Big Ideas About Big Data: How Do You Use it?

Seems simple enough? I mean how can two little words mean much more than, right? Wrong. 

Gil Press contributed this piece on 12 different definitions of big data only a few short months ago, and I'm certain more definitions than I can count have developed since then and floated around the offices of IT departments, marketing departments and CEOs. I like the simple and practical perspective provided by Hilary Mason, founder of Fast Forward Labs, on this complex concept: "Big data is just the ability to gather information and query it in such a way that we are able to learn things about the world that were previously inaccessible to us." 

Let's accept Mason's definition and look toward what other thought leaders think about using big data: 

1. "Data really powers everything that we do." – Jeff Weiner, chief executive of LinkedIn

2. "The goal is to turn data into information and information into insight." – Carly Fiorina, former chief executive of Hewlett-Packard 

3. “I keep saying that the sexy job in the next 10 years will be statisticians, and I’m not kidding.” – Hal Varian, chief economist at Google

4. “Hiding within those mounds of data is knowledge that could change the life of a patient or change the world.” – Atul Butte, Stanford

5. “Without big data, you are blind and deaf in the middle of a freeway.” – Geoffrey Moore, management consultant and theorist

6. “I’ve come across several people that are collecting data just to collect because at some point in the future they might be able to get some valuable information out of it. The question is: is it worth doing that? Is it worth keeping that data and for how long? … You can’t just store data forever. It’s not free to do, and it’s a compounding problem.” – Dave McCrory, SVP at Warner Music Group

7. “Data is the new science. Big Data holds the answers.” – Pat Gelsinger, COO of EMC

8. “Not everything that can be counted counts, and not everything that counts can be counted.” – William Bruce Cameron, American humor columnist

9. “If we have data, let’s take a look at data. If all we have are opinions, let’s go with mine.” – Jim Barksdale, former CEO for Netscape 

So what's your definition of big data and how do you use it? Tell us in the comments! 

By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

Back to Basics: Three Tips to Make Direct Marketing Work for Your Brand

So you think direct mail is dead, huh? Think again! 

Direct Marketing Association found that the response rate for direct mail to an existing customer averages 3.4%. 

Epsilon found that 50% of U.S. consumers prefer direct mail to email. 

And Target Marketing found that direct mail has the highest rate of success in new customer acquisition at 34%. 

An effective direct mail piece walks your brand, your products and your services into your prospects' homes and you become the topic of conversation around the dinner table. Professional, personalized and compelling direct marketing packages coupled with targeted consumer data will open the door for you; the quality of your products and services will close that door on your way out of a successful sale.

























Check out these three tips to having a successful direct marketing campaign: 

Use a list that best fits your needs. Use multiple data files to identify your prospects by age, income, zip code criteria and other important selects. What about your markets should you consider? What lifestyle choices of your prospects will make a difference when narrowing your target? Work with a list database expert to ensure you have the right list. 

Create a professional, personalized and compelling mail piece. This isn't the time to mail our your company brochure. Your direct mail piece should have a strong offer and a strong call to action as well. Your brand's brochure allows it the opportunity to inform, but its direct mail pieces should ask for specific action. Give your prospects multiple ways to respond to increase your chances of that action. A marketing services expert can provide you with copy and design services to ensure your message invokes the response you seek. 

Manage your responses. While you can't anticipate the exact number of responses you will receive, you can plan ahead so you can manage those responses swiftly and effectively. This will depend on the action you identify in your messaging. Are you asking prospects to email you for more information? If so, have that information ready to send and/or discuss. Are you asking prospects to call in and discuss a particular product or service? If so, train the team who will field those calls on what types of questions to expect and how to answer them. Are you asking prospects to visit a landing page and download something? If so, make sure the messaging of that deliverable matches the direct mail piece and that the link is functional and accessible. 

What other tips should you consider when launching a direct mail campaign? Tell us in the comments! 

By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

This 30 Day Challenge Is Just What Your Social Media Needs

Yes, it can be a struggle to come up with interesting content to post across your brand's social media accounts each day. How do you deal with that struggle? Why not try this 30 day challenge?

See this link for a larger version of the infographic. 

By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

Employee Appreciation Day is March 6th: Let's Show Some Love

Friday, March 6th is the 20th anniversary of Employee Appreciation Day. (Insert applause box here. What? You don't have an applause box? Get one here.) 

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Bob Nelson, the creator of this holiday, says that appreciation from your managers "should be a daily thing. Not every person every day, but every day a manager should do something for somebody to show appreciation." I think we can all agree that recognition means a lot, especially from those who conduct our annual performance reviews and sign our checks. As we wait for the love/flowers/gift cards/etc to roll in tomorrow, here are some ways you can show your fellow employees that you appreciate them: (managers aren't the only ones who can dole out the compliments) 

1. Send your colleague a video. I don't know anyone who can deny the cuteness of kitties. And I definitely don't know anyone who wouldn't appreciate a video full of kitty cuteness to brighten her day and to say thank you for her hard work. I'm sure there are other videos you can send, but go with the kitties in this one; it's a sure bet. 

2. Use the iAppreciate app. This app created by O.C. Tanner Co., a leader in human resources consulting, provides with you tools to write notes, send e-cards or create award certificates for your fellow hard-working employees. You can even create a milestone event to celebrate a colleague's contributions, successes or years of service and invite others to attend. 

3. Say thank you. When was the last time a fellow employee thanked you for your help or your contributions? Felt good, huh? Pass on that fuzzy feeling to a well-deserving colleague. Maybe someone stayed late to work on a project. Maybe he brought the team donuts last week. Maybe she handled a tough meeting with poise you couldn't dream of having. Saying thank you sure can a long way. 

4. Be the one who brings the donuts. Seriously. This is never a bad idea. Be sure to include treats for colleagues with different diets (vegan, gluten-free, etc) as well. 

5. Request a meeting with your colleagues and management team about shows of appreciation. Nelson advises management to ask employees what they believe are the best ways to show appreciation and then to "shut up and listen." By brokering that meeting, you can show your fellow employees you care about team morale and show your management team that you take initiative. 

6. Collaborate with your human resources department on celebration ideas. Have a great idea for a last minute way to celebrate? Have something you'd like to see implemented for next year? Reach out to human resources and offer your ideas. Be a voice for your fellow employees and they'll appreciate your efforts. 

What ideas would you add to this list? Let us know in the comments or on our social media! 

By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

Modern Office Definition Evolves; TPS Reports Still Excluded

Modern offices...

...include "an office space without barriers that can also be private."
...include workspaces and technology that "need to reflect that increased desire for flexibility."
...should "enable collaboration without sacrificing a worker’s ability to really focus on the job at hand."

With clearly a plethora of ideas as to what a modern office should look like, feel like, include and exclude, we shouldn't expect a single, solid definition any time soon. And why would we? The one aspect we can most likely agree upon is that the definition is ever-evolving; what is modern today will be passé tomorrow. Maintaining cutting edge status is critical to the success of a business and its ability to attract the most qualified new talent. 

As we continue to refine and evolve the definition and reputation of a modern office, here are a few simple ideas to consider: 

1. A modern office should have options. Not everyone can be productive and creative in the same type of space, with the same types of technology and sitting in the same type of chair. We also all learn, communicate and schedule our workloads differently. A modern office should accommodate such things. Standing desks, laptops, exercise balls as chairs and flexible work schedules are just a few things that provide much needed (and much appreciated) options. Also, keeping meetings under 30 minutes, allowing team members to call in to meetings or view them via web conference and providing various types of consistent professional development opportunities show team members that their needs and differences have been considered. 

2. A modern office should inspire its team members. We spend a lot of time at work. A lot. And no one wants to spend all that time in a lifeless cubicle maze reminiscent of Office Space. An inspiring office doesn't have to include a slide like Google's office or a video game room like Facebook's office (although both would be nice). 

Groupon inspires with brightly painted walls and modern office furniture. 

Nike inspires with art on its walls and sleek designs throughout.

Inspiring a team is more than just what an office looks like. Modern office spaces create a culture that allows team members to connect with each other and connect with their work. Show team members that they were chosen for their positions because they have something meaningful to contribute, not because you needed a role filled. Talk with your team members about the brand's larger goals and explain how their expertise contributes. Spring for in-office chair massages each month to show your team members you care about their energy levels as well as a relaxing environment. (Every moment of the day CAN'T be focused on meeting deadlines.) Encourage team members to express their personalities in their workspaces and attire. Provide your team members with the time and space needed to complete tasks at their own pace without micromanaging. Share knowledge; don't hoard it. Oh, and have some cool gadgets like these around to liven up even the longest of days. 

(We all need to take a few moments to rest in the office from time to time, right?)

3. A modern office should have free food. Lots of it. If you work for Google, you'll never go hungry. The brand feeds its employees three times a day for free. And I don't mean square pizza, an orange and a box of chocolate milk à la elementary school. I mean a variety of dishes made from fresh, organic food from menus around the world that fit several dietary needs. 

Of course every business can't provide perks of this magnitude, but with some creative budgeting, businesses can inspire a "the team who eats together works together" mentality. Provide breakfast or lunch once a week. Have a cupboard full of healthy snacks. Pass out water and juice to help team members stay creative and productive throughout the day. Acknowledge your team members' different dietary needs and provide options. 


Ask your team members what the modern office means to them and what they think it should include. I guarantee no one will say TPS reports. 

By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

Make Your Customers Fall In Love Every Day

Oh, Valentine's Day. That doe-eyed darling of a holiday that evokes both swoons and shuns depending on how one feels about love and if one sees the day as mere commercialism. We here at RME360 are Team Swoon and have focused our social media content this week on things businesses love as a tribute to dear ol' Cupid.

Out of the many things we as a business love, our customers have planted the largest flag on our collective heart. As a consumer, don't you love when your favorite business appreciates you? When you feel valued and have no doubt that you'll receive tip-top customer service? Of course you do! We all want to spend our dollars with businesses that go above and beyond to show us that we matter to more than just their bottom lines. 

So how can we make our customers fall in love with us every day of the year? Here are some ideas. 

1. Interact with customers promptly and pleasantly on social media. 

I am Starbucks' #1 brand advocate. Well, at least in my mind I am. Besides my favorite drink there, I adore how the company interacts with its loyal fans. Here's an example: 

Nice, right? A fan felt compelled to not only pass the love for paying it forward but also to tell Starbucks about it. Within an hour (promptly), Starbucks tweeted the customer back their response (pleasantly). The company's Twitter page is full of such conversations as well as conversations with customers who are upset and Starbucks promptly and pleasantly addresses their concerns. 

Now, do I think every business has the social media team, power and presence that Starbucks does? Absolutely not. But it's easy to model your strategy around Starbucks' strategy when your business is ready to maintain a consistent connection with fans via social media. Why not learn from the best, right? 

2. Be there for your customers before, during and after their buying experiences. 

Before:

GE Capital Retail Bank's Major Purchase Shopper Study found that 81% of consumers go online to research products they are interested in before buying them. What does that mean? You need to be digitally present at the stroke of your customer's fingers. A website is a good start, but it isn't enough in 2015. Be consistently present on social media, post various types of content, including videos and images, start a blog, and use display ads as well as remarketing ads. Leave a digital trail for your customers to follow. 

During: 

Put yourself in your customer's shoes. What is excellent customer service to you? How would you want a company to earn your business and possibly a long-term connection with you? What would qualify as going above and beyond? What would inspire you to choose one business over another? Answer these questions and then do those things for your customers. 

After: 

One transaction does not equal a relationship. If you want to build a long-term connection with your customers, provide them with ongoing support. Call to check in with your customers after their purchase, provide online support chat, create multi-channel promotions targeting new customers and/or go old school and send them snail mail like thank you cards, birthday cards, etc. Recognize them as valuable to your business even after the transaction is over and they will remember you when it's time to buy again. 

3. Listen to your customers' suggestions. 

 "Wow, I wish they had..." is a phrase we've all finished with lengthy lists of our suggestions for businesses. Your prospects and customers may have that same phrase in their minds from time and time and may follow up by contacting you about their ideas. Listen to their ideas and implement them when you can. Don't be so in love with the way you do business that you ignore plausible suggestions that will satisfy customers. Starbucks has an additional Twitter profile and a website for the sole purpose of accepting such suggestions. Fans get to vote on ideas they like and get to take part in the discussion of changes with Starbucks leaders. 

4. Shine the spotlight on your customers. 

Has a customer given you an amazing testimonial? Have she said something thought provoking on social media? Does he have a success story that involves your business? Turn the spotlight over to customers with stories like these and give them the fame they deserve. You might highlight them on social media, in your newsletter or in your advertising. This will resonate not only with those customers but also with new prospects who are considering your business for their needs. 

What tips would you add to the list?

By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

Lead Generation Tips for Today's Marketing Landscape

According to findings in the B2B Content Marketing 2015: Benchmarks, Budgets, and Trends survey, lead generation is second only to brand awareness as a major goal for content marketers in 2015. But what strategies should you use? What small tasks can you accomplish each day to earn more qualified leads?

Let’s take a look at 6 ideas that can help you begin your sales cycle. 

1.      Embrace social media.

This concept isn’t rocket science, but it does mean more than just creating a Facebook page. Embracing social media to generate leads means selecting channels that your target audience uses, creating and curating content daily that works for those channels and that is compelling and relevant to your audience, developing a reputation as a thought leader in your industry and talking with your followers, not just to them. While you won’t see an immediate train of quality leads pulling into your brand’s station, you will begin to connect with those interested in your services and begin to foster relationships.

2.      Send direct mail.

Yes, you read that correctly. Direct mail may have its detractors, but don’t count it out when it comes to your lead generation strategies. HubSpot notes that 18-34 year olds prefer direct mail and that it’s an effective lead generation investment when targeting hyper-local communities. Many marketers focus solely on email to generate leads, so direct mail has more of an opportunity to stand out. Work with professionals who understand how to create the right content and who can target the right audience for your brand.

3.      Hold contests on social media.

There are several ways to hold contests on each social media channel, but for the purpose of lead generation, focus on email-gated contests. Followers will need to enter their email addresses before they can successfully enter your contest, and you can also ask for a follow or a retweet in addition to their contact information. If your contests include the submission of videos or photos, you can collect user-generated content (UGC) as well.

4.      Test and use hashtags.

In 2015, using hashtags should be a no-brainer. What some marketers tend to overlook is the need to test hashtags. Having your brand be a part of the conversation on trending topics and participating in Twitter chats are good ways to be seen as a thought leader, but as you become seen as more of an expert, you also want to create your own content and your own hashtags. Ensuring those hashtags will stick means ensuring your message will amplify its reach. 

5.      Create original content for LinkedIn.

LinkedIn is giving its members access to its long-form blog publishing privileges as a way to create a stronger community of professional insights. These blogs can be great resources for lead generation and can be posted to your company’s LinkedIn page as you further establish yourself as an expert in the industry. Create content that is helpful and interesting to your target prospects. Include a specific call-to-action to subscribe to your company blog or YouTube page and to follow your company’s social media accounts. You can also include a CTA to sign up for a webinar or download a white paper, but be careful not to leave your prospects with the feeling that they are being sold to. 

6.      Revise your strategies as needed.

Your marketing strategies are living, breathing entities; as the behavior and needs of your prospects change, so should your marketing. Measure the results of each activity regularly and revise accordingly. There is nothing about your target audience that is set in stone, so how you interact with them and earn them as leads must evolve as needed.

By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360