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The FREE Tools list for social media on the web.

Guest blogger: Serena Carpenter agreed that I may share some  info from her social media classes that she teaches at Arizona State. She used this hand out for an American Marketing Association meeting that she was a panelist on.  I found her to be a breath of fresh air, really gets the space and is teaching students leading edge info, as it is happening.

She has so much great info that she uses with her students and is giving us access via her blog, which also has some other great info that you can read and learn from.

 FREE Tools by Serena Carpenter /Arizona State University, – used with her permission.

MONITOR YOUR REACH (Twitter Tools Featured Lower)

  • YouTube “Insight” (Video)
  • View detailed statistics about uploaded videos including views, popularity peaks, demographics
  • SiteMeter (Traffic analyzer)
  • Tracks location, key words used, referrals, site visit length average, average visits per day, etc. for your Web site.
  • Google Analytics (Traffic Analyzer)
  • Tracks how people get to your site, the content clicked on, average pages per visit, etc. for your Web site.
  • Google Feedburner (Subscribers)
  • Tracks the number of people who subscribe to your RSS feeds.  Submit your site also to Feed-Squirrel and OctoFinder Web sites.
  • Google Alerts (Monitor Brand and Conversations)
  • Provides email message when someone writes about you.
  • Site Valuation and Other Stats Sites
  • Website Outlook (http://www.websiteoutlook.com/www.problogger.net)
  • Enter your URL to determine how much your site is worth.  It includes other stats.  Other similar sites include QuarkBase, urlfan, StatBrain, CubeStat, WebTrafficAgents, and AboutTheDomain.
  • Social Media Monitoring Sites
  • SM2 http://sm2.techrigy.com/main/ offers tools to help businesses to find out what people are talking about.  You can measure your page’s popularity using Social Meter http://www.socialmeter.com/
  • Analytics Toolbox from Mashable – 50 ways to monitor site traffic
  • http://mashable.com/2009/01/12/track-online-traffic/

SHARING

  • YouTube (Video)
  • Share your video postings on Facebook, Twitter or Google Reader.
  • Vimeo Widget (Video)
  • Embed a visual montage of your latest videos widget to your site.  You can cross-post video to YouTube and Vimeo.
  • Slideshare (Presentations)
  • Add the Blog Sidebar Widget to highlight your latest presentations.
  • FriendFeed (Share numerous social media sites) use Socialthing or OpenID
  • Share all of your social media activity with your Facebook friends or embed a widget for your site.
  • Delicious (bookmarking site)
  • Share your linkroll or a badge on other sites by embedding code.
  • MediaWiki (http://www.mediawiki.org/wiki/MediaWiki)
  • Create a wiki for your FAQ or Customer Service knowledge base.  Let your consumers enter the problems they’ve had via a public forum (the wiki), and provide your responses publicly as well.

GET YOUR SITE INDEXED ON SEARCH ENGINES

  • Add blog to community portals and search engines
  • Try adding your site to BlogCatalog, Blogged, Technorati, BlogPulse, Google Blogs, or NetworkedBlogs(Facebook).
  • Update different search engines that your blog has updated
  • Sign up for http://pingomatic.com/ and http://blogsearch.google.com/ping.
  • Squidoo
  • Community website that allows people to create pages (called “lenses”) on various topics.  Creating a topic related to your blog and include your feed in that page would help your blog get indexed.

 TWITTER TOOLS

  1. TweetStats.  Provides the average per day (http://tweetstats.com)
  2. WeFollow.  Add yourself to the Twitter search http://wefollow.com/
  3. Favstarhttp://favstar.fm/.  Favstar shows you who favorites your tweets.
  4. Twinfluence ranking.  Expect it to be low.  http://twinfluence.com/
    1. If you have a grade of 75%, it means that you have a higher reach than 75% of the other twitterers analyzed.
    2. If your rank is #400, that means there are 399 other twitterers in the system who have higher reach scores.
  5. TwitterGrader http://twitter.grader.com/

Both sites grade you on the number of followers you have and your influence on these followers.  Grader also measures the pace of your updates, while Influence measures the informational value of your followers.

6.      Twitalyzer http://www.twitalyzer.com/twitalyzer/index.asp.  Measures your impact and success in social media

7.      Retweet http://www.retweetist.com/ lets you know what posts have been RTed.

8.      Twazzup http://www.twazzup.com/ and inView

http://myinview.com/login.php tracks mentions of you on Twitter

9.      Link shorteners capture traffic to twitter feed.  For example, use trim and bit.ly to shorten urls, then later add a + to see how many people clicked!  Example: http://bit.ly/JTkk+

10.  Search Twitter  http://search.twitter.com/

270 Tools for Running Business Online  http://mashable.com/2008/09/21/270-online-business-tools/

FixYa Social Tech Support  http://www.fixya.com

Top 5 Business Blogging Mistakes and How to Fix Them  http://mashable.com/2009/09/21/business-blogging-mistakes/

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Ad agency pay per tweet programs

I had an interesting  question come to the blog.   How should you pay a PR or ad agency for doing your companies tweeting?  Some have suggested a flat fee per day others are floating the idea of doing an “Ad agency pay per tweet programs.”

Both raise some interesting changes in the way social media will be used and how to monitize the actions involved with keeping it ongoing. The bigger question is how much should you as a CMO decide to keep in house and how much should you outsource?  How much control do you want or how much over site due to privacy policies or regulation do you need?   What about the tweeting across the company, should marketing be the control valve or is it really a legal, customer service or operation function?

 I look forward to your comments as to how you are compensating your agencies for tweeting.

TEI- Total Economic Impact and ROI in Social Media for Customer Service

Many of you have emailed me looking for the link to the Forrester information that I discussed at the BMA conference. Dr Natalie Petouhoff,  has done a great job of  proofing the model for customer service ROI, when it comes to social media.

 Here is her deck, that she sent to me and agreed to let me use and put on my blog.

 http://www.slideshare.net/drnatalie/dr-natalie-petouhoff-roi-of-social-media-social-media-club-presentation-forrester-research

Is your ecommerce shopping cart PCI compliant?

So you were wondering, why should I need to keep track of this PCI with all my other duties?  If you sell on-line via a shopping cart,  then you are effected by these new security rules that need to be in place by 2010.  Check to see if your IT pros are on top of this and if they are already compliant.  If you do your own shopping cart code it is subject to rigorous review.

In my research of this change, I have found that the Payment Card Industry (PCI) established these security standards to protect the private information of all individuals and organizations. These are the security standards that are used by all credit card companies and all financial institutions, Internet vendors, and on-line and retail merchants.

Ask if your shopping cart  and payment gateway is fully PCI compliant and at what level it is classified. They are rated level 1 to 4, with 1 being the highest.  This PCI standard from a marketing perspective should be promoted, since it means your customers can feel safe that their private information is kept secure and handled appropriately.

Check to see if your IT dept or web masters have been  informed that your Web site or storefront is not PCI compliant. In some cases it is likely referring to your Web site  and not to your shopping cart .  If your web site does not collect any credit card information, it does not need to be PCI compliant.  All Credit Card transactions  processed through your shopping cart must be PCI compliant.  I have read that for small retailers the cost could be around $5k.  But for larger merchants it could be $20 k to as high as $4 million to comply.

For additional information on PCI Compliance, visit the PCI Compliance Guide Web site.  There is also  a good article on the subject in Sept 09, Internet Retailer Magazine.

Are you minding your DAM, UGC and RM on your website and digital assets?

These letters,  DAM, UGC and RM, will be the new buzz words of 2010 and on.  If you have an idea of what I am talking about congrats.  If not, then let me bring you up to speed.

DAM  is the acronym for Digital Asset Management.   This is taking all your digital assets, copy, video, audio and creating a platform that allows the assets to be utilized and re-purposed for collateral, blogs, web site and other social media and editorial means.

UGC is User Generated Content. This when your clients, customers or prospects or strangers, create the digital assets for you.  Thus they create the content through their search on your web site, through ratings, reviews, forums, blogs and twitters. This is a key way to improve content search and discover-ability.  The goal is to have your content discovered on the web, not advertised on the web.

RM is Rich Media. Those are images that give the visitor to your site more visual information and content about the subject, which reinforces your messaging, image and brand. These RM initiatives are usually hosted by a third party, since you do not want to slow down the band width of your website.

So why are these important? Now there are three ways content is coming to you that you need to manage as a CMO. The content is coming text and media from writers or your agencies, management and editorial team for your web site. Social commentary as a listening post and feedback through twitter, blogs and search. We now add user generated content such as surveys, recommendation, ratings, posts, wikis, discussion, and file shares.

Customer Engagement: How do you work to plan in the new marketing rules of Converse, Connect and Convince.

The new emerging role of CEO, Customer Engagement Officer is the new hot trend as companies break down the silos of Marketing, Sales, Operations and Customer Service and retail brick and mortor and call centers to compete and engage customers in a way that has never happened before.   I just read a piece on the new rules of the web for customer integration being: Converse, connect, convince.  It begs the question: Do they replace or overlay the brand P’s classic rules?

Converse is the key to social media, is a dialog, not a monologue.  Placing authentic thought and learning’s, not just ad speak and messaging with no meaning.  Converse means creating a connection that transcends advertising which is  one way messaging out, but with web it allows a “let in”  to conversation with participation. So you better be and get in the conversation with your customers and prospects and get comfortable with it.

Connect is the way of the web, to open all doors.  That means access to you and your execs and your brand, products services and operations.  This is embraced by some and feared by others. Start with yourself: How do you allow others on the web to have access you?  Do you give your opinion, thoughts and content freely? Do you accept your linkedin connects from those you do not know? Can and do you tweet without fear? Is your email and telephone number listed on your linkedin for all so see and use?

Convince is the hardest of all if you area trying to market or sell a product or service.  This goes back to having a really great selling proposition, spot on connective messaging and points of differentiation. Are you on message? Is customer service/engagement involved? Do you have the latest messaging that will resonate with customers? Do you use the medium to be  a listening post as to what your consumers are looking for and create products, services and other options to fit those needs.

I think these three words do sum up a seismic change in customer engagement and its role with marketing and the way of the marketing CMO role having to cut across traditional lines to align to the new consumer engagement and customer driven interaction model integrated into their companies, since as some know it  is already here.  Just some have no idea it has already arrived. 😉

Taking your marketing sampling programs to the web with Listia and Craigs List.

If you do sampling programs as part of your marketing mix and are thinking of more distribution points  and are looking for ways to take it viral then think of Craigs list and Listia are two very good ways to get your feet into this market.

Craigs list is a free posting, that can be targeted by city, region or national or international for selling items or for giving things away for free. Check out the list of cities and countries here: http://www.craigslist.org/about/sites

Listia is a free give away website, where you get points. It is an action for free stuff. There website says:” Every user gets free credits. Earn more by selling stuff you don’t need. Use credits to bid on the things you want!” Listia is positioning itself to become a key place on the web for giving away free things, which works really well for sampling programs.  The Listia point concept will give you a way to build a marketplace and community around your free samples. Check them out at:  http://www.listia.com.  Also take a look at www.Freecycle.org, which is a share group for offering items for free or a wish list for getting items for free in local areas across the US.