Some Valuable Content Gems From The B2B Content Conversions Conference April 2013

The B2B Content Conversions Conference was held recently on 22nd and 23rd April 2013 - Times Center NYC. This conference presented key insights on how to manage the content lifecycle. The reputed speakers http://content2conversion.com/speakers/ shared their thoughts which were shared on Twitter -   #B2BContentEvent .

content2conversion.com
I hope the cut, clarity and the true color of these content gems have been preserved as we share the valuable content gems of the conference as follows:
@TripKucera Trip Kucera, Aberdeen Group
  • 32% of companies have a robust content marketing strategy, up from 16% in 2011
  • We're in the age of data driven marketing
  • Content marketing has got to be about value
  • Marketers need to understand when and where they see content.
  • Lead Management is like scotch: Distillation generates value!
  • Good leads are made through valuable interactions
  • Offers are becoming content-like
  • Marketing leaders save $10k cost per new customer compared to followers. Do it right.
  • leaders say it takes 10 marketing touches to fully engage a qualified buyer
  • top 3 challenges: need skills, content quantity and content relevancy for content marketing success Top challenge for content marketing: lack of talent and resources.
  • Leaders are more likely to have a robust strategy in place
  • Become subject matter experts to offer great content
  • Content marketing is everyone's responsibility
  • Content marketing is primarily managed internally because it is strategic
  • It's content marketing, not content sales
  • Leaders align content with buyer personas & the right stage of the sales funnel. Followers don't.
  • Measure content specifically in the context of the buyer's journey.
  • it is becoming more critical to bring Sales into the content conversation
  • Think about content as marketing offers. Get granular in the way you measure content
  • Content marketing is the alchemy of intent
  • 37% of firms are managing it all in-house
  • Think about the incremental value of content
@juntajoe Joe Pulizzi, Content Marketing Institute
  • Content marketing is a business strategy
  • We're not renting the media with content marketing- we're owning it!
  • When you start a content marketing strategy , it can never stop. It goes on forever
  • Content Marketing is creating & curating valuable, compelling & consistent content to change or enhance behaviour
  • Content Marketing is a promise to our customers that we're going to give them something of value
  • Content marketing should change or influence behavior.
  • Content Marketing is a lot like sex. Just because you can do it doesn't mean you're good at it
  • If you do not have a documented Content Marketing strategy, you don't know where you REALLY stand
  • 85% of corporate blogs have 5 or fewer posts
  • Only 36% believe that content marketing is effective.
  • Have a content marketing mission- the ultimate litmus test!
  • 600% increase in leads for indium when Content Marketing  strategy became 'engineers talking to engineers
  • Content Marketing Mission: 1. Core target audience 2. What will be delivered? 3. Outcome for that audience?
  • Think like a Publisher or Journalist, not like a Marketer, when developing your Content Marketing strategy
  • Pull back - more content may not be the answer
  • Develop content marketing mission first
  • marketers are doing much and not seeing  ROI
  • If you're thinking about video, stop thinking of it as an advertising piece. Look at it as a value-add tool
  • The most important thing about video is audio, and keep it short.
  • Think about ROO: Return On Objective,
  • Have someone that owns the content feedback
  • Content marketing is a promise to our customers that we're going to provide true value.
  • Get Found, Get Shared, Get Leads
  • Content Marketing's home has always been in customer retention.
  • The biggest untapped opportunity for B2B content marketers? SlideShare,
@marketingprofs Ann Handley, Author
  • Features of the best content marketing: Utility, Inspiration, Empathy
  • Want to make your content share-worthy? Think about helping your customers. What would they thank you for
  • It's not about a task or channel, it's a mindset. Creating the kind of content that is sustainable
  • Don't think content tactics before you create a content strategy.
  • The best marketing feels like something you WANT to consume
  • My pet peeve: we make Content Marketing  WAY too complicated!
  • Content marketing can be boiled in the 5 Ws of who, what, when, where, why and then how.
  • The best content is packed w/utility, seeded w/inspiration & is honestly empathetic
  • The Content Team graphic  pic.twitter.com/EgBUYDpD4f
  • Newer content channels popping up: Instagram; Tumblr; Slideshare; Pinterest all poised for growth
  • Use social sites as storytelling platforms rather than just sharing platforms
  • A real test of meaningful content marketing: would your network thank you for it
  • If your customer signed your paycheck, what would your marketing look like?
  • The biggest piece of being a publisher is to think of your content in the eyes of your customer.
  • If you're thinking about video, stop thinking of it as an advertising piece. Look at it as a value-add tool
  • If your customers love what you do, they will follow you.
  • 2 things that go into the success of content: the science and the art of it.
@BrennerMichael Michael Brenner, SAP
  • It's not about what we sell- it's about what we do for our customers.
  • Our buyers are bored
  • Our buyers are looking for marketers to feel interested in their needs
  • In Content Marketing, act like a publisher—and publishers need to make money
  • We're bombarding our prospects with too many messages.
  • Our buyers are looking for marketers to feel interested in their needs
  • Deliver what your customers are looking for
  •  Stroytelling should be at the center of your Content Marketing .
  • If buyers ask a question, you must answer - Deliver the answers they are asking for
  • Create an editorial board @ your company if there are multiple people creating content.
  • 50% of SAP's content is coming from external sources, including 100's of authors - Author Curation
  • Author curation: Find authors on selected topics.
  • Content mktg metrics: reach, engagement, conversion.
  • Influencer Marketing is key to amplifying your content (stories)
  • SAP is starting to include calls to action within their Content Marketing articles
  • We exist within a content ecosystem
  • The biggest challenge in marketing is to get people to stop selling.
  • Content Marketing should not focus on talking about what you sell, it should focus on what you do for customers
  • The blog post @BrennerMichael mentioned during his presentation http://bit.ly/15DVgVv 8 Steps To Build A Content Hub That Converts [Slides]
  • Focus on subscribers as your conversion objective.
  • digital attribution is still a huge challenge, with last click metrics still ruling the day
@Tweetsfrompawan Pawan Deshpande, Curata
  • Curation is everywhere, reddit, digg,etc.
  • 32% of marketers share content from blogs, industry pubs or online outlets w/ custrs
  • curation is relevant now b/c consumers have too much content
  • Why is curation relevant? Consumers have too much content. Marketers have too little
  • The content beast has a very high metabolism:
  • think beyond your brand… include your competition
  • 95% of marketers are using OPC( Other people's content) today
  • CMOs care about both creative and metrics

@jasonthibeault Jason Thibeault, Limelight Networks

  • Stories are a container of ideas
  • By 2017 video will take up much of internet traffic
  • You message needs to be connected regardless of device.
  • Narrative arc is what connects us to our audience, gives them a reason to connect with our stories.
  • The digital relationship pyramid  pic.twitter.com/nnBiTQgXzU
  • If it is not connected the audience gets disengaged
@MargaretMolloy Margaret Molloy, Velocidi
  • Content means Brand, trust and relationship builder
  • There is no single attribution. It's a math problem
@lbfeldman Lori Feldman, Cigna International
  • Don't underestimate the importance of listening. Listen before you speak and develop content.
  • Stopping and listening, and seeing what's resonating in a given market is key
  • Listen to your audience and create content accordingly
  • The days of the one-size fits all website text are over
  • Don't forget pictures and graphics in your content. Images can resonate globally
  • Common mistake in Content Marketing : publishing without engaging, not initiating two-way conversation with customers
  • Revenue is important. but don't forget relevance & shareability of content to get audience to come back.
  • If we're not all sharing in this digital world, we're doing ourselves a disservice says
  • To get to the point of revenue, marketers must not forget the point of sharing (targeted/compelling) content
  • Think like a publisher; be an educator. Your audience is looking for insights. -- Tell, don't sell
Mark Wilson, @Avaya
  • Be provocative in content marketing,
  • Content Marketing must be... simple, unexpected, offer credibility, have a motive and told as a story
  • Instead of asking people what keeps them up at night, tell them what should keep them up at night.
  • Marketers are probably the worst people to write content
  • to make your content compelling, be provocative and snarky when writing
  • Marketing needs to look like a Newsroom, not a cubicle farm
  • Come up with a non-standard point of view and defend that view.
  • Content Marketing must be... simple, unexpected, offer credibility, have a motive and told as a story.
  • Serving a niche market is how you get BFFs - become the definitive source for that community
  • great content doesn't distribute itself - split out publishing from editorial. In Content Marketing  separate editorial (is it interesting?) from publishing (medium, frequency)
  • For a quick Content Marketing win, segment, then address audience needs
  • I don't care how many people are tweeting, not tweeting, etc. At the end of the day, we're here to drive revenue
  • Mobile content is a lot more popular
@LeeOdden Lee Odden, TopRank Online Marketing
  • 81% of b2b buyers start with search engines
  • Optimized marketing means your brand is the best answer when and where buyers need it
  • Must integrate SEO and content, but optimize for customer experience
  • Anticipate demand with search and create [I would say satisfy] demand with content
  • Search often validates what users find on social
  • The definition of optimized marketing pic.twitter.com/lJHCYiNtc1
  • Great content isn't great until it gets found, consumed and shared.
  • Not everyone in your audience will be motivated by an infographic
  • Be the best answer for customer needs and that matches your brand value
  • Optimize for engagement AND conversion, then through to purchase and advocacy
  • Optimizing is about making it easy to attract, engage, retain
  • Facts tell, stories sell. Stories are essential for your brand. It's key to amplify
  • Optimization is an ongoing process! If people have a great experience they're more likely to DO something
  • every author at your company should have Google+ account
  • 4 types of content: Evergreen, repurposed, curated, and co-created
  • 16% of daily Google search queries have never been seen before. Keyword research is a goldmine for content ideas
  • There are many content marketing tactics, but are they integrated? Alignment is powerful in the customer journey.
  • Investing in high quality content doesn't mean anything if people cannot consume it, says
  • You want to create anticipation
  • Real influence isn't huge fan & follower counts, it's niche communities that take action.
  • The quality of your content will contribute to shorter sales cycles
@CroweHorwath_US Lee Odden, TopRank Online Marketing
  • You have to be able to understand who you're targeting.
  • Target market segmentation is key in lead nurturing.
  • Talk about the buyer's journey, the buying cycle.
  • In lead scoring, pay attention to digital body language
  • An innovator isn't about new products. It's about someone who wants best practices.
  • 28% of invited executives engage in program after 7 months.
  • Don't underestimate the power of e-Comms and landing pages.
@madisonlogic Thomas Koletas, Madison Logic
  • The average buyer is in the research mode for 4 to 6 days.
  • Leads from content mktg are often not followed up for 2 weeks
  • Wanna be salesy in your copy? You've got to segment your audience
  • Video is most compelling content right now. Segmentation is pretty key too
  • Key question: How do you get intent data
@Robyoegel  Rob Yoegel, Monetate
  • You have to remember that everything you do goes back to the customer
  • The key is getting the right content in front of the right person at the right time
  • start Content Marketing by creating content that the sales team needs
  • Social drives 25% of inbound traffic!!
  • Search isn't dead - it isn't going away.
  • Content development should be someone's job
  • Only those who TALK to their customers know what their customers want
  • Sales people should be educators
  • If you don't have the answer, your competitors will.
  • You can't really have a content calendar without knowing what to write about,
  • Ask your audience what they want to read -- critical tactic.
  • marketers should have content addressing the first questions your buyers ask when researching
  • Only those who TALK to their customers know what their customers want
  • 4 ebooks a year can fill up your content calendar,
  • Nothing gets our hearts pounding more than video
  • More effective lead gen with video by thinking outside the frame
  • Traditional video is based on an old television model
  • Content Telemetry = measuring content use, engagement & impact
  • Engagement: moving visitors from passive to active consumption,
  • If marketing automation is the rocket, then content is the fuel
  • People have more tolerance for longer content with knowledge of where it's going and for how long
  • When content is wired for interactivity, clickstream can be captured
  • Adobe should allow measurement of engagement in PDFs.
  • One can't make Spielberg production with every video. Need a strategy using multiple types of video
  • The key to using video is figuring out how to survive the rest of that video strategy
@JeffFuhriman  Jeff Fuhriman, Adobe
  • Use everything you've got to keep it personal
  • lets its customer tell the story - the Adobe experience.
  • Personalization drives easily 40% more conversion on our website
  • Find your most valued area -- You'll fall fast, learn fast and reiterate fast.
  • Adobe Target + Demandbase IP can ID who you are BEFORE cookies. Skeaky, but nice given how flawed cookies are
  • The odds of winning today: 4 every 650 leads,1 deal closes in 19 months.
@fdonny  Frank Donny, Marseli
  • Sales leadership will not respect you unless you have skin in the game
  • A sales person is concerned about 2 things: time and money
  • On average, 60% of all qualified sales opportunities end up in no decision
  • Clever analogy of sales and marketing as relay race supporting the revenue supply chain: inquiry > nurture > qualification > selling
@jill_rowley Jill Rowley, Eloqua
  • Definition of sales enablement: content, tools & training.
  • Its not quantity of leads, but quality and conversion rates that matter
  • Contacts from a conference are not leads, scoring means getting sales-ready leads
  • People don't buy from those they cannot trust.
  • Sales is only managing 43%
  • Use social to find, engage and amplify them
  • Read the content your buyers read and share it across your own social platforms
  • Enable your salespeople to tell customer stories
  • Some see prospects, I see future advocates
  • Social selling is different from social stupid
@TRiesterer Tim Riesterer, Corporate Visions, Inc.
  • You have to think of it through the entire spectrum.
  • Sales enablement answers: what are you going to say when you get the meeting
  • Give sales lead with a cheat sheet on what the lead is interested in to facilitate the first conversation
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A Short Summary Of What Amit Singhal Spoke At SXSW conference 2013 in Austin

Amit Singhal – The senior Vice President and Google Fellow at Google Search was interviewed yesterday by Guy Kawasaki at the SXSW conference held in Austin. The topic was “The Future of Google Search in a Mobile World”

I am sure the whole SEO industry is all ears when Matt Cutts and Amit Singhal speak at any conference as what they say is like the weather forecast for the SEO industry so that you can prepare yourself for the coming changes in the search scenario.

Thanks to the Twitter stream at #AskSinghal and the live blogging by Search Engine Land it was like being present at the conference.

What Amit Singhal discussed is as follows:

1. Google has over 30 trillion URLs from 250 million domains in their index.

2. The perfect search engine should know exactly what to be, and give you exactly what you want.

3. The World Wide Web is the biggest depository of human knowledge with 30 trillion web addresses and 250 million domains.

4. As search has gotten better, user queries have gotten more complicated and harder to answer effectively.

5. Mobile devices have revolutionized search

6. Mobile search increases during lunch and dinner hours, so clearly more than just teens are online at the dinner table

7. We're designing search so you can use it from any modality at any time.

8. Google+ enables us to make Google truly universal.

9. High quality content that adds value is deemed desirable, ranks higher in search

10. Think of good SEO as marketing to the search engine. >

11. SEOs add value when improving content.

12. We live in a visual world. #Video is searchable. Google needs to reign in video property tag identifiers for audience's to search

13. Voice is a far more natural interface than typing. But may require other interfaces to work

14. Future of search is bringing valuable content to the world

15. The future of search is a Star Trek computer. Search across multiple modes, voice, type etc.

16. High quality content that provides utility is deemed desirable, ranks higher in search.

17. Future of search is understanding the knowledge on the web, not just indexing and retrieving.

18. If you want to get to the first page of Google results then provide high quality content that adds value. That's it!

19. In the future, Google should be able to tell you what you need to know without you having to ask.

20. Having the knowlege is not enough, Google works to understand the knowledge.

21. Career Advice from Amit Singhal - "Follow your heart...happiness is more important than any money you can make. "There are no right decisions, you make your decision right"

22. User experience and speed has always driven decision at Google and shall always be .

23. The only way to truly improve is to use scientific methodology

24. It's too early to evaluate Facebook graph search. Time will tell if people need it.

25. Latency is a big problem in developing countries. That's why Google invests in infrastructure...so everyone can access Google

26. Google glasses is just one of many input devices. It gives users another context and new opportunities for search

27. Any changes you make in Google search will improve some queries and hurt others

28. To understand the future of search, we need to understand future input devices.

29. Search will do for education what calculators did for math. Don't memorize facts, search will take care of the mundane!

30. I phrase my search term as naturally as possible; if it doesn't work someone on my team gets yelled at.

31. Google's big challenges: Knowledge graph, speech recognition, natural language understanding

32. We do not manually fix searches to improve search. Google only manually intervenes in SERPs in terms of spam, porn and legal issues.

33. Every broken query is an improvement waiting to happen.

34. Google search has a feedback link at the end if every search results page for failed

Click Asia Summit 2012 ( Day 3 #CAS12 ) Master Classes By Mahesh Murthy And Gillian Muessig

Day 3 of the Click Asia Summit was all about the master classes on social and search.One could attend 2 workshops that day . One was before lunch and the other one was after lunch. My work essentially revolves around SEO campaigns and I usually opt for SEO focused sessions but this time I decided to attend Mr. Mahesh Murthy’s workshop on “Creating great multi-media campaigns in an integrated world” just to acquaint myself about how other marketing companies approach a given multi media campaign.

Participants were broken up into teams, and a digital marketing project was given to each team, at the end of the session each team had to present the digital marketing campaign worked out by each . These were graded and analyzed at the end.

Before the teams started working on the project, Mr. Murthy gave an overview and an idea about what an ideal digital marketing campaign should be approached.

He pointed out that for every digital marketing campaign one should list out the following:

· Priorities to achieve via the campaign

· Process to achieve the same

· Template to judge the campaign

He also pointed out with an example of 4 videos the importance of having a strategy and making it go viral and also highlighted the reason for a video or any content to get shared.

· The first and foremost the audience has a lot of choice today so content should be remark worthy

· People share content because they want to be popular among their friends

· If the info comes via a friend it has a high trust factor

Hence,

Strategy + Virality = Success

What media you choose depends on what message you want to convey. People are not averse to marketing but they are averse to marketing that bores them.

"Digital is not niche anymore. It is mainstream" - Mahesh Murthy

The four videos taken as case study were as follows:

http://www.youtube.com/watch?v=bUD3E5-rfrc&feature=related > All strategy but no virality

http://www.youtube.com/watch?v=8jgGK4NJ8Hk&feature=related > No strategy but all virality

http://www.youtube.com/watch?v=YR12Z8f1Dh8&feature=fvsr > bad strategy but all virality

http://www.youtube.com/watch?v=owGykVbfgUE&feature=relmfu > all stategy and all virality

Mr. Murthy gave the project of designing a digital campaign for a water purifier . All the teams came up with different ideas and I am sure everyone left the place with their dimag ki batti being jaloed (minds Ignited) and I am sure Mr. Murthy too got some ideas for the next water purifier digital campaign his team may have to work on.

After this we dispersed for lunch and I got back to a session on Analytics, Glorious Analytics! By Gillian Muessig from SEOmoz

The session was divided into the following 4 categories :

Session I - Follow the Money... Backwards!
Choosing KPIs for your business

Session II - Tracking Social Media Metrics
Tracking things that matter in social media campaigns and understanding ROI

Session III - Tracking Conversion Rate Optimization Metrics
Layout, A/B and multivariate testing, and measuring results

Session IV - A Few Reliable Tools
An overview of: Google Analytics, Facebook Analytics and SEOmoz/OpenSiteExplorer.org

After the first 2 sessions , it became more of an open Q & A session where people started asking questions and Gillian answered patiently .

The questions were so varied and were SEO specific hence everyone got to learn something from what problems and issues they were facing on their sites.

The day ended with Gillian (or SEOmom as she is known as ) giving vouchers for a Spa to participants who had asked good questions and I personally got an SEOmoz souvenir which was a token of appreciation for all the help that I had offered. I am still wondering in what way I had helped out?? Infact it was the other way round for me and the pleasure was all mine.

The Key Takeaways From Click Asia Summit 2012 ( Day 1 and 2 #CAS12) …

This is the second year consecutively that I have attended the Click Asia Summit Conference. It is sort of becoming a habit now and am already looking forward to the 2013 summit. Its not because of the gloss, glamour, delicious food or the happiness I experience every time I have to go to Mumbai (The city where I was born and spent 23 years of my life) but  because of the sharing of knowledge related to the digital marketing world .

This interaction is the best way to start the year with confidence and set the right direction especially for entrepreneurs like me who work with very small teams and limited budgets. Conferences like these are an energy booster and help to plan for the coming year.

I have attended many conferences across the globe but when such an event takes place in India and especially in Mumbai , it gives me a sense of pride and pleasure.

#CAS12 the 3 day digital conference and networking started off on the 15th of Jan. 2012 with with an evening full of networking, conversations, and of course, laughter at The Comedy Store!

Day 2 post lunch had many options of sessions to select from but the day started with everyone attending the Keynotes by

Dr. Shashi Tharoor ( Member of Parliament, India) who spoke about “The Impact of digital media on politics and India in general”

Dr Tharoor highlighted the impact of social media on news , politics and India in general. He has been one of the early adopters of social media and has influenced celebrities to follow suit . He said that freedom of speech is the mortar that binds the bricks of our democracy together but free speech in Sweden isn't the same as free speech in Surat . He went ahead to say that Unlike a newspaper, social network sites are like postmen who take the news to your door. He also added that one cannot sue the phone companies for sending a defamatory or obscene SMS, similarly a person who puts up something defamatory on FB should be prosecuted not FB itself.

He totally spoke pro social media and said that social media is inescapable and is here to stay. He also added that a message needs a medium it is the message which is important and not the medium.

Lucy McCabe from OgilvyOne Worldwide,Singapore spoke on “The Digital marketing 2.0: The big picture“

She spoke very effectively and highlighted the point that the people of the library era and the people of the Google era think differently. My vote for the best speaker for the day went to her because of the way this difference was presented in her presentation.

She said that the shift of the source of information from the traditional library has made Google the new norm.

For the people of the Google era digital is not about technology but it is just stuff which helps them with their homework and other day to day activities. In 5 years from now we will not be attending conferences on digital marketing because it will be just stuff. She then spoke about the social media impact and redefined the digital relationships between people and brands in a whole new way by saying that people did not come on FB to make friends with brands, 50% of people who use FB have never 'liked' a brand since that's not the reason they are on FB and digital is not about the clicks, its about the conversation. On this medium brands should ask "what can we give back" if they want time, money, advocacy and data as a digital exchange. Customers don't wake up and go "ooh, wonder what branded digital content I can interact with today"

Connect Me -> Be Useful -> Entertain Me. Three things people want from brands .

Finally she focused on the fact that The future of agency lies in solving problems with innovative ideas.

Cyriel Kortleven from New Shoes Today , Belgium spoke on “Get a creative boost... Break the curse of knowledge “

He started his keynote with wired 7 questions for triggering creativity . He said that our brains see something and make assumptions with almost everything we do . His digital marketing analogy with the human brain was quite interesting where he highlighted that the curse of knowledge is that we get stuck into thinking patterns and habits and we can break the borders of the box for thinking patterns and habits by not limiting our power with buts and ifs , but unleash the power of 'and' by asking and what else.

Post lunch the sessions were divided into 3 categories as follows:

  • TECHNOLOGY/MOBILITY TRACK 
  • SOCIAL MEDIA TRACK 
  • SEARCH & SOCIAL TRACK 

My interest and inclination as usual is the social and search sessions hence I glued my attention to those sessions which were as follows.

The first session was by Mr. Sandeep Amar on Social media impact - An analytics overview .

For him social media meant only Facebook , the idea I just could not digest. He seemed to be pro FB and totally against Google which again was very annoying for me to sit through and listen to. The audience spoke more than him and he was unable to answer any questions satisfactorily.

He went ahead to say that Negative posts receive more comments and less Likes. This calls for marketers to delve into their Facebook Insights. The very thought of FB = Social Media which he put forward made me lose interest in the session.

Rajesh Sharma’s session was on “Beyond the initial hype – building sustainable and scalable digital businesses, the PE perspective ! “

He put forward the question – Will Ecommerce boom or burst in 2012?

  • As per his presentation the key points were:
  • There are more no. of enterprises coming up online
  • Technology is no longer a challenge anyone can get a website made but only the setting up of the ecommerce venture is easy sustaining it and making it grow is a challenge.
  • It is not necessary that the people who set up the business may be the right people to scale up the business . Hence we need experts for every specialized job.

For the success of the Ecommerce Business we need an EAT Model

E- Experiences
A – Aspirations
T – Transactions

The dotcom 2000 burst was because the T was missing then. Now people buy confidently online.

Mahesh Narayanan highlighted the urgency to go mobile ASAP and to Make sure to track and measure your reach,whether through your app or through your mobile site. He said that mCommerce will become big in the next couple of months in India and the consumers on the go should be focused.

Vivek Bhargava spoke on “How to use analytics and other technology tools to plan a content strategy for an Enterprise Business “

His mantra was to focus on the psychographics and the target audience and the most reliable strategy was to create videos and see that they go viral. He also highlighted that SEO is now all about web presence optimization and the content was the glue to conversations and If a user is engaged with your brand then the propensity to buy from that brand is much higher compared to others.

Manish Maheshwari spoke about Reaching internet-dark mobile users…in as less as 5 hours

This session was about how to use SMS to reach out to people who do not have internet access , what he spoke about was SMSing via http://textweb.com/ which has the internet on SMS .

He pointed out that :

  • SMS kills all others (Mobile web, apps) in terms of accessibility, reach
  • An average Indian Send 29 SMS a month
  • SMS, as advertising medium has 5% interaction rate
  • SMS is most used app on mobile phones, even on smartphones.

Chris George - Search and social : Digital marketing in the SME sector in India

He shared that:

  • 76% of people think that companies lie in advertising
  • India has second highest base of #Linkedin users
  • 41% of internet user trust information published on #Facebook
  • We are at the intersection of search and social
  • Aim of SMM should be - brand building and crowd sourcing...creating advocates
  • The selection of the social media medium depends on the message which needs to be sent across and the messenger matters.

Lalit Bhagia The multi- tasking digital consumer

He focused on the point that The challenge today is to get the attention of the consumer's nonstop limited attention 87% of the people are on social media while watching TV . We are multi-tasking all the time, hence the content that we share or upload on aour site or Apps should have an overall appeal and should pull the visitors attention from all the other task that he is doing at that moment.


Cross-leveraging SEO & SEM Benedict Hayes (Moderator) Navneet Kaushal, Hareesh Tibrewala,Benjamin Gonsalves

The day ended with a panel discussion on how to cross-leverage SEO & SEM.

The focus on this session was that at the end of the day whatever SEO and SEM strategy that you have the campaigns are judged by the ROI they generate.

#SMX Advanced Seattle (8th June 2011) Day 2 (A Curated Resource)

The details , discussions and the slides shared on Day 2 can be found on the following links:

SMX Advanced Seattle Agenda – June 8, 2011

http://searchmarketingexpo.com/advanced/2011/full_agenda2

SMX Advanced Liveblog: Social Data & Search With Bing’s Stefan Weitz

Day two of our SMX Advanced conference is set to begin shortly with a keynote session on the “Confluence of Social Data & Search.” Bing Director Stefan Weitz is due to give a presentation/demo and then chat with Danny Sullivan.

 

Read more on the following link:
http://searchengineland.com/smx-advanced-liveblog-social-data-search-with-bings-stefan-weitz-80698

Read more on the following link:

http://outspokenmedia.com/blog/

Bing’s “Honey Badger” – An Upgrade To Webmaster Too

This morning at our SMX Advanced conference, Bing’s Stefan Weitz announced “Honey Badger” — Bing’s latest upgrade to its Webmaster Tools.

Read more on the following link:

http://searchengineland.com/bings-honey-badger-an-upgrade-to-webmaster-tools-80738

Hashtag for the show is #smx catch up with the trending topic for the SEO industry onhttp://twitter.com/#!/search/realtime/%23smx or you can follow @smx

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The Happenings And Discussions At #SMX Advanced Seattle On Day 1 - ( 7th June 2011 - A Curated Resource)

I am sure every SEO and Internet Marketing Person would have loved to be at Seattle on the 7th of June 2011 to attend the SMX Advanced and catch up with what is the latest in the search industry. Atleast I was and hoping to be there next year or hoping SMX Advanced to select one of the cities of India as the venue.

Thanks to all the live blogging and Twitter by which we can keep ourselves virtually present at the event.

The details , discussions and the slides shared on Day 1 can be found on the following links:

SMX Advanced Seattle Agenda – June 7, 2011

http://searchmarketingexpo.com/advanced/2011/full_agenda

On Tuesday morning, SEOmoz’s Rand Fishkin presented evidence at our SMX Advanced conference that there’s a high correlation between Facebook Shares and ranking well on search engines. In afternoon, the head of Google’s web spam team Matt Cutts said that Google doesn’t see Facebook Share data at all. An SEO-search engine catfight? No, both actually agree.

 The Bing Party SMX Advanced  Seattle 2011

Read more on the following link:

http://searchengineland.com/its-not-he-said-she-said-over-google-rankings-facebook-shares-80601

Day one of our SMX Advanced conference is wrapping up with a late afternoon tradition: Danny Sullivan’s “You & A” conversation with Google’s top spam cop, Matt Cutts. The session is due to start at 5:00 pm PST but, just between us, it’s bit hectic up front and gut feeling is that we’ll be a little late. (In other words, the Cuttlets are already out in force and Matt is being mobbed.)

Read more on the following link:

http://searchengineland.com/smx-advanced-liveblog-you-a-keynote-with-googles-matt-cutts-80576

It’s the first session of the show so Danny spends some time going over the housekeeping stuff. He explains how people are supposed to tweet the sessions, how it would costs eight gazillion dollars to outfit the entire room with power strips and lots of other housekeeping stuff. You’re not here so that stuff probably doesn’t concern you. Luckily for you it’s time to get to the search stuff.

Read more on the following link:

http://outspokenmedia.com/internet-marketing-conferences/seo-periodic-table/

How hard can a panel called “The Really Complicated Technical SEO Infrastructure Issues” be to liveblog, right? It’s not like the panel is full of totally smart people who can think rings around the rest of us or anything…

Read more on the following link:

http://www.bruceclay.com/blog/2011/06/the-really-complicated-technical-seo-infrastructure-issues-smx-advanced/

Links To The Slide Decks by @jennita and @randfish of @seomoz :

http://www.slideshare.net/jennifersablelopez/the-social-mind-vs-the-seo-mind
http://www.slideshare.net/randfish/interesting-data-from-the-2011-ranking-factors

Matt Cutts Has The Panda With Him  SMX Advanced Seattle 2011 - Hey! Don't  Miss The Shoes...

Hashtag for the show is #smx catch up with the trending topic for the SEO industry on http://twitter.com/#!/search/realtime/%23smx or you can follow @smx

The Leading Search & Social Marketing Events 2011 Has Started With (Asia & Europe)

As the year starts there are major conferences, summits and expos being conducted all over the globe for every major industry. As far as the search industry is concerned January 2011 saw the Click Asia Summit 2011 - CAS 2011 taking place at Mumbai – India which was a 3 day summit with a focus on ‘The Power Of Digital And Mobile Marketing In Asia’.

We covered the highlights of the CAS 2011 on our blog earlier on :

https://blog.webpro.in/2011/01/highlights-of-conference-click-asia.html

http://www.searchenginejournal.com/click-asia-summit-2011/27498/

The Complete 3 Day Agenda for CAS 2011 can be viewed here:

http://www.clickasiasummit.com/agenda/

The Speaker Profiles:

http://www.clickasiasummit.com/speakers/

In February 2011 we have the Search Engine Strategies - SES London being conducted from Feb. 21 2011 to Feb. 25 2011. The details of the following event can be viewed on the following links:

About Search Engine Strategies - SES:

Since 1999, SES has been the leading international conference series for webmasters, digital agencies, online marketers and corporate decision makers. Over the years SES has guided search marketers of all skill levels through the fast changing and complex world of search — the single fastest growing marketing sector… Read More On: http://www.searchenginestrategies.com/about.html

Agenda Overview: SES London 2011 - 21-25 February

http://www.searchenginestrategies.com/london/agenda.php

The Speaker Profiles:

http://www.searchenginestrategies.com/london/speaker-profiles.php

SES Magazine View latest issue:

http://www.searchenginestrategies.com/_pdfs/magazines/2011/sesmagazine-january2011.html

If we observe the agenda of both the Search events we can see that there is a clear focus on SEO, Social Media, Analytics Metrics and Digital Asset Optimization. Both the events CAS 2011 and SES London 2011 cover the basic and advance level tracks. Hence such events not only give an opportunity to the well established professionals in this field to get an idea about advanced concepts and trends but also give a platform to a newbie or a startup to get the direction and confidence to go ahead in the field of online marketing.

Other Search & Social Media Industry Events to look forward to in March 2011 are:

Link Building Seminar 2011 Locations: London, UK and New Orleans, LA
View Details on : https://www.distilled.co.uk/events/linkbuilding-seminar-2011

SES New York From March 21st 2011 to March 25th 2011
View Details On: http://www.searchenginestrategies.com/newyork/

The Highlights Of Conference Click Asia Summit 2011- ‘The Power Of Digital And Mobile Marketing In Asia’

Last week I had the Opportunity to participate in the largest marketing event in Asia delivering Digital, Social and Mobile marketing solutions – Click Asia Summit 2011. It was a 3 day summit with a focus on ‘The Power Of Digital And Mobile Marketing In Asia’.

The highlights of the conference:

The conference started of with a very inspiring keynote by Gurbaksh Chahal, RadiumOne . It proved a point  that in order to be successful in the digital world one does not need a string of degrees and qualifications attached to his name but a focused approach , dedication and hard work. Gurbaksh’s session encouraged the entrepreneurs to take failure also as an opportunity and go ahead with more positivity rather than getting bogged down. 

The delegates had to keep choosing the options of the sessions available , trust me it was a tough one as whenever you made a choice somewhere you felt that you are missing out on the other session which was equally informative.

The sessions onMobile Web: The New Mass Media byMahesh Narayanan, Google India and There's an App for That! By  Neil Burton, Web Spiders – UK proved that   mobile marketing strategy  has to be a part of your digital marketing strategy  if you want to future proof your online presence for the long run as statistics and data proved that more and more people are switching on to their smart phones to surf the web and downloading more and more Apps. For their smart phones.

But I think that as smart phones become smarter and internet connectivity becomes better and cheaper  for the handsets there will be no need to download Apps. But the handsets will be used more like we use our laptops today. We discarded our desktops for laptops, now we shall discard our laptops for smartphones and that will literally put all the power in the hands of the people as people will shop surf more online due to the ease and accessibility always available in their hands.

Read more on :http://www.searchenginejournal.com/the-future-of-e-commerce-and-online-business/27002/

The presentation on Metrics-Analysis-Action! And the Day 2 Keynote on Digital Analytics By Gillian Muessig, SEOmoz focused on the following points:

  • No analytics signal is a signal in itself
  • Data is not information and reporting is not analytics
  • Always dive deeper  and track to find answers to how the offline and online advertising is lifting each other
  • Data is not analytics –  As just having a car is not sufficient  you need a driver to drive it – Just data is not enough you need to analyze it and decompose the metrics to get answers which will help you to take corrective actions and right decisions.

Gillian’s informal way of speaking and reaching out to the audience for questions attracted everyone’s attention and made a dry topic like analytics very interesting.

The sessions on : 

Advanced View on PPC vs. Organic by Jeff Adelson Yan, Levelwing

Search Engine Marketing - Dead and Buried? (PANEL)  by

Milind Mody, eBrandz

Navneet Kaushal, PageTraffic

Raghavendra Satish Peri,IBM

Best Practices: Online Marketing Vivek Bhargava, Communicate2 

They all focused on the importance of having a marketing mix of SEO, PPC, Local Search with a focus on Google Places. They also stressed on the fact on how one marketing strategy helps on leveraging the other sometimes directly and sometimes indirectly. As these topics a very vast in themselves the extent to which they were discussed was not sufficient and satisfactory.

The first day concluded with a refreshing session by Mr. Anupam Kher touching the human side of technology and baffling everyone with a down to earth talk and chat on how success has made him more humble and how failure and adversities in life can make you a better person.

On day 2 the following workshops:

Ecommerce In India: Opportunities & Challenges (PANEL)

Dirk van Quaquebeke, Brandmile Ptd. Ltd.

Kunal Bahl, Snapdeal India

Digital Marketing, Lead Nurturing and Social Media for B2B Enterprises

Neil Burton, Web Spiders - UK

Anol Bhattacharya, GetIT

Mobile Marketing & Brands in the Mobile Web Environment

Naveen Tewari, InMobi

Rajiv Hiranandani, Altruist-Mobile2Win

Clearly stated the emerging of the mobile web and the current trend of mobile Apps. Kunal Bahl described the ABCD of Indians as A for Astrology, B for bollywood, C for Cricket and D for discounts.  and went ahead to discuss the success of Snapdeal India . The key factor for any ecommerce site to be successful is to give a predictable experience on the site to the visitor was the main takeaway. 

Dirk van Quaquebeke, Brandmile Ptd. Ltd. Mentioned that the India is fashion conscious, Indians have disposable income and are early   adapters to e-commerce and deals and discounts work well in the Indian market.

Neil Burton, Web Spiders – UK and Anol Bhattacharya, GetIT spoke about lead nurturing and Social media in a B2B scenario . The importance of content  for lead nurturing was highlighted . 

The content should be remarkable and  ignite conversations. The main takeaway - Content provides the context for conversations in social media. In a B2B scenario for social media forget about the image supply as much as information as possible. The main ROI for a B2B campaign is lead generation and building relationships.

  • B2B is different  from B2C
  • Create a strategy
  • Talk business from start
  • Talk numbers , statistics and data
  • Build a community

The session on Twitter for Business by Pradeep Chopra, Digital Vidya was a runaway hit with a very  individual style of conducting the session Pradeep Chopra immediately connected with the participants and I am sure convinced everyone to start tweeting.

The # tag for the conference #cas11 surely became the trending topic.

On day 3 there were two specialized workshops to choose from, one was on Advanced SEO and the other one was on Social Media Marketing.

The SEO workshop  was conducted by Bill Hunt, Back Azimuth Consulting and Benedict Hayes, Communicate2

Rajiv Dingra, WAT Media spoke about the importance of blogging.

They were full day workshops covering the following topics:

Time
Advanced SEO Workshop
Social Media Marketing Workshop
9.00 am - 5.00 pm

Bill Hunt, Back Azimuth Consulting

Benedict Hayes, Communicate2

Rajiv Dingra, WAT Media

Gaurav Mishra, MSLGROUP Asia

Gillian Muessig, SEOmoz

Introduction
SEO Factors
Architecture
Content
Authority
The Algorithm
SEO Campaign Strategy
1. Real-life social networking game
How do we connect with others on social networks around our passions?
How do connections lead to conversations, collaboration and community?
How can brands connect with people around their passions?
SEO for Complex Websites
The Challenges
The Specific Challenges for Large Sites
What to Avoid in, Large Sites Especially
How to Rope in Stakeholders
How to Maximize your Search Shelf Space
How to Centralize your Efforts
The Downstream Impact
How to Maximize Searcher Stimuli
2. Community-centric integrated marketing
How is the social web changing integrated marketing and the role of agencies?
How can brands create a series of integrated marketing campaigns that build upon each other?
How can brands leverage owned, paid and earned media into their integrated marketing strategy?
Pepsi Refresh case study.
Managing Complex Search Programs
How to Effectively Deliver Search at Scale
Key Focus Areas for an Enterprise
How to Integrate SEO in the Workflow
Roles and Responsibilities within the SEO Team
How to Make a Page Search Friendly
What are Organic Search Diagnostic Metrics?
What are Organic Search Performance Metrics?
3. Social web strategy for business impact
How can brands leverage conversations, campaigns and communities for business impact?
How can brands build online communities to organize and energize their evangelists?
How can brands measure business impact, platform influence and program engagement?
Dell case study.
The Dynamic Issues in SEO
Spidering
About URLs
Indexing
Optimization
Listing
How to Manage Keywords
Understanding the Intent of the Searcher
4. Social web strategy in the B2C context
How can brands use contests to build high-engagement communities?
How can brands use communities to drive retail footfalls?
How can brands create cause-based communities to connect with their stakeholders?
Starbucks case study.
How to Manage Complex PPC
Keywords
Creative Development
Google Quality Score
Optimizing Landing Pages
5. Social web strategy in the B2B context
How can brands use communities to strengthen relationships with partners?
How can brands use communities to attract and motivate talent?
How can brands use communities to establish thought leadership?
Microsoft case study.
How to Measure the Success of a SEO Campaign
Reporting
Executive Dashboard
Search Health Report
PLP Scorecard
Search Effectiveness Metrics
Integration Metrics
How to Build a Business Case
6. Strategy on a post-it note game
What are our brand values and business objectives?
Who are our brand evangelists and what are their passions?
What is our core platform and program strategy and how will we measure success?
Searcher Intent Modeling
Searcher Intent Modeling Overview
Searcher Intent Modeling Steps
Integrating Paid & Organic Search
Keyword Arbitration
The Challenges
The Keyword Conflicts
How to Allocate Keywords
Link Building
Digital Asset Optimization
The Challenges
A Checklist
The Best Practices
Enabling Success in a Large-Scale Global Search Marketing Program
The Burning Issues
Fundamentals of Search marketing
Search Organization Audit
Enterprise Search Ecosystem
Managing a SEO Process
Managing a Team
Managing the Keywords
Managing the Technology
Managing the Performance
Managing the Priorities
SEO Ahmedabad

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