Brands and Social Media & Legal Departments

I talk to a lot of people every day. I mean a lot from a variety of fields and areas. What I'm seeing a very interesting shift. Not only is there a desire from individuals within large corporations, brands and businesses to use social media in some way shape or form, but increasingly there's an interest in going beyond just Social Business Networking.

Business areas like health care need to be especially sensitive, I've heard similar tales from others businesses. And yet there seem to be some examples of big brands that get out there and participate in social networks despite the risks. Dell for one, has been doing it for years, through blogs, creation of communities and by jumping into a number of networks. Zappos has taken to extending its customer experience across social channels such as Twitter. Whole Foods has a useful presence on Facebook, where one of its representatives is active in the discussion boards, not only alerting members to promotions but also encouraging them to share recipes. Is the legal department asleep at the wheel of these companies?

There is a growing number of case studies of brands that go beyond putting just their ads on social networks. It's becoming clear that brands that figure out how to engage customers meaningfully through the use of social media can reap big time rewards, but there is some risk. To help understand that risk you need to truly understand how different social media is compared to say, interactive marketing.

For starters, it's social, which means its people-to-people, not technology-to-people. Secondly, you can't walk away that easily from social initiatives the way you can walk away from that microsite and banner campaign you just launched. And lastly you have to understand that social media as the killer feature that is designed to make your legal department cringe and stand on its ear. It's called feedback. Even putting a simple video on YouTube means that you are opening yourself up to the opinions of anyone and everyone who has something to say. So what's a business, brand or large organization to do?

Start Small
As marketers, we're trained to make a big splash. Participation in social networks often requires the opposite. Start small and test things out. Take calculated risks and plan for multiple scenarios. If your ultimate desire is to be active across multiple networks, start with one and figure out the nuances there. In other words, do what you can to manage the risk.

Find An Internal Sponsor
Whether you've coordinated with legal or plan to after the fact, it's important to find someone high up in the organization that's willing to support and go to bat for your initiative. Do not to do something in a total vacuum.

Develop Participation Guidelines
The first question any organization has to ask itself is whether it's going to participate in the conversations. If you answer no, then you are most likely interested in simply getting your content out there. If it's yes, then hold on to your hats because you'll get positive, negative and neutral feedback on anything you put out there. Prior to launching your initiative, have these guidelines in place and be ready to change them on a dime because that's how quickly a plan can turn into an act of improvisation.

Don't Give Up
The explosion of participation in all forms of social media is actually not a trend or a fad; it's a significant shift in how we human beings interact on and with the web. Should I say it again? This is not a trend or a fad, but a significant shift! If legal seems a bit paranoid, don’t blame them and don't give up since it's worth finding out about one way or another. And the only way you'll know for sure is if you try.

It's important to remember that successful case studies of interaction are slowly emerging. These often look less like advertising and more like a mish-mash of customer service, communications, content delivery, etc. The legal department in your organization is there to help protect your company from liability, while you are there to serve your customers. While there's no right answer here, it's important to remember that you're both working to protect your company. And if meaningful participation in social networks provides a way to better serve customers, isn’t its worth trying against a balance of possible litigation.

Larson note: There is an up side and a down side to everything in this age of the lawyer so also the loss of freedom of expression. This is the sad part about working in the world of Social Media. What can you say and what can’t you say? There is a way to work this channel, and as we work and develop the tools and knowledge of exactly what we have in our hands we will begin to see the true power of SM

Howard Larson
Larson & Associates
Telesales & Target Marketing Professionals for new account acquisition
Making good businesses great and great businesses even better
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US Postal Service Revenue vs. Volume

US Postal Service Revenue
First Class Mail. . . 37.6B
Direct Mail . . . . . . 20.8B
Priority Mail . . . . 5.2B
Package Services . 2.3B
All Other . . . . . . . 9.2B

US Postal Service Mail Volume
First Class . . . . . . 95.9B
Direct Mail . . . . 103.5B
All Other . . . . . 12.8B

*Newsweek

Larson note: We are blessed with a for the most part very efficient and inexpensive postal service. If direct mail was taken out of the mail mix would we have the same service that we now enjoy as a general public? I must say, regardless of the trees (which is a renewable recourse by the way [unlike oil] ) all the junk mail that I receive both home as well as office is paying for itself and allowing the postal service the monies needed to innovate and automate itself. The postal service does not loose money like other parts or government agencies.

Heck we don’t even have to lick a stamp now they come with a self-adhesive back now.

Howard Larson
Larson & Associates
Telesales & Target Marketing Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
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Using Twitter for PR

As I lean back in my chair I have to wonder as to why more companies are not using the power of twitter to at least monitor there reputations in real time . I mean where else can you get right down at the customers level and hear what they are saying. The immediacy of the format gives both PR directors, customer service as well as sales people an opportuniy to respond to low level crises before they escalate out of control. It also gives these same people unique insights to up and coming opportunities.

You can also use twitter to strengthen relationships with the media. Reporters are on the look out for stories, and tweeting about upcoming projects in hopes of finding an inside scoop. With any luck you can make it be you to tell your own story. If marketing executives monitor reporters interests they can strategically position their products or even their organizations in ways to become part of the conversation. When you are in the inside hearing how things are unfolding you can be at the panicle of future events.

Larson note: Twitter is still a tool in the very infancy of its maturation. I am amazed at the ways that it can be used, and the ways it should not be used. Yet wonder, how many people can you be following? It can if not careful clog up your ability to function, yet the up side is too great to ignore.

Howard Larson
Larson & Associates
Telesales & Target Marketing Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
http://componga.com/larson.html
http://member.merchantcircle.com/larsonassociates
http://teamcircle.ning.com/profile/HowardLarson

https://twitter.com/LarsonAssociate

List Procurement Price Drop

For the first time in more that 20 years the prices have declined across the board for list procurement.

There is no doubt that the direct marketing industry on the whole is taking a big time hit as the economy goes sour. Yet we can all be sure that once we are though this mess the over all industry will rebound just fine. Until then, we are seeing some price dropping for buying lists not seen in over 20 years.

Permission based email business to business, the highest priced category too the biggest hit with a decrease of $12/M from lat year. Business to consumer lists were a close second dropping $11/M form a year earlier. This (BtoC) reflects the largest % rate drop of nearly 7%.

The smallest price decrease occurred with the attendees of consumer book buyers and public sector. That drop was only slightly more that half a percent. Public sector and newsletters are the next highest price categories with an average price of $174/M and $165/M. for newsletters this represents a $10/M drop.

The one spot that has not dropped here in the USA is the international lists because more US marketers are using them.

When asked about the general economic health lf the list industry, Statlists VP Kayle Plotkin was heard to say that with companies scaling back on their marketing efforts and tightening their budgets, it has become more difficult to negotiate list rental orders.

Mailers are being more careful about what they are mailing and even how much they are mailing.

Database and information services was one of the most active sectors over the last 3 quarters with a 64% increase in the total number of deals of 2007 levels yet nominal transaction values decline. Value for marketing and interactive services was off 60% over 2007 totals. That is totally amazing.

Larson note: If you can afford it buy a list today and negiotiate on the price. I can almost assure you that by next June you will not have this kind of leverage.

Howard Larson
Larson & Associates
Telesales & Target Marketing Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
http://componga.com/larson.html
http://member.merchantcircle.com/larsonassociates
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The Week Ahead for October 20 – October 24

Monday: September Leading Economic Indicators
Tuesday:
Wednesday: Weekly Crude Oil Inventories
Thursday: Weekly Initial Jobless Claims
Friday: September Existing-Home Sales

Larson note: It will be a week of same-old/same-old as we look back as September. On the bright side look for plenty of Crude Oil in inventory If I was to stick my neck out, I think that there will be some nice economic developments as we go through the rest of October and November, that is unless we get all jittery over the upcoming Christmas Holiday Sales period for retail.

Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
http://componga.com/larson.html
http://member.merchantcircle.com/larsonassociates
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https://twitter.com/LarsonAssociate

P.S. For those looking for more in your telesales efforts, ask about our new inbound telesales service

Stop Laws of Marketing

I never though back 30 some years ago that I would have to be watching my back side in this creasy business. Life was good, Life was easy, lest complemented, people had time for the simple pleasures of life. Enter the computer age, all of a suden people are being hit on all sides with sophisticated direct targeted marketing attacks.

So what are the laws on the books and other issues being considered?

Can Spam Act: (Controlling the assault of non-solicited pornography and marketing act, www.ftc.gov/spam/) The offence: False of misleading subject titles and headliners, no opt-out function, failure for self-identity as an advertisement or to provide a valid postal address, The penalty is fines of up to $11,000 per violation, entered on internet blacklists and blocked from all inboxes, filtered directly into spam folders.

National Do Not Call Registry (www.donotcall.gov/ ) The offence: Unsolicited or fraudulent telemarketing. The penalty: Civil penalties of up to $11,000 per offence. Currently over 157 million phone numbers are on the National Do Not Call Registry

Do Not Mail Registry The offense: Unwanted solicitations through direct mail. The update: Several stats have submitted bills this year in favor of creating Do Not Mail registries, making it illegal to send junk mail. The movement began with proposals in 2007; since then some bills have already been reflected or dropped.

Do Not Track The Offense; Tracking and targeting consumers based on online activity. The update: In April the consumer Federation of America and the Consumers Union petitioned the Federal Trade Commission (FTC) to create a Do Not Track list of consumers. If approved this would require explicit consumer consent preventing the tracking of consumers under 18 and ban the tracking of health and other sensitive information.

Mapping the Mobile Marketplace The Offence: Unwanted solicitation through mobile devices. The FTC met in early May to discuss consumer’s protection in the face of expanding mobile commerce. Topics include fraud, privacy, targeting of children and adolescents and consumer control.

Larson note: There you have it boys and girls, what we got and what the saviors or the world are trying to do to us. Learn to work with in the bounds of the law and you will be fine and at the same time get your message out. It will be harder for small businesses to market. The possibilities of accessibility and access to a level marketing field will hard to work on because they will be gone, disappeared and evaporated as these laws are put into place. It cost money to stay legal but it is still possible. Of all of the above the worst is the Do Not Mail bills floating in and around the country. The good news is that if you are a very small mailer and send out first class mail most to the bills will not affect you at all

Howard Larson
Larson & Associates
Telesales & Target Marketing Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
http://componga.com/larson.html
http://member.merchantcircle.com/larsonassociates
http://teamcircle.ning.com/profile/HowardLarson
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9 Growth Elements in Hard Times

9 Growth Elements in Hard Times

You as business owners though out the world are becoming increasingly anxious about what is happening out there in this little economic turmoil that we are seeing going on. The object you need to keep focused on is your business fundamentals. If you keep the important things in order you can actually grow right now!

You need to keep focused on 9 different essentials things for business success.

As you read them you might be ready to throw up your hands and say "This tuff again?" Hang in there and read. Then tell me, how are you doing in these 8 areas?

1: Product/Service and Operations: Have you examined the way your company delivers your product or service so that it's the absolute best it can be? Do you know what the best is? Look hard ask pointed questions to everyone including your drives, dock workers and janitors.

2: People: Do your employees, vendors and other service providers know exactly what they should be doing for you? Are you providing your people with the critical resources they need to excel in their job?

3: Sales: This one is very near and dear to my heart. Do you know what your sales system is? There are different kinds you know. Have you written down your sales plan? Does each of your reps have their own sales plan and goal? Have you transformed your customers into bird dogs for your company so they'll spread the word about you or send you leads? How full is your pipeline, how long is your sales cycle, are there long lost past customers you should be talking to?

4: Finance and Accounting: Do you know what the net margin is on each product/service you sell? You better! As times get rough and prices flexuaite on oil, raw materials etc, you need to know if you are making or loosing money. Too many business owners let finances and basic principles of business management go on a hunch or base their prices on their competition, only to find themselves in a big hole.

5: Product/Service Development: Are you thinking for the future? Are you spotting trends and making plans to act on them? What will you be selling when your present products or services have completed their sales cycle? They all do you know. Maybe in 3 months maybe in 30 years but it will happen.

6: Leadership: Have you crafted the long-term vision for your company? I have, and it’s written down. Are your people on the same page with your vision? Do they see you as a leader or as just another boss to discard in 1 or two years when they go get a new job? This is what great business leaders do. This is why great business leaders are paid the big bucks.

7: Marketing: Do you know how you will fill your sales pipeline next month? Nest quarter? Next year? Better get going, your competition is already is! Focus on your business growth through targeted marketing techniques. Understanding the basics of targeting, strategies, tactics and implementation will give you what you need to create your own powerful marketing plan. Another thing to write down.

8: Strategic Planning: How much money do you want to make How much profit do you want to achieve. How do you plan to get there? What is the road map to and for your success? Do you know what your 5 year business strategies are? All successful companies have strategic plans. I like to really break my planning down to 1 month, 3 month, 1 year and 5 year planning then launching into my lifetime plan. I have problems getting specific after 5 years.

9: Protect your good people: In hard times it is easy to put blinders on what will get your company growing. Some times it’s a good time to cut out some dead wood, yes been there done that, but the people who are important, keep the safe and secure. Keep them feeling good about you, themselves and the future of the company so they don’t dust off their resumes.

Larson note: You climb on these 9 essential ideas and you can grow starting today (ok maybe next week) If you are stating from scratch make a list pick them off one at a time advertsinging plan, marketing plan, business plan, people plan.

Just say “I refuse to participate in this recession!”

Howard Larson
Larson & Associates
Telesales & Target Marketing Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
http://componga.com/larson.html
http://member.merchantcircle.com/larsonassociates
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https://twitter.com/LarsonAssociate