Hashtags and Ham Sandwich Marketing

ham sandwich marketingAs I was reading every possible book and resource on blogging, I came across the great title: No One Cares What You Had For Your Lunch: 100 Ideas for your blog. It turned out to be one of the most important marketing lessons, about blogging, micro-blogging (Twitter), social networking (Facebook), and business networking (LinkedIn).

Now, we add the posting of nonsense hashtags to Twitter and Facebook to a long list of pointless activities. And not just nonsense hashtags, but many, on a single post. Don’t think it looks hip or smart, momentarily, but there is no upside impact, particularly on Facebook. In fact, the reverse is true.

Each HASHTAG should have a purpose…

The essence: In all forms of advertising, marketing, social media, and networking you are vying for people’s attention within brief and/or limited time constraints. It is important for your words and images be pithy, crisp, motivational, interesting, and memorable.

To rambling about topics which don’t pass the ‘Who cares?’ test is not just a waste of a reader’s time, it increases the likelihood they will tune you out in the future.

Facebook offers many options for people to lessen your presence, including demoting you to acquaintance status or turning off the appearance of your updates in their news feed. So, with those choices (and others), to unfriend or block someone and likely offend them; you can simply silence them.

Just what is Ham Sandwich Marketing? It is my buzzword phrase, inspired by the aforementioned book. It is my notation of meaningless posts and status updates that are useless and annoying to everybody but the person who initiated them.

Example: “Just had lunch at Wolfgang Puck with Susie, Johnny, and Big Al.”

My response (Either mentally or actually, by Direct Tweet, Direct Message or Public Facebook Wall Post): “Did you have a ham sandwich?”

ham sandwichIt’s my not-so-subtle sarcastic way of nudging the poster or blogger with the subtext: “I read your item. Am I supposed to know who Susie, Johnny and Al are? Am I supposed be impressed you lunched at Wolfgang Puck. Why don’t just tell me you had a ham sandwich. That would be equally unimpressive and unnecessary?”

If you’re lunch was outstanding, take a picture of the ham sandwich. post about the freshly made Dijon mustard, the soft fresh-baked roll, and what variety of ham was involved. Then there is possibility of being entertaining. Otherwise, you’re just engaging in Ham Sandwich Marketing.

In today’s fast and furious world of communications, being boring is a big crime. Being irrelevant is a felony offense.

Don’t waste people’s time. Be interesting or be gone!

Andy Ebon - wedding marketing expert

Andy Ebon
The Wedding Marketing Authority
The Wedding Marketing Blog

MidWest DJs Live Conference Details

MidWest DJs LiveMidWest DJs Live will convene its conference, Sunday and Monday, April 12 & 13 at the Crown Plaza Milwaukee. It is the seventh year for this gathering of entertainment professionals within the region.

Andy Ebon will be representing WeddingWire as parts of its National Education Team. He will be giving a 2-part presentation on blogging, one session on each day of the conference. His content will cover the vast marketing, technical, and creative elements of blogging, with focus on why every small business owner should have a blog.

Some of the other industry presenters include:

  • Mitch Taylor
  • Peter Merkle
  • Alan Dodson
  • KC KoKoruz
  • Howard Wallach
  • Scott “Smokin” Silz

For those who would like attend, for details and online registration, visit MidWestDJsLive.com

Noreen Azuzu
Contributing Writer
The Wedding Marketing Blog

Facebook Removes PERSONAL PROMOTED POSTS option

Facebook-dislike-buttonAt the Wedding MBA Conference, last week, I made a presentation on blogging, asserting it should be the foundation of every wedding businesses’ online marketing program. I referenced an article I’d read, which said (paraphrasing)…

“Would you rather own your social media platform or rent it?”

The point being, you can post to your heart’s content, about whatever you think is relevant and important, on your blog. However, when using other platforms, such as Facebook, Twitter, etc., you are subject to changes in their policies and rules, often made overnight and without warning.

In the words of Tony Kornheiser,

“I believe I had that right!”

Almost on cue, Facebook removed the option to Promote a post, at a price of $6.99. For those people who have been using a Facebook personal page for business purposes, you have been left high and dry. Early in the year, business owners were first mystified, and then enraged, and their reach on Facebook updates took a decided downturn.

Over time, each time Facebook tweaked their algorithms which determine who sees your update, the raw percentage dwindled. By early 2014, only 6-7% of your Facebook friends were getting your updates on their news feed. Now, GETTING THEM doesn’t mean SEEING THEM. The news feed flies by, and friends may or may not see them.

Facebook was presenting us with news feed of organic, promoted and sponsored updates. In simple terms, with dwindling reach, you presented an opportunity to buy back visibility to the friends YOU ACCUMULATED , often over a long period.

Congratulations! The rug has officially been pulled from beneath your feet.

blog-blocks-2I have insisted, over several years that using a personal page for business would be fine, until Facebook decided to pull the plug. And, at that point, it would be smart to have a business page, up and running.

In my mind, many of us have been in denial about the ongoing benefits of FacebookIf you build a business page on Facebook, that’s a good move; however, you still have to pay to BOOST your updates, there.

The stronger move is to build and support a business blog (or fortify an existing one) and attract an audience, directly, and with various Social Media platforms as leverage, in this effort.

This post is not an “I told you so”

It simply points out a significant change in Facebook marketing, and suggests that each business look for more stable ways to share its news and marketing messages.

NEXT PREDICTION: Facebook will freeze personal pages being used, primarily, for business purposes.

Andy Ebon
The Wedding Marketing Authority

W E D D I N G W I R E
Education Expert

WeddingWire World DC: Next Stop

WeddingWire World Speakers
WeddingWire World Speakers

WeddingWire World DC used to be a 1-day, 1-location educational conference in 2012 and 2013. In 2014, WeddingWire World has expanded to five cities. On Monday, June 16th, WeddingWire World returns to DC, near its corporate headquarters.

It’s about the approach

WeddingWire World has its own flavor, style, approach and takeaways.  It is efficient, paced quickly, and peppered with three types of presenters:

  • In-House WeddingWire Experts
  • National Wedding Industry Education Experts
  • Regional Industry Experts

The sessions are 30, 45, and 60 minutes, with short-short 5 minute breaks. The last two sessions of the day are breakouts. The rest are general sessions.

Speakers make themselves for questions during breakfast, lunch, and the day-end cocktail party.

There are WeddingWire Customer Satisfaction Experts available throughout the day to assist current and prospective advertisers with answers to their questions. Invariably, most questions centered around maximizing a business listing or better understanding and utilizing back-end tools to communicate more effectively with clients and manage one’s business.

Prepare Yourself

WeddingWireIt’s a full day, 8am – 6pm, so get some rest and clear your brain.

If you take away just a couple of gems from each session, you’ll be supercharged.

You can look for the heavy sell, but you won’t find it on the WeddingWire stage. All presenters are there to information, explain, and education…. PERIOD!

… refreshing!

You don’t have to live in Greater Washington DC to attend. Anywhere in a few hours driving radius the Gaylord National Resort and Convention Center should consider a Sunday drive and a productive Monday. Oh, there are no rules against flying in from further away.

Hope to see you there…

Andy Ebon - wedding marketing expert

 

 

Andy Ebon
Wedding Marketing Authority
The Wedding Marketing Blog