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SMC Greenville, Olivier Blanchard

Hey look, it’s me! And a fully stocked bar! (Thanks to Jim O’Donnell for the awesome photo.) More photos from Richard Peck here and here. Awesome.

So… A quick recap: This presentation took place at Greenville, SC’s 2nd monthly Social Media Club meeting early Monday morning.  About 150 people from the Greenville-Anderson-Spartanburg area showed up to enjoy a great breakfast provided by our host (Soby’s Restaurant/Table 301) and hear me talk a little bit about what social media is and isn’t. (Probably more the breakfast, but that’s okay.)

I will be posting the presentation soon, but for now, here are some of the main takeways fom my little show:

It is easy to get bogged down with tools and platforms and technologies when it comes to Social Media. Relax and take a big step back: All we are really talking about here is people talking with people. Remember that.

If we dig a little deeper, we don’t have to go far to see that people are using Social Media to (re)connect with one another, create communities on their own terms, and share what they are passionate about.

Social Media as we define them today may be new, but people have been connecting, creating communities and sharing their interests for thousands of years. We are deeply social creatures. We love to share experiences – food, entertainment, art, stories, etc.

But the complexity of our lives have forced us to disconnect from one another. Greater distances separate us. Our busy schedules make it difficult for us to connect with each other regularly through traditional means.

But we NEED human interactions. We crave them.

Social media help us reconnect in spite of our busy lives.

The relationships people want are meaningful. They are based on affection and trust, from parents at an early age to friends and extended family as we grow into adulthood, and eventually outward still to our community.

Compare these meaningful relationships with the relationship you have with an outsourced cstomer service rep or a disengaged salesperson. Sharp contrast, right? Question: Can meaningful relationships be created through outsourced labor?

Question: If – as a business – you understand the importance/value of creating meaningful relationships with your customers, why shove your customers away to call centers and disengaged employees? How does that work?

What if you could turn angry customers into your greatest advocates? What if you made it your mission?

What if you invited these customers to call you back regularly to let you know how things are going?  (Start a conversation with them. Engage with them. Foster a relationship. Twitter is good for that.)

As a company, ask yourself what role you play in your customers’ lives today:Are you their partner in crime (in a good way) or are you just selling them stuff?

Communities: Knowing where we belong is as important as knowing how we belong.

Individuals are hard to hear. Communities are much louder.

People want their opinions to matter. They want to be heard. When companies refuse to listen, they build walls between themselves and the communities around them.

Not listening (to your customers) is expensive. It makes you ignorant and isolated.

How can you know what people are saying about you outside your walls if you aren’t out there listening?

How are you monitoring you reputation?

Listening makes you relevant.

Listening makes you part of a community. (So listen!)

Not Listening = Disconnected. Listening = feedback, insight and metrics (use tools like Radian6).

As people grow increasingly connected (via social media), companies are losing their ability to influence behaviors via traditional means and media channels.

The era of the monologue is dead.

In the US alone, people are exposed to 500-3000 commercial messages per day. PER DAY!!!

And the ROI of the most obvious advertising channel (TV) is estimated to be 1-4%. (Not exactly stellar.)

Meanwhile, recommendations by family members, loved ones and peers are extremely sticky. People turn to people they trust to help them discover products and make purchasing decisions. In other words:

People are increasingly tuning companies out, and tuning in to each other instead.

Traditional Media alone increasingly expensive and less and less effective. Social media can complement traditional media: Add relevance, authenticity and stickiness.

Q: What is the most important thing a business can do for itself? A: Create happy, loyal customers.

Engagement is not a campaign.

This conversation is not about Social Media adoption. It is about transforming the way you think about your business: You are not a B2B or a B2C company. You are a P2P company (people to people).

You must create ways to enhance or improve your customers’ experience in a way that matters. One way to put this into action is to ask yourself how do I get my customers to want to recommend us to their mother or child or best friend?

Ask yourself: How would you do business if your CEO suddenly decided that you could no longer advertise? What would you do? How would you engage with your customers?

More notes from the presentation tomorrow. 😉

You can also follow some of the Twitter threads at #smcgville and #smcgreenville.

smc-greenville

Thanks again to SMC Greenville for having asked me to speak at their event this month. It was truly an honor.

I want to send out a very special thanks to Richard Peck, Table 301 and the awesome staff of Soby’s restaurant for being such gracious hosts.

Kind thanks also to Business Black Box for covering the event with their video crew.

And most of all, HUGE THANKS to everyone who got up at the crack of way too early on a Monday to come listen to me speak. I was truly overwhelmed by the interest, kindness and enthusiasm you all brought with you. Pretty unreal. I’m glad to have met even more incredible folks this week, as well as seeing so many familiar faces. Orange Coat’s Bear Gautsch was there (did I also see Jimmy C?), Brains on Fire’s Robbin Phillips, Geno Church and Spike Jones were there along with Bounce’s John McDermott… Bobby Rettew, Doug Cone, Jon Evans, Amy Wood, Trey Pennington of course… And I hear that someone even drove all the way from Columbia! (Whomever you are, shoot me a note. I definitely want to meet you next time you’re in Greenville.) The list is waaaaaaaaaaaaay too long for me to go on, so I’ll stop here. Thanks for coming, everyone. 🙂

What a great way to start the week!

Greenville Social Media Club - Olivier Blanchardphoto by Doug Cone (@nullvariable)

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twitter-reality

It hadn’t occurred to me until late last week, but most major brands still haven’t figured out that Twitter is the fastest social media network (dare I say channel) in existence today. Not LinkedIn, not Facebook, not their own website or corporate blog, not anything else: Twitter is it. The conversations may start or end on blogs (corporate or not), but the conversations themselves, the dialogues, the real connections happen in real time on Twitter – which is to say that more and more of the discovery, recommendations and value-building that drive incremental transactions (basis points of growth for you MBAs out there) are taking place on Twitter.

Why are these conversations important? Why should brand managers care? Because the folks currently using twitter – the folks currently recruiting the next 100 million users – are the connectors, influencers and mavens of the social media world. They don’t have to be Social media superstars like Scoble, Brogan, Kawasaki or Lemeur. They don’t have to be high profile brand spokespersons like Ford’s Scott Monty. This is the long tail, we’re talking about. This is grassroots. The same grassroots web of networks that Barack Obama’s campaign leveraged to win the 2008 US Presidential election. And that is precisely the importance of the long tail: It’s about networks and relationships. It’s about dialog and trust. The long tail is simply the digital vehicle for word-of-mouth, the stickiest limb of the marketing world, where transactions are really born. It doesn’t take a genius to realize that Twitter is quickly becoming the most effective long tail platform in history. More so than Facebook. More so than any other single digital Social Media tool.

To put the importance and effectiveness of Twitter in perspective for you, take a step back and stop thinking about it as an internet tool. In other words, stop thinking of Twitter as something people interface with on their laptops and PCs. Twitter is on people’s mobile devices as well. That’s right: The conversations and interactions continue outside of the office. They take place at the mall, in the car, at the coffee shop, on the sidewalk and at parties. Twitter isn’t just on a desk, it’s literally in people’s hands. 24/7/365.

The billboard, folks, is now in people’s pockets, on their belt, in their purse, and it gets to ask them questions and make suggestions all day long.

Yet, there still seems to be some discussion as to whether or not “brands” should start using Twitter at all.

Fascinating.

I find the question as elementary as “should soldiers be taught how to fire a rifle?” or “should lifeguards be required to be good swimmers?”

Read Mark Drapeau’s Do Brands belong on Twitter? and Jeremiah Owyang’s Why Brands Are Unsuccessful on Twitter.

The answer to Mark’s question is “of course.” The answer to Jeremiah’s rhetorical question is “because most brands aren’t even there yet,” although he seems to cover that quite well in his own post.

The thing is, some brand have embraced the Twitter “experiment” and are doing quite well. Several of them are listed below, and by clicking on their name, you will get a chance to see exactly how they are leveraging the tool. Will some make mistakes? Maybe. Probably. But that’s okay. Live and learn. At least, they are engaging us, their public, which has a dual effect: Broadening their reach, and deepening their connection with us – the consumers. As a Twitter user, just knowing that The North Face has a genuine Twitter presence makes the brand more appealing to me. Somehow, it seems to fit in with my lifestyle a little better than before, when I saw it simply as another drop in the brand name ocean. Same with Jet Blue. Same with Whole Foods. Same with Starbucks.

Locally, Liquid Highway has managed to market itself so well to Twitter users that they in turn used their influence to give their business a hefty boost outside of the twittersphere. The cost of recruiting the same amount of net new customers and then retaining them somehow through traditional media marketing and promotions would have been hefty and probably short in returns. Their Twitter strategy achieved in weeks and for almost no cost at all what a traditional media strategy would have taken months and tens of thousands of dollars, perhaps with less success.

Fact: Brands that tweet – large or small – have an advantage over brands that don’t. Period.

Even without the Twitter kinship element I just mentioned (The whole North Face thing), the very act of using Twitter as a channel to inform the public as to press releases, events, news stories and promotions would be better than not being there at all. Social media purists may shake their fists at CNN and WSJ for broadcasting rather than engaging, but in the end, Twitter can be used in a variety of ways. Not every brand needs to generate buzz of “engage”. I wish it were so, and in an ideal world, yes, all brands should strive to seek a deeper connection with their audience, but that isn’t always the priority.

In light of this basic realization, simply standing on the sidelines of a channel of Twitter’s potential magnitude without at least testing its waters seems completely absurd, especially when all data points to the fact that traditional advertising channels are losing their effectiveness.

And especially as marketing budgets are getting serious buzz cuts. (No pun intended.)

Twitter, along with other key social media platforms and channels, thus makes sense. Yet here we are, with only a small fraction of major brands actually getting involved. Curious. To illustrate the state of things, I have put together a quick list of some of the most obvious brands I could think of and went on Twitter to see if they were there. The results may surprise you. This is what I found:

Major Brands which have picked up on the importance of a) Twitter and/or b) customer engagement as a whole:

A sampling of major brands with a presence on Twitter:

Whole Foods

Starbucks

The North Face

IKEA (Not actually an IKEA-managed account. Evidently, this little project is 100% fan-created. Even more impressive on so many levels!)

Jet Blue

The Wall Street Journal

Trader Joe’s

Ford (Ironically, Ford is also in the highjacked category. Look for the “*”)

Correction: Ford’s Scott Monty explains how Ford is getting into the Twittersphere a little more formally in the comment section.

Triathlete Magazine

Fast Company

CNN

Dunkin Donuts

Zappos

The Home Depot

Kodak (Just added. @Kodak looks like it is occupied by a squatter but @kodakCB is live and rocking it. Also browse the comments section for more Kodak execs’ Twitter info. Thanks, Jenny!)

Southwest Airlines (Just added.)

WOMMA (also just added.)

Hertz (also just added.) This is not Hertz’ main brand connector though, but its new ‘Connect’ service. Pretty cool concept.

Microsoft’s Windows Mobile team in the US and in Australia, for starters.

Baskin Robbins (late add as well.)

GM Trucks (Brand new. Still has that new truck smell.)

Molson (the beer) has a whole team of Tweets: @Moffat, @MolsonFerg, @toniahammer, @molsonbryan.

These are the companies that get it. They tend to fall into two categories: The first (Whole Foods, IKEA, Jet Blue) actually engage with their followers/customers/fans on a personal level. These companies use Twitter as a true social platform. They talk, their audience listens. The audience talks, they listen. It’s nice and it works.. The second category (CNN and WSJ) use Twitter purely as a broadcast channel. While purists will frown at broadcast strategies being used in social media, it works for these types of outlets. (One more channel is one more channel.) What might get missed via overflowing RSS readers might not via an active channel like Twitter.)

Take some time to monitor the flow of conversations happening at The North Face, Ikea and Jet Blue. This is the model most companies should hope to adopt.

A very small sampling of major brands with a footprint on Twitter but not much activity:

Harley Davidson

Apple’s iPhone

GU

Air Canada (just added)

West Jet (just added)

Zellers (just added)

At least, some brands appear to see the value of claiming their Twitter footprint, even if they haven’t quite figured out what to do with Twitter yet. Not great, but still way ahead of the curve. You have to start somewhere.

Major Brands which, strangely, have yet to hop on the Twitter Train:

And now, the really scary part of this post. Below is a sampling of major brands with no active presence on twitter (or at least none that I could find as of Dec 14, 2008):

Coca Cola

Pepsi

NBC

Colgate

Chevrolet

Gatorade

Visa

Mastercard

Sears

3M

Kodak (See the ‘good’ list above for Kodak’s real Twitter info.)

Home Depot
Update: My bad – The Home Depot actually has a presence on Twitter. Look for them in the “good section of this post (above). 😉

Mitsubishi

Toyota

Audi

Microsoft (though some teams dohave twitter accounts – see “good” group above)

Lysol

Windex (Come on!!! No Windex? Didn’t you guys see “My Big Fat Greek Wedding?”)

Verizon

Jeep

Kenneth Cole

Adidas

Budweiser

Jiffy Lube

Crocs

Land-Rover

How many millions, tens of millions, hundreds of millions of dollars spent on marketing and advertising, on pull and push strategies, on websites and microsites and blogs, on promotions and coupons and direct marketing, on sports sponsorships, on the brightest and the best marketing minds money can buy, only to completely ignore Twitter? Really? What happened to customer engagement? What happened to connecting with your audience? What happened to Word of Mouth? What happened to common sense? You mean to tell me that no one at any of these companies thought it would be wise to at least take a look at Twitter? To – perhaps at the very least – claim their brand footprint and establish an official presence, if only to make sure that no one else will usurp their brand?

Speaking of which, below is a sampling of major brands whose Twitter footprints have already been hijacked (voluntarily or not) by individuals or companies which have nothing to do with them. This is a total and utter brand management FAIL. Disney, instead hiring an online community manager tasked with creating a Twitter presence for fans of its parks, cruises and other properties allowed an enterprising young lady by the name of Cheri Thomas to use the Twitter handle @disney to promote her website: cheridreams.com. (Great for Cheri, but not so great for the entertainment giant.) How things like this happen is beyond me. Some of the examples on this list are more entertaining than others:

Disney

Nike

Snickers

Sharpie

Levi’s

Crayola

Tropicana

Nivea

Hummer

Ford* (http://www.twitter.com/ford is obviously not Ford. Curious since @ScottMonty, head of Ford Social Media is one of the most followed accounts on Twitter. Oversight?) As mentioned above, check out the comment section for an update from Ford’s Scott Monty. Good stuff.

McDonald’s

Burger King

Evian

Casio

Wal-Mart

Kmart

Staples

American Express/Amex

Mattel

Nikon

Yamaha

Reebok

sony

DKNY

Nokia

Doritos

Vicks

Ironman (Triathlon)

All of these brands have had their name taken over by a person or other company on Twitter. Most probably don’t even realize it. Those that do probably have their lawyers scratching their heads trying to figure out how to deal with the problem, which probably won’t be cheap to resolve – and in turn won’t give these companies much incentive to enter the Twittersphere. Well played.

The damage being done to brands on Twitter via these “hijackings” may not ever overshadow the breadth of missed opportunities, but either way, being an absentee brand landlord on a wildly popular and exploding community platform like Twitter doesn’t look very good. “Asleep at the wheel” is the image that comes to mind, and that, my friends, is not the type of reputation I would like to build for myself as a brand manager.

Is it truly so difficult for major brands afford to pay at least one person to manage their digital presence? A community manager? An “online” community manager, even? A head of social media of some sort? If my realtor thought to do it, why not Pepsi? If the church down the street thought to do it, why not Nike? If my local news channel thought to do it, why not Nikon, Nokia or Canon?

The questions that I leave for all of you to ponder – and hopefully answer here today – are where do we go from here? How do we help major brands get into social media properly, meaning in a way that benefits us all (them and us alike)? And ultimately, should we even try? Many of us tend to focus on smaller, savvier, hungrier emerging brands because they move faster and truly embrace the potential of social media. If major brands can’t figure out for themselves that they should get into the game, is our time really best spent trying to talk them into it?

What do you think?

Have a great Monday, everyone. 🙂

Update: Check out this fantastic post by Erik Heels which outlines the problem of cybersquatting as it relates to Twitter, and also provides a further list of which of the world’s Top 100 brands are on Twitter as of 8 January 2009 (or rather which 93 haven’t yet caught on). Click here for the post.

Update: Check out this post outlining the same problem in Australia: Click here.

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Before you get all wrapped up in social media strategy talk, stop what you’re doing and take a deep breath. That’s right. Chill. SocMed will still be there when you’re done with our little minute of zen. Go ahead. Close your eyes. Breathe. Breathe deeper. Let the air fillllllll your lungs. Yesssss. Good. Now let it out slowly. Rock on. Do this for as long as you like, then read on.

First, let me just state the obvious: You’re probably over-thinking this whole social media thing. If you’ve hired an “expert” social media consultant, chances are that he or she is making a big deal out of what should otherwise be a very simple thing. (So simple that most American teenagers are at the wheel of personal social media portfolios that would make most Fortune 100 companies grit their teeth with envy. More on that in Monday’s juicy follow-up post.)

Don’t fall for the hype and the weird lingo and the hip factor. You are getting waaaaay ahead of yourself already, and that is completely unnecessary. Relax. Social media is simple. You just need to slow things down a little. Take a step back. Don’t think of it as something new. Don’t think of it in terms of Twitter and Facebook and Plurk. Don’t confuse tools with strategy. Don’t confuse objectives with human connections. Don’t confuse tactics with simple dialogue.

That’s right, breathe.

Before you start posting on Twitter, before you start creating online communities on Ning and building fan pages on Facebook, go back to the basics. Understand who you are as a company. As a brand. As a collection of people united by a common cause. Understand what you stand for, and stand for it. Loudly. THAT is the essence of a brand. YOUR brand. Some might call it “the elevator pitch.” That 30-second explanation of who you are. Nike. Apple. Volkswagen. Whole Foods. You.

“We make the fastest, baddest, loudest motorcycles in the world.”

“We have the best coffee on the East Coast AND we donate 100% of our post-tax profits to charity.”

“We make dictionaries for the blind.”

“We’re the best design firm in history.”

Reconnect with yourself before you even try to reconnect with your audience. Reconnect with your employees. With your staff. Articulate your sense of purpose clearly. Get them onboard. Get them jazzed about what you – what they – stand for. (Hint: Find something more relevant and engaging than your promises to Wall Street or your tired old mission statement.) Make something happen. Create an internal movement. A cause your staff can rally behind.

Then, in everything you do, from website design and press releases to product launches customer service training, take a page from Tom Asacker‘s book of wisdom:

Be passionate about your story.

Be obsessed with the details.

Experience the real world of your audience.

And make a difference in people’s lives.

William James wrote:

I am done with great things and big plans, great institutions and big successes. I am for those tiny, invisible loving human forces that work from individual to individual, creeping through the crannies of the world like so many rootlets, or the capillary oozing water, yet which, if given time, will rend the hardest monuments of human pride.

This is the process that will prepare you for the world of social media. Meetings in board rooms with social media “experts” won’t alone do it. Droning conference calls with consultants won’t either. Hiring the COO’s nephew to create a blog and post stuff to Twitter also won’t get you very far if you aren’t truly ready.

Before you even come knocking on social media’s doorstep, you need to have your house in order and your head on straight. You need to come prepared. Your identity has to be crystal clear to you and everyone around you. Your objectives have to be clear. Your business processes have to be in synch with the vision you have for yourself. Once you’ve reached this point, then and only then are you ready to effectively tackle a social media strategy.

Wal-Mart founder Sam Walton used to say, “Whenever you get confused, go to the store. The customer has all the answers.” Like most guys of his generation, Sam understood that common sense trumped almost everything else in business. All the fancy tools and the technology and the fads. All noise if you aren’t grounded in reality. If you can’t focus on what matters: relationships.

How many CEOs and other business leaders today actually spend time personally listening to their customers? (Isn’t it much easier to pay market research firms instead? They’ll do phone and email surveys and whatnot. They’ll set up elaborate focus groups. They’ll hand you a 40-page report! Yay!)  Fact: The more layers you put between users/customers and a company’s leadership, the more detached decision-makers are from the insights they need to make good business decisions… and the worse their companies perform. Look at Wall Street. Look at Detroit. Look at the businesses across the street.

Another thing to consider: More often than not, market research firms end up asking the same wrong questions to an increasingly jaded audience. Talk about laws of diminishing returns.

The reality of today’s world/marketplace is this: Your questions are irrelevant. Your questionnaire’s format is irrelevant. Your canned dialogue isn’t sticking. As a result, your market research metrics are wrong. You are making decisions based on irrelevant data and erroneous assumptions.

Sam Walton had the right idea: Just go to the store. Watch your customers. Listen to them. Mingle with them. Chat them up. Before you know it, they’ll open up. They’ll tell you everything you want to know. You won’t even have to cook up questions for them. By virtue of being there, inside their own brand experience with them, what needs to be done next will naturally come to you.

If you want to physically do this, bravo. Leave the suit and the ass-kissers at the office, throw on some jeans, and go mingle. It will pay off, I promise.

If you can’t (too many things on your plate) then consider social media as the next best option. (Even if you can, SocMed strategies can help you be in more than one place at once, so use them.) Should you start a blog? Maybe. Maybe not. It depends on who you have onboard who can really drive that project, what you want to accomplish, how open you are willing to be, etc. Over 80% of the public has a negative opinion of corporate blogs, so you may be better off not having one at all than having a bad one. (If you want a blog, you have to commit to being one of the rare companies who does blogging right.)  With or without a blog, should you have someone monitor what is being said about your company on other blogs? Absolutely. This is probably the most important element of social media: Listening.  Before you start talking, before you start responding or having conversations, LISTEN.  (It isn’t spying, don’t worry.) Find out what people are saying an writing about you. Find out what you are doing well, and not so well. SEARCH is your friend, so use it. Start taking notes. Learn how to truly see your company through the public’s eye, without the filter of a firm or agency whose retainer depends on not upsetting you, no matter what they find out.

Once you’re ready to engage the public, your public, then start getting involved with platforms like Ning, Twitter, Facebook, etc. If you find that communities have already formed around your brand, introduce yourself to them and offer to give them support. DO NOT SUE THEM for using your logo without permission (as Ford tried to do this month), and don’t ever interfere with their affairs. Be polite. Be responsive. Be friendly. Be respectful. Be helpful. Always. No exceptions.

Understanding what Social Media tools and platforms to use and how is important, don’t get me wrong, but don’t put all of your focus into the vehicle without first understanding both the road and the destination – if indeed there is a destination, as you may find yourself on a very long and fascinating journey once you get behind the wheel.

Social Media involvement, in a nutshell, can and should be seen simply as an extension of your relationship with your customers and the public at large. Either you want true engagement or you don’t. If you don’t, then ignore this post and go back to doing what you have been doing for the last decade. If it works for you, great.  If you do, however, if you crave that feedback, that flux, that love, that relationship, then welcome to a whole new era of communications, collaboration, public relations and brand relevance.

Do the inner work first though. Read this post again if you need to. And if you have any comments or questions, as usual, you can either drop me a note in the comment section or reach me directly via email, Twitter, facebook or whatever other means of communications are at your disposal. (I still remember some Morse code.)

Have a great weekend, everyone. And seriously… Relax! 😀

Photo by Christopher Wray-McCann

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How smart businesses are learning to combine “traditional” media and new “social” Media Channels to grow their brands:

Interesting slideshow from Austrian-based Knallgrau in which the company outlines some of the social media strategies and tactics they used in helping BMW seed interest in new X1 concept and promote its launch. Not entirely crystal clear (not bad for non-native English speakers though) but still pretty helpful in outlining how to incorporate new media channels into a complete 360 communications plan – especially if you are still new to social media/new media. Essentially, here’s how to break it all down:

Traditional media channels: The first three bars on the graph (left to right). Television, Print and Radio. Some basic attributes:

  • High costs
  • Closed (Monologue)
  • Emphasis on quantity instead of quality in intended audience (reach-to-transaction conversion is <10%)

Social media channels: The long tail of the reach & depth curve, including Search, Blogs, Podcasts, YouTube, wikis, Twitter, Facebook, virtual worlds (like Second Life and even World of Warcraft), active communities and networks, etc. Note that new media channels are getting thicker (much broader reach) and also more more specific (deeper and well defined) – both good things if you care about who your target audience is. Basic attributes:

  • Fractional costs
  • Open (two-way conversation/dialogue)
  • Emphasis on quality AND quantity (reach-to-transaction conversion >10%)

It is important to note that new media/social media channels are not intended to replace traditional media channels. If anyone tells you that traditional media is dead, they’re hacks. Don’t listen to them. The reality of media channels is simple: All channels have value, all channels address specific needs, and all channels need to be used intelligently in order to get the best possible results. Turning your back on any channel for any reason is basically turning your back on an opportunity to grow your business. It’s just silly. Truth: If a channel hasn’t worked for you in the past, it probably isn’t the channel’s fault. It just means that you haven’t yet found a way to make it work for you and your business. There’s an easy fix to that: Try again… and ask for expert help if you have to.

Whether you are developing your own media strategy internally or looking to hire a social media consultant to help you tackle this new marketing toolkit, remember to always look for a healthy balance in all things: Don’t put all of your eggs in one basket (traditional media or social media). If there is one concept that you need to take away from Knallgrau’s presentation, it is the concept of “seeding”, which is purely a breadth strategy: In order to maximize your reach (or even understand what channels work best for your company), you need to seed your brand across as many channels as possible. If you can take a step back for a second and look at every channel as an investment (which it is), what you have to do is use simple logic: Don’t put all of your eggs in just two or three baskets, especially when you know that the price of entry is high, and the dividends aren’t all that stellar. The smart strategy is simply to diversify your marketing channels portfolio.

Once you’ve identified which channels seem to be catching on (getting some sort of positive and quantifiable result), THEN start working on depth within those channels.

This takes a little bit of THINKING when it comes to mapping out how these channels will work for you. Hire someone who can help you make sense of this if you need to, but be cautious: With “social media” being the hottest marketing keyword right now, self-professed “social media experts” are popping up like a bad case of teenage acne. Unfortunately, most of them are anything but.

Nb: My bit of good karma for the day: If you are looking for a solid social media consultant/practitioner either in your area or your industry, shoot me an email and I will help you connect with the right person or company. The list of real practitioners is still pretty short, so it shouldn’t be too difficult to get you properly hooked up. My email: olivier@f360photo.com

Making it all work: Traditional Media and Social Media require different languages and mindsets.

While we’re on the subject of keeping the hacks away, it is very important for me to point out that the type of communication between companies and customers (or rather brands and people… and more people… and even more people), that takes place across new media channels is fundamentally different from the type of communication that occurs within traditional media channels. In the latter, messaging is king, and messaging is essentially a monologue. Conversely, the type of communication that takes place across social media is instead a dialogue. A conversation. The two require distinctively different approaches, and therefore two completely different mindsets. The danger in relying on self-proclaimed “social media experts” is that most come in two very distinct and equally ineffective forms:

  1. The ad/PR agency who has finally hopped on the bandwagon about a year or so ago because everyone else was adding “social media” to their list of services. This breed will typically charge you hefty fees to set up a blog, create a community site or two, maybe even use Twitter as a means to send out press releases, but then nothing will come of it. They will get you into the right channels, but then use them the only way they know how, which is to treat them like traditional media channels. The result: Zero impact. Not only will you will have wasted valuable time and money on a poorly executed plan, you will also walk away convinced that social media is a worthless fad. This happens A LOT. It’s pretty much reached epidemic proportions right now. Way too many companies fall into this trap and I want to see it stop.
  2. The Social Media cultist who keeps proclaiming that traditional media is dead. (Not in the real world, it isn’t.) I fell for that line a few years back when I realized the cost-benefit of social media, but I’ve gained enough experience and insight since then to realize that we were a little premature in declaring advertising and PR dead. (Thank goodness too.) These guys might convince you not to spend one more penny on advertising or PR. They will quote a handful of great examples of very well known companies that have grown their brands without resorting to traditional media channels… but those are few and far between and probably don’t apply to you. Truth: The vast majority of businesses can’t survive on social media alone. Even Apple – arguably the most successful superlovebrand whose fans will line up for days to spend their mortgage payment on its latest i-gottahaveit bit of design genius – spends a small country’s GDP on advertising. Starbucks, which for years never bothered with any advertising whatsoever is spending money on billboards and TV ads now. In spite of what these folks will tell you, social media is not the second coming.

In either case, it isn’t that the professionals you are dealing with are dishonest or out to “get your money.” Not at all. Most of these folks are trying to make an honest buck and they do want to help you. It’s just that they don’t really know how because they only have a portion of the equation figured out. Unfortunately, without the whole thing, you’re kind of screwed. You could equate it to toeing the start line of a marathon with only one running shoe, or having only trained to run 13 miles instead of the full 26.2. Sure, you might survive, you might reach the finish line, but at what cost and in what shape? The objective here isn’t for you to survive and gut it out just to say you spent some time in the race. The objective is to get ahead. To win, even. You don’t stand a chance if you don’t really understand what you are getting yourself into right from the start.

Here’s a tip: True social media practitioners a) understand the value of both traditional and new media channels, b) know how to get the most out of both traditional and new media channels individually, and c) can help you blend traditional and new media channels in order to maximize results and achieve your business goals. In other words, look for someone who knows how to strike the right balance for you, and NOT someone who will steer you towards one extreme or the other.

Straight talk and common sense: What this discussion all boils down to.

Back to the point: If you own or manage a business, learning how to incorporate new media channels into your existing marketing strategy is absolutely vital to your business’ future.

Especially in this economy.

Having an intelligent, balanced and well executed growth strategy that leverages both traditional AND new media will save you money, improve your brand equity, grow your market share, boost customer loyalty and engagement, and provide you with countless opportunities to increase your overall sales numbers. Period.

All of this is actually pretty simple to incorporate into your business… as long as you have a trustworthy and knowledgeable friend on your side who can guide you through it.

If you commit to learning how to make your company or marketing department smarter and more efficient through a combination of old and new tools, surround yourself with the right people with the right mindset and experience, and truly commit to kicking some ass (in the right way), very good things will happen.

Trust me, just like every other company out there (big and small) that has figured this out already, your modest investment in expert assistance (either by partnering with an expert or adding one to your team) could pay off BIG in no time. The alternative is to do nothing, continue to invest in an incomplete marketing portfolio, and hope that business will magically get better. (Good luck with that!)

Shoot me an email, and I will hook you up.

Have a great Monday, everyone!

😉

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