Using Social Media Locally

To me, this is an excellent 'hit list' of social media tools local retailers and business can do to tap into their more limited geographical markets.  Organizing and implementing a nationwide or even international social media strategy, one that targets millions of consumers, is such a massively different game.  But the large scope of corporate social strategy shouldn't scare away smaller, more localized businesses from taking part.  As the article points out, the question is really how to find the people around you that matter.  Online tools are getting better and better about locating these people and for the most part, with their consent.  And even if a person is not directly interested in your service or product, they could be still interesting in having a discussion with you. Just as you might on the street, find them, approach them, have a conversation. 

Um, what??

Google has always been a pioneer of user and search privacy.  I think that's why this is so shocking.  Google's CEO recently said something along the lines if you don't have anything to hide, why should you care if you search privacy is honored.  In reaction, Mozilla has said, Bing will now become it's search engine of choice.  This is not a light statement as Mozilla's Firefox browser owes Google for a big part of its success. 

To me, this is just broken logic.  It assumes our desire for privacy is based off of need, as if we all are criminals, quietly planning the demise of human kind.  Not true (well, on most days anyway).  Instead the desire for privacy is a fundamental principle in which many internet users place high value, as do most people in general.  It's the satisfaction of being anonymous in an ever more crowded world and it should still remain the user's choice to release their identity.  Not to mention, this is a slippery slope.  We all know that the Federal Government will not stop at just using search queries to find terrorists.

At any rate, I have already moved over to Microsoft's Bing.  I suggest everyone else do the same.

Real-Time Search

Ah yes, the search wars continue.  Google just announced it will be releasing a real-time search feature as part of its traditional search results in response to a similar announcement from Microsoft's Bing.  This basically means users will have the ability to see results as they are happening (such as Tweets and other posts), right in their search results.  Simple enough.  However, as the article suggests, its significance will be large.  Brands will have to be more conscious than ever with how they are being discussed in the marketplace.

While this may seem a bit invasive to some brand managers or senior VPs, it's clearly just another inevitable step towards transparency from the user's standpoint:  something, I'm sure, all saavy web users will appreciate.

Going Mobile

2010 will almost certainly bring us a new variety of mobile devices and applications bred from the deepest pockets of our global conglomerates. Advertising, marketing, consumer demand, personalization, will all continue to grow dramatically with our little devices.  A notable application that will join with the new Google Android mobile operating system, Iphone, and others is Layar.  This application teams up with the system's GPS and Camera technologies to essentially give you heads up display info on shops, stores, buildings, and other location based items in real time.  The purpose is to essentially give you a digital, information read out of your current live environment.  Pretty cool if you ask me.

However, I'm cautious of how consumers will react to the increasing saturation of mobile advertising.  We are all ready inundated with ads on TV, movies, internet, radio, magazines, and pretty much anywhere else you look, which is not my complaint, that's how it works and it does work.  But at the same time, consumers have to filter out a large percentage of the messages they receive, and have become increasingly better at ignoring messages that aren't relevant to them.  And this isn't new, it has just been accelerated.  Advertisers will have to combat this effect by digging even deeper into personalization and customization as not to turn off their fickle audiences, or worse, be ignored.  As for me, I do ponder what's on the horizon.  In 10 years, will ads be streaming across my contact lenses?

Social Business Tool

In some of my interviews, I've been drawn to asking what types of tools or strategies do the particular companies utilize for collaborative purposes.  It strikes me as essential for even small agency types to think and work towards creating efficiency around internal lines of communication.  I'm sure most everyone would agree, but not everyone seems to put it very high on the priority scale. My answers have ranged widely, and even included the use of a shared file server (this is data storage, not a communication strategy). Strike you as odd too? 

As for solutions,  Basecamp has been know as an excellent application for project management and project oriented discussion.  Also, a new application Remindo looks to be more of a social option for companies to substitute for an intranet.  Both truly allow for easy group access to a central knowledge share.  Every company small or large could stand to evaluate such an option if they haven't, especially smaller companies where information and learning can often be lost in the day to day.

Cyber Monday

This 'shopping holiday' has always intrigued me since it's inception about ten years ago.  This year's Cyber Monday was apparently quite successful for many online retailers causing some brick and mortar stores to wonder about Black Friday's traditional appeal.  As for me, I can't begin to see the appeal in waking up at 5 or 6am the day after Thanksgiving to rush out to crowded stores and lines.  Give me a cup of coffee, my laptop and my recliner please.  All that said, all this online activity is great for consumers.  It forces websites and online retailers to focus on competitive deals, website functionality, product selection and customer service.

Online Job Search Tools

I've been a bit skeptical about these types of services for awhile, but I am taking the plunge and trying JobFox.  It's an interesting take (although underdeveloped) on mapping out a job candidate.  The main reason I signed up for this $20/month service, is it seems a lot of employers are using to collect resumes, and it does make it easier for me to apply for specific jobs.  My only complaint is that its decision or matchmaking system is a bit flawed or over simplistic.  Other ideas welcome.

About this blog

In an effort to both exercise some skill sets and have some fun, I will be regularly posting what I consider to be interesting events and opinions in marketing, media, technology and general business areas.  Feel free to add some thoughts or other related feedback.  Thanks for tagging along!

Evan

Resume

CAREER TARGET:

Mid-level Marketing Management/Strategic Analyst
Interactive - Account & Project Management - Media

MBA Strategic Marketing Manager offering 6 years of business experience coupled with a valuable background in economics and entrepreneurship. Strategy-minded, innovative and analytical; excellent skills in a variety of on-line and traditional marketing practices. Proven success initiating and spearheading client or department centric ventures that result in increased profitability and competitive advantage. Deeply goal-driven, energetic, and self-motivated; natural leader and strong team player.

Core Competencies & Qualifications:
Interactive and Traditional Project Management - Leadership & Strategic Management
E-Commerce & Usability - Pricing Strategies - Management Reporting
Marketing Metrics and Statistics - Client Management - Media and Advertising
Consumer Behavior and Trending - Business Development and Consulting
Market Segmentation & Research

EDUCATION:

University of New Hampshire, Portsmouth, NH
Marketing Management Workshops (2008)

- Mastering Multiple Projects
- Strategic Influencing

Whittemore School of Business and Economics, University of New Hampshire, Durham, NH
M.B.A., Concentration: Marketing and Entrepreneurship (2005)

- Graduated with Honors
- 100% Self-Financed Degree
- Received Graduate Assistantship in 2004-05 Based on 1st Year Academic Performance

Clark University, Worcester, MA
B.A., Economics, Concentration: Ethics and Public Policy (2001)

EMPLOYMENT HISTORY:

Bresette & Company, Portsmouth, NH
5/07 – 2/09

Account and Interactive Manager – Managed many of the agency’s largest clients. Coordinated and managed deliverables, copy writing, creative production, estimates, client correspondence and meetings. Contributed key input toward the strategic development of accounts. Managed IT infrastructure and other technical aspects of the company, including: computer networking, technical support, server maintenance and software application. Additional responsibilities included development of new business proposals, search engine marketing, web analytics, consulting, interactive project management and production assistance.

Director of Media Services – Managed media direction, buying, planning and research for all agency clients. Media clients included financial institutions, banks, consumer brands, professional services, real estate associations and government agencies. Developed promotional activity, created media proposals, researched innovative media methodologies and technology, negotiated pricing and placement and implemented metrics to evaluate campaign success.

Key Contributions

- All-inclusive branding and marketing projects included Dare Mighty Things (www.daremightythings.com), Seascape Capital Management (www.seascape-capital.com), and Direct Capital (www.directcapital.com).
- Effectively managed annual media spend including over $6m. Developed and executed annual awareness campaigns for Wentworth-Douglass Hospital (Dover, NH) that resulted in a 45% market share increase in total awareness over 3-4 years.
- Successfully designed and implemented new, internal information architecture at Bresette + Company including a central file server, and comprehensive data security strategy to meet growing requirements.

Stonewall Kitchen, York, ME
12/05 – 5/07

E-Commerce Coordinator – Managed and coordinated E-Commerce activities and online retail sales. Primary responsibility entailed managing the Linkshare affiliate program, which included growing affiliate relationships, negotiating special placement and commission rates, producing a weekly affiliate e-newsletter and the company-wide reporting of affiliate sales. Other responsibilities included managing and posting online retail, researching and engaging search and promotional partners, analyzing reports of website sales activities and management of email marketing campaigns and corresponding analytics.

Key Contributions

- Expanded total affiliate relationships to over 1,500 from 450.
- Affiliate program grossed over $750,000 in sales in 2006, a 47% increase from the previous year, with no additional expenses.
- Assisted in growing internet sales (4 person team) 350% YOY in 2006 with no additional funding.

Bresette & Company, Portsmouth, NH
7/04 – 11/05

Professional Internship – Produced and edited company press releases regarding new clientele and project initiation. These releases appeared in local print and web media. Assisted personnel with marketing research and analysis including formulating questionnaires and conducting surveys. Managed IT infrastructure including researching and choosing a new IT partner to help assist with day to day items as well as purchasing and implementing new back-end hardware and software. Other day to day tasks included items such as media research and negotiation, materials production and management and search engine research.


Liberty Mutual, Portsmouth, NH
9/04– 3/05

Consultant – Under the direction of the Manager of IT Service Management, conducted industry-based research to determine a set of industry best-practices for IT problem management. Completed a comprehensive compare/contrast analysis of Liberty’s IT problem management practices in order to develop client recommendations for improvement. Client was completely satisfied with results and was to pursue action based on recommendations.

Trade Partners UK, London, England
9/00-12/00

Government Internship – Worked with team of four to provide small business assistance related to exporting to the United States. Developed and produced a monthly newsletter to inform prospective business clientele of assistance programs and eligibility requirements. Daily tasks included maintaining a consistent information flow to clients, maintaining an accurate and current client database and providing general assistance to team members.

SKILLS:

Expertise in professional business writing in items such as business plans, new business proposals, press releases and strategic analysis reports. Education and experience with market research practices and software such as SPSS.

Experience with and affinity towards new business technologies both in software and hardware. Skilled with new web 2.0 applications and social media trends to promote business objectives. Proficient with all major Microsoft Office applications, Google and Yahoo search marketing tools, email marketing applications (Silverpop, Constant Contact, Vertical Response).

Additional experience with HTML editing, Photoshop, content management software and modeling/forecasting. Working knowledge of Microsoft Access and other database/data analysis applications such as WebTrends and Google Analytics.


Note: References available upon request.