Your Industry is Holding You Back

Chris Theisen is the director of digital communications for Hare Chevrolet the “Oldest Transportation Company in America” Chris believes in the power of engaging current and future customers via new digital media, and uses it on a daily basis. When not attached to some sort of technology device he enjoys golf, tennis, bowling and coaching youth sports. Chris, his wife Liz and their sons Michael and Jonathon live in Noblesville. He can be reached by email at ctheisen@hareauto.com

If you are a business would you rather go to Lowe’s or Sherwin-Williams to buy paint?

Lowe’s has a good selection to choose from, seems to have a knowledgeable staff and has other things you may need to pickup. They may even give you a discount if you do enough business with them.

Sherwin-Williams specializes in selling paint. They know paint. They eat, sleep and breath paint (the last ones not such a good idea by the way)

While Lowe’s isnt a bad choice (they get alot of my paycheck) I would argue Sherwin-Williams is a better option. If the price is close to the same why not go with someone who specializes in your need? You can take this example and adapt it to many different areas of your business.

The auto industry is noted for being WAY behind the technology curve. I have noticed this first hand ever since I started working in digital communications at Hare Chevrolet. With the buzz around social media, new media and internet marketing spreading like wildfire everyday the auto industry has taken notice. Car dealership principals who have a hard time sending email are now being told they have to be on Facebook and Twitter and and and.

The management at most car dealerships are smarter and more business savvy than they are given credit for, but not when it comes to new media. They listen to every consultant that posts an article on an industry think tank blog, speaks the language of the car dealer or attends the national conferences. They take their word as bible and regurgitate it to anyone that will listen and think they are in tune to this social media thing. Its amazing the amount of bad advice and tons of money being spent on new media inside an industry that doesnt understand the medium.

There are template websites that dont provide options for on page SEO best practices or flexibility. Consultants touting numerous micro-sites as the ticket to a link building strategy, only to have those sites not get indexed because of lack of content. Social media strategies that your 6th grader could tell you arent the best way to engage your customers.f

You may be saying “well thats because its the auto industry, WE know better” While you may have a good grasp on any one of the digital marketing strategies that need to be employed in this day and age I’d be willing to bet your company falls back into industry specific traps. If you use a website provider because they “tailor” their product to fit your industry, stop now. If you use a website provider because your competitor does, stop now. Find someone who specializes in website development. If you are selling products via your site then find an e-commerce specialist, not someone in your industry who offers “e-commerce optimization” of your site. They may have read a post or attending a conference on the topic but they dont practice it as their main way of bringing in income.

The website example is just one of many you can make. Plug in social media instead of website and you get the idea. Find someone who practices it and makes their living doing it, not someone who attending a conference or read a blog about it. Plug in whatever area of your business (not just digital marketing) you would like and if you use an industry specific vendor you are probably being short sighted and too narrow in your vendor options.

The same goes for your online presence and your education in this ever changing world. Dont listen, read and follow only people in your industry. Branch out. Take what a restaurant is doing and adapt it to your carpet cleaning business. Take what a car dealership is doing and adapt it to your wholesale document imaging company.

Another reason to look outside of your industry. Many times specialists and leaders in your area of need are located right in your own backyard. Hare Chevrolet is located in the Indianapolis suburb of Noblesville. A good portion of you reading this either already know the great talent located in and around Indy or you will be hearing from them soon. Hare is starting to align ourselves with local vendors such as Compendium Blogware and have been in contact with industry leaders Slingshot SEO and ExactTarget, both based in Indy. Why wouldnt we use a firm in our backyard who is an international leader in their area of expertise? Most times your local vendors are in the same price point, or cheaper, as your current vendors regardless of where you live or your business is headquartered.

The other added benefit to branching outside of your industry and dealing locally? Your local vendors will, or should, promote you through their posting of their own work throughout their networks. Guess who is in their networks? You guessed right, your customers. Think your customers follow, have heard of or interact with that consultant or industry specific web firm on the coast? Doubt it.

Facebook Evolution: Business Communication Tool to Viable Conversion Platform

Since 2002, Chad H. Pollitt has played an integral role in designing, developing, deploying, executing and tracking robust web marketing strategies for over 100 client companies and organizations and is an internet marketing expert. He holds a BS in Entrepreneurship from the Indiana University Kelley School of Business and an Internet Marketing Masters Certification from the University of San Francisco’s prestigious School of Business and Management.

With over 400 million users, a valuation of greater than $10 billion and the recent title of most traveled place on the “Internets,” Facebook has become a juggernaut.  As a result, businesses are scrambling to find their place on this most popular internet platform and have been for the last several years.  Their biggest challenge isn’t setting up a Facebook Fan Page, but the deployment of a viable and measurable strategy that converts visitors into customers.

Social Media is a communication tool by its very nature and lacks a true internet marketing sales funnel that businesses can utilize to convince visitors to take action.  Facebook is no different.  These strategic sales funnels are usually reserved for the company’s conversion platform, it’s website.  Because of this, businesses are forced to “encourage” visitors of their Facebook Fan page to take the leap from Facebook to their website.  Internet marketing professionals have known for years that click-through rates drop significantly when people have to jump to a different website.

As a communication tool, Facebook is great for building brand awareness, growing SOV, and building relationships.  As a conversion platform, Facebook is inflexible and breaks commonly known conversion conventions.  That has been changing over the last 12 months with the proliferation of custom applications that enable businesses to utilize more gracile elements of conversion conventions.  That all changed when Digital Hill Multimedia, Inc. launched its newest Facebook application called TabSite.

The Facebook TabSite application allows businesses to easily build a website on their Facebook Fan page.  This website can have multiple pages, a contact form and it even allows for the use of flash animation.  Companies will now have the ability to deploy a robust conversion strategy on their Facebook Fan page just like they would on their website.   With TabSite Facebook has officially evolved from a social media communication and networking tool to a robust conversion platform that businesses can take advantage of.

It is commonly accepted that people only go to the web for two reasons: to solve a problem or to be entertained. Most companies on Facebook are in the business of solving problems. As a result, applications such as TabSite allow for businesses to present their unique value proposition utilizing the creativity of a custom website and commonly used conversion conventions. Facebook Fan pages are also indexed by Google for search. This begs the question, will websites go away with Facebook being the preferred platform for gathering information? I believe it’s too early to tell, but companies like Honda have already began to push past and prospective customers to their Facebook Fan page in lue of their website. This may be the next logical evolutionary step for Facebook and social media.

Bye, Bye Barbie – Hello BlackBerry

– Caity Kauffman is a 20-year-old, social media-obsessed journalism student dabbling in sports writing, news writing and broadcast. Follow her on twitter at @caitykauffman.

As technology is filtering down to younger and younger generations (I have a friend who gave his three-year-old niece his iPhone when he upgraded to the 3G. No joke.) there is a rise in the concern of its effects on the developing brain.

Being born in the late-1980s, I’m the first generation to literally grow up in a digital world. Somewhere in the depths of a scrapbook, there’s baby picture of me poking away at an IBM computer the size of mini-fridge. When I was 10-years-old, my parents gave me my first desktop Gateway. I filmed and digitally edited my 13th birthday party, and the same year I got my first cell phone – a silver Motorola flip phone the size of a brick. I don’t have veins, I have wires.

Question is: is the digital world helping the Internet generation utilize our brains, or are we just distracting it with multitasking overload?

There are times, I’ll admit, my digital savvy has been more distracting than productive. I’ve fiddled away hours clicking through Facebook statuses or played mindless hours of Guitar Hero until my thumb nearly cracks off.

Last week, my honors reading class at Florida Gulf Coast University discussed of Don Tapscott’s “Grown Up Digital: How the Net Generation Is Changing Your World.” Our class of seven (plus one journalism professor to keep us on track) seemed to all agree that the baby boomers’ implications that NetGen-ers lack concentration, productivity and retain less information aren’t all true.

Tapscott wrote about interactive technology, and how regularly playing an action video game can change how the brain processes information.

John, an outspoken, bearded philosophy major can vouch for video games, using Halo as an example. “You notice your radar, how much ammo you have, where your teammates are, how much life you have left all while you’re having a conversation with your team on a headset,” he says.  “We are able to instantly compartmentalize every aspect of the game.”

I guess it’s no surprise teenage boys lock themselves into their bedrooms for hours at a time, committing virtual massacres inside their TV screen: there’s a hell of a lot to process simultaneously.

Audrey, a soft spoken 21-year-old from Malaysia, takes multitasking to an entirely new realm. She says in order to concentrate, she listens to Chinese music (one of four languages she speaks) as she reads her textbooks that are written in English, writes her blog in English all while switching back and forth from Facebook.

She does admit the the United States’ reliance on technology has made her a little lazy since moving to the states to attend college. “I grew up in Malaysia, and we had to memorize a lot,” she says. “Here, we copy and paste. I think it has to do with culture.”

But why memorize when we carry around Google on our iPhones?

As much as my generation is reliant on our BlackBerrys to help us find the nearest coffee shop, I think it has to be more with efficiency than laziness. The world moves faster than ever, and there’s an increasing urgency for productivity. If Merriam-Webster says “google” is a legitimate verb, then Google I will.

Why Aren’t You Integrating Your Marketing?

I need to rant. I picked up REACH magazine while hanging out in my apartment yesterday… do we all know what is inside the Reach magazine? Coupons… a ton of coupons from local

businesses…spreading their message and product across the city.

I am all about coupons. I use coupons to buy food, clothing, and services. There was only one problem with the hundred (or so) ads/coupons in the magazine. There were no links associated with social media on any of the coupons. I could not find one logo from  Facebook, Twitter, or Myspace throughout the entire catalog.

This does not make any sense to me… not one bit of sense.

Why wouldn’t you integrate the different forms of media on your coupons? Why wouldn’t you show every type of touchpoint to a buyer? Even the website addresses of the companies failed to show the social media connections on the homepage.

This is absolutely idiotic and ridiculous.

Setting up a Facebook Fan Page, Twitter account, or Myspace page is FREE. The only thing that social media can cost you (initially) is your time. Why wouldn’t you setup different accounts to capture potential clients in multiple ways… multiple touchpoints… multiple places.

There are multiple levels of marketing to capture the interests of an individual. It is absolutely ridiculous that a social networking was not mentioned ONCE in the catalog.

In my mind… I would want to capture every single individual who was on social media and was ALSO picking out my coupons… why would I want this type of individual? THEY ARE THE BUYER. They are the influencer. They are the one that spends money with your brand. They are the one you need to communicate with on a daily basis. If they are on social media… why not connect with them on a completely different level then Reach Magazine or newspaper coupons.

And on a second note… their friends are with them on the social networks. Welcome to the best viral marketing you could ever possibly want, need, or desire.

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Only the Passionate Survive

I’m going to be completely transparent with you right now… not because it is something all of us “preach” in the world of Internet communication… but because this is where real and meaningful content is created.

I’ve been dragging through my life the past couple of months and I’m trying to put my finger on it… put my finger on the pulse that has been slowly fading… trying (like many people) to figure it all out.

I’m not dragging because a lack of great business. I’m not dragging because a lack of business or professional recognition. Everything is good in the world of business and I am blessed.

Maybe I just need a reboot? Maybe I just need something to push me into the realm of satisfaction? Maybe the key is… I’ll never be satisfied… and maybe I am okay with the notion of never stopping.

Maybe it is just the stress of owning a small business… but maybe I am okay with that as well!

Through my life I have read countless business books. I have had the pleasure of reading everything from Losing My Virginity by Richard Branson to Made to Stick by the Heath brothers and there seems to be a central theme in every book:

Passionate individuals

Richard Branson LOVED music. The Heath brothers taught us the art of telling stories about the things we LOVE to do. The central theme creeps through every page… the theme of only the passionate surviving.  Seth Godin’s recent blog post talks about passion in the workplace:

“I don’t think there’s a relationship between what you do and how important you think the work is. I think there’s a relationship between who you are and how important you think the work is.”

It is truly only the passionate that survive through owning businesses, economic downturn, and competitive environments. It is only the passionate that are creative enough to push into new territories, use new technology, and create new products.

You have to be obsessed with what you do… up to the point of it becoming a true passion.

What does it mean to have true passion?

1. You have the ingenuity and drive to create new products and offerings for your clients.
2. You don’t hesitate at change and welcome diversity.
3. New technology and communication techniques are implemented… always.
4. Your employees love what they do… they are the direct reflection of yourself.
5. You are known as the go-to-person in your location and industry because people can sense the passion in your eyes.

You could create an endless list but I am set on the idea that creativity and innovation are a sign of true passion.

I am going to make a conscious effort to rediscover that true passion and push past the worthless space of “not-knowing.” Life is way to short not to know what you want to do.

And if you are not feeling the “passion.” Find another way.. find another route.. find that diamond in the rough.

Social Media Changed My Life!

This weeks guest blog post is by Becky Robinson, a social media consultant and blogger for Mountain State University.   (Do you want more than that?) If so: She is also the mother of three daughters and currently lives in Chicago, IL.

This week marks the one year anniversary of my entry into the social media world.

I am going to say something bold (and risk sounding corny, too):

SOCIAL MEDIA CHANGED MY LIFE.

I am still the same person at my core: my values, my beliefs, and my purpose, but becoming involved in social media has changed my habits, my activities, and my aspirations. I have a new career path and every day brings new relationships and opportunities.

My social media involvement started with Facebook, last New Year’s Day. Less than a month into my Facebook experiment, I reconnected with lots of old friends. Then one day, a high school classmate I hadn’t talked to or seen in more than twenty years posted a status update looking for freelance writers.

I have always wanted to write. At age 8, my friends and I created newspapers and went door to door trying to sell them. As a preteen, I filled a series of flannel covered journals with lines of poetry and stories.

I majored in creative writing in college but after graduation I got married, went to grad school, and got a job (not writing). After several years of 9 to 5, and 12 weeks of maternity leave, I wanted nothing more than to stay home with my daughter, so that’s what I did. Three daughters and 8 years later, I had a store of creative energy waiting to be unleashed.

Being involved in social media has given me an outlet for creativity and means for connecting in relationships with people all over the world. On a personal level, blogging, Facebook, and Twitter are just plain fun.

Professionally, though, social media has provides an amazing platform for building not only my personal brand, but also the brand of the university that I represent.

My old friend John, who got me started with freelancing, works for the marketing department at Mountain State University. When I became a part of the team there, we started to explore the impact we could make with social media.

We started with a blog. To the blog, we added a Twitter presence. Then we started to experiment with expanding the university’s Facebook presence.

The whole point of social media for Mountain State – for anyone – is relationships. We are finding new approaches to connect with current students, new ways to make our brand known to potential students. We are finding new methods to delight and engage our students, and new avenues to involve them in community with each other.

And you know the best part? It’s really just plain fun.

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The Basics of Human Desire in Marketing

What do all marketers strive for when creating a campaign? Is it a creative ad? Of course.
Is it a funny jingle? Sometimes.
Is it a memorable moment? They try.

We (marketers) live and breathe for the opportunity to create a campaign that will move people. It is moving the consumer to action through an emotional drive that drags us out of bed in the morning. We strive to reach that point of peaking human desire.

Meeting with clients and potential clients today I was moved by their desire and pure drive for their companies to succeed. They were thrilled with the concept of creating a campaign that drove the base of human emotion.. something that thrilled to the point of action… something that told a story.

Tools like Facebook and Twitter in the world of Social media bring a new platform that encourages the pursuit of that emotional campaign. In all honesty it IS THE PLATFORM to create this thrill.

There is no other medium on earth that allows for the human connection quite like social media. You can drive evangelists of your product to bring others to your door in a fraction of a second.You can encourage individuals all over the world to communicate and help… make.. your service or product better.

How are you encouraging communication between current and potential clients? Isn’t it about time to start?

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Take A Breath and Be Human

Go. Go. Go. Go.
Faster… Stronger… Better
I have to get it out… if I don’t… I will not be heard! I can’t let it go… I have to get out there!
Go. Go. Go. Go.

It is exhausting…. and yet somewhat fulfilling.

Every business owner can relate to this exhausting form of competitive spirit that overlaps everything from social media marketing to traditional marketing. You have to be first… You have to be the best… You have to be ahead.

I was scanning my Twitter feed this morning and Roger Byrne of Social Media Fish had a great post:

In your search to be the fastest and most comprehensive news provider on Twitter take a breath and be human (@imrogb)

It wasn’t a connection for me in terms of being the “fastest and most comprehensive news provider on Twitter.” I could really care less on how fast a tweet is sent out or how many “lists” I am on. I don’t know about you…. but sometimes I forget about the concept of taking a breath and being human. You get caught up in the race… in the push to be better… you forget about the fundamentals of running a business and your life.

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News Flash. Advertising Isn’t Dying. It’s Adapting.

This is my last post on the Razorfish FEED 09 Brand Experience Report. One thing I have learned while reading and studying the social media report is that marketing and advertising is not dieing… it is merely adapting. This may be old news to many of you but (in the social media world) the cry of the DEATH OF ADVERTISING… is constant… loud and clear. I have even taken up the battle-axe and screamed to the heavens about the slow death of the ad world.

Truth is… advertising will never be dead. The cycle of product promotion will always be a staple in the world of entertainment and communication. It is changing and adjusting with the fast changing world of online communication! The digital experience of the consumer is changing the way we communicate as brands… as companies. From Razorfish:

“According to our research, the overwhelming majority of consumers who actively engage with a brand digitally–whether by entering a contest, “friending” a brand on Facebook, or even watching an advert on YouTube–show dramatic upticks across the entire marketing funnel. Simply put, digital brand experience create customers.” (pg 4)

This change is not only happening in the world of social media but beyond… Consumers are engaging with brands on a completely different level. Through digital marketing and brand experiences consumers now have the CHOICE to communicate with a brand.

So what does this mean to us… the business owner, marketing executive, and sales person?

Shifting your marketing… adapting and changing with your environment is only the beginning. The world is changing and the business landscape will shift with it. Are you positioning yourself to take advantage of the future?

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Why Do People Follow Brands? Conversation or Deals?

This is the second post about the Razorfish FEED 2009 Report… as promised. I was reading a post from my friend Todd Muffley over at Fat Atom and it got me thinking about the future of online communication. His post is entitled, “Is Social Media One Big Coupon Book?” The premise of the post is captured in two sentences:

“If Social Media does become one big coupon book, watch out Newspaper, Magazine, Radio, TV and Direct Mail (to name a few). The old school push model of coupon distribution may just go the way of the VCR.”

The post is (of course) fueled by the Razorfish study which states that of “those that follow a brand on Twitter, 44% say that access to deals is the main reason. The same holds true for those that added a brand on Facebook or Myspace, where 37% cite access to exclusive deals or offers as their main reason.” (pg 9)

Now, the Razorfish study does not give a voice to all 200 million people using broadband Internet access but it does create a platform for discussing the main draw of social media. I would venture to say that the main reason a user FIRST joins a fanpage or follows a brand on Twitter is because of a contest or promotion. Once the individual becomes a fan the SECOND step is interacting with that fan in order to build some type of trust. Repeat customers are the best customers… nay… repeat customers with friends are the best customers.

There is always a conversation buried in the depths of a relationship being built between a customer and a brand. Where that relationship starts? Who knows? The important thing to remember is to have the conversation… which eventually leads to conversion.

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