Category: Social Media/Digital Marketing

Social Media: Definition & Resources

March 23, 2011March 23, 2011 ·

The following is directly from Wikipedia, and represents the definition for Social Media. As the definition includes numerous links to various social media tools and technology, and resources, I thought it would benefit our loyal readers to include the entire section on this site. Certainly, reviewing the basics from time to time can’t hurt, right?

Social Media – As defined on Wikipedia

Social media can take many different forms, including Internet forums, weblogs, social blogs, microblogging, wikis, podcasts, pictures, video, rating and social bookmarking. By applying a set of theories in the field of media research (social presence, media richness) and social processes (self-presentation, self-disclosure) Kaplan and Haenlein created a classification scheme for different social media types in their Business Horizons article published in 2010. According to Kaplan and Haenlein there are six different types of social media: collaborative projects, blogs and microblogs, content communities, social networking sites, virtual game worlds, and virtual communities. Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing, and voice over IP, to name a few. Many of these social media services can be integrated via social network aggregation platforms.

Social Media Basics – An Overview

March 7, 2011March 6, 2011 ·

As a result of the many conversations about social media I had with franchise professionals at the recent IFA Convention, I posted on this site, Social Media – Before Diving In, Know How to Swim. It seems many within franchising, and most likely throughout small business, continue to put off entering the world of social media. On the surface, the old and by now, tired, excuse of “it’s a fad” appears to be just a smoke screen. The real, true reason is more in line with “I just don’t know how to get started” and/or “If I start, I want to do so correctly.”

Sure, many, including me, have said this before as people expressed fear of social media, “just jump in!” But, I feel it’s necessary to clarify. I do believe one should jump right in, but at least have some fundamentals in place to ensure your experience is both enjoyable and successful. I clarified the same with the franchise professionals I met in Vegas and expanded upon it with Social Media – Before Diving In, Know How to Swim.

As is often the case, one post spurs additional questions and requests, which led to my 4-part series on Social Media Basics. Several years into the social media movement and what appears to be very fundamental, is actually monumental to individuals and organizations still sitting on the sidelines wondering how to get into the game. Hopefully, the 4-part series will help them take that first step on the field.

The series started with Who, What, When, Where, Why & How of Social Media Within a Franchise Organization. Basically, it was an outline of some very basic instruction as it related to each of the 5 “W” questions, and of course, the “How” question.

Next, we needed to introduce the most widely utilized social media, Facebook, Twitter and LinkedIn, along with basic instruction points for each. This segment, Starting Your Social Media Program with the “Big Three” accomplished this objective.

The third segment, An Hour a Day With the Big Three Social Networks continued to build the program as it addressed the time issue of social media. Many newcomers have heard that social media can be a major time commitment. As such, they have been reluctant in starting their social media experience because they don’t have hours per day to commit.

Obviously, it’s important to gauge efforts against results, and to throw in a measure of expectations as well. The last segment of the series focused on social media analytics from a very basic perspective. Social Media Metrics: Not Yet a Science! touched upon the key issues of social media metrics including attention, participation, authority, influence and sentiment. It also touched on some of the obvious goals franchise executives would like to achieve in their social media efforts along with the not-so-obvious benefits that can be achieved as well.

So, there you have it – a 4-part series on Social Media Basics, precluded by an overview of what to do before getting started, that combined, will provide a basic foundation for social media success. Keep in mind, this is the equivalent of driver’s education. But it is the first step to enjoying your life behind the wheel… in social media.

Happy Networking!

Social Media – Before Diving In, Know How to Swim!

March 1, 2011March 1, 2011 · 3 Comments ·

Very few of us like to admit failure. Especially when it comes to something that appears to be so easily done by others. But just because it appears easy, is that reason enough to dive right in? Certainly not!

I remember being six years old and spending a typical day at Coney Island. On this particular day my family left the beach and ventured into the Steeplechase Pool. I recall staring at the line of kids of all ages as they anxiously awaited their turn on the diving board. I watched as they bounced up and down on the board and finally made their exit from the board and subsequent entry into the water below. Quickly rising to the surface I marveled at how effortlessly they made their way to the ladder on the side of the pool, scampered out of the water and darted right back in line to do it all over again… and again.

It seemed so easy, and definitely so much fun. I gave it some quick thought and decided to join the action and dive right in. And, dive right in I did! Things didn’t go so well from that point as I vividly recall paddling like crazy, just trying to stay afloat. I remember what seemed like thousands of bubbles rising up all around me as I could barely see sunlight beyond the water line. For what seemed like an eternity, I tried to get to the surface and take a breath. Certainly, someone will notice me drowning, right? Or, will they only notice when I hit the bottom of the pool? Well, the next thing I remember was opening my eyes and seeing a bunch of people hovering over me discussing whether I was dead or alive. Others wanted to know if it was okay to begin diving again! Some just laughed.

Have you experienced something similar with your social media efforts? Thinking about how easy it appeared, did you just dive right in? After all, you’ve seen your teenage kids pounding away on their laptops or smartphones posting on MySpace and Facebook, claiming all the while that they have hundreds or thousands of friends. As you pondered this new world of social media, you heard words that sound like cartoon characters… How else can you explain your first impression of Twitter, Gowalla, Foursquare, Digg, Technorati, Tumblr or StumbleUpon? And, cartoons are simple, right? So, you rationalized that social media was simple, everyone was doing it, and if kids can do it, so can I. Watch out below as you dive in head first. Worse yet, watch out below as you lead your organization to the end of the diving board!

Alright already. Enough of the sensationalistic attempt at journalism. But, I know you get the picture.

So, what do you do if your social media efforts are missing the mark? Instead of giving up and quitting… regroup and prepare. That’s right. Regroup and prepare!

Preparing for Social Media Success

Define why you’re involved in social media in the first place. What are your objectives for doing so? What do you hope (expect) to achieve by your efforts? This is the exploratory stage.

Next, identify who you’re trying to target with your messages or who you would like to share information with. Of course, it would help a great deal if you knew where those targets communicated and congregated online. After all, you’re not interested in talking to yourself, right? This is the identifying stage.

Developing a plan on how to spread your message or share information is the next fundamental step. The plan should include how much time (resources) you’re able to dedicate to your social media efforts. Messages and information? What should I say? Where do I find information others will be interested in? Obviously, your plan should include these as well. This is all part of the development stage.

Taking action is next on the agenda as you execute your plan of action. Post, tweet, link, connect to your heart’s content… provided it’s in line with your plan that you painstakingly developed. This is where you’ll save precious time and not put yourself in a position to consider social media a major time suck. Stay focused on the task at hand. Tweak and revise along the way, always keeping your objectives in mind. This is the execution stage.

Last on the list is to establish benchmarks based upon your objectives, expectations and desired results. This is your scorecard and one that should be on the forefront of your mind every day. It is there for you to analyze your efforts and results. Basically, it’s your social media P&L. Did you achieve what you set out do? Why, or why not? This is the analysis and quantification stage.

There you have it. A relatively simple social media plan for success that I fondly refer to as Social Media e-IDEA which is an acronym for Explore, Identify, Develop, Execute, and Analyze. Try it. I believe you’ll like it and will find that it will keep your head above water in your social media efforts.

By the way, the most painful part of my near-drowning experience wasn’t from the water in my lungs, or from the hard pounding on my chest and back, or even from the embarrassment and humiliation I felt in front of my friends and family. No, it was the pain of my aunt pulling on my ear, while scolding me for doing something that I was not prepared to do!

Social Media and the Super Bowl: Does Anyone Still Believe Social Media is a Fad or Irrelevant?

February 6, 2011February 6, 2011 ·

Watching the timeline on the Google real-time search results page for the Super Bowl, I’m amazed and intrigued by the steady increase of game-related Facebook and Twitter posts since midnight. I know that by game time, the numbers will be off the chart! Check out the trending results HERE and note the trending graph in the upper righthand corner.

The NFL has partnered with VISA to take advantage of the social media craze, and specifically, Twitter. A search for the NFL’s official Super Bowl site actually directed me to sbtwitter.nfl.com. This site is exciting from both the football fan and social media maven perspective. Of course, the information being shared is all about the game, fans’ opinions and bragging, and Super Bowl team and event facts. The added twist is the inclusion of former player and celebrity messages. The social media aspect shows tweet projections and trends. Combined, it makes for a truly informative and interactive experience.

From the players’ perspective, there’s an interesting article, Athletes see ups, downs of social media, that refers to Twitter tiffs, Twitter remorse, and how it’s all part of today’s game. The article points out how players tweet first and think later as it refers to a couple of NFL players tweeting about their team photo, and how Twitter has become a massive headache for NFL coaches. From a marketing perspective, it makes me think about the possibilities of integrating player, product and consumer!

Another article really interested me as it discussed social media integration with Super Bowl ad campaigns. Social media boost Super Bowl commercials’ bang for the buck, focuses on Volkswagen’s Super Bowl ad and how the company was utilizing social media ahead of the event so the commercial would not have to stand on its own. Enhancing the ad with pre-hype is one objective. But more importantly, the primary objective is to reach consumers on a personal level and to begin forming relationships. Interesting indeed!

With so many brands and marketers embracing social media on such a large, grand stage as the Super Bowl presents, it makes me continue to wonder why so many small business owners continue to cast off social media as a fad and as irrelevant for business purposes.

Check out additional results for Super Bowl and Social Media.

And, here’s a look at 30 commericals you’ll see on Super Bowl Sunday.

Social Media as a Must-do for Business Success

February 2, 2011February 2, 2011 ·

I was recently asked the question, “How do you convince small business owners that social media is a must-do? It wasn’t difficult to answer as it’s something I’m asked almost every day, and my answer remains the same. The reason? Quite simply, it works!

I believe the best way to convince small business owners to embrace social media is to educate them one piece at a time. Education must consist of both awareness and teaching.

Working with franchise organizations, I’m typically presented with the challenge of working with a mixed group of early adoptees all the way to diehard change-opponents, and many differing opinions in between. Some of the holdback is definitely generational as older businesspeople tend to be intimidated by new technology. Others are overwhelmed by the perceived complexity of utilizing social media effectively. While others chomp at the bit to move forward with full vigor!

My philosophy stems around making the learning process enjoyable. Regardless of differing opinions, skill levels and perceived or real understanding, the common denominator is emotion. Of course, emotions are easiest to work with when the path towards achieving goals and objectives is broken down into manageable components. At each transition point, a satisfying moment is key to moving the process along. For the various experience levels, the starting point is not the same.

Key elements of this process include hands-on instruction, which is made so easy today with the continued improvement of online meeting platforms. The ability to share screens creates a learning experience similar to a skilled worker manipulating and guiding the hands of an apprentice in the fine art of shaping a gem.

It also affords the opportunity for “students” to learn at their own pace. And, once they master one part, let’s say Facebook, we proceed to another. Then, when that part is mastered, they learn how to integrate the two. For the more advanced it may mean working within a complex campaign of integrating basic social media with email marketing that includes video with specific geo-based objectives.

I know I veered off course and addressed the process I’m passionate about, instead of focusing on the question at hand. But, it does take sharing the passion to get the non-adoptees to drop their guard and put their toes in the water. The exhibited passion must work towards building their confidence. The transfer of passion typically results in the desire to move forward. Many never look back.

Yes, I believe it all stems from education. We must continue to provide information, show examples of practical application and success, and get them to participate… but allow them to do so at their own level and pace.

One of my most satisfying success stories had me working with a successful 50ish year old female franchisee that was intimidated by social media. She was reluctant due to her own fear of looking stupid to others. She was afraid she’d make a catastrophic mistake she wouldn’t be able to correct. Her fear was very real and very difficult to overcome. She’d often exclaim, “How can I keep up once I start? It’ so overwhelming!”

Well, long story short, she has become extremely proficient at utilizing social media. Her biggest motivation to take it to a new level was a result of her daughter referring to her as a “cool Mom” because she was embracing Facebook along with other “cool” social media. Is it ironic that they now communicate better than ever? After all, social media is all about communications. She now sees how this can help her communicate better with customers. And, she is enjoying herself more in business today, than yesterday.

Social Media – What’s Holding You Back?

January 25, 2011January 27, 2016 · 1 Comment ·

In my effort to simplify social media within franchising, I have explored how other small businesses have embraced social media, and if they haven’t, what is holding them back. The comments pertaining to holding back are quite interesting. I’ve listed some below in order that our readers may see how others are addressing their concerns about using social media within the business world. Some individuals who work with clients expressing similar concerns about social media have also provided advice that I believe our readers may find useful. Upon reviewing these answers, comments and suggestions, please let me know some of your own concerns, as well as any comments or questions you may have.

Hesitant about Twitter

“Paul.. while I use Social Media sites for professional reasons such as Linkedin, and Blogger, I am hesitant about Twitter. I have been doing a lot of personal research on it, and getting opinions, and I’m on the fence.. I could go either way. My main fears with Twitter are being overwhelmed with spam, and followed by people who have nothing to say.”

I’m not a very good writer…

“Great question. When I listen to my clients and their concerns about using social media, particularly blogging & Twitter, one of the things I frequently hear is this: “I don’t know what to write; I’m not a very good writer; what if no one likes what I have to say?” etc. etc. I simply encourage them to jump in and find their voice as they go along, get more confident and build their brand. I totally get their concerns, though, as I think back to the first blog post I ever wrote, circa first quarter 2006 — I think I must have spent four or five hours (or more) trying to get it “just right.” Now I don’t fret, quite so much! Also, one of the other things I say to encourage clients to blog or use Twitter, is to let them know they have so much talent / knowledge to share and it is simply another way of giving back what they’ve been given.”

Misconceptions about Social Media

“Cost. A misconception about social media is that is a free or low cost alternative. But typing and building relationships takes time – people time – and time costs money. If you have no marketing budget, then you have no budget to pay someone (or yourself) to do the social media legwork. Social media, like all marketing efforts, shouldn’t been selected because it’s the cheap choice, but because it is the right strategic choice. With limited data to support real ROI impact of social media, particularly for B2B products and services, it makes it very difficult for a small business to take it seriously (considering small business’s limited budgets) over traditional direct sales and marketing activities.”

Market Your Way out of the Recession

“Some good answers here. Nothing is free these days, but when money is tight, businesses need to resist the easy way and stop marketing. We all know the adage about the need to market one’s way out of a recession. When the economy is tight, businesses need to think outside the box and look at innovative ways to market their business in the most cost-effective way, and preferably in a way that can be tracked. You don’t need to spend a massive amount of time, but 20 minutes a day looking after a business page on Facebook, adding photos that might attract fans and get your message across, is just another way of increasing your exposure.

I agree that, as a B2B tool, Twitter has not yet proved its worth, but it is another way of driving traffic to your website which, along with blogs, articles and other SEO methods, will all help to improve your organic search engine placement. I use it increasingly to gather information that I can pass on to clients (that enhances my reputation as someone who has an understanding of emerging trends and, very importantly, changes in consumer behavior). As a B2C tool, Twitter is proving to be very successful, and you don’t need to be an expert in copywriting. You just need to be yourself.”

Identifying, Defining & Organizing = Social Media Power

“For myself, spamming and just nonsensical chatter in a day already full of meetings, emails, contracts, books, blogs was overwhelming an already busy schedule. At some point, too much data had converted powerful information into just symbols on a page that I constantly had to decipher through to reach answers and wisdom. After taking time to identify and categorize the various social media sites and ultimately define the purpose each could serve in my personal and professional life, I have come to understand the power at my fingertips to use this as a tool to engage and connect with others.”

Does Social Media really work?

“For most of my clients and businesses that I follow, it seems like it is the lack of budget and resources. Social media is a time-consuming exercise and many executives doubt its profitability. So, really, the biggest hold back is the lack of tracking to prove that social media works.”

Apprehension & Confusion

“The clients that I serve are apprehensive about investing the time, energy and effort into social media. There is a lot of confusion as to how to monetize and capitalize using the social media. I also find that if they are baby boomers they may not be computer/tech savvy which also results in paralysis. There are so many things they are already doing…they just want to know that they can maximize and not waste time which may not bring in results.”

A Good Start… But Questions Remain

“While I use social media to advance our business, I believe that most people who do not use it are either not educated on it or don’t believe they have time to deal with it or don’t believe their clientele use it to purchase. I was on the fence about doing it myself as most of our clients are property managers and claims adjustors. While some of them have Facebook and LinkedIn, they don’t use it as much as other industries would.

I know that my father’s elevator company does not use social media to promote their business (may be shortsighted), but they do not believe that their customer base uses these tools to find business. I also fought with this notion. However, I decided to use these tools, if for nothing else than helping our company with search engine optimization. You can link these sites to your company’s site and this will increase your credibility with Google and the like. Twitter is something that I just started and really need to learn more about. It only really helps you if you get a lot of followers (clients/potential clients). Otherwise, you are really talking to yourself and not making good use of your time.

Blogging is a great way to go as long as you stay on top of it. If you don’t consistently post a blog with good and pertinent content, it does you no good. It is a great tool to get your thoughts and ideas to others as well as increase search engine optimization. I believe that almost all businesses should use social media to advance their business, but most that don’t use them either don’t have the proper education about these tools, time to use them, or don’t believe it will increase business.”

Social Media is not a panacea… It is a tool!

“Just over 3.5 years ago I began implementing “Social Media Marketing” techniques within my own firm. I wanted to ensure that I could make it work for our needs before we jumped in and recommended these strategies for our clients.

There is a plethora of information from many sources that assisted us…too many to mention.

We worked it hard. From our work in Social Media Marketing, we began to acquire clients from around the world. We acquired start-ups and helped place their wares in STAPLES and H-E-B Grocery Company. White Mountain Marketing achieved international recognition, and developed our Social strategies to the point that a substantial portion of our business (90%) is generated from these strategies.

From these successes, we created the position that one can not have ‘a’ strategy for a company. We believe that many strategies within the curtain of “Social Marketing” to penetrate several levels of clientele makes the most sense. Companies need exposure at every level, in order to achieve maximum positioning.

Of course, “Social Media Marketing” is just one component of well-drafted marketing strategies. It is not a panacea. It is a tool – a very strong tool that can help turn companies around, when used properly.

Great questions, Paul. There is a lot to think about when creating and implementing any tactics and strategies in business and marketing plans. Don’t jump on any band wagon…walk around and make certain the wheels are on tight and the horses are strong. Always test the water.”

Please share your thoughts, comments and questions below…

Is it Really Possible to Define Social Media?

January 16, 2011 · 1 Comment ·

In terms of today’s technology, Web 1.0 took a relatively long road to transform to Web 2.0. Remember that term, 2.0? It seems the term is withering away, being used less and less as social media continues to gain momentum as the all-encompassing buzz phrase. But, what is social media? Is it just a term to describe a new way to communicate? Some refer to it as a marketing method. Others maintain that social media refers to the technology behind social networking? Wasn’t networking always social?

One can hardly discuss mobile technology without bringing social media into the equation. Discuss customer service and social media is now mentioned. Find your brand on Yelp and quickly understand how customer service can create perceived opinion. Selling has been around since the beginning of time. But now social selling seems to be a trend. Can you really sell effectively without being social? Sales management has gone social as well. Have you heard about Social CRM? It’s no wonder there are still many people confused about social media and Web 2.0.

Wikipedia defines social media… “Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media uses web-based technologies to turn communication into interactive dialogues. Andreas Kaplan and Michael Haenlein also define social media as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content.” Businesses also refer to social media as consumer-generated media (CGM). A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value.”

As we’ve heard stories about the inaccuracy of Wikipedia, can we rely upon their definition? Well, that’s another story for another day. But, within Wikipedia’s definition, Kaplan and Haenlein bring up a good point in defining social media as, “a group of internet-based applications.” Is that really a definition, or just theory or interpretation? Besides, can the definition of social media be accurate without mention of communication? Maybe the best way to define social media is the last line of the Wikipedia definition, “A common thread… a blending of technology and social interaction for the co-creation of value.”

Many 2011 Predictions Focus on Female Perspective and Influence

January 1, 2011 · 1 Comment ·

As you might imagine, I spend a great deal of time reading and keeping up with both franchising and social media. Over the past week I’ve seen many predictions for 2011. Some are surprising. Many were anticipated. However, the predictions I’ve seen time after time, across various channels and platforms, both in social media AND franchising, cearly include women in the equation. If the comments haven’t been directly about women, they’ve been about things women heavily influence such as being consumers and bloggers, and of course, developing relationships via social media. Here’s two of the predictions that have been typical in much of what I’ve recently read:

Women Power

The recent report put out by Intuit shows that over the next decade, women around the world will enter the workforce at an unprecedented rate. Close to 1 billion women, who had not previously participated in the mainstream global economy will do so by 2020.

The fastest growing demographic of Facebook user is currently 55 year old plus women. We are creating a She-conomy. Plus women are naturally more social so it makes sense that we are adapting well to the social media sites.

Prediction: Women will overcome the legal or traditional barriers that prevented them from participating in some regions by using virtual, mobile and Internet technologies to run businesses without having to be physically present. Businesses will recognize this and start creating customized products and services online to cater to them.

Consumers Shape the Online Marketplace

Thanks to the number of amazing tools and services we have out our disposal these days it’s starting to transform the communities we build and the relationships we make online and offline.

Recent results have shown that nontraditional influencers, such as bloggers and social network contacts are the key people we turn to before making a purchasing decision. It makes sense really, you generally buy on recommendations from friends. Now you have these social networks where you’re exposed to your friend’s friends’ too and their influence will continue to expand.

Prediction: Businesses are going to be forced to step up and take on multiple, inter-connected approaches to reach new customers, most of whom are hanging out on the web. We will see more companies using their customers as the face of their business – either by sponsoring bloggers or highlighting top customers in their online campaigns.

Communication

Collaboration/authority building

Multimedia

Reviews and opinions

Entertainment

Brand monitoring