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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.

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

Advanced online business networking, look beyond Linkedin and Plaxo.

Business networking is big business and the list is much longer the main two Linkedin and Plaxo. Facebook, Myspace and Twitter are moving into business networking, but I still consider it more social marketing than networking.  There are also sites like Ning to form your own interest groups, or Secondlife where you can live a virtual second life, with friends, a house, a job ect.

Here is a list to check out of advanced networking on-line options.

  • www.Linkedin.com  This is a must do for business linking these days.
  • www.plaxo.com  This is a nice to have to be sure 100% is covered, you usually choose one or the other, I do both.
  • www.ecademy.com  Business networking with more of an international flair.
  • www.secondlife.com  Start your own virtual business on line and meet people that way.

Here are a list of others that have been recommended to me.

Adding polls to your social media is a sound strategy, for marketing and customer service

TWTpoll

TWTpoll

Viral and engagement are the corner stone strategies that form the foundation of the social media movement. It really is a movement, driven by consumers doing what they want, when they want and to whom they want. Facebook, MySpace, Linkedin, Plaxo all lead the way in different aspects.  Each serve a different part of the social media landscape and this is only a small portion of the landscape.

Poll are a great way to put your toe in the water. I like the TWTpoll,  http://www.twtpoll.com they are free and easy to use with Twitter.  They say that, “Twtpoll is a feedback tool that helps you to create and distribute polls on Twitter, Facebook and other social media sites.” You can ask any type of question and you and the responder can see the results real time.

The question or basis of the poll has to be topical or in someway engaging that someone would want to do your poll.  Heavy consumer research is not what this is about.  It is questions to engage and get participation with you.   Plus you may learn a thing or two.  So go and try a few polls, they are a lot of fun.

Own your “trade” names on the social web, more important than your dot com.

If you are still worrying about if you can get a dot  com, net or mobi name for your brand, you are so far behind.

The gold rush has already happened and I bet many of you don’t even know it. Own your Name!

When it comes to names, the first, not the early bird gets the name. So be sure to secure all names for facebook, twitter, myspace ect. This is also important for blogs and video. Remember there are no extension like there are in the URL world.

Squatters case happens every day, only when it is a rip off or in some cases a celebrity will they take down the old site and give it to you. In most cases they may take the site down, but not allow anyone to have it.  Thus you see a lot of celebs late to the party with  ” the real” XXX.

The retail store Best Buy is a good example that their twitter name is used by others for nothing page with no followers, what a waste, it has nothing to do with Best Buy, but they can’t get the site back, since they did not get to the name first.

 

So own your brand and company names on blogs, twitters, facebook fans pages or what ever will be emerging shortly that will be the next big thing in social media.