ON ADVERTISING
July 2008 issue
THE SIX “C’s” OF SOCIAL
INFLUENCE MARKETING
Social networking is rapidly transforming the way we communicate – and engage with consumers. While display advertising in social environments is certainly viable, the real opportunity is to leverage community-building opportunities to build brands. Here’s what you need to do to join the communities that your customers have formed:
1. Content
Give consumers access to valuable tools and content to entice them to interact with your brand.
2. Customization
Let users customize, post, and share content to express themselves and impress others.
3. Community
The adage “build it and they will come” doesn't work here.
4. Conversation
Respect consumers’ privacy while you create benefits that warrant their continued conversation.
5. Commerce
Tread lightly when attempting to drive commerce – the community has not come together for the purpose of selling your products.
6. Commitment
Provide some kind of ongoing benefit to the community you foster. Return to topE-MAIL SENDER NAME IMPORTANCE
Your sender e-mail name is more important than your subject line for getting e-mails opened according to a recent E-mail Experience Council study.
A majority of e-mail recipients look first at the sender name and address when deciding whether to open or, worse yet, mark you as spam. Make sure your return address clearly identifies you and your company. If you don’t want to use your personal name, consider something such as “price.reduction@yourcompany.com.” Return to top
WHAT MAKES AN AD GREAT?
One way to define what makes an advertisement great is to describe what makes it terrible:
Our internal checklist for judging ads includes:
MAKING CREATIVE LEAPS
We tend to think by recognizing patterns based on experience. When we get stuck inside them, however, we need to jar our thinking into a new pattern. One useful technique is random input. Select a concrete noun, preferably from some area where you have some expertise, but not the same field as the problem.
Now brainstorm on this new word. For example, let’s say your problem is reducing the air pollution from your new lawn mower. Looking at your browser’s home page, you notice the word “plants.”
You now brainstorm ideas such as:
ONLINE TRICKS FOR STRETCHING MARKETING BUDGETS
1. Surveys
Instead of expensive focus groups or hiring people to make phone calls, consider online surveys. They’re quick and easy, and response rates have improved dramatically. Keep it short and to the point with no more than 5–10 questions.
2. Forms
Use an online form service for subscriptions, memberships, etc. It’s an inexpensive and quick way to collect information without having to modify your own Web site, and it ensures compliance with spam laws. These sites allow you to add your logo, and they can usually be linked directly to your Web site.
3. Event Registration
Online registration services provide an easy way to let people register for your event and can even process payments for you, list hotels for attendees to choose from, and let people alter their registrations as needed.
4. Email/Contact Management Sites
For the small company that can’t afford a customer relationship management (CRM) system, the online contact and email management sites can streamline your email process, tracking information on how many emails were sent, how many people responded, how many declined, etc. Return to top.Table of Contents
The six "C's" of social influence marketing
Online tricks for stretching marketing budgets
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