Social Media Marketing GSP: A Tweet-book

Social Media Marketing GPS - Chapter 1 Why Social Media? - Interview With Ann Handley

For the next few minutes here, I'm helping @tobydiva write a business book on Twitter 140 characters at a time. 1 #SMGPS

First up is Chapter 1: Why social media? 2 #SMGPS

@pchaney already weighed in w/ good points: "Markets are conversations, pressure to improve targeting, customer in control.." 3 #SMGPS

Of those, the most compelling reason for biz is that your customers already are on SM networks. They are already talking about u. 4 #SMGPS

So it's about joining the conversation already in place, and adding to and broadening it, too. 5 #SMGPS

My mini-case study, 140 character segments: This week we held MarketingProfs Digital Marketing World. Many of you were there. 6 #SMGPS

In fact, 14,000 of you registered for #mpworld. MarketingProfs has a huge email list/subscriber base of just over 300,000. 7 #SMGPS

Our original goal for #mpworld was 8,000 people. We hit that after 3 emailings to our list. But then... 8 #SMGPS

The social networks continued to build interest, awareness and drive registration. Specifically, Twitter & ads/conversation on FB. 9 #SMGPS

In the end, preliminary results show about half of the 14,000 registrants weren't MP members/subscribers at all. 10 #SMGPS

Meaning, #mpworld was likely their first real interaction with our brand. The soc networks allowed us to reach farther/wider... 11 #SMGPS
..and deliver a meaningful, rich experience to all via #mpworld, which trended to the #2 spot here on

Twitter during its height. 12 #SMGPS

The following day, when we had a follow-up email glitch, it was again the social networks that alerted us to the problem. 13 #SMGPS

What if we weren't here? Listening, communicating, interacting? That would have been a loss for our org on a lot of levels.14 #SMGPS

I like how @chrisbrogan describes Twitter as a "central nervous system" of an organization. I extend that to other soc nets, too. 15 #SMGPS

MarketingProfs: Which in many ways has less to do solely with the notion of marketing... 16 #SMGPS  

...and more to do with the way that the social networks overlay and act as a kind of nerve grid across the entire organization. 17 #SMGPS

Thanks for your patience today! @tobydiva: My work here is done! Good luck to the rest of the authors here! 18 #SMGPS

More from Ann Handley @marketing profs Marketing Profs Daily Fix Blog Annarchy

Social Media Marketing GPS - Chapter 1 Why Social Media? - Interview With Paul Chaney

I'm on deck 4 chapter 1 of @tobydiva's bold exp. in writing biz book on Twitter 140 char. at a time. Ans. ? Why social media? 1 #SMGPS

I can think of five reasons why, all related to shifts in cultural trends. 1st, consumer skepticism is at all-time high. 2 #SMGPS

Next reason for Why Social Media? is... media fragmentation is out of control. Hard to get consumer's attention. 3 #SMGPS

Third reason for Why Social Media?... Increasingly the consumer is in control of branding/mktg message. Ppl are talking about us! 4 #SMGPS

Continuing "Why Social Media? book posts. Reason #4, pressure is on to improve targeting/minimize waste; niche marketing is in. 5 #SMGPS

Finally, fifth reason for Why SoMe? Companies are being held to new levels of accountability. 6 #SMGPS (More later...shooting for even doz)

Why Social Media? People are talking and we better be listening and engaging the conversation. "Markets are conversations" 7 #SMGPS

Why Social Media? Here's why: http://bit.ly/15eV3D (expand) 8 #SMGPS

Why social media? Because consumers are connected online in socnets. Have to be where they are. 9 #SMGPS

Why social media? Because digital natives are entering the marketplace. Generation C - connected, community, co-creators, cash. #SMGPS

More From Pau Chaneyl @pchaney The Social Media Handyman

Social Media Maketing GPS - Chapter 1 Why Social Media?

SOCIAL MEDIA MARKETING GPS CHAPTER 1 WHY SOCIAL MEDIA? “All lasting business is built on friendship.” - A. A. Montapert 1 #smgps

Technology connects people from across town to across oceans. Oxymoron is “unfeeling” digital builds personal relationships. 2 #smgps

What began as a way to keep in touch w/ friends morphed to open conversations between customers & the PEOPLE w/in organizations. 3 #smgps

SM interactions growing in importance. In our uncertain world people want to do business with people they know and respect. 4 #smgps

SM brings back the “corner grocery store relationship” where business was built on trust. The grocer was part of the community. 5 #smgps

The grocer knew & cared about the people that purchased her products/services. SM helps create and nurture closer relationships. 6 #smgps

Most successful SM strategies focus on a niche .. think the "long tail" concept. SM is the poster child for segmentation marketing. 7 #smgps

As w/ online marketing, social media can be measured and tracked. New success metrics include halo effect of influencers. 8 #smgps

People engage in SM for: information, learning, entertainment, unique point of view, community/relationships and fun. 9 #smgps

SM mantra is to be honest, transparent, authentic, passionate; understand the unique culture of the “villages” you want to join. 10 #smgps

SM can provide a point of difference for your organization resulting in stronger customer loyalty and more effective targeting. 12 #smgps

InterviewQuestion: Why should organizations take, what many think is a risk, and invest $, people, time in social media marketing? 11 #smgps

Guest interviews with Paul Chaney @pchaney and Ann Handley @marketing profs. Please use #smgps to join the conversation.Thanks! 12 #smgps