by Miriam Hara | Nov 30, 2014 | Latest, Marketing, Social Media
Your business or brand has been an early adopter or late adopter on social media… good for you! It goes without saying that today social media is and should be part of any marketing and sales strategy mix and rightly so. Along with its popularity, from a marketing perspective, social media has opened the depth and breathe of niche market strategies. No longer is defining target groups as gender and age group sufficient or effective…marketing teams must now get into social media profiling.
Amidst the race to build healthy and hearty communities and following on Facebook and Twitter, there’s a false perception among many in marketing that social media is about mass. But it is quite the contrary. While it is true that with many brand communities the strength of communities is an objective, it is not the only achievable result of indicator of success nor is it the only tell tale sign of social media initiatives’ success.
Consider this, marketing started with demographic targets and then started withe very psychographics profiling to get a clearer handle on what motivated their demographics. With the popularity of the social media channel, social media profiling is quickly emerging as a much needed tool in determining the success of any social media initiative by not only defining the demographics of a target but also by defining their motivations.
With social media profiling… niche is where it is at.
Many businesses have recognized that establishing a target market, demographically speaking (age, gender, location) is not enough and will no longer result in successful performances of initiatives. Let’s take the demographic target of Women 25-54 as an example, which in traditional advertising and communications was all that was required to plan out the media strategy, on TV, radio, magazine selections, and early on, online properties. We can all agree that there’s a significant diversity within the target segment of Women 25-54.
To illustrate that the use of traditional demographics is diminishing; meaning, the importance of age and gender as the significant attribute of a target, is not as relevant when conceptualizing campaigns and establishing strategic initiatives, here are some questions you should ask:
Where are they in their life journey: Are they single, having babies, raising kids, divorced, empty-nesters? This is key in establishing mindset and their motivation triggers.
How do they inform themselves: Online, friends, family, magazines? This will establish the mix of channels to reach them as well as the language to use.
What are their hobbies? This will provide depth to any profile, allowing brand to start developing a relationship that will resonate with their target.
Which, if any, communities are they involved in? Both online and traditional should be evaluated as there currently exists a need for both.
Social media profiling starts with these basic questions and answering them will assist in avoiding the use of stereotypes, which is key and developing an enriched plan of reaching your audiences. Determining niche segments within a target through social media profiling will allow marketing to establish the various customer personas that are relevant for their brands and businesses.
Does your marketing take into account social media profiling? I’d like to hear your thoughts here.
by Miriam Hara | Nov 25, 2014 | Interactive, Latest
We are all out there: surfing, posting, responding, blogging and purchasing all on our very own personal computers. Our computers are an extension of ourselves and as a result we are lulled into believing or feeling that we are all safe – that Web security doesn’t apply to us. Think about this, the last time you went online shopping, surfing, researching or downloading information onto your computer did you even stop to think about the potential risk you had exposed yourself to? If you ask yourself right now how protected the information residing on your laptop or computer is when online, would you even know the right questions to ask in order to get the answer?
In light of the not so recent event involving the photo hacking from Jennifer Lawrence, I had written a blog about online security and the expectation of security. Now, I want to explore how educated individuals are about their computer security and securing their personal information from would-be thieves. I am not quite sure if the culprit of these security breaches is a result of misinformation about Web security or a lack of know-how about Web security. Which camp do you fall into?
Here are a few statements to determine if you are savvy about Web security and keeping your computer safe from harm’s way. Do you agree with the following statements?
1) I’m no celebrity, so who would want anything on my computer? Securing your computer is a priority no matter who you are or what you do. It doesn’t matter if you’re a star or not! If you use your computer to hook up to Internet, you are as vulnerable as Jennifer Lawrence. There are programs on the net written specifically by hackers who want nothing but to get at your information and they write these programs to execute “at large”!
2) I really have nothing of importance on my computer. Okay I believe you, but that’s actually not true. Your name, address and email are all that need to be comprised to set you up for identity theft. Every email received, from financial institutions to airline tickets and boarding passes, hotel confirmations or online receipts are added clues for hackers to start building a profile – yours!
3) Any message I receive that carries sensitive information I delete, so I am good. Hasn’t it happened to all of us at some point where we inadvertently delete a file? Remember the panic? Remember the IT guy that saved your life and recovered it from the “delete universe” where the common man doesn’t go? Well, that’s the same place all your deleted information goes. Think of your computer as the Eagles’ Hotel California: You can check in anytime you like, but you can never leave! Even when you delete information, it is never really truly gone.
Computer security and Web security are one and the same. If you are the on the World Wide Web, staying on top of the potential risks you computer is subject to is important. In a society that is quickly allowing each and every one of us to be publicized, it’s important that you don’t falsely assume that your computer is safe. So how did you fare answering the questions? Let me know.
by Miriam Hara | Nov 18, 2014 | Interactive, Latest, Social Media
Is the almighty business website a thing of the past? Many are saying Social Media is where it’s at today. Actually anything social media, including content creation, content sharing, reaching out and blogging are all the new must haves for business. With all the hoopla about social media and the introduction of so many social media platforms, many businesses are questioning the point of keeping a business website. However, there is still a need for it and it all has to do with first impressions.
It goes without saying that there are many advantages to social media but there are equally if not stronger advantages for businesses to also maintain their website. This is the place where prospective clients will go to get their first impression of your business. Who are you? What do you do? What services do you provide? How easy is it to connect with a sales representative? These questions are all part of the first impression equation. Also, it’s the only place online where you have 100% control over the content and ultimately how potential clients perceive you. Additionally, your business website must be up to par with all the current methods of social sharing and sales lead generation. Gone is the static brochure business website that provided no dialogue and no potential conversation.
A business website is about making a good first impression but the new business website also needs to leverage the demands of sales needs for the evolutionary digital landscape.
In today’s very competitive digital and sales environments, it’s important to get found and it’s important to be “there” when potential clients are looking for your product or service. As mentioned previously, brochure websites are a thing of the past. Planning and SEO strategies are essential when implementing a website. Here are 3 additional simple must-dos in order to augment the performance of a business website:
1) Articulate the objectives for your business website. This is necessary in achieving ROI on the investment.
2) Establish key strategies to keep your website fresh. It’s important to provide relevant and timely content on your site so potential clients have a reason to keep coming back.
3) Facilitate dialogue and contact. Enabling several touch points for visitors to comment or reach out is essential for developing relationships and sales lead generation. Identify key pages within the site that will prompt a call to action. Also having sharing tools is key.
The business website is still necessary and very viable. The danger is placing all your energy on social media platforms while neglecting your business website. Both have to work in tandem and be supportive of one another. If created properly, the business website should act as the central point for all other digital initiatives created for social media platforms (Twitter, Facebook, LinkedIn, etc), eNewsletters and of course sales lead generation.
Let me know what you think. I invite you to go to our site and see how we’ve designed an integrated business website.
by Miriam Hara | Nov 13, 2014 | Business Success, Communications, Latest, Social Media
Social Media isn’t single and it isn’t a couple either. It isn’t accurate to describe the Social Media space as one thing. Yet we are all guilty of doing so. Many of us, when speaking about Social Media, refer to it as if it were a singular item – even though all of us know that isn’t the case. There are many different Social Media platforms that make up what we all call “Social Media“.
The Social Media platforms that make up the space are as diverse as radio stations or TV channels in any given market.
There’s a tendency to generalize and paint all these channels with the same brush – no matter how broad it is – and that’s not a valid way of thinking about the channel. Every platform on Social Media, from those that started the momentum like Facebook, LinkedIn, Twitter, Pinterest, Instagram and YouTube to those that have followed are all unique and deliver very different experiences to their audiences. That’s a beautiful thing. These Social Media platforms that “make up” this exciting channel are not the same. They also don’t deliver on the same set of objectives, and any business entrepreneur and marketer needs to keep this in mind.
The Social Media platforms are beautiful things.
The individual qualities, audiences and engagement experiences enable each platform to be viewed as a unique marketing channel, able to deliver on specific objectives and on niche target markets. Each platform has its specific “state of being”, offering its audience a unique type of experience. That is why Social Media platforms should not be lumped together. It would be like saying all TV shows speak to the same audience and in the same way. You wouldn’t air a TV ad for a women’s product on a channel that only targets men. But that’s where the comparison to TV and radio ends.
Social Media platforms make up a very complex marketing channel and that’s a good thing.
It provides marketers with the ability to really dig deep and speak intimately to their niche segments. It allows marketers to propel brand tone and persona visually with movement and words. Social Media is a very diverse space. Here are just a few of the many platforms and what they each deliver:
Facebook: Well what can I say that hasn’t been already said. It was the beginning and now it is still a staple. Facebook evolved from a youth cult channel to now a parent and grandparent channel. You can find any target segment on Facebook. It’s social at its best. It’s fun. It’s personal. It’s connective. And, it’s relationship forming.
Pinterest: Originally designed for brides to organize their weddings, Pinterest can’t help but be a very visual and organized platform. Yet, it’s playful. It’s also full of appetite appeal, high fashion, design and decor. It’s the visual expression of anything on the planet. It transcends language, culture and borders.
Twitter: How can you achieve critical mass? Just tweet. It’s fast. It’s short and sweet. It’s consensus. It’s voyeurism. It’s immediate. It’s visual. And it’s especially powerful when coupled with traditional media and star power. It was during the 2014 Academy Awards, hosted by Ellen DeGeneres, that the most popular tweet in the History of Twitter was shared.
LinkedIn: It’s professional. It’s networking. It’s engaging. It’s helpful. And it’s a soapbox. How professionals use it varies depending on whether they’re a job seeker, a head hunter or just trying to connect with like-minded professionals. LinkedIn allows for everything from sharing opinions and asking questions to hearing new points of view. It’s an amazing platform for professionals.
YouTube: It’s film. It’s humour. It’s emotional. It’s trendy. It’s video and it’s viral. It doesn’t require high production value, but it does need high impact messaging. It’s a free channel. And it’s up to marketers to leverage it.
Instagram: It’s visual. It’s a showcase. It’s artistic. It’s popular. It’s cool. It’s shareable on other social platforms. It’s power lies in it’s ability to integrate with other platforms, making it very viable for marketers to combine photos or videos into their promotional context.
So now when you think about Social Media, don’t refer to it as singular, think of it as plural. When it comes to business or branding, it’s important for marketers not to lump all the varied Social Media platforms together. A brand doesn’t have to be a hit on all Social Media platforms especially if it doesn’t make sense for the brand. Instead, a brand needs to define it’s objectives and simply be a hit on the Social Media platforms or platform that will assist it in achieving it’s objective.
I would be remiss if I didn’t mention that blogs are a significant part of the Social Media space. As such, my business objective is to drive people to the 3H hoopla blog and have them register, comment and subscribe. I hope you’ll do all three, but I would be happy with just two!
by Miriam Hara | Nov 11, 2014 | Agency, Communications, Interactive, Latest
The holiday season is fast approaching and with it comes the decade old question, at least the biggest question around our boardroom table: Should business’ send out traditional paper or digital holiday cards? Believe it or not, it has been a decade (at least!) since digital greeting cards first made their debut.
Over the last three years, at approximately the same time every year, I have written a post about digital holiday cards. It’s a hot topic for me. There is much debate in our office about which direction to take. After all, we are a full service agency with high involvement in both the traditional and digital space.
Digital holiday cards aren’t really new, so does that take the heat off of businesses having to go that route? There was a time when it was perceived that businesses sending traditional paper cards through snail mail was not keeping in step with the changing times. But now, is that still the case? Like everything that goes up, it must come down. And everything new, becomes normal – if not old. Digital used to be called new media and now it’s not new. It’s just another media channel.
So does that open things up for businesses to embrace the traditional holiday greeting card? Will the old paper card have a come back in 2014? Can businesses go retro this holiday season? At 3H Communications, we have always sent out paper holiday cards. We design our own and it’s a project of love. Over the last decade, our cards have been one of the only ones at the table, or more accurately, on our clients’ desks. We have enjoyed this space and the exposure and hope that we will continue to enjoy such vast, open spaces!
That doesn’t mean, for one minute that we don’t embrace the digital – far from it. We have always had a digital component to our paper greeting cards. We ask our clients to go online with a QR code (when they were launched) or a web address prompting engagement to participate in a contest or charity fund raising initiative. This year will be no different.
By combining traditional with digital, we have demonstrated through the years that we are strategic thinkers. We embrace the new yet understand when and when not to use it. We also know what will resonate with our clients. This has shown our clients that we are indeed in step with trends and slightly ahead of the curve. Being a leader means knowing when not to jump on the band wagon when everyone else has. And, knowing to take advantage of the quiet space they’ve left behind.
Over the last three years, email communications have reached an all time high in quantity. I believe the last thing a client wants is to receive another email, even if it’s jam-packed with well wishes. I’m sorry to say that I don’t usually open digital holiday cards sent to me – I am too swamped with other emails. But I do open my paper mail during the holiday season. I love traditional holiday greeting cards and during the month of December, I take the time to open them. There are so few of them now, so each one gets my undivided attention.
So this holiday season are you going traditional or digital? Let me know!
