Do you know what influences your customers to buy online?

A recent Econsultancy report noted that in the US more than half (55%) of consumers report that a product with a high rating will increase their likelihood of purchasing. While in the UK three-quarters (75%) of people aged 18-26 years of age use recommendations on social sites to help them research products prior to purchase.

Last year I had the opportunity to interview Conor O’Neill the Founder of LouderVoice.com a service which enables you to cost effectively add powerful reviews and customer feedback to your site in under five minutes, or use their custom API for even greater control and flexibility.

You can listen to the content rich replay of the podcast here – get ready to take notes (it’s one of my longest podcasts but definitely worth listening to if you are interested in this subject area) as Conor goes in depth in terms of the background research in relation the importance of online reviews in impacting buying behaviour and best practice tips for integrating online reviews into your customer management.

LouderVoice is celebrating it’s third birthday and they have generously offered me the opportunity to give access to someone access to 12 months use of their standard package.

So if you have been considering adding a ratings and review service for your customers on your website or blog, you could be the lucky person who get’s access to this thanks to LouderVoice.

But what do their customers say about working with them?

I reached out to LouderVoice customer Puddleducks, an award winning online retailer who specialise in wet weather clothing for all the family. I asked them what the top three benefits of enabling LouderVoice on their website. Here is what Aedan Ryan their Co-Founder had to say:

1. Greater customer engagement: LouderVoice reviews have allowed us to build on our Word of Mouth referrals and receive honest reviews directly from customers on our website. Reviews can be added directly on each of our product pages and can also be added as a general review of our customer service.

2. Increased sales conversions: Research has shown that potential customers value consumer reviews when making a purchasing decision and we have found that sales conversions have increased due to the integration of LouderVoice reviews on our site.

3. Added SEO benefits: The content on the site is regularly changing with customers adding new reviews. The reviews are also fed to the LouderVoice consumer website which provide powerful inbound links back to the PuddleDucks website.

So if you are interested in the LouderVoice service here is how you can be in with a chance to access their standard service for 12 months at no cost.

HOW TO WIN ACCESS TO A YEAR OF ACCESS TO THE LOUDERVOICE STANDARD SERVICE

If you would like to win access to the service just tell me in the comments below in 150 words or less why you are interested in adding reviews to your website or business blog.

To qualify you can be a business anywhere in the world but you must already be trading online and have a business blog as – one request is that you write a blog post about your experience of the LouderVoice service within 90 days of having access to the standard package. (I am requesting this not LouderVoice). You should also not be using a service link LouderVoice at this time – I want this to be an opportunity for someone who has been considering using online ratings to their website to have the opportunity.

No cash alternative will be available and if you would like to trade up to a premium level of service from LouderVoice should you win, you will be responsible for the additional fee,

You will also be required to work with LouderVoice to get this set up on your website or blog by the end of August 2010.

Go ahead – over to you – just leave your comments below. Entries to be in by midnight Ireland/UK time on Friday 5 August 2010.

Share on Facebook

When I plan events, it’s always more fun if it is planned for a good cause. There is something to be said for doing an event with the purpose to help another. With this intern event, Barnardos was our charity partner. Barnardos mission is to challenge and support families, communities, society and government to make Ireland the best place in the world to be a child.
To help this intern charity event come together we received sponsorship from The Church, Jameson and Shamrocker Tours. The Church allowed us to invade their club downstairs while providing us with sustenance and a free glass of wine or beer. Shamrocker donated a trip for three days around Ireland, a chance for an intern to see other parts of the country. Jameson graciously donated several bottles of their famous whiskey, along with a lunch for four, and an 18 year old bottle all for us to raffle off; along with providing our guest speakers a bottle of their gold whiskey.
Our speakers for the night were Orla Tighe and Neil Leyden.

Orla Tighe is the fundraising manager for Barnardos. She told a moving story about a little boy she had met that is in programs at Barnardos, she talked to the struggles that he has in his life and how Barnardos helped this boy and his family move towards a better life.

Neil Leyden is one of the project managers at Gateway Ireland. He spoke to what Gateway Ireland is striving to do. They are focusing on promoting Ireland to the world and harnessing the vast majority of people in the world with an Irish connection. He focused on people with an Irish connection around the world and how they can bring these people together for a common purpose through various social media outlets.

The event all in all was a success; we talked, mingled, danced, enjoyed ourselves, and most of all did it for a great cause. We learned about the cause and we learned about how vast the Irish culture is spread no matter where you are in the world.

We would like to give a big thank you to all of our sponsors and our speakers for coming out last night. It was a great time and we could not have done it without you.

In the last 24 hours Facebook has been rolling out it’s ‘Questions’ functionality – you will see it on the left hand side of your Home Page or at the top of your Profile or Business Page.

the Answers and Questions feature of Linkedin have been a great way to build online visibility and be a source of lead generation for a number of years. This move by Facebook is another example of them looking to have people spend more time in their company and become a source for information and research about questions we have.

One of the most powerful features is that you can post a reply to a Question as the name of your ‘Facebook Page’ – unlike when you comment on a Facebook Profile or Facebook Page.

Here is a quick video review of the Facebook Questions feature which I published today over on my Biz Growth Media Facebook Page.

You can also ‘follow questions’ and edit the answers to the questions that you respond to.

However one potential disadvantage is that when people click on the links to the questions you ask using the ‘Questions’ feature it will take people away from your Facebook Page.

If you are monitoring your online reputation on Facebook it will be important for you to start to listen to the questions being asked and answered.

When you post an answer or a question it will be seen by the whole of the Facebook community irrespective of your Facebook Profile privacy settings – so be careful what and how you ask and answer questions.

More details about Facebook Questions are here on the Facebook blog.

Remember the novel The Hitchhiker’s Guide to the Galaxy by Douglas Adams where the answer to the ultimate question of life, the universe, and everything was 42 – perhaps Mark Zuckerberg is looking for that book to be re-written – and the answer now being Facebook.

What are your thoughts about Facebook Questions?

ADDITIONAL RESOURCES

Access my FREE Facebook webinars about using Facebook Pages and Facebook Advertising

Access my guide to Facebook Pages best practice guide for colleges and universities

Perhaps Facebook not where your potential clients are networking online? If they are using LinkedIn you might want to access my FREE LinkedIn for business – make sure that you leave a valid email address so that you can access a discount off my forthcoming 4 week programme starting the 9 August 2010 called “LinkedIn for Business Leads and Profits”. The discount is valid until the 31 July 2010.

Share on Facebook

comScore, Inc. has today released a global report how women interact with the web called, “Women on the Web: How Women are Shaping the Internet” – it’s an extensive analysis of how women are are interacting online across social networks, online video, mobile communications, online retail trends and a number of other key areas.

The report comments that social networking sites reach a higher percentage of women than men globally, with 75.8 percent of all women online visiting a social networking site in May 2010 versus 69.7 percent of men.

Here are a few conclusions I drew from the comScore report.

1. Don’t just look to connect and reach women on women’s magazines, celebrity gossip and baby sites – the report comments that “women are more engaged than men on the Internet -you just have to know where to look”. Think beyond the obvious suspects when looking for online communities where you can reach the female consumer.

2. If you want to connect with women you need to understand how they interact in social networks – the report states “social networking is central to women’s Internet experience”. Women of all ages connect on social networks sharing photo’s, playing games, and watching online video. Globally, women spent an average of 16.3 percent of their online time on social networks in April 2010, compared to only 11.7 percent for the men.

3. Women in the US control the cash – more women than men get engaged with online transactions and collectively spend more.What does this mean then when it comes to the tone and content of your online marketing?

4. Act global but understand local influences – we need to deep our understanding of regional and cultural differences impact in Internet behaviour. The report goes into some depth about differences they have found across the globe.

5. Stop making the excuse that Social Networking is only relevant if you are marketing to a youth audience -  the 45+ female segment is driving the greatest proportion of growth for Social Networking sites, in terms of both visitation and time spent. Yes the 15-24 may use these sites more frequently and use them more however the 45+ age group visit and use Social Networking sites just as much as the 25-34 and 35-44 age groups.In fact older women are using Social Networks significantly more than men do. In North America, with 9 out of 10 female Internet users visiting a social network site in April 2010.

6. Men and Women use Twitter differently – the report comments that in an April 2010 comScore survey, men were found to be more likely to post their own Tweets than women; women on the other hand used Twitter more to find deals and promotions, as a place for conversing online and to follow celebrities.How does that change your content strategy for Twitter?

What other research and insights have you found about how female consumers use the web and how is it influencing your online marketing, PR and communications? What other insights did you glean from the comScore report?

Share on Facebook

If you are an experienced digital marketing professional who would like to share those skills with budding and experienced digital marketers, then we should talk!

We are looking for people with experience in any or all of the following:

• Search Engine Optimisation
• Pay per Click Marketing
• Banner and other Digital Image marketing
• Web site Architecture
• Web 2.0 technologies
• Podcasting
• Blogging
• Social Networking
• Affiliate Marketing
• Email Marketing
• Web Site Analytics
• Dealing with Digital Agencies
• Facebook
• Twitter
• Planning Digital Campaigns
• Viral Marketing

The majority of our lectures take place in the evenings but a small percentage of them are during business hours.

We run courses in Dublin, Belfast, Cork, Galway, Kilkenny and London and also deliver in other areas on an ad-hoc basis.

For further details on the various courses that we run, please visit our web site and also the web site of our recently launched Postgraduate  in Digital Marketing course.

Once you have had a look at various topics we deliver and feel that you would like to contribute, send along your details (a URL to your LinkedIn profile will do), along with a short description of your suggested lecture(s) to anthony@digitalmarketinginstitute.ie

News Release: Thursday 22nd July 2010

The Digital Marketing Institute has called for the Irish Government to appoint a Minister for Digital Affairs in order to safeguard and create thousands of jobs in a rapid growth area of Irish Business.

This call was made at the launch of the Digital Marketing Institute Post Graduate Diploma in Digital Marketing that took place on Thursday 22nd July 2010.   The diploma is taught by leading industry professionals and they will be present to discuss the future of marketing within business.

With the rapid migration of advertising budgets to digital channels, every professional needs a deep working knowledge of digital media. The Postgraduate Diploma in Digital Marketing is a comprehensive programme in the implementation and integration of digital channels within any business.

Ireland has developed itself into the digital capital of Europe with tech giants such as Google, Facebook and Linkedin all locating their European headquarters in Dublin. With the presence of these industry leaders, Ireland can develop itself as the European digital hub for other multi-national companies who are looking for a base within the European market.

Course Director, Ian Dodson, welcomes the Governments work in attracting these multi-national companies to the country but feels a specific Minister needs to be appointed to focus on the fastest growing area in business.

Dodson said, “The government is to be congratulated for attracting the likes of Google, Facebook and Linkedin to Ireland but it’s times to take the next step. Currently at least six government departments are involved in the digital society and economy. No single minister or department has responsibility for ensuring Ireland realises its potential to become a global centre for e-commerce and e-communities. The government must recognise that there is no sector which will be more critical to the economic recovery of Ireland then this one”.

Dodson went on to say, “We need a minister who will be responsible for the roll out of high speed broadband, and for attracting high-tech investment, and for developing training and education programmes which will develop the right skills. We need a Minister for Digital Affairs.  If the Irish Government positions itself correctly, this could lead to future jobs growth in this area within the Irish economy.”

After completition of the course, students will be able to create and implement effective digital marketing strategies which will allow them to realise their career or business aspirations and strongly position themselves within the market place or your organisation.

The Postgraduate Diploma in Digital Marketing is exclusive to and is accredited by the Digital Marketing Institute. The course is delivered by expert practitioners. Emphasis throughout the programme is placed on developing practical and pro-active digital marketing professionals.

For more details about the Digital Marketing Institute, please log onto www.digitalmarketinginstitute.ie

About the Digital Marketing Institute:

The Digital Marketing Institute was created to provide expert training in Digital Marketing and to advance the use of Digital Marketing channels in Ireland. The institute comprises some of Ireland’s leading digital marketing companies. Our courses were created and are continuously revised by professional practitioners.

Our founding member organisations and lecturers are expert practitioners in their field. Our courses therefore provide attendees with a comprehensive introduction to the concepts and application of digital marketing. Real life case studies and a very practical approach provide a cornerstone to our courses, ensuring that students understand both the theory and are in a position to apply this in their own work roles.

For more information on the Postgraduate in Digital Marketing, visit DigitalMarketingPostgrad.com

Here are three new resources from Facebook that I think you will find of interest:

1. A new Page about Facebook Safety to provide you with updates and information to keep you and your family safe while using Facebook or surfing on the Internet. This compliments the Facebook Security Page.

2. A Facebook Page for PR professionals where the Facebook team share what they have learned about creating social content, promoting events, optimising Pages, and integrating with tools off of Facebook – it looks as though this will be a great resource for PR an marketing people alike. Check out the hour long video recording of a live event held last week at Facebook HQ in the US with information about using Facebook advertising and live streaming

3. A Facebook Page for the Media where they are providing guidance and tips for media outlets  in terms of best practices and tools to drive referral traffic and increase engagement on your site. They are recommending all journalists should have a Facebook Page, and provide tips about running events, adding Facebook social plugins and how to use Facebook search to monitor conversations.

ADDITIONAL RESOURCES

Access my FREE Facebook webinars about using Facebook Pages and Facebook Advertising

Access my guide to Facebook Pages best practice guide for colleges and universities

Perhaps Facebook not where your potential clients are networking online? If they are using LinkedIn you might want to access my FREE LinkedIn for business – make sure that you leave a valid email address so that you can access a discount off my forthcoming 4 week programme starting the 9 August 2010 called “LinkedIn for Business Leads and Profits”. The discount is valid until the 31 July 2010.

Share on Facebook

It's what you carry in the wheelbarrow that's important, not the actual tool

“What a marvellous construction. A splendour on the landscape. The most wonderful house this town has even seen, but tell me Paddy, how did you make such a marvel?”

“Well” said Paddy, “I got a great architect to design it, a firm of quantity surveyors to get me a bill of quantities, a team of skilled builders to help me build it and highly creative artisans to help add the finishing touches”.

“Amazing” exclaimed Jim, still looking and scratching his beard in amazement.  “And tell me Paddy, I see a wheelbarrow over there, did you use that when making this spectacular building?”

“I did Jim” Paddy said hesitantly wondering why Jim had asked.  “We used wheelbarrows, diggers, hammers, cranes…loads of tools, why do you ask?”

“Ah, so you did use a wheelbarrow then Paddy, that’s where I went wrong when I tried to build my new house.  Next time I’m getting me a wheelbarrow”.

We all fall victim of talking about the virtues of adopting technology as if it is the technology that creates winning online marketing strategies.  In my thirteen years experience I have yet to see a successful online marketing campaign that has worked simply by deploying more technology wheelbarrows. Successful online marketing requires architects plans, engaging personas and communication artisans. It requires interdependencies between chosen tools and most of all, it requires skilled communication and creativity.

It is your creativity that makes your social media campaign work.  It is your creativity that creates engaging content.  It is you that shows leadership and inspires others.  The web just gives you loads of wheelbarrows to use to get your ideas to site.  So I declare it’s time to stop paying homage to the wheelbarrow and start paying time or money on getting creative and inspiring others.

With multiple channels springing up across the digital dashboard, messages must be tailored to resonate with audiences on email and social sites. Research suggests a look at simple demographics does not give a clear indication of how audiences differ; engagement in these channels is personal and depends more on psychographic characteristics.

According to ExactTarget’s “Subscribers, Fans and Followers” report, there is little cannibalization among the three channels—instead, there is significant overlap across email, Twitter and Facebook audiences.  Research conducted during April 2010 clearly suggests that online users engage with brands only via marketing emails, but nearly a third subscribed to emails in addition to being fans of brands on Facebook. The vast majority of social media fans or followers were also email subscribers.

“Consumers don’t silo their engagement with brands to a single channel, instead they tend to ‘layer’ marketing channels on top of one another to meet their different objectives,” said Morgan Stewart, principal, ExactTarget’s research and education group, in a statement.

Overall, 94% of daily email users subscribed to marketing messages. Two-thirds of daily Facebook users were brand fans, and about four in 10 daily Twitter users followed a company or brand, showing that email is still the preferred channel for brand engagement even among heavy users of social media sites.

Users also engage with a greater number of brands via email.

But analyzed psychographically, ExactTarget found different patterns of engagement. Email appeals to just about everybody. Groups that had the greatest focus on becoming fans of brands on Facebook tended to be younger, but also shared a motivation for entertainment and the ability to publicly show support for brands. The report suggests using Facebook for both informative and entertaining communications would be most effective.

Twitter appeals most to consumers who want to feel up to date and in the know, suggesting information about new products and services or other brand initiatives would be of interest.

Circulator is a market leading email marketing provider. We provide integrated email solutions for Enterprise customers and SME’s throughout the UK and Ireland. See www.circulator.com for more details

The Role

Working within our existing Sales Team, the key purpose of this position is to help drive sales in the Irish market. This will be achieved by generating new business in strategically identified target markets. This role will report directly into the Sales Director and will be based in our Dublin or Limerick Office (depending on your location).

Day to Day Responsibilities include

• Achieving agreed sales targets
• Researching, identifying, emailing and calling potential customers in key target markets
• Creating and sending effective written proposals
• Attending seminars promoted and run by Circulator
• Conducting online product demonstrations
• Face to face presentations to key decisions makers in companies
• Maintaining effective records and pipelines

The Person..

The successful candidate will be motivated to deliver beyond expectations, be articulate & persuasive, adaptable, and organised.

You will..

• Have experience in selling B2B products or services to senior professionals within medium and large organisations
• Have experience of Sales pipeline management and reporting tools
• Demonstrate clear career progression
• Relish the opportunity of working in a dynamic and fast moving industry and will demonstrate the appropriate energy, drive and commitment to illustrate this.

Experience of selling software or email-marketing solutions would be a distinct advantage, though not essential.

If interested, please email jobs@circulator.com to register your interest and forward your CV.