Franchisee & social media - important but how to use?

Social media is crucial for business nowadays. We all know that.
The question is... Do you know how to use it for business purpose?

FranchiseBusiness.com conducted the survey of 600 prospective franchisee during August and September 2012. The result that has been revealed after the survey is not surprising.

• Almost 90% sees social media as a very helpful tool in doing business.
• BUT 4 out of 5 of survey participants have no experience in social media.

Fernandes, Sales manager for FrandchiseBusiness.com.au said: “There seems to be a gap between the expectations of online strategies and what they can do for business and the skill sets people actually have when it comes to using online strategies and tactics for business.”

(source: http://www.bandt.com.au/news/digital/franchisees-praise-social-media-but-don-t-know-how)

The survey also shows that most of the franchisees want to manage their own website and social media. However, with the fact that most of them don't know how to manage a website and social media platforms, How are they going to succeed?

This reminds me once again to my previous blog post that I talked about 'Social media bandwagon.' Businesses just decide to jump into those social media platforms without knowing exactly what to do with them. At the end, they might end up like those inactive fan page on facebook or twitter account that have only few followers, etc.

Social media is not 'social' without 'interaction' and 'engagement'

The first step that they should do is... to think of the purpose of having these platforms. 

In my opinion, I'm actually not quite sure why franchisee needs their own website or their own social media profiles. However, this might depend on the industry that they're operating and as time goes by, there might be new online strategies and tactics for business to use.

For example, I would never think that every McDonald's should have their own facebook profiles until I heard of Pickle club, which is the profile for McDonald's that started from the Malvern East branch and has expanded into other branches under the Kellyco group (within few years, they have expanded it into 9 locations!). Pickle club is clear in the point of differentiation/ the purpose of doing it (offering special deal but customers need to check for the codeword on facebook each day - create interaction and engagement) and the main target, which is Monash University (Caulfield campus) students.

Unless they're clear of what they're doing on the social media platform and know how to differentiate themselves, I actually don't agree that they need their own profile for each franchise branch. Who would ever want the profile for every 7-11 in Melbourne if their offerings and promotions are all the same? Just one is enough.

Few tips to increase page-load time

Last post: Why should you care if your website takes longer to load?

This post: How to increase page-load time!

This blog post actually is a continuing part from my last post, which is also included from the blog article I wrote for Pixel Light.

There are many available tools or services out there to help you hasten your page-load time. BUT before you skip to that stage, it’s important to check the current speed of your page first, as this will help you measure the improvement of the page-load time. 

Some tools that can be used for checking the current speed are Web Page Test (check the speed of the website across different browsers), Page Speed (Firefox add-on that determines the speed and suggests the solutions for the particular issues), etc. After assessing the current speed of the page, here are some tips that will optimise the page-load time.

Optimise and compress the images – Different file format is suitable for different types of images. Using inappropriate file format can affect the size of the image, which in turn affects the speed of the page. The ideal choice would be using GIF for few-colour images like logos, JPEG for detailed colourful images, and PNG for high quality transparent images. Compressing the images can also be done by specifying image dimensions and avoiding the use of huge images.

Minimise the number of HTTP requests – The more you put on your website including CSS files, widgets, images and interactive media, the longer time it takes to download your website. Therefore, the key answer here is to remove whatever you think it is not necessary to display on your website.

Utilise and optimise caching – When the files are saved in the browsers, the HTTP caching calls the local files from the browsers every time the website is open. Therefore, this reduces the page load time especially to the frequent visitors.

To read the full article that I wrote for the company, please follow the link: http://www.pixellight.com.au/blog/catch-them-they-are-gone

Why should you care that it takes longer to download your website?

Don't lose your customers, just because they can't wait for your site to load!

As I have been interning at Pixel Light, a digital strategy agency, I got a chance to write one blog for them about how the heavy graphics and multimedia on the website nowadays affect the page-load time, which in turn, also affect the level of click-through rate as well as conversion rate. 

Online commerce businesses could lose around $4 billion a year just because their potential customers cannot wait for the website to load. Compared to what it did in the past, many consumer websites now take up to 20% longer to download! 

Why should your company care? Here are more reasons to give you a hint!

Google’s search ranking – In 2011, Google has included page speed in their search ranking algorithms. Therefore, if your page takes long time to download, this will affect AdWords Landing Page quality and the overall SEO performance – In other word, there is less likely for your page to appear on the top search result, which refers to less awareness, fewer potential visitors and less potential sales.

Visitors’ experience – One second of delay can lead to fewer page views (11%), lower satisfaction (16%), and lower conversion rates (7%). In fact, 2 second is the time that almost 50% of visitors expect the page to finish downloading.

Company’s sales and bottom line – If your potential customers lose their patience while waiting for the page to download, three-fourth of them are less likely to visit the page again and around 45% of them will tell their friends about their bad experience. Hence, this affects the company’s sales, bottom line as well as page’s popularity not only in the short term, but also in the long term.

If you're interested to read the full article, you can read it from the following link that I wrote for the company:  http://www.pixellight.com.au/blog/catch-them-they-are-gone


Have you ever closed the website before they finish downloading?
OR.... Does it depend on what the website is about?
(For university's website, surely, you can wait for it to load if you need to submit your assignment online!)

12 Reasons behind your FAILED SEO Strategy.

If your SEO (Search Engine Optimisation) strategy is failing, don't blame the luck or any other uncontrollable factors.
These are 12 potential reasons why your SEO strategy is failing. Have a look and think it throughly.

1.  Outdated tactics
Google's algorithms are not always the same everyday. Google could change it anytime without warning and that might turn your website down from ranking as a top search result to not even ranking on the first page. Therefore, it is recommended to regularly check or test your strategy before it is at risk of being out of the game.

2. Poor-content website
Your website needs these 3 factors in order to get attention from potential visitors as well as Google's attention:

• High-quality content
• Good social media presence
• User engagement

If not, your website sucks.

3. No tracking tools used

Analytics and goal tracking tools can tell you what doesn't work with your website, what you have done wrong, how your performance is at the moment and so forth. Therefore, if you never use analytics or goal tracking tools with your website, it is no doubt why your website failed.

4. Too competitive industry
It depends on what kind of environment you're in. If it is the industry that has many popular brand names, it is surely difficult to rank on the first search result. However, you can consider using content marketing or social media marketing to assist you with this issue.

5. Too narrow keyword
If you focus on too narrow keyword, this will limit your potential audience pool.
Therefore, you should broaden your keyword a little bit more to increase the potential reach and the volume of traffic to your site.

6. Wrong target keyword
If you were your potential customers, what word would you put on a search engine?
You need to understand them and think like them in order to be able to target them. If you use the wrong target keyword, your site will never reach your potential customers, as the website being positioned at the wrong place.
Therefore, it is important to check the keywords if they have a search volume and relevant to your site before you start targeting it for your campaign.

7. Wrong links
You need to ensure that the link that you use is high-quality and natural-looking link.
If not, once again, FAILED.

8. Over-optimising your anchor text
The ideal is to use SEO keywords less than 50% of your anchor text as well as to use various keywords. This is to avoid your site and campaign from being accused as being manipulated by search engines.

9. Not understand target audience
This point links back to what I explained at number 6 'wrong target keyword.' You need to understand your target audiences in order to target them properly and effectively.

10. No social media used
One of the main Google's algorithms is 'social shares.' Therefore, if you don't use social media, you miss out a very big opportunity!

11. Take customers for granted.
Customers are actually your invaluable resources. They engage with your site and with your other potential customers. They spread word of mouth and could give a very good suggestion that you could use to improve your SEO strategy.
Therefore, Listen to them and act responsive.

12. Giving up too fast
You cannot expect to see the result instantly. Everything takes time to see the successful story.


To succeed with your SEO strategy, I would conclude from these 12 reasons that you need to understand your target customers and effectively target them by offering high-quality content and engagement on your site. While doing this, you need to regularly check and test your strategy and adjust it from time to time. Lastly, don't give up just because you cannot see the result in the timeframe that you expect.


Source: http://www.singlegrain.com/blog/12-reasons-your-seo-strategy-is-failing/

Andes Beer: Teletransporter - Ad that goes viral

You cannot create 'viral ad.'

You can only create an ad... and if you're lucky, your ad goes viral

This blog's topic shows an example of the ad that goes viral, which in this case is a very creative and innovative Beer's ad campaign.

(and actually some people said 'this deserves a Nobel prize... for PEACE!')

The story started with the leader beer in the Andina Region of Argentina, known as " Andes Beer." The brand said it understands what men need and finds a solution for them, which is "Teletransporter."

After watching this video, you would have no doubt why this ad goes viral!

With over 750,000 views and over 2,200 likes, these show an obvious good result for Andes Beer.

However, in order to justified if the ad was successful or not, it would depend on the objectives of Andes Beer - if they want to increase brand awareness, increase sales or they actually aim for something else.

If this ad's objective was to increase sales, the fact that this ad being heard in other regions like Asia or Australia would not mean anything to Andes Beer. 

What do you think of this ad campaign?

What is the purpose of the ad?

"Communitychannel" - How does Natalie Tran do it?

What does "youtube" mean to you?

For most people, it would be the place you go for watching free video online;

for some people, it would be the place where you can get your name out there and grab a chance to be famous. (well, the most well known from this case would be Justin Bieber or Michelle Phan)

OR it can be both!

People who make video and get famous on youtube can be called as a 'youtube celebrity' such as Ryan Higa ("Nigahiga"), Janice & Sonia ("Jayeslee"), Sam Tsui and Kurt Schnieder and so forth. However, it is not easy to gain fans and subscriptions and be popular in the online world. 

Therefore, in this blog post, we are going to carefully look at how they do it. Today's blog post focuses on Natalie Tran ("communitychannel") - the channel that get the most subscription in Australia.

How does she do it?

How does she differentiate herself from others?

The first question that you should ask is... Why do so many people go and watch her video?

- Entertainment - yes.

- Short & Concise - yes.

- She's Asian and she's pretty - maybe?

What else?

What I can see clearly that differentiate her from the rest of youtube celebrities is... 'ENGAGING', as you can see that at the end of the video, she always attaches some of the comments from her last video and reply them. Therefore, this creates more motivation for her fans to look forward to her next video (to see if their comments will be put up on the next video or not). 

However, this technique does not apply to every case. If you have enough fan based, this might be a good idea to create more conversation, interaction between you and your fans.


If you subscribed to any user-generated channel, Feel free to share it on the comment box below :)
and it would great if you share with us... why did you decide to subscribe them?

"GANGNAM Style" - Global Takeover!

T-Pain and Katy Perry mentioned about it on her twitter!

It beats Justin Bieber on U.S. iTunes MV Chart for the first place!

It has been featured on CNN, WSJ, and other foreign TV News Channels!

Youtube has heaps of parody/dance cover/ etc. about it!

It also appears on 9GAG!

So... What is "Gangnam Style"!!?

"Gangnam Style" is a Korean song by Psy. However, this song is not only popular in Korea or Asian countries, but all over the world!

Within only a month (since July 15), the Psy's "Gangnam Style" music video on Youtube has got over 46 million hits! Statistics show that only 50% of them were from Asia, followed by 26% from North America, 16% from Europe and the rest of them from South America and Oceania. 

The question here is... What makes this song and horse-riding dance so popular? (regardless of the fact that half of the audiences do not understand Korean or meaning of the song)

• Psy's unique appearance - not like other typical Korean boy bands/ girl groups.
• The comical dance - It's funny! Any reason not to love it!?
• The electronic beats - which is the hottest genre in North America and Europe at the moment
• Social Networking sites (Youtube, Facebook, Twitter) - That's why people around the world know about this!

YG Entertainment, the company that Psy belongs to, also gives a credit to the company office in New York for spreading this "Gangnam Style" viral movement. A music critic mentioned, 'If the YG Entertainment staff in New York didn't have the experience dealing with America new media, Psy's music video may not have become famous as it is now."

• Parody version - Pony & Gangnam Style

• Nelly Furtado & Gangnam Style at a concert in Philippines

and meanwhile we read this post, Psy is actually in the United States to meet Justin Bieber and Carly Rae Japson for a remake collaboration of "Gangnam Style."

Credit:

- http://www.kpopstarz.com/articles/12843/20120819/psy-gangnam-style-global-takeover-k-pop.htm

- http://www.upi.com/blog/2012/08/21/Gangnam-Style-South-Korean-rapper-PSY-shows-off-K-pop-swagger/2641345559079/

Social Media Bandwagon

Does your company really need social media?


Yesterday I went to a marketing event called 'LET'S GET DIGITAL,' which was arranged by MMSS. The event got a few speakers to come and give a presentation; however, this blog I am going to focus on 'Social Media Bandwagon,' an interesting point that Josh Strawczynski, the account director of Pixel Light, raised during his presentation.

Of course! we all know that social media is a trend and there are lots of advantages from doing social media, as we can see many examples from all the BIG brand names. However, it does not mean that you just go register for a twitter account, youtube channel or create a facebook fan page, then it is all done. (we, marketers, wish that it would be simple as that).

Before any brand decides to jump into any social media channels, there are few questions that the brand should ask themselves first:

• What their key performance indicators (KPI) are
• Why you need to do it
• How it fits to marketing mix
• How much the budget will be given to social media

By the word 'social media', if you don't know how to 'connect' with the customers, do not bother wasting your time and resources into this type of trend. There is no such thing like 'one size fits all' answer. Therefore, it is possible that social media is unnecessary for your company/industry (for example, photo frame industry << how could you connect yourself with customer online?)

One question that Josh asked and answered on that night was... Is social media important?

The answer:

• Small business  >>  RARELY
• Medium business >> MAYBE
• Large business >> PROBABLY

Therefore,

Don't do it because you think that it's free!

Don't do it because some other people do it! 

Don't do it if you don't know what the purpose is!

Because at the end you will get NOTHING from there.

AIBA - How should you respond to Thai people's anger?

NEGATIVE POSTS on your brand's facebook?
There are many ways to respond - replying the post; waiting for your fans to come and protect your brand; or...
The most suggested solution might be... to not response and leave it until that negative post being pushed down through the timeline.

BUT!!

What if there are HUNDREDS or THOUSANDS of negative comments!!?


London Olympic 2012 was over, but the anger of Thai people towards AIBA with an injustice judgement is still on the flame. From the final boxing match, it is obvious that Thai would get the gold medal in this Olympic boxing competition; however, the winner at the end turned to be Chinese boxer, while people who watched the match were suspicious of Olympic scoring.

News from the Age "Boos ring round as another controversial decision mars Olympic boxing competition": http://www.theage.com.au/olympics/news-london-2012/boos-ring-round-as-another-controversial-decision-mars-olympic-boxing-competition-20120812-2429v.html?fb_action_ids=10152012286345246&fb_action_types=og.recommends&fb_source=timeline_og&action_object_map=%7B%2210152012286345246%22%3A10151161467086499%7D&action_type_map=%7B%2210152012286345246%22%3A%22og.recommends%22%7D&action_ref_map=%5B%5D

After the match was end, people who watched the final match (not only Thai people) have criticized AIBA (International Boxing Association) in many forms and many channels (Facebook, Youtube, Twitter, ...) - putting it on their facebook status, sharing the photo as well as the video.

From Twitter

This photo has been shared through facebook over 1000 times 

The number of comments criticizing AIBA on AIBA's facebook page has increased more and more. However, none of them get any responses (both those written in Thai and English)

AIBA's facebook page: http://www.facebook.com/AIBA.Boxing

Until 12/8/2012, the page called 'Anti-AIBA: Thai victory has been stolen' was set up - and within 3 days (15/8/2012), the page has over 18,000 likes!

Anti-AIBA's facebook page: http://www.facebook.com/AntiAibaThaiVictoryHasBeenStolen

All the negative perspective are spreading around social media channels and No one can stop them!
How should AIBA respond to this situation?
Should they IGNORE or RESPOND?

In my opinion, although they want to respond, how should they respond!?

Feel free to discuss and contribute!

What is Google Buzz?

Social media is a trend,
BUT there is no guarantee that all of them would succeed.

To start this brand new blog, 'Social media + Marketing', I would like to show you a youtube video that my friend and I made few years ago (2010), when we took the unit MKF3881: Electronic marketing at Monash University. The aim of the video is "to show how a specific online social media tool can be used by marketers to create customer value." In this case, we chose 'Google Buzz.'

'Google Buzz' was launched in February 2010, but then was discontinued in December 2011.

Obviously, there are many social media channels coming up from time to time... Facebook, Youtube, Twitter, LinkedIn, Pinterest, Instagram, you name it. However, there is no guarantee that every social media tools would succeed. When my friend and I made this video back in 2010, we discussed if Google Buzz would be able to compete with other social media tools like Facebook and Twitter. The answer is obvious now, 'NO.'

Why? Although social media is a trend, people would choose only a few channels to focus on, not go for every channels that the world will offer! Then, what is the criteria in choosing what channel to use?

1. FRIENDS: As the main purpose of social media is about connecting and creating interaction/conversation, there is no point having a Google Buzz account without friends or few friends, while most of their friends are on Facebook.

2. Point of Difference: If you cannot clearly differentiate yourself with others, no one would notice you. They would go for those that are well known in the industry. Talking about 'Brand', this does not apply to only social media aspects, but 'marketing' in general!


What about Google+ that was launched in June 2011?
In my opinion, Google+ is still not that active or 'social.' Facebook is still the number 1 in the industry.
Is Google+ goint to end up like Google Buzz in the future?

Feel free to discuss and share your opinion.

Credit:
- http://en.wikipedia.org/wiki/Google_Buzz
- http://en.wikipedia.org/wiki/Google%2B