RSS: Really Simple Strategy

Unless you’re like me and you’re posting like a fiend to get your assignment done for your master’s class on time, you may not have as much of an opportunity to post on your website or blog every day.  

On the flip side, are you overrun with blogs and news sites you frequent?   For example, I just perused the Advertising Age Power 150 Blogs, and thought my head would spin with so many resources.   

In either of these cases, why not consider an RSS feed? 

Say what?   If you’re not familiar with the acronym, you’re not alone.  

 More likely, you’re probably familiar with the little orange button you’ll see all over cyberspace.

The RSS stands for Really Simple Syndication.   According to its entry in Wikipedia (more on that below), “RSS is a family of web feed formats used to publish frequently updated works—such as blog entries, news headlines, audio, and video—in a standardized format.”

Pushing Data Out

The internet is hungry for fresh content. One of the simplest ways to get traffic via RSS is to use a blog.   Each time you update your blog, the RSS feed will give readers a sample of your content and a link to your blog for more information.

Blogs sites  (such as WordPress) are  fairly user friendly tools, and can be a quick way to publish RSS feeds. By categorizing your blog by date and topic, RSS directories can be used to promote your blog.

Streamlining Data In

What about the information overload from so many newsources and blogs? RSS feeds allow you to choose to get update notifications delivered directly to you through a news reader of your choice (Google, Yahoo and Microsoft all offer these services). 

You then select the Web sites from which you want to receive information and the content will be delivered automatically to your RSS reader.

Either if you are a reader or a marketer, RSS offers an efficient means to build an effective means of two-way communication.   Companies are using RSS for a variety of reasons, ranging from public relations to one-click product deals 

 For a brief tutorial on creating an RSS in plain English, here’s a great YouTube video:

 

 

A word about Wikipedia:

Wikipedia is the free online encyclopedia that is open to the public for editing.   The site was launched in 2001 and has grown to include millions of articles in a variety of languanges. There are significant concerns about the  quality information that has an open architecture for editing.   However, Wikipedia has become one of the most popular resources, and is reported as being the eighth most-visited Web site in the United States.

 With real time editing, Wikipedia does not have a formal review process.  As a result, every article can be called as accurate as those who have taken the time to write or edit it.   Although Wikipedia (and the growing number of individual “wikis” for specific topics) continus to grow,  research from an extra source is always a good idea to get your facts straight.

GEICO Gecko & Disney Frog – strange bedfellows or marketing geniuses?

 I’ll admit it.   I have been conditioned to love GEICO.   Not only is it my insurance company with reasonable rates, but I also love their ads.   From the loveable Cavemen to the silent but wise googly-eyed wad of cash the hapless TV commercial actor could be saving on GEICO, I am a fan of them all.  

 Being home more than usual the past couple of days, I’ve had the guilty pleasure to catch a little more TV than usual.  

Here’s a new GEICO ad that caught me off guard.  The endearing GEICO Gecko is now costarring in some ads with characters from Disney’s latest animated hit “The Princess and the Frog.”  In one ad, the frog prince is on a Skype call (internet conference call…even small animals are using emerging media!) with the GEICO Gecko.  Instead of advising the frog how to change the spell that was cast upon him, the Gecko provides the frog with the GEICO tagline on how he can save hundreds by switching his insurance. 

I don’t really see any connection here other than two cute green spokes“people” for their respective companies.   At first I thought the GEICO was being used to help Disney sell tickets.  With a number one figure of sales in the box office (over 27 million on December 14th) The Princess and the Frog may instead open up awareness about GEICO to a group of new consumers – parents with young children.     Ted Ward, GEICO’s vice president of advertising released a statement that the tie –in with Disney is “a great fit at the start of the holiday season with Disney looking to entertain families and GEICO trying to save them money.”   My guess?   Consumers are so conditioned to pay attention to GEICO’s wonderful  ads, that both Disney and GEICO got a run for their advertising dollars.

Either way, this is a pretty clever symbiotic way for GEICO and Disney to promote each other.  

Just don’t take away my Caveman ads.

Can a mattress be social? Tempur-Pedic becomes buddies with Facebook and Twitter

This is one of the first commercials I have seen in a while that directly linked Social Media with a product. Mattress Company Tempur-Pedic (the squishy mattress with the handprint) has a new “ask me” television campaign to drive potential consumers to Facebook and Twitter sites to get a first hand look at what “actual Temper-Pedic owners” are saying about the mattresses. Tying in social media directly with an ad has been done before yes, but this one caught my attention as it so closely ties in social media directly with the product’s TV ads.

Curiosity got the best of me, and I just had to check out what people are saying. Currently Temper-pedic has 3,396 fans on Facebook.   Tempur-Pedic’s Twitter presence is fan based only, I could not find a page dedicated to the company through a keyword search.   One of the first Google hits on Tempur-Pedic and Twitter came up with a comment by consumer Gretchen Rubin, who claimed that the company’s pillows had a horrible smell.   I guess that proves the posts are real, but if I was the CEO of Tempur-Pedic, it’s probably not the first impression I would want of the company.

Back to Facebook , the replies I read were positive, save one from Nicole Brown on Christmas Eve.   Ms Brown is a current customer and made a comment that she is looking for sheets that better fit her mattress. Tempur-pedic was on its game, and sent a reply with a recommendation for something that may help her in less than 24 hours. The Tempur-Pedic reply was on Christmas Day no less! That’s exceptional customer service!

Based on replies on what customer’s are saying, I wouldn’t mind giving Tempur-Pedic a try.  However, like fine jewelry and luxury automobiles, you get what you pay for. On December 22nd, fan Betsi Lynch called her Tempur-Pedic the “best $7,918 she’s ever spent.” Now that’s some pricey sleep!  

Costs aside, there are lots of consumers that desperately need a comfortable mattress due to back problems or other physical limitations, and I’ll bet this sort of product that would be perfect for them.   Kudos to Tempur-Pedic for taking a brave step into social media to keep the dialong between clients and potential clients going.  

You can check out the Tempur-Pedic ad here:

http://www.facebook.com/video/video.php?comments&v=1204137496205

In with the new: changes to web design for 2010

Well another new year is upon us, and it might be a good idea to take a look back at where we’ve been with web design, and where we are going.

Perhaps I am simply spending too much time on a computer lately, but it seems there has been a major shift in trends in web design.   There are probably dozens that strike out at designers, but I would like to cover a couple of the big trends, size and design mirroring characteristics or print.

Size of graphics

Everything is bigger!  We’ve seen logos and headers increase to fill up an entire webpage 2010 will be oversized logos, large headers, and bigger images.   These types of headers can take up the entire screen, but quickly resize themselves after a second.   Users do not need to click, and risk closing out of the site, or sticking on a popup.

Check out the new look for CNN.com as an example.  The new layout is cleaner, key stories really pop.  The site also has some YouTube characteristics, with bigger graphic links to new video clips.   One drawback?   I am not a fan of needing to scroll to read other news articles.   Advertiser space takes up a lot of real estate, as you can see below.   I’d rather the Cialis bathub logo was below the information I really want to read, but I guess CNN needs to pay some bills like the rest of us.

Migration to mirroring print.   Type and graphics

Type: Until recently web designers are afraid of using new and different fonts as there was a concern over compatibility with user issues.  Yes, Arial, Verdana, Calibri, etc will continue to be in our vocabulary, but we are beginning to see examples in which type is richer, and a bigger player in the site’s design.  When used correctly and creatively, it type can lead us into a more captivating site, and providing the users’ attention to key content.  The site for 365 Days of Astronomy, (library of 365 podcasts about astronomy)   is a good example of implementation a type into the design of the site.

Illustrated graphics: Although video and stock photos will always be important, the use of illustrations is increasing in popularity.   Used as a means to blend the interaction between the virtual web and hard copy print, illustrations can be used to personalize the web for users. Here are a few examples of unique illustrations.   The Bryant Park Hotel has an approach  to strictly use illustrations on its home page.   Users need to dig deeper into category pages to find photos for hotel meeting rooms and accommodations.  The hotel is renowned as a hub for the fashion world, and the website’s  slick appearance and music reflects that.   Although as a user, I would probably like to see some images of the hotel on the main pages, I think the hotel’s image allows the site to get away with not having images sooner.

Another example for Doll Play Station, a site for online fashion doll games for girls,  shows a mixture of illustrations and photos.  Here offering girls real photos of how they can use the games adds a better personalization for the site and the user’s engagement with it.

Most of us will continue to receive less print mail, and many of us are subscribing to less print publications each year.  As companies are switching to a web only presence, designers are tasked to provide a layout that print readers will instantly recognize and become comfortable with.   It will be interesting to see how sites will continue to evolve by the close of 2010.

Viral Video: What a Week for Hewlett Packard

Christmas time is here, and what better gift under the tree for the family than a shiny new computer?   Well, if you’re a representative of Hewlett-Packard (HP), this might not have been the most wonderful time of the year. 

I caught a story on CNN yesterday about the latest viral video.   In this case the video provides a problem for a company instead of the usual happy wedding dance or Susan Boyle’s latest musical number.

In the video, electronics store employees Wanda Zamen and Desi Cryer test out a webcam built into a HP computer.   One of the selling points of the product is facial recognition in which the camera will follow the users face.  In the video, Zamen and Cryer take turns in front of the camera.  The webcam follows Wanda Zamen (who is Caucasian) as she moves in front of the screen.   However, once Desi Cryer (who is African American) moves into the picture, the camera is still.   Facial recognition and motion ceases to work. 

With such an unusual product flaw, the pair decided to film the product’s shortcomings and post it on YouTube.  

Zamen and Cryer chose to make the shot film for amusement of friends and family.  In a statement on Mashable they remarked, “we thought the video was funny and decided to post it on You Tube. It was our intention to provide a good natured chuckle to our fellow man, and honestly we did not imagine that so many people would watch and react to the video.”

Wow.  That good natured chuckle has now been viewed by more than one million people.  The biggest problem?  The title of the video reflects one of the remarks in the film- “HP computers are racist”.

A sitation like this could have spelled disaster for HP, who did admit to CNN that e cameras may have issues with contrast recognition in certain lighting situations, which could prevent the product working for individuals with different skin tones.

 Instead of hiding its head in the sand, HP quickly reacted on its blog (The Next Bench), and posted a statement that “We would like to thank both of them for bringing clarity to the discussion via the (Mashable) statement they issued this week. I think it’s important for all of us to understand their intentions when they shot the video.  HP continues on by saying, “we invite you to continue to connect with us here on The Next Bench or on Twitter at @HP_PC. We assure you that we are listening.”

We’ve learned that HP’s product is far from perfect.   But by acting quickly and communicating to both Wanda and Desi, as well as the general blogosphere the company may have survived a public relations disaster.   As a result, HP may still have a happy holiday after all.

Diversity Consumers & New Media: outreach for a happy holiday

With holiday season upon us, we are all scurrying to finish last-minute wrapping and shipping, baking and decorating.   Retailers (both online and brick and mortar) are pulling out all the last ditch efforts to get people to spend, spend, spend.

 When it comes to consumer demographics, retailers are learning a message loud and clear:

Do not ignore minority consumers!

According to a Multicultural Report by research firm Diversity Affluence, African Americans possess $87.3 billion in purchasing power, Asian Americans possess $90.2 billion, and Hispanic Americans hold $104.5 billion.

So, how do businesses reach these very different audiences?

One way of communicating is definitely through new forms of media.  A 2009 report by Big Reports found that although all demographics named cell phones as the most common new media item being utilized, Hispanics, African Americans, and Asian respondents replied with higher usage than Caucasian respondents.

Minorities also have a higher regular usage rate, and are more receptive to use their mobile device to play videogames, take/upload picture phones and use instant messaging online.

In addition, minorities who are active online have been found to be more active on social media sites than Caucasian citizens.   

While in 2008, Facebook was secondary to MySpace, today, the roles have reversed, and most (but not all) minority groups have reported to prefer Facebook.  

The exception to preference in Facebook relates specifically to Hispanic-speaking Americans, who gravitate to social media sites with a stronger established Latin American presence.   Many prefer MySpace or Hi5 (strong in Latin America, allowing Hispanics in the U.S. a better opportunity connect with family members out of the country.

What to do? 

It is anticipated that usage of social networking will continue to grow among all ethnic groups.  Smart marketers will recognize that there is no “one size fits all” approach for a diverse consumer mix.   By creating a communications strategy based on where target consumers interact, marketers and consumers will have a happy holiday season for all.

 

Holiday E-Cards: A Few Simple Suggestions

With the holidays among is, now is a good time to reflect on how technology has altered even the way holiday cheer is expressed. With a troubled economy, many companies are cutting back all non-essential expenses, and sending tidings of goodwill is no exception. I have received remarkably less paper cards this year, and in lieu of a handwritten note, many, many, more electronic announcements of season’s greetings. As an extra bonus to cost savings, electronic holiday greeting cards are great as a “green” alternative to regular cards.

As ecards are a relatively new endeavor for many businesses, we have seen some great card ideas, and some that fall short. Here are examples of what not to do with an ecard, and what to do with one. And in some cases, sending no card (electronic or paper) is better than the examples you see here.

Case 1: Card with broken link.

I received this message on December 18th via email from Buffalo State College. Clicking on the link led to a different URL with a “Server not found” error, in both Firefox and Internet Explorer.

Although now the curiouity got the best me, I did actually take the time to hit cut and paste into a browser. The end result was a decent slide show with instrumental music and images from campus and student life. I was glad I took the time to click, but think of the negative perception of those who became frustrated and simply deleted the card.

The moral of the story?

Test, test and retest before hitting “send.”

Your friends at Buffalo State College wish you the very best of the holiday season. Please visit http://www.buffalostate.edu/president/seasonsgreetings/2009/ to view our electronic greeting card.

The correct link is here: http://www.buffalostate.edu/president/seasonsgreetings/2009/

Case 2: Unimaginative Communication

I received this message this year. A static message, no link, music or interactivity or tinsel. Although someone at the company’s staff level spend a good deal of time to merge all images into one Photoshop file, the end result was at best, flat. I may know at best one or two people from this office, but the images are so small, it’s hard to figure out where they are.

The moral of the story?

A dull message will be forgotten the second it is sent. Without any creative energy, the chance of making a positive brand experience for the recipient is impossible.

And what about Good ecard ideas? They use a creative approach in a holiday eCard that is entertaining and conveys a good impression of the company. I found this one online for Ad Agency Eisenberg and Associates. Allowing a choice between Christmas or Hanukkah imagery, recipients can play a themed version of “tetris” by moving images in sequence.

A link to the game is here.

Also, check out charities for their ecard capabilities. National organizations such as UNICEF, World WildLife Fund, St. Jude Children’s hospital and American Cancer Society are just a few suggestions. Or consider organizations local to your community. You need to analyze many things with your ecard strategies, and make the card parallel your business efforts. If you’re going custom, keep in mind that creative design and fees may run you a hefty sum. So if your list is not that large, a stock ecard may be better for your bottom line.

There are many, many e-card sources in existence. Vivid Greetings and Corporate E Greetings are suggestions for a corporate approach. And yes, if your clients have a sense of humor, a Jib Jab’s “Elf Yourself” is an option.

A little advance homework now, and we’ll be ready for next holiday.

New media: an internal business communication tool

Well folks, it’s been too long since my kickoff launch of my blog.  No excuses, but with a couple of large projects, a 40-50 hour work week doubled in hours, thankfully only for the short term.

As a part of my first post, what better option to consider than methods for effective time management with social media.    By looking internally first, an organization can build an internal structure to allow for increased dialog and information sharing within a business.

Time is a precious commodity, and how organizations manage it has a great impact on their bottom line.    Effective and efficient communications become even more critical in today’s down economy, as organizations are doing more with less.  

The diagram below points to how social media can be used for targeting consumers, and it is my suggestion that this model may have value on internal use within a business first.   If engagement is an objective of Social media, why not look at it as a tactic for engaging employees?   For example, a blog can be a resource to quickly share information.      By creating an online forum for frequently asked questions (FAQ’s) and methods for internal posts and updates by staff, resources can be posted to allow for efficient distribution of information.  

Source: Awareness Networks, 2009

It’s a reality.  Social media is here to stay.  As marketers, we are expected to be familiar with the content and tools available and analyze them for their value in which to spend resources.   By looking internally first, we may be able to re-energize employees during the downturn.   

p.s.  Expect more posts daily.  Again, my apologies for being MIA. Also, better things ahead:   I got engaged this weekend.  Who knew that was coming?!