Using QR Codes to Enhance Your Events

The Fall 2011 issue of Meetings +Events Magazine ran an article I wrote about using QR (Quick Response) Codes to enhance the marketing and promotion of your trade show appearances or events. It is based on case studies of current work we are doing for our clients, and the success of interaction, excitement, and conversion that they can provide. This has translated into greater traffic and attendance for our clients in measurable and impactful ways. Here is the intro to the article and a link to read the rest of it:

Quick Response, or QR codes, are popping up in all sorts of places: newspapers, magazines, billboards, drink coasters and even on the walls of restrooms. What started as a simple bar code stamp to track inventory parts for the auto industry is sweeping through many other industries as a tool for marketing, advertising, promotion and sales.

Sadly, many QR codes lead to material that is not very unique and engaging of the audience; more often than not, they lead to…click here to read more!

My Apologies for the Lapse in Blogging – Real Life Interrupts Virtual Life

When you blog or post regularly on social media sites such as I do, there is an expectation from readers to have new content posted on a regular, frequent, basis. I have failed in my end of the bargain.  I hope I can be forgiven, as my reasons are fairly legitimate.  Part of the reason for my lapse was that I have been busily finishing my first book: Checking Into Foursquare - Strategies for Retail and Restaurant Marketing with Social Media, and working on my second and third books relating to QR Code Marketing and Online Reputation Management.

The remaining reason, and reason I have had a lot of time for writing is that I have gone through some pretty major heart health related issues over the past year, that has taken me out of the game for long stretches of time.  I am back and recharged (literally)and look forward to seeing if I can regain some readership and faith in my ability to provide useful relevant content going forward.

Thanks for Reading!

The Case for Social Media

I’m grateful to be included along with some of the best social media innovators in the Twin Cities in the July 2010 issue on Minnesota Business Magazine! This was a unique article as all of the interviewees were interviewed by Editor Drew Wood (@MnBizMag) via Twitter.  Here is a brief bit of the article and a link to read the rest of it on the Minnesota Business Magazine website. Enjoy!

Social media is a valuable, oft-misunderstood business tool that will demand your attention sooner or later. So whether you’re a novice looking to learn, an “expert” seeking more, or a bonafide skeptic, here’s a comprehensive look at the brand-changing medium and how it can redefine your company.

A Case Study in Colossal Failure and Moderate Redemption

According to Greenpeace, Nestle has been less than ethical lately. It turns out that the company known for its wholesome cookies has allegedly been using unsustainably harvested palm oil, which has been documented to lead to deforestation, greenhouse gas emissions and endangered species loss. Not a good thing to do, especially when Greenpeace is watching–and they always seem to be watching.

And in true Greenpeace form, they launched into a full-on, make-a-public-example-out-of-you assailment of Nestle in the most grassroots form possible: the Internet.

But before I go any further into the story, and the true failure and subsequent redemption of Nestle–no, I am not here to pass judgment on their supposed use of illicit palm oil–I should probably tell you how I know all of this. Because it’s not so much a first-hand, I’m following Nestle in the news sort of knowledge–I’m not–but the knowledge I’ve gleaned from looking at the repercussions via social media, specifically Twitter.

Now, although I did talk to a good amount of local social media thought leaders from all walks of business and communications for this story–whom you will hear from shortly–and have thus become somewhat elevated in the ways of social media by osmosis, I’m no social media expert. But that doesn’t mean I can’t tell you how Nestle’s story makes it to me, with nary a published piece to do with it.

Click here to read the rest of the article

Savvy hosts: Twin Cities restaurants embrace social media to boost loyalty – and sales

We were recently a part of a recent article by Julio Ojeda-Zapata in the St. Paul Pioneer Press about the restaurant scene in the Twin Cities.  It shows how well this market is really on the leading edge of social media and marketing for Hospitality related businesses.  Here is the start, then click the link for the full article:

A number of Twin Cities restaurants are embracing social media to increase loyalty — and sales — among fans.

Until last year, James Flinsch’s contributions at Pazzaluna were strictly IRL (that is,’in real life’ in cyberslang).

As wine steward at the popular downtown St. Paul Italian restaurant, he often rescues diners at a loss for a killer pairing. Hired as a waiter in 1999, Flinsch still whisks dishes onto tabletops with some regularity.

While on paternity leave with a lot of late-night hours on his hands, though, he glimpsed another, online role for himself at his beloved restaurant. He noted that the establishment’s management company had created a Facebook fan page

Until last year, James Flinsch’s contributions at Pazzaluna were strictly IRL (that is,’in real life’ in cyberslang).

As wine steward at the popular downtown St. Paul Italian restaurant, he often rescues diners at a loss for a killer pairing. Hired as a waiter in 1999, Flinsch still whisks dishes onto tabletops with some regularity.

While on paternity leave with a lot of late-night hours on his hands, though, he glimpsed another, online role for himself at his beloved restaurant. He noted that the establishment’s management company had created a Facebook fan page… Click Here to Read the Rest of the Article

Not “social media gurus”—they just do successful work: Twin Cities Business Magazine’s Senior Editor Gene Rebeck blogs about Sterling Cross Communications re: PR & Social Media

We met with and chatted with Gene Rebeck, the Senior Editor at Twin Cities Business Magazine, and he wrote a blog post based on our discussions. Here is the opening excerpt and a link to Gene’s blog:

Sterling Cross’s Social Studies

Chris and Mary Lower, the spouses and owners of Maple Grove-based social media and public relations agency Sterling Cross are highly regarded in the burgeoning Twin Cities social media scene. But don’t call them “social media gurus.”

It’s a term that makes them laugh and shake their heads. Such “experts” often are mid- to late-career marketing or PR types looking to latch on to the Next Big Thing. (Test the guru: Ask for case studies.)

Besides, as Chris notes, it’s not a field that you can be an expert in: It’s changing too fast and too continuously. “These experts say things like, ‘Make big money on Twitter!’” Chris says, chuckling.

The Lowers do know their social stuff. Go here to read the rest!

Using PR & Social Media to Promote Restaurants – A Case Study

At Sterling Cross Communications, we’re very proud to have been a recent case study focus by Meetings: Minnesota’s Hospitality Journal Magazine’s Winter 2010 Issue.  The Case Study covers the work we have been doing for our client moto-i, the first sake microbrewery outside of Kyoto, Japan, located in Uptown Minneapolis.   It goes into detail about the behind-the-scenes efforts that were put into place to promote this restaurant via social media channels as well as integrating media and blogger relations. Here is the article:

Sake & Social Media

Placing his trust in Sterling Cross Communications, restaurateur Blake Richardson turned to social media to market his latest venture, Moto-i sake microbrewery and restaurant.

By Ellie M. Bayrd

Nearly seven years ago, Blake Richardson, owner of the Herkimer Pub & Brewery in Minneapolis and the mind behind Triple Caff draft energy drink, fell in love with sake. Inspired by what he calls an “amazing beverage,” the beer brewer embraced the possibility of creating a sake microbrewery restaurant in Minneapolis. The labor of love took him to Japan several times, where he studied the art of sake. At the same time that Richardson was becoming enamored with the drink, he was also in a love affair with Asian cuisine like many other Americans. “The synergy between the two just came together at the right time,” he says.

The idea percolated and his studies progressed, and about two years before his restaurant idea would become a reality Richardson had a chance meeting with Chris Lower, director of marketing, public relations and social media at Sterling Cross Communications. A company touting its traditional storytelling in a modern world,Maple Grove-based Sterling Cross has embraced online marketing tools. While Richardson wasn’t really thinking about how he would market his new restaurant concept at the time, his conversation with Lower spurred him to action. “I don’t want to allude to that I wouldn’t have had a plan,” Richardson says. “But I came in contact with Sterling Cross long before that segment of my responsibilities to the marketing would have come along.”

 Click HERE to read the rest of the article

10 Quick tips to improve your Linkedin presence

At Sterling Cross Communications, we are heavily involved in Social Media on behalf of and for our clients.  A natural side-effect of this has prompted us to develop training programs for our clients on social media platforms when they are running their social media in house.  In my rounds this past year of speaking and training for social media, I am still asked the most for tips on how to improve your Linkedin experience and presence.

Here are ten quick tips to really optimize your Linkedin presence and skills:

1. Add a photo Avatar – 40% of Linkedin profiles do not have a professional photo avatar.  If you are serious about using this tool to build your brand personally or professionally, it is time to go and get a professional headshot taken. The whole success of social media is the fact that it allows you to add personality back into a sterile environment that is the web. If you have a presence on other social media platforms, make sure you use the same photo avatar to allow people to identify you, and recognize this as another reputation of your brand.  Avoid using logos (people don’t want to identify with just a logo) or too casual (the photo with a beer in hand from the last networking Happy Hour isn’t appropriate, even though you dressed up).
2. Fill out your profile 100% – It seems rudimentary, but if you have the opportunity to fill out fields of information about yourself, brand, company, business, products, or services, and have that information listed in Linkedin’s Search Engines, then why wouldn’t you?  Yes, even seek referrals. If you have performed well on behalf of a client, employer, etc. it is extremely valuable to have their recommendation.
3. Make sure Referrals & Recommendations are valid and meaningful – If I see traded recommendations, right away, there is a perception of that this is not very credible.  If you give out a recommendation, do so because you are sincere about it, not just to swap recommendations.  If you are seeking a recommendation, customize your request around a specific job skill, situation, case study, project, or client.  It will showcase those skills in a better light than just seeking a platitude laden general recommendation.
4. Optimize your profile – When deciding on language to fill out content fields on your profile, think of the key words that you wish to be found for when someone performs a search. Use those keywords in the content you write for your profile.
5. Use the Status Updates – Just like a website that has dated content, people will become disinterested in your content if it is not updated on a regular basis. If you are on Twitter, take advantage of the new Linkedin ability to sync your account and update both platforms from one tool. Another benefit of a regular update is that it keeps your content in front of your network. They can see your updates and that will keep you top of mind.
6. Leverage Applications – Linkedin allows you to add even more content to your profile, by adding applications such as Tripit, WordPress, Slideshare, and more.  Again, more content, more optimized your profile, the greater interaction you can have.
7. Groups – There are affinity groups for almost any subject on Linkedin. These groups are another great opportunity to have peer discussions, establish thought leadership, share articles, and keep plugged into a community.
8. Questions & Answers – Linked in provides forums based on topics, where individuals can post questions or answer questions that are posted. Providing insight or expertise online to help out someone in your industry goes a long way towards establishing yourself as an expert in that field. Make sure you fill out responses concisely and utilize any extra space to include links to your website, blog, or other links that can support your answer.
9. Link to your other profiles – Then benefits of linking to your other profiles on social media platforms, can help others see a broader picture of your skills and areas of expertise.  While Linkedin can show one aspect, you can link to your profile on Twitter, Facebook, Flickr, etc. to show more depth or different facets that are limited on Linkedin.
10. Actively maintain your profile – Just like a website, you don’t want information to go stagnant or become irrelevant.  Keep job titles, positions, experience, and other supporting materials relevant and current. Get the credit you deserve!

Let me know if you have any tips not on the list that should be included!