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crafting brand experiences
for the modern audience.
We are Fame Foundry.

See our work. Read the Fame Foundry magazine.

We love our clients.

Fame Foundry seeks out bold brands that wish to engage their public in sincere, evocative ways.


WorkWeb DesignSportsEvents

Platforms for racing in the 21st century.

Fame Foundry puts the racing experience in front of millions of fans, steering motorsports to the modern age.

“Fame Foundry created something never seen before, allowing members to interact in new ways and providing them a central location to call their own. It also provides more value to our sponsors than we have ever had before.”

—Ryan Newman

Technology on the track.

Providing more than just web software, our management systems enhance and reinforce a variety of services by different racing organizations which work to evolve the speed, efficiency, and safety measures, aiding their process from lab to checkered flag.

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Setting the pace across 44 states.

With over 1100 locations, thousands of products, and millions of transactions, Shoe Show creates a substantial retail footprint in shoe sales.

The sole of superior choice.

With over 1100 locations, thousands of products, and millions of transactions, Shoe Show creates a substantial retail footprint in shoe sales.

WorkWeb DesignRetail

The contemporary online pharmacy.

Medichest sets a new standard, bringing the boutique experience to the drug store.

Integrated & Automated Marketing System

All the extensive opportunities for public engagement are made easily definable and effortlessly automated.

Scheduled promotions, sales, and campaigns, all precisely targeted for specific demographics within the whole of the Medichest audience.

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Home Design & Decor Magazine offers readers superior content on designer home trends on any device.


  • By selectively curating the very best from their individual markets, each localized catalog comes to exhibit the trending, pertinent visual flavors specific to each region.


  • Beside the swaths of inspirational home photography spreads, Home Design & Decor provides exhaustive articles and advice by proven professionals in home design.


  • The art of home ingenuity always dances between the timeless and the experimental. The very best in these intersecting principles offer consistent sources of modern innovation.

WorkWeb DesignSocial

  • Post a need on behalf of yourself, a family member or your community group, whether you need volunteers or funds to support your cause.


  • Search by location, expertise and date, and connect with people in your very own community who need your time and talents.


  • Start your own Neighborhood or Group Page and create a virtual hub where you can connect and converse about the things that matter most to you.

775 Boost email open rates by 152 percent

Use your customers’ behavior to your advantage.

725 How to better qualify your leads

Stop wasting valuable time on unlikely sales leads. Save time, money and resources by doing research up front and asking the right questions.

December 2016
By Kimberly Barnes

Going the Distance: Four Ways to Build a Better Customer Loyalty Program for Your Brand

Loyalty programs are no longer a novelty. That means that yesterday’s strategies won’t work moving forward, so look for ways to rise above the noise, setting yourself apart from the cloying drone of countless other cookie-cutter programs.
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Going the Distance: Four Ways to Build a Better Customer Loyalty Program for Your Brand

article-thedistance-lg It’s easy enough for a customer to join your loyalty program, especially when you’re offering an incentive such as discounts. All your customer has to do is give out some basic information, and voila! They’re in the fold, a brand new loyalty member with your company. From there, it’s happily ever after. You offer the perks; they stand solidly by you, bringing you their continued business. Simple. Or is it? In reality, just how many of those customers are act ively participating in your loyalty program? Do you know? Sure, loyalty program memberships are on the rise according to market research company eMarketer, having jumped 25 percent in the space of just two years. However, that figure may be a bit misleading. The truth is that, while loyalty program sign-ups may be more numerous, active participation in such programs is actually in decline. At the time of the study, the average US household had memberships in 29 loyalty programs; yet consumers were only active in 12 of those. That’s just 41 percent. And even that meager figure represents a drop of 2 percentage points per year over each of the preceding four years, according to a study by loyalty-marketing research company COLLOQUY.

When discounts just aren’t enough

So what’s a brand to do? How can you make your loyalty program worth your customer’s while—as well as your own? After all, gaining a new loyalty member doesn’t mean much if your customer isn’t actively participating in your program. Consider this: Does your customer loyalty program offer members anything different from what your competitors are offering? Chances are your program includes discounts. That’s a given. And what customer doesn’t appreciate a good discount? But when every other company out there is providing this staple benefit in comparable amounts, it becomes less and less likely that customers will remain loyal to any one particular brand. Frankly, it’s all too easy for customers to get lost in a sea of loyalty member discounts. They’re everywhere. In fact, just under half of internet users perceive that all rewards programs are alike, according to a 2015 eMarketer survey. The key to success, then, is to differentiate your business from the crowd. If you can offer your customers something unique and valuable beyond the usual discount, chances are they’ll be more likely to stick with your brand. Here’s some inspiration from companies who get it.

Virgin: Reward more purchases with more benefits.

That’s not to say you need to get rid of discounts entirely. In fact, nothing could be further from the truth. Customers still love a good discount. The goal is to be creative in terms of the loyalty perks you offer. Take the Virgin Atlantic Flying Club, for example. As part of its loyalty program, the airline allows members to earn miles and tier points. Members are inducted at the Club Red tier, from which they can move up to Club Silver and then Club Gold. Here, it’s not just a discount. It’s status. And people respond to feeling important, elite. Still, even where the rewards themselves are concerned, Virgin is motivating loyalty customers with some pretty attractive offers. At the Club Red tier, members earn flight miles and receive discounts on rental cars, airport parking, hotels and holiday flights. But as members rise in tiers, they get even more. At the Club Silver tier, members earn 50 percent more points on flights, access to expedited check-in, and priority standby seating. And once they reach the top, Club Gold members receive double miles, priority boarding and access to exclusive clubhouses where they can get a drink or a massage before their flight. Now that’s some serious incentive to keep coming back for more. Discounts are still part of the equation – but they are designed with innovation and personal value in mind, elevating them to more than just savings.

Amazon Prime: Pay upfront and become a VIP.

What if your customers only had to pay a one-time upfront fee to get a year’s worth of substantial benefits? It may not sound like the smartest business idea at first glance. But take a closer look. Amazon Prime users pay a nominal $99 a year to gain free, two-day shipping on millions of products with no minimum purchase. And that’s just one benefit of going Prime. It’s true that Amazon loses $1-2 billion a year on Prime. This comes as no surprise given the incredible value the program offers. But get this: Amazon makes up for its losses in markedly higher transaction frequency. Specifically, Prime members spend an average of $1,500 a year on Amazon.com, compared with $625 spent by non-Prime users, a ccording to a 2015 report from Consumer Intelligence Research Partners.

Patagonia: Cater to customer values.

Sometimes, the draw for consumers isn’t saving money or getting a great deal. The eco-friendly outdoor clothing company Patagonia figured this out back in 2011, when it partnered with eBay to launch its Common Threads Initiative: a program that allows customers to resell their used Patagonia clothing via the company’s website. Why is this program important to customers? And how does it benefit Patagonia? The company’s brand embraces environmental and social responsibility, so it was only fitting that they create a platform for essentially recycling old clothing rather than merely throwing it away. The Common Threads Initiative helps Patagonia build a memorable brand and fierce loyalty by offering its customers a cause that aligns with deep personal values. OK, so their customers get to make a little money, too. Everybody wins.

American Airlines: Gamify your loyalty program.

If you’re going to offer your customers a loyalty program, why not make it f un? After all, engagement is key to building a strong relationship with your customer. And what better way to achieve that goal than making a game of it. American Airlines had this very thing in mind when it created its AAdvantage Passport Challenge following its merger with USAirways. The goal: find a new way to engage customers as big changes were underway. Using a custom Facebook application, American Airlines created a virtual passport to increase brand awareness while offering members a chance to earn bonus points. Customers earned these rewards through a variety of game-like activities, from answering trivia questions to tracking travel through a personalized dashboard. In the end, participants earned more than 70 percent more stamps than expected – and the airline saw a ROI of more than 500 percent. The takeaway: people like games.

Stand out from the crowd.

Your approach to your customer loyalty program should align with your overall marketing approach. Effective branding is about standing out, not blending it. Being memorable is key. To this end, keep in mind that loyalty programs are no longer a novelty. That means that yesterday’s strategies won’t work moving forward, so look for ways to rise above the noise, setting yourself apart from the cloying drone of countless other cookie-cutter programs.


June 2016
By Jeremy Girard

Small Changes, Big Impact: 5 Things You Can (and Should!) Do Today to Boost Your Website’s Performance

There’s no time like the present to implement these quick fixes and reap the rewards for months to come.
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Small Changes, Big Impact: 5 Things You Can (and Should!) Do Today to Boost Your Website’s Performance

artice-smallchanges-lg Every spring it happens like clockwork: the temperatures get warmer, the days get longer and everything in nature becomes more vibrant and colorful. Along with these changes in the great outdoors comes the irresistible urge to clean house and embrace a fresh start. Why not keep that motivational momentum going and apply it to your business – and, more specifically, to your website – as well? After all, there’s no time like the present to sweep away the old and outdated and bring in fresh new ideas and technologies. But you don’t necessarily need to dive head-first into a full redesign and all of the time and expense that entails to reap measurable results. Instead, here are five small steps you can – and should! – take today to ensure that your site is up-to-date, relevant and doing all it can to bring you new customers and grow the community around your brand:

1. Reposition your contact form.

For most website owners – especially those in service-based businesses such as law, accounting, consulting, real estate, etc. – the key “win” for their site is when it motivates a visitor to request more information or schedule a meeting. Contact forms are a ubiquitous website staple intended to provide a convenient – and highly measurable – avenue to initiate communication between an interested prospect and a company. However, perhaps because they are so commonplace, all too often these forms are given little strategic thought, resulting in a cookie-cutter name/email address/phone number format that yields more bogus spam submissions than legitimate new business opportunities. However, there is one simple change you can make that has been shown to get better results: reposition your standard “Contact us” form as an “Ask our experts” feature. By doing so, you shift the focus of the form to providing your visitors with an opportunity to submit a question that is specific to their needs and concerns. Rather than feeling like they are opening themselves up to an endless barrage of solicitation calls and emails, your visitors will sense that they are initiating a dialogue with an expert who will help them solve their particular problem. Make sure to respond to all inquiries within 24 hours, provide helpful advice that is free of charge and tailored to your prospect’s situation, and leave the door open to continue the conversation in a future meeting or phone call. By doing so, you will establish an important foundation of trust and confidence with your potential new client that will make them more inclined to engage your professional services. expert I have personally seen the submission rates on these types of forms increase dramatically. On one site where this small change was implemented, form submissions jumped from one or two per week to one or two per day – all legitimate business opportunities that were sparked simply by repositioning the focus of the form.

2. Productize your offering.

Another challenge that professional services organizations face in creating a website that works as an effective customer conversion engine is that they do not sell a specific product but rather a suite of services that can be customized to each client’s specific needs. This makes it terribly hard to market to visitors who come to their site and simply want to know “What exactly does this company sell, and how much does it cost?”. Because there are so many variables to the company’s offerings, there is not a quick and easy answer to these questions. If this challenge sounds familiar to you, one approach you can try is to “productize” what you have to offer. Create a bundle of services with a fixed price, and market that package on your site in a simple, straightforward manner that makes your offering easy to understand and helps visitors feel like doing business with your company is as simple as buying a product off the shelf at a store. package This is exactly what my company did with some of the technology consulting services that we offer. Instead of only listing the array of services we provide, we also created a product that representing a very specific offering. This made it so much easier to answer the “What do you sell?” question, and it gave us something tangible to promote in our marketing campaigns. In reality, this approach in no way limited the range of services we are able to offer our clients; rather, it merely served as a vehicle to open doors to new opportunities and made it easier to start conversations with new customers for whom we could ultimately provide a custom-tailored solution. Examine the services that you offer, and work with your marketing team to create an appealing package that you can market – understanding all the while that this “product” is really just a means for you to connect with customers and begin the sales process with something tangible that they can easily understand.

3. Lose your home page carousel.

One simple change that I have seen many websites make in the past year or so is to remove animated image carousels from their home pages. These carousels have long been a popular fixture of website design, but the reality is that they can sometimes do more harm than good. Home page carousels typically feature giant, screen-spanning images which carry with them heavy download requirements both for the images and for the scripts that power the animation sequences, thereby creating a potential stumbling block in performance for users on mobile devices or with slower connections. Additionally, studies have shown that click-through rates on animated carousels are extremely low, and they drop significantly from the first slide to the subsequent ones. This is why many companies are replacing rotating carousels with a singular static message instead. This one change can greatly reduce a page’s download size (when my company did this on our home page, its file size decreased by 75 percent) while having little to no effect on actual user engagement or click-through. In fact, because the page now loads more quickly, many sites actually see an uptick in user engagement because fewer people are abandoning a site due to poor performance. image Do you have a carousel on your website? If so, do you know whether or not it is working well for you? Your marketing team may be able to do some A/B testing between a version of your site with this animation feature and one without it to see which performs better. Since carousels do work well for some sites (like news organizations or sites with lots of frequently updated content), having this data can help you determine whether or not it’s time to ditch the carousel.

4. Update your image(s).

Stock photography is something of a necessary evil of website design, as more often than not, companies don’t have the budget to execute a full-fledged custom professional photo shoot. However, not all stock images are created equal. Stock photos that are overused or that look so obviously staged that they scream of their “stockiness” can cheapen a site’s design and leave visitors with a negative overall impression of the site. Replacing those images can make a big difference in a site’s visual appeal. If your site’s imagery is stale, you can make some simple image swaps to freshen it up. If you are going to change out old stock images for new stock images, make sure to seek out photos that feel fresh and that are not terribly overused (most stock photo sites will tell you how many times an image has been downloaded). An even better option is to try to add some unique imagery to your site. This could be photographs that you hire a professional to take or – in keeping with one of this year’s hottest trends – custom illustrations that you commission from an artist. illustration If your budget is tight, incorporating even just one or two such one-of-a-kind images in key spots on your site can really boost its visual impact. For instance, if you lose that aforementioned carousel on the home page and replace it with one truly compelling static image and message, it can make a really powerful first impression on your visitors.

5. Publish less.

Most experts agree that publishing original, value-add content on your site on a regular basis is key to optimizing its success – both from a sales and marketing standpoint and as an advantage in the never-ending battle of SEO. While I agree with this approach in principal, for many companies, the drive to publish regularly has resulted in putting out mediocre content simply to meet an inflexible standard of frequency. This is often an entirely counterproductive effort, as content that lacks in quality, original thought or value for the reader reflects poorly on the organization and its perceived level of expertise. Publishing original content to your site on a regular basis is still a best practice, but that content must offer value for it to succeed. Let’s say a visitor comes to your site and is impressed to find that you publish new articles weekly or monthly; however, once they click through the headline to see what they can glean from your writing, if what they find is mediocre at best, what motivation do they have to return to your site again in the future, let alone entrust you with their hard-earned dollars? If, on the other hand, you publish new content less frequently, but everything you produce is of the highest quality, then that same visitor will know that the time they spend on your site will always be worth their while, and they will look forward to the next time you post something new. Re-examine your current content marketing strategy, and ask yourself whether you are focused on quality or frequency. If it’s the latter, commit instead to writing less but to improving the quality of what you offer on your site. While this change may not have an immediate impact, it will absolutely yield long-term results that your visitors will appreciate and respond positively to.

In closing

Eventually, your website will need a redesign, but in the meantime you can make small, strategic, surgical changes that will pay immediate dividends in your site’s success. This approach of implementing gradual but regular modifications will also benefit you when it does come time for that full redesign. By making intelligent improvements over time, you will ultimately be closer to your end goal, leaving less to accomplish with the redesign and thereby paving the way for a smoother and less costly project.
October 2014
By Kimberly Barnes

Full Speed Ahead: Nine Creative Ways to Connect Using Hyperlapse Video

The amazing technology behind the new time-lapse video app has the power to send your Instagram marketing game into overdrive.
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Full Speed Ahead: Nine Creative Ways to Connect Using Hyperlapse Video

Cat lovers everywhere rejoice: Hyperlapse from Instagram is here! Now you, too, can create and share captivating high-speed videos of your cat’s most adorable tail-chasing sessions and other curious behaviors right from your smartphone.

Of course, the magic of Hyperlapse is not exclusive to crazy cat ladies. This powerful stand-alone app – currently available exclusively for iOS devices – puts high-tech built-in stabilization technology in the palm of your hand, allowing you to transform your shaky, amateur smartphone footage into an amazingly smooth finished product. Hyperlapse differs from traditional time-lapse in that the camera is also moving, opening endless possibilities for experimentation and creativity.

Within mere hours of the app’s release, brands of all sorts immediately began experimenting to see how they could pack the most meaningful marketing punch in a 15-second super-speed clip. Here are nine creative ways you can follow the lead of these early adopters to use Hyperlapse video to connect with your fans and followers:

1. Showcase your product.

Time-lapse video is a unique way to show off your products or services. After all, are there any number of flowery words and descriptive passages that could match the allure of watching the waves roll in at the Trump Miami?

2. Sell the experience.

There's good reason behind the familiar saying, “Show, don’t tell.” If you could give your customer the sensation of having a first-hand experience without having to put down their tablet or get up from their desk chair, wouldn’t you?

Mercedes-Benz created a Hyperlapse video that does just that, putting the viewer in the passenger’s seat on a closed-course test drive to let them feel how the car handles curves.

3. Create buzz.

Hyperlapse is a great way to generate excitement among your fans about your latest product. Footlocker used the app to create an unboxing video of the new Kobe 9 “Bright Mango” before it was released to the public, giving just enough of a sneak peek to whet the appetite of any sneakerhead.

4. Convey authenticity.

In today’s trust-driven marketplace, authenticity reigns supreme. And what better way to prove just how authentic your products are than by showing how they are meticulously crafted – sped up for the benefit of the viewer with a fleeting attention span, of course – as in this Hyperlapse clip from Mazama?

5. Appeal to the senses.

Video is a visual medium (obviously), but when done right, it can engage all of the senses to create an overwhelming appeal. Just take this example of a Hyperlapse video from Budweiser that will make any viewer want to drop whatever they’re doing to grab a beer, prop up their feet and fight off the onslaught of pumpkin-spice everything to squeeze just a few last drops out of summer.

6. Pull back the curtain.

Mike’s Hard Lemonade’s first foray into Hyperlapse came in the form of a video tour of their Chicago office, which was revealed to reflect the same sense of vibrant, in-your-face fun that the brand is known for.

Do the same for your fans: pull back the curtain and let them see that your brand values permeate your company’s culture through and through.

7. Get creative.

Sometimes you don’t need high-flying cinematic acrobatics. Sometimes all you need is a simple concept with a clever spin that creates a memorable tie-in to your brand, like this Hyperlapse video from Naked Juice that shows people rushing by a person standing on the sidewalk sans clothing accompanied by the caption, “Don’t let life pass you by. Get Naked.”

8. Add a sense of fun to the mundane.

For dog owners, a game of fetch is a commonplace daily activity. But Nature’s Recipe’s time-lapse video that literally captures the game from a dog’s-eye-view and conveys his unbridled enthusiasm is a fun, unexpected pick-me-up that’s almost too good not to share with friends.

How can you use Hyperlapse to create unique content that will surprise and delight your fans and get their sharing fingers clicking?

9. Co-create content with fans.

As part of its #MiniDelivery promotion, Oreo is sharing videos from fans who received their special packages, such as this one from fan @ashleighmn that lets viewers share in the experience of unwrapping her delicious delivery.

You can likewise use Hyperlapse to get your fans to do your marketing for you by challenging them to create their own time-lapse videos showing how they enjoy using your product or how your products play a role in their day-to-day life.

When planning and shooting your Hyperlapse videos, here are a few factors to keep in mind to ensure a high-quality end result that has the desired effect on your viewers:

1. Story

Consider how your brand’s story fits into the element of time-lapse and how that can best be used creatively to promote your brand. Just because Hyperlapse exists doesn’t make it the best medium for every message.

2. Context

Where you share your Hyperlapse video will have an impact on how it’s viewed and received by viewers. Keep in mind the expectations of users on different platforms and how your video will fit with a given platform’s interface.

The technical limitations of different social media platforms are another element to consider. Regardless of camera orientation, Instagram forces square formatting on Hyperlapse videos and will crop the areas that don’t fit within their frame. Facebook currently accepts videos from Hyperlapse in landscape format.

3. Filmography

Although Hyperlapse is designed to allow the camera to move while shooting, videos actually turn out better when the camera is held steady and even better still when the camera is stationary. Lighting greatly affects the quality of the end result as well, as videos that are too dark or have fast variations in lighting are difficult to watch. Close-up shots, especially when multiple large objects enter the frame, render blurry unprofessional-looking results because the camera can’t process a quick change of focus.

4. Capacity

Remember, Hyperlapse makes your smartphone work hard. Shooting a lengthy video will use up a lot of memory and quickly drain the battery, and sometimes large videos won’t be able render completely unless other items are deleted from the phone to free up memory.

Happy Hyperlapsing!


March 2013
By Tara Hornor

Walk the Line: Balancing the Resources and Rewards of Social Media

How can you foster strong community engagement without sinking all of your time into social? The key is to be smart, selective and strategic.
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Walk the Line: Balancing the Resources and Rewards of Social Media

balance-social-article For those charged with growing a business in today’s marketplace, social media can present a bit of a quagmire. With all of the hype around social media and the proliferation of social networks, it’s easy to get sucked in to the vortex, spending countless hours obsessing over follower counts, scouring the Web for interesting content to share and seeking out opportunities to cultivate relationships with key influencers. However, no business – no matter how large or small – has unlimited resources to dedicate to social media. You must find a healthy balance between the time and energy you invest and the rewards you stand to gain from your participation. As with any marketing endeavor, success starts with a plan. When determining how to direct your social media efforts, you take into account three key elements:
  • Your target market
  • Social media sites and the capabilities of each
  • Your short- and long-term business growth goals
By carefully weighing each of these factors, you can create a robust social media plan that is specifically tailored to your business and your target audience.

Know your customers.

At the heart of the question of how much time to spend on social media marketing lies a fundamental understanding of your customer. Without an intimate understanding of who you're marketing to, you cannot determine the best methods of reaching them. This will also help you determine in which social media sites to invest the most time and energy. More than likely, many of your customers are spending time on at least one social media platform. Statistics favor of this theory: 30 percent of people across the globe are online, and these users spend 22 percent of the time they’re online on social media. But be careful not to make assumptions based solely on the age of your customers. After all, it's users over the age of 55 who are currently driving growth in social networking via the mobile Web. One of the best ways to learn exactly how and where to engage with your customers is to do some good old-fashioned research. Ask them to fill out a survey and provide them with a reward that’s desirable enough to motivate them to respond.

Where are your customers connecting?

This is another important piece of the puzzle that will help you fine-tune your social media investment. If your customers spend a lot of time on Twitter and LinkedIn but not as much on Facebook, then you can divide your time and efforts proportionately. The trick is knowing how to find out where your customers spend their time. Fortunately, each social media site provides some basic research tools that will help you make this determination:
  • Twitter: Use the "Advanced Search" tool to search by keywords and by zip codes to find potential customers, and see how much activity you can identify from these users.
  • Facebook: Facebook’s research tools are somewhat limited, but you can check your competitors’ Pages to see what types of posts are the most popular based on the number of “likes” and comments they receive.
  • LinkedIn: Use the "People Search" feature to identify key individuals as well as relevant groups that may have a lot of traction with your market.
  • Google+: Use Google Analytics to determine the amount of traffic or leads you are getting from your posts.
  • Klout: Use this service to see how your followers are responding to your social media activity. Klout can track most major social sites, including YouTube, Flickr and Instagram.

Absolute minimum effort

At an absolute minimum, you should establish a page on each of the big four social media sites: Facebook, Twitter, LinkedIn and Google+. This accomplishes a number of things. First, by listing your address and basic information on social media sites, you’ll help search engines like Google find your website and list your company’s information properly. Also, keep in mind that customers use all sorts of tools to find you, not just Google. If they happen to search for you on their favorite social site, you want to make sure they’ll find you there. The basic information you should have on your each of your profiles includes:
  • Company name
  • Company logo
  • Website URL
  • Customer service phone number
  • Brief description of your company
This puts you on the social media map, as it were. You can certainly begin engaging potential and current customers after this stage, but even if you do nothing else, this will at least make you accessible. Then, based on the level of engagement of your target market on each site, you can determine how much more you want to do with each account.

Developing campaigns

Finally, once you've determined that you should do some level of effort of social media marketing, you know which sites are best for your market, and you've developed some basic profiles on each site, it's time to formulate a campaign. Just as with any marketing campaign, you must start by identifying specific, measurable goals you want to accomplish. By doing so, you can then determine how many resources can and should be invested in the process to achieve your desired outcome. For example, you may want to reach a goal of 1,000 “likes” on Facebook in the next three months. This is doable for a company on just about any budget, and you'll know pretty quickly if you need to put more effort into getting these “likes.” If you only have 50 after the first week, then you need to step it up. Some companies frame their desired return from their social media activity in terms of dollars and cents. This is not a bad strategy for the long term, but if you’re just starting out, it can actually be deceiving. Why? Because the work of establishing your brand on any social media network is a time-intensive process. It will take a concerted long-term effort to grow your following to the point where you can achieve significant levels of engagement and have a reasonable understanding of the relationship between your participation and the company’s sales performance. For that reason, in the beginning, it’s often more productive to focus on activity-based goals – such as achieving a specified number of followers on Twitter – rather than on more traditional ROI metrics. So take a step back, determine what sites your customers use to connect, focus your efforts on these sites and set some reasonable, time-based goals for yourself. Then, as you begin to gain traction on a particular social media site and establish a foundational understanding of how well it works for engaging customers and driving profitable traffic, then establish some ROI goals for your top engagement-level accounts.