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APAOC
New Decade – New Strategies We want to thank our panelist for contributing their knowledge and time to our successful maiden meeting voyage for 2010! Thank you to: Also, a special thank you to Graphic Industries for printing the meeting handout. Did you know that five years ago Ad Agencies controlled advertising content but in 2010 the consumer dominates the interactive communication landscape? During the evening we were reminded that social networking is all about participation and content. If you have good content, social surfers will read and follow your blogs/tweets/emails/wall posts, etc. If the content is weak or contains self-promotion, do not expect any repeat visitors. When solid content is created using traditional media, it’s a good idea to re-purpose that content by moving it online. Place a pdf of collateral on your website; or take portions of it, create a blog and share it. Go ahead, tweet it to your followers! Keep it fresh - be careful be not to be repetitive. For programs focused on alerting your market to online offerings, it is best to initiate communication by using Direct Mail. Once the customer has entered your site, offer incentives or “free” items and this way you can capture their contact info. Social media is completely transparent, with the demographics of users available to help you analyze the effectiveness of your marketing efforts. Track how many visitors you’ve had, how many of those “clicked thru” to various offers, and how many of those actually “took action” on the offers. Google Analytics are free, and offer a wide variety of reports on website activities. Figure out what metrics matter to you and begin collecting them from your website. If you want to share links, shorten those long links or file names by going to: http://bit.ly/ Link baiting is a new technique for getting other websites to link to yours, bringing their audience into contact with you. According to Wikipedia, ‘Link Bait’ is any content or feature within a website that somehow baits viewers to place links to it from other websites. Matt Cutts defines link bait as anything "interesting enough to catch people's attention." Link bait can be an extremely powerful form of marketing as it is viral in nature.” Interactive links on your site can pull people deeper into the site and get them to stay longer. They give you a chance to immerse visitors in your company culture and products. ‘Hash links’ provide a way to search for tweets on a particular subject; just enter # and a keyword, and Twitter will list tweets which used that word (i.e. #printoc, #ocprint, etc.). Go to Google and look up “twitter tips” for more help. Social media is good for sparking conversations, stimulating new thoughts, sharing emotions, disseminating info about what’s happening, driving interest to your blog or activity to your website and ultimately provoking action once the visitor gets there. When using social media, make a plan and follow it, keeping the end in mind. Be very careful not to get so caught up in the activities of social media that you lose track of your desired outcome! Please follow APAOC on Facebook, LinkedIn and Twitter!
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