Getting my arms around social media

It's the end of the road for me and Web metrics

2010-03-15T22:37:00.002-04:00

Well folks, this will be my final post for our search engine and Web optimization class at West Virginia University. It certainly has been the long and winding road that I thought it would be.

From Google Analytics and variables to variate testing and key words, the world of search engine optimization and Web metrics certainly is challenging. But, using both within your organization is critical. In the day and age of digital technology, consumers are in the driver's seat and it's up to us, as marketers, to listen to what they want and need. Web metrics allows us to do that. We can establish and create metrics that allow us to evaluate consumer behaviors, see what they are doing while they are on our site and how they are interacting with our site. Through the data we collect, we can make our sites more consumer-friendly, leading to overall success for our organizations.

But, as with any product or service, testing and re-testing is key to developing a Web presence that will give the customers what they want. The use of A/B testing and multivariate testing enables us to "try out" new ideas and designs to see what leads to greatest conversion rate -- the overall goal when bringing people to our site. As noted by many of the authors and presenters in the Google Analytics videos, it's sometimes easy to be so engaged in what you're doing that you assume you have the answer. In reality, what we think is great or what will work well isn't always viewed the same way by our customers.

The most important lesson learned for me is to get the right people in the right place on your team. Analytics and search engine optimization is not an easy subject to comprehend and implement. Bringing together a team of people who can help us "think" about what it is we want to collect, how we can implement it and then evaluate what we learn is absolutely vital to our team's success. While I understand the overall concepts and why we need to have this information, I continue to be fairly clueless about how to set up tests, establish parameters, etc. I need the right people to make that happen. And, we then have to take what we have learned and incorporate those ideas/changes into a platform that leads to our success.

So, this is the end of the SEO/web metrics highway. I appreciate all of the feedback, lessons learned and maps provided to me by the professor and my classmates, but I am certainly ready for another route. Next stop on the digital highway: Viral, Buzz and WOM. I wonder what that's all about?

You Need to Know Your Shoes and Who is Buying Them

2010-03-15T15:32:00.003-04:00

As many of my friends and classmates know, I love shoes. Tennis shoes, dress shoes, fun shoes…I love them all. Thanks to the World Wide Web, my obsession with shoes is now bordering the ridiculous stage. I am now connected to what would seem to be a zillion different sites that offer shoes, including “shoes.com,” “overstock.com” and “dsw.com.” So, as I prepare to discuss the last blog topic for my class – analytics a retailer is using, how it’s being used, etc. – it is only appropriate for me to choose a shoe company for this discussion, so I am going to try to talk about Designer Shoe Warehouse (DSW).

In looking at the “Page Source” tab on www.dsw.com, it appears that the retailer is using Google Analytics to evaluate the behaviors of shoppers. Now, what they are using it for exactly is where my dilemma once again begins. When I click on the “Page Source” and search for Google, I find the following: var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E")); /*Check to be sure Google Analytics Tracker object is loaded and ready.*/ var checkGatLoad;function loadGAT() {if (typeof(_gat) == "object"){window.clearTimeout(checkGatLoad); var pageTracker = gat._getTracker("UA-5520298-1"); pageTracker._trackPageview().

Of course, I have no idea what that means – I’m a public relations person, not a Web developer/researcher and this appears to be written in a language that only a tech person will understand. But, what it does tell me is that the company is tracking what its customers are doing (“Google Analytics Tracker object is loaded and ready” gave me the hint). Where they are going, how they interact with the site, etc., would be my guess on how they are using it. I’m not sure how you are supposed to figure out what’s being tracked. I thought you had to actually log in to an analytical tool to figure that out. Once again, search engine optimization and Web analytics tools are complicated and very challenging for me. This is why I rely on others who know and understand how to use these tools to provide me with the information I want to know.

So, I called my professor, and he was able to explain that one can determine if a company is using a tracking tool by simply looking at the URL. If the URL contains information after the question mark (a special character in the code), then the company is tracking data (the code after the question mark tells us this. He also noted that in addition to Google Analytics, DSW is also using CoreMetrics to collect data (he knew this from the code, although your every day average Joe may not know this). Additionally, the use of keywords and code (utm) alert you to metrics tools. A classmate also alerted me to a Mozilla add-on feature called "Ghostley" that will tell you what metric tool is being used on a particular site. I downloaded it, and as I was maneuvering through the pages, a purple box magically appeared in the upper right-hand corner that said "Google Analytics, CoreMetrics." This is much easier of the average Joe!

I would assume the company has also implemented the use of funnels to evaluate how customers are using the site, particularly when it comes to ordering goods, maneuvering through the check out process. If I were DSW, I would also want to collect information about those who actually make purchases (determine return visitors/shoppers, rewards members, etc.), and it appears they may be tracking that sort of information from this page (the “?” and subsequent code tells me so). This data could help us market special products/offers to those who are returning customers.

During the past year, I have actually “tuned in” to more on-line shopping, news sites, etc., via my BlackBerry. It only took me until the year 2009 to join the mobile world, but I can tell you that I use my phone more than my computer to research information, particularly when I am traveling. And, I have often felt frustration with sites that have not developed mobile versions, making it very difficult for users to get information, order items or maneuver through the on-line site.

And, I am not the only one relying on my BlackBerry to get information and interact with sites. Mobile users are growing at an unbelievable rate. According to a blog from Web Developers Notes, more than 65 percent of mobile users are opting for the iPhone (2010, Web Developers) and others choosing the Android, Blackberry, etc. A 2008 a Nielsen report noted that more than 46 million mobile users searched for data in the third quarter of 2007 (that is the third quarter alone).

As more and more consumers go to their iPhones and other mobile devices to make purchases, I think DSW will also want to gather statistics that will enable them to re-invent its mobile site (and continue to make enhancements) for this ever-growing population. Using Google Analytics, DSW can monitor the number of mobile users and evaluate the conversion rates. DSW may want to consider developing a more user-friendly mobile site that will enhance options for shoppers. Currently, the mobile version is lackluster. You can barely read the DSW header on the site. I would be interested to gain more data from mobile users to determine what steps could be taken to improve the site and to see what parts of the site users are interacting with when visiting the mobile site. The company can also use tools such as Motally (www.motally.com) to collect mobile data for its site. Motally not only tracks mobile data, but can also be used to evaluate mobile applications.

Using one of the analytical tools discussed above, DSW may also want to consider the possibility of developing mobile applications to market its products. The company could implement test pages/test applications and use the data collected to implement such a tool for its site. The iPhone has a good hold on the mobile market, and the availability of an application may enhance the overall experience for consumers.

I like the idea of analytics; I just don’t like trying to decipher all that you need to know to set it up, keep it going, and evaluate the information. Retailers like DSW certainly need to have metrics in place to allow them to better serve their customers and to make themselves more profitable. Happy customers buy more products. Analytical tools provide valuable information that can help companies enhance their site, add applications/tools that will improve the customer experience and convert those behaviors into a sale. Using data collected through its Web metrics tools, DSW can continue to build on its current site, add applications that will improve its mobile presence and continually test/re-test the site to ensure that the needs of the customers are being met.

References

Chappell, B. (2008, Feb. 6). 23 Top online retailers analytic packages revealed. Retrieved March 15, 2010, from http://www.brianchappell.com/top-online-retailers-analytic-packages/

Nielsen (2008, January). Nielsen.com. Retrieved March 15, 2010, from http://en-us.nielsen.com/main/news/news_releases/2008/jan/46_million_mobile

Smith, R. (2010, March 6). Handy tools and tips for e-Commerce Web sites. Retrieved March 15, 2010, from http://www.smashingmagazine.com/2010/03/06/23-tools-and-tips-for-any-ecommerce-website/

Web Developers Notes (2010, Feb.) Mobile web browser usage statistics - search engines, devices. Retrieved March 15, 2010, from http://www.webdevelopersnotes.com/articles/mobile-web-browser-usage-statistics.php

Measuring up social media

2010-03-08T17:51:00.000-05:00

Blogs can be a powerful tool when selling your brand or simply engaging consumers and making them part of that brand. The invention and constant reinvention of social media has enabled us to reach a much broader (and diverse audience) through outlets such as Facebook, LinkedIn, and MySpace. This week (week 7 of our course at WVU), we learned the importance of taking a few (or more, if you can) steps to evaluate how your site is being marketed via social media vehicles.

Chris Lake of Econsultancy provided some basic tips for measuring the success of your marketing campaign on social media sites.

Incorporating e-mail tags is an easy-to-use tool that will help you gauge feedback and response to your blog. By establishing campaign tags in your Google Analytics (URL tracker) feature, you will be able to track who is opening links from your e-mail or blog. Lake further notes that it is important to set up multiple URL trackers is you are trying to garner more information. For example, you may ask for specific feedback via your e-mail/blog, so you will want to track the number of clicks you get from that specific link. In that e-mail/blog, you may also want to track how many people click on another link about another topic. So, you will want to incorporate a metric for that link as well. In addition to Google, there are a number of programs, including Campaign Monitor and MailChimp, that can help you with e-mail tagging, including

Certainly one of the easiest metrics to establish is via an e-mail subscription. If you are using an e-newsletter that is distributed via a subscription, you can easily measure/evaluate how far your reach has been extended. Lake also talks about followers as a form of metrics for social media. This type of evaluation can be used for blogs, Twitter and Facebook (fans).

All of the tips provided are interesting and certainly worth evaluating for your particular social media uses. But, as with most of the metrics and search engine topics we have discussed during the past three months, setting up some of the tools can be challenging, particularly if you are not familiar with the programs or metrics in general. Certainly identifying your blog followers or Facebook fans is easy to determine. When setting up e-mail campaigns, things get trickier, and you may have to enlist the help of someone who understands the ins and outs of Google Analytics.

Social Media Metrics is an “add on” program recommended by Lake which essentially connects to your Google Analytics to help you measure certain social media vehicles. When trying to add this feature to my Analytics page, I was greeted by a warning (publisher could not be verified), and therefore, I was unable to add this feature to my analytical page.

Our lesson also discussed reorganizing your dashboard and requesting information from sites such as Facebook and Digg, but again, I was left a little dazed and confused on just how to do this. I turned to Ben Parr of Mashable to help shed some light onto the subject. In his article, “How to track social media,” Parr provides various options/information that you can incorporate on your site that will help measure the success (or failure) of your campaign (2009, Parr). In addition to requesting tracking information from sites such as Facebook, he suggests using Bit.ly (a program that helps you shorten your URL and then tracks the information based on that particular link). I found this to be very easy to implement, so Bit.ly is now part of my blog on Blogspot. Bit.ly will track traffic, clicks, traffic sources and the time in which the clicks/visits were made).

Social media continues to be an important component of an overall marketing strategy for any organization. In addition to reaching a bigger audience, social media vehicles are cost-effective in helping to build your brand while engaging customers. As Parr notes, right now there is no place that has all of the information/data you need to measure your social media reach. But, by using the tools available and incorporating some of these steps into your strategy will provide you with an easy, and cheap, way to help reach your audience.

References
Lake, C. (2009). Econsultancy. Retrieved March 6, 2010, from the DMC, SEO, Lesson 7, http://econsultancy.com/

Parr, B. (2009, April 19). How to track social media. Retrieved March 7, 2010, from http://mashable.com/2009/04/19/social-media-analytics/

Testing, testing...Web testing is critical to success

2010-03-08T16:30:00.002-05:00

Scott Brinker who writes a blog for Search Engine Land declared in January that optimizing customer conversions is the new SEO. In his blog, he stresses the importance of post-click marketing in reaching a broader audience and enhancing customer relationships. Further reinforcing Brinker’s statement, Chris Golec notes that 98 percent of Web traffice goes unrealized, with the majority of visitors moving from search engine to search engine or site to site, without actually taking any action (Golec, 2010). So the importance of web optimization, site testing and design are more important than ever.

I am a self-proclaimed news junkie, and so you will find me checking CNN two to three times a day (sometimes more, depending on the day). The site receives more than 1.7 billion views per month and 100 million video views (Lardinois, 2009). It is a major news source for fans and visitors. In October of last year, the organization rolled out a newly designed site. Basically the major change was moving the headlines (or breaking news) to the left site, older stories below and a larger photo header with story links. The “other” stories are divided into categories and were moved to the bottom (something I’m not really crazy about…I hate scrolling to find what I’m looking for). Additionally, the organization added a “News Pulse” section that allows users to organize information by correspondent, key word or subject, essentially creating a very personalized site for users.

The main goal of the redesign was to focus on more content to get people moving beyond the home page. To do this, the organization has incorporated more video, added personalized features (like News Pulse and the visitor’s local weather on the right) and enhanced the ad space on the top and sides of the site.

While I like the site, there are features that I am not 100 percent sold on. As one blogger noted, the organization seems to have moved toward more feature stories and user-generated content vs. an actual news site. Yes, there is still the basic news and breaking news, but it definitely has changed the scope of the site, but in the new age of digital media, this was probably a necessary transition.

In looking at the site, there are areas I would certainly run tests on. As part of the redesign, I would have included the A/B testing with two different home pages to determine which page seemed to garner the most visitors. CNN may have determined that they had created a page that works, but by incorporating a simple A/B test, they would have real data would help them evaluate the site and ensure they were going down the right path with their design (and maybe they did incorporate such tests).

Additionally, I would look at incorporating multivariate testing on the home page to gauge how the combination of the links/parts of the page get users to different sources of the page. This testing could also provide information on the “News Pulse” site, particularly if data shows that visitors are taking an interest in this particular segment of the site. I also think using the test on the home page to organize the various pieces of information in different ways (moving the news segments/ads around, using different headers, and incorporating various designs) would provide the organization with very specific data. Through the use of the multivariate test, CNN can determine if the layout/design is encouraging users to visit the site and move to other parts of the site, or determine if a certain combination of elements encourages the visitor to react in a certain way or if the combination enhances conversion rates. Additionally, as organizations continue to take steps to encourage and promote social networking and user generated content, the concept of this type of testing on CNN’s site will also help to improve the interaction among visitors/users. I think using multivariate testing on a regular basis can really help organizations improve site performance by gaining a better understanding of how to “mix” certain elements to elicit a response.

Testing and retesting your site is extremely important. As those who are close to our Web sites, we sometimes think we have it all right, when in reality, we may be missing the target entirely. It is easy to rely on our “experts” in and around the organization to direct the path of our site, but relying on that information isn’t always going to get the job done. By using tests such as the A/B test and multivariate testing, we can really feel out our visitors to determine what is working and what is not. As Booth noted in his presentation on Google’s Website Optimizer, it is extremely important for organizations to test and re-test their sites to continually enhance and improve our sites (Booth). By incorporating the right testing and the right team, organizations can gain valuable information that will build better site and enhance the overall experience for customers.

References:

Booth, D. Planning and running your first successful experiment using Google Website Opitmizer. Retrieved March 6, 2010, from http://www.youtube.com/watch?v=uPtsrCqUKL8

Brinker, S. (2010, Jan. 27). Search Engine Land. Conversion optimization is the new SEO. Retrieved March 6, 2010, from http://searchengineland.com/conversion-optimization-is-the-new-seo-32839

Golec, C. (2008, Dec. 31). Retrieved March 6, 2010, from http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=97580

Lardinois, F. (2009, Oct. 29). CNN.com gets radical redesign. ReadWriteWeb. Retrieved March 7, 2010, from http://www.readwriteweb.com/archives/cnn_redesigns_its_homepage.php

Google Analytics is giving me gray hair

2010-02-22T22:29:00.004-05:00

During the past few weeks, we have been peeling back the many layers of analytical data available via Google Analytics. The layers are complex, but if you thrive on establishing these layers and defining how/what the various components will achieve, Web analytics is for you.

I’ve decided it certainly isn’t for me. I liken Google Web Analytics to the crazy directions you get when you buy something and you have no idea how to put it together. You know what I’m talking about, the product that has about a hundred parts and thousand bits, screws, and bolts needed to actually get it together. The Google directions for adding filters, custom filters, event tracking, etc. is just as complex (I’m pretty sure you need a PHD in it). So, leave those directions for the developers and engineers who understand what they’ve written, because you certainly haven’t written it for an ordinary girl like me. Note to Google and others: if you want someone who isn’t a developer to actually understand what you’re touting and spouting, get a girl like me to write them for you.

Don’t get me wrong, I understand that if we want to provide our customers with extraordinary service (we know they expect it), and we want our business to be successful, analytical data is critical. But, you have to have someone on your team who can a: build the data site for you (or maybe have directions that Joe off the street can decipher) and b: help you sort through this data.

Okay, so enough about my struggles with getting my arms around the analytics mess. This week, we got deep into the layers of metrics and studied how e-commerce, customer filters, event tracking and other characteristics can provide much-needed information for businesses.

Event tracking was added to Google in June 2009 (Google, 2009). The addition of this tool is important because it helps provide data on actions that aren’t considered page views. For example, event tracking can include the downloading of a video or an Adobe file, or the interaction with a Flash presentation. As more and more companies use these types of files/programs on their sites, including YouTube, having this information is important in developing marketing strategies.

After reading the instructions on how to set up event tracking, I was once again left a little miffed. The instructions note that you should insert the appropriate tracking code, but I can’t figure out where you find that and how you know if you have the correct code in place. So, after fiddling with it and searching for articles that might help me “dumb it down” I was once again left frustrated, so I moved on to adding filters.

I decided I would go in and establish a filter to exclude visits from my own computer because I don’t want that information to be included on my analytical report. So, I followed the initial instructions which eventually got me to the filter location. However, once there, the “Greek” language once again reared its ugly head and I was lost. When it started referring to “ISP” and “IP” addresses, I was gone. I know techies will find it hard to believe, but those who don’t know the ins and outs of computers have no idea what these are. But, I trudged on, searching for it via Google Analytics and guess what? It defined it, but didn’t tell me where I might find one. So, I did a complete Google search and from an organization called tracemyip.org I finally found it, well, the site automatically gives it to me. I’m still not sure how you find it on your computer, but I finally got the filter set up. Now hopefully my blog will not count visits from my computer, which will help give me a better idea of how many “real” visits are occurring on my site.

I also added a couple of custom filters to the site. This process I found somewhat easier, although there are filters listed that I’m not sure how they are used/why. I chose to include the visitor city and whether or not the visitor is a new or returning customer. As I went back to my report, it appears that the custom filters available are already on my report, including the ones I thought I just set up. I don’t know if Analytics holds a spot for the filters on the report, and only includes the actual data after you have set up the filters.

I wanted to add a custom filter and keyword ranking system to my analytical tool. I spent much of Sunday afternoon trying to figure those out. After some help from the professor, I was able to get my hands on an article from Internet Marketing Insights, which walked me through the process. I was very excited to actually be getting somewhere with these analytical tools and then, “bam,” I hit another wall. After following the directions, I was able to set up a new Web site profile and go in and edit according to the directions. It’s when I get to the “add the three keyword filters” that I begin to have another meltdown. I did that, however, no report is showing up on my site. And, how is it tracking keywords used by others to get to my site when it never asks me which words I want to track?

As part of the learning process during the past two weeks, we have been using Conversion University. These videos are a little more helpful than just reading the articles/information, but they are obviously developed for those who work in the Web/data analytics field (lots of jargon). And, I also found it funny that nearly all of the people participating in these videos – either those teaching or those sitting in the class – are all men. Maybe this is the problem? Sorry guys, just kidding, sort of…

As noted earlier, I really do understand why this is important. And, I believe the information can provide intriguing data that will help us build better Web sites, add programs/services that will give them what they want, and help our bottom line. But, trying to teach a simple public relations practitioner all of this jargon, technical directions, etc., is like telling a cat it has to love to be in the water. More than likely that’s not going to happen. So, my advice to those like me is to work with your Web experts to help you identify the data you want to collect, ask them for their suggestions, and then work together to gather/review the data. A team approach with the right players is your best bet.

References:

Google (2009, June 4). Google Analytics. Google.com. Retrieved February 20, 2010, from http://analytics.blogspot.com/2009/06/event-tracking-now-available-in-all.html

Radhakrishnan (2009, November 22). Search Engine Ranking - Track keyword rankings in Google using Google Analytics. Internet Marketing Insights. Retrieved February 22, 2010, from http://seo-insights.blogspot.com/2009/11/track-keyword-rankings-in-google-using.html

Using analytical data to learn more about your consumers

2010-02-08T12:03:00.000-05:00

Our blogs for class are fairly straightforward. There aren’t many bells and whistles on the blogs, so our Google Analytics reports will be fairly simple. We can get information on how many people visited our site, how long they stayed, and even from where they viewed the page(s).

Although I’m not sure the funnel would have much function on my site, I guess directing visitors to another site or perhaps a particular Web site, Twitter or Facebook page could be mapped out through a funnel. For example, if I am writing on particular topic, let’s say the latest shoes for spring in this case, and I want to get people to visit my latest line of spring footwear on my Web site or Facebook page, then I might want to have a funnel in place to get people to those sites via my blog or vice versa. And, I want the path clearly defined so that people do indeed get directed to that information and actually go there.

Goals in the analytical tool appeared to be more complicated to me. I understand the point of it, but how to set those goals up were unclear to me. I think on the blog it would be nice to add a thank you feature when someone comments on your blog. This could be done by establishing a new goal, although I am not sure how to do this via the directions. I think it would be beneficial to learn more about html and how to write code if you are indeed going to be adding these features into your Google Analytics tool.

As I discussed in the previous blog, understanding how much time people spend on your site is important in determining what you are doing right. The time spent can be found in your report for Google, and I have asked the report to let me know who visits the site and spends more than five minutes on the site. If I am posting information and people are only skimming over it, I may not be doing a very good job presenting the information (or I’ve not selected a very interesting topic). I have often visited a site and because the site wasn’t very organized, I immediately exit if I am unable to find what I’m looking for, so you definitely want to avoid that when you can and work to develop a site that people feel is useful.

In looking at a particular company’s Web site (let’s use Allstate in this case), establishing filters would also be beneficial. If I am understanding this correctly, I can exclude visitors from a specific domain (in this case allstate.com) so that my data is more accurate. If employees are using the site daily (even making it their home page), then including those visits would skew my data. In my own work, I do use our Web page daily and have it as my home page. When we are collecting data, we certainly wouldn’t want to include anyone in our office who is doing this or using it daily because that really makes a difference in our number of visits.

The whole concept of Google Analytics is pretty complicated, but certainly critical in developing your various marketing tools for your business/organization. For those who don’t work with this type of information often, it is probably a good idea to consult with an expert or your Web team to ensure that you are establishing the right parameters, goals and tracking information to get the most out of your reports.

Reference:

Google Analytics (2010). Conversion University. Retrieved February 7, 2010, from http://services.google.com/analytics/breeze/en/ga_intro/index.html

Google Analytics can provide important data, if you can decipher the directions

2010-02-07T19:24:00.000-05:00

As noted in the Conversion University overview, obtaining and reviewing data can help businesses and organizations gain valuable information from their consumers (Conversion University, 2010). This information can help us determine if our site is designed in such a way that visitors actually come to the site, how long they stay there, what they look at while they are they and how they interact with our site pages.

This week we began using Google Analytics on our blogs (i.e., Getting your arms around social media). As with much of the search engine information I have experienced so far, I found the assignment to once again be challenging. I think the biggest challenge, and the one that affects me the most, is the use of very technical terminology in the directions/instructions on how to use/set up Google Analytics tools in your profile. The information as it is presented is not done in “easy to understand” terms, unless you are someone who works with this type of data on a regular basis. Even when going to the “help” section, I didn’t get my questions answered.

So, after some help from the professor, I was finally able to get a link into the code to get the tracking set up. Once that was done, I returned to the tool to start adding some parameters/goals as part of the tracking process. Because our blogs are fairly simple, the number of pages and opportunities to actually set up parameters for information is slim. One of the areas I that I would like to get more information about is which links/articles the visitors go to when visiting the site. From the report, it doesn't appear that this information is included; it only reports the pageviews and is not specific to which pages are viewed. I think this information will help to see what information they are viewing and how long visitors spend on certain topics.

Additionally, I would also be interested in knowing which links users click on when reading through the articles. This will help me determine if people are finding the links useful when reading through the material.
I think determining what you want to track and how to set it up through the analytical tool is fairly complicated. When I edited my profile, I came to the area where it asks “track site search.” I thought that I probably should add that as part of my profile, but once I clicked “yes,” I was asked to set query parameters. Unfortunately, I had no idea what that meant, and the help section was of no help, so I decided that I guess I wouldn’t/couldn’t track the site. But when reading the report from the blog, it appears that information is already in the content information. It is not clear to me what the goals are and why/how to set those up.

For me, trying to grasp the technical terms/information has been the biggest challenge in setting up the Google Analytics tool. This again goes back to the fact that I am a novice at looking at/using this information and the information is not presented for a novice. But, I’ll continue plugging along, hoping that a light bulb will eventually go off in my head!

References:

Google (2010). Google.com. Retrieved February 7, 2010, from http://www.google.com/analytics/

Google Analytics (2010). Conversion University. Retrieved February 7, 2010, from http://services.google.com/analytics/breeze/en/ga_intro/index.html

Finding a new pair of shoes via SEO

2010-01-22T22:42:00.000-05:00

Today, our assignment is to compare keyword searches for two different companies and determine why one company appears at the top of the first page, and the other appears on the top of the fourth page (or #40 if you're counting) of a Google search. Then, we'll do a comparative search on other search engine sites such

as Yahoo and Bing. The goal is to determine why one company ranks higher in the search and the other does not based on the use of search engine techniques. What are they doing that is so different? And, let me throw out the warning message that I find this topic to be very over my head and very hard to determine, so I could be way off base.

The keyword I selected is one that is near and dear to my heart: shoes. Upon Googling shoes, the first company to appear at the top of the page is shoes.com. Right off the bat you can decipher that one of the reasons this particular company shoots to the top of the charts is because of the mention of the word "shoes" on its main page of its Web site. The word is mentioned more than 30 times on the site, including a "Top Searches" section which includes 19 mentions of the word (women's shoes, men's shoes, kids' shoes, etc.).

The company that appears on the fourth page is Dillard's. Compared to shoes.com, the word shoes is only mentioned once on the main page of Dillard's. Additionally, as you dig deeper into the site by clicking on the "shoes" link, the word still only appears twice. Because Dillard's is a department store offering a wide range of products for consumers, it isn't surprising that it appears farther down on the search list.

When searching "http://www.shoes.com", more than 12 million sites mention/link site on the Web, and more importantly, these links, in addition to mentioning the site, often mention our keyword "shoes." The site is mentioned in blogs, on other shopping sites, such as pricegrabber.com, and business.com -- all of which help to build the power of this particular site. Dillard's on the other hand is mentioned about half as many times. As noted in Rand Fishkin's Beginner's Guide to SEO, search engine optimization includes what he terms "stage four" where major search engines such as Bing and Google take into account the number of links a company has to other external sites (Fishkin, 2005). Because shoes.com is mentioned so often, the web spiders or "crawlers" scour the external sites and find that the company's site is linked to many other Web sites, so that in turn pushes it further up the list. Anchored text would be included as well since many blogs may refer specifically to shoes.com. In the case of this blog, my reference to Fishkin's guide would be an example. Mark Glaser agrees, noting that providing inbound and outbound links "enhances site visibility" (Glaser, 2008).

Tying into the previous paragraphy, Fishkin also discusses the idea of community when building or enhancing SEO. As social media continues to grow, so does the opportunity to for companies to help move their site higher in SEO rankings. For example, as consumers use Facebook and other blogs to discuss products, search engines pick up on the mentions made via these social networks. Both Dillard's and shoes.com promote the same social networking pages -- Facebook and Twitter. Dillards has less than 400 fans and shoes.com boasts more than 2,000 fans, so one could assume that because there are more fans on shoes.com's page, the company gets more mentions via sites such as Facebook.

When searching for the same keyword on Bing and Yahoo, shoes.com still appears at the top of both lists. However, Steve Madden now shows up on the fourth page of the search on Bing, while Macy's now appears on the fourth page of the Yahoo search. When using Ask.com for my search, I got completely different results for both pages. Appearing first on the page of Ask.com is Zappos.com, while an article on walking shoes comes up on the fourth page. I guess this is where my confusion really sets in -- why do different search engines turn up totally different results? I understand that companies play a major role in determining where they fall in the rankings, but if they are doing all of the "right" things, then why is it that they appear in different spots in the rankings?

References:

Fishkin, R. (2005, Dec. 5). Beginners guide to SEO. Retrieved January 18, 2010, from http://www.seomoz.org/article/bg1

Glaser, M. (2008, April 30). Nine tips to improve search engine optimization (SEO). Retrieved January 21, 2010, from http://www.pbs.org/mediashift/2008/04/9-tips-to-improve-search-engine-optimization-seo121.html

Understanding the nuts and bolts of search engines

2010-01-21T19:23:00.000-05:00

Web analytics is a challenging topic -- one that seems to change daily. With new software/resources and "black hat" tricks constantly taking shape, it's no wonder companies have trouble keeping up. Americans tap search engines more than 12 billion times a month to find everything from song lyrics and shoes to recipes and weight loss tips (Steiner, 2010). And data indicates that most visitors don't look past the first 10 or so search results. It’s easy to see why SEO is a hot topic.

Understanding how the various search engines work and what they look for when scouring the Web is a critical piece of the overall marketing strategy for today's business. Are consumers reading what you are sending? Do they click on links in your newsletter (or, better yet, do they even open it)? Web metrics is the key to understanding what your consumers want and need. Yet even companies who have this information may not always know what to do with it or, on some levels, they may not have the right people who can tell them what the information means. As Rand Fishkin notes in his beginner’s guide to SEO, search engines do have their limitations, so incorporating the “right moves” will help increase traffic to your site (Fishkin, 2005).

This week in class we were asked to do some searches of keywords to see where certain things fell in the Google search ranking. Because I spent a lot of time looking at Hasbro for class last semester, I decided to do a search for "toy companies." While Hasbro did show up as one of the top 10 listings, I found it very interesting that when looking at its Web site, the use of the word "toy" only shows up once on its main page. Wouldn't you think a toy company would use that word on its main Web page more than once?

Search engines pick up on the number of times a keyword is listed on a page or on the links found on other sites. It would probably be beneficial for Hasbro to incorporate the use of the word "toy" on its site so that when Web crawlers or "spiders" search through the hundreds of thousands of Web sites, Hasbro will move further up the search chain.

Another interesting piece of information I picked up this week was the use of site maps in helping to move a company's ranking higher on search engines. I had actually thought site maps had become passe. However, by mapping out a site layout for your Web page, you can identify key areas/key words that you want search engines to pick up and include those specific links on the site map. By adding the map to your main page, you have added more opportunities for a search engine to recognize those keywords, further enhancing your presence in searches via the Web.

There are numerous equations that decide where a company falls on the list of search engines. Paid advertising (search engine marketing), social media, and keywords are just a few pieces of that equation. As companies continue to struggle to make their organization the first stop on the search engines, strategic planning using the various tactics for search engine optimization must be in place (and constantly updated) in order to make that happen.

References:
Fishkin, R. (2005, Dec. 5). Beginners guide to SEO. Retrieved January 18, 2010, from http://www.seomoz.org/article/bg1

Steiner, C. (2010, Jan. 10). The latest tricks for getting found online. Forbes. Retrieved Jan. 12, 2010, from http://www.forbes.com/2010/01/12/search-engine-optimization-tactics-entrepreneurs-technology-seo.html

Driving down the winding roads of the digital highway

2010-01-18T20:11:00.000-05:00

Greetings social media gurus, guests and wannabes (that would be me). Well, here I am. Two classes down, three to go in the digital marketing communications program at West Virginia University. The fifteen-hour program is aimed at helping students navigate the "new" world of social and digital media in our ever-changing world. The courses are all taught online via a virtual classroom. It has been interesting, yet very challenging during the past six months to get a grasp on the many aspects of our digital world and how that relates to our day-to-day business.

During the past six months we've covered the basics of social media, as well as the latest marketing tips and strategies for social media marketing campaigns (I wonder if Hasbro was listening?). Social media is certainly an interesting topic. It has become a staple in our society, opening the windows of the world to people from all walks of life.

Now, we're hitting the "Ess" curve of Web analytics and metrics. Can't say that I am looking forward to it. I already have to get a dictionary out to decipher the information and filter through the various articles and information. I guess I'll just have to put on the driving gloves and try to maneuver the tricky curves, although I'm convinced I might need a more experienced driver to help me.

So, a little about me and my background...

When I'm not logged on having discussions with my classmates, I work in alumni relations where I oversee communications for our largest constituency. In this role, I help develop key messaging, write/edit content for the Web and other communications (press releases, e-newsletters, feature stories, video, etc.), monitor social media sites (Facebook, LinkedIn), assist with event planning, collaborate with other units within the university, and serve as the primary spokesperson for the organization. We are a very small group compared to other institutions, so you learn to wear many hats and juggle many things.

Before joining the university, I previously worked in corporate communications for a large energy company where much of my focus was on internal and crisis communications. Corporate America certainly has its benefits, most notably resources, so I was able to serve in a number of roles that provided me with great knowledge and experience, but I must say working for a non-proft has its advantages, and I certinaly don't miss those "middle of the night" calls or the lack of vacation (or the ability to take it). :)

Hope you will continue the journey with me down the winding roads of the digital highway.

Getting Hasbro into the Game

2009-12-28T08:11:00.000-05:00

Toy companies face a challenging and ever-changing landscape in terms of marketing. Not only are they vying for the attention of child consumers, they are also hoping to sell their products to parents. As trends and interests change, keeping up with these consumers can be a daunting task. Add into the mix the rise of privacy laws and acts, such as the Children’s Online Privacy Protection Act of 1998, the challenge becomes even greater.

The emergence of social media has provided a unique opportunity to engage consumers and enhance brand loyalty. By offering special services and encouraging conversations, companies can benefit greatly from these relationships with their audience. As Keith O’Brien noted in his blog, “While the traditional media still holds sway, the emergence of brands as storytellers has significantly altered the dissemination of information” (O’Brien, 2009).

The top two toy manufacturers are Mattel and Hasbro. While Mattel has chosen to dip into the social media pool, Hasbro has not exactly been what some would call a social media darling (that would be the Starbucks, Coca Colas, etc., of the world). The company’s presence on social media outlets such as blogs, Twitter, Facebook and YouTube has been very limited. Instead, Hasbro has remained focused on traditional marketing vehicles, including print and television.

In order to succeed in today’s digital world, companies have to be creative, engaging and authentic. And, they have to understand that they are no longer driving marketing strategies; the consumer is. Social media vehicles provide the outlets needed to achieve these goals and enable the customer to be part of the brand. Hasbro must embrace these new mediums to extend its reach to its customers and provide opportunities to bring them into the conversation.

About Hasbro
Hasbro, Inc. is a worldwide leader in children's and family leisure time products and services with a rich portfolio of brands and entertainment properties that provides some of the highest quality and most recognizable play and recreational experiences in the world. As a brand-driven, consumer-focused global company, Hasbro brings to market a range of toys, games and licensed products, from traditional to high-tech and digital (Hasbro, 2009).

Hasbro’s mission is to “provide some of the highest quality and most recognizable play and recreational experiences in the world” and “inspire play” through its brands. The company does so by offering a wide array of products, including traditional toys and games to those with high-tech, interactive capabilities. Some of the most recognizable and popular toys include, the popular Transformers series, Tonka and Parker Brothers (Monopoly and other popular board/video games).

In 2008, annual sales were more than $4 billion. This is about two billion shy of Hasbro’s main competitor, Mattel. Mattel’s annual revenue was approximately $6 billion last year (Hoover’s, 2009).

Demographics:
The company’s primary target audience is children ages 3-12 (22 percent). The male to female ratio for that audience is almost dead even, with females edging out males 54 percent to 46 percent. The company’s Web site – Hasbro.com – reaches 1.5 million consumers monthly (Quantcast, 2009). During the past two years, the company has placed an enhanced focus on “tweens” (kids ages 8-12) by focusing on products that are high-tech/digitally innovative products (Hoovers, 2009).

Current Marketing/Advertising Strategies:
In a day and age when many Fortune 500 companies are transitioning their marketing plans to include social media and other new mediums, Hasbro’s main advertising vehicle continues to be television which helps them to reach their primary target audiences – children ages 12 and under.

Each year, more than $17 billion is spent on advertising to children (Lagorio, 2007). Last year, Hasbro spent more than $4.5 million on advertising (Hasbro Annual Report, 2009). And, it is easy to understand why when you look at the big picture. Many children have televisions, DVD players and other electronic devices in their room. According to Nielsen ratings, kids ages 2-5 spend 32 hours a week watching TV, while children ages 6-11 watch TV approximately 28 hours per week (McDonough, 2009). So, television still hits a large audience for Hasbro; however, reaching the adult populations (i.e., the parents) becomes more challenging. This is where social media vehicles such as the experiential marketing (“reliving” their favorite childhood Hasbro games and sharing those via on-line communities/websites), Twitter, Facebook and branded entertainment can really enhance that strategy.

Children also contribute to the bottom line of toy companies. Children ages 8-12 spent $30 billion of their own money on toys. Additionally, they greatly influence what their parents spend on products, estimated at $150 billion per year (Lagorio, 2007).

In addition to traditional advertising through print and television, Hasbro markets its products through the American International Toy Fair which is held each year in New York.

Hasbro also engages in branded entertainment through such mediums as the Monopoly game at McDonald’s and Monopoly City Streets to the continued success of Transformers toys into big-screen box office hits. Hasbro recently implemented a heavy ad push for "Family Fun Night" where it markets board games, as well as Wii video board games. The company took the branded entertainment one step further this fall by teaming with Domino's and Target to offer unique discounts to encourage families to take part in family game night (Powers, 2009).

Ellen Degeneres also has been helping Hasbro market the Family game night by playing some of the games on her show, including Bop-It and Guesstures. Because The Ellen Degeneres show embraces social media, Hasbro has benefitted from this partnership. There are many opportunities for Hasbro to further enhance its branded entertainment presence by integrating more “personal” experiential marketing strategies that truly engage consumers.

Research and Data:
Trends and use of social media has changed dramatically during the past few years. With the increased use of social networking sites, Twitter, YouTube and other social media tools, companies are constantly re-evaluating their marketing strategies. The following research/data will be useful in developing Hasbro’s marketing plan.

In a recent study from the Center for Marketing Research at the University of Massachusetts, Inc. 500 companies (five of the top 10, 12 and 15 companies and 38 of the top 100 companies) were interviewed about trends/uses of social media (Barron, 2009). Several trends/statistics were discussed in the survey that deserve some attention, and ones that have real value for Hasbro’s marketing plan:

• Social networking leads the way. Seventy-five percent of respondents reported this as the most familiar aspect of social media.

• Fifty-two percent of the companies responding use Twitter.

• Social media is here to stay. Ninety-one percent of respondents used some sort of social media in 2009.

• Inc. 500 companies attribute success to social media communication. Eighty-two percent had a success rate with Twitter and 87 percent for other social media tools (Wikis, social networking, blogging, video, etc.).

The Razorfish Digital Brand Experience Report 2009 found the following:

• More than 65 percent of consumers reported having a positive or negative digital experience that affected how they viewed a brand.
• Ninety-seven percent of those individuals reported that the experience ultimately determined whether or not they bought a product from that brand.
• Seventy percent of respondents have read a corporate blog.
• Sixty-seven percent have watched a commercial or video advertisement on YouTube.
• Seventy-three percent of respondents indicated posting a product or brand review on a web site like Amazon, Yelp, Facebook, or Twitter.

In 2008, Cone LLC presented the findings from its “2008 Cone Business in Social Media” survey. The following items are worth noting as part of the recommended marketing strategy for Hasbro:

• Sixty percent of Americans use social media and 59 percent of those individuals interact with companies via social media.
• Ninety-three percent of these social media users feel a company should have a presence in social media, and 85 percent believe not only should a company have a presence, but they also should interact with consumers via this new medium.
• More than half of these individuals feel a stronger connection with and better served by companies when they interact with them via a social media environment.
• Forty-one percent of the respondents think companies should solicit feedback on products/services.
• Forty-three percent of respondents think companies should use social networks to solve problems.

Additionally, more and more companies are making experiential marketing part of their strategy to help to build relationships with their customers. And, it’s working. According to a survey by MICE Group, more than 80 percent of companies/organizations believe experiential marketing is extremely or very important to the success of their organization. Forty-three percent of the respondents also noted that they expect to increase their budgets to increase experiential marketing tactics in their organizations during the next two years (MICE, 2009).

Social Media Implementation Strategies
Hasbro has been what a Wetpaint and Altimeter study dubbed “wallflower” when it comes to social media. By taking a few simple steps to incorporate social media as part of the overall marketing strategy, Hasbro can enhance its brand and engage customers, which, in turn, will lead to greater loyalty. Hasbro will need to be “selective” in determining the right fit for the organization. This is critical in developing the strategy. Hasbro does not want to try to be all things to all people. It needs to clearly define what social media strategies it will use, blend those strategies with the traditional marketing tools, and do them well.

In addition to using the traditional marketing vehicles (print and television), the use of the following social mediums is encouraged as part of the overall marketing strategy.

Blogs
As noted earlier, 70 percent of respondents in the Razorfish study said that they have read a corporate blog. Consumers are interested in what companies are doing and saying, and now more than ever before they have access to a wealth of information about companies/organizations available at their fingertips. In his blog, Jeff Bullas noted seven reasons why a company should blog. In looking at Hasbro’s marketing strategy and adding blogs to that strategy, two points stand out: 1) blogs are viewed as more trusting than company Web sites/press releases and 2) blogs can move customers to purchase your product (Bullas, 2009). Consumers will still look to a friend or next door neighbor for advice on what type of lawn care to use or what type of mp3 player to buy, so it is easy to understand why blogging, as well as other social mediums, is so important in branding and marketing.

Blogs are the easiest way to engage consumers in conversation. They provide open dialogue among consumers all over the world. It not only serves as a communications tool to educate customers, but it also provides companies opportunities to learn what others are saying about them.

In his book, Join the Conversation, Jaffe lists the 10 characteristics of a “good conversation” (Jaffe, 2007). Two characteristics are especially important: it is natural (not forced) and it is open. As Hasbro works to develop its blog – whether it be from the CEO or a toy designer – it is important to adhere to these golden rules. If you are not authentic, your consumers won’t believe you, and they will go elsewhere when they want information about products (or, they won’t buy anything from you again). You have to be willing to be open to the different points of view and be respectful of those viewpoints. Comment on others’ blogs.

Hasbro can easily incorporate blogs into the marketing strategy. It could offer an employee who has been working on a particular toy the chance to blog about that toy. He/she could discuss why he/she likes this toy, what is cool about it, etc. This will open the door for conversation from consumers. If by chance the toy is not actually a hit once it rolls out, the two-way (or multi-level) communication provides valuable feedback for Hasbro.

Hasbro should also ask for something via a blog. For example, perhaps the CEO could reminisce about his/her favorite childhood memory/experience with a Hasbro toy. Then ask for comments, stories, etc., from readers. Ask them to include photos. The feedback from customers is a valuable tool that can help further develop the company’s overall marketing strategy. Customers are your biggest salespeople. And, with the viral implications of social media, they can make or break a company.

Facebook
As our research indicates, adults ages 35-54 using Facebook grew more than 170 percent in less than a year, and adults ages 24-35 and 55+ also saw substantial growth, more than 97 percent (Corbett, 2008). These are the parents and grandparents (and, in some cases siblings or great-grandparents) of our primary target audience. Reaching these groups is critical to the overall success of our company.

Hasbro has no real Facebook presence. The page has less than 2,000 fans and it provides little to no opportunity for users to write on the wall or share information (Facebook, 2009). The main point of social media is to engage and share information, and Facebook is a social networking site aimed at achieving those goals.

Hasbro has simply established a page for the sake of having a page. As part of our marketing strategy, the company will focus on enhancing this page to allow for the exchanging and sharing of information via the wall, special offers, photos, etc. Because our “secondary” target audience (parents and grandparents) is using this page, this is an area where there is great potential to engage consumers.

Facebook provides an opportunity to build relationships with consumers. By developing a solid "fan" following, Hasbro can develop marketing strategies to build brand loyalty. For example, the company should offer special discounts, "sneak peeks" and other premium services to “fans” of the page. The company could also offer incentives to those fans who “recruit” a set number of new fans to the page.

Many companies are already doing this, and consumers want these special services.
Mark Walsh noted that a Razorfish study shows that 44 percent of Twitter followers and more than 37 percent of Facebook/MySpace followers note receiving exclusive offers/deals/promotions is the main reason for subscribing/friending a brand via social media. Providing discounts and premium services makes your consumer feel special. And, driving them to your Facebook page or Web site provides additional opportunities to further engage them (wall posts, photo uploads, etc.).

Hasbro much enhance its presence on Facebook and work to provide fans with useful information that draws them in and provides them an opportunity to share their thoughts, ideas and stories.

Tweets
One simple step Hasbro can take to get consumers engaged is to offer the ability for consumers to sign up to receive information from the company via Twitter. Currently Hasbro relies on postings on its Web site or e-mail to notify customers of special offers or recalls.

By developing a Twitter page that they use to keep customers informed of these important notifications will help them build relationships and enable them to deliver information quickly. Keeping the message simple and to the point is crucial. Stefanie Nelson, the voice of the DellOutlet Twitter page, notes that we are living in an online culture where people are scanning information versus reading. "The shorter and more direct your message is, the more successful you're going to be," she explains.

Dell has been using Twitter to "tweet" coupon information for the Dell Outlet. The tweets link to the company's Facebook page where interested consumers can get more information, review the offers and make additional purchase. Hasbro can easily incorporate this feature as part of their Twitter presence as well.

Additionally, Twitter offers a unique opportunity to further engage consumers by seeking their feedback. For example, a fun, creative use of Twitter could be developed during the holiday season to ask consumers what their pick is for their favorite Hasbro toy. Or, Twitter serves as a great outlet to notify followers of the latest Hasbro toy launch.

Twitter offers a simple, cheap and effective way to cast the Hasbro net to more consumers and bring them into the conversation.

YouTube/Flickr
Much of social media revolves around user-generated content. In 2008, more than 82 million people generated their own content via various social mediums, including video, social networking, etc., and during the next five years those numbers are anticipated to grow to nearly 115 million (Ostrow, 2009). Sites such as Flickr and YouTube provide users with the ability to create their own information in creative and unique ways. In the Digital Outlook Report, Iain McDonald discusses the whole premise of social object theory and social influence in marketing. In the article, he notes that much of social media is built around an object that helps us make connections to others (i.e. photos, videos, URLs). It is these objects that we build our relationships around and discuss via the various social mediums.

YouTube provides a wonderful opportunity for Hasbro to market its products. Whether it is using the site to showcase special toys or creating outlets for consumers to share their story, Hasbro can capitalize on the power of YouTube. Mattel is already using YouTube in unique ways to help its consumers. In October of 2009, it launched shopmattel.com and uploaded a video outlining how the site works and what it has to offer.

Hasbro can engage consumers by providing useful information via this video site (shopping tips, what’s hot for the season, commercials) and by offering consumers an opportunity to join the conversation. Like Twitter and Facebook, YouTube can be used as a vehicle to share special memories of Hasbro toys. For example, ask for videos showcasing your child’s favorite Hasbro toy. Ask consumers to share their own videos of them enjoying a Hasbro moment.

YouTube also can be used for what Jaffe termed “advertising on demand” (Jaffe, 2005). In today’s world where more and more consumers are skipping through traditional television advertising, YouTube offers companies an opportunity to showcase products and services via the new social medium. And, more importantly, it allows the consumer to choose the advertising he/she wishes to engage in. Because the site is also viral, the opportunity to reach a broader audience is greatly enhanced.

Mobile Applications/Technology

In Razorfish’s Digital Outlook Report, the researchers/authors noted that mobile technology will continue to “get smarter” and fulfilling the same brand promise that a company provides via the stationary Internet will be a focal point. The report also notes “Mobile is poised to be the most potent digital opportunity of the year and, perhaps more than any other sector, retail stands to gain immensely from broad adoption of mobile media and technology tools” (Razorfish, 2009).

As more and more consumers move to Blackberries, iPhones and other mobile devices, developing services and applications will become increasingly important because the consumer expects it. The challenge is developing a program/app that peaks the interest of your consumers while working across multiple mobile platforms.

Hasbro could benefit from mobile applications that provide parents with information that can make their life easier. For example, if Hasbro can develop an application that allows parents to track toy information, make lists, get recommendations – all based on data provided by them (i.e., age of the child, sex of the child, child’s interests) – will help parents. Hasbro’s application could then tailor toy information based on the data provided, as well as offer tips for finding the right toy, where to find it, etc. Another application that would benefit the consumers is a storefront window of toys from Hasbro.

Mobile coupons are expected to become a popular tool for companies moving forward. This technology provides ease of use, higher redemption rates and is more cost effective for the actual company (Razorfish, 2009). Hasbro can easily use this tool to as a reward incentive to those customers who have engaged in other social media mediums at Hasbro.

Conclusions:
Social media has put consumers in the driver’s seat. The level and types of engagement ultimately affect the financial success of a company. Those who engage and build/maintain relationships tend to be more profitable. Conversations and engagement are critical in helping to build trust, loyalty and support for a company/organization. Understanding and incorporating the right social media strategies will continue to be an important piece of an overall marketing strategy. Identifying and using those mediums that are most appropriate for your company or organization is key in developing your strategy.

Obviously privacy issues will continue to arise with our main target audience – children under the age of 12. But, what also is likely to change is the demographics of who is using the various mediums. As found with Mattel, even children are getting involved with Twitter and Facebook (example, Barbie – kids follow her tweets and are fans of her Facebook page, 250,000 and counting). As technology changes at a rapid pace, companies will have to continually invest in emerging technology and manpower to keep up with those changes.

Hasbro can incorporate some simple social media strategies, outlined above, that will help to enhance their overall brand and further engage consumers. By taking these simple steps, Hasbro will achieve greater success and possibly catapult over Mattel as the number one toy manufacturer.

References:
Adler, D. (2009, July 31). Twenty-one top Twitter tips. Forbes. Retrieved Dec. 26, 2009, from http://www.forbes.com/2009/07/31/top-twitter-tips-entrepreneurs-technology-twitter.html

Barnes, N. and Mattson, E. (2009). Social media in the 2009 Inc. 500: New tools & new trends. Retrieved Dec. 12, 2009, from http://www.umassd.edu/cmr/studiesresearch/socialmedia2009.pdf

Bullas, J. (2009, July 10). Seven reasons companies should blog. Retrieved December 2, 2009, from http://jeffbullas.com/2009/07/10/7-reasons-why-companies-should-blog/

Cashmore, P. (2009, Sept. 7). Monopoly City Streets: Google launching online version of Monopoly. Retrieved Dec. 27, 2009, from http://mashable.com/2009/09/07/monopoly-google-maps/

Cone, Inc. (2008). Cone finds that Americans expect companies to have a presence in social media. Retrieved Dec. 15, 2009, from http://www.coneinc.com/content1182

Corbett, P. (2008, June 20). Facebook demographics 2008 update -- It’s getting older in there. Retrieved October 30, 2009, from http://www.istrategylabs.com/2008/06/facebook-demographics-2008-update-its-getting-older-in-there/

Hasbro, Inc. (2009, February 25). 10-K and Annual Report to Shareholders. Hasbro.com. Retrieved November 2, 2009, from http://www.scribd.com/doc/12937028/HASBRO-INC-10K-Annual-Reports-20090225

Hoover’s (2009). Hasbro, Inc. and Mattel, Inc. Retrieved November 1, 2009, from http://www.scribd.com/doc/12937028/HASBRO-INC-10K-Annual-Reports-20090225

Jaffe, J. (2005). Life after the 30-second spot. Chapter 9, pp. 95.

Jaffe, J. (2007). Join the Conversation. Chapter 11, pps. 120-121.

Lagorio, C. (2007, May 17). Resources: Marketing to kids. CBS News. Retrieved October 21, 2009, from http://www.cbsnews.com/stories/2007/05/14/fyi/main2798401.shtml

Mattel (2009). Retrieved November 1, 2009, from www.mattel.com and http://www.shopmattel.com/ and http://www.youtube.com/watch?v=CNWKUPu2-sw

McDonough, P. (2009, October 26). TV viewing among kids at an eight-year high. Nielsen Wire. Retrieved November 22, 2009, from http://blog.nielsen.com/nielsenwire/media_entertainment/tv-viewing-among-kids-at-an-eight-year-high/

MICE Group (2009, September 8). New international survey predicts experiential marketing 'set to become major growth area in next five years'. PR Newswire. Retrieved November 11, 2009, from http://www.prnewswire.co.uk/cgi/news/release?id=178594

O’Brien, K. (2009, April 7). Why the future of PR lies in social media. Attention! Blog. Retrieved Dec. 21, 2009, from http://blog.attentionusa.com/2009/04/why-the-future-of-pr-lies-in-social-media/

Ostrow, A. (2009, February 19). 82 million user-generated content and counting. Retrieved December 6, 2009, from http://mashable.com/2009/02/19/user-generated-content-growth/

Powers, V. (2009, October 30). Hasbro’s family game night teams with Domino’s Pizza: Free pizza, mini games. Retrieved November 22, 2009, from http://www.houstononthecheap.com/hasbros-family-game-night-teams-with-dominos-pizza-free-pizza-mini-games

Razorfish (2009). FEED Report. Digital Brand Experience Report 2009. Retrieved November 9, 2009, from http://feed.razorfish.com/downloads/Razorfish_FEED09.pdf

Razorfish (2009). Digital Outlook Report. Retrieved Dec. 1, 2009, from http://www.razorfish.com/#/ideas/reports-and-papers/special-reports/

Walsh, M. (2009, November 8). Online Media Daily News. Razorfish study: Special offers drive engagement in social media. Retrieved November 9, 2009, from http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117008

Wetpaint and Altimeter (2009, July). The world’s most valuable brands. Who’s most engaged? Retrieved from http://www.engagementdb.com/

World of social media opens windows to conversation

2009-12-14T11:39:00.001-05:00

The world of social media is broad. And, everyone has an opinion on how companies/organizations should handle the use of this ultra medium. During the past few weeks, we have seen some wonderful, and some not so wonderful, uses of blogs, video, Twitter, Facebook, etc., to help consumers become part of a brand. By engaging them in conversations, companies are not only building brand loyalty, they are also gaining valuable information that can help to set them apart from the competition.

As we come down the home stretch of our social media marketing class, there is a lot of information to sort through, thoughts and ideas to decipher, and more importantly, choosing the right marketing plan that will help our “choice” company heighten its social media presence.

In a recent study from the Center for Marketing Research at the University of Massachusetts, Inc. 500 companies (five of the top 10, 12 and 15 companies and 38 of the top 100 companies) were interviewed about trends/uses of social media (2009, Barron). Several trends/statistics were discussed in the survey that deserve some attention, and ones that I feel have real value as I begin to craft the marketing plan for Hasbro:

· Social networking leads the way (75 percent of respondents reported this as the most familiar aspect of social media.

· Fifty-two percent of the companies responding use Twitter.

· Social media is here to stay. (Ninety-one percent of respondents used some sort of social media in 2009).

· Inc. 500 companies attribute success to social media communication (82 percent success rate with Twitter and 87 percent for other social media tools (Wikis, social networking, blogging, video, etc.)/

As we are talking about sorting through the “wealth” of information, Larry Brauner’s article this week on sorting through social media clutter is very apropos (2009, Brauner). Specifically a couple of things jump out as simple, yet critical steps, to taking action. The first one is his statement, “Be reliable and be consistent.” As we have discussed throughout this course, you have to be accountable and you have to be authentic/reliable. If you say what you do and do what you say, consumers are more likely to take stock in what your company has to say. And, of course, don’t do it in such a way that you are talking over people, instead of to them or with them.

The second point he makes that I think is valuable advice when looking at use of social media is the concept of not being everything to everyone. There are companies out there that do this well. (I noted National Geographic last week in my post. A great example.) But, not every company is going to have the staff or resources to accomplish what these top tier companies are doing. It’s important to find out what your consumers want and give it to them. Pick those mediums that you believe you can do well and ones that will really add value to building relationships with those consumers.

Additionally, recent changes to privacy policies for Facebook (2009, Brauner) and research regarding consumers’ likelihood to provide (or control) behavioral advertising data, could make social media marketing even more interesting, and, in some cases, challenging (2009, Rodgers). The addition of privacy changes (and there will probably be more to come) is not a bad thing. The point of social media is to engage consumers, and as Jaffe noted in Join the Conversation, “prosumers” or “consumers” make the world go round and “today’s consumer is your best friend and worst enemy” (2007, Jaffe). There is no doubt consumers are leading the way, and that is why it is more important than ever for companies to become more engaged with consumers so that they can reach those audiences with messages they want to hear, with products they said they want to see and deliver it in the manner in which they have asked to receive it.

The world of social media is scary, yet one that blows open the windows of communication to an audience who is ready to be part of these conversations.

References:

Barnes, N. and Mattson, E. (2009). Social media in the 2009 Inc. 500: New tools & new trends. Retrieved Dec. 12, 2009, from http://www.umassd.edu/cmr/studiesresearch/socialmedia2009.pdf

Brauner, L. (2009, Dec. 13). 8 simple ways to penetrate social media clutter. Online Social Networking blog. Retrieved Dec. 13, 2009, from http://online-social-networking.com/8-ways-to-penetrate-social-media-clutter

Brauner, L. (2009, Dec. 6). Social networking privacy hampers marketers. Online Social Networking blog. Retrieved Dec. 12, 2009, from http://online-social-networking.com/social-network-privacy-hampers-marketers

Jaffe, J. (2007). Join the Conversation. Chapter 5, pps.41-51.

Rodgers, Z. (2009, Dec. 14). Few Google users are opting out of behavioral targeting. Retreived Dec. 14, 2009, from http://www.clickz.com/3635881

User-generated content complements traditional marketing strategies

2009-12-08T15:49:00.000-05:00

Social media has opened windows to what I like to term “multi-level” discussions or as Jaffe notes, “many-to-many” communication (Jaffe). This is probably the single most significant point of social media: making conversation. From these conversations, companies can gain valuable knowledge on what consumers are saying about their products/services and gain insights into what consumers really want or need.

And, what all of this means to business is ultimately success (or, in some cases, failure).

During the past few weeks, we have been looking at what successful organizations and businesses are doing with social media. The use of consumer-generated content such as blogs, photo sites and YouTube, is luring people into conversations and providing opportunities to share ideas and experiences like never before.

In 2008, more than 82 million people generated their own content via various social mediums, including video, social networking, etc., and during the next five years those numbers are anticipated to grow to nearly 115 million (2009, Ostrow).

As I continue to work on my plans to catapult Hasbro over Mattel in the social media world, the idea of user-generated content is one that deserves a lot of attention. The company currently isn’t doing much in the way of engaging consumers via this platform, but there are certainly wonderful opportunities to bring them into the conversation, so to speak.

One of the vehicles I think could be very fun and engaging for Hasbro is the use of photo and video sharing. This can be done very simply and inexpensively. In talking with random people about toys, one of the things I found very interesting was the memories people would have of their favorite toys. And, often these individuals are now sharing those memories (and many of the Hasbro games/toys) with the next generation of family members – kids, grandkids, etc. As part of the marketing plan, I plan to incorporate the use of a YouTube site and photo sharing site for consumers to upload their favorite photos/videos of them or their family members with their favorite Hasbro toys. This will give them an opportunity to be engaged, while offering other consumers to comment on those stories.

Blogs are another easy and inexpensive way to engage consumers in a conversation. I like the idea of using Hasbro employees to write blogs about their favorite childhood toy memory and asking consumers to share their stories. Additionally, it would be great to do a special holiday blog where either the CEO from Hasbro talks about the newest or greatest toy of the holiday season and why he/she picked that particular toy. This will give consumers a chance to chime in on their thoughts about the toy.

By incorporating this form of user-generated content, consumers will not only be able to share their stories, but this will also serve as an opportunity for Hasbro to use these stories and photos in further enhancing brand recognition and marketing efforts. There is truly no more powerful form of marketing than to hear the words of the people who use these products.

Companies are adjusting marketing budgets to incorporate different strategies, including social media, to add value to their services/products. In a recent feature on General Mills on Fox News, Mark Addicks, chief marketing officer for General Mills, discusses the various outlets the company is using to reach its diverse audience. He notes that while the company looks at return on investment based on actual dollars in terms of advertising, the company also looks at “activity” around social networks when developing marketing messages and new ways to engage customers (2009, Fox). As he further notes in the interview, General Mills will continue to remain focused on the television market as it works to provide a significant return on investment for the company, but it also looks at the social media market as a complementary vehicle for engaging consumers. General Mills is being very strategic when incorporating social media marketing. It is not using social media to be the beat all end all.

I think Hasbro is much like General Mills in that much of the target audience of its brands (parents/children) still gets much of their information from television. But, the parents are also one of the biggest users of social networks, representing a 170 percent growth rate among users ages 35-54 (2008, Corbett). Integrating the various marketing strategies will enable them to extend the brand reach/recognition while developing and building relationships that will help drive success.

Marketing techniques and strategies are evolving at a rapid pace, and social media is certainly an integral piece of that strategy. It is important to continually develop and re-develop your marketing plan to integrate the various resources available for companies to engage consumers and build brand loyalty. By incorporating the traditional marketing tactics with the new social media vehicles available to marketers, companies will be enhance performance while helping to make consumers feel like they are part of your brand.

Ostrow, A. (2009, February 19). 82 million user-generated content and counting. Retrieved December 6, 2009, from http://mashable.com/2009/02/19/user-generated-content-growth/

Fox News. (2009, November 16). Engaging consumers through social networking. Retrieved December 8, 2009, from http://www.foxbusiness.com/search-results/m/27431720/engaging-consumers-through-social-networking.htm

Enhancing Hasbro brand by expanding social media reach

2009-11-23T21:04:00.000-05:00

Hasbro has room to grow and enhance its products by incorporating different social media vehicles into their short-term and long-range plans. Television ad spots will continue to be a large part of their overall strategy. According to Nielsen ratings, kids ages 2-5 spend 32 hours a week watching TV, while children ages 6-11watch TV approximately 28 hours per week (2009, Nielsen). So, television still hits a large audience for Hasbro; however, reaching the adult populations (i.e., the parents) becomes more challenging. This is where social media vehicles such as the experiential marketing (“reliving” their favorite childhood Hasbro games and sharing those via on-line communities/websites), Twitter, Facebook and branded entertainment can really enhance that strategy.

The idea of meaningful marketing also is an important message to consider when developing a marketing strategy. In Tim Leberecht’s article, he notes that it is critical in social media to engage and activate customers “to co-create social content, which serves as the main catalyst for those cross-media conversations that provide the fabric for brands.” I love the metaphor of “fabric for brands” (2009, Leberecht). And while he was referring to the voice of a company, I think this same theory can be applied from a customer perspective.

Hasbro is in a unique position to capitalize on meaningful marketing. How many people have grown up playing Hasbro board games or collecting Hasbro toys? As I was talking with co-workers recently, we talked about how we used to love playing Operation, and how even today, young children carry on the tradition of loving operation (whether it be online via a video game or on the original board game). These special feelings have meaning for us, and those feelings are a chance for Hasbro to engage these consumers. Wouldn’t it be great to have a community site on Hasbro where consumers could tell stories of their favorite Hasbro toys and include photos or videos of them as young children (or even now their own children/grandchildren)? What better way to sell your brand! Coca-Cola is doing some experiential/meaningful marketing through their Open Happiness campaign -- http://cokeusa.com/coca-cola-stories.html. The campaign offers consumers to share their stories of why they love Coke – who knew romance could be found through the love of Coke?

Opportunities for Hasbro to engage consumers through on-line communities are also abound via Twitter and Facebook. By building followers/fans, Hasbro can easily engage customers by providing special discounts/coupons to those individuals through “Facebook freebies,” direct message discounts and social media sharing (2009, Van Grove). These special discounts will make them feel special, as long as you are careful not to offer similar discounts to the masses. Additionally, implementing a customer loyalty program and referral opportunities can provide more opportunities to market the products. These simple strategies ca n be incorporated to help build the community of Hasbro consumers. Hasbro is missing out, particularly this time of year, by not having these types of communication/marketing strategies in place. It would be great to see this done several times a year and possibly incorporated into special discounts on customer’s birthdays, etc. Implementing this on Facebook and Twitter is simply a no-brainer.

Another benefit of this “open” conversation with consumers is the ability to build ad campaigns developed around those conversations. As Jean-Philippe Maheu, chief digital officer for Ogilvy, states, “Ultimately, brands need to have a role in society. The best way to have a role in society is to understand how people are talking about things in real time" (2009, Steel). And while companies should rely on traditional research methods as well, hearing what customers are saying about you and learning from them can be a key piece to your overall marketing strategy and allow you to really tune-in to the wants/needs of those buying/using your product.

The last vehicle that is worth mentioning and further researching is branded entertainment. I love the example in Jaffe’s book of Macy’s as a company who has used branded entertainment in a very positive way (2005, Jaffe). As the holidays approach, we are now seeing the wonderfully done commercials for Macy’s where the word “Macy’s” is spoken in various movies and television shows. Hasbro actually is in the game when it comes to branded entertainment through such mediums as the Monopoly game at McDonald’s to the continued success of Transformers toys into a big-screen box office hits. Hasbro recently implemented a heavy ad push for "Family Fun Night" where they try to market its board games, as well as Wii video board games. In addition to running in the mid- to late-morning, it also runs in the evening hours to hit that parent market. Ellen Degeneres also has been helping Hasbro market the family game night by playing some of the games on her show, including Bop-It and Guesstures. In mid-fall, Hasbro teamed with Domino's and Target to offer unique discounts to encourage families to take part in family game night (2009, Powers) -- another form of branded entertainment. I think there are opportunities for Hasbro to further enhance its branded entertainment presence by integrating some more “personal” experiential marketing strategies that truly engage consumers.

The strategies noted above are just a few examples of social media vehicles that can be blended with traditional marketing plans to further expand a company’s reach to its consumers. It is important to once again reiterate that there is not a one size fits all strategy. Identifying the key social media ingredients will help define a recipe for success.

References:

Donaton, S. (2009, June 23). Branded entertainment that works. Forbes.com. Retrieved November 23, 2009, from http://www.forbes.com/2009/06/23/scott-donaton-brandedcontent-cmo-network-donaton_print.html

Jafee, J. (2005). Life after the 30-second spot. Chapter 20 - Branded Entertainment pps. 266.

Leberecht, T. (2009). Wanted: Chief Meaning Officer. Retrieved November 22, 2009, from http://designmind.frogdesign.com/articles/power/wanted-chief-meaning-officer.html-3

McDonough, P. (2009, October 26). TV viewing among kids at an eight-year high. Nielsen Wire. Retrieved November 22, 2009, from http://blog.nielsen.com/nielsenwire/media_entertainment/tv-viewing-among-kids-at-an-eight-year-high/

Powers, V. (2009, October 30). Hasbro’s Family Game Night teams with Domino’s Pizza: Free pizza, mini games. Retrieved November 22, 2009, from http://www.houstononthecheap.com/hasbros-family-game-night-teams-with-dominos-pizza-free-pizza-mini-games

Steel, E. (2009, November 23). Marketers find Web chat can be inspiring. Wall Street Journal. Retrieved November 23, 2009, from http://online.wsj.com/article/SB10001424052748703819904574551562382557556.html?mod=dist_smartbrief

Van Grove, J. (2009, November 18). 3 creative ways SMBs can use social media for holiday discounts. Retrieved November 22, 2009, from http://www.openforum.com/idea-hub/topics/technology/article/3-creative-ways-smbs-can-use-social-media-for-holiday-discounts-jennifer-van-grove

Product Placement News (2009, October 6). Hasbro branded entertainment through the years. Retrieved November 23, 2009, from http://www.productplacement.biz/200910073244/News/Branded-Entertainment/hasbro-branded-entertainment-through-the-years.html

Oprah and Ellen Sucked Me In

2009-11-23T11:50:00.000-05:00

First let me start off by saying that I am a big fan of both Ellen Degeneres and Oprah. Not only do I think Ellen's show is hysterical, but I love what she is doing with social media. As someone who hasn't really bought into the whole social media deal, I do pay attention to Ellen and that is because she is being creative, she is actually listening to what her fans/people have to say (and then, actually responding to them), and she continues to be Ellen. And, Oprah, well, I just love Oprah.

So, back to my point. For those of you who don't know the story, Ellen set off last year to become the first person to share the cover with Oprah on O Magazine. Her shows focused on making calls to Oprah's office, creating/sharing her own ideas for the cover, etc. In the meantime, Michelle Obama became the first person to share the cover. But, Oprah finally "video conferenced/Skyped" in to Ellen's show and invited her to be on it, making her only the second person to land on the cover with Oprah.

The issue just hit the news stands and O also marketed it creatively. There are several different covers -- one that you get if you are a subscriber, one if you buy it and another one for, well, I don't remember. Ellen has been promoting the heck out of it, trying to make it the biggest selling issue ever. Well, she sucked me in. I bought it, and I liked it.

In an age where on-line magazines are becoming ever more popular, it is hard for publishers to differentiate themselves. But, this particular issue of O IS different and it's engaging. For example, you can go to O online to vote for your favorite cover (I did, of course).

But, one of the gimmicks that I really liked is the "Twelve Days of Christmas" promotion. Throughout the magazine, there are twelve holiday graphic, each with a different code/date. Beginning Dec. 1, readers can go online and enter the code for that day, as well as the 11 days that follow, to be entered into the contest to win Ellen/Oprah's holiday giveaways. Of course, I immediately flipped through the magazine in search of the holiday graphics/code, wrote them all down and fully intend to win the prizes (LOL). Seriously, I will be playing. It's fun. You should too. Go out and buy the magazine and get ready to countdown the twelve days of Christmas.

In addition to tying into some of the social media topics we've been discussing in class, this also ties into this week's subject of authenticity vs. transparency. In today's world of social media where you can just "put it all out there," the question is, do we really need to put it all out there to be seen as transparent or authentic. And, what is the difference? Well, I think Ellen is pretty transparent and she is authentic. She is who she is and she doesn't try to portray someone she is not. And, for that very reason, I think that is why so many people relate to her. I think the same is true for Oprah. That is why they have both had long-running shows. If you don't think they have marketing power because of their authenticity, just look at Oprah's book club or her "favorite things" she does during the holidays. Typically, the products she touts on her show go on to be huge sellers.

I think there is a lot to be said for transparency and authenticity. Companies who understand it (what it really means to be authentic/transparent) will be able to better engage consumers through the new social media mediums.

New insights into what consumers want

2009-11-09T16:54:00.000-05:00

Many forms of social media have become important components in marketing strategies for businesses. Vehicles like Facebook and Twitter enable marketers/businesses to engage consumers in new and unique ways.

This week, Mark Walsh of Online Media Daily discussed the findings of a recent study from Razorfish. In the FEED report, more than 65 percent of consumers reported having a positive or negative digital experience that affected how they viewed a brand (of that 65 percent, 97 percent reported that the experience ultimately determined whether or not they bought a product from that brand).

But, one of the statistics/findings that I found particularly interesting is that 44 percent of Twitter followers and more than 37 percent of Facebook and MySpace followers stated that exclusive offers/deals/promotions as the main reason for subscribing/"friending" a brand via social media. As noted in the research, "it’s not so much about some type of 'shared passion' for a brand’s values. Largely, it’s about deals—pure and simple."

This is great information for businesses who are looking to build their brand via these social media vehicles. By building a fan base/following and actively engaging this group, companies can continue to look for new opportunities to enhance the relationship with consumers (see Walsh's example of Whole Food's use of social media).

The FEED also noted that "brands that use digital to drive awareness also drive sales: 64% of consumers report making a first purchase from a brand because of a digital experience."

The data certainly makes a case for digital marketing. And, based on this research, as well as countless other surveys/data, it is important to blend traditional marketing strategies with digital mediums in order to broaden your reach.

When looking at Hasbro, outlets like Facebook and Twitter offer unique marketing opportunities for the company. Because the audiences, of Facebook in particular, is changing and it is this target audience (the parents and grandparents) that can help the company achieve overall success. By developing a solid "fan" following, Hasbro can develop marketing strategies that offer special discounts, "sneak peaks" and other premium services that will build those relationships.

So, as I move further into developing a new marketing strategy for Hasbro for my class, I will look at opportunities to incorporate more digital/social media vehicles to complement the traditional marketing and advertising that Hasbro is already using.

FEED (2009). Razorfish Digital Brand Experience Report 2009. Retrieved November 9, 2009, from http://feed.razorfish.com/downloads/Razorfish_FEED09.pdf

Walsh, M. (2009, November 8). Online Media Daily News. Razorfish study: special offers drive engagement in social media. Retrieved November 9, 2009, from http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117008

2009-11-03T16:12:00.001-05:00

Just testing out mobile blog posts.

Can Hasbro catapult over Mattel through new, innovative marketing

2009-11-02T17:35:00.000-05:00

Toy makers/distributors are in a unique predicament when it comes to marketing their products/services. Because their primary market is kids under the age of 13 and that market is somewhat protected (personal data) by the Children’s Online Privacy Protection Act, developing a marketing strategy can be quite tricky.

Two of the largest toy manufacturers, Mattel (#1) and Hasbro (#2) have developed marketing strategies through a combination of traditional (print/television) and social media to enhance their overall marketing efforts. And while both have embraced new forms of advertising/social media, Mattel seems to have the edge on Hasbro.

Mattel has delved deeper into its individual brands, particularly the most popular brands like Barbie and Hotwheels, by developing on-line communities specific to these brands (2009, Mattel). The “Barbie Girls” site boasts one of the most robust communities. It includes the ability for kids to essentially create their own Barbie avatar, earn virtual Barbie bucks, play games, etc. Additionally, the site also includes a “grown ups” page that presents opportunities to engage parents through links to “top toys”, Barbie vintage trivia, party/safety tips, and the ability to sign up for special offers/updates. Several of the sites also include subtle video messages about new products and the ability to earn stickers.

In addition to these communities, you will find Mattel trying to engage consumers through Twitter, Facebook and YouTube. These mediums may be fairly new to the company, and right now the Facebook fan page has less than 200 fans and Twitter followers are less than 100. But, these are mediums that are emerging and, if used appropriately and creatively, may further extend the reach to consumers.

So, enough about Mattel – I’m sure we’ll be coming back to them to make some comparisons, but let’s talk Hasbro.

Part of Hasbro’s mission is to “provide some of the highest quality and most recognizable play and recreational experiences in the world” and “inspire play” through its brands. The company does so by offering a wide array of products, including traditional toys and games to those with high-tech, interactive capabilities. Some of the most recognizable and popular toys include, Transformers, Tonka and Parker Brothers -- you know, the brand for Monopoly (2009, Hasbro). Sales for 2009 came in at just a little over $4 billion, compared to Mattel’s annual revenue of nearly $6 billion (2009, Hoover’s).

The company’s primary target audience is children ranging in age from 3-12 (22 percent). The male to female ratio for that audience is almost dead even, with females edging out the males 54 percent to 46 percent. It’s Web site – Hasbro.com – reaches 1.5 million consumers monthly (2009, Quantcast). During the past two years, the company has placed an enhanced focus on “tweens” (kids ages 8-12) by focusing on products that are high-tech/digitally innovative products (2009, Hoovers).
Hasbro’s primary advertising vehicle continues to be television. In addition, the company also markets products through the American International Toy Fair in New York each year. Last year, the company spent more than $4.5 million on advertising (2009, Hasbro Annual Report).

Hasbro’s Facebook page (not sure if it’s official or unofficial) has limited information/engagement opportunities and includes only about 1,000 fans. However, the Hispanic Hasbro site boasts more than 5,000 fans (2009, Facebook). This may seem understandable given that their target audience (kids under the age of 12) may not be using Facebook. However, in looking at what I believe to be a larger target audience – their parents – it may make sense to enhance this presence. Adults ages 35-54 using Facebook grew more than 170 percent in less than a year, and those ages 24-35 and 55+ also saw substantial growth, more than 97 percent (2008, Corbett). Either way, the presence of fans/users is almost nonexistent, and this is an area where there is a lot of potential to engage consumers, particularly parents.

It also appears that Hasbro continues to rely on e-mail updates on product recalls/new products/special offers. There doesn’t appear to be a Twitter presence or even the use of text messaging for these special alerts. Parents now often rely on text updates for local school closings; wouldn’t it be great if Hasbro offered text updates on new product offers or recalls? A simple, cheap and effective way to reach more consumers.

Some of the individual Hasbro brands offer interactive opportunities for kids. For example, the company’s “My Little Pony” brand provides information on how to plan a party, recipes, an opportunity to “meet the ponies” and the ability for parents to send electronic greeting cards to their kids from the ponies.

Hasbro is also trying to engage parents by providing parenting tips from a renowned psychologist, as well as other experts. Most of the topics don’t even pertain to toys. They are just topics relating to children/families. The site also gives parents, access to toy demos, educational information, commercials and other informational videos.

We’ve just touched the tip of the ice berg here, but hopefully this provides a short glimpse into some of the marketing techniques/strategies in place at Hasbro. So, during the coming weeks, we will be looking at new opportunities to further enhance marketing efforts that will help make this brand more successful and possibly even help it catapult over the competition.

References:

Corbett, P. (2008, June 20). Facebook demographics 2008 update -- It’s getting older in there. Retrieved October 30, 2009, from http://www.istrategylabs.com/2008/06/facebook-demographics-2008-update-its-getting-older-in-there/

Facebook (2009). Hasbro. Retrieved November 1, 2009, from http://www.facebook.com/search/?q=Mattel&init=quick#/Mattel?ref=search&sid=25827717.1300079418..1

Hasbro (2009, February 25). 10-K and Annual Report to Shareholders. Hasbro.com. Retrieved November 2, 2009, from http://www.scribd.com/doc/12937028/HASBRO-INC-10K-Annual-Reports-20090225

Hoover’s (2009). Hasbro, Inc. and Mattel, Inc. Retrieved November 1, 2009, from http://hoovers.com/hasbro/--ID__12007,period__A--/free-co-fin-income.xhtml

Mattel (2009). Retrieved November 1, 2009, from www.mattel.com

How to bake a yummy social media souffle

2009-10-29T14:03:00.000-04:00

Fun article...ties into my lessons/research for my social media class.

How to bake a yummy social media souffle

Kicking and screaming into social media

2009-10-28T19:57:00.000-04:00

Let me preface this post with a fact: anyone who knows me well knows that I have entered the world of social media kicking and screaming. I'm a child of interpersonal communication. That was the specialization of my master's program. It's what I know and love.

But in today's world, the days of the so-called interpersonal communication as I know it, is becoming extinct or at least it is morphing into something else. Try to get a teen or college student to actually respond to a phone call, and you will see the dramatic change. They don't talk. They text. Call them and leave a message, they will text you back. And, when they go out into the "real" world, they are flustered when they have to actually communicate face-to-face, actually speak to people. No cell phone. No texting.

Personally, I use Facebook here and there, but am getting a little bored with it. I keep a page for work purposes -- primarily for news, postings, pictures. I understand that it can be a powerful communication tool, don't get me wrong. But, it appears that people are using it more to tell me what they had for lunch or that they don't like their job (bad idea by the way). For me, we are in an age of TMI.

Twitter has me perplexed, primarily because I really can't figure it out or even how to set up the page/site (I guess I will be learning!). I haven't quite figured out it's main lure yet -- just seems like texting to me (with followers). So, I will be interested in delving more into this medium and hopefully figuring out how/if it fits into what we are trying to do at work.

Our organization has been using LinkedIn and believe this is a social medium that truly has some great benefits for us. LinkedIn provides a professional focus for users. I have termed it the "grown up" version of Facebook. I am amazed at the amount of networking, job postings, etc. that take place on this site. It really makes sense what's going on here. And, it's something that is an easy sell to my constituents.

Other than that, I use very little social media. I know, I'm sure you are scratching your head on that one -- yet, here I am in this class! But, after all of that, as a communicator, I certainly understand the buzz. I get it. These are outlets for anyone -- no matter where you live -- to exchange information, share ideas and search for answers. It is truly opening the windows to the world for people who may never have had the opportunity to do so without these social networks. And, while I struggle with many aspects of social media, the idea is very cool.

As we look to move forward into the social media world, my fears are two-fold: one, who can keep up and how do you keep up? The age of this new medium is changing so fast. One day a new application or program is here, the next day we're on to the next best thing. How do we as communicators handle the reins on this bucking bronco of social media, and steer it in the right direction?

Social media doesn't seem to be a one-size-fits-all approach either, yet so many companies are trying to take on everything that is out there. My organization is sort of running down that path, trying to do everything, when maybe everything isn't the right approach.

And secondly, there doesn't appear to be much accountability around social media/digital communications (professionally or legally), so how do you reel all of that in and create communication that people will use/believe in? We looked at how a lot of companies are using social media, and there are some innovative ideas/approaches out there.

Let me end with this. I'm not naive; I know in order to do my job and do it well, I need to be in tune with these changes. That's why I'm here and anxious to learn more about the various approaches to social media and how I can best use these outlets to reach constituents. I am hoping to figure out which social media tools make sense for us and how we can use it and use it well, particularly considering it will be run by a one-woman show.

I am really glad to see the mention of Mashable in this course. I think it offers some great information, in mostly easy to understand terms/examples. I think there are some great tips out there, including this great video series on using it in your business -- and using it the right way.

Link: http://mashable.com/2009/10/27/social-media-tools-video/

Who determines privacy?

2009-10-26T20:06:00.000-04:00

This week, in our final week of the intro to digital marketing course, we tackled the issue of privacy, particularly children's privacy, as it relates to marketing.

What we found is that all of us, including those who don't have children, agreed that the privacy of children needs to be protected. The Children's Online Protection Privacy Act was established to shelter children under the age of 13 from marketers obtaining names, ages, mailing/e-mailing addresses, unless the parent/guardian provides consent.

The youth market is big business -- each year, kids' spend $30 billion of their own money on various products. I'm sure that makes marketers' eyes pop out of their head; I know mine did! And, in addition to the amount kids spend, they influence another $150 billion in household spending. That is a huge market, so it is easy to understand why marketers want to get their hands on that information.

But what is troublesome about marketing to this group is that children under the age of 13 often have not fully developed their cognitive skills, so making sound judgments may not take place. Many adults struggle to determine fact via fiction in the various digital mediums.

In research published by the American Psychological Association, the authors noted that two important information processing tasks must take place in order for a person to achieve a mature understanding of advertising messages. He/she must first know how to tell the difference between an actual ad versus the program being watched. The study showed that kids under the age of 5 "do not consistently distinguish program from commercial content, even when program/commercial separation devices." The second cognitive task that arises is "a mature comprehension of advertising is the ability for kids to understand/recognize the persuasive intent of advertising."

The article provides some really interesting research. I recommend checking it out at: http://www.apa.org/pi/cyf/advertisingandchildren.pdf.

While I totally understand the need for marketers to understand their audience and develop products/services to serve that market, there is a very edgy line to tip toe around. Parents must decide what is right for their children, and if they believe that providing that information is okay, then marketers can obtain that information. But, in today's society where Internet crime is rampant and sexual predators are constantly lurking around cyberspace, I'm not sure that even teens (ages 13 and up)always make the best decisions on what information to give out.

Save Your Local Bookstore!

2009-10-19T18:59:00.000-04:00

This week in our digital marketing assignment, we faced off on the destiny (or fate) of the traditional, brick and mortar bookstore. And, as I did my research on the issue and tried to take my side, I was saddened by which side I took. Unless we put our faith (and money) back into our local bookstores, it won't be long before they are few and far between.

Marc Fisher of The Washington Post wrote a great article about what's happening with bookstores. And, his conclusion is one I agree with: we, the readers, are killing the brick and mortar stores. Read it -- http://www.washingtonpost.com/wp-dyn/content/article/2009/04/20/AR2009042003286.html -- it's true.

Don't get me wrong, I'm guilty. I buy books from Amazon. As a matter of fact, I've gone to my local bookstore, found a book I liked and ordered it online. Oh the shame!

But, at the same time, there is a part of me that still very much enjoys my walk through the stacks of the store. I like the smell of new books. I like the colors. I can spend hours perusing the various releases, reading the inside covers to see if I can be enticed into making a purchase. And, after researching/learning about where we're headed with our traditional stores, I may not get to enjoy those feelings much longer.

Now, after noting in my paper that on-line stores were the future, I still want to believe in my local bookstore. I want to believe that there is hope for the "shops around the blocks." As many offerings as the on-line stores can provide, they still can't provide you with the personal touches that truly do make traditional stores so endearing to customers. You can't go to the book signing of your favorite author via a virtual bookstore. You really can't enjoy a reading from a new author or book (well, I'm sure there are some "video readings" out there). You can't enjoy a warm coffee or hot chocolate while reading your latest purchase if you're living in an online world.

And, most importantly, as noted by Fisher, you can't support your local community online. If we want local businesses to thrive and be a part of our community, we have to support them. Your local bookstores bring jobs, taxes and greater sense of community to the towns in which we live. Those of us who go online to save a buck are simply hurting those people we interact with daily.

Yes, Virginia, I have to believe that because of all of those wonderful qualities, our traditional bookstores will remain an integral and wonderful part of our lives.

Sell me a smartphone

2009-10-12T21:55:00.001-04:00

It's hard to believe that a little smartphone can carry so much power. As I'm writing this blog, I bet I have seen four or five commercials touting the latest applications for the iPhone or the new Windows phone.

In this new age of digital technology, not only can I call my friends and check my e-mail, I also can get information on a song I hear on the radio (via Shazam) or get directions to the subway (NearestTube). It is truly fascinating that such a small piece of equipment can offer so many possibilities. As someone noted in our class discussions this week, it's really a mini computer that you can use to make calls.

According to a study by In-Stat (http://news.cnet.com/8301-1035_3-10203051-94.html), the number of smartphone application users will quadruple by 2013 to more than 100 million users. For developers, this is great news, especially if you have the magic app. And, if you can sell it to Apple, that is even better news since Apple has hold of 33 percent of the overall Internet traffic (the next closest is Nokia with 7.1 percent). In the US, that number is even greater with Apple maintaining nearly 50 percent of the market.

The technology and applications will change like the seasons. Being innovative and creative in developing applications that help to simplify our lives, provide opportunities to have fun and enable us to do our work better will help mobile businesses be more successful.

As I say this, I can honestly tell you that I have had little time or much desire to look into the possibilities and opportunities available to me via my Blackberry. Maybe when that magic application comes my way, you will find me taking advantage of this new smartphone technology.

Kawamoto, D. (2009, March 24 ). Report: Mobile-app store users to quadruple in 2013.
Cnet. Retrieved October 12, 2009, from http://news.cnet.com/8301-1035_3-10203051-94.html

Did You Run That Through Legal?

2009-09-30T21:54:00.000-04:00

This week, our digital marketing communications class has taken a closer look at how corporations and organizations are creating social media units to assist with the new age of communication.

Many companies, including FedEx, UPS and Coca-Cola have brought in teams to focus on the likes of Twitter, Facebook and other sites to ensure they are reaching their customers, watching their brands and providing information through every facet of social media available. Yet, some companies have not jumped on board the social media bus. And, maybe they will be left behind; maybe not. One thing is clear: social media changes at warp speed, and you'll need a fast car to keep up with this bus.

So, why are some companies not catching a ride? Well, there are probably many reasons, but Barb Dybwad recently hit on two in an article on Mashable about why company execs love and fear social media. First reason: they don't really know/understand it (51 percent according to this survey). The second reason: they view social media as a security risk (41 percent). I think the latter is a valid point. Using social media is supposed to make you more transparent. But, for many companies that can pose a threat. How information is distributed and portrayed via these social mediums can impact the company's bottom line. Employees may be posting information about the company, information can be leaked via these social networking sites, etc.

So, legal has to be engaged and involved in what is taking place regarding social media. And, this can be pretty tricky. Anyone who has ever worked with legal units knows that they walk a very straight line (well, the good ones do), and getting them to loosen the reins on a medium that is used to running free, is challenging.

As companies consider bringing in or creating a social media unit within their organization, it is important to look at all of the pieces of the puzzle to make sure they are working in tandum. In doing so, the company can focus on what they see as the value of social media (see survey in Dybwad's article).

I'm just typing out loud. I don't have the answers. I'm just a passenger who is trying to take in all of the sites as we continue our journey down the digital highway.

Please Don't Stop the Music

2009-09-21T18:55:00.000-04:00

Well, we are into week four of the digital marketing stratosphere and things continue to boggle my mind. This week's hot topic -- digital music and the marketplace. It's been an interesting look into the world of satellite radio, digital streaming, on-line radio and so much more.

As an avid music lover and fan of iTunes, I love that music is so accessible to the world. But, I feel so old. I remember the days of going to my local mall to buy my records. Yes, records. I'm that old. I can vividly remember fingering through the 45s, looking at the great album covers and taking my hard earned allowance to buy Michael Jackson's newest hit. Ah, those were the days...

But, just as the Internet blew open the windows of the world to 24-hour news, shopping and sports, it also has given music new life. Now, artists -- both known and unknown -- can share their creations with hundreds of millions of listeners via on-line radio or social networking sites. What is so great about this new age of digital music is that you feel more connected to the artists than ever before. You get e-mails and tweets from "them." Videos are readily available via YouTube (since MTV really isn't "music television" anymore), so now you can go back to enjoying the videos. The latest concert dates and other news are right at your fingertips.

In an article on wired.com -- http://www.wired.com/epicenter/2009/04/social-networks/ -- Eliot Van Buskirk talks about how social media outlets are both a blessing and a curse. He talks about social media being both good and bad for artists/musicians.

While these mediums provide access to broad markets, as they provide an avenue for people to trade and share music, often without paying for it. For years, many music/social networking sites have been battling it out with record labels over royalties. That fight is about to get bigger as ASCAP and BMI -- two of the biggest American agencies hired to collect royalties -- are now going after royalties on previews (i.e., the 30-second sound bites you get on iTunes before purchasing a song). It's unlikley this battle will end any time soon.

So, is there a silver lining? As Buskirk notes, possibly. The lining may come in the form of advertising revenue. Demographic information obtained through these social networking sites could be the bait they need to attract more advertisers. Data will readily be available to attract advertisers who are specifically looking to target their products to particular group or audience.

I love the line from Buskirk's, "Picture advertising as caterers at an online party. It’s easier for them to choose which drinks to serve if they know Early Man is playing."

So, will the caterers be able to deliver the music? I guess we'll have to wait and see.

The Future of E-Zines: Will digital bury print?

2009-09-14T15:49:00.000-04:00

The digital age has certainly changed the face of communication. The new technologies are making information faster than ever and accessible to people from all walks of life, no matter where they may live or work. The question on my mind is where will the digital age take us?

This brings me to the "e-zine" or on-line magazine. I have to be honest; this is an area of digital technology where I have not joined the band wagon. Give me a printed magazine over an on-line magazine any day. I like to tote my Time magazine with me to the beach, on a trip or any other place I might want to read. I may skim on-line versions, but if you want me to really read it and take it all in, print it. No Kindle or other electronic reader is going to change that for me. But, I am pretty proud of the fact that have added the Time Blackberry application to my phone, a major step for me. So, I guess I should never say never.

Let me say that electronic magazines offer some very wonderful benefits. Content is typically updated more often and includes information that was not included in the printed piece. On-line magazines also offer the opportunity to be more graphically appealing with the addition of more photos, videos and other bells and whistles. And, on-line magazines provide interactivity between readers and the authors of the various articles and pieces in the magazine.

But, what is the future of the e-zine? Will traditional print publications fall by the wayside? These are tough questions. Many (actually most) magazines are still doing print and complementing the printed piece with a digital edition. And that equals a lot of work. For all of the effort, how much money is being spent on digital platforms and how much is the return?

Stateofthemedia.org has a great article on the future of digital magazines, as well as the new trends in digital media and how those trends are affecting the bottomlines. I encourage you to check it out at http://www.stateofthemedia.org/2009/narrative_magazines_digitaltrends.php?cat=6&media=9. It's a great piece.

The article notes that on-line magazines still aren't able to attract the readership of some of the largest newspapers and TV outlets, something many have been trying to do. Additionally, revenues from the digital versions were a very small percentage (just two percent in 2007) of the overall income of the magazine. The projected growth in revenue in 2010 is only expected to be seven percent. Not enough to drop the traditional print versions.

To make up the revenue, many magazines/publishers are looking to sell archives, including Life which hasn't been in production since 2000. Time Warner hopes that the archives, as well as the ability to purchase images from old publications, will help generate much needed reveune. Both Newsweek and Time are following suit with similar endeavors. But as noted in the article, if current trends remain the same, the future of most magazines will not rely on the Web.

It will be interesting to see what the future holds for e-zines and print magazines. I can't predict the future, but I do believe there are wonderful opportunities for both. During the next few years, you will continue to see a mix of both, with the on-line versions focusing more on the now and providing new opportunities to engage readers. I can tell you that this blogger will probably continue to be "old school" and read her printed pieces. Or, if the magazine is only available online and offers the "print" article feature, I'll be clicking the "print" button.

Social Media Divide

2009-09-02T23:22:00.000-04:00

This is a first for me. A blog. I've written blogs for others (that's what PR people do), but have yet to dabble in it myself. Well, there are firsts for everything.

Last week, I started an on-line class toward a graduate certificate in digital marketing communications. It's been only a week and my head is already spinning. Facebook, Twitter, Kindle and more. It's hard to get a pulse on these new social media vehicles, let alone my arms.

Facebook - I think I have an arm around it. It is something I use occasionally for personal use, and more recently, it has become a popular communications tool for my job in alumni relations. We use it regularly to post information, alert our constituents about upcoming events, and as a means to engage. Of course, who knew there was such a difference between a Facebook group vs. a Facebook fan page? Okay, so maybe you knew. We are still learning and growing.

Things are changing rapidly...Facebook is embracing Twitter. Social mediums embracing other social mediums? In August, Facebook added an application to allow users to simultaneously update their Facebook page and Twitter posts (http://mashable.com/2009/08/20/facebook-twitter-app/). Good news for the people who maintain these sites for their businesses/organizations.

The new age of the digital frontier is moving at an unprecedented pace. How will businesses and organizations keep up with that pace and what new doors will open for consumers as a result of the rapid change?

During the next few months we will be examining digital media and how businesses, organizations and others are using the various digital vehicles it to market products and services to their consumers. And, in the end, I hope it will help to bridge my digital divide.