Tag Archives: Online Marketing

What Not to Do with Online Marketing

Guy Kawasaki of Entrepreneur.com offers 13 tactics to avoid when trying to make your online marketing a success. What other points can you offer to keep online marketing a valuable resource for your business?

1. Forcing Immediate Registration: Requiring a new user to register is a reasonable request’after you’ve sucked him in. The sites that require registration as the first step are putting a barrier in front of adoption.

2. The Long URL: Say a site generates a URL that’s 70 characters long or more. When you copy, paste, and e-mail this URL, a line break is added. Then, people can’t click on the link or it only links to the first part of the URL.

3. Windows That Don’t Generate URLs: Have you ever wanted to point people to a page, but the page has no URL? Did the company decide it didn’t want referrals, links, and additional traffic?

4. The Unsearchable Web site: Some sites don’t offer a search option. If your site goes deeper than one level, it needs a search box.

For the rest of his theory, be sure to check out his original article here.

The Speakers of Community 2.0: Beth Murphy

This week we’re speaking with Beth Murphy the Head of Marketing & Communications at Digg. Beth will be participating in the panel discussion ‘Don’t Just Survive, Thrive. Tips & Techniques for Sustaining Your Community’ on Tuesday, May 12.

Listen to the podcast here:
http://www.iirusa.com/upload/wysiwyg/New%20Media/C20_BethMurphy.mp3

And as a reader of the Community 2.0 blog, we’d like to invite you to join us at Community 2.0 from May 11-13, 2009, in San Francisco. We’re offering you an exclusive 25% discount when you register for the conference using the code XM2105Link. We hope to see you there!

Community 2.0:
http://www.link2community.com

Join us at Community 2.0:
https://www.iirusa.com/community/registration.xml?state=select_event

Twitter 101: 5 Reasons Marketers should use Twitter

Twitter is all the rage right now, and is proving more and more to be the cutting edge way to market. Even though a recent Twitter user behavior survey, claims that only 15% use it for marketing purposes. The majority 28% is still using it as a social tool. But I think we should see this 15% go up, and here’s why:

1. It’s a Learning Tool. The mother ship of Twitter research is Twitter Search, where over 3 million messages are posted a day. It works much like a google search engine, except picks up peoples Tweets. This will allow you to see what people are saying about a particular brand or product. For example, if you want to see what people are saying about M&Ms, you can search the word, M&Ms, and it will pull up everyone who has twittered about M&Ms in realtime. And if a brand wants to get really brave, they can do like Skittles, and integrate the brand’s twitter stream into their Website or blog.

2. Gives Professional Credibility. Although Twitter has been around for a few years now, it has yet to become a marketing norm, and people that are successfully using Twitter are still considered ahead of the curve. With Twitter, you can post interesting articles or videos that you find on the Internet, and the better your posts, the more relative followers you get. And the more relative followers you get, the more credible you become.

3. It creates Exposure. Twitter allows people from all over to see you, what you’re doing, what you’re into and what you’re twittering about. It’s an opportunity to get a message out to the masses to promote yourself and your business; whether it’s a brand or a service.

4. A Chance to Connect to your Consumer. Not only does Twitter let you view what your consumers are into, but it can take customer service to another level, allowing you to personally connect with the consumer. For example, the other night my friend, Holly, was at a Mexican restaurant, where they give all the customers numbered tokens for a chance to win free queso dip on the “Wheel of Taco”. Holly’s token won, and she twittered about it. Then she immediately gets a message on Twitter from Eric Michaelson, the owner of the large restaurant group, congratulating her for winning on the “Wheel of Taco”.

5. It’s all about networking, networking, networking! We all know that in this biz, it’s all about who you know, making those connections and being the first to know about the next big thing. Twitter is yet another way to network with other marketing professionals from across the globe. You can participate in online discussions with other professionals. You can see on Twitter Search live updates of the trendiest discussion topics at the moment and join the conversation if you’d like. Topics always have the “#” sign, like #markettrends, and you must use that in all your tweets for it to show up in the Twitter stream. It’s like modern day chat room, but it’s Twitter.

I’ll admit, I’ve been slow to jump on the Twitter bandwagon, and am still learning the ins and outs, and the more I learn, the more I see what a valuable and essential tool it is becoming for marketing. And the more I learn, the more I’ll share…so follow me on Twitter at twitter.com/aprilbell.

April Bell

Skittles: Network the Rainbow

Go to skittles.com. I promise it will throw you for a creative loop. Tagline is ‘Interweb the Rainbow. Taste the Rainbow.’ This line makes sense when you see the site, because it’s not really a Website, but a social media smorgasbord. Initially, you’ll think you’ve landed on a Wikipedia page, because their Wikipedia page is the background of the Site!

To even get permission to view the Site, you have to give them your birth date. Marketing genius! First of all, 90% of people navigate away from a Website within a minute. So if someone takes the time and effort to enter their birth date, their level of interest in learning more about Skittles must be fairly high. Second, by requiring people to enter their birth date, Skittles can determine what age demographic their products reach.

As you surf the Skittles site, it uses various online social marketing tools to pull up information about Skittles. For example, when you click on click on the Media tab, it pulls up videos via the YouTube site, and photos via Flickr. When you click on the products tab, it takes you to the product description on their Wikipedia page. Again, marketing genius.

This bold move is risky, because by turning their Website into a social media hub for skittles, they lose a lot of control. For example, whenever someone twitters about skittles, its shows up in their twitter stream. That means if someone twitters something negative, that’s right-it shows up in its Twitter stream. But this site is causing buzz, and buzz, aka word-of-mouth, is marketing heaven. Looks like the Skittles rainbow is on its way to a pot of gold.

April Bell

Bob Dylan and Social Media

What is in common with Bob Dylan and the New Age Conversation Marketing Paradigm? Lots apparently. Dylan is a change poet. He has thrived on poetic escapades about pop culture and the changing society. If you listen carefully, he might have some profound thoughts on your business.
I created a construct from his songs- about the New Age Marketing.
Just a light hearted way of putting the point across- and Dylan Fans (Who isn’t?) will love it.
A sneek Peek here:Here is a dialogue construct between a audience, a traditional thinking marketer (TMM) and a new age engagement Marketer (NAM)- if they had to talk only through the lyrics of Bob Dylan songs (song links indicated- so you can enjoy the songs too!) TTM: (What advertising says to the audience): Baby let me follow you down, baby let me follow you down
Well I’ll do anything in this godalmighty world
If you just let me follow you down.
Can I come home with you, baby can I come home with you ? Audience: Not again. Been seduced enough. Something’s not right. Not again. Not one more night, not one more kiss,
Not this time baby, no more of this,
Takes too much skill, takes too much will,
It’s revealing. NAM to TTM: Look brother- She won’t just listen just because you are talking. Engage her. TTM to NAM: Hello? What the hell is that? Where’s the control? Where’s the quantifying of reach and frequency? How about GRPs of conversation? And how do you measure any of this? NAM: Sigh!
How many years can a mountain exist
Before it’s washed to the sea?
Yes, ‘n’ how many years can some people exist
Before they’re allowed to be free? Read on for more on ChasingTheStorm
Actually come to think of it- we could do this more often- Can we take a musician and a topic and build a conversation using the musician’s songs and the situation?Examples: Economic crisis and Mark Knopfler; Retrenchments and Rihanna (!), Environmentalism and Creed, etc (Bad examples- but I know you can be more creative than that)

Cheers!Shalabh

Social Media Wake-Up Call

I came across this post on ReadWriteWeb that discusses how a recent study published by Opinion Research Corporation for Cone shows us that contrary to popular belief that social media is simply a fad, 85% of Americans who use social media believe that companies should have a presence in the social media environment. Also, the findings show that users want companies to interact with them via social media.

Here’s some interesting data provided by the study:

This desire for business-to-consumer interaction goes beyond simply offering customer service via Twitter. Although 43% would like to see companies offering customer service through social media, 41% would like companies to solicit feedback and 37% would like companies to provide new ways to interact with the brand via social media. These numbers could not be more clear: these consumers are practically begging for businesses to get involved in social media.

Is your company going above and beyond expectations by using social media? What are some networks, other than Twitter, that your company has used to improve customer service?

3 Market Research Tools on Facebook

Facebook is a great social network to utilize for market research, but just how exactly do get behind the facebook wall since all of this information isn’t publicized anywhere? I came across this post on About Results Marketing in which they list three market research tools available on the facebook platform. Here they are:

Facebook Lexicon
This service analyzes the amount of times a keyword has been mentioned on Facebook. It’s a great way to see if there is any buzz on a particular subject matter.

Facebook Pages
This is a great tool to get people to join a group around your business. The cool thing here is that once more than 10 people join the group, you’ll start getting ‘facebook insights’ which is demographic details about people on your site.

Taking Demographic Data from Facebook Ads
This involves setting up an ad campaign on facebook, and by doing this you will be able to see how many people there are in a specific demographic that are interested in a subject matter. The post gives an example that you can search for how many 18-24 year olds have SEO or SEM in their profiles.

Take advantage of Facebook for your company’s market research methodologies!

Using Online Collaging to Better Engage Research Respondents ‘ A Case Study

BuzzBack Research in conjunction with the Market Research Event will host a complimentary web seminar presented by Brendan Light, SVP of BuzzBack Market Research. This web seminar will take place on Thursday October 2nd from 2:00 to 3:00 PM EDT. Reserve your webinar seat by registering now. Mention priority code MWS0014BL. Here’s a brief recap of the webinar: While the Internet has become the predominant mode of data collection for market research, the industry focus to date has generally been on using it to do research ‘quicker and cheaper’ versus ‘better.’ Over the past 10+ years we’ve seen industry after industry use the Internet to reinvent the type and quality of interaction. It’s easier and better now to book travel arrangements, stay in touch with friends and pay bills online. Meanwhile, the market research industry has largely ignored the Internet’s power to engage and interact with respondents in more meaningful ways ‘ ways that drive greater understanding and insight.

Using a case study approach, BuzzBack will showcase its recent research on US and UK

What you will learn by attending: consumer attitudes to Sustainability and ‘Being Green,’ and how unique interactive techniques were used to combine traditional quantitative data with new types of qualitative insights to yield new levels of understanding. Examples given will show how improved digital approaches can infuse your research and help you think about online research in a totally different way. This approach was awarded the 2007 MRS/ASC Technology Effectiveness Award.

  • Understand new online research techniques to gain richer, more emotional understanding of respondents’ attitudes
  • See how to use the Internet can be used to change your research from the boring, click-a-radio-button survey to a respondent interaction that is much more interesting and engaging
  • Review examples of research findings from recent research on US and UK consumer attitudes towards what ‘being green’ means to them

Don’t miss your chance to view this free webinar. Click on the link below to register. https://www1.gotomeeting.com/register/346754906

Privacy Still Remains an Issue in Online Ad Targeting

Businesses are continuously facing the problem that comes along with online ad targeting and privacy. This article on eMarketer discusses how a recent Harris Poll indicates that 55% of 2,513 respondents are comfortable with websites that have privacy policies which allows targeted advertising content. Respondents aged 18-31 were more comfortable than others, 62% approved of such privacy policies.

Marketers still can not ignore the fact that more than 45% of respondents are not comfortable with policies that allow ad targeting. In the future, marketers looking to advertise in communities and networks will have to address privacy concerns, as it will not be going away anytime soon.

Two Customer Service Approaches Your Company Should Avoid

Whether you’re talking to a company’s representative on the phone or online, there are two quick ways to alienate a customer. Laura Bergells details these two approaches that your company’s reps should watch out for when they communicate with customers in her latest post on Internet Marketing in the Midwest. Laura gives an example of two companies that she has had a long customer relationship with which she will soon break off. One company apologizes constantly in person, on the phone, and in ‘canned letters’. The apologies seem scripted, and thus can frustrate customers even more when their problems are not being solved. The next example involves a company who apologizes for none of its faults, and makes the customer feel like an idiot. The representatives for Company B treated Laura with absolutely no respect, and made no effort to go out of there way to provide superior service. Not only was the rep rude, but they did hold Laura’s scheduled appointment. These are two examples of customer service approaches that your company should never follow. As Laura mentions, customer service is a huge part of marketing, and frustrated bloggers can spread word fast all over social media. Businesses should empower its representatives to use social skills and reasoning to solve problems and communicate effectively with customers, instead of following a script or being unapologetic.