Social Media Marketing GSP: A Tweet-book

Social Media Marketing GPS - After Forward Interview with David Meerman Scott

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

Social Media Marketing GPS - After Forward

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

Social Media Marketing GPS - Chapter 12 Relationships 1st 2nd & Last Interview with Liz Strauss

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

Social Media Marketing GPS - Chapter 12 Relationships 1st 2nd & Last Interview with Tim Jackson

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

Social Media Marketing GPS - Chapter 12 Relationships 1st 2nd & Last Interview with Lucretia Pruitt

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

Social Media Marketing GPS - Chapter 12 Relationships 1st 2nd & Last Interview with Kimberly Coleman

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

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

Social Media Marketing GPS - Chapter 11 Solving Business Challenges Interview With Lionel Menchaca

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

Social Media Marketing GPS - Chapter 11 Solving Business Challenges Interview With John Maley

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
 

Social Media Marketing GPS - Chapter 11 Solving Business Challenges Interview With Donna Lynes Miller

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

Social Media Marketing GPS - Chapter 11 Solving Business Challenges Interview With Frank Eiason

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

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

Social Media Marketing GPS - Chapter 10 Metrics That Make Sense Interview with Peter Kim

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

Social Media Marketing GPS - Chapter 10 Metrics That Make Sense Interview with Kate Niederhoffer

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

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