Archive for July, 2008
Written by Mhairi Petrovic, July 31st, 2008
Recent articles in the Vancouver Sun highlight the growth in popularity of social networks as a means for disgruntled consumers to get back at corporate giants and even smaller businesses like the one in the coffee debacle.
Wednesday’s article about Telco customers using Facebook to bite back at Bell and Telus and June’s article on Gas Tax protest numbers soar on Facebook both showcase how these mediums are quickly catching on as a means by which the ordinary person on the street can have their say. They depict dire results for companies.
Rather than a threat, I look on these forums as an opportunity for companies to do vital research. Gripe groups provide a vital pulse on customer sentiment. Every company should be constantly monitoring the Internet and social media forums like blogs, microblogs and social networks to hear whats being said about their company or industry in these forums.
The more consumers gripe the better – its the perfect way for companies to find out what people like and don’t like about aspects of their product or service and to make it better.
Traditionally organisations have expended substantial sums to research their target audience using focus groups, surveys and questionnaires. Now there’s data available for free online. Granted the flow of gripes may not be controlled in the same way a focus group or survey would be but you cannot ignore the value of this information.
Use Google alerts, regular searches (on different search engines) and tools like Tweet Scan to monitor these forums and keep an ear to the web for what is being said. By doing so you will have the opportunity to act quickly to respond to adverse criticism and you will gain great insights into your customer opinions so that you can improve your offering.
Written by Mhairi Petrovic, July 30th, 2008
Its that time of the month again. Time to look back and recap on new media developments. Here are links to our favorite finds of the month:
Fresh Start Recycling – not only an online wonder using blogging, blog PR and social media to spread the good word, this Vancouver company gets rid of your junk (both home and domestic) and recycles as much as possible.
Sphinn – is a great forum to find Internet marketing news and to participate on related forums, its a great source for whats new in the industry.
Easy Tweets - I found this where else but on Twitter. It allows you to manage mutliple Twitter profiles in one central place. Very handy for social media marketers.
Xobni – I am ever on the lookout for ways to keep organised and love the concept of Xobni as a tool to help me keep my in box efficient.
Yelp – had a good meal and want to rave or had a bad spa experience and want to rant, then you need to Yelp.
Loopt – the concept seems a bit wierd (I am not sure if I want everyone to know where I am and what I am doing via maps on their phones) but Loopt will probably catch on.
Written by Mhairi Petrovic, July 29th, 2008
Making your blog attractive is paramount to pleasing your audience, attracting repeat visitors and in keeping their attention. One way to make your blog more user friendly is to add some eye candy to the site. By adding images to blog posts users have a fresh perspective – something new to look at each time they return.
Adding images is relatively easy. Simply go to one of the on-line galleries (those I use most often are outlined below) locate the right pic and upload it to your post.
istock photo
everystock photo
stock xchng
getty images
Flickr
Its common blog etiquette to mention the artist in your post and link back to them just as you would do for written work. Many of the sites that allow you to download free images also make it mandatory to contact the artist in advance to request their permission to use the image.
To add images from WordPress, simply click on the “Add Image Button” (looks like a picture frame at the top left of the text box). You have two choices – which you pick will depend on the source of the image. If you have an image saved to disk then click “Choose files to Upload” locate, select and position the image. If you have located an image online then enter the details in the “From URL” form. Et Voila, your picture is front and centre.
Which leads me to why there aren’t more images on this blog. My posts are often spontaneous and I don’t have time to find an image a week in advance – I simply don’t blog that far ahead. I also like images to have relevance and don’t always have time to do a spontaneous search for appropriate pictures. The one above is from my recent trip to Paris -its about as relevant as any of the free images I found online searching for “blog”. But I digress. I’ve found that some WordPress plugins play havoc with image uploads too.
So why bother with images at all? Because they do give a certain newness to a site: when someone returns to the blog there’s something different to catch their eye. Images make blogs more attractive and they also provide a valuable opportunity to link back to your site (the more links you have the better in terms of search ranking). So it might be worth the effort. Note to self – add more images.
Written by Mhairi Petrovic, July 23rd, 2008
Those of you active in the blogosphere (or who read the daily rag for that matter) will no doubt have heard about the great coffee debacle that unfolded after a customer was refused espresso over ice in a Virginia coffee house, Murky Coffee, because its not their policey to do so.
There’s a few of lessons to be learned here by any company intending to use blogging to further their marketing activities.
Be on the ball – always monitor the Internet and blogosphere for mentions of your company. Google alerts is a great way to do this. That way if someone has something to say, you are in a position to respond in a timely matter (unlike Tim Hortons which displayed “head firmly stuck in the sand” behaviour until the news of waywardly employees hit traditional media funnels). By doing so you have the opportunity to respond and state your side of the story in the public forum showing attention to customers service and proving integrity.
Be Ready – In the web 2.0 world any company and anything is fair game for commentary both positive and negative. You have to expect that not everything thats going to be said about you or your organisation is going to be positive and you must be ready to stand up and fight. The coffee shop in question did a great job (up to a point) by stating their policy (i.e. we don’t serve espresso over ice) and by substantiating that (because it ruins the taste of the coffee).
Be respectful – alas neither the blogger nor the coffee shop were as respectful as they could have been, using profanity and threats to slag each other off in a public forum. Not good – especially for the coffee shop (I would think twice about going there – I like great coffee but don’t need the abuse) but then I may just try it out out of interest… Which leads me to:
Its Great Publicity – when story like this hits, it provides great publicity, drives awareness to new audiences and creates a huge spike in traffic to your site and to your business itself. Be ready for it and the ensuing downtown as the wave moves on to the next news of the minute. If you feel like you’re in the eye of the storm, don’t worry – it will soon pass.
Take Advantage – build on the new contacts made through comments, blog mentions and forum comments to develop more links to your site and thus create a long term, quanitifable benefit. By following up and establishing rapport with those who comment on your site or post a blog on the issue you will serve to increase traffic to your site.
I wonder what the next great debacle to play out on the Internet will be.
Written by Mhairi Petrovic, July 21st, 2008
In follow up to my last post I wanted to provide some guidelines to bear in mind when networking on-line. Here are a list of things you should never do in these forums as they will be detrimental to your efforts.
1. Avoid posting nude or inapropriate photos or vids of you or others.
2. Check your profiles regularly to make sure others haven’t posted inappropriate images or other material. If they have then delete them.
3. Avoid profanity, swearing and rudeness. Its not professional.
4. Don’t tell lies or fabricate information or you’ll likely get caught out. There’s always someone out there who knows you and who could call you on it.
5. Ignore privacy controls – every social network has privacy settings, use them accordingly to manage who sees what.
6. Plagiarise – don’t do it, be original – it will be much more interesting for your audience.
7. Don’t be overly narcissistic. Who cares what colour your socks are or what you had for breakfast?
8. Don’t try to participate in every forum – you won’t get anything else done for social networking. Focus on those which offer the most benefit.
9. Don’t spam people. On Twitter I immediately delete anyone who tries to direct sell to me – thats not what the social network is for.
10. Don’t inundate people with unwanted guff: Facebook apps are the worst. I don’t add anything to my Facebook profile that takes me away from the site or worse, spams me.
Written by Mhairi Petrovic, July 18th, 2008
These days developing relationships online is as important to growing your business or reputation as networking in the real world. The Internet is a great way to expand your horizons and get to know new and influential contacts.
1. Don’t try to network in every Internet networking hub out there. Choose those where you get the biggest impact (i.e. those that your existing contacts already use, those that reflect your target audience, or those most applicable to your niche). The most popular are LinkedIn (Professional Network), Facebook (fastest growing), MySpace but there are many networks that are industry or job specific too so take time to check them out.
2. Leverage existing on-line networks to grow new ones. I recently used my MySpace profile to promote my Twitter account and add more contacts in that forum
3. Promote your activity in your chosen forums by including it in business cards, profiles and on your website.
4. Use widgets. Most of the social networks allow you to widgetize a link to your profile. Add this to your site, blog etc and include widgets for other networks in your networking profiles.
5. Always remember to be professional in these forums – ask the Granny question and make sure your content is appropriate to your professional standing.
6. When you meet new contacts in the real world find then on-line and add them to your networks.
7. Trawl the friends of your friends and contacts and add those you know or those gurus in your business.
8. Don’t spread yourself over to many networks or allow them to suck up your time. Schedule it into your day.
9. Join groups. Facebook and LinkedIn both offer groups. Join applicable ones and gain access to more people in your field.
10. Participate in the right forums.
11. Ask questions and use your status to attract news contacts.
Written by Mhairi Petrovic, July 15th, 2008
I often get asked my advice on the blog versus newsletter question. That is – should a company have a corporate blog or should they send out a newsletter instead? My answer is always the same: do both!
A blog and a newsletter are two distinct tools with different attributes, each suited to a different audience and useful for building awareness in distinct forums.
A newsletter is best used to keep in touch with those you’re already have an established relationship with such as clients, prospects, partners and so on. Its a great way to keep your company fresh in their mindset and remind them of what you do.
A blog on the other hand is better for getting the word out to an untapped audience. Blogging allows you to introduce your core services or products to a wider audience whilst reaching your customer and contacts if they so choose. A blog has the added bonus of building links and increasing traffic.
There’s another key difference between the two and that is that one is push the other pull. A newsletter pushes out your announcements and news to the audience whether they like it or not (which is why its best for existing relationships otherwise it risks being spammy). A blog on the other hand is a source of information that people choose to go to to read or subscribe. Its less intrusive and has more buy in (and therefore is more likely to be read).
If you are asking this question because of limited funds and have to make a choice, first consider where you’ll get the most bang for your buck. Existing customers are far easier to build business with (assuming you did a good job first time round) than folks you don’t know so if you have a lot of those go the newsletter way. But if you are starting from scratch trying to grow a new business and establish your website a blog is the way to go.
Written by Mhairi Petrovic, July 10th, 2008
A blog is a place on the web where individuals or companies can regularly post information, ideas and commentary. Many people associate blogging with personal web pages or on line journals where people spout about their lives and experiences. Its true, theres a personal blog out there on any subject you care to mention but blogging is by no means limited to the narcissists among us. With over 50% of Canadians using blogs regularly, its not surprising that companies are taking note and using this technology to benefit their business.
The way that companies use blogs will vary according to the corporate culture, the market they are in, their intended audience and what they want to achieve. Here are some of the ways companies are taking advantage of blogging:
- Increase Brand Awareness – adding a blog and updating it regularly allows companies to reach a wider audience and extend their brand to markets they might not otherwise reach.
- Establish Expertise – many small to medium sized companies use blogs to prove to interested parties that they are knowledgeable in their area of expertise.
- Enhance Customer Service – a blog is the perfect medium to communicate service or product messages to your customers and partners or to allow customers and users to share tips and advise each other.
- Research – blogs provide an invaluable research tool that enables companies to monitor the buzz in their industry and to gauge what is being said about their products or services.
- Visibility – a blog is a great way to present your companys unique offering and to spread the word that youre out there and open for business.
- Open Communication Channels – a blog is dynamic: a 2 way street – its the perfect forum to communicate with key players in your industry.
- Enhanced Search Engine Positioning – Internet search engines like web pages that are updated regularly so by adding a blog to your web site and posting often, your page will go up in the rankings and your site will attract more traffic.
- Networking- by publishing a blog you are presenting yourself as an expert in the field you chose to blog on. If your blog is insightful it will help you establish your company within its peer group building trust within the community and in turn bringing trusted contacts that will help you expand your network.
- Lead Generation – both commenting on the blogs of others in your industry and having your own corporate blog can generate leads for your organisation but beware: the hard sell is a taboo in the blogosphere.
Getting up and running with a blog is relatively simple: it doesnt need to cost that much and anyone can do it (given a little time and effort). With blogging software and a server you can be off to the races in no time at all but before you start, consider what your goals are and what you are trying to achieve in order to be effective.
Written by Mhairi Petrovic, July 08th, 2008
If you have listened to our latest podcasts you might have noticed something. We’re getting much better at it! Finally, all of the trial and errors embarking on our podcast adventure are beginning to pay off. Here are some of the podcasting best practises we have learned on our journey so far.
- Get good equipment – make sure its all compatible and easy to use. You’ll need podcast editing software, a recording device and a place to post.
- Record in a quiet place – there’s nothing like a baby crying in the background to put your audience off.
- Be prepared – a podcast should be natural and in the moment but it doesn’t harm to be prepared upfront with a list of topics to discuss.
- Streamline the process as much as possible – avoids having to have too much time editing and manipulating.
- Keep it short – that way you avoid having a colossal file to upload to your server.
- Promote your Pod in all the right places. Do it separately from your blog or site to build links and remember to submit it to iTunes.
- Interview industry experts and vary the topic but try to keep within your chosen theme.
- Don’t get cocky. Don’t assume everything is going to go right just because it did last time. Be prepared for curved balls. Do a sound check to make sure your equipment is recording and the sound is good.
Written by Mhairi Petrovic, July 03rd, 2008
The evolution of the Internet brings new ways to reach your target audience, build brand awareness and develop business. Here are some simple ways the you can take advantage of Web 2.0 technology to grow your market on line.
1. Add a blog to your site – you can start blogging today using WordPress or Typepad. Blog to establish your expertise and increase traffic. Be sure to include a comments section for readers to give feedback.
2. Use a photo site like Flickr to show case your talents – especially if your focus is visual arts. Link these back to your web site and include in other forums – the more people who see your work the more interest you will get.
3. Add a Skype link so that people can contact you by phone and over the Internet making it easier for them to do business with you.
4. Use widgets to get your audience interacting. Participation increases return visits and makes your site more sticky. Examples include easy to use poll widgets (PollDaddy) and traffic counters (Alexa).
5. Use video clips to enhance customer service and post them via YouTube to reach more people.
6. Consider Podcasting your expertise but read our New Experiences in Podcasting blog posts first to learn from our mistakes.
7. Use wiki technology like PBWiki to facilitate collaboration both within and out with the organisation.
8. Sign up and start using a professional or social network like LinkedIn or Naymz but choose wisely by considering where your prospects are most likely to hang out on-line.
9. Consider using a book marking site like Ma.gnolia to share your web discoveries and favorites, to further establish your niche and to network with like minded counterparts.
10. Provide links to all of the above on your site to make your company even more accessible in these forums.
