06/11/2012

Geoff Livingston 2012It is my pleasure to introduce you to the co-author of Marketing In The Round .. my friend Geoff Livingston

One line in Geoff''s bio tells all you need to know to understand the man behind this newly release book. "He brings people together, virtually and physically to affect change and achieve higher knowledge."

In his third book, co-authored with Gini Dietrich, the focus is on  integrating traditional and new media marketing elements and breaking down those stifling internal silos.

Diva Marketing/Toby:  Let’s start this off with “Why this book?” Seriously, why does the world of  marketing need this book now?

Geoff Livingston:  When Gini Dietrich and I focused on multichannel integration, our logic centered on delivering ROI and outcomes for social media. So much of today’s conversation is about how marketers can get results from social. To us, that lack of results has more to do with siloed communications and a failure to integrate all marketing disciplines together.  Integration also includes adding hard lead generation-oriented metrics from direct and advertising to the mix. 

 Even though that was a year, ago the problem persists. Two recent studies from the CMO Council and the CMO Survey showed that less than 10% of lead marketers are running well integrated digital campaigns [Geoff's post - What CEOs Want: Better Social Integration & Anaylics]. Integrating marketing and general understanding of diverse disciplines has become a lost art.

Diva Marketing/Toby: So many options. So little time, money and people. From your perspective, what is the most significant challenge facing the 21st century marketer?

Geoff Livingston: Without question, it’s understanding the modern stakeholder’s media experience. 

Marketers think like media tools, literally.  It’s as if we were media hammers. How can I get people to use my nail? How can I drive the nail home?  But in reality, people walk around an entire media structure in which there are many nails, dry wall, support beams, screws, hex nuts, roofing, lights, tiles, etc. etc. 

  • Until we stop marketing from our perspective, but from the perspective of the true media landscape as seen by our customers, including mobile, 21st century marketers will struggle.

Diva Marketing/Toby:  The visual model  of Marketing In The Round is built with “marketing” as the center and let’s call them  marketing functional areas (advertising, web/digital, content, direct mail, etc.) as spokes from the center.  Based on your model, how do you define “marketing” that makes marketing unique from the functional tenants.

Geoff Livingston:  The ability to build, maintain and administrate holistic communications and interaction strategy for an organization and its stakeholders.

Toby Bloomberg/Diva Marketing: Wondering... where do customer care, research and sales fit into the model?

Geoff Livingston:  They definitely fit in frequently. When we present the Round concept live you’d see them brought into meetings frequently.  They don’t usually end up at weekly meetings of the marketing group, but are an integral part of the larger customer experience, and as such, they end up attending CMO meetings almost every month if not more frequently.  Ideally, everyone is closely seated together to help foster further integration.

Diva Marketing/Toby:  Sounds like you’re restructuring the marketing department. Who leads the charge of  Marketing In The Round if not the CMO? What skills/talents should that person have to make it work?

Geoff Livingston: It is the CMO.

That person should have a couple of skill sets.  First, they are an administrator and a manager. Their job is to facilitate the marketing function from a resource and operational perspective, incentivize what had been here-to-fore silos to work together, and lead the department in its interface with other departments so that marketing acts as a networked component of the larger enterprise (as opposed to its own silo).  Secondly, that person is usually a marketer themselves, and as such they need to have graduated from tactician to a strategist who can understand the value of branding, strategic approaches and tactics.

Diva Marketing/Toby:  One of my favorite lines in the book is –“.. you lend that content to and
community to outlying networks ..”
(p 24) The question then becomes is what’s the source of the Geoff Livingston Marketing in the round_max content and community?

Geoff Livingston: Usually, it’s the company. If the company is successful in its groundswell and top down approaches you’re seeing true customer word of mouth take place and they start developing content.  Stakeholder generated content creates brand and product advocacy, as well as (hopefully) inspiring media stories, speaking engagements, analyst reports and other types of traditional professional content produced independently of the company.

Diva Marketing/Toby: Coming from a research background, I appreciate the time you dedicated to consumer insights .. both traditional and social media. It seems as though the concepts of “listening” and “monitoring” had different meanings in the book. How are you defining  concept of “listening” and that of “monitoring?”

Geoff Livingston: It may be an issue of semantics on our part.  They are closely related.

Listening occurs before, during and after a marketing effort. But in many ways it’s the harnessing of data – big data if you would. I think hearing is the ability to decipher that data into meaningful and regular intelligence. Monitoring to me is the practice of hearing that data intelligence formally and regularly as a company.  Now, that’s my opinion based on the question. Gini may have a different take on that.

Diva Marketing/Toby:  I really liked the charts, worksheets and resources that you and Gini integrated throughout the book.  One of the Pros under social media (p27) indicated “inexpensive form of sponsoring messages on the social platforms.”  Does this refer to “blogger relations” and are you advocating paying bloggers for their posts?

Geoff Livingston: I don’t advocate paying bloggers to blog on their site. I do advocate paying people to intelligently interact with bloggers to provide useful content ideas and guest posts wherever possible.

I pay bloggers for their posts on Inspiring Generosity. Getting great content for your site requires paying talent, in my opinion.  I hate people that ask me to blog for free consistently without any clear value for my effort. It’s the primary reason why I stopped blogging for Mashable. The effort outweighed the value.

Diva Marketing/Toby:  Several different dashboards ideas are presented. While I think dashboards are a great way to track and analyze do it right is a time resource/commitment. If a company can only manage One dashboard what would be your suggestion?

Geoff Livingston: There is no silver bullet, unfortunately. Whatever a company selects they will end up customizing it if they want meaningful analytics for their monitoring program.  Google Analytics, Radian6, Hubspot, Marketo, and Eloqua is where I’d start depending on budget, from free to full enterprise.

Diva Marketing/Toby: In your travels Geoff, what organizations did you find that were doing it well?

Geoff Livingston: Dell, the American Red Cross are the obvious ones.

Procter & Gamble does a lot better than people give them credit for.  They are a brand management organization in the CMO sense, using agencies to execute tactics. I think they get social in the sense of when an agency or partner is doing a good job for them, and when they are not.

Google is doing really well, even the + network isn’t (or maybe it’s just bad press).  Google clearly listens to feedback, and it seems to me they are becoming a social enterprise. 

Etsy and Five Guys are brilliant at word of mouth marketing.  Chrysler has proven itself to be a savvy advertising company in its current incarnation. And Apple is probably the best all around integrated multichannel marketing organization out there.

Diva Marketing/Toby: As is the tradition on Diva Marketing the last questions is yours to take and run with as you would like. What would you tell our community about integrated marketing in the round?

Geoff Livingston: This isn’t rocket science. Our book is not going to teach you black belt jujitsu. It is about the basic fundamentals of marketing together as an integrated multichannel organization. No matter how fancy your marketing strategy and tactical execution is, if you aren’t blocking and tackling, you will likely lose.

It’s a reminder about what worked before social, and what still works in the current digital marketing era, teamwork, and thinking together as collective communications team.  That’s integrated strategies.

Continue the conversation with Geoff!

Geoff Livingstons Blog Twitter Flickr G+ Marketing In The Round SlideShare Pinterest

 Bloggy Disclaimer: I was provided with a complementary copy of Marketing In The Round. All opinions are 100% mine.

06/06/2012

Pinterest women retro As marketers begin to explore Pinterest the first question that I'm asked is:

 If my company isn't "visual" like a business to consumer (B-to-C) retail or  food or fashion company, but is business to business (B-to-B) is Pinterest  right for us? 

The second question, almost before another breath is taken, is "What can we pin?" 

Keep Pinterest in perspective. Like every other social network (inclding blogs) Pinterest helps you continue to tell the stories/promise/values behind your brand including the people who are its heart e.g. clients/customers, donors, volunteers and staff, etc. End of story. Beginning of story. (Of course it has to support goals .. see below.)

Let's step back before we step forward. I would encourage you to do a few housekeeping activities before you dive into creating those fun boards.

1. Review your social media strategy as well as marketing strategy. Not only for goals/objectives but for the content direction that you've chosen to pursue. Pinterest should support the work you've done here.

2. Identify content that is 'pinable' on your site and social platforms. If you have YouTube videos those are pinable.

3. Great time to dig out the photos that never got posted to the web. My guess is you have quite a few from events. 

Decide if your photos/images will be included on your site and where. Depending on your IT/webmaster's time you may decide it's easier to upload images directly to Pinterst. After they're uploaded you can then add a link back to your site.

4. Image/Pin Considerations

Will you watermark your photos?  

If you add a $ before a number it turns into a banner sign and drops into the "gift" page. I tested it for a NPO's event and the pin was immediately repinned (Pinterests term for sharing). 

What sites will you not pin/repin from e.g. competition, rouge/spam, etc.

5.  Board Ideas Beyond Your Product or Service

For non profits and events .. a thank you donor or sponsor board that links back to their websites (not yours).

For all companies and NPOs .. staff boards help make the people who are the heart of your brand "real." Are some of your emplpoyees hesitant about being on the Internet? WPTV has a staff "Fashion Board" that includes employee's shoes and socks too! Are your employees into sports? How about a board of their running shoes?

How about a resouce board for your clients that focuses on a specific interest?

Following is a strategy outline to help get you started 

I. Goals 
II. Content direction 
a. Develop Board Concepts 
b. Segments taken into consideration e.g., donors, volunteers, staff, other stakeholders 
c. Develop series of board topics 
III. Logistics 
a. Identify board authors 
b. Determine pinning frequency 
c. Key words to optimize descriptors 
d. Will images be water marked prior to pinning? 
IV. Create guidelines 
a. Review sites associated with pin prior to pinning 
b. Sites not to pin from e.g. spam, 
V. Who will you follow? 
VI. Create awareness with your target audience (who may or may not be on Pinterest) 
a. Add link to your website 
b. Add link to staff's email signatures 
c. Include in eMail newsletter 
d. Mention at board and staff meetings 

VII. Don't forget to monitor comments. The special sauce is commenting back. Since not many people are doing that (yet) it will help cut through the clutter and of course, build relationships. 

VIII. Analyze the data beyond repins, likes and comments. The descriptors and board names are a fascinating source of consumer insights.

 So much more .. but for now this should get you started thinking strategically and tacitly.

Oh one more .. have fun.

Pinterest Pinning For Business Learning Series 

Follow Diva Marketing on Pinterest!

Graphic credit: Natteringnic

05/23/2012

Last week I attended my first Pinterest meetup. Max pinterest tshirt

It was great fun and I even won a Pinterest T-shirt. Seems appropriate that Max should model it since he has his own Pinterest board. Don't you think he makes a cute model?

Anyway, needless to say, I was excited to meet fellow pinners and talk about strategy, cool tools, what works, what doesn't.

"Were you on the PinChat when host & founder Kelly LIeberman brought in Lizze from McDonalds?" I asked a few people. My question was met with puzzled looks. "Oh big corporations are pinning?"  Now I was surprised. Ah..yes. 

Granted, I only spoke with a handful of people, but it seemed most were pinning for fun or using Pinterest in a very limited way for business e.g. one board among many personal boards.

My big take aways: Pinterest, as a business tool, is still in the beginning stages of adoption .. even for the pioneer pinners. Even more than the idea of pinning for business, is the concept of putting a focus on pinning for business by creating and maintaining a variety of boards that support a brand.

When it comes to social media, we learn most from the people who have stepped out before us and generously share their experiences. In this Pinterest Pinning For Business Learning Series post we take a look how a business-to-business company, Brandwatch, is using Pinterest as an inbound marketing tactic.

About Brandswatch: Launched in August 2007, Brandwatch  develops tools for monitoring and analysing social media conversations. The company is experiencing huge growth in the young sector.

 Joel Windels_Brandwatch

Our interview is with Joel Windels. Joel is the Community Manager at Brandwatch where he is responsible for all of Brandwatch’s presences online, including social networks like Pinterest.

Diva Marketing/Toby:  In a world that began as a social network to share images of food and fashion Brandwatch is one of the early business-to-business brands on Pinterest. What did you see about the platform that caused you to actively participate?

Joel Windels: The key thing to remember with social media is that it is not only incredibly new, but it is also changing at a rate that is almost impossible to stay totally on top of. At Brandwatch, we’re obviously very interested in making sure we’re keeping track of all of the most popular social sites, so once Pinterest began to show itself as a rising star, we had to take notice. The meteoric rise of the network and simplicity of the image-sharing idea struck a chord with me, so I decided to test the waters.

Diva Marketing/Toby:  From a high level, what is Brandwatch’s  Pinterest strategy?

Joel Windels: We generally see Pinterest as a traffic-boosting network, with site referrals from Pinterest forming a small part of our wider lead generation strategy. As an inbound marketing tool, it’s an excellent place to house links to lots of our content in a visually appealing and clever way, in a way that’s not centered around our own website.

Diva Marketing/Toby:  Understanding that Pinterest is still in its infancy, especially in terms of b2b, what are your measures for success?

Joel Windels: As I mentioned before, we’re just testing the waters and, for the moment at least, we’re measuring its value in referral rates. There’s something to be said for the qualitative worth in having a presence, such as using it as a resource for curious prospects and simply for broadening the visibility of Brandwatch, though the primary measurement is through number of visits to our own site from Pinterest for the time being.

Diva Marketing/Toby: With any social network initiative there are risks associated with active participating. What were Brandwatch’s challenges and how did you overcome them?

Joel Windels: One of the more interesting ways we’ve been using Pinterest is through the use of our ‘social media monitoring’ board. We’ve created it to house a board of our main competitors, as we regularly get asked about the other options in the market, so it gives us somewhere to point people to. Using our own tool, we also search the web for individuals and companies that are enquiring about SMM tools and the industry, so we often step in to offer advice, sometimes via our Pinterest boards.

While it may be a cliché, we think that our tool is the best around and that people will come to that conclusion by themselves, so in pointing our prospects to our competitors we’re not approaching marketing in an orthodox way. The risk is that we’re not as good as we think we are (very low, of course)!

Diva Marketing/Toby:  If you’re not a visual thinker it might be a “content challenge” for a services business to sustain pinning over time. What is your content strategy .. In other words what are you pinning?  

Joel Windels: Pinterest is a supplementary channel for us, so we don’t have a content strategy for the platform. We’ve created one-off boards, such as the monitoring one and a set of pins to support our Superbowl project back in February, though we are now using the site as a seeding channel for our main content – namely our eBooks, our case studies and our blog posts. Essentially our Pinterest content plan mirrors our general one.

Diva Marketing/Toby:  In social networks there are two paths we can take:  passively providing content and actively engaging within others. At this point, most people seem to be sharing content/pins but there is not a lot of conversation happening. How active is Brandwatch in terms of engagement e.g. commenting, repining, likes?

Joel Windels: This is a very good point you’ve made, as they are indeed two very different approaches. There are 1001 different social networks propping up and lots of guesswork involved in determining how to spend your ‘community time’. Therefore I decided that, for now, we’ve tried to keep our primary focus for engagement on tried and tested platforms like Twitter, whilst using Pinterest for its own strengths.

For the moment, we’ve walked the first type of path in passively providing content, though as the site progresses and we hire more community staff in the coming months, we may well take a look at the second approach. Brandwatch

Diva Marketing/Toby:  One of the big questions that I’m asked is how do you find time to include another social network into your communication outreach? Would you give us an idea of the resource structure (people) and approximate time you’re investing?

Joel Windels: Our team is split across the UK, Germany and the USA. Understandably we’re still putting together the processes that divide the community spread, but at the moment it’s just me on Pinterest. We’ve pulled a bit of focus away from the likes of Google plus and other networks for the time being, as we’re seeing more referrals through Pinterest. We’ve had other monitoring companies repin some of our pins, and plenty of staff members contribute to the content that our pins link to, but as far as actually maintaining our profile and our uploads, that task currently sits at my desk.

Diva Marketing/Toby:  In any new social media endeavor, they will not come unless you tell them. How is Brandwatch creating awareness for its Pinterest boards?

Joel Windels: Well, you know what? They have been coming anyway. Like I mentioned before, we often link people through Twitter and other sites to our collections – good articles, our eBooks, competitors when someone wants an overview. We haven’t really pushed our Pinterest presence very strongly; it seems to have grown organically, with users sharing it amongst themselves because they like our boards/content rather than us trying to draw attention to it.

Diva Marketing/Toby: Pinterest provides interesting consumer insights. From the point of view of a research company, I’d love to hear your views of what marketers can gain from analysis of pins and boards.

Joel Windels: Well, Pinterest is a bit of a pain with its API so it’s very hard to work out exactly how much coverage we offer. Obviously it’s the best possible, but we are aware of some pins slipping through the net. Useful features like sentiment analysis and author metrics can help analysts work out how companies are faring on Pinterest, and how they might be doing that.

 As with all of the data we track, searching the web for social media mentions of your brand, your industry or your competitors will allow you to get a much greater understanding of what your customers are saying. Even if people are pinning and engaging positively on your brand page, doesn’t mean people aren’t indicating otherwise elsewhere. The only way of truly gleaning insight from the social web is through monitoring tools and the features they provide. Exactly what each company will discover from an analytical point of view will differ in each case.

Diva Marketing/Toby:  To wrap this up. what lessons learned can you share with us about business-to-business companies coming jumping onto the Pinterest train?

Joel Windels: As with any new and untested platform, it’s quite fun to test the waters with what works and what doesn’t; it’s certainly good advice to poke your toes in before diving in at the deep end. Furthermore, we’ve found that through being open, interesting and experimental we’ve managed to get a good ROI from being on the network.

Note: #PinChat is held Wednesday at 9p Eastern Time.

Pinterest Pinning For Business Learning Series 

05/14/2012

Avon good housekeeping oct 1953

In 1886, Mr. D. H. McConnell launched what was to become one of the most beloved brands... Avon

Let’s flash back 126 years when women were expected to be housekeepers, wives and of course mothers. In steps a man who defies convention when he builds his sales force with a team of women. D. H. McConnell intuitively understood that as salespeople women could relate to other women and bring a passion to his new perfumes better than men. 

Based on its direct sales approach, which was built on developing relationships and sharing conversations, Avon has been called the original “Social” Brand. However, its competition has left it in the 18th century “social media” dust.

Avon has seen a 75% decline in operating profit over the last decade. A Wall Street Journal Avon sales stats article, Avon Is Late to Social Media’s Party, reported sales for cosmetic products have steadily moved online. Although Avon does have online channels it's not been as aggressive as other cosmetic companies.

Recently Warren Buffet and Coty experssed interest in this iconic company now in crisis. In a 5/13/12 media release Avon said it would  "..consider Coty's letter.."

Update: 5/14: Coty has back off of its offer. "Your total lack of engagement with us leads us to believe that you remain reluctant to explore a friendly, negotiated combination on a reasonable timetable," Coty Chairman Bart Becht said in a letter to Avon dated Monday and made public. "Two months is enough." - Reuters

When my pal and social media colleague, Rob Petersen, founder of BarnRaisers and co-writer of this blog post, invited me to collaborate to bring Avon some 21st century social media ideas I was there. So Avon bebe .. this one is for you! 

10 reasons Avon Is Not Too Late To The Social Media Party

Subtitled: But the clock is ticking, the cake is getting stale and the tinis are getting warm.

1. BUSINESS STRATEGY: Of any brand, Avon has one of the most powerful social business strategies available. They have a brand community of  5.8 million reps. There are great examples of brands that put their community to work and turned their business around. Take for example, Harley Davidson. This may seem like an odd comparison but stay with us.

On the brink of bankruptcy in the 1970's, Harley Davidson overhauled their business to realize their most valuable asset was their riders. In other words, the people were even more important than the product so Harley: 1) Spoke to the shared interest of their community before product benefits 2) brought advocates together and let them help build new relationships. Avon needs a business strategy, not a social media strategy. Now, here's what they can put it to use.

2. "AVON CALLING" ONLINE COMMUNITY: Avon's famous slogan could now be a live, online community where their sales reps offer daily advice about Avon products, deals, help customers with a cosmetic question, refer someone to the Avon rep in their area and talk about who they are as people (e.g. where they like to go on vacation).

By the way, this is what Harley does daily at HDTalking.com, a customer created content community of close to 400,000 members.

P&G also has a highly successful online community, Being Girl, for their Tampax and Always brands that has achieved a 4-to-1 ROI over traditional channels. Avon even has an online community in the UK, Avon Connects, demonstrating they are not late to the party, they just need to join in.

3. "LIKE" US ON FACEBOOK (AND SEE WHAT HAPPENS): Every brand wants you to "Like" them and Avon has a pretty robust but commercial Facebook page that 660,000 people already like. They could use their sales reps more and show a human side.

For example, Kraft Macaroni & Cheese, recently produced a video called "Likeapella" to celebrate the people who like them. Not to suggest that Avon do the same thing but to make the point that major brands need to use social media to make a more personal connection. Here's what Kraft did.

4. AVON CUSTOMER APPRECIATION DAYS (VIA TWITTER SEARCH): If Avon representative wanted to build 1-to-1 relationships in larger venues, they could go to high traffic locations in their area like a mall; then, if they use Twitter Search, they could find other women in the same mall and begin a conversation they very same way with the very same techniques they use when selling door-to-door.

5. KLOUT PERKS: With 5.8 million sales reps, they must have a very large number who have high Klout scores. Why not demonstrate to how powerful they already are in social media. Put this social influence to work and see how many rewards Avon reps can get through "Klout Perks." This would show how much social influence sales reps already have.

6. AVON PINTEREST: The newest darling of the social networks, Pinterest, aligns with Avon’s targeted female demographic. Online products provide Avon with the base for creating a Pinterest page that has multiple benefits from reinforcing community with boards that highlight new and seasonal products, provide lifestyle the “Avon way” with beauty to showing the caring side of Avon through its nonprofit work. In addition, likes, repins and comments offer Avon new consumer insights.

7. AVON PINTEREST CONTEST: Taking Pinterest one step further is the idea of a “Pin It To Win It” contest. Avon has the opportunity to engage with its customers in creative ways that includes both customers and sales representatives. For example, many of Avon’s products are colorful from its nail polish to lip glow. A red, white and blue Fourth of July themed challenge could create fireworks of fun.

8. AVON SALES REP SOCIAL MEDIA TRAINING: Avon has created an innovative online training program, Beauty of Knowledge, for their sales reps. Topics range from how to start your new Avon business to money management, logistics, goal setting and traditional marketing support.  However, in my research I came across sales reps who had posted on social networks the need and their desire for social media courses to be included in their training.

In April, I had the honor of speaking at the Possible Woman Conference about social media marketing. Among the brands represented, by over 400 women attending the event, were sales reps and leaders from Avon. I saw first hand their enthusiasm mixed with confusion and frustation about how to leverage social media. After one of my sessions an Avon rep spent two-hours talking about her social media efforts with a speaker from the panel.

Sidebar: Founded by the visionary Linda WindPossible Woman is an excting conference that brings inspiration and leadership training to women in business.

Although Avon sales reps are currently involved in social media many still have challenges regarding how to start and/or how to take their initiatives to the next level. In addition to the training we suggest that Avon consider developing a series of template models for Twitter, Facebook and blogs.

9. AVON MOBILE APP: Smart phones and tablets have opened additional eCommerce channels and created new ways to engage with customers. With the ubiquity of smart phones branded apps continue to grow in popularity. Research conducted by Women at NBCU’s Brand Power Index found that women are more likely to have gaming apps on their smart phone (75%of women versus 67 % of men). What fun it would be for Avon to explore developing a gaming app and of course, a mobile commerce app.

10. SOCIAL MEDIA MEASUREMENT: Including social media as part of a marketing communications strategy can help accelerate achieving your goals. However, with so many moving pieces, Avon doesn’t need more measurement, they to identify the ones that matter most, their Key Performance Indicators (KPI’s) and report, track and be prepared to take action on them.

Maybe, if Avon follows this plan, it would let Warren Buffet and Coty know just who they're dealing with .. a Top 50 Cosmetic Brand. No matter how this plays out Avon's legacy of empowering women will be part of history.

Avon ad 2012

Some great brands have turned their business around by realizing and reaching out to their strongest asset .. their community. After all, they call it Social Media for a reason.

What are your thoughts? Do you think it's not too late for Avon and their 5.8 million sales reps to join the Social Media party or is the cake too stale?

 

05/04/2012

Pinterest-triplePinterest. Pinterest. Pinterest.

There I've said it. Now I'm definitely out of the P-closet. That does sound a bit odd .. well you know what I mean. 

Couple of weeks ago I had the pleasure of conducting a members only web cast for the American Marketing Association on Pinterest. The approach I took was a little different than the millions (not an exaggeration!) of webinars, presentations and posts that help you through the logistics of how to pin. Important no doubt but here at Diva Marketing it's a focus on the strategy and tactics versus the logistics.

 I have so much 'good stuff' to share that I thought a series on Pinterest might be fun. Oh no Toby not another Pinterest post! Well, yes but we'll look at Pinterest a little differently.

As my friend Barb Giamanco the diva of social media for sales said to me - I get B2C but other then showing the "human side" of a B2B company I'm not sure of the application benefits. So we'll explore verticals and brands that you might not think "fit" in a social visual communication network.

Social Visual Communication

Vocabulary matters. No more pinboards when you talk to the C-suite please. 

A CMO of a prominent B2B company recently told me she thought of Pinterest as a game for moms and didn't consider a "pinboard" a serious business tactic. Rather reminds me of the days of when blogs were called journals or diaries. Love this quote:  Blog gone pinterest quote snappleface_3 

However, along the way we learned that if we thought a little differently that blogs could support business objectives. The rest, as they say, is social media history.

With Pinterest it's not only a matter of looking at the world a little differently .. but repositioning to include concepts and language that the C-suite (CMO,CEO) can understand and "get." As social media becomes more sophisticated and is integrated into the life style of our customers, it is no longer is a rogue tactic that flies under the radar and suddenly becomes the darling of the company. There is too much at stake. 

I'm suggesting that we use the term Social Visual Communication. 

We'll talk strategy, target market, customer insights of course. However, there are so many people that are off and running that I want to start inside out. With very basic website tactics. 

Pinterest tips

Six Tips on How To Make Your Website Pinterest Friendly

1. When you're planning content on your site include an image as part of each text article

2. If you're not serving videos publicly e.g. YouTube include a graphic near the video. 

3. Graphics should align with your brand promise and values.

4.Consider what images your target audience will feel comfortable pinning. 

5. Consider how your banner is created. If someone wants to pin your page versus an article is there a non flash image that can be taken? 

6. Last, but important since people are still hesitant to pin because of copyright issues*, indicate that you encourage pinning. Best placement would be above the fold. *Poll taken during the AMA Pinterest webcast .. 80% of respondents were hesitant to go forward with Pinterest because of legal issues.

Bonus if you're really forward thinking: I do believe the Pinterest format: horizontal, graphics, sharing will become integrated into websites as the norm. 

Pinnect - Pinnect  Pinterest wordpress theme - Gridline 

Devstand has identified 34 "Pinterest" Wordpress themes

And don't forget mobile --  Pinterest type format mobile _pulse -  Pulse

Read more .. Diva Marketing Interviews with smozy/Kotex and Microsoft

By default this series began a few weeks ago with an interview with the CEO,Yael Linen-Zuchman, of an Israeli digital agency smoyz  and the brand manager of their client Eran Sion/Hogla-Kimberly. They launched an innovative Pinner Relations (think blogger relations) program.

I also had the pleasure of interviewing BJ O'Hare, the woman in charge of Microsoft's Mouse Design Pinterest contest. 

Reach out if I can help you with a Pinterest strategy. As you might guess, I've been sipping the Koolaid on this one (smile).

Pinterest Pinning For Business Learning Series 

04/27/2012

This week I had the amazing opportunities to particiapte in two "taking online offline" experiences. Experiences I would never had if it were not for Diva Marketing, blogging and of course social media. Friendships I would not have made if I had not take a risk.

Toby Wise Women _EverywhereI  joined BBF Lynn Epstein as part of Everywhere's, a social media marketing firm, ongoing Wise Women series where women share their stories with the Everywhere staff.  The other was at digital agency Engauge where I was part of a blogger influencer discussion with about 10 other women. Toby Engauge Blogger Influence 4_12

 

We had wonderful, interesting discussions. As you'd expect, if there was disagreement people were gracious and considerate.

I've been living in the digital world for almost 8 years (Diva Marketing celebrates it's 8th year in May). OMG! that sounds like something from the Matrix. The reality is, at least for me, it's more E.T.. Not as scary and if you're open to possibilities beyond your safe world magic can happen .. including new friendships, opportunities and inspiration.

Before, as Neo says in the Matrix, "anything is possible" and you can collect the benefits from socal media, you have to step out.

Talking to new bloggers this week at the Possble Women conference I was reminded that one of the risks in social media participation opens the door for people to "talk back." In the the offline world, where you are face-to-face and see expressions and body language, that usually doesn't present a big challenge.  Jimmy Choo _ 124katimadtn_large_1_master_black

Girlfriend, I well understand those new Jimmy Choos can be wobbly when you first try to walk in them. Shh .. don't tell anyone but my first comments I was so nervous to post I must have rewritten them at leat half a dozen times. It was with a deep breath that I clicked on the comment publish link.

Kris Ruby, in his MSN Business On Main article, asked nine entrepreneur for their advice on how to handle anonymous negative comments. Skip over and take a look .. and then come back please.

Audrey hepburn little-black-dress_2Considering different opinions, hearing new points of view is part of our on-going learning experiences .. online or offline. If you do disagree and add your voice to the converstation, please keep in mind that your words are taken to heart .. be kind. Kindness is the new little black dress!

 Let's Have FUN!

MSN Business On Main/Diva Marketing Small Business Tip Contest ~ Win $100!

Your challenge is to share 1 idea on the new little black dress .. social media kindness. How can we ensure that if we if we agree to disagree we treat each other with respect and consideration?

Rules of MSN The Business on Main/Diva Marketing Social Media Small Business Tips Contest 

1. Post your tip for how to use social media for branding on this Diva Marketing post And on this MSN Business On Mail Post

2. Identify your post on Business On Main with the words Diva Marketing. Important! If you don't post on MSN BOM and indicate Diva Marketing in your comment you cannot qualify for the $100 prize. 

3. Winner is at the pleasure of Diva Marketing with the help of Max, of course!

4. Contest ends midnight May 11, 2012.

5. You must be at least 18 years of age

6. A valid eMail address must be included on the "Post a Comment Section" of your Diva Marketing comment. (How will I know where to contact you to send your check?)

This wraps up my blogger relations series with MSN Business On Main. Hope you enjoyed the contests and the added resources that MSN Business On Main provided to Diva Marketing's post. My lessons learned were it forced me to write more and to think outside of the box to ensure that the content created stayed true to Diva Marketing's mission of sharing learnings about social media marketing. 

Diva Marketing is part of an online influencer network for MSN Business on Main. I receive incentives to share my views on a monthly basis. All opinions are 100% mine.

04/23/2012

Microsoft Pin It To Win It SweepsakePinterest, the darling of food and fashion pinners, is on a hyper growth slope with brands that at first glance have nothing to do with "life style" e.g. business-to-business, technlogy, software, finance, miliatry, staffing companies and more. Hop over to my Pinterest brand board .. Brands Beyond The Expected to see 101 (and counting!) examples.

As we've seen with Kotex (Diva Marketing interview with the brand manager and agency) brands are exploring ways to engage with customers that go beyond a pin and comment.

Contests are hot hot hot on Pinterest. When I came across an interesting sweepstakes from Micrsoft I wondered if Pinterest contests could really work for tech companies. BJ O'Hare, social media lead for Microsoft Hardware Team, graciously agreed to tell us the back-story in a Diva Marketing Mini Case Interview. Thanks to Kristina Libby for the intro.

BJ OHare_MircoSoft_DM interviewAbout BJ O'Hare - BJ O’Hare is the Social Media Lead for the Microsoft Hardware Team. Over the course of her career, BJ has combined her passion for interpersonal engagement with her enthusiasm for technology to develop expertise in the realm of social media and marketing.

In her current role, BJ is responsible for the management of all Microsoft Hardware social channels including its Blog, Twitter Handle and Facebook page, which she worked to launch in late 2011. She also collaborates closely with Windows and its social channels, particularly its Pinterest page. 

Diva Marketing/Toby:  Of all the tactics Microsoft could have chosen to create awareness for its new mouse designs, which by the way are very cool and fun, why Pinterest?

BJ O’Hare/Microsoft: Pinterest is a great way to virtually express yourself and be creative. The new mouse designs are very expressive and appeal to people looking for ways to personalize their everyday life, so Pinterest was a good fit for this Microsoft Hardware campaign.  

Diva Marketing/Toby: Were there other social networks/social media and/or marketing initiatives included in the campaign? 

BJ O’Hare/Microsoft: It was promoted on various Microsoft Facebook & Twitter pages as well as Microsoft blogs. It was also a discussion topic during a Windows Tech Tuesday #winchat which is a weekly Twitter chat held by the Windows PR and social media teams from 12-1pm PT on Tuesdays. The chats cover a variety of topics from partner products to consumer trends. To participate in a chat follow @windows or @windowsblog and the hashtag #winchat.

Diva Marketing/Toby: How did Microsoft create initial awareness of the sweepstakes?

BJ O’Hare/Mircosoft: We announced the sweepstakes by partnering with the Windows team and promoting the campaign on various Microsoft Facebook & Twitter pages and on Microsoft blogs and continue to promote on those channels.

  • We also add new images every few days so there are fresh pins for people to use so they will continue to stay engaged with our boards.

Diva Marketing/Toby: What were your goals for the sweepstakes?

BJ O’Hare/Microsoft: Our main goal was to generate awareness of the new colors and artist designs through engagement with an audience that is active on Pinterest, and looking for colorful and rich assets to decorate their boards with.  We also wanted to increase followers of our boards and generate repins. Microsoft mouse
Diva Marketing/Toby: Can you share a high level of the results?

BJ O’Hare/Microsoft: We generated awareness which resulted in an increase of followers and re-pins.

Diva Marketing/Toby: Were the results what you had expected? Can you tell us why or why not?

BJ O’Hare/Microsoft: The audience that uses Pinterest is interested in images that they can use to decorate their boards. This was a successful campaign and allowed users to do that through repinning Microsoft mouse designs. We were successful in generating awareness and increasing our followers and repins by using colorful and stylish images.

Diva Marketing/Toby: Did you do any analysis of the pins/boards for consumer insights e.g. Designs most pinned, pin/board descriptors, etc. If so what did you consider?

BJ O’Hare/Microsoft: We did some simple analysis which included designs vs color images pinned, repinning the contest pin, pin & board descriptors, and group of images vs single item images. We are also doing some analysis on product images vs lifestyle images.

Diva Marketing/Toby: I noticed that the contest board is now the last board on the page. When the contest was running was it the 1st board? Also, do you plan to keep the contest board or delete it like Kotex did with theirs?

BJ O’Hare/Microsoft: When the contest was running it was in the first row of boards so it was clear to see. We have new sweepstakes we’ve run since Spring Inspirations and now currently Mother’s Day which is the 1st first board you see. We are building our long term strategy for what the presence of contest boards looks like after the contest has finished.

Diva Marketing/Toby: If you were to redesign the campaign, in retrospect, what would you do differently?

BJ O’Hare/Mircosoft: When using Pinterest as a platform to promote campaigns, each will have a variety of different tactical components that will work.  For this campaign, we achieved what we set out to do.

Diva Marketing/Toby: What lesson learned can you share with us?

BJ O’Hare/Microsoft: Pinterest is a great way to virtually express yourself and be creative.  Since we had such great artists that designed amazing art on our mice, Pinterest proved to be a great vehicle to promote this initiative.

This was a collaborative effort between the Microsoft Hardware and Windows teams and may not be representative of what other teams at Microsoft are doing with Pinterest.

Pinterest Pinning For Business Learning Series 

To learn more about our Pinterest contest, please visit the Windows Team Blog. If you’re interested in learning more about Microsoft Hardware and Windows, please explore the following:

Microsoft Hardware

Microsoft Hardware Blog

Microsoft Hardware Facebook

Microsoft Hardware Twitter

 

Windows

Windows Team Blog

Windows Facebook

Windows Twitter

04/20/2012

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. A time to go off topic.

Truly wonderful the mind of a child is. - YODA, Star Wars

What do children have to do with social media marketing? Nothing. Everything. 

When was the last time you attempted to try something new without benefit of strategy, research or group consensus? Even outside of a work environment adults incorporate these three safe guards to make decision.  Stay with me on this one. 

We even use these safe guards when we're taking a fun family trip. Strategy: What will you pack? We need a (planning) list. Research: Are the reviews on Yelp more credible than on Trip Adviser? Group Consensus: Let's vote. Who wants to go to the beach and who wants to go to the mountains?  

I know what you're thinking. "Hey, Toby you've been talking to us for the past 27 billion years about the importance of planning and strategy." Well, it's really been only 8 which in social media years is just about 27 billion years so I guess you're right.Dandelion_seeds_being_blown

Sometimes I think we think too much and the innovative ideas blow by us like danilion seeds. 

Our friends at MSN Business on Main have some interesting content posted about young adults who dived into business. One is a video about how two college pals created a summer job, College Hunks Moving Junk (love the name!), that morped into a mulit-million dollar business.

At the time their risk was small .. a start-up for the summer. Sure there were learning and growing pains that might have been avoided if a plan and research had been in place but would the business exist? 

The other is an article fostering entrepreneurship in young children and quotes Dr. Cathy Ashmore, founder, Consortium for Entrepreneurship Education. I had the pleasure of taking part in the intial planning session (oops! that word) for the Consortium Forum 2012, 30th year education in entrepreneurship conference, taking place in Atlanta in November. Truly an amazing event that I encourage anyone who is involved in teaching children about entrepreneurship to attend.

I can't help but wonder how many children might have followed a different path if they had been given the confidence and told it was okay to catch a few danilion seeds blowing in the wind. Innovation first. Planning second.

Lemonade Day girls-pink-yellow-lemonade-stand-150x150If you're interested in helping children explore the path of owning a business skip over to Lemonade Day a nonprofit that offers an ".. experiential learning program where communities across the nation unite to teach youth how to start, own and operate their own business through a lemonade stand."

Let's circle back .. what do dandilions, summer jobs, lemonade stands and children have to do with social media marketing? You connect the virtual dots and tell me!  

That’s the real trouble with the world, too many people grow up. - Walt Disney

 Diva Marketing is part of an online influencer network for MSN Business on Main. I receive incentives to share my views on a monthly basis. All opinions are 100% mine.

04/06/2012

Jessica robyn facebook_1 1_12 _5Jessica Robyn, a typical millennium and 7-year Facebook member, has not seen any of the new time lines for brands.

You see, on January 13, 2012 Jessica disabled her account and began an experiment of "Life Without Facebook."

This quasi social media reality series with Gen Y Jessica Robyn takes us into her world of Life Without Facebook where she offers her insights into the questions: Why? What now? How do you exist without Facebook?

Read Jessica Robyn's Life Without Facebook ~ A Veiw From Gen Y Interviews Part #1 Part #2 Part #3 Part #4  

We found it interesting that Jessica's posts have been the basis for talking points for parents to discuss Facebook with their children. Brand managers have also gained insights.

We also discovered people were not only curious about how Jessica is living without her online peeps, but how her friends are reacting. We thought it would be fun to ask a few so we formalized the process into an online survey. 

Here are a few comments from the question - What was your your reaction when you discovered I disabled my Facebook? 

"I was very skeptical. Porter was ALL about facebook in her hayday."

"I couldn't believe it."

"I thought it was cool since I had disabled mine before in the past."

 Diva Marketing/Toby: Your friends were really supportive of you disengaging from Facebook.  Although some people thought it was a joke. But they miss you. Did anyone’s comments surprise you?

Jessica Robyn: I laughed a lot reading Greg’s answer that parents being on Facebook ruined it. It’s funny cause I think out of all my friends my dad was one of the first to join Facebook. That is why I was glad there were so many privacy settings. 

Diva Marketing/Toby: I found it interesting that it wasn't one of your friends who want to see you back on Facebook but someone from the boomer generation , Auntie Kaye. - “Holy cow, how will I be able to see what is going on in your life?” 

Why did you think that is? What are you doing to stay in touch with Auntie Kaye?

Jessica Robyn: I think Facebook is just an easier way to at a glance find out what a bunch of people are doing at once and what’s new in their lives. I know Auntie Kaye liked seeing pictures of what I was doing and who I was out with so clearly that hasn’t been happening. We have emailed and talked on the phone to keep in touch.

Diva Marketing/Toby: You’ve been off Facebook for almost 3 months now. Have you missed anything, other than chatting with your friends, from not being on Facebook?

Jessica Robyn: It’s weird cause I wasn’t really missing Facebook or thinking about it until a few weeks ago.

One of my close friends was throwing a surprise party for another one of our mutual friends and I found out about a week or so after that I wasn’t invited. She called me a few days later to apologize explaining that she and another person planned the party mostly via a private facebook event and she forgot to let me know outside of that resource.

I know at the time I wasn’t physically out or around as often (I sprained my ankle and have been recovering), but I had still been in contact with her via text message and email. I wasn’t on her mind during those conversations to invite me. To be honest, I was a little hurt, but I was also expecting something like this might happen.

Diva Marketing/Toby: Your friends have given you all sorts of suggestions for when you should go back on Facebook:

One year from the day you gave it up. 365 days of life without fb!

When you feel like you can use it on your terms. Don't get sucked into anything you don't want to!

Totally up to you. It is more a part of a younger person's world- but not essential. Certainly a nice resource to have- but not at the expense of meaningful relationships.

What do you want to say to them?

Jessica Robyn: I think the one year idea is interesting, but I have no idea if that will happen. I think a few of my friends know me well enough, are supportive, and also understanding which is why none of their responses shocked me.

  • I will reactive my account at some point and hopefully whenever that happens it won’t be as big of a part of my life as it previously was and I can manage my time on there better.

Jessica Life Without Facebook Tweet Bubbe

@JessicaRobyn on Twitter

04/03/2012

Recently Jay Baer asked a question on his blog that led to over 100 comments. Based on an interview that Guy Kawasaki conducted with INC Magaine, Jay wanted to know, "Is social media strategy required or redundant?"  As I began to join the comment thread, I realized that my response was a "post" and not a "comment." Toss of a pink boa to Jay for inspiring this post.

From the content on Diva Marketing, you can probably guess which side of the fence I'm on. Not to make things more complicated, but especially in social media marketing, you can't expect to build a strategy without first understanding the "tools" e.g. blogs, Facebook, Pinterest, LinkedIn, Twitter, etc. etc. etc. 

Much of our learning about social media/networking is derived from experience and experimentation.

When a new social network tool hits the virtual scene making the decision to include or not to include and when takes you down a different road than if you were to incorporate email, advertising or public relations. Why? Glad you asked.

Answer: We have no history to base our decision. At the early stage there are probably few examples from specific industries or customer bases. Dare I say it, at this point in the game there are no "best practices." It's not a surprise that many marketers take the wait and watch approach

Although I agree strategy is critical, in order to determine if a technology should be considered you must first understand the tool. Although most social networking platforms include some sort of engagement and sharing features, each new category tool is slightly different. Each also brings a unique set of benefits and challenges.

I created a 4 step, call it a road map, to help you think thought the process. Let's use the newest darling of the social networks -- Pinterest as an example.

World map free digNew Social Media Network Road Map

I.  Before You Begin Questions

1. Does the brand lend itself to social visual content/communication?

2. Do we have the resources e.g. time, people and budget to create and maintain?

3. Will our customers and prospects enjoy and use this tool? Note: Your answer to this may be "yes" but your customers may not be using the technology yet. Now would be a good time for early learnings and testings. 

4. Is our culture open to learning without direct ROI? Note: In the early stages of a social media technology don't fool yourself that you know where the real benefits will occur. 

5. What unique issues might your company face? For Pinterest that might include: Terms of service, copyright, pinabilty of your own visuals. 

II. Tool Specifics Incorporated Into Enterprise Social Media Guidelines 

Example social network: Pinterest

Note: We'll assume that your company has created Enterprise Social Media Guidelines. If not here are some examples.

Note: These are not strategies 

1. What type of graphics are appropriate and which are not?

2. What type of sites will you pin from and which will you avoid?

3. How will you manage Terms of Service and copyright?

4. How will links to your pins be handled?

5. How will attribution be acknowledged?

III. Create A Whisper Campaign

1. To learn in a (relatively) safe environment, I encourage clients to explore and experiment with the tool by creating a page that does not relate to the company, brand or aspects of their personal lives that they don't want to share in a public forum.

Perhaps it's about a hobby, favorite sport or your favorite shoe designer. Not only will you have an understanding of the logistics but of the culture .. critical in social media/networks. Have fun, learn and when you're done feel free to delete the page. 

2. Don't have time to develop your own knowledge base? Find support through a consultant who has done the ground work and understands not only the tool but how it can support your brand, your culture and that of the social network. She can share critical learnings as she guides you to avoid mishaps in a new social networking space. 

 IV. Strategy 

Now you're ready to hit the strategy route.

You know the drill here: goals/objectives, metrics, content and the beat goes on ..  Keep in mind there are two ways to incorporate social networks into your marketing or business plan.

1. Stand alone - the social network is maintained as a long-term tactic.

2. Integrated - into other initiatives e.g. advertising campaign, trade show, new product launch campaign. For the most part, integrating social media into an imitative has a beginning, middle and end.

An example is the Pinterest Kotex Campaign where the boards were deleted after the campaign was over. (Diva Marketing Post: Kotex + Pinterest + Innovative Campaign) Or for a trade show the social media/networking elements may live forever on a special micro site.  Luggage free dig

Good luck on your next social media adventure! 

 Grapic credit: taoty / FreeDigitalPhotos.net

Grapic credit: digitalart / FreeDigitalPhotos.net