LinkedIn is important, too!

8 May

I see it all the time: Underdeveloped, misused, uninformative LinkedIn pages. With 161 million users (as of March 30, 2012) in over 200 countries and territories, keeping your company’s page up-to-date is important! Make sure your company is putting it’s best foot forward with these quick fixes:

Editing tabs

On a company’s profile page, there are the ‘Overview,’ ‘Careers’ and ‘Products and Services’ tabs. Edit these tabs and utilize them to your best advantage.

Overview

The first page your readers see is the ‘Overview,’ so make it count! Although you can add up to 1,500 characters, readers only see the first few sentences before having to click a link to read further. Therefore, put the most important information first.

Describe your company’s specialties. These are the words used to describe what you do or what products you produce. You can add up to 20.

If your company has a blog, link it’s URL to the LinkedIn page. This will provide an easy way to keep your profile updated regularly.

Careers

This tab costs $195 month and provides an easy way to advertise your company’s openings.

Products and Services

This tab comes at no cost to you. Therefore, it should be edited. In the ‘Spotlight’ you can add images that enhance your company’s products.

Not only can you highlight you products, you can create individual smaller tabs for each product under ‘Enhanced Product/Service Detail.’

A few more quick tips

  • Make sure all  of your social media sites contain a link to LinkedIn. On your company website, insert a LinkedIn Plugin that will allow consumers and users to recommend your page.
  • Ask others to follow your company through Facebook, Twitter and E-Newsletters.
  • Post status updates on your LinkedIn Company Page such as new hires, relevant company or product news and things going on around the office. This will let users know that you utilize LinkedIn regularly. It will also help better your SEO.
  • Link your company’s website so that consumers know where to find out more about your product and/or service.

Shawna Polivka
Burgie MediaFusion

5 Business Etiquette Rules

23 Apr

We recently read this article on LinkedIn, and it definitely strikes a chord with us…we believe in business etiquette and following certain guidelines and rules.

Here are the five rules they (and we) believe are still relevant in today; with the new communication platforms, like Facebook and Linked In, we are more unsure of the level of appropriateness and we’re left wondering how to navigate uncharted social territory.

1. Send a Thank You Note

This one in particular reigns high on our radar:

The art of the thank you note should never die. If you have a job interview, or if you’re visiting clients or meeting new business partners—especially if you want the job, or the contract or deal—take the time to write a note. You’ll differentiate yourself by doing so and it will reflect well on your company too.

2. Know the Names

It’s just as important to know your peers or employees as it is to develop relationships with clients, vendors or management. Reach out to people in your company, regardless of their roles, and acknowledge what they do.

We spend too much of our time these days looking up – impressing senior management. But it’s worth stepping back and acknowledging and getting to know all of the integral people who work hard to make your business run.- we believe this is a great concept one that implies you know who makes something “work”, it isn’t always the parts that are visible that make something really work, it might be those you DON”T see!

3. Observe the ‘Elevator Rule’

When meeting with clients or potential business partners off-site, don’t discuss your impressions of the meeting with your colleagues until the elevator has reached the bottom floor and you’re walking out of the building. That’s true even if you’re the only ones in the elevator.

Call it superstitious or call it polite—but either way, don’t risk damaging your reputation by rehashing the conversation as soon as you walk away.

4. Focus on the Face, Not the Screen

It’s hard not to be distracted these days. We have a plethora of devices to keep us occupied; emails and phone calls come through at all hours; and we all think we have to multitask to feel efficient and productive.

But that’s not true: When you’re in a meeting or listening to someone speak, turn off the phone. Don’t check your email. Pay attention and be present.- YES, thank you!

BE PRESENT!

5. Don’t Judge

We all have our vices—and we all have room for improvement. One of the most important parts of modern-day etiquette is not to criticize others.

You may disagree with how another person handles a specific situation, but rise above and recognize that everyone is trying their best. It’s not your duty to judge others based on what you feel is right. You are only responsible for yourself.

We live in a world where both people and businesses are concerned about brand awareness. Individuals want to stand out and be liked and accepted by their peers–both socially and professionally.

The digital landscape has made it even more difficult to know whether or not you’re crossing a line, but I think it’s simple. Etiquette is positive. It’s a way of being—not a set of rules or dos and don’ts.

So before you create that hashtag, post on someone’s Facebook page or text someone mid-meeting, remember the fundamentals: Will this make someone feel good?- WOW what a good rule of thumb to follow!

And remember the elemental act of putting pen to paper and writing a note. You’ll make a lasting impression that a shout-out on Twitter or a Facebook wall mention can’t even touch.

Everyone makes mistakes

30 Mar

Even we make mistakes [I can hear the gasps from here]. We received this email below from Bed Bath and Beyond and I guarantee whomever was in charge of editing and proofing the email got that feeling of being punched in the gut (wait am I the only one that gets this feeling?)when they figured out that their email news blast had an error in it.

Can you spot the error? (you may need to click on the photo to blow it up)

Okay, we’ll help you out…it is in the subject line of the email. They misspelled furniture, oops. This brings us to the importance of proofreading your emails, newsletters, documents, EVERYTHING…and don’t forget the subject line, which spell check does not capture!

Facebook forcing companies to have identities

26 Mar

We recently read an article written by: found here. We found it interesting how with its new timeline, Facebook is trying to get businesses to become more “personable”. They want companies to talk less about them and offer a more interactive experience.

With the lack of default landing tabs, the prohibition of promotional items on Cover images, and the prominent display of friends’ interactions with the brand combine to put something other than commerce at the forefront of the Facebook Page experience it brings more personalization.

We certainly agree with that as we know no one wants to be fed information over and over and over…we also find it important to be helpful and useful to our clients and those that “like” us.

Read on below for more of the article:

In an excellent piece on VentureBeat, ace tech journalist Jolie O’Dell quotes Facebook design lead Sam Lessin as saying:

“(Timeline is about) the whole concept that organizations have identities, that a nonprofit, a sports team, all have identities that they want to express.”

About the new Cover photos, and in particular Facebook’s ban against promotional messaging in them, Lessin said:

“The key with cover photos is storytelling and expression. We want to create a good experience for everyone, and we think these guidelines really help brands… They’re encouraging people to create engaging content that people want to come back to and create and emotional connection with.”

Perhaps the most under-reported and puzzling statement about Timeline was this gem from Facebook project director Gokul Rajaram:

“Brands don’t want to be overly promotional; in the long-term, they know it’s a turn-off to people… They want to have a deeper connection.”

Why Would We Want to Make Money When We Can “Engage”?

I’m not sure I agree that brands don’t want to be overly promotional, or that they inherently want to have a deeper connection. Brands want to be successful, period.

If direct mailing miniature bags of popcorn carefully scented with a special fragrance formulated by Angelina Jolie herself proved to be effective, brands would be all over that tactic like a feral cat on an unguarded ham. In fact, as the infographic below suggests, two-thirds of online retailers on Facebook are almost purely promotional.

It’s perhaps more accurate to state that some people (including me) believe that being too promotional on Facebook is a slippery slope and can ultimately fray the relationship with customers. Facebook seems to agree (in spades) because they have decreed that brands must embrace the photo-centric, feel-good ethos of Timeline.

Facebook is on record as saying that its goal is to have brands act and interact just like people, and if your company wants to actually make money from Facebook? Well, there’s a whole bunch of advertising options available for that.

Jolie O’Dell nailed it in the summary of her article:

“Marketers love and live by calls to action, so if calls to action are illegal in Page cover photos but legal in Facebook ads, marketers will still be shelling out for Facebook ads to the tune of billions each year.”

Facebook page restrictions change

19 Mar

After researching the new Timeline for Facebook’s business pages, I thought I’d share some very interesting things I found on the restrictions placed on pages.

Cover photo

Did you know that you will not see cover photos that say ‘like’ or ‘share’ this page? Your cover photo cannot contain discounts, calls to action or contact information found under the ‘About’ section.

No worries, though. You can still add up to 12 apps to your page including a welcome page. This is located under the cover photo, and you now have the option to change the photo to the app’s link. Many companies are using these photos to initiate a call to action.

Also note that the profile photo is now 30 pixel by 30 pixel. Therefore, this should not contain too many words, but rather just a logo.

Page name

The name of your page cannot be generic like “baseball.” Facebook also requires that the name uses “proper, grammatically correct capitalization and may not include all capitals, except acronyms.” You cannot use symbols, either.

If you wish to change the name of your page, you have to have a valid reason and it cannot “mislead” the consumer or result in an “unintended connection.”

You will not be able to make a name change that would require you to re-categorize your product, either.

Be sure to check out the Facebook Pages Terms for more information.

Shawna Polivka
Burgie MediaFusion

Four ways to measure Pinterest using Google Analytics

14 Mar

Original article found here. We found this article very interesting since Pinterest is blowing up- how can we make it measurable?

How many referrals does Pinterest generate? Are those visits valuable? Do they convert? Are they engaged? How many people use the “pin it” button on a site? Which pictures on a site are the most pinned and repinned?

Here are four ways to measure Pinterest using Google Analytics:

1. Referral Reports


This is an easy way to track how many visits are coming to your site from Pinterest. Go to Traffic Sources > Sources > Referrals Report. From there, if you don’t see pinterest.com (or m.pinterest.com) in your top 10 referrals, search “pinterest” using the inline filter at the top of the table.

To make it easier, create an advanced segment that includes only traffic from Pinterest. I’ve already done that for you, just go grab the advanced segment here. From there, you can make your report more interesting by choosing a goal set and using the comparison view, as shown below.

As long as you have some goals set up in your analytics, this report will let you view how visits from Pinterest compare to the site average. For instance, is the goal completion rate for Pinterest visits higher or lower than the site average goal completion rate?

If you have an ecommerce site (and have ecommerce tracking enabled in Google Analytics), find out whether Pinterest visitors are more likely to purchase, and whether their average order values are higher or lower than other sources of traffic. To do this, just click on the Ecommerce tab (instead of the Goal Set tab) and select one of the ecommerce metrics (revenue, transactions, average value, ecommerce conversion rate or per visit value).


2. Custom Reports


Another way to focus your analysis on Pinterest is to use custom reports. Custom reports let you mash up just the specific information you want to see. For example, this custom report will show the pages (i.e. pins) on Pinterest that sent visits, how many visitors came from each page, whether they’ve been to your site before, how many pages they looked at, how long they stayed, whether they bounced (saw one page and left), whether they completed a goal, and the average value of each visit (based on ecommerce revenue). Pin that!

Take it one step further and choose Landing Page as your secondary dimension. Now you know which pictures (i.e. products) on your site are so awesome that people willingly leave Pinterest to go to your site. Show this to your boss and collect your raise.


3. Dashboards


Dashboards in Google Analytics provide high-level, end-to-end views of your site activities. You can add all the information you need to see on a regular basis just by adding widgets to your dashboard.

When tracking Pinterest, monitor several key areas: daily visits from Pinterest, how many of those visits originate on mobile devices, how long users stay and how many pages they look at, your most popular content, and whether pinners are completing your goals and buying your products.

Dashboards help you keep close tabs on whether your efforts on Pinterest are paying off or falling flat. It can also help you determine which products resonate with the Pinterest demographic, so you can strategize future pin content. The dashboard below (which you can get a copy of here) displays all this info and more.


4. Multi-Channel Funnels


If you’re judging whether Pinterest visits convert (e.g., complete a goal, make a purchase), be careful. The standard reports in Google Analytics use last click attribution, meaning Pinterest will only get credit for the conversion if it is the last source of the visit that converts. In layman’s terms, if I first come to your site from Pinterest, then come back later through an organic search and make a purchase, that purchase gets credited to the organic search. Poor Pinterest gets left out in the cold.

But we can do better. To get a more complete picture of how many conversions can be fully (or partially) attributed to Pinterest, look at the Multi-Channel Funnels reports in Google Analtyics. First, take a look at the Assisted Conversions report. Select Source/Medium as the primary dimension, and filter for Pinterest (see image below).

This will tell you how many times Pinterest assisted with a conversion (it wasn’t the last source before a conversion), and how many times it was the last source before a conversion. It may be that Pinterest primarily drives awareness of your brand/product/site, but people come back later to convert.

Next, to see how Pinterest and other sources of traffic mingle before that final conversion, go to the Top Conversion Paths report (see above). Again, select Source/Medium Path as the primary dimension and filter for Pinterest. Now, you can see cases in which Pinterest drove traffic, users who returned sometime later and converted.

LinkedIn launches plan to grow its follower system with new button

6 Mar

Ever wish you could follow a company on LinkedIn via its homepage?

Well now you can!

LinkedIn recently created a “follow company” button that can be embedded in to a company’s Website.

Some of the company’s that have already started using the button include Starbucks, AT&T and American Express.

How to embed the “follow” button 

To get your button, click this link. First, you can chose to show a count of how many people have followed your company or pick a button with no count. Then click, “Get Code.” Copy and paste the code into your website and voila!

Other buttons

LinkedIn also has a handful of other useful buttons that you can install on your company’s page.

The “share” button allows you to share articles with others in your network and the “recommend” button shows others brands that you approve.

And remember, LinkedIn is still growing each day. The site now has 150 million users!