I had an interesting conversation about blog visitors and blog subscribers with my friend Doug Karr a few weeks ago at the Blog Indiana conference. Doug’s blog covers a wide swath of digital marketing topics, whereas Convince & Convert is of course mostly in the social media lane with occasional dalliances in email, conversion optimization, [...]
The 4 Types of Content Metrics That Matter
In a post last week, I talked about turning your content marketing upside down and focusing first on what behaviors you want your content consumers to perform. Once you’ve done that and created content that you think will drive the desired actions, you can start measuring the efficacy of your content program. Content cannot be [...]
5 Reasons Social Media Measurement is Making You Lie to Yourself
Social media measurement causes unsavory (and ineffective) marketing behavior because unlike the rest of our marketing key performance indicators, social media metrics are out there for anyone to see. Was it a surprise last week when Presidential wannabe Newt Gingrich was (allegedly) busted for having 1.3 million followers on Twitter, most of which were bots [...]
Calculate Your Blogging ROI in 9 Steps
Blogging isn’t free. Creating and sustaining a good blog for yourself or your company is a highly labor-intensive proposition. The people (maybe you) working on the blog could be doing something else that helps the company make money, save money, or both. Thus, blogging presents a serious opportunity cost to the company. Smart organizations methodically [...]
The Hitchhiker’s Guide to Tracking Website Engagement
Guest post by Petri Darby, APR, the director of brand marketing & digital strategy for the Make-A-Wish Foundation of America. In Douglas Adams’ “
SunButter Succeeds in Social Media Step-by-Step
Guest post by Libby Hall, digital strategist at the Flint Group of agencies. Here’s an example of strategic social media in action for our client, SunButter. SunButter sunflower seed spread is like peanut butter, but totally peanut-free and made from sunflower seeds, so it’s perfect for people with peanut allergies. It’s also delicious, as fans [...]
The 5 Reasons Most Companies Aren’t Measuring Social Media
We hate math. Our abhorrence for calculation enables us to mutually agree on statistically dubious metrics with nary a shrug or arched eyebrow. Consider Nielsen ratings, which are used to determine the popularity of all TV shows and, consequently, how the dozens of billions of dollars in TV advertising is apportioned. Nielsen ratings have a [...]
Have We Seen This Social Media Movie Before?
People say social media is unicorn, but it’s really just a horse. Sure, social media empowers customers like nothing before it. And of course, social media creates a new level of real-time accountability for companies previously accustomed to asynchronous communication. These are the ways social media is different. But in other ways, it’s largely the [...]
The 8 Wrong Questions PR Firms Are Asking About Social Media
The enthusiasm about social media among public relations professionals is rampant, and encouraging. Wanting to be at the center of a new way to communicate to customers and prospects is a worthy objective. But, under pressure from digital and advertising agencies each looking to be the driver of the social media express, PR firms are [...]
6 Degrees of Influence – The Value of Customer-to-Customer Connections
Guest post by Yael Davidowitz-Neu, a Sales Strategy Analyst at Google responsible for analyzing consumer behavior, search trends and market dynamics. She is deeply curious, loves all things marketing and blogs less frequently than she would like at Stickystimuli.com. While many businesses are excited about opportunities to reach their customers on the social web, few [...]
