Brand Identity Meets Today’s Social World

Brand identity. An age-old concept that asks the questions ‘Who are you?’ and ‘What do you stand for?’ Every company has had to define and explain their brand identity. The process involves a basic premise, goal, and/or bottom line and builds upon it within every aspect of a company’s actions and communication. It used to be much simpler, back in the ‘time before social’ (or TBS for short). Traditional media focused on a set of standard communications to project an image, while today’s communication is more social and interactive. Being more social and interactive means that companies are more exposed, and their customers know them and their brand on a much more interactive, and intimate, platform. Today’s social communications leave companies much more transparent, making a strong brand identity that much more important. How do you build and maintain a strong brand identity in today’s social world? Knowing your brand, sticking to your brand and it’s core values, providing customers with live person answers, listening to customers and responding to customers. The first two concepts are especially important, because a brand is nothing without a firm foundation to stand upon. Rance Crain of Ad Age references Ad Age’s Bob Garfield and his January 2nd article where he states “The core value of a brand must be real and sustainable, and everyone in the company must believe it”
http://bit.ly/A3E6aA
. This is an accurate and fitting explanation of what knowing your brand and sticking to your brand’s core values is all about. He goes on to say that a company or brand must be in control of what it stands for, not its customers. It’s also important to align your brand with endeavors that further its message, not detract from or work against it. As Crain puts it: ‘What you say on the outside has to match up with what you do on the inside.” Basically it’s up to you to define and embody what your brand is all about. Only then can you survive in any scenario, particularly a social one.

The other features of building and maintaining a strong brand identity in today’s social world are all about catering to customers. A recent eMarketer article focuses on how social campaigns affect brand metrics and purchase intent long-term. BzzAgent, social media marketing arm of dunnhumby, surveyed brand advocates about social campaigns for consumer packaged goods
http://bit.ly/ADpOjs
. Before exposure to a campaign, brand advocates were 39% likely to recommend a brand, and shortly after exposure were 61% likely. Even a year later, they were still 55% likely to recommend that same brand. When brand advocates were asked about their own purchase intent, before the campaign 38% were likely to purchase and recommend the brand. During the three months following the campaign 69% were likely to purchase, and a year later 61% were still likely to purchase. This proves there is a direct link between social campaigns and purchase intent. The fact that there is makes having a strong brand identity, and properly servicing customers (who become your brand advocates) that much more important. Another eMarketer article references a survey conducted by Conversocial, a social media customer service software provider, that lays out what attributes are most important to customers
http://bit.ly/yAT6UV
. The top two? Talking to a real, live person and having questions and complaints promptly addressed on Facebook and Twitter. Conversation does matter, and customers expect the same customer service in the social world as they do in the real world. Part of building a strong brand involves communicating that strong brand to your customers. Strong customer service is part of a strong brand identity, because it helps communicate a brand’s identity and reinforces it. In doing so it reinforces customer’s opinions about the brand and builds the brand and social media campaign positively. As a result of this positive growth there is long-term purchase intent. Long-term purchase intent equals a strong bottom line. A strong bottom line is a reflection of a strong brand identity. As you can see it’s a big circle and cycle that, when followed, results in the successful transition and maintenance of brand identity in today’s social world. So who are you and what do you stand for? The sooner you define and build that, the more successful you will be.

The New Face of Search

Search is changing the way we look up information, find information, and even share information. Recently, Google activated a new algorithm that delivers the latest and most relevant information for news stories, recent events and reviews
http://tcrn.ch/t7u1sd
. The new algorithm is the result of two updates, its “Caffeine” update last year helped Google index content faster and this year’s “Panda” update decreased content farm rankings. Thus, the most recent news results are being featured more prominently, and not as many low quality SEO-optimized ones are taking up space at the top. Search is also becoming more social as Bing has integrated Facebook and Twitter into its results
http://bit.ly/vIW5ue
. Friends’ ‘likes’ show up under search results, you can get friend recommendations while shopping, and Bing will notify friends in the area of your trip’s destination. LinkedIn now has LinkedIn Today, a feature that brings together the most-shared headlines related to multiple industries by members of the network
http://bit.ly/vDzXOO
. LinkedIn Today allows you to see what your connections are reading, tweet trending news, post it to your LinkedIn groups or email it to your connections, and even see the professional backgrounds of those sharing stories. All of these set the bar higher for search, what it can bring to those seeking information as well as the way search is utilized. Aside from its benefit to news, current events and recent reviews, it could even play a part in this upcoming holiday season.

Take Black Friday for instance. People looking up deals won’t have to type in Black Friday 2011, because Google will already know that’s what is meant. Then they can jump on Bing and see which deals their friends are tuned into, as well as learn about additional ones their friends are going for that may be of interest to them also. This can also turn into the organization of a group shopping trip. Marketers and advertisers can utilize this by posting frequent updates about deals, to make the best use of Google’s algorithm, and stores can keep customers informed as to what deal items are still in stock. A one-click buy button could even be added which takes you right to the checkout page to purchase the item while the deal is in effect. If it could do all this for Black Friday, just think about all of the opportunities during the rest of the Christmas shopping season. It’s a win-win, the customer is informed and can communicate with others all on the same device, and merchandise sells because more people are aware, informed, and enticed. How can you take advantage of this to benefit your holiday season? First, make sure to post frequently so that you keep customers in the loop and your search results at the top. If they see yours first it’s more likely to be the one they choose. Next, be sure that your Twitter and Facebook presence is as frequent as any posts on your website or other websites. A consistent and frequent presence ensures that you and your product are where your customers are searching, and allows for sharing to occur. After that, be vigilant and involved in the conversation. This is the time of year where great customer service matters even more. A great impression now could make you their go-to option the rest of the year too. The new face of search opens up a multitude of opportunities, this is only one of them, and they are ripe for the taking. The only question is, who will use it the best and come out on top? As to that, I say good luck and stay tuned.

Press Release 2.0

As the web has evolved, so have the press releases we write. There are still those out there who are quick to dismiss traditional PR altogether, and that includes the press release. The last time I wrote about this topic was back when I started this blog and you can refer to that post here
http://bit.ly/qd3ebx
. When I first spoke about this topic I mentioned how PR practitioners were increasingly turning to email versions and making their sent copies into unique presentations that command attention. What’s changed since then? More formats have come about and that means different ways to present press releases and make them stand out. Kevin Roose and Peter Lattman showcase this point, discussing how press releases have now found their way into blog posts, tweets and haiku formats
http://nyti.ms/nqLbjG
. Here is a recount of their examples:

- When Google bought Zagat, Google announced the addition via a blog entry titled “Google Just Got Zagat-Rated!” Meanwhile, Zagat told its website visitors via a mock review of Google using their 30-point system and quote-heavy style.

- Groupon changed up their press release by using casual language, mentioning that it had raised “like, a billion dollars” in its latest finance round.

- Zynga used a witty lead “What do Shrek and FarmVille have in common (besides donkeys and onions)?” to announce the hiring of DreamWorks Chief Executive Jeffrey Katzenburg to its board.

- Marissa Mayer, Google’s top executive for local and location services, used a Twitter haiku to announce Google’s Zagat buy: “Acquisition announcement haiku: Delightful deal done, Zagat and Google now one; foodies have more fun!”

Now this approach isn’t for everyone. It’s important to take note of the tone of your company, as in some places it’s more of a match for company culture than at others. As if different formats weren’t enough to consider, Google News has a new feature that lets publishers flag their best content and standout in search results
http://bit.ly/oFCkNw
. It can also be used to flag others’ content when they have a good scoop. Oddly enough, the new feature is called “Standout” and it’s a tag (basic syntax: <link rel="standout" href="LINK TO STORY" />)that goes in the “head” element of a website’s HTML code. This type of content is displayed with a ‘featured’ label on Google News’s homepage as well as in search results. It’s truly the other part of the equation. You have key words, but those only take you so far. Facebook’s newsfeed highlights top stories, and Google now does the same, but instead it gives publishers the ability to highlight their own content in the vast feed of links generated by search.

Hence, there are still many ways to make press release content stand out. Wit, jokes, puns, blog entries, tweets, haiku or flagging content, all are clever ways to break through the clutter and get your message across. The press release is still alive and kicking, and format opportunities are endless. As long as there are more opportunities, press releases will exist. I’m not the only one who shares this viewpoint. Recently, Vanessa Horwell stated in her article that PR peeps should “…not turn their back on traditional media. Not yet….While the media pie has gotten bigger and there are more pieces to cut, you never know when you might need them”
http://bit.ly/r6sUV1
. She closes by saying they should “…see how the future media chain links connect and how that affects the destiny of traditional media before we sever those ties for good.” I couldn’t have said it better myself. The times may be changing, but they aren’t changing so fast that they have outgrown traditional media. There is clearly a time and a place for it, and with that, a time and a place for some form of a press release.

Targeting the College Demographic

The 18-24 demographic may be one of the most powerful demographics out there, but marketers struggle to effectively reach this demographic. It’s one that is always talked about in numbers, but what it really should be called is the ‘college demographic’. Not everyone in this demographic is necessarily in college, but regardless of that this time is a pivotal one because a new independence is born. During this time, children split from parents and become their own consumer. Sure they may have a few brands they cling to out of nostalgia, but the most exciting thing for them and marketers is that their parents aren’t doing the choosing for them anymore. They are on their own. It’s what makes this the best time to reach out to them, because they are establishing their own identity apart from the family dynamic. More and more students are spending time online, whether through PC, mobile or tablet, as an eMarketer survey finds that 28.4 million Internet users in this age bracket access the Internet in some way at least one time a month
http://bit.ly/iBZvyd
. This makes it the best place to get their attention, but not enough people are taking advantage of that. Namely, colleges. Mashable’s Dan Klamm points out Four Ways Colleges Can Take Their Social Media Presence to the Next Level. His first point is coordinating strategy across campus. Personal acknowledgement across social media channels and referral back to university departments, in response to what’s happening with students and alumni, puts a positive and inviting spin on them while driving more resources back to their bottom line (student recruitment, student retention and financial resources). His second point, investing more time in education and training, refers to offering classes or webinars about services such as LinkedIn, having recruiters connect alumni as well as connecting alumni with students, etc. Lastly, his final two points offer up other ways for giving the university more of an appealing voice: using students and the university president as social media ambassadors.

Not enough companies reach out to students either, and that is where the brand partnership program of textbook rental company Chegg comes in to the picture. Chegg’s brand partnership program is really a daily deals program
http://bit.ly/j553Wj
. Think about it, college students, most in a new town or city with little knowledge of their surroundings. Daily deals programs are a great way to let them know about your business and turn them into customers. Plus it’s an underserved piece of the daily deals market. College students are important to brands, because that is where their relationship with brands tends to start. On the flip side of those that are struggling are those who have been successful. Notably, Facebook, Victoria’s Secret, Apple, American Eagle, Red Bull, Zipcar and Hewlett-Packard according to Angela Bright
http://bit.ly/oilUL6
. Facebook started out as a student directory to connect fellow students, now it’s a social media backbone and connects people of all ages as well as connecting businesses to customers. Victoria’s Secret is another example, parlaying it’s success with women’s clothing into a line of loungewear for female students tied to their universities. Apple, in changing the way we consume and share music, has changed the college experience. Music is important to college students, and Apple has come up with a variety of ways for them to customize, arrange, share, and play their music. American Eagle has combined on-campus ambassadors with coupons and free flip-flops on move-in days as a way to target students from day one on campus. Red Bull, Zipcar and Hewlett-Packard use a combination of social media, mobile marketing, student representatives and samples to entice students. All of these companies have found a way to reach the college demographic. The college demographic is not to be overlooked when developing your target audience, as it is one of the most crucial to your brand’s success. How will you target the college demographic? That is up to you.

Can Social SnapTags Save Print?

Before I jump into this post I’d like to update my readers on why I haven’t posted in a while. Since the last post I got married, went on a honeymoon and moved all within the last two weeks. As of today I am back online and will resume my weekly posting. Thanks for your patience, please enjoy the following blog post.

SpyderLynk, a marketing technology company, has created a similar component to the QR code called the Social SnapTag. According to a press release by Nikki DeFilippo and Melodye Demastus, a Social SnapTag features a Facebook or Twitter icon that any mobile user, with or without a QR code, can activate to trigger incentives from marketers upon ‘liking’ that brand
http://bit.ly/pfpqrl
. Incentives can include sweepstakes entries, exclusive content, free samples and discounts. Some of the major differences between QR codes and Social SnapTags are that Social SnapTags do more than just send a user to that brand’s website. They use Twitter and Facebook to provide interactive content, features, and rewards that extend beyond the brand’s website, making it more attractive to consumers. Also, a user does not need to have a QR code scanner to process the Social SnapTag. Users without a QR code scanner can take a picture of the Social SnapTag and send it to the designated short code. It’s these types of differences that make the Social SnapTag the next step up from the QR code. Perhaps the most notable example of where Social SnapTags are making their debut are magazines, and Glamour’s September issue is no exception
http://bit.ly/n9EG22
. It’s front cover, as well as several advertisers throughout, display the Social SnapTag icon – Facebook’s logo surrounded by two circles. The Social SnapTag may be the most successful version of a QR code yet, but how effective is it? A recent report by GfK MRI Starch Advertising Research shows that 4% of users who noticed ads with 2D bar codes (this includes QR codes) snapped a picture at least once
http://bit.ly/nLvt57
. The fact that Social SnapTags are more interactive and more accessible, combined with this research, shows promise. However, it does not disclose the social media metrics.

There is no way to tell how many users they are talking about, how many times on average a 2D bar code was snapped (taking into account all the places 2D bar codes have appeared), how many actually accessed the content, how long they lingered, and what their next steps were after that (sharing, redeeming, etc.). Additionally, there are many who say this technology has arrived before its time and consumers are not ready for it yet. Part of that is that Social SnapTags and QR codes are not easily identifiable yet. Not everyone knows what a QR code or Social SnapTag is, let alone how to use it and how it can benefit them. Unfortunately, this fact may hurt its success. The flip side of it is that QR codes and Social SnapTags are becoming increasingly popular, as GfK MRI Starch found that 6% of the 18-34 demographic who noticed took a picture of a 2D bar code compared to 3% of those who noticed in the 35 and up demographic. Obviously, the fact that Social SnapTags are an advanced version of a QR code acts in its favor. Common knowledge shows that the more convenient and easily accessible something is, the more likely it is to be used. The benefits of Social SnapTags far outweigh those of the typical QR code direct to website experience too. Is it enough to save print though? Out of all the mediums displaying 2D bar codes, ComScore found that users were most likely to scan codes on product packaging and print. Despite any negative aspects of this new technology, it appears promising and the research confirms that as well as its growing popularity. Whether it is a trend, or here to stay is still a question. In the meantime, it seems 2D bar codes like Social SnapTags at least have the power to draw more attention to print. As print is still suffering from ad drawbacks, increased readership and readership interaction would lead to more money for all involved, which would lead to more ad pages, more magazine pages, and a revitalized outlook for print in general. As I see it, this technology can only get better from here and may be just what print has been missing.

For Twitter? A Slice of Facebook’s Pie

I have written about the competition between Google+ and Facebook, this is the next installment. Not only is Google+ going after Facebook but Twitter is too. You may remember that part of Facebook’s success that allowed it to beat out FriendFeed came from borrowing, more like appropriating, FriendFeed features. According to an older article by Steven Musil, Facebook made it so users could import YouTube, StumbleUpon, Pandora, Hula, Last.fm and Google Reader into the feed
http://cnet.co/7xs38t
. The article goes on to confirm that Facebook’s commenting system is similar to FriendFeed’s as well as the ‘Like’ button. Guess you really do have to trademark everything. It is not uncommon to hear of people copying features, it happens with or without patents and trademarks. It’s just online the rules seem a little more lax. Twitter is now coming for Facebook like Facebook came after FriendFeed. Perhaps not quite in the same manner, but their actions definitely speak for themselves. Facebook recently announced that it’s testing an update to its news feed to include space for third-party platform buttons
http://cnet.co/pkxfzw
. Here, gestures other than the ‘like’ button would allow users to more easily share information and content about products and services as well as see what their friends are commenting on and liking. This is an effort to draw more marketers and advertisers to the site. Facebook will have to be careful, because there is a line there to be crossed.  The same goes for Twitter who is launching a similar concept in its quest to best Facebook.

Twitter is also appealing to marketers and advertisers by tweaking its promoted tweets system to reach Twitter followers more directly
http://dthin.gs/pXaxtd
. However, their approach does not sound as intrusive as Facebook’s. Twitter has dubbed its new product ‘Promoted Tweets to Followers’ and its features involve brand ads in the form of promoted tweets showing up at the top of a user’s timeline the second they sign in to Twitter. Then they move down in the timeline like any other tweet, so as not to be a  permanent fixture.  This solves one of the old problems of promoted tweets because promoted tweets would happen and get buried without a lot of users seeing them. Twitter is also trying to one up Facebook by testing a new feature that operates a lot like a Facebook wall. Their version makes it easier to post on a Twitter user’s page, share content and chat
http://lat.ms/rtCVO8
. Now both of these Twitter moves directly challenge Facebook. Not only is Twitter recreating a Facebook wall, it’s using promoted tweets in a new way to counter Facebook’s expansion of the ‘like’ button. You almost half expect Facebook to roll out promoted status updates, but that would be too obvious. The dynamic here is two social media giants battling it out for all the glory. A little competition can be healthy, a whole lot can be deadly. Hopefully neither of them will go the way of MySpace as this plays out.  Each has a solid platform so this shouldn’t be an issue. Whether one wins, continually proving its superior status to the other, or not, both will stick around and endure as an example. It’s a fact of life that sometimes it’s necessary to do what Twitter is doing in order to prove you’re the best. To take someone’s idea and execute it better and in a more meaningful and useful way is a very compelling strategy. However, they have a lot to compete with when it comes to Facebook. Facebook is not to be underestimated. When it comes down to it, this is a game of wits. It’s obvious what Twitter wants, a piece of Facebook’s pie. Whether they will get it, or just be seen as a second-rate copycat, remains to be seen.

Is There Space for Myspace?

Myspace is probably the last social network anyone thinks of today, and that’s no big surprise since it is virtually dead. According to Sean Williams, these three things were what killed Myspace
http://on.msnbc.com/iDXkAM
.

1)Former owner News Corp did not understand Myspace’s user base: Rupert Murdoch and company may know a lot about running a newspaper or catering to a TV audience, but they sure didn’t know what to do with a social media site. It seems they were more concerned with revenue than listening to what users had to say. By the time they made an upgrade, it was too late.

2) Users had too much control: Unlike Facebook with its single platform/single page design model, Myspace gave its users access to extreme customization, which meant that each users’ page had a different design. This made the site hard to navigate and people lost interest. Giving users a few personalization options is ok, but giving them full control is going too far. When Myspace lost their cohesive image they also lost their cohesive identity.

3) Little or no barrier to entry: Myspace was quickly topped by other social media websites that arose. Part of the problem is that all it takes to own a social media website is starting capital. As the amount of social media sites exploded, Myspace became just another face in the crowd.

As of the past week, Andrew Khouri reports that Myspace has been sold to Specific Media’s Tim and Chris Vanderhook
http://lat.ms/qiZM22
. Internet banner selling sensations looking to grow their business into a digital media company producing web content and selling services to consumers, not just ads for businesses. Their goal is to revamp Myspace and turn it into a place to interact with celebrities and artists and view content produced exclusively for Myspace. Details are vague for now, with more information to come during a news conference later this summer. Although details are slim, one can speculate as to what it may resemble and look like. I see the new Myspace as one that is going back to its roots in a sense. Part of what drew a lot of traffic to Myspace was that it was a place for upcoming artists. I envision behind the scenes content, exclusive listening parties and perhaps exclusive recording sessions. Maybe even a release party. There are all kinds of ways they can capitalize on this type of model. Perhaps they will turn it into what Ping was never able to become. Ping was iTunes attempt at building a music-centered social media site within its own program. Its goal being that artists would join, fans would follow, and friends would buy music based on friend recommendations. Well, Ping didn’t have any zing and so it died.

Adam C. Engst discussed updates to iTunes back in September that aimed at making Ping more user-friendly while fixing bugs
http://bit.ly/o4EnlO
. However, a more recent article on July 14th about Apple’s iCloud talks about how Apple never understood how people interact on the web
http://bit.ly/nD7d3O
. Sounds familiar, kind of like News Corp. It goes on to state that after a lot of initial sign ups all Ping does is show what songs friends purchase, which is not exciting or interactive at all. So much for that idea. Whatever happens with Myspace, it can’t be as bad as Ping. The question is will it be something new and unique? Will it stand out? Will it be competitive with Google+, Twitter, and Facebook? Nobody has ever been able to resuscitate a dead website, but that is exactly what Specific Media’s Tim and Chris Vanderhook have set out to do. They even enlisted Justin Timberlake’s help. While I’m not sure if these efforts will be enough to save Myspace, there is definitely space for sites like this. Even the Vanderhook brothers see that digital networks are the next big thing. Hulu and YouTube’s increasing popularity are proof of this. Ultimately, there is space, but only time will tell if Myspace will be one of the sites to fill that space.

Social Media, Welcome to TV

Social media, in many forms, is now a part of TV and TV viewing. Recent examples from my own TV viewing experience include Twitter hashtags at the bottom of my favorite programs, for example #Glee. I’ve also noticed social media’s presence during a commercial that prompted me to interact by using the Shazam app when watching a singing or dance reality show. Another more recent example is when I had a Music Choice station on, where I was shown a QR code with the message to scan it to receive a free song from a certain artist. Basically no one can deny that social media is a part of TV viewing experience anymore, and its entanglement is ongoing. eMarketer specifically states that “live-tweeting supports live viewing” and that “Social Media Brings New Engagement to TV” now. All of these examples have that one thing in common, they encourage live viewing and discourage DVR. As a side note I am a big fan of DVR, but even I have been tempted by some of these live-viewing offers. While I do not think social media’s involvement will completely do away with DVR I do think it will encourage more live viewing. Let’s face it, DVR is a threat to TV. Today’s viewers live in a world that demands more of their time. In a world like that the obvious solution is to put off or cut out other things and that has led to DVR’s popularity. Before DVR it was recording shows on videotape. Some people act like DVR came out of nowhere as a new concept when really it was taking the prior concept of VCR recording and further integrating it with TV. With social media’s involvement, live-viewing is making a comeback. At the beginning of this week the Home Run Derby took advantage of this trend and had players and fans interacting on Twitter throughout the event
http://on.mash.to/pCuFJ7
. Another part of social media that is making its way to TV is video chat. Last week I wrote about Facebook vs. Google+ and it seems that the video chat technology launched by both social media platforms is a part of TV and will continue to expand into more areas of TV. One way in which it will work its way in is through TV interviews.

Phandroid has already figured out how to record Google+ hangout sessions and so it’s a given that someone will find a way to record Facebook video chats
http://bit.ly/oac4KK
. What does this mean for TV interviewers and entertainment show hosts? A convenient, money-saving way to interview people while looking tech-savvy. It also prompts engagement because interviews are then tied back to social media accounts like Facebook and Google+. While you can only video chat with friends via Facebook so far, not fans, there are ways around it. Interviewers can always have viewers post feedback in response to something with the promise to friend their favorites. This would allow them to video chat or leave a video message and that could appear on the air. Al Jazeera’s show “The Stream” frequently utilizes Skype for interviews so it can be done and it will be done more often. Video chat also allows news personalities to interact with viewers in new ways, such as hosting a chat before newscasts like KOMU-TV has done. There are those that speculate that social media TV platforms and apps will integrate video chat too and that it will become a normal part of TV viewing and interaction. Now that I have discussed what it will do for TV and TV viewers, here’s what it will do for the ad industry. One example is product placement in shows and movies shown on TV. Easily a place for hashtag insertion and if nothing else more people will be watching, because of increased live viewing, so those product placements will not go to waste. Another outcome could very likely be that commercials themselves have hashtags or QR codes that are only active while viewing the commercial. The QR code would open up the Facebook page or website of the brand to prompt further engagement, such as purchasing the product online, making it a direct viewing to sales link. There are so many options and so many wide-ranging effects of social media’s involvement in TV. TV needs social media and social media needs TV. It is a mutually beneficial relationship that has no limit to what it can become. The only limits are your own imagination.

Turning Check-ins into Checkouts

Mobile check-ins are like store visits. It’s one thing to get a customer to come into your store, but it’s another thing to get them to buy something. So many companies have been focused on check-ins but not necessarily on turning them into sales, until now. Sure there have been rewards or deals offered for checking in but they are not always consistent or related to sales. Some deals are for free things and some rewards are not even deals at all but badges. Increasingly, services are popping up to generate coupons each time customers check-in so businesses can increase customer loyalty and capture more sales. There are a few different ways to check-in and various ways to tie a check-in to a checkout. One such way involves a consumer internet company called Meebo
http://nyti.ms/lrtcIz
. Meebo allows users to check into websites in order to receive deals, and regular visitors will soon be able to receive VIP status. VIP status includes earning rewards from businesses and suggestions for content they might like. VIP visitors can also follow each other and receive feeds of websites that others are checking into. In this way it still pays homage to the badge origin of check-ins while tying in crucial deals that will create repeat customers. Another is an ad network called LocalResponse
http://bit.ly/m6lfNv
. LocalResponse combines check-ins from 30 of the most common sources, generating relevant deals in real-time to those who check-in either directly or indirectly through a publicly posted sentiment or mention of a location. Additionally, LocalResponse is also targeting people who publicly post about brands or products. Meeting customers where they are in real-time is key to driving sales. That is what makes this next one, which involves geolocation in a different way, an interesting venture. As if we have not seen everything yet, here is a new reinvention of the billboard. There’s been ones that smell, such as the one I wrote about in my entry Taco Bell and Olfactory Billboards, there’s been augmented reality billboards and even live Twitter billboards.

Now there are gaming billboards where you can play for rewards that are redeemable nearby, such as this McDonald’s one in Switzerland
http://on.mash.to/lDkghb
. Any player with a smartphone that is in range of the billboard can play the interactive billboard’s game, which just happens to be Pong. Interesting retro throwback there. Basically, a player types the URL into their smartphone browser and when it confirms that the player is in the area the game begins. Players control the billboard game by utilizing their smartphone’s touchscreen. What they see on the screen is being played out on the billboard and vice versa. The game gets harder and harder, but if the player can last for 30 seconds they receive a coupon redeemable at a nearby McDonald’s for the reward they selected at the start of the game. A coupon is sent to their smartphone and they can redeem it at the register. Imagine if this concept came to the US. All of these methods are creative and relevant ways to lead customers from check-in to checkout. However, I think they can take it a step further. I think that when a customer checks in their purchase history should be tied into the types of targeted deals they receive, kind of like the coupons you get at the grocery store checkout. I also think that a map of the store they are in should pop up and it should be an interactive map that takes them directly to the product in the coupon they receive. One thing I have learned in all my years of customer service is the more seamless and easy you make the sales process, the more likely the customer will purchase what you are suggesting. In other words, make it so easy and accessible that it is highly unlikely that they will turn your offer down. It is good to see a solid start to closing the gap between check-in and checkout, and it will be interesting to see the statistics from these methods. I hope that, just like anything else, they will use this as a jumping off point and continue to add to it. Maybe even in some of the ways I have suggested here. Regardless, this type of innovation is the inevitable next step in the check-in process and should produce some interesting results.

Twitter’s New Features and Competition

The big news this week is the launch of Twitter’s ‘Follow’ button. Similar to the spread of the Facebook ‘Like’ button across the web, Twitter’s ‘Follow’ button is now available to add to any website. However, Twitter’s ‘Follow’ button shows more promise and depth than Facebook’s ‘Like’ button. Facebook’s button merely allows for the one-time action of liking something. Some may argue that Twitter’s new button is a one-time action, but it has long-term results. Gavin O’Malley reports that this button allows Twitter users to instantaneously follow a Twitter account without leaving the web page they are on
http://bit.ly/l6VEqA
. What does this mean? It means not having to visit Twitter to search for the Twitter account associated with the website, company, brand, etc. you are seeing online. Also, by following them you are receiving their updates in your Twitter feed. This is a constant reminder of the company, brand, etc. while the Facebook ‘Like’ feature is not. There are no updates connected to the fact that you chose to click the ‘Like’ button. The ‘Like’ button leaves engagement up to the Facebook user while Twitter makes sure that it does not lose anyone. Clicking the new ‘Follow’ button on a website links a Twitter user directly to the ongoing feed of the user they wish to follow. A smart move. Why redirect someone to Twitter when they can interact with you by following your Twitter account via your web page. Making Twitter more accessible means more Twitter followers, more traffic, and more engagement overall. Twitter is also revamping search by allowing Twitter users to sort tweets by relevancy and those with links, and Firefox users can search by username and hashtag
http://bit.ly/kdktV1
. This is a similar concept to an idea I had about a year ago, as you will see when you read My Suggestion for Twitter. Searches will also turn up related videos and photos because Twitter is introducing photo-sharing as well
http://bit.ly/jzVECs
.

At the same time Reuters reports that another ‘Follow’ button is gaining acceptance online, and that is Mashable’s ‘Follow’ button. Mashable’s ‘Follow’ button, launched in April, is similar to Google’s +1 button (which went public yesterday). Both are in the same category as Twitter’s Follow button but they have a slightly different focus. Mashable’s and Google’s buttons are more concerned with following news while Twitter is all about business. Not that Twitter’s button cannot be used for other things, but that was the focus in launching it. Business will benefit the most from the spread of the Twitter ‘Follow’ button. Google’s button may have launched publicly yesterday but it has some ground to cover before it catches up to Mashable’s button. Mashable’s has already gained 10,000 users who can keep up on news and share it with their Twitter, Facebook and other social networks simultaneously with the click of a button
http://reut.rs/km7i33
. If I were to rank all of these buttons here is what they would place. 1) Twitter’s ‘Follow’ button: Not only does it have applications for business, it competes with those more geared towards following news and can also be used to promote one’s LinkedIn site or blog. Most importantly, eliminating the two-step process to follow someone and interact with them has tremendous benefits for all involved. As I said, more followers, more traffic, and more engagement overall. 2) Mashable’s ‘Follow’ button: Ease of use for those with multiple platforms to share topics of interest, similar to programs like HootSuite and TweetDeck which allow for something to appear on all of a user’s social platforms. 3) Google’s +1 button: It’s a great concept for search, and draws more people into the topic, but is limited to Google. Read more on my thoughts in my entry Facebook 0, Google +1. 4) Facebook’s ‘Like’ button: One time engagement, need I say more? A great base concept but not self-sufficient. Based on this analysis I would say that Twitter’s features are very competitive with similar ones that are already up and running. Being that it is so innovative, and now seems to be moving in the right direction, Twitter should stay competitive. Gavin Dunaway predicts some paid search advertising type of product may be in Twitter’s future
http://bit.ly/kdktV1
. Regardless of whether that happens, Twitter’s new features will ensure that its popularity and relevancy can only go up from here.