All good things must come to an end, so it should come as no surprise that Justin said his farewells this week and left HID to pursue opportunities elsewhere.  He’s been an invaluable member of the team for the past two years and we wish him the best of luck as he explores these new challenges.  There will be a short interim between posts spanning the next few days as we reorganize and prepare to launch into a new stage of growth, so keep checking back for more information; we should be up and running soon.

In Protest to SOPA, Many Websites are ‘Blacking Out’ their Content

SOPA or the ‘Stop Online Piracy Act’ has gained a lot of needed exposure in the past month. This bill is an attempt to provide tools for law enforcement and copyright holders to protect intellectual  property rights. There is nothing wrong with protecting intellectual property, but SOPA will cause too much collateral damage.

“But Justin, we don’t pirate anything! We are law abiding citizens who own all the rights to our music, movies, ebooks, etc…”

Though this may be the case, SOPA would take back all the progress made by social media for both communities and businesses. SOPA and the lesser but just as dangerous bill PIPA, would allow for sites to be taken down for sharing content that holds a copyright.

Social media bookmarking sites like delicious and content aggregates like Reddit would be in a lot of danger. Users on these sites often link people to other websites or post different user generated content. A lot of the images that are shared do hold a copyright, for instance one popular meme on Reddit is the use of Sean Bean’s character Boromir from Lord of the Rings. Users will post this picture with text on it in conjunction with a witty subject line. Generally users add text that is a variation of  ‘One does not just walk into Mordor’ such as ‘One does not just Stop SOPA’ or ‘One does not just rock into Mordor‘.

Yes, the image of Sean Bean is not free to use, but users are mixing their labor with these images and adding anew intellectual spin to them. Sure this meme example is a little on the soft side, but let’s take this a little further.

People are constantly sharing content that holds copyrights online, and hosts of these websites would then be held accountable for the posting of this content. This completely undermines the concept of social media and is a huge step backward.

I completely understand that people’s intellectual property needs to be protected, but both culture and industry are becoming increasingly digital and legislation like this could hurt a small business that is trying to connect with its fans on Social Media.

As I have pointed out before in surveys by Constant Contact, small businesses regard social media as one of the best alternatives for inexpensive marketing efforts. By limiting what can be shared, or in a worst case scenario one of the major networks collapses, what will happen to the companies who are making a huge effort on social media? It is well known that social media is inexpensive, but requires a lot of effort. The business may not lose a whole chunk of change, but all that effort would be wasted in an attempt to haphazardly protect intellectual property.

For the next 12 hours, Reddit will be down and they have a lot of information on their website about SOPA. I would recommend taking some time to read this information. Other sites that are pointing out the issues with SOPA include Google & Wikipedia.

What are your thoughts on SOPA?

Related articles

• SOPA Strike: 12 Hour Internet Blackout on Jan. 18th To Call Attention to US Bill That Threatens Open Internet (bethkanter.org)
• SOPA’s Creator Aims To Resuscitate Bill After Protest Blackout (forbes.com)
• SOPA And PIPA May Cripple The Web Video Ecosystem, Unless We Fight It (reelseo.com)
• Internet Blackout: SOPA, Reddit, and Networked (Political) Publics (henryjenkins.org)

A New Year, a New Plan

TemplateZone has made many strides during the last year, and I want to give everyone a preview of what to expect from us in 2012. First a quick review of 2011. We released our first web based application, High Impact Designer. The High Impact Designer platform launched with the Social Page Builder, our Facebook page creation/publication tool. Our vision was simple with High Imapct Designer. We wanted to create powerful marketing tools that used the same user interface. By utilizing the same UI across our applications, we significantly reduce the learning curve of the product, letting you get back to running your company or developing marketing ideas.

When the Social Page Builder was launched, we also announced our next two projects: the Email Design Builder and the Landing Page Builder.

The Email Design Builder

Just last week we released the Email Design Builder, and if you are a user of any previous High Impact Email product you will be very excited for this release. The first noticeable difference between the Email Design Builder (EDB) and High Impact eMail is that EDB is a web based application. Now for the first time ever, both PC and MAC users get our powerful image editor, HTML editor and vast archive of templates.

On top of adding new templates we have also increased the speed of our editor as well as added several new features. The Email Design Builder includes layered elements called SmartElements that will further increase your design’s customization capabilities. We have also added Render and SPAM checking, so you can make sure your email looks great across every inbox and will get to where it  needs to go. We are releasing a press release later this week, and I will edit this post with a link to the release so you can get more details on the Email Design Builder.

Landing Page Builder

We are looking to release the Landing Page Builder in mid Q1.The Landing Page Builder will give you the tools to increase your conversions while running PPC campaigns. We all know it is a terrible practice to send paid traffic to your home page, and that you ought to send these users to a more focused page that reflects the advertisement they clicked. Though this is well known, page development takes time and can be costly if you cannot do it yourself. Come mid Q1 you won’t have to worry about that anymore and really start to turn that paid traffic into dollars and cents.

With the release of the Landing Page Builder the high Impact Designer marketing suite will be complete. We are looking to add some more applications as the year goes on, but will keep you in suspense for a little longer about what exactly we will be adding.

Going Mobile

I don’t want to give too much away here, but if you are going to the Email Evolution Conference, then you will be in for a huge surprise with our latest project.

It has always been our mission to help small businesses look more professional in their marketing efforts. We are always open to suggestions from our readers/customers so we can continue to be successful in this mission. What tools would you like to see us develop this year?

How do Users View Your Facebook Page?

An article on Mashable today showed eye tracking test on a Facebook page‘s wall. Eye tracking is an extremely popular and effective way to measure the user experience on your website. Mashable used eye-tracking from EyeTrackShop to look at some of the top Facebook brand pages. Previous readers will know my issue with continually looking at established brands for social media ‘facts’. I think there is a lot more to learn from smaller businesses on Facebook, especially businesses that do their pages well. With some established brands, especially Coca-cola, it is no wonder why the Coke bottle doesn’t get much attention; not because people don’t pay attention to profile pictures (as the Mashable article suggests) but because the bottle is already iconic and doesn’t require a lot of time to process.

This study doesn’t show the entire process of the visitor landing on the page. Is this a visitor who has previously liked the page or is visiting it for the first time? If the visitor didn’t like the page already they would land on a default landing tab, and that design would draw the eye much differently than the wall would. Presumably, the people visiting the page are viewing the wall first. If that is the case then they are already familiar with the brand (and in some cases how aren’t you familiar with Coca-cola or Skittles).

How the fan is connected to the page greatly affects the user experience. A person is likely visiting your page to interact on the wall, which is why the wall gets so much attention. Since the main interaction with fans is through status updates, it is no wonder that the wall is popular among fans. On a page that is covered in text from various sources, it is also not a surprise that the photo viewer gets more attention than anything else on the page. Images will always draw more attention than text, especially images of people (as seen in the Skittles and Victoria Secret example in the study).

To sum up the study, I think it was a great attempt at explaining the user experience on Facebook, but there are far to many variables within the user psychology that cannot be controlled. I would love to see a test done with default landing tabs, Mashable get on that. Maybe my friends at Attention Wizard would let me use their software to publish a study before Mashable.

Related articles

• See What Attracts People to Your Business’s Facebook Page (entrepreneur.com)
• Heatmaps Reveal Where People Look on Social Media Sites [Research] (hubspot.com)
• How do Facebook users view your page? (gannettlocal.com)

These are all the latest Social Page Builder Features

We released the latest build of Social Page Builder today, and we are very excited about the increased functionality of the product. Social Page Builder is still the only Facebook tab creation tool that allows for advanced image editing. In other words, you don’t have to size any images prior to inserting them into the template. Our smart crop and powerful layered image editor do all the work for you. Previous readers will remember how important an image editor is for a Facebook tab tool.

Check out some of the latest features below:

Add a Twitter Feed

One of the biggest mistakes a Facebook page can make is syncing its updates with their Twitter updates. The problem with this is your fans will get constant status updates, and Facebook users do not expect a constant stream of updates like Twitter fans do. By adding a Twitter feed to your designs you can connect your Facebook and Twitter accounts without having to worry about your fans unliking you or unsubscribing to you because of over posting.

The above image shows how easy it is to add a Twitter feed. Choose the twitter account you want to use or select the hashtag you want to display. IN this case I used my personal Twitter account with a hashtag of one of the chats I follow each week #smochat. All of my tweets that correspond with that hashtag are displayed in the window and it fits nicely into the design.

Embed Google Maps

Realtors and local businesses are joining Facebook more and more each day. By adding a Google map you are reducing the time it takes for people to get directions to your location. While in the HTML editor you select ‘Insert’ and then choose ‘Google Maps’. The above image shows that all you need to do is type out the address and choose the desired zoom level. There is a preview button so you can see how your map will look in your design.

Increased Video Support

This is a pretty big deal because videos are huge on Facebook. Videos are one of the best ways to keep a person on your page, and now you can embed virtually any videos service through the Social Page Builder. All you need is the embed code of the video you want to place on your page and paste it into the ‘Insert Video’ window.

Express Like Gate

Rather than having to complete two separate designs, you can like gate any completed design from the editor. When you finish your page, check the ‘Add a Like Gate’ box before you click ‘Publish’ page. Prior to publishing your page the above window will pop up. You are able to edit the text for a custom message, dim the background to hide special offers, and view all of the changes in real time prior to publishing your page.

The Like gate wizard still lets you put any two designs together, but the Express Like Gate lets you publish exclusive content in a flash.

Paired Like Gate Templates

On top of having 300+ designs for our users to choose from, we have released 42 pairs of Like Gate templates. These make it much easier for pages to maintain consistency for new visitors and unifying the experience of ‘liking’ a page. Utilizing new metaphors, similar color themes and layouts the paired Like Gate templates will make it easier for users to publish a like gated page that tells a story to the visitors.

We are always adding new features to the social page builder, and since the Social Page Builder is a SaaS application all of these updates require no new installations, cost or implementation on the customer side. Enjoy these new updates, and let us know what you think of them in the comments!

Twitter’s Got a New Look, I Read it in a Tweet

When I got into the office today, I turned on my computer and then booted up all of the applications I need for the day. One of these applications is TweetDeck. About 5 minutes after opening TweetDeck I see a tweet from Mashable telling me that Twitter has a brand new interface. Not only has the website been redesigned, Twitter also updated their mobile apps and included new features that make Twitter a direct competitor with Facebook and Google+.

Here are some of the new features you can expect when you log into Twitter next:

New Navigation

Twitter gave their website a brand new treatment. The site is broken up into 4 sections: Home, Connect, Discover and Me.

Home is the new version of the news feed. In the old news feed other forms of media, e.g., photos and videos, were pushed to the side. The main focal point of a tweet was the 140 character statement that was being shared. With the latest news feed you can see the images or videos in the timeline (after you click the tweet). You can also see a history of the mentions and RTs.I am always interested in seeing who has mentioned me or RTed a tweet of mine, so the history of the tweet is a nice feature.

Connect is the home for all of your mentions and @replies. The coolest thing about this section is that you can type a twitter handle into the search and learn more about that particular person and, well, connect with them.

Discover is the area where you can search for trends and applicable hashtags. Twitter has revamped their search so that you can see trends that are more pertinent to you and give you an overall better experience on Twitter. The new search will show you trends based on your location, language, and connections.

Me This is your Twitter profile with an updated look.

Brand Pages

A lot of writers are speculating that Twitter redesigned their page/service to focus on new revenue opportunities. The addition of brand pages really gives these speculations credibility. Though most brands already have a Twitter account, they now have the option to make a brand page similar to Facebook and Google+. Brands will be able to customize their page with logos and extended taglines. The brand has complete control of the tweets that show up in their timeline, this lets them send a focused message to the people who visit their page.

My Two Cents

Initially I was pretty excited to hear about the changes, then I realized I never actually go to Twitter’s website…ever. I access my personal Twitter account and company Twitter account only through TweetDeck and my Twitter iPhone app. I wonder hoe necessary a complete overhaul of the website is needed, should Twitter be trying to compete with Facebook and Google+? Twitter is a microblog and a microblog it should remain.

What do you think about the Twitter update?

A Recent Study Showed 74% of Online Adults use the Internet to pass the time

A recent study by the Pew Research Center’s Internet & American Life Project found that adults use the internet for ‘no particular reason’ and as a way to pass the time. People browsing the web lack purpose, and this is something marketers need to keep in mind while crafting their next campaign. Since adults view the internet as a ‘destination for fun’ it is imperative that companies and marketers utilize some of the fun outlets online in their attempts to grow their business.

Key Takeaways

There are a few things you should take away from this study. The first being that the Internet is immersing itself as a major aspect of many people’s lives. They interact with people, watch videos, read articles, search Google, create shareable content, share content, and the list goes on and on and on. If this is how people are spending time, marketers need to find a way to catch the attention of people ‘just looking to have fun’.

It is no wonder that funny videos go viral, these videos are shareable content that people want to see. This is also why people continually share images and info graphics. The second key take away from this study is that you need to make your company ‘Shareable’. Social networks are the medium by which people share the latest findings online. Your company needs to market itself in ways that make people want to pass the word along.

Social begets Sharing

During a twitter hashtag chat the other day, #smmeasure, one of the questions was ‘Do you expect to see more social networks emerge in 2012′. Most people quickly said ‘yes’ or ‘Of course, let’s see them’. I took a much different approach to the question. Companies shouldn’t try to build social networks, Facebook, Twitter Google+ and LinkedIn are covering the market pretty well.  Not to mention, people still use specialized forums to discuss various topics in depth. Companies need to find a way to utilize social marketing, but more importantly craft services that are a their very foundation social.

What do you think of this study? How would you design products/services that are social by nature?

Survey Says: NO

A recent study by Social Bakers revealed that only 5% of all wall posts on brand pages are ever answered.  This is a shocking statistic, especially if companies are really trying to build a community on social media. Take a look at the response rate to page size in the below graph:

Airlines and Telecom companies have the highest response rate followed by retail establishments. I briefly looked at Delta’s Facebook page to see what sort of posts get responses. It looks as if they answer complaints and respond to praise more often than anything on their page. This was my assumption prior to going to the page. It makes sense that the companies with the highest interaction rates are the ones who have consumers that would post complaints on social media. Facebook is a great place to turn disgruntled customers into brand evangelists, so hats off to the companies who actually interact with their customers.

Biggest Shock from this Study

I am absolutely shocked at the low number of responses from Media companies. Social media is another tool for these companies to spread their message and by ignoring their fans they are not capitalizing on their social efforts. Studies continually come out both supporting and denouncing a company’s use of social media. I think that these surveys are erroneous. Social media is not to be analyzed in a vacuum; instead it is supposed to be integrated across all forms of media, giving traditional media more depth.

Adopting a social policy is more than just using Facebook. Don’t get me wrong you should have a Facebook page, but you have to be forward thinking in both your marketing and production efforts to integrate a social aspect into your marketing and products. If you are not ready to make this leap, continue to use the social sites available to you, but please use them appropriately. People want to be included, that is why the ‘like’ your page or follow you on Twitter.

For larger industries, I know it is impossible to get a response rate of 100%. Social Bakers recommends a response rate between 65%-75% – a rate that no industry has yet met.

Did these statistics shock you as much as they shocked me?

The most used app on Facebook is a Facebook Page Creator

This is a really exciting statistic for everyone at High Impact Designer. AllFacebook announced that Facebook Page Creation tools outgrow all other applications on Facebook. These tools are becoming a necessary component of any self sufficient marketing department or small business. The numbers don’t lie, with over 72 million users the Static HTML tool shows the incredible grasp Facebook Page tools have on Facebook. Do you have a Facebook page? More importantly: do you have a great looking default tab? If you don’t remember that over 72 million people already do, so it is about time to check out your options.

Great tool for publishing but falls short

The above image shows the Top 10 apps on Facebook, the first being Static HTML: iframe tabs. This app allows you to publish HTML content you have previously created on Facebook. This is a good app for people who already have coding and design skills, but really falls short for anyone lacking any of these two qualifications. On top of Static HTML only being a place to input HTML, it also doesn’t allow admins to see the final design. If you are an admin you only see the admin console, you need to sign out and visit your page to ensure everything looks great.

Another problem I have seen with this application is that scroll bars are added, which are a real big ‘no-no’ on Facebook pages. Overall this app presupposes a lot of knowledge and only gives you a way to publish content that you have already created yourself or paid for. Anyone with development skills would be able to create their custom page on their own and even have their own custom icon on the tab selection area in the left margin.

A more self serving approach

I have used this app on my own, and know many people who continue to use it. There is a reason it is the most used app on Facebook, but it may not fit your needs as a small business. I don’t mean to harp so much on this tool, most free tools only allow you to publish content you have already created, and it does take away from some of the confusing development work. Though I would definitely recommend trying different services that are more self serving.

I would definitely recommend trying out our Social Page Builder tool if you haven’t yet. We take away all the messy development and design work for your pages.  Let me know what you think.

Email Design Builder Free Beta

If you are a current user (paid/free) of our Facebook Page Creation tool Social Page Builder, than you are going to love this announcement.  We have opened our Email Design Builder Beta to our entire user base! So now you can get a sneak peak at our latest application. We have included all sorts of new features to improve upon our latest desktop application High Impact eMail.

Remember: if you already use Social Page Builder then you already have access to the Beta, you do not need to sign up for anything.  Just log in to your account and select Email Design Builder.

High Impact Designer is aimed at being your one stop shop for internet marketing on Facebook, through email and through PPC ads (when we release landing Page Builder).

New Features you will love:

SmartElements

SmartElements are layered elements that are 100% editable.  SmartElements allow for increased customization of any template you choose.  add a new button, burst, or ‘Like’ arrow.  These elements work the same way as our image editor does, where you can change any text, add your own images, and make a really stylish call to action to further increase your incredible designs.

Multiple Ways to Send

One of the many positives about a web based application is that you can directly connect to other Email Service Providers (ESPs).  This means once you are finished designing your email, you can instantly send it to the ESP of your choosing, such as Constant Contact, ExactTarget, and MailChimp.

You can also save the HTML to a clipboard or save it to send out through your desktop email client such as Outlook.

More Templates

Currently the Beta has over 500 templates to choose from, and by the time we launch we will have over 1,000 templates to choose from. All of these templates are 100% editable, easy to use, and require ZERO coding or design skills.

Render Checks

What’s the point of a great looking email if it doesn’t render properly in an inbox? With Email Design Builder you can test your designs in virtually every inbox that matters in 2011.  This is powered by Email on Acid and also will show you how your designs render on mobile devices. We are also planning to release some mobile specific templates that are optimized to increase your mobile CTR.

Convert to Plain Text

Increase your send-i-bility and decrease your spam score by adding a the text only version to your email. I hate having to take out all of the text and either retype it or go through it to make sure I delete all the alt text that gets pasted when I do a copy and paste from the HTML design.  Save time by selecting ‘Convert to Plain Text’ and get all the text that matters in a second.

If you run into any issues please be sure to report it! All of your comments are integral to a successful launch.