Google Buzz Released

Published February 9, 2010 New Media Alert , News & Press Leave a Comment

Google Buzz is yet another social networking tool that is exclusive for Gmail users. It allows users to share status updates, photos, pictures, and other media in much the same way that Twitter does, but instead of linking away from the post, everything is displayed inline. PC World has a great article that describes some additional features of Google Buzz.

“Google introduced a social networking tool called Google Buzz Tuesday that allows sharing of status updates, images, and videos via a new Gmail tab called Google Buzz. The Google Buzz features will also be available on Android based phones as well as the iPhone (via a Web-based application) allowing for real-time updates to your Google Buzz feed that can show up on a new version of Google’s mobile maps.”

Read entire article »

Poll: How Do You Handle Different Social Circles w/Social Media?

Published February 4, 2010 Marketing Musings Leave a Comment
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With everyone from your mother to your boss to your middle school BFF being available on social media these days, it’s getting harder to keep your separate lives, well, separate. Not only is nearly everyone you know IRL (in real life) logging on to connect online as well, but there are several networks you – and they – can belong to. Before you know it, your company’s CEO and your high school sweetheart are tagging each other’s Facebook photo albums.

With transparency and open communication ruling the day, how much do we REALLY want to cross-network between our various social circles? The business side of social media sings the praises of finally connecting as individuals while still representing the companies we work for. Our personalities are recognized as having value inside these circles, and accounts who are run by ghost writers are looked at as being dishonest.

On the flip side, is actual value being created by sharing your weekend hobbies with the people you professionally associate with?

So, where do you draw the line? Take our poll, and please elaborate your thoughts in the comments:

Jennifer Soloway [follow me on Twitter] // Art Director // Strategic Insights

Engage Your Customers in Social Media; It’s Important

Published February 3, 2010 New Media Alert 2 Comments

Knowing what is going on in your market, maintaining good relationships, and making your brand look good is key in getting repeat and new business. Social Media is a great place to facilitate talks and gather information because you are able to join an ever-expanding conversation at any point of that conversation.

The great thing is that if you embellish both the good and the bad, and handle the bad with proactive and open efforts, it will make your brand look even better. Clients and potential customers will flock to a business that can show the ability to respond quickly to problems and questions. Making your efforts visible in a public or social network is one of the easiest ways to do this.

Keep in mind that no matter if you are the one that creates the place for discussion or not, the discussion will and is taking place. Whether or not you are a part of that conversation, negative or positive, is what makes the difference and can show that your brand is able to respond to problems and questions. If you are facilitating the environment in which people are commenting, you have the ability to not only establish rapport and control your image, you also gain  insight into your own brand or product(s). You may even learn that you need to pitch your product in a different way, change your value proposition, or even make the product/service better.

If you start it, you have to maintain it. Allocate a resource to your social media communications. It looks worse for your brand if the conversation is happening right in front of you and you still are not acting. This same principle applies to any aspect of your business. If people are calling sales and you don’t respond, you lose a sale. If they call customer service to get a question answered and no one responds, they go to your competitors for help.

jkgibbs-avatar Josh Gibbs (@jkgibbs)  //  Social Media Consultant  //  Strategic Insights

How Easy-to-Use Is Your Website?

Published January 15, 2010 Marketing Musings 2 Comments
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I read a fantastically well-detailed post this afternoon over at Smashing Magazine’s blog. The article discussed the author’s online experience in shopping for sheets by comparing the buying process of three major retailers – Macys.com, Target.com, and Overstock.com.

What the article truly is is a reminder of the importance of usability testing.

Usability testing, not just once before launch, but regularly over the course of your website’s life cycle is crucial in making sure your potential customers are getting the online experience they expect. These expectations change with time and technology upgrades, and if you are last to adopt a simpler method to achieving your site goals, visitors will notice and stop coming back. Why wouldn’t they? No one wants to work at giving a company their business.

After all, as the article points out in excruciating detail, site visitors – more accurately potential customers – are the ones who will recognize if their experience is seamless, or if the process is a challenge to work through. Both positive and negative experiences are strong enough to impact a customer’s memory of your brand.
Jennifer Soloway [follow me on Twitter]
Art Director
Strategic Insights

Biggest Loser Holds Big Brand Power

Published January 8, 2010 Marketing Musings 3 Comments

You know we’re at the beginning of a new year when you start seeing a flood of weight loss-related advertising. Weight Watchers, Jenny Craig, NutriSystem, exercise equipment, various local gyms — all taking advantage of the eager and “newly resolutioned” target audience determined to make this the year they drop the pounds and get in shape. Although I find these ads to be effective during and for the 10 seconds immediately following, for some reason the powers of motivation are not quite strong enough to pull me off my couch into action.

However, there is one show that never ceases to amaze me — and usually on Wednesday mornings after the Tuesday night airing you’ll find me in my sneakers navigating my neighborhood’s hilly sidewalks. Trust me, anything that encourages this one to exercise is definitely persuasive. Tuesday evenings my roommate and I assume our positions on our respective couches — snacks in hand, of course — and prepare for the catharsis we are about to experience yet again. “What have you done today….” the theme song chants and we ask ourselves, “yes, what HAVE we done today?!” In case you haven’t already caught on, I’m referring to NBC’s The Biggest Loser.

Hopefully by now you’re picking up on how inspiring I find this show. But the relevance for our industry is not the show’s emotional draw but rather what it has done with The Biggest Loser as a brand. Not only is there a following large enough to populate the beginning of each season with 20-some contestants,  but because of the results consistently achieved and witnessed by America, the show’s trainers are now revered as get-fit gurus. There are products including work out DVD’s, Wii games, self help books, cook books, and BMI/BMR calculators — and The Biggest Loser store has it all. There is a Club where you pay a membership fee to receive the same diet and exercise advice given to the contestants (you can even sign up to get food delivered right to your door). You can sign up for the online “League,” a community to help keep you motivated and track your progress. The Biggest Loser is on Twitter and Facebook, they have message boards and blogs. There is even a charitable effort, The Biggest Loser Pound for Pound Challenge, which benefits Food Banks.

Also, in addition to airing advertisers’ commercials, The Biggest Loser teams up with sponsorship partners, most of which offer products relevant enough to justify product placement opportunities. Product placements from recent seasons include Extra Sugarfree Gum, Green Giant Steamers frozen vegetables, Brita, and Ziploc (gotta have those pre-measured portions ready to go!). I haven’t done a sales audit, but would imagine these products benefit from the show’s endorsements with a very healthy ROI.

The season premier aired earlier this week and this go round looks as promising as the last. Of course my roommate and I were somewhat startled when one contestant confessed in their testimonial video, “I was no longer satisfied just to watch The Biggest Loser from my couch!” Hmm…preparing sneakers now.

Where have you seen The Biggest Loser?

By the way, did you know several past contestants call Raleigh, NC home? You might even run into them working out at the North Hills Gold’s Gym!

By Marie Duncan, Account Executive
Strategic Insights

Upgraded award-winning site attracts clients and new employees

Published December 17, 2009 News & Press 1 Comment
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When Precision Machine Fabrication, a Raleigh-based company specializing in close-tolerance metal fabrication, launched its last website, it was met with wide acclaim. Designed and built by Strategic Insights, and featuring a splash page with state-of-the-art flash animation depicting the fabrication process, the site won a local gold Addy award and went on to capture first place in the district.

However, that was six years ago: an eternity on the worldwide web.

“The pace of technology and design standards moves so rapidly, if you’re not reassessing your site every 2-3 years, you’re going to fall behind in one or more areas,” points out Associate Creative Director Chris Griffin. “While PMF’s original site had a lot of impact and was cutting edge on its launch, it fell victim to the inevitable.”

Mark Richardson, PMF’s purchasing manager and controller, worked with Strategic Insights on the new site, providing direction and some new content. “The original site set a high bar, but some of our information was outdated, and we needed more visibility with search engines, which meant sacrificing a great splash page. It was innovative but, unfortunately, invisible to Google.”

Mark describes the difference in traffic that came in through the old site compared to the new site “like night and day.” Able to reference monthly analytics built into the site, PMF is receiving dozens of unique visits per day, and—more significantly—inquiries from prospective clients and employees.

“The built-in email form is a great lead capture device,” adds Mark. “Not only does it allow prospects to ask questions in an insulated environment, it gives us a way to follow up with them directly. It’s also great to be able to update some of the content around the site ourselves.”

Feedback from within the company has been positive as well. “Everyone is impressed—HR can’t believe they’re getting job apps right through the site. Engineering is excited about the Dropbox integration that will allow us to send and receive large files much more easily. And everyone is generally more involved and more aware of the site now.”

“One of the overall goals was increased functionality for the client and increased ease of use for their visitors,” said Chris. “The new site is much easier to find through standard web searches, and, once found, is easier to navigate. As visitors will see in their online demo videos, PMF is a company that uses advanced technology every day, so it makes sense that they have a website that conforms to today’s standards.”

So why is PMF already looking ahead to its next website?

“Now that we’ve seen the results of redoing it, we’re going to take a look every couple of years and see what’s working and what’s not,” concludes Mark. “This site is a valuable tool for us, and like any tool, we need to keep it in proper working order.”

Web Designer vs Web Programmer vs Web Developer.

Published December 15, 2009 Uncategorized Leave a Comment

  1. Does your website look amazingly slick and well designed but not perform exactly the way it’s supposed to?
  2. Does it look like a broken down site from the mid 90s and but yet function perfectly?
  3. Or does it look great AND do what it is supposed to?

If you answered yes to question 3, you can stop reading now. If you answered yes to questions 1 or 2, you may want to keep reading. Many of you maybe even have a site that neither works well nor looks good… in which case you should definitely continue reading.

Many sites out there for whatever reason have only been designed well OR only been programmed well. That’s because many pure designers get their hands on a copy of dreamweaver and declare they can do it all and just as many pure programmers get a copy of photoshop and declare they can do it all.

As a general guideline think of it in the following way:

Web Designer: Typically can create outstanding "wow effect" graphical layouts. Not really interested in web standards as long as the design stays as true as possible. Familiar with Adobe design suite and or other graphic tools. May know basic html/css but has no knowledge of server side or dynamic scripting. May or may not have a copy of dreamweaver that will only get them in trouble.

Web Programmer: Typically an expert in a server side language like PHP/MySQL, ASP.NET/SQL, etc. May be an expert as well with a client side language like javascript. Despite getting their hands on a copy of photoshop has no real eye for design. Can do "skeleton/plain" layouts at best and may or may not care about web standards.

Web Developer: Typically a true jack of all trades of sorts. They are a hybrid of both the Web Programmer and Web Designer and not just posing as one or the other. They care about standards, clean code, clean design, best practices, and latest trends in general web design, scripting and development.

So when you’re looking to have some web work done, a 2 person team consisting of a good web designer and good web programmer or 1 or more solid web developers would ensure that your site will look good AND function properly as well.

In conclusion look for web developers and avoid the pure designer or pure programmer unless their best friend/colleague is the other… my proof? Just click around the web… it’s full of sites that are non-designed and/or non-functioning.

Is Your Web Designer a Jack-of-all-Trades?

Published December 4, 2009 Marketing Musings Leave a Comment
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There is one trait that all good web designers possess, and all would-be good web designers lack. This trait is “Jack-of-all-tradesness.” To put it in better terms, it is knowing and understanding the development process that comes after the design stage of a project. Good designers know in advance what it will take to make that design happen and design for that process, instead of in spite of it.

And what they don’t know, they ask before the first sketch is made.

This is a principle that is definitely not new, but for some reason it seems to not have yet translated to all designers when they are creating for the web. Web designers today fall into one of two categories:

  1. Designers who pass their designs off to a developer
  2. Designers who develop their own designs

In print, it is rare to see a designer who will personally mix ink colors and run the press on which the designs will be produced. Designers and printers have long needed each other in order to run their businesses, and have established a working relationship – and an understanding of each other’s part in the process – that allows them to be compatible.

Not to mention, print is a medium with a variety of static variables – that is, the designer can choose the exact environment the designs are going to live in. The designs do not need to fluctuate to account for possible circumstances that are less-than the ideal environment.

Online, designers and developers are often working for the same creative team (if they are not, in fact, the same person), yet the understanding between them tends not to be as complete as the printer-designer relationship. Often, designers who are accustomed to working in print understand good static design practices and try to apply these same principles to their online designs. In these cases, we see inflexible elements trying to live in a dynamic environment where several variables are outside the designer’s control.

What it boils down to is this: designers who are also web developers understand the limitations of the medium they are producing work for. In the process of wearing both hats designers in this category also tend to think as a developer early on in the planning stage. Adaptability is key on the web, and having the skill-set to know in advance what you may need to accommodate for is crucial for success.

Jennifer Soloway [follow me on Twitter]
Art Director
Strategic Insights

Yellow-Bellied Pages

Published November 25, 2009 Marketing Musings Leave a Comment
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I remember a time, not too long ago, when I would dutifully replace my old Yellow Pages immediately upon the arrival of the new one.  There’s even a dedicated kitchen drawer for it.

That drawer has not been accessed in months.

In this digital age, do the analog Yellow Pages still have something to offer? A directory that’s updated yearly? Well, it may surprise you, but I think it does. Apart from computer-literate blog readers like yourself, there are plenty of people who still look things up the old-fashioned way. They may even have rotary phones. And these people are still viable consumers, with actual money to spend.

The question is, how much of your audience do they comprise?

To hear the Yellow Pages tell it, they’re every bit as relevant as they were in 1992, and they’ve got the anecdotal evidence to back it up. And for some businesses, they remain The Only Game in Town. If you have only X$ to spend on marketing every year, isn’t your best bet to throw it all at the Business Bible?

If you’re selling rotary phones, yes. Otherwise, it’s time to reconsider.

My problem isn’t with the existence of the Yellow Pages–I think for certain clients, they remain a part of a well-balanced marketing mix. My problem is their attitude, which boils down to: “Advertise with us, or regret it. And by the way, we’re going to charge you five to six times what an average monthly home mortgage would be just for the privilege.”

Most advertisers work directly with a Yellow Pages rep, who has been schooled in the finer points of badgering, harassment and false negotiation. Recently a client showed me a proposal from their rep, which had them paying the same amount as the year before, but claimed to be deeply discounted. That’s because rates were going up! If you sign now, we can save you 30%!

Is this really how companies are helping businesses market themselves in 2010?

My other problem is that the Yellow Pages reps operate in a sanctimonious vacuum, maintaining their “only game in town” facade and barely acknowledging a client’s other marketing efforts. Consistency? Coordination? Not gonna happen–because their designers will provide the layout for free! It’s a value-add! A couple years ago, I opened up the Yellow Pages to my client’s ad (seeing it for the first time), and picked out five typos right off the bat. And, because the rep is willing to do/say anything to sign that lucrative contract, they’ll let the client load up the ad with whatever they want–usually about 60% more than anyone can be expected to absorb.

I put it to you, Yellow Pages–let’s work together. I’ll consider you if you’re right for my client and you pay me the same respect when you do an end-run and ambush my client directly. I’m trying to keep my client’s best interests in mind. Aren’t you?

Who’s afraid of Big Bad Social Media? Take our Poll.

Published November 13, 2009 Marketing Musings 1 Comment
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So the kids these days are all up in arms about their different social media channels.  It’s not uncommon to find individuals with accounts for Blogs, Twitter, FaceBook, Flickr, YouTube, LinkedIn, etc. (Did I miss any of the biggies?)  But it’s a different story when it comes to businesses.  There’s a lot of buzz surrounding social channels and how they can help build communities followers, drive traffic and create leads, but many of the clients we talk to aren’t ready to take the plunge.  Some people feel they don’t have the personnel they would need to manage the account.  Some don’t understand what kind of content they need to push out.  Some have taken half-hearted stabs at using one or two flavors of social media, been discouraged with results that fell short of overinflated projections and condemned the entire category as ineffective.

Here at Strategic Insights, we feel that a Social Media campaign, when correctly organized and managed and used as a part of a larger ongoing marketing campaign, can be highly beneficial to an organization – generating interest and awareness, improving visibility and SEO for your corporate site, building a loyal community with ongoing dialogues and, yes, driving leads and making sales.

So why aren’t you using Social Media for your business or product?  Take our brief poll and see what others are thinking.  Or leave a comment below if you need more room to vent or rant or rebuke.

Chris Griffin
Assoc Creative Director
Strategic Insights

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