I know, I know. I'm slacking again. There's a lot going on, TBA soon.
In the meantime, I'd like to make some comments about Open Graph now that I've seen it in action. (It's the least I can do since I told you to "stay tuned.")
Recently I read an article (thanks, Lisa Trosien) about gen y facebook users getting annoyed by their lack of privacy. (Ironically this article was posted on facebook.) My first thought was, "duh." C'mon, gen y, you knew it wasn't private, didn't you? My second thought was, "Angry or not, gen y will not ditch fb." Why? It's way too engrained in their lives. I am pretty attached to facebook myself, but I could probably live without it. Younger generations, on the other hand, have grown up with it. Asking them to give up social media is like asking me to give up my phone. How in the world do you keep in touch with anyone? Know what's going on? Get invited anywhere? Everyone has seen the movie with the poignant scene of the phone-a-holic dramatically throwing their phone into the water. But I have never seen anyone actually do that. Nor have I tried to call someone who didn't answer because they had tossed their phone off a cliff. Same goes for social media. It may become a necessary evil, but it's not going anywhere.
Now that open graph has been implemented, this is even truer. Social media is getting more engrained in everything. I actually like seeing which of my friends like Pearl Jam when I'm on Pandora, and which of my friends like "The Office" when I'm on abc.com. The more social the Internet becomes, the more attached users will be to social media. And I, for one, think this internet thing is here to stay. (Thanks, Al Gore. And sorry about you and Tipper. Really didn't see that one coming.)
Off to work on top secret stuff. Catch ya later.
Wednesday, June 2, 2010
Wednesday, April 28, 2010
The Jumbo: facebook takes over the world
1. Four senators address Zuckerberg and Facebook about privacy. Funny thing - I think a lot of politicians agree with the "ask forgiveness not permission" motto.
2. Facebook edges Google out as the "Web's most important company." Facebook had already edged out Google in terms of traffic (at least for a week). Open Graph puts it in a whole new league.
3. Social media has a postive effect on advertising. Study shows significant correlation between ad recall, awareness, and purchase intent with social media advocacy.
2. Facebook edges Google out as the "Web's most important company." Facebook had already edged out Google in terms of traffic (at least for a week). Open Graph puts it in a whole new league.
3. Social media has a postive effect on advertising. Study shows significant correlation between ad recall, awareness, and purchase intent with social media advocacy.
Tuesday, April 27, 2010
The Mumbo: Facebook Takes Over the World
Ok, it may seem a little dramatic to announce that facebook is taking over the world. (Not like it's the first time I've been accused of being dramatic.) But it's not so far from the truth. They are taking over the Internet.
I hope that by now (especially if you are an Ad:Tech or AIM attendee), you have heard about Open Graph. Facebook announced Open Graph at f8, the facebook conference for developers.
From the User's perspective:
In a nutshell, Open Graph allows facebook users to "like" across the Internet, not just within the facebook environment. This action may update your facebook profile (ie, "liking" movies on IMDB will add them to your "Favorite Movies" on fb). You can also chat about items on other sites. There is a legitimate concern about privacy now that fb is connected to the rest of the world. (Oh BTW, data can now be cached for more than 24 hours.)
From the Developer's perspective:
Facebook created specs for meta tags that can be added to sites to integrate the content with facebook, allowing users to "like" the content and create a social experience.
Facebook is launching with 30 partners, including CNN, ESPN, Pandora, and IMDB.
This is huge, people. Stay tuned.
I hope that by now (especially if you are an Ad:Tech or AIM attendee), you have heard about Open Graph. Facebook announced Open Graph at f8, the facebook conference for developers.
From the User's perspective:
In a nutshell, Open Graph allows facebook users to "like" across the Internet, not just within the facebook environment. This action may update your facebook profile (ie, "liking" movies on IMDB will add them to your "Favorite Movies" on fb). You can also chat about items on other sites. There is a legitimate concern about privacy now that fb is connected to the rest of the world. (Oh BTW, data can now be cached for more than 24 hours.)
From the Developer's perspective:
Facebook created specs for meta tags that can be added to sites to integrate the content with facebook, allowing users to "like" the content and create a social experience.
Facebook is launching with 30 partners, including CNN, ESPN, Pandora, and IMDB.
This is huge, people. Stay tuned.
Monday, April 26, 2010
The Jumbo: Law & Order: Blogger Unit
1. Newspaper sues for linking. In an unprecedented show of support for loyal readers and promoters (read: sarcasm), a newspaper is suing sites for linking to their articles. (?!)
2. People of all ages love the blog. In the least surprising headline of the day, millennials are the age group most likely to write and read blogs. (Now don't you feel hip?) More surprising is that a whopping 17% of blog readers are age 62 and above.
3. Court rules that bloggers aren't journalists. A New Jersey court ruled that a blogger who slammed a media company one too many times is not protected by the shield law. (I, for one, am offended. I totally consider myself a journalist. Fancy me.)
2. People of all ages love the blog. In the least surprising headline of the day, millennials are the age group most likely to write and read blogs. (Now don't you feel hip?) More surprising is that a whopping 17% of blog readers are age 62 and above.
3. Court rules that bloggers aren't journalists. A New Jersey court ruled that a blogger who slammed a media company one too many times is not protected by the shield law. (I, for one, am offended. I totally consider myself a journalist. Fancy me.)
The Mumbo: All About Craig's List
It's hard to ignore Craigslist. Back when I working for a vendor, the question was posed to me: How do we compete against Craigslist? My answer: Don't. In some markets, Craigslist should be a part of the marketing plan.
The first rule of marketing is: Go to where your audience is. In markets where the audience is on Craigslist, you should be there. But not so fast! Here are a few cautions for the Craigslister:
1. It takes time. Don't neglect the amount of time required to update your listings. It's worth it to use a content syndicator with a Craigslist tool, such as Rent Engine or Rent Sentinel. (Please feel free to suggest others int he comments.)
2. Check out Craig's TOU. The Craigslist Terms of Use are fair and reasonable, but worth reviewing before use. One to note: "You agree not to post, email, or otherwise make available Content that includes links to commercial services or web sites, except as allowed in 'services.'"
3. Be cognizant of the opportunity cost. Just because Craigslist is free, doesn't mean it's free. You pay for all of the time your staff spends following up with unqualified leads, and it may be costing you more than you think.
4. Track effectively. This is true for every marketing source, but especially true for Craigslist. I am of the mindset that consumers are the worst source of information for marketing sources. They don't remember where they saw your ad, so stop asking! I have heard anecdotally that in some studies "Craigslist" has been highly over-reported as the marketing source. Consumers use it, to be sure, but make sure that's what drove them to you. Track calls and emails, and spot check them for quality.
5. For a good laugh, check out best-of-craigslist. Seriously, there are some good ones in there. Just bookmark it and check out a few every time you need a little chuckle. A couple of my favorites: You Slept in My Bed Last Night and Orange Popsicles. (Free popsicles?! It was totally worth the drive to Lafayette.)
The first rule of marketing is: Go to where your audience is. In markets where the audience is on Craigslist, you should be there. But not so fast! Here are a few cautions for the Craigslister:
1. It takes time. Don't neglect the amount of time required to update your listings. It's worth it to use a content syndicator with a Craigslist tool, such as Rent Engine or Rent Sentinel. (Please feel free to suggest others int he comments.)
2. Check out Craig's TOU. The Craigslist Terms of Use are fair and reasonable, but worth reviewing before use. One to note: "You agree not to post, email, or otherwise make available Content that includes links to commercial services or web sites, except as allowed in 'services.'"
3. Be cognizant of the opportunity cost. Just because Craigslist is free, doesn't mean it's free. You pay for all of the time your staff spends following up with unqualified leads, and it may be costing you more than you think.
4. Track effectively. This is true for every marketing source, but especially true for Craigslist. I am of the mindset that consumers are the worst source of information for marketing sources. They don't remember where they saw your ad, so stop asking! I have heard anecdotally that in some studies "Craigslist" has been highly over-reported as the marketing source. Consumers use it, to be sure, but make sure that's what drove them to you. Track calls and emails, and spot check them for quality.
5. For a good laugh, check out best-of-craigslist. Seriously, there are some good ones in there. Just bookmark it and check out a few every time you need a little chuckle. A couple of my favorites: You Slept in My Bed Last Night and Orange Popsicles. (Free popsicles?! It was totally worth the drive to Lafayette.)
Thursday, April 22, 2010
The Mumbo: What Makes You So Special?
Did you miss me?? Aww, I missed you, too. Sorry about the hiatus, but sometimes life gets in the way of life, and the past two weeks have been like that.
In an effort to expand my network of like-minded folk, I have been meeting with some local search firms in the Denver area. Their reaction to the projects that Multifamily Edge takes on was amusing and reminded me just why we're so great. (Pardon the lack of humility.) Working in industries like multifamily is completely out of the comfort zone for most online marketing agencies. Here are a few reasons why the multifamily industry is so special:
1. Multiple Brands. Multiple Websites. Multiple Locations. Whether or not multifamily companies have a strong corporate brand, they all have community-level brands. Each community is a separate business operation with its own brand, its own name, its own challenges, its own opportunities, its own amenities, and its own address. Each community needs to have presence on the web, whether as a separate website or a subdomain. Each community needs to have a presence on local search. Domain type (corporate, regional, community) needs to be matched to the proper phase of the search cycle. When I tell other online marketers that I work exclusively with website suites of tens or hundreds of sites, jaws drop.
2. Consumer Behavior. One benefit of my background in multifamily is that I know how people search for apartments, and not just because I read articles about Gen Y. When you work with someone outside of the industry, their inclination is to fit multifamily into a box they can handle, like retail. (Ask me later for a list of reasons why multifamily is NOT retail.) Rental search is different in both subtle and dramatic ways than other consumer behavior. Renters tend to use a consistent search path online and offline. Here are a few examples off the top of my head: renters usually look approximately 3 months out and within 5-25 miles. They typically start their search online, then offline (driving around), then online, then traditional (for a certain demographic), then online again. They typically do seven online searches during their apartment hunt. They are more pragmatic and less emotional than home buyers and car buyers. Don't pay (directly or indirectly) for someone to do this research, or find out the hard way that the search strategy doesn't fit search behavior.
3. Keyword Research. A lot of search agencies require that companies use them for a pay-per-click campaign in addition to search engine optimization. Why? Because otherwise they don't know what keywords are effective. We know how to research keyword combinations specifically for multifamily so that the keywords implemented from the get-go are the ones that will bring a high volume of high quality traffic. (Tip: it's not "Miami apartments" or "2 bedroom floorplans"!)
4. Conversions. A typical conversation with an online marketer goes like this. OM: "What kind of sites are they?" Me: "Lead gen." OM: "Ok." And that's all they need to know. But it's not all you would want them to know, is it? Anyone can generate leads. Just make a big, shiny, prominent simple lead form and give away free stuff. Then push a bunch of traffic to it. What you want is leads that will convert to leases, and that's a whole different story. It takes a more sophisticated strategy to drive qualified leads, from traffic to design to tracking.
You're special, multifamily people, and don't you forget it. Don't let anyone try to put you in someone else's box. You won't fit.
In an effort to expand my network of like-minded folk, I have been meeting with some local search firms in the Denver area. Their reaction to the projects that Multifamily Edge takes on was amusing and reminded me just why we're so great. (Pardon the lack of humility.) Working in industries like multifamily is completely out of the comfort zone for most online marketing agencies. Here are a few reasons why the multifamily industry is so special:
1. Multiple Brands. Multiple Websites. Multiple Locations. Whether or not multifamily companies have a strong corporate brand, they all have community-level brands. Each community is a separate business operation with its own brand, its own name, its own challenges, its own opportunities, its own amenities, and its own address. Each community needs to have presence on the web, whether as a separate website or a subdomain. Each community needs to have a presence on local search. Domain type (corporate, regional, community) needs to be matched to the proper phase of the search cycle. When I tell other online marketers that I work exclusively with website suites of tens or hundreds of sites, jaws drop.
2. Consumer Behavior. One benefit of my background in multifamily is that I know how people search for apartments, and not just because I read articles about Gen Y. When you work with someone outside of the industry, their inclination is to fit multifamily into a box they can handle, like retail. (Ask me later for a list of reasons why multifamily is NOT retail.) Rental search is different in both subtle and dramatic ways than other consumer behavior. Renters tend to use a consistent search path online and offline. Here are a few examples off the top of my head: renters usually look approximately 3 months out and within 5-25 miles. They typically start their search online, then offline (driving around), then online, then traditional (for a certain demographic), then online again. They typically do seven online searches during their apartment hunt. They are more pragmatic and less emotional than home buyers and car buyers. Don't pay (directly or indirectly) for someone to do this research, or find out the hard way that the search strategy doesn't fit search behavior.
3. Keyword Research. A lot of search agencies require that companies use them for a pay-per-click campaign in addition to search engine optimization. Why? Because otherwise they don't know what keywords are effective. We know how to research keyword combinations specifically for multifamily so that the keywords implemented from the get-go are the ones that will bring a high volume of high quality traffic. (Tip: it's not "Miami apartments" or "2 bedroom floorplans"!)
4. Conversions. A typical conversation with an online marketer goes like this. OM: "What kind of sites are they?" Me: "Lead gen." OM: "Ok." And that's all they need to know. But it's not all you would want them to know, is it? Anyone can generate leads. Just make a big, shiny, prominent simple lead form and give away free stuff. Then push a bunch of traffic to it. What you want is leads that will convert to leases, and that's a whole different story. It takes a more sophisticated strategy to drive qualified leads, from traffic to design to tracking.
You're special, multifamily people, and don't you forget it. Don't let anyone try to put you in someone else's box. You won't fit.
Monday, March 29, 2010
The Mumbo: Spring Fever!
As I was walking back to my office today at lunchtime, soaking up the warm spring sun, I was happy to see so many people out on the 16th street mall eating and drinking at sidewalk cafes. . . spending money!
What a long, hard winter it's been. Not enough change. Too much snow and overcast weather, no tangible uplift in the economy, nothing new, even from Apple. Over the next seven days, the ice is finally going to melt. In Denver we'll have three days in a row over 65. (Hallelujah!). Apple will release the iPad on April 3. People will start spending money. (Easter sales will be up over last year!)
I feel like everyone's attitude is getting a little brighter. Never have I been so happy to say goodbye to Q1 and hello to Q2. Not only does it mean baseball, sunshine, flowers, and picnics; it means that consumers will come out of hiding and shake the dust off their wallets. Business will experience busy-ness, shining up their products and their sales smiles.
It's time to reinvigorate. Get a new marketing plan in place. Get bright colors out. Get your sales staff revved up. Are you ready? Bring it!
What a long, hard winter it's been. Not enough change. Too much snow and overcast weather, no tangible uplift in the economy, nothing new, even from Apple. Over the next seven days, the ice is finally going to melt. In Denver we'll have three days in a row over 65. (Hallelujah!). Apple will release the iPad on April 3. People will start spending money. (Easter sales will be up over last year!)
I feel like everyone's attitude is getting a little brighter. Never have I been so happy to say goodbye to Q1 and hello to Q2. Not only does it mean baseball, sunshine, flowers, and picnics; it means that consumers will come out of hiding and shake the dust off their wallets. Business will experience busy-ness, shining up their products and their sales smiles.
It's time to reinvigorate. Get a new marketing plan in place. Get bright colors out. Get your sales staff revved up. Are you ready? Bring it!
The Jumbo: I heart Apple
1. iPad love is in the air
Turns out I'm not the only one intrigued by the iPad. Pre-sales and forecasted sales are about double what was predicted.
2. Apple of my i-Ads
Stay tuned for the release of Apple's next big thing: the i-Ad. I know the iPad seems new, but Jobs will not be complacent. The i-Ad will simplify mobile advertising (yay). We can't wait.
3. Consumers "Windows shop" before heading inside
A recent study shows that I am a genius: 88% of in-store consumers shopped online first, thus proving my point that the sales "conversation" starts online.
Turns out I'm not the only one intrigued by the iPad. Pre-sales and forecasted sales are about double what was predicted.
2. Apple of my i-Ads
Stay tuned for the release of Apple's next big thing: the i-Ad. I know the iPad seems new, but Jobs will not be complacent. The i-Ad will simplify mobile advertising (yay). We can't wait.
3. Consumers "Windows shop" before heading inside
A recent study shows that I am a genius: 88% of in-store consumers shopped online first, thus proving my point that the sales "conversation" starts online.
Thursday, March 25, 2010
The Mumbo: Searching for that Special [SEO] Someone
Last night my dad came over to watch Princeton lose in the CBI. (Oh, you didn't know there was a third tier college basketball tournament?) While he was here, he asked my two year-old to see her new pink bow. She replied, "Is Louie Pesho." He asked again. She replied, "Louie Lilly Pesho." He laughed and said, "I don't know what you're saying." I translated, "It's really special. . .really, really special."
Today's topic is finding a Louie Pesho SEO provider. How do you know that the SEO firm you are hiring is going to provide you with some value, with a return on your investment? Here are a few tips:
1. Be wary of an SEO provider that requires a high-priced long-term contract.
Most SEO is done right at the out-set. It's most efficient to do it when a sight is being built, but ok to do it after a site is live. (Almost all of the work we do at Multifamily Edge is post-production.) It is not efficient to string out the work across several months. The only thing that can and should be done on a continuous basis is link building.
2. Be wary of an optimizer that sells you on being "number one" in the search results.
Your SEO provider should always keep in mind that what is most valuable to your company is getting a high volume of high quality traffic that will be engaged in your site and convert. I can make any site "number one in the search results" if I am at liberty to be undiscerning about the search term. Optimizers that promise top results are often the same ones that use black hat tactics.
3. Price check.
SEO consultants typicall charge $225-$350 per hour, around $3,000-$5,000 per site. If the price is much higher than that, they should offer you a compelling explanation. If the price is much lower than that, they should offer you a compelling explanation. (BTW, Multifamily Edge has lower pricing. Our explanation: we spent two years designing a very efficient system.)
4. Review the data.
Your SEO provider should help you to track the performance of your site in at least three ways: 1) Ranking tables will show you where you rank in the search results for keyword terms used in optimization. It's best to get a benchmark before you start so that you know your rank is improving. 2) Traffic volume. Use an analytics program to track the amount of traffic that is going to your site. 3) Traffic qualtiy. Use an analytics program to track the level of engagement of your site visitors. How long are they staying on the site? How many pages are they viewing? Are they converting?
Now you have a place to start. Now get out there and find your own Louie Pesho someone!
Today's topic is finding a Louie Pesho SEO provider. How do you know that the SEO firm you are hiring is going to provide you with some value, with a return on your investment? Here are a few tips:
1. Be wary of an SEO provider that requires a high-priced long-term contract.
Most SEO is done right at the out-set. It's most efficient to do it when a sight is being built, but ok to do it after a site is live. (Almost all of the work we do at Multifamily Edge is post-production.) It is not efficient to string out the work across several months. The only thing that can and should be done on a continuous basis is link building.
2. Be wary of an optimizer that sells you on being "number one" in the search results.
Your SEO provider should always keep in mind that what is most valuable to your company is getting a high volume of high quality traffic that will be engaged in your site and convert. I can make any site "number one in the search results" if I am at liberty to be undiscerning about the search term. Optimizers that promise top results are often the same ones that use black hat tactics.
3. Price check.
SEO consultants typicall charge $225-$350 per hour, around $3,000-$5,000 per site. If the price is much higher than that, they should offer you a compelling explanation. If the price is much lower than that, they should offer you a compelling explanation. (BTW, Multifamily Edge has lower pricing. Our explanation: we spent two years designing a very efficient system.)
4. Review the data.
Your SEO provider should help you to track the performance of your site in at least three ways: 1) Ranking tables will show you where you rank in the search results for keyword terms used in optimization. It's best to get a benchmark before you start so that you know your rank is improving. 2) Traffic volume. Use an analytics program to track the amount of traffic that is going to your site. 3) Traffic qualtiy. Use an analytics program to track the level of engagement of your site visitors. How long are they staying on the site? How many pages are they viewing? Are they converting?
Now you have a place to start. Now get out there and find your own Louie Pesho someone!
Wednesday, March 24, 2010
The Jumbo: My Favorite Media Word: "Integration"
1. Social and email sittin' in a tree. . .
A survey by StrongMail suggests that 2010 is the year for social media to take the plunge and get hitched to email, and the result will hopefully be better insight into ROI.
2. Consumers surf the channels while they surf the net
Recent studies show that roughly a third of the target market we most serve search online while they're watching T.V. to get more information about what they're watching.
3. Calvin Klein's "x-rated" integrated ad campaign
Calvin Klein recently released a unique ad campaign with GQ magazine. Consumers can use the ad in the magazine in conjunction with an racy online ad for an "augmented reality" experience. Isn't it nice when it all comes together?
A survey by StrongMail suggests that 2010 is the year for social media to take the plunge and get hitched to email, and the result will hopefully be better insight into ROI.
2. Consumers surf the channels while they surf the net
Recent studies show that roughly a third of the target market we most serve search online while they're watching T.V. to get more information about what they're watching.
3. Calvin Klein's "x-rated" integrated ad campaign
Calvin Klein recently released a unique ad campaign with GQ magazine. Consumers can use the ad in the magazine in conjunction with an racy online ad for an "augmented reality" experience. Isn't it nice when it all comes together?
The Mumbo: Will the iPad Save Print?
I remember my friend Aimee, telling me about the financial prowess of her boyfriend at the time, saying, "He says it's a good time to invest in Apple. He says they're developing something called iTunes. . ." So I invested all my money in Apple and retired happily. The End.
Ok, that's not the way it really went, but I have since developed an awed respect for Apple. Everything they touch turns to gold. That's why I've chosen to take the bet against my husband who asserts the iPad will flop. I also defend the iPad because it seemed to be a magical response to my dream for a Kindle on which I could read magazines and newspapers on my way to work. (Don't worry, I don't mean while driving. I take the light rail.)
Magazines and newspapers are all excited because this opens the opportunity for them to charge consumers like me, making them less dependent on advertising dollars. How much they can charge is yet to be determined (The New York Times and Conde Nast seem to be leading the charge), but once consumers are paying the publication industry will, in my opinion, likely be revitalized. The iPod changed the music industry, and e-book sales have increased steadily since the release of the Kindle and its competitors.
Once consumers are back reading publications, advertisers will be back. The iPad and like tablets will create new opportunities for advertisers to reach their audience via digital publications. (And consumer publications, if they're smart, will find a new audience.) The question on my mind, as an internet advertiser, is what data will be available? The popularity of internet advertising over print advertising is due in no small part to the fact that one has insight into data that has a very close correlation to profits. The less ROI guesswork, the better. Media and marketing companies like Multifamily Edge will be charged with the challenge of determining the direct effect that the iPad has on advertisers' bottom lines, and IMHO not everyone will stand a chance to gain.
Ok, that's not the way it really went, but I have since developed an awed respect for Apple. Everything they touch turns to gold. That's why I've chosen to take the bet against my husband who asserts the iPad will flop. I also defend the iPad because it seemed to be a magical response to my dream for a Kindle on which I could read magazines and newspapers on my way to work. (Don't worry, I don't mean while driving. I take the light rail.)
Magazines and newspapers are all excited because this opens the opportunity for them to charge consumers like me, making them less dependent on advertising dollars. How much they can charge is yet to be determined (The New York Times and Conde Nast seem to be leading the charge), but once consumers are paying the publication industry will, in my opinion, likely be revitalized. The iPod changed the music industry, and e-book sales have increased steadily since the release of the Kindle and its competitors.
Once consumers are back reading publications, advertisers will be back. The iPad and like tablets will create new opportunities for advertisers to reach their audience via digital publications. (And consumer publications, if they're smart, will find a new audience.) The question on my mind, as an internet advertiser, is what data will be available? The popularity of internet advertising over print advertising is due in no small part to the fact that one has insight into data that has a very close correlation to profits. The less ROI guesswork, the better. Media and marketing companies like Multifamily Edge will be charged with the challenge of determining the direct effect that the iPad has on advertisers' bottom lines, and IMHO not everyone will stand a chance to gain.
Tuesday, March 23, 2010
The Jumbo: Around the World in Internet Marketing
1. Google takes on China
In a bold move, Google has rerouted Chinese users to a website based in Hong Kong, evading the country's censorship of offshore web content. . . for now. The saga continues.
2. Korean company Danal mobilizes purchasing
Verizon wireless has partnered with Korean company Danal, Inc. to offer online purchasing by adding charges to consumers' phone bills. Does this new way of buying have the potential to become the new norm?
3. IE losing market share in Europe
Internet Explorer's market share is slightly but noticeably eroding in Europe after Microsoft introduced the "ballot screen" giving users a choice of browsers. Firefox seems to be gaining the most from the move, but Opera and Chrome are benefiting as well. Does IE provide an outdated experience?
In a bold move, Google has rerouted Chinese users to a website based in Hong Kong, evading the country's censorship of offshore web content. . . for now. The saga continues.
2. Korean company Danal mobilizes purchasing
Verizon wireless has partnered with Korean company Danal, Inc. to offer online purchasing by adding charges to consumers' phone bills. Does this new way of buying have the potential to become the new norm?
3. IE losing market share in Europe
Internet Explorer's market share is slightly but noticeably eroding in Europe after Microsoft introduced the "ballot screen" giving users a choice of browsers. Firefox seems to be gaining the most from the move, but Opera and Chrome are benefiting as well. Does IE provide an outdated experience?
The Mumbo: Everything I Need to Know, I Learned from Working at the Gap
The international focus today has reminded me of the semester I spent in France. I worked in retail at the time, and I remember being stunned at the difference in customer service. The interaction between a sales person and a customer in France was limited to "Bonjour" and "Au revoir" unless there was a sale, which would force the sales clerk to tell you the amount you owed.
Back in the states, I worked at the Gap, where we learned to follow GAP ACT: Greet, Ask Questions, Product Knowledge, Add-On, Close, Thank. The point was to get into a conversation with someone so that they could share with you their needs and you could help them by providing your expertise.
Not to date myself, but at the time no one was searching for clothing on the Internet before they stepped foot in the store. Now shoppers are much more informed. The "conversation" starts at the marketing level. Shoppers are asking questions on Google, Yelp!, Twitter, and gap.com. So the same rules apply to marketing:
1. When you hear a tentative "hello?" say "hello!" right back.
Having a website isn't enough - customers need to be able to find it. So buff up your SEO and SEM. Join the conversation on Yelp! and ApartmentRatings and encourage others to as well. After all, showing up is half the battle.
2. Define your customer's needs.
Ask questions by optimizing your search path. Whether the search path is on Google (where you need to make sure the keywords are relevant) or on your own site (where you need to make sure the search path is user-friendly), make sure you are listening to what questions are being asked and making it easy for the customer to tell you what they want.
3. Offer product knowledge.
The key to this step is offering product information that is relevant to the consumer. Make sure the search results match their query, and include content that matters to them. Rinse and repeat (further define needs, offer more relevant product knowledge).
3. Look for opportunities to upgrade.
Offering additional information/products/services once a customer has found what they want is appreciated so long as it is relevant. "Try this cute belt. It looks great with those jeans," is great. "Want some socks?" is rarely effective. In real estate, your customer may want options (this floor plan is similar but has a garage; this 3 bedroom is a great deal; this community is close but has a pool). Make sure the customer knows that if they do want a "belt,' they can get it from you.
4. Convert.
Once the customer has found what they want, confirm that it is a good choice for them, and close the loop. In internet marketing, this means get them to perform some action: buy/lease online would be great, but we can settle for making an appointment, requesting more information, or signing up for an online newsletter.
5. Thank.
Make sure you end the conversation actively, not passively. Make sure your customer knows you'll follow up with them. Make sure they know who you are (brand awareness)and how they can follow up with you.
Back in the states, I worked at the Gap, where we learned to follow GAP ACT: Greet, Ask Questions, Product Knowledge, Add-On, Close, Thank. The point was to get into a conversation with someone so that they could share with you their needs and you could help them by providing your expertise.
Not to date myself, but at the time no one was searching for clothing on the Internet before they stepped foot in the store. Now shoppers are much more informed. The "conversation" starts at the marketing level. Shoppers are asking questions on Google, Yelp!, Twitter, and gap.com. So the same rules apply to marketing:
1. When you hear a tentative "hello?" say "hello!" right back.
Having a website isn't enough - customers need to be able to find it. So buff up your SEO and SEM. Join the conversation on Yelp! and ApartmentRatings and encourage others to as well. After all, showing up is half the battle.
2. Define your customer's needs.
Ask questions by optimizing your search path. Whether the search path is on Google (where you need to make sure the keywords are relevant) or on your own site (where you need to make sure the search path is user-friendly), make sure you are listening to what questions are being asked and making it easy for the customer to tell you what they want.
3. Offer product knowledge.
The key to this step is offering product information that is relevant to the consumer. Make sure the search results match their query, and include content that matters to them. Rinse and repeat (further define needs, offer more relevant product knowledge).
3. Look for opportunities to upgrade.
Offering additional information/products/services once a customer has found what they want is appreciated so long as it is relevant. "Try this cute belt. It looks great with those jeans," is great. "Want some socks?" is rarely effective. In real estate, your customer may want options (this floor plan is similar but has a garage; this 3 bedroom is a great deal; this community is close but has a pool). Make sure the customer knows that if they do want a "belt,' they can get it from you.
4. Convert.
Once the customer has found what they want, confirm that it is a good choice for them, and close the loop. In internet marketing, this means get them to perform some action: buy/lease online would be great, but we can settle for making an appointment, requesting more information, or signing up for an online newsletter.
5. Thank.
Make sure you end the conversation actively, not passively. Make sure your customer knows you'll follow up with them. Make sure they know who you are (brand awareness)and how they can follow up with you.
Monday, March 22, 2010
The Mumbo: What Marketers Can Learn from Tiger
I recently heard a commentary on NPR about the difference in the way the media and the public treat athletes versus other celebrities. The contention was that we expect athletes to be moral pillars in spite of all historical evidence to the contrary. I told my husband and he had a different take. "You know what it all comes down to?" he said. "If you tell the truth, it's boring."
I've been married long enough that I am stingy with the two golden words "You're right," but this time I threw them out with abandon. Suddenly all of the stories came flooding back to me. Do you remember when Hugh Grant got caught with a prostitute? You may not, because he immediately went on a talk show, dressed humbly, acting modestly, and repentant. Did you know about the married California senator who was caught drunk with a guy he picked up at a gay bar? Maybe not, because he immediately held a press conference and came clean. The media and the public were bored with these stories almost as soon as they came out. On the other hand, I am guessing that you are familiar with the name Larry Craig.
Why do we treat some naughty celebrities differently than others? Spin control. It's the PR term for the life lesson I teach my kids: If you mess up, take responsibility, apologize, and fix it. Then it's no big deal. If you don't, well, you're in trouble.
So how does this apply to marketing (get to the point!)? Social media offers your customers a way to talk about you, which is fantastic when they have good things to say, but daunting when they have something negative to say. Unless you view it as an opportunity. Take responsibility, apologize, fix it. Then it's no big deal. It will even put you in better light than if it never came up at all. Don't be a Tiger. Be a Hugh.
I've been married long enough that I am stingy with the two golden words "You're right," but this time I threw them out with abandon. Suddenly all of the stories came flooding back to me. Do you remember when Hugh Grant got caught with a prostitute? You may not, because he immediately went on a talk show, dressed humbly, acting modestly, and repentant. Did you know about the married California senator who was caught drunk with a guy he picked up at a gay bar? Maybe not, because he immediately held a press conference and came clean. The media and the public were bored with these stories almost as soon as they came out. On the other hand, I am guessing that you are familiar with the name Larry Craig.
Why do we treat some naughty celebrities differently than others? Spin control. It's the PR term for the life lesson I teach my kids: If you mess up, take responsibility, apologize, and fix it. Then it's no big deal. If you don't, well, you're in trouble.
So how does this apply to marketing (get to the point!)? Social media offers your customers a way to talk about you, which is fantastic when they have good things to say, but daunting when they have something negative to say. Unless you view it as an opportunity. Take responsibility, apologize, fix it. Then it's no big deal. It will even put you in better light than if it never came up at all. Don't be a Tiger. Be a Hugh.
The Jumbo: Is Social Media Getting Creepy?
1. Foursquare corners a new form of social media
Foursquare (debuted at last year's SXSW) is the newest beauty on the social marketing scene. It allows you to "check in" at your location so that friends can find you and join you, connecting online social networking to offline social networking. It also allows marketers a very targeted audience.
2. Social media in the bedroom
Almost half of social media users check in at night or as soon as they wake up, and nearly a quarter check in if they wake up in the middle of the night. They also check when they're going to the bathroom and even when they are getting, um, intimate.
3. And the startup bus winners are. . .
My crazy aussie friend packed a bunch of people on a bus from San Francisco to Austin and charged them with starting up new businesses on the way. The results were social, altruistic, and maybe a bit creepy.
Foursquare (debuted at last year's SXSW) is the newest beauty on the social marketing scene. It allows you to "check in" at your location so that friends can find you and join you, connecting online social networking to offline social networking. It also allows marketers a very targeted audience.
2. Social media in the bedroom
Almost half of social media users check in at night or as soon as they wake up, and nearly a quarter check in if they wake up in the middle of the night. They also check when they're going to the bathroom and even when they are getting, um, intimate.
3. And the startup bus winners are. . .
My crazy aussie friend packed a bunch of people on a bus from San Francisco to Austin and charged them with starting up new businesses on the way. The results were social, altruistic, and maybe a bit creepy.
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