You’re most likely using Google Alerts to be “alerted” to news updates about a particular company or topic. I continue to rely on them for updates and believe they are a helpful resource for news. But what about tracking the social media universe? As marketers, we know that tracking and monitoring conversations around your brand(s) is a necessity. This is where Social Mention comes in very handy. Social Mention is a social media search and analysis platform that aggregates user-generated content from across the web into a single stream of information. In other words, it allows you to easily track what people are saying about a company, individual, a new product or any topic across the web’s social media landscape in real-time. For example, you can track mentions of a company on Twitter as a way to quickly respond to followers or make yourself aware of current sentiments about your brand.

Social Mention monitors more than 100 social media sites including Twitter, Facebook, FriendFeed, YouTube, Digg and Google. It also offers a strength score (is your brand being discussed in social media?), sentiment (positive, neutral and negative), passion score (a measurement of the likelihood that individuals talking about your brand will repeatedly do so) and reach (or range of influence).

There are more sophisticated social media tracking programs available, some of which SCG uses, but as a first step, Social Mention is a cost-effective way to start tracking and measuring. As the Social Media B2B blog explains, it’s a great addition to your listening toolbox—and can be an especially valuable tool for B2B marketers.

How do you keep track of the conversations happening around you and your brands?

-Jenny Silgen

The nice weather often finds me at various suburban garage sales, and an extra special recent find was a vintage oversized watch with the Eiffel Tower on its face. While it wasn’t running, I assumed a new battery would do the trick so I snatched it up. But when my local Batteries Plus salesman told me, “I think you were sold a dud” after a new battery didn’t bring my watch to life, I began to agree with him.

Since I work downtown near a very well known and established watch repair specialist I was on to Plan B. OK, my little garage sale special was no Tag Heuer, but surely they could work on it, right? Well they certainly could—to the tune of almost $300. Since I figured I could practically see the real Eiffel Tower for that price, I sadly tucked my Parisian watch away in my jewelry box believing I would have to say “Au revoir” to it ever ticking again.

A few weeks ago I was headed to my favorite tailor (the family-owned, Mashek) in Hopkins, Minnesota. On a whim, I decided to Google “watch repair Hopkins MN” to see if perhaps someone local could come to my rescue. One of the top results was the lovely sounding “Blackstone Manor Clock Repair.” Thanks to a helpful website and effective SEO, I am happy to report I ended up there after I also found many great customer testimonials on sites reviewing local businesses. The wonderful Blackstone employees could not have been more helpful. They held my watch for review and called within two days with an estimate for a cleaning of the intricate inside and new battery—only $25. I was thrilled!

I always try to support my local businesses and it’s especially important in today’s economy. I find that the service and personal touch received can never be replicated by a big box store. Merci Blackstone!

Now what should I do with the $275 I saved?

-Jenny Silgen

As a Facebook administrator for SCG’s social media programs, I am continually researching various organizations’ pages to spot trends, tips or ways to improve. One thing that surprises me is the lack of information in the appropriately-named Info Tab. So often I find only a website and perhaps a brief company overview taking up minimal space. This is a waste of real estate (especially when it’s virtually free) and a missed opportunity to tell visitors about your company. Since it’s unlikely visitors will navigate away from Facebook (to an outside website) once on the social network, why not offer them much of the content found on your site’s About Us or Contact Us page?

Media consultancy, The Advance Guard, explains other key benefits of populating the Info Tab, in their highly insightful About Face^* white paper. In Facebook’s design, Info has its own Tab, fixed at the #2 spot, and cannot be moved or deleted. And Info (like all Tabs) has its own unique URL so advertising and marketing can drive traffic specifically to it. Content from any Tab is now visible to non-Facebook members, so your Facebook presence can act as a fully hosted, highly functional website, searchable by Google and other search engines.

SCG recommends that a fan or group page include company information like mission, overview and other social media communities, as well as product information such as product lines, recommendations and support. Fans certainly want to interact with your brand, but they also want simple, straightforward company information as well, and may not take the extra step (or click) to navigate to your website. So when it comes to the Info Tab, less is not more. More is more!

Do you have other tips when it comes to Tabs?

-Jenny Silgen

*White paper not written by or endorsed by Facebook

One of my favorite green trends is the use of earth-friendly bags and I have amassed quite a collection from the stores I frequent. You may wonder if one single shopper can have an impact (even one that visits the Von Maur shoe department more than she ought to). I answer a resounding yes! Consider just a few stats:

• 380 billion plastic bags or wraps are thrown away in America each year
• The petroleum used to make 14 plastic bags could drive a car one mile
• Paper bags cannot biodegrade in landfills due to a lack of oxygen

Not only does this green trend make sense for shoppers (it makes carrying groceries a million times easier), it makes sense for retailers. In fact, just this past January, our nation’s capital city passed a law to cut down on disposable bags. Under the new law, city businesses charge customers five cents for every disposable paper or plastic carryout bag. Part of the money collected will be spent toward cleanup of the Anacostia River outside of Washington, D.C., where plastic bags have become a major component of pollution. To prepare for the change, the city distributed 122,000 reusable shopping bags to residents.

I’m certainly ready if Minneapolis passes a similar law—and even if they don’t I’m happy to do my part, one bag at a time. Hint: store them in your backseat so you’ll have them when needed!

What’s your favorite money-saving green tip?

-Jenny Silgen

On my drive to work last week I passed a familiar road sign detailing nearby restaurants and noticed a new logo for Caribou Coffee. I suppose I pay more attention than the average person, being a marketer and brander myself, but I’ve always found logos (and the reasoning behind them) fascinating. Preceding the April 1 launch of a major ad campaign, Brooklyn Park-based Caribou Coffee Inc. has introduced a more modern-looking logo in which two spoons cupped together form a caribou’s body in mid-leap, with legs stylized to look like a coffee bean.

Finance & Commerce explains that the new logo also broadens the “Life is short. Stay awake for it” tagline to a “Seize the day” attitude—which is detailed in the advice (my favorite) on the shop’s napkins and cups. Most in-store changes took effect last Monday, March 15, and were developed by a Minneapolis-based agency. In addition, Caribou will also have more on-air spots (its first ever TV ad aired last fall,) launch its largest outdoor advertising pitch to date and debut a new website.

Last month’s Brandweek explained the initiative as a way to bolster Caribou’s appeal by playing down the ski lodge imagery (and the caribou itself) to foster a more contemporary, less regional image. “With locations in 15 Midwestern and Eastern states, Caribou doesn’t have the national retail footprint of Starbucks and has a fraction of the marketing budget.” (No budget was disclosed for the ad campaign.) The article points out that the agency team considered more than 500 concepts for a new tag but wound up retaining its existing one: “Life is short. Stay awake for it.”

Personally I like the new direction (literally with the caribou now facing to the right) and stylized look. It retains its cozy “north woods” ambiance while embracing the modern times. I would imagine most Caribou-frequenters are business professionals needing a pre-work or mid-day boost. This new look articulates a more clear vision of the brand to that audience. What do you think of the new logo? Which coffee brand is your go-to java hut and why?

-Jenny Silgen

Ever since I saw New Moon (yep, Twilighter alert!) at the ShowPlace Theatre last month, I have been highly recommending this new theatre to everyone—now including you, the blogosphere. Recently opened last November, the ShowPlace Icon Theatre is located in the hip new West End development at 394 and 100 in St. Louis Park.

How is it different from your standard movie theatre experience? Well, let me share with you the highlights of my experience:

-Tickets with an actual seat number so you can leisurely grab snacks without having to rush in and guard your seat. When you’re ready, an usher shows you to your assigned place.

-Choices galore—whether it’s the VIP section that serves cocktails, to real or faux butter (hello, always real!), to even how much ice I wanted—it was all about me! Talk about customer service. And did I mention the politeness of the staff? It’s second to none.

-No pre-film ads. Yes, I know I’m a marketer so I should take exception. But really, does anyone watch those? It was nice to simply enjoy my very comfortable seat and chat with friends before the coming attractions.

-Finally, the convenience and ideal location. There’s free parking and the Theatre is a short walk to great post-movie restaurants like Crave and Cooper.

The days of sticky theatre floors, fighting for a seat (maybe even placing your coat over the seat in front of you) and marginal snacks are most definitely over at ShowPlace. Now, when does Eclipse come out?

Have you visited the ShowPlace? How does your experience compare to mine?

-Jenny Silgen

In addition to the countless hours of football I watched last weekend (Go Vikings!) I was lucky enough to catch the Men’s figure skating competition at US Nationals. And what a duel it was as reigning champion Jeremy Abbott prepared to defend his title from longtime rivals Evan Lysacek and Johnny Weir. But Jeremy was up to the challenge, and delivered two spectacular programs to land him in the top spot (in fact he led the entire competition). His final score of 263.66 points was 25 more than that of world champion Evan Lysacek — a landslide for those of you (myself included) still confused by skating’s new judging system.

Some questioned Jeremy’s coaching change last May and relocation to the Detroit Figure Skating Club, but all doubts were soon dispelled after this competition.

I especially enjoyed Abbott’s smooth confidence and exuberant attitude—both missing from many skaters I watched. I also appreciated his costume choices—understated and modern yet reminiscent of greats like Paul Wylie and Brian Boitano. Abbott didn’t need glitz or glam to succeed—his cool confidence was gold medal worthy. With this win, he also clinched his berth to the Winter Olympics. Both Evan and Johnny will join him this February. Go Team USA!

How did Jeremy first get interested in skating? Check out his story on iSkateRiedell.com! And be sure to catch the Ice Dance Free Skate this Saturday at 2 p.m. central, and then the Ladies Free Skate at 8 p.m. all on NBC. The perfect pre-cursor to a football-filled Sunday!

-Jenny Silgen

While stopping in our SCG break room for a cup of coffee, this story on CNN caught my eye. As a new year begins, it’s time to reflect upon changes we’ve witnessed this past year and decade. In the story, correspondent Josh Levs highlights this Huffington Post article on the 12 Things that Became Obsolete this decade. They are as follows:

1. Calling
2. Classifieds in Newspapers
3. Dial up Internet
4. Encyclopedias
5. CDs (and the stores that sell them)
6. Landline Phones
7. Film and Film Cameras
8. Yellow Pages and Address Books
9. Catalogs 
10. Fax Machines
11. Wires
12. Hand-written letters

As a marketer I take exception to number 9: catalogs (I take exception to number 1 also, but that’s future content for 41 Stories.) Yes I get many unsolicited catalogs that land in the recycle pile before they are ever opened. But those catalogs I actively sign up for? I look forward to receiving them and furthermore often order from them. Yes I know I could easily view them online but I actually want to touch the paper I’m reading (no Kindle for me!), write notes in it, dog-ear it and maybe even pass it along to a friend when I’m done. An eVersion is great, eye catching and fun, but to me it’s an addition to the printed piece, not a replacement.

Call me old-fashioned but this 2009 Wall Street Journal article agrees. “Why does the catalog, which helped Richard Sears launch his eponymous retail empire more than a century ago, continue to thrive in the electronic age? Because glossy catalog pages still entice buyers in a way that computer images don’t.”

By definition, permission marketing is: anticipated, personal and relevant. A printed piece is personal. Don’t take that away, no matter what the Huffington Post says!

So what about you? What items on the “12 Things” list will you miss, and which are you glad to see vanish?

-Jenny Silgen

In a recent Marie Claire magazine I learned about Sarah Haskins, whose series of videos called Target Women are burning up the Internet. In them, she takes on (and takes down) the cheesy marketing campaigns aimed at women. Her interview really resonated with me as I am 1) a frequent TV watcher, 2) a female in the coveted 18-34 ad category, and 3) often fed up with how I’m portrayed in ads. Sarah explains it perfectly: girlfriends in commercials travel in a pack. One is shy, one is smart, one is a wild-child and one is the normal one. Our pack, the “go to people” as so eloquently put by Brooke Shields (the new poster child for the female demographic), is basically there to advise us about what to shop for.

 I am a college-educated, thoughtful, career-minded young woman. Newsflash!  It is not my dream to spend my free time in a mall and I have never uttered the phrase, “He went to Jared!” And my friends and I don’t sit around and discuss the length (or lack) of our eyelashes, contrary to Latisse ads. Why can’t advertisers occasionally present an image that is inspirational, not patronizing? I can’t imagine a “woman and her mop waltzing” resonated in a female focus group (Yes, I’m talking about you Swiffer!) At SCG we strive to highly define our audiences not just by demographics, but also what they currently think, who influences them, what problems they need answered, and other criteria. We don’t rely solely on assumptions when reaching a conclusion; we gather as much information (reasoning) as possible.

 OK, so we (I) may still occasionally buy the products whose ads make me cringe—mainly because yes, the Swiffer rocks—but I absolutely seek out products and companies whose ads I relate to and am inspired by (thank you method, Target, Dove and Got Milk?)

In the meantime, I can at least laugh about it with help from people like Sarah. What about you ladies (and men)…what ads inspire you?

-Jenny Silgen

Thanksgiving is upon us! It’s time to pile our plates high with turkey, yams and pumpkin pie.  But before we do, we asked ourselves, “What are you thankful for this year?”  Here’s how we replied…

Steph is thankful for her clarity and sanity.

Whitney is thankful for her family. “They can always make me laugh and have given me such unwavering support throughout this year.”

Trevor is most thankful for “my beautiful, healthy baby girl Luella. I am also thankful for how stinkin’ happy she is all the time!”

Joy is thankful that, “even though my family lives in three different states, we will all be together for Thanksgiving!”

Patricia is thankful for the trust our clients have placed in us during this challenging 2009.

Patrick is thankful that our agency was able to withstand the economic downturn and that our clients have generally weathered the storm very well.

Carol is so thankful for Makarei, her little granddaughter. “We get up at 4:30 in the morning to get ready for work and school.  On Saturdays she has piano lessons and choir practice.  She goes with me to Lay Organization and Missionary Society meetings and stays in a separate room dancing and singing.  Makarei is the joy of my life and I am so happy to have her in my life.”

Chad is thankful for his family.

Randy is thankful that his cousin Trent returned safely from Djibouti, Africa, after spending a 7-month tour of duty in the Marines.

Jenny is thankful for the small group she joined recently through her church. “We meet each Sunday night for a time of faith, fun and fellowship. It has already been such a gift and a wonderful way to start a new week. And our host is truly Rachael Ray Jr. so I leave each week with lunch for Monday!”

Jeron is thankful the economy has reminded him (and certainly many others) how much more valuable family, health and friendships are than material items.

Jane is very thankful to have a wonderful, big family that surrounds her with love and support. “I am also thankful that both Dan and I are employed and that our family is healthy and happy. And I am thankful to have been fortunate to have adopted such an amazing, loving dog to add to our family…we are so blessed to be able to share every moment of Lily’s life.”

What are you most thankful for this year?

We hope you enjoy your holiday with family, friends and those closest to you. Happy Thanksgiving from all of your friends at SCG!