Archive for Branding

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

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The De-Evolution of Advertising

Posted in Media, social media with tags , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , on July 14, 2008 by mediapirate
De-Evolution of Advertising

In the beginning… Advertising was a word of mouth business. One person would communicate to another about a crazy new innovation like fire, the wheel, etc. and that person would pass it to the next and on and on. This communication made it possible for the world to grow and overcome obstacles improving the quality of life.

Advertising then became more clever with the advent of new technologies and studies. Research was done on keywords, unique selling propositions, primal behavior and targeted manifesto’s making it considerably easier to convert a potential consumer into a buyer. Combined with television, print, billboards, etc. Thus advertising had become a game of numbers. The companies that could afford to get their message in front of as many people as possible usually succeeded due to brand recognition and superior marketing while the smaller companies that couldn’t keep up with the cost incurred from the design and placement of traditional media were left without a way to communicate to the masses and thus typically suffered.

Unfortunately though, people don’t like to be generalized and herded like cattle (Actually, I doubt cows do either but that’s a whole separate topic) and have begun to think for themselves again. This has resulted in our landscape changing again. Free and cost-effective tools now exist that allow the general populace to choose who is marketing to them and how. The consumer no longer wishes to have brands forced down their throats. Not when they can decide how they receive their information.

E-commerce sites can make the smallest shop appear the size of any Super-Target, the advent of TiVo has allowed consumers to rid themselves of the majority of TV advertising and search engines have allowed people to research product and news of choice bypassing print and TV for the most part. Social Media has brought the advertising model full circle and now allow people to once again communicate their biased or unbiased opinions allowing the consumer to once again be in control of the products that will succeed or fail, determine which news is important, and support a local business in a overcrowded market.

I guess all that remains to be seen is if the smaller businesses take advantage of this situation or not. Smaller businesses are typically late adapters due to financial restraints, lack of education and lingering doubt. Without the prohibitive costs to deter you can you really justify missing this opportunity because you were unwilling to learn and adapt?

Quantity vs Quality

Posted in Media with tags , , , , , , , , , , , , , , , , , , , , on March 27, 2008 by mediapirate

I’ve been thinking a lot about the quantity of media lately and if it’s as effective as it should be.

I was driving down the interstate and noticed about 10 billboards on each side of the road. They were so close together that as I drove by I realized I didn’t have enough time to really grasp the value that each one was driving as I tried to stay on the road. I caught a couple logos (I’m sure the golden arches were in there somewhere 🙂 ) but they were SO close that I didn’t even have time to read where to turn off if I was hungry. Has it really come to the point that marketing and advertising is strictly a case of brand recognition based on the number of times we can get a logo in front of our target? Because if thats the case then theres no point in doing quality creative work or even defining the value of our products.

As I walk down the street I see advertising and cross advertising everywhere but no real value proposition. I see Harley Davidson logos on trucks, Jimi Hendrix branded energy drinks and I feel like I am missing the point sometimes. Now this isn’t to say that I don’t believe that there is a time and place for cross branding, I would just like to see some sort of connection between the products.

I feel that this oversaturation is not only diluting our messages but we end up with our lives covered in advertising without the element of choice involved. There’s even a Kentucky Fried Chicken Logo visible from space. Thats a high class way to introduce new life to our planet!

I’ll get off my soapbox now though, because I do see a change happening now with the onset of social and viral medias and I think that it could really change how we position advertising and how the public receives it. This is not to say that billboards or traditional medias will go away because that’s just not going to happen. The point is that now the consumer has the choice and its the message we present that will determine whether the consumer passes it on or endorses it themselves. I feel that this will really give us a chance to start communicating again with the end users.

Please feel free to comment. I would love to hear any views. That said I will leave you (and contribute to social media by choice) with one of my favorite social marketing links Will it Blend! (If you haven’t seen this you really should)

– Scott