Tag Archives: Facebook

Tactics, Tactics…Strategy

Too Much Sex, Too Little Jesus
Image by Thomas Hawk via Flickr

The caveat about reading this entry and my blog, is that you’ll instantly see that I’m direct and honest. It’s because I’m passionate about what I do and because I care.

So, as a Social Media & Marketing consultant, it’s my job to understand my client’s business. As a 15+ year brand marketer, when I work on an assignment, I need to know what they want to accomplish and how it fits in with their overall business objectives. It’s just how I think and do business. I want to know the whole Megillah because I provide better value that way.

Having been on the client side for most of my career, I feel comfortable in being able to write this article from the context of a Client’s POV. When a client hires a consultant, a lot of the time, they  have a very specific initiative in mind. Ok, so I can take that and run with it, no problem. They know what they want to achieve and I’m the catalyst to get them there. Again, no problem.

However, when clients want to join the “Conversation”, or do any kind of marketing for that matter, I sometimes see a knee-jerk reaction to Just Do It. And, as a consultant, who knows to ask the right questions, sometimes the client just wants to enter the space because they can’t stand reading about it, or hearing about it at the water cooler or hearing about it from their boss (or from their kid for that matter). They come to me and say Savvy, I just want to be there. Make it happen.

Ok. You say you want to enter the space. You say you want to be on MySpace or LinkedIn, or Facebook and have a blog and go on Twitter. Or, you want to do this promotion, or a campaign, or a stunt. Ok. And so I ask…Why? What do you want to achieve? Who do you want to reach? What do you want to say? Do you know what people are saying about your brand?

Oh.

In any area of social media, or even marketing for that matter, looking at the particular project and how it maps back to your overall business objectives is the first thing to look at. As the consultant, I’m always going to want to ask my clients these questions. It’s my job to do that. It’s my job to tell you solutions that will work for you and your business.

The title of this entry was inspired by game Duck, Duck…Goose. Why? Because, and we’ve all been guilty of it, we get stuck in the tactical side of marketing. The cobbler’s children have no shoes…right? So, sometimes it’s difficult for us to take a look at our own business and we think very tactically. It’s Ok, you’re not alone. Whether you use a consultant or an advisor, make sure someone (besides your boss) holds you accountable for what you want to achieve with your marketing. Savvy has to do it too! So, my advice…when you have a great tactical idea, make sure you stop and ask yourself, “How will this initiative support my marketing objectives? What results do I want to achieve that will justify this spend?” You’ll be a better marketer for it. And a better client.

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Building Revenue Through Connection and Collaboration

My social Network on Flickr, Facebook, Twitter...
Image by luc legay via Flickr

A few weeks ago, I wrote a post called Business Development in Today’s Economy about the 4 Cs. Connection, Collaboration, Clients and Criteria.

For this article I’m revisiting Connection and Collaboration, because they are so closely intertwined.

Connection, as discussed earlier, is about reaching out not only to clients, but to partners, colleagues, co-workers and industry experts as well. Connection applies to growing your network in a number of ways, to build out a rounded experience. From every conversation I have, I learn something new. It never fails. I also make sure to offer something up as well — to be generous. Connection is about how you are talking to potential clients. Where are you connecting with them? Is it a trade show? A networking event? A webinar? On LinkedIn, Facebook or Twitter?

I have an incredible example about Connection taking place online. I was watching a panel being streamed live from the Digital Hollywood Media Summit (video streaming produced by Naked Media.org) and was chatting with people in the digital space from a variety of backgrounds. We were all commenting from the peanut gallery, and then questions were being posed at the same time to the panel. Then after the panel, they grabbed what we  online decided was the star of the panel, Artie Bulgrin, head of ESPN Research, for an online only interview. We then got to pose questions for him to answer. It was a totally wild and unique experience! I not only learned from the people I was chatting with, got to interact with the panel, but I also shared with a journalist from Business Week and other digital researchers and strategists from all over the U.S. We’re now following each other on Twitter. See how quickly you can create community?

On Collaboration…well, what could be the possibility of the relationships that were created in the chat? Could we collaborate on research projects, start our own community based on a POV from the chat or build business together? You should think about businesses you could reach out to in your industry, or in complementary industries that could be useful. Think about what’s missing from your business, or a blind spot for you. What do you need to know about? The point is, you should never stop reaching out. Make sure you bring something valuable to the table. Always. But more importantly, Listen.

These days, with the economy as it is, we can’t go it alone. I’m a strong believer in that. I’m connecting and collaborating more than I have ever done in my life. I’m a part of an agency “consortium” where I’m the Digital & Social Media Expert. I’m in another group where I’m the Mass Media Expert. I’m in another group as the Women-owned Small Business representative. The opportunities are endless. And, the beauty of this is that these collaborations can take place online and offline too. If you connect with someone online, take it off-line and vice versa. Book in a call or meet up for a coffee. We all benefit from the human touch and from working together.

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Best Thing Since Sliced Bread

Ideas Worth Spreading
Image by Rico-san via Flickr

I was recently introduced by a friend and former colleague to Ted Talks. I had always known about the conference, but not that they were hosting all of the talks via video on their site. I was amazed and so excited by it. So, I went and took a look.

After completing my profile (I was intrigued because they asked interesting things of me, not just my email address and Opt-in) that I willingly signed up. I then performed a search based on specific criteria, and I was amazed to find Sean McCullough of ping.fm, and Kay Koplovitz — media mogul turned VC listed on the site. I thought to myself, wow, you’re in good company!

Cut to I listened to the guru of all viral media (and a rather intuitive Marketer), Seth Godin. Ok, I know, you’ve read all of his books. You subscribe to his blog. I’m not telling you anything you don’t already know. But in the 20 minutes that he had to speak, he hammered home one of the MOST important differences in Marketing. It’s that we HAVE TO STOP INTERRUPTING OUR AUDIENCE. I was yelling. Did you hear me? Go and view it for yourself. View video now.

The A #1 Rule. Find the Influencers. They’re out there. We can find them. Let them tell your story…through podcasts, through blogs, through Facebook pages, through LinkedIn Expert requests. Give them something valuable and compelling to promote. Have your audience put widgets on their sites and then push content to them. Heck, start at the top and make those people your ambassadors. Don’t reinvent the wheel. It’s like that shampoo commercial that Joe Namath did back in the 70s “And she told 2 friends, and so on, and so on, and so on, and so on.” I’m not telling a lot of you Marketers something you don’t already know — or haven’t been doing. A lot of B2B and B2C Marketers have been doing this for a long time now. I’m just reiterating the importance.

That’s why I love Social Media as a part of the overall Digital Marketing strategy for a brand. Big or small — Social Media is a new avenue that we never had before where we can really talk to our customer on this deep a level. I’ve heard it quoted and I wish I could attribute it that Social Media is “The World’s Biggest Focus Group”. Why I get so excited about it is that it allows us to have conversations and really get in touch with people that are passionate about your brand. In traditional marketing (and I’m very much a fan of some of traditional marketing practices still), you are pushing, pushing, pushing. If the a tree falls in the woods, does it make a sound? Nobody knows. (That’s a whole other debate.)

But in the Social Media world, and this is where it can get sticky for larger brands…your fans will let you know exactly how they feel about you. And boy will they. But what separates the wheat from the chaff are the brands that are willing to take a dive, and be strategic of course, do a little listening, and enter the space. Have those conversations. Value your consumers. Think of Social Media as another tactic in your marketing arsenal. And don’t forget to budget for it. I’m a marketer that has worked in TV, Radio, Print, and now online. As I was telling one of my clients, On-line is becoming splintered or segmented — just like what Cable did to Broadcast. Embrace it! Amazing!

Comments are accepted and welcome!

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Nielsen: Social Networking Overtakes E-mail in Popularity

An example of a social network diagram.
Image via Wikipedia

Yeah, I know, I’m behind in talking about this announcement that Nielsen made oh, like 24 hours ago. It’s like a lifetime in the digital stratosphere. This is about Social Networking overtaking email. I read that headline and I thought, “Wow”. And then my follow-up thought was “That’s no surprise!”.

There are those of you who are reading this with your chins dropping. Let me help you close the gap. Do you have any idea of how much time people spend on Social Networks? According to Hitwise, the average time spent on Facebook as of May ’08 is 20 minutes. That’s up 56% in just a year. That is staggering!

If you think about it, it’s not like the Universe suddenly gave us an extra 20 minutes per day (but boy could I use it). So, where does that 20 minutes come from? Well, my educated guess is that it probably comes from 2 places — TV viewing, and emailing. My husband would probably say time away from him. (Kidding honey!) I’d actually have to do more digging on this. It’s the time taken from our usual email exchange we have with our friends and relatives over what we did today, who we’re on the outs with, American Idol and why we just need to lose those extra 5lbs. Basically, Social Networking has infringed upon the To/Send, and it makes it easier to “stay in touch”. The To/Send takes time for goodness sakes. I mean, a whole 2 minutes to craft a thorough update.  But now, the definition of “staying in touch” has totally changed in our culture the past 3 years. What was a phone call or an in-person meeting, has now become a Text, a Tweet,  a DM, or writing on someone’s wall saying “What’s up?”

The point is, very quickly, that Social Networking is here to stay and only getting bigger, badder and deeper. Email, well, could it go the way of snail mail someday?

This is only one marketer’s perspective. Got a comment? Comment! Want to get in touch, email me at Sheryl@savvystrategyonline.com.

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Newspapers Getting Smarter – Taking it Local

Image representing New York Times as depicted ...
Image via CrunchBase

Now, we’re starting to see some smart things happening in Media. But unfortunately for the San Francisco Chronicle and the Seattle Post-Intelligencer, it may be a too little too late.

However, one of my favorite iconic newspapers, The New York Times, is finally getting smart. From my local Brooklyn blog, Brownstoner, it was announced today that “The New York Times is introducing a hyper-local neighborhood blogging initiative today accepting postings on cultural events, bar and restaurant openings, real estate, arts, fashion, health, social concerns and anything else that goes on in the ‘SoHo of Brooklyn’. Beginning with pilot sites covering Fort Greene, Clinton Hill, Brooklyn and Millburn, Maplewood and South Orange, N.J., each site will accept text stories, photos and short films and will be overseen by a writer/editor from the Times.”

What I love about this announcement is that the Times is figuring out a way to build community. What’s also interesting, is that they are focusing on a very specific audience segment. Another really smart move. They are taking what’s important about Social Media – making it authentic, transparent and relevant and they are bringing passionate people together who love their neighborhoods — and connecting them. What’s also interesting is that I personally know that there has been a huge migration of people from these Brooklyn neighborhoods to these NJ, suburban communities. The authenticity by bringing neighbors together and connecting them is spot on. Maybe this is a real estate strategy too?!

What I don’t think people, who are new to Social Media understand, is that doesn’t always have to be about Facebook, Twitter or MySpace. That’s where other so-called strategists fall down when working with clients. They push to develop communities on these sites as a band-aid approach, but never really take a look at the over-arching digital strategy for the brand. That’s where I differ from other strategists. I want to know the business objectives and the total brand strategy when working with my clients. Shame on those who just push Facebook pages at you.

Sorry, I digress…Social Media is very much about connecting people with aligned interests. That’s what brings value to your readers and audience. And, in this case, the funny thing is that I happen to live in Prospect Heights, Brooklyn, right in the footprint of this social exchange — with many friends and relatives in South Orange/Maplewood NJ area. That hits me right in my “community”. So, NY Times, nice job. Really nice job. I just may go and contribute some valuable content to my community. Isn’t that what being social is all about?

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Who says you’re not creative?

I’ve been in the business world for the past 16 years – but I graduated from college 1 year younger than my classmates, so you do the math. My POV is that by your mid-30s we are all segmented into professions, with titles, that are supposed to mean something. We are evaluated on what that means, and what we get paid, and how that translates to our bank account…you get the picture.

So what I think happens to a lot of people, is that they “become” their assigned professional role. They become their company. They start to embody their professional life and it becomes their identity. My POV is that with few exceptions, and I’ll point to them later in another entry, you become your job.

What I have also seen, is that a lot of people become their societal roles — Mother and Father specifically amongst the 30+ gen (and by the way, I think those are the BEST roles in the world and look forward to when I have that role). What I see is that we lose our sense of self. We “become” what society tells us to become — our work and our role.

What we lose sight of is our dreams. We lose sight of how we want to continuously evolve — and that we have the choice to evolve. We achieve specific life goals, but we forget about what we dreamed of becoming as a child, a teenager, a college student — what we specifically aspired to in life.

However, with that said, I think that the creation of online communities, such as WordPress and Facebook, have allowed “my generation”, if you will, to pick up pen to paper or paintbrush to canvas and start to dream again.

I was first adverse to Facebook — I was like, “who has the time for this?”. I’m busy working. I am doing something important. The online medium is just another escape. It decreases our ability to communicate with humans. It is a barrier to open communication and it shuts us off. (I have a whole POV on texting and Gen Y regarding this, but for now I’ll remain silent)

But I think that the 35+ generation have really leveraged this medium beautifully. They are usually, and I say usually, expressive and are open to sharing themselves, and usually doing it with decorum and taste. There’s still a bit of mystery and getting to know you. They talk about their lives, their dreams, their fears, their hopes, their successes and their failures. It is refreshing to me and inspiring. It causes me to become creative.

Whether someone reads it or not. Reacts or not. Validates or not. We can be expressive with ourselves. We can also create.

I could get more spiritual, on how we have the ability to make choices and create our lives. I’ll talk more on that later. I also want to explore “choices” as it relates to the state of our economic environment…

But for now I’ll have you ponder on how you want to create, express yourself and dream. What are you dreaming of next?