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How to SEO on the right side of Google in 2013 - Fourth Source

How to SEO on the right side of Google in 2013 - Fourth Source | social media | Scoop.it

Digest...

 

I believe that engaging content should be at the heart an SEO plan with keyword research as its foundation. The other elements are still vital and form the core structure, however the focus is on the former should the structure be correct (which is still very important).

 

1. Build the right foundation. It may be tempting to start doing SEO without carrying out an in-depth Keyword Research phase but this can be one of the biggest mistakes that people make, especially as the search terms are the foundation of all our “SEO” work going forward.

 

2. Using Keyword Groups or supporting keywords can be much easier to achieve your overall goal. Optimising and including keywords which support an overall high volume and broad keyword achieves the same goal but with far less competition and more ease. For example, ranking for “best architect in surrey 2013” will be much easier to achieve than “architect” or “best architect” but they all work together to optimise for the head terms and can show success along the way to achieving your main goal.

 

3. Get focused! Treat it as if you are initiating a sales call and you are trying to identify whether this potential customer is wasting your time or not.  You increase the chance of a sale by using qualifiers. In the sales world it’s the four W’s – Who, What, When, Where, but relating it to search these still apply.

 

4. Take it to the Tools. Once you have brainstormed with the broad and targeted keyword areas along with the qualifiers, this is when you can take it to the keyword tools. There are obviously many tools available and we all have our own personal favourites but my favourites include Adwords Keyword tool, Keyword Spy and Ubersuggest which uses Google’s autocomplete data to suggest keywords.

 

5. Make your case. When I’m trying to find out how hard it will be for a client to rank for the chosen terms I use a few tools but I always start by running a few manual search queries on the terms to see what the competition is like. I go into Google and search for a few terms taking down the top competitors and collecting their URL’s to take into Moz’s opensiteexplorer comparison tool (OSE).

 


Via marketingIO, Samia Soudsane
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marketingIO's curator insight, June 13, 2013 11:58 AM

Great insight! It just reinforces what the basics are for SEO before anything else: great content that is SEO-optimized.


  • See the article at www.fourthsource.com
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Rescooped by Samia Soudsane from The MarTech Digest
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Marketing Technology Insights: The Marketer's Essential Marketing Technology Stack

Marketing Technology Insights: The Marketer's Essential Marketing Technology Stack | social media | Scoop.it
What are the most important tools a marketer needs to complete his or her marketing goals and business objectives?

 

Digest...

 

The marketer's essential marketing technology stack is:

Marketing Automation: The organizations who can adopt and master it fastest will be the ones that outpace their competition. As with everything, of course, if the attempts at marketing automation do not align with marketing and business objectives, then it will probably be a waste of time.Content Management: What also makes content management systems powerful from the marketer's perspective is the ability to create websites with dynamic, personalized content. A (good) CMS provides marketers with the tools needed to create a very specific user experience and engagement plan. Marketers can effectively map out the paths they want their visitors to take when they visit the organization’s web site.Portals and Collaboration:  Another type of portal is a sales portal. Employees can log in and see the progress of the other salespersons in the organization. It has a competitive aspect, and this type of portal isn't limited to just the sales department. The portal could represent how each franchisee is performing in the region and other franchisees can compete to increase their revenue or decrease whatever negative metric they want. Perhaps a law firm has a portal that keeps track of all the cases acquired and won per lawyer, and when each lawyer logs in to the portal, they are notified of their current standing.Social Media: You've probably seen it before, but if you've ever opted to "log in with Facebook account" on a website, you just participated in a marketer's attempt to better understand you as a user. Marketing can collect valuable data from their users by integrating social into their digital marketing plans. Not only that, but marketers can then recognize and better serve users as they hop through different channels - both socially and internally. 
Via marketingIO
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marketingIO's curator insight, June 13, 2013 2:12 PM

What's missing? Analytics engine across the whole stack. Regardless, a great way to look at the industry, although more than a few pieces are missing.


  • See the article at www.marketingtechnologyinsights.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
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AXE Canada wins big with its first eCommerce launch!

AXE Canada wins big with its first eCommerce launch! | social media | Scoop.it

We've all seen the "Leave a Man, Come Back a Hero" TV spots for AXE's Apollo Space campaign. Another way that that the personal care brand has added onto this IMC is through the eCommerce activation. AXE partnered with online beauty and grooming retailer Well.ca to offer fans the chance to try the Apollo products before it hit traditional “Brick and Motor” stores such as Shoppers Drug Mart. AXE consumers would benefit from exclusively sampling the products before their peers and having the convenience of the product delivered to their doorstep. AXE used its AXE Canada Facebook page, with over 340,000 fans, to draw attention to the Apollo Well.ca page. This was the first eCommerce activation orchestrated by Unilever Canada and due to the large success one can predict that the personal care brands will continue to enter this growing landscape. 

 

Although the IMC as a whole is affective, one would argue that the online purchasing aspect is a hybrid of cognitive and conative. For consumers that are more inclined to purchase online and more comfortable with online purchasing this becomes an impulse purchase and is more conative. However, if the consumer is not showing a greater propensity of consume online it is a cognitive purchase and the consumer purchases online because of the convenience of purchasing online and the exclusivity of receiving a product that is not yet released. Due to the functionality of the eCommerce website the stage of the buying process is obviously the purchasing area.

This ultimately will achieve the same objectives as the TV spot. AXE wants to appeal as a relevant brand to younger consumers and one of the best ways to do so is buy using a tool that reflects and embodies the consumers’ digital literacy. By occupying the eCommerce landscape, an area that the target is already comfortable with, AXE can achieve it’s communication goals all the while driving trial to the AXE Masterbrand. If more consumers who use one AXE products start using more products within the portfolio AXE can own the consumers grooming regime and ultimately win the category.

 

Brendon Holder, 06096125, COMM335-02; campaign, eCommerce, digital, IMC, purchase behaviour;

 


Via Joachim Scholz, PhD
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Stella Gao's comment, March 21, 2013 6:58 AM
AXE uses advertising and promotion to get attention from consumers, and start building the relationship between them quickly. The marketers using good marketing strategies,such as advertising and promotion, for both short-term and long-term effects. This is a really good case study to show that using appropriate marketing strategies is important to business.
Bk Chin's comment, March 21, 2013 6:58 AM
This gave me a better understanding of how to create customer relationships and value through marketing as well as that organisations need to focus on assessing and satisfying consumer needs; including money and time cost.
Sharrock's curator insight, October 14, 2014 11:52 AM

has the word "conative" in it.

Rescooped by Samia Soudsane from Public Relations & Social Media Insight
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Coca-Cola Clarifies: Social Media Is "Crucial" & Drives In-Store Sales

Coca-Cola Clarifies: Social Media Is "Crucial" & Drives In-Store Sales | social media | Scoop.it

A Coca-Cola executive threw cold water on social media buzz earlier this week when he told an advertising conference that the company doesn’t see a relationship between online buzz and the company’s short-term product sales. ... After the AdAge article created a lot of buzz this week (ironic, isn’t it?), Coke went out of its way today to emphasize that social media plays a “crucial role” in its online marketing, and has been driving in-store Coke sales. Wendy Clark, Coca-Cola’s Senior Vice President of Integrated Marketing Communications and Capabilities, wrote a response to the conversation on the company website: None of our plans are simply social, or TV, or mobile or experiential. On the contrary, it’s the combination of owned, earned, shared and paid media connections – with social playing a crucial role at the heart of our activations – that creates marketplace impact, consumer engagement, brand love and brand value. Reach, engagement, love and value are the markers of success we use for our campaigns. We measure these in a variety of ways, often with our media partners. In beta testing with Facebook, we’ve been able to track closed-loop sales from site exposure to in-store purchase with very promising initial results that are above norms for what we see with other media....


Via Jeff Domansky
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Sisyliana Halim's curator insight, August 21, 2013 2:39 AM

 This article shows the importance of intergrating the social channel into the brand you are working for or trying to promote. Coke states that social is crucial espically in this day and age where social media plays a crucial role in its online marketing. The senior Vice president stated a very important thing which is " None of our plans are simply social, or TV, or mobile or experiential. On the contrary, it’s the combination of owned, earned, shared and paid media connections – with social playing a crucial role at the heart of our activations – that creates marketplace impact, consumer engagement, brand love and brand value."

 

Which is true because i think without intergrating other concepts into the way we market it would not be as effective as they would like. Using a platform such as Facebook, youtube and Twitter in the right way allows these intergration to be successful, if not i beleive that cokes marketing campaign would not be as effective as they would like. Again we have to start thinking about effectively using the different social media platforms we are given today and intergrate that to the differnet segments and target markets we are trying to aim for. 

Sean Peh's comment, August 22, 2013 6:25 AM
If it wasn't obvious enough, by now everyone should be able to agree that social media is one of the biggest things in the world and almost everyone uses social media such as Facebook, Twitter, Youtube, etc. As was mentioned, even one of the biggest if not the biggest brand which is coke uses social media to promote and create awareness for its brand.
Thapthim (Thim) Phithak's curator insight, August 22, 2013 11:51 PM

This article evident that advertising their coca cola brand through social media is the most effective way. It talks about the importance of integrating the social channel, coca cola clearly state that social media is crucial, by advertising the brand through social media will make the brand become more recognise or sustain its recognitions world wide. I agree with the article since most social media are easy to access plus cheap, so why not use it as their advantage to be successful.

Rescooped by Samia Soudsane from social media
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Marketing Technology Insights: The Marketer's Essential Marketing Technology Stack

Marketing Technology Insights: The Marketer's Essential Marketing Technology Stack | social media | Scoop.it
What are the most important tools a marketer needs to complete his or her marketing goals and business objectives?

 

Digest...

 

The marketer's essential marketing technology stack is:

Marketing Automation: The organizations who can adopt and master it fastest will be the ones that outpace their competition. As with everything, of course, if the attempts at marketing automation do not align with marketing and business objectives, then it will probably be a waste of time.Content Management: What also makes content management systems powerful from the marketer's perspective is the ability to create websites with dynamic, personalized content. A (good) CMS provides marketers with the tools needed to create a very specific user experience and engagement plan. Marketers can effectively map out the paths they want their visitors to take when they visit the organization’s web site.Portals and Collaboration:  Another type of portal is a sales portal. Employees can log in and see the progress of the other salespersons in the organization. It has a competitive aspect, and this type of portal isn't limited to just the sales department. The portal could represent how each franchisee is performing in the region and other franchisees can compete to increase their revenue or decrease whatever negative metric they want. Perhaps a law firm has a portal that keeps track of all the cases acquired and won per lawyer, and when each lawyer logs in to the portal, they are notified of their current standing.Social Media: You've probably seen it before, but if you've ever opted to "log in with Facebook account" on a website, you just participated in a marketer's attempt to better understand you as a user. Marketing can collect valuable data from their users by integrating social into their digital marketing plans. Not only that, but marketers can then recognize and better serve users as they hop through different channels - both socially and internally. 


Via marketingIO, Samia Soudsane
more...
marketingIO's curator insight, June 13, 2013 2:12 PM

What's missing? Analytics engine across the whole stack. Regardless, a great way to look at the industry, although more than a few pieces are missing.


  • See the article at www.marketingtechnologyinsights.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us
Rescooped by Samia Soudsane from The MarTech Digest
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How to SEO on the right side of Google in 2013 - Fourth Source

How to SEO on the right side of Google in 2013 - Fourth Source | social media | Scoop.it

Digest...

 

I believe that engaging content should be at the heart an SEO plan with keyword research as its foundation. The other elements are still vital and form the core structure, however the focus is on the former should the structure be correct (which is still very important).

 

1. Build the right foundation. It may be tempting to start doing SEO without carrying out an in-depth Keyword Research phase but this can be one of the biggest mistakes that people make, especially as the search terms are the foundation of all our “SEO” work going forward.

 

2. Using Keyword Groups or supporting keywords can be much easier to achieve your overall goal. Optimising and including keywords which support an overall high volume and broad keyword achieves the same goal but with far less competition and more ease. For example, ranking for “best architect in surrey 2013” will be much easier to achieve than “architect” or “best architect” but they all work together to optimise for the head terms and can show success along the way to achieving your main goal.

 

3. Get focused! Treat it as if you are initiating a sales call and you are trying to identify whether this potential customer is wasting your time or not.  You increase the chance of a sale by using qualifiers. In the sales world it’s the four W’s – Who, What, When, Where, but relating it to search these still apply.

 

4. Take it to the Tools. Once you have brainstormed with the broad and targeted keyword areas along with the qualifiers, this is when you can take it to the keyword tools. There are obviously many tools available and we all have our own personal favourites but my favourites include Adwords Keyword tool, Keyword Spy and Ubersuggest which uses Google’s autocomplete data to suggest keywords.

 

5. Make your case. When I’m trying to find out how hard it will be for a client to rank for the chosen terms I use a few tools but I always start by running a few manual search queries on the terms to see what the competition is like. I go into Google and search for a few terms taking down the top competitors and collecting their URL’s to take into Moz’s opensiteexplorer comparison tool (OSE).

 


Via marketingIO
more...
marketingIO's curator insight, June 13, 2013 11:58 AM

Great insight! It just reinforces what the basics are for SEO before anything else: great content that is SEO-optimized.


  • See the article at www.fourthsource.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us
Rescooped by Samia Soudsane from (Media & Trend)
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USA Network Brings Advertisers into Its Social TV Journey

USA Network Brings Advertisers into Its Social TV Journey | social media | Scoop.it
. Jesse RednissSVP, DigitalUSA Network

In his role at cable television channel USA Network, Jesse Redniss heads digital strategy for the network’s portfolio of TV shows.

 

More recently, Redniss, along with some large brand advertisers, spearheaded a number of innovative social TV efforts. He spoke with eMarketer’s Lauren McKay about USA’s social TV activations and why the network is seeing more brand advertisers become interested in infusing TV programs with social media.

 

eMarketer: How does USA Network approach social TV?

 

Jesse Redniss: We are looking at social TV to extend our storytelling capabilities. That’s derived from the show creative, producers and writers. And then we work with all that content and our talent to start figuring out the right creative executions for the fan base. We’ve launched six shows this summer season and each show property has its own unique social TV offering. In a way, social TV has become an umbrella philosophy or strategy for USA’s digital, social and mobile executions.

 

eMarketer: USA Network launched its own social platform, Character Chatter, two years ago. How have brands gotten involved in that platform?

 

Redniss: The Character Chatter platform has become the central hub for real-time participation while our shows are on. It’s an aggregation of real-time conversation from Facebook, Twitter, YouTube videos, Get Glue check-ins, Viggle check-ins; it continues to gain a lot of momentum and popularity.

“The Character Chatter platform has become the central hub for real-time participation while our shows are on.”

A lot of other networks are launching very similar community-building platforms. CBS just announced its CBS Connect platform, for example. We’re trying to bring brand advertisers into the conversation. When the Ford Fusion, for example, is integrated into an episode of “White Collar,” it’s then easy for us to promote that positioning or brand integration in platforms like Character Chatter. When working with advertisers we take a “created with” approach. We don’t want people to view something as an ad, we want people to view it as added content to their “White Collar” show experience.

 

eMarketer: What other social TV brand programs have you launched?

 

Redniss: For Ford and “White Collar,” we created a very deep, immersive gaming experience tied to the show. The game is a treasure hunt that takes place around the country. The Ford vehicle is an integral part of using the map function and some of the Ford brand positioning enhances the map experience.

We’re also doing an interesting choose-your-own-adventure video series with Capital One and the show “Covert Affairs.” Fans can come in and decide the outcome of the videos—whether the characters turn left or right. We are putting the story in the hands of users and viewers to be active participants in how the story unfolds.

 

eMarketer: Do you have any examples of using second-screen apps?

 

Redniss: We launched a Viggle program for “Covert Affairs ” with Capital One. Viewers using the Viggle platform can access interesting plot points, Q&As, live polls—things like that—while watching the show. Because Capital One’s brand positioning is Double Rewards, using the Viggle platform actually makes a lot of sense. As viewers check into the “Covert Affairs” show and earn rewards, we’re offering Viggle users double points on the platform as well as double points on the USA affinity platform, Covert Operatives.

“The second-screen execution provided fans with extra, behind-the-scenes content they couldn’t get unless they were participating in the app.”  

eMarketer: USA has also tested ads that synchronize to TV spots in real time. What success have you had with that?

 

Redniss: We did a few test executions with SecondScreen Networks and saw promising results. We launched it with “Necessary Roughness” and our brand advertiser Lincoln at the end of last year. The second-screen execution provided fans with extra, behind-the-scenes content they couldn’t get unless they were participating in the app.

I think we’ll start using more of this technology once it becomes easier to implement on the media-trafficking side. The key is getting the on-air 30-second spot to then trigger a second-screen digital execution. You have to have an ad agency that understands how to actually slot all that together as one common execution.

 

eMarketer: Do you have any other predictions for how social TV is going to play out? Any opportunities that you think are untapped at the moment?

 

Redniss: The term social TV is just going to go away. It’s going to become the way that we all do creative executions across multiple platforms while engaging with users. I also think we are going to see an adoption explosion as cable companies start devising more second-screen companion experiences and the electronic programming guides include some type of visual indicator letting subscribers know of the enhanced program that goes along with the show.

All the big cable companies are talking about striking deals with Facebook and Twitter. Channel surfing will become very social and personal. You’ll be able to go to the program guide and see that three of your friends are logged on with Facebook and are watching “Top Chef.” You can then watch with them and interact with them. It will be exciting on a number of levels, because it will legitimize the space. It will also showcase the programs in a way that every American is used to: channel surfing.

 


Via Virginie Colnel
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What makes Coca-Cola the No-1 SuperBrand in Social Media?

What makes Coca-Cola the No-1 SuperBrand in Social Media? | social media | Scoop.it
Who else has completed more than 80 years of Olympic Partnership with largest-ever activation? Which brand has ever covered more than 275,000 miles across

Via Kat Ford
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