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Archive for the ‘Web 2.0’ Category

Did You Google Your Name Today?

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Do you believe in personal branding? No? I bet you believe in SEO then.

I’m sure you’ve already tried to Google your name before. We’ve all done it, even back in the day when Google was not even a verb yet (by the way, Google is a teenager now, happy 13th!) It’s funny how things change. At the old days when social media was not around, you would only rank if you had a personal website. Then, not long after, everyone who had a blog with decent amount of views or a very distinguish name, would also rank. Those days are now over…

Ok. My name is easy. It’s Cristina (no, not cHristina). And even though I’m Brazilian, most of my accounts are set to English. So not many CRistinas around. My point is, I’ve got results that were actually me in every single link of the first page (and the second, but I don’t think there are any reasons to brag… nowadays with social media that’s incredibly easy!).

So here’s what I searched for: Cristina Dresch
And here’s what I’ve got:

  1. Twitter – I liked this one!
  2. Facebook – who cares? My friends won’t Google my name to find me on FB
  3. Facebook – who cares? My friends won’t Google my name to find me on FB
  4. Blog from work – my welcome post, from my previous job, ooops!
  5. Google profile – wouldn’t you expect this to be in the 1st position? a bit ironic ;)
  6. Econsultancy’s membership – which recently expired
  7. Quora – does anyone still use Quora?
  8. Awesomize – which btw I’ve got to delete, I don’t actually use this
  9. Meetup – this one is ok I guess

I will confess, while going through my results I had to update at least 4 profiles. It’s been a month since I started in my new job, and as you would expect (or not!) I didn’t update most of my bios.

My question here is – Do I really want these results to be there? Where is my precious blog? My Linkedin profile? My about.me page? My tumblr? The interesting stuff is simply not there. And that freaks me out a bit.

Did you Google your name today? The results also freak you out a bit?

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Written by Cristina Dresch

September 27, 2011 at 9:36 PM

Posted in SEO, Social, Web 2.0

Social Media Cycle

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Funny to stop and think about how Social Media evolved from a couple of years til now.

What is Social Media?

Back when I did my thesis in my Bachelors degree in 2009, about the New Market and the Social Web, I still struggled to find a good definition for Social Media (aka Social Web). We had heard a lot about Web 2.0 at that time, but not enough about Social Media.

That’s cool, let’s all be there!

When Social Media started to act more as a global channel and reach a wider audience, was when brands realized – “UH! That’s cool. Let’s do this!”

We need strategy

After a while, not too long, brands realized they needed to build their own strategy in Social Media. It’s not simply about having a presence, you need a plan – set goals, target your audience, figure out a budget and resources.

Wait, is this right?

Now we are starting to ask questions, such as – Should I really be in Social Media? Do I have enough time and resources? And what about my budget? What is going to be my ROI? What channels are best for my business?

… what’s next?

We are being a lot more critic regarding Social Media nowadays. I believe we’re finally reaching a tipping point. Finally, we don’t need to prove things work. There are a lot of success stories out there. But the key is, does it work for everyone? Is it really going to stick as part of our everyday lives for long? Don’t know. Only time will tell. But one thing is for sure, the Social Media Cycle hasn’t closed yet.

Written by Cristina Dresch

May 30, 2011 at 10:00 AM

Posted in Marketing, Social, Web 2.0

What is Social CRM?

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That’s the question that opened the Social CRM 2011 event in London. Funny, we were there to hear about Social CRM, but no one knew for sure what it was about. Many places around the web are trying to answer the same question – check this, this and this page.

My favorite definition is the one from Esteban Kolsky‘s presentation, where he says:

“The company’s programmatic response to the customer’s control of the conversation.”
Paul Greenberg

This sentence alone doesn’t tell us much. So let’s try and break it down in pieces to see if it makes more sense.

Customer’s control

This has a lot to do with Web 2.0 and everything we’ve been hearing for the last five years. In the past, companies used to choose when, where and what they would communicate with their customers. Companies were in control of the information. We all know that it doesn’t work like that anymore. Customers are talking about the brand when and where they please, they are more informed about their rights and what is going on in the market. It’s getting harder for companies to keep up.

Conversation

In the past, most of us didn’t expect to have a conversation with a brand, did we? The closest to a conversation we would get would be a phone call or emails exchange. Today we have live chats, forums, and of course, social networks. The interaction is getting more human, more personal.

Company’s response

If you go back a few decades, you must agree one thing has never changed – customers have questions and they want answers. Companies have to constantly come up with the best and quickest solutions in order to help its customers. And how to do that? You need to start at the beginning. According to Brent Leary, you need to find, catch and keep your customers. In order to do that you need to create content, which generate conversations, which will convert to exchanges (information, confidence, sales process), which will finally create a relationship. All this process, and how you do it, is determined by the Social CRM.

The controversy

When you start looking for Social CRM definitions, you’ll see there’s some controversy out there. Most of the articles talk about how to create a community, the importance of listening and being where your customers are. That’s definitely part of the customer relationship, but is it part of the customer relationship management? Here’s another type of definition by Social Media Examiner:

Social CRM is still about CRM (but evolved), meaning a back-end process and system for managing customer relationships and data in an efficient and process-centric way. Social Media Examiner

In this definition the focus is in data and back-end process, something totally different from what we’ve been talking about so far. Simple things such as – Do you have your customer’s twitter account and email at the same database? Do you keep track of your customer’s history on Facebook? Can you tell if your customer has complained about an issue in other channels before he reached you?

Those questions seem simple, but they are very hard to answer. It’s almost impossible for a company to have this information integrated in a single database. Shouldn’t that be the future of CRM?

Written by Cristina Dresch

May 8, 2011 at 10:30 PM

Posted in Social, Web 2.0

Email Marketing Goes Social

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Email marketing is one of the oldest tools in online marketing. But as everything else in the web, its practices changed in the last years. What used to seen as web 1.0 marketing, now can (and must) be seen as web 2.0. It’s not a one way street as it used to be.

It is also about engagement

We don’t want customers to simply open our emails, that’s only the first step, what we really want is interaction. Interaction most of the times means a click, which can either lead me to the company’s website, a landing page or even to one of the company’s social networks profile. This depends on the goals you’d like to achieve and which is the best channel to use in order to accomplish that.

It is also about permission

On Facebook and Twitter customers need to decide whether they will or won’t like/follow the brand. And they can unlike/unfollow whenever they want. That’s exactly the same practice email marketing must take, customers need to opt-in first. And once they are in your email list, they have to be able to easily opt-out.

It is also about integration

As we know it’s essential to add your social network profiles to your website, and vice-versa. Same thing happens with email marketing. It’s essential to add your Twitter and Facebook accounts to any of your email campaigns, and you can even go one step further and promote all your channels across all your channels. A great example is from the shoe retailer crocs, which is currently doing different promotions for customers who are newsletter subscribers. This is a great way to incentive fans on Facebook and followers on Twitter to become subscribers. But it is also a great way for subscribers to become fans and/or followers, since these are going to be promoted in the newsletter.

It is also about measuring

Email marketing compared to any other channel, still is one of the easiest to measure. Some words to keep in mind – hard/soft vouches, open rate, no clicks, click though rate and tagged email links. These are essential information you need in order to effectively measure your email marketing campaign.

It is also about social media

Basically we can say email marketing is also about social media. Technically is not part of it, but must be treated as equal. After all, if done well it drives engagement, interaction and conversation. What else do you need?

Written by Cristina Dresch

May 1, 2011 at 8:07 PM

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