It's been a while since I made a post, but in that time, several things have happened.
#1 - Completely off topic, but highly relevant to my life - I've dealt with a flooding basement. Our sump pumps failed and we discovered water seeping up from the floor. We've cleared out the basement, dried out the carpet, and have experts coming to fix it (again). This has been an ongoing time suck for the last few weeks.
#2 - I've read two very good books - What Would Google Do? and Ben & Jerry's Double-Dip Capitalism: Lead With Your Values and Make Money Too. I've got plenty to discuss, but have been organizing notes and separating topics rather than just busting into writing. Stay tuned for fabulous discussion ahead.
#3 - I've accepted a full-time position as a Marketing Specialist. Starting in July, I'll be a bit busier trying to actively navigate marketing, social media, communications, and advertising in my new role.
Thanks for reading, and keep your eyes peeled for more discussions relating to social media, marketing, innovative thinking, and values-led business principles.
June 26, 2014
June 5, 2014
Inbound Marketing Strategies
As part of my search for a marketing/communications position in central Minnesota, I attended Leighton Interactive's 100 proof happy hour at Marco today to learn more about inbound marketing. There were a few things that I think will be really helpful as part of any marketing strategy.
The most important thing that stood out to me was to have a quick personalized response to any call to action on a website. I think this is what has set Leighton Interactive and other good marketers apart from the rest. After a user puts in their information, a personalized email is automatically sent with more information or as a thank you. Then, the next step is to follow up in-person with that lead and try to close a deal. Here's where some businesses can fall apart. If you can get people to sign up, but you don't follow up, you've just wasted the effort made to get that contact. Personalized automatic responses and quick real-life follow up are important parts of an overall marketing strategy.
When I registered for the 100 proof happy hour, I immediately got a personalized email from the Managing Director at Leighton Interactive thanking me for registering. The morning of the event, I received another personalized email reminding me of the event. After registering, but before I was even at the event, I was made to feel important, and not part of a mass email reminder (although it was a mass email reminder). This is great marketing.
Another great strategy mentioned at today's event was to have multiple creators of content. It can be hard to keep coming up with ideas for useful content that people want to see, but multiple content creators can make things a little tricky. While this can be a useful strategy for some companies, in others, it might be more helpful to have a communications professional act as gatekeeper handling content made by contributors while working to keep the organization's voice, brand, and presence steady.
Finally, another useful inbound marketing strategy is to make sure to have a non-intrusive call to action on each page of new content that somehow relates to the content. For example, if writing a blog post about a new piece of technology, include a button at the bottom with "Would you like a technology assessment?" where site visitors can sign up and input their information. Follow that up with an automatic personalized email, a real-life follow-up with pertinent information, and then you're able to close the deal, make a new customer, and someone who will then become a promoter of your business and product/service.
The most important thing that stood out to me was to have a quick personalized response to any call to action on a website. I think this is what has set Leighton Interactive and other good marketers apart from the rest. After a user puts in their information, a personalized email is automatically sent with more information or as a thank you. Then, the next step is to follow up in-person with that lead and try to close a deal. Here's where some businesses can fall apart. If you can get people to sign up, but you don't follow up, you've just wasted the effort made to get that contact. Personalized automatic responses and quick real-life follow up are important parts of an overall marketing strategy.
When I registered for the 100 proof happy hour, I immediately got a personalized email from the Managing Director at Leighton Interactive thanking me for registering. The morning of the event, I received another personalized email reminding me of the event. After registering, but before I was even at the event, I was made to feel important, and not part of a mass email reminder (although it was a mass email reminder). This is great marketing.
Another great strategy mentioned at today's event was to have multiple creators of content. It can be hard to keep coming up with ideas for useful content that people want to see, but multiple content creators can make things a little tricky. While this can be a useful strategy for some companies, in others, it might be more helpful to have a communications professional act as gatekeeper handling content made by contributors while working to keep the organization's voice, brand, and presence steady.
Finally, another useful inbound marketing strategy is to make sure to have a non-intrusive call to action on each page of new content that somehow relates to the content. For example, if writing a blog post about a new piece of technology, include a button at the bottom with "Would you like a technology assessment?" where site visitors can sign up and input their information. Follow that up with an automatic personalized email, a real-life follow-up with pertinent information, and then you're able to close the deal, make a new customer, and someone who will then become a promoter of your business and product/service.
June 2, 2014
The Facebook Effect and Grassroots Mobilization
Last time, I talked about Twitter and grassroots mobilization, but I also want to examine Facebook's ability to support grassroots mobilization. David Kirkpatrick, in his book, The Facebook Effect, explained that this type of effect "happens when the (Facebook) service puts people in touch with each other, often unexpectedly, about a common experience, interest, problem, or cause" (7). In turn, "Facebook's software makes information viral" (7).
This capability was first noticed on a large scale after Oscar Morales started a Facebook group on January 4, 2008, called "Un Millon de Voces Contra Las FARC," or "One Million Voices Against FARC" (3). Columbians were tired of the tactics used by guerrillas of the Revolutionary Armed Forces of Columbia (FARC), but they were also afraid. To start or join a protest group using your real name and information, even virtually on Facebook, was a risk. But people were tired of living in fear. Thousands joined Morales' group and wanted to act. A protest with a national march was organized for February 4, 2008. By that day, 350,000 had joined Morales' Facebook group and approximately 10 million people in Columbia showed up to protest, with another 2 million worldwide (4-5). Clearly, Facebook had "alter[ed] the character of political activism" (15). The Facebook effect had begun.
Another early example of the mobilization power of Facebook also occurred in 2008 with a Facebook group called "Protect Your Bright Futures" (289). Florida state senator Jeremy Ring introduced a bill to the Florida state legislature that would redirect state scholarship funds from liberal arts students to math and science students. A University of Florida liberal arts student, Will Anderson, create the "Protect Your Bright Futures" Facebook group and invited 200 friends to join. Those friends invited more friends, and more and more people learned about the group, because "within 11 days the group had swollen to 20,000 members" (289). Then, Anderson received a call from Ring, who explained he had withdrawn the bill. As Ring told the South Florida Sun-Sentinel, "You can't ignore 20,000 people" (289).
Think Big Topeka is another example of Facebook's power to mobilize. Google announced they would be testing ultra-high speed broadband in trial locations, and the people of Topeka, Kansas wanted in. A Facebook group was formed, a traditional website was launched, and a media blitz followed, including flash mobs videotaped and broadcast on YouTube as well as the mayor of Topeka renaming the city to "Google" for the month of March 2010. In response, Google, in its usual April Fools Day joking fashion, renamed themselves to Topeka for the day.
This capability was first noticed on a large scale after Oscar Morales started a Facebook group on January 4, 2008, called "Un Millon de Voces Contra Las FARC," or "One Million Voices Against FARC" (3). Columbians were tired of the tactics used by guerrillas of the Revolutionary Armed Forces of Columbia (FARC), but they were also afraid. To start or join a protest group using your real name and information, even virtually on Facebook, was a risk. But people were tired of living in fear. Thousands joined Morales' group and wanted to act. A protest with a national march was organized for February 4, 2008. By that day, 350,000 had joined Morales' Facebook group and approximately 10 million people in Columbia showed up to protest, with another 2 million worldwide (4-5). Clearly, Facebook had "alter[ed] the character of political activism" (15). The Facebook effect had begun.
Another early example of the mobilization power of Facebook also occurred in 2008 with a Facebook group called "Protect Your Bright Futures" (289). Florida state senator Jeremy Ring introduced a bill to the Florida state legislature that would redirect state scholarship funds from liberal arts students to math and science students. A University of Florida liberal arts student, Will Anderson, create the "Protect Your Bright Futures" Facebook group and invited 200 friends to join. Those friends invited more friends, and more and more people learned about the group, because "within 11 days the group had swollen to 20,000 members" (289). Then, Anderson received a call from Ring, who explained he had withdrawn the bill. As Ring told the South Florida Sun-Sentinel, "You can't ignore 20,000 people" (289).
Think Big Topeka is another example of Facebook's power to mobilize. Google announced they would be testing ultra-high speed broadband in trial locations, and the people of Topeka, Kansas wanted in. A Facebook group was formed, a traditional website was launched, and a media blitz followed, including flash mobs videotaped and broadcast on YouTube as well as the mayor of Topeka renaming the city to "Google" for the month of March 2010. In response, Google, in its usual April Fools Day joking fashion, renamed themselves to Topeka for the day.
While Topeka ultimately did not make the cut for Google's test group, the initial grassroots effort spawned and revived other local community groups in Topeka, helping to mobilize and organize people committed to the betterment of Topeka (Kirkpatrick).
As Kirkpatrick explained, "Facebook has now become one of the first places dissatisfied people worldwide take their gripes, activism, and protests" (290). And it seems to be working, probably because Facebook's "viral communication tools enable large numbers to become aware of an issue and join together quickly" (290).
In some countries, the Facebook effect is starting to affect the processes of democracy itself (15). Facebook gives power to the people, and some governments are running scared. In 2009, after activists began using Facebook to organize, Facebook was blocked by the Chinese government, although a partial unblock in 2013 was reported. Other countries such as Syria, Iran, and Bangladesh have blocked Facebook as well.
But does one click of the mouse convey true conviction and support for a cause? Three political scientists from the University of California attempted to answer that in 2009 in a paper called "Facebook Is...Fostering Political Engagement: A Study of Online Social Networking Groups and Offline Participation" (292-293). The scientists correlated membership in Facebook political groups with real-world involvement and found that "membership in online political groups via the Facebook platform encourages offline political participation" (293).
It's well-known that Barack Obama's presidential campaign in 2008 used Facebook and social media to organize and empower voters, especially young voters. It was this mobilization of young, previously politically inactive voters that helped lead him to victory.
Within the last week, Facebook was used to help track down a kidnapped infant. A newborn was stolen from a maternity ward and the baby's father issued a plea for help along with a description of the vehicle on Facebook. Four people saw the post and decided to search for the vehicle, and later saw a picture of the suspect disguised as a nurse. One of the four recognized the suspect as a former neighbor, went to the person's house, saw a vehicle matching the description, and alerted police, who found the baby. The entire ordeal was over in less than 3 hours, thanks to Facebook. (http://www.nbcnews.com/news/world/facebook-users-help-reunite-abducted-baby-mom-just-three-hours-n116111)
Facebook can unite and mobilize people for all kinds of causes. Whether you want to bring back your favorite T.V. show from cancellation, find a missing person, or show your disgust with an organization, using Facebook, you can probably find a lot of people who agree with you, or will at least click that they do. Just like petitions, protests, and marches in real life, if you can gather enough people, others will start to pay attention, too.
May 27, 2014
Twitter, Tweeting, and Finding My Voice in the Conversation
As I mentioned in a previous post, Twitter serves as a news force in real time. But Twitter's greatest power may be in grassroots mobilization. David Lee King, in Face2Face: Using Facebook, Twitter, and Other Social Media Tools to Create Great Customer Connections, referred to the example of Berkeley journalism grad student James Karl Buck, who was jailed in Egypt for taking photos of a demonstration. After his arrest, Buck quickly Tweeted "Arrested." Buck's followers then called the United States Embassy and his college, with the latter hiring an attorney for Buck, who was then swiftly released (see Mallory Simon's "Student Twitters His Way Out of Egyptian Jail" at http://www.cnn.com/2008/TECH/04/25/twitter.buck/index.html?eref=onion).
What's also interesting about this is that Simon's article from April 2008 had to explain what Twitter was. Twitter came out in 2006, so it was still a new phenomenon in 2008, and arrested student Buck had only learned how to Tweet the week before his arrest. Of course, since then, millions of Tweets have been sent, using Twitter for organizing protests and demonstrations, most notably during the Tunisian and Egyptian revolutions in early 2011 (http://www.theglobeandmail.com/news/world/americas/september-11/twitters-influence-on-the-arab-spring/article2135272/).
People have Tweeted breaking news and events. Tweets arrive asking for help and giving information during disasters and riots. Web-ranking service Alexa cites Twitter as the #9 site on the web. All this, and yet I have stayed away from Twitter. As an English nerd, I find 140 characters slightly restrictive, as I can go on and on about a topic (case in point: this blog). I've never really felt the need to Tweet. With the Burkean concept of an already ongoing conversation and me just joining the room, what could I have to say that would be important that hasn't already been said or will be said? I've had some trouble finding that voice.
I resisted Facebook at first, too. In college in 2006, many were joining the growing social network, but I resisted, cautious of my online presence. Finally, in Fall 2007, a classmate convinced me, and there was no turning back. I believe it will be the same with Twitter, as I have finally joined the conversation. Follow me at @alexasandbakken as I begin to find my voice and contribute to the ongoing global discussion.
What's also interesting about this is that Simon's article from April 2008 had to explain what Twitter was. Twitter came out in 2006, so it was still a new phenomenon in 2008, and arrested student Buck had only learned how to Tweet the week before his arrest. Of course, since then, millions of Tweets have been sent, using Twitter for organizing protests and demonstrations, most notably during the Tunisian and Egyptian revolutions in early 2011 (http://www.theglobeandmail.com/news/world/americas/september-11/twitters-influence-on-the-arab-spring/article2135272/).
People have Tweeted breaking news and events. Tweets arrive asking for help and giving information during disasters and riots. Web-ranking service Alexa cites Twitter as the #9 site on the web. All this, and yet I have stayed away from Twitter. As an English nerd, I find 140 characters slightly restrictive, as I can go on and on about a topic (case in point: this blog). I've never really felt the need to Tweet. With the Burkean concept of an already ongoing conversation and me just joining the room, what could I have to say that would be important that hasn't already been said or will be said? I've had some trouble finding that voice.
I resisted Facebook at first, too. In college in 2006, many were joining the growing social network, but I resisted, cautious of my online presence. Finally, in Fall 2007, a classmate convinced me, and there was no turning back. I believe it will be the same with Twitter, as I have finally joined the conversation. Follow me at @alexasandbakken as I begin to find my voice and contribute to the ongoing global discussion.
May 21, 2014
Re-intro
Consider this a quickie to get you up-to-date on my education and career. In May 2010, I received my Bachelor of Arts degree in English and Communication Studies. I attended St. Cloud State University from August 2010 to May 2012 and then received my Master of Arts in English - Rhetoric and Writing with a Professional Communication emphasis. Two days after commencement, I had an interview for a new position as a Web Content Editor, and two days later, they offered me the job. For my full resume and samples of my work, please visit http://alexasandbakken.com.
In April 2014, I separated from that employer about six weeks short of two years, and have been back in the job hunt. Since then, I have worked a four-hour temp job as a Receptionist, and am now halfway through a four-week temp job in a newly created position as a Receptionist in the Service department of a car dealership. During these six-hour shifts, I answer between 35-65 calls, leaving me with time to do a little reading on some of my favorite topics - social media and marketing.
Since this is a blog about life after college (and then after college again), I hope my experience will help others. Whether you're in school, looking for work, looking for a career change, or settled into a job, it's important to understand that job changes occur frequently. After all, according to the Bureau of Labor Statistics, the average number of jobs held between the ages of 18-46 is 11.3, at least for baby boomers, anyway (http://www.bls.gov/nls/nlsfaqs.htm#anch41). I may not be a baby boomer, but so far, since age 18, I've had 12 jobs in 12 years, with several overlapping during my 6 years of college. What I'm looking for at this point is not just a job, but a career, hopefully with a values-based organization making a difference not only in the lives of its employees, but in the community and central Minnesota as well. I believe that if you can find an employee with the values that match your company's, and who has the education and experience, you will both succeed. If your company has not taken a public stance on social, political, or environmental action, perhaps now is the time to consider how your company can make the world a better place just by changing or becoming aware of the social and/or environmental impacts of the things you already do, purchase, or produce. Small changes can make a big difference.
Over the next few posts, I'll be giving my thoughts on several Internet/social media/marketing and business books I've read recently. The Internet has proven itself as the medium for change, and for news. Just yesterday, I discovered through friends' postings on Facebook from 2:46 p.m. and on that Minneapolis will be hosting the 2018 Super Bowl. Traditional news just can't keep up, as the brief radio news tidbit I heard at 7:20 a.m. this morning announcing the same thing was about 16 1/2 hours behind. If I'd been on Twitter, I'm sure I would have seen it about the same time as I did on Facebook, probably even sooner. As Kate Bussman showed in her book, A Twitter Year: 365 days in 140 characters, Twitter is the quickest news force on the Internet today. Join me next time as I finally join the Twitterverse.
In April 2014, I separated from that employer about six weeks short of two years, and have been back in the job hunt. Since then, I have worked a four-hour temp job as a Receptionist, and am now halfway through a four-week temp job in a newly created position as a Receptionist in the Service department of a car dealership. During these six-hour shifts, I answer between 35-65 calls, leaving me with time to do a little reading on some of my favorite topics - social media and marketing.
Since this is a blog about life after college (and then after college again), I hope my experience will help others. Whether you're in school, looking for work, looking for a career change, or settled into a job, it's important to understand that job changes occur frequently. After all, according to the Bureau of Labor Statistics, the average number of jobs held between the ages of 18-46 is 11.3, at least for baby boomers, anyway (http://www.bls.gov/nls/nlsfaqs.htm#anch41). I may not be a baby boomer, but so far, since age 18, I've had 12 jobs in 12 years, with several overlapping during my 6 years of college. What I'm looking for at this point is not just a job, but a career, hopefully with a values-based organization making a difference not only in the lives of its employees, but in the community and central Minnesota as well. I believe that if you can find an employee with the values that match your company's, and who has the education and experience, you will both succeed. If your company has not taken a public stance on social, political, or environmental action, perhaps now is the time to consider how your company can make the world a better place just by changing or becoming aware of the social and/or environmental impacts of the things you already do, purchase, or produce. Small changes can make a big difference.
Over the next few posts, I'll be giving my thoughts on several Internet/social media/marketing and business books I've read recently. The Internet has proven itself as the medium for change, and for news. Just yesterday, I discovered through friends' postings on Facebook from 2:46 p.m. and on that Minneapolis will be hosting the 2018 Super Bowl. Traditional news just can't keep up, as the brief radio news tidbit I heard at 7:20 a.m. this morning announcing the same thing was about 16 1/2 hours behind. If I'd been on Twitter, I'm sure I would have seen it about the same time as I did on Facebook, probably even sooner. As Kate Bussman showed in her book, A Twitter Year: 365 days in 140 characters, Twitter is the quickest news force on the Internet today. Join me next time as I finally join the Twitterverse.
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