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Click & Read:
Most of it is annoying.
Most of those doing it are not doing it right.
What are “they” not doing “right”?
They are treating it as a traditional advertising avenue, where you try and sell stuff by pushing out your stuff to anyone and everyone who may follow you, like you or add you to their Google+ Circles.
The right way, in my opinion is to:
Be social. That means conversational. Talk, listen, respond. This is two-way conversation.
Target. There are people who want to spend money with you, and if you take a strategic approach to find those folks and stop blasting the rest of us to the point of annoyance, you can use Social Media Channels to enhance your business reputation and sell stuff too.
The RAB shared this report:
Two-Thirds of Local Merchants Advertise on Social Network; One-Fifth Use Facebook
According to MerchantCircle, new local ad offerings from Facebook are making inroads with local merchants and may put increasing pressure on Google and pure-play deals companies such as Groupon for share of local marketing budgets. With its huge consumer adoption, ease-of-use and low barrier to entry, Facebook continues to be the most popular digital site for merchants to market their business, though, overall, 66% are using the social network for marketing.
The survey shows 22% of local merchants have used Facebook Ads, two-thirds would use them again and show increasing favorability towards group deals, with 77% now saying they would offer another daily deal.
Darren Waddell, vice president of marketing at MerchantCircle, says “Facebook…has established (itself) as an important marketing channel for local businesses… and is effectively parlaying this popularity into local ad sales…”
Key conclusions from the survey include:
1. Facebook continues to be the most popular way for merchants to market their business, with 66% overall using the social network for marketing. Facebook’s targeted display ad offering boasts a remarkable 94% awareness rate among local merchants.
However, of the 35% of merchants who said they would not advertise with Facebook again, 69% said that the ads did not help them to acquire new customers, and 35% said the ads were too expensive.
2. The study indicates that familiarity with Facebook and Google will make these well-known brands a strong alternative to Groupon and LivingSocial, with 52% saying that familiarity with these brands would lead them to choose Facebook Deals or Google Offers over competitive offerings. Other reasons for choosing:
3. While three months ago, only 50% of merchants who had tried offering a group deal said they would do so again, 77% now say they would be willing to offer another daily deal, 58% citing effectiveness in customer acquisition, 30% favorable deal structure, and 24% profitability of the deal as their top three reasons.
Among those who wouldn’t offer another daily deal, 42% said that it was not effective in customer acquisition, 25% said it was too costly and 24% said they lost money.
Mixed opinions about the medium’s effectiveness for customer acquisition may be contributing to its slow growth among local merchants. This is not for lack of aggressive sales and marketing efforts, notes the report. 34% of respondents who offered a daily deal did so after being contacted by a sales rep, or 31% seeing an ad for the service.
4. Investment in traditional offline marketing methods continues to decline among local merchants. Over the past three months:
The popularity of location-based marketing services has also dropped over the past quarter. Data shows that 22% of businesses are using Facebook Places to market their business, while just 7% are using Foursquare. This is trending downward from the last survey in January 2011, when 32% said they were using Facebook Places and 9% said they were using Foursquare.
In spite of the hype around mobile marketing, just 18% of merchants report doing any sort of mobile marketing or advertising. Lack of understanding continues to be a major barrier to adoption: 71% of merchants state that they don’t have a good idea of how to reach consumers via mobile marketing. Additionally, only nine% said they own a tablet, with 9% said they planned to buy one in the next six months.
5. Local merchants continue to have little time or money for marketing. 61% of local merchants are spending less than $2,500 a year on marketing, and 73% have no plans to raise their budgets this year. Time is also a critical issue for merchants, with 37% citing lack of time and resources as their top marketing challenge.
(Source: The Center for Media Research, 06/28/11)
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Click and read these as bedtime stories… if you want:
from Amy at Mediapost:
Handlebar moustaches. Bubblegum love. The “V” on the big screen. Let’s launch!
The conclusion of “Project Shiphunt” is 5:30 long, but worth watching. Back in May, Sony and Intel gave five high school students from Saginaw, Mich. a challenging mission: use Sony laptops with Intel core processors to locate shipwrecks in deep water off Presque Isle in Lake Huron. What an adventure. Working with scientists, the kids found a shipwreck, the M.F. Merrick. Watch it here. The kids also found a second shipwreck, the Etruria, all of which will be documented on an hour-long special Aug. 30 on Current Media. 180LA and @radical.media created the campaign.
What I love most about this initiative is that a car company improved two blocks of pedestrian walkways for San Francisco resident and tourists. To promote the Audi A7, the brand and its agency, Venables Bell & Partners, teamed up with the Union Square Business Improvement District to launch The Audi Design Project: Progress on Powell Street. Designed by Walter Hood, The Powell Street Promenade transformed two blocks between Ellis and Geary Streets into an area where people can eat, relax and use free WiFi. An additional six feet of pedestrian space was added, making room for custom-designed aluminum benches, planters, tables, rails and bike parking. LED lights illuminate the space via power collected from solar panels. Check out the finished product here and here.
It takes a lot for me to talk back to the TV — or the big screen, for that matter. But there I was last Saturday night, hunkering down to watch “Harry Potter and the Deathly Hallows: Part 2” when a preview started. Or so I thought. It was a look-back in time. There was a powerful Cleopatra addressing her legion of followers, men jousting for a woman’s heart, kung-fu moves I swore Ang Lee was behind and a woman in the grocery store buying Summer’s Eve for her “V.” The teenage boys sitting nearby laughed awkwardly, I yelled out “WHAT?” and made a mental note to track this ad down so I could write about it today. “The V” campaign is not only running in National CineMedia’s FirstLook pre-feature, but it’s also a TV spot. See it here. There’s also an educational Web site called “ID the V,” where users can take a quiz to ID the V. The Richards Group created the campaign.
Heineken Light launched “Handlebar Moustache,” the latest spot in its “Occasionally Perfect” campaign. The first ad highlighted the right and wrong times to rock a snakeskin jacket. This time around, it’s an ode to the handlebar moustache. The modern-day man with the old-school facial hair has a hard time on crowded buses or kissing an acquaintance hello. When the man is thrust into a bare-knuckled boxing match, it’s as if the planets have aligned. He knocks his opponent down and gets a kiss from a pretty lady watching the fight. See the ad here, created by Wieden+Kennedy New York.
MTV International launched “Bubblegum Love,” an animated story of first love. It’s 20 seconds of a teenage girl falling in love for the first time. Cue the butterflies in stomach, flying heart butts, exploding flowers and squirting volcanoes. Paging Dr. Freud. See the ad here, created by MTV World Design Studio Milan and directed by David Lobser of Blacklist.
Jack Daniel’s launched “As American As,” a TV spot highlighting American-made objects from the past: a jukebox, old TV, motorcycle and electric guitar. “Here’s to the American Spirit,” closes the ad, along with a glass of Jack Daniel’s. Watch it here. There’s also a Facebook app chock full of creative and posters that users can download or purchase. Arnold Worldwide’s Boston office created the campaign.
The USA Pro Cycling Challenge launched a campaign today to promote its inaugural race in August. More than 100 professional cyclists will take on the terrain of the Colorado Rockies. Outdoor ads will run throughout Colorado, and print ads will be found in USA Today, The Denver Post and Velo News. My favorite print ad, seen here, shows a bevy of cyclists with the Rocky Mountains behind them. “Pain is climbing 12,000 feet and finishing second” reads the copy. VML created the campaign.
Random iPhone App of the week: Did you know that it’s the Summer of Sausage? It is for Whole Foods Market‘s Mid-Atlantic region. But you don’t have to live in the area to partake of the festivities. The company launched an app with recipes, a store locator, a sausage contest and a ’60s-themed “dress your sausage” game. Come fall, the app will automatically update with a new seasonal food to eat. The Watsons created the free app, available in the App Store.
Amy Corr is managing editor, online newsletters for MediaPost. She can be reached at email@example.com.
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Click & read, I’m after a cold one…