VerticalResponse Email Marketing Blog for Small Business

Echos from Dreamforce: How Social, Leadership & SMBs Will Drive our Economy

2 CEOs and a former Secretary of State walk onto a stage...(photo courtesy of Salesforce)

A few weeks ago, a little event took place in San Francisco that you may have heard of called Dreamforce, thrown by a little boutique CRM company by the name of Salesforce. Tongue in cheek aside, VerticalResponse team members were on deck for this year's annual SaaS (Software-as-a-Service) event. In addition to the usual schmooz... er, networking, I personally got the chance to attend informative and instructive keynotes, featuring some of the brightest minds in our industry. The keynote that left the most lasting impression, however, would be the conversation between Gen. Colin Powell, former Secretary of State (2000-2004); Jeff Immelt, Chairman and CEO of General Electric (GE); and keynote moderator, Salesforce's CEO, Marc Benioff. Regardless of your political views or the size of your business, there were great nuggets of information distilled by these three heavyweights. Here are some of the fascinating insights:

Social: The Best Thing to Happen to the Internet since... the Internet?

Let's sit back for a second and consider: ever since the army flipped the switch on the world wide web back in the '70s ("I am proud to say that it was the U.S. Armed Forces that developed the Internet," beamed Gen. Powell, "We gotta get a little credit for that."), has anything revolutionized the way we connect with other people until the likes of Facebook or Twitter? 

For Jeff Immelt, the biggest challenges he's currently facing at GE are fighting size and bureaucracy, but social media gives him direct access to customers and employees, allowing him to conquer barriers that previously existed. For instance, using Salesforce Chatter, Immelt can now chime in on sales issues whenever he sees fit. In addition, for the past two years he has maintained his own corporate blog, in which he speaks frankly to employees, bypassing GE’s general counsel review before posting. "Today organizations move too slowly," he said. "By using technology, I think you can move faster. You get more transparency. You get more access."

Colin Powell has also wholeheartedly embraced the use of social media, posting regularly on Facebook and interacting with his 68,000+ followers (at time of writing). Based on the skill sets younger generations bring into either the military or the State Department, Powell believes social networks have allowed us to speed up the way we work.

"We're moving so fast that we have to respond to every bit of data that comes in," which has to be acted on immediately. "You better keep up with them," he advised, "they're not going to keep up with you."

But even though we want to be literate in our use of new technologies, Powell cautioned that we need to be very protective of them as well. "There are dangers with this revolution, where we are so interconnected that perhaps we are too interconnected [...] You have to have channels in place to distribute the information in a safe and secure way, but make sure it is usable without overwhelming the whole system."

Leading Through Inspiration, Not Motivation

Both interviewees displayed an understanding of social media's strategic significance, as well as its tactical power, and agreed that leaders around the world have a critical part to play in this digital revolution. The challenge that faces any leader, from political leaders in the Middle East to corporate CEOs, is the understanding and integration of social media into pretty much everything. "I think any leader has to have his or her finger on the pulse of what’s happening in the information revolution, the pulse of international economic system," said Powell. 

However, even as technology takes on an ever growing presence in companies, leaders need to ensure their employees remain the heart of the organization. As the General stated, "The best leaders understand that human beings are more important than the information system or the tools and robotic systems - they are the most important part of any organization." Powell went on to elaborate on his own leadership philosophy, stating, "I no longer use the word motivate,' I say 'inspire.' [...] The most important thing is to create organizations that are high-performing that believe in themselves." Self-motivated people can always be expected to perform at an extremely high level. On the flip side, leaders who don't provide such inspiration and who fail to foster self-motivation among their employees can pay a steep price: "They'll undercut you every day, and you'll turn your head and it will fall off," he quipped.

Immelt concurred, listing three core qualities he believes every leader should possess: "Openness - There is no going back in this information age, you have to be willing to share more and you better just deal with it. Authenticity - People don’t want to work for a phony. They want to be mission-based, they want to believe in what they are doing, believe in a leader. Unity - People want to be on teams, it's always been that way."

Small-to-Mid-Sized Businesses, the Key to Revitalizing Today's Economy?

Finally, the speakers shared their thoughts on the global economic climate, with both men reiterating the importance of creating new jobs. Essentially, they agreed these new jobs come from encouraging fast-growing companies and entrepreneurs. "Government does not create jobs," said Immelt. "What you want is for government to create the structure on which entrepreneurs can create jobs." In order to get there, it's important to train people for the roles that are being sought after by companies, taking advantage of the great colleges and universities at our disposal; simplify today's economic regulations; and set a new tone, explicitly tell people it's good to invest in start-ups and small businesses. Citing the Silicon Valley mentality as an example, "Don't worry about the money, just build stuff and go beat your competitors." He concluded, "This situation is imminently solvable."

The former Secretary was optimistic as well, believing that the cynicism reigning in political circles wasn't necessarily reflected in other parts of the country. Powell reaffirmed that we should be looking forward, not backward, and that education and encouraging entrepreneurship would be playing essential roles in the years to come: "The jobs that are gone are not necessarily going to come back. We have to create new jobs and go up in the ladder of sophistication. We better start educating our kids for the jobs that are really going to be here in the United States." He also looped back to how everything is connected, that companies need to realize we are now living in "an international economy," which makes the need to fully understand the international economic system all the more vital. 

So there you have it - The opinions of some of the most powerful and influential men on the planet on how to handle today's ever-evolving technology landscape, and how to give a still recovering economy a much-needed shot in the arm. What does this mean to you as a small-business owner? Well, quite a few things:

• Social is still the rage: Not only is social media not over-the-hill, there is considerable potential just waiting to be tapped. Companies are still learning and finding new ways to take advantage of social to boost their business, and if you can be innovative, you can give yourself a serious leg up on your competition.
• Cultivate a "winning" culture: If you have people on your payroll, set "stretch" goals and give them projects that will inspire them to strive and exceed expectations. Challenging your employees to test their limits, providing encouragement when they come close, and rewarding their efforts when they succeed, only creates a positive, stimulating environment for your team.
• It gets better: We know how stressful it can be to run a business (we've been - and still are - there). Thankfully, based on this keynote and others, it sounds like things are about to get a lot more interesting for entrepreneurs and SMBs in the very near future. 

Do you agree, disagree, or are you indifferent to any of the above statements and viewpoints? Share away in the comments!

Additional quotes courtesy of the Salesforce Blog.  

 

Posted by My Truong

My Truong is the Marketing Programs Manager at VerticalResponse. Connect with him on Twitter @PtitMy.

How Much Time, Money Do Small Businesses Spend on Social Media? [Infographic]

We just wrapped up a survey asking almost 500 of our small business customers how much time and money they spend on social media (if you participated, thank you!). We asked how many hours small business owners or employees dedicate to various social media activities, from finding and sharing content to blogging, we wanted to know what tasks take the most time, and what platforms small businesses are most active on. We also inquired about marketing and social media budgets, and how much money is spent on tools to manage and analyze social media efforts.

After crunching a lot of numbers and staring at dozens of pie charts, the survey results suggest the following...

Small businesses:

• Spend more time on social media, but many struggle with the added workload.
   
• Focus on Facebook and Twitter, while adoption of Pinterest and Google+ remains slow.
   
• Realize the value of content – but, again, time is an issue.
   
• Find value in paying for social media tools.

Here's a fun and informative infographic that we created (as seen on Forbes, PR Daily, VentureBeat, Technorati and more) illustrating some of the key data that led to these four conclusions:

 

Want to share this infographic on your own blog or website? Simply copy and paste this embed code:

<a href="http://www.verticalresponse.com"><img src="http://www.verticalresponse.com/sites/www.verticalresponse.com/files/how_much_do_small_businesses_spend_on_social_media.png" height="3250" width="600"/></a>

 

UPDATE 10/31/2012: Here's our press release with more details!

 

Posted by Connie Sung Moyle

Connie Sung Moyle is the Public Relations Manager at VerticalResponse. Connect with her on Twitter at @sungmoyle.

3 Ways to Increase Your Pinterest Presence

Just when you thought you'd mastered Facebook for your business, another social media site, Pinterest, comes along vying for your time and attention. You may have been waiting it out, letting others test the waters first, but now you’ve heard other businesses are gaining traffic from it and realize,“There might be some value in Pinterest after all.” Ah, and right you are! Pinterest has become one of the fastest growing social networks and the "Pin This" button has even surpassed Facebook's "Like" button for use on websites. 

So you create a Pinterest account, but similarly to Facebook and Twitter, how do you gain followers and exposure? Here are 3 easy ways to establish your Pinterest presence and drive some of the millions of Pinterest users back to your website:

1. Add a "Follow" Button

The Pinterest "Follow" button is similar to the Facebook, Twitter, or other social media icons you may already have on your website. The idea is to grow the size of your network on Pinterest so that followers will visit your site and lead their networks there as well.

Adding/embedding a "Follow" button to your website is easy and you can get one, and the HTML code, directly from Pinterest.

2. Add Photos and "Pin it" Buttons

It may seem obvious, but people need (dynamic) pictures in order to easily share your content on Pinterest. You may have a lot of great photos on your website or in your blog and if so, adding "Pin it" buttons to them won't take long. But, if your website is less visual, adding more images to your site will make it much more Pin-friendly. Here's a berry-fresh example:

Driscoll’s is known for their berries. So, to keep things interesting and to add value, they share recipes that use berries (with mouth-watering photos) that can be easily shared on Pinterest, Twitter, Facebook, or Google+. 

From Pinterest, you can go to the "About Us" section under Pin It Button and grab a button.

3. Pin Often

Suggestions #1 and #2 are more passive ways to encourage Pinterest traffic. Now let’s talk about an active one! If you want more traffic from Pinterest, you have to give a little. Share your boards, pictures and interests with the community. The great thing about Pinterest is that people don’t have to be following you to see your pins and boards. They can see them by searching their interests or by what their network has liked or repinned.

Let's take a look at what Century 21 Northland (a franchise of Century 21) has done on Pinterest, using a distinct personal touch.

There are many Century 21 franchises around the globe, but Century 21 Northland in Traverse City, MI, is one of the most active on Pinterest, with 590 Pins, 20 Boards, 111 followers and 578 likes.

What’s their secret? For starters, their boards include things that aren't just related to real estate. They pin pictures and content and that appeal to the Pinterest audience – architecture, landscaping, fly fishing, retirement fun, and even wine tasting, to name a few. They share great photos with links to websites on these subjects, as well as repins from the people they follow. (Repinning is great for increasing engagement.)

People buy from those they trust and relate to. In the same way that salespeople connect and gain trust face-to-face, it's now also happening online. Century 21 Northland is building that trust and community by sharing the things they love on Pinterest.

Find Balance with Your Pins 

There are a few things that could enhance the Century 21 Northland Pinterest page even further, and you can do similar things for your business, too. One would be to add a board about the sales team, to give it a personal touch. I've seen other real estate pages do this by posting the agents’ photos linking to their webpages - it's very eye-catching as people connect with to photos of other people. Another suggestion would be to add expert advice for buying a home or sharing some helpful resources, like school information.

While it's great to relate to customers on personal levels using Pinterest, striking the right balance between entertainment and promoting your business is important, too. So whatever your core business is, write about it, attach a photo to it, and pin it! If you have white papers, guides, or webinars, this is a great place to share them. That’s how folks on Pinterest learn about what a cool and savvy company you are.

For any small business it can be a challenge to grow your followers and drive traffic to your site. So, when it comes to social media, you get out of it, what you put in, or in this case, what you pin.

 

Posted by Amanda Day.

Amanda Day is a Marketing Coach at VerticalResponse. 

4 Simple Ways to Monitor Your Competitors' Marketing Strategies

Competitive analysis is just a fancy way to describe the process of checking out what your competitors are doing, or not doing, and using that information to your advantage. Observing your competitors' marketing strategies is a great way to measure their strengths and weaknesses and gain insight into your own. The first step into developing a solid competitive analysis strategy is determining who your main competitors are. After you’ve established who they are, you can begin to monitor and analyze. Below are four simple ways:

1. Sign up to receive their email or newsletter - Many companies make it easy for just about anyone to sign up and receive email newsletters. Most link to a signup form on either their website or Facebook page. A good way to receive a competitor's non-newsletter emails (such as their signup or purchase confirmations, lifecycle series or other transactional emails) is to sign up for a free trial, or make a small purchase in order to be classified as a new customer. Be aware, though, some savvy companies will "blacklist" competitor work email addresses.

Receiving emails from your competitors can help you see things from the perspective of a customer within your industry. You can get a good idea as to the tone of voice, creative style and offer you want to include in your email, and which ones you would like to steer clear of. It's always interesting to consider a point of view or positioning that may be different or even similar to your own.

2. Explore their website - Visit competitors' websites to see what they’re doing right and what they may be doing wrong. For example, if you're unable to find certain vital pieces of information such as contact info, a simple way to sign up or make a purchase, it may give you some insight into what you can capitalize on for your own website.

Viewing a competitor’s website is also a great method to get information on new products they've released, positioning, special promotions and discounts or other strategies you may not have been aware of.

Also, take a look at their “careers” or “jobs” sections as well. You can learn valuable information about a company and their areas of growth based on the positions they're looking to fill.

3. Like and follow on social networks – 'Like' your competitors on Facebook, connect with them on LinkedIn and follow them on Twitter. Many companies release special promotions on their social networks, so if you don’t see their pages or profiles, you won’t be aware of their social media strategies. You can also check out competitors’ social media networks to see how they position themselves, and how individuals interact with their brand. Again, this gives you insight into what strategies and ideas are effective and which to avoid.

4. Give them a call – This strategy can give you insight into the way your competitors do business, especially if you and your competitors sell over the phone. You can find out how firm their pricing structure is and whether or not they throw in incentives in order to close a sale. The best part of this competitive analysis strategy is that you can basically ask them anything you’d like to know while you're on the phone with them.

Competitive analysis is an important part of your overall marketing strategy. And, there is much more information on this topic out there. If you'd like further details on competitive analysis and the tools used to measure and rate competitors, Wikipedia provides a nice overview.

Do you have any other suggestions on strategies you've used for competitive analysis? We'd love to hear about them in the comments!

 

Posted by Savannah Stewart

Savannah Stewart is a Lifecycle Marketing Coordinator at VerticalResponse. Connect with her on Twitter at @savannahstewart.

5 Pinterest Knockoffs to Keep Your Eye on

Currently the third most popular social network behind Facebook and Twitter, Pinterest has taken the world by storm. With a simple “virtual” pinboard concept, Pinterest is easy to use, and as you will see, easy to imitate. They say imitation is the sincerest form of flattery, but some "similar" sites have taken imitation to new heights, leaving users wondering where Pinterest ends and the “knockoff” site begins.

So sit back and enjoy our commentary of some of these “other” pinboard sites that are trying to make it in the social world by leveraging Pinterest's business model.

1. Gentlemint – Known as the Pinterest for men, Gentlemint was launched in January 2012 after a 12-hour “hack day” by co-founders Glen Stansberry and Brian McKinney. The concept behind the venture was to build a “manly social site.” They have succeeded from that point of view, as the site is chock-full of weapons, men’s fashion and cult movie references. So, if you have a male-dominant audience for your products or services, Gentlemint just might be the pinning site de jour. The site was also redesigned recently with the goal of providing a little flair and functionality to their minimal design. I think they succeeded. 

2. Pinspire - There are copies and then there's Pinspire. Seriously, if you took the Pinspire logo off the site and replaced it with Pinterest logo, you'd be hard pressed to know there was a difference. They even go as far as lifting description terms in their "About Us" section that Pinterest has become known for, including weddings and recipes. This is what one would call a true copycat site. If you're currently using Pinterest in your social media strategy, it might be wise to pin your content on Pinspire too. This might save you from missing those potential customers that haven't been bitten by the Pinterest bug.

3. Thinng - This is the pinboard site that was named on a computer with a sticky keyboard. In all seriousness, this site is great from a visual standpoint. The main difference between Thinng and Pinterest is the lack of copy around the photos when you first visit the landing page. This makes for an appealing visual presentation, but it does lose a little of the context until you roll over the photo and reveal the description. You can also share these photos instantly on Facebook, Twitter and even Tumblr. So if your products or services are visually appealing, and you want to distribute them easily to other social networks, Thinng might just be the thing you need.

4. GetVega - We love the concept of categorizing photos into "Smart Lists." But unless the pinner provides fairly detailed information around the list, there's a lack of understanding of just what you're interacting with. Some of the lists only have a title such as, "Best Travel Ideas," but there aren't any subtitles for each individual photo. So this leaves you scratching your head a bit as to what you're viewing, and the photo URL link takes you to a larger photo rather than provide additional information. If you're a little more savvy, you could leverage GetVega to highlight your products. An example might be a shoe style that comes in multiple colors. You can have the same description for the shoe, but show individual pictures of each color. This would be a much better layout than you can currently present in Pinterest.

5. Stylepin - If Gentlemint is Pinterest for men, then Stylepin is known as Pinterest for fashion. If you only want to see dresses, shoes, accessories and the like, then look no further than Stylepin. This niche pinning site might be just what the doctor ordered if your products or services have a fashion-specific twist.

So there you have it: five Pinterest knockoffs that are leveraging the pinboard concept with zero shame, or are trying to put a slightly different spin on it. New Pinterest-like sites seem to pop up every day, so we'll keep an eye on these and will "pin down" any up and comers.

 

Posted by Derek Overbey

Derek Overbey is the Senior Social Media Manager at VerticalResponse. Connect with him on Twitter at @doverbey.

10 Common Facebook Questions Answered!

One of the great things about working at VerticalResponse is that we help solve problems, and not just with our own products or services. We make it a point to keep up on new trends and technology because our customers usually don't have the time, and count on us to provide answers.

Today we're focusing on 10 commonly asked questions we get about Facebook:

Question #1: I feel like I'm only seeing posts from a certain group of people on my news feed. How do I see post from all my friends?

Answer: There are two feeds you can see in your news feed: Top Stories and Most Recent. The default is set to Top Stories, which basically shows you people the platform thinks you would be most interested in. If you'd like to see posts from all of your friends, in chronological order, change this setting from Top Stories to Most Recent.

 

Question #2: How do I change my privacy settings?

Answer: Next to your name in the upper right-hand corner you will see the word Home. Next to it is an upside down triangle. Click the triangle and a drop down menu will appear. Click on the Privacy Settings link. This will take you to the section where you can edit all your Privacy Settings.

Question #3: Can I send messages to "Likers" of my Business Page?

Answer: Yes you can, but only if they message you first. The messages appear in the upper right-hand corner of the Admin Panel of your Facebook Page.

Question #4: Who are the Subscribers on my Facebook profile?

Answer: Several months ago, Facebook implemented the ability to allow users to subscribe to a fellow user's Profile instead of "friending" them. This is very useful for public figures, as it allows them to share content with a larger audience as opposed to the 5,000 friend limit previously enforced on Profiles.

Question #5: Can I invite my friends to "Like" my Business Page?

Answer: Yes! If you click on the "Build Audience" button at the top of your Admin Panel, you will see the "Invite Friends" option. When you click "Invite Friends" a box will open allowing you to send a Page request to friends. You can only send one request, as your friends' names and pictures will be grayed out if you've previously sent them a request, or if they've already "Liked" your Page.

Question #6: Can I control what posts I see from people/pages in my News Feed?

Answer: Yes. If you move your cursor over the post you'd like to control, an arrowhead will appear in the upper right-hand corner. Click on it and a drop down menu will appear. From here, you can follow the post and receive a notification on any update to this post. You can also hide the post or report the story if there's questionable content. If you hide a story from a Page, another message will appear that will allow you to hide all future stories from the Page or allow you to unlike the Page all together.

Question #7: I created a Facebook Page, but I don't know where to access it from my profile? How can I find it easily?

Answer: When you're in your profile News Feed, if you look on the left-hand side of the page under your name and photo, you'll see a listing of all the Pages you're an admin for. If you click on one of the names, you will be taken to that Page.

Question #8: What is the difference between a Page and a Group?

Answer: A Page is like a secondary blog or website. People can view your Page and interact with the content, but you have almost complete control regarding the content that's shared and the interactions that takes place. A Group on the other hand, is more like an advanced chat room. You can start a group around a particular topic, make the group open or more private and allow anyone in the group to participate by posting content or creating a discussion.

Question #9: How do I create my own Facebook Page?

Answer: Go to: http://www.facebook.com/pages/create.php. You can then create a Page under six different categories. Most businesses will use the "Local Business or Place" or "Company, Organization or Institution" options. The easiest way to distinguish between the two is that a "Local Business or Place" is usually used when your business has a distinct "brick and mortar" location.

Question #10: What is "Timeline" all about? And why is my Facebook Page and/or Profile missing a Cover Photo?

Answer: Facebook has officially changed all Profiles and Pages over to the new "Timeline" format. Timeline is a new way to look at the information and content you share on your Profile or Page. It puts all of the information in chronological order and even allows you to include significant information from the past. The layout also has a more artistic aspect to it and includes a large photo at the top called a Cover Photo. If your Profile or Page has been changed over and you're missing a Cover Photo, you'll see a button in the upper right-hand corner that says "Add a cover." Click it and you will have several options to add a Cover Photo to your Profile or Page. You can learn more about Timeline on Facebook, or you can read our post: The Ultimate Procrastinator's Guide to Facebook Timeline for Brands

Well there you have it. 10 answers to some of your most pressing Facebook questions. If we haven't answered a question you've been pondering, provide it in the comments and we'll get on it!

 

Posted by Derek Overbey

Derek Overbey is the Senior Social Media Manager at VerticalResponse. Connect with him on Twitter at @doverbey.

Make Your Content Pop with Pictures

It’s a scientific fact that we all love to look at photos! Okay, so it’s not a fact, but photos are a great way to build engagement on your Facebook page, Twitter feed and even your blog. Why?

First and foremost, visuals evoke emotion in the viewer that is quick and direct. When you see a photo, your brain kicks into action and you have a visceral reaction to it. Photos are usually easy to understand. They may be funny, cute, sad or interesting, but all you need to do is look and let your emotions do the rest. In today's world, photos are also very easy to take. Smartphones and inexpensive cameras have enabled almost anyone and everyone to take a picture of nearly anything. In fact, every 2 minutes we snap as many photos as the whole of humanity took in the 1800s.

When it comes to social, you don’t have to look any further than the success of Pinterest and Instagram to see how popular photos are. Pinterest is now the 3rd largest social network in the US. And startup darling Instagram was acquired by Facebook for a cool $1 billion in April 2012.

So I think we have an understanding that photos are very popular. But how can you leverage photos in the social efforts for your business? Here are some tips:

• Use photo centric sites like Facebook, Pinterest and Instagram in your social media outreach. Especially if you have visually appealing products and services such as food, clothing or anything beauty related.
• Intermix photos relating to your business with general items such as scenic shots, local sports teams or animals.
• Interject humorous photos in the mix. People love to like, comment and share funny photos. This provides an opprtunity to expose your page or board to new people via the photos you are sharing.
  
• Post at least one photo a day on your social sites. People may think they'll  bombard their followers, but realize the information streams on these sites moves pretty quickly. So only posting once a week for instance will get you lost in the shuffle.

At VerticalResponse, in our own social media marketing with Facebook, we've seen huge organic and viral traffic increases since we started to make photos an integral part of our social marketing efforts. In fact, we had one photo post that received 396 Likes, 492 Shares and 44 Comments. Not bad for a Facebook Page that only had a little more than 6,200 “Likers” to the page.

Most of the photos we use on Facebook are ones that we take ourselves, or that we share from our Facebook feed. On our blog, we approach it differently. We purchase about 98% of the photos, including the one in this post. Why you ask?

Back in the good old days, people didn’t really pay attention to attribution or copyright infringement when it came to using photos on their blog. They’d go to Google Images, type in a keyword or phrase that complemented their post, download the photo and slap it up for the entire world to see. Big mistake. Copyright laws are there to protect the author of the image. You’re not only taking money from the originator of the content, but you also run the risk of legal action.

If you’re looking to use photos for commercial purposes, you may want to check out these options:

• iStockphoto (This happens to be the site we use)
• shutterstock
• dreamstime
• fotolia
• Bigstock

There are tons more out there and it’s always a good idea to mix it up with different commercial photo sites so you get a new look and feel from the photos offered.

But, if you're looking to save a buck and put your own spin on your blog or social posts to Facebook and Twitter, use your smartphone or camera to take your own photos. This could be as easy as taking a photo of your blue plate special, or the new dress that came in. You may be surprised by the engagement/reaction you’ll get from a simple photo. It's no coincidence there is a saying, "a picture is worth a thousand words."

 

Posted by Derek Overbey

Derek Overbey is the Senior Social Media Manager at VerticalResponse. Connect with him on Twitter at @doverbey.

Become a Rock Star on Social Media: 4 Ways

This article by VerticalResponse CEO and founder Janine Popick originally appeared on Inc.com.

At VerticalResponse, we truly believe that email and social media go together hand in hand. Why? Because your messages need to be where your prospects and customers are reading them, no matter what channel they like to pay attention to. And, if the stats are right, Twitter, Facebook and LinkedIn alone will reach over 1.5 billion consumers in 2012.

So I came up with four little tidbits you can do with your email marketing campaign to get more friends, followers, fans and fervor:

1. Be Proactive

Send a "like me" or "recommend me" email campaign to drive people to your Facebook page. Use a template like the one you see below. (This is just one of more than 700 free email templates that VerticalResponse offers.) It's important to have a presence on Facebook since it's the No. 1 social media network that your customers and prospects are using on a daily basis.

Give your followers and fans a reason to "Like" you by giving them a coupon or special offer. A few other ideas to get people to visit your page:

• Ask a question. You'll show up in the feeds of anyone who responds.
• Run a contest. We ran the Next Teen Tycoon video contest and had really amazing results. You might want to use a third-party app like Wildfire Interactive to help you manage it.
• Post photos. Research suggests that people comment on and like photos the most.
• Post your blog content to your Facebook page. You spend a lot of time creating the content, so why not publish it in as many places as possible.

2. Incentivize Your Twitter Followers

Similarly, send a "follow me on Twitter" email campaign with one solo message: Get special deals if you follow us. Using a template like this one here makes designing it a snap.

3. Button Up

In every email campaign you send, include "follow me" buttons that link to your social media profiles. It has become as common as including your phone number, URL and address. Side note: Include the buttons in your customer service emails that you send out when a customer has a question.

 4. Pin Your Emails

If you're on Pinterest (like we are!), post the hosted version link of your email to a board. Choose the offer or article you want to show, and in the pin description make sure you use your keywords so that if someone is searching Pinterest for your products just like they'd search Google, they'll find your products or business.

Integrating your email marketing and your social media efforts is the smartest and easiest thing to do to maximize the time you spend setting up your marketing. Do you have any ideas to share? Love to hear them!

 

Posted by Janine Popick

Janine Popick is the CEO and founder of VerticalResponse. Connect with her on Twitter at @janinepopick, and check out more of her Inc.com columns.

4 Ways to Combat Digital ADD

This article by VerticalResponse CEO and founder Janine Popick originally appeared on Inc.com.

Everyone does it.

You start off with an email; maybe it's a newsletter. It takes you to an article to read, and you read it. You get some good ideas and like what the author wrote, so you check her out.

She's on Twitter! You decide you should follow her.

You log into your Twitter account and see that someone you follow has posted a video you just have to watch on YouTube. You check out that video and then the "videos you might like" shows you a few more you just have to watch. So, you do.

All of a sudden a meeting alert pops up right in front of your browser.

You've just lost 45 minutes of your life you won't get back.

How do you regain focus and get the work done you needed to? Here are four ideas:

1. Close your email program

VerticalResponse, is an email marketing service provider, so I cringe when I say this. But sometimes you have to not be wed to your email. Block one hour off every day and close the window of your email client.

2. Turn off alerts (instant message, phone, etc.)

I wrote an Inc. article earlier this year about how much I dislike phones and IM disrupting meetings, but sometimes they just plain disrupt your day. If you don't want to be completely unreachable, turn off your IM or alerts during a different hour than when you close your email down. Then you won't hyperventilate at the thought of being totally disconnected.

3. Realize when "research" turns into surfing

Sometimes I think the Internet was introduced to us by the pharma companies that hawk ADD drugs. One simple little Web page can rob hours of my life, but hey, here I go "liking" my friend's cat pictures on Facebook and watching the baby laughing video ... again!

My day usually starts off on Daily Beast for some quick news, then I head over to TechCrunch to read up on all of my favorite start-ups. I pop over to Inc.com where I'm sure to learn something that betters my business day. But does it end there? Never. Here's what I've been doing lately: I force myself get up from my desk to "break" the habit, and walk out of my office to talk to people. Works every time.

4. Limit the number of windows on your desktop

My husband has no less than 20 tabs open in his browser at one time. I don't know how he does it. On top of it, with the ease of Apple's desktop dock you can have tons of files staring at you at any given time. Here's my solution: Every Friday, I take a moment to close down some windows I haven't used in a few days, get rid of files on the dock, and clean up my desktop. Monday will look like a different day!

Do you sometimes feel like you have digital ADD? What do you do to focus? I'd love to know.

 

Posted by Janine Popick

Janine Popick is the CEO and founder of VerticalResponse. Connect with her on Twitter at @janinepopick, and check out more of her Inc.com columns.

Music Festivals: Crusaders in Social Media & Small Biz Exposure

When you think of music festivals, do you imagine crazy crowds, illegal substances, and overall chaos? The connotations may be true, but did you also know that music festivals are crusaders when it comes to creative tech and social media marketing? From SXSW to Lollapalooza, Outside Lands and Coachella, big fests taking advantage of social media may also benefit, present opportunities and/or ignite ideas for small businesses like yours. Music festivals may have notorious reputations, but their mass appeal and large audience exposure also have the ability to spark stardom for savvy startups, small businesses and non-profits!

SXSW
Location: Austin, Texas
Formed in: 1987
Excellent use of social/tech: SXSW Interactive

South by South West (SXSW) is not only one of the largest music festivals in the U.S., but it’s evolved into multiple festivals featuring some of the greatest emerging technology, small business talent and film. SXSW’s Interactive tech festival, commonly referred to as “South By,” has become a breeding ground and major networking hub for startups. According to their site, South By has become an "incubator of cutting-edge technologies and digital creativity…showcasing the brightest minds in emerging technology." The festival includes a whirlwind of presentations, conferences and parties showcasing up and coming startups, new websites, video games and fresh ideas. As a small business/startup, dipping your toe into SXSW Interactive waters could present rockin’ opportunities.

Lollapalooza
Location: Chicago, Illinois
Formed in: 1991
Excellent use of tech/social: Live YouTube Streaming 

Let's face it, music festivals are expensive, hot, and the crowds are not everyone’s cup of (sweat) tea. However, the alternative rock festival that joins 160,000 people into Grant Park each year has everyone in mind. Lollapalooza partnered with YouTube and Dell to provide live streaming of the festival, engaging audiences without a ticket. According to a YouTube blog post, the live streaming has done wonders for increased exposure.

“Live shows by artists like U2, Kenny Chesney and Coldplay have drawn millions of viewers to YouTube, and last year’s Lollapalooza webcast saw viewers spending an average of 44 minutes watching the show.”

 

The collaboration of music festivals and non-profits may seem unlikely, however, Lollapalooza also understands the power of crowds and exposure. According to their site, “Lolla Cares,” a section within the people-packed festival features "organizations committed to making this world a better, greener, and healthier place.” The festival’s platform for non-profits and political groups has been responsible each year for registering hundreds of fans to vote, finding bone marrow matches for cancer patients and “fostering support for clean energy, education, and park projects in the Chicago area.”

Outside Lands  
Location: San Francisco, California
Formed in: 2008 
Excellent use of social/tech: Mobile App

Outside Lands is a fresh, young thing compared to its 20-year-old counterparts. However, it’s not naive when it comes to knowing its audience’s love and reliance on smartphones. Steadily improving its mobile app each year, Outside Lands recently wowed festival-goers with stellar mobile app features. The free download included: set times, a map, the ability to scan food vendor menus, create custom schedules, rate food items, take images with Instagram-like filters, and best yet, send messages to friends via the built-in chat, GroupMe. The app also sent push notifications during the festival notifying fans of set changes and secret pop-up shows, like the one Jack White performed making “Outside Lands history.”

Businesses, big and small (including several non-profit partners) who sprawled throughout the Golden Gate park venue also took advantage of smart phone donning attendees:

• Eco Products, specializing in “sustainable disposables,” set up a booth presenting attendees with silly photo booth props. Fans simply had to snap a photo of themselves in front of the Eco Products backdrop and share the photo online to enter a drawing for 2013 Outside Lands tickets.
• Other businesses including SugarSync, PayPal and PG&E attracted new fans by providing phone charging stations (some even solar and wind powered!) for attendees low on smartphone juice.

Coachella
Location: Indio, California
Formed in: 1999
Excellent use of social/tech: RFID Wristbands

The indie music/art festival held in the heart of the desert is notorious for oohing and ahhing fans with unpredictability. This year, a hologram performance of the late Tupac Shakur was by far their greatest feat, however their use of RFID (radio-frequency identification) wristbands also made waves (pun intended). The festival-entry wristbands included an RFID chip in which attendees could tap their bands at stations to update their Facebook status with details about who they were watching. Tapping bands around the festival also entered attendees into contests to win prizes and VIP tickets. According to the festival, the “Live Click” program earned them them an additional 30,000 online fans.

Coachella also teamed up with the non-profit, Global Inheritance to develop the “Carpoolchella” program, encouraging and rewarding festival-goers (with possible VIP tickets for life!) who carpooled to the event.

 

So, while music festivals may obtain wild reputations, their use of savvy social media tactics, opportunities for businesses big and small, and eager non-profit collaborations make them true rockstars.

Posted by: Colleen Corkery

Colleen Corkery is the Lifecycle Marketing Coordinator at VerticalResponse. Connect with her on Twitter at @youcollme.