Category Archives: Social Media Marketing

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Marketing Resource Promotions

A 7-minute read.

You should watch this (1-1/2 min) video. The rest of this article is about how it actually works as a subscriber. At the end we give links to both register and/or request a free trial from water-resource.org

Embedded and streamed video (AWS, Videojs, Ricalsin) avoids the distractions on YouTube.

Online Social Marketing Frustration

On Social Networking sites, promoting your business is an act worthy of being banned. In fact, before you are allowed into an online social group you need to agree to their code of conduct which most often spells out a ‘no business promotion’ clause. If your topic is not a group but a hashtag you’ll get the same treatment – blocked.

We all know why this happened to become the norm. Too many unorthodox, uncooth people out there who never realized that stepping on an online topic theme with a business poster was not going to create admirers or win them any business.

But the (offline) tradition of socially networking with people and graciously, patiently building relationships that would eventually lead to business is a proven method for nurturing a small business into profitability. Taking that ability away from the online social community hurts their participation and the small local business owner who would rather spend any free time in a venue where their business has the potential to benefit from their social connections.

It Can Be Done

Our web tool can do this for you. It is new (2019) and designed specifically to expose your business in a subtle but clear way whenever you share a social media post or tweet.

The benefits of engaging in a social topic – whether in a Facebook group or a hashtag somewhere – has the benefit of emotionally connecting yourself to a group of people. That emotional connection can bring business to your company. You can read more about how that works with some examples of success and how the Harvard Business Review conducted (another) survey which confirmed ’emotional connections’ as the most powerful way to grow your business, yet again.

How It Looks

A Facebook post by me using a ‘plumber account’ named ‘Louie’s Plumbing’ with a phone of 760-304-2095 on Water Resource. The FB Group is passionate about trying to solve a growing homeless problem in their community.

Above, is a post that grew in comments and likes just like any relevant post would do, often staying at the top of the thread for well over a week. You can see that even before clicking to view the video, members could see it was ‘Shared by: Louie’s Plumbing’ and my phone number.

Above, when clicking on the video link, the user would see the water-resource.org map self-navigate to the city where this conversation is taking place; Oceanside, CA. This adds a feeling of locality to the post – it’s going to their home town. Up in the header is my ‘Louie’s Plumbing’ company, phone, email and my ‘Special Offer Here’ button which I customized and under which has a special offer for the user if they click on it.

Above, the video they clicked on is displayed in an overlay. The overlay can be sized however I want and the map behind it can be exposed to show their city too – but in this case I made the overlay wider to fit more of my text next to the video. Water Resource gives you a right/left/center template for the video and text in one click. The yellow circle highlights my mouse cursor which itself is hovering over a button that has turned brighter than usual to capture the user’s attention – it’s nearly impossible to close out the browser window without hitting it. When the button is hovered the text changes from ‘Special Offer Here’ to ‘Kitchen Remodels’ – both of which I can customize.

Above, if the user clicks on the button they get a dialog box over the top of the video that brought them here. This ‘offer’ box can be customized and the editing toolbar (hidden) gives the ability to position and resize the image as well as the font which can also have it’s color changed. The ‘Click/Tap For Special’ button that now shows in the header is just to give an idea of what you can do.

Above, after the user closes the ‘offer’ box they are back to the ‘social’ video that was shared. But there is still another subtle promotion waiting for them when they go to close out the social video dialog box.

When the user’s mouse hovers over the social (video) dialog ‘X’ the content shifts to reveal more info about your company. This cannot be customized by you but the ‘Cities’ that are listed (in this case Del Mar, Oceanside and Vista) are the ones you have subscribed to on Water Resource. Another link to your company website is given along with your email in the top right of the dialog – your phone is again listed in the top left of the dialog.

Above, if the user wants to know more about this website they will likely go to the ‘Contact Us’ link that is always in the header.

Above, is what they see on the Contact Us page. This will be all of your information. Any ‘share’ links on our domains will have the url identification that identifies you, so the share button will always be promoting you. Also, all of the links that point back to your website are adding SEO for you. And if you don’t have a website, you can use our domains as your website by simply adding your identification into the URL whenever you share or advertise a link for your business. Everything a good website should promote for your business is promoted here.

Our top-level domains are .ORG because we do not sell anything other than you. You are our customer. Period.

Timing And Rate

Typically, marketing is thought of in terms of mass mailings, or mass emails. That is when you need to essentially bombard people with your marketing campaign so as to build familiarity – which is trust (an emotion) – with your brand.

Ad campaigns are one form of marketing and there is no need to discredit that approach. On Facebook you can target about 5K impressions for as little as $30. That’s nice! Keep in mind, those impressions are not tied to any social ’emotional connection’ created by interacting with a local group over a passionate topic. Ad campaigns will never be able to do that because a computer cannot (so far) engage in a conversation with a human. That $30 ad expense will promote one ‘ad’ you have created. Thirty dollars can also buy you a monthly subscription to a resource dot org city of over 100K people and you can engage an unlimited number of Facebook groups or Twitter hashtags an unlimited number of times with unique content every time.

Our tests have shown that good quality social networking threads have a much slower posting pace – maybe 1 to 3 posts a day plus comments. A good post from you can stay towards the top of the thread for a week or more. Before our tool there was never enough reason to spend time making such a thoughtful post because there was no economic return value to be gained. Many of these groups have well over a 1,000 members and when one member likes something it goes out to their timeline and friends as well – which can lead to thousands of views! Most of which are within the same local area where you seek to perform your service.

As we know, people usually don’t ‘like’ a business ad, but they will ‘like’ a thoughtful, relevant post from you as it pertains to a group or hashtag topical thread. And that ‘like’ is promoting your info in both the timeline and on your page on our domain(s).

You can turn the time you already spend on social media into a time of marketing your business simply by running your posts through our web tool interface in order to get the results you see in the images above.

Groups and hashtags that allow uncontrolled content which spawns rapid posts are not where you want to be because there is no emotional content that people are passionate about at that pace.

Now that you know that your post on a social media site has the potential to profit your business you can take the time to find interesting content and make your post memorable to your community. They will love you for the contribution and thoughtfulness. Your business will love the attention too.

Summary

The fact that nearly all business promotions are prohibited on social networking sites means your use of our tool to market your business will give you a distinct advantage and visibility to whatever and however many local online groups you target.

More Info

Sign-up on Water-Resource.org : 18-minute how-to tutorial

Marketing: Connecting Emotionally On Social Media : 1-1/2 minute video

Create a vendor account : on Water-Resource.Org

Request a free trial : From the Water Resource Webmaster


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Nike’s Emotional Connection

A 7 minute read.

It is debatable as to whether or not Nike actually knew what they were doing when they did it. The ‘Just Do It’ campaign took the company from a USA sport shoe market share of 18% to just under 50% over a 10-year period. A 3% market gain every year for 10 straight years.

Here is a good quote from the Harvard Business Review which did a study on the subject of business development (in 2016, some 36 years after Nike began to make it work in 1980) ref :

Our research across hundreds of brands in dozens of categories shows that the most effective way to maximize customer value is to move beyond mere customer satisfaction and connect with customers at an emotional level – tapping into their fundamental motivations and fulfilling their deep, often unspoken emotional needs

Apparently, as humans, we’re slow to get our mind around this subject. Harvard’s study documents how most companies still do not employ this incredibly successful marketing strategy with a proven and well-documented history. “Ouch!” Don’t feel bad if it seems a bit hazy to you.

Applying ‘Just Do It’ To Social Media

How ‘Just Do It’ works is easier to understand if you start with something less obscure. Let’s say you need a plumber for your home. Here’s the ‘linear’ progression of your ’emotional’ decision making process:

  1. Your family plumber gets the nod – so long as they are close enough and not a total loser.
  2. Next, your relative – with the same conditions.
  3. After family, you might choose a neighbor. Why? Because you share the same neighborhood so there’s a feeling of commonality and that breeds trust.
  4. Maybe before the neighbor you might have chosen a member of your church or other community group – for the same reasons.
  5. Now we begin to get more ethereal in our reasoning. Ever wonder why so many ‘home services’ companies have pictures of babies on their marketing images? Babies conjure up the trust emotion that’s embedded into parents – and parents are usually homeowners and homeowners are the ones who need plumbers.

‘Just Do It’ appeals to many people who want to stay or get into some kind of physical health through exercise – and those people buy sport shoes. It may not seem like much of a connection, but when a person is looking at a wall of sport shoes in the shoe store – it’s just enough. You don’t have to take my word for it, Nike proved it. 5 years into their ‘Just Do It’ campaign they had enough momentum to sign Michael Jordan.

Take a plumber example. They have a wall of competition too. Google and Bing maps list all the local plumbers in a row. How does a plumber make an ’emotional connection’ that will beat the image of a baby?

An ’emotional connection’ does not have to be about plumbing, water or even shoes. It is a feeling of commonality. A shared interest. A shared belief. ‘Just Do It’ is a generic statement that resonates with a certain (targeted) group of people. Nike made a pretty modest leap when they assumed that people into exercise would connect with their marketing phrase – and buy their exercise shoes.

New Opportunity That Requires No Faith

Social Media has opened the floodgates of ’emotional understanding’ as to what lies behind closed doors. Business owners of all types can now have an ’emotionally rich’ target environment for their products and services. You can now ‘connect’ with people over a shared passion and that ’emotional connection’ will be enough to tip the decision making process in your direction. How do you know there is a connection to be made? Watch how fast you get banned from a Facebook group if you break the topic thread by posting a business promotion! The more passionate the group the faster the ban time.

You may not have a plumber in your family or on your (offline) community block, but what if you have one in your (online) community that you love? Some could argue that the emotional connection established online could exceed that of a family member – it would depend on the level of passion in the (online) group. Due to historical success (Nike) and present day studies (Harvard Business Review [HBR]), it requires no faith to believe that an (online) connection via Social Media could be a positive catalyst to bring a decision making process towards you and your business.

The Online Roadblock

As the world’s largest social networking site, you can only imagine the abuse that Facebook must be trying to contain. In order to protect its members Facebook has instituted some measures like these:

  • Facebook makes it very tough to establish a second ‘business’ profile, they want your business to be a page ‘under’ your profile. This is designed to circumvent abuse through anonymity.
  • You cannot respond within Facebook groups as a business. Again, trying to stop random, fictitious identities which enables people to commit abusive conduct.

Unfortunately, these steps limit the ability of local business owners to connect socially within FB groups while subtly letting the members come to know your business.

Resistance to this type of connection also comes naturally, with no motivation by Facebook at all. Group admins and users alike do not like business postings on their group topic and are quick to ban people who make this infringement. Typically, acceptance of a ‘no business promotion’ code of conduct is a requirement in order to join the group.

To open the door for social networking to include a natural, graceful discovery of a person’s business in a manner similar to how it exists in the real world, these hurdles need to be overcome. Not just on Facebook. These hurdles exist on every social networking site.

The Less-Expensive Advertising Budget

First, it is important to say that one legitimate avenue of business promotion is to implement an effective advertising campaign targeted to your prospective customers. Facebook provides excellent tools in order to advertise your business, probably the best we have ever seen. It generates unsolicited posts – outside of groups – on FB profile news feeds based on your advertising criteria. Perfect. The high volume of impressions that can be aimed at your specific target audience will have the impact of raising an emotional connection through pure, repetitive exposure of your brand. This is how traditional advertising works in the real world too. The better you are at creating a feeling of emotional connectivity in your ad campaign the better your results will be – based on the same proven results mentioned earlier.

There is also a less-expensive and even more ’emotional’ method of making your business known to your target audience. Using the web tool built into all of our domains – like <a href=”https://water-resource.org”>water-resource.org</a> – you can share videos and images into your topical post and keep to the topic thread – just like normal. Even better than normal because you do not have to upload any content or share a link to someone else’s domain. Best of all, you can let our web tool do your business promotion for you. Your company name and phone are listed in the actual timeline where you made your socially poignant post. So the group will know about your feelings and passions – AND, they will know about your business even before they click on the link to your video or image.

If they click on your post, they will come to your landing page with us where every page header as well as the ‘Contact Us’ page itself will be all about your company. If anyone shares your post they will see the same. And even better than better but not quite best of all is that you can customize our site’s display of your company per social post that you create. You can even place special notices and offers ‘under-the-hood’ of each of your social posts where it can be found in the page header. All mobile friendly. Even text message friendly.

All your posts are saved for reuse, because some posts are pertinent to more than one group or hashtag. Just target a group or hashtag where you are comfortable to contribute and make the natural, authentic connection that lives inside you – and leave the business promotion details to us. And if a family member / employee / friend is willing to help then let them use your sub-account and let their interests ‘connect’ for your business as well.

With all that, the only real question left is probably ‘how easy is it to do’? Extremely. We know that to win a business mind over you have to address the time spent – because you are calculating the cost per second (aren’t you?).

These features are implemented on all social networking sites. You can even get benefits on the social micro blog of Twitter, because nobody wants to see a business promo on a hashtag either – some of those are critical in nature (fire, storms) and that’s no place to be sending a selfie.

It’s all good. See these links below for more information, in both blog and video format.

More Info

Solving Facebook and Twitters Biggest Problem : A 6-minute read.

Marketing an ‘Emotional Connection’ On Social Media : 1:30 minute video

How To Create Social Messages and Offers : 18 minute video


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