Social Media Strategy Session

Faith v. Science: In the Advertising World

noreply@blogger.com (Chris Mott) — Wed, 16 Feb 2011 12:50:00 +0000

Faith and Science in advertising shows the differences between ads a business “believes” will bring in customers ads that are “Scientifically-proven” to bring in customers.

…And I know what you are thinking… (“This discussion is going to try to sell me on a type of advertising to use, and induce my spiritual beliefs no less.”)

I would be lying to you if I told you I do not have a dog in this fight. On the other hand I have been a believer in both Faith-based and Science-based advertising in the past, so my writings are based strictly on experience.

The comparison in this discussion between Faith in the religious world and in the advertising world may be frowned upon but in a literal sense the thought processes are very similar. This post certainly is not a referendum one way or another. This is not to say that Faith and Science are not mixed in the ad world.

I just want to share with you how both forms of advertising stack up and you will decide whether to use both or stick with the one who got you here.

Today’s Post will be a brief discussion on Faith-based Advertising:

When we talk about Faith-based advertising we mean these are forms of advertising where the advertiser has a “pretty good idea” of “belief that customers who buy come directly from their ads.

While many agencies try to employ “scientific tactics” such as frequency, reach, comment cards, CPC, CPM, etc. in the end all the agency can tell an advertiser is that potential customers have seen/heard the message. The holy grail of advertising is in the ability to see that potential customer make the choice to become an “actual customer”.

The problem with these forms of media is they can be very expensive to produce and run. Furthermore upkeep is critical if you want your business to stay relevant. Compounding this is the issue of not really “knowing” whether the potential customers have made a purchase because of the ad.

Don’t get me wrong, many Fortune 500 companies employed tried and true forms of faith based advertising to grow themselves from meager beginnings to the conglomerates they are today. As a veteran of traditional media, I know of many advertisers who strongly believe in their ad partners and creative teams who produce their TV commercials or radio spots.

Overall I feel that these media forms are GREAT for branding and should be used especially if you have established your business in the market. If you are a new business, there are more effective ways to build your business.

Let me know what you think!

Tomorrow we will discuss pros and cons of Science-based Advertising.

Social Media's Silver Bullet: Group Coupon Sites Help Businesses Justify Costs - Social Media Marketing, livingsocial, groupon

noreply@blogger.com (Chris Mott) — Wed, 12 Jan 2011 17:05:00 +0000

Social Media's Silver Bullet: Group Coupon Sites Help Businesses Justify Costs - Social Media Marketing, livingsocial, groupon

Social Media Marketing is finally measurable. That is the word from Chris Mott, a social media consultant and trainer in the industry.

Why Social Media Marketing is not just about "Marketing"

noreply@blogger.com (Chris Mott) — Mon, 03 Jan 2011 16:33:00 +0000

Happy New Year Readers! I hope your first day back to work is not as dreadful as you thought it would be when you woke up this morning.

In 2011, more and more businesses will focus on using social media to market their products and services to potential customers. Some businesses will be effective in increasing sales through social media marketing and some businesses will not. As the social media buzz intensifies, remember that whether or not your are successful in finding new clients via social media it is as important for your business to actively be using social media to speak to the customers you already have.

It can be argued that the single most important function of social media usage for a business is the two-way communication with satisfied customers. The user that you have already done business with in the past is much more likely to comment on your post or create their own post on your social profile. Building relationships with past clients will generate more content for your social media pages and ideally your clients will share your page and posting with their connections.

Creating conversations directed at these users gives off the impression that your company excels in customer service (which you ought to anyways). Social CRM platforms such as Chatter allows businesses to collaborate on specific customer related issues that can surface on social networks.

Over the next 12 months, I hope that your business puts a larger emphasis on social media, not just to increase sales, but to improve client relations and service as well. Please leave positive and negative comments :)

SocialMediaMidAtlantic.com

LinkedIn for Losers?

noreply@blogger.com (Chris Mott) — Fri, 17 Dec 2010 17:44:00 +0000

Check out this post by Courtney Body Myers. I like the concept and some of her points, except for the section about LinkedIn. Is LinkedIn really for losers? REALLY?!!

New Media: Your Social Media Strategy in 60 Seconds

From The Next Web

Bad Behavior

noreply@blogger.com (Chris Mott) — Thu, 16 Dec 2010 19:09:00 +0000

This is an excellent blog post on the wrong way to handle a problem in Social Media. Thank you Chipotle!

What is Chipotle’s Social Media/PR Team THINKING?

MUST READ: Why Every Event In The World Should Allow Participant Live-Tweeting

noreply@blogger.com (Chris Mott) — Wed, 15 Dec 2010 15:20:00 +0000

Very Interesting Article by J.D. Rucker about live-event tweeting and its benefits. If you are a networking organization or a business that holds large events, this is a MUST READ!

The Link->
http://www.stumbleupon.com/su/26h5bZ/soshable.com/why-every-event-in-the-world-should-allow-participant-live-tweeting/

How to Engage Your Customers:

noreply@blogger.com (Chris Mott) — Mon, 13 Dec 2010 15:51:00 +0000

As a business society we are now trying to engage ourselves and our businesses into social media, the question always is...What's Next? You have taken the 1st step by creating your business page on Facebook, or you have created a Twitter account and you wonder how you are supposed to use it to achieve your business goals which 99.99% of the time, to generate sales.

I see people write questions everyday on LinkedIn such as: How can I get more Twitter followers or Facebook Fans? The idea here being the more followers you have the better chance you have of creating a sale. While sometimes this is true, social media does not necessarily follow this pattern. Whether you have 50 or 50,000 twitter followers, these "tweeters" do not mean very much if you are not engaging with them, answering questions or updating your pages regularly.

Be wary of any Website who promises to get you 5,000 Facebook friends for just $60/month or some sales pitch like that. Many of these companies use a spam-type program which creates "fake friends" and does not target people that may actually be interested what you have to offer. It can be time-consuming and work intensive to find your loyal followers, but your prospects for business development using social networks will be better for it.

The key in social media is all in the content. If you are creating captivating content that interests your followers or fans, you stand a much better chance of having your company's message shared across social networks (going viral). In turn you have a better chance of finding potential customers that can't wait to hear about a new product that you are launching or read your next blog posting.

If you make it easy for your current customers to contact you on social media, they will be more likely to continue doing business with you and will refer you to their connections. Much like traditional customer service work, social media is an important medium in generating feedback from your customers. Transparency in business practices makes some industries cringe, and social media by its very nature forces businesses to put themselves out in the public eye for scrutiny. Answering questions and concerns out in the open not only pleases the customer with the issues, but will also promote good will among your fans and potential customers.

Social Media in many ways acts as a tool for PR and customer service in your business. As you get more engaged with your customers and better at creating content, the fruits of your labor will be in full bloom.

More information at Social Media Mid Atlantic

InFinity by LinkedIn

noreply@blogger.com (Chris Mott) — Fri, 10 Dec 2010 18:34:00 +0000

A slideshow of your network! Click on the link and sign-in to see a new way to look at LinkedIn. Let me know what you think of it.

http://infinity.linkedinlabs.com/

Social Networking: The Future

noreply@blogger.com (Chris Mott) — Mon, 06 Dec 2010 15:22:00 +0000

Awesome Presentation! Social Networking (Past, Present, and Future) by Mark Suster at the CalTech MIT Enterprise Forum last October:

Let me know what you think!

V3+caltech+mit+enterprise+forum+ +social+networking

View more presentations from Christopher Mott.

If You Were Groupon, Would You Have Taken Google’s Offer? [POLL]

noreply@blogger.com (Chris Mott) — Sat, 04 Dec 2010 18:46:00 +0000

My take: Groupon's business model has some holes in it. If I was CEO I probably would have taken the offer but a Facebook-Groupon partnership makes more sense to me.

Take a look at Mashable's article and feel free to comment or share this link with others!

If You Were Groupon, Would You Have Taken Google’s Offer?

5 Ingredients to Social Media Success

noreply@blogger.com (Chris Mott) — Fri, 03 Dec 2010 19:49:00 +0000

The Recipe

How The Top 10 Service Franchises Leverage Social Media

noreply@blogger.com (Chris Mott) — Thu, 18 Nov 2010 14:41:00 +0000

Check out this SlideShare Presentation:

How The Top 10 Service Franchises Leverage Social Media

View more documents from Chris Anderson.

Do I have to join the crowd and learn about social media? | HeraldTribune.com

noreply@blogger.com (Chris Mott) — Mon, 25 Oct 2010 18:15:00 +0000

Interesting Article: Do I have to join the crowd and learn about social media? | HeraldTribune.com

Social Media is a Marathon, Not a Sprint

noreply@blogger.com (Chris Mott) — Mon, 25 Oct 2010 13:51:00 +0000

Although it has been a few years since businesses have created a budget line item for “online” many still wrestle with the idea that Social Media is a long term project and probably will not yield immediate results. In much the way that traditional media required repetition of messages to build a company's brand, social media marketing requires a business to engage with it's customers and itself (greater detail below) for a time before the business can make in-roads and generate new customers. If you as a business owner intends on being in business five years from now, the sooner you begin to create an online marketing strategy the greater the chance that you will stay in business.

It may not take five years for your business to build it brand online, and let's face it, if it did take five years, it's probably already too late. Planning now for the changing business environment will put you in better position to communicate with clients and build their trust online. When I speak with businesses, I suggest that they plan their online marketing efforts at least one to three years in advance. Even though the Internet changes daily and there is no telling what may come even three months from now, I think general goals for online marketing every 6 to 12 months are a good place to start.

Are you talking to yourself?

When a social media page is created for you business you may feel initially that communication is only flowing one way and it seems like you are talking to yourself online. Unless you are a brand that is somewhat established this is very normal. You may be getting new followers or fans everyday, but these new people want to feel you out first before they engage in communication with you let alone give you money for your services. The speed to which you start to receive feedback from potential customers online is almost always due to the content that you are publishing online. Content is the extension of your business online and if your content is poor or does not have a clear connection to your business or product these “new” followers will tune out your messages, or just pick up a leave altogether.

The key in running a Social Media campaign for your business is to stay in it for the lone haul, because like many things in business this industry is going to be about staying power and the value you will provide clients.

Social Media Marketing Strategy Twitter vs. Facebook: Which is Better

noreply@blogger.com (Chris Mott) — Fri, 22 Oct 2010 16:45:00 +0000

This is a great posting by Online PR News on the Pros and Cons of both Facebook and Twitter

Social Media Marketing Strategy Twitter vs. Facebook: Which is Better

Why isn't your business using Social Media?

noreply@blogger.com (Chris Mott) — Tue, 19 Oct 2010 15:00:00 +0000

The apprehension of using Social Media for business comes from the way Social Media is depicted in traditional media. Facebook was the subject of hundreds of news stories on TV and in the paper about privacy concerns yesterday. I would never downplay the severity, because the breach of a person's information is very harmful and dangerous. On the other hand I would say that a business page on a social network is much less of a security risk than a personal profile.

The latest security breach was found in Facebook applications. About 90% of Facebook applications are found on individual profiles and not business pages. A business certainly can and do use Facebook Applications, and all applications (just like everything we do on Facebook) are only used on an opt-in basis. Most businesses use pages like Facebook or Twitter as marketing tools rather than a place to post personal information.

What traditional media never reports on is the hundreds of success stories of businesses using social media to increase customer service ratings and target customers better than any TV commercial or newspaper ad could. If Social Media campaigns are created carefully and carried out effectively, this medium will be a very safe and highly effective way to market and brand your company.

If your business doesn't use social media as a marketing tool, why do you think you aren't?

The Best Social Networks for Any Industry!

noreply@blogger.com (Chris Mott) — Mon, 18 Oct 2010 16:26:00 +0000

Many businesses are looking for new ways to utilize social media to promote themselves, check competitors and open up better channels to speak to potential customers. I have compiled a list of the best industry specific social networks. I came up with this list based on site traffic, google search rankings and membership level.

Feel free to add additional categories and sites. If you have other questions or comments let them be known! Here is the list:

Accounting- http://www.accounting-networks.com/

Art & Design- http://www.art-networks.net/

Attorneys- http://connect.legalrow.com/

Automotive- http://wheelstv.tv/mygarage/

Books- http://www.shelfari.com/

Business- www.linkedin.com

Charity- http://www.the-charity-network.com/

Deals & Discounts- www.groupon.com

Education- http://education.ning.com/

Employment- http://www.linkedin.com

Family- http://efamily.com

Fashion- http://www.fashionising.com/

Financial Services- http://www.socialturns.com/

Food- http://www.grouprecipes.com/

Home Improvement- http://www.bejane.com

Music- http://www.last.fm/

News- http://www.twitter.com

Politics- http://politics4all.com

Real Estate- http://activerain.com/

Science- http://www.researchgate.net/

Small Business- http://qapacity.com/

Sports- http://mvpspot.com/

Travel- http://www.wayn.com/waynsplash.html

I will add more later in the week!

Developing an Effective Social Media Campaign

noreply@blogger.com (Chris Mott) — Mon, 04 Oct 2010 20:53:00 +0000

As more and more businesses see the potential of social networking in promoting their business and connecting with potential customers, those who have mastered the nuances and applications of the more popular social networks are more in demand. Choosing just anyone to be your businesses' "Social Media Manager" is becoming a very important business decision and should not be taken lightly. The days of asking your twenty-something nephew to run your Facebook page or blog are just about over. This post discusses ways that your business can and SHOULD position itself in the Social Media world. I will also explain some important factors that should be considered when deciding how to go about carrying out a Social Media campaign into your marketing/PR plan.

The early arguments against using Social Media to brand a business was that "Facebook is just a fad" or "Social Media doesn't sell." Many businesses even now have not bought into the "hype" of Social Media. Imagine a world where customers could write about a positive and negative experience that they have had with a business, share it with the whole world and their comments can never be recanted. Yes, ladies and gentlemen, that is the world we live in today! Whether or not you choose to play the game or not you are still a part of if. Just as you would never want to have a bad news story or two on the six o-clock new (e.g. BP) negative press posted on Twitter can be damaging. (Possibly even more so.)

The important thing is, if you have a properly built social media plan you can meet many of your challenges and customer complaints head on. If you present your business on social networks and have a system of correspondence with your clients in place your business will be seen as transparent and authentic. Who would not want to broadcast good will to thousands of potential customers.

Some important questions to think about before carrying out a Social Media campaign into your business plan include:

1) Who is the target market we are looking to reach?
2) Will we use social media for PR or promoting and selling products?
3) Do we need to have an in-house team manage Social Media or can this be outsourced?

Target Market
Social Media is more than Teenagers and young professionals. According to a report from Forrester Research, the use of social networking by people aged 35 to 54 grew 60 percent in the last year. When I ask my clients who their "target market" they typically say something like (18-49, Male, middle to high income). What I really mean when I ask that question is, what are some interests your "target market" have or what does your perfect client look like? Most businesses do not drill down that much on their target market but Social Media not only allows for that, Social Media encourages it. If your company sells a certain trinket, wouldn't be nice to know where to find people who use and love that trinket? Common sense I know!

PR or Marketing...or Both
Often times businesses will publish a Facebook page without much idea of what they should post or how they should really use it. Before I even work on a proposal for a client I need to know what they want to do with their site. Some businesses create separate profiles for customer service and sales, which is good. The key is to make sure to spend equal time on both. If a potential customer buys your product and cannot get a response when they have an issue or question then that customer may be lost forever. After that happens that negative press that you just love comes out. When a business tries to create a sales page under the illusion of a PR page that is where businesses run into trouble. If you try to draw many followers to your business page and stuff ads and spam down their throats, you can lose all of them very quickly.

In-House or Outsource?
This is a tough one. What I suggest if you do not have employees that are well versed in social media management or "know just enough to be dangerous" is to find someone to implement the initial Social Media plan. This development time is typically (3-6 months). After your social media plan is executed have the consultant train your staff on how to interact with clients, develop creative content and integrate social media applications. The knowledge that your staff gains will be invaluable to your business as time goes on.

Overall, I think that every business should and at some point will use social media. It's really a no-brainer and will save your business thousands of dollars in the long run, rather than wasting money on traditional (dying) advertising.