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Friday Fun: Top 13 Reasons to Halloween "Toilet Paper" A Social Media Strategy

10/30/2009

Friday Fun is Diva Marketing's virtual happy hour from cosmos to Jack to lemonade. A waiting for the weekend 'playground' time to be sophisticated-silly. Or sometimes just plain silly.

Max halloween 09In the spirit of David Letterman's Top Ten ...

13. A zillion landing page blogs are pretending to be social media .. take off the mask and you find a search strategy built on a blog platform

12. A comment that lists a company name instead of a person is likely looking for link treats not a relationship.

11. Facebook "fan" pages with posts lifted from corporate brochures and press releases is just another tricky search strategy.

10. Nondisclosure of paid posts or reviews of comp'ed products services comes with tricks of its own .. a big fat FTC fine  Make sure you are up to date on the law or your compensation treat will pay for your legal fees.

9. The trick is on the Twitter automatic followers .. no one cares about you - BOO!

8. No @s in your Tweet stream is a sign that you 1. have few friends to play with or 2. don't know how to share treats with others.

7. Not linking to sources sites or including RT (re-tweet @s) is another signal that you don't know how to play well with others.

6. Barbs on the "Back Channel" that don't help move the conversation along in a win-win for the audience and speaker is a clue that you want all the candy for yourself.

5.  Not listening to your customers' who take time to express their pleasure and concerns in the social world is a sad trick for both customer and company. 

4. Not building social enterprise processes to ensure the impact of social media lessons are shared across multiple departments is like not sharing your Halloween candy.

3. Emphasizing measurements that don't align with your objectives and goals are like getting socks instead of candy.

2. Discounting the relationships you build and networks that you (and your customers) participate in are as real and valuable as any offline is like wearing the same costume year after year after year.

And the Number One Reason To Halloween Toilet Paper A Social Media Strategy ...

1. Forgetting to say "thank you" to your customers, employees, fans and friends who shared their Halloween candy with you.

Max and I wish you a Halloween filled with lots of treats and few tricks!

Atlanta Women In Social Media Marketing - 6

10/23/2009

This is a continuing series highlighting some of the fabulous women in the metro Atlanta area who are working in social media marketing. These divas include women from both the client and the agency side. From a personal (and I must admit selfish) view it's been a fun opportunity to meet and answer the question .. Who are the Atlanta Women In Social Media?

Today's post takes a slightly different direction. Toss of a pink boa to Karen Russell, an amazing prof at UGA, who suggested that I include a special post on educators. I'm very excited to introduce you to professors who are opening the doors of social media strategy to the next generation of  marketing and PR professionals. 

Kaye Sweetser Dr. Kaye Sweetser, Assistant Professor, Public Relations University of Georgia Grady College - Kaye Sweetser.com Google Profile UGA Profile @kaye

1. What does social media marketing mean to you? - Social media marketing is not so much a marketing plan that is created at a corporate level - rather, I see it as the organic word-of-mouth marketing that happens when a product is genuinely good. When it is good & people find it useful, they talk about it & recommend it to others.

Social media public relations, on the other hand, is just an extension of normal public relations where instead of just saying one's publics are important, the company actually reaches out through mass media to individual stakeholder. And then they build real & meaningful relationships with them.

2. My favorite social media tactic - I don't pinpoint a favorite tactic because each group and each goal is differently met. But if I had to have a fave, it would be to be REAL.

3. In 140 characters - What is Atlanta's greatest challenge in becoming a social media hub? Confidence. We have Fortune 500 corporations headquartered here but don't see ourselves as kewl as the San Francisco set.

4. An overview of your class - I teach public relations classes at all levels (undergrad up to doctoral) at the University of Georgia, primarily research. I incorporate social media assignments like creating a Google Analytics reports & teach how to pinpoint meaningful metrics in social media.

5. Social media in your class - I began integrating social media into my classes back in 2004. Since then, I've increased the amount of instruction & focus we have in class on social media. I focus on how social media & metrics supplement traditional programs.

Urkovia Andrews Urkovia Andrews, Assistant Professor Department of Communication Arts Georgia Southern University - Practical Issues  @uandrews

1. What does social media marketing mean to you? To me social media marketing is the use of social media sites to connect with individuals of the same interest area, such as public relations, communications, teaching, etc. The wealth of information and urgency in which it is dispersed via social media sites is idealistic, overwhelming, and yet refreshing. 

2. My favorite social media tactic is - I utilize Twitter more than other social media sites due to the immediacy. It’s often been said we live in a microwave world and Twitter helps amplify the cliché. Unfortunately, this can sometimes be a double-edge sword, as can be seen with recent well-known corporations.

3. In 140 characters What is Atlanta’s greatest challenge in becoming a social media hub? Atlanta’s already a social media hub, but needs to avoid self-absorption. A lot is offered in Atlanta, but it’s not the end all.

4. Overview of class. I use social media mainly in the International Public Relations course. International PR is designed to expose students to public relations conducted in an international context. The class focuses on the various structures-political, economical, social, etc-that influence public relations practice in the chosen region.

This semester students were required to post their reaction to the various components of International PR on their personal blogs. Several of my tweets this semester have been geared around international issues relevant to the regions we are covering at the time. I’ve also secured upcoming guest speakers via social networking sites. Three of the guest speakers will be visiting the class via Skype calls due to their national and international location. My students are encouraged to engage these guest speakers on Twitter, PROpenMic, or through their blog or website.

5. When did you begin including social media marketing in your classes? I’ve maintained a website for my classes since 2006, yet this is the first semester I’ve branched beyond the website. 

Karen russell Karen Russell, Assistant Professor at University of Georgia Grady College. Dr. Russell is the editor of the Journal of Public Relations Research.  Teaching PR @karenrussell

1. What does social media marketing mean to you? - To me, social media is where marketing meets PR, because it's often about building relationships and publicizing people, issues and products.
 
2. My favorite social media tactic - Twitter. I love connecting with students, PR pros, and other educators in such a quick and easy way.
 
3. In 140 characters - What is Atlanta's greatest challenge in becoming a social media hub? Right now it's the economy -- I hope when it picks up people will hire my social media savvy students, who have the expertise and the passion to help Atlanta organizations move into the social media space.

4.  Overview of class - UGA has about 180 PR majors, and it's my mission to expose them all to a variety of social media practices. I use social media in all of my public relations classes, by asking students to participate, such as on Twitter, by showing YouTube videos and other social sites in class, and by bookmarking course readings on Delicious.
 
5. When did you begin including social media marketing in your classes? I began offering I used a class blog starting in January 2006, and started my own blog in April of that year. 

Sidebar: Drop a comment if you are prof teaching social media and want to be highlighted

Halloween Fun With Augumented Reality

10/19/2009

Augmented Reality. Even the name sounds scary and a bit creepy. Seems it's the latest shiny object to hit the social media world.

From a non tech perspective, augmented reality adds a 3-D touch to websites, blogs and mobile. David Berkowitz says, "Augmented reality provides a layer of digital content over real-world experiences." Marshall Kilpatrick says that Yelp was the first iPhone app to add augmented reality. John Mayer, singer-songwriter says it's a "digital hologram" and he's incorporated the technology into his video for Heart Break Warfare.

 Meijer, a retail store that opened its doors in 1934 in the Greenville, MI is certainly keeping up with the times. Meijer Their step into augmented reality is a quirky and fun Halloween experience. With your computer and a webcam you can be transformed into a scary Halloween mask that complete with sound effects. The sort of social aspects comes into play with the ability to send to your pals in Facebook, eMail or a tweet where they can comment on how cool or dorky you might appear.

Meijer is a client of BBF BL Ochman who offered to send a free webcam (via Meijer) to the first 12 people who raise their virtual hand and drop a comment that you want one. That's BL in the photo ..wonder what Benny Bix thought of the gorrila noises.

From an interactive marketing perspective it seems like a fun campaign but I'm wondering where the integration is from the website to the Halloween page and from the Halloween page to the website.  Can't seem to find the link.

Social Media In The Moment Marketing

10/14/2009

Max and kitty 10_09 Max and I were taking a walk yesterday. A big yellow and white cat came over to Max and he stopped to play with her. Yes, Max likes cats.  His little tail wagged so quickly. His concentration on his kitty friend was total and complete. He was in the moment. When he was done he walked happily away to his next important thing to do. Max is a very busy pooch.

I thought .. social media is an in the moment way to conduct marketing. Then I thought .. the idea of responding to an external influence at the time the incident occurs is foreign to traditional marketing. Marketing is based on strategy where research, plans and how to figure it all out comes before a formal execution of tactics is achieved. Even PR whose charge it is to 'manage' the reputation of the brand rarely responds in the moment.

Social media goes against the grain of how marketers including PR, sales and to a great extent customer service professionals have managed their responsibilities as stewards of the brand. Or does it? Can the two concepts happily co-exist? Can marketing maintain a strategic focus while still being in the moment?

Let's first define what in the moment marketing means in terms of social media. In the simplest of ideas it takes into account only four steps: Monitoring, Understanding, Interacting, Integrating

1. Monitoring the discussion occurring in the digital world of blogs, tweets, forums, social networks, etc.

2. Understanding the challenges of customers and stakeholders to what they feel impacts the brand promise; as well as appreciating the people who say nice things.

3. Interacting with the people who take the time to have digital discussions about your brand.

4. Integration of ideas into your company and into the brand.

The complexity and sophistication of social media in the moment marketing occurs behind the scenes in the How where traditional marketing's strong suite comes into play through building the foundation. 

Questions to help you think through the process of in the moment marketing for your organization. 

1. How will monitoring or listening occur? Will you use a free tool like Google Alerts or RSS key word feeds or will you contract with a social media monitoring company?

2. How will understanding or hearing what is critical information be determined? How will the information be sent to the right people at the right time .. which may be real time?  Who are the "right" people?

3. How will you reach out to customers and stakeholders? Will that occur in public through comments on posts or in tweets? Will you take the conversation offline in an email or phone call? Who will be responsible for follow-up .. both to the individual and to the community at-large who has passively heard the remarks? 

4. How will you integrate the learnings into the fabric of the brand or into new processes for your enterprise?

It's all a part of developing the new social enterprise .. but it takes so much more to be in the moment for a brand than for a dog!

Friday Fun: It's Raining Social Media Men!

10/09/2009

Raining men  Friday Fun is Diva Marketing's virtual happy hour from cosmos to Jack to lemonade. A waiting for the weekend 'playground' time to be sophisticated-silly. Or sometimes just plain silly.

Blogs are more than just placeholders for digital content. They are can be the home of thoughts and ideas that bring people together to learn from and with each other. And they change. Diva Marketing's focus has gone from traditional branding/marketing to how social media supports the most important aspect of marketing: the customer experience.

Along the way I've highlighted, interviewed, podcasted (is that a word?) many wonderful Divas who are doing exception working in the social media industry. I realize recently I've never dedicated a post to the "divos" .. the men in my social media world who are just as generous in sharing their knowledge, expertise and support. Today's Friday Fun tosses a pink or maybe it should be a blue boa along with a cigar, beer and bourbon, to those awesome and amazing men.

Firsts are extra special. Paul Chaney, Dana VanDen Heuvel, Bill Flitter, Tris Hussey and Shel Israel were my very first blogger divo pals back in the day when conversational marketing was not even a buzz word. In late night emails, skypes and on blog posts we explored ideas about this new way to communicate with customers that was not messaged control.

My social media divo friends expanded to include many others, Tim and Geoff and Marc and Neville and Rajesh and Des and Wayne and and and! If you have not come across these true divos of social media in your virtual travels I invite you to explore their blogs and Twitter streams.

Paul Chaney Twitter thedigitalhandshake
Tim Jackson Twitter Masiguy
Geoff Livingston Twitter Geoff Livingston
Kevin OKeefe Twitter LexBlog
Tris Hussey Twitter  A View From The Isle
Mack Collier Twitter Viral Garden
Neville Hobson Twitter NevilleHobson.com
Arun Rajagopal Twitter Arun Rajagopal
Drew McLellan Twitter Drew's Marketing Minute
John Cass Twitter PR Communications
Rick Short Twitter  B2B Marcom
Nick Jacobs Twitter NickJacobs.org
Mike Schinkel Twitter  MikeSchinkel.com
Dan Greenfield Twitter Bernaise Source
David Meerman Scott Twitter WebInKnow
Bill Flitter Twitter Pheedo
Rajesh Lawlani  Twitter BlogWorks
Tom Colins Twitter Books Blogs and Beyond
Tom Lynch  Twitter Tom Lynch Marketing
Alex Brown Twitter  Alex Brown Racing
Shel Israel Twitter Global Neighbourhoods
Peter Fasano Twitter  Peter Fasano's Social Media Strategy Blog
Joel Rubinson Twitter JoelRubinson
Jamie Turner Twitter 60 Second Marketer
Michael Squires Twitter Softscribe
Ben McConnell  Twitter Church of the Customer
Michael Kogan Twitter Definition6.
Jason Falls Twitter Social Media Explorer
Chris Abraham Twitter  Abram & Harrison
Jeremy Pepper Twitter  Pop PR Jots
Chris Brogan Twitter  Chris Brogan
Gavin Heaton Twitter Servant of Chaos
Trey Pennington Twitter Trey Pennington
Dave Taylor  Twitter Ask Dave Taylor
Scott Schablow Twitter Provenance Digital

j brother love Twitter jbrotherlove
Ike Pigotti Twitter Occam's RazR
Scott Burkett Twitter Pothole On The Infobahn
Marshall Kirpatrick Twitter Read Write Web
Doug Meacham Twitter Nextup
Cameron Reilly Twitter Gday World Podcast Network
Chris Wilson Twitter Fresh Peel
Brian Cauble Twitter App Solution Genius
Guy Tessler Twitter  American Israel Chamber of Commerce
Chris Heuer Twitter Chris Heuer's Insytes
Carlos Hernandez Twitter xeesm
Alex Geana Twitter Alex Geana
Aaron Brazell Twitter Technosailor

Lionel Menchaca Twitter  Dell2Direct
Lance Weatherby Twitter  Force of Good
Dan Schawbel Twitter Personal Branding
Graham English Twitter Graham English
Pete Blackshaw Twitter Tell 3000
Greg Verdino Twitter  Greg Verdino
Phil Gerbyshak Twitter  PhilGerbyshak
Brent Leary Twitter Brent's Social CRM Blog
Joe Koufmann Twitter Gumbo Show
Michael Russell Twitter Planet Russell
Merrill Dubrow Twitter Merrill Dubrow's Blog
Richard Binhammer Twitter RichardatDell
Lewis Green Twitter  Biz Solutions Plus
Des Walsh Twitter  Des Walsh Dot Com
Michael Rubin Twitter  Michael Rubin
Marc Meyer Twitter   Direct Obeservations
Hugh MacLeod Twitter  gapingvoid
Robert Scobel Twitter  Robert Scoble
Jonathan Freed Twitter  Digital Wagon Train

stay tuned for a few more good men .. 

Olivier Blanchard Twitter Brand Builders
Steve Woodruff Twitter  Steve Woodruff
Alan Wolk Twitter  The Toad Stool
Francois Gossieaux Twitter Emergence Marketing
Peter Kim Twitter T Being Peter Kim
Jay Berkowitz Twitter Ten Golden Rules
David Berkowitz  Twitter  Inside the Marketers Studio
Robert French Twitter  Auburn Media
Wayne Hurlbert Twitter  Blog Business World
Jack Yan Twitter  Jack Yan my site
Steve Garfield Twitter  SteveGarfield.com<
Kevin Nalts Twitter  Nalts On YouTube
Andy Wibbels Twitter  Andy Wibbels
Lee Odden Twitter  Top Rank
Josh Hallett Twitter  hyku

Diva Marketing Talks Tweet Chats with Mack Collier, Dana Lewis and Marc Meyer

10/06/2009

Diva Marketing Talks is a live, internet radio (BlogTalkRadio) show.  30 minutes. 2 maybe 3 guests. 1 topic about social media marketing. Why? To help you understand how to participate in the "new" conversation without getting blown-up. Miss today's show? You can pick it up as a podcast or listen on your computer.

On today's Diva Marketing Talks we're Taking Tweet Chats Beyond 140 Characters. Twitter opened the door to interactive, real time networking, relationship building and learning .. one 140 character tweet at a time. The next generation of tweets takes it up a notch to structured conversations among many.

"Tweet Chat” pioneers join me to talk about the value and implications of Tweet Chats: Mack Collier, @mackcollier #blogchat; Dana Lewis @danamlewis #hcsm; and Marc Meyer @marc_meyer #socialmedia.

Note: Tweet chats are structured Twitter discussions that are held at a specified time. All tweets in the stream are tagged with a special hashtag to make it easy to follow the conversation.

The Details

October 6, 2009: Taking Tweet Chats Beyond 140 Characters
Time: 6:00p - 6:30p Eastern/ 5:p - 5:30p Central/ 4:00p -4:30p Mountain/ 3:00p -3:30p Pacific
Call-in Guest Number: 718.508.9924

Mack collier Mack Collier is a social media consultant, trainer and speaker. He has been actively immersed in social media since 2005. While being passionate about the social media space, what truly excites Mack is the human connections that can result from the proper use of these social tools. His motto is "Don't focus on the tools, focus on the connections that the tools help facilitate."

His social media 'homebase' is The Viral Garden. In 3-years Mack has grown it into an influential marketing/social media blog with a monthly readership of over 175,000. He is also a frequent contributor to the website Marketing Profs, as well as the marketing blog Daily Fix, and small business blog Search Engine Guide. His writings have been referenced in several mainstream publications and websites, including The Washington Post, MSNBC.com, Ad Age, CNET, and The Boston Globe. @mackcollier #blogchat

Dana lewis Dana Lewis is an experienced consultant and freelance writer in the fields of healthcare communications, social media, public relations, and more. Currently an undergraduate at The University of Alabama, she will complete two bachelor's degrees in public relations and political science in May 2010. Dana co-created and moderates the weekly #hcsm (healthcare communications and social media) conversation. @danamlewis #hcsm

Marc meyer

 Marc Meyer is the co-founder of Hashtagsocialmedia.com. He's also the Director of Search & Social Media for Digital Response Marketing Group, A boutique digital marketing agency based out of Naples, Florida, and he writes about all things marketing, media and technology related at Direct Marketing Observations. @marc_meyer #socialmedia

Tips From The Diva Bag

Complements of Dana Lewis

1. TweetChats are about people using Twitter to talk about one or more related things - don't put up barriers to keep people from joining the conversation. Also, don't expect to control the conversation. The best discussions aren't structured and are the ones that naturally emerge from the built-in community.

2. TweetChats aren't the answer to every "problem" facing a group of people. At some point, action is needed. The best TweetChats are those that serve as a water cooler for a community that is diversified and widespread. It's important to bring people together to share triumphs & brainstorm ideas to overcome challenges. It's also important to remember that we should take action & keep pushing the envelope!

3. There may be such a thing as "too many TweetChats". Don't feel pressured to take part in every group. Feel free to pick and choose when to participate actively and when to "lurk" or read over transcripts at a later time. Use these chats as resources & take advantage of the people who migrate to various chats - they can be perfect resources for your next challenge or project!

Complements of Marc Meyer

My tips come from some of my past blog posts:

1. Always be a first-rate version of yourself on Twitter, instead of a second-rate version of somebody else

2. Yea Twitter is cool, but in actuality what if it disappears tomorrow?. What will you do? So nurture the connections that you make and not the platform

3. What are you doing to enhance what you know and what you do? Are you enhancing the relationship, the way that you connect or creating a better conversation? Keep moving forward.

Note: Twitter Chat Schedule developed by Robert Swanwick

Building Brand Value Through Social Media

10/01/2009

Recently I had the pleasure to speak at New Media Atlanta about Building Brand Value Through Social Media.

Managing a brand in this new social media world is definitely a challenge for any brand steward. A world where the voices of your customers (and stakeholders) can block traditional marketing messages, takes new skills: understanding the culture of the "conversation" and how to join in while maintaining brand's equity and your individual authenticity.

I asked the attendees to fill in the blank: Managing A Brand In The Social Media World Is Like ________. Their responses were .. awesome! Which is your favorite?

Updates:
@timjackson - trying to hold smoke rings in your hand

I believe that social media is quickly taking its place as aspect of brand value. As customers come to expect the opportunity to interact directly with the people behind the brand social media will be integrated into the overall development of the "brand."

10 Guide Posts to Social Media Brand Value

1. Understand the brand strategy including: brand values, promise and overall direction
    a. Does the value proposition of your social media strategy support your brand value/promise?
2. Understand more than the demos about your target audience
3. Develop a communication system that loops employees into brand strategies
4. Understand the company culture before you venture into social media
5. Provide tactical support as needed to employees who engage with customers
6. Develop a 1st Listening Post program
7. Create/ensure communication processes are in place to provide feedback within organization and to the customer
8. Identify what is success for each tactic
    a. Based on business goals and objectives
    b. Based on the social media outputs – may be different that traditional measurements
9. Create flexible social media guidelines for employees
10. Create flexible social media guidelines for customers

As promised, here's my presentation from New Media Atlanta. Enjoy! Let me know if you have any questions.