The thing about internet marketing is that there is no “one right way” to solve a single problem. So much of the advice and commentary about content optimization for search engines at conferences and on blogs is tactical. Five tips for this and 10 ways to do that. We do it too, because people that are new or just dipping their toe into the stream of internet marketing knowledge need information packaged in an easy to understand and actionable format.
Between the changes and improvements that happen on search engines, adoption of new web technologies/applications and changes in the way people use search, tactical advice can get outdated pretty quickly.
I’ve been thinking lately about how managing long term search marketing programs can be tricky with all that change, but a strategy that focuses on a model of “Listen, Learn, Change and Grow” can make a big difference between long […]
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Written by on November 28th, 2008 with no comments.
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Recently I had the task fo creating a resource for direct marketers on social media marketing and print books are something many people rely on as a portable source of information. The challenge with print sources on internet marketing related topics of course, is that they can become outdated more quickly than other topics.
As a result, I tried to focus on books that would retain thier usefulness to readers over time. The following list was researched from the stack of books on my desk, from the good Tweeple following @leeodden on Twitter and a few private recommendations. Fortunately, we’ve interviewed almost half of the authors on this list, so I’ve included those links as well. Enjoy!
Cluetrain Manifesto - Rick Levine, Chris Locke, Doc Searles, Dave Weinberger
New Rules of Marketing and PR - David Meerman Scott (video interview)
Do It Wrong Quickly - Mike Moran (Mike’s guest post)
Join the Conversation - Joseph […]
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Written by on November 26th, 2008 with no comments.
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One of the opportunities from speaking at the Pubcon conference in Las Vegas recently was meeting many client side social media marketing practitioners. Jessica Berlin, one of my co-panelists and social media manager from Cirque du Soleil, offered excellent insights into online reputation management and social media. I’ve invited her to take part in our “Social Media Smarts‘ series of interviews with social media marketing practitioners.
Jess has worked with Cirque du Soleil as a publicist and now as a social media marketing manager. She’s active on Twitter, Facebook and LinkedIn and has received kudos from social media kingmakers like Chris Brogan, who offers an insightful perspective on Jessica as a “trust agent” for Cirque du Soleil and a great story on what to do with 100 bloggers in Las Vegas.
Please define “social media?”
Social Media is the capability to interact directly with our potential customers by participating in the conversations they are […]
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Written by on November 24th, 2008 with no comments.
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TopRank Online Marketing is pleased to announce a parternship with The Direct Marketing Association to develop and present a series of 2 day workshops on social media marketing for direct marketers.
On December 4th in New York the new course entitled: “Social Media Smarts: An Introduction to the Social Web, Tools and Strategies” will introduce participants to the marketing and communications channel opportunities of social media through practical demonstration of social media tools, case studies and exercises. The first 3 workshops will be held in New York, Chicago and then again in New York.
Decreasing marketing budgets and increased consumer skepticism towards traditional advertising is driving many companies to new ways of attracting and engaging customers. At the same time, new communication channels such as social media represent the most significant change in marketer/advertiser communications with customers in the history of marketing.
To help educate in-house and agency side direct marketers on how to […]
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Written by on November 19th, 2008 with no comments.
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Have you considered developing content specifically to drive traffic from social media sites? Have you also considered what you want from that social media traffic, and what to do with it once you have it?
In a session titled, “Earning Big Bucks with Social Media Traffic“, Social Media Marketing advocates including Rank Fishkin, Vanessa Fox, Michael Gray and Alexander Barbara gave some great tips to drive traffic via social media channels and how to monitize that traffic.
Michael Gray kicked off the session discussion how making a connection within the social media world is key to drive traffic to your website. Michael stated that monetizing social media traffic is harder than most other types of traffic and you should only try to make money from this type of traffic if you truly grasp the concept of social media and monetization.
First off, don’t break the rules!
understand the written and unwritten rules of the […]
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Written by on November 15th, 2008 with no comments.
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You may or may not be using social media tools such as Twitter, Facebook, or Digg in your business. The overarching theme from this panel at PubCon was… why not, what do you have to lose?
Social media gurus, including Warren Whitlock, Co-Author of The Twitter Revolution, Brian Carter, Director of Search Marketing for Fuel Interactive, Guillaume Bouchard, CEO of NVI, and Kent Schoen, Facebook Product Manager, joined forces at this session to discuss the Big sexy buzz around social media and provide some food for thought to convince skeptics that social media can be a successful marketing channel.
Warren Whitlock kicked off the session discussing twitter habits.
There are two stages of Twitter:
1. Denial: Why would anyone care what I ate for breakfast?
2. Reluctant Acceptance: I have a Twitter account but haven’t seen any traffic
The Twitter Revolution really is about making meaningful connections. Let people know what you are up to, because […]
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Written by on November 11th, 2008 with no comments.
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Building and designing a successful social media campaign can be a lot like designing and building a skyscraper. You need to research the materials, lay a strong foundation, and continue regular maintenance to ensure your building, or social media promotion, doesn’t collapse. In Understanding the Complex Social Media Marketing Playing Field, moderator Joe Laratro led a panel of social media marketing architects who shared their social media design tips.
Rand Fishkin, CEO of SEOmoz, gave an overview of some of the various materials an online marketer can use when constructing a social media plan. Michael Gray, president of Atlas Web Service, created a strategic design plan for building successful social promotions. Cameron Olthuis, CEO of Factive Media, outlined best practices for interacting with social communities in ten steps. Neil Patel, CTO of Advantage Consulting Services, Inc., ended the session with a controversial look at “the dark side” of social media marketing.
Building […]
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Written by on November 11th, 2008 with no comments.
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Several of the TopRank Online Marketing team attended a Social Media Breakfast last Friday, along with about 150 local business leaders, code warriors, internet marketers, agency peeps and social media enthusiasts, to hear a presentation by David Meerman Scott, author of “The New Rules of Marketing & PR”. TopRank CEO Lee Odden posted a short write up and video interview with Scott as well.
David started his presentation with an impromptu survey, asking the audience to respond with a show of hands to questions like:
How many of you have been to a tradeshow as a participant, not an exhibitor, in the last year? (very few people in the room raised their hands)
How many of you have responded to a Direct Marketing piece in the last year? (very few people in the room raised their hands)
How many of you have seen an advertisement, either magazine or TV, and made a call or […]
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Written by on November 4th, 2008 with no comments.
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This morning the 8th social media breakfast meeting (started by Rick Mahn) was held at the Deluxe HQ here in the Twin Cities. In a very short time this meeting of a few social media enthusiasts at a coffee house has grown to over 125 people hosted by the likes of Best Buy and PartnerUp, a company acquired by Deluxe.
The main speaker at this morning’s event was David Meerman Scott, popular author of several books including, “New Rules of Marketing and PR” which I recently recommended to a crowd of about 400 at the PRSA International conference earlier this week. Graeme Thickins was able to convince Scott to stay an extra day for the smbmsp event from another speaking engagement, much to the benefit of the MSP social media crowd.
In the presentation, Scott offered a mix of insights, guidelines and social media examples, including some very entertaining videos, that […]
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Written by on October 31st, 2008 with no comments.
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Please welcome guest blogger Jessica Rosenberg, a freelance writer and active social media user who blogs daily at It’s my life… and does product reviews at The Lemonade Stand. Jessica attended BlogWell: “How Big Companies Use Social Media” event this week in San Jose.
As sponsors of BlogWell, TopRank’s Online Marketing Blog also did a pre-event group interview with social media gurus from Wells Fargo, Home Depot, UPS & Graco who presented at the event.
Eight major companies gathered in San Jose, CA this week to demonstrate how they are using social media the “right” way.
The goal of the BlogWell conference, organized by GasPedal, specialist of word of mouth marketing, was to show corporations interested in entering this new and nontraditional field how to navigate the scary waters of social media marketing.
As Ken Kaplan from Intel put it “seeing Social Media as a new way of communication makes sense. It’s […]
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Written by on October 30th, 2008 with no comments.
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