Archive for the ‘Social Media’ Category

How changing a single sentence increased clicks by 173% (and why testing is so critical)

Friday, July 9th, 2010

Yup, that’s not a typo. 173%. And it underscores the importance of testing the copy, colours, images and layout you choose for your online efforts.

The 173% figure comes from an experiment carried out by Dustin Curtis, who played with the language that directed his website visitors to his Twitter account. He took his existing call to action: “I’m on Twitter” and played with the wording of the link, resulting in some extraordinary insights.

Dustin Curtis experiment

Dustin Curtis experiment

Through trial and error, he discovered that a move from “I’m on Twitter” to “You should follow me on Twitter here” resulted in the whopping increase in clicks. In his words:

As the forcefulness and personal identifiability of the phrase increased, the number of clicks likewise increased. “You” identifies the reader directly, “should” implies an obligation, and “follow me on twitter” is a direct command. Moving the link to a literal callout “here” provides a clear location for clicking. I tried other permutations that dulled the command, used the word “please” in place of “should” and made the whole sentence a link. None of them performed as well as the final sentence.

At the very least, the data show that users seem to have less control over their actions than they might think, and that web designers and developers have huge leeway for using language to nudge users through an experience.

Too often, we add words and images to something without a second thought about whether they are the right words and images. There’s only one way to find out, and that’s through testing. If the experiment above doesn’t convince you that it can be extremely worthwhile, then I don’t know what will.

Ask yourself: What are you trying to accomplish with your website or email campaign? Sign-ups? Click-throughs? Social media followers? Play with the variables around your particular call to action and see how a small change can score big results.

To get started, I’d highly recommend Smashing Magazine’s definitive guide to A/B Testing. It offers an excellent primer and practical advice, as well as top-notch tools, resources and examples, all in one spot. (It’s where I found this experiment.) Check out some of the other great case studies there too, like how 37 Signals increased sign-ups by 30% with a new headline or how Jason Thompson doubled the number of people contacting him by using his photo instead of a telephone icon.

VW brings mundane experiences into the “fast lane”

Thursday, June 17th, 2010

Volkswagen has a neat little series of web spots that transform ordinary experiences like riding the subway and grocery shopping into unexpected and heartwarming events. In the spots below, they install a giant slide in the stairway of a subway station and attach skateboards to shopping carts in a dreary grocery store. Hidden cameras catch the reaction of people and some of them are priceless. Witness the businessman in the suit going down the slide and the exhilarated shoppers whizzing through the aisles below:

The brand placement in the web spots is fairly subtle, and from what I can tell it’s not present in the actual public installations at all. Simply a sign indicating “fast lane” for the slide and skateboard carts. They wrap it all up nicely with language around people that like to “speed things up” and who are “driven by fun”.

Really neat.

via I Believe in Advertising.

A great tourism ad rises from the ash cloud

Tuesday, June 8th, 2010

Iceland is appealing to its citizens to take to their social networks in an effort to bolster tourism in light of the recent setback from the April 2010 volcanic eruption and subsequent air traffic stoppage distaster from huge amounts of ash filling the skies.

“It’s a worldwide campaign to let the rest of the world know that Iceland isn’t completely covered in ash,” Icelandic tourist board director of marketing Jon Gunnar Borgthorsson said.

The country has created a new website: inspiredbyiceland.com and a really wonderful ad (shown below) asking Icelanders to spread the word via Facebook, Twitter and YouTube in an effort to improve perceptions and salvage the tourism industry that the country has come to rely on so heavily since its major banks collapsed in 2008.

Inspired by Iceland Video from Inspired By Iceland on Vimeo.

Appealing to people that know and love the country to act as ambassadors in the face of a tourism crisis is smart strategy on Iceland’s part. The ad is beautifully executed, the cinematography is breathtaking and the ad is brimming with personality – from the all the crazy dancers to the naked couple to the old guys in the pool.

I love that group dancing timing is always off, I love that the people are laughing at each other during the filming, I love that the guy almost falls off his bike – it genuinely portrays Iceland and its people in a wonderful and honest light. The music is catchy too – “My heart is beating like a jungle drum” by Iceland’s Emiliana Torrini.

It may have taken a giant ash cloud to do it, but this campaign out of Iceland is top-notch.

From The Sydney Morning Herald via AdPulp.

Is the internet making us stupid?

Monday, June 7th, 2010

A very thoughtful article in Friday’s Wall Street Journal explores this question and draws an excellent parallel between the introduction of the printing press and the introduction of the web in terms of societal, cultural and political implications:

Every increase in freedom to create or consume media, from paperback books to YouTube, alarms people accustomed to the restrictions of the old system, convincing them that the new media will make young people stupid. This fear dates back to at least the invention of movable type.

As Gutenberg’s press spread through Europe, the Bible was translated into local languages, enabling direct encounters with the text; this was accompanied by a flood of contemporary literature, most of it mediocre. Vulgar versions of the Bible and distracting secular writings fueled religious unrest and civic confusion, leading to claims that the printing press, if not controlled, would lead to chaos and the dismemberment of European intellectual life.

The author goes on to point out that in fact print advanced our intellectual pursuits and abilities to a degree that nobody had dreamed possible: print ushered in scientific journals, scholarly knowledge-sharing, newspapers and non-fiction. At the same time print made trashy romance novels possible, and most would agree that there’s a lot of mediocrity lining the shelves at your local Chapters. Similarly, the web creates vast opportunity for enhancing and enriching our intellectual lives, but it also provides gossip blogs and YouTube. The author argues that the Wikipedias outweigh the “LOL Cats”, and that the internet is in fact making us smarter.

The case for digitally-driven stupidity assumes we’ll fail to integrate digital freedoms into society as well as we integrated literacy. This assumption in turn rests on three beliefs: that the recent past was a glorious and irreplaceable high-water mark of intellectual attainment; that the present is only characterized by the silly stuff and not by the noble experiments; and that this generation of young people will fail to invent cultural norms that do for the Internet’s abundance what the intellectuals of the 17th century did for print culture. There are likewise three reasons to think that the Internet will fuel the intellectual achievements of 21st-century society.

First, the rosy past of the pessimists was not, on closer examination, so rosy. The decade the pessimists want to return us to is the 1980s, the last period before society had any significant digital freedoms. Despite frequent genuflection to European novels, we actually spent a lot more time watching “Diff’rent Strokes” than reading Proust, prior to the Internet’s spread. The Net, in fact, restores reading and writing as central activities in our culture.

It’s an excellent article that reminds us of the incredible potential of the open web and what it might mean for our evolution, depending on how we choose to adapt to it. Read it here.

Cities get in the game with mobile apps

Tuesday, May 25th, 2010

Municipalities have finally begun to embrace mobile apps as another important marketing tool. The offerings vary from safe to zany, but the presence of these apps signals an inevitable shift in how communities need to think about promoting themselves. Here’s a look at a few of the mobile offerings recently released:

1. Hasting County

Hastings County recently released the first Canadian iPhone app for economic development. Dubbed “iHastings”, the app allows users to view news, events, videos and link up with Hastings County in various social forums like Twitter.

iHastings

iHastings photo2

2. Calgary

The City of Calgary has also come out with a “Build a Pass” app that allows citizens to create custom recreation passes for individuals and families. It would be nice if there was a way to actually purchase the pass as part of the app, but perhaps that feature is coming with future versions.

City of Calgary Build-a-Pass

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Calgary also has a great walking tour app of downtown public art, complete with maps and audio descriptions you can play while you stand and admire at your own pace. Walking tour apps are a dime a dozen, but this is one of the first I’ve seen developed proactively by a municipality rather than a travel or GPS company.

City of Calgary Downtown Public Art Walking Tour

photo 3 photo 4

3. Chicago

Chicago has partnered with foursquare in one of the most innovative social web offerings we’ve seen come out of a city. It has both tourism and economic development applications to it, not to mention the value that comes from leveraging such a popular social platform.

Picture 7

As time goes on, expect to see mobile apps for cities become as commonplace as annual reports and brochures. GPS-enabled smartphones make this a perfect medium for showing off what a city has to offer.

Our predictions

So what does on3 predict for municipal mobile apps? We’re glad you asked. Here are some of the things we’d love to see cities develop:

  • Site selection tools – including searchable real estate directories
  • GPS-based business directories
  • Tax and incentive calculators
  • More foursquare integration
  • More open municipal data – see this post for a great backgrounder on this trend

Have any other ideas? Leave them in the comments!

Ads we love: April 23, 2010 – Pure Michigan edition

Friday, April 23rd, 2010

Pure Michigan is in the midst of a wonderfully executed roll-out of their new ad campaign via social media. Check out their Twitter account to see how expertly they are engaging their audience and responding to their feedback. I was drawn into their YouTube page and truly moved by the quality of these television spots. Michigan has a perception problem to be sure, but ads like these go a long way to overcoming it.

“Dancing in the Streets”

The opening line: “It’s a curious thing that happens. It seems when we get to a place where no one knows us, we become most ourselves…” immediately resonates.

“A Simple Sunrise”

“25,000 mornings, give or take, is all we humans get…”

“Trailhead”

“Let’s take a walk…” Shot from the perspective of walking through a forest, historic street, and an underwater tunnel at the aquarium to name a few. The cinematography makes the viewer feel as if they are the walker on each of these adventures.

See all the ads here.

How cities can use Foursquare

Sunday, April 4th, 2010

Foursquare is a location-based application that lets you “check in” at various locations to earn points and special deals. For users, it is largely a social app that lets them broadcast their whereabouts and connect with friends on “nights out”. For cities and businesses, foursquare represents an opportunity to capitalize on the application’s popularity to bring in customers and promote tourism.

The City of Chicago is the first community to formally take advantage of this new social medium, one that is still under the radar for most despite its explosive growth over the past few months. Chicago’s decision to make such a significant investment so early is a strategic one, as it takes time to establish a presence on Foursquare, largely because content is user-driven. As other cities come onboard, Chicago will already be well established as a destination for Foursquare users.

Picture 1

Chicago is using Foursquare to promote tourism and offer specials at local businesses, and has created 60 check-in locations and 200 “tips” that provide background about landmarks or alert users to live music or restaurant specials.

Visitors to the Windy City can earn Chicago-themed badges, like the on-location “Bueller Badge” for visiting sites from Ferris Bueller’s Day Off, or the “High Fidelity Badge” for cruising the record shops featured in the film. There are also badges for visiting the city’s many blues clubs and for sampling its iconic hot dog stands.

The result is another tool for promoting tourism and stimulating local business in Chicago. As the prevalence of smartphones and the popularity of Foursquare increase, expect to see more cities and regions taking advantage of the GPS-based game to promote their community. You can view Chicago’s Foursquare presence here.

- via National Geographic

BMW is magic.

Thursday, March 18th, 2010

The clip opens with the line “The oldest trick in the book…” and proceeds to show us a man pulling a tablecloth out from under dishes, a vase of flowers and a bottle of wine, quickly enough to leave said items completely undisturbed.

BMW then uses that idea to show just how fast its new BMW S1000 RR motorcycle is. It is a very cool video that easily became a viral hit, receiving over 2 million YouTube views in just 1 month. No dialogue. No overt sales pitch. Just a really cool stunt. It’s worth a watch below:

New to Twitter?

Thursday, February 25th, 2010

ProBlogger has a great post for those that are brand new to using Twitter. It’s very basic stuff but in my view it’s absolutely essential info if you are just getting your Twitter presence set up. The article offers advice about setting up your profile, establishing credibility and using Twitter search to find relevant keywords. A sample of the advice offered:

Similar to a mini ‘About’ page, Twitter gives you 160 characters in your profile so you can write a brief Bio to describe who you are and further specify your business. Make sure the link to your small business blog appears somewhere in this section. Or, even better, include your blog as the one html link you are allowed to have.

I am amazed at how many small businesses skip the Bio step. The results of not taking the time to fill out the profile section will give your business a look similar to the one below. Ask yourself, would you visit the small business blog of the ‘iamabusiness’ profile?

badbio-thumb

If you are brand new to Twitter, this article is an excellent resource for getting yourself set up for success. Read it here.

8 tips for getting started with social media and email

Thursday, February 25th, 2010

According to our 2009 EDAC Members Marketing Survey:

  • 59.3% of EDAC members are using email campaigns.
  • 28.1% of EDAC members are already using social media. It is the top new marketing activity planned for 2010 for those that aren’t.
  • 92.8% have a website specific to their organization, yet only 7.3% have a blog.

As more economic developers embrace new social tools, it is important to realize that when it comes to these new marketing channels, the old rules simply don’t apply. Here are 8 tips that cover ideas, etiquette and advice for getting started with social, blogs and email:

1.    Have a strategy and integrate it

If you hear your colleagues exclaim: “We need to get a Twitter!” or “Let’s get at least 100 Facebook friends!” or “Let’s buy a third party email list so we can show big distribution numbers!”, then you don’t have a strategy, you have a big, big problem.

True, these tools are growing in popularity and importance, but aiming wildly at the flavour of the month is not the way to take advantage of them. Like any marketing channel, you must answer basic questions like “Who do we want to reach?”, “What message do we want to send?”, “What is the goal of this activity?” Once you’ve got that figured out you can decide on the tool that will get you there.

Your strategy in these new areas must also work with your overall marketing strategy. Too often, marketers neglect the important potential of cross-pollination that comes from social media, blogs and email. How can you use them to leverage each other and your other marketing efforts?

2.    Do your homework

We can’t offer you a magic bullet when it comes to selecting from the suite of tools available to you. While Twitter may work for some, the openness and frequency demanded by that platform may not be right for others. An in-house email solution may be the route for you, while your neighbour may choose to leave the technology up to an outside agency. It is incumbent on you to research what is out there and decide what, if any, tools you want to integrate with your current strategy.

Using these tools may seem like a cheap way to go, but what you save in hard costs you will incur in the time required to keep your content fresh and interactive. Think carefully about what you will have the time to sustain.

3.    Don’t jump right in

Once you have decided on the channels you’d like to integrate, it’s time to… sit back and take notes? Yes. Many social media platforms have their own vernacular and etiquette. Watch how your peers are using these tools, and note how audiences are responding.

Email, blogs and social networks are fickle mediums, as it takes very little effort to “un-follow”, “un-friend” or hit delete. Be sure to get a good grasp of how to make the best impression and build trust and credibility. You will only get one shot.

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