Leverage Blog: How to Exploit the Web.

Smashingly Innovative.

Cyber Monday sales are up from last year

Everybody knows Black Friday - but Cyber Monday is a new term for a lot of people. It refers to the Monday after Thanksgiving, the day people get back to work... and make purchases online. In this article on Bloomberg.com, a firm that collects data from over 500 retailers said sales are up an impressive 16% over last year's.

It makes sense that people are going online to look for deals - I'd rather do some deal-hunting online than wait in line for hours for a store to open, then being forced to compete with hordes of people in hopes of getting a great price. I can only imagine the trend will continue... shopping online just seems so much more convenient for many types of products.

Are you running any special promotions for the holidays? And if so, have you made any special efforts to make it easy for deal-hunters to find you?

Branding Matters. Branding Works.

Good stuff today from AmEx Small Business.

Pop quiz! What is the most common, yet most easily corrected, mistake small businesses make?

A. Undercapitalization

B. Marketing myopia

C. Lack of branding

D. Failure to diversify

While all are real and unfortunately all too common, for my money and in my experience, the answer is C., Bad branding.  Read More, and if the article has you wondering about next steps, call us.

Moms and Social Networking

In a previous post here on LeverageBlog, we mentioned how Moms are one of the fastest-growing segments online. A new survey shows that moms are increasingly turning to the web for everything from product information and recommendations, to medical advice. Might be time for a wake-up call if you're marketing products to Moms and you haven't put much emphasis on online marketing.  

Here's the article on Reuters

"Bad" reviews can be surprisingly good.

It might seem like a dangerous idea to add any kind of social media functionality to your company's website. Allowing customers to post reviews of your products or services seems like it could be bad for business - what if someone posts a scathing review? Won't that hurt sales?

The answer is: Not as much as you think. 

Another thing to keep in mind? People are going to be using social media to discuss your products anyway - whether it's on your site or not. If your customers are going to write reviews, and if your potential customers are going to be looking for them - where do you want them to go? To your site, or somewhere else?

A forum with mostly good reviews, and a few posts from people who had problems, is likely to be better than no forum at all. Especially if you turn those unhappy customers into happy ones.

Read the article: Even bad reviews boost sales

The Importance of Content

It might seem counterintuitive at first, but it may be that one of the best marketing approaches might be producing content that isn't directly related to your company.    

"Zappos, for instance, operates blogs and posts third-party content about everything from parenting and skateboarding to running. All that content helps it bubble up in search results not necessarily tied to products."
     MediaWeek.com

There's already so much content online that it's difficult to even comphrehend the volume of information - but that's not likely to change anytime soon. In fact, the article on MediaWeek.com uses the term "virtual content arms race." If volume of original content leads to sales, then naturally the overall volume of content is going to rise, and the pace is going to rise as things get increasingly more competitive.

$99.44 per click

Q309 is a valuable keyword - so valuable, in fact, that it's going for nearly a hundred dollars a click. The article on MediaPost.net mentions a few other high-priced keywords as well.

If you're not familiar with the pay-per-click (PPC) advertising model, read our post: Pay-Per-Click online advertising: What is it? In that post you'll see we mentioned prices range from ten cents to "over $13.00" - but we're seeing the bidding get progressively more competitive.

Foursquare: a new approach to Social Media

Here's an interesting new social networking service: Foursquare.

In this article on nytimes.com, it's described as "planned serendipity." It's a pretty cool concept - apparently a user would be able to sign into foursquare.com, and he'd be able to see that his buddy Frank was down at the coffee shop, and head down to meet him.

My first reaction was that I wouldn't necessarily want everybody to know exactly where I was at all times, but Frank could choose not to check in at the coffee shop if he didn't want to be interrupted. And he could manage his friends list so only certain people would know about his activities.

Pretty interesting to see how things are converging, though. Technology, mobile devices and social networks - changing the way we interact with each other out in the world.

Things are looking up.

New Jersey payroll firm ADP tracks job gain or loss by firms of different sizes, and they recently said that among companies with fewer than 50 employees, job losses are the smallest they've been since July of last year. And more good news from Intuit: of the small businesses they surveyed, 44% plan to hire in the next 12 months.

Things are looking up, it seems.

Read the article on sfgate.com

Grillovation

Twitter and Facebook to appear in Google results. Wow.

In case you haven't already heard, Twitter updates will appear in search results on Microsoft's Bing and Google's search engine. Additionally, Microsoft will soon incorporate Facebook status updates into its search.

Dedicate some web real estate to others. A great idea.

The soup kitchen is a well-known symbol of volunteer opportunities - but of course there are countless other ways to help others. Publishers with a Purpose is an organization that's giving publishers the opportunity to volunteer something that's perhaps more valuable than their soup-ladling skills: advertising space on their websites.

They estimate that they're serving 40 million impressions of those ads per month, which is pretty impressive if you consider what that kind of ad space would cost if it wasn't being donated.

Check out the article.    

What is viral marketing, really?

Green Innovation

Judge rules craigslist is not pimping

Here in the Bay Area, Craigslist is an invaluable resource. People use CL to find everything - jobs, apartments, furniture, free stuff... just about everything.

The site has come under attack for ads related to prostitution, but this past Tuesday, a U.S. District Judge threw out a civil complaint that accused Craigslist of pimping.

Read the full article on cnet.com

In this article on guardian.co.uk, the judge is quoted as saying: "A woman advertising erotic dancing for male clients is offering an adult service, yet this is not prostitution," he said, adding that Dart "cannot sue Craigslist for their conduct."

Innovative

Software: The Unsung Hero

Most people don't think about software - we just use it every day, whether we're using our cell phones to make calls, looking up the weather report online, or changing the station on our car radios.

Here's a short video from by Common Craft that talks a little bit about software's role in making our electronic devices work for us. Check it out.

Innovation

What does "Social Media" mean anyway?

You've probably heard the term "Social Media" - but what does it really mean? Is "Web 2.0" just a fancy buzzword, or does it actually mean something? This video from Common Craft might help clear things up.

Essentially the idea is that before, people got content (news, music, pictures... everything) from official sources with established production and distribution channels. The people who had the printing press made the books, the record companies made the music, and so on. But thanks to advances in technology, just about anybody can create and share content - by starting a blog, putting their music online, sharing photos with the world, and more.

They also discuss the other main point - the idea of tagging, rating, and commenting on content. Now if you're looking to buy a new bicycle, you can quickly and easily read reviews written by your peers, rather than making a decision based on the advertisements.

Be careful though - watching the video might give you a craving for pickle ice cream.

If you're a small business in the green sector, now might be a good time to go public.

If battery maker A123 is any indication, now is an excellent time for green companies to go public. A123 develops lithium-ion batteries for electric and hybrid cars, and on their first day of public trading, shares jumped 50 percent. According to the article, the managing director of venture fund CMEA Capital expects 2010 to be a good year for environmentally-friendly IPOs.

Read the article here.

The Internet in Plain English

Occasionally people will ask us how to explain the internet to their kids. As usual, Common Craft does a great job of taking a complex issue and making it easy to understand. Check it out -

Innovative Online Marketing Tactics Abound

 

Starbucks and Doritos both recently did some interesting promotions, using different technologies, both of which simply didn't exist just a few years ago.

Back in July, Starbucks ran a promotion on Facebook, to introduce their newly debuted ice cream flavors. Most Facebook users are familiar with Facebook Apps - not all of which are well-known for being conducive to productivity. Like the SuperPoke, for example, which enables users to send virtual high-fives, or throw virtual sheep at their Facebook friends. Starbucks, however, took things out of the virtual realm and gave participants the opportunity to send a coupon for a free pint of ice cream to a friend. 800 pints an hour, for a total of 280,000 pints of ice cream. I'd rather someone send me a coupon for a free pint of Java Chip Frappuccino, rather than having a e-sheep thrown at me, wouldn't you?

Doritos did things the other way around - they rewarded customers with online prizes. The idea was that you'd pick up a bag of chips, then head home, and the webcam on your computer would act as a scanner of sorts, enabling you to view a virtual concert in 3-D. Added bonuses like that might be just the thing to draw in customers who were about to go for the competitor's offering.

Check out the articles:
Doritos Bags Blink-182, Big Boi
Facebook Users Scoop Up Free Starbucks Ice Cream

New on the Web: AllVoices.com

According to their website, AllVoices.com is "an outlet for anyone to contribute news, videos, or photos from anywhere in the world, via computer or mobile device."

Of course, if anyone can post, there's the issue of credibility. AllVoices has addressed that in a unique way. This article from Reuters explains:

"Contributors are free to post almost anything. Credibility is rated by people who read postings and by the in-house algorithm, which is designed to help measure postings against traditional media and other sources."

Read the Reuters article

Visit AllVoices.com

E-Commerce Sales - Cautious Optimism

EMarketer estimates U.S. retail e-commerce sales (excluding travel) will total nearly $132 billion this year, down about 0.4% from 2008. Online sales are predicted to begin to rebound in 2010 and hit full stride in 2011. But only about 81% of online shoppers are online buyers. Consumers opt to buy online for convenience, price and a broad product selection, yet the online consumers who refrain from buying online often get hung up on security and privacy concerns or the inability to touch and feel products. Web retailers need to add new content and features to lower these hurdles.

To find out more about digital marketing and eMarketer's report "Retail E-Commerce Forecast: Cautious Optimism" click here.

Making Money on Facebook

There are a lot of cynics and skeptics out there who think Facebook is a great place for social networking, but not a great place to make money. One company in particular has proven them wrong, not by putting up mass-appeal banner ads, but by targeting extremely specific demographics and showing them products that they might actually want to buy.

That's how it's supposed to work, isn't it? Advertising isn't supposed to be a nuisance - annoying popup ads for products that you don't want don't do anybody any good. But if a friend of yours knows that you live in New York and like Ethopian food, and they let you know about a new restaurant you might be interested in, and even give you a coupon, that's a different story.

Facebook has a lot of info about a lot of people, and without going into privacy issues here, that's useful in terms of targeting ads. So they feel less like spam and more like suggestions that might actually be useful. And that's good for everyone.

Read the success story.

Twitter and Iran

There is certainly something unique about Twitter. A month ago, I would have told you that it's clearly changing the way that people communicate with each other. But I wouldn't have guessed that it would become a powerful tool that protesters in Iran and across the world would be using to fight tyranny and injustice.

I would have used a description I've heard elsewhere - that Twitter is like the status update feature on Facebook, without all the other features on Facebook. But as this Time article describes, Twitter is well-suited for the job:

"It's free, highly mobile, very personal and very quick. It's also built to spread, and fast."

And Twitter is broadcast. The messages are publicly viewable, as opposed to private emails, Facebook status updates or messages.

Makes me think of that quote about freedom of the press:

"The basis of our governments being the opinion of the people, the very first object should be to keep that right; and were it left to me to decide whether we should have a government without newspapers or newspapers without a government, I should not hesitate a moment to prefer the latter. But I should mean that every man should receive those papers and be capable of reading them."
    --Thomas Jefferson to Edward Carrington, 1787.

Most people refer to the part about choosing between newspapers and government. But read it again, this time with Twitter in mind.

The article on Time.com

A website with a Hunch... about you.

We found out about Hunch.com from this article in the LA Times, and we're intrigued.

If you've ever done any shopping on Amazon.com, you probably know that they offer suggestions with just about every product they sell. If you look at a baseball bat, they'll show you related items that other baseball bat browsers have looked at, that you might be interested in: items like gloves, baseballs, and maybe even trading cards.

That's a different kind of social application than websites like Facebook, Myspace, or Twitter. You're not communicating directly with the other people who are shopping for the same things you are, but those suggestions are coming from other users.

Hunch works in a similar way. It'll ask you questions, then compare your answers to the answers of other users... users like you. So when you ask it a question, like "What kind of dog should I buy?" - Hunch will tell you what kind of dog users like you prefer.

I've always liked the idea of suggesting related items. That's what the guy at the video store does: The better he gets to know the preferences of his customers, the more accurately he can suggest movies I'll like. Especially if he knows someone who has a very similar taste in movies to mine.

Hunch is like the video store guy with the perfect suggestion - but Hunch knows far more people, and knows much more about them than just what movies they like.

Check out the article and answer a few questions.

Managing Gen Y

Understanding your employees is essential to managing them successfully. Generation Y (also known as "Millennials" or "Echo Boomers") have different motivations and priorities than previous generations... as well as different preferences when it comes to communication in the workplace.

Learning is a huge priority. Gone are the days of working the same job for 30 years; now Gen Y'ers are looking for jobs that will give them experience they can use to get the next job down the line. Companies like Proctor & Gamble and General Electric have programs where employees can rotate through many departments - diversifying their skill sets. That's far more appealing than doing the same job for a year or two, and missing out on the opportunity to learn something new.

This BusinessWeek article might help shed some light on the subject - and it just might make your workplace a better place for everyone.

The web is going mobile.

According to a new report from eMarketer, there will be 134 million mobile internet users in 2013. That doesn't seem too surprising, living in a city like San Francisco where it seems that everyone's got an iPhone or Blackberry.

Apps are on the rise, too. First there was Apple's App Store, and now there are online storefronts to get apps for BlackBerry, Android, and others.

Interesting to see how technology is adapting to our lives, isn't it?

Internet traffic set to surge

By 2013, households on average will have 48 Internet-connected hours in a day, Cisco says. Smartphones and other mobile devices will be major contributors.

Also contributing to the increase in traffic will be "consumer hyperconnectivity" - streaming radio online, using a digital phone, recording shows on the DVR, and browsing the web simultaneously, for example.

Read more

Moms on the Web

A new report from emarketer.com has some interesting findings. Among the most savvy of all internet users? Moms.   

There are about 34 millions moms online, and they're one of the fastest-growing demographics.

Here's the full report.

Sell iPhone Apps, Sell your Company.

A new way to profit from writing software for the iPhone is emerging: Sell the applications, then sell your company.

Ca-ching.

Matt Murphy, a partner at venture capital firm Kleiner Perkins Caufield & Byers, manages a $100 million fund devoted solely to investing in start-ups creating apps for the iPhone.  The guys at UrbanSpoon we're recently acquired by the media group that owns ask.com and other properties.

Take a peek at the full article

Startups for Sale

Venture capitalists who invest in start-ups and recover their money by taking them public or selling them, say a flurry of dealmaking has begun.

Many expect more sales and spin-offs in the next few months as companies squeeze their assets for cash and reassess business strategies.  Read more

Ready to Finally understand Twitter? Lend me 143 seconds of your time

Thanks again to the talented peoples at Common Craft for the work.

Locate yourself a tasty smoothie

f'REAL!, the super-delicious smoothie+milkshake company, engaged Wheel Media to help with a range of design and marketing projects, the first being a fancy new store locator.  Most East-coasters know (and love) these shakes-- you pull 'em out of the freezer and whip them yourself using their fancy blender.  Most Wawa, CirlcleK or 7-Eleven's will oblige.

Your 'FREAL! confection is now easy to find thanks to the development of our fancy store locator.  For the technically curious, we used the Google Maps API on a .NET framework and MSSQL dB.  It's no simple coding exercise.

If you're in Philly a search will reveal 239 locations faster than you can say "I'll have a mint chip!"

Search here.

Still a straight-shooter

I wanted to share a quick story about a conversation I had with a prospective client yesterday.  Lend me your ears, I'll just be a minute.

We'll call her Nadine.  Nadine contacted me asking about search engine optimization services (SEO) for her SF Bay Area company.  She revealed that she had spoken to several companies and was more confused than ever, with technical terms and jargon flying around the pages of their proposals and her brain.

Awesome, I thought, because I understand how confusing and full of B.S. the SEO world is, with empty promises of #1 ranking and all order of trickery.  My approach to selling SEO is, well, not selling.  I suggested Nadine Google 3-4 terms and look for our client, right there on page 1.  Click the result and you can see "Site by Wheel Media" down in the bottom.  Finally, if you like, I can provide references and you can call these fine customers.

Pretty simple way to evaluate a SEO company, right?  Proven results you can see!  Hmm.  To Nadine, notsomuch:

Nadine:  "OK, yea, I see your client's website...but what about the robot text...dot txt file.  EVERYONE says they will change it?  Is that included with you?"

Me:  "We make a range of changes to your site and across the web to achieve our results..."

Nadine:  "And what about the links..or the anchors or something...?"

I felt the conversation slipping away, with Nadine caught in the dazzle of jargon instead of proof, but I was patient, explaining our methodology, educating her about the process, etc.  I shared our amazing offer of guaranteed results, where she doesn't pay the remaining fee until we have ranked in Google.  No slight of hand with technical terms (and excuses and apologies down-the-road,) just results.

Well, Nadine chose the snake oil.  I know I should have been more patient, but I truly wanted to believe that being totally honest and transparent would triumph.   Will I change my forthright approach?  Naw, I'm a consultant, not a salesman.

Nominations for Webby Awards Announced

The Webby is one of the few real* web design and marketing awards and the nominations for this year have just been released.  There are over a dozen categories, so I've provided just one for your perusal.  Find all of them here.

Not surprisingly, most nominees are the work of international ad agencies for big, big brands (...with big, big budgets.)  Also not surprising is the quality of the work-- most is right on target; a great fit for the audience and in some cases inventive, exploratory and fun.  Take a peek:

Best Visual Design

Design your own eco-car

Le Coq Sportif - Media Browser

Modernista! Website

NIKE ACG – Sweet Spots

WHITEvoid online portfolio

* Some (well, most) website "awards" are actually just advertising.  Pay a fee, win an award.  I know, it's sneaky.  We prefer to let our work speak for itself.

New "Hyperlocal" Online Websites: Can they help your business?

Saw this over the weekend:

If your local newspaper shuts down, what will take the place of its coverage? Perhaps a package of information about your neighborhood, or even your block, assembled by a computer.A number of Web start-up companies are creating so-called hyperlocal news sites that let people zoom in on what is happening closest to them, often without involving traditional journalists...

Now that the Yellow Pages are (nearly) dead and local newspapers seem to be in big trouble the question for small business is, where to advertise?

This article suggests that new websites that focus on the neighborhood-level will try and fill the gap, and my quick search of www.everyblock.com was very interesting.  There are plenty of ways to discuss the future of the local newspaper, but from an advertising perspective for the small/medium enterprise we're still years away from these sites being the best option.

The key is exposure and traffic.  An example:  If someone is looking for granite countertops for their kitchen in the San Francisco Bay Area, are they going to go to everyblock.com?  1 out of 100 sure, becuase they heard about the site.  The other 99 people are going to the search engines like Google and searching for "granite countertops in the bay area."  The search engines are where people go for answers, and if your site is on the first couple pages of the search, your phone will probably ring.

As information resorces on local neighborhoods, these sites are very cool.  read the full article here.

Newspapers moving to online-only? It's begun.

The Seattle Post-Intelligencer became one of the first major-metro daily newspapers to go to an online-only version a couple days ago.  I've been following the troubled fate of the print news industry for a while now so it's not a big shock (but still a bit hard to swallow.)

There are more "web-only" newspapers to come, so anyone who still relies on regular print advertising to make the phone ring should switch gears and consider a website.  A crisp, professional, well conceived and executed website.

Read More on the SPI >

Social Media is big, and will be relevant to your business, like, soon.

Social Media (everything from Facebook to Twitter to Yelp) is occupying the time of hundreds of millions of Americans.  Not just for kids anymore, the fastest growing group of Facebook users are over 40.

Our friends at the San Francisco research agency Netpop have released some interesting new data on social media usage:

•    The percent of time people spend communicating online has increased 18 percent since 2006, while time spent on entertainment had declined 29 percent.

•    105 million Americans contribute to social media.

•    7 million Americans are “heavy” social media contributors (6+ activities) who connect with 248 people on a ‘one to many’ basis in a typical week.

•    54 percent of micro-bloggers post or “tweet” daily.

If it's time for you to evaluate the role social media can play in your marketing strategy give us a ring.