Online marketing campaigns

Carolyn Baugmart listed three outstanding online campaigns that engaged lot of fans I her article for mashable.com. First of them being University of Wisconsin-Madison’s #UWRightNow. For the „anniversary“ of 1.4 million hours since founding UW the project that moped 24 hours of university life, started. „This social media project invited members of the UW campus to submit snapshots, tweets, videos, or short posts describing a moment on campus throughout the day. The result is an insightful peek into the lives of hundreds of students, faculty, alumni, and staff as they were on April 18, 2012.“ This definitely is something fresh and interesting that is very likely to catch attention of many. What was the result of the campaign? Among others, 3000 tweets using #UWRightNow hashtag by April 18, 8 pm.

Second campaign Baumgarten mentions in her article is Doritos Crash the Superbowl. What the creators of this campaign were aiming for was „breaking the rules.“ And it definitely paid of. The campaign consisted of commercial and web, point of the campaign was to invate Doritos fan to create a commercial for them that would air during Superbowl. The prize was $1 million. And the result? Over 2 millions video submissions and two million voters . Engaging fans was „simple“ but very effective idea to promote the brand.         

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Pay Per Click Campaign

First, establish your business goal that you are trying to accomplish by PPC campaign. Once, that is set, research your potential audience, and settle whom you are trying to target. Make the list of desired key words. Keep it at the reasonable length though. For creating keywords, you can use platforms such as Google Keyword Tool or WordStream’s Keyword Suggestion Tool. Above listed platforms can help you with coming up with new keywords ideas, which might come in handy. Do not hesitate to use your keywords repeatedly in order to increase your Click through ratio (CTR). Higher CTR will get your ads higher on the page. Be specific while describing your goods. This way once a person sees your description, s/he will have an idea of what you have to offer and is more likely to click on your page than if you were being vague in the description. PPC offers ad variation, so don’t be afraid to experiment, use numerous patterns. After some time, you can keep track of which pattern is more effective.    Before starting PPC project, you should look into several things first. Make sure you have all your fees/contracts/budget figured out. Set the timeline for your project in irder to follow individual steps in a timely fashion.

Search Engine Marketing

Engine marketing is a type of Internet marketing that helps increasing web’s visibility/searchability.

Google analytics provides with detailed statistics about web’s visitors. These statistics/information are hence being used by marketers to target their audience. There are several strategies that could help increase website’s traffic. Crucial thing to do is using keywords on the website with a high density.

Pay Per Click is a way how to raise web’s rating in search engines. There are numerous methods how to achieve this. For example selling advertising space  that would involve relevant and desired words.

One of the challenges of search engine marketing might be that they are not exactly ethical. When an individual „googles“ a keyword, s/he is most likely to actually visit only websites that come up on the first site. Therefore, big companies logically invest whole lot of money into search engine marketing, excluding smaller companies with less profit and creating an effect called „search engine spam“ and often lowering content quality.

Facebook advertising turns out not to be so popular

Facebook is by far most used social network. That makes it a great website for advertisement. Or does it? Studies have shown that Facebook is not necessarily as “hot” for the marketers as it might seem.

According to the article Marketers Love Facebook, But Don’t Want to Advertise There article by Lauren Indvik  „Of the 658 self-identified marketers, agency executives, media executives and marketing consultants in AdAge‘s survey, nearly 86% indicated that Facebook is part of their marketing mix. However, only 55% said they advertise on Facebook, and 86% said they would produce Facebook content without buying any ads on the platform.“

Ryan Holiday in his article Why I lost my faith in facebook advertising gives an idea of why that may be: „Because of Facebook’s presumed success, many small, medium, and large businesses individually and in turn experiment with Facebook ads. They spend hundreds or thousands or more on Facebook ads. At the end of the first run, they see bad ROIs. They tweak the ads and spend more money and try again. Nothing. So they stop, understanding that Facebook ads are worthless. Almost everyone I’ve talked to who has actually bought Facebook ads knows this. But, not everyone has bought Facebook ads yet. There are still more and more new businesses finding out about Facebook ads. As they grow, even more businesses give their money to experiment in destined failure.“

Surprisingly enough, social media giant is apparently not so big in advertising after all.

Photo source: http://www.facemag.cz/wp-content/uploads/facebook1.png

 

Links:

http://mashable.com/2012/06/27/marketers-advertise-facebook/

http://www.forbes.com/sites/ryanholiday/2012/05/17/why-i-lost-my-faith-in-facebook-advertising/

INSPIRING USER-GENERATED CAMPAIGNS

Three User-Generated Campaigns That Got it Right is an article by Carolyn Baumgarten that deals with user-generated content (UGC). According to wikipedia UGC ” covers a range of media content available in a range of modern communications technologies. It entered mainstream usage during 2005, having arisen in web publishing and new media content production circles. Its use for a wide range of applications, including problem processing, newsgossip and research, reflects the expansion of media production through new technologies that are accessible and affordable to the general public.” Companies have been using UGC for targeting potential customers.  Carolyn  Baumgarten listed three outstanding user-generated campings. First of them being University of Wisconsin-Madison’s #UWRightNow. For the „anniversary“ of 1.4 million hours since founding UW the project that moped 24 hours of university life, started. „This social media project invited members of the UW campus to submit snapshots, tweets, videos, or short posts describing a moment on campus throughout the day. The result is an insightful peek into the lives of hundreds of students, faculty, alumni, and staff as they were on April 18, 2012.“ This definitely is something fresh and interesting that is very likely to catch attention of many. What was the result of the campaign?Among others, 3000 tweets using #UWRightNow hashtag by April 18, 8 pm.                                                                                                                                                  Second campaign Baumgarten mentions in her article is Doritos Crash the Superbowl. What the creators of this campaign were aiming for was „breaking the rules.“ And it definitely paid of. The campaign consisted of commercial and web, point of the campaign was to invate Doritos fan to create a commercial for them that would air during Superbowl. The prize was $1 million. And the ressult? Over 2 millions video submissions and two million voters . Engaging fans was „simple“ but very effective idea to promote the brand.

Last but not least, Tourism Queensland’s Best Job in the World campaign. What is the best job in the world according to Tourism Queenland? Island caretaker! What does this position entail? Snorkeling, feeding fish, and blogging. Sounds amazing, right? Well, 35 000 applicants for the job thought so. This huge number eventually narrowed to 16, from which came one lucky future island caretaker. Not surprisingly, campaign got a lot of media attention. Baumgarten states that the campaign got an estimated $368 million in media coverage and reaching a global audience of three billion. Pretty impressive for small budget campaign!

Photo source: http://uwrightnow.wisc.edu/wp-content/uploads/2012/04/uwrightnow1-1024×682.jpg

Links: http://mashable.com/2012/06/26/user-generated-content-campaign/

http://www.news.wisc.edu/20564

RECOGNIZING YOUR EMPLOYEES ON SOCIAL WEBSITES

Founder and CEO of Journyx, Curt Finch’s article on mashable.com Why Recognizing Your Employees on Social Media Is Great for Business gives you idea show to connect with customers, increase visibility and promote yourself at the same time.  How to do that? Publicaly recognize your employees accomplishments and good work. By-product of this is creating rather positive impression.   Finch states very good reasons why you should go ahead and go for it. Employee Recognition Reflects Well On Your Company and it ensures Boost Company Morale In Real-Time. 

What about the ways how to make it happen? Use Facebook, Yammer, Rypple, Twitter or company blog. When it comes to the last listed case, Finch says: “This is a perfect place to highlight the accomplishments of an individual employee or an amazing team. Blogs lend themselves to detailed descriptions, lists and pictures and allow anyone to comment on the blog post or add to the conversation.”

To keep the balance, Finch states potential downfall of recognizing you employees via social networks: “Be careful to reward people in any sort of public forum unless you’re absolutely certain that they would welcome that kind of attention,” warns Linda Pophal of Strategic Communications, LLC. “A number of years ago I supervised a graphic designer who was going to be recognized at an ‘all-employee’ meeting. She got wind of it and came to my office extremely agitated because she did not want that kind of public attention. Social media is just another form of public exposure – on steroids. Yes, it can be a good thing, but it can also backfire.”

Links: http://mashable.com/2011/12/16/social-media-employee-recognition/

Photo source: http://football-picture.org/data/media/5/Ronaldo_Crying.jpg

Responding customers online- how to do it right

Sam Keninger in his article 7 Rules for Responding to Customers Online comes up with suggestions how to communicate with customers via Internet. First advice, which says you should  Be timely is a reasonable one indeed. Be aware, that your customers using Internet might have rather short attention span. Don’t get sloppy. Unanswered post can be viewed not only by the customer who wrote it, but also by numerous others (potential) customers. Avoid getting personal with customers. There is really no point in arguing even if you were right, keep in mind that „customer is always right.“ Keninger mentions Boners barbecue affair, in which mentioned restaurant publiciezed picture of thein customer who supposedly didn’t tip. Whole thing got a lot of media attention and some might argue this might have been a smart move how to promote themselves, but one should really consider whether it is a good idea to try to get the attention a tany price.

One of Keninger’s other sugesstions says you should keep your answer short. „The social attention span is tiny and your responses aren’t only for the initial reviewer but for future consumers. Don’t kill the mood,“  he says. Tip number six suggets you thank your customers. It shows you value that they are satisfied with your product/ servise and undoubtely helps building customer loyalty. Keninger close up with the following advice: „Walking the walk is crucial to the success of your customer experience management campaign and, ultimately, your bottom line. Over time, companies that have the same issues over and over again will not only have bad social scores but will show customers they are incapable of improving. You don’t want to be written off as a lost cause.“

Links: 

http://mashable.com/2012/05/02/rules-responding-to-customers-online/

http://www.dailymail.co.uk/news/article-2084994/Boners-BBQ-restaurant-attacks-non-tipping-customer-Facebook-Twitter.html