This FaceTalk blog post talks about the two questions I get asked most frequently… “How much time is this going to take?” and “Can I manage this in-house?” Of course, Social Media can take up your entire day and night if you let it. And, that isn’t its intention nor will it be very productive for your main business… remember, that thing you do so well? Outsourcing at least part of your social media marketing efforts allows a professional to guide you down the path that will be most successful for your business and takes the heavy lifting off you and your internal staff freeing you up to be the most productive at what you do best. Watch the video for more!
Jul 15
This video blog discusses the rising importance of the location-based, social media platform known as Foursquare. Foursquare was “lovingly created in NYC” and is becoming a huge hit with consumers as they check-in here and become the Mayor of that. However, business needs to step in NOW and embrace this location-based social media platform for the marketing and loyalty-program that it is in order for user population and density to grow.
In other words, business CANNOT wait until there is “critical mass”… it must start offering things on Foursquare now and the more that do, the more users will join and want to use it because they won’t have to carry around loyalty cards that make their wallet thick or that they leave home because they forget them. In short, businesses must create the critical mass that will ultimately bring them huge success!
Businesses, meet the NEW generation of consumers… we want points and we want you to participate. Have fun with us and reap the benefits! 
Feb 26
Water coolers. Pre-Internet, we met around our respective office water coolers for commraderie and to dish the latest office gossip. Those water coolers were mini-communities where like-minded professionals met daily.
Fast forward to 2010. Internet water coolers are just a mouse click away, according to a recent online New York Times article: http://www.nytimes.com/2010/02/24/business/media/24cooler.html?hp . These “water coolers”, “birdbaths”, whatever you want to call them, come in the form of Facebook, Twitter and other social media platforms.
In fact, the combination of Social Media usage with other media (i.e. television and the music Industry, to name two) is the latest buzz among industry leaders. As the article points out, “The Recording Academy, which presents the Grammys, mounted a digital campaign to promote the awards show this year, signing up Facebook fans and monitoring Grammy-related Twitter messages.”
Social media sites like Facebook and Twitter allow people to get involved in communities that are larger than simply their local physical presence as well as communities that might not exist in a certain locale. They also allow for people to take place in real-time “conversation” and join ongoing conversation for a real group interaction. Just ask any “social media junkie”… they feel “disconnected” when they haven’t been active in their communities for whatever reason.
Another great example of this was this past Super Bowl. Millions of people met and took part in conversations that would never would have taken place had it not been for social media. People discussed the game, the commercials, the halftime show and the hoopla in general. Fans and rivals alike shared in the fun. It simply didn’t matter if that you might not be in New Orleans or New England (or Miami for that matter)… the cities became larger than themselves. This age of connectivity is amazing and invigorating to say the least!
Play like the big boys in the Recording Academy and wage your own super-effective and state-of-the-art digital campaign. Contact Chris Isaac (me) at birdbathBUZZ cisaac@birdbathBUZZ.com.
Feb 14
3 New Studies Show Value of Social Media & Businesses Slow Response
By Amy Porterfield
Published February 5, 2010
There are some interesting studies surfacing lately in the world of social media. Here’s a summary of three recent research findings covering the benefits of social media marketing, how forums help brands and how businesses are employing social media marketing.
#1: 50% of Small Businesses Say Lead Generation is Biggest Benefit of Social Networking
According to the “Small Business Marketing Forecast 2010” from Ad-ology, lead generation is the biggest benefit of social networking for U.S. small businesses.
Here’s the breakdown of respondents’ top benefits of social networking:
- 50%: Generating leads
- 45%: Keeping up with the industry
- 44%: Monitoring online conversation
- 38%: Finding vendors/suppliers
This chart shows the level at which the respondents found each social networking benefit useful.
Here’s a surprising statistic: While 67% agreed that social media is a good way to increase business, 39% of those surveyed said they did not plan to use social networking in their marketing plan in 2010. This number is likely tied to the finding that 31% reported that their customers do not use social media, 29% stated they do not have enough time to devote to it and 21% said they do not know enough about social media.
Although more businesses are beginning to adopt social media strategies into their overall marketing plans, this report suggests businesses still have a long way to go before social media is fully integrated into marketing efforts.
#2: Online Forum Users Are Enthusiastic Brand Advocates
According to a recent survey published by PostRelease, people who actively contribute to online forums are overwhelmingly more engaged in “influential” activities – both online and offline – than people who don’t use forums.
What’s most interesting about these findings is that a forum contributor’s influence far extends past the walls of the forum. Here are some statistics:
- 79.2% of forum contributors help a friend or family member make a decision about a product purchase – compared with 47.6% of non-contributors and 53.8% overall.
- 65% of forum contributors share advice (offline and in person) based on information that they’ve read online – compared with 35% of non-contributors and 40.8% overall.
- 57.7% of forum contributors proactively recommend someone make a particular purchase – compared with 16.9% of non-contributors and 24.9% overall.
There’s also an interesting correlation between forum users and blogging. The study found that those who contribute to online forums are 10 times more likely than non-contributors to also publish a blog, and are 9 times more likely to take an active role in organizing an offline event or meeting for a group that originally met online.
For marketers who are looking to connect with the key influencers in their niche, the findings suggest that online forums are a smart place to start; however, marketers should proceed with caution. Justin Choi, founder and president of PostRelease, writes, “Online forums are great places to find enthusiastic consumers and influential brand advocates. The people in forums are often discussing specific products, sharing advice and asking each other for recommendations. For marketers, participating in that discussion is not quite as simple as jumping into a forum conversation – forums have rules about that. But there are tools for connecting in a way that’s transparent and relevant.”
Here’s a snapshot of the behaviors and habits of people who contribute to forums versus the non-contributors.
#3: Only 47% of Companies Experimenting With Social Media
A study by Gartner predicts that by the end of 2010, more than 60% of Fortune 1000 companies will manage an online community. However, another study by ComBlu brings Gartner’s findings into question.
ComBlu’s study, The State of Online Branded Communities, shows how most companies do not understand how to engage within online communities and have no real idea of what their customers want on these sites. Furthermore, most companies are unaware that people interact on these sites in different ways, so many companies are merely pushing data with little or no interaction.
The report reveals that when companies do get people to join their communities, their lack of engagement is extremely obvious to the sophisticated user.
“Instead of engaging the visitor, the brand drives them away because they offer little of value. Consumers today are sophisticated users of social tools and seek out communities to learn, share and interact. If these elements are missing, or there is no obvious organizing structure that fulfills specific needs, the ‘faux’ community will be quickly abandoned,” stated the report.
Here are some interesting findings related to brands and their online community activity (or lack thereof):
- 47% of brands are still in the experimental phase, meaning they “exhibit lots of social activity with little connection or integration with each other.”
- 24% are community ghost towns, meaning there is no engagement and very few members with no return visitors.
- 20% show a cohesive strategy and typically had robust engagement tools and multiple activities with an active participation from their community.
- 9% show community overload with multiple messages to the same audience, most likely causing confusion and diluting the message.
Perhaps even more important, the study points out that some of the most effective online community best practices were used the least. Of the 135 communities they examined, only:
- 44 have a community manager. A community manager acts as the face of the community. Without one, there is no cohesive bond between the community sponsors and its members.
- 44 allow social networking. This practice allows community members to connect with each other and find shared interests, thus promoting further connection.
- 35 offer social bookmarking. This best practice gives community members a tool to personalize and aggregate their online experience at the brand’s destination site.
About the Author, Amy Porterfield
Amy Porterfield is a social media strategy consultant. Her passion is helping companies, authors and speakers create raving fans using social media and online marketing. Other posts by Amy Porterfield
Nov 01
Jason OConnor compiled a useful list of Ten Ways to Use Twitter for Marketing. Among the ways is the promotion of blogging content, building an email list, and update followers on breaking news.
This is a really great article that I saw Guy Kawasaki tweet out about 10 ways that Twitter can be used for marketing. Good, real-world examples of how to use Twitter to do everything from introducing a new product to building your email list!
Sep 21
What’s your Twitter ROI? How to measure social media payoff
Computerworld – Tech-savvy fans of the Georgia Aquarium got a special deal this past spring: a big discount on ticket prices. The aquarium offered 25% to 40% off admission prices from February through May to people who followed it on Twitter or signed on as Facebook or MySpace fans.
The promotion brought in $42,000 in sales… (click headline to read full story)
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Sep 03
I have been tracking a new algorithm that Google is developing called “GOOGLE CAFFEINE”. NEW Google Caffeine search puts more emphasis on “real time” results, as to be more in line with both Twitter and Facebook search results. (The proverbial keeping up with the Jones’ concept.)
Since Google provides approximately 75% of all searches done in the world, I think this is pretty important. I would imagine most of you would agree with me. Will Google infuse their Caffeine algorithms into their current Classic Google algorithms? Time will tell. However, the trend is here and seems to be here to stay. Google is giving higher organic search rankings to sites that have an integrated social media marketing plan and are doing it “right”. How do you keep up?
1. Prepare for the fact that “real-time” results are where the web is going and that Web 2.0 strategies can advantage you when it comes to higher search engine rankings
2. Help your organic listings as they exist right now. This includes:
- updating your site frequently (once a week is not overkill)
- adding new pages to their site (this can be done by writing a blog post at least once a week)
- continuing to build quality incoming links to your web site, like Facebook and Twitter links with great content
The internet changes quickly and frequently. It’s a daunting task to keep up, but this is one area where you CANNOT afford to get left behind.
You can test the difference in your rankings between the “Google Regular” algorithm and the “Google Caffeine” algorithm by clicking on the links and testing search results for your key phrases. Enjoy!
Sep 03
6 Ways Businesses Can Use Twitter
When I was researching my new book, Twitterville, I discovered six ways companies were using Twitter. Perhaps some of them can be adapted to your company and its needs.
- An always-on newsletter. IBM is the world’s largest technology company. It is also the world’s tweetingest, with over 1,000 employees using it. The primary purpose is for IBM employees to share information with coworkers as well as the partners, customers, vendors, analysts and editors who comprise the company’s huge global ecosystem. According to IBM’s social media manager Adam C. Christensen (@AdamClyde), IBMers are involved in thousands of tweeted conversations every day. It allows them to share information fast and out on the edge, without the tedium of filtering from corporate headquarters. “Twitter makes us a smarter company,” he said. This seems particularly noteworthy considering that IBM owns LotusNotes, an aging internal network system designed to do exactly that as well.
- Recruit Talent. If you’ve ever savored the cuisine in hospital, military or college food services in North America, you probably have eaten food prepared by Sodexo. Even in these current tough times, Sodexo is growing like gangbusters and is finding senior talent by moving its executive recruitment efforts into social media. They tie it all together on Twitter (@SodexoCareers), using a network of recruiters. Arie Ball, VP of Talent acquisition told me that Twitter has helped them find chefs, facility engineers, and dietitians faster – and at lower cost – than other possible options.
- Launch for nearly nothing. Several companies have told stories of using Twitter to introduce new products or the companies themselves. Seesmic, founded by the French charismatic serial entrepreneur Loic LeMeur (@loic) launched his video chat service as “Twitter for video chat.” In less than 18 months, he has built a user base of over two million. His marketing hard dollar costs: nearly zero.
- Cultivate a Valuable Niche. Newell Rubbermaid (@Rubbermaid) is a 70-year-old manufacturer of bins, racks, boxes divided and the ubiquitous kitchen dish rack. Jim Deitzel, Rubbermaid’s e-marketing manager started tweeting as a new way to distribute company information. Like many company spokespeople that I interviewed, he soon discovered greater value in listening than speaking. In fact, he found an entire community of professional organizers who were passionate about Rubbermaid products. He started collaborating with them, asking them for help reorganizing his own pantry closet. He emerged as a de facto community leader, by serving as the glue that brought the company together.
- Roll your own marketplace. CrowdSPRING (@crowdSPRING) is a Chicago-based startup but it exists globally through Twitter more than in any physical location. Their website and Twitter serve as a virtual marketplace for designers and potential new customers in a most disruptive way. A company goes to the website and describes what logo or graphic elements they are looking for and declares a maximum price. Then a global network of more than 12,000 freelancers and small agencies bid on the work by showing graphic ideas. New buyers and sellers are mostly found through Twitter.
- Cross the Chasm Pitney Bowes Is a 100-year-old company with a very stodgy image. They continue to be known as the “postage meter company” despite a 15-year migration into software and services. Aneta Hall (@Anetah) is the self-proclaimed company change agent, using Twitter and other social media tools, partly to show that the company is at least slightly cooler and hipper that the image implies. Hall is also a self-proclaimed change agent, using Twitter to persuade entrenched corporate power that there are more efficient ways than traditional marketing to get closer with customers and prospects.
I could write a book about the different ways businesses are using Twitter. In fact, I did. It’s pretty much like the Blind Men and the Elephant. Every business thinker that touches Twitter seems to find a different perception of value.
Shel Israel is a social media story teller. A frequent speaker, he is the author of Twitterville: How Businesses Can Thrive in the New Global Neighborhoods (Portfolio, Sept 2009) and is the co-author of Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers (Wiley, Jan 2006) and The Conversational Corporation, a Dow Jones e-book (2009).
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Aug 31
Top 10 Reasons for Social Marketing
Even today social media remains a mystery to most marketers. In the minds of most retailers and marketing executives, social media consists of teens messaging on Facebook, sharing pics on Flickr, writing in their blogs or tweeting all their doings on Twitter.
Perhaps they read a few news blogs themselves or have a profile on LinkedIn, but they’re still scratching their heads and wondering how any of this could possibly be useful to them in business.
Coming from the conventional marketing world myself and looking back to my first impression of social media, I can appreciate the retailing and B2B marketing establishment’s legitimate skepticism. That’s why I put together my top reasons for using social marketing for you to share with your colleagues and top management.
Let me caution you however, that social marketing requires its own mindset. Marketing strategies that work well with traditional media won’t necessarily be as effective if applied to new media.
These then are my top ten reasons to take social marketing seriously:
- Social marketing is a logical extension of the multichannel marketing strategy of diversification. Social media sites can extend a company’s web presence far beyond the limits of its e-commerce, lead generation or information sites.
- Social media builds awareness of products and brands by attraction rather than interruption, and by pulling rather than pushing. Consumers enjoy the discovery process and don’t feel annoyed by it.
- Social media employs a community and list building paradigm that’s much more comprehensive, natural and intimate than conventional databases and autoresponders.
- Social media marketers engage customers in dialog. They talk with the customer rather than at the customer as is generally the case with conventional media. Social media can also facilitate post-sale support and dissemination of valuable product tips to customers.
- Social media used properly can build frequency less expensively than conventional media educating and informing the consumer over time.
- Social media can help reach target markets that are too difficult or expensive to reach using conventional means.
- Reach doesn’t determine cost, so social media can target a narrow vertical market while at the same time casting a wide net. Efficiency doesn’t really matter much in the context of social media reach.
- Search engines like social media, and social marketing leverages free high-quality search exposure which is preferable to paying for low-quality pay-per-click or banner advertising.
- Social media sites and your e commerce websites are available 24/7 more or less indefinitely. It’s much like having an ad run in every issue of a publication or like having a catalog or sales letter retained until the customer is ready to make a buying decision.
- Using social networking sites it is often possible to connect directly with B2B decision makers without interference from protective gatekeepers.
Social marketing is different from other forms of Internet marketing. Larry Brauner writes about the unique challenges that social media marketing poses in Top 10 Social Media Challenges.
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Aug 21
FoxyTunes Update: Share What You’re Listening to on Twitter, Facebook, Last.fm
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While we all sit back and wait for iTunes 9 and the rumored support of Twitter (
), Facebook (
), and Last.fm, Yahoo decided to beat Apple to the punch with a major FoxyTunes update.
FoxyTunes () is the browser add-on that gives you the ability to control any media player — iTunes, Last.fm, Pandora (), Windows Media Player — while browsing the web. Now the nifty plugin has added its side project, TwittyTunes, as a defaut feature. With the new FoxyTunes you can manually or automatically share the music you’re listening to with the social web.
The FoxyTunes team has built in the ability to share your music with Twitter, Facebook, Skype (), Yahoo Messenger, Last.fm, and Yahoo Status. You can manually share with each service by clicking on the share button (the double arrow button) as you listen, adding and customizing text to include, selecting your service(s), and hitting send.
Your status updates will then include a link to the FoxyTunes music page (like this one) for the shared song. You can turn auto-udpates on for Last.fm scrobbling, as well as automatically update your Skype and Yahoo Messenger status with each new song.
While FoxyTunes was already an incredibly useful browser add-on, it’s now a social music service giving us one-click sharing options to our favorite social sites. It’s the features we’ve always wanted from iTunes, but on a much broader scale because it works for any of our favorite media players.
