Archive for the 'internet marketing' Category

25
Sep
13

Social Media Marketing: What Brands Can Learn From “Mother Monster”

What could your brand do with 40 million followers on Twitter?  What about 45 million?  Celebrities such as Lady Gaga and Justin Bieber send out tweets daily to this amount of followers, while their fans continuously respond with compliments, love, and devotion.  So, what can brands learn from these enormous celebrities about how to create an engaging and interesting social media presence?lady-gaga-social-media-tactics

 1—Create A Culture

“Little Monsters” may be a little to eccentric for a company to call their customers, but the united culture is something to strive toward.  Lady Gaga has managed to turn her fans into a loving, supporting culture.  “Mother Monster,” as she’s called, has given her fans a home, and a sense of belonging.  Customers, consumers, and users are all terms that are too disconnected.  A brand should show their customers that they have a subculture that their buyers belong to; a family they didn’t even know existed until they started using your product and service.  Make your customers be proud to be your “little monster.”

 2—Believe In Your Message, But Don’t Take Yourself Too Seriously

Sarcasm is now a language within itself.  Sarcasm and humor demonstrate personality, which is crucial to a company’s social media presence.  You want to offer a human aspect to your accounts so fans and followers know they aren’t just engaging with a robot.  Lady Gaga is never afraid to poke fun at herself, her songs, her crazy sense of fashion, and the world around her.  Showing personality helps followers relate to your brand’s voice and feel like they know you.

LittleMonsters-Private-Beta 3—Encourage Collaboration

Shockingly, the people that know your customer base the best are your customers!  Lady Gaga took notice that her fans were just as artistically inclined as her, and opened up her own social network, LittleMonsters.com.  This site has provided a community for her monsters to share their art, while also creating relationships based on acceptance and their love for Gaga.  Opening up an opportunity for customers to use their creativity with your brand can help build loyalty towards your brand.

What are other celebrities that companies should learn lessons from?  Or what are other lessons that can be learned from the big names in music, movies, and TV?  Share with us in the comment section below, and also on our Facebook and Twitter!  Also, check out how we create brand cultures on social media at WeiseIdeas.com.

08
Aug
13

Social Media Marketing: American Eagle’s Skinny Skinny Jeans Touches Millennials

Thanks to Twitter and Facebook, brand engagement is at an all time high.  Some brands have dormant accounts, rarely posting anything, while others have been able to turn their brands into personal, interactive and dynamic engagement tools.  The latter has been able to increase revenues and sales, while also building a positive brand image.  These lively accounts also provide a unique opportunity for followers, giving them exclusive information on the company, sales promotions and contests, as well as first looks at new products on the horizon.skinny-skinny-jeans

American Eagle Outfitters, a clothing store for the millennial market, was able to leverage their social media followers into customers when they brilliantly pulled off a hip, funny April Fools practical joke.  On April 1st, American Eagle made the announcement that they were producing the next big thing in fashion; spray on skinny jeans.  The “skinny skinny” jeans came in a spray can, and were going to be the tightest jeans in the market, following the trend in the millennial fashion world of skinny pant-cuts.  American Eagle produced photos of models, male and female, sporting the new jeans, as well as videos of the jeans in action.  The lighthearted joke received significant press coverage, increasing their exposure, and was a great success to their established brand image of a hip, young company with a fun side.

old_spice_internetOther brands, like Old Spice, have also been able to turn their brands into exciting sources of brand engagement.  Old Spice used their famous “Smell Like A Man” campaign model, Isaiah Mustafa, for an interactive Q&A with Twitter followers.  Followers would tweet their questions, and within minutes would receive a YouTube video response from Isaiah Mustafa and the Old Spice team.  Old Spice’s interactive accounts have made them the leader in body wash and deodorant sales.

It is clear that when used for its purpose, social media networks of brands can produce increased revenue and brand perception.  Social media is able to bring brands closer to their consumers and reinforce a continued brand experience.

What do you think of American Eagle’s April Fool’s gag?  Was it a positive use of brand engagement like Old Spice’s?  Let us know in the comments section, as well as on Twitter at @weise_ideas and Facebook!

06
Feb
13

“2013 Health Care Advertising: Looking for Answers”

Here is a preview of my featured article,”2013 Health Care Advertising: Looking for Answers, seen in the February issue of The Review.

To read the entire article, click here.

With the future of health care evolving, consumer behavior and attitudes must be examined. Weise Communications Co-founder and President Tracy Weise offers her top five suggestions for health care advertising and consumer engagement for 2013.

1.            Create Medical Communities through Social Media

Hospitals and health care systems can optimize outreach to educate consumers by moving beyond corporate websites and creating a strong social media presence via social media sites, blogs, referrals and webinars.

2.             Increase Engagement with Mobile Media

As more consumers utilize their smart phones and tablets for Web browsing, medical apps will allow consumers to order medication, set appointments, learn about health initiatives and obtain the contact information of health care institutions.

3.            Take a Broad Approach to Community Wellness

Online and offline advertising communication messages featuring, “well care” not just “sick care” will motivate consumers to take control of their own health in order to decrease hospital readmissions.

4.            Be Keenly Aware of the Competition

In order to prevent patients from traveling far and wide seeking optimal doctors and ideal medical costs, health care advertising can lesson competition for the health care consumer by creating specific and consistent messages to target audiences.

5.            Show Sensitivity for Consumer Anxiety Through Proactive, Targeted Communications

Health care institutions can ease consumer fears of the changing health marketplace by emphasizing positive messages about health care changes, providing dedication to community health, and advocating for the most profitable health care institutional services.

 

20
Mar
12

And it Has Changed…Again.

Just when we all have gotten used to the “new” look of Facebook, the beast has evolved once again.

It seems that Facebook is trying to keep people on their toes with the endless face-lifts, and while most of us struggle to figure out how to simply maneuver to view photos, businesses are using the new Timeline to their full advantage.

How you ask? Here are a few perks of the new Timeline that will get your company ready for the switch:

  • Cover photo and profile image

Instead of just one small image to represent your brand, you can now also use another image as your cover photo. This photo spans the top of your page and is the background for your smaller profile image.

  • Large pinned posts

 Timeline will not allow you to create a default-landing page, however you can manage the posts that appear on your wall.  By moving a pinned post to the top of your wall, you can keep the most important and intriguing information and images in the forefront.

  • Ability to set company milestones

 The Milestone section of your Timeline can update your fans about big events in the life of your company.  People can visually see the history of your company and relate past experiences to themselves and other companies similar to you.

  • Facebook Offers

 Similar to the Facebook Deals seen on the old Facebook format, the Facebook Offers are sent out to your fans via the news feeds.  Not only is this more visible, but it is more personable when they click to claim the offer and it is sent directly to their email.

Whether you are a new company or a mature one, the new Timeline can help to increase awareness of your brand and expand your network.

Give it a go, and let us know how the re-facing of Facebook is working for you, or if you need help adjusting- give us a call!

27
Feb
12

Move over Facebook, there is a new social media channel in town

Pinterest has turned the act of “pinning” into a downright obsession among its 10 million users, providing never-ending pages of images that suck you in and leave you scrolling for more.  Needless to say, this site has taken procrastination to the next level.

Maybe it is the ease of pinning a variety of interests to your own boards that other people can “like” as well, or maybe it is just simply enticing because of the wealth of diverse images at your fingertips.  In any case, the female fan base has found reason to take up pinning as their new hobby.

Not only is Pinterest surpassing Facebook, Tumblr and the like in driving traffic to top websites such as marthastewartweddings.com, cookinglight.com, and self.com but according to The Week, it is doing so at an exponential rate unseen in other social media channels.

Once an image is repined, it is exposed to an entire new circle of people.  A cycle of advertising exposure that is essentially never-ending.

It makes sense, then, that businesses should jump on board this speed train.   And that, my friends, is exactly what is happening.  Because when it comes down to it, this is target marketing at its finest.

Businesses considering Pinterest can:

  1. Create their own pin boards that represent their company and their values. Think past and future designs, products, interesting product uses, ect.
  2. Smaller companies can even go as far as pinning interests that its employees have, making their company more personally relatable.
  3.  Add pin buttons (similar to the Facebook “like” button) to their website so people surfing their site can follow their boards on Pinterest.
  4. Feature new and upcoming products on these boards so the company can get a feel for the popularity based on the number of repins.  In short, it is test marketing without the legwork.

Obviously Pinterest is a great social media channel for any company who is advertising products that can be represented visually (food, magazines, fashion, automobiles, home improvement, art, etc.).   But it doesn’t have to stop there.  For instance, travel agencies can use visually enticing beaches or monuments to capture attention and fitness centers can use images of fit models to make people stop, think and click for more.

When it comes down to it, the basic psychology is this: people want to share their interests, but more importantly they want what everyone else has.  The higher the repin number, the more appealing that product becomes and the more attention it gets.

What do you think about Pinterest and how is your company including it in your social media efforts?  Have you pinned today?

09
Sep
10

Google Instant: More than Interactive Search

On Sept. 8, Google announced the improved search feature, Google Instant.  Users on Google Chrome, Firefox, Safari or Internet Explorer 8 will begin to see results displayed as soon as they type in queries.

At first glance, this simply seems like a time-saver, Google estimates 2 – 5 seconds saved per search. Really only enough time to sip your coffee. However, there is real value to the consumer, and marketers will need to step up vigilance on search term optimization especially for pay per click (PPC) campaigns.

For the consumer, Google Instant is better than the Google suggestions at the bottom of the first page of results. By seeing results as you type, you are better able to refine your search on the fly.  Google Instant makes interactive suggestions based on where others have been before.

For example, I typed in ‘ex’ and as you can see Google Instant delivers Expedia as my first option.

BEWARE! Marketers need to be concerned with the rest of the Google changes.  In preparation for the launch of Google Instant, Google quietly updated their keyword tool. This generated numerous reports of huge drops in search traffic numbers.

According to Gary Adam Shannon of searchenginewatch.com, the (exact) phrase [golf clubs] used to report an estimate of 165,000 monthly searches two weeks ago:

As of right now, the (exact) phrase [golf clubs] reports 33,100 monthly searches.

If you are currently running a PPC campaign, you must re-evaluate your search terms based on the changes Google has implemented.  This will impact website planning, SEO efforts and embedding keywords in websites.

Additionally, a faster, more streamlined search means less opportunity for long tail searches. This will drive up the PPC cost for popular search terms. Online marketers are going to have to go back to the basics as it relates to managing the search engine.

Let us know what you think of Google Instant and if you have seen a drop in your search traffic.  Follow Weise Communications on Twitter for more updates.

22
Jun
10

Searching for answers: Quora and the boom in the web search industry

The web search business is booming for engineers hoping to fill the gaps they see left open by Google. One of the new hopefuls who publically launched Monday is Quora.

Developed by two engineers who previously worked for Facebook, the site is a “continually improving collection of questions and answers created, edited and organized by everyone who uses it.” Sounds a little like Wikipedia, but rather the site is a search engine for knowledge that people posses that might not be on the web. Things like how to get a reservation at an exclusive club or the inner workings of a specific company would be searchable Quora items. Users must enter their real names and connect the Quora account with a Facebook or Twitter profile. This link helps Quora route questions posed by other users to those who can potentially answer the questions.

To give you a little more insight, here’s the results from searching: How much of a threat is Google Buzz to Facebook and Twitter? on several search sites.

Quora:

Yahoo! Answers:


Google:

and finally, Bing:

As you can see, Yahoo, Bing and Google come up with similar articles written about the topic, where as Quora brings up a long answer direct to the question from a supposed expert on the topic. Quora, which employs a staff of nine, joins the likes of Yahoo and LinkedIn in trying to build a search-like question and answering service that relies on real people, not machines to do the answering. The key with Quora will be in the user being able to identify the validity of the expert’s knowledge on the question as well as someone answering the question posed.

These efforts of industry leaders and start-ups illustrate the continual evolving web search industry, which must constantly adapt to new information and technology. However, the legitimacy and longevity of these startups seems tenuous. Even the more established Yahoo! Answers has received questionable reviews. When asked about the company’s business model, Quora co-founder (and previous chief technology officer at Facebook) said, “if I had to guess, it would probably involve some kind of advertising,” in a Wall Street Journal article.

Nevertheless, others are taking notice. Facebook, Google and others are testing technology for question and answer-based search services and Google, Yahoo and Microsoft are trying to capture more content uploaded directly by individuals including results from Twitter and Facebook.

Definitely something to keep our eyes on because as the search industry changes, so does the effort to appear in the results. If Quora becomes successful, the way marketers create SEO strategy would need a total overhaul, or at least a facelift.

What are you thoughts on this new industry? Does Quora stand a chance?

21
Jun
10

Healthcare: Social Media Marketing in Practice

Contributed by Vern Singleton, CEO, Eating Disorder Center of Denver

Vern Singleton, CEO, Eating Disorder Center of Denver

Eating Disorder Center of Denver is one of the nation’s foremost centers for the diagnosis and treatment of the full range of eating disorders, including anorexia, bulimia, binge eating and diabulimia. Based on an individual’s particular clinical needs, EDC-D offers a variety of treatment options, including a partial hospitalization program, intensive outpatient programs, nutritional counseling, outpatient therapy and an evening treatment program.

Full disclosure to our readers: While we typically do not write about our own work, we feel it’s only fair for you to know EDCD is a client of Weise Communications.

How have your marketing initiatives changed in the last 18 months?
We have overhauled our marketing efforts, and online marketing is currently a big part of our media mix. This is quite a change for EDC-D compared to previous years.

How have your public relations initiatives changed in the last 18 months?
Our proactive public relations initiatives have stayed consistent in the traditional outreach we do. But in the last 18 months, we have added a complete social media plan to compliment and enhance our traditional public relations. We are also highly focused on using PR to drive people to our website. It has been a successful endeavor with site visits increasing month over month.

What is your current opinion of social media and its ability to drive business opportunities?
Social media and Internet marketing in general is a measurable way to drive new business – you can see such a return on investment here. Social media can directly drive business opportunities and can increase general exposure when the right tracking methods are in place. Plus, the campaign can be easily tweaked when needed.

What social media outlets is your company actively using? Why?
Facebook, Twitter.

The main goal of social media is to engage others, share information and learn from your network. With people talking about EDC-D, our staff, their experiences at the center, and/or the eating disorder industry, we wanted to “get in the room” – the social media site — and be part of the conversation.

Our Facebook page enables EDC-D to connect with target audiences and build relationships. It also provides one more way for search engines to find EDC-D – social networks rank high on Google searches. Facebook allows us to interact with those who are involved with us on a more personal basis. We also use a Facebook group to help build relationships and support for our network.

Our Twitter campaign increases exposure to our brand and helps us push out important information to those who may be interested in EDC-D. We have used a Twitter account to provide updates and news and direct readers to the website for more information. We also use Twitter to ask questions of our peers and receive the relevant information and/or feedback on where we can go to get that information. Overall Twitter is another helpful branding tool for EDC-D. The Twitter account has also supported our media relations outreach.

What are your corporate goals with social media?
Our corporate goals are to drive business, to increase patient referrals and increase census. We also hope to increase our reach in the eating disorder community in general. By using social media we can hope to make a difference for those who are suffering but not quite ready to seek treatment.

Do you believe social media outlets are here to stay? Why or Why not?
With the mass-penetration into our culture, I think social media is smart for business and a part of our culture that is here to stay.

21
May
10

Top Six Secrets to Search Engine Optimization (SEO) Revealed

I participated in a webinar conducted by HubSpot, the Cambridge-based Internet marketing company, focused on tips and tricks to organically optimize a company search engine rankings.

The biggest takeaway was the creating of a ranking algorithm as a combination of context, authority and social graph.  HubSpot identified six SEO tips for companies.
1.    Optimize Your Content – The content you create must be a combination of what ‘searchers’ are looking to find and the keywords that search engines require.
2.    Attract Links to Your Content – Links are on-line recommendations from trusted websites. The most often shared items are new data and insightful blog posts. On the other hand, discount offers and product information are the least shared items.
3.    Publish Relevant Content Frequently – Internal HubSpot research showed that 61 percent of blogs are updated once a week or less.  Also, if you commit to a daily blog, you’ll be in the Top 10 percent of businesses.
4.    Be Active in Social Media – With the explosion of Twitter, Facebook, LinkedIn, del.icio.us and Digg, interesting content is shared by trusted sources. Sharing content you find interesting will also help others consider sharing your content.
5.    Build Large Social Media Networks – Lisa Barone of SocialNetDaily gives 8 Ways To Find Relevant Followers On Twitter – see how easy it is to share relevant content.
6.    Use Call to Action on Landing Pages to Convert Leads – Once you have increased traffic to your website, you need to capitalize on the increased interest in what your company is saying. In the same HubSpot research, 41 percent of businesses acquired a customer through Twitter and LinkedIn, 46 percent through their company blog.
Tell us if you have any success implementing these tips, if your search engine ranking increases and if you are able to convert a lead generated by your social media efforts.
Follow Weise on Twitter and check out Weise Communications on Facebook and “Like” it for future updates.

07
May
10

5 Keys to Successful Fusion Marketing

During challenging economic times, businesses are always looking for low-cost ways to market products and services.  Today’s idea is not only inexpensive; it is also a reliable and effective method of marketing products and services.

In its most simplistic form, fusion marketing is partnering with other businesses for the purpose of marketing for one each other’s business.  Here is an example, my neighborhood dry cleaners is located next to a sub sandwich restaurant.  When I dropped off some dry cleaning, I found a 20 percent coupon for the sandwich shop.  I thought I would grab some lunch and when I was paying for my discounted sandwich, I found a 20% percent coupon for the dry cleaners.

These two businesses were sending customers to each other. They had formed a strategic alliance and in marketing lingo, this is called fusion marketing.

The most critical component to successful fusion marketing is to identify the businesses with which to create strategic alliances; identifying these “Power Partners” is the foundation for success. A Power Partner is a business that has a similar target market as your business but doesn’t really compete with the products and services your business offers. Imagination is the only limiting factor when identifying Power Partners.

A powerful fusion marketing combination could be a wedding planner, a florist, a photographer, a baker, a mobile DJ and a bridal shop. How powerful would it be to have a ‘preferred partner’ link on each business website? How about having marketing materials at each business location, so when a prospective bride asks the florist, “Do you know a good photographer?”, the florist has a handy recommendation.

Here are the five keys to setting up a successful fusion marketing alliance:

Key 1: Identify your Power Partners.

Key 2: Determine the offer for each Power Partner.  The offers don’t necessarily have to be the same as in the coupon example above.

Key 3: Communicate with each other. Set up a regular meeting time to ensure that everyone agrees how to market each other’s businesses and refer customers.

Key 4: Share prospects and lead generation lists.  It may be possible to combine offers in the next customer sales pitch.

Key 5: Responsiveness and follow-up. Respond to customer inquiries and leads from Power Partners. Share lead conversions with Power Partners for future follow-up.

Tell us if you have any fusion marketing success, we are really interested in the combination of Power Partners and your best customer conversion story.

Follow us on Twitter: http://twitter.com/Weise_Ideas




Share The Side Note

Facebook Twitter More...

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Join 1,099 other followers

Weise Twitter

Archives