Eric Jacobson

Archive for the ‘Social Media’ Category

5 Ways To Connect With Your Customers Online

In Blogging, Customer Service, General Leadership Skills, Leadership, Leadership Skills, Management, Marketing, Social Media on March 4, 2011 at 5:24 pm

If you are struggling with how best to connect with your customers online whether it’s via a company Blog or your website, consider these five approaches from the best-selling book, The Network Is Your Customer, by David L. Rogers:

  • Try Branding, Not Selling — Offer a story, entertainment, or a compelling idea that you can link convincingly to your brand, rather than trying to sell products or services directly.
  • Offer Utility — Provide content and interaction that helps solve a problem or answers a critical information need for your audience.
  • Show A Personal Face — Engage customers by showing a personal side and an authentic voice in digital content rather than the objective and authoritative voice of an institution.
  • Focus On The Particular — Focus on niche audiences and their specific needs and interests, rather than trying to engage every possible customer with the same content.
  • Make It A Game — Use the interactive, goal-based play of online games to engage customers for fun, education, and relationship-building.

Watch Super Bowl XLV For The Advertisers’ Social Media Plays

In General Leadership Skills, Leadership, Leadership Education, Leadership Skills, Management, Marketing, Social Media on February 6, 2011 at 8:44 am

As you watch Super Bowl XLV today, watch particularly for how advertisers integrate their social media with their TV commercials, and then voice your opinion about which advertiser did the most strategic and effective job of making that integration.

Mixing traditional media with new media will be unprecedented this year. 

  • One reason is that nearly two-thirds of 18- to 34-year-olds planning to watch the Super Bowl have smartphones and intend to use them while watching the game, according to Lightspeed Research.
  • Of those, 59% will be sending emails or text messages about the game while 18% will be checking out the ads online from their phones.

Some advertisers have already started their pre-game, social media play to build brand buzz and attract viewers to watch their Super Bowl commercials.

Watch for advertisers that will:

  • ask viewers to post pictures on special advertiser websites and then share them via Facebook and Twitter
  • post outtakes and/or exclusive content after the game on their websites and social media pages
  • invite (or already have invited) people to submit consumer-made-ads about the advertisers’ products
  • offer Facebook “fan only” content
  • encourage viewers to tweet about their ads
  • tie together a story that can only be pieced together by viewers by watching the TV commercial and by engaging with the advertiser’s social media

So, which advertiser scored best integrating the old with the new?

Finally, as a business leader, let today’s display of integration be food for thought about how your business can effectively integrate your social media with your more traditional marketing and promotion.

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