Webinar Wednesday: Website Conversion and Social Media

Another day, another webinar! Today’s presentation was a double-header moderated by Steve Ziemba with Darren Guarnaccia and Adam Mertz. It was very useful to follow the corresponding hashtag on Twitter to see other users’ real-time comments. Here are some highlights on the two topics:

Website Conversion Tips
Habit #2: Find a balance between user experiences and your site goals
How to do this: Make sure your promises measure up to your calls to action. Your users will be happy to get what they want and you can effectively guide users to where you want them to go. Think about how each segment react and how their goals differ. Build credibility – this leads to higher conversion rates.

Habit #4: Learn to listen and listen to your segments and then optimize your message
How to do this: Once you learn to listen,you can  measure your performance by testing each segment. Can’t emphasize testing enough! It’s the key to understanding and improving your campaign!

Social Media Tips

Get ready for a dramatic change! Don’t fear the change and progression with the “social” movement. Marketing used to be a one way disengaged channel but now, you can instantly be where your customers are – social media sites. Social media marketing is quickly becoming a respected and useful tool.

Don’t underestimate the power of social. When peers connect, you can harness that community and increase your website’s success. Word-of-mouth doesn’t just raise awareness, you can see real results. For example, IHG saw a 24% increase in booked nights from an email campaign which encouraged user-generated photos. (Keep in mind the expenses they saved for this campaign!)

Just Attended: Social Media Club

Last night, we braved the rain and made it to join, “Social Media: Getting it Right in 2010”, with the Social Media Club of San Gabriel Valley. Moderated by Sally Falkow, the panelists included: Dana Chinn, James Macpherson. and Jessica Gottlieb. With good people and good fudge, what more could we ask for?

In about 2 hours, a wide array of topics were covered. It started out with what’s changed in the media. Nowadays, you small businesses can take advantage of bloggers to monitor your brand and listen to what customers want. No doubt, the theme of the night was to measure your efforts and adjust accordingly. Just because we’re talking about social media marketing, doesn’t mean that you should throw the basics of marketing out the window!

Useful Tips and Takeaways
– When it comes to social media, you don’t necessarily need to be everywhere. Utilize the right platforms that will work with your overall goals.
– Make use of location-based review sites: Foursquare and Yelp. Listen and be nice to your customers!
– Don’t forget to be engaging. Leave comments and interact with your fans and friends frequently.
– Communicate your passion. Chances are, there are many readers out there who share your enthusiasm for certain topics. Even if they don’t, your excitement is a great way to bring them in.

All in all, it was a fun and informative night. Looking forward to more of them in the future!

Social Media Things to Keep in Mind

Going Overboard

Twitter. Facebook. YouTube. Blogger. Tumblr. WordPress. Vimeo. MySpace. People can tend to go a little overboard when it comes to social media nowadays. It’s not a bad thing to be everywhere, but you may be spreading yourself thin. Instead, examine the right platforms for your campaign. Having a Twitter or WordPress is pretty useless you’re active. No one said it was easy, but it does take time and effort.

Overlooking Google Profiles

With all the profiles you currently have, who as the time to consider their Google Profile? It is always worthwhile to take advantage of free resources to make sure that your latest info is updated. While Google may have failed with Orkut, they have many social innovations that have grand potential. Google Wave is a favorite among web designers and other busy professionals, while Google’s What’s Popular is looking to rival Digg. There are new social media sites coming out all the time, but it’s especially worth it to keep your eye out on Google products.

Someone’s Always Watching

A little creepy? But yes, we should all be a little more careful with our personal information on all these social media sites. It’s common sense and yet, it can’t be reiterated enough! Facebook’s founder recently claimed that we’re no longer in the age of privacy. According to Zuckerburg, he would make all private info public, if he launched Facebook today. Although many oppose his remarks and Facebook’s recent privacy changes, the best we can do is guard our online identity. Another sketchy source came out saying that Facebook knows who you stalk. Not sure how you guys feel about all this, but I just like to be aware of what’s going on.

5 Link Building Tips

Link building is an effective way to bring traffic to your website. The more traffic and quality interactions you get, the better your Page Rank will be. Instead of quantity, it’s time to reevaluate the quality of your links. Here are some methods that you can utilize to benefit your business:

  1. Submit a press release. The purpose of a press release is to announce your new website or upcoming events. PR websites will distribute your release to different online news outlets, while allowing a greater control of what demographics to target.
  2. Embrace social media profiles. Facebook, Twitter, YouTube and more. There are so many social communities where you can insert a link to your website.
  3. Protect your online reputation. When you get requests for link exchanges, make sure you carefully research the site. You don’t have to accept every request – it’s okay to say no.
  4. Share useful content. People will always appreciate info on a relevant or interesting topic. Whether it’s just random blogging or a more serious subject, be an expert in your field.
  5. Stay relevant. Don’t forget to demonstrate your knowledge and submit to relevant websites and blogs. It’s easy to get distracted, so stay on track!

Video Marketing for a New Decade

Why Video?

Why read about it, when you can see it? 2009 has definitely been the year for video marketing. With more YouTube views than Google searches, what can you do to ensure that your video won’t be lost in the crowd? You can’t just throw together a video, throw it on a video-sharing site and expect business to roll in. Nowadays, you can attract viewers to your website by integrating videos for certain topics. Whether it is a welcome video, virtual tour, or helpful tutorial, videos are a riveting way to compliment your content and glorious web design.

Tips for Successfully Using Videos

Are you using video to its full potential? Even though we are coming up in the new decade, chances are that most of your competitors are not taking full advantage of using website video. Here are some helpful tips you should keep in mind for optimizing your videos:

  1. Embed and share – From viral videos, trailers, to informative video clips, you’ll benefit from being able to share your videos with an embeddable feature
  2. Using the right format – There are countless video formats out there (FLV, MP4, AVI, etc). Using the most popular ones will make it easier when editing and viewing.
  3. Accurate tracking tools – What’s the use of your video marketing efforts if you can’t see how they’re helping you? By measuring your performance and the impact of each new video, you’ll be able to better your assess your progress.
  4. Video seo – Did you know that videos are 53 times more likely to appear on the first page of search results than text pages? Utilize tags and keywords to make your videos more visible.
  5. Be consistent – If you plan on integrating a lot of videos across your website, make sure to present a reliable message. Don’t confuse your customers or make promises that you can’t keep.

Not only is it a brand new year, but we are embarking towards a new decade. Why not do something good for yourself and your company?

Who Uses Facebook’s Marketplace?

New and Improved

Earlier this year in March, Facebook re-launched its Marketplace that is now powered by Oodle. If you haven’t heard of it, the Marketplace is a classified ads section where users can list and respond to advertisements. The Marketplace gives users the ability to buy, sell, and trade all their goods with other Facebook users.

Marketplace Features

So, who really uses the Facebook Marketplace? You may have seen friends trying to sell their used chemistry books or their extra phone. But, did you know that there’s also a section for housing and free stuff? That’s what’s so great about this application. Originally created in 2007, the new Marketplace is revamped with a user friendly interface. While it is like Craigslist in its free listing of classified ads, but it also integrates an important social factor that Craigslist lacks. Wouldn’t you rather buy something from a friend or a friend of a friend than a complete stranger?

Seeing the Potential in the Marketplace

Marketers are warming up to the market place as they see ease and convenience of its features. With every listing, you can promote the sale of your goods and services by adding pictures, putting it in an appropriate category and even sending out personalized messages. Such custom settings make it easier for those looking to buy and sell real estate. Because Facebook thrives on the social thread, word of mouth will still be important. If your friends have had a successful transaction with a certain seller, they’re likely to spread the word. Before you brush it off, not everything on Facebook is a time-waster. In the past, Apple has even posted a listing looking for iPhone engineers on there!

5 Social Media Tips for 2010 Webinar with Sally Falkow

Just attended a great webinar moderated by Sally Falkow. Here’s an overview of some great tips she focused on:

1) Use news feeds to push and pull your content.
Make use of RSS (really simple syndication) to push info on your site. From blogs to content pages, search engines look favorably on your links when they show up in news feeds. On the plus side, news feeds can expose your content to new audiences and give your site more traffic.

2) Monitor what’s said about your company.
Whether it’s using Google Trends or a service like NetVibes, it’s important to stay updated on who’s saying what about your company.

3) Measure the effectiveness your social media efforts.
Using Google Analytics, you can track where your traffic is coming from. If your bounce rate is fairly high, you might need to update your content and make it more user-friendly. Make the most out of these tools to measure all your social media and marketing efforts.

4) Use a branded video player.
Video views on YouTube are exploding as users are rushing over to the site over Google for their search needs. By using a service like Veeple, you can track real-time analytics of viewers watching your videos.

5) Integrate a social media newsroom into your website.
It’s a great place for bloggers, journalists, and readers alike. With a newsroom, it’s convenient to organize all your press releases, videos, pictures, and testimonials. Having ‘connect this’ buttons (like Digg and Twitter), makes it easier for readers to share your content.

Stay tuned for the next webinar in January!

Twitter for Customer Service Success

Do What Now?

From shameless self-promotion to broadcasting tweets about everyday things, there is no doubt Twitter is a place to be social. But, what about turning to Twitter as a way to promote good customer service? This is exactly what some companies, like Best Buy, are doing as a way to extend their customer service efforts. It may sound silly or confusing but in the end, it makes sense. Twitter and other social media platforms are attracting your customers, so why would you ignore this segment? With a team of technology pros, Best Buy’s Twelpforce is readily available to assist consumers with any questions and give advice that can help them with pending decisions. Best Buy has even invested in numerous TV spots to help spread the word of their Twelpforce.

Strengthening Your Weak Areas

Some commend Best Buy for their breakthrough marketing and customer service efforts, as they will surely set an example for others to follow. But this idea did not arise from nowhere, as Best Buy has been lacking in the customer service department in the past. Just Google “Best Buy customer service” and you won’t be surprised to find these gems: “Best Buy, worst customer service”, “Best Buy Customer Service is a Joke!”, “Best Buy Embraces the Suck” and more. This is not what any company or individual wants to hear. By utilizing new social media potential to create powerful tactics, Best Buy has found an effective way to strengthen their weaknesses.

A New Trend for 2010

According to the Harvard Business blog, customer service via Twitter is a trend to look out for in 2010. It’s a mutually beneficial plan as businesses will benefit from a cost effective measure that will leave their customers happy when they get the help that they need. Additionally, Best Buy’s Twelpforce is a unique way to build their brand. Their Twitter account is decked out in the signature blue and yellow with a sea of smiling employees. If that isn’t an image that a successful corporation wants to convey, I don’t know what is! Although the Twelpforce is not yet a year old, I think that Best Buy is taking a step in the right direction when it comes to nurturing passionate employees and gaining loyal customers.

Tweet for Tat

Social Media” are the buzz words of 2009. What used to be the online playground of undergrads pulling all-nighters in their college dorms, has now turned into a marketing phenomenon for Fortune 500 companies and start-ups alike.

However, what a lot of professionals with decades of marketing experience tend to forget when dealing with social media platforms is that they are “SOCIAL” media platforms – arenas to engage other users and build relationships. Meaning, you can’t create an account on Twitter, sign in once a month, and expect to see results. Remember, it takes two to tango, and posting tweets for your business without bothering to read, follow and interact with other users is tantamount to lecturing your teenagers while they’re playing Guitar Hero World Tour on Wii. Futile.

According to a study conducted by MarketingSherpa research, nearly two-thirds of marketers do not monitor their social media accounts. Think of all the missed opportunities to join conversations, learn what potential clients (or competitors) are saying, and to just get the word out there that your company exists! Behave in social media communities the way you would normally behave in live, face-to-face interactions: be interesting, don’t talk only about yourself, ask questions, be a source of useful information, have a genuine interest.

Not only will your fellow Twitterers appreciate the valuable content you contribute and feedback you provide, but you’ll soon find that your company is well on its way to achieving its social media marketing goals.

Comparing Facebook Groups and Pages

The Facebook Fundamentals

Establishing your presence on Facebook is an important task whether you are promoting yourself or your business. Some may find that the process is not that straightforward. The first obstacle you will encounter is deciding whether to create a Group or a Page. For some businesses, choosing both is a possibility. So, before you put your time and effort in maintaining your new social media profiles, take some time to consider the pros and cons of each:

Facebook Groups

An easy way to think about Facebook Groups is that they are like any other group or club. A group administrator is in charge of providing members with information, news about events, and more. Other members can also be appointed to help facilitate information. Establishing a group is a great way to gain quick attention for a cause or event.

Pros
+ Good for hosting discussions
+ Communicate directly with members
+ Promote with ads
+ Create events and send reminders
+ Privacy controls (public, private, or closed)
Cons
– Not given any weight by search engines
– Unattractive URL
– No visitor information
– Limited to 5,000 members

Facebook Pages

In some ways, Facebook Pages are more informal than groups. There is no public administrator and users are called “fans”. With Pages, there are more options to track visitor information. Facebook pages are similar to normal Facebook profiles. But instead of a person, these pages are designated to represent a brand or celebrity. Some businesses opt for a Facebook Page to maintain a long-term relationship with fans.

Pros
+ Vanity URL
+ Good for hosting discussions
+ Communicate directly with members
+ Indexed by search engines
+ Ability to extend your SEO efforts
+ Can have over 5,000 fans
Cons
– Cannot send reminders for events
– No privacy controls, everything is public

Making Your Decision

Hopefully, some of these points have helped clear up any confusion. Experts generally agree that Facebook Groups are better for organizing users around a cause or upcoming event. Facebook Pages are useful for a company or celebrity to strengthen their online brand presence. Some argue that users feel more active as a Group member than an observing fan of a Facebook Page. Search marketers usually prefer using Pages because of their advantages in user statistics, while others may use a combination of both.