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Lee Odden "Author, "Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing"" RSS Feed (Minneapolis, MN)

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5.0 out of 5 stars Five Stars, June 5, 2015
Verified Purchase(What's this?)
Sweet kicks!
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Social Content Marketing for Entrepreneurs
Social Content Marketing for Entrepreneurs
by James Barry
Edition: Paperback
Price: $59.95
30 used & new from $38.02

1 of 1 people found the following review helpful
5.0 out of 5 stars Moving beyond mechanical marketing tactics into creating more meaningful content ..., March 6, 2015
Moving beyond mechanical marketing tactics into creating more meaningful content and social experiences differentiates success from failure in today’s digital world. Social Content Marketing for Entrepreneurs by Dr. Jim Barry is a comprehensive, can’t miss guide for developing credible, authoritative marketing that connects with buyers intellectually and emotionally.

Pioneers of Digital: Success Stories from Leaders in Advertising, Marketing, Search and Social Media
Pioneers of Digital: Success Stories from Leaders in Advertising, Marketing, Search and Social Media
by Paul Springer
Edition: Paperback
Price: $24.44
58 used & new from $2.81

1 of 1 people found the following review helpful
5.0 out of 5 stars Facts Tell, Stories Sell - Essential Lessons for Digital Marketers, February 7, 2013
What I like about this book is that Paul and Mel have brought together stories from a diverse mix of digital thought leaders. It's through variety that those lessons learned provide the reader with a bigger picture of what matters in digital communications.

Each interview is thorough, offering backstory and history as well as milestones that led each individual from Aviniash Kaushik of Google to Actor Stephen Fry towards exploration and innovation in the digital space. Beyond the individual biographies, the book ends with a section called, "Lessons from pioneers" that offers unexpected insights that are worth the price of the book all on their own.

Think Like Zuck: The Five Business Secrets of Facebook's Improbably Brilliant CEO Mark Zuckerberg
Think Like Zuck: The Five Business Secrets of Facebook's Improbably Brilliant CEO Mark Zuckerberg
by Ekaterina Walter
Edition: Hardcover
Price: $20.63
77 used & new from $2.30

2 of 3 people found the following review helpful
5.0 out of 5 stars Who Dares, Wins and this Book is a Winner, January 23, 2013
I've known Ekaterina for several years and after seeing her rapid rise within Intel, my expectations were high for Think Like Zuck. She did not disappoint.

Whether you're an entrepreneur or an intraprenuer, nailing core principles is often what stands in the way of, or accelerates business success. What makes Think Like Zuck an interesting read are the compelling examples, lessons and insightful stories from Facebook and other visionary companies that Ekaterina has painstakingly researched and analyzed. She literally takes you on a journey from passion to partnerships. With a clear purpose behind every idea and the right people and leadership to execute, there's no stopping whatever venture you're inspired to start. Think Like Zuck gives readers an essential framework for innovation and entrepreneurial success.

APE: Author, Publisher, Entrepreneur-How to Publish a Book
APE: Author, Publisher, Entrepreneur-How to Publish a Book
Price: $9.99

8 of 8 people found the following review helpful
5.0 out of 5 stars APE is THE Guide to Brandividual Publishing, December 11, 2012
As brands have approached their marketing more like publishers and individuals increasingly leverage social technologies to build their brands, APE offers the emerging class of "brandividuals" a priceless step by step guide to self publishing.

Guiding the reader from Author to Publisher to Entrepreneur is a particularly useful model to help writers see 360 degrees of what's needed to successfully create, publish and promote a book. Kawasaki and Welch are generous in their detailed explanation of everything from tools, writing and financing a book to editing, distribution and marketing. Virtually every chapter title includes the words "How to", which is an indication of the practical, tactical and actionable nature of APE.

If I'd had a resource like APE before publishing my first book, who knows what might have happened?

Knife King "Baby Blue" Custom Damascus Handmade Folding Knife. Comes with a sheath.
Knife King "Baby Blue" Custom Damascus Handmade Folding Knife. Comes with a sheath.
Offered by Knife King
Price: $150.00
5 used & new from $64.00

2 of 3 people found the following review helpful
5.0 out of 5 stars As Good As It Looks, December 3, 2012
Verified Purchase(What's this?)
While the reviews were good I wasn't sure of the quality at this price. The knife arrived as promised, well packaged and oiled. The knife itself is great looking and as unique as it appears in the photos. The weight is perfect as is the balance (for me). The sheath is thick leather and fits the knife fine. I bought it as a gift and I plan on getting one for myself as well.

Social Media Marketing: An Hour a Day
Social Media Marketing: An Hour a Day
by Dave Evans
Edition: Paperback
138 used & new from $0.01

2 of 5 people found the following review helpful
4.0 out of 5 stars Interview with Dave Evans, Author of Social Media Marketing An Hour A Day, November 29, 2009
Book reviews are great and so are interviews. Here's an interview I did with Author Dave Evans, Author of Social Media Marketing: An Hour a Day.

The notion of taking a slice of time per day to conduct social media marketing activities is such spot-on advice, that I wanted to bring more insights from the book author, Dave Evans, to our readers.

In this interview Dave talks about the genesis of the book, thoughts on social media strategy, innovation, building a business case, practical examples and measuring success. Enjoy!

Lee: First, please share some about your background and experience as a social media marketer.

Dave: My interest in social media and marketing developed while I was working at GSD&M in Austin. At work, I was part of a team that was making ads all day. At night, as a consumer, I was looking for ways to skip them. The irony of that was not lost on me. In 2003 as I was working on an advergame program for Dial's "Coast" soap brand built around Matt Hoffman's ProBMX game I realized that advertising may be better received if it had a very strong participative, non-interruptive character. That got me interested in what was emerging as the Social Web, aka, Web 2.0-and the content that people make and then share-and to the discipline of social media based marketing.

Lee: You've written a great book, "Social Media Marketing an Hour A Day". What prompted you to write it and if you were to write your own 50 word or less review, what would it be?

Dave: First, thank you for the compliment. I sincerely appreciate the positive reception to my first book. I had been thinking about writing a book based on the work I doing around the purchase funnel and the impact of word-of-mouth, and as an expansion of a whitepaper on social media that I'd written in 2004 when serendipity stepped in. Wiley|Sybex' Acquisition Editor Willem Knibbe called me and asked if I'd write this book. It was an honor to say `yes'. Eleven months later it was on Amazon.

The book itself is designed for social media practitioners, traditional marketers, and others interested in applying social media based concepts and practices to marketing. In 55 daily one-hour exercises, it presents a survey of the Social Web, resources and tools for aligning a brand with the specific needs of highly connected consumers, and important tips and best practices ranging from disclosure and transparency to effectively presenting a social media program.

Lee: In the course of having conversations with people about what you do and the book, how do you define "social media" for people who aren't in the digital marketing business.

Dave: I define social media as it applies to marketing in terms of the content-text, audio, photos, videos-that is created and shared on and through the web for the purpose of conveying an experience or influence an outcome. Note that this applies equally to consumers and marketers: the key word in my definition is "participative," which is of course what separates social from traditional media.

Lee: What arguments or business case justifications have you found to be the most effective for investing time, people and other resources into social media engagements?

Dave: The most compelling case I know of is showing a brand or product manager what is being said about his/her brand, product, or service on the Social Web and then asking what is being done to leverage, correct, or otherwise respond to this conversation. Too often the answer is "nothing" which is course a mistake: Positive conversations are floating past without being tapped, and negative discussions are left unchecked. The result is a slower product or service evolution cycle than what be available if these same resources were tapped, and that translates directly into a competitive disadvantage. In these times, who can afford that?

Lee: When developing a social media strategy, how do you decide the tactical mix? Facebook, Twitter, YouTube or something completely different?

Dave: I begin with business objectives and an understanding of the audience. A listening strategy is distinct from an outreach effort, and without a handle on objectives and audience it's impossible to develop either of these. For many applications, simply listening and understanding current conversation is the right starting point: Using Twitter, Flickr, Facebook for marketing...all comes later.

Lee: What's your decision making process when it comes to testing and implementing social media engagement efforts with specific tactics?

Dave: First and foremost, I help clients develop a quantitative baseline: What is the state of the current marketing program? As noted above, next up is the integration of objectives and audience data. With these pieces in place, we can devise experiments-often based on early listening results-that involve selected social channels which work to supplement what is happening in other marketing channels.

Lee: What strategies do you use to measure the effectiveness of social media? What metrics make the most impact when reporting them upstream in an organization - to key executives or CEO?

Dave: I am a strong advocate of quantitative measurement: Chapter 13 of "Social Media Marketing: An Hour a Day" is dedicated to it. The Social Web, because it is digital, is fundamentally measurable. There are a number of platforms that facilitate direct measurement of conversations, and which give you a handle on what is being said. Then, by connecting social analytics with web analytics via referrer and related data (not perfect, but better than nothing) we can tie the conversational impact to the conversion process. This opens the entire set of traditional web measures which can be used to establish an ROI and other fundamental indicators that are of interest at the C-level.

Lee: Can you share an example of how you've successfully employed a social media effort (large scale or a specific tactic) and how you measured success? (marketing, ORM, branding, etc) URLs to examples are very much appreciated.

Dave: Three come to mind immediately, as all are fundamentally different in their goals.

First, Meredith Publishing and its communities like Parents/American Baby and Better Homes and Gardens. Working with Meredith's Community Manager we developed a strategic roadmap guiding their use of the Pluck community platform. The objective was stronger engagement between individual print and online subscribers via the content discussions in which they were engaged. In this case, we gauged success in terms of page views-the base line indicator for publishers-and the size of the community as it grew over time.

Next is Premiere Global, a provider of scalable electronic messaging services. Premiere's platform powers many of the financial trade transaction confirmations that people receive, hurricane evacuation notices, and similar. Premiere developed an API around its platform, and then invited developers to build monetized application using these tools. Working with Austin's FG SQUARED, we developed a support and learning community built on the Jive Software platform for application developers to facilitate the spread of tips and knowledge in order to build more and better application based on PGI's underlying API and service platform. We are measuring the number of applications developed, and the revenue associate with them. This is essential a direct measure of ROI.

Finally, working again with FG SQUARED and its client, University Federal Credit Union, we implemented Techrigy's SM2 social media monitoring platform to engage the credit unions marketing and operations units with conversations of interest. This is the first step in what will be a larger social media based implementation, and is a great example of the ways in which innovators within organizations can take initial steps into social media. Measurement in this case is related to the conversations uncovered, and their value in terms of intelligence to the firm.

Lee: Please share 3-4 resources for staying on top of social media marketing trends and tactics:

Dave: First, the social web itself. I learn more everyday by simply listening to what others are doing than I do via any other source. Industry resources-emarketer, Forrester Research, ClickZ (disclosure: I write for ClickZ) and blogs likes yours. Twitter is at the top of my list, in part because I follow a lot of social media professionals: I'm a passionate work-a-holic and tend to everything for work related purposes. The conversations of experts ranging from Robert Scoble to Jeremiah Owyang are all important sources of learning. Books that I often recommend include Charlene Li and Josh Bernoff's "Groundswell: Winning in a World Transformed by Social Technologies", Fred Reichheld's "The Ultimate Question: Driving Good Profits and True Growth", and Avinash Kaushik's "Web Analytics: An Hour a Day."

YouTube and Video Marketing: An Hour a Day
YouTube and Video Marketing: An Hour a Day
by Greg Jarboe
Edition: Paperback
48 used & new from $0.01

11 of 11 people found the following review helpful
5.0 out of 5 stars The Next Big Thing in Digital Marketing? YouTube and Video, November 29, 2009
"Master Story Teller", that's how I would describe Greg Jarboe, someone I've known in the internet marketing and PR world for several years. Now he's pioneered yet another essential digital marketing channel: online video. In YouTube and Video Marketing: An Hour A Day, Greg has assembled a priceless collection of insights, examples and practical tips for companies that want, that need, to understand how to use video marketing to grow their business. You cannot afford to miss this story."

That's the endorsement I gave Greg's new book based on the pre-published preview copy. I got ahold of a copy of the final book summer 2009 and I thought it very timely to provide a more in-depth review.

As an active participant in the marketing industry ([...]), I see a lot of companies trying to get their arms around what will be the "next big thing" in digital marketing and social media. With YouTube the second most popular search engine after Google, video marketing is a big part of that answer.

What's great about the "An Hour A Day" series from Wiley is that each book is structured around practical tips. Sure, there's mention of a dead terrorist Ventriloquist dummy and Paris Hilton in jail, but you'll also find great background information on the emergence of YouTube as the dominant online video hosting service on the front end and "Mysteries of Online Video Revealed" on the back end. In between, chapters 3-10 offer a day by day, week by week plan for developing and executing a video marketing effort over 8 months that any motivated marketer can follow.

The "guts" of the practical tips in this book start with mapping out a video marketing strategy, finding influencers on YouTube and other video services and a clever reversal of the "old map of mass media". You'll also find very specific video optimization tips starting with keyword research and tools as well as specific video optimization tips for YouTube, other video sites and types of video promotion.

A few of the useful video optimization tips include:

1. YouTube SEO involves including keywords in the title, description and tags. Attracting views and ratings is also helpful for better rankings on YouTube.

2. Web video SEO involves using keywords on the page the video is embedded in as well as in anchor text links to the page. Filenames, metadata and RSS enclosures are also opportunities for keyword inclusion.

You'll find many more tips on video marketing besides those focused on SEO. The video marketing plan outlined in Jarboe's book continues with tips on creating viral video content using an ample number of specific examples and then covers the brass tacks of creating a YouTube channel and socializing within the YouTube community.

While a lot of the popular videos on the web are of the home grown, Flip video type, there's a lot to be said for good video production skills and chapter 6 covers everything from video formats to ideal resolution to editing software. Jarboe also offers advice on becoming a YouTube partner and advertiser before getting into the metrics of YouTube Insight (Trust but Verify) and illustrating the measurement of outcomes vs outputs.

In the way that Andrew Goodman "wrote the book" on Google AdWords, Greg Jarboe is undoubtedly the guy who "wrote the book" on YouTube and Video Marketing. If video is in your social media and content marketing future, this book is an excellent starting point.

Check it out:
YouTube and Video Marketing: An Hour a Day
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Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR
Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR
by Deirdre Breakenridge
Edition: Hardcover
Price: $20.47
74 used & new from $0.01

0 of 1 people found the following review helpful
5.0 out of 5 stars A Survival Guide for the Future of Public Relations, November 29, 2009
I've known Brian Solis through our common industry involvement with social media and the Public Relations world for several years. We've never done business together, but I think of Brian as a thought leader not because he's popular on the social web or because his blogs ranks in the top 5 of Advertising Age Power 150 marketing blogs. (Consistently ranking 1 spot above my own - damn you Brian!)

Brian is a thought leader in the PR and Social Media world because of his leadership in advancing public knowledge on the topics. His thinking has helped pioneer the popularity of the hottest marketing and communications channel since the internet gained mass adoption. The best part is that he's partnered with Deidre Breakenridge, also a pioneer in the world of PR and accomplished author, to document their strategic insight into the changing world of Public Relations and specifically what PR and communications professionals can do to survive and thrive in a word of democratized information.

As an active participant in the PR industry, my own agency's work ([...]) with providing SEO consulting to Public Relations organizations as well as speaking at PR events has provided ample exposure to the explosion in interest in social media for communications. It's more than interest though. For many PR professionals and agencies, it's a desperate need to innovate to stay alive and be competitive.

Companies are driving their PR firms and internal staff to adapt to new media and social technologies in order to remain visible to their customers. Consumer trends in information discovery, consumption and sharing have shifted the centers of influence from traditional media outlets to a combination of bloggers and social media savvy publishers. With those changes afoot, this book offers a 360 degree view in 5 parts for PR professionals to begin participating vs pushing with customers vs users.

Part I: There's something wrong with PR. Putting the Public Back in Public Relations outlines some of the key issues facing public relations professionals and why traditional PR tactics simply aren't as effective. Instead of information conduits, PR practitioners need to be part of the story and conversation. It's about dialogue, not monologue.

Through their own insights and from those in the thick of the PR industry, Solis and Breakenridge cover key issues facing the PR industry and make comparisons between traditional PR and PR 2.0 as well as what role new media PR plays in the changing world of journalism.

Part II: Tools and tactics to join and succeed in customer conversations. Understanding the new world of social and digital PR starts by getting a handle on the language. That means getting rid of terms like "users", "audience" and "messages". It's customers we're trying to reach with information and stories, not generics like "users". Approach marketing more as a consumer and less like a "PR person" to show your investment in knowledge, your empathy for customer needs and understanding of what's important.

The tactics to engage customers outlined in the book include: blogger relations, social media news releases, video news releases (2.0) and corporate blogging. Tips are given in each area as well as tools.

Part III: Social Media is not about the technology, it's about the people. Social tools can be overwhelming, so it's important to remember that tools will change, but the importance of engaging with people will always be important. Using standard marketing tactics and messages with social tools does not lead to engagement. PR professionals would be keen to focus on the sociology of internet communities more than their need to disseminate information.

Participation with social networks (Facebook), micromedia (Twitter) and facilitating those channels to reach PR objectives is more about communicating with people, not at them. Besides outlining the key social roles of PR professionals, the book also provides specific advice on how to integrate those roles into the PR organization.

Part IV: The future for PR is about community. Social media isn't just about PR and can affect all aspects of an organization from marketing to customer service to product development. The role of community relations is essential in a PR 2.0 strategy. As PR professionals participate in communities and tell brand and product stories, they're also in a position to listen to customers and gain valuable insight into the effect of their efforts as well as new communications opportunities. Solis and Breakenridge provide specific guidelines for community managers, developing an inbound and outbound communications program, social tools, rules for breaking news and new metrics for PR 2.0.

Part V: How does it all fit together? The convergence of PR 1.0 and 2.0 means the PR industry needs to embrace the changes brought on by the social web and incorporate expertise from other disciplines such as: web marketing, web analytics, viral marketing, customer service, social tools, focus groups and crowdsourcing, cultural anthropology and market analysis.

As mentioned earlier, PR cannot succeed simply through information distribution, but through content creation and social participation. PR must become part of the conversation with customers.

I've only touched on a few of the key points from the book, which is why you should probably check out the book yourself. But my overall impression is that "Putting the Public Back in Public Relations" is a must-read book for anyone in PR or marketing that wants to stay alive and thrive on the social web. There's a well structured mix of PR industry level setting and social media principles right along with practical tactics and insights readers can implement as soon as they put it down.

Check it out here:

Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR
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Socialnomics: How Social Media Transforms the Way We Live and Do Business
Socialnomics: How Social Media Transforms the Way We Live and Do Business
by Erik Qualman
Edition: Hardcover
80 used & new from $0.01

2 of 2 people found the following review helpful
4.0 out of 5 stars Socialnomics Makes Sense Out of Social Media, November 29, 2009
"Online word of mouth has made many traditional marketing strategies obsolete". Those are powerful words and central to the theme in "Socialnomics" by Erik Qualman, Global VP for Online Marketing for EF Educatio. I've seen Socialnomics online and in bookstores, but it wasn't until I connected with Erik on Twitter that I decided to buy and review it.

I appreciate Erik's "It's a people driven economy stupid" characterization because it's how I've viewed social media since our digital marketing & PR agency started blogging ( and using social news/bookmarking sites in 2004: as technology that facilitates word of mouth. When presenting at conferences, I often say to audiences that if a company has strong word of mouth in the offline world, then Social Media may be a powerful option for them. If not, perhaps social media can help them get word of mouth started.

While many companies are "doing social media" as many marketers put it, most are shooting from the hip. Socialnomics explores the impact social media is having on the way companies are developing and marketing products that reaches consumers directly and eliminates middleman waste.

Here's the chapter breakdown:

Word of Mouth Goes World of Mouth - Social media beats porn? Wow. Social media can seem like information overload, but the reality is that your network can filter the noise as can search engines that increasingly rely on social signals. News is push and bloggers are news. Publishing business models need to adapt as do marketing departments that want to best leverage social media communication channels.

Social Media = Preventative Behavior (What happens in Vegas stays on YouTube) - Social media enables people to be open about their interests and lives attracted by the notion of being part of something. Individuals and companies realize this openness and are adjusting what they publish accordingly. Once something is published on the web, it's forever.

While some companies work to drown out negative sentiment and commentary about their brands, products and services, others see the opportunity to engage with customers about their concerns and leverage that insight to create better solutions.

Social Media = Braggadocian Behavior (It's all about me, me, me) - Social media is becoming a bigger part of people's lives involving relationships, communications, and entertainment. Both Gen Y and Z aspire to changing the world around them using social media, maybe because their interpersonal skills in the real world are hampered overuse of social tools.

Obama's Success Driven by Social Media - Great breakdown of the Obama campaign's use of social tools like video and what companies can learn from it.

I Care More about What My Neighbor Thinks than What Google Thinks - Social what? Socialommerce - the transactional, search and marketing components of social media. This is more about the pull of social. Instead of us going to what we want via search, what we want comes to us via social media. 76% rely on recommendations from others vs 15% that rely on advertising.

Death of a Social Schizophrenia - The initial popularity of representing different personas will give way to real transparency of character as social media participants mature and realize the difficulty of maintaining different identities.
The best marketing investment companies can make in a social media world is in the quality of their products and a focus on being the best. Quality and focus facilitates word of mouth and referrals vs traditional push marketing, so marketers will need to adopt new roles that involve listening, engaging and reacting.

Winners and Losers in a 140 Character World - Great mix of good and bad examples of social media use by companies. Being honest is appreciated by consumers and the future of social media advertising means including both advertisers and audiences in the content creation process. SEO and social media go hand in hand, a topic that TopRank could write an entire book about.

Next Step for Companies and The "Glass House Generation" - The last chapter focuses first on putting search agencies out of business, PPC agencies that is, through a socialnomic model where search engines get paid for sales, not clicks, by advertisers. At the same time, Google's efforts with social search (the Google and Bing deals with Twitter and Facbook post date the book) are important and warrant marketers' attention. YouTube after all, is the second most popular search engine, not Yahoo.

Companies should consider carefully, whether to build their own social network vs using a social network platform that already exists, such as Facebook or LinkedIn. Social media will play a huge part in jobs and recruiting, especially for those job seekers and employees that successfully use social tools.

When writing a book, you have to pick your battles with a topic like social media since there are so many angles, approaches and topics that could be covered. I guess that explains why there are so many books on social media.

Socialnomics does a good job of presenting high level analysis and practical impact sandwiched by stories that marketers can appreciate. The key points bulleted out after each chapter are handy and I recommend reading them before you read the actual chapters.

I appreciate the nod to the SEO value of social media content, but my heavily biased opinion is that there's a lot more to be said. Search Marketing agencies that speak social fluently (like are distinct from PPC or advertising agencies. I don't think advertising is going away, but it's certainly going to change and adapt according to advertiser shifts in budgets. Some of that may go to social advertising and some may go to something new not covered in the book.

Socialnomics: How social media transforms the way we live and do business
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