Category Archives: New Media Marketing

Add These 3 Element To Your Digital Marketing Campaign Or Close Up Shop

Digital Marketing Campaign

In the past marketing departments, although always crucial, were sometimes not considered a huge part of organizations.  This was of course before the Internet era, which created a huge shift in marketing, social media has further changed how we all consume media and this has changed how companies marketing their services. All of these things combined have drastically changed the world, as we know it and these changes must be reflected in organization. Change or die!

 

At one time there was a variety of traditional means in which companies used to expose their brand to the masses.  Although these channels are still in place they have gone through drastic changes.  Marketing channels that were at one time the main focus of a marketing campaign is now just a part of the bigger marketing focus. I’m not saying that traditional marketing is dead so please save the ranting comments. I’m saying that times have changed and like anything, marketing has evolved.

 

Marketing basics remain a huge part of what marketing has evolved into but the trend toward what works now is very different than what worked for the pre-Internet/Digital Marketing era. We are living in a much quicker digital driven society, we want to access information immediately by way of our mobile device and ipads, so traditional print media has to bring in a digital element of it is to become relevant.   A prime example of the change is TIME magazine’s move toward digital media and totally away from print. This is a HUGE indicator of where we are going and we should ALL be paying attention.

 

At one time it was enough to exclusively utilize pamphlets, flyers, brochures or print media ads. However, times have changed, we are literally in a new world. If people are tapping into digital and you are ONLY going with print media and ads, you are losing opportunities to market your brand. Trust me when I tell you, your competitors are working to get the jump on you if you are still stuck on “old school” exclusively. Where does this leave your campaign marketing? Are you reaching the audience that you need to reach in order to remain relevant and competitive?  Most importantly are you giving your business the opportunity to grow, expand and reach new clients?

 

It is not important that you start to implement digital marketing strategies into your business it is imperative to your business. It is no longer optional, utilize the strategies that your customers are involved with or close up shop. That’s real talk people.

 

There are some old school folks that view marketing as a waste of time but to those, think about YOUR job if nothing else. YOU can work for the best organization in the world that has the BEST services to offer its customers but if no one knows about it, the company is irrelevant and you may very well be looking for a job in the not so distant future. Minimizing any aspect of a business is just NOT an optional in this era of organizational transition to a more digital workplace. REAL TALK!

 

Although we have a long way to go with trying to catch up with how quickly marketing is transitioning, it is exciting to see so many organizations that are implementing strategies to integrate newer strategies into their digital marketing mix. Although there are still companies that are behind the eight ball in implementing change there are many that are 100% on their game. These organizations are implementing the latest and best strategies to remain ahead of their competition. Take a look at a few of those strategies below:

 

  • GO Local: The digital marketing space is HUGE, and it is easy for a company to get lost in the mix. One of the best ways to stand out is to heavily focus on local marketing. This has been made easier with the integration of local with Google+ local pages.  Geo-location channels such as Foursquare are also a great way to promote local exposure.
  • Visual Content Marketing: We are very familiar with image driven marketing if we have ever used Fickr.  Now, there are so many other channels that are really taking image driven marketing to another level. Pinterest was the first to give us a taste of where visual content is heading and now Instagram is making waves in this area as well. Both of these platforms allow companies to use customer’s love for visual media as a way to market organizational capabilities and services. Integration of these platforms is an absolute must for any marketing department.
  • Direct Response Marketing: This is marketing designed to prompt an immediate measurable response. With the emergence of social driven digital marketing in the past few years it has moved us away from measurable forms of marketing. Direct Response Marketing allows us to utilize digital marketing strategies yet create an avenue in which to immediately measure the response. This form of marketing can utilize traditional media with coupon codes, QR codes and other channels as a call to action to create an immediate measurable response from the target audience.

 

In this quick moving digital marketing era it is imperative that we stay ahead of our competition so it is very important that we recognized the latest trends and apply those trends to our organizations if they fit into our organization model.

 

As usual, I welcome any and all responses, good, bad, ugly or indifferent. You can catch me on Twitter, Facebook or Google+!

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Social Media Gurus -vs- Digital Marketers: Gurus Your Days Are Numbered!

Gurus vs Digital Marketers
It has been a few years now of companies venturing into the social media marketing space by way of different online channels. The past few years have been a huge transition by individuals and companies from utilizing traditional marketing almost exclusively, to venturing into the online marketing space.  This transition has been filled with growing pains i’m sure and although the transition has not been seamless, it is progressing.

At one time It seemed as if companies just didn’t get it, that they really didn’t understand the importance of the online presence. The transition from what was once was exlusively traditional marketing to mostly digital and now a bit of a fusion between the two is lending itself to a willingness by organizations, to embrace this new era of marketing.

Two years ago there was a huge avenue for people to present themselves as SOCIAL MEDIA GURUS to the unsuspecting organization that felt a bit of urgency to run head first into the online marketing space. Now that some have done that and are experiencing it, they are now realizing that working with a Social Media Guru is just not enough. This is primarily because it’s NOT just about social media, it is about Digital Marketing which is a much more diverse combination of Internet strategies.  Exclusively utilizing JUST social media is like using only print catalogs in traditional marketing, it is just NOT enough.  This is the same philosophy that has to be embraced when thinking of Digital Marketing, utilizing JUST social media is just not enough.

At one time it was ok to utilize some traditional marketing and have a website.  Now a fusion of those strategies mixed with social media is making way for the Digital Marketer, which utilizes a combination of these strategies and more to create a total online /offline fusion that will move brands beyond the single dimension of just traditional marketing or just social media.

In 2013 the Digital Marketer will be more in demand that ever, because progressive companies have realized the importance of having marketers that skill sets embrace all digital strategies not just certain aspects of an online presence. Some tradition web design purist haven’t embraced social media integration  and are stuck in what they have learned in a traditional sense. Additionally some social media gurus have not moved past just posting information to social media channels.  However, there are some web designers and social media marketers that HAVE embraced both and those are the Digital Marketer that will be in demand in 2013 and beyond.

Ultimately the goal as a Digital Marketer is to bring value to your clients, customers and employers. This will not be done by any of the following:

  • Tagging 100+ people on Facebook everyday to boost your Klout score. Your employer, client and or potential client/employer probably could give a rats you know what about your score. Most employers or clients don’t even know what Klout is or what is involved with the scoring process.  Do you even know?
  • Connecting to random influencers and NOT becoming an influencer yourself. Your influencer is an influencer for a reason. You will make out better trying to analyze what they are doing right and emulate them.
  • Posting 1000 pictures every day of random things. Although these photos may be beautiful, if this is ALL you do, how can that contribute to the value of your potential employer, client or customer? Or put you in a position to gain customers, clients or find employment in  the Digital Marketing Space?

The goal in this increasingly savvy digital marketing space, should be to provide services of value to potential and current employers and clients to increase their brand exposure, place them in a position to interact with THEIR current clients/potential clients and increase their chances of increasing revenue. This will involve YOU doing NONE of  the above bulleted points but WILL involve you creating custom strategies for potential employers and clients in which to accomplish these goals. The lack of ability to do this WILL separate the Gurus from the Digital Marketers, that are really on their game.

As we move forward in the Digital Marketing space we have to be willing to continue to grow and embrace new technologies that provide added value to clients, potential clients and employers. It has been an amazing few years in this space that is continuing to grow at an amazing rate of speed. 2013 will be the the year of many exciting changes to the people that are on their Digital Marketing game and challenges to those that are not on their game. Either way, get ready because I have a feeling its going to be a helluva ride!

If you have comments, good, bad, ugly or indifferent I can be contacted by subscribing to my Facebook public updates or finding me on Twitter!  I shall see you soon, I’m sure!

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Content Curation 101: What You Need To Know

ContentCuration

One of the things that Social Media peeps battle on a regular basis is content creation, which is the ideal way to extend your brand identity, expand your network and potentially created avenues of opportunity to meet clients.   This is one of the reasons that content is king!

We all know that social media can be very time consuming if done properly and worse if not done properly. Either way social media can take a great portion of allocated time so there is always a quest to find ways to continue providing great content while managing time effectively.  Can you say Content Curation??

Well, I LOVE Content Creation!  I do not exclusively curate content, but I balance original content creation and curation which provides an abundance of information to my followers.  I realized early on with social media that I could NOT provide the amount of content that I wanted to my followers because there is just not enough hours in a day. Additionally, I can only provide my perspective on any one subject.  Enter Content Curation, which allows me to provide an abundance of information to those that follow me while providing different perspectives other than my own.

My absolute favorite platform used to curate  content is Scoop.it. There are others but I’ve found this fits my needs so much more than the others.

As you can see I cover a wide variety of topics all of which are so very different but relevant to what is going on now in the technology industry.  Curation allows me to focus on all of these topics, supply unlimited amounts of information and all from different perspectives.

In a nutshell content curation allows you to take valuable information from a variety of sources and compile it into one area and then supply this information to your followers.  I curate a variety of topics most of which revolve around the present and future of Internet Technologies. Take a look at them below:

Still confused about Curation? Take a look at the video below, it will give  you a funny take on content curation.

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#SocialMedia Meets Video: Have You Tried #CHILL yet

Chill

I know…I know….ANOTHER Social Media Platform. YEAH Yeah…However we are after all in a growing technology boom so there will continue to be lots of new and exciting social media platforms introduced. We should maybe view it as an opportunity to get involved with something new and cool and NOT ..”OOOO MMM GGG…Another Social Media platform.” Ok, mini rant over.

I am a bit of a self proclaimed early adopter and I really like to try all of the new social media platforms as I hear about them. I stick with the ones that are cool and that are beneficial to my brand, those that are not sort of fade away. I use my XeeMe Profile to keep track of them all.

Well, I signed up for Chill a while ago but it was one that sort of faded away. However recently there was a bit of a burst of people in my social media circles connecting so I had an opportunity to visit the platform again. I do believe they made a lot of improvements to the interface and I LOVE it. The premise behind Chill is a place to “hang out” and watch videos with your friends. The interface is a bit like Pinterest but for video.  Check it out when you have an opportunity!

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#Google+ Just WENT #SocialSearch: You’d Better Reach OUT and Grasp This Platform

GooglePlus

I have been speaking of the newness of Social Media as we know it now, all of the Social Media Channels that we should be using and how we should be rocking our blogs .  These are definitely channels that all business owner should have been using for a while and that we should be comfortable with by now. However we all do know that  its not the case because there are still many companies that have not reached out to grasp this new and exiting age of social media.  You all know the companies that I speak of, the ones that are still heavily depended on their fax machines, the companies that are still using AOL and that have absolutely no social media presence .

Not all companies have been totally lax in their grasp of technologies, some are a bit more up to speed on things. There are plenty of companies that have been utilizing SEO strategies and doing quite well.  Well now here comes the kicker, companies that are using SEO exlusively and companies that are not using social media or SEO at all, are about to have the rug pulled out from under them in the form of Google+

I know there is a huge back and forth about Google+ and its importance, blah, blah, blah..Google just changed the game for Internet Marketing, SEO and Social Media with the integration of Social Media by way of Google+ into search.  This is a game changer for those that are social media savvy, heavily involved with technology and SEO masters.  So those that are not, are beyond being behind the eight ball.  The introduction of Social Search by way of Google+  has turned the Digital Divide into a Grand Canyon sized Chasm. I predicted this last year with the introduction of Google+, in my post Google+ IS Social Search. 

The Game has changed, so I’d advise grabbing your thinking caps and putting them on folks.  There is an even steeper curve to climb now, some will conquer it and some will be collateral damage. Either way, please know that the Game has Changed.

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3 Things That YOUR #SocialMedia Marketer WILL NOT do.

3Things

There’s a lot of misconceptions about Internet Marketers and Social Media Experts and that is primarily due to people not really having a firm understanding of the industry. This industry is still growing and those that have been in technology related fields although they may be experts, they are still learning.   Social Media in particular as we are experiencing it now is still pretty new, hence we all are getting acclimated to viral videos, word of mouth marketing, content sharing and more.

The newness of this industry, has really caused a bit of a panic and unrealistic expectation with organizations in regard to Social Media Marketers and Internet Marketers.  Since it is relatively new and still evolving every day we are all still learning, growing and evolving with the industry.

Social Media Marketing, New Media Marketers and Internet Marketers specialize in marketing YOUR company by way of online strategies.

They Will NOT

  • Know everything about your particular industry:  No Social Media Marketer will be 100% versed on every industry, just as traditional marketers are not. They are marketers not magicians so they will perform research about your company, clients, demographics, competitors etc.  <sidenote> I do think the Social Media Gurus, may be versed on every industry, because they are Gurus and have 10 plus years of social media experience. :-P </sidenote>  Seriously though, would you rather a person be a master of your industry or a master of their industry and have the talent to MARKET your industry using the most cutting edge online techniques?  I’m pretty sure most people have current employees that have mastered their organization, that doesn’t help with the need to hire someone to USE the information that they’ve mastered about social media to help THE ORGANIZATION. I know the answer, so this is rhetorical.
  • Be your own personal Miracle worker: Social Media is not a magic bullet, so if there are organizational issues, social media or any kind of marketing for that matter, will probably not rescue it.
  • Use Old School Marketing Techniques: Many companies are interested in being a part of the social media revolution, yet have not given up their old ways of doing business or altered their technique since 1965. Most Internet Marketers or Social Media experts will not spam your marketing message across social media channels. This would do damage to their reputation as a legitimate Internet Marketer.

There is so much misinformation about social media which is causing a bit of mass hysteria, especially in the more old school traditional workplaces. We all have to take a deep breath, think clearly and honestly stop TRIPPING.

When searching for a person to handle your companies Internet Marketing and or Social Media needs you should search for some essential qualifications.

They Should:

  • Have a firm grasp of Social Media Optimization:   Working with Facebook and Twitter is NOT enough because although these two channels are huge, they are not the ONLY social media channels needed to optimize your social media strategy. Optimizing your social media channels should be based on your individual company needs and the marketer hired should know how to analyze those needs and proceed accordingly
  • Have the ability to create a social media strategy: This strategy should be geared toward your individual company needs. All strategies don’t work for every company. Most companies have individual needs and the marketer hired should have the ability to create a custom strategy based on these needs.
  • A strong online brand for themselves:  That is  indication of the kind of strategy that they can create for you. You should ALWAYS Google the people that you are interested in hiring. If they DO NOT have a strong presence for their brand they may not have the ability to create a strong brand for your organization either.
  • Preferably have some formal education: Formal education or extensive training in Internet Marketing Strategies, is a definite plus because it helps with social media strategy creation. Formal education in the way of some kind of Internet Marketing classes, training or comprehensive on the job training will allow the marketer to be more strategic in planning your social media strategy.
  • Writing Skills: A huge part of an effective social media strategy is the ability to blog.  I can not express how important blogging is to any successful social media strategy. It allows brand building, engagement opportunities and serious Google Juice.

Some things that are a definite plus

  • Video Creation: YouTube is huge and the #2 utilized search platform. If you marketer can create video, thats For The Win.
  • Slide Show Creation: Slide shows are awesome, brand building and great for increasing brand exposure.
  • SEO: Should be an essential part of every social media strategy and could be very powerful if used in conjunction with an effective social media optimization strategy.
  • Analytics: If you create an online presence you should have the ability to monitor its effectiveness. Analytics is an essential part of any social media and or online strategy, although some do not recognize or utilize it.
  • Adsense: If you have a blog you want to monetize it.
  • Affiliate Marketing:  Monetize again.
  • Photo Editing: Photo editing even just basics are a great addition, it allows creation of original and eye catching graphics for blogs and social media posts.
  • WordPress: Is THE blogging platform of choice and gives blogs more Google juice than any other blog platform than I’ve worked with and I’ve worked with them all.

I’m sure these things will change especially since things are continuing to evolve and we are all continuing to grow and learn in this industry. However, this is a great start..

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Video Wrap up of 2011, This IS AN AMAZING Demonstration Of The POWER of #SocialMedia

SocialMedia2011

All technology and social media focused people recognize the power of social media but I have never seen such a powerful depiction of social media as the video below.  It could be that Social Media is THE NEW FORM OF MEDIA, display, shared and told from OUR perspective!  This video will give you Chills!

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Are You YouTubing? #SocialMedia And #YouTube Go Hand In Hand

YouTube

YouTube is the SECOND most search channels online, first only to Google. That is HUGE!  This is reason enough for you to seriously consider adding Youtube to your arsenal of social media tools.  Think about how big that is and how big that could be for your brand. A person searches Google 1st and then pops over to Youtube to search. So if you have your brand on Youtube this is definitely a For The Win for your brand.

Something else to think about, Google is #1 for search, Youtube is #2 , both of which are Google holdings. So think about the importance of Google+, I’m just throwing it out there.

Youtube is not one of the channels that can be easily used for original content as some of the other social media channels  because there is a little creativity and skill needed to to create original content. This is something that not all people have but it can be acquired and there are a few options that can be explored immediately.

Image representing YouTube as depicted in Crun...

Image via CrunchBase

First you need to get started with creating a Youtube channel for your brand. Add your logo and customize the channel with your   brand. There are a few options when creating a look for you channel that are standard but you can go beyond that. You can add a custom background and tweak the colors to totally match your brand.

If you are unfamiliar with creating a video, a good  way to get a quick video up for your channel is to use some of the video creation tools provided by Google.  Take a look below.

How to create an easy video for your channel.

  • Xtranormal is an avenue that allows you to create an easy animated video in a few steps. This can be used to create a video about your brand, company or new promotion that you are having. I created an Xtranormal video for the introduction of one of my new company capabilities. I was introducing QR Code Products so I thought I would use this avenue to create a bit of an intro of this service.
  • Search Stories allows you to create a video based on search criteria. You can create a great video for your company or brand using search terms. See the example below.


Take a look at the Infographic is below, it will give you an indication of how HUGE Youtube  is and how you can’t afford to ignore it.

YouTube Killed TV
By Freemake, proud developer of YouTube Converter

OK, times-a-wasting’ Go ahead, get started!

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The Evolution of #Facebook [INFOGRAPHIC]

EvolutionOfFacebook

 

I am a huge advocate of Social Media in general and I believe Facebook plays a huge role in what social media has evolved into.   People tend to go on and on about how they hate Facebook, Invasion of Privacy blah..blah..blah. However we all have to realize the important life altering role that Facebook has played in how we communication and actually how we live  now.

Although there are a lot of channels that proceeded Facebook, they are the platform  that has made it possible for us to as social engaged as we are now. Good, Bad or Ugly Facebook has changed the entire world.  Take a look at the infographic below to give you a Timeline of those changes.

 

The Evolution of Facebook Features

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It’s 2012: Poop or Get Off The Pot. It’s Time To Step Up Your Content Game

StepUpYourContentGame

I am an Internet Marketer, but primarily I am one that consumes content first, this means that I am very aware of good content and crappy content.  There are lots of both floating around on the net. With that said my opinion of crappy content may not be another persons crappy content.  One persons trash is another persons treasure, this applies to content as well. As creators and curators of content we should first and foremost be cognizant of our followers, their needs, the types of content that they appreciate, in addition to the quality of content that we are providing. This thought process about content and quality was prompted by a few followers.

Image representing Retweet.com as depicted in ...

I had someone ask me if I could Retweet more of their content on several occasions. My first response was oh ok, you need more RT’s.  Then I thought about it and was like well, I could RT more of your content but, frankly the content that you are creating and curating may not be good for my followers.  I think if you are aware of what your followers like, if you are in touch with your audience and engaged with your online friends you would realize that if your content is not being shared, that retweeting is just a surface issue.  The bigger issue is that you, as the content curator and provider you must find content that people feel compelled to share.  So ultimately, the goal here is not to focus on the RT, although we all like them, but to focus on providing content that people would like to share with their followers.  To ONLY focus on a number of Retweets creates a bit of an old school “push my message” kind of thing instead of providing engaging information that people find valuable enough to share with their friends and followers.

As we move along this year, great content will become  much more important, the days of shuffling the same crappy content that everyone else is shuffling will no longer be acceptable.  We are living in an increasingly social world filled with sharing of huge amounts of data and people are becoming quite overwhelmed with the amount of content and quite frankly less than tolerant for the noise of the bad content.   In essence time to poop or get off the pot and step up your content game.

頑張るパンダ・スーパオマンのいとうぱおみとば~たろう

One of the driving forces  to provide great content, in 2012 will be by Google, due to Panda updates. This will force the content issue more than anything and creators and curators will be forced to provide more quality content.  This is the best for social media as an entire industry, but will, I believe separate the Social Media Experts from the Gurus. ( Oops, there’t that word again) Ultimately, great content is what drives people to share, compels people to engage and creates viral content.   If we all keep this in mind we will not only adapt to the Google algorithm changes, engage with social media followers more, have more Retweets but  feel more confident that we are providing the absolute best quality content for followers.

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