Babbling B’s Blog

Posts Tagged ‘marketing

I know I’ve been quiet, but I’ve been BUSY! I wanted to quickly share a presentation I’m working on for an ‘inform-al’ school presentation. I really love Forrester’s Social Infographics, Technographics and the book Groundswell, so I’ll be sharing some of the ways consumers use social media and the demographic info. I think the research is really useful for figuring out how to engage with your target market. I hope you find it useful too!

Oh, and I finally used Prezi for this presentation. It was really easy, and I’m hoping it makes the presentation a little more engaging. On the downside, it doesn’t seem to embed on a wordpress.com blog, but it’s still pretty cool!

Social Media Infographics on Prezi

Image from andrewcaswell's flickr photostream

Over the past few weeks, I’ve heard many references to social media marketing – from praise to criticism. Listening to the conversation, I’ve come to a final conclusion: social media is NOT about the tools. You don’t get started by setting up a company Twitter account or your Facebook Fanpage.

How do you start? Monitoring.

Almost every conversation I have about social media immediately turns to a specific tool. The crutch for understanding the concept is focusing on the tools and how they work rather than the real question: Does social media make sense for my business?

The lightbulb went off for me. Whether you love social media or question the concept, you owe it to yourself and your business to start monitoring. That will guide strategy and, ultimately, the tactics and tools.

Monitoring doesn’t tie you to social media. In fact, no one even has to know you’re doing it. You don’t even have to do it in a formal manner. But you SHOULD have an idea of what’s being said about your brands in the social media. What’s being said about your brands? Where? How are your consumers interacting and using social media? Is anyone even talking about you? You should know how social media impacts your business.

Now, off my soapbox, and here are a few ideas to get started:

Begin by developing an initial list of keywords you want to begin monitoring. It could include your company name or brands, or maybe product categories, industry terms or thought leaders. You may also want to start monitoring your competition. As you monitor, you’ll start to see how customers talk about you and additional keywords will begin to make sense. Don’t forget common misspellings or slang terms!

Then, use some of the various free tools to begin monitoring. Many allow you to save the searches, so monitoring is as simple as opening the program and reviewing the new results every day (those are my favorite!). Here are a few sites or tools you can use:

There are tons – and if you already monitor, what are you favorites?

Evangelizing social media can be tough, especially when you’re explaining it to people who don’t live in the social world. As I’ve shared before, we’ve been doing a ‘social media road show’ around my company and corporation to provide a high level overview of social media and the value it can bring to the business.

I wanted to share the basic outline of my presentation. Feel free to use elements, and I would suggest providing specific examples of how the slides apply to your company. (P.S. this is my first presentation on SlideShare – it was so easy to use!)

I look forward to hearing your feedback!

I also need to thank and give credit to some people and organizations that I borrowed some content ideas from:
Hubspot, Marta Kagan, and MarketingSherpa.

This post appeared on VitaminIMC – Medill IMC’s student-run blog.

No marketing communications professional looks forward to the day they must navigate a company crisis. Toyota’s recent floor mat and sticky pedal safety recalls are the most recent examples of balancing damage control with open communications. The safety recalls and Toyota’s subsequent responses open the potential for major damage to their strong brand built on safe, reliable, high-quality vehicles.

Meeting the challenge head-on, Toyota launched a comprehensive PR strategy to address the situation openly and honestly. Their website, www.toyota.com/recall, includes updates on what’s being done to address the problems and has videos with more information for consumers—such as what to do if they experience trouble braking.

Adding to the open dialogue, Jim Lentz, President & CEO of Toyota Motor Sales U.S.A., apologizes to customers in a video on the site, closing by saying: “Once again, I apologize for the situation and I hope you’ll give us the chance to earn back your trust.”

The newly released television commercial echoes his sincere words, telling a story of commitment and painting a picture that highlights 172,000 Toyota employees’ dedication.

But will this campaign be enough to calm consumers after months of bad news? It took nearly 10 days for Toyota to launch this response strategy, and consumer perception has dropped to a new low. If they hope to uphold their brand values, Toyota must avoid additional crises and continue to create open and honest dialogue to fuel positive brand momentum.

What do you think? Can Toyota restore the faith in their company?

Painting the Blue Moon Mural!

That's me... Painting the Blue Moon Mural!

Do brands ever do something that really catch your eye? Make you notice them? Actually engage you? It doesn’t happen often, so I was impressed when Blue Moon caught my attention not once, but twice.

Long ago (this past fall), in a place far, far away (Milwaukee), I was given a paintbrush and told I’d be painting a masterpiece. Right there at the Milwaukee Wine Festival, as I drank a Blue Moon Belgian White Ale in the Blue Moon Brewing Company booth, I hand-painted the billboard they’d be putting up somewhere in Milwaukee. I thought it was so cool I even asked my sister to take a photo. I signed my name on the artist block, and I thought that was it.

Then, as I was watching TV a few weeks ago, their first-ever television commercial came on. You may recognize the new ad (video below). The commercial instantly brought back my memory of painting, and I thought it did such an interesting job of carrying that feeling through the theme and bringing the artistry to the masses. I jumped up, ran to the fridge, and grabbed a Blue Moon.

Ok, so I didn’t do that (though I DO have Blue Moon in the refrigerator right now). The Blue Moon Art Project is a uniquely interactive campaign. As I’ve looked into it further, it builds upon their 2007-2008 contest that called for Blue Moon-inspired art.

I love this interactivity. I challenge Blue Moon Brewing Company to keep it up and embrace the digital art world. There are so many untapped avenues they can take to continue to be Artfully Crafted.

What’s the last marketing campaign that inspired you?

I recently came across a newly updated version of this presentation that I LOVED!

One year later, Marta Kagan has updated her ‘What the F is Social Media’ presentation with new stats—and pressed the envelope a little further with some of her commentary. My favorite slide? “Social Media is like Word of Mouth on Steroids.” I’ve used that quote in presentations already. Other things that have changed:

  • There are now 13 million articles on Wikipedia (compared with 4 million last year)
  • Over 100 million videos existed on YouTube last year, whereas now about 100 million are viewed per day
  • Last year, Twitter made one appearance (in a montage photo). This year, it’s mentioned at least 5 times

Congrats on getting mentioned on Mashable.com!

The 80/20 rule, or the Pareto Principle, states that 80% of the effects come from 20% of the causes. In Marketing, it’s often applied to your Target Market – focusing 80% of your efforts on cultivating your top 20% of prospects and customers. After all, they’re the ones generating 80% of your revenues.

After reading some interesting articles on this concept, I found the 80/20 rule applies in so many other applications, especially social media. How you may ask?

1) Spend 80% of your time on business and 20% of the time on personal communications: Think of it this way – would you want your current or prospective clients to see it – or your mom? While no one wants to look at robot-like output that’s all business all the time, it’s important to keep a certain level of professionalism in your social media ventures. But be sure to add a little bit of personal flavor into your social media applications so your audience can connect with you, build a relationship, and know you’re human!

2) Spend 80% of your time on 20% of the social media outlets: You can’t be everywhere at once. Just as you know you should focus on the top 20% of your customers, you should apply this rule to the plethora of social media applications out today. Focus your time on the top social media platforms that you can use in your business, building your personal brand, or in social networking. By focusing, you will be able to build quality relationships rather than a whole bunch of useless connections.

3) Focus 80% of your social media presence on the top 20% of your audience: Spend a majority of your time engaging and interacting with your top readers, commentors and fans. Take time to examine what they are reading and writing about, and use this as a guidepost as you plan your future commentary. Focus your blog posts, tweets, comments etc on those top people.

It’s not to say you need to start a tally sheet with your commentary. The 80/20 rule is simply a guideline to allow you to take a step back and examine the way you are engaging with others via social media. Are there time suckers? Don’t be afraid to let them go.

Other interesting articles on this subject:
The 80/20 Rule and Social Media by @larrybrauner
The 80/20 Rule of Effort


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