Posts tagged ‘Social Media’

January 25th, 2010

Series: From Social Media to Social Business: 4) ROI and Social Media

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By Christopher Carfi, entrepreneur and CEO of Cerado, Inc

What are the ROI and other metrics organizations should be putting in place to address social business activities?

We’ve seen organizations that seem to believe that they can simply sprinkle magic social faerie dust on their existing business efforts.  “We need to be doing things on Twitter!  And Facebook!  And FriendFeed! And Flickr! And YouTube!  And…”

And…hold on a second.  (And, most importantly, please do not start the conversation by putting up a slide that looks like someone simply pulled together every logo that’s appeared in the context of Web 2.0 over the past two years, and claim that as a “Social Media Strategy.”)

The thing that seems to tether the conversation to reality is the conversation around metrics.  Metrics are how we tie the “why” of social to the business.  Social efforts must support both business goals and the goals of the individuals in the community (whether those individuals are internal resources or customers and prospects themselves).

There are three reasons for this thinking:

  • If the business goals around “social” are not defined, the community risks being feature-driven, and may suffer from chasing “the next big thing,” regardless of how “the next big thing” connects with the business itself.
  • If the community members themselves are not involved in the success-definition process, the community members may find the communications efforts irrelevant to their goals.
  • If the business goals are undefined, or if community members themselves are not involved in the creation of the community, the community’s risk of failure may grow substantially.

According to Joseph Cothrel (Cothrel, J. P., 2000, Measuring the Success of an Online Community. Strategies & Leadership, v. 20, no. 2, pp 17-21. MCB University Press), efforts of this type can be measured on three dimensions :

financial metrics

activity metrics

“other” metrics

1. Financial metrics are those metrics that can be connected directly to financial measures.  Examples of these metrics include sales, advertising performance, customer subscription renewals, cost savings in customer support, and other hard-dollar measurements.

Financial metrics, however, are not always easily calculated.

2. Activity metrics can be used to track other measurable items of interest to the organization.  Metrics such as web site visits, community size, frequency and volume of social contribution and the like can be used as a way to understand the trajectory of the social business efforts, even if they can’t be (immediately) tied back to bottom line measures.

3. Other metrics, in addition to financial and activity metrics, can be implemented as well, such as tracking the topics of communication that garner the most interest or measuring changes in sentiment over time.

Marketer’s How-To, From The 60 Second Marketer

1. Know why you’re involved in social media. Let us repeat from the article, “social efforts must support both business goals and the goals of the individuals in the community”

2. Be sure business goals for social media usage are defined. Otherwise, wave goodbye to your ROI. (Sounds like a sad country music song.)

3. Measure your financial, activity, and “other” metrics. One without the others doesn’t tell the whole picture and can be misleading.

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Christopher Carfi is an entrepreneur and CEO of Cerado, Inc. In December 2009, he was named One of the Smartest People in Social Media. His blog, The Social Customer Manifesto, is a “Top 25″ marketing blog, and has won numerous other awards including “Top CRM Blog” in 2005 and 2007.

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January 22nd, 2010

Series: From Social Media to Social Business: 3) Turning “Social Media” into “Social Business”

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By Christopher Carfi, entrepreneur and CEO of Cerado, Inc

Churchill famously stated, “Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning.” The fact that many “social media” startups have shuttered their doors in recent months as the global financial crisis has dragged on may, in time, prove to illustrate a similar sentiment.

Although “social” currently is often under the purview of communications-oriented media functions within an organization, the concepts are finding their way into every aspect of the business.  Three quick examples:

  • Communities such as InnoCentive (http://www.innocentive.com) are using social business concepts to bring together “Seekers” and “Solvers” with a goal of rapidly accelerating fundamental areas of business innovation.
  • Internal product development teams are using tools with heavy social components such as Basecamp (http://www.basecamphq.com) for product and project management.
  • Customer support is being “socialized” with communities such as those driven by GetSatisfaction (http://www.getsatisfaction.com), which provides infrastructure for “people-powered” customer service.

In fact, “social” seems to be affecting nearly every aspect of business.  A great example of this is an interview with John Chambers, CEO of Cisco, that appeared in August in the New York Times (http://www.nytimes.com/2009/08/02/business/02corner.html )

In 2001, we [Cisco] had a near-death experience. We went from the most valuable company in the world to a company where they questioned the leadership. And in 2003, he [Jack Welch] called me up and said, “John, you now have a great company.” I said, “Jack, it doesn’t feel like it.” But he was right.

Q. How has your leadership style evolved over time?

A. I’m a command-and-control person. I like being able to say turn right, and we truly have 67,000 people turn right. But that’s the style of the past. Today’s world requires a different leadership style — more collaboration and teamwork, including using Web 2.0 technologies. If you had told me I’d be video blogging and blogging, I would have said, no way. And yet our 20-somethings in the company really pushed me to use that more.

Q. Did you need to be pushed?

A. I thought I was very leading-edge in terms of how I communicated. My team just kept pushing, and I finally said, “Why do you want me to do this?” And they said: “John, if you don’t do it our company won’t learn how to do this. It won’t be built into our DNA for the way we interface with customers, our employees. The top has to walk the talk.” I was expecting text blogging and we did video blogging.

The first one was a little bit uncomfortable, because it’s very unprofessional. You just basically put a camera there, and you go. By the second one, I realized this was going to transform communications — not just for the C.E.O., but it would change how we do business.”

Did you catch that last part?  “It would change how we do business.”

Social affects every aspect of the organization.

Marketer’s How-To, From The 60 Second Marketer

  1. Realize that business is changing, and your business will need to change also.
  2. Like Cisco, your changes need to come from the top if you expect everyone to come on board.
  3. Figure out what services your company can provide to encourage better social interactions among your followers.

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Christopher Carfi is an entrepreneur and CEO of Cerado, Inc. In December 2009, he was named One of the Smartest People in Social Media. His blog, The Social Customer Manifesto, is a “Top 25″ marketing blog, and has won numerous other awards including “Top CRM Blog” in 2005 and 2007.

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January 21st, 2010

Series: From Social Media to Social Business: 2) How Social Media Creates Social Currency

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By Christopher Carfi, entrepreneur and CEO of Cerado, Inc

Within social media, there is a form of “social currency” that flows between their members.  Douglas Rushkoff  (http://rushkoff.com/articles/articles-and-essays/whats-next/) defines “social currency” thusly:

“Social currency is like a good joke. When a bunch of friends sit around and tell jokes, what are they really doing? Entertaining one another? Sure, for a start. But they are also using content — mostly unoriginal content that they’ve heard elsewhere — in order to lubricate a social occasion. And what are most of us doing when we listen to a joke? Trying to memorize it so that we can bring it somewhere else. The joke itself is social currency. “Invite Harry. He tells good jokes. He’s the life of the party.

“Think of this the next time you curse that onslaught of email jokes cluttering up your inbox. The senders think they’ve given you a gift, but all they really want is an excuse to interact with you. If the joke is good enough, this means the currency is valuable enough to earn them a response.

“That’s why the most successful TV shows, web sites, and music recordings are generally the ones that offer the most valuable forms of social currency to their fans. Sometimes, like with mainstream media, the value is its universality.”

Social currency is currency, like the greenback, that we exchange with those around us as part of our everyday interactions. In other words, “social currency” is the stuff we talk about with our friends, and colleagues, and family.

The best Super Bowl ads, for example, revolve around this idea of social currency.  The most memorable ads invoke the “Did you see that?!?!” factor around the water cooler.  Through this concept, organizations add their memes to the “social currency” supply.

When we think about “social media,” then, we need to realize we are talking about something that is fundamentally much larger than simply using a new channel to transmit our same old content in a shiny new way.  We are actually in a transition period to a different way of doing business.

Marketer’s How-To, From The 60 Second Marketer

Create Social Currency by providing your social media customers with meaningful, valuable information that is universal in appeal. They’ll keep coming back for more, and they’ll share.

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Christopher Carfi is an entrepreneur and CEO of Cerado, Inc. In December 2009, he was named One of the Smartest People in Social Media. His blog, The Social Customer Manifesto, is a “Top 25″ marketing blog, and has won numerous other awards including “Top CRM Blog” in 2005 and 2007.

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January 20th, 2010

Series: From Social Media to Social Business: 1) What Exactly Is Social Media?

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By Christopher Carfi, entrepreneur and CEO of Cerado, Inc

Social media, or perhaps we should call it “social business,” is a sea of change that will affect every aspect of the organization.  Nowhere is this more evident than at the intersection between an organization and its customers.  Customers, once solely at the “receiving” end of corporate communications, are now not only entering conversations with organizations but are, more importantly, increasingly entering into online conversations with each other around products and brands.

What is social media?

In both professional and personal life, human beings naturally form groups based on affinities and expertise. We gravitate to others with whom we share interests. Most of us belong to real world networks that formed organically. Not surprisingly, these networks rapidly migrated to the online world.

Online social networking has been around in various forms for nearly a decade, and has begun to achieve wide notice in the past few years.  Online social networks take many forms, and are created for many reasons. Despite their differences, online social networks do, however, commonly exhibit a number of the following concepts.

Profiles – Each member in a network has an online profile that serves as the individual’s identity in the network. In the professional context, profiles often contain information regarding the individual’s experience, education, interests and affiliations, as well

information about the individual’s skills and resources.

Connections – Online social networks typically enable individuals to make connections with others in the network. In some cases, these connections are implicit, and derived from past actions (such as sending an email to another member of the network). In other cases, the connections are explicit, and are set up and created by the members themselves.

Content – Content is the information created in, posted on and shared via a social networks.  Content comes in the form of text, photos, video and the like.  Historically, content “was” the web.  Things have changed markedly, however, and it is now understood that “content” itself only is only one facet of the social web.

Activities – When individuals participate (or even peruse) social sites online, there are myriad “activities” taking place.  Logging in, joining a group, posting a photo, commenting on a post, “friending” a colleague, and rating a document are all examples of “activities” that take place in social networks.  Sites such as Facebook and Twitter have broken new ground in making those activities “visible” to other members of the community by logging them and, in many cases, making their existence visible to others in the community.

These four components – profiles, connections, content and activities – form the pillars of what makes a social site “social.”

Marketer’s How-To, From The 60 Second Marketer

To use social media as an advantage for your company, be sure of the following:

1. Profile – Be sure your company’s online profile matches your company’s personality. A wild, youthful online profile doesn’t make sense for a traditional, mature company. It will confuse your consumer.

2. Connections – Create connections that make sense for your customers. This will encourage your client base to follow your profile, as they’ll get more information through links to others on top of what you already provide.

3. Content – Keep your content business-oriented. No pictures of the boss in his bikini briefs swim suit (unless you sell bikini briefs swim suits, of course).

4. Activities – Take an active part in your social media outlet. Just opening a Facebook page doesn’t mean a thing unless you are participating in it.

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Christopher Carfi is an entrepreneur and CEO of Cerado, Inc. In December 2009, he was named One of the Smartest People in Social Media. His blog, The Social Customer Manifesto, is a “Top 25″ marketing blog, and has won numerous other awards including “Top CRM Blog” in 2005 and 2007.

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January 12th, 2010

The Role of Social Media in Fostering Consumer Relationships

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The following comes from a white paper supplied by ExactTarget.com:

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Findings suggest that social media is not a prerequisite for consumers to consider your brand an effective communicator. Consumers’ expectations in this environment are fundamentally different from other direct marketing channels, and  provides two unique opportunities that traditional media does not:

1. Take time to listen to your consumers. Social media allows marketers to receive raw input—good and bad—from consumers, when they choose to initiate it. In this way, it is similar to a call center, where a company is responding to consumers instead of initiating conversation.

2. Engage in real-world dialogues and problem solving. This allows your brand to demonstrate its relational prowess in a public forum, which in turn can create raving fans. Your fans will be impressed by your ability to handle their issues—which social media allows brands to do in an unprecedented manner. When you show these public displays of affection, you create a platform for consumers to become advocates and advertisers for you.

Social media adds an entirely new dimension to the marketer-consumer relationship. Our advice? Explore new opportunities within this emerging channel while avoiding the temptation to employ traditional direct marketing tactics!

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© ExactTarget All rights reserved; Channel Preference Study from ExactTarget.com; research@exacttarget.com ; reprinted with permission

December 14th, 2009

C’Mon, Give It a Try: Companies Are Experimenting with Social Media

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WebDiceSocial media seems to be the new cigarette – I’m willing to try, but I won’t let myself get hooked. But unlike the cigarette, you won’t run the risk of cancer. In fact, if social media works right for you, you get a viral effect instead. Sounds good to us.

Econsultancy has published the Social Media and Online PR Report (November 2009), and found some interesting statics on social media use. Consider as you plan for your marketing budgets for 2010.  Here are the stats very briefly, or click the report above to see a sample or purchase the entire study.

  • Almost two-­thirds (64%) of companies say they have experimented with social media but have not done much.
  • Micro-­blogging (i.e. Twitter) is now the most widely adopted social media tactic, used by 78% of company respondents.
  • Just under half of companies (46%) are not yet using reputation or buzz monitoring tools to understand what is being said about their brand.
  • Nearly a third of respondents (31%) are not spending any of their budget on social media.
  • There is a mixed view of the benefits of Twitter, with almost a third of respondents (31%) saying that there are tremendous opportunities available.
  • The biggest barrier to better social media engagement for companies surveyed is the lack of resources (54%).

Looks like we’re making the move, slowly, to using more social media. What’s the hesitancy? Let us know what holds you back from using Twitter or LinkedIn, or other media. Or better yet, just give it a try and let us know how it went.

November 23rd, 2009

Take a Tip from Colin Powell

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From General Colin Powell last week in San Francisco: The boundaries that separated the world’s countries from one another are not there anymore due to the information revolution.

colin powellFormer General and Secretary of State Colin Powell gave a inspiring speech in front of 8 thousand last Thursday at the salesforce.com Dreamforce Conference. I wish I had had time to send in the blog a little sooner, but I was working at the conference and didn’t have a moment to spare. I feel so behind the times – no internet on my cell phone. (gasp!) But even though this comes four whole days after his speech, an inexcusable eon  in internet time, it is always relevant to those of us interested in social networking. In fact, I feel a little corny calling the speech “inspirational” until seeing the comments on the General’s Facebook page from others at the conference. “Inspirational” it is.

Here are the social networking topic highlights of General Powell’s speech:

  • He said he “loves watching technology change,” especially with the large leaps since his leaving Secretary of State office in 2005.
  • He  commented on the way it has contributed to changes globally, calling it the “information revolution.”
  • His personal interest in social networking began with Tweeting, with some help from his grandson.
  • Then came Facebook. He tells that his grandson really talked him into it. General Powell’s first reaction was “no!” But once his grandson told him that a Facebook page had already been set up, and that there were already 17,000 fans…well, says the General, maybe Facebook wouldn’t be so bad.…
  • Quote: “Once we link all social media together, we start to see how it can change the world.”

My takeaway from the speech that applies to all of us:

Folks, the formal General and Secretary of State Colin Powell

a) Took the time to learn social networking, and
b) Sees the incredible power that social networking has for making change globally.

Seems to me we can learn it and use it to make changes, too.

November 16th, 2009

Be a Social Media Whiz: Secrets of a Successful Online Campaign

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elearning desktopYes, you can be a whiz at using social media successfully.

Here’s the secret: You wouldn’t start a new billboard campaign without careful planning, would you? Of course not. Yet many companies seem to jump right in to a social media campaign without giving this type of marketing the careful consideration that other types get. Why? It is a new medium to many, and we’re still learning the ropes. Twitter, LinkedIn, Facebook, and others can be very effective – if done with a little planning.

Here’s a 10 point road map to help you plan to make the most effective use of a social media campaign, taken from a recent webinar presented by Jamie Turner, Chief Content Officer of the 60 Second Marketer. Already using social media? Review to see if there’s a new idea for you.

1. Competitive Assessment: What are your competitors doing in this space already? What can you borrow from them?

2. Internal Situation Analysis: How much awareness is there of social media within your company? Is there an understanding that it can be measured and create a positive ROI?

3. Major Objectives: What are you trying to accomplish with your social media campaign?

4. Consumer Thought Process: What is the typical sales cycle for your product? How much trust do you need to build before you can make a sale? (Hint: The more expensive the product, the more trust needs to be built.)

5. Key Strategies: What approach are you going to take in order to have a successful program?

6. Brand Essence: What is your brand essence and how are you going to communicate that using social media?

7. Positioning: How is your brand currently positioned in the marketplace? Where do you want it to be positioned as a result of your social media campaign?

8. Essential Message: What is the essential take-away you want consumers and prospects to have after engaging with your brand via social media?

9. Tactical Plan Overview: Which social media platforms are you going to use for your program? Which tools are you going to use to measure the success of your program?

10. Executional Roadmap: What are your SMART Goals for this plan? How are you going to be held accountable for them?

Careful planning will make the time spent well worth it, and make you look like the whiz that you are. Just don’t forget to have fun and be creative with your campaign. You may be the next trend setter, with competitors following your example!

October 25th, 2009

Keeping Up With the Joneses: The Newest Social Networking Brainchild

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By Melissa Levine, BKV  Digital and Direct Response

iPhoneIt’s now not just mom and dad who want to check in and know your whereabouts.   Thanks to a new social networking tool called “Foursquare,” (www.foursquare.com) friends can trace your every step as well.  C’est la vie to days where you could brush off that annoying friend (we all have one) with an “I’m actually staying in…”  A combination of friend-finder, city guide and competitive bar game, Foursquare lets users “check in” by cell phone at a bar, restaurant or art gallery (or any other places users might frequent) alerting their friends to their current location so they can drop by and say hello.

Inventive? Yes.

Necessary? The verdict is still out.

Regardless, we now have yet another tool that enables us to tell the world, “Here I am, I have arrived,” every time we step out the door.  In my opinion, Facebook, Twitter and the host of other social networking sites are sufficient but if you feel like you need to ‘take it to the next level’ (and aren’t we always supposed to be striving to accomplish that?), this new tool does so by giving your exact location.   Your friends can now track your every move.  Better yet– if you frequent certain shops enough times, you have a chance to become the mayor of that place entitling you to possible coupons or free items; if you gather enough people to join you more prizes ensue.

Another purported bonus is the apparent intimacy of this tool (although I doubt it will remain so now that the New York Times has written about it…)  Foursquare is available only in 31 cities in the United States, including New York, Chicago, San Francisco, Boston and Washington. The service is also operating in London, Amsterdam and three Canadian cities, but has many fewer members than other networking sites.

After reading about FourSquare I couldn’t help but wonder if the site will truly take off.  The NY Times article includes a quote from a happy user who notes, “At this point, I don’t even bother texting or calling my friends. I just check Foursquare to see if they’re nearby and go meet them.”  I can’t help but think—are we truly this lazy?  But more than that, I find it troubling that we now need ulterior motives to have fun, and enjoy the company of others.  As I noted above, it you frequent the same spot enough, you get points.  If you discover a new hangout, more points.

This new tool literalizes the phrase “the game of life” a little too intensely.  I say why can’t we just live in the moment, rather than always running off to find the next best place, best friend, and best time?

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Melissa Levine is our in-house Millennial, and offers the unique youthful insight to the non-Millennial views you usually get with Jamie and Ann.

January 20th, 2009

The New York Times Issues Social Media Guidelines for Staffers

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Here’s something hot off the press of the Truemores website:

New York Times employees on social networking sites like Facebook, MySpace and LinkedIn have to mind their Ps, Qs and political views. The company issues a policy regarding online activity to all staffers, reminding employees that while social networking sites “can be remarkably useful reporting tools,” anything and everything posted online is susceptible to coming into view of all public peepers. The policy advises staffers to skip Facebook’s political views section and avoid joining political or “controversial” groups.

Here’s the policy in its entirety:

Using “Facebook” in Reporting

Facebook and other social networking sites –� MySpace, LinkedIn, even Twitter — can be remarkably useful reporting tools, as the Virginia Tech shooting in 2007 proved. As we’ve discovered from the experts on our staff, Facebook pages often tell a lot about a person’s work, interests, friends, and thoughts, and, as one page leads or links to another, Facebook can help reporters do triangulation on difficult-to-research subjects. What people write on Facebook sites is publicly available information, like anything posted on any site that is not encrypted.

But there are a few things to be careful about, nonetheless.

One of them is that outsiders can read your Facebook page, and that personal blogs and “tweets” represent you to the outside world just as much as an 800-word article does. If you have or are getting a Facebook page, leave blank the section that asks about your political views, in accordance with the Ethical Journalism admonition to do nothing that might cast doubt on your or The Times’s political impartiality in reporting the news. Remember that although you might get useful leads by joining a group on one of these sites, it will appear on your page, connoting that you “joined” it — potentially complicated if it is a political group, or a controversial group.

Be careful not to write anything on a blog or a personal Web page that you could not write in The Times –� don’t editorialize, for instance, if you work for the News Department. Anything you post online can and might be publicly disseminated, and can be twisted to be used against you by those who wish you or The Times ill — whether it’s text, photographs, or video. That includes things you recommend on TimesPeople or articles you post to Facebook and Digg, content you share with friends on MySpace, and articles you recommend through TimesPeople. It can also include things posted by outside parties to your Facebook page, so keep an eye on what appears there. Just remember that we are always under scrutiny by magnifying glass and that the possibilities of digital distortion are virtually unlimited, so always ask yourself, could this be deliberately misconstrued or misunderstood by somebody who wants to make me look bad?

Another problem worth thinking about is how careful to be about Facebook “friends.” Can we write about someone who is a “friend?”

The answer depends on whether a “friend” is really a friend. In general, being a “friend” of someone on Facebook is almost meaningless and does not signify the kind of relationship that could pose a conflict of interest for a reporter or editor writing about that person. But if a “friend” is really a personal friend, it would.

Should we avoid consenting to be Facebook “friends” of people in the news we cover? Mostly no, but the answer can depend on the situation. A useful way to think about this is to imagine whether public disclosure of a “friend” could somehow turn out to be an embarrassment that casts doubt on our impartiality. It would not have looked good in the presidential election campaign for a national political reporter to agree to be a “friend” of Barack Obama without first making sure to be a “friend” of John McCain, too. A City Hall reporter or a politics editor might be “friends” with several different City Council members as well as the Mayor, but not just with one of them. But a reporter or editor whose work has nothing to do with City Hall could be “friends” with people who work there with no conflict of interest. Consult with the Standards Editor if there’s any doubt.

Reporters can ask questions by e-mail using addresses found on Facebook, of course, but the same rules that apply to telephone contacts (or personal contacts) apply. “The Times treats news sources just as fairly and openly as it treats readers,” Ethical Journalism says. “We do not inquire pointlessly into someone’s personal life.” Approaching minors by e-mail or by telephone, or in person, to ask about their or their parents’ private lives or friends is a particularly sensitive area. Depending on the circumstances, it may not be advisable. In every case, reporters and editors should first consult with the Standards Editor before going ahead with such inquiries.

December 3rd, 2008

How to Use Social Networking Sites for Marketing and PR

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Social Networking and Social Media are so hot right now, they make the email marketing buzz from a few years ago seem like child’s play.

Gartner Research came out with something called the Gartner Hype Cycle not long ago. In it, they discuss how new technologies go through a period of inflated expectations before they settle into a “plateau of productivity.”

If you’re interested in reading more about Social Networking and Social Media, you can also check out this article from The New York Times. In it, they profile several people who have used Social Networking very effectively. They also include a set of guidelines to make sure your networking remains productive.

Enjoy.

November 6th, 2008

The 13 Top Social Media Tools, Tips and Techniques

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Recently, The 60 Second Marketer conducted a free webinar on Social Media. In the webinar, we discussed several of the new tools, tips and techniques people are using to help promote their products and/or services.

There are hundreds of different Social Media tools available, so it’s easy to get confused by all of them. One of the key concepts we discussed was how to categorize these tools so that they’re simpler and easier to use and understand.

There are three primary categories of Social Media — tools that help you network, tools that help you promote and tools that help you share content.

Here’s a quick rundown of what we consider to be the top 13 Social Media tools broken down by category:

Networking tools — These are tools that help you connect with customers and prospects:

• MySpace: Think of MySpace as a social media tool that’s a little like a music festival. There’s a lot of energy, a lot of passion and, unfortunately, a lot of noise. It’s great if you’re targeting the youth market.

• Twitter: Think of Twitter as a cocktail party. There are a lot of different conversations going on and you can move from one conversation to another conversation.

• Facebook: Facebook is like a pub. It’s a great place to meet people on a more casual basis and have relaxed, off-the-record conversations with the people you meet there.

• LinkedIn: Think of LinedIn as a trade show. It’s a little more professional than Facebook and you’ll want to meet and connect with people there in a more businesslike manner.

Promotion Tools — These are tools that help you promote content about your product or service:

• Flickr: A great place to upload photos of your most recent company parties, conventions or product launches. Not the most important tool in the world, but worth checking out.

• Podcasting: Don’t make the mistake of doing a podcast that just regurgitates your press releases. Make your podasts fun, interesting and relevant. Don’t waste your time if you’re just going to have the CEO ramble on about your latest new product launch.

• YouTube: What can we say about YouTube that you don’t already know?

• HowCast: Ahhhhh, here’s something that’s interesting. HowCast feeds “How To” videos to a growing community. Perfect if your product requires a video tutorial.

• TubeMogul: Do you have videos you want to share with the world? Then go to Tubemogul, where you can upload your video once and let them send it out to YouTube, MySpace, Vidder and a gazillion other video sharing services.

Sharing tools — These are tools that help you share content that would be helpful to your prospects or customers:

• Google: You already know about Google, but did you know about Google Alerts? Just plug in a keyword and Google will send you an email a day that lists when that keyword was discussed in a blog. Perfect if you’re interested in staying on-top of things. Also great if you’re a big brand and you want to respond to negative comments about your product or service.

• Blogs: We’re going to do an entire webinar on blogs and blogging in the coming weeks, but for now, remember this — don’t do one unless you can write something relevant at least 4 times a week.

• Article Marketer: Do you have articles that you’d like published around the web? Then check out Article Marketer. We haven’t officially used it, but at first glance, it looks like a very useful tool.

• Digg, Del.icio.us and other bookmarking tools: As you know, these tools allow you to tag articles and other content that you think might be useful for others. We’ve found that it’s best not to abuse these tools or to try to milk them. That’s just abusing the system.

Are there important tools that we’ve missed? Which tools do you use? Share your thoughts and comments on them with our readers!

September 25th, 2008

Will the Bad Economy Kill Social Media?

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A healthy economy affects more than just your pocketbook, it affects businesses’ abilities to focus on projects that might not have a positive ROI during the short-run.

Is social media going to be one of the casualties of the current slow economy? That’s a possibility, given that during slow-growth periods, most corporations look for places to trim budgets. The first to get hit are the training budgets. The second to get hit are the travel budgets. And the third to get hit are the marketing budgets.

If a corporation decides to trim its marketing budget by, say, 10%, the first thing a marketing director does is to look at the hard-to-measure initiatives. (Please note, just because something is hard-to-measure doesn’t mean it’s not important. It just means it’s hard-to-measure.)

So put yourself in a marketing director’s shoes. (If you’re reading this, you probably are in a marketing director’s shoes.) If your CEO asked you to trim your budget, do you cut the highly-measurable direct mail program? No. Do you cut the highly-measurable paid search program? Nope. Do you cut the not-so-highly-measurable social media program? Hmmmm. Now yer talkin’.

This is not a slam at social media. Nor is it a suggestion to cut spending in social media. It’s just a way to encourage the social media gurus out there to continue their efforts at building systems and programs that do an even better job of measuring the impact of social media programs.

Yes, yes, we know. You can measure social media’s impact. But it’s not yet as measurable as, say, a banner ad campaign or a direct response TV campaign.

So, have at it social media experts. If you believe social media is already as measurable as, for example, direct response, then send us a comment. Or, better still, write an article or video script for The 60 Second Marketer.

Alternatively, you could continue your work on developing programs that measure social media campaigns in a more specific, tangible way.


The 60 Second Marketer is a free online magazine brought to you by BKV Interactive and Direct Response. We try to provide quick updates on the newest tools, tips and techniques in marketing. We also try to accomplish that with a dose of humor or levity. As it turns out, we're pretty good at providing tools, tips and techniques, but we're not actually all that funny. Which would explain why people don't call us "funny" as much as they call us "laughable." Bummer. Our offices, for those of you who are interested, are located in Atlanta (404-233-0332) and Kansas City (913-648-8333). We also have offices on Bora Bora, but they don't have the phones installed yet.

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