Category Archives: Social Media

AuthorRank: The Real Reason For Google+ and Why You Need To Climb On The Clue Train

The Clue Train for AuthorRank and Google+ is arrivingWhen Google+ first launched, the critics pounced.  “Why launch another Social Network?” they said.  “Google+ is just trying to be Facebook and it will never amount to anything in terms of users”.  And even today, most people don’t understand the implications of the platform Google created.  So here’s the news flash campers- if you are any kind of content creator (news, journalism, etc), are marketing a business, or care about your personal brand as a thought leader in your industry, you need to get on the stick and make Google+ the center of your world- now.  The signs are in place that Google+ will have rapidly increasing influence on your– and your content’s– online visibility, and if you’re by the side of the road when the full impact hits, you’ll wish you had boarded the clue train a long time ago. At the center of the reason why is something called AuthorRank, and I go into detail below on what it is and why you need to start caring.

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A Primer On The State of the Internet 2012

The Future of the Internet: A primer on where digital trends are movingThe analysts at Business Insider Intelligence just recently released an overview of where we are in the evolution of the Internet in 2012. The data they collected was one of the best summaries I’ve seen recently covering the shifts happening in the digital world- a great overview for newbies and veterans alike who want a high-level orienting picture of the industry.  I recommend you view the entire deck, but since it’s fairly long I’ve pulled what I think are the most striking slides and collected them below with some commentary.

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Today If Your Marketing Campaign Doesn’t Integrate Social, It’s Not A Campaign

In the last decade, there has been a seismic shift in the way consumers use media.  Yet despite this, most marketing plans are still designed as if they were in the Mad Men era- centered around a :30 second TV spot- with radio, magazine and outdoor sprinkled in (as well as a banner buy thrown in to cover the interactive thing).  As Forrester analyst Nate Elliot recently pointed out in a report on the power of social media for marketing (under the not so subtle headline “The Old Marketing Model Must Change”), this is kind of a little ridiculous given how media consumption has radically altered.

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How Do Consumers Find Sites? Natural Search Still Rules…

So what resources do consumers use to help them find websites? It’s a good question to answer as you’re thinking about how to prioritize your marketing efforts. I often talk about the importance of natural search visibility as a foundation to a 360 degree marketing program (surrounding your prospects and customers via many touch points- search, social, online and offline channels), and there’s a good reason for that. Forrester took a look at their 2011 consumer survey data on how US adults get to sites and found that by far the largest percentage—50%– find sites through organic search. As Forrester analyst Shar VanBoskirk reported: “natural search still beats the second-most common site-traffic driver — links from another site — by 19% (it also beats paid search by a whopping 42%- as navigation via paid links comes in at 8%).

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Businesses Used To Want “Advertising”, Now They Want Results

Businesses today are looking for results from digital advertising

Borrell Associates recently released their Annual Benchmarking Online Media report detailing shifts in local media spend.  Overall Borrell predicts that spending in local markets will jump 21% this year to nearly $20 billion, but one of the key trends they outline as part of this growth is the increase in “non-advertising” spend: comprising services like paid search, SEO, social media marketing and reputation management.  As Gordon Borrell recently commented:

“This transformation that we’ve begun to see, is that it is getting harder and harder to determine what’s advertising and what’s services…..Most forecasts call for a gradual slowdown of traditional advertising expenditures and growth in ‘non-advertising’ marketing and promotions spending. This change is based on the idea that advertisers actually want results more than they want advertising.”

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Is The Change Hitting The Media Industry Today Really A “Revolution”?

The Digital Media Revolution

Recently, we had a very interesting debate among our team about using the word “revolution” to describe the rapid shifts happening in the media landscape today.  Is the digital disruption we’ve seen from the invention of the internet—and subsequent innovations like social media—more of an evolution?  Could the word “revolution” be a little dramatic….?  How big is this whole darn social thing anyway and how much is really going to be different?

To me it’s not just an academic question. If you work in the media or advertising business, how you view the scale of change occurring today impacts what you do about it.  If you think what you see happening around you is just a slight adjustment on the road of media history– one that will leave most of the existing infrastructure intact (although maybe slightly evolved), you’re not likely to do a whole heck of a lot about it in terms of your personal commitment to preparing and developing yourself for a new world.  Change is hard- particularly when the way you’ve always done things has worked for so long.

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To The Marketers Confused By Twitter: Time To Get Over It

Forrester Research just came out with a new report this week on how marketers should be using Twitter right now to drive real business results. The report points out that marketers don’t get Twitter, and because they don’t get Twitter they are missing out on harnessing one of the world’s most powerful marketing channels.  As the report’s author Melissa Parrish describes- “because Twitter is so different, marketers struggle with it…..most marketers don’t really understand Twitter- neither it’s tricky challenges nor its unique possibilities”.

So here is a dose of reality for all of you confused marketers.  You need to get over it.  You need to decide tomorrow that you are going to master Twitter, and the only way you are going to do that is to personally join the Twitter community  and start living it.  And I don’t mean posting what you have for breakfast every 3 weeks.  I mean making it a part of your daily life, sharing useful content (otherwise known as Content Marketing in it’s most basic form), and engaging with other people on Twitter. I’ve written in past posts that any marketer – or anyone interested in finding customers today—needs to join the 21st century and get personally involved with social media NOW.  This is not a drill.  Things are not going back to the way they were in the safe, predictable mass media world we all knew. To remain relevant in this new world you are going to either need to speak its language or be marginalized.  Your choice.

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Handling Negative Comments: A Quick Bootcamp For Business Owners

So we all know it’s going to happen.  Somewhere on your Facebook page, your Google Place page or somewhere on the web, the complainers are going to come out.  No matter how good your service is, no matter how great your product is, at some point someone is not going to be a happy camper.  So when that day comes, what should you do?  The question comes up all the time, and it seems like in this new world of social media, business owners just aren’t sure how to handle it.  I’ve written in the past about how to avoid the very popular “head in the sand” strategy and create a simple proactive reputation management plan.  Here I’ll get even more basic to give you a quick boot camp on some of the best
advice I’ve come across over the years on getting ahead of your cranky customers and turning what could be a bad situation into a positive one for your business.

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The Power of The Search and Social Combo Meal

When we talk to clients, we often find they think about search and social media programs as completely separate efforts.  They’re either very focused on search (either PPC or SEO), or they’re highly motivated to get Facebook working for them (since most people believe Facebook equals social these days).  Thinking this way—that search and social are distinct and separate efforts—is a shame, because the true power for your business is having both programs in place working in perfect sync.  As Jay Baer has eloquently
described, “search and social are PB&J”– and there are a whole bunch of good
reasons why you should thinking about them as your next combo meal.

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A Moment Of Humor In The Google + Press Fest: Top 10 Funniest Circle Names

So you’d have to be living under a rock not to be under seige from all of the coverage and buzz surrounding Google + right now.  It seems as though all the SEO & Social Media Digerati/pundits have clamped on to this puppy at lightning speed, and my personal opinion is that a whole lot of people in the biz were feeling that Facebook has become their dad’s AOL and they can’t run away from it fast enough.  But among the 2000 link bait posts out there talking about “The Top 10 Tips To Get The Most Out of Google +”, there was one tidbit I found that is really worth reading.

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