The Social Media Experiment

The idea for a social media experiment came some time after we had worked on several social media sites for our clients, including giving seminars about how to utilize social media best. Most clients want to write very relevant and business-like posts about their company, services and special offers. But is that the most effective way to attract people and sell your services or products? What if we created a different type of posts, check the response, adjust it and see what people react to? How can we engage people to interact with us and promote our brand. However, the most interesting question was; how can we attract people to a Facebook page for someone who doesn’t even have a website?

So, we chose to set up a Facebook page for my German Shepherd Gustav. He has a great story and it would be interesting to see if we could get him any friends with some original, outside-the-box thinking–both for content and recruiting people.

The page was launched on July 16, 2011 and we posted everything from pictures and links to articles, to videos shot with an iPhone in HD and small humorous statements. We wanted to build it up gradually so that he eventually could be a fundraising gateway for one of our favorite charities; The German Shepherd Rescue of Orange County.

Needless to say, our experiment paid off. Just after the first 24 hours he had almost 60 friends, and on Saturday July 30, Gustav had over 670 good and caring friends from all over the world! This is extremely good, especially considering that the average user on Facebook has 130 friends – according to Facebook statistics. (http://www.facebook.com/press/info.php?statistics)

We have slowed down a little with our postings, but typically we spend anywhere from 10 minutes to an hour a day on his page – communicating with his friends any way we can. Today, August 31, Gustav has 866 friends, and we have people sharing his pictures, movies and quotes, and commenting and posting “LIKE’s” on a regular basis every day.

So we figured that we might as well take this experiment to the next level, and add a YouTube Channel plus a Twitter account and eventually a website for Gustav. The next step was to create a movie-style trailer or teaser, to promote his upcoming website. Maybe this will bring in visitors from day one. So far, the interest has grown exponentially. But, that’s for another blog post.

You can see Gustav’s trailer on his YouTube Channel here: http://bit.ly/r7b8kM
You can befriend Gustav on Facebook here: http://on.fb.me/pFxBcG
Or just search for Gustav Wollner on Facebook.

Isn’t Social Media fun when it really works?

Are QR codes gateways to heaven for a business?

In the last few months we have all seen that we are living in turbulent times, but we are also living in an exciting new age of technology and innovation. In my area of expertise, media and marketing, we have also seen the rise of new and exciting tools such as QR codes and social media.

And thanks to the rapid expansion of smartphones in the US, QR codes have now become a valid tool in our toolbox.

A few years ago, Pepsi UK put on-pack and on-shelf QR codes as a gateway to a specially created microsite. Consumers snap the code panel using their smartphone and the QR reader app connects the phone to the site. QR codes have now become an exciting way of getting consumers involved, even though it will not work for everyone – yet. The most important thing now is that we can bring an innovative technology like this to early adopters to drive brand kudos and involvement in a new and different way to create the buzz we need.

According to a new market research report, ‘World Mobile phone & Smartphone Market (2010 – 2015)’, (published by MarketsandMarkets.com), the total global smartphone sales in 2015 will account for 75.8% of the overall mobile handset revenue, at a total of approximately US$258.9 billion. That trend will just make QR codes so much more popular in the years to come, and one of the big reasons for you to look into how QR Codes can help you.

QR, or Quick Response Codes, were developed by a subsidiary of Toyota in 1994, called Denso Wave. The use of QR codes is free of any license but the term ‘QR Code’ is a registered trademark of Denso Wave Incorporated.

A QR code is classified as a 2D barcode, compared to the standard 1D barcodes we are so used to seeing on magazines, coupons, books, milk bottles, and other products. A standard barcode is a machine readable linear code, from left to right, or right to left, while a QR barcode is read both horizontally and vertically. The key difference between the two is the amount of data they can hold or share.

QR Codes are today used in print advertising, brochures, product specifications, on business cards, websites, store windows, mugs, t-shirts, and much more. The usage is only limited by your imagination. With some help, you can definitively take QR Codes to infinity and beyond.

Consumers today have become part of an on-demand “me” generation, who wants immediate access to movies, music, news and whatever is relevant to them whenever they want. Today, QR codes are being used to make that possible for businesses in all industries. Smartphones like iPhone, Blackberry and Droid are able to scan these 2D QR barcodes and trigger an action on your phone.

So who are scanning these QR codes? Mobio Identity Systems, Inc. has assembled a report to share consumer trends and the data accumulated from consumer QR code scans in North America. All of the data is pulled directly from their servers, and encompasses the final 6 months (second half) of 2010.

Some of the plain facts according to Mobio are:

• The majority of QR scanning is coming from individuals in the 35-44 years of age bracket (25%).

• Steady adoption is being seen amongst all age brackets between 18 and 54 years of age (84%).

• A majority of QR scanners are females (64%) – generally head of households.

• QR barcode scanning grew an impressive 1,200% from July to December 2010.

• QR scanning to receive information on a product or service is by far the most popular type.

How can you as a business get started with your own QR marketing campaign? There are plenty of websites where you can create your own QR Code – and it is all free. Just Google “QR code generator” and you will find over a million page results.

QR Codes are popping up all over the place, and the practical uses for QR Codes are many. Codes are now appearing in magazines, newspapers, on billboards, in store windows, on real estate for sale, on websites, on business cards, posted next to paintings and sculptures at museums, and even on t-shirts and business cards.

When scanned with a Smartphone, the link can take the user to a landing page on a specific website, your Linkedin profile, a product video, a vCard, a coupon, a user manual or more information about an artist. ‘Nuff said. It’s cool, and it really works well when done right. You can say that it is the next generation Direct Mail tool with measurable results.

Yes, QR Codes can come with analytics. Now you can know and track the performance of your marketing campaigns that make use of QR codes. You can see which campaign is working and which one you need to tweak. QR analytics is an invaluable tool for anyone who spends money on marketing.

With analytics you can find out how often a QR Code is scanned, the location where the QR Code was scanned and more. Sounds like heaven for a marketing manager doesn’t it?

EXCELLENCE – what every client needs to know

Excellence is an important value goal and something definitely worth pursuing. And I’m not just talking about meeting deadlines and good grammar. I’m talking about excellence in the quality of creativity – the kind of excellence that transcends average and goes well above and beyond the norm.

You’d be surprised how many times I’ve heard the phrase “quick and dirty” – from clients. By saying those words, of course, they’re setting the table on two fronts. First, of course, they’re saying, “the budget is small.” But at the same time they are expecting top quality work. While a client may want to control cost, the expectation is always something better than average, better than ‘dirty. However, no matter what the client says – even if he or she insists – I meet my own expectations. I would want nothing but the very best creatives, a fully optimized solution within a realistic budget of course.

A small budget never is a hindrance to do excellent work, the approach should be the same as with a big budget; pursue excellence at every opportunity. However, a small budget may limit the final execution in some way or remove important features or media channels that might be ideal for the concept. But that’s where the client has made a material decision on how and when and how often they want to deploy. But even then, a good creative agency is able to find ways to communicate within budget restraints; maximize the results as much as possible. When you have limitations, creativity really thrives. It’s important that the client and the agency have a realistic view of what can be achieved within the budget. At some point they have to realize that you cannot buy a Mercedes for the same price as a TREK bicycle, even if you really want to.

As you see, there are limitations of course. Having said that, there’s never a limitation on excellence – no budget can limit the opportunity to go beyond expectations. Achieving excellence is qualitative, not quantitative. You cannot reach a national audience in a matter of days with a low budget campaign. But you can lock-in the attention of a smaller audience with an excellent selling proposition or a well-planned message that has impact.

A good agency-client relationship is honest. They provide the warmth that I believe is often absent in creative communications. Just look at the material around us – all of  those impersonal “quick and dirty” projects that do nothing to capture attention – they are a waste of time and money because they were created to complete a task, to meet a job requirement.

If you build a relationship, you build a unique opportunity that transcends the impersonal nature of communications. After all – we are trying to touch people at a distance. You need all of the personality and pathos you can get to bridge the gap of an ad or a brochure or a website and touch your target audience. That kind of work is best done in the warmth of a good relationship.

My colleagues and I have had clients that spent a lot of time and money with the wrong people. They are completely honest with us – usually to the point where they can explain their budget and their expectations very clearly. That sets the table for good work because we have an open relationship – I’m open, they’re open, and everybody is looking for good solutions. Really what you want is a cost-effective working relationship that optimizes the creative process. However, now the task may cost them twice as much since they have to start a new, and its not our fault. We cannot pay for the lack of excellence or creativity of another agency.

What should a client expect from working with the right agency? Excellence on all levels. That they will listen and do research. They will perform with the highest standards. They will be on time, on budget and come up with solutions that will set them apart from their competitors. What should an agency expect from a client? Honesty, realistic budgets and respect for their professional skills and opinions.

Filler of the day: Gustav, a pup with Swedish human name…

Gustav is Swedish or Scandinavian and means “royal staff” or “staff of the Gods”. Makes sense. He is treated as royalty in our house, at least it seems like it. But why the dog got that name I don’t know, it was his name when we got him. We’re fostering at the moment, and it may take a long time before he heals after his surgeries and mange attack. Maybe 14 years (?) In the two weeks we have had him, Gustav have learned that medication is bitter, and that canned or dry food is extremely good. Pizza and hamburgers smell better than his food. He is not too fond of hospitals, but loves people. He thinks dogs are facinating, he loves his toys and his bed. Sometimes he does not want to listen at all. Just like a normal kid. Maybe that’s why the dog was given a human name like Gustav? You can read more about his ordeals here: www.gsroc.org/presskit.html

Website design: what every dog rescue organization need to know.

Most dog rescues do a phenomenal job in helping abused and neglected animals. However, apart from a few bigger organizations, they are for the most part cash strapped and get barely by with small donations from kind souls around the country. Adoption fees hardly cover even a small portion of the cost of veterinarian bills, and having the dog in a kennel. Most rescue websites do little or nothing to improve upon their financial situation, and they lack the careful balance of emotion and information that is needed for a professional and successful website. It does not have to be that way!

The HSUS estimates that animal shelters care for 6-8 million dogs and cats every year in the United States, of whom approximately 3-4 million are euthanized. And, allegedly over 100 dogs are abused every day in the US. Horrible! So I do understand why some people are getting desperate. It’s a fight that is almost impossible to win. At this time, there is no central data reporting agency for animal shelters, so these numbers are estimates. We will make still greater progress by working together to strike at the roots of animal overpopulation. So spay and neuter your pets.

How can the rescue organizations be more effective online? What is the magic ingredients that make a dog rescue website successful? We have created successful websites for dog rescues and other companies for over 10 years, and have a good understanding of what works and what doesn’t. The top ten most important points for a great rescue site are:

1) Professional: Contact a professional company. The cost is worth it. Remember that it’s the Return on Investment is what’s important when it comes to development cost.
2) SEO and Advertising: make sure you can be found on the internet. With over 183 million websites out there (according to VeriSign 1st quarter 2009), it is important that people know how to find you.
2) Engaging: The site needs to be inviting and create an action by the user.
3) Navigation: It needs to be easy to understand and navigate.
4) Database: Build a back-end database where all entries can be made for each dog.
5) Easy: Make the site easy to update even for people who don;t know anything about programming.
7) Content updates: The best way to get people to come back is daily updates. More if possible.
8) Contact and follow up: Make sure there are several ways to contact you, and answer them within 24 hours.
9) Display dogs: make it easy to search, view, sponsor and send in an adoption application .
10) Social Media: Make sure you have a good presence on Twitter and Facebook.

Don’t forget, looking professional online and not in real life is a turn-off. You have to be branded and consistent in everything you do for people to notice you.

Visit German Shepherd Rescue of Orange County (www.gsroc.org) and German Shepherd Rescue of Northern California (www.gsrnc.org) as examples of how to design successful websites for a dog rescue. I am a long-time board member of the German Shepherd Rescue of Orange County.

NOTE: If you thought these points are only for dog rescue sites, you are wrong. It’s for everyone.

Top 10 reasons for choosing a website developer

Sometime ago I saw a posting in one of the LinkedIn groups from a marketing manager who needed their company site rebuilt. The question was simple: Do you think we should go with a company that doesn’t show references? (Obviously she had asked them with no answer.) My answer, equally simple: No. If you have been in business for a while, you should have plenty.

Here are the top ten reasons for choosing a website developer (the order is not important):

1. THE CHEAPEST. They give the cheapest bid! Hmm… sorry that is NOT one of the reasons – actually it may be the worst thing you can do. Never chose a web developer on price alone – choose on ability and expertise. It’s your company we are talking about. It’s funny how some companies “don’t have more than a certain amount for website development, but they always have more money to redo it when they see it doesn’t work. Maybe it’s cheaper to pay more sometimes.

So, here we go again – the real 10 reasons;

#1. PROFESSIONAL SITE. Check their website and learn about the company. If it looks professional, (not only fancy with lots of whistles and bells) – then I am sure they can create something professional for you as well.

#2. MARKETING PROS. Are they good at marketing? If they are only web developers (programmers and IT people), they don’t have the ability to create a site that can generate results. You need people who understand the marketing process.

#3. AWARDS. Are they award winning? If so, are the awards from major national or international competitions? Many companies “buy” their awards, or enter in weird “never heard of” award shows. Look for CLIO, The ONe Show, New York International Advertising Festival, Cannes Commercial Film Festival and so on.

#4. EXPERTISE. Do they have people who know all aspects of website development from programming (php, asp, xml, html) to graphic design and marketing? If not, look closer at their site to see if they are only IT people or a lonely guy trying to look big.

#5. REFERENCES. Can they give you good references with names and phone numbers? OR do they at least have references on their site?

#6. INDUSTRY KNOWLEDGE. Do they know your industry? Sometimes it helps, but it is not necessary If they are marketing pros, they can help any company in any industry.

#7. GOOD LISTENERS. Are they good listeners? Or do they only want to talk about themselves? They should at least offer to “walk-a-day-in-your-shoes”, and really listen to what you need; the purpose of the site and so forth. All the strategic thought process behind anything successful.

#8. GREAT DESIGNERS. It’s the visuals that people see first. If the visuals don’t grab you, the back-end and programming will not do anything to help.

#9. PROFESSIONALS. Are they willing to stand by their designs and marketing approach? Never choose a production company that just produce what you want. This is about what you need, not about what you want.

#10. PERSONALITY. Are they personable, flexible and cool to talk to? Real website development is an intimate project so you need to like the people you are going to work with.

So, you want to find a developer that is close to you. That may be a wrong decision since the companies close to you may not be any good, and especially if they are cheap. Clue; most good website development companies will offer to meet with you face-to-face no matter where you are in the US. I know. We do it all the time. Distance should not matter in most cases.

What about templates and companies like Intuit who offer websites for a few hundred bucks? Well, if you have paid attention you would not ask that question. You get what you pay for – even in this business. However, this time it’s about your business and your sales. Never compromise your business – on any level.

It’s spring and time to clean out your website

How do you know that your website needs “spring cleaning”?

Take a long look at your website. After you have browsed through most of it, collect all your company materials, including businesscards, brochures, presentation materials and anything else you may have created in the last few years, and spread them all on the floor or conference room table. Kinda like what kids would do.

Now take a long look at all your beautifully printed materials and then go back to your website. Now compare all the touch points. (A touch point is whenever a potential customer is in “touch” with your brand.)

Is everything consistent, or does it look like ten different companies? Does your website reinforce your image, or is it like every other vanilla site out there? The dime-a-dozen template? How many people visits your site every day? Do you know where they are coming from and which pages they have been looking at? Do you act on that?

The answer to these questions will determine if you need ‘spring cleaning’ or not. Sometimes it can be very difficult for someone to see if their image has been compromised by what they have created in the last few years. Then it’s time to call in a professional cleaning crew. Someone who knows about cleaning or upgrading your brand and marketing. You will be amazed by how big the difference can be, on all levels. Just make sure you don’t use cheap bleach/cheap designers… you will wipe out your uniqueness and colorful image in a second. Yes, but of course… you will save some cash, but at what price?

Now be honest, does your site need spring cleaning?

Who can tell me what my mother looks like?

As I sat down in front of the computer this morning I was reminded about a story I heard about a pastor who asked his audience this question; “Who can tell me what my mother looks like?”

Several people shouted their answers back at him. Some said she was 5′ 10″ with long dark hair, weighing in at 154 pounds, others that she was a blond bombshell at 5′ 3 and 125 ponds. There were more opinions about what she looked like than the healthcare bill. Finally, the pastor brought her on stage. She was a beautiful woman in her late fifties with red short hair at 5′ 11″ and 157 pounds. “There is only one mom, and this is what she looks like.” His point was that that everyone’s opinion about God cannot be correct or true. No matter what your perceptions and opinions are, there is truth out there. Only one can be right.

So what does this have to do with marketing? Well if the ‘mother’ is advertising, then we are in business.

Welcome to world of “I know best” and subjective comments on advertising. It is funny to see how a professional industry contains such a wide variety of professionals who ‘knows’ what’s good and what’s not. No wonder clients sometimes lift their eyebrows and are somewhat skeptical. “Am I feeding your ego or my own business by hiring you?”

Don’t misunderstand, I love that people have their own opinion about marketing. I definitively do. But let us at least keep it on a professional level when it comes to work produced by other agencies. When one professional loves a creative solution, and another one hates it, who do you trust and why? Everyone can’t be right? Or was the pastor wrong? Is is good and bad at the same time?

Go to 10 different agencies and get 10 different solutions for your project. Thats just how it is. There is no “one way” to resolve a marketing problem, but there are more and less effective ways. And there is only ONE answer to the question: “DId it work?”

I browsed over to www.adweek.com this weekend and checked out some of the “Ad of the Day” commercials and of course “the comments”. So this is where the fun begins.

Brand: Samsung Wireless Telephones. Agency: Leo Burnett USA, Inc. Ad: Samsung “R&D”. 20 comments today from 1 star and “I hate this spot” and “garbaaaage.” to 5 stars and “hilarious. love it” and “Kudos to the team.” So, it got me thinking. Do people just make comments from their own feeling or are they really objective and really know what they are talking about? (I guess I already know that one, but still.) Or maybe some of the people who are commenting are not even working in the field of advertising? Now that’s an idea…

So, do they really know if the commercial worked or not? Isn’t it why we are in this business, to make it work for our clients? So here is the million dollar question; “Did it do the job it was intended to do?” If it did, isn’t it then a “love it” ad? Or is is “bad” just because you think it is? How can we be sure?

I ‘grew up’ with David Ogilvy, so I might be partially bias to some of his teachings, but he made sense. He definitively knew what he was talking about. Does it still hold water? Check out http://vodpod.com/watch/413344-david-ogilvy-we-sell-or-else and let me know.

The next time you ‘love it’ or ‘hate it’, or have an opinion about my mother, think again. It may be that the truth is different than what you think.

Do you see invisible people?

We market ourselves by the way we dress and talk, and we judge others by what they wear and say. This entry is more about opening our eyes and listening rather than actual marketing. But in a way it’s kind of what we do when we have to get to know a client. Never judge a book by its cover right? Or a company by the initial perception. We need gather information by asking questions and then come to a conclusion. Maybe there is a gem there somewhere?

I was sitting outside my usual Starbucks Cafe with a cup of coffee and my Kindle. The sun was warm but the wind was almost icy every time it picked up a little. Still it was nice. People came and went, and a few sat down at the other tables outside. It was a beautiful day.

Well into my fifth chapter, I heard some Metallica close by. I looked up and there was a homeless man listening to an old and dirty cassette radio at the far table. He was probably not any cleaner, but he was singing along and seem to have a good time. Every now and then he brushed shirt or pants as if there were crumbs on them. His bike was close by with some plastic bags where he probably kept most of his belonging. Metallica is cool. I smiled to myself.

A well-fed man in his late 40′s or early 50s entered the scene and sat down at the table next to the skinny homeless person. The homeless guy turned towards him and said: “Did you see Jimmy Kimmel last night?” The man who just arrived was now smoking a cigarette and turned the other way. Our friend kept talking, but there was no response.

The homeless person turned toward his cassette radio again and kept the volume low enough not to disturb anyone, but loud enough to hear. A friend of our cigarette smoking friend came along and they laughed about something and shared a cup of coffee.

The homeless man tried to connect, but it was as if he wasn’t there. Or that he was invisible or something. I started to feel very uncomfortable.

Finally I could not stand their attitude anymore. So I went over to our friend. He looked at me and smiled. I asked him what he was listening to. “Metallica! Did you see Jimmy Kimmel last night?” “No.” I smiled and looked over to his “friends” at the other table. Even I seem to have entered the “invisible zone”. So I turned around and said: ” Are you hungry?” He looked up and smiled with what little teeth he had left. “Always”. “Come on, let’s go inside and see what they’ve got”, I said. As we walked into Starbucks he was chatting about the time he was able to see Metallica in concert. He was a really nice guy, and I couldn’t help but wonder what the two well-fed men were thinking.

Inside I told him to take whatever he wanted. “I am a vegetarian,” he said as he took a bottle of water and a veggie sandwich. I paid while he went to the restroom to wash up. We continued to chat as we walked back to his table outside.After a few minutes I had to leave so I shook his hand and told him that it was nice to get to know him. He smiled.

I looked over and saw our well-fed friends looking at me. No smiles, but maybe they realized that even homeless are people. Their bad attitude gave me a bad taste in my mouth. I thought to myself that I would never ignore anyone. Well, maybe those two.

I never see “Mike” anymore, but “Steve” is there, every other day. We talk sometimes and always smile and say hi. It is good to know that sometimes just a smile or a few words can make someones day.

Do you see invisible people?

Why online visitors won’t trust you or your company

I read an article this morning on cnn.com where Ken Voigt starts his article about ‘Cyber crime’ by writing: “The past 12 months have been a banner year for cyber crime. And that could be bad news for the future of e-commerce. “At current trends, in three or four years people will start to think twice about transacting on the Web, individuals and businesses,” said Michael Fraser, director of the communications law centre at the University of Technology Sydney.

It hit me that this is exactly why we need to pay more attention to what we are doing online and in marketing in general. It’s simple actually; just make sure that we always add another ingredient to our strategies and concepts; ‘honesty’. Be truthful and reveal who you are and make it interesting.

Trust has been an issue for some time now. People don’t even trust the established corporations, how can you expect them to trust you?

I checked a few online stores and companies this morning to see what they are doing to give their visitors confidence in them. I started with a Google search to find online stores with ‘Christmas plates for sale”. I got over 1,1 million results, so I started with one of the sites listed on the first page. In the “who We Are’ section it says they are a shopping mall website; that they collect and displays products from many different retailers and organizes them for my shopping convenience.

Their contact page only gives an address and an email. Nothing about who they really are, their story, their passion for the products they sell and more. Nothing that really gives me the confidence shop with them. I am not saying that this site or company is not legit, I am sure they are. I am just saying that they have not given me a reason to shop with them.

It is different with companies who we know and love, like Amazon.com or Apple.com, but there are hundreds of thousands, if not millions, of e-commerce and corporate websites out there with no background, brand, image or ‘trust-factor’. With so much competition out there isn’t it about time to use this easy concept to gain ground among their competitors?

This reminds me of the McGraw-Hill ad that David Ogilvy created: “I don’t know who you are. I don’t know your company. I don’t know your company’s product. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s record. I don’t know your company’s reputation. Now – what was it you wanted to sell me?”

When you want me to trust you as a company, at least be honest and post who you are and the reasons for why you want me as a customer. I have so many choices. No wonder online visitors won’t trust you or your company.