The other thing marketers are constantly trying to do? Find a way to show the real return on spending the resources required to create a robust social media program.

Among all of the misfires and close-but-not-quite-there social media strategies, there is one organization that is getting it right – the UFC. Yes, that UFC – The Ultimate Fighting Championship.

I guess it is no surprise that a business as envelope-pushing and in-your-face as the UFC would be ahead of its competitors, and most other businesses, in harnessing the latest technology to extend and engage its fan base.

The UFC trails only one major sporting organization in the race for Facebook “likes,” behind the NBA; pretty impressive for a “niche” sport. In addition to pictures and videos leading up to and following each event, the fan page features exclusive videos, a shopping tab and even fan contests that incorporate sponsors, like the current promotion calling fans to vote for their favorite Hooters girl. The “delightfully tacky, yet unrefined” favorite will be an honorary ring card girl for an upcoming event.

At this weekend’s UFC 130, the organization trotted out another genius move in its social media marketing efforts, this time looking to build its Twitter following. As each fighter was introduced and made their customary entrance to the cage, a graphic including the fighters name and, yes, Twitter handle, appeared in the lower third of the screen.

Sounds like a fairly simple ploy, right? But in an age where athletes’ every move are scrutinized, tweets from athletes cause a stir and negative press seemingly every week, and governing leagues have placed restrictions on social media activity of their employees, the UFC is welcoming and pushing viewers to follow the online activity of its fighters. In fact, given the public perception and understanding of just how off the cuff, rough and often times crude the UFC fighters are, there are probably few concerns over what exactly these men will do or say via social media. Image is important to the UFC, but clean cut and mild-mannered does not fit the bill.

Sure, not every rogue move is a smart one. Just because a company rows in the opposite direction doesn’t make it smart. But take a look at past elements that have helped propel the organization to its current status:

1)      Accessibility. How much would it cost for a day of training in a particular sport with some of the world’s best professionals? To give you an idea, Dwayne Wade’s Fantasy Camp in 2011 boats a gaudy price tag of $12,500. Yet nearly all UFC fighters train in public gyms or own their own facilities, and they train and teach with the “regulars” for the given monthly membership. This kind of interaction is priceless for fans, and Twitter, while not as exciting as swapping sweat with a champ, gives fans the connections they crave.

2)      Familiarity. The single greatest marketing move the UFC has made in its 10-year history was the creation of the hit Spike TV series, “The Ultimate Fighter.” The reality show pits 16 up-and-coming fighters in six weeks of competition with the winner earning a major UFC contract. The drama, antics and quality of competition have been great for the sport. However, the fact that fighters are now coming into the organization with a following despite no collegiate competition, and the ability for fans to follow the career of a warrior from prospect to champion (just look at Season One winner and former Light Heavyweight Champion Forrest Griffin) are unparalleled in importance for the sports rise in popularity. By tweeting regularly, fighters are forming their legions of fans and driving ticket sales and Pay-Per-View buys for each passing event.

3)      Personalities. Hate them or love them, the fighters in the UFC have some pretty polarizing personalities. Whether it’s the crazed and hilarious “Rampage” Jackson, the unbeatable yet humble Georges St. Pierre, or the WWE superstar-turned-MMA champ Brock Lesnar, the athletes that make up this sport can reel in fans of any kind. Twitter is simply another vehicle for spreading the words and thoughts of these characters.

4)  Power. It’s not just the fighters and the organization’s marketing team that has Twitter in a triangle choke. UFC President Dana White actively Tweets about MMA news, live event happenings and scavenger-hunt type giveaways in the host cities of various fight nights. The often criticized and never filtered promoter has over 1 million followers.

No matter how you slice it, the UFC pushing Twitter on its broadcasts and developing the platform as a real asset is a win for the sport and the company. They are light-years ahead of where other sporting organizations fall on the social media trend line, and it is paying off.

For as long as we have been in the digital marketing business here at Discovery, convincing clients that Twitter will in fact bring them value and leads has been an uphill struggle. I think it’s safe to say that is typical at most agencies, especially those that deal with businesses lacking major spending. The thought process for most of the small- or medium-sized business we encounter is that unless there is a direct and measurable ROI, which is sometimes a gray area with social media, they just don’t have the “disposable” revenue.

Well, ladies and gentleman, spending on Twitter can no longer be thought of as “disposing” of your money. While marketers everywhere have been making this case for years now – DCG included—Google has now given us even MORE of a reason to create robust online communities.

According to “Inside Search,” touted as the official Google Search Blog, Social Search is now a thing of the present. The excerpt from the blog below summarizes what exactly will be changing:

“If you’re signed in, Google makes a best guess about whose public content you may want to see in your [search] results, including people from your Google Chat buddy list, your Google Contacts, the people you’re following in Google Reader and Buzz, and the networks you’ve linked from your Google profile or Google Account. For public networks like Twitter, Google finds your friends and sees who they’re publicly connected to as well.”

So what does it all mean, in simple terms?

Well, from the searchers’ perspective it means more news-worthy results with up-to-the-minute “buzz” factor, as well as a glimpse into the activity of your extended network surrounding your query.

It also may mean you should be more selective with who you follow on Twitter. Rather than simply using the “follow” function as a cheap means to build your network, you may want to implement a personal filter as to who you are inviting in to your network. If the Tweets of those with whom you are connected are not adding value, you probably don’t want their messages appearing in your search results – which means you better unfollow them in a hurry!

From a marketer’s perspective, this means you may want to begin using the follow function as a cheap means to build your network. Yes, this is what I just cautioned against for individuals and from a searchers’ perspective, but if what you or your clients are Tweeting can show up in the search results of your network, then you better grow as big a following as imaginable.

HOWEVER (there’s always a caveat) you need to be pushing quality content that is getting shared in order to establish authority. This important factor will greatly influence how often (if at all) your content appears in the search results of your network.

So continue building a large online audience on Twitter, and push valuable content. The same thing we have all been preaching for years! Only now it is a necessity, not an option.

Feast your eyes on this! Loads and loads of links that were mentioned at ProSEO Boston, also links to slide decks, blog posts, fun tools, infographics…. you name it, We got it!

Conference Video on Sale, promo codes and stuff for discount available

Tweets from the Conference

Zemanta: looks over your shoulder while you blog and gives you tips and advice, suggests related content and pictures, and makes sure your posts get promoted as they deserve to be.

FollowerWonk: Twitter user search

Trendsmap: Trendsmap.com is a real-time mapping of Twitter trends across the world.

Punch Tab Loyalty Rewards Program

Tout: robust email marketing stuff, analytics, scheduling, templates (PROSEO2011 promo code)

Linkstant: alerts you about new links to your site immediately

Formstack: Optimized landing pages

Twitter Grader: Can find lists of people based on keywords or check Twitter ranks

Bitly Pro: use it to share links, will show ALL referring traffic, even from mobile or API apps like Hootsuite and Tweedtdeck

Braintree: a very awesome online payment system

Google Chrome Plugins for SEO: an app created by Distilled

Open Graph Protocol: Including Open Graph tags on your web page makes your page equivalent to a Facebook Page. This means when a user clicks a ‘Like’ button on your page a connection is made between your page and the user.

Facebook check login status: Find out the current session status from the server, and get return session object if the user is logged in and connected to your application.

R : R is a free software environment for statistical computing and graphic

Stumble Upon Ads: promoting links via Stumble Upon

What makes an effective link builder: blog post from Justin Briggs of Distilled

Reevoo Mag: Great example of html5, it’s all html! No flash or Java

5 Takeaway Social Media Marketing Tools from Pro SEO

Distilled Pro SEO Seminar: Day One Recap

Keyword Tools List from Kate Morris of Distilled

SpyFu

Brightedge:

Google Keyword Tool

Google Webmaster Tools

Google Insights for Search

Google Trends

Microsoft adCenter Labs

Microsoft Advertising Intelligence

Wordtracker

Wordtracker Keyword Research Suite

Keyword Discovery

Experian Hitwise

SEMRush

comScore

YouTube Keyword Suggestion Tool

Introduction to Wonder Wheel

Open Site Explorer

SEOmoz Keyword Difficulty Tool

Keyword Spy

Presenter Slide Decks

How not to fail at link bait: Presentation slides about creating infographics
by Chris Bennett from 97^th Floor

Social Design
By Matt Clayton of Mixcloud.com also link is here to code mentioned in slides https://gist.github.com/975939

SEO Strategy for haberdashing.com: A mock strategy created by Rand Fishkin CEO of SEOmoz



I recently heard that Distilled, a SEO agency headquartered in the UK, and SEOmoz, a SEO software company, were holding their PRO Conference in Boston this year. I really wanted to go! As a digital marketing agency with an emphasis on SEO strategy, it is imperative we stay current on industry trends. However, when there wasn’t extra money in the budget for me to attend the conference, I turned to social media to see if I could score a free pass somehow.

When engaging in social media for any reason, be it personal or business, your efforts need to be campaign-like. And like any campaign you need a strategy, resources and a mentality that you are, “in it to win it!” And that is exactly what I did!

I come up with a strategy for how I would influence SEOmoz and Distilled to give me a free pass, I evaluated the resources available to me, and I knew persistence would be the key to reaching the goal. Social media is all about building bridges. You can’t tweet once or slap up a Facebook status and give up because no one read it or followed you. This is a long-term commitment and like any relationship, your networks grow stronger as you share experiences, information, wisdom, and yes, even a little humor.

In this case, I wrote a blog post about my cause, stating the 10 reasons I should be given a pass. I also made sure to optimize the post to the best of my ability. I then used Twitter and Facebook to share this post and to drum up supporters to champion my cause. Humor was a big part of my strategy, stating the #9 reason for giving me a free pass to the conference was that I was willing to tattoo the SEOmoz Roger Mozbot mascot on my body. Furthermore, I promised to allow this to be filmed and used as a viral video campaign.

Being persistent about sharing out my message paid off and I was rewarded with a free pass to this amazing SEO PRO Conference. So maybe you are at the beginning of this process or possibly you are firmly entrenched in it, the key is to be persistent. You need to keep plugging away at it knowing that every blog post, every upload, every tweet and status update makes you one step closer to reaching your social media goals.

The Discovery Communications Group is an award-winning, fully-integrated marketing agency located in Salem, NH, that specializes in professional web design, search engine optimization, and social media marketing strategy. DCG also provides printing and mailing services to meet every advertising need, servicing clients throughout New Hampshire and Massachusetts.

So what is all the hype with lowly bar code technology? Because of the growing use of smartphones, people are more connected than ever before. According to data from The Nielsen Company, 29.7 percent of U.S. mobile subscribers now own smartphones. With the growing use of smartphones, this simple technology can allow consumers to connect with products, services and companies like never before. The use of QR codes is in the early stages, and while businesses can capitalize on this growing trend to impress their clients, there are good reasons that digital marketers should be getting in on the action.

1. Interact and Engage with Consumers
QR codes can be used to attract new customers and encourage them to spend more time with your content. You can also provide them with additional information despite space limitations. Using a QR code on print advertising, posters, product packages, business cards, conference badges, or displaying it on websites, billboards and even t-shirts can provide consumers the opportunity for them to engage with your content. These QR codes can be used to send consumers to a website, a social media profile, even your contact information. For example, Nike in Belgium has put a QR code on their store window that automatically generates a ‘Like’ for their page on Facebook.

2. Connect to Online Content with Ease
With QR codes, consumers don’t need to type in a lengthy URL. They can simply scan the code and be taken to the appropriate page right away. The ability to access the content or website from anywhere your smartphone goes is the epitome of easy, no wi-fi necessary.

3. Convert Shoppers into Buyers
Give consumers more relevant information when and where they want it. According to an Accenture study, many smartphone users said that they prefer using their mobile device rather than interacting with a store employee. Retailers can benefit by placing QR codes on products, shelving, circulars and signs to provide information that helps close the sale.

The Discovery Communications Group is an award-winning, fully-integrated marketing agency located in Salem, NH, that specializes in professional web design, search engine optimization, and social media marketing strategy. DCG also provides printing and mailing services to meet every advertising need, servicing clients throughout New Hampshire and Massachusetts.

Now that you know how to be more productive without sacrificing your social media and internet addictions – ready, set, work! And when having issues with your “diet” just remember to set goals. Are you on Facebook for fun or for business? Be respectful and mindful of your time. Do you feel better when you are productive and kick butt at work or waste your time checking your friends status updates? Be honest. Set Goals. And be more productive!

The Discovery Communications Group is an award-winning, fully-integrated marketing agency located in Salem, NH, that specializes in professional web design, search engine optimization, and social media marketing strategy. DCG also provides printing and mailing services to meet every advertising need, servicing clients throughout New Hampshire and Massachusetts.

John Kurze and Ricky Cisco before surgery

How many Facebook posts can you honestly say saved your life? This past week, USA Today released an article about the power of a post and the impact social networking can have on the lives of those who participate. Jeff Kurze of Warren, Michigan was born with a condition that caused iron to be deposited in his kidney. For the last two years Jeff has been undergoing dialysis, but it was making him sick.

Jeff’s wife, web designer Roxy Francisco-Kurze, posted in desperation last late November on her Facebook wall:

“Wishing a kidney would fall out of the sky so my husband can stop suffering, so if anyone knows of a live donor with type O blood, PLEASE let me know.”

Ricky Cisco, a resident of nearby Royal Oak, Michigan, read Roxy’s post and within an hour, messaged her, asking to talk more about what could be done. Ricky had never considered donating an organ before, but knowing he shared Jeff’s O blood type was enough to plant the seed.

Soon after that fateful post, Ricky and Jeff met for what they thought would be the first time, but Ricky quickly recognized Jeff as the computer salesman whom he purchased a laptop from the year before.

Fast-forward to April 2011 and you will find a healthier, happier Jeff Kurze. Ricky Cisco donated his left kidney to Jeff on March 30 at Royal Oak’s Beaumont Hospital, and both have returned home and will resume work shortly. More than just friends, Ricky Cisco considers the Kurzes family now. What’s more, a Facebook page was created for Jeff to stay in touch with friends and family while he was undergoing surgery.

Now when Jeff Kurze finds himself surrounded by friends, sharing stories about how they found their spouse on eHarmony or their new career through Craigslist, Jeff can respond that he found his kidney through Facebook.

The Discovery Communications Group is an award-winning, fully-integrated marketing agency located in Salem, NH, that specializes in professional web design, search engine optimization, and social media marketing strategy. DCG also provides printing and mailing services to meet every advertising need, servicing clients throughout New Hampshire and Massachusetts.

George Wallace, President of The Discovery Communications Group, explains the importance of a company website at a social media seminar website. Launching an effective social media campaign is an important marketing tactic; however, the strategy needs to revolve around your website, so take a good look at your site. Does it look professional? Does it entice your customer to contact you? Does it truly represent your business goals? If you are unsure, contact us for a consultation!

The Discovery Communications Group is an award-winning, fully-integrated marketing agency located in Salem, NH, that specializes in professional web design, search engine optimization, and social media marketing strategy. DCG also provides printing and mailing services to meet every advertising need, servicing clients throughout New Hampshire and Massachusetts.