[ swarm theory ]

Great presentation about personal branding by David Armano

Ever wonder about the specific tactics that social marketers are using? The graphic below is from Omniture - and it breaks down specific channels/strategies currently being used by social marketers.

I predict that these numbers will double within the next 12 months. SM channels provide the lowest cost of entry, and if done correctly, the highest impression value. However, as marketing departments trim the fat and move social, it will be interesting to see if brand value increases or decreases as a result. I believe the social media shift will either (completely) open up communication between brands and consumers (if done correctly), or provide an opposite effect - and cause resentment toward brands that tread on the social space (if done incorrectly). There won’t be a middle ground.

Moving into social media should be done with caution, as part of a strategic marketing plan. Brands must be prepared, and understand that the “new media” has its own standards/best practices - and breaking these can result in negative engagement with the consumer. I suggest partnering with a consultant or agency that specializes in social media marketing. The “participatory web” now determines what your brand means, and since the social media belongs to them, you must follow the social rules of engagement. BTW…these “rules” are not written anywhere - they are known only by the users, and continually change to meet the needs of the SM channels. Caveat venditor!

View a great presentation regarding international use of social media.

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Follow Scott Templar on Twitter @scotttemplar

I was not at the event, but I want to pass along some very useful information from a Shop.org keynote regarding the importance of innovation, and the new rules on-line retail.  In her speech, Sucharita Mulpuru, Senior Retail Analyst from Forrester Research, discusses some key strategies that e-retailers should use for future success.

The new rules of online retail

1. The web is no longer the underdog. Ecommerce now has a significant foothold in several retail categories.
2. Merchants are no longer the taste makers. Social networking has turned the old rules on their head.
3. YouTube is the new Google. Video provides the ability to communicate more emotion and the rich information that consumers want.
4. Green is the new black. 38% of consumers say they are willing to pay more for environmentally sustainable products. 31% of consumers are now shopping online more often due to high gas prices.
5. Cash is still king. Consumers like having options – such as echeck, PayPal and Bill Me Later – in how they pay for products.
6. 3G is the new T3. iPhones are “a religion.” Gen Y is more than twice as likely to go online from somewhere other than home or work than BabyBoomers or Gen X.

Recommendations on how retailers should incorporate these rules into their multichannel marketing strategies.

1. Multichannel retailers need to think big picture. Rather than only trying to grow online sales, think of ways your ecommerce channel and brick and mortar stores can work synergistically for mutual benefit.
2. Pure plays can’t rely on being the cheapest game in town. If web sales taxes grow, sales will suffer. Price point can’t be your only strategy.
3. Embrace social computing. But first, figure out what your objectives are. This will help guide you to the best modes of social networking for your company. For example, if you want to energize your customer base, incorporate customer reviews into your site.
4. Prioritize content creation. Better content is key for increasing conversion. Content is often the last priority for retailers, but Mulpuru recommends rethinking this. Adding embedded zoom or videos are some options.
5. Consider the environment. Some ways to do this are embracing carbon footprint offsets and reducing paper mailings.
6. Embrace mobile. While ROI is still to be seen for the most part from mobile marketing, retailers should embrace this channel now. Some ways to do so include creating a unique mobile interface, making best-sellers easily accessible, incorporating easy-to-use address book integration, GPS capability to locate nearby stores and offering alternative payment options.

View the entire article at the Shop.org Blog

I’m always baffled when I read about these types of studies - the ones suggesting that companies cannot find adequate personnel to execute marketing initiatives. A recent study by Forrester Research indicated that paid search advertising remains on a growth trajectory and will reach more than $26.8 billion by 2009, but the largest companies are having the most trouble managing their campaigns. Is this really possible? Apparently the CMO’s of these companies don’t attend trade shows, hang out on Linkedin or Twitter, and maybe even neglect to answer their phone and email?

I’m pretty sure I could produce/identify a large amount of qualified consultants, agencies, and prospective employees - to meet demands such as this one in the search space. I’m also confident that this list could be produced within a few hours. The image below shows statistics from my Linkedin network. With 115 professionals in my direct network, I have access to over 6 million people who are just 3 degrees away! Additionally, I am a member of 12 professional Linkedin groups - each with large membership, providing additional access to qualified professionals.

Could the issue lie within the corporations themselves? Have they created a closed culture that resists the assistance of qualified 3rd parties?

• 78% believe managing large keyword lists is cumbersome.
• 59% say they currently have insufficient personnel to manage their paid search campaigns
• 69% said existing applications are not robust enough for their needs.

The only reason that would make sense to me would be financial. Beyond that, I’m confident that there is a qualified consultant, freelancer, or agency out there that can get the job done (regardless of industry). Vertical integration may not always be the best thing, and can often result in diminished returns when dealing with highly specialized deliverables.

About the study: In August 2008, JupiterResearch designed and fielded a survey of qualified individuals managing search marketing at companies with a search (PPC) marketing budget of $50,000 per month or more. According to the research, 53% of respondents spend between $50,000 - $250,000 per month; 30% spend between $250,000 - $1 million per month; and 17% spend over $1 million per month on search marketing. Some content from this post from marketingcharts.com

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Scott Templar is a digital media, marketing, and commerce consultant and can be reached at info@scotttemplar.com

Brands pay millions trying to get slogans and brand messages to take off, and more often than not they never stick. These days, a major factor is the strength and influence that social media has on trends - supporting the belief that a brand is not what you (corporation) say it is, it is what they (public) say it is. The reason why one spontaneous message takes off, while a strategic one doesn’t, is often debated. During last nights presidential debate, some key “tipping point” ingredients seemed to emerge.

First, there was a massive television audience, with access to multiple networks and viewing options. Second, access to the internet via high speed connection on your computer or mobile device. Third, a multitude of digital communication tools - phone, SMS, MMS, email, chat, social networks - allowing for fast conversations to friends and groups with similar interests. Now, throw just the right ingredient into the pan - and shazam, you’ve got yourself a trend.

Last night that perfect ingredient was John McCain’s constant use of the words “Friend and Friends” when addressing the crowd and the American people at home. I was on Twitter while watching the debate (along with a million other people), and you could start to feel a crowd swell every time he said it. All of these social media factors came together at just the right time, and today we have a trend. The phrase “Not McCain’s Friend”, is the hot election topic on Twitter today, and the quick-to-move entrepreneurial folks at Cafepress have already started selling t-shirts and other swag.

What a cool time to be alive (even with all the global economic and political trouble that we are currently experiencing). Never before could you actually watch innovation taking place right before your eyes. As my mom would say…”amazing”.

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Scott Templar is a digital media, marketing, and commerce consultant and can be reached at info@scotttemplar.com

Grow your mustache for a good cause…you know you want to!

I found out about Tache Back from my Twitter group.  Here is what they say on their website: Every September, thousands of men neglect their upper-lip and grow a sponsored moustache to raise vital funds for Everyman - the UK’s leading Male Cancer Campaign. Since 2003 our hairy heroes have collected £700,000 for Everyman’s life saving vital research into testicular and prostate cancer. TacheBack 2007 was the most successful year yet, with our Tached crusaders raising £230,000. And this year we need you to help us make it to the big £1,000,000.

They have gone mobile as well!

A new social media site called Polyvore allows users to create product design sets from their favorite brands. The user grabs an image from a site, and then pastes it into their Polyvore interface, allowing them to create designs that are customized to their personal expressions. The usability is very similar to Kaboodle - a popular social shopping site. The sets are fun and interactive to use - but also provide brand managers and product designers with an extremely valuable tool to gain consumer insight on use and design.

Twitter is all the buzz these days and I am doing my best to jump on the bandwagon - but the system keeps letting me down. I’ve read that they just secured some additional VC funds to scale up to meet the demand and popularity - but how many users will they lose in the meantime? Regardless of how big I grow my following, the system still dumps it all and moves me back to day one. I will give it another week then i’m outta there.

Who controls a brands vibe? Is it what the company says it is, or what the public says it is? This is the basis of the website Brandtags.com. The basic idea of this site is that a brand exists entirely in people’s heads. Therefore, whatever it is they say a brand is, is what it is.

The Harley Davidson brand looks closely aligned in corporate and public meaning. Other brands are not so successful.

Let’s make the work week suck 20% less!

A plan we can quickly endorse. No doubt the work of our buddy Dylan - promo/web guru at Yakima. On-line/off-line promotion at its best.

Dylan with the Pope