It’s not just a matter of size, though. Sure, tablets score with their convenient form factor and intuitive multi-touch interface. But what really makes the tablet a must-have business tool are the apps. Focused, single-purpose tools, apps often trump both websites and desktop software for getting the job done. One doesn’t need to wait for software to load or navigate to a browser-based application. Once launched, the app fills the screen, eliminating the distractions that are common in browsers and multi-window desktops.

Nothing distracts investors and the media as they tap into the rich interactive world of CitiBank's new iPad app.

It doesn’t take long for new tablet users to start expecting an app for everything they need to accomplish in their business day, from communications and presentations to airport and trade show navigation. Demos of new products are the perfect match for the app paradigm, as are marketing materials. Posting brochures as PDF files on a website eases distribution. But turning them into apps brings them to life.

Marketers know they need to target customers where they live. And today, they are increasingly living in tablet-land. Isn’t it time marketing strategists make apps a central component of their marketing communications strategy? What do you think? How do you take advantage of the unique attributes of apps to make your content come alive?

*http://www.thesba.com/press-release/4-2-2012/

Instead of a profile solely being about the day’s activity, it now prioritizes the important things in your life such as getting a job, compared to what you ate for dinner. And before you ask, yes, users will be able to edit the timeline to their liking. The new page is divided into 3 core areas:

• Cover – A profile masthead that allows users to share more visually and be creative
• Stories – An area allocated for significant events and status updates/likes with the ability to control what remains prominent
• Apps – Social apps that can be installed to share what you’ve been consuming (music, books, etc) or using (GPS, running, etc.)

What’s unknown presently is how brands will utilize this new layout although the potential is intriguing. Mashable has an interesting article on the possibilities.

To learn more about the upcoming changes view the introduction video below or check out Facebook’s Timeline sample.

Dan Fisher is Account Executive and Business Development Manager at NAVAJO Company.

If it's not far...

We’re not distinguished environmentalists here at NAVAJO, but we are concerned citizens, who try our best to be aware of our impact on the earth and society as a whole. A couple of folks drive hybrids while others like myself ride our bikes to work when we can, so we do our part. In that vein, we decided to step it up a notch (or dial it up to 11 if you’re a Spinal Tap fan) and become better corporate citizens by being certified as a Bay Area Green Business.

It’s a free Bay Area program businesses can apply to in order to be recognized for operating in an environmentally friendly manner. Per their website, they help “local businesses comply with environmental regulations and take actions to conserve resources, prevent pollution, minimize waste, and reduce their carbon footprint.” But before you run for the hills, it’s actually a straight-forward application process and on-site interview, while the helpful staff provide guidance when you’re out of your comfort zone, so you get to know your T5 from your T8 fluorescent tube. You’ve always wanted to know that, right?

Bay Area Green Business Program

Seriously though, it’s a worthy program that can help motivate your staff to think more about their personal impact, while also ensuring your business operates with the environment in mind, for little or no additional costs. So, if you represent a business and are interested in stepping-up your green efforts, check-out the program at www.greenbiz.ca.gov

Dan Fisher is Account Executive and Business Development Manager at NAVAJO Company.

Image courtesy of Ari Moore via the Creative Commons attribution license.

Has it stopped raining yet?

June was an interesting month for us in the Bay Area, not least because we had more rain than in January of this year – an unusual occurrence for those unfamiliar with the region. But before you enjoy the sun that is now finally with us, and hopefully with you, some key tech announcements occurred last month that are worth re-surfacing:

ICANN Generic Top-Level Domains
ICANN announced that generic top-level domains or gTLDs will be available for brands that wish to use their name, such as .levi or .apple in URLs…for a price, reported to be $185,000 a piece. There’s been mixed reviews in how successful this will be, criticized by some as a money-grabbing scheme that is hardly an equal playing field for those with smaller budgets, while others see it as an innovative marketing tool for big brands. Read more about this development over at eWeek.

Google+
Google’s still attempting to get social networking right and their latest attempt, the Google+ project, looks to be on track for success with a reported 10,000,000 users. Not bad considering you still have to be invited to use the service, although compared to Facebook’s 750,000,000 users, there’s still a way to go. The project aims to make sharing on the web more on par with real life, with a portfolio of tools such as +Circles, +Sparks, and +Hangouts. Check out the details on their blog.

Apple iCloud
Apple used their MobileMe experience and adapted it to offer iCloud, a service that stores your content – music, photos, documents, etc - and wirelessly pushes it to all your devices, saving you from the synch headache, which as we collect more devices is a welcome relief. The service is due to launch later this year and as Job’s describes, demotes the PC and Mac to ‘just’ a device. The Huffington Post has a nice collection of links with reviews on the service.

Dan Fisher is Account Executive and Business Development Manager at NAVAJO Company.

Image courtesy of Amir Kuckovic via the Creative Commons attribution license.

A huge, game-changing social phenomenon

We are clearly experiencing a huge, game-changing social phenomenon in business today as well as in our private lives: social media.

The current issue of Adweek magazine claims that there were 3.8 billion online video ads in the month of April, an incredible statistic when you think about it…nearly 4 billion video ads which translates to an average of 30 ads per viewer! Here’s another telling stat: AOL estimates that there are 27,000,000 pieces of content are now being shared every day. And then we must turn to Twitter where the company recently topped 300 million accounts while more than 600 million people are currently on Facebook, including at least 150 million Americans—or one in two adults. Now you just have to know that 700 million worldwide users can’t be far behind! And we shouldn’t forget LinkedIn either whose shares more than doubled in their public trading debut in May, enjoying a close that day of more than 109% above the $45 initial IPO price. That made them worth more than motorcycle maker Harley Davidson and ratings company Moodys Corp. in a single day of trading! So, what does all of this mean to small business owners? Well, they are trying to capitalize on social media to promote their businesses and broadcast their messages and,by most accounts, they are doing so with mixed results.

According to Dave Kerpen, CEO of New York-based Likeable Media, an award-winning social media and word-of-mouth marketing firm, and author of Likeable Social Media, the secret to social media success for business owners is to craft a strategy that allows them to be someone we all know and admire: the kind of person at a party who listens attentively, tells great stories, demonstrates interest in others and comes off as being authentic and honest—and, in a word: “likeable.”

For those venturing into the social world of social media, Kerpen offers these five simple concepts:

1. Listen before talking—before you “tweet,” search Twitter for others talking about your business and discussing your competition. Be sure to do your search using the words your customers and prospects would likely use.

2. Don’t tell your target audience to “Like” or “Follow” you—tell them why and how. Give your customers and prospects a reason to connect with your business on social networks. Ask yourself: “What’s in it for them?” and then make it easy to connect.

3. Ask questions—are you wondering why nobody is responding to your Facebook posts? Kerpen maintains that it’s probably because a business owner hasn’t asked the right or enough questions. Remember: social media is about engagement and having a conversation—not promoting. If a pizza parlor posts: “Drop on by for two pizzas for just $12.00,” few if any will likely comment or, even worse, bother to show up. But if the restaurant posts: “What’s your favorite topping?” people will more likely comment online and be even more inclined to show up as a result. See the difference?

4. Share pictures and videos—it’s what people love to do. A huge reason for Facebook’s 600 million users in only six years is simply this: photos. These visual images tell stories about a business in ways words cannot. And the good news is that no production budget is really required here…just use your smart phone for pictures and short videos of customers, staff and other way cool stuff happening at the business…then just simply upload them directly to Facebook and Twitter. It couldn’t be easier!

5. Spend at least 30 minutes each day on social media—there’s a great deal to learn as new tools, techniques and opportunities across social networks emerge. Read, learn, listen and, of course, respond…just be sure that you join in the conversation.

And if you aren’t a believer yet, Kerpen tells us to put yourself in the customer’s place and ask the following question: “If you were a customer, would you click a “Like,” “Follow,” or “Retweet” button on your business’ Facebook or Twitter page?” Would you really? Good food for thought…

Bob Stetson is Strategic Marketing Manager at NAVAJO Company

Image courtesy of katerha via the Creative Commons attribution license.

Your Strongest Advocate is A Happy Customer

In recent months, we’ve experienced a measurable uptick in demand for VidCast™ Service (customer testimonials.) You may recall from our earlier posts that VidCast is a bundled service that enables NAVAJO to capture our clients’ customers’ real-world testimonials regarding the products and services they purchased using a low-cost, YouTube-like video solution. Now, that’s all well and good, but the big surprise for us is seeing how forthcoming and creative the customers are willing to be when placed front and center in the creative process of delivering their message. Because the VidCast solution puts the video camera in the hands of the customer, we’ve been amazed by the candor of the recorded messages and the real-world, nitty-gritty B-roll that they have been willing to share as part of their story.

Is VidCast just one more example of the paradigm shift towards social media communications? Certainly so, but that’s a good thing because, as consumers and businesses alike, we all want to make informed decisions based on knowledge and truth, and who better to convey such than those who have traveled the path before us?

So, how can Vidcast Service help you communicate your happy customer’s story? Call us…we’re here to help!

Wayne Martinez is President of NAVAJO Company

The practice of hardlinking with a QR Code

I’ve recently come across a number of instances where QR codes are being used more frequently in and around the San Francisco Bay Area. From real estate signs to merchandise catalogues received in the mail (anyone seen the latest REI catalogue?), it appears this not-so-new technology is finally gaining traction outside of the mobile industry. So, what are QR codes and why should you care?

Well, to start with, QR merely stands for Quick Response. The technology has been around for decades but has recently surged in usage, primarily because of the influx of sophisticated smartphones (think Android and iPhone) that enable users to download a barcode reader/app. The barcode itself looks like a pixilated Rorschach test configured into a square pattern. Once scanned, it can provide the user with a number of options – like the ability to download a vCard, a link to a website page, or simply to display some text – providing a link from the physical world to the cyber world, also known as “hardlinking.”

In the real estate agent example, they may choose to link directly to a website with a home tour or specs on the property, whereas a merchandiser’s catalogue may provide directions to the local store or a promotional offer. Either way, you can start to see the myriad of possibilities this technology provides. Just think, the next time you design that tradeshow booth, you can go-green by eliminating the sales sheets and simply link QR codes to the relevant product specs or demo videos, making your exhibit far more engaging to prospective customers and eco-friendly!

Are you game? Download a QR code reader and see where this code takes you.

One caveat, however, as you consider applying this technology into your marketing efforts: Provide the user with something rewarding as oppose to the homepage of your website. They’ve made the effort to engage with your brand. Now seize the opportunity.

Dan Fisher is Account Executive and Business Development Manager at NAVAJO Company.

City Hall QR Code image courtesy of marmaza via the Creative Commons attribution license.

Photo courtesy of sydeen on flickr

DO consider your audience first. Are your visitors likely to be technical? What are they going to be looking for? What do they value? Putting yourself in the mindset of a “typical” site visitor will help you communicate better and achieve the desired outcomes with your Web copy.

DON’T bombard visitors with too much information at once. As a general rule, simple and clean is best, especially on the homepage. To some degree, how much information to present on a given page is a matter of taste, and it has been debated for years; newspapers, schools and financial sites often choose to include more. Just remember that the more words on a page, the more critical layout and relative positioning becomes.

DO allow users to “peel back the onion.” Present information in layers, using multiple pages and providing prominent links between them where it makes sense. It can be helpful to outline a hierarchy of pages and identify what the reader takeaway will ideally be for each.

DON’T let their eyes glaze over. Another common pitfall that can have a similar effect to “information overload” is using too many buzzwords and obvious marketing-speak. Prospective customers don’t want to hear that they can “generate business value” with your “Web-enabled solutions for the enterprise.” But if you tell them with economy of words how you can solve their business problem, you have a much better chance of maintaining their interest.

DO include phrases and keywords that are likely to generate the right kind of search engine traffic. There are many books dedicated to search engine optimization. Before you even start writing, read one that has been published within the last two years (there’s even one “For Dummies”). The trick is to include the right keywords without violating the “eyes glaze over” rule.

DON’T worry if you spend an hour crafting a single, short paragraph. On the Web, every word matters, because your competitor’s website is only a click away. If you can get the same point across using fewer words, take the economical approach. After all, those few seconds could make the difference between a conversion and losing a prospective customer to another distraction.

Ken Downie is Senior Copywriter at NAVAJO Company

Photo courtesy of checkrecordsdotcom on Flickr

Thinking about your next online marketing effort? You might want to practice what the experts preach when you do. Here are 7 useful tips and insights to consider in order to help you realize your program objectives and deliver a successful email campaign in compliance with federal laws:

1. Make sure the subject lines are compelling—the subject line is one of the most critical ingredients in the successful campaign mix—because it’s the first thing recipients see and it has to be compelling to get them to open your email. Remember to keep your subject lines straightforward and to the point…shorter is usually better, but if you must say more, try to keep the subject line to 50 characters or less.

2. Choose your lists wisely—the right email list can make all the difference when it comes to realizing your marketing and/or sales goals. Beyond your own email addresses that you’ve collected, consider working with an experienced (read: reputable) list provider to expand your audience with credible, qualified leads.

3. Mail your message on Tuesdays or Wednesdays—numerous studies have shown that the best days to blast your emails are either of these days, as these are when people are typically more receptive to inbound communications. On Mondays, most recipients are busy with the start of their work week and with full email inboxes that they didn’t get to over the weekend. And Thursdays or Fridays? People are often distracted those two days and focused on their weekend plans.

4. Customize your “From” field—so your recipients clearly know whom the email is from…

5. Create unique or “vanity” URLs to track the success of your campaign—it’s the easiest way to see if your email or banner campaign is working for you.

6. Follow up in a timely manner—if you don’t seem interested in their business, will they take it elsewhere? Let your timely response speak volumes for you…

7. Stay CAN-SPAM compliant—be sure you understand the “ins and outs” of the CAN-SPAM Act, the Federal law that sets standards for any bulk email sent in the U.S.—be compliant or possibly face substantial fines and/or prosecution. For complete information on this key act, it is probably best to consult legal counsel. The CAN-SPAM Act requires that any bulk email message display a valid physical address in the message…using your visible footer for this at the bottom of the page will help you meet this important requirement. And give recipients a way to unsubscribe from your list such as an opt-out link. Lastly, don’t forget to let your recipients have easy access to your privacy policy detailing how their information will be used.

Good luck moving forward and be sure to include these “tried-and-true” tips into your email marketing program plans. You’ll be glad you did!

Bob Stetson is Strategic Marketing Manager at NAVAJO Company