Category

Communications

Nov 06
Love0

#Election2012 and the Normalization of Social Media

By Communications, Social Media

Today, Election Day 2012, I, of course am thinking about the last presidential election, and how, for me and for millions of Americans, it was the first presidential election we watched unfold on Twitter.

This time around, that doesn’t seem at all unusual. This time, social tools for a nationally-watched event are so integral, I can’t even imagine an election without them. It’s somewhat unbelievable to me that voting hasn’t become a totally online experience and I wonder if it’s possible we’ll get there between now and 2016. One thing is sure, our use of Facebook, Pinterest, blogs, LinkedIn, Twitter, YouTube and other tools have grown so significantly, it seems by the next presidential election there will be nary a voter without access to and regular use of one or more of these platforms.

I will likely have an eye on Twitter throughout the day with a glance at Facebook now and again. Later tonight will be a combination of TV and communal watching the results come in with others in person and via the social networks.

Get out there and vote, and let me know how you plan to watch the election unfold. 

Oct 29
Love0

Four Ways to Use Social Platforms to Drive E-commerce Sales

By Communications, Corporate Strategy, Marketing, Social Media

With all the blogging, sharing, news articles and conferences that tout and exploit the uses of social media, you’d think the idea of using it to drive e-commerce sales would be a no-brainer. I mean everyone’s doing that, right? Anyone with an online storefront MUST be using their Facebook pages, Twitter feeds, and Pinterest boards to drive traffic to product landing pages, right?

Turns out, not everyone understands that, especially in B2C. I was at a training session yesterday with one of our favorite retail clients, teaching them the amazing benefits of Sprout Social. This is a pretty great social media dashboard tool that allows you to manage all your social media presences from one location. As I was helping them hook it all up, I was also asking how these platforms were being used so far. Were they promoting items in the store? Sharing design ideas from their own people? Promoting designers and products outside of the store? Driving traffic to their online web store?

Turns out they were really only using their social platforms to promote things outside their store–designers, other Pinterest boards, other blogs. They weren’t really using the social tools to drive everyone back to their OWN store, either online or bricks and mortar.

I was very surprised, to say the least. But it made me think that maybe they weren’t alone, especially if they were a small business with limited time and resources. So here are some things you can do right now to help drive more sales using social tools.

  1. Set up a Facebook page and update it regularly. MOST people who buy things online have a Facebook presence of some sort. 67 percent of B2C companies and 42 percent of B2B companies have acquired a customer through Facebook (Hubspot, 2011). Use it to drive traffic to your blog, your Pinterest page, or better yet, specific product landing pages on your site. Facebook is a great way to stay in front of customers generally.
  2. Set up a Pinterest page to showcase your products. According to a recent BizRate Insights study, “sixty-nine percent of consumers who visit Pinterest have found an item they’ve purchased or wanted to purchase.” In some studies, it’s even outpacing Facebook as a product purchase influencer. While both sites are used to connect with people who share common interests, “Pinterest is more of a product finder and decision influencer.”
  3. Set up a Twitter account for sharing thought leadership. Post content from your blog, and ideas from others, along with deals and ides on your OWN site. Twitter is less effective as a sales tool for consumer products, but it’s great for business solutions and products.
  4. YouTube is still one of the largest search engines, so you have to have a channel. This can really enhance SEO as well. Post weekly video tours of section of the store, specials, or events you might be hosting in your brick and mortar store, but link to corresponding product or category pages in the online store!
  5. Make sure to set up Google Analytics on your web store so you can see what links drive the best results. It’s pretty easy and Google already tracks the major social platforms. You’ll quickly get an idea of what each platform brings to the table in terms of traffic and sales. The key here is to be everywhere, targeting each platform to do what it’s good at. But don’t be afraid to drive traffic to your store, rather than just your blog.

Need help? Call us!

Enhanced by Zemanta
Oct 25
Love0

Communicating in a Crisis: Chris Dumler’s Challenge

By Communications, Crisis Communications

Albemarle County Supervisor Chris Dumler was arrested on felony sex charges last week and now, local news organizations can hardly report about anything else. But what is there to say? Besides the news of the charges, Dumler has a need to stay out of the spotlight. Yesterday, the Newsplex reported that Dumler has canceled public appearances and the community waits to see if he will emerge to address his constituency, particularly in a board of supervisors meeting scheduled for November 7.

There is a distinct difference between a public figure and one who holds elected office, when crisis communications is needed. A public figure can remove themselves from society for a cooling-off period. An elected official will, at some point, be forced to address his or her constituency, particularly to either resign or express intent to continue in his or her public role. People think they have the right to know the truth in a crisis and demand transparency from those in the public eye. They  don’t always get what they want.

There have been notable examples of people (politicians and celebrities) who have successfully emerged, over time, with reputations restored or, at least, forgiven or newly accepted by the community. Robert Downey Jr., Charlie Sheen, Bill Clinton, Winona Ryder, Gary Hart, Sarah Ferguson — it’s a long list. It remains to be seen how Lance Armstrong will emerge from his own reputation crisis, but we’ll be watching that, too.

It CAN be done, but not without damage done, amends made and a debt served either publicly or in a judicial sense.

From last night’s broadcast:

http://www.newsplex.com/home/headlines/Christopher-Dumler-Cancels-Public-Appearances-One-Week-After-Arrest-on-Sex-Charges-175688391.html

 

Update: 10:37am Thursday, October 25, 2012

Dumler Releases Statement Saying He Won’t Resign

Oct 17
Love0

Don’t Make This Critical Content Marketing Mistake

By Communications

OK, I admit it. I love Men’s Health Magazine. When I read an issue I feel like there’s still hope for me–still time to create chiseled six-pack abs, land that perfect job, take an epic trip, generate untold wealth, attract hordes of smoking hot babes just dying to please me–you know, the basic stuff a man of my stature deserves. It’s full of useful tricks and tips, style advice, fitness regimens and human interest stories, sort of playing the role for me that Cosmo does for the ladies. I tend to enjoy staying plugged in to the younger set because I feel better when I do.

So when they offered me a chance to get some email alerts once a week or so on fitness and style, I signed up for a few. It was a way to stay plugged into that content between issues and get some good advice on whatever manly activity I was currently weak in.

Big Mistake.

EVERY single one I have received so far has been marketing spam. I was HOPING for, and expecting, blog-style columns driving me back to the site where I would be happy to consume advertising while I read invaluable posts about advancing my career and or 99 sex tricks certain to drive her crazy. Instead, I’m getting pummeled by teasers for $79 nutritional supplements and workout CDs. There has not been one single link to useful advice that I didn’t have to buy. VERY disappointing.

Look, content marketing won’t work well unless you surface valuable content. You have to provide information worth consuming that folks will want to share and that will enhance your reputation as a trusted provider of whatever it is you provide. All this tactic did was get me to unsubscribe from those emails as fast as I possibly could, with the additional side effect of undermining my desire to return to the site on my own. It was a classic bait and switch that altered my point of view on the publication from trusted source to spammer.

Another brand I cared about, forever tarnished. Sad. Very sad indeed.

Oct 12
Love0

Philanthropy Day and Corporate Social Responsibility: Call for Community Partners

By Communications, Jaggers Communications News

Today we celebrate Philanthropy Day with the 2012 Jaggers Communications’ community partner, Center for Nonprofit Excellence. In a little while, I’ll be heading over to the Omni to hear keynote speaker Bob Sweeney tell us about the changing face of philanthropy, and to visit with many nonprofit and local business leaders.

As an individual, I was raised by parents to give back to my community. We always volunteered as a family, with the Juvenile Diabetes Research Foundation, with the American Diabetes Association, United Way, our church and other opportunities as they arose. We also contributed donations when we could, and I distinctly recall as a little kid hosting a backyard carnival to raise money for Ronald McDonald House.

As a business person, I was “raised” by other business people who also believe in giving back. We devote “time, talent and dollars” to community partners every year. When I opened Jaggers Communications in January of 2011, I was determined to continue that commitment and so, each year, we select one or two community partners to support in the coming year.

We’re interested in learning about YOUR nonprofit — your mission, your challenges and your communications goals for 2013. Please e-mail me directly at mjaggers at jaggerscommunications.com if you have a specific campaign, project or communications need we can support next year. We’ll be reviewing requests for support from now till the end of the year, and will announce our nonprofit community partners in January.