Musings from South of Market

5x7 Folded Card

2011-12-13T12:42:00.001-06:00

Year In Review Holiday Card

Create photo new year's cards at Shutterfly.com.

View the entire collection of cards.

10 Scariest Enterprise Social Networking Mistakes

2011-10-29T14:13:00.001-05:00

Read this article. Read #6 again. Now, again. This is more common than most people realize. Monitor who has access to your accounts. I know of one rogue intern who held a major brand's Facebook account hostage for 72 hours.

#6 Many organizations' social media efforts started at a grassroots level, with accounts being set up and administered by individuals who were not necessarily sanctioned to do so by their organizations. This is a problem that gets worse when said people leave the organization--and take their credentials with them."

10 Scariest Enterprise Social Networking Mistakes - The BrainYard - InformationWeek

Retailers are finally using social media to listen, not just sell

2011-10-29T14:05:00.002-05:00

Platforms like Twitter and Facebook not only give businesses a chance to promote their wares and build brand loyalty, they also offer an opportunity to respond directly to shoppers and pick up on consumer opinions and trends.

While the new social media landscape means a small customer-service misstep can mushroom into a big public-relations embarrassment on YouTube or Twitter, the ability to monitor consumer tastes also gives retailers access to a trove of information that may help them as they plan product lines and inventory.

Link: http://www.usatoday.com/tech/news/story/2011-10-29/social-media-retailers/50981430/1

Better April than never

2011-04-06T15:37:00.003-05:00

I am mortified that this is my first blog post of 2011. It's April! Now that I work full-time as a social media director (great job!), blogging for my own enjoyment has taken a back seat. It also hasn't helped that we're training our poodle puppy, Josie, to be a good city dog. She has developed an unhealthy fascination since moving to the city with barking at people riding bicycles and pretty much anything else that moves. A few good posts are in development so thanks for hanging in there.

Creative use of tweets this holiday season

2010-12-22T06:40:00.001-06:00

I've seen posters made from Facebook posts and Wordle graphic clouds but Twitter wrapping paper?

As part of their campaign promoting the new RF510 laptop, Samsung launched TweetWrap earlier this month. Users can choose to mark their wrap with recent tweets containing holiday-related hashtags (such as #HappyHolidays, #MerryChristmas, or #Santa), or the latest tweets from any user.

I made a great design from my dog's Twitter account. Since I missed out on the freebies, the cost was $6.95 for a 19" x 76" roll (includes shipping).

Image: mashable.com

How Best to Leverage Social Media Sites

2010-12-20T17:33:00.003-06:00

Social media marketing is expected to dominate this year -- so much so that 81% of CMOs plan to link their annual revenues to their social media investment, according to a recent survey by The CMO Club and Bazaarvoice.

CMO.com has produced a handy-dandy one page chart to guide your social media efforts. I have to say that I agree with most of it except that Facebook has improved it's SEO attractiveness since the chart was produced in February 2010.

Download PDF chart from CMO.com.

Getting technology kicks on Route 66

2010-04-14T19:11:00.002-05:00

Ok, so this story has nothing to do with MarCom! I loved writing about this innovative students and what they're doing to revitalize interest in Route 66.

In case you can’t get to St. Louis, Oklahoma City or other landmarks along famed Route 66 on your own, three Cal State East Bay students in the graduate multimedia program are making it easy through technology and one souped-up 1969 Volkswagen Bug.

Students Ann King, Tina Lai and Marc Meyer proposed designing a multimedia experience of Historic Route 66, also known as the Mother Road, for their graduate thesis project. At the multimedia project debut June 13, they plan to roll out a retrofitted car with windshield-mounted computer monitors that let users navigate through 3-D recreations of Route 66 through photos, maps, audio and video clips.

“The Mother Road project accomplishes something that is quite special and rare in media development today," said Rafael Hernandez, chair of the Department of Music and director of the multimedia graduate program. “With a sensitivity to simpler times –– times before information was just a second away in the form of the Internet –– they are able to spin a yarn about an important part of American culture, Route 66, without letting that which is so markedly different about then and now –– the technology –– get in the way.”

The team has taken jaunts along Route 66 and plans a team trip over spring break from Hayward to Amarillo, Texas, the midpoint of the route. None of the students have driven the full route from Chicago to Los Angeles, where it terminates at the Santa Monica pier. These trips helped them crack into what King described as “the Route 66 network.” Many Route 66-related associations and museums are aware of the CSUEB project, and several supportive members hope to attend the team’s debut in June.

King, who earned her undergraduate degree in photography and digital design from Cal State East Bay, has served as primary photographer for the project. She also cold called businesses and associations for information and donations.

“It has been helpful to be affiliated with Cal State East Bay,” said King. “ People know we’re not trying to profit from their assistance.”
King was also instrumental in securing the much needed platform interface – the VW bug.

“The stories I could tell about scouring junkyards and being chased by yellow jackets,” she said.

Some unexpected CSUEB connections aided the team. The original owner of the ’69 VW bug used in the project attended classes at then Cal State Hayward. The car eventually belonged to restorer Jordan Hart who, although not a CSUEB alumnus, donated it to the program. Another CSUEB alumnus, David Co is general manager of the Hayward Maaco auto body shop and donated the car’s paint job –– in CSUEB red.

Lai, a CSUEB grad with a bachelor’s degree in multimedia and computer software development, embedded Wii hardware into the VW bug. Google Earth provides the geographic information and Google sketch-up models populate the data. The route is not designed to be architecturally accurate; rather the team focused on the journey and user experience. When the user reaches key geographic points along the route, video and archival images appear encouraging the user to interact. Honk the horn, and the user is back on the route driving to the next destination.

Meyer filmed the team’s progress to post on their project Web site and is producing video content that will be shown inside the Bug. Ironically, Meyer once owned a Volkswagen Bug and lived in Flagstaff, Ariz., where he drove along Route 66 every day.

The students say the most surprising thing they learned while working on their graduate project was that Route 66 largely has faded from the American consciousness. Lai flew to Chicago to conduct research and discovered that many residents didn’t know where Route 66 started.

Meyer, on the other hand, discovered that strong interest in “Old America” prevails among international visitors. He met significant numbers of German, Italians and Japanese citizens touring the route, because, he says, “this is America to them, a James Dean-era America.” Meyer said he paid little attention to Route 66 when he lived in Arizona.

“The street signs were ever present, so I just took it for granted,” he said.

“When I asked passersby at the Santa Monica pier where Route 66 ended, no one knew,” King said. “We were standing right there on the pier where the route ended!”

So what happens to the VW bug after the project is completed in June? The team members said they hope it eventually will end up as an installation piece at a Route 66 museum.

“Of course, that’s after we all travel the entire route showcasing the car at all the businesses and associations that have been so invaluable to this project,” Meyer said. “We hope we make some small contribution to the Route 66 story.”

Follow the team’s progress at http://mmgrad.csueastbay.edu/themotherroad and view video updates narrated by Meyer at http://vimeo.com/user2464111.

Photo: L-R: Marc Meyer, Ann King and Tina Lai with their high tech VW Bug. (Photo Courtesy: Ann King)

http://kimlegocki.blogspot.com

What does your social media policy really say?

2010-03-09T12:47:00.011-06:00

Read the first paragraph of your social media policy - it tells you a lot about what your company thinks about online social interaction. For fun, I read through some policies included in the online database of social media governance.

State of California
Agencies and departments are encouraged to use Social Media technologies to engage their customers and employees where appropriate. Many state entities, including the Governor’s office, have used Social Media communication with great success, but as with most technologies, there is a measure of risk to address and mitigate. The following requirements will assist in risk mitigation.
What it really says: Social media is risky...beware.

American Red Cross
This information will familiarize you with our national social media philosophy, invite you to find, join, and participate in our national social media presence, and guide you in creating your own local social media presence. ...We love building online communities using social media tools, but make no mistake, adopting a social media strategy at your local unit is a significant commitment of your time both daily and long term. We think it’s worth it, but plan accordingly!
What it really says: Social media is a time suck.

Cisco
With the rise of new media and next generation communications tools, the way in which Cisco employees can communicate internally and externally continues to evolve. While this creates new opportunities for communication and collaboration, it also creates new responsibilities for Cisco employees. Please be aware that violation of this policy may result in disciplinary action up to and including termination. Common sense is the best guide if you decide to post information in any way relating to Cisco. ..Because you are legally responsible for your postings, you may be subject to liability if your posts are found defamatory, harassing, or in violation of any other applicable law...You agree that Cisco shall not be liable, under any circumstances, for any errors, omissions, loss or damages claimed or incurred due to any of your Internet postings.
What it really says: Social media is owned by lawyers...do one thing wrong and you're fired.

Coca-Cola
Every day, people discuss, debate and embrace The Coca‐Cola Company and our brands in thousands of online conversations. We recognize the vital importance of participating in these online conversations and are committed to ensuring that we participate in online social media the right way. These Online Social Media Principles have been developed to help empower our associates to participate in this new frontier of marketing and communications, represent our Company, and share the optimistic and positive spirits of our brands... The same rules that apply to our messaging and communications in traditional media still apply in the online social media space; simply because the development and implementation of an online social media program can be fast, easy, and inexpensive doesn’t mean that different rules apply.
What it really says: Social media is brand management.

Smithsonian Institution
This Web and New Media Strategy is part of a comprehensive Institution‐wide strategic planning initiative currently underway at the Smithsonian. The strategic recommendations included in this report are closely aligned with the Institution’s overall direction and efforts to consider the issues of digitization and revenue generation...This strategy describes transformational change for the Smithsonian. It can be successfully implemented if the Institution begins now to actively prepare itself and to accept that change will be achieved incrementally, one small victory at a time.
What it really says: Social media is part of the overall strategy (impressive!).

Yahoo!
Yahoo! believes in fostering a thriving online community and supports blogging as a valuable component of shared media. The Yahoo! Personal Blog Guidelines have been developed for Yahoos who maintain personal blogs that contain postings about Yahoo!’s business, products, or fellow Yahoos and the work they do. They are also applicable to Yahoos who post about the company on the blogs of others. The guidelines outline the legal implications of blogging about the company and also include recommended best practices to consider when posting about Yahoo!.
What it really says: CYA - there are lots of hungry lawyers out there.

Are textbooks going the way of the card catalog?

2010-02-25T16:13:00.004-06:00

Totally not MarCom related but this is my first byline at work..exciting!

With the cost of higher education soaring more than 30 percent in the past 10 years, lawmakers and academicians are looking to replace pricey textbooks with affordable learning solutions such as some e-books and greater use of library resources. Gov. Arnold Schwarzenegger, for example, estimates the state could save up to $350 million annually by making the switch.

Not so fast, said California State University, East Bay Librarian Aline Soules. There are issues to resolve before considering e-books as a fiscal solution for a large urban serving university.

“Making a paradigm shift of this magnitude is more complex than we realize,” Soules said.

In a research by Soules, “E-books and user assumptions,” published in November’s Serials: The Journal for the Serials Community, she points out that while e-content sellers, such as Springer, have conducted studies of users’ e-book habits, most were conducted at research universities specializing in engineering.

More

Rule #1 when reading customer feedback: don't go psycho

2010-02-17T18:31:00.009-06:00

"Customer satisfaction and loyalty start with listening, " writes Ariel Finkelstein in "How to Make the Most of Your Customer Feedback” for Chief Marketer. “Listening and engaging directly with your customers is critical to service, support and brand loyalty.”

One San Francisco Bay Area book store owner took “engaging” to a whole new level when she responded to a poor Yelp review about the condition of her store with “"Why don't you come in here and say it to my face?" she wrote."Are you too much of a coward?”

After multiple email exchanges, the book store owner ended up on the doorstep of the customer’s home. She says she wanted to apologize for her comments, but instead there was a physical struggle, and she was “booked for battery and remanded to San Francisco General Hospital for a mental health evaluation.”

Bear in mind that this person wrote the sixth review and, except for the first one, every reviewer mentioned the store’s cleanliness and lack of organization. If the owner had heeded the advice and cleaned the store, she probably wouldn’t have a restraining order against her.

Finkelstein ends the article, “It's what you do with the feedback that will show your customers how serious you are about real engagement.” Enough said.

Credit Cards, Business Cards and...Social Media Cards?

2010-02-10T11:56:00.018-06:00

So, how are you promoting your Twitter, Face book, Digg, etc...accounts with people you meet? Mashable wrote about paperless business cards but not all industries, e.g. higher ed, are ready. Problem solved with the social media card. Check these out:

From hostelmanagement.com, here is a card from @BlenzCoffee:

Larry Kless was able to utilize the same name across multiple social media platforms (something we couldn't do at the University due to cybersquatters):

An impressive example from Alex Veurmele in The Netherlands about incorporating your personal brand into social media. His little picture even pops up on the Web Site tab of the browser.

Here's my favorite from Matthew Epstein based upon the Face book concept. "I wanted my business card to scream cheesy social media concept!" I think you achieved it!

http://kimlegocki.blogspot.com

Guess what? We're changing our name (again).

2010-02-09T19:26:00.008-06:00

I came across an interesting article in Time magazine on the "10 Worst Corporate Name Changes." Comcast changing over to Xfinity on February 12, 2010 was suggested as the worst. Yeah, that one is pretty bad.

After a little searching, I came across famousnamechanges.com who identified that our beloved Google was formerly backrub.com in 1996?! Diet deluxe became Healthy Choice (good choice) and ValueJet became AirTran (I remember this from living in Florida at the time of the '96 everglades crash).

These hit close to home because I heard a former employer is undergoing yet another name change - I'm guessing it's the 8th name in less than 20 yrs. My sympathy for the poor in house MarCom team who will have to write yet another brand standard manual that they will spend 80% of their time enforcing. Sorry, guys!

Photo credit: Top: Kristoffer Tripplaar / Sipa

Social Media Has to Be More Than HYPE!

2009-08-31T07:25:00.012-05:00

Ugh...the hype and overhype to use social media to "engage" is tiresome!

Social media has to be more and do more if it’s going to survive as a viable tool in either a corporate or higher ed environment.

Duct Tape Marketing recently summarized 5 Tips for Getting More from Social Media Marketing to which I say …amen.

1) Integrate – Don’t treat your social media activity as something separate from your other marketing communication (marcom) initiatives.

2) Amplify – Use your social media activity to promote your content housed in other places. Great idea for whitepapers.

3) Repurpose – Take good content then bend and shape into different formats for release via social media platforms. Promote a whitepaper on Facebook, Digg, Twitter, and LinkedIn using different angles and headlines.
4) Lead generate – … it’s three steps – meet and engage in social media, lead to content elsewhere, content elsewhere presents the opportunity to buy.

5) Learn – Set up an RSS reader and subscribe to blogs, visit social bookmarking sites like delicious and read what’s popular, create custom twitter searches for your brand, you competitors, and your industry, and closely follow people on twitter who have a reputation for putting out great content.
http://kimlegocki.blogspot.com/
Image from http://www.simpsoncrazy.com

10 Things I Learned at "Chicks Who Click"

2009-08-26T17:29:00.017-05:00

The CWC conference really generated buzz and several people have followed up to get my thoughts on the event. This summary is for them in hopes that they attend the next CWC themselves!

1. You're not a alone -find like minded women in Girls in Tech who are “focused on the engagement, education and empowerment of like-minded, professional, intelligent and influential women in technology.”

2. Read Mindset by Carol Dweck It’s as applicable to you as a manager or you as a Mom. Dweck also describes how mindset in part contributed to the downfall of Enron. Interesting...

3. Embrace and appreciate the following learned from Meagan Marks because this little ditty is not easily summarized anywhere on the web: Create a Facebook group when you want a platform for open dialogue and exchange with minimal moderation. Create a Facebook page when you want a single voice communicating from the “top down”. For example: alumni groups, etc…

4. Social media panel collectively agreed the Obama campaign was the best example of doing social media right, e.g. the campaign used the informal video format well to give viewers a peek under the hood. Check out Social Media Lessons from the Obama Campaign.

5. Other social media advice:
(1) Make sure you let followers know you’re listening by responding and engaging. (2) Don’t overreact to negative comments. If you have a valid business reason for doing something, explain it. Most will understand and appreciate the respect you’re giving. The rest you’ll never please not matter what you say or do. (3) It’s ok to take a “wait and see” approach.

6. Want a job with a social media platform? Then engage with them online. Post ideas, feedback, etc... on their forums to make yourself known.

7. Inspiration from @techmama to be patient with your social media, “I talked to the forest for almost 2 years.”

8. Don’t import your tweets into your Facebook profile. FB users want personal postings.

9. Foodzie carries the most amazing sea salt caramels from Sweet Revolution! "We. Can’t. Stop. Eating. Them.! Said 7x7 Magazine ...and neither can I!

10. If you’re thinking of starting a company – spend time getting a balanced and strong “founding” team in place. Tech, biz and marketing is a good mix of strengths.

And what did you learn? Thanks to all the amazing people I met. For more info, check out http://www.chickswhoclick.net/.

http://kimlegocki.blogspot.com

Should you respond to that snarky comment or not?

2009-08-14T17:53:00.005-05:00

Today you quickly scan over the Google alerts that just arrived in your email inbox and find that some blogger posted a negative rant about your company.

Great..now what do you do?

I was poking around online and discovered a terrific response workflow chart from...are you ready?...the US Air Force!

It is a simple yes/no decision tree in three (3) key steps: Discover, Evaluate & Respond

Discovery:
Has someone discovered a post about the organization? Is it positive and balanced? Yes or No

Evaluate & Respond:
Is it factual and well cited? Response: Leave it alone
Is this site dedicated to bashing? Response: Monitor only
Is the posting a rant, rage or sarcastic? Response: Monitor only
Are there errors? Response: Fix the facts
Is the posting due to a negative experience? Response: Rectify the situation

There is more to this document so check it out for yourself by clicking here.

Source: Air Force Web Posting Response Assessment V.2

10 Free Sites to Post Your Press Release or Article

2009-08-11T15:08:00.003-05:00

With limited public relations and social media budgets, it's important to maximize budgets. I recently searched for sites to place press releases and articles at no cost...hope this can be of help to others.

http://www.pitchengine.com
PitchEngine is not another wire service. It's a social platform that enables PR to effectively package stories and share them with journalists, bloggers, and influencers worldwide via the social web. A dynamic blend of traditional PR and a more progressive, conversational method, our Social Media Release opens doors and engages readers with multimedia content shared via Google News and apps like Facebook, Twitter and more.

http://www.digg.com
Digg is a place for people to discover and share content from anywhere on the web. Everything on Digg — from news to videos to images — is submitted by our community (that would be you). Once something is submitted, other people see it and Digg what they like best. If your submission rocks and receives enough Diggs, it is promoted to the front page for the millions of our visitors to see. Because Digg is all about sharing and discovery, there’s a conversation that happens around the content. We’re committed to giving every piece of content on the web an equal shot at being the next big thing.

http://www.pressreleasepoint.com
PressReleasePoint.com is a free press release distribution website to connect PR professionals with journalist. Both online marketers and PR firms can take advantage of free press release distribution service to reach potential customers or target readers through various news channels. News posted on PressReleasePoint.com can reach print media outlets, online media channels, blogs, Yahoo, Google News, Topix, Other online news aggregators and search engines. Search engine optimized press release will also help companies gain more online credibility and authenticity among search engines, which will eventually result in better page rank and more search traffic to the site.

http://www.reddit.com
Reddit is a source for what's new and popular on the web. Users like you provide all of the content and decide, through voting, what's good and what's junk. Links that receive community approval bubble up towards #1, so the front page is constantly in motion and (hopefully) filled with fresh, interesting links. choose your title carefully -- make it useful, provide context, and be descriptive. Be careful though, if you're too aggressive it could backfire. Phrases like, "Vote this up to spread the word!" or "AMAZING!" tend to annoy most redditors, who will make sure your post doesn't see the light of day.

http://www.newsvine.com
Like a newspaper column, your Newsvine column is a place to write about or point to (seed) anything you consider newsworthy. It could be an eyewitness account of a news event you observed or just an editorial piece about something that happened to be in the news that day. The only two requirements are that the item not be self-promotional, inflammatory, or otherwise against the Code of Honor, and that it could be considered "newsworthy" by a reasonable person.

http://www.clickpress.com
ClickPress a dynamic archive which journalists can search for leads, news releases posted to our service are crawled by some of the world's major search engines. This means your content is more likely to turn up in a search engine when a journalist enters a related search query.
Posting news to ClickPress is free.

http://www.prlog.org/
PRLog is a free online press release service. You can submit your press releases at no charge. All of our services are free. Immediate distribution to 11 key search engines, 40,000 RSS feeds, Google Web Gadget and Multiple daily newsletters (Opt-in).

http://www.newswiretoday.com
Our mission is to ensure that every organization has access to the media, regardless of size and geographic location. Our service is FREE of charge for basic inclusion.

http://www.i-newswire.com
i-newswire.com is a free press release distribution center. Unlike many other press release distribution services, we care about quality press releases. A common problem in today's distributions are distributors who publish anything to make money. This results in journalists and editors ignoring such places after time. Journalists and editors visit sites like our's to find the latest news. A featured press release will help you to help journalists and editors to get all the facts from one place instead of having to browse your site to find a logo that fits.

http://www.mainarticles.com
Main Articles is a one-stop online resource of quality article content for both writers/authors and publishers. It aims to connect both writer/authors and publishers. The site is a platform that allows writers/authors to submit their articles and for publishers/webmasters to search for quality articles for reprint -- easily and all free of charge. By submitting articles to Main Articles, writers/authors will gain massive exposure to their works and expertise. Writers/authors can better position themselves as experts in their respective fields. At the same time, Publishers/Webmasters may search for and reprint the articles from Main Articles on their own site or in their ezine. By doing so, they are able to provide greater value to their own visitors, subscribers and customers with relevant and useful content.

Do you Participate or Engage: 7 Tweeter Types

2009-05-21T20:51:00.020-05:00

Reading Spike Jones’ recent posting called “Participation is Different from Engagement”. He wrote:

...both the terms “participation” and “engagement” are being thrown around a lot these days. And they’re also being interchanged - which I think is a big mistake…

I agree, it is a big mistake. Spike is viewing it from a tactical marketing perspective but it made me think about it from an active Twitter user perspective.

I’ve been on Twitter for 163 days. Just long enough to categorize some tweeters into one of seven types based upon whether or not they "participate" or "engage":

Spewers – Their online participation is mainly limited to random spews from twitterfeed. Pick a website then spew random headlines throughout the day....really? If you don’t have the time to tweet an original thought, then I don’t have time to read your regurgitation. Buh-bye.

Sellers – “DM me now so you can learn how to make $1 Million dollars each month sitting on your butt”. Buh-bye.

Fakers – Also known as “I’ll engage you in dialog online so I can build a fake report with you before tracking down your business number and soliciting you to death before you say “not right now” then I unfollow you and move on to my victim.” Buh-bye.

Posers – Also known as “I call myself an expert so therefore I am”…they churn out endless helpful tidbits on a specific topic but never take their own advice. Early on, I followed one dude who said he was a Twitter expert and asked his followers to send him questions. I did…twice…do you think he ever “engaged”? Shortly after my second DM to him, he tweeted the importance of two-way communication so I had to unfollow. Buh-bye.

Celebrities & Characters- Ok, most don't "engage" but they are a guilty pleasure to follow...others are a boring self-love fest. I do like ones from a pet or kid's point of view. Some favorites are @bettydraper (love "Mad Men"), @elvispoodle because he looks so much like my late Homer Poodle, and @olliethecorgi

Pros – These are the SMM, PR and MarCom people that truly understand 2-way communication. You have offered feedback and constructive criticism on my articles, blogs and tweets and for that, I thank you. Especially to @KarimBakhtiar who was the first non-friend to "engage" - thanks!

Friends & Supplier Partners – It’s been a hoot learning this crazy twitter thing with you. See you online.

C’mon, admit it! You’ve done the same categorization so, what type did I forget? j

http://kimlegocki.blogspot.com/

6 things for B2B Marketers to Consider before Their First Tweet or Blog

2009-05-11T16:37:00.018-05:00

Whether or not and even how B2B companies should employ social media marketing is a hot topic on Twitter and LinkedIn Groups.

Having been in B2B MarCom for 15+ years, I thought I'd jot down some things to consider before you tweet or blog.

1) Is your social media tied to a larger strategy?
You don’t buy new equipment or hire people without a plan or purpose. SMM is no different. Instead of asking “should we use SMM?” ask “how can we integrate SMM into our marketing mix?” “Is it appropriate for our audience?”

2) Are you customers online?

Not all your market segments access and utilize the Internet equally so figure out who is online before engaging resources. Not sure how to determine this? Send me an email and I’ll share what I’ve done in the past.

3) What is your SMM persona or style?

This should be tied to your target audience. If you’re going after highly educated scientists or health care professionals, you may not want to sprinkle your blogs and tweets with OMG! or : )

4) Have you established a social media policy at your company?
Doug Cornelius, Chief Compliance Officer at a Beacon Capital Partners, had a great blog posting about developing a social Internet policy:

Think first. Remember you are publishing in a public forum.
Identify yourself. Identify yourself as an employee of the company.
Be careful about jeopardizing business relationships. Consider whether your comment may be adverse or offensive to any clients.
Be respectful. Rumors and gossip spread like wildfire on the Internet. Be respectful of your colleagues, the company, and competitors.
Follow the law. Be cautious of securities law violation and copyright violation.
Use of logos or service marks. Confirm with Legal on how to use company’s logo
or service mark.

5) How will you track and measure your feedback?

Online crisis happens in minutes and hours, not days. Stay on top of what people are saying about you. It can be as simple as setting up Google alerts and key word searches on tweetlater.com. I recently blogged about something similar.

6) Are you dedicated?

This has to be a full time, two-way effort – either dedicate resources or don’t do it at all. Sending out tweets and posting a blog can be written and scheduled in advance but what about the customer communication and interaction you’re creating? How will you respond back in 24-48 hours? Assign roles and responsibilities before you launch.

http://kimlegocki.blogspot.com/

Uh..Oh…Your Online Comment Created Angry Feedback…Now What?

2009-05-06T16:42:00.007-05:00

With an expanded online community, comes the inevitable conflict and negative feedback. Something you view as a humorous, innocent tweet can result in a smear campaign adversely affecting your online brand. This is the downside to anonymity and lack of face-to-face exposure.

5 things you can do when encountering negative backlash online:

1. Respond quickly – Make it a top priority to stay on top of this conflict. Negativity can evolve from a simple campfire to raging wild fire in minutes and hours, not days.

2. Respond simply – H.L. Mecken, regarded as one of the most influential American writers of the early 20th century, supposedly responded to all angry letters with a simple, pat response:

Dear Sir (or Madame),
You may be right.
Sincerely yours,
HL Mencken

3. Respond thoughtfully – Think with your heart, not your head. Preserving your online brand and good name should be your first priority, not getting even.

4. Monitor – Set up Google alerts, use the key word notice on tweetlater.com, etc… with your name, user name, and topic so you stay on top of things. Reach out to bloggers, tweeters and others and ask them to remove postings. Explain yourself…we could all be in your shoes one day.

5. If you’re wrong, apologize.

http://kimlegocki.blogspot.com/

MEASURE, MEASURE AND MEASURE SOME MORE

2009-04-28T22:41:00.007-05:00

The worst thing you can do is to make the time and invest the money in marketing efforts and then not measure results. Measuring results will help you improve future activities. Don’t give up if things don’t work — tweak and repeat.

Measuring results is not difficult, just time-consuming. This is a great task to assign to someone needing work during off-peak times, such as administrative assistants or customer service representatives. In order to measure the result of your campaign, ask yourself the following questions:

How many people were sent promotional fliers, invitations, etc.?

How many promotional fliers, invitations, etc. were returned? Why were they returned?

How many people participated in the event?

How many people RSVP’d for the event but did not attend? Contact them to find out why they did not make it. Was it bad timing, did they forget, etc.?

Track all the questions asked during your event or promotion. Do you see a pattern?

Did you see an increase in calls or sales of the product or event being promoted?

What were the results of the survey distributed during the event or promotion? Do you see a pattern in the results?

How many people go to your website every day, week or month? Sign up for free report from Google at www.google.com/analytics.

image from kidstoyclub.com

http://kimlegocki.blogspot.com/

E-Marketing Basics: Create a Useful Website

2009-04-26T18:57:00.010-05:00

The number of your customers with online access at work is growing. As they become more Web-savvy, more are turning to the Internet to find local suppliers. In addition, they are using the Internet to find products and for solutions to cleaning problems.

In his microsoft.com article, “10 Things Customers Want on a Small-Business Website,” Monte Enbysk outlines the following key ideas:

How your business is unique: What makes your distributorship different from all the others in your market area?

A clear sense of what your company offers: Do you offer everything under the sun or focus on a key area?

Contact information: This should include a phone number and a physical location.

Third-party validation: This should include customer testimonials, client lists, case studies, awards and recognition, positive news clippings, etc.

Secure Socket Layer (SSL): SSL is an encryption system that helps protect the privacy of data exchanged between a customer and a website. If you have an e-commerce site that takes credit card information, customers want to know that their sensitive data is encrypted. Get SSL if you don’t have it. If you do, let customers know that and about any other safeguards you proactively take.

Ease of use and navigation: If people can’t find it, they can’t buy it. Experts suggest keeping sites “crisp, clean and easy to navigate.”

Clear guidance on your processes: Your processes can be described in a FAQ (frequently asked questions) page, or separate “how to order,” shipping and/or confirmation pages. Include a way customers can contact you for more information.

A vehicle for feedback: Encourage feedback about your products and services, ordering process and website in general. Enable customers to provide feedback in quick forms or e-mail links.

Clear calls to action: Customers want signs or buttons in order to act, be it “buy now” or “sign up for our newsletter” or “click here for more information.”

Special offers: Who doesn't like a special deal? Hotel website exhibit this rule by offering special rates specifically to those making reservations on the hotel website.

http://kimlegocki.blogspot.com/

Old Way: The Telephone New Way: Twitter

2009-04-24T16:52:00.019-05:00

Twitter asks one question, "What are you doing?"

In 140 characters, Twitter users update their status with "tweets" used to advise friends and contacts what they are looking at online, doing at work, reading, etc.

While you might initially ask, "Why would anyone care what I'm doing?," Twitter is a great tool that is being increasingly used by business professionals to share knowledge, establish thought leadership and distinguish themselves from their peers.

Joining Twitter is easy.

If you set up a profile for your business, use the name of your business as your username to build brand identity.

Even if you do not plan on using Twitter for your business right away, it is highly recommended that you register your username immediately so you can control the "tweets" and prevent others from acting on your behalf.

Once you establish your username, fill out your contact information and a short bio; then, you are ready to go. Watch out...you may become an addict!

The next step is to look for other industry professionals to follow — they are referred to on Twitter as "tweeps." These tweeps can be manufacturer representatives, distributors or other peers.

I like searching for people using Twellow. Just plug in a key word and anyone with that word in their profile will be found. In addition to professional contacts, you can also follow tweeps who keep you updated on personal interests, such as sports teams, musicians, food, travel and news.

For instance, if you really like Dunkin' Donuts coffee, you can follow @dunkindonuts to get immediate information about special promotions, new menu items or discounts in your area.

Once you have established your profile and selected some of the individuals you wish to follow, you can then start using Twitter to send "tweets."

Not sure what to tweet, read the 70-20-10 rule from Angela Maier.

Want more details. Check out my article in Cleaning & Maintenance Management co-authored with Debbie Krupitzer.

http://kimlegocki.blogspot.com/

New online tools help professionals stay informed and connected

2009-04-20T00:10:00.006-05:00

Do you have a blog or a Facebook profile?

Have you edited a wiki or commented online to a news article?

If you said "yes" to any of these questions, congratulations. According to the 2008 Cone Business in Social Media Study, you're one of 60 percent of Americans who are actively using Web 2.0 or social media marketing tools to learn more about their industry, get news and information or even find a job.

The web is so much more than just static websites and online shopping. Sites like LinkedIn, Facebook and Twitter enable you to share your thoughts, ideas and personal data through free, interactive web tools.

If you think, "That's just for young people," check out an article Time magazine recently published called, "Why Facebook is for Old Fogies."

Despite many misnomers about social networking and other Web 2.0 vehicles, these interactive tools are quickly changing traditional ways of doing business.

By familiarizing yourself with the most popular Web 2.0 resources, you can maximize their potential to grow your business.

Read "how" in my article in Cleaning & Maintenance Management co-authored with Debbie Krupitzer.

http://kimlegocki.blogspot.com/

Old Way: Rolodexes And Resumes New Way: LinkedIn

2009-04-19T23:32:00.012-05:00

LinkedIn is an online networking site that currently links more than 30 million experienced professionals from around the world, representing 150 industries. The site allows members to connect with other professionals with similar interests to share information and resources.

It also helps you to keep in touch with old colleagues, sales representatives or employees. LinkedIn is also a great place to post and search for jobs. If you don't have a LinkedIn profile, Cara Rybarik, an executive search consultant at the M. Wood Company in Chicago, strongly recommends setting one up.

"LinkedIn is special because it does not put you in a compromising position to post your profile," says Rybarik. "All professionals should have a LinkedIn profile, regardless of whether or not they are actively seeking employment. In fact, it has almost been seen as being unprofessional not to have a profile on LinkedIn."

To maximize the site's potential, be sure to complete your profile in its entirety by listing previous positions, qualifications, affiliations and educational background. This will increase the amount of times your profile appears in searches. "The world of executive recruiting is changing," notes Rybarik. "More of the online focus rests on social networking sites. Job boards are saturated with outdated resumes, so LinkedIn allows you to stay connected so companies can locate qualified candidates."

Members can join specific groups on LinkedIn that are designed for professionals with similar interests. These groups are useful forums for asking and answering questions.

A search using the keyword "cleaning" on LinkedIn's groups' page reveals several different cleaning-related groups, such as "Janitorial Management," which is a group for owners of janitorial companies and managers of janitorial staff. Another example is "Cleaning and Restoration Experts," a group that encourages participation by carpet, upholstery and tile/grout cleaners or water, fire and mold restoration experts.

Another LinkedIn feature is the ability to "recommend" contacts. In the past, departing employees might have asked for a letter of recommendation for future job interviews. Now, employers, colleagues or other contacts can simply post an online recommendation of the individual. This is a great way for building service contractors or cleaning companies to obtain testimonials from satisfied customers. With the customer's permission, these testimonials can be used for other promotional material and marketing collateral.

Excerpt from article originally published in Cleaning & Maintenance Management

http://kimlegocki.blogspot.com

Professional Development on...Twitter?

2009-03-02T21:24:00.011-06:00

Once upon a time, I had to cull through various e-newsletters and print magazines in an attempt to keep up with the latest MarCom and public relations practices...then...Twitter!

I easily obtain white papers and case studies from around the global almost daily. Now I'm on the verge of professional development overload!

Here are some from just the past couple of months:

E-book on twittering, blogging and incorporating both. http://tiny.cc/paper620

White paper: E-Mail and Social Media http://tiny.cc/paper768

White paper. Maximizing the Value of Your News: From Twitter to Google http://tiny.cc/paper

White paper on Online marketing integration http://tiny.cc/paper71

5 Top Twitter Presentations http://tiny.cc/twitterPPT

90+ white papers and essays on public relations topics http://tiny.cc/pr

E-book on how to sync your social media tools http://tiny.cc/sync564

White paper on "Improving Lead Quality in B2B Marketing" http://tiny.cc/seo259

12 Marketing Minds, One eBook…collection of twitter blogs http://tiny.cc/ebook136

2008 B2B Technology Collateral Survey http://tiny.cc/B2Bcollateral

'09 edition of Journal of Integrated Marketing Communications (JIMC) Note: Click "The Journal" on top toolbar. http://tiny.cc/jimc917

Please post or dm me at @kimlegocki on Twitter if you have other resources to share.

Thanks and see you in Twitterverse.

http://kimlegocki.blogspot.com/