Social Media Marketing GSP: A Tweet-book

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