Persuasive Picks For Week Of 6/3/13

many-suited-businessmen-300x168Knowing how to convey tone in your online writing – including blogs, Tweets, Facebook posts, pins, etc. – is to know your business inside and out. SocialMediaToday’s Kylie Robertson asks readers “If your business were a person, what would it look like?”- stressing the importance of personality, because that’s what your company will be perceived as online: a person. Read more about writing with the right tone in mind in Who Does Your Company Sound Like? Finding Your Tone in Social Media Writing

Social media and blogging has gone from being an activity we started just for  fun and pleasure, to a more serious business. If you need to market and monetize your business, personal brand, website or blog to take advantage of the opportunities, then you need the right tools, resources and advice to guide you. But the explosion of websites, apps, tools and resources online is often confusing. Business2Community contributor Jeff Bullas narrows it down to 39 Awesome Tools and Resources for Blogging and Social Media Marketing.

emailA recent survey of more than 1,000 mobile device users found that for the first time ever, email is the primary reason people are using smartphones. What’s more, emails from brands are second only to personal recommendations when it comes to influencing purchasing decisions on mobile devices. What does that mean for marketers? Michael Truby at PRDaily explains Why Email Is A Key Element Of Mobile Marketing and notes a few key factors to keep in mind.

When marketers list the types of content they’re producing, many put a check next to the box titled “webinars.” These online presentations have been used effectively for many years, and the webinar’s popularity has surged with the decline of tradeshows during the recent recession. But Marketing Automation Evangelist Mathew Sweezey points out that Only 16 Percent of B2B Consumers Prefer Live Webinars, and suggests that implementing three essential techniques will help you earn more ROI out of each webinar and increase lead generation significantly. – via ClickZ

“Influencers Who Inspire” Our Latest Interview With Jason Miller Of Marketo

Jason Miller serves as senior manager, social media strategy at Marketo. He leads the company’s social media efforts, focusing on optimizing social for lead generation and driving revenue. He is a regular contributor to leading marketing blogs, such as Social Media Examiner, Social Media Today and Marketing Profs.

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Pick one: Beer, Wine, Soda, Juice, Coffee, Tea  or Water?

I don’t always drink beer, but when I do, I prefer Stella.

In addition to your social media strategist position by day, you are also a rock music photographer by night. What is the one band you haven’t seen live yet that you would love to photograph?

I have been fortunate enough to photograph many of my favorites including The Cult, Guns N Roses, Motley Crue, Keane, etc. But I am missing one, and that would be Cheap Trick. Their management company has ignored my requests for some reason, but there are two shows coming up here in The Bay Area that I will be attending so I am hoping they respond accordingly this time. It’s free PR for them, so I am very surprised to see them pass up the opportunity.

What parallels in skill sets can you draw from photographer & entertainment writer to the social media magic maker you are today?

Creativity, striving for perfection and the freedom to try new things. Social media marketing is all about how creative you can get while selling to your customers and prospects without selling. There’s a great quote from marketing mastermind Gene Simmons that I always go back to: “We need the people to like what we do. The more they like us, the more they will buy.” That’s been his philosophy regarding KISS and their worldwide domination, but it also applies very well to a company’s social media strategy. The mentality of ‘always be closing,’ needs to change to ‘always be helping.’

In your recent AMA webinar on the topic of Social Media for Lead generation you spoke about “getting out there and trying things.” What ‘things’ do you recommend trying first to increase engagement?

By ‘things’ I essentially mean trial and error. Social channels are simply another touch point between you and your customers and prospects. They move in real time and what works for one business may not work for the other. The idea here is to find success stories and strategies, then make them your own by adjusting the tactics to your audience. Many of your early social campaigns will indeed fail, and that’s ok. The key here is patience and not giving up too early.

How do you keep up with all of your different social networks ? What processes or tools do you have in place to make it easier?

It is challenging, to say the least. Hootsuite is essential for managing multiple social networks, but I really love reading blogs. With the looming death of Google Reader, I have switched over to Feedly to aggregate and read the blogs that I love. Flipboard is also a great option when I want a fully-integrated social feed in a magazine-style format, the only problem there is the filtering. But they are getting much better.

You talked a bit about LinkedIn as a critical social tool for lead generation, and it has certainly improved in the recent months. What do you see as the most valuable way for a business to use LinkedIn?

The most valuable way businesses can use LinkedIn right now is for prospecting, listening and building credibility. There is a cornucopia of insights within the platform, if you know how to set up saved searched-around keywords. There is also a tremendous opportunity to engage with super relevant conversations within the newsfeed and LI groups. I am really excited to see the new products that will be coming from LinkedIn for marketers in the coming months, as I believe they are just getting started.

You also mentioned Facebook as being an important lead generation tool no matter the kind of business you are in. Can you explain why that is the case?

The bottom line here is that if your business or brand, regardless of the niche you are in, doesn’t have a presence on Facebook, you are simply missing opportunities. There are more than one billion people on Facebook; if you think your customers, prospects and decision makers are not there, you are wrong. The important thing to remember is that in the world of B2B marketing, your customers and prospects are not on social to be sold to. Entertain them, tell them a story, give them something to share, help them along the way, and when it comes time for them to purchase, your company will likely be top of mind.

Measuring success is always important to any marketing initiative and tying our work with social back to lead generation is no different. For a small business that may not be able to afford a Radian6 or Marketo right now, what metrics do you recommend looking at beyond likes, shares and follows to determine campaign success. Are there any good free tools that go beyond the average vanity measurements?

That’s a great question. For a small business or anyone just getting started, I would recommend something simple but super effective such as Sprout Social. It’s a pretty decent all-around social tool and provides a nice foundation for anyone looking for a quick snapshot of the social-sphere around their business. Once you begin to get a bit more serious around your social measurement of lead gen opportunities, then you need to start tracking social as a lead source, along with referring traffic and conversions from social. You can do that with Google Analytics. The main thing to keep in mind is that when you start seeing leads come in from social, they are almost never ready to buy. You need to have a lead nurturing process in place, and that’s where marketing automation really shines.

We work some amazing and dynamic marketers and CEOs with fantastic ideas, but sometimes best intentions for writing don’t seem to happen. What is your best tip for inspiring busy executives to crank out the blog posts?

Easy. Go to lunch with them and ask them questions. Record the conversation, then have it transcribed via TranscriptionStar or a similar service. You can extrapolate from there and possibly even have two or three posts from one conversation.

As an aspiring comedian, would you please share the funniest social media update you ever posted or remember seeing across your networks? 

I don’t know if it’s as funny as it is disturbing, but I once tweeted that I woke up one morning still unable to forgive George Lucas for introducing Jar Jar Binks to the world. Somehow it got retweeted tens of thousands of times, and I ranked as the number one influencer for Jar Jar Binks on Klout.

Interested in learning more? Please leave any questions or comments for Jason below.  You can also catch up with him on the Marketo blog or follow him on Twitter.

Persuasive Picks for week of 5/20/13

twitter-bird-white-on-blue3Shea Bennett, Co-editor at AllTwitter, has been writing about Twitter on a near-daily basis for more than four years. Over that time-period, Twitter has changed considerably and continues to evolve. Accordingly, so has the way that Bennett thinks and writes about Twitter. There are some valuable tips to be found in her lessons learned – What I Have Learned From Writing 2,000 Articles About Twitter

If you’ve done any marketing on Facebook, then you’ve probably seen both successful fan pages and not-so-successful fan pages. So there must be some sort of “secret” to successful Facebook pages, right? Business2Community contributor Scott Ayres sure thinks so, and that’s what he set out to discover when he asked a few Facebook experts for the inside scoop in The #1 Secret of Successful Facebook Pages – 5 Experts Weigh-in

business_bookAs more businesses continue to enter the blogosphere, they run the risk of publishing clichéd, outdated articles in the hopes of attracting a wider audience. Business blogger and MyCorporation CEO Deborah Sweeney explains that she has seen plenty of business blogs that continue to publish material that is either uninteresting or unprofessional and, to stem the flow of poorly written postings. She recommends Five Topics to Avoid When Writing Your Business’s Blog on SocialMediaToday.

4 Social Media Tips Businesses Can Learn from Celebrities – Although most lists of “things we can learn from celebrities” include more don’t's than do’s, there is definitely one thing they can teach us: the art of social media. Celebrities, much like big businesses, have huge name recognition and fan loyalty. Also, like the corporate world, they have new projects, products and ventures they’re promoting via the social web. Social Media Consultant Lisa Parkin provides a few lessons businesses can learn from social media-savvy celebs in her piece at The Huffington Post.

“Influencers Who Inspire” Interview with Ari Herzog, Digital AH

As we continue to connect with influencers within the industry, we’re delighted to share an interview with Ari Herzog, Digital Media Strategist and Principal of Digital AH. As a digital media strategist, Ari Herzog provides services in auditing, marketing, and training (http://digitalah.com). A former columnist for Mashable and the Huffington Post, Ari explores new and emerging media on his 5-year-old blog at AriHerzog.com. He is also President of Social Media Club Boston and a 2-term elected city councilor in Newburyport, Massachusetts. Tweet him at @AriHerzog.

You are an elected city councilor.  What role do you feel social media played in the election process?

“I want to be the first Jewish President of the United States,” I told Mrs. Stockus in third grade when she asked the class about our future aspirations.

While I no longer have desires to run the country, I do enjoy local government and ran for elected office as a city councilor in 2009.

Integrated with neighborhood mixers, candidate debates, newspaper interviews, and yard signs, social media played a big part. I blogged, Facebooked, Tweeted, started an email newsletter, and uploaded a few videos. They were all a hit — and residents were excited to meet me in person after reading my blog or receiving my emails.

I continued to use the web during my first two years as a councilor — and people began to appreciate my prompt response times when they emailed me. They told their friends about me, and their friends subscribed to my civic blog (http://councilorariherzog.com) or liaised with me through other media.

My passion for the web and my sincerity to connect with residents helped me win re-election to the council last fall. I’m currently serving my second term. You can listen to me elaborate on some of my campaign tactics in a government radio podcast  recorded in the days after my first election.

You have a diverse background and wear many hats. Which role do you find most rewarding and why?

My favorite hat is the political one, being a city councilor. While I’d worked in both state and local government previously (and earned much more money than the $5000 I receive every year as a councilor), my 2009 election was proof — to me, more than anyone else — that I could do anything I wanted to do, including reaching for that political gold ring I fantasized about in third grade.

I choose to do business as myself and not work full-time in Corporate America. I’ve been there, done that, and, while I may return to a full-time job someday working for someone else, I like being my own boss as a digital media auditor and digital marketing instructor. I like awaking on my schedule and deciding when and if I want to go the gym or take a walk. I enjoy networking with other people and I’ve discovered how to perfect my elevator pitch so the other person instantly understands what I do and how to help me.

As a college instructor, what is your overall goal in terms of teaching your students? As they complete their coursework, what is the one major element you hope they have learned/gained from having you as a teacher?

Among the ongoing courses I teach (http://ariherzog.com/teaching) is a 4-week interactive course on social media marketing. My syllabi include the following course objectives:

1. Introduce core concepts of social media including interactivity and relationship building.

2. Increase awareness of how social media can help organizations enhance their objectives.

3. Learn the importance of listening and the best ways of doing it online.

If a student walks away with one new fact or tidbit that was unknown when sitting down, I did my job. If the student walks away with three or more facts to help improve Internet knowledge or online productivity, there is nothing more to make a teacher proud.

Where do you find inspiration for your blog posts?

I used to write at AriHerzog.com every day — inspired by social bloggers in my RSS reader such as Danny Brown, Kristi Hines, Phil Gerbyshak, John Haydon, Louis Gray, Mark Schaefer, Shelly Kramer, and others.

While I still read their blogs and am inspired to comment or socially share, I lack the desire to take something they wrote and either echo it or re-slant it on my own blog. I am also trying to write less about the “what” or the “how” and more about the “why” of new and emerging media. For instance, I recently opined why sole proprietors and freelancers should consider deleting their Facebook pages, and as you can gauge by clicking the link, people are engaged to respond.

I am reading Gip Plaster and Farnoosh Brock more frequently these days, enjoying their blog posts on smart living and improving your life.

What is your “ideal client” (if you could hand pick one) for Digital AH?

Cookie Monster’s spoof of Carly Rae Jepsen’s song “Call Me Maybe“ is a great example of the social content being created by Sesame Workshop — and that is the ideology of company I’d enjoy working with in the coming months. Much of my development as a toddler, adolescent, college student, and beyond is based upon the social interactions between Big Bird, Oscar the Grouch, Mr. Hooper (remember him?), and Ernie and Bert.

While I have zero experience in childhood development or social work, I do possess a bachelor’s degree in sociology — and societal issues such as race, ethnicity, and power – which I wrote about in college papers – are coming to life every day on the social web. Kudos to Sesame Workshop for their strong usage and evangelism of social networking channels. I’m sure there are countless TV shows or producers wanting to use the web to promote their versions of Big Bird and Oscar. I’d really like to help them.

What is next for you in 2012?

I will teach my first digital marketing course to MBA students at Endicott College this fall.

I’m reaching out to government technology vendors to partner with them in digital marketing areas.

I am stepping up my schedule of submitting proposals to speak at conferences in New England (and around the country) and am hopeful their organizers like my ideas.

And, there are some other surprises I can’t talk about yet!

 

Persuasive Picks for the week of 05/30/11

JetBlueHow JetBlue’s Social Media Strategy Took Flight
Mashable‘s Todd Wasserman shares an interesting Q&A with JetBlue Marketing SVP Marty St. George that provides some insight into the company’s tremendous success with their social efforts.

5 top social media security threats
There’s plenty of information out there about the benefits of integrating social media into your overall marketing strategy and how to dip your toes in the water. But how much thought have you given to the risks? This Network World post from Chris Nerney covers five of the biggest social media security threats that enterprises could encounter.

SEO + Social Media + Blogging: When Will Big Business Catch Up?
Crispin Sheridan, Senior Director of Search Marketing at SAP in New York, shares highlights from Hubspot‘s recent ”2011 State of Inbound Marketing Report” via this post on Clickz.com.

Behold the Awesome Power of Social Media
Bnet‘s Steve Tobak recaps the recent viral social media storm surrounding artist Stevie Koerner and retailer Urban Outfitters. The article shows how social media has the power to emotionally charge a situation and negatively impact a brand regardless if the company is legally in the right.

B2B Marketers and Social Media – The Catch 22 Situation
Sometimes it might feel like the success of our social content and SEO optimization efforts are tied to the whims of Google and their continual tweaking of their search algorithms. To some degree it may be, but this Technorati post from Amit Saxena provides some helpful direction to B2B marketers on how to cope with the fluctuations.