Archive for the ‘Authenticity’ Category

8 Mandates for Social Media Marketing Success—#4: Establish Trust

By Kent Huffman, Author of 8 Mandates for Social Media Marketing Success

The success of virtually every brand relies largely on the bond of trust generated between customer and company. That same bond can obviously be created between individuals as well. But as is the case with Mandate #3 (develop relationships), trust also has to be earned.

To begin with, authenticity is essential in your social media messaging. Whether you’re speaking for your organization or yourself, always be you—just plain old honest you. Pretending to be someone you’re not is a shortcut to a credibility gap, and that spells trouble in the trust-building business.

Being the real you—and growing the trust factor—needs to come with a good dose of personality as well. However, don’t exhibit the steamroller mentality: a pushy, get out of the way, I’m on a mission-type attitude. On social media, it’s too easy to distance yourself from people like that just by unfollowing or unfriending them. So instead, strive to be known as a thoughtful, considerate, supportive member of the social media community.

Exhibiting an inquisitive nature and a funny bone can help keep you in good standing, too. A great sense of humor is always an effective ice breaker and door opener. In addition, strive to be as transparent as is reasonable. The more open and honest you’re willing to be—and the more information you’re willing to share—the more credible you’ll appear. And always do what you say you’re going to do. Nothing will impact trust in a positive way more than living up to your commitments.

As a marketer, you must realize that responsiveness also plays a major role in building trust. Especially when you’re dealing with a complaint or other negative issue, be prepared to address it head-on, and do so quickly.

(This is an excerpt from Kent’s new book, 8 Mandates for Social Media Marketing Success.)

Next: 8 Mandates for Social Media Marketing Success—#5: Demonstrate Leadership

Posted in Authenticity, Branding, Commitment, Community, Honesty, Kent Huffman, Messaging, Personality, Transparency, Trust | Comments Off on 8 Mandates for Social Media Marketing Success—#4: Establish Trust

When Crisis Knocks: Being PR Savvy through Social Media

By Amy Howell, CEO of Howell Marketing Strategies

Social media has been a game changer for PR folks across the board. No matter what type of business, industry, or organization you are in, social media means you can run for a minute, but you sure cannot hide.

I have been in PR and marketing for more than 20 years, working mostly in B2B organizations, and I have witnessed the drastic shift in how we communicate the corporate messages—good, bad, and ugly. I think that in order to appreciate and use what we’ve learned, it’s sometimes important to look back and think on what worked then, how things have changed, and what lessons we can carry forward to improve our role as PR professionals.

In the “good ole days” when agencies had fat budgets and big offices, often the PR strategy was crafted to “spin” a story a certain way to try and control the outcomes. Sometimes it would work, sometimes it would not. Either way, that control is largely gone with the use of social media, smartphones, and mobile communications.

I hear and read often that companies can’t control their stories. That’s only true if they let it get out of control in the first place. Sometimes it gets out without anyone doing anything. An explosion or fire would be this type of crisis. The media is relentless when it comes to a crisis, and a company has to be ready to be totally “bombarded” and handle all inquiries. A very tough skin is needed for this, as dealing with a heady crisis and doing good PR is not for the weak or inexperienced.

I have only had two really bad crisis client PR projects and—though we got through them as well as we could have under the terrible circumstances—it’s highly stressful and downright scary work. I’ve had CNN, AP reporters, international calls, and the local media all on my back at once, and there is no class or training that can prepare you for the actual day that happens. But I learned a ton, didn’t sleep much, and added great depth to my experience in PR under pressure.

Now, onto the three main points I would like to make. Corporations with big news to tell (good and bad) need to understand a few key points:

  • The art of being proactive and always anticipating what can happen: When crisis comes—often by surprise—you must immediately be ready to anticipate what will happen next. I cannot stress enough the importance of having a crisis PR/communications plan ALREADY WRITTEN before something happens. The most common thing to anticipate is that people love to talk about a crisis, which means you will have two major projects: one is dealing with and getting accurate information to the media (you want them on your team, and they can make or break you) and dealing with comments that are posted on the Internet. Immediately, you need a team that’s social savvy to monitor what’s being said, and you will need this 24/7. How you handle these steps is critical. In dealing with the media, you must be fair and straightforward, and you must set the pace. When we had crisis #1, I set up a system to communicate with all the media and used different tools to post information. The first was the posting of updates and statements as they became available to the top of the client website. This helped us do two things: control information in written statements and mass distribution (we didn’t have time to do press releases). The second tool was the use of the wire; we monitored the Internet. It took a team of four to six people dedicated to this, and I worked remotely in the client’s conference room for days.
  • The discipline and intelligence to use confidentiality and non-disclosure agreements: I hate to say “duh,” but I said it. Companies and organizations that can’t keep information from leaking out deserve what they get. And I would fire any communications staffer immediately if I found out he or she talked about highly confidential information. Rumors cannot exist if you want good PR results. For example, last year, one of my clients (and large employer) announced the decision to relocate its corporate headquarters to downtown Memphis. The CEO, COO, CFO, and legal team made everybody—including me—sign a non-disclosure. I had the pleasure of coordinating the press for the announcement and the event we held onsite. That was a difficult “secret” to keep quiet, but we did it, and that’s proof that companies can indeed control when big news gets announced, how it’s announced, and to whom it’s announced.
  • Telling a story well through both traditional and social: I think social media has given us the transparency we need to find real, truthful information and has forced companies and organizations to be more diligent about being truthful. My dad always told me that if you tell the truth all the time, you never have to worry about telling a story—a powerful lesson. Social media gives us great channels to be truthful and to be transparent. Social media has changed PR in many positive ways, and I think that the positives far outweigh the negatives. All of this is why companies need to already be “in” the game of social. Establish your footprint and tell your story, so that when you have to defend yourself in a crisis, you can. As my good friend and social media consultant @GlenGilmore says, “Build your tribe before you need it.” And believe me, one day you will need it.

Thanks for reading this, and I’d love to hear how social media has helped or hurt you in a crisis.

Posted in Amy Howell, Authenticity, B2B, Confidentiality, Crisis Management, Honesty, Marketing, Messaging, Mobile Marketing, Monitoring, News, News Releases, Public Relations, Smartphones, Stories, Transparency | Comments Off on When Crisis Knocks: Being PR Savvy through Social Media

Wow, What a Story!

By Adam Karwoski, Founder of Social Brand U

Isn’t social media cool? Since I graduated college in 1992, I’ve been involved with two of the biggest fundamental shifts in communications in our history: mobile phones and social media. I started selling cellular phones in 1994 for BellSouth Mobility and just left that industry last summer. I started dabbling in social media since that time, and I’ve uncovered a new-found passion. Long story short, six months later, I’ve started my own social media consulting company. (I think that’s kind of cool, too. Owning your own business is part of the American dream, right?)

I began to put pen to paper to find out what really jazzed me about social media. What’s the catch? In my last blog post, I talked about a friend of mine who in 2009 asked me if I was on Facebook, and I said, “No, I’m not 16 years old.” Little does he know that I remember that comment to this day.

Here are the reasons why I think social media is cool and why people love it, companies love it, and our culture loves it:

  • I love technology, and I think we all do. Social media is a new kind of technology. In a lot of ways, it’s a lot like cellular technology back in the day. You couldn’t see the voice transmissions of a cell call, but making a call on a Motorola flip phone was just “cool.” Social media is real-time communication on a speakerphone with the world, where everyone or just a few loved ones can see talk, write, send videos, share photos, write articles, find jobs, get advice, or listen to what their favorite movie star or football player has to say. Technology is awesome, and social media has taken it to a new level.
  • Our entire existence is based on relationships. No matter where we are or what we’re doing, chances are we’re communicating constantly and building relationships. A hundred years ago, it was around a campfire in the wilderness. Fifty years ago, it was in a mother’s home over tea and Tupperware. Today, it’s online and on our smartphones almost every hour of every day. There are plenty of downsides to social media, but that’s for someone else to write about. I love people, I love building relationships with people, and I love to learn from other people. Social media allows me to do all three all the time—and that’s cool.
  • The best parts of social media are the stories; e.g., your story. Everyone has a story to tell. And I would argue that almost everyone has a compelling story to tell. If the volume of books, articles, and blogs are any indication of how many of us have a story to tell, then it makes complete sense to me why social media has exploded in recent years and will continue to evolve, expand, and become even more popular. Small business owners are learning that social media allows them to listen to their customers’ “stories” while allowing them to share their own. That conversation is taking place every day on social media.
  • Stories draw people in. There’s power in telling stories. Look no further than Hollywood (Mark Zuckerberg has a cool story to tell). And social media success stories are everywhere, especially in business. Many small businesses understand social media and use it quite effectively because they haven’t forgotten how to tell their stories, which helps build relationships with their customers. But it requires you to be transparent and genuine. That builds trust. Trust with your customers builds your business. And whether it’s an idea, a product, or a vision, people buy from who they know, like, and trust.

Technology, relationships, and stories. Those are the reasons why social media has exploded. What’s your story? Whatever it is, share it and start a conversation. You will build relationships with others that will inspire, teach, encourage, and “wow” you.

Posted in Adam Karwoski, Authenticity, Blogs, Conversations, Customers, Facebook, Inspiration, Listening, Networking, Photos, Relationships, Small Businesses, Smartphones, Stories, Transparency, Trust, Video | Comments Off on Wow, What a Story!

Five Tips to Leverage Your Social Media Strategy

By Jeffrey Hayzlett, author of The Mirror Test: Is Your Business Really Breathing?

Traditionally, ROI means “return on investment.” And that’s a very important component to consider in any marketing strategy. However, it can be difficult to track when it comes to zeroes. In the absence of hard numbers, ROI becomes something I call, “return on ignoring.” It’s especially relevant in your social media strategy.

Social media is happening with or without you, so what’s the worst that can happen? Most likely nothing, but consider that via Twitter and Facebook, the worldwide impact of the death of Osama bin Laden was readily apparent. The leading social analytics company, PeopleBrowsr, demonstrated these results in a recent blog post. There were more than three million mentions in the U.S. and hundreds of thousands of mentions in countries like Brazil, Venezuela, and Canada in the 48 hours after the news hit.

Another great example: during the Super Bowl, folks were tweeting and commenting on the commercials. The reach and impact of companies advertising during that event was just as important and viable via social media as it was through traditional commercials during the game.

Five tips to leverage your social media strategy:

  • Overcome the challenges and capitalize on opportunity
  • Set a policy for engagement
  • Decide who speaks for your company and make sure they speak with one voice that represents your organization and brand
  • Get out there—establish and protect your brand
  • Quality over quantity—your message must have value and impact

Even if you’re a small company with a limited budget, you can still achieve big impact. If your message is relevant and genuine, and you listen to your customers, they will often sell your product or service for you.

Posted in Authenticity, Brand Champions, Branding, Customers, Engagement, Facebook, Jeffrey Hayzlett, Listening, Marketing, Messaging, Osama bin Laden, ROI, Small Businesses, Strategy, Super Bowl, Twitter | Comments Off on Five Tips to Leverage Your Social Media Strategy

Dare to Be Radically Transparent

By Jeffrey Hayzlett, author of The Mirror Test: Is Your Business Really Breathing?

I speak frequently about the value of social media, that’s no secret. And how we use social media is as important as how we use any other medium. Social media is now the mainstream. There’s no going back.

Take the Super Bowl ads for example. Not only were they on during the game, but they also had a social media component. Now people watch TV and tweet at the same time. For those who question whether we can really do that—they said the same thing when they added radios to cars. It’s real, and it’s happening.

Companies who thought they once controlled their brands are realizing that social media is the new norm. It’s not about catchy slogans—it’s about listening and being radically transparent.

So what is radical transparency? It means we need to be genuine in our approach. Don’t just spew forth information. Social media is about hearts and minds, not ears and eyeballs.

That said, it’s also about being who you are. If I say, “bite me” in a post, it’s because I mean it. You may disagree, or you may not like it. But for me, radical transparency is all about being true to who I am, and it’s also about being true to you. What works for me is what works for me. It will be different for you—and for everyone else out there as well. That’s why it’s called “social” media and not “one kind” media. The old rules don’t apply in the same way. For as many fans as you have on Facebook or followers on Twitter are the number of ways it can be done.

And ultimately, we all have a choice in who we follow or friend. If you don’t like what I have to say, you have the choice not to follow me. And we can agree to disagree. At the end of the day, those who follow me know that I’m the big, brash guy from South Dakota who tells it like it is, really wears those cowboy boots, and loves to ride horses. I’m me, and I won’t change who I am.

So be true to who you are—in social media and in business. Be radically transparent.

Posted in Authenticity, Branding, Facebook, Honesty, Individuality, Jeffrey Hayzlett, Listening, Relationships, Transparency, Twitter | Comments Off on Dare to Be Radically Transparent

Questions and Answers about Relationship Marketing and Relationship Commerce

By Ted Rubin, Chief Social Marketing Officer at OpenSky

1: Relationships: how do you build them online?

I believe everything we do in our personal and business lives revolves around relationships—now more than ever. With effort, an online relationship may begin from the request of a Facebook friend or following someone on Twitter. But make no mistake—that initial request or follow will never create the relationship. Trust is built upon interaction, when you’re true to your word, authentic, and genuine. To build relationships online, you (as a brand or individual) have to offer value in return.

Be it via valuable information or personal introductions, engagement and interaction will remain key. By asking questions and proposing ideas, you can engage your followers in such a way to give them the ability and reason to respond. Then when they do respond, interact with them to solidify your relationship, lest it fade away. Directly acknowledge their response, ask follow-up questions, and share their insights with others. Follow me on Twitter (@TedRubin), and you’ll see what I mean. The more responsive you are to your audience, the more responsive they’ll be to you. And that’s where relationships are born.

2: What is the true value of a fan or follower to a marketer/brand?

I believe many are looking at this in too narrow a fashion. Everyone is trying to assign a dollar value to a Facebook fan or Twitter follower instead of addressing the fact that engagement and interaction that takes place in these mediums are incredibly important to a brand. Building a relationship with existing and future customers is the true value and strength of social media marketing. ROI is certainly incredibly important whenever investing, but companies have to start looking at ROR (“return on relationship”) when planning, strategizing, and most importantly, evaluating social marketing.

A new study shows that those who are fans or followers of a brand on Facebook or Twitter are significantly more likely to buy products and services or recommend the brand to a friend. Specifically, the study by Chadwick Martin Bailey and iModerate Research Technologies found that 60 percent of Facebook fans and 79 percent of Twitter followers are more likely to recommend those brands since becoming a fan or follower. And an impressive 51 percent of Facebook fans and 67 percent of Twitter followers are more likely to buy the brands they follow or are a fan of. Considering Facebook’s 400 million-plus users, the opportunity is great for social media marketers.

3: ROR: exactly what is that?

Facebook fans, retweets, site visits, video views, positive ratings, and vibrant communities are not measureable financial assets—they aren’t reflected on the balance sheet and can’t be counted on an income statement—but that doesn’t mean they are valueless. Instead, these are leading indicators that a brand is doing something to create value that can lead to financial results in the future. In addition, these relationships can be leveraged through initiatives, campaigns, and events to create real dollar value for a brand. In other words, ROR = return on relationship!

In a fast-paced digital world, defining and maintaining our relationships has become unexpectedly difficult. Social media has enabled us to connect with an infinite number of individuals; it has given us the tools to extend relationships that years ago would have been impossible. Yet make no mistake—social media is a facilitator of relationships, but it is not the relationship itself. You have to give to get. It’s so simple in concept yet not always easy to wrap your arms around when online since it is not as simple as a favor, a hug, or a handshake.

4: What is “relationship commerce?”

The way I see it, we’re overdue for a revolution in retail. So many of us have been sharing our passions and discoveries, it’s about time we acquired tools that empower us to share in the economic benefits. I believe that our economy is experiencing a monumental shift toward an era of increased self sufficiency. We all need to learn to earn, to provide for ourselves. We can’t continue to live dependent upon the (one time) security blanket of big corporations, parent companies, and traditional jobs. They may not always be there.

How many of you spend more than 10 hours a week on your online presence? 15 hours? 40+ hours? How many times have you recommended something to a friend, and how many times have you made a purchase based upon the recommendation of a friend? How many of us wish that our passions, our energy, and our influence could evolve away from pure hobbies and into a revenue stream? Relationship commerce—sharing what you love with others and facilitating their ability to buy it—easily can be a piece of that puzzle. That’s how it can make shopping better. Relationship commerce is simple yet novel: it’s commerce that emanates from people you know and trust. It’s this interpersonal exchange, the relationship, which differentiates relationship commerce. Life is not just about financial exchange, and neither is commerce. Relationships matter!

5: What can marketers do in the next five minutes to apply this information?

A great Twitter behavior that is often overlooked as being important is thanking people for retweeting you and for giving you a mention/shout out. So say thank you. Engage. Ask questions. Propose ideas. Give your followers/fans the ability and reason to answer.

Most misunderstand Twitter. It’s not a broadcasting tool for marketing, but an extremely valuable networking, experimenting, and seeding tool. And always remember we all have lurkers—those watching and following our conversations. Even though they do not make themselves known, they are there. So be aware.

Posted in Authenticity, Branding, Engagement, Facebook, Relationship Commerce, Relationship Marketing, Relationships, ROI, ROR, Ted Rubin, Twitter | Comments Off on Questions and Answers about Relationship Marketing and Relationship Commerce