Posts Tagged ‘interaction’


Marketing Trend Insights from the Mid-Atlantic Marketing Summit

Thursday, October 25th, 2012

This post first appeared on the Capitol Communicator blog 10.21.12 and is cross-posted with permission.

Mid-Atlantic Marketing Summit Baltimore 2012

Consumers read and interact with content in many different ways and on many different platforms. Marketers need to measure across the various platforms and realize consumers are frequently opting-out of tracking. These trends and many others were discussed at the Oct. 18 Mid-Atlantic Marketing Summit in Baltimore, which was attended by more than 300 marketers and communicators.

Engagement rules:
It is the twilight of the fan. If they aren’t engaging, it doesn’t matter if they are your fan, said Leigh George, R2integrated.

George gave the following take-aways:

1. Plan with the end goal in mind;
2. Don’t mistake a fan for a business metric;
3. Go to where the conversations are;
4. Respect the dark social; and,
5. Create content engineered to be consumed and shared.

Be true to the brand message:
Keynote Steve Sommers, Under Armour (UA), discussed brand messaging. As UA discusses new messages, they ask themselves, is the message true? Do consumers care? Does it make sense coming from your brand?  You need to talk with, not talk at consumers said Sommers. UA started a “What is beautiful?” contest to encourage female fans and customers. They discovered the female participants found community and were less interested in the competition.

Dormify lesson:
Karen Zuckerman, HZDG, found sending her daughter to college led to an idea for a new business, Dormify, an online design store for dorm rooms. She outlined their steps for creating a brand and business:

1. Create a brand – find a strong voice needed to connect with the personality;
2. Build a community – find evangelists to generate content;
3. Open an online store;
4. Market and promote it- they were beta testers for a Google catalogue;
5. Figure it out as you go: Since back to school is their Christmas, they created their own holiday – Cyber Monday;
6. Gain earned media – Dormify was often asked to partner with them;
7. Become the niche of our niche – 80% of their designers are in sororities, so they licensed sorority wear.

Consumers pay attention to content relevant to them.
Discussing campaign examples, Fred Jorgenson, Crosby Marketing, detailed how they used a hospital’s website to show emergency wait times. He added the caveat that checking the website is not always the best idea (dial 911, if needed), but it added a new level of interaction, which patients did not expect.

Throughout all the presentations, the speakers encouraged participants to experiment with new platforms and ideas, and always consider the overall business goals.

You can read some of the top tweets from the summit on Storify.

Register Domain Names for Less…At the Airport?

Thursday, November 18th, 2010

GoDaddy Kiosk-2During a recent trip to Phoenix Sky Harbor International Airport I noticed an unusual kiosk. Since November 2, 2010, and slated to be there through the “first part of 2011,” web-hosting service Go Daddy has set up shop in terminal 4 a.k.a. the “Go Daddy Sky Harbor Kiosk” to provide in-person service for a previously virtual-only offering.

From a marketing perspective, this is either the craziest or the smartest tactic I’ve seen in a long time. Go Daddy isn’t known for taking the safe approach (think Super Bowl Ads) so its recent initiative shouldn’t surprise me. Still, I find their risk taking extraordinary. During a time when businesses are looking for ways to scale back or otherwise avert risks – Go Daddy takes their virtual model to “brick and mortar.” I guess if patrons will line up at Charlotte Douglas International Airport for manicures and pedicures then small business travelers will feasibly benefit from this new Go Daddy kiosk. Think about it: during the social media frenzy a web-based service focuses on face-to-face targeting and interaction.

Finding myself intrigued by this recent endeavor, I reached to Go Daddy and, via its public relations department, received insights from Miguel Lopez, vice president- customer care at Go Daddy. I ask, “Why the airport?” Lopez explained that:Go Daddy helps individuals and small businesses build an online presence quickly and affordably. Why not show them how easy it is? Sky Harbor International is one of the busiest airports in the United States and our location intersects a tremendous amount of traffic. It’s a great location to meet locals and visitors alike, and give them an opportunity to learn about all the things they can do online with Go Daddy.”

When asked about successes or failures of the experiment, thus far, Lopez added: “We’ve found that many of our customers are interested in a guided tour of our website, GoDaddy.com. Others are curious about what it’s like to work for a company like Go Daddy and it’s fun to watch their facial reactions when they hear about how employees are treated like VIPs, attending lavish holiday parties and getting to go on monthly ‘Employee Appreciation’ outings.”

While this latest effort is solely driven by walk-up traffic and Go Daddy hopes to service small business travelers and to possibly recruit new employees (Go Daddy currently has more than 100 job openings), it will be an interesting to watch this endeavor unfold. Personally, I plan to keep an eye out on the kiosk traffic when I visit the airport (which is fairly often these days) in hopes of resolving my unanswered question: “Does Go Daddy have this much confidence in how efficient their process and service are that a business person could register their desired domain in mere minutes – and still catch a flight – or is it simply targeting the low-hanging fruit of stranded travelers who desperately want to be productive while in transit?”

Are there any services you would like to see available at the airport, train station or bus depot that would make you a more productive professional in transit? As I travel for BurrellesLuce, the one service I would like to see is a kiosk selling Dell chargers (unless Dell decides to finally go universal) or at least a Dell-charging station for the times when my charger doesn’t make my trip with me.

Social Media Gets UnSocial

Friday, October 22nd, 2010

by Lauren Shapiro*

unsocial

The evolution of social media’s impact on the way we communicate is so vast and is changing so rapidly that experts can’t write their text books fast enough. New developments in social media technologies seem to be positioning themselves in a manner that allows users to find each other online through friends, interests, location, and connecting them offline with tools such as Facebook’s location application, FourSquare and, the communication professional’s favorite, the TweetUp. Thankfully, the world of technology has realized that users seek interaction beyond the computer screen and are finding new niches in the marketplace to make that happen.

According to this TechCrunch article, UnSocial, the newest app for iPhone and Droid, is “geared towards professionals who want to connect with other professionals in similar or related fields, who happen to be nearby.” But don’t let the name fool you, the whole point of UnSocial is to help users bloom into social butterflies within their industry. Using your LinkedIn login/password, the application will ask you to input words that describe your professional background, as well as characteristics of people you are looking to connect with. The app searches for people who match your criteria within close proximity of your location. If you find someone you want to connect with, you can then message, email, or even call that person.

The application is geared toward professionals, but even more specifically toward users attending conferences. The program will help users to more easily indentify the people they most want to network with. I wonder if we will see this app at next year’s PRSA?

How do you see this or similar technology helping media relations and public relations professionals build their offline networks? Do you think that the communications industry will be quick to adopt this type of application at industry events? Please share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.

*Bio: Soon after graduating from the Richard Stockton College of New Jersey, in 2006 with a B.A. in communication and a B.S. in business/marketing, I joined the BurrellesLuce client services team. In 2008, I completed my master’s degree in corporate and organizational communications and now serve as Director of Client Services. I am passionate about researching and understanding the role of email in shaping relationships from a client relation/service standpoint as well as how miscommunication occurs within email, which was the topic of my thesis. Through my posts on Fresh Ideas, I hope to educate and stimulate thoughtful discussions about corporate communications and client relations, further my own knowledge on this subject area, as well as continue to hone my skills as a communicator. Twitter: @_LaurenShapiro_ LinkedIn: laurenrshapiro Facebook: BurrellesLuce

Why Are Marketing and PR Professionals Using Geo-Location or Location-Based Social Media?

Thursday, September 23rd, 2010

foursquare2This past April, I asked if geo-location social media is the next big thing for PR? Five months later, some are still trying to figure it out. At a panel I recently moderated for the National Capital Chapter of the Public Relations Society of America (PRSA-NCC) I found some in the audience were very knowledgeable and just looking for additional tips, while others wanted to know how to login.

To summarize the panel: location apps (e.g., Foursquare, Gowalla and Loopt) serve as another way to enhance a consumer or stakeholder’s experience and interaction with your company, brand, or client. 

Tara Dunion, Consumer Electronics Association, looks to enhance the attendee experience at the International Consumer Electronics Show each January by creating an official location page on Foursquare and aggregating all the social media coverage on the website. (And they even plan to add additional locations for 2011). She commented that many exhibitors have multiple locations available for check-in, which also buys-into the game aspect of Foursquare.

Danielle Brigida says, The National Wildlife Federation wants to get you outside enjoying nature, so they employ Whrrl and Foursquare to help people share their experiences with others.  Whrrl works well for their needs because it allows the user to upload a picture to help tell their story.

A recent story on Mashable by Dan Klamm highlighted how universities and colleges can use location-based tools to promote the school, foster school spirit, drive revenue and promote the community. One idea included offering special badges for exploring places on campus.

However, not all location-based tools are gaining momentum. When Facebook Places premiered, Foursquare had a record number of new sign-ins because it connects with the new Facebook app. A few weeks later, few people are using Facebook Places. Dan Frommer explored the possible reasons on Business Insider, commenting, “Only 2% of My Friends Are Using Facebook Places…”

After the panel ended, I enjoyed brainstorming with others on how they might use these tools to help their organizations. How could you add geo-location social media into your PR toolbox? What questions do you have about the tools? Please share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.

PRSA 2010 Counselors Academy: JR Hipple, Hipple & Co., Interviewed by Johna Burke, BurrellesLuce

Monday, September 20th, 2010

Transcript –

JOHNA BURKE: Hello, everyone, this is Johna Burke with BurrellesLuce, and I’m here at the PRSA Counselors Academy with J.R..

J.R., will you please introduce yourself?

J.R. HIPPLE: Hi, I’m J.R. Hipple with Hipple and Company Reputation Management in Atlanta, Georgia. 

BURKE: And, J.R., you’re also the chair of the programming in the event here this year. Think it’s very safe to say you’ve done a fantastic job based on the response and feedback that I’ve heard at all of my sessions and end tables.

But, you know, what goes into planning a session, especially when you’re looking for your peers to be able to plan something that’s going to be meaningful and effective for them? How did you determine what the agenda would be and how you were going to drive that agenda?

HIPPLE: Well, there’s three things that we really try to focus on at the Counselors Academy conference, and that is profit, performance and people. And it’s basically around the management of the business of public relations, particularly public relations, independent public relations consulting firms. It’s the professional development and the skills that we need as practitioners, and then it’s the interaction that we have with our–with our members and the networking that’s really one of the things that distinguishes Counselors Academy from, I think, any public relations group in the country.

BURKE: I would absolutely agree with you, and you choose fantastic locations. J.R., where can people find you online and in social media?

HIPPLE: Social media is @jrhipple, and online is hippleco.com.

BURKE: Great. Thank you so much, J.R..

HIPPLE: Thanks, Johna.