View from Market Square: Businesses must embrace social media (05/19) | Social Media Advice
BY BOB GARIANO View from Market Square May 18, 2012 3:16PM
There is no need to visit Market Square in order to shop at the stores there.
Today, one third of all retail trade is accomplished via the Internet. almost every enterprise in Lake Forest offers opportunities for customers to visit and shop online. Talbots, Williams Sonoma, Blue Mercury, J. Crew, Lake Florist Flowers and others are all available through their easy to navigate web sites. The Baytree Bank and Northern Trust websites are easy to use for online banking. While we are still trying to figure out how to digitize a good meal, we can still access the Market House on the Square’s menu and make a reservation on line.
The capability of computers to provide iterative messages and inexpensive access for customers has grown so effortlessly and rapidly that we expect superb online service even from small establishments. Wireless communications by cellular linkage into the internet means that we can shop from any place and at any time. This rapid growth in digital shopping has created another trend that is changing the way enterprises converse with their customers. This trend is called social media and it is already dramatically changing the commercial landscape. Those who ignore the implications of social media could well be left behind in their own markets.
Social media is one of those newer terms that has a broad meaning because people are still discovering and inventing its boundaries. Essentially social media marketing allows merchants and service providers to carry on customer specific conversations with millions of contacts in their market place and to make these contacts at once both compelling and economical. Tailoring the message and responding to customers quickly and specifically has created a level of service interaction that was unknown even a decade ago.
Marketing based on social media utilizes the internet to achieve marketing strategies that involve three fundamental advantages that are new to the retail trade.
First, social media allows real time immediate contact with customers all over the world. Time zones and geographic limitations disappear as digitized messages and ordering are available whenever and wherever the customer wants to shop. The temporal advantages of social media marketing are changing customer buying habits.
Second, the social media interaction involves tailored messages for each customer based on giant data bases that identify an individual’s buying habits or preferences. Because computers can easily and cheaply store information and then iteratively tailor outgoing messages, pointed marketing on a customer by customer basis is now possible.
Third, and perhaps most compelling, social media involves a reaction between merchants and customers on a one on one platform. Social media becomes a true conversation between commercial enterprises and individual customers. Merchants who do not recognize this concept use their websites as billboards. Merchants who understand how social media networks work, create ongoing relationships with customers.
big impact
Advertising has traditionally been a broadcasting tactic, where large amounts of information are sprayed at random to large audiences. no matter how carefully sellers segment markets, waste and redundancy were inevitable. But broad cast messages are no longer the method. Today, retailers can maintain customer specific data bases with information that is specific to an individual and to their changing circumstance. that information can then be used to cement a two-way relationship with customers.
This new trend of social media has become so important that it has created an unexpected occurrence that will impact our businesses for many years to come. The need for social media expertise has injected youth and diversity into both the senior managerial ranks and board rooms of companies that are aware of the importance of this trend. Two important announcements were made in the last four weeks that illustrate this.
last week, Marissa Mayer was nominated to the Wal-Mart board of directors. Marissa, age 36, is Vice President of Search Products and User Experience at Google. Wal-Mart had sales last year of $420 billion and is traded on the New York Stock Exchange (WMT) with a market capitalization over $200 billion. Marissa is highly qualified to be a director of one of the largest companies in the world even if she would not fit the traditional picture for such a role. Marissa was the first female engineer hired at Google in 1999 and she was one of the first 20 employees in the company. she is youngest woman ever to be listed in Fortune Magazine’s list of the 50 most powerful women in the world. she will be an exciting and valuable addition to the Wal-Mart board.
Two weeks ago, Clara Shih, age 29, was nominated to the Starbucks board. Clara has been a pioneer in the technology industry and is currently the chief executive officer of Hearsay Social Media. Starbucks, traded on NASDAQ (SBUX), has similar scale with yearly sales over $10 billion and market capitalization over $40 billion.
Also significant, both of these executives earned technical undergraduate and graduate degrees from Stanford. Marissa studied symbolic systems and computer science and Clara studied computer science. I suppose this puts to rest the anachronistic myth that women cannot excel in mathematics.
New technology that affect commercial developments create opportunities that will include talented people from many diverse backgrounds. Contemporary leadership, marketing expertise, and intellectual achievement trumps tradition whether in operating leadership or in the board room. The competitive landscape for retailers and other commercial enterprises requires that customer relationships be built on social media marketing. Companies that ignore this trend might well find themselves without a market to serve.
Bob Gariano is president of RGA, an executive search firm in Lake Forest that recruits senior executives and board members for public and private companies. Bob can be reached at
GM unfriends Facebook, pulls $10M in ads (05/19) | Social Media Advice
General Motors Co. — the world's largest automaker and one of the biggest advertisers — confirmed Wednesday it will halt paid advertising on social media website Facebook.
GM executives have concluded the advertising is ineffective, though the Detroit automaker will maintain its social media presence on Facebook, which includes fan pages.
The Wall Street Journal first reported the decision. GM reportedly spends $10 million annually on ads on Facebook, and $30 million on its Facebook fan pages.
The Facebook expenditure is a tiny portion of the $4 billion GM spends annually worldwide on advertising.
GM spokesman Greg Martin said the automaker regularly reviews its ad strategy.
"We regularly review our overall media spend and make adjustments as needed. this happens as a regular course of business, and it's not unusual for us to move our spending around various media outlets — especially with the growth of multiple social and digital media outlets," Martin said.
"In terms of Facebook specifically, while we currently do not plan to continue with advertising, we remain committed to an aggressive content strategy through all of our products and brands, as it continues to be a very effective tool for engaging with our customers."
California-based Facebook inc. is to launch an initial public offering on Friday that could value the company at $105 billion. The timing of the GM disclosure could soften investor interest, which has been intense over the offering.
GM's annual $10 million in Facebook advertising spending is a tiny fraction of Facebook's $3.7 billion in annual revenue.
David Brophy, director of the Center for Venture Capital and Private Equity Finance at the University of Michigan, said the disclosure could raise concerns.
"If GM doesn't see the value, do other automakers? is there some kind of a cascade effect?" he said. "The real question is who laughs at GM and who follows them. We have to see the second act of this play."
GM may be seeing that its customer base is relatively old and not seeing a big impact on sales from Facebook, Brophy said.
Ford Motor Co. is a big backer of Facebook and has been increasing its ad spending on Facebook, said Matt VanDyke,director of U.S. marketing communications for Ford and Lincoln.
Ford has 10 million fans globally for its Facebook pages. Its main page has 1.5 million fans; its Mustang page has 4 million — the most, Ford says, of any individual vehicle.
"We see the world differently," Van Dyke said, adding Facebook advertising helps "amplify" its content pages.
Chrysler Group LLC spokeswoman Dianna Gutierrez said the company advertises on Facebook and has no plans to halt it. "We find that it is a valuable resource for it," Gutierrez said. Chrysler's Jeep page has 2.6 million fans; its Dodge page has 1.3 million.
Volkswagen of America spokesman Tony Cervone said the automaker has no plans to stop advertising on Facebook. "It's extremely effective," he said.
GM's Chevrolet page on Facebook has 1.2 million fans. Its Corvette page has 800,000 fans, while Chevrolet's Egypt and India Facebook pages each have about 200,000 fans.
GM's Cadillac page has 1.1 million fans. The Chevy Corvette page has 800,000 fans. GM's GMC page has 660,000 and the Buick page has 400,000. GM's corporate Facebook page has 380,000 fans.
Audi USA surpasses GM with 5.2 million Facebook fans.
GM, which is the third-largest U.S. advertiser, cut its 2011 advertising budget by 16.1 percent to $1.78 billion, according to Kantar Media. of that total, $1.1 billion was spent on TV advertising; Internet advertising accounted for $270 million.
Research firm Forrester said in a blog posting this week that Facebook needs to pay more attention to marketing.
"If Facebook did pay as much attention to the marketers who handed it billions of dollars last year, and who make the site's very existence possible, maybe we'd see innovative new marketing solutions every six months rather than every few years," said the blog post from Nate Elliott and Melissa Parrish. "But marketing on Facebook doesn't work very well, and marketers can't count on things improving anytime soon. We wish we could predict this IPO would serve as a new beginning for Facebook's marketing offering, and that a new focus on becoming a grown-up business would inspire the company to put even half the energy into serving advertisers that it does into serving users."
SEO Inc. Adds Social Media Training to SEO Course at UCSD (05/19) | Social Media Advice
CARLSBAD, Calif., May 8, 2012 /PRNewswire via COMTEX/ --"Search Engine Optimization (SEO) and Marketing," a course taught by SEO inc., a Carlsbad, CA based search engine marketing company, will be back at the University of California, San Diego this month.
the three-day, 3-credit course will run May 30 through June 1 from 8:30 am to 5 pm. Class sessions provide basic information on website architecture and search engine operation and now provide added information about social media marketing.
the SEO strategies taught in the course can be used by students to optimize websites, achieve higher rankings in the top search engines, and help increase web visibility, brand awareness and online sales and conversions. Students in the SEO class learn how to boost search engine rankings by researching competitors, optimizing code, choosing competitive keywords, writing search engine-friendly website content, and creating a successful linking plan.
"I have been teaching this course since 2008, and we continue to see full classes each semester," said SEO inc. Senior Project Manager and course instructor, Burkan Bur. "Designed for webmasters, business owners, corporate marketers, and anyone else interested in increasing their website's ROI, it is believed to be one of the only courses of its kind to offer college credit.
the social media portion of the course covers blogging, social media community management, social media optimization and viral online marketing.
"By the end of the day you'll not only know how to use social media and blogging to improve your organic SEO, you'll also be able to effectively market to your communities through a variety of methods," said John E. Lincoln, Director of SEO Consulting & Social at SEO inc. and co-course instructor. "We have a heavy emphasis on Facebook, Google +, Twitter, LinkedIn, YouTube and Pinterest, but we also focus on smaller social sites as well that provide big benefits to organic search and referring site traffic. Ultimately, we use social to drive better rankings, different forms of traffic, and increase conversions for your website."
SEO combined with social media is the fastest growing form of Internet marketing, and it is the most successful and cost-effective way to promote a website property and receive maximum ROI. For more information, call 877-736-0006 or visit seoinc.com .
Class registration is available online at extension.ucsd.edu/studyarea/index.cfm?vCourse=CSE-41157 , or search course # CSE- 41157.
about Search Engine Optimization inc.:
Search Engine Optimization inc. is an integrated search engine marketing company that specializes in achieving high rankings for their clients on the internet's major search engines.
SOURCE Search Engine Optimization inc.
Copyright (C) 2012 PR Newswire. All rights reserved
Stanton Communications Named Best in Maryland by PRSA (05/18) | Social Media Advice
PRSA best in Maryland Awards, May 20, 2012
Washington, D.C. (PRWEB) May 18, 2012
The Maryland Chapter of the Public Relations Society of America (PRSA) recently named Stanton Communications a “Best in Maryland” award-winner for superior work on behalf of the State of Maryland’s Office of Tourism Development (OTD), the Maryland State Arts Council (MSAC) and pro-bono service for the 9/11 Memorial of Maryland.
As agency of record for OTD, Stanton Communications provides ongoing public relations support to elevate the State as a tourism destination for Marylanders and other travelers around the globe. through traditional media outreach, social media engagement and event promotion, the team successfully raised Maryland’s profile and contributed to a steady increase in the number of leisure travelers to the State.
“The team at Stanton Communications has helped us increase our media exposure year over year with favorable coverage of Maryland’s many sights, attractions and unique attributes,” said Margot Amelia, Executive Director of the Maryland Office of Tourism Development. “I believe that the positive travel-related coverage they have generated over the past several years has helped contribute to the increases we are seeing in visitation.”
In addition to ongoing work with OTD, Stanton Communications provides support for MSAC’s Maryland Traditions program. this collaborative, statewide initiative is designed to discover, share and sustain Maryland’s living traditions. In 2011, Stanton Communications also provided pro-bono service in support of the State’s efforts to build a memorial to the 69 Marylanders who lost their lives on September 11, 2001. from the planning stages to the unveiling on the 10th anniversary of the attacks, Stanton Communications provided strategic communication counsel and public relations outreach.
“Stanton Communications was one of the key partners who assisted in bringing this project to fruition under an extraordinarily tight timeframe – less than a year from start to finish,” said Hannah Byron, Assistant Secretary, Maryland Division of Tourism, Film and the Arts and member of the 9/11 Memorial of Maryland Committee. “Because of the team’s exemplary work with the media, the 9/11 Memorial of Maryland received significant exposure and now stands in the company of other major arts and cultural icons of Maryland.”
Additionally, the Hermes Awards, administered by the Association of Marketing and Communication Professionals, recently recognized Stanton Communications and its client Sprint with a Platinum award for the launch of Sprint’s iconic HTC EVO 3D device last year. Working with Sprint’s corporate communications team, Stanton Communications supported the launch efforts by securing attendance to the wireless carrier’s exclusive media event, and booking and managing a robust schedule of briefings with top tier journalists for multiple Sprint spokespersons. The Arc of Delaware County, which provides quality care to people with disabilities, and Stanton Communications, also received recognition from the Hermes Awards for work to showcase Delarc’s successful approach to treatment without ever using corporal or verbal punishment common in similar settings.
“It’s an honor to be acknowledged by our peers as one of the best in the business,” said Peter V. Stanton, president of Stanton Communications. “These awards also recognize our clients’ dedication to superior communication programs focused on measurable gains for their agencies and businesses,” he concluded.
About Stanton Communications Stanton Communications, Inc. is a national public relations firm with multi-category expertise. The firm represents some of the world’s leading companies in telecommunications, energy, transportation, fabrics and travel and tourism, providing them with corporate counsel, marketing communications and public affairs services. Stanton Communications is active internationally through its leadership of the multi-national alliance of independent PR firms, PR World Alliance. now in its 23rd year, the firm remains intensely focused on client service excellence. for more information, visit stantoncomm.com.
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