Monday, October 24, 2011

Social Media: Collaborative and Distance Communication Tools

Technology has greatly improved our ability to communicate, and through web services like Skype we can now see and talk to anybody anywhere on the globe. Skype is the low-or-no-cost voice-over-Internet service that offers free voice and video calling between Internet-connected computers running the Skype software. While Skype has been a great tool for individuals who are missing their loved ones, it can also be a beneficial addition to the business world.
This article discusses the pros and cons of using Skype in business. The first advantage is that Skype offers low-cost calling. For a small monthly fee you get a “SkypeIn” number – a number that people with regular phones can use to call you on your computer – and there is also “SkypeOut,” which is the low-cost calling from computers to regular phones.
While Skype was originally designed for individual use, the company has made improvements to include businesses. Through the Business Control Panel, a company can easily manage SkypeIn and SkypeOut accounts for multiple employees.
Skype is a strategic tool. “…having Skype available to smooth communications is critical. “Often the challenge with outsourcing overseas is that cultural barriers, language barriers and time-zone barriers outweigh benefits,” he said. “Any tool that helps mitigate those risks is very, very valuable.”” One of the biggest factors in losing customers is having outsourced customer service representatives. When you have a problem that is large enough and frustrating enough to call in to customer service, it makes your problem even worse when you cannot communicate with the person who is supposed to be helping you. Skype allows you to see the other person which, to me, improves communication.
Now that we have discussed the benefits of Skype, here are a few of the cons. Skype operates over the open internet, so the call and connection quality are not always what they should be. Security is also a concern, as Skype is not run on a private network. There is no service level agreement, saying that the service will be available and of good quality, Skype only guarantees their “best effort.”
There are many services similar to Skype that are run on private networks, and they may have better quality even. With that said, small, budget-minded companies may benefit from using Skype. If it is not important to have a perfect voice connection, and if you don’t mind glitches every now and then, Skype is perfect for your company.
To change the subject, many businesses have transitioned to the virtual world using. This article talks about one of the ways the virtual world is being utilized. Second Life is one of many “…simulated 3-D Internet imitations that make up what’s known as the “metaverse,” defined as environments where humans interact (as avatars) with each other (socially and economically) and with software agents in a cyberspace that uses the metaphor of the real world, but without its physical limitations.”
Some of the companies that are present on Second Life include Sears, Coca-Cola, Mazda, IBM and Intel. These companies can actually create their own “islands” where employees can attend global meetings, collaborate on projects, and meet with clients. Second Life provides a means by which you can be anywhere and meet with anyone and have conversations.
The article also discusses how important body language is, and how even in the virtual world it can make a difference. When meeting with clients on second life, using hand gestures may make your meeting more meaningful, and even more successful.
The Internet has many communication tools that make the world even smaller and more accessible. With tools like Skype and Second Life, a business can become global. Nothing is out of reach anymore. There are many great opportunities to learn more about the business world, and how you can target your audiences.
For full articles:

Tuesday, October 11, 2011

Social Media: Viral Videos

Viral videos are exactly what they sound like, a video that just keeps spreading. Viral videos are becoming an increasingly important part of the marketing mix. If you can get your company’s video to go viral you can get a lot of impressions for only the amount that it cost you to make the video itself. Even though viral videos can be used as a part of an organization’s marketing strategy, there are many other viral videos out there that shape what kind of music gets listened to, how people act or how people think about certain things. This article lists nine secrets about viral videos; some of these secrets can even help your videos go viral.
The secrets are as follows:
1.       Not all viral videos are what they seem: It is not very easy to get a video to go viral. It is important to realize that viral videos take work, and you’re lucky if you get there.
2.       Content is NOT King: The content of the video doesn’t have to be perfect, it is still important though, it is what keeps people coming back to the video. “Generally, a concept should not be forced because it fits a brand. Rather, a brand should be fit into a great concept.”
3.       Core Strategy: Getting onto the “Most Viewed” page: This one speaks pretty well for itself. The core concept of video marketing on YouTube is to harness the power of the site’s traffic. Here’s the idea: something like 80 million videos are watched each day on YouTube, and a significant number of those views come from people clicking the “Videos” tab at the top. The goal is to get a video on that Videos page, which lists the Daily Most Viewed videos.”
4.       Title Optimization: Having a great title can help increase views, and is one of the best ways to persuade somebody to view your video.
5.       Thumbnail Optimization: The thumbnail is what makes videos stand out among other videos.
6.       Commenting: Have a conversation with yourself: It’s okay to have heated arguments in the comments section, it lets people become engaged. It’s even better if it involves the brand.
7.       Releasing all videos simultaneously: “If someone sees our first video and is so intrigued that they want to watch more, why would we make them wait until we post the next one? We give them everything up front.”
8.       Strategic Tagging: Leading viewers down the rabbit hole: Through strategic tagging, you can control (to a certain extent) which videos show up in the “Related Videos” section, meaning that you can place your own videos in that section.
9.       Metrics/Tracking: How we measure effectiveness: There are various tools that allow you to track the views/comments/ratings on each video, and they also track the spread of videos outside of YouTube. Some of these tools are: Google Analytics, Tube Mogul, and VidMetrix.
Now that we know the secrets behind viral videos and how to help them go viral, here are three additional tricks from this article to help create a sense of discovery for your viral videos.
1.       Great Content: The content of the video must be worth discovering.
2.       Build a Fan Base: The people that watch the videos don’t come from nowhere. They have to want to watch your video.
3.       Search Engine Optimization: It should be easy to find your videos. If it is not easy to search and find it in YouTube, something needs to be changed. A clear and concise title always helps, but it is important to add a description with keywords as well.
Viral videos have the ability to change how we think about marketing, and I feel that in a few years viral videos will be the way things are done. Obviously Super Bowl commercials will always have the top spot for advertising, but once those commercials hit YouTube (even now), the number of impressions will absolutely explode. The future holds a lot of surprises. Maybe my predictions will be wrong. It is possible that viral videos are just a fad, but let’s hope not.

For the full articles:

Monday, October 3, 2011

Social Media: Location Based Programs

Location based programs are a great new alternative to traditional marketing strategies. This article introduces location based programs – what they are and how they work – and relates them to marketing.
There are many different location based programs; Foursquare, Facebook and Gowalla are just a few of the many programs that exist right now. These programs are very unique in the fact that you can “check-in” to many different locations, events, or even TV shows. The purpose of these programs is to drive traffic to locations. Users are often rewarded for check-ins with discounts or deals that pop up when they're at a certain location or nearby. Location-based apps are also means for users to discover new restaurants, retailers or activities -- or simply to just brag to your friends about the cool places you go.”
In relation to marketing, you have the option to either build your own application or you can just use a broader, better-developed platform like Facebook. Both of these options have their benefits. With your own loyalty application, you can offer rewards for check-ins, however, you won’t have as big of an audience. When you use a larger program like Facebook or Foursquare, there are already a lot of people using these services. Tapping into this resource will allow a larger variety of people to know about your company’s goods or services. Specialized location based applications are also becoming increasingly popular. Gowalla targets travelers, Foodspotting is aimed to foodies who are looking for new food to try, and there are even grocery shopping applications.
While it sounds like the consumers are the only ones who benefit from these programs, marketers are also benefitted. These programs drive traffic into stores, and they can also provide demographic data about user check-ins. This allows businesses to know when they have the most traffic, and who comes in most often – Foursquare launched a dashboard and analytics tool for businesses last year for this very reason.
While location based programs can track demographics and usage, they also help to drive the word of mouth and referrals that a company may receive.  This article provides 17 tips for utilizing location based programs and marketing. Some of my favorite tips, and the tips that I think are most important, are as follows:
-          Align your goals with the right platform: “Each platform has its strengths and weaknesses, and understanding the platforms allows you to pick the right platform for a campaign…”
-          Ensure your own location is “check-in” worthy: Consider if you would check-in to your own location more than once. If not, find a way to fix it.
-          Create a budget for your campaign: A budget will help you track your progress and keep you focused.
-          Make sure your employees are ready: Make sure your employees know what the rules are and that everybody is on the same page.
-          Encourage employee participation: Find a way to encourage your employees, some of the best business ideas may come from them.
-          Create an ambassador program: Meet with your best customers regularly – specifically those who check-in – to find out what the best offers are that you could provide to your customers.
-          Learn from other businesses: It is always important to see what has and hasn’t worked for other businesses because it is likely that it will not work for you either.
Location based programs really do have a lot to offer. If you are using them for a business or campaign, these tips (and the other ones provided in the article) are important to keep in mind, as they can help you create the best campaign and business strategies possible.
For the full articles: