The White House pulled an about-face in record time with the Shirley Sherrod situation. Why? For the most part Social Media. The White House may have been able to contain and manipulate this “faux pas” to a degree within the traditional media outlets, but Social Media has changed all that. Just ask those involved up on Capitol Hill.

As we discussed the speed, reach and that all-powerful transparency in one of our prior posts - Meet the new corporate boardroom the White House was “tenderly” nudged into an about face. Maybe the White House should have read our Blog post.

History is filled with these types of incidents and there’s a lot more to come. The caveat in the Social Media age is that the need to get it right is magnified. It seems as if the facts no longer matter in the digital world. Fast paced snippets of copy, be it video, digital or social, can be so easily manipulated and misinterpreted – or uncovered.

In all fairness to the White House, they were not the only ones who did no fact checking. The NAACP and Fox news were just as guilty; running with a story with no background research. News cycles and the need for speed can cost in a big way.

PG article:
http://www.post-gazette.com/pg/10203/1074552-84.stm

Sherrod Video:
http://www.youtube.com/watch?v=E9NcCa_KjXk&feature=player_embedded

As brands go, Apple is that rare breed that goes beyond. Apple makes… no, let me rephrase that…Apple creates consumer products that people don’t just want, but desire on a very primal level that borders on religious.  Consumers that purchase Apple products simply feel that they can’t live without a particular Apple product – they need their Apple “fix.”

The latest problem they’re having with their new IPhones is meaningless. Why? Because facing this type of consumer desire, Apple can do no wrong.  Apple, so far, has devised the ultimate brand. And they’ve arrived at the “Holy Land” of a brand – creating an obsessive desire within a consumer’s heart and mind for a particular product or service which only “they” can fulfill. Look at the pilgrimage that all the Appleites make to their favorite church (the Apple Store) to get the latest products. (By the way I just added Appleites to the dictionary on my word processor.)

The obsessive – albeit positive relationship consumers have with Apple, and human nature being so “human” makes it difficult to exactly identify what Apple does to make them what they are. (If it was easy all product makers would be doing it.) One of the things that I believe makes Apple different is in their having an exceptionally relevant knack for creating and delivering on products that touch the heart of the people who feel they “think different” while validating that “different thinking.” And really, who deep down doesn’t like to believe that they think different - in a good way, regardless if you use Apple stuff or not.

With all the social-this-and-social-that hoopla, Apple seems to know “social” maybe better than any other company. An example would be to simply look at the “app” craze; Apple has mainstreamed the term. It’s part of our culture and our language now.  There are apps for so many of our own personal tastes that one really can’t help but think any other way than “hey, that’s an app for me.” Take a peek at an app called Bump.  It takes the personal side of social to a whole new level.  Apple’s apps are about as viral (and consistently so) as viral can get.

One of the most over-used and over-hyped marketing terms has been “user experience.” Apple is one of the few brands  who truly delivers on this term. They’ve done this by capturing, holding and tantalizing not quite all, but most, of our 5 senses with their product offerings in tandem with an aura of longing for more. Apple products take the user somewhere. The majority of consumer products out there are lucky if they deliver a positive engagement to even one of our senses.

Apple, you could say, is the Di Vinci or Michelangelo of the digital age. You generally don’t look at the work done by these guys - you experience them. So don’t be surprised if someone finds an IPad in one of the Vatican’s vaults under Divine Artifacts somewhere down the road.

But, like anything else, powerful brands and religions have come and gone, so we’ll see.
For now though, one thing is sure, Apple does “think different” and millions of consumers love it.

By the way, I read that Apple’s market cap has surpassed Microsoft’s - how about them Apples.

This useless observation brought to you courtesy of Blackball Online Marketing, home of the Pittsburgh Online Marketing Technologist.

Build Your Local Business Reputation with the BBB and Your Local Chamber of Commerce

Pittsburgh, PA – We say it over and over again in our Pittsburgh Online Marketing Newsblog - sound marketing and advertising fundamentals for small businesses have not changed. The Internet has just increased the speed of information delivery and breadth of exposure. Add to this mix joining your local Chamber of Commerce and Better Business Bureau and your brand reputation can be greatly enhanced while reaching a wider audience.

Joining these organizations lets your customers know you are reputable and dedicated to providing services worthy of their business; that you are willing to go that extra mile. Whether you are a brick and mortar business or an Online Marketing Business like Blackball Online Marketing, joining these two organizations is, we believe, good advice.

In addition to building your brand and personal reputation in the community these resources build your online reputation by providing quality links to your site by highly valued authorities. Businesses in Pittsburgh are very fortunate to have so many assets to choose from yet many small businesses fail to utilize them. The Better Business Bureau or BBB has a host of resources and some very knowledgeable folks just waiting to assist you.

Build Trust…..Build Your Business

Given the current economic climate consumers are being more cautious on where and how they spend their money. It has created a specific feeling in today’s marketplace playing a role in producing what has been labeled a “fear economy”.

“As a result of the uncertainty and the fear, people are actively seeking to do business with companies that can offer them solutions without stress and uncertainty. Today’s consumer values authenticity, honesty, integrity, reality and trust, and they expect these same values in the companies with which they choose to do business,” states Warren King, president of the Better Business Bureau of Western Pennsylvania.

People want to do business with companies they know they can trust. To be successful – to create a marketplace where buyers and sellers can trust each other - we need businesses to adhere to and adopt standards for trust in the marketplace. As you think about your own businesses, there are three key things every business should do:

• Communicate and live by a set of standards or values. Your consumers should know what you stand for, and they should want to do business with you because of it.

• Honor your promises. It’s easy – do what you say you are going to do, when you say you are going to do it.

• Lastly, act with integrity. People will remember you for it, and they’ll want to do business with you because of it.

To learn more about consumer trust trends, go to the BBB/Gallup Trust in Business Index for more information.

Click the picture to learn more about our services and to view our BBB listing.

Below are some of the benefits of becoming a member of your local Chamber of Commerce and the Better Business Bureau:

Local Business to Business relationships can be cultivated and experience and services can be traded. Many other professionals may have areas of expertise that will benefit your business. This also offers you a chance to show your skills and services to a number of local businesspeople.

Any local Chamber of Commerce also affords networking opportunities, advertising at affordable rates, and many other highly coveted affiliations. Education and information are key to building a solid local presence in your community.

The Better Business Bureau has an outstanding website and very good service from personal experience. Blackball Online Marketing encourages all small businesses to join each of these outstanding institutions. Costs may vary in your area for each of these products but in our opinion it’s well worth it.

Pittsburgh Online Marketing – Solid Strategies

Develop a Clear Pittsburgh Online Marketing Message:

Spend the time to plan your campaign. Determine your goals and what your campaign should be achieving. Allow for budget, scope, and duration. Decide beforehand what your message plans to achieve and focus your marketing message towards that goal. Although a clear Online Marketing Message is a strong start, it’s not enough. Now we must deliver that message.

Consistently Reinforce your Pittsburgh Online Marketing Message:

In the course of developing your Online Marketing message and planning your Internet campaign, it should become apparent who your target audience is. Now is the time to do further research what forms of Internet advertising your audience responds to. Go where your customers are and deliver your message. Experience through trials and testing is the best barometer for your success. Deliver your message consistently and at all times of the day. We have found that standard business hours do not apply because of the nature of today’s’ business climate. Tweak your message and delivery to achieve best results.

Give your campaign a chance. Very few campaigns achieve maximum goals right away. Stick to your plan and adjust it as necessary. Most Online Marketing messages succeed through persistence, trust, and authority generated by a sustained campaign.

Measure the Success of Your Pittsburgh Online Marketing message frequently:

Analytics can show a lot about your visitors. They are a fine measure of how Web traffic arrives to your site, what geographical locations visitors are viewing from, what their patterns are for finding your site, how they behave when navigating your site, and where they leave from. Social Media Campaigns, Print Advertising, other Online Marketing listings, word of mouth, and customer Brand recognition awareness also play a part in reinforcing your message. Reevaluate your plan and goals and adjust as needed.

Blackball Online Marketing specializes in all forms of Internet Marketing and Website Promotion. We handle Pay Per Click (PPC) campaigns, Organic Search Engine Optimization (SEO), Google Maps listings for Local Search Marketing, Social Media Marketing Campaigns as well as managing many traditional media delivery methods. Click this link - Pittsburgh Online Marketing or call us at (412) 377-7280 to discuss your needs.