Monthly Archives: June 2012

Link Friday: The Promotional Edition

Posted on Friday, June 29, 2012 by Alan

When two dozen cookies were delivered to our office courtesy of Tank Goodness yesterday, it made us reflect on the lengths businesses go to promote themselves. This week’s Link Friday discusses promotions and contests around today, and how successful contests function.

Stay cool this weekend!

Is Facebook a winning or losing proposition?

Posted on Wednesday, June 27, 2012 by Alan

In the marketing world, Facebook spending has become a controversial topic. Some argue Facebook is a giant waste of resources due to the low click-through rates. Meanwhile, others argue that it can bring you a return of five times your original investment. The answer is simple: Facebook can be effective. The key is to take harness Facebook’s network and use it to your advantage.

Building a fan base is the first essential step when introducing a brand to Facebook. But it doesn’t stop there. Encouraging fan engagement, expanding reach, and taking advantage of amplification are also imperative steps. By using a combination of media, Facebook can provide brands with the worthwhile ROIs.

ComScore’s white paper, “The Power of Like: 2” emphasizes that including owned, earned and paid media will assist in reaching Facebook marketing goals. Owned media is the brand page created: it is home to the brand’s content and serves as the face of the brand. Earned media is your fans’ engagement with and sharing of your content. When a fan shares a story from your page with their friends, amplification kicks in. Amplification rates usually extend the reach of your content by 50 to 200 percent. Lastly, there’s paid media, which consists of advertisements and sponsored stories on Facebook that lead users to your page. The convergence of three types of media in one space provides a social context to your brand, weaving it into users’ virtual interactions.

Then there’s the digital advantage.  Analytics and data available to all brand page managers, making it simple to narrow down demographics and target small and specific markets. Information regarding “Likes”, age, sex, location, relationship status, education, and more gives the smaller reach of Facebook an advantage.   For example, if a user likes one of our community pages, we could use that information to guide them to the corresponding county page, consequently helping the user find more content relevant to their interests, while simultaneously promoting our pages. Digital advertising certainly provides advantages like easy-to-accumulate data and insights. Facebook specifically allows for social monitoring and listening, which helps brands understand their consumers and the conversation surrounding their product.

The moral of the story is that Facebook is not win or lose. There are tons of factors that play into a page’s ability to generate return.  It’s true, some industries are more likely to experience higher ROIs, and some brands just flop.  However, by strategizing and using the full scope of Facebook’s offerings, there is potential to succeed.

Link Friday: Summer Holiday Edition

Posted on Friday, June 22, 2012 by Alan

With the Fourth of July quickly approaching, it’s the prime time to take a long weekend away from home. In honor of the most popular summer travel months, this Link Friday will focus on how, what, where and when Americans travel.

Good luck planning your summer vacations!

Link Friday: The Pinterest Edition

Posted on Friday, June 15, 2012 by Alan

Now that our first Pinterest board is officially live, this Link Friday will focus on how Pinterest is being used. Not only has the destination marketing industry adopted Pinterest as the up and coming social media site, it is becoming an international phenomenon. Our Pinterest board only has some content for now, but make sure to follow it @WisconsinTravel for more to come!

  • Pinterest isn’t just about looking:  Pinterest users have a lot of buying power.
  • Here are 5 brands that have mastered the art of pinning and are effectively using it as a marketing tool.
  • We are using Pinerly to monitor and analyze our Pinterest boards. Here’s how it works.
  • Pinterest isn’t just a fad, it’s becoming global – and the Latin American audience is growing rapidly.
  • And, the hottest new pinner to follow: Michelle Obama!

That’s all from P&B. Happy pinning!

Link Friday: The Innovation Edition

Posted on Friday, June 8, 2012 by Alan

This week’s Link Friday is focused on new innovations and how they are changing our lives, the marketing industry and the world.

That’s all for today from P&B HQ. Enjoy your weekend!

Link Friday: Summer Vacation Edition

Posted on Friday, June 1, 2012 by Alan

To kick off June the right way, this week’s Link Friday focuses on summer travel.  With nearly half of Americans planning a summer vacation this year, it’s the prime time to read up on traveling.

That’s all for this week. Enjoy Wisconsin’s Free Fishing Weekend and National Trails Day!