This is for all of the traditional marketing haters out there who still believe that social media is a "fad."

Recently, I made an online order for clothing from the well-known fashion retailer Express. When the package arrived, I happened to notice social media logos prominently displayed on the bag, leading me to further explore just how committed this company was to participating in the social realm.

Let me tell you, I was very pleasantly surprised. Express boasts more than 1.8 million Facebook fans, but those numbers are really just the beginning. What truly is astonishing is the innovation Express employs in order to breathe real life into its Facebook page.

All companies with any social sense at all have the basic customizations these days: a welcome tab and some other external elements imported via iFrames, maybe even a lead capture tab (if you don't have these things, give me a call RIGHT AWAY – let's get you up to speed).

Express takes Facebook customization to an out-of-this-world new level, enabling catalog viewing, gift card purchase and even actual clothes shopping – all without ever leaving Facebook (see screen shot below).

When you think about that, it's a brilliant strategy because Facebook is where people go to hang out. If you can seemlessly transition people from hanging out to spending money without having to direct them to an external site, I call that a win/win situation.

For a writer, there’s nothing worse than publishing something – live and on the web for the entire world to see (quite literally) and only THEN noticing you’ve made a spelling boo-boo… Or two.

Okay, so I’m being slightly dramatic. But it is a bit embarrassing.

This problem isn’t limited only to blog entries like this one. I also hate it when I send an email to a V.I.P. or client and later see that I’ve left out, misspelled or mixed up words, blurring the intent of my message. A high school friend first noted my tendency to omit important words as I signed several classmates’ yearbooks.

Maybe there’s a condition for it – who knows? What I do know is that I’m grateful to have fatefully married an editor and superb copywriter who sees what I do not. Not that he gets the chance to look at every little email I send, letter I write, newsletter I release or blog post I publish (I did have him glance at this one, if you were wondering). But he certainly is a big help.

Now, an error here or there can be overlooked and forgiven. But there are some errors that can totally damage your credibility and brand. Check out some of these boo-boos:

I’m not so sure I want my name on one of those diamonds…

Let’s not drink and make road signs either, while we’re at it.

This one makes me so proud to be an American.

And this one makes me proud to be a Kansan (thankfully, Shane SOUTHWELL is a basketball player at Kansas STATE University, and not for my beloved University of Kansas Jayhawks).

This nice young tattooed gentlemen is presumably from Chicago, sometimes referred to as “Chi-Town.” Not, however, as “Chi-Tonw.” That’s gonna leave a mark… Literally.

I only hope this is an error!

Misspelling words is something that spell check can pick up, but for some extra help, here is a list of the most commonly misspelled words (compliments of OxfordDictionaries.com)

Share your spelling errors and comments below!

Online marketing strategist and lifelong Wichitan Monaica Ledell has assisted numerous national clients in boosting sales and visibility through strategic online marketing and social media methods. This Wednesday, and again on Friday, September 9th, she’s concentrating her efforts much closer to home by hosting “Facebooking for Your Good Cause,” a free online webinar for Wichita-area non-profit agencies looking to make an impact by leveraging the ubiquitous social network. Wednesday’s offering will be the first of two chances for non-profits to catch Monaica’s presentation.

Monaica’s unique background combines volunteerism, board membership, hands-on project management as a non-profit employee and award-winning fundraising with her intuitive knack for knowing how to move the needle through strategic online efforts.

“We’ve entered a new galaxy in the history of marketing,” Monaica says. “By properly leveraging the power of social media—namely Facebook—non-profit agencies can succeed at a level they never dreamed was possible, securing more funding and enthusiastic volunteers. My goal is to show these agencies that it really is possible—without breaking the bank.”

The webinar takes place this Wednesday, August 24, 2011 at 1:15 p.m., as well as Friday, September 9, 2011 at 1:15 p.m. No physical attendance is required, as the information will be presented completely online in a webinar format. Although space is limited to 30 participants for each webinar, any representative of a non-profit agency may register online for free at http://www.shebuildsempires.com/classes/getmorefans.

“Ya gots to have style…”

In a recent post, I discussed the extraordinary power of Facebook advertising, and its ridiculous ability to target the exact audience you desire for selling your product or service. Facebook ads give you the ability to direct the traffic they generate to the URL of your choice. The question is, where do you send the people who click on the ads? You can create a sales page, a sandwich page or countless other online sales tools that direct the people who click on your ad outside of Facebook (more on those in a future post).

But one of the more popular places to send Facebook ad traffic is right within Facebook itself – to your very own Facebook Page. Facebook Pages are sometimes referred to as “fan pages.” Basically, these are the pages Facebook users subscribe themselves when they “like” your business, product or service (also your public figure page, if you are a public figure). For historical context, this was previously known as “becoming a fan.”

Now, whether your Facebook Page’s traffic comes from Facebook advertising, Google advertising, search engine optimization or any another source, it’s important to make a good first impression with the Facebook user who lands on your Facebook Page. This is where Facebook Page customization comes into play.

Below, there are several screenshots of what I consider good use of the customizable features within Facebook Pages. Read on and we can all brainstorm more great ideas together in the comments!

In the Bag Cleaners: This Wichita-area dry cleaner is getting some good Facebook marketing advice. This custom tab welcomes you to their fan page and has a prominent arrow pointing up toward the “like” button. I consider this a BARE MINIMUM necessary step. If you add JUST ONE customized element to your Facebook Page, PLEASE make it a welcome tab that asks each new visitor to like your page.

Apple App Store: I’m a HUGE fan of Apple for many reasons, not the least of which is that my iPhone helps me keep my business and my life running smoothly. One of the things Apple does better than anyone is marketing. And the Facebook Pages for their iTunes Store and App Store are no exceptions. Notice how Apple utilized the photo strip at the top of the wall on this particular page. There are five featured apps they suggest you download. If you click on the thumbnail photos, you’ll see something like this:

Not only do you see the full photo promoting the app (Evernote, in this case). If you look a little closer at the photo caption there is a built-in link that actually takes you right to the App Store to download it. You may not be directing people to the App Store (unless you have an app to sell), but you can place ANY LINK in the photo caption here, essentially making the “top five” photo strip an ad gallery where you feature your best or most recently launched products or services!

Kraft Foods: One great way to motivate people to like your Facebook Page is to give them freebies! People love free stuff! Kraft Foods has many freebies associated with its Facebook Page (primarily recipes). In this view of Kraft’s Facebook landing page, you see they’ve chosen a very prominent and in-your-face way to feature some of this free content. It should be noted that while this setup is beautiful, Kraft also likely spent thousands having it developed. But it’s a great example of what to keep in mind as your sales (and budget) grow.

Radiohead: This ultra-popular band’s fan page shows us a good example of having your own store built right into Facebook! I mean, we knew Facebook was a powerful way to boost sales and make more money. But actually being able to buy products without ever leaving Facebook? A brilliant idea indeed. Again, this is a concept that will cost you some money to build into your page. But if it opens up an entire new virtual storefront, it could be well worth the investment!

If you need helping customizing your very own sweet Facebook page on a budget and want to learn how to get the most out of it, call or email us.

Do you have a question about Facebook customization? Post questions and comments below!

OK, everyone. Pop quiz time. What is the ONLY thing Google fears could threaten its ultra-successful Google Ads service? Yahoo? No way. Bing? Not even Microsoft is willing to spend THAT kind of money to take Google Ads down – you have to choose your battles, after all.

The ONE advertising medium Google sees as a threat to Google Ads is Facebook advertising.

You may be thinking to yourself, “But, I’m on Facebook all the time and I NEVER click on those annoying little ads!”

Trust me, that’s what I thought at first, too. However, the results show that a HUGE percentage of Facebook’s 500-million-plus user base DOES in fact click on the ads. And when you start with an audience of 500 million, the opportunity is HUGE!

So, in Facebook’s case, size definitely does matter. BUT, there’s much more to it than having a ton of users. The real power starts with the amount of TARGETING possible with Facebook advertising. For instance, did you know you could use a Facebook ad to target a 30-year-old married woman in Wichita, Kansas who watches Sons of Anarchy? (That’s me, if you were wondering.)

Pretty impressive, I’d say.

Now, in most cases it isn’t logical to target QUITE that specifically. But the fact that it’s possible is absolutely mind-boggling. And the fact that your company can have a variety of offers and target each one to an ultra-specific audience is a jumping off place to reach a TON of people, thereby hopefully generating a TON of revenue.

Oh, and one more thing. The rate per click is still generally CHEAPER with Facebook advertising than with Google Ads. So, it’s probably a good idea to jump on this bandwagon sooner rather than later.

Have a great Facebook advertising story? Let’s discuss in the comments below!

Does your domain suck?

I always tell clients, “Every smart business starts with a great domain.” In the adventurous technical society we live in (dare I say The Matrix?) you must have a stellar domain.

Let me repeat myself in case you missed it.

YOU MUST have a great domain.

Not okay. Not good. GREAT.

These days, we remember people and businesses by name, including by .com’s and .org’s. Even my 6-year-old has a healthy .com vocabulary.

“Mom, we have to go to icarly.com tonight and watch the extras.”

Domains rock when they are:

1. Catchy – ex: www.TheBusinessSkinny.com or www.Etsy.com
2. Funny – ex: www.ShitMyDadSays.com
3. Short and sweet – www.Princess.com and www.Twitter.com
4. Easy to remember – www.BabyCenter.com or www.AllRecipes.com
5. Have good keywords inside of them – www.GrowYourBusinessNetwork.com

Domains suck when they:

1. Include hyphens. ex: www.living-foods.com
2. Include personal names with unusual spellings. This is precisely why I don’t use my own name for my domain name. No one can ever spell it right and even google has a hard time with it!

Monaica Ledell

pronounced “Monica” “Luh-dell”

But who can remember how to spell that?

Unfortunately, having a bad name can make it harder for people to find you and be much harder to brand. It is worth the extra time to find an incredible domain – it’s like premium real estate!

Share your comments, domain pet peeves and advice below!

Needlepoints. Specially commissioned paintings. Authentic movie costumes. All of these collectibles are likely considered overboard by most, when it comes to paying homage to even our most beloved celebrities. But the Kevin Bacon-obsessed fan in the new Logitech Revue commercial (brilliantly played by Mr. Bacon himself) has it all, including a hush-hush desire to “turn into Kevin Bacon” through overexposure to the Hollywood legend’s work.

There are a number of elements that go into making a television commercial memorable, and humor is a great place to start. But so many “funny” commercials just aren’t that great, or are funny maybe a maximum of three times. This spot for the Logitech Revue bucks that trend with smart and witty lines that keep you coming back for more. I must admit, I’m still not even 100% sure what all a Logitech Revue can do for me. But I doubt I’ll forget the commercial any time soon. In fact, if I didn’t already have an Apple TV, I think I probably would’ve bought the Revue by now based only on the commercial.

In two weeks or so, we’ll see a lot of companies lob darts in the general direction of the proverbial funny commercial bulls eye, while spending MILLIONS on prime Super Bowl airtime. It’s possible one or two might come as close to hitting the mark as this Logitech Revue commercial did, but I’m not holding my breath.

Everyone’s always looking for the latest, most cutting-edge methods to reach new customers and increase their sales. But sometimes, it’s easy to out-think yourself and “miss the forest for the trees.”

For instance, what’s the one thing most people have with them at all times? The one thing almost nobody knows how to live without anymore? Of course it’s the mobile phone.

Mobile phones have seen HUGE advances in technology in just the past few years or so. I mean, think about it. Zack Morris was toting this beauty less than twenty years ago. Then, cell phone technology got more and more affordable. Everyone just HAD to have one.

Then came mobile data. Just a few years ago we thought it was AMAZING to be able to access a very limited version of the internet on a mobile phone. Then, mobile web speeds increased. Smartphones evolved and brought us a far richer mobile experience. At this stage in the game, phone models like iPhone, BlackBerry and Android are essentially pocket computers.

More importantly, pocket computers with AD SPACE! Not only is the audience absolutely MASSIVE (do you know anyone without a cell phone?), it’s also CHEAP to advertise on mobile phones.

Now, there are some crucial methods you need to make sure to employ on your mobile marketing campaign (ahem – we’d be happy to help you with that). But, the best news of all is that the ad space itself is a FRACTION of the cost per click as Google AdWords. This means there’s ALMOST NO RISK and the chance of HUGE REWARDS.

So, go ahead. Embrace the mobile marketing world. You’ll be glad you did.

Getting my mail is not usually a pick-me-up.

Bills.

Random advertisements I don’t bother to read. Annoying trash.

Credit card offers I shred.

And tons of AARP and MediCare supplement offers my 30-year-old husband gets every week. (still not sure why this is but assuming he’s on an “over-60″ list)

Today, waiting patiently in my mailbox, was a tiny rectangular package.

On the box was a clear plastic window, from which I read the following:

I smiled when I read it and saw it was from my little sister. What could it be? : )

The package contained a small polka dot Kleenex box.

On the back of the mailing label was another message:

Now, what a pick-me-up!

This was great! I couldn’t wait to call my little sister and thank her for my free box of Kleenex.

It was meaningful. It touched me. It warmed my heart.

I noticed I could share in the softness by sending my very own Kleenex box to someone I loved.

And then I thought…“Brilliant!”

Kleenex was running an extraordinary marketing campaign.

I practically ran to my computer to log on to the site to send my own free Kleenex box to my BFF, an independent documentary filmmaker, Miaken Christensen.

I found there was more to this campaign than incredible direct mail.

Kleenex had successfully bridged the gap between the online and offline customer experience.

Plus, I had more than one option to get involved with my very own Kleenex campaign.

Since you can only send one free box (choose well, people), Kleenex gives you other options. You can:

1. Send a virtual Kleenex Tissue

2. Create and print a label for your very own Kleenex box.

Plus, I can track the box’s journey.

My mind started popping. Christmas – I know what I’m getting everyone for Christmas next year!

I quickly realized that a box of Kleenex was probably not an appropriate Christmas gift, but the feelings it brought about were Christmas-worthy!

Kleenex had captured my spirit in that very box!

Then compassion overwhelmed me. I thought of all of the people in my life who were in distress – in pain – stressed out because of life happening and how I could perhaps make their day just a little bit brighter by creating and printing my very own label for a box of Kleenex I could give to them.

Pure brilliance.

Here’s why this campaign works:

1. It’s dripping with the song “Lean on Me.”

2. I gladly enter all of my contact information and my friend’s. Who cares about lead capture and giving out private information? I need to send a box!

3. I can map my sharing around the US and learn how far one tiny box really travels.

4. The fun doesn’t end with my own free box. I spend as many hours as I like making my own labels and spreading “Lean on Me” cheer with Kleenex’s very own print center!

5. I can send a virtual tissue any day – any time.

Kleenex has me 100% convinced. They are touching lives one box at a time.

It really is “Softness Worth Sharing…”

Send your own box here.

Share you comments below on your Kleenex experience!

Everything about Nissan’s new Polar Bear commercial is fantastically well-executed.

It’s true. Polar bears look so sweet and cuddly… On TV that is.

At the outset, viewers assume they are watching an advertisement for Animal Planet or National Geographic. At six seconds in, my eyebrows are crossed, my guts are rolling and I’m ready to call the hotline and hand over my credit card to save a polar bear.

The attention to detail is superb. The videography and music are captivating, as the animal makes the long journey out of his environment. By the time the bear reaches the new Nissan Leaf owner, I’m in tears – feeling guilt and love and passion for the environment.

Nissan brilliantly plays to our green sensibilities, something most every company is trying to do these days. However, few have done it this well. The spot is at first disarming, and at its conclusion just plain cute and hilarious. Nissan will probably sell quite a few green cars off of this TV spot, and will likely also breeding crucial customer loyalty. And you can’t put a price tag on that, even on a spot that looks extraordinarily expensive to produce.