Through our work with the Race of Champions, Sagittarius Digital's search and social media team are exploring all the ways that you can bring the cross channel, integrated digital brand experience to its fan base. But why? Simple, the team have realised that you no longer need to try and drag people to your website, you can just as easily take your website to the people.
Over the past 2 years social media sites have, once again, changed the way that people use the Internet. It used to be that the most popular sites were single purpose, functional websites like search engines and webmail providers - your Googles and Hotmails, if you will.
However, social media sites like Facebook are now more visited than webmail wesbites and have even started to become more visited than Google itself (a major event in the Western world where it has been dominant for what feels like forever). So people aren't emailing or even searching as much as there micro blogging, sharing pictures and generally living a part of their social lives online. This is quite a change and offers brands a way to become part of a perons online life - a part not just when they're looking for the brand but a part of a person's life when there laughing at a photo or swapping gossip with their bffs.
Being a trophy on a mantlepiece is nice but being a favourite sweater is better! Understand this and you're half way there.
Wednesday 13 October 2010
Wednesday 17 June 2009
Mystery Meat Navigation
Mystery meat navigation caused a bit of a stir in the office last week when Nick (our Director of Digital) took a look at an IA document and announced 'well, overall it works but that menu [points] is a bit mystery meat' -and then he walked off. After a few minutes of silence one brave soul then asked the question 'what do you mean mystery meat?'. So what does it mean.
Mystery meat is a phrase that originates from the early days of IA to describe anything where the meaning or target (in the case of a menu item) is unknown - a mystery. Mystery meat itself is a phrase to describe good old fashioned school cafeteria fare such as 'meat curry' and 'meat pizza'. Where the 'meat' could stand for anything from chicken to duck (or worse, depending on the school you went to). In web design terms then mystery meat is used to describe any part of the page or menu where the end user is left guessing as to the content, link target or relevance until they have performed some prescribed action. A good example is any site where you get images of things (not icons per se) that represent menu links - the image may be completely unrelated to the content/meaning of the target page.
Typically, mystery meat rears its ugly head when pure designers get to have a go at putting together a web design without the input of an information architect and so add beautifully designed, yet experientially poor images in place of good old fashioned content.
If you of any good example of mystery meat then please, let me know!
Mystery meat is a phrase that originates from the early days of IA to describe anything where the meaning or target (in the case of a menu item) is unknown - a mystery. Mystery meat itself is a phrase to describe good old fashioned school cafeteria fare such as 'meat curry' and 'meat pizza'. Where the 'meat' could stand for anything from chicken to duck (or worse, depending on the school you went to). In web design terms then mystery meat is used to describe any part of the page or menu where the end user is left guessing as to the content, link target or relevance until they have performed some prescribed action. A good example is any site where you get images of things (not icons per se) that represent menu links - the image may be completely unrelated to the content/meaning of the target page.
Typically, mystery meat rears its ugly head when pure designers get to have a go at putting together a web design without the input of an information architect and so add beautifully designed, yet experientially poor images in place of good old fashioned content.
If you of any good example of mystery meat then please, let me know!
Sunday 7 June 2009
Do I need a website?
Taking things for granted are never good. We all know this. However, one of the team at Sagittarius recently went to a new client presentation where the issue of the 'current website' was discussed and it suddenly became obvious that sometimes those that understand the Internet and digital channels actually take it for granted that everyone else gets it too.
At this particular meeting the marketing head and a director did not seem that bothered that their website, even though online for a year or two, had no search visibility whatsoever. A Flash based website with no supporting HTML or meta-data. A quick search on Google proved the point that Google knows nothing more of them than the URL that they have purchased, with only the index page having been indexed but with no description.
Furthermore, they did not see it as an important part of their marketing or business strategy. When strategies for customer acquisition and customer retention were discussed the marketing manager even asked whether the website was even relevant. Again, another example of those that understand digital taking it for granted that any organisations website, its information and functionality, play an integral part in both finding and acquiring new customers and maintaining existing relationships.
Having discussed ways in which the website can reach new customers through search marketing, build brand awareness and engagement and nurture long-term relationships the question then turned to that of return on investment and once again, the client asked how the website could possibly stack up against a more tradition direct mail campaign in terms of ROI. Again, the answer seemed obvious but once again the team at Sagittarius ended up explaining how in terms of ROI websites often offer better ROI than nearly all traditional media channels - if done properly. Herein that last sentence seemed to lie the problem. 'If done properly'. As the existing website was so poor, with absolutely no impact, visibility, engagement or reach it seemed that the organisation was quite happy to accept that the website has no real value or use.
I suppose it's a bit like 'if a tree falls in a forrest and no one hears it, does it make a sound'; if I have a website and no one sees it, does it have a value, the answer is still yes because the truth is, that unlike the tree that no one heard, the website will still be found by all those that do know the brand in question and check out the website as part of their engagement and research/consideration process.
So, 'Do I need a website?' - even the most analogue marketing people would still say yes, even if its just for brand protection and to assist those who have been introduced to the organisation through some other means. However, in the opinion of this humble digital gull, the answer should be an overwhelming yes, a yes so large that it smacks you in the head like a large kipper falling from an aeroplane (trust me, it's a big impact) as the reasons for it are so many and the value it adds in todays society is so great for all the reasons mentioned in this post, plus many, many, many more.
At this particular meeting the marketing head and a director did not seem that bothered that their website, even though online for a year or two, had no search visibility whatsoever. A Flash based website with no supporting HTML or meta-data. A quick search on Google proved the point that Google knows nothing more of them than the URL that they have purchased, with only the index page having been indexed but with no description.
Furthermore, they did not see it as an important part of their marketing or business strategy. When strategies for customer acquisition and customer retention were discussed the marketing manager even asked whether the website was even relevant. Again, another example of those that understand digital taking it for granted that any organisations website, its information and functionality, play an integral part in both finding and acquiring new customers and maintaining existing relationships.
Having discussed ways in which the website can reach new customers through search marketing, build brand awareness and engagement and nurture long-term relationships the question then turned to that of return on investment and once again, the client asked how the website could possibly stack up against a more tradition direct mail campaign in terms of ROI. Again, the answer seemed obvious but once again the team at Sagittarius ended up explaining how in terms of ROI websites often offer better ROI than nearly all traditional media channels - if done properly. Herein that last sentence seemed to lie the problem. 'If done properly'. As the existing website was so poor, with absolutely no impact, visibility, engagement or reach it seemed that the organisation was quite happy to accept that the website has no real value or use.
I suppose it's a bit like 'if a tree falls in a forrest and no one hears it, does it make a sound'; if I have a website and no one sees it, does it have a value, the answer is still yes because the truth is, that unlike the tree that no one heard, the website will still be found by all those that do know the brand in question and check out the website as part of their engagement and research/consideration process.
So, 'Do I need a website?' - even the most analogue marketing people would still say yes, even if its just for brand protection and to assist those who have been introduced to the organisation through some other means. However, in the opinion of this humble digital gull, the answer should be an overwhelming yes, a yes so large that it smacks you in the head like a large kipper falling from an aeroplane (trust me, it's a big impact) as the reasons for it are so many and the value it adds in todays society is so great for all the reasons mentioned in this post, plus many, many, many more.
Thursday 14 May 2009
Should I Twitter? Well, yes, but what should you Twitter about... thats the key.
To me, it's not really a question of whether one should Twitter, it's more a question of what should one Twitter about. In that simple statement really lies the truth.
A lot of Sagittarius Digital clients of late have been showing an interest in Twitter. Partly, it's because its deemed the next big thing in digital and consequently all over the media. Partly, it's because people like Nick and Sang have been telling them that they if there not, they should at least be open to the possibilities of it. Partly its because we've just been interviewed by the BBC's South East business team because I Twitter (twitter.com/FletchMcGull) for us all day and Nick sees it as an integral part of our communications strategy.
But why do we do it? Sagittarius Digital is a marketing company, B2B; it's not Nike or Coca Cola - youth brands for a youth platform - as some would argue. The truth is that it's a great way to create brand engagement and reach new customers and audiences. In classic marketing speak, it's about customer acquisition, through networking, and retention, through meaningful continuous dialogue. The other truth is, its used by everyone with recent figures showing the largest take up of late has been in the 20 - 35 year old age group.
The key words in the preceeding paragraph though are 'engagement' and 'dialogue'. Twitter is not and should not be seen as another channel for your News RSS feed. It should not be a one way push of your latest offers. Make no mistake, relevant news stories and special offers should be communicated but only as part of your on-going communications; not as the meat of it.
Twitter is about real time conversations; conversations that engage and interest. Brands that embrace Twitter in this manner, building relationships with people in an honest, open and conversational way will do well. Twitter is an open forum where brands can talk to people as people, not as segments or as types. Brands can almost become people through Twitter and be seen as part of their network. In order to do so though brands must adopt personality and can not be seen as faceless, corporate entities.
Twitter is the current antithesis of Web 2.0 - user-centric, user-generated, self regulating and conversational in its communications model. It connects people in a real way, more so than blogs like this and even Facebook. Its what the webs about and as such has real value when utilised in this fashion.
So what should I Twitter about? Anything, so long as its interesting and engaging and not cold and broad. From my own experience, I can say you should Twitter about anything that you know people will find interesting, useful and/or entertaining. By doing this, you then have a platform and channel in which to introduce the more marketing focused communications - insights into real world issues, latest news articles from which you can generate further debate and engagement and yes, even special offers and promotions.
To find out more about Twitter and what it can do for you, contact my people on 08450 553888 or look me up at http://twitter.com/FletchMcGull or visit http://www.sagittarius-digital.com
A lot of Sagittarius Digital clients of late have been showing an interest in Twitter. Partly, it's because its deemed the next big thing in digital and consequently all over the media. Partly, it's because people like Nick and Sang have been telling them that they if there not, they should at least be open to the possibilities of it. Partly its because we've just been interviewed by the BBC's South East business team because I Twitter (twitter.com/FletchMcGull) for us all day and Nick sees it as an integral part of our communications strategy.
But why do we do it? Sagittarius Digital is a marketing company, B2B; it's not Nike or Coca Cola - youth brands for a youth platform - as some would argue. The truth is that it's a great way to create brand engagement and reach new customers and audiences. In classic marketing speak, it's about customer acquisition, through networking, and retention, through meaningful continuous dialogue. The other truth is, its used by everyone with recent figures showing the largest take up of late has been in the 20 - 35 year old age group.
The key words in the preceeding paragraph though are 'engagement' and 'dialogue'. Twitter is not and should not be seen as another channel for your News RSS feed. It should not be a one way push of your latest offers. Make no mistake, relevant news stories and special offers should be communicated but only as part of your on-going communications; not as the meat of it.
Twitter is about real time conversations; conversations that engage and interest. Brands that embrace Twitter in this manner, building relationships with people in an honest, open and conversational way will do well. Twitter is an open forum where brands can talk to people as people, not as segments or as types. Brands can almost become people through Twitter and be seen as part of their network. In order to do so though brands must adopt personality and can not be seen as faceless, corporate entities.
Twitter is the current antithesis of Web 2.0 - user-centric, user-generated, self regulating and conversational in its communications model. It connects people in a real way, more so than blogs like this and even Facebook. Its what the webs about and as such has real value when utilised in this fashion.
So what should I Twitter about? Anything, so long as its interesting and engaging and not cold and broad. From my own experience, I can say you should Twitter about anything that you know people will find interesting, useful and/or entertaining. By doing this, you then have a platform and channel in which to introduce the more marketing focused communications - insights into real world issues, latest news articles from which you can generate further debate and engagement and yes, even special offers and promotions.
To find out more about Twitter and what it can do for you, contact my people on 08450 553888 or look me up at http://twitter.com/FletchMcGull or visit http://www.sagittarius-digital.com
Wednesday 13 May 2009
Internet Explorer 8 - are you ready for it?
It's fair to say that Internet Explorer 8 has been met with mixed feeling in the office. The sales and accounts guys are seeing a new service offering: Internet Explorer 8 compliance testing and fixing, whilst the digital team are collectively slapping their heads as they now have to support another browser - and another Microsoft one at that.
The reason for all the noggin slapping - the browser has been launched with a button that fixes CSS issues by putting itself into backward compatibility mode - effectively making it Internet Explorer 7 again.
The cynic in me thinks that really Microsoft should really just get things right the first time but on the other hand perhaps this is there way of acknowledging their mistakes with browsers past (IE6 standing out in my mind as a truly remarkable beast for all the wrong reasons) and making sure that their customers have a way to adopt (and I use the term adopt loosely given that it is now an automatic update) this new application with a fairly painless escape route when things their customers favourite sites no longer really look like they used to.
The question remains though: Will people know to do this? Probably not. If you know this much about browsers and website layout, aren't you on Firefox already?
Ramblings about browser issues aside, if you are a website owner or manager and would like to talk to someone about the implications of Internet Explorer 8 for your business, then take a look at the article on the website: http://www.sagittarius-digital.com/News/our-news/is-your-website-ready-for-internet-explorer-8.aspx
The reason for all the noggin slapping - the browser has been launched with a button that fixes CSS issues by putting itself into backward compatibility mode - effectively making it Internet Explorer 7 again.
The cynic in me thinks that really Microsoft should really just get things right the first time but on the other hand perhaps this is there way of acknowledging their mistakes with browsers past (IE6 standing out in my mind as a truly remarkable beast for all the wrong reasons) and making sure that their customers have a way to adopt (and I use the term adopt loosely given that it is now an automatic update) this new application with a fairly painless escape route when things their customers favourite sites no longer really look like they used to.
The question remains though: Will people know to do this? Probably not. If you know this much about browsers and website layout, aren't you on Firefox already?
Ramblings about browser issues aside, if you are a website owner or manager and would like to talk to someone about the implications of Internet Explorer 8 for your business, then take a look at the article on the website: http://www.sagittarius-digital.com/News/our-news/is-your-website-ready-for-internet-explorer-8.aspx
Friday 8 May 2009
Another Friday competition
Well, today's Friday competition got to the bottom of just how interesting some of our Twitter friends really are!
Having seen a local press article about Medway Council planning a Hollywood style sign for the Medway area, I posed the question on Twitter "What would be the best place in the UK to get its own Hollywood sign?"
The results were as you would imagine - lots of suggestions for Pratt's Bottom -which would indeed make a lovely 30ft high white wooden sign, a few Nastys, Ugleys and even the odd Twatt! At the moment there is consensus in the office nest that 'Fattahead' would make a rather attractive piece of hillside art as would 'Bottom' in Ballymena.
Results to be announced at http://twitter.com/fletchmcgull...
Having seen a local press article about Medway Council planning a Hollywood style sign for the Medway area, I posed the question on Twitter "What would be the best place in the UK to get its own Hollywood sign?"
The results were as you would imagine - lots of suggestions for Pratt's Bottom -which would indeed make a lovely 30ft high white wooden sign, a few Nastys, Ugleys and even the odd Twatt! At the moment there is consensus in the office nest that 'Fattahead' would make a rather attractive piece of hillside art as would 'Bottom' in Ballymena.
Results to be announced at http://twitter.com/fletchmcgull...
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