Social ROI

Yes, you can achieve (and show) a positive ROI on your social media efforts.

The first step is to figure out what your goal is. Are you trying to generate leads, increase sales, boost email signups, or something else? After you establish your goals, you need to create a strategy to reach those goals. 

That's where I come in.

I've been working in social media for over two years and am currently pursuing a Master's Degree in Social Media from the University of Florida. I've worked with brands to increase sales, fan growth, social media engagement, and more. I'd love to speak with you about your business and figure out what opportunities await you on social media.

Need some inspiration? Check out my Social Media ROI board on Pinterest.

Want more? Check out the videos below.

I’ve been helping brands across the country realize the benefits of social media. 

Let’s connect on LinkedIn.

An Examination of Blogging

 It’s no secret that blogs are extremely popular but it takes skill to make one standout. This week I’ll go over 5 different blogs and determine what makes them successful or unsuccessful. A few of the points I’ll go over include:

1. What type of blog is it?
2. What is its purpose?
3. What makes it unique?
4. How does it reflect the brand?
5. What drives the traffic to the blog? High on search engine? IMC? Website links? What gets people to read?
6. Is it a successful blog?
7. What’s missing on the blog?
8. Are there advertisers? If not, who are some potential advertisers?

FBPPC

1. FBPPC is a group blog.
2. The blog keeps readers up-to-date on the latest Facebook advertising news. It also gives great marketing insights to spark creativity.
3. FBPPC is unique because the contributors come from many different industries and this provides diverse views about Facebook advertising. The mix of views and industries is great for out-of-the-box ideas.
4. FBPPC is owned by a recently rebranded digital marketing agency called 3QDigital. The FBPPC blog does not have any 3Q Digital branding. The blog stands alone and this may be problem. The blog may receive more brand recognition if they branded it more in-line with their parent brand.
5. I did a few broad searches for Facebook advertising terms on Google and FBPPC did not show up. When I searched for more specific advertising terms like “Facebook geo-targeting” and “Facebook unpublished page post,” articles on FBPPC were on the first page of Google. Additionally, FBPPC sets up Google Authorship for each of the posts. I’m sure this helps increase theclick-through-rate from Google. Overall, their social media probably doesn’t drive a lot of traffic because they do not have large followings; however, their posts get shared pretty frequently which should bring additional traffic.
6. The blog is successful for many reasons. New content is posted every weekday. The website has social media integration for easy sharing and links to all of their social media websites are promptly placed at the top of the page.
7. There are a few unsuccessful things on the website. The blog does not have an email signup. They do have an RSS feed available, but they should consider sending out a weekly newsletter with access to all of the newest stories. It would keep readers engaged and encourage those who have forgotten about the site to head back. Additionally, as Pamela Vaughan points out, blog posts should have engaging pictures. I believe better pictures could bring the individual articles more traffic.
8. The blog does not have any advertisers. 3Q Digital doesn’t even advertise on their own blog, which I find odd. They do have a link to download a whitepaper, but nothing else. A well-placed infographic could easily compliment the content on FBPPC and be disguised as a new article. Additionally, it seems like a no-brainer for Facebook to have some type of ad on the website. They could offer new users a free ad credit to get them started. It would encourage new business adoption.

9to5Mac

1. 9to5Mac is a news blog.
2. The blog reports the newest information about Apple products. In addition, they also post how-tos and product reviews.
3. There are dozens of Apple blogs on the Internet. 9to5Mac stands out against the crowd because their news is very current and they sometimes break stories first.
4. The 9to5Mac brand is held throughout the blog and their social media profiles. They have a nice “techie” theme without being too complicated and it’s an easy read for an everyday user.
5. 9to5Mac is popular because they break stories quickly. The blog is often quoted by major news companies including Forbes, Fortune, and NBC. That is how I first discovered them. The website also ranks on the first page of Google for both “Apple news” and “Apple rumors.”
6. I believe 9to5Mac is successful. Their posts are up-to-date and interesting. The amount of social sharing and comments is a direct reflection of their relevancy. In addition, the blog has social integrations, social sharing, and an email newsletter signup.
7. 9to5Mac has a lot of advertising space. Most of the advertisers are selling Apple products, which is a great place for it.

The Verge

1. The Verge is a news blog.
2. The Verge reports the newest products, trends, and events in technology.
3. Just like 9to5Mac, The Verge is a technology blog in a crowded space. I like The Verge because they are honest in their technology reviews. They’re not afraid to tell you something is waste of money. Others, like Engadget, tend to be under-critical of the products. In a recent review of the Motorola Droid Ultra, The Verge said, “No one should ever buy this phone.” It’s opinionated and blunt. When I’m buying an electronic device, I need someone to be honest with me and I appreciate that from The Verge.
4. The Verge maintains their brand throughout the website. For having so many authors on their blog, they all sound like they come from the same voice. It’s nice and doesn’t dilute the experience. The visual format of the blog is very forward-thinking and modern.
5. I did a search for "iPhone 5s review" on Google and The Verge review was the second hit. Additionally, The Verge promotes their stories on their social accounts including Facebook, Twitter, and YouTube. All of the accounts have a fairly strong following.
6. The Verge is successful for many reasons. They post multiple stories every day of the week and have strong social integration. Additionally, their posts get a lot of comments and social interactions.
7. One of the unsuccessful things about the blog is that it can be confusing to find stories. The set-up is similar to Pinterest with three columns. I find it a little too modern. The single column format is easier to read. Additionally, their social icons are in the footer of their website. As Heidi Cohen points out, it's important to have the social icons above the fold. From their homepage, it takes a lot of scrolling to get all the way down there. Finally, when you click their social icons, the websites open in the current window instead of a new window. Having those social icons above the fold and opening in a new window would not only increase their social following, but also increase the amount of time a visitor is on their website.
8. The Verge has plenty of advertising space. Most of the ads are for technology. When I visited the site I saw an ads from LG and Sprint.

WWE

1. The WWE is a news blog. 
2. The blog updates readers on the latest WWE happenings. Article topics include match results, slideshows, story pieces, and more.
3. What makes the WWE blog unique is the fact that it is theirs. They have unique access to a huge amount of content including exclusive interviews and photographs. You’ll find content here you won’t find anywhere else.
4. The WWE blog is housed on their website. They maintain the brand image throughout their blog. The language and photographs help immerse you in the experience.
5. The WWE has their blog in a prominent spot at the top of their website. Additionally, they typically post their articles on social media to bring traffic to their website.
6. For what it is, I believe the blog is successful. Only die-hard wrestling fans will read the content or find it interesting. I’m not sure how they could make the content appeal to a larger audience. The WWE blog stays true to itself and its readers appreciate that.
7. One unsuccessful feature is the inability to search by author. You can see who wrote the article, but their name is not clickable. Furthermore, I tried searching an author’s name and still could not find all of that author’s work. Additionally, like The Verge, the links to WWE’s social media websites are buried at the bottom in the footer.
8. The WWE has some advertising on their website. From what I can tell, it is primarily retargeting ad space.

BuzzFeed

1. BuzzFeed is both a news and a group blog.
2. BuzzFeed is there for entertainment. Though they are most known for their lists, they also post relevant and up-to-date stories about current events, entertainment, technology, and more.
3. BuzzFeed is unique because the authors are very creative and there is content for everyone. Their posts are entertaining and usually worth a read.
4. Each BuzzFeed article is quirky and has a unique identity. The writing style and sarcastic, well-intentioned captions always compliment the pictures well.
5. BuzzFeed articles are extremely popular. I always see my social media friends sharing articles from BuzzFeed and I’ve shared quite a few articles myself. Recently, BuzzFeed got in trouble for violating copyright laws. It just shows how large the audience is that someone would go so far as to take them to court.
6. The blog is successful for a number of different reasons. As previously mentioned, they have the social sharing aspect down well. Additionally, BuzzFeed shares their more popular stories on their main social media accounts including Facebook, Twitter, and Google+. 
7. Something BuzzFeed does unsuccessfully is utilizing their category social media accounts. For example, I went to an article about the new iPhone. On the right there was a link to the BuzzFeed Tech Facebook page. Upon arriving to the page, I noticed that it hadn't been updated in nearly two months. A dead page on social media is a big problem.
8. BuzzFeed does have advertisements; however, it is very unique in the way they do it. Businesses often have "Featured Posts." Geico and Lenovo are two examples of companies who participate. It's a great way to integrate an advertisement without being intrusive.

What's your favorite blog? What makes it so successful and are their any areas for improvement?

Google Marketing 101

Google is a great company and expert marketer. They put a lot of time and effort into their products and it shows.

Google has made their mark on the Internet through their advertising service, Google AdWords. While AdWords is responsible for a majority of the push marketing we see online from other businesses, Google themselves uses this technology to advertise both their physical and digital products. Below are two banner ads that Google has used to tout Google Drive and magazines available on Android. Additionally, Google also uses television commercials and magazine ads among many others.

 

Google has reached a level of pull marketing that few companies are able to achieve. Whenever a business becomes a verb, you know they’ve done well. Word-of-mouth marketing plays a large role in Google’s success. Nearly everyday someone I interact with (or myself) says, “I don’t know. Let me Google it.” When someone says “Google it,” you don’t go to Yahoo! or Bing, you go to Google. This language is a strong pull marketing technique. Additionally, Google services are often bragged or touted about by their consumers. Google puts a lot of time and effort into perfecting their products and the customer satisfaction proves the success. I have started using many of their services, like Android, Google Drive, or Gmail, simply because I have trusted friends who use the services as well.

Google keeps content fresh right a number of different ways. On their homepage, Google often updates their logo with a Google Doodle. Google redesigns their logo for holidays, historical anniversaries, and a few obscure days as well. Usually when there is a new Google Doodle, the term “Google Doodle” is trending on Twitter. It’s a fun and successful marketing technique that brings traffic to their website. When you click the image, it automatically searches the occasion it is celebrating. This a great way to encourage searches and learn something new. In addition to the Doodles, Google keeps content fresh on a company blog and, of course, Google+.

Google Doodle on Earth Day 2013

Part of what makes Google so great is a seamless experience from desktop to mobile devices. Google has been a large pioneer in mobile technology. From searching to maps, Google does a great job with their mobile websites. For a more specialized experience, Google offers smartphone apps for their more popular services like Google Drive and Google Maps. The company knows the future is in mobile technology and they are actively developing the medium.

Google has deep integration with their social platform Google+. The company takes it a step further and uses these social features to help improve their product. By gauging interactions with +1’s and link shares on Google+, Google is improving their search results. By keeping people within the Google environment they are successfully improving their own products. It’s a genius cycle that works well for them; however, ignoring Facebook and Twitter integration could cause them to miss out on additional social sharing.

Google’s website has many features that most people do not know about. For example, most people don’t realize that Google actually has a store on their website where they sell their more popular devices. The offerings are limited, but they never really advertise this store unless you come through ad advertisement. Recently, Google used their homepage to advertise their newest tablet, the Nexus 7. When your website is gettinga majority of the traffic online, this a great space to utilize and it’s a wonder they don’t do it more often. Google should try to make an effort to make more consumers aware of the unknown sections of their website.

While Google is king of search engines, a few of their competitors have unique features that make them more appealing. For example, Bing has deep integration with photos. Whenever you go to their home page, there is a huge and enticing picture. Additionally, along the bottom of the screen there is a bar that shows what stories are trending online. It’s a great way to keep consumers informed and encourage searching. There are many things Google could do to their homepage to create a richer experience. Because a majority of users are logged in when searching, why not include some personalized features on the home screen like weather or a Google+ feed. Even though Google may be going for a minimalist approach of their homepage, I think they could do more to create a richer experience.

Bing.com

What do you think of Google’s marketing? Where do they excel and where could they use improvement?

Uniquely Google

Today as I was watching the return of NFL football, I saw an advertisement for the Google Nexus 7.

Let that sink in…

Over the past few years, Google has gone from a search company to a virtual assistant. Their products and services aid most of us on a daily basis. They are able to successfully help consumers by being there conveniently through a variety of channels.

The easiest way Google has gotten their products into people’s hand is through Android, their operating software. Android gives users a truly “Google” experience on numerous cell phones and tablets. Whether it’s using Google Now to track a package or looking up a recipe for dinner, Google is there. However, Google went a step further by having their apps downloadable on competitor’s devices as well. Even if you do not buy into Google’s operating software, you still have the opportunity to utilize their services. Google offers an often-identical experience on a competitor’s product. Unlike Apple, Google doesn’t excommunicate you if you choose to purchase a non-Android device. They see the opportunity and value to reach customers through a new channel. Apple faced a large uproar after they ditched Google Maps and in favor of their own mapping application. Judging by the uproar, it’s clear than consumers like these non-Android Google apps.

Beyond the software, Google must sell the hardware that carries their services. Usually the best way to show off technology products is through in-store displays. Whether you are at an Office Depot testing out a Nexus 7 or at Verizon Wireless playing with the newest Droid phone, you are experiencing first-hand how Google’s software can impact your life. Similarly, downloading a Google app or trying out a search is easy and seamless no matter where you are.

During the Super Bowl in 2010, Google made a big splash with their television advertisement depicting the searches of a normal person through the course of their relationship called "Parisian Love."

The simple ad made a splash in the media and many wondered why Google did it. I believe Lance Ulanoff made a very good point that the purpose of the commercial was to show consumers how Google propels you through life. Google is always there to answer our questions, no matter how silly or complex they may be.

Beyond television, Google has uses a number of other marketing channels.

• In 2004, Google put up a cryptic billboard in Silicon Valley that was meant to recruit engineers. The non-branded billboard led engineers on scavenger hunt for a job opening.

• While they do not have an active presence on Facebook, they do update their Twitter account often. They give followers search tips to help them use Google in ways they didn’t know possible.

• The company has a blog they keep up-to-date. Ranging from product launches to charity events, their blog helps show off the company culture.

• They have forums for their wide variety of products. Google employees will often get on and answer your questions for you.

From iPhones to billboards, Google is able to give you an authentic experience. They handle their brand very well and I believe they appeal to the inner nerd in all of us. They are light-hearted, innovative, and helpful. As Ulanoff said, Google gives us the tools to advance our lives. They successfully sprinkle in humor with their brand whether it’s Google Doodles or the latest nickname for their Android operating system. Everything they do is uniquely Google.