Special Skills Needed for Social Media Jobs in The Future

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Special Skills Needed for Social Media Jobs in The Future

socMedia2

The Last 10 Years

Just about 10 years ago Jonathon Abrams founded Friendster. Based on a “Circle of Friends” concept it was considered the top online Social Network until it was overtaken by MySpace in 2004. Also in 2004, a social networking site for Harvard students was launched, it was called FaceBook. By the end of the decade, Friendster had all but disappeared, and newer social media networks had long overtaken MySpace. About this time companies started to pay attention to Social Media, for customer service and later, for sales. 

The Next 10 Years

The next 10 years will probably see an expansion of Social Media, resulting in companies needing to integrate Social Media in their Marketing Plan. According to Nathan Brown, writing for arkarthick.com says you will need an array of skills:

  1. You need to have a complete understanding about the platform(s), i.e. FaceBook, LinkedIn.
  2. A passion towards public relationships, since Social Media is all about relationships with customers and potential customers.
  3. The ability to use tools like Tweetdeck and Commun.it to analyze the relationships your company has with customers.
  4. Ability to mine data and analyze it, this is Statistics.
  5. Good marketing skills: Build and Online Brand and be able to promote it.
  6. A keen eye for content: Content is Everything Now.
  7. Knowledge of Web design: You’ll need to use and be able to teach people how to use the tools for design.
  8. Keep up with the current trends: Possibly the most important since the Social Media world changes all the time.

 

Throw Out the Old Job Titles

John Wilpers is CEO of Degrees 2 Dreams, a company that leverages social media strategies for recent college graduates recommends this 5- step process for finding a job in Social Media:

  1. A resume with QR Codes: one taking hiring mangers to a video of you and another link to a video with references.
  2. A “Me” Site that serves as a digital portfolio.
  3. A Professional Blog that showcases your skills and builds a professional network.
  4. A Social Media Marketing Campaign that promotes You.
  5. A campaign to interview industry professionals to find out what you have to do to get a job.

According to Thomas Friedman, writing in the New York Times: “They (employers) are all looking for the same kind of people — people who not only have the critical thinking skills to do the value-adding jobs that technology can’t, but also people who can invent, adapt and reinvent their jobs every day, in a market that changes faster than ever.

 

For more marketing info, please subscribe to this blog, or follow on Twitter: @LighthousMedia1

Phillip Gwinn
Lighthouse Media

Shrinking Advertising in the 21st Century- Alice in Wonderland

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Shrinking Advertising in the 21st Century

One problem with internet ads, is that like Alice in Wonderland, advertising is shrinking. Facebook ads are 250 pixels wide, that’s about 3.5 x 1.5 inches on my portable screen. Mobile ads are smaller, some are 320 x 50 pixels.

According to the Ad Contrarian, “In addition to having strategic and executional properties, advertising also has physical properties.”

This is a very small space to try to attract attention with, and very small to try to put a picture, a promise, and a call to action. How to use these smaller ads? Tiny ads are only useful on mobile devices, so almost useless on a web page.

Readability?

Here’s an Ad in 250 pixels x 50 pixels:

This seems to be about the lower limit for readability. Possibly small ads will become simply a graphic that attracts attention:

According to StatisticBrain.com, more people are accessing the internet on their phones. Possibly most internet ads will shrink and stay small.

For more Internet Info Please Subscribe to my Blog, I will be posting more Social Media and Marketing info.

Thanks,
Phillip Gwinn
Lighthouse Media

 

 

 

Special Skills Needed for Social Media Jobs in The Future

Special Skills Needed for Social Media Jobs in The Future

socMedia2

The Last 10 Years

Just about 10 years ago Jonathon Abrams founded Friendster. Based on a “Circle of Friends” concept it was considered the top online Social Network until it was overtaken by MySpace in 2004. Also in 2004, a social networking site for Harvard students was launched, it was called FaceBook. By the end of the decade, Friendster had all but disappeared, and newer social media networks had long overtaken MySpace. About this time companies started to pay attention to Social Media, for customer service and later, for sales. 

The Next 10 Years

The next 10 years will probably see an expansion of Social Media, resulting in companies needing to integrate Social Media in their Marketing Plan. According to Nathan Brown, writing for arkarthick.com says you will need an array of skills:

  1. You need to have a complete understanding about the platform(s), i.e. FaceBook, LinkedIn.
  2. A passion towards public relationships, since Social Media is all about relationships with customers and potential customers.
  3. The ability to use tools like Tweetdeck and Commun.it to analyze the relationships your company has with customers.
  4. Ability to mine data and analyze it, this is Statistics.
  5. Good marketing skills: Build and Online Brand and be able to promote it.
  6. A keen eye for content: Content is Everything Now.
  7. Knowledge of Web design: You’ll need to use and be able to teach people how to use the tools for design.
  8. Keep up with the current trends: Possibly the most important since the Social Media world changes all the time.

 

Throw Out the Old Job Titles

John Wilpers is CEO of Degrees 2 Dreams, a company that leverages social media strategies for recent college graduates recommends this 5- step process for finding a job in Social Media:

  1. A resume with QR Codes: one taking hiring mangers to a video of you and another link to a video with references.
  2. A “Me” Site that serves as a digital portfolio.
  3. A Professional Blog that showcases your skills and builds a professional network.
  4. A Social Media Marketing Campaign that promotes You.
  5. A campaign to interview industry professionals to find out what you have to do to get a job.

According to Thomas Friedman, writing in the New York Times: “They (employers) are all looking for the same kind of people — people who not only have the critical thinking skills to do the value-adding jobs that technology can’t, but also people who can invent, adapt and reinvent their jobs every day, in a market that changes faster than ever.

 

For more marketing info, please subscribe to this blog, or follow on Twitter: @LighthousMedia1

Phillip Gwinn
Lighthouse Media

Jeep Owners are Coffee Lovers

Jeep Owners are Coffee Lovers

jeep coffee cupJeep Owners are Coffee Lovers? Yes, according to Eric Bosco at bostinno.com. Quoting a report originally published on 1-to-1 Media stating that Jeep®, used data and technology to find an attribute of many of its owners: they’re also coffee lovers.

Modern Technology Being Used To Examine Customer Attributes

The growing quantity of digital content found in blogs, websites, email, social media, and company records allow companies to examine millions of attribute combinations. Marketers are using modern technology, including no-SQL databases and computers using graphical processing units (GPUs)s to process consumer information.

Data-basing with NoSQL and Computing with GPUs

Marketers are using NoSQL databases to manage large data volumes beyond the capability of Oracle or MySQL and to manage large amounts of unstructured data. They are also using GPUs (Graphical Processing Units) which use parallel structure that makes them more effective than general-purpose CPUs. GPUs are usually associated with computer gaming, and provide processing 8 times faster than computers using just CPUs for processing.

Behavioral Modeling of Consumers

Some technology providers are helping marketers to model user behavior. A particular consumer could be profiled as a soccer fan who shops on Amazon.com regularly. As the consumer marketplace evolves, we will see that those marketers who invest in science and technology now, will become the most effective and targeted marketers.

Soon there may be a “standard model” of consumers and everyone will be tagged as a certain type of customer and treated likewise. Customers who make regular purchases may get better prices and beter customer service than infrequent customers. People who rarely purchase will be ignored.

For more marketing info, please subscribe to this blog, or follow on Twitter: @LighthousMedia1

Phillip Gwinn
Lighthouse Media

 

 

 

The Social Media Marketing Maze

The Social Media Marketing Maze can be difficult to navigate:

Click for Larger Image

Click for Larger Image

 

Stability

 has said that one problem with Social Media Marketing is that it isn’t stable. Companies who built a large presence on MySpace found that it was eclipsed by Facebook within a few years. Facebook itself has made changes that affected businesses and new Social Media sites like Pinterest appear regularly.

Not a Sales Channel

Social Media is primarily a communications channel, not a marketing channel. When the channel is used for direct marketing, often these efforts fall flat.

Noting problems with Social Media, Sampad Swain has written:

“…before getting into social media, we should be aware of our goals…

  • Is it to increase awareness and credibility?
  • Is it to increase online conversations?
  • Is it to create a community of unified spirits who may turn out to be evangelists?

… the easiest way to fail at ‘social media marketing’ is to use social media as a way to broadcast your marketing messages with a goal to sell more stuff!”

Great Expectations

According to David Mercer: “Business has now invested several solid years in social marketing. It’s been a wild ride. Stories abound of incredible marketing successes, dismal social media failures, and everything in between.” 

According to Mercer Social Media marketing doesn’t work for business for various reasons, including:

  1. Being great in social media doesn’t trump good products and service
  2. Publishing great content requires the skills and expertise of a publisher.

Businesses need to start looking at social media marketing as a link in the chain, instead of the whole chain itself.

What Works?

Clearly there are some winners in the Social Media Marketing arena:

Facebook: useful for judging customer trends and customer interaction. More difficult to use for direct marketing since users can only see your sales message if they click through on a Facebook ad.

One thing is certain, the Social Media landscape will continue to change, and may change into something we can’t even imagine yet.

For more marketing info, please subscribe to this blog, or follow on Twitter: @LighthousMedia1

Phillip Gwinn
Lighthouse Media

 

 

Is Traditional Marketing Becoming More Useless?

sherriff-sellIs Traditional Marketing Becoming More Useless?

To Many Businesses, Marketing is seen as a useless enterprise that takes money from the budget and gives inconsistent results. Social Media Marketing can seem even more useless; yielding little results but requiring more labor and attention than traditional marketing.

One of the key findings of The Fournaise Marketing Group, one of the global leaders in Marketing Performance Measurement & Management (MPM),is that 73% of CEOs think Marketers are unable to demonstrate how cross-channel marketing campaigns, including Social Media, increase sales.

Fewer people paying attention to advertising

Possibly the problem is that fewer people are paying attention to advertising. In a Harvard Business Review August article, Bill Lee highlighted the fact that traditional marketing methods are ineffective because buyers are no longer paying attention. 

Instead buyers are checking out product and  information on their own.  A Corporate Executive Board study of more than 1,400 customers found that those customers completed nearly 60% of a typical purchasing decision by getting information through the Internet, through word-of-mouth or through customer reviews. In this world a “sales rep” can be an annoyance, much like a TV commercial. So, what is working?

sherriff-buymystuff

Connect with people

Companies that are thriving today positioning themselves on social media instead of placing multiple TV commercial or interrupting their client’s drives to work with bill boards. Being social is key to building trust in marketing.

These companies are trying to replicate a community-oriented buying experience. When planning a purchase, you’re not interested in talking to salesperson. Instead, you’ll probably ask friends, relatives, or neighbors.

Pay attention to your customers

Traditionally Customer Lifetime Value (CLV) was used to measure customers. Based on purchases, it ignores their network and how many people they influence. Your customer might have 10,000 Twitter followers that they influence. These people are called Customer Influencers, and if you can get them to talk about your product in a good way, they can increase sales just by mentioning you.

Help them build social capital

Traditional marketing often tries to encourage customer advocacy with rewards or discounts. The new marketing helps its advocates and influencers create social capital: it helps them build their affiliation networks, increase their reputation and gives them access to new knowledge — all of which your customer influencers crave. Ask your Customer Influencers for help, from crowd-sourcing feedback on new products to determining the topics that are driving discussions among the people with digital influence.

 For more Internet Info Please Subscribe to my Blog, I will be posting more Social Media and Marketing info.

Thanks,
Phillip Gwinn
Lighthouse Media

 

Tired of Tangerine? Emerald the “Color for 2013″

Tired of Tangerine? Emerald the “Color for 2013″

Tangerine was the “Official Pantone Color” of 2012. If you didn’t like Tangerine then Emerald green is the “color for 2013″, according to the Creative Review.

emerald.jpg

The Pantone Colour Institute issues a yearly prediction of color, and this Emerald is known technically as Pantone 17-5641.

Pantone Executive Director Leatrice Eiseman says: ”The prevalence of green has been steadily rising for several seasons now, especially in the fashion and couture markets, and even on the red carpet. The most abundant hue in nature, the human eye sees more green than any other color in the spectrum.”

Green Perceived as Calming and Reassuring

According to Homedecorating.com: “The psychological effects of the color green are similar to those of the color blue; green is perceived as calming and reassuring.”

One way to use the color green in interior design is to combine different hues of it, or combine the color green with with other color (Check out these color combinations with shades of green).

The Colors for the Last Few Years

Tangerine Tango (PANTONE 17-1463) was the “color for 2012“.  “Reminiscent of the radiant shadings of a sunset, Tangerine Tango marries the vivaciousness and adrenaline rush of red with the friendliness and warmth of yellow, to form a high-visibility, magnetic hue that emanates heat and energy.”

Tangerine

Tangerine Tango- Pantone Color for 2012

 

 

Honeysuckle (2011)PANTONE 18-2120

PANTONE 18-2120 Honeysuckle (2011) was described as vibrant and stimulating.

Honeysuckle, described as “vibrant, was the color for 2010.

 

 

 

 

 

 

 

 

PANTONE 15-5519 Turquoise was the color of the year in 2010; for 2009 the color was Mimosa, which embodies hopefulness and reassurance.

Turquoise-PANTONE-15-5519

Turquoise-PANTONE-15-5519

mimosa

PANTONE 14-0848 Mimosa

 

 

 

 

 

 

 

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Thanks,
Phillip Gwinn
Lighthouse Media

 

 

 

Sell That Stuff! Or, How to Sell

Sell That Stuff! Or, How to Sell

No matter what kind of marketing you do, sooner or later you need to make a sale and Sell That Stuff! Everything in this world is sold at one time or another. Your home, clothes, the keyboard you type on, and the chair you sit upon have been sold, probably more than once. They were sold from the manufacturer to a distributor, who sold to a retailer, then to you. For every sale there is a person asking another person: “Do you want to buy this?”. Sometimes this function is on a computer screen, when Amazon.com asks you to review your order then Place the Order

 

Good Salespeople Aren’t Born

My Well Worn copy of Sidney Edlund’s Book 

So, what do you do when you have to close the sale? When you have to get the prospective client to say “Yes”? Good salespeople aren’t born, good salespeople just follow a process. I found the process in a small paperback called There is a Better Way to Sell, by Sidney Edlund. This out-of-print book detailed the process for selling just about anything.

Sidney Edlund’s Selling Process

Sidney Edlund’s selling process is simple, and has an acronym: OPIBROC

Objective- Draw up Specific Objectives for each sales call.
Preparation- Acquire more Practical Knowledge about the prospect and the prospect’s business.
Inquiry- The more time you take with questions that are meant for the prospect’s benefit the more you are viewed as someone desirable to do business with.
Benefits- Sell the Benefit, not the Product. Sell the Benefit the prospect wants. 
(W)rap the benefit- Focus the prospect on one benefit at a time and test the acceptance of the benefit before moving to the next.
Objections- Agree with the  prospect, repeat the objection and use it to provide more information. 
Closing-
1. Assume the Sale.

2. Try a Trial Close.
3. Close on a Minor Decision.
4. Weigh the Pros and Cons.
5. Make a Direct Request.

Sticking to this process helps the sales process by reminding the salesperson where they are in the process and what to do next.

For more Internet Info Please Subscribe to my Blog, I will be posting more Social Media and Marketing info.

Thanks,
Phillip Gwinn
Lighthouse Media

Who Do You Trust? Most of the American Public Distrusts Mass Media and Advertising

Who Do You Trust? Most of the American Public Distrusts Mass Media and Advertising

Most of the American Public distrusts Mass Media and Internet Advertising. According to Gallup approximately 2/3 of the American public distrusts not only the Mass Media, but most advertising, particularly Video Ads, Banner Ads, and ads on Social Networks.

Little Trust in Mass Media

According to a new poll from Gallup, six in ten Americans have little or no trust in mass media to report the news fully, accurately, and fairly.

The survey, conducted from Sept. 6-9, shows that faith in the media is down in recent years, with 40 percent of Americans saying they have a great deal of or some faith in the media to comprehensively and fairly report the news, and 60 percent expressing the opposite perspective.

Over 60% Mistrust Online Ads

This Neilsen Poll that shows at least 1/2 of respondents don’t trust TV, Radio, Newspapers, Billboards, and more than 60% mistrust online Video Ads, Banner Ads, and ads on Social Networks it raises the question: Does any Mass Media or Advertising inspire trust?

Ads Still Work

Over 70% of respondents trust recommendations from friends, and consumer reviews posted online. Newspaper editorial articles and Branded Websites are trusted by over 1/2 of respondents. But, advertising seems to work since even though 60% of poll respondents did not trust Ads on Social Media sites, this graphic shows that advertising recall is 55% greater for Social Ads.

Image: blog.nielsen.com
Click for a Larger Image

Ads are more effective now when they combine paid ads and social media. Research on Facebook Ads with and without a social layer shows that social ads generate much stronger purchase intent than ads without a social layer. And, advertising as a medium continues to thrive, with ad dollars on the rise globally in many markets around the world.

Who DO You Trust?

Does trust in advertising matter? Except for ads on Social Media sites trust seems to matter only about half the time. Perhaps consumers simply factor in the amount of distrust when they evaluate an offer they see in an ad. Author David Schmittlein: ”…consumers have built in an element of cynicism and skepticism about the claims of advertising.”

Finally…the better you do…

Finally,a quote from Theodore Levitt, American economist and professor at Harvard Business School:
“Advertising is mostly about building trust-about being perceived as and becoming a reliable source. The irony and the problem are that the better you do the more vulnerable you are to being perceived as failing. The more you promise about yourself-whether explicitly in words or implicitly in the various ways you represent yourself, such as in your stationery, your office appearance and location, your delivery vehicles, the performance, consistence, and design of your product, your packaging, salespeople, and telephone manners, your responsiveness to inquiries to calls for help, and the like- the more you promise and the more reliably and regularly deliver on your promise, the more people are likely to believe you. The more they believe in you the higher the chances you’ll disappoint them. The more they deal with you the higher the chances you’ll disappoint.”

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Phillip Gwinn
Lighthouse Media

 

Using Dramatic, Sexy Colors to Attract Attention in Ads

Using Dramatic, Sexy Colors to Attract Attention in Ads

Everyone wants their advertisements to standout and attract attention. Searching through my papers I found a list of Marketing devices and advice from around 1970. The “Color” entry is interesting and I wonder if, over 40 years later, these color associations are still valid.

Four Basic Advertising-Marketing Colors Connotation
Dark Blue Depth of Feeling, Tranquility, Contentment, Tenderness, Love
Blue-Green Elasticity of Will, Persistence, Self-Assertion, Obstinacy, Self Esteem
Orange-Red Desire, Force of Will, Excitability, Domination, Sexuality
Bright Yellow Sponteneity, Expectancy, Originality, Exhilaration

Also from c. 1970, more basic colors are listed in this table. 

Color
Connotation
Green anything natural
Pink feminine
Grey masculine
Maroon high prices
Gold high prices
Red low prices
Blue never used for food
Violet good taste

Today color meanings have expanded. From Empower Yourself with Color  “Academic institutions often use medium shades of purple or violet as they inspire intellectual thought and achievement”.

What are the sexiest colors? Possibly Red and Orange. House Beautiful‘s website lists Black Satin, Red Lacquer, and Bittersweet Chocolate as favorites among interior designers.

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Lighthouse Media

 

 

 

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