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Posts from March 2009

March 31, 2009

A Candid Chat with The Globe and Mail’s Social Media Evangelist Mathew Ingram – Part 1

Mathew Ingram - Photo by Rannie Turingan Mathew Ingram, Communities Editor at The Globe and Mail, has been relentless in spreading the word about how the newspaper is using social media to engage its readers. He is very passionate about reaching readers through social media and getting more of the Globe’s journalists on the social media bandwagon.

At the Third Tuesday Toronto event last week, I chatted with Mathew after his presentation, "How The Globe and Mail is using social media to connect with its readers". It was a repeat performance for those who attended his seminar at PodCamp Toronto 2009. You can watch Mathew’s presentation from PodCamp here as well as download his slides. His Globe blog, Ingram 2.0, also provides more information about what they are doing with social media.

This post is one of a two-part series about the after-presentation discussion that took place with Mathew.

The more things change, the more they stay the same?
Mathew compared the Globe’s brand to a record label. Artists develop their own personality under a label; the label promotes them and helps to make them who there are. The artists can then leave and go to another label or go independent. It’s the same at the Globe. You have journalists that people like because of their talent and the personality evident in their articles – Christie Blatchford, for example. The Globe is the medium that helps them to get their following of readers. But, they can easily leave the Globe and go independent or to another newspaper.

Continue reading "A Candid Chat with The Globe and Mail’s Social Media Evangelist Mathew Ingram – Part 1" »

Have Lots of Email Unsubs? Inbox Clutter Isn't the Issue.

I saw this chart last week (part of Marketing Sherpa's excellent "Chart of the Week" series) and it really struck a cord with me.  I get a LOT of email.  Most of the time I manage them actively, using the delete key as one tool in my info stream tool-kit if I don't happen to be interested in that week's content.

But lately, I've been hitting the "unsub" button a lot more.  And the main reason: no longer relevant.  Seems I'm not alone.


Reminder - Tomorrow is April Fools Day

Here's our public service announcement for the week.  Tomorrow is April Fools Day

Hold All My Calls

Not only do you have to worry about getting caught by the Conflicker.c worm but by more insidious online pranks.  Google has a rich history of April Fool's pranks - so if you hear about Google buying Twitter and rebranding it Twoogle, think twice. 

Remember: Snopes.com is your friend.

Photo: furryscaly

March 27, 2009

adamo.com - The Final Chapter

Last week we wrote about adamo.com and the importance of owning your brand's domain name.  As this week comes to a close, we received an update on adamo.com and Dell's ownership thereof from Bill Sweetman, general manager of YummyNames, the company (a division of Tucows) who owned the name:

It turns out that Dell does recognize the importance of a good domain name. I can't divulge any specific details of the deal, but what I can say is that over the last week I was able to broker a deal directly with Dell, and Dell is now the new owner of the adamo.com domain name. Tucows and YummyNames are happy with the deal, and I would imagine that so is Dell. I wish Dell lots of luck with the ongoing global rollout of the Adamo laptop, and I am glad this domain name story has ended on a positive note.

And if you check, adamo.com does now point to Dell's notebook site.  We're always happy to see a domain name go to a good home!

So, what's your take?  Do you think it was important that Dell ultimately ended up owning the domain?  Or was this all a tempest in a teapot?

Vulcan premiere, Earth hour and BSG finale - The Frak! Edition, Week in Review - Friday March 27th

Many Thanks to Our Sponsors & Advertisers! 

Updates on Us:

This week's WIR curator is Brad Grier. He blogs at blog.bradgrier.com and tweets up a storm as @bgrier.

Seen Around the Blogosphere

Heard on Twitter

Interesting Bookmarks from the Backchannel

Releases, Announcements and News

Other Tidbits

Video Meme of the Week

Speaking of IE8, Microsoft created this video on the history of the Internet to promote the release of IE8. Some of it is pretty funny; some of it a little forced. I do always like watching The Ninja, though.  (If you don't think this is interesting, don't blame Brad; I added it in -kt)

March 26, 2009

Eliminate Duplicate URLs - Get the Scoop on the Canonical Tag

Back in February, all the major search engines (Google, Yahoo, MSN and Ask) agreed to recognize the syntax of the "canonical tag".  The canonical tag is essentially a new "link element" for the HTML on your website pages that is intended to clean up duplicate URLs on sites.

So, for example, sometimes you have http://www.example.com as your URL and sometimes it's http://www.example.com/?sessionID649AY56 as the URL of the same page. The canonical tag specifies which is the "real" URL to help search engines avoid indexing duplicate content.

Explaining the use and implementation of the canonical tag in further detail is this great overview by Helen Overland.

I also found this video Q&A from Matt Cutts (Google Guru) on how large corporations with large websites should handle the canonical tag and whether it should be on every page.

There is also this great piece from Matt which includes links to help centre resources and other posts about the canonical tag.

April 9 - Planners Unite - Toronto

March 24, 2009

Using Affiliate Marketing for Low-Risk Market Research

Barometer Maintaining your presence in the marketplace is paramount during a recession. After all, with fewer consumer dollars in circulation, every one that you capture is that much more important.

Of course, with fewer consumer dollars circulating, it’s equally important that you maximize the return on your marketing spend. So wouldn’t it be great if you had a barometer for what works in the marketplace? And a way to test new strategies before rolling them out across all your acquisition channels?

If you have an affiliate program, it can be both that barometer and testing ground. First, an affiliate program can be treated as a microcosm of your entire business. After all, through your affiliate program you advertise, acquire new customers, and conduct transactions based on the performance of those customers.

More importantly, the performance-based model of affiliate marketing (that lets you pay only for results) offers you a controlled environment in which to test out new campaigns and strategies. The intelligence that comes out of your affiliate program, then, can be invaluable in helping you reach targets and stay ahead of market trends.

Continue reading "Using Affiliate Marketing for Low-Risk Market Research" »

March 23, 2009

5 Lessons from SXSWi

South by Southwest Interactive festival is one of the largest technology events of the year. Over 6500 registrants meet to discuss web technologies and the communities those technologies are meant to support. The registrants are a mix of technologists, bloggers, podcasters, social media marketers, PR folks, designers and developers, all of whom descend upon Austin, Texas, for five days. 

SXSW Bag Pickup
SXSW Bag Pick-Up

The festival offers many lessons, tips and tricks, best practices and predictions for the future. Below are 5 Lessons I Learned at SXSWi.

1. Have good shoes. Zappos.com is "Powered by Service." 

Zappos.com sees extraordinary customer as its norm. CEO Tony Hsieh understands that to succeed online, Zappos has to compete with the offline retail environment where customers try shoes on. As a result, Zappos offers free shipping and free return shipping for all its products.

In Tony Hsieh's opening remarks, he reveals how good deeds such as free shipping can help you leverage the power of your audience to massively extend your brand. Listen to a podcast of Tony Hsieh's opening remarks at SXSWi.

2. Libre is different than gratis. Chris Anderson gives it away.

Guy Kawasaki's interview with Chris Anderson helps set the record straight on some of the notions in Anderson's upcoming book FREE. One of the basic premises is that free as in "gratis--no price" is different than free as in "libre--freedom."

Continue reading "5 Lessons from SXSWi" »

How to Create Sustainable Content: Part 3

Day planner It’s all about planning
Most people start blogs and newsletters brimming over with enthusiasm, then lose momentum. In many cases, they’ve quickly used up most of their great ideas. That’s why you need a plan.

Attention spans are short, especially online. So keep your content brief. Do not cram all your best concepts into the first few posts or issues. Spread out your topics to build interest and loyalty.

You’ll need to consider how often to publish. This will depend on the time you want to spend and how often your readers want to hear from you.

Frequency builds recognition and engagement. But if the high quality of content is not maintained, you risk turning off readers and undermining your reputation. Quality trumps quantity.

Once you have a rough idea of your publishing frequency, write a list of topics you’d like to cover and place them in an editorial calendar. You should not be a slave to this schedule, but you’ll be thrilled to see it when you’ve been side-tracked by other pressing concerns.

Of course, you’ll need to be prepared to change course immediately when something relevant happens or a shiny new idea pops into your mind.

To develop your editorial calendar, start with seasonal items. For example, if you’re a real estate agent, you might spend the early months of the year advising prospective sellers on how to prepare their home for sale in the spring, when buyers start shopping.

Continue reading "How to Create Sustainable Content: Part 3" »

March 20, 2009

Short Attention Span Edition - March 20, 2009 Week In Review

Many Thanks to Our Sponsors!  Their Upcoming Events:

Updates on Us:

This week's WIR curator is Leona Hobbs. She tumbles at tumbleona.

The latest in web services

  • (via NewTeeVee) March Madness airs live on YouTube. I guess I'm old school because I'm watching the NCAA Championships on HDTV as I compile this Week in Review for y'all.
  • (via ReadWriteWeb) Streamy is the new hotness in social media aggregation. Here come the desktop clients that aggregate all your social networks.
  • (via Mashable) Twitter grows 1,382 percent year-over-year and is up to 7 million unique visitors (Feb. 09)
  • (via Micro Persuasion) Steve Rubel says Twitter is peaking.

From the OneDegree Blogroll

This week's video meme

Kill Bill Parts 1 &2, In One Minute, In One Take (and titles)

March 19, 2009

June 5-7, 2009 - nextMEDIA - Banff

nextMEDIA Banff nextMEDIA presents three days of business to business exchange and evening social events. Attracting media buyers, media owners, online publishers, broadcasters, web masters and digital media experts our Banff event creates the perfect surroundings for big business deals to take place.

Reasons not to miss this years nextMEDIA Banff:

Big Business Opportunities - We’ll introduce you to broadcasters, producers, advertisers, agencies and digital media executives who are actively looking to connect and do business. Make full use of our MatchMaker tool, pitch pit and interactive exchange sessions.

Advice That’s Worth $! - Join workshops, keynotes, discussions, master-classes and briefings that provide business critical advice on strengthening your digital initiatives

Take Home Tools and Tricks – hear from speakers with a proven track record in monetizing digital media. Find out how to implement guerilla campaigns, attract elusive ad dollars, secure eyeballs and harness the power of audiences.

Registration is Now Open! Save $200 with the Early Bird Rate until April 8!

Sales - A Wake Up Call: Part 4b

Coffee break Here's my final instalment of Sales - A Wake Up Call series. In the previous instalment, I talked about  avoiding "Black Dot" days and making sure you have a reliable, trackable sales system.

Here are my final tips for the sales folks out there:

10. Call at least two current customers each and every day.

  • I have always contact all my customers at least once every three months. Whether I am doing active business with them or not. A note, an email a phone call (the best) just to say hi.
  • The best thing is to sort by industry and in your reading, find two or three items per sector that you can start off the conversation with:

    Hey Sally! How’s tricks? Great - Listen, I read that Blogtastic.com just purchased www.Ihavenoclue,.com? Does that impact you? What did you think about that?" (Oh and then let em talk.) You have two ears and one mouth. Listen twice as much as you speak!

11. As above, have a communication process for contacting all of your prospects - a note, an email, a letter ... have something.

  • Do it so your customers are contacted at least twice a year. Better still get them something of value. No, not logo’s golf balls! A report, some research, an interesting find.
  • You have to keep in front of folks. Squeaky wheel and all that. It is important to stay in touch. Out of sight - out of mind.

12. Further to the above - Get your best customers some "New Customers". Introduce them to someone they want to do business with.

  • One solid strategy I have always found: find out who your customer’s best customer could be. Set up a lunch or dinner with that “potential customer” and invite your "current" customer. Talk about fertile ground. I like to be a fly on the wall and not manipulate the meeting.
  • Better still, for my personal preference, I use a golf game. Golf is a “contact sport”. In all my years I have NEVER come off a golf course with a group like this without a solid appointment, a sale or at the very least, a plan to move forward on something we - the three of us - had just discussed.

Continue reading "Sales - A Wake Up Call: Part 4b" »

How to Create Sustainable Content: Part 2

Target audience It’s all about them
Despite the importance of your expertise and objectives, your content is not just about you. It’s about connecting to the people who are important to you. The better you know them, the more likely you are to succeed.

From conducting formal research to reading others’ content to chatting online or talking at networking events, there are countless ways to get to know your target audience better. The key is to be able to put yourself in their shoes, to understand their motivations and frustrations and the kind of language they use.  

Then think about why they would want to read your content. Jakob Nielsen of www.alertbox.com, identified the main reasons people read email newsletters, which can be applied to other online communication. He found that people read to:

  • stay up-to-date in their field
  • acquire a competitive edge
  • become more productive
  • save money, or
  • learn more about personal interests.

Make sure you’re giving them what they want.

You also have to tailor your writing to the way people skim rather than read online. Your content has to be concise and to the point. It should feature bullets, lists, subheads and design elements that help people quickly find what they want.

You also need to think about how different kinds of people best absorb information.  Some people want the big picture, how everything relates. Visual people like charts, photos and well-defined sections. Skeptics demand detail and backup. Many others respond to personal stories and emotions.

So think about the kind of people you want to attract. Write for them. Or try an approach that is balanced to fit your audience mix.

If you’re writing for a highly specialized audience, say other software developers, you should write in their terms and jargon. If you are trying to establish your credibility with C suite executives, throw in some trendy business words.

Big caution sign here:  in most cases, it’s safer to write in plain language that everyone will understand. Few readers, especially those scanning online, will trudge through difficult phrasing or muddy terminology.  Big words frustrate much more than they impress.

Big content can frustrate too. In Part 3, I'll talk about how planning many shorter pieces of content can make it much easier to keep the words flowing.

Photo credit: Clamouring the see the N97 - Barcelona by eyeSPIVE

March 18, 2009

Fernando Barbella on the Doritos "Bring Back the Slow Dance" movement at MIXX Spring 2009

Last week at the IAB Canada MIXX Spring 2009 I interviewed Fernando Barbella from BBDO Argentina. In the first part of the interview, Fernando discusses the positive brand hijacking that occurred with Doritos' Bring Back The Slow Dance Movement.

In addition to watching the interview, make sure you check out the great write-up of the Doritos case study from OneDegree contributor, Sonia Carreno. She captures all the details around the strategy, goal and results of the campaign.

adamo.com - The Importance of a Good Domain

Adamo We've written a number of times about the importance of owning the right domain name.  Particularly if you're launching a new product.  Case in point - Dell's new luxury laptop, Adamo.

To tout this new machine, Dell launched the site AdamoByDell.com

However, they could have had adamo.com.  Adamo.com is one of the surname domain names owned by Tucows, Inc. and managed by YummyNames, a domain name sales and consulting service run by Tucows.  In addition to managing a massive portfolio of domains for sale, YummyNames also leases domains for short periods of time - perfect for a product launch.

Instead, of going this route, Dell chose to ignore the importance of a good domain.

We checked in with Bill Sweetman, general manager of YummyNames, about Dell's interest in owning the adamo.com domain.

"Dell never approached YummyNames although they claim a broker approached us anonymously and got the impression it would be too much money, but no one here has any knowledge of that exchange and, besides, we also offer domain name leases for as little as $750 a month.  We subsequently reached out to Dell’s ad agency, Enfatico, when we noticed a traffic spike to the domain dating back to the CES announcement of the laptop in December. We are fans of Dell and want to help them out but they seem to think even $750 is too big an investment for a global product launch. We are all stunned that Dell, of all companies, doesn't get the value of a good domain name!"

Continue reading "adamo.com - The Importance of a Good Domain" »

March 17, 2009

Celebrating with the Irish on eBay - Happy St. Patrick's

423828083_4717f1a5ff_m Sometimes you find marketing insights in the weirdest places.  Most recently, thanks to eagle-eye consultant Nazia from Environics, I've discovered it on eBay.  Similar to what she discovered about pre-Valentine's trends on eBay, Nazia has shared with us some of the more creative items and tidbits for St. Patrick's Day.  Marketers, take note - next year's hot item might be below ...

  • There are 5,629 listings for St. Patrick’s Day – collectables are the most popular category (1,333 listings).
  • Can you believe that “Disneyana” is the 3rd most popular collectable category (when searching St. Patrick’s Day)? Good old Walt has branded a bunch of merch like golf balls, pins, mouse ears, antennae toppers and more.
  • Keeping with St. Paddy’s tradition, you can buy Reichhart's Shamrock Ale beer bottle label from 1934 (sorry, beer’s all gone!) for a refreshing $12.23 (current bid).
  • One of the least expensive St. Patrick’s Day listing: Sexy St.Patrick's Irish Shamrock Pantyhose Nylons ($1.26 currently) – What, you don’t WANT green shamrocks on your leg?  Crazy! ;-)
  • How about a bangle that’s said to be haunted by a Dijnn. The sales pitch you ask: “This St Patrick's Day Djinn will be bound to your name before it leaves the work shop - meaning you don't have to waste time with complicated bonding rituals!”  Riiiight, ‘cause a complicated bonding ritual is the only thing preventing me from my very own Dijnn.
  • I must admit, this is pretty creative. Marketing 101, too – take an existing product and repackage it. [eeewwww .. ed]

Thanks, Nazia, for sharing these weird finds on eBay - I can only imagine what will be there for Easter :)

Happy St. Patrick's Day, everyone. Erin Go Bragh

March 16, 2009

How to Create Sustainable Content: Part 1

Blank screen The Internet has enabled everyone to become a writer. Unfortunately, many inexperienced writers run out of steam, resulting in ghost blogs, extinct email newsletters and other unsustainable efforts.

For people who lack either the time or talent, the solution is to hire professional help. But many others can improve their ability to keep great content flowing by starting out with a clear idea of their expertise, objectives and audience as well as a simple plan.  In this three-part series, I’ll walk you through the process of creating sustainable conte.

It’s all about you
To produce content that goes beyond twitter bursts and status updates, you need expertise, perspective, objectives and measurements.

So think about your area of expertise, your special knowledge. Then add your individual perspective.

For example, if you’re an economist, the money supply may be your area of expertise.  But you also need to give your audience your opinion about how government expansion of the money supply is going to affect the economy. With a blog, you have to anticipate disagreement - be prepared to defend your position.

If your focus is too narrow, you may run out of ideas. If it’s too broad, you’ll have difficulty attracting people. The trick is to define your core expertise, then extend beyond it when it makes sense.

Next, you need to examine your personal, business or professional objectives. Write them down. Think about them. Discuss them with colleagues and friends. Revise them. Only then can you ensure that your content will be strategic. If you are not meeting your objectives, chances are your blog, newsletter or whatever will stop breathing as soon as you get distracted.

To justify the effort you're putting in to creating content, you’ll want to measure how well you’re accomplishing your goals. In addition to online metrics, consider broader yardsticks, such as whether you are getting more calls, more revenues, more speaking opportunities or whatever it is you need to fuel your venture.

That’s enough about you. In Part 2, we’ll give you some advice on how to connect with the people on the other side of the screen.

Photo credit: Blank screen by pigdump

OneDegree's Twitterstream Gets New Editors and a New Username

OneDegree has been twittering for a while as @onedegreeideas - we've mainly been re-posting our blog posts and putting out calls for conference correspondents.

But that all changes today!

First, we have a new handle - @onedegree  So, if you're following us at the old account, please follow the new one.  And if you aren't tweeting yet, here's a good reason to join .. our new editors!

I'm delighted to annouce that Liz Hover and Corby Fine are our new Twitter editors!  You can read a bit more about Liz and Corby on our twitter welcome page.  And then tweet them a friendly hello!

By the way, we still have room for a few more Twitter editors on the team.  In particular, we're looking for folks from the East Coast, Montreal, Calgary or Edmonton and Vancouver.  Our hope is to get more local coverage of events, announcements and news.  Send me an email kate at onedegree dot ca if you're interested! 

Apr 2-3 - Predictive Analytics Training - Toronto

March 13, 2009

Creme Eggs and Corn Chips: March 9, 2009 Week in Review, Snacktastic Edition

Thanks to Our Sponsors!

Upcoming Events:

Job Openings

Tim Willison is a new contributor this week with his piece on recognizing and retaining creative talent. Welcome, Tim!!

And don't forget you can Win a Palm Centro!

This week's WIR curator is Ben Boudreau. Ben is a 20-something social media addict representing OneDegree on the east coast while blogging and tweeting his way through life.

Seen Around the Blogosphere

After the Skittles kerfuffle last week and the unveiling of Facebook's twitterfication strategy the week before, the blogosphere has been pretty quiet as we all hold our collective Canadian breath in hopes of an end of this unpleasant season. Luckily there are still a few troopers blogging through the winter blahs.

It's also important to note the delicious presence of suicidal (and mildly sexual?) Cadbury Creme Eggs taking over the internet in all their glory - not to mention a ticking time bomb worthy of Saw VIII on display in downtown Toronto.

If food is right up your alley but you'd like it with a little more user generated content and a little less perversion, check out Doritos' new campaign to name their new, secret flavour. The competition and submissions can all be found at DoritosGuru.ca.

Releases, Announcements and News

  • Apple infuriated recent iPod Shuffle buyers with a brand new version, now with more talk and more 'tude!
  • More details on the upcoming Facebook facelift.
  • New iPhone OS expected to be announced at event next week.

Heard on Twitter

This Week's Video Meme

March 12, 2009

Win a Palm Centro Smartphone!

UPDATE: Congratulations to Fabrice, the winner of the Palm Centro! If you follow Fabrice on Twitter, I'm sure you'll be hearing all about the new phone when it arrives.

Thanks to all of you for your excellent vacation-themed texts! You definitely made us jealous. And a little bitter.

Palm Centro SmartphoneWe’re giving away a Palm® Centro™ smartphone, courtesy of Palm®!

This is a sweet phone, people. Here are some deets

  • Now available on Bell Mobility’s High-speed network.
  • Comes in soft-touch Midnight Black with 128MB of available memory.
  • Has a full keyboard for quick, easy typing (so u dont sound lk ur 12).
  • Helps you manage email and text messaging, keep track of your schedule, stay up-to-date on the latest news, capture and share pictures, and get maps with Google Maps with the new My Location feature.
  • Facebook for Palm lets you connect with friends, respond to messages, upload photos and videos, receive status updates, browse friends' profiles and send out new friend requests.

How to Win

Since we're jonesing for a spring break vacation here at One Degree, we thought we'd theme our contest around a getaway!

Imagine you’re in your favourite holiday destination – what message would you text your friends on your new Smartphone to make them jealous?  "At the Louvre - Mona Lisa smaller than I thought"? "Who knew you could text message while paragliding in Maui?" You decide.

Leave a comment with your envy-inspiring text by 5PM PST Friday, March 20. We’ll randomly draw and announce winner on Monday, March 23.

Eligibility – this contest is only open to residents of Canada. Sorry, non-residents!

Mar 29-30 - WAA Base Camp Workshops - Toronto

March 11, 2009

Indie Film 2.0 - How Social Media is Empowering Independent Filmmakers

Since I work in social media, I can't help but feel that it's transforming everything. Everything.  (OK, well, maybe not Tom Waits.) But, really, isn't it?  It's certainly changing the world of filmmaking.

I'm passionate about movies, both watching and participating.  But the "traditional" system is quite flawed.  From an audience perspective, there is a hunger to view content they can truly relate to.  From the artists' perspective, they want more control surrounding the content they create - from how they tell the story to the rights they have to them.  

I am excited by the prospect of social media (and good old gumption) helping to release filmmakers from the binds of the traditional systems, including the necessity of a theatrical release and the pressure to be appealing to a broad audience. 

I am particularly inspired by the work of filmmakers like Arin Crumley and Susan Buice ("Four Eyed Monsters"), Lance Weiler ("Head Trauma") MdotStrange ("We are the Strange" Skot and Ryan Leach ("Lost Zombies") and many others who are not only taking control of their film's direction but are contributing to the greater discourse.  And most notably, helping to educate other artists about how to make the technology work for them.

These filmmakers are creating a life and interest for their films pre-release (and post).
  They are building and connecting with their audience and even enlisting their support. And they are making their content even more engaging.

"I believe the Internet has created a kind of conversation that we are all involved with. We‘ve gotten used to that level of interaction. It‘s rewarding. Now we want that experience from our media.”  - Lance Weiler. From Filmmaker Magazine: "When The Audience Takes Control."

Here are just a few things they're doing:

  • Cross-Platform Storytelling. Allowing the story's character(s) to live in other platforms before the film is released - and whilst the film is being made - gives the character a larger/broader life - and helps with publicity.
  • Getting their fans to promote These interactions are done in an organic way - people who are interested in the content are naturally inclined to promote it.  Instead of manipulating people to work with them, they are working with the very people who would be most helpful.
  • Asking people to finance or contribute content.  From asking people to fund a film or send in media, filmmakers are giving the audience a piece of the pie, and are richer for it.

Certainly, social media interaction requires a great deal of time, work and effort. As does the creation of  supplementary material.  But it's a fair trade when the benefit is the ability to maintain control over your film - and, potentially, career.



Check out these sites for further information about independent film/storytelling and technology.

Photo credit: FAIT - movie set by James Willamour

Email Marketing and Measurement with David Klein from Aeroplan - 5 Question Interview

Aeroplan I recently had the opportunity to speak with David Klein about email marketing and measurement.  David is the Vice President, Marketing Planning and Program Development at Aeroplan.  He'll be speaking at the upcoming eMetrics conference in Toronto.

One Degree: Email marketers often obsess about click-through rates.  What does Aeroplan consider its top email marketing metric(s)?

Well, we focus on basic email metrics (opens, click-throughs) for each campaign. BUT it's important to remember that each campaign is a snapshot in time and click-throughs only provide a one-dimensional view of a member. Ultimately, we look at engagement of the member in a multi-dimensional way. Metrics like the recency of a member's last open, the recency of their last click. Recency is a very important metric given the frequency of communication email offers. 

We also look at groupings of offers within a single email to see which offers get click-throughs. And, we'll look at all of this in relation to segment objectives and performance. Ultimately, it's a balance between supporting the needs of individual campaigns and maintaining overall member program engagement.

Aside from our own metrics, we also recognize that there are lots of emails in a member's inbox. It's a cluttered world and we want to make sure we can stand out in that clutter.

OD: Aeroplan has a number of partners that you promote in your emails – how involved are those partners in measuring success?  Do they take an active role? 

We get our partners involved in the very early planning stage and try to develop an annual plan with them.  They bring their own business objectives or needs; we bring an understanding of what our members expect and what offers elicit the responses our partners require. Ultimately, the measure of success varies by partner - depending on their objectives.

The efficiency of the email channel tends to drive up the frequency of communications. So there is a balancing act of frequency vs fatigue. We must ensure that we balance the program’s need to communicate with members’ receptivity - for the long term benefit of both our partners and our members.

Continue reading "Email Marketing and Measurement with David Klein from Aeroplan - 5 Question Interview" »

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