What do you think about the future of social media spending in 2010? Please take our simple poll on this really cool Twitter-friendly application: twtpoll.
As a long-time public relations professional, I have always promoted the use of surveys and polls to create news that is reflective of a company’s brand. This is a great way to make news that reporters actually care about and to establish companies as thought leaders in their respective industries.
Now, with tools such as twtpoll, you can make news and engage your community. LinkedIn also has a nice social media application for polling. SurveyMonkey does a nice job with more in-depth online surveys. The trick is to have your survey questions designed by a professional so that questions and answer choices are unbiased, complete, easy to understand and not too long. Tougher than you think.
The important thing to remember is to be honest about the source of your data when sharing with reporters. Some media outlets, such as the Wall Street Journal, are persnickety about online polls. Others are OK with online poll data as long as they can be clear about how the results were derived.
Barry Lawrence is a BrandCottage partner in charge of public relations and social media relations.
We have all heard of the “4 Ps of Marketing:” Product, Price, Placement and Promotion (many would also add Positioning to this mix). BrandCottage would like to suggest the “7 Ps of Social Media Relations.”
More on each of these 7 Ps of Social Media Relations in the weeks ahead:
Participate: Old media relations meant sending out a press release — a top-down message that the company controlled — and hoping for the best: positive news coverage that gets the word out. Today’s public relations, including social media, means dynamically collaborating with and exchanging ideas with customers. It’s a two-way conversation environment and today’s customers place more value on other consumer comments than on top-down driven company messages.
Pamper: Social media relations is the greatest customer relations tool ever invented, yet few companies are taking advantage of its power. Encourage customers to provide feedback on products and services, give them tools to develop new product features — even marketing strategies. Respond promptly to customer questions, comments and concerns. And reward customers who participate.
Platform: Most of the company social media content we see is only about the company and products and services. In short, boring. While this is important, the most successful social media communities are built around platform or themes that are more attractive to generating audiences and keeping them coming back for more. Support a bigger issue or cause — related to your products and services, of course — if you want to take your social media program to the next level.
Pollinate: Don’t get stuck in the quiet car on the social media train. Social media is also the greatest networking tool ever invented. Reach out to blogs and link to related community content on other social media sites as often as possible. Grow your sphere of influence.
Prime with PR: Media relations isn’t dead. It’s just changed dramatically over the last decade. Media hits are still valuable goals — providing third-party testimonials and serving as powerful vehicles that encourage audiences to seek out more information about your company. Search spiders love media stories that link people to your company Web site and social media properties.
Promote: That’s right, promotion is not a bad word when it comes to social media. Promotion combined with engaging content are powerful duos. In fact, your customer audience will expect promotional rewards in return for their dedicated social media community participation. Of course, promotions should not outweigh the community’s purpose. Strike a good balance.
Prompt: Lack of consistently updated content is a social media killer. As a PR consultant, I’ve talked with many companies who have done a great job of starting a social media program, but somewhere along the line they lost steam and (thank you) they call BrandCottage for help. Social media requires a lot of planning and perseverance. (Two additional Ps, perhaps?).
What Ps do you think are important for a successful social media relations program?
Barry Lawrence is a BrandCottage partner in charge of public relations and social media relations.
If you’re a media planner with experience (especially 10-plus years) you have undoubtedly sat in a room with the self-righteous digital or social media guru. You know them. They’re the ones who frown on you and your old-school media ideas as out of touch.
Of course, traditionalists are not without their own biases. After all, these new media mavens, you might think, have little real knowledge or experience with how media really works. And how do these new media gurus plan to scale their media plans — with small click-through rates — to come anywhere close to the reach of traditional media campaigns?
Which then prompts the digital and social media experts to claim: “You just don’t understand all the tools.”
And on it goes.
Please. Let’s stop the nonsense.
Clients need us to engage all the tools available to help impact marketing at the most efficient level possible. The truth is most seasoned media planners are excellent at examining all these tools and crafting an integrated plan that performs. Media planners set measurable goals and build plans to achieve them.
And digital planners do have experience and knowledge of engaging consumers with measurable effectiveness.
There is, for example, still no more powerful medium than TV for reach and entertainment. TV viewership has never been higher, although distribution to computer and mobile devices add many new dimensions. Direct mail and e-mail still work to drive short-term offers and promotions. In contrast,the Web is highly measurable. Behavioral targeting, ad serving and optimizing are very compelling.
In short, all media — both new and old — play vital roles in today’s marketing mix.
it is time to move beyond the us vs. them argument of old and new media and serve the clients and the brands with all the tools and intrinsic values of the full range of media offerings.
Patricia Wilson is the founder of BrandCottage, a media marketing company with offices in New York, Atlanta and Washington, D.C.
Social media is like the Wild West to many marketers. It often feels like a runaway train rather than a tool we can neatly harness, apply data against and measure. It takes many traditional marketers out of their comfort zone. Yet, social media cannot be ignored in the marketing mix and it is likely here to stay.
According to a March 2009 Social Media Success Summit survey (white paper) of nearly 900 marketers, 88 percent said they are currently using some form of social media. However, 72 percent have only been doing so for a few months or less. Worse, the majority of marketers say they really don’t understand social media.
72 percent of marketers have either just started or have been using social media for only a few months.
— Social Media Success Summit 2009, March 2009 Survey
In the work BrandCottage does with marketing professionals, 100 percent of our clients are using some form of social media. But most are still struggling to figure out just how to use it best. Marketers most often stake out claims on Facebook and Twitter, creating plots of digital space to help broadcast their promotional messages. But such strategies miss the mark.
Creating a promotional-only social media experience is like forcing viewers to sit through an entire television day of only commercials. Or picking up a magazine that only contains ads. Can you imagine riding in the car and hearing ONLY commercials on the radio? This is the opposite of what our customers want from us as marketers and the polar opposite of the intrinsic benefit of social media.
Most used social media tools by marketers, according to the Social Media Success Summit report:
Twitter: 86 percent
Blogs: 79 percent
LinkedIn: 78 percent
Facebook: 77 percent
Youtube or other video: 41 percent
Social bookmarking (i.e.; Del.icio.us): 38 percent
Forums: 38 percent
StumbleUpon: 28 percent
Digg, Reddit, Mixx or similar site: 26 percent
FriendFeed: 18 percent
Social media is different than traditional media because it offers us a two-way conversation. It has the power of the crowd. It has the benefits of being able to put something out to a crowd to see how they respond, how they make it better. If we’re successful, the crowd does most of the talking, not us. If all we do is push our goods, consumers will reject us, they will block us, hide from us and stop following us . . . with one click of the mouse.
Marketers, however, still need to sell stuff, right? Of course. But there are smart ways to use social media, to create connections at a deeper level and to give customers value:
Do a lot of listening and then create content your audience wants and values.
Say things they want to hear . Yes, sometimes it’s a deal on your product , but not always.
Be a storyteller. Get others to tell stories that relate to your core values. REI does this well.
Invite industry experts to blog on behalf of your brand.
Track trends and create lists. For example, a clothing retailer should provide style tips and the top fashion trends.
Include images to keep people interested.
Be genuine. Be a real person behind the brand.
Create content for your audience they can use, even if its not directly attached to your brand. Dell, for example, has a small business blog and they are a huge success with Twitter.
Ask questions and seek input from your audience. They want to talk with you. They want to contribute.
Respond to your customers. Social media impacts customer service as much as marketing. Whole Foods does this well on Twitter.
Patricia Wilson is the founder of BrandCottage, a media marketing company with offices in New York, Atlanta and Washington, D.C.
media campaigns?
can neatly harness, apply data against and measure. It takes many traditional marketers out of their comfort zone. Yet, social media cannot be ignored in the marketing mix and it is likely here to stay.