• Building brand awareness
• Increasing consumer engagement with your brand
• Generating leads
• Qualifying fans and converting them to customers
• Improving customer service
• Establishing your company as a thought leader

• “Listen” to what your fans are talking about on your page – do they have praise or complaints?Identify what interests them and customize your messages accordingly.
• Post compelling content like pictures and videos that keep them coming back for more.
• Share exclusive content that they can’t get anywhere else.
• Utilize Facebook applications like surveys, quizzes and games that foster an interactive experience.
• Use Facebook’s analytics tool to determine what tactics are working, and which one’s aren’t.
• Promote your Fan Page everywhere: print, online and TV advertisements, email signatures, business cards and targeted Facebook ads 

• Automate your content – Facebook is about conversation!
• Sound impersonal - use a casual and informal tone.
• Sound like a press release.
• Spam your fans – maintain a balance of promotional and conversational posts.
• Neglect your Fan Page – make sure you are monitoring it on a daily basis to respond to fans and post new content

Almost every week I continue to be shocked at some aspect of how Facebook is treating the privacy of their users. While I think Facebook has done some amazing things to redefine the landscape of connection and community in the digital age, the way they auto-opt-in users to new policies and settings that unwittingly further expose them in a manner that is beyond confusing for almost everyone is driving me crazy.

It seems to be a total disregard for privacy that leverages "confuser interface design" tactics and misleading redesign functionality alterations to extend their dominance at the unknowing expense of most of their users. They actively seek to get you to enter as much personally defining data as possible. They make it incredibly complicated to manage your assorted privacy settings, then they go and make significant changes that auto-opt in users to new options like making all of your posts available to search engines or to share your personal data with applications and sites using FaceBook tools. All of this while presenting typical users with a perception of communicating and sharing with their "Friends." Maybe FaceBook is just working towards a Nobel Peace Prize by wanting everybody on the planet and every corporation to be Friends? Ummmm.... no.

Conversely, while not exempt from scrutiny, Twitter takes a much different approach. They begin by having an established perception that what you post is public, they have one very clear and simple blanket option to make your posts private, and the information they ask you to enter for registration is extremely limited.

I'm also driven crazy by the constant changes to FaceBook API's that make the lives of developers miserable as they struggle to work with this juggernaut of social media and the fact that they employed algorithms that began to selectively decide whose posts among my friends they thought I should see (and even excluded my wife's posts from my stream until I manually added her back in)... but that's a whole other couple of blog posts to write. The following is a short list of things I actually find less annoying than FaceBook's treatment of the concept of privacy:

15.       SPAM e-mail

14.       People who post their every Foursquare or Gowalla check-in to Twitter

13.       The mere existence of Farmville and Mafia Wars

12.       The first time I saw Clippy

 
      11.    Developers that hardcode and use auto-code generators out of laziness

10.       Requirements documents for a web site or app that say: "should work in every browser"

9.       Web sites that dramatically over-use Flash for everything they possibly can

8.       People that show up for an interview and haven't read and reviewed your company's web site or have any ability to articulate what your company does

7.       People that text or use mobile devices to tweet while driving (or drive while talking on their mobile phone without using a Bluetooth or hands-free device)

6.   People that call themselves "Social Media Gurus" in their bios or otherwise

5.   People in busy airports that obliviously stop walking out of the blue and then wonder why everyone crashes into them

4.   Every scene on the Fox TV series 24 that ever involved Kim Bauer

3.   Stupid people (as one of my friends is fond of saying as he quotes his old high school football coach, "Ya can't fix stupid.")

2.   The continued existence of IE6

1.   The constant deluge of Top <insert number here> Lists

In a recent Sales Caffeine email newsletter from Jeffrey Gitomer, there is an article by Michelle Joyce on Making Transactions Memorable.  She had a pleasant experience at the McDonald’s drive thru in Huntersville, North Carolina, and summarized what made the transaction memorable.
 
These three simple steps can be considered website redesign tips to improve user experience at your eCommerce websites and in all your interactive marketing efforts.

1.  Start with a smile and engage your prospect in a friendly manner.  Would you do business with someone you didn’t like?  Well, neither would your prospect.  This guy made me like him – immediately.  When he made that connection, the transaction became enjoyable and personal.  It was all about me, not just my order. 

2.  Offer alternative solutions.  People want choices.   Don't assume that your customer is aware of them.  Uncover their needs and help them make a choice.  McDonald's already mastered the upsell technique with their famous line, “Do you want fries with that?”  What kind of additional features and services can you upsell?  What kind of additional revenue are you leaving on the table at every sale?

3.  End the transaction with something memorable.  When is the last time that a fast food worker told you to “drive safely”?  Usually, it is the perfunctory "thank you” and “have a nice day”; but this guy made me feel like he was genuinely concerned about my personal safety.  What are you saying to your customers that make them remember you personally?

Michelle ends by saying:  The reality is that people are still buying products and services in this economy.  The only question is "Will they buy them from you?"

Definition 6 is an interactive marketing agency that can help you make a connection to your users, whether customers or prospective ones.  We are experts in website development and custom application development.  Even though we are an Atlanta Ad Agency, we have clients across the US that we help differentiate themselves from their competition.

In recent years it seems as if E-Mail marketing has fallen by the wayside in light of emerging technologies and trends. Time and time again statistics have supported the profitability and legitimacy of E-Mail marketing, so it’s important to take a step back and see how E-Mail marketing is or more importantly isn’t, affecting your company.
Here are three questions to ask yourself or your marketing team in order to answer the bottom line; do we need to invest or reinvest in E-Mail marketing?

1) Have you forgotten about the basics?

In this new Web 2.0 world marketers are constantly scrambling to keep up with the latest trends, throwing money at anything deemed “cool,” “trendy,” or “popular.” At first glance new social outlets and advertising mediums may seem appealing, but sites such as YouTube, Twitter, Facebook, and Myspace have short track records in terms of performance and viewership capabilities. These mediums aren’t poor investments by any means, but more often than not companies are blinded by the popularity of new social sites and forget about the basics of interactive marketing; E-Mail marketing. 
In one Forrester survey E-Mail more than 80% of businesses surveys achieved a significant return on investment - double that of most other marketing initiatives. I highly doubt any current social media site can boast 80% ROI satisfaction for use of their advertising and marketing platforms.

There’s a reason social media and Web 2.0 technology is called the “frontier” of internet exploration; IT’S UNKNOWN TERRITORY. If you’re hoping to catch the wave early and become one of the first settlers on the new frontier, be prepared to sacrifice quite a bit of blood, sweat, and treasure. A word of warning though for those looking to brave these mysterious, ever-changing virtual landscapes;  by the time you and other businesses jump on the bandwagon, the consumer has most likely started getting off to ride the new model bandwagon – the one that has three axels instead of two.

BOTTOM LINE: Like my great grand pappy use to say, sometimes the best things in life are the simplest things; E-Mail marketing may not be as flashy as a MySpace page, but 9/10 it will dole out a much larger reward upon investment.

2) Are you putting your data to good use?

For those already utilizing E-Mail marketing it’s important to take a step back and review your E-Mail marketing process. Do you simply click “send” every two weeks to blast your newsletter or promotion? One of the foremost reasons E-Mail campaigns fail or plateau revolve around the marketers lack of interaction, understanding, diligence, or experience analyzing and applying the data generated by their E-Mail campaign.  E-Mail is light years ahead of almost every other advertising medium in terms of accountability and tracking, the question is whether you’re leveraging this unique capability or not. With the ability to instantly review the results of your efforts, it’s important to analyze the outcome through multiple lenses rather than just a couple such as “E-Mails opened,” “conversions,” or “bounced rates.”

As a rule of thumb every time you receive the results of an E-Mail blast you should be changing at least ONE aspect of your next E-Mail strategy or design. It’s entirely possible to deploy E-Mail blasts without acknowledging the data and still receive a good response and return. As a marketer you need to apply the data you receive in order to run a GREAT campaign. Just because you’re running a “good” campaign with minimal effort doesn’t change the fact that in reality you’re really running a poor to mediocre campaign.
The most effective E-Mail marketing is an evolutionary process consisting of hours, and hours, and hours (and hours) of data compilation, review, and reform. If you or your marketing team takes performs no action other than clicking “send,” odds are you’re missing out on the true strength of E-Mail marketing; quick, intuitive, statistically supported campaign adaptation.  

BOTTOM LINE: We don’t live in a static world; neither should your E-Mail marketing.  

 3) Are you maximizing your dollar during the recession?

Marketing departments across the world have been laying off employees in droves. Even higher level management today is looking for any way possible to show their superiors that they add value to the company. What would your superiors say if they saw you could not only boost revenue but cut costs at the same time?
Marketing budgets have shrank, but thankfully E-Mail marketing prices have stayed relatively the same – cost efficient. Of all the advertising mediums both virtual and physical, E-Mail marketing is among the most cost effective with the privilege of being able to boast one of the highest ROI’s. A single print ad can cost thousands upon thousands after the cost of graphic design and ad-space. Instead of paying $10,000-$25,000+ for one month of magazine advertising, you can run a four month e-mail campaign which normally entails better audiences, conversion rates, and accountability. If you find the costs of traditional advertising to be exorbitant, it may be time to dust off the E-Mail marketing proposal and take another look.

BOTTOM LINE: As the great Benjamin Franklin once said, “A penny saved is a penny earned.”

So ask yourself:

1) Would it be beneficial to scale back on costly new-age technology investments in order to temporarily invest in more dependable marketing initiatives?

2) Would it be beneficial to engage in an E-Mail marketing discovery phase to see if you’ve truly been interacting with your campaigns and applying the data you find?

3) Would it be beneficial to divert your limited budget to more cost effective (and often times profitable) marketing venture such as E-Marketing?

 

1. Website analytics - If your initiative includes the enhancement or redesign of a website, start the project with an examination of your existing analytics data. If you don't have any, stop reading this and go get it. Figure out what will be important to you later. It may be as simple as traffic volume, visit duration, cost per ad spend or conversion rates. But you may find a need to collect custom data as well. Almost every analytics package out there has that capability.
2. External data - In this context, external data is performance data obtained through your CRM package or 3rd party sources. Call center volumes or in-store data would fall into this category. You need an adequate way to access it and you need historical references.
3. Email marketing - If your initiative includes modifications to email marketing programs, make sure your provider is collecting meaningful data on open and click-through rates. And make sure you'll have access to historical data to create a trending analysis.

In 2009, more data will be generated by individuals than in the entire previous history of mankind.  

Andreas Weigend explains how/why at http://blogs.harvardbusiness.org/now-new-next/2009/05/the-social-data-revolution.html.  There have been two “data revolutions” in the way consumer data is solicited and collected.

Initially, successful companies gained power by collecting, aggregating, and analyzing the customer data they collected.  But, most companies didn’t fully utilize all the data collected.

Then, companies like Amazon.com realized that users often trusted recommendations by other users more than promotional materials.  Users started to actively contribute explicit data, such as, information about themselves, their friends, or about the items they purchased.  Amazon leveraged this new knowledge to help customers with their purchasing decisions.


Successful firms encourage and reward users who contribute honest data.  Netflix allows users to contribute ratings for movies that they have seen; the incentive to contribute accurate data is to get better recommendations for new movies.  Customers are starting to interact with each other. Knowing that they are not alone has shifted the balance of power from companies back to consumers.


Why spend time on hold with a customer service representative if we can just Google see if someone else has already solved the same problem?  An online user community was likely to be more helpful than a representative employed by the company.


Bottom line:  The online world is beginning to be ruled by the expectations of the users.  Companies that want to stay relevant have no choice but to accept the ideas of the consumer revolution as swiftly as possible and address the higher expectations for customer relationships.

Definition 6 is an interactive media agency that creates marketing initiatives that engage people.  We capture and analyze relevant metrics from web analytics, email marketing, online media, and social media campaigns to continue to test and refine marketing plans.  We’d like to help you meet the challenge of addressing the new expectations of consumers.

Lately I've been reading articles related to the Hispanic consumers.  I think most of us have read or heard about how the Hispanic population is growing so much in the U.S.  It seems to me companies that have products or services to sell should be paying more attention to this and shifting some (or a lot) of their marketing efforts toward the Hispanic consumer.

In an article on MediaPost by Jose Villa (http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=98883#comments), he talks about a very good reason to shift some focus to the Hispanic community.  Put plainly, they may be in better shape after the recession than any other ethnic sector.  In his article, he points out that unlike the previous recession, most consumers will not be able to go back to their old spending habits because they won't be able to get the same credit that they received before.  And we all know how our society loved to spend money on credit.  In the article, this is referred to as the "deleveraged consumer".  The Hispanic community, on the other hand, typically stayed away from spending on credit.  So when the economy recovers, they'll be more likely to continue their same spending habits they had before the recession while others will have to learn to cut back on their excessive spending.  Their lack of debt means that "the Hispanic market represents a beacon of opportunity as a truly deleveraged consumer" according to Jose.

I really like the idea of spending some marketing focus on the Hispanic community because I think there are a lot of potential buyers in that group that are untapped.  The three top ideas I can think of would be:

1. update your websites to offer a spanish version.  Although many of today's Hispanics that are online speak both English and Spanish, it is a welcoming gesture to let them choose their language of choice.  But don't forget to update imagery and styles of the Spanish website and not just the text (Jose has another article that addresses that: http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=103345)

2. allow your users to decide which language to receive their emails in.  You'll want to be sure you have proper tracking tools in place so that you can see how well your Spanish emails work and compare that to your English emails.

3. advertise in places where Hispanics spend more of their time.  In a previous blog post I discuss what some of those websites are.

Definition 6 is an interactive marketing agency that can help you analyze and plan a course of action to market to this untapped group.  As an application development company and online marketing company we can also implement your web applications and email marketing campaigns as well as provide analytics of both.  So take advantage now and don't leave out this important ethnic group.

I had an extremely interesting experience last week that forced me to undergo a thought exercise that I think can be extremely valuable for everyone to consider using on a regular basis. We all get so hung up in our particular expertise and the advanced nuances of our individual focus areas that we often fail to think about the basics and even more frequently we end up failing in our communication to others. My recent experience went something like this-

My wife came over to the Definition 6 offices along with my two year old daughter Mika to bring me some lunch. After lunch Mika began running around the office exploring a bit. I followed her as she ran into our main floor executive conference room. Now, I’m a bit biased, but for a child that just turned two she’s pretty impressively conversant with a great vocabulary. Here’s the conversation that followed:

Mika: What is this room?

Me: It’s a conference room.

Mika: What’s a conference room?

Me: It’s a room where people meet to discuss things.

Mika: Can I sit in one of the thinking chairs? (The “thinking chairs” reference is from her favorite show Blues Clues)

Me: Sure

Mika: What are we thinking about?

Me: Well, in this room we are usually thinking about interactive marketing?

Mika: What’s marketing, daddy?

Me: Hmmm… well, marketing is doing things that get other people to think a certain way, do certain things, or to buy things you want them to buy.

Mika: (thinks for a moment) I don’t understand marketing, daddy.

And there you have it. The question, my particular answer, and her response are in many ways less important than the thought exercise itself in my opinion. Try it yourself. Without thinking for more than a second or two, blurt out your definition of marketing as you’d answer it to a two year old. Try it again with “technology”, “managed services”, “open source”, “.NET”, etc. etc.

I’ve noticed in countless meetings how often people make assumptions about the level of understanding the audience has regarding certain terms or shared meanings. And also how often people throw around terms and concepts that they don’t seem to understand. I can’t count the number of people I have interviewed who list certain expertise and terms on their resumes only to be incapable of defining it in an interview. Go ahead- next time you interview someone lists the term “web services” on their resume ask them to define a web service, it’s components, and what exactly a web service does. You will be amazed and bewildered at the answers you receive.

Quite a few years ago when I worked at a different company and .NET first came out I recall the CEO asking via the discussion group email lists for people to explain to him the value of .NET. After dozens of convoluted and complex answers were offered he finally replied to all with the single line “Someone explain it me like I were two years old.” It’s not that he wasn’t an extremely bright and technical individual, he’s one of the brightest people I know. But it wasn’t until he asked the question in this way that people finally gave answers that culled things down to the key points and basic value.

Take this all for what it’s worth. I plan to run a lot more of my ideas and future presentations past my newly appointed diminutive advisor. There’s nothing like a two year old to keep you honest, accurate and off your high horse.

Project Manager, Lisa Seals, shared a great case study with us that she found on the Marketing Professionals site.  The study talks about how the Days Inn chain uses mobile text marketing as opposed to mass email marketing and rich media advertising to communicate with guests, build loyalty, increase revenue and provide value-add services.  The article boasts text marketing as “customer service 2.0” for the hospitality industry.  Here are a few key items Lisa shared with our Client Services team…

1. Building the opt-in list.  The campaign began by generating awareness for the new texting program - front-desk associates ask guests at check-in whether they'd like to participate.  Special contests are set in place driving people to text (and opt-) in order to win a weekend getaway.  The program was promoted through elevator notices, keycard holders, and other key collateral.

2. Engaging the opt-ins.  The chain implemented a marketing plan of text messages which consisted of general promotions, hotel-specific promotions, and customized messages based on guests’ specific needs.

3. Lessons Learned.  The chain used a double opt-in program to attract only those guests who were truly interested – guests were reassured that their information would not be shared.  The time of day for messaging was considered for nationwide messages and messages were managed on frequency depending on a guest's length of stay.

Days Inn had a 22% increase in room upgrades and substantial increases in website traffic through their text marketing campaign.  There was even an increase in the use of hotel amenities with a 15-20% increase in reward program signups – not to mention the immeasurable increase in brand awareness.
 

There is a great report out by the 4 A's "Understanding the Economics of Digital Compared to Traditional Advertising and Media Services" By Joe Burton - it explains in great detail why Interactive Ad Agencies charge what they do for our services. It highlighted the importance of understanding the labor costs that go into SEO, Web Site Development, eMail Marketing, Video Advertising and Social Media Marketing and how the critical talent is scare to do the job well.

One key point was that in Traditional Advertising, media equals 73% of all spending with your agency partner but with an Interactive Media Agency you should expect 52% to be media and 45% to be agency services fees. This is critical when doing channel shifting from one medium to another.

So it is very important if you are going to make the move from direct mail to eMail or from broadcast to display media or PR to social media that you understand the costs and the ROI before jumping into the fray.  But the rewards are worth the effort.

There is a quote in the book The Truth about Email Marketing:
"Email marketing has been called the original social networking tool..."

Social media does not replace emails.  The advantage continues to be that not everyone has a Facebook or LinkedIn profile, but everyone has an email address.

You can capitalize on your social media campaigns by integrating email marketing:
Capture email addresses on your Facebook page.
Promote your email services on your LinkedIn profile.
Test marketing messages and creative elements on social networking sites.
Use email to drive traffic to your social media initiatives.

Recent stats from EmailStatCenter.com you might find helpful in convincing your management team to continue to invest in email marketing in order to reap the benefits:

"50% of consumers surveyed said they're more likely to buy products from companies who send them email, whether their purchases are online or at a place of business."
- Epsilon "Branding Survey" (Feb 2009)

"80.4% of marketing executives surveyed say email performs strongly as an advertising channel for their companies."
- Datran Media "3rd Annual Marketing & Media Survey Results" (2008)

"While 60% of marketers plan to cut their traditional marketing budgets this year, 47% of marketers plan to boost their email marketing budgets."
- Aberdeen Group, "Recessionary Marketing: How Best-in-Class Companies Are Weathering the Storm," (Jan 2009)

Has social media replaced email marketing?  Hardly!  Has it changed it?  Sure.  It offers a new way to use email marketing.  Email marketing continues to drive relationships, retention, and revenue.

Definition 6 sends out almost 300 million emails on behalf of clients.  We also specialize in social media.  We can help you integrate your interactive marketing initiatives to maximize the benefit.