Was Brands In Public Run Out Of Town?

• Those with a keen interest in online reputation management will have detected the stir caused by Brands in Public – Seth Godin’s Squidoo spin-off. You might also have heard that a tide of criticism caused a bit of a rethink and change of approach.
• In essence there was a mis-match in perceptions. The Big Idea behind Brands in Public was to bring together all the online conversations about big brands into one place – then for a monthly fee allow brands to engage with those conversations.
• On the face of it, this seems like a fairly low-controversy idea. The conversations are happening anyway; on Twitter, Facebook and countless forums. Tracking these is incredibly difficult and time consuming. Brands in Public charges a not inconsiderable fee but offers a ready-made solution. All the big brands need to do is engage and, hopefully, enhance their reputation and standing with their customers. They can also quickly get ahead of any negative stuff that might, otherwise, snowball before it even comes to their attention.
• To illustrate the point, Brands in Public created a range of big-brand pages all ready to go. But since the brands in question didn’t get to engage with their own feedback unless they signed up, it seems they took exception to this. Words like “extortion” and “Brand Hijacking” have appeared in various reports and so these pages were taken down.
• Which is fine. If there’s one thing the Squidoo management understand and embrace it’s receiving and acting upon feedback. The perception of their Big Idea was in danger of being seriously undermined with the very people they were wanting to pay for the service. Rapid adaptation therefore was in order.
• But for those of us sitting back and watching, what does this tell us about the wider picture for online Reputation Management?
• I looked at several of the Brand pages before they were taken down. There WAS some negative feedback included for a balanced picture, but for the most part feedback was positive. The list of initial pages read as a “who’s who” among the big brands – to be on that initial list would, I’d have thought, been cause for some satisfaction for the various marketing departments; a validation of their brand status.
• Instead, though it seems there was a gut reaction “we don’t control this – and we’re not about to pay for the privilege”. It seems they recognised that this was big enough to pay attention to, but only insofar as they wanted it shut down RIGHT NOW – and this despite generally positive feedback and being in some pretty lofty company.
• Which all seems to suggest that Seth Godin still has some work to do on the attitude front. If Reputation Management means controlling EVERY mention of a brand online and monopolising the discussion of the brand then marketing departments across the globe are placing their fingers in the proverbial dyke.
• What reputation Management will have to ultimately become is ENGAGEMENT with the discussions; a balanced approach to the good and bad feedback any company will get over time. And whether or not Brands in Public becomes the main forum for this, the basic idea behind it will surely be at the heart of this approach; draw the conversations into one place, then engage with them efficiently. Oh, and by the by, in doing this promote the brand itself!

How Social Networking can bring your business to life.

• When considering marketing through the medium of social networking, the initial reaction of many companies is lukewarm at best. Typical responses include:
• “Facebook is something you do at home – or try your best to stop your employees doing during work hours!”
• “Twitter is a faddy site inhabited by Stephen Fry and possibly one or two other celebrities.”
• “No-one can decide whether Twitter will be gone next week or will be the biggest thing in marketing since someone decided to sell bread pre-sliced.”
• Perhaps MY biggest “concern” was who on earth would find a business profile on a social media site worth joining? Who cares enough to want to receive a twitter about a business?
• But in asking - and answering - that question lies the secret of success. There ARE aspects of any business that are interesting. We all work (well, most of us!) and so we all share some common ground in terms of shared experiences. Also, there will be aspects of just about any business that are unique enough or interesting enough to be twitter-worthy or worth posting on a blog.
• For example, one of our clients who wanted to give social networking a go but was initially unsure about it has discovered that there are any number of aspects of a rural holiday park that lend themselves to social networking. This includes the challenge of bringing a new caravan onto a site (filmed and uploaded to youtube), local theatre performances and festivals (events posted to Facebook page) and the ever-changing local wildlife with new arrivals of birds and marinelife to the area, as well as some spectacular sea conditions sparked by high winds (the park blog and photo album on facebook).
• This same client has actively encouraged all their staff onto Facebook to post about the business, comment on the new flower beds as well as promote the page through their main website so guests can keep in touch with their favourite holiday destination all year round.
• Another client uses twitter to keep former guests updated with late availability offers at their hotels – and they have followers by the hundred. They promote Twitter through their regular newsletter as being the best way to be informed about the latest, best deals. They can also throw in the surfing conditions on Cornwall’s north coast for those considering a short weekend break for that purpose.
• So, alien and strange though it may seem at the start, promoting your business through Social networks is really just about sharing anything “fun, quirky, useful or interesting” from your day. The actual marketing (late offers, new products etc) happens by itself as part of this process once you become comfortable with sharing this type of information as news. It’s actually more fun than a lot of “work” and could lead to you booting your kids off Facebook or Blogger rather more frequently then they would wish!

SEO on a new website – Why make life hard?

• Whether you are re-launching an existing website or starting from scratch, the chances are that at some point in the evolution of any “new” website you are going to think about search engine visibility. The finest, most user-friendly, visually stunning website ever created still needs people to find it after all!
• From my experience, though, the “some point” that a lot of people consider this is several months after the site has gone live when the expected traffic and income hasn’t materialised.
• This can occur even when clients have been strongly advised at an early stage to consider SEO as part of the project. The problem, I think, is that when looking at a reasonably large and important project, which is not cheap, spending more money on something as “ethereal” as SEO doesn’t always seem attractive.
• But here’s the thing: If SEO is front and center of the design process from day one you get better and more sustained results – and so the return on your investment is much improved. There are some very good reasons for this.

1. In considering keywords at an early stage you also think in detail about target audience, the purpose of your site and from that you create relevant, keyword rich content.
2. The design team can integrate this into the site with relevant, intuitive navigation that draws the target audience into the site towards the desired conversion point (be that a sale or enquiry).
3. From this process comes a website that from day one is fully focused and relevant to the search terms for the business. Titles, tags and text seamlessly match to create a website with a clear, search engine friendly identity that also meets the exact needs of the target audience.

• The result is a site that is visible AND that performs. Linking to such a site is much easier then for one with little clear identity or, worse, a site that is attempting to be visible for one set of search terms when the content is geared to another.
• A well-thought-through website, with a clear identity ATTRACTS links. It attracts traffic, it ranks well because it is relevant, it is friendly to social media because people know what the site is about and, in turn, can market it for you by sharing with their friends.
• SEO isn’t just about traffic volumes, therefore, but something that can enhance the DESIGN outcomes of the project by generating a better end result. The fact that it also has a direct correlation to traffic volumes and so income generation (whether through leads or actual on-site sales) is just one more very good reason to think about it early on.
• So, why make it hard? Thinking about SEO from day one will pay dividends – leave it until later and you have a much harder task.

New Eden Project Accommodation Listings

• We are delighted that our Eden Project Accommodation website has seen a surge in popularity this month. We have added a collection of new listings on the directory in the last couple of weeks. These listings appear in both the B&B and self catering sections with several businesses taking advantage of the new £99 lifetime listing offer.

(Porthtowan Beach)

• The first addition to the Eden Accommodation site can be found in the self catering section of the website. Beachside Stone’s Throw is a fantastic holiday apartment overlooking Porthtowan beach. Sleeping up to 5, the apartment enjoys a private balcony, parking and a truly stunning location on Cornwall’s north coast. Beachside Stone’s Throw is within easy travelling distance of the Eden Project being close to the A30. In addition to Eden, staying at this apartment allows guests to explore much of southwest Cornwall including Penwith, Penzance, St Ives, Newquay, Helston and The Lizard.

• The first of the new B&B accommodation providers to appear on the directory was Arches Guesthouse in St Austell. The Arches offers a high standard of en suite accommodation to guests including the indulgence and comfort of a four poster bed in the Green Room. Being located on the new cycleway to Eden, Arches B&B is very conveniently located for the Eden Project and is popular with walkers and cyclists visiting the attraction.

(Green Room at Arches B&B)

• Also to be found in the Guesthouses and B&Bs listings is Rosemoor B&B. Rosemoor offers guests comfort, freedom and privacy. The guest accommodation is in a separate annexe to the main house with a guest entrance adjacent to the car parking area. Rosemoor B&B is close to bus routes to the Eden Project and is ideally located for St Austell’s amenities and The Lost Gardens of Heligan.

• For further information on advertising, why not visit the Eden Project Accommodation website?

• Other advertising websites offered by Cnx include Cornish Connexions and the Cotswold Way Accommodation Directory.

New Listings on Cotswold Way

• The Cotswold Way Accommodation Directory has seen two new listings added so far this month, adding to the variety of available accommodation on the site. The directory, which is one of our in-house projects, is continuing to perform very strongly in the search engines and the new businesses choosing to advertise on the site are a positive sign of the growing popularity and profile of the site.
• California Farm is located between Winchcombe and Leckhampton. As this is a particularly stunning section of the route, walkers may well be attracted to the idea of breaking their journey here to take time to enjoy it. In addition to delicious breakfasts, California Farm’s owners offer evening meals to their guests by prior arrangement. The farm owners also operate a small riding stable. Guests who might be interested in riding should enquire at the time they make their booking. Accommodation offered includes a choice of double and twin en-suite rooms.
• As well as being well suited for walkers, California Farm is ideally placed for accommodation for race meetings at nearby Cheltenham racecourse. From California Farm a short car drive provides access to the county city of Gloucester and the Roman town of Cirencester.
• At the “top” end of the Cotswold Way, is The Old Manor at Paxford. The Cotswold village of Paxford is close to Chipping Campden and the owners of this lovely B&B will collect guests by car from a convenient local location if required. The Old Manor typifies local Cotswold manor houses with butter yellow sandstone and mullioned windows. Guests can explore the local area on foot or by car (a taxi service is available for guests for tours and visits) including Stratford-upon-Avon and Bourton-on-the-Water.
• Like many friendly B&Bs along the Cotswold Way National Trail, The Old Manor offers freshly prepared home-cooked evening meals by arrangement for the convenience of guests. Accommodation is double en-suite with a bed-settee for children to share with parents.
• Visit the Cotswold Way accommodation Directory at: www.cotswold-way-accommodation-directory.co.uk

Spiraclimb extends it reach

• Spiraclimb has been successfully selling via the website for quite some time now. The recent addition of the ability to make card payments on the site has done it no harm at all, but the latest innovation is quite bold.
• We have added an "Oversees order" section to the website, allowing orders of the product to be placed from anywhere. As with domestic UK orders, these are despatched on the same working day as the order is received.
• This was an interesting move for Spiraclimb, if only because it was not clear how high the product's profile is overseas (though the site consistently performs well in google keyword searches which must help).
• However in a very short time, we have received orders from both the US and Australia proving that in the World Wide Web if your website crosses boarders so too can the product you sell!

Blowing your own trumpet successfully!

• A successful website sells your company, its products, and celebrates the strengths of your company. Many of our clients include a section within their website for case studies/successful contracts. It might feel like shamelessly blowing one's own trumpet but actually such information has an important function
• It's no different, really, to us including a portfolio of our designs on our own website. If you are proud of something your company has achieved, you should not be shy about advertising the fact and your website is an ideal place to do it for a number of reasons.
• Firstly, it sells your business by establishing your successful track record, not with general sales slogans but through concrete examples. This method is far more convincing then fine words which we are increasingly skeptical of in any case. It allows potential clients to see examples of your work and which other companies have entrusted work to you.
• Secondly, it is a productive way to add regular new content to your website. A case study/portfolio page, in combination with a company news page, means that you can generate relevant content onto your website quite easily. It shows visitors that your company is self assured and proud of its achievements, moving forward constantly.
• Of course regular fresh content is also something the search engines reward, particularly if you flag up the articles using Digg, redit, stumble, twitter or similar Web 2.0 applications. There really is no downside to be honest!
• In the case of Naston, this self assured positive attitude has paid off in a huge way as they have recently become part of the SEMCAN group. SEMCAN look for precisely the qualities Naston have long proudly announced on their website; innovative products, specialist knowledge and expertise, a loyal and expanding client base and a healthy order book!
• For a good example of the case study approach, take a look at Naston's project reference list list, whilst our own company news page serves to show just how much content, along with useful links, can be generateed by celebrating the regular achievements of your company.

Newquay Hotels

• These two hotels share a website; www.newquay-hotels.co.uk. The stylish and modern appearance of the site reflects the standard of accommodation on offer with both hotels looking fresh from recent interior designed refurbishment.
• The Espanade caters for a variety of guests including young families. The breadth of appeal is reflected in the accommodation section which offers a variety of room styles to suite different needs and tastes. The website is very easy to navigate with information presented clearly. Images are integrated with a visually attractive style of page formatting which presents guests with a highly favourable impression of the accommodation and holiday experience on offer.|The site also provides information on using the Esplanade for functions, such as weddings and business conferences. You can contact the hotel through an enquiry form on the contacts page which also provides phone, fax and postal address details.
• The Esplanade is a 93 bedroom hotel situated at the southern end of Fistral Beach. The hotel boasts a spacious dining room, indoor and outdoor swimming pools, a ballroom, cabaret bar and childrens’ play area.
• The Bay Hotel’s website details an impressive array of business conference, function, spa and gymnasium health facilities. Maintaining the same style of layout and user navigation, the Bay Hotel’s website is both informative and visually stunning; exuding class and style. Clearly catering for the active, health conscious holidaymaker, the website offers details of facilities and services on offer in a clear context. The site succeeds in selling the hotel as a quality venue for business conference events.
• The 97 bedroom Bay Hotel is situated at the very southern tip of Fistral Beach. Linked to this hotel is the Bay Bar and Fistral Spa.

Getting It Right - Business to Business Sales

Getting it right: A case study in business to business sales

• If you were to stumble across the World Art and Crafts website you would initially be forgiven for assuming you had found an online shop selling a truly stunning array of ethnic handicrafts from around the world. You’d be right, up to a point, but in fact this website (www.worldartandcrafts.com) is in fact a wholesale outfit which sells to trade customers only.
• For the most part, buying from a wholesaler is very much a pale shadow of the domestic shopping experience. Their premises lack many of the finer comforts we expect from our daily retail outlets (small things like carpet, natural light possibly even heating!). Not so this online wholesaler. The website cuts no corners, presentationally speaking, and indeed is one of the more visually striking sites we’ve been involved in at Connexions Web Solutions.
• The site follows many of the conventions of an e-commerce site but only trade users who are registered can actually place items into the “basket” and proceed to checkout in the usual manner. Products are clearly categorised down the right hand margin, with photographs of examples. Clicking on a category brings up a detailed list of products, illustrated with high quality photographs and product information. The buyer can be clear exactly what they are ordering and the products on offer are stunning and beguiling, representing the best in artistic style and craftsmanship from around the world.
• The World Art and Crafts website goes beyond merely supplying products, however. The company offers a variety of schemes aimed at getting new businesses off the ground with initial stock packages. These range from smaller scale working from home party plans or craft fair packages to a more impressive franchise, style package to support a newly opened shop. The information is clearly presented, free of small print and hidden catches, with photograph illustrations of examples of the stock on display. In all, an impressive example of straightforward, ethical business practice.
• This ethical approach is central to the company ethos with all stock offered being purchased according to Fair Trade standards so that the benefits of the company’s activities are felt by the artists and craftsmen who make the products as well as traders here in the UK. Overall, World Art and Crafts present a corporate image and standard of service more commonly associated with a small, highly focussed service provider whose survival depends on delivering above expectation at every time. We all know this type of business always delivers superb value.
• It’s refreshing to see the same standards applied to an online wholesaler and I image World Art and Crafts’ customers feel much the same way!
• Incidentally, though this is a “trade only” website it’s worth a browse regardless since you can explore the entire range of products without registering your details. Follow the link to
• www.worldartandcrafts.com

Web Design and Marketing Services (Part One)

• When to call in the professionals?
• Does your business need our services? That’s a question I’m likely to answer “Yes” to, since I work for a professional web solutions company. So, by all means assume I’m biased for now but please judge the content of this post on merit!
• In my defence, I’m relatively new to the internet and e-commerce sector, my background being more in face to face (or call-centre to telephone) customer service. I’ve worked as a recruitment consultant, a sales support manager and (I hesitate to admit) an insurance claims assessor. When I examine a website, or evaluate a service, I look for practicality and value for money. I’ve a pretty good understanding of what a business customer is looking for from a service or solution provider.
• So, with my credentials in the open, I return to the question above. When do you need the help of professionals with your corporate website?
• Firstly, it has to be said that it depends greatly on the level of expertise available within your own company. Many businesses handle their own website design, hosting and maintenance in-house. If you have the resources and expertise to achieve the desired result that’s fine. Obviously, having a full time staff member dedicated to your web presence creates a significant “running cost” but if the nature of the website requires full time development and supervision, in-house might well be the way to go.
• Perhaps less wise is tacking responsibility for a website onto other job responsibilities. I’m aware of websites which are updated sporadically, and frequently contain inaccurate or out of date information because of the fluctuation in workload of the person responsible for website maintenance. Websites which are out of date, or contain “under development” pages for considerable lengths of time are every bit as damaging to a corporate identity as a shop window left boarded up for months after the shop has opened for business. Rather than showcasing your company, such a site can really put people off – and that affects the “bottom line” in real terms.
• If your website suffers from sporadic up-grade syndrome then seeking the services of a web solutions company might be the way forward – if you care about your web presence. The web solutions company is being paid by you to ensure your site gets the attention it deserves and improvements will follow rapidly.
• On a smaller scale, it is of course possible for computer literate, but relatively inexperienced, business staff to create their own website. For any business the prospect of paying for something you think you can probably manage yourself does not, on the face of it, make a great deal of sense. However, if that were truly the case web solution companies would only get business from clients too lazy to make the effort and a professional site would look no different at all from thousands of “DIY” websites. We’d be unable to convince anyone of the benefits of our services – and that’s definitely not the case.
• Website design is a profession. People working in the field have to be creative; constantly seeking new looks, styles and fresh ways of doing things. They’re craftsman of a sort, having refined many aspects of what they do over time. They have the benefit of experience and that is always worth investing in because it takes years to replicate in-house (and if you’re counting on your website to generate revenue you probably don’t have the time for trial and error). Website designers know what works. They can match the requirements of your site to solutions which generate the desired results. Critically, a good company can also ensure that your website appears prominently in search engine enquiries. That’s trickier to do alone.
• Putting a website “out there” in no way guarantees people can find it!
• So what it comes down to, finally, is a single question: “How important is my web presence to my business?” If you intend to sell your goods and services by e-commerce, or expect a significant proportion of initial enquiries to come via your website then I think the answer is obvious. That being the case, surely it makes sense to bring as much expertise as possible to bear on what is a crucial foundation of your hoped-for success?
• To learn more about the services available to businesses from us, view our website at http://www.cnx-solutions.com/ or contact us by telephone on 01326 375556.