Posts Tagged ‘2010’
Twitter marketing tools and Uniqlo case study with Hollis Thomases at SES Chicago 2010
Byron Gordon, SEO-PR, interviews Hollis Thomases, Web Ad.vantage, on the subject of twitter automation at SES Chicago 2010. Hollis says businesses must use Twitter in a holistic way, providing information of value to followers including customer service, research, promotions, asking for feedback, to name but a few. If you plan on automating your Twitter presence, you need to monitor your tweets and who is responding to your tweets, how you are tracking clickthroughs on links tweeted, and measuring your influence by those responding to your tweets and how those tweets are impacting your brand’s influence. Hollis then discusses the UNIQLO case study. UNIQLO, is an apparel retailer, and used Twitter to leverage crowdsourcing when it came to controlling the price of a particular product. Hollis goes on to discuss her new book, Twitter Marketing: An Hour a Day, a business text for newbies and marketing professionals. The book is filled with untold case studies of brands and companies using Twitter effectively for Marketing purposes. Finally, Hollis discusses some of the newer twitter tools recently introduced including, Twitoaster, doesfollow, and Tweepsearch.
For more information about Web Ad.vantage, please visit: http://www.webadvantage.net/
To pick up a copy of Twitter Marketing: An Hour A Day, please visit: http://amzn.to/dopFXe
To learn more about speaking at SES, please visit: http://www.seschicago.com
Duration : 0:4:32
How Old Spice struck diamonds with Isaiah Mustafa at Connected Marketing Week San Francisco 2010
Byron Gordon, SEO-PR, interviews Dean McBeth, Wieden+Kennedy, about the success of their Old Spice “The man your man can smell like” YouTube advertising campaign at Connected Marketing Week 2010 in San Francisco. Dean talks about how Wieden+Kennedy measured the sentiment of the central character in the video, Isaiah Mustafa, among fans over the course of the entire video campaign. To measure the sentiment of Isaiah Mustafa’s character, Wieden+Kennedy used proprietary software called NORAD, which allowed them to pull in comments from their branded channels, and as those comments came through, and put them through this proprietary platform and allowed them to do the Q&A and edit and upload into YouTube. Then, gifts were handed out to influencers who had an existing narrative with the brand, Old Spice, this included bloggers, tweeters. Dean goes on to talk about the campaign’s use of Twitter and how effective it was in promoting the Isaiah Mustafa video. Using NORAD, the campaign architects were able to monitor the comments via Twitter of those who saw the video.
Finally, it’s the digital metrics that tell the story. With more than 1.5 billion PR impressions over the course of the campaign, becoming the #1 branded YouTube channel, and the sheer number of YouTube views (more than 130 million) to date, in a three month period, Old Spice in the body wash category, saw its sales climb 55% year over year and 107% when compared to July of 2009. Dean then shares a few lessons to those who seek to duplicate the tremendous success of the Old Spice YouTube video campaign.
Duration : 0:6:0
Search Engine marketing using Yield Software at SES San Francisco 2010
Jamie O’Donnell, SEO-PR, interviews Matt Malden, CEO, Yield Software, exhibiter at SES San Francisco 2010. Yield software handles three aspects of automated web Marketing. It has a pay per click (PPC) bid management module that includes spending on the three major search engines, Google, Bing, and Yahoo. Second, Yield software offers automated SEO or natural search engine optimization. Using Yield software, web marketers can get higher organic search rankings and learn how to improve their landing pages, link building, on-page and off-page optimization. Finally, Yield software offers web marketers landing page optimization. Using Yield, marketers can get complex multivariate testing of landing pages, using a visual drag and drop interface to automatically implement recommendations. Yield Software is great for advertisers who want to be more effective in the search space, in particular, medium and large-sized companies. Yield Software has also been adopted by digital and interactive media agencies that are conducting bid management and email campaigns in order to help them generate better search marketing results.
Yield Software delivers innovative products that automate, simplify and optimize the process of marketing on the internet. Yield empowers any organization in the world to attract high-value customers at the lowest cost. Using advanced algorithms and techniques, Yield optimizes Internet Marketing expenditures, attracts visitors to a web site and tunes web page content to have the greatest impact.
For more information about Yield Software, please visit: http://www.yieldsoftware.com
For more information about exhibiting at SES, please visit: http://searchenginestrategies.com
Duration : 0:4:48
NHLPA on how to collaborate with digital marketers and IT professionals at SES Toronto 2010
Tracy Falke, Freestyle Interactive, interviews Casey Rovinelli, Director of Marketing for the National Hockey League Players Association on the subject of how to improve collaboration between IT and marketing departments. Casey says digital marketers need a close, solid relationship with IT more than ever because of the rapid change within the Internet industry. People, the process, and the actual technology that powers a site are the top three priorities for companies to devote sufficient resources to in order to help both marketing and IT improve their communication, according to Casey. First, marketing and IT must initiate a social contract to help facilitate improved relations between both departments and better help them understand their respective needs. Second, getting the developers and the marketers in the same room can help streamline the process for a company as it promotes it newest products. Third, from a technology perspective, marketers need to give IT a “sandbox,” according to Casey, a place where IT folks can play with their latest developments and test their newest tools.
For more information on speaking at a future SES conference please visit: http://www.searchenginestrategies.com
Duration : 0:3:22
SES Toronto 2010 attendee testimonials
SES Toronto 2010 attendees talk about their conference experience.
Duration : 0:4:17
Phone call conversion tracking with Mongoose Metrics at SES New York 2010
Steve Abbey, Mongoose Metrics, discusses exhibiting at SES New York 2010. Mongoose Metrics specializes in enterprise phone call conversion tracking. Mongoose Metrics supplies clients with reliable, clear, and actionable data encompassing the entire sales cycle from customer browsing through completed sale.
For more information about Mongoose Metrics, please visit: http://www.mongoosemetrics.com
For more information on exhibiting at an SES conference, please visit: http://www.searchenginestrategies.com
Duration : 0:0:51
Jobs of the future: search marketing with Liz Gray, Page Zero Media
Greg Jarboe, SEO-PR, interviews Liz Gray, Page Zero Media, at SES London 2010. Liz is a faculty member at Fanshawe College in London, Ontario. Liz teaches a course on paid search marketing to post-graduate Marketing students, currently the only course of its kind in Canada at a college or university. Liz identified early on, given the shift of ad dollars going online, that search marketing needed to become an essential part of any curriculum on marketing in general.
For more information about Fanshawe College please visit: www.fanshawec.ca/
Duration : 0:3:49