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Consider...
B2B: Social Media Baby Steps...You Have to Start Somewhere
We had a long conversation last week with a major national accounting firm about social media issues; we were surprised to learn how little they were doing and how unsure they were of where to step in.
One of our favorite ways to create a social media impression is to issue research around social media. For example, research could highlight the ways social media impacts organizational behavior. This could be a great way to make some noise in the social media arena...as long as your site/company presents an equally immersive social media experience.
How do you present that immersive experience? First check off the basics: robust Twitter feed, Facebook page, and LinkedIn consistency, as well as a corporate group. Feeding these networks is not an easy task, and you should expect about six to twelve months before the community you attract begins to supplement your efforts with their own content contributions.
You also must make sure your website is social media-friendly. Beyond simply linking to your social media sites, your site should enable easy sharing of any relevant content, or even feed your site visitors daily content to push onto their networks.
Now on to blogging. A tightly defined blog that is well-written, regularly updated and slightly provocative can really add to your social media "cred."
Moderated discussions on Twitter are a great way to attract an audience. Take the concept of business process, for example. You could create a Twitter hash tag (the best way to search content on Twitter) and moderate weekly discussions on topics your clients and prospects need to know about (and care about).
Video is hot and will continue to grow (see MK3 Creative article below). Bring some of your older or newer content to life through video. Site visitor retention rates significantly increase with video.
Bottom line: there is a lot you can do. The simplest path to follow is to make sure all content is search- and social-friendly. Feed your social media sites. Stay responsive and share content. The second path -- and ultimately more valuable path -- is to create content and converse. While you'll experience some benefit by participating socially, you will ultimately draw new clients and leap ahead of your consulting-based competitors by focusing your effort.
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Best,
Principal/Co-founder Principal/Co-founder
Join Castle's "Friend's & Family Network" LinkedIn group here
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Consumers and Web Videos
This month, we asked our creative partner MK3 Creative for insight into the world of web videos and its strong influence on customers.
Companies are embracing the age of online video. A product or service described with mere text and images might give the consumer an idea of what you're offering, but it leaves much to the imagination. Words in text can be misunderstood, still images of products can be stale, and, frankly, the combination tends to be unexciting.
Consumers are turning to online videos as the more effective (and interesting!) method of learning about potential products. In fact, research has found a 40 percent increase in product video viewership.* This potential often transforms into purchasing behavior, as products featured in web videos result in a 46 percent higher conversion rate than products featured with only text and images, according to a recent Treepodia study. One reason is that consumers view products in web videos as higher-quality items.** This creates a perceived level of confidence in the product, and by extension, a similar confidence in the consumer. Pete Bell, co-founder of MK3 client Endeca, states that "Visitors to our website who watch a video fill out registration forms at five times the rate of non-viewers."
Leave all the text and pictures for a magazine. Take advantage of internet capabilities, and show customers what they want and why. Learn exactly what it takes to make these videos such a profitable tool. View specific case studies of online video success here.
*eMarketer survey '07-'08
**reelseo.com '10
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Castle
Do You Really Need all those White Shirts?
Castle is proud to have once again sponsored Goodwill's "Put your Clothes to Work" clothing drive to benefit Goodwill's Clothing Collaborative for Job Trainees. With today's economy and competitive job market, this year's program is more important than ever. For more information on how you can help someone enter the work force with confidence, click here.
Calling all Food Bloggers!
Congratulations to Castle VP Hilary Allard who has been selected as a panelist for the upcoming TECHmunch food blogger event. BakeSpace.com presents the TECHmunch workshop for food bloggers on Thursday, June 10 in NYC. If you're a food blogger, this intensive one-day event will bring you up to speed on all the latest tools and tactics for building buzz, improving SEO, growing your audience and making money from your hard work. Find our more and register here.
Crisis or Lesson?
Here in Boston, we recently experienced a water main break that led to a city-wide water ban. While the ban lasted only a few days, and we all survived pretty much unscathed, a couple of hard truths were revealed that may be harder to swallow than a little polluted water. Castle friend and WHDH reporter Janet Wu shares what she learned through the crisis here, reprinted from Boston.com.
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Clients
Great Food Fast Comes to Brookline
Photo courtesy of Cindy Loo
Friendly's recently opened the second unit of its new quick-service concept, Friendly's Express, in Brookline, Mass. Express is the evolution of Friendly's, which is celebrating its 75th anniversary this year.
Friendly's Express offers a fast, fun way for people on-the-go to get the food they crave, whether eating in or taking food to-go. The restaurant features a limited menu of Friendly's favorites -- like SuperMelt™ Sandwiches, Big Beef® Burgers, salads, Fribbles® and kids' meals -- as well as new additions like the Southwestern Chicken Wrap and the Apple Walnut Chicken Salad -- and, of course, Friendly's signature ice cream desserts.
Castle is proud to provide event management services to support Snowball Express, a non-profit organization whose mission is to provide hope, new memories and education to the spouses and children of military heroes who have died while on active duty since September 11, 2001. Presented by American Airlines, Fort Worth Air Power Foundation and Pixar Animation Studios, the fun-filled weekend kicks off on June 12 in Dallas, Texas with lots of family festivities, including a pre-screening of Disney Pixar's Toy Story 3. For more information, including how to become a sponsor, please click here.
Time 'Fore' a New Identity
New client Golfology, is excited to announce its recent name change and expansion. The Hanover-based golfing supplies retailer, and former Edwin Watts Golf franchisee, has changed its name to Golfology to reflect its new independence, and is in the midst of a major marketing campaign. Just in time for Father's Day, stores will be stocked with the same quality inventory as in the past, as well as some great new value brands. BWP Turns One
Congratulations to Boston World Parterships (BWP) on its first anniversary! Created by Mayor Thomas M. Menino, BWP is a non-profit that offers competitive advantages to growth-minded businesses. Castle is working with BWP on a thought leadership campaign, and according to recent statistics, BWP is responsible for creating 200 new jobs in Boston and retaining 115 jobs, resulting in an economic impact of $38 million in statewide spending. Visit BWP's website to learn more about getting involved.
Bright Future for MassART
Image by ADD, Inc.
In a past newsletter, you learned about MassArt's plans to build a beautiful new residence hall. Now, the college has unveiled its big-picture vision. The campus development will include a design and new media center, campus center and renovated galleries. Each will highlight MassArt's continued innovation in architecture and "green" building. This comprehensive campaign will transform the campus, increase scholarship funding and expand its public programming.
Pictured: Governor Patrick (center) flanked by CWE board members.
Governor Deval Patrick recently joined legislators, Center for Women & Enterprise client entrepreneurs, and others at CWE's annual State House breakfast event to promote collaboration between the public and private sectors in support of local entrepreneurship. Castle's Sandy Lish took the podium, addressing legislators as a woman business owner and CWE director.
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