Monthly Archives: November 2012

The Business Social Media Landscape (Infographic)

See on Scoop.itEnterprise Social Media

“Among the top 20 corporations in social media prestige, Facebook leads with 77 million Facebook and Twitter followers. Coca-Cola, MTV, Disney and Starbucks round out the top five. The top general retailers on the list are Walmart and Target. Several popular brands are also numbered in the top 20.”

 

Fascinating infographic from our friends at Integrated Alliances.

See on www.integratedalliances.com

How to Effectively Rebrand Your Social Media Profiles | Social Media Examiner

See on Scoop.itSocial Selling for Lawyers

“Social media profiles: What you need to know to rebrand your business on social media. Learn how make a smooth transition.”

 

When’s the last time you took a look at your business’ social media profiles with an outsider’s view? Do they still reflect your company’s business?

 

This article will walk you through an audit or overhaul.

 

See on www.socialmediaexaminer.com

Set Yourself Up on Social Media Sites

Set Yourself Up on Social Media Sites

In our previous post, Buzz Creation Techniques, we continued our series with a discussion on techniques for creating buzz, and what you need to ante up to get started.  In this post, we continue with a series of posts on how to set yourself up on various social media sites.


AttributionShare Alike
Some rights reserved by geekstinkbreath

Set Yourself Up on Social Media Sites

“You will make mistakes.
If you are sincere about helping the community,
the authenticity will show and your mistakes will be forgiven.”

Zia Yusuf, executive vice president
SAP global ecosystem and partner group

OK. You’ve decided to take the plunge. You’ve done your prep work as we’ve suggested in the previous posts First Steps Toward a Social Media Strategy, Create Social Computing StrategiesHow to Engage with Social Computing, and Engage Your Community.

So now it’s finally time to set your organization up on social computing sites. In the sections that follow we walk you through tips, tricks, and techniques for setting yourself up on:

    • LinkedIn
    • Twitter
    • Facebook
    • YouTube
    • Blogging

Even if you decide not to use one of these sites right away, we strongly recommend you reserve it just in case. At the very least it will prevent others from camping on it, causing brand confusion and other problems.

In fact, as a defensive move you should even reserve your name on sites you not only have no plans to use, you’ve never even heard of.

Power Tool: Setting Up Sites

To check the availability of your preferred name or identity on lots of social computing sites quickly, you can use KnowEm[1] or other sites that search for availability of user IDs on multiple social computing sites.

KnowEm allows you to search for availability on more than 400 social sites with various levels of service from $99 to $599. It’s a cheap form of insurance in case the next Facebook is already out there, ready to pop.

Find Where Others Are

Chances are communities organized around your cause already exist. Before you consider creating your own community, or investing a lot of effort on your own fan page for Facebook, for example, be sure you see where else people are talking about you and your cause. If you find existing groups, consider joining the conversation as a good way to get started with social media. We talk about that in the previous post Find Your Community.

Be Consistent

We discussed online branding and consistent graphics in the Triangulate Your Social Media Presence post. Other kinds of consistency are key to your social media presence. Here’s a quick checklist to review as you prepare to start creating your sites.

All your sites should:

  • Have a call to action
  • Enable people to join your cause immediately
  • Provide information on organization activities and plans
  • Provide opportunities for people to get involved
  • Get employees involved
    • Establish guidelines for engaging
    • Suggest topics for blogging
  • Use consistent keywords — use the keyword lists you created in the Search Engine Optimization post throughout all your sites
    • SEO
    • Blog
    • Twitter
    • LinkedIn
    • Facebook
    • YouTube
  • Mimic the best techniques of your competition
  • Be everywhere they are

With all this in mind, you’re ready to start with your first site. Regardless of your other inclinations, we suggest you set up LinkedIn first. It’s a great way to gain access to lots of people who can help you and your organization in many ways, as you’ll see in the next section. Even if you don’t want to set up LinkedIn, at least read the LinkedIn chapter first since it covers lots of basics that we refer to in the other setup chapters.


Set Yourself Up on Social Media Sites is the 80th in a series of excerpts from our book, Be a Person: the Social Operating Manual for Enterprises (itself part of a series for different audiences). We’re just past page 240 . At this rate it’ll be a long time before we get through all 430 pages, but luckily, if you’re impatient, the book is available in paper form at bit.ly/OrderBeAPerson and you can save $5 using Coupon Code 62YTRFCV

Infinite Pipeline book cover

Get our new book, The Infinite Pipeline: How to Master Social Media for Business-to-Business Sales Success online here. You can save $5 using Coupon Code 62YTRFCV

What Others Are Saying

Infinite Pipeline offers practical advice for using social media to extend relationship selling online. It’s a great way to get crazy-busy prospects to pay attention.”
—Jill Konrath, author of SNAP Selling and Selling to Big Companies

“Sales is all about relationships and trust. Infinite Pipeline is the ‘how to’ guide for maximizing social networks to find and build relationships, and generate trust in our digital age.”
—Sam Richter, best-selling author, Take the Cold Out of Cold Calling (2012 Sales book of the year)

Infinite Pipeline will be the authority on building lasting relationships through online social that result in bottom line business.”
—Lori Ruff, The LinkedIn Diva, Speaker/Author and CEO of Integrated Alliances

Next up: Setting Up LinkedIn


[1] KnowEm: bit.ly/cfSBQL

Buzz Creation Techniques

In our previous post, Buzz, and Buzz Killers, we continued our series with a discussion on important aspects of buzz, and more importantly, how to kill your own buzz.  In this post, we take a look at techniques for creating buzz, and what you need to ante up to get started.


AttributionShare Alike
Some rights reserved by houbi

Buzz Creation Techniques

Since we’re not writing this from our aforementioned island (in our previous post), you may take this section with a grain of salt. Buzz is like art: We know it when we see it, and most of us can’t create it. But here are some things to try.

The first thing you must do to create buzz is to find a promotional hook, something that grabs your community’s attention, like Godin’s purple cow. If you’re short on ideas, track the hottest conversations about your product category; ask opinion leaders in your community.

Once you have the hook, you need the story. Consider involving those you serve and get them to tell their stories. A kind of silly story, and some innovative combining of old and new media, drove one of the most buzz-worthy ad campaigns in recent memory: the Old Spice body wash “The Man Your Man Could Smell Like” campaign. It combined quirky, high-tech television commercials[1] featuring an attractive and cheeky former NFL wide receiver with deft use of social media to enhance the buzz.

In addition to heavy rotation of the ad on TV, Old Spice posted 186 highly-publicized personalized response videos[2] on YouTube, and they amassed an incredible 34 million views and a billion PR impressions in a single week. These videos responded directly to tweets about the product, including a hilarious “this has in no way been a cross-promotion for an affiliated Old Spice sister company” response to @Gillette.[3]

These videos helped make Old Spice, with 94 million views, the number 1 all-time most-viewed sponsored channel on YouTube.[4] In addition, Old Spice’s Twitter followers went up 3200 percent; Google searches rocketed up 2200 percent; Facebook interactions climbed by 800-1000 percent; and traffic to the Old Spice Website increased 350-500 percent. Old Spice became the number 1 branded body wash, and sales increased 55 percent, with some product variations as much as 1900 percent.[5]

This brilliant campaign shows how to synergistically combine old and new media to achieve dramatic results. Old Spice combined a well-done TV ad campaign with use of Twitter and YouTube to increase buzz.

To create buzz, you first have to grab your target audience, either by entertaining them, as Old Spice did, or appealing to their guts. That’s obviously easier said than done, and we can’t possibly give you the specific advice you need about how to do it without knowing your situation and your goals.

So in lieu of that, here are three buzz-creation techniques you can use to create your own buzz:

  • Create a microsite — a small Website, either part of your current site, or as a standalone — for the buzz campaign, and link to it from your home page. On the microsite, create a call to action that gets those attracted by the buzz to interact. Create reasons for them to give you their email addresses, blog addresses, Twitter handles, and other information.
  • Be sure to integrate the online promotion — posting on YouTube, Twitter, blogging, and so on — with rest of your marketing plan.
  • Appear and be spontaneous — Old Spice’s idea to respond directly to comments on Twitter was inspired. Notice they responded with the persona of the guy in the commercial rather than as a corporation. Here’s how their creative team accomplished this.

We had two full days of real-time—creatives, digital strategists, community managers, developers and editors all sitting in the same area at the same time….

We built a platform [that] allowed us to pull in comments from all over the Web. [. . .] These were prioritized by existing narrative, by some form of clout, and their creative potential—as they came in, the writers said, “I want to write to that.”

The creatives wrote the scripts. We sent those scripts to the teleprompter. Isaiah [The Man Your Man Could Smell Like] did shots, sometimes in a single take. Those were exported to editors, uploaded to YouTube, and then posted in Twitter…. All in under 15 minutes per spot.

Notice the emphasis on responsiveness, speed, and spontaneity.

Of course your budget may not permit the level of polish of the Old Spice campaign, but you certainly could use these tactics with dramatically fewer resources than Old Spice had at its disposal.

The Ante

If you’re going to create buzz, or if you’re just going to start to use social media effectively, there are certain things you should do first, some of which we’ve already mentioned. The ante includes:

  • Create or update your Website
  • Create microsites for significant specific events
  • Create landing pages for YouTube videos or people responding to your various social media promotions
  • Create a Google Profile
  • Create a LinkedIn company page
  • Create a Facebook page
  • Create a Twitter account
  • Create a YouTube channel
  • Create a blog
  • Join Plaxo
  • Invest in SEO

That’s quite a list, but you’re in luck. The next several chapters give you tips on how to set up your social media presence on LinkedIn, Twitter, Facebook, YouTube, and blogging.


Buzz Creation Techniques is the 79th in a series of excerpts from our book, Be a Person: the Social Operating Manual for Enterprises (itself part of a series for different audiences). We’re just past page 235. At this rate it’ll be a long time before we get through all 430 pages, but luckily, if you’re impatient, the book is available in paper form at bit.ly/OrderBeAPerson and you can save $5 using Coupon Code 62YTRFCV

Infinite Pipeline book cover

Get our new book, The Infinite Pipeline: How to Master Social Media for Business-to-Business Sales Success online here. You can save $5 using Coupon Code 62YTRFCV

What Others Are Saying

Infinite Pipeline offers practical advice for using social media to extend relationship selling online. It’s a great way to get crazy-busy prospects to pay attention.”
—Jill Konrath, author of SNAP Selling and Selling to Big Companies

“Sales is all about relationships and trust. Infinite Pipeline is the ‘how to’ guide for maximizing social networks to find and build relationships, and generate trust in our digital age.”
—Sam Richter, best-selling author, Take the Cold Out of Cold Calling (2012 Sales book of the year)

Infinite Pipeline will be the authority on building lasting relationships through online social that result in bottom line business.”
—Lori Ruff, The LinkedIn Diva, Speaker/Author and CEO of Integrated Alliances

Next up: Set Yourself Up on Social Media Sites


[1] A sample Old Spice commercial: bit.ly/a24H7d

[2] A sample Old Spice response video: bit.ly/bCQd0Q

[3] The non-cross-promotion: bit.ly/aygCa3

[4] AdAge’s How Much Old Spice Body Wash Has the Old Spice Guy Sold? bit.ly/abPJ5Z

[5] MediaBistro’s article The Old Spice Campaign, By the Numbers: bit.ly/ck8SCQ