Lack of Social: So Many Businesses are STILL Doing it Wrong!

Shorty Produksins is Internet Marketing Orlando. Brand Social.

PREVIOULSY PUBLISHED TO EXAMINER

According for the Center for Media Research and The Chief Marketing Officer Council in its latest release of industry information: “When asked what elements in the media mix were being localized to address local market segments or better drive interactions at the local level, marketers are focused on localizing strategy, segmentation and messaging (68%) and direct mail and emails (53%). However, fewer than 50% of respondents are focusing on localized media buys, social media interactions, website or even adjusting sales literature or collateral.” Those targeted in the first two groups are based on an already established client base and list of potential consumers collected by businesses on the local level.

If you notice, everything related to actual Internet Marketing and Social Media Marketing is grouped into one item. To boot, there isn’t much of a budget or energy set aside to really take advantage of such powerful tools. In essence, they’re spending money on the strategy and messaging to be compelling, but not using it where it is most effective! This is when they complain that “SOCIAL” simply does not work.

A job done half mass will be a job done “half-_______ed.” Let that resonate the next time you’re involved in a marketing plan. So many put only little effort into their Social Branding and realize that it’s going nowhere.

In reality, they have a stagnant Facebook Like Page that only Brand Loyalists are stumbling upon and liking. Likewise, the brand’s Twitter account is doing just as well while following 500+ “tweeters” and gaining less than 50 actual followers.

Their mistake is the lack of engagement. After all, what good is messaging with no conversation? If there is no interesting content to be shared or repeated, no one will share or repeat it. It’s as easy as that and nothing less to be said.

The Center for Media Research also reported that “despite 59% of national marketers noting that local demand generation was essential to their business growth, only 7% feel they have highly evolved campaigns and measures in place that can activate consumers at a local level.” It’s obvious that some get it. But, it’s sadly pathetic how so many simply do not.

Not to burst any bubbles, but hiring a High School Student or College Freshman isn’t enough either. There needs to be some type of strategy set in line. True, “fresh ideas” are wonderful to have on the team for ideas and content distribution. But, there has to be a strategic call to action set in line. What is the message needed to get across time and time again? What is being sold? How will we convince others to do what we want them to?

We spoke of Internet Marketing as separate from “SOCIAL” earlier. It truly is. Let’s address this now:

Internet Marketing is a broad categorization of multiple marketing channels and styles done within the world of the Internet. There, of course, are subcategories that also branch out into other realms of the marketing mix. Internet Marketing can be summed up as “content and content placement.” Words can be consumed as content. In essence, they are exactly that. Videos, pictures and audio are all the same — content. Where and how it is placed and displayed for awareness is also part of Internet Marketing.

Some people don’t understand the scientifics behind Internet Marketing. All content is a plausible cause for SEO tactic. Defend your placement in search engines and bring awareness to your brand by naming your content, using search terms within your copy and in finding organic results. Organic results happen automatically. However, paid results are just as important. These also help your placement in search engines. Yes, it is all one large algorithm… One that must be understood.

Backlinks, link pyramids, link wheels, blogs, tags, and many other Internet Marketing elements all help a brand’s presence on the net. These are like hand grenades, gutting knives, and darts in defending against and combatting competition on the net!

The littlest things can and will matter. These things MUST be implemented into Social Branding, as well as within company websites, Youtube channels and so on.

There must be consistency. In fact, the Law of Consistency, as explained by authors Al and Laura Ries in “The 22 Immutable Laws of Branding,” is very important to branding as a marketing strategy on any platform — Online or off. Don’t think for one minute that Google hasn’t been programmed to understand this.

There are many reasons why more of a budget needs to be set aside for Internet Marketing and Social Branding in separate categories. Again, hiring students to complete work for the company’s Social Presence is a great idea. But, there must also be professionals on the team getting their hands dirty if a social garden is expected to thrive.

If you are going to invest a dollar into your branding, what is an extra fifty cents if it triples your return and leaves a lasting impression on your consumers? Think about it.

Speaking of consumers, let’s address them real fast. How much of a budget are you putting aside for customer relationship building and customer service? Do you have any particular way of communications with them available around the clock?

The world of media has changed the way we do business. “Always On” culture has changed the way we seek customer service and retain those customers seeking our servicing.

It’s safe to assume that our business hours aren’t always convenient for our consumers who may also be working or busy with children in those hours. After hours may be the only time they have available to reach us. E-mail correspondences, while easily accessible, may take days to address simple fixes, and not always will someone be able to answer the phone to answer hard to ask questions.

Did you know, in customer service and technical support, the same questions are addressed over and over again? So, why not plan for this in the marketing mix? Hiring and training students to work after hours (when many will be wide awake and available), might be one way to cut back on “social” costs because they are only needed on demand but very important in customer retention.

ddressing customer relations in a social forum, while keeping private conversations private, content is created and a solution has been addressed to unexpected and common problems encountered with our servicing and platforms.

Being brutally honest, some consumers will be too lazy or proud to reach out for help. Let’s use monitoring tools to find out their difficulties with our services and products and reach out to them!

Let’s get involved in their conversations and sway negative conversations into testimonies and positive reviews. After all, Word of Mouth Marketing is always going to be the most effective form of marketing. The reason behind this is Brand Loyalty of our trusted friends and family will gain our interests over some advertisement thrown in our face to sell us something.

Similarly, dampening negative conversation about our brand helps dramatically, because negative feedback is twice as damaging as no feedback at all!

Let’s find out true opinions based on customer experience and find out what isn’t working for our brand, why they aren’t “funneling correctly,” and why they are dissatisfied with our products — and listen to them. Making changes surrounding the concerns of our customers is the way to go. After all, the goal is bringing them an end product that they can’t live without. This is how a brand will endure the tough times that every business battles when the economy slows down.

Understanding that social means interaction and keeping our consumer bases (potential and existing) are key to thriving in today’s overly saturated markets, it is mind-boggling that only 28% percent of marketers are event implementing their consumers’ opinions and needs into the marketing mix! This includes monitoring, conversation, customers support and aggregation!

Furthermore, only 6% are actually including IT and engineers into their strategy. Do they not understand the importance of SEO, customer reporting and analysis of data!? True, some data will never be able to be collected in a full spectrum due to the restraints of Cross-Platform Technologies and privacy laws, but there are some things in business that risks are worth taking — especially if you know it is needed.

So, why isn’t more collaboration taking effect? Why are dollars being wasted outsourcing for data analysis and research when it is already available at our fingertips? Why aren’t we splurging areas of our budgeting on Social Media Marketing and Internet Marketing necessities where we stand to see most of our return on investment? Why don’t we allow our existing Social Branding efforts to coexist as customer retention, conversation and support?

Re-adjusting budgets in 2013 and forward is a must! Not only will funding expand to broaden our possibilities, but funding can be set aside to implement Mobile Marketing Strategies to take effect immediately.

Mobile Marketing is social at our fingertips. It is more personal than any other form of marketing out there! But, guess what: Very few brands have begun to take advantage of this, and that is where many are falling behind. “Brand Socially” and see how much of the conversation takes place mobilly.

So, you don’t have a mobile app. But, Facebook does. Twitter does. LinkedIn does. Google is the default for mobile Android browsers. Take advantage of this… NOW! Don’t be a faulty statistic. Make social work for you!

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BrandYourself: A cool, novice tool for ‘owning your name’ in cyberspace

Brand Yourself | Control your own search results.

PREVIOUSLY PUBLISHED ON EXAMINER

Have you ever “Googled” yourself only to find websites that have nothing to do with you? Mugshots of criminals? Reviews about businesses not even in the same state as you?

Would you like to dominate the first few pages of Google with your search results? Aside from in-depth SEO-work by a professional, there is a basic tool available to novice users everywhere.

A few months ago, I discovered a site called BrandYourself.com. Apparently, I was a little over a year behind this knowledge, because this site has been around since the earlier parts of 2012 from what I am understanding.

The site was created in efforts to keep “same” people together in search results, separating successful business people from arrest records of convicts that include mugshots, both of which share the same name and possibly same city of residence.

BrandYourself.com has the common goal of helping you rise within the search rankings using your name as personal leverage. It keeps your websites, portfolios, social network profiles and more attached to this central hub.

This hub acts as a link wheel and builds the connection between a user on Facebook to the handle on Twitter that everyone is following, while linking to professional and personal web spaces and biographies.

As an active user since my discovery of this site, I have been a little impressed. I use a basic accountm because this is one of my areas of expertise and a paid account would be a waste of money to me. However, it would be a good investment for someone who does not have this knowledge.

While the site, itself, does not rank high in search engines (even with a PageRank score of 6), it does indeed boost the PageRank of your sites through authoritative linking and through acting as a central hub. It also keeps you up to date on tips and tricks of basic SEO (Search Engine Optimization) strategies if you subscribe to their newsletter.

BrandYourself.com is very good at communicating with users almost immediately. One of my URLs were not listed on the BrandYourself profile I created with them. When it appeared in the top results, I was emailed by BrandYourself to tattle-tale on the “Unidentified Link.” It gave me tips on how to battle the site and regain territory. It also told me how many people viewed my page by telling on them as soon as they visited the page!

While I do not have a premium account, I am impressed overall. To be honest, there are more efficient and effective ways of doing this. But, as I have stated earlier: For someone to have no experience in the field of SEO or Internet Marketing, this is an awesome tool for them to use and to find ownership in the most valuable keyword they will ever own — their name!

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Event marketing? Two words: Brand socially

Shorty Produkshins is #InternetMarketingOrlando. Social Branding, Digital Marketing and Public Relations.

PREVIOUSLY PUBLISHED ON EXAMINER

“Brand social,” this is the tagline of an Orlando-based Internet marketing company, known as Shorty Produkshins. Branding socially should be a common marketing objective found amongst industries around the globe. Through Web 3.0 and the “always on” culture that we encounter each day, social branding attributes to the evolution of how we successfully market our brands and do business in this new age.

According to HQSocialMedia.com, “80% of the top 100 fortune companies are using at least one social media profile to engage with their customers.”

Many of these companies are even including their own social communities within their pre-existing sites or link to an independent social network of brand enthusiasts. There are many benefits for this, especially if you own a company that is known for hosting events.

Taking social branding to a specific niche, event branding has become a necessity for venues, promoters and organizations as time decides our marketing destinies. The difference between a static website and an actual social network is far and many.

There are a few reasons that event branding is important:

  • To market the event, of course.
  • Calendar of Events and Schedules
  • SEO (Search Engine Optimization)
  • Link Wheels
  • Link Pyramids
  • Backlinks
  • Changes in time/location
  • Personalization & Interactivity
  • Information & Content Collection and Distribution
  • Investors & Sponsors
  • Updates
  • Connecting Event Goers
  • Converting Event Goers
  • Reminders
  • E-mail/SMS Lists
  • Blogs
  • Participation
  • Professionalism
  • Innovative
  • Invites through performers and event goers
  • Projections
  • Builds suspense and enthusiasm.
  • Testimonials
  • Brand Monitoring

In marketing the event, there are of course many items of importance. There are items that must take place regardless of a social presence or not. These items include but are not limited to press releases, event listings, article placements and supporters. In today’s world, a website is a must. If you don’t have this, people will forget about the site or remain confused as to what the event is or if they would like to participate.

Professionalism through a site is important. You must give the consumer an impressive first impression of the brand and event. The better the site looks, the better. The more innovative the site, the more likely your brand awareness will lead to brand interest and possibly brand loyalty.

Through a social network, especially one that users are able to connect through social logins (a simple connect to their Facebook and/or Twitter accounts), users are able to “become part of the event.”

Social networks give users a sense of personalization and interactivity. They are able to add and consume content, while simultaneously giving the brand feedback almost immediately about this content. It is also a way to monitor the brand’s reputation and to address any issues one may have about the brand.

The brand automatically has a street team intact on the online platform, because people tend to invite friends and family. Additionally, when they add this content, it will more than likely stay on the site, even if the user isn’t active. If this content is related to the event or brand, this strengthens the brand’s presence for this and future events. They can share this content within the site or offline through Twitter and Facebook. Videos and audio of performers and venue locations will attract brand interest.

Those commenting on content with statements like, “Oh, my goodness! That event was sooooo fun!” or “I love this artist!” could bring brand trust to new and existing consumers, because this institutes as a testimonial. Testimonials are very important to a brand and brand products. It shows demand and love for a brand. This helps build trust and a need to experience it on an individual basis.

Through constant updates, clicks, constant content additions, linking in, within and outside of the site, the infamous “Google Spyder” knows to check this site more frequently than it would a static site. This is the same reason that having a blog on a business site is often advised to business owners. These updates keep the site fresh, interactive and important to keeping users returning for more content.

This ensures their presence at your event, because they are reminded of the event, have gained high anticipation and curiosity, have been peer pressured into attending and have met others that will be — just in case they would have attended by themselves.

Search Engine Optimization (SEO) is very important, especially when “competing” with other events and brands that throw events on a regular basis. Through SEO, we raise our website in the rankings and hold higher visibility to the rest of the world. The higher we rise, the more our site is viewed with quality and trust.

Any links attached to this site will also gain trust by search engines and will be crawled, as well. Link Wheels and Link Pyramids are now formed through one-way, two-way and hierarchy backlinks. These are very important in dealing with quality scores and things of this nature. The more Link Wheels and Pyramids that can be built will lead to higher placement and, obviously, more traffic!

Another important item in successful SEO is “time spent on site” and “return vs. new visitors.” If a user returns to the site, that means they can trust the site. In turn, the engine can trust it a bit more. In returning, these users show loyalty. The more they become active on the site and the more time they spend on each page, the better the impact on SEO efforts!

A social network will rank higher due to the time spent consuming content on each page! That means your site will rise organically and that less money will have to be spent with Pay-Per-Click advertising through search engine marketing.

Often is the case that people want to attend events but have no one to attend with. This also solves that problem. It even convinces people to come that really didn’t think that wanted to or were able to attend. Carpooling is another benefit in saving gas, helping transport those who do not drive and economical reasons. At this point, people feel privileged in attending, because it has become a 24/7 community that projects itself into real life.

People want to meet the other people at the event that they have been speaking with Online! Through their planning and conversation, projections are able to be made based on pre-sale tickets and planning within the site itself!

Other reasons to use event branding via social networking as a source of marketing is that it is very efficient in communicating with your users. They feel that their opinion matters. They thank you for considering their opinions. They become curious if their opinions will be implemented into your brand. Furthermore, your site can be updated regularly and additions can be made immediately to audiences.

Changes in date, time and/or location can immediately be addressed. SMS (text messages) and E-mails can be sent to all users directly from the platform to inform them of changes, simultaneously. Reminders can also be sent. The “journey” can be recorded through blogs in creating a Brand Story for future accords. Calendars can also inform users of upcoming events or deadlines.

Finally, and one of the most important reasons for branding your event socially — investors, sponsors and investors! We all want an additional revenue stream, don’t we? Well, sponsors want to know where they’re going to be presented to the public’s eye. They want to know that their money will buy them placement for awareness of their own and that people will actually see this placement.

Vendors may take advantage of selling or advertising within your site, a site where you can make money allowing them to do so. And last but not least — investors, they want to know that their money will produce a return. This means more than just providing these “angels” with a business plan. Higher funding can and will be obtained through this online portfolio and Brand Loyalists to prove there will be a positive return on investment that will benefit all parties involved.

After gaining such a deep insight on event branding, it would be foolish not to try to implement it into your business structure and marketing plan. From Search Engine Optimization to investment opportunities, creation of such a platform will ensure success for your brand’s events for years to come. Whether your brand throws parties or holds weekly or annual events, this is something that is almost becoming a standard to early adopters. Act now and “brand socially” today!

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Internet Marketing in Action: “The Sabir Bey Show” Season Premiere on October 1

Jessica N. Abraham was the Producer and Director of Marketing and Design for The Sabir Bey Show through to five successful seasons. The show had 8M viewers a week and was filmed at the LA Talk Live studio in Los Angeles, California.

Internet Marketing comes in many formats. There are many means of marketing on the web. There isn’t just one specific way. There isn’t even a specific reason that things are marketed on the web. People want Brand Awareness, Viral Sharing of Content, Content Consumption, Monetary Value, List Building, Views, Likes and … even executing Educational Missions.

Today, there are simultaneous feeds of Live Events to the Internet through live video streams. Some people charge for consumption, while others do not. Webinars are surely replacing live seminars due to convenience, usually servicing business people and students. These are usually for a fee, but some are free in order to market a product or service through them. And even so, more and more people are still turning to the Net for their Entertainment, Education and Business needs. This is why many Social TV Programs and Studios have been “popping up” in the last few years. And, there are many reasons for this.

Niche communities are able to find programming meant specifically for them, minus censorships and the “watering down” of very beneficial and insightful information. They are the ones who control what topics will be covered during a live show. They are able to interact with other viewers around the World, interact with the programming or even come into contact with the creators, themselves. Content is usually recorded once it goes live, becomes viral through Social Shares. Niche Sponsors and Advertisers will help to continue the process by “paying the bills” through audience member purchases. The audience member now becomes part of the Brand Story and part of the success that came about in the process.

October 1, 2013, marks the Season Premiere of The Sabir Bey Show on LA Talk Live! “The Sabir Bey Show is ‘Pure EDU-TAINMENT’ tackling issues within the community and on the topics of Law, History, Culture, Politics, Religion, Society, and Health by incorporating TRUE Hip Hop and Urban Music in bringing together a full circle of understanding with current culture and society conflicts. The Sabir Bey Show includes guest appearances by award-winning celebrities and respected elders of the Moorish Nation and Pan Africanism.” The Sabir Bey Show has the mission of bringing “Pure Edu-tainment” to the lives of many by introducing truths, new concepts, currents events and History through Entertainment.

The Host of the show is Sabir Bey, known for over 15-years in the “Conscious Community,” for his lectures and classes on Civics, Hip Hop, Nationality, History and Etymology. He has toured with Dr. Kaba Kamene, Dr. Leonard Jeffries, Dr. Jose Pimienta-Bey, and multiple figures in the Entertainment Industry. Sabir also appeared in a 2011 film, Hidden Colors, where he speaks on many topics as related to the Moorish origins of today’s population. He appears in many other documentaries and films circulating around the web and businesses throughout the country. He continues to bring education to the masses through the web, using LA Talk Live’s fall lineup to do so. The Producer of the show is Actor, Mel Jackson (“Soul Food”); and the Program Director is Mr. Richard Karr, the owner of LA Talk Live.

Sabir has a team of individuals working with him on a daily basis to create Awareness of his mission, Lectures, Appearances and shows and to accelerate all Internet Marketing efforts. Not surprisingly, however, many of his works have gone viral on their own, as audience members share this content with those that they associate themselves with, whether friends, family, colleagues, or classmates. This information is very informative and educational, so they are passing along something very valuable and meaningful in the process.

The Sabir Bey Show is currently undergoing construction of the Official Website. But, many already access this site regularly, as it is a Social Network dedicated to the show. The site includes a U-Stream Video Player hosted by LA Talk Live and hosts a library of past episodes, including special guests, KRS-One, Tommy Davidson, Mel Jackson, Taj Tarik Bey, Dr. Kaba Kamene, Hawthorne James, Chico Benymon and more! There are photos of the show, itself, as well as Sabir’s travels and experiences in the public while on tour or giving lectures. The site gives information about the show, including news, blogs and upcoming events.

What Sabir is doing at TheSabirBeyShow.com is very critical in today’s World of Social TV. The show, while also accessible at LATalkLive.com, is given its own “channel” to help aid in Awareness, Brand Monitoring, SEO Efforts, Viral Campaigns, and Consumer Interaction in bringing important information to the lives of those who have lost their true identity in a ever-growing Commercial World. He encourages people to call into the show to prove him wrong, while reminding people that he may just be! “Bring a pen, tell a friend… But, don’t take my word for it… Study it yourself, and tell me if I’m wrong.” With a team of experts behind him, we can guarantee his Internet Marketing efforts won’t be wrong. Tune into his show, Tuesdays at 3:00 PM (PST) | 6:00 PM (EST) on LATalkLive.com

Website: http://www.TheSabirBeyShow.com
Facebook: http://www.facebook.com/thesabirbeyshow and http://ww.facebook.com/sabir.bey
Twitter: http://www.twitter.com/thesabirbeyshow

DISCLAIMER: Jessica N. Abraham is no longer affiliated with the show or any creative assets, thereof. Since 2016, the site and all assets have been under new ownership. All designs, edits and administration to the official websites are no longer controlled by Jessica N. Abraham or Shorty Produkshins.

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