How to “Go Viral!”

Have you ever seen the TV series “America’s go talent?”  Well, there are a number of versions of that throughout the free world. Here is an example of talent going viral.   His name is Sung-Bong Choi. 

Sung Bong

Watch him on YouTube!

If you can develop something with the emotional appeal of this video, it will go viral. Grab a tissue and watch the YouTube video.

I was once on a committee that gave advice to a state level tourism office board of directors.  The people on the board were supposed to be the top in their industry.  The people on the advisory committee were supposed to be tops in their field.  What they tried to do was create a campaign that would go viral and bring a lot of tourists to the state.  It cost a lot of money and took six months to create.  But to my mind, it had minimum success.  It lacked credibility and genuine passion.  The example of Sung Bong shows great passion motivating talent.  There has to be a lesson to be learned there somewhere.

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How to get to 25 FACEBOOK Page “likes” and a vanity URL

How much fun is this?  A few days ago I was looking at my really cool Facebook page with only 9 “likes” on it.  It had been that way for quite some time and I didn’t know how to get more attention without buying ads.  So I went to every group I am a member of on Linked In.  I asked the question “What would it take for every member of the group to “like” the Facebook page of every other member?” I promised that if anyone “liked” my page, I’d “like” theirs.  Within a week I have more than 25 “likes” and can now go for a “vanity” URL.  How cool is that?

An even more significant result was that I was able to be connected with these folks on Linked In.  Finally, one of the best results was that these new friends were all great resources and prospects.  We are of like mind in our openness to communicate with the other members of the group.

It only worked with a couple of the 28 or more groups I belong to.  But, when it worked, it worked well.  Ho hum, some groups just won’t think in these terms.  But for the ones that do, it is great!

Now you can find me at: http://www.facebook.com/CybermailMarketing

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Toxic Levels of Discussions

I think I found a “burn out” factor in Linked In and Facebook Groups.  I call it “Toxic Levels of Discussions.”

"Frustrating"

Frustration!

One of the groups I was posting to in Linked In asked me not to start so many “commercial” discussions in their group.  I was thinking I was being generic enough about the topic ant anyone would like to hear about it.  (OK, all I ever talk about is broadcast email marketing, social networking, and blogging.)  Since the group was organized to discuss something else, I was off topic.

Well, of course, I don’t mean to offend, but my point is that I didn’t realize that I really was getting too thick on the group discussion board.  I realized that there was so little other activity in the group that my normal postings were filling the page.  Oooo.  Not good.  So I went through a deleted my discussions from the group I offended.  Then I went down the list of groups I belong to and found the same situation in a number of them.  So I deleted my postings in them also.

Now I’m looking for groups to join where my discussions about broadcast email marketing, social network marketing,, and blogging would be welcomed.

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IFrames app by Wildfire makes large FACEBOOK graphics possible.

In my pursuit of social networking excellence I came across an app by Wildfire that allows you to build IFrames in a FACEBOOK page.

It is a fantastic app that will allow you to create a welcome page and import large graphics and HTML.

I’ve seen some FACEBOOK pages that have more than one IFram page. So I’m going to have to look into it further.

Look at the new Cybermail Marketing Facebook Page.

It’s an easy app to load and a real kick to the business of marketing on FACEBOOK.


My Facebook wall image

 

This graphic is 520 pixels wide.

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Changes

Yes, this is my new web site.  I’ve decided to use WordPress Blog as a web site and give up my old traditional site.  I still need to add some links and I need to complete populating the pages with important information about Cybermail Marketing and broadcast email marketing.  Let me know how I’m doing.  Did I miss something?  Is there something I need to change?  Thanks for your suggestions!

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Posting Strategies that Encourage Engagement on Facebook

Posting Strategies that Encourage Engagement on Facebook

Brands know they must stay active on their Facebook page, writing posts and encouraging engagement. But there are certain tactics that increase fans’ participation, including using specific words and posting at certain times.

Full Article

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Sharing Content to Show Thought Leadership

Excerpt from eMarketer Daily: APRIL 8, 2011
But content creation can be time- and labor-intensive

Creating, finding and sharing compelling content can prove to consumers that a company knows its territory, is a thought leader in its industry and wants to help customers keep up-to-date on important developments. Marketers are placing an ever-greater emphasis on content marketing’s ability to add value for targets and prospects.

According to February 2011 research from content curation firm HiveFire, nearly half of US marketing professionals surveyed are now curating content as part of their strategy, and another 42% are familiar with the practice but not participating. Even among that group, 85% had done at least some content curation, for example by sending an article or other content to a prospect, but were not aware of it.

The main objectives of content curation, according to the survey, were establishing thought leadership and improving brand buzz.

To read more: http://www.emarketer.com/Articles/Print.aspx?1008327

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Ten Best Practices for Social Media Marketing Success

Here is a PDF produced by Constant Contact that spells out what to do in social media marketing.  It’s great.  It doesn’t let you off the hook.  You have to do something, be creative, engaging and most of all active.  Having a plan and working that plan just goes without saying.  Read this PDF and get the big picture and lots of “how to.”  If you don’t understand something, let me know.  I’ll explain it.  Like I always say: “No sales pitch, just honest conversation!”

https://imgssl.constantcontact.com/docs/pdf/best-practices-social-media-marketing.pdf

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Tell a story

In the latter part of the last century I listened to and read all the sales instruction I could find. I was just getting into sales and although I was really educated, nothing prepared me for sales.  One of the sales gurus talked about selling intangible items: you know, insurance, financial planning, consulting, stuff like that.  What they said was to tell a story.  Make it a really powerful story about someone who used your service and got great results.  Or, you could talk about someone who didn’t use your services and got really bad results. 

That idea (the story) still applies.  A story line, like the elves in the forest who make chocolate chip cookies, is one thing.  But to tell a compelling story is another.  It takes good technique, passion, and creativity.  It goes without saying spelling and grammar are a must. 

My challenge to you is the creative.  Can you think of a creative story about your service or product?  Could you include questions and things that require your reader to respond to your email?  Can you engage your subscriber in a conversation?  Hummmm.  Good thought.

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A Failed Campaign: The Exit Briefing

For weeks now I have been working with one of my clients to try to fill a room with seminar participants.  The cost was minimal.  (Less than $50)  But we had to cancel the event.  What went wrong?  Why is it that sometimes email marketing doesn’t work?  Here’s a great lesson in email marketing.

Step One: The Relationship.

The first problem was that my client started with a small list of folks in an association he didn’t belong to and with whom he had no relationship.

(They didn’t “op-in” to his email account.  He just started sending them email. I’ve committed the same sin and got away with it … a little.)

He was a popular figure in the industry, so they may have known who he was.  And the association was a good choice.  It contained those to whom he wanted to reach. 

He started by sending out an email extolling the virtues of attending the seminar.  He did some things right.  He told the receiver who should attend and why.  He mentioned the subject of the seminar and what a benefit it would be to the target audience.  However, you can’t start out a relationship with a “sales pitch” even if what you have is the “Greatest Show On Earth!”  And repetition of the same advertisement doesn’t make it any better.  Broadcast email is not a magazine ad or post card. 

 I consider myself an email marketing aficionado.  If I were to attempt to create a class (perhaps “Advanced Techniques in Email Marketing”) and wanted to fill the room with cash paying attendees, I’d start by going to those who know me, who already receive my email and are OK with me.  I’d appeal to them to help me locate others who would like to attend the class.  It would take time.  I’d start a half year or more in advance just developing the rapport to position myself as someone worth coming to hear.  Generally you don’t reach “Rock Star” status over-night. (Ask any “Rock Star.”)

I’d develop that rapport by staying in contact, sending useful information, and by attempting to engage them in conversation.   You’ll notice my emails always invite you to ask me any question about email marketing. 

In the days of direct marketing (before the internet) you would buy a mailing list of potential attendees and mail them a letter or brochure or both.  You’d follow up with a post card.  If all else failed you got on the phone and called them one at a time.  It took time and money, sometimes lots of money.

When the FAX machine was the state of the art (in the late 1980s) you could send out broadcast faxes until it became illegal here in Colorado.  That was the beginning of the “SPAM” affect.  People didn’t like seeing their fax paper and ink being used by someone they didn’t know, sending them information they didn’t ask for, about a subject they weren’t interested in.  But, like modern day broadcast email it was quicker and less expensive to the person doing the marketing.

Step Two: The Format and The Message

 My client did it right by addressing the email to those who needed to attend his seminar.  He told them what the topic was and who should attend and why.   He even invited them to forward the email on to others who should attend.  (A good idea often overlooked!)  We sent one email a week starting two months prior to the meeting.  (Good repetition.  Not a bad idea.) We changed the subject line and the first paragraph with each email we sent.  (Again, not a bad idea.)  But other than the subject line and the first paragraph, the remainder of the email remained the same.  The message was in the left column.  (A good place for the main message, especially for those who use a palm device.)  The right column had links to places all over his web site and an invitation to “forward to a friend.”  (Great ideas.)  The email looked and felt a lot like his web site.  (Great branding.)  It had a signature block with his photo.  (A very good idea.) 

My client didn’t take advantage of the social networks.  He didn’t have FACEBOOK, LinkedIn, or Twitter accounts.  If he had we could have linked them to the broadcast email and even linked an archived copy of each email in a posting in each of the social networks.   I’m sure he doesn’t believe in the power of the social networks or that connecting to the half billion people on FACEBOOK would in any way profit him.  I think he’s over 33 years old.  

Finally: The List

 In the old days of direct marketing 40% of the success of a direct mailing was given to the list.  The offer and graphics each got 30% of the credit.  Since my client didn’t develop the list over time with people opting in to hear what he had to say, he lost a lot of the true power of broadcast email marketing.  Now that he had to cancel the seminar for lack of attendance he probably will not give much credit to a continued email communication campaign throughout the year. He won’t create “buzz.”  He won’t “get” the social networks and will lose the “viral” effect that is the trademark of social networking.    So when he tries again in the fall, he will be in the same position he was a few months ago.  …and he probably won’t ask me to help him do an email marketing campaign again.  Bummer!

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