t2 marketing Archives

Social Equity: Social Media and SEO

April 5, 2013/by Corey Padveen

Social Equity stands to increase significantly as a result of the benefits social media has with regards to SEO.

The secrecy surrounding search engine algorithms has resulted in a great deal of conjecture when it comes to social media factoring into SEO. That said, allusions made by executives, such as Matt Cutts at Google, have led to inferences that social media is a major factor when it comes to optimizing your content for search engines. As a result, your brand’s Social Equity stands to benefit greatly due to the fact that SEO is still one of the most successful means of getting found.

In today’s Social Equity segment, we aim to show where Social Equity is derived from the incorporating of social media into your SEO.

Where Are the SEO Benefits from Social Media?

In order to understand how an intertwining of social media and SEO add value to your business, it is first crucial to understand where SEO stands to benefit as a result of social signals.

The chart on the left was derived from research conducted by Searchmetrics. What the data shows is how heavily social signals (data from activity on social media channels) weigh into rankings on search engines. (For the graph on the left, rankings in the U.S.) Last year, traditional link-building, one of the cornerstones of conventional SEO, had been surpassed by Facebook shares.

Essentially, social signals and sharing register with search engines as links (if, of course, what is being shared contains a link to your content or a landing page). Thus, as the popularity of social media continues to grow, the importance of factoring SEO into your social strategy grows with it.

This is where Social Equity comes into the mix.

Social Equity Derived from Social Media and SEO

A properly formulated SEO strategy that incorporates your social media will result in a tremendous value added with regards to Social Equity. This holds true for two reasons.

First, traditional SEO is an ongoing process that requires numerous man hours and ongoing expenses. With social media factoring as heavily as it does into the equation, you stand to save quite a bit of resources when it comes to your investment in SEO. Considering the strength of social sharing, the link-building process is both faster and collaborative. So there is a two-fold benefit here: both your audience and your search rankings are being built up as you invest in your social media strategy.

Second, for many verticals, SEO is still a major focus when it comes to determining market share. In fact, a study conducted by Optify showed that the top result on Google receive over 35% of clicks from a search. Social media activity allows you to rise through the Google ranks, and when you stand a chance to generate more than a third of all traffic for a given keyword (or better yet, multiple keywords) the value of your website and business as a whole stands to rise.

Traditional SEO is still of great importance to your business’s value. But when it comes to Social Equity and the value added to your business as a result of social activity, it is essential that you incorporate social media into your SEO strategy. Your shareholders will thank you.

Have you seen your search rankings rise since beginning your social media program? Tell us in the comments below or on Twitter!

Social Media SEO: The New Backlink Strategy

April 2, 2013/by Corey Padveen

Social media is of ever-growing importance when it comes to SEO, and the power of social signals when it comes to link-building could supercharge your SEO efforts.

Link building has long been one of the most important features of an effective SEO strategy. Over the course of the last few years, social media has become all the more important when it comes to SEO, and recently, the importance of social link building has gained a lot of traction.

How the New Google Panda Updates Change SEO

It is first important to understand why social media backlinks are so important now more than ever.

Google recently updated their algorithm to incorporate some major changes to the Panda filter. Much like a real panda, the name and appearance of the Google update might seem harmless, but the truth of the matter is that if a site violates any of the conditions set forth in the update, Panda will attack the site, removing backlinks and penalizing the site in terms of rankings. So, what has the result been? Many site owners have seen dozens of links they spent precious time building disappear, and their site rankings have suffered as a result.

So the big question is, how can site owners make up for this change with social media?

How Social Media Boosts Your SEO

In an article by Richard Petrillo, he suggests that the “social vote/social signal” can revive your SEO. Tweets, pins, +1s and Facebook shares are the new backlinks, and because they are effectively personal pseudo-recommendations, they weigh quite heavily into your rankings.

As people read and share your content, others are exposed to it. This works out similar to building links on other sites, but the fact that social media is so personal (at least, that is the intention) the weight of social signals when it comes to your link-building strategy is much heavier.

How to Build Your Social Signals

The simple answer? Produce engaging content that your audience wants to share. Dan Zarrella, social media scientist at HubSpot notes that the optimal number of tweets per day is roughly 20. But he makes it very clear that if you share content with which your audience wants to engage, then that number is irrelevant. The best way to do this is to monitor your engagement levels and take note of the content that boosts your brand’s engagement.

Second, make sure your content is social media friendly. A fantastic blog post is a great thing, but if people have no means of sharing it, then you lose the opportunity of adding a new social link. So in order to capitalize on the power of social media link-building, make sure you incorporate social sharing into your content wherever possible.

Lastly, share your own content outside your site in order to build your own links. It is one thing to rely on others to help you build your social links, but help yourself out wherever possible.

Social media offers us a number of new opportunities when it comes to SEO. Through social sharing and building social signals, you can improve your rankings drastically and much faster than every before.

How do you incorporate social media into your link-building strategy? Tell us in the comments below or on Twitter!

Social Equity: The Power of Pinterest

March 29, 2013/by Corey Padveen

Social Equity benefits from the hidden power of Pinterest.

One of the jewels of social media is Pinterest. Since its launch a few years ago, Pinterest has been an unstoppable juggernaut in the realm of social media, and the Social Equity your business can derive from Pinterest is as impressive as it is unique.

Pinterest is not necessarily for every vertical, and it is important to understand that. While a presence on Pinterest can never hurt, it is not necessarily going to be your top generator of Social Equity if you do not meet the proper criteria – namely, that you are in a visual industry. Furthermore, if your business model is not necessarily apt for Pinterest (your average accountant may not be generating much revenue, Social Equity or referral traffic from Pinterest) you might be devoting precious resources to maintaining your account, when they should be focused on other social networks. Having said that, if you put together a social media strategy and recognize the potential for your business on Pinterest, the Social Equity you generate will be among the greatest of any of the networks we have discussed so far.

First, we should understand what makes Pinterest such a powerful tool when it comes to business.

The Business Potential for Pinterest

About a year ago, Shareaholic released a study that found something incredible: Pinterest was a greater generator of referral traffic than Twitter. Twitter. A month prior to that, it was discovered that Pinterest surpassed Google+, YouTube and LinkedIn combined for referral traffic. Since then, the social network has only grown in power, and with their recently launched Analytics feature, it is no wonder that we are discussing the Social Equity of Pinterest. Now Pinterest, too, recognizes the value it adds to business.

With the newly launched analytics and insights feature for your Pinterest account, you can monitor exactly how your audience is interacting with your pins and the images on your site. Though it is still somewhat new and in its infancy, this feature can mean big things for the future of Pinterest for business.

Other Important (Often Overlooked) Features

People tend to overlook a lot of the important features in the backend of Pinterest when it comes to generating referral traffic and building Social Equity. First, one should note that pins themselves do not register with crawlers to help with your search rankings, but your boards do, so optimize them.

Second, add links and meta descriptions to your images, because if those are shared outside of Pinterest, all the better for your exposure. And if someone clicks on the image within Pinterest, they are headed right to your site.

Third and finally, by simply adding a price to your pin’s description, you can add a price to the top corner of your image and create a pseudo-catalog (for minimal cost compared to traditional print) and share it with your followers, updating it regularly.

Now if you apply these simple measures, you can start to understand the Social Equity derived from a Pinterest presence.

Social Equity of Pinterest

Captivating images are a great way to build a following. People do not necessarily like text, but they love visual explanations. Just look at the jump in the use of infographics to simplify complex, often dull bits of content.

Pinterest can be a tool to develop a social image for your brand outside of your corporate image. Social Equity is as much about the likeability of your brand as it is the direct value added to your business as a result of social activity. Pinterest is an avenue through which you can make yourself very likeable, very quickly.

Furthermore, on the advertising end of things, Pinterest can, as noted above, provide your brand with a cost effective means of showcasing new products, providing links to an e-commerce store whereby those who like your product can purchase it and, more importantly, save you a tremendous amount of expense when it comes to printing new catalogs. Of course, a business with a physical location would likely do both, but for those who cannot come to your store, imagine the added value of having a virtual version of your catalog that not only features prices and availability, but links directly to the item in your virtual store.

In our social media case study about Burt’s Bees posted yesterday, we noted the increase in online sales Burt’s Bees experienced as a result of simplifying the buying process for their Facebook fans. (You can read the full article here.) Pinterest allows you to do the same thing, and a simple purchasing process with few or no hurdles means more customers and faster conversions.

Pinterest is a constantly and very quickly evolving tool. But with each step Pinterest takes, the Social Equity it stands to generate for your business goes a step further as well. Furthermore, because of its youth, there is still so much that has yet to be tried when it comes to Pinterest campaigns and promotions, and when it is something visual, it is often something intriguing. First to the social media market typically means biggest gains, and that goes both for financial and Social Equity gains.

Where have you found the value added to your business from Pinterest? Tell us in the comments below or on Twitter!

Social Media Case Study: Burt’s Bees

March 28, 2013/by Corey Padveen

Social media selling is all about engaging with your audience, and Burt’s Bees has managed to build an engaged Facebook audience of 1 million fans and convert quite a few of them into paying customers.

Facebook was one of the first social networks that businesses sought to take advantage of. As a result, Facebook adapted and created pages. Burt’s Bees, the notable personal care product line, saw Facebook as the perfect medium in which to engage with their audience, and the result has been a growing, highly engaged audience that converts to paying customers.

How did they do it? Burt’s Bees uses Facebook as a place to not only build an audience and share great content, but promote their products in a fun, engaging way that does not turn people away from the brand, and actually converts them into customers.

Selling on social media is a tricky grey area. People do not necessarily want to be bombarded with promotional content, but at the same time, many people follow a brand because they either use it, their friends use it or they want to keep up to date with specials and promotional offers. Burt’s Bees recognized this fact and modeled their Facebook marketing and sales strategy accordingly. In this social media case study, we aim to showcase the lessons social media marketers can extract from the Burt’s Bees brand in order to build an engaged audience on Facebook and convert that audience into paying customers.

1. ‘New’ is Intriguing

People are often curious about new products. There’s a certain mysterious quality about ‘new’ that tends to intrigue people. Burt’s Bees saw this and capitalized on it when it came to Facebook. One of the most prominent features of the Burt’s Bees Facebook page is their promotion of new products in fun and engaging ways. For example, one of the main ingredients differentiating their products is Cupuaçu. Nothing special about that. But when they wanted to emphasize the benefits of the new product, they took to social media to promote it by creating a video wherein they interviewed New Yorkers, asking them to try and pronounce the word.

The video is short, funny and the word stays on your mind. And there is little more than a branded sign off at the end. However, Melissa Sowry, Social Media and Content Manager at Burt’s Bees stated, “Through Facebook, we can introduce new products more interactively than in print or banner ads…and provide a space where [our consumers] can connect with one another.” So, what is this new product? People might like the word and the video, but they were starting conversations to find out more.

Lesson: Find a creative way to introduce new products and your audience will engage with your brand to find out more.

2. Social Media Selling

Burt’s Bees has integrated “Buy Now” buttons into their content and features coupons for Facebook fans. The result? Dramatically increased sales through social media.

Unlike many brands that may feature a product and a link to a store, Burt’s Bees allows users to click through to an e-commerce site from a product post that already has the product in a shopping cart. This may take a little customization on the part of the Facebook page and app designer, but any hurdles (e.g. clicking to the store, finding the product, adding to the cart, checking out, etc.) you can eliminate from the buying process means higher conversions.

Lesson: Help facilitate the buying process for your fans and you will see your conversions skyrocket.

3. Engaging and Influential Content

In addition to fun content like the video post above, one of the cornerstones of Burt’s Bees success on Facebook has come from their ability to engage with their fans in conversations. In an interview with eMarketer, Sowry said, “We also create opportunities for consumer education around skin care, for example, and sampling offers. We ran successful sampling programs on Facebook for our relaunched body lotions and new tinted lip balm.” Furthermore, the brand also asks questions and directly responds to user comments.

An active Facebook page is one thing, but to be engaging directly with your social media audience (particularly when that audience is nearly 1.5 million people large) will mean a returning audience, and that makes the social media sales process that much simpler.

Lesson: Engage with your audience and your products will sell themselves on social media.

4. Educate Your Audience

Burt’s Bees has increased their conversions on Facebook through education. By educating their fans on products and informing them as to which product best suits their needs and why, people want to buy from Bert’s Bees, and they don’t need to do too much research on their own.

The easier it is for a lead to learn about your product, compare it to the competition and ultimately make the decision, the higher the likelihood that you will see social media conversions when it comes to sales.

Lesson: Social media selling should be more about teaching people why your product is the best as opposed to simply telling them.

Burt’s Bees is one of the few examples out there of brands that has mastered social selling. It is not an easy task; not by any means. People do not necessarily want to be sold, but if it is done in the right way, your fans are more than open to the idea of buying from you through social media.

With regards to social selling, Facebook has been around a long time. But people still seem to struggling when it comes to engaging with their Facebook fan base and converting those fans into dollars. Burt’s Bees is a great example of social media selling done right.

What is your Facebook strategy with regards to social selling? Have you seen positive results? Tell us in the comments below or on Twitter!

Social Media and SEO: 25 Important Tips and Hints

March 27, 2013/by Corey Padveen

When it comes to SEO, social media is of ever-growing importance.

Social media is a major factor when it comes to SEO. In fact, within every one of your social networks there are small details that are referred to as social signals, and these are extremely important when it comes to improving your rankings.

One of the major differentiating factors with regards to social media when compared to other forms of search engine optimization is the fact that social signals are updated in real-time, and as such, your SERPs (search engine results page) can rise much quicker than they did with conventional methods of SEO. So, in order to ensure that you are being found on search engines, it is important to understand what factors contribute to your improved rankings when it comes to social media.

Below are 25 great tips and hints that should help you optimize your social media activities to factor in how your actions on social networks will impact your search rankings.

An engaged audience is the cornerstone of successful social media SEO; keep your audience engaged with your content and your rankings will skyrocket.
A big audience is nice, but a smaller, targeted audience is much better.
Your employees can be crucial to helping you spread your content across social media channels, which helps bolster your rankings.
Going “viral” is something that happens naturally, not something you can plan. (So don’t!)
Social signals are admittedly important to both Google and Bing.
Social sharing (i.e. Facebook share, re-tweet, Google +1) are more important social signals than direct signals, like optimizing your About Us section on Facebook.
Captivating images with Alt Tags are easily shared and great for SEO (particularly when it comes to Facebook, Instagram, Pinterest and Google+.
Build your boards on Pinterest! These register as social signals but individual pins do not.
Of Facebook, Twitter and Google+, Google+ is the best network in which to engage with influencers in your industry.
Authorship authority on Google is important to improving your rankings, and a good way of doing that is with Google+.
Three important criteria for your Facebook EdgeRank are affinity, interaction and timeliness.
Facebook Graph Search (in these early stages) is most beneficial to the entertainment (movies and TV), fashion, restaurant, travel and hotel industries.
Twitter is an arena important to customer service – engage with your audience when they are reaching out to you and you will be rewarded in your SEO.
Create 5 different tweets for the same blog post.
Don’t be afraid to post tweets linking to the same content on Twitter more than a couple of times per day; your followers are not going to be watching everything you post throughout the entire day.
Keep creating content – the more content you create (both on social channels and on your blog) the higher your rankings will increase over time.
Engaging, share-friendly content should always be what you strive to post.
The most clicked content titles consists of: “How To”, “Do/Do Not”, “Top 10/25/100”, Tips, Reviews, etc.
Creating good titles for search engines is nice, but creating compelling titles that intrigue your audience is much, much better.
Links in SlideShare presentations can be crawled and registered with Google (as a social backlink – among the most powerful ranking criteria).
Google auto-complete is the feature most beneficial to registering your keywords.
Optimizing a mobile app/site/piece of social media content is a crucial feature to engaging with your audience, particularly now with Google’s Universal Analytics.
Be sure to optimize your website and all of your social media profiles (especially Google+) for your address; this will benefit your local rankings significantly.
When it comes to mobile search, the only engine that really matters (well, matters more than anyone else) is Google. (#AppleMaps)
Be active in the conversation! Optimizing social media channels and blogs for SEO are one thing, but to really see your rankings shoot up, make sure people are familiar with your brand (and you!) by engaging in the conversation online!

Overall, the one thing to remember is that in order for social media to factor into your search rankings, you need to have an engaging brand. And that works both ways. It doesn’t happen overnight. Social media might be a faster means than any other when it comes to driving traffic and increasing your rankings, but it still takes time and plenty of commitment.

How are you optimizing your social media channels for SEO? Have you seen any results? Tell us in the comments below or on Twitter!

Social Media ROI: 10 Examples [INFOGRAPHIC]

March 26, 2013/by Corey Padveen

Social media ROI is one of the most highly debated topics of conversation in the realm of social marketing.

People are constantly talking about social media ROI. There are those who say that social media ROI is among the most transparent of measurements when it comes to benefits reaped from marketing efforts, and then there is the (still very large) school of skeptics that believes that social media ROI is a fantasy of social marketers, and that it is not a return that is properly measurable.

Last week, Coca-Cola released a statement saying that their efforts on social media have been “crucial” to sales. That’s a word with a lot of implications. But Coca-Cola is just one example of a major brand that has witnessed tremendous growth and success when it comes to social media ROI.

Below is a set of 10 examples of social media ROI from brands around the world. These brands used a variety of channels and different types of campaigns to reap these rewards, but each one experienced measurable, financial gains from their efforts on social media.

How do you measure social media ROI? What campaigns have you launched on social media that generated positive returns? Tell us in the comments below or on Twitter!

Twitter Marketing: 7 Tools to Maximize Your Success

March 25, 2013/by Corey Padveen

Twitter marketing is greatly improved with the help of certain tools, but it is important to remember that your strategy is what drives your overall success.

Twitter celebrated their seventh anniversary late last week, and we thought it would be fitting to open this week with a discussion of Twitter marketing tools, and what seven of the best tools are when it comes to your success with regards to Twitter marketing.

Before we delve in to the list, however, it is important to note that Twitter marketing tools are great when you have a strategy in place, but you cannot expect your efforts to succeed with the tools alone. These are complimentary tools to simplify the Twitter marketing process and help you maximize your success on Twitter in the most efficient way possible. What is important to keep in mind is that you need to utilize the information that these tools provide and incorporate that into your strategy in order to reap the most benefits. Now, with that disclaimer in place, here are seven of the best tools to help you optimize your Twitter marketing.

1. Followerwonk

Followerwonk is Twitter lists on steroids. Imagine the ability to delve deep into Twitter profiles, analyze leads and segment those leads based on the information you extrapolate. That is the Followerwonk specialty. Furthermore, you have the ability to track followers and watch ongoing statistics and insights as they are gathered in order to keep your Twitter marketing efforts up to date.

With Followerwonk, you can compare, analyze, track and sort your followers in order to keep your Twitter profile as organized as possible and increase the efficiency of your marketing.

2. Tweriod

We recently posted an article detailing some of the best times to post to social networks. Tweriod is all about your best time to post on Twitter. It takes a sample of your followers, analyzes their activity and provides you with a detailed report on when to post to your Twitter feed to maximize your exposure.

3. SocialBro

SocialBro, in similar fashion to Tweriod, produces reports to help you optimize your Twitter marketing. Where SocialBro differs, however, is in the depth of these reports. The pro version of SocialBro provides detailed insights about your followers, your community, your lists – you name it, SocialBro has reports for it.

The in-depth analysis in the SocialBro reports also tell you about your influencers and whom you are influencing. Using this feature, you can monitor your Twitter clout and see where your efforts to build up your reputation are paying off.

4. Twitonomy

Twitonomy is a Twitter analytics tool to help you analyze and modify your internal Twitter strategy. The tool breaks down your activity on the social network and provides you with insights to help you increase the efficiency and appearance of your profile.

Furthermore, it is a great tool when it comes to cleaning out your profile and keeping your following list as professional and targeted as possible.

5. TwileShare

Ever wanted to share more on Twitter? Sure, you can upload photos and now, with Vine, some short videos, but to get the most out of sharing on Twitter, TwileShare is your go-to.

With TwileShare, you can share plenty of content (e.g. photos, PDFs, ebooks, documents, etc.) and monitor statistics to see how that content is being shared and viewed on the network.

This is a great tool for those looking to look deeper into their viral exposure on Twitter.

6. Twilert

Social listening is crucial for brands looking to manage their reputation using social media. Twilert allows you to monitor mentions of your brand, service, competitors, etc. and receive a digest email letting you know what those mentions are. For those looking for a simple, easy-to-use and free listening tool, Twilert is one of the best ones around.

7. Twitter Counter

Twitter Counter has a free version and a pro version. For all things Twitter profile-related, Twitter Counter is an amazing tool. It shows you the growth of your account, insights into your activity, the average activity on your account and your place on Twitter relative to others.

Of course, the pro version of Twitter Counter has plenty more to offer as far as in-depth insights into your account.

These are just a few of the great tools that exist when it comes to maximizing your internal Twitter marketing efforts. As we noted above, Twitter marketing is all about strategy. These tools are intended to add to your existing efforts, not replace them entirely. Understanding Twitter and how to approach the network from a marketing perspective is worth much more than any tool can give you. But with this knowledge, these tools will make the job that much easier.

What tools do you use when it comes to Twitter marketing? Tell us in the comments below or on Twitter!

Social Equity: The Value of YouTube

March 22, 2013/by Corey Padveen

The Social Equity of your business is increased with a presence on each social network, but there is a three-fold value added that comes from YouTube.

YouTube is among the most interesting of “social networks” due to the fact that it is not. Well, not in the conventional sense, at least. YouTube is a search engine. Like Google (YouTube’s owner), Yahoo! or Bing, YouTube is a medium in which people can post content and generate traffic. Where YouTube differs, however, is in the ability for an individual or brand to engage with their audience directly on the site. That is where the social aspect of YouTube comes into play and that is one of the three key generators of Social Equity when it comes to Youtube.

Today, we aim to pinpoint where it is that we see value added to a company as a result of having a YouTube presence, and how video marketing combined with the power of YouTube stands to increase your Social Equity more so than almost any other network.

Why is YouTube Important?

To understand where the Social Equity is generated from the video-sharing portal, we need to first understand what makes YouTube crucial when it comes to online marketing. Let’s take out the social aspect for a moment and look at some facts and figures that explain the importance of YouTube.

Raw Data

Over 800 million unique users visit YouTube each month
Over 4 billion hours of video are watched each month on YouTube
72 hours of video are uploaded to YouTube every minute
70% of YouTube traffic comes from outside the US
YouTube is localized in 53 countries and across 61 languages
In 2011, YouTube had more than 1 trillion views or around 140 views for every person on Earth
Millions of subscriptions happen each day.

(Data taken from YouTube Press Center Statistics)

There are constantly eyes sifting through the content loaded to YouTube, and by properly optimizing your YouTube videos, you stand a greater chance of reaching the people looking for you on the network. Furthermore, video marketing is a growing trend as it adds an entirely new element to your business.

Giving people a chance to attach a face and voice to your brand takes social engagement a step further with regards to humanizing your brand. People like to engage with personalities, not simply corporate entities. Video marketing is a way to offer this and YouTube is the medium in which to publish it (in addition to your own corporate and personal blogs). Enter the Social Equity of YouTube.

The Three Pillars of Social Equity Derived from YouTube

As noted above, there are three features related to YouTube that generate Social Equity for your brand.

Engagement

When it comes to being social, the ability to engage with your audience on YouTube is a huge asset with regards to Social Equity. As with any social network, people are reaching out to you when they watch your videos. Whether they like it, share it, comment on it or simply watch, they are in some way engaging with your brand on YouTube.

Social Equity is derived in part from the growth of your brand. Video marketing on YouTube is a way to do that. Furthermore, the free analytics made available by YouTube (and Google) in the backend of your account are invaluable. These measure everything from engagement statistics to traffic sources. Thus, by observing and analyzing these insights, you can efficiently and quickly modify your campaigns and strategies in order to maximize the return from your YouTube marketing efforts.

Humanization

There is a humanizing characteristic associated with a corporate video. Even if it is as simple as an introduction, a YouTube presence gives brands a face and voice that people can relate to and appreciate. In our case study about Old Spice a little while back, we noted that through engagement (primarily with videos) Old Spice was able to increase their sales by 107% very quickly. Old Spice has been known to engage with their fan base using personalized videos, making fans of all kinds feel personally connected to the brand.

Old Spice is owned by The Procter & Gamble Company, a company with 2012 revenues of nearly $84 billion. But you wouldn’t know it by the attention Old Spice’s YouTube channel gives to its fans.

Direct Revenue

There are over one million advertisers buying ad space on YouTube and guess what: you’re selling it. By creating videos that people want to see and building a following on YouTube, you increase your chances of having ads placed on your videos and money coming in as a result.

There is constantly the question of direct ROI generated from social media. If this does not answer that question then nothing will.

YouTube is a fascinating network that adds value to your company at every turn. The growing popularity of video marketing and the industry-wide focus on marketing virality are two perfect reasons why every brand should have a presence on YouTube. Your Social Equity stands to benefit tremendously as a result.

Where do you find the value added to your business as a result of Social Equity from YouTube? Tell us in the comments below or on Twitter!

Effective Social Media Engagement: 5 Tips to Swear By

March 19, 2013/by Corey Padveen

Engagement on social media is one of the cornerstones of an effective social media program; but too many people go about it the wrong way.

So what can you be doing when it comes to social media engagement to ensure that you are doing it the right way? People are constantly talking about engaging on social media – ourselves included – but so few people give effective tips on how to engage with your fan base properly. Sure, every person and brand is going to develop their own unique voice when it comes to social media, but there are certain DOs and certain DO NOTs that everyone should be following when it comes to engaging with their fan base on social networks.

Today, we have decided to feature some of those tips to help your brand engage effectively on social media to ensure that you don’t run the risk of losing your audience or worse, having them comment negatively in a social forum.

1. DABC: Don’t Always Be Closing

In the Mamet-penned monumental monologue in the classic film Glengarry Glen Ross, the character of Blake (played by an Oscar-nominated Alec Baldwin in the film adaptation) gives a haunting speech to a group of terrified realtors wherein he tells them that they should follow the ABCs of selling: Always Be Closing. That might have worked for those realtors, but the reality of social media is that a better piece of advice would be to follow your DABCs.

You can’t always be closing when it comes to engaging on social media. Sure, the goal for most social marketers is to eventually convert leads generated on social networks into customers, but we can’t jump into our engagement attempting to close. We need to build a rapport with our leads and the only way to do that is to engage with them on a human level, not on a salesman-only level. That’s sure to turn them off.

It also brings us to our next point.

2. Talk Like a Human

If there’s one thing that people hate about engaging with certain corporate accounts, it is that it feels like just that: all business. There is no emotion or opinion behind a comment or post. Now, of course one has to take into account the political aspect that comes with running a social media program as a large company. Those in charge of engaging cannot say whatever they want. There is an image to maintain and thus, a certain standard to keep.

That said, if you feel like social media is the right place for your business to have a presence, then develop a strategy for engagement before you get started. People are going to reach out to your brand, and they want to feel like they are talking to someone there, not a computer directing them to simply call a customer service line for more information.

3. Don’t Discriminate

You might think that the only place where you stand to benefit from your engagement is with your industry’s influencers. And while it might be true that engaging with people who have thousands of fans or followers might lead to a quick gain, it is not always going to pay off. There are far more people out there with seventy-five or one hundred followers than those with seventy-five or one hundred thousand.

In a social media case study we did about Old Spice a few weeks ago, we noted that where Old Spice found the most success was in their ability to engage with any type of user in the same way, whether they were famous or simply Twitter fans with a few dozen followers. The payoffs were enormous for Old Spice and any marketer should take this as a lesson that it doesn’t pay to discriminate when it comes to engaging on social media.

4. Fashionably Late is a Social Faux Pas

Social media is an ongoing conversation. People are talking constantly and, when it comes to your brand, they are talking to you. And when it comes to all that social media has to offer and the fact that a recent study showed that the average online attention span is roughly 8 seconds, you can’t expect people to be waiting around for your response for too long.

We live in a fast-paced society and nothing embodies that better than social media. So when someone engages with your brand, do everything you can to respond as quickly as possible. You are half of the social conversation, so you can’t be late to the party.

5. Never Ignore Questions or Negative Comments

We thought we would save the most important for last. This is one rule we advocate above all others. When it comes to your brand’s image both in the eyes of your customers and the general public, the two types of posts you never want to ignore are questions and negative comments.

First, let’s look at questions. When someone goes out of their way to engage with your brand and ask a question, they are generally doing so because they want an answer. They are, for lack of a better analogy, calling for more information. This is a traditional call to action that we see in ads and commercials, and social media takes the first part of that CTA out of the equation. So when someone has a question, answer it! You wouldn’t have a hotline for leads to call in to if you didn’t have anyone manning the phones, would you? This is the same concept.

Next, you should never ever ignore negative comments. In doing so, you are basically burying your head in the sand while the whole world sees your flaws. If anything, negative comments are a great way to do two things. First, they are a chance for you to show the world how much you care about your customers by dealing with an issue on the social stage for all to see. Second, they are a great way to turn people into brand advocates. Social media is one of the best avenues in which to generate new brand advocates and negative comments are one of the ways to go about doing this.

What is your strategy when it comes to social media engagement? Tell us in the comments below or on Twitter!

Marketing Technology Broken Down [INFOGRAPHIC]

March 18, 2013/by Corey Padveen

Marketing is no longer about simply our time; there are hundreds of marketing tools that can help us succeed.

Recently, we loaded an infographic with a detailed breakdown of the social media tools that we can use as marketers to improve and simplify our social media marketing. Well, this is just a small realm of marketing tools that exist to help facilitate the marketing process.

The world of technology has meant quite a bit of change from a marketing perspective. The advent of different tools has resulted in two things: first, on a superficial level, there world of technology may appear somewhat perplexing at an initial glance. After all, these are a set of tools that we have never seen before and, more importantly, there are so many of them that we may not know how to go about using them in a strategic manner. Second, these tools have added an entirely new realm to the world of marketing. And not only from a social media perspective. They have opened up the marketing world to so much more, and it is pretty clear why. The possibilities that these tools offer are virtually endless!

Below is a breakdown of nearly every piece of marketing technology that exists out there today. Take a look through the infographic and look up some of the tools you are unfamiliar with. It’s a great way to build your knowledge.

Do you use any of these tools for your marketing efforts? Which of these do you think is the best? Why? Are there any you haven’t used before that you are going to try? Tell us in the comments below or on Twitter!

Case Studies: Burt’s Bees

March 28, 2013/by Corey Padveen

Social media selling is all about engaging with your audience, and Burt’s Bees has managed to build an engaged Facebook audience of 1 million fans and convert quite a few of them into paying customers.

Facebook was one of the first social networks that businesses sought to take advantage of. As a result, Facebook adapted and created pages. Burt’s Bees, the notable personal care product line, saw Facebook as the perfect medium in which to engage with their audience, and the result has been a growing, highly engaged audience that converts to paying customers.

How did they do it? Burt’s Bees uses Facebook as a place to not only build an audience and share great content, but promote their products in a fun, engaging way that does not turn people away from the brand, and actually converts them into customers.

Selling on social media is a tricky grey area. People do not necessarily want to be bombarded with promotional content, but at the same time, many people follow a brand because they either use it, their friends use it or they want to keep up to date with specials and promotional offers. Burt’s Bees recognized this fact and modeled their Facebook marketing and sales strategy accordingly. In this Case Studies, we aim to showcase the lessons social media marketers can extract from the Burt’s Bees brand in order to build an engaged audience on Facebook and convert that audience into paying customers.

1. ‘New’ is Intriguing

People are often curious about new products. There’s a certain mysterious quality about ‘new’ that tends to intrigue people. Burt’s Bees saw this and capitalized on it when it came to Facebook. One of the most prominent features of the Burt’s Bees Facebook page is their promotion of new products in fun and engaging ways. For example, one of the main ingredients differentiating their products is Cupuaçu. Nothing special about that. But when they wanted to emphasize the benefits of the new product, they took to social media to promote it by creating a video wherein they interviewed New Yorkers, asking them to try and pronounce the word.

The video is short, funny and the word stays on your mind. And there is little more than a branded sign off at the end. However, Melissa Sowry, Social Media and Content Manager at Burt’s Bees stated, “Through Facebook, we can introduce new products more interactively than in print or banner ads…and provide a space where [our consumers] can connect with one another.” So, what is this new product? People might like the word and the video, but they were starting conversations to find out more.

Lesson: Find a creative way to introduce new products and your audience will engage with your brand to find out more.

2. Social Media Selling

Burt’s Bees has integrated “Buy Now” buttons into their content and features coupons for Facebook fans. The result? Dramatically increased sales through social media.

Unlike many brands that may feature a product and a link to a store, Burt’s Bees allows users to click through to an e-commerce site from a product post that already has the product in a shopping cart. This may take a little customization on the part of the Facebook page and app designer, but any hurdles (e.g. clicking to the store, finding the product, adding to the cart, checking out, etc.) you can eliminate from the buying process means higher conversions.

Lesson: Help facilitate the buying process for your fans and you will see your conversions skyrocket.

3. Engaging and Influential Content

In addition to fun content like the video post above, one of the cornerstones of Burt’s Bees success on Facebook has come from their ability to engage with their fans in conversations. In an interview with eMarketer, Sowry said, “We also create opportunities for consumer education around skin care, for example, and sampling offers. We ran successful sampling programs on Facebook for our relaunched body lotions and new tinted lip balm.” Furthermore, the brand also asks questions and directly responds to user comments.

An active Facebook page is one thing, but to be engaging directly with your social media audience (particularly when that audience is nearly 1.5 million people large) will mean a returning audience, and that makes the social media sales process that much simpler.

Lesson: Engage with your audience and your products will sell themselves on social media.

4. Educate Your Audience

Burt’s Bees has increased their conversions on Facebook through education. By educating their fans on products and informing them as to which product best suits their needs and why, people want to buy from Bert’s Bees, and they don’t need to do too much research on their own.

The easier it is for a lead to learn about your product, compare it to the competition and ultimately make the decision, the higher the likelihood that you will see social media conversions when it comes to sales.

Lesson: Social media selling should be more about teaching people why your product is the best as opposed to simply telling them.

Burt’s Bees is one of the few examples out there of brands that has mastered social selling. It is not an easy task; not by any means. People do not necessarily want to be sold, but if it is done in the right way, your fans are more than open to the idea of buying from you through social media.

With regards to social selling, Facebook has been around a long time. But people still seem to struggling when it comes to engaging with their Facebook fan base and converting those fans into dollars. Burt’s Bees is a great example of social media selling done right.

What is your Facebook strategy with regards to social selling? Have you seen positive results? Tell us in the comments below or on Twitter!

Case Studies: Kotex

March 14, 2013/by Corey Padveen

The use of Pinterest and social media by Kotex proved to be one of the most successful and innovative social media campaigns run to date.

With the major announcement yesterday that Pinterest would now provide analytics to its business users, we thought an appropriate Case Studies this week would involve the use of the social network. And what better Pinterest-themed Case Studies than its use by Kotex last year to celebrate women’s inspiration.

The Campaign

As the world of social media exploded with the introduction of Pinterest last year, the first network of its kind, dominated almost entirely by women, Kotex and their social media marketing team had the brilliant idea to run a social media campaign centered on the women of Pinterest.

The brilliance lay in how they decided to design the program. Effectively, Kotex sought out the 50 most influential women they could find on the social network after reviewing thousands of accounts and their followers, and began searching through their boards to determine what inspired them. After that, they put together customized gift boxes inspired by these women’s boards, and reached out to these influencers on social media to share these gifts with them. They asked for only one thing in return: to repin the gift.

The results were far greater than what Kotex could have hoped for. Not only did nearly 100% of the 50 women comply with the simple request, but they went above and beyond. These women posted pictures of each component of the gift on both Pinterest and Instagram, made comments on Twitter, Facebook and reached out to their extended networks to tell them all about this wonderful gesture by Kotex.

By the end of the campaign – well, the end of Kotex’s analytics of the campaign, without measuring the extended secondary reach that the virality of the campaign created – Kotex had measured over 2,200 interactions and nearly 700,000 impressions. That’s quite the reach from contacting only 50 people directly!

Take a look at this video for a more comprehensive breakdown of the campaign:

The Lessons

There is a lot we can learn as marketers from this campaign. But when we consider the fact that this social media campaign relied heavily on a viral effect, we think the best lessons to pull from the Kotex Case Studies relate to the importance of influencers.

Find Your Influencers

Kotex knew their demographic and the audience they could reach, but they knew that referrals are so much more powerful than direct marketing. It was for that reason that the marketing executives at Kotex went looking for their social media influencers on Pinterest.

These were women who had a reach far beyond that of Kotex alone. And they were women with an audience that filled two vital criteria: the audience was made up of the right demographics and the audience was highly engaged with these influencers. When you can turn influential people into brand advocates, you can rest assured that you are going to generate quite a bit of new business. But in order to find these influencers, you need to keep this next lesson very much in the forefront of your thinking.

Influencers Can Be Anybody!

The women to whom Kotex sent gifts were not on any Forbes power list, they were not First Ladies and they were not Manhattan socialites – they were normal. (Well, that is not to say that these other women are not “normal” but you know what we mean.) These were every day women who happened to build a large and highly engaged following on Pinterest by simply being active and posting content their followers loved to share. It took a lot of insight for the marketing executives at Kotex to understand this.

When it comes to social media, industry influencers are no longer part of a closed off group comprised of the economic and social elite – anyone and everyone has the ability to be an influencer. Marketers need to keep this in mind.

Small Gestures Go A Long Way

The gift baskets sent by Kotex did not include fancy electronics, or high-priced jewelry. They were simply made up of small knick-knacks that Kotex knew these women would love because they did their research. Kotex could easily have sent them gift certificates for a lifetime supply of Kotex products, but rest assured, the returns would have been far fewer.

The reason why there was such a high response rate and such a viral effect was because Kotex customized these gifts to the tastes of the recipients. They did not need to include lavish, overpriced items because they knew that what they had included was worth much more. A little research into their industry influencers resulted in the numbers you see above. So remember, a little thought can get you a lot further than the easiest option.

Create Limitless Campaigns

Kotex asked these women to do one thing: repin the gifts. A simple request. But the beauty of social media is that these women decided, on their own accord, to take the Kotex campaign to the next level, and involve virtually every avenue of social media they had access to. Kotex created a campaign that had an inherently viral element to it; by giving these women individually-inspired gifts and making them feel unique, it was only a matter of time before they shared the experience with their communities. Furthermore, Kotex did not give these women an ultimatum. The gifts were not a bribe, they were simply gifts with one small request. Giving these women the freedom to do what they wished with regards to sharing the gifts and experience with their communities led to them immediately taking the opportunity to boast about how special they felt thanks to Kotex.

Don’t Hope to Go Viral – Work Your Way There

Kotex was lucky that the campaign was as innovative and original as it was. At the time, Pinterest was the newest, hottest social network and Kotex was the first brand to take advantage of it in the way that they did. First-mover advantage worked wonders for the Kotex brand, but we cannot all hope that our social media campaigns will go viral the way the Kotex campaign did. So, when putting together your next campaign, reach out to your influencers, but don’t neglect the average customer or social media fan. After all, by targeting influencers, the ultimate audience whom you hope to reach is the average user, so make an effort to reach out to every person you can. Brand loyalty is brand loyalty wherever you find it.

The Kotex example is one of the finest uses of Pinterest and social media to date. As marketing on social media continues to evolve, it is certain that we can expect other campaigns to catch on as virally as this one did, but with regards to the use of influencers, it is hard to think of another example as perfect a Case Studies as this one.

How are you reaching out to your influencers? What methods do you use to determine who your industry influencers are? Tell us in the comments below or on Twitter!

Case Studies: Old Spice

March 7, 2013/by Corey Padveen

Social media turned the Old Spice brand into a personality with which people were eager to engage.

In the last few years, Old Spice has become a crowned jewel of social media. Their campaigns consistently skyrocket and the brand has developed such a distinct personality that anyone familiar with the brand can recognize one of their campaigns almost immediately. What is most fascinating about their branding, you ask? Well, perhaps it is the fact that, unlike Rome, it was built in a day. (Well, not a day, but you get the idea.)

In today’s Case Studies, we aim to explain how Old Spice used social media to quickly (and quite successfully) create a virtual personality that led to the explosion of their brand in new markets and demographics.

The Background

In 2010, Old Spice created the character that has widely become known as “The Old Spice Guy” and the campaign developed an instant following. When a second commercial aired with the same praise and hype, Old Spice decided to go the social media route, and did something brilliant: they never broke character.

Slowly, the proliferation of the Old Spice brand on social media began to pick up steam, and, as if by divine intervention, Old Spice did not seem to slip up in any of their steps along the way, creating a set of guidelines that any marketer should adopt when attempting to create a social media personality for a brand.

The Lessons

Be Original

People are always intrigued by something they have never seen before. Until their campaign, no one had ever seen a brand persona like the one Old Spice had created. Of course, since the dawn of marketing there have been mascots and spokespeople, but never a brand personality so bold that clients and fans were eager to engage with it.

Originality is much easier said than done, of course. It is not every day that you are going to wake up with an idea that no one had ever thought of before. Countless brands have attempted to do what Old Spice has done in the last couple of years, but few have been successful. But thinking outside the box is exactly what made Old Spice so successful, and that is the first step to creating a winning social media campaign.

Be Consistent

The second, and possibly the most important step that Old Spice took was maintaining brand consistency across every channel onto which they expanded. Have a look at the Old Spice Twitter account. You’ll notice that the witty, charming and larger-than-life personality they originally created a few years ago exists there as well. The same holds true for their other social media channels. Brand consistency is one of the most crucial aspects when it comes to developing brand loyalty. After all, how can fans recognize your brand instantaneously if there are major differences between your channels?

So remember, once you have that winning edge, maintain it on every level of your marketing, particularly in social media where you will be engaging with your audience. Which brings us to the next takeaway…

Never Stop Engaging

Commercials are one thing, but ongoing, personalized and genuine engagement with its fan base is what led to the ongoing success of Old Spice’s social media efforts. As with any campaign, Old Spice knew that eventually fans would move on and grow tired of the standard promotional commercials. So what did they do? They (once again) never broke character and engaged with their fans through personalized responses (whether they were tweets, videos or posts) in a timely and comedic fashion.

This kept fans coming back, asking questions or making comments in the hopes that “The Old Spice Guy” would respond to them. What did this mean for the Old Spice brand (as a company)? It meant increased brand loyalty through the strategic use of social media. As we noted above, people fell in love with the personality Old Spice had created on social media, and this kept them coming back to the brand on social media, and anxiously awaiting more content. As far as the business side of things was concerned, it meant a very quick 107% increase in sales.

Avoid Selling on Social Media

Last but certainly not least, Old Spice avoided selling their product on social media. Of course, posting commercials that are meant to advertise the product is different, but as far as engaging with fans goes, Old Spice kept to entertaining and shied away from selling. People like personalities, not salespeople, and Old Spice recognized that. And it was the right thing to do. After all, the personality they created took care of the sales, which is clear in the numbers above.

Old Spice showed that creating a personality on social media that engages with its audience (Old Spice was engaging with fans that ranged anywhere from celebrities to Twitter users with less than 100 followers) can build brand loyalty faster than any other form of marketing. Listening, engaging, consistency and originality were the four cornerstones of the success of Old Spice on social media. This is not to say that any idea is going to skyrocket the way Old Spice’s campaign did, but it never hurts to try something and see what happens.

http://www.youtube.com/watch?v=Z10Hrsx7FBY

Which of these lessons do you think will be most helpful in building your next campaign? Tell us in the comments below or on Twitter!

Case Studies: Ford

February 21, 2013/by Corey Padveen

Social media can generate quite a bit of success for your brand, and for Ford, their strategy and the lessons they pulled should be adopted by any brand looking to succeed on social media.

At a recent conference, Scott Monty, the Global Head of Social Media for the Ford Motor Company gave a presentation detailing the success of Ford’s social media campaigns in recent years entitled, “Social Wheels in Motion: Ford’s Lesson in Social Media.”

Of course, with so much success in social media over the last few years, Ford was bound to pull away a few key lessons that any brand should adopt with regards to their social media program. Below are the five top lessons you can pull away from Monty’s presentation and apply to your social media program today.

Stand By Your Product and Let Your Audience Share

In 2009, for the launch of the Ford Fiesta, Ford allowed a number of social media influencers to drive the Fiesta and share their experiences online. The videos and blogs were posted in real time, with no editing or filtering by Ford. The confidence Ford had in its product resulted in a great deal of success on social media. The campaign resulted in nearly a hundred and fifty thousand requests for more information about the new car. What’s more, more than 80% of those asking to find out more were new Ford customers!

Lesson: If you have a good product, let your influencers tell your social community about it.

Commit to Your Social Media Presence

Running a successful campaign is great, but your social media presence cannot be relegated only to when an official campaign is underway. In order to find success on social media, you need to be committed to your program. Ford created a hub wherein Ford users could engage with the brand in real time. This phenomenon is referred to as social care, and it is a social form of customer service that nearly a third of social media users prefer to conventional customer service options (i.e. phone).

Lesson: Make a point to stay active on social media, because Ford has shown that consistency pays off.

Integrate Every Form of Media

Disjointed campaigns will result in confusion for your audience. Different channels and department working on different campaigns and promotions will mean a diluted audience responding to a multitude of campaigns as opposed to a convergence on one major one.

For Ford, they approached their 2010 Explorer campaign this way, integrating every form of media in order to drive the most traffic at the launch. The result? The day of the launch they received 100 million social impressions and 400 million browser impressions.

Lesson: Integrate all of your media under one roof to drive every potential lead to the same place.

Build a Personality for Your Brand on Social Media

As much as people might like a brand, they want to engage with something more. Your audience wants to engage with a personality. For Ford, this realization came when they were looking to rebrand the Focus. So, how did they create a personality? They created a sock puppet mascot named Doug. The goal was to engage with a younger audience and find a new customer-base for the rebranded Focus. The results were impressive, and Ford saw a spike in interest in the Focus with a 61% consideration rate. Not bad considering most people tried to avoid the Focus even as a rental prior to this rebranding.

Lesson: Build a personality for your brand and engage on a human level with your audience.

Find Your Audience Where They Are Talking

One crucial element that marketers often forget is that they need to be going out and finding their audience where they are as opposed to waiting for their audience to find them. Ford realized this and took action. When building a program last year, Ford created a video and distributed it among every one of their followers most popular networks. The results were quite successful, with the video receiving over 1.5 million hits.

Lesson: Find your audience and engage with them where they are, and not the other way around.

How can you apply some of these lessons to your social media strategies? Tell us in the comments below or on Twitter!

Twitter Marketing Done Right: 3 Tips to Maximize Your Twitter Marketing

January 15, 2013/by Corey Padveen

Twitter marketing can be an excellent resource, but only if it is done properly.

Time and time again we stress the importance of a strategy when it comes to Twitter marketing and other forms of social media marketing. Where Twitter marketing differs, however, is in the approach you take to promoting your brand. As we never tire of pointing out, Twitter is not a realm apt for self-promotion. And if you approach the social network as a place to simply tout your brand and aggressively pursue conversions, you will be disappointed with the results. So how can you go about conducting your Twitter marketing in an efficient manner so that you get the most out of all the social network has to offer from a business perspective?

Below are three pointers that should help you get the most our of your Twitter marketing efforts. Twitter can be an exceptional tool for driving business, but your strategy must be in line with Twitter best practices in order to see the best results.

1. Establish Your Goals and Measurement Criteria

There is an entire world of untapped leads and potential clients on Twitter, and heading into the social network blind may leave you stumbling to get on track. Therefore, before embarking on your Twitter marketing campaign, you should first define both your goals and how you plan on measuring said goals. If you jump into Twitter expecting that your first tweet will garner dozens of retweets and loads of conversions and followers, you’re going to be disappointed. (Unless of course you’re a celebrity, in which case we appreciate you reading our blog!) Your strategy needs to include a few key criteria. Below is a list of things to consider when launching your Twitter marketing campaign.

Who is your target audience?
Are you looking for followers in a geo-targeted area or worldwide?
Are you hoping for conversions on a website or at a location?

Once you’ve answered these questions, it is time to get a little more specific.

Do you already have a set of followers? If so, how would you categorize them? If not, how do you plan on acquiring them?
If you are looking for followers in a specific location, how do you plan on finding them?
What do you consider a conversion from Twitter? Is it s click through? A download? A subscription? A purchase?
Are you hoping to use Twitter to increase your current business or start something new?

The answers to these questions are essential before you begin marketing on Twitter. Once these goals are defined, you can establish your measurement criteria. This is a little trickier, because in order to measure the success of your Twitter marketing, you need to have answered the third question in the second set of bullet points above: What do you consider a conversion from Twitter? Once you have this answer, you can set up the appropriate criteria for monitoring the success of your campaigns.

2. Design Your Messages Around Your Niche

As you begin building your audience, you are going to want to keep them captivated. One devastating mistake many marketers often make is sending out nothing but self-promotion. While you might be the expert in a given field, constantly telling people about it and ignoring engaging content will get you nowhere. You will want to design your messages around the niche you wish to target in order to keep them engaged. Below are a few helpful tips to consider when drafting your messages and content.

People love advice and garnering knowledge, so share what you know to showcase your expertise as opposed to simply stating that you are the expert.
Quick, entertaining content is a great way to engage with your followers. Share fun facts and quirky anecdotes that people want to see.
Focus on a designated subject or theme that stretches across all of your messages. Keep your content on track so that the niche audience you build stays engaged.
Do not bombard you followers with links and promotional content. Once in a while a message like this is fine – but this should under no circumstances be your starting point.

Engaging content should be the focal point in drafting all of your Twitter messages. One goal that should always be present is to convert your audience members into brand advocates. We can’t all be Coca-Cola or Harley Davidson – we have to work to get our fans coming back. And, as with all social media, content is king when it comes to boosting your audience.

3. Narrow Your Audience with Twitter Lists

Twitter Lists are a fantastic way of segmenting your audience into appropriate categories. Say you have a thousand followers. Great! But not all of them will be following you for the same reasons. Some might follow you because they are in the same industry. Some might follow you because they are interested in your online product or service. Others might follow you because they live in your area, and are already physical customers. Each of these three categories will respond to your content differently. Lists will help you engage with all of them in the right way.

Once you have segmented your followers into lists, you will be able to design campaigns and messages to go out that are geared towards engaging with one of these groups specifically. The industry members might not be interested in your sales and promotions, but they might find some of your industry-relevant messages much more useful. Your physical customers may have no use for online promotions, but they might jump at the chance to collect in-store offers promoted via Twitter. Take this into account when setting up your campaigns, and use the Twitter Lists to your advantage.

These are just a few of the best practices when it comes to Twitter marketing. Over time, your Twitter strategy evolves and some of these points change and disappear while new ones are added. But to get the most out of your Twitter marketing when you are getting started, these pointers should certainly help.

Can you think of any other best practices when it comes to launching your Twitter marketing? Tell us in the comments below or on Twitter!

36 Social Media Rules of Engagement [INFOGRAPHIC]

January 11, 2013/by Corey Padveen

When it comes to social media success, knowing the best practices is crucial.

Time and time again, we stress the importance of following certain best practices when it comes to your social media strategy. Sometimes it can be hard to keep up. But, regardless of how much there might to keep track of, it is vitally important to the success of your social media campaigns that you follow best practices so as not to lose out on possible successes.

While these rules might be modified or discarded over time – depending on what you are looking to get out of your social media program – there are some that will always remain. The infographic below details 36 rules of social media engagement and conduct. While some of these may seem simple or even trivial, they are there for a reason. Over time, as your program evolves, these rules should be your constant. Keep in mind that while social media might be changing, people (your customers), in general, stay the same. So have a look at these social media rules of engagement and see if you could be doing anything differently.

Can you think of any social media rules that are not present here? Which ones do you think are the most important when it comes to business? Tell us in the comments below or on Twitter!

SEO Guide: How to Choose the Right Keywords for Your Website

January 10, 2013/by Corey Padveen

You might have great content, but if you are not choosing the right SEO keywords for optimization, you might not get anyone to see it.

There are plenty of SEO tricks and tips when it comes to getting found on search engines using targeted keywords, but the only way to ensure that your results are not only growing, but qualified, is to have an SEO strategy in place when it comes to selecting your keywords. One of the trickiest parts of building a social media strategy is that most people have no idea how search engine ranking positions (SERPs) are determined, nor do they know how to go about maximizing their efforts when it comes to increasing their SERPs. Below are a few of the best practices we have observed when it comes to choosing the right keywords for SEO on your website.

1. Don’t Go Overboard

While you might think that optimizing your site for dozens of keywords is your best option for maximizing SEO, the reality is that too many keywords will dilute your results and won’t help your SEO for any one category. We have found that optimizing for five keywords is the golden ticket when it comes to SEO. So, while your industry might have hundreds of keywords to choose from, try and keep it simple in order to avoid missing the mark entirely. Ultimately, you want a keyword density across all of your content between 2% and 5%. What is keyword density? This is the number of times your keywords are mentioned in relation to the total number of words in you content. So try to keep that in mind as well when drafting your posts.

2. Love Your Industry, Not Only Your Brand

Industry keywords perform much better than specific brand keywords. You might think that the more you mention your specific brand, the higher it will rank. While this is true, people might not be searching for “Acme Car Repair” – in fact, the majority of searches will not. So you are better off optimizing your content for the generic “car repair”, and other industry keywords as opposed to simply optimizing for your brand. While the ultimate goal is for people to be searching for your brand specifically, it may not start out that way. Not all of us are a Coca-Cola or a Harley Davidson, and may not have an internationally recognized brand name. So focus on the generic and allow your brand to reach the top of those results organically.

3. Do Your Research

Before choosing any one keyword, it is important to know whether or not you are choosing the right keywords. In keeping with the previous example, you might think that “automotive repairing” is the right keywords for your brand. But without the proper research, you might not realize that “car repair” has not only more global search results, but less competition density. How can you figure this out? The Google Keyword Tool allows users to search for keywords for free, and helps you choose the best keywords for you industry along with other suggestions for comparison.

The image above shows a comparison of these two keywords in terms of monthly Google search results along with some additional suggestions for other keywords. Studying this data will allow you to choose the best keywords when it comes to drafting your content for SEO.

4. SEO is an Ongoing Process

SEO is constantly evolving, and if you optimize for a set of keywords today, it might not be the same tomorrow. (Well, it might be the same tomorrow, but you know what we mean.) This holds particularly true for seasonal industries. Say you are living in the Northeast – the search term for “cheap winter tires” will be much higher during the winter months than in mid-July. So be sure to update your content regularly (corporate blogs are a great way to do this) and do your research on a regular basis in order to ensure that your site’s SERP does not drop over time.

5. Speak with the People

While your car repair company might be full of experts using complicated mechanic jargon throughout the course of the day, that does not mean that your average customer will have any idea what that means. As a result, he or she will not be searching for those terms when trying to find you. Optimize your results on a global level and avoid using complicated internal terms so that even the least savvy customer stumbles upon your page. Expertise is a great thing to have, and will result in increased business, but optimizing for terms that most people do not use will never help your SERPs.

Can you think of any other keyword selection tips that will help boost your SERPs? Tell us in the comments below or on Twitter!

Social Media Marketing: 4 Ways to Improve Your Facebook Engagement

December 13, 2012/by Corey Padveen

When it comes to social media marketing, engagement is crucial, and Facebook is one of the best avenues to get the most out of it.

Despite the fact that Facebook is apt for social media marketing and a key source for customer engagement, several companies are not approaching the social network in the right way when it comes to business. Below is a set of 4 tips you can use in your social media marketing strategies to improve your Facebook engagement and get the most out of the social network for your business or brand.

1. KISS: Keep It Short and Simple

People, particularly experts in a given field, feel as though Facebook is the perfect place to showcase their talent and boast about their services over a competitor’s. While Facebook is a great place to capitalize on watchful eyes, it is the wrong place to bore potential leads to tears with long, drawn-out posts explaining what you do and how you do it. This is a step best left to the lead nurturing phase of a relationship, and it is the wrong way to approach social media marketing. In fact, a recent study shows that the optimal number of characters for an engaging Facebook post is 80. By keeping your posts short, to the point and full of engaging content (Point 3) people will feel more compelled to engage with your brand and find out more about you. While you may be able to write paragraph after paragraph of self-touting information, Facebook users are not looking for that. So, to sum up, keep it simple!

2. Nobody ‘Likes’ a Showoff

That holds true for both the real world and the world of social media marketing. Social media is about being social, and one of the least social things a brand can do is post content that is purely self-promotional. (This holds true for parties as well, by the way.) LinkedIn is a network designed around the concept of promoting services and expertise, and Facebook is not. Like we mentioned above, engagement arises out of commonalities, not from promotional posts. Share information, ask questions, and get visitors to your page interested in carrying on a conversation.

3. Engagement Only Happens if People are Encouraged to Enagage

We noted above that you’ll need to post updates with engaging content. Now you may find yourself, asking, “Well, how can I have engaging content that is short and simple?” There are two answers to that question that have proven effective and easy to use: questions and pictures. Images and questions prompting an answer have the highest engagement rates of any for of content on Facebook. By asking short questions or prompting a comment like, “Provide a caption for this image!” people are seeing far more engagement than they do with other types of posts.

4. Do Your Research

Those first three tips are a cakewalk. They’re easy to follow, easy to employ and do not require much more work than simply following the given steps. This last tip is a little bit trickier. If you want to capitalize on views, shares, comments and other engaging aspects offered on Facebook, you’ll need to do you research to find out when your optimal times to post might be. Luckily, Facebook Insights offers tons of great information that can help, but you will have to find it, study it and adjust your Facebook strategy accordingly.

If you follow these four steps you are sure to see quite a bit of improvement when it comes to your Facebook engagement. Can you think of any other helpful tips that will add to you engagement levels? Tell us in the comments below or on Facebook or Twitter!

Maximize Your Twitter Marketing Efforts

December 5, 2012/by Corey Padveen

How can you go about maximizing your twitter marketing efforts to get the most out of the social network?

Twitter is a phenomenal resource for any kind of business. The real-time conversational aspect that it brings gives it a certain unique feel and a environment apt for engagement, but what are some Twitter marketing techniques businesses should adopt in order to get the most out of it? Below are some of the top Twitter marketing strategies businesses can employ in order to capitalize on all that Twitter has to offer to businesses.

1. Be Authentic

Don’t automate your posts – no one wants to hear what a machine has to say as it randomly generates messages using your pre-loaded content. People follow you to hear what you have to say, so tell them! If you decided to take the stage, and hundreds or even thousands of people came to hear you speak, would you simply play a recording a leave? Probably not. And if you did that, di you think they would stay? Also unlikely. So share what’s on your mind and engage with an audience that is eager to hear what you have to say.

2. Engage!

People like to converse and be heard. As a brand, it is your responsibility to listen to the customer and engage with them wherever possible. Nowhere is it more possible than on Twitter! As we noted above, Twitter is an avenue build for real-time conversation. So when someone is engaging with your brand, it is always in your best interest to address their comment, be it positive or negative.

3. Avoid Self-Promotion

Sure, the end goal is to convert these leads into clients, but endless self-promotion is nauseating, and the only thing you’ll succeed in doing is alienating your brand. We noted this in an earlier blog post and we are sticking by it. Social media is not for self-promotion, but for brand promotion thriugh engagement. When people are loyal to your brand, they will convert into customers.

4. Create a Relevant Database

It might be nice to see that you have thousands of followers and are following thousands of others, but this might not mean you have an account full of quality. If the goal is sales, then you will want to have as many targeted followers as possible, and the same goes for those you are following.

Can you think of any other best practices when it comes to Twitter marketing? Tell us in the comments below or on Twitter!