Media company, SmartBrief, just recently covered a story on how Moosejaw integrates its catalog with Facebook. Author Jesse Stanchak exposes the company’s approach to online retail and how social channels fit into its plans. If there were ever a case for a Dirxion Facebook app, this is it.
Okay, I’m only rewarding myself 2 points for that title wordsmithing. It was sitting right there on a tee for me.
What’s better than making a publication available on a network of 500 million people directly through the Facebook newsfeed? Answer – Making two publications available, or 22 for that matter.
This month, Dirxion’s Facebook publishing product underwent some pretty major cosmetic surgery. When the bruising cleared and the swelling subsided, publishers were left with a new, more streamlined application. The new toolbar allows us to use less of the free falling elements that pushed part of the cover page below the fold on smaller monitors and probably the most exceptional change is support for multiple publications under a single tab. Now you can save those extra tabs to highlight some of your other promotions!
Not impressed? Pfft, then you wouldn’t know good digital publishing if it friend requested you.
The tools on our digital publications continue to grow socially. The Facebook app itself allows your users to do all sorts of cool things like converse within a comments section, “like” the publication on their page and share the content with their friends as a link.
Deliver your publication to the news feed where the the potential is only as great as your content. Jump on Dirxion’s Facebook page now and share the Precious Moments catalog with the ones you love this holiday season. Be warned though, sharing these catalogs with your mom may inspire her to fill your childhood bedroom with china cabinets. It happens all the time.
A Facebook app is definitely a smart marketing decision for catalogs and magazines, one I suspect will have much success in helping monetizing your digital publications. Contact us for more information.
This week, Facebook is changing the content container width of their customizable Page tabs from 760 pixels to a more slender 520. This conversion will allow the social network to fit in both their re-designed left navigation sidebar and the right advertising column, creating an even more uniform navigation experience for it’s 500 million plus users.
This change was announced way back in October of 2009 but has been delayed up until now, seemingly to give administrators time to prepare for the reduced page width. Our original digital edition Facebook Apps used elements that required the 760 pixels, which would have looked broken once Facebook had implemented this change.
No worries though; Dirxion has taken the necessary steps to optimize your digital edition Apps for this new layout. While doing so, we’ve spent a little extra time trying to enhance our apps with new features that take advantage of Facebook’s more social side.
– With this decrease in width, we’ve found it best to drop the option for facing pages, making single page the default and only selection. This allows us to also remove those buttons and slim down the control bar.
– We’ve removed the logo link to your home page in the header area of the edition. We have chosen instead to pull it out into the design of the FBML section along with a link to your larger screen and fully enhanced digital edition website.
– We’ve added a Facebook “Share” button that will add a link to your publication on your follower’s personal pages. This ensures your link is seen in the News Feeds of their friends.
– We’ve also integrated a Facebook “Like” button and comment string below the publication to bring in a little more conversation and engagement to your content.
These changes will come without warning this week. If you are a client of ours, you should have either received instructions on updating your Facebook Page or you soon will in the coming days. If other tabs on your Facebook Pages contain elements that are over 520 pixels wide, you are going to want to reduce those as soon as possible.
To see live demos of our Facebook apps, visit our Facebook Page at facebook.com/dirxion and click on any of the tabs. To learn more about our Facebook Apps, click here to go the product page on our website.
Rutland Tool & Supply is one Dirxion client that is a constant reminder that a good idea is only ten percent of the battle and good old fashioned hard work and implementation make up the other 90 percent.
Rutland Tool always goes that extra mile to make sure their digital catalogs & sales flyers are a success. They’ve recently taken to social media marketing with Facebook and Twitter, creating conversations between employees and customers. Rutland’s homepage is designed to promote both their current sales flyer and digital catalog with featured products from both publications front and center on the page.
But as far as this post in concerned, we’re going to talk specifically about Rutland’s proficient use of opt-in email campaigns. For just over two years now, Rutland has been sending bi-weekly email campaigns to coincide with the release of their sales flyers. See sample below.
While their message and design are both rather subtle, it’s the consistency and utilization of the email that make it so successful. A principle in modern architecture and industrial design says, “Form follows function”, so what else could you expect from a tool company. The email, as functional and industrial looking as the tools it is promoting, is there to serve as a reminder to check out the new sales flyer while also highlighting some of the discounted items, forcing prospects into the sales flyer. Once they are inside, take a look at these analytics from one of their most recent emails –
- 194 visitors came from the email campaign in the business day it was sent.
- Customers spent an average time of 10:51 in the catalog, viewing on average 39.28 pages.
- Bounce rate measures the number of people that open just one page and then leave, Rutland’s email campaign bounce rate was only 3.61%. Almost 97% of the people that entered, flipped through the catalog!
When we asked Mark Palmer, Web Marketing Specialist at Rutland, what the number one contributing factor is for customers choosing to use the digital edition, he stated “People who do a lot of ordering by phone generally feel more comfortable with the digital catalog when they go to order on the web because it’s the same book. We also had a limited amount of the 2010 catalogs, so prospects or smaller customers are generally referred to the online catalog.”
Are you taking advantage of the range of promotional tactics available to create noteworthy buzz for your digital edition?
If you’re not sure, you’re probably not! Every client is different. What works for Rutland might not work as effectively for you. There are a countless ways to promote your digital edition, so if you’re unsure of where to start or you don’t know which promotional tactics are right for your company, contact Dirxion or subscribe to our blog and learn all about our marketing tips for success!
We are seeing a slow but steady growth of Yellow Pages Industry Groups on Linked In. Some are still quite small, but that can make for better discussions. So if you are looking to dip your toes in the social waters, here’s a list of groups you can try:
For publishers looking to grow their audience with a digital edition, there is no better platform than EdgeClix. Dirxion understands that in order to truly maximize the reach and circulation of your digital edition, it is critical that your content be properly coded for the indexing robots of search engines like Google, Bing and Yahoo. It is for that reason we introduced a Search Engine Optimization method designed specifically for digital editions.
Now when you send us the same print files, our EdgeClix technology can not only convert them into an interactive Flash representation of your publication, but can also use advanced SEO techniques to make your content more visible to search engines. This advanced process allows the robots to read and index your content – line by line – just like plain HTML.
As an added step, we can build landing pages that work – for your users and the search engines. These landing pages are designed specifically to move users through your digital publication with ease, while also optimizing them for full SEO capacity. By combining strategic keyword titles, keyword text and keyword links, we can better leverage your landing page to improve your search engine rankings.
Dirxion’s goal is to stay true to your print, while taking full advantage of the web’s resources. With our straightforward approach to SEO, you can give your readers the rich, heightened experience of a digital edition that also works to increase engagement and online readership.
We are thrilled to tell you we’ve built a new Facebook App solution in response to the growing number of retailers that are using social networking to do what they do best: compel people to buy.
Social networks like Facebook, which has more than 350 million users worldwide, are becoming an increasingly important hub for brand marketers. For many retailers, the catalog is the essence of their company’s image. So why not make it a focal point in your social media campaigns?
Using Dirxion’s new Facebook app, you can easily embed your digital catalog into your Fan Page, giving your audience that same compelling, branded experience in yet another place. By enabling your audience to interact with your brand and shop directly within Facebook you have a dynamite recipe for social success.
The Digital Catalog Facebook App
…reaches more shoppers
…finds new ways to promote your brand
…gives your fans an incentive to keep coming back
…creates more two-way interaction
…creates another level of transparency
…is a cost effective marketing platform
…adds rich multimedia and branding to your fan page
…grows your catalog audience
…deepens your brand loyalty
Click here and give Dollar General’s Facebook App a test run on our Fan Page now!
Note: Internet Explorer users may be required to log in to Facebook in order to run the application
The holiday season is already here. It’s time to call up loved ones for gift ideas and begin combing the Sunday papers for the best deals. Wait. This year when I say “call up loved ones,” I actually mean go to their Facebook page, and by “Sunday paper” I mean Twitter.
The graph below shows the results from eMarketer.com’s study on social media use this holiday season.
– 27% of online shoppers will use social networks for gift ideas. According to eMarketer
– 45% will “use social networks to research items, compare prices and look for offers.” According to eMarketer
– 17% of all Christmas shoppers will use social media to aid their efforts in one way or another this holiday season. According to Deloitte
Since last holiday season, networking giants Twitter and Facebook have been consistently proving their promotional value to businesses. In the last 12 months, their power to share information in real-time has substantiated them as the fastest and most cost effective way for retailers to connect with potential customers. With the majority of people planning to use social media this holiday season to find discounts, coupons and sale information, I’d expect to see many creative social media-driven promotions this holiday season.
Over a short period of time, sites like Facebook and Twitter have grown from messaging tools between friends into widely adopted means of self-promotion, advertising, and interaction. Most recently, the growing popularity of sharing useful information through these networks has caused a shift in the way the internet is being used, blurring the lines between its informational and social atmosphere.
As of last week that gray area got a little grayer. Microsoft announced that they struck deals with the two social networking giants to start integrating real time search results that will come directly from Twitter and Facebook users but will be listed within the Bing search engine results. Google also announced that they cut a similar deal with Twitter and would soon be launching a whole new search tool called ‘Social Search’. So it appears that now the influence of your tweets and updates will expand beyond just their narrow social circles.
This all came about as increasing amounts of traffic to websites were coming from Facebook and Twitter, taking some potential business away from search engines. The search engines, rather than compete, realized that when people are seeking information they are finding that content is often more relevant when it comes from someone within their sphere of influence online and not a mysterious and complex algorithm. Also, social search is predominantly based on recency because more times than not the most recent information is also the most pertinent.
What does this mean for publishers? There are larger marketing opportunities in growing your online social circle and actively participating within it. This is also important because for the first time these new forms of search are giving you some control over being found. Instead of solely being bound by the strict rules of search engine optimization and highly competitive keywords, now by making regular use of Twitter and Facebook you are vicariously using search engines to reach an even larger audience. The more social you become with your marketing, the more traffic directed through your links.
At Dirxion, we like to think that we have our finger on the pulse. We cashed out with Bernie Madoff like 2 years ago. In 2003, we popped our collars at least a month before everyone else caught on. Not the best examples, but it makes my point about us having some foresight. We not too long ago introduced our social sharing feature aimed at our customers with digital catalogs, travel guides and magazines. Without fail, a study recently came out from the E-tailing Group, Inc and it proved us right again.
The report states that 83% of consumers who shop online are keen to the notion of sharing their potential purchases with their Facebook and Twitter friends. On top of that, 67% admit that they end up spending more money online if they receive their social networking friends’ seal of approval.
Also discovered through this study:
62% of online shoppers are more likely to return to a retail website that offers social tools.
Twice as many shoppers say they prefer the recommendations of their friends in social communities rather than that of the retailers.
41% of people say they would be interested in being a part of online communities that share information about shopping and their favorite products.
Social networks are continually proving to be a valuable business resource. If you aren’t using these sites for all their marketing capabilities you could be missing out on some potential revenue. So here’s an idea … publish a digital edition of your publication. Use the social media features to circulate it to your customers, and then let your customers start circulating it for you. That’s working smart.