Internet Marketing Strategy 2.0
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Bottom-up, consumer-centered online marketing strategy news
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How To Gain True Influence by Leveraging the Power of Relationships

How To Gain True Influence by Leveraging the Power of Relationships | Internet Marketing Strategy 2.0 | Scoop.it

"If you define influence by the size of your Klout score, you can stop reading this right now..."


Via janlgordon
Robin Good's insight:


Fundamentals of effective marketing: to be influential, you must be known, accepted and trusted. But, how do you get there?

Brian Clark has the right answers to this one.



(Image credit: Influential Tech)



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Caroline Price's comment, July 16, 2013 5:59 AM
yes...some people are worthy of respect; others less so...
Therese Matthys's comment, July 16, 2013 12:34 PM
Caroline - so true!
Philippe Trebaul's comment, September 9, 2013 11:48 AM
You're all totally true. I really agree with you. I would add that "followers" are (normally, except for fake profiles...) persons. And persons MUST be respected. I agree too with you, Sigrid, concerning the fact that influence could be better mesured by interactions. Thx a lot for your reactions. It's very kind from you! Have a great week. Best regards :) Philippe
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Seven Key Traits of Great Online Content

Seven Key Traits of Great Online Content | Internet Marketing Strategy 2.0 | Scoop.it
Robin Good's insight:



Jake Sorofman, Research Director at Gartner, highlights in his blog the key traits of effective online communication:


1) It’s human: it speaks with a conversational voice, from one human being to another. Thought isn’t hidden behind stilted corporate speak, chest-thumping claims and pompous language.


2) It’s neutral: perhaps not wholly objective, but it holds fire on the hard sell in favor of issues-centric storytelling that supports a brand’s point of view without always making the brand the hero.


3) It’s simple: attention spans aren’t what they used to be and competition for that limited attention has reached a fever pitch.


4) It’s visual: It’s also easier to consume when you’re already up to your eyeballs in dense text.


5) It’s curated: you don’t have to create all of your own content. Leverage happens when you organize and annotate third-party content that helps tell your story or sell your point of view.


6) It’s conversational: communities talk back to sustain the dialogue in the form of comments, reviews, ratings and new content of their own that defends or argues against your point of view.


7) It’s organic: it’s published fast, often in response to unpredictable moments."


My comment: I think that most of these seven points are pretty accurate though I personally do not think that being neutral and simple are always strengths when it comes to effective online communications.


I guess it depends on the situation, but, in my humble view, I will likely favour more companies and individuals that a) take a stand and a side on important issues and b) that are not concerned with providing simple, superficial, easy-to-consume content.


Being organic, as intended here, is also something that in my eyes will not be a key absolute advantage point for companies, but it can definitely be in many cases a plus point.



Good points. Rightful. 8/10


Original article: http://blogs.gartner.com/jake-sorofman/forget-big-data-here-comes-big-content/


Gartner's 2013 Social Marketing Survey:
http://www.gartner.com/technology/research/digital-marketing/social-

marketing-survey.jsp


(Image credit: Creating content - Shutterstock)



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Gail Worthington-Eyre's curator insight, April 22, 2013 10:00 PM

Conversation with the consumer is the key and framing your content to deliver good conversation is vital to social marketing success.

Jordi Carrió Jamilà's curator insight, May 9, 2013 5:42 AM

Macnifiaca reflexión de Jake Sorofman  y de Robinn- Recomiendo el artículo!!!

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Social Media Traffic: How To Analyze It With Google Analytics

Social Media Traffic: How To Analyze It With Google Analytics | Internet Marketing Strategy 2.0 | Scoop.it

From the article by Eugen Oprea on Social Media Examiner: "Google Analytics allows you to see where your visitors come from and if they engage with your content or leave immediately.


Additionally, you can set up goals that match your business goals and measure if visitors are meeting those goals.


With Google Analytics, you can get valuable insights about your visitors and in this article I am going to show you how to track social media traffic.


This will help you identify the social media sites that send the most visitors back to your website to see which one needs more attention.


You will also discover how you can learn more about the visitors who come to your site from Twitter, Facebook, Google+ or other social media sites.


Additionally, you will learn how to use a feature called Advanced Segments to segment your social media traffic and see how those visitors behave on your site."


Informative. 8/10


Full article: http://www.socialmediaexaminer.com/how-to-track-social-media-traffic-with-google-analytics/ 

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Measure, Track and Optimize Social Media KPIs: 40 Dashboard Tools You Can Use

Measure, Track and Optimize Social Media KPIs: 40 Dashboard Tools You Can Use | Internet Marketing Strategy 2.0 | Scoop.it

If you are looking to track, monitor, manage and optimize different key social media-related perfomance indicators you probably some kind of dashboard where to do this work.


In this well-organized collection by Barry Hurd you can find anything from the very basic to the most sophisticared solutions at your disposal. 

Useful. 8/10


Find it all here: http://barryhurd.com/2011/11/10-social-media-dashboards-for-tracking-stuff/ 

 

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Search Traffic Drops 30%: Is Google Search Traffic Rapidly Fading? Check These Stats

Search Traffic Drops 30%: Is Google Search Traffic Rapidly Fading? Check These Stats | Internet Marketing Strategy 2.0 | Scoop.it
Traffic from Google to digital publishers dropped 30% over the past eight months.
Robin Good's insight:



If you keep investing time on optimizig your site for Google, or investing in link building efforts of all kinds I suggest you give a good read to this article.


Wriiten by Awini Anburajan on Buzzfeed: "Search traffic to publishers has taken a dive in the last eight months, with traffic from Google dropping more than 30% from August 2012 through March 2013...


...While Google makes up the bulk of search traffic to publishers, traffic from all search engines has dropped by 20% in the same period.


BuzzFeed tracked traffic referrals to over 200 publishers in the BuzzFeed Network, a group of sites that carry BuzzFeed's tracking code and include the Huffington Post, Daily Mail, NewsweekDailyBeast, Time, Sports Illustrated, Us Weekly, and Rolling Stone. Collectively the sites represent an audience of more than 300 million people globally.

Of the three major search engines — Google, Yahoo and Bing — only Yahoo saw growth in this period.

While Yahoo grew search traffic in this period, it sent 21M referrals to publishers in March, less than half of the 48M referrals sent by Google. Traffic from Bing dropped 12%.
"


And check this: "In March, Facebook sent 1.5x more traffic than Google, the greatest difference we've ever measured between the platforms. At the same time, we've watched traffic from other social platforms — Twitter and Pinterest -—continue to grow an audience and drive traffic traffic to publishers."


Are you ready for this?



Insightful. Informative. Must-read. 8/10


Full article: http://www.buzzfeed.com/aswini/where-did-all-the-search-traffic-go





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Sigrid de Kaste's curator insight, May 5, 2013 7:06 PM

That's interesting and worthwhile keeping an eye on for your online marketing decisions

Joe Wise's curator insight, May 13, 2013 9:15 PM

Need an SEO guru to verify or dismantle this argument... anyone?

Richard Stadler's curator insight, May 15, 2013 4:33 AM

Yet another scare story

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How To Find Key Influencers In a Specific Niche

How To Find Key Influencers In a Specific Niche | Internet Marketing Strategy 2.0 | Scoop.it

Robin Good: Influencers are those individuals who have enough reputation, credibilityand expertise to affect your interests and choices. That's a very valuable commercial proposition for marketers. But how do you find these influencers.


Some interesting alternatives are starting to emerge, beyond the popularity-based score-based reputation services as Klout and Peerindex.


Jure Klepic reports on this: “Who are these influencers and how DO we find them?


Is there some way of identifying those people who are connected to a critical mass of easily influenced people?"


The article analyzes some of the shortcomings of the approaches used today, while highlighting some of the new and more interesting services that focus on helping you or your company identify key influencers in a specific niche.


Informative. Useful. 7/10


Full article: http://jureklepic.com/2012/05/25/who-are-the-influencers-and-how-do-we-find-them/ 

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Beth Kanter's comment, May 27, 2012 1:48 PM
Jan: When I look at the photo illustration, it makes ask why there are so few women in the photo ... now off to check this out.
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What Kind of Online Influencer Are You? The Klout Influence Matrix

What Kind of Online Influencer Are You? The Klout Influence Matrix | Internet Marketing Strategy 2.0 | Scoop.it

Robin Good: According to Klout there are at least 16 different types of online influencers, ranging from those who love to actively share and participate, to those who more quitely like to explore, observe and report.  


The Klout Influence Matrix identifies these specific 16 types:

  • Curator
  • Broadcaster
  • Syndicator 
  • Feeder
  • Tastemaker
  • Celebrity
  • Thought Leader
  • Pundit
  • Dabbler
  • Conversationalist
  • Observer
  • Explorer
  • Socializer
  • Networker
  • Activist
  • Specialist


Source: Klout.com
  
  1. As in my case, you may likely feel that you belong in more than one of these categories.
     
  2. What matters is your ability to develop greater sensitivity for the differences that make up these profiles and to cull more attentively those that you feel are closer to your character and objectives.
     
  3. Check also Lisa Barone, co-founder of the firm Outspoken Media (New York), who in contrast, proposes a simpler list in Small Business Trends: The Five Types of Influencers On The Web.


Interesting. 8/10

(Thanks to Raymond Morin) 
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Giua Giovanni Lacqua's comment, February 20, 2012 5:00 AM
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