Month: July 2009

Hello!

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To the one person in Malaysia reading the blog, HELLO! Web analytics are amazing…

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Would you bother with only 8% effectiveness?

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I belong to the LinkedIn group Marketers on Twitter, and a member posed the following:

Is Twitter a fad..a new study is out that shows only 8% of Advertisers Say Twitter is Effective Promo of products. Combining somewhat effective reach just over 50%…

I didn’t see the original survey, but here are my initial thoughts based on the limited info above. What do you think?

Yes, I do think Twitter is a fad. Inevitably, something will come along to replace it, and our “twlanguage” will be a thing we only laugh at on VH1 “I Love the 2000’s” reruns. In the meantime, there are ways to capitalize on Twitter and other social media to grow your business.

Here are a few thoughts/tips that I’ve experienced – and listened to – along the way:

1. Set crystal clear goals and objectives where results can be measured – whether it’s be leads, sales, retweets, etc.

2. Content is king. If you don’t have strategic and quality content, then nothing else matters. Nothing.

3. Do not generalize your audience. For example, if your top two customer segments are single women 30-40 and men 40-50, do not speak to them in the same voice. Decide which social media platform you will speak to each audience on and regional-ize for different areas of the country/state if necessary.

4. Get integrated. I’ve found the most success happens when social media works with another channel.

5. Be flexible. In social media, you have to test, be willing to try new things and learn from those experiences. You can’t try one tweet and then throw it out of the window. If social media strategies aren’t your forte, then hire someone who gets it and knows how to implement. In the end, it’ll save you time, money and sweat equity.

Headlines

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Every once in a while these headlines make the internet rounds. Whether these are real or fake, I still find them funny. Any other good ones…?

Marketing to Boomers

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Experts Rate the Campaigns

Consumers over age 50 have 2.5 times the discretionary spending power of the coveted 18-to-34 age group. Yet ads aimed at boomers still seem to miss the mark. BusinessWeek asked industry veterans Brent Bouchez, David Page, and Nancy McNally—who recently formed the Five0 agency to help companies reach the 50+ audience—to give their views of some recent campaigns.

Here’s what they had to say.

photo from BusinessWeek.com

At 65, Smokey Bear is still fighting fires – Los Angeles Times

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At 65, Smokey Bear is still fighting fires – Los Angeles Times

The beloved icon remains the face of the longest-running public service campaign in U.S. history. But keeping him current has been a challenge.

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Use Online Listening for Competitive Research

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My friend Jeff Herzog of iCrossing fame and ZooLoo (what exactly is ZooLoo Jeff anyway?) used to say “search is the world’s largest focus group.” I’m not sure if he authored the phrase, but regardless, I’ll always remember it and give him credit. Why? If you compare the 14.3 billion searches conducted in March 2009 per comScore to the response pool of any survey or focus group, you can quickly understand which set may provide more value. Of course, not everyone is searching for the topic you may be interested in, but it’s extremely likely that more people are searching for your topic of interest versus the number of subjects in your research partner’s database.

So what can you learn from search phrases?

Read more here

Building Your Brand Through Emerging Media

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Tonight I attended the OC Ad Federation, in association with AAF, event “Building Your Brand Through Emerging Media.” The final session in a four part series, the panelists’ one paragraph program bios were enough to make me realize I finally found my kind of panel – worldclass techie superheroes. Techie strategists who actually have the goods – driving social media campaigns for 20th Century Fox, American Express, HBO, Disney, Nokia, Hilton Hotels and many more. I knew the advice these panelists would give wouldn’t be from guessing nor from a blog entry they read once upon a time, it would be from personal experience, firsthand knowledge of success, best practices and the inevitable “maybe that wasn’t such a great idea” that comes with anything new.

Once introductions (the sharing of Twitter names and the night’s hashtag) were made, the panel kicked-off.


Research and interpretation for strategy
The first thing to do is research to make sure the new, hot 2.0 tool isn’t the driver. Analyze if this channel is really where you need to be. Is there a more appropriate channel for your audience? Or how can you make public relations and social media work together? Before diving in goals and objectives should be set.

For the entertainment industry, quite a few examples were discussed, but one that stuck with me was about the Pirates of the Caribbean. The studio thought the best trailer would showcase primarily the action and Johnny Depp. What they found through research was that women responded strongly to Keira Knightly. So what did the studio do? They went back and cut a trailer that focused on Knightly’s character and her storyline. Result? More success among that demographic.


Case study
A popular question was who’s doing social media right? Whole Foods is a good example that was discussed at length. For Twitter, the strategy of alternating between an “ad” (ex., Organic food 1/2 off this week -LINK-) and interaction (RT’s, @ replies, posing non-brand related questions) provide synergies and balance to YouTube and blogging initiatives.


Lead generation
When it comes to lead generation, larger companies must take regions into consideration and each region’s behavior. Consider your audience instead of taking a blanket approach.


Measurement
It has to be said that you cannot approach social media without being strategic, but still open-minded and flexible. In that spirit, measuring social media has it’s own set of rules. You have transactions, but that’s where traditional measurement almost ends. Impressions are not enough. Driving metrics for business needs to focus on the cost per engagement, time spent and what I call word of Web (yes, I am fully aware there’s a reason why that term never caught on)… Monitor what’s being said, spread and know when to act and when to stay out.


Small business
During the event, the panelists took questions via Twitter. Mine was the first one picked up, which was about how small business can be successful in social media. Big budgets mean big campaigns and big results, but America thrives on small businesses that should be able to participate and still have success. Frankly, I think consumers almost expect everyone to participate these days – Mom & Pops included. Here are a few tips on the hot topic that also spilled into the Q&A session:
  1. Set goals. Define what success looks like.
  2. Nothing else matters if the content is not good. Nothing.
  3. Design the application for easy consumer interaction.
  4. Pay attention to what others are doing: share and “steal” when it makes sense!
  5. Unless speaking to the marketing and advertising industry, throw out marketing and advertising speak. Have an authentic voice. Consumers respond to things that are authentic, honest, interesting and show passion.

As a sidebar, I knew I was in for an experience when I realized the event was held Sutra. Yep, that Sutra. Apparently they host corporate events, and I have to say I loved it! The atmosphere was much more energetic, creative, interactive and refreshing. Maybe it was the disco ball, maybe it was the fireworks playing on the flatscreen, but I prefer to think it was a great group of people. Cheers!