It's no secret that a variety of industries are starting to scour social media sites to get a deeper level of understanding on their target consumer.  It wasn't long ago that we had the chance to talk with KELO-TV here in Sioux Falls about social media data mining and specifically, how banks and lenders are determining loan risk based on social network findings.

The newest vertical to find value in social media data mining is debt collection agencies.  We talked with KELO-TV on a "Money Matters" segment about this trend, what consumers with debt problems need to understand, and the legality of this practice under the Fair Debt Collection Practices Act.

The design process can be a hairy one...and oftentimes, it's more difficult than it needs to be. The email exchange below is based upon actual events.  The names have been changed to protect the innocent.  Start with the first post, scroll down, and enjoy.  Thanks to Steve at BrightPlanet for sending this over.

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From: Shannon Walkley
Date: Monday 21 June 2010 9.15am
To: David Thorne
Subject: Poster

Hi

I opened the screen door yesterday and my cat got out and has been missing since then so I was wondering, if you are not too busy, if you could make a poster for me. It has to be A4 and I will photocopy it and put it around my suburb this afternoon.

This is the only photo of her that I have. She answers to the name "Missy" and is black and white and about 8 months old, She went missing on Harper Street and include my phone number.
Thanks Shan.

===================================================

From: David Thorne
Date: Monday 21 June 2010 9.26am
To: Shannon Walkley
Subject: Re: Poster

Dear Shannon,
That is shocking news.
Although I have two clients expecting completed work this afternoon, I will, of course, drop everything and do whatever it takes to facilitate the speedy return of Missy.
Regards, David.

===================================================

From: Shannon Walkley
Date: Monday 21 June 2010 9.37am
To: David Thorne
Subject: Re: Re: Poster

Thanks. I know you don't like cats but I am really worried about her. I have to leave at 1pm today.

===================================================

From: David Thorne
Date: Monday 21 June 2010 10.17am
To: Shannon Walkley
Subject: Re: Re: Re: Poster

Dear Shannon,
I never said I don't like cats. Attached poster as requested.
Regards, David.

===================================================

From: Shannon Walkley
Date: Monday 21 June 2010 10.24am
To: David Thorne
Subject: Re: Re: Re: Re: Poster

That’s not what I was looking for at all. It looks like a movie and how come the photo of Missy is so small?

===================================================

From: David Thorne
Date: Monday 21 June 2010 10.28am
To: Shannon Walkley
Subject: Re: Re: Re: Re: Poster

Dear Shannon,
It's a design thing. The cat is "lost" in the negative space.
Regards, David.

===================================================

From: Shannon Walkley
Date: Monday 21 June 2010 10.33am
To: David Thorne
Subject: Re: Re: Re: Re: Re: Poster

That's just stupid. Can you do it properly, please? I am extremely emotional over this and was up all night in tears. You seem to think this is funny. Can you make the photo bigger, fix the text and do it in color please? Thanks.

===================================================

From: David Thorne
Date: Monday 21 June 2010 10.46am
To: Shannon Walkley
Subject: Re: Re: Re: Re: Re: Re: Poster

Dear Shannon,
Having worked with designers for a few years now, I would have assumed you understood that despite our vague suggestions otherwise, we do not welcome constructive criticism. I don't come downstairs and tell you how to send text messages, log onto Facebook or look out of the window. I have amended and attached the poster as per your instructions.
Regards, David.

===================================================

From: Shannon Walkley
Date: Monday 21 June 2010 10.59am
To: David Thorne
Subject: Re: Re: Re: Re: Re: Re: Re: Poster

This is worse than the other one. Can you make it so it shows the whole photo of Missy and delete the stupid text that says "Missing Missy" off it? I just want it to say Lost.

===================================================

From: David Thorne
Date: Monday 21 June 2010 11.14am
To: Shannon Walkley
Subject: Re: Re: Re: Re: Re: Re: Re: Re: Poster



===================================================

From: Shannon Walkley
Date: Monday 21 June 2010 11.21am
To: David Thorne
Subject: Re: Re: Re: Re: Re: Re: Re: Re: Re: Poster

Can you do the poster or not? I just want a photo, the word "lost", the telephone number, when and where she was lost and her name. Not like a movie poster or anything stupid. I have to leave early today. If it was your cat I would help you. Thanks.

===================================================

From: David Thorne
Date: Monday 21 June 2010 11.32am
To: Shannon Walkley
Subject: Awww

Dear Shannon,
I don't have a cat. I once agreed to look after a friend's cat for a week but then he dropped it off at my apartment and explained the concept of kitty litter. I have attached the amended version of your poster as per your detailed instructions.
Regards, David.

===================================================

From: Shannon Walkley
Date: Monday 21 June 2010 11.47am
To: David Thorne
Subject: Re: Awww

That’s not my cat. Where did you get that picture? That cat is orange. I gave you a photo of my cat.

===================================================

From: David Thorne
Date: Monday 21 June 2010 11.58am
To: Shannon Walkley
Subject: Re: Re: Awww

I know, but this one is cute. As Missy has quite possibly met any one of several violent ends, it is possible you might get a better cat out of this. If anybody calls and says "I haven't seen your orange cat but I did find a black and white one with its hind legs run over by a car, do you want it?" you can politely decline and save yourself a costly veterinarian bill.
Regards, David.

===================================================

From: Shannon Walkley
Date: Monday 21 June 2010 12.07pm
To: David Thorne
Subject: Re: Re: Re: Awww

Please just use the photo I gave you.

===================================================

From: David Thorne
Date: Monday 21 June 2010 12.22pm
To: Shannon Walkley
Subject: Re: Re: Re: Re: Awww

===================================================

From: Shannon Walkley
Date: Monday 21 June 2010 12.34pm
To: David Thorne
Subject: Re: Re: Re: Re: Re: Awww

I didn’t say there was a reward. I dont have $2000 dollars. What did you even put that there for? Apart from that it is perfect can you please remove the reward bit. Thanks Shan.

===================================================

From: David Thorne
Date: Monday 21 June 2010 12.42pm
To: Shannon Walkley
Subject: Re: Re: Re: Re: Re: Re: Awww

===================================================

From: Shannon Walkley
Date: Monday 21 June 2010 12.51pm
To: David Thorne
Subject: Re: Re: Re: Re: Re: Re: Re: Awww

Can you just please take the "no reward" bit off altogether? I have to leave in ten minutes and I still have to make photocopies of it.

===================================================

From: David Thorne
Date: Monday 21 June 2010 12.56pm
To: Shannon Walkley
Subject: Re: Re: Re: Re: Re: Re: Re: Re: Awww

SEM v. PPC.  Many people use them interchangeably, and they really mean two different things.  Let's put this debate to bed, shall we?  Polls are open. Vote now.

Yes, this is another post about social media.  Sorry.  But this time, it's about the over-use - dare I say, abuse? - of social media.  While social media marketing has certainly demonstrated that it can be impactful when properly implemented as part of a larger plan, there are enough wasted social media attempts out there that a national holiday should be considered.

Here's the thing.  For every one plumbing company that has gotten a job by having a Twitter profile, there are 49 that are on Twitter for no other reason than some "social media expert" told them they should be.  Can a Facebook fan page bring you business?  Absolutely.  But during the social media gold rush of the last two years, marketers have lost sight of a very important metric.  It's called ROI.  If we simply do social media for social media's sake - with no metrics in place to gauge return - online marketing will quickly get tossed into the same un-trackable tactic bucket as billboards, print ads, and blimp sponsorships.

Two primary factors have caused this issue.  One is the amount of executives and business owners that are un(der)-educated on social media marketing.  A certain level of hype creates an environment for opportunists to sell services that don't need selling or in some cases, shouldn't be sold at all (see dot com era).  The second factor is the low barrier to entry for consultants in the social media space.  Requirements to become a social media consultant = Apple computer, 20+ hrs/wk spent on Twitter, a wrinkled blazer, and horn rimmed glasses.  Actually, it looks like I just described myself...but I digress.

I'm not a social media hater by any means, but I am a realist.  Social media is an important piece of almost all of our clients' marketing plans.  But it's only a piece.  In some cases, that piece is bigger than others.  The bottom line is that the social media wave needs to be ridden differently than it did a couple years ago.  It's much more than Twitter profiles and custom Facebook tabs.  It's about trackable, traceable tactics that drive business.  

Oh yeah, Larry King is on Twitter. Sure he is.

We've had the opportunity to develop several social media policies for organizations - some short, some long, some strict, some not so much.  The open nature of social media makes companies nervous, and when companies get nervous they create policies.  Those policies are often aimed at telling people no you can't, don't do this, always check with that department, never disclose this, etc.

Social media policies in the workplace are needed.  In fact, I think every business needs to have one in place, no matter their size.  They help to establish some ground rules and document some basic guidelines for employees as they interact in the social space.  But if we've learned anything from prohibition or Spud Webb, it's that telling people no only makes them want to do it more.  

So go ahead and develop a social media policy and roll it out to your staff.  But keep it realistic and understand that social media, when used correctly, can actually bring a new level of efficiency to your staff. 

Normally we post about online marketing "stuff" on this blog.  But they say variety is the spice of life, right?  Having recently returned from a business trip, it's time to address a few things that need to change in the world of travel.  Everyone has unique hot buttons, but I would dare bet the ones below are pretty universally annoying.  Call it a rant, being crabby, whatever you want...but if we could address the items below, travel could be fun again.

1. Lady, stop talking on your blue tooth headset and looking right at me when you are five feet from me.  In fact, stop talking on it at all.  Holding the phone to your head is easier than it looks. Don't make me try the Larry David approach.
2. When you feel your chair ramming into something hard when you recline, those are legs.  People use them to walk.  Stop ramming into them.
3. Don't pass gas on the plane.  Seems like that one shouldn't have to be spelled out, but after my trip this weekend, it does.
4. The flight attendant is not your personal servant.  Treat him/her with respect and courtesy, like saying "please" and "thank you". 
5. When everyone is standing in line to talk to the counter agent, don't cut in front and say, "I just have a quick question."  We all just have quick questions.  Back of the line, holmes.
6. The armrest is neutral territory.  It's a delicate balance in order to achieve full ownership of the armrest, but understand that you must be willing to relinquish control at times in order to appease your aisle-mate. 
7. If you are in sales, that is great.  I am in sales too.  But know when to shut off the sales valve...like when you are sitting next to someone who does not care about your product, service, or whatever you are selling.
8. If you are the pilot, I expect you to wash your hands after you go to the bathroom.  Not sure why I expect this, I just do.  You are a pilot - a hero to many young and old.  And I just saw my hero leave the john without washing his hands.
9. It's my computer screen. Stop looking at it.
10. Similar to #5, treat the counter agents with some class.  When a flight is canceled or an unexpected issue arises with the airline, these people instantly have the absolute worst jobs in the world.  Try and make their day with a smile and a "hello". 

What things would you do to fix travel?  Leave them in the comments below and together, we'll keep working to restore travel in the US of A to its once glamorous and (dare I say?) exciting status.

With the growing popularity of Facebook comes a corresponding increase in friend requests. And in turn, an increase in people ignoring those requests.  Based on some exhaustive research, below are the five most popular types of Facebook friend request snubbers according to our analysis.

1. The Normals. Quite possibly, the most common species of Facebook friend ignorers.  If they know you, they will friend you.  If they don't, they won't.  Yes, you may live in the same town or have four friends in common with them.  Big whoop. They don't care.
2. The Protectors.  It's nothing personal, but for many Facebook is a personal look into their private life, whereby LinkedIn or Twitter may be more for professional use.  For that reason, many people choose to ignore the friend request from a business colleague, vendor, and someone they met at a mixer.  Don't take offense at the Protector species, they just don't want you seeing pictures of them sipping pina coladas on the beach in Cancun.
3. The Easily Annoyeds. Based on the first glance at your open profile, they don't like what they see.  Incessant and mindless posting, an addiction to obnoxious games, constantly posting photos of kids (guilty), etc.  The Easily Annoyeds like a clean news feed.  Yes, they know they can hide your feed, but what's the point of accepting a friend request and then hiding that person's feed?  Keepin' it real.
4. The True Friend Litmus Testers.  Would you come to their funeral?  If not, the True Friend Litmus Testers kick you to the curb.  Some people take the "friend" label on Facebook quite seriously.  Sure, you may have went to band camp back with them in junior high, but are you really friends? They would argue no, and hit the ignore button with a certain level of satisfaction.
5. The Paybackers. The Paybackers enjoy ignoring friend requests in order to feel empowered and even popular.  Examples include the high school athlete who sends the emo kid a friend request and gets denied, or the ever popular case of the ex-boyfriend who gets snubbed by a still bitter ex-girlfriend.  The most vengeful of all Facebook snubbers, the Paybackers have a bone to pick and have found their medium of choice.

There are certainly more, but these are some of the more popular breeds as determined by Click Rain's extensive accepting/ignoring of friends over the years.  Disagree with any on the list?  Leave your comments below. 

Click Rain President Paul Ten Haken recently had the chance to discuss the impact of social media marketing in healthcare with Cataract & Refractive Surgery Today, the leading publication for that vertical.  Below is an excerpt, but you can read the entire piece here if you are so inclined.

The numbers speak for themselves, but Paul Ten Haken, an online marketing strategist and president of the online marketing firm, Click Rain, Inc. (Sioux Falls,SD), is happy to interpret them. He explains that, as people become more “addicted” to their electronic devices, the odds of reaching them through print advertisements or direct mail have drastically diminished.

“A recent statistic shows that 20% of people underage 25 [years] check Facebook or Twitter before they get out of bed,” Mr. Ten Haken said. “As we increasingly turn to social media tools as life tools, it is going to be important for business[es], including medical practices,to get involved in social networking so that they can communicate with consumers who prefer that method of interaction.”

Video and information-sharing sites like YouTube, Facebook, and Twitter were once the domain of students and people in their 20s looking to connect electronically with friends around the corner and around the world. These social networking sites have quickly evolved into much more. It did not take long before professionals began to leverage the power of social media technology to reach, educate, and engage clients and colleagues. YouTube makes it possible for users to see the keynote speech of a missed conference or to easily share patients’ testimonials with prospective patients. With Eyetube.net,physicians can view a colleague’s new phaco technique in real time. Facebook simplifies the process of sharing information about professional events and accomplishments as well as select personal tidbits with various stakeholders in a practice, and Twitter streamlines that process even further.

“One of the greatest benefits of social media is that it allows an organization to build some character and personality for itself,” Mr. Ten Haken said. “It’s one thing to see the physician in the white lab coat and quite another to see that he’s a dad who coaches tee ball and has a golden retriever. It enables patients and prospective patients to relate to the physician, and it provides an additional level of comfort.”

Read the entire article from Cataract & Refractive Surgery Today

Foursquare offers playful way to engage customers
By Paul Ten Haken for the Sioux Falls Business Journal

In a world where social media tools quickly come and go, Foursquare is the newest application that is quickly gaining steam.    Foursquare is a location-based social networking tool that centers around “check-ins” in order to update followers on where you are located.  Users create accounts and utilize the GPS capabilities of their smart phones to check-in at various venues – offices, bars, restaurants, shops, etc. When a user checks in at a location, all their Foursquare friends are notified. The user with the most check-ins at a location earns the title of mayor for that location, in addition to numerous other badges that can be earned.  In addition, Foursquare provides real-time venue stats that allow business owners to see their most recent check-ins, most frequent visitors, gender breakdown of visitors and more. It’s half game, half social media tool and does present some unique opportunities for businesses that are willing to take ahold of the growing Foursquare craze.  Specifically, its B2C potential is intriguing. Here are three easy ways a business can wrap a Foursquare strategy into their marketing mix with fairly minimal effort.

Incentives for the reigning mayor.  As a way to reward your best customer, consider creating an incentive for the reigning mayor of your business on Foursquare.  Some ideas include offering the reigning mayor a reserved bar stool, his or her name on outdoor signage, free drinks, or a running 50% discount.  The better the incentive, the more competition for people to become the mayor and thus, the more visits to your business.

Specials for check-in frequency.  In addition to incentivizing the reigning mayor, how about an offer for some of the other regulars? For instance, a 25% off coupon for everyone who checks in three times in one week.  Frequency incentives are nothing new to business, but utilizing the Foursquare platform to do so is a great way to reward your best customers while engaging them in a game-like setting.

Adding “To Do’s” for visitors.  One feature of Foursquare allows you to add a “to do” item for your business.  That to-do item is displayed to users when they check-in at your business.  Business owners can create a to-do list of desired actions – everything from trying the chicken burrito to coming back on Wednesdays for Hawaiian shirt day. Think of it as a way to subtly steer customers toward the products and services you want to move. 

With over one million users, Foursquare is quickly passing the “sniff test” as more than a passing social media fad.  It’s important for businesses to realize the opportunity Foursquare presents for increasing customer loyalty and positioning among a niche of early technology adopters.  I’m still waiting for the first Sioux Falls business to create a Foursquare incentive campaign.  Who wants to be first? 

Job Description
Click Rain is looking for a web developer who loves life and loves developing awesome web sites. Our company is small, so the lucky candidate will play a key role in development, testing and website implementation. We’re looking for people who take pride in their work, demonstrate a sense of ownership, and push themselves toward greatness. Duties will include—but may not be limited to—website development, content management systems integration, custom web application development, and other related website development tasks. This is a full-time position.

Requirements
-2+ years developing graphical web interfaces.
-A portfolio that demonstrates experience with web-based design/development.
-Must be proficient in PHP, MySQL, JavaScript, HTML, XML, & CSS.
-Must be capable of producing standards-based semantic markup that renders in all modern browsers.
-Experience with Adobe Photoshop is a plus.
-Disciplined approach to testing and quality assurance.
-The desire to collaborate with team members to generate innovative solutions for clients.
-Self-starter with the ability to identify needs and opportunities and address them with little direction.
-The ability to multitask, taking on a variety of roles and responsibilities.

Work Environment/Benefits
-Employer paid health insurance
-401K match plan
-Life insurance
-Long term disability insurance
-Dental insurance
-Paid vacation
-Casual dress

About Us
Located in Sioux Falls, SD, Click Rain specializes in helping organizations of all sizes utilize the right mix of online tools and strategies in order to market smarter. Our clients span a variety of industries, from political to technology to financial.  Through email marketing, social media, search marketing, web development, blogging, and a variety of tools, Click Rain seeks to work with clientele who understand the value of a comprehensive online marketing strategy and the impact that strategy can have on their bottom line.

Contact:
Mark Henderson, Director of Interactive Strategy
401 E. 8th St. Suite 220
Sioux Falls, SD 57103
mhenderson [at] clickrain.com
605-275-6010