February 2010
|
|||||
Most Popular The Idiot Box – Redux? Events, Places and Faces
How Real-Time Search is What is real-time search and how is it changing social media? In this article, Oneupweb Founder and CEO Lisa Wehr unveils what real-time search is, what it means for your business and most importantly, steps you can take to start bolstering your social media presence and ultimately, increasing your overall social media authority. It's free advice you won't want to miss out on! 
It's time to find out if your website makes the grade. 
Oneupweb's ice sculpture at 4th Annual Cherry Capital Winter WonderFest in Traverse City, MI |
|
Oneupweb's Award-Winning Monthly Newsletter—OneUp Low-Down™ Subscribe now to receive timely, informative articles designed for the busy online marketing executive. Every month you'll receive a summary page of the latest issue with a short introduction to each article. With one click you can access a complete article and read it then or download it for later. Visit the OneUp Low-Down™ archive for past issues. Announcing Oneupweb's 2010 Client Summit.
Action Oriented Web Design: Now Available On Demand.
Be Relentless™: Business Success Against The Odds.
Here's to you, Lisa! "Let's raise our mugs and make a toast!" Oneupweb CEO, Lisa Wehr, has just been named a 2010 Enterprising Woman of the Year. This national award not only recognizes Wehr's extraordinary leadership skills, but also her relentless pursuit to keep Oneupweb pushing forward despite a challenging economy (to put it nicely). The Enterprising Woman of the Year award is one of the most prestigious awards in the world for women entrepreneurs. Congratulations! Oneupweb recreated the Ice Age—literally.
On behalf of creatures big and small.
|
|||
|
Hot Off the Desk of Lisa Wehr.
The question is no longer if having a social media presence is important, but moreso, how important that presence is. What is the value of the Facebook fan base your brand has worked so hard at building anyway? This month, the hottest thing on my desk is measuring the performance of social media marketing campaigns. Why is it important and better yet, how do you do it? Think of it this way:
What can these measurements actually tell you about your social media presence? A lot. Let's take a deeper look at what the percent of active fans really means for your business. This metric portrays the percentage of fans that you're having regular interactions with. You may have 500 fans but if you're only interacting with 25 of them, only 5 percent of your fans are actually engaging with your brand. And by active, I'm referring to dedicated brand advocates willing to help spread your name. The percentage of fan promoters and fan detractors speaks for itself. This represents the portion of your brand's fan base that's either speaking positively or negatively of your business. But remember, one measurement is only a snapshot of your social media success. Be it daily, weekly or monthly, you need to develop a consistent method and schedule of measurement to paint a clear picture of how your social strategies are truly performing. Measuring social media marketing this way provides marketers with a more reliable approach to tracking success and understanding the value of social media. Rather than simply counting those that click "become a fan" each month to illustrate growth, these measurements are a step toward developing a powerful social media strategy that truly benefits your business. Social media marketing is a vital component to marketing plans today. And it works when it's executed and measured correctly. If you need help getting started—contact us. We'll be sure that every part of your social media presence is perfected—after all, it's what we do. You can shoot me an email at info@oneupweb.com, request a proposal, give me a call 877.568.7477 or (in true social media fashion) send me a tweet @lisawehr. I look forward to speaking with you. |
|||||
|
Spring-Green: Committed to Success
A Oneupweb client since 2006, Spring-Green has been providing neighborhood-based lawn and tree care since 1977. They're currently serving neighborhoods and communities in more than 25 states across the country. This combined with their 33 years in business serve as proof that when it comes to lawns, trees and shrubs, no one knows the business better than Spring-Green. "Spring-Green is designed to be a simple service business that beautifies the environment—but the servicing of lawns and trees might be the only simple part of it,' says Young . "Marketing to a widely diverse demographic of potential users with different grass types, insects, and lawn and tree diseases can be very complicated.' How do these sharp marketers tackle this hurdle? In large part, through the use of highly targeted and personalized marketing campaigns. In their direct mail campaigns, they use over 60 specific variables to create personalized lawn proposals and they only target measured lawns in a database that has been built at the street level, with the help of their very committed franchise owners. And Spring-Green's franchise owners must like the results as 95% of the system participates in the direct mail program and it accounts for more than two thirds of their new customer acquisitions each spring. How do they get so granular with their prospecting? Spring-Green knew, if it wanted to drive marketing performance at the franchise level, it need to first centralize its entire organizations data. The next step was to create useful tools that provide marketing intelligence and guidance on where to target prospects and allow for a matrix of offers to be tested at the local level to find what works best for each franchise. The centralized data system does more than just help market franchises, it also allows Spring-Green franchisees to compare their key performance metrics to other franchisees measuring how they fare in areas such as revenue, production and cancellation rates, and more granular metrics like revenue per production person and revenue per service vehicle. This tool allows the franchise owner to compete with their historical performance, their goals and their peers. And where does the web fit into all of this? With the help of Oneupweb, Spring-Green has integrated its direct mail program with digital marketing strategies to drive prospects to sign up online. Onepweb expanded Spring-Green's website content by assigning each franchisee their own series of pages within the overall site, enhancing their positioning within the local search arena and accommodating a greater level of personalization. Spring-Green continues to increase their budget for both SEO and PPC, as they've consistently done for the past five years. Why? Because they continue to see big results. But their cutting-edge technological tools and continued commitment to digital marketing are part of a larger plan Spring-Green has set aside for this year. "We're planning to create a successful year regardless of the economy,' says Young. "And we've partnered with right people, like Oneupweb, to help us make that happen." Spring-Green's willingness to implement new technology and tools to strengthen their business paired with their relentless pursuit of success—even if it's against the odds—show that they understand the power of marketing today. They're razor-sharp marketers, motivated by a commitment to their franchisees, customers and the overall success of the brand, and we're happy to have the opportunity to help them continue to grow and succeed in 2010. Thanks for taking the time to speak with us about your marketing challenges, plans and goals. It's been a pleasure! To learn more about how Oneupweb can help your business establish an efficient, well-integrated digital marketing campaign, give us a call at 877.568.7477 or send us an email and let's get started. |
|||||
As an internationally recognized thought leader in integrated online marketing, Oneupweb authors and maintains an extensive library of original white papers, articles and research.
You can access these and previous issues of OneUp Low-Down at OneUpWeb.com. For questions about our services or other resources available at Oneupweb, call us toll free at 877.568.7477 or email info@oneupweb.com. We look forward to hearing from you.
Copyright © 2010 Oneupweb. All Rights Reserved 877.568.7477 | 13561 S West Bayshore Drive | Traverse City, MI 49684
|
|||||
An Innovation Conversation?
Got Wine?
Last year, just having a Facebook page or a Twitter account warranted bragging rights for a business. But things change. For many brands, having authority when it comes to social media has become just as important as establishing a social media presence originally was. Customers expect brands to have a strong social media presence. And chances are, if you're not actively engaging with your consumers via Twitter, Facebook and the dozens of other social media platforms available, you've lost them to your competition.
We sat down and spoke with James Young, President of Spring-Green Lawn Care® about the unique facets involved with their consumer marketing efforts to acquire new customers and grow system revenue—including the challenges that being a franchise organization presents and how they've surmounted them. Additionally, Young disclosed some exciting technological advances Spring-Green has been rolling out.