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How a User-Centric Approach is Getting Results for Clemson University
Feb 03, 2012

We believe that whenever possible marketing or communications of any kind should be targeted and tailored to individuals. Casting a wide net by trying to market to the masses can be a costly and very often an ineffective way to get your message to your customers and prospects. So when the Clemson University Alumni Association asked Merge to help streamline its email communications to its 70,000+ subscribers, we put this guiding principle into action.

Background

Founded in 1896 The Clemson University Alumni Association today serves the needs of some 124,000 members of the Clemson family, including a network of 82 Alumni Clubs and special interest groups across the country. The Alumni Association helps coordinate and host reunions, special events, award scholarships through endowments, sells and markets the Clemson ring and provides career services to students and alumni. But the most important and basic reason the Association exists is to connect alumni to each other and to Clemson University.

The Challenge

In 2010 the Association developed “The Echo,” an email newsletter to communicate important updates to alumni. However, while the bi-weekly emails were full of great information, each and every alum received the same, very long newsletter. Staff didn’t have a way to deliver only specific content to each individual. Merge was approached by Senior Director of Alumni Relations, Wil Brasington, to help develop a system that allowed alumni to sign up to receive email newsletters tailored to their specific areas of...

Feb 01, 2012

Merge's management team recently reviewed the popular team building module, "5 Dysfunctions of a Team." As the model suggests, the foundation starts with Trust, and then goes up from there to Results.

I couldn't help but think, this model can apply to quite a bit more than just teams. Let's see how it applies to a Digital Strategy:

Trust. Whether your digital strategy starts with Social Media or a Website--even a mobile app, trust is the foundation of your strategies success. Do you download an app that has zero reviews? What happens when you go to a website and it just doesn't seem right? Or you're checking out and realize their is no SSL in place? Social Media without trust is dead. So is a Digital Strategy.

Conflict. Take a Facebook design change. Stirs up a lot of conflict, doesn't it (today they went public for $5B)? If your digital strategy doesn't offend somebody then it's probably not an effective digital strategy. Twitter sticks with 140 characters. Google has the blandest home page in the world. These are strategic limitations that creates conflict with its users, and they work beautifully.

Commitment. Try starting a blog and then stopping. Do social media for a couple of days and then just quit. You'll find your strategy, without commitment is a dead digital strategy. As we say at Merge...

How Social Media has Changed the Way We Talk to Customers
Jan 30, 2012

Like most people my age, I'm attached to my cell phone. It’s very rare that I leave my phone at home or am unavailable to answer calls, texts, or emails. I’m always connected to the outside world, and that’s mainly because of social media apps. I’m constantly checking Twitter and Facebook for the latest updates or breaking news. In fact, thanks to Twitter, I was the first of my friends to learn that the Detroit Tigers signed Prince Fielder to a 9 year contract, and you can bet that I was sending out mass texts to everyone I knew within seconds.

The fact of the matter is that social media sites are changing the way we communicate and the medium in which we do. Sites such as Twitter, Facebook, and Google + are bringing us together in a way we never thought was possible. Small businesses, corporations, and politicians are using these avenues to connect with their customers/constituents on a personal level, and it’s working.

Take a look at Southwest Airlines. They use their Twitter account to field questions and concerns from their customers. If a passenger tweets about an issue they’re having on a flight, a Southwest employee replies with a solution or explanation almost immediately. Now that’s customer service.

Let’s look at another example. President Obama’s 2008 Presidential campaign thrived on...

Press Releases

Up

October 3, 2011
GREENVILLE, S.C. – Merge, a digital agency in the Upstate, is now a registered Apple Developer in the iOS Developer Program, which allows the...
August 3, 2011
Merge, a leading digital agency in the Upstate, completed a successful second quarter with the June launch of a new website for Orion Air Group, a...
August 3, 2011
In July, Merge launched sites for two Upstate non-profit organizations, Greenville County First Steps and the Julie Valentine Center. ...
July 12, 2011
Merge, a digital agency in the Upstate, is now recognized as a Google Adwords Certified Company, becoming one of only 15 businesses in South...
April 26, 2011
In January, Merge launched a new website for the Center for Development Services (CDS), which now better reflects the valuable services they provide...
January 29, 2011
D&W Fine Pack has retained Merge to develop and execute a strategic, interactive solution to enhance the company's brand and to clearly market...
January 3, 2011
GREENVILLE, S.C. - January 3, 2011 Merge, a leading web development firm in the Upstate, has announced the hire of Eric Evans of Greenwood, SC, as...
December 20, 2010
GREENVILLE, S.C. - December 20, 2010Merge, an Upstate agency providing strategic web solutions, has announced the addition of Meredith Garner as the...
December 15, 2010
GREENVILLE, S.C. - December 15, 2010 Merge, a Greenville-based web development firm that provides comprehensive and strategic web solutions, has...
November 22, 2010
GREENVILLE, S.C. - November 22, 2010 Greenville-based web marketing firm Merge has been selected by TEDxGreenville to provide strategic enhancements...