Posts Tagged ‘consumer relationship marketing

17
May
10

The “Be’s” behind your social media brand

7 Steps to More Effective Facebook Fan Pages. 5 Tips to Develop a Twitter Following. 11 Sure-Fire Ways LinkedIn Generates Business Leads.  8 Rules for Building Brands with Blogs.  Do these type of headlines sound familiar?  Do they get your attention?  I confess to sometimes writing them myself.

Unfortunately, we often pay more attention to tactics than our voice.  Too bad because your voice in social media is your brand equity. 

Social media marketing is different from advertising, sales promotion or direct marketing.  It’s a conversation, not a monologue.  It won’t work if your constituents don’t believe you always have their best interests at heart.  Just try to tell someone to “Buy This Now” and see what happens.

So it’s not what you need to make someone do.  It’s how you have to be.  Here are 16 Be’s for finding a social voice that works for your brand.

  1. Be helpful
  2. Be willing to ask for help
  3. Be informative
  4. Be of value in teaching someone something new
  5. Be willing to share
  6. Be able to ask others to share in return
  7. Be positive
  8. Be forthcoming
  9. Be inspirational
  10. Be a good listener
  11. Be able to carry on a good conversation
  12. Be honest with your audience
  13. Be able to express a point of view convincingly 
  14. Be able to respect those who do and don’t accept what you have to say 
  15. Be willing to give before you have to get
  16. Be yourself 

The list is as long or as short as the authentic qualities you have when you relate to others.

So the next time you see someone or some business brag, boast, bring nothing to the party other than an endless stream of press releases and company news either in a blog, tweet, comment or through a bit.ly link, feel free to remind them of this advice.

Do you have any “Be’s” of your own?  Send them my way.  I’d like to hear so we can keep a running list together.

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29
Apr
10

What marketers can learn from a hip hop producer

The New Music Seminar is rolling across the country this year.  It might not have come up on your radar screen, but it came up on mine.  The seminar’s creator and producer, Tom Silverman, founder of Tommy Boy Records, is a friend from college.

Tom (on the left) made a seminal contribution to hip hop when he discovered Grandmaster Flash and recorded the hip hop classic, Planet Rock; then came Queen Latifah and Naughty by Nature and others.

The purpose of the New Music Seminar, which began in 1981, is to give aspiring artist in all music genres the knowledge and tools they need to succeed in the music business which, according to Tom, is in a period of profound change.  No longer do new artists need to focus their time, attention and energy on getting signed by a record label and the slim chance they will be funded and made into a star.

Today, record labels rarely take chances on new artists.  Instead, digital technology, the internet and social media now make it possible, sometimes even free, for artists to do it themselves.  Wikipedia covers the history of the New Music Seminar in detail at http://en.wikipedia.org/wiki/New_Music_Seminar

More people want to become professional musicians than ever.  In fact, the number of records from new artists has risen from 79,000 in 2007, to over 110,000 in 2008, to an estimated 145,000 in 2009 – almost double in 2 years.  Although competition has increased significantly, online tools are so readily available, if someone has 1000 loyal fans and tours throughout the year, they can now make a living doing what they love.  But the key to doing what you love, according to Tom, is you’ve got to know your fans.

Anyone who owns or manages a business or brand, or is thinking of starting one, can benefit from this lesson in the music business; especially if you thought you needed to focus time and attention blasting the word out to as many people as you can.

How well do you know your 1000 most loyal fans?

The New Music Seminar is rolling into New York City from July 19-21.  For more information, go to: http://www.newmusicseminar.com/blog

12
Apr
10

The net promoters era

What are net promoters? Consumers who rate products on the internet?  Mommy Bloggers? People who Tweets about brands on Twitter? Fans on Facebook? Hold that thought.

For students of relationship marketing and CRM, net promoters are the driving force of Fred Reichheld’s book, The Ultimate Question. Fred studied and surveyed the customers of 100’s of companies and came to a singular conclusion: The most admired and profitable companies are the ones with the greatest percentage of net promoters – people who enthusiastically answer in the affirmative the question, “How likely is it that you would recommend this company to a friend or colleague?”

Fred developed the Net Promoter Score (NPS).  The NPS is the percentage of people who are “promoters” of a company minus the   “passives” and “detractors” (NPS = P – D).  Reichheld’s work is known for its statistical significance and high correlation with business success.  In 2006, the companies with the highest NPS were:

  • USAA (82%)
  • HomeBanc (81%)
  • Harley-Davidson (81%)
  • Costco (79%)
  • Amazon.com (73%)
  • Chick-fil-A (72%)
  • eBay (71%)

By 2008, Charlene Li and Josh Bernoff, in Groundswell, delivered research showing 80% of people rate and review products favorably on the internet and their social networks. If companies with an NPS of 80% rank among the highest in Reichheld’s work, Li and Bernoff’s research is particularly good news for businesses and brands.

It means companies that use interactive ratings are reviews are likely to have a higher NPS, be more admired and have greater profitability. Li and Bernoff’s research also showed:

  • 76% of customers use online reviews to make purchases
  • 96% of sites that have them say they are an effective merchandising tactic
  • Only 25% of e-commerce sites have them now

So, from Reichheld’s, Li’s and Bernoff’s viewpoints, we’re in the “net promoters era.”  If your company isn’t taking advantage of it, shouldn’t it be?

09
Apr
10

“People don’t trust big companies, they trust their friends”

This quote comes from Jim Farley, Group VP of Marketing at Ford, who this year moved 25% of his marketing budget out of traditional media and into digital marketing and social media.  According to Jim, when new products like the Ford Fiesta are pivotal to company growth,  “the company must rely on others to tell the story.”  That’s Jim’s company up in the left and his constituents on the right.  Who would you trust?  For Ann Handley’s full interview with Jim, go to  http://ow.ly/1n3g9O

In a related move,  Pepsi, for the first time in 23 years, did not have commercials on the Super Bowl. Instead, the company is spending $20 million on a social media campaign called, The Pepsi Refresh Project, where users give ideas to Pepsi for ways to refresh their communities.

Maybe these moves reflect the facts that:

  • 90% of all purchase decisions begin online
  • 75% of people shop online before they buy offline
  • 85% are looking for an independent review
  • They have an average of 130 friends on Facebook; an average of 127 followers on Twitter
  • Positive perceptions of a company increase by 36% if there’s a blog on their website
  • 14% of people trust advertising
  • Only 18% of TV ad campaign ever generate a positive return on investment

I think Pepsi’s Super Bowl commercials are some of the most iconic advertising, ever, and believe their effectiveness was probably much greater than average.  I was sorry and sad to see them exit the Super Bowl, altogether.

But, for those 86% who don’t trust advertising, now they hear about Pepsi from who they do trust, their friends.

12
Mar
10

Shhh! 10 social media secrets for maketing with women

I had the privilege of being on a radio show panel with some great people.  The topic: “How Social Media Gains Trust and Advocacy in Marketing with Women.”  Since women make 85% of buying decisions and are faster adopters of social media than men, it was a timely and interesting topic.  The radio show was “Real Women on Health” and the panel was:

  • Toby Bloomberg, Founder, Bloomberg Marketing, a strategic marketing and blogging consultancy and Forbes’ Top 20 Women Bloggers
  • Kelley Connors, President of Real Women on Health!, a multi-channel community with a radio show, top-rated women’s health web site and significant affiliate partnerships
  • Tom H. C. Anderson, CEO of Anderson Analytics, a market research consultancy, and chairperson of LinkedIn’s most active networking group, Next Generation Market Research
  • Rob Petersen, President of BarnRaisers, an online marketing solutions company using social media and proven relationship marketing principles
  • Cassie Holm, National Strategic Alliance Director of Real Women on Health!, was the moderator

Everyone took the opportunity to learn from one another.  Here are 10 tips to gain trust and advocacy with women using social media.

  1. Invite in: Women are 3X less likely to care about the size of their network than men.  Size may not matter but being shown personal attention does.
  2. Understand who you’re talking to: 74% post pictures of family/friends and 71% talk about what they’re doing now as opposed to 60% and 58% for men.  Take advantage of the opportunity and get to know them.
  3. Listen and respond: Listening is a fundamental skill but, equally important, is proof you did.
  4. Set guidelines and expectations: You can’t read body language on a social network.   Security and privacy are big issues.  Create a comfortable environment.
  5. Be transparent: If you’re not part of the group and “trolling” for business purposes, you are very, very likely to be found out so be open about who you are.
  6. Talk rather than target: When women are online, 50% are connecting with family and friends, reading someone else’s blog or posting a comment.   They’re socializing so shouldn’t you?
  7. Respect values: Dove ran a campaign on Facebook, “12 going on 20.”  It asked young teens to describe what mattered when they were 5, 10 and 15 and how it influenced them today.  It’s a great example of how social marketing showed respect for values.
  8. Engage rather than sell: 60% or more are uploading picture or watching videos when online.  Work as a co-creator, not a marketer.
  9. Social media = social networking + social issues: It called “social” media for a reason.  Make the most of both of them.  Your audience will appreciate you did.
  10. Give back – it’s part of the culture:  You get back more when you give.  That’s what we’re trying to do.

You can also hear the podcast at http://bit.ly/avmz1d.  Or let us hear from you.

03
Mar
10

Case study: social media brings out advocates and ROI

I’ve had clients tell me they’re from Missouri – you know, the “show me” state.  I must  work with people who’ve spent some time there because I hear the phrase, “show me,” a lot.

Here’s a recent experience of ours we’re glad to have done for a worthwhile cause.  It shows us social media:

  • Works
  • Works even better when it’s integrated into the marketing mix
  • Is highly accountable
  • Builds brands

But that’s our opinion.  What does this case study show you?

SOCIAL MEDIA BRINGS OUT ADVOCATES AND ROI FOR COLGATE/STARLIGHT FOUNDATION

SITUATION: Every February, Colgate Palmolive helps the Starlight Foundation, an organization dedicated to improving life for terminally ill children.  They donate a Wii Fun Center every day to a deserving children’s hospital.  Consumers vote at the Colgate website for their favorite children’s hospital to be recipients.

Awareness occurs through radio, major magazines, online advertising, PR and events, with the challenge to increase outreach, voting and participation every year.

SOLUTION: In 2010, social media is integrated in the marketing mix.  A social media “app” is developed for the voting at http://colgate.com/showthelove.  Through the “app,” consumers are able to: 1) Locate their favorite children’s hospital,  2) see who the daily winners are and 3) encourage their friends on social networks and relevant blogs to get involved.  Recommendations are delivered with a branded “Show the Love” digital mnemonic (visual in the center above).

RESULTS: Social media outperforms outreach expectations, shows significant return on investment and plays an integral part in the program.

  • 20% of consumers who vote also share on their social networks and blogs.  For perspective, typical response rates for promotions on consumer packaged goods brands are less than 5%
  • They are on the social media “app” 3X longer than the web site
  • 25% of total traffic comes from social media; mostly from Facebook
  • Total social media impressions compare favorably to mass media because the average Facebook user has 130 friends
  • Text analysis shows learning and offers direction for next year’s efforts
  • Lead acquisition occurs and a database is built; it’s now an activation source for future brand building programs

The investment in social media, relative to total program costs, is a small, single-digit percentage.   It delivers double-digit results.

01
Feb
10

Social media is free

This headline is not news but perhaps got your attention.  I tend to hear it related to our fees with the phrase, “but I thought…” before it.  But more about that in another blog. 

We’re proud to do work for a good cause.  Our latest is for Colgate and the Starlight Foundation, a non-profit organization dedicated to improving life for children with chronic or life-threatening medical conditions. 

Every year in February, with Black History Month, Colgate “Shows the Love” for the Starlight Foundation and encourages consumers to vote for their favorite children’s hospital to get a Nintendo Wii Fun Center.  Ads in major magazines promote the effort and one fun center gets given away each day.  This year, social media is letting people know too by sharing through social networks.

Voting and participation are key metrics; here are 7 valuable measurements social media gives Colgate and the Starlight Foundation:

  1. ADVOCATES: The number of high value voters, the key influencers, who vote and then tell others   
  2. ADVOCACY INFLUENCE: The effect their spreading the word has on friends who share with their networks and so on
  3. REACH & IMPRESSIONS: Industry numbers now exist for average number of friends on Facebook, followers on Twitter, etc. so, multiplying the advocates and their friends who share by average social networks size gives media reach/impressions.  The numbers get quite sizable
  4. DEPTH OF INVOLVEMENT: The time spent on our social media app and what activities (e.g. reviewing hospitals, sharing, checking winners) trigger the most interest and response
  5. DEMOGRAPHICS:  User demographics by social network
  6. TEXT ANALYSIS: Verbatims and feedback to assess this year’s effort with learning for next year
  7. COST COMPARISON:  Social media versus traditional media promotion

More measurements are in the blog, “100 ways to measure social media,” in archives for November on the right.  If you want to “Show the Love,” click on:   http://www.colgate.com/showthelove

If you have a business with a sweepstakes, event, offer, promotion or worthwhile affiliation, think about the value of social media.  Even though the planning, development, widgets, apps, and analytics do need some investment, the media is free, at least for now.




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