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Rescooped by John van den Brink from Startup Revolution
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Holiday Ecommerce: 5 Storytelling Tips via Curagami

Holiday Ecommerce: 5 Storytelling Tips via Curagami | AtDotCom Social media | Scoop.it

Telling Holiday Ecom Stories
Why do most online merchants shy away from stories in the 4th quarter? Time to make the donuts doesn't mean stories don't matter. Shout less, listen more and telling better stories means your online commerce website wins this holiday season. Here are our 5 Holiday Ecommerce Storytelling Tips: 

* Create Umbrella Themes

* Tell Price, Shipping, and Guarantee Stories

* Share Brand Relevant Customer Stories

* Tell Seasonal VISUAL Stories

* ASK FOR HELP

Discover more 4Q storytelling tips for online merchants:

 

http://www.curagami.com/ecommerce-holiday-5-storytelling-tips/?v=7516fd43adaa


Via Martin (Marty) Smith
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Rescooped by John van den Brink from Design Revolution
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15+ Awesome Food Web Designs & One BIG Mistake Your Design Can Learn From via @Curagami

15+ Awesome Food Web Designs & One BIG Mistake Your Design Can Learn From via @Curagami | AtDotCom Social media | Scoop.it

Marty Note
Food Websites are great places to learn key elements of web design such as:

* Sensual and romantic images.
* Great mouth watering headlines.
* Visual marketing storytelling.

I like http://www.whitmansnyc.com/ and Soup Peddler. Whitmans BRANDS a hamburger beautifully. Food is HARD to shoot. Food can easily look TERRIBLE in a picture especially a picture with limited web resolution. Whitmans solves that problem creatively with a thin transparent layer between us and the burger. Well done!

Soup Peddler, in the example shown, is the ONLY site that includes PEOPLE. Foodies have "widget-itis" worse than techies. Widget don't sell as well as PEOPLE.

The SINGLE possible exception to that rule might be a foodie site, the one in 10M foodie sites that creates INCLUSION with their food. Whitman's is close since a hamburger is a universal thing, but the site remains a tad sterile due to lack of community.

If you scroll down below Whatman's hero you will see another pet peeve. WHY do web designers EVER let someone show an interior image WITHOUT PEOPLE.

Yes the lines are clean and the emptiness is sort of beautiful, but think about the NONVERBAL communication sent by an empty room. How long do you stay in an empty room when there is a party going on next door?

Food Heroes
So, foodie sites need people. There are several ways I would work people into the equation so the story being  told feels more inclusive and fun:

* Chef as Hero.
* People with SMILES looking UP at chef or waitstaff.
* Fan as hero (with story).

Food heroes (largest image on the page = hero) need to be QUIET and CONFIDENT. Too much NOISE or any WEAKNESS and we don't trust a website (or eat their food).

The CHEF is a hero that WORKS for any restaurant. Seeing Wolfgang Puck creates a brand. Seeing a chef wearing whites with a slightly stained towel over his (or her) shoulder says, "My food is so amazing you haven't LIVED until you've eaten here".

Instead of EMPTY rooms the picture is smiling, well dressed people looking up at the Chef or waitstaff listening in rapt attention. Better if dishes are gone b/c signals meal is over and everyone is still smiling (a tacit endorsement).

DON'T STAGE THIS PHOTO. Shoot it when a group is in for dinner (with permission and releases). Share the event and caption the photo. NEVER stage actors in food websites. Canned art + food says NO TRUST and DANGEROUS.

If your fans are MODEL good looking TELL THE STORY of the event that prompted the picture. What was being celebrated, shared or discussed. If the group is a nonprofit your restaurant supports MORE THE BETTER as you can tell 2 stories in one (risky but worth it).

Finally, you can feature a fan in your hero, BUT same "no canned or artificial" photos here either. ALSO, click me through to a page of pictures of other fans and stories (why they wanted to share their picture and story about FOOD i.e. make sure people know they aren't related :).

Food is SO individual, what I like and what you like can be very different, so think about the 5 stories you need to tell that "star" your content (i.e. tells the stories that cover the rainbow of your food's tribes).


One story shares love of sauces and sweet. Another story tells the visual romance story. Another might discuss meeting the chef and getting to know the "people behind the scenes".


Sharing different and strategically savvy stories creates the "like me" connection with the different tribes your food, restaurant and content should attract. Every restaurant has a passion. Share that passion.

Also share the reception the food creates, the passion others have for the food. Tell those stories in those ways and your foodie (or other) website wins hearts, minds and loyalty.



Via Martin (Marty) Smith
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Rescooped by John van den Brink from Ecom Revolution
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Want Better Conversion In 2014? Ban Stock Photography

Want Better Conversion In 2014? Ban Stock Photography | AtDotCom Social media | Scoop.it

Stop Using Stock
Stop Using Stock & Increase Ecommerce Conversion In 2014
If your #ecommerce  website uses #stockphotography  and you want to make more money in 2014 then stop. This post has ideas for weaning off of stock such as:

* Use @HaikuDeck (http://www.haikudeck.com) to mine creative commons. 
* Ask customers / visitors to share their photos.
* Tell the story of your products (another great plase for UGC User Generated Contests).
*  Embed a photographer (hire a photographer to live in your company for a few days, week or a month). 
* Ask your employees to hellp bet many of them take pictures when I was Director Marketing at Atlantic BT there where three or four GREAT photographers.
* Shoot a lot of video (videos tell great visual stories and are also a great place for UGC see my Scoop on Vidrack http://sco.lt/8ePWtN . 


Via Martin (Marty) Smith
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People Marketing: How I Learned To Love People - Curagami via @ScentTrail

People Marketing: How I Learned To Love People - Curagami via @ScentTrail | AtDotCom Social media | Scoop.it

People Marketing shares hard won tips, ideas and stories about loving, curating, listening to your people to create winning online marketing.

We included this link in our Startups Revoluiton Scoop.it because startups are so WIDGET focused they forget PEOPLE provide the context and emotional connection needed to SELL. It is understandable that YOU love your widget, but your customers love THEMSELVES much more.

Creating "like me" moments mean your "product" becomes a movement your customers want to join. This journey from YOU and THEM (customers) to WE is the most important journey every website and all marketing is on whether the creators know it or not.  


Via Martin (Marty) Smith
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Rescooped by John van den Brink from Curation Revolution
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A Vs. B Conversations = Simple Social Enagement via @Moon_Audio via @ScentTrail

A Vs. B Conversations = Simple Social Enagement via @Moon_Audio via @ScentTrail | AtDotCom Social media | Scoop.it
Time for a game of Versus!

Fostex versus Sennheiser... Who makes the best headphones? GO!


Friends at http://www.Moon-Audio.com make the best audio cables in the world. Their cables connect to headphones and earphones and passions run HIGH where people's music and gear are concerned.

See Moon Audio's Fostex vs. Sennheiser Question Here
on.fb.me/1uOFvEv

That link takes you to Moon Audio's Facebook page where use of vs. prompts passionate shares and stories of experience and joy. Great simple idea to promote engagement, garner User Generated Content and learn how your customers really FEEL about the brands you sell.

We are working on a vs. tool for Curagami (http://www.curagami.com ) our marketing tool suite meant to create exactly the kind of community Moon Audio is generating right now thanks to a simple "vs." question.


Via Martin (Marty) Smith
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Storytelling Is The New SEO [LIVE Raleigh SEO Meetup 3.26] TRENDING on @SlideShare

Google Panda and Penguin algorithm changes have a secret implication - that content is truly and finally KING. Not all content is equal. Some content has higher engagement potential.

Storytellig Is The New SEO discusses how leading online storytellers such as RIE.com and Patagonia.com weave stories into their website, communication and marketing.

Developing a gamification layer is key to making stories resonate over time. SEO is the New Storytelling discusses how to create three types of gamification: Active, Passive and Real Time.

Presentation was created for Raleigh SEO Meetup: http://www.meetup.com/RaleighSEO/ on Tuesday 3.26 and will be broadcast live via a Google Hangout.

Join Google Hangout here: https://plus.google.com/events/c46hqgi89ig21oef90qafggoiho  


And yes, SEO is the great white whale :).

COOL, tendingn on SlideShare with over 2,000 views in a day! LIVE tomorrow night. 



Via Martin (Marty) Smith
John van den Brink's insight:

Great presentation on Slideshare. Thanks Martin!

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Parker Donat's curator insight, April 9, 2013 6:53 PM

I'm a huge fan of this Slide by Marty Smith. 

Martin (Marty) Smith's comment, April 10, 2013 10:46 AM
Thanks Lisa, Jonny and Parker. You guys ROCK :). Marty
Martin (Marty) Smith's comment, April 10, 2013 10:47 AM
Thaks to the "other Martin" too. Martin Sturmer ROCKS too.