We asked our friends and followers on Twitter why they use it, here were the responses. 

@CarolKlimas I use T to stay up-to-date on breaking news and to learn from amazing pioneers in digital marketing like yourself.

@evavoorhees Marketing for my clients. Not a big fan. But it works.

@AndreWillis To expand my knowledge of the Valley and network w/fellow industry professionals.

@AbbieF to stay in touch w/smart people and to share information.

@crogersaz I use it to get information, share information with others and meet like-minded folks interesting in marketing, music, cycling and nonprofits.

Tell us why you use Twitter by commenting below or following us on Twitter at twitter.com/libertysem and twitter.com/libertyt

There must have been at least 25-30 ticket scalpers.  Imagine the competition. Before we left, I ran upstairs to grab my jacket and as I waited for the elevator a man rushed passed me into the business center located just a few steps away from the elevators and the main entrance to the hotel.  Curious, I followed the man into the business center and sat down to fake a little “online lookup.”

I noticed this man had pulled up Craigslist and started to create an ad.  Sitting next to him, a pair of Seattle Mariners baseball tickets.

The point of this story? In business, often times we do the same things our competitors are doing, we use the same resources, at the same time, in the same place.  One by one we all line up next to each other for potential customers to determine what makes each one of us different or who has the kindest smile (best logo) and looks the friendliest (cheeky marketing speak).

It’s important to recognize that we can still use the same resources and advertise using the same channels, after all that is where are customers are.  But it doesn’t mean we can’t look at how to market ourselves and our message differently than the rest.

In this case, it seems obvious that you could sell the tickets on Craigslist to folks who are planning to attend the game but can’t find tickets (days, or even weeks before the game).  It also seems obvious that you would stand right in front of the stadium because customers know they will be able to purchase tickets from…a ticket scalper.  But, this man changed the game a bit - he used the same resource at a different time and utilized the resources around him.  Whether he sold the tickets or not, he was still utilizing the resources that were available to him - and at no cost to him.  Craigslist = Free.  Hotel Business Center = Free.

Key takeaways:

1. There are plenty of free Social Media tools out there like Facebook, Twitter, Flickr, and YouTube.  If every one of your competitors has access to the same tools and resources you do, how are you differentiating yourself? How can you utilize those tools differently - be it seasonal, deviating from a normal process, or other? Think strategy.

2. If you have created a Facebook page or Twitter account for your business are you just running with the herd? Have you just jumped on the bandwagon because every one else has? How can you use these resources and other resources outside of these to actually improve your bottom line?  Avoid the “me too” scenario or seek help from an outside consultant to introduce ideas on how to use these tools to your advantage.

3. Don’t forget the resources/tools that have worked in the past or the ones you haven’t really fine tuned that are working.  Don’t throw the baby out with the bath water.

4.  Don’t be so quick to jump on the next shiny object that sparkles.  Make sure you have a clear understanding and strategy in place before investing the time and labor costs associated with the upkeep, management, and maintenance.

Jason Baer of Convince & Convert, invoked the fire in me.  He taught me that I needed to get out of my own way to be the best I could be. He taught me to be a better person for myself, to be a better professional and to push myself to the limits.

Maggie Young of Red Flag Consulting, has been a friend and mentor, she has been instrumental in depicting how one handles themselves in a professional manner - no matter what the circumstance.  She is the most diplomatic person I know and articulate beyond belief.

Eva Voorhees of Tiny Advertising, pushed me off the proverbial cliff of entrepreneurship.  She helped me get my first client and has never stopped believing in my talent.  Eva is a wonderful lady that has unabashedly supported me and remains a client and friend to this day.

Chris Johnson of Terralever, from day one, welcomed me into his world. He opened up his business for me to learn without reservation and he gave me his friendship without expecting anything in return.  He has always been open and honest with me, and at times when I faltered he forgave and continued to support me and still does to this day.  He continues to be a integral part in my life as a mentor and friend.

Andy Richter of Terralever wanted me to be the best I could be.  He taught me that hard work deserves reward, and that there should be no hard work without reward. He always believed in me and trusted me from day one without reservation. He had faith in me. Andy was always so supportive and accepting without judgment. He had such a great spirit - he will be missed by so many.

Despite my decision to leave Terralever Andy and Chris always remained supportive and interested in my success.  They really showed me the true meaning of “if you put your mind to it, you can do anything.”

All of these people are entrepreneurs and I have had the good fortune to work for and with all of them.  I am a lucky one, to  be surrounded by kind-hearted genuine people, who are brilliant, inspiring, motivating and supportive. I am truly fortunate to know all of these people and I am grateful for their friendship, their support, and mentoring.

Thank you to all of you for believing in me, for supporting me, for pushing me to be the best I can be. I would not be where I am today without your support and guidance.

Often times, we think to tell our loved ones first that we care and appreciate them and all too often we forget to tell those who have helped us professionally and personally.  The biggest lesson is that many people will never know how much an impact they have made on your life and how very important it is to never assume they did.

It is unfortunate that it takes a tragedy to reflect on who has had an impact on my life and has played an instrumental role in who I have become. I am sorry I will never be able to tell Andy how much he meant to me.

Take this moment, this day, and every day after to tell the people in your life how much they mean to you, how they have inspired you, supported you…just how much of an impact they have made.

Email marketing ties in well with eCommerce, and is a popular online marketing channel used to drive sales. However, eCommerce companies need to be aware that gaining and retaining a loyal customer base is a key component to the bottom line, and if you’re customers aren’t happy, expect to see that bottom line plummet.

Here is my experience with one eCommerce company and their email marketing campaign. I was less than pleased with the over-all experience, and will share the pros and cons as they relate to both email marketing best practices and overall customer experience.

The Good

• This company did well in quickly shipping the item I purchased. I had the package in my hands in about two days.
• They were also helpful in recommending what size I should choose, the item of clothing fit just right.

Email Marketing: Room for Improvement

• A promotional email was sent to me for 20% off but never stated when the promotion expired. Tip: Always present the user with all offer details – from promo code to expiration date to any hidden terms.
• I received an error when I went to make my purchase saying the code was invalid. I had to contact the company in order for them to temporarily reactivate the code. Tip: Make sure that Marketing is communicating with Operations. Most customers don’t have the patience to pick up the phone. Online chat is an optional tool to handle these types of requests, but make sure they are trained appropriately.

Web site Usability: Room for Improvement

• Product information was incomplete on the site. They did not have photos showing the complete product I wanted to order. I had to contact them and ask them to add an additional picture to the website. Tip: Always ensure you have photos of every item you are selling on your website. Consumers don’t have the luxury of tangibility online so providing as much information about the product is imperative. Angles shots, videos, and customer reviews are all optimal content assets when selling a product online.
• Part of the fun of ordering online is the anticipation of the package being delivered. Tip: Tie your email marketing in with shipping/operations to create a lifecycle campaign that keeps the customer excited to receive their shipment and notifies them of tracking and delivery.
• Further disappointment came when my package arrived and I discovered I was sent the wrong piece of clothing. I sent it back to the company and received the correct order less than one week later. Tip: Always double-check that you are sending the specific product that the customer ordered. Include easy instructions on how to return the item. Tip: Don’t overlook the details of providing a simple thank you on receipts and shipping invoices. A coupon for their next purchase is also a great way to encourage repeat visits.

While I do love what I ordered, my over-all experience with the eCommerce site left me less-than impressed and I will not be making purchases from them in the future. I hope this first-hand customer experience has given useful insight to new eCommerce businesses looking to engage in email marketing and provide users with a great customer experience. Paying attention to all the details and making sure all departments are working together will ensure you a loyal customer base and an increase in your bottom line.

Many clients over the last several months have been asking whether they should get in on this “Facebook-thing” and if they should start “Twittering.” The common oversight here is that these are just new tools for communication…and marketing.

The process and the methodology shouldn’t change just because you have some shiny new objects in front of you. What is the typical process to any advertising or marketing campaign?

A. Identify Audience
B. Define Goals
C. Track and Measure

And somewhere in between A and B comes Strategy and Planning, and before A might be Research. This shouldn’t change.

Before you Twitter or Facebook, or blog, or whatever. Ask yourself these questions?

1. Who is my audience? Who am I trying to reach?
2. What am I trying to accomplish?
3. Where is my audience online and how to they best like to be communicated with?
4. What types of content will get my audience excited?

If you don’t have these answers start with a simple customer survey or do some simple research online. Use Google Alerts to identify where and what your audience is saying about your industry, product, or service. Start listening first, this will help you create a plan to be successful online and in the social space.

photo credit: James Cridland

If you’re thinking about implementing email into your marketing plan, or if you’re simply looking for ways to improve upon your current newsletters, I’ve compiled the key factors of email marketing best practices for quick reference.

The Basics:

• Build a permission based list of recipients.
• Manage the list.
• Define relevant content in the proper format.
• Deliver the message.
• Evaluate the results.

The Specifics:

• The message content should be created according to the results you wish to achieve. What is your ultimate goal? Is it to gain sales? Branding? To increase web site traffic?

• Once you’ve determined what your goals are, consider what format your message will be sent in. Do you plan to build it in html or MIME/Multipart? If you decide to build an html newsletter, format the code so that it’s clean and easy to navigate. This will save you a lot of time in the long run because it will help to prevent formatting errors.

• Avoid spam filters by checking your newsletter for content that could be seen as spam. Most email service providers can automatically check your newsletter for any content that could cause it to be placed in the recipients spam folder.

• Having an intriguing subject line is one of the most important elements of email marketing. Lack of an interesting subject line can cause your message to be left unopened completely and most likely deleted. Successful subject lines include an action phrase plus an incentive for the recipient. An example of a weaker subject line is - SFGate Newsletters: Great news and information. This offers no action phrase or incentive for the recipient. An example of a better-crafted subject line is - Save Big on New Arrivals at The Nest Baby Shop. It entices the recipient to open the message in order to discover what the new arrivals are and how much exactly they can expect to save on these products.

• Include relevant links within your email to accomplish your goal. If you want to drive more site traffic, include links to your web site in the copy of the newsletter. Promoting a sale? Give recipients a link to the special offers and sales page of your company web site. Keeping links relevant helps ensure people take action when they click on it.

• Always implement opt-in and opt-out. This means offering an unsubscribe button within your email so that people can decide to stop receiving messages from your company at any time. It also means offering a newsletter sign-up option on your site. To encourage web site visitors to sign up for your newsletter, offer them something they would not otherwise receive without being a subscriber such as discounts and coupons.

• Spell Check! And that doesn’t just mean running spell check on a computer. Actually take the time to sit down and read the copy slowly to yourself. Then have a colleague do the same to double check. Having a misspelled word in your company newsletter comes off as extremely unprofessional.

• Mind the length of your email. Most people don’t have the time to read a long newsletter, so be cautious of how much content you are including. Having a balance of images and copy makes your message more appealing to the eye and easier to read.

• Be aware of the frequency of your emails. Depending on the industry you’re in, set up a schedule that won’t irritate your recipients but will still keep your company in top-of-mind. For example, don’t send 3 emails a week about real estate market updates when once a month will suffice. This is a quick way to lose a lot of subscribers.

• Make sure your company name is clearly identified in the domain name that appears in the sender line.

• Clearly display your contact info in your newsletter.

photo credit: tamaleaver

Big brands have been early adopters with the ability to gain greater visibility with their audiences due to their brand name. And while the focus has primarily been on the difficulties that big brands face by opening the flood gates of communication and making themselves vulnerable to the comments of the consumer, I have yet to see anything focusing on the reputation, responsibility, and accountability of the consumer. So here goes…

Consumers Behave: Top 4 Reasons Why You Need to Think Before You Speak

1. Reputation:
When did cussing, swearing, and yelling become acceptable? It hasn’t. Even if it is online. The comments you make last forever and even with the ability to delete them on some sites - a handful of people may have seen your comment. The old rule of conducting yourself appropriately in public still remains online. You are still in the public eye, and more so online due to sharing abilities.

From pictures to comments, what are you posting that may jeopardize your reputation? Ask yourself before submitting that comment if it is something you would want your friends, family, colleagues, potential employers, and other potential influential people to see. People will always criticize and judge that is just the way of the world, but what ammunition are you putting in their pocket?

Mom says: “Think before you speak,” and “If you don’t have something nice to say, don’t say it at all.”

2. Credibility
Perception is everything. If you are constantly self-promoting your own stuff without engaging and participating with others you are entering into a death trap. If your commentary is fabricated, automated, or untrue, people will see through it. Without trust, there can be no true respect, relationship or friendship.

Mom says: Be yourself. Kindness and authenticity go a long way.

3. Misinformation
I don’t know how many times I’ve stumbled into the Q&A on LinkedIn where people are answering questions about topics they know nothing about. Or a blog post providing guidance and advice on topics they aren’t familiar with. I’m not going to give people advice on how to remodel their kitchen just because I know how to use a hammer and nails. You shouldn’t either, misinformation can be dangerous.

Mom says:Keep your mouth shut. You don’t always have to know the answer. Don’t feel you have to say something.

4. Exclusion
Keep in mind that many places have the right to refuse your business. If you are prepared to take the heat and possibly never be able to purchase or receive service again from a particular organization then good for you. Otherwise, conduct yourself in an appropriate and professional manner. Would you tell your client or your customer that you hated them to their face? I’m not saying walk on eggshells, but find an assertive way to handle the situation or you may find you have excluded yourself from others as well as been excluded from receiving business.

Don’t embarrass others with your actions.

Mom says:Treat others as you wish to be treated.
Mom also says:Don’t air your dirty laundry.
Mom also says:Always be a lady/gentleman.

What comments, opinions, blog posts have you seen that made you embarrassed for the person?

photo credit: playingwithbrushes

MySpace just launched a new ad platform called MyAds.com.

The platform allows advertisers to:
• Create display/banner ads using provided templates or allows the upload of custom ads
• Target Audiences down to the specifics (Interest and Occupation, Demographics, Geography)
• View your audience reach of unique users as you narrow your target audience, this system also adjusts suggested bid

Payment Options and Who Can Advertise
Payment is on a CPC (cost per click) basis. Currently they are only accepting credit cards and are only running in the U.S. They are offering a $25 credit to new users for 1 week. Use CODE web06250925 during checkout.

Reporting & Tracking
I asked several times whether they would be providing any type of conversion tracking to advertisers but received no answer. I will follow up with Lisa Carrieri later this week to see if I can get details. Currently, the platform does offer basic reporting on impressions, clicks, and CTR.

Why You Should Try Myads.com
The CPC model and the targeting and uploading of ads allows the advertiser to have more control of their ads. This will open up a whole new methodology for testing and launching ad campaigns. With the ability to test which ads are performing best and the ability to gain a better understanding of who your target audience will be highly cost effective. MyAds can also serve as a valuable testing platform before launching a National offline campaign.

Let’s hope they don’t have the same click fraud problems as Facebook.

Let us know if you have used the platform and what your thoughts are.


]]> http://www.libertyinteractivemarketing.com/blog/myspaces-launches-ads-myadscom/feed/ http://www.libertyinteractivemarketing.com/blog/myspaces-launches-ads-myadscom/ http://feedproxy.google.com/~r/libertyinteractive/~3/PxaJrvwGJ_s/ http://www.libertyinteractivemarketing.com/blog/free-non-profit-website-design-best-practices/#comments Tue, 19 May 2009 19:25:25 +0000 Liberty Tsighis http://www.libertyinteractivemarketing.com/blog/?p=527 While reading my dailies, I came across a fabulous article by Cameron Chapman on Smashing Magazine. Its focus was “Best Practices for Non-profit Website Design.”

And while I have no arguments about how helpful and resourceful this article is with regard to Non-profit Website Design, I do believe these best practices can be repurposed for nearly any organization looking to build a new Web site or update their current one.

A listing of Best Practices for Non-Profit Web sites are as follows:

1. Make your site donor-friendly
2. Make Your Site Media-Friendly
3. Make Your Site Volunteer-Friendly
4. Make Sure Your Organization’s Purpose is Immediately Apparent
5. Make Sure Your Content Takes Center Stage
6. Make Sure Your Website is Consistent with Your Other Promotional Materials
7. Know Your Site’s Purpose Up Front
8. Include a News Section or Blog

Find a breakdown for organizations that are not non-profit, on how to utilize these same Website best practices for your own company below.

Read the original and full article here.

If YOU ARE FOR-PROFIT organization, here are some Web site Key Takeaways and Thoughts from this article that can be utilized for your company:

• Make your site donor-friendly

Whether you are collecting donations, selling a product or providing information your site needs to be easy to navigate and checkout. The checkout process can be collecting donations, moving consumers through an actual purchase process, or requiring them to sign up for a webinar, or fill out information to download a whitepaper - you need to make it easy and requiring too many steps and requesting unnecessary information can mean losing that potential customer.

• Make Sure Your Organization’s Purpose is Immediately Apparent and Know Your Site’s Purpose Upfront

If visitors cannot figure out the purpose of your company or what you offer they cannot be turned into prospective customers. A cute logo and clever tagline won’t cut it. Make sure to include clear precise copy on all pages that informs visitors of what you offer, how to get more information and how it all works.

• Make Sure Your Content Takes Center Stage

Content does not equal copy. Content refers to copy, videos, blogs, Flash elements, images, and other types of media. Consider the types of audiences coming to your site and the best forms of content to include on your site that appeal to many types of personas. From researcher to purchaser, focus on the main types of personas interested in your product or service offering and appeal to their purchase process. What key pieces of information need to be present to get them to the desired action (e.g. requesting more information, signing up for a trial or demo, checking out). Different pieces of content appeal to different users and finding the right mix of content while balancing design and creating clear goal/conversion paths is no small challenge. Measure and test everything.

• Make Sure Your Website is Consistent with Your Other Promotional Materials

Take a hard and fast look at all on and offline materials. Cost efficiencies can be saved across the board by picking standard sizes, having image libraries, and all departments working from the same pool of resources. This ensures consistency across the board and that is the number one rule - consistency makes for success. Your brand identity will also be salvaged. In addition, make sure someone is assigned to managing your Web site and that they are made aware of all marketing initiatives both on and offline. There is nothing worse than having a press release sent out over the Internet and then visiting the actual company Web site for more information and there is little to no information on the product or service that was promoted, let alone the press releases hasn’t even been posted to the company site. You miss out on great search engine visibility opportunities by missing on such a simple web update.

• Include a News Section or Blog

Don’t miss out on opportunities to become an authority in your area. You don’t always have to be promoting your products or services, think inside your box but with regard to end-user. What problems do they encounter that your product or service might help solve? Blogs and News Sections are opportunities to take advantage of ongoing search engine visibility as well as deliver valuable and relevant information to your audiences. They keep your site current and fresh and provide valuable insight into your companies work ethic and level of service.

photo credit: cogdogblog


]]> http://www.libertyinteractivemarketing.com/blog/free-non-profit-website-design-best-practices/feed/ http://www.libertyinteractivemarketing.com/blog/free-non-profit-website-design-best-practices/ http://feedproxy.google.com/~r/libertyinteractive/~3/ATL4VhqqVHw/ http://www.libertyinteractivemarketing.com/blog/10-steps-to-twitter-enlightenment/#comments Thu, 23 Apr 2009 00:47:54 +0000 Liberty Tsighis http://www.libertyinteractivemarketing.com/blog/?p=506 Whether you are a novice to Twitter or a veteran we all had to learn how to walk and by learn how to walk I mean “learn how to Twitter.”

I started using Twitter a little over a year and a half ago. I know many addicted, veteran, and first time Twitter users. I’ve identified what I believe to be the 10 Steps to Twitter Enlightenment. Basically, the many phases we go through from first starting to use Twitter through to a somewhat enlightened perspective on how influential the tool can be used within our every day lives - both personally and professionally. I’d love to hear additional perspectives or experiences on your evolution of Twitter communication so please chime in.

Step 1: You’ve signed up and created a Twitter name
Congratulations. I’m sure this step took the longest, and you’ve signed up because you’ve either given in to the peer pressure of other folks asking you to get on Twitter or your curiosity finally caught up with you. Either way, you’ve done it. You have signed up for Twitter. Now what?

Step 2: “No one is following me, and who should I follow.”
No one is following you. You know someone, so you follow them, then look at their list of followers and then follow them. 6 hours later you realize you have accomplished little and have learned even less, but the nasty cycle continues and you are now following 50 more people.

Step 3: Forced Twittering.
You think “What do I do? No one is following me. Well, maybe one person.” You have this overwhelming urge to participate so you start Twittering. Your first Twitter is probably something like “I am using Twitter” or “I am drinking coffee” or “eating cheese.” But now you feel inadequate, because you’re thinking “does anyone really care if I am eating cheese?” And, the answer sadly is “No.” But hey, kudos to you, you have made your first Tweet.

Step 4: Obligation to Tweet something relevant and valuable and often.
Step 5: You hate Twitter. It’s stupid.
Step 6: You keep seeing weird symbols like RT, @, and #
Steps 4, 5, and 6 all seem to happen at the same time. While the obligation to Tweet something relevant and valuable becomes frustrating, your frustration is only further increased by your lack of participation and inundation of Twitters you keep receiving. You are conflicted with figuring out how many times to “check your Twitter” account and realize it cannot be scheduled and you will miss something if it is not checked several times per day. You become annoyed by others who are using RT and @ and #. You don’t understand what the buzz is all about and resort to “Twitter is stupid.” But you are not ready to give up, so you start investigating how to use: @, RT, DM, and #. (Read this ultimate article in Twitter shorthand, tools, and codes).

Step 7: “You mean, I don’t have to post from Twitter.com?”
During your investigation you realize that RT, @, and # enable you to interact without having to be totally original. :). Then you stumble upon or learn from friends that you don’t need to have your browser open to Twitter all day long, but instead you can use phone applications like Twitterberry and desktop applications like Tweetdeck.

Step 8: Obsession. New world created.
You become obsessed with following people and you start to discover that there is a whole world that has been created around Twitter. From brightkite to twitpic, to cool crazy sites (these are just the tip of the iceberg) and realize that your Facebook and Friendfeed can be updated automatically through Twitter. You start to become obsessed with retweetrank and twittergrader, and the list goes on and on.

Step 9: Oh, Twitter is used for Communication AND Information?
After Step 8 you realize you’ve got to cut back on your Twittering and start to think of how Twitter can be used to your advantage. You’ve entered the information gathering and communication phase. You realize after following for a few weeks, months, etc. that there is valuable and timely information to be gained and researched. That there are major folks professionally and personally that you can learn from. You have now been enlightened by the “Twitterness” (defined as the greatness of Twitter). How could you have ever gone through Step 5 of hating Twitter? You are truly enlightened by the power and realize how informative all the folks you are following are.

Step 10: The great are followed. The great will be followed.
You’ve started following folks who are relevant and valuable to you (professionally or as it pertains to your personal beliefs, values, etc.) You want to learn about a new industry or a new passion, and are excited that it is easy to connect. And sometimes when you complain or praise a company you get a response back, quickly.

You have now reached enlightenment, but I am sure there is more to come.
Tell us about your journey to Twitter Enlightenment.

Follow us on Twitter @libertyt

Other interesting Twitter Articles:
Twitter Attitudes
Top 21 Twitter Applications
47 Awesome Twitter Tools You Should be Using
58 Twitter Innovations


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