Archive | October, 2013

When Social Media Meet Customer Care Service (SlideShare)

Social media has made customers to expect an instantaneous feedback for all of their complaints, questions, and suggestions for the brand. In fact, most of the customer care services these days are happening via social media, and customers are counting on brand to respond as though they are connected all the time. More than 50% of Twitter users expect a response in less than two hours, a lot shorter than most companies’ response windows.

The risks of failing to meet these expectations go beyond losing customers. People who are annoyed by your customer care can and will spread negative comments about the brand to their networks, possibly to their network’s networks as well. Here, McKinsey research shows that a single negative post on social media has, on average, as much impact on customer decisions as five positive posts.

 

Google+ Success Stories: 21 Case Studies

Recently, Google+ has gained a huge of popularity because of its ability to attach a Google Authorship for every article produced by the corresponding people. For those who don’t know, this “authorship” feature gives a lot of SEO juice for the articles, thus giving them a higher SERP. Google regards these “legal-authorised” articles are more legitimate than the ones which don’t include them.

Furthermore, here are 21 case studies of companies which successfully incorporate Google+ on their marketing strategy:

1. +Topshop – goo.gl/aEgSn6
2. +Cadbury UK – goo.gl/rFUZMp
3. +L’Oréal Paris España – goo.gl/koccNU
4. +Visit Greece – goo.gl/RbP7lc
5. +ao.com  – goo.gl/cig0sH
6. +Travel Republic – goo.gl/PkLhMG
7. +Temptalia Beauty Blog – Makeup Reviews – goo.gl/e12D7j
8. +Clinique UK – goo.gl/BR1YgJ
9. +Estadão – goo.gl/7Ed5u2
10. +The Guardian – goo.gl/2X49pA
11. +Immobiliare.it  – goo.gl/eoEXPc
12. +Cars.com – goo.gl/Qys9mH
13. +Farfetch – goo.gl/qWGVwD
14. +Grupo VI-DA – goo.gl/8Wb9q0
15. +Financial Times – goo.gl/o9TgdM
16. +Scoot & Doodle – goo.gl/bQqR56
17. +Ocado – goo.gl/h4kqAm
18. +Cadbury UK – goo.gl/zNVPFX
19. +Vodafone Egypt – goo.gl/ZvxZGl
20. +LateRooms UK – goo.gl/GorMhI
21. +H&M – goo.gl/t02vqf

Content Marketing Stats on 2013 (Infographic)

Nowadays, content is becoming a common marketing device, as marketers spend 25% of their marketing budget on content marketing. Content marketing is having a big influence on how customers view and interact with companies, as 68% of customers spend time reading content from brands they are interested in.

Moreover, the following infographic shows you how companies are using content marketing to and how customers mingle with it.

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Why Local Directory Companies Aren’t Dominating The Local Area

Local newspapers and traditional printed business directory have been dying for more than ten years, leaving small businesses less options for local advertising. In its place, Internet companies like Groupon, Yelp, and ReachLocal came to reinvent local advertising online, but none has proved to be the best digital place for local businesses, since they do not provide a convenient and measurable way to connect with consumers who have a real-time need for their services.

First, let’s take a look at daily deal sites such as Groupon and Living Social. These sites, actually, are good at taking advantage of local disposable income. However, they don’t particularly help small businesses to grow a base of loyal customers who are not just interested in the next lowest offer. On the other hand, consumers that have an emergency need will not be able to wait until an interesting offer is available.

While directory sites such as Yelp and Google Places may help local consumers in the event of a real-time need, most of them mainly focus on listings and reviews, which means consumers may need to look through dozens of reviews to find the right service provider that they truly need. Reviews also may or may not be from a real customer. More often, these reviews are getting posted by reputation management companies, friends or family.

Business directory sites just provide raw information, thus add limited value to consumers. They don’t offer a meaningful opportunity for small advertisers that will turn into a profitable method of building a business. The small local advertiser has bigger challenges in order to make a business profitably marketed on Google or Bing. There are complexities of building the database of right keywords, addressing low quality scores and page ranks, investing in website optimization in order to be able to turn expensive clicks into buyers, and many other things.

So how is a business supposed to generate reliable leads from these services? Does it need to run display ads on Yelp just to be displayed on the site at a cost, which is arguably one of the most ineffective ways of generating leads on the internet? Is the agency supposed to become a search engine marketing (SEM) expert and know the thousands of keywords that it needs to bid for in order to get just the right local customer who is in need of his services at the right time? While companies like ReachLocal try to make this process less, the inexperienced support staff assigned to these accounts simply takes an ineffective solution for local advertising and make it less effective by adding their overhead and markup.

Moreover, all of these ineffective offerings makes local businesses try them all for a short period of time, and then stop using them again. These services in return keep on hiring more sales people to sign up more new advertisers to make up and hopefully grow. The bigger they get, the bigger their problem. Here is what every business owner really needs to have a successful local ad:

1. Perfect Matching

You need to create the next generation of Google AdWords specifically for local. It should be a platform that is designed for perfect matching between a consumer’s demand and the advertisers capacity to offer the specifically requested services in the specified geography. No more guessing, but rather perfect matching in order to avoid wasted ad dollars which has turned SEM into an ineffective solution for local.

2. Simplicity

You need a simple online marketing. Local advertisers are intelligent entrepreneurs who are active on social sites such as Facebook and LinkedIn. If they are given the appropriate tools, they can do their own advertising on the internet without the need to get ReachLocal’s junior staff involved. However, the tools need to be designed for them and allow them advertise profitably.

3. Digestible Formats

You need to sell traffic to local advertisers in a manner that they can digest such as leads, calls and appointments. Sure, some local advertisers are able to monetize their website traffic, but most cannot. Most small business owners are interested in real opportunities to offer their services. They are not interested in something abstract such as purchasing clicks or display ads.

4. Auction Based Pricing

Lastly, you need auction based pricing for units of traffic digestible by the advertiser. After all, performance based marketing has always been the promise of the internet. Until online marketing companies treat local advertisers in the same manner they would treat large advertisers, small business owners will not commit to spending significant money with them and do so for the long-term. Local advertisers can no longer be an exception but rather we need to build platforms ideally designed for them.

Local represents a massive opportunity. It represents an opportunity ignored by most major players, and many of the early solutions in the space have mistreated and misled local advertisers with their gimmicky offerings and solutions that make no economic sense. The local market is ripe for companies that are willing to extend the promise of online marketing to businesses of all sizes.

Are You Too Busy To Be Successful? (Infographic)

 

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LinkedIn Intro: Bring Your LinkedIn Profile To iPhone Mail Automatically

The growth of mobile email is quite surprising. Four years ago, less than 4% of emails were read on mobile. Today, half of all emails are read on a mobile device. Moreover, it looks like LinkedIn has seen this fact as an opportunity to launch a new service for all mobile users around the world, especially iPhone. Introducing LinkedIn Intro. It shows your LinkedIn profiles in your iPhone Mail app. Take a look at the difference:

Starting from October 23th, LinkedIn Intro is available in English for members worldwide. The app supports Gmail, Google Apps, Yahoo! Mail, AOL Mail, and iCloud — all in the iPhone Mail app you already use everyday.

The Tweeting Bra: A Bra That Tweets From Nestle

The Tweeting Bra Campaign by Nestle

What is The Tweeting Bra? Basically, it’s a bra that will tweet to remind about monthly breast self exam. The campaign itself is focused to increase breast cancer awareness among women and the need for self-examinations. How does it work? A unique apparatus is hidden under the hook of The Tweeting Bra. Every time this bra is unhooked, it sends an alert to a cell phone, the cell phone notifies a server, and the server generates the tweet.

Greek actress Maria Bakodimou is representative of this campaign. The campaign itself will last for two weeks. A dedicated website for the campaign includes tips for performing self-examinations and, of course, a Twitter account for the social bra. A very creative campaign. Take a look at this video:

Integrated Digital Online Marketing (Infographic)

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How to Increase Your Clients and Leads By Using LinkedIn

LinkedIn is a versatile tool for many businesses to expand in many different ways. If you know how to use this “professional-only” social media site to your own advantage, you can bring your business to greater levels using it. Hence, here are five useful steps which can bring you more leads and more value to your business.

1. Use The Company Voice

If your electrical manufacturing company has a LinkedIn page, then make sure that you use the facility where certain employees and managers under you can update news and other relevant information on the page directly. By doing this, you have effectively simplified your own work regarding developing and updating the page, while at the same time keeping your followers engaged. These updates can be shared, commented on and liked by viewers, thus subtly reminds them about your company most the times. This way, hopefully your clients potential prospects will think of your company first because of the repetition and frequent renewal of interest.

2. Specialise Yourself

LinkedIn is different from other social sharing sites because it is targeted at working professionals and people who wish to expand their network of like-minded people in their areas of expertise. Since the target group is already specialised, you can grab the attention of a very specific group of individuals. These people are already prospective clients, making it easier for you to communicate with them.

3. Recruiting

For those who want to search for a skilled labour, LinkedIn has made things easier because information is freely available. Background checks can be done, and people will be able to hire competent and efficient workers. If your staff is good, it is an automatic indicator that your company will deliver positive results. Many clients look at the employees of a company before working with the company itself.

4. Be Different

There are many opportunities for you to expand your clients using LinkedIn. However, it is important to remember that there are a large number of organisations participating in similar activities as you, each one trying to best the other. If you do not have anything special to catch people’s attention, it will be difficult for you to be found, even to your target audience.

5. Promote Both Online and Offline Activities

If your company will hold seminars or other such sources of information regularly, it is a good idea to promote this event via LinkedIn. Send out invitations and you will find that you have an additional number of interested people attending them. This will give you a better opportunity to pitch your business strategy and acquire more clients. Offline methods are excellent for sealing deals.

LinkedIn can only help you get the attention of potential clients. Offline advertising has more of a personal touch and is directed only at the select viewers at that moment. The Internet simply provides you with opportunities to eliminate a large number of people so that you know who to pitch to.

Twitter Statistics: Facts and Figures (Infographic)

There are 231.7 million Twitter active users worldwide, and 100 million of them log into the service on a daily basis. More than five thousand tweets are tweeted each and every second, three million websites integrate with Twitter, and 70% of Twitter’s ad revenue comes from mobile devices. Despite this, the company has yet to turn a profit. Check out this infographic for more amazing Twitter statistics, facts and figures you might’ve never heard before.

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