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Internet Marketing June 11th, 2010
We are back at SES today – seems like the crowds are a little smaller but if it's anything like yesterday it will be a zoo in here by 2pm!
Sitting in on Twitter Nation:
Twitter Bots – Since they remove the RT properties, what does this mean for the original poster – falsely using other people’s content as original
Social automation is going increase dramatically over the next 5 years
Make sure you are posting useful and valuable information for your followers – don't be the loud drunk guy in the bar
Anyone can code a bot – not everyone can code a person
Don't make a fake personal account to promote the brand
The follow un-follow game still works
Follow un-follow tool needs to be semi intelligent so you don't follow people that are posting negatively
Be mindful that there are throttle point 2000 follows
Bots should have a full profile with an image and a style sheet
post general tweets
1 link per 10 tweets
all links should not be for the brand
use hash tags when ever possible
Reply and RT followers
Padding Tweets – about a month in advance… reuse others general posts
Match your audience
don't risk the main brand account
Twitter can't enforce – yet
www.automatingtwitter.com – tools
Make sure you aren't only tracking CTR, ROAS will change the story
Who gets the credit – what about the attribution mode
pull campaigns on both last touch attribution, first touch attribution, average the sales, calculate CPA
Deep Dive analytics – don't judge a book by it's cover
somewhere between first base and home plate he meet a surprise…. classic.
Every day millions of people are telling you want they want, but you are not listening
Not every KPI is a metric and not every Metic is KPI
Key Metics – what matters to te online marketer
Share of Voice in this case is't % of available traffic
How do you invest in more then one channel without knowing how they effect eachother
Undersanting the cross channel Mix and atrubution over time
Predictive analysis – not just historical Metrics – what will people be searching on your site in the next 30,60, 90 days
Key Metics – What matters to the Business
Expenses per Click
Ave order value
Share of Voice
Should be very back and white – example shown looked like a basic invoice
Metrics aren't the problem – how we use them are.
Data and reports –> analysis –> opportunities –> action –> value — but you need to understand the value before you can follow this process
Understand the desired business outcomes and goals
Manage what matters – what do we expect from our efforts and investments
how does our target audience behave
Which segments' are our most valuable? least?
What insights will you act on
The Analyst is the key, not the tools.
Interesting tool – Customer Focus Calculator – WeWe Monitor –