Tag: social media

Developing your social media muscle

Dave

Jenny on the JobI wrote a lot of poetry in college. “Don’t worry, that was pre-web so I have no links to subject you to”. When I was doing it regularly, thoughts would come to me in poetic terms, or a snippet of conversation would spur an idea. The more I wrote, the more that happened.

My love of photography also began in college, and carried through to a job as a professional photographer for The Chapel Hill “N.C.” News “which nearly killed my love of photography, but that’s a different story”. The more photos I took, the more I saw things in photographic terms. My eyes sought out angles and patterns and juxtapositions and I would mentally compose the photo before I ever brought the camera to my eye.

The same principle holds true in social media. The more you participate, the easier it gets. I’ve been referring to it as “developing your social media muscle.”

Blogging isn’t always easy. Sometimes it’s downright difficult to come up with an idea worth sharing, find the time to write it, find a photo to illustrate the post and do all the little logistical things that go along with it.

But you know what? The more you do it, the easier it gets. That’s why bloggers like Chris Brogan and Wayne Sutton can be so prolific. They’ve developed their blog muscles. Thoughts and ideas come to them more often because they are receptive to them.

When I was blogging every day in the early 2000s, I nearly always had an idea I wanted to work up and one or two in the queue. And I’ve found that to be true in the last couple of weeks as I’ve tried to notch up my blogging to where it should be for someone with a job like mine. I have three ideas on a note stuck to my monitor.

It works for Twitter as well. The more you do it, the easier it is to digest ideas into 140 characters. When you see something that interests you, you’re more likely to think, “I should tweet this because other people might find it useful.”

The more you develop your social media muscle, the easier the heavy lifting becomes.

Originally published on Conversations & Connections, my SAS social media blog

What’s your dirty little secret?

Dave

I just read a great post from David Armano called “Social Media’s Top 10 Dirty Little Secrets,” pointing out some of the things many of us are thinking but not saying. I, for one, am getting tired of the social media fishbowl where “experts” share their opinions on the necessity of cutting edge tools and techniques that those of us in the real world are nowhere near ready to adopt. I alluded to that in my “Stop telling me what to do” post.

And yes, I’m ready for a lull in new technologies. I’m already behind on figuring out Friendfeed and now I feel like I need to get on top of Posterous. In reality probably the best thing I could be doing is reading more blogs and writing more in this one. I tell people all the time that “blog posts don’t have to be white papers” and offer tips for writing more frequently, yet I’ll go a week or two “or more” without posting.

I guess you can’t call that my dirty little secret, since it’s right out here on the Internet for people to see.

What’s yours?

Originally published on Conversations & Connections, my SAS social media blog

Notes from the B2B social media panel at SocialFresh

Dave

I’m in Charlotte, NC today for the Social Fresh social media conference. I’m on the Social Media B2B panel with Nathan Gilliatt and Jeff Cohen, moderated by Kipp Bodnar.

When we met a few weeks ago, we decided we wanted to share stories, engage the audience and interact with them, so we decided not to make slides. I know that’s the cutting-edge view these days but for a guy like me with a corporate background, being told we’d be presenting without slides makes me only slightly less uncomfortable than being told we’d be presenting without pants.

Since I don’t have a slide deck to share with you, here are some of the questions we identified in advance, and the answers I wrote out in preparation.

Let’s get this out of the way. What do you say to B2B folks who say their customers aren’t online?

Everybody needs to be the expert in their own market, so if you tell me your customers aren’t online, I’m not going to stand here and tell you you’re wrong. But these days in nearly every business, at least some of your customers are going to be online. If they aren’t yet, they will be sooner than you think. And even if you don’t think your customers are online, are your competitors?

What are some successful practices you have seen or used to ensure that your social media strategy aligned with business objectives?

You need to think of social media as a set of tools, not as a strategy in themselves. Presumably you already have established objectives for your business, and you probably also have a marketing and communications plan. Don’t think, “What is our social media strategy? Think, “What is our established marketing strategy and how can social media support that?

Don’t just get on Twitter for the sake of being on Twitter. Look at your marketing campaigns and see if Twitter can support them.

Are you going to a trade show? Do you have a goal of getting a certain number of people to your booth? That’s a measurable goal and something you can support with social media. Does the show have a hashtag? Is there a Facebook event page for the show? Those become other avenues, in addition to the ones that have been successful in the past, that you can pursue.

Social media isn’t always the best option from a marketing standpoint. How do you define the ROI before you decide to execute?

Don’t abandon anything that’s working for you in favor of social media. Think of social media as another tool. Make sure you have a measurable objective before you start. “We want to increase web traffic to our marketing campaign landing page by 30 percent over the next quarter” That’s a measurable objective.

What social media tools are you going to use and how are you going to track them? Once you establish the metrics and the method of measurement, and if you take the time to do it in a comprehensive manner, you’ll see what kind of results you get. Then you’ve established a benchmark. And let’s not underestimate the importance of establishing benchmarks.

If you’re just getting started in social media, then “Establish a benchmark is a valid objective.

The big question: Who should “own social media in an organization?

I have two answers for that. The first is, it should be owned by the person or people who are most enthusiastic about social media; the ones who are champing at the bit to get started. Because if you force it down the throat of someone who doesn’t know or care about social media, it’s just going to become another chore, and you won’t see any progress.

Now that’s not always practical, so my politic answer is, “It depends” both on the size and type of your organization, and what you hope to accomplish with social media. Ultimately you want to make social media tools available to everyone in your organization who has a role in communicating a message.

Marketing folks should be in charge of how they use social media to support marketing campaigns and generate leads. The external comms or PR folks should be responsible for the reputation monitoring and management aspects. Your sales folks should be using social media tools for prospecting, getting market information and building and maintaining relatioships. Your tech support and customer service folks need to take responsibility for doing those tasks in social media.

But if you have to start with overall responsibility in one place, my bias is toward the marketing communications or PR folks, because they should have an overall view of your branding, messaging and communications objectives.

Is there value in allocating resources to educate customers about social media?

Absolutely. If your customers are interested in social media and want to get started, if you show them how to do it, you’re creating a built-in audience for your message. My father jokes that he’s a Mac guy because the first computer he ever used at work was a Mac, and he imprinted on it the way a baby bird imprints on the first thing it sees when it comes out of the shell. If your customers learn how to use Twitter because you teach them, you can be pretty sure they’re going to follow you.

If you’re worried that your information isn’t getting through the noise to your customers, create a campaign to show them how to use RSS feeds, and make your feeds easy for them to get.

And even if you’re not very active yourself yet, I think there’s a tremendous value in saying, “Are you curious about social media? So are we. Follow us on Twitter, or subscribe to our blog, and we’ll figure it out together”

When is social media wrong for B2B?

Again, everyone needs to be the expert in their own market. If you’re not sure if social media is right for your audience, you need to do some research, whether it’s web research and reading analyst reports, or just asking your customers directly.

But it’s true there are times when social media isn’t going to be a viable option. If you have a lot of customers in government, for instance, you might find they can’t use social networks at work. If you’re in a very traditional industry and your major customers block access to YouTube, for instance, you wouldn’t put a lot of time and effort into a video campaign.

Do I ask for permission or forgiveness?

That depends on your company and your boss, but speaking as someone who works for a company of 11,000 people, it’s much easier for me to do my job when I have consensus, and when I have a reputation for being someone who can be trusted to take all the relevant factors into consideration before beginning an initiative.

What is the most important thing companies should know about starting a B2B focused blog?

Find someone to write it who is really excited by the prospect, not someone who should do it based on their title or position and isn’t really interested. Ideally it would be someone who already has a blog about your industry. Then make it a part of his or her job and make sure it’s built into that person’s job description, so they can make it a priority and keep it active. Because I still believe a dormant blog is worse than no blog at all.

What should folks read to stay current on social media and thoughts on its marketing applications?

ChrisBrogan.com, mashable.com, socialmediab2b.com, ConversationsMatter.org, socialmediatoday.com, the Marketing Over Coffee podcast.

What should folks tell their boss about what they learn from this panel?

If you think you don’t have time to get involved in social media, look at all the information you share every day either through email, on the phone, in conversation, in meetings, the articles you forward to you friends. You could be sharing all of that on a blog, on Twitter or in a social network. Once you get started and develop your “social media muscle” you’ll start finding more and more to share.

You don’t have to do everything, but you can’t do nothing, so do something.

Originally published on Conversations & Connections, my SAS social media blog

Killing the myth of corporate perfection

Dave

The Boy and the BlackBerryRecently I speculated about the future audience I’ll be talking with in 20 years. Despite being someone who thinks on a daily basis about communicating as a brand, I think that mindset is on the way out. I don’t mean we shouldn’t have brand standards and think about how our communications reflect on our company, or try to have consistent messages and useful content. I mean that in 20 years, the idea of a company will be completely different.

My father’s generation responded well to the idea of a corporate entity. And no wonder; the military/industrial complex had just defeated the Nazis. What was good for General Motors really was good for America. They still firmly believed you could work for a corporation your entire life and the corporation would take care of you. My generation knows that ideal is nearly gone. My son’s generation will probably see it as quaint as dial phones.

Each succeeding generation has responded differently to the idea of corporate perfection. Will future generations respond better to brands, or to people? At the Society for New Communications Research’s NewComm Forum, Dr. Mihaela Vorvoreanu from Clemson gave us the results of her survey of college students and how they relate with brands on Facebook. The gist: “Being friended by a corporation is creepy.”

People these days react poorly to “Mistakes were made” and positively to “We screwed up.” Why? Because we can relate to other people screwing up, because we’ve all screwed up. And we can forgive that. Maybe we expect companies to be perfect, but we expect people to be human.

Todays kids won’t expect everything to be buttoned down and perfect. The cracks and fissures won’t put them off. It’s the cracks and fissures that will convince them we are real people they can trust.

Originally published on Conversations & Connections, my SAS social media blog

If social media is dead, why am I so busy?

Dave

Geoff Livingston wrote a blog post yesterday declaring social media is dead. As you can imagine, it’s generated some comment and debate. Geoff is a public relations strategist with CRT/Tanaka, CEO of Livingstone Communications and a “the?” driving force behind Blog Potomac. I saw him present at the Society for New Communications Research conference, but I didn’t meet him. He has a lot of respect in social media circles, so I’m interested in his opinions. But I don’t have time to consider this particular one.

I’m going to our internal Web Summit in Heidelberg next week, where most of the folks at SAS helping to set our online direction will be gathering. There’s obviously a lot of interest in social media in that group, so I’m presenting in the opening session, leading a 90-minute session focused solely on SAS’ social media strategy, and hosting an informal breakout session where participants can ask questions of one another and discuss what’s working for them. I’m leaving on Saturday, and I still have some preparation to do. “I’m the kind of person who’s never satisfied with his slides. Plus, I have a new netbook that needs filling up.”

I also have a long list of goals and objectives for the year, designed to help integrate social media into SAS’ sales, marketing and external communications. It’s a pretty big list, and there’s always something to do and someone to meet. So as much as I appreciate that folks in the social media field are having a theoretical discussion about whether or not social media is dead, I’m too busy doing it to join in. “Although I did read enough to know that the fact that people like me are engaged in social media is one of the reasons Geoff has declared its demise.”

I understand what it’s like to be a consultant, having done it myself. You need to be 100 percent certain in your opinions, and able to convince potential clients “and reassure existing clients” that you are the only person who can save them. I much prefer where I am now, in a position where I can say, "Let’s try some things and see what works, and see what’s working for other people like us." That was the idea behind my first post in this blog, where I declared I am not an expert.

So, if you folks participating in the debate come to any conclusions that will help SAS build better relationships, let me know. In the meantime, I’ll be getting on with it.

Originally published on Conversations & Connections, my SAS social media blog

Marketing to the unborn

Dave

I’ve worked for a lot of different kinds of companies and organizations, run my own business, and been laid off by a big company. I know what it means to be a loyal employee and also to have that loyalty crushed. When I heard SAS’ CEO Jim Goodnight say he would accept lower profits this year so as to avoid layoffs, I thought, "Maybe this really is a company I could stay at the rest of my career."

That got me thinking about the rest of my career. I’m 43 now, so my career might go another 20 years or so.

At SAS we try to reach lots of different audiences – not just C-level execs who make the purchase decisions, but IT managers, programmers, statisticians, recent grads and students.

That means the majority of the people I’ll need to reach and influence in 20 years are somewhere between zero and 30 right now.

Some of my future audience isn’t even born yet.

So does anybody really think those people, in 20 years, will be going to static web sites and entering their email addresses to download white papers? Reading emails? Even sitting in offices looking at monitors?

The people who will determine whether or not I get to retire comfortably or work until I drop are today’s early adopters, the digital natives, the people who most of us in our 40s now find either fascinating or terrifying. If we let them get out of sight, we’ll never see them again.

We spend a lot of time now asking "What’s the ROI?" and "What are our competitors doing?" and "What are the industry best practices?"

The people we’ll be marketing to in the next 20 years are putting pictures of themselves on Facebook that would get us fired and would have gotten our dads arrested.

They’re not thinking of the reasons not to do something. For better or worse, they’re doing it. And as uncomfortable as that might make us, those who are accustomed to cost/benefit analysis and SWOT and 12-month budget cycles, that’s the attitude those people will bring with them to the marketplace our tired old selves will be trying to influence.

It won’t be about figuring out what to do. It’ll be about doing it and seeing what happens. Or trying to figure out where everybody went.

Originally published on Conversations & Connections, my SAS social media blog