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Ramon Ray’s Five Steps for Personal Branding

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As many of you may have heard, NMX (BlogWorld) recently purchased a new conference: Ramon Ray’s Small Business Summit. We’re super excited to work with Ramon, who is an absolute firecracker.

Ramon was actually a speaker at NMX 2013, where he talked about personal branding and how this affects your company’s growth. Knowing Ramon on a personal level, not just seeing a faceless Small Business Summit logo, is part of what enticed NMX to want to work with him in the first place, so he was the perfect person to speak on this topic.

His session covered an incredible amount of information in just a short 30 minutes (and you can watch the entire session as a premium member of NMX University), but today, I wanted to cover his five steps for personal branding success. (And a big thank you to Jess Boyer for helping with this post by taking notes during the session!)

Step One: Establish Your Platform

People like to put other people and businesses into neat, little boxes. If you don’t define yourself, others will do it for you. So think about what your message will be, what your brand will be. What are your strengths? What do you want people to know about you? What makes you stand out?

Step Two: Show the Hell Up!

According to Ramon, you don’t have to tweet all day long. What you do have to do, however, is be visible online and in your community. Volunteer. Join your local chamber or business networks. Look for new opportunities for people to get to know you. You can’t phone in the personal connection factor.

Step Three: Be an Online Publisher

Ramon also stated something we know extremely well here at NMX: if you aren’t online, you don’t exist. You have to lead with your content online, rather than the sell. Get out there on social media and start a blog so you can tell your story. People will listen, and once they get to know, like, and trust you, they’ll also want to do business with you.

Step Four: Plan for Media Exposure

Once you establish yourself online and in your community, the media will start to contact you, and this has a snowball effect. Media leads to more media leads to more media – provided you are an interesting story to cover. So be ready. Be personable and have your story ready to tell in a quick easy-to-understand way.

Step Five: Organize an Event

This is by far the hardest step in Ramon’s plan, but it can also be the most rewarding. You don’t have to plan the next NMX or Small Business Summit. Even on a small level, events will help you network with others in your industry, attract media attention, and boost your credibility. However, it’s important to be aware that organizing an event can be stressful and expensive. If you work with people you trust, though, it can be an incredible personal branding tool.

Remember, you can watch Ramon’s complete session, along with dozens of others about business, online content creation, publishing, social media, and more at NMX University with premium membership (our 2013 virtual ticket). Check it out today!

2012 Social Sharing Trends [Infographic]

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With each passing year, we share more, invest in new tech toys, and the way we get the news of the day evolves. Information is everywhere and all of us are a part of shaping the social sphere around us. As we get ready to wrap up 2012, what will the year be known for? Who was the most talked about athlete this year? What country had the biggest growth in social? What was the most shared event? See what AddThis has to say about the trends from 2012 in this infographic.

 

 

Telling Instead of Selling: How Smart Brands are Using Social for the Holiday Season

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With all of the banner ads out there promoting holiday shopping, how do businesses stand out online? How do they get their products under the tree? Smart businesses are finding new ways to reach consumers without distracting them from content they enjoy. They’re becoming a seamless part of the online conversation and, as a result, stay top of mind for consumers as they shop for their holiday gifts. Smart brands tell stories that create a connection to their brand.

So how are companies connecting with their consumers using storytelling in social media?

Here are a few examples of companies that are getting their story out there this holiday season.

jcpenney

jcpenney gets it right with creating stories about their products that are relatable and interesting to readers. They even do it in Spanish. One example is their social campaign to showcase a new clothing line from Liz Claiborne. They worked with bloggers like hablasfashion to create three different outfits from their fall clothing line. The readers then voted on their favorite outfit and commented on the line. This is a perfect example of social done well. By working with an influential blogger, jcpenny was able to create a personal story around their products that was authentic and engaging to readers.

Udi’s Gluten Free

Udi’s makes products that are gluten free for people with celiac disease or who just want to live a gluten free lifestyle. Their community page is a perfect example of how they are staying top of mind for consumers. This season, Udi’s is telling stories that relate to the holidays. They highlight stories about gluten-free living and how to survive the holidays.  The content creates an emotional connection with the brand because they talk about a personal experience, living gluten-free. It makes shoppers feel like Udi’s cares about them and their lifestyle.

Operation Christmas Child

This charity organization packs boxes full of toys and personal items for children in need that are delivered around the holiday season. They worked with bloggers like 2wired2tired to create narratives about packing boxes for their programs. The stories were first hand accounts of bloggers teaching their own children about social good and the needs of others around the world by packaging boxes for social good. The stories are personal and heartfelt blog posts that drive readers back to the Operation Christmas Child website where they can also begin the process of packing a box for charity.

Storytelling works because it is the natural way that people communicate. When you hear a heartfelt story about a personal experience shopping for the holidays, read about a recipe that someone created, or learn how someone taught their child to care for others, you feel an emotional connection with the writer. Brands that join the conversation and tell stories that mean something to the reader become more relatable. When consumers connect with a brand, they buy their products. Nothing connects consumers to a brand like a good story.

Editor’s Note:  Want to hear more from Jennifer Beaupre? Be sure to come hear her speak at BusinessNext Social, collocated with NMX, this coming January! She’ll be interviewed along with Sam Fiorella of Sesei Marketing in a session titled, “A Look Into The Future Of Influence Marketing.” Register today!

How To Inspire Customers And Build Brand Advocacy

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There is no simple formula for inspiration. There isn’t a single process or “8 simple steps” that will help you change customer behavior. Everyone is different. We are all inspired by different things and at different stages of our lives. As a boy, I was so inspired when Daniel-san “laid the smack down” on Johnny Lawrence of the Cobra Kai in the Karate Kid that I begged my mom to sign me up for Karate lessons. Today, those things don’t really inspire me much anymore, well maybe a little … oh, and Karate lessons only lasted a few months.

But one question that we must ask ourselves is whether a brand can actually inspire their customers?

I believe it can. But it requires a fundamental shift in how we as marketers behave, act, communicate, plan and go-to-market. We must stop referring to customers as target audience, segments or page views; and consider that they are real people, with real emotions. We must learn to give without any expectation at all of receiving anything in return. I call this reciprocal altruism and sometime it’s as easy as just saying, “thank you”, maybe an @mention to a customer or maintaining a positive attitude when we are getting grilled online.

Certainly ROI and business value are important here and I am not saying that we must be scared of the “hard sell.” The great thing about content marketing is that you can move customers up, down and through the purchase funnel by simply providing content that matters – the right content, at the right time, in the right channel to the right customer; and not forgetting about how paid, earned and owned media work together across the social eco-system.

It reminds me of a book that was written well over a decade ago and it was definitely pioneer thinking at that time. Seth Godin’s “Permission Marketing” was written on the premise of reciprocal altruism. He argued that marketers must build trust and credibility with their customers and then “ask them for permission” to market their services. Same concept today and even true for IRL relationships. It’s simply applying what we already know to be true as humans.

And the truth is, there are some companies that inspire for one reason and one reason only. They have bad-ass products. I don’t care at all if they say “thank you” on Twitter or crowdsource community feedback because they are looking to create a new product. As long as they continue to innovate and stay bad-ass, I will continue to be inspired, buy their products and tell all my friends about it.

The challenge for most companies is trying to operationalize this behavior and build repeat processes that allow for scale. This is why I am really excited to be teaming up with Matt Ridings of Sidera Works for our session at the upcoming BusinessNext conference in Las Vegas. Our session, “The New Influencers: Brand Advocacy Inside & Out,” will give key insights and actionable take-aways in order to build brand advocate programs externally with your customers and internally with your employees. We hope to see you there!

To read more about brand advocacy, you can look over my social business blog or follow me on Twitter.

The Photography Wars Heat Up

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My entire life I’ve enjoyed taking photos. Follow me on Instagram and you’ll see that I’m constantly capturing moments from my life and sharing them with the world. This allows people to connect with me in a way that my blog, podcast or other mediums have never allowed.

Most of us leave the house every day with a camera in our pocket (aka a phone) and yet businesses big and small seem to be ignoring or not fully realizing the power of photography when they plan out their marketing efforts.

Repeat after me: Photography MUST Be Part of Your Marketing Plans.

I’ve been saying it for years and yet not everyone was listening. We even dedicated a whole chapter to photography in Content Rules because Ann and I knew that no matter what business you were in, images are important.

This week we’ve seen the battle for photography heating up online as Instagram pulled their images from Twitter, Flickr unveiled a major update and Twitter added editing capabilities to their native app.

It is easier than ever to take a photo, post it online and get reactions to it. Take one minute to look at your social network of choice and you’ll see photos throughout.

Images are the most important content you can create to get attention online.

I’m not discounting other forms of content, but I am telling you that if you are not creating and sharing images as part of your marketing mix you are in trouble.

Humans enjoy looking at photos. They stand out and get attention from even the most click happy of web surfers.

During my session at NMX I’ll be discussing the importance of photography, but I’ll also be sharing tips on how anyone can find, take and share images that people will enjoy.

While I won’t have time to teach a full photography class, I do plan on sharing my personal workflow and plan on everyone leaving thinking and taking photos in a new light compared to when they walked in.

Consumers Are Connected: Are You?

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Just the other day, I went shopping with a friend of mine who is obsessed with her phone. She checked into the mall via Foursquare, telling others exactly where she intended to shop. We found some cute shoes, which prompted her to like the brand on Facebook, and before leaving the store, she double-checked movie times for the film we wanted to see. We had some time, so we stopped for a bite to eat before the movie, and of course, she had to share a picture of her meal on Instagram. During the movie was the longest she was away from her phone all day!

It’s easy for me to point fingers and snicker at my friend’s phone addiction, but I’m not much better. Even when I’m at home, I sometimes find myself using my laptop, phone, and Kindle at the same time.

Today’s consumers are connected. There’s no doubt about that. The only question is this: is your business connected too or are you being left behind in the dust?

Social Trust

At BusinessNext Social 2013, Mobile Marketing Academic of the Year Lin Humphrey will be be presenting “The Connected Consumer,” a session where he’ll talk about his study findings on psychographics of social media users and what some digital marketers are doing to feed into this need for connection.

In an interview with USA Today, Humphrey remarked, “Research shows we trust our network more than advertisements or celebrity spokespeople, so it makes sense for a business to encourage photography and social endorsements.”

Social networks enable this kind of sharing, but what is your company doing to connect with consumers who want to use these networks?

  • Are you easy to find on social networks?
  • Do you reply to consumers’ questions and complaints via social media?
  • Are you actively looking for people talking about your company?
  • Do you reward social sharing, encouraging customers to talk about your company online?
  • Do you say thank you when people are complimentary about your company?

You have to be able to scale your social media efforts; talking to every single customer or potential customer isn’t sustainable. But you’d be amazed at what any kind of social presence can do for your company.

Best Online Marketing Practices

So what can your digital marketing team do to engage consumers via social media? There’s a laundry list of techniques, but something the best marketing campaigns have in common is enabling self-expression and connectivity not just to the brand, but to other users.

  • Clothing company Betabrand gives $20 discounts to users who take pictures of themselves wearing Betabrand items.
  • Coke and Pepsi both unveiled programs allowing consumers to buy a soda for someone else at a random vending, and then watch the receiver’s surprised reaction. The person could then send back a thank you note.
  • Back in 2004, Burger King already realized the power of online self-expression and connectivity. In the “subservient chicken” campaign, they allowed users to log online and give an actor in a chicken suit commands to follow. The site is still live to this day, and promotes Burger King’s “have it your way” philosophy.

Of course, hiring an actor in a chicken suit isn’t the right course of action for all businesses, but there’s still something to learn here about connecting directly with your audience. For even more “best practices” and tips for digital marketers who want to reach the customers, make sure you attend The Connected Consumer session at BusinessNext.

The Top 20 Most Social CMOs in the Fortune 100

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This fall, Mark Fidelman, our Conference Director of BusinessNext Social, set out to find the most socially active group of CMOs in the Fortune 100.  Surprisingly, the group is overall not on the early adopter end of the social media spectrum. Only one in five CMOs or top-level marketing / communications executives from the Fortune 100 list have an active public presence on social networks. In our experience, having a large digital network is a significant advantage for anyone in positions where communication and influence are key ingredients to success.

The study revealed that the following individuals have social influence which distinguishes them from their peers. Mark said, “These visionaries have demonstrated their ability to sustain an adaptive social business by implementing new strategies, embracing cutting-edge mobile and social technologies and developing engaging content.”

20121109-BusinessNext-Speakers

Note: Only the highest ranking marketing executives were considered in each of the companies.

Methodology

While CMOs may apply different methodologies for engaging digital communities on an array of social platforms, these few rank highly on a formula pioneered by Mark Fidelman that considers metrics such as Twitter followers, retweet frequency, social engagement frequency, social mentions, KRED scores, and Klout scores. Weights are assigned to each factor to determine the final rankings of each CMO’s social impact.

Why Is This Important?

There is obviously a major discrepancy between the low social rankings of most CMOs and the significant focus placed on the impact of social media in business and the evolving role that marketers are taking in social media activities. A recent CMOSurvey.org study predicts that social media spending as a percent of rising marketing budgets is expected to increase from 7.6 to 18.8 percent over the next 5 years, while Gartner Research predicts the CMO will spend more on IT than the CIO by 2017.

Ironically, these 100 CMOs are charged with leading social initiatives for the world’s largest enterprises, yet our analysis shows that the majority have relatively little experience building influencer communities. “That is a major stumbling block,” says Mark.  “The consensus among the people who top our list is that CMOs need first-hand experience building online communities to connect with customers and foster loyalty, trust and engagements.”

“An adaptive business is the only business that will survive the new challenges ahead, challenges caused by a massive shift of power from corporations and traditional media to customers and influencers. Companies that don’t make the transition to adaptive, social business will face overwhelming challenges that they are ill-prepared to overcome. Too often, we’ve witnessed organizations fail to understand and act on these shifts, and surrender to their competitors and creditors.

 We want to change that. 

 At BusinessNext Social, we’re giving business leaders the opportunity to learn how the most successful companies remain relevant, sustainable and profitable. What’s the secret? Combining new social and mobile technologies with smart content. When produced in the right culture, this creates a powerful growth machine that can automatically adjust to changes in market conditions.” 

– Mark Fidelman, Conference Director, BusinessNext Social

If Mark’s vision for social business sounds too good to be true, then we have to recognize that the transition to social business is incredibly difficult.  And, effective change needs to start at the top.  Only by “walking the talk’’ can CMOs and other C-level executives demonstrate credibility and set the example for fellow workers.  Clearly, some CMOs already “get it.” Dozens will be speaking at the upcoming conference and hundreds more will join. But what about Fortune 100 executives leading some of the most prominent brands that touch our everyday lives? How many of them are leveraging the power of social as a best business practice?

What do you think? Does the future belong to those who know how to grow and influence their own digital networks?  Are CMOs and other C-level executives equipped to drive social inside the organization and out?

10 Tips for Your Brand or Business to Get Started on Instagram

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instagram homepage

instagram homepage Photo-sharing app Instagram isn’t the first service to help brands and businesses share pictures from a mobile device to your community and it definitely won’t be the last.

Instagram, fresh from finalizing its acquisition by Facebook and crossing the 100 million users mark, has become the prominent dashboard for capturing, editing, and sharing images across the social web. With the growing importance and emphasis placed on images within social media, Instagram has become an optimal visual sharing mobile platform.

If your brand or business is ready to integrate Instagram into your content strategy and social media mix, here are 10 things you can do now to get started on the path.

GET STARTED

Reserve Your Instagram Name

Instagram is currently not set up to have brand/business accounts, but you can set up more than one personal account. If you already have a personal Instagram account, just make sure that you sign-up for another account using a different email address.

KEY TIP: If you are having difficulty securing a username, Instagram does have a trademark policy in place and by contacting Instagram you may have a chance at claiming your business Instagram name.

Set Up Your Profile

Instagram allows you to add a profile image, bio, and link to your website. Take advantage of filling these out and keep your information descriptive and simple.

KEY TIP: Since Instagram is rooted in mobile usage, make sure that the website that you decide to link your profile to is mobile friendly.

Sync Your Social Profiles

Instagram can be an excellent visual starting point for any photographic content that you wish to syndicate on other platforms. Take Facebook, for example, you can share your Instagram photos to brand pages, ensuring that your content displays larger and more prominent in Facebook streams than conventional shares and updates.

KEY TIP: Be sure to connect your account to Facebook, Twitter and any other third-party social sharing sites where you have an account (Profile > Edit sharing settings).

DEVELOP A STRATEGY

What’s Your Story

Instagram is a great platform to tell your brand story and can allow you to connect with your audience on a very emotional level. Spend time researching what Instagram consumers are most excited about, what type of content they engage with the most, and why consumers should even follow you on Instagram in the first place.

KEY TIP: Planning out your brand story and content strategy ahead of time will give you the insight into how and where your Instagram content will be distributed within your social media ecosystem.

Develop Your Editorial Calendar

Much like an editorial calendar for your blog, Twitter, or Facebook page, Instagram should be viewed with the same comprehensive tactics.

Brands can earn greater reach and results by investing in a journalistic approach to their content. Move your editorial calendar away from promotional messaging to the delivery of very useful, inspiring, and meaningful images that will drive engagement and positive viewing experiences.

You can define a schedule on how often you would like to update Instagram. At the beginning of the week you may decide to post behind-the-scenes images of your business, followed by new product updates mid-week, and finally ending with inspirational quotes or photos leading into the weekend.

KEY TIP: Entering a social platform takes commitment and consistency. Over time, your brand or business should be able to understand what type of images are most engaging within your community. You will also learn when is the optimal time your Instagram audience is most active.

Cross Platform Integration

Since Instagram is a tool that works best in conjunction with other social platforms, developing a strategy within a holistic social media strategy is a strong approach. Visually-emphasized sites such as Pinterest, Tumblr and Facebook can benefit from the additional photographic content that will help further the reach and engagement of your messaging.

KEY TIP: When re-publishing content across multiple platforms consider adjusting the copy on each platform’s post. Copy that is suited for Pinterest with a specific call to action may not work for Facebook.  Facebook and other social platforms may require a different call to action.

ENGAGEMENT TACTICS

Involve Your Staff and Employees

Sticking to a set Instagram editorial calendar can get overwhelming at times, especially when you find yourself with a shortage of visual content to update. This can be a perfect opportunity for your brand or business to begin involving your staff and employees.

Not only will empowering your staff in contributing to Instagram give them a stronger sense of ownership, it will also show your employees a more creative side of your business and how social media can play a valuable part.

KEY TIP: Like any other social platform it’s about defining a brand voice. Instagram is just a more visual medium. Behind-the-scenes photos from staff and employees can put additional faces to your brand or business, as well as show a holistic view of your brand.

Engage Your Community

Be sure that you stay engaged with your community even when at times you may feel like you have nothing to share. Just like any other social platform, remember that Instagram is a community too and that reciprocity is key! Reach out to your followers and other Instagram users by liking and commenting on photos, especially if they mention your brand or business. This can increase visibility and provide additional insights to defining your community. Responding back to comments can be viewed as active participation in the community and will continue to keep your consumers engaged and happy.

KEY TIP: Other engagement opportunities can include creating contests and promotions that encourage your community to talk about your brand or business. Feel free to share any promotions/contests you may have running on your other social profiles. This will help raise the awareness with your consumers that you are on Instagram and will be providing content that may be valuable to them as well.

Tag and Geo-Tag Your Photos

Incorporating hashtags (just like on Twitter) will help increase visibility. A great start can be as simple as using a hashtag for the photo’s subject matter, location, filters used, and maybe even additional inspirational descriptions. While hashtags can increase visibility and build context around your images, don’t go overboard.

Instagram now places additional emphasis on geo-located images with their integration of a map function in app, geo-tagging your photos can provide additional visibility.

KEY TIP: If you don’t like the look of all those hashtags in your photo caption, feel free to add hashtags in a comment below the caption. This will keep updates cleaner yet still prove functional within Instagram search queries. As for geo-tags, adding a location to your photos, whether it is a city or even your actual place of business, will provide greater context around your Instagram images that consumers can engage with.

MEASURE AND OPTIMIZE

Utilize Tools To Optimize Your Content

After all is said and done, gaining more insight into your community and content will keep you on the continued path of optimizing your photos. There are a number of different tools such as Statigram or SimplyMeasured that are available for brands and businesses that can shed light into your most engaged times to post during the day, best filter used, and even identifying your brand advocates who engage with your content the most.

KEY TIP: Define what your success metrics are when it comes to Instagram and developing your strategy. This will help you to know what goals you want to achieve and what you’ll need to optimize to get there.

Remember that Instagram should reflect your brand or business as a whole and not attempt to create it’s own identity. Instagram can be a positive investment within your social eco-system that you may be pleasantly surprised with later down the line.

Photo Credit: Bigstock

Michael Brito: Chat Transcript

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This month at NMX we launched weekly, lunchtime chats on Facebook. Our first special guest was Michael Brito, SVP of Social Business at Edelman. Michael’s also one of the speakers at our BusinessNext Social Conference in January. His session is titled “The New Influencers: Brand Advocacy Inside and Out.”

Michael’s worked with big brands such as Hewlett-Packard, Intel, and Yahoo!. He is also the author of Smart Business, Social Business: A Playbook for Social Media In Your Organization. If you missed our first, weekly chat with Michael, the transcript is below.

Shane Ketterman I have a question! What are 3 main differences between “influencers” and “advocates” and why is this important?

New Media Expo Michael – Tell us some of the ways brands can inspire customers to act as advocates.
Michael Brito: hi!…sorry I am a few minutes late!
New Media Expo It’s all good – We’re on Facebook time!
Michael Brito when I think about advocacy … a term called Reciprocal Altruism comes to mind… it’s this concept that we as marketers need to “give to the community, without any expectation of receiving anything i return”
Michael Brito if you take that concept and apply it to everything you do from a content perspective, that is how you turn friends, fans and followers into advocates
Michael Brito @Shane .. this one is easy….
Michael Brito Advocates already love the brand and talk about it everywhere. Influencers, for the most part, require incentives…
Shane Ketterman Thanks Michael! Do you think that Influencers and also be Altruistic and is that important?
Michael Brito there are also several tools you can use to help facilitate a brand advocate program …
Michael Brito Gaggle AMP, Social Toaster, Zuberance, Influitive, Social Chorus
New Media Expo What are some things to consider when putting together a customer advocacy progam?
Shane Ketterman I like the distinction actually and in a way – – we are all advocates for something – – I fall in love with things I use and tell others on a continual basis, but companies may not even know that I’m doing it…
David Schwartz Are Edelman clients looking for social media ROI as well as metrics?
Michael Brito @Shane — good point. Usually influencers are advocates of a certain vertical i.e. travel, technology … there are always exceptions
Michael Brito but rarely are they going to talk about just ONE brand. The advocates will .. assuming the level of emotional equity associated with their experiences with it
Megan Enloe Good point Shane. Michael can you share some ways companies can find and reward the people who already love them and are naturally being their advocates?
Mark Fidelman Do you think traditional PR is making the leap to Social? or are they still resisting the move?
Tina Baljian Michael- In the ”what’s in it for me” world, what can a brand do to encourage word of mouth marketing ?
Michael Brito Mark Fidelman .. they have to and if they haven’t yet began the transition, they will surely find themselves irrelevant and losing business.
Michael Brito @David yes, many of our clients report into digital marketing organizations so ROI is extremely important.
Michael Brito @megan usually advocates can be found through a conversation audit. An audit will tell you where the conversation is happening (twitter, blogs, forums, etc.), the sentiment of conversations and also identify the advocates. Also looking at your own facebook/twitter activity is a way to find advocates … they are the ones that are commenting/sharing/RTing, Liking your content the most. Simply MEasured (monitoring company) can also do this.
Dave Taylor Michael, social media is fundamentally about *people*, but that often is at odds with the need of a brand to remain autonomous and anonymous. There’s no Mr. Nike or Ms. Starbucks. The result: we have companies like Panasonic and Wal-Mart creating fake people to tap into social media’s buzz – astroturfing – or brands more identified by their representatives (I’m thinking of Microsoft and Robert Scoble) even when the person’s left the company. How do you counsel companies find a balance with this complex tension and be successful here on FB and elsewhere online?
Michael Brito @David — some ROI metrics also include decreasing call center calls, etc.
Mark Fidelman Michael Brito who inn your opinion has made the transition?
Michael Brito @Dave .. i look at it differetnly. Social media is about content… but that content should be created (paid, owned, earned) in a way that changes behavior. You can’t change behavior unless the brand is “human”. Dell is a great example of a company that has created employee advocacy .. basically enabling their employees to build their personas online. And guess what, they don’t just have one person. They have several hundred as does Intel and IBM Social Business.
Michael Brito so when I think of the Dell brand, I don’t think of Austin or a logo or whatever. I think of the people that work there that I have relationships with…
New Media Expo Michael Brito What can a brand do to seem more human when all customers see is a logo?
Michael Brito creating fake people isn’t smart and I think most companies have learned that this isn;t a best practice. Instead, they are using employees, customers and partners to feed into the content engine.
Michael Brito Mark Fidelman do I really need to answer this? LOL .. of course Edelman but also Ogilvy has done a fantastic job and even some of the smaller PR firms like Shift Communications, Voce, etc.
New Media Expo Beyond Facebook, what are some of the ways brands are reaching out to their communities/customers and achieving good results?
Michael Brito New Media Expo .. as I said in an earlier comments, employee advocacy (which I will talk about in my session) is the key to humanizing a brand. Not just empowering employees, but “enabling” them using content, process and even technology.
Michael Brito New Media Expo they are data mining their Jive/Lithium support communities and many are creating new communities using advocacy platforms like Fancorps, Influitive and Social Chorus.
New Media Expo Michael Brito – I know you had another appointment this afternoon. Thanks so much for joining us for our chat today, and I hope you won’t be a stranger on the NMX Facebook page.
Michael Brito Thank you New Media Expo .. had a great time!
Michael Brito I will stick around for a few more mnutes in case there are any more questions.
New Media Expo Thanks, Michael! Looking forward to your presentation at NMX and feel free to use this space to pitch your latest project.

Mark Fidelman Michael Brito I am very disappointed with most PR firms, where do you feel the industry needs to evolve? Also, Will traditional PR be dead in 5 years?

Michael Brito Mark Fidelman .. traditional PR functions like media relations will never go away. It will change but won’t be dead. The evolution needs to come because the skillset requirements will change. Many traditional PR pros don’t get social, search, paid media, etc. That will change.
If you enjoyed this chat, be sure to check out Michael’s session at the BusinessNext Social conference in January! And, if you’d like to join us for our next lunchtime chat, visit us on Facebook this Wednesday (10/31) at 10am PT/1pm ET as we welcome our special guest Phil Hollows, perhaps best-known for his work at FeedBlitz and author of List Building for Bloggers.

3 Ways Google Remarketing Increases Sales and Online Interaction

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Every website exists for the purpose of being seen. Whether you are a small business offering products or services, or a blogger looking to gain readers and wider web influence; you want prospective clients to see what you have to offer. However, achieving those site visits is only half the battle.

What you really want is interaction:

– Visitors making a purchase or hiring you for your services
– Readers linking to your blog
– Fellow bloggers talking about your blog through comments and re-posts
– Expansion of social media influence on Facebook, Twitter, LinkedIn, etc.

Google Remarketing is the way to take your site to the next level! It gives you the opportunity to increase interaction, not just traffic.

What is Google Remarketing?

Google Remarketing is an online follow-up tool that allows you to continue to present your ads to prospects, even after they leave your website. You see, not every person who visits your site is ready to jump in. It takes constant exposure to your offers to influence your prospects to make some kind of interaction on your site, be it sales or a blog interaction. Google Remarketing gives you the ability to put tailor-made ads in front of your prospects wherever they go on Google’s extensive Display Network.

Here are 3 ways to use Google Remarketing to increase sales and online interaction:

1. Create More Action with Targeted Ads

With Google Remarketing, you choose what you want your visitors to do. Maybe you want them to buy a certain product, hire a particular service, or make a connection through social media. Google Remarketing gives you a programming code that can tell whether or not your visitor has taken that action step. If they leave your site without taking action, Google will know and that’s when Remarketing begins. After leaving your site, your prospect will be shown custom designed ads promoting your desired action step on every website they visit within the Google Display Network. This is an invaluable tool! Remarketing offers automatic follow-up for your website until your prospect takes the action step you want.

You control:

  • Desired action step (attending your webinar, purchasing an e-book, “Liking” your Facebook page, following your Blog or Twitter account, etc.)
  • Desired demographic. Remarketing allows you to create specific ads for certain target groups. In other words, you can show different ads to a stay-at-home mother versus a young entrepreneur.
  • Site-relevant ads for your products or services. For example, if you offer a landscaping service, an ad specific to that service will appear when prospects visit a relevant site (ie. HGTV.com).

2. Reach a Larger Audience

Google claims on their site that Google Remarketing “reaches 83% of unique Internet users around the world,” so the Google Display Network is an invaluable asset for those looking to achieve maximum exposure for their products, services or content. Every time your prospect visits one of these thousands of sites, they will see your customized ad specifically targeting them. Additionally, because the network is so large and includes so many big-name websites, you gain more than just exposure. You also gain the impression of “being everywhere” and being associated with big-name brands.

Sites within the Google Display Network include:

3. Get the Most Bang for Your Marketing Buck

The best part about Google Remarketing is it can actually get you a lot of free exposure. Google tracks your prospects, promotes your site, and compels those prospects to take the action steps you want them to take, and you don’t pay anything for this promotion unless your prospect clicks on the ad. This means that if your prospect doesn’t click on the advertisement directly, you are still exposing them to your brand and building the credibility of your site. This will make any future advertisements all the more effective. Building your brand and establishing credibility is paramount to turning site visits into interactions. Google Remarketing offers this service to your site with absolutely no risk.

Are you ready to begin building your brand and extending your web influence?

Google Remarketing is an incredible tool that turns website visits into site interactions. More sales. More readers and followers. More clients. You can also improve your local search rankings.

What do you think of Google Remarketing? Please enter your comments below!

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