Archive for the Twitter Category

Blood from a stone II – Discovering the ROI within your social media campaign – The ROI of SEO (Search Engine Optimization)

Posted in Media, social media, Twitter with tags , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , on April 13, 2009 by mediapirate

Another way that social media can truly impact your bottom line is in terms of your SEO. To be honest, these days it’s pretty difficult and considerably more costly to manage an effective SEO campaign without utilizing social media. Social media’s power to drive SEO is actually quite incredible, and properly utilized it can assist you in minimizing your overall PPC (Pay Per Click) maximizing your organic search while building overall traffic and reach.

Social media allows you to build an incredibly strong organic search structure built on a foundation of community development. So how can social media strengthen your SEO campaign while saving you money?

Brand Engagement
Building a community around your brand is one of the best things that you can do in terms of strong SEO. By developing and nurturing a community you increase your chances for discussion and the potential of brand advocacy. This means the potential for independent reviews increasing the inbound links and dynamic content (discussed in the next points) while reaching an audience that you possibly never had access to before. The conversion of even one brand advocate can be of significant value in terms of raising your search engine ranking. Your online community build is simply the key to top rankings in the long term.

Inbound linking
As any SEO professional will tell you, inbound links (Coming from professional and related sites, i.e. good neighbors) are a great way to boost your overall search rankings. Social media can yet again help you in this regard. By linking back to your own sites from your profile and getting your social media audience to broadcast these links within their stream you not only gain immediate traffic but you develop a very strong foundation of inbound links. Granted, the nofollow tags on sites such as Flickr and Twitter can minimize the overall link value but I believe the value is still passed at a lower value. So while nofollow makes it possible to debate the link value these links do get put into Google and Yahoo’s backlink checker and nofollow still allows spiders to cache and index them. An additional way to build a strong backlink structure is by publishing RSS (Really Simple Syndication) feeds from your social media sites and submitting them to aggregators such as Ping-O-Matic and Technorati.

Dynamic Content
Social media portals such as blogs and microblogs allow you the potential to provide dynamic, ever changing, keyword dense content for the search engines to index. Providing relevant and keyword dense content to the search engines on a regular basis is a great way to make it to the top of SERP’s (Search Engine Results Pages). The more independent portals that house this content and link back to your website the better. Just make sure you have the resources to manage and update these portals.

Traffic Generation
At the mere click of a button (Digg, StumbleUpon, Reddit, etc.) you have the potential to send thousands of interested potential clients to your site or blog. If you’ve written some great content there are really good odds that by the next day you will have a decent stream of targeted traffic as well new inbound links. You really can’t pay for that sort of immediate response. A subscriber based service such as Twitter or Plurk can also be used to drive effective and targeted traffic but careful attention must be paid to avoid spamming your followers. RSS feeds are particularly useful as they are subscriber based and the XML code is very indexable by search engines.

So while SEO may not directly convert to a specific dollar figure it does bring the traffic to your door and opens up the opportunity. Social media just allows you to target your audience more precisely, engage them immediately, allow them to help you do the work of building your online brand and gauge how your money is working for you. Can you really say that about your PPC campaign?

Please feel free to ask me any questions. I would love to hear from you.

Join me next time for: Blood from a stone III – Discovering the ROI within your social media campaign – The ROI of Online Reputation Management

Blood from a stone – Discovering the ROI within your social media campaign – Targeted and Untargeted Engagement

Posted in Media, social media, Twitter on March 16, 2009 by mediapirate

It’s the variable that all of us are looking for within this brave new world of social media. I constantly hear clients say “I don’t get it? How am I supposed to make money with this?”. It’s a simple question but it’s not such an easy one to answer. Traditional media has forever spouted their (usually) fabricated analytics that state that x number of people purchase this media source and our extensive focus group studies have shown that 12% of this demographic will consume your advertisements and out of that number 10% will initiate contact. As a Creative Director I have seen booklets upon booklets of these analytics over the years and very rarely have they ever been true to form. Typically, these analytics have been tailored to lull you into a comfort zone of parting with your money. After all, they wouldn’t show you these analytics if they were horrible.

Anyway, back to social media. It’s not a place where conventions such as analytics have really been defined. Why haven’t they been defined as of yet? Well this answer is easy, because nobody knows what social media “can” do for them. Sure, there are tons of “want to be” analytics that track how many people you follow and how many times you message but all of these analytics are useless unless you have define-able goals and understand the potential of the tools. Now instead of going into a rant explaining all of the ways that people are using the technology incorrectly I’m going to showcase some true ways to showcase your ROI in the social media realm. So within my next number of entries I am going to touch base on these specific aspects of social media and how they can affect your bottom line either making your company money or saving your company money.

1) Targeted and Un-Targeted Engagement

2) SEO (Search Engine Optimization)

3) Reputation Management

4) Brand Awareness

5) Warm Lead Sales Structure

6) Database build

So for the first entry in this series we will discuss one of the most obvious elements that can be a positive ROI structure;

Targeted and Un-Targeted Engagement

If you are unaware of the term engagement, in marketing what it generally refers to is communicating, and in marketing it’s typically with your audience or target. In traditional marketing this was typically “blind” or one-sided engagement. Meaning that you spoke and the audience listened. Or…they didn’t. In traditional marketing you designed your collateral with a “pull”, such as “Call today!”. Basically trying to get the end user to decide to call you on their own. Another technique to reach the end user is called a “push” this is where companies try to engage with you such techniques as cold calling from purchased lists. A very intrusive form of marketing that annoyed more than engaged.

Now I do have a point to all of this. In order to know what you are gaining you have to know the options that were available previously. Now with social media you have the opportunity to follow and track your target demographic and their conversations with search tools. This aspect is a much more honest representation of a focus group as far as I’m concerned because by following conversation you aren’t indirectly affecting it. By following them it also gives them the opportunity to follow or friend you. This is an unobtrusive form of marketing as they have decided to opt in and listen to what you have to say. It also makes them a more engaged consumer. This sort of targeted marketing is close to impossible to achieve with traditional media as you can’t choose your end users.

Another reach that I find just as powerful is the un-targeted engagement. These are the people who aren’t in your target demographic that decide they would like updates from you. This is a powerful group because until social media you had no idea that they were interested in you at all. It’s a completely untapped market. This equals good! Now, it is true that they just might be trying to add to their numbers but that’s also pretty obvious to see when you decide if you would like to follow them back or not. Regardless, they expand your reach and may even know someone interested in your product.

So how do I determine a proper ROI from targeted and un-targeted engagement? Well, it’s too individualized and involved to explain the build of an ROI component entirely on a blog but this is a simplified version:

Cost savings on base focus group
You can now view a more accurate representation of your target demographic through the use of social media searching of key word phrases without the costs incurred within a traditional focus group.

Utilizing social media on average “push” marketing (cold calling and networking) campaign
Lower or eliminate costs by replacing your telemarketing or direct mail company with a much less obtrusive form of reach and minimize your out of office networking time by networking with targeted connections via social media.

Utilizing social media on average pull advertising (placement and development within traditional media)
Advertise and promote to your targeted demographic without the cost of placement and with the potential of immediate client engagement. Typically social media will reduce your overall design costing as well due to a large percentage of it being text based.

Defined sales from social media
Don’t expect your sales to be off the hook in this department. Sales can happen on social media but it’s usually the direct result of a great marketing concept or salesperson.

So there you have it. In terms targeted and un-targeted engagement it’s primarily a cost savings over the traditional media you have always utilized with a more effective unobtrusive reach. This isn’t to say that traditional media isn’t still valid. I still recommend traditional media on a regular basis but social media is certainly more effective in certain areas.

Please feel free to ask me any questions. I would love to hear from you.

Join me next time for: Blood from a stone II – Discovering the ROI within your social media campaign – The ROI of SEO (Search Engine Optimization)

Mediapirates Top Five Reasons To Use Social Media!

Posted in Media, social media, Twitter with tags , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , on January 14, 2009 by mediapirate

In the past few days I have used social media for so many things that I think I’m almost starting to take it for granted. It’s just SO convenient and I use it so much that I think that I would be lost if it suddenly disappeared. So for those of you not yet completely immersed in this fantastic new form of communication I present my top five reasons why you might want to consider it!

5) Driving Traffic – Who knows maybe this is how you found my blog! It’s just amazing how powerful social media is for driving traffic to your own media or things that you find interesting. I can’t tell you how many sites I visit daily because my social media community has recommended them. It would really show the power of social media traffic to know how you got here so if you get a moment leave a comment on this entry and just say how you found out about my blog.

4) Getting Work – Since starting our social media initiatives Sterling Cross Communications has received numerous business leads, speaking offers (Which have lead to business), partner projects and actual direct contracts. I believe that in the future this will be our largest segment growth for new business. Yeah, I know this one should have been higher but I like social media for so many other things than just work.

3) Searching For Talent Or Just Plain Advice – When I go to look for a specific talent or I need to know something, social media is the first place I turn. I can’t even tel you how many times I have needed to know something specific or needed a very specific service and have found it in my network. In fact last night I was looking for a PR arm in Ohio and within six minutes I received well over 30 responses! These people are amazing!

2) Posting Media – Posting my photos, videos, blog entries, etc. and being able to share these moments instantly with family and friends. Allowing people to share my life from a distance is very important. My girlfriend lives in Fargo, my daughter and friends live in Calgary AB, Canada, and my parents go between a lake place in Canada and a winter place in Texas so you see how crucial communication is to me. My social media campaigns allow me to feel connected to all of the people that matter in my life and that really rocks 🙂

1) Community – My favorite part of social media without a doubt is being part of something bigger and being able to rely on the support of a community. The reach of social media is truely unlimited and I have met some fantastic people that without social media I never would have met. Some help me in business (I hope I do the same for them as well) and some I just like to chat with but regardless of the reason the world seems just a little bit smaller.

If you ever had doubts about the value of social media I hope this helps. Please feel free to add me and say hi! Below is a list of just some of the social media portals I am on. If you have any questions or comments I would love to hear from you.

All the best,
Scott

Myspace
Facebook
Plurk
Twitter
Friendfeed
Jaiku
LinkedIn
Hellotxt
Pandora
Mashable
plaxo
Ping FM
Hi 5
tagged
youare
Pandora
Blip.fm
Wordpress
youtube
bebo
yammer
tumblr
technorati
Flickr
ReJaw
Brightkite
Identi.ca
Kwippy
Utterli
Mahalo
poprl

Back to Social Media Bacak’s (Basics)

Posted in Interesting, Media, social media, Twitter with tags , , , , , , , , , , on December 2, 2008 by mediapirate

I really wasn’t prepared to do another blog so soon but a situation happened this morning that changed my mind. This morning we were shown how social media in the wrong hands can create a backlash go viral and destroy a reputation.

The unfortunate target of discussion is a man named Matt Bacak (@mattbacak on twitter). I don’t know Matt. In fact all I know is what his bio says “Husband, Dad, Internet Marketer and Entrepreneur”. This guy could be a perfectly nice guy. The only problem is he released this. It’s a press release where he states “Anyone can call their promotional abilities ‘powerful’ but I actually prove that mine are,”. The problem is that this type of ego really contradicts the the overall social media mentality which is basically “It’s not about you, it’s about the overall community”.

The backlash that I mentioned earlier is shown here. Hundreds of comments naming him as “The Biggest Douche In Social Media”. I know, you all want that title 🙂 He has even been featured on Digg with this title (Matt Bacak on Digg) and at the time of this post has 197 Diggs. At this point it has gone viral and there isn’t much he can do about it.

I feel bad for Matt but this is what happens when you enter social media with a traditional marketing stance. Social media followers need to feel special and not like numbers. When someone goes and states that they are more powerful than everyone else due to their excessive follower numbers their followers end up feeling more like a stepping stone than a part of the bigger picture. It also didn’t help that Matt was only following back 32 people of the 1800 that followed him.

Let me know what you think of this situation. Do you think this punishment was warranted? or was it too harsh? How would you deal with a situation like this if you were Matt?

The Real Questions Behind Social Media In Business

Posted in Media, social media, Twitter with tags , , , , , , , , , , , , , , , , , , , , , , on December 1, 2008 by mediapirate

So what is this social media thing all about? Do I get a blog started, or maybe chat with people about nothing on strangely named applications like twurk or plitter (Yes, I realize that’s not what they are called)? Can I make money with social media? Will my business look unprofessional in the context of social media?

The answer isn’t as straight-forward or as simple as “yes” or “no” but it’s not as complex as we seem to make it either. We have just been asking the wrong question the whole time. While I do appreciate that blogs are read by a large percentage of people and twitter is growing at a record pace it’s about more than these simple stats. Here is the magic questions…..dun dun dun….Can this fit into my companies existing marketing strategy? Do I really know how to use social media? Does my target market exist on these platforms?

So it’s really not a question of the tools. It’s a question of strategy and implementation. So without knowing your marketing strategy or your target here are a few tips to help you avoid the old school interuption marketing approach within social media.

1) This is an important one: Follow all valid followers. I’ve said it a million times but I always get questioned on this. Social media isn’t social unless it’s a two way conversation. This isn’t advertising on TV, print or radio you need to listen even more than you talk.

Once you have followed all of these people how do you manage them and interact with them? This can be tricky because the more people that you have following you the harder it is to keep that personal touch, but it just requires a different perspective on the situation. Look at your social media following like it’s a party. While you can’t be involved in all conversations make sure you respond to the people talking directly to you within a fairly short period of time and engage in interesting conversations that occur.

2) Don’t use auto follow and more importantly don’t use auto follow with a sales pitch attached. This is another form of interruption marketing that might sound like a good idea but in a social media context it will not typically be received well. Social media is all about the conversation so if it isn’t something you would say to someone you’ve just met in a social situation then don’t say it here. Build your relationships and listen to what people need. Once they learn what you do they will be more than happy making use of your services and passing out references.

3) Use a picture of yourself. Sure, you may work for the biggest company in the world but social media is about the connection between individuals. Seeing a face will allow your audience to get to know you on a completely different level while building your own personal brand. An amazing example of this is Frank (@ComcastCares on twitter). Frank has changed many peoples views on Comcast as a company including mine but we all know him as Frank. If he was just a number within the company we wouldn’t have the faith in him we do.

4) Allow people to opt out. You can’t hold people hostage to your subscription services. Respecting peoples space is very important. I have seen numerous situations where followers have tried to unsubscribe to services for one reason or another and were unable to. This hurts your credibility and can cause followers to share negative opinions of you online which of course isn’t a great idea in terms of reputation management.

5) Don’t remove yourself from the conversation. Allow people to comment on your blog entries and media portals such as Facebook and Myspace. By disabling comments to protect yourself from outside opinions you remove yourself from the conversation. This means any chance of building advocacy or reputation management is lost. People will still share their opinions but now they will be forced to do so outside of your environment resulting in even less control. Address negative posts and thank the positive. Remember, sometimes losing control to a degree is the best way to maintain control.

Please let me know your questions and thoughts. Social media is ever evolving opportunity so jump into the conversation and maybe we can all learn something.

For more cool social media and business awesomeness check out Above the Buzz

Thanks,
Scott

Is too much social media a bad thing? (Part II)

Posted in Media, social media, Twitter with tags , , , , , , , , , , , , , , , , , , , , , , , , , on June 17, 2008 by mediapirate

In response to a comment from my last entry (Andy in specific) – I did tweet (a post in the twitter application for those not familiar with tweets) some time ago about the ineffective use of social media and how too many social media portals has the tendency to become advertising or spam. After a number of discussions with SM professionals though I decided to investigate some of them. I ended up applying for twenty or so to see what they were all about. I quickly found I didn’t have time to manage the relationship building. I then discovered hellotxt thinking it was a way to manage communicating to these multiple portals but this just wasn’t the case. I was only talking and not listening.

To me the “social” part of social media is the overall exchange of ideas, links, and conveying your overall personality in an online arena. This is something you just can’t get across if you aren’t actively reading and responding to other peoples postings. I have since ended up using my many accounts through hellotxt as a way to reach the masses and using the most active of my social media accounts to engage and showcase my presence. This still of course isn’t ideal but neither is being spread thin enough that I render them all ineffective.

So how do all of you manage your social media applications to effect. I know that my business audience would be greatly interested in your insight as would I. So please feel free to share your practices in as much or as little detail as you would like. Maybe we can actually find a way to manage our social media so we can have actual lives offline too.

By the way Arik, the link you sent me was great!

To check out all of the previous comments, Arik’s link and my last entry: Is too much social media a bad thing (Part I) click here

Also check out Em’s related blog here

Is too much social media a bad thing?

Posted in Media, social media, Twitter with tags , , , , , , , , , , , , , , , , , , , , , , , on June 13, 2008 by mediapirate

I’ve had much discussion lately about social media applications and how to adequately utilize them in order to expand a network. A number of people have said to me that in order to know the best route to take, you really have to subscribe to as many social media portals as possible and utilize them all. While I understand that developing a familiarity with all applications is ideal, is it really feasible? I mean, in order to see if one application is more effective you really have to commit yourself to it, and with the time required to develop real engaging relationships in a social media application is there enough time in the day?

Granted, there are ways to utilize technology to conserve some time while reaching the larger masses such as hellotxt which allows you to send out messages to multiple social media apps such as facebook, myspace, twitter, linkedin, (Even an Asian social network with the lovely name of feecle lol) and many, many more, but isn’t this closer to spamming than developing engagement? I am very torn right now due to my love of playing with new online apps and my need to effectively communicate.

Can we develop real engagement and response with multiple apps? Is it necessary to understand every app on the market? Is this a contest to see who can be found in the most avenues or is this a sad exercise in self gratuitous futility?

Please let me know your thoughts on this. I can be reached by:

email: scott at sterlingcrossgroup.com
LinkedIn: Scott Baird
Facebook: Scott Baird
Myspace: Scott Baird
Twitter: mediapirate
Plurk: mediapirate
hellotxt: mediapirate
Pownce: mediapirate
Jaiku: mediapirate
Blog: mediapirate.wordpress.com
etc……………………………………..