Social Media Marketing is the process of reaching prospects and customers, and acquiring traffic and visibility through social media sites such as Facebook, Twitter, LinkedIn and many others.

How Adobe Used Twitter Lead Gen Cards To Drive Enrollments For A Brand New Online College [Case Study]

Twitter logo Anyone involved in marketing online higher education programs knows how competitive the space is. How is a new school with no name recognition supposed to compete with the plethora of institutions vying for attention at a reasonable cost-per-lead? This was the challenge Adobe faced in marketing their client Mount Washington College. Though it's owned by online education behemoth Kaplan, Inc., Mount Washington College (MWC) had changed its name and begun offering online degree programs in mid-2013. Adobe was tasked with increasing brand awareness and online engagement for the school while dr [...]


Twitter Launches Promoted Accounts In Search Results

twitter-follow-us-600 Today, Twitter announced it is expanding ad inventory for Promoted Accounts to search results. Twitter will automatically serve Promoted Accounts ads in relevant search results based on an advertiser's existing targeting criteria. Advertisers already running Promoted Account campaigns don't have to take any action to be included in the search results listings. Currently, Promoted Tweets are sometimes served in search results and the recommendations for accounts to follow are organic, as shown in the example below. Promoted Accounts can now show along with the organic recommendations [...]


“RIP McDonalds” – Burger King Tweets Its Offline Prank

bk-rip-mcdonalds-600 Burger King was quick on its feed today, tweeting a picture from one of its restaurants that had crafted a well-timed sympathy to the fast food chain's biggest competitor. Originally tweeted by @played_well, the Burger King photo shows a torn down McDonald's restaurant, with only the golden arches standing, across the street from a Burger King location with the condolence message "RIP McDonalds" on its outdoor sign. So far, the tweet has garnered over 200 retweets and 170 favorites. Definitely not a viral tweet by Oreo or Arby's standards, but for sure worth the #Checkmate hashtag Burger [...]


Coke Wants To Give The World A Pet Collar In Spoof Ad Offering A Cure For Social Media Addiction

coke-social-media-guard-featured Coca-Cola's latest online video campaign pokes fun at everyone's obsession with their phones, offering a solution to cure the world of its social media addiction. The ad is a spoof, promoting Coke's Social Media Guard, essentially the same pet collar a vet would use to keep animals from licking their wounds. Fashioned in Coke's signature red color, the Social Media Guard is meant to help people refrain from staring down at their phones. The opening scenes of the ad mocks how great social media can be by claiming, "It connects you to the world and the people you love," while showing famil [...]


AdRoll Launches Mobile Retargeting Solution For Cross-Device Campaigns

AdRoll Logo Today, AdRoll announced a private beta launch of a new mobile retargeting offering that enables marketers to retarget users across devices. The mobile retargeting solution allows marketers to identify high-intent desktop users and target them across mobile devices to promote app installs and conversions on mobile optimized sites. AdRoll, currently the only ad tech that integrates with both Facebook and Twitter, enables advertisers to retarget desktop site visitors as they visit Facebook and Twitter on their smartphones and tablets. Marketers can also retarget mobile web visitors when they b [...]


Facebook Rolling Out New Targeting Mechanics, All US Advertisers To Get Partner Categories Access

facebook Today, Facebook announced changes to its ad targeting features will be rolling out globally. Additionally, all advertisers in the US, including local businesses, will have access to the third-party targeting data available in Partner Categories. The new targeting options will be based on four primary targeting types: location, demographic, interest and behavior. Location: Build campaigns around any combination of geographies, including country and city (France and London), country and state (Canada and Texas), state and city (Maine and Houston), and in the U.S., state and zip code (New [...]


Will Facebook Advertisers Look Abroad? 85 Percent Of Ad Dollars Spent On Just 15 Percent Of Users [Study]

facebook-international-600 While just 15 percent of global Facebook users are in North America, the region accounts for nearly half (48 percent) of the Facebook advertising spend. In a new report that analyzed over 200 Facebook marketers, Marin Software says advertisers are under investing in Facebook in regions outside of North America. North America's user share is expected to shrink to 12 percent of Facebook users by 2015, while the Asia-Pacific region's share is expected to grow from 28 percent to 32 percent of global users by 2015. Asia-Pacific already has more Facebook users by volume than any other market but [...]


Boost Your Social Strategy With SEO Data

social media We all know that a great social strategy can help your SEO efforts -- gaining visibility and shares, helping create relationships, etc. -- but thinking about things the other way around is a little bit trickier. In other words, can you use your SEO data to help improve your social media strategy? Although this method isn't quite as popular amongst small business owners, it absolutely can help. Your SEO data is full of interesting facts and trends about your audience and your online visibility, all of which can help improve your social efforts. One man who is very knowledgeable as to t [...]


Shrewd Or Desperate: Facebook To Buy WhatsApp For $19B In Cash And Stock

money-cash-600 It's mostly a stock transaction: $12 billion in Facebook shares and $3 billion more to retain WhatsApp employees over four years after closing. (It will cost Facebook only $2 billion if the deal doesn't go through). Beyond this, WhatsApp founder/CEO Jan Koum and his fellow workers will get an additional $4 billion in cash up front. That's roughly how much it was rumored that Facebook (and Google) unsuccessfully offered for Snapchat a few weeks ago. By comparison Facebook bought Instagram for about $1 billion. That seemed like a premium way back in 2012. Now it seems like lunch money by com [...]


5 Killer Marketing Strategies Your Competition Isn’t Using…Yet

marketing strategy Small business owners don't typically have the time or resources to design and execute cutting-edge marketing strategies; that's the way of the marketing world. Big corporations like Coke and Microsoft test out new ideas in big ways, and then smaller companies adopt the new strategies that proved worthwhile. Because of this "trickle down" marketing process, insights often come to small business owners after enough time has passed to analyze the results of the big firms' efforts. In this article, we'll discuss new marketing ideas that are proven, but still fresh -- fresh enough to put your b [...]


The Less You Read, The More You Share?

social-media-content-sharing-600 As users continue to share more and more content, a lingering question remains -- how much of it is fully read and vetted? According to the popular, feel-good website Upworthy, the answer is not much. Upworthy has come onto the scene in the last year with positive stories and uplifting news. They've recently announced a new metric called "attention minutes." The goal is to find attention not only by site time, but also per article. According to the data, folks who spent 25% of the average attention minutes on an article actually shared it more than those who spent 100% of the average attention [...]


Twitter Extends Offline Sales Impact Reporting To U.S. Automotive Advertisers

Twitter-Large In conjunction with its data partner Datalogix and automotive insights firm Polk, Twitter announced today that automotive advertisers in the U.S. will be able to measure the offline sales impact of their Promoted and organic tweets. The company first introduced offline sales impact reporting for the consumer packaged goods (CPG) sector last August. For the automotive reporting, Twitter matches up unreadable, scrambled (hashed) email addresses from Datalogix, to provide information about Twitter activity in aggregate. Datalogix can then pair that Twitter activity to vehicle purchases capture [...]


Beyond Social: The Benefits To Google+ For Business

google-plus-600 Working for an online marketing company that specializes in search engine optimization for small businesses means that Google pretty much runs my life. Our email is Google. Our documents are in Google Drive. Our lives revolve around keeping up with Google algorithm changes and Google+ Local's latest and greatest ideas affecting our clients. Because we focus a lot on Google SEO, I often find myself explaining to our clients why their presence on Google+ is so important. People outside the industry tend to think it's just another social network (and one that no one is using). The truth is, wh [...]


Advertiser Claims Facebook Benefits From Fake Likes, But Facebook Says, “Fake Likes Don’t Help Us”

facebook-unlike-featured A report in The Washington Post yesterday claims Facebook is benefiting from click farms used to boost Followers and Likes, even though the social media site penalizes any advertisers they find using click farm services. Derek Muller says his Facebook page was spammed by Likes after he signed up for a legitimate Facebook promotional program in 2012. While Facebook penalizes advertisers that use click farm services, Muller says the site is profiting from the fraudulent activity. As The Washington Post explains "an army of fake followers" can decrease response rates, in effect, forcing adv [...]


Selling Search & Social To The CEO: Measure Business Outcomes

Altimeter Group Social Survey If you were one of those children that sold lemonade under a homemade stand (or, like me, sold lawn-mowing services), business was pretty simple. All it took was the product or service, the flash of a toothless smile or a knock on the door, and your weekly allowance began to grow. If only digital marketing were this easy. Let's say that back then, you needed a cash advance from your parents in order to stock up on startup supplies. And let's say in order to get this loan, you promised your parents you'd pay them back within 30 days. In this example, your parents probably don't need t [...]


Target Partners With 3 Top Designers On Pinterest To Create Collection Of Party Items

Pinterest Target is continuing to build on its relationship with Pinterest users, announcing today a collaboration with three top designers who each have a substantial number of followers on the social media site. According to an announcement on Target's A Bull's Eye View blog, the retailer is partnering with Joy Cho, of the blog Oh Joy!, Jan Halvarson of Poppytalk.com and Kate Arends, the owner of the fashion and design site Wit & Delight. Each of the designers will create a line of party products to include party décor items, paper products and serving pieces. "Pinterest is such a popular d [...]


Esurance Awarded Its $1.5 Million Prize: What’s Next & Will The 200,000 New Twitter Followers Stay

Esurance Twitter Sweepstakes Winner It was a risky move waiting until the Super Bowl had ended to advertise the start of a giant $1.5 million Twitter sweepstakes, a risk exacerbated by the fact that the game was a rout. Fortunately for Esurance, it was immediately clear that its late play broke through the noise of the actual game-time advertisers. According to new stats from Leo Burnett, Esurance's agency, there were more than 200,000 entries using the hashtag #Esurance30 within the first minute of the ad airing. Since awarding the palette of cash to the lucky winner on Wednesday night's The Jimmy Kimmel Show, the brand is now [...]


7 Things BuzzFeed Can Teach Brands About How To Be Social

BuzzFeed-Logo Last week saw the official launch of social news behemoth BuzzFeed here in Australia. In typically BuzzFeed style, they celebrated their launch with headlines such as "17 Kangaroos That Can Kick Your Butt" and by giving out bags and badges plastered with equally tongue-in-cheek Aussie catchphrases and clichés. But you don't build a business that now reaches over 150 million people just by publishing bizarre lists, so let's have a look and see what brands can learn from BuzzFeed's success. 1. Forget about the platform, focus on the content. Although platform wars are a real issue, Buzz [...]


TV Ads Go Better With Hashtags? Twitter Says So

twitter-tv-video-featured As Twitter gets set for its first earnings announcement later today, the company continues its full court press for ad dollars with claims today that television ads go better with Twitter. The company shared details from three separate studies -- all commissioned by Twitter -- that look at the relationship between TV ads and Twitter users/activity. The primary findings from each study: Using hashtags in TV commercials drives positive brand conversation. One study found that TV ads with hashtags had 42% more Tweets about the ads than those without hashtags. Twitter users are les [...]


20 Tools To Stop The Social Media Timesuck

Findings The longer I work in social media, the more I realize that the biggest danger for a social media marketer isn't proving ROI, anticipating Facebook algorithm changes or even dealing with Twitter trolls -- it's the dreaded Social Media Timesuck. You're probably familiar with it. It's what happens when you go to Facebook just to post a link to that latest blog entry but somehow end up staying for an extra 30 minutes and opening 7 new tabs. Or you fall down a Pinterest wormhole, can't stop checking in on a great Google+ discussion, or randomly decide to update your LinkedIn profile -- all while [...]


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