Matrix Group International

Tag: Marketing

  • Election Day Needs a Marketing Plan or How To Get Voters to the Polls

    Election Day Needs a Marketing Plan or How To Get Voters to the Polls

    Empty voter boothsIt’s Election Day in Alexandria, VA. Today, we voted for Mayor, City Council and School Board. These are pretty important positions in our City government. Here’s the problem: voter turnout was ridiculously low. When I went to vote at lunchtime, I was the only person in the entire polling station. The volunteer told me that about 5% of registered voters in my precinct had voted.

    Low voter turnout, especially for a non-Presidential race, is nothing new. Mid-term elections are notorious for having low voter turnout. Evidently, the millions who turned out for the 2008 Presidential race that elected President Obama have tuned out again and  are skipping local elections.

    Know what I think?  Election Day needs a marketing plan. We market our meetings, conventions, products, and tradeshows.  I say that we need to deploy some of the tactics we use to get people to attend a tradeshow, register on a Web site or buy a product and get people to the polling stations!  Here are some of my ideas:

    • Create a sweepstakes. Every person who votes is entered into a contest to win $10, $100, $10,000 or whatever amount is available.  The dollar value doesn’t matter; the excitement of a sweepstakes is what counts.
    • Give out points for voting. We all love gold stars.  My polling station should have my voter record and give me a gold star for consistent voting.  A bell should ring when a longtime voter checks in.  I should get a $25 Starbucks card for a perfect voting record in the last 24 years.
    • Voting should be fun. Let’s face it.  We all want to be entertained.  Why not have the local school bands perform at the polling stations?  We should have stand-up comics making fun of the candidates. Let’s have  magicians entertain the folks waiting in line.

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  • What We’ve Learned About the New Facebook Pages

    What We’ve Learned About the New Facebook Pages

    FacebookThe dust is finally settling on the Facebook pages for companies and organizations.  The new pages were supposed to go live March 11, but the transition seemed to take a few weeks.  Here’s what we’ve learned so far about the new Facebook pages:

    • Status updates (aka What’s on your mind?) are definitely posting to the organization’s Wall and showing up on fans’ streams. Fans can indicate if they like a post, they can comment, and they can share the update.
    • Only native Facebook applications are showing up on fan’s streams. In the past, we brought in photos and videos from Flickr and YouTube via RSS.  You can still do this today, but these updates do NOT show up in fan’s streams.  For example, if you want your fans to know that you posted a new photo album, you have to use the native Facebook application.
    • Sending an update to fans does NOT trigger an e-mail. Instead, these updates show up in fan’s Inboxes, in the Updates tab.  These updates also exist in View Updates in the left navigation of the company pages, but only if you click More.  It took us forever to figure this out and I’m convinced that nobody is reading our updates because they have no idea these updates exist.

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  • Creating a Content Strategy for your Web Site, Blog, Social Networks

    Creating a Content Strategy for your Web Site, Blog, Social Networks

    Pieces of the Marketing PizzleIn my last blog post, I referenced the content strategy that the marketing team at Matrix Group has developed to keep our Web site and social networking pages fresh and interesting.  Several folks asked for more details on our content strategy, so here you go.

    Our communication/conversation strategy has several elements:

    • Communication vehicles. We created an inventory of all the ways that we use to communicate with clients and prospects.  Our inventory includes: the Web site, e-mail newsletter list, blog, Twitter, Facebook, Flickr, and e-mail discussion lists.
    • Communication schedule. We have mapped out a schedule that delineates what we will post or send out every day, week, month, and quarter.  For example, we strive to tweet every day, update our Facebook page twice a week, and post new blog entries twice a week.
    • Content strategy. We believe that it’s important to NOT post the same stuff across all channels.  For example, on the Matrix Group Twitter account, we tweet about association/non-profit news, how companies and organizations are using the Web and social networking in interesting ways, cool sites, Web standards, site and application launches, job openings, Matrix Group events, and fun stuff going on around the office.  My personal Twitter account (@jmpineda) is different; I will post personal updates, sites I love, business news and trends, cool gadgets, blog posts and Matrix Group events.  You’ll notice that there is overlap in what we tweet when it comes to Matrix Group; otherwise, what we tweet between the two accounts is very different.  That’s intentional; we want our followers to have a different experience on each Twitter account.
    • Tone and voice. Our Creative Director, Alex, says tone and voice are very important, no matter what the vehicle, so we have guidelines for the writing across our sites and pages.  Our updates are always professional, not formal but not too casual either, friendly and warm.

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  • Getting Started with Facebook – Part 2 – The New Facebook Pages

    Getting Started with Facebook – Part 2 – The New Facebook Pages

    FacebookStarting today, March 11, fans of organizations with Facebook pages will interact with their favorite orgs, companies and brands the way they interact with their buddies.  On March 11, all Facebook pages will have status updates, walls, and links, just like personal pages.

    What does this mean? Well…

    • Fans will interact with organizations the same way they interact with their friends. Updates from the org/company pages will be added to fans’ home pages.  Fans can view and comment on status updates, they will get notified when other people join a conversations, and they can view photo, videos and links.
    • Organizations will be challenged to do more with their Facebook pages. The change to the new format is good and bad.  Good because companies can do more and have more engagement with their fans.  Bad because their Facebook pages will need more oversight and content.

    The Matrix Group Facebook page was previously fairly static.  We posted events and pulled in news, blog posts and photos via RSS.  We didn’t want to overuse the “Send an Update to Fans” button too much, so we used the page to have a presence.  But now, our Facebook page just got a whole lot more dynamic.  We uploaded photos with captions, we’re posting status updates, and soon we’re going to post videos.  Just think, when we updated the Matrix Group status to say “congratulates International Assoc of Chiefs of Police for winning Best In Class for Discover Policing from the IMA. http://www.discoverpolicing.org/,” all of our fans’ home pages or status update pages got that post.  Pretty cool and I hope someone will comment on the site or the award.  So now we’ll use Facebook to create more of a dialogue, promote projects, share information about technology we’re playing with, give candidates a sense of what it’s like to work for us. (more…)

  • Keeping Track of Company Mentions on the Web

    When I’m researching a product, I go to the Web. When I’m looking to hire a candidate, I go to the Web. All day long, I’m running searches in Google and other search engines. So it only stands to reason that customers, prospective customers and prospective staff are likely running Google searches on my company, Matrix Group. And when they do, what do they find?

    Some call it ORM – Online Reputation Management – or the art of managing how you and your company are perceived online.  ORM starts with tracking mentions of your company on the Web, anywhere on the Web, in every nook and cranny.  So how do you that?  There are tools and services, but I like:

    • Google Alerts.  Google lets you create e-mail alerts for keywords and phrases.  Every time Google indexes a new page with your keyword or phrase, you get an e-mail.
    • Of course, you should also be checking how your company shows up in the main Google search and the Google blog search.
    • Twitter search.  This is a real-time search of Twitter posts that Google doesn’t necessarily index and certainly not fast enough.  You can even create an RSS feed out of specific searches.

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  • Now You Can Attend Church Online!

    Now You Can Attend Church Online!

    Pastor giving a sermonI was trying to schedule a time for my new biz team to come to the office on Sunday to finish a proposal. We were trying to work around church services when Jeniece said, “don’t worry about me, I go online. My favorite church is in Atlanta.”  Online? She attends church online?

    It turns out that even churches have adopted new media, and in a big way (why am I surprised by this?). After doing a bunch of Google searches, I realized that not only have many churches created extensive Web sites, many now have sermons and readings online, and yes, many now stream services live. (more…)

  • What Customer Experiences Are Core To Your Business?

    What Customer Experiences Are Core To Your Business?

    Customer Service SurveyDuring the last couple of weeks, I made presentations to a couple of clients. The first client thinks we’re good but they’re not raving fans. The second client thinks Matrix Group is fantastic, we are a solid partner and we have contributed greatly to their success. I asked my Client Services Directors: why is there a difference in how these two clients perceive us, our work and our value to them?

    The ensuing discussion was an interesting one. We decided that all talk of what we actually do aside (Web design, integration, content management, hosting, yada, yada), what ultimately makes a client a raving fan is whether or not they have certain experiences with us. Regardless of how much money they spend or the type of work they ask us to do, there are core customer experiences that are critical to a client’s happiness.

    Over the past few weeks, I have been thinking non-stop about what constitutes an organization’s core customer experiences.  I analyzed my membership in the CEO organization Vistage.  Vistage offers members a number of services and benefits but the core experiences are: one on one coaching, world class speakers and issue processing with peers.  Ultimately, if I don’t feel satisfied that I am getting my money’s worth in all three areas, I’m probably not going to keep my membership.  In other words, no matter how good the Web site or the social events, if I am not supremely satisfied with my core experiences, I am going to bail.

    I’ve been huddling with my team and working to define our core customer experiences.  (We must assume that clients want a fair price for our work, excellent work, and on time results.)  So far, we’ve come up with: (more…)

  • What Business Are You In?

    What Business Are You In?

    blueskyAt a meeting of my Vistage CEO group, I sat through a captivating presentation by Max Carey, CEO of CRD, a marketing and sales consulting firm. He asked each of us to describe what our companies do, which we did. Then he asked us a question that shook me: What business do your clients and prospects think you are in?

    Max days that it doesn’t matter what business you think you’re in, what matters is what business your prospects and clients think you’re in.  So I got to thinking.  I say that the Matrix Group’s mission is to use the latest Web technologies to help our clients “be better.” When I pitch clients and prospects, I sell them a solution and an outcome.  I want clients to tell us their goals and then we’ll work collaboratively with them to figure out what mix of products and services will let them achieve those goals in the fastest and least expensive way.

    But what would my top 10 clients say if I asked them what Matrix Group does? I hope that on a good day, my best clients would say that we helped them:  reach more members, sell more products, run a better organization, educate more people about their issues, save time, save money, yada, yada.  But I bet a bunch would say that we are a Web design shop, some would say we’re a Web development firm, and still others probably see us a membership database company.  Is this is the brand identity that I want?  No, so what can I do about it? (more…)

  • El Cheapo Ways to Announce Your Web Site Launch

    El Cheapo Ways to Announce Your Web Site Launch

    Announce Your Web Site LaunchMatrix Group recently launched a new Web site for the International Association of Chiefs of Police.  Prior to the launch, Chuck and David, our esteemed clients, asked for some suggestions on ways to promote the new launch.  Here were some of my suggestions, including some easy and inexpensive tips:

    • Send out a special e-blast to your membership or customers. Be sure to highlight new features, new functionality, tips for navigation, links to popular pages, etc.
    • Include an article in your newsletter or magazine. Consider a series of articles in the next few issues of your publication.  In each issue, focus on something different about the new site, e.g., the navigation, how to use the site search, how to manage their profile, etc.
    • If you have a printed magazine or newsletter, put in a house ad that promotes the new site. Include a screen shot and list of new features and benefits.
    • Ask your staff to update their e-mail signatures with a message and URL, e.g.,Visit the redesigned Matrix Group Web site – https://matrixgroup-wp-new.matrixdev.net

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  • Girl Scouts, Please Make it Easy to Find Information About the Cookies!

    Girl Scouts, Please Make it Easy to Find Information About the Cookies!

    girlsellingcookiesIt’s that time of year again: Girl Scout cookie time! My niece is a Girl Scout and I of course want to support her by ordering lots of cookies and selling lots of cookies. I wanted to send an e-mail to friends and co-workers with some helpful links, but found the Girl Scouts and Girl Scout Cookie Web sites not at all helpful. Once again, I had to turn to Google to find information about the cookies!

    So here’s the deal.  I wanted to send an e-mail and include a link to a page describing the cookies — that’s it, just the cookies.  Here is what I found (or didn’t find):

    • The Girl Scouts site has a page on Girl Scout cookies.  The page makes a nice pitch for the program, but there wasn’t any information on the cookies!  I just wanted to know if there were any new cookies this year and make sure my favorites are still being made! At the bottom of the page is a link that simply says Cookies.  Turns out that this link goes to an FAQ page but the link doesn’t tell you that.  The FAQ page is full of helpful information, almost too much information, but still nothing about this year’s cookies!
    • The Girl Scout Cookie site, as far as I can tell, only lets you enter your contact information so that it can be passed to a council in your area.
    • God bless Google for leading me to Meet the Cookies, which describes the 2009 cookies — finally!  After visiting the Girl Scout Cookies site several times, I finally figure out that there is a link to Meet the Cookies in teeny text in the top left corner.  The page opens in a pop-up window so I can’t print the info; yeah, I can get around that, but a less Web-savvy person might not know how.
    • Tell a Friend on the Girl Scout Cookies site doesn’t let me add a personal message.

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