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HubSpot TV – Social Impressions and Engagement 2.0

first_img karenrubin Chick-fil-A is running a unitwith “a call to action to “Get a free chicken biscuit now.” When a userclicks on the link, a form solicits his or her shipping address.” Marketing Takeaway : Find your niche audience and engage with them! Originally published Sep 5, 2009 9:01:00 AM, updated July 04 2013 How Companies are Benefiting from Web 2.0 : Unless you are a media company.  Then you have bigger problems.  Create as much content as you can, unless you’re a media company… Have You Ever Seen an $11,000.00 Tweet? “Howlong does it take Google to recognize new inbound links? Check out thisreport from website grader…it says that I have as many as 423 inboundlinks. “Thiswas not planned, it was spontaneous.  It happened because Amandacreated something and invited her fans to help her mold that creationand share in the ownership of the finished product.” Alternative Marketing Takeaway: Doing It Right Video: How to Use Social Media to Attract More Customers Closing 48% found value in using video and Headlines with Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Snail Mail Comes to Social Networks Inbound Link Discrepancy 48% found value in suing social networking Marketing Takeaway Amanda Palmer tweeted “i hereby call THE LOSERS OF FRIDAY NIGHT ON THEIR COMPUTERS to ORDER, motherf*cker.” : If you advertise, try to use direct response ads whenever possible. Subscribe in iTunes: NFL bans tweeting before, during, after games Marketing Takeaway 25% conversion rate for the past year – on a joke! ComScorereports that “social networking sites accounted for more than 20percent of all display ads viewed online, with MySpace and Facebookcombining to deliver more than 80 percent of ads among sites in thesocial networking category” Episode #56 – September 4th, 2009 (Episode Length: 23 minutes, 40 seconds) Marketing Tip of the Week: #LOFNOTCcenter_img Forum Fodder Big factor driving success: integrating web 2.0 with othertechnologies and processes – 75% of people who saw a benefit of web 2.0said this was important. Over half the companies said they were planning on increasing their investment in web 2.0 technologies. www.Jonahsgerms.com Another section The $11,000 Tweet “TheNFL said that it will let players, coaches, and other team personnelengage in social networking during the season. However, they will beprohibited from using Twitter and from updating profiles on Facebookand other social-networking sites during games…In addition, they willnot be allowed to tweet or update social-networking profiles 90 minutesbefore a game and until post-game interviews are completed. The ruleseven extend to people “representing” a player or coach on theirpersonal accounts.” Marketing Takeaway How to interact on Twitter: @ : Organic social network activity drives more engagement than advertising. SocialNetworking Sites Account for More than 20 Percent of All U.S. OnlineDisplay Ad Impressions, According to comScore Ad Metrix NFL Throws the Flag on Social Media How companies are benefiting from Web 2.0: McKinsey Global Survey Results and learn how to generate more business using social media. only shows that I have 259 links. Why this discrepancy? Google has beenshowing I only have 259 IBL’s for a while now, even though I know Ihave many more. Do they crawl Inbound Links in spurts?” “AT&T ranked as the topdisplay advertiser on social networking sites in June with more than 2billion ad impressions, which accounted for 30 percent of the company’stotal number of display ads delivered during the month” Marketing Takeaway http://itunes.hubspot.tv/ in your tweet. Try to find a small or niche audience that no one else is talking to, become one of them, and do something really cool for them. : Start integrating web 2.0 into your business today to get ahead of your competition. Facebook debuts direct response ad units Download the free video Learn how to use social media to attract more customers. www.HubSpot.tv “Facebookhas released a new set of direct response ad units, updating itsengagement ad platform that lets brands offer coupons and free samplesto the social network’s users.” Intro 51% of people found value in using blogs Social Media Accounts for 20% of all Ad Impressions In terms of finding value in communicating with customers mvolpe & @last_img read more

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Video Case Study: Marketers Experiment with Chocolate-Free Valentine

center_img We’re very fortunate that the followers of our blog are some of the finest marketers this side of a Burma Shave billboard. So they do their fair share of promoting our content on their own. Then we’re doubly fortunate that between our lab and our sister companies, we have the type of people who naturally like putting their sales and marketing skills to use for a good cause (and driving traffic to the MarketingExperiments blog is always a good cause). What did you do to promote this Valentine’s Day video? For an upcoming community-written blog post, we want to feature our reader’s favorite advertising and marketing industry news sources. Of course, everything is a little more fun with a bit of creativity behind it. So we made this video to make the request to them a little more challenging. We want to know the news sources they don’t just like, but really love. What blog would they sing “Cuando Me Enamoro” to? If they could only pick one, who would they “Choo-choo-choose?”   And we hope that passion will come out in the submissions we receive.  We’ll post our favorite, most creative responses in a blog article. producing creative online videos The concept of the collaborative effort is wonderful. Your presenters all seem calm and in the moment. How did you get them to do that? that helps marketers boost ROI, get a huge promotion, and eventually buy a yacht…we like to have a little bit of fun from time to time as well. Virtual Valentine Video Gets Visitors! and blogs.  What better way than by having others tell us how much they LOVE various things in their lives (besides chocolate) — things like CNN Money, Twitter or Smashing Magazine. Our friends at MarketingExperiments created a video that plays to their love of fun.  In a quick interview with (Full disclosure: I am a former employee of MarketingExperiments and maintain a wonderful relationship with the folks in Jax Beach, Florida, their headquarters.) MarketingExperiments blog had a great vision and was able to coax quality performances out of an acting troupe on the same level as the cast of “Jersey Shore.” or simply having a little Valentine’s Day fun like we did with this video. Austin McCraw Are you to learn how to use online video to grow your business with inbound marketing. , editor of the So with one of the all-time best marketing “gimmicks” approaching on the calendar — Valentine’s Day — we figured we’d produce something a little different for our Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

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How to Setup a Twitter Business Account in 3 Easy Steps [Video]

first_img Originally published May 7, 2010 11:56:00 AM, updated August 28 2017 Have you created a Twitter account for your business yet? A company account has numerous advantages and benefits over a personal account, and it can greatly increase your brand and traffic online. You can connect with other companies in your industry, network with high profile people, drive traffic and leads, and interact with your customers.Here is a quick guide to set up a Twitter business account in 3 easy steps: Topics: Twitter Marketing Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

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Demand Creation vs. Cold Calling

first_img So, why do we take our expensive salespeople and insist they must be good at “cold-calling” when the buyer doesn’t want anything to do with this? Don’t get me wrong. A salesperson needs to be able to communicate in an effective and compelling manner over the phone. The purpose, however, of the communication should not be getting the sale today, but finding potential customers. What other ways have you succesfully created demand for your sales team? What’s stopping you from being successful at demand creation? , a sales and marketing development firm. Here are several practical ways to enable your the salesforce to create demand and eliminate the need to cold call: NetProspex Stop using your salespeople to find potential customers, and start making investments that will help create demand for your sales team and your company. inbound marketing software Cold calling is an exercise in futility and the least efficient way to find potential customers. I’m absolutely amazed at how many pundits and sales consultants recommend this as a viable approach to sustainable demand creation. Focus To Grow Visible Gains Invest in making your top salespeople sought after speakers regarding industry issues. Investments might include enrolling them in the national speakers association training courses, or hiring someone to market your top salespeople as speakers. ) Costs at least 60% more per lead ( HubSpot, The State of Inbound Marketing Harvard Business Review These are horrible statistics for people whose salaries typically cost a company more than $60,000 per year. to build educational video marketing apps that are not like infomercials. ) . -like conference for your industry and feature your best and brightest staff and salespeople in a non-informercial way. Regardless of your executive title, you must realize that the rapid rise of the social web has changed buyers’ expectations. The fact is they do not want to deal with salespeople until they are 70% down the path of the buying process. Since 2007, the Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Eliminate the lowest performers on your sales team and repurpose those resources at the early stages of the sales process to create demand for your company.center_img I’m not saying it doesn’t work, but who would buy a product with the following traits: social web Originally published Jan 17, 2011 4:00:00 PM, updated October 20 2016 Topics: Invest in crowd-sourced lists with detailed meta-data to target your marketing efforts on the phone and the web. One of my favorite list companies is This is a guest post by Teicko Huber. Teicko is the founder of TED , such as HubSpot, and that attracts buyers to your website. markhillary Invest in tools like Write a series of must-have industry guides your top salespeople can give away.  Has a rate of less than 2% of phone calls resulting in a meeting ( build remarkable content Develop a strategic ) has dramatically shifted power from sellers to buyers. Today’s buyers resist interacting with salespeople until they are good and ready. Invest in Leap Job Marketing and Sales Alignment Doesn’t work 90.9% of the time  ( Photo by: last_img read more

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Bing-Powered Search Takes 4% of Google’s Market Share [Data]

first_imgA year ago, a big change occurred in the search engine market. Microsoft’s Bing started to power the organic search results for Yahoo search. And in the past 12 months, the two Bing-powered search engines have gained 4% of the search engine market share in the United States.However, what might be more interesting is, in that same period of time, Google slipped 6% points in search engine marketing share. This data comes to us thanks to the newest Experian Hitwise report.In August, Bing represented 28.99% of United States searches. This is up from 24.56% a year ago. At the same time, Google fell from 71.59% a year ago to 65.09% in August 2011. So what? Google still has the vast majority of the search engine market share, right? Yes. Although these changes are relatively small, they indicate major possible changes in the future. If Google can lose this much ground from one competitor in a year, what will happen when social networks like Facebook and Twitter become more competitive in search?Marketing TakeawaySearch engines and, subsequently, search engine optimization are changing. Yes, Google is still the dominant player today. But instead of focusing all of your search engine optimization strategy solely on search engine results rankings within Google, you must adopt a well rounded SEO strategy. Work on building authority to your business website by generating inbound links through blogging and other content creation tactics. Maximize the reach of your content by sharing it in social media to ensure that your content takes advantage of search engines using social signals to determine rankings. Are you focusing too closely on Google in your SEO strategy? Originally published Sep 9, 2011 11:00:00 AM, updated October 20 2016 Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Search Engineslast_img read more

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10 Festive Holiday eCards for the Sharing #HoHoHubSpot

first_img Topics: Holiday Marketing Originally published Dec 15, 2011 11:30:00 AM, updated October 20 2016 Now that the holiday season is in full swing, Hu, our sometimes naughty, sometimes nice  HubSpot Unicorn has some more festive holiday eCards to share with you. So as you’re decorating your tree, wrapping presents, or lighting the menorah, share some laughs and marketing cheer with family, friends, and co-workers with a HubSpot Holiday eCard from the HubSpot Unicorn!Here are 10 cheerful holiday eCards for your enjoyment. If you’re looking for more holiday-inspired unicorn fun, you can find more eCards to share here or follow @HubSpotUnicorn on Twitter.Happy holidays from HubSpot and the HubSpot Unicorn! Tweet this eCard   Share on Facebook  Post on Google+(The 2nd day is going to be a bit of a let down.)  Tweet this eCard   Share on Facebook  Post on Google+(Okay! I admit it! I admit it!) Tweet this eCard   Share on Facebook  Post on Google+(‘Just in case’ is never a good idea.) Tweet this eCard   Share on Facebook  Post on Google+(Well maybe he should have been checking in more.)  Tweet this eCard   Share on Facebook  Post on Google+(I assume the more drinks, the better I am at spelling anyway.) Tweet this eCard   Share on Facebook  Post on Google+(I’d be careful. He is a mean one.) Tweet this eCard   Share on Facebook  Post on Google+(I bet you’d look good in a tutu.) Tweet this eCard   Share on Facebook  Post on Google+(What? Is that not how the song goes?) Tweet this eCard  Share on Facebook  Post on Google+(But I didn’t ask for rainbow stickers?) Tweet this eCard   Share on Facebook  Post on Google+(That seems a bit harsh, but thanks!) Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

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How Timeline Radically Changes Your Facebook Marketing Strategy

first_img Originally published Dec 30, 2011 11:30:00 AM, updated October 20 2016 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Social Media Strategy Topics: Homepage feeds now have a Twitteresque feel with live updates from friends, otherwise known as the Ticker. The most recent posts that appear on a Facebook feed are now a direct result of the latest content being published. And of course, this all led us to where we are now with the somewhat controversial new change, Facebook Timeline.Now that the complete rollout of Timeline to all Facebook users is nearly complete, the change means one crucial thing for Facebook marketers: The life of a status update is diminishing. Fast.That means it’s time marketers recognize that since Timeline is altering the shelf-life of Facebook content, we must now change the way we use Facebook.Enhanced User News Feed Calls for Strategic PostingFormerly, users’ homepage News Feeds offered two options for viewing: ‘Top Stories,’ meaning posts with the most likes and comments from your friends, or ‘Most Recent,’ which was simply the most recent updates regardless of response rates. The majority of users (many without even knowing) had theirs set to ‘Top Stories’ so they could see which stories were most popular and getting discussed by their friends.Then Facebook aggregated these two features into one through its EdgeRank algorithm. In short, this algorithm decides what is most important on Facebook for a specific user by taking into account which pages/profiles that user frequents, the popularity of it, and most importantly, how recent the post is.According to URL shortening service bitly, the mean half life (the time it takes a link to receive half the clicks it will ever receive after it’s reached its peak) of a link on Facebook is 3.2 hours. There’s a good chance this number will go down with the Timeline rollout, too. Marketing Takeaway: Test the waters by posting your content at a different time every day for one week to identify at what hour your post performed the best. Check your Facebook Insights to analyze when you had the most success, and post at those times. According to AddThis, a bookmarking and sharing service, most users click on content two minutes after content is shared. If users are clicking that rapidly and you only have about a 3-hour time frame to garner attention, you have to ensure you’re posting exactly when your audience is on Facebook. Otherwise, they’ll likely never see your content.Throw Out the “Post Once a Day” RuleThe old rule of thumb for Facebook was to post regularly, but not more than once a day so that each update received proper attention while simultaneously not being spammy. Well folks, today we’re here to say that this rule should no longer apply. Posting once a day in conjunction with the Ticker and EdgeRank algorithm means that your post only has a short span of time during which people will likely see it. Once those three hours are up–your status is old news (pun intended). And if you think you’re going to be spamming users by posting more than once, think again! Your post will be quickly overridden by the hordes of other updates becoming the top stories in a user’s News Feed.However, don’t let this lower the quality of your updates. When a user sees you in their News Feed or Ticker and navigates to your page, they’re likely to see all of your other content. On the HubSpot Facebook page, I tested the waters by posting every hour. That’s right, every hour. Each hour, a completely different group of users liked, commented on, and shared the content. Furthermore, because each post appeared in a users’ Feeds at different times, I was able to attract a more diverse set of users because each group logged onto Facebook at a different time. Not only did we not experience a decrease in fans, but our strategy also brought fans to the latest update and got them liking even more content that was also on the wall — content they may have never seen otherwise (see image at right)! While we don’t necessarily recommend posting every hour unless you have a large fanbase on Facebook and are creating high volumes of content, the point is, once a day isn’t going to cut it anymore.Furthermore, the high number of posts per day was not taken as spammy. Instead of backlash, we received positive feedback in regard to all the valuable information we were posting. This means that people truly do hold access to valuable content in high regard. Whether it’s keeping them in suspense for the next episode in a television series, sharing the latest remedy your researchers have discovered for the flu, or simply educating marketers on how to be inbound rock stars, content is key. And if it’s written and presented in a way that is appealing to your specific demographic, you will see positive results.Marketing Takeaway: You need quality content, and you need time. If the new Facebook is calling for more updates a day, you need valuable content that is worth posting. Simply updating for the sake of infiltrating feeds won’t cut it–that’s when users will mark you as spam. But if you’re strategically posting remarkable content, then they’ll like, comment, share, and love you for it. You also need to allocate more time to posting and monitoring the content than before to make this happen effectively. Consider investing in some social media marketing automation to make the most of your time.Recent Activity Is More Apparent and More Important Than EverFurthermore, the moment someone clicks ‘like,’ it will appear in their friends’ Tickers instantly. In fact, Facebook slipped in a new data point to their analytics that is literally called ‘Timeline,’ which indicates the number of fans who ‘liked’ your page by seeing it in someone’s Timeline! So quantity (and quality, as always) does matter. The argument that 7,000 die-hard fans is better than 14,000 regular fans is not sound. If you have twice the fanship, you have double the reach and two times the opportunity to get your message sent and your brand heard. When you successfully gain a new like on Facebook, it’s far clearer to friends of those fans. This will truly help you grow your Facebook presence in a much faster way than ever before on Facebook. But to do so, you’ll have to follow the aforementioned tips to gain those initial ‘likes’ that will hopefully catapult your Facebook marketing.Do you see any other ways Timeline is changing Facebook marketing? What do you think of the idea of posting more than once a day on Facebook?Image Credit: Aloha Sweets; Captivation Medialast_img read more

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A Crystal Clear Explanation of How Social Media Influences SEO

first_imgDon’t rule out Google+: When Google+ first entered the social media space, many marketers wondered if it was really worth diverting marketing attention into yet another social network. Forbes magazine’s Paul Tassi even wrote it in a eulogy last year. But when the parent company of said social network is the biggest search engine in the world and starts to integrate its content into search results, it’s worth dipping a toe in the water. My advice? Take these quick steps to create and optimize your Google+ page and then experiment with how content does on it. Don’t rule out Bing: Not only did Bing account for 30% of all searches this spring (Source: Experian), Bing also has a more diverse social search offering than any other search engine. With Facebook, Twitter, Quora, Klout and Foursquare tied in, Bing may give social active companies an edge. Keep your Facebook pages active: While search is clearly not Facebook’s primary purpose yet, Facebook does have a team of engineers, including former Google engineer Lars Rasmussen, working on an improved search engine for the site. There’s a tremendous opportunity for Facebook to delve deeper into search. There’s also tremendous opportunity for businesses to grow their reach through Facebook. My colleague Amanda Sibley just finished a top-notch eBook on attracting customers through Facebook that could be a good starting point.Step 4: Remember the golden rule.Years ago, when HubSpot first started teaching people about search engine optimization, one rule was essential: Above all else, create good, useful content. The rest will follow. From Panda to mobile, search has changed quite a bit in the last few years, but that cardinal rule has held strong.Even with the rapidly growing influence social sharing has on search results, the good news is if you’re creating good content, you’re already half-way there. Useful content is by nature more search-friendly than sales-oriented content. It is also more likely to be shared. The increasingly formal relationship between search and social is really just a natural extension to what has always been true — content that is relevant and can be trusted as authoritative will continue to drive both your search and social media marketing.How well are your search and social media integrated? Where do you see the future of social search headed?Image credit: Brett Jordan In the history of search engine optimization the rank of a piece of content in search engine results has typically come down to two key drivers: relevancy and authority. Relevancy is all about using the right keywords in your headlines, sub-headlines and anchor text to match what people are searching for online. Authority has predominantly been defined by the number and type of sites that are linking to your content via inbound links. Pretty standard stuff, right?Well recently, things have changed a bit. More and more, search engines have begun to incorporate social context into their search results. And it’s high time we dive into what role social context is playing in SEO, and how marketers can adjust their strategies to match the changing character of search. So without further ado, let’s get into the nitty gritty of what’s being called “social search” and learn how it affects marketers.What is Social Search?”Social search” is an evolving term for the way in which search engines factor a user’s social network — also referred to as social graph — into how results are displayed after a search query. In social search, content that has a social connection to you in some way is prioritized. A social connection could mean someone you are linked to via Facebook, Twitter, or any other major social network. Alternately, some forms of social search prioritize content that has been shared by social media influencers, even if those experts aren’t directly tied to you.Examples of Social SearchGoogle Plus Your WorldIn early 2012, Google unveiled Google Plus Your World, a unique integration between Google search results and the Google Plus social network that, when activated, prioritizes content that has been shared or received a +1 by your Google network. In addition to Google Plus Your World, Google social search results from multiple networks are now mixed throughout your results based on their relevance; and content with ties to your network are displayed with a higher relevance than their counterparts. Searchers only see social search results when they are logged into Google and have their social networks connected.This promotional video from Google walks you through how Google Plus Your World works if you’d like to hear it from the horse’s mouth.Bing Social SearchThis summer, Bing announced a new version of its search engine. It included an entirely new layout that closely integrates a searcher’s social network into the results displayed for a given search term. According to Bing, the social results — which include the ability to directly ask advice from your Facebook network — “complement the standard search results without compromising them, offering you the chance to start a conversation and get advice from your friends, experts and enthusiasts right within the search experience.” Here’s a promotional video from Bing that explains their version of social search:In addition to the new social search view, which already incorporates Facebook, Twitter, Quora, and Foursquare into results, Bing has just announced a strategic partnership with Klout, a service which tracks and provides a numerical representation of an individual’s overall social media influence. The partnership will surface highly-ranked influencers on a given search term and include them in the “People Who Know” column to the right of social search results. For example, when I search “Inbound Marketing” on Bing I see examples of my peers and colleagues in the “Friends Who Know” section and examples of other experts I may not be connected to in the “People Who Know” section, along with their Klout Data Facebook Social SearchThis fall, Facebook CEO Mark Zuckerberg indicated that he is interested in launching a social search engine powered by Facebook user activity. He explained, “Search engines are really evolving towards giving you a set of answers… like, I have a specific question, answer this question for me. And when you think about it from that perspective, Facebook is pretty uniquely positioned to answer a lot of the questions that people have.” According to Zuckerberg, Facebook handles close to 1 billion search queries per day already. Many of these searches are for individuals or company pages, but the potential exists for inquiries related to decision-making or reviews.  Social Search and Inbound MarketingEven if the social search playing field hasn’t been completely defined yet, one of the key takeaways from the early actions of Google, Bing, and Facebook is that as marketers, we need to start seeing our search engine optimization strategy and our social media strategy as utterly intertwined. Here’s how you can do just that.Step 1: Make sure your social media tools are informed by your SEO tools.The best way to come out on top of social search is to have a fully integrated marketing platform where social media and SEO are fully linked.Ha, of course we’d say that — we sell that platform.Truly though, having a blog with built-in social sharing and as-you-type SEO recommendations definitely helps. With or without that kind of technology, however, there are some steps you can take to leverage the growing use of social search. Audit your existing strengths: Take a look at your top ranking and most shared content. Is there overlap? If you’ve found a type of content that is simultaneously strong in search and frequently shared, it’s worth optimizing that content even further.  Update your company profiles to be keyword-rich: If, as in the example above, I search Bing for “Inbound Marketing,” a few things will happen. 1) Bing will give me traditional search results. 2) Bing will show me friends who have written or shared “inbound marketing” content. 3) Bing will bring in “People Who Know” who include the keyword “inbound marketing” in their profile or frequently shared content. For the latter circumstance, it doesn’t hurt to put your main keywords as part of your company’s profile online. The combination of that profile and the strength of your content and shares will add up.Make your top keywords more social: Make a list of the keywords for which you want to rank highly. Does the content you share on social media and your blog cover those keywords? Zero in on one or two of your most desirable keywords and find ways to make content under those keywords more shareable. At a bare minimum, include social sharing buttons on your content. Beyond that you may want to experiment with encouraging social sharing through pay-by-tweet downloads or using easy share links throughout your posts, like in this example. Step 2: Find and encourage your social media influencers.The reason social is such a natural extension of search is that it adds both relevancy and authority. Think about this: According to Nielsen Research 92% of consumers worldwide trust recommendations from friends and family more than any form of advertising. This is up from 74% in 2007. As recommendations from peers become more prominent online, the influence they levy will weigh more heavily into activity on search and social sites combined. For this reason, it’s wise to start thinking of your company or organization’s fans as extensions of your inbound marketing team.Find your influencers: Spend some time to get to know the people who consistently share your content. Pull together a list of contacts with more than a thousand followers and a history of engagement in your content. Knowing your social media influencers will help you expand your reach online and ultimately increase the rate at which your content gets found online. Nurture your influencers: Once you’ve discovered your evangelists, think about ways to nurture and encourage them. At the simplest (and possibly most meaningful) level, find a way to thank them for spreading the word about your company. As a second step, consider inviting them to a special open-house or providing them sneak peeks of upcoming news or announcements. (Note: Be careful when nurturing your influencers that you are not offering them benefits in exchange for talking about your company. That’s not inboundy at all and really questionable, ethically. In fact, in some cases, it may even be illegal.) Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack (Above: A search for HubSpot’s social media influencers)Step 3: Watch for changing factors in social search.While there are a few core principles at work in social search, individual factors will continue to develop in the near future. As you’re considering the social channels you use, think about the role each plays in your search engine of choice.  SEO and Social Media Topics: Originally published Oct 3, 2012 9:00:00 AM, updated July 28 2017last_img read more

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What’s It Like Wearing Google Glass? A Glimpse Into the Future With Robert Scoble

first_img Originally published Jul 23, 2013 12:30:00 PM, updated February 01 2017 Imagine an app where you can look at something, say “Buy that,” and just like that, Amazon will get to work shipping it to you. Or imagine being able to say, “Find coffee nearby” and having an app direct you to a coffee shop where your drink is waiting for you, and your credit card has already been billed. Nothing to sign, no card or money to hand over — just grab your drink and go.Those things and more could be possible thanks to Google Glass, and they might not even be so far away, says tech pundit Robert Scoble.Scoble has been wearing Google Glass every day, all day, for the past three months, and while he concedes that for now the device has limited uses, he says Google Glass has given him a glimpse into the future.“I think everything is going to be `Uber-ized’ in the next 10 years,” Scoble says, referring to the car service where you order a car via an app on your smartphone and in minutes a car arrives at your location, and it’s all billed to your credit card, automatically. “I want everything to work like Uber. It just makes so much sense.”If Scoble is right, Glass could radically change all kinds of transactions — and could also have a profound effect on the world of marketing. Instead of having to figure out how to rank high in search results, marketers might need to game Glass and become the coffee shop or sushi place that Google sends people to. Instead of SEO, maybe we’ll talk about GEO – “Glass Engine Optimization.”Moreover, Google Glass could actually change the nature of what marketing is. If JetBlue shows you where the best parking spots are when you arrive at the airport, is that marketing? The answer is yes, but it’s a new kind of marketing — one where “marketing” is defined as providing useful, lovable services and keeping customers engaged, rather than buying advertising and pulling people into a “funnel.” We’re talking about inbound marketing on steroids.Meanwhile, Back in the Real World …Okay, let’s take a deep breath. All that stuff remains in the future. Google hasn’t even said when Glass will become available to the public, or what it will cost. For now, the gizmo is priced too high (developers pay $1,500 for the Google Glass Explorer edition) and does too little. More important, the current version of Glass still looks too big and dorky to go mainstream.No doubt, Glass will become sleeker and less obtrusive. Eventually Glass may be built into ordinary eyewear. Or eventually maybe we will just get used to this, and we’ll stop thinking that people wearing Glass look ridiculous. Scoble, however, says he has grown completely accustomed to the gizmo. “The novelty has worn off for me. Now it’s just something I wear,” he says. He’s even worn them in the shower — as you see in the photo above.The bigger problem is that right now even proponents like Scoble admit there’s not much you can do with Glass. You can get directions, and use voice commands to get information. You also can take pictures and videos with the built-in camera. But there aren’t enough apps, and it’s still too difficult for developers to create programs that run on Glass. “For now the camera is the killer app,” Scoble says. “I’d buy it for the camera alone if it were priced under $400.”What else? “When you get a phone call it shows you the face of the person who’s calling,” Scoble says. “And recently when I was in London, as a tourist, I said, ‘Okay Glass, get me directions to Big Ben,’ and it just took me there.”As far as Scoble is concerned that’s enough to keep him wearing Glass all day, every day. “They add enough value to my life, just with taking photos, getting directions and making phone calls,” he says.A Long Way to GoScoble reckons Google will announce the actual Glass product in February 2014 and start shipping them in April. So far, Google hasn’t provided developers with good enough tools for creating applications, but that too should change. Even so, some people are developing cool Glass apps. One engineer, who also owns a Tesla, has created an app that lets him control the car from his glasses.As for the price, Scoble reckons Google will price Glass somewhere between $200 and $400. “I’m hoping [Google CEO] Larry [Page] prices them very aggressively. If they’re $200, a lot of people will buy them. Then it’s just a question of how many hours per day or per week you wear them,” he says.For Google, the device could open up a huge new business where instead of selling ads, Google could facilitate transactions and take a slice of each one.Scoble’s hypothetical example: You’re on a road trip, and you ask Glass to find the closest McDonald’s, place and order, and bill it to your credit card — so that all you do is drive up, grab your Big Mac, and go.“If Google can make that world happen, and if Google can get, say, 50 cents every time something like that happens, that could be 10 times bigger in terms of revenue than what they’re doing now,” Scoble says.Google will generate about $60 billion in revenue this year. Expecting the company to do 10 times that much may be a tad optimistic, but you get the idea. Those goofy glasses could be a pretty big deal.Is there any universe in which you’d wear Google Glass? What would Google have to do to make the product worth the price tag? 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