Heute habe ich Kristina Libby zum Interview gebeten. Kristina vereint in Ihrer Rolle alle zentrale Online Marketing Kenntnisse, von Social Media über SEO bis hin zu Blogging und Statistik. Sie hat erkannt: Online Marketing ist nicht ein „Job“, sondern ein „Lifestyle“. Und Sie meint: „Zwischendurch kann man auch mal die Regeln brechen…“. Viel Spaß mit dem Interview!
Kristina, please introduce yourself.
I am a communications professional with diverse experience working for non-profits, corporations and the US federal government. My experience includes running integrated facebook, twitter and blog communication outreach, twitter parties, creating and editing viral videos, running online paid media campaigns, SEO, SEM, and creating press releases.
How did you get into internet marketing?
It really was quite an accident for me. I have a background in statistical research for conflict. After finishing my MA, the job market was stagnant for the things I was skilled in. So, I stumbled into a career in social media. First, I worked in second life, and eventually expanded to include all aspects of online marketing.
What are your most successful projects?
I have run some really successful campaigns for the National Geographic Museum and for Philips’ A Simple Switch program. These were very different online campaigns but both achieved the branded goals and have seen great growth of community.
What are the biggest challenges for your business over the next couple years?
For me, it will really be a matter of making sure to work within the Mobile web. It is the future of online communications and finding social techniques that are mobile will be an exciting and valuable shift from current desktop-access centric campaigns.
And where do you see the best opportunities?
I love working as an American voice for European and Asian brands and think there is a great niche opportunity here. These brands needs American voices to act in a social sphere. The American customer wants to feel that the brand is familiar to them; to be so, the brand must use their tone, their idioms and their expression. By providing these services to established foreign brands, my agency is able to really bridge this divide.
Is there anything you would do differently?
If I were to do something differently from my standpoint, I would invest more time in learning the technical side of the web. I would grow my experience in html cod-eing, in java script and further my knowledge of online analytics. While marketing is great, knowing exactly how apps work, contes are implemented and pages built gives one greater understanding of online functionality.
What is the best advice you have ever been given?
Keep learning and keep talking to people.
What are the most valuable hints you would give someone who is just starting out?
Understand that this isn’t a 9-5, it’s a lifestyle. Social media is all encompassing and all engaging. Be prepared to give up weekends, to give up time and to work quickly. When starting out, don’t bite off more than you can chew. Don’t over promise to clients. Don’t think you know online media, just because you use facebook. Read mashable.com, read social media books and ask experts for advice.
Any secrets hands-on information you can share with our readers (e.g. great website, book, training, source …)?
- Use: muckrack.com to target journalists
- Don’t: underestimate the value of a twitter party (use tweetgrid.com)
- Break the rules on occasion: facebook can’t follow everything that everyone is doing on every page.
- Find a great list gathering service here: www.connecttobloggers.com
What are your preferred information sources about the internet marketing world?
Mashable.com and http://social-media.alltop.com and connecttobloggers.com (for lists).
Anything else you would like to point out?
Use LinkedIn to position yourself within the groups and communities you wish to be a part of!
Kristina, thanks for this interview!