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Web platforms: Reintroduction of basic website feature functions and benefits

Ebay had an ad on Facebook for EBay fashion that caught my eye.  It caught my eye because back in the day, I used Ebay quite a bit.  Now not at all. 

I  just posted some furniture on Craig’s list and got no response.  I used to get it sold that day. 

Plaxo use to be my digital address book, now I do not even open their emails. 

I don’t even know my MySpace log in, nor have I used it in years.

So what is going on?  I have created a lot of litter on the digital highway with my usage. Self created, but none the less add to a CMO’s marketers dilemma.

My thought is that even the most famous websites or platforms need to reintroduce themselves frequently to their current user base.  The key driver is to reintroduce what they do, how to do it and why they are still relevant.  The basic 101 of the site. 

Most marketers as of late have been focused on organic optimization of the website and content, which is great, but have forgotten the basics of if and when they find you, they better know how to use you and why to use your site.

I still  have preconceived ideas about Ebay based on my last use.  They have may changes dramatically, yet I still shy away from getting reintroduced. Nor has Ebay even tried to re-engage me. Running a sale is different from reintroducing me to how to use the site.

Google Marketplace has miss stepped over and over again.  I was a huge loyalist, then they because so complex that it drove out all small business with having to add ownership tags that drove out most who do not have in-house web techs. Now they are charging per click to make money off the big brands.

 As compared with Amazon market place, which still has some bugs to work out, but which I sing their praises every day.

As the CMO, dig a little deeper with your team. Look at your own website.  Is traffic up or down, not net new traffic, your returning traffic.  Why are they using your site, what are they doing, what are they not doing. Most sites are designed for net new, not returning visitors.

Returning visitors need  their own path of re-education on how to use the site, whats new, what is familiar. Just as same store sales is critical for brick and mortar, it is critical to activate those who are returning.

The digital road is littered with use and disuse.  What state is your website or platform in? What are your returning customers needing?

These simple questions could improve conversion 10% and who would not want that these days.

Social Media web traffic stats mean changes in social media direction

 When the landscape is changing so fasts in social media, a stat like 41% of social media on Facebook would be a key driver for the 2011 marketing plans.  However for me the interesting fact is the growth of the others like Ning, and Hulu. The fact that MySpace has held it own and has not declined, is a definite relook, were many had started to count them out. The flattening of Twitter trend is also one to take into consideration when planning to use it in your social media mix.  The term – Social media mix, is the key to 2011 planning, it is not longer a one tool plan as an add-on that will work.  Social Media mix is now my new mantra.

Mashables article on social media stats gives a road map to next steps.   By Jolie O’Dell 14

Facebook and YouTube are displacing rivals and taking over the social web, according to data we’ve just received from comScore.

In addition to showing massive and continued traffic growth throughout 2009 and the beginning of 2010, Facebook and YouTube continued to capture the highest volume of social web traffic. Twitter also garnered a ton of mainstream attention, helping the company increase the number of visitors to its site by fivefold over the course of the year.

Taking a look at the unique visitors charts, we see the widespread migration from MySpace to Facebook even more clearly. As of March 2010, Facebook traffic made up 41% of all traffic on a list of popular social destinations. MySpace was in second place, capturing around 24% of traffic. Gmail had 15%, and Twitter had 8%. However, during the same period in 2009, MySpace was in the lead with 38% of site visits over Facebook’s 33%.

While Gmail continues to show slow year-over-year growth and sites such as LinkedIn and Twitter experienced exponential gains over the course of the past 12 months, MySpace’s traffic has been completely stagnant. Facebook, on the other hand, has exhibited strong growth and high volumes of traffic. Take a look at the difference between site traffic in March 2009 and March 2010 for these social sites:

comScore is an acknowledged leader in digital analytics and intelligence. comScore’s data for this post are based on a hybrid of site analytics and audience measurement for U.S. users at home, work and school.”

Facebook and MySpace added to Google and Bing real-time search.

There has been a debate within the CMO community discussing why they should approve a Facebook page and a MySpace Page for their company and or employees.  Mashable did a very valuable update on where this all stands.  Based on this update, the debate is over.  Get your company pages up on Facebook and MySpace to gain real-time organic content search.  More important, be sure to tell your team and family to clean up their pages on each or to close the access to their page if it is currently public, unless they want to be searched real-time.

 Google Adds Facebook Pages to Real-time Search
Posted: 24 Feb 2010 04:26 PM PST
 Google has announced that it has added a new content source to its real-time search feature: Facebook Pages.
Google launched real-time search in December, providing a real-time feed of information from Yahoo Answers, Twitter, blogs, news websites, and other sources for hot or trending search results.
Two integrations have lagged though: MySpace and Facebook. Eight days ago, Google added MySpace updates to its stream. And now Google has added Facebook Pages to the mix.
Still, Google’s stream doesn’t include public Facebook profiles, something only rival search engine Bing can access. This limits the usefulness of today’s update, but we still welcome the addition

Creating fan pages in Facebook for blogs or your company step by step

Quick Online tips  did a great blog on  “How to create a  Facebook page for your blog”. This information is really good for anyone who wants to set up a fans page and integrate it with your blog. What I like about it is they give a step by step with pictures as to what you need to look for at each step.  This is a must bookmark for future use.

Quick Online Tips blog and email that I read and is a really great publication to read on a daily basis.

Here is the blog on this subject from them.

“Guest Post By Dee Barizo
Do you know how to create Facebook page for your blog? A couple days ago, I was doing research on my blog’s niche. I wanted to know which social media sites were being used by my audience. Did they have blogs? Were they active on Twitter or forums? Did they participate in MySpace or Facebook?

I found out that Facebook was a popular place to hang out. Also, my referral stats showed that I was getting traffic from Facebook even though I never promoted my blog there. With these things in mind, I created a Facebook Page for my blog. I’m planning to use the page to join the conversation on Facebook. Hopefully, the result will be more traffic and increased branding.

Step by Step Guide to Create Facebook Pages

Here’s a step by step guide for creating your own Facebook page.

1. Log in to Facebook.

To create a page, you must have a personal account. If you don’t have your own account, go to the Facebook home page and sign up.

2. Go to Create New Facebook Page

For category, chose “Brand, Product, or Organization” and then scroll down on the drop down menu and choose “Website”. On the next section, enter the name of your page. I just used the name of my blog. Click “Create Page”.

fb-page-opening-screen

3. Add a relevant image.

Move the mouse pointer to the question mark on the left and you’ll see the words “Change Picture” pop up. Click it to add an image related to your blog. I used an image from my header but you can also use your logo or icon.

change-picture

4. Include information about your blog.

Click the “Info” tab and then “Edit Information” on the right.

edit-info

Type in the relevant information including the date your blog was founded, the URL, and an overview.

site-info

5. Import your RSS feed.

By importing your RSS feed, your Wall will be populated with your newest posts. Also, it will be updated whenever you publish a new post. Go to the left sidebar and under your picture, click “Edit Page”.

edit-page

Scroll down until you see the Notes application. Then click “Edit”.

notes-edit

Look to the right and click “Import a blog”.

import-a-blog

Enter your RSS feed URL, click the check box, and click “Start Importing”.

enter-rss-feed

Click “Confirm Import” on the right.

confirm-import

6. Write a short blurb about your blog.

You’re back on the home page. Look to your right, click the fifth link under the picture, and write a short blurb.

short-blurb

Final Facebook Page

You’re done! That’s all there is to it. Here’s the final product.

final-fb-page

Oh, one last thing. Don’t forget to become a fan of your new page.

become-a-fan

2010 Marketing Plans: Facebook page upgrade add to must do list.

I was reading the social mouths blog on make your Facebook page shine and  I really like the actionable items that are listed.  The full blog is at: http://socialmouths.com/blog/2009/12/16/make-your-facebook-fan-page-shine/

 Facebook is an area where we will all live work and play.  So as a CMO, it is imperative that you dig in and get to know how you can leverage this way of the future.  This blog does a great job of summing up options and directions that you can look at to add it to your must do 2010 marketing initiatives.

 His top 10 that you need to read about  from SocialMouths are:

 “1. Insights (Your In-House Analytics)

 2. Vanity URL

3. Big Profile Pic (Banner Style)

4. Invitations & Bulk Messages

5. Facebook Widgets On Your Blog

 6. Twitter Integration

7. Blog Promotion

8. FBML Landing Page

9. Facebook Ads

10. Facebook Apps”

 

Adding video to your social media efforts.

Yes, you should be adding video to all of your social media efforts.  You need to have your various teams from marketing, corporate communications, sales, training and operations be gathering up all those old videos and b roll and repurposing them for the digital age. Thus creating a digital dam of video from which to repurpose.

If you do not have the inhouse expertise,  there are many video companies who do that very economically.  I like Mantis Media for my video shoots and edit repurposing.  I also like Burst Marketing for podcasting.  There are hundreds of companies doing this work, so just ask your team who they use. If they tell you it is going to be expensive, then call my guys and get a bid.  The cost is very affordable, so don’t let your teams lack of excitement about harvesting the old stuff give way to the rush of doing all new stuff, but be sure that either way it includes digital use rights.  Review your talent/model release forms and your video contracts to be sure that you have the rights on past work and even more important that it is included for any new shoots.

Buy a HD flip camera for fast video capture which is under $200. It has a USB plug in and is so easy to use and capture…store openings, customer testimonials.  You can also record YouTube style videos with a web cam.  If it does not come on your lap top, for under $100 you can get a HD web cam with a USB.

This should not wait to be part of the 2010 plans, this needs to be done now!… so get video shot, edited and most important uploaded to website, blogs, twitters, Facebook and other sites that will take your video like Flickr, Vimeo, Vodpod and others.

Tumblr Launches Hashtags and Facebook Integration

I have talked about the importance of hash tags in prior blogs postings. Here is info on Tumblr. This blog platform has launched hashtags and Facebook integration. The info was reported on Mashable which is a blog I like very much. http://mashable.com/