Posts Tagged ‘social media’

Klout vs Peer Index

Very cool post about a new monitoring tool for social media influence.  But wait, doesn’t this take out some of the genuineness of social media? Clearly the power behind social media is that individuals can influence one another. Typically its a peer. Kind of like that class on “peer pressure” that we took in middle school, but now being the peer that can pressure others is a good thing. <Dangerous>

My comment:

This is all very cool and people like to see how they score and ultimately how they measure up. But when is someone going to produce a tool that will not only rank you and score you but then give you advice on how to improve your scores.  While this should be self evident, people that like to game want the rules of the game.

Either way, I still must wonder if Klout scores and social influence scores are more damaging then they are helpful.

Thanks for the comparision and info.

So what do think? Do social media scoring systems destroy the social media platform or do they help people realize “hey, I am big doofus so I need to chill on the twitter-thon”?

And get this, right now you can go find which U.S. cities are the most social media savvy. Social Media Rankings .

And apparently “The average New Yorker has nearly twice as many total friends across all social networking sites as business people in Houston.”

#SMAZ Panel w/

Elise Redlin-Cook Elise Redlin Cook, Fionn Downhill Fiona Downhill, Cindy Kim Cindy Kim, S. Wachter-Boettcher Sarah Marie

MikeCorak Mike Corak as Moderator,
& Thomas Ballantyne ( Thomas Ballantyne Thos003 ) as Narrator.

So what is Social Media strategy?

Fionn Downhill Fionn : Since I have been doing this for a long time, everything is SEO. Sorry, but being found in the search engine is what really matters. Social media is just an arm of SEO.

( Thomas BallantyneThos003 thoughts… Probably not what people want to hear, that marketers are just gaming social media…. Microphone distractions… Don‘t know who is talking…)

….. People don’t look at it like a social media strategy they look at it as your brand. What do you want to say? What is your audience/customer looking for from you?

Cindy Kim Cindy : You need an editorial calendar that matches your goals, time of year, product promos, new releases….

Uh.. Someone on the Panel… Ebooks are the new whitepapers.

Elise Redlin-Cook Redlin: Is content appropriate for ____(Blank)________ Channel. Fill in the blank. Twitter, Facebook, Youtube…

(In Thomas Ballantyne Thos003 head …Need Name Tags on Table to be able to follow.. Okay FOCUS…)

S. Wachter-Boettcher Sara – Content needs more attention not just on how, but who. Who is managing it? Bring together all the individuals that are publishing content. Consistent message. Work with the various departments of the organization.

Elise Redlin-Cook Elise – When I begin, I start with what mediums are appropriate. Ask, “How does content differ and frequency based on network?” Pay attention to the tone of the social media as well.

Fionn Downhill Fionn- I want my content on Google. Whether on twitter, or blogs, I want it found on Google. I want to rank for Keywords. One of the enemies is corporation silos. Client story… Marketing fought with IT and with operations.

Cindy Kim Cindy – Research is key. Where are people going to search for content. You don’t deliver information, readers find it. Where are people researching, reading. If you had an ideal list, a golden list, where are they going to go, where are they looking, where are they asking. Where is your prospect base communicating.

Elise Redlin-Cook Elise- Lot of tools out there to conduct research. Social content ground swell. If you have demographic information then you can find out where they go. Flowtown current customer list. Connect with existing customers in their online communities.

S. Wachter-Boettcher Sara- Silos happen in research as well. How will research in social help you in other ways? Segment your audiences. Social listening is also a good way to find your audience.

( Thomas Ballantyne Thos003, note to self… Create an overall customer persona for each of your target markets. Create a message that speaks to them.)

Cindy Kim Cindy – After listening and understanding audience ask yourself if they fit your golden customer profile.

Elise Redlin-Cook Elise – Specific keywords that the consumer uses, and adapting to the way they speak. Jargon that is industry related works for an industry audience, but it may not work for your customer audience.

Fionn Downhill Fionn – Social as a marketing campaign, there is audience. You don’t need focus groups. You don’t need secret shoppers. The information is there online. Getting long tail search is a great way to get audience. Find all the “how to… ”s and put together a spreadsheet then blog it.

MikeCorak Mike- TV is related to reviews and shows while television is not really in their vernacular.

Content Audit?

[Content Audit is looking at all the existing content and digital assets, on the web and off, that a client already has.]

S. Wachter-Boettcher Sara – Get a sense of your landscape ahead of time so that it can help you down the road.

Elise Redlin-Cook Elise – Use already made content and re-purpose it. Make a slide show. Make a podcast. Lot of great ways to re-purpose it.

MikeCorak Mike – Do you feel like a librarian at times?

S. Wachter-Boettcher Sara – Yes.. Some of my co-workers didn’t think they would see me again during my last content audit.

( Thomas Ballantyne Thos003 head… Nope haven’t seen her since she stepped off into that black and green character flowing abyss… the content audit matrix is real!)

Cindy Kim Cindy – When your communication team gets a hold of it, when you start building on the good content you find, you can get some good marketing, just by sharing. Take what’s good from you audit and breath new life into it!

Fionn Downhill Fionn- We help clients to control the top 10 for their name. Did you ever do any TV ads? Real cool ads. TV ads all on one micro site and they get awesome traffic on it. There is no content, text, on that site at all. We built some good links for it and they get a ton of traffic from it.

Cindy Kim Cindy – Webinar with CEOs. We got five pieces of coverage from it.

S. Wachter-Boettcher Sara – When you do an audit you can see relationships between content, marry them and get new content. Show the relations and link back to the old content.

MikeCorak Mike: Kinda like content curation.
[ Content Curation =Archiving and preserving digital assets. ]

Content Plan?

Fionn Downhill Fionn – Dominate search by following all the search engine rules.

Cindy Kim Cindy – Some companies are getting to a stage where their main site is their blog and their traditional site becomes a … “if you want to learn more click here”

Editorial Calender

Elise Redlin-Cook Elise – I kinda play a Community manager role. The editorial calendar is shared through out the entire staff. If they have something related that they are excited about then they can add to that when the time is right. But I get the final say and they have to contact me for approval.

( Serious note Thomas Ballantyne Thos003 to self… Make sure your editorial calendar is internal. Don’t let your competitors scoop you on it… if you have that great of information… probably not applicable to pest control.)

S. Wachter-Boettcher Sara – If you are an agency you must have people on the day to day operations. You are not entrenched in the company. Accept that you are an outsider. You will need an insiders voice. Social media is more difficult. You need more updates.

Cindy Kim Cindy – Social media with out content is just chatter. Social media all content is just broadcasting. Editorial calendar, every company should be planning. Does your content resonate? Are you on track with the company? What is your goal? Awareness, thought leadership, brand sales,… At a buyer level it’s all educational.

How do you measure success?

Elise Redlin-Cook Elise – Return on objective. What was your objective? Awareness, sharing a voice, finding out info from audience, or pure link building? Return on objective.

Fionn Downhill Fionn – Nothing matters if its not driving sells. How many RTs, Followers, …. Customer satisfaction, customer retention, up sales, resells, …it all comes back to the bottom line. In social medial, ROI isn’t there for my clients. My social media is for personal brand.

S. Wachter-Boettcher Sara – Web analytics can show you how social is driving traffic, but it’s hard to tell what actually converts customers.

(Thomas Ballantyne Flash back from earlier session with Matt – “Let’s draw a line in the sand so from here on out this is your ROI.”)

Who do you need to have as best friends within your organization?

Cindy Kim Cindy – Everybody has to be your best friends. Janitor, CEO. Who is going to be my content providers?

S. Wachter-Boettcher Sara – Get people talking together and pull/pool the information together.

Question from audience: Reputation management, which social media platforms do you recommend for reputation management?

Fionn Downhill Fionn – Take over top ten with mircosites. Facebook, Youtube, linkedin. You need 20 digital assets to take over the top 10.

Question from Audience…

I’ve got the Social Media content rolling… I’ve got the branding principles down, messaging down, I know exactly what to post. But then audience doesn’t respond. When do you step back and say we need a new strategy. Or when do you give the audience the opportunity to decided?

S. Wachter-Boettcher Sara – If you have not been listening to the audience along the way then you are not ready to publish.

Cindy Kim Cindy – Client side, look at the content and set expectations. Agencies come in handy by saying this is dated or too product focused.

Audience… How long do you give them to set up content strategy… listen, and plan?

MikeCorak Mike – At least 30 days of listening.


Thank you for a great panel! … roll credits…

Fionn Downhill FIONN DOWNHILL – PRESIDENT- ELIXIR INTERACTIVE Internet Marketing professional, consultant, speaker and CEO of Elixir Interactive

Cindy Kim Cindy Kim

@CindyKimPR– Marketing director for JDA Software. SM Marketing Blogger. Heart security, software and technology. Co-founder of Women of Web 3.0 Group.

S. Wachter-Boettcher @sara_ann_marie

Elise Redlin-Cook @RedlinCook with Vertical Measures.

Super Mom, Wife,& Animal lover by night and Content Strategist, SEM, ORM, SMO wannabe Photog by day who believes there is a reason to celebrate EVERY day!

And since he got so little attention above…



Tempe, AZ
Husband, father, digital professional who loves music, strategy, St. Patrick’s Day, and fun with friends.

….Just helping a brother out. =)

Related Article:

5 Things I learned at #SMAZ- Social Media AZ

Please add your comments.

And feel free to share this article if you like it…

(Hint: that means tweet it, digg it, stumble it, email it, etc.)


885 Social Sites… Man I am falling behind!!!

Posted: August 17, 2010 by Thos003 in SEO
Tags: , , ,

Just a few notes from a great article on Social Media…

“Poor Use of Social Media Has Negative, Long-Lasting Effects… perception.” Yes.

“it is important we understand what metrics matter”… What you actually want customers and not just traffic??? (sarcasm)

Love it.  The only 2 things I would disagree with… just a little…

1- “Unlike most marketing, the human element places a number of variables and issues that need to be taken into account (with social media)”

That should be all marketing.  If you are not marketing to the human element then your marketing is ineffective.  Per Seth Godin, “Mass marketing needs big numbers because it is ignored by the masses.” I don’t think Asa Chandler began using coupons to “brand” Coke.  He used them to give away free drinks “to people”, the human element. So in my opinion, all marketing needs that key element.

2- I’d like to say that spam is useless, but honestly, we both know that’s not true. If they weren’t making money and sales from it, they wouldn’t be doing it.

I must disagree.  Just because everyone is doing it and just because no one is doing cannot be an accurate way to measure something. Just because some people win the lottery does not make gambling a success. Just because no one has ever built a livable shelter on Mars does not mean it won’t work.

.. But again, I love the article overall… and don’t mind me I am just a pest control guy. =)

Read the full article:

885 Social Sites, SEO & Marketing: Fine Tuning Your Marketing Strategy

Businesses can now track their customers on FourSquare!  The press is out and many are feeling that this is both freaky and cool.  If you don’t like it, then your free not to use it.  But none the less the information is there and could prove useful to those that pick the tool up and know how to use it!

Who needs mystery shoppers when you’ve got real shoppers?

I think it would prove very useful for certain types of businesses. If I were a retail store, a restaurant, or any other establishment that had foot traffic then I would be all over it! This would give you one more way to engage your consumer, and to track your consumer’s experiences with your location. J.D. Powers still put it the best, “Every good company listens to its consumers.”  So start listening!

Listen and Engage your customers!

Individuals that use foursquare are aware that they are publicly announcing who they are and where they have been.  For the crowd that says the business is stalking, I say the business is LISTENING.  Further, these individuals probably want to be heard.  If they don’t then they may have a rude awakening when you start to engage them, but better that you tell them.  I for one appreciate the individual that is willing to step out of his comfort zone and tell me that I have broccoli in my teeth.  Awkward? Yes.  But it’s open honest communication that two adults should be okay with.  Just my opinion.

But then again I’m a pest control guy… and no one really comes to visit our offices.  =)

How can you use Foursquare in your business?

Please add your comments! Thanks.

Does pouring alcohol/liquor on a scorpion cause it to sting itself to death?

We tried 40 proof Vodka and the scorpion didn’t like it, tried to attack the liquor, and lived to tell about it!  And this all happened because of @redlincook bringing this myth to my attention through twitter.  Overall #AZIMA was a huge success last night.  Just the info on a few unknown tools was worth the money.  Frankly, I was pleasantly surprised.  Most people I run into that love twitter and social media can’t articulate it’s benefits to me.  The panel last night gave me more history on how, where, why, and when to use social media.  Funny enough @jaybear says that he spends a lot of time talking companies out of social media.  “It’s not doing social media.  It’s being social.”  He then gave some great insight on metrics that you can use to track social media efforts. Either way, with a scorpion in hand I was bound to make a few new friends…. even if a few think I am the pest that needs to be under control.

So thank you for a wonderful evening!  Special mentions for the panel – Rebecca Armendariz – For her inadvertent mention of scorpions. And for some great pointers on dealing with social media in a regulated industry. Brandie Feuer – Planet Hollywood gave insight into using twitter as a customer service tool and the audience that twitter caters to. And @USair, thanks, sorry don’t know who the guy on the panel was….

@careypena3tvCarey Peña – Special congrats on standing for the whole show while being pregnant with twins!

Need Scorpion Control?