06/23/2009
Diva Marketing Talks is a live, internet radio (BlogTalkRadio) show. 30-minutes. 2-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 CK Kerley - Epiphany and
Valeria Maltoni -Conversation Agent join me to discuss what is frequently at the center of social media marketing .. the infamous "conversation." Can tools like blogs, Twitter, Facebook, etc., that were created
for just people to keep in touch with friends and family - not to promote
the latest computer or coffee products, be used by marketers to have authentic
conversations with their customers? How do we over come hurdles to keepin’ it real? And by the way .. what is real any way?
Thanks Valeria for the awesome 3 Divas graphic!
Topic for June 23, 2009:
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 .
Christina "CK" Kerley
High-energy, high-impact marketing specialist Christina Kerley--known simply as "CK"--has been bolstering businesses, brands and causes for over 15 years. Her approach leverages the best of new world and old by blending tried-and-true marketing principles with new technologies (and new practices). More information, tips and goodies available at CK-Blog.
Valeria Maltoni
Valeria Maltoni helps businesses understand how customers and communities have changed marketing, public relations, and communications - and how to build value in this new environment. As a communicator with 20 years of experience, 10 of which online, she specializes in marketing communications, customer dialogue, and brand management.
Valeria has come to define modern business as a long and open conversation. Conversation Agent is recognized among the world's top online marketing blogs. Valeria was handpicked by Fast Company as Expert blogger to write about creating conversations between marketer and customer. She built one of the first online communities affiliated with the magazine.
She is a contributor to Marketing Profs Daily Fix, Marketing 2.0, Social Media Today, and The Blog Herald. She is on the Advisory Board of SmartBrief on Social Media. She is a co-author of The Age of Conversation, a groundbreaking eBook collaboration by 103 of today's top marketing writers. Valeria’s deep experience across a broad array of mid-to-large sized companies in the technology, health care, manufacturing, risk management consulting, non-profit and public sectors have provided her with a wealth of experience and insights.
Tips From The Diva Bag
Complements of Christina "CK" Kerley
1: To succeed in social media, brands must get past thinking “technology” and, instead, think “humans.” As silly as this might sound, you would be amazed how often companies get sidetracked with “all they can do” with Web 2.0 technologies instead of “all the relationships they can build” through these tools.
- Yet amid all this high-tech, we need to remember that people are on the other side of all the blog posts, comments, updates and tweets… and naturally, want to be treated as such. Thus, if a company wants to connect with people, they need to be more human, too. Otherwise, just like a lifeless ad, brands are going to be ignored (or worse, mocked).
*Action Point*: In all of your social media programs and communications, instead of focusing on the technology, focus on the people you can connect with and how you will use these tools to open communications with them, add value to their work and/or lives and help them connect with others who share like interests. This simple shift in focus will net extraordinary rewards.
2: Moving from ‘The’ to ‘Me’ is tough stuff (but leap we must). Up until now, when companies have spoken with their markets it's been in broadcasts from “THE” brand, not communications in the “Me” voice. Due to this sea change in communicating with customers, it can be difficult at first to find one’s footing and personal voice... but once companies do, they find it refreshingly natural and their markets find it much easier to communicate with them. Remember, it's hard to like a machine; but it's easy to love a person.
*Action Point* Decide which individuals in your company will represent your brand online and how their unique personalities will dovetail with the personality that you’ve already established for your brand. These representatives will now come to signify and be synonymous with the brand since consumers and professionals can now communicate with them (instead of one-way communications found in other media).
In turn, these representatives are able to build valuable customer relationships and brand advocates that will serve to benefit the brand through Word-of-Mouth mentions, referrals and recommendations.
3: To increase buzz, drop the buzzwords. Learning how customers actually speak can be a big learning curve. We have become so comfortable in our “buzzword bubbles” that we lose sight of how silly we often sound—this is especially true in B2B communications since the subject matter can be quite complex.
But we no longer need to guess or assume how our markets speak, because the Social Web enables us to see how they speak every day (and for free!). And the best marketers aren’t talking nearly as much as they’re listening.
*Action Point* Review online conversations from your market and compare those to your own communications… then assess where your language can be more conversational, less like a talking brochure. After all, social media is a dialogue not a monologue and people become very sensitive to sterile messaging and buzzword-laden conversations.
And for B2B brands, just because you’re speaking in a more conversational manner does not mean you’ll come off as unprofessional or too casual—you’ll just be that much more relatable to your markets.
Complements of Valeria Maltoni
1. Be honest about what you're looking for and you will gain insights in return. According to the 2009 Tribalization of Media study conducted by BeeLine Labs in conjunction with with Deloitte and The Society for New Media Research, market research and insight is the top purpose for companies that seek to build online communities. Successful companies:
- Think about “tribes” and not market segments
Treat their community as a network and not a channel
Are customer-centric instead of company or product-centric
Understand what it means to be social
Social media is not about a new media channel, it’s about the social taking root in all aspects of business. Businesses that are increasinly seeking more word of mouth for their products and services should be aware of the impact of group behavior on product and service influence and engagement - externally and internally.
2. Celebrate the people where they are, not the products. People within an organization who are blogging, or tweeting, etc. as part of their jobs can have “real” conversations and still represent the brand if they focus on customers and act human. Encouraging fans and evangelists, instead of shutting them down or worse, hitting them with IP infringement sanctions, goes a long way in doing that.
For example, why would you close down a fan site that is generating thousands of hits? Yet, that's exactly what Mars did. This is a cultural thing. Usually top management is focused on remaining competitive and that means on those processes that will allow the organization to operate efficiently and stay aligned behind its own message. Customers and employees rarely have a moment of celebration that is theirs in this kind of environment.
3. You need to like who you are and accept it. I recently wrote a post about it. Even on the Web, you've got to like who you are to sound authentic. This is valid for companies, brands, and people. The relationships, business, followers, whatever that may be, are all outcomes.
To have the outcomes, you need to be open to them. It goes beyond having a personality to embracing what you're about. It means allowing your employees to show their humanity. Is your organization encouraging that for real or are you just going through the moves? This is such a gray area at the moment.
For example, has your organization given any thought as to what it's going to do with the accounts in the names of the employees it is asking to tweet and blog on its behalf? Is it going to take over the account once the employee moves on?
That kind of consideration may be holding you back. Employees are also who you are - perhaps even more so, if they're engaging customers. Successful companies are embracing and facilitating conversations where and how they're happening without worrying too much about keeping it all inside the walls or about the popularity of line employees vs. the C-Suite.
05/19/2009
Diva Marketing Talks is a live, internet radio (BlogTalkRadio) show. 30-minutes. 2-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.
Today's Diva Marketing Talks with Susan Getgood, Roadmaps (blog) and Getgood Strategic Marketing and Liz Gumbinner, Cool Mom Picks and Mom-101 about how to build successful and respectful blogger relationships programs. Blogger Relations, as other social media strategies, have grown in complexity. The stakes are high and the give aways often over the top. But is it a credible marketing strategy?.
Topic for May 19, 2009: Talking Through Bloggers Or How to do Bloggers Relations Without Getting Blown-up
Time: 6:00p - 6:30p Eastern/ 5:p - 5:30p Central/ 4:00p -4:30p Mountain/ 3:00p - 43:30p PacificCall-in Guest Number: 718.508.9924 .
Susan Getgood
Susan Getgood has been involved in online marketing since the early 90s, and watched the web evolve from the first browsers to the interactive communities we participate in today. Since 2004, her firm GetGood Strategic Marketing has been advising organizations of all shapes and sizes on integrated social media outreach and internet marketing strategies that help businesses craft a positive internet presence, meet their customers online, build their brands, and drive revenue.
Prior to founding GetGood Strategic Marketing, Susan was Senior Vice President of Marketing at Internet software company SurfControl. Her professional marketing blog, where she writes about blogger outreach, internet branding and social media marketing strategies, is Marketing Roadmaps. She also writes a personal blog, Snapshot Chronicles, and a family travel blog, Snapshot Chronicles Roadtrip. Susan was named a Fellow of the Society for New Communications Research in 2008 and speaks regularly at social media conferences like BlogHer and New Comm Forum.
Liz Gumbinner
Offline, Liz Gumbinner is a New York-based freelance ad agency creative director and copywriter who's developed award-winning campaigns for brands including Old Navy, Mitsubishi, Ray Ban, and Universal Theme Parks. But online she's best known as the author of the popular parenting blog Mom-101, and the cofounder and editor of Cool Mom Picks, the influential shopping blog which was called "the online arbiter of cool for the swingset crowd" by Parents Magazine.
Liz was recently named among Nielsen's Power Mom 50 for 2009, and called one of ten Mommy 'Hood Gurus by Forbes. Liz is a frequent conference speaker and consultant to marketers on the evolving and sometimes volatile relationship between bloggers and brands.
Tips From The Diva Bag
Complements of Susan Getgood
1. Good blogger relations goes beyond just getting the mechanics right – reading the blogs first, making sure the pitch is relevant, a fit for the interests of the blogger etc. You have to develop a pitch that is both relevant and adds value to the blog. If you can’t add value, you should advertise.
You want the blogger to pass the information on, through the blog, Twitter or another social network, and she or he is only going to do that if you give them something truly worth passing on. My post The Secret Sauce for the Perfect Pitch gives some ideas on the kinds of things you might consider. You also want to look beyond the features of your product to how your customer uses the product, what she cares about when she is using the product, and build your story around those feelings.
2. Don’t limit yourself to just the top bloggers in your space. Don’t ignore them either, but remember that the key is influence, not volume. A blogger with fewer readers but whose interests really match up to your product and service is probably going to do you more good that a high traffic blogger who is only slightly interested. Why? Because the smaller blogger may write about you more and likely has more influence with the readers about the topic.
3. The big splashy events get all the press, but small gestures can be far more effective in building relationships and your brand. For example, 1-800-Flowers did a great campaign recently honoring mom bloggers. Coinstar did a really fun, simple Twitter campaign on St. Patrick’s Day.
Build measurement into the program upfront, and base it on a measurable outcome, not an output. Think of it this way: No one ever went into business to raise awareness. The goal is to close the sale. So ground your measurement in a behavior, preferably purchase behavior.
Complements of Liz Gumbinner
1. Know your audience. Not all tech blogs, mom blogs, or food blogs are the same. You wouldn't pitch a story on a snazzy new drum kit to Sports Illustrated simply because "the demographic is men," and similarly, you need to be sure you're sending the right message to the right blogger.
2. Don't forget the word "social" in social media. Blogger outreach should be about relationships, not press releases, and I'll always give a closer look to the emails I get from PR folks I know. If you get to know a few targeted, influential bloggers and cultivate relationships, you're more likely to have better results than if you buy a list of 1000 and e-blast the whole lot of them.
3. Blogger influence goes beyond page views and traffic numbers. Those are old media metrics and only give a small piece of the picture. You'll also want to consider reader engagement through comments, inbound links on Technorati, Twitter followers, news media presence, and other places a blogger blogs. In fact high traffic may be at times a factor of good SEO and not engaged readership.
4. The pitch is always on the record, unless you have an agreement with the blogger that it is not. Which means bad pitch or an awkward exchange may make a better story for a blogger than the product you're pitching. If you keep that in mind every time you hit send, you'll generally be in great shape
More About Blogger Relations: Diva Marketing Pulse of the Industry Blogger Relations Study
Part 1 - Blogger or Journalist
Part 2 - Successful Blogger Relations Strategy
Part 3 - Agencies Talk To Bloggers
Part 4 - The Brands Talk To Bloggers
Part 5 - Bloggers Talk To Agencies and Brands
04/09/2009
Diva Marketing Talks is a live, internet radio (BlogTalkRadio) show. 30-minutes. 2-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.
Today's Diva Marketing Talks explores a "new" demographic that is joining the social media conversation. Think that social media is all about Mils, Gen X or Gen Y? Think again. The Boomer Generation may be late to this party but will the shear numbers of the demographic influence SM? Des Walsh - Des Walsh dot Com, Barbara Rozgonyi -Wired PR Works and Carlos Hernandez - iRM Consulting, join me to talk about will the Woodstock generation be as open to naked conversations as they were to dancing in the rain sans clothes?
Topic for April 9, 2009: Boomers Step Into Social Media
Time: 6:00p - 6:30p Eastern/ 5:p - 5:30p Central/ 4:00p -4:30p Mountain/ 3:00p - 43:30p Pacific
Call-in Guest Number: 718.508.9924 .
Des Walsh
Des Walsh is passionate about the potential of social media for business transformation. As a strategist and coach he helps businesses and entrepreneurs navigate the social media maze and become savvy participants, developing their own roadmaps to fit their own strategic objectives.
He has been in business for twenty years as a communications consultant and coach, following a public service career with senior positions in education, the arts and major events planning. He draws on that experience to help companies handle the cultural challenge in changing from a traditional command and control approach to marketing and communications, to the more open, transparent world of social media.
Des is co-author of LinkedIn for Recruiting, now in its second edition and an e-book for small businesses, 7 Step Business Blog, recently translated into Mandarin Chinese. He is an Associate of China-based company CultureFish Media, which assists companies promoting their business online in China. He is also a Partner with the Colorado, based company ITBrix, which produces the social media, community building and collaboration platform WordFrame.
He is a regular speaker on blogging and social media and has spoken at conferences in Australia, the USA and China. He is a member of the Advisory Board of the International Blogging and New Media Association and a member of the Board of Governors of the International Association of Coaching. Des blogs at Des Walsh dot Com and Thinking Home Business. @deswalsh
He is based on Australia's Gold Coast and his motto is “have netbook, will travel”.
Barbara Rozgonyi
Barbara is the founder of CoryWest Media, LLC, a strategic social media, marketing and PR consultancy based in the Chicago area. She also publishes Wired PR Works, which is listed on Alltop, ranked in the Ad Age Power 150 and mentioned as one of the top sources for marketing content by junta42. Founder and chair of Chicago ’s Social Media Club, Barbara speaks frequently about how to get new media to work for you. WiredPRWorks @wiredprworks
Wired Works PR
Carlos Hernandes
Carlos is a Social Media Catalyst & Trainer to people desiring to be Web 2.0 savvy, but especially to Baby Boomers. Why so? In February of 2007, he elected to pursue a calling to help people. He especially identified with fellow Baby Boomers who were intimidated by emerging social media technologies.
He has been successful by working with individuals and businesses to leverage Web 2.0 technology in the sales and marketing initiatives. Carlos' has shown fellow professionals how to develop networks and connections via LinkedIn, Facebook and Twitter in an integrated and cross-promotional manner.
Carlos made this conscious decision capitalizing on his gifts of public speaking, problem solving and teaching. His knowledge is grounded in a 28 year professional career working for Westinghouse Electric & Eaton Corporations in technical solution sales, marketing and project management. Academically, he studied Civil Engineering at Stanford University's School of Engineering. iRM Consulting @carloshernandez
Tips From The Diva Bag
Complements of Des Walsh
<>One of the best things and also one of the worst things about social media is that there are so many tools available which can help you build a business or kick-start a new career, and which are either no-cost or low cost. It's one of the best things because we now have, on a low or zero expenditure budget, tools which not too many years ago would have cost us thousands, even tens of thousands of dollars to buy or have built for us.
One of the worst things is that there are so many tools, so many services competing for our attention and love, that we can easily get confused, waste time with services that are not quite right and just get overwhelmed. We need to work on our social media business strategy, not just on tactics, tips and tools.
<>Baby Boomers who have been in business are familiar with the Japanese word “kaizen”, which when used in the context of Western manufacturing and other industrial and business processes is usually translated as “continuous improvement”: Tony Robbins re-badged “kaizen” as CANI – “Continuous And Never-ending Improvement.
Part of this kaizen approach is making small changes as you go, not just waiting for some major overhaul. So in the social media context, with low cost or no cost tools so readily available you can make changes as you go. And you no longer have to be a techie to make many of the changes.
<>Think global – if you want to. Or think small and local. One of the great things about social media from a small business point of view is that it allows so many people to live where they want and build a business which can be local, regional, or national or global, as they choose.
Learn how to be findable online, using blogging and other social media. More and more people go online to find what they are looking for, the product they want, the service they need. It's our choice as to whether they find us and like what they find, or find our competitors and never know about us.
Complements of Barbara Rozgonyi
<>Own your age by celebrating your accomplishments
<>Promote your technology heritage as being an early adopter way back when
<>Connect cross-generationally via alumni, networking and social groups
<>Position yourself as a mentor for people starting out in your profession
<>Talk about your collections, hobbies and interests to round out your profile
<>Post flattering and current profile pictures that look like who you are today
<>Be a leader people seek out for social media connections
<>Start out with LinkedIn and develop your professional profile
<>Go through your network and invite friends to connect online
<>Recommend and refer others when you see someone looking for help
Barbara's post on social media and baby boomer statistics
Complements of Carlos Hernandez
<>Don't be surprised if you become labeled a "lurker" for just reading blog posts and the like. It is okay to go slow and learn about the various social media communities. You will know when you are ready to contribute a comment, status update or tweet.
<>Become more than a job seeker on social media networks such as LinkedIn. Tap your passion and knowledge to grow into becoming a thought leader. It's one of the benefits of being older by having made mistakes and learning along the way.
<>I like Tara Hunt's perspective, who was a recent presenter at Web 2.0 Expo San Francisco (Twitter's @missrogue). "What can you give away that won't make you broke?" Social media lets you share your talent for the betterment of others
04/02/2009
Diva Marketing Talks is a live, internet radio (BlogTalkRadio) show. 30-minutes. 2-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.
Today's Diva Marketing Talks takes a dive into Social Media Communities or social networks. Liz Strauss, Successful Blog, and Nancy White, Full Circle, are our rock star guests who will explore if relationships built within social networks are real or an illusion. If there is value in social communities then how do you build and nurture them? In other words how do you get the "community" into communities?
Topic for April 2, 2009: Social Media Communities: Real Relationships or Illusions of Friendships?
Time: 6:00p - 6:30p Eastern/ 5:p - 5:30p Central/ 4:00p -4:30p Mountain/ 3:00p - 43:30p Pacific
Call-in Guest Number: 718.508.9924
Liz Strauss
Liz (Successful Blog) is a social web strategist and community builder. Coming from a background of publishing, business, and instructional design, Liz understands how people perceive a blog, a product, and an experience — how the head and heart engage to make a fiercely loyal customer. She can articulate what makes things irresistible — what keeps people coming back — from literacy, editorial, design, and marketing sensitivities.
Liz works with businesses, universities, and individuals to help them understand how text, words, and images work in the culture of the social web. She has over 20 years in print, software, and online publishing, and has strategized with publishers in Europe, Australia, the UK, and Ireland. She was recently a featured speaker at the Cass Business School of City University in London and will return in the fall to give a presentation and seminar for students at Oxford University.
Liz is a founder of the highly successful business bloggers conference SOBCon — that gained the attention of BusinessWeek, the Chicago Sun-Times, the Chicago Tribune, and the Innovation Initiative of the Kellogg School of Business. She has been named to the Top 100 Social Media & Internet Marketing Bloggers Top 100 Most Influential Marketers of 2008, the 50 of the Most Powerful and Influential Women of Social Media, NxE’s Fifty Most Influential ‘Female’ Bloggers and her blog is listed on Alltop-Socialmedia and Alltop-Twitterati
Nancy White
Founder of Full Circle Associates (Full Circle), Nancy helps organizations connect through online and offline strategies. Nancy is an online interaction designer, facilitator and coach for distributed communities of practice, online learning, distributed teams and online communities.
She has a special interest in the NGO/NPO sector. Nancy blogs at http://www.fullcirc.com/ as well as teaches, presents and writes on online facilitation and interaction, social architecture and social media ( http://www.fullcirc.com/community/communitymanual.htm). She is co-author with Etienne Wenger and John Smith of the upcoming book “Digital Habitats: stewarding technology for communities.”
Nancy confesses to online interaction, learning and chocolate addiction. She lives in Seattle with her husband and two grown sons.
Tips From The Diva Bag
Complements of Liz Strauss
Some points that interest me right now ...
Malcolm Gladwell talks about it in his book, Outliers: The Story of Successon page 39 when he says
… the thing that distinguishes one performer from another is how hard he o she works. That’s it. And what’s more, the people at the very top don’t work just harder or even much harder than everyone else. They work much, much harder. They do the work.
We're taught to be leaders on someone else's path. What path would be ours if we were never taught or graded?
Irresistible takes head, heard and purpose aligned toward the same goal.
Follow Liz on Twitter Lizstrauss
Complements of Nancy White
1. Is this a community of friends/colleagues or a network? If the latter, how much of your personal identity is useful and what should you keep to yourself? (explore issues of boundaries, transparency and identity) Know how to figure out which is what!
2. Experiment - many of the uses of these tools are just emerging. But don't think you have to play with all of them. Better yet, experiment WITH others.
3. Be clear on what you need/want to do and get out of social networks. Purpose drives clarity to a path of useful participation!
Follow Nancy on Twitter NancyWhite
03/19/2009
Diva Marketing Talks is
a live, internet radio show. 30-minutes. 2-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.
Today's Diva Marketing Talks explores the impact of social media sponsored conversations from both sides of the virtual fence: brand and content creator. "Auntie" Melanie Notkin, founder of the innovative community for aunts, SavvyAuntie and Scott Monty, Global Digital Communications Ford Motor, discuss the impact accepting money or products/services can have on social credibility. We'll also talk about where blogger relations and pay per click fits into the picture. Question: Are social media content creators the new NASCAR drivers?
Topic for March 19, 2009: Do Sponsored Conversations Make Social Media Content Creators the New NASCAR Drivers?
Time: 7:00p - 7:30p Eastern/ 6:p - 6:30p Central/ 5:00p -5:30p Mountain/ 4:00p - 4:30p Pacific
Call-in Guest Number: 718.508.9924
Guests
Melanie Notkin is the founder and CEO of SavvyAuntie.com, the first online community for cool aunts, great aunts, godmothers and all women who love kids. Before launching Savvy Auntie, in July 2008, Melanie was an interactive marketing and communications executive for global Fortune 500 companies, including New York Times Digital and American Express, as well as L'Oréal.
Melanie is a regular panelist on the Strategy Room on FoxNews.com and a contributing editor to Toy Wishes Magazine. She and Savvy Auntie have been featured on NBC, CBS, The New York Times, The Wall Street Journal, Business Week, The Washington Post, San Francisco Chronicle, The Charlotte Observer, Huffington Post, Mashable and TechCrunch, among others.
SavvyAuntie.com was ranked as one of Springwise's Top 10 Entreprenerial Ideas of the Year (2008) and Melanie was recently named a Heeb Magazine HEEB 100.
Find Melanie at Twitter Blog SavvyAuntie and of course on the SavvyAuntie Community
Scott Monty describes himself as a "Renaissance Man." Although he is a marketer and communications professional focused on the digital industry his career spans a number of industries from healthcare, pharma, biotech, travel, automotive, tech, to communications. Some of Scott’s past clients include American Airlines, Audi, Starwood Hotels, IBM Healthcare & Life Sciences, Boston Scientific, The Coca-Cola Company, Millipore, Motorola and Kraft Foods,
Scott is currently the head of social media for Ford Motor Company, where he holds the title Global Digital & Multimedia Communications Manager. While his role is based in the Corporate Communications area, he is a strategic advisor on all social media activities across the company. From blogger relations to marketing support to customer service to internal communications and more, social media touches many facets of Ford business, and Scott is there to ensure it is consistent across all of them.
Scott is an active blogger and podcaster. He writes about issues relevant to the intersection of advertising, marketing and PR at The Social Media Marketing Blog and also writes The Baker Street Blog, a literary undertaking. Scott has been featured in numerous news and business publications, on a variety of podcasts, and on national television. Scott is a recognized thought leader in the social media industry and frequently speaks at industry events. Scott received his Master's in Medical Science from Boston University's School of Medicine concurrently with his MBA from BU's Graduate School of Management.
Find Scott at Twitter, The Social Media Marketing Blog The Baker Street Blog,
Tips From The Diva Bag
Complements of Auntie Melanie Notkin
1. Trust is something you earn. And it's the most valuable asset you have. Deserve it or fail.
2. As a company, you can't wake up one day and decide you are going to be authentic and transparent. It has to be something you were born with. And if you weren't born with it, apologize and be authentic and transparent about your journey to authenticity and transparency.
3. Social media and digital media enable us to be transparent and authentic. The minute you hire an intern to tweet for you is the minute you give the steering wheel to a student driver. From another country. Where they drive on the other side of the road. You'll never make it back home
Complements of Scott Monty
1. You know the phrase from Glengarry Glen Ross , "Always Be Closing"? Forget it. Instead, your mantra should be "Always Be Listening." Thanks to the open nature of the web and the ability for any one of us to create content, we have the ability to track and understand what they're saying about us. Listening is the first step to providing value for your community. If you know what they're saying and what their expectations are, you're well along the way.
2. Give your community a unique experience. Most likely, you work in a market where you're competing for your customers' attention, whether you sell consumer packaged goods, consulting services, or technology. If you can create an opportunity for them to learn or get something from you that no other competitor can offer them, they'll remember you better and come back for more.
3. Be human above all else. Let people know that there are real people working for your company, whether its a small business or a multinational entity. If you can let their personalities shine through and make it easy for people to relate to them, they'll be more likely to trust you with their business.
03/10/2009
Diva Marketing Talks is a live, internet radio show. 30-minutes. 2-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.
Today's Diva Marketing Talks explores how nonprofit organizations are using social media to not only tell their stories but to encourage donations to their causes, build community and expand their reach. Beth Kanter, prominent social media consultant and founder of BethKanter.org, and Alex Brown, visionary of AlexBrownRacing, will share their insights about the most effective social media tactics to the ROI of social media to how to make it all work on a budget of limited funds and human capital.
Topic for March 10, 2009: Telling The Stories of Social Causes Through Social Media
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
Guests
Beth Kanter is the author of Beth's Blog: How Nonprofits Can Use Social Media, one of the longest running and most popular blogs for nonprofits. A frequent contributor to many nonprofit technology web sites and magazines, Beth has authored chapters in several books, including "Psychology of Facebook Applications," edited by BJ Fogg, Stanford University and "Managing Technology to Meet Your Mission: A Strategic Guide for Nonprofit Leaders," edited by NTEN both to be published in 2009.
A much in demand speaker and trainer, and she has trained nonprofits in social media techniques literally around the world. In 2009, she was named by Fast Company Magazine as one of the most influential women in technology and one of Business Week's "Voices of Innovation for Social Media." In March, 2009, she will serve as the 2009 Scholar in Residence for Social Media and Nonprofits for the Packard Foundation. You can also reach Beth on Twitter.
Alex Brown manages AlexBrownRacing.com. The site has raised more than $1 million to rescue horses from horse slaughter in a little over two years. The site uses a blog, discussion board, wiki, a Facebook Group, YouTube Group , Flickr and Twitter.
Prior to his involvement in AlexBrownRacing Alex worked in Business School Admissions and managed online communities for Wharton (Alex's interview with Diva Marketing). He's also written whitepapers on Engagement Marketing and Transparency and is a sought after conference speaker. In 1997, Alex was one of the first to teach Internet Marketing in 1997 at a higher education level. He taught the topic for 10 years and his innovative approach included to teaching was one of the first to include student and course blogs.
Tips From The Diva Bag
Complements of Alex Brown
1. Integrate and be deliberate. Your social media campaign should be integrated within itself and the remainder of your marketing. And you should be very deliberate in your strategy and tactics. ex. If you have a facebook group, and e-mail the group members. Then what is the strategy regarding using this e-mail outlet, and how do the e-mails integrate with other vehicles used. Just because you can should not mean you should!
2. Just because there is a social media tool does not mean you need to use it. Myspace may or may not work. Facebook may or may not work for you. Take risks and experiment, but then stick with what works for you.
3. Don't forget "old" social media tools. A discussion board is older than the web itself, yet it still might be your most useful social media tool.
Complements of Beth Kanter
03/20/2008
Diva Marketing Talks is
a live, internet radio show. 30-minutes. 2-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.
Today's Diva Marketing Talks with Mary Clare Hunt author of In Women We Trust and founder of Ecolutionary Selling and Ginny Dyson, Sustainability Strategist at DMJM H&N to discuss how to use social media marketing as a grass roots strategy to education and promote a complex topic .. in this case sustainability standards and green marketing.
Topic for March 20, 2008: Social Media Green Marketing
Time: 6:30p - 7p Eastern/ 5:30p - 6p Central/ 4:30p -5p Mountain/ 3:30p - 4p Pacific
Call-in Guest Number: 718.508.9924
Guests
Mary Clare Hunt
Mary is a consultant and author of www.InWomenWeTrust.com and also Ecolutionary Selling: Taking the Confusion out of Sustainable Furniture. She calls herself a very social media consultant matching women’s groups to business opportunities and educating both on a shared vision of Sustainability. She is also the editor for the Sustainable Products Blog the blog for the Institute for Market Transformation to Sustainability. MTS is the non-profit behind the SMaRT Sustainable Standard.
Mary’s background includes a rare blend of consumer goods and intangible services anchored with manufacturing processes. She’s created print, TV and Radio campaigns for a mega Mall, and also managed over 200 industrial accounts while with (now) www.ThomasNet.com. Mary is a “connector” who believes that every woman should have a blog and every business should read it. She debates social issues with her manufacturing engineer husband in Orange County, CA and lives online.
Ginny Dyson, IIDA, LEED AP
Ginny Dyson is an interior designer with 20 years of experience in the Washington, DC market. In addition to projects for financial institutions, government and corporate faculties, she has been an active and contributing member of the sustainable design community.
In December 2005, Ginny completed three years of elected service on the board of the National Capital Region Chapter of the U.S. Green Building Council. She is also the founding chair of the IDA Mid-Atlantic Chanter's Sustainable Design Forum, a group that she started in 1999 to develop programs solely on sustainable topics. Ginny is an officer of the SMaRT Sustainable Product Standard Committee, an initiative of Market Transformation to Sustainability (MTS). In addition to planning and outreach for these organizations, she has spoken to a number of audiences, promoting green building criteria and the LEED Rating System.
Ginny joined DMJM H&N in August 2003 to be part of the Pentagon Renovation Program Office and since September 2004 has been working in the Arlington, VA office in their newly established interiors group. DMJM ROTTET. She is currenty a full-time Sustainability Strategist, guiding all of the projects in the Arlington, VA office that are seeking LEED certification as well as a few projects for the other offices of DMJM ROTTET. She received a Bachelor of Interior Design from Louisiana State University's College of Design, School of Architecture and is a native of Northern Virginia. Ginny is a contributing author of the MTS Sustainable Products Blog.
Tips From The Diva Bag
Complements of Mary Clare Hunt and Ginny Dyson
Three Top Themes
1. Transparency – Can you see the proof? Blogland and Greenland come together.
2. Authentic – Can you prove it? Blogland and Greenland come together again.
3. Getting your message across. – Is your green story repeatable?
Develop A Credible Green Marketing Strategy
- Get your product certified as Sustainable. You can’t claim you’re “Sustainable” until you do.
- Use LCA, Life Cycle Assessment, Third Party Audits and of course Standards in your blog posts and links.
- Partner with other bloggers and businesses who are Climate Change evangelists first and business people second.
- Create ONE Summary Sheet of all green facts pertaining to your company and product. This isn’t a branding document, it’s raw data and the proof behind everything you say on blogs.
- Take the word to the women who do 80% of the buying and word of mouth influencing.
Links Mentioned
Big Green Purse
EcoMom Alliance
Can't call in but have a question? Drop a comment and I'll ask it
for you. Let me know what you'd like Diva Talks to chat about. Don't
forget Diva Marketing Talks morphs into a podcast.
03/13/2008
Diva Marketing Talks is a live, internet radio show. 30-minutes. 2-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.
Today's Diva Marketing Talks with Yvonne DiVita, President and Founder of WME Books and author of the popular blog Lip-sticking and Deanna "Dede" Sutton, Editorial/Creative Director of Clutchmagazine.com. Clutch Magazine is the new face of the urban “it” girl appealing to every side of today’s multicultural woman. Join us to find out why when it comes to marketing to women, as Yvonne say, "Social Media: A Match Made in Heaven."
Topic for March 13, 2008: Social Media Opens The Purse Strings .. Marketing To Women
Time: 6:30p - 7p Eastern/ 5:30p - 6p Central/ 4:30p -5p Mountain/ 3:30p - 4p Pacific
Call-in Guest Number: 718.508.9924
Guests
Yvonne DiVita
Yvonne DiVita is the author of Dick*less Marketing: Smart Marketing to Women Online, a book about getting those baby boomer icons Dick and Jane to buy at your website.
She is also the president and founder of WME Books.com, a division of Windsor Media Enterprises, LLC. WME is an Author Services Company specializing in Print-on-Demand technology, blogs, and community building events. Yvonne’s background stretches to those bygone days of the early Internet, where she was a web content writer and worked in several technology start-ups. After publishing her book, she decided to become a publisher. Today her focus is on helping aspiring authors, especially those writing business books, make wise publishing choices, and works to help her authors market their books once they are released.
Yvonne maintains a blog at Lip-Sticking with a focus on the women’s market. Her other blogs include the publishing blog: AHa Blog, a blog about blogging: WME Blog, a blog about her author’s book: Windsor Media Blog, and Beneath The Cover, about the POD (print on demand) process. She also writes and manages a petblog for Purina.
Yvonne is the President of the Rochester Chapter of Women in Communications; she is a past-president of the Rochester Professional Consultants Network, and is the VP of Web Communications at the Rochester Chapter of the American Marketing Association.
Deanna "Dede" Sutton
Deanna Sutton is the founder and creative/editorial director of Sutton Media. Sutton Media is the publisher of Clutch Magazine and Brown Fashionista (scheduled to launch May 2008). Since its relaunch last April, Clutch Magazine has become one of the leading online magazines for multicultural women ages 18-34. With a passion for all things social media, Deanna recognizes the power and opportunity that the new media platform presents. At Sutton Media, Deanna is responsible for business development, marketing initiatives, and editorial and creative direction.
Prior to launching Sutton Media, Deanna worked as an integrated marketing professional where she assisted in media relations, account management and other client activities. Some of her accounts included Sara Lee, Kroger, Starbucks, Wal-Mart, and Philips Consumer Electronics. Deanna graduated from Saginaw Valley State University with a Bachelor of Arts degree in Marketing.
Tips From The Diva Bag
Complements of Yvonne DiVita
Marketing to Women using Social Media: A Match Made in Heaven
- Women are talkers - that's been proven scientifically with differences in brain chemistry (women's brains connect left to right more effectively making them better at communicating and remembering), which makes using social media a natural marketing tool for those in the know.
- Women are the social creatures. They like being in the presence of other women - to learn about life, and family, and even finances. Social media is a natural fit for connecting. It drives word of mouth and it creates avenues of exploration not previously available to women. (more sharing, more comparing, and more questionning)
- Marketing to women is very much different than marketing to men - NOT because we have different body parts, as so many assume. It's because we THINK differently. Once you get your mind around how we think, you begin to understand why we love using the net - it really lets us be us.
Complements of Deanna "Dede" Sutton
- Use niche bookmarking sites such as Sk-rt in addition to Digg, Delicious and Furl to help connect with potential readers.
- Partner with like sites/or brands to help spread the word about your product/service. It is a very beneficial tactic for both participants.
- Don't under estimate the power of link building or adding. This will help raise your rank and exposure.
- Social Media provides a very powerful and fresh platform for all, especially women make sure to take the time and research in order to position your self and your brand.
Can't call in but have a question? Drop a comment and I'll ask it for you. Let me know what you'd like Diva Talks to chat about. Don't forget Diva Marketing Talks morphs into a podcast.
Update: Don't miss the After Show when Yvonne and Dede talk about the difference in how Boomer and Millennium women connect online.
Links mentioned on the show WOWOWOW Soccer Mom Myth By Michele Miller and Holly Buchanan Dick*less Marketing:Smart Marketing To Women Online
03/06/2008
Diva Marketing Talks
is a live, internet radio show. 30-minutes. 2-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.
Today's Diva Marketing Talks takes the wraps off of Real Simple Syndication - better known as RSS. Our rock star guests Bill Flitter and Lee Feinberg will make RSS simple. They'll share how they used RSS to encourage viral marketing campaigns, talk about ads on RSS feeds, discuss if RSS complements or replaces eMail marketing and lots more. If we're very lucky Bill will tell us what Santa Clause, the postman and the TV clicker have to do with RSS.
Topic for March 6, 2008: RSS: Alphabet Soup or The Power Behind Social Media
Time: 6:30p - 7p Eastern/ 5:30p - 6p Central/ 4:30p -5p Mountain/ 3:30p - 4p Pacific
Call-in Guest Number: 718.508.9924
Guests:
Bill Flitter
Bill Flitter is CEO of Pheedo. Bill is considered an industry expert on syndicated content advertising and speaks regularly on this topic at industry events. Prior to Pheedo, Bill founded Email Shopping Network and directed its sales and marketing activities until its acquisition by eUniverse in 2002.
In addition to Pheedo and Email Shopping Network, Bill has started and helped build numerous early stage companies, developing hundreds of innovative products and services. Bill is also co-founder of Fastlane Ventures, a boutique management consulting firm focused on early-stage investments. Bill is a founding member of the Internet Content Syndication Council and chairs their advertising committee
Raised in Wisconsin, Bill graduated with a degree in Advertising from the University of Wisconsin. He founded the University of Wisconsin Interactive Advertising scholarship to reward outstanding excellence in this innovative field. Bill’s ruminations on a number of topics can be found on the Pheedo Blog.
Lee Feinberg
Lee Feinberg is a business development leader and has devoted his entire career to create and launch interactive products and services. For 20 years, he has guided innovation at Fortune 500 companies in financial services, automotive, consumer hardware, and healthcare. His experience includes Internet marketing and eCommerce, high-volume transaction systems, mobile communications, and interactive TV.
Lee is currently Strategy Director, Avenue A | Razorfish and previously held the position of Vice President/ Associate Director, Digitas. He was the President and Founder of e-thusiasm, inc. an independent interactive strategy consultancy whose clients included Johnson & Johnson, CheckFree, and Horizon Blue Cross Blue Shield of NJ. Lee has also held positions with Chase Manhattan Bank, Canadian Imperial Bank of Commerce, and AT&T Bell Labs.
He received a B.S. and M.S. from Cornell University. Lee serves on the advisory board of Pheedo, holds a U.S. patent for a PC-telephone interface, is a member of the Marketing Executives Networking Group, the Cornell Entrepreneur Network, and the Sandler Sales Institute Presidents Club.
Can't call in but have a question? Drop a
comment and I'll ask it for you. Let me know what you'd like Diva Talks
to chat about. Don't forget Diva Marketing Talks morphs into a podcast.
02/26/2008
Diva Marketing Talks
is a live, internet radio show. 30-minutes. 2-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.
Today's Diva Marketing Talks explores an innovative, new model for a social media community. Dr. Daniel Palestrant, Founder CEO of Sermo, and Dr. Richard Thrasher, community member, join me to talk about Sermo, an online community open only to doctors (a niche) where for a fee sponsors can listen in, ask questions but not fully participate.
Big question: Would this model work for other verticals/market segments like moms or golfers or accountants or patients?
Topic for February 26, 2008: Where the Docs Are .. Someone Waits For Them. Paid Sponsors in a Social Networking Community.
Time: 6:30p - 7p Eastern/ 5:30p - 6p Central/ 4:30p -5p Mountain/ 3:30p - 4p Pacific
Call-in Guest Number: 718.508.9924
Guests:
Daniel Palestrant
Daniel Palestrant is Founder and Chief Executive Officer of Cambridge-based Sermo, Inc. As CEO, Daniel is responsible for the overall vision of the Sermo community and business. His main tasks focus on ensuring that Sermo is a valuable resource to physicians while building a profitable and socially responsible enterprise.
Daniel's first experiences with Healthcare Informatics came when he conceived, designed, proposed and managed deployment of CIBUR (CIGNA Internet Based Universal Resource), one of the first commercial Web-based healthcare resources for physicians and allied health professionals. No stranger to the entrepreneurial side of medicine, Daniel founded his first company, Azygos, Inc., in 1998. During that time, he successfully raised $2.2MM in funding and deployed the company's first clinical application on schedule and on budget, before selling the company to BioNetrix in May of 2001.
After selling Azygos, Daniel joined BioNetrix (Now BNX Systems) as Director of Health Care. During his time at BNX Systems, Daniel helped numerous healthcare-focused businesses increase network security, improve patient privacy safeguards and comply with HIPAA. Daniel has done clinical and laboratory research in transplant immunology. He has a B.S. in biology from Johns Hopkins University, completed medical school at Duke University, and trained in General Surgery at Beth Israel-Deaconess Hospital, in Boston before leaving to launch Sermo.
Dr. Richard Thrasher
Dr. Richard Thrasher is board certified by the American Board of Otolaryngology. He established ENT practice - The Ear, Nose, & Throat Center at McKinney. He is also an active member of the Sermo community.
Dr. Thrasher received his bachelor’s degree from the University of Utah and his medical degree from the University of Connecticut. He completed a general surgery internship in Denver before going on to an Otolaryngology/Head & Neck Surgery residency at the University of Colorado Health Sciences Center in Denver. While in residency, Dr. Thrasher spent significant time at Denver Children’s hospital (routinely rated in the top 10 children’s hospitals in the country) and has a particular interest in pediatric ENT.
Upon completing residency, Dr. Thrasher served on clinical faculty with the University of Nebraska Department of Otolaryngology/Head & Neck Surgery while he served as a Major in the USAF for 3 years at Offutt AFB in Nebraska. During this time he won three awards for best instructor as a clinical preceptor for family medicine residents and physician assistant students. He also served as medical director of the surgical service and chief of otolaryngology at his base hospital.
Dr. Thrasher was the first otolaryngologist in Nebraska, and first in the Air Force, to perform the new Balloon Sinuplasty® surgery. He was also the first otolaryngologist in Nebraska to perform an innovative base of tongue procedure for sleep apnea and is one of only 6-7 surgeons in the country currently doing this procedure. He has extensive experience performing the Pillar Palatal Implant® procedure for snoring. He has authored several publications and remains active in pursuing clinical research in sinusitis and sleep apnea.
Dr. Thrasher’s special interests include pediatric ENT, snoring/ obstructive sleep apnea, thyroid surgery, and sinus surgery. He is an active golfer and self-proclaimed technology geek. He lives in Plano with his wife and 2 children but hopes to move to McKinney in the next several months.
Tips From The Diva Bag
Complements of Dr. Richard Thrasher
- Log on frequently and just observe how things work for a little while. Some may feel comfortable seeing the personality of the site within a couple of days, some may need some more time. But I would observe how the interaction works first before just jumping in with a post. There is an etiquette on-line that is not always readily apparent to novices.
- When you do begin to interact, do so frequently. If you make a comment or post a topic, follow up on it frequently to see if there is any feedback regarding your input. This will definitely bring you into the community. Those who post and run will not feel like they develop a relationship with other users as well.
- Avoid trying to make overt discriminatory comments—this is the surest way to be ostracized. Whether you have a bias toward something whether it’s race, gender, educational background, etc, if you make those types of comments known, you will be quickly attacked. I have seen this on many on-line communities. Most importantly be open-minded of the opinions of others and at least respectful even if they’re factually wrong. There are definitely better ways to handle differences of opinion than through attacks.
- Disclose, disclose, disclose. If you market yourself or a product on Sermo and do not disclose a financial interest, but one is discovered, you will immediately be ostracized by the community at large. If you fully disclose your interest in the marketing, you stand a fighting chance of having a constructive discussion of your particular topic.
- Don’t be afraid to ask questions about patients who have a diagnosis that you can’t figure out or who has an adverse event that you want to discuss. Often these are the best discussions on Sermo.
Can't call in but have a question? Drop a
comment and I'll ask it for you. Let me know what you'd like Diva Talks
to chat about. Don't forget Diva Marketing Talks morphs into a podcast.
Update: Enoch Choi, MedHelp of the Palo Alto Medical Foundation joined the conversation. If you have any interest in healthcare in the U.S. or where physicians' interest are in changing the healthcare system do not miss the After Show. In Ophra style, the After Show continues on a free for all flow for as long as the conversation goes on.
