[ swarm theory ]

Internet Retailer recently ran a nice news feature about Brandtransfer. http://bit.ly/cYW4m4

Rarely do you get to work with a client/company that is helping to change the world (by that I mean improve). Its also extremely rare that you get to be part of a movement to give an old, established industry a complete makeover. San Antonio, Texas based LionForce Building Systems is changing the housing industry…and I’m proud to be a part of the movement.

What started as a contract to help with performance marketing and social media has turned into a much larger, more ambitious engagement than expected - but in a good way. Our ecoLiving System is focused on dramatically improving the green home buying and living experience. It promises to change the way a new home is designed, purchased and built and accelerate the adoption of high performance green homes nationwide.

The ecoLiving System creates a platform that streamlines and coordinates architectural design, construction science, information technology and business process. By integrating intelligently designed software common to all of these industries, we can provide highly sustainable, energy efficient homes that can be personalized to accommodate a wide range customer needs and preferences, and geographic locations at a reasonable cost.

Join the conversation by following us on Twitter @ecolivingsystem

See more on the LionForce Flickr photostream

The use of SM by C-Level executives is becoming the subject of lot’s of SM discussion. How to use it, what to say, what not to say…and a wide range of other “standards” are being debated in companies around the globe. Is it really that complicated, or perhaps, just another symptom of the out-of-touch realities of most corporations (regarding SM)? Personally, I think its a “dammed if you do, dammed if you don’t” situation, mostly dependent upon corporate culture and the comfort level with being open and transparent - AND having the ability to deal with any “self-branding” that might result from employee SM participation.

A good article on this subject by Jonathan Paisner was recently posted on the AdvertisingAge website. The last paragraph relates to C-Level use of Twitter, and provides some excellent advise:

Twitter is yet another example of where brands have to accept a loss of control. In this case, it is not about putting the brand in the hands of the market but in the hands of the people for whom the brand is their livelihood. A certain amount of letting go is a necessity. We will undoubtedly see a few missteps in C-tweets, and we’ll learn and move on. Ultimately, the medium may change but basics of branding still apply — both for the brands themselves and for their executive stewards: Be true, be relevant, be transparent, respect your brand and your customers, don’t make a promise you can’t keep.

Mobile QR codes are the coolest marketing tool that i’ve seen in a long time. The potential online/offline use is endless, and I think they really show the true potential of mobile marketing. iPhone has free QR reader apps, and there are a number of systems available for other phones. See the list of supported phones from BeeTagg.

Mobilize your blog for free at Mofuse, and they will automatically provide you with a QR code.

Verizon Communications recently announced a major victory against cybersquatters, with a $33.15 million award (the largest ever) from a federal court against domain registrar OnlineNIC. Cybersquatting comes in many forms, with each trying to confuse or mislead a consumer who is looking for a trademarked site. Cybersquatters have one goal - to profit (directly or indirectly) on the strength of someone else’s trademark and other intellectual property.

“This case should send a clear message and serve to deter cybersquatters who continue to run businesses for the primary purpose of misleading consumers,” says Sarah Deutsch, Verizon vice president and associate general counsel. “Verizon intends to continue to take all steps necessary to protect our brand and consumers from Internet frauds and abuses.”

Some typical methods used for cybersquatting include:

• Typosquatting - misspelled variations of trademarked URL’s. Used to “catch” all of the misspelled direct traffic, by creating landing pages filled with ads and affiliate links.
• Pay Per Click search ads that use misspelled variations of brand trademarks and confuse the person searching.
• Attempting to profit by selling domains to the company that owns the trademark intellectual property.
• Using domains/sites to divert traffic from a competitor, or communicate negative messaging to the public (XYZincSucks dot com).

Cybersquatters often register web addresses close to those of leading retailers and other companies, hoping to lure unwitting consumers and make money by serving them pay-per-click ads. For instance, a consumer who, instead of typing the web address llbean.com, enters llbeen.com is taken to a site that offers links to travel, credit and clothing sites unrelated to apparel retailer L.L. Bean.

Increasing popularity of internet search, regardless of purchasing channel or industry, makes brand control more important (and challenging). The more popular the brand is, the more cybersquatters will try to capitalize on the companies goodwill. CitizenHawk is one company that is leading the fight against cybersquatters, by providing digital brand management solutions that enable companies to protect their brand online. They have a very cool tool on their homepage that will instantly show you how many domains are squatting on your brand.

I’m sure it will take some time, and many more lawsuits, before cybersquatters start following the rules. So take action, and don’t let these bottom feeders mess with your most valuable asset - your brand.

View original article from Internet Retailer

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