Promotion
Email Design Lookbook 2012
December 11, 2012
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Email Marketing means delivering pieces of art and custom information, to a specific segment of your customer base. This channel is probably one of the most difficult, that’s because you decide to push a piece of content that represent you and your company, to people that allow you on their privacy.

Sending a DEM or a newsletter in a TQM (total quality management) perspective takes an effort that not everyone is aware of. Here are some sharp points:

  • Useful Content: No-one care about things that doesn’t consider interesting and they are going to evaluate you on what you share. So to keep the interest high, make niche of your DB and communicate with them on a custom way.
  • Representative: When you push a content, it means that this is the best you can do, so good that you want to share it. So everything you share is a perception of what you consider quality.
  • Beautiful: There is only one possibility, to make a first good impression
  • Safe: There is no relationship if your message don’t get to the inbox. So check your delivery reputation and use a good ESP (Email Service Provider), usually you get what you pay for.
  • One-Shot Optimization: despite a webpage where there is contact traffic, optimizing an email message takes more time and study. That’s because you get feedback (by tracking) only when you do the delivery of the message, results that has to studied and used to shoot an improved message.

Something that can help the marketing professional (and noob), is a document that Responsys released, where they analyzed a total of 20 email marketing messages, providing an insight on what can be done to reach the target. This eBook is a “Pay per Contact“, where you get it if you give them your contact info, making it a great example of content marketing, where you can get a return on free personal contact, free promotion and free backlinks.

Strategy
Google Tag Manager
October 2, 2012
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Today Google released a new tool, the “Google Tag Manager“, that will make marketers job way easier and giving them the possibility to speed up their conversion tracking techniques. The revolution of this method, is that the Tag Manager consolidate different tags through a simple and easy snippet code, giving the possibility to professional to use a web interface to add or manage tags, without asking any IT guy or departments to make a change.

The video above explains is a great and simple way how this works, but the features are:

  • The tags would load asynchronously, without slowing down your website and eliminating the conflicts on tag implementations
  • An easy to use interface and templates that would support custom tags
  • To limit implementation errors, there is a preview mode, a debug console and a Version History
  • The tags could be implemented by different users with specific permissions, so that agency and in-house marketers would be able to work together
Relationships
A Good Point on Macro and Micro Environments
September 7, 2012
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In a closed society where everybody’s guilty, the only crime is getting caught. In a wold of thieves, the only final sin is stupidity – Hunter S.Thompson

Promotion
A Facebook “Like” with an SMS
August 17, 2012
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Social Networks generated a whole new meaning on promotion. First by making traditional marketing pros realize that customers own a voice, and that are not fearing to tell what they think about you. Second, what’s important is not to gain as much likes as possible, but to get likes from people who care and like your brand or activity.

One golden rule on marketing, is to integrate your marketing mix so to drive all different traffic and get the best redemption, as for example a good quantity of hi-quality Facebook like. To reach those results, you need two things: something good to share (that can be considered useful by the target) and clear and usable CTA (so to use at best the action impulse).

On the digital side of marketing, you can easily apply different techniques (some ethical and other not so much) to get those likes, but the real challenge is to bring likes via traditional media, like print or street advertising. As everyone knows we as humans pass just a small part of our life online, as we interact constantly with the real (and analogical) world, so a marketer mission is to target people also on those moments. To cover this digital-analog gap, we can use a technology that people use everyday, Text Messages (SMS).

Facebook indeed gives users to like pages (and receive status updates) just by sending a simple text message with a query “fan yourpagename” to a specific country number (provided by Facebook) that for Italy is 342 4860900. To do that:

  1. Your page needs to have at least 25 likes on a page
  2. Your page needs to have a custom Facebook URL “www.facebook.com/cocacola” so that users can write it inside the text message “fan cocacola
  3. The user need to have its mobile number registered and configured on Facebook

This feature can give businesses to generate new marketing campaigns and improve the coordination of their marketing channels. Think about the possibility to generate a QRcode that you can attach on your street ads (example above), so to allow people to scan it and subscribe without hesitation to your page, or even make people without a smartphone giving you their “like“.

Networking
Tribe or Community. Ask Lady Gaga.
August 11, 2012
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Some days ago, I have subscribed to www.littlemonsters.com a new Pinterest-like social network owned by Lady Gaga, and in my opinion this is a genius work, not for the idea itself, but the way has being used.

Before discovering the aim of this move, there is the need to say that every “Social Media Expert”, talks about communities as a collection of people that gather together to share their opinion, but they have also the need to understand another relative of this word, Tribe. A tribe is a close community that gather, protects itself and their similar, that its leaded by a patriarch or a matriarch. Someone that is part of a tribe has a stronger relation with the group than he can have with a community, meaning that a tribe is something that people identify in a deeper level and are able to create a bound.

After the subscription, you receive a message, that is able to describe in a few points the reason why of the community and at the same time defines clear rules, here is a screenshot of the message:

On this message there are some important words that gives an insight to everyone about the purpose of this tribe:

  • Mother: everyone needs a mother and in this case someone that leads and that its full of acceptance. This is able to cover the psychological part of everyone of us that needs security on what we are and a leader.
  • Acceptance: This is a place where people are able to express themselves and feel accepted, every single person is different from another and needs to feel free to be.
  • Home: Every tribe (as everyone) needs an home, a place where to feel safe. This word is used wisely and is able to identify a place where people can feel safe.

I’m sure that Lady Gaga’s first idea and will is to help people feel themselves and don’t feel excluded. On the other side, she is a brand and a music and fashion business and this project is also a mean that she has to create a community aimed to provide a great customer retention (along with free promotions and product feedback). This is double genius, because its a CSR and also a marketing platform.

On a business way this can teach us that we have to identify and understand our customer base, what they think, fear, want and then become the leader that can satisfy this need. By understanding that they managed to create a platform to make people meet together, people with the same needs and of course with the same passion for Lady Gaga. Now if she decides to deliver a new album, she would be able to promote (with a great redemption) its album inside the community, making the tribe explode the promotional message.

Content
12 Things to do after a New Blog Post
July 3, 2012
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I have found this good and simple infographic, explaining what to do after a New Blog Post. This list even if it’s not so deep in details, its a good example on what are some of the basics that some professional forget to do. As its said “Content is King“, so if you produce some good content, why you shouldn’t give it the best opportunities?

12 Things to do after a New Blog Post

Here you can find the brief list of what need to be done with every piece of good content you produce:

  1. Keyword Optimize your Post
  2. Syndicate your content
  3. Shorten your Post’s URL
  4. Tailor your status Updates
  5. Post teasers on other sites
  6. Bookmark your content
  7. Comment on other Blogs
  8. Seek and Assist on Twitter
  9. Add to Email Signature
  10. Share your Blog Post with target Customers
  11. Add your Blog Post to your next Newsletter
  12. Ask other Bloggers to Mention you Post

Thank to DivvyHQ for the great resource.

Reputation
What President Obama can Teach us
June 27, 2012
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I usually don’t write about politics, because I’m convinced that everyone has the right to believe what he feels right and has to be free to follow its dream and objectives. But with this post I just want to underline how President Obama can teach us about the real meaning of leadership.

By looking at the picture above of President Obama (available with other beautiful pictures here) I can feel a sense of true leadership. I’m convinced that a definition of leader is “Walks among us, but its not one of us“, its someone that is able to integrate himself on different social levels and understand approach it in the most constructive way, hearing what people need to say, experiencing their habits and learn from every single interaction.

A leader can be find in every part of your life and not only in politics, but also in business, your company and your home. Having the gift to listen is not something common, because it also brings the will to care about the person you have in front of you, to feel sympatheia, that is what really makes people understand that there is the need to make a change.

People that care and that listen are true leaders, and usually their next step consist in taking action.

Photography
Rome for a Night
June 24, 2012
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Just a photo I took from the balcony, while a server were processing. I love Rome for its spirit and will to never grow up, and it can be felt even if you live the city just for a night once in a while.

Reputation
Larry Ellison Brand Lesson
June 6, 2012
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Larry Ellison is one of the most important tech entrepreneurs of this century, the founder and creator of Oracle, a philanthropist and a passionate sailor. As you all can see from the image below he just joined Twitter and probably (and hopefully) he will start sharing some of its adventures and ideas.

On the other side, this fact can provide some insights for those who have a digital life and actively strive to reach some results via personal branding activities. In detail:

"Twitter

  • No Description: He simply doesn’t need to be described, what he did and achieved can fully talk for him. He created in years something truly useful that can help business grow in a concrete and solid way. What he did for others is what best can describe him.
  • Following/Followers Ratio: He just opened an account and has more than 15634 followers (including me) and he is following 0 people. The ration is pretty obvious to understand and this means that a lot of people want to learn and get inspired by him (also some of them are just looking for gossips).
  • Verified Account: Owning a verified account is not for everyone, just a small percentage of people has that symbol near its name. This simply mean that he is real, his name is his brand and he preserve it.

Now after those three points, before complaining about your personal brand and on how people are not going to follow you, just answer to those questions:

  1. Have you done something that really matters and that people can refer to you?
  2. Do you have to say something that really matters and that can help people grow?
  3. Is your brand safe? Have you registered to all social media using the same name/nickname?

After that you can start redefining your personal brand and relative strategy and if you are still in doubt read this old post about Personal Branding.

Product
A Product Marketing lesson by Linux
April 4, 2012
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No matter what you do on marketing, but you have always a product/service to pitch and promote to a defined target. To effectively sell it, there is the need to dress it with a set of characteristics and values, that your potential customer can feel as an extra value.

The video below is a great example by “The Linux Foundation“, on how Product Marketing should work and highlight the four main points, that a good storytelling campaign should touch.

http://www.youtube.com/watch?v=yVpbFMhOAwE&hd=1n

  • Which are the benefits? – Remember to explain why someone should use your product and how it can improve their work or life experience. How much time and resources can be saved?
  • How the product is made? – When an user purchases your product, he gives you his money along with his trust. By showing the value creation process of your product, he would be able to understand what he is buying and feel the quality in what can’t be seen in the product delivered.
  • Who trusted the product? – Show who choose and trusted your product by sharing their reasons and experiences. Make them feel that there is a community around their choice.
  • What’s the product spirit? – Every product embeds the company values. What’s your company mission and how this is embedded in your product?

 

Bitnami