Social Planet Marketing Solutions

Using Pinterest to Grow Brand Awareness

2013-05-11T12:53:00.001-07:00

Top 10 Pinterest Key Statistics for 2013

Looking to include Pinterest in your social media marketing strategy? It might be a good time—with the roll out brand pages for businesses and compelling recent findings like these:

1. 2/3 of the top 100 brands now have Pinterest accounts (Simply Measured)

2. Pinterest ranks 3^rd most popular social networking site, behind Facebook and Twitter (Experian)

3. Traffic to Pinterest increased significantly in the 1^st quarter of 2013, compared to marked declining traffic to Facebook. (RichRelevance)

4. The average consumer spends more on Pinterest than on Facebook (RichRelevance)

5. Pinterest is seeing over 4 million unique visitors daily (Brand Dignity)

6. There were 2.3 billion Pinterest page views in March 2013 (Brand Dignity)

7. 70% of online consumers find purchasing inspiration from Pinterest more than other social media platforms (Bizrate)

8. Consumers prefer to associate with brands more on Pinterest than other social media platforms (Bizrate)

9. Pinterest users engage with brands more on Pinterest than on other social media platforms and serve as content creators for the brand through the repin feature (Bizrate)

10. Mobile: The Pinterest iPhone app is downloaded 200,000 times per/day (Brand Dignity)

Top 10 Tips and Best Practices for Pinterest Marketing in 2013

http://pinterest.com/pin/123708320987076915/

Starting with the absolute basics then getting down to more advanced tactics, here are tips for amplifying brand awareness and best practices by some of the most widely followed brands:

1.) Post Regularly

Your fans are looking for inspiration, don’t disappoint. If you want your fans to keep you top of mind, provide quality images that inspire on a methodical, consistent and regular basis.

2.) Post Often

Stay top of mind for those browsing throughout the day. Leverage Pinterest’s business analytics to determine the best days to post then create a content editorial calendar that follows suit. The worst thing you can do: post randomly, or, abandon the practice entirely.

3.) Post in Sets

Pinterest is very much like a digital magazine -- use themes, concepts, and ideas to set a cohesive tone. Think magazine layout when pushing out content on the calendar. Leverage Pinterest real estate to create a visual palette to communicate a theme, an idea or a story instead of using words and text.

4.) Get 2-Dimensional

Unlike a magazine, however, is Pinterest’s unique social platform that allows for dialogue. Get out there and be social with your fan base. Interact and dialogue with your fans. Pinterest visitors are happy fans-- they are there to get inspired, to see beautiful images, to share what they love, and they’re already in a good mood. Leverage the serendipity by rewarding your fan base with a reply from the brand.

5.) Leverage Text to Boost SEO

Maximize the limited area for text that you are allowed in your pin descriptions, including strong keywords and a link back to your website. Use messaging aligned with your brand voice and that resonates with your audience. HubSpot has found that the pins with the most engagement have descriptions that are 200-310 characters in length.

Check out how Google ranks relevant Pinterest pages when I search for “DIY Mother’s Day crafts”. Right after Country Living and Huffington Post, a few other Pinterest pages show up.

6.) Link Directly

If your user wants to see a recipe for making Shrimp Curry, then, make sure you take them there. Make absolutely sure you have the right landing page when linking your pin—don’t make the mistake of wasting the user’s time-- they may never revisit your profile or boards again. If your user wants to see a recipe for making Shrimp Curry, then, make sure you take them there.

7.) Cross-Promote

E-commerce businesses can increase traffic to your Pinterest boards where there’s better conversion by cross-promoting from other social media platforms. In the same vein, if your customer service team is better equipped to handle inquiries on Facebook, then use Pinterest to send them there.

8.) Try Something New

Leverage Pinterest to extend your brand beyond the original concept of the product, like Starbucks does with its #TWISI, The Way I See It board:

You’ll quickly notice that Starbucks gets beyond the boundaries of a coffee shop. Instead, any good memory related to coffee might wind up on this popular board—and sometimes, the pins having nothing to do with coffee at all!

Pinterest is a safe place where happy pinners are open to imaginative play, so you can get a little more creative and try some new direction with branding. It’s a great place for listening, where you can bounce new ideas and get some feedback. Leave an impression, create a mood. Have fun.

9.) Delight and Surprise

Better Homes and Gardens devotes a whole board to their Pinner of the Month. BHG clearly understands the power of spotlighting their best fans. These brand ambassadors then gladly carry their duties to other social networks, like Facebook, Twitter and Google+.

BHG's Pinner of the Month

Occasionally surprise your fans with the unexpected: a personal video message, a coupon… a chance to upload a video about something related to your brand.

10.) Create an Experience

Create a customer experience that wows and soothes the soul, and at the same time, allows your fan base to deeply connect with your brand. You will be rewarded with engaged brand ambassadors that are eager to repin and share with their friends and followers.

If you have already determined that Pinterest is part of your social media marketing strategy, then leverage your brand to connect with your fans on a more intimate level, by doing this you will be maximizing the power of social marketing to its fullest potential.

First published on ICUC Moderation Services.

Customer Service that Rocks: The Secret to Unlocking the Hidden Power of Your Customer

2012-06-27T08:16:00.001-07:00

Photo via salestipaday.com

It's not everyday a major publisher approaches you to write a book, unless you're Becky Carroll that is. It was Becky's blog, a blog she started writing in 2006, that captured a certain business publisher's attention. What was Becky writing about? Most of what she blogged about was what makes for outstanding customer service-- not rocket science even by Becky's confession but something so key to successful business that book publisher, Wiley took notice.

Social Planet had the privilege of meeting with Becky about her book, The Hidden Power of Your Customers, to uncover Becky's hidden power.

Spend Marketing Dollars on Existing Customers
Observing that her Fortune 100 clients and most businesses spent the majority of their marketing efforts on the acquisition of new customers, it dawned on Becky that little was being done for the old customer and left her wondering why was it that only new customers get the special deals. What about those who have bought your product and continue to buy your product over and over again?

From Becky Carroll's experience, it's a shift in thinking in a core business model, to focusing effort on their existing customer base, that businesses begin to unleash the "hidden power" of their customers and create a backdrop for the kind of sought-after, word of mouth customer experience that gets shared over and over again. Businesses need to invest in the customers they already have. Value them, recognize them, thank them, reward them. Extend your best services to them. That all-too-common tendency to forget a customer once you have gained the sale is exactly what you should not do if you expect substantial and sustained growth in a thriving business, according to Becky.

Use Social Media Throughout the Entire Enterprise
Customer service has never been so paramount for businesses today. With access to a worldwide publishing platform through social media and technology, the venting of bad customer experiences is only a few characters away. There's a renewed urgency for customer service to be amazing, and in fact if it isn't, the whole world will hear about it.

Businesses can utilize social media to accomplish some very important marketing functions across the board: market research, thanking the customer, listening to the customer, resolving complaints and giving businesses the opportunity to make raving fans. According to Becky, social media strategy is really more about a having a relationship strategy in place. Businesses that do, will stand apart from the rest.

Rock Customer Service by Being Proactive
To rock your customers' world, Becky offers 4 key strategies, which make up the acronym ROCK: Relevant marketing, Orchestrated experience, Customer-Focused culture and Killer customer service.

And the only way to achieve a customer service model that rocks, you have to place your existing customers at the center of everything you do as a business. This kind of customer-centric focus is methodical, thought-out, well-intentioned, calculated even for the times when the unexpected arises. In Becky's words, "You can't leave a customer experience to chance." From the first time your customers think of you to the time they recycle your product, the entire customer experience must meet the customer at every touch point in the customer's life cycle.

View more videos at: http://nbcsandiego.com.

Treat Your Customers and Employees as Assets
Companies that value and nurture their current customers get fans to talk and share, buy more, and infectiously influence others. Becky gives the example of Harley Davidson, an iconic company with cult-like status to motorcycle enthusiasts, that has seen its stock value increase over 120% over the last 3 years despite the worst economic recovery since the Depression. Exactly what percentage of Harley Davidson's marketing budget is spent on its existing customer base? A recent figure says 88 percent.

It comes as no surprise that companies with a customer-focused culture, those that provide this kind of talked-about, remarkable customer service, also tend to be the very same companies that value their employees as assets, and it's this deep respect for people and relationships at the core of businesses that unlocks a customer's hidden power as brand advocates and turns them into raving fans.

Becky Carroll is founder of Petra Consulting Group, a keynote speaker and respected panelist at industry conferences. Some of her clients include Hewlett-Packard, Electronic Arts, Ford and Verizon. We happen to be partial to the fact that you can catch her on the local San Diego NBC news affiliate as a contributor and that she teaches Social Media at University of California, San Diego.

Find her on the web:
Becky Carroll
Her book
On Twitter
On Facebook

SUFWRV9QBSSV

How in the World Do You Use Google Analytics?

2012-06-20T06:30:00.002-07:00

Does the sight of a Google Analytics dashboard make you dizzy? Have no fear. Pam Aungst to the rescue!

FREE GOOGLE ANALYTICS WEBINAR

Join us and marketing professional Pam Aungst for an introduction on using Google Analytics for business. Learn how to track your social media efforts, where your traffic is coming from, who your audience is, which tactics are working the best, which pages and topics are the most popular, how many new visitors frequent your site and more.

Date: JUNE 25, 2012
Time: 9:30AM PST/12:30PM EST
Cost: Free
Register: http://bit.ly/KihkWt

Limited seating available. REGISTER NOW!

Pam Aungst is a marketing consultant with a M.B.A. in Marketing and a B.S. in Business Administration. She's also Google AdWords Qualified, trained in e-commerce and has been building websites from code since 1997. She owns her own business Pam Ann Marketing and is also the e-Commerce Manager for ET Plastics.

Cool Tool Creates Content for your Email Marketing in a Flash

2012-06-13T07:27:00.000-07:00

Sounds like a content marketer's dream come true, create a newsletter in a flash?

Pinch yourself. Now you can.

There's a new, free email newsletter making tool called FlashIssue. FlashIssue allows you to curate stories from anywhere on the web, including your blog, and almost instantaneously create a clean-looking, content-packed communique ready to send to your email contacts. But it gets better.

On login, you're taken to a simple screen where you upload an image, choose a title and begin clicking in the stories you want to curate. Pull in content from your website by adding your RSS feed URL, and a gallery of posts with an image thumbnail will appear on the right side of the web page. Simply drag the stories to the left that you want in your email. Then add some introductory and closing text and then you're done. Done.

For sure, bookmarking great content is a whole lot easier than creating it yourself, but if that wasn't enough to save you from having to rack your brain for compelling content, it's FlashIssue's integration with email marketing providers like MailChimp, ConstantContact and Gmail that makes this tool very cool. In Gmail for instance, simply begin typing the names you want the email to be sent to. (Now if they came up with a way to send emails to a whole circle segment that really would be a dream.) For MailChimp, after permissions are granted, you simply choose which list you want to send it to. Hit 'send' and you're done. Done.

If you download the Chrome boomark plug-in for FlashIssue, you will be able to clip content for later use in your next newsletter. Check this video.

Still in beta, there's still hope that social sharing tools and social follow tools will be added to make this an even more dynamic and powerful tool. Also, the ability to format text would be a great feature.* But perhaps the greatest gift FlashIssue offers is the ability to make you a great storyteller, without the effort. Cool.

For the small business owner, FlashIssue makes a good email marketing tool. Announce an upcoming event or promotion, discuss a burning topic, take a poll to unlock customer pain points, sneak in a coupon to reward your most loyal following. But really anyone needing to communicate with a group of others on a particular topic would find FlashIssue useful: plant some ideas for a later brainstorm with the team, get the Girls Scout troupe leaders focused on the same mission, encourage your followers with a daily devotional from your Pastor. This tool makes you look like you've got it together.

FlashIssue is almost too easy to use; the temptation might be to bombard your readers with too much information. Remember though, effective marketing requires a clear strategy. Think through your goals and consider how often your readers can handle an email from you. Choose only the best of what you find, and limit yourself at that. In other words, respect the time of your readers.

Give it a go and see if it might be a good solution for you. What other email marketing tools would you recommend?

* New features, like the social sharing buttons and text formatting have been launched!

Marketing to the Customer Experience using Social Media

2012-05-23T13:02:00.001-07:00

Social media has empowered the consumer, and more than ever before has placed the customer dead-center of all marketing efforts. The first era of social media had us wildly excited about the possibilities and taught marketers the rules of social media: Listen and don't shout. But our savvy of social media is evolving and marketing professionals and businesses are learning to put into place actionable plans to reach out to customers in ways they have not experienced before. Utilizing the massive quantities of data in digital, we are learning to translate this valuable information into real-life experiences demonstrating appreciation for our customers, known to some as Customer Experience Management (CXM) or customer loyalty. The newly revised rule: Listen, take notes and make a plan to show some flesh to the customer. In other words, be human.

Rules for the Marketer in the1st Era of Social Media:

Listen, don't broadcast
Engage, evoke a response
Respond and thank often
Deal with complaints rather than ignoring them
Avoid automation if possible
Keep learning

Rules to add for the Marketer in the 2nd Era of Social Media:

Listen and take notes
Use platforms that give your customers the experience they are hoping for
Come up with a customer appreciation plan and measure your successes
Show you are human and that there's a real person behind those tweets
Discover the best ways to get your customers talking
Keep learning

Some of the companies that are doing social media well and leading the way for marketing are Zappos , American Express and KLM.

What other rules would you add to these lists?

How To Use New Social Media Tools, Like Google+ Hangouts for a Q&A Interview

2012-05-02T07:38:00.000-07:00

Emerging marketing star, Tommy Walker, was our guest for a 4-part marketing strategy series using Google+ Hangouts for 4 Tuesdays in April 2012. Over and above all of the value that Tommy shared with us, which a few key take-aways are included below, we also had the chance to get a feel for what it's like to use Google+ Hangouts as a social media medium for a Q&A interview.

The open, dynamic and public nature of Google+ Hangouts makes it possible for anyone connected, at that given moment, to participate with a click-of-the-"Join Hangout"-button regardless of their motivations. And though we some very good opportunities for discussion, one session was near chaos, with visitors popping in and out, some very distracting, and many there only out of curiosity. Several we had to "mute" their audio so that our guest could continue speaking, one we had to address and tell him that we were going to "block" him for being a distraction.

What would have been better for our interview format (and for the next time around), if we had sent out invitations to selected guests and had them check in at a specified time. This way you have a qualified audience would then have the value and the exclusivity of a Q&A with your guest.

Yet despite this, some of us (some as far away as Costa Rica) had an excellent opportunity and experience to connect with Tommy using this new social media format and glean some of his many insights into marketing strategy using new media. Here are just a few nuggets:

Think about conversion first and work you way backwards. In other words, use social media marketing tools to move toward your goals, not just to build an audience.
Email marketing is an invaluable research tool. Use email to guage and diagnose problems your current and prospective clients are dealing with, and use this for intelligence to tailor your services to address their needs.
Spending 95 hours/week on content creation is okay. No seriously, content creation using social media is an important strategy for giving you an edge over your competitors, and today with social media, there are many ways to make this connection. (Yes, this is how long it takes to put one of these videos together.)

Check out one of Tommy's creative videos from his marketing series, "Inside The Mind", on YouTube.

Tommy Walker's Blog

Tommy Walker on Facebook

Tommy Walker on Google+

Tommy Walker on Twitter
Tommy Walker on YouTube

Towards a More Social Google+ Multimedia Experience

2012-04-23T09:50:00.003-07:00

April 11, 2012 saw Google silently unveiling a major upgrade in their user Google+ interface, what +Vic Gundotra has described as a "more simple, more beautiful Google" in their blog. But 2 weeks in, many of us are still scratching our heads and wondering what is all that #whitespace for. Was this really an improvement in our social media experience with the change in navigation, a place for a cover photo (like Facebook) and a streaming newsfeed (like Twitter)? You be the judge, did Google succeed in making the experience more social?

My Google+ profile page :(

Google Already Has it In Them

Google+ designers would perhaps do better to borrow the brilliant design of their Blogger department. Instead of seeing just one person's update streaming through above the fold, why not add several rows of flip cards of updates streaming through at any given time-- very much like these "Dynamic Views" as Blogger calls them.

Dynamic Views by Blogger

Wouldn't this be so much more engaging, entertaining and interesting?-- with a click on one of the panels, you would then see what's on the flip side of the "card"... perhaps an excerpt of the link included, or, a gallery of photos from an album, or, an option to play an audio player with a message from that person?

I don't know about you, but I would certainly enjoy being able to see more than person in my news feed without having to scroll down (and the tendonitus in my right shoulder would be appreciative as well). And as a new row of updates come in, the rest of the rows move down and of course, there would be a way to pause or bookmark those updates you want to read later.

How will Google insure there is still prime real estate for those ads? Simple, just ask some Blogger designers.

Keep trying, Google+! We are all waiting...

Marketing Your Business to a New Social Class of Consumers

2012-04-18T08:32:00.003-07:00

The Internet Social Class and the Inter-Not Social Class

If you're reading this post now, you realize that something extremely invasive and powerful has changed the way we spend our lives. The Internet. The magnitude of the disruption was and still is beyond what many of us can handle. The majority of us are clamoring to regain our footing and there are some still holding on to the past. The problem here though, is that technology is advancing much quicker than we can keep up with-- something respected thought-leader, Brian Solis, calls Digital Darwinism.

Life in 10 Years

The divide between the those who are "plugged in" and those who are "not" will only widen; the result, a societal division between two vastly different groups of people, the Internet class and the Inter-Not class.

Those of us who work very hard to keep up with the ever-changing complexities of new platforms, those that draw us into the space which creates unimaginable possibilities for human advancement, will in effect, live a very different existence from those who don't. Their experiences and interactions with others will have an entirely different set of cultural mores and rules as if they were different social classes entirely.

Is This Advancement?

Few of us have the luxury of time to devote to studying every new fancy that emerges on the scene, but the Millennials will have it easier-- the way of mobile access to the world has always been at the touch of their fingertips. But as older generations live longer and the gap widens, the Inter-not class will certainly find life increasingly bewildering, frustrating and uncertain while the Inter-net class will live a fragmented existence, feeling empowered but overwhelmed.

And yet society will require all of us to somehow to work and live together.

Dancing with the Stars

Smart businesses are working feverishly to keep up with the pace of rebuilding, but on a new and untested foundation. What is clear: if they don't, they'll end up as some relic of the past, a has-been, antiquated and archaic. Creating a marketing strategy that addresses both the needs of these very different social classes of consumers becomes paramount for survival. A single business model is no longer sufficient in the digital economy. Businesses must learn (and quickly) how to Tango equally as well as they do hip-hop, relying on specialists and the best instructors they can find, and at the same time, conditioning that body to move in ways that they haven't had to before.

What do you think life will be like in 10 years from now? Leave your comments below.

Photo via Flickr

Key Asset for 2012 Business, The Social Media Marketing Pro

2012-03-21T11:38:00.000-07:00

Who needs customer service anyway?

In a tight economy, customer service tends to be the first thing that goes by the wayside but that's exactly what shouldn't happen in good business. Delivering an exceptional experience is absolutely crucial in any economy, but perhaps even more critical a depressed economy. How can you achieve this goal in 2012? One smart and less expensive way to do this is to hire a mid-senior level social media representative.

Companies seeking economical ways to win customers should also consider refining their customer outreach strategies by hiring social media specialists. L.L. Bean, the Freeport, Maine-based company best known for its sturdy snow boots, recently assembled a 10-member team to interact with customers on Facebook, Twitter and product review websites. Their focus is to answer questions, respond to complaints, alert shoppers to new products and reinforce the brand's message.

Of course, starting a social media team from scratch isn't exactly cheap, but compared to running focus groups and conducting surveys, it's a reasonable customer service expenditure. "Monitoring social media passively -- listening in to what people are saying about you -- and then taking proactive actions when needed is a good idea," notes Wharton's Fader. "It's a big step to go there, but once you're there, it's very low cost."*

Treat them well, train them well
Treat you social media marketing team well, and you'll have a very important asset to your business. Believe it or not, your ideal candidate is NOT you. Your time as a business owner or manager is better spent on developing your company, planning and managing the many facets that go together on a day-in-and-day-out basis. A better option: find a social media marketing professional that can manage your social media presence on a shepherd's schedule (that is, 24/7) and that is committed to your company brand and culture.

Don't hire an intern
Hiring an intern or just anybody won't do. Hiring an intern to do your social media is like hiring the shepherd's 10 year old son to tend to the sheep while dad's away for 6 months. Hiring an intern suggests that you have no plan or strategy for marketing your business. Outsourcing temporarily can bring some enthusiasm for a short season, but after that, what really have you accomplished? Instead look for these skills in a social media pro:

Trained in keyword search and SEO practices
Up-to-date on current social media marketing trends and best practices
A very strong writer
Knows how to network and is not afraid of finding answers
Continually learning about social media key analytics
Thinks like a producer and knows how to create content on an ongoing basis
Knows how to think beyond the tweet to create an overall customer experience
Able to float through internet space and distinguish the best opportunities for your business

Key player

And back to treating them well. Although the job of social media manager is rather tedious, arduous and unglamorous, much like that of taking care of sheep, they should be paid like your best manager-- yeah, the one that handles the majority of your business dealings with customers from day to day. A well paid social media professional will not only drive clients to your digital assets, but attract new business and interacts with them new clients on your behalf. In addition, they continue to nurture those leads providing them value and near-real time interaction for your company. A social media marketing professional is rather more like a customer service manager, marketer and networker with technical skills all rolled into one. How much is that worth to you?

Give your social media marketing manager leeway to be creative. Challenge them to come up with new ways of interacting with your fans and followers. Give your social media marketing manager time to learn and develop their skills and knowledge. Social media and digital marketing is a huge, constantly changing arena. Keeping up with what's current is half of the battle. It's pointless to think that your secretary can update your status on Facebook because, contrary to opinion, keeping up with the evolving digital technologies is a full time job.

How will your business fare in these uncertain times? Will your business be a relic of the past, or will you forge forward to new heights and reach your customers in the present?

Please leave your thoughts below.

Image credit: FailBlog

* Business Insider

How Small Business Owners are Using Social Media for Marketing

2012-02-16T09:51:00.000-08:00

Going into 2012, here are some fresh and interesting statistics on social media marketing usage by small business owners from SEO.com.

* The average marketing budget for small business owners is 9-12%
* 60% have been in their industry for over 20 years
* 75% are using social media to improve their SEO efforts
* 63% find that social media creates more loyal customers
* 56% find that social media takes more time than expected
* 27% have a current SEO plan
* 52% are increasing their SEO budget

Source:
SEO.com

Getting Social with Jesse Stay on Google+

2012-01-08T14:32:00.000-08:00

Social Planet had its first Google+ Hangout with the author of Google+ for Dummies, +Jesse Stay on January 5, 2012. We had a few technical glitches, but overall we had a great Google+ social media experience. 20 of us hung out and had the opportunity to ask Jesse questions. We had visitors from Pakistan, The Netherlands and Costa Rica among others!

+Jesse Stay is the author of 4 books, 3 on Facebook and 1 now on Google+. He's not only a social media expert but also a technology architect, speaker, strategist and a very gracious man. His programming expertise has been called upon by Apple, MySpace and Facebook just to name a few of his clients. It was a true privilege to hear some of Jesse's thoughts on Google+. A few of Jesse's insights we gleaned from our time together:

Google+ right now is more of a networking tool with a B2B audience. He calls Facebook a "lifestyle tool" and Google+ a networking tool.
Businesses should use Google+ as a secondary outlet.
Businesses that do not have an audience on Google+ perhaps should not be there.
To find out how your audiences differ on Google+ and Facebook, post the same question or status update to both and see how it's received.
Create engagement by posting something that engenders either joy or anxiety. Research shows that these two emotions cause people to react.

One of our hangout guests, +Mike Poynton of +Paradise Social who has a social media marketing business in beautiful Costa Rica, was so inspired by Jesse that he hosted his very own Google+ Hangout a few days later spotlighting the gorgeous paradise of one of his clients involved in tourism. Mike's business is surely going to bring a lot of interest to Costa Rica because of the richness he can provide through this innovative social experience with Google+.

If you get a chance to learn from Jesse, you're in for a treat. Social Planet extends our gratitude to him. (He'll be speaking at the Small Biz Business Summit, hosted by Social Media Examiner in February.) Get Google+ for Dummies at Amazon today!

Erik Qualman, in a Q&A on His New Book, Digital Leader

2011-12-30T06:00:00.000-08:00

Erik Qualman's next bestselling book, Digital Leader

Being a leader in the world today is more complicated than ever. A vortex of distractions and demands, plus the potential for public disaster are very real with the advent of social media and the Internet. And forget privacy. Regardless of whether you say anything yourself online, someone is mentioning you, someone is posting a photo of you, someone knows where you are. Your online actions, believe it or not, are being etched in history for the world to see, defining who you are, who you were, and who you will be. And so goes the premise of international best-selling author of Socialnomics, Erik Qualman in his new groundbreaking book, Digital Leader: 5 Simple Keys to Success and Influence.

In this Q&A, SOCIAL PLANET gleans some of Erik’s tremendous insight into living successfully in the digital age, and, we also get a little beyond business as well.

SOCIAL PLANET: The structure of your book centers around the acronym STAMP, what you call the 5 keys to success and influence. Could you tell us more about them?

EQUALMAN:

Simple - How to find success by paring back, focusing, and narrowing things down to their element.
True - The process of becoming and remaining true to your passion.
Act - How to take the first step. Nothing happens without action.
Map - How to create your map. Goals and visions are needed to get where you want to be.
People - The act of listening, networking, following and attracting people to you. Success doesn’t happen alone.

“Once you accept the fact that you aren’t going to get everything done, then you can better address what should get done.” – Erik Qualman

SOCIAL PLANET: You also talk about leaving a “digital shadow”. Regardless of whether or not we’re even aware, each one of us is leaving trail online. Even if we never post a word to any social media network, others are and will talk about us. This is a conceptual change that’s a little hard to get used to. Can you speak to this?

EQUALMAN: Essentially what happens in Vegas now stays on Facebook…YouTube…and beyond forever. Whatever we do offline we should live as if our mother is watching. Faster than you can say camera phone items will be captured. We have seen this from Weiner to Paterno that all rocks will be turned over moving into the digital decades ahead.

“Measure your words twice, post once.” – Erik Qualman

SOCIAL PLANET: This book comes at the right time, offering sage advice and really practical guidance on how to deal with the onslaught of digital information and learning how to balance all of these new relationships. You give tips for everything from looking good on camera to exercise to typing with good posture. So glad you included these small details—why did you?

EQUALMAN: My readers enjoy that I give them strategic overviews of where the world is and where it is heading, but they also want practical and detailed advice on what they can do today. This is particularly important in Digital Leader because the book is designed so that the reader can positively change their life today and legacy tomorrow. Only when one leads their best life, can they lead others. These practical tips are designed to simplify an individual’s life so that they can focus on leaving a much bigger imprint on the world. I even wrote this book as much for myself as a guide/reference for the rest of my life-- that's why the research was so thorough.

SOCIAL PLANET: You mention taking one day a week off to unplug digitally. What other kinds of routines to you practice that brings a healthy balance to your daily and weekly routine and helps you to perform at your peak ability and talents?

EQUALMAN: Two items I discuss in the book help me tremendously. #1: I start the day by writing down the 2 most important things I need to complete, and #2: I only do e-mail twice per day for 30 minutes at a time.

“Often our ultimate success is determined by what we decide not to do, as much as by what we decide to do.” – Erik Qualman

SOCIAL PLANET: You mentioned your Dad helped you write this book—how do you think your upbringing has shaped your understanding of leadership, where today, you are considered to be one of the most influential speakers on the topic?

EQUALMAN: My entire life I’ve been fortunate to have a very supportive family and network of friends. Some of us aren’t as lucky. However, I discuss in the book in section five (People) how you can create your own luck. Success doesn’t happen alone. So, if you aren’t as fortunate to be born into a loving and supporting family it’s even more important for you to surround yourself with the right people both physically and digitally. Remember always that success in this digital world is a choice.

SOCIAL PLANET: The values expressed in the book: putting others first, having the right attitude, thinking beyond self, we can’t help me but think you’re a Christian, Erik. Is this true?

EQUALMAN: I am a Christian!

SOCIAL PLANET: Of the many professional hats you wear: speaker, professor, author, consultant, what do you look forward to doing the most?

EQUALMAN: I’m fortunate that all of the hats allow me to do what I love most and that is to engage with others, to hear their personal stories of triumph. The human spirit is an amazing thing and the ability for me to see across the globe that what most people truly desire is happiness for themselves and others is very rewarding. If in that process, what I produce (books, videos, keynotes), helps people improve their lives than I have achieved my goal.

SOCIAL PLANET: What do you think is the best way to handle vacations in the online world? What would your recommendations be for those of us in the social media space who need to be constantly monitoring their business? What’s the best way to handle getting time off?

EQUALMAN: Everyone is different in how they relax. Someone that doesn’t have access to their phone for 4 days may find that more stressful than relaxing. We all need downtime though and I offer varying suggestions on what works for most people. The reader should try these tips and determine what works best for them. You should always be asking yourself at the end of the day how do I shift my time to do more of what I love and less of what I don’t enjoy. Ironically enough, this is the fastest path to success. When you truly love what you do the day-to-day will seem like a vacation. Another key is to make certain you have technology work for you rather than you being a slave to it.

“The greatest gift in life is to give of oneself.” – Erik Qualman

SOCIAL PLANET: You touch briefly on the concept of social good in your book and you cite Howard Shultz's (the CEO of Starbucks) ethos of providing health insurance for employees because of a unfortunate event in his upbringing, what do you think are the benefits of businesses bringing this kind of element into their leadership—could you expound on this a bit more?

EQUALMAN: I am seeing trends and attitudes in Generation Y, Z and beyond that this new consumer will demand this (social good) of companies. If I have a choice between two relatively similar products and one is more beneficial to society than I will select the later. The success of Tom’s Shoes is a great example where every time a pair of shoes is purchased another pair is sent to a child in need.

SOCIAL PLANET: What do you think of Google+ so far and how important do you think it is for businesses to have a social media profile there?

EQUALMAN: Business should keep an eye on Google+, but it’s too soon for most to jump on it at this point. They’d be better off focusing and improving their other programs (Facebook, Twitter, YouTube). However, some small businesses and individuals can have tremendous success reaching out to some very influential people, as the space isn’t cluttered. Meaning it’s easier for one to contact a Mark Cuban or Larry Page (CEO of Google) when it’s in this early stage. (And this is exactly how SOCIAL PLANET got access through Google+!)

Regardless of what business you’re in, Digital Leader: 5 Simple Keys to Success and Influence is a must-read. The principles for success may have not changed much over the course of history, but their application sure has. We live in a new age, and we have a palatable leader that not only understands the implications of these radical changes to society, but who also exemplifies the substance, character and the humility we call leadership. You do not want to miss the opportunity to learn from the best.

Erik Qualman is an internationally sought-after speaker, sharing the stage with CEO’s, celebrities and prime ministers alike. Erik is also a featured social media marketing expert on BusinessWeek, The New York Times, WSJ, Mashable, USA Today, Financial Times, Forbes, Fortune, CBS Nightly News and The Huffington Post and has been called upon to help grow the digital capabilities of companies like Cadillac, EarthLink, EF Education, Yahoo, Travelzoo and AT&T. Erik serves a MBA professor at Hult International School of Business. When he takes on a commitment, it’s intentional. So we are truly thankful for Erik’s time for making this interview happen.

“It’s not how much you get done that matters, it’s what you’ve done.” – Erik Qualman

Connect with Erik Qualman:

Erik Qualman on Twitter
Eric Qualman on Facebook
Erik Qualman on Google+
Erik Qualman’s Blog
Eric Qualman’s Book, Digital Leader: 5 Simple Keys to Success and Influence, at Amazon
Eric Qualman’s Book, Socialnomics, at Amazon

3 Reasons To Be Thankful for Social Media

2011-11-09T19:38:00.000-08:00

It's that time again to reflect and recognize the things that are important in our lives again here in the United States. And while there is always something to complain about, it's true that we also have much to be thankful for. This one might not make your list of blessings, but there are 3 good reasons to be thankful for social media.

Social Media is Freedom
With social media, we dictate and determine who we want to be. We choose who we want to follow, we share what we want to share, and we interact with others on our terms. Social media gives us carte blanche to start over, and over again, and rewrite the book of our lives and where the next chapter will take us.

Social Media is Empowerment
Social media gives a medium to be an influence to others. When I asked Commander James Knaggs of the Salvation Army if he thought Jesus Christ would be on Twitter if he was alive today, in essence, he replied yes. When you come to think of it, why else would you be using social media anyway? Either social media users (like myself) are knitting with one needle too short, or, we believe there are possibilities never before imagined.

Could it be that the reason why social media gives us a rush is that someone actually might be listening? Hey, they might even agree with what you have to say, and whatd'ya know, a new friendship is born.

But perhaps something even more beautiful is that social media allows us to learn from others.

Social Media is Advancement
With social media, we find ourselves meeting people we couldn't possible before, interacting with them and new ideas, and they introduce us to others. We learn how to relate to not only a greater number of people, but also, a more diverse number people and our world perspectives get changed because of it.

It could even be argued that social media makes us better humans: smarter, stronger, more compassionate, more forgiving, more honest, more respectful, more wise. With it we mature as individuals; but also, we mature corporately as global citizens. We can move further, faster with social media as we collaborate and achieve greater possibilities than we could have ever imagined before.

So if you are reading this post, you are privileged. It means you know how to read. It means that you have access to technology. It probably means that you had enough to eat at your last meal. And it most certainly means that you have hope for tomorrow. Don't you think that's something to be thankful for?

Be Social, Spread the Media, and Feed a Child

2011-10-31T14:24:00.000-07:00

This week on our Facebook Wall, we're hosting our 1st Annual Hunger Awareness Challenge. Take this short quiz to see how your Hunger IQ rates-- and the best part, for each person that completes this quiz, one hot meal will be given to a hungry child. Let's get to it!

Please join us for our Hunger Awareness Challenge at http://www.facebook.com/socialplanetmarketing

Sources:
World Foode Programme

CMO Interview with Beth Comstock

2011-10-26T06:32:00.000-07:00

You'd expect a lot of marketing geek speak from the Chief Marketing Officer of global brand GE, but Beth Comstock lavishes listeners with practical marketing advice in this rare interview captured by Behance. No need to add commentary. (Running time: 12:41)

Key Takeaway:
* Marketers are the Innovators & Instigators of a Brand

Sources:
99% Percent

Social Media Visionary Insures Posterity for The Salvation Army

2011-10-20T09:10:00.000-07:00

Didn't ya know? Some of the hippest movers and shakers in the marketing world come from institutions more ancient than your great grandparents. There is a reason why they've been around for so long...

In this Q&A interview we meet with James Knaggs, Commander of the Western Territories of the United States for the Salvation Army. One of the oldest and dearest charitable organizations on the planet, The Salvation Army is ranked as one of the highest earners for non-profit organizations in 2010 (1) and considered the 4th "most popular non-profit/charity in America" (2). It comes as no surprise that their success has come from an innately social marketing strategy: meeting people where they are. In today's world, that means using social media. Jim is a visionary when it comes to using social media-- seeing it more than mere communication, and what he's accomplishing is leaving an indelible legacy for The Salvation Army.

SP: The Salvation Army has used social media platforms extensively. How do you think social media has helped (or not helped) the work of The Salvation Army?

Jim Knaggs: Social media is a great platform for support to The Salvation Army. We are finding it useful in ways of fulfilling our mission, public awareness, fund raising, connecting with volunteers and supporters, maintaining informal internal connections, and conveying our organization as a forward moving entity.

Often thought to be impersonal, digital communication is accomplishing more than the written letter ever could. Using photos, videos and all sorts of audio clips, we are connecting with more possibilities than ever. In our work we want people to know God's love and experience it for themselves. Whether at an immediate point of need that material support can resolve, or at a deeper spiritual level, social media is most useful and effective. I'm believing there are more benefits yet to be uncovered.

SP: How important do you think social media is today for the work of non-profit organizations?

Jim Knaggs: It has increasing value to non-profits as the medium develops. Social media involvement is a necessity for all non-profit organizations. It is where the people are. We must remain in the flow of our culture to understand it, retain relevance, and make best use of it.

SP: Jim, you have a blog and your own personal Twitter account (that I follow), sharing quotes from the Bible and words to encourage others. You clearly believe that using social media can have an impact for the good of the world. Please talk a little bit about this.

Jim Knaggs: As a leader in The Salvation Army, I've reckoned my public persona as inseparable from my responsibilities. For this reason, I have resisted a purely personal face on these accounts and attempt to represent The Salvation Army as best I can. I do see the great potential for good and attempt to reach out to others with encouragement, rooted in Bible truths, and occasionally about what God is doing in and through The Salvation Army. The outcomes are amazing. Every day I hear from people who need help, have been helped, or who want to help. It's why I keep it going. This impact is global by nature of the internet. The Salvation Army formally exists in 124 countries, so the relevance of our world wide effort is recognized.

SP: You have a video spot on YouTube with Keith Urban, a PSA (Public Service Announcement) communicating a way for donors to text in a donation. Have you seen a growth in donations since using social media?

Jim Knaggs: We have seen growth in donations, connected with social media. Public awareness of what we do helps our cause as well as social media donations themselves. We're expecting exponential increases going forward a we learn better how to be more effective in the social media. We have to remain in the mix to be ready for the next possibility. Our work is too important to ignore the interesting opportunities of social media.

SP: What do you think are the biggest mistakes non-profits are making regarding the use of social media?

Jim Knaggs: The biggest mistake is to minimize the social media, its place and possibilities in our future. There were those who thought telephones and computers were unnecessary luxuries. Today our telephones are computers, proving their value more every day. There are even more ways yet to be discovered how social media will prove more valuable. We are made to be in community and are at our best when we are. That's why social media works so well for us. I project that the social media will take us beyond our current limits of language, sight, and geography into a new level of connectedness we never dreamed on tools that'll make tablet computing and the phones we have today obsolete.

SP: Jim, you’re a tremendous leader, you lead by example—what words of advice would you give to business leaders if there was one thought you could share?

Jim Knaggs: Integrity is the number one quality in a leader. A person needs to know who they are, be true to that and conduct themselves in truth and conviction with a deep value for life. People will follow.

SP: What words of advice or encouragement would you give to other decision makers in non-profit organizations that have yet to really embrace the tools of social media?

Jim Knaggs: You can start and step it up today. No one is too far behind the learning curve. It is a moving target that can be approached for every budget and there are experts available who can make the journey workable. I do see a possibility for unique applications for unique mission. Social media is not a one size fits all world. While there are many uses practical among the organizations' needs, each can discover their own approach based upon their own niche.

SP: Businesses and non-profit organizations alike are always so fixed on the bottom-line, understandably so, but the results of social media are not always to clearly delineated. What words of advice would you give to leaders, owners, stakeholders about investing their resources in social media marketing?

Jim Knaggs: This is where the uniqueness of the social media applications enter the discussion. Many of these platforms have an incomparable assessment capacity as to traffic patterns, personal data and such. Many marketing decisions in business are made on this very data which, in this case, is particularly reliable and user friendly. Benefit analysis can come specifically from this information. I believe the social media data is a great improvement over typical advertising. Investments in this area can be moderated to accommodate almost any budget. As in most endeavors, your total gain is directly related to your investment. I see social media marketing as an avenue of immediate return and early cost effectiveness.

SP: Do you believe an outside party can effectively represent you in the important work of The Salvation Army, or, do you believe you need to hire someone specifically to oversee these public relations?

Jim Knaggs: There is no doubt that a competent professional can lead in these areas. Mission orientation can be learned and applied. It cannot, however, be left to any professional without leadership commitment and involvement. I trust our people who support The Salvation Army in social media, but I participate to lead on an informed level.

SP: And finally, a little humor: If Jesus was alive today, do you think he’d have a Twitter and a Google+ account?

Jim Knaggs: As it turns out, there are imposters with his name on both accounts. Then there are his followers on as well, often attempting to improve the human condition. I suppose Jesus would use every constructive option to reach us. He does dwell among us today in many who use such media.

~~~
The Salvation Army is now working on launching a TV-type video channel, SAVN TV, which will serve as a hub for all things the Salvation Army is doing in the 124 nations worldwide. Knowing Commissioner Knaggs, expect social integration embedded within the experience of viewing.

SOCIAL PLANET wants to extend our gratitude to Jim for his accessibility and immediate willingness to serve. A magnanimous figure of his stature sets a high bar for other leaders to follow.

Follow The Salvation Army USA on Facebook
Follow Commissioner Knaggs on Twitter

Footnotes:
(1) All Facebook
(2) Wikipedia
(3) YouTube

Other Sources:
The Salvation Army Western Territory website
Facebook, Twitter, YouTube, Flickr

Slick Marketing in a Social Media Economy

2011-10-17T06:37:00.000-07:00

"Our common humanity matters more."— Former President of the United States, Bill Clinton

What started 3 weeks ago as a small protest on Wall Street has galvanized swift strength to 900 cities across the United States (1), echoing a global cry that has been building in Greece, Italy, Ireland, Spain and throughout Europe, with a strong resemblance to the Arab Spring protests. Search for #OccupyWallStreet on Twitter, on Flickr, on YouTube or Google and a flood of results are returned to you. There could be no doubt that social media, accompanied by technology, has been a driving vehicle to the speed and mass growth of the campaign.

Searching for the latest news on the topic, I happened upon the Bill Clinton Concert, A Decade of Difference (2), broadcast not just on a local cable channel for paid subscribers in my city, but streaming live on Yahoo for the whole wide world to join in and experience. Stevie Wonder, Usher and Lady Gaga and Bono were there to celebrate not only President Bill Clinton's 65th birthday, but also 10 years of significant contribution to the world through his foundation. Now, I'll be perfectly honest, I have not been a big fan of President Clinton in the past. But I have to tell you, watching this concert and listening to what his foundation is accomplishing, and his choice of words I sensed an authenticity that captured my heart and my mind that quite honestly, swept me off my feet. Perhaps the most profound statement I heard him say...

"Our common humanity matters more."

I believe this is at the core of the despair of people who have been laid off of work after serving their companies for decades, people who have been forced from their homes because banks, as a result of their foolish decisions, have clamped down in their debilitated state lack the decency and the flexibility to extend some grace, people who cannot afford basic health care because the health insurance system is broken, people who are living in retirement on a lot less than they did a few years ago, and the list could continue on and on, which is exactly why this movement will only continue to build momentum.

Somehow, our humanity... our common humanity, has been lost. A common decency that acknowledges that a type of forward-thinking, a concern and compassion that thinks about tomorrow and the long-term effects of our choices. The big banks are not to blame; we are to blame. We've forgotten that living under our means allows for flexibility in tough times, we've forgotten that less is more, we've forgotten that true greatness comes not from not what we know or what we have as individuals, but from a humble understanding of one's position in relation to the whole. We've come to expect more than we can afford, more than we need, more than is acceptable and the result: less than we can tolerate.

"Our common humanity matters more."

And this is the power of social media. A tool with immense capabilities to communicate humanity... common humanity.

As we've said in our last post, the best and brightest that survive the fall-out will be those companies and businesses that can elicit a human response, centered around a marketing strategy that demonstrates humanity, compassion and purpose in using social media. Throw out some of your old definitions-- results and ROI mean something different now. Gimmicks and freebies might provide momentary gain, but it's going to be your human persona and what you can give to others, that will stand out in the end.

Sources:

(1) The Huffington Post

(2) Yahoo.com

(3) William J. Clinton Foundation

Photo: TwitPic @teeraps, Tim Rappleye

What Does It Take To Be a Social Business?

2011-10-02T14:58:00.000-07:00

VP of Social Business at Edelman Digital, Michael Brito, in his new book, Smart Business, Social Business: A Playbook for Social Media in Your Organization, talks about what it means to be a social business, not just a social brand, that it takes more than a Twitter or Facebook account for businesses to truly be social. He says it's the inner workings of a company's corporate structure that must be "social" before you can successfully portray "social" to the public.

Kudos to Michael for making this point. Social media and networking came upon many of us like a small tidal wave, and we're only just beginning to recuperate from the upheaval that it's caused, many of us only just beginning to figure out what it all means and what the new rules are. In a sense, businesses are working backwards-- doing what we're told to do, but then trying to make sense of it all. We're starting to realize, though, that it's not enough to be fully optimized for SEO and have a growing Facebook fan page. As Michael points out, businesses must be "social" from within. If you haven't seen this interview (1), check it out, and if you have the chance, go and hear Michael discuss this more at the BlogExpo in November.

I would add, however, that to become a truly great social business, the company's ethos must also include at its core something else, another intangible you may not ordinarily consider. What could that possibly be? In one word: Compassion. Whether you call it high ambition, spirituality or compassion, the concept is the same, that outward focus and the desire to benefit another soul must be at the core of what you do as a business. Without an inner drive to go beyond the business itself is short-sighted and lacks the strength to achieve true influence and dominance in a world where glaring disparities leave a bitter taste and social media provides all-too-easy platform for airing those grievances.

This is why your brand, your business right now needs to find something you believe in (and something others believe in) and integrate that passion into all of your marketing strategies. It's no longer enough to garner the love and support of your local neighborhood. In this new reality (some have called it a Social Economy) one created and shaped by social media, the only way you will stand out among all the clamoring, is to capture the hearts of your audience (which will be, by the way, with a global mindset).

Saying you're "social" and actually being social are not necessarily the same things. Hiring a social media manager, having multiple social media accounts, and even supporting a charity event doesn't mean you're now "social". Consumers today are savvier than ever, and if given a choice, they will gravitate to authenticity every time. As Gary Vaynerchuk would say, they have a "BS radar".(2) Businesses that thrive in today's social economy will walk the talk; they will be a social at the jugular.

So, with this thought I leave you a great example of what I'm trying to get at here... (3)

Sources:
(1) WebProNews
(2) NPR.org
(3) YouTube

Inside Mari Smith’s New Relationship Marketing Book

2011-09-21T07:17:00.000-07:00

Who is this beautiful woman? A former Miss Universe, the queen of Norway? No, instead, she's considered to be one of the foremost authorities, and one of the most sought-after speakers on using Facebook for business. Her new book,The New Relationship Marketing: How to Build a Large, Loyal, Profitable Network Using the Social Web will open your eyes to a new way of doing business, as set forth with the rise of social networking platforms. It was a privilege to interview Mari and glean some insights into the current state of social media marketing for business.

SP: What does the term “Relationship Marketing” refer to?

Mari: This term was first used in the mid 1980’s and refers to the idea of placing weight and value on people and our relationships with them-- focusing on quality over quantity, a concept that goes against the current grain with the focus so much on number of followers and fans; equanimity, the idea that all people regardless of their position should be treated with courtesy and respect; and a long-term perspective on relationships, where customers are treated more as friends than a one-time sale-- all this combined with the overarching understanding that people are more alike than they are different.

SP: What's so new about relationship marketing then?
Mari: Well today, there are unprecedented opportunities for businesses to really listen in, respond to, and get direct feedback from their customers. Tools like Twitter, Facebook, and now Google+ allow for new relationships, and a depth of relationship, that we haven't seen before. The smart businesses are listening and will look for new ways to make their customers feel they're appreciated.

SP: We can now connect with people we couldn’t have before, and with a lot more people than we ever could before. Any advice on managing so many new relationships?

Mari: I have a special exercise in my book called the Five Contact Circles-- the inner circles are for intimate friends and key contacts. It's important to be clear on your most important relationships and make time to nurture them regularly both online and offline. Then, do your best to reply to and connect with as many people in your online networks as you can on a daily basis, even if it's just a few minutes a day. Make sure you lead with your heart and soul, and with integrity, respectfully acknowledging others.

SP: Mari, how do you become the center of influence in your social network?

Mari: Consistency. Even if you post one Facebook status a day, gradually you will build a following. By doing this you send out a subliminal message that you can be relied upon. Also, focus. Focus on your niche; don't try to do everything and be everything to everybody.

SP: How do you think Google+ will be used for business?

Mari: Google+ is like another culture. There's a lot more thoughtful, comprehensive sharing on Google+ since people are not bound with character limits. And with Google just announcing that they are opening their API to developers, we’ll start seeing many new 3^rd party apps that will help to customize the experience on Google+, much more like Facebook. Once Google+ launches business pages, companies will be able to use this platform as an extension to their company blog and as a way to get to know their target market, possible in more intimate ways.

SP: You mention the idea of “Conscious Social Media” in your book. What is that?

Mari: Conscious social media refers to a shifting your perspective away from yourself to an outward focus of how we can add value to others. Try this as a mantra: before you publish any piece of content anywhere online, stop and ask yourself first, "What is my deepest intent?" This is a wonderful question to tame your ego.

SP: In your video book trailer you mention a life-changing event that changed the course of your career and personal life. Could you talk a little about that?

Mari: Sure. Back in 2007, just as I discovered Facebook, my then spouse and I sold off our belongings and began to travel around the United States in a motorhome. However, after a year and a half running my rapidly growing business full-time from the road, it became very apparent that it was time for us to go our separate ways and we chose to get divorced. At that time, I also reconnected with a spiritual teacher that I had known for ten years prior, Esperanza Universal, founder of the SOUL Institute. By embarking on a new journey of spiritual and emotional growth, I found that my outer world dramatically changed and is reflected in the new life you see today. I feel very blessed.

SP: You are constantly giving of yourself to others. What kinds of things do you do to fill yourself back up?

Mari: Getting enough sleep is very important. I also have a personal trainer that comes to my home twice a week to work out with me. I'm a work in progress; I do my best to incorporate self-care on a daily basis whether that's relaxing with a glass of wine and a movie with friends, meditating, getting a massage and so forth. I also go on a spiritual retreat once a quarter. These special practices help to "keep my cup full" so I can do the work that I love to do.

SP: What do you think is the future of relationship marketing?

Mari: You’ll start to see more and more creative ways that companies will demonstrate how much they care for their customers, through their actions. Companies will need a CLO chief listening officer that can manage SMCR social media customer relationships. Here's an example from my own personal experience.

On one of my trips flying Alaska Airlines from San Diego to Seattle, my flight ended up being delayed 5 hours (it was only a 3 hour flight). I tweeted a comment to @AlaskaAir that I was bummed about the delay and that I had forgotten my iPhone charger. About forty-five minutes later, the manager of Alaska Airlines at San Diego airport came up to me, asked if I was Mari Smith, and handed me a charger for my phone. I was astounded and very impressed! The new way of marketing successfully will require this kind of keen listening skills and giving customer service employees the authority and flexibility to make decisions such as this.

SP: Who should read your book?

Mari: Business owners and executives who may have been resistant to using social media up to this point due to privacy concerns, fear of being exposed or having to share too much of themselves, or fear of negative comments, but are now ready to overcome those challenges. These fears are perfectly normal and I provide a gentle step-by-step guide in my book. Also, those business owners and entrepreneurs who want to bring a more compassionate dynamic, and a true social touch into their business ethic.

SP: Of all the activities you’re involved: speaking, traveling, consulting, writing, tweeting, which would you consider your favorite?

Mari: Training and mentoring other professionals. When I train others, I take a holistic approach, looking at all aspects of a person’s life and supporting them to live into their highest and deepest truth. It's extremely rewarding work for me.

If you would like to take Mari's one-on-one mentoring program, find out more here. To pre-order Mari's thought-changer, The New Relationship Marketing: How to Build a Large, Loyal, and Profitable Network Using the Social Web go here (Scheduled to be released October 25, 2011). Find Mari all over the web:

Mari Smith's website
Mari Smith on Facebook
Mari Smith on Twitter
Mari Smith on Google+

If you have a chance to hear Mari in person, she's all over the world as well. Find her at this year's BlogWorld Expo in November in Los Angeles and online at the Facebook Success Summit 2011 happening in October.

Our warm thanks to Mari for her generosity in time, granted for this interview. Her contribution to the business community, at a time of great societal and technological change, is certainly more than appreciated by us all. Okay, maybe she's not a real-life Facebook Fairy, but perhaps an angel in disguise? ;)

The New Reality of Social Media Make That Move Baby

2011-09-08T06:00:00.000-07:00

Is it any wonder how we sent men to space, when it's a fact that most of the human race is slow to accept change. If you haven't fully embraced Twitter, Quora, Foursquare or (heaven forbid) Facebook yet and are not prepared to get on the bandwagon with Google+ yet you wouldn't be alone. In fact, a recent study shows that 64% of small businesses think social media is unnecessary.(1)

But the truth of the matter is: Social media is here to stay.

Some of us wish that Twitter and Facebook and LinkedIn would all just die away. It might change and morph into different mediums, but the level of technological advancement we have access to today, combined with our need to connect with the human race almost guarantees that you, too, will eventually have a Google+ social media account... resistance is futile.

Question #1: Do you have the time required to continually be learning and using and monitoring these rapidly-changing social media platforms? If your a business owner, a musician, or essentially anyone trying to get anything else done the answer is likely something like... "Social media? No big deal, I check in when I want, I do a little here and there." But when the novelty wears off, then what? Who's there to keep it going? How effective do you really think you can be without a dedicated plan? What about taking a vacation? Do you really want to be plugged into the computer like a Borg the majority of your life? Yeah, I didn't think so. The truth of the matter is, social media marketing and networking require enormous amounts of your precious creativity and time-- time that would be better served on doing the things that you do best.

But you're asking yourself, "Do I really need to have a online social media presence?" Helllooooo,YES!-- though a recent study says that only 12% of small businesses think social media marketing is essential for their business.(2)

We live in a world today where people are online a lot and looking for all sorts of information online. So if you are not online to provide the answers, then they will find their answers elsewhere. Unless computer possession becomes illegal on a global scale, I don't see this changing anytime soon.

Internet Use Rises 3% MOM
More than 200 million Americans used their PCs in May 2011, and overall internet use was up 2.8% from April. US consumers also visited more unique sites (2.5%) compared to the previous month, and spent more time online on average (0.8%) in May. Internet access continues to grow during the month, with an estimated 246 million individuals in the US having accessing to the internet through home/work computers in May 2011.(3)

Question #2: How effective are you doing social media yourself? Honestly, doing social media is not that hard, but doing it well is a rather significant commitment and does require acquired skill and maturity. You could even compare social media to courting someone you want to marry, like a relationship (with fans and customers) that has to be nurtured over a long period of time-- time needed to listen and be heard, time needed to gain trust, time needed to know how to serve and meet needs when they arise and a commitment to be there at all times, not just when it's convenient.

Question #3: What are you waiting for? True, it would be wise to have some kind of plan in place before you jump into every social media platform that seems popular at the time, but the longer you wait the more catching up you have to do. Technology doesn't wait for the faint-hearted. In other words, get going! If you don't have the time to make it work well, then consider outsourcing to a social media professional. Although this is a very new way of marketing, it is (and will become) ever more important in branding and business growth. "Make that move right now, Baby..."

References:
1. Mashable
2. Marketing Profs
3. Nielsen Wire

Navigating the New Frontier with Mike Stelzner, Superstar in the Social Media Marketing World

2011-09-07T18:39:00.000-07:00

He'd probably tell you he's an ordinary guy, but in the social media marketing world he's the equivalent of a minor god. Business leader, Mike Stelzner, has built a massive empire with the hugely popular online publication, Social Media Examiner, and within the span of less than 2 years he has amassed a following of 84,000 daily subscribers, 46,000 followers on Facebook, and Social Media Examiner is now ranked the #1 small business blog in the world by Technorati. Who is Mike Stelzner anyway? Well, let's find out. On June 20 I had the privilege to interview Mike and ask him about his new book, Launch: How to Quickly Propel Your Business Beyond the Competition. The following is a summary of what I would consider a mix of a dinner conversation and a business interview, because I think the history and the character of a man is just as important as what he's achieved.

SP: Mike, what did you study in school and where does your accessible style of writing come from?

Mike: I have an undergraduate and a graduate degree in Speech Communication where I learned the art of persuasion using language in college. I started off as a copy writer, making large companies look good but now, the way I write is more like talking, I call it conversational writing. It took a lot of practice.

SP: Could you give SMM (Social Media Marketing) business professionals advice in managing the onslaught of information they face every day and having to keep up with the ever-shifting applications in technology?

Mike: Everything in our world is constantly changing, and trying to anticipate those changes is both endless and frustrating. So my mentality is: focus on people, that's one thing that doesn't change. I've learned that people at their core will always remain the same, and they want 3 things: great content, access to great people, and recognition, and if you give it to them for free, you have the secret to great success and a huge loyal following.

SP: You've been very successful at providing practical education for SMM business professionals, do you consider yourself a teacher, philanthropist, or an entrepreneur?

Mike: First, I would consider myself an entrepreneur. I'm a businessman that sells education. What I give away is education, what I sell is education. You can definitely say that I'm a teacher, but underneath it all, I'm a businessman. And if I wasn't able to make money with this, I wouldn't be able to sustain what I've been doing. At the core of it, I'm a giver, so you could classify me as a philanthropist. I would consider myself as someone who gives a lot, and does it knowing that's what my audience loves, and I know I'm able to do it because I have a business that's sustaining it.

SP: You had to shift gears when the last recession hit, since many of your clients were in the tech sector and you had lost a lot of them when the bubble bursted. How did you know to go into a very new field: social media?

Mike: I've always had a nose for something big. When I saw my creative services business was losing business to the recession, I had the idea to write about white papers and give it out for free. I knew I was onto something right away. And then, in 2009, there were rumblings of social media and the more I learned about it, I knew that businesses had a new opportunity that hadn't existed before the opportunity to build community with blogs, Facebook and social networking platforms.

SP: I read in the first chapter of Launch that your first paying job was delivering the paper when you were a boy. Did you know you then you wanted to go into marketing?

Mike: What I didn't write in the book is that I also worked at Sears in the Lawn and Garden Department selling garden hoses and Christmas tree ornaments. I got good at selling there. But it was in college, when I studied human communication and language, persuasion, the rule of reciprocity and social proof theory that headed me into this field.

SP: Social media marketing is a very new industry, and you seem to be leading the charge into a new frontier. Why do you think the most respected experts in the Social Media Marketing industry are older? What do you know that younger, more computer-savvy professionals don't?

Mike: Yeah, it's true the most respected in the field are at least in their 40s, not the 20s or 30s. I don't think my colleagues want to learn from a 20-something and maybe it has something to do with having more knowledge, a bigger group of connections and having a strategy. I knew at the beginning of Social Media Examiner, I couldn't do it myself. I knew I had to reach out to other experts in the social media industry: the Mari Smiths, the Denise Wakemans, Chris Garrets, and Jason Falls of the world... people who were already respected and had access to the community. This was my strategy, to get a team helping me to spearhead a new movement, and at first, that's what it was. Everyone was a volunteer. But it was the strategy that gave us a big head start.

SP: You discuss the Elevation Principle in your new book, Launch, as being the key force behind explosive growth for businesses today. In essence, its a model of radical customer service, giving to others, what they want, for free. When did you figure this out?

Mike: Well, I always tell everyone that I went to the school of hard knocks and I got a magna cum laude. About 10-15 years ago, I realized I wanted to help more people than I had time for, and I realized I could do this by providing great content. You can reach hundreds, thousands or millions of people with great content.

SP: Where do you think the rocket ship takes you, Mike? Where would you like to take Social Media Examiner and/or what legacy would you like to leave if this was your last gig?

Mike: I knew from the beginning, that Social Media Examiner had a 3-5 year shelf life. I will move on to doing the same in other industries, we'll just wait and see. But what I really want to do is to write children's books, something between a Sondra Boynton or a Harry Potter-type book geared to an early reader. In 10 years, that's what I want to be doing. I've always been a storyteller, and I want that to be my legacy. Social Media Examiner will not be my legacy.

And there you have it, an extraordinary business leader and a very gracious, humble man with tremendous insight and focus and a streak for creativity and fun, with a balanced perspective on life. Buy his new book Launch: How to Quickly Propel Your Business Beyond the Competition online at Amazon.com. Learn more from him and many other social media marketing industry experts at Social Media Examiner. Download the first chapter of Mike's book for free here. Many thanks to Michael for reaching out and demonstrating what it means to be a true business leader. Can't wait for the children's books!

http://www.socialmediaexaminer.com
https://www.facebook.com/smexaminer
http://www.twitter.com/smexaminer

(Article originally published June 22, 2011)

Social Media, You Will Be Assimilated

2011-09-05T20:04:00.000-07:00

People are social. They always have been. They always will be.

Today, more than ever before in the history of man, men and women are able to communicate and connect with others in ways that were totally impossible only ten years ago, thanks to human ingenuity and God's grace. As a result, we can meet hundreds and even thousands of new people-- without ever having to leave home.

And the progression is rapid, which makes you wonder where we will be in ten years from now. Will all of social media self-implode, or, will there be a whole new way of communicating other than Facebook? With friends and acquaintances all over the globe, will we want to turn off the computer or tablet to hide? Or will be all be like the Borg of Star Trek and need to be attached to the collective at all times. (Would love to hear your thoughts below!)

A Borg insignia, designed by Rick Sternbach, courtesy of Wikipedia

I'd venture to say that the human species is a lot more like the Borg than we'd like to admit. Our quest for advancement and perfection is not all that alien in fact. We assimilate knowledge like there's a shortage of artillery, and stock it in believing that it gives an advantage over others. "Knowledge is power", as the saying goes.

Though we differ from the Borg in that we do not operate from a hive mind, we are indeed a "collective", a collective of social beings that leans toward those tendencies. From the first moment of life and following, we're inextricably connected with family and dependent on others for our existence. It's where we come from; it's where we're going. It's the way we're wired, not with cybernetic relays and neural networks, but with the psychological, sociological, physical, emotional and spiritual need to connect to others.

Thankfully, what makes us different is our ability for compassion. It's the soul of man that gives way to what is both considered our weakness and strength, our humanity. With both, a collective mind and a human heart, we can overcome seemingly impossible obstacles and bring genesis to new solutions never thought of. And this is why social media is here to stay.

Social media networking platforms not only give us a new tool to connect with others, a tool by the way, that expands our world considerably, but also enables us to do much more than we ever could do before. Is there, then, any turning back to life before smart phones and sharing music or television with unknown others through Twitter, UStream, or video calling a group of friends on Skype or Google+?

Highly unlikely; didn't you know? "Resistance is futile".

References: Wikipedia