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Posts Tagged ‘Social Media’

Pinterest is still new enough for me to think not everything has been said, but “old” enough for it to make sense for marketers to take a look at it for their own brands. In Sweden it hasn’t really hit home yet, but in US most brands you would expect have already adopted Pinterest as a new channel.

Hubspot is a though leader in all things online marketing and I decided to write an “exective summary” of their Pinterest guide to help myself and hopefully you. Please note that the facts are from Hubspot, but that the wording and thoughts are my own, and therefor nothing Hubspot can be held accountable for.

The basics
The goals of Pinterest use is brand recognition, driving traffic , new leads
If you brand is design related it’s possibly even more important that you check it out.

Register your Pinterest account with the same email address you use for your Twitter account, to easily share your pints through Twitter too.

Choose your username and complete your profile information. Company name and logo is good to use, and don’t forget a link to your website.

Make sure not to hide your Pinterest profile from search engines. There is a choice to do so in the Settings, and it’s automatically set to off.

If you use a “Pin it” button on your pages, it’s easy for visitors to share your content. However, these are no-follow links, so they won’t affect your SEO. But will probably affect your website visits.

Since you will be curating content, make sure you’re citing the source of the pins. The picture will link back to the site you found it on and/or the pinner you pinned it from, so that should be easy enough 🙂

Create a few boards before you start to build your following, otherwise ppl won’t know why they should follow you or your board.

Cross-promote your pins through your website, blog, Facebook and Twitter etc But, as always, don’t overdo it

Create boards based on keywords in your SEO strategy, and make them GOOD! Basically this helps you position your brand as a thoughtleader in the field.

Remember
Don’t forget to measure impact with your analytics tool!

What pictures/topics/boards send more traffic than others?

Try to become the go-to pinner for a certain topic relating to your industry (remember those keywords)

Whenever possible, inclued links back to your website and LP’s in your pins. The combined impact from clicks and re-pins will give you some good traffic.

Use hashtags – preferably the same ones you use on Twitter (and Instagram)

Board ideas
Employees, with short bio
Executives ,with short bio, media mentions, interviews, etc
Images from your blogposts (around a specific subject)
Infographics (your own or those you find interesting)
Book covers (that you’ve written, around a subject dear to you etc)
Photos of smiling customers using your products
User generated board (host a contest)
Create a video gallery (yes, it’s possible!)
Behind the scenes (helps make your brand relatable and humanized – therefore interesting)

Lessons learned from other brands
It’s all about what you share, not necessarily what you sell
Think outside the box of how you typically use social media to market your brand
Follow Pinterest’s lifestyle credo & make your brand page personal for your fans
Even if your company isn’t exactly devoted to “pretty things”, it doesn’t mean you can’t be on Pinterest

I want it all
Download the Hubspot e-book for more juicy info on Pinterest for Business
and follow Hubspot on Twitter while you’re at it!

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I promised a friend to blog more about social media during 2010. Not been living up to it much, have I 😉 But a good start is this presentation I just held for a bunch of Swedish production managers. Great group, lots of questions! If you have any questions, don’t hesitate to comment or tweet @DangerousDolly

Check out the social Twitter presentation here, since I obviously don’t know how to embedd stuff 😀

Also Prezi.com is an awesome presentation tool!

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Anyone loves celebrity gossip right? Wrong. But anyone likes to think/read/hear about people they see as celebrities!

With fame comes perks, but more so responsibility and the “right” for people to have an opinion about your personality. I’m not applauding either, I’m just calling it the way I see it.

Andy Warhol coined the “15 minutes of fame” expression, something that people tend to call “15 seconds” nowadays. Regardless, god knows we’re close to actually getting our 15 minutes. Not only because the entertainment industry is bigger than ever – but because we’re constantly creating small duck ponds where people can know and admire each other.

Twitter is one pond – given, it’s quickly being flooded – and there is actually people that are part of the “twitterati”. Some of them are famous for other reasons (and might even be seen as a twitterati for the wrong reasons), but many of them are a force to be reckoned with on Twitter, and much because of Twitter.

I’ll give you some examples from the areas were I move – SEO, SEM, web analytics, social media marketing etc. Avinash Kaushik is one of my “idols”. He’s has a lot of smart things to say, is very credible and in many ways a person to admire. Have you heard of him? (chance are you have, after all, you’re reading my blog 😉 ) And Peter Cashmore at Mashable? Or Anna Talerico? I dare say, none of these people are celebrities – but all of them are pond-celebrities. Known and reputable in their area of expertise, by people that want to be in their business, and people that want to make money of that business 😉 If you know them, that probably means they have a stake in your success. Either you want to employ them, be employed by them, learn something from them or sell something to them. It’s not a matter of me being cynical – it’s a matter of networking!

You’re nothing without a network, and through connected people you have a good chance of expanding your own.

Compare that to being a  a pop musician, TV personality, fashion blogger etc – you might have tens of thousands of readers/viewers every day – most of them with an opinion of you, all of them a part of your income, but non of them with a stake in your success. No reason for them to reveal their identity, and so easy for them to air their discontent with you (or more probably, themselves).

Personally, I think haters are a sign of celebrity status. And although to some it might be alluring to be know by “everyone”. Given the real perks (acknowledgment,  discussions, though leadership, job offers…) I would pick being a pond-celebrity any day! The only risk is, if you’re prone to drama – remember not to poop in you own pond 😉

So, what do you think?! Are there other important distinctions in celebrity status? Does the “normal” kind of celebrity trump the pond-celebrity in any way? Might there even be a reason to NOT strive for acknowledgment from “fans”?

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Real-time search… Taste the word for a bit, it is fabulous, isn’t it? And at the same time, not.

Google will without a doubt (and quite often) serve me results that are years old!
Twitter will not give me results from 2 days ago if the subject is popular enough.

And Google (et al) are the ones talking about real-time.
Would you like Google to serve you vitally different pages today and tomorrow, on the same keyword?
I wouldn’t!

So, search engines need to be more stable than real-time search, more reliable and predictable.

The SEOs job is to predict! But a increasingly important role of the SEO is to create (well, force others to create) content! And content is really only good if it’s talked about, linked to and someone “told a friend”.

The necessity to KNOW social media is a no says Bruce Clay, and I agree. They don’t need to know Email marketing or Affiliate marketing either.

Search Engine Optimizers should be a bunch of wanna-be techies that can program test sites on a Sunday morning just for the heck of it. Search Engine Optimizers should know what Google are planning before they do it – sort of like a good check-player!

HOWEVER! The need to understand the world after SEO, and be humble about the fact that it’s all a loop!

And then there are people like me – I do Search Engine Optimization, and I’m probably the most well-read in the company on that area. I KNOW how to get good ratings on a site, I just can’t DO it by myself. I’ve manage to chant the URL,Title, Description chant enough times that content creators actually remember it.

But I know ZIPP about programming. I know marketing. Marketing is a huge part of the loop. And social media is becoming a huge part of marketing.

Enter: Social Engine Optimizer (or Social Media Optimizer, but that would kill the acronym…)

Social Engine Optimizers should understand SEO (the original kind), they should grasp the basic, but also the implications good/bad/non-existing SEO will have on marketing (and in the long run business).

With a Social Engine Optimizer in place, the Search Engine Optimizer would NEVER have to bother with anything from the time of launch to the time of update. The SMO (Yes, I give up) would be there as a project manager to ensure SEO and social focus through the loop.

What say you? Good suggestion? Horrible idea? Write, yell, maybe a good old handshake?!

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Just had the funniest experience with auto-follow-by-keyword-on-Twitter…

Tomorrow is MarketingProfs Digital Marketing World and @MarketingProfs told Chicago ppl to come to a tweetup after the event…

I RT’d and said:

Damnit, I”m moving 2 Ch! RT @MarketingProfs: Chicago folks: Who can come 2morrow & help our man Tobias understand the beauty of a Tweetup?

2 minutes after I get a follow by @packnsend – GUESS what they do =) I’m sorry PacknSend, I’m not REALLY moving, but I love you guys for trying! 🙂

Also, sign up for MarketingProfs DMW is your not already! Great stuff totally free!

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Reading Outspoken Media’s Online Reputation Management Guide – wherein they suggest protecting your name with a service called Naymz (I won’t link it, you could Google it, but I won’t recommend it 😉 )

I haven’t heard of that service and therefor I googled…
Being the skeptic I am, I looked at the results that didn’t match the company URL… and whoop there it is…

BAD reputation for Naymz (Hey, guys, I recommend “reputation management” – oh wait, that’s your core business… never mind then)

Result no 3 is already not owned by Naymz… instead it’s Technology Evangelism talking about stalking – doesn’t sound like something I’d want 😉

Result no 4 is the beez neez – Kung Fu Quip writes a hilarious (and scary) post about named service

Then there’s a lot (!) of results that doesn’t support my post…so I’ll just leave them be…

Nicolas Gill however writes a very to-the-point- post and trough him I learn that Naymz co-founder Tom Drugan acutally is making an effort to answer to the critzism – and oh, I acutally saw that post on Google as well, but I guess it didn’t stick. Looking at it again, I realize the comments started in Jan -08 and ended in Apr -09 – Poor Tom, he’s been working hard on Naymz reputation! He acutally answered Kung Fu’s post as well! Thumbs up for Tom Drugan. He’s persistent, you gotta give him that!

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Sometimes I actually get a chance to read some of those articles I’ve bookmarked as “Read later”. These are mostly tips from Twitter, and blogs that have not yet earned a place on my Google Reader. But it can also be pages that I already have on RSS, bookmarked, on one of my numerous post-its (yes, I do still use pen and paper…a LOT)

One of those pages are from MediaPost on how to Optimize your personal brand.

A valid point from that post is:
“A lack of personal optimization can be a serious disadvantage in a down economy.”

but I also read somewhere about the discrepancy between a strong personal brand and the company brand – which one should take a step back for the other? (lets leave that for another post)

Then we have the question of WHAT to optimize for.
I’m present on Facebook, Twitter, LinkedIn, Xing, a couple of business specific communities. I write this blog, and I write for our company blog and I network in “the real world” (some of which ends up online). You get the point!

Frankly, I’m not at all convinced I’d want all of these interlinked. I try to “be myself” within all of these networks, but still I’m not sure if ppl looking at my LinkedIn profile should have access to my vaccation photos. Or that ppl reading our company blog should have easy access to my questions on Google Help Forum.

And there is also NO WAY for me to optimize my output, since I use internet all day, every day, for friends, for work, for smart ass posts like this one and for dumb questions.. and for, well, you name it. 😛

I think my take on the matter is quite simple:
Be honest. Everything you “say” CAN be found!
Reward loyalty. My followers on Twitter knows when I’ve written a new blog post, as do visitors to my LinkedIn profile. And you guys, just got the links to all my online presence…
Be clear on your objective. I’m restrictive with adding Facebook friends, because that is my “inner” personality, and it’s not always suited for business (you know, sometimes I whine 😉 )
And I think twice before I air my views on the company blog.

What’s your take on personal brands in general or optimizing them in particular?!

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