St. Louis Missouri (MO) Small Business Social Media Marketing

What does it cost to think?

The Original Post: What is the cost of thinking? Can be found at: http://www.relationship-economy.com/?p=5232

Your boss says”Our competitors are stealing our customers using this social media stuff. We need to use this stuff and do it better than our competitors and we need to do it NOW!”

You are then tasked with “doing it” but you have no experience or knowledge of what to do. So you look for help and find an outside resource whom supposedly has the experience and knowledge to know what to do. You bring the option of hiring this person to your boss and they ask about the cost and what will they get from using this resource.  You tell your boss the cost but aren’t sure exactly what it is you’re going to get. Then your boss says “I know we need to do this but I don’t know what it is or what we’ll get from it”.

How can a company put value on something they don’t understand?  How can they understand if they have no reference to “think about it”?.

What Is Required To Think?

Thinking about social media cannot increase understanding without the appropriate knowledge. Anything new or innovative takes time to understand and determine how to use it effectively.  In order to think effectively one must first acquire the knowledge necessary to think about using social media strategically, tactically and with specific purpose. Without the knowledge thinking will only produce the wrong outcomes because your thoughts are limited to what you know, not what you don’t know.

The reality is that learning to leverage social media requires people and organizations to reThink everything. This thing everyone calls social media has serious strategic implications and to just “do it” without gaining the knowledge to think about what needs to be done is a sure disaster.

Think About This

A business runs on communications. Without being able to effectively and efficiently communicate you end up wasting time and money. Money represents time and cost in rework, fixing misunderstandings, setting the wrong customer expectations and  not effectively and efficiently communicating to your employees, customers and your market.

The cost of not thinking about these issues is increased cost. However being able to “think” about these issues may require the infusion of new knowledge which may not exist in your organization. W. Edwards Deming once said “knowledge required to change the existing system to a better system must come from outside the existing system”. Why? Because the existing system is blinded by its own thinking. Get it?

Thinking About Social Media?

Who isn’t? The Corporate Executive Board said “Most companies are embracing social media—but too many are wasting their efforts through sloppy management”

More than 70% of companies are already using social media; many are planning to increase their spending on social media across the coming years. Whether for learning from customers, building their brands or a range of other hoped-for outcomes, companies are clearly diving in.

If you dive into the social media water without knowing its depth or where the rocks are you are likely to break your neck.  To avoid breaking your neck you should first get the knowledge about that which your about to dive into.  Without knowledge people, and entire organizations, perish.  Think before you jump. But before you can think effectively you must first get new knowledge.  Social media knowledge doesn’t come from self appointed gurus or experts who know how to get you followers and traffic. The cost of thinking increases when you don’t think. Get it?

What say you?

I love sharing other posts from some of the most brilliant minds in social media marketing. Samir Balwani is one of those people!
Enjoy this great article, the original can be found at: http://mashable.com/2009/09/30/small-business-strategies/

5 Advanced Social Media Marketing Strategies for Small Businesses

September 30th, 2009 | by Samir Balwani

Samir Balwani is an emerging technology strategist at Morpheus Media, a firm specializing in Social Marketing, SEM, and SEO. You can follow him on Twitter @leftthebox and get his newsletter.

Social media marketing and the businesses that utilize it have become more sophisticated. More small businesses are beginning to understand how to best leverage online tools to build a community and recognize that engagement and interaction are the foundations of social marketing, but most don’t know what’s next.

What follows are five advanced strategies for small businesses that may already have small online communities and understand how to create an online presence, but don’t know what to do next.

What Is An Advanced Strategy?

The definition of an advanced social strategy is a technique that goes beyond the normal social media presence. It introduces or reinforces a marketing message while pushing a user to another profile or business site. Before moving forward with an advanced strategy, it’s important that your business understands social marketing, has experience engaging consumers, and that you possess a basic understanding of online marketing.

Strategy 1: Multimedia Usage

The term “A picture is worth a thousand words” has never been truer. Consumers are now using the web to look for product pictures and videos; they want more information and want to see what they’re considering buying. The good news is that it’s easy for a company to create and publish videos and pictures.

In addition to taking photos of products, you can also take pictures at office events as a way to highlight company culture. This not only helps convince others to work with you or to buy from you (consumers see that you are down to earth and one of them, instead of a stuffy company), it also helps your HR department recruit new employees. Who doesn’t want to work for a company that celebrates birthdays and has a good time?

Videos are useful for explaining complex how-tos or concepts. Showing step by step directions can have a greater impact than even the most well written article. Businesses don’t have to invest huge sums of money to create good videos, either. I highly recommend the relatively cheap Flip camcorder, which takes great videos and is easy for even a non-technical marketer to use.

Multimedia can break down the faceless business-to-consumer sales flow and make your company appear friendlier. Use videos and images to show that your business is fun, you care about your employees, and most importantly, that you care about your customers.

Example: WorldMusicSupply.com

WorldMusicSupply.com, an online retailer of musical instruments and accessories, has used YouTube (YouTube) to build a strong online community. Their channel has built over 7,000 subscribers and has over 260,000 views.

Strategy 2: Integrate Offline and Online Advertising

Many small businesses do some sort of offline advertising, whether it be radio, print, or cable. Social marketing allows a business to extend their offline sales pitch.

Including your Facebook Page or blog URL in offline ads act as social proof, inviting potential consumers to see your community and increase trust in your business. Not only can integrating online and offline advertising help the conversion process, but it can also help build your community. Introducing potential consumers to your social profiles means they may join your community now and buy later.

Strategy 3: Message Adaptation

As businesses start to become more sophisticated with social media they are starting to leverage more online platforms. However, most deliver the same message over multiple platforms instead of tailoring communications for each individual site.

Social platforms each have an ecosystem of their own. What might be acceptable on Tumblr (Tumblr) might be considered spam on Facebook (Facebook). A specific style of writing might spread on Twitter (Twitter) but fail on FriendFeed (FriendFeed). Understanding that each site is different and then customizing your message ensures they do well on each respective site.

Not only does customizing messages across sites help the message spread but it keeps users from receiving multiple identical communications. Be sure to maximize your potential by sending a user that follows the business on Twitter and Facebook two different messages, instead of the same thing.

Strategy 4: Local Social Networks, Beyond Yelp

For a small business, local search can be a big win. Being visible to consumers looking for a business in their area is extremely important. Make sure your site is included in local business directories in order to help ensure that consumers find you when they need you. Sometimes finding that many sites can be difficult, however.

First, make sure you check your competitors. Where are they listed? Check their inbound links to check for business directories you can add yourself to. Also, make sure your business has been added to Google Maps (Google Maps), using the Local Business Center.

Take the time to include all the information you can and update any old news. For many consumers, this will be their first interaction with the business.

Example: Bella Napoli in New York

Bella Napoli is a small pizzeria in New York that has done a great job of making sure they appear in as many local searches as possible.

Strategy 5: Contests and Discounts

Building a community is only the first part of social marketing. Using that community to drive sales, propagate marketing, or crowdsource operations is the true power of social media. One way to excite the community is to collectively do something to create a contest or offer an exclusive discount (i.e., the contest can create competition between users). Not only does a contest build buzz organically but if contestants need to, for example, publish an article that gets the most comments in order to win, the contest itself becomes viral.

A good social media contest should include some sort of sharing or virality as a requirement for winning.

Discounts are also a great way to connect with your community. By giving exclusive coupons to your social community, you’re rewarding and reminding them that you are not only a brand to engage with, but also to buy from.

Example: NetFirms.com

NetFirms.com decided to make it easier to register a domain by allowing people to do it via Twitter. Those who participated or spread the word by tweeting, were also entered into a prize drawing.

Conclusion

Creating a basic social media presence is easy enough, getting your community to actually do something is more difficult. Taking advantage of these strategies can help you build your community, make your marketing more effective, and incentivize buying.

Jordan Julien got it right when he wrote this article- see it here: http://socialmediatoday.com/SMC/121581

He also made another statement that I think provides the most clarity of all when it comes to social media marketing:

“…Individuals NEED to infuse their personality/ beliefs into their brand to create a corporate brand that deserves respect.

I agree, that brands built from the bottom-up, should consider my advice as a progressive goal. Many brands, at this point, have tenants in charge of marketing. (People in charge, who simply want to make things a little better than when they first came into the position; CMO’s, CEO’s) Rather than those, who have invested their personal identity into their business.

These are the people that need to invest, and re-invest, into creating a brand that will promote confidence; and a brand that can be identified with.”

5 primary models a brand can use to communicate with its audience via social media.

I suggest there are 5 primary models a brand can use to communicate with its audience via social media. (These models can be applied to other media as well, but some work much better, and are much easier to execute using social media.)

1. Direct Communication
2. Communications Catalyst
3. Cooperative Communication
4. Participatory Definition
5. Brand Embodiment

Direct Communication: Occurs when a brand communicates its message directly to the audience.

Timeline: Instant

Participation: Minimal

Example: Youtube Video (Dove Evolution)

Communications Catalyst: Refers to a brand that encourages or provides the means of communication between two or more customers.

Timeline: Short

Participation: Minimal

Example: Crowd Sourcing (Best Buy IdeaX)

Cooperative Communication: Is a type of participatory marketing, where the brand proactively participates with its audience.

Timeline: Intermediate

Participation: Results proportional to participation

Example: Dynamic Facebook Page (Dew Labs)

Participatory Definition: The opening of a brand to influence, or re-design by its audience.

Timeline: Intermediate to Long

Participation: Minimal, but ongoing for better results

Example: Customer-Generated Branding (Doritos Undefined Flavour)

Brand Embodiment: Happens when an individual, or group of individuals, develop such a strong affinity for the brand that they will recommend it without being prompted. (Of course this also means, that if prompted they’ll recommend the brand, and also means that it’s their brand of choice.)

Timeline: Long

Participation: Substantial, and ongoing

Example: Apple* (Check out the # of related videos & comments)

*Note: Apple isn’t the best example, because they didn’t strictly use social media to follow this model. A better example might be Best Buy.

It’s important to know what model you plan on following, and map out the way to achive your goals. The knowledge that there isn’t just one way to participate in social media can help you plan the most effective campaigns. (Many brands follow the ‘Cooperative Communication’ model, but might achieve a higher ROI using a different model.) It’s also important to note, that multiple models can work together to provide a higher ROI; especially when dealing with different types of content.

Great article written by Lorrie Thomas – Web Marketing Therapy

Had to pass it on to all of you, she’s right on target!!

Social Media Marketing for Small Businesses

Social media platforms build buzz, boost business and serve small businesses as low-cost/no-cost marketing tools. Small business owners need to understand how these tools strategically serve and support small business first so they best implement social media strategies to sell products and/or services.

How Social Media Serves and Supports Small Business

Social Media, simply put, serves users and organizations in marketing in three ways:

1. Communication

Marketing is all about building relationships — relationships start with communication. New web tools like blogging, micro-blogging (Twitter), social networking (Facebook, LinkedIn, Ning), podcasting (BlogTalkRadio), video distribution (YouTube), event coordination tools (Meetup), wikis (Wikipedia) photo sharing (Flickr, Photobucket), and product review sites (epinions.com) allow small businesses to communicate, educate and share information directly with their current and prospective customers.

Content in the form of blog posts, audio, video, comparison/review sites, tweets and social network messages help share information in a less-formal way that builds the know, like and trust factors that influence decision making. Content is no longer just text. Small businesses can use audio or visual content for a “show me” and “tell me” to make communications a pack more interactive punch.

Social media’s direct communication distinction serves and supports small business as it brings the people you want to attract directly to you and makes direct communication possible. Social Media makes communication a conversation so small business owners can share, receive feedback and connect on equal ground with their target markets.

2. Collaboration

When small businesses empower their target consumers, they feel powerful. When your target market feels powerful, it trusts you, buys from you, and stays with you. Social media collaboration transforms consumers into prosumers. In an era of social media prosumers, it’s people (not companies) who make, shape, or break purchase patterns.

Small businesses can ignite collaboration for marketing by creating their own communities and/or joining communities. By doing so, they can listen and connect to their target customers and build a free forum to bring their market together. Collaboration = Marketing Acceleration.

Social media collaboration tools like review sites, video sharing sites, blogs, wikis and more allow users to self-serve, collaborate, and potentially serve as an endorser for your small business. Social media works as a marketing tool because people are more likely to trust peers rather than companies.

The power of mass collaboration serves and supports small business owners in a distinct way. Tapping/creating valuable collaborative options can bring people together to share ideas, exchange information, and help each other — and support relationship growth. Removing the “company/client” disconnect can break down elitism and boost marketing mind power.

3. Entertainment

The most important reason that social media works as a marketing tool is simple — because it’s fun. People want to go where they feel they belong, have a voice, are listened to, and enjoy themselves. Small business owners need to be where their target markets are — and these days, the masses are on Facebook, Ning, Twitter, Linkedin, Photobucket, YouTube and more because it has entertainment value.

Remember the Will It Blend? campaigns by Blendtec? They were a perfect example of social media marketing in brilliant action. Videos were relevant as they showed the product, were entertaining (they blended an iPhone!), and they were viral! People could easily share the fun with friends due to the ease of social media sharing widgets.

You can’t put a dollar amount on free promotion. The way social media stores data as an “Interactive Rolodex” also has an entertainment factor. Sites like Facebook and LinkedIn are becoming the “new databases” because they are fast, easy, and fun. People are more likely to update their Facebook and LinkedIn information than a sterile address book because it is fun.

Small business owners use social media’s entertainment factor to build their online database of contacts and connections, be visible to prospective customers, and get the word out in creative ways like YouTube videos, blog posts, images, podcasts to make people smile and spread the word.

How Social Media Helps Small Businesses Sell

Social Media Marketing helps most small businesses boost sales indirectly by increasing relationships. Understanding that social media marketing serves users for communication, collaboration, and entertainment is the first step to considering how to strategically implement the multitude of social media marketing tools and choose the ones that work best for your unique organization.

The key thing that small businesses need to remember when using social media to help sell is that efforts must have value. There has to be value to your content, community, and execution to get people to engage with you or your organization. Social media doesn’t sell things — people sell things. Engaging in social media marketing starts the relationship-building process. Start small and snowball. Social media takes understanding, passion, effort, and commitment to make it work. Give your small business an authentic voice with social media and commit to providing value and you will be off to a smart start.

Lorrie Thomas, MA is a Marketing Therapist that helps small businesses get BIG with web marketing. Her team of “wild web women” at Web Marketing Therapy empower professionals with healthy doses of marketing advice to gain maximum wealth from the web. Lorrie speaks nationally and teaches Web Marketing, Social Media Marketing and Search Engine Marketing courses at UCSB and Berkeley Extension.