Archive for the ‘Top Rank Blog’ Category
The Business Value of Social Media & SES Hong Kong
Next week I’ll get to experience two firsts: A visit to Hong Kong for the first time and speaking at an all new Search Engine Strategies conference for Asia. SES Hong Kong includes a great mix of expertise and leadership on all things search and social media. The opening keynote on day 1 features Avinash Kaushik, Author, Blogger, Analytics Evangelist at Google and day 2 will feature Tianfang Feng, Chief Consultant, Search Engine Marketing at Baidu.
Hong Kong at night – Photo credit: Steve Webel
For my part, I’ll be participating on a panel, “The Business Value of Social Media” with: Scott McBride, Regional Business Director, 360 Digital Influence Asia Pacific, Ogilvy & Mather Asia Pacific and Eden Lau, Co-Founder & Managing Director of North Asia, Brandtology.
Our session is to discuss the answers to some pretty important social media questions that companies are asking world-wide: How do you listen to what is being said about your products or services? How do you unlock the economic potential of social media? How do you measure ROI?
While my copanelists will be focusing on social media insights for companies operating in the Asia Pacific region, I’ll be covering the answers for regional companies that want to engage the U.S. social media market.
As a new SES conference for Asia, this is an exciting opportunity for all, especially as our agency, TopRank Marketing engages more international consulting clients operating abroad in English speaking countries or that are looking for expertise to enter U.S. markets using social, SEO and content marketing.
Here’s a preview of my thoughts on the three main questions to be answered in the presentation:
How do you listen to what is being said about your products or services?
Knowing why you’re listening in the first place is essential before embarking on a social media monitoring program.
Understandably, many companies “don’t know what they don’t know” so it’s important to begin a structured and managed listening effort as soon as possible. Refinements can be made in keyword tracking and reports according to data that is collected and analyzed. IBM realized millions of dollars worth of sales leads from its listening efforts.
Free tools range from Google Alerts and socialmention.com to very low cost and useful such as Trackur.com. There are also premium monitoring tools for corporations that need more comprehensive monitoring such as that offered by Radian6, Alterian SM2 or Vocus. (PRWeb, owned by Vocus is a TopRank Marketing client)
A social media monitoring strategy will provide pre-campaign social insights as well as ongoing reporting and analysis as social content is created and networks are developed.
How do you unlock the economic potential of social media?
There’s what you “could do” and what you “should do” when answering this question. Listening, research and participation should reveal the channels, media types and preferences for content and topics of most importance to your customers. Many companies rush into the social web with specific revenue growth goals in mind. Without understanding the community, many of those efforts fall flat.
In Hong Kong for example, comScore reports that 9 out of 10 netizens watch online video with 447 million videos watched during March 2010. Within the Hong Kong video marketplace, Google sites (mostly YouTube) has a little over 52% share followed by Tudou and Youku which are each at 3.6%. Facebook has just under 3%. That insight in concert with conversation and media tracking via social media monitoring may reveal that videos and video sharing/social networking sites are an ideal channel to engage your customers.
Unlocking the economic potential follows by leveraging video content to reach and engage customers, communicate the value of your products and services and stimulate discussion amongst the community you’re building. That’s exactly what PiperSport did with their video centric campaign that also involved Facebook and Twitter, resulting in the sale of several PiPerSport aircraft (which start at $140k each).
Another example is Minneapolis based Best Buy, and their “Twelpforce”, which is made up of 2,500 volunteer social-media savvy store associates that leverage Twitter to answer questions on topics ranging from how to hook up a new TV to making gift suggestions. The real-time nature of Twitter allows Best Buy to engage with many more customers in a short amount of time using a platform that costs them virtually nothing.
How do you measure ROI?
Let’s pick a measurement KPI, shall we? CPC, CPL, CTR, CPM, PPC, PPL, PPS, ROAS, ROI, UV, PV and the list goes on. For a great perspective on social media ROI, you must check out this now classic presentation from Olivier Blanchard.
My favorite response to the social media ROI question is another question: How do you measure the ROI of having a phone system in your office? Or an internet connection? These are communications platforms that are capable of achieving a number of goals according to how you use them. The same is true with the social web.
In a previous post, I shared a basic format for social media SEO strategy that any business could implement. You can’t measure anything if you’re not creating, sharing and engaging, so it’s important to get started with Listening > Content Creation > Promotion > Measurement.
In the course of implementing those 4 tactics, which are cyclical, there will be opportunities to influence and achieve business outcomes ranging from increasing word of mouth referrals, to unsolicited media coverage to an increase in web site visits and sales to attracting more candidates to hire or solving customer service issues more quickly.
Measuring ROI of any communications effort is in accordance with goals and the success of intended outcomes (like referrals, mentions or sales) as well as opportunistic outcomes that are revealed in the course of social web participation (Ex: promoting a discount or special offer for something a competitor is getting negative flack for on the social web).
I think the essential answer to the social media ROI question is to focus both on the performance of reaching intended outcomes as well as being agile enough to take advantage of opportunities that reveal themselves. Direct opportunities are possible, such as Dell Outlet generating millions in sales on Twitter or BlendTec boosting sales 5x through their now famous “Will it Blend” Videos on YouTube.
Companies that get hung up on treating social media and the social web as a direct marketing channel without community insight and participation will create a new key performance indicator acronym: ROF return on frustration.
In a little over 24 hours I have a very, very long flight ahead of me and Monday’s post will come from ORM expert, Andy Beal. I hope to liveblog some of the sessions from SES Hong Kong and get a few video interviews as well. If you have tips on visiting Hong Kong (I have 2 days open) please share in the coments.
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© Online Marketing Blog, 2010. |
The Business Value of Social Media & SES Hong Kong | http://www.toprankblog.com
10 Resources on Google Instant & What it Means for Search Marketing
Yesterday Google implemented their new search experience, Google Instant and the SEO and Tech blogs lit up like a Christmas tree. It’s nice to see something get these folks excited for a change. While the notion of instant search isn’t new, Yahoo had it in 2005, Google commands the vast majority of search engine market share so such a major, public change to the Google interface warrants attention.
Essentially, in Google’s quest to improve user experience and increase speed, they’ve already lowered the time it takes to return results on a query. The actual act of searching and refinement of queries by users is what takes time, so Google Instant is designed to shorten the time it takes for users to find what they’re looking for by showing search results as you type. If you’re logged in to Google, those results are personalized as they have since personalization was implemented.
Personalization has meant that different users searching on the same phrase can see different search results. That change affects the kind of SEO that focuses on specific queries and “ranking” over matching customer-centric keywords with useful content. Good optimization for search has everything to do with holistically viewing the SEO opportunities of any content that can be searched on (digital asset optimization) and presented to searchers. SEO has evolved as marketing designed to engage customers and help make it easier for the search engines to do their job and for customers to buy what it is they’re looking for. Good SEO drives revenue and business growth and is so far beyond the notion of “rankings” that people who say SEO is “irrelevant”, sound a lot like those that say the “world is flat”.
As with any big change there are the FUD (Fear Uncertainty Doubt) perpetrators when Google announces something new: (Google Instant could lead to blackhat SEO problems and Google Instant Makes SEO Irrelevant). But there are also clever, interesting and smart insights coming out of the search community. Here are 10 posts that cover all aspects of Google Instant ranging from what it is, to how to get the most out of it as a user, what the impact is on SEO and PPC and suggestions on how to leverage Google Instant as a marketer.
Matt Cutts – Thoughts on Google Instant - Q: Does Google Instant kill search engine optimization (SEO)? A: No! Q Will Google Instant change search engine optimization? A: I think over time it might. The ability to explore the query space and find out new things will inevitably lead to changes for SEO.
Nine by Blue (Vanessa Fox) – SEO is Dead and/or Irrelevant With Google Instant? – I’ve always advised looking at audience needs and building a site that addresses them holistically rather than fixating on ranking for a single keyword phrase. And that strategy continues to be a sound one in light of Google Instant.
Search Engine Land – Google Instant: The Complete User’s Guide - Does Google Instant “Kill SEO” or Impact Rankings? In my opinion (Matt McGee): no chance. As long as humans use search engines (like Google) to look for information online, that content will need to be optimized. A well-rounded approach to content development and optimization should actually benefit from Google Instant.
SEO Book – How Google Instant Changes the SEO Landscape - Google instant only increases the value of a well thought out SEO strategy. Why? Well… it consolidates search volume into a smaller basket of keywords. It further promotes the localization of results. It makes it easier to change between queries, so its easier to type one more letter than scroll down the page.
Google Webmaster Central – Google Instant: Impact on Search Queries – “With Google Instant, you may notice an increase in impressions because your site will appear in search results as users type.”
Fast Company – Why Google Instant Is Good for Microsoft – How could Bing ever set itself apart with Google’s reactionary mindset? The answer now is to simply stay where they are — remaining, in effect, as Google Classic.
AdAge – Google Instant Changes Game for Brands – At first blush, the real-time results appear to give more prominence to the web’s biggest brands. Google execs were quick to note that natural search results, and techniques companies use to land higher in Google search results, won’t change. But Johanna Wright, director of product management for Google Instant, said one difference is that they will direct users to “page two” results faster. “As you continue typing and narrowing your search, the instantly changing and refreshing results below the search box will be giving you more relevant results,” she said. “So if you previously looked on the second page, now those same results come to the top of the pile for you.”
Google AdWords Help – What is Google Instant? - Although Google Instant won’t change the way ads are served, ads and search results will now be shown for a new “predicted query.” Google Instant might increase or decrease your overall impression levels.
Search Engine Watch - Google Instant – 10 Things Marketing Teams Need to Know – Google Instant is of equivalent significance to marketers as the Universal Search update, which previously amalgamated their video, news, blogs, maps and image search properties into one search engine results page (SERPs). As was the case then, lost real estate for organic search results presented new opportunities for the savvy marketer. The same is likely to be true now.
FeedBlitz - SEO: Three Things you must do NOW with Google Instant - Disable Search Personalization, Search for your company / product / service and for pages you don’t control, make a comment that links back to your site, Repeat for competing companies, terms and products. Start a quick-hit SEO project and Tune your site for these terms.
It remains to be seen how much of an impact the preference towards brands and the change in impressions will have on marketers ability to leverage Google Insight in new ways. Some marketers have already published tips on how to track Google Instant using Google Analytics, which will assist in developing insights on what has impact and will be instrumental in learning what to refine.
What do you think of Google Instant? As a user? As a marketer?
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© Online Marketing Blog, 2010. |
10 Resources on Google Instant & What it Means for Search Marketing | http://www.toprankblog.com
7 Social Media Lessons from Mr. Miyagi in the Karate Kid
Note from Lee: This guest post comes to us from Frank Strong, the director of Public Relations at Vocus & PRWeb, a client of TopRank Online Marketing.
When The Karate Kid was released in 1984, social media had yet to be conceived. Even so, we can still learn a great deal from the way a character like Mr. Miyagi simplified what might otherwise be considered complex challenges. He was a master, a student, a mentor and a friend – all characteristics that might have made Miyagi successful in social media. To that end, I offer seven Miyagi insights we can apply to social media:
1. Walk left side, safe. Walk right side, safe. Walk middle…
…sooner or later get squish like grape. Miyagi’s philosophy was one of commitment – if Daniel was to learn karate, he had to commit to doing it right. Social media should be undertaken in the same way – commit. If you want to be effective in social media then don’t consider it a part-time job or an additional duty.
2. Wax on. Wax off.
Miyagi taught Daniel through hard work and repetition. Though it appeared to Daniel he was being used as cheap labor – waxing Miyagi’s old cars – he actually was learning basic karate blocking techniques. Social media is similar in that the best way to improve is through practice and hard work. Sure – you can read about social media best practices – but there’s no substitute for experience.
3. Don’t forget to breathe
“Breathe in through nose, out the mouth. Wax on, wax off. Don’t forget to breathe, very important.” Sixty-five percent of marketing executives find keeping up with social media trends “at least somewhat challenging.” Social media is relentless; it never sleeps. Todd Defren recommends setting “a reasonable pace.” Miyagi might have called this breathing.
4. Balance is key
Daniel wanted to learn how to punch, but when he asked Miyagi about it, his teacher responded, “Better learn balance. Balance is key. Balance good, karate good. Everything good. Balance bad, better pack up, go home. Understand?” It may be tempting to sign up for every new social media service that comes along – and there’s certainly no harm in experimenting on the side. However, focusing on a few social media sites you know are frequented by your stakeholders may well be a better approach. “First learn stand, then learn fly. Nature rule, Daniel-san, not mine.”
5. Now use head for something other than target
It’s a social norm: social media tends to reject commercialization. If the only thing you Tweet, bookmark, or post is your own content, you might wind up doing more harm than good. It’s better to engage in the conversation, earn the trust of your community and offer content for the purpose of value rather than sales. It may seem counterintuitive, but people buy things from people and organizations they trust. They’ll check you out in due time: trust the process.
6. Don’t know. First time.
After asking politely to have them removed, Miyagi used a karate chop to take the tops off a row of bottles a nefarious rabble rouser had placed on his truck. In wonderment, Daniel asked how he did it. “Don’t know. First time,” Miyagi responded. There’s a first time for everything, even for the experts. Perhaps Brian Solis said it best when he noted we are “forever students of new media.”
7. JCPenney $3.98
Miyagi was too humble to have cared how many followers he might have had on Twitter. He would have cared more about perfecting his technique. Instead of studying karate to build his reputation, he practiced karate for karate’s sake and his reputation took care of itself. Perhaps Miyagi’s philosophy here too is applicable: when Daniel asked Miyagi what belt he held (as in black belt), the master responded, “Canvas. JCPenney $3.98. You like?”
If Miyagi had an eighth point it would be this: “Banzai!” In other words, have fun!
You can find Frank on Twitter at @Vocus and @PRWeb.
If you’re planning on scheduling or sending out a news release or a social media news release this week, here’s a nice surprise for you: Get 25% off PRWeb’s Advanced or Premium services: visit this special offer page. The offer is good until Friday, Sept. 10th.
After I asked Frank if he would be open to doing a guest post, I thought it might be of interest to our readers if PRWeb offered a discount on their news release distribution services, since they’re so popular amongst search marketers and PR professionals that read this blog. I checked with Frank and he was able to make it happen on pretty short notice. Thank you Frank!
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© Online Marketing Blog, 2010. |
7 Social Media Lessons from Mr. Miyagi in the Karate Kid | http://www.toprankblog.com
Interview: Mel Carson of Microsoft Advertising on Social Media
Spotlight on Search Interview: Mel Carson of Microsoft Advertising on How Microsoft Does Social Media and the Yahoo Bing Search Alliance
If you attend Search Marketing industry conferences, you’ve no doubt run into the ever optimistic and charming Mel Carson from Microsoft. When I was last in London, Mel connected me with an excellent Fish n Chips that the pubs around Trafalgar Square couldn’t get close to. Mel is active as an advocate of Microsoft Advertising , especially via social media channels and at conferences to the Webmaster and search marketing community. His work is global and very interesting. With the Bing and Yahoo convergence, I thought it was time we did an interview – and he agreed.
Mel has accomplished amazing things with Microsoft’s use of social media and other large companies could learn a lot from this interview where he talks about Microsoft’s use of social media and what impact the Yahoo Bing Search Alliance will have on search and search advertising.
Welcome Mel, it’s exciting times as usual in the search engine world. Please tell us, what has changed about your job at Microsoft since you were last here?
My role at Microsoft Advertising evolved about 18 months ago as a result of the work our team had been doing in social media for adCenter. We had been building up an engaged audience on the adCenter Blog and forums for 3 years and started the adCenter Twitter account and Facebook page. Our engagement with our customers was such a success, it made sense for someone to start using social to tell marketers about all our other digital assets. So I started the Microsoft Advertising Blog which brings our readers news and insight in what we’re up to in display, mobile, games advertising and research.
I also head up our events calendar. Last year we covered nearly 40 digital conferences all over the world, and it’s my job to ensure we have people trained to blog and tweet from @MSAdvertising at those events and really bring them alive.
Sometimes we go the full monty and come armed with a film crew and interview folks. Perhaps my highlight was Twitter founder Biz Stone at Cannes 2009 , but this year was awesome as we got backstage access to the TED@Cannes conference we’d partnered with them and the Starcom Mediavest Group on.
We featured Microsoft Advertising in a post about B2B Social Media Winners, earlier this year and I’m wondering if you can share how your group developed their approach to the social web?
In February this year we published a white paper (pdf) which outlined our story and approach. We’ve been listening to our customers since the start of 2006, way before Twitter and Facebook hit the mainstream. We got involved because it made perfect sense to use the web to communicate in a two-way dialogue with adCenter customers who were expecting best practices, tips, tricks and news to be at their fingertips.
We started slowly with a blog and forum, and built the strategy through common sense and by reacting swiftly to the needs of our advertisers. Social media isn’t the proverbial “rocket science”. It’s an awesome extension of traditional marketing and research methods which enable you to glean feedback in real-time, and help people in ways that never existed before.
What guides your social media strategy and participation?
Microsoft Advertising is an intensely customer-centric organization. It’s our advertisers, and potential advertisers, that guide us through where they go for news and information and what they tell us they need in order to be better marketers.
By investing in a team to monitor and engage with our paying customers, we hope we’re demonstrating that we’re open to feedback, want to build the best products and services we can, and are excited to provide insight through research and case studies that resonate with marketers all around the world.
What are your social media goals and how do you measure them? Or is it more accurate to say, what are your business goals that involve social media and how do you measure them?
Bit of both really. We look at growth as an indicator. Be it number of followers or fans, visitors to the site, number of answers to forum questions by other forum members, links from other blogs and news sites. The more reach we have, the more people we can tell our story to and let folks know we’re here and willing to help.
The other big ROI metric is how far we help lower support costs. It’s not cheap to have a call center, so if we can answer questions online through a carefully crafted blog post or tweeted link to the best information, we’re not incurring costs and we’re reaching more people with that information. A happy and informed advertiser is likely to spend more, so the two together increase the bottom line.
Return on In-action is another. What would people think if we weren’t operating in the social space? What would be the business implications of not having an early warning system in place?
How do you structure and manage listening and engagement?
We cover about 16 hours a day as I’m based in London and we have a team in Seattle. I’ll look after things from 9am GMT until about 6pm when it’s 10am PST and the US team takes over. We have various alerts set up on Twitter clients and monitoring tools and pretty much know within minutes if we have a problem or someone needs help.
We have rules of engagement which are pretty straightforward. We ask for actionable insight if an advertiser has an issue and have escalation paths internally to get things fixed.
Again, it’s common sense. You need a plan, you need outcomes and you need a team that can be flexible and personable.
A virtual smile goes a long way in this industry!
What listening or social media management tools do you recommend?
We recommend using lots. We trial, test and use a number of platforms, widgets and gizmos that all do different things with varying degrees of accuracy and success. The important thing is to find tools that are enablers and build a picture from the data they expose.
What challenges have you had gaining buy-in to social media projects and how did you overcome them?
To be honest, we’ve not had too much difficulty getting buy-in because we’ve always kept a step ahead by demonstrating the value of what we’re doing. I think many businesses dive into social media marketing with no plan around measurements of success.
Because we set out with the commitment to measure everything and tell compelling stories as we went, the business knows and relies on our data and successes now to be successful in itself.
Microsoft was called out recently as being one of the most, if not THE most social brands out there. We get it and will continue to invest because it works well for us.
What is one great example of a social media success that like to share the most? It can be Microsoft or anyone else.
My favorite story that I’ve used in countless presentations is about how my old headmaster, who is a Benedictine monk, called me up many years ago to advise him on a search campaign to promote his website through which he wanted to recruit monks.
We set it up and 3 years later he actually did sign up one chap who found his site while searching for inspiration on the web. You can read the full story here.
Just goes to show how search and social are intertwined.
A story more close to home is obviously the Windows 7 Launch where Marty Collins and her team managed to garner 221 million impression of earned media running up to and post launch of the biggest selling piece of software ever. Check out the case study here.
If you were to give advice to a friend starting a small business on how they should get involved with social media, what would that checklist look like? What would the essentials be?
Figure out some goals and work back. Don’t think “social media” as in the tools. Think “social media marketing” as in the discipline. Research your market, find out who’s using what platform and build your value exchange around it. Make sure there are social elements in all your marketing endeavors. Have everything built for discovery and sharing. Measure as much as you can and use the data to inform decisions in other part of the business.
Oh….and don’t ever stop. Getting off the social train is not an option now it’s gathered so much pace under so much steam.
Enough of this social media, let’s talk about Microsoft and Yahoo. I know there’s the Search Alliance website and this clever little video, but can you sum up a few things for our readers who might not read Search Marketing publications? Without any corporatePRspeak, what does the integration of Microsoft and Yahoo search mean to marketers?
It’s all on the www.searchalliance.com website. More volume with less effort. Now you’re optimizing for two marketplaces instead of three so you should see a return on time investment. More volume means we can make quicker decisions on which innovations will work best for marketers in the future.
What will it mean to consumers?
Having scale will mean speedier innovating of search results, which means those decisions consumers are looking to make get made quicker. More satisfied customers means a more loyal fan base, and as a result, we could increase share making our advertisers happy too!
What innovations in search technology (from a user perspective) are you excited about?
Bing Maps without a doubt – check out this Ted Talk with Blaise on some of the incredible innovation going on in his team.
How important is social media to the future of traditional search?
What’s traditional search these days? Ten blue links? It’s all moving so quickly but there’s no doubt that social media marketing is having an effect on search results. When you have algos associated with consumers liking content – YouTube, Facebook and others – when they’re added into the traditional mix, it makes for interesting times with optimization.
If you just take a look at what Bing has released lately in terms of social it’s obvious we feel it’ll be an integral part of how we all interact and make decisions going forward.
How do you stay current with search and social media and all the marketing, technology and communication channels that follow?
I subscribe to loads of newsletters, watch my Twitter feed and travel to many conferences around the world. We have a great ecosystem of learning and notifying here at Microsoft as well, so I pick up a lot of knowledge here internally.
Thanks Mel!
Post Script: Both Mel and I will be speaking at a new Search Engine Strategies conference being held in Hong Kong next week. Mel will be on a keynote panel, “Keynote Panel: Increasing ROI through B2B Lead Generation” and I will be on a panel about “The Business Value of Social Media”. Here’s a video on this new event from Matt McGowan and Mike Grehan of Incisive Media.
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© Online Marketing Blog, 2010. |
Interview: Mel Carson of Microsoft Advertising on Social Media | http://www.toprankblog.com
Interview: Mel Carson of Microsoft Advertising
Spotlight on Search Interview: Mel Carson Microsoft Advertising
If you attend Search Marketing industry conferences, you’ve no doubt run into the ever optimistic and charming Mel Carson from Microsoft. When I was last in London, Mel connected me with an excellent Fish n Chips that the pubs around Trafalgar Square couldn’t get close to. Mel is active as an advocate of Microsoft Advertising , especially via social media channels and at conferences to the Webmaster and search marketing community. His work is global and very interesting. With the Bing and Yahoo convergence, I thought it was time we did an interview – and he agreed.
Mel has accomplished amazing things with Microsoft’s use of social media and other large companies could learn a lot from this interview where he talks about Microsoft’s use of social media and what impact the Yahoo Bing Search Alliance will have on search and search advertising.
Welcome Mel, it’s exciting times as usual in the search engine world. Please tell us, what has changed about your job at Microsoft since you were last here?
My role at Microsoft Advertising evolved about 18 months ago as a result of the work our team had been doing in social media for adCenter. We had been building up an engaged audience on the adCenter Blog and forums for 3 years and started the adCenter Twitter account and Facebook page. Our engagement with our customers was such a success, it made sense for someone to start using social to tell marketers about all our other digital assets. So I started the Microsoft Advertising Blog which brings our readers news and insight in what we’re up to in display, mobile, games advertising and research.
I also head up our events calendar. Last year we covered nearly 40 digital conferences all over the world, and it’s my job to ensure we have people trained to blog and tweet from @MSAdvertising at those events and really bring them alive.
Sometimes we go the full monty and come armed with a film crew and interview folks. Perhaps my highlight was Twitter founder Biz Stone at Cannes 2009 , but this year was awesome as we got backstage access to the TED@Cannes conference we’d partnered with them and the Starcom Mediavest Group on.
We featured Microsoft Advertising in a post about B2B Social Media Winners, earlier this year and I’m wondering if you can share how your group developed their approach to the social web?
In February this year we published a white paper (pdf) which outlined our story and approach. We’ve been listening to our customers since the start of 2006, way before Twitter and Facebook hit the mainstream. We got involved because it made perfect sense to use the web to communicate in a two-way dialogue with adCenter customers who were expecting best practices, tips, tricks and news to be at their fingertips.
We started slowly with a blog and forum, and built the strategy through common sense and by reacting swiftly to the needs of our advertisers. Social media isn’t the proverbial “rocket science”. It’s an awesome extension of traditional marketing and research methods which enable you to glean feedback in real-time, and help people in ways that never existed before.
What guides your social media strategy and participation?
Microsoft Advertising is an intensely customer-centric organization. It’s our advertisers, and potential advertisers, that guide us through where they go for news and information and what they tell us they need in order to be better marketers.
By investing in a team to monitor and engage with our paying customers, we hope we’re demonstrating that we’re open to feedback, want to build the best products and services we can, and are excited to provide insight through research and case studies that resonate with marketers all around the world.
What are your social media goals and how do you measure them? Or is it more accurate to say, what are your business goals that involve social media and how do you measure them?
Bit of both really. We look at growth as an indicator. Be it number of followers or fans, visitors to the site, number of answers to forum questions by other forum members, links from other blogs and news sites. The more reach we have, the more people we can tell our story to and let folks know we’re here and willing to help.
The other big ROI metric is how far we help lower support costs. It’s not cheap to have a call center, so if we can answer questions online through a carefully crafted blog post or tweeted link to the best information, we’re not incurring costs and we’re reaching more people with that information. A happy and informed advertiser is likely to spend more, so the two together increase the bottom line.
Return on In-action is another. What would people think if we weren’t operating in the social space? What would be the business implications of not having an early warning system in place?
How do you structure and manage listening and engagement?
We cover about 16 hours a day as I’m based in London and we have a team in Seattle. I’ll look after things from 9am GMT until about 6pm when it’s 10am PST and the US team takes over. We have various alerts set up on Twitter clients and monitoring tools and pretty much know within minutes if we have a problem or someone needs help.
We have rules of engagement which are pretty straightforward. We ask for actionable insight if an advertiser has an issue and have escalation paths internally to get things fixed.
Again, it’s common sense. You need a plan, you need outcomes and you need a team that can be flexible and personable.
A virtual smile goes a long way in this industry!
What listening or social media management tools do you recommend?
We recommend using lots. We trial, test and use a number of platforms, widgets and gizmos that all do different things with varying degrees of accuracy and success. The important thing is to find tools that are enablers and build a picture from the data they expose.
What challenges have you had gaining buy-in to social media projects and how did you overcome them?
To be honest, we’ve not had too much difficulty getting buy-in because we’ve always kept a step ahead by demonstrating the value of what we’re doing. I think many businesses dive into social media marketing with no plan around measurements of success.
Because we set out with the commitment to measure everything and tell compelling stories as we went, the business knows and relies on our data and successes now to be successful in itself.
Microsoft was called out recently as being one of the most, if not THE most social brands out there. We get it and will continue to invest because it works well for us.
What is one great example of a social media success that like to share the most? It can be Microsoft or anyone else.
My favorite story that I’ve used in countless presentations is about how my old headmaster, who is a Benedictine monk, called me up many years ago to advise him on a search campaign to promote his website through which he wanted to recruit monks.
We set it up and 3 years later he actually did sign up one chap who found his site while searching for inspiration on the web. You can read the full story here.
Just goes to show how search and social are intertwined.
A story more close to home is obviously the Windows 7 Launch where Marty Collins and her team managed to garner 221 million impression of earned media running up to and post launch of the biggest selling piece of software ever. Check out the case study here.
If you were to give advice to a friend starting a small business on how they should get involved with social media, what would that checklist look like? What would the essentials be?
Figure out some goals and work back. Don’t think “social media” as in the tools. Think “social media marketing” as in the discipline. Research your market, find out who’s using what platform and build your value exchange around it. Make sure there are social elements in all your marketing endeavors. Have everything built for discovery and sharing. Measure as much as you can and use the data to inform decisions in other part of the business.
Oh….and don’t ever stop. Getting off the social train is not an option now it’s gathered so much pace under so much steam.
Enough of this social media, let’s talk about Microsoft and Yahoo. I know there’s the Search Alliance website and this clever little video, but can you sum up a few things for our readers who might not read Search Marketing publications? Without any corporatePRspeak, what does the integration of Microsoft and Yahoo search mean to marketers?
It’s all on the www.searchalliance.com website. More volume with less effort. Now you’re optimizing for two marketplaces instead of three so you should see a return on time investment. More volume means we can make quicker decisions on which innovations will work best for marketers in the future.
What will it mean to consumers?
Having scale will mean speedier innovating of search results, which means those decisions consumers are looking to make get made quicker. More satisfied customers means a more loyal fan base, and as a result, we could increase share making our advertisers happy too!
What innovations in search technology (from a user perspective) are you excited about?
Bing Maps without a doubt – check out this Ted Talk with Blaise on some of the incredible innovation going on in his team.
How important is social media to the future of traditional search?
What’s traditional search these days? Ten blue links? It’s all moving so quickly but there’s no doubt that social media marketing is having an effect on search results. When you have algos associated with consumers liking content – YouTube, Facebook and others – when they’re added into the traditional mix, it makes for interesting times with optimization.
If you just take a look at what Bing has released lately in terms of social it’s obvious we feel it’ll be an integral part of how we all interact and make decisions going forward.
How do you stay current with search and social media and all the marketing, technology and communication channels that follow?
I subscribe to loads of newsletters, watch my Twitter feed and travel to many conferences around the world. We have a great ecosystem of learning and notifying here at Microsoft as well, so I pick up a lot of knowledge here internally.
Thanks Mel!
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© Online Marketing Blog, 2010. |
Interview: Mel Carson of Microsoft Advertising | http://www.toprankblog.com
Win a Free Pass to MN Blogger Conference
TopRank Online Marketing is proud to be a founding sponsor of the first Minnesota Blogger Conference. Tickets for this event “sold out” within a few hours and there are over 100 people on the waiting list. Thanks to conference founders Melissa Berggren, Arik Hanson, Suzi Magill and Katie Schutrop, it’s already one hot event.
The date is Saturday, Sept 11 (the day I fly to Hong Kong) and the location is at CoCo MSP in Saint Paul. Topics to be presented range from “how to blog” to “how to get your blog published as a book” to “how to make money with a blog” to “blog analytics” to a “business blogging panel” that will include Adam Singer from TopRank Marketing.
If you’d like to attend this networking rich and information packed event, you can’t. It’s sold out!
However, what you can do is win a free pass from TopRank’s Online Marketing Blog.
All you have to do is:
- Write a blog post explaining the most important thing you’ve learned from blogging yourself
- Or if you don’t blog yet, write a comment below on one thing you’d like to learn
- Also, why you should get to attend the MN Blogger Conference (instead of the other 100 people on the waiting list)
- Use the MN Blogger Conference logo above in your post and also include a link to the page you’re reading right now: http://tprk.us/mnblog
All blog post entries must be published and we must be notified (mnblog at toprank dot org) by Friday 9/3 at noon Central. Once received, all posts will be linked to from the bottom of this page and the TopRank Online Marketing staff will read the entries and decide the winner. THE WINNER of a free pass to the sold-out MN Blogger Conference will be announced at 5pm on Friday.
So what are you waiting for? Get started now on a compelling, creative and persuasive blog post that explains why you should be the winner of a very rare MN Blogger Conference pass.
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TopRank® Online Marketing Newsletter.
© Online Marketing Blog, 2010. |
Win a Free Pass to MN Blogger Conference | http://www.toprankblog.com
Everything I Know About Marketing I Learned from Google
Aaron Goldman is an accomplished digital marketer that I know through MediaPost’s Search Insider Summit conference. He reached out to me while writing his new book, “Everything I Know About Marketing I Learned from Google”, and asked if I’d like to contribute. Such a request is a great honor to me but unfortunately, I never did end up sending anything to Aaron even though he was incredibly patient and went out of his way to make it easy.
I know what you’re thinking: Smart AND nice guy? Yes indeed, that’s Aaron and now he’s on a blog tour to promote his new book, graciously stopping by Online Marketing Blog with a video recognizing how TopRank Online Marketing “Acts Like Content” (Chapter 7) as well as offering insights from the book on the value of content for marketing. Overall, the book offers 20 lessons “straight from Google’s playbook” that I think you’ll get a lot of value from. Check out the video:
Aaron also talks about a blog post by TopRank’s Adam Singer, 10 Keys to Content Marketing, that offers specific tips and guidelines on how marketers can make their brands memorable. He finishes up with a freestyle rap that you’ve got to hear. Well done Aaron and thanks for the TopRank Marketing love.
Be sure to check out the Googley Lessons site and blog tour page to see where Aaron is going to show up next. You can check out his book at Amazon and anywhere else great marketing books are sold.
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TopRank® Online Marketing Newsletter.
© Online Marketing Blog, 2010. |
Everything I Know About Marketing I Learned from Google | http://www.toprankblog.com
The Real Cost of Buying Links for SEO: $4 Million
I was reading a copy of the Inc. 500 issue on my flight back from Dallas this weekend and came across an article about a seasonal online retailer that was “penalized” right before the Holidays for paid links. He estimated the revenue loss due to plummeting organic search visibility at $4 million in sales. Now he’s “thanking” Google for the spanking because he’s mended his ways and is reborn as a social media enthusiast.
I’m not sure I buy the “social media has turned things around” story exactly, but I do wonder how many companies and consultants roll the dice and take shortcuts and loopholes to get ahead only to find out later it’s worthless? The notion of paid links is an old story (Paid Links Evil? Dec 2005) but many of the tactics used to shortcut results for SEO will always be a fresh topic of discussion.
It turns out the retailer in the Inc. story was doing SEO internally then hired two SEO companies to help out. The story goes on to say that a SEO company was to “reach out to relevant sites and ask them for links. Instead, one of the companies admitted it was paying for links.” That’s worded in a way that makes you think maybe the retailer didn’t know the SEO company was buying links.
We don’t buy links at TopRank Marketing.
We never have. Not ever in 10 years of being in the search marketing business. As far as the retailer in the Inc. article, it’s surprising because buying links isn’t cheap. If a company didn’t know the SEO consultant was buying links, it’s peculiar any way you look at it. Where did the money come from to buy the links? How did the SEO company not report what it was doing? How did the company owner not know what the SEO company was doing?
I polled followers of @leeodden on Twitter whether they or someone they knew knew had ever been penalized for buying links. Almost all of them said yes. When I’ve mentioned that we never buy links to other search marketers, the disbelief was like I told them I didn’t need to breathe air.
The point of relating this story to you isn’t so much about the risks and rewards of paid links, defining exactly what “paid means” (what about a 3 way barter?) or even judging those that sell and buy links. The point is that the online retailer in the story says social media tactics were largely ignored and now they’re committed to blogging, Tweeting and being active on Facebook. He claims all is now well in their SEO world. “We’re back on top.”
The point: Why didn’t the online retailer commit to a better online marketing strategy in the first place?
It’s been promoted for years that paid links can carry consequences. People like Google’s Anti-Spam Czar Matt Cutts make their perspective clear and make it easy to report paid links. Right or wrong, it’s the way search engines want to play. Obviously, paid links with the right anchor text from very authoritative and relevant websites have a positive impact, or SEOs and website owners wouldn’t participate. It’s important to note that Google doesn’t have a problem with paid links per se, but with paid links that pass PageRank.
The question I have for companies that rely too much on shortcuts and loopholes is, “Why not suspend the “free money now” attitude and invest in a smart and competitive online marketing program that can get results AND stand the test of scrutiny?” Won’t a customer focused marketing effort that provides optimized and linkable content to a growing social network earn more links, more traffic and more revenue anyway?
I don’t think there’s much reason to put your brand and revenue at risk if you have a long term view of how the search and social web works. The investment in understanding and engaging customers plus the staff, software and time to implement content, analyze performance data and ongoing content marketing is well worth the cost and there’s virtually no risk.
“Don’t bring a sword to a gun fight”
Years ago at a search conference discussion about black hat and white hat tactics, Tim Mayer, ex head of Search at Yahoo! made the comment “”If you’re being entirely organic and going after ‘Viagra,’ it’s like taking a sword to a gunfight. You just aren’t going to rank” when discussing acceptable tactics in really aggressive industries like “PPC” (pills pron casino).
The temptation and pressures to profitability are great in industries that are flush with heavily optimized and marketed web sites. However, most companies don’t fall in that category and I think smarter and more creative marketing can still win for the vast majority of websites, especially in the long run. We’ve seen it happen with our own clients nearly 10 years.
Why rent when you can own?
The reason I’ve never participated in link purchases or endorsed the practice isn’t as much about Google’s rules on paid links that pass PageRank. It’s because I could never understand why anyone would “buy” something with such risk associated with it when they could “earn it and own it”? With roots in Public Relations, our online marketing agency has been accustomed to earning media placements and often times highly desirable links since we started the business in 2001. It can take more time to see aggressive results, but when you focus on making creative content and doing the hard work of promotion to earn traffic and links, the cost is one of investment vs. the often higher cost of advertising with no equity in what you’ve purchased. Then there’s the cost if the links are devalued by the search engines and subsequent lost revenue. I’d rather build, promote and earn those links that will be in place indefinitely.
Using that strategy, Online Marketing Blog has accumulated a substantial number and quality of links (according to Majestic SEO). The devil is in the details with this sort of thing of course, since it matters very much what the topic, anchor text and PageRank are of the link sources. But suffice it to say, we experience very good results in each of those areas as evidenced by over 21,000 different keyword phrases that sent organic traffic each month and top visibility for important and challenging keyword queries.
What’s your experience with managing risk with SEO tactics? Have you experienced what the online retailer above went through and focused anew on a sustainable and longer term online marketing strategy?
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TopRank® Online Marketing Newsletter.
© Online Marketing Blog, 2010. |
The Real Cost of Buying Links for SEO: $4 Million | http://www.toprankblog.com
The Real Cost of Buying Links for SEO: -$4 Million
I was reading a copy of the Inc 500 issue on my flight back from Dallas this weekend and came across an article about a seasonal online retailer that was “penalized” right before the Holidays for paid links and estimated the loss of organic search visibility at $4 million in sales. Now he’s “thanking” Google for the spanking because he’s mended his ways and is reborn as a social media enthusiast.
I’m not sure I buy the “social media has turned things around” story exactly, but I wonder how many companies and consultants roll the dice and take shortcuts and loopholes to get ahead and then find out it’s worthless? The notion of paid links is an old story (Paid Links Evil? Dec 2005) but the kind of activity to speed up results from SEO will always be a fresh topic.
It turns out the retailer in the Inc. story was doing SEO internally then hired two SEO companies to help out. The story goes on to say that a SEO company was to “reach out to relevant sites and ask them for links. Instead, one of the companies admitted it was paying for links.” That’s worded in a way that makes you think maybe the retailer didn’t know the SEO company was buying links.
We don’t buy links at TopRank Marketing.
We never have. Not ever in 10 years of being in the search marketing business. As far as the retailer in the Inc article it’s surprising because buying links isn’t cheap. If a company didn’t know the SEO consultant was buying links, it’s off any way you look at it. Where did the money come from to buy the links? How did the SEO company not report what it was doing? How did the company owner not know what the SEO company was doing?
I polled followers on Twitter whether they or someone they knew knew had ever been penalized for buying links. Almost all of them said yes. When I’ve mentioned that we never buy links to other search marketers, the disbelief was like I told them I didn’t need to breathe air.
The point of relating this story to you isn’t so much about the risks and rewards of paid links, defining exactly what “paid means” (what about a 3 way barter?) or even judging those that sell and buy links. The point is that the online retailer in the story says social media tactics were largely ignored and now they’re committed to blogging, Tweeting and being active on Facebook and that all is now well in their SEO world. “We’re back on top.”
The point: Why didn’t the online retailer commit to a better online marketing strategy in the first place?
It’s been promoted for years that paid links can carry consequences. People like Google’s Anti-Spam Czar Matt Cutts make their perspective clear and easy to report paid links. Right or wrong, it’s the way search engines want to play. Obviously, paid links with the right anchor text from very authoritative and relevant websites have a positive impact, or SEOs and website owners wouldn’t participate. It’s important to note that Google doesn’t have a problem with paid links per se, but with paid links that pass PageRank.
The question I have for companies that rely too much on shortcuts and loopholes is, “Why not suspend the “free money now” attitude and invest in a smart and competitive online marketing program that can get results AND stand the test of scrutiny?” Won’t a customer focused marketing effort that provides optimized and linkable content to a growing social network earn more links, more traffic and more revenue anyway?
I don’t think there’s much reason to put your brand and revenue at risk if you have a long term view of how the search and social web works. The investment in understanding and engaging customers plus the staff, software and time to implement content, analyze performance data and ongoing content marketing is well worth the cost and there’s virtually no risk.
“Don’t bring an knife to a gun fight”
Years ago at a search conference discussion about black hat and white hat tactics, Tim Mayer, ex head of Search at Yahoo! made that comment when discussing acceptable tactics in really aggressive industries like “PPC” (pills pron casino). The temptation and pressures to profitability are great in industries that are flush with heavily optimized and marketed web sites. However, most companies don’t fall in that category and I think smarter and more creative marketing can still win for the vast majority of websites, especially in the long run. We’ve seen it happen with our own clients nearly 10 years.
The reason I’ve never participated in link purchases or endorsed the practice isn’t as much about Google’s rules on paid links that pass PageRank. It’s because I could never understand why anyone would “buy” something with such risk associated with it when they could “earn it and own it”? With roots in Public Relations, our online marketing agency has been accustomed to earning media placements and often times highly desirable links since we started the business in 2001. It can take more time to see aggressive results, but when you focus on making creative content and doing the hard work of promotion to earn traffic and links, the cost is one of investment vs. the often higher cost of advertising with no equity in what you’ve purchased. Then there’s the cost if the links are devalued by the search engines and subsequent lost revenue. I’d rather build, promote and earn those links that will be in place indefinitely.
Using that strategy, Online Marketing Blog has accumulated a substantial number and quality of links (according to Majestic SEO). The devil is in the details with this sort of thing of course, since it matters very much what the topic, anchor text and PageRank are of the link sources. But suffice it to say, we experience very good results in each of those areas as evidenced by over 21,000 different keyword phrases that sent organic traffic each month and top visibility for important and challenging keyword queries.
Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.
© Online Marketing Blog, 2010. |
The Real Cost of Buying Links for SEO: -$4 Million | http://www.toprankblog.com
Social Media SEO Success with Blogging
Army Golden Knights: SFC Dave Herwig (@gkdave), SGM Steve Young (@gksteve), LTC Joe Martin (gkjoe)
My presentation on how to leverage Social Media SEO to improve the reach and effectiveness of blog content for marketing at OpenCa.mp DFW this weekend ended up being a lot of information in a very short period of time. The use of a video interview I did with Brian Clark as the segue into my presentation ate into some of the 30 minutes I had to present plus I simply had too many slides.
(Thanks to Lt Colonel Joe Martin for the photo taken right after the presentation. His team were literally sponges for information at the event.)
The good news is that there’s Slideshare, so I’ve embeded a copy of that presentation below. Chris Pirillo and Brian Clark gave witty, informative and entertaining presentations on blogging and copywriting for blogs before me, so the stage was set to talk about marketing that blog content.
Marketers familiar with “Push and Pull” can relate to Social Media being the push, where (along with listening & engagement) you syndicate, update and share your content via social channels. The pull is SEO, where you optimize that content with customer centric keywords they can use on search engines to easily find your content ahead of the competition.
My presentation shared a model that I call the Cycle of Social & SEO that starts with creating, optimizing and promoting content along with listening to and growing social networks. As the relevant content gets shared socially and others link to it, the exposure and traffic builds momentum to a point where search traffic and the social community you’ve fostered provides priceless data via social media and web analytics on what content to create and share on a go forward.
Guessing what keywords and what social channels your customers are connected to is the reason why so many companies don’t see an impact from their efforts. Being smart from the start and planning on developing a cycle that continues to provide value and refine effectiveness at meeting customer search and social media needs is a win for all.
Companies in the marketing space like Marketo, PRWeb and our own agency at TopRank Marketing have made strong commitments to content as well as SEO and Social Media with the payoffs coming in the form of competitive search visibility and growing social communities.
We’ve recently been engaged by another well known company in the online marketing space that sees the value in both our strategic marketing & implementation expertise, but more importantly, is making a commitment to content and it’s role in customer acquisition and customer retention through Social Media & Search Optimization.
Check out the presentation below and let me know what you think.
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TopRank® Online Marketing Newsletter.
© Online Marketing Blog, 2010. |
Social Media SEO Success with Blogging | http://www.toprankblog.com