Mulley’s Third Law of Social Media: Good content goes further than big budgets
Mulley’s 1st Law of Social Media: As your social media following grows, the probability you become a social media consultant approaches one.
Twitter Music just launched and we can expect a glut of posts on it any second. Portent.com have this handy content idea generator where you bang in a few words and it gives you headlines for stories. I tried it with Twitter Music and odds on these will be blog posts within 24 hours.
- Twitter Music by the numbers.
- Where Twitter Music is heading in the next five years.
- If you read one article about Twitter Music, read this one.
- 7 freaky reasons Why Twitter Music can get you fired.
- Why Twitter Music sucks more than the new Star Wars.
- Why Twitter Music is the key to Hillary 2016.
- How to stay popular in the Twitter Music world.
- 18 Ways Twitter Music can make you rich.
- The complete beginners guide to Twitter Music.
This is now booked out. If you want to add your name to future training courses, fill in this form.
This Google Analytics Course is an in-depth, hands-on half day training course that starts with the basics of analytics and how a structured approach to analytics is the first thing to focus on before going near Google Analytics. We’ll create our own measurement model one-pager so that by the time we log into Google Analytics, we know exactly what data and insights we’re looking for.
Then, we move on to some of the key standard reports which you should pay attention to.
Standard reports aren’t enough however. To get the real benefit from Google Analytics, you need to customise the reports to suit your business and the different needs of the people in the business. For this, we’ll look at how to create a custom report to match the the measurement model we created at the start of the session.
What you’ll get:
- A better process to approach analytics
- The key standard reports
- How to customise reports to deliver the greatest insight with the minimum amount of work
Your trainer is Laurence Veale who has oceans of real world experience in this area.
Date and Time:
1.30pm until 4.30pm on May 13th
€97 for the half day workshop. A 50% cancelation fee applies if you cancel 48 hours or less before the workshop.
River Lee Hotel, Cork City Centre
2012 has introduced more threats and, by extension, more opportunities for Online marketers than at any time since I started my Internet career. Coming from a search background I’ve seen first-hand some of Google’s “jarring and jolting” updates which can literally put site owners out of business. Competition Online is growing exponentially as offline spend transfers to the Web. Mobile will soon outpace desktop in absolute usage figures. These changes are forcing Online marketers to re-evaluate how they interact with their users and focus on delivering real and perceived value across the entire spectrum of Online transactions:
* Getting exposure now requires “real work” – you cant fake/hope your way to eyeballs;
* Customer service is happening online as well as offline, with more use of Social Media platforms to resolve customer issues;
* Trust is becoming more of a linchpin – Google wants us all to become “brands”, perhaps users do too;
expectdemand fast usable websites across platforms – performance is more important than ever now;
* Interaction is happening on many platforms, with many interactions sharing multiple devices – web, mobile, apps etc;
Hang on! That’s a lot of words for the topic “One thing businesses should put some effort into online before 2014 comes along.” Yep it is, so here’s my one thing every business owner should do: focus on engagement. Each of the items I listed above can be considered in terms of engagement:
* What do your customers want/desire/need online? Building content that truly engages your customers and prospects builds loyalty and increases sales. Check out these guys and the cool videos they created.
* Do you have service channels on Twitter/Facebook/Google+? Even Revenue.ie (could you be more staid?) offers customer service on Twitter!
* Are you engaging with customers to hopefully make them your Online evangelists? Offering ways for customers to review and feedback on your products is required not desired. Hands up who looked at the number of reviews in Google’s search results?
* Are you measuring how your website performs? I’m not talking how many visitors (old hat), but how quick, responsive and valuable your content is. Measuring performance is the new analytics. Check out tools like NewRelic.com and RUM, or Google Page Speed and webpagetest.org to slowly on-ramp your site. Collect qualitative data via feedback forms and surveys.
* Does your site work on mobiles and tablets as well as the desktop? Have you looked into Responsive web design, or better still Mobile First Responsive Web Design? Not only will your site look/work great across platforms, but by focusing on what’s really important you also deliver a better overall user experience.
I know there’s a lot to take in there, but each example I give places engagement at the core of how you plan and execute Online. By engaging with your users and focusing on delivering true value your Online business will succeed and flourish.
This is an example of letting other people do the work for you. I asked Paul Savage, Kieran Flanagan and David Quaid a question about Online Marketing, here are their contributions. Thanks Paul, Kieran and David.
The statement I asked them to elaborate on was: One thing businesses should put some effort into online, before 2014 comes along.
Paul Savage from Blackdog
While having a website is the first step, I believe that customers now expect a little bit more when they come to the website, they want to know the story behind the business or brand. For example : There are quite a few places to buy gifts online or book hotels in Dublin, but which one has the best story, is unique, stands out from the crowd ?
Your story could come across better from having some of the following aspects :
- lovely designed website
- well laid out and logical website and easy process to buy
- well written copy
- have a blog about the day to day projects at your company
- a real company history and staff profile page with
- user reviews, or links to independent reviews of your business
- be sociable & reachable via ‘new’ media like twitter / facebook
- It’s not rocket science, but it does take an effort and a conscious decision. Businesses need to be more personable online.
Kieran Flanagan from SearchBrat
The answer will vary a lot depending on the industry and market you’re in. For example, a typical answer would be around social or mobile. But if you are a B2B business selling medical software (random example I know), I bet there aren’t many leads coming from either of those mediums. In 2014 maybe they could get a little more from each of these e.g. build a community around medical problems to drive both awareness of their brand and prospects to their site, but the point is, how users purchase goods online is changing rapidly, but how rapidly differs between markets, something marketers should keep in mind.
For me, small to medium sized businesses can still get a lot of value from search, both paid and organic (this is across all platforms – desktop, tablet, mobile). Google’s targeting options in Adwords are becoming more complex and a lot more granular. On the other hand, SEO is definitely becoming more unreliable. If you put on your tinfoil hat for a minute, you could say those two are linked. But a working search strategy will still play a big role in most companies success in 2014. If I was going to pick one thing for businesses of this size, it would be split as follows:
- For sites that are already high trafficked, they should be thinking about CRO (Conversion Rate Optimisation). Not enough companies are focusing on both their macro and micro conversions, even though it could have a huge impact on their bottom line. If your conversion rate is currently 1%, then increasing your spend on other parts of the strategy is still going to result in 99% of new visitors you attract, not purchasing your product. Imagine you could double that conversion rate to 2%. How much impact will that have on your bottom line?
- For sites that need to build up their traffic/brand – it would be telling a story through inbound marketing. Watch Simon Sineks video and start figuring out what your brands “why” is. Then deliver that message through a content strategy across all free platforms (Google, Twitter, Facebook etc – whichever is suited to your market). You then need to plan an integrated strategy across search, social, mobile, etc, anywhere your potential prospects are going to consume that content. Look at platforms like https://join.app.net/. This is a private version of Twitter, so people don’t have to put up with ads. Users are getting more and more adverse to ads online. It’s happening a lot quicker than it did offline. Brands really need to figure out how they can be part of the conversation, rather than an interruption to it.
For Enterprises (or in general, large businesses that hire agencies), invest in really good internal people that are truly great at digital. Spend in digital marketing is going to continue to grow. Having internal people who can manage agencies will be one of the biggest assets you can have in 2014. Agencies can be one of the biggest drains on your budget if you don’t understand what they should be doing or the metrics they should be measured against. Having digital natives in your company will really help with your long term strategy. They should be all over what digital trends are going to affect your future online marketing strategy.
David Quaid from Primary Position
Most people look at Internet Marketing in the same way that they think they understand all other marketing. Marketing is not advertising but some advertising is marketing. So if we implored people to do 1 thing between now and 2014: Stop thinking offline and start learning about online.
Forget about how amazing it would be to go viral because it probably won’t happen and it probably wouldn’t help if it did. If you’re not Nike, don’t be concerned with what Nike do and don’t do. Don’t assume your company or business has a brand. If nobody has heard of you they probably don’t care. Lead with a great product. Websites are not marketing.
Get over having a domain which you think is your brand. If people have a problem, you need to showcase the solution. Ranking well in Google is only part of the problem – knowing well what to rank for is where the solution lies. If you have a single domain name strategy, and you rely on the internet for a certain % of your business, be it 10% or 100% – then you’ve put all of your eggs in a single basket. If you can’t extend the marketing of your current website across more than one country, then go and build a new website for a new market and market it differently.
Do SEO. Do Social. Do AdWords. Everyone who says this: “My audience don’t click on AdWords” is wrong – Google make €40 billion a year by betting against that. It gets 30% of searches but it gets 50% of people because people do more than one search. Blog. Makea video. Make Different videos. Blog about them. Test. Improve. Repeat.
Brand marketers hate Google because they feel they have control. Many choose to ignore it. Remember one thing: The user chooses to search – you cannot control that but you should do everything to be searchable. Ignore search at your peril.
As it’s Summer, many of the organisations I do work for stop their training programmes until September. I’ve gotten a few companies asking me for training sessions this Summer but in-house training for one or two staff isn’t quite affordable for them. With this is mind I am doing 4 training modules on June 25th and 26th in Cork. I need five people per module in order to run these courses, if not, will try another run in mid-July.
I am doing four modules over two days in Cork City. These modules are a la carte. Choose one or three etc.
Price: Each module is €75 or €120 for two modules or €165 for three.
- June 25th (Morning): Facebook for Business – Starter (If you have not used Facebook for Business before)
- June 25th (Afternoon): Facebook for Business – Intermediate (It is assumed you use Facebook and have a Business Page)
- June 26th (Morning): Twitter for Business
- June 26th (Afternoon): LinkedIn for Business
Book these modules here. (The form is not an expression of interest)
By the way. Some of the Enterprise Boards and Skillsnets offer courses that are cheaper than this so it’s worth chatting to your local one.
Update: Cork Chambers are doing courses with me in August for those that can’t make June.
Update May 9th 2012. Dublin workshop is now full.
I’m going to do a Modern PR Workshop in Dublin and Cork in May. If interested, click on the link to the form and fill it in. You could however read this media guide I put together as this is kind of what I’ll be covering too. And that’s free.
What it is:
It’ll be a workshop on how to compose press releases both for the “traditional” media and online media. How to write good stories and create good content to send to media outlets. What will get attention, what will not. How to work with the media and build long-term relationships with them. (This is the most important thing in my view) We will also do a little bit of Online PR to enable media stories to help boost your profile online too. And it’s good for SEO!
It’ll be a half day event, from around 0930 to 1300
I’m looking at Monday May 21st for Cork and Monday May 28th for Dublin.
Costs now locked in. €75 for the half day workshop.
Clarion Hotel Cork for May 21st. Temple Bar Hotel for Dublin May 28th.
Fill in the form, first come first something. If you put your name down, you can’t get out of it 🙂
Dell Social Media Toolkit for SMEs. Damned handy.
Facebook Timeline for Business Pages, no change on engagement after changing to it.
Would like to see how they do it but BBC News on Facebook can send you personalised news updates.
Finally some details on Twitter advertising.
Book from Dachis on Social Business. Out in May.