Tag: marketing

Join Australia's fastest growing digital performance agency – Downstream

Join Australia's fastest growing digital performance agency – Downstream

Message me if your keen.

Downstream Marketing is Australia’s largest and faster growing strategic Search Marketing agency. Recently we’ve extended our offering from Search to include biddable display and performance creative.

Because of our ongoing success, we are looking for high caliber candidates to join our team.

If you have a passion for digital, data and direct marketing, Downstream could be an agency where you can grow your career in the fast paced, ever changing world of Search and performance digital marketing. Downstream is a values based organization that recognizes team members based on their output, not input. We believe in operating under the principals of “freedom within boundaries” and actively encourage all staff members to excel in both their careers and non-work life.

If you are passionate about crafting the career you want, being a member of a collaborative team and pushing your own personal boundaries, Downstream may be the right fit for you. Detailed below are career opportunities currently on offer.

Read more at www.downstreamonline.com.au

 

8 Tips for Using Social Blogging to Grow Your Business

8 Tips for Using Social Blogging to Grow Your Business

Quick takeaways:
1. Position yourself as an expert.
2. Share experiences and information.
3. Keep it fresh and mix it up.
4. Encourage interaction and feedback.
5. Use schedulers and update apps.
6. Make your blog the central hub.
7. Link back to your website.
8. Use a personal touch.

Amplify’d from www.inc.com

Use continuous updates and punchy messages to heighten interest and keep your customers informed about products or services which in turn can boost sales.

Social networking. The big corporations have bought into it. Smaller companies, too. Even independent consultants use Twitter, LinkedIn, and Facebook to do business. It is a great way to get the word out about your product or service. It boosts brand awareness, it builds loyalty, and it attracts and retains customers.

But more companies are exploring ways to get a bigger pay off with social media. The next frontier of social networking and weblogging is social blogging. This ever-changing construct represents a way of communicating for people who like to inform each other about their daily activities and share common points of interest, according to Wikipedia authors Lambert M. Surhone, Mariam T. Tennoe, and Susan F. Henssonow. This is usually done through continual updates that often include text, pictures, audio, or video.

In general, you want to use social media to increase your visibility, improve your search engine results, and drive more traffic to your company’s website, which stands a good chance of increasing sales and growing the business. Social blogging is simply another tool to add to your overall social media strategic toolkit.

Business owners whose companies are at all levels of growth, from promising start-ups to established and mature firms, are looking for effective promotional tools that are also cost-effective, says Gail Z. Martin, author of 30 Days To Social Media Success. “Though social media is one of the most exciting new communications tools to emerge in the last twenty years and can provide cost effective marketing, it’s one of the most misunderstood mediums,” says Martin.

Social media, be it weblogging, microblogging (i.e., Twitter), or posting status updates, is a different kind of marketing. It’s not about creating a sales pitch for your product or service. Instead, it’s about generating interest and keeping your audience current on news, events, and the latest product developments. A social blog is essentially a form or combination of microblogs (short posts) and status updates. Users post content such as short sentences, images, or video links to large groups of friends, followers, or co-workers. As with traditional weblogging, users can write messages on topics that range from “what am I doing right now” to thematic ones such as “best places to eat sushi.” These messages can be transmitted via posting, text messaging, or e-mailing.

Businesses can use the concept of social blogging to provide up-to-the-minute news as they will find the need for quicker, current, and condensed information far more useful to their audiences, say social media gurus. But social blogs and status updates on Twitter and Facebook, for instance, aren’t just limited to news content, businesses also can use these as effective forms of communication to reach large groups of consumers and associates instantaneously to learn about their needs and wants.

Starbucks Corporation is a social media giant when it comes to engagement, including incorporating blogs, status updates, tweets, and forums. When the trendy Seattle-based coffeehouse chain realized that its sales were stagnating and that competition was becoming fierce, it had to find ways to solidify and expand its market share. In 2009, Starbucks launched the interactive MyStarbucksIdea website and corporate blog. While some industry analysts doubted whether the site would catch on, well over 100,000 internet users had visited the site by the end of its first week online. The site allows users to submit ideas for new drinks, food items, packages, even store designs. Suggestions are voted on by Starbucks consumers with the most popular ones getting highlighted.

But Starbucks took it a step further, adding an “Ideas in Action” blog that gives updates to users on the status of suggested changes. Starbucks doesn’t just communicate news and business developments with its audience, but it also lets them know which of their suggestions the company has really taken to heart. Starbucks also has fully embraced Twitter beyond notifying consumers about bargains; @Starbucks focuses on sharing interesting events and music information or brand- and charity-related topics the company would like to address. It’s not a one-way monologue. Followers are not just entertained. They are being engaged in a brand and conversations around it.

Like Starbucks, Zappos embraces microblogging to manage customer relations. Tweets @Zappos are used to highlight interesting facts, and to talk to customers in a way that is friendly, helpful, funny and trustworthy. The Brooklyn Kitchen keeps foodies up to date on events from notices about the new book club in full swing to the next skills knife class kicking off. Amateur chefs Taylor Erkkinen and Harry Rosenblum opened The Brooklyn Kitchen in 2006 after scouring the neighborhood for kitchenware and coming up empty-handed. Today, their homegrown shop is crammed wall to wall with tools for both serious cooks and hobbyists. The duo focuses on providing useful and targeted information in their posts whether it’s through their website, weblog, or twitter account. From videos on how to shuck oysters or saber a champagne bottle, Erkkinen and Rosenblum always provide real value for enthusiastic cooking fans.

Dig Deeper: 5 Ways to Actually Make Money on Twitter

This type of added-value and engagement translates to increased brand awareness and direct sales. These companies demonstrate the effective use of compelling and condensed content aligned with ta
ngible business objectives. Here are some tips to help you make the most of social blogging:

1. Position yourself as an expert. When people are looking for a product or service, oftentimes they will first look for information about the subject on the Internet. In general, blogging is about having conversations in a public space that position you as a subject matter expert. “The type of discussions you ideally should have ought to be answering questions that people out there on the Internet are searching for,” says Adria Richards, Organic Technology Consultant and blogger. “For me, social blogging is a way to have conversations with potential customers and to draw traffic to your site.” For instance, you can answer questions from consumers via Twitter, which is a popular thing to do.

2. Share experiences and information. Social blogging is often used to share experiences in addition to business ideas and concepts. Always seek unique opportunities to share your ideas and offerings with not only your readers, but their associates as well, which will eventually bring in more prospects. Announce upcoming events, awards, and other news. But do it in a conversational tone. Hopefully, your target audience will retweet or share your story. Don’t overlook Tunmblr, which is popular in the microblogging realm. Users can post text, photos, quotes, links, dialogues, audio, video, slideshows and “Tumble” other posts. Tumblr provides the option of custom domains. You can auto-syndicate to Facebook and Twitter. Users can track stats with Google Analytics.

Read more at www.inc.com

 

Run an effective $5 Facebook campaign

Run an effective $5 Facebook campaign

Amplify’d from www.socialmedia.biz

How to run an effective Facebook campaign for $5

jess3 ad

How to take advantage of the power of microtargeting on Facebook — at a crazy cheap price

dennis-yuLast week there was a buzz in the CEO, Webtrends and CEO, BlitzLocal offices. One of our employees was trying to get my attention. He did so by creating a Facebook ad targeting anyone who lived in Portland, was between 30 and 40 years old and worked at either Webtrends or BlitzLocal. Of the nearly 600 million users on Facebook, only 80 people met that criteria.

It cost him only 6 cents to do it. And for that price, he was able to bombard our people with ads. The cost of that inventory is a 30 cent CPM, which means it costs 30 cents to show a thousand ads. So he was able to send 200 highly targeted messages, as he details in this post on the Facebook Microtargeting trick.

Sounds less like advertising and more like super-targeted email marketing, doesn’t it?

And, in fact, it is, except for this:

• You can send these messages without needing someone’s email address.
• You pay only when someone clicks it (yes, it’s cost per click advertising).
• An impression is guaranteed when the person next opens Facebook (whereas in sending an email, you can only hope that someone will open it).

jess3 campaign

Click to enlarge

Now imagine that you’re a software company like Webtrends, building relationships with other agencies that resell your social analytics software. The founders of the data visualization agency JESS3 come to visit and you’d like to strengthen that bond. Maybe you spend $5 on a micro-targeted campaign like the one above, but slice it up to put the ad image more compactly next to the stats. You absolutely bombard anyone who works at that firm with your message almost 3,000 times. If they have 50 people, that’s 60 ads per person. Who cares that we got only 9 clicks (of which 4 happened to become fans)? The goal is not the click, but the awareness.

Total cost: $5.67 in Facebook ads

Create a specialty video with a customized message

But you could take it a step further, since those folks who do click through on the ad can come to your landing page. So imagine that we send all employees of the email marketing company ExactTarget to this Facebook landing page (warning: there is sound). And how much did this landing page cost? Only $5. We have a network of dozens of freelancers that will do voiceovers, take photos, sing songs or do whatever for a few dollars. More examples of specialty videos here.

Social media success is about pinpoint precision targets — we’re simulating the one-on-one conversations that friends have among themselves

While each of these examples might be clever or interesting, the question becomes: How do you scale this? Social media success is about pinpoint precision targets — ultimately, because we’re simulating the one-on-one conversations that friends have among themselves. But if you want to have 1,000 conversations, you need 1,000 different ads and 1,000 different landing pages. Who has the infrastructure, staff, or the budget to do that?

This is where smart automation comes in. Here’s an example of our scoring platform at work:

Webtrends sells analytics software to the big boys who don’t mind paying $100,000 per year for analytics software. Trouble is that every website needs some form of analytics. Maybe they’ll use Google Analytics — it’s free and pretty good. But we want to talk to only those customers who have the money and need for enterprise analytics software. It would be suicide to buy the keyword “web analytics” on PPC because of all the players that offer web analytics for free or super cheap.

So we took the Fortune 1000 and ran a script that collected a wide range of data — market cap, their industry, annual revenue, P/E ratio, website url, homepage pagerank, pages indexed, Facebook page, number of fans, company logo from Google images and so forth — dozens of metrics. See the detail from our spreadsheet/CSV file below.

Click to enlarge

And then we ran this data through our scoring algorithm to calculate their Social Score — how well they did versus peers in their industry. We might say, “Shell, you got a 56 and rank 7 out of 9 in Oil and Gas.” Or we might say, “Shell, why do you have only 53,548 fans while others in oil and gas have 184k on average?” Then we target people who work at Shell — not just everyone, but those people who have titles of VP of Marketing, Chief Financial Officer, Public Relations and so forth.

There might be only a couple dozen people and not everyone puts their information on Facebook, but it’s enough. And you can bet it gets their attention! They come to a landing page that has their social scoring report, which shows a portion of the metrics that we’ve gathered. But they have to click Like to see the rest of the report, which is grayed out.

Now what happens when that person clicks “Like”? Of course, some of their friends and co-workers see it. And as all curious co-workers will do, they want to check out what you found to be so interesting. And then when these people see our ad, it shows that their friend liked it, which makes our offer of a report that much more credible (image at right).

A move to quality targeting over mass media blasts

Now do you see how this works? It’s quality over quantity, folks. Think about who you want to target as precisely as possible. Where do they work? Where do they live? What kind of car do they drive? What TV shows do they watch? What industry conferences do they attend?

Let Facebook do the work for you, running ads that target journalists who write for the Wall Street Journal, Mashable, Forrester, VentureBeat, the New York Times

Can’t afford $15,000 to exhibit at your favorite conference, plus the $3k to ship the booth out, the cost of the people to have to man the booth during Expo Hall hours, the schwag you have to give out and so forth? Then run an ad for the three weeks leading up to the conference targeting fans of the conference.

Bingo, you’ve now spent $5 to target this audience with your message and you have plenty of time to set up in-person meetings with those folks who are worth talking to, as opposed to any random people who might wander up to visit you at the show. And then you can thank them later.

miva_thank_you

Click to enlarge

Need some PR help, but can’t afford a New York PR agency for $10,000 a month? Then let Facebook do the work for you, running ads that target journalists who write for the Wall Street Journal, Mashable, Forrester, VentureBeat, the New York Times or whoever. What would you like to say to them?

Can’t afford to hire a big sales staff to cold call people who don’t want to talk to you? Easy. Just run ads targeting the competitors of your existing customers. Let’s say that Marriott is your client and you’ve got a great case study there. Run ads targeting the folks who work at Hilton, Starwood, Motel 6 or whoever. You can bet they want to know what their competitors are doing. Inquiring minds want to know!

Making waves with 5 bucks in your pocket

By now, I hope to have shown you that with some ingenuity and $5 in your pocket, you can make some serious waves on Facebook. If you’re a small business or start-up, learn how to master some of the techniques mentioned here. If you’re a big brand and looking to scale, then you’ll need some process and software automation to make this happen across thousands of conversations.

Know of any companies that offer software that will do mass personalization of ad and landing page content? Ad agencies are good at throwing bodies at client accounts — great service, but no scale. Software companies are good at building code based on a predefined set of rules that can be repeated. But success for your company can’t be solved by either a pure agency or a pure software company. The agency can’t throw enough people at the problem and the software company can’t offer a one-size fits all solution to everyone.

Only you can work the magic at your company. As much as we’d like to sell you some software, vendors like us can only assist you in coming up with the creative strategy that resonates best with your customers, the PR strategy that gets the press talking about you, a unique way to position how you solve your client’s pain. Ultimately, these $5 campaigns, whether you run just one of them or 10,000 of them, boil down to a marketing strategy — a unique, compelling message — that we can multiply out to your customers and get those customers to spread on your behalf. (Again, if you’re a smaller company targeting just a few potential or existing clients or partners, go for it yourself!)

In our next segment, we’ll explore that topic in more detail — how to get your fans to do your marketing for you. The techniques that work are probably not what you’d expect, since the world of Facebook relies upon the game dynamics of News Feed Optimization, advertising, applications and Open Graph widgets. We’ll show you how the harder you make it for customers to convert, in certain instances, the more likely they will take action. Stay tuned to learn why.

Read more at www.socialmedia.biz

 

Online TV: Good press 4 @DownstreamTweet

Online TV: Good press 4 @DownstreamTweet

Amplify’d from www.smh.com.au
Online TV ads to be traded in auction-style exchanges

ADVERTISERS will be able to bid for television-style ads online across multiple websites by the end of the year, though it could be up to three years before the market represents a large chunk of the $2.2 billion online ad market.

Downstream Marketing and the media-buying consortium Group M say the technology for trading ads placed before, during or after online videos will be in place by December.

Already a small but growing volume of online display ads are bought and sold through exchanges or demand side-platforms run by media-buying groups, or by larger networks such as Google.

Television commercials viewed online is the next sector to become biddable – that is, when ads can be sold in automated, split-second, auction-style trades.

Media executives might be fearful, the media investor Daniel Petre says, but they will have to get used to it.

”As soon as the technology is there advertising will be wrapped in it,” Downstream’s chief executive, Steve Knowles, says.

”More and more people are demanding content online so whether it’s Apple TV, Google, Netflix, the television networks or Facebook that provides it doesn’t really matter. There will be advertising and it will be biddable.”

Rather than sell such ads on a traditional cost per thousand (CPM) model, agencies such as Downstream say they can draw on data such as the websites people visit, the forms they fill in and possibly even their purchasing history online to target specific audience niches with clients’ TVCs. Media agencies can specify a target audience and the maximum price they are prepared to pay for those eyeballs.

“It’s bringing rational pricing to [online] TV,” said Downstream’s chief operating officer, Justin Hind.

Although watching TV shows or films online makes up less than 5 per cent of total viewing, it is predicted to grow rapidly as more TVs are connected to a high-speed internet.

Online video advertising is currently a $33 million market – a relative minnow – but which Frost & Sullivan predict will be worth $180 million by 2015.

Danny Bass, the chief digital officer for the media buying consortium Group M, will sell video ads this way through its demand side platform by the year’s end. But he could not predict what volumes might be traded. “The more inventory that becomes available the more likely it is fall to an exchange.”

Downstream backer Mr Petre, the chairman of Netus, an investment company backed by News Ltd, said an auction-style trading platform did not necessarily mean rates would fall.

“There is a fear that everything that goes through an exchange will go to 50¢ a CPM but if you are delivering valuable content then that won’t be the case,” said Mr Petre, who also sits on the board of Nine Entertainment Co, which has a half-share in Ninemsn.

“People will resist it because they are fearful but in the end advertisers will love it because at last they will pay for advertising that performs well. At last the most appropriate ad is shown to the most appropriate audience.”

Read more at www.smh.com.au

 

Facebook ad formats getting more social

Facebook ad formats getting more social

(via www.clickz.com)

Facebook has launched “Sponsored Stories” ads, which let marketers utilize messages from their “likes” community for paid promotions on the site. The ads contain word-for-word Facebook user posts, while appearing in the right-hand column with other paid promotions on the website.

A bevy of launch partners have already readied campaigns involving the new ads. They include Coca Cola, Levi’s, and Anheuser Busch, as well as nonprofits like Amnesty International, UNICEF, Autism Speaks, and Women for Women.

Jim Squires, marketing products manager for the Palo Alto, CA-based social giant, told ClickZ that Sponsored Stories will be available on the site’s self-service platform in a comparable manner to other ads. They will be purchased on an impression- or per-click basis, he said.

For a brand like Starbucks, an endorsement that looks like this:

starbucks-sponsored1

May appear in an ad unit like this:

starbucks-sponsored

“Essentially, the recommended approach is to use [them] in conjunction with a campaign you are already running,” Squires said. “So, you say, ‘I want to add Sponsored Stories to this.’ In that case, when a Sponsored Story is able to show, it is showing [instead of] the controlled advertiser message.”

Read more at www.clickz.com

Good article explaining retargeting/remarketing

Good article explaining retargeting/remarketing

This is a good article explaining retargeting/remarketing. We use it regularly on EF & AdWords through Search and Display with a lot of success.

Amplify’d from searchenginewatch.com
If you spend “a lot of money” on your clients’ paid search programs or any other marketing program, this is your opportunity to increase their campaign ROI by making an effort to recapture the missed opportunities a second, third, or umteenth time. In most cases retargeting campaigns outperform search marketing campaigns (in a silo).

Read more at searchenginewatch.com

 

Finally updated my résumé to include my current job @ Downstream.

Finally updated my résumé to include my current job @ Downstream.

Included my current work:

Currently I am working at Downstream Marketing, a digital performance marketing agency in Sydney’s CBD. My primary role as an Account Executive involves setting up and managing pay-per-click (PPC) search engine marketing (SEM), performance display and social media campaigns and consulting on web design for conversion driven landing pages. As part of this process I regularly host client meetings and performance reviews as well as setting up an array of reporting, analysis and optimisation systems and processes. Clients during my time at Downstream include: American Express, GetPrice, JumpOnIt, National Australia Bank (Share Trading), Budget, AAMI, JustCar, InsureMyRide, Shannons, eHarmony, Freelancer.com, iiNet, Insuranceline, Informa, Live In Australia, Jetabroad and Bingle.

Downstream is still looking to hire, #SEM Assistants/Managers – GREAT place to work, good benefits

Downstream is still looking to hire, #SEM Assistants/Managers – GREAT place to work, good benefits

Downstream Marketing is Australia’s largest and faster growing strategic Search Marketing agency. Awarded B&T’s Emerging Agency of the Year for 2008, we were recognized as the best of the best amongst all marketing services agencies and disciplines. Because of our ongoing success, we are looking for high caliber candidates to join our team.

If you have a passion for digital, data and direct marketing, Downstream could be an agency where you can grow your career in the fast paced, ever changing world of Search and performance digital marketing. Downstream is a values based organization that recognizes team members based on their output, not input. We believe in operating under the principals of “freedom within boundaries” and actively encourage all staff members to excel in both their careers and non-work life.

If you are passionate about crafting the career you want, being a member of a collaborative team and pushing your own personal boundaries, Downstream may be the right fit for you. Detailed below are career opportunities currently on offer.

New job, rowing, new bike, life etc…

New job, rowing, new bike, life etc…

So, it’s been quite a while since I have updated… sorry!

What’s news for me?

Well, the job search is over! And all the turning down offers and holding off for a workplace that fits in with my values, suits my personality and extends me professionally has paid off 🙂

I’m now working at Downstream Marketing as a Search Engine Marketing Assistant. Which basically means that I pour through data from Google AdWords and Yahoo Search Marketing mostly through an impressive tool called Efficient Frontier (exclusive to Downstream in Australia). I then analyse the data, create reports, have client meetings, optimise the ads and track the budgets.

Yes, it’s much less “creative” than my previous work, but it’s extending me and that’s the whole point! Plus I get to do it with a fantastic team of people (which you’d kinda hope after 7 interviews and a analytical/behavioural test).

In other news, I’m putting off further study for a while because I cant dedicate the time. Sure, it would have been nice to get my PhD very young, but I’ve still got time.

The plan is to build up capital and gain experience whilst doing a bit of moonlighting with Joni so that in a few years I can head abroad again and possible start a communications agency.

— but we’ll see how the best laid plans of mice and men work out!

As for rowing I’m enjoying being back into it! However, being ill and trying to row during my first week off work beat me around!

We (Winchy, Simon, Lachey and I) went cycling up to Pearl Beach last week and had a great time (with Joni, Tony and Bry in the car)! The weather was almost unbearable and my 30+ year old bike almost killed me.

After that my bike almost fell apart, so I BOUGHT A NEW BIKE!

GTR Series 3

Pretty neat, aye!

It’s my primary mode of transport and it’ll make my life much easier. Just got to figure out getting work clothes dry cleaned, having showers, packing lunch etc..

Joni has been working on the opposite schedule to me (4pm-12am and 2pm-10pm) and we’ve hardly seen each other. It was really nice to have the weekend together 🙂

On that front all I can say is that besides our crazy schedules, things are still going great! She’s amazing and more than 2 years down the track we’re still crazy for each other and enjoying each other’s company.

It’s great living with her and Jeremy. When you get on with those you live with it makes life just that much easier.

Well, this has been a long post and I’ve hardly scratched the surface!

I’m not making any promises, but I’ll be trying to update this more often now.

Back in Syd with new contact info and looking for work!

Back in Syd with new contact info and looking for work!

Greetings one and all!

I am now living back in Sydney, looking for work and possibly doing graduate studies.

At the moment I am living with my folks in Narrabeen for a couple of weeks before moving into an apartment in Alexandria.

As you may know, I’ve recently finished my Bachelor of Media at Macquarie (Sydney) and spent time in Vancouver completing my Communication Honours at Simon Fraser University.

Our apartment is close to downtown Sydney (very close to the Redfern train station, one stop from Central) – a short work from the University of Sydney. If you’re ever in Sydney or Australia, we are maybe a 10 minute drive from the airport, so don’t hesitate to get in touch! Consider yourself as having a standing invitation to come visit any time–neither Joni nor I will be back in Canada for a while, so it’d be great to see some familiar faces.

As far as keeping track of me, please add me on facebook (facebook.com/lukefreeman), follow me on twitter (twitter.com/lukefreeman) or read my blog (lukefreeman.com.au).

I am also looking for work so please, please, PLEASE let me know if you hear of any work going either in my field (communicaiton/marketing/PR) or just in general (from admin to hospitality). Joni will also be looking for work when she arrives here on October 13th.

My resume is available at http://www.lukefreeman.com.au/resume

I am also back on the road with web designing – anything from simple “pamphlet/brochure” websites to dynamic, database driven, eCommerce solutions with content management & customer relationship management facilities. I work using: PHP, (X)HTML, XML, RSS, CSS, C++, JavaScript, MySQL, Automator and Adobe Creative Suite (Photoshop, InDesign, Illustrator, Premiere, Flash).

So, I think that is it!

Look forward to hearing from and/or seeing you all!

Updated: Thanks to @ andrewfergusson for reminding me to websafe it! Contact me if you want my address / phone etc…

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