"We need to not only measure brand sentiment, we need to gauge its value both positive and negative and determine how it impacts offline media activity and further, channel selection and weight levels.
We need to look at the tone of a post and also references within the post, not to mention volume and source.
There are many digital actions that can affect consumer perceptions and behaviors, including but not limited to:
Visiting a brand's website
Becoming a fan of a brand on Facebook
Following a brand on Twitter
Reading a sponsored brand blog
Posting a video about a brand
Downloading a brand phone app"
But what are the key questions to ask to measure ROI for tweets. Mr Rosenberg sugest the following ones:
"Is there more conversation around the brand today than there was yesterday, particularly around "intent to try" and "intent to purchase?
Is the positive sentiment around the brand also greater today than it was yesterday?
How much exposure did we generate?
What was the eCPM with the earned impressions that resulted?
What would the equivalent media value be of the earned impressions unto themselves?"
Finally, Mr Rosenberg provides a formula and a couple of specific examples illustrating real-world situations that explain how tweets ROI, or better yet, Rating Points for Twitter can be calculated.
Robin Good: If you are exploring the idea of investing more resources and time to leverage Google+ potential to help you gain extra visibility inside search engine result pages, Kristi Hines has some really good advice and resources for you.
In this excellent article she provides 5 key tactics that you can put to use right now to improve your SEO visibility by leveraging Google+ to the max.
Here the 5 key tactics recommended:
#1: Get More Followers
#2: Set Up Authorship With Your Personal Profile
#3: Directly Connect Your Page
#4: Encourage +1′s
#5: Fill Out Your Information on your G+ page
But the value is all in the specific advice, steps and examples she provides.
Billy Joel’s schmaltzy ballad “Honesty” spoke the truth back in 1979.
Karen Dietz: I really like this post because it is all about the quality of authenticity -- and not worrying about being perfect!
Authenticity is the heart and soul of business storytelling. This post uses rock bands to talk about this. As the author says, "There was a point, only a few years ago, where having a solid rock star brand meant covering up every wart and imperfection."
And, "A point to consider about honesty in branding: We human beings are wonderfully imperfect creatures, and we can only relate and bond with other wonderfully imperfect creatures."
Dare to be honest, authentic, and imperfect in your stories and story sharing. It will make you much more human and relatable :)
Destiny Cushing, a buddying SEO blogger at Blueglass.com has put together a valuable showcase of five different and little known keyword research tools.
Beyond Google’s Keyword Tool, Wordtracker, SEO Book’s Keyword Suggestion Tool, and Keyword Discovery there is indeed a little universe of alternative possibilities.
And among the many, these five were selected on the basis of three very specific requirements:
a) the tool has to be free
b) it must be immediately useful, and
c) it must provide something you can’t get with the full-service tools (they offer additional insights and ways to manipulate your keyword lists that the other tools don’t offer. And for free.)
Here their names.
See if you have heard about them before diving in:
Übersuggest – Alphabet Keyword Suggestion Tool
Soovle – Keyword Suggestions from 7 Search Engines
"...In the age that we live in, content is relatively cheap. Anyone can create it.
If not through their computer, everyone’s phone can basically do live shots, record newsworthy sound clips and file stories. Some can do interactive 360 videos or augmented reality presentations. Really cool stuff.
And everyone can distribute their content in 140 characters, their own livestream network or their blog (how traditional).
With technology empowering everyone with the ability to create and to distribute, I predict — and wish — that in 2012 the new dominating factor will be Credibility. Actually, earned Credibility.
What will stand out from the sea of content will be the voices we turn to time and time again.
Trusted sources of news and information will transcend their mastheads and company brands…and become their own brand.
Brands that are solely based on being known for the quality and reliability of their work."
Make sure you give a good scan to the comments section too, because that's where you can find some key insights: "...it is the trust relationship between the journalist and the user that matters."
"...who can I trust to help be navigate the sea of content? Who can I turn to when I need help getting informed on a new topic?"
Email marketers might be very happy to know that in 2012 Google is likely going to release a new AdWords ad format which allows readers to subscribe directly to a product newsletter or offer, right on the ad itself, inside the SERPs.
But it is not official yet.
This may or may not become widely available to all advertisers, as it is already running as an experiment for a few brands using it, but I would be surprised if this marketing feature wasn't extended to everyone using AdWords soon.
From the article: "Is your business thinking about social analytics?
The first step when considering social analytics is to establish a listening strategy.
In social media, listening acts as a guide through the ever-changing and interesting world of the blogosphere.
Why?
Because listening is an ongoing process that is necessary to keep a strategy fresh and competitive.
It enables decision-makers to find and better understand opportunities and stakeholders.
So, exactly how do you go about listening?"
Key points in the article:
#1: Determine your target audience
#2: Identify the influencers
#3: Know the keywords and trends
#4: Form a social business strategy
where relevant examples are provided.
I agree: "The future is all about hearing what your business ecosystem (customers, business partners, constituencies, employees, etc.) has to say and collaborating internally and externally to meet their expectations.
Listening is not just a discipline.
It is an embodiment of a social business strategy to address the mass volume of data every company faces today and offer a means for evaluating this information to drive business results."
...but if this is the case, we need to stop thinking about targeting audiences and identifying the right messages and start to think in terms of "intercepting" a tribe's specific need and going fully after helping them out with great value.
If you are about to start your ownline business, you may want to keep handy some selected articles, tools and resources which may come in handy as you start moving your first steps in this direction.
This in-depth curated guide by Kristi Hines includes 13 sections covering tools and resources on these specific topics:
With KissInsights you can start immediately getting feedback, suggestions and ideas from your readers and fans, right on the web pages you want.
With a simple JavaScript code change you can install KissInsights onto your blog or web site and be ready to work with it.
The service provides many ready-made survey templates with typical feedback questions sets that can be immeditaely deployed.
Questions types include: Single answer with radio buttons, multiple answer with checkboxes, text answer, and promotor score, a scale from 1-10 ranging from ‘least likely’ to ‘most likely’.
You can also customize the survey bottom pop-up to be shown only to specific types of visitors: for example only to returning visitors, only to signed in users or only to those that come from a search.
The free version allows for unlimited surveys and up to 30 responses, while the paid plans provide capacity for unlimited replies while adding the ability to add custom questions and to personalize the thank you message (with the ability to re-direct to a specific URL). Paid plans start at $29/month.
Keywords and text are valuable for more than just Google results pages.
The same logic that applies to the importance of SEO content also applies to social networks such as YouTube, Twitter, and LinkedIn.
After all, these social networks have a search function similar to that of Google.
Think of these social networks as simply a different search engine, but just on a slightly smaller scale.
Many aspects of optimizing your social media accounts are similar to optimizing for the search engines.
You want content to look natural; you want to think like your target audience; you want to target 2-3 keyword phrases at a time; the more specific the better, and so on.
However, there are two vital differences that are important to understand if you’re going to begin targeting keywords for social media.
Social SEO will become a major influence on how SEO practitioners design and execute their Local, Mobile, Social Media marketing. Visual backlinking is a technique I suspect will add to this new phenom.
Entrepreneur and author Gary Vaynerchuk thinks so-called social media experts are “clowns” — what really matters is driving ROI.
According to Vaynerchuk, who is the author of best-selling business books Crush It and The Thank You Economy, too many companies are hiring 22-year-olds to manage social media strategies simply because they’re from a generation that grew up with pervasive digital media.
Watch the interview to find out what qualities Vaynerchuk prizes when it comes to social media expertise.
This piece was written by Sean Platt for his blog. It is full of great information on how to use twitter and build a community of people which can result in tremendous opportunities for you.
Intro:
Because attention is so easy to gather on Twitter, and because your follower count can climb with the speed of a soaring stock, you might find yourself falling into thetoo typical trap of thinking Twitter’s purpose is to gather as much attention as possible.It’s not.
**Attention is great, but it’s only the end result of getting what you’re really after – quality relationships.
Here's what caught my attention:
**The best way to get the most from your Twitter conversations is to understand the ecosystem.
**Twitter isn’t a chat, it’s a never-ending party.
**When you have a conversation with someone, one-on-one, the two of you are both engaged; two listeners sharing a single conversation.
**Take time to get to know your fans. Not just because they’ve been helping you out and you want to repay the favor, but because they can help you understand more about who your audience is and how you can serve them best.
You want to find the signal through the noise, and filtering your tweets is a great way to make that happen.
Are you conducting keyword research on social media? Or, are you only using keyword research for search engine optimization of your website content?
Conducting keyword research on social media can also be called "listening research."
You are "listening" to what is being said by your ideal clients about your niche keywords on various social networking sites. This "listening research" allows you to produce content that speaks your ideal client's language. As well as increase your content's search engine visibility.
Robin Good: If you are looking for some new fresh ideas on how to boost, improve or optimize your link building campaign, here is some really good advice.
Dave Cain has put together a list of 26 different methods to do inbound links for your site, and for each one it has provided some insight on how valuable and effective this is in his experience.
I think that Dave's advice is right on target and after having read his article I am happy to recommend it to anyone who is looking to do some effective link building.
Here his five top recommended link building methods:
"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.
Eventasaurus is an events management dashboard which includes powerful features to help you and your events team get more done.
Key features include:
a) Create events automatically No more manually creating or updating events on several social networks. Events are created and updated across all major social networks at the click of a button.
b) Aggregate your attendees RSVPs are collected from all websites into a single manageable collection. Cross-match RSVP's against ticket owners and print the 'definitive' attendee list.
c) Engage across networks Comments on events are pulled into Eventasaurus in real-time and replies are posted back to the original websites, enabling instant engagement on all of your event pages.
From the Event Manager Blog: "On a practical level, this means that you could create events across multiple websites and as you sell tickets, your attendees can be automatically added to your excel spreadsheet.
At the click of a button, you could view the number of decision-makers attending, the rich social profiles of the companies and guests attending. You could see where most of your ticket purchases are coming from around the web and automatically reward your best referrers.
After your event has ended, you could publish a report for your sponsors to show the demographics of those who attended and the overall sentiment around your event..."
"Most people think viral video when they think YouTube. Until now, you’ve been under the impression that success on YouTube meant capturing some hilariously comedic moment with your cat or unsuspecting son or daughter on video and sharing it with the world.
You’ll quickly discover that you don’t need millions of views to get results.
It’s all about the quality of your visitors, not the quantity.
Your YouTube videos will build rapport with your viewers, so that by the time they end up on your website, they are primed, pumped and ready to take action with you. In short, your conversion rates go up."
and here is the simple recipe that he suggest you use:
Here are 8 essential metrics you should be tracking on your website and its landing pages, and how you can use these metrics to optimize and improve your website’s performance.
These the first five with a core takeaway:
1. Unique Visitors
Look for a good upward trend over time, or in conjunction with specific marketing campaigns. If your unique visitor count isn’t rising, you may need to reassess your marketing tactics.
2. New vs. Repeat Visitors
If your repeat visitor rate is only in the single digits, your site might not offer enough valuable information to capitalize on the link or campaign that attracted a new visitor in the first place.
3. Traffic Sources
...you’ll want to see your share of organic traffic rising until it reaches 40%-50% of total traffic. Likewise, you can gauge the effectiveness of your link-building efforts by tracking referral traffic. Aim for referrals to deliver 20%-30% of overall traffic.
4. Referring URLs
You want to see the list of referring URLs growing steadily over time as you produce more content that other site owners and bloggers deem worthy of sharing with their audience.
5. Most/Least Popular Pages
Studying your most popular pages helps you understand what kind of content visitors and prospects find most interesting. Popular pages also are good places to focus your database building efforts.
Read the full article to find out exactly what each one of the indicators means and to have extra advice on how to put it to use immediately.
No doubt, the vast majority of economic wealth is still distributed through large corporate media, but as new technologies enable artists to reach consumers directly through push-button creation and distribution, there is a movement afoot.
Expect this movement to expand in 2012 as more artists take control of their own economic destinies and become part of the artist-entrepreneur generation.
"In music, artists are starting to embrace sites like Soundcloud to create music and share it, while others direct-to-fan sites like Topspin Media are enabling artists to create commerce sites to sell music in turnkey fashion.
And it’s not just music sales, but actual concert tickets. The Pixies used Topspin to sell tickets for a recent concert, utilizing email campaigns and to notify fans and processed the tickets using an iOS app at the door."
"In e-books, distribution and storefronts have already collapsed into one, but managing distribution across multiple channels is difficult since storefronts are still siloed (Amazon is separate from Apple iBooks, which is walled off from Barnes&Noble, etc).
However, companies like Smashwords enable creation and distribution across multiple storefronts, while Vook, post-pivot, is working on SaaS tools to create e-books and manage their distribution, complete with reporting and management dashboards."
"The goal is to do business with people who believe in what you believe, NOT in what you do."
TEDx Puget Sound speaker - Simon Sinek - Start with Why: How Great Leaders Inspire Action About TEDx, x=independently organize event In the spirit of ideas w...
This is a 2-year old video with fabulous 'evergreen' insights for us all. I love the model Simon Sinek shares with us, explaining how we normally think/talk. He then goes on to invert the model to show us why great leaders are able to create amazing change.
Start 2012 with a bang.
Watch the video and use this model to really make the difference you want to in the coming year.
*(Thanks to Karen Dietz for uncovering and promoting this great video. It is truly inspirational.)
"In the age of social media, getting and maintaining attention is both more challenging, but also easier, in that we have many tools at our disposal with which to connect our brand to our tribe.
There are four principles – relevance, engagement, community, and convenience – that you need to build upon to succeed as a thought leader in the attention economy.
1) Relevance:
Customer needs are never static. In fact, they change daily and your content needs to reflect your recognition of those changes and challenges and reflect your knowledge of the situation. Tactics for increasing your relevance include:
- Developing and curating content that fills current needs (keywords, trends, etc.) - Defining your target audience well – narrow and refine into niches - Empathetic engagement.
2) Engagement:
While this is a loaded buzzword in social media, the best thought leaders are truly engaging. The most engaging thought leaders stick to a great narrative and interact with their tribe around that narrative, or story.
3) Community:
Customers in a brand community are worth more in lifetime value than customers not in community. One of the key objectives for thought leaders is building a tribe or community around your ideas.
4) Convenience:
Making your brand accessible and convenient builds attention through “ease of use.” Tactics for increasing convenience to your audience include:
share valuable content consistently and you’ll be recognized as a contributor to the wellbeing of the business..."
Excerpted from the article intro: "How are today’s social media teams structured? Ever wonder who’s behind those corporate Twitter and Facebook accounts?
Think there’s more to it than an intern just tweeting haphazardly?
This data, in the below graphic, is compiled from Altimeter’s recent survey to 144 global national corporations with over 1000 employees shows how today’s teams in 2011 are breaking down.
This is the core team that operates the social media program within a corporation, often within corporate communications or a marketing function they will work with other business units.
For very large corporations, they may be fragmented among many business units (the Dandelion model), and this data doesn’t even include agency, consultants, or even research firms who help out."
Cyrus Shepard at SEOMoz does a great job of selecting and highlighting ten killer SEO tools that not everyone knows about.
These may not be the latest ones nor the coolest looking ones, but they do a hell of a job like no-other SEO tool can (at least for free).
The ten must-have SEO tools he selected are:
1. Shared Count
it track the social sharing statistics of any page you desire, including Facebook, LinkedIn, Google+ and raw Twitter counts.
2. IETester
IETester is a free, downloadable web browser that allows you to render different versions of IE in side-by-side windows and check for errors.
3. Blogscape
Blogscape allows you to monitor the popularity of any keyword, brand or url on a daily basis.
4. URI Valet
You can see behind the scenes of any web page by checking server headers, text to HTML ratio, download speed, object details and quick links to W3C Validators.
5-6. Robots.txt Checkers
Essential for finding hidden problems with robots.txt files, even when no error was visible. Will discover robots.txt errors they never knew existed.
7. Wayback Machine
If you want to research older links that may have disappeared or track website modifications that resulted in traffic changes, the Wayback machine lets you peer into the past, sometimes with dramatic results.
8. SEO Browser
Quickly see all of a webpage’s important SEO structure in one view, starting with the title tag and working your way down.
9. Rank Checker
To check a bunch of rankings…. fast.
10. Xenu’s Link Sleuth
A (Windows-only) link checker that runs on your desktop. A must have when running quick site audits.
"The concept of the Presenter's Paradox is interesting.
Say you were shopping for your mother, and you had the option of purchasing one high-quality gift such as a designer pocketbook or purchasing that same high-quality pocketbook and also including a $10 Starbucks gift card.
Most gift givers would choose the second option if their budgets allowed, thinking that more is better.
However, the gift recipient will look at it from a different perspective, perceiving the pocketbook alone to be more generous than the pocketbook and Starbucks gift card combined.
Ironically enough, to the gift recipient, the inclusion of the low value gift card actually cheapens the overall quality of the gifts. In other words, coupling a high quality item with a low quality item diminishes the perception of both items' overall quality.
The takeaway from this research is valuable and timely for gift givers, but are you starting to see the connection to marketing as well?"
Inside this article:
- The Marketing Content Debate: Quality vs. Quantity
- How to Consistently Create High-Quality Content
1. Analyze the Characteristics of High-Quality Content
2. Establish Benchmarks for High Quality Content
3. Establish Strict Content Guidelines
4. Educate Contributors About What High-Quality Content Looks Like
5. Sacrifice Quantity for Quality
6. Evaluate Content From the Audience's Perspective
Robin Good: If you are looking for finding ways to increase the engagement of your fans on your Facebook Page(s), here you have a really valuable set of tools and services that, in my opinion, DO make a difference.
Reviewed effectively by Andrea Vahl on SocialMediaExaminer, these ten Facebook Apps are not just a bunch of cool servics to check out. These are indeed ten tool that, if properly used, can make a significant difference in how people will perceive you and in how much you will be able to engage them on FB.
In particular, I recommend you to try out:
- Booshaka - showcase and reward your best fans
- ContactMe - make it easy for them to get in touch with you
- Ecwid - sell anything you want via Facebook with the backing of Amazon.com
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