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Therese Torris suggested me this her interesting and long article. Excerpted from it:
"Content curation help brands increase their visibility and their customer engagment.
- Content curation does help content discovery.
- Social content curation fosters customer engagement.
- Corporate curation tools help create a competitive advantage.
- But content curation is no panacea for failing content creation.
Most of us do “curate” content in that we collect, filter, edit, and re-dispatch online information related to the topics that are relevant to our friends and followers. We want to become the go-to person for our target audience on the topic we curate.
Content curation is much more than content aggregation. A brand curator handpicks the content that matches the interests of his target audience: He/she filters it to keep only the best. He/she also possibly edits and comments it, before posting the curated result on multiple media.
The emphasis is on “partly”: curation tools assist curators, they don’t do away with them as people able to make intelligent judgments about which content adds value to which topic and its audience.
***Content Curation Delivers Visibility and Engagement
By organizing their content around topics shared with their audience, brands active on social curation sittes increase their chances to be discovered in a relevant context.
Content curation does not only bring visibility, it also fosters customer engagement by adding external quality content that adds:
The original article is analyzed with more information and with examples about different content curation tools.
I thank Therese to mention me as her favorite curator. Thank you so much!
Read full article here: http://return-on-clicks.com/index.php/2012/06/content-curation-for-brands/
Check out also her presentation:
Via Giuseppe Mauriello
Why some social web platforms like Blogs or Pinterest can carry more trust and influence when it come to users making a purchasing decision.
We know people trust a recommendation from a friend more so than any other message they get bombarded with during the day. This is based purely on trust.
Trust drives action.
Excerpted from article:
"To get good at driving real change, you’ve got to define a CRO methodology. The real trick to improving your conversion is pretty simple: identify, and target the core barriers to conversion and then, scientifically test the changes. This is the good path that we advocate for all inbound marketers to follow.
At the heart of conversion rate optimization is the notion of removing barriers to conversion. These are the forces stopping your site from converting visitors into sales.
Barriers to conversion can include usability errors, weak persuasive techniques and often, page relevancy issues.
Here’s how we do it:
Step 1 – Set up Funnels
Setup your funnels and analyse the points where your users enter, until the point they exit. Try to identify the “missing links” or barriers to conversion.
Step 2 – Analytics
Find out what’s actually happening when people land on your site, analyse what they do, what keywords they discovered you for and where they land.
Usability tools such as ClickTale are also great for funnels and their form analytics reveal where users drop off along your forms. CrazyEgg is another simple and effective tool that we use for click density analysis.
Step 3 - Barriers
To identify barriers to conversion, you’ve got to build up a profile of people’s objections and opinions.
Tools such as Kissinsights, Pop-Survey, Kampyle are really good for page level surveys and pretty simple to setup.
Step 4 – Go Offline
If we know our target then the objective becomes easier. Study your website and understand your customers.
Speak to sales staff to learn the likely barriers they face when they sell and use the site.
Step 5 – Prospect for Missing Links
Study your website carefully and consider what you’re missing. For example, showing expert reviews, customer reviews, testimonials, or even taking the time to build a community.
Step 6 – Strengthen Average Order Value (AOV)
Step 7 – Wireframe the Solutions
We use tools such as Balsamiq and Cacoo to wireframe the solutions and then prepare hypotheses for testing. Test scientifically, the most important thing to take away from testing is to learn what works and what doesn’t and to keep building structurally to increase conversion rate. No guesswork!
Step 8 - Testing
We primarily use Google Website Optimiser (which is now becoming content experiments) and Visual Website Optimiser. There’s loads of split testing and multivariate software. But remember: it’s not the testing tool that increases your conversion it’s the ideas you put into it.
Step 9 - Review
Review your test, analyse the analytics, click density and form analytics (ClickTale) and compare it to the original page, check the difference.
Tracking AOV and revenue is so important when testing. Structure your follow up tests and build on your success, or failure.
Step 10 – Rinse & Repeat
Repeat the process and keep building successful tests. Each time you test and find winning variations, you build up a portfolio of increases. Conversion rate optimization is an iterative process, which builds on the success of the previous test.
Read full article here: http://j.mp/MzYuQ9
Via Giuseppe Mauriello
...As a part of my quest to rally my communications friends into tech testing mode, this post introduces a tool I’ve discovered to create custom Infographics. It’s called Easel.ly and it’s simple to use. You don’t have to be a designer by trade to develop colorful and creative visuals. And, with Infographics being “all the rave,” why not use some of the first-hand research you’ve uncovered to visually illustrate unique information about your client, product or cause.
Here are some tips to using Easel.ly that will help you create one of a kind Infographics with the potential to spark conversations and great collaboration with your stakeholders....
Via Jeff Domansky
From the original article: "In the biggest study of its kind, we have found that there is strong correlation between the amount of tweets about a URL, and its Google ranking.
1) Study shows that URLs receive a significant boost in Google rankings when they are shared on Twitter
2) The effects of this boost seem to level out at around 50 tweets, and the subsequent benefit of gaining additional tweets is minimal until around 5,000 tweets
3) After 5,000 tweets the average ranking of URLs improves considerably
4) Average rankings are heavily correlated to the number of tweets about each URL".
You better read it. 8/10
Full article: http://www.branded3.com/tweets-vs-rankings
Via Antonino Militello, Robin Good
This Infographic clearly outlines the pillars of a great startup pitch, while also outlining six steps towards crafting that successful pitch.
Along with this graphic, check out Robin Wauters’ one-sentence startup pitch outline.
Emphasis on the importance of having a concise, value-driven message, and Wauters’ one-sentence outline is the perfect way to suss it out.
If you’re still itching for more resources on writing a perfect pitch, check out some additional tips on Mashable and ReadWriteWeb.
By Michal Ugor -- http://bit.ly/N0gAJN
Chas Begley: Smashing Magazine's Brad Shorr explains how content creators can benefit from changes to search.
These include being able to take advantage of:
1. Personalised search
2. Social shares
3. Increasing search segmentation
4. Increase quality and transparency of search results
5. Using Google+ and the Rel=Author Link
A highly recommended post that can be read here: http://goo.gl/2nQH5
Via The Write Connection, Martin (Marty) Smith, malek
I selected this infographic and article from Trip & Travel because they clearly show the huge impact on the travel industry but it also applies to every industry across the world.
Take a look at the Four Pillars Fascinating look at how technologies and social media impact consumers at every level of their purchasing decisions
** My comment: It's all about building relationships and community. Understanding how and when to communicate with these people on a consistent basis. Once you understand this social media and technology are great tools to move your business forward. It's always great to see results in other industries to inspire you!
Here's what caught my attention:
**people are constantly using their smartphones, whether they're traveling or not constantly posting picture, reviews
**52% of Facebook users said their friend's photos inspired their holiday choice and travel plans -word of mouth advertising, recommendations from friends in your networks is the most powerful way to sell your products and services
**92% of consumers actually said they make their travel decisions based on trusted sources
**30% of consumers said they use their mobile apps to find travel destinations and accomodations - the point is, they're "plugged into their networks whether they're traveling or not"
Selected by Jan Gordon covering "Content Curation, Social Business and Beyond"
Read article and see infographic here: [http://bit.ly/NWAJOs]
Via janlgordon, malek
Robin Good: If you are looking for some real-world examples of big brands using content curation to increase the effectiveness of their marketing and visibility campaigns, you may find it helpful to look at this four big brands examples:
1) Gilt Group blog
2) BMW TV
3) Burberry's "The Art of Trench"
4) Lexus on social media
Full article: http://blog.newscred.com/?p=3144
Via Robin Good
Today marks one year since Google+ came onto the social media scene.
A year has passed since Google launched its social platform, Google+, and while some users complain that the social network has become an echoing abyss, many brands would argue the opposite.
Brands and companies have been using Google+ since November 2011, when the network rolled out to businesses and other non-individual entities. The new social arena provided an opportunity to strengthen relationships with consumers and make up for any lack of success on other social networks, such as Facebook or Twitter.
READ FULL ARTICLE for the 10 brands who are seeing success on Google+
Via Neil Wilkins