How You Can Execute Social Media Successfully

You know you need social media to connect with customers. You are beginning to hear more success stories. But connecting the dots and defining how YOU can leverage social initiatives to win over customers has been elusive thus far. You are not alone – I hear this from so many. So let me help.

Almost one year ago, I wrote an article “Executable Game Plan for Winning Ultimate Customers with Social Media.”. I wanted to give some real examples and direction of how you could use the A-Path to deliver social media results. I made some simple suggestions defining how to find the right keywords to use; tweeting; reinforcing your position; using RSS, Facebook, LinkedIn and enewsletters; and establishing key one-to-one relationships with influencers. While all these examples are still applicable, generating positive results with them is a little more difficult than a year ago when I suggested them. Why? – The social space is more crowded now with more noise. You’re focus and objective must be to rise above the noise. Thus, this is kind of a re-look and a revamp a year later.

The way to rise above the noise is to have a kick @$$ marketing campaign using social media. Now I know there are many comments that social media is not a campaign; that it needs to be a continuous way of life for corporations, and I totally agree. It’s just that it should START the way marketers define campaigns, but run perpetually by having on going elements that always focus on relationships with your audience and delivering them value. The initial campaign definition should address solutions for accomplishing the sequential elements of the A-Path. How will I get someone’s Attention? Attraction? Affinity? How will I get them to be part of my Audience? And then turn some audience members into Advocates? Recognize that once you have advocates, they refuel the A-Path. They do crowd sourcing for you and get attention and attraction to your brand. This is what Jeff Hazylett often refers to as having others doing your marketing work.

So let’s take a quick look at ways to execute on the A-Path. Certainly not an exhaustive execution plan, but hopefully enough guidance that should put you on your execution path specific to your brand and its position …

Attention
First recognize the difference between being a known brand versus a start up. If you are a known brand, your “attention” efforts should be focused on endeavors that are likely to provoke sharing. Use your existing audience to tell their friends and network about your value. Put incentives in place. This could be as simple as bartering mentions (blogroll and tweet mentions). If you have a Facebook fan page, your members’ likes and comments show on their friends’ news feed. Getting them to “Like” the post makes your post show up on their friends’ news feed. This is a form of sharing and getting attention.

If you are not an established brand, you need to do something to stick out. DO NOT think, oh we’ll create something that will go viral. As Jay Baer says, “It is not viral unless it is.” Many have set out to accomplish this and failed … far, far more than those that have succeeded. Restating what I wrote in an article a year ago … understand how your target might capture information. Understand the keywords they use. Compare related keywords using Google Trends. Tag these keywords to your content. Define a plan for your content distribution looking at all the possible channels. Where is the target audience already congregating? Go there for starters and engage. Join the conversation.

Consider use of Twitter, YouTube, Flickr, Facebook, Tumblr, and other niche platforms, communities, and forums specific to your industry focus.

Attract
Gaining attraction is really just a continuation of getting attention. You’re activities and channels and really pretty much the same. But, once you get someone’s attention, you need to add two things to move them forward to attraction. First, you need to continue providing valuable information to them and reinforce both your brand position and the reason why you got their attention in the first place. Second, you need to engage with them. Not just broadcast. Think about what customer service really means and how you feel when someone at a company gives you the time of day, stops to respond to you, or simply says, “Thank you.” Continue to use the same social channels you used getting attention and engage there.

Affinity
You move to affinity from attraction by having a greater focus on relationships. This will be accomplished by continuous engagement. To quote Mike Lazerow of Buddy Media, “the only way to scale social is with people.” People want to do business with those that they feel comfortable with. It takes people to build relationships – not an automated process. Affinity means people are latching on to your brand. You want to increase the number of Twitter followers, RSS subscribers for your blog, followers on a Tumblr blog, Facebook fans, bookmarking of your content, etc. You need to set (continuous) campaigns to increase “opting-in” at these channels. There are three ways you increase these numbers: 1) define incentive promotions for signing up and friend-sharing, 2) continue to deliver valuable and/or entertaining content, and 3) cross promote your socials channels.

Audience
From an entertainment perspective, an audience is usual a group of people that have paid to see a movie, show, or concert. They are one step deeper than an affinity group because they have invested some equity. In social space, personal information is equity. It usually starts with a login name and password or could be as simple as an email address. Ultimately, you want customer information so you can segment them appropriately and interact with them. Recognize you don’t get this from your Facebook fans. I am not knocking Facebook – it is an awesome platform to engage with your audience, but I would argue that you can only go so far as gaining affinity with your target market on Facebook. If you really want to take this one step further and have a true social audience, you need to define where you bring together your audience and be able to collect information about them over time. Some examples include email newsletters and social networks platforms (OneSite, Ripple6, KickApps, Elgg, etc), (You should have an information collection strategy that aims at getting more data, slowly over time, as your participants get deeper into brand loyalty and usage. You do not want to turn them off by asking for too much early on. Normal relationship building principles apply similar to building your personal relationships.)

Advocates
Once you have established an audience you will notice some power users. These are the people that are on the platform on a regular basis, peruse most sections, and often are the most vocal. This subset of your audience represents potential advocates. The way to persuade them from being power users to becoming advocates is to acknowledge them and give them things that are special and unique. Recognition might be the most valued attribute as discussed in “The Power of Generosity” by Josh Bernoff.

So just a couple more things here. I realize this is long, but my wife has been bugging me to put some more useful information in my blog.

1) When I address the brands I work with, I often say one slide shows our social strategy. Here it is …

What I want you to take away from this is what I covered about the various A-Path steps described above. You start the early stages of the A-Path offsite. Then there is a cross over to your site or your platforms. You have the strongest success of the A-Path steps offsite in the beginning and the greatest success of the A-Path steps in the later stages on your platforms.

2) Many people ask me which social platforms are best. I have said numerous times, there is more to social media than Facebook and Twitter and even wrote an article “In Social Media, Twitter is Just the Start.” When selecting the most appropriate you should consider Brain Solis’ Conversation Prism. It was introduced in 2008, and an update was provided in 2009.

While new platforms continue to be introduced and gain popularity, the categories of social channels have not really changed. You should look at the bullet list of types social outlets, understand your target market preferences and plan appropriate places to get attention and attraction, build affinity and audience, and acquire advocates. I do really like the mind map method Solis recommends in the Conversation Prism V2.0.

This is a game plan to drive success, but no game plan ensures success. Winners take some calculated risk – they are not followers. Are you ready to be a winner and willing to create something new and innovative?

Make It Happen!
Social Steve

Winning with Social Media at Your Company: A Letter to the CEO

Dear CEO:

It is tough out there isn’t it? 2010 looks like an upswing year; it seems like everyone is talking about social media, Twitter, Facebook, and all; and you are trying to figure out how to leverage the new media to drive business results. You find yourself asking, “What are we going to do and who do I put in charge?”

Before we answer the question directly for social media leadership, let’s review leadership at your company for a second …

Who leads the strategy and execution to meet various business opportunities and challenges at your company now? I would guess you look for people that have business experience and have a track record of driving business results. Someone who understands the target market you serve, the influencer of that audience, has an understanding of what that target segment values, knows the competition, carves out differentiation, knows how to communicate effectively to drive brand awareness, and someone who drives innovation to maintain industry leadership and customer loyalty. Sounds like the CMO or marketing leader to me.

So now back to social media … I know, your CMO doesn’t really understand social media. To make it even more confusing we all see some of the social media players as snake oil salespersons, MLM schemers, or good honest people that are sharp as can be on social media, but a little green with regards to business and driving product/service revenue and profit. Heck, maybe you have even seen “The Social Media Guru” YouTube video … this certainly does not paint a good picture. But then again, everyone is getting on Twitter and Facebook and you know you need to as well. What to do? What to do?

Let me help a bit because I understand this social media thing can be overwhelming with regards to where to start. First off, I strongly suggest that you look to someone with sound business experience either with significant experience taking your product/service to market or with strong marketing communication skills. This is imperative, because you need a marketing/product/communication plan, as always, first. Social media should be viewed as an important part of your customer interfacing, marketing, and conversation (not just communication) channel. Social media is not a separate “thing”. It is another element that MUST be integrated into the entire business/marketing plan. The social media game plan needs to be owned by your marketing leader – it can not simply be handed to an intern to fill in the gaps.

Once you have selected your leader you should expect, demand of them, that they use continuous innovation to capture market leadership. Today that innovation is social media; tomorrow it will likely be something else. But leaders need to stay students for life, constantly leveraging their rich experience and continuing to learn what their domain area has to offer.

That said, I would like to share with you a few places/people I have learned from recently that have helped me to leverage my marketing, product marketing, and product management experience to drive results with social media. I am a perpetual student and always seeking people and places I can learn from. There is no shortage of places or people for me to thank for things I’ve learned about social media, but these few really rank tops:

Groundswell – Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff. This book is a full comprehensive look at social media, complete with case studies, alignment to existing business principles and practices, statistics, theories, and understandable explanations. The book was written two years ago. Many other books have been written since, but from what I have seen, no book has anything dramatically different to say or explain. It started with Groundswell and Li and Bernoff’s book is one I recommend. It will provide a most complete understanding of social media, influence your mentality and approach to implementation, and provide a solid basis.

Now you have your foundation and are ready. You want to set a plan and implement “Social Media Conversion and the Social Media Marketing Funnel”. In my blog, I have suggested the LCR Mentality, things you need to do “Before You Start with Social Media”, and even provided an “Executable Game Plan for Winning Ultimate Customers with Social Media”. But I give credit to Brian Solis for his guidance to answering the question, “What social media outlets do I use?” Brian has an excellent approach to help you determine where you get the most bang for buck (or time investment) when you look at social media outlets. (While Twitter and Facebook get the most hype, they may not return the best results, OR may require other social media outlets to produce great synergy maximizing results.) Check out Solis’ “The Conversation Prism v2.0”.

As I mentioned, you can not stay stagnant; stay ahead of the curve; know where things are going. This requires continuous participation in the social media forums and communities you find most helpful. But if you want a very thought provoking and insightful look at the evolution of the social web, I strongly suggest you read “The Future of the Social Web” by Jeremiah Owyang who was a Forrester analyst at the time the report was released. The report is not cheap, but there is a very good free overview called “The Five Eras of the Social Web” that is very informative by itself.

Social media is an extremely powerful toolset. Yes, there are many out there looking to cash in on a much hyped trend that give social media a bad name. But if you look to put social media leadership and management in the hands of an experienced, proven leader that stays current to maximize company and professional standings you will see winning measurable business results. Just think who you trust and who you want to give the keys to your business.

Best regards,
Social Steve