Category Archives: Social Media

posted by Kevin

Feb 01, 2012 @ 11:16am

Consider Your Audience

My mom recently told me a story about one of her 4th grade students interrupting class to ask about a picture of her on Facebook. Other students immediately chimed in as well, revealing their extensive knowledge of her family, where she went on summer vacation, what she did on her birthday last week, her favorite inspirational quote, and so on and so forth. Her profile — which she thought was set to private and could only be viewed by friends — was Facebook-stalked by a bunch of 10-year-olds with nothing better to do.

It’s scary to me how easy it is to make our personal lives public in today’s digital world. We market and brand ourselves daily via social networking sites like Twitter and Facebook without truly considering our audience. With over 400 million people connecting to Facebook every day, we now have the chance to share our personal lives and opinions with an audience 10x greater than the one President Barack Obama had for his recent State of the Union address. These onlookers could include anyone from your grandmother to your future boss to your creepy next door neighbor who strolls to the mailbox every morning wearing nothing but a bath robe, so it’s comforting to know that there are options available to minimize how much of our lives we share online.

However, the method of securing our privacy through these social networking sites is constantly changing: either being made simpler for the sake of clarity or more intricate for a more personal approach to your privacy. While it is beneficial for companies to update their policies for the sake of the user, it can often lead to consumer confusion in the process. For example, I helped my mom update her Facebook settings and found the new options far too verbose and confusing. By the time I’d finished, I wasn’t even positive that I’d checked the right options.

Google recently updated their privacy policy by getting rid of 60 different policies and combining them into one that is more concise and easy to understand. Perhaps some day other companies will follow suit. But until that happens, I think we should all take another look at the information we are sharing with the world — literally, the world.

To see just how much the internet has invaded your personal life, click here and type in your name and city.

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posted by Teresa

Jan 10, 2012 @ 7:00am

5 Trends for Nonprofits = 1 Big Challenge

“Greater emphasis on strategy, organizational alignment and process design will be applicable to all nonprofits, large or small. Essentially, being more sophisticated and savvy when it comes to supporter engagement won’t be just a ‘nice to have’ — it will be a necessity.”

This from Vinay Bhagat, founder and chief strategy officer for Convio, as commentary to support their predictions of Key Trends for the Nonprofit Sector in 2012. A quick look at these five indicates the significant challenges organizations are up against:

  1. Online and New Media Channels Will Continue To Extend Their Influence
  2. Peer-to-Peer Engagement Will Play An Expanded Role
  3. Donor Fatigue Will Be More Pronounced
  4. Supporters Want To Control Their Experience
  5. Integrated Marketing Will Rise To New Heights

So what’s at the bottom of all this? Is there one thing nonprofits can call on to help address these complex marketing issues?

Yes. It’s called strategy.

After a couple of years basking in the glow of social media tactics, nonprofits must accept the consequences of all the “free and easy” noise that has resulted in a highly crowded nonprofit marketplace. One in which the consumers who have been bombarded with so many cause-related digital messages may be considering a way out (see points 3 and 4).

On the other hand, nonprofits that design and deploy well orchestrated, multi-channel  marketing initiatives — with highly focused objectives, clearly defined audiences, and a razor-sharp message —  will not only prevent “donor fatigue” but also attract and engage record levels of supporters (see points 1, 2 and 5).

But it’s neither free nor easy. Planning integrated, multi-channel marketing programs is hard, and it demands a tremendous amount of focus, self-discipline and attention to detail. Start now with an assessment of current marketing efforts, give yourself an honest grade, and commit to a marketing program in 2012 that is built  on an integrated, strategic platform that takes into consideration these five consumer predictions. Then stand back and watch the magic.

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posted by Kevin

Dec 07, 2011 @ 7:30am

The New Art of Conversation

I’m in planning mode for several clients now, and McKinsey’s much discussed “customer decision journey” is dominating my thoughts. This theory holds that consumers hold a portfolio of brands, evaluate other brands constantly based on peer influencers and decide periodically which brands to add, discard or replace.

The customer decision journey replaces the old purchase funnel, rightfully acknowledging that spouses, children and friends influence our decisions more than advertising, public relations or social media.

It is worth acknowledging that consumers have denied the influence of advertising on their decisions since the beginning of market research. Nevertheless, Gallop’s poll paints a clear picture.

Peer influence and referral have never been more influential than before.

This dynamic is made all the more powerful by technology’s ability to offer everyone a voice, a megaphone and an audience. So what’s a marketer to do?

Start a conversation. Be bold and give consumers something to discuss.

Amidst all the noise about cyber Monday, Patagonia did just that.

There has been disagreement in marketing circles about Patagonia’s strategy. Some have questioned whether or not the approach was sanctimonious.

I love that the company has taken a stand against excess consumerism. Even better is the fact the company started a conversation about Patagonia. No doubt people are consuming less. So why not increase loyalty from current customers and attract new ones with likeminded values?

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posted by Julie

Dec 01, 2011 @ 5:14pm

We’re still sticking together.

The concept of community was very different in the 1950’s. It was a physical place where a group of people lived. It probably had sidewalks and a few white picket fences. But the most important feature was the cluster of people who interacted with each other to form this place.

Many of today’s most successful communities are nowhere to be found, per say. Their address starts with www but their sense of community is as strong and solid as a 1950’s ranch home.

It’s been an interesting evolution to experience. The shift from push to pull is a welcome change for most. Our world is more open. There are more people, more ideas and more opportunities than ever before. Especially when it comes to communities and audiences.

Love bacon? Handmade gifts? Restoring BMW’s? Knitting? Knitting clothes? Knitting clothes for dogs?

It’s interesting we now have so many more spaces to join with other likeminded people. We have professional and social sets we can select and sort at will. And always on our own terms.

The community concept hasn’t gone anywhere. Even better, it will continue to grow and evolve.

In short, the world is becoming more niche, and responsive brands have to embrace this. Differentiating, often to the exclusion of some, is paramount to relevance in today’s highly defined online communities.

 

 

 

 

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posted by Apprentices

Sep 20, 2011 @ 12:23pm

Love Talk: be useful or be interesting.

I follow Anthropologie on Tumblr. (And yes, someday I’ll stop talking about Anthropologie. When they stop being so cool.) Here’s why: their Tumblr blog, etymologie, reads like great editorial content, because it is. Each week, the folks maintaining this blog choose a word: “pet” or “garden” are recent examples. Then, they feature a variety of content – sourced from employees, customers, ordinary people – that expresses the essence of the word. The tone is casual, conversational. The photographs aren’t always styled. It feels like a community effort.

A photo that appeared on the etymologie tumblr during "pet" week.

The only marketing that ever appears in the blog is a small “shop anthropologie” link in the top navigation. So what makes the Tumblr blog such a smart marketing strategy? It obeys the two essential rules for communicating in our world today:

Be useful or be interesting. Bonus for being both.

Consumers are overloaded with information. Messages – of all kinds – fly at us from every channel. Still, organizations somehow believe that simply moving their marketing communications to Facebook or Twitter means consumers will listen to them. Nope. The reality is that none of us can process all the information that’s thrown at us everyday, forcing us to become more and more selective about the content we consume.

If brands hope to be heard, they must create communication that actually offers something of worth to their customers. It should instruct, inspire, ease, entertain. A few forward-thinking fashion brands have been quick to grasp this concept and have created their own editorial outlets – like the etymologie tumblr or like The Journal, an online magazine produced by men’s clothing brand, Mr. Porter. Consumers are attracted to the content for its own merit. It’s like going to a smashing party given by a cool host – your brand.

Granted, if you sell jet engines or potting soil, creating a lifestyle publication is probably not your best communication strategy. The question to ask yourself, then, is how can I give to my customers? How does my brand fit into their lives?

Perhaps the only “marketing strategy” that matters is simply love your customers.

When you love someone, you make a concerted effort to please him. You consider her needs, and how you can meet them. You listen. You pay attention to what he likes.

And when you open your mouth, that’s what you talk about.

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posted by Cathy

Sep 08, 2011 @ 11:30am

New Work: The Good Life Blog

We recently launched a cross-channel communications plan for Goodwill Industries of the Upstate/Midlands. In order to sustain and grow Goodwill, we recognized the importance of engaging a younger generation of shoppers and donors. We developed a digital strategy to make the brand relevant for modern lifestyles. The foundation of this social strategy is the creation of a thrift-inspired lifestyle and design blog, The Good Life blog.

This isn’t your average corporate blog. In fact, it’s not corporate at all. Goodwill hired an independent blogger to work  her design and thrifty magic on finds from Goodwill stores all across the Upstate and Midlands, and then write about them in an interesting and useful way. The blog is targeted to reach a younger, more diverse audience–those consumers who are interested in building a creative and sustainable lifestyle, especially in this post-Recession economy.

We’ve been delighted by the strong show of interest the blog has already received this soon after the launch. This early success just reminds us, once again, that there’s no substitute for great content that proves to be meaningful for consumers’ lives. To read the blog and be inspired yourself, click here.

Creative team: Cathy Monetti, Ryon Edwards, Kathryn White, Kendra Schaefer (thepixellary.com), Kendra Ardis.

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posted by Julie

Sep 07, 2011 @ 10:00am

Maryland’s Gridiron PR Grab

Anyone who watched the University of Maryland/Miami University game on September 5 had an instant reaction to the Terrapins’ new uniforms. Even former Gamecock collegiate authority Travis Haney noticed the chatter all the way in Oklahoma tweeting, “Maryland’s unis just broke Twitter.”

The uniforms created quite a stir. Several trending hashtags on Twitter. The subject of many a Facebook status and comment. They even trended on Google. A day later they were still a hot topic on countless national news shows and segments.

The uniforms generated a level of buzz that Maryland’s football team has never managed to pull off.

Maryland beat Miami. But what else did they win that night?

You can bet they didn’t care what millions of Everyday Joes and Janes with no connection to their program thought. More telling will be the reception from Terrapin fans, potential recruits and college football fans in Maryland.

The Terrapins put their Maryland pride on the line and on their sleeves. And a good chunk of the college football nation is still talking about it.

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posted by Cathy

Aug 18, 2011 @ 7:00am

10 lessons from Social Crush, Day 2, Part 1

It is the grand gift of a new communication paradigm that has left many of us feeling overwhelmed rather than in-the-digital-know. Starting tomorrow, and every morning following, ask yourself:

What is it that we can stop doing?

Repeat with me so I will know you heard correctly:

What is it that we can stop doing?

According to Kipp Bodnar from Hubspot, a presenter who knows a thing or two about magnetic content, it goes like this:

Experiment. Track. Then STOP (if it is not working), or DO MORE (if it is working).

the gospel according to Kipp

Does this rock your world the way it does mine? I can’t remember a single time in any aspect of my life, personal or professional, when I was encouraged to just give something a try to see what happened, knowing full well I had permission to simply STOP if things didn’t work out as I planned. This concept (is that even the right word?) is truly a game-changer, and I believe it will impact the way we create, innovate and evaluate across a broad business — if not cultural — spectrum.

Needless to say, it is the biggest Day Two takeaway for me from Social Crush, an incredible, all-encompassing seminar held this week in famously hot Columbia, South Carolina. Here are a few more:

2.  People don’t like to be marketed to. They like to have their problems solved.

3.  Kipp’s Formula for Success (and I believe anything he says)

  • Get the basics right
  • Maximize content discovery
  • Create conversion ubiquity
  • Test and fail fast
  • Optimize for maximum leads

4.  Ebooks and webinars rock.

5. You can get it done 15 minutes a day. (Okay, maybe I don’t believe everything he says.) But here goes:

  • 5 minutes Twitter/Facebook
  • 5 minutes LinkedIn answers/groups
  • 5 minutes Google alerts

Remember, monitor, then spend time where it is working!

6. You must have a schedule for what you are going to publish.

7. You can never publish too much stuff if your content is good.

8. Make it clear what you want your reader to do. Make it clear if you stand six feet away from the computer.

a lot of good stuff in here

9. It’s important to have a rhythm to your posts.

10. The web compounds over time, just like a 401(k). The results are exponential. Keep at it.

So that was just Kipp’s presentation, and there were three following it, including great tips on legal, SEO, new tools, blogging and more. Another day, another post.

Until then.

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posted by Cathy

Aug 16, 2011 @ 10:25pm

13 lessons from Social Crush, Day One

the crowd at Social Crush Columbia

Here’s the crazy thing. My biggest takeaway from Day One of this large and impressive social media conference, called Social Crush, is such a simple thought:

Listen. And respond.

We already knew that, didn’t we? And yet how easy it is to forget.

It’s like going to a cocktail party and feeling out of place. You get a little nervous, and before you know it, to be charming and interesting, you start blabbering on and on and on about Every Little Thing You’ve Ever Done and the stranger in front of you nods mechanically and quickly makes a move for the cold hors d’oeuvres.

Listen.

Do you know who you are talking to? What do they care about?

And respond.

Where do your interests overlap? How can you make a connection?

We need more creative farmers, it's true

I made a note in my very fabulous We Need More Creative Farmers sketchbook, made ‘specially for me by my friend and former art director Larry Thacker.  (I interviewed him when he was a young VCU grad just because I liked his name. Seriously.) Anyway, I made a note with a big ol’ star to remind me every time I find myself in social media the-toolbox-keeps-expanding overload: (whew) Just listen. And respond.

Here are the other Big Takeaways for me.

2. There’s a difference between being a social brand (one person’s job) and a social business (5 percent of everyone’s job). ~ Thanks Tim Moore

3. An advocate is someone who talks about your brand when you’re not listening. ~ Tim Moore, again

4. Offer real value. And use Farmer English. ~  Thanks Ty Downing

5. Follow local influencers. And wear great shoes. ~ Victoria Harres

6. Promote other people in ways that don’t benefit you.  ~ Victoria, again

7. Humanize the brand. (There is so much to say about this! Another post, another day.) ~ Victoria

8. Inspect your audience, and your content, frequently.  ~ Victoria

9. Work the phrase “That would be hot!” into my presentations/client conversations. (Oops. That was a note to myself. Just liked it. Tim? Ty? Skeeter? Kip? Not sure.)

10. There is no control in social media. There is only training. ~ Mike Brito

11. To coordinate your efforts, have a hub and spoke model. ~ Brito

12. The platform doesn’t matter. The content does. ~ Glen Gilmore

13. (on the future of social) Keep your eyes on the customer and understand their behaviors. You’ll be fine. ~ Brito

Looking forward to Day Two.

*Editor’s note: There was so much smartness flying so fast around the Columbia Metropolitan Convention Center that some, or all, of the comment credits in this post may be wrong. The author accepts full responsibility for such matters and begs the forgiveness of any offended party. Particularly @glengilmore.

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posted by Apprentices

Aug 09, 2011 @ 2:24pm

Storytelling

I spent most of my weekend offline. Which was so nice.

Friday night lights.

It began with a high school football game, and moved on to lazy neighborhood strolls, impromptu jam sessions, and late night family dinners. This was a weekend fat with laughter. There was a moment at the table—our dinner plates empty but not yet cleared—when I looked around at everyone’s faces. They were fully engaged in the tale of the family’s legendary wiffle ball games, laughing, interrupting to share remembered details.

It reminded me how powerful a story is. Narrative is the engine that moves our world along. It’s what creates connection and inspires action.  We forget that sometimes, don’t we? Especially in our world of “likes” and QR codes and whatever the next batch of shiny and new turns out to be.

Consumers are hearing more messages in more places than ever before. Without a story to tell, a distinct brand voice, a rallying cry – your brand’s message will fragment and disappear in the never-ending stream of modern communication.

Just last week, Cathy Monetti handed me a Boden catalogue to look through because she guessed (accurately) that I’d like the clothing. What immediately intrigued me was the great care they took to tell their story on every page. Every instance of copy, even down to the small “please recycle” message, had been carefully considered and crafted in Boden’s distinct, light-hearted voice.

On each page, Boden listed the first name of the models and their answers to questions ranging from: What scares the pants off you? to What do you think about when you’re traveling? Such a small detail, but it resonates because it reinforces the story Boden’s been telling all along: We’re human. We make feel good clothes. We believe in delight. I sauntered over to their website where I discovered other unique brand-building elements, like instructions for building a teepee and an end of summer bucket list.

Consider your brand’s communication efforts. Is there a story? Would your fans recognize your brand’s voice? We can build award-winning apps and deploy multi-faceted social media strategies and write snazzy ads—but in the end, what people will sit around their dinner tables and talk about is a great story.

 

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