Social Media Strategy « Flint Group Blog

Posts Tagged ‘Social Media Strategy’

Social Media Without the Trial and T-error

By Colin N. Clarke, November 12, 2009

The American Marketing Association – Alaska recently hosted a presentation by the Anchorage Concert Association (ACA) on its experience in using social media. ACA’s experience proves that social media provides some great opportunities, but comes with some pitfalls to watch out for as well. Here’s how your business can take advantage of social media opportunities, without the dangers of trial and error.

Strategy BEFORE tactics - A common pitfall: A business will say, “We need a Facebook page,” or “We need to do something with Twitter.” Truth is, worry about tactics LAST not first. The tools will change over time. Two years ago there was no such thing as Twitter, three years ago, no Facebook, four years ago MySpace was a HIT, but not so much anymore. Develop a strategy FIRST. The tactics that follow will then become obvious. Read Jay Baer’s article “The 7 Steps to Creating a Social Media Strategy” for more.

Establish objectives - What do you intend to accomplish with a social media strategy? Just saying you want 500 new followers or fans isn’t enough. Go deeper and establish some clear objectives. With social media you can address many areas, but define them now so you can stay on target.

- Improve the company image as being _________ (professional, caring, responsive, more…)

- Increase trial/use of our products or services

- Increase customer access to information on our company / products / services

- Increase membership / participation

- Improve customer / member communication

Budget for it - There is a common misconception that social media is FREE. Well, it isn’t. Yes, access to many tactical tools are free, but effectively employing a social media strategy that yields results requires an investment. Josh Lysne’s article, “It’s a lot of things… free is not one of them,” talks about the significant investment of TIME required to appropriately deploy a social media strategy. “You need to regularly engage your audience. You need to actively monitor what is being said. You need to review, refine and rework your engagement strategies.” All of these are vitally important and all of these require TIME – so budget for it. This may mean a new full-time position (or two) simply to execute your social media strategy, so be prepared.

Follow through - In consideration of the TIME factor mentioned above, follow through can become a pitfall and challenge for many. Social media creates an environment for audiences to engage with your brand – whether you like it or not. You need to be prepared to initiate and respond. How will your business deal with a situation that suddenly goes viral like the YouTube video “United Breaks Guitars?” It can happen at any time, but if your social media strategy is thorough, you will have a listening program and a response plan in place… AND you will have someone assigned to respond appropriately and in a timely manner.

The biggest tip of the cap to the Anchorage Concert Association is their willingness to JUMP IN. They’ve established a Facebook presence and are beginning to find their way through the social media maze. Alaska-based businesses have been a little hesitant to adopt digital communications solutions, but that is starting to change. Effective social media strategy and planning can remove the fear of trial and error and replace it with a confident approach to optimizing customer engagement and relationships.

Colin is a senior strategist for AadlandFlint and the Flint Group. Follow him on Twitter at @colinnclarke.

Image: www.freedigitalphotos.net

Posted in AadlandFlint | Comments

Tags: AadlandFlint, AMA Alaska, Anchorage Concert Association, Flint Group, Jay Baer, Josh Lysne, social media budget, social media objectives, Social Media Strategy

Web content: it’s not about you

By Phil Hunt, November 10, 2009

The web changes everything!

The most shocking thing about this idea is that it shocks at all. People in general are comfortable on the web. Interacting online is ordinary. Buying online isn’t new or unusual.

It’s the sellers among us who can’t seem to move on. We’re spending a lot of time and energy talking about the challenges of the web. But the way to effectively communicate online is actually very basic.

Stop selling and think like a buyer.

Buyer’s perspective and good communication
As a seller, your tendency is to talk about your needs: selling products or services. A customer cares about something entirely different: his or her needs.

A customer’s point of view is essential.

That’s another idea that isn’t shocking. It makes sense anywhere, not just on the web. But it’s more relevant now. Online attention spans won’t tolerate content that doesn’t speak to customer objectives. It’s easy to jump somewhere else for help.

Check out this interesting video with renowned copywriter* Herschell Gordon Lewis. He understands buyers, and the strategic value of thinking like one, better than anyone. Jump ahead to about 3:55, and watch until about 5:20, if you want to save some time.

* Interesting trivia regarding the“Godfather of Gore” title: Herschell Gordon Lewis was once a low-budget film producer and director who essentially invented the modern horror movie.

Creating content from a customer’s point of view.
As Lewis mentions in the video, an ad agency, freelance copywriter or a marketing consultant is uniquely equipped to think about a customer’s point of view and create content around it. Like the customer, outside marketing experts can’t know as much as internal staff. The strength of a good writer is his or her ability to absorb your information, and distill it down to things that the customer cares about right now.

If you don’t have a marketing expert to turn to, you can keep the following things in mind to ensure your content achieves customer objectives as well as your own:

What is the business objective?
Develop your strategy and write the content to match a specific goal.
What are the customer’s objectives?
What does the customer want to achieve online? Ensure your content helps them.
What do I have to offer the customer?
Cut down on product education and industry jargon. Instead, think about what your customers will do with your products or services. How will they benefit?

Most importantly, seek an outsider’s point of view:

Use research.
Ask your target audience about their online habits.
Find someone on the outside.
Ask anyone from outside the company to read your content. How do they react?
Try role playing.
Sit down at the computer and act like a potential customer!
Use social media.
Social media is a great opportunity to communicate on a customer’s level, because they are actually telling you what they’re thinking. Look for people to help and help them.

Has customer knowledge (or lack of it) changed your content strategy? Leave a comment and tell us about it.

Posted in Flint Communications, Flint Group | Comments

Tags: Communications Strategy, Flint Group, Interactive, Marketing, Social Media Strategy, web content strategy

Using Social Media to Elicit Customer Insights for Innovation

By Andy Reierson, November 3, 2009

Companies who have managed to survive and thrive for many years have managed to stay ahead of customer demands through research and development. With social media, doors have been opened for every company to develop a community of their best customers and gain insight that can lead to new opportunities for products and or services. A good social media strategy and program can help you form a connection with your customers that wasn’t possible even 3 years ago and can drive your ability to adapt to customer needs and wants.

Posted in AadlandFlint, Flint Communications, Flint Group, Flint Interactive, HatlingFlint, SimmonsFlint, WestmorelandFlint | Comments

Tags: consumer relationship, Conversation, Flint Group, Social Media, Social Media Strategy

How to fall in love with Twitter

By Debbie Morrison, November 2, 2009

I was first introduced to Twitter about two years ago when someone invited me to join, so I did. I took a look around, didn’t understand it, ignored it and eventually just completely forgot about it. Another year goes by and suddenly Twitter is a household name. Friends, celebrities, TV stations, businesses, you name it, are all agog about Twitter. So I decided to dust off my old account and give it another try.

I hated it.

But because so many people loved it, I was determined to figure out why. So I asked my 12 followers at the time, “what is the key to liking Twitter?” and this is what I learned:

Follow your passions – This is by far the most important thing to do. Start by searching for and following people who have like interests as you. For me, those interests include organic farming, bee keeping, cross country skiing, food, art, and anything to do with the outdoors.

Read the posts of others – Perhaps you don’t know what to say. That’s ok, because others have a lot of interesting things to say, so just enjoy the thoughts and comments that they are offering. I found that by reading what others had to say was the best way to learn how to use this tool.

Be interesting – Rather than just giving a report about what you ate for supper, share your thoughts, comments about events, photos, or links to articles that you think your followers would be interested to know. My PBJ sandwich report wasn’t nearly as interesting as the number of bee stings I got in the apiary that day.

Have conversations – If you need advice, ask your followers for help, or share your own insights with those who are seeking info that you may know. I discovered this benefit one day when I had a concern about a pest on one of my crops. I posed the question to my organic farmer friends on Twitter and instantly received some great advice – from all over the world. I also learned that there is no grey area on the issue of eating brussel sprouts, but that’s another story.

Be yourself – Relax, let your personality shine through and don’t try to force yourself to be someone different online than the person you are at home. I started to just think about my twitter posts as being a comment I would say to a friend who might be sitting right next to me. That gave me a perspective, and helped me to be, well…. just me.

When I first met Twitter, it was not love at first sight. But over the course of several months, after giving it a chance, my relationship with Twitter has begun to blossom.

Now I’m starting to fall in love with it.

xoxo,
@SapsuckerFarms

Posted in Flint Group, HatlingFlint | Comments

Tags: Advertising, Flint Group, HatlingFlint, Social Media Strategy, Twitter

5 Question Friday with Jason Baer, Social Media Consultant

By Andy Reierson, October 30, 2009

Today we ask Jason Baer, Social Media Consultant and author of AdAge Power 150 blog, Convince and Convert, 5 questions about social media, his career and life away from work. Jason provides training for our employees and insight on social media strategy for some Flint Group clients. He’s a multifaceted man who also writes a restaurant review blog with his wife entitled, Hottie and The Fatso.

Posted in AadlandFlint, Flint Communications, Flint Group, Flint Interactive, HatlingFlint, SimmonsFlint, WestmorelandFlint | Comments

Tags: 5 Question Friday, Communications Strategy, Facebook, Flint Group, Jason Baer, Marketing, Social Media, Social Media Strategy, Twitter

6 Ways Your Customers Might Use Social Media

By Josh Lysne, October 26, 2009

We have all read about Facebook surpassing the 300 million registered user mark, or Twitter’s rapid rise to 20 million users. Stats like these are exciting, but they often lead to an irrational jump into these environments without any strategy.

When it comes time to take the jump into the social media world, you need to think about how your audience uses social media. Forrester has done extensive research into how different demographics engage in social media. They have defined six different profiles for social media use.

Creators
This group of people are the ones making the bulk of the content. They might be writing a blog, creating video, podcasting or creating other content.

Critics
Critics are typically defined as people that post ratings and reviews, comment on blog posts and forums or contributing to a wiki.

Collectors
Collectors are the librarians of the web. They are using RSS feeds, adding tags and using social bookmarking.

Joiners
These users create and maintain profiles on social networking sites like Facebook and LinkedIn, and are active in dialog with other members of their social graph.

Spectators
Spectators are typically the largest group active in social media. They are the people that are reading, watching or listening to all of the content created by creators and critics.

Inactives
These are the people that are active online, but do not participate in any form of social media. This group is shrinking all the time.

When you are thinking about your social media strategy, you need to consider how your audience uses social media. For example, if your audience has a high percentage of spectators, creating some sort of video contest is probably not the best approach. Be sure that whoever is creating your strategy takes a look at how your audience is using social media before you invest time and money in a program.

Posted in AadlandFlint, Flint Communications, Flint Group, Flint Interactive, SimmonsFlint | Comments

Tags: Flint Group, How Audiences Use Social Media, Social Media, Social Media Strategy

Friday’s Facebook Campaign – Brilliance or Bust?

By Colin N. Clarke, October 7, 2009

Companies have been exploring different means of leveraging social media reach, but the restaurant chain TGI Friday’s took it to a new level with their recent Facebook Fan campaign for fictional spokesperson “Woody.”

What makes this campaign so impressive is how a commercial entity essentially asked for and received permission to advertise to customers on Facebook. By using a free hamburger giveaway via a cleverly executed challenge to reach 500,000 “friends” on Facebook, TGI Friday’s lured customers and potential customers into the heart of the campaign.

Once confirmed as a Facebook “friend,” TGI Friday’s provided a series of entertaining and engaging status updates, video posts and discussions. All talking about the free hamburger giveaway while effortlessly pumping up top of mind awareness for the TGI Friday’s brand.

The commercial components to the campaign are brilliant. The registration process required to become eligible for a free hamburger took registrants through a relatively detailed list of questions. So while us “friends” were gleefully sharing our information for a free burger, TGI Friday’s was building a detailed database of potential customers with information provided via registration as well approved access to our Facebook information. The level of information shared and the careful detail by which TGI Friday’s built and executed the campaign is simply brilliant. A commercial entity had successfully pierced the personal veil of social media and built a fan base of more than 950,000 “friends” in the process.

But the story does not end there, and this is where the greatest lesson of social media comes to light. When you make a promise to your friends in a public forum, you had better follow through or risk your own public humiliation.

At the time I am writing this blog we are in the heart of redemption week for TGI Friday’s free hamburgers and their nearly 1 million fans. And the redemption process is brutal. A visit to the Discussions tab on Facebook Fan page shows a myriad of angry comments from unruly fans who have been wholly turned off by the difficulty of the redemption process. And the anger doesn’t stop there. On recent fan posts the negative comments are flowing at a rate of 5-to-1 (negative to positive). It appears that the true nature of social media may have caught up with TGI Fridays - the fact that conversation happens, both good and bad.

So what lessons have we learned from this groundbreaking social media campaign?

1) Provide a reasonable reward or offer – the “fans” loved the idea of a free burger meal.

2) Be entertaining – the Woody campaign is clever, fun, engaging and ran across multiple media.

3) Build excitement- the “challenge” to reach 500,000 fans built camaraderie and encouragement.

4) Encourage conversation- each new Facebook post lead fans to engagement and conversation.

5) FULFILL YOUR PROMISE – follow through and have friends for life, fail expectations and ???

It remains to be seen how TGI Friday’s will manage their reward redemption nightmare. So far on Facebook, it’s looking pretty ugly. Lots of comments of people feeling used, betrayed and planning to boycott the restaurant now. And fans have now started their own Woody Complaints Facebook page. Not what TGI Friday’s intended when they started the campaign. BUT… with all things social, Friday’s can still engage positively in the conversation and make things right with their 1 million new “friends.” It will be interesting to see how this campaign comes to a close.

So, did you get your burger?

Posted in AadlandFlint, Flint Communications, Flint Group, Flint Interactive, HatlingFlint, SimmonsFlint, WestmorelandFlint | Comments

Tags: Facebook, Facebook campaign, Social Media, Social Media Strategy, TGI Friday's

Forced Social Media Engagement and the Implications of Google Sidewiki

By Jen Strickler, September 30, 2009

If you totally avoided the Internet last week or were sleeping under a rug, you are one of the few who missed Google’s release of Sidewiki. I know, Google releases new features and products on a regular basis, so you don’t really care. But, let me tell you why you should.

Google Side-what?

Google Sidewiki is an application that adds a social forum to every website, including yours. Basically, any consumer who downloads Google Toolbar (which contains Sidewiki) will have the opportunity to post and view comments about your products, service, company, or any other relevant tidbit on the app which is directly associated with and viewable on your site by anyone else who has Sidewiki installed. Scary right?

Can you block it?

Currently there is one way to avoid having the Sidewiki on your site. You can block it by having a secure certificate (SSL) on your site. These certificates usually are around $150-$200 for your first year with an annual renewal fee. However, it will only be a temporary fix. Google is already working to get around it and will probably have a solution very quickly. Which means your investment in an SSL certificate won’t be worth the effort.

Give up control and get involved by taking these steps.

Whether you like it or not, you are now engaged in social media. (I would argue that you already were, but that’s beside the point.) Follow these three steps and it will make your life and your company’s image better.

Listen – Now is the time to set up your arsenal of alerts. If you don’t want to pay for a comprehensive social media monitoring service there are free individual tools available. Set up a home base, such as Google Reader or Netvibes and set up RSS for Google Alerts, Tweet beep, Twitter Search, Social Mention, Backtype, and Boardreader.
Respond – Develop a social media strategy that identifies your goals (awareness, customer acquisition, loyalty, etc), relationship with the audience, how you will be human, how you will measure your efforts, etc. This will help your team to know when and how to engage with prospects, and happy or disgruntled customers.
Crisis Plan – How would you respond if someone writes incorrect facts on your Sidewiki? Do you know? What if they direct people back to a video like this one? YOU NEED A SOCIAL MEDIA CRISIS PLAN! Even if it sits on your shelf, at least you’re prepared and can sleep at night.

If Google Sidewiki takes off like many expect it will, there is nothing you can do, except be prepared. The three steps mentioned should help you do that.

Posted in AadlandFlint, Flint Communications, Flint Group, Flint Interactive, HatlingFlint, SimmonsFlint, WestmorelandFlint | Comments

Tags: brand management, Crisis Communications Plan, Flint Group, Social Media, Social Media Strategy, Strategic Planning

Posts Tagged ‘Social Media Strategy’

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