Social Media Marketing
Useful tool or passing fad?
By Jim Walton
President & CEO, Brand Acceleration, Inc
Have you noticed that almost every conference you go to these days has a speaker on the topic of social media? I think it’s representative of the fact that a huge question remains, “How do I effectively use social media to market my business?” A few of the speakers I’ve heard have done a good job teaching the audience how to set up a LinkedIn or Facebook page but I’ve yet to hear anyone explain how to use them as marketing tools.
Word of Mouth Marketing for the 21st Century
Social media marketing is ideal for those people who believe that word of mouth is the best form of marketing. Unfortunately, they usually choose what I call “free range WOMM,” meaning they do nothing to manage the message. In the 21st century, that just doesn’t cut it. The community is no longer limited to the coffee shop or over the backyard fence. It now resides on an endless variety of global networks. Today, you can either manage the content or it will manage you.
What are my options?
One challenge with social media marketing is that there are just so many options. Conversations can be found on Facebook, Twitter, LinkedIn, MySpace, Digg, Delicious and a vast number of others. Blogs are also powerful opportunities to seek feedback and develop deeper relationships with customers and prospects. Add in YouTube (video and audio), FlickR (photos), and podcasts (audio), and it can be overwhelming.
Who has the time?
This is one of the biggest killers of a social media effort. Just setting everything up is daunting enough, but managing the content can easily overwhelm even the most attentive administrator. Someone has to actively manage the message. Regular posts and active participation are required in order to develop positive interaction. Some companies and places assign the job to a person or group of individuals who write articles, read and participate in industry communities, post links to interesting articles or even ask thought provoking questions.
Manage the message
It’s important to remember that social media marketing is not about posting a constant stream of advertising or sales messages. At Brand Acceleration, we follow the 80/20 rule. Our goal is to present useful, fun and interesting ideas or questions 80% of the time and to use the other 20% for promotional purposes.
Why do people use social media?
Your audiences are getting younger every day and social media audiences are getting older by the minute. What does this mean to you? It means that you need to get involved with this rapidly growing marketing tool. Your target audiences, of all ages, are active participants. As a marketer, it’s your responsibility to develop and maintain an on-going relationship with them.
People connect with you for many reasons, but the big three are:
You: They like you, your place, your company, your services or your products.
Them: They like to talk, tell, converse and connect.
Us: They like feeling like they’re part of something.
Where’s the payoff?
Another question that is almost always asked is, “Where’s the payoff?” That’s especially true among the 50+ age group. Senior managers want orders. I have this vision of early 20th century business owners saying, “If I don’t see a serious business benefit, we’re getting rid of that new-fangled telephone thing.” Social media marketing, like the telephone, is not about the tool, it’s about the relationships that are formed through its use.
People like to do business with people they know. Here a question to ask yourself: Who’s more visible to our clients or prospects, us or our competitors? Now, ask yourself this question: Who’s more likely to be considered for future business? If your competitor actively seeks and manages social media relationships with your target audiences, isn’t it reasonable to believe they might be considered for a business relationship, too?
The times, they are a-changin’
If you think social media is just another passing fad, you’d better think again. It’s importance is growing at an exponential rate. Like the old Bob Dylan song says, “You better start swimmin’ or you’ll sink like a stone. The times, they are a-changin’.” Our public relations team has seen its importance grow at an astonishing pace. In addition to news releases, feature articles and regular media contact, our clients want us to manage the social media buzz, too.
I’ll let you in on a secret. Brand Acceleration will soon launch a new package of social media marketing services. For our clients, we will manage these connections in order to expand their presence and industry connectivity. Watch for more on this in the very near future. I’m also developing a presentation on the subject. If you’re part of a trade association or community group and would like to consider this topic, please let me know.
Useful tool or passing fad?
What do you think? Is it just a passing fad? Believe me, it’s here to stay. The real question is, “Will you use it to your advantage, developing new relationships and growing existing ones, or will you leave this powerful tool to your competitors?
If you’d like to explore ways to get started or to jump start your social media marketing program, please give me a call. Or, just click any of the social media links shown in this edition of Rants and let’s connect.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Sunday, January 31, 2010
Saturday, January 16, 2010
Count Me Out!
Many are bowing out of the recession.
By Jim Walton
President & CEO, Brand Acceleration, Inc.
You know, the past few weeks have been rather interesting. Like many of you I go to numerous meetings, but something has changed. During the fourth quarter of 2009 there were hints of new economic activity, but 2010 seems to be different. Over and over, I hear the same thing. Activity is up – significantly!
My construction industry friends are talking about increases in the number of RFP’s, new funding for tabled work, and a flurry of new prospects. Architects, on the front line of new work, are even talking about a sudden new buzz. On the economic development front, things are heating up. The fresh rush of activity has ED folks jumping through hoops, chasing new opportunities. And, attitudes are better. People are optimistic and they’re beginning to have fun again.
What happened?
That’s the big question, isn’t it? The answer is always the same. “I don’t know!”If you watch the news, they’re still talking gloom and doom, but on the front lines good things are beginning to happen.
Bowing out!
Since there’s absolutely no clue as to what has changed, the common response is that the American public has just decided to bow out of the recession. They’re done! They’re tired of it! They quit! Everyone I talk with believes that the only reason for the rush of business activity is because people have had it with the malaise and have decided to move on with life.
They’re saying, “We quit!”
Businesses, tired of waiting, are saying, “Let’s get back to work!” They are beginning to build again and there are indications that furloughed workers are being called back. They’re making things happen.
Anger turns to hope.
Another interesting part of the economic discussion is that it almost always turns to politics. People are exhausted and angry. Overwhelmingly, blame for the bad economy is being heaped on Washington, and the ripple is being felt in state and local elections across the country. It appears that as elections draw near, Americans are optimistic that major changes are about to happen. Their anger and the opportunity to open up a can of you-know-what, are giving them hope. Regardless of political persuasion, voters are ready for change and it looks like big ones are coming.
Let’s get it on!
I’m always amazed by the resiliency of the American people. We can be beaten, battered, lose everything and still fight our way back with a vengeance. Given the freedom to do so, Americans will change the world. Throw in a little economic turmoil and some political anger and they’ll do just that.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Many are bowing out of the recession.
By Jim Walton
President & CEO, Brand Acceleration, Inc.
You know, the past few weeks have been rather interesting. Like many of you I go to numerous meetings, but something has changed. During the fourth quarter of 2009 there were hints of new economic activity, but 2010 seems to be different. Over and over, I hear the same thing. Activity is up – significantly!
My construction industry friends are talking about increases in the number of RFP’s, new funding for tabled work, and a flurry of new prospects. Architects, on the front line of new work, are even talking about a sudden new buzz. On the economic development front, things are heating up. The fresh rush of activity has ED folks jumping through hoops, chasing new opportunities. And, attitudes are better. People are optimistic and they’re beginning to have fun again.
What happened?
That’s the big question, isn’t it? The answer is always the same. “I don’t know!”If you watch the news, they’re still talking gloom and doom, but on the front lines good things are beginning to happen.
Bowing out!
Since there’s absolutely no clue as to what has changed, the common response is that the American public has just decided to bow out of the recession. They’re done! They’re tired of it! They quit! Everyone I talk with believes that the only reason for the rush of business activity is because people have had it with the malaise and have decided to move on with life.
They’re saying, “We quit!”
Businesses, tired of waiting, are saying, “Let’s get back to work!” They are beginning to build again and there are indications that furloughed workers are being called back. They’re making things happen.
Anger turns to hope.
Another interesting part of the economic discussion is that it almost always turns to politics. People are exhausted and angry. Overwhelmingly, blame for the bad economy is being heaped on Washington, and the ripple is being felt in state and local elections across the country. It appears that as elections draw near, Americans are optimistic that major changes are about to happen. Their anger and the opportunity to open up a can of you-know-what, are giving them hope. Regardless of political persuasion, voters are ready for change and it looks like big ones are coming.
Let’s get it on!
I’m always amazed by the resiliency of the American people. We can be beaten, battered, lose everything and still fight our way back with a vengeance. Given the freedom to do so, Americans will change the world. Throw in a little economic turmoil and some political anger and they’ll do just that.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Saturday, January 2, 2010
Looking Forward with Optimism
A New Year – A New Beginning
By Jim Walton
President & CEO, Brand Acceleration, Inc.
Call it whatever you want; a to-do list, New Year’s resolutions, or even a knock-out list. Many of us see the beginning of a new year as an opportunity to reflect and renew. After a year that for many was brutal, we look to 2010 with all of the hope and inspiration we can muster.
Fortunately, 2009 ended with many signs of economic recovery. New unemployment claims are declining, and a number of employers are beginning to call back employees. The housing market is showing signs of recovery, too. New home starts are up, prices are up and inventories are declining. Additionally, consumer confidence and retail spending are both up.
As a result of my many “Good News” articles, people who see me at meetings often walk up and tell me their own good news stories. They tell me of sharp increases in the number of construction industry RFPs, new project starts, projects being funded or taken of the hold list and economic development inquiries. Even the architecture industry is seeing new activity. This is a great indicator of new projects entering the pipeline. There are also signs that the motorsports industry is improving. Sponsorships are up and advance tick sales are lively. Whew -- maybe there is light at the end of the tunnel!
At Brand Acceleration, we’ve spent much of the past few weeks looking forward to the New Year; reflecting, reviewing, considering opportunities, making plans and setting goals that are strategic and measurable. In an ever-changing industry, we must be constantly aware of new opportunities to serve our clients. In the next few weeks we’ll be announcing exciting new services and staff additions that will improve and expand the way we serve our clients.
The New Year also means a renewed commitment to our core industries. Economic development, architecture/engineering/construction, real estate and motorsports are at the center of everything we do. Except for new services to be announced soon, we will continue to provide such services as strategic marketing communications planning, logos, websites, e-newsletters, television and radio advertising, video, event management, and a full range of public relations services.
It’s an exciting new year with new opportunities. So, set your goals, pump up the team and get out there and make great things happen.
Happy New Year!
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
A New Year – A New Beginning
By Jim Walton
President & CEO, Brand Acceleration, Inc.
Call it whatever you want; a to-do list, New Year’s resolutions, or even a knock-out list. Many of us see the beginning of a new year as an opportunity to reflect and renew. After a year that for many was brutal, we look to 2010 with all of the hope and inspiration we can muster.
Fortunately, 2009 ended with many signs of economic recovery. New unemployment claims are declining, and a number of employers are beginning to call back employees. The housing market is showing signs of recovery, too. New home starts are up, prices are up and inventories are declining. Additionally, consumer confidence and retail spending are both up.
As a result of my many “Good News” articles, people who see me at meetings often walk up and tell me their own good news stories. They tell me of sharp increases in the number of construction industry RFPs, new project starts, projects being funded or taken of the hold list and economic development inquiries. Even the architecture industry is seeing new activity. This is a great indicator of new projects entering the pipeline. There are also signs that the motorsports industry is improving. Sponsorships are up and advance tick sales are lively. Whew -- maybe there is light at the end of the tunnel!
At Brand Acceleration, we’ve spent much of the past few weeks looking forward to the New Year; reflecting, reviewing, considering opportunities, making plans and setting goals that are strategic and measurable. In an ever-changing industry, we must be constantly aware of new opportunities to serve our clients. In the next few weeks we’ll be announcing exciting new services and staff additions that will improve and expand the way we serve our clients.
The New Year also means a renewed commitment to our core industries. Economic development, architecture/engineering/construction, real estate and motorsports are at the center of everything we do. Except for new services to be announced soon, we will continue to provide such services as strategic marketing communications planning, logos, websites, e-newsletters, television and radio advertising, video, event management, and a full range of public relations services.
It’s an exciting new year with new opportunities. So, set your goals, pump up the team and get out there and make great things happen.
Happy New Year!
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction, real estate and motorsports.
Subscribe to:
Posts
(
Atom
)
