The new xxx domain names for adult content become available to the general public later this year. The domain names went into operation on April 15th of this year and the sunrise phase is already under way (it ends on October 28). During the sunrise phase only those with trademarks can purchase the domain names. So if you are a brand that wants to protect your name this is the time get on board and secure your domain name. Depending on your brand name it could be difficult to obtain the domain later on.

I recommend that every business at least purchase the domain name as a General Availability domain. This means you can own the domain and have no intention of hosting a site. The last thing you want to do is expose yourself to the possibility of having your domain be the hottest place on the Internet for illicit content.

The landrush phase is between November 8 and November 25, 2011.  After this domain names will become available to the general public starting December 6, 2011.

photo credit: chacrebleu

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Many brands are now well into the social media world. It’s no longer a new thing for them and for some social media is an integral part of their overall marketing strategy.  Brands in the restaurant industry seem to be of the latter category and are  making some great strides in leveraging social media to impact the bottom line.

According to the National Restaurant News the nations largest restaurant brands are using social media very effectively. Their social media strategy is to engage prospects on social media as means to driving traffic to their local restaurants. Traffic in this sense is foot traffic and for a restaurant that is critical. The article also discusses the 25 most social restaurant brands. This ranking of brands is provided by a company called Virtue. It uses social media mentions, check-in’s, photo-sharing and inclusion on blogs to determine the most prominent brands on social media.

The main takeaway from this article is not that brands are active on social media but that they are using it to drive foot traffic and subsequently have a direct impact on their bottom-line (ROI anyone). And here is how they are doing it:

“These guys are figuring out how to harness this platform and drive content and communications consistent with what their fans are looking for,” he said. “In that news feed on Facebook and Twitter, brands need to ask their followers questions, create poll questions and basically give them an opportunity to give the restaurant relevant feedback.”

Vitrue has worked with several restaurant brands like McDonald’s, Buffalo Wild Wings and Chick-fil-A to create plug-ins for their Facebook pages and offers that show up in followers’ news feeds through its Wall Apps and Social Relationship Management platforms.

Bradford said the next social-media move for major brands and their software providers is to increase the chains’ local-advertising capabilities with features meant to connect Facebook and Twitter followers to the nearest individual location of a restaurant brand.

Read more.

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Engagement is considered the secret sauce in social media. It’s almost as if you can’t say social media without saying engagement. This is for good reason.  When it comes to social media we don’t have successful social media campaigns – in the traditional sense – we have successful social media engagements. Why the distinction? Well because social media is about authentic conversation – and you can’t have good engagement without authentic conversation. So in order to be successful in social media you have to be engaging (interested, interesting, fascinated, fascinating, thoughtful, thinking – all different dimensions of engagement).

Engagement Matters in Life

Social media is not the only place where engagement matters. Any aspect of life where you want to be successful requires engagement. If you want to have a happy marriage for instance, you have to be effectively engaging with your spouse. There is nothing that gets my wife upset quicker than when I demonstrate a lack of engagement in conversations, with the kids and what have you.  Effective engagement with peers, mentors and adversaries  is the secret sauce for successful athletes, performers, politicians, business people etc.

Employee Engagement is Critical

Within this context then it is no surprise that effective employee engagement plays a critical role in making a company successful.  Yet many business owners, HR directors, office managers and bosses do not put enough emphasis into cultivating employee engagement as an integral part of their business plan.  Employee engagement can be a powerful ingredient that takes your company to the next level.

Don’t take it from me, Liz Tascio writes in Debunking the Myths of Employee Engagement (2007):

Businesses that create a culture of high employee engagement experience earning growth of 28%, while low-engagement environments decline at a rate of 11.2% on average.

So, how do you get your employees engaged? What changes can you make within your organization? Or do you even need to make organizations changes but instead focus on internal changes within employees? These are all legitimate questions that every company executive should seek answers to in this new year if they wish to take their business to the next level.

Secrets of Employee Engagement

Dr. Dennis Deaton, leading personal effectiveness coach and co-founder/CEO of Quma Learning Systems Inc., is offering answers to these questions in an up coming FREE webinar (January 11 at noon). In this webinar he will expose the central issue of employee engagement: the voluntary part from the employee. Basically the elephant in the room that we talk around, often acting like it is not there. Good stuff for everyone to benefit from. Check it out!

Free Webinar

Employee Engagement: The elephant in the room” – Jan. 11, 12 p.m. MST

Learn what a “limbic vision” is. Learn what a “higher purpose” does for engagement. Learn how to create a clear “line of sight” to the company vision. Register here.

photo credit: homesbythomas

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Looking back at the year 2010 I see that this blog started off with great intentions but the pace slowed as the year went on. This is partly because a lot happened this year, and I wish I had devoted more time to sharing my thoughts on the major developments as they occurred. Nevertheless, I wanted to share my thoughts on some of the major developments in the world of Internet marketing (from social media and search marketing to branding and technology).

Here are the top five developments, events, news items (whatever you want to call them) that caught my attention this year.

Google Instant Search solves a non-problem

Sure it sounds like a great idea, but its a non-innovative innovation in my opinion. Plus Yahoo already had this back in 2006 and didn’t think much of it. My main problem with instant search is it improve to the search experience. The main issue with search has always been relevancy not speed. Getting irrelevant search results fast isn’t better than getting high relevancy search results a little slower (0.1s slower). Serving highly relevant search results is what made Google, not speed of search. It seems like Google is forgetting this as the years go by and very few of their recent innovation is focused on improving the search experience.

Online ad spending exceeds newspaper ad spending

This just happened in December so it’s fresh news and very significant. While it is not new news, it does confirm what everyone has been saying over the past few years. On the flip side this shift in advertising dollars means the advertising industry will be under greater pressure to deliver a directly measurable ROI. Marketing agencies will need to improve their tracking and reporting mechanisms to build confidence with clients. Furthermore, a premium will be on data analysis to continuously optimize and increase performance. In many ways marketers will need to start moving towards a mindset that CFO’s can appreciate.

Groupon puts social commerce on the map

The recent failed Google move to acquire Groupon signals the rise of social commerce and the role it will play in the coming years. However, I’m not sold on the Groupon business model because too many retailers who have used its service have indicated that they will not be using it again. This is a big problem in my estimation and indicates that once the novelty of the idea fades it will become more difficult to sustain. Groupon should have taken the Google offer, because in a year their valuation will be significantly lower.

Facebook becomes ubiquitous

It’s hard to ignore a company that is becoming increasingly ubiquitous to the web experience. From sharing data with third party sites like TripAdvisor to churning out new features, the company is always in the news. While I think marketers are spot on to try to engage customers on this social networking site, I question outsourcing company web functions to Facebook. Its akin to moving from a house you own to a rented apartment. Using precious marketing dollars to advertise your Facebook page is counter productive and very short term thinking. Marketers need to think more long term and need to figure out a way to develop their brands through social networks but still retain domain equity in the process.

The iPad paves the way for the tablet

I’m not a Mac guy and I don’t have a puppy love crush on everything Apple does. Having said that I tried a Mac laptop earlier this year and it only confirmed my thinking. I know Apple is an innovative company and it bring lots of great products, but for some reason their market share seems to tap out and the mass market always seems to move towards a better performing, lower cost alternative (see the rise of Android). I think the iPad is significant because it has now positioned the tablet as a viable product alternative to laptops. However, in a few years Android based tablets will surpass the iPad in adoption and use and relegate the iPad to secondary status.

So, there you have it. My thoughts on what I perceive as the major events of 2010. It has been a tremendous year but I’m looking forward to 2011 and all that it will bring!

Finally, I’d like to wish all my readers a very Merry Christmas. I hope you have a great celebration this season and are greatly blessed and enriched with family and friends.

Thanks for reading.

Top Photo: Slideshow Judge on Flickr
Side photo: Dan Taylor on Flickr

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With the way technology is changing there is quite a robust debate on whether it is better to have a mobile application or a mobile website. I know there is no hard and fast answer – and many situations both may make sense.  There is certainly a balance given the cost of  developing applications across multiple platforms and the loss in functionality on a mobile website. Here are some very interesting perspectives from technology experts that can help clarify the confusion – or add to it!!

Time Inc., Hachette execs go head-to-head on mobile Web versus app debate

NEW YORK – While Time Inc. and Hachette Filipacchi Media both have mobile Web sites and applications, executives from each company took different stances on the debate at Netbiscuits Partner Day 2010.

One the one hand, client applications are red-hot right now and can offer a richer device-specific experience than a mobile site. However, the mobile Web offers greater reach than downloadable applications—a mobile-optimized site can overcome the fragmentation of the various App Stores and mobile operating systems.

“The mobile browser is the killer app—mobile Web sites will come up in search results, as opposed to downloadable apps, where discoverability is an issue,” said John Paris, director of mobile products at Time Inc., New York.

Read full article.

Does HTML5 make mobile app downfall inevitable?

An Adobe Mobile Study found that consumers prefer the mobile Web over smartphone applications, which has huge implications for mobile advertisers, retailers and content providers.

Within the consumer products, shopping, media and entertainment categories, 66 percent of respondents cited that they prefer the mobile Web for accessing content compared to 34 percent who cited a preference for downloadable applications.

“I am not a great proponent of apps as a commerce destination to drive reach and frequency with your shoppers,” said Gary Schwartz, president of Impact Mobile, New York. “There is tons of value for the shopper in certain apps but they do not necessarily drive your retail sales goals.

Read full article.

The end of the app

Coming years

Now, with my thoughts on applications, I believe that in the coming years mobile developers will not be out of work. But I doubt that most of the mobile developments will be in application. The only reason we use applications is because the mobile browsing experience is not very user-friendly at the moment. The fact that we need to download, install and click on an application for every little thing is pretty awkward.

HTML5 is great for usability and easiness of use, both for the developer and the user. However, it is not a set standard yet. That HTML5 will end the immense amount of application developments is pretty sure. On the development side there is a huge advantage with HTML5.

No need to develop your application for all existing and new platforms, such as Bada, Android, Symbian, Maemo, BlackBerry,iPhone and Windows Mobile – it just works.

I think it is fair to predict that improvements to mobile Web browsers such as HTML5 and Flash will render the vast majority of applications obsolete. I give it another three to four years max.

Read the full article.

Adobe CTO Kevin Lynch Defends Flash, Warns HTML5 Will Throw The Web “Back To The Dark Ages Of Video”

Adobe’s Flash technology has been taking a beating lately. Apple still won’t support it on its upcoming iPad or its iPhone. Steve Jobs calls it buggy and crash-prone and dismisses Adobe as being lazy. Adobe is trying to fight the negative vibes emanating from Cupertino and elsewhere. It has already pointed out that it will be easy to convert Flash apps into iPad apps, and now CTO Kevin Lynch is weighing in to defend Flash.

Read the full article.

So, where do you stand? Would you recommend a mobile application or a mobile website? Or both? I don’t think neither is an option anymore.

photo credit: Benjamin Humphrey

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The travel industry is zooming ahead in social media adoption. According to this article on USA Today, intense competition within hospitality and travel is driving this accelerated adoption of social media tools. This same article provides a list of notable social media integration:

Social media are being incorporated at a rapid rate into every part of a journey, from making the reservation to finding out where to eat. For instance:

•As of August, Delta passengers can buy tickets on Delta’s Facebook page.

•Southwest has three staffers dedicated to monitoring and responding to queries made through social-media channels.

•Marriott is launching its Marriott Courtyard Facebook page Tuesday to issue messages about the chain and related information that might interest customers.

•Hyatt Hotels launched a Twitter account last year to serve as a virtual concierge. Staffers, based in Omaha, Australia and Mumbai, are instructed to respond to requests and questions within an hour, and are fielding queries ranging from where to find good sushi to alerts that a guest will be checking in late. The account has 12,000 followers. Hilton has a similar Twitter account.

Compared with other industries, the travel and hospitality sector is ahead of the curve in engaging social media, says Carl Howe, a director with the Yankee Group, a telecommunication market research firm.

It’s “mainly because there is so much concern about consumer perception,” he says. “There are a lot more choices for hotels than there are for cable providers, and the same is true for airlines.”

One thing the article doesn’t point out are the social media disasters that have hurt the travel and hospitality industry over the past few years. From “United Breaks Guitars” YouTube video to the story of  Kevin Smith – who was deemed too fat to fly by Southwest – so he took his case up on Twitter. It’s good that the industry has taken note and is taking a proactive approach.

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Online reviews are the rage and while not every company may be soliciting them, customers on the other hand seem eager to post them online within any forum they find comfortable. Open ended and non-solicited customer reviews can be a very positive element for a company’s marketing.  This is because they’re genuine and consequently the most persuasive as well. Due to the pervasive nature of reviews and range of sites across the Internet companies oftentimes do not even know what is being said about them – let alone address the negative comments.

Oftentimes the topic of reputation management is not discussed as part of the marketing strategy. However, with information dissemination facilitated by the Internet and the explosion of social media, online reputation management should be one of the items to consider as part of you an overall marketing strategy. One negative comment that resonates with your customer base could undo years and years of careful brand management and messaging. Online reputation management in one aspect of social media that can have an immediate ROI for your company. So, your reputation on the web needs your complete and full attention.

Getting Started with Online Reputation Management

When considering online reputation management it is very important to have a strategic  framework for not only monitoring what is being said on the Internet about your company, but also to devise a mechanism for responding to negative comments and positive ones. The full scope of work should include the following:

1. Set up alerts with the major search engines and follow through to the links as the alerts are delivered.
2. Monitor social media sites, review sites, and online forums. It may be necessary for you to create accounts to do this.
3. Develop a company wide mechanism for responding to negative comments within 24-48 hours.
4. Respond appropriately to positive comments. You do not need to respond to every one of these but at least a few. It will make you look genuine.

Online Reputation Management Software Tools

The suggestions above are meant to be an initial start. In order to be proactive and totally alert you may need to deploy specialized online reputation management software programs. I would recommend any specialized software that is specific to your industry. This will make the process of staying on top of the conversation easier.

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An online community is an interactive group of members joined together by a common interest.  An online community can be one of the most powerful tools a marketer can deploy for retention, word of mouth marketing, and market insight. To host a successful community it is important to focus on objectives, chart a road map, assemble the right team, and plan to be flexible. Then launch the community with the backing of your most enthusiastic customers and stay engaged as the community grows. Above all, all successful communities are aware that control is in the hands of the members, so it is vital to put their needs first, build trust, and become an active part of the community. The host needs to learn to be a host and not a policeman.

Over the past decade many companies have launched online communities. There is good reason for this. Online community members visited Web sites nine times as often, stayed five times as long, and represented 65% of sales, according to a recent McKinsey & Company survey. A 2006 survey of midsize and large companies suggested that 89% of them had adopted at least one of six community-building tools, such as blogs, wikis, social networking, or content-tagging. There is therefore a great movement among companies to adopt a form of online community best suited to reach their business goals.

Benefits of an Online Community

When starting an online community it should be open to everyone interested in participating in the forum. While there will be certain restrictions imposed on the community in terms of topics and language, these will be performed with community goals in mind. In my opinion there is nothing wrong with establishing an online community  primarily as a marketing platform for your company.

There are many benefits to establishing an online community. Here are a few:

• Facilitate conversation among customers, prospects and other stakeholders
• Marketing platform for products/services
• Social media presence
• Brand building tool
• Create a self supporting user base for customers
• Gain insights into target market

Online Community Management

After setting up an online community there are a few things you need to be aware of in order to have a successful and vibrant community. Once members have signed on and agreed to the terms of participation, managing the conversations and fostering an environment of trust will be critical. To ensure the experience is beneficial for all  parties provide the following as part of the community management process:

1. A clear and concise purpose statement for the community which is visible to all members at all times.
2. Communicate the goals for the community to its members on a regular basis.
3. Develop and enforce community rules for engagement in order to maintain a fair, safe, neutral and professional environment for participants.
4. Pre-post content on the forum within 15-20 relevant categories. This ensures the forum is not deserted with the first members arrive.
5. Ensure all participants feel welcome when they join the community.  For example send an introductory gift card once a member comes online and creates a discussion thread for the first time.
6. Create a climate of trust and open communication.
7. Devise a membership reward system to encourage participation and discussion.
8. Create a regular fun activity to enjoy the lighter side of online community engagement.
9. Monitor popular topics on a regular basis in order to gain insights.
10. Monitor subjects that raise the most passion in the online community.
11. Identify the most influential members of the community and seek their assistance in community development.
12. Directly communicate with members as needed.

photo credit: Leah Gregg

photo credit: woodleywonderworks

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I just received an advance copy of Charlene Li’s new book “Open Leadership, How Social Technology Can Transform the Way You Lead”.

I am eager to get started reading this new book and will be posting a review. If its half as good as  her previous book “Groundswell”, I know it’ll be awesome.

Over the past few weeks I’ve had an opportunity to speak with many marketing minds. One thing that became increasingly obvious to me during these conversations is that there is a social media divide. For as much as the social media community advocates and believes in the power of social media (I happen to be one of them), there is a world out there that yawns. They yawn not because they don’t believe in its power and potential, but because they have yet to see the hype realized. In many ways they’re asking for a bottom line view of this whole craze. As Rod Tidwell (Cuba Gooding Jr. character in the movie Jerry Maguire) put it so eloquently “show me the money”.

Here is a reminder:

Personally, I am starting to wonder if I believe my own hype!

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