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September 2013 archive

Social Media in the Government

To learn more about this topic, join us for the free web seminar October 21st, Social Media in the Government.

Recently, I attended an event in which various presenters spoke about different ways social media has changed parts of life. There were the obligatory things, such as “marketing” and “networking” and the less expected things, such as “parenting.” What really threw me for a loop was “government.”

Government? According to a NBC News/Wall Street Journal poll, 83 percent of people disapprove of Congress. President Obama’s approval is now lower than it has been in the past two years. In fact, according to a Reuters poll, the only thing less popular than our federal government seems to be invading Syria. Social media may be changing the government, but is it for the worse?

At least, that was my initial reaction. Then Raleigh City Councilman Bonner Gaylord stood up and gave an excellent speech about innovation and government’s attempt to engage citizens through social networks.

“Social media is changing the way we interact with our government,” Gaylord said. “It’s changing from a top-down hierarchy to a bottom-up citizen-led democracy.” (more…)

5 Steps for a Basic Facebook Advertising Strategy

Learn to maximize your business and sales potential with Facebook advertising and more in our social media training course.

It’s fast becoming a reality: In order to do well on Facebook, you’re going to have to spend money. Now that there are so many advertisers on the social network (more than 1 million), it’s nearly impossible for a page to get noticed organically. There’s too much competition.

It’s unfortunate, but I can’t really blame the social network — it’s got stockholders now, and stockholders tend to avoid displaying loyalty when you’re not producing revenue. Like it or not, in order to increase your exposure, you’ll need to fork over some cash.

Perhaps you’ve known this and you’ve been putting it off. It looks confusing, you say. CPC or CPM? Targeting? And what in the world does “bidding” mean? Better just to avoid the whole thing.

Sorry, but keeping your head in the sand is a terrible approach, and you’re not doing your business any favors.  Hopefully these five steps can get you started through the process.

Step 1:  Design your ad (more…)

ASPE-ROI Instructor Rob Sanders to Speak at Digital East

Rob Sanders, course developer for ASPE-ROI’s Mastering Google Analytics and founder of RSO Consulting, will speak at Digital East about Advanced Tactics in SEO. Digital East will be held October 15-16, 2013, at the Hyatt Dulles in Herndon, Virginia.

During his session, taking place on day two at 11:10am, Rob will share why mobile is a “can’t miss” factor when taking search engine marketing into account. Key topics will include mobile platforms, SEO standards, social implications, web design standards, location based search and several case studies.

Rob Sanders has more than 15 years of experience that complement his core competencies of search engine optimization, pay per click management, social media and web analytics. As the founder of RSO Consulting, based in San Francisco, he provides creative and technical online marketing solutions to to clients across verticals representing healthcare, e-commerce, technology, law, finance and more. Rob is Google AdWords and Analytics certified and earned his MBA from University of San Francisco. He is also the author of 42 Rules for Applying Google Analytics and is working on a follow up book.

The Digital East conference agenda if filled with speakers and panels discussing social media, search engine optimization, web analytics, mobile marketing, email marketing and much more. There will be more than 75 speakers presenting across multiple tracks this year, customizable to attendees’ preferences. There are also preconference intensive workshops. Digital East is one of several digital marketing-focused conferences hosted by Tech Media. Other conferences from Tech Media include Internet Summit, Dallas Digital Summit, Southeast Venture Conference and Digital Summit.

WIN 1 of 2 Xbox One Consoles!

Do you want the newest features available in a gaming system? Wouldn’t you like to talk to your TV instead of always trying to keep track of your remote? Have no fear, Xbox One is here. With all-new features like voice recognition commands, an ultra-powerful core processor, the ability to watch live TV, and built in Skype client, this new gaming system would be the perfect present for the holidays. The only catch: they are difficult to find.  I know you are already picturing it in your living room, so how do you make this dream a reality?

Enter at to WIN 1 of 2 Xbox Ones.

Drawings will be made November 8 th and December 13th. Simply fill out your name and email address. No purchase is necessary to win, and one entry gives you a chance to win on both dates.

For contest updates follow @ASPE_Inc on Twitter. You can also read the official rules for this giveaway offer.

Enter to WIN an Xbox One

ASPE-ROI Instructor Mark Traphagen to Speak at SMX East Conference

Mark Traphagen, course developer for ASPE-ROI’s Google Plus for Business:  Getting Started and director of digital outreach at Virante, Inc., will speak at Search Marketing Expo – SMX East 2013 in New York City on October 2, 2013. Mark will be a speaker in the breakout session titled Top Social Tactics for Search Marketers. He will be joined by Associate Creative Director Annalise Kaylor from aimClear and Link Building Specialist Debra Mastaler from Alliance-Link and they will have a “speed-round” session discussing their favorite authority-building social tips.

During this session in the SMX Advanced Track of the conference, taking place on day 2 of the at 10:45am, Mark will share the extensive results he has discovered about how Google treats Google Plus profiles for purposes of search ranking. He will also share his findings and opinions about Google Plus profiles, pages and communities, and divulge information from case studies and strategies that drive content and deliver top search results.

Mark Traphagen (@marktraphagen) has been involved in social media and online community formation since the 1990s and has developed a reputation in the past couple years as a Google Plus and Google Authorship expert. As director of digital outreach at Virante, Inc., he strategizes brand influence, natural link attraction and social signals for businesses. He is a regular speaker at conferences such as SMX, ConvergeSouth, local meetups and more, and he is working on the first comprehensive book that covers Google Authorship and Author Rank. Mark also plays with a Dixieland street band and participates in competitive storytelling in his free time.

The SMX East conference agenda is filled with speakers and panels discussing search engine optimization, mobile marketing and paid search among other topics. There will be more than 50 sessions across multiple tracks this year, customizable to attendees’ preferences. SMX East is one of several Search Marketing Expo conferences hosted by Third Door Media, which is also the parent company of Search Engine Land, Digital Marketing Depot and Marketing Land.


New Google Analytics Features

Learn more about Google Analytics training from ASPE-ROI.

Google Analytics has recently added to its features in the experiment platform.  Both beginners and advanced users can utilize these features to make the most out of their analysis. Users must take their campaign one step further than just gathering the data. To have the most successful outcome, users must take action on the results given. These new features allow users to do just that with a very powerful tool for A/B testing.

One benefit of the new features is specific to AdSense users. They can now link to Google Analytics in order to use AdSense revenue as an objective in experiments. This has been a long awaited feature for AdSense users and will greatly benefit the publishing community.

Another one of the new features that was added to the experiment platform is the ability for users to shift traffic within the variation settings.  These features are designed to reach the highest amount of revenue in the quickest possible way. Advanced users are now able to use their settings to allow for an equal traffic distribution across all versions of the experiment. Even though this can override the default optimization settings, if the users’ needs aren’t being met for a specific experiment, this new feature can be a great option. This addition may not be useful to everyone but provides some updated features for advanced users and those using the experiment platform.

How to Improve Your Business with LinkedIn

A Summary from the New ASPE-ROI White Paper

LinkedIn has become one of the most powerful tools in the marketing, sales and business worlds. The power of connecting with thousands of people by the click of a button has immense potential, yet some people just don’t know where to start, or worse, they’re doing it wrong and turning potential customers into jaded audience members.

The new ASPE-ROI white paper by Christina Motley, Improving Your Business with LinkedIn:  Mastering the Art of Networking to Increase Leads and Engage with Customers, not only explains the history of LinkedIn, it advises on conventional practices within LinkedIn and gives you detailed steps that will help you connect with more people, engage current customers, and be in the forefront of potential customers mind’s when they need your service or product. Here are a few key items covered in this white paper about LinkedIn: (more…)

How Agile Marketing Boot Camp Helped One ASPE-ROI Client

The general term “agile marketing” has been a hot topic in marketing discussions around the world this year. Every company wants their marketing team to be agile, react quickly, and be more efficient. What isn’t as common is what the actualization is from formal Agile Marketing (capital because I’m talking about the actual methodology referred to by the Agile Marketing Manifesto) implementation.

In July, the marketing group from Northern Arizona University, Extended Campuses brought the Agile Marketing Boot Camp course to them. Instructors Jim Ewel and Keith Finger led them through two days of methodology and hands-on practice about Agile Marketing and how they could adapt it for their specific situations. I had a chance to ask the Extended Campuses Director of Marketing Ann-Marie deWees a few questions about what she and her team thought about the training. Below are a few answers to those questions.

Why did you want to take the course?

I was intrigued by agile and wanted to go deeper, with the guidance of an instructor. (more…)

Web Seminar Recap: Top 10 Ways to Deal with Nasty & Difficult People

Ask 10 people to define a nasty and difficult person and you will get 10 different definitions. There are many types of difficult people. Do you get frustrated and don’t know what to do with whiners, braggarts, negativity, passive aggressive behavior, or people who are on emotional roller coasters?

Everyone encounters difficult and nasty people, but it’s how you deal with them that makes the difference. Ignoring these problem behaviors will only make things worse. On August 22 ASPE instructor, Kelley Bruns, presented the free web seminar, “The Top 10 Ways to Deal with Nasty & Difficult People.” In this one-hour presentation, Kelley not only covered the top 10 ways to deal with these kinds of people, but how to bring out the best in them.

You can listen to a complete recording of this presentation at Select “View Event Recordings” in the top right corner.  You can also download the slides from this presentation by visiting our Web Seminar Archives.

Q&A from Seminar

Q. Kelley answered question about teleconferences, what about emails?
A. I would not recommend using email as a way to communicate with difficult or nasty people – it’s too risky. Emails are not the first choice you should consider because email tone can be misinterpreted. When dealing with difficult people, nasty people, or difficult situations the best choice is to handle them in person, your second choice would be to handle the situation by telephone. It’s important when reading emails to be careful about having assumptions that the other person is being mean or nasty. When in doubt, ask for clarification. (more…)

Content Marketing: A Proven Strategy, Evolution & Personal Journey

Learn to optimize your search visibility and website traffic using concise, high–impact content marketing strategies in our Content Marketing Boot Camp.

Content Marketing is a hot buzzword. Google it and you will get 661 million results in less than two seconds. But what is content marketing really?

I took Content Marketing Boot Camp last week as my fourth course towards an Executive Certificate in Internet Marketing – the only university-recognized professional certificate program of its kind through a partnership between ASPE-ROI and Saint Louis University’s AACSB accredited John Cook School of Business.

ASPE instructor Phil Buckley (@1918) kicked off the Content Marketing Boot Camp asking participants for their definition of content marketing, each of which had its own twist. Any marketing format that involves the creation, sharing and publishing media to acquire customers – including news, videos, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc.- defines content marketing, according to Wikipedia. In other words, content marketing focuses on communicating, not selling, with prospects and customers to inspire brand loyalty by providing consistent and valuable content. (more…)