Mar 31 2011

Do Your Social Media Properties Need a Spring Cleaning?

March 31, 2011 – 9:57 am

By April Sciacchitano (@aprilcs)

If spring has you inspired to clean out your closets and reorganize your pantry, consider sprucing up your social media properties as well.  Your social media properties may need freshening up or a Hoarders-style overhaul. Either way, an annual refresh can keep you relevant.

Your homes on Twitter, Facebook, Wikipedia and Foursquare require maintenance, just like your real-world home.  Keep in mind, your brand will live online forever, so you can’t afford to let them fall into disrepair.

Spring CleaningOut with the Old.
Styles change, and nowhere is this more apparent than with social media. Facebook recently launched its new Pages for organizations that looks more like Profiles.  Likewise, advertising on Facebook and Twitter is ever-changing. Don’t get caught behind the times. Check out the new features and see if they’re right for you.

Create Online Curb Appeal.
First impressions begin sooner than you think.  Anyone you meet in person looks up your address first, so it’s important to have social media curb appeal on the map. Google Places allows you to verify your listing and edit it.  You can link to your website, show a feed of photos and add video.   

Give Freely.
Just as you make donations when clearing out your house, give a little to your online relationships.  Chat up a few followers or send an email to a blogger you’ve been following.  A friendly note may create good karma for later.

Dust Off Your Boilerplate. 
The little blurb about your company at the bottom of your press releases needs airing out.  Ask yourself: Is it still relevant?  Are there new naming conventions?  Consider reworking it for social media:  Use it to update your Wikipedia page, refine your Twitter bio or add to the Info section on your Facebook page.

These tasks may not feel like “going out like a lamb,” but for a once-a-year activity, it’s worth the investment.

 
AddThis Social Bookmark Button By April Sciacchitano | Posted in Digital Marketing | Comments (2)
Mar 29 2011

The Pale of Fukushima

March 29, 2011 – 2:30 pm

By Mike Mulvihill

smokestack

While most of the actions taken at the Fukushima nuclear power plant in the wake of the earthquake and tsunami have been sound, the situation is still in doubt. The primary problem continues to be an inability to get power to pumps to keep nuclear materials covered in water necessary to prevent further and larger releases of radiation. Today, while workers continued to try to cool the plant’s reactors with water, the situation has become more complex as the plant must figure out how to dispose of highly contaminated water used to cool the reactors. All this at a plant site right on the Pacific Ocean where radiation in the adjacent water has increased to dangerous levels

While Japan continues to get this situation under control, the incidents in Fukushima have cast a pale on the entire nuclear energy sector. At an Energy Forward Community Conversation event last week, the level of renewed consumer fear regarding nuclear power was palpable.  Across the world, every country with a nuclear power plant is quite rationally stepping up inspections and reviewing safety procedures.

Utility regulators in Arizona held hearings today with the operators of the Palo Verde Nuclear Generating Station, the nation’s largest nuclear power plant, to assess safety procedures. Located about 50 miles west of downtown Phoenix, the Palo Verde triple-reactor plant supplies electricity to about 4 million customers in Arizona, New Mexico, Texas and California.

Meanwhile, in Germany, Chancellor Angela Merkel (in the midst of elections this week) has called for closing older nuclear reactors, which account for 25 percent of the country’s atomic energy. Of the country’s 17 nuclear reactors, the seven oldest nuclear reactors will go offline as part of a nationwide safety review to run through June. Germany, which relies on reactors for 23 percent of its power, is the first European country to take such measures. Germany’s move raises the prospect of a call for a nuclear-free Europe, said Guenther Oettinger, the European Union energy commissioner, in a TV interview last week.

Germany is a different situation that most of Europe. Most Germans are in favor of closing nuclear plants as soon as possible with 70 percent of the population saying that the incidents in Japan could be repeated in Germany. The scale and impact of the anti-nuclear movement in Germany is large. However, according to the poll conducted by the German newspaper Tagesschau, more than 40 percent of respondents consider the nuclear safety measures announced by Merkel a PR-move designed to win votes which she will abandon soon after the elections.

If you are a proponent of alternative energy, you should know that the ramifications of the Fukushima incident isn’t all positive for alternative energy. Germany’s energy companies have already announced that they will stop making payments into a fund earmarked for the development of alternative energy sources. They were obliged to pay 300 million euro annually in exchange for an extension of operating licenses for nuclear power plants now slated to be closed. And, Germany is already considering options to partially replace nuclear energy with fossil fuel energy sources, most notably natural gas, which could take a decade to accomplish.

The now tentative future of nuclear power generation should be taken in its full perspective. In over 14,000 cumulative reactor-years of commercial operation in 32 countries, there have been just three major reactor accidents in the history of civil nuclear power – Three Mile Island, Chernobyl and, now, Fukushima. One(Three Mile Island) was contained without harm to anyone, the Chernobyl involved an intense fire without provision for containment, and the third is severely testing the containment structure.

Yet, because an accident can have such dire consequences, we may be tempted to throw the baby out with the bathwater. As one European Union energy commissioner said prior to meeting with European energy ministers, company executives and regulators in Brussels to discuss reactor safety, “It has to raise the question of whether we in Europe, in the foreseeable future, can secure our energy needs without nuclear power.”

Good question, pretty obvious answer.

 
AddThis Social Bookmark Button By Mike Mulvihill | Posted in Digital Marketing | Tagged , , , , , , , , , , , , , , | Comments (0)
Mar 25 2011

A Shift in Food Preferences

March 25, 2011 – 12:00 pm

By Brona Cosgrave (@bronacos)

clip_image001

Real food, please. I’ve touched on this topic before regardless of the ingredients or nutritional value, people want to eat food that tastes good, no ifs, buts or whys about it, and if it tastes good it will be consumed and enjoyed. And that’s how it should be! So while American consumers are seeking our healthier food options both at home and while dining out, they still want good tasting food. I believe this is why there is a marked increase in interest in “real food”, that is unprocessed, fresh food.

Americans are beginning to pay attention to what they eat and not just in terms of calories and basic nutrition, but they are also showing an interest in the quality of the food they eat too. It’s a slow turnabout that has yet to reach a critical mass but with the attention of the First Lady, and soon to be author, Michelle Obama, initiatives sponsored by state officials across the country (e.g. Adam Putman of Florida), recent legislation to increase availability of fresh fruit and vegetables  to school foodservice programs and the enduring popularity of reality television programs like The Biggest Loser, and its spin-offs, this new perspective is taking hold!

A recent Nielsen report on online conversations about food and health shows that more consumers are online talking about fresh foods, unprocessed foods and healthy eating in the same conversation. The report’s findings also include that fresh and unprocessed foods generate the highest volume of all conversation with the topics of fiber and carb presence, sodium-levels, preservative-free and sugar-free all trending up. Among those who claim they are “Health Enthusiasts” gluten-free, low- and no-sodium offerings, fresh fruits and spices are all hot topics.

clip_image002So how does this shift in consumer preferences impact the foodservice industry? Do chefs need to become RDs? Probably not. With FDA menu-labeling regulations pending (they were due March 23), research conducted by NPD Group sheds light on how calorie listings on quick serve restaurant menus can impact diner’s choices. Certain popular items like French fries, large hamburgers, carbonated soft drinks, onion rings and shakes may be ordered less but overall calorie counts per meal are unlikely to change. According to Bonnie Riggs, NPD’s restaurant analyst “Calories aren’t the main priority for diners who are looking for healthy options when they eat out… fresh, natural and nutritious (are more) important…”

Chefs need to consider their menu offerings not just in terms of total calories and nutritional value but more importantly in terms of freshness and quality. Replacing empty calories with nutritionally dense ones without sacrificing great taste and flavor is the challenge they face, but then what good chef does not like their creativity put to the test. And it’s not like there are many flavor restrictions – Americans already enjoy a myriad of ethnic cuisines. Admittedly some cuisines have been altered to cater to the American palette but still the country’s cuisine reflects a global table. I for one look forward to many tasty dining experiences where I get to eat “well” in every sense of the word.

 
AddThis Social Bookmark Button By Brona Cosgrave | Posted in Healthcare, Wine, Food & Nutrition | Tagged , , , , , , , , , , | Comments (0)
Mar 24 2011

Online Health Information: Can We Have Too Much of A Good Thing?

March 24, 2011 – 9:45 am

By Veronica Huntfirst aid kit

Research indicates that the second most frequent burn injury occurs in the kitchen. I saw this first-hand a few weeks ago when Sunday dinner at my mom’s house went from an evening of good food and fun to an evening of chaos and confusion when my mom accidentally spilled hot cooking oil on her right hand.

Of course accidents happen, but what struck me most was how my siblings and I reacted. With my mother writhing in pain, my first instinct was to run to my iPad to research how to treat the burn. Meanwhile, my two brothers ran for their smartphones to do the same, one saying there must be an app for that. Only my sister had the good sense to shove my mom’s hand under running water and dodge into the bathroom to grab the first aid handbook and kit. Eventually – via handbook, Internet and apps – we figured out what to do and treated my mom’s hand. It wasn’t until we were driving home that I began to wonder if we have reached a point where access to health information has overcome common sense.

Information for Information’s Sake
The number of Americans turning to the Internet for health information keeps growing. Fifty-eight percent of 50-64 year-olds, 66 percent of 30-49 year-olds, and 71 percent of 18-29 year-olds look online for health information. Only 29 percent of adults age 65+ look online for health information, and that’s likely because only 40 percent have access to the Internet.

There are countless reputable websites that provide general information on a multitude of health conditions and treatment options (WebMD, MayoClinic, FamilyDoctor). And, there are countless sites that offer disease or condition-specific information. When researching burn treatment methods, About.com, Wikihow, eHow and YouTube were quite useful.

web searching

But there is so much more! There are numerous apps specifically designed to help consumers streamline health information, and 40 percent of consumers are using social media to seek health information. While all of this information is helpful, it can create cyberchondriacs who are inappropriately self-diagnosing, as well as interpreting and spreading misinformation. Yet, this information overload is also revolutionizing health care by empowering consumers to take charge of their physical and mental health and shifting the paradigm for consuming health information online and causing health practitioners to change the way they interact with their patients.

Physicians too are using the Web, accessing and sharing health information in their office, in the patient room and via social networks. In fact, a recent survey revealed that physician use of the Internet for professional purposes is up, from 2.5 hours per week in 2002 to 8 hours per week in 2010.

So where does this leave us? In retrospect, it was the combination of online and traditional information that helped us care for my mom. Reading the first aid handbook and reinforcing what we were reading with Web video was paramount to our success and ability to remain calm and in control despite all the chaos. It seems to me that a smart balance between seeking health information on the Web and seeking information from traditional sources, like a first aid book or physician, makes the most sense. The ancient Greeks had a maxim – “Nothing in Excess” – which applied to every aspect of life, including health. I think they had it right.

As for my mom, thankfully she’s recovering nicely. The day after her accident she went to see her personal physician who prescribed a home treatment plan. She’s expected to regain full mobility of her hand in a few weeks.

 
AddThis Social Bookmark Button By vhunt | Posted in Healthcare | Tagged , , | Comments (0)
Mar 23 2011

The Social Media Time-Suck, Klout and Why Influence Matters

March 23, 2011 – 9:51 am

THE BOOZE BIN

By Pia Mara Finkell (@piamara)

Klout_the_New_Page_Rank Before I get into my new social media influence obsession, I’d like to get real for a second.

Social media is pretty awesome, but it can also be a world-class time-suck. While my employer thankfully pays a great deal of attention to the importance of a work-life balance, what I struggle with lately is striking a delicate balance between social media and everything else.

Like a tween boy rattling off the back of baseball cards, I could easily reference all of my social media stats. People pretend they don’t care, but ever since we got that first numbered grade in primary school, we were all hooked. In the wine world, writers and magazines have traditionally used the 100-point system to rank the worth of wines, although many now push to find a new, non-numerical system of badges or medals. In many ways, I agree, but hold out little hope that we can move away from this deep-rooted system. Despite fancying myself a wine nerd, I won’t deny those scores still affect my buying decision on some degree when I’m strolling through my local wine shop.Pics_1_10 162

As for my stats, I’m a 1301, 537, 360 (Twitter, Facebook and LinkedIn respectively), and thanks to a new social media influence company, Klout, the new number I can obsess over is 43. Thanks to the number 43 (which, in case you are wondering, is up from last week’s 39), I’ll likely get a few moments less sleep, be just a touch less focused at work, or my dog’s ears will get scratched a few less times. Sorry, Vinny.

So, what is this hot, social media company Klout all about? As Peter Shankman (76) describes it:

The more you engage, the more people find you interesting enough to respond, repost, or retweet your information, the higher your Klout score will go. Essentially, Klout is using various algorithms to determine your relevant worth in the online world.

Actually launched in 2008, but receiving a huge boost last spring after an influx of investor funding, Klout ranks everyone from teenage pop stars to mommy bloggers, and from food celebrities to wine influentials. Using Facebook and Twitter, each score is an amalgamation of engaged audience, their influence, and the likelihood your online presence will influence them. With the eventual goal of covering the entire social web, the Klout folks are constantly tweaking their algorithm and plan to include LinkedIn, YouTube and Flickr in the near future.

So, why does any of this matter? The co-creator of Klout Joe Fernandez (58) gave a good answer in a recent interview with Business Insider, placing the ultimate importance on a person’s (or brand’s) ability to garner attention and drive others to action in an oversaturated digital sphere:

klout I believe we are living in an attention economy. There is so much information coming at us online. We depend on our friends to help broker our time and attention. Your ability to drive others to action is critical in this new economy. We are seeing this in the real world too. People in sales and marketing positions need to have the ability to broadcast their network with authority and trust and leverage social media to get their message out at scale.

And now for the million dollar question: What are some good ways to increase your score? Fernandez recommends that people “be consistent and be themselves,” admitting this “is a much bigger challenge than it sounds.” If you’re looking for something a touch more specific, here’s a good post from the official Klout blog to get you started. Cheers!

Photos and video courtesy of Mindset Theory and JellyBeanBoom.

 
AddThis Social Bookmark Button By Pia Mara Finkell | Posted in Wine, Food & Nutrition | Tagged , , , , , , , , , , , | Comments (7)
Mar 22 2011

Fukushima Reactors Under Control?

March 22, 2011 – 7:02 am

By Mike Mulvihill

 fukushima-nuclear-reactors-2

Where has all the media coverage of the catastrophic meltdown of Japan’s runaway nuclear reactors gone? Well, we started started a “new” news cycle with the bombing of Libya, and the situation in Japan has improved. All the trappings for a story to fade into the sunset.

The Daily Beast ran an ABC News story on Monday stating that the situation in Japan (per Bill Borchardt, executive director of the U.S. Nuclear Regulatory Commission) is “on the verge of stabilizing.” Fukushima Daiichi’s fifth and sixth power units have been restored and connected to diesel generators. And Tokyo Electric Power Company officials announced that Units 1 and 2 should be up and running by the end of Monday, and Units 3 and 4 in the next couple of days. By restoring power to the water pumps, the cores can be cooled down to prevent what was being billed as an impeding meltdown. 

This is a pretty big statement given that last week this same U.S. Nuclear Regulatory Commission all but said a meltdown was inevitable, if not impending.

According to Kyodo News, Japanese authorities said that the radiation levels found in water were within  “..the limit of 200 becquerels set by the Nuclear Safety Commission of Japan.”  And according to Treehugger, “These numbers are low and don’t pose health risks (the intake limit has a margin of safety built in – you don’t get sick as soon as you reach 300 becquerels), and there’s always some radiation present pretty much everywhere on the planet’s surface, but it’s good to keep monitoring the levels in food and water near the Fukushima plant just in case.”

As blogged in the Buzz Bin last week, the situation in Japan was no Chernobyl for a number of technical reasons. Yes, there were some dicey moments as the realities of human planning errors came to the forefront (reliance upon back-up generators to keep cooling water flowing which were located in a manner susceptible to tsunami level flooding in an known earthquake prone area) combined with the media’s arousal of inherent human fears about radiation.  However, while levels of radiation have increased and need to be constantly monitored, there are no indications that the public has been exposed to a health crisis.  Yes, it was prudent to evacuate the public from a wide area around the reactors as should be done in the case of any potentially unsafe situation. And, yes, those most susceptible to the health impacts of increased radiation levels (pregnant and those with compromised health) should minimize potential exposure as should be done with all known health impacts. But was the situation really as potentially dire as breaking news reports might have lead us to believe?

Nuclear energy requires diligence and a respect for the awesome potential for danger that can exist. Man can not nonchalantly act as if we have addressed all the issues about safe operation of nuclear power plants. But, we also can’t overlook the vast scientific, engineering and technical knowledge we have that allows us to safely operate nuclear power plants. Nor should we allow the Fukushima incident to undermine our will to utilize more nuclear energy to provide clean power in large amounts to replace fossil fuel power sources that every day chip away at our world and present potential health risks.

 
AddThis Social Bookmark Button By Mike Mulvihill | Posted in Digital Marketing | Tagged , , , , , | Comments (1)
Mar 21 2011

Twitter Turns Five Today! Are You Using Your 140 Characters Effectively?

March 21, 2011 – 2:48 pm

By Priya Ramesh (@newpr)

 

Five years ago on March 21st, co-founder of Twitter, Jack Dorsey (@Jack) sent out the first tweet starting a communication revolution in how we connect, inform, engage and educate in 140 characters. Twitter had a great blog post last week showing its meteoric growth and an excerpt from that tells us the high volume of activity that this micro-blog experiences on a given day:

“Twitter users now send more than 140 million Tweets a day which adds up to a billion Tweets every 8 days—by comparison, it took 3 years, 2 months, and 1 day to reach the first billion Tweets. While it took about 18 months to sign up the first 500,000 accounts, we now see close to 500,000 accounts created every day. All of this momentum and growth often pales in comparison to a single compassionate Tweet by a caring person who wants to help someone in need.”

From fundraising for Haiti and most recently the Japan earthquake to a great comeback for a forgotten brand name like Old Spice, Twitter has been a key ingredient to the success of several campaigns. On the occasion of Twitter’s fifth birthday, I thought a good refresher on some fundamentals of how to best engage on this social network would be helpful. So here we go:

Personality Allowed on Twitter: Instead of using the generic templates, invest some time to design your brand’s Twitter profile. Remember to maintain brand consistency but do have some fun with your design page to distinguish yourself from hundreds of other brands on Twitter. Some of my favorites include: @SouthWestAir, @Zappos and one of our own CRT/tanaka clients @Go_Granny.  Beyond the profile design, also think about the tone of your tweets. Is there a way to add some humor, fun and more engagement to your tweets?

Integrate Twitter to Amplify PR Efforts: I am surprised how a large majority of companies still don’t leverage Twitter to extend the reach of ongoing PR efforts like press announcements, webinars, newsletters, blog posts, product launches etc. By quickly re-purposing your content into a Twitter-friendly format and adding a link for further reading, you can easily extend your reach to a wider audience. Even more, ask a question that entices people to read your tweet, possibly find it interesting enough to re-tweet and also click on that URL on your tweet.

Use Twitter as Immediate Response Channel: Studies indicate that Twitter is where more and more disgruntled customers go to leave a tweet about their negative experiences. By immediately responding to their tweets and ensuring they know you are LISTENING, chances are you win the trust of your customer as a brand that cares to address their needs. It’s faster and easier to respond to angry customers via Twitter if you have a daily monitoring process in place.

Deploy Twitter as Your Information Network: About a few months back, I was considering investing in Sponsored Tweets for one of our clients and my contact at Twitter introduced the service as an INFORMATION network rather than a social network. Meaning, more and more news is breaking on Twitter these days than on TV channels. I start and finish my day with a quick scan on Twitter and keep up with the trending news for that particular day. This a shift in how and where people go, to keep up with current news and happenings. Is your company relaying information on Twitter and also gathering intel on its key competitors on Twitter?

Get to Know Your Reporters and Bloggers on Twitter: If media relations is one of your top priorities then chances are by following the journalists or bloggers (that you are targeting) on Twitter, you now have the opportunity to get a better sense of what they like, their opinions on issues, sometimes where they are travelling etc. We at CRT/tanaka have secured media coverage by connecting with reporters on Twitter than via the traditional email pitch.

Here’s a list of key influentials on Twitter that you can follow to stay on top of everything social media:

  • Gary Vaynerchuk: @garyvee
  •  Brian Solis: @briansolis
  •  Mari Smith:  @MariSmith
  •  Shiv Singh: @shivsingh
  •  Clay Shirky: @cshirky
  •  Peter Shankman: @skydiver
  •  David Meerman Scott: @dmscott
  •  Jeremiah Owyang: @jowyang
  •  Lee Odden: @LeeOdden
  •  Dave Morin: @davemorin
  •  Scott Monty: @scottmonty
  •  Valeria Maltoni: @ConversationAge
  •  Charlene Li: @charleneli
  •  Guy Kawasaki: @GuyKawasaki
  •  Mitch Joel:  @MitchJoel
  •  Brian Halligan: @bhalligan
  •  Seth Godin @sethgodin
  •  Paul Gillin: @pgillin
  •  Chris Brogan: @chrisbrogan
  •  Josh Bernoff: @jbernoff

Tell us how you got started on Twitter. By the way here’s a site http://bwitterday.com/ that helps you locate the exact date you got started on Twitter by using your handle.

 
AddThis Social Bookmark Button By Priya Ramesh | Posted in Digital Marketing | Comments (0)
Mar 18 2011

Supermarket Love: How Food Retailers are Distinguishing Themselves to Build Customer Loyalty

March 18, 2011 – 10:02 am

By Jason Stemm @NYCubsFan

“There is no sincerer love than the love of food.”
George Bernard Shaw

One thing I’m often asked by clients, and potential clients, is “how can you communicate our value proposition to help us get a better price?” A struggling economy heightens the challenge, but we have had success with numerous clients seeing record sales including blueberries, avocados, sweet potatoes, sweet corn and Prosciutto di Parma. I also believe our Vibrant Rioja team had a little to do with the U.S. becoming the number one winos in the world.

supermarket-shoppingRecently my thoughts have been focused on retailers, and the successful chains distinguishing themselves from Walmart, Target and Costco, whose food sales have been strong throughout the downturn. How are they differentiating themselves to be more than just a retailer to their customers and build loyalty beyond price?

Growing up, my mother always shopped at Kroger. Despite our limited budget, she didn’t shop around for the lowest price on every item from the four other chains within a 10 mile radius. She appreciated her familiarity with the store and the staff. Joining her on shopping trips, I was introduced to some of the employee and customer characters I came to know while working there for five years. Now that I’m in New York City, my wife prefers Fairway. Even though we shop at one of their seven locations, she reminisces squeezing through the aisles at their original Broadway store.

Chains with the greatest success have identifiable characteristics you can point to. Trader Joe’s has created a culture (some employees would call it a cult) that promotes fun and individuality. The atmosphere and the compensation have created an environment that employees and customers enjoy. Their private label strategy also has built customer loyalty, identifying premium suppliers with the flexibility and willingness to package under the Trader Joe brand. Despite the fact customers could find the exact same item under the producers brand in another store, it feels like a Trader Joe’s exclusive.

Some of the most successful chains in recent years have gone against the trend of trying to be everything to everyone, and focusing on areas that connect with customers. Whole Foods is synonymous with Organic and All-Natural. They are viewed as a socially responsible company that customers can feel good to patronize. Customers look forward to shopping there, rather than viewing it as a chore.woman-grocery-shopping-600

The Fresh Market was founded around the same time as Whole Food with a store concept that “brought back the feeling of open European style markets.” As they continue to expand, stores have distinguished themselves by offering fresh, high-quality food in a pleasurable shopping environment. They connect with a consumer that doesn’t put the lowest price as the top priority, a customer who understands and appreciates the quality of food, rather than viewing it as interchangeable widgets. I know people who can spend an hour in the store, if only there to pick up some coffee and fresh baked bread.

Connecting with customers is not limited to niche concepts. A recent survey of shoppers by U.K. supermarket chain Asda, a Walmart subsidiary, showed that 71 percent of men believe grocery stores are a better place to find a date than a bar or pub. Nearly half said they examined the contents of fellow shoppers’ baskets to determine whether they were single (and possibly to see if they have cats). Their animal_house_cucumber“Shop For Your Dream Date” Valentine’s promotion complete with an online dating service to match compatible customers showed they are more than just a place to buy milk. Whole Foods and Wegmans have had singles meet-ups spring up naturally, encouraged by the feeling of connection and belonging that customers feel with the chains and each other.

In today’s environment, price will always be a factor, but by differentiating yourself and connecting with customers on a personal level you can get them to look beyond the register and build loyalty. One thing that all these retailers have in common is outstanding customer service. Taking care of their employees through pay and benefits helps them attract dedicated individuals, but even more, creating a culture where employees are committed to the brand fosters an environment that keeps customers coming back.

What stores do you see distinguishing themselves to build customer loyalty?

 
AddThis Social Bookmark Button By Jason Stemm | Posted in Wine, Food & Nutrition | Tagged , , , , , | Comments (0)
Mar 17 2011

Why Brands Need to Pay Attention to Minority Consumers Part 2

March 17, 2011 – 12:50 pm

By Toni Carey (@toni_carey)

commonReaching minorities doesn’t mean that you have to employ a hip-hip icon or Hispanic movie star – but you do need to know who you’re trying to reach.

Several weeks ago, I explored how mainstream America is finally noticing the influence and buying power of the nation’s growing minority population. While targeting minorities may seem an obvious choice for some companies, many are still having a tough time determining how to reach such a coveted segment of the population.

That being said, where are minorities and what is the best way to reach them? Here are some helpful hints:

Get to know (and understand) your audience: The “one size fits all approach” does not work for minorities. In Building Brand Authenticity: 7 Habits of Iconic Brands, author Mike Beverland suggests market immersion instead of market research. Meaning that brands should consider employing minority consumers within its business, experiment with new products and, maybe most importantly take the consumer on a journey by getting their feedback in the early stages of product development. This may seem simple, but few brands truly immerse themselves in the culture they are targeting. Do you truly understand their culture? Do they drive or follow popular culture? Are you listening to what they are listening to? It doesn’t mean that you have to change your brand, but it does mean that you are sensitive to be aware of their thoughts and passions.

 Be authentic: Beverland also writes that brand authenticity leads to critical differentiation, increased purchased intentions and word-of-mouth support. But in order be effective, it’s important to understand that authenticity is built using three key steps:

  • Building product quality,
  • Establishing a strong reputation based on heritage or historical narrative
  • Being sincere and identifying your moral crusade.

African-Americans and Hispanics have a colorful history and embrace brands that have the same. Own your history and put a stake in what you believe it. Consumers will appreciate you for and will more easily identify with your brand.

Talk to them, not at them: In other words, engage in conversation. That means not being afraid to ask questions, such as what your company is doing right or wrong. Many companies don’t have enough humility to not only ask, but listen and take action based on customer feedback. Social media sites are great way to get a pulse of what your target audience is thinking or wants. (Twitter is a great platform to do this. Minority Internet users are twice as likely to use Twitter than their white counterparts). Not to mention their attitude toward social media is starkly different, which was evident during the 2008 election campaign. But being online and listening isn’t enough. You need to respond and be genuine. If you make promises, be sure to follow through.

imagesCA9DY0SX Go mobile, and they will come: African-Americans spent $9.4 billion in 2009 on mobile phones, yet only 27 percent of white mobile users own a smartphone. So who owns smartphones? Minorities. This doesn’t mean you have to create a mobile app, but it does mean that your website needs to be mobile friendly. While texting has taken a backseat to apps, it will re-emerge as a major communications tool, as seen by all the excitement generated by group texting apps like GroupMe at SXSW. In addition, texting is one of the primary vehicles to reach minorities. Seventy percent of all African-Americans and English speaking Latinos use text message versus over half of whites.

CurlyChicaBloggers are your friends (and best brand advocate): Bloggers have become a trusted news source  and if you choose to dismiss them, you’re missing out. African-Americans and Hispanics naturally form their own communities so when their looking for information about products, they’re more likely to look to their community or peers as resources. This is especially true when researching healthcare information. Involving bloggers in product development, asking them to give input on a product or including them in marketing/advertising efforts, are just a few ways to use bloggers as brand ambassadors. Huetiful Hair Steamer does an excellent job incorporating bloggers into the marketing efforts by sending bloggers product to try, encouraging them to blog and vlog their experience with the steamer and employing them in advertising campaigns. The third party endorsement that the company receives from bloggers has increased their brand awareness and essentially allowed their product to go viral.

 By keeping your brand authentic, creating targeted messages and focusing on engagement, your brand can reach minorities and help create a new wave of consumers that are sure to dominate the market.

 
AddThis Social Bookmark Button By tcarey | Posted in Digital Marketing | Tagged , , , | Comments (0)
Mar 16 2011
 
AddThis Social Bookmark Button By Pia Mara Finkell | Posted in Digital Marketing, Wine, Food & Nutrition | Tagged , , , , , , , , , , , , , , , , , , , , , , , , , | Comments (0)