- Stay active ("She sells sea shells by the sea shore" is much better than "The sea shells were sold by her at the sea shore.")
- Cut excess words.
- Make sure your writing is clear of any jargon.
- Make sure you keep indicators like "that" or "then" when you're writing to a broad audience.
- Stick to basic punctuation, but realize it may change for different countries.
Monday, January 31, 2011
Sunday, January 30, 2011
Saturday, January 29, 2011
Talk about a great way to get viewers to like your Facebook page. Oscar Mayer is hosting a live Matthew Morrison concert in less than 30 minutes. The event has its own tab on Oscar Mayer's Facebook page, and if you're at the page, you might as well "like" the Facebook page. I mean, who doesn't enjoy breaking outinto song: "Oh I wish I was an Oscar Mayer Wiener!"
I don't think Morrison (Will Schuester onGlee)will be singing that song in his concert, but it's still a clever concept. The tab even includes a live chat below the video streamer for viewers to discuss the concert. As of now, there are 340 viewers and counting.
This is great publicity for three businesses:
- The Grove - a shopping center in LA where the concert is located. From what I've read, the center has had some financial troubles and hasn't thrived as much as it could. Concerts like this help keep it alive and well.
- Oscar Mayer - the concert stream brings traffic to Oscar Mayer's Facebook page and gets its admin guest appearances.
- Matthew Morrison - free publicity for his upcoming album - positive public relations based on charity donation mentioned at the concert.
Live streaming is growing in popularity. YouTube has the concept down with its live concerts (YouTube Live).
Where else have you seen live streaming? How can you use it for your benefit?
*Update (12:40 p.m.): The channel has gone offline. Looks like it was caused by technical difficulties (which also caused it to start 10 minutes into the concert). Fans are not pleased, as evidenced by their comments. Not good public relations for Oscar Mayer.
*Update (12:20 p.m.): 20 minutes in there are over 1,600 viewers at the free concert happening at The Grove in Los Angeles.
Thursday, January 27, 2011
- Newspapers are not dying. News is changing mediums, but there will always be a need for reliable information, and papers like the Post are finding new ways to make money. So, while you may not want to focus all your efforts on pitching press releases to newspapers, don't write them off entirely. You can pitch to a particular writer, just like you would pitch to a specific blogger.
- There are more and more of these companies showing up. If you don't have the resources to manage your own Facebook strategies, perhaps you should consider using one.
- If enough businesses are offering these management services, there's obviously something worth using on Facebook. Why don't you give it a try?
Tuesday, January 25, 2011
After all, no one ever says "MySpace me." MySpace has gained popularity with bands and other groups, but the major social network remains Facebook. Perhaps this is because Facebook never stays the same. While many have complained about the many changes in layout, the new layouts give users something new to get excited about. I only recently saw the movie The Social Network. In the movie, Zuckerberg (founder of Facebook) mentions that his site will always be changing.
Change. The world is constantly changing, and we need to change with it, especially in our marketing and public relations strategies. But one more important lesson for marketers comes out of Facebook: the importance of interaction.
In the movie, The Social Network, Zuckerberg also says Facebook provides people with the opportunity to connect online, to learn about each other through status and relationship updates.
Such interaction has its downsides. An old professor of mine recently stopped using Facebook because he believed it negatively affected relationships by keeping people from interacting in person. His choice should come as a warning to marketers. Without genuine interaction, Facebook negatively impacts some of its users. It's up to you, as the representative of your company, to show that your company does genuinely care. The accusation that Facebook facilities fake relationships and keeps people away from real, personal relationships should make us work even harder to prevent that very thing from happening.
How do you increase interactions with customers and keep those interactions genuine?
Monday, January 24, 2011
A few highlights of the below graphic:
- 1 of 13 people on the earth make up the 500,000,000 uses of Facebook
- About 28 percent of those people check their Facebook on mobile devices before they get out of bed (that should tell you something about the growing popularity of mobile devices and our need as marketers to take advantage of those devices)
- Liking "drugs" is up 1131.9 percent this year
- 57 percent of people talk to people more online than they do in real life (more than enough reason for a marketer to interact with customers both in person and online)
- 48 percent of young Americans say they find out about news through Facebook (in other words, make your company news and post that news on Facebook)
Thursday, January 20, 2011
Anyway, my mom made me wait for an hour while she opened a new account. At the end of the hour she found out there were no ponies available, and the Wells Fargo representative gave her an "I owe you." We went back later for the pony, but it still felt like a lot of work for nothing.
It does go to show, however: customers like perks and will jump at any opportunity to receive free stuff.
What deals have you offered to get customers interested?
Tuesday, January 18, 2011
Amazon has a simple way of doing this. To keep the customer on their own site, Amazon compares products for customers. More specifically, it compares reviews of products. The customer does not have to go searching through the many reviews on a product. Rather, he can view the best and the worst review at the same time.
How do you make the final decision easier for your customers?
Saturday, January 15, 2011
Zagorski goes into more detail on his blog.
- Position you as a thought leader
- Remain in front of your audience
- Drive traffic to your website
- Enhance your relevance in search engines
- Increase your presence in the social network space
- Promote not only your business but the business of the people who you do business with
- Present sales offers to drive sales
In your mind, what makes a successful newsletter? How do you drive traffic to your site?
Read Newsletters Part 1: Know the audience you're writing to
Read Newsletters Part 2: Use simplicity to sell your product
Read Newsletters Part 3: Amazon's product suggestions
Friday, January 14, 2011
Amazon sends out regular emails to me, featuring products I might be interested in based on my previous purchases. The emails start with a summary of products and their photos and then gives more product details. They get me interested in a product before they give me the details. The summary also serves as a useful way of telling me what I'm in for. All newsletters should make their point clear from the very first sentence to the subject headline.
A quick word of caution based on Amazon's emails, however. While the emails are sometimes helpful, they come far too often and are often repetitious, which easily gets on my nerves. Always be careful to avoid annoying your customers with too many emails. It's usually more useful to pick a regular date on which to send your newsletter and at a rate that will not annoy customers.
What do you add to your newsletters to remind customer’s of your products?
Read Newsletters Part 1
Read Newsletters Part 2
Wednesday, January 12, 2011
More often than not, newsletters focus on the public relations goals of improving the customer's perception of the company and improving customer knowledge of and interaction with the company, but newsletters can still market or sell the company, as well. The more the customer likes the company, the more likely the customer is to buy the company's product. And newsletters serve as a facilitator that allows you to make it simple and easy for customers to find and buy your products.
For example, a recent Women of Faith newsletter included the following graphic:
What do you add to your newsletters to remind customer's of your products?
Read Newsletters Part 1
Monday, January 10, 2011
Whether you use a physical newsletter or an e-newsletter depends on your audience. An older audience might prefer a physical paper, while a younger, tech-savvy audience may prefer an e-newsletter delivered straight to their email.
Last summer, I worked for a theatre company (Sierra Repertory Theatre) that used both methods. They created a physical paper a few times a year that they sent to season subscribers and put on display for audience members to read while they waited for shows to start. SRT also sends out an e-newsletter through PatronMail twice a month. The newsletter provides a quick introductory news blurb written as a personal note from the marketing director. It then goes on to provide articles about people involved in current productions. Theatre goers like to learn about what goes on behind the scenes, and the local audience that SRT serves is an old-fashioned one that prefers reading about people over reading about news. SRT's newsletter caters to its audience. It also provides sidebars that remind readers of current production dates and of needs for volunteer ushers.
What do you do to make your newsletter successful?