Business Value of Social Media - TopRank Marketing

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  • Lee Odden of presentation at SES Hong Kong on The Business Value of Social Media. Photo credit:
  • Lee Odden is CEO of TopRank Online Marketing, a pioneering internet marketing agency that helps companies improve customer relationships and increase online sales through integrated search, social media and content marketing services. Odden’s 12 years of client consulting experience includes Fortune 50 companies HP & McKesson and trusted marketing industry brands like PRWeb, Marketo and StrongMail.  “Online Marketing Heroes”, published by Wiley, features Odden’s advice on internet marketing topics and he’s contributed to influential industry publications including Mashable, ClickZ, MediaPost & American Express OPEN. He is also editor of Online Marketing Blog with over 40,000 subscribers and ranked by Advertising Age as one of the top Marketing blogs online. A social media strategist and practitioner, Odden leverages over 3,900 fans on Facebook, 22,000 connections on Twitter and 2,000 blog posts to generate all of the new consulting business for his agency.  Odden has been cited by The Economist, DM News and U.S. News & World Report for digital marketing expertise and is a sought after speaker for private corporate events and conferences including Search Engine Strategies, Pubcon and PRSA International. He has keynoted Online Marketing Summit, Search Exchange and will be keynoting the Social Media Junction conference in Auckland, New Zealand late 2010. Odden serves on the advisory board for Search Engine Strategies and MarketingProfs B2B forum and is a past MIMA and DMA board member. @leeoddenhttp://www.toprankmarketing.com 
  • There are over 1,500 brand social media examples at
  • Smart-Kit leverages SEO and social media to boost traffic to a leading destination for online puzzles and games.
  • You collect “kickbucks” just for walking into participating stores, checking in, scanning products. Use kickbucks to get rewards like Facebook Credits, instant gift cards/certificates for participating stores:Best Buy, American Eagle and Sports Authority. And get special offers and bonuses while you're there. Can also donate kickbucks to 30 causes. Shopkick can be used and kickbucks can be redeemed nationwide in the US. The beta launch includes: Best Buy, Macy’s, American Eagle, Sports Authority and certain Simon malls in the WIDER New York, San Francisco and LA regions.American Eagle has been using in 52 stores for about a month and plans on rolling out to remaining stores.Best Buy will implement in 257 stores by Oct 1.
  • clothes retailer Uniqlo has found a novel way of encouraging U.K. shoppers give the brand a big presence on Twitter -- by reducing the price of clothing pieces every time someone sends a tweet about an item.In the run-up to their ecommerce website relaunch, on 9 September 2010, UNIQLO have developed two new social media initiatives; LUCKY COUNTER
  • Hire TopRank Online Marketing to improve customer relationships and increase online sales through integrated search, social media and content marketing services. Call 1-877-872-6628 or visit us online at http://www.toprankmarketing.comPhoto credit:


  • 1. The Business Valueof Social Media
    Photo Credit: Steve Webel
    Lee Odden - @toprankTopRank Online Marketing
  • 2.
    Consulting Speaking Media
  • 3. 1,500+ Social Media Examples
  • 4. Smart Kit Gets Social SEO Smart
  • 5. Games
    Games Blog
    Sells Books
    & Repeat
    • Blog, Facebook, Twitter, YouTube
    • 6. 300,000 uniques per month
    • 7. #3 “online puzzles” 40m SERPs
    • 8. Changed business model to advertising
    Games Blog
    Sells Ads
  • 9. Measure
    Unlock $
  • 10. IBM Listens for Leads
    “Seekers” voluntarily visit public web sites, blogs, forums, Twitter and “listen” via keyword queries for sales opportunities.
    Four key metrics: number of leads created, lead value, win revenue and win rate.
  • 11. Pro Listening Tools
    • Monitoring & Analysis
    • 12. Sentiment Analysis in 9
    • Mix of Technology & Consulting
    • Monitoring & Analysis
    • 13. Engagement Management
    • 14. Interface with WebTrends & Salesforce
    • 15. Doesn’t support HK Region
  • 1.7
    Average number of mobile devices per person in Hong Kong.
    *Source: Hong Kong Office of
    Telecommunications Authority
  • 16. Social Mobile: shopkick
    Visit retail stores, scan products for “kickbucks”redeemable for rewards.
  • 17. Nearly 9 out of 10 Internet Users in
    Hong Kong View Online Video
    Source: comScore May 2009
  • 18. Video Social to Sell Airplanes
    Video Campaign
    • New light sport aircraft, PiPerSport
    • 19. Videos hosted on YouTube, Facebook
    • 20. Twitter used to promote videos
    • 21. Flickr hosted photos
    • 22. Planes start at $140,000
    • 23. Sold several planes as a result of video
    Channel One Marketing Group & SEO-PR
  • 24. Retail Social Pricing: Uniglo
  • 25. There are 133 million blogs averaging 900,000 posts a day*
    *Source: Technorati
  • 26. Blog Social & SEO
    300+ top 10’s on Google
    2,700+ unique phrases
    Business Success:
    • 600+ customers – 3 years
    • 27. 2nd fastest growing SaaS company ever
    • 28. Best source of converting leads: Blog & SEO
  • How Did They Do That?
    Content & SEO Social & SEO
    Corp Site
    Marketo Blog
  • 29. 3 Things You Can Do Now
    Establish a Listening Program: Audience analysis, brand monitoring, social keyword research.
    Implement a Content Marketing Strategy: Plan & promote social content, develop networks.
    Leverage Social Media Marketing campaign tools across channels to promote optimized social content.
  • 30. Thank You
    Free Marketing
    Photo Credit: Stuck in Customs
    @LeeOdden –