Zetrip – Leveraging Social Media for Trip Planning

There is a new startup called Zetrip, which purports to help its users plan and execute travel and vacations made up from inspiration from those they are acquainted with on various social media platforms (just Facebook, as of the current state of the app). They recently received a large (though undisclosed) amount of investment capital from Inspiration Ventures. The idea for the app formed in the mind of co-founder Edouard Tabet when he was planning a trip to a place rarely visited; the Galapagos Islands. As the trip would incur significant expense, he wanted to try to do his best to plan the trip in advance, as best as he would be able to. One of the challenges he encountered was the fact that reliable information was hard to come by solely by looking through books or on the Internet; it simply wasn’t reliable enough in his estimation. One source he did trust was that of some friends, who themselves had recently been to the islands. He knew they had posted information about the trip on Facebook, but the data was really hard to pull from the app; thus the idea for Zetrip was born. Now you may be wondering; …

Mobile Marketing Case Study – Domino’s Pizza

Everyone is familiar with the major pizza chains, including Dominos. This makes franchised, nationally known chains such as this excellent opportunities to examine the efficacy of mobile marketing strategies. By comparing before and after stats on some essential metrics we are able to easily observe how effective their marketing campaigns have been for their business. The particular franchise that is the subject of this case study was located in a relatively small town, with only a moderate population. There were, however, several universities in the area, leading to a high proportion of students. The owner of this franchise decided that he wanted to specifically target these students, and that he wanted to engage them through their sports programs, which gave him the opportunity to reach out to literally thousands of them at a time. What he had been doing previously was having the arena announcer take up nearly a minute of time reading an advertisement to the crowd; he then relied on students in the crowd being able to remember the URL mentioned in the spot, and then to visit it later to join the Facebook group. As you can imagine, results were less than optimal from this approach. After …

Four Branding Case Studies to Learn From

Businesses of all shapes and sizes have wholeheartedly begun to embrace social media, and the greater potential for profits well managed campaigns can generate. There have been thousands of campaigns launched, some of which have gone viral and are more familiar to the average consumer than some of the most popular music or television programming, and some of which cost extravagant amounts of money and ended up not delivering more than a whimper. In our ongoing series on how to properly use social media to manage your own branding, we are going to take a look at four seriously huge social media branding campaigns, and how they influenced their businesses: • Fly With Southwest Airlines – They are doing a great job using social media for two purposes; first, to offer additional features to customers, like the announcement of delays, over Twitter or Facebook. Second, they really promote their brand as something that is unique, hip, and friendly, which has led to great success with the younger demographic. • Focus on Customer Service With Comcast – With ratings slipping in recent years regarding their service, Comcast has executed a complete turnaround in this area through their shrewd use of social …

Using Social Media to Establish Branding

If you’re looking to take your marketing campaign to the next level, you have to really make sure you spend a good amount of time working on maintaining consistent branding with your consumer base. You really have to spend more time listening to customers and consumers than you do actively marketing in some cases; but with the proliferation of social media, how are you supposed to know where to focus your efforts? In this three part series we are going to take a look at major social media tools, and how they can help your businesses’ branding efforts. In the first part of our series, we will take a look at perhaps the most popular set of tools available to the modern inbound marketer; the Google Tools: • Set up Google Alerts – This tool is very simple to set up and will regularly send you updates via email based on particular topics you define in advance. You can use this to watch your own business as well as competitors or industry-wide bulletins. • Follow Google Trends – If you need data on broad search patterns, this is your go-to tool. A popular feature is the ability to show how …

Taking Social Media to the Next Level: Kony 2012

So far, we have taken a look at several famous social media campaigns, and how they have succeeded so well, and the areas they could improve on further. Today, we are going to take a look at another famously successful campaign, but one that was never designed with commercial purposes in mind. This gave them a wider latitude in many ways in terms of development and deployment, and created a memorable social media campaign that will be discussed for many years. We are talking, of course, about the campaign to oust the genocidal leader of Uganda, Joseph Kony. Within just a few days, this campaign was able to get upwards of 73 million views on their primary video content, which was a nearly half hour documentary. One of the ways they outperformed more commercial ventures was by using all of the different social media channels that were available. They didn’t restrict themselves to Twitter and Facebook, or limit themselves to whatever they could justify financially. They went all out with a barrage of content across all channels; this level of saturation is rarely seen with commercial efforts, but it seems that perhaps businesses should begin looking in this direction. Another …

How Small Business Can Learn From Big Brands

Marketing has become extremely specialized over the years. Marketing gurus, those who have been in the industry for decades, have seen techniques evolve from simple graphic design and basic copywriting principles to the sophisticated machine based on psychiatric knowledge and more that it is today. This has led to an absolute explosion of high-end marketing knowledge that large corporations have been able to leverage into record profitability and sales over the past couple generations. As people who has been involved with the development of top level marketing strategies for large companies can attest, the power of branding is incredible potent, and is one of the essential elements of modern marketing strategy. An area of knowledge that is lacking, however, is how small business owners can effectively learn from these branding principles, and apply the lessons to their own, smaller operations. Here are three tips designed to help the small business owner do expressly that: • Accurately target your demographic – Companies that try to be all things to all people often end up suffering from mixed messaging, which makes all their branding and marketing efforts waste time and money. You need to be brutally honest about how to best target …

Some Social Media Marketing Best Practices

Most business owners are aware that they need to treat their engagement with social media as a core part of their marketing strategy on an ongoing basis. It isn’t a fad, and it isn’t going anywhere; instead it has inspired permanent changes in the way we communicate and the ways that businesses are able to interact with their customers. It is truly an integral element of any branding strategy, and really can help make the difference in terms of the visibility of your company. Here are a few general best practices to keep in mind regarding all your social media engagements: • Define clear goals – You should definitely know what you are trying to achieve with your campaign; whether it is better customer service, more sales or revenue, or any other objective you have in mind, make sure it is clearly stated from the start, and easily measureable. • Be consistent – Another common hurdle many business owners fail to clear is staying consistent with their messaging efforts. You need to constantly be aware of your tone and message, and make sure it is being delivered to the correct recipients. Don’t develop a reputation for being spammy with your …

Build a Mobile Site, Says Google

Google has been more upfront that ever in communications with all its different advertising affiliates, stressing the importance of the creation of mobile versions of websites to supplement their traditional web efforts. Their reasoning is pretty clear; traditional websites don’t render well on smartphones or tablet devices, which are capturing increasing shares of the advertising market. Google’s interest is pretty clear here as well; if people develop proficiency in the development and deployment of mobile site technology, they will be far more likely to use one of Google’s products, such as the eponymous search engine itself. So in their opinion, delivering smooth and polished mobile experiences reflects positively on all participants. It is also no coincidence that Google has just diversified into the business of actively selling mobile advertisement either, in direct competition with their social media competitors. They actually went ahead and released a newly published study they had commissioned which was conducted by leading market research firms. It gives people hard facts and a lot of talking points related to the development of information technology, and how it will likely evolve in the near term. Some of the more salient points include: • The fact that over 66% …