Customer Engagement

The Google Network

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The Google network is a great way to engage with audiences across the internet. It consists of both
the Search Network and the Display Network.

Search Network: Includes other search engines such as AOL as well as Google.

Display Network: Made up of a number of different websites which are owned by Google i.e.
YouTube and sites which specifically relate to Google such as Gmail.

The Google network makes up thousands of sites which display targeted AdWords. AdWord
campaigns are placed in the Google network by default. However it is possible to opt out of either
network by changing the settings.

Key things to know:

– If you are displaying a keyword – targeted ad, it can be placed across both the search and display network pages. Google uses search- engine- targeting to match keywords that users search for on search engines.

– Google display network pages use contextual targeting to match keywords to web page content, otherwise known as ‘automatic placements’.

-‘Placement-targeted’ ads can only appear on pages in the display network. It works by
choosing a specific audience and site to direct your ad at, otherwise known as ‘managed
placements’. The keywords and placements will combine efforts and work together to
determine the best position for the ad.

-Ads are displayed on Google based on their relevancy.

-Ads that are fully text based can appear on both search pages and on display network pages.

-Ads that feature images or videos can only appear on Display network pages.

Display Network Placements – Where do they go?

Search network ads are shown on pages related to the keywords related to the ad. These ads
appear alongside, above or below the search results and are specific to that particular search query.
Display network placements work differently.

‘Managed placements’ are ads which are placed separately for increased control. There is also the
added option of excluding certain placements for which you don’t want to run ads.

For more information on The Google Network contact us today on 08433 832 732

5 Tips for Promoting a Product on Facebook

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Facebook is a great way to increase brand awareness, build an online community and strengthen customer service for businesses.

Below are some of the key factors to take into consideration when promoting a product on Facebook.

Build a targeted audience:

It is essential that you target the right audience for your product. Start by understanding who your audience is and develop a strategy to attract that demographic to your Facebook page.

Creating content that is both captivating and informative should play a key part to your strategy; this will attract the right audience to your Facebook page (your audience are more likely to buy your product if the content you produce is interesting.)

Researching your competition should be an essential part of your strategy, it is important that you understand why your competitors are successful or not and become aware of what works and what not to do.

Facebook ads can also help businesses reach the right people, making it a great deal easier to establish the right audience for your product. Launching a Facebook ad to attract your target demographic is a great way to determine who to aim your product to online.

Creative giveaways:

Creating competitions on Facebook is a great way to generate awareness for a new product. Giving away a prize relevant to your audience through fun competitions is an effective way to engage with your online community and measure the popularity of your new product.

Prize giveaways are a great way of attracting new audiences to your Facebook page. Your target demographic will be more inclined to ‘like’ your page if there is potentially a chance of winning a prize.

For your existing Facebook fans, a prize giveaway is still an attractive prospect and they are still likely to become involved.

Create clear landing pages and calls to action.

When linking from your business Facebook page to the product you are launching, it is important to direct the user to the right landing page and convey a clear call to action.

Landing pages are essential for initially engaging with the user and encouraging them to take more action – for example clicking ‘like’ or filling in a form or alternative call-to-action.

 

Solicit feedback to improve the product, involve your fans.

If your business has effectively built a Facebook following that resembles your target market, this network can be a major research and development asset. Ask for feedback on your product, positive and negative. Don’t be afraid of negative feedback, use it to your advantage and make changes to the product you are selling accordingly.

Involving your audience in these changes will make them feel a part of something; this will result in a stronger engagement and ultimately a larger following across your social media channels.

 

Displaying different content for Fans and non-Fans

Public profiles now allow separate default landing areas for Fans and Non- Fans. This allows brands to display a ‘become a fan’ button in a Facebook tab. It is important for your business’s strategy  to generate an incentive for Facebook users to click on the button and ‘become a fan’, whether that be to give away the product your promoting or to demonstrate what it is you’re selling through a video etc.

Want to promote your product on Facebook? Find out more by calling us on 08433 832 732

How can Pinterest be helpful to estate agents?

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How can Pinterest be helpful to estate agents?

–          Pinning great advice on buying/renting properties. Uploading articles, videos and links chock full of tips for first-time buyers, people will take notice and follow your board.

–         Expert advice on selling your home.  Handy tips on ways to sell your home; what works, what doesn’t work i.e colour schemes, less clutter, keeping the garden tidy etc. And other advice on what can help boost your home appeal.

–          Use Pictures and Videos– Upload pics and videos of homes (kitchens, living rooms, bathrooms etc) people will get an idea of what kind of homes you sell, even if the pics are of past properties, it’s still good to get a feel of what homes you can offer.

–          Green cleaning solutions -A board on how to be more environmentally friendly by reusing products and green cleaning ideas to make your new home spic and span. Ideas on how to save money on cleaning products and quick fixes for your home. Also, if you have a short supply of storage space, ideas on how to make the most of the space you’ve got.

–          Repin and follow– Follow people and boards on Pinterest that you like i.e a living room set, a nicely decorated room, a beautiful garden etc, people will start to get an idea of what kind of homes you represent, also people can then follow you off the back of it and will be aware of the properties you have available.

–          Repin products you love– repining or uploading products that you feel your customers will like i.e a cute cushion, a retro teapot, antique furniture, funky wallpaper etc the Rolfe East profile will become a lot more personalised and people will repin or like what you upload, a great way to engage with your audience.

–          Pictures and information of the areas the estate agents represent– Estate agents deal with property in several different areas, it would be a great idea to repin or upload pictures or any info about those areas.

 

What is Pinterest and how does it work?

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Pinterest

What is Pinterest?

In a nutshell, Pinterest is a new social networking channel designed to engage with audiences by sharing pictures, videos and interests by using what is effectively, online pin boards.

Users can either upload their own images or ‘pin’ things they find on the web by using the Pinterest ‘Pin it button’.

A user can look through items that other users have pinned and ‘like’ ‘repin’ or ‘comment’ on them. It is encouraged to share content found on Pinterest across other social media networks or even by embedding pins onto blogs.

What makes Pinterest stand out from other social media networks is the emphasis placed on the visual rather than text to capture a person’s lifestyle. Pinterest has described itself as the social network which enables you to connect with everyone in the world through the things they find interesting.

Does it work?

The majority of businesses rely on driving traffic to their website in order to generate sales. Any business that wishes to increase sales should consider joining Pinterest. Early research has conveyed how Pinterest is more effective at driving traffic than other social media sites, including Facebook and Twitter.

Users can connect their Pinterest account to their Facebook and Twitter profiles, enabling users to post new pins to other channels which give increased access to your pictures.  When members are browsing through pins, they will have the ability to share posts through Facebook, Twitter or email. This will boost social sharing and strengthen your brand name.

How to build your Pinterest following

The first thing to do once you have set up your Pinterest account is to create a few pin boards, you need to create some interesting content in order to engage with your audience and to get users to pin or follow your pictures etc. Just like any social network, building an audience through a follower base is vital in creating a strong presence and driving traffic to your site.

There are two follower options on Pinterest, which differs from other social media platforms. A user can follow another user or can simply follow one of their boards.

Avoid self-promotion on Pinterest, share things you like and you feel represent your company but don’t advertise your brand in such a way that will annoy other users. This will detour audience engagement.

 

 Happy Pinning!

Pinterest is fast becoming one of the most popular social media channels to promote businesses and is also becoming the most effective. It is a fun and creative platform for you to interact with other users and build upon your brand name.

The key thing to remember, is to use your Pinterest account to its full potential , don’t forget to upload your own images and information, this will drive traffic to your website. But also get involved, re- pin and like other user’s images and information. Get the balance right and you will see the results!

 

 

Three Ways To Deal With Unhappy Clients Using Social Media

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Many businesses are sceptical about using Social Media as they fear it will open up a ‘can of worms’ – giving their customers the opportunity to complain publicly on the rare occasions that things don’t quite go to plan.

However I would suggest that the opposite is true.

Think of it this way. Over 28million people in the UK use Facebook, and the number using Twitter is creeping up on a daily basis – your clients and customers are among these people, as are their friends, clients, and customers too.

If someone wants to complain about your business then they will – and they will most likely do this online. I’m not great at remembering truisms but one that sticks in my mind goes something like “If a customer is happy with your service they will tell one person, if they are unhappy they will tell ten”.

Social Media is essentially today’s word-of-mouth‘ – and therefore customers will most likely tell more than just the ten people they are unhappy – if they post this as a status update they are more likely to be telling hundreds!

And as we all know in business, things can go wrong, it’s impossible to please all of the people, all of the time (although I try :-)).

But these negatives can quickly be turned into positives – if somebody is unhappy with your service levels then you want to hear about it right?

Well having a business account on a Social Media platform is a great way of achieving that – as rather than just name your company, the unhappy customer is much more likely to seek you out and look to link to your social media account within their complaint. If they are already a regular customer, they may well follow you on these platforms already. I’ve seen this scenario on a number of occasions across my entire client range – but this is a good thing!

You have the chance to quickly and publicly respond – immediately demonstrating great customer service by showing your customer that you do care, and seeing how you can put it right.

As you engage in dialogue with your customer, their friends, clients and customers can see the conversation and see the lengths you are going to in order to get things right. And although people complain – it’s often spur of the moment and by responding positively you can quickly promote a ‘change-of-heart’ from your customer – it can often even lead to an apology from the customer for complaining in the first place!

So don’t bury your head in the sand. Whether you agree with Social Media or are yet to be convinced, take my word for it, your customers are talking about you online and surely you’d much rather know about this and be able to address it than not..?

Dominos Pizza

Here are my three top tips for responding:

1) Find Out In The First Place.

If you’re on Facebook and Twitter in particular then you will be alerted to anyone who links directly to you in the complaint so you can respond very quickly. However, I would suggest using regular keyword searches on these sites to check for general mentions of your brand regardless. Free software like the fabulous Hootsuite enable you to manage up to five accounts on the same dashboard and also run real-time keyword reports so you’ll never miss a mention. If you’re not one of the Social Media converted as yet, you can still use tools such as Google Alerts to notify you of online mentions of your brand. Remember – you can’t respond to complaints that you can’t see!

2) Act Personally and Quickly

It’s a good idea to respond as quickly as you can, even with a quick – “Thank you for your message and I’m sorry to hear that – my name’s Matt and I’m looking into this for you. I’ll respond in full as soon as I’m able to”. This gives a human element to your business (as I write about in my ‘Humanise Your Business‘ blog post) and also stops the complaint from escalating any further from your customer’s point of view at that very point. If you feel that the subject matter of the complaint isn’t appropriate to deal with in the public domain, then at this point you could also request an email address or phone number using a direct message. If you’re happy to discuss the matter publicly (which hopefully you are!), then this is perfect forum to take steps to put the experience right for the customer, and show the world that you’re doing so.

3) Apologise Properly – And Don’t Get Into An Argument!

Ultimately, it’s a good idea to apologise and do it well. If you’re in the wrong, take full responsibility and involve the customer in how you put it right. The customer already has the upper-hand from the start as they have made the official complaint and are unhappy – they also know that ideally (in most cases) you don’t want to lose them as a customer. All you can do is try and engage them in conversation and not respond to derogatory comments. If the customer should become abusive then it’s a difficult one for you to win – just stick to your principles, re-enforce your apology, and move on.

Finally here is a great example of an apology done well using Social Media. FedEx get everything right here, an apology from the top, and on the same Social Media platform (in this case YouTube) that the original complaint was posted. Let me know what you think.

I hope you find the above information useful – if you’d like any further advice or want to know how this type of thing can be managed for you, then please contact me.

 

Complaint:

Response:

5 Ways To Use Facebook Places For Business

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Facebook Places | Matt Davis MediaMashable is today reporting that Mastercard are spreading 20 seats from the now demolished Yankee Stadium across New York City, with each seat containing a unique QR Code which when scanned will check them into Facebook Places.

Then, once checked-in, they make themselves eligible to win VIP tickets to a 2011 Yankee game in MasterCard’s exclusive Batter’s Eye Café.

This a great example of a business using Facebook effectively – in particular Facebook Places, which many businesses that I’ve spoken with do not fully understand the potential of.

You see, Mastercard have done something very clever in that they don’t have a store, or stores, that people can visit in order to purchase their product, so they have placed these seats in specific locations to allow people to check-in to a ‘place’.

However, of course, many businesses have premises that customers will visit daily and its these businesses that could really benefit from Facebook Places.

Here are a few ideas as to how these businesses can benefit:

Facebook Places | Matt Davis Media1) Claim your place! I’ve seen countless examples in recent weeks of businesses who didn’t even realise that people had been checking-in to their premises. This can create further issues as customers create multiple locations, enter the wrong information, even spell your business name incorrectly! By claiming your business not only can you see who’s checking-in, but you have control over the information related to your premises (for example opening times) and you can also encourage people to ‘like’ your page as well as ‘check-in’…

2) Because once they’ve checked-in, it’s in their interest to ‘like’ your page in order to hear of any special offers and stay up-to-date with the latest news on your business. They’ve taken the trouble to check-in which shows that they’re interested in the first place – it’s a perfect way to stay in touch with daily updates appearing in the news feeds of your customers – it keeps you in the picture.

3) Reward your customers for checking-in. For example if you own a coffee-shop, all a customer has to do is show you their smartphone in order for you to see how many times they’ve checked-in at your shop. You could offer a free coffee for every six check-ins, encourage them to return. And remember – every time they check-in, it shows up in their news feeds for their friends to see….

4) Feedback – …they may even tell their friends they got a free coffee…! Or you may notice certain trends – for example that more people are checking-in at weekends than weekdays. In this case you could promote a weekday-only check-in offer to encourage more weekday visitors.

5) Marketing – Even without analysing the trends, once you’ve merged your ‘Place’ with your ‘Page’ you can market directly to people who you already know are fans of your business. You’re preaching to the converted, a great opportunity to up-sell and offer further promotions.

Let me know how you’re using Facebook with your business – I’d love to hear how it’s going…

 

Do You Need To Measure Social Media ROI? I Don’t Think So…

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Matt Davis Media | Pound SignOne of the questions that I get asked a lot is:

“What is the return on investment from Social Media?”

Now in cases where a Social Media campaign is being implemented by a business itself, by existing personnel for example, the only real cost is time, and it does take time and dedication to implement a Social Media campaign effectively. There may be a small cost to train the relevant member of staff initially.

But in my case it’s different, as my clients are paying me directly to manage their Social Media platforms for them, and as with most things that you pay for, you expect to see some kind of return.

In my opinion however, there are different forms of return and these all need to be taken into account.

Matt Davis Media | Solar SystemFirstly, before implementing a Social Media campaign, you need to know what you’re aiming to achieve from it. I think that primarily your main aim through using Social Media is to drive people to your existing ‘main’ website. As I’ve mentioned before on this blog, think of your website as the ‘Sun’ in the middle, and of your Social Media platforms as ‘planets’ orbiting around it.

Professor Brian Cox I ain’t but hopefully you get the picture!

Secondly, I genuinely believe that at some point in the near future, businesses will have little choice but to use Social Media in one form or another to communicate with their clients / potential clients. Whether that’s because Facebook becomes the default way to log into the majority of websites (giving you one portal for all the websites you use – handy?) or that Facebook messaging becomes the ‘new email’ I’m not sure, but sooner rather than later it will have an even bigger part to play than it already does, in much the same way the the second version of the internet overtook the first version.

Also, your competitors are most likely using Social Media. The vast majority of your customers are too. So unless you want to play catch-up later on, it’s a good idea to be there now.

Lastly, a question. What’s the return on investment of a receptionist? Or a secretary? I would view Social Media much the same way. Social Media is doing a job for you. It’s increasing your online presence, enhancing your online reputation, boosting the chances of your business being found by the search engines, allowing you to hear what your customers are saying about you, allow potential customers to see actual examples of how you treat your customers and clients… and that’s not even scratching the surface.

Recent studies are now showing that Return On Engagement is a more effective way of measuring the success of your Social Media output. Please let me know your thoughts too!

The Lights Are On…

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In the last few days I’ve seen a few examples where companies seemed to think that their customers are not the sharpest tools in the box, or as I once heard this described – “The gates are down, the lights are flashing, but the train isn’t coming!”

This all started on Sunday evening when I caught a few minutes of Dancing On Ice. If you’ve never seen this show – basically it’s a bunch of celebrities (and ‘Comedy’ Dave) trying not to fall over in front of ten million people. It’s a peculiar world where Torville and Dean talk but don’t skate, Phillip Schofield is the authority on the ‘Death Spiral’, and Vanilla Ice is referred to simply as ‘Robert’.

After each dance you get to text, phone or email to vote for which performance you enjoyed the most, with the loser booted off at the end of the show.  And it’s the ‘end of the show’ bit that’s important here, as under the list of numbers and suchlike on the caption for each performance, reads this beauty: DO NOT VOTE IF YOU’RE WATCHING ON ITV+1 OR CATCH-UP TV.

So in simple terms, don’t vote towards something that happens at the end of this live show, if the show has already finished. It’s like putting on the ‘Best of X Factor’ DVD and thinking ‘I can get Wagner to win this time, I’m sure I can!’

Among other things I have found are a bottle of Paraffin Emolient for helping babies with dry skin, with ‘Do Not Drink’ written on the label in small print. So if you’re short-sighted, in the bath and thirsty, you may be in trouble here.

And lastly, I brought a packet of nuts that said on the back ‘Warning: May Contain Nuts’.

No – DOES contain nuts, ‘may’ should never come into the equation, mainly because it’s a packet of nuts! I would be majorly disappointed if it DIDN’T contain nuts – I wanted nuts!

Most of these warnings are just back-covering overkill, and while it’s a mistake to think that your customers need every little detail explaining to them, there is no harm at all in reminding them regularly that you’re there.  More than ever, businesses need to engage with their customers and clients and be at the forefront of their minds when they are thinking of pressing the ‘buy’ button. Email updates and newsletters are still relevant, and businesses are increasingly turning to Social Media to establish themselves in the places that their customers are most likely to be looking.

Of course bringing in the new stuff is important, but don’t make the mistake of thinking that’s the hard work done – I reckon it’s at that point that the hard work begins.

Imagine your customer is standing in the dark, shining a torch, looking to make a purchase – would you rather be caught in the beam or staring at your competitors? Lead the way – leave your competitors envious of how are you are retaining your customer base.

Are you engaging properly with your existing clients? Let me know in the comment box below or drop me a line at matt@mattdavismedia.co.uk , I’d love to hear your opinion.

PS – If you are reading this blog on Tuesday – please do not comment. Your comment will not count and you may still be charged 🙂

It Takes Two, Baby

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Firstly, a very Happy New Year to you, and I hope you had a great Christmas.

As well as the consuming of my (ever-increasing) body weight in chocolate, and disguising the taste of five-day old turkey with a series of five-year old pickles, I also managed to catch up on some Sky Plus during the festive break, and of the programmes I managed to watch, my favourite was the highlights of the Ryder Cup tournament, played back in September.

As I watched the action back, it fascinated me that where golf is known primarily as a sport where individuals take on other individuals (as well as a large golf course, of course), the biggest and most popular tournament in the sport comprises of a team of twelve taking on another team of twelve, entirely changing the dynamic.

I’m taking nothing away from the individual achievements of the respective golfers involved, but when teamed up with another player, it seems to ignite a different spark – a unity and togetherness that simply can’t be found in the everyday format.

Once these players are paired up, they drive each other forward, encourage each other through the good times, and carry each other through the not so good times, and the sentiments of each partnership are carried through to the entire team, creating a strength and bond that is built from within.

So how important are such partnerships in business?

Well even if you don’t have an actual business partner, forming partnerships and relationships on an ongoing basis is vital to the success of your organisation. As an individual yourself, there are literally only so many relationships that you can manage at any one time – so make them count.

Going back to the golf, a player who excels off the tee but is not such a great putter will perfectly complement a team-mate who can sink the 30-footers but only make similar distances with the driver.

So add value wherever possible, listen to your clients’ wants and needs, identify ways you can help each other and make referrals whenever you’re able to. ‘Pay it forward’ and your clients will do the same for you, building a network from within full of resource, skills, and ultimately new business.

Maximising and utilising each other’s strengths will make you a business force to be reckoned with, and the opposition will be ‘green’ with envy… (sorry).

Wishing you a prosperous 2011,

Matt