Social Network Continued from page 56
social media, it is extremely important that companies promote and drive social media engagement through tra- ditional marketing practices and vice- versa, as we now live in a multi-direc- tional communication society. Several social media channels enable busi- nesses to develop a tone and build a personality far beyond the constraints of direct mail, email blasts or bill-
board. Channels like Facebook also have a platform that allows for some pretty amazing targeting and pricing options to meet various budgets. Advertisers can place more targeted social media ads, which are very rele- vant to the recipient and will create a higher conversion rate. How long have we heard, “Content is king!” Well, brands and businesses
are starting to realize that one of the main ways of engaging their cus- tomers and offering value is to create content that enriches users’ social media experiences, rather than just blasting messages out at them. Content can be blogging about septic systems, water footprint or cooling towers or creating Facebook or YouTube videos with helpful tips. As users become more and more aware and knowledgeable about the specific brand or product, it’s the content that engages them in a meaningful way and offers greater value. Building that content into your socialscape, while linking back to your website, will be crucial. QR (quick reply) codes are the
square matrix codes that look like a maze. Normally, they are black mod- ules on a white background and can contain a great deal of information. They are two-dimensional and can be read by smartphones, cell phone cam- eras and QR scanners and reveal a hid- den message or special offer. These can add interactivity and tracking to traditionally untrackable print and out- door media, as well as a bit of whimsy and mystery to everyday objects and events. What has long been very pop- ular in Asia is finally becoming more prevalent in the North American mar- ket. Try using the QR codes in your print magazines and outdoor media and find some clever uses at trade shows for product marketing or show specials. Are websites cool again? They can
be! Businesses should evaluate and address their websites, as users expect social integration to existing websites. Integration for a total web experience, with social media applications and widgets is now easy, quick and very inexpensive. Websites will increasing- ly serve as “digital hubs” that integrate social activity from many platforms. Companies throughout the HVAC industry will realize they must inte- grate all their marketing communica- tions efforts in order to be relevant in today’s socialscape. n
Circle 37 on Reader Reply Form on page 73 Page 58/Plumbing Engineer
Tim Ward is the director of accounts and social media at H+A International, a full service integrated marketing communications company in Chicago. Tim can be reached at or 312/332-4650.
October 2011
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