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Digital Marketing Strategy, PR and Messaging

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Archives for June 2010

Build a Foundation, Then Social Media

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Is your house in order? What I mean is do you have the bricks of the foundation laid tightly and affixed with mortar, or are there a few gaps here and there to let the critters in? Speaking from experience, I know my foundation has quite a few gaps to fill, and it’s a work in progress.

This below is more a reminder for us all to take a close look at how we project and amplify a brand. I cannot comment on anyone else’s stoop before cleaning mine, that I recognize; however, the work I do in my field provides me with enough examples to offer you a few tips.

Here are phase one foundational elements to implement and pave the way for brand positioning:

  • Company name. I announced about six weeks ago I had changed my company to Soulati Media, Inc. This name is more a reflection of the direction I’d like to go with endless opportunity to position me as the brand (something I’ve been doing for some time now).
  • Domain name reservations. Grab the domain names and all the extensions to protect your intellectual property. This is the cheapest form of security. While larger companies are targeted more than small companies, it’s solid business practice to reserve domain names and redirect them to a primary Web site.
  • Logo. I am getting a new logo developed that resonates with my company’s service offering and provides a sense of my personality and spirit.
  • Web site. With new domain names and the blog, having a solid architecture for all the sites, where each points and where they’re hosted is critical. It’s a confusing discussion and requires time with the experts who do nothing but work on back ends of Web sites. These Internet marketing gurus and IT people are invaluable.
  • PHP expert. I have a friend helping me a bit with my WordPress blog. After self-hosting the blog, which is what you ought to do, learning the intricacies of code, widgets, plug ins, and sidebars (not to mention design) is not a cake walk. I encourage those less inclined to equip your team with a PHP expert. I still need one!
  • Web site design.  Thousands of templates exist to design Web sites, and yet some sites look like they’ve been designed by a DIY’er. If you want to project a professional image, do invest in a middle-of-the-road design with spot-on content.
  • Blog. Blogging is not for everyone; however, you can hire a decent writer and express your thoughts via a ghost writer (see Mark  Schaefer’s discussion at Grow yesterday) or share the spotlight with someone else who can help.
  • Social Media Triad. To launch social media, build a Facebook page and get some “likes.” Consider Twitter if you’re a business-to-business firm (apparently they’re more engaged on Twitter than business-to-consumer firms), and then migrate to YouTube with some cool video.

Not an exhaustive list by any stretch; what would you like to add?

First Social Media, Then a Buy

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There are companies not engaging in social media. There are consumers not engaging in social media. There are marketing public relations practitioners not engaging in social media. But that window is closing fast. For those who believe social media and networking are not our future, just look around you.

According to Website Magazine in its Feb. 2010 issue, it says your “social graph” is the most important asset in business. A social graph is a collection of online connections.

In the magazine’s article, 50 Top Social Media Resources, they provided some data (from February):

  • Facebook is the most popular social networking site for business owners.
  • Of B2C organizations, 83 percent have Facebook profiles.
  • Only 45 percent of B2C organizations have a Twitter account
  • B2B companies have profiles on both sites in more or less equal proportion — 77 percent on Facebook and 73 percent on Twitter.
  • Participants using social media day-to-day visit company or brand profiles on social sites 62 percent of the time and 55 percent of them search for business information on the social sites.

Before many a consumer makes a buy decision, they comb the search engines for buyer reviews, perhaps on Yelp or Complaints.com, and make an informed decision whether or not to make a purchase.  In addition, consumers seek a company’s Facebook profile to see how they engage, what news is available, how fans are responding, and how the company is replying. Perhaps there is a select group of people using these tools to inform a buy decision; and, this will be common practice as the months go by.

Twitter, Facebook and LinkedIn are for sure the most well known and used by a plethora of people world-wide; however, they’re not the only players. Ever heard of Revver.com, diigo.com, blackplanet.com, hi5.com, or yuku.com? (Me, neither!) I don’t believe any company is solidly engaging with a majority of the top 50 social media resources listed by Website magazine. 

I’m going to make it my mission to share in my sleuthing. What’s your mission in the six months remaining in 2010? (Tick-tock…time’s up!

 ENGAGE!

Managing Social Media Fear to Win Against Grudge

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Managing reputation online is stirring up a lot of thought and is the subject of many conversations. Some businesses, those that service disgruntled consumers who purchase with a “grudge,” are afraid of social media. The fear factor lies in the what if — “what if someone writes a negative comment about our business or their buying experience?”

Yesterday’s Trackur post Gathering Business Intelligence from Online Listening by @FrankReed references the lowest-common denominator for companies as buzz branding — monitoring, listening, and quantifying online brand mentions. While the experts may believe it’s the lowest common denominator, I suggest otherwise. There are many companies not engaging in any social media, let alone monitoring the buzz.

Fear about a consumer posting a negative comment overrides the interest in testing the social media waters. So what if someone posts a negative comment on Facebook, Twitter, YouTube, Yelp, Complaints.com or elsewhere?

Here are some thoughts around this question; perhaps you’ll add to the discussion, too:

  • Zero in on your fears about the potential for negative comments by consumers on the ‘Net. 
  • Is your house in order, and are your services top-notch? Do you regularly review the sales experience and pinpoint the pulse of front-line services?
  • Is your management team apprised and trained about social media? How about the people who touch the customers?
  • Regardless of whether you are engaging in social media,  your customers have access to it and can complain without your knowledge.
  • At the very least, do execute simple buzz branding and listen to the conversations about your company and competitors.
  • Monitor consumer complaint Web sites; set up a Google alert for online mentions about your brand. Engage with Trackur.
  • Be prepared to respond immediately to a negative complaint. With the right effort you will win over a customer long term.

Here’s a story I’d like to share…Yes to Carrots was a new brand of personal care products. I liked the clean packaging, the catchy name, and I love product. I purchased three different products at two places. Every product had packaging issues; the dispensers failed. My frustration with one was minimal, but having three malfunction caused me to take action. After I opened the third package and could not work the product, that’s when my emotions elevated.

I tweeted and Facebooked, and immediately got Facebook response from the company apologizing for the problem. The company went in to high gear and refunded my money, provided coupons and sent new samples of other products in the line. They took immediate action and did everything necessary to satisfy and assuage my negativity.

To those companies that elect not to respond at all to complaints or be in an ignorance-is-bliss mode…you’re digging a deeper hole.

Build a Social Media Foundation

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Like the full-page ads in More magazine for lipstick, hair care, mascara, and bronzer, the ads collectively tell a story. They are encouraging women to add such products to their glamour foundation.

What products might you expect in a ‘zine to encourage the building of a strong social media foundation? Here are my picks; what are yours?

  • Twitter. Getting a bad rap these days, aren’t you, Twitter? The fail whale is getting the best of you, but I still believe. Every company may not wish to engage in Twitter (no, it’s not about what you’re having for dinner), but it’s THE hot spot in microblogging. And, listening is half the conversation.
  • Trending Topics/Searches on Twitter. The mighty hash tag (#) helps you search for what’s popular among Twitter’s ~75 million users (of which 17 percent are active). You can also search for key words adding your company and that of your competitors to the mix.
  • Facebook. There are ~465 million global Facebookers. Like it? Those former fan pages now “like” pages are confusing still, but companies are launching Facebook communities in droves. Many of the Fortune 100 companies are managing consumer crises on this platform and permitting audiences to comment either negatively or positively about the customer experience. Trust me on this, Facebook is NOT going away. Some say it’ll surpass Twitter and throw a major curve ball in that direction. Twitter v. Facebook? Yep.
  • Trackur. Get a tool that helps you manage online reputation. So many conversations I’m having are about “I don’t want anyone speaking negatively about my company or services.” One way to manage negative comments is to feed the pipeline with positive content. If you’re in a grudge industry where people loath hiring your services, perhaps dentists, lawyers, body shops, surgeons, tax accountants, there are bound to be high emotions around the customer experienc. Nip that in the bud with high levels of content marketing.
  • A blog. Think about this carefully. Blogging is critical, reaps benefits and requires devoted time. Ask me about the merits, and I’ll tell you…best way to boost the thought leadership potential and garner positioning for your company.
  • SEM. Search engine marketing is another critical foundational tool to pave the way to success of your blended social media program. Can’t blog without the search engines knowing about you!
  • You Tube. Many folks are jumping in to video; You Tube is a highly popular platform to grab attention. You want that video to go viral? Hold on…first things first! Develop cool content, optimize it, and post to a channel of your own, and then drive traffic accordingly using all the aforementioned methods of communication.

There are so many more to add to this mix, but for starters, you’ll do fine with these when you do them well.

Spanning the Divide: 10 Tips for Public Relations/Sales Synergy

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I’m still absolutely appalled at the lackluster effort by the two sales people at Toyota and Ford dealerships within the last two weeks. If you’ve been following me on occasion, you will know that I’ve been recording the steps by a consumer (me) to purchase a vehicle.

With all the chaos in the automotive industry in the last 18 months, I had assumed/expected better effort by the sales people (one female, one a senior citizen) to earn my business.

The last frontier for public relations must be SALES. I cannot speak for all industries. The TV salesman at H.H. Gregg over the weekend in Indianapolis convinced my aunt to purchase several luxury items; he did a great job. Is it just auto sales we’re talking about, then?

Here are a few tips for public relations practitioners to infiltrate some expertise into the sales mechanism of any company:

1. Messaging. Marketing typically provides product background to sales, but is there a message map developed for the sales team? Message maps are valuable for any spokesperson on the frontlines; sales teams are tier one spokespeople for a company.

2. Training. With a completed message map in hand, train the sales team to use it. Role play and you be the potential customer. Let the sales team get comfortable with the map so everyone uses the same powerful and approved messages.

3. Secret shopping. There’s no better way than to ask a “spy”  to launch the buying process for a product and see how the sales team is performing. Take what’s gleaned from that experience and return to the salespeople with more tips on how to interact with customers.

4. Respect. Everyone in the organization must respect the sales team for its position and role for the company. Ask marketing and sales what tools can be created to assist with this effort.

5. Attend sales meetings. Salespeople have the pulse of the industry and customers at their fingertips. What a treasure of information for public relations. When a PR person attends (you need to get invited), you can identify case study prospects, news hooks, regional news fodder and develop a variety of communications as a result.

6. Sales communications. Treat sales as a tier one target audience. They need to know what’s happening within the company and when public relations learns critical industry information, sales should be informed. Write a newsletter, e-blast, intranet site for sales, or other non-tech method of communication (some salespeople don’t have access to the Internet).

7. Blend with marketing. As the marketing team is oriented to sales quotas, ROI and lead generation, listen to their needs and complement the mix with on-point public relations strategy.

8. Ask the sales team. Communicate. Be a team. Be inclusive. Regard sales as a critical component of the marketing public relations mix.

9. Build trust. For years, sales and public relations has been miles apart with marketing smack in the middle. Until results happen, sales will not regard public relations in the right light. In fact, public relations is likely to be little understood in the sales organization.

10. Try, try again. Try for what works. Synergy does not happen over night, but shame on sales and public relations for not putting forth a consistent effort to make it so.

What other thoughts can you offer?