Tag Archives: Social Media

Loeb Supermarket (Metro) Radio Spots

Loeb_Holiday Feast_Radio Spot_1

Loeb_Holiday Feast_Radio Spot_2

Radio Spots created for Loeb Supermarket (Metro) Holiday Season Event.

Agency: Publicis BCP

Director/Copywriter: Robert Kramberger

 

Social Media: Creating Effective Communications Content (Past, Present and Future)

Social Media: Creating Effective Communications Content (Past, Present and Future)

By Robert Kramberger, Marketing-Communication Consultant, Copywriter

“Corporate Communication”, in the traditional sense, comprised of information provided by companies for an intended audience, akin to a speech to a very specific audience.

With the advent of Social Media, that “speech” has become more of a conversation, sometimes, even a debate. This “chat” with customers, clients or partners can be both rewarding and daunting. And how you manage the ongoing dialogue will determine the end results.

Prior to Social Media, it may have been much simpler to control the message you wanted to deliver, but it was also less effective.

Take for example advertising a product or service: a brand strategy was conceived based on relevant data the company obtained, and the interpretation of the market need or demand. Creative was produced (let’s use television as the medium for this example). Time was then bought to air the ads based on media research to achieve the greatest impact. The only real ‘measurable” result of the campaign was recording how many consumers purchased your product or service.

But what if they were considering purchasing, but had questions or concerns? What if they liked the product, but were put-off by the tone of the advertising or corporate message? It was difficult to engage in effective dialogue prior to closing a deal (those dreaded in-store or mail-in questionnaires were too time consuming and cumbersome).

Today, your audience could be anyone, anywhere, through any media. They may see your “spot” (Website, YouTube, Facebook, Instagram, Twitter, etc.), share with friends or colleagues, provide comment/feedback, and become either supporters or adversaries for your company (neutral should also be considered as a negative).

This two-way (actually, “multi-way” would be more accurate) communication enables your prospective customers/clients/partners to immediately react and respond to your corporate message. How quickly and, even more importantly, how consistent you are with your message across all platforms, will determine whether someone becomes a proponent or opponent.

It is through this ongoing conversation or dialogue that your brand is now built. This is why it is absolutely vital when creating your Communications content (Advertising, Web, News Releases, Social Media, etc.), to anticipate potential responses and feedback that may be generated from your corporate message. Your audience has now effectively become a participant or “co-author” in establishing you brand story, but the company must always guide the developing plot.

Integrate all you Communications content. This means aligning your Communications, Marketing and Sales programs with a unified message and tone: reading from the same page, from the same book, so to speak. The stronger and more consistent your story, the less likely you will have to adjust or modify your content down the line.

Now that’s a story worth sharing.

What really knocks me out is a book that, when you’re all done reading it, you wish the author that wrote it was a terrific friend of yours and you could call him up on the phone whenever you felt like it. That doesn’t happen much, though.” ―  J.D. Salinger

Social Media Impact on Your Website Part 2: Sowing the Seeds and Cross-Pollinating

Social Media Impact on Your Website:
Part 2: Sowing the Seeds and Cross-Pollinating.
Author: Robert Kramberger

Keep on sowing your seed, for you never know which will grow; perhaps it all will.”
– Albert Einstein

Facebook, Twitter, LinkedIn, Instagram, Snapchat…where does one begin?

With the rapid evolution of analytical tools available, monitoring your company’s web traffic, and being able to respond and adjust accordingly, is a vital first step to evaluating what works, and what is needed to successfully attract visitors that will, in turn, translate into sales.

Start with the basics and set you company’s goals: what are you trying to achieve with Social Media, and how will it integrate with your website?

Review all Social Media; even those you may have previously scoffed at, and understand how they work, and to whom they appeal, e.g. type of audience.

And do not forget mobile devices: what works and what doesn’t. Regardless of the channels you choose, is your content mobile-friendly?

It is also a good idea to survey your visitors on their Social Media habits: why they chose a particular one, and how they discovered your company. Did they simply stop at Social Media, or did they proceed to visit your website, as well?

Do not just look at traffic volume alone. Although your visitor may have arrived at your site through an organic search, they may have initially been influenced through other Social Media. That’s why frequent and various exposure, through multiple sources, can reap plenty of goodwill amongst visitors of all types. All Roads Lead to Home.

Keep sowing the seeds and cross-pollinate as much as you can: your business will harvest the bounty.

A few tidbits to consider:

  • Research by eMarketer shows that a majority of users (51%) prefer to log in using their Facebook credentials, when logging onto sites with a social network ID.
  • Research by Socialbakers indicates that 59.3% of customer questions are asked on Twitter, compared to 40.7% on Facebook.
  • Instagram is rapidly becoming a globally popular platform (180 million users as of January 2014), as well as other visual platforms such as Snapchat and Vine.

I may not have gone where I intended to go, but I think I have ended up where I needed to be.
― Douglas Adams, The Long Dark Tea-Time of the Soul

 

Social Media Impact on Your Website: Part 1

Social Media Impact on Your Website:
Part 1: What role does a website play, today?
Author: Robert Kramberger

Prior to the onslaught of Social Media, websites were the primary, digital portal for a business to effectively promote its products or services. The key was to create content-rich sites that would provide a virtual headquarters for your company: a place to not only display items and disseminate information, but to also drive demand, generate leads, and secure sales. Then, along came all these new channels.

Initially, from a business perspective, Social Media was perceived to augment your web presence by using these new channels to expand your company’s presence in the digital realm. The concept seemed clear: drive more traffic to your website, and the site will do the rest. So, what happened?

Social Media, such as Facebook, Twitter and Instagram, have become more than just channels; they have essentially become entities unto their own, each with their own characteristics that may or may not attract users that could translate into clients/customers for your business. The challenge is to manage the visitors’ experience with your Social Media channels and direct traffic to your website; ‘Organic’ is a term often used.

What does your Google Analysis show? Do visitors still visit your site on a regular basis? And do they connect for anything other than ordering products and services, but only after already making a decision via Social Media? Or, perhaps, they just drop in to see the recent job postings (unless, of course, they have already reviewed them through LinkedIn).

It is vital that the visitors’ exposure through Social Media encourages them to complete the journey and visit your site regularly, otherwise your website risks becoming redundant, or even obsolete. Analytic tools can certainly help determine how your business is faring in effectively driving traffic, but it would be more fulfilling, to both you and your clients/customers, if they could communicate their experience directly with you. Let them share their “journey”, as they navigate from Social Media channels to your website, and back again.

Start by providing them with an opportunity to tell you how and why they were influenced to visit your site; this could be in the form of a simple question. The key is to engage them (converse), and not to simply analyze their behavior. If they ask questions, or make comments, respond accordingly.

Also, when establishing your digital, corporate presence, offer multiple channels to reach out and engage with a variety of visitors. Research shows that the actual value of visitors may vary, depending on the channel used but, generally speaking, visitors to websites that were influenced and directed through Social Media, tend to be better engaged, and therefore, more loyal and satisfied.

Just make sure that the invitation and incentive to visit your website is absolutely clear. Ask them what they think, and also provide visible links connecting all your Social Media channels, including tabs on your website, so that the experience for visitors is truly ‘Organic’.

Web site or website, is it all the same?
Well, I suggest ‘website’, and you may refrain,
But only if you want to relive the nineties, again.

– Robert Kramberger

Commas: mostly misunderstood, often misused.

Commas: mostly misunderstood, often misused.

I will not dwell too much on technical rules at this time (“Oxford comma”, anyone?), although knowing the basic rules will prove handy.

The comma’s function is more than simply separating words, phrases, and clauses in a sentence; it also plays a role as a breathing break, or pause, if you will.

When you read a line of text, it should sound exactly the way you would normally speak. Better yet, using commas should sound like music to your ears. As with song lyrics, the comma can create and control rhythm in your writing, thus making your sentences “sing” in the right tone.

Not sure about a particular sentence? Just sing it, or read it aloud. Does it have the right tempo and rhythm throughout? Is it pleasant to the ears?

Try singing (or reading out loud) this fairly well known song, without commas.

Help I need somebody
Help not just anybody
Help you know I need someone help

Help me if you can I’m feeling down
And I do appreciate you being ’round
Help me get my feet back on the ground
Won’t you please please help me

Not so toe tapping, is it? And now, with appropriate commas:

Help, I need somebody
Help, not just anybody
Help, you know I need someone, help

Help me if you can, I’m feeling down
And I do appreciate you being ’round
Help me get my feet back on the ground
Won’t you please, please help me

Commas can also amplify and stress a particular point that you may wish to convey. For example: “Know your clients, and they will know you.”

And just for classic fun, let’s not forget the clarity that a comma delivers:

Let’s eat Grandma.
Let’s eat, Grandma.

“I have spent most of the day putting in a comma and the rest of the day taking it out.”  — Oscar Wilde