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weber media partners: spring 10

Dear Colleague:

September has been very busy for Weber Media Partners, a sign that the economy is starting to improve. Our clients came back from summer vacation with enthusiasm and some exciting new projects.

New projects include a video series for interior designers, a LinkedIn campaign targeted to Cape Cod employers and software demos for a facility management company. Our passion for marketing, especially for social media marketing, is poured into each project, from strategy to delivery, delivering great results. See the Boston Harbor Islands project profile in this newsletter for one example.

Let us know if we can help you with your next marketing challenge.

Regards,

Best,
Catherine

Location-Based Marketing - Foursquare

foursquare check in here

When recruiting models for its holiday season ads, Gap didn't look for runway stars - it looked to social media stars. Ad Age reports that the retailer has enlisted Foursquare founders Dennis Crowley and Naveen Selvadurai to appear in its print ads - the latest high-profile partnership for this year's social media "it" company.

This modeling gig is the latest sign of Foursquare's growing importance to marketers. Back in June, Weber Media Partners blogged about how businesses can use the location-based social network/game to attract and reward customers. Since then, Facebook introduced "Places," its own location feature. So far it is only available for iPhone \ users, with plans to expand to other smartphones and computers soon. With the ubiquity of Facebook, Places could help bring location tagging even further into the mainstream.

But what does location-based social networking mean for your business? We think it offers you another great way to build relationships with your current and future customers. Starbucks rewards its most loyal visitors on Foursquare with special deals, while the History Channel expands its educational mission by serving quick history lessons related to nearby landmarks.

Local businesses are also getting on board with Foursquare. Check in anywhere within a certain distance of Boston's fashion center, Newbury Street, and you'll see an entire lists of specials offered by stores on the street. Simply show the cashier your phone at either of the designer consignment chain Second Time Around's two Newbury locations, and you'll receive 20% off your purchase.

So what can you do now to get started on Foursquare? If you are a smartphone user, sign up for yourself and join the game. Getting involved is the best way to keep track of the latest trends in location marketing, not to mention the fact that Foursquare is another fun way to connect with friends and explore your city. Make sure you also claim you business' location on Foursquare, and add tags to help users learn about your business.

If you've decided to try Foursquare for your business, or you want to discuss how this hot new network can fit into your social media marketing plan, Weber Media Partners can help. We are excited about the potential of location-based marketing, and we hope you are, too!

Popular Posts from our Blog, Impressions through Media

Upcoming Events

2010 Boston Fundraising Summit
September 29, 2010
8:00 AM to 9:15 AM
Boston, MA

Marketing Optimization Summit eMetrics Summit
October 3-7, 2010
Washington, DC

BlogWorld New Media Expo 2010 Largest Social Media Expo
October 14-16, 2010
Las Vegas, NV

Digital East 2010
October 18, 2010
Tysons Corner, VA

MarketingSherpa's 7th Annual B2B Marketing Summit 2010
October 25-26, 2010
Boston, MA

The Benefits of a Combined SEO and Social Media Strategy
November 17, 2010
Rocky Hill, CT



Featured Project:
Easy Trip Planning with Boston Harbor Islands new website

Boston Harbor Islands

Managers of Boston Harbor Islands national park asked Weber Media Partners for help to renew the park's web presence, thus improving visitors' experience before, during and after a park visit. The national park competes with some well-known tourist destinations and hopes to attract a larger audience.

To increase visitors during their peak tourist season, Weber Media Partners identified several objectives for the project:

  1. Heighten awareness about recreational and learning opportunities for school trips, family outings, boating, camping and a myriad of other activities;
  2. Present trip planning information for ease of use;
  3. Help users make decisions about their visit through an intuitive process;
  4. Develop ways for visitors to engage in community and stay in touch after their visit.

At Weber Media Partners, we believe that the first order of business is to understand the client's audience and how to best serve them. We also learn from similar organizations, benchmarking best practices and choosing the cream of the crop.

Building on work done by IDEO regarding the entire park visitor experience, we identified the need for a robust trip planning tool that matches five unique audiences to appropriate activities and destination within the park. Using Drupal open source CMS, Quickbase DB and Flash for the trip planning tool, we built a site that is easy to use, with all of the complexity behind the scenes. A mobile version of the home page helps smart phone users navigate through the website while in route and at the park. The site launched in May 2010, at the start of the summer season.

With its launch, site visitation increased dramatically as did the island's visitation, not only in May but throughout the season. Boston Harbor Islands Park Superintendent Bruce Jacobson was pleased with the results.

"As reported previously, ferry ridership is up about 35% over last year. The same is true for visits to the park website! There were 142,936 visits to bostonharborislands.org during May, June, and July, 2010. And people are looking at more on our revised site, viewing 4.93 pages per visit (compared to 3.39/visit in 2009)."

By season's end, we began the process of making small enhancements based on user feedback. For instance, we created a news crawl on the home page so users don't have to navigate for top news and information. We also added social sharing to the calendar section and integrated Facebook into pages for cross promotion. The metrics proved Weber Media Partner's strategic approach and deep knowledge of their objectives proved to meet the client's goals to increase awareness and visitor traffic to the islands for the 2010 season. As an added bonus, the new site's CMS enabled Boston Harbor Islands to independently maintain their site.


Visit Weber Media Partners in Many Locations

Weber Media Partners
508-303-3604
webermediapartners.com
impressionsthroughmedia.com
facebook.com/webermedia
twitter.com/webermedia
youtube.com/webermedia


Tip from
Weber Media Partners

Starting Tuesday, September 14, Twitter began a two-week roll-out of a new version of Twitter.com, complete with fantastic new features. Now Twitter users can view images and watch videos without leaving the site, and view detailed profiles of fellow members right from their feed. For more details, check out this new Twitter video.


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