iMedia - Dear Dawn: Is soliciting user content safe?

2008-06-13 00:00:00

Originally published in iMedia Connection. By Dawn Anfuso

Great user-generated content comes from great brand planning. MindComet explains how to create a framework for creativity.

Question:
eMarketer pronounced on April 17, "(t)he user-generated content movement is no longer a fad," in its piece "Can User-Generated Content Generate Revenue?" But UGC still seems to imply giving up control of my campaign. Does it have to be that way? What should I be doing to take advantage of UGC's popularity safely?

Answer:
Good question.

The article you mention projects that the number of UGC creators will rise from 77 million in 2007, to 108 million in 2012, which is a big number. On its face, UGC does seem like a volatile way to carry a message or build a brand. Many marketers are struggling with the dichotomy of campaign control verses the popularity and cost savings associated with UGC options.

I reached out to Tara Lamberson, vice president of marketing at MindComet, for some perspective and tips. Lamberson has four years of leadership experience at the interactive agency and is a recent co-author with MindComet President Paul Lewis of the book "Gen Y: Inside the Mind of Millennials."

"UGC is popular, but it can get out of control without the right parameters," Lamberson confirms. "UGC campaigns are more than funny videos or a vehicle for internet celebrity, although that is what many marketers associate with UGC. Ironically, great UGC is actually about great planning -- setting up a framework so that the user creativity can shine within a proscribed setting. This can prevent many of the pitfalls we commonly associate with bad UGC. It doesn't have to be an either-or scenario."

The type of framework, Lamberson says, depends on your campaign goals. But first, you must identify your target audience. Then, you can determine how you want to engage that audience, whether it's by having people submit commercials or simply contribute their own experiences to your brand messaging.

Whichever direction you choose, it helps to frame your UGC campaign as a competition and offer an award for participation. "Otherwise there isn't enough incentive for consumers to act, to put themselves out there," Lamberson says.

Making it a competition also provides for setting up quality control from the beginning with your rules for submissions and contestant registration process. "It is very important to get these pieces right," Lamberson says.

But even with rules and restrictions, "some UGC creators will get carried away," she adds. "So it is vital to also have a process that manually reviews and filters submitted UGC for profane and or obscene content prior to them being posted on the campaign site. We typically use a hybrid method leveraging an automatic technology solution in addition to the human element for manual reviews."

Another way of creating some structure is by giving creators a template or roadmap to follow. "Creating two or three starter or seed videos gives UGC creators examples to reference," Lamberson says.

Seed videos provide an additional benefit in that they can start the buzz online, serving as teasers to your promotion on YouTube and throughout the web. "Working with blogger networks to distribute seeded videos and information about the campaign site helps -- when individuals post on their blogs it creates several links back to your campaign promotional site, providing the initial exposure needed to tap into the mainstream online audience," she says. "It is critical in any word-of-mouth outreach to determine key influencers within the audience that will in turn spread the message."

According to Lamberson, search engine optimization -- making sure your home website or microsite is optimized so UGC creators can easily find it -- is equally important as seeding videos and blogger participation. "Optimizing pages and keywords within your campaign site increases organic search engine results," she says.

A final step in managing a UGC campaign, Lamberson says, is to implement an email communication campaign. "Email communications with UGC creators should follow a rough three-step design sent to users during the course of the campaign," she says. "First there should be an intro email, redefining the campaign and reiterating the rules of the contest. Second should be a referral email encouraging users to invite their friends to participate or to pass along content. The third email element should be winner notifications, announcing weekly winners and the grand prize winner."

For more insight on how to keep your brand from being harmed by user-generated content, see "Sandwich eaters spark UGA debate."

If anyone else has strategies to share, please add them to comments below.

And send me your questions -- yours might get featured in the next Dear Dawn!

Dawn Anfuso is senior editor at iMedia Connection.

David Martin Promoted to Creative Director

2008-06-03 00:00:00

Originally published in Clickz: Events & Accounts.

MindComet promoted David Martin to creative director (April 2008.) Before joining the Orlando, FL, -based interactive agency, Martin worked as art director for WBCC TV, a public broadcasting affiliate.

Read David's bio.

MindComet Hosts Florida Drupal Users Group

2008-05-30 00:00:00

MindComet, The Relationship Agency, started hosting the Florida Drupal Users Group beginning in May 2008. Drupal is a free, open source content management system (CMS) written in the programming language PHP. A large community now helps develop Drupal, including many programmers and designers from Florida.

“I’m very excited about the growth and opportunity this user group will provide the community of users and developers in our area,” said MindComet Software Manager Andrew Riley. “One of the fundamental principles of open source software is to share knowledge and learning. We hope to increase visibility and understanding for the software, in addition to teaching the community.”

The group is composed of programmers, creatives, as well as general technology enthusiasts. Higher than expected numbers of non-technical community managers are starting to participate in order to learn how to utilize Drupal for their content. “We are starting from the beginning and teaching everyone from the ground up,” commented Riley. “We have experts and novices. While the lessons tend to focus on fundamentals, the networking opportunities are limitless.”

In their brief existence the group has attracted members from as far away as Miami, Jacksonville, and Tampa. The group will also be hosting free conference calls to allow for additional accessibility - for those that are unable to make the trek to Orlando.

The Florida Drupal Users Group has close ties with FL Creatives, Doterati and they are exploring relationships with UCF, USF and other academic institutions to encourage expansion across a wide variety of skill levels. Drupal’s founder, Dries Buytaert, was also named most promising innovator of 2008 by Business Week.

About Drupal Groups
Groups.drupal.org facilitates collaboration for collections of Drupal fans everywhere. We host local meetup groups like Toronto and South Africa. We host working groups like Views developers and High performance. These groups each get a home page where they can post. Those posts are offered via email and RSS to those who wish to subscribe. The posts are tagged for interesting browsing. http://groups.drupal.org/florida

BtoB Feature: Targeting iPhone Users

2008-05-28 00:00:00

Think different: Some companies are targeting iPhone users when they go mobile
Originally published in BtoB Magazine.

By Amy Syracuse
Story posted: May 27, 2008 - 11:48 am EDT

Ask an iPhone user what the device means to him or her and you'll likely hear that its advanced capabilities and user-friendly interface have been nothing less than life-changing.

Read More: Sidebar: To optimize or not to optimize?

Such statements might sound like hyperbole—the ravings of an ardent group of Apple-eyed gadget geeks. But recent studies indicate there is truth behind them. The iPhone is changing lives, at least where mobile Web use is involved.

A survey of 50,000 U.S. households conducted by iSuppli Corp. in the fourth quarter of 2007 found that iPhone users spent just 46.5% of their time on the device making calls, compared to 71.7% for the typical cell phone user. The rest of the time, they were reading and sending e-mail, browsing the Web and checking out Google Maps, among other tasks.

As these consumers’ behaviors change so, too, must those of marketers. Realizing this, more companies are testing campaigns targeting iPhone users to determine whether the way to their hearts is the $400-plus device they’re carrying in their pocket.

One example is Payless Car Rental, which this month unveiled an iPhone-optimized Web site that helps consumers research and reserve rental cars with minimal typing and clicking. The site focuses on the functions that most interest mobile users, with buttons for “Reserve a Car,” “View, Modify, or Cancel Reservation” and “Locations.” It also has a “Call to Book” button that connects directly to a call center.

According to Justin Talerico, CEO of ion interactive, a company that offers iPhone-optimized landing pages and other post-click marketing services, optimization should improve consumers’ interactions with marketing messages. And even though the iPhone was designed for easy browsing of the Web in its traditional format, there is room for improvement.

“[iPhone users] come to the table in a more … purposeful state of mind,” Talerico said. “In a way, they’re easier to convert. But you make them harder to convert if you give them an experience that’s subpar.”

Companies can deliver more satisfactory iPhone browsing experiences by simplifying landing page messaging, developing pages that load quickly over lower bandwidth connections, using fonts that are readable on a 3.5-inch screen and eliminating the need to scroll, regardless of whether the device is in portrait or landscape mode, Talerico said.

Jeff Lin, project leader of Payless Car Rental’s Web marketing strategy team, believes optimization paid off for Payless. “The number of iPhone … visitors and bookings has increased many fold since the launch of the interface,” he said. The press that accompanied the debuth has also helped with branding, Lin added.

Payless drives traffic to its iPhone site through RSS feeds, publicity and links on www.apple.com and www.paylesscarrental.com. Other companies have used online advertising to connect iPhone users with optimized content, said Jason Spero, VP-marketing for mobile advertising network AdMob.

In April, AdMob client Land Rover Group made online advertising purchases targeted to iPhone users. When they clicked, consumers reached landing pages where they could watch video, view pictures, access a store locater and click-to-call for a test drive.

Companies can target advertising buys within AdMob’s network according to device manufacturers and models, country or region, demographic groups and other factors. Spero called Land Rover’s work “highly successful” and said iPhone users are only becoming more active. “We have seen traffic to iPhones and iTouch devices grow rapidly in the last year,” he noted.

As much as the iPhone has already altered mobile Web usage, Tara Lamberson, VP-marketing and strategy for marketing agency MindComet Corp., believes more “life-changing” developments are on the horizon.

The June release of Apple’s Software Development Kit means select external developers and enterprise customers will be able to create custom widgets, games and even software platforms for the device. Marketers can use branded versions of such applications to boost brand awareness or deliver a call to action, said Lamberson.

In the long term, Lamberson thinks truly advanced mobile marketing capabilities—things like geo-targeting based on a user’s GPS coordinates—aren’t unrealistic. But with such opportunity comes tremendous responsibility.

“Direct marketing on the iPhone should be permission-based,” she said. But for those consumers who wish to receive iPhone marketing, “companies can be more relevant just by using those devices.”

DMNews talks with Mark Hardison, VP of marketing for restaurant El Pollo Loco

2008-05-19 00:00:00

Originally published in the May 19, 2008 Issue of DMNews

Mark Hardison, VP of marketing for Mexican-inspired fast food restaurant El Pollo Loco, explains how the chain was able to connect on a social level to engage consumers with a user-generated video campaign.

Q: Why did El Pollo Loco decide to explore UGC with the “Where's the flame grill?” campaign?

A: Our presence in the market that we do business in was previously limited to broadcast advertising and traditional media. We sought to have our consumers tell us why our product is so much better than other grilled chicken.

Q: Why did you feel a user-generated campaign would be more effective than a traditional media or broadcast advertising?

A: We wanted to connect directly with the consumers and give them a voice. This was our first foray into a consumer-generated campaign.

Q: So how did the campaign (with agency MindComet) work?

A: We really wanted to promote the fact that many of our competitors don't have flame grills in their restaurants. We wanted to point out that difference and drive it home for our target audience. At first, we had these really high hopes of getting consumers to take video cameras into our competitors and ask thecashier where the flame grill was and see what kind of responses we had. But when we met with our counsel, they said that we couldn't do that. We learned so much from the legal end on this.

Q: How did you reach consumers and what did they have to do?

A: We promoted it with an e-mail campaign and through blog posts on our site ElPolloLoco.com. We asked consumers to create a small video describing why El Pollo Loco flame grilled chicken is so much better than any other way of cooking chicken.

Q: What was the response rate?

A: We had more than 117 videos sent to us in 30 days. We had 30,000 new views on the microsite that had a duration of more than 2.5 minutes. So we had a lot of good interaction with consumers. If you submitted a video that was viewed the most you won a cash prize, a grill of your own and a gift card to El Pollo Loco.

Q: What were some of the key takeaways?

A: We think there is a lot of power in consumer-generated media. It is fun to have people interact with the brand in such an intimate way. Also, we learned about legal risk in consumer-generated media as well.

http://www.dmnews.com/DMNews-talks-with-Mark-Hardison-VP-of-marketing-for-restaurant-El-Pollo-Loco/article/110262/

The Interactive Media Council, Inc. announces MindComet as 2008 Media Award Winner

2008-04-23 00:00:00

The Interactive Media Council, Inc. (IMC), a nonprofit organization of leading web designers, developers, programmers, advertisers and other web-related professionals, announced today that MindComet, Central Florida’s leading interactive agency, is a 2008 Interactive Media Awards™ winner in multiple categories. The Interactive Media Awards™, developed by IMC, recognize the highest standards of excellence in website design and development and honor individuals and organizations for their outstanding achievement.

MindComet is recognized in several categories including Best in Class Award “Manufacturing” with an overall score of 480 for its FLSmidth Minerals Global Website. The Best in Class award is the highest honor bestowed by the IMC. It represents the very best in planning, execution, and overall professionalism. To win this award MindComet’s site successfully passed a comprehensive judging process, achieving very high marks in each criteria - an achievement only a fraction of sites in the IMA competition earn each year.

MindComet was also recognized for the IMA Outstanding Achievement Award in several categories including “Web Design/Development” for MindComet’s Corporate Website, “Employment” for its work on ARAMARK’s College Recruiting Website, and “Education” for MindComet’s development of an interactive educational tool for SONY Electronics. The Outstanding Achievement award is the second highest honor bestowed by IMA and an extremely challenging award to win.

"The IMC recognizes the great talent driving the success of the interactive and new media industry," said Paul Lewis President and CEO of MindComet. "This year we competed with numerous finalists from across the globe, we are proud to have demonstrated the innovation and creativity necessary to win."

Every year the Interactive Media Awards™ elevate standards of excellence on the Internet and offer winners the opportunity for important recognition by their peers and a panel of experts. IMC serves as the primary sponsor and governing body of the Interactive Media Awards, establishes the judging system, and provides the judges for the competition, receiving hundreds of nominations from all corners of the interactive industry. Finalists are selected by a panel of industry experts in the categories of Design, Content, Feature Functionality, Usability and Standards Compliance. To win an IMA sites must excel in each criterion, rising above other submissions' sites.

About Interactive Media Council
Interactive Media Council (IMC), formerly known as Benjamin Services Group, Inc. (BSG), was originally created in 1998 as a loose collaboration of like-minded web professionals providing application development, creative services, e-business consulting and other marketing-related services to new and established businesses in the New York City area. Following the downturn in the New York web services marketplace, BSG began a greater focus on professional development and skill set collaboration among existing and new members, forming the beginning of a group dedicated to elevating standards among web professionals in usability, compatibility, code quality, content and more.

In 2002, BSG was formally dissolved and the Interactive Media Council was established. In 2006, IMC launched the Interactive Media Awards as a method of providing accomplished and talented web professionals with the endorsements and tools necessary to be recognized in the marketplace as leading providers of top-tier services.

MindComet Diversifies Client Roster in 2008

2008-04-14 00:00:00

MindComet announces significant diversification to its client portfolio in 2008. The opportunity to work with new brands has been fueled by expanding account teams, industry subject matter expertise and high-demand services such as viral & social media strategy and iPhone development.

The company has formed relationships with several new clients in recent months including NCM Fathom, Peachtree Financial, Wente Family Estates, Silver Hill Financial, Bankers Healthcare Group and CompleteTax (CCH.) In addition to new clients, MindComet has also expanded its engagements with current clients such as APM Terminals, Summit Energy and HDI.

“Opportunities are flourishing,” states MindComet President and Chief Executive Officer Paul Lewis. "We have a proven track record for delivering successful digital strategies to our client partners and I continue to see more and more companies shifting their budgets towards online initiatives."

Sales of strategic consulting and strategy development been particularly strong in Q1 due to the ever-shifting digital landscape. MindComet has seen this principle ring true across BtoB and BtoC clients, in addition to applying across various industries.

“In addition to building upon our financial service clientele, we’ve also extended into luxury marketing which has opened doors based on our demonstrable high quality design capabilities,” stated MindComet Senior Vice President of Sales and Strategy Douglas White. “I’m also personally excited to see us explore relationships with more entertainment brands. We have quite a few teams very excited to collaborate on the consumer driven strategy work.”

“Organizations everywhere are giving serious consideration as to how they need to adapt in order to thrive in such an interconnected world,” stated Lewis. “At MindComet we thrive on helping our clients develop strategies that will perform and have staying power in this exciting time.”

CelebTV.com and MindComet Team to Improve Usability and Engagement for Entertainment News and Content Consumers

2008-04-10 00:00:00

Today MindComet (www.mindcomet.com) and CelebTV.com, a division of Intersport, Inc. and leading creator, producer and distributor of world-class television and digital programming, launched CelebTV’s new enhanced website. The CelebTV site features breaking celebrity news coverage, professionally produced entertainment and user generated content.

By implementing the latest in Open Source technology www.CelebTV.com provides expansive video integration, ad targeting, and SEO optimization. Using open source technology produced tremendous costs saving enabling CelebTV.com to invest in the latest development technologies improving site design and user experience.

“The implementation of user commenting has provided immeasurable impact to our brand and our website’s engagement with users. I look forward to seeing the future evolution of user interactivity and how it will shape the way consumers engage with our content," Jason Coyle, President Digital Media, CelebTV.com.

AJAX programming enables the CelebTV.com site to provide an enhanced user experience. Users at the CelebTV.com site need not wait to download breaking video news coverage, which AJAX enables the site to update automatically. Containing a number of different windows and pull down menus that independently update from each other at a users request, the AJAX enabled site resembles familiar desktop applications—giving users faster access to information with multiple navigation options, without having to click through multiple pages or wait for downloads.

By implementing advanced consumer comment functionality, MindComet also provided ownership of CelebTV content to users. The advanced user commenting feature creates engagement within the site community. Other MindComet site enhancements include live streaming video integration, and an RSS solution which enables users to access content whenever and wherever they want on mobile devices, RSS readers, and personalized site aggregators like FeedBurner.

“We’re very pleased with the outcome of this launch because it reflects the progressive CelebTV entertainment brand while giving back something new and fun for the CelebTV.com community users,” said Tara Lamberson Vice President of marketing for MindComet. “It is always exciting to increase interactivity and enhance user engagement with content.”

About CelebTV.com
CelebTV.com delivers television-quality videos and up-to-the-minute entertainment news 24/7. From the red carpets and clubs to the courthouses, CelebTV.com brings you Hollywood's hottest news on demand. CelebTV.com produces over a dozen video reports daily, distributed via strategic partnerships with the dominant broadband and mobile video providers today.

CelebTV.com is a division of Intersport, Inc., a leading creator, producer and distributor of world-class television and digital programming. For more information, visit www.intersportnet.com.

MindComet Selected by BtoB Magazine as Top 100 Interactive Agency for the Second Year

2008-04-07 00:00:00

Recognized for Excellence in Interactive MindComet Keeps Expanding Its National Reach.

MindComet, Central Florida’s leading interactive agency, today announced that for the second year in a row it has been chosen by BtoB as one of the Magazine’s 100 Top Interactive Agencies. Each year, BtoB Magazine honors the achievements of the top business-to-business agencies in the United States. This year MindComet was one of only two Florida agencies to win the prestigious honor.

The annual Top 100 list was culled from four categories of agencies: small, midsize, large, and interactive. Eligible agencies offer full-service marketing, advertising, and communications services and are judged on five factors: outstanding work performed in 2007, percentage of b-to-b business, client wins, and business growth.

“We are very proud to be part of the BtoB Top 100 for a second year,” says Paul Lewis, MindComet’s President. “MindComet’s focus on driving results for our clients at each step of the engagement from consultation, to design, to integration, and execution, continues to expand our national presence. Our team loves what they do, and clearly, it shows. We are working hard to be on track for next year’s list!”

Using e-mail to promote conferences and events

2008-04-03 00:00:00

Originally published in BtoB Magazine.

By Judith Nemes

E-mail is one of the most popular ways for b-to-b marketers to publicize conferences or other events they’re hosting or attending. But to make sure customers and prospects learn about relevant events, marketers should gather user profile data on a regular basis and use it to target e-mail messages appropriately, said Tara Lamberson, VP-marketing at MindComet, an Altamonte Springs, Fla.-based interactive agency.

“It’s all about relevancy,” Lamberson said. “The more targeted your e-mails, the better chance you have of attracting [recipients’] interest in your upcoming event.”

Here are some tips she offered to make the most of your event-oriented e-mail campaigns.

1) Make sure the right people get invited to events they’d care about. If you already have established groups of people who come to conferences, e-mail is a great way to retain those attendees and give them information about upcoming seminars or conferences, Lamberson said.

If you’re just beginning to gather subscriber data, use surveys to determine what kinds of events customers and prospects would be interested in. Tapping advanced relationship marketing and behavioral targeting also can provide intuitive recommendations for relevancy, she said.

In addition, marketers are moving away from sending long newsletters listing upcoming events for the month or quarter, Lamberson said. “Marketers assumed the user would scroll through and pick the one that’s relevant for them,” she said. “The trend now is to send a targeted communication that has only two events instead of 10 to a customer who might be more likely to check them out.”

2) Timing matters. Marketers that send messaging out too far in advance run the risk of participants forgetting about the event. But if there’s too short a window, there’s a strong likelihood the e-mail recipient won’t attend, Lamberson said.

If the event is offline and participants need to book travel or seek budgetary approval, Lamberson recommended sending an initial notice between six months and 90 days in advance. For online events, messaging 90 days in advance gives interested recipients enough time to put it on their calendar, she said.

Sending out reminders as the event nears is important, too. Some companies ask people who sign up when and how they’d like to receive reminders—for instance, more e-mails or a text messagemeaning texting via cell phones?.

“If a user can tell you when and how to remind them, they are more likely to attend; and they might even refer colleagues because they’re satisfied with their experience,” she said.

3) Keep event announcements concise. A short e-mail is critical, Lamberson said. The top of the message should contain a brief sentence or two describing the event. Then, use a bullet format to tell e-mail recipients why they should attend, she suggested. Add a link to another site for more detailed information, and always have a call to action in every e-mail so recipients can sign up immediately if they want to, she said.

4) Don’t focus exclusively on the acquisition end of the event. Most marketers focus all their energy—and budget—on drawing people to their company’s events. However, there’s also great value in connecting with attendees via e-mail once the conference is over, Lamberson said. She suggested sending attendees from a recent event an e-mail with a link to an online survey to provide feedback. “It’s a great way to capture quantitative data, get testimonials and find out if this kind of event is still relevant for them going forward,” she said.

Mimeo taps customer evangelists to beat industry averages

2008-03-04 00:00:00

Originally published in DM News.

Whether you run a small or midsize business or have been stranded on a business trip away from your in-house copy center and administrative staff, you've probably used a chain copy center. Anyone among us has probably searched for one to make a deadline in Minneapolis or Miami at some point — I know I have.

Mimeo.com is one company that has taken the bricks-and-mortar model and set out to prove that stationary copy centers are no longer the gold standard of business copy services by offering a one-stop printing shop found exclusively on the Web. Despite being one of the fastest growing companies both on the Web and in the digital printing vertical, Mimeo needed to get the word out. Enter e-mail.

Mimeo's e-mail strategy converted referred leads into paying customers and centered on viral and social components. The e-mail program messaged active customers with a referral campaign to promote Mimeo.com's offerings. By soliciting the help of existing Mimeo.com customers, the campaign was more effective in leveraging viral facets and reaching interested consumers who were more likely to take the recommendation of their friends and social contacts.

The integrated, holiday CRM referral campaign consisted of two main e-mail messaging components. For each referral, existing customers were directed to enter their friends' contact information into the campaign's landing page, which automatically updated Mimeo's CRM database. Existing customers who participated were rewarded with $25 Amazon.com gift cards.

The new customer referrals received notification e-mails from Mimeo informing them of who referred them. Each e-mail call to action, “See why your friend is delighted with Mimeo.com,” directed consumers to the Mimeo campaign landing page to enter their contact information. Participating new consumers were offered $100 in free printing services from Mimeo.

The campaign surpassed Mimeo's expectations. The average open rate of Mimeo's integrated holiday e-mail campaign was 44.46% with a click-through rate of 74.67%, and the referral portion of the campaign garnered an open rate of 54% and a click-through rate of 42.8%. New customer conversion rates were at 8%.

Seeking a solution that would complement its existing virtual printing center business structure, Mimeo turned to e-mail to assist with customer acquisition. Mimeo decided on an e-mail referral program that integrated its CRM system because it wanted to obtain new leads while rewarding their current customers. By creating an e-mail platform that tracked all customer communications while simultaneously updating Mimeo's existing CRM database, Mimeo used its sales life cycle to support its marketing initiative.

This campaign is a great start to Mimeo.com's entry into the e-mail marketing world and once again proves that satisfied customers are still an Internet business' greatest marketing asset.

iMedia Connection Brand Summit Interview

2008-02-13 00:00:00

Originally published in iMedia's Brand Summit Coverage.

MindComet VP Tara Lamberson talks shop and helps us make sense of the headlines that impact interactive marketers.

Tara Lamberson, VP of marketing and strategy at MindComet, lends her expertise as we probe the recent news stories that have shaped interactive marketing.

iMedia: By all accounts, there are some pretty gaudy predictions for growth in online advertising. But how do you see interactive responding to the possibility of a recession?

Lamberson: Since interactive is more accountable, it probably will not be as negatively impacted by an economic downturn. In fact, it may rise due to that accountability, and we've seen some of our larger national consumer clients already make larger commitments for 2008. Some discretionary work may suffer, like developing cool spec micro-sites for clients. But we think that the delta away from traditional may actually increase toward digital due to digital's increased accountability.

iMedia: Every few months, we hear about another small startup trying to break into the search market and take down Google. Do you see a real opening for a new contender in the search field?

Lamberson: We don't. One of the things we can all learn from the Microsoft bid on Yahoo is that there really is no clear No. 2, and there probably won't be for some time. Even the married "MicroHoo" would capture only about 30 percent of the search market. That said, different types of focused search within verticals (like within healthcare, what Expedia is doing and in social media and mashups) are on the rise and will create niche opportunities.

iMedia: Yahoo has been taking a beating lately, but it was once a model for internet success. Do you think Yahoo can return to its former glory, and what do you think the company will need to do to get there?

Lamberson: Yahoo jumped into a number of markets and opportunities without a clear and cohesive business strategy. The company still has some amazing properties and products in its portfolio. But it has not managed to harness them. According to reports, Jerry Yang has been taking a hard look at making these elements sing in concert. But it may be too late. The company has a ton of great technology and a zillion users, so the potential remains.

iMedia: If the Microsoft/Yahoo deal goes through, how do you see it changing interactive?

Lamberson: These are two organizations that have historically employed disparate business strategies, and there definitely could be some problems with integrating the two from an alignment standpoint. Yahoo has had trouble integrating its own purchases of other technology companies, and it is sometimes difficult to see the intended application of some of Microsoft's releases. Given the enormous complexity of this merger, we speculate that any impact, be it favorable or unfavorable, will not be felt anytime soon.

iMedia: What do you make of Google's decision to collaborate with Publicis? Will this lead to the birth of the so-called new agency model?

Lamberson: Google's goal is to reach closer to its advertising clients and support them in more sophisticated applications of technology. The agency's goal is to help position its clients' brands on the cutting edge of technology solutions, while still remaining involved in the creative strategy differentiation. I worry that there could be conflicts of interest within this collaboration because if you think of Google as much as a media channel as a technology, then it's akin to thinking of an ad agency as being in partnership with a TV network.

Better Communication Leads To Higher Retention Rates

2008-02-04 00:00:00

Originally published in MediaPost's Online Media Daily.

by Tara Lamberson, Monday, Feb 4, 2008 7:45 AM ET Rising employment rates have made college recruiting an even more competitive proposition for U.S. companies large and small in the last few years. As a result, many U.S. employers are exploring new approaches to recruit and retain top talent.

From large Web-managed recruiting services such as Monster or CareerBuilder to consulting firms that specialize in "recruitment process outsourcing" (RPO), many companies are turning to third-party solutions to control cost impacts and lost productivity associated with recruiting and retaining qualified applicants.

Companies that have embraced new Web strategies to optimize recruitment communications have found success. According to a recent study conducted by KPMG, just by improving their corporate recruiting Web sites, in 2007 British companies Unilever, the BBC, and the Royal Mail improved their recruitment while reducing their use of recruitment agencies by up to 80%.

Can companies that embrace Web 2.0 technologies improve recruiting efforts? Over the last year, my company has worked with a large global food services corporation to pilot a "Managed Email Communications" program to strengthen the company's effort to attract, recruit, and retain its fall college class. The goal of the program was to use closely tailored email messaging and viral marketing to increase awareness of company branding and generate interest in the company's college recruitment program. Each email communication was formatted so that recruits were specifically targeted with relevant content, engaging and informing identified students about the company at each stage of the recruitment process.

The campaign consisted of four messages in a series. More than half of the candidates opened the first message, with more than 20% clicking through to the company's Web site to learn more. The strong calls to action for the first message led to the higher click-through Rates (CTR), indicating that the email campaign clearly connected with its audience. With prompts in the first message to 'Learn More' and 'Contact Us' as well as links to the company's press room, investor relations, U.S. business and international Web sites, students were urged to learn about the company and prepare for interviews.

To extend the reach of the pilot campaign, a viral component was added--empowering candidates to "forward to a friend" information about careers with the food services company and available job opportunities. The viral component extended campaign outreach to candidates who otherwise may not have learned about the company, and expanded the company's recruitment database. The viral portion of the recruitment campaign led to a strong pool of additional candidates as each friend contacted through the viral campaign was invited to learn more about the company from either candidates selected by the food services giant or self-selected candidates with a clear affinity for the company.

The email recruitment program decreased attrition rates between those interested in the college program, those accepted, and those who arrived. The continued email communication generated excitement through the fall 2007 recruiting season. Progressive communication methodologies bring recruits closer to their employers and ensure return on investment. The food service giant experienced decreased attrition rates, reflecting the fact that new recruits felt connected to the organization more quickly, which experts know translates into stronger employee-retention rates. Overall, the company found that the email program increased internal recruiters' productivity and efficiency.

By taking advantage of the company's strong corporate presence and powerful brand recognition, the email communication program carried the right messages at the right time to future hires. The email program continues to assist the company in refining the execution of its recruiting process from analysis to understanding of our core audience, and to tracking trends. Each aspect of the email campaign affords the company new opportunities to tailor its messaging and future communications with recruits while using the viral component to build and expand its future recruitment initiatives.

With performance-based metrics now the norm in other areas of Web-based advertising, applying these accountability technologies to recruiting and retention makes sense. Using email recruiting and retention programs, companies may track performance and tie costs directly to results. As this piece illustrates, in addition to improving the quality of recruits and increasing retention rates, email can produce measurable results.

Thinking About Jumping Ship - MindComet's Take on Talent

2008-01-29 00:00:00

Thinking About Jumping Ship?
by Tara Lamberson

Originally published on TalentZoo.

Anyone on the hiring end knows that our industry is currently experiencing a worsening talent drought. Some of you may be looking around – in fact, I’d bank on it since you are reading this on the Talent Zoo website. It may be a good time to reevaluate your current position. Through staying close to our team here at MindComet I am able to share some of their insight into key points you should consider. Read these and think hard about how they may apply to you.

Who do I work for?

Interactive marketing is about building client relationships using marketing, communications, and cutting edge technology to support the building process. In other words, your company is worth little without its team members. You should start your relationship building practice within, and with your employees first. In the interactive space, where money isn’t everything, fun, nurturing, and exciting opportunities rule the day. Team members need leaders that listen, qualified teammates who know how to collaborate, the ability to enjoy life outside work, and room to move horizontally or vertically depending on preferences for knowledge expansion across mediums or increased corporate responsibilities.

Where am I working?

Employees are tired of Chicago winters, the cost of living in New York or San Francisco, and the traffic in Los Angeles or Seattle; they may be thinking about a change of venue. Whether they are looking for a lifestyle change, the ability to buy a house, or take mass transit to work, there are many alternatives. For those who want to make their mark, there are plenty of opportunities in smaller venues to play a larger role (and maybe even have a life) in nascent interactive markets.

Moving to a smaller market no longer means sacrificing working with the best and brightest. At our company, we have some of the most geographically diverse and talented team members of any interactive agency nationwide. Our team includes members who started their careers in LA, Denver, Miami, Chicago, and New York who left the environmental stress of larger markets for the higher quality of life that Central Florida offers. The pull of less stress is a major one that you need to consider.

What am I doing?

Interactive agencies should provide their employees a unique mix between an interactive marketing and consulting, and the opportunity to create and advance new technologies. Large market interactive agencies partner with industry leaders around the country to provide clients with the highest level of collaborative return. While it is very important to give team members access to blue chip and bleeding edge work experience, operations and overhead costs associated with larger markets often drive other metrics which negatively affect team building.

Companies with smaller market headquarters can keep production costs low enough to give them an edge over the larger agencies in key geographical areas while still having a presence for accounts in those larger markets. So, it is vital that you get to interact with the clients and learn consultatively – otherwise, why would you stay where you are?

Who am I working with?

Interactive agency team members work very closely with one another often under time constraints and other external pressures. Therefore, employers must take hiring for these teams very seriously. New interactive candidates should be given the opportunity to participate in behavioral interviews and undergo situational response assessment prior to being invited on board.

We hold recruiting socials that allow candidates an opportunity to mingle with executives and future team members. Social events also provide an opportunity for candidates to brainstorm and present to the team. Candidates are given unique homework assignments so they can show us their skills in a real life interactive agency scenario. This process allows both the candidate and the company to assess if the fit is right. Your interview process should not start and end across a desk.

Am I having any fun?

Every company tells recruits that they are committed to a positive work environment, but not all companies take nurturing a positive work environment, and fun, seriously. Due to the nature of the interactive vertical, your company’s reputation for being “not fun” may already precede your recruiting attempts. The best companies in our space have team members who truly love their jobs and the culture THEY create. But, your employer should work at nurturing it.

If the extent of your firm’s team-building is a monthly happy hour, maybe you should be thinking about sending out your resume. With interactive employment in a seller’s market, what are you waiting for?

MindComet's Take on How to Hang on to Digital Talent

2007-12-18 00:00:00

What's Going on in Their Heads as They Decide Whether to Stick With You
By Tara Lamberson

Originally published in AdAge (subscription required).

Anyone on the hiring end knows that digital agencies are suffering from a worsening talent drought. You can probably bank on the fact that some of your sharpest talent has one foot out the door. For that reason, you've got to be sure you're tuned in to what your employees are thinking, what they want and what might be driving their dissatisfaction.

I've tried to stay close to our team here, and based on their feedback, here's some insight into the questions your employees may be asking themselves and the issues that matter most to them. Consider how the following might apply to you and your team:

For whom do I work?
Interactive marketing is about building client relationships, using marketing, communications and cutting-edge technology to support the building process. In other words, your company is worth little without its team members. You should start your relationship-building practice with your employees first. In the interactive space, where money isn't everything, fun, nurturing and exciting opportunities rule the day. Team members need leaders who listen; qualified teammates who know how to collaborate; the ability to enjoy life outside work; and room to move horizontally or vertically depending on their preferences for either knowledge expansion across media or increased corporate responsibilities.

Where am I working?
Employees are tired of winters in Chicago, the cost of living in New York or San Francisco and the traffic in Los Angeles or Seattle; they may be thinking about a change of venue. They also may be looking for a lifestyle change, the ability to buy a house or the option of taking mass transit to work. Those who want to make their marks may be looking for opportunities to play larger roles in smaller venues (and maybe even have a life) in nascent interactive markets.

And for many professionals in the interactive space, moving to a smaller market no longer means sacrificing working with the best and brightest. If you're trying to keep your people in these larger markets, know that the pull of less stress is a major one you need to consider.

What am I doing?
Interactive agencies should provide their employees with a unique mix of interactive marketing and consulting, as well as the opportunity to create and advance new technologies. Large-market interactive agencies partner with industry leaders around the country to provide clients with the highest level of collaborative return. While it is very important to give team members access to blue-chip and bleeding-edge work experience, the operations and overhead costs associated with larger markets often drive other metrics that negatively affect team building.

Companies with smaller-market headquarters can keep production costs low enough to give them an edge over the larger agencies in key geographic areas while still having a presence for accounts in those larger markets. So it's vital that the people you employ in these larger markets get to interact with your clients and learn consultatively -- otherwise, why would they stay?

With whom am I working?
Interactive-agency team members work very closely with one another, often under time constraints and other external pressures. Therefore, employers must take hiring for these teams very seriously. Candidates should participate in behavioral interviews and undergo situational-response assessment before to being invited onboard. For example, we hold recruiting socials that enable candidates an opportunity to mingle with MindComet executives and future team members. Social events also provide an opportunity for candidates to brainstorm and present to the team. Our candidates are given unique homework assignments so they can show us their skills in real-life, interactive-agency scenarios. This process allows both the candidate and the company to assess the fit. The interview doesn't start and end across a desk.

Am I having any fun?
Every company tells recruits it is committed to a positive work environment, but not all companies take nurturing a positive work environment -- and fun -- seriously. Because of the nature of the interactive vertical, your company's reputation for being "not fun" may already precede your recruiting attempts.

The best companies in our space have team members who truly love their jobs and the culture they create. But you have to work at nurturing it. We hold annual companywide retreats, for example. In the past two years, our retreats have been held in the Bahamas and at Club Med.

If the extent of your firm's team building is a monthly happy hour, some of your people are probably sending their resumes to me now as you're reading this. You can stop that, of course. But you've got to be tuned in to what your employees want. Otherwise, they'll walk.

MindComet Takes Note at PMI Conference

2007-10-15 00:00:00

Bringing new knowledge and efficiency to MindComet’s workflow

Orlando, FL – October 15, 2007 – Today MindComet (www.mindcomet.com) Director of Project Management Jennifer Carey joined a select group of project management professionals attending the 2007 Project Management Institute’s (PMI) Global Congress in Atlanta, Georgia. PMI global congresses are the premier events of choice for professional development and education, networking, information sharing and recognition for project management practitioners worldwide. They enable professionals in all industries to come together and exchange ideas while earning Professional Development Units (PDUs).

“Anyone in project management knows that PMI accreditation is vital toward understanding how best to move complex tasks forward. But, this is more true in the interactive space than in any other today because of the pace of change in development,” said Carey. “This is all about bringing best practices to our clients’ increasingly complex projects, of course.”

MindComet’s leadership recognizes the importance of attending PMI events. “I think it’s indicative of where we stand as a company now,” said Paul Lewis, MindComet President, and CEO. “PMI accreditation is no less vital to project managers as CLE is for lawyers or CMEs for doctors. Today’s project management is so far beyond the old school way of thinking ‘how do we work faster – and we’re pleased to have Jennifer leading this initiative for our company.”

About PMI
With nearly 250,000 members in more than 160 countries, Project Management Institute (PMI®) is the leading membership association for the project management profession. PMI is actively engaged in leading the profession by setting professional standards, conducting research and providing access to a wealth of information and resources. PMI also promotes career and professional development and offers certification, networking and community involvement opportunities. For more than 38 years, PMI has advanced the careers of practitioners who have made project management indispensable in achieving business results. Please visit www.pmi.org for more information.

MindComet Participates in First-Ever Orlando Barcamp

2007-09-27 00:00:00

Tech Guru’s Event among the Most Exclusive for Web Developers

Orlando, FL – September 27, 2007 – Today MindComet (www.mindcomet.com) team members took part in the first ever Barcamp event held in Orlando. The invitation-only event founded in 2002 by technology guru Tim O’Reilly has evolved into a nationwide semi-annual assembly of tech professionals from all walks of life. At BarCamp Orlando, attending MindComet team members discussed the latest in JAVA, .net, Ruby, Linux and PHP with technology thought leaders.

Jeremy Hilton, Director of Information Systems at MindComet expressed his excitement around the team’s Barcamp attendance, “I’m stoked. Not only is Barcamp an environment that is conducive to learning, it’s definitely a great place to network and recruit future MindComet team members.”

Bridging the gaps between and among all different tech users, Barcamp events make it a point to foster sharing and learning in an atmosphere of camaraderie. Since its inception, there have been over 100 Barcamp events held in various cities across the US. As the Barcamp tradition becomes more popular in Orlando, MindComet team members look forward to growing with the event and taking on more of a leadership role.

Click here to read more on Barcamp Orlando.

MindComet Announces the Opening of New Headquarters

2007-07-03 00:00:00

A growing staff has caused MindComet to outgrow its third office in seven years. The company will be hosting a christening party to announce the grand opening of its new headquarters later this summer. Located just 10 minutes from downtown Orlando, MindComet’s substantial growth pattern over the past few years has driven the construction of its own building to be an absolute necessity.

Equipped with enough space for the company to grow by as much as 150%, the building will be outfitted with biometric security, interactive whiteboards and flat screen TVs displaying MindComet’s portfolio and current projects' status. The new space features a state of the art, diesel generator backed server room and with more than double the meeting space MindComet looks forward to developing even stronger relationships with clients with more frequent and productive on site client meetings.

While company growth originally inspired the idea of constructing a privately owned building, its also expected to encourage higher levels of creativity and innovation. “I’m really excited to see how the environment will affect our thought processes and inventiveness. It’s going to be classic MindComet inside with fun, energizing colors and nice new workstations. We’ll also have plenty space which I’m hoping will be conducive to some pretty good brainstorm sessions,“ stated MindComet CEO, Paul Lewis.

“It’s unbelievable when you factor in the history of MindComet. I look back to when I started here five years ago and all our employees fit comfortably in a small office suite- now we have our own building, “ said Lewis.

MindComet’s new headquarters was designed and constructed by Scott Associates Architects who are equally known for creativity in architecture and interior design. To see details on the launch party please visit www.mindcomet.com/ocho.

Cure Cancer by Singing?

2007-06-22 00:00:00

MindComet and PayPerPost, two local central Florida businesses may be onto a correlation between singing in front of people and curing cancer; or at least they hope so. The team will be co-hosting the first annual Karaoke4Cancer event to benefit the American Cancer Society. The evening will begin at 6 p.m. on Thursday, June 28th at local hotspot, Latitudes in downtown Orlando and will be open to the public. All proceeds going directly to the foundation that has raised over $100 million for continued research, support for survivors and their families and nationwide education on prevention.

MindComet’s pursuit to become more proactive about the cause and desire to offer a hand was spurred by the loss of a co-worker to colon cancer in 2006. This tragedy prompted the idea to celebrate life and survivorship while also raising funds to put toward further research, thus prompting a partnership with American Cancer Society.

Cause marketing efforts have quietly slipped into the online space with campaigns run by the American Heart Association to the Toys ‘R’ Us Holiday Toy drive to VH1’s Save the Music Campaign. Both MindComet and PayPerPost have added one to the list leveraging use of technology to help generate more awareness around the event. Online components include an online donation option, video blog posts, an integrated online invitation and numerous online channels of promotion.

Both companies take pride in regularly contributing to various community causes including Habitat for Humanity, Sadie Holmes Help Service and supporting a team to run in the IOA Corporate 5k. “I’m glad to see this event taking place, it’s been something we’ve wanted to do for a long time now. We hope our partnership with American Cancer Society will be something we can continue to nurture over the years and develop as something we’re able to contribute to regularly,” stated MindComet CEO Paul Lewis.

More about Karaoke4Cancer and how to donate to the cause can be found at www.karaoke4cancer.com.

MindComet VP Invited to Speak at DMA Conference on Direct Marketing to Business

2007-04-15 00:00:00

Tara Lamberson, MindComet’s VP of Marketing and Solutions, has been elected to participate in the Direct Marketing to Business (DMB) Conference hosted by the Direct Marketing Association. Lamberson will present on how to enhance customer relationships digitally- through leveraging relationship marketing, data collection and relationship profiles. Other attending companies include Xerox, SIGMA Marketing Group, IBM, GM, and Cisco Systems.

The Direct Marketing Association is the leading global trade association setting and advocating responsible industry standards. The DMB Conference was created for marketers across all industries to share ideas and gain knowledge on leveraging tools such as databases, brand management, media planning and many more to supplement their direct and interactive marketing strategies.

Since its inception MindComet has punctuated the importance of creating ongoing and lasting relationships. Advocating relationship marketing to the BtoB world Lamberson points out some of its benefits. “Most don’t realize that focusing on developing a true long term partnership with your client instead of the one-time transaction will help both increase new customers through referral channels as well as reduce costly customer attrition.”

The presentation will also highlight data collection and utilization as well as managed email communication as ideal tools to assist in relationship building. MindComet currently serves many of their clients with invaluable blog and podcast strategies allowing for more open and candid communication lines with customers. Another facet of the presentation is not to jump in too deep, committing to too many avenues of communication from the start. “We like to remind that these forms of communication shouldn’t be forced and you can gain a lot from focusing on even just one channel,” cited Lamberson.

The DMB Conference will take place April 16th to the 18th at The Rosen Center in Orlando, Florida. Lamberson’s speaking engagement will take place on Wednesday the 18th at 8:30 am.

MindComet's Marketing Podcast Subscription Rates Reach All Time High

2007-04-08 00:00:00

MindComet’s marketing podcast series, Internet Marketing Voodoo, was recently served to the highest number of subscribers to date, since its inception in January 2006. Over the past four months, the 100% increase in podcast listeners reinforces the necessity for tools like Internet Marketing Voodoo within the marketing/advertising industry.

Currently ranked in the top 3 on iTunes for marketing podcasts, the series caters to both marketing industry leaders and business professionals seeking up to date information on the latest trends and patterns in online marketing. Internet Marketing Voodoo features host and MindComet CEO, Paul Lewis as he interviews marketing directors, interactive gurus and brand managers regarding the ever-changing medium. Internet Marketing Voodoo has been fortunate to host guests such as Avinash Kaushik of Intuit, Mike Chapman from eMarketer, Gal Trifon of Eyeblaster and Brent Hill of FeedBurner.

“We were thrilled when we saw the figures for the recent subscription rates,” stated MindComet’s VP of Marketing, Tara Lamberson. “It’s indicative that we are providing the level of value we have been striving to achieve over the last year. We plan to surprass this current trend by introducing a new format for the show this spring.”

In addition to providing clients with solutions that go above and beyond expectations, MindComet is in continual pursuit of sharing knowledge and educating professionals of the benefits and inner-workings of interactive marketing and the global shift away from traditional marketing and advertising. MindComet also offers a corporate podcasting service to clients searching for a new and relatively untapped channel to communicate with their audiences.

Internet Marketing Voodoo can be subscribed to through either iTunes or RSS reader for updates to be automatically downloaded. New episodes can also be found at www.internetmarketingvoodoo.com.

MindComet Amongst Top 100 BtoB Agencies for 2007

2007-04-05 00:00:00

MindComet announced today recognition for their selection as one of BtoB's Top Agencies for 2007. The Top Agencies 2007 report, published by BtoB Magazine, a leading publication dedicated to business-to-business marketing, selects the leading small, midsize, large and interactive agencies based on criteria including revenue growth, b-to-b client additions, office expansions and service offerings.

"We are honored to be recognized by BtoB Magazine as a top interactive agency," said Paul Lewis, president and CEO of MindComet. "Last year positioned us for growth, allowing MindComet to move into 2007 with an expanded senior management team and new service offerings tailored for our clients. Our commitment to understanding our client's business and integrating interactive strategies that will improve their return is our top priority."

Nearly 50 percent of the interactive agency's partnerships developed from the business-to-business sector in 2006, servicing industries from healthcare and manufacturing to professional services and telecommunications. The agency designed and developed custom solutions for each partner including managed email communications, online applications, business blogs and media strategies to improve operational efficiencies, lead generation and conversions.

"Companies that have relied on traditional marketing in the past are recognizing the value of integrating interactive within their operations," said Tara Lamberson, vice president of marketing for MindComet. "This shift online is opening opportunities to develop solutions that build customer relationships and create an engaging user experience. Online video, podcasts, corporate blogs and Internet applications are in high demand from b-to-b marketers across the board."

The interactive agency continues its rapid growth into 2007 with MindComet making a series of announcements regarding national expansions and movement into a state-of-the-art headquarters in Orlando, Florida at the close of Q2.

For more information on business-to-business interactive marketing solutions contact a MindComet representative.

MindComet VP Visits Korea to Create Awareness Around Business Blogs

2007-03-09 00:00:00

Ross Yaeger, MindComet’s VP of Operations, was selected to speak at the UFI Seminar in Seoul, Korea in early March. UFI is a global association of the exhibition industry holding. The discussion, presented to over 200 attendees, will hinge around how businesses can benefit from and utilize blogs as a communication tool for exhibition purposes.

UFI, the association of the world’s leading trade show organizers, fairground owners and exhibition industry executives chose Yaeger to share the strategies and value of business blogging to attendees at the UFI Open Summer Seminar 2007.

“Blogs can be a powerful tool in establishing and maintaining an image of leadership and people should recognize them not only as a channel of communication about an event but also creating records of what goes on there,” stated Yaeger. “With the costs that go into hosting seminars and conferences, leveraging different forms of social communication can also help to negate some of those costs by creating an ongoing engagement with a lot of cost efficiencies.”

MindComet currently hosts 12 business blogs and has provided blog strategies to numerous clients to help create and encourage customer relationships and interaction through a unique conversation format. It has been a priority of MindComet’s to help educate the industry on the importance and relevance of blogging in both a BtoB and BtoC format.

MindComet was also in attendance at the UFI Open Summer Seminar in Helsinki, Finland in June 2006 where SVP of Sales and Marketing, Paul Lewis was invited to speak on how attract the digital generation to tradeshows. “I’m so proud MindComet continues to be invited to the UFI seminars. We’re looking forward to hopefully attending again next year,” stated Lewis.

MindComet Celebrates 5th National Expansion in Austin, Texas

2007-02-13 00:00:00

MindComet, a national, full-service interactive agency, announced today the official opening of MindComet Austin, the agency's fifth national expansion that will service Southwest operations, clients and business development throughout Texas and the Southwest territory. Located in the heart of downtown Austin in a thriving interactive community, MindComet Austin connects the team with client partners including Time Warner Cable, Daucourt Martin Imports and Hoover's and strengthens national and international expansion efforts.

Clients, partners and local agencies throughout Central Texas gathered to celebrate the launch on Thursday, February 8th, for margaritas, appetizers and music atop the roof at Iron Cactus on 6th Street in Austin. Themed "MindComet Loves Texas", the night of networking hosted by Snowflake Rosen, general manager of southwest operations for MindComet, presented a warm welcome and made it known that MindComet will be a strong interactive presence throughout the Southwest for years to come.

"We are one of the few innovative, interactive agencies with a national presence in Austin," said Rosen. "The thriving interactive communities in Central Texas have opened opportunities for MindComet to expand and bring full service solutions to our clients throughout the Southwest."

In late 2006, Rosen left the agency's Orlando headquarters, where she led Southeast client accounts for over five years, to develop and strengthen MindComet's presence in the Southwest territory. Since, Rosen has engaged over six new client partners in the area and continues servicing Fortune 500 companies with headquarters in the Southwest region.

The launch of MindComet Austin follows the agency's trend of record-breaking growth in 2006 with 80% revenue increases, ground-breaking on their new corporate headquarters and an expanding senior management team.

Contact the Austin Interactive Agency.

View photos from "MindComet Loves Austin."

MindComet Expands Its Online Brand Management Service

2006-12-06 00:00:00

Enhanced Offering Provides Detailed Consumer Generated Media Analysis and Development of Online Communications Strategies for Effective Reputation Management

MindComet Corporation, a full service interactive agency, today unveiled its enhanced Online Brand Management service offering, a comprehensive solution complete with consumer generated media monitoring, detailed reporting and analysis and—most importantly—concrete, data-backed development of online communications and public relations strategies.

“With the control of information now firmly in consumer’s hands and CGM outlets multiplying by the hundreds every day, effective brand management is more important—yet more time consuming and costly—than ever,” said Paul Lewis, president and CEO of MindComet. “Our customers require robust measurement capabilities and comprehensive, actionable solutions that help them proactively take back control of their brands.”

MindComet’s Online Brand Management solution gathers consumer generated media (CGM) and industry generated media (IGM) data using criteria customized for each company, its brands and its competitors. Online video sites, podcasts, blogs, forums, communities and review Web sites are a few select channels that will be monitored for both CGM and IGM.

The result: MindComet can effectively monitor a brand’s reputation, assess the competitive landscape, report trends and help its client partners develop action plans to promote and position their brands in ways that differentiate them from the competition.

“What’s really unique about MindComet’s offering is that it goes beyond metric measurement—it’s a turnkey management solution,” said Lewis. “We use the data to develop an online communications strategy that meets our client partners’ objectives. Most importantly, our team can execute the strategies we outline, so we’re truly a one-stop shop for everything from brand monitoring to executing action plans that deliver ROI, and that provides real value.”

MindComet’s Online Brand Management solution is fully customizable and can be designed to meet a broad range of objectives—from increasing the amount of online discussions about your brand, combating negative online coverage, turning active consumers into brand loyalists and more. The service can be used to monitor a specific campaign or at the enterprise level to manage a portfolio of brands.

With recent media reports illustrating increased consumer scrutiny of leading brands, it is more critical then ever before for companies to effectively measure their online business reputation.

Internet Marketing Voodoo Welcomes New Host; Subscriptions Soar for Top Rated Business Podcast

2006-10-17 00:00:00

MindComet Corporation, a full service interactive agency, today announced President and CEO Paul Lewis to take over the hosting reigns of their popular business podcasting series Internet Marketing Voodoo (IMV). Lewis is replacing Ted Murphy, former president/CEO and IMV voice since January 2006. Lewis' first podcast "Enterprise Blogging" featuring corporate blogging software company iUpload CEO Robin Hopper launched today.

Murphy wrapped up his hosting gig on a high note, after producing over 30 episodes for the series, with his farewell show on Monday, October 2nd featuring Mark Naples, managing partner of WIT Strategy. The two thought leaders discussed user generated content, a movement Murphy incorporated into MindComet's sister company, PayPerPost. Murphy will continue his presence in business podcasting by hosting a PayPerPost related spin-off series launching this November.

Highlights under Murphy's direction included episodes surrounding best practices and strategies on:
    • Email Marketing with Jeanniey Mullen and Paul Beck, co-founders of the Email Experience Council;
    • Mobile Marketing with Jamie Wells, managing partner of TCS Mobile;
    • Integrated Promotions with Lisa Jenkins, electronic marketing manager for the House of Blues;
    • Web Analytics with Avinash Kaushik, senior manager of web research and analytics for Intuit;
    • RSS with J.B. Holston, president and CEO of NewsGator;
    • Customer Relationship Management with Ginger Conlon, editor-in-chief at 1to1Media and in a later     interview with Art Hall, vice president of customer care operations at NetBank.

"I was fortunate to interview widely respected names in Internet marketing and a diverse group of authorities on emerging digital communication channels, " said Murphy. "Paul shares that same excitement and passion as a technologist himself and the caliber of guests he has lined up will continue to provide that strategic insight valuable to our audience. I'm certainly looking forward to listening in and following the growth of the show."

In addition to Lewis' first episode on enterprise blogging, upcoming highlighted podcasts will feature one-on-one interviews with Anastasia Goodstein, publisher of Ypulse.com and author of Totally Wired, a book about teens and technology to be published by St. Martin's Press in March of 2007; and Robin Kent, CEO of SpiralFrog, an online music destination offering ad-supported legal downloads of audio and video content debuting in December of this year.

"Ted put Internet Marketing Voodoo on the map in the business podcasting industry with its candid show format, quality and world-renowned guests," said Lewis. "Taking over from here, I'm excited to continue the level of excellence that was established and cover the emerging trends, digital channels and evolving advertising strategies that our listeners must keep attune with. We want the show to be a knowledge repository of Internet marketing strategies for anyone in the industry, both business-to-business and business-to-consumer."

Paul Lewis has presented across the world providing insight on Generation Y, enterprise blogging, e-marketing and behavioral targeting. In addition to his new role as president/CEO and host of IMV, Lewis is currently authoring the soon to be released "Y: Outside the Polls and Inside the Minds of Millennials", a research initiative and publication into the marketing strategies for reaching the highly segmented and desirable Generation Y.

For more information:
• Subscribe to the Internet Marketing Voodoo podcast in iTunes.

• Subscribe via RSS.

MindComet Team Storms Club Med on "I Create" Company Retreat

2006-10-12 00:00:00

The MindComet Headquarters will be closed on Friday, October 13, 2006 as the Orlando based team takes on their annual retreat embracing this year's theme "I Create." The full service interactive agency will spend the weekend at Club Med in Sandpiper Key developing strategic growth initiatives for the transition into 2007. Core focuses include the agency's online media buying, mobile marketing and search engine marketing solution offerings among their extensive line of interactive services.

"This is a time for each team member to create. Create vision, create change and create innovation," said MindComet President and CEO Paul Lewis. "We want to create the opportunities that continue to drive the growth of the company and the passion for business creativity. We are challenging ourselves to think bigger."

For immediate assistance contact Kathleen Demaray, Orlando Office Manager, at 773.875.1845.

SPEED, MindComet Hit Full Throttle at WebAwards

2006-10-11 00:00:00

SPEEDtv.com, the Web site attracting fuel-injected racing fanatics from across the world, was named "Outstanding Web Site" by the Web Marketing Association's 2006 WebAwards. Full service interactive agency MindComet developed and maintains the award-winning Web site for long-term client partner SPEED, one of the fastest growing sports cable networks in the country.

"We are thrilled that SPEEDtv.com has won a WebAward as an ‘Outstanding Web Site'," said Mark Mitchell, director of SPEEDtv.com. "Together with our development partner MindComet, our goal has always been to provide the audience with a comprehensive mix of high-quality content in a package that utilizes the latest technology while remaining easy to use and pleasing to the eye. We are honored to be recognized by our peers for those efforts. We will continue to set the bar high and provide maximum value for both our visitors and the advertisers and sponsors who support our site.”

In a fierce, competitive undertaking, SPEEDtv.com reigned at the top of the judges' scorecards, ranking above both category and overall entry averages for each of the seven criteria and scoring 68 of a possible 70 points. The site took perfect scores in design, innovation and content and surpassed competitors in technology, interactivity, copywriting and ease of use.

"We gave them a reason to extend their involvement online by focusing on interaction and really developed a functional, user-friendly, engaging site," said Scott Allen, vice president of experience at MindComet. "Every step in our creative process ties in preparations to integrate user generated content to build a true racing community."

SPEEDtv.com continues to be an industry trendsetter in 2006, adding or enhancing several of the site's main attractions including a free video player featuring SPEED programming highlights and news clips, interactive chats with race drivers and SPEED announcers, content partnerships with FOXSports, RACER Magazine, MXi Magazine, RaceFan.com and others, communities including SPEEDtv.com's message boards, SPEED Insider and podcasts including Wind Tunnel with Dave Despain and The SPEED Report.

“This serves as a reminder that we are on the right track…but we know we have to work hard to keep up with all of the emerging trends and technologies,” said Joe Tripp, SPEEDtv.com senior editor. “As an extension of the network, SPEEDtv.com serves as the 'mother ship' for many of these platforms, particularly SPEED on-demand, SPEED on-board pass, on-demand video, podcasts and mobile. Our goal is simple -- to make SPEEDtv.com the number one motor sports and auto enthusiast destination on the Web, available WHENEVER and WHEREVER our users want it.”

In addition to the enhanced features of SPEEDtv.com, MindComet furthered the network's Web presence by developing and launching over a dozen mini-sites for additional SPEED brands and programs and encouraging fan interactivity through MySpace profiles for popular programs including PINKS and Unique Whips. The widespread, significant Web presence through online channels and social networks continues to drive traffic to SPEEDtv.com and influence tune-ins for their network's hit programming.

To view the award-winning Web site visit: http://www.speedtv.com

MindComet Corporation Announces New President and Service Offerings in Support of 2007 Growth Strategy

2006-09-25 00:00:00

MindComet Corporation, a Full Service Interactive Agency, today announced a sizeable reorganization, including naming Paul Lewis as President/CEO. Lewis, who served as MindComet’s SVP of Sales and Marketing for the past five years, has had an instrumental role in shaping the company’s growth and service offerings.

Ted Murphy, former President/CEO, will maintain his position as Chairman of the Board and continue to provide vision, direction and inspiration to MindComet. Murphy will now preside as President/CEO of PayPerPost, a spinoff of MindComet launched in June. “I have been in the process of shifting greater responsibility to the MindComet management team over the last year in preparation for this event,” Murphy states. “I am fortunate enough to have cultivated an outstanding management team. I am confident that our team will continue MindComet's long history of growth, innovation and dedication to our client partners."

MindComet has engaged over 20 new client partners in 2006 and has seen sustainable revenue growth upwards of 80% year over year under the direction of Lewis. "Paul and I have worked closely together to build this company from the ground up. He has been a critical component in our success and shares my passion for everything interactive," said Murphy. "He is an experienced leader, a technology guru and an inspiration to the team. My money is on continued growth." Murphy will maintain his majority equity position in MindComet.

Each year MindComet embraces a new theme to serve as the organizational guide light for team members. Lewis has decided this year's theme will be "I Create". “We have built our business on creativity and change; we love the fast paced online world, and enjoy developing something from nothing," Lewis commented. "We want to create relationships. We want to create technology. We want to create results. But most importantly we want to create the continued passion in our organization that drives all of these things."

In addition to the promotion of Lewis, several other MindComet veterans will receive promotions as part of the reorganization. Promotions include: Doug White, SVP of Sales; Scott Allen, VP of Experience; Ross Yaeger, VP of Operations and Tara Lamberson, VP of Marketing & Strategy. "I am delighted to have the opportunity to work more directly with these talented executives," commented Lewis. " This is the management team that will propel the agency forward in 2007 and beyond."

MindComet will continue along its path of strong and consistent growth by focusing on adding and expanding service offerings and disciplines including: search engine marketing, online media buying, mobile marketing, HR communications strategies and online brand monitoring. Under MindComet's expanded senior management team, the company is well positioned to increase its notoriety as a full service interactive marketing powerhouse.

To facilitate their rapid growth, MindComet will continue to seek out top talent within the industry, open additional regional offices and explore long-term relationships with client partners. MindComet broke ground on a brand new $4.1 million dollar facility in August. The facility expects to open doors in early Q2 to accommodate MindComet's expanding team.

MindComet Hires Senior Account Executive

2006-05-18 00:00:00

Answering sales growth rates peaking in excess of 100 percent and the expansion into global territories, MindComet announces the hiring of Bruce Neslaw as a senior account manager. Neslaw joins MindComet at their Orlando headquarters from Teramedia, specializing in direct and interactive marketing with emphasis on email marketing, integrated campaigns, search engine marketing and customer database management.

"MindComet is honored to bring on an industry visionary with the caliber that Bruce Neslaw holds," said MindComet President and CEO Ted Murphy. "At a time when Internet marketing budgets are reaching new heights, having Bruce's knowledge and experience opens many opportunities to meet our client's demands." Neslaw's passion extends to client needs analysis and developing custom integrated solutions. "He is one of the best in Internet marketing consulting, and we're excited to see the changes that lie ahead," said Murphy.

Neslaw's focus will continue to center on the core of interactive marketing—establishing relationships with consumers and personalizing marketing messages. Integrated solutions will incorporate MindComet's new media vehicle services including blogging, podcasting, viral marketing and social networks.

Prior to joining the MindComet team, Neslaw was the vice president of sales at Teramedia, consulted for affiliates of DIRECTV and BellSouth and held the position as regional account manager for InterActiveCorp representing properties including Citysearch, Ticketmaster and Match.com. Neslaw is a graduate of the University of Connecticut and is married with two children.

MindComet Reports Record Sales in Q1, Sees Explosion of Spending on Online Advertising and Interactive Services

2006-04-04 00:00:00

MindComet, The Relationship Agency, announced record sales growth of nearly 100 percent over Q1 of the previous year. The increase has been fueled by the acquisition of new clients as well as increased spending by current client partners. MindComet has already booked sales throughout 2006 equivalent to the revenue generated in all of 2005.

The company has formed relationships with several new clients in recent months including GMC, White Castle, USA Mobility, TNT and Armstrong. In addition to new clients, MindComet has also expanded its engagements with current clients such as StudentCity.com, FOX, Speed Channel, Tyco Healthcare and Living Independently.

“Business is booming,” states MindComet President and Chief Executive Officer Ted Murphy. "Demand for interactive services wasn't this strong in the dotcom era. We have had to double the size of our interactive strategy team twice in the past 12 months to keep up with the market for our services. Companies are realizing the value Internet marketing can provide when coupled with a strong strategy."

Sales of strategic consulting and managed services have been particularly strong in Q1. "The interest in our Managed Email Communications ('MEC') service has been phenomenal," said Murphy. MEC now accounts for nearly 15 percent of MindComet's revenue, up from 8 percent in 2005. Quarterly sales of other managed services including eWareness, Media Management and SEO are up over 50 percent.

“The need for an effective Internet strategy is stronger than ever,” stated MindComet Senior Vice President of Sales and Marketing Paul Lewis. “Marketing managers have come to realize just how important the Internet is and the unique opportunity it provides. If our double- to triple-digit growth every quarter for the past seven years is any indicator of the market space’s future, I believe spending on online advertising and interactive services will continue to trend upward at a significant rate.”

Internet Marketing Voodoo Podcast Remains Atop iTunes

2006-03-13 00:00:00

Four weeks after rising to the number one spot, Internet Marketing Voodoo still tops the iTunes’ chart for Internet marketing podcasts. Traffic to the site and downloads of the podcasts have surged as marketers have shared the site with their colleagues all over the world.

"We are seeing incredible traffic," commented podcast host Ted Murphy. "We are having difficulty keeping up with the show requests." Internet Marketing Voodoo continues to serve as the number one podcast resource for executives and marketers to uncover strategies and the latest emerging trends within online marketing. With the first episode launching earlier this year in January, Internet Marketing Voodoo’s subscriber base has grown exponentially, as the content continues to be syndicated on blogs, media outlets and marketing resource sites across the Web.

Murphy, the president and ceo of MindComet, has interviewed recognized industry leaders in Internet marketing such as show guests Avinash Kaushik, senior manager of web research and analytics at Intuit Inc., Shay Studley-Toland, communications director at Tyco Healthcare and Ginger Conlon, editor-in-chief at 1to1 Media. The guests have shared tips and advice on internal email marketing, customer relationship management, loyalty programs, web analytics, podcasting, blogging and brand terrorism. Future topics include paid search and organic search strategies and integrating podcasts into online promotions.

The Internet Marketing Voodoo podcast is part of MindComet's Voodoo network. The network consists of blogs and podcasts dedicated to issues facing today’s marketers. The network covers topics including web analytics, search engine marketing, email marketing, consumer generated media and more. For more information or to subscribe to the podcast visit http://www.InternetMarketingVoodoo.com.

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MindComet’s Managed Podcast Services
MindComet assists clients in optimizing their customer relationships. Their Managed Podcast Services bring Fortune 1000 companies the ability to narrowcast their branding to a segmented market of listeners. They work cooperatively to develop a customer relationship strategy that strengthens the bond to both existing customers and prospects through leveraging emerging technologies and mediums such as podcasting. For more information on MindComet’s services call 866.650.7919.

Internet Marketing Voodoo Podcast Tops iTunes

2006-02-03 00:00:00

Internet Marketing Voodoo storms to number one, topping iTunes' chart for Internet marketing podcasts. Still in its infancy, the weekly podcast show has edged out over forty marketing-related podcasts, nearly tripling its subscriber base in one month.

MindComet, the agency developing the podcast, has brought on prestigious guests within the online marketing industry to uncover the myths and theories behind Internet marketing. Guests include Director of Interactive Services for Darden Restaurants, Michael Friedman, and President of Dozier Internet Law, John Dozier. Coupled with show host personality, Ted Murphy, President and CEO of MindComet, they have covered topics from podcasting to the legal issues with corporate blogging, online communities and loyalty programs.

“We are getting great feedback from our listeners. Our first four episodes are really doing their job of helping corporate executives understand emerging marketing trends in under 15 minutes,” said Murphy. “We have an incredible lineup of guests joining us in the coming weeks."

Internet Marketing Voodoo is the first MindComet branded podcast. The agency is well known for developing podcasts for their Fortune 1000 clientele. MindComet’s Internet Marketing Voodoo demonstrates to their clients the ability to reach a targeted segment of the estimated six million podcast listeners.

The “Voodoo” series launched in January 2006 with new episodes broadcasting weekly. To subscribe to Internet Marketing Voodoo visit the podcast section of iTunes or http://www.InternetMarketingVoodoo.com.

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MindComet Launches Internet Marketing Blogs and Weekly Podcast

2006-01-11 00:00:00

MindComet, The Relationship Agency, has aimed a series of seven blogs and a weekly podcast to C-level executives and marketers. The firm hopes to set straight the myths and theories behind some of the hottest topics in the marketing industry today with real world experience, research, and expert tips and advice. The blogs and podcasts are dedicated to uncovering and relaying the most effective techniques for online marketing. Dubbed “Voodoo," an index of the various blogs and podcasts can be found at www.InternetMarketingVoodoo.com.

MindComet has recognized the increasing responsibilities placed upon chief marketing officers and the frustration caused by uncovering the hype surrounding blogging, podcasting, search engine marketing, consumer generated media, and other ever-evolving tools, techniques, and mediums in Internet marketing. The blogs and podcasts provide instant access to targeted content that gives them the information they need to make informed marketing decisions. MindComet’s “Voodoo Blogs” are launched in coordination with the “Internet Marketing Voodoo Podcast," a weekly show hosted by MindComet President/CEO, Ted Murphy, in which he interviews experts and specialists within the online marketing arena.

“I’m amazed at how many companies are utilizing online marketing techniques, but are failing to implement the components in a way that will produce a significant ROI,” said Paul Lewis, MindComet’s Senior Vice President of Sales and Marketing. “The idea behind 'Voodoo' is to express that you need to not only become aware of these concepts, but integrate them successfully into an Internet marketing program.” Topics covered on the "Voodoo Blogs" and “Internet Marketing Voodoo Podcast” include consumer generated media, email marketing, online branding, generation y, online promotions, analytics and research, search engine marketing, viral marketing, and behavioral marketing.

MindComet's weekly podcast on all Internet marketing topics can be found at http://www.internetmarketingvoodoo.com and on the podcast section of Apple iTunes.

MindComet Offers Web Email Service That Tracks Santa Claus

2005-12-20 00:00:00

Track Santa’s Journey Across the Globe Via Your Inbox

MindComet, The Relationship Agency, announced today that they have recently signed a deal with Santa Claus to provide Internet-related services to Claus and all elf villages throughout the North Pole. Under the agreement, MindComet will provide free WiFi access to the elf villages and become the official email-marketing provider of Santa Claus.

The agency has launched Officialsantaemail.com, a website that allows Santa trackers of all ages to sign up and receive emails on Christmas Eve with updates of Santa’s whereabouts. MindComet, in conjunction with the Elf Advanced Technology Deployment Team, will be tracking Santa via two-way Global Sleigh Positioning (GSP). The system is accurate within two rooftops and will be triggering emails as Santa makes his deliveries around the world.

“Santa is possibly the world’s busiest man,” commented Edward Murphy, President and CEO of MindComet. "We've given him the ability to communicate with the Elf Christmas Command Center and all the good boys and girls, automatically, on the busiest day of his year." This is the first time in Christmas history that Santa has agreed to make his whereabouts available to the public in mass email.

To date, Santa has received over 1,000,000 emails inquiring about Christmas delivery times for the upcoming Christmas holiday. Officialsantaemail.com has given S.Claus the ability to organize these emails and sign up anxious inquirers to receive updates. “Between gift delivery, managing the elves, and photo shoots at malls, I just didn’t have time to answer the where and when of it all,” commented Santa Claus. “Now with email and Internet to track my sleigh ride, they’ll watch me drop gifts from California to Shanghai.”

MindComet will continue working to improve the effectiveness of Santa’s business operations. Officialsantaemail.com marks the first significant effort to bring the North Pole into the Internet age. MindComet has plans in the near future to help Santa refine his list checking process, as well as wish list delivery management.

Santa trackers can sign up to be sent Santa’s location on Christmas Eve at http://www.officialsantaemail.com/.

From 50 Pounds of Beef Jerky to a One Year Supply of Chicken Wings, MindComet Creates the Ultimate Wish List for GMC and SPEED Fans

2005-12-14 00:00:00

MindComet gives GMC and SPEED fans a holiday campaign they can sink their teeth into—from 50 pounds of chili to a year supply of pizza, to cheese dogs and racks of ribs. Designed to break through the holiday promotional clutter and drive product sales in an innovative fashion, RaceFanWishList.com gives gear heads and race fans alike the opportunity to create, send to a friend, and win their ultimate wish list.

“When consumers see tools, cars, and red ribbon specials, brands can easily become caught in the holiday clutter, making it increasingly difficult to differentiate from their competitors,” commented Edward Murphy, President and CEO of MindComet. “But when they see 50 pounds of beef jerky or a year supply of nacho chips, assorted cookies and cheese dogs integrated within traditional wish list items, you capture their attention through unconventional marketing.” MindComet designed the campaign to further discover consumer preferences and compile data for the automotive industry.

RaceFanWishList.com gives players a start of 10,000 points to navigate through the site, adding items anywhere from traditional racing gear and tailgating equipment, to unconventional food and beverages, each worth individual points. A viral element added within the campaign encourages players to send their list to friends. With each referral, participants receive an extra entry into the final drawing. RaceFanWishList.com is expected to attract racing fans all over the nation to log on to the site, showcased with the GMC and SPEED brands, throughout the following holiday weeks.

Launched in late November, the promotion jump started into overdrive by sending an email to current SPEED fans and has quickly established a double opt-in rate for future communications for the partnering companies. The database of names, listing tailored preferences, may be used by GMC and SPEED for future marketing initiatives, including driving product sales through email. “MindComet's efforts continue to help us to build stronger relationships with our customers by using their expertise and the benefits attributed to their Brandmail email marketing services,” commented Mark Mitchell, Director of SPEED. RaceFanWishList.com is one of many campaigns the company is currently launching for Fortune 1000 clients, using innovative interactive marketing techniques to establish and build stronger customer relationships.