- Stop, Collaborate and Listen.
- Using current events to fuel marketing campaigns.
- Get your boss on the Twitter highway.
- Pitching Via Twitter: WCCO Meet the Journalist Part 3
- The brewing social media turf war: why advertising, marketing, and PR need to learn to play nicely together
- View Archive >
- About this blog
- Branding
- Corporate
- Healthcare
- Interactive
- Media
- PR
- Research
- Search Marketing
- Social Media
The Lead
Stop, Collaborate and Listen.Posted by mwright on February 5, 2010 at 3:22 PMIn the world of social media marketing (and early 90's rappers), it's easy to get caught up in finding more followers, sharing the latest app. and getting more mentions. But all the hype is pretty worthless if you don't remember one simple rule: be helpful. That was the theme of best-selling author and social media guru Chris Brogan's keynote on digital reputation management held at Best Buy's headquarters this week. Brogan worked his way thorough the social media framework he advocates - listen, connect, and publish - and shared a number of insights along the way (based on content from his book Trust Agents). I've had a little time to process the event and here are my top 5 insights from Brogan's presentation: 1. Be helpful. Be helpful. Being helpful isn't about broadcasting. And it isn't about control. It's about listening. To listen well, you need to listen bigger.  Think of listening as a committed long-term relationship. It takes time and effort to keep the magic alive. You have to dive beneath the surface. Get to know what's really going on. Ask all those "getting to know you" questions and then dig deeper. Where do your customers hang out online? Who do they trust? What do they like to do? What do they like about you? What are their biggest challenges? What bugs them?
It's practically impossible to figure out how you can help someone when you haven't been paying attention to the problem. And luckily being helpful doesn't always mean you have to fix the problem. Make it all about others. Brogan shared a little rule of thumb: for every time you comment about yourself, make 12 comments about other people. Point someone in the right direction. Give props to a fan. Share a resource. Connect people. It's the little things that make long-lasting and meaningful connections. If you're going to talk, say something useful. Gone are the days of organizations relying on traditional media to spread the word about their products and services. Today, thanks to blogging tools, video platforms, photo sharing, etc., companies have the power to tell their own stories in new, unique, and low-cost ways. But just because it's cheap doesn't mean you should do it. Minimally, your stories need to be relevant to your consumers. If you really want to make a splash, you need to take the next step and write something that's actually helpful. Keep in mind that you can make all the news you want but if you haven't connected with people willing to listen, you'll be talking to an empty room. Companies that have built a tribe of loyal followers have a unique opportunity to tell their own stories. Make sure your helpers have the right tools for the job. You wouldn't start building a house without talking to contractors, designers and inspectors and getting the proper permits. Nor should you dive into connecting and creating content via social media without making sure you've convened the right stakeholders and rolled out the proper policies. Brogan didn't cover this piece, but it's an important one. Identify the people in your organization that will be affected by social media - it's probably people in marketing, public relations, HR, internal communications, IT, and legal (but it could be others like sales and manufacturing, depending on the goals of the program). Once the group is solidified, bring them together to come up with a policy everyone can live with. For some companies, it's as simple as "don't be stupid." For others, it comes down to adjusting policies that are already in place. Getting the right folks involved and establishing ground rules early on will save headaches down the road. How are you showing your customers that you're listening? Are you being helpful? Using current events to fuel marketing campaigns.Posted by Tony Morse on January 15, 2010 at 10:07 AMI'm all about seizing the moment and taking advantage of real life events to help enhance a marketing campaign. Several weeks ago Tiger Woods was the theme many PR firms used to highlight poor crisis communications. For a moment I thought Minneapolis-based Parasole would provide a great example. Before I Tweeted their novel approach, however, I did a little digging. The back story - Monday afternoon two guys landed their planes on a Minneapolis lake to get lunch. Turns out Minneapolis lakes are illegal to land on, unlike lakes in most other cities. The police met the pilots at their planes after lunch and issued tickets. News reports said they got a burger, but not where they went. I actually gave it a moment's thought to what restaurants are in that area, but that was about it.  Current events meet promotional opportunity - Wednesday I received an email from Burger Jones (a Parasole restaurant). The subject was "Burger Jones Honors Naughty Pilots" and offered an opportunity this Saturday to order "The Mile High Club Burger" and make a donation to the defense fund for the pilots. (Each of the two pilots face up to a $1000 fine). Creative, huh? Tweets from Burger Jones (@burgerjones) refer to many ways to get there (bus, car, plane...). I like it. I also like that it creates a way for the restaurant to help the pilots pay for a lunch that ended up being VERY expensive.
If only they'd actually given any donations to help the pilots, it could have been a very cool campaign. Timely, empathetic and a little edgy. Instead it feels like they're just taking advantage of the pilots, doesn't it? What other campaigns could the restaurant have created? Can you think of other campaigns that successfully leveraged current events? Get your boss on the Twitter highway.Posted by Bob Brin on January 10, 2010 at 5:22 PMWhen your boss looks at Twitter, she may see drivel in an indecipherable shorthand akin to gang graffiti. To get her attention, you'll need to show her the dialog she's missing out on. Partners talking to competitors. Analysts talking about the company or products. Maybe people talking about her. Once you've shown her there's a big world out there, give her a crash course in the rules of the road, including your corporate social media guidelines. Then set her up on TweetDeck or some similar dashboard to make it as easy as possible. Here are some suggestions to get your boss rolling. Circle the neighborhood Head for the big city Most execs already have the tools for Twitter: confidence, something to say, great networking skills and common sense. With a little coaching from you, they should be able to see beyond the drivel to what drives business. Pitching Via Twitter: WCCO Meet the Journalist Part 3Posted by Rich Goldsmith on October 13, 2009 at 5:22 PMAccording to what seems to be every self-proclaimed social media guru in the world, Twitter is the most momentous development since explorer Sir Francis Drake returned from his circumnavigation of the globe and discovered happy hour. Whatever its long-term impact is, Twitter certainly has made a huge difference in the way PR professionals and journalists interact. We asked WCCO reporter Jason DeRusha and WCCO news director Mike Caputa what they think of being pitched stories on Twitter and you can watch part 3 of our WCCO Meet the Journalist series to find out what they said. And just in case you're in too big a hurry to watch a video that clocks in under three minutes, I'll sum it up -- they're big fans. Meet the Journalists: How do you feel about being pitched via Twitter? from Rich Goldsmith on Vimeo. The brewing social media turf war: why advertising, marketing, and PR need to learn to play nicely togetherPosted by Rich Goldsmith on September 1, 2009 at 11:23 AMThere's a storm a' comin' - a rumble in backrooms and boardrooms on par with anything the Jets and Sharks might have put together, though not nearly as jaunty. The number one with a bullet rise of social media has created some significant questions as to who should "own" this space, as in this article in The Firm Voice. And while some structure is necessary, the debate here is counterproductive because it asks the wrong question. Rather than asking who should own social media, we should be looking for an answer to "how can we best collaborate to make social media better?" PR already leads social media and digital communications at 51 percent of companies, according to the latest Digital Readiness Report. And it's true that the nature of social media, especially tools like Twitter, make it a natural fit for public relations pros to lead the way on corporate usage. However, rather than take that as the doorway to exclusive ownership, PR executives need to lead a collaborative effort to leverage these tools in an effective, thoughtful, and responsible way. Since the public relations function is primarily concerned with reputation and brand identity/awareness - the two primary benefits of social media - it's uniquely suited to take on this role. But to truly leverage social media, like any other tool in the marketing communications toolbox, everyone needs to be able to use it. Locking that tool away in any one discipline's tackle box is a profoundly bad idea. PR should coordinate - making sure the overall plan makes sense and that each discipline and initiative that needs to be is represented in a company's overall social media strategy. In other words - play nice and share your toys with the other kids. Twitter finds a seat on press rowPosted by John Scally on August 26, 2009 at 1:52 PM As the traditional print media continues to shed reporters, a willing army of bloggers and micro-bloggers is eagerly filling the journalistic void. This week, a major landmark for social media sports reporting occurred when NCAA-member, St. John's University, in NYC, announced that it was credentialing Peter Robert Casey as its first Twitter reporter. As a result, Casey will be granted a spot on press row for the upcoming basketball season. You can follow Casey on Twitter @peter_r_casey. He is currently among the Top 10 most-followed basketball-related users on Twitter and most-followed basketball-related individual who is not a professional basketball player, team or coach.
foursquare: Because Twitter Has No Stinking BadgesPosted by Rich Goldsmith on August 4, 2009 at 9:42 AMTwitter has gotten the vast majority of social media wonk love in the past year, but another application has caught hold with the cool kids recently -- foursquare. By "cool kids," we of course refer to the same 18-34 year old tech-savvy group with a ridiculous amount of disposable income that jumpstarted the Twitter frenzy. And by "caught hold," we of course mean it has done for them what World of Warcraft has for obsessed shut-ins with social anxiety disorder and adult acne. foursquare's premise is simple - where Twitter asks "What are you doing" and gives you 140 characters to answer, foursquare asks "where are you," using SMS, the web, and an iPhone specific application to allow users to check in at various places. Billed as an "urban mix-tape," the idea is to help people in the 21 metro areas it's available in find new places to go and things to do, similar foursquare's precursor, Dodgeball. Like Twitter, you follow a set of friends and are kept updated on their movements through the service. In practice, here's how it works: 1. You check in (as shown in the screenshot below) 
So far, it's nothing you can't do with a little extra typing in Twitter, right? That's where the insidious nature of the service starts - the points and badges. Yes, the same tactics that keep Boy Scouts going back for just one more clove hitch or sheet knot have caught the attention of hipsters throughout the U.S. You don't just use foursquare, you play it. Every time you check in on foursquare, you get points. And you can compare your points against your friends' on a personalized leaderboard, showing who has scored the most that week. Even more addictive, by accomplishing different feats involving checking in, you can score badges such as: - The Explorer Badge - 25 check ins to unique venues While this is only a small sample, the potential for marketers is enormous. First, foursquare allows you to identify the "mayor" of a particular venue - the person who checks in there the most. Many venues are already offering special deals for their respective mayors - from free drinks to discounted tickets and other perks. Partnering with foursquare on special badges associated with events, such as movie premieres, block parties, and other elements is certainly within the realm of possibilities as well. Plus, Twitter has proven that humanizing executives, especially at consumer products companies (Zappos being a great example) ties consumers closer to the brand and enhances loyalty - foursquare can provide an even more intimate window into the lives of company figures, creating tighter associations between a brand and a consumer's identity. |
