CMAC Visits With Santa Claus

So last night, we had the privilege of attending the Camarillo Chamber of Commerce annual holiday open house, always a fun and entertaining event with tons of great colleagues, good cheer, and gourmet food and beverage.

And while there, my friend Pat Krull of Broadview Mortgage and I got the chance to pull Santa Claus off to the side, and tell him what we really want for Christmas! Check it out...

Who Is It?: Who's Using Geosocial And Location-Based Services?

Here at CMAC, we love geosocial and location-based services, such as Facebook Places, Gowalla, and Foursquare, because they're fun, and, more importantly, they provide creative depth, additional interesting dimensions, and serious promotional firepower to companies' social media marketing efforts. In addition to their use by major high-profile consumer brands (and even the White House!), local retailers across the country are effectively utilizing Facebook Places and Foursquare to drive significant in-store traffic, coupon redemption, and sell-through of specific products and services. (Here's a tip:  the next time you're at Chili's, check in to the restaurant on Foursquare, and score yourself some FREE chips and salsa for doing so!)

But who...exactly...is using these services? Unlike extensive demographic research for other social media channels, there's been little data on location-based service (LBS) users. Well, at least up until now...

According to a recent study by Column Five Media and Flowtown, men outnumber women, although just barely (59% to 57%, respectively), as the percentage of all smartphone owners using these technologies. The majority of LBS users are between the ages of 18 and 29; possess a minimum household income of $75,000; and are college graduates.

For a full rundown on all the findings of the study, check out the infographic below, or click here for a larger view.

As more user research in this area is conducted, we will post updates, especially since demographic continuously shift over time.

Source Of Irritation: 12 Annoying Social Media Practices

Editor's Note: The following is a guest Marketing Mulligans post written by Robert M. Caruso, the founder and CEO of Bundle Post, and a long-time technology, sales and marketing executive. A good friend of CMAC, Caruso is also a father of two, a passionate advocate of technology and social media for business, and an insightful professional whose well-written and savvy perspectives are right on the money. A version of this story first appeared on Caruso's blog 12 Most, and later in this piece on Ragan.com. You can follow Caruso on Twitter at @fondalo.
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As a social media professional, I have seen a lot of annoying things.

Most of the time I believe people do them because they don’t know better or have seen others do it, rather than out of a desire to be annoying or ineffective with their social media marketing. Sometimes you just don’t know what you don’t know.

I tend to be more patient than others and thought a list of some of these annoying practices would be helpful. The intent is not to tell you what you can or cannot do within social media (that’s up to you), but rather to highlight some things you should consider changing to be more effective.

They are listed in no particular order of annoyance.

1. TruTwit Validation

This is one that seems to annoy a lot of people, including me. Social media marketing is about relationships. Just as in real life, most relationships don’t work out too well when one person begins by distrusting or assuming the other is fake. What’s worse is a business starting out almost accusing a prospective customer. Drop TruTwit, and review bios and news feeds on Twitter to start relationships in the social graph on a good note.

2. Random Facebook Event Invites

Do I know you? Do you know me? Since I am a single dad in Oregon and, well, a bit older, why would you invite me to your rave party in New York City next week?

The Facebook event application can be powerful and effective when used properly. Mass-inviting non-targeted prospects that you have built no relationship with to your event is more than annoying. This kind of direct marketing in a social environment usually kills brand and, worse, gets you un-friended.

3. Random Share Requests

Before you start asking a Facebook friend or Twitter follower to share a post for you, be sure you have developed a relationship. Would you ask someone you met in line at Starbucks to email all of their friends your new blog post or website when you just met them? Would you call people you met once and never talked to again, asking them to put a sign for your business in their company lobby?

Of course not. You must first build a relationship, get to know them and provide value to them first. So, don’t do it in social media, either.

4. TeamFollowBack

Truth be told, this one gets me shaking my head more than others.

Why would anyone doing social media marketing want followers to follow them just because? We would never send a direct-mail campaign to a list of non-targeted people for our product or service. We would not hang out with someone we have nothing in common with. Followers and fans should be made up of a highly targeted community that you can provide value to and are most likely your prospective customers. Quantity and quality are equally important.

5. Endless RTing

This is a companion to No. 4: endless, meaningless retweets. To constantly retweet a list of Twitter names over and over between each other and never engage, converse, or provide value to anyone is kind of like talking to yourself in the middle of the desert. Nobody is listening and, more important, nobody cares.

I don’t know about you, but my time is worth way too much to waste it doing anything that does not produce value for others, new relationships, or return on investment. Spend your social media marketing time wisely.

6. Ignoring Shares/RTs

This never ceases to amaze me. If someone shares a post of yours or RTs something you posted on Twitter, for Pete’s sake, thank them. Start a conversation about the article. Build a relationship. When they shared your post to all of their friends, fans, or followers, they are saying to you, “What you posted was valuable and relevant.” Ignoring their gracious proliferation of you and/or your brand is like ignoring someone at a networking event that hands your business card to someone right in front of you.

7. Too Late

Social media is digital. It happens at lightning speed. Don’t take days to respond to a comment or conversation attempt by a fan or follower. Make a commitment to your social media marketing and respond quickly.

I can’t have a relationship with you or your brand when you respond days after I ask you a question. Use your smartphone and social media management applications to ensure you stay on top of conversations.

8. Fauxperts

Mind your bio information. Calling yourself a “Guru” or “Expert” is a huge turnoff to most. Let others define you as such, and stay clear of making yourself look like a fool. True experts do not become so because they give themselves the title. They become known as an expert because their experience, skill, and knowledge in a specific space are noted by other respected people.

9. Know It All

I have found that a large number of social media marketers, consultants, and firms seem to think it is their job to tell others what to do. I have seen them attack people because they used an automated direct message, posted something about their own company, or any number of other normal newbie things people do.

Aside from outright spam, no "rule" within the social media world is hard and fast. People are free to use the medium the way they see fit. You can unfollow or unfriend people at any time. It is not your job or right to hammer people for any reason. Lead, follow, or get out of other people's way.

10. Over-Pitching

A typical challenge that newcomers and direct marketers have with social media marketing is understanding that it has less to do with you and your brand and more to do with the individuals that join your community.

Providing selfless value to your community instead of direct and constant marketing pitches about what you do will go a long way to building better relationships.

Ever been to coffee with someone talked about him- or herself the entire time? I think you are getting the point.

11. Daily "Papers"

Annoying might be a bit strong when describing the Twitter daily newspaper posts. You know, the repeated posts saying one of your follower’s dailies is out and which other followers are featured in it. Don’t get me wrong, many of us appreciate the additional exposure our Twitter accounts and content receives due to these posts, but where is the conversation?

Automatically aggregating other people’s content to some Web page and automatically posting that you automatically did that doesn’t lead to conversation or relationships. Few of the posts that mention me this way lead to valuable conversations with those that use these services.

If you use them, take the extra step to start a meaningful conversation with the folks from whom you are automatically aggregating content. This should lead to relationships that result in mutual benefit.

12. Automated DMs

One of the things that seem to set people off in Nos. 8 and 9 are automated direct messages (DMs) on Twitter. They say DMs are not authentic and hammer anyone who uses them. I choose to find opportunity to engage and develop a relationship when they arrive.

The only caveat to my mostly agnostic view of the practice is when it pitches products and services. Especially when we just followed each other or have not had a conversation yet.

I suggest that if you are going to send an automated message to new followers, simply thank them and use it to start some kind of dialogue inside of your feed, rather than through direct message. Again, this builds valuable relationships that lead to ROI.

Any annoying behaviors you’d care to share?

© Copyright 2011 Ragan Communications, Inc. | Bundle Post, Inc. All Rights Reserved.

ABC...Simple As 1-2-3: An A To Z Guide To Business Blogging

Editor's Note: The following is a guest Marketing Mulligans post written by Susan Young, president of Get in Front Communications, Inc., a social media, PR, and communications agency which advises a broad range of businesses. This piece, which initially appeared on the agency's blog and later ran in a post on Ragan's PR Daily, outlines 26 different ways, one for each letter of the alphabet, to enhance your business's blog and to get the most out of this important communications  initiative. A published author and widely-quoted expert on communications issues and trends, Young can be followed on Twitter @sueyoungmedia.

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Are you ready to launch a blog or ramp up your existing one? Here are 26 tips to help you on your blogging journey:

Add pictures, visuals, and images to your posts to communicate with readers on different levels.

Be the solution. Help people solve their problems. Solve, don’t sell.

Consider all multimedia platforms such as video blogs, podcasts, and audio clips.

Define who you are, who your audience is, and what benefits blogging may bring you. The bottom line: Why are you blogging?

Eavesdrop on conversations to help you develop new content.

Forget the word count. Be clear and make your point. That’s it.

Grab people’s attention from the get-go with compelling and punchy headlines.

Highlight text, subheads, key phrases, and lists to emphasize important points and make your posts more reader-friendly.

Interact with your readers by asking them questions in your posts and responding to comments.

Jump into the fray. Don’t be afraid to take a stand on an issue or controversy in your niche or field. Boldness counts.

Kill the negative self-talk and judgment. You don’t have to be a professional writer to be a great blogger.

Listen to the conversations in chats and groups to determine what people are “stuck” on. There’s your content.

Move people emotionally through your words, language, metaphors, real-life experiences, and humanity.

Notice what other bloggers are doing. Get ideas on layout, colors, design, content, and self-promotion.

Open your eyes, heart, and mind. We’re in uncharted waters.

Position yourself as a credible resource in your field. Become the “go-to” guy (or gal)

Quit taking it personally (Q-TIP) if no one comments on your blog. Comments do not equal readers.

Remember we are in a real-time world. Post often so your blog doesn’t become static and stale.

Simplify your words. Blogging is not business writing, even though you’re probably writing about business. Be conversational. Consider yourself a creative artist.

Try using patience. You may get frustrated or overwhelmed with the pressures that come along with a blog. This isn’t a short-term commitment with fast results.

Understand the analytics, metrics, search engine optimization, keywords, and other important tools to help you determine content, audience, readership, and more.

Vary your posts but not your expertise. Stick with what you know without painting yourself into a corner.

Write when you have something to say. Your readers will appreciate it.

X-ray your life. Take a close look into the body and soul of your professional career and personal experiences. Shine a light on them to diagnose your “lessons learned.” The result: Content. Lots of it.

Yearn for more. Your curiosity and willingness to learn about new trends in your industry, technology, and life in general will serve you well in your blogging endeavors.

Zero in on your readers. Write as if you’re speaking directly to them. A blog is merely the medium (vehicle) to reach mass amounts of people. Make each one feel special and connected to you.

Now you know you’re A-B-Cs.

© Copyright 2011 Ragan Communications, Inc. | Get In Front Communications, Inc. All Rights Reserved.

Seven Ways To Fix A Social Media Mistake

Editor's Note: The following is a guest Marketing Mulligans post written by Dan Himmon, the principal at Hive Strategies, an Oregon-based social media consulting firm which works exclusively with hospitals and healthcare systems to engage patients on different levels. This piece originally appeared on the Hive Strategies blog, and later reprinted on Ragan.com. In today's day and age, social media mistakes are exceedingly common, both among small and mid-sized businesses and major, high-profile brands. So when a critical error in judgment or execution arises, what are the best ways to fix it, swiftly and efficiently? Himmon, who can be followed on Twitter at @hivedan, offers some excellent suggestion for mitigating social media gaffes of all varieties.

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In the fast-paced world of social media, it's bound to happen. You send a personal tweet from your company's Twitter account instead of your own. Or you post something on Facebook that you later realize was short-sighted or easy to misinterpret. Or there's always that unfortunate typo.

How do you fix a social media mistake?

Obviously, the best solution is not to make a mistake in the first place. But the fact is that, in spite of our best efforts, mistakes are going to happen. By planning ahead for the inevitable, you'll be able to act responsibly and move ahead.

A recent Mashable article by Zachary Sideman gives some excellent pointers. I've adapted some of his ideas and added a few of my own to provide some solid tips when you're faced with a social media mistake.

1. Respond As Quickly As Possible

In social media, particularly on Twitter, an hour or two is an eternity. Even if you're able to remove the content from your own Facebook page, it's still out there. If you realize you've made a mistake, respond as soon as possible.

2. Monitor The Response

By following your Twitter feed or Facebook posts, you'll see if people are reacting negatively and how seriously they are reacting. Take a few minutes to see how people are responding before framing your response.

3. Be Honest

Clearly, Anthony Weiner's claim that his Twitter account had been hacked was a sham, and it didn't take long for everyone to figure that out. Be honest. "I made a mistake when…" People always appreciate the truth and, as a bonus, it builds trust.

4. Apologize Appropriately

Some mistakes are much more serious than others, and as a result, some mistakes require a much more serious response than others. The problem is, when the mistake is ours, it always feels terrible. Take a moment to bounce the mistake off someone you trust for perspective, and then frame your apology with the right level of seriousness.

5. Repair The Mistake

If your mistake impacts someone else, take the right steps to repair the error, and then let your followers and fans know what you've done.

6. Move On

Once you've acknowledged the error, apologized, and repaired any damage, it's time to let it go and move ahead. In 99.9 percent of the cases, people will accept this and forget about it. It doesn't do any good to beat yourself up.

7. A Bonus Tip

A Twitter mistake is most likely to happen when you combine your personal and professional Twitter accounts on the same application. Consider separating them. For instance, you might want to manage your personal Twitter account on Hootsuite and your professional (hospital) account on TweetDeck. That way you're forced to navigate from one application to the other when you change feeds. It's an extra step, but one that could save you a lot of embarrassment.

The lesson in a nutshell:  Mistakes will happen. Fix them quickly and get over them.

© Copyright 2011 Ragan Communications, Inc. | Hive Strategies, Inc. All Rights Reserved.

Six Tips For Getting Your Product In A Movie Or On A TV Series

Editor's Note: The following is a guest Marketing Mulligans post written by Katie Morell, a Chicago-based writer and editor who frequently contributes to OPEN Forum, where this piece originally appeared. Ever wondered how different products and services ACTUALLY end up in theatrical films, and on cable and network television series? It's a difficult process called product placement, and it's big business. However, if you're a small business owner, you can still engage in this marketing practice, but you'll need to follow these tips.

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During a recent trip to New York City, I dragged my husband across town for one reason: to visit Magnolia Bakery. Why, you ask? Well, as a Sex and the City fan, my mouth had watered years ago watching Carrie and Miranda chow down on Magnolia’s cupcakes, and ever since, I vowed to try one myself.

So on a warm night in late May, we stood in line, chatted up a few tourists visiting with the same inspiration, bought our cupcakes, and feasted. I was in heaven. After all, I was eating the same pastry as the stars of my favorite show.

Think about this for a minute; In today’s rushed society, very few of us have time to watch commercials in their entirety—instead reaching for the fast forward button on our DVR — so advertisers have to get creative, and product placement is a great way to score face time with customers in a credible way.

How much did the Sex and City placement help Magnolia Bakery?

“Had that placement not happened, we would still just be a little bakery in the West Village; because that show was so iconic, we became a cultural icon ourselves,” says Steve Abrams, owner.

Since the appearance, which aired more than 10 years ago, shows such as Jimmy Fallon, Weeds and Saturday Night Live have also featured the bakery. According to Abrams, every spot developed organically.

“They all came to us — it really is a fluke, but now we are a part of culture in New York City and the world,” he says, adding that the bakery has locations in Los Angeles and Dubai, and is currently setting up a worldwide franchising model.

Understanding The Business

Small business owners can land great spots by developing their own strategic marketing plan (see tips below), or by hiring a product placement company to lobby studios on their behalf. Most companies that do this are located in Los Angeles — a few include C3B Hollywood, Hollywood Branded, and The Marketing Arm.

These companies are popular with big brands—such as FedEx, when the company landed a starring role in Castaway, Pepsi in Back to the Future, or Reese’s Pieces in E.T. Brands pay large sums of money to product placement companies and studios for such prime slots and there is a lot of competition.

Luckily for small business owners, little brands have an easier time slipping into on-air placements (and doing it for free), says Jennifer Berson, president of Jeneration PR, a Sherman Oaks, California-based public relations firm focused on fashion, beauty and lifestyle.

“Small products are less likely to compete with paid advertisers—for example, a show that has Pepsi as an advertiser will not place a bottle of Coke in a scene,” she says. Here are a few things to keep in mind when creating a product placement campaign:

1. Focus On Your Iconic Offering

Berson suggests looking at your inventory and zeroing in on a product that is uniquely yours (Magnolia’s cupcakes, for example). “Make sure it is something that sets you apart — your most popular thing,” she says.

2. Focus On Geography

This is a two-parter. First, if your product fits into the exact location of a TV or movie, you may have a chance of a placement. Second, if something is being taped in your area, offer your brick-and-mortar location as a possible taping site.

“Try to make the location consultant’s job easier by offering your location to shoot for free—it will help their budget and adds tremendous exposure and value to your store,” Berson says.

3. Contact The Right People

Finding the TV/movie product decision makers is easier than you may think. First, Berson recommends logging on to The Internet Movie Database, signing up for the Pro membership and searching for in-production movies and television shows that fit your product category or geographic location.

Identify the production company in charge and pick up the phone. If you have a hair care brand, for example, call the hair department.

“Tell them you are a huge fan of the show, you have a great hair solution that could be a good fit for the cast, and would love to send them your range of products for free; before you know it, you could be the hair brand of choice for Desperate Housewives,” she says.

Alternatively, call and ask for the prop master or wardrobe department, says Berson. Just offer your product for free and “they will happily take it; just make sure to offer two pieces for cases in which they have to re-film scenes,” she adds.

4. Promote Aggressively

After your product airs, promote the heck out of the placement. Using the hair-care example, secure a quote from the stylist of the show and use it in your sales and marketing materials, Berson suggests.

She also recommends sending out press releases to local press, posting photos on your website and alerting in-store customers to the placement.

5. Watch Your Capacity

Imagine this scenario: Rachael Ray promotes your product on her show and within 12 hours, you have 500,000 orders—about 450,000 more than you’ve ever had. If you have a plan on how to handle those orders, great. If you don’t, you have a big problem.

“If you get on something big, people will be looking for you and you need to know how to handle it,” Berson says.

6. Don’t Be Scared

Hollywood types aren’t as scary as they seem. You never know—a phone call could land your product in Leonardo DiCaprio’s next Oscar-nominated movie.

“Don’t be afraid; if you had enough gumption to start your own business, you have what it takes to pitch these people," Berson says. "Just remember that you are making their job easier and if they hang up on you, just try someone else.”

© Copyright 2011 American Express Company. All Rights Reserved.

23 Things Great Brands Do With Social Media

Editor's Note: The following is a guest Marketing Mulligans post written by Lisa Barone, co-founder and chief branding officer at Outspoken Media, Inc., an Internet marketing company that specializes in providing clients with online reputation management, social media, and other digital media services. This piece first appeared in Small Business Trends. Each and every social media campaign is different (obviously), but there are certain commonalities among high-profile brands that contribute to their success with programs of this nature. This piece explores those dynamics in detail, and outlines some best practices for you how you can adopt some of these elements for your company's social media marketing program. You can follow Ms. Barone on Twitter at @lisabarone.
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No one wants to invest time in something only to be mediocre at it. We want to be great. But before you can be great you have to understand what being great looks like. What are you trying to achieve and what are you aiming for? What do people who are great at X look like? Because before you can be better than them, you at least have to be equal. And that takes some understanding on your part.

Do you want to be great at social media? Well, below are 23 things that great businesses do in social media. Maybe you can help me and add to my list in the comments.

Ready?

Great social media brands…

1. Bring sexy back to word of mouth marketing.
2. Dedicate time to answering questions from customers, potential customers and people first learning about the brand.
3. Constantly poll their community for opinions, feedback, and criticism.
4. Make it a habit to highlight other brands that are doing cool things, even if they’re doing it outside of their particular industry.
5. Start conversations that others are scared to have.
6. Give their employees a unique voice and the permission to connect to others.
7. Regularly save the day.
8. Push back the curtain to give their audience a better understanding of how things work, why they work that way, and what the company believes.
9. Bleed company culture.
10. Use tools to monitor their social media activity and makes adjustments when things aren’t working.
11. Don’t take social media too seriously, but are too smart to view it as a joke.
12. Understand the importance donuts and share them regularly.
13. Don’t forget to tie offline events into what they’re doing online so there’s cohesion between strategies.
14. Track their brand name in social media and knows when to respond, how to respond and how to engage brand advocates.
15. Give us “the why” to go along with their social media calls to action.
16. Plan for social media as to not leave channels voiceless for long periods of time just because they’re busy.
17. Never, ever automate human interaction.
18. Understand social media doesn’t belong to just the marketing department, but the company as a whole.
19. Enter the waters with a social media plan to help guide their interaction and make sure they’re getting something for their investment.
20. Use their social media plan to avoid falling victim to Shiny Object Syndrome.
21. Understand that social media is the medium, not the message.
22. Pass on insights gleaned from social media throughout the entire organization so that the right people are hearing the right conversations.
23. Have clear social media guidelines so that employees know how to engage on behalf of the brand and connect with customers.

What else? What makes a brand stand for you you?

© Copyright 2003-2011, Small Business Trends, LLC. All Rights Reserved.

How To Make Yourself Accessible To Journalists

Editor's Note:  The following is a guest Marketing Mulligans post by Mickie Kennedy, founder and president of eReleases, a cost-effective electronic press release distribution service, and a widely-regarded and well-respected PR professional who maintains the company's popular PR Fuel blog. In the PR field, we talk a great deal about proven media relations tactics that work, and in particular, the best ways to connect with reporters who are likely to write about your company and its offerings. But what about the other way around? Instead of chasing journalists down, what does it take to make yourself fully accessible to these influencers when they're approaching you for stories? Read on to find out...

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News reporters deal with PR pros all day long, every day. Whether they’re hounding them for information, demanding they put their fabulous and epic press release in the latest edition of the newspaper, or just sending the 500th follow up email wondering why the reporter hasn’t responded yet. If you’re one of the many bothering a reporter every day, the likelihood of he or she answering you is very slim. However, if you get on their good side, they may in fact be calling YOU.

1. Research
Do you know who you’re calling? Not just their name or position; who are they? What have they written about in the past? Have they done any opinion columns? What were they about? Were they perhaps passionate against the very business you’re in?

Take the publication itself into consideration as well. How long have they been in business? Have they covered your story idea before? If so, is it possible to approach it from a new angle? Who is the editor in chief? How long was he or she a reporter before making it that far up the ranks? Are they who you should call instead?


2. Conversation
Before you ever send your first press release, strike up a conversation with the reporters in your area. Call or email (preferred) them and ask what news stories they’re looking for. Do NOT pitch them anything at this time unless they specifically ask. Hopefully, they’ll have a solid idea on stories that are hot at the moment, so you can be sure to submit anything that fits in that model.

This includes information that’s not related to your company! You really want to make yourself valuable to a reporter, make sure you scratch their backs a little. Reporters are often stressed out individuals, so when somebody comes along and helps them cut back to only half a pack that particular day, they will remember it.


3. Return Phone Calls
Eventually, when a good conversation and relationship is established, your reporter contacts may in fact start blowing up your phone instead of vice versa. Remember your manners and make sure to follow up with them, no matter if you have information or not!

Keep in mind the crazy deadlines your new friends are working around. When waiting an hour makes the difference between a story making the paper and total disaster, waiting a day to call them back is just ridiculous. After a few times of them attempting to reach you for a story or source quote and you taking your sweet time responding, the phone calls will stop, and soon you’ll find yourself among the unread masses again, wondering what happened.


4. Be Polite
One last thing – remember those aforementioned deadlines when and if you decide to ever do a follow up call or email. Even though you and the reporter now have great repartee when you talk on the phone doesn’t mean they want you ringing them up every time you get home from work.

A little common courtesy will go a long way; instead of immediately jumping into a conversation when they answer, simply ask, “Is this a good time?” More than likely they’ll be happy to hear from you anyway, but in case they’re currently chasing after the mayor for an interview, it gives them an easy way to tell you they’ll call you back without a lot of stammering.

Copyright © 1998-2011 eReleases® (MEK Enterprises LLC) All Rights Reserved.

How To Develop Successful QR Code Marketing Campaigns

Editor's Note:  The following is a guest Marketing Mulligans post by Laura Marriott, chief executive officer (CEO) and acting board chairperson of NeoMedia Technologies, a global leader in mobile barcode scanning solutions. This piece originally appeared in Mashable. Named one of the industry’s Mobile Women to Watch 2010 by Mobile Marketer, a Top-50 U.S. Executive by Mobile Entertainment, and a Top 10 Women in Wireless by FierceMarkets, Marriott is highly regarded for her global voice and expertise in mobile marketing. In this contributed article, she describes how quick response (QR) codes can best be utilize for a dedicated marketing campaign, either on a standalone basis, or as part of a broader mobile marketing effort.

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Mobile barcodes are turning up everywhere – buses, magazines, television, bar coasters. According to recent research from comScore, 14 million U.S. mobile phone users scanned QR or barcodes in June alone, mostly via newspapers, magazines and product packaging, both at home and in-store. My company’s own data reveals that barcodes that offer access to a discount or coupon or that allow the consumer to learn more about a product or service are the most popular.

Given that mobile barcodes are finally cracking the mainstream, they have enormous potential to present brands with brilliant results. Here are five mobile barcode best practices to help ensure a successful campaign.

1. Be Everywhere

Mobile barcodes should be incorporated into all digital and traditional media so the consumer has 360-degree exposure to the mobile marketing campaign. This will also ensure that consumer experience, dialogue and interactivity are at the heart of the campaign and not simply an afterthought.

2. Drive Value and Make it Easy

Giveaways, discounts, free tickets and exclusive access will compel consumers to interact with and scan your code. If your code simply offers the customer a chance to view a TV advertisement or link to a website, it’s best to try again. Scanning a barcode should provide the consumer with a brand experience that is exclusive, dynamic and interactive.

Take into account where a mobile barcode is located on the ad. Consumers must be able to find it easily and scan it quickly. For outdoor ads, place the code at eye or arm-level. In a print ad, the barcode should not fall over a fold as this will hamper scanning. Be sure to leave some white space around the mobile barcode, and use a minimum of 1 x 1-inch print specification. For TV or cinema, the code should to remain onscreen long enough for the viewer to launch the scanning application and scan the code.

3. Keep it Simple

Branded or custom QR codes are certainly getting some buzz, but it’s also important to create a code everyone can recognize. Producing your code in simple black and white checkered format will increase the number of phones and code readers that can scan it. Also, ensure you use global, open standards (i.e. Datamatrix) to maximize universal customer reach and impact.

4. Build Customer Affinity

Remember that the consumer who has just scanned your code is on the move. She will be viewing the brand content on a mobile screen and, therefore, expects instant results. Make sure the barcode links through to a mobile-enabled site rather a PC-designed site. Remember that “dead links” (codes that go nowhere or deliver the wrong information) are the equivalent of a slammed door — the consumer will not try again.

Matthias Galica, the CEO of ShareSquare, provides tips for marketers and brands using QR codes, and specifically emphasizes testing a barcode for functionality across a variety of devices and scanner applications before launching. It’s important, especially because the consumers that scan codes are likely tech-savvy and vocal — the kind of consumers you want on your side.

5. Account for Objectives and Analytics

Boost sales, increase customer engagement, build brand loyalty, educate your audience. Whatever the campaign objective, be sure to define its goals before integrating a mobile barcode. Consider monitoring the campaign via a barcode management platform. Your business will be able to leverage the provider’s expertise, better assess your campaign effectiveness and evaluate its real-time success through analytics. 

Following these practices will help analyze mobile ad spending and increase the success and return on investment (ROI) of your future barcode campaigns.


© 2005-2011 Mashable, Inc. All Rights Reserved.

Yet Another Example Why Proofreading Is Of Critical Importance: Part III

In a humorous, but astonishing, case of pure coincidence, two high-profile retailers, Old Navy and JCPenney, both committed major faux pas this week with misguided T-shirt offerings...and just in time for back-to-school shopping, the volume of spending for which is predicted to be down this year.

Exhibit A:  Old Navy. As reported in this piece on Ragan.com, the Gap-owned retailer printed sports T-shirts with "Lets go" across the front. Obviously, the phrase is missing an apostrophe, and it should have read, "Let's go," as a contraction for "Let us go." No big deal, right?

Well, in most cases, probably not, except that Old Navy distributed thousands of shirts to college campuses across the country, with each shirt customized according to the colors, logos, and mascots of the individual college. For example, this short to the left is sold at the University of Michigan.

So what message does this send to the students? That correct grammar and punctuation are unimportant? Old Navy earns a fail on this one, particularly since the product had to be approved (and presumably, proofread as well) by multiple layers of management before shipping and hitting store shelves.

Exhibit B:  JCPenney. Our friends at Adweek caught wind yesterday of a social media firestorm created by the retailer when it decided to sell, and then later pull from its shelves, a $9.99 long-sleeved T-shirt that reads, "I'm too pretty to do homework so my brother has to do it for me." The promotional copy accompanying the item on the website only made things worse:  "Who has time for homework when there's a new Justin Bieber album out? She'll love this tee that's just as cute and sassy as she is."

The messages? That girls being intelligent just isn't cool; looks are the most important quality one can possess; and never the twain shall meet. Even though the shirt was intended to be fun and playful, teenagers these days, especially young ladies, are bombarded with inappropriate messages from multiple sources...and that just doesn't cut it with parents and educators.

Now, to be fair, JCPenney immediately responded to an online petition from Change.org requesting the immediate removal of the shirt by pulling the offering from its inventory. The company also individually responded to many negative comments on its Facebook page, although the responses were simply cut and pasted from one person to the next. Finally, JCPenney issued the following statement:

J.C. Penney is committed to being America’s destination for great style and great value for the whole family. We agree that the “Too pretty” t-shirt does not deliver an appropriate message, and we have immediately discontinued its sale. Our merchandise is intended to appeal to a broad customer base, not to offend them. We would like to apologize to our customers and are taking action to ensure that we continue to uphold the integrity of our merchandise that they have come to expect.

While we applaud JCPenney, from a crisis communications perspective, for its quick action to diffuse the controversy, let's face it:  the company shouldn't have been in this position to begin with.

P.S. Check out this story late yesterday from PRNewser on the "stupid shirt" debacle caused by JCPenney.

Game Changer: How Social Media Is Altering The Advertising Landscape

It goes without saying that marketers today have a ton of advertising options available to them, and far more than ever before in history:  print (newspapers, magazines, newsletters, etc.); radio (terrestrial and satellite, TV (cable, network, and online); online (websites, blogs, search engines, and e-mail); product placement (TV, films, and video games); and outdoor (billboards, transportation centers, and a myriad of out-of-home options).

And for those brands fortunate enough to have the dollars to spend on multi-faceted advertising campaigns, this never-ending list of choices makes it difficult to allocate dollars to any one medium with predictable results. In the end, most advertisers throw money at a combination (or all) of these channels  to generate the widest possible coverage with their primary target audience. It's not a bad strategy, although it can be extraordinarily expensive. In addition, it's one which has been followed for years, dating back to the "Mad Men" era of mass marketing, and long before the advent of online, satellite radio, and some of the newer, more technology-centric alternatives.

So where does social media fit into the advertising picture? Certainly, it presents yet another confounding series of choices to make when developing an ad campaign:  promoted tweets? Display ads on Facebook, LinkedIn, and Myspace? A compelling viral video posted on YouTube, and then doubles as an online video ad? Some or all of these? In the end, social media has dramatically altered the landscape of advertising, but the key question remains:  for better or for worse?

MDG Advertising, an award-winning agency headquartered in Boca Raton, Florida, has attempted to get to the bottom of this by mapping out the many changes in advertising between its two primary timeframes:  the mass marketing era, and the new media era (read: now).

The findings are compelling. First, in the mass marketing period, the primary objective of an ad was to deliver a message to a targeted consumer in a one-way communication. However, in the new media age, the brand has to engage the customer in a conversation, and that requires two-way communication:  message disseminated to the consumer, and then listening to and responding to that consumer's feedback. Second, there is tremendous demand for and interest in online video ads, and that interest carries over to the mobile sector.

Check out MDG Advertising's infographic below to review all of the agency's findings on how social media platforms continue to alter the landscape of advertising. Click here to view a larger version of this image:

The Three Immutable Laws Of Crisis Communications

Editor's Note:  The following is a guest Marketing Mulligans post by Dan Harvey, a former BBC and ITN journalist, and now director of marketing and client relations at HarveyLeach Media Training, a U.K.-based media training firm which prepares executives for conducting speaking engagements and handling print, online, and broadcast interviews. Crisis communications is one of the most challenging public relations disciplines for many reasons, and certain crises, such as the BP oil spill, can be overwhelming and beyond difficult to manage. However, regardless of the situation, there are certain dynamics which NEVER change, and should be readily adopted by all companies working through such scenarios in order to safeguard their respective brands and reputations. This is excellent advice for any firm, no matter the size, in preparing for a crisis. Harvey explains below.

__________________________________________________

Although social media may have added a whole new dimension to the discipline of media relations, it's interesting to note that many of the key principles haven't really changed at all. This is particularly true in the field of crisis communications.

Three of the most important rules of crisis communications for traditional press and broadcast media are just as relevant to social media. They are:

1. Be Quick

It has always been vital to respond to a crisis proactively rather than reactively. This means getting your message out there either before the story breaks or as soon as possible afterward.

When there were just daily newspapers and scheduled news programs, your deadlines were clearly defined, but with the advent of rolling news and citizen journalism, the faster you can be, the better. It may be tempting to delay things by saying "no comment" or just staying silent, but this makes it much easier for the media and public to assume the worst.

It can also be tempting to spend valuable time refining your message, running it through committees and approval processes. Don't. The most important thing is that you put your head above the parapet and give a reasonable response.

2. Be Helpful

It is vital to keep the media and public on your side. Ideally, this process will have started before any crisis occurs, through fostering relationships with journalists, bloggers and, of course, your customers.

Once the crisis has occurred, you keep them on your side by being helpful and giving them the information for which they ask. Let them know what you are doing to fix the situation and how long it will take.

Issuing regular statements and calling press conferences have traditionally been the way to do this. Now, social media platforms such as Twitter and YouTube enable you to be proactive in getting this information out to the widest possible audience.

3. Be Open

Don't try to put a positive spin on a crisis situation or deny responsibility when your organization is clearly at fault. Even the slightest hint that you might be hiding the truth will greatly damage your credibility.

The public has always been expert at spotting dishonesty. The difference now with social media is that your dishonesty will be discussed in great detail by thousands of people.

In addition, don't be afraid to let your emotions show. If you are genuinely upset by a crisis, let people see that. It is always a good thing to show that you are human, too.

© 2011 Ragan Communications, Inc.

Dilbert Pokes Fun At PR Firms, Ethical Standards

The world of public relations firms, where I spent the majority of my career, is a very interesting place, and one that is not for the faint of heart. I'll save some war stories for another day, but it's a realm where ethical lines are often crossed, intentionally or unintentionally. Therefore, ethical behavior remains a major focus of the profession even today, and the largest association, PRSA, is aggressively pushing the adoption of its comprehensive ethics charter...and for good reason.

I wouldn't normally make light of ethical issues in the profession I love, but I saw this "Dilbert" strip the other day and had to share...just for fun, and because I thought it was humorous. The fact the subject matter is borrowed from a recent scandal involving a large global PR agency and a major technology brand only makes it more titillating. "Dilbert" creator Scott Adams always has a unique take on certain issues, and PR is certainly no different.

You can also view this directly on the "Dilbert" site here.

The Power Of Word Of Mouth: A Viable Online Marketing Strategy

Much has been discussed and written about the effectiveness of word-of-mouth marketing (or buzz marketing, as it used to be known, and a term which is still occasionally used today) and how these principles now extend to the social media realm and best practices in viral marketing. 

As my friend Emanuel Rosen initially outlined in his seminal work, The Anatomy of Buzz, word-of-mouth marketing successfully leverages the power and credibility of influencers, and recruits these prominent individuals and companies to become brand ambassadors for your business and its offerings. If you're not familiar with Rosen, who is referred to as "The Godfather of Social Networks," I highly encourage you to read his book, which is now in its third edition and has sold over 100,000 copies worldwide in 12 languages. It's well worth the time to read, and much of the material in his new version (The Anatomy of Buzz Revisited) specifically deals with social media and viral marketing strategies. Also make sure to follow Rosen on Twitter (@EmanuelRosen) or the latest on buzz marketing techniques.

In the social media domain, influencers carry far more weight, and exhibit much more reach, simply by retweeting specific content, additional sharing and postings on other networks, and having their followers hanging on their every word. But the key is to connect with them in the first place. If you're successful in that regard, you can forge a direct connection to your customer base through the influencer conduit. While Facebook has it share, Twitter is full of influencers, and this impact is more noticable on Twitter...perhaps more than any other network...because of its open nature. Therefore, by tweeting promotions and product review requests to influencers on Twitter, you’ll be able to tap into a powerful word-of-mouth marketing source that is just not available anywhere else.

Just how important is word-of-mouth marketing via social media? Peruse the intriguing facts and figures below, courtesy of search engine optimization company CapSEO:

Click here to view large image of this summary.

Corporate Snapshot: Employee Usage Of Social Media In The Workplace

While many companies, large and small, across the land are embracing social media and encouraging their associates to use a broad range of platforms to communicate with stakeholders, others are doing just the opposite and shutting off the hose completely.

Why? Primarily because of recent scandals and crises created by intentional and inadvertent posts that have resulted in some form of reputational damage, lost sales, credibility hits, client departures, and so on. Furthermore, the line between where one's personal life ends, and his professional existence begins, continues to become murkier and murkier. This is why the need for a comprehensive social media policy is so great, but it's a moot point for those companies that block access altogether.

So where do things currently stand in Corporate America? According to a recent survey of companies conducted by Mindflash and Column Five, 70.7 percent block all social networking sites in the workplace, while 55 percent of firms have some social media policies in place. For 44 percent of companies, these policies govern social media usage both inside and outside of the workplace, presumably to prevent unhappy employees from badmouthing their employers. The survey's findings also reveal that more than 50% of all companies believe in the value and benefits of social media when used for business purposes, but also has some downside when it is not.

A complete summary of the results follows below:

If you're a marketing executive or a business owner who wants to further leverage social media communications for a variety of purposes, but has not yet crafted a thorough usage policy, you should definitely pay attention to the approaches outlined here and the suggested guidelines and training recommendations. These can make the difference between a successful program and adherence to policy adherence, as opposed to having to clean up some sort of crisis down the line.

Check out a larger version of this image here, or to save this to your marketing resources archive.

The White House Checks In To Foursquare

Out of all the social media platforms I use, Foursquare is probably the most fun, and the one of the best ways to secure valuable promotions and discounts from consumer-focused businesses.

Not familiar with Foursquare? It's a location-based social networking site, designed to be accessed via smartphones, that enables users to "check in" to a physical location, such as a business, park, or historical landmark, and then announce to their friends that you are there. The individual who checks in to a given location the most times is known as the mayor, although that status can be fleeting if you don't visit a location often enough. When checking in, a user can also offer a tip to other visitors, such as "Try the ahi tuna; it's delicious!" or "Make sure to have Ted brew your latte since he's the best barista EVER!" Users rack up points for every check-in, and also earn special badges for engaging in specific behaviors and for visiting certain locations at certain times. For example, I earned the JetSetter badge for checking in to a total five different airports, and the Crunked Badge for making four stops in one night.

While it's fun, Foursquare is a great tool for small businesses, which can design promotions and discounts exclusively for Foursquare users, and in particular, mayors. When checking in to a location, a user will see an icon on his phone that says "Special Here" or "Specials Nearby," and it's usually a pretty good deal. If you like Chili's, check in on your next visit, and you will get FREE chips and salsa. No joke!

With Foursquare's rapidly-growing following, and his administration's savvy use of social media, President Obama has authorized an official White House account on Foursquare, which went live a week ago. According to the official post on The White House Blog, users can follow the White House on Foursquare (I did) to see tips on the places the President and administration officials visit around the country and the world, follow news and events by location, and learn about the White House and its history. Of course, if you're visiting the White House itself in Washington D.C., or attending a town hall meeting with the President, you can physically check in.

The White House communications staff launched the Foursquare initiative in conjunction with President Obama's economic bus tour of the Midwest, which also began on Monday, August 15. At the very least, it adds yet another effective communication platform for Obama during a difficult period, and it underscores the administration's knowledge and sophistication in the use of social media to deliver key messages to the American public.

10 Event Planning Essentials Learned From Crashing An Ad Agency's Party

Editor's Note:  The following is a guest Marketing Mulligans post by Jessica Levco, a staff writer at Ragan.com and the editor of Ragan's Health Care Communication News, and that originally appeared on Ragan.com's events channel. There's a ton of planning and attention to detail that goes into the orchestration of a successful event, whether it's purely a social affair such as the one described in this article, a press conference, a media and analyst tour, or a high-end dinner for important clients. So what are some of the most important elements of an effective event? Read on to find out.

__________________________________________________

Recently, I attended (read: crashed) an ad agency party Chicago. Every year, Optimus, a big ad firm, throws a "block party" for its clients and employees.

I figured this would be a perfect opportunity to get a glimpse of what it would be like to enter Don Draper's world, 21^st Century style. (Note: It involves a lot of plaid and aviator sunglasses.)

Waltzing into the party was easier than expected. After saying the name of my employer and getting my ID checked, I was given a wristband and was greeted by throngs of artsy-types: digital media directors, graphic designers, and copywriters. I watched them all checking out each other's texting ability, color sense, and grammar, respectively.

But as it turns out, I wasn't the only party crasher. Apparently, everybody else was, too. This party was open to the public—including a few tourists, who said they just happened to stumble into the party and had no idea what it was for.

Slightly disappointed that I didn't technically crash a party, there was only one thing left I could do —report.

If you want to throw a kick-ass company party, here's what I learned:

1. Invite Everyone

Limiting a "work party" to just "work" people isn't much fun. Just imagine the conversations you and your co-workers can have when you open up your party to the streets of Chicago. Ok, that might be a bit much, but you get the idea.

2. Theme

Picking a theme for your party is essential. Go with something that shows the vibrancy of your company. The Optimus party centered on that feel-good neighborhood block vibe, with lots of hot dogs and beer. In a city of more than two million people, this block party felt very homey.

3. Timeliness

The party was on a Friday night, on the eve of Lollapoolza, a three-day music fest in Grant Park. Already, the environment was ripe for dancing, talking and listening to music. If you're going to throw a party, don't just pick an arbitrary date. Plan wisely.

4. Swag That Stays

Not only did I write this story on a free notepad and pen from the agency, but I also took home a beer koozie and a fake tattoo. If you want people to leave with a positive impression of your company, give them a tchotchke they can show their friends.

5.  Special Guests

Each year, Optimus invites a guest to attend the party. Illinois ex-governor Rod Blagojevich went to the party last year. This year, party-goers were entertained by the Chicagoan who won the U.S. Air Guitar Championships. Why promise a special guest? Because the buzz and anticipation lasts longer than two glasses of Chardonnay. Your guests want to stick around and see who it will be.

6. Be Transparent

If you really want to show off your company, open your doors. I was free to roam the ad agency's headquarters, peek into offices, and sit in the cafeteria. Inviting people in is a great way to give people a feel for your company's culture.

7. Clever Signage

Even though the block party was in a confined area, there were a lot of signs to point out the essentials: bathroom, food and beer.

8. Crowd Control

Friendly staff in blue shirts helped party-goers find the bathroom or beer, just in case they couldn't read.

9. Brand Ambassador

One person at the party was unmistakable:  a guy dressed in a brown bear costume. Word on the block says the "bear" attends the party yearly. Make sure your party has someone that party-goers can look forward to seeing every year. You want someone who stands out — against the vintage tees and plaid shirts.

10. Free Beer and Wine

Need I say more?

© 2011 Ragan Communications, Inc.