Wednesday, 2 January 2013
The purpose of advertising has always been to emphasise what today we call “presence”.
To shout loud, so people know who, what & where we are, and what product or service we offer.
Shouting louder than our competitors was also another objective.
In today’s very social world, advertising has become tacky & “so last decade” - now we must offer nuggets of useful information, to emphasise not only our knowledge & experience, but also our passion, personality & approachability, hence the need for a managed presence across all appropriate social networks - our “presence” is far more than just a website.
We must facilitate easy access to our support teams, and to as much information about our products and services as possible, as well as enabling that access through any channel our existing, or potential, customer may choose - it is a buyer’s world now NOT a seller’s!
What we need to engage in is “Communicadvertising” - demonstrating our presence, regularly and continually, WITHOUT the “advertising” of the past, but, ultimately, achieving the same end result - commerce.
In the same way as we can now record TV programmes, and fast forward through the adverts, our minds are becoming attuned to constant online “advertising” and blocking it out, ignoring it or rejecting it.
Attracting people’s attention in the mobile, laptop & tablet age, requires a different, far more human, approach - be knowledgeable, communicate that knowledge, include a call to action such as “find out more here” with link to your site, and never stop informing & making it, subtly, easy to buy or contact you.
Show who your Team are - pictures, mobiles & email addresses as a bare minimum - let them blog & tweet on your behalf, as part of your overall strategy, but most of all, make it easy to connect.
Collect email addresses - you still need a list - but DO NOT blast those connections with relentless adverts - give them something useful, as a reason to remember you & come back to you. Don’t stop giving - make it part of the Value of You - if you have bricks & mortar premises, reward “check-ins” - they are free, AND they “communicadvertise” you to your customers’ friends & followers!
Howard J Moorey
Social Media As A Tool And As A Service
Friday, 18 May 2012
In-town parking charges have been a subject of much discussion for many a long year. They have hit the headlines again in recent months as Mary Portas highlighted them as one of the serious deterrents for potential visitors to local High Streets up and down the UK.
None more so than in my local town of Stroud in Gloucestershire, where local market traders have reported noticeably less sales this year than last.
Here’s an explanation of that deterrent in plain language, so even Stroud District Council can understand how local people are affected by the economic conditions in 2012.
I have been running local “Jelly” co-working events in Gloucester, Cheltenham, and Stroud for the benefit of local small business people for most of the last 3 years. All at my own expense, of time and effort (if nothing else, but often including parking fees), with no expected, or offered, recompense whatsoever. No problem, have been happy to do it.
These various events, often held at local commercial venues such as Pubs and Cafes bring people into the local business, some of whom had not visited the venue before. These folks (including me) then often spend their own hard-earned cash on coffee and/or beer and/or food.
Today, having parked in a local car park for the usual 4 hours (for £1.80 - how does that compare with yours?), I was delayed, and overstayed by 25 minutes. 6 minutes before I returned to my car I was awarded a parking fine of £50 if paid within 28 days, or 50% discount if paid within 14 days, from the nice man at Stroud District Council.
Since the parking, and the food and drink come out of my “discretionary spend”, I will now be cancelling my attendance at the venue, where I spend an average of at least £10-15 per week, for 3 weeks in order to recoup the fine, PLUS boycotting my Saturday visits to Stroud for at least the same period, so more of that discretionary spend will also be missing from the local economy - I have a number of other local towns I can visit instead if I prefer.
That’s my example. I’d like to bet there are others. Please let me know your stories.
Mr or Mrs Stroud District Council, we are not rich nowadays, so where do you expect the money to come from? Yes, that’s right, the local economy! You treat us like that, we vote with our feet.
Thanks for reading!
Tuesday, 29 March 2011
APPLE SET TO BREAK AWAY FROM
GOOGLE ON MAPPING.....
Commercial chasms will exist, because Nokia has it’s own mapping & now Apple is heading that way too, but does that make it right, or in the common good? Probably not.
We do not need a repeat of the Flash Player debacle, where many websites using Flash have a problem catering for access from mobiles. That is the prospect, even though Google & Facebook are becoming the dominant reasons for users accessing the mobile internet: Econsultancy.
If I choose to use an iPhone, I want & expect full unrestricted access to the growing Google platform, because it is likely to outrun Microsoft & Office in due time. I do NOT want to be forced to run an Android handset as well just to get “proper access”!
What do YOU use? Google, Bing or someone else’s Maps?
Will it hamper businesses adoption of online marketing if there is too much choice, or if access is less than perfectly simple?
Sunday, 26 September 2010
One more example of the nation's 4Million unconnected population losing out when they can least afford it, as BBC News revealed a new Which? report today.
Fight back with our new #ElderJelly Programme - who do you know that's not online yet? Whilst this is often the older generation, digital exclusion can be the result of poor rural broadband availability or simply lack of resource.
Hojomo Group's "CotswoldJelly" coworking meet-ups in Gloucestershire have greeted this challenge head-on by building on the message from last week's "iTea & Biscuits" Week run by Age UK and starting "own pace" ICT support at a local Community Cafe every Wednesday.
The forerunner of a soon-to-be-announced Digital Mentoring programme for the county, ElderJelly aims to provide local one-to-one assistance to help anyone who has not yet had the opportunity to get online, and benefit from the savings that often result.
Based in Stroud - a Transition Town - in the Cotswolds, Hojomo is seeking to extend the concept, first throughout rural Gloucestershire & then across the South West
"We don't think asking the banks to put terminals in their branches is a viable solution - that still requires access to transport & understanding of computers in the first place, both of these represent a major challenge for any of the 4Million who live in rural areas" said Howard Moorey, founder of Hojomo Group.
"We are working towards reducing rural isolation and social exclusion by providing localised access for anyone who wants to learn about computers and how they can save you money."
Hojomo Group's interest in internet marketing led to identifying the plight of small businesses in rural communities where growth & expansion are often hampered by poor broadband provision. This in itself means families & individuals who are not yet connected have been unable to make that leap in acquiring the basic skills that are so essential to finding work in today's strained economic environment.
Wednesday, 4 August 2010
“Because online geosocial networking sites target locally familiar content, participation tends inherently to encourage face to face interaction of users in or around local places.” (http://en.wikipedia.org/wiki/Geosocial_networking )
The fusing of Social Media and Location-based information is destined to become one of the most significant developments in commercial communications technology of the 21st Century.
Early adopters in North America have developed applications such as Foursquare, Brightkite & Gowalla to revolve around the need, on a personal level, to keep in passive touch with friends whilst keeping open the option of an impromptu meet up. Each of these has a certain fun element built in – becoming a “Mayor”, collecting badges, posting geotagged photos.
GPS has been widely available for many years & has more recently migrated to mobile phones. The social swell is already beginning, with the likes of Facebook, Google & Twitter beginning to optimise their services for location & geo-tagging.
All these & more offer considerable commercial marketing opportunities in the immediate future. The only barrier at this moment is low take-up, which, as awareness grows, is destined to turn into a new tide, and a wave not to be missed.
Sunday, 20 June 2010
Sunday, 2 May 2010
May 2nd, 2010
Howard Moorey advises businesses, organisations, and individuals on how to use social media and social networks to build relationships and deliver value.
Home is where the heart is: Gloucester & the Cotswold Hills, UK