EduNotes Blog

Seminar: Core Components of Social Media Marketing

  • Thinking about starting a social media marketing campaign
    for your company?
  • Wondering why your social media marketing isn’t getting
    results?
  • Wondering IF your social medial marketing is working?

If you answered “YES” to one or more of the questions above, plan to attend the next EduCyber seminar. Attendees will learn what the core components of a social media marketing
campaign are, how they interact, and how you can measure success.

Unravel whether being “retweeted” on Twitter, “Liked” on FaceBook or “Connected” on LinkedIn is really beneficial for your company and if so, why and how.

Learn how to build a firm foundation upon which to launch your success.

Who should attend this seminar?
CEO’s, COO’s, Marketing Directors and IT Directors. Those who make decisions regarding the company’s web presence.

When: Wednesday, May 18
Time: 7:30 – 9:00 am
Location: 4251 Kipling St.
(2nd Floor Conference Room)
Cost: $24.99 (includes a light breakfast)

Pay online to reserve your spot >>

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Choosing a Domain Name

There are still good domain names to be had if you are looking either to start a new business or to claim a better domain name for your existing business.

First let’s examine why it is important to choose a good domain name.  Say you were a church called Mt. Zion Christian Church. You decide to go with mtzionchristian.org. Seems pretty straight forward at first. But then once you start telling people you realize they’re going to mountzionchristian.org. Oops. So it is important to get a domain name that is descriptive of where you are or what your business does.

We had a client whose last name was one of those difficult to pronounce east European names. Though that was the name of their company, we went with a much more generic denvertreeservices.com for their domain. This served them well when they later changed the company name. And “Denver” “tree” “services” rolls off the tongue much more easily. It is more memorable as well.

Sometimes it is OK to have a long domain name if it is descriptive. Imagine if you worked at the Colorado Historical Society and decided to go with coloradohissoc.org to make the domain shorter. How would you say that domain? “Colorado” “his” “sock”? You’d spend all your time trying to spell it out and folks would undoubtedly still get it wrong. But if you went with coloradohistoricalsociety.org it is easy to say and easy to remember.

Not long ago I strongly advised a client to not use hyphens in their domain name. So instead of two, they used one hyphen and thought that was a pretty brilliant idea. Then just the other day while we were meeting with them, they realized how the domain doesn’t roll off the tongue when they have to insert a dash. Just listen in your head: “mybusiness” “dash” “mysecondbusinessname”.  Or, to reuse the example above – “Colorado” “dash” “historical” “dash” “society” “dotorg” doesn’t roll off your tongue very easily.

So here’s what we recommend for choosing a domain name:

1.       Do NOT use dashes or hyphens

2.       Do NOT abbreviate

3.       Do NOT use a name if it is easily misspelt

4.       Do use longer names if necessary and if memorable

5.       Do use something descriptive if the company name is not a good choice

6.       Do consider whether to buy other top level domain names such as .biz, .net and .org to protect your brand.

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Templates and Web Site Design

There are web sites that are built on templates and then there are template web sites. Which would you prefer?

Many of our clients are uneasy with building a web site using a template – seems like anyone could do that, right?

The answer is ‘ You’re absolutely correct.” Templated web sites abound. I live in Wheat Ridge, Colorado and they city just implemented a program where you build your own web site from a template program. Here’s why we don’t build websites using templates:

  1. Templated web sites tend to all look the same
  2. The template programs used to create these sites are generally built without any way to customize the site.
  3. A template website builder limits creativity and options.

Having said that, I will proudly tell you that we build template web sites. What’s the difference?

Simple. We don’t start with a template. We start with a look that is customized to your needs and business goals. Once we’ve got the look designed to your satisfaction, we turn that look into a template. So it is sort of a chicken and egg deal. We design the look first and then create a template based on that look. We don’t start with a template and try to make your ideas fit.

But it is very important to turn the design into a template. We can then manage the look of the site from one or two files rather than having to touch (edit) every page of the site when we make a minor change to the look.

A good template for a good program is very powerful. Last week we converted a client’s site from a non-templated site to a simple template within WordPress. Last week the site wasn’t ranked at all for any of the targeted key words. This week we’ve already got 11 key words that the site is ranked for and one is already ranked 11 in Google. We’ve still got work to do but simply by creating a good template within WordPress, we’re already helping this client be successful.икони

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What Makes a Good Web Site Good?

We design web sites. We do this all day long, every day. One of my primary roles is working with the client to establish the goal and the look.  Frequently the client comes to us with  “I want these features on the site and I want this element and this element”. As we talk through it though, it turns out that the features they want have nothing to do with their business goals. So my question is “What makes a good website good?”

The single most important aspect of web design is focus. We need to be able to focus the web visitor on something. EduCyber has chosen to focus that attention on the call to action. By first creating a focus – many web sites don’t really have a focus – and then having that focus be on the call to action, we help web visitors determine whether the site provides what they want.

We’ve all heard that we only have a second or two to capture people’s attention. Why waste that time showing them something unrelated to you or your business? Often the home page call to action is simply an invitation to click deeper into the site. A realtor might feature one prominent link for buyers and another for sellers. An insurance company might feature one link for homeowners, another for auto and a third for life insurance. Whatever the call to action is, the design should focus on that.

The second most important aspect of web design is depth. In this case, I’m speaking of visual depth. This makes the web site more visually engaging and is more likely therefore to pull in the visitors attention. Providing depth in a site can be accomplished in a variety of ways from drop shadows to juxtaposition of elements to arrangement of lines and objects.

Often depth is one of those intangibles that make a visitor say “I like this site” if it has depth or “This site just doesn’t work” if depth is lacking.

There are many facets to good web site design but getting these two points right will set you on the path to a good web site that is good for business.Икони

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Online Cliques

Online Cliques

Sometimes you have to forget what you learned (or were told) in high school. Back then cliques may not have been good for you – contributing to peer pressure and leaving some of the “un-cliqued” feeling left out.

But in the online world, getting into a clique can propel you forward. There are several different ways to create or insert yourself into a clique.

There are three roles that people fill in online cliques. Each of them can help you:

  1. Leader. If you are the leader of your online clique, you get to be the expert. A good way to be an online clique leader is to create a Twitter following where others can’t wait to hear what you’ll say next. This could be appropriate for a restaurant (especially a mobile one), a thought leader (innovator in your field), or a producer of original content.
  2. Connector. If you are an online clique connector, you help others find the right online clique for their needs. This means that you’re out there in the online world and know what is the right spot to suggest for someone. This might be in Facebook groups, LinkedIn groups or even connecting people to each other on LinkedIn.
  3. Participant. If you are an online clique participant, you get to meet, interact with, and “rub shoulders” with others. To be a successful participant, you have to pay attention. Identify who you should be following on Twitter and then do more than just follow – interact with them and retweet them. On Facebook, choose the groups or pages you join carefully, pay attention to the conversation(s) and contribute as appropriate. The same applies for LinkedIn as well.

In high school you usually only had one clique – perhaps two – that you could be a member of. In the online realm, you can participate in several. In fact, you are only limited by the amount of time you have to put into it.

Having said that, I don’t recommend joining every group. You’ll spread yourself too thin. Remember the power of focus. Concentrate on a select few groups or perhaps just one and get engaged. How should you choose the group? Consider industry group(s) or geographic-based groups that are in your niche.

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Building a Successful Internet Marketing Campaign

Last week I gave a seminar on how to build an Internet marketing campaign. I received feedback from one company that was represented that the content was “light” – not enough meat. Later on I visited that company to help them with their Internet marketing campaign.

Here is what I learned:

  • The seminar covered a lot of high level things like setting goals, creating a strategy to attain the goal, deciding on tactics to implement the strategy, implementation and measurement.
  • People like activity which for the content of the seminar translates to implementation.
  • Skipping goals, strategies and tactics may seem like a good idea because then you are “busy” doing stuff.
  • “Doing stuff” without having a goal, strategy or tactics usually leads to nothing being measured which then means no value being generated or no understanding of the value being generated.
  • The high level stuff might not be very “sexy” in the realm of Internet marketing but it is absolutely indispensable.
  • Helping people be ready to think about the high level marketing plan is not a good task to tackle in a 90 minute seminar.

Here’s what I hope I can help you understand from our experience:

1.       Don’t skip the important stuff.

2.       Spend time to determine where you are going and what you intend to accomplish BEFORE you start.

3.       Determine how you will measure success.

4.       Pay close attention to your metrics.

5.       And, because it’s so important, let me restate it: Develop a plan. Create a Strategy. Devise Tactics. THEN you’ll be ready to implement.

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5 Things to Measure in Social Media Marketing

Most businesses engaging in Social Media Marketing measure things like “Likes” or “Followers”. That’s not bad but Internet Marketing is more than a popularity contest. For a small business

  1. Number of Interactions on Facebook – shows they’re engaged.
    Developing a successful Facebook page where your fans or “likers” not only like a particular item but make comments. Developing a following that interacts with you on social media emboldens them to interact with you as customer.
  2. Number of click-thru’s – from Facebook or Twitter or LinkedIn back to your site.
    This is easy to track. It’s also, if something you’re measuring, easier to create ways for people to do so.
  3. Increase in number of people who attend an event or call you after/during a campaign.
    Depending on your business and the appropriate call to action, you might “see” the results as click thru’s but if you hold an event that was properly publicized on social media and see an increase in attendance or participation, you can begin to make the connection.
  4. Number of hits on a landing page on your site from a campaign.
    While similar to number of click-thru’s, creating a special landing page is one way to very clearly check how much traffic you get from your campaign. It is also smart because you can have a page specifically created for that campaign, making it highly targeted.
  5. Increase in customers as a direct result of a campaign
    Ultimately, your social media marketing needs to get you more customers. For each business the method of acquisition is different but you need to measure this or you might as well not even do social media in the first place.

It isn’t a popularity contest, it’s business. It’s important to measure things that impact your bottom line. Need more help figuring out what to measure? Check out our March 15 seminar, How to Build an Internet Marketing Plan.

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Lessons from Conan O’Brien

I’ve never been a fan of Conan O’Brien’s style of humor. But I am now a fan of Conan. CNN Money did a story on how Conan O’Brien turned a “failure” into a new lease on life. I highly recommend this article to anyone interested in how to use social media and in understanding how YOU or YOUR COMPANY is a brand to be nurtured and marketed in new ways.

I learned or re-learned four lessons from reading this article that pertain very specifically to social media marketing:

  1. The old media mindset doesn’t work with digital media – a given time slot (11:35 PM) is old media. Realizing that fans will interact with you whether they watch (and tweet) on TV or watch clips on Facebook or from Twitter is the digital media mindset.
  2. For the kind of content Conan provides, real life fans are eager to become Twitter followers or Facebook fans (or likers).
  3. A strong brand can sell on social media very well – Conan’s 30 city tour sold out. Their method of advertising? Sending out Tweets. Cost = $0.
  4. Failure is an option. Sometimes it is the best option. By “failing” on the Tonight Show, he was in a situation where he and his team could think differently. So they did. And now instead of the old media bosses being in charge, like at NBC, Conan and Team Coco are in charge and blazing the trail that other artists will be sure to try to follow.

I would encourage you to think about what has driven your dream or ideal forward. Does it still make sense in the year 2011? What could you try differently? Want some help thinking this through? Give me (Brian) a call at 303 268-2245 x. 4 and we’ll help you learn what you could do differently.

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Cultivating Customer Relationships Online

One of the most difficult things for most of us to wrap our minds around is that the cyber world of Social Media Marketing works very much the same as the physical world of marketing. Relationships rule. Cultivating relationships online is not really all that different than cultivating relationships in the physical world.

We like to be remembered. We like to hear our name mentioned. We like the personal touch.

But because, in the cyber world, things CAN be automated, many people do so. I have left my Twitter direct message notification on (I get an email when someone direct messages me). Many of the people that I follow have an auto-responder on. Some of these can even capture my real name and send me a response. But the response is general and impersonal enough that I’m turned off by most.

What would be a good response? “Hey Brian, read your latest blog post. Interesting read.” That tells me you’re taking time on our relationship. I confess that I don’t do this often enough but it is taking time for REAL genuine interaction that engages people, lets them know you care, and leads to building a relationship that can turn into business.
How can you cultivate relationships online?

On Facebook:

  • Interact with fans / likers (FB has new ways they are rolling out where, they say, the Fan Page will be able to interact with users just like users can – making comments and liking other’s posts)
  • Accept friend requests and then browse through their friends to see if you have common acquaintances that you might not have connected with yet

On Twitter:

  • Take enough time to respond to followers – this is obviously important for potential customers – in a meaningful way. “Nice Tweet” isn’t particularly meaningful.
  • Follow those who follow you. I actually take time to click through to my followers profile to see who they are and what they tweet about. This would be a good time to retweet something good they’ve said, reply to a tweet or direct message them with a genuine message.

On LinkedIn:

  • If you have a good experience with someone, right a recommendation – everyone likes to have their praises sung to others.
  • Find a good group to join in – one where you can ask questions and learn and then contribute.
  • If there isn’t a group (look around first, there probably is) create your own group and invite connections to join you.

On Social Media:

  • Keep in mind that Social Media is two way communication
  • Keep in mind that folks might be hesitant to interact with your brand at first. Find creative ways to get them to start – ask your physical network to help get this started by making a comment or responding to a quiz.
  • Provide value. That means providing real content that you have created – not sharing someone else’s or simply copying other’s content (this is usually illegal as well).
  • Search out people you want to connect with – movers and shakers or even potential clients – and, once again, interact with them genuinely. Be honest about why you want to connect (I’ve been following your work / blog / Facebook page, etc and would like to connect directly).
  • Provide original content – I know I just said this but a lot of folks get hung up on this point. “I don’t have time.” “There’s nothing new in my industry” etc. I disagree. There is something unique about you as a company or individual that provides your unique selling proposition. Turn that into original content.

And I would be less than authentic if I didn’t tell you that EduCyber provides these kinds of services, whether it is helping you create a plan (Social Media Marketing Plan), setting up your accounts (Basic SMM setup), or actually implementing your Social Media Marketing plan, we can help. Give us a call at (303) 268-2245 ext. 4.
 

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Does Social Media Drive You?

I came across an article on Mashable from back in November talking about how B2B social media is on the rise.

They make some interesting points that I consistently make with clients and in presentations. Basically the point is “Create a Plan” followed by “Do some exploring to find out what works for your business”.

While there are some interesting statistics and good analysis I must disagree with the quote that says “Why not use free social media tools?” There is no such thing as a free lunch and there sure isn’t any such thing as a free tool. There is a real cost to these social media tools. That cost can be measured in time and should also be measured in $$.

It really takes a professional to make sure your Social is done right. That doesn’t mean that companies shouldn’t be engaged in their own Social Media Marketing either. I don’t change the oil on my car but I do drive it. I don’t rotate the tires on my car but I know how to change a flat when it happens. I even took Auto Shop in high school. I know enough to know I should let the experts handle my car.

In the same way, companies should rely on their Social Media Marketing company to get them set up (I don’t build cars), start the processes going (I don’t work on my car) and then show you how to “drive” (I took Driver’s Ed back in the day): what to look for, where to turn, and what to do when something doesn’t go as planned.

Setting up Social Media is easy. Just like putting a new engine in your car is easy – as long as you know where the connections go and can connect them together in just the right way. Do it wrong on your car and it won’t start or won’t run right. Do it wrong on your Social Media and you might not get any followers or actually drive people away instead of attracting them. Groupon experienced a very red face after their super bowl commercial. They were trying to attract people and instead, because they belittled the struggles of the Tibetan people, drove people away. View the ad at http://www.youtube.com/watch?v=vXGYK1eP_wo

Of course there are different levels of Social Media Marketing as well, just like some folks drive Hyundai, some drive Fords, some drive Mercedes and others are driven around in Rolls Royces. If your company is in high gear, you might need somebody to “drive you around” in your Social Media Marketing – and there are businesses that can help you out with social media from A to Z.

And now it’s time for a little plug. EduCyber can help you whether you need help developing the plan, implementing the plan, or running the whole thing. Give us a call at 303 268-2245 to get started today.

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