; =09 Larry Chase's Web Digest For Marketers As you know, everyone's buzzing social media. But what should you do about it? Below are 12 tactics and resources for you to dive into right now. WDFM is sponsored by... eMetrics Marketing Optimization Summit San Francisco, May 4-7, 2008 Be prepared for the next step in marketing. The smartest minds in marketing optimization will gather to contribute to the eMetrics Insights Report - the most cutting edge, critical thinking about the future of marketing optimization. Click to get the free eMetrics Insight Report: Click to Register for the eMetrics Marketing Optimization Summit now: Don't be left out. Coming Attractions: The next 3 issues of this article are: 1. Secrets of on Email Article Publisher (that would be me) 2. Top Trends for Interactive Marketing for the Next 10 Years 2.0 (also me) 3. Top Tips for PPC Copy contributed by PPC guru Mona Elesseily Did someone forward this email article to you? I invite you to buy online yourself at no charge so you can get the above upcoming issues as soon as we publish them. Buy online to this article at Attention Bloggers: You can link to the content of this article at and know it will live there permanently. Social Media Madness: It seems every 5 minutes there's a new social media site or an entire new channel demanding your attention. Which should you focus on and which should you ignore? In this issue, social media expert Lee Odden give us direction on what trends, sites and resources are worth your time and attention. Lee writes one of the more popular Internet marketing blogs - the Online Marketing Blog - which is well worth your time. He is CEO of TopRank Online Marketing a Internet marketing agency that specializes in helping companies increase website traffic, sales and brand visibility through a holistic mix of search marketing, online public relations and social media. Now, without further ado, here's social media expert Lee Odden with his top tactics and resources for social media. Take it awaaaaay, LO... Social Media Marketing Tactics & Resources With the sheer volume of information sources both online and offline on the topic of social media, it can be difficult for marketers to separate the signal from the noise. Navigating a sea of strangely spelled site names including, FaceBook, MySpace, Twitter, Flickr, YouTube, Wikipedia, Digg, StumbleUpon, Delicious and Technorati can be overwhelming. Talk to most social media experts and you'll undoubtedly be confronted with terms like "conversation", "transparency" and "the social graph". What does it all mean? In the spirit of the social media topic, I thought I'd make this article a bit social and ask some of the top social media marketing and PR experts on the web about their favorite social media strategies, tactics and resources plus include a few of my own. 1. Social media is characterized by a set of common actions such as creating a profile, growing a network of "friends", submitting, voting and commenting on content. Consumer information consumption and sharing trends should motivate content publishers to make it easy for readers to interact in this way. With over 100 million blogs being tracked by Technorati, there's a tremendous audience looking for ways to stand out. Your providing widgets or tools for blogs to do so can attract links, traffic and facilitate social interaction. For example, TopRankBlog.com offers a social bookmarks tool for blogs to make it easy for their readers to bookmark, share or submit blog posts to social news and bookmarking sites. This tool is in use by over 60,000 blogs that link back to it. The RSS buttons tool that makes it easier for blog readers to buy online using their favorite reader has attracted over 400,000 links to TopRank's Blog. 2. Social media guru Neil Patel of ACS and the Pronet Advertising social media blog offers sage advice for blog owners who do hit the jackpot and have content that goes hot. "If you happen to get lucky by achieving a front page story on a social news site, hopefully your server stays up. Sites like Reddit and Slashdot can drive a lot of traffic and links, but if your site can't stay up you will not see any of those links. Maxpower explains how you can install and configure WordPress cache, so your site will stay up for social media traffic." 3. Social media consultant Muhammad Saleem writes about and practices social media marketing extensively and has put his lessons learned into "The Social Media Manual: Read Before You Play" . It's an excellent primer for any marketer looking at social media marketing as a channel. 4. Public relations and social media expert Brian Solis of FutureWorks documents his thoughts on the future of communications, whether it's integrated marketing or public relations, with a seminal post: "The Social Media Manifesto - Integrating Social Media into Marketing Communications" WDFM is also sponsored by... Forrester Predicts Interactive Marketing Tools Must Merge Download this white paper of Forrester predictions that include: * Enable a single view of the customer * Make partner applications collaborative * Simplify interactive marketing Download Whitepaper Now: 5. When it comes to learning about social networking, the place to visit is Mashable , which was founded by Pete Cashmore. Rohit Bhargava who is the author of "Personality Not Included" and Senior VP of Digital Strategy & Marketing at Ogilvy (btw, he coined the phrase "social media optimization") agrees: "If you want to keep up to date on the latest in social media news, Mashable needs to be your first stop. It's one of the few resources I try to read daily." A great example of the useful content you can find at Mashable is this collection of "15 Free Social Media White Papers and Ebooks" that includes papers from Carnegie Mellon, American Express and social media consultant Chris Brogan. 6. The new book "Groundswell: Winning in a world transformed by social technologies" by Forrester Analysts Charlene Li and Josh Bernoff, discusses how the trend of people connecting with and depending on each other online is clearly accelerating. It includes case studies from the likes of Dell, Yahoo! and HP. Rohit Bhargava says, "Forrester analysts Charlene Li and Josh Bernoff are high on my list of bloggers and influential marketing minds worth reading, no matter what they write". 7. Mike Moran chimes in with several online social media resources, including Micropersuasion , written by Steve Rubel. Mike, who is from IBM, is author of "Search Engine Marketing Inc", "Do it Wrong Quickly" and a sought-after speaker on all things digital marketing. He says, "Steve Rubel (one of the best-known online public relations experts) writes this wide-ranging blog commenting on public relations and social media based on technological change." He also recommends Scobleizer , saying: "Text and video blogger Robert Scoble is on the cutting edge of social media and new Internet marketing techniques." 8. Jason Falls , a social media explorer and strategist for Ad Agency Doe Anderson, offers up several must-read blogs: and . He also suggest these books on social media marketing: "Anatomy of Buzz" by Emanuel Rosen, which offers an incredible look at the power of word-of-mouth marketing; and "Citizen Marketers" , by Jackie Huba and Ben McConnell, which details the marketing power shift to the consumer. It is rich with case studies. WDFM is also sponsored by... MarketingSherpa Webinar =96 Sign up now Attend "Optimizing B2B Email Marketing for Lead Generation" and learn how to: * Improve the odds of your emails being noticed and read, and your offers converted * Allocate and justify your budget for email marketing * Increase sales-ready leads with segmentation, automated nurturing and follow-up activities And more in this 1 hour webinar sponsored by Marketo. Register at 9. To take advantage of SEO friendly social media sites, social media marketing guru Chris Winfield of 10e20 suggests this blog post: The Niche Social Media Site List . He says, "This is a regularly pruned and updated list of niche social media sites maintained by Andy Hagans. These are the sites that can actually drive targeted traffic and get you links in your niche." 10. There are many fast-growing, up-and-coming social media promotion channels and one that stands out is microblogging platform Twitter . Accessible by phone or through the Web, this "many to many" ongoing conversation between connections is often compared to a dinner party that never stops. Peek in to see what your peers are saying or post questions to a difficult, but succinct (140 characters) problem. Despite the posts about delayed flights and what's for dinner, Twitter's real value is a steady stream of what's on the minds of people you're interested in. In a recent poll at the Online Marketing Blog , readers indicated that the top 3 reasons for using Twitter were a place to share links of interest, networking and reinforcing current network contacts. As a social networking and communications tool, Twitter keeps you top of mind with your social community and also offers short and productive information sharing. 11. To monitor measure the effect of your social media marketing and promotions, you can use a variety of individual services like Google Alerts, RSS feed subscriptions search results and forum tracking software. Or you could use one of several smart systems that not only pull in all the data from the blogosphere, forums and social media sharing sites, but also that rank content sources. For example, Radian6 assigns influence scores to each blog it tracks to give marketers a better idea of which blogs are better to advertise on or pitch stories to. Other social media measurement tools include BuzzLogic, Collective Intellect, Trackur and Serph. 12. Our final resources/tips on monitoring social media come from another Forrester analyst, Jeremiah Owyang, who provides consistently insightful and useful observations, best practices and actionable how to's on the Web Strategist Blog . Jeremiah recommends setting up customized Google alerts to track topics of interest, watching leading headlines on Techmeme.com and parsing conversations both on Twitter.com and on your blog reader. Has social media marketing found a seat at the big table in most organizations? Not directly. Corporations are folding social media marketing tactics into their search marketing, public relations and new media efforts, for sure. However, you won't see a VP of Social Media with his or her own cost center and headcount in the near future. The lack of standards and measurement mean social media as a marketing channel will need to mature before it becomes a part of mainstream marketing at the same level as PR or interactive. In the meantime, marketers will continue to test the social media waters tactically, refining to see what works and where it fits within an overall marketing program. Direct Marketing Tip of the Week Good Copy, Wrong Keyword Phrase Let's say you've got lousy results on a particular PPC ad you're running. It might be the copy, it might be the keyword, or it might be both. Before you throw out everything and start over, try your copy with another set of keyword phrases. Your copy could be great and just hooked up to the wrong keywords and thus not resonating with the audience searching for that particular phrase. LC HOUSEKEEPING If you want to change the email address at which you receive WDFM, do the following: 1. Remove your email address as explained directly below. 2. Then go to and enter your new email address. If you received this issue from a colleague and you wish to have your own free subscription, you can get that by visiting and filling out the subscription form. It takes less than a minute. I encourage you to pass this issue of WDFM along, provided you do not change the copy, you keep the opening and this closing material, and you notify me: Ok, you don't have to notify me, but if you do, I will thank you personally. :) Thanks for reading all the way down to the bottom of this article! :) See you next week! Cordially, Larry Chase: Publisher Web Digest For Marketers Author: "Essential Business Tactics f/t Net" Sample chapter at Ph: (212) 619-4780 Contact Larry: Web Digest For Marketers, 79 Pine Street, #102, New York, NY 10005 =A9 1995-2008 Chase Online Marketing Strategies, All Rights Reserved. To cancel your subscription to Web Digest For Marketers and FYI From Web Digest For Marketers simply click on the link at the very bottom of this document. Cut and paste the URL into your browser to purchase. ; 7bit Larry Chase's Web Digest for Marketers h3 { font: 13px/1.2 Verdana, Arial; font-weight : bold; color: #000000; } You can view this article on the web by pasting the address below into your browser: As you know, everyone's buzzing social media. But what should you do about it? Below are 12 tactics and resources for you to dive into right now. WDFM is sponsored by... eMetrics Marketing Optimization Summit San Francisco, May 4-7, 2008 Be prepared for the next step in marketing. The smartest minds in marketing optimization will gather to contribute to the eMetrics Insights Report - the most cutting edge, critical thinking about the future of marketing optimization. Click to get the free eMetrics Insight Report Click to Register for the eMetrics Marketing Summit now Don't be left out. Coming Attractions: The next 3 issues of this article are: Secrets of on Email Article Publisher (that would be me) Top Trends for Interactive Marketing for the Next 10 Years 2.0 (also me) Top Tips for PPC Copy contributed by PPC guru Mona Elesseily Did someone forward this email article to you? I invite you to buy online yourself at no charge so you can get the above upcoming issues as soon as we publish them. Buy online to this article at Attention Bloggers: You can link to the content of this article at and know it will live there permanently. Social Media Madness: It seems every 5 minutes there's a new social media site or an entire new channel demanding your attention. Which should you focus on and which should you ignore? In this issue, social media expert Lee Odden give us direction on what trends, sites and resources are worth your time and attention. Lee writes one of the more popular Internet marketing blogs - the Online Marketing Blog - which is well worth your time. He is CEO of TopRank Online Marketing, a Internet marketing agency that specializes in helping companies increase website traffic, sales and brand visibility through a holistic mix of search marketing, online public relations and social media. Now, without further ado, here's social media expert Lee Odden with his top tactics and resources for social media. Take it awaaaaay, LO... Social Media Marketing Tactics & Resources With the sheer volume of information sources both online and offline on the topic of social media, it can be difficult for marketers to separate the signal from the noise. Navigating a sea of strangely spelled site names including, FaceBook, MySpace, Twitter, Flickr, YouTube, Wikipedia, Digg, StumbleUpon, Delicious and Technorati can be overwhelming. Talk to most social media experts and you'll undoubtedly be confronted with terms like and "the social graph". What does it all mean? In the spirit of the social media topic, I thought I'd make this article a bit social and ask some of the top social media marketing and PR experts on the web about their favorite social media strategies, tactics and resources plus include a few of my own. 1. Social media is characterized by a set of common actions such as creating a profile, growing a network of submitting, voting and commenting on content. Consumer information consumption and sharing trends should motivate content publishers to make it easy for readers to interact in this way. With over 100 million blogs being tracked by Technorati, there's a tremendous audience looking for ways to stand out. Your providing widgets or tools for blogs to do so can attract links, traffic and facilitate social interaction. For example, TopRankBlog.com offers a social bookmarks tool for blogs to make it easy for their readers to bookmark, share or submit blog posts to social news and bookmarking sites. This tool is in use by over 60,000 blogs that link back to it. The RSS buttons tool that makes it easier for blog readers to buy online using their favorite reader has attracted over 400,000 links to TopRank's Blog. 2. Social media guru Neil Patel of ACS and the Pronet Advertising social media blog offers sage advice for blog owners who do hit the jackpot and have content that goes hot. "If you happen to get lucky by achieving a front page story on a social news site, hopefully your server stays up. Sites like Reddit and Slashdot can drive a lot of traffic and links, but if your site can't stay up you will not see any of those links. Maxpower explains how you can install and configure WordPress cache, so your site will stay up for social media traffic." 3. Social media consultant Muhammad Saleem writes about and practices social media marketing extensively and has put his lessons learned into "The Social Media Manual: Read Before You Play" . It's an excellent primer for any marketer looking at social media marketing as a channel. 4. Public relations and social media expert Brian Solis of FutureWorks documents his thoughts on the future of communications, whether it's integrated marketing or public relations, with a seminal post: "The Social Media Manifesto - Integrating Social Media into Marketing WDFM is sponsored by... Forrester Predicts Interactive Marketing Tools Must Merge Download this white paper of Forrester predictions that include: Enable a single view of the customer Make partner applications collaborative Simplify interactive marketing Download Whitepaper Now 5. When it comes to learning about social networking, the place to visit is Mashable, which was founded by Pete Cashmore. Rohit Bhargava, who is the author of Not Included" and Senior VP of Digital Strategy & Marketing at Ogilvy (btw, he coined the phrase "social media agrees: "If you want to keep up to date on the latest in social media news, Mashable needs to be your first stop. It's one of the few resources I try to read daily." A great example of the useful content you can find at Mashable is this collection of "15 Free Social Media White Papers and Ebooks" that includes papers from Carnegie Mellon, American Express and social media consultant Chris Brogan. 6. The new book Winning in a world transformed by social by Forrester Analysts Charlene Li and Josh Bernoff, discusses how the trend of people connecting with and depending on each other online is clearly accelerating. It includes case studies from the likes of Dell, Yahoo! and HP. Rohit Bhargava says, "Forrester analysts Charlene Li and Josh Bernoff are high on my list of bloggers and influential marketing minds worth reading, no matter what they write". 7. Mike Moran chimes in with several online social media resources, including written by Steve Rubel. Mike, who is from IBM, is author of "Search Engine Marketing Inc", "Do it Wrong Quickly" and a sought-after speaker on all things digital marketing. He says, "Steve Rubel (one of the best-known online public relations experts) writes this wide-ranging blog commenting on public relations and social media based on technological change." He also recommends Scobleizer, saying: "Text and video blogger Robert Scoble is on the cutting edge of social media and new Internet marketing 8. Jason Falls, a social media explorer and strategist for Ad Agency Doe Anderson, offers up several must-read blogs: and He also suggest these books on social media marketing: "Anatomy of Buzz" by Emanuel Rosen, which offers an incredible look at the power of word-of-mouth marketing; and "Citizen by Jackie Huba and Ben McConnell, which details the marketing power shift to the consumer. It is rich with case studies. WDFM is sponsored by... MarketingSherpa Webinar – Sign up now Attend B2B Email Marketing for Lead and learn how to: Improve the odds of your emails being noticed and read, and your offers converted Allocate and justify your budget for email marketing Increase sales-ready leads with segmentation, automated nurturing and follow-up activities And more in this 1 hour webinar sponsored by Marketo. Register at 9. To take advantage of SEO friendly social media sites, social media marketing guru Chris Winfield of 10e20 suggests this blog post: The Niche Social Media Site List. He says, "This is a regularly pruned and updated list of niche social media sites maintained by Andy Hagans. These are the sites that can actually drive targeted traffic and get you links in your niche." 10. There are many fast-growing, up-and-coming social media promotion channels and one that stands out is microblogging platform Twitter. Accessible by phone or through the Web, this "many to many" ongoing conversation between connections is often compared to a dinner party that never stops. Peek in to see what your peers are saying or post questions to a difficult, but succinct (140 characters) problem. Despite the posts about delayed flights and what's for dinner, Twitter's real value is a steady stream of what's on the minds of people you're interested in. In a recent poll at the Online Marketing Blog, readers indicated that the top 3 reasons for using Twitter were a place to share links of interest, networking and reinforcing current network contacts. As a social networking and communications tool, Twitter keeps you top of mind with your social community and also offers short and productive information sharing. 11. To monitor measure the effect of your social media marketing and promotions, you can use a variety of individual services like Google Alerts, RSS feed subscriptions search results and forum tracking software. Or you could use one of several smart systems that not only pull in all the data from the blogosphere, forums and social media sharing sites, but also that rank content sources. For example, Radian6 assigns influence scores to each blog it tracks to give marketers a better idea of which blogs are better to advertise on or pitch stories to. Other social media measurement tools include BuzzLogic, Collective Intellect, Trackur and Serph. 12. Our final resources/tips on monitoring social media come from another Forrester analyst, Jeremiah Owyang, who provides consistently insightful and useful observations, best practices and actionable how to's on the Web Strategist Blog. Jeremiah recommends setting up customized Google alerts to track topics of interest, watching leading headlines on Techmeme.com and parsing conversations both on Twitter.com and on your blog reader. Has social media marketing found a seat at the big table in most organizations? Not directly. Corporations are folding social media marketing tactics into their search marketing, public relations and new media efforts, for sure. However, you won't see a VP of Social Media with his or her own cost center and headcount in the near future. The lack of standards and measurement mean social media as a marketing channel will need to mature before it becomes a part of mainstream marketing at the same level as PR or interactive. In the meantime, marketers will continue to test the social media waters tactically, refining to see what works and where it fits within an overall marketing program. Web Digest For Marketers, 79 Pine Street, #102, New York, NY 10005 © 1995-2008 Chase Online Marketing Strategies, All Rights Reserved. To cancel your subscription to Web Digest For Marketers and FYI From Web Digest For Marketers simply click on the link at the very bottom of this document. 3/31/08 IN THIS ISSUE * Social Media Tracking * Mashable News * Must-Read Blogs * Citizen Marketers * Internet Direct Marketing Tip of the Week * And More... Internet Direct Marketing Tip of the Week Good Copy, Wrong Keyword Phrase Let's say you've got lousy results on a particular PPC ad you're running. It might be the copy, it might be the keyword, or it might be both. Before you throw out everything and start over, try your copy with another set of keyword phrases. Your copy could be great and just hooked up to the wrong keywords and thus not resonating with the audience searching for that particular phrase. LC Buy online to this article at no charge here. About WDFM Larry Chase's Web Digest for Marketers (WDFM) is a complimentary weekly email article featuring mercifully short reviews and links on websites. Get Larry Chase's top picks in over 40 marketing categories. Go to Larry Chase's Search Engine For Marketers. Advertising in WDFM This article reaches over 40,000 decision-making marketers. Started in April 1995, WDFM was the first email article about marketing on the Internet. Click for WDFM's latest media kit Housekeeping Want to stop receiving Web Digest For Marketers and FYI From Web Digest for Marketers? Just select the link at the very bottom of this email and you'll be removed from the list. But I'll miss you terribly. :-) If you received this issue from a colleague and you want your own subscription, you can get that by visiting and filling out the subscription form. It takes less than a minute. I encourage you to pass this issue of WDFM along, provided you do not change the copy, you keep the opening and this closing material, and you notify me. Ok, you don't have to notify me, but if you do, I will thank you personally. :) Thanks for reading all the way down to the bottom of this article. :) Cordially, Larry Chase: Publisher Web Digest For Marketers Author: "Essential Business Tactics f/t Net" Sample chapter at Ph: (212) 619-4780 Contact Larry .uns {font-family: Verdana, Helvetica, Arial; font-size: 11px; line-height: 16px}Click here to PurchaseCut and paste the URL into your browser to

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