I can already hear the rumblings of controversy based purely on this title.  Over the past few months, our social media division at Gibson Design Management and our subsidiary media company, OttoPilot Media, have been discussing objective ways to measure our social media efforts for our clients.  This has included discussion of customized metrics for each of our clients based on business and marketing goals.

I’m going to say it, so argue away: having more people “like” your Facebook business page is better.  This does not mean that you can just stop there.  You still need engaging content and someone consistently monitoring and responding so that it is a conversational platform.

When I first graduated from college and worked in sales and marketing for NVR, we were taught that a large part of sales is a numbers game.  If you don’t speak to anyone, and you don’t set any appointments, and then you don’t write any contracts, you’re not going to make any sales.  However, the (qualified) leads that you generated and the more appointments that you had meant that statistically you would be more likely to achieve your sales goals.

Don’t get me wrong- it did matter that these leads were qualified and that I was good at my job.  I wasn’t sitting down with 15 year olds who wanted to buy an $800,000 home.  However, these interactions were one-on-one.  It does not cost you any extra money on Facebook to reach 100 or 1,000 additional people via your page.

With Facebook, every time that you post, the number of people that post reaches is purely the number of people who “like” your page.  If that number is larger, you have a greater reach and reach is an important metric.  If your objective is brand awareness, having more people know about and like your brand is important.  If your objective is more sales, you are more likely to sell something with a greater audience.

Tomorrow is National Martini Day, but today is National Splurge Day (or National $plurge Day).  It’s probably fitting that a drinking holiday comes the day after a huge spending holiday.  You will likely need a drink after the fortune that you spend, or at least think about spending, on a great day of stimulating consumption.

I asked a few of our team members what they would splurge on today.

Martha's splurge- a vacation ending in Savannah, Georgia

“A 2 week vacation along the East Coast – New York to Savannah, Georgia, visiting museums, historical sites, etc.”  – Martha Kirkpatrick, Director, Member Services

“Haha I will try to think of something other than the iPad… although let’s be honest!” – Amanda Butterworth, Senior Director, Creative Services

“I would upgrade the rest of my flights in 2010 to First Class.  I might also buy some new Ferragamo shoes so I’m flying in style.”  – Yours truly (Alexandra)

“Prada shoes.” – Andrea Gibson, Advisor

Amanda's splurge- An Apple iPad. Photo: wired.com

On this spending day, I also started thinking about what I would really want to splurge on for Gibson Design Management or any of our other companies.  (more…)

3D renderings are still a very strong tool to use in client and potential client presentations.  However, for those design firms that truly want to set themselves apart, Gibson Design Management recently started offering animated walkthroughs.  This is a true “Wow” factor for your clients.  They are not inexpensive, but they are very powerful.  As we rolled out this new service, I took a step back and put myself in the design firms’ shoes.  I asked myself, “How can this help our members’ and clients’ businesses?”

Rendering by Gibson Design Management

Here are three main ways:

1. Sell emotion. When your client is able to see what their space is going to look like before it is even built or remodeled, they are going to bond.  They will bond with the space.  That bond will extend to their bond with you as the design firm.  Often it is difficult to communicate a visual to a client using words.  Eliminate the need for words and show them exactly what you mean. (more…)

Thank you so much to Todd Wickersty at Business Bullpen for inviting me to guest post on their blog today.  See the full post on their blog by clicking “read more” below!

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Those who are not active on Twitter (or have never signed up) frequently ask: “What’s the point?” or “Is this really going to help my business?”

The short answer is: yes.  I know that it works because it has worked for our business in 6 very distinct ways.  The holy grail of social media still leaves the question of how to effectively analyze social media efforts.  It seems that John Lovett and Jeremiah Owyang, from Web Analytics Demystified and the Altimeter Group, are on the right track for creating a framework.  Until then, the list of 6 will have to be statistics free.

Creating leads. Twitter helps foster relationships if used properly.  It’s a way to engage in conversation and offer answers when asked—without expecting anything in return.

Click here to read more…

If you aren’t able to travel this summer, the French Martini might be a winning substitute for any foreign culture cravings (or, at least it will satisfy your taste buds).  This particular recipe was served as a part of last week’s Denver May Market at the Grange Showroom where Alexandra spoke about the importance of company blogs while the audience enjoyed delicious French fare and martinis. Wish you had been there? Luckily, you can create your own French martini and enjoy it wherever you might be on the globe.

Ingredients:

• 2 oz Vodka
• ½ oz Chambord
• 2 ½ oz Pineapple Juice

Preparation:

1. Back a shaker full of ice and add all ingredients
2. Shake or stir (Note: the pineapple juice makes the drink cloudy anyway, so the shaking gives a nice light texture because of pineapple juice’s tendency to froth!)
3. Strain into a martini glass.
4. Garnish with a lemon twist.
5. Enjoy!

If you haven’t already signed up for our monthly newsletter, The Gibson, add yourself to the list and a new martini recipe will be yours every month.

A salon in our hometown of Charlottesville is doing a great job with promoting its business on Facebook.  They have tremendous fan interaction and loyalty, and you can really see the personality of the salon, without even stepping foot in the door.  In fact, I was so impressed with their company after being a fan on Facebook for the past few months I even considered scheduling my next hair cut there…until today.

I am a fan of their page on Facebook.  A week ago, they posted on their wall that if they got to 1,000 fans (now “likes”) by the end of May, one of their fans would receive a giveaway.  This is clearly against the Facebook Terms of Service agreement which now prohibits contests being held on a Facebook business page unless offered through a third party vendor or approved by Facebook directly.

I felt a bit like a little kid saying “my mom says that you’re not supposed to do that”, but I wanted to make sure that this salon did not get in trouble and have their hard work on Facebook be for naught.  I commented on the giveaway post by the salon and diplomatically told them to be careful about offering contests on their page.  I also said that I was not sure how actively Facebook was enforcing these guidelines, but I wanted to be sure that they knew.

What did the salon do???  They deleted my comment.  They have then proceeded to post more on their wall about this giveaway, even weekly contests to their “likes” group.  (more…)

I will be presenting at the upcoming Rocky Mountain Designers’ Market at the Denver Design District!  If you plan on attending the Market, or are an interior designer in the Denver area, please come see me for this free event on Wednesday, May 12th at 4 pm at the Grange showroom.

My presentation will cover how a blog can be a great way to better build your brand, to attract your ideal client, and to ultimately help your bottom line.

Special thanks to Grange and the Grange showroom in Denver for inviting me to speak.

Of course, martinis will be served.

For more information on registering for the Rocky Mountain Designer’s Market, click here.

The to-do list can be a daunting document.  For every one item you check off, you probably add two.  For many of us, it is far longer than the number of hours that we each have in our days.  The question then is: “how can we set up a strategy to prioritize the to-do list so that you are best utilizing your time”?  Think about ROI (return on investment) as your ROT (return on time).

Too Familiar?

Here is a new system that we created within our company.  I suggest that everyone have the same 3 categories across the team, but that the prioritization is role-specific.

Determine your 3 categories that all of your actions fall under (or should fall under).  In our company, I determined the following as our 3 categories:

1. Revenue producing:  an item on the to-do list that will bring money into the company
2. Service-related:  an item on the to-do list that will make our members or clients lives and businesses better
3. Brand awareness and networking: actions that will help build our brand throughout the industry and beyond

Based on your list, prioritize your categories.  My particular role in our company is bringing in new business and also long-term strategy.  If my role was to service our clients and members more directly, I would prioritize the categories differently.  Therefore, my category prioritization is as follows:

1. Revenue production
2. Brand awareness, strategy, and networking
3. Service

Determine some examples of what each category would entail.  For example, I would use the following examples for our company:

1. Revenue production: sales calls, creating letters of agreement, invoicing, etc.  For your firm, this might also be billable hours or creating proposals.
2. Brand awareness, strategy, and networking:  arranging presentations at design centers, writing blog posts, staying connected with my professional network, etc.
3. Service:  adding functionality to the website that would improve the client experience, monthly member calls, etc.

A few more ideas:

• Establish a “D” category.  There will naturally be things that fall into the “Other” category.  We call those category “D” items.  These will still need to get done but in the prioritization exercise, they will be the items that are least important to your business.
• Every time you add something to your to-do list, make sure that you put a letter next to it or color code it.  This will show you where you need to be prioritizing and what items can be downgraded.

For more great techniques to work smarter, I suggest Gina Trapani’s columns at FastCompany.com. What systems do you use to prioritize your laundry list of to-dos?

Sometimes, receiving confirmation that you’re taking the right steps for your business is all it takes to push you ahead even further.  Success is closely linked to communication, which is why it can be particularly advantageous to talk to someone, ask questions, and discuss any possible ideas you hope to incorporate into your business structure.  This is exactly where Martha Kirkpatrick, Director, Member Services comes in for our Gibson Design Management members.  Martha provides immeasurable assistance to clients through monthly “sounding board” calls, where she lends an ear and her thoughts, helping members sort through any inquiries or ideas regarding their business’ success.

This is a service offered to all members (and included in the price of monthly membership!), and one that has played a particularly important role within our clients’ businesses—allowing clients to fine-tune new ventures, determine how to effectively use their Gibson Design Management membership, and mold personalized strategies for branding, marketing, expansion and more.  Here’s what members have said about the importance of conversation and sounding board calls:

“I think of Gibson Design Management as a very capable employee that I have on call at all times. Whether it’s product sourcing, CAD drawings or advice that I need, Gibson is always there to save me!” — Marlene Oliphant, Marlene Oliphant Designs LLC

“I love working with Gibson Design Management!  Although technically a solo-entrepreneur, I have a team of knowledge, support and creativity on my side at all times.  Monthly member calls with Martha remind me that I never need to “go it alone”!” – Sarah Devaney-O’Neil, Storibook Designs, Inc.

“The monthly mentor calls with Martha Kirkpatrick have been very helpful.  Martha always immediately finds the answers to my questions and reports back to me within 24 hours, if not sooner.  I know that in Martha I have someone to go to if I ever have a question or a need and that it will be taken care of.” — Randy Trainor, C. Randolph Trainor, LLC

“For the past several months, I’ve had the opportunity to participate in monthly coaching calls with Martha Kirkpatrick.  As the owner of a small interior design firm, I have found the calls to be both productive and motivating. Martha has listened to challenges and helped brainstorm solutions for a variety of business topics. These calls have become, without a doubt, one of the greatest benefits of my membership with Gibson Design Management.” — Vicky Serany, Southern Studio Interior Design

If you are a Gibson Design Management member and have not yet taken advantage of the sounding board calls, please email Martha to schedule.  If you are not a member, and you would like to find out more about becoming a member, please email Alexandra Gibson.

Happy Spring!

After a snowy and (seemingly) endless winter, spring has finally arrived in full force: the sun is out, flowers are blooming, and jackets are becoming a distant memory.  Nature’s happy perseverance is definitely something to celebrate.  So, in the spirit of spring, the GDM team has answered some questions about what we’re looking forward to most this season:

1. How will you spend time outdoors this spring?

Martha Enjoying a View of the Rockies

Riding my horse.  We’ve had so much snow this winter that he’s gotten fat…him not me.
-Alexandra Gibson, President/CEO

My husband and I love to take late spring motorcycle rides through the Colorado Rockies, experiencing the beautiful scenery coming to life after a long winter.
–Martha Kirkpatrick, Director, Member Services

I can’t wait to bike from Rosslyn to Old Town Alexandria with my friends. The Mt. Vernon Trail is right along the Potomac – a gorgeous ride to gorgeous Old Town!
-Amanda Butterworth, Director, Creative Services

Walking to the Charlottesville City Market on Saturday mornings for Shenandoah Joe’s iced coffee, running outside, and reading poolside.
-Lolly Rush, Senior Associate, Member Services

Doing homework in a bikini on my back porch to upset my crotchety neighbor and his 20 feral cats.
-Isabel Lampton, Intern

Grilling outside with friends on spring evenings, watching UVA lacrosse games at Klockner Stadium, and wishing I had a puppy to walk.
-Jessye Aibel, Social Media Intern

A View of D.C. from the Mt. Vernon Trail

2. What are your favorite warm weather treats?

Happy hour on the Downtown Mall in Charlottesville.
-Alexandra

Hot fudge sundaes delivered by car-hop at the local Sonic burger joint; a cold, crisp Pinot Grigio on the deck at the Platte River Grille; grilled shrimp tacos on my back patio.
-Martha

A Pitcher of Homemade Sangria

Now that it’s warm out, I cannot wait to sit outside with my friends and a pitcher of sangria. Whether it is homemade or out at a happy hour, a glass of ice cold sangria always hits the spot.
-Amanda

Arch’s Frozen Yogurt is a must for warm weather and Slurpees from 7-11.
-Lolly

Curry and wine outside at Monsoon.
-Isabel

Chocolate milkshakes, homemade peanut butter banana smoothies, and margaritas from Continental Divide.
-Jessye

3. This spring, what song makes you want to drive with your windows down?

One of my favorite songs— The Killers “All These Things That I’ve Done.”
-Alexandra

“Beautiful Day” by U2.  Awaiting their June 12^th concert in Denver with breathless anticipation.
-Martha

An oldie but a goodie, I love blasting Third Eye Blind’s “Semi-Charmed Life” when I’m driving with the windows down!
-Amanda

“Cruisin’ Together”—Gwyneth Paltrow and Huey Lewis.
-Lolly

Anything not by Justin Bieber.
-Isabel

Tom Petty’s Greatest Hits CD; it reminds me of cruising around with my dad during childhood summers!
-Jessye

4. What’s your favorite spring color to wear?

Turquoise on the Runways | Spring & Summer 2010

Turquoise- Pantone’s 2010 color of the year!  I look forward to sporting it with a better tan.
-Alexandra

Orange!  One of the happiest, most vibrant colors I know.
-Martha

Turquoise!
-Amanda

White pants (after Easter of course,) with my new favorite color charcoal gray.
-Lolly

White! But not while eating aforementioned curry…
-Isabel

Yellow! It’s sunny and cheerful, which is how I’m always feeling in the spring.
-Jessye