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Archive for the ‘social network’ Category

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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tribes-cover

The value of communities to the well-being and growth of businesses and organizations which serve them became crystal clear to me again today. (Not that it wasn’t already clear, but it’s important to revisit this sort of thing with real life examples as often as possible.)

I was chatting with a group of very experienced entrepreneurs about business organizations and networks when it struck me: In the B2B world, doing your part to ensure that your business community is healthy, informed, well connected and engaged is probably the most important thing you can do to foster the type of environment most suitable to create net new clients.

This has traditionally been the role of Chambers of Commerce, but we are starting to see that Social Media are giving rise to new types of business communities (Or as Seth might call them, business tribes.) This isn’t to say that the Chamber of Commerce model is dead or dying – far from it – but it is important to note that the dynamics of how and why business communities come to be are changing.

Ten years ago, Chambers of Commerce, professional organizations and country clubs were pretty much the only real viable option for businesses when it came to joining and leveraging premier business networks. Today, through the advent of Social Media, individuals and businesses have the ability to a) create their own business networks and communities, b) do so on their own terms, and c) do it all for free.

How can Chambers of Commerce remain healthy and relevant in this new age? Simple: Reconnect with the communities they serve. Shed the “business club” image, let the networking become landscape rather than focus, and engage their communities in a way that will truly elevate them. This is clearly a ‘leadership through service’ type of mission as opposed to a “build it and they will come” vision. Some organizations are already there, but many still haven’t made that transition.

Remember that thing about leadership in action being an irresistible draw? This is what organizations need to tap into. Don’t worry so much about membership growth, “relevance” and networking. Just get out there and make something happen. Act as the catalyst and the connector. Leverage networks to recruit volunteers, not members, and help them connect through projects they can really sink their teeth into. The self-serving rewards will come, but only if you don’t make them your focus.

In order for a Chamber of Commerce membership to make sense, a member business should have to commit to actually paying something forward (and I don’t mean annual membership dues). Ask yourself this: As a business owner, what can you give back to the business community? How can you help? How can you establish yourself as a unique resource? Do you have a skill? A bucket of knowledge or insight? A gift for teaching or motivating? Then put it to good use: Start something. Get a few of your fellow business owners together and start a program to bring hope and ideas to troubled public schools (those with high dropout rates). Tell kids about your success story. Let them know that owning a business isn’t something that is limited to “rich people.” Inspire them. Plant seeds. Lift them up. Mentor them if they ask you to. As a business community organizer, ask yourself how you can create these types of opportunities and actually generate results you and your partners in crime can be proud of. There’s a start.

Community leadership begins with a) being a catalyst for growth opportunities and b) acting as a connector. Some business organizations do so better than others, but the mere fact that many Chambers of Commerce no longer play that role in their communities tells me that something is missing in their focus. Perhaps some Chambers are suffering from an identity crisis. Perhaps they have served larger businesses too long, or haven’t focused enough on involving younger entrepreneurs and business owners. Perhaps they have pigeon-holed themselves and don’t know how to return to their small business roots. Sometimes, when companies and organizations have been doing the same thing in the same way with the same people for a very long time, they can lose touch with the world outside their four walls. It might not seem that way from within, but when most of the community you serve can’t tell you with clarity or certainty what your company or organization does for them, trust me: You aren’t connecting.

And if you’re only touching 10% of the businesses or potential customers in your community, you aren’t connecting either. It’s time to make a change.

First: Tactics and tools:

Digital networking: Any organization that is in the community building business must know how to wield social media tools like a marketing ninja. Period. This isn’t up for debate. It isn’t enough to have a website and a newsletter. If you don’t have active FaceBook and Linked-In groups, you’re already falling behind. (Emphasis on “active.” Just having a group and doing nothing with it = zero impact.) If you don’t have a community space (check out Ning.com for a simple platform), you’re also missing the boat. If you also aren’t leveraging Twitter – or haven’t yet invited some of your leaders to contribute to a community/Chamber blog or online publication – I have to ask… how exactly are you engaging with your business community?

Physical networking (yeah, the old fashioned kind): Organize, sponsor, host and manage events, but gear them to benefit non-members as much as members. Radical idea? Not really: Connecting your members is a great idea, but sooner or later, your network becomes an echo chamber. What you need to do is reach out, not pull in. As with most organization with hefty membership fees, there seems to be a wall that goes up between members and non-members once money is exchanged. Whether real or perceived, that wall doesn’t do anyone any good. Tear it down. This isn’t to say that you shouldn’t continue to offer members-only events and perks, but in order to grow, you also have to increase your focus on true community involvement. That’s where the magic is. That’s where leadership happens. That’s where relevance is built.

Offer mentor programs and pair members with non-members. Partner with the best of the best in particular fields – accounting, law, HR, advertising, IT, professional services – and create mini conferences to help members and non-members alike come together and learn things they otherwise might not. Create a small business assistance program through which distressed small business owners can receive emergency advice from a group of experienced business leaders. Create groups for specific verticals and industries – retail, foodservice, law firms, freelancers, manufacturers, etc. The possibilities are endless. (And if you are already doing all of these things, go back to the digital networking section of this post and ask yourself how you can leverage social media to promote your events and activities. You probably aren’t doing enough there.

If you aren’t doing these things yet, or aren’t doing them well, you are being outpaced by much smaller, younger, savvier organizations, and your brain trust is being recruited away. Once the brain trust starts to go, so do relevance, value, and of course, membership.

Second: Mindset.

These lessons are relevant to individual businesses as well: Stop thinking about your market as a giant phone book, and stop thinking of sales as “sales.” Become a connector. Become a facilitator. Reach out to people and companies in need, and offer to help. Make things happen. (You know… like bridge the gap between idea and execution?) Surround yourself with the best people and businesses and help them get even better at what they do. Use every means at your disposal to strengthen your neighborhood, your community, your industry, and help them all move forward. There’s your value.

It may seem silly to some, but the idea of “paying it forward” has its place in the business world, especially during tough economic times. Not just as an exercise on in good karma or for the sake of doing good deeds, but in strengthening the foundations of the community without whose support your business will fail. Just by connecting the right people, you can plant the seeds of a relationship that will keep one, two, perhaps three businesses afloat for another year – which may be all they need to get cooking again. Most of my clients come from referrals. Many of my friends’ clients are referrals as well. Without our network, without the constant drive to connect good people to other good people, without a taste for helping each other out, none of us would be as successful as we have been. Fact: Business is about relationships. Just like Social Media. Just like Word of Mouth marketing. Just like building strong brands. All of these things are interconnected.

Once you understand the vital connection that exists between you and your community, this kind of stuff becomes crystal clear.

If you haven’t done so already, click on Seth’s presentation (above) and take a few minutes to take it all in. Understanding Tribes, absorbing it, even, may be the most important thing you’ll do all year. It may even be the one thing that will save your business in this challenging economy.

If you haven’t joined your local Chamber of Commerce lately, perhaps you should. Only this time around, instead of asking what your Chamber can do for you, ask… well, you know. 😉

Leadership starts with you. Bouncing back from the troubled economy starts with you. (If we’ve learned anything these last few weeks, it’s that it sure as hell won’t start with either Wall Street, Detroit or Washington.) It’s all in your hands now. Our hands. And you know what? That’s the best economic news I’ve heard all year!

Have a great Tuesday, everyone. 😉

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Roger Waters crowd

Pete Quily just saved me a few hours of work by publishing a fantastic Presidential Election/social media scorecard that outlines how the Obama campaign took advantage of social media and the internet to supercharge his grassroots movement all the way to victory. Remember the jokes about his having been a “community organizer?” It appears that the ability to create, organize and engage communities is a pretty useful skill after all. Combine it with social media, and you can work some serious magic – both in the political world AND the business world. If the Obama campaign’s success with social media strategies don’t convince CEOs and CMOs across the US that this “search”, Facebook and Twitter stuff is serious business, I don’t know what will.

Here are the numbers:

Barack Obama Vs. John McCain Search Engine and Social Media Showdown

Internet Presence
Barack Obama
John McCain
% Difference
Leading
Google Pagerank
8
8
0
Pages in Google’s Index
1,820,000
30,700
5828
Obama
Links to Website
in Yahoo – Pages
643,416
513,665
25
Obama
Links to Website
in Yahoo – Inlinks
255,334
165,296
54
Obama

Search Engine Results for Candidates Names in Quotes & Social Media Presence

Google
56,200,000
42,800,000
31
Obama
Google News
136,000
371,620
173
McCain
Google Blog
4,633,997
3,094,453
50
Obama
Technorati
412,219
313,497
31
Obama
WordPress.com
19,692
14,468
36
Obama
Google Image
24,200,000
8,620,000
181
Obama
Flickr
73,076
15,168
382
Obama
Flickr Photostream* 50,218 No Profile 50,218
Obama
Flickr Contacts* 7,148 No Profile 7,148
Obama
Google Video
136,000
89,800
51
Obama
Youtube
358,000
191,000
87
Obama
Youtube Videos Posted*
1,819
330
451
Obama
Youtube Subscribers*
117,873
none listed
117,873
Obama
Youtube Friends*
25,226
none listed
25,226
Obama
Facebook
567,000
18,700
2932
Obama
Facebook Supporters*
2,444,384
627,459
290
Obama
Facebook Wall Posts*
495,320
132,802
273
Obama
Facebook Notes*
1,669
125
1235
Obama
MySpace
859,000
319,000
169
Obama
MySpace Friends*
844,781
219,463
285
Obama
MySpace Comments*
147,630
none listed
147,630
Obama
Twitter
506,000
44,800
1129
Obama
Twitter Followers*
121,314
4,911
2470
Obama
Twitter Updates*
262
25
1048
Obama
Friend Feed
34,300
27,400
25
Obama

The statistic that should sum it all up: John McCain’s social network page has only 3 suggested sites, Obama’s suggests 16. One side understood how to seed social media channels to foster grass roots movements while the other had absolutely no idea what to do with social media beyond the obvious (using YouTube as a broadcast channel, and probing the value of Facebook/MySpace communities).

The Twitter Factor

Take a look at the Twitter numbers (in blue): Only 25 updates for @JohnMcCain vs. 262 updates for @BarackObama.

Less than 5,000 followers for John McCain vs. 121,300 followers for Barack Obama.

Boiled down to the basics: 10x more updates for Obama = almost 25x more followers for Obama.

Note: John McCain’s social networking site sadly makes zero reference to Twitter. Missed opportunity? Probably: One of the most notable effects of the McCain campaigns lack of focus on Twitter was obvious during the final few weeks of the campaign: A significant pro-Obama bias which left many McCain supporters alienated on the exploding live micro-blogging service. Instead of feeding John McCain’s social-media savvy army of supporters on Twitter, his campaign left them with little to do but huddle together and stand fast against a deluge of pro-Obama chatter. Imagine what YOU could do with 5,000 organized followers/customer/fans rooting for you on Twitter. Not understanding the value of these channels most certainly cost the McCain campaign dearly in the final weeks of leading to the Nov. 4 elections.

Why should anyone care about Twitter? One word: Numbers. According to stats provided by compete.com last month, Twitter’s year-over-year growth clocked at 573% in September 2008 vs. Facebook’s very respectable 84% YoY growth and MySpace’s negative 15% YoY growth. (Yep, MySpace’s unique visits are apparently shrinking.) Twitter’s growth is staggering.

At this rate, it may take less than 3 years for Twitter’s estimated 2.5 million* visitors to reach Facebook’s current 100 million* mark. When you consider that presidential elections can be won or lost by just a few thousand votes, it doesn’t take a social media expert to understand the extent to which Twitter WILL play a vital role in the 2012 presidential race.

* Worldwide numbers. Not US numbers. It is estimated that approximately 40% of Twitter users are in the United States.

Below: Twitter demographics (usage by age and gender). If you’re a student looking for a cool project involving social media, overlay this data with voter demographics and see what you find out.

2510539719_6e0af78a8a

To understand the full extent of the Obama campaign’s digital and social media strategies in these historic elections click here: Blue State Digital’s case study on the Obama online campaign is pretty comprehensive. (Political science, communications and marketing students will be studying this for years to come.)

Read Pete’s full post here. Great stuff.

Have a great Friday, everyone! 🙂

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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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UK-based cScape has just released the results of their 2008 online customer engagement survey. Fantastic data and insight from people who obviously know what they are talking about.

Per Richard Sedley, director of cScape’s Customer Engagement Unit:

A starting point for any online customer engagement strategy is gathering data. It is crucial to find out what your customers do when they visit your site – and not base it on guesswork. So how do you know what to look for? The first step, before measurement and analysis, is to identify which data you can act on in a way that will actually benefit your customers and yourself.

Many businesses suffer from ‘metric paralysis’; they collect too much data which they just don’t have the time or know-how to learn from. While this mass of data can look impressive, it is hardly ever used effectively to improve the customer’s online experience, or overall business performance.

Metrics should be actionable. They should give you specific insights into your visitors’ behaviour so that you can take appropriate action based on that information. But even metrics that are actionable don’t do anything in and of themselves to improve a site. They simply bring out positive and negative indicators. To change things for the better requires an organisational structure whereby appropriate measures can be taken.

Even if you don’t have the time to read the entire thing, you will at least get some great insight from the many charts used to illustrate some of the study’s findings. Some examples:

Be sure to read and share this thorough, insightful and infinitely valuable report here. (Or click on the top image.)

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Via community Strategist Connie Bensen comes this great little list from Tish Grier that outlines the seven core traits of a great community manager:

  1. Commitment to “the cause”. It’s very important for your community manager to believe in your cause. Their communications need to be transparent & authentic. The job has many challenges so they need to inherently believe in their work & the brand.
  2. Love people. The position is about connecting & communicating. There is interaction with all types, so a community manager needs to enjoy it. (This is why it’s a great position under marketing).
  3. Must enjoy technology. It’s a web 2.0 job. Technology is changing quickly. The tools are constantly shifting & evolving. One has to thoroughly enjoy being immersed. And if your product/brand is technology oriented then it’s natural to be involved in product development & providing feedback.
  4. Must understand online culture. Did I mention this a web 2.0 job? Working online is a bit different than face-to-face. A person needs to maintain a sense of humor & not take things personally. Working online requires a level of perceptiveness so that you can interact with all types of people.
  5. Powers of Observation. I just mentioned being perceptive but it’s more than that. Providing feedback on trends, monitoring brand & being ever present require one to be ever watchful. As a metacustomer the community manager is the eyes & ears for the company – all teams – and responsible for providing feedback from the customers.
  6. Flexibility. Community work is 7 days a week. Checking in on my communities & responding to their needs isn’t a 9 – 5 job. (I do sleep though). But I’m cognizant of the time zones when I add people to teams. It’s nice to have people providing assistance from around the world (so I can sleep! 🙂 ).
  7. Life experience trumps youthful energy. Tish’s point is to not entrust this important job to an intern or someone who is a short-timer. The more life experiences a person has, the more they have to offer the community.

I like that “commitment to the cause” was #1 on the list. If I could add a few more, they would be:

8. Coupled with #2 (love of people) is the need to be a solid communicator. Even a great one. In any type of management – especially community management – understanding the value of communications (and being a natural communicator) can have a tremendous impact on the success of that community. (Note that the description of #2 is 100% about communication.)

9. Connectedness. Natural community managers tend to be active in a number of communities already. Look for a diverse socio-professional network on their LinkedIn and Myspace accounts. Also look for telltale signs that they are social media power-users (Blog activity, Twitter, Plurk, Seesmic, etc.) The ability to mesh social media tools with their propensity to be an active member within their chosen communities is a sign of good things to come. Also in the connectedness vein, great community managers tend to be natural connectors: They see the synergies between communities, organizations and individuals. They are often the folks who will provide the types of introductions that will strengthen bonds within communities and organically recruit new members.

Also picked up from Tish’s original piece:

“Your potential community manager should be open, congenial, and can handle difficult situations with tact and diplomacy (not like a cop or Marine sergeant).”

“Don’t confuse liking technology with loving it beyond everything else.”

Remember (per Tish) that “a lot will be riding on this person – more so than which tools are used. Your community manager should understand people well and be good at creating and maintaining relationships and ability to create relationships, regardless of which tools are available.”

With so many companies turning to user/customer community engagement to strengthen their brands, this little primer is worth its weight in gold.

Incidentally, Connie will be speaking at the Social Media Strategies Conference in San Francisco (October 29-30) with fellow Marketing 2.0 contributor and social media expert Francois Gossieaux, Jive Software CMO Sam Lawrence, and a very solid panel of other (hopefully) familiar names. Check your calendars.

Cheers.

Image source: TID

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That the always brilliant David Armano recently wrote yet another thought provoking post on his Logic + Emotion blog isn’t exactly front page news. He has a habit of doing so pretty much weekly… but what is particularly cool about this post is the fact that one of his graphic looks identical to a community engagement model I sketched out almost a year ago for some colleagues (who, back then, looked at me like I was speaking Chinese).

Check this out:

The first graphic shows a typical brand-as-a-broadcaster model, in which a company essentially fashions a messaging strategy and then uses various channels to broadcast it down to its buckets of potential customers and existing users (market segments or the more cynically named demos).

Note how the second graphic takes a much more organic, communal, non-directional approach to customer/user community engagement. In this model, the brand isn’t an external entity connect with individuals and communities through rigid vertical channels. In this model, the brand exists in conjunction with the communities. It’s hard to see where the brand ends and the communities begin. Marketing communications cease to exist as a product to be distributed, and become instead a living, breathing dialogue. This is exactly the model of community engagement that I sketched out, right down to the influencer/friends tags (though Dave’s version is much prettier than my improvised chicken-scratch). This is the community engagement model for brands whose products are important enough to scale in this way AND create users so passionate that they would give up valuable time to be active in these communities. Examples: World of Warcraft, Harley Davidson, the Microsoft Partner Community, Fiskateers, Comicon, Star Trek, BMW, WOMMA and the New York Yankees, for starters.

Note: Best in class companies typically manage to juggle both models simultaneously. Ideally, you should strive towards that balance as well.

Good to see Dave Armano come to the same conclusions I have. (I feel 100% validated right now, and I like it.)

Nb: Community engagement and brand building aside, it isn’t every day that I run into a graphic that is so precisely like mine that it makes my jaw drop. If we were talking about prehistoric cave paintings instead of marketing sketches, anthropologists would have a serious mystery on their hands. But this being the internet age, I’ll just chalk it up to Dave and I being in synch about a topic we both write (and sketch) about a lot. Still, I think it’s pretty cool that without having ever met, Dave and I have managed to tap into the exact same visual interpretation of two different concepts born of a single root idea.

Check out Dave’s otherwise not-weird-at-all post here.

Have a great, completely normal Tuesday!

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The question came up recently (no, not in regards to me): How does one use social networking tools to find the next great job? Well, there is no simple answer. Truth be told, just being on LinkedIn, Facebook, Myspace and having a blog won’t land you that Creative Director or Marketing VP job. You’re going to have to work at it a little harder than that. BUT, leveraging social networking tools to your advantage can give you a bit of an extra boost in some circles – over time. ZDnet’s Jennifer Leggio points us to a quick primer this week on that very topic. As guest contributor Mike Murray explains:

Social networking sites provide an incredible opportunity to make radical changes in your career. But those changes aren’t necessarily going to be good ones unless you do it right. Ultimately, social networking tools are much like a race car — they help a good driver become a great one, and they help a bad driver become a pile of twisted, smoking metal up against a concrete wall.

The main thing that a social networking site can help you with is the concept of your “personal brand” — that is, the sites can be used as tools to allow you to become known within a target audience of people. Used well, you can turn yourself in to an expert among experts. Used poorly, you can easily turn yourself into that guy with the 55 pictures of himself drunk and passed out on the floor of your college fraternity house. Caveat emptor.

Fortunately, Mike has some experience with this (the topic… not the frat house incident thing), and he has these nuggets of genius to share:

1. Niche-ify

As I mentioned earlier, social networking tools give you the opportunity to brand yourself — to become known. This means that you have to decide what you’re going to be known FOR.

And, lest you think that you can just drift along, it’s like the sage old Rush song lyric says: “If you choose not to decide, you still have made a choice.”

The first rule in marketing (and, truly, this is a form of marketing yourself) is to choose your niche. Choose what your product (in this case, you) will be known for. Are you going to be the girl who is always there when people need help? The social networking expert? The nuclear physicist who dabbles in playing the piano? […] Pick a niche that you can become known for, and anybody who is looking for someone to do a job in that niche will naturally find you.

2. Cool Friends = Cool You

That maxim comes from Tom Peters and it rings more true to me with each person whose career I observe — we get our best career opportunities through the people that we know. If those people are amazingly cool and are doing cool work, cool opportunities come to us. If those people aren’t so cool, or are spending all day sitting around the house… well, you know where you’re going to end up.

Studies repeatedly bear this out. Studies show that our income is likely to be within 10 percent of our five closest friends. That our weight is likely to be near that of the people closest to us.

This is where social networking gives an incredible opportunity. Through tools like Twitter and LinkedIn, you can follow, talk with, and ultimately get to know people who you deem as cool. Interested in getting to know social networking experts (like Jennifer)? Follow them on Twitter. Say something interesting in response to one of her comments. And make a new friend.

This is an opportunity that those 15 years ago simply didn’t have. Sure, you could sit down and write a letter to someone you admired… but it wasn’t quite as easy as sending them a message on Facebook.

3. Stay On Message

This is an area where politicians are far better than the average person — it’s one of the things that allows them to get their messages across so effectively and make their messages part of the common cultural lexicon. (For example, even now if someone says “flip-flop” to me, John Kerry comes to mind). If you’re a fan of the “Daily Show”, you’ve seen the compilations where all of the different politicians use the same words and phrases on every TV show and speaking appearance over the course of a few weeks.

Once you have your niche and network of cool friends, staying on message to reiterate your expertise within your niche is important. Unfortunately, this is where most people don’t use their social networking tools effectively to enhance their careers. Even if you get the first two pieces right, it’s easy to start treating Facebook and Twitter like a personal journal.

I’d start giving my own thoughts here, but the best thinking I’ve seen on this matter comes from Tim Ferriss (author of “The Four-Hour Workweek”):

“Use Twitter as a “micro-blogging” platform, exactly how it’s most often described. Just as I wouldn’t put up a blog post that reads “just ate a burrito. Mmmm… good,” as it consumes readers valuable attention without adding value, I wouldn’t put up such a post on Twitter.”

The point here is that these are tools for enhancing your career: use them that way. Keep your messages tailored to your audience, and make sure that they’re helping you be known for what you want to be known for.

Wise, wise advice. (Note to self: No more burrito-themed micro-blogging posts. Got it.) ;D

Read the entire piece here.

Also check out this post on The Social Media Marketing blog. It takes the concept of personal branding several steps further, with helpful references to Haji Flemings‘ “Brand YU” method of building a personal brand, namely:

  1. Identify your passion
  2. Define your mission
  3. Count the cost
  4. Create your voice
  5. Develop your core
  6. Be authentic
  7. Shift to now

Check out Haji’s website for more info about his method, his book, or his upcoming brand camp.

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“Over 50% of consumers want greener, more natural housing cleaners, but only 5% actually purchase this category of product.”

– Jennifer Van der Meer –Former Wall Street Analyst, green activist and innovation strategist.

Fantastic piece on Core77 by Jennifer Van der Meer on the convergence of design, (customer) movements, product adoption and innovation against the backdrop of “green” product growth.

Here are some tidbits:

Recently, I was invited to participate as a Speaker at the Greener by Design conference in Alexandria, VA, with innovation culture and systems guru, Robert Shelton. Our talk focused on the encouraging shift towards more open models of innovation, where knowledge is shared both inside and outside a company’s walls to solve for the complex and daunting challenges that we face. This praise for the widening of knowledge networks emerged as a theme in many different conversations throughout the rest of the conference. More and more companies have begun to shift sustainability from public relations statements and corporate social responsibility promises to actual product development and marketing activity–a way to create real value. Facing up to climate change will require a major redesign in the way we bring things to market.

The caveat? Over 50% of consumers want greener, more natural housing cleaners, but only 5% actually purchase this category of product: consumers do not want tradeoffs. Clorox’s Green Works is one company that embraced this gap. How did the Green Works team aim to get past the 5%? When choosing household cleaners, green-leaning consumers are looking for proven efficacy, broad availability, comparable price, and a brand they know and trust. They’re not willing to settle for a product that performs less than a more eco-unfriendly alternative. Clorox Green Works accepted these constraints and delivered a natural product that passed blind performance tests–in partnership with the Sierra Club. Despite initial external skepticism that a brand like Clorox could succeed with a natural product offering, the good word got out and sales results have “far exceeded expectations,” according to Kohler.

The “no tradeoffs, no compromise” approach has served as a mantra in many companies and across industries when challenged with comprehensive green innovation. But there’s something missing in this stark consumer win-it-all equation: Consumers are not part of the conversation and they know it.

I have spent a good deal of time sitting down with these emerging green consumers and many themes come into to focus. When asked to take the time to give their real opinion about their lifestyle, they reveal an untapped desire to participate in the process to be more than just a stat about consumption and purchase behavior. When you move the conversation beyond price and performance benefits to engage people in the challenge of designing a green future, they want to do so much more than just vote with their wallet.

Unleashing the Innovator in Everyone
In fact, I found that once on the topic I could not get these consumers to stop thinking about innovation and the role they should play in the design process. One-on-one interviews, blog studies, and focus groups all inevitably turn into green therapy sessions. People wanted to dissect how they chose to eat their food, build their home, rely on transportation, raise their children, and create meaning in their lives. When the conversation shifted to how we could live more sustainably, the real ideas would begin to flow.

While it was personally gratifying to be a part of these discussions, I found that my role as a strategist and researcher had major limitations. It was costly to send someone like me around the world, burning jet fuel, to have deep conversations only to fold these insights into traditional briefs on brand and product development. At the same time, every industry started getting green religion and claiming a green message. But the old compartmentalize structure was still in place, which resulted in confusion all along the chain, the initial pleasure and fascination with the complexity of the problem devolved into fatigue amongst the newly green converts at the consumer and corporate level.

The roles of designers, product development specialists, and marketers should never have been as segmented and will never be again. Participation is the key to innovation…

I realized that the nature of this challenge requires constant, ongoing conversation between all the elements. Even a successful human-centered approach to the fuzzy front end completely drops off when we hit the conveyor belt process for product development. Ideas once sensibly vetted are suddenly forced to move lock step through the phases required for launch, and often get watered down in the process. This is in fact where the activity of greenwashing occurs–good intentions turn into skepticism, compromises, and incidental innovation. How do we create a system that provides more interaction, iteration and a feedback loop?

Read the rest of Jennifer’s piece here. It’s well worth the detour.

Have a great Monday everyone. 😉

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Beeline Labs, Deloitte LLC and The Society For New Communications Research recently partnered to conduct a first-of-its-kind study of how more than 140 organizations are employing online communities dubbed “Tribalization Of Business.”

Francois Gossieaux (Marketing 2.0 and Beeline Labs honcho) sent me this pretty killer summary of the report last week, and I am just now getting to it. Fantastic stats and insights for any company, large or small, looking to incorporate community interactions into their business model. (Customer communities, user communities, thought leadership communities, etc.) You really owe it to yourself to click on the links and read up on this. It won’t take a lot of your time, and you will learn some pretty interesting (dare I say actionable ?) stuff in the process.

The report and summary also include some pretty killer best practices, so take note.

The summary: http://www.beelinelabs.com/files/TribalizationStudyrelease.pdf

The Tribalization report’s web page: http://www.beelinelabs.com/tribalization/

Additional reading:

Have a great Tuesday, everyone!

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Incredible post about the power of social media over on loic lemeur’s blog.

Using the very tools that his latest startup is trying to bring to the forefront of social media evolution with Seesmic, Loic talks about how he seredipidously connected with and eventually partnered with Pierre Omidyar (Omidyar Partners) and Eric Archambeau of (Wellington Partners). Watch the video and give some thought to the possibilities in your world: Connecting with potential partners, clients, talent, venture capitalists… The sky is the limit.

Adhering to the “traditional” ways of doing business isn’t bad, but look at what can happen when you step out of your comfort zone and carve your own path.

Fortune rewards the bold.

And the clever.

And the early adopter with a sense of purpose.

Much of your success usually depends on your ability to connect with people that you really should be working with.

If you’re still trying to understand the ROI of creating a blog for your business… you probably need to seriously up your game.

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From Francois Gossieaux’s brilliant Emergence Marketing blog this week:

Reveries.com conducted a survey on the potential of social networking sites like Facebook, LinkedIn and Myspace as media for marketing activities (pdf download of survey summary results and analysis are here). The main finding seems to be that marketers are in the very early stages of truly understanding the potential of these new networks – with only 18% of the respondents calling the potential of online social networks as a medium for marketing “huge”.

Other interesting tidbits from the survey include the fact that marketers see “word of mouth” as the most promising aspect of social networking sites, and that many pointed out that marketers should participate in the conversations that take place on those sites without interrupting them.

Unfortunately, the reality is that many spammers have already invaded Facebook, Myspace and other similar sites. Go check the walls of the most popular interest groups in Facebook to see for yourself – many are littered with posts that are total sales pitches or with information that is totally irrelevant to the group’s conversation.

Speaking of Word-of-Mouth, EM has an interesting post on the subject as well:

The latest issue of the Harvard Business Review has an article on how to calculate the value of customer referrals (article not online yet).

They conducted two studies – one in telecom and one in financial services. Some interesting findings from those calculations include:

  • People refer way less than they say they do
  • The customer referral value is higher than the customer life-cycle value
  • The people with the highest customer life-cycle value are not the ones with the highest referral value
The importance of these findings are twofold. First you need to segment your customers along the customer life-cycle value axis, but also along the customer referral value axis. That will enable you to target your incentives to groups to either increase their usage or increase their referrals, or both. Second, this research shows that customers will low customer life-cycle value can in fact have a higher value to your company through referral value than those with high customer life-cycle value.

Read more stuff from Francois here.

Good stuff to chew on. Have a great Tuesday, everyone. 🙂

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