Tag Archives: Methodology

Insights on Social Media Monitoring for Luxury Brands: Facebook, Twitter, Blogs and Forums.

Major B2C companies should increase their marketing investments in On-Line activities in 2010 according to a recent survey completed by Forrester Research. Social Media should be the Big Winner.

Marketing Investments 2010 - Forrester Research
(*) Forrester Research – Global Marketing Leadership Online Survey (multiple answers)

However, the main question remains the optimal allocation of resources in Social Media Marketing: recruitment of a Community Manager, selection of specialized agencies, production of specific content?
One way to look at it could be to monitor actual behaviors of Social Media users in order to define priorities.

I have recently performed an in-depth analysis amongst 28 brands in the Luxury, Jewelery and Watchmaking industry based on Customer Centric MatrixTM methodology (using the monitoring tool Radian 6).

Social Media and Luxury industry: Blogs and Forums are still ahead.

  • “Traditional” Social Media Channels (Blogs and Forums) represent almost 80% of the content published on Luxury and Watchmaking brands
  • The second largest Social Media Channel (Twitter 19%) is the one where brands are the less present and active
  • 34% of brand related content is not supported by a Luxury Brand environment (Twitter and Forums)

Social Media Monitoring - Luxury Brands - Split by Media Type

3 major profiles of Social Media usage amongst the 28 Luxury brands analyzed

  • Active engagement (7 brands)
    Social Media content related to these brands reflects a very active involvement of brands and their communities of “Fans”. A regular and frequent follow-up of brands takes place mainly via Blogs and Twitter. Brands are usually present with an active presence through their Official Facebook page.
    Louis Vuitton communities  are a good example of this profile.
  • Passionate and Sharing (4 brands)
    Committed communities of passionate clients and fans are interacting regularly with their brand(s ). Moreover, they use all Social Media channels to discuss and share points of views.
    Breitling Fans illustrate well this profile.
  • Personal Involvement (17 brands)
    Posts related to these brands are mainly channeled by Blogs. It corresponds usually to individuals sharing their interest via Blogs dedicated to a sector (e.g. watchmaking) or a brand.
    Jaeger Lecoultre can illustrate this profile.
Social Media Monitoring - Luxury Brands - Split by User Groups

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The main conclusions of this analysis indicate some practical tips“Story Telling”Frequent publishingSpecific content initiated by the brand,synergies between Social Media channels are some of the critical success factors.

28 brands were monitored and analyzed in March/April 2010
The research sample includes the following sectors: leather goods, watchmaking, jewelery and accessories. The scope covers International leading brands, challengers and niche brands.

Methodology:

– Customer Centric Matrix combining quantitative and qualitative measurements
– Social Media Monitoring based on total number of posts (all languages and all regions) supported by Radian 6
– Social Media channels based on Radian 6 definition

Source: weblog.customercentric.org

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Four Powerful Strategies For How Luxury Brands Should Use Social Media

Luxury brands have a specific challenge in using social media: the need to retain the aura of exclusivity around their brands even as they embrace the inclusive, accessible nature of social media.

Here’s the solution: luxury brands should use social media in a manner that awareness of the brand’s promise is accessible while achievement of the brand’s promise is exclusive.

Here are four powerful strategies for how luxury brands should use social media to become accessible to fans but still remain exclusive for customers –

Luxury Brands Social Media

 

The four strategies are positioned along the accessibility-exclusivity continuum

1. Create awards, magazines and communities to interpret luxury lifestyle, fashion and design with your brand’s unique lens. Examples include LMVH NownessThierre Mugler WomanityD&G SwideWyndham Resorts Women on Their WayBMW Mini Space and Rolex Awards.

2. Leverage your brand’s desirability to create sharable digital artifacts. Examples include the Godiva virtual gift shop on Facebook and Hermes ties posters on Facebook.

3. Bring together designers, artists and customers to share how they interpret your brand. Examples include Burberry Art of the TrenchMac Artist TweetsCoach Design a Tote Contest and Sheraton Resorts Better When Shared.

4. Create a private invite-only social network like A Small World to underline your brand’s exclusivity. Examples include the Generation Benz community.

For more, do read (and share) our comprehensive guide to how luxury brands should use social media to become accessible to fans but still remain exclusive for customers.

Source: Thesocialcustomer.com

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Fashion Research Institute Collaborates with Intel Labs to Bring Premium Digital Content to Science Sim

“Content is King” has long been the mantra of the gurus of the Internet.  And now, Fashion Research Institute has teamed up with Intel Labs to provide users with a myriad of choices in premium digital content to help give those users a solid start to their Science Sim efforts.

Fashion Research Institute has been collaborating with Intel Labs since 2009, helping to push the limits of content development.

“Compelling content will drive the growth of virtual world grids; performance is essential to sustain that growth. But compelling content must be there first for the platform to host the business models to follow, including ours,” says FRI CEO Shenlei Winkler. “In particular, our research, which is supported by studying more than 65,000 new users to virtual worlds, shows that premium avatar customization content in particular aids in user uptake and deeper immersion to the platform”

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FRI provided Science Sim with six full avatars in various skin tones for male and females with multiple facial hair and makeup options, as well as a range of clothing, jewelry, shoes, and hairstyles. Additionally, FRI has provided landscaping, texture packs and buildings of various sorts.

“We were thrilled to have the opportunity to continue to collaborate with Intel Labs to bring over 800 items of inventory to the Science Sim project,” says Winkler.

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Along with recent performance enhancements, we are laying a foundation for further exploration of new problem solving methodologies. Fashion Research Institute is collaborating in this effort through their recent content contribution,” says Dr. Mic Bowman, Principal Engineer, Intel Labs.

Teach Parallel, the Intel Software Network TV, recently interviwed Dr. Mic Bowman, the principal engineer in Intel Labs, who leads the Virtual World Infrastructure research project, in which he discusses advances in Science Sim and the FRI content contribution. http://blip.tv/play/g5FLgoSJXgA%2Em4v

 

About Fashion Research Institute, Inc.: FRI is at the forefront of developing innovative design & merchandising solutions for the apparel industry.  They research and develop products and systems for the fashion industry that sweepingly address wasteful business and production practices. All items included in the Science Sim content library are covered by a license.  The class of the content determines the exact license. Scripts are covered by BSD, GPL, Creative Commons, and Public Domain licenses. All other content contributed is covered by Fashion Research Institute’s content license.

Science Sim is part of an evolution toward online 3D experiences that look, act and feel real. Sometimes dubbed the “3D internet,” Intel Labs refers to this technology trend as immersive connected experiences, or ICE. ScienceSim is differentiated from most virtual world environments
by its open source architecture. ScienceSim leverages open source building blocks (installation utilities, management tools, client viewers, etc.) based on OpenSimulator (OpenSim) software.

(Image courtesy Fashion Research Institute, Inc.)

Source: Hypergridbusiness.com

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Choosing the Best Internet Marketing Tactics

With so many new Internet marketing tactics appearing regularly, options in online marketing can seem endless. That can be problematic when running an Internet marketing campaign with limited resources, because there isn’t time to dabble in everything. Instead, the best Internet marketing tactics have to be chosen, which will provide the best return on investment (ROI).

Internet marketing is a very general term, which encompasses many types of niche marketing, all which can be used effectively online. The following are examples of types of Internet marketing:

1. Search Engine Optimization (SEO) – Natural Search Engine Rankings through link-building, keyword density, and more.
2. Search Engine Marketing (SEM) – A specialty form of online advertising, where ads are purchased on search engine results pages (SERPs) for certain keywords.

3. Email Marketing – Sending ezines, newsletters, or other email correspondence, with a marketing message, special offer, or inciting a certain action.
4. Online Advertising – Purchasing banner ads, text links, sponsorships, or other forms of paid advertising online.
5. Online PR – Using press releases, blogs, and other tools to convey company news and build an image online.
6. Affiliate Marketing – Bringing in third parties to sell for the company, for a share of each sale.
7. Viral Marketing – Using tools such as viral videos, file sharing, or tell-a-friend links to take advantage of word-of-mouth marketing on the Web.

To choose the most effective Internet marketing tactics for a website or online business, follow these five steps:

1. Choose an industry or niche that has a real demand or need to be satisfied.
2. Identify members of the target market, what their needs are, and how you’ll fill them.
3. Figure out what has the most influence over members of that target market.
4. Look at what the competition is doing, and see how you can do it better.
5. Decide on your Internet marketing budget, and build an Internet marketing plan around it.

While designing your Internet marketing plan, it can help to list every Internet marketing tactic within your budget that comes to mind, as long as it can reach the target market. That list can then be narrowed down by running each Internet marketing tactic through this checklist to find the best Internet marketing tactics for your needs:

__ The Internet marketing tactic has the potential to reach the target market.
__ The Internet marketing tactic has the potential to influence the target market.
__ This general tactic has been used successfully to reach this target market’s demographic group (in this industry or a complementary one) in the past.
__ The Internet marketing tactic will help to differentiate the business from competitors.
__ The Internet marketing tactic can be implemented effectively without exceeding the marketing budget.

Source: Marketingnova.com

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Using Footprints For Accurate, Efficient and Better Link Building

I’ve been into seo for a long while now. My specialty includes link building and the one very important factor which ‘most’ of the link builders don’t make use of is Google’s Advanced search alongwith ‘footprints’. Now there are two terms i need to explain here.

  1. Google’s Advanced/Customized Search
  2. Footprints

Google’s Advanced/Customized Search

This may not be the right word to indicate what i’m saying but its close to being accurate. You may have heard of ‘Google Codes’ that can be used within a search query. To mention some we have

  • intitle
  • inurl
  • inanchor
  • intext
  • site

Basically ‘inanchor’, ‘intitle’ are used while doing competition analysis.

’site’ which is used as site:http://techfrog.org/ will show all the indexed pages from within the particular website, in other words it will show all pages that precede with http://techfrog.org/.

‘intitle’ is used in the following manner, i.e. intitle:"dog food". What this basically does is that it will gather all the results that contain the words ‘dog food’ in their title.

‘inurl’ when used as inurl:"dogs and cats" will return results that contain ‘dogs-and-cats’ in the url(web address) of the page. Remember that the hyphen(’-‘) is the primary space separator for urls.

‘intext’ when used as intext:"dogs and cats" will get you all the pages that contain the terms ‘dogs and cats’ within the text of the page.

Footprints

Footprints are the unique identity of an entity that are existent anywhere at anytime. We as humans have fingerprints that are unique and stay the same wherever we may go unless ofcource if they have been manipulated manually. Similarly all the major website platforms like WordPress, Drupal & Joomla have their own unique footprints that can be identified on various websites that make use of these platforms.

These footprints can be used to search pages on the web which belong to only a particular platform. E.g. WordPress’ footprints can be used to search websites that are build only on wordpress. We can put this to use because WordPress and Drupal as platforms give the users the freedom to comment on various posts and articles. We can include our links within these comments so as to build backlinks for our website.

WordPress

Wordpress CommentsWordPress Comments 

WordPress is the largest blogging platform on the web and has millions of webpages to its credit. The best thing about wordpress for us linkbuilders is that comments are enabled by default and are present on every post. The ‘Website’ field also lets us place our website URL which ultimately helps in linkbuilding. The standard comment system format is as in the image aside.

The following footprints can be used to find wordpress pages where comments are open.

  • ‘Leave a Reply’ ‘Name (required)’ ‘Mail (will not be published) (required)’ ‘Website’
  • “Notify me of follow-up comments via email” “Mail (will not be published)”
  • “Leave a Comment” “Name” “Website”
  • “powered by wordpress”

The last footprint is more of a generalized one which will not necessarily give you refined results as it will also include the homepage and other pages of a wordpress blog on which there is no comment facility.

We can use these footprints with our customized Google search to get our desired pages. Now consider you have a primary keyword “quality dog food”. Let us search for pages on wordpress that can be commented upon that have the text ‘quality dog food’ either within the url, title or text. We enter the following query into google that gives us 3420, 121 results respectively

‘Leave a Reply’ ‘Name (required)’ ‘Mail (will not be published) (required)’ ‘Website’ intext:”quality dog food”

‘Leave a Reply’ ‘Name (required)’ ‘Mail (will not be published) (required)’ ‘Website’ intitle:”quality dog food”

‘Leave a Reply’ ‘Name (required)’ ‘Mail (will not be published) (required)’ ‘Website’ inurl:”quality dog food”

If we do the math, we have got 3421+121+107-(approx 50 common pages)=3599 targeted, keyword specific commentable pages based on wordpress in no time. If you happen to have the Ultimate WordPress Comment Spammer, you can do the job of posting on autopilot.

Drupal

Drupal CommentsDrupal Comments 

Drupal is a content management system which is also used widely. It also supports comments which are present in almost every page by default. Many Educational miniblogs on the .edu domain use Drupal, as an example you can consider psu.edu which has tons of dofollow High PR & commentable backlinks. Drupal has two major footprints that can help us find its pages anywhere on the web. It is as shown below :

  • “Login or register to comment”
  • “Login or register to post comments”

As you’ve learn’t in the wordpress section, you can use these footprints in the same way to find some keyword relevant pages for you to comment on. You may have heard that backlinks from .edu and .gov sites hold more weightage/importance. How true this is, we don’t know. Anyways, we can use the following query to find pages on Drupal on a .edu or .gov site specific to a given keyword.

site:.edu “Login or register to post comments” inurl:”my keyword”

site:.gov “Login or register to comment” inurl:”my keyword”

Note : Make sure you don’t copy-paste the search query’s above but type them yourselves as the text-formatting/encoding here is different from what your keyboard will produce on Google’s saerch bar.

I personally prefer Drupal for linkbuilding as it has an ace over wordpress. Here are some basic differences between WordPress and Drupal which you should know.

WordPress

  • Comment Links Are Nofollow By Default
  • Can Comment as a Guest
  • Link Can be placed Within Comment text or in the ‘Website’ field with the anchor text in the ‘name’ field.
  • Better Anti-spam Protection

Drupal

  • Comment Links are Dofollow by default
  • Need To Register To comment
  • Links need to be placed Within the Comment body in HTML
  • Comparatively Poorer Anti-spam protection

You can research and find your own footprints. These alongwith Google’s customized search is a Link Builder’s Best Tool.

 

Source: Techfrog.org

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Complete’ On-Page Seo in 12 steps

Though many Search Engine Optimizers may disagree, On-page SEO is very much important. The need for extra on-page optimization is surely a debatable topic. Considering the search volume provided by the other search engines like Yahoo, Bing and ASK and their priority towards on-page factors, i’d say on-page optimization is a must. SEO For Google mainly consists of relevant off-page optimization mainly consisting of link-building but this is not the case with its competitors.

anatomy-of-result-seo

Relevancy according to Yahoo mainly includes Authority, trustrank and ofcourse on-page content.following are the tips and techniques to be considered while optimizing your pages so as to rank better for the respective keywords :

keyword-in-url

1) Keyword In URL :

Having your keyword in the URL can have the best influence for ranking for that particular keyword.

keyword-in-title

2) Keyword in Title :

The <title> tag within the section should be the first place your keyword is placed.

3) First Priority :

Search engines read a page from the top left to the bottom right, place the Keyword within a <H1> tag to the top left such that it will be the First words that the spider would read.

priority

4) Last Priority :

So also place the Keyword in the bottom right corner.e.g. in the copy right text,i.e.© All rights reserved ‘Keyword’.

html-tags1

5) Html Tags :

Search Engines also give priority to text with the <b>,<em></i>,<u> tags. You may place your keyword within these, but be very sure not to overdo it. Having it once in each is more than enough.

images-in-content

6) Inclusion Of Images :

You ’should’ include images in your content,though search engines are not too smart with them’ images can be used for your benefit. They are even included in the ‘Google Images’ index thus driving you traffic from another source. Make sure the name of the image file is your Keyword,e.g. ‘Keyword’jpg. Also include the ‘alt’ attribute within the <img> tag which will contain your Keyword i.e alt=”Keyword”.

keyword-density

7) Keyword Density :

Maintain a moderate level of keyword density, there is no prescribed amount that is deemed best but make sure you don’t overdo it. Many people say keyword density doesn’t matter but actually it does. Google Webmaster Tools itself gives significance to keywords based on their density.

Keyword-Proximiy

8′) Keyword Proximity :

Place your keywords intelligently. Don’t keep a keyword 5 times in the first 50 words and 2 times in the next 500 words, that would be really stupid, its best to evenly place them across the content.

internal-linking

9) Internal Linking :

Linking to other pages within your domain wrapped within relevant keywords is a good practice for healthy on-page Seo. These inner links are known as deep links and internal linking has many benefits, i.e. (a) Reduces the bounce rate (b) Directs search crawlers to your inner pages thus helping some pages get indexed. (c) Acts as a low priority backlink highlighting the keyword wrapped.

10) Titles For Links :

How the ‘alt’ attribute is used for images, similarly the ‘title’ attribute is used for links within the <a> tag. It provides some kind of hypothetical authority to these links and strengthens the keyword significance for the link if the keyword is placed within the ‘title’ attribute.

meta-description

11) Meta Description :

Who says this isn’t important? The meta description is the description of the page mentioned in the SERPs(Search Engine Results Page). Keep the word count below 160 characters and place the keyword not more than 3 times. As per Matt Cutt’s last notice, Meta Description has no influence on SEO whatsoever. Make this description look genuine and not spammy as this is what will convince the users to click on the link leading to your site from the search engines.

no-spamming

12) NO Spam :

The last and the most important point. Your content is made for humans and not bots, don’t make it look even a bit spammy. You can compromise Seo but never compromise quality.

The best on-page Seo is the one that would not at all be visible to th normal visitor but would easily grab the attention of the search crawler. These are all the points I can get as of now, if there are any you would like to share you are welcomed to place them in your comments.

Source: Techfrog.org

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Marketing Methods and Trends – What’s New for 2011?

We are one year into a new decade and we have all seen the shift in how we market and reach consumers. In order to be efficient in marketing, it’s important to realize what will work and what marketing methods are being left by the wayside. Now, with that being said please understand that my statement of trends is broad and may not reach your specific demographic. For example, if you serve a senior market a yellow page may very well still bring in customers for you, but if your customer is under the age of 60 it’s best to put those dollar elsewhere.

This year there are five marketing methods and trends that I’ll be watching with a close eye. We’ve seen many changes over the last few years and this year will be no different. Trends and methods that I’ll be watching closely this year include:

 

 

 

 

Mobile Marketing

In a report done by CTIA Wireless Association it was reported that 250+ million Americans carry mobile phones – that’s over 80% of the nations population. Mobile applications will continue to be developed and smartphones and tablet PCs will remain a part of our daily lives. It’s no longer just about mobile access to email, messaging, calendars and websites. We will see more location based services, mobile gaming, applications, and event-based mobile marketing. We’ve been inundated with new technology from Apple’s iPhone, iPad and Google’s Android integration. I guarantee it won’t stop there, we will continue to see mobile marketing innovations throughout 2011 and beyond. We will see new devices, faster speeds, and location based technologies integrated with one another. If you are a marketer and you’ve not explored the avenue of mobile marketing, this is your year. Get on the bus or get left behind.

Social Marketing Integration
In 2010 companies began to take social media marketing seriously and because of that we saw social media explode as a marketing tool. This year we will begin to see companies integrate social media into their overall marketing plan, which is how it should have been done in the first place, but better late than never. We will see social media expand from a tool used primarily for customer service and brand management to being used to collect customer data and enable better target marketing of products and services that those customer are interested.

Traditional Marketing Continues to Diminishes
This is always a touchy subject, because there are so many that don’t want to say goodbye to the traditional marketing. Interactive or real-time marketing is easy to measure, engage and gain real time statistics that allows us to change a marketing message quickly. Customers are continuing to go online to search for information and in return making their purchases online. It’s important that marketers move their marketing dollars to where the consumers are and right now that’s making a gigantic shift to online. Internet marketing enables us to reach targeted audiences online, advertising costs are lower and they are easier to measure. What’s not to love about interactive marketing? Overall marketing budgets will continue to shift to a higher spend online and the traditional marketing spend will continue to diminish.

Consumers Will Determine Value
In today’s economy consumers are watching their pennies and because of this they will only spend on purchases that they consider to be of value. They will continue to seek value in every dollar spent and they will determine whether it’s value, not you. Consumers no longer purchase just because an item is on sale, rather they will justify every dollar spent. This means you must marketing the value of your product or service in order to get consumers to open their wallets – if there is no value, they simply will not purchase.

Regulations Abound
This is a trend that makes many of us as marketers anxious. It’s been apparent in the last six months that the FTC is looking at regulating the online industry. We started a few years ago with disclosures for blog reviews and paid endorsements. As recent as last week we saw rules passed regarding Net Neutrality and the FTC exploring a “Do Not Track” mechanism that would regulate the tracking of consumer behavior online and the calculation of data. I’m not sure how this will play out in the next year and beyond, but I do believe we will see regulations implemented when it comes to the internet industry and many of those regulations will affect us as marketers.

Relationships will Drive Loyalty and Sales
I listed this last year, but I believe it will still hold true in 2011. Customers want to know they matter to you and your staff. They evaluate now more than ever how they are treated, whether or not your business cares about their satisfaction. Gone are the days that they just purchase out of convenience. If you can give the best customer care, you will find that you will create consumers that are loyal to you, regardless of whether or not you have the least expensive price. They realize that in tough economic times their loyalty to you could be the life or death of your business and that’s often why they will go out of their way to spend their hard-earned dollars in your place of business – if you have helped in creating loyalty by giving them extraordinary care.

Source: Marketing.about.com By 

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