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offering tips, techniques, and thoughts from Maine's PR Maven, Nancy Marshall

 

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Mobile Marketing

Protecting Your Privacy and Embracing Facebook Graph Search

There is a lot of confusion surrounding Facebook’s Graph Search, particularly when it comes to privacy. Let us clear that up for you.

Facebook sure has come a long way from its inception almost 10 years ago. A universal theme throughout its existence has been how to maintain one’s privacy, while remaining social.

Many people were already worried about privacy settings and how to control access to their private information—enter Graph Search which makes it even easier for people to search your Facebook activity, and is steadily becoming available to all U.S. Facebook users.

How do you keep your privacy? Up in the right hand corner of your Facebook screen, you will find a padlock. When you click on it, you will be given some choices:

Who can see my stuff?

Who can contact me?

How do I stop someone from bothering me?

When you click on the arrows beside any of these, you will see a variety of options that will allow you to decide everything from who can see any of your future posts (public, friends, friends except acquaintances, or only me), to which messages end up in your inbox, and who can send you friend requests.

Hopefully you already have your profile on lock, but if not, now is the perfect time to explore these settings. Facebook makes it remarkably easy to filter who sees what, labeling people as close friends, friends, or acquaintances, or putting them into another custom list. You have complete control over each custom list’s unique privacy settings.

For example, if you have a vendor list, you can post things that pertain to inventory needs or supplies, and make it visible to only the people on your vendors list. Or, you can create a VIP list, and offer inside scoops to anyone on that custom list.

Facebook lists are a great way to decide the visibility of your posts. By putting people into lists you are able to still make the same Facebook posts, but they will only be visible by the people on the list you choose to share it with.

If you go into your friends and scroll over the bar next to their name, you will be given the option of customizing what you see from them, and labeling them so that you can limit what they see from you.

For example, only the people I label as close friends see every post I make, or every photo I upload to Facebook. Just about everyone else is labeled as an acquaintance, and they will only see posts that I label as visible to “all friends,” which mainly consist of shared articles or my professional posts.

So what does this mean for Graph Search?

Graph Search does not share everything with everyone—it will only share what you allow it to share. So, if you have a post or a photo’s visibility set to:

Only Me; no one else will find it

Friends; only friends (excluding anyone labeled as an acquaintance) will see it in their Graph Search results

Friends Except Acquaintances; only your few and closest friends will be able to find it via Graph Search

Public; it is visible to anyone and everyone on Facebook using Graph Search

If you’re worried about your privacy on Facebook, then you may want to explore these settings.

Graph Search may be scary for some personal profiles—just ask Tom Scott, who created a Tumblr for embarrassing finds via the search engine. However, for businesses that use it correctly, it levels the playing field between small, local businesses and corporate machines.

Business owners and marketers alike are already talking about the ways they plan to use the search to better identify their target audiences (searching what they like, where they go and who they know), recruit new employees, build stronger communities, and acquire new customers.

If you’re a local business, encourage people to check-in or share via Facebook that they love your french toast – encourage them to leave reviews, and post your special offers and discounts on your Facebook page. All of these things will increase the likelihood of your business showing up in Graph Search, leading to you being discovered by more people.

As for personal profiles, it may be time to reevaluate your privacy settings, clean house and limit your past posts.

Creating a Catalyst for Change

You must be the change you wish to see in the world.” –Mahatma Gandhi

Founder and Creative Director of Katalyst, Kyle Poissonnier

It is one of the most recognized quotes from Gandhi, and this week’s Monday Maine Maven, Kyle Poissonnier, brings the idea to fruition with the launch of his new Portland-based brand, Katalyst.

Poissonnier first garnered media attention five years ago when he took a thesis project from an entrepreneur class and made it a reality. The brand Elykssor (pronounced elixir) was formed. Essentially, Kyle says, “Someone asked me what I wanted to do. I said I liked clothes, started, and learned as I went.”

It wasn’t until his fourth year in business that the brand began to see any real traction, and so he went back to the drawing board to focus on the direction he wanted to take—enter Katalyst. Kyle says, “I’m taking all of my experiences—wins and losses—into Katalyst. With Elykssor, I found myself doing so many different things. Katalyst encompasses all of them.”

So what is Katalyst? Kyle says that it is based on the idea that “every person in the world affects us in some way,” and that this brand embodies that, by acting as a catalyst for change and enabling people to accomplish their goals as a symbol for confidence and positivity.

Katalyst is a brand that plans to pay-it-forward by developing ‘Katalyst Kollaborative’ communities. While the brand will be developing and selling a variety of clothing, ranging from fitness gear to everyday wear, they will also be providing custom-designed wear for fundraising opportunities.

Kyle says, “I remember when I was a kid the fundraiser stuff was all candy bars and magazine subscriptions—what we offer are custom shirts that are fun to wear, to sell and to bring a community together.”

For example, if a high school athletic boosters program needed to raise money, they would contact Kyle and his team, and they would design a Katalyst-branded shirt with the high school’s logo that could be sold to raise money. In return, that school is added to the Katalyst Kollaboration community.

Last year, the Skowhegan freshman class sold their custom shirts and raised more than $2,500. Kyle presented the shirts to the class, and spoke with the students about pursuing their dreams by sharing his own success story.

At 28, Kyle is the youngest inductee to his alma mater, Husson University, Hall of Fame for his professional success. He has also been featured on a TED Talk and MSNBC’s “Rediscover” for his accomplishment of launching soon to be two successful lifestyle clothing brands.

For all of his success, Poissonnier is humble stating, “I don’t feel like I have an impressive resume—I feel like I have impressive friends and people that have helped me get any type of positive recognition. All of this has happened because photographers, videographers and friends in general have wanted to help me out.”

The support from his friends and other Maine people that believe in the sense of community that encapsulates the state has been incredibly helpful in the creation of his official launch party for Katalyst: State of the State on Friday, July 12, 2013 at the State Theater in Portland.

The event will become an annual party to celebrate the “state” of Maine—the music scene, the businesses, and all that Maine has to offer.

To learn more about Kyle and the Katalyst community, visit their Facebook page today at www.facebook.com/bethekatalyst, or follow Kyle on Facebook, www.facebook.com/kylepoissonnier and Twitter, www.twitter.com/bethekatalyst and www.twitter.com/Kyle_Katalyst.

Kylie Keene: From Spokester to Tour Correspondent

Is this week’s Monday Maine Maven the next big name in entertainment media? Kylie Keene is well on her way!

You may recognize Kylie as the Young & Free Maine Spokester, an outreach program by Maine’s credit unions that allowed Keene to serve as the face and voice of the 18-25 year old crowd in Maine. In this role, Kylie helped that demographic make sense of banking and money through the use of videos and interviews, and attending events throughout the state.

Keene says, “I was so thrilled to be chosen as the Young & Free Maine Spokester. I was able to apply the skills I had learned in school, and build new ones throughout the year.”

These skills will come in handy as she embarks on a new journey as the Nabisco 1D VIP Tour Correspondent. For those of you that don’t know, 1D is short for One Direction…yes, the multi-million dollar recording artists, and every teenage girl’s dream.

How did Kylie get the gig? She says, “A friend shared the position with me on Facebook, saying I was the first person that came to mind when she read the job description. I read the details, and when I learned I could blog, make videos and share stories while enjoying live music and traveling the country, I knew I had to apply!”

In her new position, Kylie is responsible for connecting with fans and sharing the live concert experience with them, even if they can’t make it to a show—sharing stories from the concerts, delicious snack recipes, opportunities for fans to score tickets to concerts, and much more.

Keene adds, “There’s also a great mobile app fans can download that shares exclusive video content, and cool stuff like voicemails from One Direction and a cyber photo booth where fans can create images of themselves with the bands.”

This opportunity serves as a great stepping stone for Kylie in a career as a multimedia journalist. She developed an interest in the field after shadowing a reporter at a Portland news station in high school. Kylie says, “After seeing the fast-paced, ever-changing environments that journalists worked in, and the new people they met on stories each day, I knew I wanted to pursue a field that would offer the same opportunities.”

Who inspires Ms. Keene? While she admires the work of Ann Curry and Barbara Walters, she says, “I am most influenced and inspired by my peers who are currently working in the field; those I graduated with, or worked with as a news intern. I am so proud of my friends who continue to work hard as journalists, and I admire their talent and drive.”

If Kylie’s job sounds like a good fit for you, or someone you know, her advice is to “find mentors and learn from their expertise,” and “to surround yourself with individuals who inspire you, support you, and motivate you to become the best version of yourself.” She adds, “If you really want to do something, and you believe you can do it, then you will.”

To follow Kylie’s summer as the Nabisco 1D VIP Tour Correspondent you can check out her blog at, http://nabisco1dvip.tumblr.com/.

 

Your Website is the Centerpiece of Your Marketing Program

When you are setting a table for a formal dinner party, you place something beautiful in the center of the table like candles, flowers or a bowl of colorful fruit. This centerpiece ties everything on the table together.

This infographic comes from our good friends at the Caliber Group in Arizona. Both our agencies are members of the Alliance of Marketing Communications Agencies. Thanks to the Caliber Group for sharing! www.calibergroup.com

Your website is the centerpiece of your marketing program. It helps you connect with your targeted audiences and ties all of your marketing efforts together. It contains all the information about your product, service, place, organization or brand that people need in order to connect with you or do business with you. Visitors come to your site to get more information, to evaluate your products and services and to assess your brand. By looking at your site, they decide whether they want to connect with your brand….or not.

Your website is the focal point of your brand, and the foundation of your marketing program. Every aspect of your marketing should point back to your website, including press releases, ads, business cards, brochures, flyers, rack cards, banners, direct mail and social media.

Nancy Marshall, principal of Nancy Marshall Communications

When people go to your website, they will immediately get a sense of your brand. If your website looks amateurish, people will think your business is amateurish.  If it is beautiful and full of useful information that draws people in and keeps them there for a while, then your website will build your brand and convey an image of professionalism.

It’s important to be sure that the centerpiece on your table and the centerpiece of your marketing program are consistent with the image you want to convey to your guests, whether they are coming for dinner at your home or coming to learn more about your organization online.

Should You Trade Google Alerts For Newsle?

NMC Account Executive Anna McDermott

Newsle is yet another of the latest social media platforms that is trending right now and the intrepid folks at NMC are here to tell you whether or not you should pay any attention to it. You should. It’s pretty cool and you really don’t have to do anything with it other than sign in. Newsle will then track your friends and email you as soon as they’re in the news (Newsle = news + people).

It’s an easy way to monitor your own brand and the brands of your friends and clients, and its algorithm for finding your contacts in the news is pretty brilliant – people think it’s far more accurate than having a Google alert.

When I signed in, I linked my Gmail, Facebook and LinkedIn accounts to my Newsle profile and instantly anyone I’m connected to who has been in the news in the last few years showed up on my Home screen with links to the articles. You can also follow anyone on Newsle – like the President or Justin Bieber.

You can choose how often Newsle emails you with updates (1-7 days per week) and whenever your friends are in the news, you’ll know. The more someone is in the news, the higher their Newsle rank is – Barack Obama has a 94, our own Nancy Marshall has a 28. Because your rank is dependent on the prominence of the news source you are in and how often you are in the news, your number could be seen as a positive or negative, so I wouldn’t necessarily place too much importance on it.

Go ahead, sign up for Newsle – you may find it replaces many of your Google alerts and its interface is really pleasant to use.

Contributed by: Anna McDermott

 

Using Google AdWords to Attract Customers to Your Business

Hi, Erika here!

You’re bored on a Friday night and looking for something to do when a friend suggests that you guys grab a bite to eat and go see a movie. You say, “Sure, but I want try something new.” You both agree on pizza, so you Google search local pizza place Augusta Maine and you get this:

Local businesses Whipper’s, College Carryout and Pizza Stone make up the top results of the search. Where would your business be?

Chances are, you’re going to pick one of the places on this page—and there is an even better chance that it will be one of the first three or four listings.

So, how do you make sure that your business is near the top?

A search engine marketing system, such as Google AdWords, certainly helps!

NMC Interactive Marketing Manager Matt Rideout has recently received his AdWords Certification through Google’s AdWords Certification Program. The certification required training in complex marketing systems along with multiple tests, and Rideout says, “The certification lets our customers know that we are fully taking advantage of everything the AdWords marketing channel has to offer. Ultimately, it shows our dedication to ensuring our clients receive the best online advertising possible from NMC.”

NMC Principal Nancy Marshall adds, “Matt’s Google AdWords Certification adds one more area of expertise we can offer to our clients that will help them connect their marketing messages with their target audiences.”

So how does Google AdWords work?

  • Keywords are the key to a successful campaign. Think like a potential customer—if they had never been to your business how might they find you?
    • Pizza place:  thin crust pizza Augusta Maine, pizza delivery Augusta Maine, pizza places in Augusta Maine open late, etc.
    • Gym:  gym open late in Augusta Maine, Augusta Maine gym with tanning, Augusta Maine trial gym membership, etc.
  • You decide how much you spend by setting a daily budget that is comfortable for you, and you can change it at any time—you are never locked into a contract.
  • You only pay for results (cost-per-click), which means that you never pay for your ad to be displayed, but only when someone actually clicks on your ad and is redirected to your site and/or landing page.
  • Relevance means more business—the more relevant your ads and keywords are to the demographic, the higher your Quality Score. The higher your Quality Score, the higher up your position will be on a Google search.

NMC Interactive Marketing Manager Matt Rideout, who recently received his Google AdWords Certification.

As mentioned earlier in this article, the higher your position on the search results page, the more likely you are to be chosen. The more people click on your ads, the lower your cost-per-click will be!

The team here at NMC sets up cost-per-click systems that allow us to measure return on investment (ROI) so that our customers know they are generating a profit with their campaigns.

Contact us today to see how the NMC team can help your business reach the coveted #1 search result spot with $100 in free AdWords advertising.

A Nightfly With A Rock ‘N Roll Soul

Frank FM Assistant Program Director and On-Air Personality, Leif Erickson

If you’re a fan of classic hits and live practically anywhere in the state of Maine, then you are probably familiar with 107.5 Frank FM.  As a member of Frank Nation, then you are also familiar with Assistant Program Director/Music Director/Afternoon Drive Host Leif Erickson.

Yes, he really does wear that many hats on a weekly basis—and that doesn’t even include the additional work he does for Snocountry Mountain Reports, and his recent official announcement of Leif Erickson Voiceover Services.

As a native of Massachusetts and Boston University graduate, Erickson was hired as a radio ski reporter for Snocountry Mountain Reports in Lebanon, New Hampshire after graduating with a degree in broadcast journalism. He soon made his way onto the air with Classic Rock station Q106 in Claremont, and after a few years he was recruited by a start-up station called Frank FM.

After eight years, Erickson says he can’t imagine living anywhere else. He credits the broad audience as the best and most challenging part of his job saying, “We’re a local station to not only Portland, but to Lewiston, Augusta, Bridgton, Sanford, South Paris, Farmington and well into New Hampshire! I enjoy bringing people together under that umbrella—Frank Nation—one big community, even if they do know I’m physically in the ‘big city’ of Portland.”

Social media has made Leif’s job a little easier, and he frequently uses it to test new material with listeners. He adds, “If I have some wise-crack on a relevant topic, I may test it out on my own Facebook page to see what kind of reaction I get. If the feedback is positive then I’ll repurpose it for my show later.”

Leif Erickson hits the slopes at Sunday River last winter.

Facebook is an incredible tool when it comes to connecting with listeners for Erickson. Even though he has a radio-specific fan page, listeners frequently find his personal Facebook page as well, and he always accepts their friend requests. He jokes, “I do have a brief disclaimer on my personal page that says:  Hey, this is me off the clock, don’t complain to my boss! I’m not above sharing a slice of life behind the scenes if I think my listeners might find it interesting.”

For Erickson, Facebook is also a way to learn more about his listeners, and he often uses it as a way to learn what they like, where they hang out, and what they want to hear—“This is a business that is all about connecting with the listener, is it not,” he asks.

That question is answered by the way he delivers content. Leif says, “Our listeners would rather I paint a picture of an odd individual’s antics on Monument Square that I’m witnessing from the studio window than whatever Lindsay Lohan’s in court for this week.”

When Leif isn’t juggling his work, he can frequently be found on the Portland Peninsula. He says, “I enjoy a bite and a brew at the Thirsty Pig, or Shay’s for dinner and drinks, but my favorite haunt is Slainte. It’s always full of interesting people, good brews on tap and kick- (enter expletive here)-bartending staff, and a diverse slate of music and culture just about every night of the week.”

To listen to Leif Erickson’s show, be sure to tune in to 107.5 Frank FM Monday through Friday 2pm to 7pm, or on Sundays 6am to noon. You can also check out his Facebook Fan Page at www.facebook.com/leifericksonontheradio.

We asked Leif to share five songs that describe him—click on the links below to find out what he picked! Did any of your favorite songs make the list?

Donald Fagen “The Nightfly”

Grand Funk Railroad “Rock and Roll Soul”

James Taylor “Country Road”

Todd Rundgren “There Are No Words”

Yes “Yours Is No Disgrace”

Let The Good Times Roll

Wrap N’ Roll Creator and Owner, Avery Richter

The best things happen when you least expect it—that’s the motto that best describes the success of this week’s Monday Maine Maven, Avery Richter. Little did she know that when she transformed a business idea into reality as a requirement for graduation, it would grow into what Wrap N’ Roll is now. Richter says, “I honestly didn’t think that far in advance; I thought of it as a way to be able to get a hands-on experience of owning and managing my own small business. I never expected it to grow this quickly!”

Across the country there is a growing trend in buying local, and Wrap n’ Roll fits the mold perfectly. Avery provides homemade sweets that are sold every Sunday throughout the summer at the Belgrade Lakes Market; not to mention the scrumptious menu of items available from her food truck Tuesday through Sunday in the summer featuring locally-grown products, and year-round catering services.

Richter takes pride in owning a local business and is always looking for ways to give back to her community. It’s no surprise that when she was asked to join the board for the Belgrade Community Center she immediately took on the role. Richter says, “The employees of the community center have always been very loyal and supportive of my food truck. I have donated food to their October Fest and Father, Daughter Dance. I also thought joining the board would be a great way to serve the community I grew up in.”

A program that means a lot to Avery is the teen cooking class she is teaching. The class takes place over the course of six weeks and is designed to teach the students how to create healthy recipes that are easy to make at home. The recipes range from cupcakes and smoothies to sushi and burritos. Wrap N’ Roll has truly become a fixture in the community.

A rockin’ day in the Wrap N’ Roll food truck!

All of the exposure of Richter’s business would not have been possible without the integration of social media sites such as Facebook and Twitter. Avery says, “They are essential to a business like mine! You can’t beat free marketing! Everyone uses social media as a part of their daily routine, and it makes communicating with more people and businesses so much easier.” She loves that she can easily share what she is doing with her customers through a post, but more importantly, she loves the networking that occurs on social media between small businesses in the area. She adds, “I’ve found that social media is a great way to support each other by sharing what they’re doing, and what we’re doing together.”

Facebook has been a major push for Wrap n’ Roll. Richter receives messages from customers about their positive experiences with the business, and the photos she posts from catering events are frequently shared by hundreds of people. The posts featuring the “S.O.T.D” (special of the day) or new arrivals are popular and lunch is frequently requested as ‘that sandwich you posted on Facebook this morning’. Avery says that she enjoys using social media and knows that it will continue to help her business grow.

So what’s next for Wrap N’ Roll? This summer you can enjoy the food truck in Belgrade, Tuesday-Friday from 10 a.m. to 6 p.m. They will be featuring Boar’s Head meats, and eggs from Emery Farm in Wayne, Maine. Richter says, “I have such a passion for food and am glad that Wrap N’ Roll is allowing me to share that passion with others.”

The official Wrap N’ Roll food truck in Belgrade last fall.

To find out more about Avery and her team, or to request Wrap N’ Roll to cater your next event, check out their Facebook page HERE.

2010 Called – They Want Their Website Back

NMC Interactive Marketing Manager, Matt Rideout

Does it seem too soon to say something like that? It’s not. The truth is, mobile devices have completely changed the Web landscape over the last couple of years. Mobile searches have grown 4x since 2010. More people are ditching their laptops and are using smaller tablets or large smart phones for a lot of their Web browsing now.

Are you trying to drive traffic to your website using social media platforms like Facebook? Did you know that Facebook’s mobile users grew by 50% to over 500 million in 2012? It’s likely that any links you post to Facebook will be viewed on a mobile device.

So far in 2013, NMC’s clients have regularly received 25% – 30% of their traffic from mobile devices. In 2012 we were saying 15% – 20%. In 2011 it was less than 10%.

Full desktop for Summit Natural Gas of Maine.

The problem is, desktop websites just do not display properly on phones. People need to “pinch and zoom” just to read small areas of text. They have to pan when lines of text don’t break within the limits of the screen. Buttons are hard to click, drop down menus do not work, and visitors become frustrated.

If your website is not mobile friendly, your business is literally leaking money. Customers are hitting their phone’s back button and trying elsewhere because they can’t make it through your website without unnecessary effort (it’s like making the entrance to your store into an obstacle course).

This is why NMC is now making all new websites completely responsive. Responsive websites automatically resize and rearrange content and menus according to the size of the screen that the user is viewing the site on. This makes it so that on small touch screens, everything becomes navigable with just a thumb and content is organized much like a mobile app. On larger tablet screens, everything works perfectly through touch with more content filling the entire screen area, and on desktop screens, users get a view that is optimized for a keyboard, mouse, and large viewing area.

Tablet display for Summit Natural Gas of Maine.

To see a responsive website in action, head over to one of NMC’s latest creations at http://SummitNaturalGasMaine.com. Check it out on your smart phone, tablet, and desktop. All of the same information is accessible to everyone, but rearranged and presented differently depending on the screen size. Using Google Chrome, you can watch this transformation live by dragging your screen width from full screen to narrow to see how elements of the page reposition and resize themselves. Watch as it immediately responds to changes in screen size. This website was building using responsive (mobile friendly) technology on the Drupal platform. Our client can easily upload and add new content themselves once, and the system will automatically adapt it to any screen size without any extra work.

To learn more about what responsive Web technology can do for your business, feel free to come see NMC, the mobile marketing experts.

Article by NMC Interactive Marketing Manager, Matt Rideout