Social Media

The Power of “Nostalgic” Marketing Inspired by Collecting

I’m not sure why, but I collect flower frogs and doorknobs. I don’t arrange flowers frequently and I really don’t need the doorknobs, but I just can’t stop. It’s the emotional connection I have that compels me to collect. I have other collections as well. Crate labels, coins, and of course as a designer, I collect bits and pieces of art, wood type, advertising and designs I find interesting and inspiring.

Our Guest blogger and friend, Amy Stern, Director of United Hospice of Rockland shares her personal story.

On a fairly regular basis, Ann Byne, a member of our board of directors and principal of The Byne Group, encourages us to rethink how we are approaching our branding and marketing efforts. She suggested that we needed to start using social media to “get our name out there” as well as to develop and strengthen relationships with our supporters. My initial reaction was, “You’ve got to be kidding.” The resistance came from two areas of resistance: (1) This fifty-something was somewhat apprehensive about stepping into an area with which I was not familiar and (2) With everything we already had our plate, how would we make time for this? I’m sure many of you can sympathize.

At my recent presentation at Pace University on Social Media I was asked, "Why can't people find my website when they search online?" My answer, a bit flippant, was that it would take another three hour class for a decent response about search engine optimization (SEO).

If social media was the soul mate of any type of organization, it would be the not-for-profit.

On June 19th, Ann Byne, President of The Byne Group, along with Howard Greenstein, social media strategist and President of The Harbrooke Group, presented at the Cornel Cooperative Institute for Not-For-Profits to an impressive group of not-for-profit executives who wanted to find out more about using Facebook and other social media tools to add significant value to their advocacy, fundraising, member retention and marketing efforts.

You hear it all the time— "You NEED to use social media in your marketing mix," but it's just one more thing to do in your already overwhelmed task list, right? Well my question is, what are you really afraid of?

We all say we are too busy, we say we don't understand it, but in truth, we are terrified of the responsibility and commitment. I mean, how can we stay interesting... forever?

I might be one of the "under 30 crowd," but that doesn't mean I was born with a social media chip implanted in my skull. When I was given the task of getting The Byne Group onto Facebook, I too had to learn and overcome my fears of the unknown. So in this entry, my mission is to help you through something I spent a few hours, and yes, a few anxious moments, figuring out.

The New Year is fast approaching and maybe it's time you rethought your website’s purpose. The Internet is constantly changing and so is your clients/prospective clients expectations. Visitors expect your site to be “cutting edge” or at least “up-to-date.”

Things to keep in mind while revamping your site:

1. Design with optimization in mind. Search engine optimization (SEO) means having text friendly elements on your website which will make your site easily search able.
2. Visitors want what they are looking for quickly and easily. Spotlight or call to action important services on your homepage (ex: “click here to…” or “free download”).
3. Be proactive and engaging. Start a blog. Invite people to be a part of your online presence. Ask visitors to post their comments. The point of a blog is to share and get involved in a community that is active and listening.
4. Ask your marketing team or web designer for their suggestions.

They may have ideas that you hadn’t thought of.

Check out our newest "green" web design: mydejavusalon.com

~Melissa Behrens
Senior Graphic Designer, The Byne Group
(source: Must-Have Website Features for 2009, by Shaheen, The New York Enterprise Report, October 2008.)