The U.S.A. won against Belgium in the World Cup game.
Well .. not really .. but sort of.
The Waffle House, an American, iconic, southern, restaurant company, walked away with the social media trophy.
Paying not one of the 75k dollar sponsorship fees, the Waffle House's followers organically helped score them the win via a social media waffle battle: sweet versus Belgium waffles.
Many saw the battle unfold on Twitter but I wondered ... what was the back-story? How did it begin and what course of action did the Waffle House plan? Meghan Irwin, Waffle House, agreed to tell us what it was like during the heat of the Belgium Waffle Battle. Some of her answers might surprise you.
About Meghan Irwin - Our story teller, Meghan, has been working for the Waffle House, Inc. for almost three years.
She is part of the Communications Department where her role focuses on social media management and event execution.
About Waffle House®Restaurants - Headquartered in Norcross, GA, Waffle House restaurants has been serving Good Food Fast® since 1955. Today the Waffle House system operates more than 1,700 restaurants in 25 states and is the world’s leading server of waffles, T-bone steaks, hashbrowns, cheese ‘n eggs, country ham, pork chops and grits.
Toby/Diva Marketing: I read that the now famous Belgium Waffle House Tweet wasn’t planned. In fact, there was no committee or even social media team brainstorming on how to get into the World Cup social conversation. Would you fill us in on the who-what-why of the back-story?
Meghan Irwin/Waffle House: Goodbull Hunting actually initiated the idea by tweeting at us upon hearing Team USA was moving onto the next round in the World Cup. When asked for our opinion of Belgian waffles, we replied with “We dominate them.”
TMZ Sports got word of this tweet then contacted us to ask more about it. On Monday June 30th, TMZ published the story and we kind of ran with it. So yes, this wasn’t planned.
Toby/Diva Marketing: Not only was Waffle House the darling of the social media world but main stream media picked up and moved your story along. Who was the first media outlet that contacted you?
Meghan Irwin/Waffle House: Van Lathan from TMZ Sports reached out to us on Friday June 27th. Boycotting all things Belgian was a hot topic, so they asked if we would support that. Of course we would! We’re America’s place to eat!
Toby/Diva Marketing: What was it like at work when you began receiving calls and requests for interviews?
Meghan Irwin/Waffle House: Surprisingly, we weren’t in the office for the majority of the day. The team was at a press conference for our valued partner Smithfield. We took most of the calls in our Waffle van to avoid any background noise. It was actually pretty amusing. We’d see emails for requests and we’d take turns by hopping in the van.
Toby/Diva Marketing: Did the excitement and buzz trickle to the field restaurants and if so what was their reactions?
Meghan Irwin/Waffle House: Yes, we received positive feedback from Area Vice Presidents. We also educated the public and our customers that our waffles are not Belgian waffles. They’re sweet cream.
Toby/Diva Marketing: With all of the conversation and RTs that were happening, did the Waffle House tap additional people to monitor the conversation?
Megan Irwin/Waffle House: We work as team in the effort to engage in conversation with our fans.
Toby/Diva Marketing: We saw you were engaging with your community in RTs and responses. For many companies listening is a struggle in terms of the right tool and the time commitment. Would you share how the Waffle House approaches tracking, listening and reporting?
Meghan Irwin/Waffle House: We are one of those companies. We struggle just like everyone else in terms of time commitment and listening. We’re in the process of doing a trial with a couple companies now to see what fits best with our company.
Toby/Diva Marketing: There didn’t seem to be a unique hashtag from @WaffleHouse. Was this intentional?
Meghan Irwin/Waffle House: There wasn’t a need for a unique hashtag. This was an organic conversation with a fan. By adding a unique hashtag in this mix, we feel you lose the genuine feeling of the conversation.
Toby/Diva Marketing: Interesting idea Meghan. Perhaps we can encourage brands to be less "hashtag happy."
In addition to Twitter and Facebook were other social media tactics were included and if so which networks and which worked best to move the engagement?
Meghan Irwin/Waffle House: We focused on where the majority of our community is. We have a strong, vocal fan base on both Twitter and Facebook therefore our efforts to engage was focused on those two channels.
Toby/Diva Marketing: What was the most surprising aspect of the experience?
Meghan Irwin/Waffle House: The fact that our community responded with this playful boycott and ran with it. Also, we saw media outlets that don’t normally cover Waffle House, ending up covering this tweet.
Toby/Diva Marketing: To put your responses in context, what does social media mean to the Waffle House in terms of branding, awareness and customer loyalty?
Meghan Irwin/Waffle House:
To us, social media means continuing the conversation with our customers after they have an experience with our brand. It continues well after they leave the restaurant.
Toby/Diva Marketing: How large is your social team and who does it report up to?
Meghan Irwin/Waffle House: As it falls under Communications, we work as a team.
Toby/Diva Marketing: As we discussed, the response Waffle House received was fantastic. What do you have in mind to build it?
Meghan Irwin/Waffle House: We want to stay true to the brand’s personality and maintain the engagement with our fans. Like I mentioned before, it’s all about keeping the conversation going with our customers.
Toby/Diva Marketing: In retrospect, is there any thing that you would have done differently?
Meghan Irwin/Waffle House: Nothing at all. This tweet allowed us to grow our community and spread the word that Waffle House is on social.
Toby/Diva Marketing: What lessons did you learn that you can share with our community?
Meghan Irwin/Waffle House:
1. Be responsive.
2. Talk back to your fans if they engaged with you.
3. You never know what ideas you’ll come up with when engaging with fans. We were able to use the USA waffle photo by engaging with one of our fans.
Toby/Diva Marketing: It’s become a tradition to toss the virtual Diva Marketing mic to you and give you a chance to add anything else you’d like.
Meghan Irwin/Waffle House: Our community is the reason this happened. We enjoy engaging with our fans and customers and will continue to do so.
Getting to know your community is the best thing you can do on social media.
In the room, where I had the pleasure of talking about social media in newspapers, were people who had a passion for their papers and their industry.
As I quickly learned, running a weekly or small community newspaper is not unlike owning a small business. Except ... whatever you do is always front and center in the town you serve.
Like many small business owners, nonprofits and yes, larger brands, publishers struggle with how to critically and strategically enter the 21st century digital and social content world. Except ... they face an interesting dilemma when it comes to online content. As do radio and TV.
Actually, digital content strategy is a challenge facing any company whose ‘product’ is information. In the Interweb and social media, where free content is expected there is a haunting question.
How much do you ‘give away’ and what do you hold as a revenue stream?
Even before you can answer that question there are foundational aspects of social media that must be in place. I built the deck to, as they say in the foodie world, deconstruct the elements.
Each element in a digital/social media plan must beautifully stand alone before it can be (re)constructed or as marketers might say integrated.
We looked at social through the lens of the brand, journalists and advertisers. I led the group through an exercise that I called “What is different?” We reviewed four media websites: newspaper, TV, radio and online publisher. Our conclusion was the content was so similar we couldn’t identify the media type and it didn't matter which site we were on to just get information.
Lesson learned: Online content of media companies appears to be all-the-same.
Question: How can the strengths of the newspaper industry at-large and your specific newspaper be used to created “Now I care content or stories” that are so unique and audience-relevant your community wants to socially share?
We looked at how newspapers, as a brand, engages with their communities. We discoved - not so much. Traditional culture of the media is to identify and tell the stories they feel are most important.
Social media takes radio, TV and newspapers into a far different and often uncomfortable world. It shouldn't be a big surprise to find many, especially smaller newspapers, challenged in how to balance those worlds.
Lesson learned: Social Media is used as a content distribution channel not as a ‘community communication channel.’ Newspaper publishers were reluctant to step out and ‘talk’ with their readers .. people-to-people.
Question: How can the brand step out from the behind the logo and talk to their readers online -- as they do offline at events and networking meetings?
In 1884, the Boston Globe's Confidential Chat was building community among women, and a few dudes in the greater Boston area. So I say ... go even further back to your roots newspaper peeps and learn from yourself!
Sidebar: This a real clip that I found in my mom's recipe box. She saved it for many years so I assume it must have held meaning for her. How long does your content 'stay around?' Or is it the digital equivalent of newspaper used to wrapped fish and chips?
We looked at journalists and their special challenges in producing social content and community engagement. We saw engagement but on a closer review it was frequently among their peers not with their community.
Lessons learned: Passion about the topic is important to sustain long-term participation on the social web. Social media writing especially, short tweets, can be a challenge of long-form story training.
Questions: How can journalists sustain a social conversation over time while holding true to the values of their newspapers and their personal brands? How can opinion tweets and posts be included .. or can they?
And there was more so I'm happy to shaing the deck with you. There are several worksheets that might be helpful as you build out systems and process for your plan. Some will help to align with what social media means to your company and how it can support overarching goals.
Hat tip to Mr. Ray Marcano, CanisDigital, for recommeding me for this exciting gig; and Patty Slusher, Inland Press for her support.
Now that we've gone through some deconstructing the next question is -- How will you construct your social media world? Let me know if you have any questions or need any help.
He: I need more traffic to my blog, more followers to my Twitter account and more likes on my Facebook.
Me: So I told him the 7 Step Secret Sauce Recipe For Social Media Success. In all candour, it's nothing new but as a reminder I thought I'd pass along.
1. The End Game - Start with the end game in mind .. or as marketers might say -- your goals.
What do you want to achieve? What is success to you? Is it gaining a new audience or repositioning your brand with current customers? Is it building stronger relationships with your employees?
2. Know Your Audience - The more you understand the profile of your audience the better you'll be able to put into play steps #3, #4, #5. Building a personae of people you want to reach helps to go beyond traditional demographics to including digital/social behaviors.
3. Selfless Content - Posts that take the needs of your community into consideration and are aligned with the values of your brand/company.
Mantra to repeat before hitting the publish key:
It's not about me it's about you.
4. Focused Content Direction - Choose a topic that is big enough to give you some flexibity but narrow enough to carve out a niche that sets you apart in the cluttered social media space. Helps if you are passionate or have a high interest in the topic .. to help you sustain over time.
5. Consistency Over Time/Social Platforms - To be The "go to diva or divo" - post several times a day about trends, hard to find information, hot tips, industry news.
To position yourself as a "thought leader" consider weekly posts using platforms that offer longer formats than Twitter and can be deep linked e.g. blogs, YouTube/Vimeo (video), SlideShare. Content ideas: opinons on industry trends, current issues, interviews with leading experts.
If you're focused on innovation or a start-up it might mean you become active on the latest shiny toy. Yes, there are times when jumping into the the new is a valid strategy.
6. Community Generosity - Identify your peers, influencers and greatest fans. Join the conversatons where they hangout. Contribute to the discussion with your ideas, links, opinions. Rarely does that mean pitch your product.
If you're in a more conservative world or your end game is to sustain your current positioning, it might mean the tried and true blogs, Facebook, Linkedin, Twitter, Pinterest, Instagram, etc.
Keep in mind that you do not and never will "own" any social network e.g., Facebook, Twitter, Pinterest, LinkedIn, FourSquare, g+, etc. You are a renter abiding by the rules (terms of service) that can and are changed at the discretion of the network.
The only social media properties you have control over are the blogs, communities, sites you build and host yourself.
6. Resources - Much as we might like to think that the digital world is a free for all .. if you're using social media as a business strategy keep in mind there is a cost. The price you pay is in time, human capital and yes, hard earned dollars too.
Determining how your resources will be allocated will save you a few sleepless nights.
7. Determine Results - Is it working? How will you know (refer to #1)if your end game is met? Think about the metrics that will provide you the greatest insight. Hint: Likes are probably not the best indicator.
There are at least 27 billion tools (well .. that might be a slight exaggeartion but perhaps not!) to help you track, measure and analyze. Some are free while others can run you some major bucks.
Me: Right, this stuff is really not as difficult as say finding the perfect jeans. (Girlfriend, now he began to look puzzled .. but you know what I mean.) But there is one more step that I forgot to mention.
The spice that kicks it up a notch ...pulls it together .. it's the person who builds and implements and ensures that outcomes are met within two cultures -- that of your brand and social web.
The skill set and experience that should be brought to the party grows more sophisticated and complex as social media becomes integrated into a business' DNA.
Social Media Manager Skill Set
Business experience, marketing experince, strategy understand and in the weeds tactics, great verbal and written communication, knows how to write for the web, problem solving, analytic skills, expeience in web analytics, understands the concept of digital conversation, continuous learner, generously shares, team player with people of diverse backgrounds, comfortable moving between online and offline environments, creative approach to the mundane and the unexpected, ability to work in a constantly moving world, likes helping people, customer first orientation, understands the concept of selfless content, content curation and creation, importance of multiple devices, understands digital behavior and building community.
Add to that the working knowlede of mulitple social networks, blogs, the concept of authenticity, transparancy, honesty.
Include an understanding of your brand value and promise and how content and conversations must align but not message or sell within the social web.
Oh yes .. throw in a little passion for social media and the brand and having fun.
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.
If you don't have a dream how you gonna have a dream come true? - South Pacific
Social media is built by people who dream and create. Two qualities of what I think of defines the entrepreneurial spirit.
Even if you're not developing a new social widget or strategy, but are exploring and using social media, I believe you have some of that spirit. You're thinking in new ways, trying a different approach. Toss of a pink boa to you! By the way, in an innovative imitative Babson College is asking people to define "entepreneurialship."
Entepreneurs inspire. We look at their accomplishments and perhaps we're encouraged to take our dream one step further. We look at the lessons learned that they pass along and take a few to heart. Perhaps we'll stumble over one less rock in the road. I'd like to introduce you to a couple of people who took a chance and are making their dreams come true .. some beyond their own expectations.
Think that fashion and bargains are just for divas. Think again. Jason Ross, founder of JackThreads tapped into guys who want to be cool on a budget. He built an eCommerce sample site ..with a twist. It was members only. Every aspect, from the products to the photography reinforces the brand value and promise.
"We're kind of like the Robin Hood of men's clothing, minus the grand larceny and the pointy hat." - Jason Ross. MSN Business On Main has a great interview with Jack. Worth a click and a watch. @jackthreadsJackThreadsFacebook
This week in Atlanta, the Digital Divas, a SIG of the AiMA (Atlanta Interactive Marketing Association), brought together a panel of women entrepreneurs. Lynne Laube, President and Co-Founder, Cardlytics; Caroline Van Sickle, Founder/CEO, Pretty in My Pocket and Kris Zagoria, founder, Moxie Interactive shared their stories and lessons learned of taking start-up companies to multi million dollar enterprises.
I find it interesting what people take away from a speech. In tweets, here are some what the audience found inspirational.
Let's Have FUN .. You Can Win $100!
MSN Business On Main/Diva Marketing Small Business Tip Contest
Your challenge is to share 1 idea on what inspires you when it comes to tapping into your entrepreneurial spirit.
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. If youdon't post on MSN BOM and indicate Diva Marketing you cannot qualify for the $100 prize.
2. Identify your post on Business On Main with the words Diva Marketing
3. Winner is at the pleasure of Diva Marketing.
4. Contest ends midnight Saturday April 14, 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?)
That's it .. now it's your turn! Wouldn't $100 a great way to say thank you to You?
Looking forward to your ideas!
Thanks Rob for the edit!
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.
In real life, strategy is actually very straightforward. You pick a general direction and implement like hell. – Jack Welch
As BBF B.L. Ochman recently reminded me, social media has been around, and included in varying degrees (!), as a business initiative for the past ten years. Although most marketers agree social media is not a fad there is still a debate on what is social media. Is social media a strategy or is social media a tactic?
Just One Crowd Sourced Question
I was curious to understand what and why marketers thought on this issue and thought it would be a great question for Diva Marketing's sometimes series: Just One Crowd Sourced Question.
I reached out to people within social networks and invited them to reach out to their networks and answer .. just one question. It's a quick turn around .. a few days to respond. The goal, of course, is to bring you diverse opinions so we can learn together.
"Strategy and tactics are about means and ends: they bridge the gap between our vision of the future and our day to day decisions. Both strategy and tactics are about deciding the means by which a goal is reached. Ultimately the goal of strategy as a concept is to find a rigorous and systematic way of making these decisions."
Or put another way .. strategy is identifying which song to sing and tactics are identifying how to sing it.Then sing it out loud and strong!
Out of the 17 responses received, most people felt that social media was both a strategy and a tactic.
It was interesting that several marketers considered social media to be neither. They came up with their own creative descriptives ranging from "a corporate culture and state of mind to a platform and communications tools."
Is Social Media A Strategy or Is Social Media A Tactic?
Social Media Is A Strategy
1. Social media is a strategy for communicating and engaging in/expanding dialogue with your brand's consumers/advocates/constituents. Sure, it's one tactic for broadcast marketing messages, but successful use of social media includes using it as a customer service, just as much as a marketing, tool.
Developing a strategy prior to implementing social media ensures that your company has the resources/manpower to keep it running; that you have the tools in place to measure its value; that you'll know what to do with it with a crisis strikes; and that you get the bang for your buck integrating cross-departmental use (customer service department, communications department, user experience, operations, etc.). - Laura Bellinger@madamebelle
2. Utilizing social media is a strategy. Tactics are how you accomplish the goal. Interestingly the idiom for strategy is "tools of the trade". - JoAnn Hines Packaging Diva
3. Because it helps to get your name/product out in the world by a host of different means. - AmyJo
Social Media Is A Tactic
1. While you can have a strategy for your social media program, it is a tactic within your overall marketing tool kit. It should be one element of a complete business/marketing strategy that aligns with business goals and objectives. - Katharine McMahon @marketingbykat
2. I think it is more of a Tactic than a strategy. A strategy is what you need to do to implement your goal(s). The tactics are the How's. Moreover, I believe that Social Media is more of a connector - it's the glue that links the offline and the online efforts of your marketing campaigns, it connects you to your fans, would-be fans, competitors and general public. That is built-in market research right there. - Sue Duris President M4 Communications, Inc.
3. Like other forms of 'marketing' or engaging with your customer, social media exists to bring you face-to-face, either in real time or virtually. The strategy of your business needs to be finding the best ways to serve your customers - the tactic is in using social media, among other tools, to achieve that goal. - Yvonne DiVita, Lip-sticking
Social Media Is Both A Strategy And A Tactic
1. SM is a great tool (tactic) to achieve and meet goals, but it truly needs a strategy to be successful. Without the strategy, how do you know if the tool is working? - Rachel Simon @raksimon
2. Offense is strategic, Defense is tactical. I see the world of social as offense versus defense. Tactically, I see the defensive positioning of responding to comments about your brand. Strategically, I see the opportunity to remain in an offensive position - pushing social campaigns and predicting results so you can stage the next campaign (think business process flows for social campaigns). - David Favero @mdavidfavero
3. Social media needs to be addressed as part of every marketing strategy. With a coherent, cohesive strategy in hand, a tactical plan to execute social media is the next step. Hard to have any effective execution without connecting the dots to a strategy that advances the business case. - Nancy Chorpenning CSuiteAdvisors@CSuiteAdvisors
4. For most brands it is mainly a tactic that needs to be integrated into a larger marketing plans BUT, several smaller businesses are utilizing it as a full-blown strategy because of the cost barrier being perceived as being low.- Anon
5. Social is breaking down the walls in the market allowing buyers to engage in a collaborative buying process in peer to peer networks for decision support. Buyers are building a strategic business case to justify their recommended approach to solving business problems while building consensus to the decision with their teams.
If we are buyer-centric in our commitment to helping our buyers make better decisions then we need to find where strategic and tactical intersect. Tactical engagement in support of strategic relationships for business impact. – Judy Mod @JudyMod@SocialCouncil
6. Mmm.that's challenging because a Strategy (in marketing parlance) really should be an idea of how to execute a goal...like "nuke the enemy to achieve world dominance." And the tactic would be the tools you use to do this. So technically Social Media is a tactic, but surely there is some way to define social media as a strategy? Am I waffling here? – Anon
7. Social media may be a strategic marketing approach. The actual way you use SM is tactical.A marketing strategy might be to use SM to launch a new product. Actually posting your campaign on Twitter, Facebook, YouTube, etc. is a tactical exercise. - Maggie Buerger @getfamousfast
Neither A Strategy Nor A Tactic
1. Corporate culture, state of mind. For social media to be effective for a brand, it requires both the brand and its constituents to be willing to connect and engage. A brand that uses the tools just to promote misses the point of social.
On the flipside, brands that are willing to tell its story, listen to feedback, make the necessary changes AND defend certain key aspects of their 'personality' will eventually build trust and collaboration with their constituents which is the ultimate goal for any brand. - Jacqui Chew
2. Social media is a platform to communicate from one to many. Social media can be qualified as a medium for strategy or a tactic supporting a strategy if there is an objective for the platform. Without the two it is simply a Techology for publishing or consuming information. Peter Fasano @pfasano
3. Social media is a set of communication tools. Social media - media in which conversations can take place - is a set of tools in the communications toolbox. – Anon
4. It's a supporting arm of your marketing and communications goals. Not a strategy alone, but a strategic element that is comprised of many tactics. - Anon
Toss of a pink boa to everyone who shared their thoughtful insights!
My thanks to Candace McCaffery for her post that inspired this Just One Question post.
Here's my comment on her post (add me to the Both list):
I believe that social media demands a strategy of its own .. not unlike pr or marketing or customer care or (fill in the blank).
Assuming that social media touches all aspects of an organization, it's critical develoip an over arching direction that integrates with all BU/departments/employees who are impacted by its intrusion (I use intrusion not as a negative). Without that high level focus how can the brand promise or values be consistently represented internally and externally? How can we use social media to support business goals and objectives? How can we incorporate it into campaigns and use it as a digital conversation tool that becomes an asset unto itself?
Social media has evolved into more than just a channel, communication outreach or customer service vehicle. I would suggest that the "tools" of social media e.g. social networks, blogs, podcasts, blogger relations, etc. are the tactics under the umbrella of social media strategy.
Social media has evolved to command the same respect as other marketing/communication disciplines to be consider a 'strategy."
With almost 14 thousand views, my dog Max might qualify as a "D list" YouTube rock star! His circle of friends (not to be confused with a Google+ circle) includes people, dogs and cats (totally ..watch his video!). His howling "song" is a throwback to his wolf ancestory.
Oh yes, his breed is White West Highland and at 10 years old the vet is calling him a "senior" dog. Shh .. please don't tell him that he is sure he is still a pup.
Did you notice that when I described Max his breed and age (demographics) came last?
When you think about your customers how do you describe and catorgize them? What comes first in your customer profile: age, sex, income .. traditional demograhics? Or do you take into consideration their interests, networks and passions beyond your product or service?
Let's spin this into social media marketing. We frequently use social media "listening" to learn what customers are saying about our products and services, to identify trends and to build relationships. All good.
However, we have amazing opportunities to also see into the lives of our customers and prospects that go beyond tradtional research and our own company/product information. We can learn about our customers' passions, see who is in their social networks e.g., friends, likes, follows, circles. The clues we discover can lead to exciting new opportunities.
For example, would you think that Max's friends included kitty cats? Now you know. What would that mean if you were in the pet industry? Are there more dogs who like cats? What products might you create to tap into that market .. friendship collars? Treats for both cats and dogs?
Here's another great example. When you think about Grandmamas what comes to mind? Blue hair ladies drinking tea and baking cookies? How about motorcyle riding mamas?!
What would have happened if Kathy had focused on demographics only instead of the passions of her customers? Would she have tapped into women over forty? Over fifty? Over sixty? Roar has a social media presence that (I would assume) helps Kathy continue to understand the interests of her customers. (Hmm..thinking Kathy would be a great guest for All The Single Girlfriends' Girlfriends Helping Girlfriends series.)
Motorbikes are not so much my deal, but If I were to ride I'd want the biggest, baddest bike on the lot. Max, of course, would be uber cool in a little back jacket and helmet!
Are you taking advantage of Social Media Listening beyond your product or service? If so what have you learned about your customers?
Note: Yvonne DiVita, Lipsticking, has a cool contest going .. you can win $100 for your comment about why women should own and ride motorcycles.
Update: See how KLM is listening and learning about their customers. In a strategy that turns little kindnesses into big smiles and I'm betting results in loyalty.
Diva Marketing is part of an online influencer network for Business on Main. I receive incentives to share my views on a monthly basis. All opinions are 100% mine.
At its heart Diva Marketing is about stepping through the mirror to a different way of marketing .. participating in conversations in social forums like blogs, Facebook, Twitter, etc.
Many of the posts reflect lessons I learned along the way, so you can avoid stubbing your toe or stumbling on a concept. With that in mind, here is one more.
A few weeks ago I was approached by Mr. Youth, a social media agency based in NYC. They had an interesting assignment to create awareness of a new community for small businesses .. MSN's Business on Main. Part of their strategy included reaching out to bloggers .. made sense to me .. and Diva Marketing was one of the blogs that was tapped. Made sense to me.
But wait, there was more. They asked if I would be part of an 11-month blogger relations program to share articles and videos from BOM that You might find useful and interesting. But wait, there was more. They wanted to reimburse me for the posts.
I've been offered $ for post before and have always said, "No thanks." However, this seemed different: a highly, credible site that offers well written content, a good fit for Diva, people I knew and respected were involved, Erin Finestone, my contact at Mr. Youth, was highly responsive and respectful.
Girlfriend, all that said, what also intrigued me was stepping into the other side. I've built blogger relationship programs for clients but (except for book reviews) never participated in one myself. What would it be like to step through the looking glass into Wonderland of how a large agency conducted BR?
Soo .. Diva Marketing is taking a skip into a slightly new direction. Sponsored content. In keeping with FTC regs and my commitment to you, each post in this series will be of course be tagged as a sponsored content. Without breaking my contract (yes that was part of the deal) I'll also share lessons learned on blogger relations.
Soo .. it seems like an ok deal with multiple wins. Oh and Max is happy too .. extra $ = a few more doggy treats!
It seems that every five years or so Chyrsler gets caught in a bit of a social media firestorm. Not bad when you think of the volitility of the social web.
For those people who might have been out of the country or unplugged from social media during the past week there were two events that occurred within a day of each other that had the social pundits buzzing and tweeting up a virtual storm.
One: An agency employee (Chrysler's Marketing Department contacted with a PR firm to be their voice on Twitter) was fired for an inappropriate tweet that ran on Chrysler’s @ChryslerAutos Twitter account. Two: Chrysler severed relations with that agency the day after the tweet was posted.
Too often, especially on the web, it’s easy to connect the dots in ways that don’t always create a true picture. I admit I have been as guilty too. As Gloria Steinem said on a Marlo Thomaspost, “If it looks like a duck and walks like a duck and quacks like a duck, but you think it's a pig... it's a pig.”
Ed Garsten, head of electronic media for Chrysler, offered an explanation on his blog. I thought it was pretty good. However, like a Pig With Wings, it seemed to me that the pieces of the story are still flying around the social networks. I, like so many other people, couldn’t connect the dots. What was real? What was not?
I asked my friend, Ed, yes, we are pals, if he would take the opportunity to tell us the back-story on Diva Marketing. Then to open the discussion to lessons learned so we can all benefit. Diva Marketing's goal is always to understand how to use social media to bring people together in ways that support your brand’s value and promise.
Diva Marketing/Toby: Mister Garsten, this virtual stage is yours .. please connect the dots for us!
Ed Garsten/Chryster: Thanks for the opportunity, Toby. Last Wednesday we noticed, what you would call an “inappropriate Tweet,” coming from the @ChryslerAutos Twitter handle. That’s the handle for the Chrysler Brand and managed by our former social media agency, New Media Strategies (NMS).
I won’t repeat the tweet, but I’m sure I don’t have to. It was hard to miss. The tweet denigrated Detroit area drivers using an obscenity. Once we got to the bottom of what happened, we issued a statement relaying the information, apologizing to the public for anyone who may have been offended, and revealed that NMS terminated their employee, who apparently thought he was tweeting from his personal account.
There was a lot of chatter that Chrysler and NMS were cold hearted, terminating a person for a mistake and that using an obscenity on the web is no big deal. Chrysler did not ask for this action. NMS did it on their own.
Indeed, it wasn’t the obscenity at all that we took issue with. As I wrote on the Chrysler blog, it was the fact that we’ve built a tremendous amount of goodwill promoting Detroit and the U.S. auto industry through our TV commercial that first aired during the Super Bowl. That’s the one featuring Detroit-area native Eminem and the catchphrase “Imported From Detroit.”
Any slam, intended or otherwise, against the great people who live in southeastern Michigan under a Chrysler brand banner is unacceptable and compromises the progress we made in a few short weeks.
By the next day, the company decided to cut its ties with NMS. Again, not because of one inappropriate Tweet, but for a collection of missteps that I’m not at liberty to discuss.
We issued a release announcing this development at about the same time I posted my blog item on the corporate blog. We also spent the next couple of days responding to many tweets while posting the link to our blog, and to third-party stories that most fairly portrayed the situation.
Toby/Diva Marketing: Thanks Ed. Let's explore now how Chrysler is currently incorporating social medial. Not to give away trade secrets, but what is Chrysler’s high level direction when it comes to participating in the social web?
Ed Garsten/Chryster: Having gone through three owners in five years the direction has changed about as often. Thankfully, Fiat is aggressive in social media and all of the brand heads are turning to social media for everything from product launches (2011 Dodge Durango) to promoting marketing campaigns, and building communities.
We’re also encouraged, and do, engage with the public on customer service issues, solving some, but not all, but nevertheless, pleasing consumers that they are able to speak directly to Chrysler.
Toby/Diva Marketing: Chrysler is obviously, subcontracting part of its “voice” in social media to agencies. Why did you choose to go this route instead of keeping all of social media participation in-house with the brands's employees?
Ed Garsten/Chryster: It’s a split decision, Toby. Marketing prefers to use an agency; we in corporate communications do everything ourselves.
As you know, it’s not uncommon for a company to outsource its social media activities and splitting the duties does have its challenges. However, we work closely with marketing to make sure messaging is consistent and there is a minimum of redundancy.
Toby/Diva Marketing: I always say, "Those who hold the conversation, hold the relationship." What does a brand gain by allowing an agency to hold the social conversations for it?
Ed Garsten/Chryster: Basically, bodies. The auto industry has a long history of using contract employees and agencies as a means of getting work done with a minimum of back-end costs. The trick is the brand must strongly direct the agency and the plan begins to fall apart when the agency decides to “freelance” on messaging.
Toby/Diva Marketing: Hmm .. perhaps it's time to reevalute that dated out sourced model. On the flip side, what does a brand give-up by allowing an agency to “talk” for the brand?
Ed Garsten/Chryster: Immediate control. The agency gets its direction from the company, but once the conversation begins, it can get off track very easily.
Toby/Diva Marketing: The world knows now that ChryslerAutos was authored by a PR agency. However, the bio on the Twitter page simply states: The official Twitter handle of Chrysler vehicle In keeping with the concept of social media transparency, why did Chrysler not indicate that in the bio?
Ed Garsten/Chryster: Good question. I honestly don’t know. As I mentioned, NMS worked for the marketing department and unfortunately, I wasn’t in on those decisions.
Toby/Diva Marketing: What I find interesting is the difference in approach to social media between Marketing and Corporate. Will Chrysler continue to engage third parties to author social media platforms? If so, how will you ensure Chrysler's brand’s values and promise are not compromised?
Ed Garsten/Chryster: We’re re-examining our strategy, although there is a strong possibility of going with a new agency, but perhaps more participation internally in creating content and engagement.
Toby/Diva Marketing: I'd fight for keeping it internal Ed! What are the critical lessons learned that we should all keep in mind from this experience?
Ed Garsten/Chryster: Keep a tight rein on your agencies. Strictly forbid those who have access to your social media accounts from doing so on devices that are also used to access personal accounts.
React as quickly as possible. Even if you don’t know all the facts, let the public know you’re aware of the situation and will update them as you learn more.
Closely monitor the conversation and use social media to join that conversation to clear up any misconceptions or inaccurate reporting.
Toby/Diva Marketing: This week an Aflac tweeter joined the club of people who are misrepresenting the brand they work for. I strongly believe that part of the "fix" should be ensuring that Everyone who is involved in a brand's social media initiative understand the brand's value and promise. That means more than just messaging but getting it from the gut and heart.
In Chrylser's case, I can't help but wonder if the agency dude had understood what Chrysler's Made in Detroit initiative was trying to accomplish (beyond just selling a few cars) if we might not be chatting righ now.
The tweets aside, Chrysler is doing some interesting work in social. What’s cool on the horizon that you can share with us?
Ed Garsten/Chryster: We’re looking more at growing our mobile presence to better reach folks through their smartphones and iPads. We’re also using social media to launch vehicles rather than the typical auto show press days.
Why only tell reporters—tell everyone! It’s important to remember, our company isn’t quite two years old. We basically started over again on June 9, 2009 when Fiat came in to manage the company, so we’re running fast to make up ground.
Toby/Diva Marketing: As a blogger, brands and agencies often share campaigns with me. Recently, I’ve been presented with several new auto campaigns. While the concepts are exciting, none address the women’s market. Btw .. I must admit it’s a little frustrating. Does Chrysler have plans to engage with “my people" .. especially with women over 40?
Ed Garsten/Chryster: I’m not aware of anything specifically, but that doesn’t mean there isn’t something in the works.
Toby/Diva Marketing: Hope so! Let’s wrap this with a similar question to the one I asked you in our 2005 interview:
Ed Garsten On Social Media
It’s the lawless society that presents innumerable opportunities to connect with people and communities and has given virtually anyone who can log on a voice. From a company’s point of view, we’re able to directly connect with our customers, prospects, stakeholders, employees, investors without the middleman of the mainstream media.
A few months ago I was chatting with Jeff Hillire, president of the Atlanta hot, interactive, agency Enguage, about, you guessed it .. social media marketing. I mused (do you like that word? I rather do.) that it might have been fun to work with a brand or large agency.
He smiled his too wise smile and said something that went like this, "The innovative work you've done in social might not have been possible within the politics of a large company." Hmm .. never thought of that.
So with no one to tell me No! on Valentine's Day I launched another innovative social media initiative. All The Single Girlfriends, or as we fondly call it -- atsGf. I am excited to tell you about this adventure and to get your feedback. The back-story.
Unlike Diva Marketing and the eBook Social Media Marketing GPSatsGf is a run for the roses. Our goals are to monetize and capture the niche of single girlfriends 40+. In doing so we hope to provide a platform for women to tell their stories and voice their opinons in ways that reinforce there is no one right way to be single. Oh and by the way, brands and advertisers we have more disposable income than our mommy sisters. You're missing a huge opportunity .. pay attention to us too.
Okay, you might be thinking, but Toby there are hundreds of women communities on the web what makes All The Single Girlfriends so special? Think .. The View for real women who just happen to be in the demo (single and 40+ smart, savvy and no way boring .. but fabulous!)
It's girlfriends-talking-to-girlfriends about what Gf dish about .. relationships, love, careers, family, sex, dreams, challenges, loss, new beginnings and just life. What is amazing is the posts are from the heart stories interwoven with smart.
There are about 20 GF authors and growing. The Gf authors bring diverse backgrounds, a range of ages, passions and experiences. As important each offers a unique idea of what it means to be single after the big 4-0 birthday.
If you've been around the marketing social media web you'll find some of your friends: Yvonne DiVita, BL Ochman, Jody DeVere, Sunny Cervantes, Connie Reece, Elana Centor, Jacki Schklar, Jane Genova, Tish Grier, Marianne Richmond, Susan Cartier Liebel, Mary Schmidt, Kelley Connors .. and me!
However, there are girlfriends with a passion to be part of this new venture who are new to the social world: Debra Pearlman, Dorothea Bozicolona-Volpe, Maggier Buerger, Bonnie Simon, Polli Graham, Rebecca Crichton, Tani Wolff.
But back to Diva Marketing. The focus at Diva is to help you learn about social media often through my own trials and challenges. Here are my first two lessons learned or perhaps I should say relearned:
1. Let's call this the startup syndrome on a zero budget. It takes a village to grow a blog when there is no brand awareness . Your social media pals can certainly help with a jump start but it takes time and creativity to build new relationships in a new social "village." Going viral over night is usually a lucky fluke.
2. Let's call this Nancy White, Full Circle, was right. Several years ago Nancy told me that when a social site is set free to the world it is no longer yours ago. If you're lucky, your commuity will make it its own.; in doing that your vision or concept maybe changed. Hold on tightly .. it's a ride not for the faint of heart.
The miracle is this: the more we share the more we have. Leonard Nimoy
One Tip Crowd Sourced Question
No one holds all the answers. Especially in social media marketing, or as some people refer to this brave new digital word as, new media. When you think of it how could she?
The tools like Twitter, Facebook, and geo location services such as Foursquare are nano seconds old. "Traditional" social platforms such as blogs, podcasts and video are two nano seconds old. Marketers are still learning how to talk to people without the benefit of their brand veils.
I thought it would be interesting to crowd source a series of "How do you do it .. 1 tip question posts." I reached into my social networks for answers.
People, with diverse backgrounds and experiences, generously shared their insights. The result is an invaluable learning for us all. Toss of a pink boa to everyone who is keeping the spirit of social media alive .. sharing knowledge.
How Do You Build B2B Relationships Using Social Media?
Add value through insights and content. That's how a good b2b relationship could start. - Cheers Rajesh LalwaniBlogWorks@rajeshlalwani
Whether for a business or an individual, powerful relationships are formed when social media is used to transform lives, whether by being responsive, connecting people, providing better service, creating better value or just by making someone smile. "What are you doing to make my life better via social media?" - Arun RajagopalArunRajagopal@arun4
Be genuine and understand why you are talking to that particular person understand ones own business before you enrage with others Get a grip on what mediums one is using. - Anon
Consistency and persistence. Too many times, in the digital world, people are so hot and heavy in the beginning, then it all trails off like Summer Camp -- you fall madly in love and promise to keep in touch forever and then time passes. The real digital relationship honors go to the company that can leverage the CRM -- someone who can remember anniversaries and birthdays, if you will. Also, the relationships that are being constantly mined and "exploited" versus the ones that are kept aside like wine: in the cold for years.
In networking, there's a difference between collecting people and building relationships. If I met a mommy blogger and we hit it off, I am not going to say, "I have her in my pocket but I am not going to leverage this until the time is right and I have an important story."
That's true exploitation. That's a parasitic relationship. Intimacy is symbiotic. Intimacy is a muscle that must be exercised.
Intimacy doesn't just mean that if I buy you a steak at Morton's you're going to owe me a story.
Also, one must also remember that most digital relationships don't need to be intimate and can simply be transactional. That in order for people to really be able to connect, you need to connect lightly or hard.
Anyway, the biggest mistake that most people in the digital space make is not to "use" each other shamelessly...
Generally speaking, this can't be done in-authentically. Either way, you need to find something you love about that person, no matter how small, and try to make the relationship about that real thing -- and it can be just the meta thing of social media.
Oh, and this all comes down to the fact that people love doing favors. It is actually rude not to ask the people around you for help, for love, for attention, and for a favor.
Oddly, people tend to love each other more the more they feel beholden, connected, and in each-other's debt.
I meet too many people who have a bunch of A-list bloggers they have met, they have the card for, but they never connect to them because they're holding off until they need something very badly -- sort of like a safety net.
Like 11th hour conversions, they never tend to work out the way you would expect them to -- and generally fail. Who would want to fall into a rotten safety net? - Chris AbrahamAbraham Harrison @chrisabraham
Be the real and authentic you. To nurture and develop trusting relationships, a person has to be authentically themselves, This includes being ethical and honest in everything they say and post on social media, just as an every other aspect of your life and business. - Wayne HurlbertBusiness World@waynehurlbert
Give consideration to the differences in HOW one can connect and why different strategies are necessary . This content is copyrighted by - fjk@vitalingus
Share what you admire most about their business in general, or their latest news. Use details when possible, not just an overall "like." They'll feel appreciated for their thoughtful strategy and work and they will appreciate you for it. - Melanie NotkinSavvy Auntie@SavvyAuntiehttp://savvyauntie.com
Use what I refer to as the "cord of three strands" principle -- on an individual basis, connect with another person on LinkedIn, Facebook and Twitter. That way, you get to see their business side, personal side and what they're thinking about at a given moment. – Anon
Use social media to stay top of mind by creating conversation around what your B2B client is interested in - without trying to sell! - Becky Carroll Customers Rock@bcarroll7
Understand the power of the "Re" --- Retweet, repost, share, blog about others businesses to demonstrate that you follow and care about the other businesses news, events, progress, etc. Be sure to take the time to tailor your "Re" to match your customer/reader's interests as well as your business goals. It demonstrates that you read and thought about it. –
.. and my thoughts. Creating relationships in the digital world is really no different than in the offline world. Good ones take time to build. My 3 of 1 tips: 1. Provide selfless content that speaks to the needs of your comunity and not your brand. 2. Keep in touch with an @ tweet, comment or status up. 3. Give a little of your none business self. - Toby Bloomberg Diva Markering@tobydiva
Let's keep the leanings growing. How do you create B2B relationships using social media? Plese share your insights in the comments.
