Online Branding Blog – reactorr.com

SEO, Social Media, PPC Compared

SEO, Social Media, and PPC were recently compared for effectiveness at generating leads and sales in digital marketing between B2B and B2C in the 2011 State of Digital Marketing Report amongst 500 U.S. online marketers, with about two-thirds of all respondents identified themselves as B2B marketers.

The results? While the clear winner is SEO, about 60 percent of respondents said they will increase their budget for social media marketing; with 53 percent planning to increase their budget towards SEO and 40 about percent will be increasing their PPC budget.

While social media is clearly the trend as of late, it’s often difficult to measure. But despite this, social media is not hype. What needs to be understood is that it takes time, and it can have significant influence towards online branding efforts.

SEO might take a while before seeing signs of progress, but it’s the clear winner. With the highest conversion rates, SEO outperforms all other means of online marketing. It’s worth mentioning that while PPC can bring traffic almost instantly, it will cost more over time than SEO, and is most suitable for starting a campaign to acquire traffic until an SEO campaign kicks into high gear. Additionally, PPC only earns about 10% of the potential search traffic, and if you’re not in the top spots (which are more expensive bids) then you won’t see a lot of visits.

Report

Tags: online branding, PPC, SEM, SEO, Social Media

40 Social Media Case Studies

One of my favorite examples of an effective social media marketing campaign would have to be the one for Best Job in the World. Countless media mentions, lots of buzz, and thousands of blog entries. Not to mention the 35,000 people that applied for the job.

Created by the Queensland Tourism Board in Australia, they asked prospective employees to post one-minute application videos to YouTube so they could create a short list, and choose someone (eventually) to be the caretaker for Hamilton Island for six months. The only real task as caretaker would be to blog about how much fun he or she is having doing their “job”.

As promised, here’s a few social media case studies worth looking at…

3 Things We Can Learn From IKEA’s Facebook Campaign

How Does Microsoft Do Social Media Marketing?

Old Spice Social Campaign Case Study Video

Social Media and Car Insurance: A Match Made in Heaven?

The NBA’s Social Media Strategy

Best Buy: A social media case study

Being HUGE on Twitter – A Small Business Case Study

Old Spice – The Man Your Content Could Smell Like

How Social Media Helped Cisco Shave $100,000+ Off a Product Launch

Case study: The Home Depot

Twitter ROI Case Study – Dell Generates $3 Million in Sales Utilizing Twitter

Social Media case study – Dairy Queen

Canadian Social Media Case Study: Loblaw

Case Study: How To Blatantly Advertise Through Social Media And Get Away With It – H&R Block

Hotel Social Media Case Study: Fairmont Chicago

LEGO Click case study

Clorox: Rewiring The Brand Experience With Social Media

Social Media Marketing Case Study – Twitter Drives Traffic, Sales

Molson Canada – Harvard Business Review – Social Media Case Study

Also see:
5 B2B Social Media Winners
How Social Media Drives New Business
Barack Obama’s Social Mediea lessons for business
http://www.debbieweil.com/blog/list-of-67-big-brand-corporate-blogs/
26 social media marketing examples
300+ case studies for social media
Social media case studies from Nokia, Disney, NBC, and 17 more
Social Media ROI and the Pepsi Refresh Project
6 Social Media Marketing Case Study Lessons
Working With Your Brand Enthusiasts, Not Against Them
Integrating PR and Social Media
Understanding Luxury Brands and Social Media
3 Killer Social Media Case Studies from SMC San Francisco
5 Case Studies Of Social Media’s Viral Power
Marketing lessons from the [Grateful] Dead – David Meerman Scott
Breakdown: 4 Ways Brands Are Earning and Buying– Followers on Twitter
Why does Comcast care about Twitter?
Influence Versus Popularity on Twitter: Celebrity Kim Kardashian Social Media Case Study
1000 + Social Media Marketing Examples – Peter Kim

http://www.womma.org/casestudy/
http://mashable.com/2008/07/23/corporate-social-media/
http://nowisgone.com/case-studies/
http://www.getelastic.com/social-media-examples/

Tags: B2B, B2C, branding, case studies, case study, online branding, Social Media, strategy

Looking Forward

Let’s start 2010 with some inspirational thoughts and discussion.

How to live before you die

Steve Jobs urges us to pursue our dreams and see the opportunities in life’s setbacks — including death itself.

William Kamkwamba – Building a windmill

A remarkable story sure to inspire.

Really Achieving Your Childhood Dreams

Professor Randy Pausch’s last presentation at Carnegie Mellon talks about his lessons learned and gave advice to students on how to achieve their own career and personal goals.

Professor Randy Pausch made a surprise return to Carnegie Mellon University to deliver an inspirational speech to the Class of 2008 at the Commencement ceremony.

Personal Search Revisits

The future of search is personal. I remember hearing that from a Claria guy at Adtech. They had released PersonalWeb (now defunct). You may remember Claria from their previous brand name Gator. They had created what they called a “personalization engine” that served both Web surfers and advertisers.

Then hakia came along, but it was a short lived battle when Powerset, its main competitor, was sold off to Microsoft.

Now there is Jinni, the new video search engine. Jinni has labeled itself as the first “Taste Engine”. This based on algorithms semantic search technology and personal recommendations.

Possibly most  interesting about Jinni is their vision of the future where a search engine becomes personal and results are served based on personalized recommendations. Think how powerful that could be once tapped into social networks.

Ongoing monitoring of social networks like Twitter, Facebook, blogs, etc is in the works, with Jinni wanting to be part of the conversation, without actually becoming a social network itself.

How Brands Should Prepare for the Social Web

Developing an online branding strategy is critical for today’s business, and the many businesses looking to get involved in social media should note that not every instance is right for your business. For example, should a funeral home use Twitter? Probably not, and although that example is obvious, there are dozens of other industries that are less obvious in which people still insist on trying to make social media into something it isn’t – an advertising channel. There are car salesmen out there trying to drum up leads via twitter, credit unions looking to get on Facebook, and much more.

 

A large part of this interest would have to do with the large influx of speakers and articles saying that social media is something everyone needs to be doing. To extent, that would be true. The best way to determine if its true might be to figure out if anyone is talking about you, and what you might actually say if you started using social media. Remember – its not about advertising!

 

It’s been said before – advertising is dead. Or on life support anyways.  It took a few years, but consumers no longer trust the claims from many brands.

 

 

So what should a business do to execute their social media strategy? Figure out what makes sense for your line of business. Should you be blogging? Video marketing? Or maybe Twitter or Facebook is all you need. Maybe start a group on Ning? What other options do I have?

 

There’s forums, blogs, video, wikis, podcasts, and more. It’s about the interactions between people. Chances are there might be a conversation about your brand already. If you’re going to become involved with social media try to find that conversation and be available to engage with customers.

 

Approach things by looking at what’s already happening within the social media to decide if and where you belong. Twitter isn’t for everyone. But if you are a brand that has a following it might make sense to be involved.

 

As you evaluate your options you should note that it really takes a dedicated person to effectively manage these new channels. And for some social media options that you’re not sure whether to use or not, it’s still a real estate grab for many of them. Consider signing up with some of the bigger social media sites and stake your claim by way of preferred username.

 

And sometimes, its up to you to build that community and social network. Again, it’s all depending on your business model. Dell uses Twitter to communicate by announcing deals, and created IdeaStorm as an online suggestion box to listen to their customers.

Social Media – Not For Everyone

Social Media offers less potential for some businesses…

@loafnjug – Get a gimmick! Innovate and you shall be followed. Which reminds me, did you know the first webcam was to monitor a pot of coffee?

Tags: Social Media, twitter

Traditional Advertising versus Social Media

Forrester Research report estimates interactive marketing spending from 2009 – 2014 is on the rise. By 2014,  the online marketing budget will represent 21% of all marketing spend. This also indicates that traditional advertising is declining, but assumes overall budgets will as well.

As you’ll note by this graph from Forrester, the majority of budget is earmarked for Search Marketing, but I would think there could be changes to budgets being allocated to social and mobile in the future.

Forrester analyst Shar VanBoskirk alerts marketing and media professionals with a dire warning, “The cannibalization of traditional media will bring about a decline in overall advertising budgets, death to obsolete agencies, a publisher awakening, and a new identity for Yahoo!”

An interesting point to note – when it comes to search engine marketing and search engine optimization, the latter is the larger market. About 20% might click on PPC ads, but the campaign is created almost instantly. With SEO the time to rank can be from 3 months to a year or two, depending on the competitiveness of the industry and a dozen other considerations. When asked which is the best direction moving forward, I’ve always said both. Your SEM campaign can drive business until your SEO begins to work for you.

Does Social Media replace advertising? No, its just another channel to work with. Just like TV never replaced radio, and the Internet never replaced television.

Social Media Impact

We’re on the verge of a huge shift.

I can’t put my finger on it, but a lot of advancements in techology like smart phones, social media, and much more give me the impression that we’ll soon witness some noticable changes in how we go about getting things done.

With the advent of consumer journalism and social media, we are now empowered moreso than any other time in history. We’re controlling what we read, and view, and also have a direct impact on what others see by the power of our vote. News all over the world can now be reported in real time. From Twitter and social bookmarking sites to CNN’s iReport, we’re now the correspondents. Know as consumer journalism, technology and social media are the tools of the trade and they bring truth.

But what’s really amazing is the impact all this can have, and the change that it can make. Take the recent events that are happening in Iran for example. After the recent elections,  a landslide win led to riots over the concerns of voting fraud, and created Iranian protests worldwide. Technology and Social Media makes the truth prevail.

Using Twitter, news of the civil unrest leaked out in real time. People not only tweeted about what was happening around them, they shared via cell phones and uploaded video of riots in the street from their phones to youtube. While the Iranian authorities prohibited journalists from reporting, social media tools kept us informed. Iran’s authorities later attempted to block communications such as TV, radio and cellphones, but the Internet proved to be more challenging. To illustrate the Iran election and use of social media, see this timeline.

When there was an earthquake in China, people twittered it as it was happening! CNN didn’t break the story for another couple hours.

But beyond social media for current events and trends, how do you use it for your business? You can use social media tools to empower your employees.  So long as you have a social media policy of some kind, why get in the way of the conversation? But how you might use it for a business is for another time.

Here’s an interesting clip from the Ted talks that’s a must see;

Clay Shirky – How Social Media Can Make History