Content marketing Conversion Opinion Social media marketing Bryan Eisenberg conversion marketing conversion optimization customer-centricity email marketing influence Jeffrey Eisenberg social media voice of the customerBryan Eisenberg and his brother, Jeffrey, need no introduction. They have written books with titles such as ‘Persuasive Online Copywriting: How to Take Your Words to the Bank’, ‘Call to Action: Secret Formulas to Improve Online Results’ and ‘Waiting For Your Cat to Bark?: Persuading Customers When They Ignore Marketing’. In this interview, Bryan shares [.]. MORE >>

Tweet Google+ Ripples is an app that sits natively within Google+, allowing anyone to see the reach and influence of a particular post in G+ once it has been shared. The magic of Google+ Ripples, however, is the ability to search out and target influencers. People that re-share your content and get large numbers of subsequent re-shares have larger ‘ripples’ which makes it very easy to see who people pay attention to, and quickly. In this example brand ‘y’ is more effective at leveraging key influencers to spread their message, while their first level influence is lacking. MORE >>

So following are what I think are going to be the communication and marketing trends for 2011. Content, content, content. Did I mention content? lot of people will disagree with me – some think content is dead. All companies should become media companies, in that the content they provide is valuable, consistent, and non-salesy. That’s why becoming a media company will be even more important – you’ll be able to reach your customers and prospects without relying solely on the influencers. FTC rulings. Net neutrality. MORE >>

Most recently, this struck me with regard to influencer outreach. was discussing this with my colleague,  Jennifer Kane , after she attended the  Influencer Throwdown Panel with David Binkowski , Kevin Dugan and Krista Neher (moderated by Saul Colt ) at SXSW Interactive. One thing that really got her thinking was this interesting concept that the panel posed: The biggest mistake PR professionals make when working with influencers is to take a media relations approach, rather than a community relations approach. It’s simply not enough to build a list of influencers. MORE >>

Klout only gives President Barack Obama an Influence Score of 48. See, people that waste their time on Klout, determining influence on it, debating its merits , etc., Without a relationship it would be extremely hard to get that high scoring influencer to invest energy into your effort. Instead you would have to focus on the magic middle and build your own influence from the ground up. Further, understanding which influencers to build relationships with the real levers in a community can only come by intimate familiarity. are wasting time. They are relational. MORE >>