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.
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