Monday, December 3, 2012
Monday, November 5, 2012
Yes, it's okay to laugh.
Facebook released this ad, their first real commercial ever, after they reached a billion users. A billion users, that's great, that's something I'm sure no one ever thought could happen even a few years ago. MySpace only ever surpassed 100 million at the height of its popularity.
Facebook obviously wanted to do something to celebrate this monumental occasion. But did it have to be this?
Suffice to say, reaction has been negative for the most part and numerous ridicule sites have already been born:
The Tumblr account: http://arelikefb.tumblr.com/
And you'll find endless parodies of the commercial on YouTube (search it).
The big question here is: Did Facebook really need a commercial?
Based on this commercial, we'd say "No". The problem here was that Facebook didn't let the brand speak for itself. Facebook has a strong brand and people know what it's there for. They don't need a somewhat (let's be honest) pretentious and self-important commercial to tell them what Facebook does and why it's important. If they had just shown someone reconnecting with a friend they hadn't seen since high school or sharing wedding photos, then you might have a good commercial. It's like what Google does with every one of it's ads. It doesn't say: "Google is Everything in the World." At it's core, Google just says, "You can search, email stuff, chat, and get creative with how you do those things."
Every great brand does not give the impression that it's bigger than it is: Coke is refreshing, Nike is physical fitness, Apple is casual and cool, the list goes on.
At the end of the day, if you have a brand that you're confident in, you can't beat people over the head with that confidence. You have to find a way to let the brand speak for itself. In the Chairs commercial, did we even once see a Facebook timeline or the website at all? Did we see what Facebook's actual usefulness in our world is? Did we seriously just get told that Facebook is like doorbells (yeah, doorbells).
Bottom line, if you like your brand and you like what it says, let it talk. It probably has a strong enough voice on its own.
Let us know your thoughts: Did Facebook hit or miss the target? Did they even need a commercial at all?
Monday, October 15, 2012
Social media campaigns take place across any social media platforms you may choose, but the three you probably want to leverage most are Facebook, Twitter, and YouTube. Obviously, you can include others like Pinterest, Tumblr, Blogger, WordPress, etc., whatever those may be. We feel there are some things to keep in mind when working this kind of campaign. Let’s examine Old Spice’s immensely successful social media campaign:
Give them something to share
Your product might be the best on the market or, if you’re speaking with humility, it might not be. Either way, you need to give your intended audience something to share via social media. Whether that’s an image, a hashtag, or a video (as with Old Spice’s “The Man You Could Smell Like” commercials), you have to give your audience some snackable content. Something they can look at during work and laugh, something they’ll show their friends on their phone or even post to their Facebook wall.
It’s not that you interact, it’s how you interact
With social media, it is very important how you talk to the people who “like” you, your followers, or whoever is watching and commenting on your video. However, it is also important to consider the way in which you do this. Who are you going to notice more at work? The guy who grunts “Good morning” to you, or the guy who says that cheerfully, asks how your day is, and then tells you a joke. You all know about the “The Man You Could Smell Like” commercials and if you watch the video we just linked to previously you’ll see that it has 43 million views to date. Which is astounding because it means people are seeing it on TV and then watching it over and over again online.
What’s more important is that Old Spice took things a step further and took questions from Twitter fans and then launched response videos also featuring “The Man You Could Smell Like”. Here are the stats from this response campaign:
On Day 1, the campaign received almost 6 million views (more than President Obama’s victory speech)
On Day 3, the campaign had surpassed 20 million views and 40 million after the first week
Twitter interaction increased 2700% for Old Spice
Facebook interaction was up 800%
Oldspice.com traffic was up 300%
The OldSpice YouTube channel became the all-time most viewed channel
After 3 months, sales were up 55%
Old Spice became the #1 body wash brand for men
Amazing, right? All because they thought about how they could best interact with their fans.
So Old Spice has a new brand, now they have to make sure it’s consistent. Here are images from their current Facebook, Twitter, and YouTube pages:
Notice the consistency? Most people don’t realize it, but there is a way to make design a key element of social media campaigns. Yes, interaction is the most important thing, but you also want to keep your brand recognizable and consistent across social media platforms.
There are detractors out there who will tell you not to trust the ROI of social media campaigns and their are people who try them and fail and say they don’t work as a result. However, as we can see from this Old Spice campaign, the ROI can be unlimited and that if they’re organized correctly and meticulously, they can enhance your brand in a way you never thought possible.
Tuesday, September 18, 2012
- Long codes
- Short codes
Thursday, August 2, 2012
Wednesday, July 11, 2012
Social media is an ever-evolving landscape, and it’s continuing to grow. Pinterest arriving on the scene makes this growth even larger and even more exciting. All brands may not have a use for it right now, but considering the pace at which things change in this field, it’s best to keep an eye on it.
Tuesday, May 29, 2012
"Social media isn't the end-all-be-all, but it offers marketers unparalleled opportunity to participate in relevant ways. It also provides a launchpad for other marketing tactics. Social media is not an island. It is a high-power engine on the larger marketing ship."-Matt Dickman, SVP Digital Marketing at Fleishman-Hillard
Though they were labeled as fads during their humble beginnings (and still sometimes now), social networks like Twitter and Facebook have grown to include a combined total number of subscribers that exceeds one billion people. That’s kinda huge.
Most fleeting fads don’t feature this size fraction of the world’s population. As a result, many industries and organizations have not only accepted social media, but are now embracing social media as a way to brand their company and/or their product – whether it be through Facebook, Twitter, or both. And while the push to use social media has been somewhat prevalent since the middle of the past decade, some institutions are still trying to find their way in this realm in terms of expressing and building a brand across various social media channels. With this in mind, we’d like to offer a few key concepts to remember when branding through social media:
Branding yourself through social media has endless possibilities and it is also quickly becoming one of the most cost effective forms of marketing. But just because it’s mostly free and readily available, does not mean it’s easy to use, so please consider what we’ve wrote about while you’re using it!
Monday, April 30, 2012
- They don't see how it is relevant to the financial services industry.
- They fear the transparency of it, and how it gives customers an open forum to discuss anything - including negative topics.
Facing criticism is difficult for anyone. But especially among banks or credit unions - places people trust with their money - because stability and assurance are non-negotiable must-have qualities. It makes sense that the assumption would be that an angry member could do irreparable damage to the reputation of a financial institution by posting about a customer relations mishap repeatedly on Facebook or Twitter. And if not managed properly, it might well could.
But if managed well, it will do the opposite.
Today's consumers crave transparency from the brands they trust. Why? Because transparency is authenticity. Authenticity is real; it is honest. People trust honest. If you are doing good business, your members are going to be ambassadors of your brand. They will recognize that mistakes happen, no one is perfect. And in many cases, they will defend your brand by expressing their own positive experiences. Beyond that - they will appreciate that you took public criticism, especially if in response to it you apologize sincerely and gracefully take action to correct the problem.
Also, the fact of the matter is, whether you are on social media or not, your members most definitely are. And they are probably still talking about you. By being involved in the conversation, you can help manage it. And by not being involved, it sends the message that perhaps you have something to hide.
And, not fearing transparency has the added bonus of allowing you to use social media as the most inexpensive way to get immediate feedback on products and services you provide. That means you can make adjustments quicker, and keep your members happier.
Have a look at this case study about the Boulevard Brewing Company, and their launch of a chocolate ale.
Boulevard Brewing Company: A Social Media Case Study in Leadership, Transparency and Doing the Right Thing
Friday, April 20, 2012
Each of these are equally important, but the landing page is where you get the results you are looking for. This post has 10 quick and dirty key points to keep in mind when considering the design of your landing page.
1.) Relevant, attention-grabbing headline
2.) Relevant graphics and design
3.) Use a different design than your homepage - something that stands out and makes it unique.
4.) BUT stay true to your branding.
5.) Clear, simple call to action. Don't ask for more than one thing, instead be direct and lead them directly to that next-step.
6.) Give just enough information to support what it is you want them to do - no more, and no less.
7.) Don't make viewers scroll to view important content.
8.) Don't overwhelm them with links. Provide them with a link to the next page you want them to view, and maybe a link to contact you.
9.) Utilize white space to make it easier for viewers to make a quick scan of your landing page.
and 10.) Pay attention to the results you are getting as the campaign is ongoing-tweak your page and test the change that you make. Within the first two weeks you should have settled on design/copy that optimizes results.
Wednesday, April 4, 2012
Why Marketers Should Use PURLs
Monday, April 2, 2012
Kearley worked with Andrews Federal Credit Union to promote the opening of a new branch in Waldorf, Maryland. As part of the campaign, we combined direct mail and pURL to reach out to current members and potential new members.
Within 5 weeks of the branch opening, 119 new members signed up at the new location and over 500 current members visited the new location. Traffic remained steady at the branch following the campaign. It was so successful, Andrews repeated using pURL with three other campaigns, and are currently repurposing the pURL database to use it a fourth time.
Pretty great, huh? If you have any questions about pURLs, you can always email us at firstname.lastname@example.org.
Thursday, March 1, 2012
Image of a retail schematic for Andrews FCU
There seems to be some general confusion about what exactly retail merchandising/visual merchandising is. Ask most people, and their response is something along the lines of 'interior design for a business.' They aren't wrong--but that is just the surface.
I found a blog on ddionline.com that described it very eloquently, so I thought I'd share it here.
"To me, successful visual merchandising is a pragmatic balance of art and science and should be, in many instances, weighted more heavily on the science side. I commonly use the analogy of a cupcake to describe this balance. The bottom portion of the cupcake represents the science, or the primary foundation of visual merchandising: space planning, product placement, adjacencies and organization. It is the general merchandising framework of standards, systematic practices and planning that creates this foundation. The top portion of the cupcake—the frosting—represents the art form, the display and appeal that helps to attract and differentiate. You need the solid foundation of the cake (the science) to support the frosting (the art). Since it is front and center, most people see the frosting only—which is good, but to successfully leverage the true function of visual merchandising, you must apply the framework of the science behind it. Visual merchandising creates the in-store experience. It is a 3-D expression of the brand. It creates organizational efficiencies and ultimately motivates purchase decisions that result in sales. Bottom line, effective visual merchandising is intended to create a positive customer experience that drives sales."
Read the full article here.
Friday, February 24, 2012
Thursday, February 23, 2012
Recently, we have had success using pURLs as a component of loan promotions, and more for some of our clients. So I thought I would use this opportunity to share with you what a pURL is, and how it works. As always, if you have any questions email us at email@example.com.
Personalized URLs are links to landing pages that are designed and personalized for a specific person. You can use them as part of a direct mail, or email campaign to interact with your target audience and drive them to your website to learn about specific products and/or services. Direct mail including pURLs can increase ROI as well as give customers more opportunity to interact and respond.
Ethan Boldt of DirectMarketingIQ says that direct mail remains the only medium that physically gets into people’s hands, so including pURLs in them has added value. He points out that among higher response rates, pURLs also offer an easy way to track the success of a campaign. (Read the article here.)
In one case study, California-based Mahoney Co. brought in $13 million dollars in sales following a pURL campaign. In response, the company decided to utilize their pURLs for more than just direct landing pages. John Mahoney, president of Mahoney Co., says he wants to build an ongoing connection with their audience using pURLs. (Read the article here.)
Utah-based Zions Bank saw great results from using pURLs as part of an onboarding campaign. The campaign generated a response rate of 5%, and in response, more customers offered up their email address to receive direct communications from the bank. (Read the article here.)
Have you used or seen a pURL campaign? What did you think? Did you have success with it?
Tuesday, January 31, 2012
What makes a site usable? What doesn't? This isn't an end-all be-all list of web design snafus and successes, but here are five dos and don'ts that should give some basic guidelines to good web design.
DON'T hide the log-in from your site visitors so they have to scroll and search for it.
DO make the log-in more visible by increasing the font size or setting it apart visually in another way.
DON'T use pop-ups to present content, your users will be too lazy to disable their pop-up blocker.
DO respect your visitors and the time they spend on your page by not interrupting it.
DON'T use a font size that is too small or a color that is too bright to be legible.
DO choose a simple, no-frills font (like arial) and be consistent with it throughout your site.
DON'T have more than one flash animation per page.
DO make sure the focus of each page is on the content.
DON'T overwrite or use obvious marketing language in web content - it will be skipped over.
DO use concise language and bullet lists.
Want to know more? Check out this article that outlines 10 Principles of Effective Web Design.
Thursday, January 5, 2012
Someone sent me this after seeing it on socialmediatoday, so I thought I would share. As it turns out, though I'm sure some of us have had the inkling all along, earning Facebook likes for your business isn't exactly rocket science.
5 Tips to Getting More Likes on Your Facebook Page
What I learned?
- Be fun, people like fun
- Content, content, content
- Ask questions
- Self promote
- Put your Facebook URL on everything
Tuesday, January 3, 2012
In that spirit, I want to kick off this year by giving our readers my top 5 credit union blogs to watch in 2012. Personally I plan on keeping a better eye on these blogs myself. I chose them because they are updated frequently, and have a wealth of useful and informative content.
1. The Financial Brand
If you aren't already following the Financial Brand, you're in for a treat. Though content isn't only centered on Credit Unions (yes, it also pertains to those 'big banks' we in the CU biz love to hate), it follows news, trends, social media marketing and case studies, and MUCH more. Not to mention, the "Webinars" tab at the top of the page can introduce you to all kinds of valuable information.
2. The Credit Union Exchange at cutimes.com
Here you can find a wealth of information and the opinions of industry experts.
3. Mark Arnold
This guy is full of industry knowledge and expertise on everything from customer service to branding to organization.
4. That Credit Union Blog
Some of the focus here is on east coast credit union news, but overall the info is good and they have several contributors with something to offer, from info on general management faux pas to specifics on the industry. Check out '23 Credit Union Truths', or listen to any one of the episodes of 'Current Issues in Credit Unions.'
5. Laskos on Credit Unions
Since our focus at Kearley is marketing and advertising--a blog that focuses on these attributes specifically is just my cup of tea. Though not updated as frequently as the aforementioned blogs, Laskos provides a good, critical eye on the best and worst of credit union PR.
Hope you enjoy! Please leave links to any of your favorite credit union related blogs in the comments below.