HASHTAGGING

# – On Twitter, this symbol (#) is considered a hashtag used to mark keywords or topics within your tweet. By including a hashtag in your tweet, your tweet appears in a feed of all tweets tagged with the same keyword. For example, if you tweet:

• The tweet with the hashtagged keyword “advertising” will appear in a feed with all other tweets using the #advertising hashtag. This offers more exposure for your tweet and subject matter, while linking it to a common topic across the Twittersphere.

• Marketers can use this to identify with industry keywords, trending topics or even to engage followers with social media campaigns. Here are some examples of successful Hashtag campaigns from companies like Domino’s Pizza and Ben & Jerry’s Ice Cream: http://on.mash.to/Ja0flJ

• DO NOT: Spam with hashtags. Hashtag stuffing or over-tagging a single tweet can come across over zealous and spamming. Limit hashtags to 2 per tweet.

MENTIONING

@ – The @ sign stands for “@ mentioning”. This allows users to call out usernames in Tweets, linking the tweet to the mentioned Twitter profile.  If you want to share something specifically with another Twitter user, use their username and place the @ sign before it.

• For example, including @jamanocchio in a tweet sends an alert to Jennifer’s Twitter account that I have mentioned her in a tweet, prompting her to respond.

• Marketers should use @ mentions to engage with Twitter followers – whether they are customers, media or complete strangers. This can help create exposure for your brand and help shape the identity and perception of your company.

TWEET UP

Short for Twitter meet up, a Tweet Up is a gathering of your Twitter followers. Depending on your social media standing, this can be an effective way to bring your Twitter followers together. These can be local small gatherings of organizations within your community to large massive meetings and campaigns in various industries.

• For example, your local brewery may host a Tweet Up at their facility and invite Twitter followers to meet for drink specials, free brewery tours and entertainment.
• On a larger scale, check out how NASA uses Tweet Ups to give followers the opportunity to attend shuttle launches! Explore the NASA Tweet Up Program and watch the video on how they made some people very happy through social media: http://1.usa.gov/Mo2mDD

With GM pulling $10 million in advertising from the social media behemoth will marketers continue to see the value in Facebook?

The bottom line is there is not enough data to support the success of spending advertising dollars on Facebook.  This doesn’t mean that Facebook advertising doesn’t work, but just that it hasn’t been around long enough and enough studies haven’t been completed to verify its validity as a solid marketing/advertising strategy.

So if you feel Facebook advertising is a good fit for your organization, our biggest piece of advise is to develop a Facebook advertising strategy with very measurable objectives and test, test, test.

If you do not set measurable objectives – whether that is to increase sales, increase your Facebook likes, increase attendance at an event, encourage coupon download, etc. – you will never know if your Facebook advertising is working.   Also, have realistic expectations and be open to the fact that you might have to adjust your target audiences and your messages before you get it right.

We have been conducting media and blogger audits for years. They are a great foundation for building relationships, determining how to secure more quality coverage from target media and bloggers and uncovering company and competitor product perceptions and knowledge.  Media and bloggers appreciate being asked their opinions and when approached properly provide excellent information.

We typically implement this strategy when we start working with new clients or to help support a new campaign, initiative or product launch.  Below is the six-step process we use to conduct successful media and blogger audits.

1.  Document objective:  Determine why are you conducting the audit and what you hope to learn.  For example, do you want to discover what media and bloggers know about your industry and competitors?  Do you feel you are not receiving adequate media and blog coverage and want to determine why? Do you want to determine how to better communicate with media and bloggers to help secure more quality coverage?  Clearly defining your objectives will help you craft specific audit questions.

2.  Develop audit questions:  Considering media and bloggers do not have much time to spare, a good rule of thumb is to develop no more than five-six audit questions.  Ensure the questions are not all close ended because this will limit the information media and bloggers share.  Also, based on the media and bloggers you are targeting consider developing more than one audit.  For example, if you are targeting both trade and consumer media, you might want to go more in-depth with the trade media about your industry and competitors.

3.  Determine the best methods for conducting the audit:  Based on our experience, conducting an audit with media is much more successful over the phone.  Conducting an audit with bloggers is much more successful over email or using an online survey program.

4.  Conduct the audit: When conducting the audit, ensure you are providing an incentive for the media and bloggers to participate.  Media are happy to provide feedback when it benefits them.  For example, simply including a few questions in the media audit about the best way to communicate with them and their preferences will go a long way to helping develop a relationship.  If you are conducting a product launch, offering a product sample for review to bloggers is a good incentive for them to participate.

5.  Review and assess the results:  Once you complete the audit, review and assess the data.  Consider your objectives and how the information you learned can help you achieve them.

6.  Follow up:  Another benefit of conducting these audits is they often provide opportunities for your company.  Be sure if media or bloggers provided an opportunity that you follow up accordingly and in a timely manner.

Intrigued, I visited yonanas.com and learned about a new kitchen gadget that can turn overripe bananas into delicious, healthy soft serve ice cream.  This marketing seemed directed right at me.  I’m often faced with the dilemma of what to do with the last banana in the bunch that I just don’t want to eat.  And as someone who loves ice cream but hates how bad it is for me, I thought the marketing and product was a great idea.  There was even a video on the website showing yonanas featured on The Today Show. A quick scan of the yonanas Facebook page reveals a few people who saw the stickers and plan on purchasing a machine.

While this is definitely an unorthodox marketing strategy, it was a critical reminder to think beyond the obvious marketing strategies. In the case of yonanas, using the banana peel as advertising space made absolute sense, and they used smart creative and a clear call to action to support their message.  This is an excellent example of using an ad to engage rather than invade.  Rather than being offended to find an ad on my banana, I actually appreciate how well the company understands their target audience.

For your next campaign, consider how can you reach your customers with an ad that makes sense in their daily lives. There is no limit or shortage of possible locations for your next ad.

But it all worked out.  The fear drove me to work smarter and harder and faster.  It showed me what I was capable of and allowed me to choose to be more productive.

And in time I gained confidence and developed my own personal swagger.  I faced the challenges.  I fought through the blood, sweat and tears.  I was forged by fire and came out stronger.  I not only survived, I exceeded expectations – mine and others.

Thirty years later I am still spinning plates; just a different kind of plates.  And time is still at a premium.  And on occasion I can smell the ugly odor of fear in the air.  But who’s got time for that?

As my dad always said, do your best and forget about the rest.

Below are a number of strategies you can consider to help achieve your cause marketing objectives. Be sure you have approval from the non-profit prior to moving forward with any strategies as most have guidelines based on your in-kind and/or dollar contribution.

1. Product Packaging: Add the non-profit’s logo to your product packaging. Consider a location on the packaging where customers and prospects will actually notice the logo.

2. Website: Develop a page on your website or a microsite highlighting your company’s commitment to the cause. Consider ways to expand the message beyond your sponsorship commitment and include why and how your company got involved. Also, if it is appropriate, include educational information from the non-profit on the webpage or microsite to educate your customers and prospects.

For example, if you are a consumer packaged goods company focused on marketing to women and you sponsor the American Cancer Society, include educational information on cancers that directly effect women, warning signs, etc. Be sure the non-profit approves this and that information is credited to relevant/medical sources.

3. Publicity & Media Relations: Use publicity and media relations as a way to create awareness about your involvement in the non-profit. Beyond announcing your initial commitment, consider ways to continue to promote the cause marketing campaign. For example, if you are sponsoring Habitat for Humanity, announce new home groundbreakings, milestones and your employee involvement.

4. Employee Involvement: Whether it is supporting a local 5K, getting involved directly with volunteering or raising money, consider ways to engage your employees in the cause. Be sure to capture photography and/or video to share with both your internal and external audiences.

5. Social Media: Facebook, Twitter, Pinterest, Google+, etc. are great channels to share your cause marketing messaging. One note of caution is to avoid patting yourself on the back about how the company is sponsoring the non-profit. Focus more on how you are supporting the mission, share photos of employee events and announce key non-profit events/messages (e.g. February is heart month… what are you doing to care for your heart?)

6. Events: Talk with the non-profit and determine what events you can create on your own or pre-established events you can get involved in. Consider ways to support the mission while achieving your objectives. For example, can employees volunteer at an event and distribute samples to attendees. See what else you can do beyond hanging a corporate banner.

7. Advertising: While you might not want to run an ad campaign based solely on your cause marketing campaign, consider adding the non-profit’s logo or a tag about your involvement.

8. Email/Direct Marketing: Similar to advertising, you might not want to implement an email or direct marketing campaign based solely on your cause marketing campaign, but consider ways to incorporate your cause marketing messaging into these marketing pieces (photos, videos, logos, etc.).

9.  Engage Customers:  Consider ways to engage customers and prospects with the non-profit.  For example, if you conduct customer/prospect surveys for market research/customer service purposes, offer to donate a specific dollar amount for every survey completed (with a cap of course). Have customers or prospects engage with you on social media in a way that benefits the non-profit (share a mission story, increase your overall donations with more followers or engagement).

There are many cause marketing strategies you can implement to maximize your non-profit sponsorship. Do not hesitate to contact the non-profit to brainstorm strategies and learn best practices from other corporate sponsors. After all, the non-profit wants you to have a good experience and continue to support their mission.

Well, that plus the desire to limit the government’s intrusion into our private lives.

I get the whole need for security and our responsibility to support the government in doing what it has to do to keep our part of the world safe.  Just visit an airport for proof.

But I am vehemently opposed to giving any federal agency or group any authority or power that is not clearly and precisely outlined with every “t” crossed and every “i” dotted and every thought footnoted.

Talk about giving someone an inch and them taking a mile. Network World explains that CISPA would let Internet companies monitor and collect any user information they think poses a threat to their networks or systems. The bill would also let these companies share the collected information with the NSA and other federal agencies. Companies that share such information would enjoy a high degree of legal immunity for their actions.

Can you say “Yikes”?

Still, I cannot help but wonder if the current administration is truly interested in protecting its citizens or garnering their votes (did you know that when you scramble the word “vote” it also spells “veto”).

A statement released by the White House today stated: “Without clear legal protections and independent oversight, information sharing legislation will undermine the public’s trust in the Government as well as in the Internet by undermining fundamental privacy, confidentiality, civil liberties, and consumer protections.”

Ron Paul says CISPA is “Big Brother writ large.”  I believe he simply wants to keep the government in check and protect privacy.  Facebook supports CISPA because the company stands to benefit financially and legally if the bill passes. And Obama?  Hopefully he is keeping a watchful eye on all Americans, not just the voters. As for Mitt Romney, to the best of my knowledge he has not voiced an opinion.

1. Social Media.  Consider using social media platforms to engage your audience in a contest related to the ad campaign.  This is a great way to draw those who viewed the ad to your social media sites as well as encourage social media fans and followers to seek out your advertisements where they appear.

2. Website & Email Marketing.  When developing an ad campaign (no matter the medium) a website landing page is a great way to continue to keep the audiences engaged and provide additional information that you didn’t have room to include in the ad. If you have a quality email database, create an email marketing campaign that coincides with the advertising campaign (and drives visitors to the landing page).

3. Publicity. Is there a timely or edgy aspect to your new ad campaign? Develop a pitch or media invite positioning your campaign as part of a larger, compelling story.  If you can secure media coverage for your new campaign, you have extended its reach beyond the actual ad buy.

4. Events.  Does your campaign celebrate a company landmark? Is it in support of a new product launch? If there is a reason to celebrate and a bigger story to tell, consider hosting a live or web-based event.  Invite customers, prospects, vendors and media to share in the celebration.  And if the event itself is unique or unexpected, this may serve as another opportunity for some publicity.

For example, my husband received the “Stand Up for America Survey” in the mail. It’s a survey for the Republican Party and the results will eventually provide ammunition for the Republican campaign.

We have received these surveys before and I know how skewed they are. So when my husband said he was going to complete it, I was interested to see his response. After reading the first two questions, he refused to move on.

“President Obama and the Democrats have continually called for raising taxes to pay for even more new big government spending during the worse economic recessions in nearly 100 years. Republicans want to keep taxes low and reduce taxes on businesses to help create jobs. Which approach to tax policy do you support.” – Obama/Democrat, Republican or No Opinion?

“Republicans have fought to shrink the size of government to stop the rapid accumulation of federal debt cased by President Obama’s policies. Obama and the Democrats in Congress have called for more federal spending as the answer to every problem that confronts our nation and society. Which approach to federal spending do you agree with?” – Obama/Democrat, Republican or No Opinion?

The survey was so skewed it wasn’t even funny. The bottom line is when it comes to political marketing anything goes.

I’ll continue to post about political marketing strategies throughout the campaign. Feel free to share any you find interesting or just plain ugly in the comments section.

A free photo sharing application for use on DROID or iPhone smart phones, marketers are wondering how they can use this tool efficiently and effectively. The latest integration with Facebook, who emphasizes photo and video content, could mean more possibilities for using Instagram in both B2C and B2B marketing.

Have you thought about Instagram as a marketing tool? While Instagram may not be a fit for all businesses, here are some things to consider:

Company Instagram Channel: Companies create their own Instagram channel to add character to instant uploads. For instance, a cupcake shop may snap a photo of a fresh batch of cupcakes, and upload it to their Instagram channel, share it on Facebook, Twitter or even Pinterest. This can help generate interest in your product…and leave some mouths watering. While you can certainly upload photos to all social media sites without Instagram, adding an Instagram filter can help add character to your post.

Check out Bergdorfs’ Instagram channel that was integrated into the Bergdorfs blog.

Contests: Social media contests are a great way to engage consumers, and can span a massive audience. This can occur across any social media, but if you plan to integrate an Instagram contest on Facebook, take the necessary steps to ensure your contest falls inside the Facebook promotion guidelines.

GE’s contest, “Be the Next Instagrapher”, was a hit with Instagram users.

Event Marketing: People love taking photos at events. Assign a hashtag specific to your events and have attendees apply it to their Instagram photo. This will also give you a way to have real-time photos of your event that you can repurpose for other social media channels. You could even share the photo feed at your event on “the big screen.”

While there are many ways to use Instagram for marketing, it is important to evaluate if Instagram is a fit for your business before diving right in. Just because it is there, does not mean you have to use it. Putting together a social media marketing strategy is essential.

Have other ideas for how to use Instagram? We’d love to hear them.