Organisations can use e-communications to build virtual communities; strengthen relationships by providing something of value to recipients, and help engender loyalty.

But according to figures from mail2grow.com, Australian businesses are not using e-communications effectively:

• 52% Do not have a comprehensive database
• 97% Do not have an email marketing strategy
• 87% Do not have a newsletter
• 87% Never or infrequently send quality emails

Simply distributing e-newsletters with little but a list of products for sale has limited appeal.  For example, all an e-newsletter from an entertainment ticket seller offered was a too-long list of  shows, but including entertaining reviews, story summaries or background information, not to mention special offers, would be more valuable to recipients so they would be more likely to book tickets.

What is needed are:

1. Good graphics/images and an attractive design

But remember, many recipients turn off their email image viewer, so if you rely totally on imagery, your e-communication may be doomed. B&A works with Avernis to design effective and easy to use e-communication that can manage data bases and run directly from a web site.

2. Content valued by the particular audience

Practical tips and hints or recipes or interesting background information are useful – not just what is being pushed by the organisation.

3. Relevant special offers

These can be an inexpensive way to build loyalty with customers, as well as sell more products. (Current systems can recognise what customers have bought previously, to help target offers.)

4. Well written copy that grabs attention, inspiring the audience to click through to the full story on the web site.  

5. A reason to sign up

A chance to win a prize is one of the best reasons for people to sign on to your e-newsletter.  

B&A would be happy to discuss how you can improve your e-communications. Contact us today at This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Is viral effective?

A US blender manufacturer believes their viral video – which was viewed over six million times on YouTube in the first week – was certainly successful. Blendtec claims it also resulted in increased awareness and a five-fold sales lift. Using a simple, irreverent, idea that focussed on the sturdiness of their products, they had their CEO don a white lab coat and safety glasses, then blend all sorts of objects to see if the machine would survive the ‘destructive testing’.

They started by establishing the web site willitblend.com and loading the inexpensively made in-house video, then asked their staff to view and comment. Then they mailed it to customers and asked the sales force and employees to share it. Ultimately they loaded it to YouTube as well as listing it on a bookmarking site where visitors rank the content. Over the next few months as the hype grew, the US Today show invited the CEO to demonstrate live.

Blendtec has since produced a number of will it blend videos along similar lines and the company claims 250 million people have now seen the videos - although it would be interesting to know how many of them would actually buy blenders.

One Australian fashion retailer however earned the ire of the media here by misrepresenting a marketing ploy as a genuine personal story in a viral campaign.

When “Heidi’ fronted a YouTube video claiming a man had left his jacket at a coffee shop and she wanted to find him, the item garnered wide media coverage. The actress and the ad agency lied about what was in fact an ad for the retailer’s new men’s line. According to the retailer and agency, the hoax worked. But is dishonesty the way you want to promote your brand?

The most successful viral campaigns combine carefully targeted messages that capture the imagination of their audience using their preferred media.

They usually combine humour or at least some ‘cute’ or entertaining element as well as something of value to those who look at it.

If your audience is young and users Twitter, YouTube and MySpace, but you don’t, you may be missing out. But if your research shows these are a complete mystery to your audience, why jump on the social media bandwagon? 

Tweet Tweet

Although many Australian (and overseas) organisations are banning social media (like Facebook, MySpace, YouTube and tweets) in workplaces, at least one study found they may have a role in improving workplace communication.

Survey findings by Aon Consulting and Insidedge, Social Media and Employee Communications, illustrate how employees of various public and private employers use social media at home and at work. It seems these tools are regarded as easier, faster and more convenient than conventional options.

The study reported social media can help engage the workforce with business applications:

• Instant messaging and text messaging for peer-to-peer and team member communications, including chat rooms for discussion groups.
• Instant messaging, net meetings, podcasts, and virtual training to support remote employees.
• Blogs for leadership to connect directly with employees and to collect employee feedback.
• Gaming technology and podcasts for employee orientation, education, and training.
• Internal social networks for employee interaction.
• Wikis to help work teams to manage projects remotely and support global staffing and remote workers.

Perhaps now is the time to re-examine employee communication tools in your workplace? B&A would be happy to discuss your needs – contact us today at This e-mail address is being protected from spambots. You need JavaScript enabled to view it  or call 02-97891263.

What are they?

Twitter

Twitter is communication between individuals using ‘tweets’, a message no longer than 140 characters answering the question, ‘what are you doing?’. Also known as microblogging.

Tweets appear on a web site or can also be sent via mobile phones to ‘friends’ who have signed in to receive them. Since the website was launched in 2006, Twitter claims it is ranked as the third largest social networking site, with 6 million users and over 55 million visitors to the site every month. But unless you are a mega star with hoards of besotted fans, content of real interest to your target audience is critical.

Wikis

Wikis are software servers that allow users to create and edit freely web page content using any web browser. Wikipedia – the online ‘encyclopaedia’ - is perhaps the best known website using this technology.

YouTube & MySpace & Facebook

Social networking sites where individuals post information about themselves including images and videos plus ‘connect’ with ‘friends’ who sign onto the sites as well. Some pages are restricted to ‘friends’ while others are open. Even Queen Elizabeth has a Facebook page and videos on YouTube - but remember that social media can be hijacked by other users, so care is necessary.