08 November

Engaging Nonprofit Volunteers through Social Media

Volunteer Ireland are hosting the National Volunteer Management Conference today so naturally our interest spiked when they asked a member of our team to give a workshop on engaging volunteers through social media. We jumped at the chance, as here at connector360 we have a special place in our heart for nonprofit organizations and the great work they do.

Our whiz kid project manager Sarah was chosen for the task due to her background working with The Irish Cancer Society. She got the head down and immersed herself in research on how nonprofits use social channels successfully. What did she find? They are pretty darn good at it!

She packaged up her findings into a lovely presentation which you can find on Slideshare below:

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Some of the major insights she uncovered was the volunteers today are young, they’re generous and they are your online influencers. They share, share and keep on sharing the good work of the organizations they are involved with.
So, connector360 is sending a call out to all young people out there to get involved with a charity that is close to their heart. There’s no comparison to how rewarding the work is but more importantly you are helping others.

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28 June

How to manage your Facebook Privacy Settings and safeguard your reputation

It is crucial you manage your online reputation if you use Facebook for personal or professional reasons.  Here we share some great advice on how to do this – please share with your friends and look after them too

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More Resources

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14 June

SocialMedia.ie create video content for Pharmaceutical Society of Ireland

Here is a recent digital video SocialMedia.ie completed for The PSI which is about promoting an understanding of the roles and responsibilities of a supervising pharmacist, as well as the legal requirement, governance and accountability aspects of the role.

You can watch the video here.

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13 June

10 Killer Tips For A Sales Focused Website

Your company website is your virtual shopfront – the place online that anyone interested in your product is likely to arrive at.   Here you highlight the unique value your products can offer everyone in your target market.  As with anything that can be sold online, new markets may open up for your business worldwide.  Of course with opportunity comes competition.  Now you may not be competing only against your rival across town but with similar firms from Melbourne to Milan.

As some online shoppers will never set foot in your own physical store (if you have one), you must wow them and woo them through your website.  The question we ask today is – once they visit, do you make it easy for them to move from curious, to interested, to sold?  Here are 10 tips to help improve user experience and increase sales.

 

Tip 1: Get Your Landing/Home Page right! - Once visitors click onto your homepage or through an ad to a specific landing page, make sure they know (a) where they are and who you are (b) what they can do while on your site, and (c) why they should stay longer.

 

Tip 2: Write great copy - Ensure your copy and content is persuasive and highlights the value of your product.  Does it

  • read well and is understandable by everyone?
  • focus on benefits for the customer, not just features?
  • provide answers to any fears or uncertainties visitors may have against purchasing?
  • give clear instructions on how to buy?
  • provide information on what happens after buying (delivery, returns process)?

 

Tip 3: Use product images - This seems an obvious point, but a text heavy site with no product images or visual cues often has visitors nodding off if they haven’t already clicked away.

 

Tip 4: Offer less products per page, with better description - Rather than following a ‘something for everybody’ approach and offering dozens of product alternatives, maybe try to focus on fewer.  This way you can zero in on the benefits of each in more detail.  Some web design guru’s give advice that for online retailers, 4-6 items on any one page is the magic number.  Did you know that Amazon follow the rule of 6?  They limit their highly effective ‘customers who bought this also bought these’ list of related items to a max of 6 per screen.

 

SocialMedia.ie importance of testing

Tip 5: Test/Change which benefits you use to sell each product - You may be very proud of a certain product benefit.  Do customers feel it is equally as important to them though?  Test different benefits within your headline or sub header and see what visitors are responding to in biggest numbers.

 

Tip 6: Test layout of any call to action - anything from the headline, copy wording, placement on page or even colour scheme of any ‘call to action’ box or button can increase response rate.  Tweak, test, repeat!

 

Tip 7: Reduce clicks to get to sale - Ensure that visitors don’t have to jump through too many hoops to avail of a free trial or make a purchase.  The longer the ‘click trail’ they have to follow, the more likely they are to baulk.  Simplify when possible.

 

Tip 8: Offer time sensitive offers/stocks etc - This is a great way of keeping your website up to the minute, and keep customers coming back to your site.  A timely offer can make your product look scarce and exclusive to potential buyers.  Google loves websites that update content often too, so it won’t do your SEO any harm either!

 

Tip 9: Promote shareability - using sharing buttons on your site allowing visitors to share an offer or product with their social network can be great exposure.  An example would be a clothing or art & design site allowing Pinterest pinning to special interest community boards to gain you viral attention the easy way.

 

Tip 10: Be your customer! – The more input you have had in your website design, the more a labour of love it will be to you.  Try to take off your designer hat and wear a visitor’s hat instead.  Use your site like they would.  There may be holes in user experience that you are not seeing, looking from the inside out.

 

These tips will get you thinking about your website and any potential for improvement.  It may be purring like a kitten to your eyes, but tweaking, testing and always looking at every change from a user perspective can glean even those small improvements that can snowball into better sales.

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06 June

Match Metrics To Your Strategy – A Focus On Facebook

We have looked at the main success factors in great digital marketing last week, so today we’re going to laser in on one of the social media giants: Facebook.

Besides your own website, Facebook is arguably your online shopfront.  With this in mind, using Facebook to build customer satisfaction is key but monitoring your performance is just as vital.

 

Facebook – Made to Measure

Okay, so you have built up a healthy following and you feel you are engaging your fans well.  Regular updates and the odd cat meme?  Excellent, but remember that every aspect of your Facebook interaction with fans can be measured to hone your efforts further.   One point to note however, is to link these metrics with your Facebook strategy.

The basic (and the most popular) metrics to note are fan count, likes & comments.  As these grow, they provide many a marketer with a warm and fuzzy feeling of success!  Simply speaking, a rise here is a positive step but if not allied to your objectives they mean surprisingly little.

Measure Against Your Goals – An Example

A brief example that this humble writer can recount was from time spent working with a local visual arts festival.  One early objective was a campaign for artistic submissions launched worldwide to give the festival an international flavour.   The net was spread wide to forums, Facebook & Twitter communities etc to attract them.  After this big push, the event’s Facebook friend count increased by 400% in three weeks!   Cue the celebrations, until the next phase of marketing began.  This was centered upon promoting ticket sales and attendance, where local fans are the obvious target.   The discovery was sobering – our hyper-inflated friend count revealed that most of these new fans were international, from Asia, South America, even Australia…  None exactly in a position to attend a festival in Dublin!

Ready, Take Aim, Measure

What to take from here is that while basic Facebook metrics often highlight positive trends, they may not be the right ones for your aims.

Looking to spread great content?  – Look for number of shares of your links, or its ‘viral’ spread

Promoting an event? – Measure if fans are primarily in your area, promote posts to local users only

Increasing leads & referrals? – Check Google Analytics, are clicks from Facebook to your website growing?

If you want to use social media to improve your business, you’re in for the long game.  Returns may not be rapid, or easy to pinpoint at first but keep your objectives in mind and stay the course.  Growing your Facebook presence must be a means, not an end.  Whatever your business is looking to achieve, use Facebook to assist these goals and measure to suit.

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22 May

Installing The Digital Marketing Cog Into Your Business Engine

Think of your business as an engine (a finely tuned one, no doubt)! If you introduce a new part or component into any engine, it will affect how the rest of the system performs. This principle is certainly true when looking at the explosive growth of digital marketing and its integration into your marketing and business functions. Let’s look at your business holistically and ensure that any digital integration assists and augments your existing business engine – a new part installed to increase performance!

 

Digital VS Traditional Marketing – No Need To Argue

Your business now has access to an already massive and ever growing digital marketing toolkit – a huge array of methods to interact with, understand and sell to customers online. Pulling back the curtain into this world means that you can dispense with traditional methods in future and bask in the warm success web based marketing offers? Not quite!

Traditional methods should rather be combined with and enhanced by digital options rather than being dispensed with. These methods have not been made obsolete by any means. Depending on the size of your business, the old reliables of TV, radio and print advertising can still be highly effective means for creating mass brand awareness. Direct mailing has stood the test of time but has arguably been surpassed by email marketing and is an example of digital’s great impact on the marketing old school.

Many companies have married old and new and created a little synergy by making the call to action on these campaigns digital based. Point customers to your website, encourage them to follow and interact on social media. Now these passive, unknown customers are made visible and ready for you to build relationships, leads and sales. This gives your brand an extra dimension through digital and is something we will delve into more tomorrow.

Tune-Up Your Other Functions With Digital

Once the marketing department have caught the digital bug, it often takes longer for these same approaches to be considered throughout the rest of the organisation.

Many firm’s customer service is still primarily phone based, but this burden on costs and man hours can be reduced by introducing platforms such as customer forums, live chat services and even website FAQ sections. If you are increasingly savvy gaining customers digitally, they may be disappointed that they cannot then follow up at other stages of their life cycle with you by these means also.

Digital is here to stay, so integrate it when possible all around your business, it should improve performance to misfiring parts and have the already finely tuned functions purring like a kitten.

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