Our Best Words Blog

A recent study shows that only 47% of companies use social media for marketing. The organizations that do use social media are happy with it. Among savvy social media users, Dell announced that it realized over $3 million in revenues from using Twitter alone. Other businesses report that their use of social media resulted in up to 800% more.

There are various excellent reasons to join the social media wave: lead generation, branding, customer loyalty, direct marketing and e-commerce are just a few…..

Make sure to formulate a social media policy, select the social media that fit your company and maintain them.

There are quite a few options to choose from – so select what fits your organization’s needs best:

  • Business profile on Twitter, LinkedIn and Facebook
    Start yourbusiness profile with a business account using your company logo as your picture (avatar). Unless you are your own brand (e.g., lawyer, artist, photographer, etc.), it’s wise to stay away from using your own headshot. Avoid mixing personal and business profiles or messages at all times.
  • Develop a marketing strategy specific to this media
    Avoid usingthe same message on Twitter that you developed for email blasts and postcard blitzes. The reason is simple: social media demands two-way communication. By nature, outbound media such as emails are one-way. Make sure to keep tabs on your viral marketing campaign; find out where your message will end up (and how!)
  • Start social networking with peers
    LinkedIn, Yammer and Facebook are great ways for P2P communications. Use them to leverage your networks to invite peers to attend your tradeshow, convention, or webinar. It’s also a great way to find out what other people are doing, and are excited about. Don’t forget: your peers love to share what they know!
  • Experiment with social media tools
    Use basic platforms like Twitter and Facebook and figure out all the features. Also use YouTube for video sharing, and Blogger and WordPress for blogging. They all add a human element to your business or service.
  • Proactively learn from the experts
    Sign up for a few free Webinars to get valuable advice. There are lots of free resources available on the Internet; all that is required is your investment in time!
  • Define relevant metrics and measure
    Organizations need some baseline measurements for checking your efforts; otherwise you will never know if you are making progress. You need to measure and learn what works for your organization and at what cost.

If used correctly, social media marketing can improve your business with new leads. It can bring traffic to your website and create buzz for your product or brand. It can also create inbound links to increase SEO ranking, and improve loyalty and trust with customers.

clip_image001Ever heard of the Ebbinghaus Effect? Quite likely not. However, Ebbinghaus Curve of Forgetting is an essential tool whenever you are developing integrated marketing strategies or want to create messages with impact.

In order to know how effective your strategy or message will be, you need to understand the implications of the Ebbinghaus Curve of Forgetting.

Hermann Ebbinghaus received his doctor of philosophy degree in Germany in 1873 at the age of 23. While teaching at the University of Berlin, he pioneered research about human memory. In 1885, he published “Ebbinghaus’ Curve of Forgetting” showing that a given piece of learning is forgotten by more than half its audience in one hour. The share of the audience that retains the message is reduced to 33.7 percent after one day, to 27.8 percent after two days, and to 21.1 percent after 31 days.

Percentages apart, this fundamental research is the basis for two concepts that make marketing communications more focused, efficient and effective.

The first concept is reach and frequency.
In order to create awareness of a brand, you need a combination of reach (who is our target audience) and frequency (how often does your target audience need to be exposed to the same message).

But there are two major restraining factors: time and budget.
It takes a few weeks (for a known product) or months (for a new product) to stay on the radar of the target audience. Supporting a strategic mix of media requires a substantial budget with no ironclad guarantee of success.

The second concept is integrated messaging.
If the publications are perceived as different, the memory stores it as new messages of different products or brands each time. As a result, the marketer starts from scratch which each medium.

How can marketers avoid the Ebbinghaus Effect? By implementing an integrated marketing and communications campaign:

1) Define target audience
2) Carefully formulate the message
3) Choose appropriate media communications channel(s)
4) Communicate the message with sufficient frequency
5) Make sure to integrate the look, feel and messaging of all communications
6) Work within time and budget restrains
7) Use strong stimuli to support the recollection of the message
8 ) Check the short and long term recollection of the message

Done successfully, a company or brand can be in its audience’s memory for years, even generations. Levi’s and Coca-Cola are perfect examples.