Ebay had an ad on Facebook for EBay fashion that caught my eye. It caught my eye because back in the day, I used Ebay quite a bit. Now not at all.
I just posted some furniture on Craig’s list and got no response. I used to get it sold that day.
Plaxo use to be my digital address book, now I do not even open their emails.
I don’t even know my MySpace log in, nor have I used it in years.
So what is going on? I have created a lot of litter on the digital highway with my usage. Self created, but none the less add to a CMO’s marketers dilemma.
My thought is that even the most famous websites or platforms need to reintroduce themselves frequently to their current user base. The key driver is to reintroduce what they do, how to do it and why they are still relevant. The basic 101 of the site.
Most marketers as of late have been focused on organic optimization of the website and content, which is great, but have forgotten the basics of if and when they find you, they better know how to use you and why to use your site.
I still have preconceived ideas about Ebay based on my last use. They have may changes dramatically, yet I still shy away from getting reintroduced. Nor has Ebay even tried to re-engage me. Running a sale is different from reintroducing me to how to use the site.
Google Marketplace has miss stepped over and over again. I was a huge loyalist, then they because so complex that it drove out all small business with having to add ownership tags that drove out most who do not have in-house web techs. Now they are charging per click to make money off the big brands.
As compared with Amazon market place, which still has some bugs to work out, but which I sing their praises every day.
As the CMO, dig a little deeper with your team. Look at your own website. Is traffic up or down, not net new traffic, your returning traffic. Why are they using your site, what are they doing, what are they not doing. Most sites are designed for net new, not returning visitors.
Returning visitors need their own path of re-education on how to use the site, whats new, what is familiar. Just as same store sales is critical for brick and mortar, it is critical to activate those who are returning.
The digital road is littered with use and disuse. What state is your website or platform in? What are your returning customers needing?
These simple questions could improve conversion 10% and who would not want that these days.
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What other blogs are saying about you and your products.
Blogs and monitoring of blogs and what is being said about you is a hot topic these days. How do you monitor? Do you pay to monitor? What tools are available to you to monitor blogs and what is being said about you or your company is all the discussion in the CMO’s mind.
Social Mouths blog had some good ideas of free listening posts for your products and services, beyond the paid services for social media monitoring such as Radian 6 and CrimsonHexagon.
Here is the short list URLs and Free blog listening tools:
IceRocket
Blog Pluse
Blog line search
Google blog search
Paid Services:
Radian 6
Crimsonhexagon.
Here is the blog I was reading on the subject.
Social Mouths blog
“Do You Know What Other Blogs Are Saying About You?
in social media
In this post, I’ll explain why paying attention to what other blogs say is important and how to be aware of these mentions.
So let’s get started…
Why You Should Care
SEO
When you get mentioned by another blog, the author usually links back to your blog/site and as you know, getting backlinks is one of the most important things you can do to your SEO (Search Engine Optimization) as they can improve your page ranking. The search engines want to know if your site is relevant.
Sentiment
The next thing you need to worry about is sentiment. Is the comment positive or negative? Of course you don’t want people saying something negative about you or your services. When you track these mentions at least you have the opportunity to participate, maybe try to do something to turn an unhappy customer into a happy one. Damage control.
If it’s a positive mention, it is also a good opportunity to engage in the conversation.
Reciprocity
Be human. Be thankful and participate by leaving a comment or giving the post a tweet. Not to make you feel obligated but return the favor if you can, there is a good chance the other blog is somehow related to your topic.
Don’t ignore it, keep this blog in mind.
Let’s Look At An Example
Herbert from Penn State | Outreach Marketing did a very, very nice piece sharing a post from SocialMouths on his “Why Is Social Media Not Working For You” (Thanks Herbert).
OK, so this is an extreme example and it’s not always like this, the mention can be a simple link to your blog or to a specific post. The point here is how to find this, right?
Tools
There are many tools you can use to track these mentions, feel free to share your favorite ones in the comment section of this post. Here a couple you can try:
Go to these sites and do a search based on your blog’s name or URL.
IceRocket
BlogPulse (From Nielsen)
Other tools you can use are Bloglines Search or Google’s Blog Search.
Get Alerts
All these services and most of them out there allow you to get the search results on RSS. You should subscribe and organize them on your RSS Reader. The point is to get alerts and be able to react as soon as possible, there is no point if you come back a month after the post was published.
Final Tought
The social web gives you the opportunity to engage in ways traditional media can’t but if you don’t pay attention, those opportunities are wasted.
One more thing, when you mention somebody or share a post from somebody else on your blog, make sure you do it properly so you give credit and the other end is aware of it.
Happy Listening!”
Filed under: best way to measure ROI for social media, blog, blogger, blogs, brand monitoring, brand monitoring in social media, business planning, CEO social media, ceo twitter guide, client engagement, CMO, CMO Guide to social media, CMO social media consultant, cmo with social media experience, CMO with social media expertise, cmoguidetosocialmedia.com, content aggregation, content channels., crimson hexagon, customer engagement, exec for social media, experts in social media, marketing strategy, online marketing strategy, social media blog, social media consutant, social media expert, Social media for executives, social media guide, social media platforms, social media speaker, social media strategist, social mouth blog, tracking comments from blogs, web strategist, who is an expert in social media I should follow | Tagged: best way to measure ROI for social media, blog listening research, Blog on social media sites, blog pulse, blogline search, blogs, CMO, CMO learning social media, CMO with social media expertise, cmoguidetosocialmedia, crimson hexagon, Do I need to pay to monitor my blog, exec for social media, google blog search, Icerocket, monitoring what blogs are saying about, radian 6, Should I monitor my blog, social media expert, Social media for executives | 3 Comments »