Marketing is changing rapidly. It’s not sufficient to have a website, nor even a social media account. A facebook page is no more a marketing strategy than a telephone is communications strategy.
Here are some of the concerns that your organization needs to prioritize this upcoming year.
INFLUENCERS is a short documentary that explores what it means to be an influencer and how trends and creativity become contagious today in music, fashion and entertainment.
The film attempts to understand the essence of influence, what makes a person influential without taking a statistical or metric approach.
Written and Directed by Paul Rojanathara and Davis Johnson, the film is a Polaroid snapshot of New York influential creatives (advertising, design, fashion and entertainment) who are shaping today’s pop culture.
Sometimes, people new to social media don’t understand the difference between Facebook and Twitter. This is a relatively simple thing, but the consequences of misuse can have serious implications for your brand.
Too many people treat Facebook like Twitter — frequent status updates, posting multiple times a day. The consequences not only mean that, because they don’t understand Twitter, they are missing out on conversation, website traffic, and outreach to potential new leads, but it also means that they might be upsetting and annoying their existing Facebook fan base. This will result in losing fans, potential customers, and even potentially cause negative word-of-mouth. This is one of the basic reasons why it’s important to have professional community management and an open organizational structure that takes advantage of the Groundswell.
Here are one person’s comments/summary. We concur:
-Waning interest in the brand
-Complaints about the information offered on fan pages w
-Posting too often or posting uninteresting information
Brands need to focus on content strategy and community management if they want to see healthy, active and engaged communities!!
“Digital first, print last” is the mantra of John Paton, Journal Register CEO and co-founder of impreMedia. Paton says as long as a print mentality dominates a newsroom, media outlets will never be able to fully embrace the demands of online.read more...
In this short animation, the BTBuckets team explain, using a day-to-day example, the importance of using Behavioral Targeting and Segmentation on Websites. The conclusion: if you provide your guests (website visitors) with the food (content/design) they like, they will come to your party (become your customers) instead of going to your neighbors’ parties (competitors’ websites).read more...
For philanthropic and non-profit organizations, they are struggling. Funding is down and changing communication channels have made them increasingly irrelevant. However, in a recent op/ed in the Jewish Exponent, The Cline Group’s Josh Cline lays out several tips and suggestions for how to remain relevant.
Read the whole article here, but below are some highlights:
There is a crisis in the nonprofit world today as technological change and social media have become mainstream, and the financial crisis has wiped out the wealth of many organizations’ traditional donors.
Continued success requires new planning to reach key audiences. Proper planning pays off, especially when your large donors are spread too thin, and the digital divide means that the nonprofit may not have the knowledge to engage with the 20- to 45-year-old professional.
This is not your future challenge; this is today’s reality. While you may have a lofty history, a 25-year-old MBA is creating a new social startup with the cell phone because you are not reaching out or being relevant. To be successful today, you need to be where your audience is — or you will not be around tomorrow.
Instead of sending an e-mail or picking up the phone, people send messages on Facebook and post pictures on Twitter. When donating, it is done online or even with a cell phone. This is a fundamental shift in communication, yet too many Jewish organizations still see a static website as adequate.
What should organizations do to remain competitive? Here are a few tips:
- Recognize the Seismic Shift in Communications. Print is dying, and content is moving to digital. The newspaper still exists; it has just moved from print to online.
- Your Name Is Not Enough Anymore. Someone is creating a new social start-up that challenges your organization. Are you embracing it, or are threatened by it? The answer may determine whether you remain relevant.
- Listen First. Successful organizations today listen to what their target audiences want — and then provide it.
- Don’t Put the Cart Before the Horse. Plan where you need to go in all core areas before implementing.
Can your e-mail land you in jail? E-mail is an important component of most company’s marketing mix. One Ohio carpet cleaning company attributed $1 million in sales to their e-mail marketing efforts.
When you are sending out e-mail, you considering factors like timing and frequency of e-mails, subject lines, and even capitalization. Certain trigger words (like “Dear”) are also likely to increase the likelihood of your e-mail going into the spam filter and never being read.
But have you thought about how you collect e-mail addresses and how people join your mailing list? Did you know that your collection mechanism might not only be bad practice and hurt your reputation but also against the law?
Unfortunately, you might be spamming people and not even know it. Many companies will gather e-mail addresses from contacts and add them to mailing lists without the person’s consent. Other people will request that their friend be added to their mailing list.
In 2003, the United States Congress passed the CAN-SPAM law. The CAN-SPAM Act of 2003 establishes the United States‘ first national standards for the sending of commercial e-mail and requires the Federal Trade Commission (FTC) to enforce its provisions. Among other provisions, the law requires that companies provide a clear unsubscribe mechanism, not falsify e-mail headers, and not contact people with whom it does not have a relationship with. While it is not a best practice, the CAN-SPAM law does not require explicit opt-in – it is possible to e-mail people who you have a relationship with even if they didn’t explicitly opt-in to receive your e-mail marketing. Nevertheless, other countries have much stricter laws and that is still not a ‘best practice.’ It does have significant consequence and violators have been prosecuted by courts. On February 16, 2004, Anthony Greco, 18 was the first person to be arrested under the CAN-SPAM Act of 2003. After pleading guilty, he was sentenced in a closed session. Hundreds of lawsuits have been filed and many people have been penalized by civil and criminal penalties. Your e-mail is serious business.
In 2008, Israel passed a more stringent law. The Israeli law requires that e-mail only be sent to people who explicitly ‘opted-in’ and consented to receive your e-mail. This is important even if your business is not located in Israel, because if you have someone on your e-mail list in Israel, they can still sue you. There are also many European laws similar to the Israeli law. The Act prohibits direct advertising by means of telephone, fax, SMS, or e-mail without receiving the recipient’s prior consent (in writing or in a recorded call) to receive ads. People can sue 1,000 NIS (about $277) for EACH unsolicited e-mail that they receive.
Of course, ultimately, the legal restrictions simply put into law what is best practice – don’t send people messages that they don’t want to receive.
For more information, and to ensure compliance with the CAN-SPAM law, check out the following resources from the Federal Trade Commission (FTC) and Federal Communications Commission (FCC):
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