2min Video Teaser for Women 2.0 Start up Competition

October 20, 2010 1 comment

ObjectiveMarketer is a finalist in the Start-up competition organized by women 2.0.

Featuring, Guy Kawasaki, Susan Bratton, Dave Evans , Marylene Delbourg Delphis and ObjectiveMarketer – this 2 min video was submitted as a part of the application for the women 2.0 startup competition. Check it out and feel free to share!

Read more about the women 2.0 pitch contest and the application process here.

Categories: Uncategorized

Women 2.0 Startup Competition – ObjectiveMarketer is a finalist!

October 20, 2010 2 comments

ObjectiveMarketer was today, announced as a finalist of the Women 2.0 Startup Competition in the Web Applications category.  Amita Paul, Founder of ObjectiveMarketer will be making a presentation for the winning position on Nov 4.  Write to us for special discounts to Women 2.0 Live Pitch Event on Nov 4th – info@objectivemarketer.com

About the Competition

Pitch 2010 Women 2.0 Competition

Pitch 2010 Women 2.0 Competition

The 4th Annual PITCH: Women 2.0 Startup Competition was open to early-stage ventures around the world, from high growth business ventures in web to mobile, from cleantech to biotech. A female in the founding team was one of the necessary criterion for the applicants.

The finalists will be making a 5 min pitch to a live audience comprising of  VCs, Angel Investors, Entrepreneurs, Press etc.

The Application Process

The application process included 3 different segments. Each segment required precise explanation of the business as the formats were all limited by words, dimension and time:

  1. Application form – entries were focussed on different aspects of business, and each entry was limited to few words.
  2. Business Plan on a Paper Napkin –  This is a very interesting segment, where your business plan has to be put on a paper napkin of dimensions 7inX7in.  The last minute hand -delivered submission of the paper napkin at the UPS store women 2.0 drop box was a great high!
  3. Pitch Video – A 2-5 minute video of your business, not as an investor pitch, but as a commercial for prospects. It was a great video featuring Guy Kawasaki, Dave Evans, Marylene Delbourg-delphis and Susan Bratton – all high profile celebrities participating in the video, on a short notice – and making a great film of high production quality. Special thanks goes to the video editor, who mixed all the clips – again in a short notice! The video can be seen here.

Pitch Night – Cheer for ObjectiveMarketer

The Pitch Night - ObjectiveMarketer Presents on Nov 5th

ObjectiveMarketer Presents -Nov 5th

 

The Pitch Night is on Thursday, November 4, 2010 in San Francisco – the biggest Women 2.0 event of the year!

Watch ObjectiveMarketer and the other 8 finalists of the Women 2.0 Startup Competition pitch LIVE and see who wins. You can also vote live to your favorite finalist using your mobile phones. To Cheer ObjectiveMarketer:


Categories: Uncategorized

Gap Logo Chasing “Likes” – Twitter buzzing with reactions!

Partner from Ogilvy - Ad Agency, offers a revamped logo

Will do it for Free!

Ever since, GAP announced the new logo, Twitter has been buzzing with reactions. Well, of course the immediate first reaction these days, comes from the active and the vocal users, on Twitter. While, the new Logo of GAP is chasing  “likes”, an Ogilvly partner offers to whip up a revamped logo free of charge.

The all so popular logo of Gap and the new version are shown below:

Original GAP Image

Original and the New GAP Logo

So, what do you think? Let us know @objMarketer.

Categories: Uncategorized

SME’s catching up on Social Media

SMEs catching up on Social Media

SMEs catching up on Social Media

Small business owners play multiple / every role in their company. They are required to do the accounting, marketing, public relations and customer service. And, it is not hard to see why they don’t have time to dedicate to a social media strategy. Big businesses hire people specifically for social media marketing. Smaller businesses are being left behind.

According to a recent Citibank survey, 81% of small businesses are not using social media. “This survey shows that many small businesses have yet to add new tools to traditional marketing methods that they have found effective in the past,” said Raj Seshadri, head of Small Business Banking at Citibank.

In order to make it easy for small businesses to adopt social media strategies, it is important to  look at the situation from a very grass roots perspective. Let us say, while eating at a neighborhood restaurant that you have never tried; just try to think, “How did I not know about this place?” The answer might be very simple: Chances are nobody in the real world might have told anything. In this social world, word-of-mouth is one of the most trusted sources for new products and services. In fact, 78% of consumers trust peer recommendations. If small businesses want to get noticed, they have to build a loyal customer base, not just with the people who visit their place of business but with people who have never stopped in.

Social Media results are not necessarily instant – you have to plan your strategies in advance, and consistently and diligently implement your plan – optimizing as you proceed.  The means that you employ should let you do more, with less. Some of the techniques that you can adopt include:

  • Set rules for Follower Management
  • Automate Messages relevant to your target market
  • Give exposure to your brand in every user touch point
  • Create, Compare, evaluate and optimize – repeat

The question isn’t whether a customer wants a product or service…they can figure that one out on their own once they are exposed to them. It’s deciding who they purchase that product or service from, that matters. Be it any channel – traditional like Print, TV etc or the very young social media, there is one common characteristic of your communication – making your messages “conversation worthy”.

In Social Media, Always Be The Host, Not The Master!

Brand v/s Consumer Activity on Twitter

According to a report by eMarketer, “marketers are using a significantly greater share of their tweets to push out news and information rather than converse with other users. Just 16% of brands’ tweets use the “@” symbol, a sign of back-and-forth engagement on the service – very low compared to consumer stats, which is almost 43%.”

Brands activity on Twitter

Consumer activity on Twitter

Stats in Isolation, do not Mean Anything

Indeed, the very fabric of Internet is changing into a platform that facilitates conversation. Consumers are now engaging in conversation with countless others through network of friends, across international boundaries, and who probably they have never physically met – connected through shared interest, belief or philosophy. In this evolution of consumer-brand relationship, Brands that have successfully adapted to the changing consumers are the ones that have found ways to foster and nurture a community of their most loyal fans.

However, an “engagement service/ system” for brands, which is both scalable and efficient, is essentially a community of enthusiasts and loyal supporter who engage for and on-behalf of the brands, and not necessarily the numbers of @ they accumulate over time.

Brands Builds Communities, Gathers Advocates

Let your Community be the Voice of your Brand

Let your Community be the Voice of your Brand

If you are spending your ‘social media time’ to listen to all mentions of your brands as they happen, and respond to them real time –either you are not working strategically or you have surplus resources.  Assigning a dedicated resource 24×7 to respond to mentions is not “long-term” thinking. Listening is very important – and, there is a value in aggregating response, which is not collected in isolation – to understand patterns / behaviors and to identify collective insights of your brand mentions. However, it is neither scalable nor necessary to put a resource for real time response to all brand mentions – as they happen. A real time response is great, but it need not come from you. Instead, a brand can help create and manage a thriving community in each network – that stands up for the brand.  For example, when a prospect asks a question about a product, and a friend from the network responds to this query, the recommendation sounds much more real and convincing.

The Intuit Example

One brand that comes to mind, when you think of community involvement is Intuit. In 2009 the company built community right into their products. Users have become company ambassadors and today, 70% of users get their answers from the community site versus customer support – significantly driving down support costs. Intuit is leveraging Twitter and observing customer-created videos on YouTube that showcase Intuit’s products.”

There are endless list of successful brand communities like Running Plus (Nike), My Starbucks Idea, Dell Ideastrom, eBay Powersellers etc. These communities are present everywhere and doing well with or without user interaction directly.

Bring Community Building in your Agenda

Build your community - From diverse population, with same passion for your brand.

Build your community - From diverse population, with same passion for your brand.

Here are some pointers which will help you kick start your own community with better results:

  • Identify the loyal supporters of your brands – These are the influencers, who amplify your messages to a larger audience, and are those few loyal supporters, who are also respected in their communities. It makes a great sense to nurture, and acknowledge their help in building your brand. Read about how you can get this information from ObjectiveMarketer.
  • Foster many-to-many relationships. A brand community is not a one-to-many relationship—that’s brand autocracy. People need to interact with each other and not simply “the brand” if you want to create a successful brand community. Therefore, build peer-to-peer communication into your structure.
  • Don’t create “more.” Massive amounts of information is being created about your brand and distributed across the web everyday. Rather than spend time asking people to create more content, make it easy for people to enjoy and engage with the stuff that already exists.
  • Let your advocates advocate. The only way to inspire your best advocates is to let them work their magic without interference except in issues of ethics and legality. Your advocates are not pawns—they are your partners, so treat them that way.
  • Observe the 1-9-90 rule. This new rule, pioneered by Josh Bernoff and Charlene Li in their seminal book Groundswell, is quickly becoming a standard: 1% of your population will create content, 9% will comment or engage with it, and 90% will just browse. Voyeurs rule the online world, so keep this in mind.

Finally always keep in mind the three golden rules:

  • WORD OF MOUTH DRIVES CHOICE
  • CUSTOMERS TRUST, RELY AND ACT ON ADVICE FROM PEOPLE THEY KNOW
  • ALWAYS BE THE “HOST” & NOT THE “MASTER”

An interesting article was published on The Fast Company, and the following thoughts do great justice to summarize the content of this blogpost “The one thing to remember: the turbo charger (social media) is useless without an engine (passionate customers). Businesses must offer a great customer experience to draw in those passionate customers, who will in turn spread the word about your products and services.”

What makes contents go viral?

August 10, 2010 2 comments

Produce Contents that go Viral

Produce Contents that go Viral

There is no such thing as as “Viral Video” or a “Viral Content”. You produce the Right Content, with Good Timing and Proper Placements, and the chances of your contents getting viral become high. A trigger, a catalyst, right medium are must for the Chain Reaction to take place.

Wish, there was a proven formula! In absence of one, the best ways to understand what works and what doesn’t is to see what has worked and what has not worked in the past. Based on our study of some successful campaigns of the past, the following are essential ingredients for a content to generate enough curiosity and sharability:

Takeaways – A content that is rich in tips that can be immediately applied to your work has a great quotient for like-ability and sharability.

For example, we studied some tweets of ObjectiveMarketer users, and we found that the tweets that received the more number of Retweets consistently  (a measure of viral messages on Twitter) were those that had some  tips or tricks of the trade. Like this one from Trey Pennington, whose Tweet “How to Set up Google Analytis for Facebook” was on a wild fire the day, he tweeted this.

How to set up Google Analytics on Facebook Page

How to set up Google Analytics on Facebook Page

Relevance How relevant and timely is your content will lead to the “immediate absorption” of the content, and “the race to share it first”.  For example, this humor video with sarcasm about the BP Oil Spill Scandal received more than 10.4 million views, only on YouTube. This of course fits in the category of humor – but, mind you – timing is the most important element with humor!

Controversy And, not just for the sake of it.  It is essentially putting across a point of view, and suggesting why the stated is not acceptable. It also depends on the tone, the questions that you ask, and the issues that you point out, that makes for a controversial yet, relevant content. Calling it debatable is a better presentation of this kind of content.

A case in point could be the defense for HP’s ousted CEO Mark Hurd, coming from his close friend, and Oracle chief “Larry Ellison”.  What makes this news (apart from the details of the news) is the statement from Larry Ellison:

“The H.P. board just made the worst personnel decision since the idiots on the Apple board fired Steve Jobs many years ago,” Mr. Ellison wrote. “That decision nearly destroyed Apple and would have if Steve hadn’t come back and saved them.”

Now, this statement makes it indeed quote-worthy and debatable! In today morning’s San Jose Mercury news itself, there were two columnists discussing this from two different angles. That is the power of sparking a question, or picking from a flame from fire somewhere.

Humor It is the most over-rated category of contents. If we look at the Top Categories of videos that are shared from YouTube, humor is not necessarily in the top 3.

Top Categories by Share on YouTube

Top Categories by Share on YouTube

But, the truth is, humor spreads fast! It is a great way to tell a story, tell someone that you are wrong, and still not be beaten for that.  Humor is the best bet, if you are not sure about which emotions to tickle.

If you want ONE example of how to use humor and good content – to promote interesting content, you must subscribe to the GoDaddy Channels!

Purple Cow The last tip for today is borrowed from  the very popular Seth Godin’s concept of “Purple Cow”. Who stops by to look at a white cow, every one would, if it were purple! Try something different, unique …larger than life. Share a content not readily available, or about something that not everyone can experience.  Through your story, share an experience, which is real, but, feels surreal.Try updating your message with “Just did Bungee Jumping” and see the comments you get” compared to “Ate Cereals for breakfast”.

Larger than life experiences

Larger than life experiences

So, what is your content strategy? Do you have a story that went really wild online? Share with us!

larry ellison defends HP CEO

Campaign HeatMaps – Know your Campaign Sweet-Spot

We have figured it out, more or less, that the best day to launch an email campaign is  “Tuesday” – based on logic as well as stats collected on click percentage the emails receive when sent out during the week.

Social Media usage is very different than email usage. And, as such to come up with a generic benchmark like with emails, may not be ideal – and also too pre-mature at this stage. The best benchmark would be to know from your own stats, generated by interactions from your own followers / fans of social channels – suggesting the days and times, when your audience is most attentive. Again, depending on what type of message it is (for e.g. promotional v/s casual) the response of your audience would be different.

Campaign sweetSpot - ObjectiveMarketer HeatMap
Campaign Sweet-Spot: ObjectiveMarketer Heat-Map

ObjectiveMarketer has a very useful feature to provide you with an answer to the “sweetspot” question for your campaigns and it is called Campaign HeatMap. It shows you the aggregate performance of all clicks in your campaign in a day of the week X time of the day matrix. Getting this information at the campaign level also helps identify the pattern for different kind of messages. This graph visually tells you on what day and at what time, your campaign has received maximum number of clicks.

Now, you can use this information when you are deciding to launch a big announcement. Based on your past stats and patterns of clicks received by your audience, this can be a crucial piece of information you need to get a sense of timing for your campaigns.

What more information you think can make this heatmap more useful? Please, do share with us!Let’s begin the conversation.

If you would like to try this feature and several other such useful capabilities of ObjectiveMarketer, please sign up for 15 days free trial at http://app.objectivemarketer.com