Posts Tagged ‘social media’

Brand engagement is in a big state of change right now, with the push to add SEO, social media, video and mobile to your outbound marketing; understanding how to get a ROI and what the right mix is can be challenging.

You’re invited to attend: The Right Web 3.0 Marketing Mix Workshop w/Case Studies on Why You Need to Cover Your Bases Workshop

Thursday, January 28th 2010 at 9 AM PST / Noon ET

We created this workshop to answer the most common questions that our clients are asking and give you practical “use cases” to help you determine what will work best for your brand.

During this 3 hour workshop will be examining each of the key elements you need to consider as you engage with Web 3.0 marketing tools and determine what the right mix should be for you to launch a brand, new product or expand your current reach. We will do this by taking several examples from different client case studies and discuss the importance of Video, SEO, Social Networking and community (yes, Twitter is part of it), and mobile as part of your marketing strategy and talk about how we helped each of these organizations from start to the end result.

We will also go through a recent case study for an online, LIVE streaming community was developed and created by Key Practices. This “social TV portal” broadcasts 90 weekly streaming video web chat shows and has a social networking community; and has grown to be one of the highest trafficked sites for the mom market in less than 6 months. We will also talk about several ways to use new media and social media in the right time and place to build buzz and brand engagement.

The key takeaways from this workshop will be how-to get your baseline set for understanding where your brand is online as well as how to hone in and engage with your target audience. We will cover the basics of SEO, Social Media, Mobile, Video and how it is important to tie these tools all together with your overall marketing plan.

We will also leave an hour open at the end to answer any questions submitted during the registration process as well as answer questions at the end of the session from what we covered during the workshop.

Several Case Studies Will Be Reviewed: Industry cases studies include: software, retail, business services and social networking.

Register Today: Thursday, January 28th 2010 at 9 AM PST / Noon ET

The cost of of this workshop is $74.95 and all workshop attendees will receive copies of all materials shared as well as a discount on any future services needed from Key Practices.

Usually we don’t take on new clients without doing a full “background” check on them. No, not the kind you’re thinking of, it’s our sanity check really. Like a doctor, it’s hard to prescribe a remedy without understanding what’s going on in your system.

We start out by running a series of reports from your website performance and optimization to who your competition is (top 5) in search. From there we do our “who’s your customer” analysis. There’s nothing worse than not understanding who your customer is and how they search for your services. Once we complete that we can start with the comparative analysis on strengths and weaknesses (SWOT Analysis, the strategic planning method used to evaluate Strengths, Weaknesses, Opportunities, and Threats).

Brand engagement is in a big state of change right now, with the push to add social media and mobile to your marketing, understanding how to get your ROI and what the right mix is can be challenging.

If you’re a brand that has an agency that manages this for you, it’s time to look at them and see if they have really gotten it figured out. So often we see a disconnect on how to blend the right mix together it might take several campaigns to get it right and then again, how will you know?

There are over 300K social media “experts” on Twitter right now. Just because you have blogging, twitter and Facebook figured out – does not mean you know how to mix them together with traditional marketing, video, mobile, advertising – off and online and optimize search.

Case Study - Changing Education to TrainingWant to get your 2010 marketing strategy bases covered? Even if it is just a sanity check to see what the options are for your brand? Engage with a full-service marketing group like Key Practices. Sometimes it’s as easy as changing one word on how you are marketing yourself to be found by those seeking your services.

Connect with us for our 2010 SWOT: Traditional Marketing, Social Media Marketing, Video and Web 3.0 analysis report.

I was reading Jeffbullas’s blog earlier about the 25.4 BILLION reasons why search engines want social media video and pulled this paragraph to comment on: “Comscore announced in August 2009 that over 25.4 Billion video views ocurred in the USA alone (Yes…. Billions not millions). This is up from 14.3 Billion In December 2008. This is a 78% increase in just 8 months. Google’s sites such as YouTube  had a 39% market share with the closest competitor being Microsoft sites with 2.2%. (Google owns YouTube by the way).”

For us, it’s great to see this validation by ways of numbers and the more articles like this that are shared helps in client meetings when we are proposing a mix that includes video.

One thing we know is that you can’t expect to post some videos to YouTube and make millions for your clients. An experienced, full-service marketer is always looking for the value of the product to solve the “consumer of the products” problem AKA “pain points”.

Blending traditional marketing with new media, mobile and social marketing require skills that some of the social/new media “consultants” don’t have expertise in. Our firm started providing video as part of a way to communicate to our clients “audience” in campaigns three years ago and now have rolled streaming into the mix.

There are so many components that can be used to create a successful campaign – but nothing is cookie cutter and you want to be able to show an ROI as adding video or any social media component makes the campaign a high-touch program that many clients don’t have time for or don’t want to pay for.

Remember, when you start engaging in conversations with your “audience” you need to be prepared to manage your reputation and build on that relationship. It does not work on autopilot. Consumers are smarter now and you need to know how to find your audience and engage WITH them.

Written by Geoff Ramsey—CEO, Co-Founder, eMarketer December 14, 2009

It’s that time of year again—the season for looking back, reflecting on what transpired over the course of the year, and simultaneously looking forward, to formulate thoughts, and perhaps some hope, for what the coming year will bring.

Like last year, I have seven predictions I’d like to share with our readers, many of which will get underway in 2010 but gather momentum and take on greater importance in subsequent years.

1. During 2010, as US ad budgets crack open just a little, look for an accelerated migration of ad dollars from traditional to digital media. According to Forrester Research, 59% of US marketers plan to increase their budgets for digital by pulling funds from traditional outlets. Other sources support this shift, including a recent survey among Association of National Advertisers members and a separate study from Duke University’s Fuqua School of Business.

Areas of Marketing Spending Growth in the Next 12 Months According to US Marketers, July 2009 (% change)

Next year, while broadcast television, radio, newspaper and magazine spending continue to downsize, though more slowly than in 2009, online ad spending will enjoy a nice bump-up: eMarketer currently forecasts 5.5% growth. And the increase won’t all come from search—banner ads will grow 3.3%, and online video will jump by 40%.

Other researchers and investment banks are even more bullish on digital ad spending next year, with many predicting growth rates exceeding 10% (e.g., JPMorganZenithOptimedia, Forrester, Collins StewartCiti Investment ResearchCredit Suisse and Oppenheimer). Only one researcher, out of the 23 eMarketer is currently tracking in this area, is forecasting negative growth. The Yankee Group believes online ad spending will take another hit in 2010, dropping 1.5%.

2. Even post-recession, aggregate media dollars will fail to return to former levels. Looked at another way, while total US media spending will decrease by 14.6% this year, the $192 billion spent in 2008 will represent the absolute peak of media spending—at least for the next decade. I don’t believe we will ever return to that historic level, for these four reasons:

  • The measurement and accountability mandate will intensify demand for lower-cost, more efficient media.
  • Media fragmentation will force marketers to target their messages to ever smaller niche audiences.
  • Digital technologies are creating new opportunities for firms to self-market, such as a company’s own Website, online videos, e-mail marketing to existing customers and so forth. These channels end up bypassing paid media such as yellow pages and direct mail.
  • There will be a continued emphasis on “earned media,” such as on social networks and other consumer-generated community platforms. This will also siphon dollars away from paid media.

For decades, the entire multibillion-dollar media industry has been puffed up beyond its true value because of waste. Marketers paid huge sums to maximize reach, while knowing that thousands or millions of the people seeing their campaigns would never buy their products. Gradually, though, as the financial and housing markets are doing, media will shrink to match the true value it is delivering to marketers. That “true value” is being unearthed by better measurement systems, such as more efficient targeting.

For decades, the entire multibillion-dollar media industry has been puffed up beyond its true value because of waste.

3. While media dollars have imploded, media consumption will continue to explode. Due to increasingly empowered consumers and further advances in technology, look for media to become more:

  • Distributed—the same content will pop up in multiple locations, formats and channels.
  • Personalized—media will be tailored to reflect what consumers have watched, read, experienced and shared.
  • Contextualized—when and where consumers get their information will dictate its content and format, and that, in turn, will shape how they interact with and share it.

Each of these trends will lead to more precise targeting, which will also reinforce trend No. 2, the stagnation of media spending.

4. Advertising will support less and less of the load for content and entertainment. Fueled by the low cost of digital distribution, combined with vast amounts of consumer-generated content in the form of blogs, social networks, photo- and video-sharing sites, and rampant Twitter activity, media choices have exploded. There is no way advertising can pay all the freight for this media tonnage. In addition, marketers are clamoring for more direct contact with consumers, especially to engage with them on social networks, and this will divert ad money and attention away from third-party publishers.

Advertising will by no means go away, but it will play a smaller role as paid content and hybrid models emerge.

5. Advertising on social networks will never attract a large share of marketers’ ad dollars. eMarketer estimates social network advertising will grow only 7% next year to $1.3 billion, accounting for a mere 5.5% of total online ad dollars. And while ad spending on these sites will never represent a significant share of total online ad dollars, spending on non-advertising forms of social marketing will rise significantly next year and beyond.

Marketers are more interested in genuine engagement with consumers on social platforms, and less in opportunities to flood them with banner ads.

Social marketing works best when it’s earned, not paid for.

The spending emphasis is on internal staffing, and building structures and systems for two-way, real-time communications with consumers—and not so much on deploying ads. Social marketing works best when it’s earned, not paid for. It’s a matter of leveraging the inherent trust consumers have in each other.

Eventually, online social activities and connections will be baked into every form of digital content on the Web, from brand Websites and shopping sites to search engines, traditional media sites and entertainment portals.

6. Marketers will be increasingly willing to trade off reach for deeper engagement. This goes right along with the drive toward improved targeting and increasingly efficient media buys.

Rather than try to reach every conceivable person who fits a particular demographic, marketers will be looking for technologies and ad solutions that allow them to reach only the people who—by their past surfing behavior, search queries, online purchases, social connections, Twitter posts and other digital footprints—indicate that they are likely prospects.

The analogy here is to search. The search advertising market has been so successful precisely because it captures consumers’ intentions. When a user types “hotels in Bermuda” into a Google search box, you can be pretty sure they have an intention to reserve a hotel at that destination, and they are therefore likely to click and convert. Marketers wanting to capture intentions higher up the purchase funnel will want to identify people who demonstrate a likely desire to interact with the marketer’s brand, possibly leading to a purchase.

If a marketer is successful at the above—zeroing in on a narrow group of likely prospects—then there is a much better opportunity to engage with those consumers on a deeper, more meaningful basis.

In effect, less is more.

7. The classic interruption/disruption model of advertising, whereby marketers insert unwanted, usually irrelevant ads as a price the consumer must pay to view desired content, will erode, if not fade away. Consumers in the digital age simply have too much control over their media environments these days for marketers to be pushing unwanted banners, buttons or videos. This raises the bar for marketers and their agencies to develop new forms of messages that are not even perceived as ads, but rather as welcome content. The challenge will be twofold:

  1. To better identify likely prospects (as in prediction No. 6 above)
  2. To create communications that are so compelling, entertaining, informative or useful that the consumer is not only happy to receive them, but also motivated to share them with others.

Advertising creative, as well as the targeting technologies needed to identify likely prospects, will have to step up to this challenge.

Whether or not the recession ends, 2010 will bring about monumental change. Are you prepared to capitalize on it?

Geoff Ramsey speaks about digital marketing topics and trends at major conferences and industry events around the globe.

Who is MomTV? Engaging LIVE Conversations, Your Authentic Voice for Brand Campaigns

  • MomTV is an interactive LIVE community where the audience can chat (via video/text) live with the web show host and members – we stream ninety (90), hour long, “Social TV” broadcasts every week
  • MomTV is also media sharing community where members can watch video on-demand, join groups, create video and text blogs to share with other mom and dad members
  • Brands can engage with the MomTV audience with an authentic voice and increase Word-Of-Mouth exposure and engagement with specific call-to-actions around campaigns

More moms are being drawn to social engagements – online and offline

  • Moms are connecting more online through blogs, Twitter, Facebook, video, conferences, text messaging, mobile and on MomTV
  • Moms are also looking for friends, parenting information, ways to save money, ways to be green, fit & more
  • Social TV: Social Networking and Video sharing and video chat is a fast becoming an integral part of engagement online for moms and dads at home. Why not build exciting brand engagement party that is streamed LIVE on MomTV, enabling moms to invite their local and online friends? (We did this recently for a Los Angeles mom’s night out party featuring several brands – click to watch video recap using an integrated, on/offline social media campaign for several weeks leading up to the event.)

MomTV can offer 3 dimensional campaigns where products/services are discussed, sampled, reviewed, offered for purchase, or redeemed off-line with coupon sales; making MomTV the perfect vehicle for brand engagements at a low cost and high profit margin

MomTV launched in May 2009 as the first live online community for Moms. We have broadcast over 1,000 LIVE, hour long web chat shows since our launch and have 90 shows airing weekly with a goal to deploy 250 live, weekly video chat shows in 2010.

The current Alexa US Traffic Rank is 13,505 out of over 13 million websites.

Site visitors come to MomTV for (A) Live Shows and (B) Social Networking, Video/Blog Sharing. Here’s how the traffic breaks down:

  • A. Viewers of MomTV LIVE Streaming Web Shows: Most of our shows run 60 minutes long with a mix of 95% Moms to about 5% Dads attending & engaging in live chat (monthly average: 75,000 viewers)
  • B. Membership in the MomTV Community: 90% Moms 10% Dads (community activity monthly averages 175,000 page views)
  • Demographic break-down of membership by ethnicity: 68% Caucasian, 20% African-American, 8% Hispanic, 4% Asian
  • MomTV’s sphere of influence outside of our community: MomTV has 100K+ followers on our MomTV Twitter Network – including regional breakdowns based on state (i.e. CaliforniaMoms, FloridaMoms) as well
  • Many of the MomTV shows are hosted by popular Mom & Dad bloggers, Parenting Experts, Fitness Experts, and Celebrities. They also feature MomTV webcast replays on their sites as well as promoting MomTV to their respective fans, readers, clients and more.
  • MomTV is also available today on your Smart Phone for LIVE viewing and text chatting on the go!

Originally published on Media Post: Stephanie Piche, Nov 25, 2009 09:34 AM under the Engage Moms Blog

If you really want to engage with Moms, you need to adapt your strategies to understand what the influencers are. From spouses to children, health to finances, friends to colleagues, finding the triggers to how a mom engages is not an exercise for the weak, nor is it one that is going to be delegated anytime soon.

I like to watch people and follow trends, including reading research about who is doing what and why. For 20 years, I’ve been a sales and marketing executive, responsible for creating go-to-market strategies to lower costs with shortened sales cycles to increase sales, so observing and adapting have been vital keys to successful programs.

One of the lessons I learned as a sailor and use often is that you need to constantly be adjusting your sails or you’ll end up on the rocks. This lesson holds true for influencers or those wanting to engage with moms. Take this case in point: my son and his method of adapting to engage his mom.

One of my favorite pastimes was spending Sunday mornings going through the newspaper while my son looked through the circulars. He would circle the items he liked (a/k/a wanted) and then share them with me, communicating his desire for specific items especially prior to birthdays and holidays. Over time, this tradition evolved to surfing the Internet and instant messaging the links, subtle hints about items he liked.

Whether I bought them or not, it provoked engagement, conversation and provided me with the information as a call-to-action, making it easy for me to click and buy. As a professional marketer, I couldn’t help but be amused at the way my son was learning to adapt and engage me, to influence me so he could get to “yes” (a/k/a mom buying what he wanted).

So, why do brands and agencies still think engagement consists of consumers clicking on banner ads, when a recently released report pointed out that just 8% of Internet users click on 85% of banner ads, and speaking as a mother, moms are not part of the 8% who are clicking on those ads.

Recently, I found a newly released white paper published by Advertising Age, titled the “Rise of the Real Mom.” In it, Boston Consulting Group states Moms control $4.3 trillion of the $5.9 trillion in U.S. consumer spending, or 73% of household spend. Hoping to find that the researchers who wrote this paper have hit the Holy Grail in helping marketers engage with the highly coveted “mom” demographic, I instead found parts of it to read more like a scene from “Mad Men.”

The most startling paragraph contained suggestions that were offered up to guide marketers, including:

- not to just “communicate goods and services they offer are practical and convenient; they also need to make real moms feel confident and in charge”

- “empower female consumers to delegate to others (spouses, children, brands) so they can have more time to be who they want to be”

- “use new ways to reach a population that rarely has time to sit down and read or watch or enjoy something without simultaneously doing something else”

Wow, okay. I scrolled down the page past lots of impressive pie charts as I had to find out who wrote this 28-page whitepaper and, you guessed it, they were two women who aren’t moms.

News Flash: Moms are empowered, confident, and in charge. We are ahead, way ahead, of the curve. We have adapted by embracing technology and are highly functional multi-taskers. We use our smartphones on the go to find products and services, VoIP products to stay in touch with family and friends and to meet and connect with other moms using Twitter, blogs and Facebook. We engage in real-time conversations daily on the Internet using “social TV” that goes beyond what traditional television is trying to morph to today on MomTV.com.

Moms are learning, growing and changing, but that does not mean childcare and household duties shift over to our spouses because of our pursuit of personal goals. It’s just not how moms (or dads) are wired. The “mom target market” has moved light years ahead of “Mad Men” mentality. It’s time for brands and agencies to get ahead of the curve and adapt their strategies to reach and engage moms with an authentic voice in a two-way conversation.

“The great secret of succeeding in conversation is to admire little, to hear much.” Benjamin Franklin

Originally published on Media Post: Stephanie Piche, Oct 07, 2009 08:47 AM – Engage Moms Blog

When I worked as a marketing strategist for several startups in Silicon Valley, I did my homework and built ROI (return-on-investment) models to show how the technology we were pitching actually saved money and made you more productive. Successful B2B (business-to-business) marketing strategies apply the WIIFM principle (what’s in it for me) to engage the client.

This was the lesson I learned early on in my career: If you want to engage the corporate client, you need to start by listening and understanding its workflow and problems before you can provide a better process or technology to streamline its operations. The net result of delivering on the WIIFM model is a happy client who can now do more for less.

As a mom, that’s what I’ve looked for in the partners that I’ve chosen to shop with, the ones that can help me do more, for less (time and money).

In the mid ’90s, I started shopping online to gain time back from my work and travel schedule. The convenience of e-stores saved me time as I could order the items needed on the Internet while away from home and, in return, I had more time for my family.

Many of my family and friends thought I was nuts for buying something that I didn’t try on or touch and for putting my credit card out there. Merchants got wise to these fears quickly and engaged security providers to ensure SSL encryption along with great return policies. We’ve come a long way over the past 12+ years with personalized email marketing for opt-in subscribers, rewards programs, coupon codes, rebates, recurring shipments, and the best of all, free shipping (my favorite).

Now that’s how you engage and gain adoption, make it easy to save time, money and reduce waste through electronic communications that I ask for.

As an uber-geek Mom, the adoption of new technology and services that enable me to do more in my day comes with one minor pitfall … I keep adding more to my day as my productivity increases. But that’s what moms do; we adopt new ways to do more in our day.

Looking beyond the social revolution, going mobile is the next frontier for those seeking to engage with the mom on the go.

Why mobile? According to The Nielsen Company (Sept 30, 2009), mobile Internet users are up 34% to over 56.9 million in the U.S. The biggest gain is the 9 percentage points of growth for female users putting them at 47%. Two key things that women are utilizing mobile web access and apps for: shopping and social networking.

A huge benefit of mobile for me is that brands are starting to figure out that moms really don’t have hours to clip coupons every week, that’s so June Cleaver! As much as we love to save money, more and more of us want to do it on the go.

One of my favorite iPhone apps is called Yowza. It’s free and not only does it carry local deals but it counts up the dollars that I save, and that’s a huge warm-fuzzy! There are also cool services like Cellfire that store your coupons on your club card. You simply go to the Internet and click on the product coupons that you intend to use (look Ma, no clipping).

Then there are the merchant programs that offer coupon codes for discounts and free shipping along with the ones that pay you back with rebates like Drugstore.com and Ebates.com. I also love sites like K9cuisine.com, where I can set up a regular shipment of the same dog food I buy every month and they will auto ship it.

You have the technology, you can use it to help you engage – WIIFM is not just for B2B marketing … now more than ever: What’s in it for Moms?