Thursday, December 11, 2014

Week 15 Wrapping Things Up & Looking Ahead

So Long, Farewell, Auf Wiedersehen, Goodbye...

Like a few others in this class, I began this semester hoping to gain a better understanding of the business end of social media without having an established business to promote. I was not a frequent social media user, and had only ever thought of it in terms of personal use. I could not understand how it would relate to business, but I wanted to learn. Through this class my viewpoint of social media has dramatically changed. Although I won’t be taking it on as a career, I feel I will be able to both navigate and utilize social media far more effectively.

I think the primary thing I’m taking away from this class is that the line between personal and business use is rather blurred. I think that is a concept that one must be careful of and be respectful of. I read somewhere (unfortunately, I don’t remember where) that selling on Facebook is a little like trying sell to people who are hanging out with friends at a bar. If you are too pushy or obnoxious you run the risk of turning people off, and that’s the last thing you want when you are trying to grow a business. I think the emphasis on building connections and communication is important to remember. The rest will follow once you’ve built the relationships.

Throughout the class I frequently found the amount of information and platforms a little overwhelming (most likely due to my relative noob status). It was interesting to get an overview of all so many platforms, but feel I still have so very much to learn. I think I’ll pick one and keep exploring. The charity that I work for uses Facebook most frequently, so I think I’ll start there. This isn’t my work, but come visit if you’d like… https://www.facebook.com/cancerforcollege

Thanks for a great semester!

All the best,
Jill


Saturday, December 6, 2014

Week 14 More Social Strategy (part 2)

What's the Plan Stan?

A social media marketing plan is dependent upon many variables.  In the case of the small home-based craft business that I chose to promote the variables influencing the marketing plan include the fact that it is a very small business (a retired husband and wife), and they have no budget for marketing.  Additionally, they will be the primary marketers once they are trained, but they have limited experience with technology, so that will also limit the types of platforms they will use.

I think this business will most likely need the owners to spend as many as 6 hours a week. I think two hours 3-times a week would be manageable. Some of that time will simply be due to the fact that they will be learning as they go.  I plan to have them use Facebook and Constant Contact as their primary marketing tools. I chose these two platforms for this business because they are the most common and are both relatively simple to use and maintain.  I would have them use these platforms for six months while monitoring the growth of their Facebook presence. I believe that if they are increasing their Likes and their engagement and if they see increased traffic and sales at the fairs and art shows they attend, then we will know that the marketing strategy is working.

The rough draft marketing plan for the next month:
  1. Get their website up and running
  2. Develop a newsletter introducing their company, which highlights the company background as well as the craft.
  3. Maintain Facebook posts 3-4 times a week using scheduled posts which should include posts such as:
    • Photos of their new pieces
    • A video or explanation of a ceramic technique or style
    • Feature/share an article about a professional artist, or from a well known ceramics publication
    • News about local events or artists

Although this seems like a minimal plan, I think it is what is manageable for the company owners. This is primarily a fun project for them as they are both retired and don’t have a significant interest in growing the business too large.

Week 14 Blog Comments

The blogs I commented on this week were:

Dorothy Land's blog: WahineBlog

Tricia Tarkington's blog: Social Media

Barbara Turman's blog: Turman Blog

Patricia Vaz's blog: Patricia Vaz


Week 14 More Social Strategy (part 1)

Which Platforms Work for Me?


We have sampled and explored an overwhelming number of social media platforms throughout this course. There are certainly platforms that integrate better with some types of businesses rather than others. I think the media platforms that would work best for both the business owners and the business would be to utilize a website, Facebook, and email marketing. 

I would have to say that the platform I enjoyed most was Facebook. This may be due to familiarity, but overall it seemed to be the best for this company, and this promoter. Unfortunately, the lack of social extroversion and savvy that I began this course with has somewhat challenged me during this class. I think that Facebook is manageable for a daily or nearly daily use pattern and email marketing and newsletters would be very useful on a less frequent basis. Due to the fact that the business I chose to promote, So Glazed and Confused, is ultimately going to be a small scale, hobby business, I think a smaller scale marketing plan is appropriate.


Week 13 Optimizing Yourself and the Company (part 2)

What's New, Pussycat? Whoa, whoa.

I was unable to view my complete insights as our Facebook page only has 19 total Likes, and full insights are only available after at least 30 people have liked a page.  However, the insights summary that I found on our Facebook page indicated:

18  New Likes
 6  Decrease in  "Talking About This"
 7  Increase in "Weekly Total Reach"


Week 13 Optimizing Yourself and the Company (part 1)

Get to Know Your Customers

The features from Google Analytics that I think would be most useful for this small ceramics business to check regularly include viewing how many sessions, page views, and percentage of new visitors. I also think that viewing the demographics would be useful to see if we are reaching our target market or not. I think these features would be most beneficial to such a small start up in order to validate or verify that the work they are doing is on target.

Some other features that I believe would be useful for this business are:

Custom Dimensions:
Add the custom data you care about most: user data like demographics or purchase history, content data like page categories or product information, even behavioral data about those who use certain site tools.

Flow Visualization:
Flow Visualization reports let you see and analyze the path a visitor takes on your site. See where they came from, the pages they moved through, and where they exited your site.

Audience Data & Reporting:
Focus on your audience: the kinds of people they are, where they come from, how they find your content, and how loyal and engaged they are.

Traffic Sources:
How do people find your site? Use Traffic Sources to evaluate the effectiveness of your referrals, direct traffic, organic (unpaid) search keywords, and custom campaigns.

Search Engine Optimization:
The Search Engine Optimization (SEO) reports in Google Analytics help you understand how Google Web Search queries led visitors to your site.

Ecommerce Reporting:
Use Ecommerce reporting to identify your best-selling products and most powerful promotions. You'll see what customers buy and how they do it, whether with complex transactions or one-click purchases. Trace transactions right down to specific keywords, understand shopper behaviors, and adjust your shopping cart to build loyalty and sales.

Wildfire:

Wildfire by Google lets you easily publish social content (such as pages and posts) and measure the engagement, leads, web visits and revenues driven by your social marketing. There are multiple integration points with Google Analytics.


Sunday, November 23, 2014

Week 12 Using Other Social Media Tools (part 2)

Coupon Ideas

One idea for a Groupon/coupon that I thought of is offering a limited number of advance purchase opportunities for an individual to join the owners at a craft fair and customize their own piece. Their piece would then be delivered to them once it could be fired.

This would be similar to what people can do at a "Clay and Latte" type storefront, but instead it would be on a hand made piece rather than the mass produced, generic items you can get at the more commercial stores. I think this could be very beneficial because parents could leave their older children at the booth while they continue to shop a the fair or farmers market. This would create a pleasant day for everyone involved. 

As far as a new product or service that would increase business would be for the owners to offer ceramic parties, or small group classes. This would be a good way to both generate business and promote the joy of creating.


Week 12 Using Other Social Media Tools (part 1)

Next Steps...

Finding four additional marketing tools for this business was a bit of a challenge. It is a small business that is not looking to become large or overwhelming. It is more of a hobby business than one that is needed as a primary source of income. With that in mind, I suggest the following tools that may be of use to the business.

I feel that the business would definitely benefit from having a website (they don't have one yet). I really believe that every legitimate business needs a website. It is one of the first resources that people use to find out about any given business.

The next tool that I think would benefit this company would be a Google+ page.  I think that would be a good source to connect with others and make announcements. I like the fact that blog posts are automatically linked.

The third tool that I would recommend would be to try Groupon. It may be a challenging sell for a new crafting business, but the Groupon could include a half price, buy one get one, or a custom creation option. 

The final tool that could be beneficial would be Linkedin.  This is the one resource that I think our company fits into the least, as it is not a particularly "professional" business.  However, I think it would be a good resource to connect with professional ceramists.


Sunday, November 16, 2014

Week 11 Online Advertising (part 3)

Advertising on a Shoestring

Advertising without spending money is pretty simple when using social media. However, not everything will be effective. It is important to remember your principles of good design, and to include a call to action

Your posts should include your signature style, some compelling text, and a beautiful graphic. It is also extremely important that you tell your audience what you want or need them to do by including a clear call to action by using words such as like, share, or visit. This way, you can ensure that your posts will be attractive, effective and engaging. The call to action is the key feature that can turn an ordinary post into an "ad".

Here are a few (fictional) examples of posts (not ads) that incorporate a call to action.




Saturday, November 15, 2014

Thursday, November 13, 2014

Week 11 Online Advertising (part 1)

To Pay or Not to Pay, That is the Question~

There are a surprising number of ways that a business can utilize Facebook ads. You can designate your ad for the Desktop News Feed, the Mobile News Feed, or the Right Column. Facebook has an unbelievable database of demographic information and can allow business to advertise to a broad market, or laser focus an ad to an incredibly narrow audience. A business can target the audience by location, demographics, likes and interests and even through far more personal information such as birthday and relationship status. Facebook Ads can meet many business needs by carefully evaluating the objective of the advertisement. For example, ads can be designed to simply direct people to your website, or to promote a specific action once they get there. They can also be customized to promote page engagement or grow your audience and page likes.

When using ads for social media it is important to remember the principles of good design that we learned about earlier in the semester. Principles such as balance, proportion, repetition, and ease of use are all important to keep the ad relevant and engaging. 

Banner ads, while I find them quite annoying, can be effective because they are large, graphic based ads that demand attention. Their main purpose is to drive traffic to the advertised business. In contrast, Twitter advertising is relatively short lived as it shows in an individuals Twitter stream. Twitter ads appear to be most effective when it involves an immediate call to action combined with high value for the customer. 

After reading about all the different types of social media advertising, I have come to the conclusion that paid advertising is not appropriate for this business at this time. The business is too young, and too small to justify the expense. I think the best plan for promoting this business is to continue to build followers, and post interesting, and relevant information for other ceramic enthusiasts as well as announce any events they might be showing at. Additionally, we will develop posts with specific calls to action to visit our page, come to the shows and tell their friends. We will attempt to build trust with our customers and encourage sharing the beauty and value of our products through word of mouth.



Thursday, November 6, 2014

Week 10: Email Marketing (part 1)

The Glazed Gazette ~ EXTRA! EXTRA!

When it comes to newsletters I would lean towards sending them out less frequently, just not so infrequently that the business gets forgotten about!  For this business, I think that would be twice a year for a general "news" letter plus additional emails announcing events where the customers could come out and see the pieces.  I think the two scheduled newsletters could be an anniversary update and a mid-year update. Additionally, I could see sending out a Happy Birthday announcement with a 25% off coupon.

For content, I think the customers would enjoy hearing about
 - latest projects and collections
 - craft fairs or shows they will be at
 - major ceramic art events
 - local ceramic art events
 - artist spotlights



Sunday, November 2, 2014

Week 9: Blogging for Business (Part 2)

Categories

Categories are an excellent way to stay organized and to help readers find the content they are interested in. For the business I am promoting I would choose to start simple with only a few categories.  I would include the following categories: Our Finished Work, Techniques, Art & Inspiration, and Events.  I think the categories are clear and concise and would give the reader a simple way of finding relevant information regarding the topic of their interest.  

Our Finished Work would showcase specific pieces and collections. We would include photos and information about the materials and glazes used to create the pieces. 

Techniques would be used to categorize articles about the various techniques that either we use, or want to share knowledge about. 

Art & Inspiration is a category that we could use to showcase the work of others.  That may include sharing information about professional ceramic artists, ceramic shows, or sharing the work of other amateurs that we like.

Events would be a category that we could use to tell about events that we participated in or wanted to share with others, such as local art shows or craft fairs where we might be selling.


The classmate blogs I commented on are:
Dianna Trujillo
Bobbi Turman
Stacey Sanders


Week 9: Blogging for Business (Part 1)

TMI or Not Enough?

I think the level of personal information that can be shared on a blog completely depends on the business and the target market of that business. I think a small business looking to create some brand loyalty could certainly add some personal content and show off the personality of the owner or company. It think this is especially true of certain niche markets. This would help to connect the company and the customer on a different level.  

I do not think that being personal on a blog for a major corporation would be very appropriate.  I think being personal in a blog for a large company could run the risk of it losing credibility with its customers.  I have no interest in knowing Wal-Mart or Microsoft on a personal level.

In the blog for the company I am promoting, I would choose not to indulge much personal information because the owners/artists are fairly private, but I would certainly encourage adding personality.  I think that it is especially important for a business that is promoting a creative or artistic product.  If the owners feel compelled to share their creativity through their art, why not showcase the personality that generated that creativity?


Saturday, October 18, 2014

Week Seven: Twitter

Desperately Seeking Something....

I can tell that the advanced search function would be an extremely powerful tool for an existing business. Due to the fact that the business I am promoting is not really up and running yet, finding Twitter users that would benefit the business was a little challenging.  Finding potential customers or businesses for cross promotion wasn't a priority because the artists aren't quite ready to sell yet.

I ended up selecting two list categories that helped guide my search for users. I chose to title the lists Art and Inspiration and The Business End. I also added a third list titled Other Interests, just for fun.

I created the first list, Art and Inspiration, because finding other users that will help to develop the craft and style of the artisans is important. Ceramics is a relatively new media for them, and they are still learning. I found limited success using the advanced search using the keywords ceramics, ceramic art, pottery (all results came up as Pottery Barn), and clay.  I will need to continue to fine tune the key words for this list. However, using these keywords I was able to find Twitter user @ceramicsx - extreme glazing, which included some very interesting pieces and techniques. The other user I added to that list was one I found earlier in the week by checking the followers of other individuals that I follow.

The second business specific list I created is called The Business End and includes small business resources.  The key words I used to find connections were artisan start-up, small business help, and artisan business help.  Using these keywords I found the Indie Business Network (@INDIEbusiness) and Mashable Business (@mashbusiness).  I think these will be great resources, but I plan to continue looking.



Monday, October 13, 2014

Week Six: Intro to Facebook Strategy (Part 2)

Coming Soon....

I scheduled 3 posts for this week on Sunday.  The first posted Monday morning at 7am and the other two are scheduled for Wednesday and Friday at 7am.  

The first post I scheduled is a video of several master level ceramists.  I find the video very inspiring and thought our followers would as well.  Watching the beautiful works they create with apparent ease is amazing.  The video shows the artistic side of ceramic work in a gorgeous and compelling story.

The other two posts that I scheduled are of pieces that were created by the business owners.  I attempted to show a variety of their pieces so that the page followers can get to know the work that the artists do.  For future posts we plan to have a variety of articles and videos as well as continuing to showcase the pieces they create.




Friday, October 10, 2014

Week Six: Intro to Facebook Strategy (Part 1)

"He likes me... He likes me not..."

Finding pages that I wanted to like as my page was interesting.  I went to a few businesses that I know of and... (gasp) they didn't have Facebook pages (oh, the horror -don't they realize?).

I ultimately ended up looking through other companies' liked pages and looked for post commenters that I could like. To begin, I chose to like businesses that would provide and inform the business I am promoting. For example, I chose sites that provided inspiration as well as tips and techniques for artists that are still interested in developing their craft.

There are two pages I chose to add as featured likes, Mugshot Mondays and Ceramic Arts Daily. I chose Mugshot Mondays because it is a place where artists can share photos of their own work with a larger audience. The Mugshot Mondays page has over 1600 likes, so that's a lot more potential viewers than our current two.  I chose Ceramic Arts Daily due to the fact that it was, as they so purposefully describe it as, "a place for artists to display their work and to share ideas and perspectives about how their art and life interact to shape each other."

Since this is a new business, I thought the idea of finding companies that could further both the growth of the business and the development the artists was a sound one.





Thursday, October 2, 2014

Week Four: Target Market *Update*

My Target Market *Revised*

So after much debate, deliberation and dragging of the proverbial feet, I have decided to promote a different business than I had previously planned on. The company that I was going to promote has an established social media presence run by someone who knows what he's doing. I don't want to gunk up the workings. So I have decided to work with a family member on a new business venture. It is a small (and brand new) ceramics business called So Glazed and Confused. I feel that because it is new and they have nothing but a domain name it would be more interesting and a better learning opportunity than tagging on to something that already works.

Our initial analysis of the target market includes:

Demographic Analysis:
Older men and women (55+)
Baby Boomers
Middle or upper-middle class

Psychographic Analysis:
Appreciate hand made art 
Liberals with eclectic tastes
Believes in supporting local artisans

Behavioral Analysis:
Enjoys collecting interesting items
Shops online
Attends street fairs

Sunday, September 28, 2014

Week Four: Target Market

My Target Market Scratch This. See Week Four *Update*

The business I chose to represent for the duration of the course is my current employer, a charity called Cancer for College that provides college scholarships to cancer survivors. Selecting a target market was a bit challenging because we have two distinct markets – one is the donor and the other is the recipient.  For the purpose of this class, I’ve decided to market towards the recipient with the goal of increasing the awareness of the scholarships we provide and ultimately gaining more applicants.

And so, the analysis of my target market includes:

Demographic Analysis:
Young men and women aged 17-25
Cancer patients or cancer survivors
College students or high school seniors
US residents attending school in the US
Most likely financially burdened by cost of cancer treatments

Psychographic Analysis:
Motivated to succeed
Believe in the value of a college education
Willing to work hard despite setbacks and challenges
(Being a Will Ferrell Fan is a plus, because he is our celebrity superhero)

Behavior Analysis:
The individuals in our target market are willing to do the work required to apply for scholarship funds to assist in paying for their college tuition.  They are students who have overcome the challenge of a life threatening disease and have not let cancer beat their spirit or dampen their dreams.

Monday, September 22, 2014

Week Three - Aesthetics, Design & Branding (Part 2)

Two Websites I Use or Visit Frequently


One website I have been using frequently is the Michael J. Fox Foundation website (www.michaeljfox.org). I find it very effective due to its simplicity even though there is a tremendous amount of information on it. The design principles they include are excellent depth of content, ease of use, and contrast. I keep returning because I think it is an excellent example of a non-profit website and I would like to incorporate some of the design strategies they use. I haven't found anything that I feel needs improvement.

The second website I visit frequently is the company that I work for, Cancer for College (www.cancerforcollege).  I don't feel the website is terribly effective and it is in need of an overhaul. The only design principles that I believe are used effectively are repetition and depth of content. I return often because I get questions about the company and I am a relatively new employee and can find answers there. There are MANY areas that can be improved.  As I said, I think it needs a total overhaul.

Sunday, September 21, 2014

Week Three - Aesthetics, Design & Branding (Part 1)

What Works and What Doesn't

What Works
Three websites that I believe get things right are Apple, Toyota and Swagelok.

Apple has always been a design leader and their website is no exception. What I think they get right is:
 1) With Apple it's all about the brand
 2) Its very easy to find what you are looking for. Navigating  to the product you want takes only one, maybe two clicks
 3) White the page length seems a little long and requires  lots of scrolling, the huge images and simple text make it  easy on the eyes.

Toyota is another example of a company with a well executed website. Their website has the advantages of:
 1) Repetition: they use consistent branding and navigation on  each page
 2) Similar to Apple's page, there is a very pleasing ease of  use due to clear navigation and many ways to get to the  information you are looking for
 3) The use of white space and alignment make the page  aesthetically pleasing

I found Swagelok did some things well. Although not as simple as the previous two pages mentioned, they did have elements that make a  content heavy website work.
 1) Their home page works. They explained what their company  did on the top of the  first page! I thought that was very  effective for a company that is not a household name like  Apple or Toyota. 
 2) Navigation was clear and simple with each page you  navigate to giving further related sub-navigation
 3) Each page required minimal scrolling to see all the  information


What Doesn't
There are many ways to create effective websites, and just as many ways to mess them up. There are three websites that I identified as having design elements that could be an issue for visitors or potential customers. Those were the sites for Tech Welding Products, G Force Race Cars, and Paul Wheaton's Permaculture Articles. 

The first site I looked at was TechTorch. I was instantly overwhelmed. There was simply too much going on. I felt the layout was a little awkward and the proportions were off. The font sizes varied too widely and was too small in comparison with the featured products' photos. There was also a complete lack of branding. I believe the TechTorch website would be drastically improved with: 
 1) Include branding and logos
 2) Better navigation. Such as moving the company history and  testimonials to their own page (return visitors and regular  customers don't need to see that info every time they access  the website)
 3) Improved font size consistency

The second site I found that could use improvements for customer ease of use was G Force Race Cars. While their page is far more aesthetically pleasing, there were still issues with their page that are worth correcting. 
 1) The home page is too similar to the news page
 2) Page length is consistently too long
 3) The *Featured Products* animation is incredibly  distracting and has no apparent purpose 

Finally, the website that I identified as having the most significant issues is the raising chickens website called Paul Wheaton's Permaculture Articles. This particular page made me want to run away as fast as I could. I was extraordinarily distracted by his lack of capital letters, which given the constant use of the technique was likely intentional, but it bugged me. Also, I want to know... what the heck is permaculture? The website to asssumes you already know. I did find that "raising chickens" was just a sub-page of a much larger website www.richsoil.com which, at first, appears to be a more organized site, but the issues run consistent in all the pages I visited. The main issues I identified were:
 1) No visible "Home" or introduction to the page ~ the  articles  just start with no additional information for his  visitors.  I  felt like I was reading insider information  and newbies weren't welcome
 2) It is not aesthetically pleasing at all
 3) The pages run WAY too long

Sunday, September 14, 2014

Week Two - Communication: Business & Consumer (Part 2)

5 Businesses & Their Social Media
Cancer for College
www.cancerforcollege.org
Facebook
Twitter
Wordpress Blog

REI
www.rei.com
Facebook
Twitter
Pinterist
YouTube

Stupid Cancer
http://stupidcancer.org
You Tube
Google +
Pinterist
Facebook
Twiiter
Instagram
LinkedIn

Landyachtz
www.landyachtz.com
Instagram
YouTube
Twitter
Facebook
Tumblr

Michael J. Fox Foundation
www.michaeljfox.org
Facebook
Twitter
Google+
Pinterist

Week Two - Communication: Business & Consumer (Part 1)

I'm embarrassed to say that I found this assignment particularly challenging.  The last several business that I dealt with when I had issues were handled through email.  While not terribly fulfilling experiences, they were adequately handled and the results were acceptable.  This is why it was challenging.  It all worked out and I'm not really sure if or how social media may have changed the outcome.  The only difference that it may have made could be that the communication exchanges may have occurred a little more quickly, but without watching for that response, I may have missed them.  The only other way that I see using social media would be to complain about a service to bring greater attention to my issue and hope that it would urge the company to respond.  Like I said, I struggled with this one.  I will check out other blogs to explore differing views on the matter.

Sunday, September 7, 2014

Week One - Introduction (Part 2)


Nothing Personal, It's Just Business...
Which social media platforms seem geared towards personal use and which ones seem to work better for business?

For me, trying to determine which social media platform is best for business or personal is a bit convoluted.  I may be very wrong, but I think that the majority of the major current social media platforms began as more personal social spaces that have morphed into something more.  The only exception to this I believe, is LinkedIn.  I will try to untangle the two and express my understanding of which platforms lend themselves more to one or the other.

I think the king of business platforms would have to be LinkedIn. This is one site that does not seem to cross the business/personal barrier much. It is the leader in business platforms and is excellent for recruiting and networking. It does seem to be more geared towards the B2B sector than any of the other major players. Another business friendly platform that I don't know much about, but have been hearing more recently, is Google+. From my understanding it is a strong performer in the B2C sector. I think this is true because Google search is so widely used that having a Google+ presence just makes sense.

Facebook and Twitter fall more into the personal realm, although they are both widely used by businesses. There are far more personal profiles on Facebook than there are company pages. It is clear that promoting or having a presence on Facebook is becoming essential for business growth. Twitter is an interesting crossover for me. I see it as a personal platform, but when we follow celebrities it is really about business - about promoting themselves.

I think it is those blurred lines that make social media work for business. We develop trust in something from having a personal connection ~ and I think social media can make building those connections much easier.

Saturday, August 30, 2014

Week One - Introduction (Part 1)

Why This Template?

Greetings and welcome to my new blog.  Without knowing what the focus of the blog will be, I chose a template that spoke to me personally.  I feel it is clean and simple, yet shows something I love ~ photography. I have always had a great appreciation for photography and particularly love black and white.  Two black and white photographers that I love are Ansel Adams (landscape photo below) and Susan Burnstine (city scene with ice skaters photo below).  They have wildly different techniques, but both are stunningly beautiful. This love of black and white photography was the motivation for selecting this template and theme for my blog.

As you can see, for the background I selected a stock, black and white photo of an individual looking through the lens of a single-lens reflex camera.  I changed the default font to Courier because I liked the idea of the retro look that resembled an old typewriter font.  I did leave the font coloring as the default as I like the aesthetic of the the bright orange "popping" off the black and white image.