Digital DieHard

Mom and Pop's Social Media Shop

2010-08-11T14:23:00.008-05:00

A colleague of mine was recently asked to give a speech to a retail trade group on the effects of social media and how it can be used to attract more customers to their stores. The majority of retailers attending that day own Mom and Pop shops scattered throughout small towns in the Midwest. They compete with the behemoth box stores we've all come to simultaneously love and loathe.

Being at a severe disadvantage because of the corporate marketing and advertising dollars the big boys are willing (and able) to throw around, the Mom and Pop shops are looking for any piece of grease they can get their hands on that may make their store's name and products sticky enough to stay top of mind with the customers they value so much.

It's simply not enough to just have a website anymore. Online visitors don't want to be spoon fed the information. They want to discover it. They want to digest it. They want to discard it. But, most of all, they want to choose how to react to it.

So, how can social media help Mom and Pop in the fight against the big boys?

Here are four ways:

1. Establish a presence on a social network you are comfortable with. If you've never been on a socnet before, ask some friends for their recommendation on which might be the best to serve your needs. Some examples:

Facebook - allows other Facebookers to "Like" Mom and Pop and to receive updates on sales and promotions in their News Feeds.
Twitter - helps Mom and Pop to interact with followers and admirers on a more one-to-one basis.
Foursquare - encourages customers to "check-in" at Mom and Pop's store and get rewarded for their loyalty with discounts and other promotional deals.

2. Time or Money. You need at least one of these things if you want your social media efforts to pay off. Social media is about starting and sustaining long-term relationships. So, if you do not have the Time that it takes to do that, you'll need to have the Money required to hire someone who can do that on your behalf. The amount of time you spend on fostering online relationships will only contribute to the equity your brand has built within the offline community.

Besides the costs of hiring someone (if that is even needed), the overhead of maintaining a social presence is minimal and quite cost-efficient, especially compared to all of the media dollars one can spend on traditional media. Granted, social media marketing is more targeted and serves a different purpose than TV, radio, billboards, etc., but to think social media marketing isn't a viable, effective option for a small town retailer is nothing, if not short-sighted. Just as much (and more) can be gained from the efforts put into building a fluid, traction-gaining existence within an online community.

3. The Young (at heart) and the Restless. One key to understand is that social media is not just for young people. Naturally, using these tools will help attract younger customers who may otherwise not be attracted to Mom and Pop's store. But, surprisingly, older generations are the ones who are really gravitating toward the social medium. They use the platforms as a way to stay in touch with their families, friends and communities. Your returning customers are your brand ambassadors and if they are visiting you in your store and have nice things to say about you to their friends, chances are they will visit you online and invite their friends to do so as well.

4. Promote. Promote. Then, Promote some more. How are you going to inform your customers that you are now "socially available?"

Create table tents or other signage and put them at checkout
Remind clerks to formally invite customers to join the store and to tell their friends
Place information slips into carry-out bags

And those are just things you can do in-store. Online, you can:

Buy highly targeted ads on Facebook
Put some funds towards Search Engine Marketing
Run exclusive promotions online that only your Facebook friends, Twitter followers, or FourSquare fans can take part in, thus growing the word of mouth about your social presence

The bottom line is, it doesn't matter what size of business you have. Whether you're Big Brother or Mom and Pop, social media tools allow you to establish a voice and form valuable, enduring relationships.

What you do with that voice, and more importantly, those relationships is up to you.

8-bit Flashback

2010-04-09T13:34:00.002-05:00

Here's a fun Friday video that will make you yearn for the days of Frogger.

PIXELS by PATRICK JEAN. - une vidéo Art et Création @ Yahoo! Video

"Like" it or not, Facebook is changing the game again

2010-04-06T15:22:00.004-05:00

Reports have been surfacing that Facebook is set to make a fundamental change to the way brands are currently using the site as a consumer marketing engagement tool.

Facebook is throwing the "Become a Fan" option out the window and is instead choosing to expand the company's popular "Like" function to pick up the slack. Evidently, Facebook feels this will be beneficial for companies because there will be less hoops to jump through in order to get in front of interested users than there have been in the past.

Check out this article from AdAge.com to get more details. As you'll see this is actually part of a more elaborate and complex plan to make the "Like" button more omnipresent on sites outside of Facebook. The company seems to have a pretty clear vision for how they are trying to transition outside of the social juggernaut's walls in the very near future.

And it looks to be happening whether we "Like" it or not.

The Twitter (R)evolution

2009-07-23T09:45:00.019-05:00

I know. I know. I get it. I really do. Twitter this. Tweet that. @someone. #something. Tweeps meeting for a tweetup outside the twittershpere 'round twelve o'clock. Twotally Twawesome Twisn't Twit?

It's the digital platform that never sleeps. It has spawned more offspring than the participants at a hillbilly family picnic. There are random Twitter applications taking up bandwidth all over the Web. Some are useful (see: TwitPic, TweetDeck) while others are not (see: TweetBrawl, TwitterLeague).

Twitter is a bona fide, smash hit of epic proportions not only in the social media world, but also in pop culture. It's everywhere you look. ESPN's SportsCenter features a tweet of the day. I can find all 360° of Anderson Cooper just by searching for @andersoncooper. I could even get a play-by-play of the King of Pop's star-filled memorial (if I was remotely interested in such a thing). Not only has the media latched onto the next BIG thing, but they've brought the rest of us along for the ride.

And who are we to complain?

We're absolutely smitten with it. Obsessed at first tweet. Kind of -- (according to HubSpot, 55% of people who have registered for a Twitter account have never tweeted; think of them as Twitter Voyeurs).

It's fun making up silly sounding words and names based on such a phonetically pleasing word as Twitter. We've established an entirely new social lexicon. Forget Googling something. That was so 2005. We're tweeting now. Get with the program.

I guess it's just as fun to learn something fresh and feel like you're at the forefront of an oncoming communications revolution as you join your friends in their mission to maintain conversations and stay current 140 characters or less at a time.

But now that the next BIG thing has been delivered to us on a multitude of silver platter platforms, where does it go from here? What do we do with it?

Every social network has something in common: it must evolve or die.

I don't believe Twitter can continue to exist and prosper in its current state. I think to a small degree it will continue to be used the way it is now with tweeters just telling their followers what they're "doing now." But the future for Twitter lies in the daily news headlines. You can already see the seeds being planted. People are using the service to break, find and discuss news in rapid succession. News outlets and reporters all over the country are using Twitter to get a leg up in the Great American Media Arms Race.

Twitter needs to evolve much the same way MySpace has evolved from a basic peer-to-peer social network to a digital music and video destination. Sure, there's still pieces of me and pieces of you scattered across that site in profile form, but do you think with the emergence of Facebook and other rising social stars, that MySpace would still be around if it hadn't evolved into what it has become today?

Bill Simmons, a columnist for ESPN.com, was interviewed by Mediaite.com recently and gave great insight into the Twitter phenomenon. "People are not seeing what is happening here. Facebook is a social network; Twitter is a media/marketing vehicle disguised as a social network."

The versatility and mobility of the micro-blogging service certainly makes it attractive to new and current users alike. But just as fast as the Twitter Revolution has arrived, the time will come for Twitter to make a choice that every other social network has had to make: evolve or die.

Something tells me the Tweeps will make that decision for them.

The Prodigal Son

2009-07-13T15:19:00.002-05:00

It's true. I have returned from my six month sabbatical. I feel like a college professor just returning from an overseas stay in an underdeveloped country where I devoted my every waking hour to making the world a better place one smile at a time. Only, minus the sun tan, weight loss and the satisfaction of making the world a better place.

But that's why I'm back. I think I can make the world a better place (at least hypothetically) from my own desk listening to Pandora while I search the Interwebs for the latest digital playground toys.

So, sit back, relax and enjoy the ride as we float among the stars.

Welcome back.

The New SKAR.com

2009-01-13T13:40:00.010-06:00

The new website's here! The new website's here! This is the kind of spontaneous publicity SKAR needs! Our name online! That really makes somebody! Things are going to start happening to us now.

In case you couldn't tell from my overly-enthusiastic, "Jerk" inspired quote above, the freshly minted redesign of SKAR.com has arrived.

We at SKAR are proud to roll out this bad, mother-loving site chock-full of new features (SKARblogs, SKARsocial, an interactive timeline, etc.), a sweet new homepage featuring a unique way to view and share some of our best work, as well as other informative pages about the agency offering an inside look at SKAR.

The new SKAR.com is a departure from our previous incarnation (which was beloved) and this is the next step in the evolutionary process for the agency and our digital capabilities led by Vice President of Digital Marketing, Nate Hall.

So, if you get the chance check it out and let me know what you think of it in the comments section. I'd love to hear your feedback.

New Year's Digital Resolutions

2009-01-05T14:47:00.004-06:00

Here is a list of my digital resolutions for 2009 (countdown-style in honor of Dick Clark):

10. Use Twitter more.

9. Download as much Radiohead, Buddy Rich, and Kings of Leon as my computer can handle.

8. Tell everyone I know to watch anything on Hulu.

7. Use Justin.tv to watch as many streaming televised sporting events as my satellite provider keeps me from viewing without paying a premium (especially the Big Ten Network).

6. Be more selective when adding friends on Facebook.

5. Join more groups on LinkedIn.

4. Limit my text messages and make more phone calls.

3. Limit my phone calls and save more money.

2. Convince more people that social media doesn't work like traditional advertising.

1. Grace the world with more mind-blowingly, insightfully-stupid, yet intriguing posts from this blog.

Happy New Year!

Safety First

2008-12-16T13:37:00.004-06:00

Here at Digital DieHard, it is encouraged to be experimental and try new things.

This, however, is something no one should try.

Iran: A Nation of Bloggers

2008-12-10T15:11:00.003-06:00

In this country, we forget a lot of times, that we have incredible freedoms. One of them is being able to speak freely on subjects of our choosing in a variety of mediums (i.e. blogs, online videos, public demonstrations). It is our right to do so. But, just because it is our right doesn't mean we shouldn't be held responsible for the consequences that are the result of us exercising such a freedom.

A half-world away, sits a nation that forbids such rights and freedoms. Here is a great video focusing on a new, forward-thinking generation in the conservative country of Iran pushing the boundaries of what is possible and what is plausible in their fight against the Revolution.

Social Media Spotlight of the Week - Pownce

2008-11-20T15:19:00.003-06:00

What is it? (in their own words): "Pownce is a way to keep in touch with and share stuff with your friends. Send people files, links, events, and messages and then have real conversations with the recipients."

Who uses it?: People who want an easy way to send specific interests to their friends and co-workers.

Why should I use it?: It's an easy way to connect in a communal setting and exchange files between friends. The interface is not difficult to follow and it never feels messy. Plus, the name is cool.

Recommendation score: **** out of 5

Role-Play Marketing

2008-09-25T09:18:00.014-05:00

I've been noticing a trend in some parts of the social media universe. Some microsites have popped up that are jumping to the next evolutionary level. We all know there are sites out there where you can become part of a community and engage with other members via various social networking tools. Most of these (but not all) act independently from each other and are not associated with a particular program, channel, national brand etc. But now we are getting the opportunity to live out fantasies through marketing-generated applications.

For example:

This week marks the return of most of your favorite TV shows and I for one will be looking forward to our friends at Dunder-Mifflin in "The Office." Last season, NBC set up a microsite for the show based on one of the subplots of the year, Dunder-Mifflin Infinity. It's pretty cool in that it allows you to sign up to "work" for the paper company's online division and gives you access to a variety of company items and policies just as if you were an actual employee.

I have coined this technique Role-Play Marketing. My definition of Role-Play Marketing is the use of commercial marketing practices to engage an individual or group into creating a stake of ownership in a fictional or non-fictional universe simply by participating.

In the case of Dunder-Mifflin Infinity, Role-Play Marketing allows the TV viewer and Web site visitor the chance to become part of a fictional or non-fictional universe created favorite show and allow them to feel like they have a stake in the success of the show, thus caring more about it. By setting up a site that allows people to interact with the show in other ways besides just behind-the-scenes clips and other extras. Instead, it tries to infiltrate your everyday life and ensure those interested spend time in the universe created by the show on a regular basis and participate in extensions of storylines they have seen on TV or the Web.

This trend extends beyond TV shows and movies (think World of Warcraft) but as you can see this is a prime example of Role-Play Marketing. I will be talking more about these sites in the future so keep an eye out for them and let me know what your favorite examples are.

Social Media Spotlight of the Week - Plaxo

2008-09-18T13:19:00.003-05:00

What is it? (in their own words): "We started with a different kind of address book, one that leverages the power of the network effect to stay up-to-date. We securely host address books for more than 40 million people (and growing rapidly)."

"And now, we're bringing those address books to life with 'Pulse,' a new way to enrich your connection with the people in your life. Pulse is a bit like some social networks you've heard of, but it's different in several key ways…"

"First, Pulse is not a place to see how many online 'friends' you can collect. It’s meant to be a better way for you to stay in touch with the people you actually know and care about — your family, your real-world friends, and the people you know from business. Pulse makes it easy for you to see what they’re creating and sharing online — their blogs, the photos they’re uploading, their restaurant reviews, and so much more."

Does it do anything else?: "Pulse is not a 'walled garden.' It’s a dashboard for seeing what the people you know are creating and sharing all over the open web. You can hook your Pulse account up to all the places where you create or share stuff (your blog, Flickr, Twitter, Yelp, and more than 30 other sites)."

"But 'open' does not mean 'public.' With Plaxo, you have fine-grained control over what you share with whom, whether that’s your contact info — or your photos from last weekend."

Who uses it?: People looking to maximze use of their address book while mashing together some of today's biggest social networks into one platform.

Why should I use it?: It's a free network that allows you to keep tabs on friends, colleagues and family by tracking the content they post online in real-time.

Recommendation score: *** out of 5

Mad Twittering: The Medium is the Message

2008-08-26T15:14:00.004-05:00

Another thing I wanted to pass along from Pop Candy...

Evidently, AMC is not happy with some folks who had personas on Twitter reflecting characters from the hit series Mad Men. Read Whitney's story for all the details.

Here's my take...It's an interesting debate whether people's avatars should be allowed to impersonate fictional characters. I don't think it's a big deal. People impersonate others all the time. If I opened an email account with the name Superman2008 and sent an email to my friends saying I was from the planet Krypton and that I was a flying crime fighter, do you really think DC Comics would care? What would I be hurting?

Now don't get me wrong, obviously AMC feels they are in the right because people posing as characters from a popular TV show on a popular social network could be seen as a form of advertising.

That's the most fascinating part of this story to me. The blurring lines of communication between "friends" and and perceived advertising/social media marketing. Who's to say that a Twitter promotional campaign wasn't in the works for the show (although I doubt it since the popular series is set in the 60's).

The main thing to realize here is that with the evolution of social media and its place in our everyday lives it is becoming harder to distinguish what is real and what isn't (and who is real and who isn't).

But there in lies the beauty of the digital era that is upon us. The medium truly is the message.

My Infinite Playlist

2008-08-26T14:51:00.004-05:00

I ran across a post by the great Whitney Matheson on the blog Pop Candy today that talks about a social media promotion for the upcoming movie, "Nick and Norah's Infinite Playlist."

The premise is pretty sweet. By going to this promotional microsite you can create your own playlist of uploaded songs, pics and videos. If you want you can also use Imeem.com to upload songs already on their network and available for use.

Once you complete your playlist, you can embed it on just about any application that allows embedded HTML code. So, for example I've placed mine at the bottom of this blog. So if you want, you can head down there right now and listen to my infinite playlist...I think I'll keep this around for a while and remix the songs every week.

The other cool thing is you can remix my playlist and add some of your own songs and place them on your sight, simply by hitting the "remix" button at the bottom of my playlist. Let me know what you think about the application and my choice of songs.

Social Media Spotlight of the Week - Ustream.TV

2008-08-25T15:01:00.004-05:00

I'm starting a new segment here at at DDH called "Social Media Spotlight of the Week" where we will (as you may have already guessed) shed light on a different social media network/application each week.

Sound like fun? Let's give it a try. This week's spotlight is on Ustream.TV.

What is it? (in their own words): "Ustream.TV is the live interactive video broadcast platform that enables anyone with a camera and an Internet connection to quickly and easily broadcast to a global audience of unlimited size. In less than two minutes, anyone can become a broadcaster by creating their own channel on Ustream or by broadcasting through their own site, empowering them to engage with their audience and further build their brand."

Does it do anything else?: While broadcasting on Ustream.TV, your audience can interact with you and each other via live chat on your specific channel.

Who uses it?: Almost everyone from radio stations and bands recording albums to city councils and the Republican National Convention.

Why should I use it?: It provides you a free platform from which to broadcast live streaming video and interact with both exclusive or inclusive audiences around the world. Since all live streams are recorded and saved, you can also watch recorded clips (like YouTube) and share with your friends or embed on your Web site or blog.

Likability score: *** out of 5

MEMO 8.25.08

2008-08-25T11:07:00.004-05:00

Well, it's been too long since my last update and I have a lot of ground to make up. So, let's get right to My Electronic Morning Observations for today:

Heard an ad on local radio this morning from US Cellular touting it's free incoming calls, texts and pics. But the interesting thing was they mentioned you could also keep up with your Facebook page via a mobile application on your phone. Obviously, this service isn't exclusive to US Cellular customers, but to hear them advertise it because they believe it will help them reach a specific target demo (in this case, college students) was refreshing.

Democratic presidential nominee Barack Obama announced his running mate would be Senator Joe Biden over the weekend. The news leaked early Saturday morning, well before the campaign had planned. So it sent staffers into a frenzy to make the announcement via text message as the campaign had promised to those who had signed up to receive the eagerly-awaited breaking news. See Obama's text message to supporters here.

The games of the XXIX Olympiad (as Bob Costas would say) are officially over. Here's a follow-up story on how the games fared online.

But forget that for a second....how about Jimmy Page rocking Beijing/Bay-jing/Bayzhing/Bayshing???? Bring back Zeppelin...one night only...Omaha, NE. Make it happen.

And on a sad, truly tardy note, I must take a moment to say goodbye to the soul of the Dave Matthews Band. R.I.P. LeRoi Moore.

8.19.08 MEMO

2008-08-19T09:23:00.002-05:00

Yesterday is history and tomorrow's a mystery, so let's get right to it:

Interesting article on Michael Phelps and the phenomenon that is his Facebook page.

Google likes to satisfy its customers.

NBC's Olympic coverage online is continuing to grow even as TV ratings soar.

Want to start social media initiatives for your company but don't know where to begin? Show your boss this list.

I haven't read the graphic novel (yet) and really don't know much about the story, but I can't wait to see this.

8.18.08 MEMO

2008-08-18T09:25:00.003-05:00

And I'm back after having to take a half-day off on Friday...so without further ado I give you this morning's MEMO:

If you're a fan a STAR TREK, check out the new MySpace page from the highly-anticipated and twice-delayed movie now scheduled to come out early next summer.

This new movie page on MySpace got me thinking of some others I have seen recently (some good and some not) such as this one and this one. Can't forget about this one and of course my favorite from this year (at least so far).

And finally a look at the top 50 Web rankings for the month of July from Marketingcharts.com.

A MySpace Record

2008-08-14T13:47:00.005-05:00

It seems as though MySpace has set a new record for unique visitors in July 2008. According to data from comScore released by MySpace, the social networking juggernaut chugged along to the tune of 75.2 million users.

Who says MySpace is a thing of the past?

8.14.08 MEMO

2008-08-14T08:57:00.003-05:00

I'm starting a new segment here at DDH. I'm calling it MEMO (My Electronic Morning Observations).

These random thoughts will cover everything across the spectrum from news and sports to entertainment and technology. You name it...we can discuss it. And that's the key...I'm looking for feedback and interaction from all the Die Hards out there on posts, what you want to see from the site, etc.

So without further ado...here's the first ever MEMO:

The Olympics have taken over and have already provided us with some fantastic moments. However, last night was a dud. NBC probably suffered because of the lack of star power in play last night and was instead stuck with trying to convince Americans Synchronized Swimming was Must See TV. But who are we kidding? Without the likes of Michael Phelps (qualifying swim doesn't count) and Shawn Johnson the night felt a little off. The highlight of the night was seeing Mary Carillo's report on the food in China. Love me some fried Scorpion...Luckily, Bob Costas can make almost anything interesting in studio, but won't need to stretch too much tonight since swimming and gymnastics will once again take center stage.

NBC seems surprised by the number of mobile viewers that are watching the Olympics on the phones. This is one area broadcasting is headed (not to mention online) and until now there hasn't been a big enough event on the medium to test its popularity. Seems like NBC is figuring out people like to receive and digest content on their own terms...Eyes are opening...

And finally...check out the blog Fourth Place Medal for always updated commentary on the Games.

Out for the Day

2008-08-13T09:57:00.003-05:00

I'm gonna be out for the rest of the day, so no more posts. So, I'll leave you neophytes with this...

You Need to Go...Trust Me

2008-08-12T15:18:00.006-05:00

I stumbled across i-needtogo.com (check it out below) as I was doing some research. It's an interactive site that catches your attention immediately. I don't want to spoil your experience, so I ask that you check it out (although I will say my favorite part is the wall ads above the urinals).

I initially wasn't expecting a well-known financial institution like ING to have created this site, but frankly I'm glad they did. Even though it's all just a simple, fantastic, disgusting set-up to get you interested in one of their products, it shows you that even major companies in traditionally-safe advertising industries aren't afraid to stir the pot anymore (no pun intended).

Whether you agree if this site is tasteful or not, makes no difference. The mere fact you checked it out makes all the difference in the world...at least to ING.

In the Beginning...

2008-08-12T15:11:00.002-05:00

...there was no such thing as a blog. Thank goodness we're past that. Although it's taken some a while to catch on, I've got a feeling this Internet thing just might take off.

And with that, I welcome you to Digital Die Hard. No, it's not the fifth installment of the famed Bruce Willis franchise. Although I don't mind the movies.

Instead, it's a dedicated site that will include posts on a wide range of topics dealing with digital media marketing techniques, trends, reviews and anything else I want to talk about. I will be updating frequently, so check back often.

Feel free to leave me comments and questions.

Yipee Kay-Yay...