10 Tools to Help Marketers Get More Out of Twitter

10-twitter-tools-for-marketers

Most marketers understand that their Twitter efforts need to go beyond consistent tweeting if they want to grow their following and boost engagement. It takes commitment, strategy and constant management.

But as social networks and audiences continue to evolve—and marketers find themselves juggling more social networks and content responsibilities each day—staying on top of it all can be daunting and even frustrating. In fact, B2B marketers use an average of 6 social media platforms to distribute content, according to the Content Marketing Institute and MarketProfs 2016 B2B Content Marketing Benchmarks, Budgets and Trends—North America report.

Sound like you?

Well, the good news is that there are a number of tools that can help you manage your Twitter account, as well as make it easy for you to share, interact and grow your following—and even mine for new content ideas and gain a better understand the impact of your content—so you can make all your effort count.

Whether you want to boost visual content, host a Twitter chat or find relevant followers, below we dive into some of the tools that are worth your consideration if you want to get the most out of your Twitter efforts.

#1 – Bit.ly

Bit.ly has long been known as a tool for shortening links, but that’s certainly not its only capability. By signing up for a free account, you can also use the tool to share links to multiple Twitter (and Facebook) accounts and individually track performance of those links—allowing you to quickly share content and get insight into how your audience interacts with that content. In addition, with an enterprise account you can create a branded short domain and get deeper audience analytics.

Bit.Ly as a Twitter Tool

#2 – Hootsuite

Hootsuite has been my go-to social media management tool since my journalism days for a few different reasons:

  • You can post directly to Twitter and other social media pages within the platform.
  • You can schedule out posts, making it easy to post consistently.
  • You can monitor all your feeds, allowing you to instantly interact with those you follow and your own followers.
  • You can track the conversations around specific hashtags or keywords by setting up an individual stream.

With a free account, you can also get access to some basic analytics, content suggestions and the ability to integrate two RSS feeds so you can easily share relevant content from your own blog or other trusted sources. Hootsuite also offers Professional, Team, Business and Enterprise plans that allow you to customize the tool for your own unique needs.

Hootsuite as Twitter Tool

#3 – BuzzSumo

If you’re looking to create better content, discover relevant influencers or both, BuzzSumo could be the tool for you. This little excerpt from their website sums the tool up up nicely:

“BuzzSumo gives you insight into what content is working, and the influencers amplifying it.”

When it comes to hot content, BuzzSumo allows you to instantly search and discover the most shared content within the last day, week, month, six months or year. In addition, you’ll see data for the engagement and shares that content has received across social networks, and the number of linking domains.

BuzzSumo for Twitter Content

To find relevant influencers, the tool allows you to search by username or topic. Some of the insights you’ll find are page authority, domain authority, number of followers, retweet ratio, reply ratio and the average number of retweets.

BuzzSumo for Influencer Research

#4 – Keyhole

With Keyhole you can track hashtags, mentions, keywords, URLs and Twitter accounts in real-time, which can be especially useful for keeping track of the conversation and engagement happening around your company or brand—or even your top competitors.

Below is a sample of the tracking information you’d see for #digitalmarketing. You can see that the data includes the top posts, related topics, recent users, the most influential users, and some analytics.

Keyhole as a Twitter Tool

While Keyhole isn’t free, it offers several different size plans from professional to enterprise—and there’s a free trial option.

# 5 – Periscope

These days, it’s pretty safe to say that all marketers understand that video is an increasingly important marketing tool for capturing audience attention, showing value and encouraging engagement across the digital universe. Using Twitter’s Periscope app, you can natively share live video that is a little more raw and authentic, giving your audience something more visual and compelling to interact with.

Periscope Live Video App for Twitter

#6 – Buffer

Buffer is another fantastic social media management tool that allows you to consistently schedule tweets and other social posts. But one of the big advantages of this tool is that it shares your content at the best possible times throughout the day to maximize exposure.

In addition, Buffer recently added video sharing capabilities, as well as Pablo, which allows you to create beautiful and perfectly sized images.

Buffer for Twitter

#7 – Crowdfire

Crowdfire was originally built to be the answer to the frequently asked question: “Who unfollowed me on Twitter?” But now the tool has “matured into a holistic friend management platform,” according to its website.

The “Copy Followers” is one of the most interesting Crowdfire features, allowing you to search similar users’ followings and “copy them” to the list of people you’re following. The idea here is that they’ll want to follow you, too, since they’re already following someone similar to you or your brand.

Crowdfire for Twitter

Crowdfire also gives you the ability to see who you’re following that is inactive and makes it easy for your to unfollow them. You can also keep track of how the content and updates you share actually affects your follow and unfollow stats. This information can give you a good idea of what types of updates are turning people off and enticing them to follow.

#8 – Twubs

Over the past couple years, Twitter chats have emerged as a marketing tactic that allows brands and marketers to connect with their audience, build awareness and showcase what they have to offer. Twubs is a tool that allows you to find and follow relevant Twitter chats, or even host your own.

Twub for Twitter Chats

Other tools that can help you manage a Twitter chat include: TweetChat.com, Tchat.io, Twitterfall and TwChat.

#9 – SocialRank

SocialRank is a tool that can help you better understand and analyze who your most engaged or most influential followers, helping you identify and track important people who you should be engaging with.

The basic account is totally free and gives you the ability to filter and sort your followers, view their full profiles and connect multiple social accounts. There are also Premium and Market Intel versions that offer a host of other features and benefits such as the ability to send a direct message to multiple recipients.

SocialRank Tool for Twitter

#10 – Twitter Analytics

The native analytics dashboard within Twitter is a must-use. It’s free, simple and already built into the platform—you just have to turn it on. The dashboard features detailed overview of all your activity for the past 28 days, including your top tweets, top mentions and top followers.

Twitter Analytics Dashboard

What is your favorite Twitter tool and why? Share it with us in the comments section below.


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© Online Marketing Blog – TopRank®, 2016. | 10 Tools to Help Marketers Get More Out of Twitter | http://www.toprankblog.com

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What Social Media Marketers Need to Know About Facebook Live

facebook-live-what-you-should-know

In the age of Netflix and DVRs, it’s weirdly ironic to watch the growing popularity of live video for social media marketing. Sure, most of it is recorded so you can access it later, but it has far more in common with the nightly news than with modern on-demand, personalized content.

It turns out, there’s something about watching an event unfold live that’s hard to replicate. To be there as it’s happening, in the moment with a group of friends and strangers, sharing a singular experience. It’s powerful. And it never really went out of style—it just took a while for technology to create a compelling modern version.

Facebook Live has realized the potential for live video combined with a social network. Not only are people watching in droves, they’re more engaged: People spend three times longer watching live video than they watch recorded versions after-the-fact.

As with any new channel, it’s always tempting to jump right in and start creating content. And, as always, it’s a better idea to do some evaluating and strategizing first.

Here’s the low-down on Facebook Live: What it is, what it’s for, and how brands are using it.

What Is Facebook Live?

A native live-streaming service embedded in Facebook. When you go Live, the stream will show in your follower’s feeds and on your profile page. Viewers can leave likes and comments in real time. After the event is over, viewers can watch a recorded version with the option of seeing the comment stream as if it were live.

Who’s Doing It?

Everyone from the President to celebrities to athletes.

How Do I Do It?

Right now, the easiest way to go Live is from a mobile device. On the Facebook app for iOS or Android, you’ll see a “Live” button right at the top of the feed. Click that for a quick set up and your feed will begin! There is a version of Live for desktops which is slowly being rolled out—if you don’t have it yet, the mobile version is the only game in town.

What Are the Best Practices?

Facebook’s best practices for Live are a good place to start:

  • Tell followers ahead of time before you broadcast
  • Write a compelling description
  • Make sure you have a strong internet connection
  • Respond to commenters on the air
  • Aim for longer sessions (10-90 minutes)
  • Develop a schedule so viewers know when to tune in

What Pitfalls Should I Look Out For?

Since it’s so easy to go Live, a lot of Live streams right now look the same. They’re talking heads, people holding up a phone and chatting informally with the viewer. If you’re a celebrity with a quick wit, go for it—otherwise, don’t go in without a plan.

It’s an unpredictable platform—you may have to contend with technical issues and an unmoderated comment stream at the same time. It’s a good idea to have at least one person off-camera who can handle the comment stream and work out any glitches.

Finally, don’t expect your entire audience to tune in all at once. Generally viewers drop in and out of live streams—some will arrive late and some will leave early. So a complex narrative that builds on prior knowledge is not the best choice.

Q: What Kind of Content Works Best?

There’s a vast array of content that works for Facebook Live. The most successful take advantage of the special connection the platform affords with an audience, addressing and interacting with them in real time. Here are a few good examples:

  • Behind the Scenes: Dunkin’ Donuts took their followers on a tour of “Dunkin’ Brands University,” a facility where Dunkin’ creates new products. At the end of the tour, audiences got a tutorial on how to make a Dunkin’ Donuts wedding cake. The tour scored just over 30,000 views.The informal, intimate nature of the platform is ideal for these sneak peeks behind the scenes. If your brand doesn’t have a factory to tour, consider a tour of the office space itself—promote transparency and your corporate culture by showing off work spaces and interviewing co-workers.
  • Tips and How-tos: Benefit Cosmetics hosts a weekly show called Tipsy Tricks. A host and guests drink wine, gossip, and offer makeup tips. They respond to viewer comments, and generally offer a mix of practical advice and entertaining banter.Facebook Live works well for how-tos and demos, provided there’s an angle to keep it interesting for the audience. As you prep a how-to, keep an eye out for dead spots in the process that your host will need to fill.
  • Performances: If your brand can swing it, musical or dance performances are a great way to pull in top-of-funnel audiences. Postmodern Jukebox is my favorite for performance video—they livestream parts of every concert they put on, often capturing behind-the-scenes content as well as the concert. But you don’t have to play at that level to stream a performance. Buzzfeed’s interactive dance-off was compelling to viewers because it was an amateur, interactive event.
  • Stunts: If one video captures the pared-down essence of storytelling on Facebook Live, it’s Buzzfeed’s watermelon explosion. At the time it aired, it was the platform’s biggest hit, with well over a million views.The concept couldn’t be simpler: Two Buzzfeed employees, decked out in safety gear, take turns putting rubber bands around a watermelon. The tension builds for 45 minutes until the watermelon finally explodes.On the surface, it seems kind of…dumb, right? But this video was successful because it hit all the right points:
    • Audiences could drop in any time
    • It was immediately obvious what was going on and what was at stake
    • It encouraged audience interaction
    • It built suspense
    • It worked toward a definite endpoint

Granted, the one thing it lacked was an element of utility. But it was undeniably compelling. Add some value for your viewer while checking off the same boxes this video did, and you’ll be unstoppable.

Livestreaming video is still in its infancy. Marketers are still experimenting with the form, with mixed results. One thing’s for sure: As with any channel, it’s all about relevancy, authenticity, and providing something of value to your audience. Put their needs first, and you can develop a strategy for success.

Does your brand plan to jump into livestreaming? Are you already enjoying success with the platform? Let me know in the comments.

 


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© Online Marketing Blog – TopRank®, 2016. | What Social Media Marketers Need to Know About Facebook Live | http://www.toprankblog.com

The post What Social Media Marketers Need to Know About Facebook Live appeared first on Online Marketing Blog – TopRank®.

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Making the Most of Attending a Tech Conference

As we wrap up the New York part of the Velocity Conference series, we reflect on the value of attending meetups and conferences.

Whatever your preferred method of consumption is, you can get your information quick fix by connecting, researching, sharing, and updating instantly with Twitter, Slack, blog posts, or any other method. Is there any need to leave your office and attend professional events anymore?

Yes.

So what is the benefit for you–or your team–attending a tech conference?

Revive your passion about what you do

Coming to a conference and hearing what it is that excites your peers, and heroes, will undoubtedly reignite your enthusiasm. You will find that you do pretty much the same thing as they do, only that some do it differently, and that’s important. At every conference we have been to we have met people from the same industry as we are, and they’ve all been incredibly passionate about what they do. They inspire new ways of tackling challenges you have with your work.

img_5607

Meet friends, competitors, and heroes face to face

Whether it’s the Velocity Conference in New York, Monitorama in Portland, AWS re:Invent, or any other conference, our most memorable moments have always been meeting people. There’s something powerful and very positive about meeting our customers and users face to face – something that serves us well when we communicate online once we get home.

A tip is to reach out to the people you’d like to meet ahead of time to book a meeting at the conference. Shoot them an email them in advance and ask them to lunch or even just a coffee.

In New York we had the good fortune of meeting with the good people from DataDog, BigPanda, StatusPage, PagerDuty, ThousandEyes, and many more. Truly inspiring for geeks like ourselves. The conversations we had over coffee was worth the trip alone.

Oh, and if you suffer a major outage during the night, it can be a little nerve wrecking to walk into a room of your users the following morning 😉 Thank you everyone for being so cool about it.

The industry trends

The best conferences will arguably find the very best speakers, and a compelling variety of subjects that the conference should cover. At Velocity in New York we certainly enjoyed hearing Dynatrace give an incredibly fun talk on Chat-Ops and VoiceOps. You should definitely check them out.

chatops

Speakers from Fastly, Netflix, Facebook, Pinterest, and Google followed and regardless if it was a shorter or longer talk we found plenty to bring home.

"Switching from Hipchat to Slack and Docker Docker Docker will not fix your culture."
“Switching from Hipchat to Slack and Docker Docker Docker will not fix your culture.”
“The most unfortunate source of data” – photo by Bridget Kromhout
“The most unfortunate source of data” – photo by Bridget Kromhout

Attending events and learning about the latest trends and how they’re being used in your industry augments your knowledge base and gives you something valuable to bring back to your own work.

The fun factor

Think of the fun factor as an investment in your own health and well-being. There’s a lot to be said for getting away from your day-to-day work life and having fun. Possibly the most memorable and fun part of a conference is the chats you have between sessions, whilst getting coffee, or just outside the restrooms. It’s these hangouts, the late night talks and random meetings with strangers that will stick with you.

Or at the very least you will have a fun time because the presenters are funny.

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So yes. There are tremendous benefits to leaving your workplace and attending events. We hope we see you at the next tech conference!

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Online Marketing News: Emotional Connections, Twitter Goes Long & Better Ad Coalition

emotional-connection-infographic

emotional-connection-infographic How Emotional Connection Increases Customer Satisfaction [Infographic] Did you know that customers with a higher degree of emotional connection have a higher lifetime value than those that aren’t? And 50% of a person’s perception of an experience is based on emotions? This infographic and supporting statistics help to illustrate the need for marketing messages that truly resonate with your market. ClickZ

Marketers Rejoice: Twitter No Longer Counts Photos, GIFs, Videos Toward 140-Character Limit It’s official as of Monday, September 19th — Twitter is no longer counting images, gifs, or videos in their 140 character count. This is a big break for social marketers. What’s next for the platform? Eliminating @handles from the character count as well. This change is slowly rolling out to all users but isn’t official platform wide. AdWeek Google, Facebook, IAB & major brands form Coalition for Better Ads The consumers have spoken via ad blockers — they don’t want to deal with irrelevant content in ads. To create the standards for good advertising, companies like Google, Facebook, Unilever and more joined forces with the IAB, the 4As and others to form The Coalition for Better Ads. Their top tasks are to create data-driven, consumer based ad standards, deploy technology to implement those standards and encourage awareness and adoption. Marketing Land Email Open Rates on Mobile Devices by Industry, 2Q16 58% of marketing emails were opened on mobile devices (45% smartphones, 13% tablets) in Q2 of 2016. That’s a 14% increase from the previous year. However, even though only 42% of emails were opened on desktop, desktop-opened emails accounted for 49% of email-generated revenue. MarketingProfs Instagram Officially Rolling Out Save Draft Feature There is more great news this week for social media marketers — Instagram is now allowing users to save drafts of their posts when they aren’t quite ready to click the go button. Users can save drafts by clicking the back arrow at the top left of their screen during the filtering and editing steps and selecting ‘save draft’ at the bottom of their screen. SocialTimes cross-media-consistency-in-marketing YouTube Gets Its Own Social Network with the Launch of YouTube Community TechCrunch reports: YouTube announced “the launch of YouTube Community, which allows video creators to better engage viewers using text, GIFs, images and more. The goal with the new features is to help keep creators from departing to competing platforms by offering more tools for connecting with their audience, beyond the videos themselves.” TechCrunch Everything you need to know about Google’s ‘Possum’ algorithm update Google has made recent updates that have the SEO community on high alert. Search Engine Land reports: “All the evidence seems to indicate this particular update only impacted ranking in the 3-pack and Local Finder (AKA the local results or Google Maps results). There is talk of another update that happened right after, which impacted organic results.” Search Engine Land Brands have started using Twitter’s latest customer service tools Many brands are no stranger to using social media, Twitter in particular, for providing customer service. Recently Twitter has released a new feature, already being used by brands like Delta and T-Mobile, that tells users by a showing users a “Provides Support” button that they can click or tap to start a conversation. Digiday What were your top news stories this week? I’ll be back next week with more online marketing news. Can’t wait a whole week? Follow @toprank to get your news fix early.

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Avoid Content Ennui: 10 Creative Blog Types to Serve Your Audience

creative-blog-types

When it comes to blog content, a lot of us are serving breakfast when we should be serving dinner.

Let me explain. Odds are you have a go-to breakfast that you eat nearly every day. A bowl of cereal with a banana, some oatmeal with maple syrup, a haunch of beef seasoned with the tears of your enemies—generally there’s not much variety from day to day. On the other hand…

batsaneye

For dinner, we generally require some variety. Maybe it’s that no one is fully awake for breakfast, so it doesn’t matter what you eat. Maybe it’s the realization that eggs and bacon are perfect foods.

Either way, people come to your website expecting dinner. If you keep hitting them with oatmeal and toast, they’re not likely to keep coming back. Serve up a delicious variety of entrees, though, and you can start to build a relationship.

Here are a few different types of blog posts to help keep your content fresh.

#1: List Posts

Studies have found that list posts (or “listicles” if you absolutely must), especially those with numbers in the title, tend to be shared more often than any other type of content.

That makes sense. List posts are already optimized for web reading. They’re skimmable; they have small sections broken up by headers; it’s easy to tell where you are in the piece and how much you have left to go.

In fact, it’s easy to share a list post without even reading it all. If the headline and the first entry are compelling, people will click the share button.

#2: How-To Posts

Posts that explain a process hit several boxes on the “great content” checklist. As long as they’re relevant to your audience, they’re designed to have immediate practical value. They also establish your brand as an authority. And they can be an evergreen resource customers can keep coming back to.

When writing a how-to post, think about your audience beyond just their interaction with your brand. What do they really need to know, versus what you want to tell them?

My favorite example of how-to posts done right comes from hardware store Lowe’s. They have hundreds of guides, like this one about installing a fence.

If your topic is inherently visual, how-to videos can be cheap and easy to produce. This video about making stress balls is compelling with almost zero production value.

#3: Tips Posts

Think of a tips post as something in-between a list and a how-to. Instead of explaining a single process start-to-finish, you’re providing little nuggets of tactical goodness with each entry. They’re highly skimmable like list posts and evergreen like how-tos.

As with a list post, you could go for 50 quick one-sentence entries or go in-depth on just a few. This article on increasing Facebook organic reach is a good example of the latter.

A list of quick, useful tips can take on a life of its own through re-sharing and repurposing. For example, you can pull a few tips from the list and turn them into social media images with Canva or Pixlr. Or turn the whole post into a SlideShare and reach a new audience.

The word “tips” tends to have long-tail keyword value, too. For example, “content marketing” is a more highly-competitive keyword than “content marketing tips,” and “content marketing tips” is a more specific topic that is easier to write best answer content for.

#4: Tools Posts

If your company deals with software or online activity of any kind, odds are you can whip up a relevant tools post that will delight your readers. Wrap up all the free or low-cost useful sites, plugins, and downloads that make your life easier and share them with your readers.

There’s an immense amount of sharing potential in tool posts. My recent content marketing tools post is one of my highest-shared posts already, and it’s only been out a month. Heck, RazorSocial’s Ian Cleary built a career on evaluating and recommending tools for social media.

Just make sure to keep it useful, keep it relevant, and disclose any relationship your company has with the tools you’re promoting. For example, if you get a free LinkedIn Premium account through work, and you recommend customers sign up for the service, you must disclose.

#5: Thought Leadership Posts

These posts help position your company as a knowledgeable authority in your industry—and most importantly, as having a point of view on the issues that affect your potential customers. Thought leadership posts come in three types:

  1. Industry: Demonstrating a point of view on the news and trends affecting your industry now nad in the future
  2. Product: Practical advice for getting the most utility out of your product offering
  3. Organizational: A look into your company culture, your company philosophy, what it’s like to work there

Thought leadership helps make your brand transparent, showcasing the people and ideas that make your company great.

#6: Round-ups

One easy way to fill your editorial calendar is with a weekly roundup (like our Online Marketing News series). You can build a list of go-to resources that regularly publish articles about your industry, and feature a few articles with brief summaries.

Or use a tool like Buzzsumo to round up the most shared or trending articles about your industry. Either way, you can provide the reader with a useful resource and boost your brand’s credibility.

Don’t forget to message the authors when you include them in a roundup for amplification potential, too.

#7: Curated Influencer Posts

Influencer involvement is great for enhancing a post’s credibility and building relationships. For your audience, influencer involvement adds variety in the point of view on your blog, multiplying the utility of your content.

A curated influencer post is one that collects influencer quotes from publicly available sources, rather than through direct outreach. For example, this “What Is Content Marketing?” post from (our client) LinkedIn Marketing Solutions collects 25 already-existent quotes from some of the biggest names in content marketing. It remains one of the blog’s most popular posts, and it only took a little research to put it together.

Curated posts are a good way to start a relationship with an influencer as well. Let them know you’re sharing their wisdom with the world, give them proper credit, and you’re set up to ask for a direct participation post.

#8: Influencer Participation Posts

Influencer marketing can create content that benefits everyone involved: Your brand and the influencer get access to new audiences and boosted credibility, and readers get cool co-created content to read.

A post with genuine influencer participation could be a simple Q&A with one influencer, or short responses to a prompt from several influencers.

#9: “Chocolate Cake” Post

As adults, we know that desserts are not a main course, and (as cookie monster tells us), are a “sometimes food.” You wouldn’t want to give your audience cavities with chocolate cake every day, but every once in a while a light, sweet diversion is just what they need.

Think April Fool’s Day posts, collections of funny memes, even a Buzzfeed-style GIF-driven post. It should always have a little bit of value beyond the humor, but the focus is on having fun. Jason Miller’s annual interviews with Dracula are a great example of the form.

#10: Interactive Content

It’s all well and good to have your audience passively reading your content, but even better when they can interact with it in a meaningful way.

If you have the resources, developing a calculator or other useful widget (like CoSchedule’s Headline Analyzer) is sure to get your audience’s attention.

Even without an army of developers, though, you can create an engaging bit of interactive content. Make a quiz with a tool like QZZR, a survey with Survey Monkey, or an interactive, clickable word cloud with Wordle.

Serve up a Never-Ending Content Buffet

These ten examples are just a few of the hundreds of content types available. And you can make your own by mixing-and-matching—how about a list post featuring a round-up of how-to posts? Or a tools post created by asking influencers to name their favorite tools? With a little creativity, the possibilities are endless.

What’s your favorite creative type of blog post? Let me know in the comments.


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© Online Marketing Blog – TopRank®, 2016. | Avoid Content Ennui: 10 Creative Blog Types to Serve Your Audience | http://www.toprankblog.com

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Where to Learn About Influencer Content Marketing in Europe & the U.S.

influencer content marketing
As a fast growing content marketing agency, especially when it comes to working with influencers, TopRank Marketing has experienced great growth this year working with new clients in the U.S. and abroad.

To continue building awareness of the great work my team has been doing and to share the insights I’ve learned as an active practitioner and strategist, I will be giving keynotes, solo presentations and workshops in 4 different countries over a 60 day period during October and November. Of course I will be joined by an excellent cadre of talented and experienced marketing speakers covering a range of topics, so each event is a great opportunity to learn, network and get inspired for 2017.

Speaking of conferences, if you really want to get the most out of attending an industry conference, I highly recommend this advice. Learning and networking are only two of the top 5 ways to realize ROI from conference expenses, so it’s worth checking out that post to find out what the other 3 are.

DIGITAL 2016 Riga
October 13, 2016

Digital 2016 – Riga, Latvia
This is the biggest Baltic Social Media and Digital Marketing Conference and the event will be my first time in Latvia. The best part is that my longtime pal Rebecca Lieb will be presenting as well as giving a workshop, “The New Marketing Equation”.

Solo presentation: The Power of Influence in Content Marketing
One of the most popular trends in marketing is content marketing, but many companies are challenged to create a variety of engaging content on a consistent basis. This presentation will provide a framework for digital marketers to scale quality content creation by partnering with internal and external influencers.

Attendees of this presentation will learn:

  1. How to identify, qualify and recruit influencers for content programs
  2. An influencer content marketing framework
  3. Best practices for influencer content + SEO, Social and repurposing

Workshop: How to Win at Marketing with Influencer Content Integration
Challenged by information overload, increasing use of ad blocking and limited resources, successful content marketers are partnering with industry influencers to co-create a variety of meaningful content that reaches more relevant audiences with greater credibility. This workshop provides a 6 step influencer content framework ranging from planning to measurement and 3 essential use case scenarios for integrating influencers with brand content marketing programs.

MarketingProfs B2B Forum
October 18-22, 2016

MarketingProfs B2B Forum – Boston, MA
This is one of my all-time favorite B2B marketing conferences. You know when you’re at an event and there is so much resonance with the people, presentations and overall vibe that you find yourself thinking, “These are my people!” That’s MPB2B. I’m looking forward to seeing amazing speakers like Ann Handley and Andrew Davis as well as spending time with our clients like Jason Miller of LinkedIn, Pierre-Loic Assayag of Traackr, Carlos Gil from BMC Software, Amy Higgins from ZOZI and a few more new clients we haven’t announced yet.

Solo Presentation: Sexy Hot B2B Influencer Activation
The art and science of romancing B2B industry influencers to collaborate, co-create and advocate content using leading influencer marketing tools.

This session is for B2B marketers that want to understand how romancing influencers can help scale quality content that is credible, trusted and amplified by contributors to their networks. From establishing an influencer recruiting strategy and outreach to content collection and repurposing to ongoing influencer relationship management and metrics, this session will highlight processes and tools for a successful influencer marketing program.

At the end of this session attendees will be able to:

  1. Begin a workable influencer content and relationship strategy
  2. Understand different types of influencer marketing platforms
  3. Use process and best practices recommendations to engage and activate influencers

Webinar
November 3, 2016

MarketingProfs Webinar – Online
I only do a few webinars a year and when MarketingProfs asked me to do this one right after the B2B Forum, how could I say no? Plus Allison Dowd is a pleasure to work with.

Presentation: How to Demystify Influencer Marketing with Content
Studies from CMI and MarketingProfs report marketers are challenged to create a variety of engaging content on a consistent basis. At the same time, the rise of ad blocking technology and buyer distrust of brand communications has created significant challenges. How can marketers scale quality content creation while increasing reach and engagement? Influencer content programs tap voices in the industry that buyers trust and aligns with brands to deliver on both thought leadership and customer acquisition goals. While there are many opinions and approaches to influencer marketing, there are three proven approaches B2B marketers can take to satisfy buyers across the sales experience.

Key takeaways from this presentation include:

  • Use cases for influencer content programs
  • How to use a modular approach to influencer micro-content
  • Engage influencers to create 75% or more of your campaign content
  • Develop an influencer community and relationships that scale quality content for marketing

SMXL Milan 2016
November 7-9, 2016

SMXL – Milan, Italy
My longtime search marketing pal Massimo Burgio reached out about this event that, thanks to some generous sponsorship from the likes of Microsoft, was able to fly at least one or more Americans over including Avinash Kaushik and Adam Singer from Google. Adam is TopRank Marketing alumni and it is impressive how well he’s done as an Analytics Advocate at Google.

Keynote: Be the Best Answer: A Strategic Approach to Content Marketing
With billions of internet connected devices, today’s customers can find information just about anywhere, anytime, driving more companies to invest in content marketing. The problem is, consumers are overloaded with information and increasingly numb to brand content. Through best practices and examples, this presentation will illustrate role of content marketing integrated with search, social and influence, so that brands can become the best answer for their customers, without spending the biggest budget.

Content Marketing and Web Editing Conference
November 17, 2016

Congress Content Marketing & Web editor – Utrecht, The Netherlands
This event has a famous “in the round” stage and I’ve always found the Dutch to be a smart and welcoming audience. While I’m in the area, hopefully I’ll get to see Cor Hospes, Tristan Lavender, Bas van den Beld, or AJ Huisman.

Keynote: Be the Best Answer: Content and Influence Integration
Much of content marketing is campaign driven, fragmented and not trusted by audiences. A customer centric approach to content co-created with influencers empathizes with the buyer journey from discovery to engagement to action and positions the brand in a credible way as “the best answer” where and when buyers are looking. But what does a Best Answer strategy look like and where should senior content marketing executives start?

This keynote presentation will provide 4 essential steps for an integrated approach to content that is co-created with influencers, optimized, socialized and publicized in a way that makes brand content more relevant, credible, easy to find and actionable.

If you will be attending these events in Europe, in Boston or Online, be sure to say hello. I hope to see you there!

My 2017 speaking slots are going fast with 6 events scheduled between January and April. If you think I would be a good fit for a conference or workshop you have planned in 2017, please let me know.


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© Online Marketing Blog – TopRank®, 2016. | Where to Learn About Influencer Content Marketing in Europe & the U.S. | http://www.toprankblog.com

The post Where to Learn About Influencer Content Marketing in Europe & the U.S. appeared first on Online Marketing Blog – TopRank®.

from Lee Odden Online Marketing Blog – TopRank® http://www.toprankblog.com/2016/09/influencer-content-europe-us/
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from Blogger http://elainebwhite.blogspot.com/2016/09/where-to-learn-about-influencer-content.html
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How Social Do Senior Marketing Executives and the CMO Need To Be?

Social Media CMO
Explosive growth of social networks has attracted considerable attention to CEO and executive use of social media. Optimism about executive social media impact has been fueled in part by studies like the
BRANDfog survey, which reports executive social participation leads to better leadership, creates more brand transparency and helps build better connections with customers, employees, and investors.

The CMO is one of the most visible people within a company and as a public facing marketing role, there is an expectation that the chief marketing officer will be active on social networks. But how many tweets, likes, shares and snaps is enough?

It is tempting for senior marketing executives to hold themselves up in comparison to professional marketing influencers who spend virtually all of their time keynoting conferences, writing books and being interviewed by the media – aka individuals as brands, or as I like to call them, “brandividuals”.

A review of the latest list of the most influential CMOs will reveal a number of executives that have been able to achieve a unicorn-like duality of maintaining their organizational responsibilities as well as an active social media presence like Beth Comstock from GE or Jonathan Mildenhall from Airbnb. But that is certainly not the norm.

In fact, only 49 of Marketing Magazine’s Power 100 have a Twitter account and many of them post infrequently or simply RT others’ tweets.   

Clearly, many senior marketing executives and CMOs are still working out what an appropriate level of social engagement looks like. To help provide perspective, I reached out to several senior executives for their views on a basic question, “Should senior marketing executives be active on social networks?”

jeremy thompson
The CEO:

“It’s crucial to be aware of social trends and influencers, so I would always encourage my team to be active on social media. Our clients are PR and comms professionals and it’s their job to amplify messaging and engage with target audiences – a lot of which is done on social, so we all need to be part of that conversation. What’s more, analysis of these engagements is the core of what we do. This helps our clients prove their worth and provides actionable insight into their PR strategy. So in short – absolutely yes.”
Jeremy Thompson @JeremyCThompson
CEO EMEA at Cision / PR Newswire

will mcinnes
The CMO:
“The strongest senior execs track their social pulse every day because it’s the freshest, fastest way to keep up with the voice of their customer. The weakest? Well, their assistants are still printing their emails!  No one expects a senior exec to be on every platform, every day. But any wise person knows the value of walking the floor, of understanding the terrain, and of being able to speak from the confidence of doing, not just knowing. So every decent senior exec has to have some social experience themselves. It’s finding what works best for them and their business that matters.”
Will McInnes @willmcinnes
CMO at Brandwatch

john watton
The Marketing Director:
“Yes. It’s not only a golden opportunity to get familiar with the tools your own customers are using, it’s also an easy way to ensure you don’t become a digital dinosaur, which can happen to anyone. Quickly. Going one step further, I would also question any marketer who lacks the curiosity to at least try out social. It’s all about having a growth mindset. Curiosity leads to experimentation which leads to innovation. Without which, brands may stagnate and fall behind their competitors.”
John Watton @jwatton
Marketing Director, at Adobe

stephen waddington
The Agency:

“I’ll cite three reasons:
1. If you believe as I do, that the future of organizational communication is social, then as a business leader you need to become confident and conversant in the social web.  

  1. You can’t begin to understand the social web unless you participate. It isn’t a spectator support. Doing is the most authentic form of sales. Show rather than tell.   
  2. Finally, executives that are active on social media, benefit from the profile and network benefits of creating their own media and networks.”

Stephen Waddington @wadds
Partner and Chief Engagement Officer at Ketchum

3 Essential Guidelines for CMO Social Media Success:

It’s pretty clear from all executive perspectives surveyed, that a commitment to being active on social networks is imperative, if not a practical function of marketing leadership. If faced with some uncertainty about how to find the right balance, CMOs and senior marketing executives can follow these three guidelines for meaningful and manageable social media success.

  1. Set a goal: Be specific – There are myriad possibilities with social media but even the thought of that can paralyze one’s effort to start. Begin with a singular goal. What is one thing you hope to accomplish by being visible and connected on the social web? Focus on that one thing and even go so far as to make a goal statement articulating what you hope to accomplish and how you plan to achieve it. The goal might simply be to reinforce your thought leadership on a specific topic or it might be to make yourself available to customers, prospects and the media. Just decide and commit.
  1. Curate: Be useful. Leverage a social monitoring tool like BuzzSumo, the search feature on Twitter or your normal digital news sources to find interesting articles, posts, videos and other kinds of content to share with your social network. Add some of your perspective to curated information that consistently follows the theme that supports your goal. Share your own content as well. Become the “best answer” for what it is you want to be known for by building thought leadership with useful curation plus insight.
  1. Interact and instigate: Be engaging. Much of social media’s value is in engagement and exchanges of ideas with your community. Use a social media listening tool to surface mentions of your name, brand and social content. Interact, show appreciation for the behaviors and messages that align with your goal. Ask your community questions that would lead to discussion and conversation around topics that can lead to your messaging and social media goals. Listen for questions being asked where your helpful answer can help lead that person to a positive experience.

Being specific in your goal, sharing useful content from other sources as well as from your brand and engaging with your community are three of the fundamental things a senior executive can do on social networks.

Make these core activities part of a process and a daily habit. Identify the tools you’ll need and set up alerts so you can spend a small, consistent amount of time building your social presence on a regular basis. With a little planning and tools, you can accomplish important visibility, thought leadership and customer engagement goals in just a few minutes a day.  

This article originally appeared on CMO.com.


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© Online Marketing Blog – TopRank®, 2016. | How Social Do Senior Marketing Executives and the CMO Need To Be? | http://www.toprankblog.com

The post How Social Do Senior Marketing Executives and the CMO Need To Be? appeared first on Online Marketing Blog – TopRank®.

from Lee Odden Online Marketing Blog – TopRank® http://www.toprankblog.com/2016/09/social-cmo/
via IFTTT

from Blogger http://elainebwhite.blogspot.com/2016/09/how-social-do-senior-marketing.html
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