The common reaction to this news of another “must-have” social media channel is, another one!?   Though we don’t condone peer pressure, we have to encourage you to at least consider the wonderful opportunities that lie with Google+.  The remainder of this post will highlight key features of Google+ briefly.  Check out Part 2 for outstanding resources to check out (as is tradition), and a few examples of great Google+ Brand pages.

What is Google+?

Google Plus is a social network designed to perform “real-life sharing, rethought for the web”.  For businesses, this means a way to connect and engage with customers and fans on a more intimate level (if desired).  This is accomplished through the following features:

1. Circles: A way to easily split up your connections into different “communication groups”. Put your friends from Saturday night in one circle, your parents in another, and your boss in a circle by himself, just like real life.
2. Hangouts: Up to 10 people can have a live video chat here, all together.   Bumping into friends while you’re out is one of the best parts of going out and about. With Hangouts, spontaneity hits the web.
3. +1 and comment sharing: Similar to Facebook “Likes” and posting comments, this is the Google+ version of interacting with content.
4. Easy picture and video sharing: Integration with Android powered phones, YouTube, and Picasa makes uploading photos and videos easier to Google+.
5. “Sparks”:  Industry conversations and knowledge sharing forum-like dashboard. Similar to Twitter “trending topics”, this brings news and hot conversations into the Google+ realm.
6. Search: Now, Google+ is integrated with Google Search so that any connections with your Google+ will pop up in your search queries.  Search brings you updates from your circles, news from around the web and public Google+ posts, giving you instant access to the topics you care about and the people who care about them along with you.

So why use Google+?

1. Improve your Google Search ranking and SEO; as Google is implementing +1’s and Google+ sharing into its search algorithm
2. Social is the new norm, even Google is adding a social component to all its products/services
3. Google+ now has 60+ million users
4. Early adopters gain a bigger following
5. Social CRM is improved with circles by allowing direct messaging based off how you form your different communication groups
6. You can have a nifty widget such as the one below on your website! Just be careful if you hide the amount of people in your circles on Google+, it will show as “In 0 people’s circles” in the widget (we have more friends than that!)

As you probably know, social media isn’t going anywhere, and neither is Google+.  As the search giant strives more and more to control the web and provide products that improve people’s lives, they are pushing more towards social.  Google+ is the baby child in their list of products, and they will surely spoil and pour all their energy into helping it grow up and mature.  Again, make sure to check out “Lists you shouldn’t miss: Google+ Part 2” for a full list of resources, blogs and examples of great Google+ pages.

1. WP101

WP101 includes easy to follow video WordPress resources including:

• What is WordPress?
• WordPress.com or WordPress.org?
• How to Install WordPress
• The Dashboard

Not all videos are free, but the ones that are free give a great introduction to WordPress. Visit WP101.com or subscribe.

2. WPBeginner

WPBeginner has a great 6 step guide for creating your first self-hosted WordPress blog as well as other topics including:

• How to Install and Setup WordPress SEO Plugin
• How to Install and Setup W3 Total Cache for Beginners
• 13 Vital Tips and Hacks to Protect Your WordPress Admin Area

3. WPCandy

General WordPress news including updates for popular themes and plugins. Some topics:

• WordPress.org and .com Join the SOPA Protests with Blackouts
• Gravity Charge with Integrate with WooCommerce
• How to Manage a Proper Multi-author WordPress Blog

4. SpeckyBoy

Speckyboy includes basic theme tutorials, theme collections, plugin collections, and other useful goodies.

• 10 WordPress Plugins to Help Optimize Performance
• 30 Fresh Minimal WordPress Themes (2011 Edition)
• Top 10 Social Bookmarking Plugins for WordPress

5. HongKiat

In addition to design and blogging tips, Hongkiat has a section dedicated for WordPress which includes everything from development to free plugins. Among some of their topics are:

• WordPress Search: Useful Plugins and Snippets
• Beginner’s Guide to WordPress Plugin Development
• Free Slideshow Plugins For WordPress – Best Of

Visit Honkiat.com or subscribe.

6. WPMods

WP Mods focuses on WordPress modification, maintenance and customization. Some topics include:

• Many WordPress Theme Stores Are Violating The General Public License
• Create a Sales Page Easily With The Convertible Landing Page WordPress Theme
• Essential WordPress Plugins

7. WordPress Codex

The Codex is one of the most important resources when it comes to learning WordPress. It is WordPress’s own documentation that contains information from beginner to advanced developer. Some beginner topics include:

• Getting Started with WordPress
• New To WordPress- Where to Start
• WordPress in Your Language
• Creating and Using Posts
• Using Permalinks

Did we miss any?

What were your favorite resources when learning WordPress? Did we miss some important ones? We hope these websites can help you further your WordPress knowledge! If you would like to learn more, check out our training offerings.

According to MarketLand, Enterprise-level corporations — those with 1,000 or more employees — are managing an average of 178 company-owned social media accounts each.   When you think about it, it really can be overwhelming.   Most companies do not have a planned solution for “overload” and yet it continues to grow year after year. As social media platforms continue to expand,  the need to have a clear social media marketing plan is just as necessary as a traditional marketing plan.   So, the big question becomes how do you conquer social media overload? Just like everything else, it starts with goals and objectives.

1. Social Media Goal Setting and Objectives

Whether or not you are already overloaded or just dipping your toes into social media and are overwhelmed by your options, the first step is to define your goals and objectives.  The below chart from a 2011 Marketing Sherpa report on Top Social Media Objectives gives you a good overview of key social media objectives to help you refine your objectives or set new ones.

Once you have determined your key objectives it will help you narrow down what social media platform works best for your business.

2. Education and Resources

Regardless of the number of social media platforms your business participates in, it still gets back to the basics - Education.  If you or your team do not know the basic features and applications of the platform or tool that you are using, you may find yourself “overwhelmed”.  Well-known sites like www.socialmediaexaminer.com and www.socialmediatoday.com  provide a wealth of information to help you learn how to use a wide range of social media platforms.  However, if you have a large staff or multiple departments using social media you may want to consider hiring a social media trainer to help you allocate your resources effectively.

If you would like help trying to assess your training needs and business goals, InfoTrust has an additional Training Needs Assessment Questionnaire available to help you outline your requirements and goals.

3. It’s Just Social Media

At a previous job, I had a particular stressful moment with our company’s music-on-hold project and the customer service representative on the other end said “Relax Tracy, its Just Music-On-Hold.”  I have to say, that is some of the best advice I have ever received.  So, when you are overwhelmed and bogged down by social media overload just remember to say to yourself “It’s Just Social Media.”    And, then remember to go back to the basics and determine your Goals and Objectives and investigate Educational Opportunities and Resources.

If you want to talk more about Social Media Overload and how Training can help, shoot me an e-mail at tracy@infotrustllc.com.

Companies

Almost 90% of companies plan to use social media for hiring.  Companies are getting their own story out via Facebook, Twitter, LinkedIn and YouTube.  They are making job seekers want to work there as they “sell” their culture and benefits.

Recruiters

They are sourcing candidates from social media over 50% more than 2 years ago.  Over half of companies out there plan on investing more money into social media recruitment.    Recruiters can easily search LinkedIn for key words and experiences.  Once candidates are sourced, you can bet your last dollar that most recruiters are going to check out your digital footprint and Google your name.  This is probably why employers are encouraging candidates to make their profiles more employer friendly.  Every 1 in 3 candidates are rejected for something an employer found online.

Hiring Managers

Hiring managers are connected through user groups and LinkedIn interest groups to colleagues.  That’s an easy way to source a candidate.  Everyone is looking at online content.

Job Seekers

The odds are not in your favor with 6 people for every job opening in America.  When managers look at your social media personality, you need to make sure it is your best image.

Employers:

• Get your job information out there on social media.  Your competition is.
• Use social media to a competitive advantage.
• Connect with passive candidates on social media.
• Make sure you are writing your own online story for people to read.

Candidates:

• Research your company before the interview.
• Make sure your online profile is a good representation of your skills and experiences.

These numbers are a call to action—use social media to your advantage!  If your company needs help putting social media to work for them in the recruiting process, please contact us.  We would love to help you gain a competitive edge.

Heather Alessandro

Establishing Your Goals

1. Determine your exact needs. What specifically do you want to achieve through training?
2. Establish exactly what you want to learn, how you want to learn it, and what you’re willing to pay for it.
3. Formulate your ideal outcome. What are your goals? What constitutes success?

Experience

4. Ask the company for background on their past presentations. How many have they done? Do they have a speaker bio(s)?
5. Ask for a list of specialties the company speaks about?  Make sure the company has experience in the subject(s) you are interested in.
6. Research the company or individual for certifications/credentials.  For example, if you would like a presentation on E-mail marketing does the company have any Marketing Sherpa certifications?
7. Ask for any case studies or testimonials from previous attendees or companies. Can you speak to former clients?
8. Google the company or presenter. Are they the in the top 5 results for their specialty?

Learning Style

9. Analyze your group learning style.  How does your staff learn best? Hands-on training? Problem solving? Work-sheet based training?
10. Make sure the company has the same learning style. Does the company offer custom presentations? Do they only do group sessions or one-on-one trainings?

Be Successful

Learning new skills and acquiring new knowledge is what allows us to continually improve ourselves and our companies. But, just like everything else you have to have the know-how to get the most out of the learning experience. Optimize the end results by taking the time to find the right trainer for your current needs.  If you would like more help trying to assess your business needs, InfoTrust has an additional Training Needs Assessment Questionnaire available to help you outline your requirements and goals.

We love lists.  So we decided to create a series of blog posts devoted to giving you valuable resources to help with your digital marketing strategy.  Hence the name, “Lists you shouldn’t miss”… kind of rhymes doesn’t it?  In the first blog post of this series, we will provide you with valuable resources for the wonderful tool: Google Analytics.

In a world with infinite resources available at your fingertips, it can get a bit overwhelming to sift through them all and find valuable content to follow.  The best way to stay informed, held true since the beginning of time, is to learn from others.  This old adage is especially true in today’s new digital world.

Some of the most valuable tips and tricks using Google Analytics can be found from other users.  We can do our part to stay on top of any updates and continuously educate ourselves.  But wouldn’t it be nice to just have a list of resources available or people to follow without searching for hours and digging through countless articles and blogs?  We think so too!  Below is a list of the best blogs to check out, all about Google Analytics:

1. Google Analytics Youtube Channel and Google Analytics Official Blog
   The latest news and content from the Google Analytics team and friends
   Follow @googleanalytics
2.  Avinash Kaushik
   Author, Digital Marketing Evagenlist- Google, Co-founder – Market Motive.
   Follow @Avinash
3. LunaMetrics
   Google Certified Partner, they bring the complete digital experience to brands using innovations in Google Analytics, SEO, PPC & Social Media
   Follow @LunaMetrics
4. E-Nor
   Helps measure success and leverage valuable and actionable insights.
   Follow @enorinc
5.  Closed Loop Marketing
   Design. Development. Conversion. Usability. Analytics.
   Follow @rgilliam
6. KissMetrics
   Guidance you need to help you succeed with online analytics, marketing and testing.
   Follow @KISSmetrics
7. Web Analytics World – Jump Digital
   Web Analytics World Blog
   Follow @waworld
8. Web Analytics Book
   Social Link Building Strategies
   Follow @webanalyticsnyc
9. Gordon Choi
   Analytics Insights, SEO/PPC/SEM/Tools/Tips/Google+
   Follow @gordonchoi
10.  SmartDate Collective
    The world’s thinkers on business intelligence and data analytics
    Follow @SmartDataCo
11. Online-Behavior
    Marketing Measurement and Optimization
    Follow @onbehavior

Most digital marketers would say Google Analytics is a powerful tool, but it’s only as effective as the human conductor and analyst.  There are so many ways to utilize it effectively, it can be daunting.  We hope this list was helpful to narrow down the resource selection available and highlight what’s out there.  For more information about Google Analytics, attend our free seminar Thursday, January 12 and make sure to check out our other blog posts about Google Analytics.

As always, we’d love hearing your thoughts!  If you have questions or you just want to chat, feel free to contact me at amin@infotrustllc.com.

SUMMARY:  In this post, we will provide a condensed overview of Google Analytics Real-Time along with 5 best practices for leveraging this feature in social media campaigns, email marketing and traditional advertising.

We all make marketing mistakes and blunders. What makes a real difference is how fast we make changes and get back on the right course. We need to keep our hands on the pulse, and be able to immediately notice and address problems and opportunities associated with landing pages, email campaigns, content creation and social media. Below is a screen shot of how Real-Time analytics looks (Name of the company is removed.)

1.  Events, Tradeshows and Conferences

I often attend conferences and various industry events. Organizations often invest quite a bit of money and time to make an impression at the tradeshow and get people to remember what they do. Since, at the conference you only have 1-2 days to make an impression it is important to see website traffic in real-time. Below is an example of how analytics shows you the location of your current website visitors. This way, if your event presence is not generating any buzz, you might want to try another tactic to generate buzz and website traffic from this event.

2.  Landing Page Optimization

A few months ago, I spoke at a conference on email marketing. One of the event sponsors had a table there. They were giving out business card size cards with a QR code to download a free guide on integrating email campaign with lead nurturing software that they were selling. Great marketing campaign, if you ask me. However, the landing page had a form that each person had to complete which was cumbersome, and likely turned a lot of people off. This is where real time analytics could become helpful again. Analytics could show that people are going to the landing page, but the conversion rate is tiny, and therefore the landing page has to be optimized immediately.

3. Social Media Viral Message Spread

Every time a new blog is posted and a video is released, it is a good idea to send a tweet and use numerous social media platforms to promote new content and generate traffic to the website. Immediately, you can track how far your message is spreading, where people are coming from and what are your top sources of traffic. For example, there might be a site that is generating quite a bit of traffic to your new blog post. If this is the case, a good strategy might be to go to that site, participate in any discussions about your message and maximize your exposure.

4. Website Change Tracking

We often get questions whether a website has Google Analytics properly set-up. Quite often, certain pages, sub-directories and domain names are not set-up properly causing analytics to be skewed. There are a whole range of issues that might impact whether Google Analytics is properly tracking your site. Often, when the IT team is making changes to the website, some Google Analytics issues might arise. Real-time analytics can help you almost instantly identify these issues and address the problems immediately. Often, when a major change on a website is complete, real-time analytics can work almost like a quality assurance department – telling you how your visitors react.

5. Email Marketing

Have you recently sent an email to your list? What was their immediate response? Now, you don’t have to wonder. This will help you achieve better results from the email campaign. Instead of sending an email to the whole list, break it down into two segments. Send an email to the first segment, and then based on the data that you get, send an email to the other segment. Such approach will help you achieve higher marketing ROI.

SUMMARY:  It is important to get data timely. The opportunity cost of ignoring a problem or not taking advantage of an opportunity can impact your marketing ROI. Do not get caught up looking at how many people look at your site every second – focus on data that can help you make better marketing decisions and increase your ROI.

read more at Chatter Customer Invitations FAQ – Salesforce.com.

SalesForce Chatter is a great way to collaborate with the customers, but I think unless the pricing is very low and in large volume, it will be counter-productive and hurt adoption if SalesForce users/Group Admin have to consider license ramifications when making groups available to customers and external users.

Prior to the advent of social media, I basically had to gauge people strictly from their resume and a brief phone interview.  I also had to call the Cincinnati Enquirer every Friday by noon to make sure that our employment advertisements got printed in the Sunday edition.   Then, I would wait for the resumes to get mailed into the post office drop box where I would have to drive to pick them up.  It’s really difficult to get a full picture of someone through just a piece of paper and a quick phone conversation.  That’s probably how I ended up interviewing a guy who started crying about his dog;  I have to think that social media would have tipped me off on that one.

Recruiting with social media is just a much better use of my time and energy.  And, InfoTrust is not alone with our new recruiting strategies.  JobVite recently found that 89% of US companies will use social networks for recruiting.  And, how could they not with over 65% of online adults using social networking.  It’s the new radio—a great way to reach passive candidates and promote your company while finding top talent.  And, it’s a two way street.  Candidates can also get a flavor for a company as well through social media.  What types of posts and commentary are they tweeting or posting about?  The two way street of communication opens up a much broader picture of both the candidate and the hiring company.

I think it’s fairly obvious to most companies that social hiring is something to consider.  Over 55% of companies will be investing in social media hiring this year (www.JobVite.com).  This is definitely a case of easier said than done though.  How exactly does a company just start finding people online?  I’d like to invite readers to a series of blogs I’m writing on specifically how to engage candidates on each platform.  My first study will be Twitter, and I’d certainly love to hear from other recruiters on how they have successfully incorporated social media into their hiring strategy as well.   Please send me your success (or still trying) stories, and we’ll learn from each other!

Heather Alessandro
heather@infotrustllc.com

Lead nurturing can take a significant amount of time, and requires a sequence of marketing touches. Brian Carroll, Executive Director of Applied Research, MECLABS and author of Lead Generation for the Complex Sale says:

“Most lead nurturing programs don’t begin to impact conversion before at least five meaningful touches, and it’s important to continue nurturing leads whether it takes five touches or 25 touches to get them to the sales-ready point. If you have a nine-month sales cycle, you should nurture a lead in those nine months, and that’s at a minimum level. So that means nine nurturing patterns during the course of that lead.”

Let’s examine 3 tactics that organizations can use to nurture existing leads and move them down the funnel.

1.  Leverage Third Party Content

Let me share a personal example. In the summer of 2011, I met with an executive from a large manufacturing organization. He expressed his desire to establish a corporate social media strategy that will include corporate training, creation of a social media playbook for all the employees, strategy for leveraging social technology to improve marketing, customer service and recruitment. After our meeting, he put this campaign on the back burner and promised to get back to me in a few months.

Immediately, I established a calendar and began to nurture this lead. In the first month, I sent a copy of the JobVite Social Recruiting Survey with my summary of findings. Next month, I sent a copy of the ROI of Social Media in the Enterprise by SelectMinds. The following month, I sent an invitation to a webinar on Social Media Policies. Several times, I got an email back with a few questions on the documents that I shared and how the findings would affect his organization. In December when we met again, four months after our first meeting, he had copies of these reports printed on his desk with a list of questions. Later that month, we began working together.

The most important item is building a calendar and finding content that can help your leads make better decisions. Your goal is not to overwhelm them with information but rather add value. 

2.  Design a Highly Targeted “Tips” Email Series

A newsletter is a great way to stay in touch with prospects and leads. The challenge is that a newsletter is often not targeted towards specific needs that leads have, it is generic. Chances are you already know what services your leads are interested in. In my line of work, I often know that a company is interested in an analytical assessment of their marketing efforts, in conversion optimization or in a CRM integration services. Sort these leads into different email lists based on the services in which they are interested. Then, begin sending automated emails to these contacts. The goal is not to necessarily generate direct conversations, but rather maintain contact by sharing tips, expertise and work examples.

3.  Leverage Social Media

Social media is a great way to stay in touch with leads. Give your leads a compelling reason to join your Facebook page and use it to build conversations and answer questions. A good tactic is to position your page as a source of industry related content; share events, news, resources, articles. However, do not overdo it. Here is a great chart by ExactTarget that addresses why people unlike Facebook brand pages.

Even in B2B sales, you are selling to people. Research your connections on Facebook, Twitter and LinkedIN and try to build a social profile of your potential client. Connect with your audience on LinkedIN, follow them on Twitter and keep an eye on what they are posting. Free tools like SocialMention, Google Alerts, Twilert and BackType can help monitor the market.

Summary

Marketing is not just for generating new leads, it can also help you build relationships with qualified prospects with the goal of earning their business when they are ready. The number one step in lead nurturing is establishing a schedule where marketing can touch their contacts a number of times.