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Posts Tagged ‘social media marketing’

How Non-Profits can use Facebook successfully

Using Facebook, Non-Profits can generate Awareness and Raise Funds

Facebook for Non-ProfitsWhile non-profits may not allocate extra funds to stakeholders, charitable organizations still have a bottom line — to spread their message and accomplish their mission. To do this, strategic planning, which includes digital outreach, is involved. That’s why a growing number of non-profits are using social media to draw attention to their goals.

And what better way to start with Facebook, the undisputed leader of the social media space as the medium of choice. It makes sense to create a presence on one of the top five Web sites on the Internet where people are already regularly visiting rather than expecting users to find you.

It serves the need of sensitizing vast sections of the population with the issue your organization holds so close its heart. Help everyone throughout the world be a part of the great cause each of the non profits support and believe in so passionately.

If your nonprofit has video content, podcasts, interviews, or documents just languishing on your desktop, creating a presence on Facebook provides an easy way to upload these types of media, without spending the time or resources required for updating your own Web site.

It can allow organizations to plug into an existing audience of organizations that have opted into similar interest groups. It can also help organizations collaborate, connect easily, and increase their network of volunteer and supporters.

Facebook gives organizations a venue to quickly broadcast a message to a large list without getting blacklisted by an Internet service provider (ISP) or having their message get caught in a spam filter. In addition, the event-posting capabilities allow organizations to advertise upcoming events easily and efficiently.

The top ways to make it work for your non profit:

Inspire Direct Action! : Social-friendly applications Tweet4Good, SixDegrees and even PayPal make accepting on-the-spot donations easy for non-profits and mission-driven organizations. Make it easy for people who want to give, and put one of these tools to use now

Monitor & Engage : Facebook Social Ads tap into the incredible treasure trove of information people publish about themselves. It’s easily the most valuable marketing database on Earth – Microsoft invested $240 million for a 1.6% stake in Facebook. Use a publishing and analytics solution that heps you optimize on the time and frequency of your messages.

Crowd sourcing : Ask your users and leverage on the millions of ideas from the users. Ask for new strategies, ways to raise fund or even a tagline. Build on each other’s creativity in an unpredictably powerful way.

Now that you have kick started your awesome facebook page to support your cause; it’s time for some expert and professional service to truly unleash the power of social media for your organization. We at ObjectiveMarketer have helped Non-Profits like Ashoka.org and many others in their endeavor to increase public awareness and involvement, by using revolutionary social networking solutions to all your social media marketing needs. Sign up now for a Free trial or write to us at info@objectivemarketer.com to find out about the discount rates we offer for Non-Profits and how ObjectiveMarketer can be of service to your non-profit.

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ObjectiveMarketer Adds White Label Services to its Social Media Management Platform

Objectivemarketer Logo

Redwood City, CA, July 7, 2010 / — ObjectiveMarketer, the leading provider of Social Media Management Platform that offers solution to manage and measure social media effectiveness, today announced the availability of their white labeling services.

(Press Release) – Jul 08, 2010 – The new white label services from ObjectiveMarketer will provide businesses and their agencies the ability to retain and promote their brand identity, while still using the powerful capabilities of the platform to increase their outreach on social channels.

“It is very important for brands to be present, visible, and searchable. With ObjectiveMarketer’s new white label services brands get maximum visibility at every social footprint and an opportunity to build an overall brand consistency”, said Amita Paul, CEO, ObjectiveMarketer. “There is a big opportunity for brands to establish connection with prospects and customers on social channels, and we want to make sure that there is continuity in these connections. For small businesses, and agencies it is a great opportunity to increase brand recognition”, adds Ms Paul.

Branded Application Names

Branded Application Names

With this latest offering, ObjectiveMarketer users can white label:
  • Application Name that users see as the source of the message. This application name can lead to a custom landing page
  • Branded URLs, which allows great opportunity for brand exposure and brand presence, which gets multiplied each time the branded URL is shared on social
  • The application user interface can be customized with logo and company name
ObjectiveMarketer platform continuously innovates to provide its users with maximum opportunity to meet their business goals including, but not limited to – significant increase in traffic, subscribers, clients, customers, strategic alliances and media attention. The white label services adds yet another powerful opportunity for the users of ObjectiveMarketer to benefit from their social media initiatives.
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ObjectiveMarketer, based in Redwood City, CA, is a fast growing provider of SAAS based social media management and marketing solutions. ObjectiveMarketer provides innovative and powerful solutions for creating, managing, and measuring social marketing campaigns. The platform is being used by companies in the fortune 500, agencies and several small – large businesses in maximizing their outreach on social channels. Amita Paul founded the company in 2009 to meet the growing need of marketers to tap the power of multi-channel social media marketing. Guy Kawasaki and Marylene Delbourg-Delphis are board members. To contact ObjectiveMarketer, go to http://objectivemarketer.com or email info@objectivemarketer.com

5 use cases of campaigns in ObjectiveMarketer

One of the first steps we recommend ObjectiveMarketer users, when they get started with the product, is to “create some campaigns“.

ObjectiveMarketer Campaigns

ObjectiveMarketer Campaigns - Like Folders, you can use to organize your messages.

A campaign means a different things to different people, depending on which side of the business they are coming from. In ObjectiveMarketer, the concept of campaigns is very simple – it is a group of similarly themed messages.  A campaign is created as a placeholder for contents, including messages and assets like YouTube video etc. A campaign in ObjectiveMarketer is akin to Folders in computer used to organize files, or it can be thought of as a Project, or a Program or an Initiative. Usually, a campaign in ObjectiveMarketer can be a part of a bigger organization wide campaign.

The concept of campaigns is one of the most powerful and unique features of  ObjectiveMarketer, which is designed to avoid randomness and to make social media management more strategy driven. The top five use cases suggesting reasons, why creating a campaign can be very helpful in a social media process are:

  1. Better organization of messages
  2. Makes communication more strategic
  3. Ability to audit content
  4. Implement A/B/n test scenarios
  5. Aggregate view of performance

Let us take each of them, one by one, with some real use cases.

Better organization of messages

Tammy works for a digital media agency, offering search, social and mobile marketing services.  To promote, and to increase the brand awareness of her agency, Tammy uses ObjectiveMarketer.  She creates three campaigns, each representing the three different focus areas of her business. For each of these campaigns, she structures her content and delivery options.

A simple way of organizing her messages like this allows Tammy to be completely in the know of where she is spending more time, and which of these areas are working better with her audience on social channels. Now that her communication strategy is streamlined, she can concentrate on things like “how to get new clients, and make existing ones happier”.

Makes communication more strategic

The most important reason why you should use Campaigns is that it allows you to be strategic, and helps you to plan before you publish.

Mike manages social media for a Real Estate business.  He plans ahead of time, what is the content he is going to use to engage his audience with.  He plans on some themes, which are his campaigns in ObjectiveMarketer, like:

  • Avoid Foreclosure – This campaign will share tips for those homeowners who are in trouble with their mortgage. These messages will create a positive image for the company, and will open threads for interaction and better user engagement.
  • First Time Buyer Tips – This campaign will share messages aimed at users who are 1st time buyers. This is a very niche set of users, and the purpose is again to educate and engage with users.
  • Congratulations! Houses Sold – This is an automated message, which is fed from their listing site and each time a property is sold, the message is sent out. This demonstrates the success of business, in very subtle manner.
  • Free Tours – One day of the week the real estate business offers free tours of the properties for the first 50 users who register. This is a promotional campaign, primarily a lead generation activity.

As can be seen above, just deciding upon the strategy of communication, and sticking to them helps you to plan further about what content to generate, where to get it from, how frequent the content needs to be shared and such – saving time, and working on things which have been well planned, and thought of.

Ability to audit content

Debbie likes to create her campaigns by the week.  So, beginning each month she creates 4 campaigns like June Week1, June Week2 … and she schedules messages for her campaigns ahead of time, sometimes for the next week too. This way she can take a look at her whole month broken by weeks even before the reports are generated.

Another interesting use case of creating campaigns for audit purposes is to create campaigns by user names. Each time, a user shares a content that user will select the campaign by her name.  This is an easy, effortless way of keeping tab of each individual users responsibility.

Implement A/B/n test scenarios

ObjectiveMarketer campaigns by design allow you to test different strategies. For example, the tone of the messages, the placement and use of keywords, the use of hashtags. How do you know, which type of messages get you more response from audience? A use case that was tried out by one of the ObjectiveMarketer users was as follows. He created two different campaigns, each one with a contrasting tone. In one, he used a more salesy pitch  and in the other, made it sound more informational – both leading to the same website. What he saw was that both received comparable number of clicks, but, the second one received a higher number of retweets, and got him more followers.  Once, you have identified what works for you, chose that as the winning strategy. And, with the feedback that ObjectiveMarketer stats provide, keep optimizing.

Aggregate view of performance

The best use case of ObjectiveMarketer campaigns is the ability to view an overall campaign performance. You can see an aggregate performance of your campaign, and compare different parameters for all your campaigns. You can create benchmark for your campaigns and try different ways to meet your campaign goals.

Summarizing it all

There are several ways in which a grouping of messages can help you be more systematic and strategic. If you have a use case, which is not mentioned here, please feel free to share. The step before monetizing from any initiative is managing. If you are managing well, you can make better plans for a sustainable business objective. And, the campaigns help you to consolidate, and manage your initiatives, aligning your social media goals with the bigger corporate goals.

As Guy Kawasaki once said,” if you are really trying to take the heat off Twitter Marketing, you better do it right“. And, ObjectiveMarketer campaigns are one of those tools that help you do it right.

ObjectiveMarketer gets new User Interface, and more…

Good news for ObjectiveMarketer fans.

I am very excited to unveil ObjectiveMarketer with its all new Look and Feel, today. ObjectiveMarketer is one of the leading platforms for Social Media management and marketing, and it makes me doubly excited to announce the addition of new reporting functionality with the brand new interface.

ObjectiveMarketer gets a New Look and Feel, and more...

ObjectiveMarketer gets a New Look and Feel, and more...

ObjectiveMarketer’s new design includes a change in the color scheme, and better navigation. The  color scheme stands out on the screen with shades of Blue, and represents the hues of Web 3.0 and Twitter. The change in the look and feel of the tabs is designed to make it much easier than before to navigate between features.  Few changes that existing users of ObjectiveMarketer will notice include:

  1. Report Tab (New)-  This has two options as of now : Campaign Summary Report and Campaign Metrics Comparison Reports. The Campaign Summary report gives information about the levels of Activity, Engagement and value for each campaign. The  “more” link in the same report provides information about the aggregate sum of all Campaign Activity and Engagements.

    ObjectiveMarketer Reports Tab

    Reports Tab is added in the main menu.

  2. Date / Time Range (New) – ObjectiveMarketer users can specify the Date /Time Range, including Today, Last 7 Days, Month to Date, Year to Date etc. The data in the report will be pulled at an aggregate level for the selected date/time range*.

    ObjectiveMarketer Reports can generate results on Date/Time Range

    Generate Reports based on Date/Time Range

  3. Tags is now a part of the Report Tab.
  4. Stream (real time Twitter Search, and engagement tool) is moved into the Tabs interface, as it is an integral part of the application.
  5. Search and Calendar have moved right, on to a new place.

    ObjectiveMarketer Calendar

    ObjectiveMarketer Calendar

  6. Post button (the heart of it all) gets a new icon – and who knows, this icon becomes synonymous to ObjectiveMarketer.

    Post Message Icon

    Post Message gets a new Icon

  7. The Accounts Link and Preferences options have been added to the Admin Tab.
  8. Trends – We are taking away Trends from this version of ObjectiveMarketer. If you select Trends (Reports Tab), you will get a message. We have great plans for the Trends but, we will build it on a different set of priorities.
  9. Help Links (New) – The all new help links are added to provide documentation about ObjectiveMarketer. Users should keep following the support portalor Slideshare Channels for more info on product features and FAQs.

    ObjectiveMarketer Help Resources

    ObjectiveMarketer Help Resources

Today’s news doesn’t stop at the User Interface and Usability features.  I will take the opportunity to share that in the near term future we are going to add several new upgrades to the product that will make sharing, managing, measuring and your overall social experience, even more powerful, even more enjoyable and even more rewarding.

To check out the brand new ObjectiveMarketer, go on over to http://app.objectivemarketer.com. Enjoy!

UPDATE: Clarification that the new ObjectiveMarketer will be rolled out gradually over the next few weeks.

Post by: Amita Paul, CEO of ObjectiveMarketer

On Spotlight: Preview before you post to Facebook

We have a large number of customers, who actively manage their Facebook Fan Page accounts to promote exclusive deals. During one of our webinar sessions, a request that was voted top across board was “Can we have the ability to customize the Facebook link preview?”.

A Facebook Link preview is generated by facebook when you share a Link.  If you do not have the ability to customize how the preview will look like, then Facebook will make a default selection for the Preview Image and Description.

For example, if you are sharing a link from http://dealoftheday.com the default preview that gets generated is shown below:

Mis-Matched Preview of Link on Facebook with the Content

Mis-Matched Preview of Link on Facebook with the Content

As can be seen, this image (Login) and the description conveys absolutely no meaning to the viewer. We thought the capability to edit preview of links on Facebook had a huge benefit.

So, here we go!

We have added a new feature in the Post Message functionality, where by, users can preview and edit how their messages will look like on Facebook, before publishing.

To use:

1. Click Post Message in ObjectiveMarketer
2. Write your message (For e.g.Have you checked out ObjectiveMarketer? http://objectivemarketer.com)
3. Click on the “More” link just below the post message box. This displays a randomly selected image, and a description.

Customize your Facebook Preview before your Post from ObjectiveMarketer

Customize your Facebook Preview before your Post from ObjectiveMarketer

4. You can click on the right and left arrow keys to select the image you want to be shown.
5. You can click on the editable text box, and enter the actual text that you want displayed next to the image. For example “Sign up NOW for 30 days free trial”

Post to Facebook. Preview Message

Post to Facebook. Edit the Message

6. Select the Facebook / Page that you want this displayed.
7. That is all. This is how it shows up in the Page:

Message displayed on Facebook

Edited Message displayed on Facebook

It is very important to maximize interaction, at every user touch point. With this new capability, ObjectiveMarketer users can customize the way their links are described on Facebook.

Do we have a winner here?

It's a winner!

Getting Re-united with Camaro

Camero - from $2800 to $250000

Camero - from $2800 to $250000

Yet another example where customers, fans and business owners work together on a mission – this time, of somewhat different kind. Papa John, the Pizza restaurant chain, celebrated 25th year anniversary – and the mission was to find back the car, owner (John Schnatter) had sold in 1983, to start the business. Lost love, you see! This car, the Camaro, was worth falling in love for, lets say, a collector’s dream. Why not? For the car that was sold for $2800 in 1983, was bought back at $250,000 – you calculate the appreciation.

What is interesting is the role, media and social sourcing played in the hunt, giving back Schnatter, not just the car, but, also a massive positive brand publicity. To thank, PapaJohn is offering “free pizza” to all Camaro owners at the restaurant.

By the way, I have an old Mustang Convertible  – just in case someone wanted to get reunited with?

The Meeting Point: Conversational Marketing and Direct Marketing

August 11, 2009 3 comments

Recently, I got a chance to exchange few emails with Shel Israel. And this sparked a discussion around conversational marketing and direct marketing in the contest of social media. My random thinking on the topic, is in this post.

New Territory, New Rules

New Territory, New Rules

New territory, new rules

When we watch television, we know after every 15 minutes there will be a 2 minute commercial break. Or, when we open our mail box, or the morning news paper, we know what percentage of the content is news and what is just promotional offers. In traditional media, we pretty much know when we are going to be exposed to a direct marketing campaign. And, marketers have had several opportunities to study the user behavior and reactions to this exposure. For example, there are reports that suggest, which days are the best to send emails, or what are the industry specific benchmark percentage of click through rates etc. Savvy diret marketers continuously read the metrics, and optimize their communication.

However, in Social Media – this rule is not so clear. There is no set parameter that tells me, say, every 10th message from company x will be a promotional message. And, since I like the company, as they have engaged me with conversation for the last 9 messages, I am now obliged to tune in to the promotional message as well. For example, you are a rental car company and you engage me in communication for 10 days because, you have found out that I travel a lot across state. And, on 10th day you suggest me to rent a brand of car from your Franchise, in cities where I travel. So, are you doing direct marketing on 10th day, or in all 10 days or not at all? Or, even though you know I need a car, you do not offer me the car – because it will be direct marketing? While, I completely believe in the value of conversational marketing, the goal of conversational marketing is not clear to me.

As a marketer, conversational marketing gives an opportunity to gain insight into a typical user, and also helps establish a sense of trust. However, I do not see conversational marketing an end in iteself. There is no doubt that the membership to social media is growing, and that an increasing number of members are spending more time on these channels. To participate in social media marketing, businesses will eventually need to find that meeting point where conversational marketing meets direct marketing. Direct Marketing, needs to be more feedback based, creative and non-disruptive. It is only when, conversational marketing and direct marketing co-exist, with the eco-system thrive.