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Monthly Archives: August 2016

6 Ways Marketers Can Optimize Their LinkedIn Profile

With more than 450 million members worldwide, LinkedIn is the world’s largest professional network–and it’s growing every second. In fact, LinkedIn reports that people are signing up for the platform at a rate of two members per second. For many of us marketers, LinkedIn’s continued growth is no surprise. Not only is LinkedIn the place [...]

The post 6 Ways Marketers Can Optimize Their LinkedIn Profile appeared first on Online Marketing Blog - TopRank®.

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Snapchat Stories vs. Instagram Stories: Which Is Best for Your Content

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Which is best for you: Snapchat Stories or Instagram Stories? Understanding the unique differences and capabilities of stories on Snapchat and Instagram can help you determine where to invest your marketing time. In this article, you’ll discover the differences between Instagram Stories and Snapchat Stories. #1: How Content Posts Differ Snapchat lets you share your [...]

This post Snapchat Stories vs. Instagram Stories: Which Is Best for Your Content first appeared on .
- Your Guide to the Social Media Jungle

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How to Improve Social Media Posts With Custom URL Shorteners

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Do you want more brand recognition from the links you share on social media? Have you thought about using a branded link shortener? Shortening your links can help you do more than save character space in your posts. In this article, you’ll discover five ways a branded URL shortener can strengthen your social media presence. [...]

This post How to Improve Social Media Posts With Custom URL Shorteners first appeared on .
- Your Guide to the Social Media Jungle

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The Best Conversion Rate optimizers do NOT make changes to webpages…

…they make changes to thought sequences. This article shows how the most advanced optimization experts optimize for their customers.

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Producer’s Pick: 5 Call to Action Podcast Episodes to Put in Your Queue

Since launching the Call to Action podcast, we’ve had the opportunity to interview some of the industry greats, from HubSpot’s Ginny Soskey to NextView Ventures’ Jay Acunzo. It’s a tough job rounding up our favorite episodes (because, we love ‘em all) but someone has to do it. Enter Call to Action host Stephanie Saretsky. She has shared her top five episodes of all time. They’re actionable, hilarious and brimming with creative approaches to marketing.

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How to Get a More Engaged Audience With Your Social Media Content

On social media, increasing audience engagement is like keeping the attention of a two-year-old. There’s so many things published each day that we’re often Read more...

This post How to Get a More Engaged Audience With Your Social Media Content originally appeared on Sprout Social.

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Digital Marketing Spotlight: Amy Lamparske, Head of Social Media at 3M

Amy Lamparske

Amy Lamparske

One of the great benefits of social media is the dual effect of creating access to people of influence while helping individuals with expertise and points of view become influential themselves. One of my connections that serves as a great example of this is Amy Lamparske, Head of Global Social Media at 3M.

Local events and blogging undoubtedly created mutual awareness, but I didn't meet Amy in person until she was Director, Digital Marketing at Walmart and then again when she was Director, Digital and Social Media at General Mills. In her current role at 3M, I've been able to see Amy's thought leadership in action in situations ranging from being a keynote speaker at the first Brandwatch user conference to host of a Conference Board event on Social Media. Each time was a learning opportunity because Amy provides a view into enterprise social media marketing and advertising that is deep, insightful and fast moving. I'm not alone in this sentiment:

"Amy is a world class expert in social media strategy. She understands how to reach, influence and transform minds in the corporate setting and beyond. Genius and a fantastic execution partner!"
Kamal Manglani, currently Director at eBay

Amy has plenty of experience with large brand social media advertising, operations and governance, but I've chosen to focus on the topic of social media influencers. In this interview, Amy talks about how influencer marketing has had an impact on social social media marketing, how to activate influencers, scale influencer marketing in the enterprise and measures of success.

I believe in empowering small autonomous teams to plow through roadblocks and old school thinking.

You've worked for multiple global brands throughout your career, tell us what you’ve learned through your experiences?

Every company has so much potential in digital and social – it seems every executive leadership team sees the dollars and wants to embrace the opportunity. Change management and organizational readiness are the keys to driving transformation and enabling digital to thrive within large complex organizations. I’ve had some amazing sponsors throughout my career; a huge blessing that allowed me to have fun being a change agent - disrupting from the inside out. I’ve learned to be more patient and persistent while recognizing how best to influence, inspire and motivate others. I believe in empowering small autonomous teams to plow through roadblocks and old school thinking.

Brands don’t talk…People talk.

How are influencers, or how is influencer marketing changing your industry?

Early in my career, a close friend shared “brands don’t talk…people talk.” This remains true today – this space is about relationships not simply clicks. Plus, brands aren’t able to get as far as they once did with organic social. In terms of content creation, brands don’t need to be the experts anymore. What is shifting is we’re giving online influencers the ability, power and control to develop content on our behalf. Some large companies struggle with content creation while simply trying to remain relevant. It can be far more efficient and effective to go with a third party and look at their expertise, credibility and authority online.

Brands are partnering more and more with influencers to insert themselves, provide value or utility and share their stories. There’s tremendous value in speed to market activating the crowd. Buying behavior is shifting dramatically – we see an influencer publish content one day and the next thing we know, we are buying it. Influencers are growing trust, people relate to people like themselves, not always executives or celebrities.

How can brands best activate influencers to help share and promote brand content?

There are a lot of options for brands to partner and activate these days – technologies and solutions continue to sprout ongoing. I view partnerships both from a media standpoint as well as with customers to be a simple way to improve content performance. Demonstrate offline relationships online for transparency and reach purposes. Some brands still try to control the message and the way content is developed via influencers – the best approach is to provide appropriate direction from the start, and allow them to run with it. External ideas can be fresh and drive business growth in new ways. If you crowdsource content, embrace it and promote it even if it’s not 100% on brand.

You’ll want real friends online that have your back when negative sentiment comes knocking.

How can you scale influencer marketing at an organization?

Build an influencer or blogger network internally so the organization has a clear understanding and can tap their relationships on an ongoing basis. Ensure this isn’t simply paid influencer efforts – you’ll want real friends online that have your back when negative sentiment comes knocking.

With anything in social media, if you can’t scale it, don’t bother.

How do you know when its time to scale up with influencers?

We continue to grow within the B2B side of our organization. Some areas of the organization are new to working with influencers while other businesses have already built up relationships and programs. With anything in social media, if you can’t scale it, don’t bother. The idea is to provide something that is of huge value to be leveraged ongoing across the organization. Scale it yet be smart about how you make it relevant and customized for each individual influencer involved.

What are some of the most important measures of success for social influencer marketing?

Measures that drive business outcomes including: sales, stock performance, lead/demand generation, share of voice, enhanced sentiment breakdown and volume or mentions to influence the crowd.

I’ve seen brands invest too heavy on the paid side where it backfires eventually – brands need to balance.

Do you have any advice to share with other brand marketing executives when it comes to paid vs. relationship based influencer engagements? How do you decide?

It varies – if it’s something that simply makes sense for the brand and company to be involved with ongoing, true relationship based influencer engagements are the way to go. If you are looking to activate a chapter in your always-on book or align with a major tent pole event, product launch or seasonality; a blended approach is fine. I’ve seen brands invest too heavy on the paid side where it backfires eventually – brands need to balance this.

Now let’s play a little social network word association. After each platform, share the first thing or short reaction that comes to mind.

  • Facebook – Oldest yet most robust targeting
  • Vine – Short & sweet video
  • LinkedIn – B2B, requires real content marketing not simply snackable pieces
  • Periscope – Was pretty cool for six months
  • Twitter – When will you be bought? Partnership w/Google is good for SEO. Love you yet need you to be respected.
  • Google+ – Enhances SEO, good for brands w/reputation management issues, product could offer the world so much more coming from Google
  • Snapchat – Where everything is headed, wish I could just play here all day
  • YouTube – Oldie but goodie, will love you forever
  • Instagram – Requires high design, starting to provide analytics and better ads
  • Flickr –Old school photo sharing still kickin’

Thank you Amy!

You can find Amy on the social web at:
Twitter (@amylamparske)
LinkedIn (in/amylamparske)

The post Digital Marketing Spotlight: Amy Lamparske, Head of Social Media at 3M appeared first on Online Marketing Blog - TopRank®.

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How to Customize Your Facebook News Feed: What Marketers Need to Know

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Do you struggle to keep up with your Facebook news feed? Interested in an easier way to quickly see what’s most important to you? Adjusting your Facebook settings can help you save time, stay on top of trends, and reach more of your audience. In this article, you’ll discover how Facebook marketers can customize their [...]

This post How to Customize Your Facebook News Feed: What Marketers Need to Know first appeared on .
- Your Guide to the Social Media Jungle

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Pinterest Rolls Out Promoted Video Pins: This Week in Social Media

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Welcome to our weekly edition of what’s hot in social media news. To help you stay up to date with social media, here are some of the news items that caught our attention. What’s New This Week Pinterest Introduces Promoted Video: Pinterest rolled out Promoted Video, a new way for businesses to “share their ideas [...]

This post Pinterest Rolls Out Promoted Video Pins: This Week in Social Media first appeared on .
- Your Guide to the Social Media Jungle

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Online Marketing News: CEO Social Success, Influencers Love Instagram & Pinterest Video

content marketing and email marketing for lead generation

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3 Things Every CEO Should Do to Succeed on Social Media [Infographic]
This new infographic from MDG Advertising illustrates three simple rules for CEOs on social media: Start with LinkedIn, pick a few networks outside of LinkedIn and stick with them, and avoid being boring. Why should CEOs be on social media in the first place? It gives the organization a human face, and it's a great way to positively impact a company's reputation. MDG Blog

Influencers: Instagram Is the Most Engaging Platform (Report)
A new report shows that 60% of influencers consider Instagram to be the most effective platform for engaging with their audiences, while only 18% said Facebook was the most engaging. The same study showed that 34% of influencers didn't think that brands had a realistic understanding of the costs of influencer marketing. SocialTimes

Pinterest Says It's Making a 'Bigger Bet on Video,' Debuts Promoted Videos
According to Ad Age, Pinterest "on Wednesday introduced Promoted Video ads, allowing users to expand its existing, animated Cinematic Pins to access a full auto-play video with sound. Brands can display six Buyable Pins beneath each video as it plays." Ad Age

How to Outperform Fortune 500 Brands on Instagram [Research]
Content Marketing Institute analyzed a year of Instagram content from Fortune 500 companies and found four key takeaways: The most engagement is between 10pm-3am Eastern for F500 brands, F500 companies are posting mainly on weekdays but Sundays see the most engagement, pre-editing photos to post on Instagram isn't a good idea and use hashtags and question marks rather than exclamation points. Content Marketing Institute

Marketers have high hopes for automated content
"In a poll conducted to accompany the ClickZ Intelligence Digital Trends 2016 report, nearly a quarter of respondents identified content marketing as the key trend for their company this year." However popular, ClickZ also found that the majority of companies surveyed didn't have a dedicated content marketing team. ClickZ

content marketing and email marketing for lead generation

3 Billion Shares: What We Learned from Analyzing the 1 Million Most Shared Articles from December 2015 to June 2016
Fractl and BuzzSumo paired up to analyze the 1 million most shared articles in the first six months of this year, and the results are enlightening. For example, Facebook accounts for 90.2% of social shares, and only 14 publishers averaged 5,000 or more shares per article. Fractl

Enterprise Marketing in 2016: Channel and Priority Trends
"Enterprise marketers say television advertising and social media are two of their top channel priorities this year, according to recent research from Clutch and R2i," Marketing Profs reports. 34% of marketers say increasing brand awareness is their top priority this year, and 32% cite building customer loyalty as their top priority. MarketingProfs

Blab shuts down its live video platform
Blab co-founder Shaan Puri announced late last week that they've closed the platform, citing "user churn was a problem because live video streams require a user’s complete attention. Puri says only about 10 percent of Blab’s userbase visited regularly." Marketing Land

Twitter Is Now Letting Brands Sponsor Its Emoji-Like Stickers
According to AdWeek, "In June, Twitter launched stickers that let users overlay searchable emojis and graphics on top of their photos. Now Pepsi is the first to launch a paid ad campaign using the visuals." However, it's not immediately clear how promoted stickers are sold. AdWeek

After redesigning Discover, Snapchat finds viewers grow but engagement drops
About two weeks after Snapchat launched their new Discover section, publishers are seeing an increase in overall viewers, but a drop in total views, completion rates and time spent per user. Publishers are also noticing that viewers are opening editions and only viewing the cover article, resulting in a 28% drop-off after the first snap vs. 13% prior to the redesign. Digiday

What were your top news stories this week?

I'll be back with my lovely co-host, Josh Nite, next week with more online marketing news. Have something to share? Tweet me @Tiffani_Allen or @toprank.

The post Online Marketing News: CEO Social Success, Influencers Love Instagram & Pinterest Video appeared first on Online Marketing Blog - TopRank®.

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