Tag Archives: online marketing

10 Stats: Why is Grandma Using Facebook and Uncle Joe Using Twitter?

10 Stats: Why is Grandma Using Facebook and Uncle Joe Using Twitter?

10 Stats: Why is Grandma Using Facebook and Uncle Joe Using Twitter?

10 Social Media Statistics That May Surprise You:

The social media landscape is changing at a rapid rate.  The reason?  More people are joining the “social media game” everyday….some who you wouldn’t even expect!

Recently I was looking at some very interesting statistics reported by Yougov.com which illustrated some very interesting trends.  I thought I would share them with you as they may just change the way you think about sites such as Facebook, LinkedIn, Twitter and YouTube.

Here are the top 10 social media statistics that just might surprise you:

1.  3 out of 5 Facebook users access the site more than once per day AND the younger the user, the more they log on.

2.  Men are more likely to use Twitter or YouTube.

3.  Woman go on Facebook multiple times per day.

4.  Some of the most staggering growth has been in the 55 plus market.  Over 40% of 55+ social networkers have been registered on the sites for less than two years!

5.  Even more interesting? 28% of Facebook users are over 55.

6.  Men and youngsters are more likely to be influenced by what they read on social media and are more likely to engage by commenting and interacting.

7.  Of the market of 18-24 year olds, 62% interact through comments and such.

8.  Of the market of 55+ users, only 32% interact through comments and such.

9.  On social media sites, men tend to be drawn to topics such as sports, newspapers, radio, financial services and music.

10.  When it comes to the interest of women on social media, they flock to fashion, beauty, food and drink.

Here’s a more detailed breakdown of the differences in how men and women engage on social media:

Music: Women 12.3% – Men: 17.6%

Sports: Women 5.4% – Men 15.5%

TV: Women 10.5% – Men 12.6%

Newspapers: Woman 4.3% – Men 8.8%

Food/Drink: Woman 7.0 – Men 8.3%

Travel: Women 6.9% – Men 8.3%

Fashion: Woman 2.9% – Men 7.8%

These statics show that as our social media community grows, we can see definite trends in usage that illustrate there are many opportunities to promote your business online.  The days of Facebook being only used by college students is well and truly behind us and we are now in the days when grandma is using Facebook and grandpa is on Twitter.

Linkedin recruiting

5 LinkedIn Must Haves

5 LinkedIn "Must Haves"With everyone going on about the wonders of Facebook and Twitter, our poor friend LinkedIn sometimes gets left out in the cold.  While not one of the most visible sites, it is definitely one of the most powerful.  With millions of people from all over the globe taking part in the conversation on LinkedIn, it is definitely a place online where your audience thrives.

What I usually hear when I speak to prospective clients about LinkedIn is that “I’m not B2B, I’m B2C.  LinkedIn will never work for me.”  Aside from that statement oddly rhyming, that statement can’t be more false.  Whether you are B2B or B2C, you can carve out your own audience on LinkedIn.  I’ve said this quite a bit, and lately people have been asking me to put my money where my mouth is asking “Can you prove that there is ROI in LinkedIn?”  My answer, “Absolutely!”

About 60% of my business comes from LinkedIn.  True.

While my firm may be unique, we handle accounts for a wide array of clientele that get results on LinkedIn.  Not only sales and referrals, but speaking engagements, sharing of content to a wide audience, hits to their website, media appointments and much more.  I’m not saying that 60% of your business WILL come from LinkedIn, but it is definitely a spot where you need to be.

But my purpose here isn’t to sell you on the wonders of LinkedIn.  It is targeted to those of you out there who are registered with LinkedIn (for a week, a year, 10 years, whatever) and don’t have your completed and are just waiting for the magic to happen.  Generally those like this complain that they don’t see any results from LinkedIn.  Here’s why: you’re not doing anything.

So let’s get moving and create some stellar results!  Here are my 5 LinkedIn “Must Haves” when you are trying to market yourself using this massively useful site:

1.  You MUST Fill Out Your Profile:  A name and title is not enough.  LinkedIn gives you ample opportunity to showcase yourself and your brand.  Instead of leaving half of the profile blank (the percentage of which LinkedIn will show you on the right hand side of your profile), why not take an hour or two and really fill it in properly.  Want people to call you?  Add a phone number.  Want people to look at your website?  Mention it with hyperlink at the drop of a hat.  Don’t skimp here…this is where people are going to find you credible or not credible.  Oh, and one final thing.  Have a professional profile picture, nothing wild and off brand.  No picture = no credibility in my book.

2.  You MUST Join Groups:  Not only must you join groups, you must also take part in them.  I know it seems like a tall order, but this is one of the areas where the magic happens on LinkedIn.  Now don’t get stuck on the fact that you have to find groups only within your sector, you want to find those in addition to groups where your target consumers may be.  For example, if you are a cosmetic surgeon in NYC you may want to join 25 groups on cosmetic surgery and 25 groups based around the NYC area.  The idea is simple.  The professional ones will help you gain news and knowledge in your sector while the others will help you share your business and expertise with target consumers.  I say join as many as LinkedIn allows (50) and start working them!

3.  You MUST Ask Question and Answer Questions: There is a wonderful function of LinkedIn that allows you to answer and pose questions to your network as well as LinkedIn at large.  This is a great way to get in front of prospective supporters, consumers and referral partners – so don’t be afraid to jump in there and share your expertise by answering a few questions now and again.

4.  You MUST Reply:  Nothing drives a social media user up-the-wall more than sending messages that never are replied to.  I’m not saying the mass messages that start with those wonderful words “Dear Friends”, but rather those emails sent to your on LinkedIn.  Not interested in what they have to say?  Give them a polite “No thank you, but I appreciate your kind offer”, don’t say “Leave me alone” or ignore them completely.  This is networking.  Would you act like that in a cocktail party?  Nope.

5.  You MUST Bring Your Profile Alive With Testimonials and Applications:  Even the most engaging profile can use a helping hand now and again.  First off, anyone that you have ever worked with or has known you professionally – ask for a recommendation, a mutual recommendation.  This is an eye-catching way of proving credibility and the quality of your work.  Never ask for testimonials from people you don’t know, never worked with, and just friended.  That’s tacky.  On the application side of things, go onto your profile and scroll until you see the Applications section and click “More Applications.”  This will take you to a section that allows you to not only integrate your Twitter account and your WordPress blogs, but also share pdf files and PowerPoint presentations.  These are wonderful ways of bringing your profile to life.

I’m sure I could go on with the wonders of LinkedIn, but these are definitely the ones I am most passionate about.  These steps will help you get the most out of LinkedIn in addition to helping you learn more about shaping your LinkedIn marketing strategy.  Its not easy at first and can be time consuming, but keep with it.  Rome wasn’t built in a day and neither is your social media following.  It is an ongoing effort that will bring you what your after, if you are patient.

Online marketing : Power of @

The Power of @

Online marketing : Power of @

All hail the “Grand Pubah” of typographic symbols: the “@”!  This thought came to mind the other evening when it occurred to me that this symbol has leapt out of obscurity to common use in the last decade. It has come from the humble origins of the commercial and accounting invoice and risen to be the internet equivalent of “Super Glue”. If you’re reading this, you use the “at” symbol every day to connect. It is the digital equivalent of the Dickensian doorknocker – it even resembles that antiquated device slightly.

It’s become so common it’s sometimes substituted for the very word “at”. From email to Twitter to forums and blogs the “@” symbol is more important than even the almighty period; end of sentence. Considering the abuse grammar takes at my hands and others, I wonder how our English teachers can stand it.

Almost like Elvis, all it took was for one guy to pluck it from obscurity in 1971 and a star was born. Raymond Tomlinson came up with the idea of using it as a way to send email to a specific user on a given machine, thus launching it towards ubiquity. There’s a great article about him here.

We use this symbol today not to price fruit, but to address a person. It is part of our greeting, our handshake it allows us to connect incredible potential. Even when we reach out using technology to thousands or millions of subscribers or followers, this symbol connects us to just one individual. “Role accounts” aside, the “at” symbol should demand our respect because it opens a dialog.

Symbols are powerful and many invoke in us almost primal reactions. I think at this point we are too early on in our use of the “@” symbol to instinctively accord it the respect it deserves. We’ll have to learn to love it more because I see a bright future for it. The “@” symbol may prove more relevant to future generations than the peace symbol has for others.  After all, it doesn’t just convey one meaning, but heralds the beginning of an exchange of ideas.

Symbols do a lot of very important things in our society, but no other does what this one does. Don’t get me wrong, I have a lot of respect for symbols which tell me when to stop or go or when everything is OK. Our modern lives would be impossible without them. Yet as ubiquitous as all these other symbols are, only the “@” symbol signifies such astonishing potential. The staggering potential to connect us to countless others around the globe and allow interaction with them is a lot of potency for one symbol to convey. We should remember that potential when we use it and conduct ourselves accordingly.

Gianfranco Cuzziol: The new reality of eCRM

The New Reality of eCRM

Gianfranco Cuzziol: The new reality of eCRM

A degree in Astrophysics wouldn’t normally lead one to a career in digital marketing, but that unlikely path is the one which Gianfranco Cuzziol has walked.

Gianfranco is fascinated with the cross-channel journey of the consumer and works with clients to help them leverage points of impact along that journey.

He recently joined the EHS 4 D Group as Head of eCRM, where he looks after the development of their eCRM vision, strategy and delivery. He’s worked with a number of leaders including, Publicis Dialog and Golley Slater Direct – his experience includes working with major brands such as Hewlett Packard, Zurich Global Coporate and PC World Business.

Gianfranco will be in Brussels on March 23rd as one of the keynote presenters at the Fusion Marketing Experience. You can follow him on Twitter here.  An interview.

Do loyalty programs actually work and do you have any tips on how marketers can make them more effective?

I think they would work better or rather be measured differently if they weren’t called Loyalty Programs. Most ‘’Loyalty’’ Programs are nothing more than cross sell up sell schemes based around often very clever data insights.

In my opinion there are 2 elements to loyalty – behavioural and attitudinal. Loyalty programs really focus on the former and although they may have an impact of the latter there is more to changing my overall attitudinal loyalty than suggesting I buy a bag of Doritos Chips to go with my regular 6 pack of beer.

But yes they do work. The Tesco Clubcard is a prime example of how to use data at the heart of a successful program.

And the use of data is the clever bit that marketers need to focus on to make these behaviour loyalty programs work.

And of course, part of the insight gained from the data is also an understanding of where and how the customer wants to hear from you. In today’s world of the connected customer, brands need to engage on the customer’s terms, whether that is via email, social or face-to-face.

In a recent post, Gretchen Scheiman stated: “The same is true for marketing emails. We may aspire to “conversation,” lead “nurturing” or any number of euphemisms that imply an engaging back-and-forth communication between brand and customer, but the reality is, we can’t handle a discussion.”

If we can’t handle a conversation, then isn’t the whole idea of relationships with customers a myth as well?

Ok, I think we all get carried away with what this conversation is. A large part of conversation in the real world is body language. In the digital world body language also plays a part in conversation. That body language is how we as consumers engage with an email, when what and how often we click, how we share its contents, how we browse the retailer’s website after the click.

All of this forms part of the conversation. Conversations do not need to be a discussion in terms of a debate, but more of ‘an exchange of views on some topic’ where the exchange of views is demonstrated by a click or by browsing behaviour. At its basic level, this can form part of a conversation between a brand and the customer.

How do you define “relationship” in the context of marketing?

In my view, for ‘relationship’ read ‘connection’.  In fact one definition of relationship is ‘a state of connectedness between people’. Of course in every day life we want to imply some emotional connectedness in that relationship. Well that to me is where the stretch often goes too far.

Being Connected could very well be at a transactional level where I tell what the latest deals are on my website, you show an interest and buy.

Of course that Connectedness can grow and become much more. You might decide to give me feedback on my products or services, and even be an advocate whether by traditional word-of-mouth or via some social channel.

What channels do you think are the most effective for CRM? Phone? Email? Social?

They all have a part to play depending on many factors. Whether that is B2C or B2B and at what point in the ‘relationship’ we are.

I remember being asked at the end of my presentation at Webtrends Engage in London, on how a financial services Institution might tackle comments via Twitter. My rule of thumb was:

  • Publicly acknowledge that comment on Twitter – this not only shows your commitment to the channel but also heads off those members of the public who use social to vent their frustration partly because they think that no one is listening. So it’s also great as a PR tool.
  • If the customer wants to take it further, then email takes the conversation out of the public arena and shows a certain level of sensitivity that possibly isn’t what Twitter is for.
  • Next comes a phone call and even possibly face to face depending on the situation, and the real human touch comes through.

So they are all effective in their own ways and for different reasons.

How much of CRM should be automated based on behaviour, transactions etc.?

Well I guess because we are often dealing with millions of possible permutations based on customer actions, commercial priorities and the context within which CRM operates, it makes sense that a lot of it is automated.

But I think that sometimes the human touch can play a part in creating those Moments of Wow, when something unexpected really takes the customer by surprise and makes them a fan for life.

Unfortunately the economics of it all often don’t allow us to do that. We just need to remember that we need to treat all customers as equals….even if some are more equal than others.

For more provocative thoughts on marketing in the new digital age, join Gianfranco Cuzziol and a host of digital marketing “thought leaders and disruptors” at The Fusion Marketing Experience in Brussels on March 23rd!

Dave Chaffey @ Fusion Marketing Experience

Dave Chaffey: The Online Value Proposition

Dave Chaffey @ Fusion Marketing Experience

We’ve got a stellar line up of online marketing thought leaders as keynote speakers this year for the Fusion Marketing Experience in Brussels, March 23, 2011. Dr. Dave Chaffey is sure to be one of our big hitters!

Dr. Dave Chaffey is the CEO and co-founder of Smart Insights. He’s been amassing experience and expertise in internet marketing and business technology since 1994 and has made a career out of sharing this knowledge and experience with students and professionals. He’s a much sought after consultant, passionate educator and published author.

Dr. Chaffey is just the kind of chef we want cooking up new ideas about online marketing at the Fusion Marketing Experience. When we started putting this conference together, we went looking for leaders in the field who are “thought disruptors” and have a passion for bringing new ways and new ideas to share with others.

It’s that passion they have for sharing ideas and the desire to help others take those ideas to the next level which set the keynote speakers at Fusion Marketing Experience apart from other events.

One thing Dave talks about is the OVP or Online Value Proposition and how important it is to your online marketing.

Here’s an excerpt from one of his posts on the subject:

“Ever been to a web site and wondered ‘Why am I here?’, ‘How does this help me?‘ or ‘Does this site give me what I need?’. And then left shortly afterwards?

A succinct online value proposition is a crucial way to hook new visitors into your site and brand in those crucial seconds (not minutes!) that a visitor is deciding to click-on or leave your site. It also encourages continued usage and advocacy about your site, so it’s vital to an effective web strategy.

An online value proposition is closely tied to your brand positioning which answers questions like: who we are, what we offer, which markets do we serve, what makes us different? But the OVP extends this the difference is that it identifies the reasons why customers will click on, return, register or buy from your site and ideally feel motivated enough to share their experience – the last point being key in an age where the customer increasingly defines the brand.

It should state the intrinsic benefits a visitor will get from the site, content, web service or functionality – and how that ties to your overall product or service. It cannot simply be your brand promise or a more general customer value proposition stuck online, since that misses the point that someone is on your site now and asking themselves questions such as ‘what’s in this for me?’

Read the full post here.

Join Dr. Dave Chaffey and other amazing online marketing chefs at the Fusion Marketing Experience in Brussels on March 23rd!


FME-OliverBlanchard

Oliver Blanchard: Think Beyond Marketing

Oliver Blanchard has led a pretty interesting life. He served in the French Fusiliers before moving to the US and working with a variety of B2B and B2C Fortune 500 companies and SMBs.

He’s currently runs BrandBuilder Marketing and functions as senior strategist. He helps companies develop, build, integrate, manage and measure social media programs.

He also helps corporations with reputation management both online and off.

Oliver will be one of the keynote speakers at The Fusion Marketing Experience on March 23rd in Brussels. He’s got a lot of interesting and provocative things to say, even his blog’s bio page get’s rave comments and that’s gotta say something special about him.

Here’s an excerpt from one of Oliver’s many insightful posts:

“If you are using social media channels for “marketing” and mostly for campaigns, no wonder you aren’t getting any concrete results: You are doing the same old stuff that already was working marginally well five years ago, only it has been repackaged to sound hip with the times and include a few more channels. That’s it. The only problem is this: You aren’t doing “social.” You are still basically just creating content, pushing it out to potential customers, and hoping they will bite.

And that is why you are getting nowhere in social media, no matter how many people click “follow” or “like” on your stuff.

Fact: Calling “marketing” by another name or adding “social media” to it won’t change what it is: Marketing. Just because your ad agency’s digital department has rebranded itself a “social media” department doesn’t mean anything has changed or improved. Same products and services, different skin. That’s it. Don’t limit yourself to that. If you want to make social media work for your organization, think beyond marketing. Think beyond campaigns. See the whole field.

By the way, if you are gauging success by measuring retweets, followers, shares and “likes,” I guess you also gauge success by measuring website hits, right? Same deal. Same ridiculous, empty, diversionary metrics that mean absolutely nothing. People clicking on buttons on the internet is about as valuable to your business as counting how many cars drive by your office every day.”

Read the full post:
Social Media For Business: Taking Your Program Beyond Marketing Campaigns

I know everyone says this when promoting an event, but The Fusion Marketing Experience is not the same old show. We’re going to get in the kitchen with marketing thought leaders who know how to cook and know how to make you think. We’re going to shake some spice and bang some pots & pans to make some noise! And it’s all going to be served up really hot!

No velvet rope or podium! You’ll be in the kitchen interacting too — bring your chef hat.

What Makes Good Online Marketing Content?

What Makes Good Online Marketing Content?

 

What Makes Good Online Marketing Content?

I once worked with a broadcaster who hosted the morning drive show in Ottawa, Canada. We were having lunch one day and I asked him how he prepared for his show. He explained his secret show prep method to me and as I listened, my jaw slowly started to descend.

About twice a week he would board a random city bus in rush hour and ride along for an hour or two, listening to what people were talking about. Again randomly, he would choose a stop to get off at near some local breakfast diner and go in for a coffee. Once again, his objective was to be the “fly on the wall” and eavesdrop on what the talk of the day was.

According to him, about one trip a week provided more than enough show prep. Doing this allowed my colleague to discern what issues were relevant and resonating with people in his market. By being aware of what people were talking about, he was able to add his own voice to the discussion and feed the conversation further.

I was reminded of this when I read Mark Brownlow’s recent column at Email Marketing Reports. Mark skillfully tackles the why, what and how of quality content in email. Mark observes that all the technology tools we now have to reach out are wonderful, but are marketers giving people something worth talking about? It seems to me that if we were actually listening to what people want, we wouldn’t need to be reminded of the importance of relevancy so often.

What is quality content?

Here is how Mark defines it: “Consider quality content simply as any element in the message that provides standout value to the recipient (aside from the inherent ‘value’ of any offer).”

As Mark points out, good content is useful and/or entertaining and/or has emotional impact. I agree with him, but I think you could say that emotional impact is really the common factor here.

  • If your content is useful it provokes a positive emotional response.
  • If your content is entertaining it provokes a positive emotional response.

Mark states that the issue of emotional response is often overlooked and I agree. Perhaps it is overlooked because it is that underlying common denominator and not a separate factor. The question I’m asking here is: Can content in email or online marketing provoke any action without some kind of emotional response?

Add some positive emotion to my day. Make me laugh! Tell me a good story! Give me some information that excites me about what I can do with your product or service! Don’t just tell me what a product does. Tell me about what others are doing with it and make me so excited about trying that myself that I can’t wait to give it a go.