The Back-story
Although people seemed to enjoy the all tweet interview series, Twitter streams move too quickly and even people following missed many of the tweets. It was a challenge comprehending how the chapters came together as a cohesive body of work that could be used to build a social media strategy.
The initial solution was to consolidate the interviews on this blog. That helped but was still not the optimal approach to delivering the extent of information that had been created. The next logical step was to create an eBook.
What developed was the first business book of interviews written on Twitter by the people who were working in the space. Twitter became both a content platform and a distribution channel.
Hope you enjoy it. Would love your feedback.
Welcome! to a Twitter-book experiment:
Social Media Marketing GPS.#smgps
Twitter has captured the imagination of people from social media marketers to main stream media to celebrities to brands and moms. There are novels that are being written on twitter like the one by @kirsteno, as well as, excerpts from published books like the one tweeted by @rnmorris.
I wondered ..
I thought it would be fun to write a Twitter-book about social media marketing. The tweet-book will be structured as a "real" business book with chapters and a forward by the mayor of Twitterville - @shelisrael himself. Each chapter will include a 1 question interview with industry leaders, and of course, all posts will be hash-tagged. #smgps. In addition to being searchable through #smgps @juliesquires suggested the tweets be captured on a blog.
Please join me in what I hope will be a learning adventure for all who are curious about new ways of communicating. I encourage you to add your insights and learnings to the stream. My ultimate goal is this will serve as a resource on social media written by and for marketers. Don't forget to tag #smgps.
This will be one of the few posts that will not be written in 140 characters "tweets". As @shelisrael would say .. see you in Twitterville!
Today I am tweeting insights into the future direction of SM in the After Forward of Social Media Marketing GPS #smgps for @TobyDiva
#smgps How do you get attention? Buy it w/ advertising. Beg for it from the media. One at a time w/ direct sales. Or EARN it with SM.
#smgps Stop being egotistical. Resist the urge to talk about your products and services. Create content to help your buyers solve problems.
#smgps Get out of your nice comfortable office and meet with your potential customers. Use what you learn to create valuable stuff online.
#smgps You've got to think of social media as spreading ideas, not generating leads. If your ideas spread, people will actively seek you out
#smgps To create interesting information online, hire a journalist: full-time, part-time, or freelance. They are skilled at telling a story.
#smgps Social media is like a cocktail party. Do you shout "BUY MY PRODUCT"? Ask everyone for business cards? Or just meet people and talk?
#smgps Bottom line on social media: You ARE what you publish. (And what others publish about you.) @tobydiva thanks for this opportunity
More From David Meerman Scott @dmscott David Meerman Scott
What we call the beginning is often the end. And to make an end is to
make a beginning. The end is where we start from. -T.S. Eliot #smgps
David Meerman Scott @dmscott offers his insights into the future direction of SM in the After Forward of Social Media Marketing GPS #smgps
Marketing pro, @TobyDiva is writing a book Social Media Marketing GPS usuing Twitter check out -> #smgps
I'm afounder of @SOBCon a deeply networked online community. SM is a huge part. Don't we need context to get to meaning? I say yes #smgps
We have the ability to build fast context and get on to content. But we have to understand the SM context we're in. #smgps
Do you think most folks understand the context of the tools they use? I think we keep overlaying offline constructs. #smgps
We forget that the interwebs AND the future are also listening when we type our talk. Maybe are relationships are MORE than real. #smgp
Does the nature of recording what we say make it more REAL? Are you more authentic when you write it down? #smgps
In the end doesn't it come down to who we are and how we define a REAL relationship? #smgps
@coffee_online asks Can we only co-exist via connection? On Twitter? I've often wondered that about the concrete world #smgps
@bryanlehner asks What about what we don't say in writing because we don't want it recorded. How authentic is that? 15 #smgps
If we won't say it in writing (allowing exceptions) how authentic is it? Maybe we should stop defining REAL & think -> DIFFERENT. #smgps
Structure and expression, form and function, heads and tails, two in dynamic tension. Why not online and offline relationships? #smgps
Do you have different relationships with the same person online and off? I get a different son online than offline. #smgps
fr: @mcmama "I think the wds are outdated & don't take into consideration what different interaction the Internet provides." #smgps
@rjsi I'm with you on that. Simple words often best describe what we do. #smgps Online or off, my relationships with you, your biz, or your product is really in MY head. I interpret any info I take in. #smgps
The beauty of SM is that we get enough inputs that we can detect patterns about people or groups that could change our views. #smgps
@dirkjohnson I'm with you. I won't / can't put in writing what I am unwilling to explain. #smgps
So Twitter can allow us to "build up" to a holistic view of a person, a brand, or a customer group. Powerful stuff. If we listen.. #smgps
To find out about customer loyalties, we ask customers what THEY see, hear, and understand. Then work w. patterns /trends. #smgps
SM makes it easier to reach customers with the same question. But the ? is in the context of the tool itself - We're back start. #smgps
hank you everyone! I'm going back to read again all of what you said ... to find the patterns and the new ideas. #smgps
RT @BWphoto: Maybe off line we R limited by perceived social more's bec face2face & online our subconc auth is free to come out #smgps
More From Liz Strauss @lizstrauss Successful Blog
Relationships have always been the cornerstone of biz; however, can virtual exchanges create value that lead to "real" relationships? #smgps
Virtual interaction, in this new digital age, is as real as any face to face relationship- especially for companies. 1 #smgps
Co’s can choose to employ SM tactics to reach & connect w/ customers, or they can allow their competition to do it instead. 2 #smgps
Smart co's will seize the chance to improve the quality of their relationships w/ there customers & SM makes it SO much easier. #smgps
Over the past 4+ yrs of my SM work, I have used SM to develop stronger relationships for the brand across the globe- it's easy. 3 #smgps
SM has allowed me to connect Masi Bicycles to an ever-growing audience on a personal level that would not otherwise be possible. #smgps
Any brand can do the same thing by simply reaching out and engaging and participating- plus it is amazingly fun and rewarding! #smgps
Masi’ brand recognition is discernibly stronger now thanks to pursuit of online relationships- your brand should too. 4 #smgps
In the absence of a big marketing budget, SM is the grand leveler of the playing field. "Personality goes a long way". #smgps
Development of relationships DOES require outreach, so brands need to be willing to invest a little time in talking to others. 5 #smgps
Truly effective SM relationships are developed thru 2-way dialog & not just "broadcast" of messaging. Go out & share in convo! #smgps
As in real life, honest communication builds stronger relationships- trust is very important. No trust = Bad. 6 #smgps
Co's benefit most from developing honest relationships thru SM. Simply regurgitating marketing speak is not the answer. #smgps
Customers connect to brands by extension through the people they interact with, increasing the need for passionate voices. 7 #smgps
Find your brand evangelists within your company to spread the word w/o it sounding like a company brochure. Sincerity is always best. #smgps
Customers are more loyal to brands they feel they have a relationship with and will forgive more from those brands. 9 #smgps
You get a lot more forgiveness from the community that you are a member of, rather than just an observer. #smgps
When in doubt- ask. Customers love participating w/ the brands they like. It develops pride of ownership. 10 #smgps
I have used polls as a great tool to help develop the brand and grow the relationships with the community. #smgps
Since co’s can’t be in all places @ once, virtual relationships serve as the perfect surrogate & extend brand reach.11 #smgps
So there you have it! Virtual relationships can strengthen and extend real relationships and make brands better along the way! #smgps
Thanks for playing along this evening. #smgps
More From Tim Jackson @timjackson Masyguy Blog
Can virtual/online relationships convert to "real" relationships? Absolutely. We can't define "real" by the origin of relationship 1 #smgps
The online world of today is simply one form of communication - relationships are forged by interaction, commonality, and time 3 #smgps
First people I followed on Twitter I already "knew" but there are literally hundreds that I've met face-to-face that 1st met here 4 #smgps
At the beginning of 2008, I knew not one woman I'm in the Walmart 11Moms with. As of last month, I've spent time with 23/24 of them 5 #smgps
Relationships are built on trust, not proximity. The penpal of the 19th century has been replaced by 21st century online friends 6 #smgps
Businesses that "went global" in the 20th cent have an opportunity to get back to Mom & Pop shop style relationships using Soc Med 7 #smgps
The ability to define relationships online to suit our own availability, interests and time-spent makes it appealing to many of us 8 #smgps
Moms don't 'hang out' with only the neighbors, or those in the beauty shop - they go online & find or build communities 9 #smgps
Business people are not solely reliant upon 'clubs' or the local chamber of commerce to network with each other or their customers 10 #smgps
To forge online relationships, we use the same patterns that have existed for centuries - but technology allows us greater reach 11 #smgps
When Walmart started the 11moms program, the idea was to build a community & to tap into the existing ones, not just market 12 #smgps
None of the women would've joined the program if she felt that the relationships she already had would be abused or exploited 13 #smgps
Along the way, we've all developed strong bonds w/ each other as well. Relationships that will outlast involvement in the program 14 #smgps
They say "on the internet no one knows you're a dog" I say "on the internet, dogs will be outed due to their lack of transparency" 16 #smgps
Today's instant information makes lying, cheating & bad dealings easily Googleable - your actions are your longterm reputation 17 #smgps
Now, more than ever, trust and reliability are keystones of a solid relationship. Online relationship bldg is the same as offline 18 #smgps
For biz - a coupon, sale, or event is a one time buy. A relationship is multiple sales over time. No brainer - need relationships 19 #smgps
Where you build a relationship is less important than actually building one. Build is a verb it means time & effort are involved 20 #smgps
Relationships are like gardens - you can't just sow seeds and reap. You must nurture the right seeds or eat only weeds. 21 #smgps
Thanks for listening and for your insights everyone!! I was working on this: http://tinyurl.com/cvfm3e #smgps - and learned from y'all too!
More From Lucretia Pruitt @geekmommy Geek Mommy
Please bear with me: my next 5 tweets are for Ch. 12 of @TobyDiva ‘s new twitter book (written on not about twitter). Follow along: #smgps
Chapter 12 (Relationships 1st, 2nd & Last) - I’ll share about the four relationships that I focus on in regards to Mom in the City. 1 #smgps
Sharing relevant info (& a little of my life) with moms of young kids is my passion right now. I don’t want to waste "mom" time. 2 #smgps
With marketers trying to reach "my moms", the core relationship builder (online and off) is integrity. I won't work with liars. 3 #smgps
Much of my interaction with experts is done online, but I feel a connection to them because of our shared concern for moms & kids. 4 #smgps
Several bloggers that I have met online have become some of my favorite people. They are as smart, warm and talented offline as on! 5 #smgps
More From Kimberly Coleman @mominthecity Mom In The City
SOCIAL MEDIA MARKETING GPS -CHAPTER 12 RELATIONSHIPS 1ST, 2ND & LAST Man is a knot into which relationships are tied. Saint-Exupéry 1 #smgps
SM - talk, listen, laugh w/ our customers which builds relationships beyond product or brand; irony it is THE brand experience. 2 #smgps
Thru SM old fashion “corner grocery store relationships” are recreated. Shop keepers & customers knew & cared about ea other. 3 #smgps
Shop keepers were integrated into the community.They knew your stories and you knew theirs.You shared happiness and sorrows. 4 #smgps
The secret power of SM is not in the search rankings or new channel messaging but the ability to build cross cultural relationships.5 #smgps
Viewing SM 1st as a new broadcast messaging opportunity is not only a disservice to your company but may erode brand equity. 6 #smgps
Organizations that only allow “biz talk” & not the personal give and take w/in SM may actually do their brand more harm than good. 7 #smgps
Without “walls” to provide cues about each other conversations frm “What’s for dinner tweets” to info posts build your SM personae 8 #smgps
As w/ offline, SM relationships build over time & are nurtured w/ values that create trust & generosity; & give more than take. 9 #smgps
SM is “relationship service” where people get to know you beyond the product or problem. We are people doing biz with people. 10 #smgps
SM relationships don’t stay in the virtual world. SM collapses the off line “build time.” "Love online offline." -@richardatdell . 11 #smgps
“It’s not personal Sonny.It’s strictly business.” Son of the Godfather was dead wrong. Business is personal. SM makes it happen. 12 #smgps
Question: Can virtual exchanges create value that leads to "real" relationships? 13 #smgps
Interviews: Liz Strauss @lizstrauss Tim Jackson @masiguy Lucretia M Pruitt @geekmommy @ mominthecity Kimberly Coleman 14 #smgps
My friend @TobyDiva asked me to take part in a social media (SM) Tweetbook she's compiling. I get to contribute to Chapter 11. #smgps
Question: How has your organization used social media to solve business challenges? 2 #smgps
I'm Dell's Chief Blogger, and have had the pleasure of being involved in Dell's SM efforts since the day we started in April 2006. 3 #smgps
Michael Dell was the one who prompted us to start monitoring the blogosphere to connect with those customers and fix the issues. 5 #smgps
From that listening, we learned volumes. That work in April 2006 was the foundation of @Direct2Dell and our later SM efforts. 6 #smgps
We made some mistakes then, but we got the listening right. Advice I give to companies to this day: Listen first. Be ready to act. 7 #smgps
We try to remember those fundamentals in all our SM efforts. Here's a summary of our SM efforts 2 years in: http://bit.ly/10EVk4. 8 #smgps
Today, proliferation of SM tools and sites mean more conversations in more places. I see this as a good thing—not a threat to blogs 9 #smgps
It creates challenges on the monitoring front. But I'm excited to see Google Profiles extending beyond Google: http://bit.ly/77i5M.10 #smgps
What's next for Dell? Blending Dell Community content with Dell.com; From there, Dell Community content in other sites. 11 #smgps
Core strategy = Go where the conversations are. We've had ups and downs in our social media efforts and will continue to do so. 12 #smgps
I wouldn't trade a second of it. Why? Because no work I've ever been involved in directly impacts customers the way that SM does. 13 #smgps
That's what keeps us going. In my view, we've only scratched the surface. Social Media brings endless opportunity to connect. 14 #smgps
Thanks to @TobyDiva for giving me the opportunity to participate. Keep up with the Tweet-book progress here: http://bit.ly/ikFHj 15 #smgps
More From Lionel Menchaca @lionelaatdell Direct2Dell
The next few tweets are for @tobydiva's biz book written using tweets. 1 #smgps
Question: how does the Woodruff Arts Center and its brands use social media to solve mktg/biz challenges? 2 #smgps
I'll focus on Alliance Theatre's use of facebook apps to maximize the return on other initiatives while minimizing manual updates. 3 #smgps
Alliance's key app: http://apps.facebook.com/alliancetheatre - consolidated version of Alliance's site focusing on current season. 4 #smgps
Apps can use facebook's API to publish things to feeds - the Alliance creates a feed story whenever you watch a trailer for a show. 5 #smgps
By not asking the user to do anything extra in order to share, the "viralness" is maximized. Auto word-of-mouth marketing = good. 5 #smgps
By not asking users to do anything extra in order to share, "viralness" is maximized. Auto word-of-mouth marketing = good + cheap. 6
A feed story can be attached to pretty much any action in a facebook app, even just clicking a link. 7 #smgps
The other goals of the Alliance's app are to drive blog particiation and build awareness of upcoming performances. 8 #smgps
But manpower can't be devoted to updating content across the web -nonprofits don't typically have dedicated social media staff. 9 #smgps
By creating RSS feeds of important content, we can syndicate what we've already got to the facebook app. Automatic updates. 10 #smgps
Better still, fbook API+RSS allows us to update the profile boxes that some users add to their pages. Boxes can include anything. 11 #smgps
The Alliance app has auto-updating sections for upcoming shows and recent blog posts. Can expand to include any future content. 12 #smgps
Since fbook now allows API usage within standalone websites, it can be easier to leverage the w-o-m mktg nonprofits thrive on. 13 #smgps
Word-of-mouth and easy are crucial feature for any nonprofit's marketing. Facebook's tools are very useful for reaching people. 14 #smgps
By taking advantage of web 2.0's automation, the Alliance can participate in social media as fully as larger organizations. 15 #smgps
More From John Maley @johnmaley Woodruff Arts Center (WAC) Foods We've Eaten
Also follow @wac @alliancetheater @atlantasymphony
My friend @TobyDiva is writing a social media (SM) book using Twitter #smgps to track.Next 10 posts-Social media ideas for small businesses
Strategy: Defensive-If small businesses don’t engage in SM, the 1st consumer comment will be “these guys don’t know what time it is.” #smgps
Strategy: Defensive-Observe your competition’s social media efforts. You can bet they’re watching you! #smgps
Strategy: Brand Awareness-How many impressions do consumers need to build trust & engage? SM-A cost efficient way to get attention #smgps
Strategy: Brand Personality-Use SM as brand extender to embellish brand personality in casual ways that don’t fit commerce web sites #smgps
Strategy: Team Personalities-Use social media to weave team member personalities into brand personality thus expanding brand #smgps
Strategy: New Product Launch-Use SM to provide sneak peak of new products in development without spilling beans to competitors #smgps
Tactical: Web Site Traffic-Use brand impression points and SM network to create excitement & generate web site traffic #smgps
Tactical: Web Site Traffic & SEO-Use SM posts, key SEO phrases with anchor text links to web site to increase search rankings #smgps
Tactical: Web Site Traffic & Advertising-Use SM to support, supplement & extend PPC, banner ad & affiliate campaigns #smgps
Tactical: Conversions & Sales-Social media networks more likely to be advocates & customers with highest conversion percent #smgps
More From Donna Lynes Miller @gourmetstation GourmetStation
Delicious Destinations
Twitter/social media is a quick and easy way to gather Customer feedback in their voice.It's helping us improve service
More From Frank Eiason @comcastcares Comcast
SOCIAL MEDIA MARKETING GPS - CHAPTER 11 SOLVING BUSINESS CHALLENGES “Vision is the art of seeing the invisible." Jonathan Swift 1 #smgps
Over the last 2-weeks together we’ve reviewed many aspects of SM from ethics & listening to branding, strategy, tactics & metrics. 2 #smgps
Almost every chapter discussed that to succeed a social media strategy must be developed and integrated into your marketing plan. 3 #smgps
As with every other “credible” marketing initiative an inside out approach of tactics 1st wins you short-term gains .. if any. 4 #smgps
Chapter 11 explores how organizations are putting pieces together including B2B, B2C, small business and nonprofit organizations.5 #smgps
Brendan Hurley, VP Goodwill of Grter Washington, shared a light bulb moment behind innovative SM strategy. http://twurl.nl/lp56hw 6 #smgps
“I was trying too hard to develop a social networking strategy instead of incorporating SM into my marketing strategy.” B. Hurley 7 #smgps
Goal was to grow secondary market segment w/ young, professional women; educate about Goodwill’s mission to develop brand loyalty. 8 #smgps
Multiple tactics were developed reinforcing strategy: blog http://twurl.nl/gwn7d2 (expand ) ,videos posted to YT, spacebook page, eBay store. 9 #smgps
Additional tactics now include a Spanish blog http://twurl.nl/dt3oz7 (expand ) & Twitter @dcgf. Ck the runway show! http://twurl.nl/u57zmx 10 #smgps
From funky vintage dresses 2 conservative “suits” Ernst & Young established a Facebook page for recruiting. http://twurl.nl/3rrtf2 11 #smgps
“We wanted to be able to reach candidates through a medium they're very comfortable with," Dan Black, Ernst &Young 12 #smgps
Question: How has your organization used social media to solve business challenges? 13 #smgps
Interviews:Ch11 Lionel Menchaca @LionelatDell Frank Eiason @comcastcares Donna Lynes Miller @gourmetstation John Maley @WoodruffArtsC #smgps
RT @katenieder, from @tobydiva: "To determine success marketing strategies must be “accountable.” How do you measure success in SMM?" #smgps
Marketers first need to own up to their weaknesses in left-brain thinking, which is usually outcast to the department's fringe. 10 #smgps\
And secondly, own up to the fractured relationships with departments that support measurement: IT and finance. 11 #smgps
Success requires a coordinated approach, starting with a holistic strategy and supported by each department's strengths. 12 #smgps
The entire business needs to embrace measurement and results - not trusting blindly in the merits of social media on faith alone. 13 #smgps
In a social business, measurement is THE backbone of success. 14 #smgps [fin]
More From Peter Kim @peterkim Being Peter Kim
To clarify, I’m about to answer some questions with @peterkim for @TobyDiva’s Twitter chapter on measuring success in SMM #smgps
Here's the question: @TobyDiva "To determine success marketing strategies must be “accountable.” How do you measure success in SMM?" #smgps
I would start by putting the emphasis on measure rather than success 1 #smgps
With good analysis, the course can change on the path to what you preconceived as “success” 2
Measuring, taking different perspectives on data you create with conversations and connections in SM, yields unexpected value 3 #smgps
People confuse value and return. Metrics that tap into the depth of social interactions are not ROI per se 4 #smgps
well-worn paths in social science let us move beyond the “black box,” from a campaign to a community to social business. 7 #smgps
We can measure the connections, conversation, and meta-communication 8 #smgps
We just need to shift our thinking to be open to more social constructs and value beyond the intended bottom line 9 #smgps
More From Kate Niederhoffer @katenieder Social Abacus
SOCIAL MEDIA MARKETING GPS CHAPTER 10 METRICS THAT MAKE SENSE First get your facts; then you can distort them at your leisure Twain 1 #smgps
Chapter 10, of the all-tweet SM book, explores what is frequently the challenge in accepting SMM as credible .. how/what to measure.2 #smgps
Give SM its due respect. Hold it to standards of accountability as you would any marketing strategy PR, research, advertising, etc.3 #smgps
Begin SM strategy development with specific goals and objectives. These indicators of success should support your biz objectives. 4 #smgps
SM provides traditional online/website analytics e.g., unique visitors, geo location, time spent, key word referral, SEO ranking. 5 #smgps
SM’s new metrics based on influence & engagement: reach, respect of content creator, extent of conversations. You define meaning. 6 #smgps
What are “influencers?” Are they 5000 Followers who will never buy your product or 50 RSS subscribers who care about your brand? 7 #smgps
Social media metrics are new value propositions; altho they can be measured they hold only the value that you associate with them. 8 #smgps
You define value of SM metrics. What is Value of Longevity? What is the YT value to Susan Boyle’s career? http://twurl.nl/ez8ubo 9 #smgps
What is value of the Community the “Influencer” brings through links & extended commentary? Ask Motrin. http://twurl.nl/mejbdn 10 #smgps
Example: Goal to reinforce CEO’s leadership position in the industry and with customers. Tactic: Twitter Town Hall Meeting 11 #smgps
Example: Metrics: retweets/‘influence- followers’, questions, answers, continuation of convo, pick up by blogs/MSM, goodwiill 12 #smgps
While the goals and metrics in the example are “coulda bes” Ford’s CEO held a Twitter Town Hall Meeting - http://twurl.nl/xpufso13 #smgps
Question: To determine success marketing strategies must be “accountable.” How do you measure success in SMM? 14 #smgps
Interviews with: Peter Kim @peterkim & Kate Niederhoffer @katenieder will be tweeted today. 15 #smgps
We're trying to include non-traditional bloggers (i.e. more than automotive media) - tech, green, parents, lifestyle bloggers 1 #smgps
Established entitites are preferred - they need to have a known, respected presence with significant reach/engagement with readers 2 #smgps
We get a lot of requests for "loaner" cars from people who treat us like a car rental company - that just doesn't work 3 #smgps
Bloggers that are trusted by their communities are best - free of controversy, transparent w/readers, engage well on many platforms 4 #smgps
We require them to be completely honest about how they got the vehicle or got invited to our events 5 #smgps
Whenever possible, we like to give bloggers an experience that they can't get elsewhere - access to high-level people & cool places 6 #smgps
We don't require them to post anything, but if they do, we suggest hashtags, to make aggregating content easier. 7 #smgps
Ultimately, we expect bloggers to be 100% completely honest with their readers, otherwise it won't sit well. 8 #smgps
We're ready to heard the negative as well as the positive. It's only by listening that we continue to learn. 9 #smgps
On the other side, our executives love meeting with bloggers, as it's a different world for them that they're fascinated by. 10 #smgps
It's different from the crush of journalists execs are used to. 1:1 conversation, engagement and genuine curiosity on both sides. 11 #smgps
Alan Mulally gave the keynote at CES this year, went to a blogger dinner and *loved* it - he continues to remark on it. 12 #smgps
As a prime example of how our CEO enjoys sharing & learning from bloggers and the public, see http://bit.ly/wgI0Z (expand ) 13 #smgps
The #fiestamovement is the perfect example of co-creation. Digital influencers giving feedback on how to improve the car for U.S.14 #smgps
Ideally, the blogger relations function doesn't begin & end with marketing and communications efforts.15 #smgps
The input, feedback & relationships built could extend to customer service, product development, IT, HR and more.16 #smgps
ScottMonty: If we do it right, we'll be able to effectively connect with consumers and let them connect with each other.17. #smgps
More From Scott Monty @scottmonty The Social Media Marketing Blog Ford Motor Company
Sponsored Conversations
I expect feedback to improve my ability to have a sponsored conversation that meets the expectations of the participants & client 1 #smgps
In order to have an effective sponsored conversation, you need content. I expect the client to provide that. 2 #smgps
Disney Team at Razorfish asked me to participate in a Twitter Sponsored Conversation last month. They told me it was a success 3 #smgps
The story about the Disney / @savvyauntie sponsored conversation is told well here by @eholmeswsj here http://budurl.com/wsjdis 4 #smgps
@robblatt said in his WSJ comments my ...involvement with Disney was only way I was aware that Pinocchio was available for purchase 5 #smgps
The Chicago Tribune also reviewed my Sponsored Tweets by Disney favorably among other sponsored convos http://budurl.com/ctribdis 6 #smgps
Over 600 of you clicked that blog link, plus many more created your own links I cannot track. I loved the comments! 9 #smgps
Disney allowed me to have an authentic conversation with my Followers-never told me what to Tweet. That's important! 10 #smgps
Before I did launched the Sponsored Conversation with Disney, I went to my advisers and asked for advice and they came thru! 11 #smgps
@edhorwich My advisers agreed with transparency/authenticity but also good benchmarking to see trackable results. 12 #smgps
Since some of you asked, Disney approached me for Sponsored Conversation and let me show them how it's done :) kudos to them 13 #smgps
Disney = Family Brand. Savvy Auntie = Family Brand. Sponsored Conversation = Authentic. 16 #smgps
I took launching pilot Twitter Sponsored Conversation campaign 4 Disney seriously. Knew if success could be win/win for long time 18 #smgps
Sponsored Conversations can be vry powerful if done authentically. Companies should leave to the "trusted sources" to lead the way 19 #smgps
Bloggers, Tweeters and all social media publishers can show even Fortune 500 companies how it's done. Lead the way! 20 #smgps
More From Melanie Notkin @savvyauntie SavvyAuntie
SOCIAL MEDIA MARKETING GPS - CHAPTER 8 SPONSORED CONVERSATIONS - "Customers buy for their reasons, not yours." Orvel Ray Wilson #1 smgps
If Blogger Relations (Chptr 8) is aligned w/ “promotion” Sponsored Conversations falls into the category of paid advertising. 2 #smgps
Lines between earned media & paid advertising continue to blur. Monetizing SM content is not new but continues to be controversial. 3 #smgps
Blog ads & sponsored advertisers a la NASCAAR are common. Example 1-advertsier blog Scratchings& Sniffings http://twurl.nl/z8xkno 4 #smgps
In a message driven world SM carved a positioning of op-ed purity. Taking influencer programs into paid posts shatters that image. 5 #smgps
Be it good-bad-or indifferent by accepting $ SM content creators can no longer be perceived as altruistic. SM is a business. 6 #smgps
In their report Forrester Research concludes the payment model will become more pervasive. @jbernoff http://twurl.nl/4pa5qf 7 #smgps
Issues & concerns center on what made bloggers attractive to advertisers. Does $ for content erode Influence built on Trust? 8 #smgps
Transparency, honesty, authenticity and brand alignment w/ content direction are critical if adopting a payment for post model. 9 #smgps
Chris Brogan’s post about his Kmart venture is an example of disclosure with his community. @chrisbrogan http://twurl.nl/f6qb0u 10 #smgps
New models are emerging that expand one paid post into on-going campaigns across multiple SM platforms e.g. blogs, Twitter, etc. 11 #smgps.
Campaign Sponsored Conversations between SM content publishers and advertisers go from ad placement to a partnership relationship. 12 #smgps
The “campaign sponsored conversation” model appears to be based on payment or product/services; some times both are included. 13 #smgps
Resources: @jowyang List of Sponsored Conversations http://twurl.nl/am7m3 WOMMA Disclosure Tool Kit http://twurl.nl/08dg4h 14 #smgps
Question: What do you expect frm a company entering into a sponsored conversation contract? Interview Melanie Notkin @savvyauntie 15 #smgps
Question: What do you look for in inviting bloggers to participate in Ford SM initiatives? Interview Scott Monty @scottmonty 16 #smgps