A recent study performed by Chadwick, Martin, Bailey and Constant Contact outlines the differences in motivation for online consumer behavior, parsing out nuances between email subscribers and social media supporters. The study polled United States residents with an email account on their motivation to subscribe to an e-newsletter or “Like” a company on Facebook, and found that while discounts are a major decision-making factor, they are not the only driving force behind consumer interaction.

Over half of the poll respondents cited discounts and offers as the main motivation behind subscribing to e-newsletters, however, only 41% cited the same reason for “Liking” a company page on Facebook. Instead, a larger overall percentage of respondents described other reasons for following a company on social media, including taking part in special promotions, being a past supporter of the business, to gain access to exclusive content, and to show others (their friends) that they support the business.

While the differences in results of this poll may seem subtle, the repercussions for businesses can be substantial in terms of online marketing strategy. Consumers are signing up for e-newsletters to obtain deals, and while that is a major focus for social media as well, other items need to be addressed on a company’s Facebook and Twitter pages to drive continuous customer involvement. An integrated marketing approach is a major key to online success.

To learn more about managing your social media presence or to inquire as to how OffWhite can help you develop a fully integrated marketing plan, contact Jane Cirigliano at jane@offwhite.com or call 740-373-9010 to get started.

The OffWhite staff shared an enjoyable dinner with Arthur Trapotsis, CEO of Consolidated Sterilizer Systems (CSS), following a marketing planning session at the company’s Fort Street office in Marietta. OffWhite provides integrated communications solutions for CSS, including strategy development, email marketing, brochures, and web design (with an updated company website due to release in May 2012).

CSS is a 66-year old manufacturer of water stills and steam sterilizers that, as a major player in the industry, has developed relationships with leading universities, hospitals, and biotechnology facilities worldwide. Back Row: Jodie Reiter, Abby Spung, Jane Cirigliano. Front Row: Steven Hollis, Arthur Trapotsis, Bill White, Nat Miller.

Facebook’s Timeline feature is much more “corporate-friendly” than previous versions of Facebook, providing numerous options for businesses that were once unavailable. Many businesses recognize the need to update their social media presence to the Timeline layout; however there are some important considerations to make as you implement Facebook’s newest features on your corporate page.

1. Photographs Drive Interaction

Take advantage of the photo-friendly medium within your profile to drive interaction with customers. In this case candid shots and cell-phone pictures will feel more personal and authentic than professional shots.

Cautionary Note: Remember that Facebook compresses all of your images and plan your shots accordingly. Compression may change and/or distort highly detailed shots.

2. Less (Text) is More

OffWhite recommends that copy used on the cover image be minimal in length, but large in size and weight. Instead, use this image for photography if possible.

3. Protect Your Brand Image

Facebook also compresses Profile images, which most organizations use to display their logo. Consult your Graphic Standards guide (if you don’t have one, you should), and look for an acceptable variant of your mark without type, and maybe even without color.

4. Keep it Fresh

Update information and photos on your page on a regular basis to fit a season, promotion or event. The key is to find a balance of freshness and consistency.

Facebook is a platform for interaction with existing or potential customers, thus the execution of your identity and branding is as important here as anywhere else. Keep the aforementioned items in mind as you adopt the Timeline layout, and your business will be well on its way to a successful social media campaign.

To learn more about managing your social media presence or to learn how OffWhite can help you develop a fully integrated marketing plan, contact Jane Cirigliano at jane@offwhite.com or call 740-373-9010 to get started.