A Better Way To Reconnect.
How to Get Permission, Create Content, and Stay Connected with everyone you meet.
WHAT IS BORDEN SNAPS?
Snap and Release.
Take your photos and instantly receive the permission you need to use them!
Photo Collection.
Collect and download all of the photos you take through your mobile device, in one place.
Content Creation.
Use the photos you collect across your online channels, for immediate and ongoing use.
Streamlined Social Media.
Use the same device to take photos, collect permissions, and post directly to social media.
Positive Communication.
Learn how to engage effectively when your customers and potential customers are happily listening.
Secondary Touchpoints.
Get more product reviews, distribute promotions and coupons, and grow your email list.
WHO CREATED THIS AND WHY?
At Borden Communications we are all about solutions. In the name of creativity and efficiency, we created Borden Snaps; A solution to keeping you and your business protected and compliant online whenever you post photos and send emails.
HOW IT WORKS, IN A NUTSHELL
Snap a Photo
Use the mobile device of your choice to take a photo.
Get Permission
Use your own, customized e-waiver to obtain email consent and media release.
Build Your Email Marketing
Create and add to your email marketing lists, every time you connect with others.
Reconnect
Send photos, online review requests, and exclusive offers.
Share
Share online, knowing you have permission.
Set Up Now
Set Up Your Release
Our digital world has led to an increased awareness for privacy – and privacy violations. A release gives the people you meet through your business the opportunity to grant you consent to use their picture and to contact them by email. Having a signed e-waiver will protect you legally and give you peace of mind.
1. Go to Fast Field Forms and create your account. This is free in trial (hurray!) and then will run you less than $30 per month – which is of great value… and is much cheaper than paying to have a legal form created.
2. Build your form. Click the PLUS (+) sign under fields, and click the icons next to the fields you want to include. Keep in mind that you may want additional information for future use (for example, your newsletter).
We recommend:
• A Multi Photo field (make sure that you tick the check box that says Photo Library Enabled during set up. This will allow you to receive releases for photos in your camera roll)
• Text fields for Name, Email Address, or other information you would like to collect
• An Acknowledgement field, that allows users to check off that they have read and understand your release.
• A Signature field.
Tip: Edit the Field Label to indicate what you would like an unfamiliar user to do. For example, “First Name” and “Last Name”.
3. Save and name your form using the green SAVE button.
4. Download the Fast Field Forms app on the mobile device you will be using to take photos.
5. To test or use your form, log in using the username and password you chose. Click Forms, and then click on the form you would like to use. We always recommend you test your form to make sure that instructions are clear.
You will be able to access all of your submitted forms in the app under Submitted, or online under Data > Get Data.
Tip: From the Get Data page, you will be able to export all of your forms in one Excel file, which will simplify the process of building your email marketing list.
If you have questions about developing an effective form, we are, as always, ready to work for you.
Here is a sample media release (please feel free to use it):
I hereby give my consent to [your organization’s name] to photograph, film, videotape and then use, reproduce, and publish said images of me and/or my child/children.
I agree that photographs/negatives, film, or videotapes thereof shall constitute the sole property of [your organization’s name], with full right of disposition in any manner whatsoever, including the right to publish online.
I hereby release [your organization’s name] and his/her legal representatives and assigns from any and all claims whatsoever in connection with the use, reproduction, publication of the images thereof.
Set Up Your Email Marketing
Email marketing allows you to send customized messages to a large list of people who have opted in to receiving your emails. This Borden Snaps formula will help you grow the list of people who are getting your emails, to include those who you have met through the work you do. Email marketing gives you the opportunity to build secondary touchpoints and build a relationship with the people you meet.
1. Go to MailChimp.com and create an account. This is free until you reach 2,000 subscribers (which we hope you will reach soon, because effective email marketing is worth investing in)! Make sure that you have expressed permission (consent) to contact every email address on your list — it’s the law.
2. Upload your current email list into Mail Chimp. Here’s how.
3. Every time you collect emails through Fast Field Forms and Borden Snaps, upload addressed to a new or existing list after the event (or at the end of the day). It’s simple, quick, and those emails can be used for so much good.
Use It Well
Now that you have your release form and email marketing set up, you can use this to protect yourself, and to create sales and marketing opportunities.
The benefit of adding these new email addresses to your email marketing list is that you can create secondary touch-points with the people you meet. While we recommend keeping requests to a minimum, this is a great opportunity to close the loop on your interaction with the individuals you’ve met. Here are some ideas for what to include in your first email to them.
Say Thank You. Thank them for providing you with their contact information and for taking the time to say hello.
Give them something of value. Offer the people that you have added to your email list a coupon, voucher, discount code, or free download.
Post pictures from the event. You can make this as customized as you would like. If you only met a few people that day, it might be worth the time to send personalized, individual emails including their pictures from the event. If you met hundreds of people, consider providing a link to a gallery of photos from your event, such as a public Google Drive folder, Flickr photo gallery, or public Facebook album.
Ask for a recommendation. Positive Yelp and Google reviews go a long way in attracting new customers. Humbly, you can always ask those who have tried your product to take 5 minutes to review your business online. You can learn more about Google’s steps to getting reviews here.
Ask for an email forward. By maximizing the reach of your email, you can attract the interest of new customers and grow your email marketing list. Intuitively, people will be most interested in forwarding your emails to friends and family if you include things like photos or coupons that they can share. For example, on the bottom of our newsletter, we write:
Were you forwarded this message? Sign up for our Monthly Roundup.
Good ideas spread through a groundswell of support, please share this email with a friend.
Tell them how to connect with you. Tell those you’ve met where your business will be next (upcoming demonstrations, farmers’ markets, and trade shows, for example). And, if you have one, ask the people that you connected with to post their photos from the day using your brand’s hashtag (don’t forget to check for new posts that contain your hashtag, to like or comment on photos that people have shared).
Ask them to subscribe to your main newsletter. Depending on how you worded your Borden Snaps release, people may have given you permission to add them to your newsletter, or they may have just given you permission to send them photos from the event. If you don’t yet have permission to add them to your newsletter, provide a link where users can choose to subscribe themselves. You may even want to include a disclaimer at the bottom of your email, reassuring recipients that you have not added them to any unwanted lists. For example:
This email message was sent to everyone we connected with at the Vegetarian Food Festival. You are not on any list, and there is no need to unsubscribe.
Follow Up
Of course, every business will have a different schedule for following up; some follow up daily, others may need to wait until the end of an event. Here are some recommendations for when to send emails to your new connections.
Soon after the event. If you plan on reaching out to share pictures and ask for ratings, the sooner you follow up, the more likely the connection will still be fresh on your connections’ minds. Make use of this perfect opportunity to deepen the new connection you have just made, through the gestures above.
1 year after event. If the event is annual, it may be nice to reach out to the people you connected with the previous year to let them know that you will be present again at the same event. Invite them to come by your booth to say hi, or to sample new products you may be introducing.
The beginning of a new year. The beginning of a new year is a great time to reconnect with customers you have met, to wish them and their families well, to tell them about new projects and initiatives, and to let them know where and how to connect with you again this year.
New product launch. Your email list will be one of your most valuable assets when launching a new product, because it contains a concentrated list of people who are interested in your company and what you have to sell (versus your personal social media channels, for example). Let them know about new products that you are launching, and consider offering them a discount code that they can use on the release date.
Putting It All Together
Now that your release and email marketing are set up, here’s how to put everything together to close the loop on all of your client interactions, in order to maximize online engagements, get ratings, and see a return on your investment.
- Start a real conversation with someone in your waiting room, at your demo, or serving tables. Be authentic.
- Request to take and use their photo (people love this, mostly!)
- With their permission, take a picture (or several) using the camera on your phone (don’t forget to tell them how great it is!)
- Open up the Fast Field Forms app and choose the form you have created.
- In the Multi Photo field that you added during set up, select all pictures that you are requesting a release for from your phone’s photo library.
- Pass them your mobile device to complete the remaining fields.
- Once they have finished the form, they will pass the device back to you – just like with a credit card payment. Ensure the “submit” button was clicked. You will now be able to post to social media straight for your phone’s photo library.
- After the event, or at the end of your day or shift, log in to your FastField Forms account and export everything you have collected as an Excel file. (In your account, you will also have access to all of the media releases, with the respective photos attached.)
- Copy and paste the email address list into your designated Mail Chimp List
- Send out your Follow Up email to close the loop on your new connection.
- Share photos, show gratitude, highlight the good, and tag well.
- Breathe easy knowing you hide permission and consent to do this.
- Reap the rewards and results.
Feeling stuck? Reach out to us for assistance with setting up your email marketing lists and campaigns.
