Today let’s start things off with a self-affirmation a-la Stuart Smalley. You are not a number. Like a beautiful, intricate, and fragile snowflake you are as unique online as you are in the real world, and that’s ok… so step back from your Klout Score and take a look at the ways, rather than the amount, you are engaging with your networks online.
In the past few years, Klout has quickly risen to social media stardom as a provider of analytics measuring a user's influence across social networks (primarily focusing on Twitter, Facebook and Google+). By measuring data from social sites, the size of a person's network, and other factors, Klout gives users an influence rating (Score) on a scale of 1 to 100. Most Klout Scores are in the 20’s, and reaching the 30’s and 40’s tends to show a good amount of social engagement. This can create, as John Scalzi puts it, “status anxiety” and social insecurity, but the credence you put to what your Score says about you remains up to you.
Like any startup, Klout is still growing and developing. Even though recent adjustments and evolution have brought controversy, Klout as a measurement tool remains an interesting data point for social media... Read more
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Content Before Klout – Why Social Influence Is More Than A Score
Tags: brand marketing, digital, Facebook, google, Klout, kpi, measurement, online marketing, product manager, Social Media, social media marketing, social networks, twitter
Posted in Emerging Platforms, Web Analytics | No Comments »
What is your SEO Social Signals Strategy?
If search engine optimization (SEO) is already part of your digital marketing mix or you are thinking about adding it, then you are likely familiar with the concept of a backlinking strategy. That is, what is the overall long-term plan to increase the number of other websites on the Internet that reference and link to your website? This is a “backlink” and search engines view a backlink as an indication of relevance.
But are backlinking strategies starting to take a back seat to social signals as they relate to SEO? Is your time better spent investing in a “social signals strategy”?
In this blog post discover:
How Google’s algorithm changes impact both backlinking and social signaling.
How to build an SEO social signals strategy.
How your SEO backlinking and social signals strategies come together in your content strategy.
How to measure it all.
Google’s Recent Algorithm Changes Impact both Backlinking and Social Signaling
First off, yes backlinking is still important and yes you still need to build backlinks. Remember a backlink works similar to an academic citation. In academia, the more frequently a piece of work is cited, the more relevant it must be. Apply this to the web – the more frequently your website is linked to... Read more
Tags: content marketing, Facebook, google, online marketing, Search, seo, Social Media, Strategy, twitter, web presence optimization
Posted in Search, Social Media, Web Analytics | 1 Comment »
What's Your Twitter Strategy?
What is your Twitter strategy?
Many brands are on Twitter because they believe its required table stakes. You have to be on Twitter because millions of people and all your competitors are. Yet these same brands post the same stuff on Twitter as they do elsewhere and generally complain about how hard it is to define unique content, spawn free viral distribution or measure the business impact or value of all those tweets.
Twitter seems to be a barometer of the global news cycle, an early warning radar for trends or shifting popular tastes and a companion/commentary/feedback medium for TV, live music, pop culture, sports and theatrical events. But brands can get the benefit of these insights without investing in pages, content, moderation or sponsored tweets.
Twitter is a news ticker dominated by news organizations and pundits of all stripes. The amount of re-tweeted material is almost equal to the original content. Finding a unique voice, a persuasive posting cadence and enough engaging content to keep up with the constant ticker pace with compelling or unique content sufficient to prompt significant numbers of re-tweets, comments or riffs is a real stretch for many marketers.
Several of my clients are asking if Twitter is still... Read more
Tags: socialmedia, Strategy, twitter
Posted in Emerging Platforms, Social Media | No Comments »
4 Ways to Engage "Super Socials"
About one-third of Americans with a social media profile have fully integrated social media (mostly Facebook) and smart phones into their daily lives. These 46 million people, manage their lives minute-by-minute and hour-by-hour using their phones. Two-thirds have used their phone to update their social media status which probably places them among the 300 million who check their Facebook pages using mobile devices several times each day.
Jay Baer, analyzing a new study from Edison Research and Arbitron titled Social Habits II, calls them “Super Socials.” Some of the key survey findings were:
Social networks are mainstream tools for personal communications
Super Socials are more likely to be young and female
Mobile access drives increased frequency of social network use
Frequent users create more content -- more viral opportunities
Frequent users are more likely to follow brands
Frequent users consume more on-demand content
Frequent users watch more video TV on a digital device
Almost 25% said Facebook most influences their buying decisions
This growing segment is the leading target for integrated marketing campaigns. Forty-three percent of social media activists follow brands in social media; 8 in 10 do so on Facebook. Their psycho-demographics inform the personas that marketers use to build digital assets and target digital media. Mom’s make up... Read more
Tags: buyer personas, Facebook, social marketing, Social Media, twitter, youtube
Posted in Social Media | No Comments »
4 Ways to Optimize the TV-Twitter Connection
Twitter has become a companion medium to TV. People watch their favorite shows, with a computer or mobile device at hand, tweeting reactions to the characters, the plot, the action sequences and the story line. They also tweet about brands while they watch.
The volume of brand tweets can now be correlated with specific TV shows to create a new double-barreled channel for brands to engage their fans and more selectively target likely customers or brand advocates. Bluefin Labs, the social analytics firm associated with MIT Media Labs, has been keeping track of tweets as they relate to TV viewing.
They found links between brands and the shows their fans watch most, which they call Social TV Analytics. For example Wal-Mart fans are most likely to tweet about America’s Supernanny on Lifetime or the Dallas Cowboys Cheerleaders on CMT or Las Vegas Jailhouse on TRUTV. In contrast, Target buyers tweet about or during CMT’s Top Secret Recipe or HGTV’s My Yard Goes Disney.
It has always been assumed that there is lifestyle linkage between TV shows and the people who opt-in to watch them. Apparently this affinity dynamic is true for Twitter as well.
The data can be correlated by brand and by category... Read more
Tags: buyer persona, social marketing, Targeting, twitter
Posted in Media Planning & Buying | No Comments »
