The integration of social media and search marketing seems to be at a fever pitch. Likes and Tweets are having an enormous impact on search engine rankings. Though Facebook and Twitter are each important to the search marketing landscape, the former appears to be more immediately in tune with the evolving nature of social search.
Facebook pages are complex and well-optimized, making them rank higher on the social network and in the search space. But at the end of the day, social search must abide by similar best practices to maintain long-term success. Here are a few best practices to consider:
It’s OK to be vain. The vanity or customized URL is more appealing and readable to the search engines. It is important to choose one wisely since it cannot be edited at a later date. (more…)
Today’s announcement by Twitter of the launch of its new Lead Generation Card represents a major milestone in the evolution of both the microblogging site and performance marketing. Lead Generation Cards are part of the suite of Twitter Cards, which are essentially expanded tweets that allow organizations and businesses to promote their content and offers.
For Twitter, it is a recognition that engagement and social media buzz are great but the days of advertisers being able to live solely off of that as justification for investing in social media campaigns are quickly coming to a close. As Twitter said in announcing the new direct marketing offering, the key goal for many marketers “boils down to one more theme: generating leads and ultimately driving purchases.” We couldn’t agree more.
For performance marketers, Twitter’s Lead Generation Cards should become a useful tool in their performance social marketing campaigns. Performance marketers have longed argued for more lead-gen-specific capabilities within social platforms. As we wrote recently, Facebook’s recent development of CPA bidding for direct marketing advertisers is an important step toward making that social network a more performance-marketing-friendly advertising platform.
So how do Twitter Lead Generation Cards work? Here is how Twitter explained them on its blog:
Twitter Cards let you bring rich experiences and useful tools to users within an expanded Tweet. The Lead Generation Card makes it easy for users to express interest in what your brand offers. Users can easily and securely share their email address with a business without leaving Twitter or having to fill out a cumbersome form.
When someone expands your Tweet, they see a description of the offer and a call to action. Their name, @username, and email address are already pre-filled within the Card. The user simply clicks a button to send this information directly (and securely) to you.
One of the hottest trends in online marketing is native advertising. While not necessarily a new concept — the relatively old-school advertorial has been around for decades — it has seen a resurgence in the current content marketing era. Recent examples of native advertising can be seen with Google’s paid search results, YouTube’s sponsored videos and, to a lesser extent, trending topics on Twitter.
Content marketing has led to innovative forms of online advertising. With the online user experience key to a successful marketing campaign, this non-disruptive form of online advertising will continue to capture marketers’ addition — and advertising dollars — in 2013.
Native Advertising: The Basics
Native advertising is considered one of the newest forms of online marketing.
According to a September 2012 article in Mashable, the term didn’t take root until famed start-up investor Fred Wilson told an audience at OMMA Global in early 2012 about “native monetization” for Web properties, which he described as ads that were “unique and native to the experience” of a website.
Dan Greenberg, the CEO of Sharethrough, is credited with coining the actual term “native advertising.” Here’s Greenberg’s definition: “Native advertising is a form of media that’s built into the actual visual design and where the ads are part of the content.”
What separates native advertising from the equally hot trend of content marketing is a matter of debate. John LoGioco, SVP and general manager of content at Outbrain, recently told Mashable that the two are pretty much the same. “Native advertising seems to be the thing that most are able to hang on to and get it.”
What Makes for Great Native Ads
At its best, native advertising blends seamlessly with the editorial content of a website while providing content that is valuable to the target audience. Below is an example of native advertising on Twitter.
By Keith Trivitt | @KeithTrivitt | Director, Marketing and Communications
Welcome to The Friday Five, curated reads about marketing, advertising and digital media from the team at @MediaWhizLLC. Read previous Friday Five posts here.
What’s Premium in the Post Homepage Era? | Digiday Search was first to put a serious dent in the primacy of the homepage. Now, with social and mobile gaining steam, publishers are left without the big, splashy homepage premium ad placements.
The fact is, most publishers see half or more of their traffic come in through the side door, whether through search, social or other means. That means publishers need to create new premium placements in a world where “every page is a home page.”
Coupon Sites Prove Attractive for Retailers Doing Affiliate Marketing| Internet Retailer When it comes to affiliate marketing, coupon sites have proven far more valuable than content and comparison shopping sites for Bake Me a Wish, an online retailer of cookies, cakes and brownies, says says Joseph Dornoff, the merchant’s vice president of marketing and operations.
Why Big Bird Remains Powerfully — and Globally — Significant| Harvard Business Review Big Bird has had a big presence in the collective conversation lately, thanks to mentions in the first two presidential debates. The outpouring of support for the giant yellow puppet that followed the first debate is a testament to his and Sesame Street’s continued relevance in people’s lives. Sesame Street, in fact, is a great case study of a brand that has managed to remain powerful over decades and across cultures.
Tweets Spawn Ad Campaigns| The Wall Street Journal Consumers’ tweets are starting to influence and find their way into brands’ traditional, online and TV ad campaigns. What impact will that have on how brands engage with consumers online and the efforts they take to develop digital consumer advocates via social media?
What Red Bull Can Teach Content Marketing | Digiday The marketing world woke up recently with Red Bull envy. At a time when brands talk of being publishers, Red Bull showed how this can be done on a grand scale: enabling Felix Baumgartner to complete a historic (and awfully cool) skydive from “the edge of space.” Red Bull’s bold sponsorship of Baumgartner’s historic jump shows a glimmer of the future of brand content marketing.
It’s easy to forget that Twitter isn’t a one-size-fits-all communications channel. What works for one brand isn’t necessarily the right strategy for another. That observation may seem obvious but tends to get lost amidst the various case studies of success that frequently capture marketers’ attention.
Every brand is distinctive. Its digital and social media marketing strategy needs to be customized in a way that matches its unique marketing needs and customer peculiarities.
I bring this up after reading a post in All Twitter last week by Percolate Brand Strategist Kunur Patel in which she advocates that brands tweet more often in order to acquire “millions of followers.” She uses @WholeFoods and its three-million-plus Twitter followers and multiple humorous and interesting tweets each day as a brand exemplifying that strategy.
Any brand can acquire thousands, if not millions of followers. But unless that effort fits within the ethos of the brand it has little value to its overall marketing strategy.
Tweeting all day for a brand like Whole Foods makes sense but it is not a holistic social media marketing strategy. Most brands do not benefit from tweeting that often. (more…)
Everyone and their brother talks about “mobile first” being the brand and marketing strategy of the future. But what does it really mean, if anything? Publishers and marketers aren’t cutting back their investment in desktop experiences. Consumers’ love for TV remains strong and marketers are happy to oblige that love with lots of ads. As Digiday’s Jack Marshall reports, “mobile first” is little more than a marketing gimmick.
As the online marketing industry evolves, more money is entering thespace, leading to greater regulatory and consumer scrutiny. Digital marketing agencies and brand marketers need to be aware of the various legal and regulatory restrictions explicit in the industry, as well as those implicit guidelines that ensure online marketing’s integrity and value.
Consumers are finally adopting mobile payment systems and mobile wallets — if slowly. But what if they need something more: a seamless experience that takes their mobile wallet to their PC and back again?
MediaWhiz and its sister agency, Ryan Partnership, co-hosted a Social Media Week Chicago panel Sept. 28, 2012. The panel, titled, “What the Social Media Hype Cycle Means for Brands,” examined how the Social Media Hype Cycle impacts brand marketing, social media and social advertising.
The Social Media Hype Cycle is a term and theory Steve Goldner, senior director of social media at MediaWhiz and Ryan Partnership, developed to help explain the rise and fall of social media channels and networks and their business value to brands.
MediaWhiz and its sister agency, Ryan Partnership, co-hosted a Social Media Week Chicago panel Sept. 28, 2012. The panel, titled, “What the Social Media Hype Cycle Means for Brands,” examined how the Social Media Hype Cycle impacts brand marketing, social media and social advertising. The Social Media Hype Cycle is a term and theory Steve Goldner, senior director of social media at MediaWhiz and Ryan Partnership, developed to help explain the rise and fall of social media channels and networks and their business value to brands.
Below is the presentation from that panel. | Download
It’s no secret that there are a lot of bad mobile ads out there. From poor creative to brands not realizing that a consumers’ tiny smartphone screen isn’t the best place to use detailed copy in an ad, the number of bad mobile ads seems outweigh the good ones. But as this Wall Street Journal article examines, those characteristics are starting to change. Marketers are learning more about how to work around the “fat finger effect” that afflicts smartphone users. And they are also tailoring their mobile ads specifically for users of different smartphones, rather than just scaling them to size.
Despite prognostications from naysayers suggesting otherwise, budgets for social media marketing are on the rise, with both B2B and B2C marketers proving they have generated leads and sales from their social outreach, according to eMarketer.
“CEOs should accept that social media is part of their job description.” That’s the prognosis of this Wall Street Journal analysis of Twitter use by Fortune 500 CEOs. Despite having been around for more than five years, some CEOs still don’t see the value of Twitter or are leery of using the social network. But in an era when consumers expect transparency from brands and their executives, those fears may be misplaced and potentially damaging to a company’s bottom line, reports The Wall Street Journal. (more…)