Traditional media vs. Social Media
Traditional media is not going away. Social media is not going away. Here’s a visual: traditional media is like the older brother who has to get used to his new, loud and intrusive brother. However, as with most siblings, they learn pretty quick how to work together to get what they want from their parents/audience.
Not sure how to integrate the two for your business? Here are 3 ideas to get you started on the right path:
Use traditional media to promote your social media presence. It takes 7 “touches” before a typical audience receives the message you’re trying to get out. Some ideas:
~QR code in a print ad directing them to one of your social media platform pages (FB fan page, Google + page). This is great if you’re having a contest.
~Put your Facebook page URL on your billboard/print ad.
~Don’t forget to add all your social media accounts to your invoices, service agreements, etc.
Test out a new product on your social media followers to get feedback before advertising through traditional media outlets. This lets your social media audience feel like they have a special voice in your company.
Promote changes you’re making in your product/service/company due to social media conversations with customers. This tells your customers that their opinions matter and you use social media to build relationship.
As with any kind of marketing strategies, you have to follow through. If you are going to tell your customers that “we’re listening to you!”, then you better go above and beyond that.
I hope these ideas start generating thoughts that are specific to your business culture. I’d love to hear how you are using both medias to reach your audience!
4 Bottom-line Social Media Strategies
“What should my social media strategy be?” Oy! I get asked that quite often. I know they would really like a 2-minute, secret-to-success answer, but there’s no way I could do that. I also get, “I hear that Joe Blow’s company is doing this and this…so we’re starting to do that too.” I always respond: “Why?” Then I get the proverbial stare with a few blinks.
Every business should have their own creative ideas and goals. Customer service should be your business and your services or products is how to you serve them. With that in mind here are four basic, bottom-line strategies that all companies should keep in mind:
1. C-suite / Upper management must believe…not just be “on board”. If a CEO is saying, “Sure we should use that social media…stuff,” they aren’t getting it. You’re going to spin your wheels running back and forth between implementing strategies and convincing your boss that it’s the right thing to do. Digital media marketing is time exhaustive as it is. Trying to justify what you’re doing to someone who doesn’t believe in it’s effectiveness will kill you.
2. Goals and strategy above tools. I have a friend who is deeply in love with her new iPad. The only problem is she doesn’t understand how to use the iPad for anything other than her apps. After six months, she’s just learned how to lock her screen. Using almost every social media tool out there but not having any idea of your SM goals is just about as silly. Do your research and find the tools that will help you reach your goals efficiently.
3. Build relationships! Please remember that SM marketing is about building customer loyalty. It’s not a big billboard in the sky for you to push your products/services on your audience. Talk to your customers and potential customers online. Build a rapport with peers in your field of expertise. Be a service provider for your audience.
4. Take solid measurements. Ok, so you took the time to build up a strategy and it’s been 6 months. How do you know what’s working and what’s not, if you don’t measure your steps? What are your stats telling you? Maybe you should stop blog posting on Monday and Wednesday and move it to Tuesday and Thursday, because that’s when it’s getting more hits. What kind of tweets are getting retweeted the most? These are the things that will tell you if you’re on target or if you need to change your strategy.
Social media is the constant, ever-changing beast. Make sure you know WHY you shouldn’t feed it after midnight or get it wet! 
Social Media Myths
There is a lot of bad information out there and just as many assumptions. I’m floored what social media “experts” are sharing with clients. I somehow feel compelled to take them under my wing and lead them to the light…so to speak.
I’ve highlighted some of the most misunderstood aspects of using social media in business:
1. It’s free! While a lot of the tools are free, the act of engaging various social media platforms is time-intensive. This is not just a one-time campaign…it’s a process that should become another foundational part of your marketing strategy.
2. I don’t need it. You’re right…if you want your company to grow stagnant. There are plenty of other businesses that want to build a relationship with your customers through social media. Are you willing to give them up?
3. Once it’s set up, I’m good to go. See #1. An inactive social media account is a dead social media account.
4. This is another great way to sell my product. Yes and no. What social media is not: big billboard in the sky for ads, megaphone for yelling deals, replacement for email marketing. What social media is: a great way to service your customers, listening devices to hear what is being said about your company, engagement tools.
5. I still think that Social Media is just a fad.
Facebook: launched February, 2004
Twitter: launched July, 2006
LinkedIn: launched May, 2003
YouTube: launched November, 2005
Most fads don’t last 5 years or longer. Those are just some of the top social media sites.
If you’re not ready to jump in with both feet, I would suggest at least listening to what is being said about your company within social media realms. In 2011, your company’s reputation depends upon it.
QR Codes – Don’t Forget Your Basics
What’s faster than a speeding bullet, more powerful than a locomotive?
It’s not SuperMan…it’s Digital Media!
Everywhere you go people are scrambling to stay on top of the latest app, WordPress plugin (Jetpack!), or greatest marketing strategy.
Unfortunately that means people are jumping in feet first and finding themselves up to their knees in digital quicksand. As simple as this list is, it’s worth keeping in mind as you research whether using QR codes is for you:
1. Who is your audience? You will have a better success rate on your ROE (Return On Engagement) if you target a particular group of people. Don’t go so broad on your scope of reach. You want it scalable.
2. What is your call of action? Don’t just put up a QR Code in your latest e-blast just to say you’ve done it. Give your call of action some meat. Instead of asking your audience to scan the code and check out your site, send them to a page that is a current campaign. When the campaign has reached it’s goal, that code can still be used for potential clients.
3. Where are you putting the QR codes? If you put it on a t-shirt people will have trouble scanning it because of the material. If you’re putting it on a slide, make sure the screen is flat and not an old fashion pull down – it can distort your code. Hint: using a URL shortener will allow a visually smaller code. Extra Hint: Please test the code before you make it live.
4. When should you use a QR code? Remember using a QR code is just another way to reach out to your audience and entice them to come to you. It’s a resource. Use them for campaigns, business cards, presentations, expo events, parties, etc. Be creative and fun!
5. Why should you add QR codes to your strategy? According to IDC, the growth of smartphone usage is expected to increase by 49.2% during 2011. There are stats upon stats that are staggering when it comes to potentional customers using smartphones like laptops. So do you want to reach them where they’re at or not?
I love hearing all the various ways that companies are starting to use QR codes. I’ve heard Real Estate firms that are putting them on the For Sale signs on properties. Clothing stores are encouraging their customers to scan in-store to save a percentage that day. Restaurants are are doing the same. I encourage you to be creative to stand out and get noticed!
Cowboys were the First Social Media Thinkers
I home-school my oldest son, who is in 5th grade. Right now, he is reading Louis L’Amour’s Sackett series for his reading section. This series is based on true facts of how the west was won. They were strong men that knew to survive out west they needed to approach their way of life a bit different.What they’ve known to always work was no longer the case. They needed to step outside the comfortable ‘known’ and relearn a new approach.
1. The traditional way of handling their cattle wasn’t going to work…the terrain was very different. Social Media marketing is nothing like traditional marketing. The traditional approach almost always has the formula of A+B=C. With new media, you have to feel out the terrain at that moment. Your mental finger has to be on the pulse all the time in case the winds change.
2. Cattle farmers had to be ready to withstand a long haul over time. The trends in SM are changing constantly and fast. Just about the time you think you’ve figured it all out, you’re wrong. Your customers might think Twitter is a waste of time one month and the next, they’re all over it.
3. Cowboys who owned a ranch were usually ethical and hard working. They gave kudos when appropriate and used teachable moments when needed. In SM, everything is out in the open. You can’t sneeze sideways without everyone knowing about it. When you’re ethical and giving, you’re known for it. When you’re not…you’re also known for it. I love the 30/60/30 formula – 30% for listening, 60% for engaging and 30% for writing about your self/company. This formula tends to keep you honest and giving.
History repeats itself. Usually it’s the mental or emotional approach that causes this, so why not repeat this in social media. Learning a new tactic can always be useful. I’m sure you could think of other people/leaders in history that would fit this.