MAKE MONEY WITH NEW MEDIA
Says the Mike Mitchell, the man who created the “I'm with CoCo” Facebook group and who has, to date, 982,106 fans: “What now?” As companies, we know the drill. Collect as many fans using social media as we can with informative updates. Tease with upcoming events. Provide value to our patrons. But here's an here's an equation that all too often businesses forget: fans and followers do not = customers.
Why?
The reason is this: it's a lot easier to push a “Become a Fan” button than to dish out some of our hard-earned scratch. And whether we like it or not (and whether we let our Facebook fans in on the secret or not), companies are in the business of making money. It's the true measure of a company's success, and the route of a rise to Rockefeller-esque stature. But that doesn't mean social media isn't an incredibly valuable tool to organizations. On the contrary, the ability to tap into your fan base is a source of business, revenue, and sales. Successful businesses exist today using social media as 100% of their marketing.
How can you tap into your growing, albeit slightly stagnant fan base? Link your fans to real-world events. Offer discounts available only through social media outlets. Ask for new business. Make business contacts and explore new sources of revenue. Once you begin looking at your online presence as a possible source of treasure and not simply an end unto itself, you're going to want to grab that pickaxe and go exploring.
YOU AND I MAKE WII
There's plenty to learn from the Wii. You know, Nintendo's latest video game console. Even if you aren't big into gaming, you've undoubtably seen the all-too cute commercials promoting the wireless wonder. But we're not here to talk about the success behind the Wii's marketing strategy—that would be too straightforward, and we do enjoy having our fun here at 36creative. No, I'm talking about the Wii itself, and what it has to teach us mortals.
Always stay in motion. Whether you're swatting at digital tennis balls or swinging your remote control to pitch a bowling ball down the lane (you *did* remember to use the strap, didn't you?), your Wii keeps you moving. Likewise, as a business, never stay in place. Don't get too comfortable try advertising online if you're old-fashioned, or hit up tradition routes if you're more the tech-savvy type. The more you push yourself through uncomfortable barriers, the better off your business will become.
When you have something to say, glow. If you receive an online message, the front of your Wii console glows blue. Likewise, if you have a message to tell your cusomers—if your product is better than your competitors, if you quality of service is outstanding, if you're more affordable than the rest—then you need to glow too. Get your message out in a new way. Use compelling copywriting, shine with brilliant design, and you'll get more people lining up to hear what you've got to say.
Do a little of everything. Can you tell the weather, respond to your great aunt's email, shoot shells at go-cart drivers—all from your couch? The Wii can. That's what makes it so popular. Want to be popular too? Provide a range of services to offer your clients, and reach out through a variety of media.
OLD SPICE GUY AND SOCIAL MEDIA
He's loud, gregarious, and shirtless. He's the Old Spice Guy, and if you haven't seen his commercials, they're worth a quick screening over at: http://www.youtube.com/oldspice. A company slapping up their commercials online isn't anything new, but it's what Old Spice did afterwards that's shaking everything up: the mascot of the commercial himself, Isaiah Mustafa, began responding to YouTube comments and tweets personally—in the form of personalized videos. Hilarious personalized videos. And we're not just talking one or two, either: when all was said an done, nearly 100 video responses went out.
The attention the response campaign gathered was immediate. Thousands of at-home viewers went scrambling to log online and write Old Spice quirky messages up in the hopes of receiving their own online shoutout. In the matter of a few days, the blogosphere was buzzing and new media experts were pouring over the results before Mr. Old Spice Guy's final farewell message came a few days later.
Of course, whether or not all this attention actually results in more sales for Old Spice has yet to be seen. But as far as generating buzz and mixing things in an oftentimes sterile corporate page, Mr. Isiah Mustafa was a hit. It just goes to show you: as fancy as instant-communication technology becomes, all anybody really wants is a little attention.
So—what do you make of Old Spice's social media move?
www.36creative.com
CHELSEA HANDLER'S DOG HAS 15,000 FANS ON FACEBOOK
Next time you company big-wigs are about to sit down at your fancy stretch-limousine conference table and talk about Facebook strategy, consider this: a canine who enjoys licking its own backside probably has a lot more fans than you do. Yes sir, the very same pooch who goes by the name of “Chunk Handler” has accumulated over 15,000 fans and you beat in both attracting Web surfers and probably in the area of sense of smell, too. Don't believe us? Check it out: http://www.facebook.com/#!/pages/Chunk-Handler/114261091957201?ref=ts
Here's the trick about Internet: it's zany. The Internet brought us the hamster dance, All Your Base, and Perez Hilton. To succeed online, you need to generate buzz, either by finding yourself to be the loyal companion of foul-mouthed comedian, or being Chelsea Handler's dog (cheap shot at Tom Arnold). Make videos. Create controversy. Don't be afraid to be crazy. That is, if you're ready for the customers.
Signing off,
TWITTERING TIPS FOR INTROVERTS
If you're a Chatty Cathy, it seems like you've hit pay dirt with social media. Those with silver tongues are finding it easy to gush out information about their businesses (and what their dog ate for dinner last night). To those shy entrepreneurs, it's a little more difficult to hop on and get blabbing. But if you ignore Facebook and the blogosphere completely, and you'll be leaking customers faster than BP.
Whether you're hot to trot with the updates or a little more reticent, it's important to keep in mind that you're online to serve the customer—not the other way around. Rookie businesses often mistake Twitter and Facebook as a platform for promoting your products. The rub? Social media isn't a commercial. People can surf away with the click of a mouse—and they often do, given the growing commercial nature of the Web. So as the strong and quiet type, it's important to make every post count.
Set up a schedule for updating your social media. Try to get at least one post out a week. Share articles relevant to your community, or post up insider info that helps those who take the time to get to know you. If the personal nature of your business rankles, try longer-form articles that help you touch base with your customers without the vulnerability of real-time. Post up blog articles. It may take extra effort to get jibba-jabbin', but your customers will thank you for it.
Signing off,
www.36creative.com
BOOSTING YOUR BROWSER: PART 2
Listen kid: you have choices. As much as Microsoft would have you believe otherwise, there are plenty of browser options besides good ol' Internet Explorer to help you load everything from your email to live streaming of Wolf Blitzer's goofy expressions straight from CNN.com. Here's a quick run-down of the ins and outs, followed by links where you can download you fave pick.
Internet Explorer: it's idiot proof. Microsoft's browser comes standard with all operating systems, and it's already pre-configured to work with your system. Here's the rub: it takes an overly safe—and some say, intrusive—interpretation of Web code that sometimes results in validation errors. That means that sloppily-coded sites come out looking legible, but often leads to display errors for some nicely-coded ones. It also has its fair share of stability issues. Download Internet Explorer: www.microsoft.com/windows/internet-explorer/default.aspx
Speaking of stability, you can't got wrong with Firefox. With a sleeker interface, overall faster operation, and a “true view” into the way things are. However, you will need to download and install Firefox separately, another step between you and www.lolcats.com. Download Firefox: http://www.mozilla.com/en-US/firefox/ie.html
Opera is more than something you get dragged to by your significant other. It's a browser that boasts a simplified interface over the others, and widgets that enhance your Web-viewing pleasure, but sports less customization than its Foxy cousin. Someone users swear by Opera's blazing speeds when viewing and loading websites you've never visited before. Better than Firefox? That's up to you. Download Opera: http://www.opera.com/download
So which is your favorite? Let us know by commenting below.
Until next time,
www.36design.com
BOOSTING YOUR BROWSER: PART 1
Face it: it's the 21st century, a time when “computer” is synonymous with “Internet”. When you boot up, odds are your fingers already scrambling for the big blue “e” that is Internet Explorer, or you take comfort in the foxy ying-yang application-logo-thing Firefox has going on. Regardless, the Internet is your portal to the online world. Sadly, it's not always up to par.
No matter your poison, there are some things you can do to keep your browser running like the well-oiled machine it isn't. Keep everything up to date—run your updater and get the latest fixes. Staying current means you'll dodge the most malicious of viruses and malware that are designed to slip past older setups. Staying ahead of the patches also guarantees you'll have the best compatibility to view websites—meaning your faves won't come up jagged and piecemeal like a witch's nose.
To keep everything speedy, delete add-ons that you aren't using. That hot toolbar you downloaded from www.hilariouslyobscenecats.com may look flashy, but it's gulping precious memory cycles that slows down your speed. Likewise, clear your history and cache from time to time. You'll notice the browsing speed boost almost instantly.
Join us next time for a little one-on-one with some of the best browsers ever to grace your computer machine.
www.36design.com
THE ZEN OF MARKETING: BE THE CUSTOMER
You're the decision maker—the head-honcho, the big cheese—and you've been involved in your company for so long it's what you dream about these days. Your friends get to hear about your business all the time (poor them!). One side effect of your involvement, however, is a disconnect from your customers that only grows the longer you've been in business. But here's the rub: to be an effective marketer, you have to think like the consumers of your product.
So try it out. Think of your product as one among many, and then ask yourself, “what would it take to convince me to buy?” Pay particular attention to your online presence: does your website immediately spell out exactly what it is you're offering? Do the 10 pages of description of your leadership team really help seal the deal? Is there any easy button to click or a number to call so you could start the process? And what's up with all the animated .gifs?
There is no “typical” customer. You have to approach this role reversal with the knowledge that you'll be stepping into the shoes of many types of people. A customer who knows the industry inside and out, a customer clueless as to what you sell, a customer who's in a huge hurry, ad infinitum. Lots of work, but worth it. Tinkering with your business from a perspective of an outsider is a good idea—large companies pay out millions to consultants to do just that. You can do it more cheaply. Just be creative.
Until next time,
www.36design.com
WHAT E.T. CAN TEACH US
Since 1982, Steven Spielberg has been dancing through the halls of Americana with the smash hit, E.T. The Reese's Pieces-gobbling extraterrestrial crash landed on our planet nearly 30 years ago and still remains a powerful force in popular media. In between annoying adults and shooting bicycles across the moon, E.T. can teach us a few very important lessons, too. About marketing, even. Roll with me here.
You can always come back to life. If business is stagnant, a little marketing in the right places can reinvigorate sales. Just like the pallid form of E.T. zipped up in a body bag (in that scene that will haunt me forever) springing back to animation, you too can enjoy a rebirth with some advertising in the right places.
Phone home. Dial into your network for leads, and to hook customers.
When all else fails, give 'em the finger. E.T. can restore dead plants to life with a touch. You've got a special finger of your own, but yours is a little more vulgar. Lesson: sometimes, you have to break convention. Break out of your niche for richer opportunities.
Until next time,
LIFE, LIBERTY, AND THE PURSUIT OF PAGE HITS
Attention patriots: put down your mouse, log out from your analytics website, and pick up your fireworks (if your city and/or county regulation allows.) Today, in celebration of this 4th of July, we're going to be uncovering the zen of building a customer base from the Web in an unusual way: by having fun.
Yes, once upon a time, people logged into the Internet to have fun—not to pay bills, nor check weather, and certainly not to organize a Facebook boycott against applesauce because of farmers' inhumane treatment of Grannie Smiths. Back in the ancient times (the mid 90's), people used the Internet for entertainment and for sharing badly-animated gifs. This 4th, tap into the spirit of yesteryear by having some fun of your own.
When customers load your website into their computers, it's a very personal act. They're inviting you into their home. Be polite. Don't drone on about your product offerings and hit them with garish images that prompt them to ACT NOW or DON'T MISS OUT! Offer entertainment. Have a little fun. Let your personality show through in your final work. Blog, Facebook, Twitter—not to gain more business—but to offer a richer, realer experience . When you're in it for the right reasons, the business will come. Now if you'll excuse us, we're off to fetch some sparklers and uncle Sam hats.
Happy 4th, everyone!
