February 4, 2012

Awesomely Cool Local-Mobile App Idea #1

This is my website, so I get to do things like throw out silly ideas for mobile apps that would be awesomely cool. Thus, here is Post #1 in a potential new series entitled “Awesomely Cool Local-Mobile App Ideas.”

Title: Augmented Reality Reunion

Description: For all those class reunions in your hometown (there must be at least 3 or 4 a year, right?) an augmented reality application that allows you to hold up your phone and look through the camera. The phone identifies the person you’re looking and displays information about them, which they have provided to reunion organizers. Not only their names, but their spouse’s name, the number of kids they have, and anything else you ask them to provide before they show up.

Potential Sponsor: The local country club or bar & grill that is known as the go-to place for class reunions.

You can already do a lot of this stuff through iPhone applications like Yelp. This isn’t much different — you just have to be able to identify people by 1) their faces or 2) a barcode on their nametag, perhaps? So come on — someone build this, already! I have a sponsor I want to pitch. (And if you know an application that would do this, let me know in the comments.)

Helping Clients Buy Better

Mark Ramsey is one of the smartest people tracking changes in the media business. He focuses primarily on radio, and has great advice for local radio stations that applies to anyone who’s in the local media business.

If you’re a local media company, part of your job is to maximize the success of your client partners on their terms, whatever those are: Foot traffic, awareness, the ring of the cash register, etc. It’s not simply to stock more items in more categories and pitch them harder.

It constantly amazes me that so many of our digital assets are built to sell to our clients and so few are built to educate them and deepen our relationship with them.

Ramsey suggests building a website that specifically caters to your clients. Give them case studies that highlight success stories. Give them tips for how to best use your resources to promote themselves. Post a Q&A section that answers your clients’ questions about marketing. He has tons of other ideas, and you should go read the post here.

Anyone out there do this kind of thing already? If so, I’d love to hear about it.

Is it harder to connect with consumers?

From an Fast Company article on The Future of Advertising:

“The irony is that while there have never been more ways to reach consumers, it’s never been harder to connect with consumers.” – Brad Jakeman, chief creative officer at Activision

I don’t think this is quite true. It’s easier to connect with consumers than ever, because now we have social media tools that allow us to do it. In reality, advertisers were never really “connecting” with consumers before. It’s just that they defined almost anything — someone viewing their commercial or driving past a billboard — as a connection.

What Does Facebook Engagement Look Like?

IMG_3921.JPGYou know you need a Facebook page for your business. You may even think you know what kind of stuff you want to put there.  But before you go one step further, you should think about this question:  if my Facebook page is successful in engaging customers, what will that look like?

For an example, take a look at a page I’ve set up for a little hobby website of mine, RepublicTigerSports.com.  (I cover local sports exclusively focused on my hometown.)  The season is just starting, and last night was a good example of what an actively engaged Facebook audience looks like.  In about 6 hours, here’s what people posted to the page, out of the 1,300 fans:

  • 3 user-generated wall posts
  • 14 comments on my posts
  • 12 clicks on the “like” button

That’s about a 2.5% participation rate — but keep in mind, I’m only talking about a single 6-hour period.  Most traditional websites are lucky to get participation of around 5-10% over a much longer period of time.  I could never get that kind of comment rate if I merely posted sports updates to my website.

The point of the example is that a Facebook is a great way to engage people.  And engagement is more important than building up a huge number of fans.  That’s because engagement — getting people to take action, even if it’s just clicking a “like” button — is a sign that you are building a relationship with your followers.  And that’s the point of pouring time and energy into social media in the first place.

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