Facebook fails consumer reports

Facebook gets one big “Dislike” from users, but it is doubtful that usage will suffer. According to Fast Company and the American Consumer Satisfaction Index, Facebook ranked near the bottom of social platforms. Described as an “abysmally low customer satisfaction” Facebook only outranks MySpace. Ouch.

So why all the guff? Are users finally telling Facebook that they are tired of their opt-out policies? Could it be that social media is passe?

As Facebook’s numbers continue to grow, it is clear that social media is not on the way out. But Facebook might want to sit up and listen to the general disappointment in the platform. It would be a shame for Facebook to go the way of MySpace.

Top 10 Retail Marketing Mistakes

We often get asked, “What could we be doing better?” And while the answer varies from client to client, we have compiled a list of the top 10 marketing mistakes we see in the retail industry. So check it out…how do you measure up?

10. Incomplete tracking of shopping cart abandonment- You might know that X% of users abandon your conversion funnel, but do you know where they go afterward? Do they return to your website or make their purchases elsewhere? Make sure you have a complete view of how and why users abandon their shopping carts. This information will help optimize your checkout process and increase your ROI and ROAS. Something as simple as condensing shipping and billing lead forms onto one page could make a difference.

9. Using market-speak instead of user-centric language in keyword strategies- There is a distinct difference in how marketers and consumers talk about products. Make sure your keywords cater to consumers and not marketing folks. Think like your customers and which terms they use to find your brand. From here, you can direct them to relevant content that progresses them through conversion stages.

8. Overlooking mobile coupons to attribute online engagements to in-store purchases- Retail marketers crave ways to connect cross-platform touch points, and mobile coupons are one mean to this end. If you’re engaging consumers online, direct them to coupons they can access from their mobile devices (via apps, email or mobile ads). This way you can concretely attribute an online interaction with an offline purchase. Connecting these dots will present you with a holistic view of how various touch points affect your ales.

7. Idle social media efforts- What have you done for social media lately? Do not go the way of social-flunkies before you and create profiles/ accounts and let them die. Users who engage with retail brands on social media platforms are actively requesting information. Do not let these customers down. They want to talk with you, so shape up, staff up and get your social media marketing plan in gear.

6. Not thoroughly segmenting paid search marketing- Paid search can be as scalable and targeted as you need. Take advantage of paid search’s targeting technology and reach various consumer segments with personalized ad copy. This will increase your click through rate, and if the rest of your sales funnel is optimized, conversion rates can greatly increase.

5. Undefined attribution model- Most retailers execute campaigns that span display, paid search, SEO, social and offline tactics. If this is your scenario, make sure you have a plan in place to know where sales originate. By creating an attribution model to track sales sources, you will have the data you need to maximize subsequent programs and gain better insights into how consumers engage with your brand.

4. Lack of landing page optimization- Capturing consumers using paid search and display media is only part of the battle. From here, where do consumers land? Does the information relate to ad copy? If not, you’re risking a high bounce rates and losing potential sales. Think about a complete path to sale and value your landing pages. They need to make a good impression and logically transition consumers from third party sites into your conversion process.

3. Fragmented CRM program- Keeping existing customers happy is a critical component of  marketing–especially for retailers. Whatever your preferred communication vehicle, make sure your CRM program resonates with consumers and maintains desired frequency and messaging.

2. Viewing SEO as a one-time effort- Search engine optimization is a continuous process. There are only a finite number of first page rankings, so if you want to stay there, you must keep ahead of your competitors. This can be accomplished through premium link building and adding original, quality content that attracts engine crawl bots. You must also think about consumer evolution. As their search habits change, so must your SEO strategy.

1. Working with multiple digital agencies to create a cohesive marketing program- If you want an integrated campaign, find an agency (like Geary Interactive) that meets your comprehensive digital needs. They will be better suited to execute a cohesive message across multiple disciplines because they understand the core of your business needs. One agency, one team working cooperatively to help achieve your marketing goals.

Advertising’s Top Stock Photography Model

Meet Wade. He’s a stock photography model and wants to invite you to the American Advertising Federation’s 2011 conference in San Diego. He might also throw in a jab about “low hanging fruit” along the way.

Best Nike Soccer Ad?

They seem to think so. Nike claims this is its best ad to date. I think its really great, and I love the social media plug. I am not sure if I would go as far as to say it’s be best ever, but you be the judge.

Social Media Revolution Part 2

This video is just as good as the first one. It shows the undeniable impact of social media on user behavior.

Diesel Facebook Integration

We can’t take credit for the latest social media addition (and very clever marketing tactic) that now adorns the Diesel dressing rooms in the form of a “Diesel Cam,” but we have been anticipating the integration of digital and the physical for a while now.

The Diesel Cam allows shoppers to automatically post photos taken as they’re shopping to their Facebook profiles, granting customers the opportunity for immediate feedback on their potential purchases from everyone in their social networks. Images from the Diesel Cam include a Diesel logo, supplying the brand with free advertising when users share the photos.

Shopping is inherently social—the first thing that most people do before purchasing clothes is seek the opinions of their friends (or the person in the next stall) so sharing prospective fashion choices on Facebook is bound to be a successful campaign. We predict that this form of social integration will soon be available in many other shapes and sizes, from automatic updates when you check into hotels to photo -ops when you visit popular tourism destinations or dine in destination restaurants.

The video is pretty cool, too:

Why Facebook Creeps Me Out Sometimes

Facebook is my favorite social media platform. I have had an account since I was in college, back when you needed a school email address to sign up. Since then, Facebook has had a few advertising blunders, but bless its heart, it’s still trying.

Changes–

Friends’ profile pictures show up when I call from my cell phone, and now, it’s syncing with my Pandora stations. Apparently my friends and I have similar taste in music…or at least that is what Pandora/ Facebook tells me. With each new song, I get a note saying “So and So likes this song/ artist too.” Pandora is great because it’s personalized, but what do they get out of telling me what songs my friends like too? Is my music going to be further personalized based on the music I have listed on my profile?

Facebook believes in opt-out changes, which goes against the opt-in standard. They continue to integrate their platform, which granted is a marketing gold mine. But without getting permission first, they perpetuate the user perception that privacy is being invaded. Yes, we post pictures. Yes, we note our likes and dislikes and engage with brands. This is worlds a part from granting permission to have online user behavior tracked across multiple platforms and packaged for advertisers.

The future of CDMA iphones and QR usage

A story published in Fast Company today, discussed the rumor that Apple is producing CDMA compatible iPhones. If these rumors pan out, this means that Apple is planning to work with carriers like Verizon that use this technology. This recent wave of rumors, sparked by a Wall Street Journal report, is just one of many that keep Verizon fans hopes of owning an iPhone alive.

The Wall Street Journal has a history of being the first to break Apple news, which lends credibility to this story. Will Apple end its exclusive contract with AT&T? We cannot be sure, but with these rumors and Apple’s tradition of launching new products/ upgrades every year, there is a chance (if only a slight one).

This particular Fast Company story also features a QR bar code at the end of the article–something I haven’t seen before. While QR is still in its infancy, the use of these 2-d bar codes in magazines and on product packaging is starting to surface. The QR bar code in this article directs users to the author’s Twitter page. SXSW also used this technology to embed attendees contact information–kind of brilliant.

I think QR technology can be an efficient way to engage users in typically non-participatory activities (like reading a magazine). It is also a nice bridge to support mobile marketing adoption. They might be a flash in the pan, but for now, I contend that QR might find a nook in marketing.

Should tweets be copyrightable?

First amendment law was one of my favorite classes in college–copyrights were a particularly fascinating topic. Copyrights protect original works, owners of which control the right to reproduce, license and distribute said works. A while back there was some talk about whether or not Tweets are copyrightable content. Some tweets are catchy, clever and worthy of admiration, but this does not mean they are copyrightable.

In my humble opinion, Tweets do not meet the threshold for attaining copyrights for the following reasons:

• They are largely fact (i.e.–I’m at Starbucks drinking a latte or I think the Padres will win the World Series) . Facts are not copyrightable content.
• Tweets are property of the public domain at the time of dissemination. A foundational goal of Twitter is to get your messages re-tweeted, so claiming rights over their distribution is futile to say the least.
• They are only 140 characters. Copyrights were created to protect substantial works of art like books, movies, songs, paintings and a whole spectrum of artistic mediums. The truncated nature of Tweets do not lend themselves to display artistic brilliance worthy of legal protection. (Not that some aren’t hilarious and quite brilliant.)

Facebook traffic beats Google

Hitwise reported this week that Facebook was the top visited website–trumping Google. This is the first time the social network has claimed this top position. Not too shabby, Facebook.

Experts have long since talked about the evolution of user entry points. They started with portals, “You’ve Got Mail” anyone? Next, users started their online travels at search engines, and now, trends indicate that social networks, like Facebook, are users’ first stop and gateway to the Internet. This weeks traffic report is a strong indicator of this trend.

Where’s the first place you go online? How do you find information?

Facebook also announced that its revamping its search functionality to suggest friends/ fan groups/ content that you might not be associated with. As of right now, suggested content is restricted to existing friends or affiliated groups. Their proposed changes will usher in a new era of marketing opportunities on this social network. We’ll see how it all shakes out. Facebook has definitely had struggles trying to add advertising to its forum, but as of late, they seem to have a pretty good model going.