Next AZIMA with Tim Moore Sneak Peek

Last Friday afternoon, Tim Moore of CrushIQ sat down with the past president of the Arizona Interactive Marketing Association, Arnie Kuenn to discuss some of the topics he’ll be covering at the upcoming AZIMA event. Tim has been engaging in technology consulting for nearly 20 years, and provides counsel, marketing guidance, and digital relationship best practices. He has a wide field of rich experience from working at The New York Times Company in digital business solutions leadership role, to the founder of numerous technology start ups. He’ll be braving Arizona’s summer heat, making the trip all the way Willmington, North Carolina, on Thursday August 16th, 2012 to present at the “Google Plus for Business” Scottsdale Hilton. Watch the video interview to get a sneak peek at what Tim plans to present at the next AZIMA.

Tickets are available to see “Google Plus for Business with CrushIQ CEO Tim Moore”. Register now!

Catapult Your Business’s Google Rankings With Inbound and Content Marketing

Guest Post By: Dave Murrow, Content Marketer, Mint Social

Last week, AZIMA members learned about ways to rapidly grow their companies’ blog and brand presence from speaker Marcus Sheridan aka @TheSalesLion in his presentation “7 Ways to Explode Your Company’s Brand through Content Marketing.”

From the start, Sheridan was a ball of energy, moving about the room with effortless charm and sass, engaging AZIMA members by name and seeking insights into how they use blogging, content and social media to make a difference in their business.

Sheridan spoke on his experience as a business owner on how to use content marketing and blogging to catapult a business to greater sales heights. One of Sheridan’s main tips that he shared with the AZIMA audience is to create blog posts based on every question a sales person might get from prospects and customers. As an example, he told of how he started blogging as owner of River Pools & Spas, writing about such subjects like the benefits of fiberglass pools over concrete pools, simply because prospects were asking him this in real life.

When his blog posts on these common question topics started to help his pool company soar to the top of Google rankings for these topics, he knew he was onto something. It’s this kind of content that works, Sheridan told AZIMA members.  Be honest, be transparent, compare products and services in your industry, write about your product’s prices, and most importantly, be a teacher and share your knowledge with people. Good content will just come from that.

Knowing the ‘why’ for companies to create social content for the web is the beginning, Sheridan offered. When your company knows ‘why’ content marketing works, then it’s easy to convince your employees to blog on the company’s behalf. Having them share their own individual knowledge for company blogs adds loads of great content to the company mix.

Sheridan notes at his blog that he’s being asked by people he’s never met for his suggestions on which pool brand they should buy, or which contractor they should work with. That’s content marketing success. Because his pool company blog “talks about subjects that no one else talks about”, like comparing pool brands, comparing companies and talking about pool builder’s best and worst practices, the blog gains traction, link sharing and more.  Once your company is on the track with content marketing, it becomes second nature to become the voice of your industry, and that can only lead to greater success.

Download Marcus Sheridan’s free e-book “Inbound and Content Marketing Made Easy” at this link.

A Presentation by Marty Weintraub, Author of Killer Facebook Ads

Guest Post: Khayree Billingslea, the Sales & Marketing Intern at local digital marketing agency and founding AZIMA Member, Terralever.

Marty Weintraub, author of “Killer Facebook Ads” and CEO of aimClear online marketing, has a lot to say about how Facebook has a lot to say about you. Weintraub’s insights constitute a departure from conventional application of paid-organic advertising on the social media behemoth—instead of targeting key demographics, constructing personas (or a ) and driving ads to their Facebook pages, use user data from their Facebook interests to set retargeting cookies which drive ads to many other sites.

Industry thinkers who claim to have uncovered a way of thinking about digital media that “revolutionizes” or “redefines” the way the media landscape will be navigated for the next five or so years are dime-a-dozen. Luckily, it’s pretty easy to sort out stale reiterations of old concepts from the truly new strategic developments. In the digital space, a field in which the ground is daily shifting beneath the feet of the media experts who dare to attain some mastery over it, Marty Weintraub has made his expeditions through the wilderness and it just happens that he is an excellent cartographer who keeps his ear to the proverbial railroad tracks.

For Mr. Weintraub, key consumer insights come from utilizing user-provided data. That data can be used to model what he calls “personas”. A persona is an amalgam of interests, often particular to a member of one or another niche market, likely to be published on a social media platform.  It is the advertiser’s responsibility to take advantage of the targeting tools at their disposal. If you master persona modeling—that is, if you come to learn the resonance frequency of high volume targeting terms—Weintruab claims, the precision of your messages will increase drastically. The goal at the end the targeting process is to consistently send out advertisements tuned to the needs of a very small, well-understood, audience. In a sense, his technique turns your online marketing strategy into something akin to a more-or-less benign CIA operation that predator drone strikes offers into the web browsers of consumers.

It is also worth Marty’s unconventional style; never once did a dull moment of technically sophisticated discourse escape vindication via his playfulness and wit. A whirling tornado of activity and apparent ecstasy at having been so lucky as to find a job he truly loves, Weintraub is an absolute joy to watch. If you missed it, take a look at the Marty’s AZIMA presentation shared on aimclear’s Facebook page.

Save 20% on SES San Francisco with AZIMA

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The Most Social Event in the History of Television

You CAN make a huge social media effort work without a huge staff. That’s one of the lessons gained from hearing an inspiring message from Beverly Jackson, Director of Marketing & Social Media for the Grammys, at the May AZIMA event held in Scottsdale.

Jackson provided an insider’s look to 100-plus AZIMA members how The 54th Grammys became “the most social event in the history of television.” Her relatively small, in-house group of social media workers, teamed up with assistance from agency Chiat Day and a social analytics firm, helped bring The 54th Grammys to a massive audience across multiple online platforms.

Jackson outlined a concept of ‘transmedia’ and hashtag usage that helped her team plot out a strategy to hit all forms of online content. Instead of letting the Twitterverse dictate which hashtags to use, Jackson and her team decided early on to manage the hashtag terms and help bring the flow of messaging to those terms.

Jackson’s team used an innovative social media approach to announce to media about which hashtags to use for all the events surrounding the 54th Grammys. One slide she shared (see below) noted a different hashtags for the 6 Twitter accounts and 14 Facebook pages her team set up for different Grammy activities and the audiences around those specific events.

Some of the highlights noted during Jackson’s presentation included:

–       A record high number of 160,341 tweets per min were recorded during the live Grammys telecast

–       13 million social comments is the new record for TV (most social)

–       Use of Facebook, Twitter, Pinterest, Google+, Turntable.FM, YouTube and many other social media channels to drive awareness, audience reach and hits back to the

Grammys website.

Ms. Jackson brought a wealth of experience to the presentation stage. In addition to her current role as Director of Marketing, Strategic Alliances and Social Media for The Recording Academy and the GRAMMY Awards, she has previously worked in digital and business development roles at Octagon/IPG in the Music and Entertainment group and WPP’s JWT.  Beverly also served as the VP of Product Development during the start of phase of BlackVoices, now a part of the Huffington Post.

Ms. Jackson clearly struck a chord with the AZIMA members, who raved online about her presentation, and discussed on Twitter how to translate her massive event expertise in social media to individual campaigns in the AZ and SW US region.

Guest Post By: Dave Murrow is a Valley-based digital pro working in SEO, PR/Content and Digital Marketing. Read his blog posts atDaveMurrow.com and at Mint Social.

Wrap-up of Jon Wolske of Zappos Insights Event

Guest Post By: Shauna Stacy

This month’s presentation focused on the relationship between marketing and culture and was led by Jon Wolske of Zappos Insights. Zappos Insights, an arm of Zappos, is dedicated to educating other businesses about the importance and impact of company culture.

The presentation included an overview of Zappos’ impressive growth and company values. Early in the presentation, Jon asked a critical question: “Do you have culture at your workplace?” Some, but not all, hands raised in the crowd. “The answer is yes,” he continued, asserting that culture is present in every organization, whether it is formalized or not.

Zappos culture guide Jon Wolske and fellow Zappos employees welcome a tour group with a choreographed weight-lifting routine featured on LasVegasSun.com

Zappos believes a company-wide focus on delivering great service is critical to its own success and that this focus relies on a strong, positive company culture. The result of this focus is evidenced in customer stories, employee advocates, and positive press.

Jon reviewed Zappos’10 core values. Customer experience is a key part of the Zappos marketing strategy, and they believe it starts at the website where their phone number prominently displayed. This leads back to value number 1, “Deliver WOW service,” and hinges on developing a “PEC” or a “Personal Emotional Connection.”

PEC-building also includes, but is not limited to, delivering bouquets of flowers and handwritten notes to customers. For Leap Year, it meant giving all customers who made purchases on Leap Year Day a four-year refund policy, instead of the usual duration. It also means going to the competitor on the customer’s behalf when Zappos can’t deliver, which can lead to powerful word-of-mouth marketing.

Culture is most evident in the Zappos’ call center. Unlike most modern call centers, front lines call takers have no script and no requirement to sell. The call center is not considered a cost center. Because of a shared sense of ownership and pride among employees, “there is no need to micromanage.” Employees are their strongest advocates and if you asked an employee what the company values are, he or she would not need to check the employee manual. “We just know what they are,” Jon said.

Their emphasis on culture has spurred more than just positive press and catchy theme songs and viral videos but ongoing success and growth. Zappos’ revenue reflects steady growth and, according to their reports, 75{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} of the average daily shoppers are returning customers and 45{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} were told about Zappos by friend.

Engaging online content, as well as interaction on social media sites and all other business operations, is designed to tie back to their commitment to the Four Cs: Culture, Customer Service, Clothing and Community. Zappos wants to be known for community. This includes their online community at zapposinsights.com. They are in the process of building a new home office in downtown Las Vegas to become a true part of their community. They are also working to grow education in Nevada, which is currently ranked worst in the country for education.

The presentation was followed with a Q&A session. Highlights are below:

What other social media sites does Zappos used, besides the big sites (Facebook, Twitter, et al)?

Zappos has “product managers” who are front lines to test out interaction on different social media sites. This includes the newest social media darling, Pinterest. There is also an application dev team which has previously launched their Couture Catalogue and Mappos, a visual map of what people are buying at any given moment.

Have you gotten feedback from the companies who tour the Zappos offices with the intent to change their own company culture?

Jon shared a story of one businessperson who had a one-hour tour which resulted in dramatic changes at his own company. “We’re not trying to get people to do what we do,” Jon explained. “A lot of it has to do with relaxing things a bit. We aren’t marketing Insights but we will be looking through our histories at some point soon.”

At a certain point during initial, required call center training, trainees are offered $3,000 to quit. What happens if someone gets through the $3,000 offer and is still not a good fit?

“Just like a performance issue, we coach,” said Jon. “If we can’t coach up, we coach out.”

What does Zappos use to monitor brand mentions on social sites?

“We run lean.” The team relies heavily on Google news and the Twitter conversation page. They monitor on a big picture scale.

Your value is “Do more with less,” and you say that you “run lean,” but great ideas cost money. How do you find balance?

If it’s free, they try it. If it costs money, employees are required to do a standard proposal process. “They’ve been good at taking risk and letting ideas fail.”

What provides a higher margin, the culture book or shoes?

“Well, the culture book is free, so the shoes.”

What is your philosophy on legal concerns?

The Zappos lawyers are also hired as a culture fit. Employees are expected to rely on common sense when making decisions; the onus is on the employee. “When you trust people to be adults, they will be. It works for us.”

He then added, “You can’t do the tour on roller blades, though.”

Many thanks to Jon for an excellent presentation! Be sure to check out the next AZIMA event “The Interactive Future of Hospitality & Tourism” on April 19th at 6:00 PM at the Scottsdale Hilton.

Joel Book Peels Pack the Pages of Effective Cross-Channel CRM at AZIMA Event

Guest Post by: Liam O’Mahoney

With all of the mobile, social and email activities consuming the marketing efforts of organizations in the B2B and B2C spaces, Joel Book of ExactTarget brought all of the planning, executing and evaluating together in weaving a concise web of how to manage cross-channel marketing and cultivate a more fulfilling customer life cycle of engagement.

Before a turnout of 100 attendees at the Feb, 16 AZIMA event, Book dove into research, reflections and the results of two case studies to portray how a proper CRM methodology should work. Essentially, given the “33 Flavors” of available channels (remember that Springsteen song “57 Channels and There’s Nothin’ On?), the key to attracting, engaging and serving customers is constantly delivering personal, relevant and timelyinformation while also respecting their boundaries. He cited the campaigns of Pei Wei and Volvo Construction Equipment for their successful database development, targeted customer engagement and very high redemption percentages.

For you academics out there, the thematic six-step disciplinary progression chart for a robust Cross-Channel CRM campaign consists of the following:

Acquire -> Engage -> Convert -> Serve -> Grow -> Retain (Brand Ambassador status!)

Book pointed to a major disconnect that often exists between the web content management department and the business development / customer engagement teams. Lead generation suffers dramatically when the call to action isn’t immediately visible or definable on the home page for the sake of being aligned with the needed data to initiate the customer relationship and nurture the engagement life cycle. The “Lead Management Workflow” relies on two factors – the speed of the response to an initial customer request (should arrive within 24 hours of receiving contact information) and delivering quality and qualified information into the hands of local dealers, agents or representatives.

He emphasized the importance of organizations having the courage to experiment with their data, the digital media tools and their methods of acquisition and measurement to develop the right formula that will work for their particular customer service objectives. He closed with the thought that social media is not the End Game, but is rather a step in the Cross-Channel CRM cycle of capturing emails and consistently following through on personalizing customer needs and interests. He summed up his presentation with the mantra that “Serving is the New Selling” on the quest to nurture a successful customer life cycle with data integration and marketing automation.

Joel Book’s Overarching Principles for Effective CCM & CRM

  1. Develop a customer engagement strategy – have a campaign management process.
  2. Maintain customer data integration and centralization –  ensure engagement at every stage of the life cycle.
  3. Marketing automation – have web and sales/service teams aligned to sustain the life cycle.

Key Takeaway Notes:

  1. In 1990, one television spot on the three major networks could disseminate its message to reach 80 percent of households across the United States. Today, it would take 20 messaging channels to attain that same figure. (Read: massive media fragmentation!)
  2. The ROI ratio of cross-channel marketing is $41 of revenue for every $1 invested.
  3. Organizations should regularly harvest referrals, opinions, evaluations, word of mouth (earned social media) to augment the lead management workflow and assist product distributors and sales representatives in the field.
  4. It is essential to have comprehensive CRM software for data cleansing and lead scoring to support the lead management workflow.
  5. According to a Forrester study, 30 percent of customers will start their purchase decision-making at an organization’s home page and 27 percent at a brand page.
  6. 58 percent of customers begin purchase process with search and 46 percent combine social media and search.
  7. The most effective CRM software should analyze customer activity points and frequency to calculate a rank profile and likelihood to buy.
  8. By 2015, 71 percent of sales leads are expected to originate through a corporate website.
  9. There is no such thing as a singe-channel consumer!
  10. CRM programs should embrace the Zappos model that service is the anchor of selling.

This post is a reprint of an original post shared by AZIMA member Liam O’Mahoney. Read the original post on Customer Relationship Management on Liam’s blog.

Newspapers Vs. Mobile Media

Back in the early 90’s newspapers dominated the coveted field of advertising,displaying visual print ads at a fraction of the cost of television.

In the two decades that have followed many major cities have seen the demise of the dailies replaced by interactive social media and the rise of  mobile apps for Smartphones.

According to Emarketer’s, Noah Elkin ,mobile advertising is on track  to lead the once crowded field of traditional media radio, TV, newspapers, magazines.

“Total mobile advertising spending (which includes ads on cellphones, smart phones like the BlackBerry and tablet devices like the iPad) in 2010, according to projections from eMarketer, will reach $743 million, a 79{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} increase over 2009.”. “Mobile Advertising and Marketing: Past the Tipping Point.”

Will newspaper ads go into the media vault of yesteryear(think BetaMax tapes, VHS,tapes in general)?

Not at the moment as products and services will continue to appear in Sunday newspapers and  supplements, however as the Nielsen Company observes

“ Nearly all adults in the U.S. now have cellphones, with one in four having smartphones, pocket-sized

devices more powerful than the computers initially used to send men to the moon.”

“The State of Mobile Apps.”

But just as the past is a memory, the future of social and mobile media is now and surviving newspapers must make the switch to digital or face being placed on the endangered species list.

Guest Post By: Joanne Levin a marketing pro in targeted strategy,research and website content. Effective and essential marketing is her focus.

AZIMA October: Massive growth in mobile device usage and advertising

Mobile usage is already far ahead of comparative desktop growth a decade ago. That’s one of the insights gleaned from this week’s AZIMA monthly event featuring guest speaker Devin Anderson, Google Mobile Account Executive.

Nearly 100 members of the Arizona Interactive Marketing Association gathered to hear Anderson disperse such tasty nuggets of tech-geek goodness like:

  • About 925,000 mobile devices are activated every day
  • Mobile-specific adwords campaigns have seen click-through rate increases up to 11.5{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903}
  • Retailers with optimized mobile sites are increasing customer engagement by 85{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903}
  • 61{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} of users will not return to your site if it is not mobile enabled

Clearly, the theme running through the 45 minute presentation was to mobilize your web site, if you haven’t already. Anderson provided several tips to AZIMA members to do just that, including keeping the layout simple; design for thumbs, not mouse clicks; prioritize your content; use uniquely mobile features, and make it easy to convert.

Among the AZIMA members attending included interactive marketers from Vertical Measures, Mint Social, Empire Cat, Gannett Local and other Valley marketing companies. Anderson’s talk is just one of the benefits to members and guests that AZIMA brings to the Valley’s Interactive marketing world every month.

Every month, AZIMA brings a guest speaker to offer new insights and challenges to some of the best interactive marketers. To find out more about becoming a member or reaching this targeted tech-driven audience, contact our board members to learn about exciting opportunities for 2012.

“How to Reach the Hispanic Market Online” – A Presentation by Kelly McDonald

Kelly McDonald, author of award-winning, best-seller, How to Market to People Not Like You: “Know It or Blow It” Rules for Reaching Diverse Customers and president of McDonald Marketing, presented at the September Arizona Interactive Marketing Association (AZIMA) social event this week.  As a specialist in multi-cultural and diversity marketing, her presentation, “Relating, not Translating: How to Reach the Hispanic Market Online, Today and Tomorrow” was data-driven, witty, and incredibly impactful.  Kelly spoke to the “size of the prize” of the Hispanic market, presented a model for understanding the different mindsets of the Latino population (or any immigrant population), and highlighted the importance of connecting to your target market in ways that matter to them.

Why is the Hispanic Market important?

Latinos are the fastest growing minority group in the United States. 1 in 4 children are Latino, 1 in 6 U.S. residents are Latino, and by 2020 that statistic is expected to be 1 in 5.  There are over 50.5 million Latinos in the U.S. – that’s more Canadians than there are in Canada – and that makes the U.S. the second largest Hispanic country in the world (Mexico is #1).

Latinos are early adopters of technology, highly engaged online, and active mobile users – according to Kelly, 25{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} of 1st generation iPhone purchases were made by Latinos, and Hispanics make up the largest percentage of users of MySpace and Facebook.  However, Hispanic social media usage is different from non-Hispanic usage in that they are more likely to:

  • Engage in social media for personal use rather than business
  • Use social media to reach out to extended family or communicate with friends they know, rather than building networks of new people
  • Need an effective and affordable way to communicate with family in different countries

So how do you get started?

Understanding Acculturation vs. Assimilation

According to Kelly, one of the biggest mistakes companies make when marketing to Hispanics is to assume that they’re all just one big group of Spanish-speaking people.  There are Hispanic people from many different countries, with their own customs and traditions, but there’s more to it than that.  Successful living in a foreign culture is often more about acculturation (acquiring a 2nd culture) than assimilation (forfeiting one’s culture and taking on another).

In her presentation, Kelly went over her trademarked “Latino Acculturation Stratification” model, which breaks out Latino U.S. residents into four groups based upon how long they and their family have been in the U.S., their language abilities, and other factors related to their history, their preferences, and how they identify themselves.  Each of these groups hold different values, and you should consider how they would prefer you to engage with them (like you would with any market or demographic).  Don’t just consider the demographics though, think about the psychographics – what are they interested in and what matters to them?

How do you connect with Hispanics?

  • First of all – try doing it in their language.  Many Hispanics don’t speak English at all, but even those that do often prefer to speak Spanish.  This is especially critical for the more complex offerings, like financial, real estate, and insurance transactions, which include contracts, legal obligations and other fine details which may get lost in translation.
  • Consider including additional content for your Hispanic market.  But translating is not enough.  Kelly discussed the importance of building different content (including images, copy, color, etc.) and sending messages that are relevant to your audience and what’s important to them – their values.  In her book, she goes into the difference between translation and transcreation.  Basically, make sure you’re not just translating your English copy word-for-word.  Ideally, work with a marketing agency that understands Hispanic marketing to create culturally-relevant messages in Spanish. However, if you don’t have the budget to hire an agency to create new content, at least simplify your copy before translation – remove idioms or turns-of-phrase and use language that leaves no room for interpretation.
  • Next, make sure your company is prepared to do business in Spanish.  Have at least one employee who can provide friendly and helpful customer service in Spanish.  Post signage in Spanish.  Record a voicemail in Spanish, or offer a separate number for Hispanic customers.  Prepare your office or store to accommodate your customers and their family – Hispanic families often make decisions together and run errands as a family – offer treats or toys for children, or even just extra seating.

In case it wasn’t plainly evident, Kelly McDonald is a wealth of information and insight when it comes to multi-cultural marketing, and her presentation at the September AZIMA social event was an eye-opener. Read her book – you’ll learn about more than just demographics and cultural differences; you’ll learn how to pay attention, listen to your consumers’ needs, and make better connections with everyone around you.

Guest Post By:

Jen Cykman is a Web Analyst at Cardinal Path, a premier Digital Intelligence and Optimization firm, with offices throughout North America. It has received two WAA Achievement nominations, and features some of the top minds in the Digital Intelligence community. Jen specializes in SEO and web analytics, with a passion for content and user experience.  Find her on LinkedIn.