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Posts from January 2011

January 28, 2011

When The Consumer Changes The Way She Buys, Should You Change The Way You Sell?

 eMarketer writes “ Are Impersonal Messages Hurting Your Online Messages”, exhibiting some research that reveal online tactics that marketers are using. According to another chart in the article only 13% of the marketers who use email marketing elected to send emails based on individual customer preferences with real time monitoring.

 As marketers in The Google Age, we have to wake up.

The consumer really has changed the way she buys.

One of the reasons, as a consumer, I am so willing to give up my personal information online is so marketers who are irrelevant to me will stop barraging me with messages. No offense to anyone out there, but I am not the least bit interested in feminine hygiene products, yet watching TV of flipping through magazines, I am constantly assaulted by those ads. I am trusting some universal laws when I say that marketers must now change the way they sell. We know that marketers are at least dollar-smart, so it is feasible that they will segment and personalize more as the data becomes easier to collect and the cost of delivering messages online remains negligible. But the cost of free media space is you must personalize the message. You are talking to me - an individual - not a demographic target group. Change your context - change your actions.

 But, damn it’s slow in coming.

 There is no place for impersonal messages online. Marketers - please use your traditional media for that crap so we can continue to ignore it.

 But if you are going to send me a commercial message, you must first know who I am and what my interests are. You must then speak to those interests in a way that enrolls me in whatever your selling. I may buy it if it is the right product at the right time.

And if you cannot bother to do that, then at least allow me to win something. Remember - the only time I respond to a commercial message is when I see what is in it for me. If you cannot see your way to address that in your online communications, at least let me enter to win something.



January 26, 2011

Five Questions with Casie Stewart

I noticed Casie Stewart some time ago on Twitter. Truthfully, it's pretty hard not to notice her. She is definitely a force-to-be-reckoned-with! Consummate Blogger, Twitter Maven and Gal about town.

5416_247848470206_501625206_8243663_2863754_n Her energy and her love of life jump out at you in the Blog-0-Shpere and Twitterverse. In the words of Marlin Perkins "Ok Jim lets go in for a closer look!" 

Five Questions with Casie Stewart

OD:  You have been on Twitter approx 3 1/2 years (1000 days) and have since that time amassed 47,000 updates, question is - can you keep up this staggering pace? 

CS: Yeah, I like a fast pace. The question is, can people keep up with ME!

OD: Did the appearance of Twitter actually shape who you are? 

CS: I’ve always been ‘who I am’: creative, unique, outgoing, organized, beautiful (haha I kid!)

OD: Or was it serendipitous? Ergo, was there something you did before Twitter that resembles what you are doing now?

Continue reading "Five Questions with Casie Stewart" »

January 25, 2011

How to Measure Social Media

Prashant Suryakumar stated on Mashable on January 12, 2011.

”Social media has come of age. Marketers now have the ability to augment their traditional marketing approaches with rich behavioral and activity-based targeting that should increase marketing ROI significantly.”

A well written blog on the current state of social media analytics is both interesting and at times,  a narrow point of view. Or perhaps too broad a point of view. For example he says “There are no “best practices” for measuring a successful social media campaign.” Depending on his context, we were surprised to hear him say that. We have been doing exactly that for 15 months now with our Drum Platform. It integrates direct response promotion (direct mail, email marketing, etc) with social media sharing. It has been producing exceptional results, producing double digit response rates while building net new opt-ins (from the social sharing). And it allows us to measure the ROI of every campaign. 

 The concept is to take a direct mail campaign that you believe should provide a 1.5% response rate. Rather than simply giving your prospect a savings coupon, have them click to activate the offer.

Continue reading "How to Measure Social Media" »

January 21, 2011

Road Rage and Hate and Trolls

By Peter Mosley

In a recent post on CNN Opinion, Jeff Pearlman confronts some of his haters face-to-face. It was interesting to hear that these folks who were rather abusive to him, when contacted, were shy, apologetic and Jeff even said he liked them.

Hate I liken this to Road Rage. If you have been personally involved in a case as I have numerous times, in a previous life - in fact, one case went right to the Supreme Court - I was always surprised that the offenders who are operating their vehicles like something out of Mad Max were quite normal when sitting at the police station being booked. Well, as normal as one can be under those conditions!

I checked and I believe the States have actually classified Road Rage a mental illness. (At the moment I have not been able to track down a reliable source to see if we have done this is Canada. But still checking.) This year Harris/Decima did a Canadian study on Road Rage. Net/Net we do not have the same in-car attitudes as say our neighbors to the south. We are, like, nice folks behind the wheel, eh? The Globe and Mail gives you the stats.

When your true identity is hidden from public view as stated in Jeff's article ... "Well the Net got the better of me." you act differently.

Continue reading "Road Rage and Hate and Trolls" »

January 18, 2011

Social Media is a Numbers Game

At some level, social media is simply a strong and deep "data capture". The consumer’s ongoing willingness to particpate daily (Facebook), or even moment by moment (Twitter and Foursquare) will provide smart marketers rich data for for years to come.

Continue reading "Social Media is a Numbers Game" »

How to Master LinkedIn's Company Pages - a Must for B2B Marketers

It seems now that LinkedIn has finally positioned themselves as the primary social network for b2b. It wasn't always this way, in fact up until recently, myself and others considered LinkedIn to be a job bulletin board on steroids. But LinkedIn's new "Company Pages" has helped to change that perception in a hurry.

If you haven't experienced these new Company Pages yet, they allow for products and services to be put on display, provide the mechanisms to announce online promotions, and include the ability to upload multimedia such as graphics and video to help promote the business. But the most powerful feature of all is the LinkedIn's adoption of the pre-existing recommendation utility into their Company Pages.

Continue reading "How to Master LinkedIn's Company Pages - a Must for B2B Marketers" »

January 17, 2011

A Brand Discussion. Clint? Do you feel sloppy Punk? Well, do ya?

This has been really bugging me for a week.

As a back story, I am an avid golfer. I also get Golf Digest every month and in the recent issue was a full-page ad for Pebble Beach Resorts. Now, if you golf you know Pebble Beach. The Holy Grail of golf. The Vatican of Golf! Also I was with a company a while back that did the branding for PB. Kind of proud of that!

It is certainly on my bucket list for golf courses that I want to play. Not that I envision ever having the $500 US it takes to play the course, of course ONLY if you stay at the resort at - oh, call it $500 a night++.

Continue reading "A Brand Discussion. Clint? Do you feel sloppy Punk? Well, do ya?" »

January 15, 2011

How Rob Ford Took Top Marks in IABC PR Report Card

Rob Ford's campaign to become mayor of Toronto took top marks in the just released Communications Year in Review – Report Card on Toronto’s Top Newsmakers of 2010 by the Toronto Chapter of the International Association of Business Communicators (IABC). The Report Card evaluated four of Toronto's top news stories and grading them based on the effectiveness of their communications efforts. The association thought that Ford's well focused, passionate campaign was an impressive communications effort, which led to a favourable result. 

Continue reading "How Rob Ford Took Top Marks in IABC PR Report Card" »

January 11, 2011

Five Questions with Sam Zipursky of FreshGigs.ca

When I saw this new jobsite I was quite impressed. One of the things I am involved with is The Direct Marketing Association of Toronto. Our site has a very important section - the industry job postings. My close relationship to this offering has always made me interested in this industry.

As opposed to just passing along this find in a Tweet or a post, I wanted to get some of the background from the owners. Enjoy!

PM: When and where did the idea for FreshGigs.ca come from?

Zipursky-Cousins-Photo-by-Jeremylim.ca To explain we need to go back a bit. In 2009 my cousin/business partner Michael Zipursky and I started an online community for Canadian consultants and freelancers called Advicetap. Advicetap was a place where top Canadian consultants, freelancers, and small business owners could connect with each other, promote their skills, and search for job opportunities. Through word of mouth, blogging, and social media Advicetap was growing...but we didn’t feel it was fast enough – we needed a way to get the word out to a larger audience, that’s when Business Edge Magazine stepped in...

Continue reading "Five Questions with Sam Zipursky of FreshGigs.ca" »

WIN 500 One Degree Dollars - Do my taxes and WIN BIG!

The headline above could have easily read - You could win $500 I need my car tuned, or WIN $500 I need a tooth fixed. All are ludicrous of course.

No accountant is going to do my taxes on spec, no mechanic will tune up my car, nor will a dentist do dental work in order to win - in this case - $500 One Degree bucks! Or do it for exposure.

But designers and artists will ply their trade for a chance to win. Or gain exposure.

Recently, our good friend Monica Hamburg published a note on Facebook ... 

Continue reading "WIN 500 One Degree Dollars - Do my taxes and WIN BIG!" »

January 07, 2011

Canada Passes Anti-Spam and Anti-Spyware Law

Here is an in-depth review of Canada's new Anti-Spam and Anti-Spyware legislation of one of the top legal experts on technology in Canada - Barry Sookman.

Organizations that conduct business online should start preparing for Canada’s new anti-spam and anti-spyware legislation, which was passed in mid-December and is expected to come into force later this year.1 As the Act is complex and the penalties for violating the new law can be severe, organizations should review and modify their online practices, where necessary, at an early opportunity.

This is a preview of Canada Passes Anti-Spam and Anti-Spyware Law ...

You can read the entire post on Barry Sookman's Blog.

This link will take you to his site


January 05, 2011

One Degree Reader's Choice

Looking at the stats from last year ...

Here were the Top One Degree Stories of 2010 ...

Catfish The Movie
By  Leslie Hartsman

Interview with Louise Clements
By Shari Cogan

Blogging: Write what you don't know
By Liz Hover

Psychology & Social Media (Part II)
By Monica Hamburg

"Here and Now" Culture: Location-Based Marketing
By Rob Howard


January 03, 2011

New Year - a Prediction and Resolution Mashup

I asked some of our contributors if they wanted to share some predictions for 2011 and their New Year's Resolutions ... Future-crystal-ball

From Mark Nicholson 

Social media - Quora will not live up to the early hype. 

Advertising - Facebook will introduce another advertising format option

Also - geo location advertising will make significant gains and mobile will continue to be faster growing area.

From Barb Sawyers

My predictions:

Continue reading "New Year - a Prediction and Resolution Mashup" »

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