What I really do…

Posted on February 22, 2012 by Jon

If you’re a Facebook user, you’ve probably come across the newest Internet sensation – What I Really Do.

Through a series of photos (usually six), people from various professions extoll the opinions of what their job entails. We’ve seen them for journalists, accountants and yes, even marketers.

It’s a cute idea – one that almost definitely will become the next big seller in posters right next to the famed demotivationals. (And if no one’s started this year, we’re putting out a patent pending on it.)

Naturally, companies are going to want to take advantage of the latest meme (hot ‘net trend), much like many did for the “sh** suchandsuch people say” trend that was all the rage for 3 weeks earlier in the year.

There are two things to caution with this trend though:

1> Be careful what you post. The same rules of posting photos to Facebook applies here – while the photo for”what my customers think I do”, depicting a wild beer-soaked party may get laughs around the office, it could damage your company’s reputation. Be witty, but bear in mind what could be misinterpreted.

2> Be efficient. What killed “Sh** suchandsuch people say” was that it became way too overdone way too quickly, often with poor production and terribly unfunny lines. If you’re going to get in on the fun, do it fast, but be effective.

Bottom line: Internet trends are like hair styles. Some will stick around and be used for ages, while others will fade away and become annoyances quickly. So before you grow your mullet or style a “Rachel”, take a keen look at “What I really do…” and other fads.

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Campaigns Need a Road Map for Success

Posted on February 22, 2012 by John

Gone are the days where you could just “wing it” with a campaign and move some product. Leaving the widget making machine on overnight and  having a big “inventory reduction sale” does not cut it anymore.

Winnipeg Business need to understand that effective campaigns have to start with the end in mind.  What do you want to accomplish?  How much product would you like to sell?  What are the key metrics that you would like to measure?   Whether your business is large or small, for any campaign, you need to start with great creative to get your message heard. Second, you need to engage your audience through multiple channels.  Traditional media, New Media, Social Media and Mobile need to be considered and mapped out. Finally,  we need to measure the campaign’s effectiveness.  This means driving most responses to the web and getting your audience to participate in the process.

By measuring the effectiveness of your campaigns, you can repeat if successful, or change if you need.

If you follow these steps – there is no telling how many widgets you can sell.

Hep

Posted in Business Website Tips, Mobile Marketing, Online Advertising, Online Marketing, Small Business Marketing, multi-channel marketing | Tagged , , , , , , , , , | Leave a comment

Be Careful What you Tweet for

Posted on February 17, 2012 by John

It was interesting to see a couple of the Winnipeg Blue Bombers get into trouble for “tweets” that they sent out after GM Joe Mack failed to sign wide receiver Greg Carr to a new deal.  Carr signed with Edmonton, and this caused a couple of the members of the bombers secondary to tweet about their “displeasure” with the Bombers failure.  It didn’t take long (about 3 minutes) for GM Mack to get wind of the tweets.  I’m sure there will be some disciplinary action to follow.

Tweeting for your Winnipeg Business should be a part of your online marketing – but not to the detriment of your business.  Whenever you engage in Social Media marketing you have to remember that once it goes out, it’s out there for all to see.

Think twice before you hit the send button….

Hep

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We’re looking for a new Client Manager!

Posted on February 15, 2012 by Jon

Hep Communications is expanding our staff in Winnipeg and we want you!

Do you love marketing with a twist of technology? Love multitasking?

If you believe your skills lie in helping other businesses with their marketing messages and goals using technology, then the Client Manager, Online Marketing position we have available may be a fit for you.

Key duties include:

  • Meeting with and directing clients on project based New Media applications;
  • Maintaining current knowledge and experience on New Media and Social Media applications / tactics;
  • Conceptualizing, defending and creating New Media marketing campaigns that may integrate with traditional media.

As the ideal candidate you have:

  • Fluency in web applications such as Google AdWords, Google Analytics, conversion, email marketing, and search marketing;
  • Knowledge of website creation process
  • Minimum 3 years of experience in high volume account management;
  • Ability to own, maintain and grow a relationship with clients;
  • Ability to self start and manage multiple deadlines;
  • Superior organizational skills;
  • A positive and upbeat attitude with a will to win;
  • A passion for New Media, Social Media and a proven track record of account management in New Media Marketing applications;
  • Ability to thrive in a team environment;
  • Ability to work around obstacles by thinking creatively;
  • Fluency in all standard office programs;
  • Post Secondary training (would be an asset).

To apply for this exciting opportunity, please fill out our online application form on our Careers page.

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Your community in social media

Posted on February 8, 2012 by Jon

Over the last couple weeks, you have likely seen commercials featuring Clara Hughes and Bell’s “Let’s Talk” campaign, which is raising money for mental health programs in Canada.

The campaign is poignant and very real, as Hughes tells her story candidly in the commercials and through media about her past struggles with depression.

One of the M.O.s for the campaign is to get people talking on about the campaign, with the promise that for every Tweet made today, Bell will donate 5 cents to the cause. (They’ll also do so for texts and long distance call made on their service.)

Later on, we’ll see the results of this campaign, but the message is definitely getting out. As of 10:45 CST, the term “Clara Hughes” is trending across Canada.

This is a prime example of how a company can create a lot of buzz around a cause they support. While an “in the community” page is becoming more rapidly standard on web pages, taking that extra step to promote your cause does two things:

  • First, and most importantly, it gives your cause an added push to a market that may not have recognized it in the past. Making it easy for someone to support a cause, such as Bell has done with their 5 cents for a re-Tweet donation program, makes it extremely easy for anyone on a social network to spread the word. (Just make sure if you do a donate-per-Tweet style program, it could become very popular very quickly; so be sure to have in mind the “up to” dollar amount.)
  • Second, it shows your tie to a cause and provides a rounder look to your company and shows, in a form that reaches a huge audience, that you care about the people and world around you.

Now you may be saying to yourself, “how can I do this if I don’t have a celebrity like Clara Hughes as a spokesperson to tie to?” The reality is, you don’t need a celebrity. Your efforts can be as simple as supporting an employee for their efforts in a marathon, which can be publicized through Facebook, Twitter or other means very easily.

Remember the bottom line about choosing your social media community support – the cause. Above all else, it is integral that you recognize the power you have to bring publicity to a non-profit organization.

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Danger – you’re on Thin Ice

Posted on February 7, 2012 by Drew

It dawned on me yesterday that bad advice can be found anywhere…and everywhere.

While speaking with a prospect about certain website ideas and ongoing online marketing options for his Winnipeg business, he mentioned that he was told by a person of repute in our industry that websites are dead. I hear a lot of things in a week, so nothing really phases me; however, I thought this assessment was pretty extreme. Especially since the next stage of advice offered by this expert was to do everything in facebook.

Whether it is a website, facebook, twitter, blogging, Pinterest or any other online marketing option, the best approach is always to start with: who is your audience? While facebook has grown leaps and bounds, it’s still dominated by a younger, more technology savvy generation who are more comfortable with the public nature of online life. This might not be your natural audience, so you’ll need other options.

If your business has a lot of products and services, a website is where your company’s content can live. A complimentary facebook site is where your business can promote your brand and have people discuss and share what your business is up to.

Good business sense should tell you that you need both – working together to build your online traffic and promoting your brand.

Posted in Business Website Tips, Internet Marketing Strategies, Search Engine Marketing, Uncategorized, multi-channel marketing | Tagged , , , , , , , , , , , , , , | Leave a comment

The Domino’s Effect

Posted on February 1, 2012 by Jon

Last week in this space, we talked about the negative reaction to McDonald’s purchased hashtags on Twitter.

Today, we’re shifting in a completely different direction and talking about the success that Domino’s Pizza has had by embracing social media.

You might recall the campaign that was easily the most ballsy move by any company when, in December 2009, Domino’s took on social media and ran a true campaign with a focus group saying less than flattering things about their product. The message behind the dialogue though was of a change in recipes.

The result was a turnaround for the company, with increases in sales to levels not seen before.

But this was only the start. In 2011, Domino’s went even bigger and began an open stream on a billboard in Times Square of customer comments, good, bad and indifferent.

The level of transparency was unheard of and is still somewhat baffling. It’s one thing to be open and transparent in social media – but to bring these messages out to one of the busiest real-traffic hotspots in the world? That’s gutsy.

There is a lesson to be learned, and it may not be the one you think of at first. We sometimes forget that social media, while immensely popular, is still only viewed by a segment of the population. True promotion has to look beyond the computer screen and appeal to your audience, both target and indirect.

It’s something to keep in mind when you speak to your Hep Communications rep. The work we do is truly multichannel. “Old fashioned” strategies like direct mail and radio campaigns can – and still do – succeed.

Call us today at (204) 992-6400 to learn more about how we can help you engage your consumer base through means that will get you the best results for your company.

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Mobile Marketing Spend to Quadruple in next two years

Posted on February 1, 2012 by John

Those progressive companies that are focused on building their online business are investing heavily in mobile marketing. Mobile is the preferred conduit for Social media, and is trending heavily to the new e-commerce platform

Organizations that provide an immediate service need to invest in a mobile friendly web site.   Here are the trends that can’t be ignored:

1. Smart Phone adoption is almost 40% of the cell phone market in Canada and growing exponentially every month.

2. Smart phones and tablets will replace the traditional laptop and desktop computers (most experts expect this to happen in the next 3 to 5 years)

3. The advent of the 4G networks around the globe make it easy to use your smart phone or tablet to search, find and buy

4. Over 60% of all online searches are started from a smart phone or tablet.  This is expected to jump to 80%  within 18 months.

5. Global mobile traffic is expected to double this year

If your Winnipeg Business is focused on growth of your online business this year, it is now time to invest in the mobile channel as part of your multi-channel marketing.

The future is here. Get Mobile.

Hep

Posted in Business Website Tips, Mobile Marketing, Online Marketing, Small Business Marketing, Social Media Marketing, multi-channel marketing | Tagged , , , , , , , , , , | Leave a comment

Following Small Business Ideas

Posted on January 30, 2012 by Drew

It’s a recurring theme in many of the conversations I have with people: If I only had more time. Indeed.

If you are a Winnipeg small business owner, chances are you probably have less time than most people as you are performing multiple jobs within the business. Wonder how you can carve out 5 minutes a day to quickly catch-up on some small business ideas? Simply bookmark the Globe & Mail Small Business webpage and the Wall Street Journals Small Business sections. Don’t be afraid of the names, thinking they are too highbrow or not mainstream enough.

Both of these websites are an excellent resource, with stories ranging from You are only as good as your Vendor in today’s WSJ version to Ten tips for taking your company international in the Globe and Mail.

With the exception of having to pay for some of the articles on WSJ, most of the stories are free. They typically are short and to the point.

Carving our 5 minutes a day to follow some of these stories and ideas might lead you to your next business opportunity.

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Twitter bites back at McD’s

Posted on January 25, 2012 by Jon

Over the past 7 days, the biggest headline grabber for web-related news was SOPA and the shutdown of sites like Wikipedia in protest of pending legislation from the U.S. government.

Slipping through the cracks – to an extent – was what could become the ultimate “fail” of 2012, that being McDonald’s foiled attempts to trend on Twitter in  a positive manner.

Using Twitter’s promoted hashtag program, which allows a business to buy space on the coveted trending topic list, McDonald’s pushed out the #McDStories term, looking to generate positive stories about the restaurant chain.

Not everyone was embracing the warm fuzzies McD’s was hoping for; not by a longshot.

Tweeters (or Twittizens if you prefer) did share some positive stories, but the detractors also lined up to spread their own gospel about the international fastfood juggernaut. As recent as this morning, the hashtag was still going strong with Tweets describing ailments that users suffered after eating at McD’s, and several referencing or linking to a photo that has gone viral on Facebook of the reported contents of Chicken McNuggets.

All of this points to a lesson that any business – large or small – has to learn about Tweeting and using social media in any form. You can  look to bulid your brand by getting people talking, but you can’t enforce positivity and you can’t restrain negativity.

The nature of social media is that it is a beast that cannot be controlled. If people care enough, they will be just as willing, if not moreso, to give negative feedback as they would positive feedback.

So before you launch a campaign – especially one that has the potential to go viral – tread very, very carefully and consider all angles; because the intended reception could very easily get lost in a sea of negativity.

Next week: Turning a negative positive – the Domino’s effect.

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