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Posts Tagged ‘Facebook’

I LIKE IT CLEAR

October 7, 2010 Leave a comment

If the porn industry is hanging on by a thread because of web 2.0, why is it that ad campaigns still rely on sex? Sex isn’t selling anymore! October is breast cancer awareness month and like every year ad people are looking for creative ways to build awareness around this terrible disease. So, you’ve probably noticed bizarre status updates in your news feed that had you reading twice to make sure you weren’t dreaming. This year, Facebook’s awareness mission has female users post status updates like ” I like it in the locker room”. While the campaign has gone viral, I question the impact it will have on finding a cure for the disease by raising donations to fund more research. Oh my bad guys (men) I forgot to let you know what your female friends are referring to: They are telling you where they like to leave their purses.

Get it? breast cancer=terrible disease=needs more research to find a definite cure=let’s tell people where we like to leave our purse in a way where their vivid imaginations let them believe we’re talking about places where we enjoy…. you know….

Is this the best idea we could come up with? What exactly are the goals of this campaign? I’m guessing the goal is to build awareness around breast cancer. If that’s the case, do you think picturing where such and such would like to get down and dirty leads me to Google breast cancer and then make a donation? Did the people behind this poor effort think of conversions?Further, if you want to play the sex card, at least include an image or something (although that will not have me thinking about breast cancer either). I thought cheesy advertising was just for the Sham Wow or the Snuggie.

Besides, sex is no longer shocking. it’s on TV during prime time, it’s on Perez Hilton’s gossip site where you regularly catch a “nip slip” or an up-skirt shot of some celebrity. So drop the sex act and use your noggin. it’s too easy to push out a concept like that. Why? first I don’t think this will increase donations for the cause. Second it’s just a bad campaign.Finally, it’s just unclear what you want us to do, the CTA is completely absent.

This is what you can do (click) I’m not an affiliate of this campaign.

4 suggestions to engage women through social media

September 1, 2010 Leave a comment

The notion that women make up the majority of social media users is no novelty. They’ve rightfully taken their seats at the social media table and are determined to make their presence felt. Yet, some brands catering to women, find it difficult to engage the latter and enhance the relationships through social media tools.

For brands looking to engage women through social media, here are 4 recommendations you should consider:

1) Get with the program

Haven’t you received the memo? the focus groups, opinion polls, and surveys are so 2008! You want to build detailed customer profiles? social media’s got your back. It allows for a deep understanding of women lifestyles, their wants, and their needs. And all you have to do is sign up and plug your speakers and listen.

2)Caress their backs they’ll massage yours

Serve their interests effectively and you’ll experience unparalleled success. Women are bombarded with messages all day. don’t let your message be the one that supports “two Aleve takes the pain away”. Instead whisper in their ears. Connect with them on an emotional level. They should see themselves in your message.

3)Thick is the new Thin

Women want to be heard and they’ll tell you what they think about you. So develop think skin. Learn to face the brutal facts. When they tell you you’re not doing a good job, address their complaints and let them know that you’re working on fixing it. If the compliment you, follow your mother’s advice, thank them. Being mindful will shed light on weaknesses, and will bring about opportunities you haven’t identified, leading to business enlightenment. that’s worth more that any dollar amount spent on focus groups.

4) Tag team

If you’ve ever watched a wrestling match you know what I’m referring to. Partner up, include your target in your life. Open the doors to your plant if you have a product. If you want to give back to the community or embrace a cause, ask them which one they think is worthy. Have a poll on your facebook page. Inspiring your target making them feel they’re part of something will turn them into evangelists. they’ll bear the torch because they perceive you as someone doing good things.

In today’s competitive marketplace, you have to shape your brand around your community. Watching your competitors beat you to the social media games will only result in large sums invested in catch-up advertising. The time to act is now. We’re no longer experiencing let’s play it safe markets, it’s all about who will take the leap of faith and let their wings spread. If redbull gives you wings social media gives you a rocket and it sure ain’t science!

What other recommendations would you add? Have your say in the comment box.

THIS IS A MAN’S WORLD

August 31, 2010 Leave a comment

Is social media a man’s world? I certainly don’t believe it to be. Social media comes naturally to women. It taps into their ability to network, nurture, and build communities. In short, they own the space.

There are plenty of figures that support women’s ownership: 63% of Facebook users are female, 57% of twitter users develop estrogen and same figures are attributed to Yelp’s user base.However, today, I came to the sad realization that the ratio of female to male social media gurus that I follow on the  networks I am active on, is nothing to be proud of. So how did I manage to end up with such a gender gap? I have two reasons for my shortcoming.

1) I can’t remember  any of my coworkers (male and female), friends, or acquaintance, suggest that I read, subscribe to an RSS or even mention a female speaker at a conference I should attend.

2) The last conference notification I receive only features men. Although I look forward to hearing Seth Godin, Mitch Joel, and Andy Nulman discuss the art of marketing, I can’t understand why no female presenter is mentioned.

The only conclusion I can draw is that women are too busy staying with their families and thus leave the traveling to men. But we all know that this conclusion makes no sense. I know plenty of women in other industries that travel. Aren’t  dad familiar with changing diapers and applying polysporin?

Are we not generating enough buzz around women social media gurus? In the tech industry, some argue that men are not to blame for this. While I’m not particularly interested in pointing the finger at anyone, I sure would like to know why this is the case.

why do I care? In today’s recessionary climate, including women in the development of strategies will benefit the economy. I’m not only focusing on social media, I speak of all industries and organizations. Research shows that women in executive positions have more impact on job creation and economic growth than their male counterparts.

How’s that for a recovery!

Don’t become part of the noise. Do not outsource social media conversations!

August 27, 2010 Leave a comment

When asked why they outsource social media, business owners cite lack of time and lack of knowledge as the main reasons. Companies should not delegate all their social media efforts to an agency or a consultants (I’m going to piss a few people off with this one).

Photo credits: met2art's

Social media tools let businesses engage with customers on a wider scale and faster than previously possible. Companies that decide to completely outsource social media are asking vendors to handle their relationships with customers. The primary role of social media vendors is to get the company to a point where they only need his/her assistance for the mechanics. Given that technology moves at the speed of light and no single person can stay informed of all the latest trends, the consultant is there to bring you up to speed on the latter.

Let your agency handle the production aspect of your social presence. Let them design your Facebook page, let them present you with a background for your Twitter account, let them handle updates and the analytics but don’t let them handle your engagement or conversations. The owner and the employees are the best persons to speak on behalf of the brand. They live and breath the brand on a daily basis. They know its voice, its culture, its history.

Agencies regardless of their level of involvement with the brand are not the decision makers. Having had the chance to be in an agency myself, I know that all executions has to be approved by the client. So by the time you get approval and execute, the buzz might have waned.

Finally, outsourcing your social media efforts mean you give up control of your brand’s personality to a vendor. If the relationship goes south and you take back control of your social media presence, you might be surprised to see that some of your followers don’t fit the target profile.

Agencies are the eHarmony of your social media. They ask the questions that let you find the best potential relationships but the decision to engage in a long lasting affair is ultimately yours.

Aside from time and lack of knowledge what other reasons do you see for outsourcing your social media? Have your say in the comments section.

Facebook Places: How’s your customer service?

August 24, 2010 1 comment

Unless you’ve been living under a rock, you’re well aware by now, that last week Facebook made its anticipated debut into the location-based arena with Facebook Places. while much talk is devoted to the benefits Places brings to businesses, a post by the dudes and dudettes at Inside Facebook titled Facebook Places: The Real-Time Web Without Search, made me think of the implications, negative word of mouth may have on your business. Here’s a little taster from that post:

Using the write API, data from across location services can be aggregated to a Places page. Unlike hashtags, which can easily differ from each other and thereby splinter the data, Facebook keeps everything tidy by suggesting the most popular instance of a Place if you try to create a similar one. While there’s no Twitter integration yet, someone could create a system that converts hashtags into Places API write calls. While Places check-ins are currently only visible to friends regardless of your setting, the fact that there is a privacy option to share check-ins with everyone means Places pages are equipped to become public repositories of real-time information.

Now before you press that “Is this your business?” button giving you admin access to your place, how confident are you about your  customer service level?

Case in point: if my friend Joe visits your location and tells me and 500 million others, that Meg at the reservation desk is rude and just told him that if he’s not happy to wait a few minutes to be seated, there’s a McDonalds down the street that will gladly take his order. Will you have the listening tools in place to take action right away? What’s your game plan? Will you walk to the front and fire Meg? Can you recover from that real-time uppercut in front of the world or will you let me count to 10 and go meet Steph that’s “Nearby”(Pun intended)?

Facebook Places just gave way to free word of mouth and advertising but before you go ahead and launch your Place, tell me how is your customer service?

Endless possibilities are coming with Places but did you see the ditch on the side of the road? Facebook just provided consumers with ammo that can reach far beyond their next door neighbor.

Do you see any other pitfalls that small businesses should think of?