Advanced Social Media Marketing? Go Back to Basics First!


Advanced Social Media Marketing? Back to Basics First!

by Massimo Burgio

I keep reading about companies and brands “investing” in very expensive internet marketing and social media “executive reports“, where the only things they get is aggregated data that doesn’t reflect at all their business, their market and, most of all, the level of resources, professionalities and skills these companies will have to actually deploy in such fields.

At a recent meeting a potential client asked me: “Do you know that on Instagram there are 58 pictures uploads per second, 5 million pictures per month“? I looked at him and, with my best “consultant’s smile” I said “Sure!” – but at the same time I was thinking “And what do you care, when your website is not even optimized for search engines, your social media presence is risible, and the Instagram users are not your target audience?“.


Q:Did you know that on Instagram there are 58 pictures uploads per second, 5 million pictures per month“?

A: “What do you care, when your website is not even optimized for search engines and your social media presence is risible“?

gsi-logo-oldiesThis section of the site used to be very active as a blog, but we stopped blogging at the beginning of 2013. This article is from December 2012, but we think that its insight can still provide value, so we included it in our new site, in this “ex-blog” section that we now see mostly as a “online marketing resources” page, a sort of oldies but goldies.

We hope you liked the article, feel free to share it. Sorry if some references are dated; we “remastered” our blog posts to fit the new GSI site design, and we included a few updates while republishing the content, while deciding to leave the articles mainly untouched, as they also represent some sort of “family photo album” for us.

Thank you for reading our blog, and for following GSI.
Massimo Burgio

Other classic things I hear at meetings are the need for a “viral campaign“, the desire to “develop an iPad application” or even to implement an “e-enterprise model” – and this is when, respectively, their company websites are not even SEO-friendly, their target audience is not tablet-ready, or their internal resources still cannot get the difference between a browser and a widget (yes, this still happens in 2013). It’s about time to stop this hype, and to go back to basics!

I don’t need to write a long article about it, as I’ve always been advocating the need for a rational approach to internet marketing, and a strategic approach to search and social media marketing.

Let me just drop a memo: before engaging in internet marketing activities, specially if expecting quality results and some form of return on the investment of money, time, resources and reputation, companies need to refocus on the following basics:

  • a solid internet marketing strategy;
  • clearly defined internet marketing goals, supported by achievable KPIs;
  • a skilled and constantly trained internet marketing team;
  • a website optimized for search engines, performance and conversion, social media ready, and of course responsive, for best visualization and interaction across all platforms, including mobile and tablet;
  • a solid social presence across several social media networks and platforms;
  • content, editorial and engagement plans, consistent with strategy, goals and target audience;
  • a social media / internet marketing policy for employees;
  • constantly monitored analytics, and an actionable analysis of data.

Does your organization have all the above basics in place? If not, don’t waste your time, money and resources trying to achieve a level of internet marketing you are not ready for. Just take a step by step approach, and you’ll eventually get there. But, first of all, remember to go back to basics! The key to a successful re-engineering of the entire internet marketing and social media marketing set-up are two major interventions, and both gets filed under “training”:

  • strategic training for top management and A and B level executives, that will allow to re-focus, re-plan, re-structure and re-organize the internal resources and the whole company focus;
  • operational training for all employees, specially for those whose whose activities have an internet marketing impact, so they can learn the basics, and also the advanced topics of social media marketing.

To learn more about the importance of internet marketing and social media marketing training, check out my relatively new blog article about training – while the article has been published more than one year ago, the content and the Slideshare presentations included are still very valid to today’s internet marketing training needs. Or you can just get in touch with us, and we’ll figure out together what are your organization’s training needs.

From Reykjavik: Social Media What? How to Design a Social Media Strategy

rejkyavik-internet-marketing-conference-logoI came back last week from the amazing experience of discovering Iceland, where I spent a week to participate to the Reykjavik Internet Marketing Conference 2010 (RIMC 2010) organized by my good friend the “Viking of search marketing” and now also a fellow Director at the new SEMPO Board of Directors Kristjan Mar Hauksson, who has been the perfect host for the Icelandic event.

Even if I find challenging and honored when I get invited to speak or moderate panels at great conferences at big venues, (like SES London 2010 the week before), I still love the atmosphere, mood and networking of smaller conferences like RIMC 2010. When there are less than 300-400 people in the room I feel free to walk among the audience with a microphone (or two) in my hand, make eye contact with the attendees and shoot the occasional question to the audience, even during my presentation and not just for Q&A. (more…)

Interview to Robin Good: Empowering Users, Search Engines, SEMPO and more

Robin-GoodIt’s a little bit of a shame that I took so long to publish this interview to Robin Good. Originally recorded on a sunny december morning in Rome, these files ended up in a back-up hard drive I lost track of, and that I finally found more recently (with a lot of other “lost files“). Nice that I finally got them back.

Robin Good is one of my favorite references when it comes to internet marketing. Despite of the Sherwood-esque nickname Robin Good decided to be public with, Robin (real name Luigi Canali De Rossi) is an italian chap living in Rome where he set up the headquarters of his organization, that keeps growing behind the efforts of the knowledge sharing website Master New Media and other independent publishing ventures such as

robing-good-tv-personal-broadcasting-independent-publishingAs a matter of fact, independent publishing is what made Robin…. independent, as he has been the very first pioneer in Italy (and among the firsts in the world) in setting up a business model based on Freeconomics (the free Economics recently discussed in a book also by Chris Anderson of Long Tail fame) – giving knowledge away for free, empowering web users towards the adoption of internet tools that can actually make them free to set up any publishing initiative on the web.

Robin Good’s business model is based on advertising, and Robin has been the first independent publisher in Italy to be able to get a steady stream of profits generating uniquely from advertising on his web properties.

So I put my SEMPO hat on and, on a sunny december morning in Rome, I finally met and interviewed Robin Good! please note that, even if the recordings are 2 years old, the topics discussed from both Robin and myself (below) are still hot and valid today – maybe because we both are internet visionaries? =)

Independent publishing has been of course the topic of the first part of the interview, a good way for Robin Good to introduce himself and the topic. Watch the video!

In the second part of the video Robin Good touches base on search engines, and compares search engines to “The Great Librarian“, a very interesting metaphor that really amused me – but very true! Watch the second part of the video interview.

Third and final part of the interview to Robin Good went back to independent publishing and, more in detail, on the vast availability of internet tools that can allow any user to set up any publishing venture on the web for free.

Watch out, free from buying big platform, but still costly in terms development and maintenance. Setting up an online publishing venture is not a game and requires vision, skills and plenty of time material. And yes, some money too – because Freeconomy is good, but then you will find out that to make a great job you still need the premium version of most of the free tools… anyway, Robin’s vision at this regard is pretty clear, and I personally support it. Watch the third and final part of the video interview on internet tools.

Just to make this post complete, I need to post also the videos that Robin Good shot while interviewing me! That’s right, as a Master publisher and video evangelist, he didn’t waste the opportunity to interview me for about SEMPO, search and social media marketing.

My videos distributed by Robin Good have been around online for a long time. I can recap them all here in this post for your convenience, and to recreate that cool mood of a sunny december morning in Rome with Robin talking about giving out and sharing on the web.
The first set of videos is an interview in 5 parts titled “SEO and Social Media: Q&A with Massimo Burgio

Part 1 ……………….. Part 2 ……………….. Part 3 ……………….. Part 4 ……………….. Part 5

Robin Good also edited other two fragments of the interview, one still on SEO topics “SEO: The importance of good content“, the other one “What is SEMPO?” to introduce the Search Engine Marketing Professional Organization I proudly represent. Enjoy the videos. Thanks Robin!

SEO: The importance of good content ……………. What is SEMPO?

Travel 2.0 Strategies and Tools: Blog Marketing, Social Media Marketing and Viral Videos Workshop in San Sebastian

A couple of months ago I have been hired, via my friends from Spanish search engine agency Overalia, to design and deliver a two-day workshop on the topic of Tourism and Travel 2.0. The workshop, two full days of Spanish content, training, site clinics, tools and exercises, has been offered to CICtourGUNE, the Center for Cooperative Research in Tourism, a Basque governmental agency dedicated to generate knowledge excellence in the areas of tourism and mobility, with offices in the very cool technology Park of San Sebastian (Basque Country, Northern Spain – Euskadi, in Basque).


We had about 25-30 people in the room, all related with the Travel and Tourism industry: some from local hotels and local tourist services, people from a museum and from the local Tourism Board at the San Sebastian City Hall. The rest of the attendees had ideas and business plans to launch in the Travel industry, and were looking for some good advice to be successful on the web.

Good audience at CICtourGUNE – very interested people, strongly motivated to put things in being and to launch projects straight away, but unfortunately lacking of all the foundations about basics of search and internet marketing – difficult for me to get them started in the 2.0 arena, and to vertically enter into the online Travel / Tourism industry topics, so I decided to invest day one of the workshop in providing the audience with a solid understanding of what internet marketing is about, before dedicating day 2 to social media and its applications and declinations for the Travel 2.0 industry. (more…)

Search versus Discoverability: What is your Search Strategy?

As I often say, it is good to serve at the SEMPO’s Board of Directors, as I can have very good exchanges with some of the smartest minds in the search and online marketing industry. A couple of months ago (maybe a little more) fellow SEMPO Board Director Duane Forrester asked a question: Search or Discoverability? What’s your search strategy?

SEMPO Board of DirectorsI believe Duane is in the process of writing a(nother) online marketing book, and the search versus discoverability topic surely seemed to be of some interest to him.

A good conversation raised around the topic, in a closed circle of emails with inputs from the likes of Dana Todd, Sara Holoubek, Jessica Bowman and Chris Boggs among the others, so I dropped my 2 percent to the conversation.

Today I found that old thread and decided to copy and paste my input on the matter, so to share it with you all – I would like to get your comments and your opinion on the search versus discoverability discussion, use the comment box below and feel free to tweet about this article.

Here we go – enjoy the reading!

Rock on – I like the question. In my opinion it is all a matter of positioning and target audience. Some “things” (businesses, events, organizations, brands, products) are not meant for a broad publicity, and do not need to be visible to everybody, but are meant to be discovered – by the right audience.

Some example? The first that comes to my mind is, of course, the Burning Man Festival and year-round community, but this can be applied also to products (niche-specific products such as specialty medical treatments or specialized construction or boating gear etc), organizations (i.e. Rotary Clubs, Masonic groups, exclusive Golf clubs, Museums Donors Funds, etcetera), businesses (highly specialized products and services) and brands (cult underground clothing brands, cult alternative music bands or film productions, etc.).

Search versus discoverabilityBasically, there is a whole word out there who doesn’t need to be slapped into everybody’s face – in advertising terms, they will never buy Superbowl airtime nor outdoor advertising.

These brand, products, organizations, etc. need to be discovered – not to be visible to everybody. In marketing-advertising terms, this can be achieved thanks to the recommendations and trust circles generated by the 2.0-social world (discovery by trusted input) or (and) thanks to search marketing, of course! =)

Search marketing (SEO and SEM) can definitely fit both needs, allowing to achieve either the largest possible audience (full-on visibility) or a very niche-specific, long tail target (can I call “meet the demand” a “piloted discovery“?). (more…)

Case of the Month: SEO DETOX!

Not really the “case” of the month, but surely I will publish in this section cases, presentations, interviews, research and more insight content on the topics of online marketing and, of course, search.

As a first episode of this “case of the month” series, I will start sharing a presentation I prepared for the SMX Stockholm conference last month, the SEO Detox presentation!

SEO Detox is a funny idea I had after a nice chat with Kevin Ryan in New York, right after SES NY 2008. It is a 12-step program for SEO-addicted, so that they clean up their minds from SEO stereotypes, and successfully move into Social Media Optimization!