@tedrubin

Marketing 101 Lessons Social Marketers Shouldn’t Forget

In watching the social media revolution unfold around us over the past several years, there’s a recurring theme that keeps popping up. I see it all the time in discussions on “best practices” and in forums and blogs where marketers lament the fact that you can’t measure ROI in social and that marketing has completely changed. The “gurus” out there say it’s a brand new world—the past is past—we have to throw out the old and create the new, yada, yada, yada.

You know what I say to that? Phooey!

The number ONE reason some marketers fail when they try to use social media is that they DON’T take into account important traditional marketing lessons from the past—and I’m talking Plain Jane, Vanilla Manilla lessons that should be the bread and butter for any marketer. Social media doesn’t supplant traditional marketing practices and tenants. In fact, it enhances it when handled correctly.

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Permission Marketing: Why Brands Should Be(a)ware!

Social Marketing is the ultimate in Permission Marketing, and therefore it carries the ultimate marketing danger with it: taking away the permission is totally in the consumers’ control.  Brands be(a)ware!

Permission Marketing puts the power in the consumer’s hands, by requiring that the marketers send promotional messages only to consumers who have given marketers permission to do so, whether explicitly (opt-in email list, for example) or implicitly (internet search).

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Do you call on those Raising their Hands?

Every Google search is a hand being raised. So is every tweet, blog post, and Facebook comment with a complaint or question. Do you call on those raising their hands??  If not, you are missing an incredible opportunity!

Every social complaint or question is the “low hanging fruit” of a brand’s chance to interact with consumers.  But it’s not just ANY chance – it’s a chance to interact when you have the consumers full attention “and” PUBLICLY, to engage in a way that can, and often will, catch the attention of an entire audience. These kinds of comments are visible, relevant and actionable, and brands need to have a plan to engage.

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Lessons from the Chapstick Social Media Fiasco

What do “butts,” “ChapStick,” and “social” have in common?  They are all part of a recent huge—and very public – series of poor choices that have seriously impacted the reputation of a major brand. I actually pulled those three words from the categories assigned to Tim Nudd’s recent AdWeek article, ChapStick Gets Itself in A Social Media Death Spiral.

So what happened?  Long story short (read the article for full details), ChapStick posted an ad that was offensive to some people, and when those people voiced their opinions on ChapStick’s Facebook Fan Page, ChapStick deleted those comments… and kept deleting them as they were posted.

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Return on Relationship, ROR (#RonR) – Implications for Global Impact

We are at an incredibly important time in the evolution of “relationship commerce” (buying from people you know and trust).  This is the time when our actions will decide if “relationship commerce” ends up as simply a phrase on a list of buzz words, or becomes an effective – and meaningful — way of doing business worldwide.

The deciding factor will be whether or not enough brands and marketers are willing to go beyond just talking about relationships … to actually building and sustaining those relationships with consumers, peers, employees, and others in their social graph.

How many of us believe in the business value of relationships enough to put in the effort required to turn a one-time contact into an ongoing meaningful interaction?  How many of us even believe that “business value” and “authentic relationships” even belong in the same sentence??  I do, because I have seen this play out time and time again.

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What Blog World Expo Taught Me About the Future of Social Media

I recently spent three days in LA at Blog World (Blog World and New Media Expo #bwela), with some of my favorite people (bloggers and those connected to them), saturating myself with information while starting new and building on old relationships.  As you probably know by now, I love connecting with people online, but I love even more connecting the old-fashioned way – face-to-face!

Other than stronger connections and new relationships, the most important takeaway from the conference, IMHO, is that we all need to stop worrying about “where it’s going” in Social and start concentrating on “where it is.”

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Make it a “Social Thanksgiving”

Thanksgiving, the time when we give thanks not just FOR, but TO those who have been an important part of our lives:  our friends and family, our customers, shoppers, advocates, and critics.  Yes, I give thanks for ALL of them because they all provide a possibility for a relationship, which is really what it is all about. 

This year, I propose we all try a Social Thanksgiving – one where we focus on the true meaning and value of relationships, and take the time to pay attention to others first (and ourselves next).

Let’s make this Social Thanksgiving a time to make sure everyone remembers two of the most important rules of a relationship:

#1: More important than finding your own light, help others to find theirs.

 When we help others find their lights, we enter into a relationship with them – collaborating with them, giving of ourselves, and experiencing the gift of seeing life for a while through their eyes.  We can always use a chance to and a fresh perspective on our own lives (and who knows, that could be the way that we end up finding our own light!).

 #2: Build people up, don’t tear them down. 

This is one of my rules and it should be one of yours too… no matter who you are interacting with.  When we tear others down, it is only because we feel small and inadequate and are taking it out on someone else.  Take that energy and put it into BUILDING the relationship and supporting others instead of trying to make them small enough that you seem more powerful, wise, or successful.

All people deserve your respect and genuine caring, and what really makes you shine is when you accept them, and build them up so they can see their own light and shine it on the path for others.

Why not take this Social Thanksgiving idea one step further, and going forward, use those two rules of relationship to inspire campaigns and consumer outreach that leads to deeper emotional connections with customers/shoppers?  I have tried it – it is the way I do business – and I can tell you, IT WORKS.

So this Thanksgiving, I thank each of you for building me up and helping me shine my light, and I hope I have the chance to do the same for you!  May you and your loved ones have a Happy and Social Thanksgiving! 

Ted Rubin

Originally posted at TedRubin.com

 

To Link or Not to Link Social Media Accounts?

One of my LinkedIn connections (Phil Masiello) recently asked me an important question – one that, in my opinion, everyone should be asking themselves if they haven’t already.  Following is his question, with my response and a few additional thoughts:

Phil: Ted, 
I have my Twitter linked to my LinkedIn account. One of my contacts is complaining to me that I shouldn’t do that. Linked in is for business and Facebook is for other. My twitter is mostly related to business, business travel, etc. What is your thought? Should I take twitter off LinkedIn?

My response went something like this:

I connect my Twitter activity to my Linkedin account because I do very little daily LinkedIn interaction and this way my LinkedIn presence still has a life. I DO NOT connect Twitter to Facebook since those posts  do fill up peoples pages and cause issues, and the language I use for Twitter and Facebook differs so greatly.

I have had a few LinkedIn complaints as well (about showing my Twitter activity there), but those complaints are HUGELY outweighed by the positive feedback and interaction it creates for me in a medium that lacks that easy functionality. I explain this to those who complain, and they all understand my reasoning. That being said, if they are unhappy, they can simply unlink from me, with no harm done.

I DO pay attention to these things and if the negative begins to outweigh the positive, I will change my practice.  

The key things to ask before linking any social media streams are:

  1. Is the information relevant to more than one network?  If not, don’t link.
  2. Is the language (tone, formal vs. informal, etc) appropriate for more than one network?  If not, don’t link.
  3. Is the content valuable to more than one network?  If not, don’t link.
  4. Is the content appropriate for the purpose of more than one network/tool?  If not, don’t link.
  5. Is the link (and resulting automatic feed) likely to get in the way of other people’s online experience?  If so, don’t link.

Although each social media tool has several shared attributes, each tool also has different functionality and different purpose – which draws a different audience and content for each. 

Bottom line?  Pay attention to your audience and make sure your links between tools are of value to each audience involved, and not just an easy (but useless) way for you to spray your content far and wide.  Just because you CAN doesn’t mean you SHOULD. 

On the other hand, when done intentionally and appropriately, linking content feeds from one social media tool to another can be a highly effective and valuable way to extend your online presence to more than one relevant audience in more than one way. 

Bottom line?  It’s your choice… just choose wisely, for the sake of all involved. 

Ted Rubin 

PS. Notice how Phil used social media to request information from a trusted source.  LOVE it!

Originally posted at Zemoga’s FromBogotaWithLove.com

Brand Immersion with Contests… Don’t Forget About the Relationship!

A well-structured contest — wisely integrated in social media, encouraging participation of groups, and easily enabling the sharing and including of the social graph of participants — will bring consumers into your brand experience.  Savvy marketers can leverage contests to increase both short- and long-term return.

As with any marketing campaign using social media, a contest needs to be part of an integrated media strategy, using a blend of social and traditional media as appropriate for your brand’s consumers. And as always, remember to keep your message consistent.  A great contest that does not match your brand message is a waste of your resources and does little to add long-term value. Many are using strictly social contests to grow Facebook “likes” and Twitter “followers,” and this is ok if that is your objective, but keep in mind those are very targeted initiatives and offer little value to the brand experience.

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Let’s take back the word “Friend”!

Facebook has done an amazing thing – they now own the word “friend”!  The problem is that they have devalued the word while adding value to their brand. Let’s take back the word “friend” and fill it with value again!

How many of you use “air quotes” when you say so-and-so is your Facebook “friend”?  That’s exactly my point.  The word now, more often than not, just means that you exchanged a keystroke with someone.

To be clear — I am not saying that connecting through Facebook is a bad thing; I’m saying that few of us actually take the time to connect in the ways that a real friend would.  We are missing the chance to use social media as a tool that facilitates real relationships and instead using “friends” as points in a popularity contest.

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