Archive for the ‘YouTube’ Category

How to Silence the Social Media Skeptics in Your Organization

December 21st, 2011

By Nina Buik, Chief Marketing Officer at HP Connect

Social media non-believers are unfortunately people we all have to deal with. It’s even more unfortunate when these digital skeptics are gatekeepers to funding or approvals in the corporate bureaucracy. Here are a few ways to tactfully silence the most commonly used arguments against social media—without risking your paycheck or your reputation.

Skeptic’s Argument #1: Social Media is Too Vast and Chaotic

Solution: Develop a simple, yet savvy social media strategy. Many skeptics are uninformed and intimidated by the ever-changing social media sphere, finding it to be unorganized and unpredictable. Laying out a results-based strategy tailored to your organization’s marketing plan can ease some of this anxiousness about losing control. Develop a social media mission—including analysis and desired outcomes—and distribute it to your entire organization. Make sure the social media mission aligns to your company’s mission statement, marketing goals, and PR objectives. Based on your social media mission, develop policies on the effective use of your brand by employees online. It may also help to cite case studies of industry competitors who have successfully leveraged social media and seen positive results.

Skeptic’s Argument #2: Social Media ROI is Too Hard and/or Expensive to Measure

Solution: Be creative in your budgeting, and set clear, measurable goals. Social media strategies should be incorporated into as many aspects of your company as possible. Many skeptics wrongly assume that social media falls strictly under the marketing realm, but this isn’t true anymore. Social media tools span numerous business areas, including sales, public relations, human resources, branding, and customer service. Make sure your budgeting takes all of these areas into account.

Also, social media communities provide a wealth of information and can serve as an instant method for obtaining feedback on your organization. Remember that your brand’s end users will join your community to share and obtain information in real time to help each other maximize the ROI from your brand’s products/services. They are actually providing your organization with invaluable insights regarding the use of your products or services for free! So make sure the skeptic is aware that social media is not an additional expense but can decrease current costs. It also helps to outline measurable goals when you present your social media strategy to company executives. Set easily attainable goals to begin with. If you are too lofty and unable to achieve your goals in the first few months, it provides the skeptic ammo to shoot down future requests for funds.

Skeptic’s Argument #3: Our Organization’s Reputation will be Affected by Negative Comments in the Social Media Sphere

Solution: Plan ahead and have a protocol for dealing with such issues should they arise. So the big question: Do you allow negative comments on your company’s blog, Facebook page, or forum? Let the skeptic know that allowing ALL comments to be posted reflects corporate transparency and can publicly show your followers when customer issues have been resolved. Use social media to sustain a dialog; encourage conversations and work your way through it. Even if the conversation is just a response to a customer’s negative comment, your organization can turn the sentiment around through genuine engagement.

It may also help to develop a list of worst-case scenarios and an action plan to deal with those issues should they arise. This will again ease a skeptic’s anxiousness. Also, appoint a respected employee from your organization to monitor social media activity and report feedback to high-level executives. These steps may be common sense and business-as-usual for most large companies, but it is surprising just how many small and medium-sized companies don’t implement these steps.

Skeptic’s Argument #4: Social Media isn’t for B2B/Non-Profit/Government Institutions Like Ours

Solution: Show them the list below. This argument is perhaps the most commonly used against incorporating a social media strategy. Most skeptics have the misconception that social media is somehow only relevant to B2C companies or online retailers. Numerous organizations from a diverse range of industries have used social media tools to cut costs, gain visibility, raise funds, and market themselves. This is a small sampling:

  1. The Nature Conservancy—(Lil) Green Patch Facebook App/Game: In 2008, the Nature Conservancy developed one of the first Facebook apps to raise awareness of deforestation through a fun, interactive game. According to the organization’s Marketing Director, the app has raised $67,000 for the organization and helped recruit 26,000 new Conservancy Cause members since its launch.
  2. HP Connect (Independent HP User Community) Personalized Social Network, myCommunity: A non-profit organization, Connect, uses its self-developed social network, myCommunity, to bring together its 28,000 members from more than 70 countries. The community plays an important role in organizing community webcasts, chapter meetings, networking, and member support. myCommunity also integrates with external social media channels, such as Facebook, Twitter, and LinkedIn.
  3. City of San Francisco—Government Services via Twitter and Facebook: Citizens of San Francisco can personally interact with their local government, thanks to the city’s numerous social media channels. In 2009, San Francisco launched the first integration of Twitter with a government agency (@SF311 on Twitter), making it easier for San Franciscans to report problems like potholes and graffiti. Brian Purchia, a former technology advisor for the city of San Francisco states, “These kinds of Gov 2.0 services are not only convenient but also save taxpayers money by reducing call center costs. In fact, after the success of the @SF311 Twitter handle, the city also launched a Facebook app last week for the same service.”
  4. Library of Congress—Twitter, Facebook, YouTube, and More: The Library of Congress (LOC) uses numerous social media channels to promote library news, events, acquisitions, and exhibits. The LOC also uses YouTube and podcasts to distribute “…video presentations on all sorts of subjects, from book talks by authors, scientific breakthroughs in preservation, and historical footage from the dawn of film.”
  5. American Red Cross—Using Social Media for Disaster Relief: The American Red Cross uses social media channels on an ongoing basis to recruit volunteers, raise funds, and improve operations. According to its website, “Every day, several hundred people talk online about how their lives intersect with the Red Cross. We read and learn from every conversation.” Twitter and Facebook also played a crucial role in helping the Red Cross raise approximately $200 million through its texting campaign after the Haiti earthquake.

Posted in Apps, Authenticity, B2B, B2C, Blogs, Branding, Budget, Cause Marketing, Community, Conversations, Crisis Management, Customers, Disaster Management, Emergency Preparedness, Engagement, Facebook, Government, HR, Interaction, LinkedIn, Marketing, Measurement, Monitoring, Networking, Nina Buik, Podcasts, Public Relations, Recruiting, Reputation, ROI, Sales, Sentiment, Small Businesses, Social Media Policy, Strategy, Texting, Transparency, Trust, Twitter, Video, YouTube | No Comments »

How to Overcome Your Own Fear of Social Media

November 2nd, 2011

By Phyllis Zimbler Miller, co-founder of Miller Mosaic

Have you recently found yourself standing in the checkout line at a chain drugstore hearing an ad for a product that includes a reference to social media? For example, you may hear, “Follow us on Twitter or ‘like’ us on Facebook to learn about our new products.” And you say to yourself, “I’m so glad I don’t have to worry about those things for the marketing of my company’s products and services.” If you’ve been reassuring yourself thusly, you’re dead wrong.

Social media is here to stay. And if you don’t want your competition to trample you into the ground, you need to get with the program right now!

The irony is that, once you admit you don’t know enough about how your company can benefit from social media, and you resolve to learning more, you’re already on the way to harnessing some of the power of social media. Why? Because the most effective use of social media is sharing information with others, as opposed to selling your products and services.

A little secret that makes a big difference: when it comes to social media marketing, almost everyone has to start at zero. It doesn’t matter whether you’ve grown up with Facebook or without computers, the concepts of using social media effectively for marketing have to be learned. Why is that? Because effective social media marketing goes against the grain of traditional advertising/marketing. Instead of pushing out our company’s messages, we have to share information with our prospective clients and customers, be responsive to answering their questions, and think of the benefits of our products and services from their perspective and not ours.

For example, consumers in the age of Facebook are probably not very interested in how many employees your company has or what your headquarters looks like. But they probably are interested in how much easier or more fun their lives will be if they use your products or services. And you can show rather than tell this by sharing information on social media sites.

Let’s say you manufacture a revolutionary new food blender. Besides sharing the revolutionary benefits of the new features, you can also sponsor a food blender recipe showcase in which people share their own recipes on your company’s Facebook page. Your food blender gets publicity created by its own fans. And those fans can share their enthusiasm for your new blender with their friends on Facebook, who can share with their friends on Twitter, who can post videos on YouTube, etc. And the concentric circles get bigger and bigger.

It’s okay to start at zero knowledge regarding social media marketing, as long as you commit to moving forward to an ever-increasing knowledge base. If you do this, you and your company can look forward to connecting with your prospective clients and customers in ways you never could have imagined possible only a few short years ago.

Posted in Advertising, Competitors, Customers, Facebook, Marketing, Phyllis Zimbler Miller, Twitter, YouTube | 1 Comment »

Social Media and the News

August 31st, 2011

By John Foley, Jr., Chief Executive/Marketing Officer at Grow Socially

Just 140 characters—140 strikes on the keyboard by thousands of people in a few-hour span was the culmination of one of the biggest news stories of this generation. When Osama bin Laden was killed, Twitter, among other social media sites, became the catalyst for a national frenzy.

“Twitter says bin Laden’s death generated the highest sustained rate of tweets ever,” according to an NPR release. “From 10:45 p.m. on Sunday to 2:20 a.m. on Monday, users pecked out an average of 3,000 tweets per second, according to Twitter. The traffic peaked at 11:00 p.m. on Sunday, minutes before the President’s televised briefing, with 5,106 tweets per second.”

“Twitter users are being credited with breaking the news,” said NPR, “thanks in part to a man in Abbottabad, Pakistan, who tweeted the details of the U.S. raid on bin Laden’s compound as they unfolded near his home (he was prompted by the sound of helicopters and gunfire but hadn’t known the reason for the commotion). Within moments, the man gained 14,000 followers.”

“If anyone isn’t a believer in Twitter as an amazingly powerful news vehicle, last night should convert you,” tweeted Chris Cillizza of the Washington Post’s political website, “The Fix,” the day after bin Laden’s death.

Also consider the recent tragedy in Joplin, Missouri. The tornado-torn town has been a hotbed for social media coverage. There have been videos uploaded to YouTube chronicling the destruction. And Flickr has seen an influx of photos from the natural disaster.

Facebook has also been a critical forum in Missouri. Jen Lee Reeves of KOMU radio wrote on MediaShift about the impact her station’s Facebook page has been having in the tornado’s wake. “My newsroom’s normally local-focused Facebook page quickly became a clearinghouse for updates about how mid-Missouri could help the tornado-ravaged community,” said Reeves. “Fans are using the page now to share news, photos, videos, information on relief efforts, and in general to connect with each other in a time of crisis.”

The tornadoes in Western Massachusetts also were chronicled in social media. Photos and videos were uploaded simultaneously as the area was hit with the unfamiliar and unforgiving weather.

Social media is tremendously successful when used as a reactive tool to breaking news stories. It has also become a consistent political podium, always open for announcements for anyone who feels like they have something to say. For example, Newt Gingrich announced his candidacy for the 2012 Presidential race on Facebook and Twitter, and he also released a web video. Even more recently, Mitt Romney released a YouTube video explaining his intentions to run for President, one week after tweeting a desire to run again.

Social media’s legitimacy is skyrocketing. Internationally relevant political news has been broken by social media, and one can’t help but take notice.

The gravity of these stories is immense. We condense them into a Facebook status or a 140-character tweet. This does not diminish the importance of the events; rather it amplifies it. We have taken our social networks and made them the fastest possible avenue for our news.

Posted in Crisis Management, Disaster Management, Emergency Preparedness, Events, Facebook, John Foley Jr., News, Osama bin Laden, Photos, Politics, Twitter, Video, YouTube | No Comments »

Social SERPs: Social Media’s Growing Influence on Search Engine Results Pages

July 27th, 2011

By Dana Todd, Vice President of Performance Innovation at Performics

In “ancient” times (circa 1999-2009), traditional search engines were a one-stop shop for people to search, find, consider, and purchase things online. Then social media emerged. Facebook—with the help of Twitter, Foursquare, and others—enabled people to search, find, consider, and purchase things online with a little help from their friends. Now people spend more time on Facebook than on Google. According to comScore, Facebook drove ten percent of all Internet pageviews in 2010.

Google and Bing are keenly aware of this new reality. To keep their users, they’ve recently adapted by layering social on search. And to stay relevant, they must continue to make search engine results pages (SERPs) more social. Google and Bing have started by incorporating various social aspects into their SERPs—from reviews in Google Place pages to tweets in real-time search to embedded user-generated YouTube videos. Google’s new +1 button enables searchers to “+1″ (or “like”) search results, so that other searchers, like their friends, can see that a result was helpful. Similarly, Microsoft has partnered with Facebook to incorporate Facebook “likes” into Bing SERPs.

The effort to socialize search has resulted in SERPs that are controlled by 1) the brand owners and 2) the consumers—more appropriately called the “participants”—and by extension, their networks. In ancient times, brand owners exercised the most control over their brand’s SERP goodwill. Today, brand owners still control the SERP’s paid search ads (“paid content”) and can employ SEO tactics to boost digital asset visibility (“owned content”). But the participant has the most control over the SERP’s “earned content”—opinions, reviews, recommendations, social chatter, and videos.

There’s no doubt that the social SERP complicates search engine marketing (SEM); it requires brands to take a grassroots approach to reputation management—one that starts on the social networks. And brands must accept that their SERP goodwill is built with their customers’ participation and collaboration. When a person searches for a brand, they now see results potentially influenced by friends’ opinions, links, and experiences. Search engine marketing thus becomes word-of-mouth marketing.

The good news is, word of mouth can be influenced at its source—the social networks:

  1. The first challenge is building and organizing a meaningful number of participants (i.e., building the fan base). Twitter Promoted Accounts and Facebook Engagement Ads provide a creative platform to gain fans/followers through guaranteed reach. For instance, Redbox gained 269,000 Facebook fans in ten days using Facebook Engagement Ads (counting direct ad impacts only; nearly twice that number joined during the period measured, above normal baseline, which appears to have been influenced from seeing their friends join). Redbox incentivized people with ad copy that offered a free video rental to anyone who “liked” its brand.
  2. Once a fan base is established, the second challenge is mobilizing those fans/followers to talk positively about the brand—ideally in venues or channels that are indexed by search engines. This can be accomplished through incentives, promotions, polls, questions, or by creating highly sharable content. For instance, Baskin Robbins mobilized its 18,000+ Twitter followers on April 27th through its 31-cent scoop night promotion, which included a charity campaign partner. On April 27th, so many people were tweeting about the promotion that a Google search for “Baskin Robbins” showed a first-page link to 300+ real-time results.
  3. Third, keep it up. Sometimes the most difficult part of marketing is consistency and long-term commitment. Given that digital marketers consistently complain of being overworked and under resourced, it’s no wonder there are so many “ghosts of social media campaigns past” floating around out there. The companies that are succeeding the most in harnessing the powers of social media are distributing the workload between various departments (e.g., customer service, HR, PR, and marketing) and regularly inserting highly creative campaigns to keep the momentum going.

Of course, there’s the other side of the coin—the negative social media conversations that can make their way to the SERPs. Once again, these conversations can be influenced at their source. Savvy brands today employ social listening tools to uncover what people are saying and quickly address customer issues/gripes before a negative conversation spirals out of control. In many cases, these “fixes” become part of the social SERPs and can help offset any negativity. This becomes important in presenting balanced information for consumers and search engines. (Recently, there’s evidence that Google is using sentiment analysis that may weigh against a site or asset based on negative reviews).

As search becomes more social—and social drives more search—influencing participants to engage in positive social media conversations around brands is fast becoming the most important tactic to fund. Social media itself links customer experiences seamlessly from device to device, and it is thus of significant value as consumers move through the screens of their lives and express their intent through more search tools than just Google and Bing. Winners in social media can more easily be winners in mobile search and barcode/QR code search, Internet television, news search, and beyond.

Posted in Bing, Branding, Cause Marketing, Collaboration, Conversations, Customer Experience, Dana Todd, Facebook, Facebook Engagement Ads, Foursquare, Google, Incentives, Listening, Mobile Marketing, Mobile Search, Polls, Promotions, QR Codes, Search Engine Optimization, Search Engine Results Pages, Sentiment, SEO, SERPs, Social Search, Twitter, Twitter Promoted Accounts, Word of Mouth, YouTube | No Comments »

Social Media Marketing on a Shoestring

July 20th, 2011

By Kent Huffman, Chief Marketing Officer at BearCom Wireless and Co-Publisher of Social Media Marketing Magazine

If you’re a small business owner or manager—or even a corporate marketing executive with a very limited budget—and you’ve been wondering how you could leverage social media to help grow your business, you’re definitely not alone. Almost every marketer I know is having to deal with limited financial resources in 2011, primarily because of the challenging economic times we’re facing right now. So what do you do?

No Money? No Matter!

In most cases, success in social media marketing doesn’t necessarily require a large financial investment. But depending on your level of involvement, it may demand a significant commitment of time. Jessie Paul, author of the book, No Money Marketing: From Upstart to Big Brand on a Frugal Budget, says, “Unlike media such as TV, radio, print, or even Google Adwords, which are capital intensive (i.e., the more money you have, the more successful you are likely to be), social media in its current form is labor intensive.” But because of the magnitude of the potential opportunities presented by social media marketing, that investment is often a wise one. Jessie goes on to say, “Social media gives marketers a chance to be in direct contact with customers. That is very hard to get in any other media and is worth quite a bit of experimentation to achieve.”

I’ve been active on various social media sites (including Twitter, Facebook, and LinkedIn) since early 2009 and have been amazed at the benefits and opportunities that activity has brought to me and my company in a relatively short period of time. As Jessie suggested, I didn’t have to invest very much of my marketing budget to reach my social media marketing goals, but I did spend a lot of time developing strategy, content, and most importantly, relationships. I have to say it has been worth every minute.

Key Social Media Channels and Sites

If you’re just starting down the social media marketing path, an important first step toward making the most of the online social scene for your business is to select the right channels and tools to use. Robbin Block, author of the book, Social Persuasion: Making Sense of Social Media for Small Business, says, “Knowing your own abilities and the impression you’re trying to make can play a big part in the types of sites you choose. There’s a big difference between creating original content and simply participating. For example, posting a response or voting is much different than writing an article. If you’re a creator—that is, you have the time, talent, or inclination to create original material—then content sites are a good choice.”

“Whether you choose to be a creator, a participant, or a blend of both depends on your strategy,” adds Robbin. “Certain types of small businesses are a natural fit with particular social media categories. For example, a speaker might post a video on YouTube, list events in online calendars (like Yahoo! Upcoming), and upload presentations to SlideShare. If you’re short on budget but long on talent, that may help you decide. Writers may choose blogs, videographers may choose content sites, social animals may choose networks, and subject experts may choose Q&As.”

Reaping the Benefits of Conversations

Once you’ve selected the right social media channels and sites for your individual situation, you’re ready to join the discussion, build relationships, and ultimately reap the benefits.

Recently, Network Solutions and the University of Maryland (UM) conducted a compelling study about the use of social media in small businesses. “Social media levels the playing field for small businesses by helping them deliver customer service,” says Janet Wagner, Director of the Center for Excellence at UM’s Robert H. Smith School of Business. “Time spent on Twitter, Facebook, and blogs is an investment in making it easier for small businesses to compete.” Connie Steele, Director at Network Solutions, added, “Tough market conditions mandate small businesses to think and act creatively to sustain themselves. Social media can be the best friend for small business owners who constantly seek new ways to maximize productivity while keeping costs low.”

And those same challenges apply to most every marketer, no matter how small or large his or her organization may be. Eric Fletcher is the Chief Marketing Officer at McGlinchey Stafford (a commercial law firm based in New Orleans) and is one of the most popular CMOs on Twitter. He frequently writes about social media marketing-related issues. Eric says, “The ultimate goal of any social media marketing effort should be to enhance the brand and move forward on a continuum that leads to a new or deeper relationship with the target. Nothing accelerates the establishment and deepening of relationships like the give-and-take of conversations on social media.”

Eric is also acutely aware of the budgetary challenges marketers are facing today. “In an environment where marketing budgets are frozen (if not shrinking), a robust social media strategy is based more on the investment of time than dollars,” he notes. “We have always understood two things: the value of word-of-mouth marketing and the need to ‘fish where the fish swim.’ In social media, those two essentials come together—giving any enterprise, regardless of budget, a way to have a daily conversation with a world of prospective customers.”

Posted in Blogs, Budget, Channels, Content, Conversations, Customers, Facebook, Kent Huffman, LinkedIn, Marketing, Relationships, SlideShare, Small Businesses, Strategy, Tools, Twitter, Word of Mouth, YouTube | No Comments »

The Online Newsroom: The Factory that Runs a Brand’s Content Engine

March 23rd, 2011

By Ed Lallo, Principal at Newsroom Ink

Google your company’s name and see what comes up. Do the stories at the top of the search results reflect the business you’re running? If not, why not? Maybe it’s because your company has a better story to tell than is currently being told.

Facebook, Twitter, YouTube, and Google have changed the playing field for integrated marketing communications. What has not changed is the need for companies, organizations, and even politicians to communicate their stories from a unique perspective that only they can offer.

Social-integrated marketing communications offers an ever-increasing amount of tools to connect with targeted markets, but what has been lacking is a centralized content engine that drives conversation and integrates the elements of the promotional mix of advertising, public relations, direct marketing, and sales.

The online newsroom is the factory that runs a brand’s content engine. It’s the place to address brand issues, public relations, crisis management, marketing, and communications—all aligned with the CEO’s agenda. It’s the one place that consumers, vendors, and employees—as well as local, national, and international media—can obtain stories, photos, and videos told from your unique perspective, 24 hours per day.

But an online newsroom can be much more than just a newsroom. It can become the “landing site” for the social media efforts of companies, organizations, and political campaigns. The online newsroom translates your corporate agenda into a compelling story that the press, your customers, employees, vendors, and stakeholders want to read, learn more about, believe in, and contribute to on a regular basis. Using a proven model that delivers timely and influential news, the newsroom becomes an indispensable tool for a brand’s communications program.

A recent study of online newsrooms by the Corporate Executive Board—a member network of the world’s leading executives that spans more than 50 countries and represents more than 85% of Fortune 500 corporations—showed online newsrooms to be the top channel for disseminating information and effectively telling a company’s story.

Dynamic online newsrooms are not about pushing the company agenda from the top down, but instead letting the voices of others tell your story in a way that increases the credibility of your company’s brand. This “corporate journalism” style adds balance and influence and gives your brand a unique distinction.

With cutbacks in budgets, staff, and resources, print, broadcast, and digital media have turned to online newsrooms to obtain information and story ideas. According to the 2009 Journalist Survey on Media Relations Practices conducted by online public relations site Bulldog Reporter, “Public relations practitioners should shift their energies to online newsrooms, blogs, and social media,” and “journalists’ usage of these technologies continues to increase.”

Most importantly, online newsroom results are measurable. A recent study for the Louisiana Seafood Promotion and Marketing Board by Cision, a leading media tracking firm, found that for a three-month period, media exposure of Louisiana had reached an estimated audience of more than 3.4 billion in the United States. The Board used the online newsroom as the content engine, supported by traditional PR, Twitter, and Facebook.

Turning the online newsroom into a landing site for social media creates a centralized place to openly engage audiences, tell your brand’s many stories, and paint a picture of the uniqueness of your organization. It is like inviting someone into your house so they can see everything at a glance, and at the same time, putting the CEO’s agenda in the middle of the news.

Posted in Advertising, Blogs, Branding, Content, Crisis Management, Ed Lallo, Engagement, Exclusive Content, Facebook, Google, Integrated Marketing, Journalism, Marketing, Measurement, Newsroom, Photos, Public Relations, Sales, Tools, Twitter, Video, YouTube | 2 Comments »

Fueling the Social Media Engine: How Building Relationships Online Drives the Growth of Brands

February 16th, 2011

By Luis Gallardo, Managing Director of Global Brand & Marketing at Deloitte

The world’s most successful brands go the distance. Beyond logos, colors, and shapes, brands endure over time and geography, attempting to do what no other commodity or service offering before them could do—or better yet, promise.

Brands are expected to perform, and customers expect nothing short of that promise. In fact, one must think holistically about the brand by understanding how multiple stakeholders are interacting, sharing, and perceiving the value of the promise across hundreds of brand touch points around the world. Then, one must get personal by understanding how emerging media and other Web 2.0 communities impact the development and maintenance of meaningful relationships—an emotional bond and distinctive brand experience for customers and stakeholders.

Is your organization capitalizing on emerging media technology as a key brand-enhancing activity to help differentiate it from the competition?

At Deloitte, the largest private professional services organization globally, social media is not just another buzzword. We boldly anticipate the success of social media in helping our people and clients to step ahead in the marketplace. Pragmatic in our approach, we are building on the success of several social media marketing campaigns to continuously grow our brand within the professional services market.

Our recent success with the 2010 Deloitte Fantasy Football engagement program, for example, allowed our 170,000-member firm practitioners, as well as our clients, to highlight their pride in cultural diversity, their love for the game of soccer, and a relentless approach to staying a step ahead of the fantasy competition during every World Cup match game. In addition to being an all-around fun game, Deloitte Fantasy Football was a strategic brand-building initiative that relied heavily on the power of building relationships online via social media channels, peer-to-peer recommendations, and real-time collaboration among colleagues, friends, and clients.

Social media platforms (Facebook, Twitter, and LinkedIn, in particular) played an integral role in sustaining the momentum and energy behind the campaign, week after week. In fact, the results of the campaign exceeded our expectations:

  • More than 80% of Deloitte member firms actively promoted this event, leveraging unique opportunities for local market fit.
  • There was a ten-fold jump from Deloitte Australia’s original 3,000 participant count in 2006 to an impressive 33,848 total number of participants who registered to play the game in more than 160 countries.
  • More than 61 percent of the Deloitte workforce participated in the competition, complemented by a respectable level of client participation at 34 percent.
  • More than half a million unique online visitors from 162 countries and territories came to the competition site. More than 15 percent of these visitors had not previously visited a Deloitte Web site.
  • Each visitor spent an average of 7.38 minutes visiting the Web site—an equivalent of more than 4 million page views.
  • The Deloitte Fantasy Football campaign directly impacted our overall social media profile. We grew our official Deloitte Facebook page during that time from a fan base of 2,000 to more than 77,000 active users. Deloitte now has the largest global Facebook presence among its professional services competitors.
  • More than 40 Deloitte member firm practitioners from the South African firm acted as “green dot” reporters by blogging about the spirit of the live games.

Deloitte continues to shift perception from being just one of the Big Four to being the market-leading private professional services organization—in a category of one. To help accomplish this goal, Deloitte Fantasy Football (as well as other brand engagement programs) allowed our network of member firms to build on the exciting momentum of the world’s largest sports phenomenon, while exposing stakeholders to a variety of brand messages that appeal to clients and talent. By supporting these relationships in online social media applications such as Facebook, YouTube, Twitter, LinkedIn, and blogs, Deloitte continues to break away from the pack.

Using social media as part of the marketing mix, Deloitte is able to authentically embrace the interests of its people and clients in a non-traditional way. From weekly engagement levels provided by Facebook metrics to a whole new database of potential clients, social media is a strategic business driver with the potential to positively impact lead generation, brand reputation, and risk, as well as advancements in thought leadership and new product development.

Posted in Blogs, Branding, Collaboration, Competitors, Customer Experience, Customers, Engagement, Facebook, LinkedIn, Luis Gallardo, Marketing, Relationships, Strategy, Thought Leadership, Twitter, YouTube | 1 Comment »

Social Media Marketing in a Crisis: VISIT FLORIDA and the BP Deepwater Horizon Oil Spill

November 17th, 2010

By Will Seccombe, Chief Marketing Officer at VISIT FLORIDA

The Challenge

On April 20, 2010, the BP/Transocean Deepwater Horizon oil rig exploded and sank, resulting in a massive offshore oil spill. The spill became the top news story of the summer, and the live video feed of oil gushing from the failed “blowout preventer” was a real-time, persistent reminder of the largest environmental disaster in U.S. history. In fact, 99 percent of Americans were following the story of the spill, 54 percent were following it closely, and virtually everyone was talking about it.

The stakes were high for the Florida tourism industry. Every year, 80 million people visit the Sunshine State, and more than 25 percent of those visitors choose Florida because of the 825 miles of beautiful beaches. Those visitors spend more than $60 billion and support nearly one million Florida jobs, making tourism the largest industry in the state.

As the official tourism marketing organization for the State of Florida, VISIT FLORIDA had managed hurricanes and “red tides” before, but the uncertainty surrounding this situation was unprecedented. How and where would the state’s coastline be affected? How do you balance the interests of directly impacted areas with unaffected areas fighting misperceptions? How do you keep visitors informed and continue to encourage travelers to visit the state? How can a marketing company be a trusted source of information in a time of crisis?

The Response

VISIT FLORIDA’s response to the oil spill focused on open, transparent, and proactive communication to provide consumers and stakeholders with easy access to credible local information to help them make informed decisions based on facts—not misinformation or confusion. An aggressive integrated communication program was launched on April 30 in coordination with the activation of the state Emergency Operations Center (EOC). (A complete timeline of VISIT FLORIDA’s response to the crisis depicts exactly what occured and when.)

The first step in addressing the spill was the activation of a Florida Travel Update on VISITFLORIDA.com, with daily updates on the status of Florida’s coastline from the EOC, as well as links to official information and FAQs from the Department of Environmental Protection, the Department of Health, and the Department of Agriculture.

As the centerpiece and call to action for all crisis communications, VISIT FLORIDA developed and launched a new digital platform, Florida Live. Florida Live is a unique combination of content from Facebook, Twitter, YouTube, Flickr, and live Web cams that allowed travelers to see with their own eyes that, despite the massive media coverage, Florida was in fact open for business.

VISIT FLORIDA also activated Floridians from around the state to counter the negative images spewing from the oil spill. Residents were encouraged to upload real-time photos of their favorite beaches to Facebook, and more than 2,000 time-stamped photos were then featured in real time on Florida Live.

To communicate the scale of the state’s tourism product and address the hyper-local nature of the crisis, VISIT FLORIDA added Twitter feeds to the Florida Live site from local convention and visitor bureaus with up-to-the minute information on the status of their beach communities. The site also linked to live Web cams from around the state, daily fishing reports, daily videos, daily photos, blogs, and live weather reports.

Additionally, VISIT FLORIDA’s official corporate blog, Sunshine Matters, served as a hub of stakeholder communications to coordinate, inform, and align the tourism industry and to share industry resources.

The Results

The marketing response was both visible and credible:

  • 44 percent of Americans were aware of VISIT FLORIDA’s marketing efforts.
  • 49 percent attributed the marketing efforts to VISIT FLORIDA by name.
  • 73 percent said they trust VISIT FLORIDA.
  • Traffic to VISITFLORIDA.com increased 46 percent in June and 16 percent in July versus the same periods in 2009.
  • People who visited the Web site were 31 percent more likely to visit Florida before Labor Day.
  • Most importantly, total visits to the state increased by 3.4 percent in the second quarter (in the heat of the oil spill crisis) versus the same quarter in 2009.

Florida Live has since been recognized as a best practice in crisis communications, primarily because the Florida tourism industry embraced it, the media endorsed it, and consumers trusted it.

Posted in Best Practices, BP, Crisis Management, Facebook, Flickr, Marketing, Oil Spill, Photos, Tourism, Transparency, Twitter, Web Cams, Will Seccombe, YouTube | No Comments »

Integrating Social Media with Mobile Marketing

August 11th, 2010

By Shelly Lipton, Chief GrownUp at GrownUp Marketing

Traditional advertising channels—including print, broadcast, and online display ads—are perfect places for prompting users to text a keyword to an advertiser’s code in order to enter a sweepstakes or receive a discount coupon. This has been the foundation of mobile marketing since its infancy, but today’s savvy marketers are beginning to realize that social networking via channels like Twitter, Facebook, MySpace, and YouTube can spread the word even faster and more effectively.

Mobile marketing—interactive, real-time messages sent to consumers via their mobile devices—has taken its place as the advertising world’s “third screen” (in addition to television and computer monitors), and the promotional potential is unlimited. With mobile’s appealing “act now” incentives, consumers can do most of the legwork by sharing the information with their friends via their social media networks to enable an advertiser’s mobile campaign to go viral.

Here’s a sample scenario of how it might work: A national pizza chain launches a mobile marketing campaign to offer a “buy one, get one free” coupon. The company is already running TV spots and targeted online display ads to drive awareness and interest in the promotion. With the help of its ad agency, a message will be added to the TV spot that says, “Text TWOPIZZAS to code 74642 to receive a two-for-one coupon for a large pizza!” Consumers who see these ads will text the keyword and receive, via their cell phones, a digital coupon that can be redeemed at the local pizza store in their area.

Here’s where social media comes into the mix. If it’s a strong enough offer, a consumer will tell his or her friends on Facebook and Twitter that the local pizza place is offering a great deal. Those friends will tell their friends, and so on. They’ll all end up on the pizza place’s Facebook page, where they can find other share-worthy discount coupons.

According to a March 2010 article in Mobile Marketer, access to Facebook via mobile browsers grew 112 percent in the past year, while Twitter experienced a 347 percent jump, according to research by comScore. In the same article, comScore’s Director of Industry Analysis Andrew Lipsman was quoted as saying, “I think the key finding is that there appears to be a natural synergy between social media and the mobile platform. That we’ve seen such dramatic growth on Facebook and Twitter via mobile browsers is testament to this fact.”

It’s clear to both experts and observers that mobile marketing and social media are growing up together. Millennial Media’s S.M.A.R.T. Report for April 2010 revealed that social media represents 11 percent of all campaign actions on its network. And according to eMarketer in March 2010, 650 million people globally are using their smartphones for tasks such as e-mail and social networking.

With purchases of goods and services via mobile devices expected to reach $200 billion in 2012 (double what it is today), the linking of mobile marketing and social media is a marriage made on Madison Avenue.

Posted in Advertising, Coupons, Facebook, LinkedIn, Marketing, Mobile Marketing, MySpace, Research, Shelly Lipton, SMS, Twitter, YouTube | No Comments »

Social Media Marketing: So Much More than Tools

June 23rd, 2010

By Frank Reed, Principal of Frank Thinking

With the whole field of social media marketing coming together over the past few years, there has been a feeling of constant change. Twitter has gone more mainstream in the past 18 months, Google Buzz has jumped into the fray, Facebook fan pages have gained momentum, and corporate blogging is getting the true attention it deserves. As a result, it will be important to quickly recognize what actions a company must take in this frantic environment so time and resources wasted are limited.

The first focus, and perhaps the most important one, is avoiding what I call social media “tool mania.” This condition results from people getting caught up in the swirl of experts and gurus crying out for everyone to be using Twitter, Facebook, LinkedIn, blogs, and any other tool that is available in today’s social media marketing marketplace. The implication being if you are not using these tools, you are not an effective marketer.

What has thus been created in this initial wave of social media marketing efforts is a focus on the tools to be used with little or no consideration for the business application of the tools. I tell people that while a screwdriver is a fantastic tool, you are not going to paint a house with one. The same basic theory applies to social media marketing. If a tool such as a Facebook fan page or a blog simply does not fit your business needs, then you may not need to have one. Social media heresy, I know, but more often than not, these ill-conceived efforts end up costing companies valuable time and resources with little or no return.

So why the rush to apply these tools without the appropriate assessment of the business application? Well, people don’t want to seem like they are not current or cool. Since “everyone” has a Facebook fan page or Twitter presence, then I have to as well, right?

First, the statistics don’t bear out the “everyone is doing it” theory. A Burson-Marstellar study published in February 2010 shows that 65 percent of the Fortune Global 100 had active accounts on Twitter, 54 percent had a Facebook fan page, 50 percent had a YouTube channel, and 33 percent had corporate blogs. While encouraging, these numbers really say little, because having a presence is no indication or guarantee of success. Just look at the graveyard of Facebook presences that haven’t been updated in months and blogs that have been left to rot on the vine. These do more damage than good, so were they really a smart use of resources? Not likely.

So what are we to do? Well, it’s pretty basic. Research where your customers are, determine how your competition is engaged in social media, get the right resources in place, establish KPIs that are truly measurable, and then proceed with business acumen and solid business common sense. Be careful, though, because many of the social media “tool purveyors” don’t have the business skills and knowledge, due to lack of overall business experience.

A general who takes his troops into battle with plenty of weapons but no battle plan would be labeled a fool. My question then becomes is there any difference in a social media marketer doing the same thing?

Posted in Blogs, Facebook, Frank Reed, Marketing, Tools, Twitter, YouTube | No Comments »

In the Trenches: The Reality of Social Media for Business

June 9th, 2010

By Amy Howell, CEO of Howell Marketing Strategies

2009 will be viewed as the year that the social media tidal wave hit, taking most businesses by surprise. But 2010 rings in promising new opportunities, more optimism in the economy, increased advances in technology, and with it, increased focus on digital marketing and social media marketing for most businesses.

In social media, like anything else, practice and learning by doing makes us better. We learn from mistakes and get better as we go—just like surfing. Kudos go out to those individuals and organizations who grabbed their boards, jumped in, and attempted riding this dynamic, changing wave.

According to MediaPost, 2010 will be the year of reckoning for marketers and social media. Forrester Research released a list in December 2009 predicting that companies will create cross-functional teams aimed at sharing ideas about social media and will get serious about budgets, efforts, and policies. The report also suggests that an “increasing number of marketers will adopt listening platforms to monitor social media.” A lot has been published online recently about predictions, trends, and stats, so I won’t repeat it all here, but it’s out there—just Google it!

So here’s the question: Boil all of this down, and what does social media really mean for businesses? As the owner of a PR and marketing firm, I have daily contact with every client of our firm, and many are still asking, “What does social media have to do with our business?” My response: Everything or nothing. We have advanced some clients’ strategies and have been able to point to some revenue generation due to social media engagement. And that is the key: engagement.

Social media itself is not a strategy. Success means using social media strategies to drive traffic to businesses to create opportunities, develop relationships (human interaction), and generate sales that actualize revenue. So from the daily trenches, here are some of my experiences that I share, hoping they are helpful.

  • Expect and anticipate the continued debate over social media ROI, especially for small businesses. We hear a lot about large corporate users, but remember that they have the resources (both human and financial) to use social media. The irony here is that the smaller the organization, the better the results (and speed to market) of the campaign. So if you are a small business, that means you have really big opportunities. Large companies are often too bureaucratic and political to agree, collaborate, and move quickly, and some spend too much time letting lawyers and HR dictate strategy (which is not the right way to do it, in my opinion).
  • View social media as a positive for your business! It’s giving us access like never before. You can ask a question on Twitter, for example, and get great advice and answers from some of the most brilliant people in the world. How cool is that? If you use Twitter correctly, you don’t need a research assistant.
  • Use traditional marketing planning to mirror key social media strategies. Social media is not an alternative to traditional marketing but a vehicle to advance what’s always worked. Get your plan together, focus on creative ways to market your business (generate revenue), and then apply the appropriate social media strategies to the plan. Budget for the time—and the resources—it will take to implement social media strategies. That can be a challenge for small companies, yet the rewards are far too promising.
  • Establish a corporate policy based on the appropriate culture, goals, and objectives of your organization. The best policies are the simple ones, and getting key players in the business together on the same page when it comes to social media is critical. Social media will fail if the stakeholders and/or owners don’t agree. For example, Kodak has one of the best social media tips and policies document I have seen. It’s brief, straightforward, and there is no way you can misinterpret its intent.
  • One of the most important issues to consider when applying social media strategies is the value of communication. Never in the history of business has it been so easy and efficient to communicate with mass amounts of people (customers, potential customers, the media, etc). What price can you put on that?
  • Pick your social media channel. The main channels and tools for businesses will be Web sites, blogs, Twitter, Facebook, and YouTube. There are certain strategies appropriate for certain vehicles.
  • If nothing else, listen and learn! Use social media as a way to monitor what is happening and take advantage of information. For example, Twitter is a great way to listen and monitor due to its real-time search feature.

Never in my 25 years in corporate marketing has there been this much excitement, and 2010 will be the year for organizations to realize actual revenue for their social media efforts.

Posted in Amy Howell, Channels, Facebook, Marketing, Twitter, YouTube | 1 Comment »