guerilla marketing

What Is Content Syndication & Why Should You Care?

Content Syndication = Your Own NON-PAID Army of Marketers

Content Syndication = Your Own NON-PAID Army of Marketers

You write a blog post.

You tell somebody on twitter about it.

That person comes in, likes what you wrote, and click on the “add to digg” button.

When that person posts your article on Digg, their app automatically updates that person’s twitter saying that she’d just digged your blog.

That person’s twitter followers come to Digg and see your post. They read it through the Digg toolbar, and automatically “digg it”.

Now that more people have “Digged it”, your post is up on the Popular section of Digg – and you reach tons of other Digg users, who repeat the process.

This is called Content Syndication and it basically means Viral Marketing through Social Media.

Expanding The Syndication Of Your Content

In the example above, all you’ve done was update your twitter about the new post. Let’s say that brought 10 visitors to your blog.

What if you had updated Digg, Reddit, Jumptags, Social Median, Simply, Delicious, Folkd, Facebook, and Twitter?

Now, you may argue that you might not have as many friends on Delicious as you have on Twitter. That’s a good argument, one that leads to the understanding of what Content Syndication really is based upon: SOCIAL CONNECTIONS.

Here are tools that will help boosting your Content Syndication:

The Add To Any WordPress Plugin

You can see it at the bottom of this post – it even goes along the RSS feed. When you click on any option, the Permalink, Title, Description, and upper image are automatically inserted to the submit form of the service, reducing your time considerably.

You can get your add to any here


An impressive application that updates nearly ALL social services with the touch of a button – requires that you initially add each of your social networks to their list. They will then store your info and everytime you send a new update, it will refresh your status throughout as many social networks as you’d like.

Sign up for a account here

But You’re Still Alone…

Even with these great services, your submissions may very well never be clicked by anybody if you dont have an active social community of your own.

Luckily, there is a way to fix that: The Synnd Software

Synnd is a private community that exists solely to vote/bookmark/spread other users’ content, therefore guaranteeing a successful syndication (one that creates a viral marketing effect).

See the Synnd software in action here.

Exploring the benefits of social media and content syndication is a way to work around getting free traffic without having to know SEO and definitely not spending money with PPC.

If you’d like to know more about Synnd, leave your questions below.

If you dont want to know anything about it, leave your comments below.

If you hated my disorganized writing, leave your comments below.

See you soon.

Social Media Marketing for an Online Store?

Social Media Halloween? Scary!

Social Media Halloween? Scary!

Guerilleros, today I ask for advice – my social guerilla skills have been put to test and I’m falling short at this moment.

I’ve been given the opportunity to manage the social marketing for an online costume store for toddlers called – tcharan… – Their stuff is really cool (a bit pricey, but so am I…)

They’re brand new online, and according to their analytics, they’ve been receiving a decent amount of organic traffic for keywords such as kids harry potter halloween costumes and cinderella halloween costumes.

They need, however, to increase their brand exposure and want to interact with their customers through Social Media. (Dont we all?)

Their blog is well advertised within the site (on the upper right corner), but receives very little traffic. Apparently, their posts have been indexed, some are even on Digg and Reddit, but far from achieving the social viral effect.

Here’s my issue – social marketing for “real” businesses has the advantage that I can go in and get footage of their service/products, which makes content much more viral-friendly. For an online store, however, I’m coming up blank when I try to create an identity that doesnt consist of “buy our costumes”.

I’ve looked at Zappos and to a certain extent, Amazon, but their approach to Social Media is nothing like what these guys want to do: Zappos has their CEO on twitter, and on a personal blog, which adds a persona, a “face” to the brand. He barely speaks of the company’s products on his blog.

What CuteToddlers has been doing is basically discussing and advertising their costumes on the blog – yes, they add lots of personal touches to the posts, but they’re still salesy. Maybe that’s what I should work towards – getting a social media fan within the company and working with her/him to create a company “persona”.

What do you think?

Leave your comments – they are always DOFOLLOW and approved very quickly.

The Social Media Analytics War Against ROI

Do you know what to analyze with Analytics?

Do you know what to analyze with Analytics?

Hey Guerilleros, I know I’ve been out for WAY too long, but there’s way too much going on right now and updating this awesome kind of got pushed to the sidelines.

But I want to come back today talking about something that has been constantly on mind now that I’m managing multiple blogs and social communities. It’s a pretty hardcore guerilla that many social media marketers continue to get bombed at.

I’m going to touch a simple aspect of tracking social media referral traffic using Google Analytics.

1. Traffic Sources

Where is your social media marketing most effective?

Where is your social media marketing most effective?

This is very basic, but is a major part of your guerilla – you need to know where your wins are coming from. It does you no good to spend hours on social bookmarking places if your real traffic comes from Youtube.

Of course, there are secondary advantages of using social bookmarks, but you get the point – if you’re active on one platform, it will undoubtedly work better for you.

And here’s the key point most people miss when determining social media ROI: you dont have to ponder secondary benefits (awareness, exposure, etc..), at least initially. Track salaried hours and social media expenses against measurable results – traffic, leads, referring links.

That’s ROI when it comes to social media, at its primary stage. But when you’re trying to analyze what your results are, look at the report on the left side and ask yourself:

“are these sites where my market ‘hangs out’?”

If it is, then great.

But some guerilleros have no idea where their market hangs out… Those guys just go out and fight for every inch – no matter which direction they’re going. For those guys, there’s more analytics.

2. Understand How Social Visitors Act On Your Site

Here’s the complete report for the picture above:

Track visitors' experience for each social media platform

Track visitors' experience for each social media platform

You’ll see on the table above: visits – pages/visit – avg time on site – %new visits – %bounce rate.
What those tell you is basically this:
Your visitor came, looked at X number of pages, in about X minutes. But out of everybody that came to your site, X hit the back button without clicking on a single link.

So your job when tracking social media marketing ROI is to analyze who’s connecting with your content in a more efficient way – You can even add conversion tracking to your analytics:

analytics tracking conversions

analytics tracking conversions

With simple interpretation of raw data, you’ve just found out which platform gives you the best results. If it’s Youtube, darn, get more videos up! If it’s Facebook, spend some more time connecting and updating your status.

It’s easier to spread your social guerilla marketing all over, but it’s hard to win a battle. If you’re winning, stay on top of it!

Social Guerilla Marketing Done Right: The X-One Mug

X-One is the most socially active coffee mug ever!

X-One is the most socially active coffee mug ever!

Guerilleros, today over at the ASI Central I read a cool post about 5 hot marketing trends and if it’s hot, there’s social media all over it.

No doubt, Social Media was the very first “hot trend” (they call it “trend”, we know it’s a GUERILLA!) and even though they didn’t seem to be very familiar with the topic, they picked a real Guerilla strategy to talk about: The X-One Mug Fan Page

The company that makes the X1 (Gold Bond Inc.) decided that

As a travel mug, the X-one is always going places, so the marketing team figured social media was a natural fit, and the X-one Facebook page was born

Pretty clever, huh?

There are a ton of reasons why Gold Bond marketing director Karen Sherrill should receive a considerable bonus, but here at the Guerilla we’ll discuss why their campaign works like charm:

Social Media Marketing With Humour

Attention to details: humor and constant updates on the x-one fan page

Attention to details: humor and constant updates on the x-one fan page

Now raise your hands those who enjoy when companies make fun of themselves… ???

When you go social, online or offline, it’s your personality that attracts people – and the X-One team have created a darn cool one for their fan page.

Mentioning personality is important not only to make the X-One remarkable but to instigate people to talk about it (like I’m doing right now).

I’ve written about the guerilla marketing viral effect and how content goes viral when there’s a benefit to the user that is syndicating it.

Sherill proved to be a master guerillera when she stated this in regards to being remarkable:

One of the important elements seems to be humor or intrigue that will give friends and fans a reason to pick your tweets and posts out of the onslaught of others

Why the x1 Guerilla Marketing Has Gone Viral

Sherill and her team have made the X-One campaign extremely engaging by asking people to share how and where they take their mugs. When customers send them pictures, they’re all published on the fan page under the album “Places I Have Been“.

Check out these pics from the album:

Is that a successful campaign or what?

Is that a successful campaign or what?

Remarkable social media marketing...!

Remarkable social media marketing...!

They’re completely NOT A SOCIAL MEDIA SILO – From their facebook page, you can see that the entire company participates: there are mentions of the plant manager, becky the sales rep…

What they missed – Subtle Monetizing…

We could not find a link to the company website at the fan page, and we could not find a link to their twitter account either.

ATTENTION: Good social media guerillas are subtle about these strategies, and it’s not a bad practice to make it a bit less obvious for your visitors that you’re trying to sell something.

In the X-One case, however, they’re really not trying to sell anything. Their approach is almost entirely entertaining, and that’s where they missed the point:

What If I wanted to buy an X-One?

My wife drinks more coffee than Brazil can export it, and I’d love to buy her one.

How about a link to a “” domain with more pictures, and an online order form?

Anyway, many praises to Sherill and the marketing team at Gold Bond Inc. They’ve put together a really powerful guerilla campaign, and it should be an inspiration for companies who think social media marketing is about blasting 140 character ads over twitter.

How To Turn Guerilla Marketing Viral – The Viral Effect!

The psychology behind anything that goes viral is that the user gets some sort of benefit by promoting it.

The “viral” aspect only works if, after spreading it to their friends, that user will be seen as funny, smart, up-to-date, or valuable.

So, when thinking about new Guerilla marketing content, focus on creating remarkable pieces, that will separate those who have seen it (the cool, the smart, the savvy, the geekiest…) from those who NEED to see it (beyond your potential customers)

The Viral Effect Determines The NEED To See/Read/Try It

Therein lies the Viral Effect; divising the “have seen it” from the “need to see”. And the more remarkable your Guerilla marketing is, the bigger the “NEED TO SEE”.

You’ve probably seen a very old viral video on TV being advertised in the ‘news’ and thought to yourself:

“I’ve already seen it, those TV people are always behind…”

And of course, you’re a much cooler person because you had already seen it 😉

Alright, but how does one go about creating the viral effect in guerilla??

First of all, check through this list to make sure your content passes “guerilla quality control”:

  • Very little pitch, if pitch at all
  • There’s no way anybody will know what it relates to unless they watch/read it to the end
  • Creates expectation/suspense/thrill/curiosity
  • Goes WAY beyond “target market”, attractive to a wide range of users

If it passes all these factors, there’s a big chance you’ve got a bazooka Guerilla on your hands.

But well, it’s not like there’s an ignition button to fire up massive content syndication – specially if you don’t have a large syndication network – but here are strategies good for any marketer:

  • Most twitter users have their own blogs, but it’s also good to check for specific blogs and contact bloggers.
  • On youtube, if you’re doing a guerilla video, it works very well to ALLOW embeds and comments. After all, you do want buzz, right?

This troublesome strategy of contacting social media personalities is the ONLY shortcut to those who do not have a large network of friends to syndicate your content.

The other strategy that seems to work (depending on budget) is to have a top-notch PR firm feed the media.

(of course, we’re talking about social media here – so don’t expect me to suggest helicopter-bombing-business-cards type of strategies here)

But turning any guerilla into a viral marketing depends on your ability to:

  • be newsworthy

  • be social (online)

(grow a large group of ‘friends’ on multiple platforms – your content syndication network)

  • be remarkable

  • be steady & keep ’em coming

(turn a single campaign into multiple posts/pieces – start a specific website/blog just for it)

We’ll keep the guerilla rolling, and will post much more content here, but if you really want to overthrow the establishment and learn underground guerilleros’ tools to automate social media marketing, click here.

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