Las Vegas Eats, Colorado Spirits Trail and a Lesson in Yelp 101!
Viewing entries in
Las Vegas Eats, Colorado Spirits Trail and a Lesson in Yelp 101!
Whether you’re managing your personal account or 10 client accounts, you want to make sure your content has a chance to get seen. While good content, above all else, is the most important factor in engagement, frequency of posting (and timing) should be considered. Read on for our tips.
When driving North on I-65 I came across two billboards each a mile apart. The first was for a local mom and pop diner. On it was a picture of food and a call to action - the restaurant's phone number. From what I could tell it wasn't the type of joint you would need to call ahead for a reservation, so why was the phone number featured so prominently? The second billboard was for Burger King. It also had an image of food but in big bold letters it read: Turn right at the next exit. Followed by an arrow. Burger King nailed it. Granted they probably had a support of a large agency, but they clearly understood how the medium (a billboard in this case) worked.
Whether it's a poorly placed QR code or a text heavy Facebook post, people often fail to think about how the medium is being used by their customer. Here are two key questions to ask yourself when developing a campaign:
1. What is the information your customer needs to know?
2. What is the best way to deliver that information on the particular medium you are using?
If you are using mobile use wide ranging methods to reach your customer - less QR codes and Apps and more use of mobile web and SMS. Mobile search is often searching "in the moment" or "on the go." What types of information would your customers need to know as they are heading out to shop, eat, etc?
If you are using social be conscious of which platform you are using. Twitter behaves differently than Facebook which behaves differently than Pinterest. Make sure you are in the right space to reach your customers. On social media, what social currency can you give your followers so they'll help spread the word? Maybe it's a coupon, maybe a recipe or perhaps a bit of trivia. Think about information that is interesting and useful for your fan base while still helping you achieve your business goals.
No matter what the medium, it's important to understand how people are using it and to identify the critical information they need so you can make a sale. Sometimes it's as simple as a big yellow arrow pointing toward your next Whopper.
ESPN Magazine isn't the first pub to push QR codes but its April 4, 2011 issue, provided some good learnings to share on what you should and shouldn't do. First let's get the biggest mishap out of the way - ESPN used Microsoft Tags on all its editorial content and even included instructions for readers on how to download (a nice touch). Here's the bad part...they forgot to tell their advertisers they were going the Microsoft Tag route.
While Microsoft Tags are great in the sense they provide analytics to the company using them, they aren't universal -you have to download a specific Microsoft Tag app and a lot of other popular scanning apps don't read Microsoft Tags. So while readers went through the steps to download an app for the editorial content, this app was not able to access all the advertisers' QR codes which did not use Microsoft Tags.
I could hear the ad guys selling in the idea to their customers and completely failing to mention that the tag reader instructions were going to be for Microsoft Tags only. The experience would have been much smoother if I could have used the same app on all pages. I don't blame the ad guys entirely, but it does show that there really wasn't an understanding of how the technology works.
Putting tag types aside there were some winners and opportunities to improve when it came to QR Code use.
- Mountain Dew: Mountain Dew's ad led to a mobile optimized site and there was a clear call to action to vote for a new flavor. In other words, I knew exactly why I was scanning and the user experience was easy and attractive. #winning
- Discovery's Deadliest Catch: Clear call to action - "scan for exclusive videos" - great mobile optimized site with a ton to do and explore.
- ESPN: There was also a clear call to action on why I should scan and the information was useful. I wished they would mixed up the video content or at least changed the interview setting...it was a wee bit bland. But props to ESPN for also tying in a sweeps to the scans to get you to scan each and every code. More you scanned the better your chance was of taking home the XBox.
- NO2 Red (Muscle Enhancement): I've never seen this product before but they did a great job of driving trial with readers by leading them to a mobile optimized website where they offered up a coupon and more info. They also offered a text option within the ad for those who didn't have a smart phone.
Room to Improve:
- Lexus CT: No clear call to action on why I should scan, and when I did it lead me to downloadable music clips from new bands. Kind of odd because their whole message was one of being green. There was a disconnect for me.
-Hankook Tires: Timing is everything. When I scanned to enter to win a Ford Explorer I received a message that the sweeps hadn't started. I suppose they didn't take into account subscribers get the publication prior to April 4. Another communication gap between client and ad team.
Ads I Wish Had a QR Code but Didn't
- Belvedere and Absolut: A recipe would have been nice.
- GEICO Caveman Guy: A funny video or access to the GEICO app where they have games and downloads would have been good, especially because it is already built
-Old Spice: Who doesn't want to see more of the Old Spice man? The brand had an interesting behind the scenes video of the making of their commercial that would have been cool to tie in.
- History Channel's Swamp People: This show fascinates me and I would have loved video clips of some gator wrestling. A miss especially when you saw what Discovery Channel did.
- Mobile Companies - I don't really know if I wanted to see content from HTC and AT&T but I did feel they should have been leading the QR charge, being mobile and all.
That's my take. Anyone else have scanning fun with the issue?
1. Facebook: Facebook will continue to innovate and dominate. They just surpassed Google for goodness sake. From Places to Deals to Community and Friendship pages Facebook was throwing out a new curveball every few months in 2010. My tip: It's Facebook's world, and each change they roll out is usually part of their bigger master plan. I try to spend less time complaining about the small changes and more time trying to figure out what direction Facebook is heading in order to stay ahead of the curve.
2. Traditional Media: Social Media will continue to invade Traditional Media. Not only are businesses hosting profiles on social media they are incorporating social into their more "traditional" elements - advertisements, websites, email campaigns. My tip: Putting social front and center on marketing materials not only makes you look relevant, but more importantly sends a message that you are open to a two-way conversation. It's also a great way to extend the conversation beyond a TV ad, piece of point of sale, brochure, etc.
3. Mobile: Mobile + Social is going to continue to revolutionize the space. Whether it is tapping into the GPS function for a social check-in or using your phone camera to instantly upload pictures from an event, meal, night out with friends...mobile allows people to tell their stories right then and there. It also allows people to reap instant benefits. I think more companies will take advantage of Foursquare, Facebook Deals, Stickybits in 2011. My tip: If you own a space where customers come to or are hosting an event think about ways you can provide a social experience via mobile, because you know they are going to be checking that phone at some point.
4. Social Media Consultants/Agencies: (Slightly biased here) Social is a full-time job and to do it well people will need some extra support. It's one thing to set aside time to update your status, it is quite another thing to stay on top of the ever-changing world of social media. Keeping up with the new players, the trends and how to best leverage all those Facebook changes can be time consuming. My tip: If you don't have time to dedicate to social or don't have the interest, find a partner who does. It can be a crazy but exciting world out there and a little help navigating it never hurt.
Here's to 2011 and more exciting things ahead. What do you see growing in social in 2011?
In this age of multiple devices and ways to reach people, I find it curious how my friends have attached themselves to one preferred method over another. If you want to reach Kristin - text is a 50/50 shot but Facebook will guarantee a response. My friend Sara on the other hand is a text junkie, I know that will warrant a response much quicker than a social network ping. My husband loves his blackberry so he'll respond quicker to an email, even more so than a phone call for some reason, perhaps I should take issue with that. And finally, my friend Amy is one of the last few people I know that will respond to a phone call with a phone call back the same day. I don't have this written down anywhere. I just know. After trial and error and seeing where they spend their time and whether they do or don't respond to one method, I've sorted it out in my head. You should do the same with your audience. Find out where people are talking about you, where you get the greatest response when you put out a message and be there. Don't build an iPhone app if your audience is all on Blackberry or hasn't made the smartphone transition. Don't put a lot of effort into one social network just because you've heard other people using it. Know your audience, know how they like to communicate. Figure this out and you are one step closer to getting them to listen.
I admit it. I check my horoscope every day via a horoscope app. It's silly but it has become part of my daily routine. There must be others out there checking because the app is always heavily advertised on. Today I noticed an ad from Geico telling me the fun little lizard could help give advice on romance, family, life. The ad led to a mobile site where you could spin a wheel of advice, and as you clicked there were subtle mentions about Geico and how they could save you money. Pretty smart ad placement considering people who check horoscopes are seeking advice of some sorts. Chalk one up for Geico. If you navigate further into the app it also allows you to download ringtones that tie back to their commercials. Super smart, considering I probably won't return to the app anytime soon, but now I have a piece of Geico that I'll carry with me on my phone.
I have to tell you that I wouldn't normally interact with an insurance company unless I needed insurance, but Geico has made it fun, has targeted me at a good moment with a relevant topic and has given me a reason to give them a permanent space on my phone. They also incorporated Facebook Connect so I can see how many other people have liked the little lizard's advice.
Which got me thinking about how they are represented on Facebook. If you visit Geico on Facebook you'll see they have pages for all their characters - the caveman, the gecko and even that creepy little wad of cash with googly eyes. And people eat it up. They actually go out of their way to visit the page and write things like - "u are the most adorable on the planet. Keep up the great work and stay cute and handsome" or "yer company just wrote me the BEST insurance policy ever! thanks little buddy!"
As adults we have given up stuffed animals, early morning cartoons and so often opportunities to be imaginative. So when little talking lizards are thrown in our path and we get to have a chance to play, to be silly, to laugh we tend to latch on to them. We even take the time to seek them out on Facebook and tell them how cute they look. How can you infuse a little fun into your business and your social efforts? If an insurance company can do it and sustain it for years, I'm thinking anyone can.