Wednesday, 29 June 2011
As part of the St Stephen's Summer Essentials programme of activity, we’ve worked with some awesome partners to develop an approach to marketing that put St Stephen's retailers at the heart of the action.
The Summer Essentials campaign has been brought to life by some fantastic creative work from Bryce Mennell and a vibrant summer edition of St Stephen's TV in which over a dozen St Stephen's retailers took part. The film is available online and had been broadcast for two weeks in the High Street within a spectacular giant summer shades display. The film has been made thanks to Classlane, Tina Gill Personal Stylist, Kate Mason and the management team at St Stephen's Shopping Centre who championed this new initiative.
As well as the film, the campaign has featured fun interactive events such as the St Stephen's Garden Party, including games, food samples and live music from Lee Green and the Gargleblasters.
The events conclude this Saturday with the Summer Shades style-event featuring street dancers and style advice.
We’ve enjoyed this partnership with our industry peers and hope that we get the opportunity to do so time and time again!
Monday, 20 June 2011
Sponsored by the generous community champions; St Stephen's Shopping Centre, the cup took place at the outdoor pitches of the Bonus Arena, Hull on the evening of Wednesday 8th June. 20 teams took part as four mini leagues were whittled down to a knock-out tournament.
IT support company Primary Tech beat Humber Sports Partnership 2-1 in a gripping final to clinch the title, though went on to be beaten 5-2 in an exhibition by the Hull City Legends team, including two goals from eskimosoup’s very own Rich Quelch who somehow managed to sneak into the line-up somewhere between Stan McEwan and Stuart Elliott!
The event raised £2,875.00 for the Hull Children’s University and plans are being drawn up for a bigger tournament in 2012 – as they say; watch this space…
In the meantime a video showing many of the highlights (including a Rich Quelch goal and a successful cross-bar challenger) can be viewed here.
In last week's article, I discussed the differences between what you and your customers might see when looking at your website and Social Media presences.
Continuing along that theme this week, we'll look at why this happens and where else there may be a problem.
Somewhat ironically, the reasons for the problem on facebook, are it's privacy settings being so good (despite being it's biggest source of criticism) and arguably it's biggest strength, which is how well it translates a user's actions and data into delivering what's of most interest to them.
Depending on a user's personal privacy settings, their posts and comments on your page may be visible to anyone, only friends or friends of friends, while always being visible to the page admins, so what you see may vary from what others see. This is also the case with the 'Top Posts' filter, which dictates the order of the posts by importance to the individual visitor, determined by how many friends have interacted with them.
Despite these concerns, Pages are still far more open and visible than Groups or Personal Profiles, which, although facebook forbids it, are still used by many companies. Personal Profiles especially, can look radically different from what you see to others who may not be 'friends' or registered with facebook. If you use these, again, log out and check it.
Rather than offer advice on easing this difference with Groups and Personal Profiles, the best thing to suggest is to upgrade to a Page. Although there are a few problems as detailed above, these are far less than with the other two and as using them for a business if prohibited anyway, keeping with them might bring their deletion.
A company's profile is not the only place where there's a difference.
Much like with the 'Top Posts' filter mentioned above, a user's news feed delivers what it assesses to be of most interest to them. If a lot of their friends like a page they like, it's more likely to appear, especially if it gets a lot of feedback.
On the other hand, if they're the only ones to like a page and there's little to no feedback on it's posts, they may not even appear in that user's news feed. They'll still appear in the admin's news feed, because being the admin indicates that the Page is obviously of high interest, but don't take that to mean it's definitily appearing elsewhere.
The same goes for the facebook search facility. It again takes into account a users personal connection and likes, to deliver results individually tailored to them. So, if you own a page and a lot of your friends like it, the chances of it appearing at the top of a search will be very high. For someone without that connection, it may not even be on the first page.
As a quick aside while on the subject of search, facebook still only uses page titles when searching for the keywords you input. It therefore remains a good idea to include the main product or service in the page title and if not a national business, also include the geographical region covered.
Hopefully, sometime soon facebook will improve this and take other information from a profile in to account. If it wants to continue in the direction of offering an alternative way to navigate the web to Google, then it will have to take a leaf out of the latter's book and drastically improve it's search module.
There is a similarity between the two though, in that they both tailor results to individuals. With Google, this means that if it appears that you're at the top for your keywords when you search, that might not be the case when others do.
Google may also present an issue with showing your customers something different to what you see, in how it delivers search results. Like the facebook search, it looks for relevance. So, if Google has any data from your browsing history, for example, it will use it to provide you with more relevant results. If you have an account with Google and are logged in, it has even more to influence the results.
All in all, the internet is getting more and more tailored and individual, where just because you're on the same page, doesn't mean you're seeing the same thing. Businesses would do well to bare this in mind.
Friday, 17 June 2011
First Impressions Count; Don't assume that what you present Online will appear the same to your Audience.
Just like meeting someone in person or when a prospect first visits a shop, a visitor's first impression of a business's websites and Social Media accounts is of vital importance. How you present yourself will influence those initial judgements on how professional, successful and capable a business is and whether it's worth a second visit.
Tuesday, 14 June 2011
The eskimosoup events team enjoyed a fantastic trip to
“The Summer Suitcase”, part of our Retail Centred approach to events gave shoppers the chance to interact with products and learn about the essentials to pack for going away on your jollies.
The events team illuminated the centre (check out how bright the beach-effect carpet was!) with a display, summer tunes and practical style advice from Tina Gill and Amelia Thompson.
Over 17 retailers took part in the event, including Next, Debenhams, Domo Luggage, Barratts, Jane Norman and The Body Shop.
Alongside the ‘holiday style’ element of the event, we also ran a competition which gave passers by the chance to win £500 to spend at Eastgate by correctly guessing the weight of the giant suitcase.
During the two days, over 200 people were engaged with for product advice to directly generate sales and one lucky customer bagged themselves the £500.
Our team really enjoyed working with the Eastgate team and look forward to doing again later in the year.
Sunday, 12 June 2011
I figured if there were ever an appropriate place for a self-indulgent burst of pride about our company it would be our blog.
This past week, Business Week Humber took place throughout our region. A dedication team of event holders from the private, public and voluntary sector came together to present 35 top quality events in what is a fantastic example of partnership working across the Humber. Indeed, in the words of Gyles Brandreth, looking across at the delegates at events he saw not only colleagues, but friends.
This is of great significance to our company because eskimosoup had the honour of being at the heart of the organisation and marketing of this programme which is (and will continue to be, until someone shows us otherwise) the largest and best event of its type in the world.
Through working with the week’s coordinators; Hull and East Yorkshire Community Foundation, a determined steering group and many passionate event holders we have had the pleasure of doing our bit to ensure that the week was a continued success.
We are also most appreciative of the generous support and vision of our clients St Stephen's and Hugh Rice Jewellers in sponsoring vital aspects of the week.
I’m not saying the week has been perfect, but hopefully everyone involved feels that we’ve given it our best shot and feel pride in having done so. For the organising team taking on the reigns we clearly have had a lot riding on this and indeed a lot to live up to. The founders of Business Week and their team achieved so much over the past six years and hopefully they feel that we have done a good job of looking after “their baby”.
On behalf of the team eskimosoup, we are proud to be communications partner of Business Week. We are proud of the website, the brochure, that we have assisted with a major wave of positive PR and media coverage and that so many positive comments have been shared through Business Week Live.
Thank you all for being a pleasure to work with at Business Week 2011 and thank you for reading this self-indulgent entry.
As for next year? Watch this space…