Tag Archives: SEO

(Just) 10 reasons your brand can no longer “opt-out” of social media

social-media

Image sourced from http://www.http:ownernation.us by VistaPrint

  1. The long lead times of traditional corporate communications and marketing no longer work in our always-on dynamic world. Real-time conversation now fuels new and existing B2C and B2B customers.
  2. An active, brand-relevant online presence enables customers to trust you.
  3. “Marketing today is not about what a company says about itself. It’s about what its customers say about the company” – and customers are now saying this on social media.
  4. Customer service is now social. Happy customers become brand evangelists who drive revenues. Want an example? See KLM.
  5. Your audience works, lives, and plays on their smartphones, fish where the fish are! One-fifth of leisure travellers worldwide use social platforms in their travel planning, and the hospitality vertical realises an average of an 11% conversion rate. The Economist made a studied investment last year in social media, and enjoyed a 31% increase in its subscription rate year-over-year.
  6. Social media as an SEO ranking signal is increasing in importance. 93% of online experiences begin through a search engine and SEO-based inbound leads (generated from online management) have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate.
  7. Use social media to educate about new properties, rebranding efforts, and renovations and in doing so, hotels are selling out months before re-opening.
  8. Content marketing and executive branding objectives offered through social media establish thought leadership in months rather than the years required by traditional public relations efforts.
  9. Brand storytelling is now a necessity, not a luxury. Social media presence boosts brand recognition, marketing, and recruiting, while creating a richer customer experience. Treating employees as valued stakeholders aids in retention, cuts down on hiring and training costs and also creates a huge pool of brand ambassadors.
  10. If 90 year-old Queen Elizabeth II recognises the value of proactively managing her online reputation why haven’t you? Every CEO needs to get serious about the management of their professional reputation and that of their company to ensure that s/he controls the content. Managing your reputation online is a critical part of any integrated global marketing strategy and social media provides you with a fast, effective way to do this.

 

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Visit @Commarglo to learn more about leveraging social media for your brand.

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Greenwashing does not make your company a pillar of #CSR or sustainability! – Guest Blog for Ethical Value

ev logo Guest post for Ethical Value, co-published simultaneously

The Coca-Cola Co. ‏@CocaColaCo  “We believe investing in women is the absolute key to economic growth.” Charlotte Oades @USCCFBiz4Good #5by20. #Inspire2Act #IWD2014

cry TweetShortly thereafter came this retweet ‘love’ from a very smart man that I respect (who will remain nameless):

RT @CocaColaCo Fm producers #suppliers #distributors #retailers & recyclers we aim to empower 5M women http://CokeURL.com/l2me8  #Inspire2Act

I saw these Tweets and my stomach convulsed.  Not that empowering women is a bad thing, no, THAT IS A VERY GOOD THING, but, as Collective Evolution (and many other sources) so aptly points out:

“Coke uses “public relations propaganda” to convince consumers and entire nations that it is an “environmental company” when really it is linked to pollution, water shortages, and disease.”

‘The smart man’ I mention, in RTing this particular Tweet, seems to have bought into the green-washing of Coca-Cola courtesy of their marketing team (as do hundreds of millions of people on a global basis), and this not only stuns me because it is so contrary to “his brand” but also makes me sad and angry.  But it is this sentence, from Coca-Cola’s own website, that pushed me over the edge:

“As we move toward our 2020 Vision of doubling our business by 2020, enabling the economic empowerment of women will undoubtedly be an important contributor to our success.”

Let’s be clear, Coca-Cola’s #5X20 initiative isn’t REALLY, altruistically, about lifting women out of poverty it’s about market share, doubling their business, and in doing so, contributing to the health decline of 80% of the worlds’ populations whose average household income is less than $10 (USD) a day! Think about that for a second when the vending machine at your office is likely asking $2 for a single 20 ounce bottle of Coke! So I Tweeted:

#CSR? @CocaColaCo’s #5X20 is actually #causerelatedmarketing NOT #empowerment for #women! #LiesToldOnTwitter

coke_vs__pepsi_by_mandypandy4291-d4qhbue

Artwork by Miranda Coss

Just so we are clear this isn’t a prejudice based in a Coke versus Pepsi (or any of their respective other beverage brands) preference; I am not and have never been a big cola drinker, while I do enjoy the occasional Dr. Brown’s, Izze or Orangina I would be willing to bet that my consumption of these amounts to less than a total of ten 16 ounce servings in any given YEAR. I think you should read this about what drinking Coke and Pepsi actually do to the body, and I can only hope you start to view your habit with a little more caution toward your health (or that of your kids and grandkids.

But I digress; this post is not primarily concerned with our beverage choices but the use of public relations to obfuscate the reality of Coca-Cola (and other multinational corporations) when it comes to legitimate social responsibility practices.  By leveraging social media, optimization of search engine results with technical acumen, strategic thought  and proactive and diligent management Coca-Cola is, to a large degree, successfully controlling its message.  To underscore my point, I just did a Imagesearch on Google “Coca-Cola environmental impact” of the 3.3 million results, (Google is the most popular SE in terms of use – see graph) on the first page of results ‘above the page break’ Coca-Cola has ensured their placement in three of the top five results – Wikipedia comes in at the #2 spot and at #5 is KillerCoke.org. (According to MarketShareHitsLink.com, October 2010, 75% of users never scroll past the first page of search results, which is why having a strategic communications plan that includes Web 2.0 for brand enrichment is so critical in our hyper-connected world.)

So what results are you, the consumer or a journalist doing research, going to get when a desire suddenly seizes you to learn more? Unless you are willing to dig deep – you would never discover that despite their “plant based” bottle PR campaigns that the resulting Imagebottles which both Pepsi and Coke are hyping as being eco-friendly are STILL chemically the same, absolutely identical to the polyethylene terepthalate, or PET, and high-density polyethylene, or HDPE, that regular plastic bottles are made of: these carry the same negative human health and environmental impacts as plastic made from fossil fuels. And yet the messaging makes those of you drinking the 14 (yes, fourteen different) billion (USD) brands from Pepsi   or the 108 (yes, ONE HUNDRED AND EIGHT!) beverage brands from Coca-Cola with all those plastic bottles going into the environment, all those trillions of empty calories being consumed, all the resources used and subsequent negative impact on the planet – in particular water use feel a bit righteous in your consumer choice – my darlings you have absolutely no reason to!

“Drinking” water in Ghana

I am not anti-Capitalism, but I have never, ethically, been able to use my skills and passion to promote an employer or a client whose business I did not fully respect (ie, prostitute myself for a paycheck).  I recently had a conversation with the CEO and founder of a technology firm whose platform is designed to help (genuinely) lift the bottom 3 billion of humankind out of poverty – the same number who also do not have access to clean drinking water or basic sanitation, the identical target market for doubling Coca-Cola’s business by 2020 for whom it will actually be cheaper to drink a cola beverage than to drink clean water! It’s fine to make money, it’s fine to make money in emerging markets, it’s a noble and wonderful thing to give a hand-up (rather than a hand-out), but in my mind’s eye it’s NOT FINE to sugar-coat actual objectives to make them more palatable to your consuming public and distort reality.  If Coca-Cola and Pepsi and the rest of their beverage industry brethren REALLY WANT to help empower women then I suggest taking 8% of their annual profits and fund opportunities for education previously unknown to all but a few of the bottom 3 billion of our neighbours or the various efforts to provide clean water around the world, their philanthropic and CSR departments can one stop shop for worthy projects at Charity Water, Water or in this blog post from Huffington .

Corporate Social Responsibility and the companion sustainability protocols are not ’cause related marketing’ (which is what Coca-Cola’s #5X20 actually is), what CSR ‘should be’ truly is the heart and soul, conscience and character of doing the right thing within a corporate environment.

If you enjoy my blog please share it with your friends on Facebook, Google+ and Twitter – I am @TeresaFritschiTo order my book, please click on the cover art of my book below, thank you! 

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Relationships

As children, parents, lovers, friends and employees we engage, learn compromise, encourage, accomplish the benchmarks of life, provide value and, in return, are compensated for our efforts in many different ways. Having recently decided to leave behind authorship and entrepreneurship (and all the solitary nature, long hours, and black hole financial nature entailed) to seek employment again, it is a wonder to me how much has changed in the relationship part of the application and hiring process.

I have listened to friends lament their frustration with ‘business intelligence’ software that is (theoretically) supposed to cherry pick the best candidates from amongst those who are submitting their credentials for a vacancy. Business intelligence software is failing the hiring process, jobs are going unfilled and company reputations are being negatively impacted as a result.  Image(Strong employer branding works in tandem with corporate communications but the underlying systems still need to function properly.)  Some estimates in the United States cite that recruiters and human resources talent managers average a mere 15 seconds per CV for their review; is it any wonder that highly qualified candidates are still unemployed after two years of rigorously applying and interviewing?

More than a year and a half ago a dear friend applied for a senior level position with Mary Kay Cosmetics. S/he was (eventually) shortlisted and a year after initially applying flew to their Dallas headquarters to interview in person.  Six months later – nothing; no one has been hired for the role and not even a blind email distribution communication has been sent, that ‘used to be’ considered rude, today it earns a Twitter #fail.

I just started applying for similar positions in Scandinavia – my experiences to date could not be more different.  For two of the three positions I have applied for in the last fortnight (incredibly) the hiring managers’ name, email and direct phone number (sometimes with hours of availability) have been included in the job description.  One hates to be a ‘bother’ and so for one position I didn’t actually reach out to the woman for fear of seeming a ‘pushy American’ and, with regret, this morning discovered that the company (in less than a week) has already identified their perfect candidate! Whoa. Might a different outcome been realized had only I reached out when the opportunity presented itself?  Yesterday I rose at 3AM EST to grab a shower, have a small breakfast and call the hiring manager at the other company which had provided these details. If I had any expectation it was that I might be given between 10 and 20 minutes of his time – I found myself both apologizing and expressing my gratitude for his goodwill in realizing that we had been chatting for over 45 minutes. This, I should say, was not even an interview! Yes, I certainly believe it was a fact finding mission on both our parts.  Image More importantly, because of his generosity and sincere enthusiasm for his employer I came to recognise that I would be delighted to have this man as my boss as well as work for this company whose culture was made so appealing.

Let’s assume for a moment that some level of discernment is being applied when an individual submits their credentials for consideration; that they are actually at least 85% qualified for the role and the remainder is within our capacity to ‘scale’.  Just as our chemical receptors signal synergy with a potential mate because of our pheromones the hiring process requires a dialogue between two people.  Our human-ness allows for sowing the seeds of a working relationship that will ‘get things done’ as well as be pleasant.  Much as engineers are invaluable to our society I come to doubt the improved efficiencies offered by their ‘coding’ (in this case SEO SaaS) are the answer when so much about working together depends upon the nuance of asking a question, engaged listening, (not) taking another call, (not) texting in the midst of a conversation or in uttering a sigh – in other words, finding mutual respect and building on it. Instead of innovation, maybe corporate America should consider disrupting the hiring process by re-engaging the ‘human’ to human resources functions.

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