Tag Archives: social media

Digital Marketers Should Start to Build Relationships Off of Their Home Court

digital marketing

A good part of my working day is spent thinking about how I am going to build an audience from zero to one million and beyond. I have recently started at a new company where I am responsible for social marketing and audience development. (DivorceForce is an Online Community for those in a divorce, contemplating a divorce, or seeking knowledge to better plan their future… launching August 3rd) So as I have the responsibility to grow and cultivate the audience, I want to share with you my strategy for doing so.

I am lucky to have an exceptional digital platform with stellar content and forums for engagement as a starting point. You cannot have a mediocre home base and expect people to value your offering. Likewise, yon cannot build the field of dreams and just expect people to show up. This is the reality and challenge for all digital marketers.

I go back to a concept I have been preaching for well over five years. Some of you might be familiar with my A-Path methodology. If you want a full explanation of the A-Path, please see the “Holistic Social Marketing” section in the piece titled “Three Social Marketing Fundamentals”. For now, I want to concentrate on the beginning part of that path where you get people’s “Attention” and get them “Attracted” to your brand and its digital presence.

In the referenced piece I take you through the theoretical steps. But here, I will share with you the exact operation I am practicing. My objective is to collect followers and drive people to our site. BUT while that is my objective, my execution has to be externally driven, not internally driven. Thus my approach is to find people in my target segment that I can help. This is key … helping people. Try to captivate them by simply helping them. Aren’t you automatically interested in someone if they truly help YOU? Marketers are often handicapped at this, as they are often too caught up in their professional responsibility. This clouds their strategy and execution to the detriment of attracting people.

The first step of my execution is to select a limited number of keywords. The keywords are used to search social platforms, blogs, and other online media sources. I use the search to better understand people’s behavior and communication on the topic of interest. First I listen. Then I plot how I can get engaged in the conversation. It is not just about helping people… flattery goes a long way. I want to reinforce people that represent a similar position to that of my brand. I want to tell them thanks, great job, and what an inspiration they are. This emphasis must be authentic. At the same time I still want to find people that need help. I want to be there for them. I forget about my internal objective for a while, but really just want to find the right people and determine the best ways to engage with them – either reinforce what they are doing or support them in some manner. This is the essence of social marketing relationship building. At the same time, I start to determine which people have the greatest reach and influence on my potential target audience.

As I start to engage with people, I find the right moment to mention my brand and possibly our online assets. This must be at an appropriate time. Not forced. Not pushed. Following the A-Path approach, I want to make sure that I am attracting people (not being pushy with them). I want to introduce them to my brand digital assets when I really have their interest and start of trust.

Once you get people to your digital assets you must wow them. You only have one chance to make a first impression. You can further read the A-Path approach in the section recommended above to learn about building affinity, your audience, and advocacy. For now, I just wanted to share with you how you get audience development started. Often, that is the hardest part. Even if you are not starting at zero, don’t you need to build your audience? Think about the approach I have recommended here and …

Make It Happen,
Social Steve

1 Comment

Filed under brand marketing, marketing, social marketing, social media, social media marketing, Social Steve, socialmedia, SocialSteve, website

There Are Only Two Things People Want from Your Brand’s Social Presence

brand social presence

How many brands’ posts’ get added to social channels in a given day? Some massive number close to a gazillion. (Now that is some empirical data for you :)) But how many of those posts actually resonate with the intended target audience and get shared. Unfortunately, the number is the inverse of a gazillion. That is because only a small minuscule percent actual gain traction. If you stop to think about it, you might get appalled at how much time, money, and effort are meaningless for brand social marketing.

So stop. Get back to basics. And at a high level reflect on why anyone would give any care to your brand’s social presence. It comes down to two simple mentalities. They want compelling content and they want a connection that makes sense for them, not you. Lets break these down a bit.

Compelling Content
Compelling content (from the audience’s perspective, not yours) must consists of educational and/or entertaining information. That is it. Forget all the other junk. Your audience wants to learn something important. And when I say your audience wants to learn something from you that does not mean product/service features. Give your audience something that enlightens them.

Content need not always be informational. It can be entertaining. If you go this route, think of your brand as a media company as part of a billion other media companies in a market. How is your entertaining content really going to stick out in a very crowded field?

It is worth noting that content can be both informative and entertaining. If you want more information on producing stellar content for your audience, I have written a number of articles on this topic. Some suggested pieces are:

Think of Content Marketing as Gift Giving All Year Round
4 Tips for Winning Content
Delivering the Content You Audience Wants
A Content Marketing Approach That Works

Connection
Yes, some people really value connections with brands. But that is only the case if you make it worth their while, not yours. Forget about connecting with customers. Your mentality should be to connect with friends that happen to patronize your business. Friendship mentality. Not customer mentality. If you connect with people in this approach, I guarantee that you will build strong relationships that pay dividends. Friendship means being there when someone needs you. This is how brands must treat their customers. Put your agenda on the back burner and the needs, wants, and desires of your target audience at the forefront. Have empathy for your target audience and be proactive to their wishes. Stay engaged.

You need both a winning content and connection strategy, plan, and execution.

I have painted a very competitive and crowded environment where it is tough to stick out. But the fact is I am still most bullish on social brands. Nothing can build stronger brand love than a great social presence. It is just a matter of doing it right or not doing it at all. Right by your audiences’ terms. Not your agenda.

Make It Happen,
Social Steve

6 Comments

Filed under brand communication, brand marketing, brands, community, content marketing, marketing, social marketing, social media, Social Steve, socialmedia, SocialSteve

The Social Marketing Interest Pyramid – Successful Social Marketing By Industry Sector

Do you think there are greater interests hearing what Beyoncé has to say in social media or greater interest in a bar of soap? Beyoncé clearly wins out. But that does not mean that there is not a strong opportunity for less interesting brands to create meaningful and measurable social marketing presence. You just need to understand your place in the world and have an applicable strategy and plan. Or better yet, you need to understand your target audience’s world and where you can effectively and appropriately fit in.

Without a doubt, the sports and entertainment industry is at the top of the social marketing interest pyramid. People hunger for information, pictures, videos, and stories about famous people. Heck, some may not be famous. Just a bit crazed or out of the norm in what they do. Just look at the success of reality TV.

social marketing interest pyramid The next level on the social marketing interest pyramid is nightlife and traveling. Here there is very strong interest by many people with regards to “what shall we eat?” and “where should we go?”

Next and closely related is food and fitness. How many recipe sites can there actually be? Just ask my wife and I as we try to plan an evening dinner that works for the entire family and doesn’t take over an hour to prepare. Fitness is also a highly popular topic for perpetual exercisers or people looking to lose weight quick. While this industry group has a very strong digital and social presence and interests, I would also say it is the most saturated.

The point with all these industry sectors that are highly scoured on the Internet and other digital applications is that even though there is great interest, you must produce awesome, unique, and compelling content to rise and be heard above the noise.

The next-level of social interests comes from brands that are social movements or can closely tie a social movement to their brand.   Probably the pinnacle example of a social marketing meets social movement is last year’s ALS Challenge. Now of all the worthy causes in the world, do you think that many caring people had ALS charity on the top of their list? ALS did a great job of spreading awareness and support for their cause via social marketing. And then there are other for profit brands that can closely tie into a social movement. For example a beer company that takes on socially responsible drinking. Or using an industry sector mentioned in the previous grouping, a social program for “a better you” from a fitness brand. Academic tutoring; health products; technology companies investing in schools – all of these (and others) are examples of aligning a social movement to product/service offerings.

Then there are brands that solve problems that naturally meet the needs of a select group. These types of brands do best to talk about problem solving … the problems their product/service were created to overcome. This is far more effective in winning an audience than speaking about the produce/service specifically. Typically this is the case for B2B companies but there are definitely companies in the B2C realm that fall into this category (i.e. tax services, lawn care, etc.)

At the bottom of the social marketing interest pyramid are utility brands such as personal hygiene, soaps, consumer package goods (CPG), etc. Many people would say why would I want to engage with these brands. Do I really want someone posting about good soapsuds or something like that? But there really is a grand social opportunity for these brands. These types of brands must have a complete understanding of their target audience. The audience’s interests, motivations, and overall behavior. Brands in this category must play to their audience, not a brand agenda. Let me give you two brands that do a stellar job by playing to their audience as opposed to their product. The first is Dove soap. Dove understands that their market is primarily women. They understand their markets’ challenges and build social campaigns that promote women’s self esteem, leadership and inspiration. The second example of a brand truly understanding their audience and delivering content and social engagement to meet their interest is Red Bull. Their audience is likely a young male looking for extreme and crazy adventure. Red Bull works like a media outlet fueling their audience with awesome content to garner much awareness and loyalty from their target audience.

What I hope you get from this article is that, yes, there are some brands that are inherently positioned for social marketing as a nature of their brand category. There are others that seem like they would not fit, but that is really not the case. Think about developing a social movement that makes sense for your brand. Think about a social cause driven by audience (as is the case with Dove). Think about social memes driven by audience (as is the case with Red Bull).

Social marketing works for all brand categories. Sometimes the brand category makes it easy to produce compelling content and generate engagement. But if it is easy, it is likely that there is more competition for the ears and minds of your audience. So you must make sure you are providing something unique and worthy of attention in a crowded space. If your brand does not seem to be in a category that people want to socialize, gain a solid understanding of your audience and play to their interests and motivations as highlighted in the Dove and Red Bull examples. In any event, use social marketing wisely and you will increase loyal customers and advocates.

Make It Happen!

Social Steve

2 Comments

Filed under brand marketing, brands, social marketing, Social Steve, SocialSteve

SocialSteve Answers – Is Social Media Dead? Is Social Marketing Dead?

Given my name, Social Steve, you are probably thinking I will answer these questions from a very subjective manner. But let me assure you, that is not the case. I will answer the questions from the most relevant perspective – examining audience behavior.

social media marketing dead or alive

Recently I read an article where Fred Wilson (one of the sharpest Venture Capitalist on the planet) stated “the social media phase of the Internet ended.” He goes on to say, “This may have happened a few years ago actually but I felt it strongly this year. Entrepreneurs and developers still build social applications. We still use them. But there isn’t much innovation here anymore. The big platforms are mature. Their place is secure.” While technologists may have hit a saturation point, people use social media ubiquitously in some form. A VC may not see a need to continue to evaluate social technology, but should marketers continue to see strong opportunities in social marketing?

If you look at Facebook these days, it is easy to say social marketing is dead. Organic reach of brand posts is at an abysmal one or two percent. Yes there continues to be opportunities for paid social to allow brands to target specific demographics for their native ads. You have to pay to play. The days of brands doing daily postings may have reached the end of usefulness. But before you dismiss social marketing, let me remind you or enlighten you that half of Americans get product recommendations from social media.

I would take this one step further and say more and more people get recommendations before purchasing products. These recommendations come from friends, online reviews, industry experts, family, and colleagues. Social media may or may not be the vehicle for this product recommendation. While the exchange of this information may or may not be digital, digital technologies including email, text, blogs with product reviews, etc. have exponentially exploded word-of-mouth marketing.

I often do social marketing training sessions for companies. I start off by defining social marketing. As I prepared for an upcoming session to be delivered this week, I included a slide I usually deliver …

social marketing defined

But for this upcoming session, I chose to highlight the communication between social users talking about the brand as opposed to communication and engagement between the brand and individual audience members. This is because new social platform algorithms limit organic reach and hamper communication between brand and user. There needs to be greater marketing attention focused on motivating users to communicate and share the brand amongst themselves.

Social marketing is not simply the use of social media. Social marketing is the art and science of inspiring communication from one person to another (or group of people) on behalf of the brand. The successful outcome of social marketing is motivating word-of-mouth marketing.

Is there anyone out there that believes that word-of-mouth marketing is not extremely valuable in motivating lead generation? Social marketing is far from dead. Anyone who is dismissing social marketing either a) is not following their target audience, or b) is allowing Facebook to be the sole platform that represents social marketing.

We need to understand our audience and evolve as they evolve. People share product/service recommendations and information that cannot be monitored and tracked by marketers. Emails. Text messages. Reading an article and/or review to yield purchase decision. These actions (and many more) are called dark social. Dark social is the word-of-mouth marketing that happens but happens in the dark … it cannot be seen.

Social marketing continues to be an important aspect to spawn lead generation. Marketers need deep commitment to developing programs that motivate people to share recommendations of their product/service. There are new innovative tactics required in social marketing. It is not as simple as putting up Facebook or Twitter posts anymore. But the foundation of social marketing, that is, the strategy and plans to get your product/service shared, is still alive and most important today.

I will emphatically declare that social marketing is far from dead. Your turn. Chime in.

Make it Happen!
Social Steve

6 Comments

Filed under brand communication, social marketing, social media, social media marketing, Social Steve, socialmedia, SocialSteve, Word of Mouth Marketing

Top 14 Social Steve Digital Marketing Blogs of 2014

social steve top 14 of 2014

2014 was a pretty good year for digital and social marketing. We saw a number of companies make deeper investments in digital marketing. Many companies began to reap success as shown by their audience-focused, creative, and analytical approach.

I am most appreciative of your support and interest in my digital marketing perspectives, guidelines, and coaching in the past seven years. I am especially grateful for the increased audience growth in the past year. If you have not been able to keep up with me this year (or have and want a simple review) here are the top 14 posts of the year. Please comment and also let me know if there is something in particular you want me to cover in the coming year.

Until then, as I always say (and MEAN) …

Make It Happen,
Social Steve

14. After 10 Years of Facebook, 10 Things You Should Know About Social Marketing

13. The Content Development Plan Every Marketer Should Use

12. Experimental Marketing and the Importance of Being First

11. Why Your Budget Must Include Website Re-Investment

10. Why You Need a Chief Engagement Officer

9. 5 Marketing Musts for a Successful Year Ahead

8. Here is the Deal with Facebook

7. Successful Social Marketing – Integrating Content and Community

6. The Dramatic and Fundamental Change in Marketing and What You Need to Do

5. Enough Smoke … Here is How To Build a Social Media Marketing Strategy

4. Facebook is Dead for Brands, Now What?

3. Top 7 Reasons Why Brands Fail at Social Media

2. Social Media is NOT Social Marketing and Why It Matters

1. Here is the ROI for Social Marketing

1 Comment

Filed under content marketing, digital media, Facebook, social marketing, social media, social media marketing, social media organization, social media ROI, Social Steve, socialmedia, SocialSteve

9 Factors Separate Social Marketers that are Ready to Kick Butt

It was seven years ago that my marketing career took a new turn to the world of social marketing. I noticed early, that brands would lose some control of their position and reputation as dictated by the democratized public. The people had a strong set of platforms to share their likes and dislikes for companies, brands, and products. In fact these objective opinions and declarations trump brand-marketing communication. The audiences’ voice is loud and moves fast.

Then I felt like I was pushing a boulder uphill in social marketing. But now I see the struggle easing and a good deal of the smoke clearing. I see that brands want to plug into their audiences’ behaviors and actions. Companies have a strong interest in leveraging digital and social technologies. Trepidation has been replaced by exuberance and to outsource or employ knowledgeable and experienced social marketers. And now I see that there are a number of social marketers ready to kick butt and make a real difference in empirical results that align to companies’ KPIs (key performance indicators).

social marketing success

So what are those successful social marketers doing that set them apart from wanna-bes? There are nine factors or social marketing practices that when executed together distinguish social marketers that will rise to the top.

1) Strategy – A while back I wrote an article “Where You Start in Social Media Strategy Defines Where You End Up.” You cannot just “do social.” You must start with a mission, goal and objective, and follow up the documented strategy with a plan.

2) Listening – When it comes to social marketing, I know you are talking, but are you listening. A key element to building a relationship is listening. I always liked the line; “we have two ears and one mouth so we should listen twice as mush as we talk.” Social marketing champions listen to people talking on the brand’s digital and social assets and the ones that the brand does not own. They listen for brand mentions as well as keywords that are relevant in the brand category.

3) Empathy – probably the greatest factor in social marketing success is having complete understanding and empathy for your audience. Successful marketers understand their audience. They know what turns them on and turns them off as well as what motivates them to deliver word of mouth marketing for the brand.

4) Messaging Strategy – this is a function straight out of marketing communications 101, but at the same time not an area the social marketer always tackles. Shrewd social marketers know exactly how they want their brand to look and sound in social channels. They make sure all communication and correspondence uphold the brand image they desire in social communications.

5) Content Strategy and Plan – In order to have a successful brand social presence, you need to have a continuous and compelling stream of content. Brands need to think like media companies. Many marketers find it difficult to shift from an advertorial mentality to a softer content marketing approach. (Required as a function of target audience perception and behavior.) To help here, I have offered advice. Start with three articles from this year – a) “4 Tips for Winning Content,” “Delivering the Content Your Audience Wants,” and “The Content Development Plan Every Marketer Should Use.”

6) Sharing – the best social marketers understand and plan how to get their brand content shared. It is more than simply having social widgets attached to a blog article. Rich relationship building and seeding various calls to action spawn greater brand sharing.

7) Personalization and Engagement Plan – in the day and age where just about every brand is going to partake in social media, successful brands need to be most relevant to their audience. Relevance comes from understanding individuals through engagement and personalization. Leading social marketers increase relevancy to their audience by having personalized communication and well defined engagement plans and then fine-tuning them based upon executional results.

8) Community – More and more social marketers and community managers are learning from the strengths and shortcomings of having a brand presence on Facebook. They are learning the true value of having an online community of loyalists and advocates that can be unleashed to do marketing on behalf of a brand. Now, Facebook has practically abandoned non-paid brand presence. At the same time, brand communities activate loyalists to produce advocates. Given these circumstances, I recommend you check out “Successful Social Marketing – Integrating Content and Community.”

9) Know How to Measure Results – I do not care what role anyone has in any line of business. You have to show results that are meaningful to the executive team. For social marketers this means going beyond “reach and engagement” because most executives I know cannot translate “reach and engagement” to their KPIs. If this is an area that still has you befuddled read “Here is the ROI for Social Marketing.”

So yes … I think there is a fair share of movers and shakers in the social marketing arena. And yes there are still a greater number of fakers out there. But the point is that you now have a large enough talent pool to go after to make a difference in your business. Drill into your candidates and make sure they have experience in the 9 areas I outlined above. And as always, if you have a question or need some help, contact me.

Make It Happen,
Social Steve

3 Comments

Filed under brand marketing, brands, community, content marketing, Facebook, loyalty, marketing, marketing plan, social marketing, social media, social media marketing, social media ROI, Social Steve, socialmedia, SocialSteve, Word of Mouth Marketing

Facebook is Dead for Brands, Now What?

Facebook deadIn the summer, Facebook reduced the organic reach of brand’s posts to less than 2% of the brand’s likes. With dismissal results like this, why are brands continuing to have a social strategy that includes Facebook?

According to a Facebook spokesperson, “We’re getting to a place where because more people are sharing more things, the best way to get your stuff seen if you’re a business is to pay for it.”

Fast forward to the present and Facebook is reporting record growth. The company earned $2.96 billion in ad revenue in the third quarter, up 64 percent from just a year ago. So yeah, Facebook is not dead. It is just dead as a social sharing option for brands. For brands, Facebook is nothing more than another mass audience platform to deliver advertisements. Smart companies no longer use paid Facebook to produce blatant sales ads. They create paid stories on Facebook to adapt to users’ behavior. So yes, Facebook is a good platform for targeted paid media. But what should brands do to build relationships and grow their target audience organically?

A good two years ago plus, I suggested that “… Facebook May Not Be Your Brand’s Community” over two years ago. While Facebook has changed much in the past couple of years, my premise has stayed the same. And now it is punctuated more than every.

When it comes to Facebook (or any other platform) you must remember – You do not own it. You never owned the complete data set of your likes and that should have been a yellow flag all along. Facebook has changed its rules of engagement for brands more than any other social platform, but you can expect other platforms to follow course. If you want to manage your own social strategy without having your strings pulled, think about embedding your community on your own site.

The first response I get when I tell (non-strategic) people this is, “But Facebook has a gazillion users that I need to leverage. I could never get as many ‘likes’ on my own community.” And you know what … they are correct. You could never get as many followers on your own community. But your own community can still yield great results.

First off, of all the likes you have converted on Facebook, an overwhelming majority of them never really followed you to begin with. Most of them were enticed by some promotion and then never paid attention to you after that. And now with a practically non-existent organic reach, just about no one sees your post anyway.

The second reality is that if someone opts in to be a community member on your own site, they really are interested in your brand. Yes the number of onsite community members will likely be significantly smaller than the number of Facebook likes. But the community members are true brand loyalist (assuming you give them compelling information, stories, and promotions as a community member). Would it not be great if you had 500 community members and 100 of them were true advocates spreading the word about your brand? What is the value of having 100 objective people sharing your brand, marketing your brand to their friends and family?

Early this year, I gave you pointers on “Successful Social Marketing Integrating Content and Community.” In another article I told you ”Why Your Budget Must Include Website Re-investment.” Consider these two strategies going forward. Make sure the digital assets you own are most valuable and compelling to your audience. Build a marketing strategy based upon the capture and conversion of your target audience on YOUR OWNED digital assets. Then use other social platforms and channels to drive traffic to your digital asset.

In summary, let me ask you a rhetorical question … where do you think you can best monetize your target audience … on your digital asset or one owned by the other person?

Make It Happen,
Social Steve

10 Comments

Filed under community, Facebook, social marketing, social media, social media marketing, Social Steve, socialmedia, SocialSteve