Don't Serve Garbage On a Silver Platter

August 24th, 2010 § 0 comments § permalink

Delivering business results through the online social space cannot be accomplished without being genuine. It’s only a matter of time before your real intentions and objectives are revealed.

It doesn’t take a genius to distinguish between the scents of genuineness and the stenches of garbage. Online users are extremely savvy and intelligent. There is an inherent level of transparency within the digital. If you’re online, do it right from the start. Set out to build lasting relationships.

Here’s a simple takeaway: Be real. Be honest. Don’t serve garbage on a silver platter – you’re only kidding yourself.

Quantity is Not Quality – Online Users & The Quality of a Click

June 14th, 2010 § 0 comments § permalink

What does concrete data really say about the quality of a click. How can we measure the quality of concrete data to better understand online users within our communities?

If 500 individuals “like” a post or a page, it is simply 500 individuals who clicked the “like” button. We can assume if the number is high, then the probability of a genuine click is higher. But this does not necessarily provide us with a clear picture of the quality of the clicks and users.

I’m not sure that we can effectively track social media efforts, yet. This might be one of the reasons why companies across the globe are having a difficult time justifying cutting their ad dollars out of traditional media to fuel social media. But, if social media efforts were brought to a halt at a brand that currently utilizes online social channels, there would be a measurable dent in their bottom-line, even thought we can’t track the upfront efforts.

Looking at hard data is a classic quantitative approach. And there’s always validity with numbers. But, how do we measure the quality of the data? Certainly we can make educated interpretations of the data, but this will not give us a true understanding of the quality of our users, followers or community.

I’m a firm believer in numbers and concrete data. Numbers cannot lie. But numbers are representative of quantity, and not of quality.

(A response & dialogue to Mitch Joel’s post on The Almighty Endgame Of Marketing on Six Pixels of Separation)

Unknown Color Theory

June 1st, 2010 § 0 comments § permalink

The most commonly known and considered aspect of color:

  • Chroma – The actual color. We simply refer to this aspect as color. When people talk about matching, they’re referring to this aspect.

The least considered aspects of color:

  • Value – The lightness and darkness of a color; tints and shades.
  • Temperature – Whether a color is cool or warm, and yes a blue can be warm or cool.
  • Intensity – The vibrancy of a color.

The unknown, and crucially important, aspects of color:

  • Distribution – The location of color, where the color is used and the proximity of a color to other colors. The nature and personality of a color can drastically change when it’s location is changed.
  • Quantity – The amount of a color used. Large amounts of red will be perceived differently than red used as an accent.

Social Media "Follow Us" Basics

March 18th, 2010 § 0 comments § permalink

We’ve been noticing major and minor brands utilizing Social Media as part of their online marketing initiatives. To include these non-traditional marketing approaches is good. The way it is executed is not good. Why would someone click the Facebook or Twitter link on a page with a “follow us” call to action?

There is nothing in it for the customer!

Simple Solution: Include incentives like

  • Exclusive Deals to the Online Community
  • Promotion Announcements
  • New Products/Services Announcements (PR)

Give your future customers a good reason why they should invest the time and make you part of their world.

Customer Service, The New Strategy

March 18th, 2010 § 0 comments § permalink

What happened to great Customer Service?

Shift your efforts (and keep them there).

Whether you know it or not and whether you like it or not, the phrases or philosophies of “customer experience,” “voice of the customer” or even the back office concept of “retention” are going to become beyond critical in your corporate lexicon. Learn them or else. Master them and you might just separate yourselves from your competitors at a pace never imagined or seen before. Read the full article here!

New Zealand Book Council: Going West

December 20th, 2009 § 0 comments § permalink

And Falling Bears, Oh My!

December 8th, 2009 § 0 comments § permalink

Your flight has an impact. Plane Stupid’s new cinema ad, written and commissioned by creative agency Mother and made by production company Rattling Stick. Director Daniel Kleinman. Brief: We wanted to confront people with the impact that short-haul flights have on the climate. We used Polar Bears because they’re a well understood symbol of the effect that climate change is having on the natural world.

Big Brand Moves Media Budget All Digital

July 31st, 2009 § 0 comments § permalink

Southern Comfort had spent nearly $8 million last year on traditional marketing – TV and Print. Now, their entire budget has moved online; facebook, hulu, etc. Pretty impressive to shift funds without partiality.

What’s more interesting is what did an alcohol brand see online that attracted them enough to completely slash their traditional advert budgets in favor of the digital?

Read the full article at AdAge

Selling Taste Visually

July 12th, 2009 § 0 comments § permalink

How many times have you looked at an entrée platter, or a piece of a dessert and said to yourself “that looks good”. Think about this. How can something that appeals to our taste senses, all of a sudden appeal to the sense of sight?

It’s not that difficult to understand that our experience, whether with a food, clothing, or a person is first visual – then the other senses are engaged (smell, touch, etc.).

Develop a product’s packaging from the perspective of it’s actual attributes (taste, smell, touch, etc.). Allow these attributes to shape the product’s packaging. It is true, a product’s packaging is a promise of what’s inside.

Doctors Not Confident in Their Healthcare Service?

March 19th, 2009 § 0 comments § permalink

There’s an increasing number of health care providers who are essentially giving no option for their patients but to keep silent and not post any negative remarks on the Internet pertaining to the doctor.

If you offer a quality service, regardless of the industry, you can be confident that the experience you offer is a positive one. If a health care provider is concerned about patients posting negative remarks online, then simply provide a service with excellence.

If a doctor is forcing their patients to sign a silence order, I would question the quality of the doctor. Typically, one is concerned about negative feedback when the services offered are not at their best.

Secondly, this is an issue of freedom-of-speech. If my experience at a health care facility was a negative, my family and friends would appreciate to know prior to getting care.

This is basic Word of Mouth Marketing. Word of Mouth is the most effective way, and trusted way to build business. Those doctors that are silencing their patients are only hurting their business… unless they are offering horrible services.

For further reading:

Doctors Demanding Online Silence by Jane Akre
Online ratings are actually good for hospitals and doctors
by Christopher Boyer
Docs Seek Gag Orders to Stop Patients’ Reviews by ABC, Lindsey Tanner