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Monthly Archives: November 2009

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2014 SMX Social Media Marketing Conference Preview

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By Elisabeth Osmeloski

In less than two weeks, the editorial staff from Search Engine Land and our sister site Marketing Land will host the 4th annual SMX Social Media Marketing conference (November 19-20th) at the ARIA Resort and Casino in Las Vegas, Nevada.

For this year’s lineup, in addition to strategic sessions and big picture panels, we have several spotlight sessions that will deliver highly tactical and practical tips for marketing on specific social platforms.

Over at Marketing Land, we have been previewing a sample of sessions and keynotes of interest to search and social marketers, read more now:

Here’s an overview of what to expect if you are attending the 2014 SMX Social Media Marketing Conference at the ARIA Las Vegas. Still need a ticket? Register today to secure your spot!

Five Fantastic, Hands-on Workshops To Choose From

Whether you’re just getting started in a social media role, or are already a seasoned social pro, you can add a primer day (Tuesday, November 18th) to your conference ticket and choose one of these in-depth workshops:

Get Up To Speed On Paid Social & Native Advertising

With native advertising being one of the most complex issues in social media promotion, you need all the insight you can get when it comes to Native Ads, Sponsored Endorsements & Paid Posts: Walking The Social Media Minefield. You’ll hear how some of the top digital agencies (Edelman, Beeby Clark + Meyler, Sway Group) are navigating this tricky area on behalf of well recognized brands.

Winning Strategies With Facebook Ads

Paid social advertising has been one of the fastest growing areas of digital marketing, and like all other areas of digital, changes at a rapid pace. Just recently, Facebook Ads unveiled major upgrades for campaign structures, allowing advertisers to better manage their social targeting and bidding strategies.

With other new features, such as the Facebook/Atlas ad-serving platform rising up to challenge Google Doubleclick, the opportunity for advertisers to tap into the power of audience based targeting and interest segments is massive.

In this session led by our own paid media reporter Ginny Marvin, attendees will hear more about the features available to advertisers from Beth Horn, Retail Business Lead at Facebook, as well as campaign management strategies from experienced agency marketers Ian Mackie of Point It and Paul Steketee of Addressomo.

Lessons From Big Brands & Power Players

Content creation and distribution remains at the center of all successful social media campaigns. Learn how the biggest brands listen to their audience, craft a content strategy for the long haul and execute on brand voice in real-time moments, while avoiding blunders.

CocaCola speaks about Real Time Marketing at SMX Social Media Conference in Las Vegas

You’ll hear case studies and tactics from agencies, as well as insights from these major brands:

  • Buzzfeed
  • Coca-Cola
  • Denny’s Restaurants
  • eBay
  • Forrester Research
  • Offers.com

Up Close With Twitter Cards

Like Facebook’s Open Graph meta data, Twitter Cards have unlocked a world of possibilities for marketers to get more attention in the social stream, using everything from attached media, to app download calls to action, as well as e-commerce and lead gen cards.

Sharpen your #social media marketing chops – sign up for our weekly newsletter & let the learning begin: https://t.co/eZVmSkwlfG

— Marketing Land (@Marketingland) October 27, 2014

Leveraging LinkedIn For A Wider Network

LinkedIn is the B2B Marketer’s BFF. It’s also not just for job seekers anymore, it’s become a popular publishing platform for professionally focused content and is a natural place to share news about your company. What’s more, LinkedIn’s various paid options can boost brand awareness and help attract fresh new audiences based on interests.

With over 300 million users, it’s also social network you can’t afford to ignore. Marketers are exploring new ways to use the LinkedIn platform to build influence and following, and this session with Lisa Buyer will introduce you to a number of fresh new ideas and features from LinkedIn.

The New News Feed: How To Break Into Facebook’s Exclusive Neighborhood

With significant changes to the Facebook News Feed algorithm in recent months, many marketers are extremely concerned about declining impression levels and engagement rates for organic content. Analytics provider Simply Measured even found that consumer engagement is off by an average of more than 40% since last year.

While content publishing powerhouses like Buzzfeed aren’t that concerned about the fluctuations in the feed algorithm, more and more content creators are left scrambling to better understand how to adjust their strategy to 100,000+ variables that determine what users see when they log into Facebook.

Facebook news feed controls

In this session, our social media reporter Martin Beck explores the latest data and discuss how marketers can take back control with panelists Nate Elliot of Forrester Research, Chad Wittman of EdgeRank Checker (acquired by Socialbakers) and Alison Zarella, co-author of The Facebook Marketing Book from O’Reilly.

How To Dominate Pinterest

With the holiday season just about to kick into high gear, this social network is the gift that keeps on giving for retail focused marketers.

Pinterest pro Matt Siltala will share his top tactics for creating visually engaging content that inspires more than just DIY projects and holiday recipes, and transforms into real-world revenue for B2C and B2B brands alike.

In addition to checking out the most recent news about Pinterest advertising, and check out our most recent news about optimizing for new Pinterest search features.

pinterest-mobile-search-1200

How To Market On Reddit, Even Though Reddit Hates Marketing

Few social sites have more passionate users than Reddit. “Redditors” vote for or against user shared content, and popular content can go viral in minutes. But redditors are known to have an intense dislike of marketing or promotion and has even burned brands in the past.

This social platform has a loyal following of tech-savvy celebrities and its popular AMA (Ask Me Anything) sessions can also draw a lot of attention for brands when influencers are involved.

The tide may be shifting as well, as Reddit Ads have started to take off, most notably with Newcastle Ale’s unofficial Super Bowl ad. Learn everything you need to know to get started reaching out to a new audience on Reddit in this session.

Tuning In To Tumblr

If you’re still trying to figure out Tumblr’s place in your social strategy, this is the session for you. Did you know that Tumblr is more popular than Facebook in the 13- to 25-year-old demographic? Or that Tumblr is now testing video ads?

It would be a mistake to think that Tumblr is simply a playground for adolescents, however — according to 2013 demographic data from Quantcast, 88% of Tumblr users are over 18, and 57% have at least a college degree.

Get your creative juices rolling by catching up with our most recent articles about Tumblr and then roll into this session for more demographic insights and smart strategies to tap into Tumblr audience with Kevin Shively from Simply Measured.

Why Google+ Still Matters

Think Google+ is a ghost town? It all depends on who you ask, according to Marketing Land’s most recent articles about Google Plus.

Undeniably, many digital marketers are still paying attention to this social network’s overall impact on search results while Google keeps tweaking features and account requirements in an attempt to draw more users to the social network.

Open Graph: Your Key To Making Content Look Great On Facebook & Beyond

It’s all about that first impression, even in social sharing. The Open Graph tags on Facebook code snippets control how your content looks in social feeds when users like or share your content.

facebook-open-graph

Often an overlooked technical aspect of social media sharing, optimizing these tags can mean the difference between ten and tens of thousands of shares.

The opportunity to attract user attention based on targeting audience interests with offers and other features is one tactic smart social marketers need to know more about. This session’s pair of expert speakers will share their top tips for optimizing social markup.

The Secrets Of Making Fine Vines

We’ve covered a number of major brands and smaller companies creatively using Vine videos for marketing, and it’s no surprise why short-form video has taken off, with no barriers to entry and its ability to appeal to short attention spans in social media. Every second, nine Tweets that include a Vine video are sent.

Geek Out On Social Tools & Tech Talk

Getting the technical details right is tough. But cleaning up your code and making the sharing experience optimal for your core audience is important; you’ll discover overlooked features and learn how to troubleshoot social markup.

Social at scale is hard. We can relate. You need social media management tools that work for your business model and team resources (or lack thereof). You need an enterprise social platform or a cost effective way to measure your social performance.

The good news is: social measurement matters, and speakers will share a wide range of experiences with analytics tools and social distribution platforms.

Closing out the conference on Thursday afternoon is the Social Tools Super Session, which is effectively a lightning round of all the tools and analytics platforms you’ll need to take for a test drive. Bonus: the Expo Hall will undoubtedly have a few vendors ready to demo their platforms for you.

Marketing Mastery On YouTube

Short-form videos haven’t killed the YouTube star just yet, even though 50% of all YouTube traffic is now coming from smartphones and tablets. While other platforms may be starting to cut away at YouTube’s share of eyeballs, there’s still a lot of potential for viral video marketing on YouTube.

Instagram Insta-Success

This social network is not just for #selfies anymore. While the Gen X and Millennials hanging out here may still be obsessed with posting snapshots of themselves, they’re also very likely to engage with posts from others and brands on this platform. In fact, Forrester Research found that engagement on Instagram is roughly 60 times higher than Facebook.

What’s more, it’s a core audience for marketers: the two-thirds of Instagram’s users, who are between the ages of 18 and 44, and most are women.

With new features like Video Ads on Instagram and brands like Nordstrom deriving direct revenue, marketers are figuring out how to get business done on the social platform in a number of creative ways.

#FOMO – You Know You’ll Regret Missing Out On #SMX #SOCIAL

No one wants to live with that feeling. Though, if #FOMO is on your mind, there’s a session about that too – as it relates to Social TV, with guest speakers from Twitter, Nielsen Social and Comedy Central, led by yours truly.

One of the things we pride our conference programming on is delivering the right mix of high-level strategy, actionable tactics and measurable results marketers can use in the real world.

That’s why it’s important to us that everyone (speakers included) leave with fresh new ideas and view the SMX Social Media conference as the event you attend to talk shop and learn from peers.

Many social media conferences provide abstract ideas about community and engagement, but it’s rare to find one that offers as much actionable data and strategy as SMX. Courtney Seiter, Buffer

There’s still time to sign up for the 2014 SMX Social Media Marketing conference – register now, and we’ll see you in Vegas, baby!

The post 2014 SMX Social Media Marketing Conference Preview appeared first on Search Engine Land.

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How To Maintain Your Rankings After A Site Redesign: An Interview With Joe Hall by @johnrampton

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By John Rampton

A big thanks to our Pubcon 2014 sponsor, LinkResearchTools, your off-page SEO toolkit. Link Detox: Recover – Protect – Build. At Pubcon 2014 in Las Vegas, I had the opportunity to sit down and talk with Joe Hall of JoeHall.me about technical SEO and the kinds of things to be mindful of when redesigning a website. When redesigning a website, what can you do to ensure that your rankings don’t drop as a result of it? What technical elements should be in place on the new site? These are some of the questions I get his unique insight on in […]

The post How To Maintain Your Rankings After A Site Redesign: An Interview With Joe Hall by @johnrampton appeared first on Search Engine Journal.

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Traffic Insights From Google Shopping Search Partners

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By Rebekah Schelfhout

On the 9th of September, Google announced it was testing Google Shopping for selected partners running AdSense for Shopping, which include e-commerce sites like Walmart.com. I carried out some research across accounts in our agency to see what the impact has been since this announcement.

The Impact So Far

Even though Google did state this would be a slow rollout to partner sites, I was expecting to see a bigger impact than we are seeing at the moment for most of our accounts.

Below, you can see impressions for the UK and USA for a client that sells fancy dress items (aka costume items).

SP-UK-USA-Traffic

As of September 14th, impressions did start to increase for the USA shopping campaigns. Pre-announcement, they had hovered at around 10,000 impressions while the testing was still pretty small-scale.

Impressions in the UK have also increased, but they are showing on a much smaller scale than in the U.S.

I also checked into some shopping campaigns running in Australia where there are still equally low volumes of impressions, on par with what we’re seeing in the UK. This is a similar story for quite a few of the accounts that I checked.

One outlier that I came across can be seen below for a cosmetics company running in the U.S.

shopping-SP-impression-increase

As of October 20th, the company saw its Search Partner impressions shoot up past those coming in from search! The actual clicks that came in were minimal, however, which indicates perhaps the partner site:

  • Didn’t have ads showing in a very prominent position
  • Wasn’t showing the most relevant products for the search terms

We also know from Google search that partner sites tend to have a much lower click-through rate, so we’ll need to wait for the volume of impressions to increase before we can make a call on performance here.

What To Do Next

Segment by search network (including search partners) and keep an eye on the data for yourself. As more search partners get added, this traffic will grow — and you’ll want to make sure you are aware of how this is impacting your campaigns.

segment by search partners

It would be interesting to hear if people are seeing any different results yet and if anyone has seen a good conversion rate coming in from Google Shopping search partners.

Though it’s not been explicitly stated, performance on search partners usually bears no impact on Google Search quality score, so one would presume that this is the same when it comes to Google Shopping.

If you’re not seeing a good click-through-rate yet, hold on there for some more data to come through and make an assessment once you actually start spending more money on the partner network.

If you want to set up Google Shopping for search partners on your site, you can fill out the form here, and you will be contacted when it starts to include more advertisers.

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Microsoft Partners With NORAD To Launch Santa Tracker

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By Amy Gesenhues

The race is on. Three weeks out from Santa’s annual trek around the world, and both Google and Microsoft have launched their Santa Tracker websites.

While Google is relying on its Google Maps technology to track Santa, Microsoft once again has partnered with NORAD, the North American Aerospace Defense Command.

This year’s site – built as part of the Internet Explorer campaign to Rethink what the web can be – features a brand new set of games, improved performance, and an optimized mobile experienced.

Microsoft said its Santa Tracker website was built using responsive design to work on mobile devices as well as desktops.

Windows Phone users will be able to track Santa using Cortana, Microsoft’s search assistant.

Cortana will be getting her information straight from NORAD’s advanced systems, to ensure to the most accurate, up-to-date data.

Along with a new user experience, games and downloadable coloring pages, Microsoft said its Santa Tracker website will follow Santa starting on December 24 using an interactive, 3-D globe with a Bing Map overlay.

As Santa travels around the world Christmas night, Bing will also provide a “specially-curated” results page with facts and images from Santa’s various stops along the way.

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