Social Media is a hot marketing topic this year in Kelowna! The number of inquiries we get about using social media for marketing has quadrupled in 2011. We have seen some media coverage in the traditional press too (see Face to Face is a click away). In the past year, we've had a chance to leverage social media as a marketing tactic for a number of businesses in Kelowna have witnessed very positive results in general. This article digs into some stats about social media's effectiveness vs. other forms of online marketing. It's interesting to see how the different tactics stack up, as well as the shifts over the last year.

In a recent survey by eMarketer.com, small to medium businesses (SMB) in the U.S. were asked several questions about their online marketing efforts and their effectiveness.

Small Business Still Prefer "Traditional" Online Marketing Tactics

From the survey, SMBs are still more likely to say they found new customers by using websites (85.8%), over email (74.3%), and search marketing (74%). Web sites are considered a more “traditional” online marketing tactic and are well entrenched in the marketing programs of most companies whether a site operates as an online brochure, order system or supports the full sales cycle.

Is Satisfaction in Online Marketing Decreasing?

Despite the rise in use of online marketing, SMBs surveyed indicate that satisfaction with many of these channels is decreasing.

Specifically, large decreases in satisfaction were seen in audio podcasts (-53%), webcasts/webinars (-44%), Twitter (-38%), Linked In (-36%), Banner/display ads (-34%) and Blog (-32%).

Are Internet Users Changing Their Behaviour?

While new online marketing programs by inexperienced marketers are going to be less effective, this doesn’t account for such a huge decrease in so many of the online marketing tactics.  Instead these decreases suggest a change in behaviour by Internet users in obtaining information. This change in behaviour is both a reflection on the increased maturity of the average Internet user, the amount of time users are willing to spend looking for something, as well as the ever increasing use of mobile Internet devices.

• Users are more aware of paid advertising including banner/display ads and search marketing (PPC);
• Users are less tolerant of lengthy sales pitches such as podcasts and webinars however informative. Instead users are turning to quicker ways to obtain the information they need, often on a “just-in-time” basis.
• Use of mobile Internet devices has increased to the point where users aren’t looking for information until they actually arrive at their destination, often using tools like Gowalla and Foursquare which alert you to sales and deals near your current location.  This focus on location based marketing is also seen in the popularity of coupons like Groupon and Twongo, as well as the increased use of Google Places.

In fact, the survey statistics show that new channels made up for these decreases, including emailing offers, Google Places, Groupon and other coupon sites, mobile marketing, and location services like Foursquare. These are all new entries on the list for 2011 and yet they all have between a 25% and 50% effectiveness rate according to the SMBs surveyed.

A Key Advantage When Marketing Online: (Nearly) Everything Measurable!

Many of these new marketing tactics are more measurable than some of the earlier tactics. It is far easier to measure the number of Groupon coupons sold or Foursquare discount coupons used over the number of sales resulting from Blog and Podcast consumption. Similarly, savvy Kelowna businesses are taking more interesting email open rates, click-through rates to gauge newsletter performance.  Perhaps this is why small businesses are jumping on these new tactics in such large numbers.

Popular email management tools like Constant Contact have great tracking and measure the number of email opens and internal link clicks on each email campaign. Website analytics software like Google Analytics enables business to see the number of visitors, clicks, time spent, and online purchases.

What does this mean for Kelowna businesses?

The move away from less measurable and out-of-vogue methods of communication towards new and often more measurable methods of communication will help businesses track the effectiveness of their online marketing efforts.  It's easier to justify spending $ on marketing when you can measure the results!

It's Free, right?

Since many of the new digital marketing channels like Facebook, LinkedIn, Twitter and so on are seemingly cheap, small and medium sized businesses in Kelowna should certainly consider them.  Beware that "cheap" and "free" are not really good descriptions of these tools.  Your time is worth money!

Here's a few pointers to get started...

• Create clearly defined goals for your online marketing plan
• Identify your audience (Hint: Use the marketing channels, tools, and websites that your customers are ALREADY using)
• Understand that social media is a 2-way communications channel... it's a party line, not a megaphone
• Do a batch process (eg. write a whole week's worth of content for Facebook, Twitter, LinkedIn on Monday morning and schedule the release using a tool like Hootsuite)
• Measure the results (Who is clicking on your links in the updates? Do people ask more questions? Do they call for an appointment?  Do they walk in the door?)
• Integrate social media efforts with things like blogs posts, email blasts, in-store contests, special events, radio, print, and video
• Consider hiring a company if your time is better spent elsewhere!

It's been a very busy Q2 and Q3 at Twin Creek Media.

As a Kelowna marketing agency with a special focus on internet marketing and web design, we never seem to be able to breathe long enough to update our portfolio with new launches and interesting case studies.  In this project update, we'll give a taste of what the team at Twin Creek Media has been doing over the last 6 months.  (We can't tell you all the goodies though... our clients don't want us to spill the beans about their new competitive advantages and we have trade secrets to keep!)  You'll just have to hire us to reap the rewards of an integrated marketing campaign.

We have been creating new brand identities, database-driven websites, corporate brochures, direct mail pieces, running radio campaigns, shooting videos, building blogs, and driving web traffic through email marketing, search engine optimization and pay per click tactics like Google Adwords and Facebook Ads.  Just one item in that list is powerful, but done together, business goals are targeted with a type of marketing synergy that is amazing to watch.

A Sample of Completed Projects

Okanagan Regional Library

Completely redesigned website, photography, animation, print materials, and Facebook and Twitter efforts lead to many people to rediscover the library's relevance in the 21st century | Name the Marmot Contest big hit with 3000+ kids (and their parents!)

Canadian Association of Home and Property Inspectors

Promotional videos and unique email marketing campaigns draw people to national conference at the Delta Grand Okanagan

Case Furniture Gallery

Online contests builds brand awareness & drives retail store walk ins | Local media get VIP treatment at private event

Quantech Software

Online industry survey reveals what customers really want | Targeted email marketing campaign generates many new leads

SJF Sports

Internet marketing strategy leads to blog and intense social media campaign using Facebook and Twitter | Web traffic increased by 109.4% in 2 months

Our Okanagan

New Okanagan business networking website attracts 800+ new business/association sign ups | Employment, investment, and collaboration opportunities excite valley residents Watch the recent by Global/CHBC here.

The Greenery Garden Centre

Massive online photo contest creates a fun customer experience | web traffic soars with 600+ submissions & 3000+ votes

A Sample of Current Projects

Best Western Inn Kelowna

Search Engine Marketing Analysis reveals what Google thinks |Internet marketing campaign begins to take a leading brand higher than ever

Quantech Software

SEO and Website Usability Score Cards uncover the missing ingredients that will turn "tire kickers" into buyers | Web development focuses on amazing user friendly site which supports Sales & Marketing Dept's goals

Impact Radio Accessories

Continued magazine ad design, catalogue, and eCommerce website improvements assist in great sales performance for 2010 | Work done over the last 4 years spur on international expansion

Clement Turf Farms

Strategic research and industry surveys get to the heart of exactly how where the new revenue opportunities lie | Integrated marketing campaign underway involving both digital and traditional marketing tactics

Okanagan College - Green Business Awards

Easy to use Wordpress blog-style website will help students organize and promote the local Green Business Awards competition

by James Shaw, Creative Director

Are your customers ENGAGED with your message (or bored out of their minds)?

When it comes to engaging your target audience, not all marketing channels are created equal....

You are competing with 1000's of messages everyday. Your "target audience" is being bullseyed with so many random, off-topic, and boring attempts to capture their attention that they've probably tuned out most marketing messages altogether.  Wow, that's a depressing thought for marketing managers and advertisers, right?!  Industry insiders have even gone so far to say proclaim things like, "Death of the Advertising Agency" and other disturbing headlines.

I'm sick of advertising too. [I'm the Creative Director for Twin Creek Media, but since I own the company I'm not worried about being fired for a statement like that! Whew! ]

Aren't we all sick of advertising?  Let's define advertising as: any boring marketing message that we aren't interested in, isn't relevant, and isn't engaging.  No one likes "advertising" in that sense.  So what's the opportunity?  As marketers, business owners, sales reps, and business developers our goal is to communicate our messages so well that they do not come across as ads.  The challenge is to make them the opposite of the definition above:  un-boring, interesting, relevant, and engaging.

The topic of this article is Engagement, so we'll leave the other communication goals alone for now.  Marketing and advertising used to be limited to mostly "push" type messages.  Traditional mediums of print, radio, and TV can be effective if done creatively (and targeted as much as possible) but in general the communication is one way.  Marketers push the message out to sea and hope someone eventually picks up their message-in-a-bottle.  Tradigital mediums are not whole lot better in my opinion, but at least your target audience can find your message whenever they want - it's accessible and searchable on Google for example.  The other advantage of pushing content out online is that it can be interactive.  People can dig, explore, learn and sort of control their experience with your brand, product, or service.

Stop "pushing" and have real conversations on Social Engagement channels. The major advantage of this type of communication is that it's two way.  People talk, and people talk back.  If your marketing message is genuinely interesting and relevant to your audience it won't be treated as an ad.  Instead of being boring and ignored your message becomes a thread in normal conversation.  It's a story worthy of repeating.  This is true marketing success!

Wait! Social Media is not the answer to all your marketing goals. Nothing irks me more than flavour-of-the-day marketing.  It's important to figure out exactly what you're trying to do, and who you're trying to reach.  Social networks are not the obvious answer every time.  Set measurable goals so you'll know if moving in the right direction.  Often it's best to integrate all the marketing channels together.  They each have strengths and weaknesses, and instead of jumping on the band wagon with the latest (untested) web tool, craft balanced campaigns to meet your communication goals.  Use a blend of traditional and digital tactics.  Use one channel to spark awareness and curiosity.  Another to inform.  Another to capture.  Another to have conversations.  Another to sell.  Another to retain.  Another to... well, you get the idea.

Have an opinion on engaging customers?  We'd love to hear them!  Comment below.

Quick Review of the Kodak Zi8

Click to jump to Kodak's product page

This is not a marketing related article like most of the posts on this blog, but it may interest readers in the marketing/production/design world nonetheless.

Do you shoot interviews?  Customer testimonials?

Aspiring product reviewer or blogger?

Impromptu capture-the-moment-around-town videos?

Work events, grand openings, parties, birthdays, dog eating soap bubbles?

Using the Kodak Zi8

I just bought the Zi8 on the weekend for $180 at London Drugs.  It's the easiest video camera I've ever used.  We had a $3000 Canon XH-A1 in our studio that we pulled out for pro shoots and mini-interviews.  Although the little Kodak can't really compare on a low light/zoom/quality optics level, it's ridiculous how good it is.  The 1080p mode is great.  The videos are very very good, and with the electronic image stabilization there is zero shake noticeable in playback, with video shot just handheld.

I took video inside and outside over the weekend. The outside video is exceptional (because the little lens works best in bright light).  The indoor video with lower light is a bit grainy, but still looks really good.  Audio is great.  I videod a birthday party and even got decent "blowing out the candles" footage in near pitch black.  I hooked it up on the spot to my 50" LCD TV with the supplied HDMI cable, and we all had a good laugh... everyone was totally blown away by the audio/video quality.  "That little thing made that video?!"

It has lower shooting quality levels too: 720p/60fps and lower, but I'll probably never use them.  The 60 frames per second is better for sports so you can slow-mo the action later, but unless you're running around chasing the action, this camera will be useless for most sports. (Remember, it has no optical zoom.)

Walk closer or back up to zoom.  That right.  Use your feet.  Digital zoom only crops the image...don't use it.  Actually this is kind of a novelty in itself.  It's sooooooo small that moving around is natural.  You can get down low, run close, move sideways... it adds to the creativity.  I enjoyed the low tech for once.  It's like using a prime lens on a DSLR still frame camera like the Canon 7D.  The fixed focal length lens limits you in a sense, and frees you up to move your body and find cool angles.

Kodak Zi8 dimensions

Summary

This is simply the best "home video camera" that I ever used.  It's like a microscopic pro camera that you can take anywhere.  I bought a 16GB SDHC card that gives me over 2hrs of recording time at full 1080p.  I jacked the camera directly in with USB and copied the clips to my Macbook Pro.  They playback just fine, and the format is .MOV so they should be easy to edit with iMovie on a Mac (haven't tested it yet).  It comes with bundled software for a PC, if for some odd reason you're a PC person.

It could be better if...

I wish it came with a case, but I'll find something that'll work.  And it would be nice if the lens had a little powered cover to keep dust and fuzz off.

In the end, every family should own one of these.   Every company should own one of these.  They're just too easy, too cheap, and too much fun to ignore.

In a word, yes.

Newspapers have a unique place in the marketing world.  For many, reading the local newspaper is nothing short of a sacred ritual along with their morning coffee and fuzzy slippers.  I would say though that the relevancy of newspapers for the generations below Boomers is increasingly questionable.  My gut feelings tend to go against the data released by NADbank (Newspaper Audience Databank) recently.  Their data is frankly startling, but I'll be the first to admit that hard facts trump my "feelings".

NADbank 2009 Canadian Newspaper Survey

NADbank's website states that the NADbank 2009 Study provides newspaper readership data for 83 daily newspapers in 53 markets and 60 community newspapers in 33 markets across Canada.

The study's authors go on to speak confidently about the relevancy of newspapers, leading with the headline:

"NEWSPAPERS REMAIN AN IMPORTANT RESOURCE FOR CANADIANS

Once again, daily newspapers have demonstrated their value to Canadians. Despite constant rumours of their imminent demise, newspapers continue to be a relevant source for news and information across Canada. Over three-quarters (77% - 14.7 million) of adults living in markets where a daily newspaper is available read either a printed or online edition each week."

Okay, okay.  But a healthy dose of skepticism should be allowed, right?

After all, I can't help but notice that the entire study appears to be a bit self-serving.  NADbank's committees are stacked with newspaper employees and media agency people.  Anyway, I digress...

Mitch Joel, a guy I admire in the digital marketing arena, wrote an interesting article about the topic.  He muses that the future of news may be online.  Joel writes on his TwistImage blog,

"When looking at how these free, digital-only publishing houses work compared to the traditional news media, the differences are staggering.

From how the journalists are found, managed and paid to the marketing and advertising models, to the actual management infrastructure, one would not be hard-pressed to say that they look nothing like the industry that they inherited and digitized. Maybe the newspaper industry has to look well beyond the current model of simply copying-and-pasting their print content and publishing it online to re-imagining what publishing means in a world where 20 people and a WordPress publishing platform can do the job using text, images, audio and video that it used to take 200 people to do in a fraction of the time and cost."

I found Mitch Joel's blog post to be very interesting, not to mention the responses it garnered.  I'll end this article with my highly subjective take on the subject, which I orginally wrote as a comment on his site.

Actually, to be accurate, we have a redesigned our visual identity - the logo.  The brand itself remains intact: same name, same people, same goals, same focus of being one of BC's top digital marketing agencies.

PS. Brief article on the Anatomy of a Logo... http://www.search-this.com/2007/03/28/the-anatomy-of-a-logo/