Social Media Got Your Pants on the Ground?

January 23rd, 2010

“…pants on the ground, pants on the ground, looking like a fool with your pants on the ground…”

Last week, I went to the Social Media Breakfast expecting to be an attendee. Due to a speaker cancellation, I ended up being on the panel. The topic was “Snake Oil Salesman or Social Media Expert.” With Trivera’s production of last summer’s Social Media University – Milwaukee putting us on the radar screen as local Social Media gurus (or Snake Oil Salesmen), I was a logical candidate.

The discussion moved to a point where the final answer was going to hinge on whether a Return on Investment could be demonstrated for a Social Media program. The issue became the difficulty of calculating an ROI down to a meaningful and accurate number.

Tallying the “R” is the easy part. Tools exist to allow you to measure hits, monitor click throughs, calculate conversions, and figure out the impact of Social Media sites on your top line revenue. Small and large companies alike are already trumpeting specific revenue success directly attributable to Social Media initiatives.

It’s calculating the “I” that’s the sticky wicket.

Social Media tools are often touted as being “free.” Creating a blog, a Twitter account, a Facebook fan page or a LinkedIn profile can cost nothing. You can hire a company to create and administer a more robust Social Media presence, build a Facebook application, use tools like Radian6 or SM2 to monitor your brand buzz or create and distribute press releases using Pitchengine. While that will cost money, that outlay comes with hard numbers you can add to your equation. The part of this that drifts into the haze is the value of the time and effort that it takes to create and develop the relationships that will make Social Media campaigns successful. How do you count the cost in dollars for a company’s CEO to write blog on a Saturday, a small business owner’s dozens of Tweets during and after business hours, a salesman’s participation in a LinkedIn discussion, a marketing director’s evaluation of the growth of numbers of fans and followers, or a Customer Service Representative’s ongoing discussions in a community site engaging with fans of their brand or defending it against detractors?

Without that hard number on the investment side, accurately calculating the ROI on Social Media is nearly impossible. So does that mean there IS no ROI? My friend Augie Ray responds to that that question with this great quote (one that he isn’t even sure where it came from): “I’m not sure what the ROI is for putting on pants in the morning, but I do know I can’t conduct business without them! “

So it is with Social Media. Many, maybe even most companies, can prove no real quantifiable ROI. But they do know that they’re doing more business with it than they would without it.

Unfortunately, a successful Social Media program takes more effort than just putting on your pants. A Twitter account that consists of a tweet a week with no real engagement is like doing business in your boxers. A blog that hasn’t been updated in months is like leaving your Levi’s in the dryer. A LinkedIn profile without interaction, participation, or status updates is akin to walking out the door without your Dockers. A Facebook fan page with no entries, no promotion and a dozen fans is the equivalent of leaving with your Haggars in a heap on the floor.

Is there ROI in Social Media? There can be. A well developed Social Media strategy with the proper tools, patience and consistency will always have a higher ROI than one without it. Can you calculate it? Not to a decimal place.

But begin a Social Media program without them, and you could find yourself looking like…

Tom Snyder is Founder, President and CEO of Trivera Interactive, a Midwest New Media firm. Tom is a Web guy, wine snob, music junkie, Ex-Milwaukee Radio Guy, HDTV expert, and political wonk.

Snake Oil Salesman or Social Media Expert

Tags: Augie Ray, ROI, Social Media
Posted in Blog | 1 Comment »

Happy Birthday to… US!

January 15th, 2010

It was January 16, 1996. A huge blizzard had clobbered much of the Eastern half of the country, but somehow missed Milwaukee. It’s a good thing, because it would be hard to start a new business in a blizzard! And for the type of business it was going to be, that was going to be hard enough!

That was the day we opened the doors of Websight Solutions, the company that, fourteen years later, is now known as Trivera Interactive.

Internet? What the heck is THAT????

Back in January of 1996, the typical computer was a 133 Mhz Pentium with 1 Gigabyte of storage and 16 Mb of RAM. Java, Windows 95, and USB were all brand new technologies. Data was still being stored on floppy discs with a maximum capacity of 1.44 Mb. Hard core Computer users had been using phone lines to connect to other computers at blazing speeds of 14.4 or 28.8 kbps. For the few who were using it, online technology had consisted of online Bulletin Board systems in a text-only command line environment, but was beginning to migrate to closed systems like AOL, CompuServe and Prodigy.

But Netscape introduced a program called a Web browser and that changed everything. It provided users with a more graphical user interface to connect with computers that had been set up as “Web servers,” containing “Web sites.” Netscape pretty much had the browser market all to itself, as Microsoft didn’t even view the Internet as a viable market back then.

Few businesses did!

Amazon.com and Ebay were only a few months old. Yahoo, at 1 1/2 years of age, was one of the granddaddies of them all. Google wouldn’t exist for almost another two years. Here in Milwaukee, the Internet was pretty much only available from ExecPC, who was connecting the region to the Web via a single ethernet cable strung over a cubicle wall to a partner company called Inc.net. Backhoe accidents in Northern Illinois were known to take the entire city offline for days.

Objective observers knew this Internet “thing” was never going to work.

But there were a few visionaries who believed otherwise. I had been working for a software company when I was given the opportunity to be a salesman for one of those visionaries. Four months as an Internet “evangelist” brought me to the conclusion that the Web was going to change everything, but the only way to fully capitalize on it was going to be to start my own company. Fortunately, my employer was deciding to go in the direction of online gaming, and so she allowed me to take my business customers with me. With a client list already including Usinger’s and Mitchell Airport and a few appointments set up with companies like Frank Mayer and Associates, Websight Solutions opened for business that cold January morning.

A Fourteen Year Journey on the Information Superhighway

Fourteen years, five different office locations, hundreds of clients and thousands of projects later, Trivera Interactive has just moved to a new location in Menomonee Falls. We’ve been honored to help fuel the success of some our area’s finest businesses and most incredible employees.

Along the way, we’ve certainly had our challenges: a failed merger with a West Coast Web developer who didn’t share our values; the dot-com collapse that put so many companies who do what we do out of business; the most challenging small business conditions in decades; the problems that come with using technology in a field that is still in its infancy; Internet charlatans who prey on the unsuspecting and the uninformed; Spam.

We’ve seen dozens of companies like ours come and go. We’ve watched as advertising agencies, PR firms and technology companies with no experience or qualifications add “Web” to their list of offerings. We’ve been saddened to watch so many businesses and organizations make the wrong choice of Web and interactive technology vendors and suffer the consequences.

But through it all, we’ve held to our original pillars of value, service and integrity. Those values have permitted us to create and build priceless relationships with some of the region’s best companies and organizations.

Our space continues to present new challenges: what to do about Mobile Web; the exploding Social Media phenomenon ; new payment security rules that will put the future of many e-commerce sites in jeopardy.

But just as staying true to our vision has brought us to where we are today, we’ll face those challenges with those same pillars to guide us into our next 14 years. We’re grateful for what we’ve accomplished so far… but we’re just getting started.

Tom Snyder is Founder, President and CEO of Trivera Interactive, a Midwest New Media firm. Tom is a Web guy, wine snob, music junkie, Ex-Milwaukee Radio Guy, HDTV expert, and political wonk.

Posted in Blog | 1 Comment »

12 Interactive Marketing Resolutions for the New Year

December 27th, 2009

by Chris Remington

Here are 12 things to think about as you take your interactive marketing to the next level in 2010:

Have a plan – Yes, there are many tentacles to the interactive marketing beast, but with a well-crafted strategic plan it can be tamed. Start small if you must, but the important thing is to have a plan, execute it, and refine it over time.

Analytics are your friend – WebTrends, Omniture or Google Analytics; no matter which one you use (you do have analytics on your site, don’t you?!) take time to mine for the nuggets of information they offer about your site, your customers and how they consume your interactive content. Use this to power your plan (see H above).

Pretend you are your customer – You are too close to your product(s) and your industry. Think like your customer would think. Knowing what they would call your product(s), how they would search for it on a search engine, and where they gather online to converse about it, will help you massage and finesse your web content so it speaks to them in their language.

Performance indicators are key – What are the top two or three goals of your website and interactive marketing strategy? Customer engagement? Brand awareness? eCommerce transactions? Lead generation? Pick your goals, ensure you can monitor and track them, tailor content to achieve them, and track the effectiveness of your actions.

You can do it – While others would argue the fact, interactive marketing is not rocket science. It is still about the 4 P’s from Marketing 101 – product, place, price and promotion. Smart online marketing is no different than smart offline marketing. Research, plan, execute, monitor, refine. Repeat. Know the limitations and aspirations of your internal team as they relate to your interactive marketing efforts. Empower them. Empower yourself. You and your team know your strategy best. Go for it. Hire outside help when (if) needed.

Not doing anything still has a cost – Yes, the website you built and paid for in 2003 still functions, but does it still work? A website with old or static content and a tired look sends a message that you are complacent, not innovative, and don’t care to engage your customers. Can you really afford to NOT spend money on your interactive strategy?

Embrace change – See N above. Research to see if your customers (and your internal team) have an appetite for consuming your web content in video form, on mobile devices or via Social Media. Don’t change for change sake, but if your customers and industry are ‘going there’ you should too. With a plan, of course (see H above).

Web-enable content – See E above. Your website can likely streamline workflows and improve customer service with only minor enhancements. Would product installation videos on your site reduce customer service calls? Would a password protected media room enable your customers, dealers or distributors to download their own sell sheets, logos or ad templates? If so, web-enable this content and free up your marketing support team to pursue more important projects.

YouTube? Twitter? Facebook? – Social Media is all the rage. Make sure you are ready to embrace it. If a goal of your Social Media presence is to drive traffic to your website, ensure the site is rock-solid first. If the answers are yes when you ask yourself if your website content is compelling, if it is up-to-date, if it is user-friendly, and if there is no doubt about the site’s call(s) to action, they you are ready to develop a Social Media strategy. Think of your website as the bull’s-eye of a target – only when the bull’s-eye is rock-solid should you venture to the next ring of Social Media.

Engage your audience – Your customers are talking about you online. How good of a job does your site do to encourage and facilitate that conversation? Do you know where else these conversations are occurring online? If not, learn. If so, what value are you bringing? Recognize and thank those who talk positively about you. Reach out to the naysayers and turn their lemons into lemonade. You will be viewed as someone who cares and ‘gets’ the new transparent world where your customers, not you, are in control of your brand.

Authority, Relevance, Popularity – These are three things that search engines consider when ranking your site. Look at your website content and interactive strategy through these lenses and if what you are doing shows search engines (and the consumers who use them) that you are an authority, your content is on the mark and others find it useful, you are on your way to better rankings and more traffic. If your interactive marketing efforts aren’t enhancing your authority, relevant, or positioning you as a popular player in your space, don’t do them.

ROI – The great thing about interactive marketing is it is quantifiable and measureable. Return on investment is easy to analyze. Assign action items to your interactive marketing strategy like obtaining more leads, increasing eCommerce transactions or reducing customer service calls. Measure, adjust and measure again. Repeat. The important thing is to have a plan, make the investment (see N above) and monitor the effectiveness.

——————-

Chris Remington is an account executive for Trivera Interactive. Trivera specializes on Online Brand Management for companies and organization that understand and appreciate the power of the Internet and Social Media to re-inforce their brand. In addition to helping Trivera clients, Chris also speaks at local business events, and teaches at the University of Phoenix.

Tags: Brand Re-enforcement, Chris Remington, Milwaukee, Search Engine Optimization, Social Media, Web design, web development, Web site design, Web site development
Posted in Blog | 1 Comment »

Out with Old, In with the New

December 27th, 2009

It’s been said “Don’t look back, unless that’s where you’re headed.” But I hope you’ll accept my apology as we take a look at the adventure that was 2009 one last time before we launch into an exciting new year.

One year ago, my wife/business partner predicted that something big was going to happen this year. We had no idea at the time, but she was definitely right.

A big story of the year was the economy. As budgets were cut and some companies even went out of business, Trivera committed to keeping our staff intact, a move that enabled us to superserve existing clients, but also helped us gain the confidence of a large list of new ones. New to our staff this year was a great addition: account manager Chris Remington, who has also added “Trivera blogger” to his duties with a great end of year contribution.

Major new Web projects for existing clients Mitchell Airport, Usinger’s, Halquist Stone, Zach Builders and Nuemann Development worked their way through our pipeline this year. We also worked with long time partner ClearVerve Marketing to implement a re-design of their site. Frank Mayer and Associates, Mustela USA and ATL continued aggressive Search Engine Optimization programs with us.

But new clients represented the lion’s share of our traditional Web business in 2009. Among the clients who were able to experience the joy of working with Trivera for the first time: Frabill Manufacturing, Strattec Security, Sellars, Vaportek, US Peacekeeper Products, Renewable Energy Solutions, Chemrite Copac, Breckenridge Landscape, SoHoBizTube, Amici’s Restaurant, JailHouse Restaurant, Deductive Energy, Studio 5-D, Western Racket and Fitness, Fresh Coast Partners, and South Shore Dentists.

We also began a great partnership with Chicago agency TargetCom, which resulted in projects for US Cellular and Kellogg School of Management.

But the huge story of the year was the emergence of Social Media as a powerful tool in brand strategies. Our Social Media University – Milwaukee event in July drew nearly 400 people to the Italian Community Center for a day of hands-on learning. As a result of that event, Trivera has helped dozens of businesses create their Social Media program, and several of them have contracted us for more significant ongoing SM implementation. Those include Mitchell Airport and two major political campaigns. The event, our ongoing work and a dozen speaking engagements by Trivera staffers has launched Trivera into the media spotlight as an authority on Web 2.0. And the power of Social Media manifested itself in a big way by creating dozens of new collaborative partnerships with other businesses in our space.

As you can see, 2009 has been a year worth looking back at. But as we wrap up a solid year, we look forward in anticipation to an even better 2010. Our move back to a historic building in Menomonee Falls will give us an infusion of great creative energy. A large project with a national brand through our partnership with TargetCom is slated to begin in first quarter. Several other big projects with companies whose names you’ll recognize should fall in line in January. And we we begin our first major collaborative relationship with Hartman Design, a neighbor in our new space, in serving new client Regalware.

And we’re planning on an even bigger and better sequel to Social Media University – Milwaukee in March.

So with seatbelts and tray tables in their upright and locked positions, we’re ready for takeoff. We hope you’ll grab a seat with us as we wish both you and ourselves a shamelessly successful New year!

Tags: @triveraguy, Brand Re-enforcement, Chris Remington, Milwaukee, Search Engine Management, Search Engine Optimization, strategy, Trivera, Web 2.0, Web design, web development, Web site design, Web site development
Posted in Blog | Comments Off

Trivera’s Tom Snyder Maintains High Profile by Speaking at Several Industry Events

December 24th, 2009

In addition to running the day to day operations Milwaukee’s Trivera Interactive, founder and CEO Tom Snyder has recently also been tapped by a plethora local businesses and organizations as a speaker.

Here is a list of just some of the presentations Tom has given in the past few months:

The What, Where and Who of Your Brand on Social Media – NonBox Winter Marketing Summit.
Optimizing and Integrating Social Media into Your PR Campaign – Milwaukee Likemind
Your Web fitness Checklist – Metropolitan Builders Association
Web Marketing – MBA Business Management Symposium
Web 2.0 and Your Business – Milwaukee Education and Training Organization

If you’d like to have Tom speak at your event contact us at 262-250-9400 or

Posted in Infocenter | Comments Off

Trivera’s Tom Snyder now contributor to SohoBizTube

December 24th, 2009

You can now read Trivera Founder and CEO Tom Snyder’s informative and opinionated writings at SohoBiztube. Tom has been asked by that publication to contribute an article every month on Web best practices for business.

SohoBizTube magazine features articles from and profiles about entrepreneurs and business leaders. The online version is a social-media powered portal that facilitates brand spokespeople to network and promote their brands.

The inaugural articles were a three part series on selecting the right Web services vendor. Tom has also written articles there on email marketing and Social Media. In addition to the articles appearing online at sohobiztube.com, the articles appear in the printed version, available for free from local businesses and newstands around the Metropolitan Milwaukee area (including Trivera).

Tom’s articles can be viewed here:

Posted in Infocenter | Comments Off

Trivera Moving Back to the Falls

October 27th, 2009

After 5 years in the Fountain Square Business Center in Germantown, Trivera Interactive is moving to Menomonee Falls. The 13 year old Wisconsin Web site development, Email marketing and Social Media consulting firm is moving from their current office space to the top floor of a 119 year old historic landmark. Effective January 1, 2010, Trivera’s new home will be the Schlafer and Huebner Mill Building, erected in 1891 on the bank of the Menomonee River in downtown Menomonee Falls.

Trivera founder Tom Snyder says “Having been raised in the Falls, I’ve always had a love for that building. And when space became available with our current lease ending, I couldn’t turn down the opportunity to move our business there.”

Said Snyder, “These old buildings have such character they just radiate creative energy. Milwaukee’s Third Ward is replete with firms in our space that occupy similar buildings. We love the concept, but didn’t want the daily downtown commute.”

The new office is actually two floors tall with a high ceiling, rustic wooden beams and a loft that overlooks the conference room, reception area, production and sales areas. Snyder’s office will occupy the loft. Large windows provide lots of natural light as well as views of Menomonee Falls’ signature waterfall in the heart of the village and Lime Kiln park.

Although Trivera has spent the last 5 years in Germantown, they are no strangers to Menomonee Falls. After a few years in a basement in Butler, they moved to the Falls Business Park on Hampton and Lilly Rd in 1998. Further growth spurred by the dot com boom, and acquisition by a West Coast firm required a move to larger office in the same park. After 6 years there, and the unwinding of the acquisition to return the company to Snyder’s ownership, Trivera moved to their current location on Rivercrest Drive, just North of the Germantown and Menomonee Falls border.

Snyder recounts: “It’s sad to leave the space we’ve been in. With thousands of cars driving by the freeway right outside our front door, we’ve had tons of visibility. Everyone knows the blue fountain next to my office. The building owners, JBJ Properties, did an awesome job creating a productive workspace for us. And we’ll miss our patio out back. Some lucky business will grab that space quickly.”

But Snyder only looks back briefly. “As one of the region’s oldest and most respected Web firms, our vision has always been forward looking, so we’re excited about the change and a new 5 year commitment to our future, the relationships we have with dozens of existing clients and the new ones we are about to build.”

A photo gallery of the new space as construction continues can be seen at http://www.trivera.com/newspace

The new address as of January 1, will be N88 W16447 Main St Suite 400, Menomonee Falls, WI 53051-2891. The phone number, 262-250-9400, will remain the same.

——————————————–

Trivera Interactive is an online brand management firm that uses Web and Interactive technologies to help their clients reinforce their brand with their customers, communities and media. For more information, contact, Tom Snyder at 262-250-9400.

Tags: Milwaukee, Social Media, Trivera, Web 2.0, Web design, web development, Web site design, Web site development
Posted in Infocenter | Comments Off

Trivera Changes the Game for Social Media

July 28th, 2009

Posted by Tom Snyder

We’re pumped!

All Summer, our efforts have been focused on producing Social Media University – Milwaukee at the Italian Conference Center tomorrow. When we told you about it in our last newsletter, we had no idea what it was going to become. It was when we ran into one of our speakers at an event the other night and she said: “You guys need to know how much THIS event has raised the bar,” that we realized we’re about to put on an event that will change the face of business in Milwaukee.

Our goal was simply to educate the market on Social Media. What we’ve ended up with is arguably the largest, most powerful collaborative Web and business effort in recent memory. We’ve brought together all of Milwaukee’s most talented and knowledgeable Web and Marketing professionals to help us present Social Media knowledge to an audience of over 350 of Wisconsin’s most influential business decision makers – From Fortune 500’s to small businesses. Manufacturers, Retailers, Health Care organizations, Non-profits. You’d be amazed at the names. I know we are.

Everyone is clamoring to be a part of it. Sponsors include SouthWest Airlines, Best Buy, Time Warner Cable, C2 Graphics Productivity Solutions and a half dozen others.

We have a full day of great information from great speakers, including the CEO of Blinds.com who will tell how he turned an investment of $3000 to start a business in his garage into a $50 million a year Web powerhouse using Web and Social Media best practices. Twitter, Facebook, YouTube, LinkedIn, Media, Marketing and SEO experts will be on hand to teach. A panel of local businesses who are using Social Media to fuel success in a down economy will share their tips and tricks. And the day ends with a networking event, and further opportunity to learn from the speakers.

The Social Media Train is leaving the station tomorrow and headed for success.

If you’re already registered, congratulations! We’ll see you there.

If you’re not, we have re-arranged our seating to make room for last minute registrants. Get your ticket today!

Tom Snyder is Founder, President and CEO of Trivera Interactive, a Midwest New Media firm. Tom is a Web guy, wine snob, music junkie, Ex-Milwaukee Radio Guy, HDTV expert, and political wonk.

Posted in Blog | Comments Off

Trivera presents: Social Media University – Milwaukee

June 18th, 2009

It’s all just crazy. People are twittering about where they’re going to dinner. Or arguing about politics on Facebook. Blogging about their hobbies. Exchanging resumes on Linkedin. Some are even tweeting about the blog they posted on their Facebook profile about a YouTube video someone told them about on LinkedIn!

Social media is taking over the landscape. And as detractors and cynics are quick to point out, much of it is mindless chatter. It seems like it’s all just fun and games. And that’s what it is until someone finds a way to use it to help their business or improve their brand.

But that’s exactly what’s happening. Real companies are uncovering and leveraging real business opportunities using social media. Matter of fact it’s happening so fast and growing so quickly that every day you allow skepticism, caution or fear to keep you from exploring and taking advantage of it, you are hurting your company.

But while it’s important to start using Social Media, it’s even more important to use the RIGHT Social Media, and use it correctly and appropriately for your business. That takes developing a strategy, determining the proper tactics, and then using the proper tools.

And so that’s why Trivera Interactive is producing a full day hands-on learning event to help you do just that! It’s called Social Media University – Milwaukee, and it’s happening on July 29th at the Italian Conference Center. The event includes seminars, breakout sessions and a panel discussion to explore every element of social media. Strategy, tactics, tools will all be covered from wide range of speakers…educators, consultants and real business people, both local and national.

Trivera Founder and CEO Tom Snyder will begin the day with an overview on Social Media, how it began, how it works, and how it will change how you do business. The session will touch enough on the various aspects of it all to help you determine which of the breakout sessions will be of greatest value to you and the other members of your staff you’ll be bringing along with you.

We’ll wrap up with Jay Steinfeld, CEO of Blinds.com who will tell the story of how he has used Web 1.0 and Social Media to turn a small window treatment business into a $50 million dollar a year business. In between, Augie Ray, Katie Felten, Sara Meaney, Blake Samic and a half dozen others will educate, inform and entertain as they show you how turn Web2.0 into a powerful business platform.

We’ll provide wi-fi so you can bring your laptop for the hands-on sessions, and even participate in several social media activities that will be going on during the event, including using Twitter to find out who will have the best specials for you during the lunch break.

Following the event, our friends at Corporate Identity Solutions will be throwing a Tweetup (in the old days they were called post event networking get togethers), where you’ll be able to make connections, and share your new found knowledge and hob nob with the speakers.

What you’ll discover is that Social Media can be BOTH fun and games, as well as a powerful business tool. And you’ll end the day armed with enough information to start putting it to work for you. Seating is limited and we expect the event to sell out, so register today, before you have to Tweet that you missed the most important business event this year.

Posted in Infocenter | Comments Off

VisitorPanel

TriveraPoll

What is your most important source of trustworthy product information?

TriveraNewsletter

	SIGN ME UP!
	Get our RSS feed

NeedsAssessment

Trivera's expert staff of consultants is available to meet with you to discuss your needs and propose a plan of action.

(read more..)