5 Tips For More Impact From Social Media Participation

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overcome social media introversionWhen Twitter launched and started to get a lot of buzz, I was skeptical. I didn’t get it at first. Like many others, I signed up and started to experiment to see what all the noise was about. After a little while it clicked for me and Twitter (@leeodden@toprank) has been an instrumental communications channel ever since.

But Twitter is just one social platform of many. Tweets are just individual messages out of many. When it comes to evaluating the effectiveness of your social media participation, are you evaluating individual tweets, status updates, and comments or the overall experience others have by consuming your content?

Twitter has been amazingly valuable to me personally, to my online marketing agency and for my book, “Optimize.” But if I evaluated each tweet, the obvious assessment would be that my Twitter participation is more often a failure because the vast majority of the individual messages I post do not result in public content interactions from others. But does that mean my Twitter involvement or Twitter itself is a failure?

Have you ever posted a message that received little if any response, only to have someone mention to you in person or on another social channel their reaction? Did you think to yourself, “I didn’t think anyone noticed” because your network didn’t respond publicly?

While there’s a lot of media attention about social media, there’s also a lot of skepticism because people often evaluate based on the presence or lack of immediate public reaction. You might hear things like, “I tweeted and nothing happened” or “No one in our boring industry is on Facebook/Instagram/(fill in social network here).”

The point of social media engagement isn’t about participation and that’s the big disconnect for a lot of people. Engagement and participation are a means to a bigger picture end.

The mistake I see a lot of people making in regards to social media participation and with content marketing too, is that they evaluate individual messages, content, or social objects vs. seeing the effect those social and content objects have as a whole.

To evaluate personal or even professional social media effectiveness, consider the collective impact of your participation, not just individual actions. Part of the value social networking brings is that people come to know you. They see some of your personality but also your professional interests and expertise.

The outcome of that kind of connection can translate into trust and confidence in your expertise, even though you’ve never met in person or done business together.

In my many years as an online marketing consultant, I can’t even count how many times prospective clients have approached me saying, “We follow you on Twitter, read your blog, and have a project we’d like to hire you to help us with.” What’s not to love about that sales cycle? What’s the cost of a sale when a new business educates itself to a sale and seeks you out?”

To make a little more sense of how to better understand the value of individual social media participation, here are a few essential questions to answer:

Who are you? What do you want to be known for? What do you stand for? What’s unique about you?

What makes you special? How are you incorporating your professional “unique selling proposition” into your social content, sharing, and engagement?

Have you looked in the social mirror? Have you looked at the past 20 tweets that you’ve published? Do the same on LinkedIn, Facebook, Google+, Pinterest, or other social networks you’re involved with. When looking at 10 or 20 social content objects together, you can see what kinds of messages you’re sending and determine if those threads support your social objectives or not.

Are you reactive or proactive? Are you thinking about the impact of your social content on others or is it mostly a form of self-expression in the moment? If you have professional objectives from your social participation, think about that each time you tweet, update, or comment.

What’s it like to experience you on the social web? Rather than viewing each tweet, update, comment, or blog post as a standalone engagement effort, think about how others will view the cumulative of your social engagement. What memes can be found within your own social content streams? Do they support what you stand for? Do they reinforce what you want to be known for?

Sure, social networking can be fun and the satisfaction that comes from seeing a tweet get retweeted by hundreds of people or a Facebook status update get hundreds of “likes” and numerous shares is motivating. But think about the overall experience of others that follow you, not just each individual piece of micro-content.

Some connections may never interact with you until they’ve seen the 10th super interesting thing you’ve posted. It would be a shame to stop or assume a lack of success prematurely just because you’re focused on social sharing counters instead of the larger impact your social content and participation has on those who are connected to you.

Does this mean you shouldn’t monitor the impact of individual social and content objects? Of course not. Just don’t think you’re a failure or that the social platform isn’t for you just because of what’s not directly observable. Consider both the public and latent impact of your social engagement and you’ll realize the crack-like spikes of retweets don’t compare to the overall winning of hearts and minds within your community where it matters most.

A version of this post originally appeared on ClickZ, Social Media Smarts.


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PPC-Grundlagen / Teil 2 – Einrichten eines Kontos

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Gerne würden wir Sie ein wenig detaillierter über die Möglichkeiten von Pay-Per-Click-Werbung (PPC) informieren. Anhand eines einfachen Beispiels einer Gärtnerei wird folgend aufgezeigt wie man grundlegend ein Konto einrichtet und die dazu gehörigen Kampagnen und Anzeigengruppen in einer Struktur definiert.

Schritt 1. Registrieren

Ihr adCenter-Konto enthält Ihre Abrechnungsinformationen und verfügt über Möglichkeiten, um mehrere Kampagnen im Auge zu behalten.

  • Wenn Sie ein großer Direktkunde oder eine Agentur mit einem monatlichen Budget von mehr als € 1000 sind, wenden Sie sich bitte an unser Vertriebsteam, bevor Sie ein Konto erstellen.
  • Wenn Sie ein kleines oder mittleres Unternehmen mit einem moderaten Budget für adCenter sind, und gerne Suchmaschinenwerbung betreiben möchten, klicken Sie bitte hier, um mit dem Registrierungsvorgang zu beginnen.

Die Registrierung ist ganz einfach. Sollten Sie jedoch Fragen haben, können Sie die Live-Chat-Option auf der Seite nutzen, um Hilfe zu erhalten.

Beim Einrichten Ihres Kontos werden Sie gebeten, Folgendes anzugeben oder vorzunehmen:

  1. Benutzerinformationen
  2. Unternehmensinformationen
  3. Regionale Einstellungen (Markt, Region und Sprache für Ihre Anzeigen; Sie können dies beim Erstellen von Kampagnen wieder ändern.)

Wenn Sie auf “Absenden” klicken, werden Sie auf der nächsten Seite gebeten, Ihre Kreditkarteninformationen anzugeben. Sie können Ihr Konto auch erstellen, bevor Sie Ihre Zahlungsdetails hinzufügen. So können Sie zunächst einmal das Tool ausprobieren. Ihr Konto wird dann als “Ausstehend” angezeigt und zeigt einen Link zur Seite mit den Zahlungsdetails an. Ein Vorteil bei PPC-Werbung ist der, dass Sie nur dann zahlen, wenn jemand auf Ihre Werbung klickt. Außerdem gibt es verschiedene Möglichkeiten, die Ausgaben zu steuern – mehr dazu erfahren Sie in Kürze in einem weiteren Blogbeitrag.

 

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Beispiele zu Registrierungsseiten für ein adCenter-Konto

Schritt 2 – Übertragung der Zusammensetzung Ihrer Geschäftstätigkeiten in eine logische Kontostruktur

Nachdem Sie nun registriert sind, wird es Zeit, die Einrichtung vorzunehmen. Denken Sie über Ihr Geschäft nach und überlegen Sie sich, wie Sie die von Ihnen angebotenen Dienstleistungen der Öffentlichkeit kommunizieren.

  1. Beispiel: Wenn Sie eine Gärtnerei betreiben, verkaufen Sie Pflanzen und Gartenzubehör. Das würde dann zwei verschiedene Kampagnen ergeben.
  2. Jede Kampagne kann diverse Anzeigengruppen enthalten. Diese geben Ihnen dann die Möglichkeit, Ihre Produkte und Dienstleistungen weiter zu unterteilen. So könnte die Pflanzenkampagne zum Beispiel über Anzeigengruppen namens “Knollen”, “Gräser”, “Kletterpflanzen”, “Kakteen“ und “Obst” verfügen. An dieser Stelle sollten Sie präzise sein, da Ihre Anzeigen mit Ihren Anzeigengruppen verbunden sein werden. Je besser Sie also Ihre Produkte organisieren, umso leichter werden sie später mit den passenden Anzeigen beworben.
  3. Zum Schluss können Sie Keywords in Ihren Anzeigengruppen hinzufügen.

Wie optimale Anzeigentexte verfasst und Keywords gefunden werden, zeigen wir in einem späteren Blogbeitrag, damit alles wie versprochen schön einfach bleibt J. Wenn Sie Ihre Registrierung durchgeführt, Ihre Details hinzugefügt und sich eine geeignete Struktur ausgedacht haben, sind Sie schon richtig gut auf Kurs!

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Videoressource – Einrichten eines Kontos

May 31st 2012 Uncategorized

PPC-Grundlagen / Teil 1 – adCenter, eine Einführung

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Bei begrenzten Budget- und Zeitvorgaben kommt es für viele Agenturen und kleine Unternehmen vor allem darauf an, ihre Kunden effizient zu erreichen. Investitionen und Aktivitäten müssen sich optimal auszahlen.

Suchmaschinenbenutzer auf Yahoo! und Microsoft-Websites (inklusive Yahoo! Search, Bing und Partner) werden gemäss (SOURCE)112 % mehr als der durchschnittliche Benutzer und 65,3 % mehr als Google-Benutzer weltweit ausgeben.

Sie können jetzt Suchmaschinenbenutzer auf Yahoo und Microsoft-Websites über eine gemeinsame Plattform erreichen: adCenter

Microsoft adCenter– Dies ist das wichtigste Tool, mit dem Sie Ihre Kampagnen, Anzeigengruppen, Anzeigen und Keywords verwalten werden. Auf adCenter können Sie auf zwei verschiedenen Artenzugreifen:

1. Über Ihren Internetbrowser

2. Diese Anwendung können Sie auf Ihrem Computer installieren. Die Desktopanwendung ermöglicht Ihnen zahlreiche Änderungen in Ihren Konten gleichzeitig vornehmen zu können – selbst wenn Sie offline sind. Zuerst jedoch werden wir einen Blick auf das adCenter im Internet werfen. Diese Art des Zugriffes eignet sich vor allem dafür, rasche Änderungen an Kampagnen vorzunehmen und die Performance zu überwachen.

Erste Schritte

Wechseln Sie zu adCenter, und melden Sie sich auf dieser Seite an. Wenn Sie ein neuer Benutzer sind, können Sie sich hier registrieren.

Navigation

Mithilfe der oben angezeigten Navigationsleiste können Sie zwischen verschiedenen Berichten und Tools wechseln.

 

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Start

Dies ist Ihre Startseite, auf der Sie einen guten Überblick über Ihre Kontoleistung haben. Die Diagramme zeigen Ihnen die Kontoleistung der letzten Tage oder Monate in Bezug auf Klicks und Aufrufe (d.h. wie oft Ihre Werbung angezeigt wurde). Dieser Seite können Sie auch entnehmen, wie viel Ihres monatlichen Budgets ausgegeben wurde und welche wichtigen Bekanntmachungen es zu Ihrem Konto gibt.

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Kampagnen

Auf der Registerkarte “Kampagnen” können Sie sämtliche Kampagnen aus Ihrem Konto inklusive deren Leistungsdaten zu einem bestimmten Zeitraum anzeigen. Wenn Sie auf eine bestimmte Kampagne klicken, können Sie die in dieser Kampagne befindlichen Anzeigengruppen anzeigen und nach den in den einzelnen Anzeigengruppen enthaltenen Keywords weiter aufschlüsseln.

Nützlich: Die Registerkarte “Möglichkeiten”

Die Registerkarte “Möglichkeiten” ist eine sehr nützliche Funktion, da Sie Ihnen Aufschluss darüber gibt, wo Ihnen aufgrund des definierten Kampagnenbudgets möglicherweise Klicks entgehen. Wenn zum Beispiel Ihr monatliches Kampagnenbudget 10 Euro beträgt und ein Klick durchschnittlich 1 Euro kostet, kann Ihre Kampagne innerhalb dieses Monats nur 10 Mal angeklickt werden. Anschließend wäre das Budget ausgeschöpft, selbst wenn 100 weitere Klicks in diesem Monat möglich gewesen wären. Die Registrierkarte “Möglichkeiten” zeigt Ihnen wo mehr Kampagnenbudget eventuell sinnvoll wäre.

Extras

In adCenter sind einige sehr nützliche Tools verfügbar, wie zum Beispiel das Tool zum Recherchieren von Keywords, das für eine bestimmte Webseite oder schon vorhandene Keywords automatisch passende Keywords vorschlägt. Dies ist besonders bei der Ersteinrichtung Ihres PPC-Kontos hilfreich. Auf dieser Seite können Sie auch vorhandene Kampagnen importieren sowie Fehler bei Keywords anzeigen oder Ihre Werbung bei einem bestimmten Keyword als Vorschau anzeigen.

Berichte

Die Seite “Berichte” gibt Ihnen Zugriff auf eine breite Auswahl an Berichten zu Ihrem Konto. Ein Bericht zum Beispiel, den Sie besonders nützlich finden werden, heißt “Leistung der Suchabfrage” und ermöglicht es Ihnen, die exakten Suchabfragen anzuzeigen, über die Ihre Anzeigen von Benutzern gefunden wurden. Dies ist besonders hilfreich, wenn Sie mit einer Vielzahl von Keywords bei weiter Übereinstimmung oder Ausdrucksübereinstimmung arbeiten.

Zusammenfassung

In weiteren Beiträgen wird Ihnen ausführlicher gezeigt, wie Sie Ihre Kampagnen in adCenter erstellen und bearbeiten. Dieser Beitrag hat Ihnen hoffentlich einen Überblick darüber gegeben, wie adCenter aufgebaut ist und produktiv genutzt werden kann. Probieren Sie adCenter einfach mal aus und lassen Sie uns wissen, wie Sie zurecht kommen. Wenn Sie Fragen oder Feedback haben, können Sie uns gern einen Kommentar hinterlassen.

May 31st 2012 adcenter, bing, yahoo

Mobile Homepage Goes Live

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Mobile phone with blue case viewing the mobile homepage, in front of the bbc.co.uk homepage

The new mobile homepage reflects the design of the homepage on desktops

I’m proud to announce the mobile homepage has come out of its Beta mode into a full launch and is now available at m.bbc.co.uk.

The old mobile homepage wasn’t meeting our users increased needs and expectations. We wanted to improve this experience and bring it more in line with the desktop version which launched at the end of last year.

You can read the full rationale behind the product, market context and also the key features in my last blog post.

Feedback from Beta

During the beta period we were able to track usage and could see how people were using the product. Hundreds of thousands of people have visited the page and were able to see that of our beta test users, a third used the location setting and one in nine customised their content.

Thanks so much for the feedback, which was mostly positive.

We had lots of comments via emails, blog posts and across social media; all of these were collated and reviewed and where possible new functionality has been developed to help us improve the product.

There was an immediate need for further customisation options. We received 20 direct emails, as well as blog post comments like that of Egg of Maidstone:

I want several items of local news, UK news, world news, technology news, entertainment news, sport news, football news and, most importantly, My Club news. Instead I’m stuck with a couple of “news” items, a couple of “local news” items and some random sports news.

The most popular requests were Technology and F1, which we have added.

We also plan to launch additional options such as Radio 1 and Things To Do in the coming months.

We also decided that all links to elsewhere in the BBC should go to other mobile sites, as FoolOnTheHill suggested:

However, they currently link to the non-mobile version of the pages – I assume this is not as intended…

So, what else is new?

As well as new customisation options and changing the links, other new features which have been added to the BBC Mobile Homepage based on audience feedback include:

  • Location auto detect – Automatically detecting your location to bring you local news and weather.
  • Breaking news and sport – Introducing these modes allows us to ensure we are delivering the top stories quickly to our audience
  • Four column layout – this will offer a better experience for users on new wider screen phones

Tell us what you think

As always I’d like to know your thoughts so please post a constructive comment under this blog, or tell us what you think on Twitter using the #bbchomepage hashtag.

Eleni Sharp is the Product Manager of the BBC Mobile Homepage

 

May 31st 2012 Mobile

Explore historic sites with the World Wonders Project

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I’ve always been fascinated by famous historic and cultural sites from around the world. When I was a child, flipping through encyclopedias while researching for school projects, the thought of exploring these sites was a distant dream. With the new Google World Wonders Project, that dream is now a little closer for students and others around the globe.

The World Wonders Project enables you to discover 132 historic sites from 18 countries, including Stonehenge, the archaeological areas of Pompeii and the ancient Kyoto temples. In addition to man-made sites, you can explore natural places: wander the sandy dunes of Australia’s Shark Bay or gaze up at the rock domes of Yosemite National Park in California.

World Wonders uses Street View technology to take you on a virtual trip to each iconic site. Most could not be filmed by car, so we used camera-carrying trikes to pedal our way close enough. The site also includes 3D models and YouTube videos of the historical places, so you can dig in and get more information and a broader view of each site. We also partnered with several prestigious organizations, including UNESCO, the World Monuments Fund, Getty Images and Ourplace, who provided official information and photographs for many of the sites.

We hope World Wonders will prove to be a valuable educational resource for students and scholars. A selection of educational packages are available to download for classroom use; you can also share the site content with friends.

World Wonders is part of our commitment to preserving culture online and making it accessible to everyone. Under the auspices of the Google Cultural Institute, we’re publishing high resolution images of the Dead Sea Scrolls, digitizing the archives of famous figures such as Nelson Mandela and presenting thousands of artworks through the Art Project.

Find out more about the project on the World Wonders YouTube channel, and start exploring at www.google.com/worldwonders.

May 31st 2012 Uncategorized

Seven Behavioral Ad Companies Called Out

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Seven companies from the online data targeting world were urged to modify the way they inform consumers and enable them to opt-out of behavioral ads in order to conform to best practices outlined by the Advertising Self-Regulatory Council.

As a result, BlueCava, Turn, DataXu, Oxamedia, Gravity and Rovion have all taken action to address concerns raised by the council based on multiple investigations—concerns related to consumer disclosures, opting out across devices, and the effectiveness and duration of opt-out mechanisms. 

That's despite Gravity and Rovion's contention that neither company actually participates in behavioral targeting. Oxamedia was unaware of the ASRC principles, but still agreed to make changes to become compliant, said officials. 

A seventh company that also claimed it does not engage in online behavioral advertising, Facilitate Digital Holdings, agreed to change its opt-out cookie’s duration to the industry standard of five years, but has not yet done so, according to the ASRC.

Genie Barton, director of the ASRC’s program, said that in addition to the significant threat of enforcement actions by the Federal Trade Commission, there are three compelling reasons that help keep companies engaged in behaviorally targeted advertising will want to fall in line with the Digital Accounting Alliance's self-regulatory principles, which the ASRC enforces.

One is that membership in organizations like the Digital Marketing Association and the Interactive Advertising Bureau could be revoked. "Another is that this is such an issue of concern that I think companies are sensitive to how consumer advocates, the media, feel about this issue. There's a lot of pressure on these companies to show they're good actors," Barton said. "Finally, there's just the peer pressure. There's over 100 ad networks… doing what they're supposed to do." 

Barton said that while the ASRC "never speaks about any ongoing inquiry," there are other investigations currently taking place. 

The ASRC is a unit of the Council of Better Business Bureaus (Barton is vp of that council), and sets policies and guidelines and monitors compliance for a number of ad industry self-regulation programs governing the truth and accuracy of advertising claims, children's advertising, and online behavioral advertising. Formerly known as the National Advertising Review Council, the body changed its name in April. 


May 31st 2012 Search, Technology

Links for 2012-05-30 [del.icio.us]

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May 31st 2012 Uncategorized

Article: Is Pinterest Really Leading to Product Purchases?

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Thirty-two percent of surveyed consumers have made a purchase after seeing an image on a social image-sharing site

May 31st 2012 Uncategorized

Blog: eMarketer Webinar: Retail Ecommerce Forecast—Challenging Economy Drives Online Shopping

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The advantages of online shopping—lower prices, greater convenience, broader selection and richer product information—are driving consumers to shift more of their purchases from physical stores to retail websites. Please join […]

May 31st 2012 Uncategorized

The SEO Easter Egg in Today’s Google Doodle

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The SEO Easter Egg in Today’s Google Doodle was originally published on BruceClay.com, home of expert search engine optimization tips.

What does an Indian software development company have in common with a royal Russian jeweler?

Today they both seem to have a firm spot on the first page of the Google Doodle search.

Peter Carl Faberge's Birthday

Maker of the exquisite Fabergé eggs, Peter Carl Fabergé was born 159 years ago today in Saint Petersburg, Russia. His name lives on for of the intricate jeweled Easter eggs he created for two Russian tsars and wealthy patrons in the late 1800s and early 1900s. Google has dressed its Doodle up for the day in an ornate homage to the artist.

A click of the Doodle brings the searcher to a search page for Fabergé. The key to Fabergé eggs is that, along with being beautiful, each also holds a surprise. On further examination of the search page, there’s a surprise lesson within the results.

Strike when the iron’s hot, but first ask what the value will be for the brand.

Last week Jessica wrote about what can happen when marketing piggy-backs off the popularity of trending topics in Harnessing the Right Now.

There’s obvious opportunity in being among the first to offer content on a hot and rising issue. Aged content may see preferential treatment by search engines. And content on trending topics is, by definition, in demand. If the topic is a good fit, capitalizing on trending topics can be advantageous for traffic and brand awareness.

It’s worth careful thought, however, to see if the fit is indeed right. While the cost of developing content can be cheap, putting resources into creating and promoting content is still a decision that should have the backing of strategic direction. Don’t you think?

Like, what do you think of the second video result on the results page for [Peter Carl Fabergé]? It’s a minute and ten seconds of images with a voice over of facts about Fabergé, whose name is comically mispronounced. All it took to create was a Google Image search, a review of a Wikipedia page and a video editor. The company responsible for it is QualityPoint Technologies, an India-based web development company. A look at their site suggests to me that they’re committed to quality code and products. The stunt they pulled to wiggle onto the first page of the Google Doodle search results page with video content tells me they have a pretty advanced approach to creative search marketing.

Yet, how effective is this piece of content marketing? How many of the 1500 viewers were in the market for software development services? Was there an appropriate connection between Fabergé’s birthday and the technology company’s audience which could have been an effective marketing tool?

Finding connections between a business and topics popular with its target audience is elusive magic marketing. But connections made out of thin air will be eclipsed by more visceral unions in the real world. The company gets my props for putting content together quickly to capitalize on the short-lived but white hot opportunity in the SERPs. But I’d be interested to see some data that points to the return on investment before I recommend the approach.

May 31st 2012 Google, SEO