If you’re a marketer, and you’re not familiar with EdgeRank, you should be. This is the algorithm Facebook uses to determine which content to show your fans. But that’s just the tip of the sword.

Raidious works with lots of enterprise-level global and national brands, managing social media for hundreds of thousands of fans and hundreds of thousands of interactions every month. Raidious has been in the social media optimization game for awhile now. Over the last year, we have been doing more homework on EdgeRank to help our existing clients do things like triple their Facebook fan base, add 20,000 fans in a 48 hour period, and drive 60% increases in online sales worth over a million and a half dollars – all attributable directly to social media (and that was just one client). We are pretty excited about what we have learned, and thought it would be valuable information to share with other marketers, who may be wondering why their numbers on Facebook have gone down recently, or why they are not seeing the growth they want. The answer is EdgeRank, Facebook’s content assassin. That’s right:

Facebook is trying to assassinate your content.

Only you can protect it – but you must learn the exquisite art of EdgeRank, grasshopper.

Learn how to become an EdgeRank Ninja, with Raidious and Awareness Networks, at our upcoming Webinar. If the word “algorithm” scares you, don’t worry. This will not be a deep dive into Calculus 401. I’ll give an easy to understand overview of the algorithm, with as little heavy math as possible (although there will be a little bit). I can also guarantee the appearance of at least one cute picture of a kitten, and Animal from the Muppets. Also, lots of ninja pictures, and a behind the scenes look at the end result of ongoing EdgeRank optimization, and some guidance on how you, too, can start leveraging EdgeRank for your brand.

I would love to see you there, and please bring a friend. It will be fun, and you can impress your boss afterwards with your crazy EdgeRank ninja skills. Hiii-YA!

Related articles

• Understanding How Algorithms Impact Content (raidious.com)
• EdgeRank and Graph Rank Defined (insidefacebook.com)
• The End of the Echo Chamber (slate.com)

Email marketing is changing fast.

At a jam-packed webinar last week, Raidious partnered with our friends at Delivra to shed some light on some of the top email marketing trends we have been seeing with our clients. If you were not able to attend the webinar, no worries – we recorded it so you can watch it at your leisure. Just click on the image below to see the webinar, or grab the slides!

Here are some of the trends we covered:

• Multiplatform
• Outside Outlook
• Email Anywhere
• Mobile Expansion
• Versioned Design
• Subject Line Trends
• Audience First
• Hub & Spoke Infrastructure
• Measuring Content
• Measuring Engagement
• Measuring Conversion
• Measuring Amplification
• Real Time Relevancy
• Multiplatform Correlations
• Email Content Strategy

For more detail on these email trends (or just to relive the magic), here is the full recording:

Lots of great questions from the audience are captured in the webinar, but not on the slide deck.

We had a fantastic time with all of the folks from Delivra, and got to see their awesome new office space. Megan Glover from Delivra and PJ Gindling from Raidious did a ton of work to get this prepared. Thanks to you both!

Also, thanks to Neil Berman, CEO Delivra, who was awesome to work with. Most importantly, thanks to everyone who attended or signed up! If you have more questions about Email Marketing or Content Strategy, please feel free to reach out and we’ll be happy to help!

Related articles

• Spotlight: Email Marketing with Delivra (marketingtechblog.com)
• Welcome Email Marketing Blog Sponsor Delivra! (marketingtechblog.com)
• Same Email Marketing Pains…10 Years Later. (marketingtechblog.com)
• Use Mobile to Acquire Email Subscribers (marketingtechblog.com)

HubSpot and Watershed Publishing recently released their Marketing Data Box, a “quarterly collection of practical marketing tools ready for professional use.”

The free collection of 65 charts from information wizards MarketingCharts collects current data from The Neilsen Company, Harris Interactive, Pew Research, Kantar Media, Compete, comScore, Experian Hitwise and Mediaguide. It aims to provide marketers, social media and SEO experts, and just about anyone else with all the ammunition they need for presentations, blog posts and general insight into online trends across a multitude of platforms and channels.

The collection can be downloaded in either PDF or PowerPoint format (or both), and is the latest in the slew of reports, whitepapers, and other resources HubSpot has made available at no charge.

This treasure trove of information is cleanly presented and well organized, making it easy to find the answer to almost any question business professionals may have about the current marketing climate. It focuses heavily on digital, but also includes other relevant statistics from retail/consumer goods and lifestyle/community. It could easily be retitled “Everything You Ever Wanted to Know About Marketing But Were Afraid to Ask.” Or perhaps “Everything You’d Better Be Thinking About In Marketing.”

Not only is this package an invaluable research tool for market intelligence, as content producers it’s also a great resource for idea generation. If all the topics explored don’t spark a wildfire of ideas, there’s a problem between keyboard and chair.

I find myself in the position of giving more and more lectures and speeches at conferences and other gatherings. I also teach a college course in web marketing. In both settings, these free-to-use charts are proving to be a tremendous resource for backing up my points with real data.

Download this package immediately, and prepare to have your mind expanded.

Well, I’m pretty stoked. Raidious has finally arrived in Austin for this year’s South by Southwest (SXSW). I’ve been wanting to attend for years, but this is my first time here.

So…the agenda for today: I’m super excited to go to the panel, “How to Not Be a Douche Bag at SXSW.” My dear friend Amber Osborne is on that panel, and she’s so sassy. I feel like what’s going to be discussed on is panel will also be applicable to your social media reputation.

Also on the panel is Ed Hunsinger from Free For All Media Inc, John Adams, and Scott Beale from Laughing Squid.

The second panel I’m excited to be sharing with you all is over is a panel called, “Do Agencies Need to Think Like Software Companies?” The premise asks the question “How much do marketers (and agencies) need to know about technology?”

The reason I’m so excited about this is because technology is constantly changing, and I don’t necessarily believe a marketer needs to keep up with everything. However, keeping an eye out on highlights is definitely a good, especially since marketing is changing so drastically with social platforms–which of course involves technology.

On this panel is Allison Mooney and Ben Malbon from Google, Matt Galligan from SimpleGeo, Rick Webb from The Barbarian Group, and Rob Rasmussen from Tribal DDB.

Stay tuned for a wrap-up, and be sure to follow our adventures on Twitter: @LindsayManfredi, @BrianWyrick, and @Raidious.

Raidious has teamed up with Spredfast to create a powerful suite of social media tools and services for business. Social Center is a collaborative effort that leverages the power of leading social media management software Spredfast with the content development, management and deployment prowess of Raidious.

In our experience, companies are often confused about which resources and tools best suit their online marketing needs. Additionally, they usually lack the expertise to best utilize these channels. Social Center combines the enterprise class Spredfast software with the full line of Raidious services to solve both the technology and resource problems.

Social Center isn’t just something we sell: we eat our own dog food and use it to manage all our client accounts including Marsh Supermarkets, Comcast, CyberDefender, and other regional and national brands. We work directly with Spredfast to help refine the software to meet our needs and those of our clients.

Social Center plays nicely with Facebook, LinkedIn, MySpace, Twitter, YouTube, SlideShare, Foursquare, and a host of blogging platforms including Blogger, WordPress, Drupal and more. The software allows companies to create, schedule and maintain the content that drives all these digital platforms in one place.

Measuring effectiveness is also easy, with built-in integration with Google Analytics as well as customizable metrics for all activity across all digital channels. You can dig as deep as you want into the analytics, or get a quick bird’s eye view with the dashboard.

Social media is a two-way channel, and Social Center knows it. With it you can monitor dialog in real-time from all across the web, and decide when and how to respond. It’s also built to factor in governance, allowing for a content “chain of command,” ensuring that messaging is consistent and brand-approved.

The services in Social Center are powered by Raidious, bringing our experience, agility and acumen for creating and managing online content to your business.

We can assist with content planning and strategy, as well as the actual creation of content for blogs, email, mobile devices, web video, social media and more. Equally importantly, we can monitor, moderate, govern and promote social media content, and provide all the analytics you need to prove ROI.

If you already have an in-house staff to create content, Raidious offers training in using Social Center software as part of our SocializeU training program so you can make the most of it to create measurable results.

Learn more about all the features Social Center has to offer and sign up for a free 30-day demo at GetSocialCenter.com.

Image courtesy Flickr

I’m not really one for the whole “self help” genre of personal improvement literature, but there is one book in the canon that I’ve found really helpful. The book is “The Four Agreements” by don Miguel Ruiz, and all of the advice in it boils down to basic common sense.

The wisdom in this book goes far beyond the personal and extends into the professional. You alone have the power to choose how you react to any situation, and it is your reaction that determines the course of future events and your own success. We have learned business behaviors because that’s “just the way it’s done,” but that doesn’t make those behaviors right.

With that in mind and a tip of the hat to Mr. Ruiz, here are the four agreements your business needs to make with itself and with its customers.

Be impeccable with your word.

Speaking with integrity and saying only what you mean may seem antithetical to some in the realm of marketing, but it’s truly the only way. Now that customers have the same (or greater) power and influence online that brands have, all marketing has become social.

By being transparent and honest in your communication, you gain the respect and trust of your customers and peers.

Don’t take anything personally.

There will always be criticism. Mr. Ruiz states that the things people say reflect themselves. When people say nasty things about your company or products, you must take the time to reflect carefully and respond thoughtfully.

Taking criticism personally leads to wars of words and a resentment of your customers. The fact that someone took the time to comment–even negatively–demonstrates their engagement with your company. Make the most of that engagement with a thoughtful, constructive response.

Even if the situation can’t be resolved, you avoid unnecessary drama and increase your standing in the eyes of others.

Don’t make assumptions.

My grandfather was one of the heads of sales for the first national auto parts distributor, the Gibson Company. The main piece of wisdom passed on from him to me by my grandmother was “Never put your hand in the customer’s pocket.” As Mr. Ruiz puts it, finding the courage to ask questions and express what you really want leads to clear communication.

Never assume what your customers know or don’t know, what they need or don’t need. Never assume that what worked yesterday will work tomorrow. You must engage in a continual process of measurement and reevaluation so that you don’t need to guess at what to do next.

Always do your best.

Part of doing your best is acknowledging that your best will change. If you are sick, tired, or otherwise impaired, your best effort may be less than when you are at your peak.

Similarly, your business may be struggling with various issues, you may be overworked, or the projects you’re working on may not be your favorite things to do. Regardless of the task and circumstances, you need to always put forth your best effort to achieve your business goals and solve your business problems.

Doing your best ensures that you remain a trusted member of the team, and everyone pulls their weight.

Got a great email from eMarketer this morning on one of our favorite topics:

Blending Paid, Owned and Earned Media for Branding from eMarketer.

The first concept: Owned Media. It does a really good job of explaining the difference between earned media (what ad agencies do), paid media (what PR firms do) and owned media (what Raidious does). I wrote a post on this last year, and Forrester Research has covered the subject as well.

There were a couple of other topics the eMarketer research addressed as well that are important concepts. These seem to come up regularly in “shop talk” around the office.

The second concept is the concept of paying your marketing firm to accomplish an objective, rather than paying for production deliverables, like an ad or a press release. This is how we price our services at Raidious (we call them “initiatives”, not to be confused with “campaigns”). We think it’s an idea whose time has come.

The last concept is something we run into regularly (really two concepts) – direct response vs. brand oriented mindsets on the client side.

In our experience, the client-side marketing universe is divided into two camps, neither of which really understand the other very well: The Direct Marketer, usually an eCommerce / lead-driven mindset, and The Brand Marketer, someone who is more focused on what some people would call “soft” metrics, like preference, awareness, and other measurements of hearts and minds.

“The test of a first-rate intelligence is the ability to hold two opposed ideas in the mind at the same time, and still retain the ability to function.”  F. Scott Fitzgerald

We take a lot of pride in our understanding of both approaches, and our ability to deliver on objectives from either side of the equation. But, if a genie granted me three wishes, the first would be for world peace, the second for an Audi A8, and the third would be for client side marketers to reconcile these seemingly opposing points of view. They’re both valid, and valuable approaches, but as the eMarketer article points out, they work best when they work together.

Come back and visit our site in the coming weeks, we’ll be exploring all of these ideas. In the mean time, if you’d like to talk to a firm that can help with all of this (owned media, objective driven marketing, direct and brand approaches) . . . give us a call!

Okay, so the concept is a little meta, but Thomson Reuters hosted a webinar called “How to Use Content-Based Webinars to Generate Leads and ROI,” which I attended last Friday afternoon.

Guest speakers were Cameron Brown, President and Founder of King Fish Media, and Lisa Tanen-La Fontaine, Director of Marketing Management for Prudential Retirement.

First of all, it was interesting to see a live webinar with such high production values. Thomson Reuters carries all their video events from a real studio located in Times Square. This was my first time participating in one of their programs, so I was a bit taken aback at the quality.

But on to the important part: as always, content ruled the day.

The single biggest bombshell for most folks was probably the statistics from research conducted by King Fish Media. In their 2009 study on marketing, media and measurement, 74% of companies surveyed stated that based on their current experience, creating their own original content and media is the most effective means for generating marketing return on investment (ROI).

That bears repeating:

74% of companies said that creating their own original content and media is the most effective means for generating marketing ROI.

Now look at the pretty picture:

Courtesy King Fish Media

Now look at what you’re doing. The companies in the survey are shifting their overall marketing priority to a self-published model, and have demonstrated that model is making them money. Do they know something you don’t? Are they doing something you’re not?

The whole notion is based on the concept of owned media. Paid media (advertising) and earned media (articles written from press releases) still exist and can be used effectively, but owned media–self-generated content–provides the greatest opportunity to invite people in rather than speak at them. This level of interaction is de rigeur in today’s media climate, and people expect credible content and interaction rather than one big sales pitch.

Owned media also provides the greatest flexibility in media consumption.

By owning your content, you can repurpose and redistribute it across as many channels as you see fit. You can update it as conditions change and new information becomes available. In other words, unlike ephemeral press coverage or a fixed media buy, owned media can last forever.

Another salient point from the discussion was customer awareness of the “empty ask:” when companies ask for their opinions, feedback or questions, people are generally savvy enough to recognize when the company is patronizing them, not actually wanting to hear the answer or follow up. The solution here is to ask and mean it; commit to following up.

Finally, the speakers emphasized the importance of making it as easy as possible for the user or customer to take action. No matter what media or channel you’re using, always make a call to action available and obvious so that you move from education or information dissemination to action. Whether the action is the sale or a request for more information, you’ve transitioned the user from a passive observer to a customer. They are now on your list; they’re a warm lead that’s worth money.

I highly suggest checking out the Thomson Reuters Best Practice webinar series. They’re free and highly informative and useful.

Image via Wikipedia

I just read an article on Fast Company called “Ten Things Your Employees Wish You Knew About Them,” and it prompted me to sit back for a moment and reflect on the past year of my career.

I was asked to join Raidious a year ago this week. I had just been laid off from my position as a web manager at NYU Langone Medical Center. I was faced with the prospect of job-hunting in the midst of a severe economic downturn.

Our CEO, Taulbee Jackson, doesn’t like me saying this, but I’m a big believer in transparency. The truth is I was unemployed and scared, and the timing was pure serendipity: Taulbee was unaware of my recent layoff when he asked me to come on board.

So I moved into a 200 square foot studio apartment (in which I shared a kitchen in the basement with two other residents) in a fairly frightening neighborhood, Bushwick/BedStuy. I spent six months working for free, drawing unemployment that barely covered my rent, food and other bills. I ate a lot of Ramen noodles and peanut butter sandwiches. With the complete trust of the rest of the company, I sat there with my dog and everything I owned in a tiny room in the middle of a war zone and Got Things Done.

One year later, I’m back in Indianapolis, working with a company that’s on the rise. We’ve been profiled in national publications, we’re working with national and international clients, and we’re hiring people. We’ve built this company on long hours, ingenuity, belief in ourselves, and sacrifice–none more than Taulbee himself.

On a personal level, I’ve had the opportunity to give guest lectures, attend and speak at conferences, have been asked to be adjunct faculty at a college teaching web marketing, am in discussions about a book deal, and have worked on some amazing projects that really mattered.

With all that in mind, here are some things I’ve learned in the last year:

I didn’t know what I didn’t know.

I spent several years as a web monkey, low on the ladder, staring up at a bunch of monkey butts. I had ideas and knowledge, but I was stuck in a position where they weren’t understood or weren’t a priority. Now my ideas are respected and considered, and many have been actualized with real, measurable results. I didn’t realize that I could contribute on such a scale, because ideas had always flowed down from the top for me and others to execute, not the other way around.

Every decision impacts the company’s bottom line–and mine.

The Great Wall of China started with one brick. No matter how inconsequential one action or decision might seem, each one forms the foundation of success. Going halfway causes a weak point that leads to structural failure. That failure may not become apparent immediately, but somewhere down the line there will be a crack that turns into a major fault. In the end, every client matters, no matter the size or budget.

You make your own luck.

I had never worked with Taulbee prior to joining Raidious. He knew my reputation, and knew of my past ventures, but we were merely acquaintances. Based on what he knew, he asked me to be a part of this grand experiment. Every interaction you have throughout your life and career help shape the opportunities that come your way, and you never know when one of those opportunities will avail itself. Make the most of every relationship, every day, and good things will happen.

Our CEO and fearless leader Taulbee Jackson always says if you can’t offer a solution, don’t complain about a problem.

As most mothers did, my mother always told me if I couldn’t say something nice, don’t say anything at all.

My grandmother probably said it best: “If you keep mouthing off like that, a bigger boy’s going to pop you one.”

Perhaps JetBlue was privy to the advice of all three and, in the online flap surrounding the epic bailout of a frustrated flight attendant, chose to say nothing. It was a full two days before the company acknowledged the incident on their blog.

“While we can’t discuss the details of what is an ongoing investigation, plenty of others have already formed opinions on the matter. Like, the entire Internet.”

Zing!

I absolutely loved the humanity behind this post. A little bit of friendly ribbing goes a long way in my book. But the bigger message here was more important:

JetBlue tacitly admitted they couldn’t hope to control the online wildfire, and didn’t plan to try.

The story became bigger than the company itself, and any kind of real-time damage control would come off contrived and defensive.

Maybe I’m reading too much into it, but I don’t think so.

My initial reaction to their silence was to wonder why they didn’t swoop into guardrail mode and turn that internet frown upside down. How about taking the opportunity for a little public give-and-take on airline safety procedures? In keeping with their usual humorous tone, maybe something akin to, “Our flight attendants take the safety demonstrations really seriously.”

I was not alone in this sentiment; the general consensus among social media marketing mavens like Michael Levine and Conor Brady was that JetBlue’s silence was deadly.

But as more details emerged and the story progressed into an investigation and possible legal ramifications, JetBlue showed better instincts than I. They kept it under their hats for a couple of days/news cycles, then laid waste to the room with their clever, brief retort.

With all the social media tools at their disposal, they chose a simple, direct, and wittily self-deprecating approach. Their response showed that just because you have the ability to say something (and say it all over the damn place), that doesn’t mean you should.

Maybe I should’ve paid more heed to my grandmother; it sure seems JetBlue did.

Let me know

What do you think? Was my grandma right? Or did JetBlue just get lucky? Or do you just want to hear more of my grandma’s sage witticisms? Let me hear it in the comments.