Web
New Facebook Profile App – Hurry, it’s Launching!
Posted by Deborah Pauley in Advertising, Marketing, New Media, Social media, Social Networking, Technology, Uncategorized, Web on October 3rd, 2011
Back in September during the Facebook F8 Developers Conference, Facebook announced their most significant changes to the Facebook Platform since its launch in 2007. Once of the most talked about is the ‘re-invention’ of the Facebook Profile through the use of TIMELINE.
Broken down, Facebook Timeline will essentially tell the story of you (yes, you ala your Profile) in roughly three parts – Stories, Apps and an inventive way to allow you to express who you are. The layout will have stories appearing at the bottom of the page. In the middle, there will be tiles to display all of the Apps and the things you have done with them. The neatest thing is the ‘Timeline’; displaying years so you can literally go back in time.
Although currently available in beta stage, developers (apps developers) can try it out! Not a developer? Become one – it’s quite simple. Below are some guidelines to get started:
1. Visit FACEBOOK to start the developer access process.
2. Click ‘Create a New App’ and name it whatever you want. Of course, you’ll have to agree to the Platform Privacy Policy. Then click on ‘continue’ – you will then have to submit a CAPTCHA.
3. Go to your app’s main settings screen and find ‘Open Graph’ on the left hand side. Once there, you’ll be directed to ‘Getting Started Using Open Graph.’
4. Test It Out! Follow along the test route and type in any VERB in the first box and then any NOUN in the second; then click ‘Get Started.’
5. You’ll almost there! You’ll be taken to a new page where you should change your default settings. Of course, there will be a few pages of settings to swim through.
6. Visit the Facebook Home Page; and there should appear an option to tryout the new Timeline on your home page.
Just a note that until this is live (rumors have it that October 9th will be the day); only other developers will be able to see your new timeline.
Here are my ‘Before’ and ‘After’ photos so you can see the difference!
BEFORE – OLD PLATFORM
AFTER – NEW PLATFORM
WOW! Huge difference, don’t you agree! Needless to say, now is the time to play with it before your profile changes on you overnight without knowing it. Heaven knows we’ve seen quite a few changes lately from Facebook; so at least you know have a heads up on this one!
Be sure and share your new profile photos when you’re finished! Would love to see how it turns out!
Hiring a Web Developer Versus a Web Company
Posted by Jennifer Maxfield in Design, Marketing, Web on November 3rd, 2009
Hiring a Web Developer Versus a Web Company
When you are looking to design or redesign a web site, it’s a good idea to get multiple quotes. Often times, the pricing will vary from company to company. Some times, we as an agency quote against a single individual, often a developer who knows how to program web sites. Although, this may be a great option, as it is often less expensive to use a developer instead of hire a web company, there are some things you should consider before committing.
1. Redoing the web site is usually more expensive than doing it right the first time. A web site is not only a monetary investment but a huge time investment, and usually, you get what you pay for. All developers / web companies are not created equal, so make sure when you are comparing quotes that you realize the difference between a developer and a web company.
2. Web developers will often expect you, the client, to drive the strategy of the web site. There is a lot involved in how a web site is put together; what should go on what page; how the site should be organized; what the functionality on each page should be etc. If you are comfortable providing that type of direction, a web programmer is probably a good option for you.
3. Web developers usually don’t come up with your key word strategy or your copy. The client in this scenario often has to provide the copy to the developer and then the developer will drop that copy in to the design. There is often times not a back and forth, consulting, copy-writing role when working with a solitary developer.
4. Developers have a very distinct way of designing. Usually, there is a web designer and then there is a back-end developer, at least two people working on one project. When working with an individual developer, if you are going for a certain type of look, or a certain level of sophistication with your site, I suggest asking for design examples, and make sure they were the one’s that actually designed the site, not just programmed it.
5. Developers are more accustomed to working on one project per day. Multi-tasking, meeting with the client, organizing feedback, providing updates, taking notes on revisions, translating direction and proofing are all examples of tasks that a lot of developers are not extremely comfortable with. This role is typically filled by a project manager or account executive when working with a web company. This individual would manage the job, serving as the liaison between client and artist. This individual is specifically trained to work with the client and make sure the vision and direction of the client is noted and realized.
6. Developers often times do not provide very in-depth proposals. This means, that you don’t have a very clear picture of what is included, which can be problematic. It’s often good practice to have a very detailed and accurate outline of what the web site scope of work is so you know for sure that what you want is indeed understood, and more importantly, that the final product meets your expectations and objectives.
7. Because search engine optimization starts with a SEO-friendly design and programming, make sure that your web developer or web company understands how to design for search engines. Good on-site SEO is very important when investing in a web site, as you want to position your site to grow in search engine ranking over time. Also, you may want to find a web company that can also implement an off-site SEO campaign, like link-building for example. (It may also be helpful to work with a social media web company, so you can integrate all of your online efforts with your web site design.)
Web developers are a really great option for clients that are technically-savvy and confident in their writing skills. It’s also a good option for people that can package and deliver exactly what they are looking for and don’t need the consulting or strategic management indicative of an experienced web company. Also note the additional time commitment on the “client” side as you will be the primary driver for the project. In my experience, if you want a 20 page web site complete in 2 months, estimate out on average 2 hours a day at least if you have to create the strategy and web flow chart, work personally with the developer and write and edit copy.
My final word of advice would be to ask for references, for a developer or a web company, and then actually call the references!
Good luck on your web ventures!
Top 10 tips for choosing the right web company
Posted by Jennifer Maxfield in Web on September 9th, 2009
Top 10 tips for choosing the right web company:
You know you want to redesign your Web site; better yet, you think you may want to redesign your Web site. You’re not sure how much it would cost. You also don’t really consider yourself a “techy-type” person. So, how do you get started, and how do you choose the right company!?!
1. Ask yourself, why do I want to redesign my Web site?
This is a very important question. I usually start out a meeting asking “Why” first. The most common answer, “It looks old and isn’t a good representation of my company.” That’s a good reason to redesign! My one caveat would be though, it’s only a good reason if updating the look will help you sell more. See my opinions on when it’s the “right” decision to redesign. In short, make sure your Web site goals are on point and clear before investing your time and money.
2. Scope out the competition.
Start looking at other Web sites within your industry, companies you may be competing with and companies you feel are doing it right! Put a list together of things you like and don’t like.
3. Research web companies.
A great way to get a feel for the sophistication of a web company is to go to their Web site and snoop around. Most marketing and web companies view their Web site as a critical tool or portfolio piece, so it’s usually a good representation of the business and their capabilities. From your research, put together a list of top web companies you want to reach out to.
4. Create an RFP!
An outline of objectives or an RFP in my opinion is a critical step. And, you don’t have to be a web expert to put one together. It’s really just an organized document explaining what you want to do. The RFP would be used to guide the proposal for all of your prospective web companies so you can more easily compare apples to apples, AND ensure that what you want to accomplish is being conveyed in writing. The onus would then be placed on the web company to come back and ask good questions to help clarify a scope of work. This would also be their opportunity to make additional suggestions and to come up with creative ideas of accomplishing your goals. I will be writing another blog about how to construct a good RFP coming soon!
5. Have a budget in mind.
The concern that “I don’t know how much a web redesign costs” is a legitimate obstacle when faced with setting a budget. However, knowing how much you really have to spend on the project is different. You may have $10,000 for a site redesign, but what you want to accomplish is in the $60,000 range. If you decide to not disclose your budget, give the web company the opportunity to prioritize for you after all the money cards are laid out. Also, understand that the first proposal may have anything and everything you ever wanted included, but that based on your budget, you may not be able to afford the most glorious Web site in the universe at first. Plan on setting a follow-up meeting with the web company to review the proposal and costs. A lot of web companies can work within any budget, even around the $2,000 range these days, but you have to be prepared to prioritize and work in phases based on what you can afford.
6. Have a time line in mind.
Time line is sort of a parallel to budget; you might not know how long things take, but you know when you want to have it done. Make sure you have a general idea of when you would need the project completed by and put that in your RFP. Then, make sure you give the web company the opportunity to explain why certain objectives may take longer to accomplish and so forth. Turnaround is definitely something that should be more thoroughly discussed and outlined later on, but it gives the web company a better idea of expectations.
7. Plan on meeting face to face!
You may just call your top web companies, or you may opt to send out an open RFP requesting bids. Once you’ve narrowed down your top choices, set an appointment at their offices. I’m not saying that just because a company has a swanky office means they’re the best company for the job, but it’s not a bad idea to meet on their turf, so you can get a good insiders feel for who you will be doing business with. Or, if that is not possible, the meeting part is what’s really important. And, in my opinion, it’s really a 2 meeting process: the first to review the initial proposal more thoroughly and the 2nd to firm up the scope of work and budget.
8. Gauge follow-up.
I recommend calling to set an appointment, but you can also fill out the company’s contact us form on their Web site. The contact us test and the phone call are both good ways of gauging the responsive of your future web company. There’s nothing more frustrating than constant voice mail and no call back. Or, if you fill out a contact form and they don’t get back to you within 48 hours, that’s probably not a great sign either. If you go the contact us form route, make sure to explain what you’re looking for if an open field is available; it may help get you in touch with the right person. The reason gauging follow-up is so critical? Web sites are typically longer projects that should include a lot of talking and communication. My opinion? Find a web company that understands the importance of being available and responsive. You don’t want to pull your hair out not knowing what’s going on and not feeling like your project is important. Make sure communication is a priority.
9. Industry-specific work.
When you meet with a prospective web company, do ask what industries they have created Web sites for. Ninety percent of web companies, with some direction, can design and launch a successful Web site regardless of their past project work. However, there is a learning curve involved when implementing a Web site in an industry they may never have design for. So, experience in your specific industry shouldn’t be the end all be all, but it is an important factor to consider, especially when working on short turnaround times.
10. What’s included?
My final recommendation is to ask a lot of questions about what is included in the price. Web sites in general are actually very difficult to estimate out. The project manager you are working with has to make sure the job stays within the scope that was approved. It’s easy to get frustrated if both parties do not agree on what is included in the approved quotation. And, it’s not a bad idea to make sure that the scope is outlined in writing with the quote for both parties to reference. When client and web company are on the same page, it can be smooth sailing!
Invest in Websites for Sales not Glory
Posted by Jennifer Maxfield in Advertising, Business, Design, Web on June 16th, 2009
So, even in a down market, I’ve been getting a lot of bites on websites.
“I need my website updated; I need a new website created.”
It’s been very exciting!!!! Plus, then you add social media in to the mix, and there is a flurry of other opportunities. I completely agree, that a good website is extremely important to have these days. A bad website can do a lot of damage; it definitely needs to be professional, and it needs to be a decent representation of your business. And, we all know people are tied to the web – Duhh. But, before you spend thousands or even hundreds of dollars on a redesign, or a spankin’ new site, make sure that it is critical to your sales process or your company’s growth. Does your website really play an integral part in landing new business or some other vital function to keep your business moving forward? Is there a huge missed opportunity because you don’t have a good website? Does your current website hurt you – turn business away? Does your site capture valuable leads that sales staff can work?
There are a ton of ways a website can be a big benefit, helping to bring in additional dollars, but if all it is is a glorified brochure, than you probably don’t need to be investing in a web revamp right now! If you have a basic site that does what it needs to do, even if looks a little 90′s or even 80′s, just make sure it’s worth the investment – not just a cosmetic make-over but an upgrade with substance. Also, if you don’t have enough bucks to extend beyond the redesign into marketing, you may want to rethink your decision to beef up or build the site. You can have the most gorgeous, interactive, engaging website in the world, but if you don’t drive anyone to it, or if it’s not built to good search engine standards, than fooey. What’s the point? IT’S NOT, IF WE BUILD IT, PEOPLE WILL COME process; you must show people the way.
Because a website can be a big undertaking, all I am saying is make sure it’s worthwhile – how do you know if it’s worthwhile – ask yourself, will it make you money? And that doesn’t mean just e-commerce. That can mean, with CEA for example, does this site accurately convey our capability as an agnecy, does it showcase our fine work, does it show our personality, expertise and company culture well enough that someone would e-mail us or call us? For an agency, these things are extremely important. Our website is a porfolio piece, and if our site wasn’t up to par, it could seriously injure us by giving the wrong impression. So the legitamacy thing, the need to impress thing, the collecting contact info thing – all vital to our business. We also market it online and in traditional advertising as well. Our website’s analytics system helps us better understand if our ads our working. That’s why we invest in our website; because it’s vital to our way of life. But to just have a beautiful trophy in the closet where no one ever sees it, well, than it becomes just another piece of not-so-important junk.
It’s Time to Personalize Your Marketing Efforts
Posted by Kelly Bosetti in Advertising, Business, Current Events, Marketing, Web on June 9th, 2009
Getting personal with your marketing used to mean just getting through the door. But like CDs and sushi bars, this fad has moved into a traditional mode and is now what some like to call “the norm.” In today’s advertising world, “the norm” isn’t good enough, strong enough, or different enough to get noticed. Homebuilders have to be willing to go the extra mile and get plugged into new marketing strategies to get the results they want.We all know that the housing market has changed significantly over the past year. We also know that traditional marketing is no longer working. So it’s time to get creative and get down and personal with your marketing. How do you do that? With personalization marketing campaigns that grab your attention. You might’ve seen it; you might’ve heard of it. Now it’s time to introduce you to what makes it work.
There is a psychological factor that comes into play when using personalization in marketing. People want to feel special, unique and understood. Marketing that plays on those emotions makes your company more favorable in buyers’ eyes. Personalization marketing campaigns allow you to tailor your message to each individual, pressing their hot buttons and piquing their curiosity. The buyers feel like you are really getting personal with them and know what they want, which reinforces their bond with your company.
While the product has many names, the best way to define Variable Data Printing (VDP) is personalized printing. It’s a form of digital printing that allows you to get personal with direct mail by playing on the needs and desires of each consumer, and communicates one-on-one with them.
VDP permits text and graphics to be changed from one printed piece to the next, without stopping or slowing down the printing process. People like to see their name. It grabs their attention leading to an increased response of 10-15 percent on direct mail campaigns.
Your mailer is designed with a basic layout displaying your marketing message. Each piece is then printed with a different person’s name and graphic that will appeal to the individual. For example, the mailer might say something like “Jill, join us for our model grand opening at ABC Community.” The piece might have the same layout as the others, but a few of the graphics are tailored to appeal to Jill’s interests that have been determined through a targeted list and database. It might have a photo of a specific model home that she would be interested in and lifestyle graphics that play on her emotions as a female.
Now you know about personalization and variable data printing, but how do you use these tools to enhance your marketing campaign? With a new four- letter word- PURL. A PURL is a Persistent Uniform Resource Locator, more commonly referred to as a URL or web address. Its function is to point the consumer to a customized landing page instead of directly to a company website. Consumers receive this personalized URL mainly by email or direct mail.
How many times have you gone to a general website and weren’t able to find what you were looking for? A PURL will help eliminate frustration and wasted time by leading consumers to the information they want to see, when they want to see it. What better way to get them plugged in than delivering it to their door! Studies have shown that over 80 percent of potential homebuyers start their search online, and nearly 33 percent of direct mail recipients prefer to respond online. Offering personalized web addresses provides them with the option to do both.
Here’s how it works. Jack receives a VDP mailer that invites him to type in his Personalized URL for more information (i.e. jack.hammer.abcbuilder.com). After typing in the PURL, he ends up at a landing page built specifically to match the direct mail piece that was personalized for him. Jack will then confirm his contact information and answer a few survey questions about what he’s interested in and boom… the next page that pops up has exactly what he was looking for; a specific community with a floor plan and amenities in his price range. Jack is also able to register for additional offers and promotional items as well. It’s faster, it’s easier and, most importantly, it saves Jack’s activity for additional
follow-up.
The hardest part of spending marketing dollars is actually seeing your return on investment (ROI). Studies have shown that there’s $122 ROI per $1 spent on marketing with PURL campaigns, indicating that they work. And the best part is they produce almost immediate results by tracking exactly who visits the web destination and what they’ve clicked on. This real-time data is used to send you comprehensive reports with campaign response rates, visitor patterns and detailed lead information allowing you to follow-up with sales leads as they come in. With traditional ways of marketing, it is difficult to track these results.
Times have changed and marketers need to know immediately what’s working and what’s not. They can’t wait months to find out. After all, there are such things as minute rice and instant pudding, why not instant leads?
It’s time to get real. People don’t communicate like they used to, and our marketing has to cater to that. Companies should not only be looking for new ways to get in the door of their consumer, but ways to interact with them. Everyone is looking to increase response rates, so why not put your money where your mouth is? Stand out from your competitors, be unique, and get personal!
Advertising: Keeping the Storm at Bay
Posted by Kelly Bosetti in Advertising, Business, Marketing, New Media, Public Relations, Social media, Web on April 21st, 2009
The biggest mistake most companies make during a financial storm is freezing all marketing dollars instead of finding a way to dance in the rain. In a recent survey conducted by the Association of National Advertisers (ANA), 77 percent of marketers say they plan on reducing their advertising budgets. These budget cuts usually include every niche of marketing except web-based.
Is this the best strategy to weather through the storm? The simple answer is no. In the current economic environment building name recognition and brand loyalty is crucial to empowering consumers to buy. Maybe its time to do some flood control with our marketing efforts by investing in a multi-channel advertising approach as opposed to fishing for the cheapest bait and hoping to get some bites.
A multi-channel advertising approach is the best strategy to reach consumers. It’s important to spend money on traditional advertising like billboards, radio, television and print to drive consumers to a web site. Once a company has saturated themselves in the market than social media is a viable option to continue promoting the business and attracting new business. Social media takes time to build relationships encouraging people to check out the company’s new Facebook, blog and Twitter accounts. The Internet has made unbelievable amounts of information accessible, but it also has contributed to the information overload consumers complain about, so it’s important to provide relevant information.
Now is the time to put a strategic advertising campaign in place. With so many businesses cutting their advertising budgets, think about the market share available. Also several media outlets are running specials or have discounted rates. Consumers are eager to hang up their rain coats and begin spending during sunnier days. Already, they have begun paying closer attention to their mailboxes and inboxes looking and researching for the best deals. A successful marketing campaign does not mean you have to purchase the Rolls Royce limited edition. Smart companies are advertising with al carte options that appeal to their mission.
So before allowing the rising water to swallow up advertising dollars, think about investing in a marketing plan that will have financial survivors shopping again.
SOCIAL MEDIA: THE NEW WAY TO WIN FRIENDS AND INFLUENCE PEOPLE
Posted by Kelly Bosetti in Business, Social media, Social Networking, Web on March 24th, 2009
Q: Our marketing budget has been scaled back significantly and I’d really like to keep our company’s name out there. I keep hearing about social marketing, but I don’t really know much about it. How do I get started?
A: Let’s face it, we’ve all run from traditional media. We’ve watched the real estate sections in our local papers shrink down to next to nothing. Our budgets have been butchered and our hands have been tied. Yet we are still expected to sell homes. That’s our job.
So how do we do it with such limited resources?
Today, we’re hearing more and more about social media, the next ‘big thing’ in brand marketing. It seems you can’t read a magazine or watch the news without hearing something about Facebook, Twitter, Linkedin or blogs. Some sales and marketing professionals pass this off as yet another trend or fad that’ll be replaced by something else in the near future… maybe even as early as next week.
People said the same thing about the Internet 15 years ago.
Most people in the homebuilding industry tend to want to shy away from social marketing because it’s a tough thing to wrap their heads around. And that’s easy to understand because the very essence of social media flies in the face of conventional sales and marketing techniques. What successful social marketers need not only to understand but also to embrace is that today’s consumer is all about relevance—they’re looking to hear from people who understand what they are interested in, what they’re concerned about, what their aspirations are or what they love.
Translation: In the world of social media, sales pitches, price points, etc., are going to make you look bad.
Getting Started
There are a few things to keep in mind once you have made the decision to enter the world of social media:
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- Take your time—take your time to a) get used to the way things work and b) watch what others (i.e., your competitors) are doing. This will help you become more comfortable.
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- Keep it up—once you have made the commitment and started building your social media strategy, you have to keep it up. The more active you are, the more relevant you become.
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- Change your outlook—many marketers both In and outside the building industry are afraid of sites with user-generated content because they could become subject of very open and honest criticism. Challenge yourself to tackle such challenges very publicly as an open demonstration of your dedication to customer service—those who follow you online will take note of your responsiveness.
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- Use your imagination—go to sites like Facebook and Youtube to see what other builders have done. Don’t be afraid to borrow a concept and make it your own.
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- Keep it simple—whatever you say or do, make it easy to understand. Twitter limits ‘tweets’ to 146 characters for example. Consumers who participate in online communities are quick to filter out irrelevant messages.
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- Define yourself—Think about the best sales person you’ve ever met, or develop a set of qualities your ideal salesperson would have, and build your social presence on that premise. In many respects your website is your online face of your brand. Your social media persona becomes your online brand voice.
Best Uses of Social Community Sites
In traditional media such as print, television, radio, outdoor, each medium is best suited to a particular purpose, and the creative designed to support each one is different. The same applies to social media. Some sites, such as Facebook, Linkedin and Twitter, are best used for developing a mass of followers and friends. Sites like Flickr and Youtube are better suited to generating a viral buzz. Here are some examples of how you can use some of the more popular sites to keep your name out there and gain fans.
Youtube
With millions of clips uploaded and viewed daily, how many of us have not gone to youtube.com to watch a funny clip or a music video? Now how does a homebuilder with no budget fit in that corner of cyberspace? Here’s a very simple example: One sales person we met went out and bought a $300 digital video camera. After a potential buyer leaves his community, he goes back to the model they were most interested in. He tours the home while giving a running narrative. He goes back to his office, uploads the video to Youtube, and sends the client a link in an email saying, “Hey there, it was great meeting you today. I’m sure you saw several homes in several communities today, so I wanted to send you a link to a video clip I shot of the Blakesmore model we toured…” By doing that, the sales person a) followed up, b) reminded the customer that he paid attention to what he liked, c) clearly stood out from the other communities they may have toured that day.
Do you have TV commercials? Post them. Do you have a closed-loop video playing in your showroom or model center? Post it. Have video footage of someone in your company conducting a home buying seminar? Post it all. Just make sure it’s not too long (5-7 minutes max) and make sure the quality is relatively good. You’d be surprised what people find interesting.
Twitter
As mentioned earlier, Twitter is best used to direct people to other sources for information. To become a most effective “tweeter”, you need to follow a lot of people, and you need to get people to follow you. Once you’ve created your account name (make it easy to identify—like ABCHomesDallas), search for people in your market territory—start with Realtors, or local news reporters for example—and start following them. Try to build up a network of at least 100 people that you follow in your first week. Then start getting people to follow you by ‘tweeting’ regularly with information such as links to:
• Blogs about the homebuilding industry you find interesting
• Online articles about home buying trends that consumers might find useful
• Your youtube clips
• Your facebook page
Remember, each tweet is limited to 146 characters, so try to include just a quick introduction such as “Here’s a great article about new home sales” and then paste the link. To keep the length of your links down, copy the original link and go to www.tinyurl.com and paste it in its converter. It will create a brand new URL that is significantly shorter. The more frequently you post and the more relevant the information you post, the more people will actually start following you, and that’s when you know you’re doing it right.
Facebook
The Mothership of all social media sites, Facebook has skyrocketed in both members and in cash value. Originally created as a Myspace for 20-somethings, Facebook has evolved into a sprawling online entity where friends can reconnect and keep in touch, and where brands can connect and talk to people who love them. In the consumer-to-consumer world, Facebook creates a forum in which people become friends with one another. In the business-to-consumer arena, brands give consumers the opportunity to become fans. To get started, search the site for current and/or recent home buyers and ask them to become fans. Next, turn to your prospects and Realtors. As you continue to grow your fan base, continue to give people a reason to check in with you—promote a webinar, post a why-buy-new video, field a survey, link to your blog. Just keep active and stay relevant. For instance, Jim Dietch of Tampa Bay’s Southern Crafted Homes has a fan base of just over 300 Facebook members, and has already attributed sales to his social media activity.
If all of this seems overwhelming and complicated, don’t worry. You’re certainly not alone. There are some fantastic resources online that can help give you more and more insight into the best practices of social marketing, and more and more books are being published every month. Countless companies conduct webinars—often free of charge—every week. So dig in, get connected and make friends and earn fans. You may be surprised to see just how many people really like you.