Marketing Idea: FourSquare Venue Plugin for WordPress

Aside

So I added a widget to my blog sidebar to show where FourSquare thinks I still am. Useless perhaps, but a little neat. While poking around the vast reaches of the WordPress Plugin Repository, I found the Foursquare Venue Plugin for WordPress, which looks interesting. If you have a venue that people may check into, you can extend your WordPress site to show a real-time display of who’s there and who’s the mayor. Add an incentive for whoever the current mayor happens to be (free refills, fries or a discount of some sort, whatever) and you may just encourage more FourSquare users to turn up and check in. Nice. Very Guerrilla, and social too.

Why Your Campaign Won’t Go Viral

I was reading The Viral Marketing Cheat Sheet from KISSmetrics, which turns out to be not a bad guide to viral campaigns. Analyzing as I read, I came to the graph of the top ten viral campaigns of 2010, and noticed that the list consists of generally well-known brands. Ones who can afford to drop some coin on a campaign that doesn’t adhere to an age-old formula, and have it flop. They can afford to experiment.

What about the rest of us, the smaller brands with less name recognition? When those brands spend money, they want some assurance of return. They want something tried-and-true, and don’t want to pay the cost of experimentation. As a result, it’s pretty hard to hit it out of the park. It just doesn’t happen.

Social Media ROI & Unicorn Mortality

Einstein on Social Media ROI and Unicorn Mortality Last week I attended the first meetup of the Marketing & Technology group, which turned out to be a great first meeting. Since the intersection of marketing and technology is where I’ve lived and played for more than a decade now (since it was just a lonely crossroads), I’m looking forward to seeing the group grow and evolve.

The first meeting featured a discussion panel, to which Ryan Caligiuri posed a number of questions. Several of these had me wanting to interject, like the question of measuring social media ROI (Return on Investment), a practice which some have completely discounted as inadvisable or downright impossible.

Letters of Reference

It should be an obvious tactic, but for most people it’s just an afterthought that occurs too late. I’ve recently started asking each of my clients for a letter of reference that I can use in my portfolio. All are willing and most are even eager to provide one, which is for me a sure sign that the client is happy. If ever one weren’t this would be a good way to uncover and address an issue… another reminder that a wrap-up meeting is a good idea at the end of a project. This is the natural time to review what’s been done, do any training necessary, and plan future steps. My favorite email response though, was this one:

The Three C's of Web Strategy

Ten years ago I was educating people about what they might expect from their websites. For many medium and small businesses, it was their first website, and they wanted to know how it was going to make them money. Nowadays, a web presence has become a part of almost every business’ “price of admission”. Ten years ago, you weren’t credible without a business card and a Yellow Pages listing, and people were already seeing that before long a website would become a part of the minimum credibility standard.

Unintentional Brand Association

Last summer, one of the wine stores[1] 605868_glass_of_wine_with_cork_2 that I frequent most announced that it would be moving later that fall. Since the name of the shop included the street name where it was located, they would be changing their name — and they were holding a contest for customers to suggest a new one. The winner got a $250 store credit, so I was keen on winning… but my suggestion, La Dolce Vino, didn’t win (maybe someone else can use that). When the relocated store opened earlier this year, I was quite surprised to see what did win. Personally I found the new name uninteresting (maybe that’s sour grapes!), but the bigger surprise — and mistake — was the unintentional brand association.