The F7 Blog
Figureseven, Inc. has been helping businesses maximize their offline and online marketing efforts for over a decade. This blog provides insight, tips and advice from our experts to help you achieve your marketing goals.
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Figureseven, Inc.
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Social Media Management
By Greg Czarnowski, Principal, Figureseven, Inc.
May 13, 2010 in Web Site Management, Social Media
Facebook
Twitter
Digg
LinkedIn
Del.icio.usA number of our clients continue to ask us how they can use social media to build their business. Here are 3 simple ways to leverage Facebook, Twitter and LinkedIn relationships to impact the way that you do business:
1. Deliver Special Offers
Use social media platforms as a means of letting people know about special, limited time promotions. Message distribution is instantaneous, so you can really limit the timeframe for the availability of the offer and test the methodology while you’re at it.
Blogging should be easy, but for some reason, it’s not.
By Scott Devlin, Director of Business Development, Figureseven, Inc.
April 21, 2010 in Web Marketing, Social Media, Marketing
I can’t begin to tell you the number of times I have spoken with clients about the value of a blog. I begin by telling them that it is an opportunity to reach out to current and potential customers and provide them with some valuable insight into their industry. I also tell them that reaching out demonstrates a willingness to share information with clients as well as competitors. Now I realize that some of you may feel that you would be giving away valuable information to your competitors, but in reality, it shows your confidence that you are an industry leader no matter the size of your company. Some of the smallest companies have the most talented people.
Now I know I started this by saying that blogging should be easy, but it’s not. I suggest you take note because at one time or another, all companies who are using a blog have fallen prey to one of these pitfalls. (Full disclosure, we fall into them as well.) In the end, these shortcomings can make your blog less effective - avoiding these mishaps will make your blog more significant and valuable.
Create Once, Share Many
By Jim DeLorenzo, Guest Contributor
February 22, 2010 in Web Marketing, Social Media
You may be familiar with the acronym, WORM, which stands for Write Once, Read Many. It refers to resilient data storage media that can be written to once but read from an unlimited number of times.
In social media we have the concept of COSM, or Create Once, Share Many – admittedly, quite different than WORM, but I like the similarity in terminology. I use Create instead of Write because we’re talking about the Web, so content could be in written, video or audio format – or a combination thereof. Regardless of the format, the idea is simple: use as many applicable outlets as appropriate to spread your content. So the S could also stand for Spread…or Simulcast…or Socialize.
Oops, Facebook did it again!
By Jeremy Daly, President, Figureseven, Inc.
February 16, 2010 in Web Site Design, Information Architecture, Social Media, Usability
It’s been a few weeks since Facebook launched another major change to their home page, and once again, it wasn’t without some public outcry. Almost a year ago when Facebook changed their site a self-sponsored poll found that over 94% of users disliked it. They eventually caved to user pressure and rolled back some of the changes. I guess people didn’t like the 1997-esque rounded corners on the profile pictures. Similarly, last October, Facebook released another set of design changes that altered the news feed! This even spurred a group called “PLEASE GIVE US OUR OLD NEWS FEED BACK!” that attracted well over half a million supporters.
I’ll admit that I too was frustrated by Facebook’s apparent disconnect with their users, but these previous modifications seemed to simply modify layouts and re-brand some of their features. It was easy for us to dislike those changes because it forced us to relearn something we were already very familiar with. This last update, however, went beyond mere visual and wording changes and actually appears to completely breakdown the site’s usability. Here are a few things that you may not have noticed, but from a usability standpoint, they are key factors in determining successful user experience.
Blog Guidelines III
By Greg Czarnowski, Principal, Figureseven, Inc.
January 29, 2010 in Web Marketing, Social Media
I conclude my 3-part treatise on blog content with a few other thoughts to keep in mind:
- Make sure that the topic is clear to someone who only reads the headline.
- Make sure that the lead paragraph tells who and what the story is about and why the reader should care about it.
- Make sure that it is free of jargon .
- Ask your readers a question at the end or include something to stimulate readers to comment and provide feedback.
Engaging your site visitors might not be as challenging as you think. Then again, if you are overwhelmed by this prospect, consider using an outside source (hint, hint) that could provide you with the content you need to create a blog that makes your site a must-read visit.
Blog Guidelines II
By Greg Czarnowski, Principal, Figureseven, Inc.
January 27, 2010 in Web Marketing, Social Media
Here are some additional thoughts on what goes into a good blog, one that will keep site visitors returning to read more:
- Keep it lively, make it snappy and snazzy. Even if you aren't a natural born writer, you can write for your blog. Just write like you're speaking to your friend or to yourself! Remember though, get to the point quickly. Keep in mind the journalist's rule of 5 W's in the first paragraph: who, what, why, when and where.
- Write clearly (short sentences, only one concept per sentence).
- Use a clear headline, and don't be afraid to make bold statements (but don't mislead people either).
- Write like you talk. It's okay to use common expressions from speech. Examples: Go figure. Don't even go there. Now, I ask you. Gotta love it. (And, remember the age group of your readers – try to avoid using jargon that they might be unfamiliar with.)
Blog Guidelines I
By Greg Czarnowski, Principal, Figureseven, Inc.
January 25, 2010 in Web Marketing, Social Media
After writing my last blog about the importance of blogs, I realized that some people might be a bit in awe of the prospect of writing a blog. To help assuage those fears, here are some guidelines that I believe will help you to craft your message more effectively.
- Write with the reader in mind - your reader will read your post looking for what's in it for them.
- Make it valuable and worthwhile. Don't waste people's time. If you don't have anything to say, no problem, plenty other people do.
- Proof-read for typos and glaring grammatical errors (this is also something that I will do before we post anything). Respect your readers by polishing up your stuff.
- Keep it short and simple. Most people are scanners. You may have a lot to say and think it interesting, and it may be. But people are reading online and out of time. Get to the point quickly. Publishing short posts more frequently is a better format than publishing lengthy articles every few weeks.
Now, to avoid breaking one of my own rules, I will leave the rest of my guidelines until my next blog.
Avoiding Blog Malaise
By Greg Czarnowski, Principal, Figureseven, Inc.
January 21, 2010 in Search Engine Optimization, Web Marketing, Social Media
One of the biggest challenges of interactive marketing is generating pertinent blog content that will be of value to your customers. They come to your site to learn about your products and services and to perhaps pick up some inside information that is unavailable anywhere else. Blogs offer access and immediacy – getting a “traditional” press release placed might require a 45-day lead time. Getting news out on your web site requires no such time lag. And blogs allow for subjectivity – these are your thoughts and views, so express them.
Having said all that, generating a blog on a regular basis can be a real challenge – tough to think about things to write about, and sometimes, even tougher to effectively express your views on your chosen topic. But make it a priority – it creates new site content that will keep customers coming back to your site for valuable information and it prevents your site from becoming static and ignored by search engines.
Figureseven's New Year's Resolutions
By Jeremy Daly, President, Figureseven, Inc.
December 23, 2009 in Web Marketing, Social Media, Marketing
At the end of every December, we like to take a look back at the previous year and try to assess the things we did well and things we didn’t do so well. We use this reflection to help us put together our goals for the upcoming year, always striving to provide exceptional quality and service to our growing list of clients. Since we’re big on client communication, we figured we’d share some of our New Year's resolutions with you so you’d know what to expect in 2010. While I’m sure my personal resolutions, such as running on the treadmill every morning, will fizzle out by the second week in January, we pledge to you that our corporate resolutions will be much more steadfast.
So without further ado, here our some of Figureseven’s New Year’s resolutions, in no particular order:
"Every time a bell rings, a site gets indexed by Google!"
By Jeremy Daly, President, Figureseven, Inc.
December 16, 2009 in Search Engine Optimization, Web Marketing, Social Media, Branding, Marketing
This past weekend, in what seems to be an increasingly rare occasion nowadays, my wife and I were able to find some time to sit and relax on the couch and watch some television together. It just so happened that It’s a Wonderful Life was on, which is one of my favorite perennial classic Christmas movies. We didn’t start watching until the part where an agitated and frustrated George Bailey returns home to his wife and children after having realized that he can’t find the missing $8,000. But since nothing beats the way “Mary” sounds when Jimmy Stewart says it, we continued to watch and enjoy the remainder of the movie. I think what I like most about that movie is its clear demonstration of life’s interconnectedness. The effect that one man’s life can have on the world (similar to the butterfly effect) is no doubt akin to the dependencies and interrelations of the Internet.
When Clarence showed George what life in Bedford Falls (Pottersville) would be like if he were never born, we were shown the impact of a single force on that of an entire town. What many people don’t realize is that you as a single force on the Internet can affect much more than you know.
You Can Teach an Old Blog New Tricks
By Jeremy Daly, President, Figureseven, Inc.
November 3, 2009 in Search Engine Optimization, Web Site Design, Web Marketing, Social Media, Branding, Marketing, Email Marketing
I came to a stark realization the other day while watching my two daughters (1 and 3) play together. My oldest was rambling on about something (probably trying to explain nuclear physics) to my 1 year old. I overheard a series of statements ending in “okay?” or “see, Jules?”, no doubt trying to confirm that her messages were properly being conveyed and received. As I listened more closely, I realized that my 3 year old’s imagination was just running wild and was filling my youngest’s head with complete and utter nonsense.
Having an older brother myself, it got me thinking about when I finally realized that everything that an older sibling tells you is not as reliable as you may think. While their intentions may be good and their message sincere, little things like “facts” and the “truth” may get lost along the way. It’s kind of like a really bad game of telephone, but because you trust the source, unlearning the information may be a bit more of a challenge.
Thank You Leonard Kleinrock
By Greg Czarnowski, Principal, Figureseven, Inc.
October 30, 2009 in Web Marketing, Social Media, Marketing
News that the Internet turned 40 this week reminded me (and other marketing professionals who spent years plying their trade without it) how much harder our jobs used to be before it existed. Where to begin the list:
- Let’s start with “Doing research” – learning about potential client companies and their competition; developing media plans by investigating potential media outlets that would be appropriate for ads and releases;
- Next, “Getting client approval for created pieces” – instead of driving to clients and showing them iteration after iteration of a brochure or ad, we now simply send over a PDF for immediate approval – massively consolidating the timeline and enabling us to get a lot more done in a lot less time;
- Next, “Material submission” – getting ads and release to the appropriate outlets went from days to minutes thanks to the internet;
- Finally, “Interactive Marketing” – used to be that only print or broadcast media were the only ways to get a client message out; now, Facebook, Twitter, Google, etc. make information distribution a snap.
I’m sure that I’m leaving out some obvious inclusions, but the bottom line, marketing to today’s world is a lot easier thanks to Leonard Kleinrock and his intrepid band of computer experts who developed the concept for the Internet way back in 1969.
More Observations from the Back Cubicle
By Greg Czarnowski, Principal, Figureseven, Inc.
September 17, 2009 in Social Media, Branding
Good for the President for calling Kanye West a jerk – he was. I actually find the occasional “every man” observations about life that he makes to be refreshing because they haven’t been sanitized and they add a much-needed human element to his persona. I want a person with actual feelings leading my country, not some pre-programmed rhetoric spouter who is simply trying too hard to keep everyone happy.
I saw repeated commercials for ”Yaz” over the weekend (an ad flight perhaps recommended by the FDA) explaining the misrepresentations that apparently occurred in their previous television ads – if you weren’t confused before, you are now. As a lifelong Red Sox fan, I wonder how the original ”Yaz” feels about having this product be his namesake?
Why you should run your business with Glee!
By Jeremy Daly, President, Figureseven, Inc.
September 8, 2009 in Web Marketing, Social Media, Branding, Marketing
At the end of an extremely busy week, I finally found a little time to sit down, relax and watch some TV. Since the Sox were getting pounded by the other Sox, I decided to play some much-needed catch up on my DVR. After clearing off a vintage episode of Star Trek: The Next Generation (thanks SyFy), I watched the new FOX show, Glee, that I recorded earlier in the week. The episode focused on a small group of unpopular, yet extremely talented students, that all signed up for the Glee club. The underlying theme stressed the importance of being part of something bigger than yourself and the shared “glee” you experience after achieving something great. While I thoroughly enjoyed the show, it actually had a much more meaningful and deeper effect on me personally. It got me thinking back to high school and the impact music had on me!
I didn’t have the chops for Glee Club when I was in high school, frankly I’m surprised my three-year-old daughter even lets me sing to her now, but I did play trumpet in the concert band and trombone in the jazz band. Even though we weren’t the Boston Pops, my little high school band still had its moments. But what made those experiences so rewarding, was the overwhelming sense of pride and excitement I felt when the conductor waived his baton and this massive group of people coordinated in perfect harmony. Now that I think about it, it kind of makes me wonder why more businesses don’t run their marketing campaigns like a maestro conducts his orchestra.
'CAN YOU DIG IT?' Twitter is here to stay.
By Scott Devlin, Director of Business Development, Figureseven, Inc.
August 4, 2009 in Social Media
I’d like to thank one of the most recognizable “tweeters”, The Real Shaq, Shaquille O’Neal, for the quote he used in celebrating a NBA Championship with the city of Los Angeles. Like Shaq, businesses are finding out now that leveraging social media platforms is a quick and easy way to generate sales. Many companies are using Twitter to build a buzz. Recently, I saw how Six Flags is using this wisely. I haven’t been to a Six Flags in years - I have not even had the thought of going there in just as long, but recently Six Flags was one of the trending topics on the website. I did a little research and came across a “twitter only” promotion offering park tickets for more than half off their regular pass price. Now to be honest, I did not buy tickets that day, but it did get Six Flags back on my radar and illustrated how effective this tactic can be.
I recognize that a lot of people see this as just a big platform for self promotion. Everyone who has a Twitter account is hoping they can gather eyes for whatever their cause is. It is very self-serving. Then again, isn’t marketing all about self promotion? Isn’t it about creating a buzz so potential customers and clients want to find out more about you? Whether you are in entertainment, news, retail, technology or even web strategy, we all have something that we provide that we feel is worth your time and, hopefully, your investment.
Even the Local Sports Guy has a Blog?
By Scott Devlin, Director of Business Development, Figureseven, Inc.
May 18, 2009 in Web Marketing, Social Media
Since I turned 30, I’ve made it a point to learn something new every day. I refuse to grow old. This morning as I was getting ready for work, I realized just how differently I get my sports news today than I did twenty years ago. As a kid, I got all of my sports news from my local TV sports guy. As a teenager I no longer watched the local sports guy, but always made sure to catch the 11 o’clock SportsCenter. When I got to college, I could get all of that information quicker through 24 hour sports news stations. Today, if I want to know something, I go online to one of the many options I have. Time that I used to spend watching television, listening to the radio or reading the newspaper has been replaced by Google searches, Facebook updates and managing my fantasy football team online. I spend a good deal of time online finding out what I want and need to know and I would venture to say that you probably do too.
One thing I know for sure is that I am not the only one who has turned to the Internet to find information. According to a report done by InternetWorldStats.com, (http://tinyurl.com/pdkzsw) the statistics indicate this trend will continue. In the year 2000, the United States Population was over 281 million people and of those, 124 million were Internet users, an average of 44%. By the year 2008, the population had grown to almost 304 million people and the number of users had risen to over 220 million. The percentage is now 72.5%.
Five Reasons Why You Have To Social Network Your Business
By Jeremy Daly, President, Figureseven, Inc.
May 8, 2009 in Web Marketing, Social Media
When we started Figureseven, Inc. (over a decade ago now) the biggest challenge selling our services to small businesses was convincing them that they actually needed a website. The argument was always, “not enough people are using it” or “it’s just for college kids.” Today, however, with the ubiquity of the Internet in everyone’s homes and its broad reaching demographics, it is a much easier sell. However, many of those businesses are now resisting an embrace of social networking for the very same reasons.
Here’s five reasons why that’s a huge mistake!
