The most recent valuation of $136.38 per fan was calculated by Syncapse, a Canadian outfit that bills itself as a social technology partner. Their study examined the five leading contributors to Facebook fan value:

(1) Product Spending
(2) Brand Loyalty
(3) Propensity to Recommend
(4) Brand Affinity
(5) Earned Media Value

To provide an example, fans of McDonald’s spent, on average, more than $300 on the company’s products, while non-fans spent just half that amount.

• On average, fans spend an extra $71.84 they would not otherwise spend on products they describe themselves as fans of, compared to those who are not fans.
• Fans are 28 percent more likely than non-fans to continue using a specific brand.
• Fans are 41 percent more likely than non-fans to recommend a product to their friends.

I’m no statistician or measurement guru but I do pay attention to these valuation numbers. In layman’s terms: if someone has indicated by the now familiar “thumbs up” of Facebook that they “like” a page, it’s an endorsement. Further, if someone has decided to endorse your company fan page, they must be nurtured, entertained, interacted with, communicated to, answered and thought of in every post. Why? They are potential (if not actual) clients – and they are potential “evangelists” of your brand.

Here’s the conclusion of Syncapse’s 18-page report:

“Facebook fans represent a significant opportunity to drive revenue enhancement, brand, and loyalty … Facebook strategies allow for a discernable ROI that is not allowed by most other approaches.”

That doesn’t necessarily mean go out and get as many fans as you can for the sake of fan numbers.

However, if a company values each fan –whether you have 15 or 1500 fans – by virtue of how that company interacts with those fans, our hunch is that you’ll have a quality page – and a slew of brand ambassadors! You can’t put a price on that – or can you?

1) There are more mobile phones in the U.S. than TVs and computers combined.

2) foursquare – the popular “find me here” network - has added over 100,000 users in the last month and will soon reach a million; they are one year old.

3) Starbucks now lets people pay for coffee via their iPhone in over 1,000 Target locations where Starbucks has an outpost.

4) Research by Nielsen shows that global consumer usage of social media sites rose by 82% this past year.

5) The average time per person spent on Facebook and Twitter in December 2009 rose by 143%.

6) A report from Nielsen shows that 90% of consumers trust recommendations from people they know, while only 41% trust sponsored ads on Web pages.

Instead of me telling you what all this means – what does this mean to you? How does this impact your marketing decisions?

There’s a new location-based trend in the here-to-stay world of online socializing sites. Sites like Gowalla and Foursquare lead the way about a year ago. Now Yelp (the foodie website) has added a “geo” element too. In the case of Foursquare, they’ve announced two affiliations in the last month that might be game-changers. They are now partnering with the Bravo network and with Zagat. (!)
Stop.

What the hell are you talking about?

Ok. Let’s start all over. In layman’s terms: Foursquare is a combination social network-gps locator-game that encourages one to “check-in” and leave “tips” when one is out and about. So let’s say, you’re going to the movies, or a bar, or a restaurant, or a museum – or anywhere, really – you open up the application (on your smartphone of course – see last blog) and Foursquare will do a search for where you are. (Because it can locate you.) If your location doesn’t come up, you can type it in. Where it gets a bit fun and competitive is that one can become the mayor of a place or get points for checking in more times than anyone else in a given week or in a specific location. And yes, each check-in gets uploaded to your respective status update on Facebook or Twitter or both. If you’re on Facebook or Twitter, you’ve probably seen some updates.

Businesses get a free plug for doing, uh, nothing. But smart businesses – like Tasti D-Lite on the Upper East Side – have been offering discounts or free product to mayors or to others for just for checking in. This promotes guest visits and loyalty – and what restaurant doesn’t want that?

It’s a great site for cities because you can also see where your Foursquare friends have checked-in – and they may be around the corner. And now you can go join them.

Here’s an informative video that breaks it down better than I do: How Foursquare helps consumers and businesses

If I owned a restaurant or a bar, I’d make sure I let all Foursquare types know that any check-in will be honored with a complimentary glass of wine or a draft beer or a dessert. As long as they showed their check-in.

For the record, since Christmas, I’ve been “out” 18 times, checked into 34 places and have been crowned the “Mayor” of St. Luke’s Episcopal Church and WordHampton Public Relations. (Um, these two mayoralties are pretty much a joke; I was experimenting with the site. Nonetheless, I AM the mayor of my church and my business. LOL!)

Here’s a brief description of Foursquare’s deal with Bravo taken from Gavin O’Malley at Media Post: “Foursquare offers entertainment brands an opportunity to interact with their customers on both a personal and local level,” said [Foursquare co-founder Dennis] Crowley. “By extending on-air, this partnership also allows us to reach beyond the tech-early-adopter crowd and introduce an entirely new audience to Foursquare.”

Bravo will create on-air spots that drive users to “check in” to Foursquare from various locations across the country that have been featured on Bravo series, as well as venues recommended by Bravo talent.

The network will offer a series of branded “badges” specifically designed around series that include “The Real Housewives,” “The Millionaire Matchmaker,” “Top Chef,” “Top Chef Masters” and “Shear Genius.”

But Foursquare didn’t stop at Bravo. Writing for Mashable.com, Jennifer Van Grove says,

“The New York Times is reporting that Foursquare has signed a deal with trusted restaurant review service Zagat. Zagat’s official Foursquare page is already live and includes official Zagat-rated tips and recommendations that users can add as to-dos to their Foursquare experience.

Zagat is calling the partnership “Foodie Love,” and there’s even a new accompanying foodie badge. Zagat.com is extending the partnership beyond Foursquare and starting a “Meet the Mayor” online interview series that will feature discussions with prominent Foursquare mayors.

Foursquare’s relationship with Zagat is clearly an answer to Yelp’s introduction of check-ins, especially given the trusted and prestigious nature of Zagat content.”

Oh. Foursquare is apparently thisclose to announcing partnerships with the History Channel, Warner Bros., HBO and ExploreChicago.

Guess it’s time we all started exploring Foursquare, eh?

Yes it’s here: five finger marketing, which is another way of saying that messages are coming to you on your cell phone. If you have a cell phone, you can send or receive text messages, or you may be able to access the Internet – and thus, your Facebook page. And if you have a so-called smartphone – iPhone, Blackberry or Android – you can download “apps” or applications that do everything from help you balance your budget to help you decide where to dine.

Back in the 90s, we were first introduced to websites. “Why would we want one of those?” we asked. Now businesses wouldn’t be caught dead without one. Then cell phones became popular – at first clunky, then sleeker. Now we text and take pictures as if it was second nature. In the last decade, the rise of social networks – MySpace, Facebook, YouTube and LinkedIn – have changed/enhanced the way we communicate with each other. Our lives – both business and personal – are influenced by real time updates, and speed. Speed and information. Information at our fingertips. The next wave is here: mobile technology. A few words about “apps” or applications:

The following bullet points were paraphrased from a recent CNBC special called “Planet of the Apps.”

*The launch of the Apple iPhone in June of 2007 gave birth to a revolution in mobile technology—an apps explosion.

*As the popularity of apps continues to soar, users view them as an essential tool for everyday life. Apple has opened the door for outside developers to create new apps and a new breed of entrepreneurs allowing anyone from an engineer to a Hollywood star to an everyday person to become an app developer.

*There are more than 100,000 apps available today and they do just about everything from helping you catch a cab to balancing your budget.

*Now, with more than 100,000 apps available, developers need to market their apps and companies like The New York Times, Sports Illustrated and even CNBC are looking to apps as a tool to complement their print and broadcast media.

*Apple announced that more than three billion applications—or apps—have been downloaded from its App Store by iPhone and iPod touch users worldwide.

*iPhone and iPod touch customers in 77 countries worldwide can choose from a range of apps in 20 categories, including games, business, news, sports, health, reference and travel, Apple said.

*Studies estimate, the Apple iPhone apps store alone generates about $200 million a month in sales.

Although it is too early to tell if any of the competitors can knock Apple off the throne, it has already opened up a whole new marketplace for app developers who want to make a business out of their ideas.

For around $1000, a fully loaded app can be your business’ smartphone hub. (Shameless plug: WordHampton can create one for your business.)

Additionally, you’ll want to make sure your existing website is a mobile website. These websites are formatted to ensure content is readable and attractive. Normal websites appear tiny and are difficult to read when viewed on a mobile phone. Why is this important? According to The Center for Media Research, “By 2013, mobile phones will replace PCs as the most common device for Web access.”

When I drafted this, I was on the Cross Sound Ferry en route to New Hampshire, I wanted to search for a definition of “mobile website.” I went to my iPhone, downloaded the Wikipedia app (free) from the App Store and found this definition:

The Mobile Web refers to web browser-based access to the World Wide Web using a mobile device connected to a wireless network. Traditional web access in comparison is desktop computer-based via a fixed landline connection. The total number of mobile web users grew past the total number of desktop computer-based web users for the first time in 2008 (source: International Telecommunications Union, Oct 2009).

Yeah but, this all sounds futuristic. Well, the future is now. In the Hamptons, Dan’s Papers will be marketing its own mobile app for iPhone, Blackberry and Android in the coming weeks.

I believe 2010 (pronounced “twenty-ten”) will be an unusual and exciting year. It’s a year that – for us – will require us to be nimble, mobile and efficient. They are our “three words for 2010.” You may as well make them your words as well.

Nimble, because the world of marketing and communicating messages is changing rapidly. Like fast. Really fast. Faster than ever. As I’ve noted in earlier posts, traditional media is being strangled as the cost of printing and running a newspaper or magazine continues to increase.

The smart media groups all have an online presence. What that means for you (and for us) is that we must pay heed to all online content. Why? Because that’s where your customers are also getting their messages. Most of our clients have gotten on board with two popular social networks – Facebook and Twitter. And so have traditional media. Most publications in the last six months have added Facebook and Twitter pages. And almost every newspaper has a blogger or bloggers of their own. And they tweet. And post to Facebook. They had to be nimble to survive. They realized that their customers (readers) were all online. Or on their smartphones. Being nimble in 2010 means being willing to change the way you disseminate messages. It means understanding that your customers might learn about your event or news on Facebook instead of in the newspaper. It means having a mindset that realizes that every customer of yours on Facebook and Twitter is the media, a third-party endorser or not. Unsure how to proceed? Ask us, we’re running over 40 Facebook pages for our clients and tweeting on behalf of another 15.

Having a website is not enough these days. It needs to be a mobile website – one that loads quickly for a smartphone. Your old website is now a holding site for your newsletter sign-up, as a place to join your Facebook page, or, to follow your news on Twitter. The next thing you will hear about is having your own iPhone app. We are pleased to have been the creators of the first one on Long Island for a restaurant: Vittorio’s Restaurant & Wine Bar in Amityville. Check it out. It keeps diners informed of the restaurant’s latest news and happenings, and offers video and photos. It’s awesome if we do say so ourselves. And by the end of January, we’ll have our own. You will be able to read this blog post on it and follow the feed of @WordHamptonPR on Twitter. Smartphones are hand-held computers. They have applications for Facebook and Twitter so that the new media – your customers – can say what a great time they are having at your restaurant – in real time. Like now.

Because time is money, we all have to be efficient. And the good news is that technology brings less cost. Yes, it costs time (labor) to create a proper Facebook or Twitter page and to create and add content. But it’s a heckuva lot cheaper than that full-page ad or a direct mail campaign or a television spot. As your marketing partners, we knew we had to learn about new media, social networks and become more technologically savvy. We saw, inherently, the opportunities to disseminate a PR message was a no-brainer on Facebook. Or Twitter. That it would be an incredibly efficient (and efficacious) way to share article links from the media, photos, and … strategically created news. We can post something on Facebook, Twitter and a website in minutes while sending that same information to traditional media. Soon, we will drop the term “traditional” (in the interest of being efficient) and simply refer to all receivers of your message as media. One thing about WordHampton PR, we are one efficient company. Always have been. Always will be.

Next post I will introduce you to the rise of text message marketing (check out LIFoodies) and a new geo-social app, foursquare. Both of these will be hot subjects as 2010 unfolds. Too much information, you cry? How will I implement these new tools? By being nimble, mobile and efficient.

But it’s vacation time; it’s a time to relax. Sorry - not in this day and age. Take a long nap, have some hot chocolate, then boot up your laptop; it’s time to get a leg-up on your competitors!

1) Organize your Twitter followers into lists. Why? Helps you create filters to help you navigate your increasingly growing list of followers.

2) Update your LinkedIn account and make more connections. Why? Business is done on LinkedIn – it’s also a great place to scout and be scouted (so stay current).

3) Go through your Facebook “friends” and get rid of the weirdos. Why? Remember what Mom said? We are judged by the company we keep.

4) Go through your Facebook account and sort your friends into lists like “family,” “work pals,” “college pals,” and “Yankee fans.” Why? Makes it easier when inviting FBers to events, bashes, or Met games (ouch). It also allows you to maximize your privacy settings by group, send a message to an entire group or update your status by group. Pretty handy, eh?

5) Spend time on Twitter utilizing search.Twitter.com, Twellow or Tweetdeck to enhance your facility and profile. Why? You’ll be using Twitter a lot in the coming months.

6) Office closed? Drop in and spend a glorious, uninterrupted hour or two cleaning out drawers and straightening your desk in the quietude of an empty office. Why? Be ready for 2010 because it’s gonna be a busy one!

In 2010, it will be all about your mobile phone. That was the prediction made by one of the trend-trackers that I follow back in Spring.

Yup, the next trend that will affect you will be from those pushing “mobile marketing.” You may have already seen or heard the commercial for KGB KGB - or 542 542. “Got a question? Text it to 542 542 (kgb kgb) and a kgb Special Agent will send the answer to your phone.”
Hold that thought; there’s more.

By now, the word “app” – short for application – has probably already been added to Merriam Webster’s Unabridged Dictionary (yes, they have their own “dictionary app”). Apps are icons that one can click on a smart phone (Blackberry or iPhone) that are designed to help the user perform a particular task. It is estimated that there are over 100,000 apps for the iPhone alone – everything from OpenTable, Facebook, The Weather Channel, and CNN to apps of the more unusual nature. For instance, there are apps that turn your phone into a flashlight; apps for those trying to find a nearby 12-Step meeting or an app whereby one could buy a movie ticket (Fandango) from one‘s phone.

Mobile marketing is coming at us – and in this office – at a rapid pace. In the last month, three different technology companies offering mobile solutions to reach new or existing customers have approached us. Here’s a run down:

1) There’s a company out there that for $500 - $1,000 will provide you with a template to create your OWN app for you. One of our clients signed on and we’re happy to help with a consult.

2) There’s another company that creates mobile websites - sites that are easily opened on one’s smartphone and in some cases can provide a Google map to your location (great if you own a restaurant or store). This company can also market your message via texts (just like an e-blast, now you can do text blasts) – in fact we are partnering with them via Long Island Restaurant Week. They offer: real-time alerts, notifications, and reminders; coupons and deals; programs; sweepstakes, contests and trivia games; voting and polling instructional, or important corporate communication. Wow.

3) There’s a group that will make a promotional video of your business and host it on an application that accommodates browsers, iPhones, Blackberries and other smartphones. Think of it as YouTube specifically for restaurants. (This one is in its infancy.)

If you were in business back in the mid-90s, then you remember the pleadings by those early web developers for all of us to have a web page. Remember that push? These days a business isn’t a viable business if it doesn’t have a website. Cell phones became the rage in the mid-90s too. They were big and clunky compared to today’s sleek models, but you could take your phone with you. Imagine that? And you could send a message via text. Pretty cool.

Let’s recap: every business has a website. Every consumer has a cell phone. These cell phones function like computers; many can view websites. But they can now view websites more quickly and more easily if the company has a mobile website.

So it’s no surprise that cell phones have come into their own as vehicles of marketing messages. Most mobile marketing solutions are opt-in/opt-out. The good news is if a customer has signed on, they want to receive your message.

And if you have an iPhone, you can: send/receive texts and emails; surf the web quickly (really quickly); make and receive calls. And click on that restaurant app to see what’s on the menu tonight and then make a rezzie on OpenTable because you were notified via text that said restaurant is offering a special Porterhouse for Two and be lead there via Google Map.

Ta-dah! Welcome to 2010.

In my foray into social networks, LinkedIn was the first site I recall joining. The site seemed very austere and blunt – not particularly stylish. LinkedIn is nothing more than an online resume, I thought – and I bet you did too or still do. And it’s really a business social network not a social network like the warm and fuzzy Facebook (and who doesn’t like warm and fuzzy and shared pics of – whatever). Biggest complaint: LinkedIn ain’t fun. But LinkedIn has come of age – I mean, hey, when there’s an iPhone app for LinkedIn, you know it’s hot. It also didn’t hurt for me to find out that the erstwhile CEO, Dan Nye, and I are alumni of the same institute of higher learning – Hamilton College; he, the class of ’88, moi the class of ’76. My low self-esteem aside (“compare yourself to yourself Steve”), I jumped in – and recently reinvested myself in the site.

And so I present to you 5 (or 6) reasons to revisit LinkedIn.

1) Vet someone. Let’s say you just got a call about some new business opportunity or maybe someone wants to sell you something. Does someone want to work for your company? Yes, you could Google them, but the more in-depth step – at least business-wise – would be to check them out on LinkedIn. By utilizing the search capability of LinkedIn, it can tell you: a) all about their business work history, after all, LinkedIn can practically be a personal career blog, especially if a member has put effort into their page, b) see if there are any recommendations for that person, c) see who their connections are. Maybe, they know someone who knows you – LinkedIn will tell you that.

2) Increase Your Own Visibility. As in search engine visibility. LinkedIn has 40 million registered users. Um, that’s a lot. So when one has a LinkedIn page, it elevates one on Google pages. Oh, and if you’re working LinkedIn – that means making connections, building your LinkedIn network – you’ll have more of a likelihood that people will see your profile sooner when they are looking to do business.

3) Ask for Help. Not a strong suit for most males, but on LinkedIn, it feels safe doesn’t it guys? I recently posted a “Looking for a solid PR intern” message and sure enough, a former client sent a fabulous young lady my way. We haven’t pulled the trigger yet, but she’s a great prospect. (Admittedly, she does NOT have a LinkedIn profile, so what does that tell me? Answer: not enough. Still we like her enough to have kept her resume.) You can also ask other leaders in your industry for counsel on a particular issue or vendor.

4) Introductions. It feels easy and natural to make an introduction on LinkedIn – whether one is introducing oneself or one to another. It’s safe. You’re both part of a network.

5) Join Groups. Here’s my latest find: joining a LinkedIn Group. Or a lot. The more groups one joins, the more connecting opportunities one now has. But more importantly, the exchange of ideas on these subjects is scintillating.

6) Relief. LinkedIn has also served me well – I’m spending a little less time on Facebook and Twitter!

Wanna connect? Log on to www.LinkedIn.com, start a profile and search for Steve Haweeli. More importantly, what do you think? Yay or Nay to LinkedIn?

The accompanying video on the social media revolution was first introduced to us back in early December 2008. Statistics have changed so much and so quickly that they created an updated version: there’s some very compelling information within, that you will find useful. As someone on Twitter commented today, “Social Media isn’t going away; either get on the bus or get left behind.”

Here’s something else to think about…smartphone apps are expected to triple by 2014.

Question: In a rapidly changing media landscape - let alone a brutal economy - how does a business owner know if their marketing program is effective? Answer: if you can’t afford to pay for measurement, it’s hard to know; but there are indicators.

Standard thinking is that a minimum of 4% of your gross revenue should be allotted for marketing. Let’s hope that you are monitoring that program on a quarterly basis. Now, more than ever, is the time to: 1) market yourself, 2) experiment. It has been said that a successful program combines advertising (radio, TV, print) and public relations. But now, in the 21^st century, with technology leading the way, an online presence is vital – if not necessary – for any program. That online presence can take the form of banner ads on websites, having a social media program (Facebook, Twitter – even YouTube) or email blasts. Smart operators are utilizing all these tools as traditional media outlets shrink in size and effectiveness. Crain’s New York Business recently noted that the New York Post’s circulation has declined by 20% since last year, the Daily News is down 14% and The New York Times and Newsday both down around 3%. We think they’ll survive – because they, too, will adapt. They’re all scrambling, but who isn’t?

Get Ears.

Measuring return on investment (ROI) is an exact science. Most small companies can’t afford measurement programs done by professional measurement firms that charge a minimum of $20,000 or more per year for that service. Therefore it’s imperative to have your frontline people – those who interact with your customers/clients – ask the all-important question, “How did you hear of us?” in order to track your marketing investment. And you may want to ask that question too if the call or customer comes to you directly. Coupons or “mention this ad” are always reliable but not necessarily in line with your concept. Sometimes a large piece of press – a feature article or review of a product or business – will have the phones ringing the moment it runs. When that happens, recognize it for what it is: powerful. Now the onus is on you as an operator to deliver. Online marketing also has its advantages: metrics are somewhat easily available to monitor a spike in engagement – whether it be increased fans to a Facebook page, or number of unique visitors to a website. As well, an increasingly recognized merit of Twitter is its search capability, enabling one to monitor one’s brand.

Take a Chance.

Now would be the time to stick a toe in the water of online marketing; it’s where marketing is headed because it’s relatively less expensive and it appears that customers are spending a lot of time online – whether it be at home, office or elsewhere. The other night, I was watching a ballgame that was broadcast from a small-market Midwestern city. As the cameras scanned the crowd, I noticed how many people were fiddling with their Blackberry’s or iPhones. Maybe they were checking their email, their Facebook page or checking out their favorite local website. I wonder what marketing messages were imparted to them in-between pitches?

Are you monitoring your marketing program? Have you embraced Internet technologies? Are you speaking regularly to your communication specialists? Do you feel the media . . . shift? What do you think? Comments welcome.