engagement

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These are a few of the mantras that I try to repeat to clients to shift their paradigm to thinking about ONLINE marketing and their online presence. What are the mantras that you follow in your online marketing strategy?

 

Image via SANTIMB on Flickr CC BY NC SA- Advertising does not Guarantee Visibility

- Visibility does not equal Brand Leverage

- Visibility is nothing without Engagement

- Engagement can not result in friction points and frustration, as these “de-stimulate”  and greatly impact conversions

- Engagement needs a series of personalized touch-points in order to create qualified leads that are then filtered into conversions

- Visibility through online advertising does not mean engagement and brand awareness in the online world

- Since online advertising is not interruption based, the challenge is in creating interactive ads and campaigns that will grab the attention of the online community and create conversions.

- Online advertising and other social media channels are used in combination to create multiple effective touch points with leads and community leaders to create brand engagement and awareness.

- Valuable content and value added in the community create a positive brand image will will eventually lead to more conversions

- Conversions are not instantaneous, online marketing, just like any sales process requires significant lead nurturing to make them convert and become clients.

- As each online experience is unique, we now have the tools to target each and every targeted group with individual messages and tailored communication strategies that will create multiple gateways for them to find out about the brand and come through gateways customized for them.

- In the online world, any activity performed by a company leaves a lasting footprint in the world wide web, unlike offline, where there is no feedback past the expiry of the month in which an add or press release was rolled out.

- On Digital Echo: Online campaigns, do not have an instantaneous effect, before becoming viral, a certain time-slot needs to be given for the online community to discover the content ( which we will be working on), get interested in it, explore it, adopt it and then start spreading it and becoming brand ambassadors. This resulting echo will further resonate the campaign and the brands position. That is why, the campaigns need to be present and fed with content for certain period to maximize their reach.

- Online advertising gives companies full statistics in terms of how many people viewed their messages/ads, how many clicked on their ads, where they came from, what they did, how much time they spent on the landing page… something offline advertising can not aspire to. Furthermore in online advertising you pay for targetted leads and people who actually viewed the ads , and not a mass of newspaper subscribers that disregard the ad, or people who switch channels during commercial times.

- Leads need to be put into a personalized nurturing process that will ensure their conversion with time through a series of various online and offline touchpoints with the brand.

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As this post is published I am giving a guest class in Leila Khauli’s #MKTG225 class in AUB, just thought I would share with you the slides so you can see what is happening you can also follow the tweets with #mktg225 hashtag.

Normally I do not include a lot of text in my visual materials, but this time you can see a lot since I intended it to be a cross bread between a power-point and a notes guidelines for the class.

This is exciting, more details later! Let me know what you think

Online Marketing - Guide For Control Freaks

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Lately I am going to so many events , most are tech or social media related, but … well… a lot of the time… the digital me feels at unease and disappointed, unable to share the event with the world or growing a grudge against the organizers, so I decided to write this simple guide declaring openly to all event organizers that anything less would be a disappointment, and ,well if they do the things I mentioned, they will make the online community more involved in their events and expand their reach and visibility. Don’t they all want that?

Ah well, as my main objective is self centered I mainly focused in things that need to be going during and after the event. (Plus most of them score well on before event stuff after I corner them with my questions in emails) .

1. # – Have a HASHTAG!

This is an out most basic, but then again most event organizers forget to make it short enough, announce it publicly more than once and most importantly forget to register it at a hashtag repository like twubs or  wthashtag,  so most of the time I am livetweeting from an event my followers start asking me “what is this and that #xyz … any links…  ?”

2. Official LiveTweeting

That brings us naturally to livetweeting. I have already talked about the importance of livetweeting here but i just wanted to emphasize that event organizers need to keep on livetweeting from the official event account to update people at the event on what is happening, remind who the speakers are and what their handles are, tell them where the live feeds are (doesn’t hurt to do all that in parallel on linked in and facebook as well) … AND if you are an event sponsor, especially at an event centered around social media, especially if your produce is focused around social media, big thumbs down to you if you are not tweeting about the event and not quoting your guest speaker. Yes @zawya I am talking about you and your zero tweets at MediaMeForum and your replying only two days later to my tweets. Which brings me to my next point.

3. Answer & Engage Tweets

For starters, there is no fun for a hashtag without a livescreen. At MediaMEForm the guys did a great job of livetweeting what was happening, BUT [yes it is a big but] they completely dismissed the twitter community. The twitter Screen was live only during the panels and it was put in a place where no speaker can see what we were talking about, and even the moderator did not address any questions from the tweets, nor did their official twitter channel. Unlike ArabNET, where there were ginormous screens dedicated to tweets and speakers paying full attention to what was happening with one speaker undressing to get a wave of tweets. Still , I think the impact will be even more augmented if you have a dedicated moderator to pick at least two questions from the twittersphere for each panel/speaker and ask them at the event. Honestly speaking, the questions are more pungent, very well formulated and more daring and provoking more mindful discussions, isn’t that what you want? Aren’t your events targeted at identifying the trends of the future?

4. Live Ustream

I was on the peak of bliss drinking my Pepsi, eating popcorn in my PJs watching the pitches at Yallastartup weekend day 1 and working on the other laptop in parallel… but then, lo and behold once the pitches ended and we started getting some cool behind the curtains views of the audience, their feedback and interactions, seeing familiar faces….. THEN the stream turned off and a vigilant message told me that the stream will only resume after one day to show the final pitches and that all in between will not be documented… I felt that that was plain mean… YallaStartup weekend is a sort of non-commercial example.

So all of you event organizers will be saying :”why should we put the stuff live for free, when people pay to attend?”

And I’ll tell you. one has nothing to do with the other.

Most of us attend the events for the networking and has nothing to do with the panels and the speakers, who by the way we realize travel from one event to the other with similar presentations, who most of the time blog a lot and more in depth about the subject, or write whole books on the matter… So you putting up a live stream doesn not diminish your financial gain, which BTW you have reaped in full from teh event sponsors and paying attendees. So you may as well give the sponsor’s their money’s worth and help promote their brands and spread their messages and you event’s messages (while your at it) to even more people. People, who by the way are highly targeted individuals, who simply could not catch a flight, or whose bosses came to the event but left them at the office, or teh bosses who sent employees there and want to make sure that they sent them to an interesting event… People who would love to come to the event next year. People who would tweet about the event and talk and talk about it…

It was so amazing to watch the few panels I have missed (due to my weird trip schedule) at Media ME Forum on their UStream account and the quality of the videos/voice/ the nice music they put when nothing was happening – really professional! And ArabNet, they really understood that if they just empower the social media addicts, their event will be promoted across the roof and that’s what happened.

4.PHOTOS

We live in the now and like to see photos now, and share them and comment on them – ALL NOW! So do not make us wait two days for your flickr or facebook gallery upload. You can set up something extremely simple on site, like that photo booth Arabnet had (could not find link), that immediately sent all photos to their flickr account. Also make sure if you have something like that up & running, promote it well before and during the event.

You have a lot of room to be creative here and there are more wonderful ideas out there to engage people in crowdsourced photography at your event.

5. Icing on the Cake – Netvibes

So you do all of the stuff I mentioned above and integrate all of them into one awesome netvibes page that people courting your event could easily follow.  This is one of the more magical tools out there and one I really, really adore to look at when it comes to events I am not at and ones I am at (if they have one that is). For instance check the cool netvibes page SpotOnPR does annually for Gitex and while you are at it, check Spot On PR’s Netvibe’s page. Don’t you see how that will help your event to become more sharable and viral?

6. Social booklets

You lovely event organizers always give us those nice and creative booklets with all the info about the speakers, but why oh why don’t you mention the speakers’/moderators’ twitter handles, websites, blogs next to their names, so we can connect to them, address our questions to them, or just plain stalk them? and while you’re at it, dedicate a page at the beginning providing us with the event hashtag, livestream, netvibes page… et all

7. PLUGSSSSS

I always email event organizers about plugs, they always feel so happy when i tell them i am planning to bring my laptop to livetweet and welcome the thought and assure me WIFI and electricity plugs are available, but up till now, none of them have delivered on that. Do you expect our battery lives to be infinite? Do you expect us to have spare batteries for our iPhones? We want to enjoy the event all of its durations while checking on work email and tweeting or life-blogging YOUR event. Plain and simple, there should be a dedicated plug at least for every four attendees… Not that I mind making eyes to the camera guy to co-share his plug and carrying around at all times a multi-plug adapter, or stealing power for my mobile from a fellow attendees dying laptop…

8. GOOD WIFI

This probably should’ve been at the top of the list, but I consider it a basic and only as I reread the whole thing I decided to highlight it, just in case….

9.Screen & Screen Brightness

Also a little after thought: try to have several screens at the event and make sure that their brightness is optimal, so we are able to take good cellphone pics no matter how far from the stage we are without stealing your speaker’s valuable “top secrets”.

After Event Tips

  • Encourage us to send feedback
  • Send us all the lovely links for the photos, social pages, videos, slides … post event stats, news clippings about the event
  • It is also lovely to receive some post event answers to questions that were asked during teh forum but did not have enough time to be answered properly or the material/numbers was not at hand.
  • Send us an industry newsletter (yeah i do not mind up being automatically signed up for that)
  • Ask us what do we want to see at your next event
  • Continue Tweeting, Updating the Facebook/linked in page of the event and engaging all who were at the event

Next month, I am planning on attending the 1st Arab Social Media Forum, which the organizers are promising to be a wholesomely dedicated event to all social media aspects… so…. Guys, I am really hoping on seeing all that stuff there [wink, wink]!

Have I left anything out? What is it that you found missing at the last event you have attended?

*Update 1: Forgot to tell you how at Microsoft Open Door Event this year there were special giveaways prepared for tweeters. Small giveaway, but nonetheless, it was pretty sweet.

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