Posts in Content

Food Network Star finale scores big for Scripps Network

This week it's all about media & technology on our weekly showcase of The Dachis Group's Social Business Index.

Our focus is on two well-known brands - a digital marketing and technology company and a media company known for its food and home renovation channels – as analyzed by Allison Squires of the Dachis Group. 

We'll also take a glimpse at the top twenty brands on the Social Business Index, a real-time ranking of more than 30,000 global brands based on their performance in the social space, to see how the biggest brands in social are faring.

1 comment

Building a commercial framework for social media engagement: a four step process

This week I overheard a major social media competitor tell a prospective client: "...well, you can't really measure social media commercially can you? It's like gravity, you know it's there even though you can't see it, so you just have to keep working on it, right?"

I hit the proverbial roof...

Firstly Einstein, (not his real name), you can most definitely measure gravity. And you can also measure the commercial value of social media too, if you engaged a brain cell or two.

Within the context of my obvious agitation with this and the sector in general, I wanted to share how we tackle this in the hope that, in some small way, we can start engaging in social media with a structure and level of respect that it deserves.

What follows therefore is a four step process to build a commercial model for social media engagement, part of a much broader internal framework, but I hope still useful to many of you.

5 comments

Will Panda kill the freelance SEO star?

Before going on, I want to make one thing clear. I am not setting out to be intentionally provocative with this article. It goes without saying that there are some excellent freelance search experts able to offer their clients first class advice in how to plan and execute an SEO strategy.

Instead, I am driven by helping those buying digital marketing services, SEO in particular, to make more informed decisions when sourcing external partners and agencies.

I am passionate about SEO, and digital marketing more generally, but I also understand it has its pitfalls, the main one being the complex, crowded and confusing market for SEO services.

As such, my purpose is not to antagonise the world of freelance SEO but to simply encourage buyers to question whether it is realistic for a freelancer to deliver every aspect of a highly effective SEO strategy on their own.

43 comments

Geo-rankings: an SEO KPI game changer

MEC has contributed to a white paper which will be published by Linkdex that reveals ground-breaking findings about how the location a search is made from affects Google rankings. 

67% of the time, if you rank in the top 30 for a keyword in one location you will not rank for that keyword across all other locations.

Also, when location is not set, the average keyword ranking deviates by four whole positions.

17 comments

American Eagle: Bringing offline to online and vice versa

American Eagle (AE) was founded in 1977 and now has over 1,000 stores in the US, Canada, Asia and the Middle East. As more and more customers are moving online, AE has been adopted a strategy of bringing offline to online and vice versa. 

When you have a store front, it's much easier to get your offline message out to the customers who love your product. They are already coming in to buy so you have a chance to integrate that experience with an online one or just make them aware you have one!

0 comments

Does social media necessitate a 24/7 agency?

It's 2:00 p.m. on Sunday. Your brand is buzzing on Twitter and there may be an opportunity to capitalize. Do you know where the folks at your agency are at?

While anybody who has worked in agency world for any length of time is familiar with long hours and grueling schedules, there's a decent chance that the people you need to reach on that hypothetical Sunday afternoon aren't sitting in front of the office at a computer manning your company's social media dashboard. 

10 comments

How to improve customer experience with effective onsite search

Custom sort options

Search optimisation is a well-discussed and documented marketing strategy to increase the visibility of your site and help customers find you.

But when we talk about search, most marketers focus their energy and investment in optimising content keywords, search engine ranking positions (SERP) and often overlook the power of an effective on site search engine.

4 comments

Facebook and its changing metrics

Brand marketers may 'like' Facebook, but the world's largest social network has created numerous challenges. ROI is often hard to find; Facebook says it can take a year to produce. And despite the promise, certain kinds of initiatives may simply not work.

Now that it's a publicly-traded company, Facebook is under even greater pressure to live up to its valuation, which currently reflects the fact that investors believe the social network has significant room to grow. To deliver the necessary growth, it has to find ways to convince marketers that it's a productive marketing platform.

Unfortunately for everyone involved, that may not be easy, and it may create big headaches.

3 comments

Start Me Up! A profile of The Professional Copywriters' Network

The Professional Copywriters' Network is a free-to-join membership site for UK commercial writers, aimed at improving the profile of copywriting as a profession and providing a place for writers to network, chat and support each other. 

It was launched by professional copywriters Tom Albrighton and Ben Locker. 

I've been asking Tom, also an Econsultancy guest blogger, about the site... 

0 comments

How should Shell respond to its 'social media oil spill'?

When disaster strikes, brands can quickly find themselves in the social media crosshairs. Just ask BP, which found itself under attack when a horrible oil spill caused a PR nightmare the likes of which only a crisis PR firm could enjoy.

But with consumers and activist groups becoming more sophisticated in their use of social media, brands are increasingly discovering that a social media crisis can strike at any time -- for good reason, or no reason at all.

4 comments

Charitable giving emerges from the dust left behind by the rise of mobile

As mobile devices sweep the nation, non-profits are eager to invest in mobile friendly websites and apps that maximize their exposure to these new tech-friendly audiences.

According to the Charity Navigator, in 2011 a total of $298.42 billion was given to charities by Americans. Giving by individuals (not corporations) represented nearly 9 out of every 10 dollars donated in 2011.

Non-profit organizations continue to utilize traditional marketing methods to promote thier cause, but they are now embracing digital marketing and the opportunities to reach new donors on a global scale. 

1 comment

Huh? Autodesk buys mobile video startup Socialcam for $60m

Investors are pouring big bucks into startups, and when it comes to their mobile investments, photos and videos are where it's at. And for an obvious reason: following Facebook's still-pending purchase of Instagram for $1bn, investors are hoping they can fund the next big acquisition target.

But predicting who will be acquired, and by whom, can be a tricky exercise. Case in point: today, Autodesk announced that it is acquiring mobile video startup Socialcam for $60m.

2 comments