Cross Channel Marketing

Does Something “Going Viral” Spell Instant Social Media Success?

Written May 7th, 2012 by

Doe Going Viral Really Spell Success?

Doe Going Viral Really Spell Success?

We all want to “go viral” right?  In the world of social media marketing, word of mouth marketing or link baiting, one of the ultimate attainments of any marketer is to claim that you had one of your social media content pieces “go viral”.  Going Viral means that your content that you’ve provided to your audience whether it’s a video, a blog post, an audio clip, an interactive flash game or even a photo has really connected with your audience enough that they have felt the need to pass it on, and their audiences have passed it on and so forth that this “spread” or “viral” passing on is now bring you new visitors to your content (and hopefully your site) in masses that are not normally seen to your site.

Content Going Viral is Great! – Right?!

I ask this because in most cases when something catches on or “goes viral” it happens by happenstance, accident or just pure luck.  Companies put something out on their site with no plans on how to capitalize on the attention a media content piece gets once it does go viral.  There’s no goals set, there’s no actions to be taken, there’s no accountability.  Let’s just “shoot video” and put it out there.  Let’s just make this cool game and put it out there!  People will love it and people will come to our site.

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Zynga’s Farmville Demonstrates Branding & Engagment Opportunities

Written March 7th, 2011 by

I block Farmville.  I despise it’s constant updates, I hate seeing countless people call out for “nails” to build their barns.  But I can be classified as the typical online marketer.   We despise the “noise” that Farmville and its clones (Cafeworld, Cityville, Treasure Island, etc.) make in our news stream.  But, guess what?

Marketers Aren’t Typical Facebook Users Read the rest of this entry »

SES London – Day 3

Written February 27th, 2011 by

All good things come to an end and so it was with great sadness that I began my last day of SES London 2011. My schedule for the day was perhaps the most structured one I had in my whole week at SES London in that it actually followed a pattern as you will see.

Video Search Optimisation

Are You Using Video? Are You Optimising for It?

First off was Video Search Optmization with Moderator: Sean Hargrave, Freelance Journalist and Speakers: Paul Carff, Sr. Developer Advocate, Google Inc. & Will Critchlow, Founder and Chief Strategist, Distilled & Jonathan Allen, Director, SearchEngineWatch

Sean had little intros for each speaker but only his one for Paul Carff was a memorable one. Which one of the following is not true:

  • Did he brew his own beer
  • Did he pilot a nuclear sub
  • Has he fought off 3 volcanos

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Stupid Marketing Tactics: Was JC Penney’s Real Crime Link Buying?

Written February 16th, 2011 by

JC Penney Store FrontAt the end of last week retail giant JC Penney got the ultimate smack down not just by Google, but also in the press with a very public outing of its quite “unethical” practice of link buying written by the New York Times.  To be honest, their link buying methods where just plain outright stupid.  Any competent SEO professional or company knows better than to buy their links from the networks that were outlined in the New York Times article. It’s just plain rubbish links like those that gets any company who buys them in hot water.

General Keywords Don’t Necessarily Indicate Purchases

If you’ve been in online marketing long enough you learn that this industry has changed a lot since the early days of ranking for an all important general term like “skinny jeans”.  Back in the early days of Google, ranking in the top 5 for that term would be a boon for sure.  However, now that technology has progressed and searchers/shoppers have become much more savvy, ranking for a general term isn’t a “guaranteed sale” as it once was.  Smarter online shoppers are refining their search queries to the very exact thing they are looking for. Today, size, color, brand and fit are now all important pieces of a search query to savvy shoppers.

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Reports from Online Marketing Summit – Day 3

Written February 11th, 2011 by

It’s a wrap! Day three of the Online Marketing Summit in San Diego, CA, focused on the Search Engines Strategies (SES) Search & Social accelerator. This is a day of training targeted toward advanced marketers. Content included sessions on advanced search tactics and keyword modeling, HTML 5, YouTube strategies, and “Killer Facebook Tactics”, presented by our own Li Evans.

Opening remarks began with Mike Grehan, Chair SES Advisory Board, Global VP Content, SES/Search Engine Watch/ClickZ . This was followed by the Keynote Address: “Misleading & Myopic” vs. “Meaningful” Multi-Channel Marketing Measurement by Mikel Chertudi, SES Advisory Board & Sr. Director, Online & Demand Marketing, Adobe.  Chertudi informs us analytics is moving from a “siloed” single channel measurement approach to a multi-channel measurement approach. Instead of just measuring how your digital assets impact each other, look at how your offline actions such as print, public relations, direct mail etc. play a roll in the entire marketing mix.

Similar to what Adam Greco said, it is about closing the loop or divide between your data sources. The issue is how to tie together information from your web analytics and CRM to provide meaningful insights. Analysts need to work to optimize the entire marketing budget – not just the digital channel.

While I am not a developer I thought it would be fun to check out the session on  HTML5: The Interactive Social Web, by Maile Ohye, Senior Developer Programs Engineer, Google. Ohye explains that HTML 5 is HTML, CSS, and JavaScript (JS) rolled into one. The HTML handles your mark up, the CSS your presentation, and JavaScript handles the behavior. It is search engine friendly and has easy implementation for graphics, video and audio playback, threads, notifications, real time communication, and local storage. There was a lot more discussion on it’s implementation and if you are interested you should check out Html5rocks.com.

Click for more about Online Marketing Summit…

Social Media Marketing & Small Businesses

Written February 4th, 2011 by

Social Media has given us a place where any and every voice can be heard. Some of it good and some of it bad, but more importantly it has leveled the playing field.  Small businesses and even sole proprietors can now achieve things they could not afford to do before, things that were only in the reach of the Fortune 100 before Social Media Marketing opened the doors.

Small Businesses Capitalizing on Social Media Tools

Burger Beast food truck

The Leader of the Miami Street Food Court Revolution

The best example I can give you is from my own backyard.  Here in Miami a number of Food Trucks have band together to form little “meet ups” where they will set up a rolling food court. In the beginning word of these roving meetups was strictly by word of mouth and as a result of turnout it was once every two weeks.   But then these food truck owners got savvy.

The food truck owners started posting locations on Facebook, Twitter and their own website BurgerBeast, letting the residents of Miami know where they can now share in this experience every Monday through Friday at the various roving locations.  For years before social media allotted them the opportunity to reach their engaged audiences, some of these trucks had just been driving around trying to find an audience, all the while Read the rest of this entry »

Audience Research: 5 Tips for Gaining Insight From Your Data

Written January 14th, 2011 by

Use Your Audience Research Data WiselyBefore launching into and implementing any online marketing tactic, your company should be investing in doing some audience research. Understanding your demographic and how they are engaging, sharing, searching and interacting online, not just in social media communities or on search engines, is important for understanding how to balance and integrate all of your online marketing channels.  Understanding that helps your company implement their strategies much more efficiently and successfully.

There are a lot of tools that marketers and data analyzers can utilize to help them gain powerful insights.  From enterprise level tools like Alterian’s SM2 and Radian Six, to tools that are affordable to smaller businesses like Read the rest of this entry »

Golden Voice Story Shows Missed Opportunities for Newspapers and TV Stations

Written January 7th, 2011 by

Golden Voice Story Makes Front Page of CNN

Golden Voice Story Makes Front Page of CNN

I was really touched by the “Golden Voice” story, the one of Ted Williams, the panhandling, homeless man with a voice so amazing he not only captured the ears of a videographer from Columbus Dispatch in Ohio, but his story grabbed the ears, eyes and hearts of the entire world.

The Power of Viral

That’s the power of what an emotional story can do.  That’s the power of “viral”.  When something can touch the emotions, even emotions that leave us in horror (think of the video of the woman throwing puppies into a river a few months ago), we are compelled to Read the rest of this entry »

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