Posts tagged ‘SES’

Social Media Marketing & The Fallacy of Going Viral

Written August 26th, 2011 by

Last week I was a speaker at SES San Francisco on the audience choice “Like Me” panel.  The panel discussed the intricacies of viral marketing and the fallacies around it.  Viral Marketing is not really something that is cookie cutter in nature.  Most of the time the nature of a video, game or even fanpage or twitter account that has “gone viral” is completely by accident.

Instead creating a social media strategy through audience analysis and figuring out how to become not only a valuable asset to your audience, but solving some sort of problem or issue for them is the better target to hit rather than that ever illusive “Viral” moniker.  Viral is short lived and usually not the quality audience you are working to engage with.  Becoming an asset to your audience not only creates a loyal following but a highly engaged community as well.

So with that in mind, we wanted to share our deck from the session at SES San Francisco.

 

Social and Viral Tips from Search Engine Strategies San Francisco 2011

Written August 17th, 2011 by

Social marketing succeeds because humans like to share. The “Like Me! Social & Viral Content Tips for Making Your Brand Look Sexy” session on Tuesday at SES San Francisco 2011 had plenty of examples to back that up.

Li Evans

Li Evans, of Libeck Integrated Marketing, explained that a social campaign that goes viral is accidental. It’s nothing you can plan for (this was repeated by Greg Jarboe in a panel on YouTube today.) When thinking about a social media campaign, the goal is show everyone that you or your company are a valuable resource.

Some Social and Viral Tips

When posting to Twitter or writing a Facebook status that links to a web page or video, offer a brief reason about its value to your readers.

Sometimes the point of a social marketing campaign is not exactly about getting more sales or traffic, but rather, changing the perception of a brand. For example, you may recall Proctor and Gamble’s new Old Spice commercial’s featuring the muscled and gorgeous, Isaiah Mustafa. P&G knew the image of an Old Spice man was of an older man, or less modern. To change the perception, they created ads aimed at women by featuring Isaiah, Fabio and other male models. The response was spectacular. The commercials were placed in YouTube and women shared them with their friends. They didn’t sell products as much as it changed perceptions of the product.

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SES for Beginners: Things You Should Know Before Attending a Marketing Conference

Written April 5th, 2011 by

At this point I have now been to two  Search Engine Strategies Conferences and though I clearly felt much more comfortable attending the last one in New York, it was only because I had a better idea of what was going on because of attending SES London. I did have a slight advantage in attending SES, in that I was fortunate to attend the marketing conference with people I knew and who had been there themselves many times before. I knew no matter what I could always fall back on their experiences with the conference series for guidance if I had any questions.

Mix & Mingle at the SES Lunches

To be honest,  I am not sure what I would do if I had to attend one of these for the first time by myself. It can be overwhelming and it can swallow you whole.  With that in mind I decided to develop an easy guide for anyone attending an SES conference for the first time.  A beginner’s guide, so to speak.

Lets’ first look at what exactly SES is.  Wikipedia defines SES as:  Search Engine Strategies (SES) is a conference series focused on search engine marketing and search engine optimization.[1] These events teach the ins-and-outs of search engine marketing from top experts in the field, along with information from the search engine companies themselves.

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Paid Search 101 at #SESNY

Written April 4th, 2011 by

This Search Engine Strategies New York panel  was headed up with Matt van Wagner of Find Me Faster and Barbara Young of PPC-Strategies. As with most panels at SES, each presenter had their own style of conveying the information.  This panel presented a nice mix of case studies with sound advice for anyone wanting to get a basic foundation in Pay Per Click marketing.

Barbara Young began with a presentation primarily focused on two different clients. The first client was a relatively new business called Bebop Baby Shop. Launched in August 2007, this locally owned and operated store in Essex Junction, Vermont, had a simple goal in mind when they came to her. The goal was to get more customers in the store. A simple, modest goal to be sure,but they felt that PPC (PayPerClick) was an innovative way to get that accomplished.

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Placement Matters: How Eye Tracking Helps Improve Display Advertising #SESNY 2011

Written March 29th, 2011 by

Besides learning more about your own area of expertise, part of going to conferences like Search Engine Strategies (SES)  is learning new technologies. For those of you who have not had the pleasure to meet Da Li Social’s own Kim Krause Berg and what she does with regards to Usability (UX), you are missing out. At SES New York, Kim was asked at the last minute to cover for Shari Thurow on the subject of Eye Tracking.

UX, for those of you who do not know, is the industry abbreviation for usability and while I didn’t know it at the time, it may be one of the more essential skills needed in industry.

What is Usability

“The effectiveness, efficiency, and satisfaction with which users can achieve tasks in a particular environment of a product. High usability means a system is: easy to learn and remember; efficient, visually pleasing and fun to use; and quick to recover from errors.” — Dictionary.com

Now, on to Eye tracking which is defined as,

“…is the process of measuring either the point of gaze (“where we are looking”) or the motion of an eye relative to the head. An eye tracker is a device for measuring eye positions and eye movements. Eye trackers are used in research on the visual system, in psychology, in cognitive linguistics and in product design.” — Wikipedia.com

The speaking team

One of the few all women panels at SESNY 2011

Moderated by Kate Kaye, Senior Editor, Clickz News, the Placement Matters: How Eye Tracking Helps Improve Display Advertising session featured speakers, Kim Krause Berg, SEO/UX/IA, Cre8pc.com, SEO/UX Manager, Da Li Social Integrated Marketing and Leslie Chacon, Founder, User First. The session began as all do with the audience booting up their respective devices and logging on to the Wi-Fi, which on this day was barely crawling.

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Social Network Analysis at #SESNY

Written March 28th, 2011 by

I got the pleasure of moderating the Social Network Analysis session on the last day of SES New York this year and as a self proclaimed data geek, I have to say I wasn’t disappointed. Audience research is such an important aspect of any integrated online marketing strategy whether it includes the use of a Facebook tactic or not, you need the kind of information this panel’s topic was about to be successful.

Both Dr. Yeager of Machintas and Nick Berry of Data Genetics provided fabulous insight into the understanding the audiences that exist in social networks such as Facebook.  What’s even more fascinating is that you can use the social network analysis data to finely hone both Facebook ad campaigns and Facebook “organic” engagement efforts.

Understanding FISNA (Framework for Intelligent Social Network Analysis)

FISNA (Framework For Intelligent Social Network Analysis)

FISNA (Framework For Intelligent Social Network Analysis)

Dr. Yeager spoke to the fact that the problem we face right now is that the machines (servers/computers) that hold the data in the databases speak a different language than us.  The language they speak is mathematical, where we as humans look at things in a very linguistical nature.  Merging the two together to be able to make better sense of the data the networks are holding is key.  Dr. Yeager referred to this bridge is FISNA (Framework for Intelligent Social Network Analysis). Read the rest of this entry »

SES NEW YORK 2011 #SESNY – Keynote with Duncan Watts

Written March 23rd, 2011 by

Search Engine Strategies, New York. For months, I’ve been hearing about how much SES New York is the ONE to go to. Starting from the moment we got there, it’s been a mile a minute and has not disappointed. For those of you who were at or read about SES London’s Keynote with Jeff Hayzlett, this one started out the same way, with Global VP of Content Mike Grehan, pacing back and forth behind the stage appearing to talk with himself.

After a quick housekeeping update letting us know the location of fire exits, the Expo Hall and giving us the WiFi designation and password, he jumped into his spiel. For those of you who know Mike, he has been delivering the welcome introduction at every SES Conference for a while now and the routine stays the same, so I won’t recap it again here. One part I did not mention last time was that he stops and asks everyone to look under their seats for a yellow post it note and the person who has the note is supposed to stand up and say why their page deserves to be #1 in Google. I didn’t get to see it in London because I was too busy looking under my chair, but the look of horror on some of the faces of people who didn’t know what’s coming next was priceless. He pauses for a few minutes before saying, “I’m only joking folks. No one has it, but the looks on your faces are priceless.” He told me in London that it never gets old and now I know why.

Next, he introduced the speaker Duncan Watts, Principle Research Scientist at Yahoo. Being a history buff myself I am always fascinated when I learn that the principles we are using today were not just invented. Rather, they came into being years ago, before there was even an Internet. 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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SES London – Day 2

Written February 26th, 2011 by

After my first day at SES London I was, at least I thought anyways better prepared for day two. I had no idea what I was thinking. My first indicator was the row of computers in the largest of the session rooms. Here, bloggers sat with their laptops and their fingers danced and pounded the keys in a manner and speed I was not used to seeing. Don’t get me wrong, I am a fairly decent typist, but these guys and gals are something else and I have to tip my hat to them. Pushing that thought out of my mind, off I went to attend to my next day of sessions.

My first session of the day was Successful Information Architecture with Moderator: Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA and Speakers: Alan Perkins, Head of Search Marketing, SilverDisc Limited and Richard Baxter, Founder and Director, SEOGadget.

This session was an in depth look at how best to build your website so that search engine crawlers and spiders can easily grab the information and make it easy to search for.

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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.

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