One in Three Marketers Now Hosting Original Video Content Online

Posted by: Neil James // May 16th, 2012

The numbers on online video are staggering. According to comScore, US Internet users watched nearly 40 billion videos in total and 22.6 hours of online video content during January alone. Visible Measures reported that consumers chose to watch branded videos 2.75 billion times in 2011, up 37 percent from the previous year. Clearly, online video has left the realm of tech-heads and early adopters for the mainstream.

Marketers, it appears, have responded in turn. According to a new survey conducted by Chief Marketer (as discussed in a new article for eMarketer), one-third of U.S. marketing professionals hosted original video content on either their own sites or via third-party video channels such as YouTube. Chief Marketer also reported that for 37 percent of marketers, online video content was used as a means of improving organic search engine visibility.

@NeilAndrewJames

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The Importance of Maintaining Your Blog

Posted by: Kirsten Taylor // May 14th, 2012

Blogging was once a popular social media outlet, but according to Holtz Communication, they’ve been hearing that the sentiment about blogs is declining. In their current blog (ironic), they discuss the importance of understanding that putting in a solid effort can still yield impressive results, and it’s an important outlet for brands to maintain.

The rational behind some agencies and companies ditching their blogs is that blogs just distribute noteworthy news but don’t contribute to the reputation of a brand. However, Holtz argues that often times, blogs can absolutely generate the most traffic to a site – and many blogs host the thought leaders in an industry.

They remind that good content is not easy! It’s hard work, but it’s worth it, because what you put into it is what you’ll get out. Not to mention, it can host things like white papers, webinars, etc. which re not best placed on social sites with content limits.

The article goes on to explain how to put in the right kind of focus and effort, ask the right questions, avoid shameless self-promotion, and ultimately reach to true social engagement.

@KirstenETaylor

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Online Payment, In-Store Pickup: An Emerging Trend to Capture Brand Loyalty?

Posted by: Matthew Bick // May 9th, 2012

Retail titan Walmart recently put a system in place to allow its customers to order products online and pickup and pay for their products at a store location of their choosing.  AdAge’s Jonathan Salem Baskin argues that this is a “novel pathway to building brand loyalty.”

Salem Baskin documents the losses that giants like Best Buy have incurred from being treated as “vast showrooms for merchandise” as a top area in which retailers can regain ground.  He describes, “The Walmart…program turns this phenomenon on its head and raises the potential for stores to do a lot more to reclaim their status as destinations for shoppers.”  He continues on to demonstrate numerous ways in which retailers have the opportunity to bring “meaning and purpose” back to in-store visits.

The retail industry is by no means the only industry in which “online order, in-store payment” is picking up steam.  The restaurant industry, specifically quick-serve chains, have been early adopters in this area.  Famous brands including Chipotle and Jimmy Johns have used apps that allow customers to place an order on any mobile device with the option of paying either via the app or in-store.

@MatthewBick

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Marketing Lessons from Trader Joe’s

Posted by: Kirsten Taylor // May 7th, 2012

According to a recent article on PR Daily, Trader Joe’s can provide public relations and marketing professionals far more than “Two Buck Chuck” and groceries. In fact, this grocer reveals a few little secrets about effective marketing. The chain was created by a man named Joe Coulomb, thereafter coining the name “Trader Joe’s”.

So what did Joe do that made his concept so successful?

1. Joe chose a specific audience that had a need: The first trader Joe’s store was opened to provide for the overeducated and underpaid population in Pasadena (journalists, teachers, musicians, etc.) – a group that would serve him well through their high social influence, high alcohol consumption levels and low budgets.

2. Address their needs the best to build loyalty: With these characteristics in mind, Joe built his empire on the idea that you could buy good wine for cheap – and it paid off.

3. Create a sense of urgency and continue to innovate: He created loyalty on the alcohol front but decided to conquer food as well, as he knew his customers would want it – even before they did.

Luckily for Joe, the customer base also turned out to be social media savvy and spread the word online as well. To be accessible to their audience, Trader Joe’s created Twitter pages like Trader Joe’s List, which gives day-to-day product updates, Trader Joe’s Best, which allows you to talk about your favorite products and Trader Joe’s Fans where you can meet others just like you!

How can these marketing herbs and spices help your brand? Read on.

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Design 101 for “Error 404”

Posted by: Matthew Bick // May 2nd, 2012

Everyone has seen it at one point or another.  Your favorite website is having a bad day, and when you go to load it up, an Error 404 message pops up on the screen.  Of course, all you see is the generic, blank-looking error message and some variant of “try again later” on the screen in front of you.

Right?

Not anymore, at least not on an increasing number of websites.  Like it or not, an error page is still a page that must be planned for and an opportunity to put creative messaging in front of users.  In fact, it could even be considered one of the best opportunities to make an impression upon visitors to your site.  In a situation where the user may otherwise be frustrated both by the inability to reach their desired page and the blank, uninviting look of normal error pages, developers and content managers now have the chance to provide a little humor, or at least something visually interesting.

In fact, this design mini-trend has even sparked Loveish Kalsi of Stylish Web Designer to put together a list of 30 inspirationally-designed 404 pages.

@MatthewBick

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Innovative Use for Social Media Takes to the Skies

Posted by: Matthew Bick // April 30th, 2012

Customer service and information sharing are two areas that many brands focus on in social media.  The airlines are no exception, with the industry as a whole seeing passengers often sharing information about their personal experiences in the friendly skies.  However, most of those fliers would not guess that social media is being used to make the in-flight experience more enjoyable.

Royal Dutch Airlines, known commonly as KLM, is the first airline to offer passengers the chance to choose the person sitting next to them based on social compatibility.  According to CBS’ Washington affiliate, “passengers can enter their information on the social networking sites and share their interests with others before boarding their flight. The program offers passengers the chance to see who will be on their flight.”

Although the program is only available on select flights for the moment, KLM does have plans to continue to expand the service’s availability down the road.

@MatthewBick

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Errors To Avoid When Working With New Facebook Timeline

Posted by: Matthew Bick // April 25th, 2012

Facebook’s new Timeline for Brands has forced social media managers to learn to work with some new rules when it comes to what’s appropriate and what’s banned by the new format.  Recently, socialbakers took the time to outline a few of the most common errors that brand managers have made in working with the new brand page format in addition to methods for avoiding potential spats with Facebook itself.

One of the most common pitfalls has been the use of the cover image feature for pursuits beyond storytelling.  Facebook noted that it designed this page element to help introduce users to a brand’s history or story, but some brands have begun to venture into areas (like contest promotions) that Facebook deems inappropriate for the space.

Other brands have missed opportunities simply by not taking the time to completely fill out their “about” section.  As socialbakers described, “users will visit this section to discover what your company does, or…to find your contact information, your official website URL and much more!”

@MatthewBick

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Minneapolis Marketing Firm, Russell Herder, Achieves Certified Partner Status with Google AdWords

Posted by: Neil James // April 24th, 2012

Minneapolis Marketing Firm, Russell Herder, Achieves Adwords Certified Status

MINNEAPOLIS - Russell Herder, a Minneapolis marketing firm, is proud to announce that it has earned recognition as a Google Adwords Certified Partner.  Achieving agency-level certification, Russell Herder joins the ranks of only a handful of companies within the Minneapolis market.

To achieve the status of Google AdWords Certified Partner, Russell Herder digital experts successfully passed a rigorous set of search engine marketing exams which covered such topics as keyword research, the AdWords interface, and making the most of other various online marketing and analytical tools that Google provides.

“We are proud to add the accolade of Google Partner Certified to the agency’s credentials and accomplishments,” said Carol Russell, CEO Russell Herder. “Our clients have enjoyed measurable ROI through the delivery of Google AdWords management service for some time and now this certification will allow us to further enhance the successful strategies we’ve developed to achieve the best possible results for our clients.”

Russell Herder’s digital division provides a variety of digital marketing solutions, including pay per click advertising, social media marketing, web analytics, email marketing, search engine optimization and much more. The professional digital marketing experts at Russell Herder provide custom-tailored solutions that focus on helping clients make improvements to grow the profitability of their online marketing efforts.

About Russell Herder

Founded in 1984, Russell Herder provides integrated strategic solutions to regional and national clients. With offices in Minneapolis and Brainerd, Russell Herder develops strategies that link creative, research, advertising, public relations and digital communications into powerful, results-driven platforms. For more information, visit russellherder.com.

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Showcasing Excellent Facebook Cover Photos on New Timeline

Posted by: Matthew Bick // April 23rd, 2012

By now, your brand page has probably already made the move from Facebook’s “old” brand page format to the new Timeline layout.  One of the most obvious changes was the addition of a “cover photo,” a large space at the top of any brand page devoted to branded creative collateral.

However, not every brand has taken the opportunity to deploy their creative on their Facebook page just yet.  For those still searching for ideas on just what to do with that space, Mashable might just be able to provide a creative spark.  Shortly after Facebook announced Timeline, Mashable Features Writer Christine Erickson put together a gallery of 20 excellent cover photos from some of today’s top social brands.  Featured among the best practitioners are Coca-Cola, Harley-Davidson, Nike, and Red Bull.

@MatthewBick

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