Big Opportunities for Small Businesses in Facebook Pages Redesign | Social Media Today

Big Opportunities for Small Businesses in Facebook Pages Redesign | Social Media Today.

Great news for small businesses like me!

SEO – It Takes Hard Work and Perseverance

There are some cold, hard truths about SEO that some people just want to ignore.  Like the old joke “How do you get to Carnegie Hall? Practice, practice, practice”, being successful at SEO requires hard work and perseverance.  In short, there are no short cuts.  If you don’t believe me, here’s a link to a very interesting article just published in Read, Write, Biz called “Why You Should Avoid Black Hat SEO Link Schemes At All Costs“.  In this article, the author references the recent slap-down that Google handed JC Penney when they caught them using  a link scheme that “spammed” their search terms across the web.  The result – imagine going from the number 1 Google result for “living room furniture” to number 68 in the span of 2 hours. 

Moral of the story: There are no shortcuts, just detours.  If you want real, lasting results for your SEO efforts, it takes hard work and perseverance.

You Gotta Have Friends

In my previous post, Practicing Social Networking, I forgot to mention the most important thing about using Social Media: it will require some level of socialization on your part. For those of you (I include myself) who are guilty of ignoring Friend Requests or not reading their own Wall posts, you must remember that to have customers Like you or Follow you, you have to be willing to participate. Just like in high school, to be popular you gotta have friends.

So, if you think you or your business just can’t make that social connection, hire someone to do it for you. There is nothing sadder than a Facebook page with no Likes and no posts. It’s better to not create a page or delete the one you have if you are not going to keep it up. Building a social network requires involvement and some dedication. But, it can definitely pay-off.

By the way, I just created my own Facebook page for my business so I can show you how things progress. So please Like Me!

(BTW: You may notice that I Liked my own company.  It’s ok to do that.  Now my posts will show up in my News Feed on my personal site and I can invite my friends to Like me.)

Practicing Social Networking

For those of you who are struggling to figure out how to use social networking and social media for your business (and why you should even care), let me just say that it’s a journey.  Or, a quest. Or, even an epic odyssey.  But in the end, it’s worth it.  It really does pay off.   Only, not in ways you might have envisioned.  Let me share with you, over the course of several posts, what I have learned.  And, in the process, I hope to keep learning and to keep you from falling asleep!  You can build your business with social media and have some fun along the way.  And by the way, most of these sites or tools are FREE, so you have nothing to lose.

First things first, as they say.  You need a Facebook page for your business.  I have personally created about 25 of these, so I know a few things about them.  You have to be organized before you start.  The first time I wasn’t and I ended up having to delete the page, due to the fact that it was completely screwed up and could not be fixed.  I need to add one thing here, Facebook has the world’s WORST support and there are probably no real people working there.  DO NOT count on them to help.  If necessary, consult a teenager, it is infinitely less painful.  So gather up your photos, logos, web links, friends names and get started.

Unless you want your customers and prospective customers (even competitors) from knowing the intimate details of your social life, you need to create a business profile.  Use your real name and a work email address to keep it separate from your personal stuff.  Once you create the business profile, you can create a page for your business.

This is a screen shot of how that works:

Once you create the business page, you can build the profile.

Next Post:

How to use your Facebook page.

It’s Time to Put Social Media to Work for Your Business

Business owners, in general, are a cautious lot.  Not unlike wary animals on the savannah, they tend to stay close to the center of the group, leaving the edges to the young, inexperienced or just plain brave.  They sniff the water before drinking and step tentatively on new ground before taking a leap.  So it has been with Social Media.  This is unfirm ground to them; a new frontier they’re willing to explore only after the other pioneers have returned safely.  That said, having just read a compelling article in CMO magazine about the multitude of ways Kodak is using social media and social networking, I am convinced the time has come to put them to use for your business.

http://www.cmo.com/social-media/real-kodak-moment-kick-starting-social-media?cmpid=TT63

Top Tools to Measure Your Social Media Success | Social Media Today

If you are interested in measuring how successful your social media efforts are, check out this article.

Top Tools to Measure Your Social Media Success | Social Media Today.

4 reasons you’re still failing at integration – Hurdle 4 – iMediaConnection.com

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Mobile and Social Networking Adoption: An Analysis of the Homebuilding Industry

Introduction

The homebuilding industry has not normally been an early adopter of marketing technology and instead has relied on traditional marketing channels such as direct mail, radio and newspaper advertising, signage and realtor outreach.  Recently, the homebuilding industry has become more aggressive in the adoption of mobile and social networking as a marketing channel.  This paper will analyze the behavior of three homebuilders, Meritage Homes, Lennar and Shea Homes, who are in varying stages of adoption and deployment.

Background

Over the past several years, the focus on online, mobile and social networking has increased as homebuilders began to recognize the power of web-based marketing in reaching potential buyers.  As a result of the economic downturn and resulting near-collapse of the housing industry, many homebuilders have shifted their attention to first-time homebuyers and products with lower price points.  The majority of first-time homebuyers are between the ages of 30-39, with an average income between $30k and $75K.[1] This demographic is very similar to that of mobile device users and social networking site users. 

Because the home buying process is complex, has a long buying cycle (normally 12-18 months) and is highly regulated, a home sale cannot be completed through the web.  The focus of homebuilder websites is on providing information that is critical to the buying process: product, price, location and contact information with the “lead conversion” occurring when a potential buyer visits a physical sales office. 

There are two separate audiences for a homebuilder’s products and services: buyers and Realtors.  Each of these audiences has similar information needs but different viewpoints.   Realtors have been aggressive in adopting technology such as mobile devices and smart phones and are extremely active on social networking sites such as Facebook, Linked In and Twitter.  The National Association of Realtors Facebook page has 62,016 Likes.[2]  Realtors actively use Facebook to build and maintain their network of clients and prospects.

In addition to the homebuilders’ proprietary mobile websites, there are numerous content aggregators who consolidate, re-package and brand the basic content and provide add-on tools and services.  The resulting mobile site is a rich-media, highly interactive user experience that fully leverages the capability of the device including: iPhone, iPad, iPod, Android, Blackberry and Palm. The primary players include: Zillow, Trulia, Realtor.com, Smarter Agent, New Home Source and Move.com.  These content aggregators have been very aggressive in developing mobile solutions.   Smarter Agent has patented the use of geo-location technology through GPS and other methods when it is used to provide information about a real estate listing by mobile devices and is vigorously protecting its patent rights with other content aggregators. [3]

Example sites

  

 

Industry Trends

• Outbound SMS messages – Messages sent to selected opt-in groups to deliver time-sensitive offers and promotions is increasing in popularity.  KB Homes recently announced a program for Realtors.
• Smart phone apps – Most homebuilders lack the technical infrastructure necessary to develop and maintain mobile websites and apps and rely instead on external resources.  Low-cost, commodity solutions are easy to adopt and have reduced the barriers to entry, but do not create a competitive advantage.
• Social networking – Homebuilders are increasing their presence on sites like Facebook.  Advertising on these sites is increasing. 

Three Homebuilders; Three Approaches

The following section examines the use of mobile and social networking as marketing channels by three homebuilders: Meritage Homes, Lennar and Shea Homes. Each of these homebuilders has taken a different approach to the marketing channel and the underlying technology.   We will focus on four areas of functionality being utilized: mobile web, mobile advertising, text messaging and social networking.   Based on how each homebuilder is using the functionality and the underlying technology, we have characterized each as an Early Adopter, Mainstream or Trailing Edge.

Meritage Homes

Meritage Homes is the 9^th largest public homebuilder in the US[4] with divisions located primarily in the South, Southwest and West.  In general, Meritage is Mainstream in its adoption of mobile and Trailing Edge in social networking.

• Mobile web – Meritage has a mobile website that was developed by Advanced Mobile Solutions.  This developer created mobile websites for numerous homebuilders through an offering by Builder Digital Exchange (BDX).  Although functional, there is no branding.  Code on the main website recognizes an incoming mobile device and redirects to a mobile version.  The list of recognized devices is maintained manually. There is one version for all mobile devices.  The site provides product images, pricing, location and a Click to Call function. There is no geo-location capability.   After determining that a compiled application (app) would require extensive development and ongoing support, Meritage decided to develop two versions of the mobile site, each of which would deliver the optimum experience to the Smartphone user. The BASIC SMARTPHONE version – Mobile phone with access to the internet and a web browser that supports XHTML 1.0, but does not support HTML5, CSS3, and JavaScript. Does not support flash. An ADVANCED SMARTPHONE version- Mobile phone with access to the internet and a web browser that supports HTML 5, CSS3, and JavaScript. Does not support flash.
• Mobile advertising – Meritage is not active in mobile advertising but has the capability to place ads on content aggregator sites and other sites within the real estate content network.
• Text messaging – Meritage has previously tried using short-code SMS messages tied to inventory homes. This program had limited success and was terminated in favor of the Click to Call feature of the mobile website. Meritage is currently evaluating the use of outbound broadcast text messaging (SMS) to a group of opted-in contacts (i.e., Realtors).  Meritage recently changed their online registration form to allow prospects and Realtors to choose Text messaging as the preferred communication channel.
• Social networking – Meritage has recently become active in social networking with several Facebook pages, an active Twitter account and has integrated social networks with other marketing channels. Although not currently advertising on Facebook, there are plans to launch several campaigns to promote webinars, grand openings and other events at a local level.

Lennar

Lennar is the 3^rd largest public homebuilder in the US[5].  Based in Miami, Lennar builds in numerous locations across the US.  Lennar is solidly Mainstream in their adoption of mobile technology and was an Early Adopter in the area of Social Networking.

• Mobile web – Lennar has a branded website that delivers a consistent interface but does not provide an enhanced experience or capabilities for smart phone users. Click to Call is offered. Code on the main website recognizes an incoming mobile device and redirects to a mobile version.  The list of recognized devices is maintained manually. There is one version for all mobile devices. 
• Mobile advertising – Lennar is not actively doing any mobile advertising.
• Text messaging –  Lennar is not actively collecting mobile phone numbers and does not list mobile phone or text message as a preferred way to contact prospects.
• Social networking – Lennar is very active in Social networking. Facebook contests are used to obtain registrations which then fuel marketing efforts.  On average, visits to Lennar.com from social networking sites are 4.7% of total visits[6], one of the highest of the large builders. No advertising has been noted.

Shea Homes

Shea Homes ranks 20^th on the 2009 Builder 100.[7] Shea is privately owned and builds in the South, Southwest and West. Shea is an Early Adopter of mobile and social networking. 

• Mobile – Shea was the first major homebuilder to launch an iPhone and iPad application. The app is delivers a first-rate user experience and fully leverages the capabilities of the iPhone including geo-location through GPS, map zoom, ability to expand images, and other standard 3G and 4G features.  They are required to update the app on a regular basis, which they do through the iPhone App Store. 
• Mobile advertising – Shea is not actively doing any mobile advertising.
• Text messaging -  Shea is not actively collecting mobile phone numbers and does not list mobile phone or text message as a preferred way to contact prospects.
• Social networking – Shea has been very active in Social networking, especially through Shea Spaces, the product line targeted at first-time home buyers.

 

 

Conclusion

Homebuilders are not normally on the leading edge of new technology adoption.  They have been slow to adopt mobile technology and social networking, although there are a few early adopters.  There is a convergence of the target market with mobile device and social networks that cannot be ignored.  This represents a unique opportunity to connect with and cultivate long-term relationships with potential buyers and Realtors.

There are several areas where the homebuilding industry could benefit from expertise and thought leadership in marketing through mobile and social networking channels. 

• Geo-Targeted advertising – The best way to connect with prospects and realtors is when they are in close-proximity to homebuilders’ communities.  Offering special promotions, discounts or invitations to events while a prospect is nearby would greatly increase the likelihood of a community visit.
• Mobile marketing – This is an area where homebuilders are not well versed and there are few “packaged” offerings from content aggregators. As mobile devices increase in popularity, there should be an increased focus in this area.
• Social network advertising – Few are using it and it is a great opportunity to connect with the right demographic.

 

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[1] Century 21, First Time Home Buyer and Seller Survey, (http://www.century21.com/buyingadvice/buying101/pdf/profile-of-a-first-time-homebuyer-checklist2.pdf), 2010, April 21.

[2] Facebook, National Association of Realtors, (http://www.facebook.com/pages/National-Association-of-REALTORSR/31367825182).

[3] Techflash.com, Zillow, other real estate firms hit with patent infringement suit, (http://www.techflash.com/seattle/2010/04/zillow_others_slapped_with_patent_infringement_suit.html), April 9, 2010

[4] Builder Online, 2009 Builder 100, (http://www.builderonline.com/builder100/2009.aspx), 2010

[5] Builder Online, 2009 Builder 100, (http://www.builderonline.com/builder100/2009.aspx), 2010

[6] Hitwise Key Traffic Driver Report, September, 2010

[7]Builder Online, 2009 Builder 100, (http://www.builderonline.com/builder100/2009.aspx), 2010

A Helpful Resource on Writing for the Web

Although the title could be misleading (Hint – it’s not something you would find on the Style Network), the Yahoo! Style Guide is a great resource on writing for the web.  I can’t believe I’ve never seen this before; it would have saved me loads of time and effort.  In fact, I plan to check all my web content tonight to make sure it is not only SEO compliant, but that it’s eye-tracking optimized and written in my “web voice”. 

Check it out at http://styleguide.yahoo.com/

 

What to Look for When Choosing an Interactive Agency or Web Developer

Raise your hand if  you have ever experienced the following when going through the process of selecting an interactive agency or web developer:

1. An overwhelming sense of confusion after listening to 5 minutes of their presentation.
2. The feeling that everything you have been doing that relates to the web is either wrong, out of date, pathetic, or all of the above.
3. It’s going to cost a lot of money to see results.
4. At the end of the project, it’s highly likely that whatever you do will be obsolete.
5. ROI is a foreign concept.

 Just remember two things: You are Not Alone and All Agencies are Not Created Equal.  There are some key elements that can help you distinguish a good interactive agency from mediocre or even bad.  Let’s start with some definitions.  A web designer or developer specializes in the design and development of a website or internet application.  They may or may not offer Search-engine optimization (SEO),  database development or content development and management.  An Interactive Agency, normally offers website design together with development, advertising, and promotion (SEO).  They should also be able to pull together internet marketing with traditional marketing to create an integrated marketing strategy that delivers a one-two punch.

I ran across a comprehensive and pretty darn good article on choosing an Interactive Agency or Web Developer on Unruly Monkey Studios website recently (http://www.unrulystudios.com/articles/How-To-Choose-An-Interactive-Agency-Or-Web-Developer/). This article expands on my previous blog post “Wanna Compete with the Big Guys? Invest in a Great Website”.  The fundamentals are the same – define your business needs, understand your audience, create a plan, design the site, and then build the site.  What they talk about that is really important, is how to choose an agency or developer that can deliver. 

Here’s my synopsis:

• As the client, it’s crucial that you understand your business goal and objectives and that you communicate them to the agency/developer. You may need to do some homework and some planning, but this step can save you time and money. Define your audience (prospects), products, services and budget.
• Ask questions if you don’t understand a term or proposed service and steer clear of any one who won’t/can’t answer.
• Require real examples and references and check them out.
• Request a project plan complete with deliverables.  Discuss how changes will be handled.
• Make sure you spell out all the required/expected services in the contract.  And avoid “bundled” services if you aren’t sure what is included in the bundle. 
• Talk about reporting and measuring Return on Investment (ROI).  A good agency/developer should be able to help you define goals and measure success.

Nothing magic here; just good business.