How To
Shell’s Social Media Guru to Speak at Marketing Kingdom Cairo 4
Tom Webster, Global Social Media Strategy Manager – Retail, Lubricants & Motorsport at Shell in the UK is one of the keynote speakers at the fourth edition of the Marketing Kingdom Cairo, scheduled to take place from 17-18 October at the Royal Maxim Kempinski Palace in Cairo.
At Shell, Tom oversees the running of multiple social media channels, advises on content strategy and best practice, and builds Shell’s social media audience worldwide. Previous to Shell, he was Social Media Producer at ITV, running all aspects of social media for the network’s three digital channels. He has also worked at several startups and was a member of BAFTA’s digital committee.
We recently sat down with him and asked him to give us 5 tips for the Egyptian social media marketing and PR professionals.
- Act like a publisher. There’s a good chance your business does not rely on traffic from social media to keep making money. Some businesses do. Look at Buzzfeed. Look at Vox. If their social content is not the very best it can be, they don’t make money and they cease to exist. Learn from them. Copy them – don’t copy their content, but copy their techniques!
- Work with the platforms. Facebook, Twitter, LinkedIn, YouTube…they are all in the business of making money. They all have plans and goals and a roadmap of where they want to be. Learn what they are and align your social media plans to theirs. For example – Facebook wants to make money from video. To do this they need a big library and to be the place people think of for online video. They therefore want more video uploaded. So video gets more prominence in the newsfeed. Brands should focus their attention on video. They get more views of their content and Facebook gets to become a player in the space. Everyone benefits (Except YouTube!)
- Dig into your data, and use it! Long gone are the days where you could look at the number of likes on your account as a key data point. Now, good social media tools allow you access to all kinds of data on your content. Use it! Your data can help you identify your biggest fans and harshest opponents, what specific markets like (and don’t!) and all manner of other factors. This is all very good, but unless conclusions are drawn and plans are improved based on the data – it’s useless.
- Look beyond the platforms you know, and look to where your customers are. Some people get trapped in a mind-set that social is just the platforms they use. ‘If I’m on Facebook, that’s where our customers are!’ Not so. And this is especially relevant to those working internationally. Find where your target demographic are, and where communities may already exist. They may be on Reddit, or Swarm, or WeChat. Learn these platforms. Conversely, don’t be tempted to be everywhere. Snapchat may be pretty cool, but it might not be the place for you.
- Don’t forget to be social. Facebook was recently described as a ‘Free Content Ad Platform’, rather than a social media site. Twitter moved from ‘Social Networking’ to ‘News’ in the App Store. Social media is getting a little less social. But the social element is still a core property. It’s easy to publish and forget. But it’s sub optimal. Maintaining the social aspect builds trust, brand preference and can nullify problems and issues before they get out of hand. Being social also forces you to listen to your customers. Not a bad thing really!
To meet Tom plus global marketers from Facebook, Unilever, Twitter, Microsoft, YouTube, Nespresso, Infiniti and FP7 MCCANN/MENA, grab your discounted ticket for the Marketing Kingdom Cairo 4 on this link.
The Marketing Kingdom Cairo is organized by P World, an international creative agency with operations in 35 markets around the world.
The first ever edition of the event was organized in March 2011 and since then 14 countries have hosted the event. This year the event is also going to be organized for the first time in North America, from 18-19 October in Vancouver, Canada.
A URL Shortener is a technique in which a URL may be made shorter and still redirect to the original long page.
Most URL Shorteners are free and easy to use but come with limitations.
Google shut down its Google URL Shortener in 2018 with continued support until March 30, 2019. However, all existing links will continue to redirect to the intended destination.
Top URL Shortener Services on the Internet
1. Bitly.com
Bitly offers a free and enterprise version of its URL shortening service. No signup necessary, but creating an account allows you to manage links quickly and change the short link characters if you wish.
According to this Quora answer, the enterprise version of Bitly costs around $995/month.
Pro Tip: add + after the short link to access analytics of any bitly link. bitly.com/link+
2. TinyURL
A simple shortener that requires no sign-up and allows users to customize the keyword. The service is free to use, but there is no analytics.
3. Short.io
The best shorten link provider so far, it has so many useful features such as google analytics integration, bulk import, broken links detection, built-in analytics with so many details, link cloaking, and more.
Cost: affordable compared to similar solutions.
4. Rebrandly
Rebrandly is one of the popular URL shortener services in the market. It’s the most complete and reliable link management platform. Their solution provides the easiest way to create, measure, and manage short URLs with a custom domain name.
You can buy your domain name using Rebrandly, tag your URLs using UTM tagging, allow social media pixels to optimize for conversions, and more.
It’s expensive compared to other solutions.
5. eg.gd
eg.gd is a new URL shortener service that offers the same as rebrandly but for free. It was launched last year when bit.ly service was blocked in Egypt.
In the course of my professional endeavors, I consistently inquire about the origins of information, the methods by which our audience discovers us, and the roots of potential leads. These inquiries, among others, are integral to unraveling the complexities of the marketing funnel.
A commonplace challenge encountered by numerous marketers on a daily basis revolves around a pivotal question: which blog post proves most effective in generating leads and conversions?
If you have a blog on Webflow that includes a lead gen form or a newsletter form in all blog posts, when you receive an email from one of the forms – of course, you have to find out the URL of the respective page. This way, you can detect the top converting posts.
I’ve been searching for a solution here and there and finally found it. So, I thought to share it here.
How to automatically include the current URL in the webflow form?
- Add an embed code before the submit button of your lead generation form or any other form type – make it hidden, and insert the following code into it then save.
- The javascript code you need to make this work:
<script type="text/javascript"> window.onload=function()
{document.getElementById('pageurl').value = window.location.href;} </script>
<input type="hidden" id="pageurl" name="pageurl" value="pageurl" />
3. Once published, any new form submission will have a new column called “pageurl” so you can detect the source page of this submission.
Follow us for more Webflow hacks.
In the ever-evolving world of digital marketing, staying ahead of the curve is paramount. One essential factor that often flies under the radar is Google’s E-A-T principle, which stands for Expertise, Authoritativeness, and Trustworthiness. This principle, now upgraded to E-E-A-T to include Experience, plays a pivotal role in enhancing website credibility and user experience.
In this article, we’ll delve into how understanding and implementing E-E-A-T can significantly influence your search engine rankings.
Unearthing the Essence of Google E-E-A-T
E-E-A-T is an acronym that encapsulates the qualities Google values when assessing the quality of online content. While it might not be explicitly mentioned in Google’s 200 known ranking factors, it holds undeniable significance in the eyes of quality raters and SEO professionals alike.
Expertise: Mastering Your Domain
Expertise is the cornerstone of E-E-A-T. It revolves around showcasing your in-depth knowledge and proficiency in your niche. To demonstrate your expertise effectively, consider these strategies:
1. Comprehensive Subject Mastery: Your content should reflect a deep understanding of your subject matter, leaving no room for ambiguity.
2. Credentials and Qualifications: Display relevant qualifications and credentials to bolster your credibility.
3. Proven Track Record: Highlight your past accomplishments and successes, as they can instill trust in your audience.
4. Research and Data: Stay updated with the latest research and trends in your field and back your content with accurate data.
5. Niche Specialization: Focus on a specific niche to establish yourself as an expert in that area.
6. Active Contribution: Contribute to your field by publishing content, and research papers, speaking at relevant events, or joining professional organizations.
Experience: Real-World Application Matters
Experience complements expertise by emphasizing practical, real-world application. To convey your experience effectively, consider these tactics:
1. Practical Application: Apply your knowledge in real-world scenarios and showcase your problem-solving skills.
2. Case Studies: Present real-world examples and results to illustrate your expertise in action.
3. Success Stories: Share stories of achievements or satisfied clients to instill confidence in your abilities.
4. Portfolio Display: For creative fields, such as design, art, or writing, showcase your previous work to demonstrate your experience.
5. Knowledge Demonstration: Stay updated with industry best practices, trends, and new developments, and share your insights through blog posts, articles, or speaking engagements.
6. Customer Testimonials: Positive testimonials from satisfied customers provide social proof of your expertise.
Authoritativeness: Building a Trustworthy Reputation
Authoritativeness centers on establishing your website as a reliable source of information within your niche. To enhance your authoritativeness, consider the following strategies:
1. Backlinks and Citations: Earn backlinks from authoritative websites in your industry, a strong signal of your website’s trustworthiness.
2. Awards and Recognition: Credible recognition, such as awards and certifications, contributes to your reputation.
3. Thought Leadership: Demonstrate authority through original research or innovative ideas, and engage in industry discussions.
4. Collaboration with Experts: Collaborate with recognized experts in your field through co-authored articles or speaking engagements.
5. Strong Social Media Presence: Engage with your audience on social media platforms to establish yourself as an authoritative figure.
6. Consistent, Relevant Content: Create high-quality content consistently to build credibility with users and search engines.
Trustworthiness: The Bedrock of Credibility
Trustworthiness is the final piece of the E-E-A-T puzzle, focusing on the credibility of your website’s information. To foster trustworthiness, adhere to these guidelines:
1. Transparency: Be transparent about your brand, contact details, business operations, and the purpose of your content.
2. Provide Accurate Information: Ensure your content is factually correct and up-to-date, and avoid misleading practices.
3. Ethical Practices: Follow ethical guidelines, respect user privacy, handle sensitive data responsibly, and comply with relevant laws.
4. User Experience and Security: Create a positive user experience and prioritize website security with HTTPS connections.
5. Customer Testimonials and Reviews: Genuine testimonials from satisfied customers bolster your website’s trustworthiness.
6. Customer Support: Offer prompt and helpful customer support to engage with your audience effectively.
7. Disclosure of Affiliations: Clearly disclose any affiliations or sponsorships that might impact your content.
While Google’s Quality Rater Guidelines may not explicitly mention E-E-A-T, adhering to these principles can significantly improve your website’s credibility and user experience. Remember, achieving higher SERP rankings requires a holistic approach, and understanding and implementing E-E-A-T is a valuable piece of the puzzle.
If you need expert guidance, consider enlisting the support of professional SEO services to help you navigate this ever-changing landscape.
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