


Full article: http://www.huffingtonpost.com/scott-dimarco/the-new-reality-is-disrup_b_3861417.html 



(Image credit: Couple sitting by Shutterstock)




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Jeff Domansky's curator insight, October 3, 2013 4:02 PM

Valuable insight into generation Z. and how they process information.

Amal Rafeeq's comment, October 4, 2013 9:05 AM
Just loved it :) ♥
Bill Cosgrove's comment, July 8, 2016 7:39 AM
Glad you could use it-All The Best-Bill(:
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X-Events Are Built Around Curation: Capture, Edit, Catalog & Remix

X-Events Are Built Around Curation: Capture, Edit, Catalog & Remix | Internet Marketing Strategy 2.0 | Scoop.it

Robin Good: X-Events, as I like to call them, are events that extend beyond the physical time-bound reality of a conference or workshop arena, into the time before and past the event to create an ongoing wave of interest and discussion around a specific topic.


Donna Kastner, on the blog site of Cvent, an event company, brings forward a simple set of ideas that can help any conference organizer or promoter to understand how to leverage and "curate" event assets and opportunities to extract lots more value and ROI.


Key suggestions:


1) Capture: With so many rich multi-media capture tools at our fingertips, it's getting easier to collect and archive master files of learning conversations. Don't miss your best archivists -- the attendees, themselves. ...


2) Edit: Invest time to glean the most valuable nuggets and serve them up in bite-sized chunks, one piece at a time. How about a series of 2-minute videos that weave together to form something no one else can match? How about a Cliff-Notes outline of key discussion points from workshops?


3) Catalog: Don't make attendees dig through your content "junk drawer" to find what they need. Think through how you might catalog these golden nuggets for easy, just-in-time access. 


4) Remix: If you've invested time in items 1, 2, & 3, here's where things really cook. You now have a learning "smorgasbord" where you can mix new combos to refresh and apply key learnings. Make sure this knowledge feast includes a nice mix of documents, audio, video, and more. How about pulling together soundbites & stats to design Infographics? Follow-up webinars? How about a series of small group web discussions (Google+ Hangouts?)


Recommended. 8/10


Full article: http://blog.cvent.com/blog/meeting-planning-innovation/event-content-curation-capture-edit-catalog-and-remix 

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Engagement Publishing is the New Content Marketing - Here's Why - John Battelle

Engagement Publishing is the New Content Marketing - Here's Why - John Battelle | Internet Marketing Strategy 2.0 | Scoop.it

I selected this piece today because it is timely and relevant, social media is part of the equation but the focus should be on social business, which is the bigger picture. It's important to package your content and repurpose it to fit the social network(s) where your audience resides. This interview talks about   

 

In this interview with McKinsey and Compay, John Battelle, founder & chairman of Federated Media Publishing says.....

 

**Marketers need to shift their mindset from being a publisher to engaging an audience.

 

To paraphrase:

 

Marketers are starting to see an ecosystem of paid, owned and earned media that they're very interested in feeding through social interactions and content marketing.

 

Here's what caught my attention:

 

Marketers have always created content, print and radio ads, 30-second spots, display banners

 

****But they never have really seen these elements as an integrated corpus of content living in a digitally driven ecosystem

 

**Marketers need to become engagement publishers

 

**"Increasingly, [marketers] are realizing that this social media space involves an ongoing conversation. Assets never really go away."

 

**Building conversation “inventory” at scale

 

I agree that all brands probably should be on Facebook, but what you really need is an integrated strategy that has – at its root – the brand's own domain, independent from any platform other than the Internet itself.

 

Measuring the success of conversational engagement

 

These things are very hard to directly measure from a simple click. And often, as we know, the people who click are not the people you want as customers anyway.

 

**So you need a bridge to that kind of insight that gives a media buyer the justification to say that this new technology is worth the investment.

 

**Marketers have been very interested in understanding how their content is amplified in the past few years

 

**Now there is technology that allows us to automatically collect and present this data (More in detail in interview)

 

**The best companies create communities of interest that are independent:

 

**they are rooted in the independent Web, with expressions on Facebook, or as an iPhone or Android app – those all become instances of their brand.

 

** Companies should create a circulatory system through which they can promote different aspects of their messaging and interactions with their community.

 

**If you're going to be a brand with a publishing approach to marketing, you must have an independent taproot that isn’t controlled by anyone but you. 

 

Put out your branches and feelers everywhere. Integrate that experience and let your content and messaging flow through it.

 

Curated by Jan Gordon covering "Content Curation, Social Business and Beyond"

 

Read full interview here: [http://bit.ly/x7mHwm]


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Show What's Below The Surface: That's How You Brand Yourself Next

Show What's Below The Surface: That's How You Brand Yourself Next | Internet Marketing Strategy 2.0 | Scoop.it

This wonderful piece was written by Lisa Barone on Outspoken Media. I loved reading this because her insights are right on the money. How do I know? Because I've been on Pinterest for a week and this social network takes you beyond all the buzzwords, the how to articles and lets you connect with others in ways that have the potential to create deeper engagement that can is definitely beginning to show ROI in more ways than one.

 

Feel free to follow me on Pinterest at  http://pinterest.com/jangordon/

 

or visit my topic on content curation at http://www.scoop.it/t/content-curation-social-media

 

Here's an excerpt that captures the essence of what she is saying. I highly recommend you read the comments as well.

 

Excerpt:

 

"Anyone who knows me will tell you: I’m completely commitment phobic. And nowhere is this more apparent than in the world of emerging social media networks. I cringe whenever a new one is released because I simply Can’t.

 

"For me, the social network doing that right now is Pinterest.Wait? Pinterest? Is that really anything more than an outlet for pictures of sleeping cats, fancy home décor and items deemed orange?

 

It is.

 

I’ll tell you why I love it and why, as a brand, you should love it too.

 

****One of the great things social media has done is that it’s undeniably changed the way businesses and consumers are able to interact.

 

****It broke through an imaginary wall that had long divided the two and allowed businesses to share parts of themselves which, in turn, allowed consumers to seek out businesses that are weird in the same way or that believed in the same things.

 

Last November I spoke at TEDx about how through the Web, weird became profitable.

 

****Weird became something businesses could leverage. To me, that’s where social media is most effective –

 

****when businesses use weird to be strategically authentic and show customers their essence. It’s when they let certain parts of themselves hang out so their customers can get to know whose behind the product or service that they love so much.

 

And that’s what Pinterest does really well. It epitomizes what is right and powerful in social media. Sure, Mashable may still use it to hoard marketing infographics for page views, but that’s not how it’s most effective.


**Pinterest works best when brands show customers what’s going on below the surface".

 

Read full article here: http://outspokenmedia.com/about/lisa-barone/ 

(Curated by Jan Gordon covering "Pinterest Watch") 


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janlgordon's comment, January 13, 2012 12:07 AM
maxOz
Thank you for this wonderful post on Pinterest!
maxOz's comment, January 13, 2012 12:12 AM
I love it as well, glad you enjoyed it x Michele
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5 High-Value Content Formats That Help Visibility and Community Building

5 High-Value Content Formats That Help Visibility and Community Building | Internet Marketing Strategy 2.0 | Scoop.it

Corbett Barr writes over at ThinkTraffic.net:

"For every blog post you write, you should be asking yourself these two essential questions:


1) How will this post deliver unmissable value to my audience? (also known as the “what’s in it for my readers” question)


2) How can I present this information best so that it will be read and shared by as many people as possible?


When it comes to presenting the information in the best way possible, there are really two things to focus on most, headlines and something I’ll call post types here."


- ...and I definitely agree. Headlines and content format types are absolutely "strategically vital" in helping your content be found first and be immediately appreciated next.


These are indeed two areas that can provide tremendous positive benefits when one starts to explore new approaches and methods outside of what everyone else is doing.


"Beyond headlines, there are certain types of posts that constantly attract more readers, comments, tweets, stumbles and links than other types of posts. ...I’m talking about the overall structure and concept of a post...


If you study popular blogs, you’ll find a number of different post types that are constantly used and that constantly become the most popular posts on the web.


...I narrowed those different post types down to [FIVE] that... "


P.S.: Two of these alternative formats, n.1 and n.5 are two great and effective "curated content" formats, which may be easier to approach and appear to be built on more solid value-generating foundations. 


Valuable advice: 7/10


http://thinktraffic.net/5-extraordinary-blog-post-types 


(Curated by Robin Good)

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