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ClickZ Live San Francisco – We’re Speaking on Content Marketing and Big Data

ClickZ Live

We’re off to sunny San Francisco in a week or so for the ClickZ Live digital marketing conference!

I’ll be speaking on behalf of Majestic at a theatre session on Wednesday 13th August entitled: How to Use Link Data to Boost Your Social Media and PR Efforts

The premise behind my talk will be that Big Data has so much more potential than just being a buzzword, and I’ll provide a smorgasbord of ideas and case studies that will show the audience how to quickly and easily get ahead of the competition with a little bit of lateral thinking across the disciplines of social media and digital PR.

Immediately after that I’ll take the stage with the fabulous Katherine Griwert from Brafton on: Scaling Engagement: How to Drive Results with an Efficient Content & Social Strategy

Here’s the blurb on that session:

If you’re interested in engaging customers online, you’re probably already posting content on social media. Even though the average company uses 6 social networks for marketing, they’re largely “unsure” about the results. So how do you know what to post, and when, and where, if you want social ROI that really matters? A multi-channel content approach sounds like a lot, but a smart strategy has built-in opportunities to engage prospects and influencers. In this session, led by content marketer Katherine Griwert and Digital PR specialist Mel Carson, we’ll walk you through tips and tactics on strategic content for social.

You’ll learn answers to common challenges, including:

  • How to tap into social conversations to create engagement-focused content
  • How to carry one content asset across your social pages for maximum ROI
  • What types of unique headlines, hashtags and interactions work on leading networks
  • How to get the right influencers to share your brand’s message for better engagement and reach
  • Simple ways to measure success so you can make intelligent, efficient content choices

Brafton were kind enough to interview me a couple of months back on personal branding strategies and I’m thrilled to be working with them on delivering a top-notch session for the ClickZ Live audience in San Francisco.

Hope to see many of you in California for this fabulous event.

If you won’t make it, we’ll be sure to post the presentations on SlideShare soon.

Cheers,

Mel

How To Find And Reach Out To A Social Influencer? – Simply Measured Webinar

Every marketer knows that “people are powerful distribution channels for your brand message”, said Jon Dick a couple of weeks ago during a wonderful webinar we watched here at Delightful.

However, the question this poses, he went on to say, is: How can you get people to talk about your brand?

The webinar organized by Klout and Simply Measured answered this question for us by introducing how to successfully manage an influencer program for your brand. Featuring Jon Dick from Klout, Uri Bar Joseph from Simply Measured and blogger and digital marketing influencer Jess Estrada, the webinar showed how to identify, engage, and measure the success of relationships with influencers.

Below are the 4 top takeaways I found compelling from the one hour webinar:

Find the right Influencer

According to Jon, there are three dimensions for finding the right influencer: reach, relevance, and resonance. The Klout score measures reach and resonance, that is to say, the more people they reached and the more engagement they drove, the higher the Klout score they have.

Uri put “relevance” as the starting point of identifying an influencer. An influencer should be relevant to your branding goal in:

Location

Industry

Networks

Keywords

LINK! See what he did there?!

He also suggested you, “Choose the right influencers rather than the popular ones.” Don’t always focus on how many followers they have, remember that relevance and resonance are equally important parameters to be valued.

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Pay attention to Citizen Influencers

According to Edelman’s research, a much greater degree of trust is afforded those with specific credentials or those with similar perspective. 62% of people trust “a person like me” while 43% of them trust a CEO. Citizen influencers are those people just like you and me on social media. They are active social content creators, and they have their own audience but not massive followers. Although they don’t have massive reach, citizen influencers are more likely to drive engagement and results. Trying to find this breed of influencers will surprisingly benefit your program.

Personalize the relationship

Quizzed about how to effectively manage relationship with influencers, Uri said, “Influencer programs are all about relationships, you are trying to build a relationship with a person.” Personalizing each influencer interaction when reaching out to them was a strategy valued by all three presenters. It’s important to do thorough research on them before sending out the message.

Jess Estrada mentioned that “90% of emails I get are standard PR pitches of things I never read or talk about on my blog. Why don’t they read my blog?” It’s very obvious that this kind of message would easily be marked as a spam. Creatively customizing your strategy towards each and every influencer will make them feel valued and appreciated. As Jess said, she’s naturally more likely to share information about the brand with her audience if she’s more engaged in a relationship with it.

Be specific and clear

As Uris says, managing relationships with influencers is more like creating an experience for them. “Don’t treat them as a PR people or media people that their entire purpose is just amplify your message, they want to see value out of this relationship.”

Being specific and clear about your expectations and how they can benefit from the relationship is the key when reaching out to the influencers.

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I hope you enjoyed reading this post. Know that here at Delightful, we’ve had great success in managing influencer programs as part of our digital PR services, so if you have a need, do get in touch.

Best regards,

Bianca Hu – Delightful Digital PR Co-ordinator

We’re Helping Judge the US Search Awards – Entries Close this Friday #USSearchAwards

Judge Mel Carson Twitter panel

For the second year running I’ve been asked to judge the US Search Awards which had it’s baptism of fire to much acclaim in Vegas last year at an event few will ever forget.

It’s always a pleasure and eye-opener to see what great work brands and agencies have been up to over the last year and I’m sure 2014’s will be bigger and better.

The entries close this Friday 18th, so get applying here: US Search Awards!

One top tip to bear in mind if you’re applying is: Don’t rush your application and follow the instructions.

It amazes me how some marketing managers charged with submitting their company entry do so in a haphazard way. You have to remember that, as judges, we’re often looking at hundreds of entries, so don’t make yours easy to dismiss on account of its sparseness or lack of signposts that you understand the category and have aligned your success closely to it.

Hoping to see many of you at Pubcon this year to celebrate that great event and the winners of the US Search Awards 2014!

Get submitting those entries NOW!

Cheers,

Mel

Watch Sir John Hegarty’s Hilarious Take on Big Data at #CannesLions

I’ve not been to Cannes Lions for a couple of years now, but  I always keep up with what’s going on through these digestible snapshots of what went on on main stage via their YouTube channel.

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Sir John Hegarty

In the below highlights from Day 6 last month, Sir John Hegarty from advertising agency BBH, talks brilliantly and hilariously about the (not so) new fad surrounding the obsession with “big data”.

Refering to advertising in particular he nails is by saying, “Data has always been important….it’s called consumer knowledge. The idea that this is going to be the solution to everything and it will give you the answer is BS.”

He continues that if everyone is looking at the same data, everyone will come to the same conclusions and they’ll all produce the same work.

“The idea of data is to take you to a point, and then you go now what do you think about it? What do you feel about it? It doesn’t have the answer. It just asks a set of questions…….call it what you like but it is just data.”

I’ve always felt the same way about the way people have talked about big data in the realms of digital marketing and PR. In our work with Majestic, the remit has always been to use the plethora of data they provide to ask just those questions. To use it to provide additional holes in a problem down which to travel and find a solution. Whether it be an issue with SEO, market intelligence or an opportunity to discover new opportunities to build relationships with writers and journalists.

Big data is not an end in itself as it doesn’t have all the answers. Businesses need to know how to slice and dice it to answer questions beyond the numbers. And those questions often involve asking your customers and potential customers how they feel, something the great Jim Sterne has always encouraged us to do.

When was the last time you got out from behind your analytics dashboard or scorecard and had a real life conversation with a customer?

Try it. You might be surprised by what you uncover and how it relates (or not) the the data you have.

Until next time,

Mel

Delightful Helps Bing Ads Bring ClickZ Live NY To Life Through Video

One thing I was most proud of during my time at Microsoft were the videos we created at Advertising Week and the Cannes Lions Festival of Creativity.

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For about four years I’d travel to these events with a plan to bring them alive for people (as my former boss Jenny Leahy used to put it) “outside the room.”

The videos were then used to promote our presence, be repurposed for other marketing activities and really expand the reach of Microsoft Advertising’s investment in those industry get-togethers.

Recently, the guys from Bing Ads asked me to create one for them. This time I did much of the filming and photography myself and we crowd sourced the rest of the content from other Microsoftees on the ground at the event.

The footage was then sent to my go-to video people >> Cherry Media << in the UK who we worked with in New York and Cannes.

And this was the resulting edit:

You do have to invest in good equipment and editing to create great video, but it doesn’t have to cost the earth. With experience you can start to pick up techniques and visualize how an end edit might look as your filming content at events.

Make sure you check back to the Delightful Blog in a couple of weeks when I’ll be giving some tips on what to look for when filming events for social media amplification.

Thanks for reading/watching!

Mel

Forget the History of SEO. This is SEO NOW. Download the eBook & Learn!

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Representing Majestic SEO in the US as their Brand Ambassador, I not only get to work with some of the smartest minds in internet technology, big data extraction and actionable analytics, but I get to keep my hand in one of the oldest disciplines that exists in web marketing.

SEO (or Search Engine Optimization if you have stumbled upon this post in error but are still reading) has brought to my professional career some of the best conversations and most endearing relationships I’ve ever had. So when the chaps at the SEO software company, Linkdex, asked to interview me for an eBook on the state of SEO right now, I leapt at the chance to express some of my thoughts on where we are with SEO and what I’ve learned from those conversations and relationships, and what I’ve picked up over the last 18 months through client interaction at Delightful Communications.

You’ll hear not just from me, but read wisdom from people like Danny Sullivan, Bruce Clay, Marty Weintraub, Dixon Jones, Andrew Girdwood, Cedric Chambaz, Eric Enge, Marcus Tandler, Sara Clifton, Rhea Drysdale, Josh Braaten and Aleyda Solis to name but a few.

It maybe 300 plus pages but the insight you’ll glean from its pages will carry your understanding and effectively equip you to navigate SEO for the next 300 years (well almost).

Download the SEO NOW eBook……….NOW!

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Personal Branding > Learn How to Brand Yourself at ClickZ Live NY

In 3 weeks time I’ll be in New York for ClickZ Live, the digital marketing conference programmed by digital marketers.

ClickZ Live New York

I’m teaming up with the fabulous Erin Zefkeles from Bing Ads to give an expo theater presentation:

Personal Branding – How to Stand Up and Stand Out as a Digital Marketer

The internet is not just crowded with brands vying for consumers’ attention at every turn, it’s jam packed with gurus, experts and aficionados who claim to be “AdWords Obsessed” or “Social Media Divas” who promote themselves as the thing you need to take your business to the next level through digital marketing. In this session, Mel Carson from Delightful Communications and Erin Zefkeles from Bing Ads, will explore why taking care of your personal brand is so very important in the digital age, and how you can position yourself as an authentic, educated and trustworthy source of advice to your clients and potential customers. There won’t be a whiff of snake oil, we promise!

The session will definitely be different by focusing on how individuals can enhance their personal brands through digital, and in turn help the brands they work for.

The ClickZ Live team are a valued client of Delightful’s, and Erin and I are grateful they’re so enthusiastic about letting us bring this kind of wisdom to their audience!

Learn more about how to register for the event here, follow ClickZ Live on Twitter for the scoop in the run up to this awesome event and do check out what Delightful offers in the way of personal branding services.

Do CEOs Get Digital Media? Here’s an Infographic That Tells You When They Do!

Spotted this from Gal Borenstein on The Hub Comms where, ahem, I write an article every couple of weeks.

Sums up a few of the ways I’ve been persuading CEOs and senior executives they need to be thinking.

It pains me when I get pushback from exec comms people who say, “he or she just doesn’t have time”!

We all make time to listen and learn and, in my opinion, industry leaders need to lead this understanding from the front.

Relying on trusted advisors is ok for detail, but not understanding the general landscape or being oblivious to the latest trends in your industry is corporate suicide, when those trends change daily!

Video: A Delightful T-Shirt Airbrushed by “Paint By a Girl”

One great thing about my wife still working at Microsoft, is the odd invite we get to a sumptuous party.

Just before Christmas, we went to her team’s holiday soiree at the Bellevue Art Museum where there were a number of funtivities going on as people mingled with wine and started winding down for the year.

Delightful T-Shirt

We made a beeline for the crew from Paint By a Girl who do all sorts of airbrush art and even create custom Ugg boots!

I handed over my business card with the Delightful logo on it, and this is what happened!

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