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Social Media Marketing Case Study: Bournville

In June this year, on a quiet Friday, dark chocolate brand Bournville by Cadbury kicked off a social media campaign called ‘Tape a Tweet’ simultaneously on Twitter and YouTube. The campaign took into its wake, the Twitterati, Facebookers and YouTubers, triggering funny, excited, curious and creative conversations amongst the followers of the company.

The outline:

With 44% cocoa made from the world’s best cocoa beans from Ghana, Cadbury Bournville’s USP rests on the quality of being not so sweet. The team turned this into a campaign in itself, and planned a simultaneous marketing campaign on three major social media networks. Using the concept of “Not So Sweet” and releasing the hashtag #notsosweet, Cadbury tried repositioning Bournville from “You don’t buy a Bournville you earn it” to “Not so sweet”. The Twitter campaign directed followers/fans to tweet a not so sweet, or an over sweet moment and this would be converted into a video real time.

The Hook:

The curiosity and excitement of seeing their tweets come alive on YouTube was an incentive that made Bournville fans get swept into the campaign. Bournville is still running the #Notsosweet campaign on Twitter.

Social Media Marketing - Bournville - Latest tweet

The Process:

Tweet a not so sweet (or too sweet to digest) moment to @BournvilleIN. Tag it #notsosweet. Share it with friends on Facebook. Retweet it. The team had an entire logistic setup ready, that came together to convert each of the selected tweets into a video within an hour of the posted tweet. Here’s an example:

Bournville Tape a Tweet social media marketing campaign

Worth noting is how the tweet accompanies the video to let users know which one was taken as the inspiration for the video. A total of 19 such videos were made and uploaded on the same day. The videos aren’t too long, just about 50 seconds to 90 seconds. Leading stand-up comics from the Schitz en Giggles comedy group were engaged to act in the videos. The hash tag #notsosweet started trending in 30 minutes and this 10-hour campaign instantly grew Twitter followers by 130. The brand received almost 20 tweets per minute and each tweet received at least 10-15 retweets, which is phenomenal. The videos had received anywhere between 200 to 350 views during that week and over 200,000 impressions were made.

Conclusion:

Currently 3.9 million subscribers strong on Facebook, Cadbury Bournville has several such campaigns to its credit, including the Bournville Academy Awards for Facebook users, The Legend of the Cocoa Bean, Catch the Cocoa Pods game et al. This social media marketing campaign is a good example of how one can use all the available channels across the World Wide Web to create an integrated marketing effort that not only elicits participation from the audience but also engages them in a constant conversation with the brand. The brand gets enough traction within a stipulated amount of time, and recall value ascends quickly with such targeted campaigns.

Would you like to conduct a campaign that kick-starts the buzz around your clients’ brand across their social media channels? Do contact us here to know how we can assist you.

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Impact advertising: The art of indirect online marketing

The key to creating good marketing content – whether it is an ad, or a blog post or a deal page – is to make it customer-centric and personal by touching upon the emotional factor. We as human beings are emotional creatures. We click well when a piece of content touches our emotions. When an online marketing copy, ad or video sells a product indirectly through references, connections and recall elements, it amounts to indirect online marketing. Common customer behaviour indicates that sales figures see a boost, when a product associates itself with a particular feeling, for example, awe, joy, panic, fear, contentment etc., rather than just speaking about its features.

A recent trend on this front has been witnessed across the World Wide Web with the release of videos and ads that play upon feelings as primary content and speak much less about the product being endorsed. A case in point for a highly effective sales strategy that uses indirect online marketing is the advertisement called Real Beauty Sketches that was released by cosmetics company Dove in April this year. This advertisement took home the Titanium Grand Prix1, which is the highest honor at the 2013 Cannes Lions International Festival of Creativity1. Voted as 2013’s most shared advertisement, the Dove Real Beauty Sketches touched millions of hearts and received over 4 million shares till date. The videos hardly talk about the product; but they elicit emotions that are deep. Ending with just one line, “You are more beautiful than you think”, Dove created a gigantic brand image for itself on one word – ‘Beautiful’, and effectively advertised a whole range of products without naming even one. The concept rests on depicting how we see ourselves (described in the sketches as not so well) and how others see us (described in the sketches as beautiful).

1Dove ‘Sketches’ Campaign Takes Titanium Grand Prix at Cannes

An indirect online marketing strategy in fact causes more impact than a “Hey! I have an awesome product to sell. Buy it!!” declaration.

Here’s how you can develop an indirect online marketing strategy:

  1. Identify the keywords that associate perfectly with the product/brand that you are trying to sell online.
  2. Identify the emotions that the keyword generates in its entirety, in context with the brand, and also on its own.
  3. Play on the emotions and create a context map that starts with the element of surprise and ends with the keyword and a logo.

To be able to do this, you need to ask several direct and/or subtle questions to the target audience that is going to view the marketing campaign so as to initiate favourable action on their part. These questions form an essential part of an effective content strategy and are basically aimed at piquing the curiosity of the viewer, creating a compulsion to ‘know more’, and compelling the viewer to perform the subsequent action as desired by us.

  • Identify your target audience’s need. Ask them about the need.
  • Identify what will benefit them. Ask them how they would feel if the need is fulfilled.
  • Identify what emotion is perfect for selling your product. For example, a home cleaning solution advertisement played on the emotion of fear of germs and disease, enacted by a mother who has a crawling baby at home. Another telecom company came out with a 4 minute song, with jingles and catch line, that exploits the need of friends to be in constant touch with each other – so keep talking. This song caught on so much that it became an anthem for friendship.
  • Offer something “extra”. I wouldn’t call it a freebie. Today’s customer is informed. But it’s good practice to offer a little value over and above the product you are selling. For example, if you are a Broadband service provider and your website and social pages are trying to sell various Internet plans, you can offer a no-charge plan upgrade for two weeks or increase the Fair Usage Policy limit as a surprise. Customers love being surprised with such offerings and tend to spread the word, bringing in more enquiries and leads.

Thus, by understanding what need your product is fulfilling and what gratification the audience will truly enjoy, create hitting content that subtly puts forth a curiosity and leads your customer to think, “Why shouldn’t I try this once?”

 

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How Digital Marketing can change the landscape of your company – for the better

As more and more users add I-pads, tablets, and smart phones to their list of connectivity devices apart from laptops, digital marketing becomes all the more vital for a company to sustain itself in the online space. Not only are today’s companies required to enter the digital marketing arena, they need to also figure out how to impart the right message to the right audience at the right time. Effective online marketing is the order of the day.

However, digital marketing is a whole lot more than online marketing. It encompasses detailed selling strategies towards goal (leads) oriented outcomes, targeting specific categories of users, in depth analytics, visitor tracking, and leads generation. And yet, it is not complete in itself, because the online world experiences changes by minute time frames.

Numbers on the plate: A quick glance at digital marketing statistics

Digital Marketing is a broader term that includes all those set of activities that directly or indirectly help promote a brand, website, service, or company online. While traditional marketing techniques employed print, radio and television as the media for advertising, today, Internet has taken a fair chunk of the same. According to the PwC IAB report1 titled “2013 Half Year IAB Internet Advertising Revenue Report”, Digital ad spending in the US grew 18% year over year and has already surpassed $20 billion in the first half of 2013.

This report is testimony to the fact that many small, medium and large enterprises have woken up to the current importance of Digital Marketing.

1Source: IAB Internet Advertising Revenue Report conducted by PricewaterhouseCoopers (PWC)

Furthermore, similar trends are being witnessed across the globe. A recent study2 by Content Marketing Institute (CMI) and Direct Marketing Association UK (DMA) reveals that 94% of the marketers in UK and 89% in Australia have already adopted content marketing.

2Source: Content Marketing in the UK: 2013 Benchmarks, Budgets, and Trends

Being visible everywhere that matters

If a company is not there online, it effectively doesn’t exist, unless it is a big multinational. And being online doesn’t mean just the web – they have to have a mobile version, an I-pad version, so on and so forth. Visibility on hand-held devices has also come of age. As against web visitors, smart phones and tablets have taken over a 20% share of the total website visitors according to the Monetate Q1 2013 Ecommerce Quarterly report. This makes it essential for companies to optimize their websites for other platforms as well.

The Domino Effect

We have all heard about how online reputation management (ORM) has become a priority for companies, what with customer feedback coming up online in various ways. There is an extremely vulnerable state of transparency on the web that gives many companies jitters. Especially when there are a lot of negative reviews floating around the web, companies take great pains to ensure that their customers are given the best of service so that they may spread good will online, or at least keep mum.

What’s all the more disturbing for companies is the fact that one negative comment spirals into a long, never-ending thread of negative comments saying “I had the same experience too!” that results in a significant loss of brand image as well as revenues – such is the power of the online medium.

Walking the planned path – Digital Strategy?

A Smart Insights survey in the beginning of 2012 revealed shocking statistics as per which, almost 70% of the companies surveyed admitted to not having a digital strategy in place. Yet they were indulging in some sort of digital marketing activities. Besides leaving your company direction less and clueless about what progress is being made and what are the Returns on Investment (RoIs) against Online Marketing, not having a digital strategy actually de-optimises your efforts towards building a brand online. Moreover, if you do not want your competitors to nibble on the market share that is supposed to be yours, then you have to be up-to-date with your digital plan.

Measuring results the analytics way

While offline marketing is measured in clearer terms, when it comes to online marketing, the grey area widens. Hence, analytics and metrics get a greater role to play in establishing the credibility of online marketing strategies. The grey area includes terms such as mentions, impressions, referrals, social signals and conversions. While marketers can easily decipher the terms, an old school company that is still engaging in Above the Line marketing activities might take longer to understand the significance of mentions/visitors/referrals, unless they are explained in terms of lead generation and RoIs.

The Changing Landscape

Digital marketing holds the key to growing your business by triggering an “attract >> engage >> convert” cycle, the results of which are hard to ignore, more so when all your competitors have already climbed on to the bandwagon.

Digital Marketing amplifies your marketing efforts by several manifolds, and often reaches just the right prospects that are likely to convert into customers. Traditional marketing techniques are more expensive and their reach is diluted because they lack audience focus, unlike digital marketing activities which can be targeted only towards relevant audiences, thus extracting the maximum use of investment and giving the best returns out of it.

The time to take action is now.

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Local Search Optimization Factors 2013

 

 

I took a sneak peak into the Local search Ranking factors released by MOZ community , search engines are changing daily and with all the complex algorithms it has become tough to optimize websites for search engine traffic. But if you ignore local search optimizations you might lose more opportunities in getting more leads.

 

Head over to MOZ community and give a look at the Local Search Optimization Ranking factors for 2013. You don’t have to understand or implement every strategy, make sure you understand few of them and take action where ever you can.

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Are you hiring a SEO Consultant in India? Have you asked these questions?

I often get to hear that a lot of SEO Consultants from India are fake, fraud and black hat guys. These remarks frequently come from my friends who outsource a considerable amount of SEO work to India and if they get busted, they ask me to pitch in and get them out of penalties. Very recently, when I pinged a friend to say a quick hello, she asked me if I could recommend some SEO guys from my network. She gave me a list of consultants which she had picked by using Google search. She runs a couple of blogs in a variety of niche markets related to her locality and she doesn’t have any SEO knowledge.

I skimmed through her selection and educated her that nearly 8 of the 10 consultants she picked appeared to be unethical search engine optimizers. She asked me how I could figure that out to arrive at that judgment. I shared the following checklist I use to find if some one is good with Search Optimization or not.

1. Check and recheck the consultants’ website

Ask for the consultant’s website and check for the following:

  • Does it have a good look and feel? Check the design, colors and fonts used etc. It doesn’t matter if it is simple. Try to determine if his website appeals to your eye and judgment.
  • Check if the website does have a blog. As blog is a key part of SEO strategy, it is important to know if the consultant is following the game rules on his own website.
  • Inspect the content on the website as well as the blog. You need to look for spelling mistakes, repeated usage of keywords, sentences that do not make any sense but contain a major number of keyword phrases etc.

These aspects will tell you if he is a spammer or not. From here, you will know if you should move any further. If you are satisfied by in all the three above listed areas, it’s time to move to the next step.

2. Enquire about past clients

With cut throat competition in the Indian SEO industry, a lot of consultants might not talk about current clients for various reasons. So, ask instead, for past clients and enquire specifically, what they did for the client. If the consultant says they did keyword research, competitive intelligence, improved on page and off page factors etc., ask them if you could talk to the past clients and take an opinion of their work. Genuine SEO consultants will always be happy to part with the contact details of happy clients, or will connect you with the client on an email chain. If the consultant is reluctant to let you talk or email any of the past clients without a valid reason, then drop it and look for new consultants.

3. Email works but speak to your consultant

It is easy to fake a lot of things on the web and as is clear from the experience of my friend, Indian SEO is crawling with folks like that. So, once the first two steps are done, it’s time now to talk to the consultant. Many consultants can write stories about the work done, achievements, current clients, past clients etc. over emails or chat messages, but a phone call can make all the difference. By talking to your consultant over the phone, you will know how genuine he is, can feel his command on the subject as he explains to you all the jargons, and his demeanor will give you a hint if he is a committed person or not.

Here’s how you can identify a genuine consultant from a fake one by a phone conversation:

  1. Too many pauses indicate he is unsure of the subject.
  2. Obvious discomfort in talking about his strategies indicate he is in the business for too less a time
  3. Unwillingness, apprehension and/or indefinite deferring of connecting you to a past client indicate that he/she might not be the right person.
  4. His command on language – is the consultant able to explain to you any topic (say, a brief about his company, work done, services etc.) clearly? If he cannot talk well in English, it is very unlikely that he writes well. And SEO Consultants have to be good writers. Most search optimizers normally hire content writers, but they must have a judgment of what is good and bad content. In the SEO game, there are a lot of factors that need constant communication and if your consultant is not good with language, there might be trouble ahead.

These are just few of tips that you can use to pick a good search engine optimization consultant from India. There are tons of methods to figure out and judge the best of SEO consultants.

Do share the post on your preferred social profiles and put your thoughts in comments section. If you have any questions and queries about your SEO campaigns, write in to me in the comments section.

 

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Digital Marketing Summit at IIIT, Hyderabad

The morning of 29th September held promise for me, for I was to attend the Digital Marketing Summit being held at IIIT Hyderabad. Conducted by IDONESEO, the summit saw the presence of at least 60 delegates and had 5 eminent speakers to address the eager crowd about the current trends in the Digital Marketing space. The experts invited to speak at the summit were Vipul Taneja, Saptarshi Roy Chaudhury, Raghavendra Satish Peri, Gayathri Choda and Munaz Anjum.

All speakers on stage
All speakers on stage

After a short introductory note, the event started off  with an interesting briefing on Landing Pages by speaker Vipul Taneja. Quoting Steve Jobs, “Design is how it works, not what it looks like or feels”, Vipul detailed the elements of a good Landing Page, the purpose and the action plan for building good landing pages. He gave the examples of websites such as DropBox and Crazy Egg, which have ideal landing pages with not much clutter and very simple designs.

Vipul’s mantra: “Less is good.”

Raghavendra Satish Peri, fondly known to everyone as Raghava, addressed the audience with his touching comment, “You have to answer me guys, I can’t see you” and went on to demonstrate how we can design our web pages to be more inclusive and accessible to the specially abled users. He also managed to answer user queries on digital marketing, proving that a specially abled person can be as good as a marketer as any other individual, if not better.

Raghav on stage during the Q&A session
Raghav on stage during the Q&A session

Saptarshi Roy Chaudhury waved his magic wand of content marketing, detailing the elements of content marketing. With content creation and  distribution being the two pillars of content marketing, Rishi shared with us some interesting statistics on content marketing. According to him, around 90% of marketers are doing content marketing, 25% of marketing budgets are spent on content marketing and apparently, according to eMarketer, a total of 118.4 billion dollars will be spent on content marketing in 2013. He also spoke about how to convert users and website visitors from Prospects into Leads and leads into opportunities. Salient features of good content include exceptional, credible, fun and unique.

Munaz Anjum spoke about changing search technologies and writing for the customer rather than the search engines.

Gayathri Choda was very emphatic on how analytics can change the way we look at content marketing. With keyword analysis through tools such as Google Trends, one can put numbers to results of digital marketing, which, as individuals in this field, we all know how important they are. An interesting tip from Gayathri was, “to identify the negative keywords and do SEO for them.” She also spoke of A/B testing and multi-variant testing.

The meet was quite a success.

The last one hour was allotted for Q&A session, during which, the audience asked speakers how they could market their products, brief content vs. verbose content, search engine keywords packed into a website or a website written for the customer, and lastly, single page website vs. many page websites.

To catch up on more pictures from the summit, do login to Facebook and check out the Fan Page of organizers IDONESEO.

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SEO cheat sheet for online marketers by Danny Dover

Ok for all those who don’t know me I am a person with visual impairment, I am becoming blind and I have a huge obsession when it comes to cheat sheets, posters and using the white board. When I saw moz news letter the first thing is this SEO cheat sheet and I took a look at it. Ok the cheat sheet content is great but more than that Danny’s story captured my attention. Even I also made a bucket list on raghava’s blog…Danny you inspired me I will work hard and make all the money necessary to fulfill my dreams and finish that bucket list.

Get the SEO cheat sheet here and please do visit Danny’s lifelisted.com, I am sure it will inspire you.

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Speaking at digital marketing summit Hyderabad

I will be speaking at digital marketing summit that is going to take place in Hyderabad on Sep 29th, I thought to present on accessibility and go beyond basics. Since this conference is focused on digital marketing rather than core accessibility I thought to do little basics of accessibility and how it can fit in search optimization strategy. But after thinking a lot I want to go beyond this now, I will be doing couple of live reviews of various websites that I visit and it’s going to be really interesting one.

What you will learn from my presentation,

How to create accessible content
How to create great user experience without compromising on accessibility
How to structure your web pages for better SEO
How accessibility will fit into your inbound marketing strategy when you make your applications accessible.

Ideas are still forming in my mind and I am sure this is going to be a great content rich presentation. I am looking forward to do the live site reviews and I will be picking socialsamosa.com, paulwriter.com, digitalsrc.com etc…Need to finalize on which portals I will pick and if there is any specific portal just drop it in comments section.

Want to register for the event then please head to the website www.digitalmarketingsummit.in and get all the necessary details.

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Make your wordpress accessible

In my last post I outlined few of the common techniques of making your blog accessible on any platform and now here I will share few of the resources that can help your wordpress accessible as it is the most common blogging platform and my favorite content management system.

WordPress accessibility on wordpress codex

Make wordpress accessible
Is the official wordpress accessibility blog and you can also follow @wpaccessibility on twitter for more information or to get in touch with wordpress accessibility team.

[slideshare id=23661598&doc=chicago-wordcamp-2013-130629111027-phpapp02]

 

This presentation gives a lot of information about wordpress accessibility and I remember seeing the video of this presentation but unable to find it now. I read the text version of slides and being an accessibility specialist would like to listen to the video for technical aspects. Once I get hold of the video link will be pasted below. Must say text version off the slide gave me the feel that this content is worth spending time and energy.