Tag-Archive for » Social Media Marketing «

Mar

Facebook Fan Pages Offer Increased Visibilty as a Marketing Edge

Becky Cortino Facebook Fan Page

Recently, a friend and I were discussing Facebook Groups and Fan Pages functionality and use. Both are great tools to connect, communicate and build visibility. Each has distinct features, but choosing the right vehicle for the intended purpose is critical.

Here are some comparisons and my thoughts regarding increasing visibility with Facebook Fan Pages:

Basic Premise:

Facebook Groups allow members to share and collaborate on the group topic or idea. Permissions may be set to allow the Group to be open to everyone, closed or secret, like an offline club.

Facebook Pages allow customers or fans of a brand, company or public figure to engage in conversation, provide feedback and share information in a customizable way. Unlike Facebook Groups, no administrators or officers appear on the Page, giving a more ‘corporate’ look than the club-like image of Groups.

Contact and Visibility:

Staying in contact and increasing visibility are two concerns of either entity. Stories are published in member and fans’ news feeds. Depending upon the time they are sent out or posted, they may be missed. Sometimes Facebook “Notifications” aren’t operating efficiently, causing a Group posting to be missed.

Mass messaging is available only for Groups with under 5,000 members. Fan Page updates are sent to fans, but no inbox messages are permitted. This is one aspect I believe would strengthen the Fan Page, because it allows greater connection. Page stream posts can be targeted by country and language through Fan Pages, but I think the ability to directly message would be more useful.

Google Indexing and SEO:

Both Groups and Fan Pages are indexed by Google, but content in Page updates is indexed by Google, increasing visibility and the possibity of connecting with customers or potential clients. Pages using the Static FBML application have increased Search Engine Optimization.

Fan Pages are Customizable:

Fan Pages have the ability to create a more personalized environment with applications such as surveys, forums, special offers, videos and other interactive features that engage fans. I believe this is another key difference with Pages, that if used properly, has the ability to offer a marketing edge.

Fan Pages Invite Engagement and Sharing with Others:

Interaction is further invited by commenting, “Liking” a post, other media or post sharing features. Through the “Share” button feature, information or an item may be carried outside the Fan Page border, further increasing visibility. By the nature of the Fan Page content, this may be an often-used feature.

Additional promotional tools for Fan Pages include ‘badge’-like widgets and vanity URLs.

Promoting Events:

Facebook Groups are the most effective way to promote Events by sending invitations to group members. There is no way to do this with Fan Pages, other than a regularly-posted item or Status Update. Special promotions or events tabs may be created and used on Fan Pages, which draw attention on the page itself. Purchasing a Facebook ad may support the promotion or event, with increased reach.

Fan Pages Provide Insight through Engagement Metrics:

Fan Pages provide more information to administrators, through engagement metrics through “Page Insights” with demographic information and interaction details.

The Bottomline — choosing the right vehicle for the intended purpose is critical:

Facebook groups are an excellent way to network, share ideas and create awareness on a smaller scale. The Fan Page provides a more personal environment to engage with supporters, fans, and customers in a customized format.

What do you think about Facebook Groups and Fan Pages?

What has your experience with them been? Do you have a favorite Fan Page? What do you like most about it — or is it the brand?

Please share your thoughts, comments and fav Facebook Fan Page links by leaving a comment!

Not long ago, I established my Facebook Fan Page, to share resources, articles and notes on communications, branding and media… Are you a fan? Hope you’ll join me on Facebook!

Category: Facebook, branding, business tools Tags: branding tips, communication tools, Social Media Marketing Leave a Comment

Mar

Integrity is the Essential Element for Brand Durability

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How are you building your house?

In marketing today, much attention is given to the concept of “authenticity.” It is an important aspect especially in Social Media marketing. As a means of message consistency, it is often seen spilling over into all facets of branding and communications. It is indisputably a buzz word.

While I recognize the importance of “authenticity” as a component in identity development, I believe “integrity” is where the greatest emphasis should be placed for powerful, solid branding and effective communication.

Integrity is a wholehearted steadfast commitment to central, core values and beliefs that a reasonable person recognizes as important, laudable, and true. It serves as a connecting point, because it can be related to and clearly understood. Because it serves as the basis of a solid foundation for all actions, it is the essential element for creating brand durability. By definition, it is a state of being complete, undivided, unbroken, fully integrated, and sound.

This is important in the marketplace, as people seek connections with entities and others who imbue a sense of stability, strength, tenacity, while offering a perceived value in the relationship of trust and expectation. Perception has much to do with integrity, but deep-seated commitment and dedication to purpose is accurately reflected, established over time. Consistently exhibited values, principles, methods, expectations and results become the foundation.

Integrity is illustrated through adopted business models, and may be observed through self-generated or invited:

Endorsements
Testimonials
Obligations
Commitments
Openness to explore and discuss the ideas presented by others
Ability to receive feedback and criticism

In these economic times, I believe the concept of “integrity” should be revisited, and reviewed in light of clarifying identity, intended purpose as a first-step in the branding process, prior to developing an action plan of pursuit. I view intgrity as the foundation for success and brand durability. What do you think?

For current real-life case studies on integrity and brand durability, watch:

Toyota

Tiger Woods

Category: Durable Branding, personal branding Tags: branding tips, platform building, Social Media Marketing Leave a Comment

Feb

IHOP Has Customers Flipping for Free Shortstacks

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In what has now become an annual celebration for good cause, IHOP (International House of Pancakes) serves up complimentary Short Stacks of their signature Buttermilk Pancakes to guests on National Pancake Day, as part of a fundraising effort to support children’s hospitals through the Children’s Miracle Network, or other local charities.

This fundraising event was established by IHOP in 2006, and has raised more than $3.25 million to support local charities. The company set this year’s cumulative goal of raising $5 million in five years — and handily met that goal. The date was scheduled a week later this year on February 23, rather than the traditional date of Shrove Tuesday, extending the fundraising effort window to benefit the Children’s Miracle Network.

Case studies are always interesting. IHOP’s National Pancake Day is a prime example of a special event embraced company-wide, comprised of all of the “right” elements — and it works! A visit to the IHOP website to read the company’s “Vision and Values” shows they are plugged into the aspect of social responsibility. The company goes yet another step further with a year-long promotion recognizing outstanding citizens locally with “Stacks for Good Acts,” keeping the buzz going long after National Pancake Day! Very cool, indeed.

Everyone knows effective promotion is a key ingredient for event success, but not everyone knows how to put together an efficient communications plan. The strategy is to get the word out on multiple channels, reaching the broadest possible audience, especially for a fundraising campaign like this. Social Media is proven to be one of the channels that is very effective in quickly spreading the word.

On Monday and Tuesday of this week, IHOP was a top trending topic on Twitter, according to an article by Douglas Quenqua, on ClickZ. Interestingly enough, the article points out IHOP does not have a presence on Twitter.

Apparently many tweeps were tweeting away, sharing about the event, based on Twitter Trending statistics. This leads to the natural question of why IHOP doesn’t have a Twitter presence? Many companies are establishing Twitter accounts to interact with customers and the world at large.

Twitter is one of many Social Media tools available to communicate. It is a tool in an arsenal of promotional tools to communicate. Not all Social Media tools must be used by all entities or people to be effective communicators. Their selection and use must be strategic and based upon a plan that uniquely meets the company’s goals.

Based on this event’s success, it seems the company has a solid strategy in place that works for them. IHOP is on Facebook and YouTube. Their website offers a social media “sharing” buttons. An exceptional “reminder” feature to receive a “Celebrity ‘Wake-up Call” for IHOP’s ”National Pancake Day” by the celeb of choice (selected from a list of celebrities), to call participant’s home, office or cell with a personal reminder message. The media also make sharing easy, helping to carry the message.

Based on the bottomline results (goal met), Twitter trending, and the fact that we’re still talking about this, I believe IHOP’s National Pancake Day benefit for the Children’s Miracle Network and local charities proves Social Media presence through widespread promotion is powerful, with community support. The power of Social Media was harnessed, resulting in effective promotion based on an efficient plan. It’s plain to see that IHOP is putting their money where our mouth is. Everyone wins!

As a customer, I would rather see them doing what they do best — flipping my pancakes and slinging my hashbrowns — and leave the Tweeting to me.

How about you or your company — do you have a communication strategy in place? Do you have a website and a plan, but wonder if it could be tweaked to be more effective? I offer consulting services including website reviews and social media strategies for more effective communication. I have been serving up my services as a communications professional to for many years.

Are you interested in amping-up your communications or fine-tuning your efforts? If so, contact me any time, via the Contact Form located on this website.

Category: Social Media, Special Events Tags: communication tools, Social Media Marketing, special promotions, successful promotion Leave a Comment

Nov

“Marketing 2.0 Bridging the Gap Between Buyer and Seller through Social Media Marketing,” newly published book by Bernie Borges

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: Bernie Borges, “Chief Find Officer” and owner of Find and Convert

It’s a well-established fact that traditional marketing tactics are no longer effective in today’s business climate. Potential customers and buyers now seek engagement in different ways, which may be addressed through effective application of Social Media Marketing. Navigating the maze of possible communications tools, strategies, and platforms can be overwhelming.

Catch the Buzz with Red River Writers Live “Biz Buzz” with Bernie Borges, “Chief Find Officer” and owner of Find and Convert, an inbound marketing agency serving midsize companies, and host Becky Cortino, as they discuss effectively using Social Media Marketing to:

Close the gap between Marketing and Sales
Create a powerful Web 2.0 Social Media Strategy
Develop Personal Branding

Bernie is author of the newly-published book “Marketing 2.0 Bridging the Gap Between Buyer and Seller through Social Media Marketing,” an essential guide for businesses in adopting new strategies and tactics through application of Social Media Marketing techniques.

Call-in questions or join the chat and text-in your questions during the show with Biz Buzz Assistant Linda Shrake!

Catch the Buzz! 2 listeners will receive a free copy of Bernie Borges’ new book: Marketing 2.0 Bridging the Buyer-Seller Gap, on 11/18 1PMET on #Biz Buzz #BlogTalkRadio http://tobtr.com/s/783936

Visit Bernie Borge’s websites:

Website:http://www.findandconvert.com Blog:http://www.findandconvert.com/blog Podcasts:http://www.findandconvert.com/blog/podcasts/ Twitter:http://twitter.com/berniebay Book:http://budurl.com/marketing20amazon

Catch this Content-Rich 30 minutes!
…Streaming L-I-V-E — OR — from the Archive

Biz Buzz – Tools, Tips and Technology to Build Your Brand and Communicate Your Message Effectively.

Category: branding, marketing, talk radio Tags: Social Media Marketing Leave a Comment

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