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Tiffany Monhollon has been at 6 events

HostFollowersTitleDateGuestsLinks
Social Media Dallas1,679How do you stay on the right side of the law when legal precedents are lacking and best practices are in flux? Our panel of legal / social media experts will discuss some of the challenging questions of our time. Go to Eventbrite to register and get a ticket. http://bit.ly/1ayNAWBSocial Media & the Law Presented by SMC Dallas2013-07-18 18:00:0013 
Social Media Dallas1,679There are many factors to consider when it comes to using video in your social media and digital strategies. From creative to strategy to optimization – and more. Learn tips, tricks, and secrets of success from our panel of online video experts – Chris Yates, Jeremy Vest, Keith Knox and Giovanni Gallucci – who have worked with major broadcast networks as well as some of the country’s most notable brands.Get tickets at Eventbrite: http://bit.ly/16i3h0bSMC Dallas Presents Secrets of Online Video Success2013-06-27 18:00:008 
Social Media Dallas1,679The Most Pinteresting Panel in the WorldFebruary 21, 2013#smcdallas@smcdallashttp://www.smcdallas.org Join us for an insightful discussion about the different ways businesses (and even power users!) are using Pinterest to achieve their goals.You’ll hear from a diverse group of experts ranging from a consumer brand to a small business to a power user with over 1 million followers.-  How are they using Pinterest in their online marketing?-  What makes for an interesting and follow-worthy account?-  What tips, tricks, and tools are effective?Join us to learn more!Have a burning question you want our panel to answer?Send your questions to programming@smcdallas.org for consideration!The Most Pinteresting Panel in the World2013-02-21 18:00:0049 
Social Media Dallas1,679Social Media Club of Dallas Presents: Real-Time Content Marketing in a World of Search and Social January 17, 2013 #smcdallas @smcdallas http://www.smcdallas.org   Search and Social are becoming one unified discipline, with real-time content being one of its main connective elements. However, most internet marketing practitioners silo their search and social practices, and are missing the full opportunities they could be achieving.  The solution is to harness the two through organizational change, merging of disciplines and technologies to help capture and measure the full opportunity for content marketing strategy. This talk will cover the following points: Why is search a strategic component of social media marketing, and not a tactical one? How are brands redefining themselves as publishers, and what is the new definition of publishing? How do you measure social efforts within the context of real time content marketing? How has the digital landscape changed, and why is an interdependent search and social content strategy now imperative for enterprise businesses? What are specific tips/tricks companies can do to harness the power of search and social with content? What are the new characteristics of interdependent search and social strategy, and how does a social marketer begin to approach them? Why will some companies who ignore real-time content marketing eventually die off, while other new businesses emerge and dominate? What is the "real-time user experience"? Agenda: 1.  6:00 Check-In and Networking 2.  6:45 Welcome and Intro 3.  7:00 Introduction of Sponsors 4. 7:15 Sponsor presentation  5.  7:30 Speaker -  Bill Lee @RobGarner 6.  8:45 Post Tweetup at People's Last Stand @PeoplesDallas About our Speaker: Rob Garner is a speaker, educator, strategist, and renowned expert on the topic of online marketing, search, social, and content. In addition to client work and strategic development as VP of Strategy at iCrossing, a Hearst Company, he speaks regularly at many industry events, including SXSW, ad:tech, Search Marketing Expo, SES, WebmasterWorld/Pubcon, and OMMA, among many others, and has also guest lectured at NYU on graduate studies topics in marketing.   Rob was featured on the cover of the Spring 2012 issue of Search Marketing Standard , and has been interviewed and quoted by many top business and news publications. Some of these include The the Wall Street Journal, Dow Jones, Reuters, Mashable, MediaPost, Adweek, Ad Age, Direct Marketing News, Mobile Marketer, Smart Business Magazine, Search Engine Watch, Clickz, CNNMoney, and tThe Dallas Morning News.   Additionally, he has written for MediaPost Publications' Search Insider and Social Insider since 2006, providing insight into search and social management and best practices. Rob is a co-founder of the Dallas / Fort Worth Search Engine Marketing Association, served as its president from 2006-August to 2008, and also serves on the SEMPO board of directors as vice president. He alsSocial Media Club of Dallas Presents: Real-Time Content Marketing in a World of Search and Social2013-01-17 18:00:0040 
Social Media Dallas1,679This month, we’re talking about the ins and outs of blogging with those who know it best. Top Dallas-based bloggers will answer some of your top questions - like what they do, what they don’t do, and how to pitch them. Have a question you want our panel to answer? Submit it to programming@smcdallas.org for consideration! The discussion will be moderated by Cynthia Smoot,@OhSoCynthia, who knows both sides of the subject well as both a lifestyle blogger and a marketer. Our panel will feature technology blogger Pelpina Trip, mommy blogger Holly Homer, lifestyle and photography blogger Amy Locurto, and food blogger Rachel Pinn.Social Media Club of Dallas Presents Bloggers: Truth, Lies & How to Work with Them - 9/20/20122012-09-20 18:00:0019 
Social Media Dallas1,679Registration required: http://smcdallasbryanperson.eventbrite.com/ There’s no shortage of challenges that businesses and brands face in building a successful social customer care operation:• Customers are impatient and expect instant responses• Keeping track of posts across multiple channels is overwhelming• Many of the existing social channels tools weren’t designed to support customer service• The ROI on the entire operation is fuzzy• The exchanges with customers are so very … public! Join moderator Bryan Person from Austin-based Social Dynamx, as well as industry practitioners from Dallas-area brands, as they discuss how to overcome these challenges and deliver exceptional social customer service to customers and fans.Social Media Club of Dallas Presents The Business of Social Customer Care Panel, moderated by +Bryan_Person2012-08-16 18:00:0023 

Tiffany Monhollon has been shared in 5 public circles

AuthorFollowersDateUsers in CircleCommentsReshares+1Links
Daniel Gordon3,968You need an #OKC   #OKlahoma  Circle. We are good folks to know. GO ahead. In a couple taps or clicks, you will have a hand selected, top shelf inventory of us.2012-08-07 20:54:194511112
Laurie DesAutels45,913Thanks +Carter Gibson   for the fabulous idea!My High Relevancy CircleWhat's yours like?According to the Google+ Gods, these are the 100 people who I interact with the most. I have to say, the list is fairly accurate. Even better is that I love all of these plussers. They are continually awesome, amazing, and insightful.Share your Circle of your 99 most relevant people. Click on the Circles navigation button on the left. Select 'Your circles' if not already selected. Select 'Relevance' if not already selected. Drag and drop the top100 into a new Circle. Share, share, share!2012-07-24 15:36:1210042843
Toby Stein30,340We’re about a week away from South by Southwest and those of you who are going are probably in the midst of figuring out which sessions, parties, and events you’ll be attending. SXSW can seem daunting; too much to do, too much to see. Fortunately, there are people who can help you make the most of your time in Austin.Follow the members of our Google+ Street Team to get all the hottest updates from deep in the heart of Texas.2012-03-07 00:02:1913198221
Daniel Gordon2,300why not make an #OKC #Oklahoma Circle? couple clicks & you've got over 450 connections in my hometown. please re-share if you have time #Thanks2011-12-06 06:14:42445561
Daniel Gordon1,874Sharing my #OKC #Oklahoma City Circle Again Updated with over 400 people in it. I am not quite sure if the limit is still 250 on a share. But, nevertheless some great Oklahoma folks in here to followDaniel Gordon shared a circle with you.2011-10-28 23:58:284291014

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Most comments: 4

2013-11-18 17:25:22 (4 comments, 0 reshares, 6 +1s)Open 

The Most Ridiculous Things to Do On Facebook Advertising - +Dennis Yu : Live Notes from #stateofsearch  
*Overview: *
- Submit media
- Stack campaigns
- Add combos
Notes:
- Audience, engagement, and conversion - stack your campaign around these
- Media manipulation must be tied to goals - not enough to have fans, reach, like, etc. Affects splilover to other chanels
Facebook sites high in the funnel

The viral cycle - growth, engagement, conversion - make the press and fans do the work for you - if you don't go around the cycle - you won't 
- most orgs are siloed, they don't get to iterate and fail social
- Problem is can't drive car; ot htat car is broken
Social person must understand the voice of the ustomers
- Marketo - Content Marketing on LinkedIn 

Steps for achieving FB Success
- Ifyo... mas »

Most reshares: 10

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2014-01-10 15:31:07 (0 comments, 10 reshares, 11 +1s)Open 

Gmail just announced that now anybody on Google+ can email you unless you change your new default settings on Gmail. Looks like the default setting on this new feature is set to let "Anyone on Google+" email you even if they don't have your email address. To look at and adjust your settings, go to settings, scroll down the first screen, and select the dropdown. Options are Anyone on Google+, Extended Circles, Circles, and No One. Here's a screen shot!

Most plusones: 11

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2014-01-10 15:31:07 (0 comments, 10 reshares, 11 +1s)Open 

Gmail just announced that now anybody on Google+ can email you unless you change your new default settings on Gmail. Looks like the default setting on this new feature is set to let "Anyone on Google+" email you even if they don't have your email address. To look at and adjust your settings, go to settings, scroll down the first screen, and select the dropdown. Options are Anyone on Google+, Extended Circles, Circles, and No One. Here's a screen shot!

Ultimas publicaciones

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2014-10-14 15:29:45 (0 comments, 0 reshares, 1 +1s)Open 

Great insights on managing content marketing within your organization, tapping into outsource, agency, in-house pros and dedicated teams. What's your approach? #contentmarketing  

Great insights on managing content marketing within your organization, tapping into outsource, agency, in-house pros and dedicated teams. What's your approach? #contentmarketing  ___

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2014-08-20 21:56:06 (0 comments, 0 reshares, 2 +1s)Open 

What can the puppies of the Internet teach us about online marketing? Aside from harnessing the power of cute, here are some takeaways I put together. Hope you enjoy! 

What can the puppies of the Internet teach us about online marketing? Aside from harnessing the power of cute, here are some takeaways I put together. Hope you enjoy! ___

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2014-07-31 14:36:05 (0 comments, 0 reshares, 3 +1s)Open 

How are you getting a handle on meetings? Here are 5 tips I'm putting in place, plus some handy Google Calendar hacks to help you stick to them! What would you add to this list? Would love to hear your thoughts!

How are you getting a handle on meetings? Here are 5 tips I'm putting in place, plus some handy Google Calendar hacks to help you stick to them! What would you add to this list? Would love to hear your thoughts!___

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2014-05-15 18:24:08 (2 comments, 0 reshares, 3 +1s)Open 

Important! 

Do you like the internet? Tell the FCC to protect it!

The FCC has proposed rules that would allow paid "fast lanes" on the internet. Many people (including me) not to mention hundreds of tech companies like Amazon, Twitter, Facebook, Google, and Microsoft, Yahoo--plus tons of startups--worry that the FCC's proposed rules will break the internet in very bad ways.

So here's where the internet needs you. If you feel strongly that the the internet need protection from paid fast lanes, join me in telling the FCC to protect the internet. It's easy to do! Here's how: 

1. Go to http://apps.fcc.gov/ecfs/hotdocket/list and look for docket number 14-28 ("Protecting and Promoting the Open Internet") and click on 14-28.

2. Enter your name and address, and your comments. That's it!

For example, I'll be writing that "the FCC should protect net neutrality by reclassifying broadband providers as common carriers under Title II."

But it literally takes under a minute to give your opinion to the FCC. Write whatever you feel, but if you like the internet and want it protected, you need to tell the FCC now. Right now, there's 21,549 comments on the FCC's proposed rules. I think there should be at least a hundred thousand comments from people on the web telling the FCC not to allow paid fast lanes on the net. Please tell the FCC what you think!___Important! 

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2014-05-08 16:28:18 (1 comments, 1 reshares, 4 +1s)Open 

Awesome to see my post on quick social media posts as the top article on +MarketingProfs the last two days! 

Awesome to see my post on quick social media posts as the top article on +MarketingProfs the last two days! ___

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2014-03-19 22:09:00 (0 comments, 0 reshares, 2 +1s)Open 

My latest article on how to promote your local business online!

My latest article on how to promote your local business online!___

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2014-03-11 20:31:01 (1 comments, 0 reshares, 3 +1s)Open 

Our +ReachLocal Dev team is presenting our LigerMobile open source framework right now at #SXSW! Such a cool way for developers to build hybrid Andoid / iOS apps :) 

Our +ReachLocal Dev team is presenting our LigerMobile open source framework right now at #SXSW! Such a cool way for developers to build hybrid Andoid / iOS apps :) ___

2014-03-10 19:20:02 (0 comments, 0 reshares, 2 +1s)Open 

SXSW KEYNOTE: Adam Savage on Science + Art 
Main problem with art + science
They've been drifting apart
1) We see science and art as opposite from each other
2) We think science and art as separate from US 
3) Once we think we can't understand something, we don't try to
Ignorance does not equal bliss

How do we understand what's going on?
1) understanding
2) Talking to each other
This is called CULTURE - it's overt and covert
Culture is us; reactions to the world an situations around us
Being active is better. 

Are Art + Science separate from us?
- Culturally, we separate culture between high and low, the middle is the stuff we enjoy 
- Cinema: art that rides in the middle
- It's still split between artists or charlatans
- Tortured artists or doofuses
- Our response todif... mas »

SXSW KEYNOTE: Adam Savage on Science + Art 
Main problem with art + science
They've been drifting apart
1) We see science and art as opposite from each other
2) We think science and art as separate from US 
3) Once we think we can't understand something, we don't try to
Ignorance does not equal bliss

How do we understand what's going on?
1) understanding
2) Talking to each other
This is called CULTURE - it's overt and covert
Culture is us; reactions to the world an situations around us
Being active is better. 

Are Art + Science separate from us?
- Culturally, we separate culture between high and low, the middle is the stuff we enjoy 
- Cinema: art that rides in the middle
- It's still split between artists or charlatans
- Tortured artists or doofuses
- Our response to difficult art: "i don't know much about art but I know what I like"
BUT Art isn't only what e like! 
WHY? There is no wrong response to culture; we are all agents of it
There is plenty of bad art. Egalitarianism is in our response to it

We don't think we're qualified to discuss science really
> Usually there's something too complex or too silly that we are talking about (flygin cars)
> We picture our scientists as same - nerds and geeks below 

Science is Not the Death of Art
.> The scientific method is not opposite of creativity
1) Come up with a Question
> How do you come up with a question? It's a creative endeavor to make this precise
> Important to argue, bring rigor to the question, figure out what the right answer is 
2) Form a Hypothesis
> Why could this be?
> Make it a testable hypothesis
> This is a self-generating act
> The moment you form up with a hypothesis, you can develop another
3) Form a Experiment to Test 
> This requires imagination to create, test, fulfill 

Art often responds to the culture of science happening at any given time.
> See how cubism responds to 
How we converse about who we are and what we're doing
> Nothing is beyond your understanding

Q+A
Always thing about who you are actually talking to, not "who" you are talking to
New media/old media - old media doesn't know what it's doing either



#ieeesavage  #sxsw   ___

2014-03-10 18:04:50 (0 comments, 0 reshares, 1 +1s)Open 

Generation Mash-Up: Y Bother? +Pete Cashmore Session Liveblogged Notes 
Panelist backgrounds: 
> Joanna Coles - was a journalist, now is editor of Cosmopolitan, 64 international editions
> Pete Cashmore - started Mashable from his parents' bedroom and grew to a news, info, and entertainment brand
- Staff is mainly made up of millennials, based in NY, about 70% millennial
> Olivier Fleurot - started in engineering/technology, went into journalism in france, covered high tech, joined startup, developed macintosh software (first macintosh, the box), media in french newspaper, managed financial times, advertising, runs a strat comms agency with 3200 employees globally (40% are millennials, 40% gen x, some boomers)

Olivier - LinkedIn article - about tech generation in the workplae; friction on ideas Gen Y have  - a sense of voice being born digitalgiv... mas »

Generation Mash-Up: Y Bother? +Pete Cashmore Session Liveblogged Notes 
Panelist backgrounds: 
> Joanna Coles - was a journalist, now is editor of Cosmopolitan, 64 international editions
> Pete Cashmore - started Mashable from his parents' bedroom and grew to a news, info, and entertainment brand
- Staff is mainly made up of millennials, based in NY, about 70% millennial
> Olivier Fleurot - started in engineering/technology, went into journalism in france, covered high tech, joined startup, developed macintosh software (first macintosh, the box), media in french newspaper, managed financial times, advertising, runs a strat comms agency with 3200 employees globally (40% are millennials, 40% gen x, some boomers)

Olivier - LinkedIn article - about tech generation in the workplae; friction on ideas Gen Y have  - a sense of voice being born digital gives you -  - Milennials are ambitious, want management roles earlier in career
- We need to give new opportunities, new challenges on a more frequent basis than before; you wont' manage to retain them all, but htis is a new way of life to keep them interested
- Are very entrepreneurial - how do you manage a company with 3200 people with 40% entrepreneurial - give them specific projects; make them lead on initiatives, convert into intrapreneuers

How do you set up the right structure to get most out of people
This has to evolve, also leverage the right tools says Cashmore
- Listen to the whole org but still have clarity in decision making
- Have team leads on dpts who meet each week, what each dpt needs, wants, to manage resources and effect on whole org
- You need to use more of a network model, rather than a singular node
- If it's a singular node, you need more connections between people and departments to keep things flowing
- Technology and tools - this means we need to be a learning company. Try new things, give decision power to try new things to many people in the org

What to do about ambition when it is unrealistic?
> Research shows millennials want to be in management role 2 years
- are they in a hurry because tech they grew up with is growing so fast
- Is there confusion that they are the technology? Cole
- There are tools at 24 when you came out of college actual experience doesn't give
- There's an expectation of more frequency now; what the path is, how long to next points
- Tyranny of the annual review
- How do you org. salary a Mashable? Early, didn't have levels; now there are agreed upon tiers; you can point to the objective structure because this is respected as a qualified thing that is for everyone
- Titles at first can be a way to keep people on an engagement track, varies based on a role
"You're becoming a normal company" - evolved this process from where it was about years and tenure to performance, results

Leading the org v employee reactions
> In organizations, we build a platform, our employees and leaders are in same platform - we contribute back
> Transparency means that you cant have a PR campaign and run the business different inside; you need to be good to people and all face the same direction 
> People know, if you go against a company on twitter, others won't hire you 
> There is very little opaqueness about orgs anymore
> A lot of people had jobs because they had more information than other people; hierarchy was made proportional to amount of info people had within the org; this is changing 
- The hierarchy is flattening because of this
- Millennials research - they want their boss to be a friend 
- There's an intrinsic confidence expertise and putting hours in 

On Job Security
Being loyal to a company, they appreciate that but aren't in control of economic factors that are changing them
It's not that corporations no longer have loyalty to employees; economics moving too fast
> Joanna Coles shoutout to personal brand:

On title inflation
> There are some benefits and some issues. You can see titles like Chief Talent Officer - but I feel like that's my position here says Olivier 
- Define what you expect of people within regular 
> Millennials are less interested in taking 2-years international 

On being a younger boss when you manage those older than you
> As a group of  8 leaders across the org, we listen into the org, that's what decision making is; resource allocation, who gets what, what it costs - what are the 3 things we want to achieve this year, if not, we don't do them
> Very experienced person in charge of editorial; he's completely in charge of editorial, but budgets, items that impact across org, I help meet on

On the physical workplace
> It's funny that people think millennials want open spaces; they want balance, need space where they can focus and work too 
- Build with all glass so you can see people
- Sound wise, you want privacy

How do you do open door policy?
- Physical open door, send an email, twitter, LinkedIn
- Interacts this way with people in the org
- Use an accessible structure; there are very few things where I get involved on things; after that's done, people go, do projects, at that point its distributed and I don't have to get involved

Millennials and Work/Life Balance
> People working in different countries, regions  - how much time do people need in physical interaction to work well together

On Work/Life Balance
Women in the workplace: 
Employers need to take pride in weekends, taking time off
Do you contact your staff over the weekends? No says Cashmore. Yes says Olivier. 
Weekends are for reading, esp. for the senior team. It's nothing with an expectation to reply, it's more casual and trends
As a smaller org, did not take weekends off
When you have enough people to cover the week
Is it work or is it fun? When you love what you are doing, in a creative industry, you do what you love and do it whenever you have; don't see it as a cost
Work isn't something you have to do says Cashmore
In the past, it was work is something you don't want to do; life is something you do want to do. There is a shift - Cashmore 
> Millennials are better at saying "NO" and this empowers you do be able to do that too, Coles
> Culture of company comes from the top; upper mgmt should explain this and define how they see home and life time v. work time
> Technology puts pressure on everybody because of expectation on quick reponse

"Turn off read receipts on email and text"

Connect with older generations
> Mutual respect - a reverse process; mentoring
> Also, not feeling threatened
> Millennials are keen to adance careers, see in others with more experience helps them ask questions, have drive - a good thing 
> Haven't seen deviciveness to not comm. 


#sxsw    #sxswi     #ybother     #generations     #millennials   +Olivier Fleurot, +Joanna Coles  #joannacoles   ___

2014-03-09 21:25:49 (1 comments, 0 reshares, 3 +1s)Open 

Notes from awesome acting workshop with Jeffrey Tambor! #sxsw #sxswi  #jeffreytambor  

Jeffrey Tambour's Actors Workshop: SXSW Session Notes  #jeffreytambor   #sxsw   #sxswi   #actorsworkshop   

(As a writer, I always love to learn about the creative process of other storytellers! So feel free to enjoy these unedited, real-time acting workshop liveblogged notes!)

> This is like a rehearsal - to show the metrics of the rehearsal
> What do we do; it's not about happiness, it's about effectiveness and getting your film made.
> "This whole thing is a confidence game." 
> It is a question of atmosphere on the set or stage - Orson Wells - actors should look forward to their work everyday and not dread it
"To reinvent the wheel you have to be in a good mood"
Play puts you in a good mood
A good cinematographer is right there with you. Even the guy who is holding the boom can ruin your film. If he has a bad attitude. "I'm sorry, sorry," you don't want anybody rolling hteir eyes on any set. 

Scene from Betrayal: Harold Pinter 
> When talking with actors, give them Behavior - give them a task - one is cleaning the apartment, one putting on makeup 
> Direct the behavior 
> Keeps saying "you're both very talented"
"I have to give you two things: 
1) I think too much is made of realism. I like you to cover the performance and have a silhouette of the body underneath
Probes actor:
"How is he feeling" - "Agitated" - 1-10? "8" "You're giving me 1"
"I want to just punish him right in his face"
"I want you to overact - you are kid who is mad - overact 
Then tell writer and cinematographer - "Yellow pad - right that down
"You act drunk" - you go to the happy drunk when you're acting - go to the "Mean drunk" - probes the actor to dig in 
-- why don't you go their immediately - I'm mean, because I pretend - we pretend out lives, build pretense, car is pretend, career is pretend, life is pretend
"Pay attention to that emotion"
"Hit him. Now kiss him" 
We always do it at the end, give them a hand now says 

- Actor: Training himself not to use his body; uses his mind; Jeffrey encourages him to use his body.
- Actor/screenwriter notes - why are they in the same room?

Notes
> Creativity is not about keeping your nose clean, it's about getting in trouble says @jeffreytambor#jeffreytambor
>Director also protects their actors with confidence, love, food, protection 
> There's not too much praise; I will praise!
> As a director, he's on them, all day, about that - I'm going to get you. Overdo on the first take, take a print
> I don't know who it was, somebody on set took me down with pinched fingers, so I underacted
> When we come on the set, we come on with whole families
- I almost stopped this game because of training unblue
- My mom always said "did they like you" - and that will Kill you.
- Jennifer Lawrence is brave
- We all have impulses to do thing - you have to act on them. That is amazing.

Q&A
> You can do a lot in an hour
> Put bugs, whispers in ears
> Director's words can change a performance or alife - do anything to get his performance, genius, to lift them

> Keep things ope, they will be there in a day - things are different today from tomorrow - Aurtur Penn said to me: Have the courage to change things - things change in life, and that's great. 

>"You have to look at yourself a little bit" As soon as it's handed over to the actor, it will have changed, as soon as they cast it, it will have changed, you've got to move it a little bit, you've got to shake it up
> "The work is on you." as a director

Actors: How do you like directors to work with you?
> I got you, keep going. They won't get angry with me for anything I would do. I need to feel safe to do weird stuff. If they can throw me out of my comfort zone and not make me feel terrible, I might get a really good thing

> Demanding excellence, specificity is great; it's about being effective
- To pull out emotion within the scene when you are out of it?
- some directors will actually talk to him while camera is rolling
- Jim mangold - would talk to him while shooting, would go back and get that moment ___Notes from awesome acting workshop with Jeffrey Tambor! #sxsw #sxswi  #jeffreytambor  

2014-03-09 18:19:14 (1 comments, 0 reshares, 2 +1s)Open 

Hacking Princess Culture: SXSW Talk Live Notes
SaraDewitt (PBS Kids), Lindsey Shepard (GoldieBlox), Jennifer Oxley (9ate7 Productions)

Overview
> How they got involved in what they do
> What's being created for girls ow
> What representations of women three are in games, toys, media today

*Sara DeWitt *
> 9 years old, bought coding books to create their own games, cassette tapes to record games
> Had to bug test if didn't copy/type code right
> 1999, degree in English, focus on child development
> Thread on how to share narrative on interactive media
- with a background in child media, 
- developed good game ideas for ids, coded features, 
- Oversees team that does PBS Kids site, streaming services, experiments with tech to further ed. in this media
- Work focuses on education field,cr... mas »

Hacking Princess Culture: SXSW Talk Live Notes
SaraDewitt (PBS Kids), Lindsey Shepard (GoldieBlox), Jennifer Oxley (9ate7 Productions)

Overview
> How they got involved in what they do
> What's being created for girls ow
> What representations of women three are in games, toys, media today

*Sara DeWitt *
> 9 years old, bought coding books to create their own games, cassette tapes to record games
> Had to bug test if didn't copy/type code right
> 1999, degree in English, focus on child development
> Thread on how to share narrative on interactive media
- with a background in child media, 
- developed good game ideas for ids, coded features, 
- Oversees team that does PBS Kids site, streaming services, experiments with tech to further ed. in this media
- Work focuses on education field, crosses over with gaming world
- A woman in the tech + games industry
- It's hard to find the women - often the only woman on a panel; strange because there are so many girls playing video games
- 2012, brought 8-week son to SXSW - a very female-friendly conference
- not many services, support ystems 
- Other lens: working mom at conferences

Jennifer Oxley (Peg+Cat)
- 8-year old girl building a toy car powered by a mousetrap
- Today, many girls don't have this support system
- Created a math show 
- Working mom in the animation industry
- Pilot green light for peg + Cat, 9-months later, delivered a TV-show and a baby

Lindsey Shepard, GoldieBlox
- Took stuff apart, try to figure out how it works
- Now, 2 kids of her own (boys) - focuses on raising feminists
- Not play into stereotypes society sets us up for
- 2012, worked at jewelry company, now VP of Sales - GoldieBlox
- How to get girls interested in STEM
- Path of Goldieblox has been unusual 
- GoldieBlox won 
- Another title " Mom in Residence" - syndergy in what she does for a living and what she does from home
- Every day, making the world better for other women in the field
- Engineering itself isn't just a degree, it's a lifestyle

Girls + Toys
- Only 13% of engineers are women - this doesn't represent society at large
- Girls lose math, sci INTEREST + CONFIDENCE around age 8
- But building, making, has been markete through toys to Boys for 100 years
- The people who created the pink asile ARE NOT WOMEN, they are a bunch of old guys in suits


Stop making it fashionable for girls to be dumb
Sheena Davis - women portrayed on TV outnumnered 3:1; STEAM girls outnumbered 5:1

Girls and Games 
- kids have access to games earlier and earlier
- A lot of kids are online
- Erly, you start to see a divide between what girls and boys do online -  - Girls join virtual world, social networking, to blog earlie
- Boys a little more likely to 
- Work teams with 50:50 membership are more expiramental
- In 2009, women were more successful at startups, with less funding than men.

Curated lists of games for girls?
Games for girls - The nuts and bolts matter! How are tagging games, for girls? ADULTS are building this false pink segregation for girls. 
There is no curated list of games for boys. 
> Minecraft - it's a game that spans the gap much better; many girls and boys playing 
As a girl on minecraft, girls are more bullied by boys
But girls who do something cool, they stand out more
There is a bit of gender tension on the site
These re very STEM focused skills

What's the Problem with PINK?
- Many people are sensitive with the color pink
- When did the shift happen to pink being just a girl color? In the 80s, things were ok, 

What about Dads with Girls?
> It's dads who are more likely to buy STEM toys for girls!
> Dad who plays "speculative Alien Anatomy" with his daughter - they make up creatures, but the daughter must explain how the feature is needed in the alien environment - they need big tube arms to catch the stardust

Q+A
> Girls playing minecraft must create a girls space, or don't identify themselves as girls 
> IT's JUST AS IMPORTNAT TO SAY THESE THINGS TO SONS to welcome girls and women into these spaces
> The gaming industry needs to step up a bit

Normalize the idea of girls doing anyhing the want to do
> Girls Who Code - 
> Hour of Code - 
> Tynker
> GameStarMechanic

- Kids have taken coding classes since in preschool
- Creating an environment where it's safe to play with your kids creates trust 

STEAM - Art  Music - the role of getting kids involved in STEM
- STEAM is becoming a bit of a buzzword, but it's important to address music and 
- Taking the learning on the show - Peg+Cat has music, peg draws on screen; trying to make the connection b/t art, music + math
- Science is Real - so awesome! They sing great songs about subjects

Stereotypes: Boys + Girls
> There's a thought that girl games don't sell as well as boy games
- There's not as much revenue being made from the female audience in Japan 
- In preschool this is a huge battle parents face. Fight the good fight and keep 
- Boys lead are seen as "leaders" Girls lead are seen as "bossy" - it's negative for a girl to stand up and be a leader
- How does media they consumer reinforece that?
- Only 6% of startup CEOs are women
- Cheryl Sandberg - Ban Bossy campaign - instead of calling a girl bossy, tell hr she has future executive leadership skills
- Frustration with lack of non-violent - biggest factors to change?
>> More diversity in the creators
- Alexa Cafe - more girls into programming
- Hard to get girls to register for programming, girls want to interact with people, change the world ___

2014-03-09 03:47:25 (0 comments, 0 reshares, 2 +1s)Open 

Branding + Design Story of the  #newpbskids  at  #sxsw  
> Challenges
- Wanted to keep core colors, logo
- They asked for 10 RFPs, none of them worked
- Learning: "Don't Overlook In-House Talent"

> Sneak Peek - New Characters + Evolved haracters
- Evolved by growing up the older guide, gave 2 younger siblings who are mischievous and adventurous
- Dee - adventurous, jumps in, has a cape, helmet
- The other hands back, watches, wears a tail he's sensitive about it
- They are outside of the backyard now, making adventures

> Allowed ideals of simple brand
- animated line, draws in
- Simple, 2-d look

> The type - pricing for web, tv, stations, apps, etc. 
- SO, they ended up bringing the font to a commissioner - can use and give to whoever they wanted, much cheaper than licensing- ... mas »

Branding + Design Story of the  #newpbskids  at  #sxsw  
> Challenges
- Wanted to keep core colors, logo
- They asked for 10 RFPs, none of them worked
- Learning: "Don't Overlook In-House Talent"

> Sneak Peek - New Characters + Evolved haracters
- Evolved by growing up the older guide, gave 2 younger siblings who are mischievous and adventurous
- Dee - adventurous, jumps in, has a cape, helmet
- The other hands back, watches, wears a tail he's sensitive about it
- They are outside of the backyard now, making adventures

> Allowed ideals of simple brand
- animated line, draws in
- Simple, 2-d look

> The type - pricing for web, tv, stations, apps, etc. 
- SO, they ended up bringing the font to a commissioner - can use and give to whoever they wanted, much cheaper than licensing
- Any semi-decent idea, he would make a prototype

> Finalized many concepts into 3 core prototypes, to take to user testing

> Interesting note, things have to be for the KIDS first with this team, other teams focus on other users___

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2014-03-08 22:25:50 (0 comments, 0 reshares, 2 +1s)Open 

At least it's cool! #sxsw #sxswi #atx

But I thought cats hated water?
#caturday #sxsw #grumpycat #sxswi___At least it's cool! #sxsw #sxswi #atx

2014-03-08 22:09:23 (1 comments, 0 reshares, 3 +1s)Open 

DIY America  #sxsw   #sxswi   #diyamerica   with moderator +Dylan Tweney and panel Alice Brooks, Eric Gradman, +mitch altman 
>>Can the maker movement bring manufacturing back to the US?

Many of these makers concepted their ideas in hackerspaces, with maker movement, but brining product to mass production is still happening offshore because US doesn't have the right automation to do things on a flexible scale. Not a cheap way to do this in the US right now. 

Does this resurge an industrial revolution in US?
Many places in China have bad work environments, suicide rates, but there are also good places. Like to promote the good ones. If makers choose the ones that treat their people well, promote good ones forming here in the US. There is cheap labor in the US ready to be leveraged. 

Why did you get involved inengineering?... mas »

DIY America  #sxsw   #sxswi   #diyamerica   with moderator +Dylan Tweney and panel Alice Brooks, Eric Gradman, +mitch altman 
>>Can the maker movement bring manufacturing back to the US?

Many of these makers concepted their ideas in hackerspaces, with maker movement, but brining product to mass production is still happening offshore because US doesn't have the right automation to do things on a flexible scale. Not a cheap way to do this in the US right now. 

Does this resurge an industrial revolution in US?
Many places in China have bad work environments, suicide rates, but there are also good places. Like to promote the good ones. If makers choose the ones that treat their people well, promote good ones forming here in the US. There is cheap labor in the US ready to be leveraged. 

Why did you get involved in engineering?
Making things was interesting, this was a way to do more of that. 
Today, schools are setting up maker spaces so kids can make, soldier, etc. from K-6! 
Hands-on, actually making things shows them that engineering is about choosing problems and solving them says @Roominate 

What skills do you need to be a maker today?
> All you need is curiosity 
> BUT ALSO
> Ability to fail
> Taking things apart
> Mechanical/electric engineering
> Programming
> Etc 
> ALSO learning the process of doing things - building your startup, finding vendors, etc. 
> When you put a business otgehter yourself, you learn as you go! 
Under this stress, you can find and grow latent skills; ask friends to help!___

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2014-02-07 17:52:46 (1 comments, 2 reshares, 3 +1s)Open 

Who wants to help me get my first article on Entrepreneur bumped up to one of the top 5 shared articles on the site? I'd love if if you could share, tweet, and post it to Facebook, LinkedIn, and Google+! And check out my advice on how to refresh your social media presence in just 7 days.

Who wants to help me get my first article on Entrepreneur bumped up to one of the top 5 shared articles on the site? I'd love if if you could share, tweet, and post it to Facebook, LinkedIn, and Google+! And check out my advice on how to refresh your social media presence in just 7 days.___

2014-01-30 18:53:43 (0 comments, 0 reshares, 0 +1s)Open 

*How to Transform Your Lead Generation via Inbound Marketing
and Social Media*
Liveblogged Notes from #multifamilysms2014  with Rebecca Corliss of HubSpot

> The old marketing playbook is broken
- 86% skip TV ads
- 91% unsubscribe from email
- 44% of direct mail isn't opened
- 200M on the Do Not Call list
- This is where inbound comes in
>> answer the changes in how marketing methods work
- In order to attract customers, marketers have to provide them with something they love

What Makes Inbound Different?
Traditional = cold calling, cold emails (spam), interruptive ads, marketer-centric
Inbound = SEO, blogging, attraction, customer-centric

Inbound Marketing is about Content
> Blogs, interactive tools, photos _ infographics, videos + podcasts, presentations + ebooks
mas »

*How to Transform Your Lead Generation via Inbound Marketing
and Social Media*
Liveblogged Notes from #multifamilysms2014  with Rebecca Corliss of HubSpot

> The old marketing playbook is broken
- 86% skip TV ads
- 91% unsubscribe from email
- 44% of direct mail isn't opened
- 200M on the Do Not Call list
- This is where inbound comes in
>> answer the changes in how marketing methods work
- In order to attract customers, marketers have to provide them with something they love

What Makes Inbound Different?
Traditional = cold calling, cold emails (spam), interruptive ads, marketer-centric
Inbound = SEO, blogging, attraction, customer-centric

Inbound Marketing is about Content
> Blogs, interactive tools, photos _ infographics, videos + podcasts, presentations + ebooks

And also - Context
> Customize marketing to person you are marketing best as possible, using data and info
- Doing the right thing at the right time
- This makes your marketing relevant and helpful to customers so that is't not interruptive

It's Multi-Channel Marketing
> Many ways you can mix and match - there isn't a one-sized fits all for your marketing flow

> 54% more leads are generated by inbound than by outbound
> There's a correlation between daily blogging and increased success
> Be consistent, make a dedicated effort

Google
> Blogs and Google go hand in hand
- How blogigng affects potential to rank in search engines
- Google looks at 2 things to rank content: 
Context (What the post is about) + Authority (determined by links)
- How likely will this post be seen as useful to the consumer?

Takeaways
- Be customer-centric, which makes you helpful
- Create valuable content that earns links
- Blog frequently and consistently (what will your frequency be?)
- Put Calls-to-Action on all your content
---- Hubspot puts a piece of CTA at the bottom of every blog post that guides someone to take the next step
---- It's all about creating a path you want people to follow

Grow Social Media as a Channel
> What will you share? lead you to a place you interact regularly on social and become a good contributor
> Is my audience on social?
> Pew Research - Feb 2005, average social use was 8%. Today, 72% of internet users are using social media

Sharing content is the best way to grow your reach online
> Share your content via social
> Let the content grow your reach
> Help others share your content (social sharing on your blog) - reinforces social proof
> Make it easy to follow you
- Give people the options
- It may be worth the investment to be on multiple social networks

Stat: only 4.4% of people convert on their first visit to your site! 
So what can you OFFER during the research phase?
> A really thoughtful ebook, video tutorial, consultation, coupon 
> Host the content on the landing pages and forms
> Offer should be more valuable than what is on the blog
> The PRICE is your information - beginning of your marketing experience comes into play

Takeaways
> Use CTAs & Landing Pages with Forms
- May need to create new content
- Renter's guide
- Overview of local area your property is in
> Nurture inbound leads with email
- Do a follow up that's relevant to what brought people to you in the first place
- May be relevant to loop content back to what brought people to you in the first place

Attract > Convert > Close > Delight___

2014-01-30 18:23:06 (1 comments, 0 reshares, 4 +1s)Open 

The Honest Economy: How Radical Transparency Can Help Your Business Explode in 2014 and Beyond
Liveblogging Notes: +Marcus Sheridan at #multifamilysms2014  

> ZMOT: The first experience a consumer has with your company.
- The first moment someone calls you, fills out a website form, engages with you (and you know it)
- Today, 70% of the buying decision is made before ZMOT!
- What does this mean for you?
- They are way more educated by the time they get to you 
- Does this mean just having a great website? 

As consumers we are:
1) More impatient online than we've ever been
... because our expectations have changed
2) More demanding than we've ever been
3) More loyal than we've ever been... potentially 
... if we find the perfect website, information website, we will stay a long time - and wedeci... mas »

The Honest Economy: How Radical Transparency Can Help Your Business Explode in 2014 and Beyond
Liveblogging Notes: +Marcus Sheridan at #multifamilysms2014  

> ZMOT: The first experience a consumer has with your company.
- The first moment someone calls you, fills out a website form, engages with you (and you know it)
- Today, 70% of the buying decision is made before ZMOT!
- What does this mean for you?
- They are way more educated by the time they get to you 
- Does this mean just having a great website? 

As consumers we are:
1) More impatient online than we've ever been
... because our expectations have changed
2) More demanding than we've ever been
3) More loyal than we've ever been... potentially 
... if we find the perfect website, information website, we will stay a long time - and we decide quickly

> Look beyond the rules
> Ask if there is a better way
- Embrace the messy, the unexpected, the learning discovery
> Don't be the one who says 
- Say: Is that possible, can that be possible?
- What we are talking about here today is: Better Listening, better communicating, and better teaching, which leads to connection

Ostrich Marketing
> Burying your head in the sand does't make the problem go away
> It's officially a dumb strategy
- What things have do you NOT want to talk about on your website?
- We think that if we control the conversation we will be better off
- We try to talk around the REAL issues
- AVOID this 

Instead - Inbound Marketing
They Ask, You Answer
> How many questions had he received about fiberglass pools? Thousands.
> How many questions have you received about your industry?
---- How many of these issues are answered RIGHT NOW on your website?
---- Probably not many, because ostrich marketing is for the masses
---- But for the minority, TRANSPARENCY and honest will make people raise their eyebrows

5 Big Subjects that Move EVERY Industry
1) Cost
2) Problems
3) Versus
4) Reviews/Awards
5) Best

Embracing the $$$ Question
> Consumers have a mentality 
> People get frustrated because they know that YOU know and just aren't telling you
> In the Moment, it makes you feel like someone is lying to you
= No Trust
Trust is the most powerful word online. Can you build more trust than anyone else? You can't build it by hiding things 
- Competitors will see my prices, it might scare people away
- There is no way competitors will ever find your pricing
- Within first 5 minutes they ask us a simple question 
"What might I spend on this here pool?"
--- First article on website "How much does a fiberglass pool cost?"
- Ultimately the answer is "it depends" --- but being willing to say it depends online, Google surfaced this content because NOBODY was addressing the need
---- One article has made over $2 Million in sales -- because they were willing to say "it depends"

-- You don't always have to have an answer, but you MUST be willing to address the problems. 

* Versus * 
We love to compare things
> The reason we don't do this in marketing? We feat the competition

* Awards / Reviews*
> Rankings simplify things
- We are fascinated by "the best" and we love this
- Create your own awards! (Pools: manufacturers and installers, did an honest comparison of al different types of pools. The manufacturers promoted it!)
- Everyone wants to be invited o the party!
- Inbound links to post "Small Inground Fiberglass Design Awards for 2010) - 90% of links came from competition because they were announcing they had received an award for best pool in class. 
- What awards can you create in your community that would delve out and maximize your INFLUENCE to your COMMUNITY.
> Think WAY beyond your community. 
- Ex: Pet finder assoc. naming best vets in the area
- What gives you the right to do this?  Do it!

The Best 
> Who are the best pool builders in this local area? (Reviews/Ratings)
- Consumer question: "If we didn't choose you, who should we use?" - They Ask, You Answer.
> Am I on the list of 5? 
- The Moment I put myself on a best of list, I lose trust and credibility
- If you are reading this article ou are on my website, in my home
- It's assumed you're better than anyone else
If you search "Best Pool Builders Richmond, VA"
Or "Reviews (Competitor Name) Richmond, VA
-- The first one you will read is US
- When vetting us online, these guys are SO honest, maybe I should call them too
Article => 100k sales
"Best Of" Articles that are Competitors but Not Competitors too

- Started answering questions, grew more - started in 2009. Today River Pools and Spas is most trafficked pool website in the world, with 15 employees. 
All because they said "Why Don't We Be a Better Teacher"
- Think More Like a Consumer than Anyone Else!___

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2014-01-10 15:31:07 (0 comments, 10 reshares, 11 +1s)Open 

Gmail just announced that now anybody on Google+ can email you unless you change your new default settings on Gmail. Looks like the default setting on this new feature is set to let "Anyone on Google+" email you even if they don't have your email address. To look at and adjust your settings, go to settings, scroll down the first screen, and select the dropdown. Options are Anyone on Google+, Extended Circles, Circles, and No One. Here's a screen shot!

Gmail just announced that now anybody on Google+ can email you unless you change your new default settings on Gmail. Looks like the default setting on this new feature is set to let "Anyone on Google+" email you even if they don't have your email address. To look at and adjust your settings, go to settings, scroll down the first screen, and select the dropdown. Options are Anyone on Google+, Extended Circles, Circles, and No One. Here's a screen shot!___

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2013-12-04 22:45:31 (0 comments, 1 reshares, 1 +1s)Open 

What kind of holiday shopper are you? 

What kind of holiday shopper are you? ___

2013-11-18 21:59:19 (0 comments, 1 reshares, 1 +1s)Open 

Wordless Wednesdays: How to Swaggerjack the Power of Visual Memes +Lena West  #stateofsearch  
> We can now effectively give search engines images 
"Swaggerjack" = street term; for someone to copy you from a place of admiration and wanting to be like you
- Images are a key part of social strategy for clients - sourcing content from them can be difficult, but images are a great way to do this!
- Shortcut writing instead of writing many articles and blog posts
- Got more in terms of conversions (images can be an effective way to sell, generate leads - squeeze pages - however you want to define conversion, images can boost them)

- Half of Twitter users share photos every day
- 40 million photos are uploaded daily to Instagram (half of active monthly users)
- On FB Photo images get 53% more likes than text-based updates do.
- We need todo... mas »

Wordless Wednesdays: How to Swaggerjack the Power of Visual Memes +Lena West  #stateofsearch  
> We can now effectively give search engines images 
"Swaggerjack" = street term; for someone to copy you from a place of admiration and wanting to be like you
- Images are a key part of social strategy for clients - sourcing content from them can be difficult, but images are a great way to do this!
- Shortcut writing instead of writing many articles and blog posts
- Got more in terms of conversions (images can be an effective way to sell, generate leads - squeeze pages - however you want to define conversion, images can boost them)

- Half of Twitter users share photos every day
- 40 million photos are uploaded daily to Instagram (half of active monthly users)
- On FB Photo images get 53% more likes than text-based updates do.
- We need to do better than just alt-text and filenames
- Get the SEO and Social Media teams talking, on the same page, and working together
- People are busy, easy to share, highly portable
- Transcend limitations of text
- Search Engines are mainly designed for text but people love images, so do what people love. 

What's Working with Images
1) Wordless Wednesday-Type Memes
Wordless Wednesday
Facebook, Blog, Pinterest
- JUST post an image
- Like a caption contest
- People fill in the blanks
- Popularized by Blog Paws (pet industry conference)
- Post an image, people comment about what they think the image means, what it means to them, post pictures of animals; scenarios; author developing a brand around a book (herself on a TV show in the middle of a sentence)
- Can create tons of engagement around these images
- It's DOMINATED by the Small Fry
- 7.7 million results for Wordless Wednesday - in the top 5 are no big brands
- Large brands aren't capatalizing on this
- Easy to tag, participate, happens every Wedesday 
- If a blog participates, they do it every wedndesay

Develop Your Own Meme
- TBT, HumpDay Wednesday
- Visit KnowYourMeme.com; QuickMemes.com; MemeCenter - search for anything you can think of - brand themes, brand names, any visuals you can think of to use, images - get inspiration and connect the dots
- Example: Red = Sign
- Dos Equis; Old Navy's Retro Meme

2) Infographics
- More popular than ever and growing in popularity; growing like crazy 
- What Are the Odds? - Most popular infographic online - 1.7 million views, 182 likes (vizually), 246 comments; Social Shares 25k likes on FB; 7k Tweets, 260k stumbles; 1500 Pins
- They are performing very well and getting visibility
- Extremely popular and people share them like crazy

- Search/copy/paste what's already out there with attribution
Ex: Warby Parker's annual report is in Infographic -Style
Lulametrics - Infographic on Social Media Sizes for images on Twitter - Social Media Cheat Sheet
- Infogram, Vizually, PictoGram, Pixochart, Easi.ly - Info.gram, InfoActive.co

3) Quote Graphics
> FB Page - "Deep Life Quotes" - everyone has seen them
- Neutral background, quote that people share
- FB Page ias 280k likes
- All they do, every day, is share these types of quotes. That is it. 

> Look for them on Pinterest - look up quotes, create your own, see how other brands are using Pinterest -  - Pinwords, Pinstamatic, ReciteThis
- Images help develop Know/Like/Trust factor
- Great way to humanize your brand
EX: HG.tv on Pinterest
- Could be quotes from your CEO, famous people who support your brand or brand message

Metrics for Images
- Chualate
- Piquora
- Ahalogy

- Stop Omittimg images, instead make smart use of them
- Be willing to try, test, and fail - and do it again in the name of profress___

2013-11-18 20:55:23 (1 comments, 1 reshares, 3 +1s)Open 

How to Leverage Data to Rock the Customer Experience+Bryan Eisenberg at #stateofsearch  
Big Data
Huge volumes of data; unstructured; real-time
3 V's of Big Data: Volume, Velocity + Variety 

What this Has to Do With Marketing?
> There are real correlations in purchases and change in life stage
> An organization's ability to learn and translate that into real decisions is a huge competitive advantage
> Ultimate data-driven marketer? Jeff Bezos, Amazon
> 80% of companies think they are customer-centric; 8% of customers think companies are
> Walmart is efficient but don't know much about their customers. Amazon is truly data-centric and know this - pillars of success
- 1 Customer Centricity
- 2 Continuous Optimization (risk, ops, marketing,)
- 3 Culture of Innovation
- 4 CorporateAg... mas »

How to Leverage Data to Rock the Customer Experience+Bryan Eisenberg at #stateofsearch  
Big Data
Huge volumes of data; unstructured; real-time
3 V's of Big Data: Volume, Velocity + Variety 

What this Has to Do With Marketing?
> There are real correlations in purchases and change in life stage
> An organization's ability to learn and translate that into real decisions is a huge competitive advantage
> Ultimate data-driven marketer? Jeff Bezos, Amazon
> 80% of companies think they are customer-centric; 8% of customers think companies are
> Walmart is efficient but don't know much about their customers. Amazon is truly data-centric and know this - pillars of success
- 1 Customer Centricity
- 2 Continuous Optimization (risk, ops, marketing,)
- 3 Culture of Innovation
- 4 Corporate Agility 

#1 SEM PLayer - About 303,000,000pages indexed
$55.2M PPC Spend
2004 - Amazon was doing Automated Bidding that generated KWs, wrote ad, determined landing page, manages bigs - 10 years ago!
2004 - Email Channelg Management - dynamically optimized email campaigns, if didn't get expected results, cancelled campaign

Using Analytics?
The typical journey in the use of data:
1) What Happened
2) Why It Happened
- 10 tests/month  is above average; Amazon was doing 200 tests/month for the last 10 years!
3) What will Happen?
4) How Can it Happen?
- Today, Amazon can just turn a few knobs and generate revenue

Big Data + Search
Hummingbird was a sophisticated big data play
- Only about 20% of Quality Score is Click-Through Rate, rest is landing page and Keyword Relevance 
Quality Score Generations
Gen 1: Based on money paid by company to Google
Gen 2: QS Introduced 8/2005 - Based on clicks 
Gen 3: Simple QS Reporting 2007 : SERPS
- Long-term, multi-session query chains, used all data across time - not just one time; early SERPS results, added data, then toolbar data
Gen 4: Off Page Activity
- Where most search results are today. 
- Now, Google made fundamental change
Gen 5: The Near Future
- You can now import conversion reports from Salesforce
(AdWords Conversion Import: How it Works)
- Google's Personalized Efforts: Google has 93 fields for personalized search but 18 for website crawling info

> What kind of data is out there? What oes Google know about you? How many emails have they scanned? What have you purchased (sales confirmations, etc.)
> Facebook can target your volume of toilet paper usage
> Today, Google can determine success of other things In the Real World - not just online systems that can be gamed

* You Can't Solve this Problem Manually*
- How much content does Amazon create? None, yet they rank well.
- All they are doing is using great data feeds

* How will you scale to keep up?*
- Amazon solved this 10 years ago
- Amazon invested 10s of millions of dollars but you can get them now for 10k/month - big data is scaling down
- DataPop (2500/mo)
--- Determines targets you want to sell to, strategies o how to sell them, optimizes your offers, to generate perfect message for every customer. All driven by a machine - where we need to get to .
--- No human is creating these ads (use something like a Data pop to generate an ad; create a product page)
> Monetate
- Platform even better than Amazon - takes first-party/third-party data to take anonymous visitor and personalize it;
- Who, What, When, Why - can take you from 2-5 campaigns to 59 campaigns/month (personalized)
- Level of agility you need to be successful today
- Related items - other keywords to drive deeper into the site - other types of products - a different type of data.
- Example: BloomReach -- dynamically ads the right information

> Free Behavioral Targeting - BT Buckets
- Segmentation rules to use
- Runa - set a margin willing to set out maximum discounts (what offer, if any, you should give to people - give a personalized margin )

Other Tools
> Lattice Engines
- Look at public records - when people are signing leases, etc.
> Optimyzr
> Infochimps - help you build big data systems with your own data
> NudgeSpot, CommerceSciences - On-Site Behavioral Targeting
- How to get better conversions
> Enigma - gives access to public databases to play around with and automate content creation
 - AbouttheData.com - tells you everything they know about you based on your email

* Bottom Line*
- Bing will never use its 3rd-party data in a search engine
- Where search engines are going - you will no longer be able to fake signals
- Doesn't matter if its online or offline
- PLEASE DON'T SUCK

http://www.slideshare.net/BryanGroks/mad-men-of-search___

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2013-11-18 20:47:21 (2 comments, 1 reshares, 4 +1s)Open 

Data-Based Content Marketing (That Won't Break the Bank)
 by  +kane jamison  #stateofsearch
Data-Based Content Works Well 
Data-heavy blog posts adn graphics
Interactive visualizations
Quarterly/annual whitepapers, industry reports
Etc. 
--Data-based decision making works better. 
-- Slideshare: Data makes your content better, faster, stronger

Data-Based Content Process
1) Planning
- Ideation, storyline creation, pre-outreach
2) Production
- Research, data collection, data analysis, graphic deisgn, programming, website buildout
3) Promotion
- Owned social promotion, outreach, paid social amplification (linkedin, facebook, etc.)

A) How do wel cut time on a phase or offload this work onto someone else, hopefully in a mutually beneficial way

3 Approaches to Cutting Costs orIncre... mas »

Data-Based Content Marketing (That Won't Break the Bank)
 by  +kane jamison  #stateofsearch
Data-Based Content Works Well 
Data-heavy blog posts adn graphics
Interactive visualizations
Quarterly/annual whitepapers, industry reports
Etc. 
--Data-based decision making works better. 
-- Slideshare: Data makes your content better, faster, stronger

Data-Based Content Process
1) Planning
- Ideation, storyline creation, pre-outreach
2) Production
- Research, data collection, data analysis, graphic deisgn, programming, website buildout
3) Promotion
- Owned social promotion, outreach, paid social amplification (linkedin, facebook, etc.)

A) How do wel cut time on a phase or offload this work onto someone else, hopefully in a mutually beneficial way

3 Approaches to Cutting Costs or Increasing Value
1) Automate Research process
- Example of Queries to find data sources
- Industry keywords, base keywords (footprint) suffix keywords
"Solar panels" "new study" "recent study" "new report" site.edu, site.gov
- Helps find targeted, relevant, trusted studies
- Put this into link-building queries
INSTEAD - automate these
* Google Alerts - KW or KW or KW or KW site:.edu OR site.gov
= automatic email alerts if anything on this search query 
* Google Scholar has its own alerts system
- Patents, credible research, drill-down, things not seen by wide audiences
- Use a query to have highlg credible research you can cite; check this daily, monthly, weekly
* Buzzstream - automate tracking with Buzzstream "link building" - put this in their internal system
- Enter them into the CRM to do outreach to original sources

AUTOMATE ALL the RESEARCH
IFTTT > Google Doc
Zapier > RSS FEed
(If email, then Google Doc)

*4 - Harvest Tweets Matching Keywords
- Finds validated, interesting research - filters down to influencers who already vetted this
Drop the site:command at the bottm
- results look like this - mostly press releases (3 results out of 100 in past few months)
* If you see 6 pieces of research show up in a row, you know this is popular
Get Twitter in an RSS Feed - 2 ways
Zapier "When this happens - create item in RSS to dump into Feedly OR add in New Google Spreadsheet Row"

* TWOOLS - - Create RSS fees for profiles and Twitter results

2) Build a Research Library (faster piece of content)
50-100 hours of work to generate an ebook or white paper
> MarketingCharts.com - basic excel charts of other people's data
- We can do the same thing
- Project Spend 20 hours building an initial research data center
2 hours for data, 10 hours in excel or infogram for vizualisation
8 hours on site buildout
- Give each graphic its own dedicated section or page
- Dedicated page with image
- 1-2 pages
- Auto-generate embed code to us
- Encourage people to share in blog posts, images, etc.
- Outresch to the data creators ANd to anyone who has cited the data (check backlinks to a page of research, search topseed etc.)
- Tell them about our new "Solar Research Database" OR Industry Data Library - let me know if there's anything else you'd like to add
- Much better than link-begging
- Ad a few graphics per month
- Continue outreach
- Work as much per month as you need
- Use Excel charts and Hex codes - anyone can do this content creation
- Ongoing outreach with templated email and good results 

3) Use it Up, Wear it Out (get more value of content already created)
A good data-based content project should last you a year or YEARS, not a month
- Content you can use that is evergreen, update occasionally
- Not dedicated to a month campaign and go away
- Use one piece of data content AS MANY WAYS as possible: EX: Whitepaper, Webinar, Turn infographic into Slidedeck > Video (add professional voiceover to the slide deck and get a video too), Smaller Data Graphic, Printed Rack Card; add a profess
- Use infographic on other places on brand (product, service pages - cut it up, use it many places)

> Build complementary assets to your infographic
- Outreach interest to same journalists but use new data, new insights, mention the infographic you pitched again 

> Rinse + Repeat Content
- Build Quarterly and Annual Content
- Just come up with new data, add it back in, 
- Reach out to same influencers
- Save costs on entire process - new annual report/survey is out
Just refresh the data and tell everyone it's there


http:////hmny.co/databasedcm___

2013-11-18 19:41:33 (0 comments, 0 reshares, 0 +1s)Open 

Dereck Schafer - Copyblogger Media
- The Truth About WordPress Performance
- Why you may not need what you've been sold
- Whitepaper

> Website Performance
- Why is it important? 
- When customers come to site if it's not up, thats a bump, if site is slow, that's bad
- If you don't convert (PPC conversion) is a bad thing

Whitepaper: http://copy.bz/19HF1Wd
Presentation: will tweet on hashtag

Website
- The Tale of 2 Users
1) Writing
2) Reading

- Today, most people writing content use a CMS with rich tools to allow you to do what you can to hit intersection of search and social
- To the reader, it's 2-dimensional content
- Often, with CMS systems, they let the complexity on the author side affect the front-end
- The goal is to scale and create good experience for both of these... mas »

Dereck Schafer - Copyblogger Media
- The Truth About WordPress Performance
- Why you may not need what you've been sold
- Whitepaper

> Website Performance
- Why is it important? 
- When customers come to site if it's not up, thats a bump, if site is slow, that's bad
- If you don't convert (PPC conversion) is a bad thing

Whitepaper: http://copy.bz/19HF1Wd
Presentation: will tweet on hashtag

Website
- The Tale of 2 Users
1) Writing
2) Reading

- Today, most people writing content use a CMS with rich tools to allow you to do what you can to hit intersection of search and social
- To the reader, it's 2-dimensional content
- Often, with CMS systems, they let the complexity on the author side affect the front-end
- The goal is to scale and create good experience for both of these users

Concepts the White Paper covers
> The Optimized Core
- If the core isn't optimized, when you're "out of stock in one location," there is a gap to the consumer - 
> Moving from Origin to Edge
- CDNs - A website with problems on the backend, you can't put lipstick on a pig :) - Make a leaner, faster-running machine
- They start with the optimized core and move on to content delivery network
- Full Page Cache Services
- Managed Hosting
> Fairy Dust & Myths

Digital Trade Routes
> There are better places in the world to put digital assets than Dallas, for example
- Because something is close to you, it isn't necessarily digitally closer 

> Call to Action
- Gather DAta Not Grades
http://tools.pingdom.com/fpt/
- Good Frameworks, Good Pluguns
http://studiopress.com
- Eliminate 3rd, 4th, 5th party scripts 
--- when you place an ad pulling from other scripts, this can cause entire webpage to pull from a 3/4/5 script - make sure it's  good provider 
- Good DNS & Hosting
--- #1 source of downtime is bad DNS
--- Expensive servers, etc but when you skimp on DNS this can really hurt you - cost you $30/year for a website 
> Authority Intensive


Plug: Authority Conference
Copyblogger.com/dfwsem discount___

2013-11-18 18:21:49 (0 comments, 3 reshares, 5 +1s)Open 

Semantic Markup for Local +chris silversmith at #stateofsearch  
Best Practices: Structured Data 
1) Aids search engines in interpreting your site correctly, increasing confidence in assessing  meaning of your info
2) Can sometimes in crease changes of getting Rich Snippets appearing with your web pages in search results 
- Microformats do impact SEO 

> Why structured data is good
1)  Enables Search engines to interpret site content = ranking for relevant searches + qualified traffic
- Address is associated with a listing in their database
- Helps them improve their confidence n this data
- Also helps citations - helps to improve your ranking - indications that this has gone into ranking algos
- Semantic/Structured data means, if your information is written on pages, you can tell search engines which information is what. 
-Comple... mas »

Semantic Markup for Local +chris silversmith at #stateofsearch  
Best Practices: Structured Data 
1) Aids search engines in interpreting your site correctly, increasing confidence in assessing  meaning of your info
2) Can sometimes in crease changes of getting Rich Snippets appearing with your web pages in search results 
- Microformats do impact SEO 

> Why structured data is good
1)  Enables Search engines to interpret site content = ranking for relevant searches + qualified traffic
- Address is associated with a listing in their database
- Helps them improve their confidence n this data
- Also helps citations - helps to improve your ranking - indications that this has gone into ranking algos
- Semantic/Structured data means, if your information is written on pages, you can tell search engines which information is what. 
- Complex examples - if you mark up structured data on back end, tell search engines what info is what. 
- Sometimes the way a page is constructed can confuse search engines. It may not be a visible change, but structured markup on ORG data can help on the backend
- slowly over time help with rankings  

2) Can enable your listings to take up more REAL ESTATE on SERPs
- Rich Snippets on SERPs can make your results take up more space on the page
- Including the content on the SERP makes it more eye-catching
- Rich Snippets may improve CTR by 15-50% - More links per SERP = more increase of getting clicks
- Google itself calls this a Bonus - at the same time Google tells people not to just do this for ranking

Business Location/Contact Schema
- hCard Microformat / RDFa
- being supplanted with Micro Data - Schema.org 
- Protocol search engines have agreed to follow 
- You can use both simultaneously because they are compatible with each other. 
- But schema.org is future-proof
- Organization Schema - there are subcats you can use that are more specific to different types of businesses
- Look at these lists and see the category more closely related to your business (not very comprehensive but find the one most closely related to your biz, and look at cats and subcats)

> Use Structured Data Testing Tool
- www.google.com/webmasters/tools/richsnippets
- Test your own code!
- You can test a page also as a marketing person
- look at an example page on your site and see if any errors show up - often, people will overlook or get data messed up in a site redesign
- Also you can see the markups on the page too

> Most Valuable Local Tacgic: Author Tag! 
- DO NOT use a logo, must use a person's face
- Businesses that are closely associate with an individual proprietor or personality, this is very useful
- Local author rich snippets can be very powerful in a local SERP
- Do some searches

> How to Get Author Rich Snippets
- Option 1: Link your content to your Google+ profile using a verified address
> Option 2: Set up authorship b linking your content to your Google+ profile
- REL=author tag 
- Do it on structured data testing tool
- Different avenues and exampes of how to do this. 

Stealth Tactic:
- Logo Optimization
- loca biz websites often haven't used good KW text on the logo
- Add good KW text to logo and linking back to home page across all the pages on your site can give you really good kw weight on most imp. kw. 
- Can almost overnight use this
- Ex: Alt Text Bix NAme + Keyword
- Don't use alt-text that's NOT representative of the logo. 
- Incorporate other text WITH your logo so you can legally use your text in the alt-text on Google
- Logo is drawn from wikipedia article
- OR use the logo that's specified on the logo markup on your site
- Use a simple Image + Hyperlink - Image Replacement or CSS Background Image (use a SIMPLE image + hyperlink and add alt-text to image
- Avoid White Knockout logos on colored background = Rejected for Knowledge Graph
- Use site's main KW in the ALT tet BUT
- ALT Text must closely represent image (TIP: Add a SLOGAN to your logo)

> Breadcrumbs for Local
> Links in search results
- Add extra links on City / Local-area pages
-****Multiple pages - target different states cities
- Use  structured data testing tool here to check

> Testimonials
- Closely related to reviews
schema.org/review + schema.org/rating
- Google doesn't have many algo filters for this
- If Google runs across you giving yourself a rating on a page that isn't really a rating, they will remove this ability  this is a big blow. 
- Truly Nolen - business represented in NY - Quoted a review on Yelp and gave them 5-stars, changed language on this
- Previously this was fine, now Google has new details on this
- Syndicated content from Yelp - only mark up content only on your website (don't steal or quote a review on your site and mark it up) 
- You can BRIEFY quote it, can't mark it up
- If you can't leave a review on it, put a page dedicated to reviews and testimonals
- Needs to be your own content

Place testimonials with markup only page dedicated to reviews
Be real
Dont syndicate quote/reiews
Provide system to allow customers to review you online so stars will appear in search results
Good way to manage - legal if it's on a testimonials/reviews page
TOOLS: getfivestars.com - allows people to review you online 

> Extraneous content can help build popularity/rank
- Signals can help your rankings
- Indirectly can help over time - look for things you can add to site over time
- Johnston Legal Group - Just for Fun section
- Blog, recipes popular with employees - can use Recipe Markup on this content (compete for recipe rankings)
Dallas Dental Specialists - Their website says you can listen to Pandora in the dentail chair - they can take favorite tunes and host music on website, mark up as Music Schema (listing in search results there) - get permission for music if you use this
- Moosylvaia - says they listen to spotify, music on site

> How easy to get recipe markup on site?
- Incorporated section with a recipe quickly - Author Tag combined with recipe schema + breadcrumb microdata
- Makes this an even bigger listing
- This is a changing space

ACTION: See what kinds of schema.org markup there is and get creative with content types you can add!

> Hybrid Rich Snippets
- Google is doing research on this - people are testing actively
- Tables + Lists are easy to incorporate
- Can give you a bigger listing
(INcorporate List Markup - really improves the area)

> Twitter Cards
- Semantic markup allows people tos ee more of your site
- Preview snippet info shows up in a card on Twitter
- Different types of Twitter cards - implement these

>Google+
- Series of steps to show what shows up in snippet auto
1) Schema.org markup
2)  Open Graph markup
3) Titile and snippet
4) No markup - they will cobble it together 

> Google provides tools to help you with rich snippets 

developers.google.com+web/
Structured Data Markup Helper
- Give example page on site, take back t site
The Data Highlighter
- If you aren't great at code editing,g you can use data highlighter for rich snippets to show up (highlight pieces of code you want to show up as rich snippets___

2013-11-18 17:48:24 (0 comments, 1 reshares, 2 +1s)Open 

The Reviews System +Brian Combs notes from #stateofsearch  
Why care? Ratings show in in SERP and carousel, side box has links to more reviews for local biz. On Google+ for local page, ratings and reviews distribution shows up to. 
Why are reviews importnant? They impact your rankings
> They Impact Rankings 
- QUANTITY of reviews is primary 
- 1-star review matters as much for 5-star in ranking
- Quality is beginning to matter
-  Semantic search - "best steak house" the star-rating will impact more
> Impact conversions - quality matters here
> Feedback Channel
- Many people miss this. Reviews about your biz should tell you where to iimprove

> Where to get reviews
- Google, Yaoo, Bing
- Apple Maps
- Diversity is Good - CitySearch, Vertical Sites
- Every industry has places
- A review fromthe s... mas »

The Reviews System +Brian Combs notes from #stateofsearch  
Why care? Ratings show in in SERP and carousel, side box has links to more reviews for local biz. On Google+ for local page, ratings and reviews distribution shows up to. 
Why are reviews importnant? They impact your rankings
> They Impact Rankings 
- QUANTITY of reviews is primary 
- 1-star review matters as much for 5-star in ranking
- Quality is beginning to matter
-  Semantic search - "best steak house" the star-rating will impact more
> Impact conversions - quality matters here
> Feedback Channel
- Many people miss this. Reviews about your biz should tell you where to iimprove

> Where to get reviews
- Google, Yaoo, Bing
- Apple Maps
- Diversity is Good - CitySearch, Vertical Sites
- Every industry has places
- A review from the system people use regularly matters more. If they have a Google account, ask them to leave reviews there. 

> Ways to Encourage Reviews
- It's a mindset (employees always thinking of this)
- Make it a process
- Be ethical and transparent (ask for honest reviews)
- Be creative 

> Keywords in Reviews
- Definitely impact rankings
- It's added real estate for content
- Good for long-tail kws
- Great for "blocked terms" (eg Google)
- If people are naturally leaving these terms in reviews this is good

> Review Velocity
- Don't make it look like all reviews are grouped together - 50 reviews at once is a red flag! 
- Clearly this is part of the ranking algo
- 1 review/month will be great for most businesses

> Google is Filtering Reviews
- questionable reviews are removed
- Algorithmmic, not human deriven
- REviews from private users (no pub proble on G+) are devalued

> Respond to Reviews
- Listen to what's being said
- Should you respond?
- Calm down before you respond

> Types of Complainers
- Legit complaints (engage with this WHEN you fix the problem)
- Unrealistic expectations (main goal is to inform others; don't capitulate because sets expectations) 
- Lunatics (you can devalue these because they can be trolls and other readers can easily see this)
- Former employees/competitors (you can typically tell when you read these;

> If you engage
- Expect to make mistakes
- PIck your battles
- There are no secrets
- If you EMAIL them, your email may be posted

> AVOID
- Don't self-review - easy to spot, can be fraud
- Don't become the bad example
- Review Services - don't pay people to leave reviews for you! 

> CONTROVERSIAL
- Rules are vague
- Incentivized reviews
- Encouraging reviews at multiple sites
- Entering review at the place of business (can be problematic for legit reviews - these tend to get filtered even when legit)
- Can you pay to remove reviews?

> Remember
- Be proactive and transparent
- If your biz sucks, you might not want to encourage people to leave reiews___

2013-11-18 17:25:22 (4 comments, 0 reshares, 6 +1s)Open 

The Most Ridiculous Things to Do On Facebook Advertising - +Dennis Yu : Live Notes from #stateofsearch  
*Overview: *
- Submit media
- Stack campaigns
- Add combos
Notes:
- Audience, engagement, and conversion - stack your campaign around these
- Media manipulation must be tied to goals - not enough to have fans, reach, like, etc. Affects splilover to other chanels
Facebook sites high in the funnel

The viral cycle - growth, engagement, conversion - make the press and fans do the work for you - if you don't go around the cycle - you won't 
- most orgs are siloed, they don't get to iterate and fail social
- Problem is can't drive car; ot htat car is broken
Social person must understand the voice of the ustomers
- Marketo - Content Marketing on LinkedIn 

Steps for achieving FB Success
- Ifyo... mas »

The Most Ridiculous Things to Do On Facebook Advertising - +Dennis Yu : Live Notes from #stateofsearch  
*Overview: *
- Submit media
- Stack campaigns
- Add combos
Notes:
- Audience, engagement, and conversion - stack your campaign around these
- Media manipulation must be tied to goals - not enough to have fans, reach, like, etc. Affects splilover to other chanels
Facebook sites high in the funnel

The viral cycle - growth, engagement, conversion - make the press and fans do the work for you - if you don't go around the cycle - you won't 
- most orgs are siloed, they don't get to iterate and fail social
- Problem is can't drive car; ot htat car is broken
Social person must understand the voice of the ustomers
- Marketo - Content Marketing on LinkedIn 

Steps for achieving FB Success
- If you don't have a goal measuring against, do you have th etracking against - who will you hit; who is in whole deck

 -Be able to test, iterate, measuer results in conversions, sales, etc.
- Measure the brand power - must be indirect
- Increase spend to scale what works
- Meta target KPIs - intentionally inrease investment levels
- Timing of scaling activities
- Think about itertio= look at dat (what went up or down) and why (it's not about REPORTS, but why something whent up or down) the action you can take on that. 
- What are the levers you can pull/twist - what are the alerts that are why, what is the data - think abou tthe FUNNEL in revers (this tells you what data you want to pull)

> Social analytics - look at things down the funnel -  not just engagement but about leads, quality leads, who buys
Content is not about ADS but about paying to show up
- New Facebook AD FORMATS - now are 14
- The right size, formats, 2:1 aspect ration
- Make sure organic content is being seen
- Different kinds of targeting you can apply (workplace targeting, etc.)
- Onion targeting -s tack different things. Stack things (and, and, and makes audience shrink)
- Stack these things with tracking to reverse-engineer your budget

When a user comes to your "site" (presence anywhere) you can now retarget them
Get a cookie on them (FB), follow them around like crazy 
Be able to talk to them based on who and where htey are. Metrics 
Leverage your email ist if you're in charge of FB marketing - direct mail principles
Equivalent of brand search
- Don't do a bunch of random things - stack things intentionally
- Spend 20-30% of your total marketing spend

*Live Build Campaign - 15 Minutes - Fan Growth *
-- Don't click to boost a post. 
-- Go to power editor
-- Like Google AdWord's editor
---Create a campaign - name it by Prefixing - 1_FanGrowth
Daily price $2
- Create an ad "Fan Growth" - Chicago, Italian Food People, Shopping Behavior - use old ad types - Use a PAge Post - choose the most recent post. If you stop producting content these ads burn out. The content will burn out. 
- Run a sponsored story "People like your page"
- Have the right page
- Make an endorsement from a friend (WOM), make it tied to something they are interested in
- Creative - use news feed (desktop only) if don't have a mobile-friendly site
- Don't do newsfeed right hand side (these are waste of money)
- Geo - hit chicago - count of 360k, then target - every fan has about 330 fans (gives you friend of fan count)
AND they are high income, AND They are in my email list (custom audience)
- Look at precise interests 
- Now look at partner data - (Datalogix has purchase behavior) 
- People who have bought - this is all real data, cars they drive, business traveler, choose that puts you down to 13k people.
- Now, like you can do in excel a copy/paste - you can paste that multiple times over - now change one against list (email)
- Now will start suggesting things
- With audiences, custom audiences, you can upload a list (like your email list)
- Upload a file, be as specific as possible (so you know which list is which) - email ID is easiest thing, if you built a FB or IOS app, you can upload their IDs, get about a 70% match rate) this will come back
- Under audience/advanced - you can CHOOSE your customer audience OR EXCLUDE it - then create a lookalike audience and exclude existing customers
- Exclude people who's email address you already have
- Part of standard targeting, you can also do ANDS and ORS

* ENGAGEMENT CAMPAIGN*
- Rename campaign 2_NAME
- This is the workhorse of your campaign
- PPA - will hit fans
- Use most recent post, 
- Select newsfeed, now all fans (audience, connecting targeting)
- If you have multiple pages, you can cross the fans)
- Keep the ad always on
- Take the ad and copy it, then target "Friends of Fans"
- Stack the campaigns toether - target by things related to food (check-ins, domain stories, etc.)

CONVERSION Campaign
- Name 3_CONVERSION
- Install a pixel - use optimized CPM data - close to general retargeting if not better. 
- Copy over these audiences to save buckets of users
- When you tie it all together, you will see

Look at ads manager for reporting
- Sort by reach, look at click-through rate, look at cost per conversion
- If everything in campaign is going towards you can more easily measure
- Custom audience (constant contact email list; 70% match rate)
- Sort by the number of clicks to ads - 4%, 15%, 3%, CTR in the newsfeed with good content, targeted, mobile newsfeed gets a double bump, this works very well - audience/conversion - tie campaigns together, they feed one another
- Most revenue from Facebook won't show up in Google

> Content
- You have to get other authorities in the space do the work for you
- 3rd party sites - interview someone, they interview you
- Blog each other; link to each other - get content syndicated
- Take these articles on other sites (PR)
- Amplify this to people who WORK at these meda companies (target writers and create an ad)
- Promote a URL, page post ad, put in URL, ad, under "Advanced" targeting - do "Workplace"
- Amazing PR strategy
- When the media sees you as an authority, you get amazing impact, SEO power, ad amplification, tihs is key to the whole thing
- Experts who produce content or you*___

posted image

2013-11-18 16:55:17 (1 comments, 1 reshares, 3 +1s)Open 

Using Social distribution to Dominate Audience Targeting + Customer Acquisition +marty weintraub
Liveblogging Notes from #stateofsearch  
> Facebook Native - precise interests, workplace, occupation, age, gender, education, geo etc
> Facebook Partner Data
> "Talent Correction" is afoot
Facebook expands targeting - datalogix - partner categories - axciom, epsilon - companies that sell cookies and make deals with Facebook to target other data systems within Facebook - partner relaitonships - you will know them

> What is Content Anyway? 
It's confusing - ot a landing page, Google SERPS? Blog? Facebook page post - every kind of page post has its own URL in social (Twitter, Facebook, post, detailed, page, Twitter detail page, YouTube page, Google+ Detail pages) 
- PPC Ad 0 it's all content, bite-sized or huge - it's ALLco... mas »

Using Social distribution to Dominate Audience Targeting + Customer Acquisition +marty weintraub
Liveblogging Notes from #stateofsearch  
> Facebook Native - precise interests, workplace, occupation, age, gender, education, geo etc
> Facebook Partner Data
> "Talent Correction" is afoot
Facebook expands targeting - datalogix - partner categories - axciom, epsilon - companies that sell cookies and make deals with Facebook to target other data systems within Facebook - partner relaitonships - you will know them

> What is Content Anyway? 
It's confusing - ot a landing page, Google SERPS? Blog? Facebook page post - every kind of page post has its own URL in social (Twitter, Facebook, post, detailed, page, Twitter detail page, YouTube page, Google+ Detail pages) 
- PPC Ad 0 it's all content, bite-sized or huge - it's ALL content

Content Goals
Scalable psycographic Traffic
Attributable conversion
Real links from Good Authority Sites
Social Signals form Strong USers
Focused Likes, Follows, Shares, 
Insulation from Harsh SEO Updates
PR Distribution from Blogged Media
=> Conversion, SEO, Friendships

The Great 2013 Social Media Buzzkill
There is no free social distribution - no free scaled distribution
- Nobody is seeing your social distribution
- FB, LinkedIn, Twitter - Paid that looks organic
- Nobody is looking at it being "sponsored"
- As the Hub - in no channel that is pure organic anymore

Enter Paid Organic Amplification
- Making paid things look more organic
- Facebook - Page Post Ads
- Page Like Stories
- To visit means to perform - if a type of content means you want people to go to a blog post - if you want people to see a pin - every piece of content has a different use - some things are within social channels and some go external. 
- People do things within the channel and good things outside the channel 
- Assume you can make great content - if you are the best content manufacturer in the world, how will you amplify it?

Paid + Organic + Viral - you can't fake this, either it exists or it doens't exist. With 8k followers, getting 2k impressions a day. 
Now Dial in page post ads in Facebook targeted to PSYCHOGRAPHICS
- Impressions can go up (buy the reach, this is easy) but you can't fake the engagement - likes on page, on hover, like bot and like button
- Amplify content to PSYCOGRAPHICS on Facebook, this will help bump the good things happening within the channel. If it doesn't work, either your targeting doesn't work, your content sucks, or you didn't post it right. 
10K bump in talking about it - total cost to amplify this to 3 million from 2k is $300. How can you afford not to do this? You are negligent if you aren't doing this. 

Target- 
This ad targets 500k, who live in the US, over age 24, who like certain things
- Layered actions - 549 total actions - 307 link clicks, 222 page post likes, 18 page likes, 2 other actions - you could say it's 88 cents per link click - think about this - loook at PIE CHART/bar graph of good things that happen - look at blended CPC - different things to see - other actions you see - "Total Actions"
- Get a combination of good things that happen inside and outside tha channel

Cultural, Interests, Heart & Soul, Tech - think about the way you target and clarify this

Inter, Intra, Networks, Internet-Wide Targeting
- Facebook Native, Facebook Partner, Third PArty Data Providers (Brokers), Mashups
- Coming to an age of amazing targeting services
- Nobody will see our content unless we use these services - how we will target users. 

- Create a persona wheel (hot to create targeting without giving it away)
- Combine the targeting - pick and choose combinations in data partners, create a "targeting kit" - look under Power Editor at Partner Data
- Start at the center of the "persona wheel" to qualify your persona further

Human Life Transitions
- You can map to events like birth, immigrant, divorce, holidays, pregnancy, name change, etc. You can map to these - what happens to a consumer at these life events?
- Layer in third-party information - when targeting content, 
- Easily target people who work at publication, have c
- 600,000 people on FB who are bloggers, what type of blogger

"It only works every time"
http://www.aimclearblog.com/2013/10/21/easily-buy-seo-lift-disrupt-googles-vaunted-search-algorithm/ > When you drive social traffic, people either go where you tell them or not. Facebook paid posts can drive combinations of things
- Every social post has its own "Detail" page
- Put information on Google+ Wall
- Do all the Good organic things (target the publications)
Use "Link to Post" in upper right hand - copy URL, then make it a bit.ly link and get post details - then put it on your Facebook Personal Page (won't let you do this for a FB ad)
- Click the promote button to make sure people who follow  you will see it

Carefully package your tweets to go to a Google+ detail page
- Promote this tweet to target people from PubCon
- No channel other than FB page - Google, Bing Search, LinkedIn, everything lets you buy an ad to a bit.ly of a Google+
- External stuff is where they go to your blog post
Internal stuff is where they G+ it 
If you + my post, your friends enjoy high SEO for my stuff
- If you do this with psychographic - you can buy SEO at a scale with CPC and CPA for Plusses or Follows

Your New LinkBuilding Strategy - if you run this, people have to see your stuff
Sail through algo updates
- This is even better in hummingbird
- Read a lot more 

Sources
How to triple your success through social media ads
The great 2013 social media buzzkill___

2013-11-18 16:22:38 (0 comments, 3 reshares, 1 +1s)Open 

LinkedIn Strategies - +Jabez LeBret
Liveblogging notes from State of Search Conference #stateofsearch  
> Profile
- Good Picture, Face:  your picture matters! 
- Your picture should be a simple picture of your face - be large and zoomed in on your face. Everywhere else you participate, this picture gets small.
- Headline: 
- Get Across in 175 Characters - Use a Benefits-Driven Statement
- Features Tell, Benefits Sell
- Present the benefits - who you are (Example: CIO, Simplifying Complex Strategies for Social + Web Marketing) 
- Ask people in their industry what their hot buttons are and put them in there 
- Headline is opportunity for first-line of contact to influence you
> Summary - write in 3rd person, In Short/Long Version, Brag (Don't be Shy!), Use Video + SlideShare
> Profile
- Add Companies,You A... mas »

LinkedIn Strategies - +Jabez LeBret
Liveblogging notes from State of Search Conference #stateofsearch  
> Profile
- Good Picture, Face:  your picture matters! 
- Your picture should be a simple picture of your face - be large and zoomed in on your face. Everywhere else you participate, this picture gets small.
- Headline: 
- Get Across in 175 Characters - Use a Benefits-Driven Statement
- Features Tell, Benefits Sell
- Present the benefits - who you are (Example: CIO, Simplifying Complex Strategies for Social + Web Marketing) 
- Ask people in their industry what their hot buttons are and put them in there 
- Headline is opportunity for first-line of contact to influence you
> Summary - write in 3rd person, In Short/Long Version, Brag (Don't be Shy!), Use Video + SlideShare
> Profile
- Add Companies, You Are Connecte, To Under Experience
- Add Forbes as a Company You Work For (Show up on your profile); now are able to connect with anybody on Forbes who is an employee there (both write there)
- Helps on overall authorship 
> Skills + Experience is Now Endorsements
- The reason LinkedIn did this is a traffic play - send people an email that you've been endorsed, this drives you back the site as a visitor
- Test: Send out endorsements, nobody gave endorsements back or visited

> Connections
- Connect with everybody if you use LinkedIn as a marketing platform
- Filter our people who you may not trust with your connections or how they engage themselves

> Groups
- Spend most of your time and focus on these
- Either you own a group or join one
- Main function of groups is discussions: Start them or Join Them
- Steal groups from ones people already have
- Stop joining groups that are only your peers; start joining groups where your PROSPECTS are hanging out. 

> Discussion Groups
> Another Person's Discussion
- Don't just point to yourself
- Write huge, long responses about things to consider, factors to consider, things that go wrong, things that go well
- When you dominate a discussion, add value. Be very focused. It can lead to business. 
- Be intelligent about it; spend time. The exposure can be immense. 
- People will visit your profile, see what you do. You can build a volley.
- Groups can give daily and weekly digests. The most popular discussions within a group are highlighted. This can go on in one big discussion for weeks.
- This is NOT a volume campaign. It's targeted to get you in front of the right people. 

> OWN Discussion
- The key is: Fuel the fire
- Find the top influeners in the group (look on the side)
- Email them a personal message saying "I really value your opinion, would you mind sharing on my group discussion?"
- Come back with questions, discussion, push people to answer. 
- Each other person's 
(used to be 6 comments would get you as the top discussion. Your own comment is only 1/2 vote; other's comments are 1 full vote)
- Open rate on LinkedIn is high; all you need is 8 comments, that's it! 4 comments from other people, 4 comments from you___

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2013-11-13 18:26:46 (0 comments, 0 reshares, 1 +1s)Open 

Will I see you at SMC Dallas tonight? Can't wait for +Jay Baer  to rock the house! 

Will I see you at SMC Dallas tonight? Can't wait for +Jay Baer  to rock the house! ___

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2013-10-30 19:02:00 (0 comments, 1 reshares, 1 +1s)Open 

Have you ever considered how easy it can be to scare off new leads? We put together a list of 5 common ways businesses can scare off new leads, and in the spirit of Halloween, we present: "5 Monsters of Lead Loss." Enjoy! (And please share it!)

Have you ever considered how easy it can be to scare off new leads? We put together a list of 5 common ways businesses can scare off new leads, and in the spirit of Halloween, we present: "5 Monsters of Lead Loss." Enjoy! (And please share it!)___

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2013-10-08 19:05:17 (0 comments, 0 reshares, 0 +1s)Open 

Really great stunt marketing.

Really great stunt marketing.___

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2013-09-16 20:05:18 (0 comments, 1 reshares, 1 +1s)Open 

Nice overview

A write up of my Content Marketing World presentation. Thanks to +Lee Odden and his team.___Nice overview

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2013-09-11 20:42:53 (0 comments, 0 reshares, 0 +1s)Open 

* William Shatner Closing Keynote* Content Marketing World +William Shatner at #cmworld
> One of the best viral marketing campaigns in history was a film made for 22k and brought in millions because audience thought it was real footage, but really "The Blair Witch Project" was filmed by marketers
- Value of telling a story that makes you curious about what actually happened
- When it was discovered the whole thing was a marketing ploy, it took us to a level of curiosity
- The campaign itself became a reason to see the film itself. Pure genius. Can it be done again?

> Shatner Stars in State Farm Insurance Video: Keep your family safe from Turkey Fryer Fire

> Contests, Debates, whatever effects the viewer and seduces them to participate and build a personal relationship is key
> Selling Captain's Closeup (from Star Trek) - marketed to... mas »

* William Shatner Closing Keynote* Content Marketing World +William Shatner at #cmworld
> One of the best viral marketing campaigns in history was a film made for 22k and brought in millions because audience thought it was real footage, but really "The Blair Witch Project" was filmed by marketers
- Value of telling a story that makes you curious about what actually happened
- When it was discovered the whole thing was a marketing ploy, it took us to a level of curiosity
- The campaign itself became a reason to see the film itself. Pure genius. Can it be done again?

> Shatner Stars in State Farm Insurance Video: Keep your family safe from Turkey Fryer Fire

> Contests, Debates, whatever effects the viewer and seduces them to participate and build a personal relationship is key
> Selling Captain's Closeup (from Star Trek) - marketed to the audience who wants to see the 
*The Captains: A documentary about the captains of Star Trek

> Priceline.com
- First was befuddled at the ad campaign, invented a backstory for the character; "The Negotiator" - a fanatic who goes to any length to satisfy a customer
- Passionate being whose sole message is to save you money
- Marketing campaign for 15 successful years!

> Dal Blumberg sculptor 
- Love how William Shatner is elping craft a cross-country campaign with multiple stops and charity events

> 36 Episodes "Brown Bag Wine Tasting"
- To talk about wine itself - not sponsor for it yet
- How wine is a useful device to start a conversation
- Asks someone to describe wine in their own terms (mechanic; hammers, screwdrivers)
- Dave Cox, a musician, described wine tasting in musical terms - plays on the sax how the wine tastes to him!
- Great idea: Have different background describe a product experience in their own terms!


http://instagram.com/p/eIj6AtnJge/___

2013-09-11 19:59:58 (0 comments, 0 reshares, 0 +1s)Open 

Audio Strategies + Pamela Muldoon  Liveblogged notes from #cmworld  
> You can get podcast kids for as little as $100-$200 products
- Record things through Skype! 
- Also: GarageBand, ePodcast Producer, Adobe Creative Cloud (monthly)
Adobe Creative cloud, you can access multiple softwares, Audacity (free)
- Low-hanging fruit (some audio-file limitations)

> Social Sharing
- MP3's
- AudioPatforms
- Stitcher, BlogTalkRadio, SoundCloud, BluBrry, Spreaker, 
- Always get potcasd onto your website to drive traffic: this is key
- Audience-building process is interesting - if you already have an audience this is easy - transfer energy to another content platform
- BUT if you know where podcasters hang out
- People do really listen to podcasts
- Use own website to download and listen, but also put it on all thesepla... mas »

Audio Strategies + Pamela Muldoon  Liveblogged notes from #cmworld  
> You can get podcast kids for as little as $100-$200 products
- Record things through Skype! 
- Also: GarageBand, ePodcast Producer, Adobe Creative Cloud (monthly)
Adobe Creative cloud, you can access multiple softwares, Audacity (free)
- Low-hanging fruit (some audio-file limitations)

> Social Sharing
- MP3's
- AudioPatforms
- Stitcher, BlogTalkRadio, SoundCloud, BluBrry, Spreaker, 
- Always get potcasd onto your website to drive traffic: this is key
- Audience-building process is interesting - if you already have an audience this is easy - transfer energy to another content platform
- BUT if you know where podcasters hang out
- People do really listen to podcasts
- Use own website to download and listen, but also put it on all these platforms
- Podcasters listen to other podcasters - look for a lateral market to grow your audience
- Spreaker - Terrestrial radio + podcasting; signed a deal with ClearChannel - Have the I Heart Radio App (can syndicate your podcast there)
- Media players get that I'm media ($36 a year on Spreaker, gets you access to that platform)

>  Is 2013 the Year of the Podcaster?
- 1 Billion downloads of iTunes Podcast app (this is huge for podcasting!)
- Consumers - it's all about dollars! 
- Edison - good research about podcasting
- Third time they have partnered with Neilsen to do research - shows there is a trend toward this
- Half of podcast consumers are age 12-34 - OnDemand component really drove 
- Podcast consumers spend more time online - if People spend 50 minutes on your site improces, they can click to other pages + multitask
- Podcast consumers are taking their own audio OUT of the home
- Podcast consumers are more likely to use social numbers
- LinkedIn network can also be in Rich Media summary of LinkedIn
- Pushes out an interview about once/week
- More than half of podcast consumers use social networks every day or more
- Podcasting is integrated in online experience with consumers - there is a huge opportunity to reach audience

Leverage Audio in Other Ways
> If I were to do this, can it help with other content creation?

5 Ways to Leverage Audio
1) SME Blog Posts
> May not be marketing or blogging savvy, so if you want to increase content based on editorial calendar
> Objective increase content from internal SMEs
- Use formstack to gather info through a questionairre
- Record SME - in an interview
- Transcribe recording - people talk about what they love; it's magic!
- Prep Blog Post - ask enough questions, you have 5-6 posts by time done
- Get great content out of people's heads this way!
- Ask people: Do you want a blog post or to be on a recording?
* Transcribe: SpeechPad.com (costs will be length-based, 70 cents/minute)
* Transcription is a skill, trust people who can do it well

2) Staff Training
> Record information as needed
- Upload MP3 into newsletter + SharePoint
- Mix up VAK for audience (Visual, Auditory, Kinesthetic) 

3) Customer Information
> Record SME
- Transcribe Recording 
- Use Camtasia to create webinar
- Some people freak out at concept of being on video: audio is a nice entry point into that
- For verbal processors, with true SMEs, this is easy

4) Podcast = Increase Traffic
> Example: "Where Are They Now" podcast with audio + video - 2 seperate versions because people are different on video than on audio
- Transcribe audio version
- Write interview out
- Drive traffic to the landing page (print + digital) (to get the rest of the interview) 
- Work all the components of this together
- It's easier to do this - and people will share and evangelize this content!

5) Quotes, Tweets, Status Updates 
> If you have a transcribed video with an SME, you just pull quotes out of transcription, promote, tweet, distribute
- Transcribe audio
 -Create content updates
- Drive traffic to content (podcast)

Jay Baer - podcast on how he makes money on his podcast is on their site!

Questions!
> How do you catalog and capture info later?
- Archive audio and transcription on your site
- Download everything and send an SME a copy 
 - Systems and organizations, how you label things are important too

> Best practice for length of a podcast?
- Programmed to listen to 10-16 minutes (music radio esp.)
- Probably not a bad starting point
- Test and measure (30 min; 50 min)
- Time doesn't affect what you do, it's the content
- Secondary podcast (marketing soundbyte) and edit down to 10 minute - repackage same content into different nuggets

> How do you write for the ear v. the eye?
- Depends on format - if you ware a podcaster: STRONG INTRO and STRONG OUTRO (will people be wrapping it up. Be in control of your podcast. Program me: how will you bring me in and wrap me up?)

> How will clients respond to audio as well
- Harder sell for clients because don't see themselves as broadcasters
- We are going i this direction: take these concepts and reasons why, find the right person in the organization___

2013-09-11 19:31:21 (0 comments, 0 reshares, 0 +1s)Open 

Improving Conversion Rates with Video Content Curt Porritt - SVP Marketing, MasterControl
> OR... "Marketing with Multimedia...for the Rest of Us" (After Coke's presentation yesterday)
- Quality/compliance - regulations/deregulations - most boring industry! 
- Before joined team, sales was all cold calling; He joined 2007 and started doing online marketing, but it wasn't converting very well
- Started doing multimedia

Assumptions
> People are basically lazy
- Most people would rather watch something than read it
- Using multimedia for online marketing efforts will continue to rise in popularity until it's considered the norm
- What people do after watching is a key to success

> Only 25 % are using video in email marketing
80% say they are somewhat likely to be using videos
- Company recentlyr... mas »

Improving Conversion Rates with Video Content Curt Porritt - SVP Marketing, MasterControl
> OR... "Marketing with Multimedia...for the Rest of Us" (After Coke's presentation yesterday)
- Quality/compliance - regulations/deregulations - most boring industry! 
- Before joined team, sales was all cold calling; He joined 2007 and started doing online marketing, but it wasn't converting very well
- Started doing multimedia

Assumptions
> People are basically lazy
- Most people would rather watch something than read it
- Using multimedia for online marketing efforts will continue to rise in popularity until it's considered the norm
- What people do after watching is a key to success

> Only 25 % are using video in email marketing
80% say they are somewhat likely to be using videos
- Company recently redesigned their website
- Video integrated throughout (front banner) 
- Problem in company - only one product but different modules, sold as a "suite"
- Have a disease of - having to put more and more content on website
- One solution had 90 different things on it, tons of tabs
- Now, are more into telling stories
- Introduce people up front to multimedia

3 Kinds of Video
1) Flash/HTML5
2) Customer Videos (3 minutes, all talk about same topic, different people and companies)
3) Testimonials (Same company, multiple topics)

> Tour of document library
- It's simple, but changed how did marketing on website
- Automatically tunes people in a content hungry world to what the experience will be, be prepared
- As video goes through, first document comes through and is listed
- At right stage of flash tour, a related document lists below
- Learn in the video, then fill out a form below to actually get the content
> Big deal for them: Built a custom viewer
- Website landing page has videos and white papers/documents you can download
- If you click on any of these, videos pop out___

2013-09-11 18:36:17 (0 comments, 1 reshares, 0 +1s)Open 

* LinkedIn Keynote - Jonathan Lister* 
Why LinkedIn is Going All-In with Content Marketing
> A Story: Victoria created a group, joined group, participated, started getting more traffic. Invited her to become a subject-matter expert in the group. Suggested topics, moderated conversations, answered questions. SME in Connect
- She is a thought leader (CNN, Forbes) 
- All her other press combined is ROI chopped liver compared to one day in LinkedIn

> The Problem Content Marketing is setting out to address
- Consumer Behavior has changed
- 60% through decision making process by time reach out to sales
- LinkedIn understands this
- Reed Hoffman understood consumer behavior would change; as would the way we work
- We communicate, research, collaborate differently
- The misison is relevant to CM
To connect the world'sp... mas »

* LinkedIn Keynote - Jonathan Lister* 
Why LinkedIn is Going All-In with Content Marketing
> A Story: Victoria created a group, joined group, participated, started getting more traffic. Invited her to become a subject-matter expert in the group. Suggested topics, moderated conversations, answered questions. SME in Connect
- She is a thought leader (CNN, Forbes) 
- All her other press combined is ROI chopped liver compared to one day in LinkedIn

> The Problem Content Marketing is setting out to address
- Consumer Behavior has changed
- 60% through decision making process by time reach out to sales
- LinkedIn understands this
- Reed Hoffman understood consumer behavior would change; as would the way we work
- We communicate, research, collaborate differently
- The misison is relevant to CM
To connect the world's professionals, to make them more productive and successful
Helping people and making them more productive is central to content marketing
LinkedIn is a Members First organization 

> Professional / Personal
- People become aspirational; think about connecting to people, planning
> Members are Aspirational
- They way LI can help them is to give them great content
- Professional (invest time) > LinkedIn
- Personal (spend time) > Facebook 


PRORGAMS
> LinkedIn Share Program
- Share their stories back 
- When did this, it was a firehose of content
- Challenge: Create quality content
- All the content coming through publisher sites is targeted back to members based on what they do for a living
> Influencers Program
- Less than a year ago 
- Went to influencers who were most influential across the web
- Gave ability to long-form post to LinkedIn
- Write about whatever you like
- Info that informs, educates, inspires - wrote about that
* Bill Gates' first post: 3 things I learned from Warren Buffet
1.7 million views, 10k likes, 4k comments
* Joe Puluzzi - SME post - Why Most Branded Content is Just Awful
- 40k views, 142 comments
- Provide influencer chance to interact
- Deep interaction with people passionate about the brand

> What Differentiates Good form Great?
- A good visual!
- Acquired Slideshare
- Gave individuals the ability to tell a great story
- Companies like Marketo figured this out quickly 
 * Turned White Paper into a slideshare, made it visual, got 328k views
(Inbound Marketing Machine)

> Sponsored Updates
- Native ad product - Instream sponsored ad product
- View the stream as :Your stream: not :Our stream:
- Now marketers can tell their stories across experience the way they wan to.

HubSpot's sponsored post - 179 likes, 10 comments
- HS says their native ads last 2 months generated 400% more leads at desired CPL than all their other forms of media
* Citi - Speaking to women, understands their audience: What's the Best Interview Question You Have Encountered?
- Successful sponsored post just asking a question.

> LinkedIn is becoming the definitive professional publishing platform
- The notion of helping people be productive
- Not just about content but also about context

> Key ingredient to better content experience is relevance
- Customers + Prospects - we have treated them like numbers, segments, cohorts, personas
- That's ok, it's a baseline
- It's pretty good for putting ads in front of people
- BUT to really engage with someone, understand them as people 

> Add Qualitative + Quantitative to understand prospects as people 
> Move from Information to Insight - creates content relevance
>How do you codify this? Scale it?
- Connections, engagements, commonalities: insights
* HP has 1 Million followers on LinkedIn - 68% are business decision makers
- Insight - those million followers are connected to 48 million, connected to 38 million
- 20% of viral traffic was generated by other business decision makers
- BDMs are connected to BDMs, this affected HP's strategy

> NOT more content. More RELEVANT content. 
This is hard work!!!

Types of Real-Time, Relevant Content
> Content waiting for the moment
- Marketo, KISSmetrics (marketing guides)
- Content that is waiting for the moment where there is a dead spot; competitor does or doesn't do something
> Content In the Moment
- "Dunk in the Dark"
- SmartUSA Tweet - saw a tweet "saw a bird crap on a smart car;
totaled it" - tweeted in IG doing the math on this
- Shark Week + Tide: Tide gets out bloodstains
> Anticipating the Moment

* How do you know if content is more relevant?*
> Increased Referral Traffic
> Social Engagement
> Higher Quality Leads

LinkedIn Helping Advance Relevance
1) Highlight types of content
2) Quantify your influence (to peers, etc)
3) Provide recommendations

Do you want to keep selling to people who don't want to be sold to, or do you want to be helpful?

> Marketing team - LinkedIn on LinkedIn
- Marketers test all product "drink our own champagne"___

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2013-09-11 17:10:36 (0 comments, 0 reshares, 1 +1s)Open 

Nice! 

Content is more than information – it’s storytelling that provides meaningful experiences and inspires action.  Lee Odden of TopRank Online Marketing drove home the importance of emotion as he delved into the “Future of Content on Search and Social Web” at Content Marketing World.___Nice! 

2013-09-11 16:06:06 (0 comments, 0 reshares, 0 +1s)Open 

Top 10 Tools for Rockstart Content Marketing +Joe Chernov session at #cmworld  *
> Meta Themes from CM providers
- "Pain" has shifted from content creation to distribution
- Beware "overlap creep" (rebecca lieb)
- Lots of retooled media products
- Real-time is trending
- Everyone is disrupting "spreadsheets"
- Integration with marketing automation is essential 
> Marketing automation terminology is off. This is the marketing system of record. If you have a marketing system of record, these products work with that.

> Content Creation
* Percolate: David Ogilvy meets Bloombert
- Great for large consumer brands
- Create content at a "social scale"
- Target community manager at big consumer brands
- Too many social channels to create content for, multiple times a day... mas »

Top 10 Tools for Rockstart Content Marketing +Joe Chernov session at #cmworld  *
> Meta Themes from CM providers
- "Pain" has shifted from content creation to distribution
- Beware "overlap creep" (rebecca lieb)
- Lots of retooled media products
- Real-time is trending
- Everyone is disrupting "spreadsheets"
- Integration with marketing automation is essential 
> Marketing automation terminology is off. This is the marketing system of record. If you have a marketing system of record, these products work with that.

> Content Creation
* Percolate: David Ogilvy meets Bloombert
- Great for large consumer brands
- Create content at a "social scale"
- Target community manager at big consumer brands
- Too many social channels to create content for, multiple times a day
- Prove worth by giving metrics to marketing team
> Recommends content for brands to share
> Index "owned" assets globally
> 1700 expert writers
> Prompt creators with visuals
> Mobile app allows employees to share content to brand
> UGC App gains distribution rights for images
- Share short-form, snackable images: Creation workflow where CM finds content to share, can add logo, text, brand filter for look and feel, procure rights to image, legal can get involved, create language
- From ideation to creation to approval to analytics

> Lookbook HQ 
> Target: B2B Marketers
> Pinterest meeds Slideshare
"Visual storytelling" platform
- Looks like a Pinterest page that has brand's own content of any media type; displayed on a board but with a difference
- Marketer can annotate each images to give more info about what's 
- Embeddable - can drop into email marketing, blog
- Case Study; ADP Payroll company
- Lookbook was stickier and had higher conversion rates than email marketing
- Can have gated content behind some tiles

> Uberflip
Like flipboards for brands
> Beautiful product, induces you to share it
- Responsive desisn "curator" for content in every format (video, blog, social, PDF)
- Curates content and displays what you select to share in appetizing way
- Conversion-built into mixed media content hub
- Can embed forms
- Is responsive design
- Browser-based, responsive design "solves for mobile"
- It adjusts to mobile
"Worlds most beautiful resources page)
- Own and update without going through web master

> Use Case
- Take your best content and create a franchise around it
- PUblish a popular ebook
- Flatten the decay line
- Publish an ebook, wrap in a hub, have companion/contextual content around to create a never-ending 

> Contently
* Match.com + Basecamp
- giant pool of journalists who write for brand
- workflow system designed to make efficient to work with journalists
- Hyper-transparent (rating, on time, klout score)
* Federated Media
- Uses basecamp-like workflow engine to manage their own writers
- (150 of own writers), est. 300k/year savings a year

* DISTRIBUTION* 
Platforms designed to get more reach for content
Advocacy platforms + influencer platforms

> LittleBird
Marshall Kirkpatric - his algorithm for finding good content
- Find and engage real influencers on any topic
- Discover share-worthy content before it becomes mainstream
- Example: Dashboard of content that matters
- Seed every piece of content with hyper-targeted influencers - when we need to market our marketing
--- Run a LittleBird Query on 5-10 influencers on this topic; then seed the content with them
---- Google Glass development tips ebook: looked for people influencer on developer tools for glass; they were first ones to get it; gets flywheel rturning
- Subscriber to "hot news" to share content before it crets

*> Papershare *
Content + Pipeline
* Twist -  - People discover content and pull to a landing-page
- Wrap content assets in a social-sign in container that follows content wherever it goes on the web
- No matter where content lives, people can convert on it by clicking, signing on FB
- Can wrap in a web form
- Take friction out of process
- Dashboard and analytics
> Conversion at the point of content
- Good companion for marketing automation
- Intel use paid/earned/owned but ALSO partner channels

> Addvocate 
> Buffer meets marketing automation/tracking
- Facilitates employee-sharing of company content
- STandardizes, priorities content + messaging
- Browser plugin with CM posts
- Staff picks browser button, picks and sees what they want to share
- Adds deep analytics, employee-level analytics
- Gamification quality
(ExactTarget, Vertical response are using them)
- "Im afraid to say the wrong thing" "How do I know if I'm helping" " I don't know where to begin"

* > Influitive *
Span Page + B2B Marketing
- Your advocates are best marketers
- PLatform to recruit, mobilize and recognize brand advocates
- Online + offline
- "Challenges" - assignments for customer advocates
- Gamification, points, prizes. FTC discloure, they help navigate
$1500/mo range
Case study: Act-On
- were strip-mining customer references; burning out advocates
- Now this is center of advocacy for program
- Give lightweight (tweet, comment - to see people's appetite)
- Later, asked to refer leads to them. Found was a high-value 
180k in pipeline in 6 months; closed at a higher rate than average lead

* ANALYTICS* 
Specific tools that facilitate testing or provide actionable data

> Otpimizely 
> A meets B
" I don't know how to market without them right now"
- Simple tool for A/B multivariate testing
- Kinvey tests everything (button, color, order assets, offer content) 
- It's an entry-level marketer using it, not someone on data team
- Dashboard reports - testing "tested out v. try it out"
 Pricing starts at $17/month 
- Case Study: 1800-Dentist
- discovered that requesting personal info early in 5-step flow resulted in more drop-offs than same info later in flow
- tested order of ?s people asked to complete before given referral
- optimizing flow lifted conversion rate 23%
- Kinvey - tested order or buttons on top of their site (25% increase in clicks to enterprise if it was listed first)

> TrackMaven
> Google Analytics + Competitive Intelligence
- Content is your product; it's your job to market it as best you can. Competitors' have content as a product, so it's your job to know what competitors are doing to have people get their content
- Create a dashboard to see all competitor's content (ads, blog posts on paid/earned/owned channels)
- Performance tracked in real-time
- Zoom in or zoom out
> Kinvey's Use Case
- Trial, looked at deploying social ads (which competitors' ads performed and which didn't)
- Found that a competitor was doubling down on poor-performing ads (we learned from them, they didn't learn from themselves)

> Stipple
> Embed context and commerce into your brand's images wherever they reside on the web

More ideas on the deck!___

2013-09-11 15:04:50 (2 comments, 0 reshares, 1 +1s)Open 

B2B Blogging: What Works + What Doesn't Work
Liveblogging notes form #cmworld  session by +Nancy Pardo + +Bill Heggie  of PTC, public, 1.5 billion company, software for design + manufacturing 
> Company created functioning journalistic newsroom to create great content for B2B

* How do you insert your brand into a great story? Or tell a great story around your brand?
- Inspired by Boeing, assigned a Managing Editor, built blog on Wordpress platform
- Majority is feature storytelling
- Not a hard-hitting format
- Talk about how their technology is helping 

> Why Now?
- Media and journalism are changing at rapid speed
- Now is the time to tell own story; report own news
- Traditional journalism is shrinking
- Journalism and news-telling is different today

> Brand Journalism
- Used Wordpressplatf... mas »

B2B Blogging: What Works + What Doesn't Work
Liveblogging notes form #cmworld  session by +Nancy Pardo + +Bill Heggie  of PTC, public, 1.5 billion company, software for design + manufacturing 
> Company created functioning journalistic newsroom to create great content for B2B

* How do you insert your brand into a great story? Or tell a great story around your brand?
- Inspired by Boeing, assigned a Managing Editor, built blog on Wordpress platform
- Majority is feature storytelling
- Not a hard-hitting format
- Talk about how their technology is helping 

> Why Now?
- Media and journalism are changing at rapid speed
- Now is the time to tell own story; report own news
- Traditional journalism is shrinking
- Journalism and news-telling is different today

> Brand Journalism
- Used Wordpress platform
- Needed to create a strategy around sustainable, good content
- Managing editor has journalism background (magazine editor)
- Built a working newsroom within the company in order to generate sustainable contenen

What do you need in a newsroom?
> A Managing Editor (journalism background, at company for at least 6 months, understand products well, have internal contacts to rely on)
> Freelance Journalists (organizations - Skyword, Brafton, Contently - platform plus content; these writers require more hand holding but good for producting short content on a daily basis and have their place; also look for seasoned journalists (they are out there and being laid off); create a job posting for a freelance journalist, MediaBistro.com;)
- Why Freelance?
- If have written for WaPo, NYT, Boston Globe - they add a lot of credibility to your blog. If you can find 1-2 of these, it is a great addition.
- If you don't have a dedicated blogging team, it's hard to find writers and hold their hands through the process. 
- Freelance journalist can pitch you a story right away, follow through, good eye for good story, don't have to do a bunch of copyediting
> Internal Contributors
- Cultivating these internal contributors is difficult
- Edleman did a study this year (30k consumers worldwide) - trust in brands
---- 60% of respondents said they would trust a technical worker within a corporation
---- 60% said they woudl trust someone just like them within a corp
---- 50% said they would trust just about anyone within a corp
- Difficult when don't have a dedicated writing staff in an org to motivate people to "do a favor" to write for you

> How to get buy in for this from your company
- Find the Storytellers
- Many people are storytellers by accident OR by design
- Everyone in every company has more to do than they can
* Techniques
1) Look for volunteers
- Simple fact of publishing their work on a well-respected blog gives "Name in Lights: effect with a byline
2) Communicate that their help is impacting the business
- Share with their leadership
- Positive reinforcement filters down

> How to identify Internal Contributors?
* Sales + Tech Support are the front-lines of the company
- know and fix pain points of customers
- close relationship with customers
* Product managers
- Different (more cordial) relationship with customers* Product managers
* Old-timers, people at company a long time
- Have goo
* Field Marketers
- Can be a great source for blogging if you want to reach people in other countries 
- Aware of what's going on regionally
* Idea Generators
- These may not be great writers or have time or resources, but they know the industry well and are tapped into trends
* Your CEO
- Ghostwrite this for them if needed, the credibility of their name and photo is critical 

> Curation + Syndication
- Can be difficult to keep blog looking vital and up to date with daily content
- Can fix that by using curation (they use Curata - platform to type relevant keywords for industry, curata searches newsoutlets and web for relevant industry news for you; archives news; daily you can check what's up and publish parts of stories as long as you link back to original source)
- Makes your blog look vital and busy
- Have a news feed for anyone on website (right hand site) that pumps in curata news every day "In the News" section
- Curation is a great force-multiplier, great if you are challenged to get internal or freelance writing resources

> Once you have a newsroom, how do you operate it?
* Editorial meeting 2-3x week (not all hour-long)
- Touch base with corp-comm team
- Weave stories around brand so need to be in the loop with corp comms team
- What's down the pipeline for the company? (Events, whitepapers, announcements)
- Craft stories around that
- What's going around in the news - write about that
- Set deadlines (but be realistic and flexible with deadlines)
- Make sure you have "fluff pieces" if something falls through on Ed. Cal where you have a Top 10 List of content to publish out

> Assigning a Beat
- Find where writers are most comfortable (for internal writers)
- Beats at company: Careers + Education
- Don't force a tone on your writers; let them talk in their own voice (first person, third person, humor,) depending on your audience

* > Cultivating Product Lifecycle Stories*
- Hosted a writing workshop  (140 marketers, 70-80 are at HQ)
- Hosted voluntary workshops about writing for marketing (1/2 day)
- Incented them by having an opportunity to get better
- Brought in a professor from a college; interviewing and writing for storytelling purposes - doesn't come naturally to hard engineering org
- Had them submit a piece to the instructor for critiquing
- Had 8-10 significant, consistent contributors
- How they fished for talent and interest
- Once they make part of their routine, get recognized in org and externally in industry, it's self-perpetuating
- Simple tip: Siple PDF that shows PDF template of what a good blog post looks like
- Guidelines on how to write
- We ALL think that we know the basics (Good hook, good lead, bridge, body, conclusion, link back to lead) - in our heads we know, but getting down on paper is hard for people
- # Words here, here, here
- Points to make
- Very helpful and requested 

> Everyone will NOT be a good writer
- You can encourage them to write better
- Make sure you take their writing (no matter how bad) and give credit to trying to contribute
- Edit work in track changes (2-3 times over several weeks, if doesn't get better, cut them loose). 
- As an editor, don't spend a whole day editing someone's work

* > Content that Works*
* Timeliness
- A freelance writer after the Boston Bombing pitched a story to them "After Boston: how our personal devices are changing forensics"
- One of first people to find them 
- The white house, FBI staff liked and RT the story
* Relevance
- Know your customers to get this
* Proximity
- This means LOCAL - Boston-based businesses
- Write content about where they are
- Boston Globe syndicates content since they cover stories about Boston
- Writing locally doesn't convey a parochial channel to international audience
- In spite of geo-local origin, STILL make the stories relevant to broader community
- You have a home somewhere, writing about relevant stories in your locale can be a good move for your content overall
* Prominence
- If someone like the President is talking about something, and you cite it, if you are smart with SEO and your headline, you will get lots of hits "Made in America: Obama Maps a Future" - liveblogged post
* Usefulness
- Something that a customer can take away with them
- Not always something they can use in everyday life; could be that you made someone laugh and improved their day
- It's useful to them and you
* Human Interest
- Human interest stories on their blog get the most hits and most social sharing by far
- These have natural conflict built in
- RoboBee story got great traffic and social sharing
- Quirky, funny works (Top 10 lists)
- Simple titles
- make people remember you by making them laugh
- Don't be afraid to have a sense of humor!
- Cover stories about what your CUSTOMERS are doing - these human interest pieces can make a big difference and go across the world

* Q: Should I ask permission from a customer before I publish a story about them?*
> Can be hard sometimes, but if you tell them "we just want to talk about you, not us or our products" it can be compelling
* Case Study
- Levi's is a big customer, said something about customer without their input. Eventually pulled the post down. This is the exception, not the rule. Sometimes you can get burned; the accommodations you need to make err on the side of the corporate interest rather than the journalistic interest

> Metrics + Measuring success of blog
Traffic
Social
Return visitors
Visitor flow + page depth
Time spent
Email sub
Brand uplift
Recognition___

2013-09-11 13:55:53 (0 comments, 0 reshares, 0 +1s)Open 

* Who is King? Content or Big Data?*
Liveblogging session notes Dr. Cheemin Bo-Linn + Pam Dinder, Global integrated marketing manager, Intel (global go-to market plan)@PamDinder: slideshare.net/pdinder
- The secret to using big data to improve content marketing is....Tangram!
 - 7 piece puzzles, with triangles, parallelograms, squares
- Just a few pieces create INFINITE possibilities - from alphabets, to people shapes, to animals
- Visualize each puzzle piece as an abstract data point
- Turn the abstract into the concrete

How?
> It's called Insight - data is different than insight
- When you make sense of it, this is insight
- You use that insight to drive content marketing

1) Turn Big Data into something concrete
Define Big Data in a way everyone understands
External/Internal x Structured/Unstructured Data
this ison... mas »

* Who is King? Content or Big Data?*
Liveblogging session notes Dr. Cheemin Bo-Linn + Pam Dinder, Global integrated marketing manager, Intel (global go-to market plan)@PamDinder: slideshare.net/pdinder
- The secret to using big data to improve content marketing is....Tangram!
 - 7 piece puzzles, with triangles, parallelograms, squares
- Just a few pieces create INFINITE possibilities - from alphabets, to people shapes, to animals
- Visualize each puzzle piece as an abstract data point
- Turn the abstract into the concrete

How?
> It's called Insight - data is different than insight
- When you make sense of it, this is insight
- You use that insight to drive content marketing

1) Turn Big Data into something concrete
Define Big Data in a way everyone understands
External/Internal x Structured/Unstructured Data
this is one way to define it

Unstructured / Intermal
(Web feeds; forums; formal)
Structured / Internal
(CRM, inventory, financials)

Now, turn Content Marketing into something Concrete
> 4 Stages: Content Planning, Content Creation, Content Amplification, Content Measurement
- Content planning (strategy, audience analysis, audit)
- Content creation (editorial insight, calendar, story line, production) 
(see the rest on slideshare)

Map Content Marketing Groups
Define Big Data and MAP the boxes. Depending on the stage you want to improve, map them to the quadrant in the data types 

1) Define what you want to SOLVE
> What is the problem?
Example:
Q: What FORMATS of content work for specific social media channels?
This question falls into content creation and content amplification stage
2) Know your KNOWNS + UNKNOWNS
> There are always some things you will never know, but, there is always something that you know. And some unknowns you will know.
E: Knowns:
- Current long form content and videos don't get much pick up from SM channels
- History of content downloads on social media channels
- Target audience: IT Mgrs
- Social media channel to reach
Unkonwns
- Ideal format options for SM channels?
- Which keywords resonate
- What is the social media reach?

3) Choose appropriate tools from different quadrants
- Example tools chosen
- Quantitative research (online survey; Sprinlkr, Twitter, LinkedIn, Sysomos, Omniture; Customer Interviews) 
- What kind of content do your customers prefer? Use data to find out! 

5) Draw Assumptive Insights
- Draw info from the data you've collected; insight constantly changes! 
- What are you learning from all this data?

Derive Best Practices (Example)
> optimize social media post frequency
> Funnel social content development and distribution through a single source
> Host weekly social media editorial meeting

The results to the question?
The answer based on data? It depends

> Look at Trends, not one point of time
- Peaks and Valleys; Ebb and Flow___

2013-09-11 13:14:59 (0 comments, 0 reshares, 0 +1s)Open 

Can Content Stop the Brand Preference Slide? Don E Schultz, PhD
Liveblogging notes from session at #cmworld  
Most manufacturer brand preference is declining, but not equally
They aren't being replaced by store brands
"No Brand Preference" is growing in all categories
Are all brands commoditized?

Brands getting it right:
Kleenex
Gatorade
Charmin

> Managing to tell a story through content
- differentiating themselves in the market; avoiding commoditization

> The problem most brands face? They aren't telling stories
> Too caught up with 
- Gimmicks, Apps, Celebs, Deals, Price promotions
- We have forgotten to tell stories

> What is Engagement?
- Many identify it as people being excited they got a freebie/sales promotion; we've been doing that 100 yearsmas »

Can Content Stop the Brand Preference Slide? Don E Schultz, PhD
Liveblogging notes from session at #cmworld  
Most manufacturer brand preference is declining, but not equally
They aren't being replaced by store brands
"No Brand Preference" is growing in all categories
Are all brands commoditized?

Brands getting it right:
Kleenex
Gatorade
Charmin

> Managing to tell a story through content
- differentiating themselves in the market; avoiding commoditization

> The problem most brands face? They aren't telling stories
> Too caught up with 
- Gimmicks, Apps, Celebs, Deals, Price promotions
- We have forgotten to tell stories

> What is Engagement?
- Many identify it as people being excited they got a freebie/sales promotion; we've been doing that 100 years
- We have lost track on what the job of brands really is

> What's creating the problem? Potential factors
- Recession economy
- Value shifting among consumers
- Product proliferation and commoditization
- Growth of online shopping
- Increased media fragmentation
- Expanding use of search

> Really: a sophisticated consumer who has access to tremendous amounts of info
- Turn on your mobile, search bicycles. 26 million entries.  What as a marketer can you tell me that's more persuasive than those?
- Your job is to overcome technology
- Technology is not the friend you think it is. (It's really creating more noise)!
Is technology the friend you think it is, or is it all just creating more noise? 

> What's happening?
Evidence points to consumer shift in media use
- Growth in social media is directly correlated with declines in traditional media usage and declining brand preference scores
- 2008-2012 - Facebook has grown, LinkedIn is starting to move up (percentage regularly using social media sites) 
- Facebook is the dominant social 
- Blogs are up, IM is up, traditional media is down
- The more important thing is not how much time people spend with it, but what they say has had the most influence on their purchasing decision
- One thing that continues to grow and has grown over the years: WOM 
- People want to hear stories

> Correlation between rise in on brand preference and decline in traditional media usage (10 years)
- Televsion - .678
- Newspapers +.707
- Magazines +.897

> Speculation on Why
- Brand theory concenpts were done in 1970's and 1990's
- We are still trying to apply concepts from the last century to today's marketplace
- Brands are artifacts from the era of mass media investments - cotent-based TB and advertising
- Mass media created mass (icons, culture, etc.(
- Brands are all about marketplace scale
- What if you can't scale a brand today?

> In short, brands are all about "content" - it is central to their success
- Their research shows, as social media usage goes up, brand preference goes down 
(My take: we didn't make Facebook have 1 billion users; if that's where people are and your brand isn't there, that's problematic. If you just decide not to play, that doesn't work)

> Rethinking the traditional branding concepts and approaches
- New approaches are needed
- Move from attitudinal to behavioral models
- Reinvent to fill an interactive market place 
- Move from attitudinal studies to behavioral models (Kahneman's system 1 and system 2) 
- Service Dominant Logic - co-creating and reciprocity through branding
- Focusing on use of data and analytics to id and explain
- Big Data to explain how brands work
Forecasting models; turning branding into a profit center
- Neuromarketing - understand how persuasion really works - (if it still does), in an info rich marketplace
- marketers create markets, not create cusomers

One New Concept
> Media Intensity Ratio
= Time spend with a specific medium / reported influence
- Media intensity of blog is highest of all
- Then, newspaper, TC, Mail, Magazine, Radio, Web radio, Email, Internet, IM, video games

> Content is where the value AND the opportunity are
--- BUT don't get caught in a niche
--- Don't think you can only do content in certain formats/platforms/mediums

dschultz@northwestern.edu> Email to get research paper copies

Q: What about Internal Marketing?
> Who people contact? When you ask peopl to contact the company, they don't come to you, they go to employees, websites, retailers
- It's all the internal contacts that you don't control
- Often, you don't even may attention to them
- Internal marketing: you have to sell youself inside before you can ever sell yourself outside
- Be consistent, sell things inside and outside - this is an area we are weak in as marketer

Where to start in the real world?
- Sell from the bottom up and the top down
- Too many CEOs/CMOs educated in 1990s
- Need access to senior mgmt who were educated in a different world and see this in eyes of children or grandchildren
- Start with Sr. Mgrs. and ask: what are we all about? We have a story, we need to tell it. Telling stories inside the org. isn't different than telling stories outside___

2013-09-10 20:58:12 (0 comments, 1 reshares, 2 +1s)Open 

What's Wrong With Your Content Creation Strategy (and how to fix it)
Liveblogging #cmworld  notes from session by +Tom Webster 
> How many of you think your content strategy will be exactly the same next year as this year?
- There are people who are not here, and you'll never know why they aren't here. There's something wrong with your strategy, and you don't know what it is. 
- If you are worrying about a content creation strategy at all, then your content creation strategy is CONTENT-focused, not PEOPLE-focused
> Do you believe that brands need to become media platforms and media companies?
- We are being told this by many folks. In order to 
20 years ago, people were exposed to 2000 marketing messages a day
In 2008, it was 5000 messages a day
- That number is too hard to update, and it's too hard to distinguish what ames... mas »

What's Wrong With Your Content Creation Strategy (and how to fix it)
Liveblogging #cmworld  notes from session by +Tom Webster 
> How many of you think your content strategy will be exactly the same next year as this year?
- There are people who are not here, and you'll never know why they aren't here. There's something wrong with your strategy, and you don't know what it is. 
- If you are worrying about a content creation strategy at all, then your content creation strategy is CONTENT-focused, not PEOPLE-focused
> Do you believe that brands need to become media platforms and media companies?
- We are being told this by many folks. In order to 
20 years ago, people were exposed to 2000 marketing messages a day
In 2008, it was 5000 messages a day
- That number is too hard to update, and it's too hard to distinguish what a message is
- OF course your brand has to become a media platform, or your message will never surface. 
- If you are a media platform, you are not having this discussion at a strategic level
- There's no such thing as content creation strategy
- You need to build your platform how successful media companies have done
- By definition, a content creation strategy is content-focused
You are also missing opportuntities here

> Current best practices of content marketing
- Find a niche, flood it with quality content
- When a niche is not saturated (Content saturation index) then you have information valuable to others because it's scarce
- Information has economic value
- Economics is the study of scarcity-- so if you're a source of info that has some demand but is scarce, you are a value
- Today, we live in a time where you do not have to be the best in your field to be the source of that How many of you think your content strategy will be exactly the same next year as this year?; you simply have to be the best content marketer

> There's a lot of great, quality content
- But we live in a time where the best CM wins
- Eventually, everybody starts to rise up and figure out these tactics (and you see a ludicrous battle for how many companies can have AAAAs - the arbitrage stops working when everyone starts doing the same thing)

 > Return visitor stat is key!
- Nate Silver keynote at Inbound conference
- When skill level of all players is different and skill level of players is the same - The highly-skilled don't have to try that hard
- Eventually, 80% of the table will all be skilled and when that happens and nothing else change,s then the impact of the arbitrage is negated; it's a crapshoot

> "Red Queen" theory of evolution 
- If she stops running as hard as she can, she falls behind
- Everyone else must run 
- In some field's it's happening now - try filling a niche in social media, for example. That day will come for you. Think about the future: expand how you think about content.

> You WILL have to find another way
- Content creation strategy has a severe opportunity cost
- We popularly refer this as "Inbound" marketing
- Inbound Marketing is at best a misnomer; at best, it's a canard 
- We are focused on the stories we WANT or NEED to tell
- If you challenge that, how many steps of your content marketing strategy directly involve what your potential audience wants, needs, and desires to see, read, or hear? (And HOW do you know that?)
- Do you put as much effort into learning what they want as you do in giving it to them.

> You need an audience strategy
- Not a new concept: how media companies have been doing this for decades. 
- Audience strategy = all of the possible segments of people who could find value in product (whether know it or not) and weaves content that weaves wants, needs, desires to satisfy people

> Figure out what your audience expects you to be, and then be that thing, you will be successful

> What does the Venn diagram look like for your business?
- Dangers: if people actively searching for the problem your content solves have little overlap. When that happens, mining search data doesn't help you - may be following the NOISE, not the consumer. 
- Respond to search data, search, and requests - but be proactive; this is where strategy resides
- The amateur mind sees an overlapping diagram can kill your business as much as no overlap; circles are smaller, not at the center of the screen

"The Optimization Trap" - imagine mining all your data and applying every single possible insight to optimize, and you veer further and further away from the dead center of where your market could be. 

> The most important thing to do to get where your customer is and what they need: is to ASK them. 
- Must know the nature of your two circles and get a balanced overlap. 
- Do research to solve the problem of your audience 
- It may not be about your product. If it was ONLY a content strategy, you would do more of what you were doing. 

An Audience Strategy Case Study
- If content was a strategic decision, we would have made a better country station. Instead, they relaunched to a dance station. Didn't change the business model at all. Changed the content based on an audience strategy. 
- Problem: NY Traffic Sucks, we want to feel better (audience, 25-45 female demo)

> The only way to stand out when the 80% are doing what you are doing, only way to stand out is be the 20%
- Concept that a niche is filled is short-cycled - a content-centered thought
- Fraction of people searching for your content represent a small percentage of what you may want.
- Make more than incremental gains - they set the bar again; this is how media have worked for decades

When You Start using a Media Strategy, not a Content Strategy
> You break out of keywords, 
- Develop an audience-strategy practice: Rethink what you are already doing!
- Rethink what you're doing now (received wisdom)

* "Developing Personas"*
- There are different ways to develop
> come up in conference room and map to your internal content (NOT audience focused strategy; just handwaving at personas)
> segmented data from customers
> behavioral data on potential consumers
- Think about personas not as facts, but as theories
- Not the fact you operate from "I believe we have people like this" -- get evidence that supports this
- How do we tweak hypotheses into segments? Segments are real, based on how people act, not based on your product.

Start with Audience Research
Who are they?
What do they do?
Why do they care about it?
Why do they think you exist?
How does that differ from how you think you exist?

Are personas based on interaction with your 
PRoducts
MArketing
STage in funnel?

True personas are based where people really are: 
Common ground and conflict 

>> Start with the audience why. 3 best kinds of content: challenges, entertains, derived from expertise says
>> Ambitious, uplifting products that change humans, change their behavior
"Make no little plans, they have no magic to stir mens' blood" ___

2013-09-10 19:52:29 (3 comments, 0 reshares, 5 +1s)Open 

12 Content Creation Innovations that Separate Good from Great
Liveblogging notes from this #cmworld  session with +Ann Handley 

> What's "Innovative"
- What does innovative mean?
- Isn't the idea of innovation meaning something new/unprecedented... how can you actually teach that?
- Look at examples and impart inspiration

> Innovative doesn't necessarily mean COOL
> Innovative doesn't need a huge budget or a billion dollars
> Or global brand recognition
> You don't have to have a situation or monitoring room like Oreo
> Realistically, you can do innovative content! 

"Innovation is often the act of taking something that worked over THERE and using it over HERE."
New in your industry is new to you; that's innovative
Look at examples from outside your ownin... mas »

12 Content Creation Innovations that Separate Good from Great
Liveblogging notes from this #cmworld  session with +Ann Handley 

> What's "Innovative"
- What does innovative mean?
- Isn't the idea of innovation meaning something new/unprecedented... how can you actually teach that?
- Look at examples and impart inspiration

> Innovative doesn't necessarily mean COOL
> Innovative doesn't need a huge budget or a billion dollars
> Or global brand recognition
> You don't have to have a situation or monitoring room like Oreo
> Realistically, you can do innovative content! 

"Innovation is often the act of taking something that worked over THERE and using it over HERE."
New in your industry is new to you; that's innovative
Look at examples from outside your own industry - literature, music, do things that people don't have the courage, wit, or inspiration to do
- Do something that's different!
> "Everything the light touches is content." (Lion King)
- Find the thing that has inspiration to you

> Why Innovation?
- Just 42% of marketers say their content is effective (for B2B)
- Many of us are still too focused on selling versus helping
- We aren't creating experiences our customers want to be a part of
"Fortune Favors the Bold"
Useful x Enjoyable x Inspired = Innovative Content

What would your marketing look like if your customers signed your paycheck?
> Example: Lowes FixinSix Vine program is a great example of this

Are you marketing? Or are you adding value?
> Example: Instead of billboards, IBM created ads with a purpose - making their billboards a seat instead of just a flat ad; the ad is now a purpose. Or, a ramp on a staircase. Or, a cover from the rain. 
- People love to share these ads
- "Smart Ideas for Smarter Cities"

Content As a Service - has extreme customer empathy
Kinvey - their first major offer is an ebook about how to make an app (Andriod edition) - So great at attracting leads, it confirmed content strategy works; converted customers, attracted prospects top of funnel
- It worked really well - created an entire series
"How to build an App Franchise"
- Leaned hard into the concept and built a ton of content around this - iterated 
- Sometimes innovation is learning what works well and apply again and again?
- Offered actual code (even though they sell actual apps and services)
More than 40% of everyone who opens a Kinvey account first converts on a content offer
- "Your Top-of-Funnel content should be intellectually divorced from your product, but emotionally wed to it" - Joe Chernov, Kinvey 

Look to Analogy instead of Example
> If somebody else is doing this
- Look to your own interest from other parts of your life. Art begins with imitation, same with innovation 

Example: Marketo 
Experiment especially when you are looking to build momentum
Leveraged Fiverr 
Marketo Big Activity Marketing Coloring Book 

Example: Oracle used SnapApp to create a quiz for Oracle users to test their knowledge of business analytics
> Essentially, allows people to interact with a widget
- Was a social tool, option to register for a webcast

Example: Marketing Profs slideshare for webinar
- MarketingProfs got some inspiration from late night TV infomercials!
- First Slideshare "Infomercial" to launch registration for B2B forum
- Create something fun, interesting, highly-sharable
- Goal: reach our audience's audience 

* Style Matters. Good content is not storytelling. Good content tells a TRUE story well* 
Example: Video Infographic - UberFlip.com 
Tools: Wideo, Adobe After Effects, Adobe Premiere

Use Data to Inform
Example: Dove Real Beauty Sketches
>Most shared piece of content
> Probably most viewed ad on YouTube
> All comes from a piece of research from 7 years ago - 4% of women globally consider themselves beautiful; this became the backbone of a lot of content they produced

Example: Professional services company 
> Always look at data from website and website content
- Attorney/profile pages were among most viewed on their site
- What they did with this data - rather than just create basic profile pages, in stead, they did a series of partner videos and asked unusual questions for a law firm
- Instead, asked what you wanted to be when you were a little girl; if you could time travel, where would you go?
- Reveal who the attorneys are as people. 
- Human, approachable, mirrors the brand

Use Social Media for Storytelling (not just sharing)
> If we look at platforms just as a place to 
Share story, not stock
Example: Oscar De Larenta's Pinterest board shows the behind the scenes look of what goes on producing a bridal show
> Don't just shill your own stuff
> 45k followers - great example of linking online with the offline
Example: Toronto Film Festival
- First Instagram Silent Film Feature (scrolling feature)
- Created three silent films, trying to replicate the 
- Scroll down quickly to replicate the slient film experience on their Instagram feeds
- 3 trailers, 90 frames

Sometimes the most simple ideas are innovative

Tap into conversations already happening. What do people care about?
Example: MarketingProfs
> 15 Buzzwords crowdsourced from Facebook page, created a slideshow that turned into a a great piece of content 73 k views, 96 embeds, 272 downloads, and 2538 new members in Q1 based on that deck alone. 

Examples: # FirstWorldProblems hashtag
> Nonprofit Water is Life hijacked this hashtag 
- To put their problem statement into perspective
- The "Hashtag Killer" - attempt to end it rather than promote it
 - Created an anthem commercial; then there were personalized responses
"I'm sorry you left your charger downstairs, If I were there, i would get them for you."
- People began using the hashtag to give donations - raised enough money to provide a day's water to 1 million people

Finally, words are everything
Words matter, writing matters
There are many examples of content innovation that weren't writing. 
They drive all the content we create. 
Example: TalkTo smartphone app
> Plays with language in a fun/innovative way___

2013-09-10 18:29:32 (2 comments, 0 reshares, 1 +1s)Open 

Creativity + Content @ The Coca-Cola Company
Liveblogging Keynote Insights from Jonathan Mindel 
> All of us are more creativity than our daily lives would suggest!
 Creators We Admire: Steve Jobs ("Here's to the Crazy Ones."
> Content 20/20 - The Coca-Cola's company moving from Creative Excellence to Content Excellence

*Ch 1: How does content approach content development? *
Content Excellence: Create content so incredible it can't be controlled
Spark conversations that will influence popular culture
- Conversations start with brand stories, lead to liquid and linked ideas, that provoke conversations.
- As a company, they react and interact on these conversations 365 days a year. 
- Years back, Coca-Cola sparked the idea of creating a brand new dance. The community cast the actor
- Then, created a videosh... mas »

Creativity + Content @ The Coca-Cola Company
Liveblogging Keynote Insights from Jonathan Mindel 
> All of us are more creativity than our daily lives would suggest!
 Creators We Admire: Steve Jobs ("Here's to the Crazy Ones."
> Content 20/20 - The Coca-Cola's company moving from Creative Excellence to Content Excellence

*Ch 1: How does content approach content development? *
Content Excellence: Create content so incredible it can't be controlled
Spark conversations that will influence popular culture
- Conversations start with brand stories, lead to liquid and linked ideas, that provoke conversations.
- As a company, they react and interact on these conversations 365 days a year. 
- Years back, Coca-Cola sparked the idea of creating a brand new dance. The community cast the actor
- Then, created a video sharing the "story" of that dance as part of their branding for Coke Zero. "Toe Happy"
- All sparked conversation around Coke Zero

Chapter 2: Moving from Creative to Content
3 Key Drivers of Change
1) Coke intends to double size of its business in 10 years
2) Distribution of creativity
3) So, what they need to do is fuel newfound creative freedom via distribution of technology.
- Consumers create their content
- Growing mobile footpint has significatn impact on all marketing
- We can tell better stories
- It creates better experiences for our users in consuming AND in co-creating this content
- Engage more people, more content, more places than ever before

Example
- In Australia, they went personal with peoples' names on coke bottles 
- They waited for socail media to buzz
- Then got involved on a holiday weekend and invited them all to share their stories
- In 3 months - volume up 4%
Young adult consumption 7%
Sahre a Coke most liked FB page in Australia
378,000 extra coke cans printed in Kiosks
Coke became part of popular cultulre

Chapter 3: Evolution of Storytelling
From one-way storytelling to Dynamic Storytelling
> Development of the brand experience across many channels
> Edit OUT brand noise (don't add it)
5 types of storytelling
Serial
Multifaceted
Spreadable
Immersion storytelling
Fan-engagement-driven storytelling

Storytelling is at the heart of ALL cultures

4: Turn Social Purpose into Consumer Faith in Content
Social purpose - it's a huge, rich, creative territory
> This informs our opportunity to demonstrate our commitment to make the world a better place
- Bake social purpose principles into out daily lives 
Example: India/Pakistan + Kasmir region 

*5) Create Big, Fat, Fertile Space *
How do you make this happen?
Engage with consumers in proper, rich dialog
Enter conversation, not just listening (online + offline)

Example: Project ReBrief
- Lets people connect with strangers to "Buy the World a Coke" with a stranger across the globe! 
- Viewers can truly buy the world a coke via mobile; select machines around the world, add custom text message; Google translate translates
A Dynamic video shows the vending machine across the world
Users can be notified once the coke is delivered! They can say thanks, send a message of their own. See the reaction of getting a free coke. There's a gallery of these videos online. 
Lets the concept envisioned 40 years ago and MAKES IT HAPPEN. So good! 

Chapter 6: Developing Liquid Content
Content = creation of stories expressed through every relevant consumer toutchpoint
Stories have value and significance in peoples' lives
This is true branding engagement
Coke wants to create the world's most compelling content
Liquid = content that moves freely through the ecosystem
Our content has to remain connected. 
EAch idea must be so compelling it takes on a lifeforce of its own
No one model of content creation can do it alone
Experiment with different formats: brand fans, film, rockstars, users
All of these models require different PROCESSES but same PRINCIPLEs
1) Inspire world's finest creative minds to want to work with us
2) Connect communities and creative together
Share ethics of our learing
Continue to iterate models
measure our success

Developing a liquid idea?
> Develop a Big, Audacious Goal
- Bring creativity in everyone we work with
- Have bravery
- Feel more playful than in the past
- Embrace risk and all that entails; be seen as an incubator of OUTSTANDING creative ideas
- World-class creative ideas need TENSION in order to thrive
- Use tension and conflict constructively; content can be an outstanding enabler of outstanding creativity

Example: Menswear collection 

*Chapter 7
Apply the 70/20/10 investment principle to liquid content*
> Financial model to creating content
Have low-risk content that "pays the rent"
Sped less time on this (50% of time on 70% of content)
Spend 25% on the 20% content - innovating what already works well
and 25% on 10% Brand new ideas, high-risk content
Could be tomorrow's 20% or 70%

Be prepared to FAIL - celebrate the failure and the success

Example: Failure: Fanta :The big bump
> BUT created out of this failure something new!
- Fanta: A graphic novel/web experience about a group of friends who had to solve challenges together
- Comic book gurus helped turn script into a long-form graphic novel
- Illustrators turned 2-D world 
- Used musicians to respond to the readers
Created an interactive graphic novel experience
Interactive design was at the heart of the experience for every platform - web, mobile, app
- Developed across 100 countries

Chapter 9: Applying the dollar multiplier to the iterative production process
- We need a more fluid approach to our production
- In a liquid world, we need MORE content without more dollars
- The Dollar Multiplier
- A behavior used to make more value for every production dollar spent
- Need big tentpole productions but also smaller tentpeg productions
- Understand liquid production techniques to get both
- Work directly with the production industry to meet needs
Iterate, iterate, iterate your process! Don't just replicate same content on different screens

Example: Olympic Games
Everyone was a marketer

Chapter 10: It's a New Liquid World
> New content all star
Create liquid ideas, earn a disproportionate share of pop culture
To help the company meet its Vision 20/20 objectives

> Example: See content Coca-Cola created at Cannnes at TheCoca-Cola-CompanyAtCannes.com 
-___

2013-09-10 16:55:50 (0 comments, 0 reshares, 4 +1s)Open 

Influencer Marketing 
Live notes from Session #cmworld  +Rustin Banks 
> Influencer marketing versus traditional content marketing
- Prices range $200-$3000 for content marketing
- Influencers cost 10-15% higher, but you also get some distribution with it
- If you combine cost of content creation with distribution, you get a more efficient solution. 
- Amount of content created: Traditional CM, you create one piece of content, then pay for distribution
- With influencer marketing, you micro-target to the influencer's audience
- They know their audience better than you ever will; create 50-pieces of micro-targeted content to that audience for a similar cost

Sponsored Content is Mainstream
- How do bloggers generate revenue from blogging?
92% from Paid Sponsored / Branded Content!
68% from Sponsored Blogs
21%fro... mas »

Influencer Marketing 
Live notes from Session #cmworld  +Rustin Banks 
> Influencer marketing versus traditional content marketing
- Prices range $200-$3000 for content marketing
- Influencers cost 10-15% higher, but you also get some distribution with it
- If you combine cost of content creation with distribution, you get a more efficient solution. 
- Amount of content created: Traditional CM, you create one piece of content, then pay for distribution
- With influencer marketing, you micro-target to the influencer's audience
- They know their audience better than you ever will; create 50-pieces of micro-targeted content to that audience for a similar cost

Sponsored Content is Mainstream
- How do bloggers generate revenue from blogging?
92% from Paid Sponsored / Branded Content!
68% from Sponsored Blogs
21% from Speaking
21% from Consulting
- For brands, you get halo effect from sponsoring the people creating the content your audience loves and doesn't want to go away! 
- Last quarter, these crossed over: average blogger / influencer makes more money from this than paid ads

10 Strategies
1) Think Scale from the Beginning
- The more influencers you work with, the more your ROI goes up
- Doing just 5 influencers, 1x ROI, 50, 4x ROI, 500, 10x ROI
- You can do influencers and still not break the bank. 
- Think: How can I scale this activity?

2) Find the Right Influencers / Bloggers
- It's like herding cats!
- How do I know they are worth working with? 
- Every influencer is an opportunity cost, so how to make sure they are right
a. What does my target market LIKE to read?
b. How do you find those influencers?
- Google, Database (GroupHigh - $300-$500 for database access, kw search), Marketplaces (TapInfluence)
- Google is a black hole and a waste of time, because it is matching for context not for subject matter or blogger
- Crawlers organize influencers into categories with data like reach and following to see who is worth working with
- B2C 10,000-100,000 uniques or 20k followers between Facebook/Twitter/Pinterest - this is the sweet spot of creating engaging content, listen to you, want to work with, have enough following to get impactful for your brand. 
- Over 100,000 it's hard to strike the relationships
- Under that, not enough distribution to start working with them yet
- For B2B, throw this out the window. 
- Your readers may have 100 followers, but if it's the right person (VP, CMO, decision maker) you have to do really specific searches on these subjects
- There are about 80 different factor Klout rolls into one score. In B2B this is pretty irrelevant. Could lead to a huge deal for your company. Look at all different signals and weight them differently based on your objectives. 
- A marketplace brokers the connection between a company and a blogger
- Tap Influence is actually integrated to audience analytics (Google Analytics) so you get the real info from the influencer to get deals brokered
- This gets rid of the whole pitch process
- MEtrics to work with an influencers
# of posts per day (the ephemeral nature of their site)
- You may have a coupon blogger with 1 million readers who posts 30x per day. You probably only live on front page for minutes before go down the page. 
- Embed tracking pixels into every post. Can get more reads working with 10k readers who posts 1x day. 
- Social listening: If you have more followers, big influencers won't mention brands, but are good for being advocates 
- Social listening is hard to identify influencers, can see people who like brand 

3) Offer a Compelling Value Exchange
Cash is King!
These are professional writers who have built a following; expect to be compensated to do a story together. 
> How do you compensate influencers?
- Some brands will fly to a training/summit in exchange for stories, and their family gets to go to the parks ($3000 value)
- Bloggers prefer (85%) prefer cash compensation v. value exchange
- Taxes can be tricky, HAve to issue 1099s for value provided
- Some bloggers have gotten in trouble 
- Trading also becomes a scalability issue (product; trip) limits scale to about 50 influencers
- With cash, can scale to 500-1000 influencers

> Average review fee by blog size
- 5,000-10,000 up to 100
- 10-100k up to 250
- 100,000+ $1,000+
- 100k or more, this looks like a celebrity or publisher arrangement
- They expose the market rates - variable compensation can be around engagement, shares, etc. Right now you have to back that out - industry is going there. 
- Most marketplaces, all the fees and compensation goes through the marketplace

> Average Activity fee range
$250 -  Reviews, Giveaways, Events
$500 - Sponsored Content, Blog for Brand
"Blog for Brand" - you create content but it lives on the brand site; starting to get more traction; blogger just promotes it
- Brand gets native SEO value instead of influencer
- There are tricky ways to have influencer do canonical tags

4) Craft a Compelling Assignment
> Combine Engaging Content with Branding
- It's a balance!
> Ask Yourself: If I read these posts, would I share them?
- Does my "advertising" radar go off when I read it? VERSUS
- Is my brand missing from the content so people don't really know if I created the content or not?

What are the components of a compelling assignment?
Intuit - thought outside the right
The incorrect way to do this: Overly-mentioned brand, too much brand overlording.
Q: How much guidance do you give the influencer? Keywords, links, headline, brand mentions, etc. 
> Best assignments from brands fit in a paragraph or less, basically paints a picture for them. You are given this task, tell the story, about a paragraph. Then, there are usually suggested/optional brand images, photos, stories, links, etc. All in one place. Suggested brand assets. Also good to give a sample post (especially on your own site, helps get their creative juices flowing).

5) Don't Make it So You Must Approve Every Post!!!
> Don't be a hover parent
> Encourage editorial independence
> Influencers are usually happy to change things after they post. 
> Craft the assignment to be more elevated
- Encourage them to position the content in tricky situations to content that is brought to you buy the brand (this is what you have to do in regulated industries). 
- If you have to approve every post, you miss #1
- Influencers will change after the fact

6) Keep it Legit and Transparent
> If it's sponsored, the audience needs to know about it, and it's ok
- If you are compensating an influencer to create/share content with their audience, this needs to be disclosed
- Needs a disclaimer - this is sponsored content brought to you by X company, the commentary is all inue. 
- FTC is starting recommending this be moved to top of post, but readers aren't duped
- Tweets and FB shares is more grey area
- If influencer is just promoting their post like they always do, don't have to call that out (because pin wasn't sponsored, the post was)
- If influencer links to YOUR site, they need #ad   or #sponsored  tags to post on Facebook, Twitter, Pinterest - because you are paying for them to post this (someplace they normally wouldn't link back to) 
- Disclosure on blog on brand - if you have a guest post, many people know these are sponsored. IF they then go back and share a link back to their brand (I got to blog on behalf of XYZ, that can be strong enough, to be safe, you can say this is sponsored).

7) Re-Use the Content
> Like all posts, content goes up, then goes down. Don't do this with influencer content! 
- Hash it up and reuse it. 
Example: Quaker - pay bloggers $200 / recipe to include Quaker products, then re-use in website, newsletters, FB page, anywhere you will re-use content
- Make sure your legal terms allow for you to do this: Make sure YOU own the content (the brand owns the content, not the influencer - the influencer licenses the content for their post).
- Tell that you are repurposing and recognizing the influencer when you work - make sure your licensing is working correctly here.

How to welcome new bloggers or influencers?
> Introducing influencers to your marketers - Twitter parties, conference calls (10 minutes long, 3 slots, people can work it in)

8) Don't Measure Vanity Metrics!
> You need to ask and make that an assignment!

9) Compute Your ROI
> Make them report back (10 days)
- Some tools can automate measurement
- Even if you don't have a coupon/item
- Calculate it back to other types of marketing spends - if I would pay someone to write a story, pay for traffic (ads), how much would that cost me? What are the costs there for the value that you get from this model?

Kraft: $200 recipe + $0.50 from Google - same price as content from an influencer for only 100 of their views!
Coupons, click-trackers (full-funnel attriution by asking them to put tracking code and using omniture/other tools)
Total readership or "contet is live" and then go away

10) Make it an "Always On" Startegy
- It's always on, always going. Weed out influencers going well. ___

2013-09-10 15:37:29 (0 comments, 0 reshares, 3 +1s)Open 

Visual Content Marketing Strategies You Probably Aren't Using and Should Livegbobbing #cmworldsession   notes, speaker: +Todd Wheatland 

"System 1 Thinking" - True engagement hasn't had to take place but you see something and have an idea what it means, what comes next. Difference between a picture of a pissed person and a math calculation like 19x32. As long as you try to work that out, eyes dilate. 
This is "System 2 Thinking

In the social media era, we think about "eyes half-opened" System 1 thinking. Meh, meh, meh. 
System 2 thinking is the WOW, epic ocntent. As marketers, we have to fight against the domination of System 1. Need a proactive balance to stretch people, include both. 

* The BOOM of Visual Content*
> There has been a steady increase of apps making content more and more visual with vine,Insta... mas »

Visual Content Marketing Strategies You Probably Aren't Using and Should Livegbobbing #cmworldsession   notes, speaker: +Todd Wheatland 

"System 1 Thinking" - True engagement hasn't had to take place but you see something and have an idea what it means, what comes next. Difference between a picture of a pissed person and a math calculation like 19x32. As long as you try to work that out, eyes dilate. 
This is "System 2 Thinking

In the social media era, we think about "eyes half-opened" System 1 thinking. Meh, meh, meh. 
System 2 thinking is the WOW, epic ocntent. As marketers, we have to fight against the domination of System 1. Need a proactive balance to stretch people, include both. 

* The BOOM of Visual Content*
> There has been a steady increase of apps making content more and more visual with vine, Instagram video, Snapchat, and more. 
> When will it stop? Is this a blip or a longer-term trend?
- What are the kids up to? 
- WhatsApp - 25 BILLION messages shared there every day. 100s of millions have images
- SnapChat - 350 million photos shared every day, 7x more than Instagram
- KIK ,Ask.FM , Viber, Path 

> 6 Zombies driving this trend (unstoppable)
1)  iPhone / Apple
- Fun with friends wins. Lots of words lose. Blackberry is not as popular as iphone
2) Mobile - makes images quick and easy
- 80% of countries are smartphone enabled
- to communicate with people at this point, make it quick and easy
- Not a "whitepaper" trend anymore - it's getting smaller, smaller, bite-sized content
3) Social: Make it cool to share
- Share things to help, share with friends, or curate the personality we want people to believe we have online
- I don't want to share content with my friend son thier phones that takes them to a non-mobile-friendly website, or to enter their details, or that they can't understand in 10 seconds
- Device defines the lowest common platform people must create and share to 
4) Multi-screen: Make it work everywhere
- Desktop, phone, tablet
- See something on all screens the same way you consume
What happens when we are consuming content on our WATCHES?
5) B2B meets B2C: Make it Entertaining
- Even B2B marketers have to be entertaining
You are competing with everyone
6) Content Inflation: Make it Unique!
> Other publications are creating content about things that they don't care about, but its a hot topic or trend
- You can race to the bottom with that content or be yourself and leverage the strength you have; no one else can be or produce you

VIDEO
> Nobody has a clue how fast it's growing, but it's fast.
- Phone consumption of videos viewed has increased 6-fold
20% of all video VIEWS (not minutes)
- Short-form continues to dominate the views. 86% is % minutes and under category 
- How long should my videos be?
B2B, 3-4 minute was ok. Today, it skews to 60-90 seconds. We all say a similar thing. 
If you aren't tracking abandon rates on your videos, you should. 
- How much do videos cost? (10k per finished video minute in the US)
- Trends: 
VIDEO TRENDS
> Seeding content - whether or not you "seed" your video thorough paid, guest promotion, influencer networks  - will give a bump in the "natural" / free views on that content.
- Without this, you don't get the spiral of shares. Paid views can help spur free views. 
> Humor
- Dollar shave club, example
> Behind the scenes
- Casal, informal, here we are, transparency, we have a face
- You see this even in politics - Obama
> Documentaries
- Aboutface, corporate documentaries. Real stories, client case studies, human face on content. 
> Through the funnel - a talking video going straight to the customer
> Homepages - A video above the fold on a home page, now this is a standard technique
> Explainer videos: above the fold - cut to the chase, what is this company about, why should I sign up?
 - used on startups. Explain complex concepts
- SPend $$ on this, well scripted, good production values
> Repurposing Old Content
- This article was created in 2008, but we made a cool video to go along with it yesterday!
- It's not the content that's important, it's the platform
- People want this content in this platform
> Micro
- Micro-formats, Vine, Instagram, GIFs
- snackable videos are huge

INFOGRAPHICS 
> There are a lot of bad infographics out there, many are pretty pedestrian
- Some things are so well designed it's hard to see that the info is crap.

* IG TYPES*
> Static Portrait
- Static, long form, typically vertical, but horizontal is good too! 
> Static Landscape
- Different
> Animated infographic - Animated GIF
Some go down - How a Car Engine Works (example)
> Interactive (HTML 5)
- Mobile-friendly platforms
lines blur - what is a microsite, website, infographic
Infographics interactive - can dive in and tell a very deep story
becoming a big part of this trend
> Comics
- We all grew up with them at some level
- Shows it's not just about the image, but also the story behind it
- Example: Kapost 
- Example: The Stalking Dead 
- Example: The Guardian, interactive IG to tell election story
> Memes
- The thing with memes is, 
- Poster series - Multi-channel Content (example for CMWorld)
- Close the loop to engage influencers by tagging the in your seeding strategy
- In a Very Boring industry, your company could produce a relevant meme -- look at examples, you can use creativity to 

* The Web We Weave*
> Beyond "Pinterization"
- Huge impact on structure of websites. Ebat, Google+, Facebook have all borrowed from their design cues
- Blogs are going this way too. Big company websites, take a long time to rethink
- Microsites exploded in order to address this design short term
- Scrollable websites are also very big
- Snow Fall - long form website, as you scroll down, you get interactive information. Has led to many mimicing this style element. NYTimes has introduced this to their magazine articles. 

The BIG Social
Facebook
> Memes
- Facebook memes are booming
- In last few weeks FB suggested algo change will penalize companies that take this approach to "jack" engagement levels
- Facebook post types - as it relates to images - of types of content you can post. Images win every time.
- Even if you have a video and an image of the video - it will get greater engagement than the video itself. 
- Posting strategy: Create a FB image for any content you want to share. 
Put image, content, and then a short link. Gets you much more visual landscape. Real estate you get gives you two chances - the engagement on the post itself; then visit the link as well. 
> Guest Posting
- Capture Screen Caps of a blog post or content on antoher site is a great way to associate that you are validated by another brand. (Love this as a strategy to share news clips!)

LINKEDIN
> Post to LinkedIn from Slideshare (other platform)
- When you Share the update to LinkedIn - there is a content box. If you have linked to your Twitter account, tick this box. Any RTs you get to this, LinkedIn double counts. Count it as a LinkedIn and a Twitter. Important to help other sites get your trending content. 
- Help get your content to trend! 
- If you just post a status update, it defaults to share to public, connections, or to Public + Twitter stream. So, share the update to Twitter there to get a trending content 

TWITTER
> Big story with Twitter this year is Vine

GOOGLE+
> It depends: if you have a good community there
- Facebook rules are identical to Google+
- Post the same strategy there. 
- Image update, comment, short link

YOUTUBE
> Started as an amateur platform
- Last year, 40% growth rate in number of corporate channels on LinkedIn
- Avg. # channels they have: 8 (countries, language, etc.)
- Become a corporate platform
- Hangouts

PINTEREST
> Growth has plateaued 
- Examples: GE, Constant Contact, FedEx, 
- Pinterest is very effective for curating content, if you don't have a lot of your own content, can create a good community there

INSTAGRAM
> Video is the big story here, everyone is experimenting here
- Example: Now This is News
- Great ideas there

VINE
> Stop-videos are to Vine what Memes are to Facebook
- Simple stories, make it easy for your customers
- Vine: people are using it to go across platforms. 
- AirBNB - tweet a topic you video for 6 seconds, tweet a link, they make a movie

TUMBLR
> White House's plans illustrated on Tumblr
Patagonia - using for corporate blogging lite
Multiple-audience focused blogs, this is easy to start. 
- Great for cross-promotion 
- GE is using their Vine videos to science promotions - 6Secondsciencefair - check out this hashtag

SLIDESHARE 
> Leads is the key thing about slideshare
- Absolute must for B2B marketing. If you aren't diving into it, it's critical with LinkedIn integration

KEY FINDINGS
> Take research report, make it look sexy with images
> Make white papers, blog posts
> Make infographics
> Make memes
> Make video/interactive

*Personality + Relevance

* Frequency + Surprise___

2013-09-10 13:52:17 (0 comments, 1 reshares, 1 +1s)Open 

How to Rock Your Content with 5 Buying Insights
_ liveblogging   #cmworld  notes _
How to find out if your content rocks? 
Talk with your buyers. 

Top 10 Things People are Saying About Your Content.
10) I'm under a lot of pressure, have high priorities, and don't want to hear anything that isn't helpful to me. 
9) Your website has the same useless info as all of your competitors, didn't spend much time there
8) I already know, have done my research, know about what I have to have to succeed, want to know if you can deliver on those things
7) Yes, I have a budget and authority to decide, but won't tell you who I am because I decide when I talk to sales
* Buyers are 70% into buying process before contact sales, your experience may vary
6) Buyers are telling us they see a lot of obvious stuff about value/benefits, butdon&... mas »

How to Rock Your Content with 5 Buying Insights
_ liveblogging   #cmworld  notes _
How to find out if your content rocks? 
Talk with your buyers. 

Top 10 Things People are Saying About Your Content.
10) I'm under a lot of pressure, have high priorities, and don't want to hear anything that isn't helpful to me. 
9) Your website has the same useless info as all of your competitors, didn't spend much time there
8) I already know, have done my research, know about what I have to have to succeed, want to know if you can deliver on those things
7) Yes, I have a budget and authority to decide, but won't tell you who I am because I decide when I talk to sales
* Buyers are 70% into buying process before contact sales, your experience may vary
6) Buyers are telling us they see a lot of obvious stuff about value/benefits, but don't see the actual answer to the question they are looking for in your content, so don't know how or whether your solution meets heir expectations
5) They can't make this decision alone - anything I will invest as a buyer - I don't do it alone, other buyers involved; i need content that helps me persuade other buyers in their org / family / etc
4) B2B: I'm going to lose my job if I make the wrong decision (no kidding!) So I have concerns about making this investment, going out on the line for you saying we should spend on you - if you don't address I won't buy
3) I am during the buying process TESTING you. This is a test. I want to know if I can TRUST you to address my specific needs and that you will be responsive to me AFTER I buy. This is a test! 
2) We are not going to choose the least expensive we will choose one that is best match for my needs; my needs vary from other customers
1) This decision is not about PRICE or FEATURES. I will choose the company we TRUST. Period. 

Challenger Space Shuttle
> Tragedy because company didn't listen to people saying not to launch in those conditions (weather) 
> 85% of people knew about this within an hour of it happening (pre-net, social, etc.)
> Most important learning in her career: Her first day in marketing
- Before you build a strategy, interview the buyers. This will make your career a success. Listen to the people
- Does your company listen to you? Do they come to you for advice?
- Do your buyers listen to you?
People failing to tell you: the goal is insight! 

Probe for Insight
- The buyer's first answer is the one you already know.
- Is the sales person an authority on the buyer? No. They aren't paid to be a buyer expert; they are paid to close sales. 
- A "Buying Personal" profiles a buyer, not a buying decision
- It's fine to do this, but it's a shallow amount of what you need to know to be a buyer expert that helps you create the right strategy. 
- you end up with too many buying personas, too much iformation - keeps you from making the right choices in marketing

5 Rings of Buying Insight
- It's helpful to have an insight when you are going out to find information about people. 
- If we could just get these 5 areas of knowledge, we could be the persuasive marketer who would make a difference
- Drop an idea we have had forever in marketing where we target buyers according to their DEOMS and instead target them toward what's effective at getting them to choose us. 
- Today, we are competing against everything -- until that moment in time where something happens and your buyer makes it a priority to buy the solution you are marketing. At that moment in time, you are competing against OTHER WAYS to solve that problem. 
What happens at the moment in time 

Priority Initiative Insight:
"What Triggered You to Look for Me?" 
- Example: Email marketing: a single client who needs a solution or decided to go after a new segment. Captures real quotes from real agency marketers, talking about that moment in time. 
- Agency is different than in-house marketing
- Getting quotes, helps you know what happens, who you are competing against (other email marketing solutions for in-house)

Success Factors
"At the Moment You Are Looking, what are your success factors?"
Example: Agency: needs a multi-faceted tool anyone could use v. Marketer wants a comprehensive view. 

Percieved Barriers
"Why do buyers resist buying from your?"
> The bad insight that nobody talks about or writes about. We need to create more content that addresses these issues. 
> Tells us something critical: We are not sure we can trust you!
- If you are a solution other people aren't talking about, I'm not sure I can trust you. 
- Need a strategy to deal with those trust issues. 
Examples: Agency - Doesn't want to use HTML (address: can you write content or even just 
> Some of the problems you fix with your product, people don't know you fixed them!
- These interviews can SHOCK you in what buyers think about your product. These are things you need to address. 
- Barriers that exist in their mind cause them to eliminate you before sales has a chance to address before they get to you. 

* Decision Criteria*
"What are the buyers' decision criteria?"
> People do want more detail. 
- We have learned, benefits not features. 
- But we do need to address both, benefits are proof points, features matter too. 
- Are the barriers false?
- We can and should ONLY write about some benefits and features. How do we decide which ones?
- If you don't say this in the first sentence, we will strangle ourself with 

>>>>>The voice we hear every day is the voice of the COMPANY. The internal stakeholders. Not the buyer.

Just saying our product is easy to use isn't impressing the buyer. 

- When we model these, we aren't modeling a PERSON but a BUYING PROCESS that we want to model. We want to think about this in the moment of time when they actually are looking for us. Looking at a set of options buyers are looking at

Buyer's Journey
> Everyone is talking about this
There is more to a buyer than a journey. We are missing the other 4 insights! 
- This tells us WHERE to put our content
- Tells us when they are deciding and when there are other influencers
- It's not a funnel, 
- People are so worked up over what the chart is
- Buyers decision making is bigger than this.

Focus on what do we need to do to be persuasive when we are out there communicating with our buyers

FAQs
>>> How many buying personas do I neeD?
> Collect the 5 insights; build as many personas as you need to to match up the buying insights. 
- How many ways do you need to go to market? How many can you afford to go to market with?
- If you don’t have the ability to produce different versions of content, don't do it!
- We used to go to market by industry. 
- Fill in the template for a datasheet 
- What is really different? Terms, picture, stats. NOTHING ELSE! 
- Was same message, same content, same story. 
- 2/3 of content created is unused. Guess what? Because it’s not speaking to me. You didn’t answer my question, so why would I look at it?
- Teach marketers to interview buyers. 
- If you segment and look at buyer persona, look at this now. 

>>What do you need to do to be useful to your buyer?
When you know that, you can be useful to that buyer! Answer this question; it's critical

>>> How to determine a core value proposition
These insights inform the core value prop!
Intersection in all your buyers' needs and what your company needs to say. 
What is most unique about our solution and has the most impact on our buyers' decisions? 
Who is in that meeting that is representing the buyer? Who is bringing the buyer's POV in your meetings? Usually nobody has deep insight to what buyer wants to hear. 
We know what we want to say, but it can't be all about is; has to be about you too. 

>>> Insights inform content topics and timing. 
- If you are at a loss about what content to write, consider:
- Buying Stage, Topics to Address - there are tons of these things in your insights. What does this mean to them?
- Go see how the BUYER talks about this. Write content that resonates with the buyer AND you don't have to make stuff up.

>> It's not hard, it's just unfamiliar. 
-- Marketers miss so much opportunity. 
-- How are you measuring your company? 
-- How much content you produce is good, but also, measure strategic value to your company. 
> Be the owner of the Buyer Perspective, so you can define, defend and deliver strategy to your company. 
> Content strategy is not just a content plan (write down what we are going to do). That's NOT a strategy, it's just a plan. 
Strategy has thought, purpose and insight. 
> Something you know that competitors do not know and will allow your content to WOW your buyer. 

> When you're a marketer, if you are the person who knows the buyer and your content delivers, it can't be replaced. 

Questions

HOW TO FIND BUYERS
> Easiest way – interview people who just bought from YOU or from YOUR COMPETITORS. Catch in moment in time where just made a buying decision. 
> It's not B2B/B2C, it's High/low consideration
It's easy to do this if you have high consideration, harder with low consideration. 
> How do you balance the need for short-term business results driven by short-term tactics
- Balancing act to earn strategic buy-in to investment and long-range planning from your insights. How do you balance this?___

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2013-09-10 12:23:43 (2 comments, 0 reshares, 3 +1s)Open 

Good morning, Content Marketing World! I'll be liveblogging some notes from today, feel free to follow along! #cmworld #contentmarketing 

Good morning, Content Marketing World! I'll be liveblogging some notes from today, feel free to follow along! #cmworld #contentmarketing ___

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2013-07-31 16:01:16 (1 comments, 0 reshares, 2 +1s)Open 

Need a quick does of inspiration for your social media posts? I've got some ideas in my latest post:

Need a quick does of inspiration for your social media posts? I've got some ideas in my latest post:___

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2013-07-10 15:09:03 (0 comments, 1 reshares, 2 +1s)Open 

The 2013 Search Engine Ranking Factors report is out! #seo  

2013 Search Engine Ranking Factors

Every two years, Moz runs a Ranking Factors study to determine which attributes of pages and sites have the strongest association with ranking highly in Google. The study consists of two parts: a survey of professional SEOs and a large correlation study.

I like the man versus the machine perspective here. It's interesting to see where we agree and disagree. Thanks for this +Moz, +Cyrus Shepard and Matt Peters (who I can't find on Google+). 

#seo  ___The 2013 Search Engine Ranking Factors report is out! #seo  

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