Archive for business


Posted in Social Media Marketing with tags , , , , on April 8, 2010 by caitlineoconnor

In my marketing class we have been given the opportunity to trial and play around with Radian6 to monitor what the web is saying about our clients.

For those of you who are unfamiliar, Radian6 “gives you a complete platform to listen, measure and engage with your customers across the entire social web”. In short, it allows companies to monitor everything people are saying about them on the web as well as anything related to their product. It is sort of like analytics, except it measures in conversations rather than numbers.

The power Radian6 holds for a company is immense.  It allows for complete engagement on the web, the ultimate way to enhance user experience. After all, engagement is more important than just the numbers; making an impression is what counts.  In my opinion, it is an excellent tool for anyone who is trying to engage people with their brand. In terms of experiential marketing, Radian6 allows for more of an experience with a consumer because it lets you know what your market is saying about your product and then you can influence them directly. This is so important because with the growth of social media, brands need to engage in conversations that are taking place online. Radian6 allows brands to tap into and engage in the social conversations that are taking place on the web.

The program is not free, so for companies that don’t want to spend the money, I suggest taking a look around the website because there is a lot on there about the importance of engagement.


Marketing is Like Dating (Part 2)

Posted in General Marketing with tags , , , , , on February 4, 2010 by caitlineoconnor

So, you go out into the world being authentic, inviting, and enjoyable and suddenly a unique personal connection is established. Now what?

Well for some people, they want to see a return, and they want to see it immediately. You know, those people that go out on one date and then all of a sudden are all “Oh my God, I’m in love! We are now going to hang out every single day and live happily ever after!”  Or in the case of a brand, they suddenly expect a multi-million dollar success overnight.

Well, the brutal reality of it all is that things don’t happen like that. Some things just take time; both branding and dating are a few of these things.

Social networking is one main way a company builds a relationship between their brand and its fan base. If you want a social networking effort to last, you have to think of it in the long-term and realize there are stages to the development. You can’t just go friending or following every single person, and expecting them to be loyal to your brand immediately. That is just like going on a first date, laying everything about you out on the table and then expecting that person to immediately be exclusive. Putting too much pressure on the quick success could end up pushing your loyal followers away.

A person enters any sort of relationship with his or her own perspectives, wants and agendas. Nurture your fan base and they will stick around and begin to appreciate you. No need to rush things.

Pressuring your fans might yield quick rewards, but it will burn out just as quickly. There isn’t much rooted in immediate success of a social media campaign. It has to grow organically, or else it will fizzle out like an impulsive love affair.