Marketing-Gimbal

B2B CMO’s Still Don’t Get Social Media

BtoB Online caught up with several CMO’s to get their take on what they are doing different this year versus last year. In short:

·         Trend to Online media

·         Much more use of social media in marketing programs

·         Greater use of rich media (i.e Video)

·         Using marketing tactics in a more integrated way to build thought leadership

·         Leveraging social media to bring the voice of the customer into play.

I’m very surprised at the number of CMO’s who use the term social media, marketing, and lead generation/sales in the same sentence. I have a hard time bringing social media into that context. Social media, in my view, is about the conversation first and foremost and in being authentic, transparent and honest in that conversation. Lead-gen, and sales are nice things that may, or may not happen, but to focus on those areas as the primary objectives of bringing social media into the mix still confirms to me that most of us in B2B marketing view social media as tactics instead of communication.

(Too be fair to all. These comments are short and may not represent the ideal context of their intentions)

Tom Haas, of Siemens, did say that their goal was to really support a conversation between their company and its customers and I think that is the right goal to have. I also liked the thoughts from Jack Mason, of IBM, who said that IBM has launched a new program using rich media to capture a much more personal, and real side of the people that make up the their brand. This is a brilliant agenda, in my view, as we too often hide behind technology, and don’t get the individuals that make the brand out in front. Of course it may be that I’m the one who doesn’t get it. Nuff said

Twitter Helps Latest LA Food Sensation Gather Its Tribes

 Kogi is the latest phenomenon in LA dining. Chef, at world famous restaurant, decides to forgo glitz and glamour and create a unique fusion of Korean and Mexican food and serves up these delectable concoctions in roving catering vans all over LA.

I’m not making this up folks, and it’s the stuff that Hollywood is made of. I’m sure the food network is already doing a show on it. While I’m a foodie at heart, the real story is one of a relatively unknown (until recently) mobile catering truck that used Twitter and awesome food, to create a following, and help lubricate word of mouth in America’s 2^nd largest city and now the world.

As Kogi is a mobile business, and a small one at that, it needed a way to tap into the following that it had created, and who was already talking about Kogi on Facebook, other social networking sites and blogs. Kogi’s brand director, in a recent Reuters article, stated that they decided to use Twitter as a way to communicate with their “tribe” and facilitate gathering places based on the trucks location. Kogi turned to Twitter. Today you and Kogi’s 23,000 followers can be found on Twitter at twitter.com/kogibbq.

This shows the amazing capability of utilizing a social media tool to facilitate a small business with a large following, and an excellent product. So let’s look at Kogi’s ingredients for success:

1.      Great Product: Kogi obviously has a tremendous product. Social media success and for that matter any business, starts with an amazing product or service.

2.      The Tribe of Kogi: Kogi’s customers wanted to talk about their experience, and in fact had became a tribe. Seth Godin writes that “a tribe is any group of people connected to each other through an idea or experience”. In this case, Kogi’s customers had become a tribe, but we’re missing a leader. When Kogi stepped in, and utilized social tools Kogi become the leader of its own tribe. A place where a brand wants to be at the end of the day.

3.      Honesty: The social community in this case is honest. Kogi delivers an amazing product, people want to talk about, and others want to experience it and Kogi facilitates this. Kogi’s goal is not about selling or hyping, at least not yet, and let’s hopes it stays that way.

4.      Word of Mouth: WOM is the best advertising around. This is as old, as the hills, and still true. Kogi couldn’t buy the brand awareness it has now, and is getting through the facilitation of communication across its tribe. Social Media can help any small business if the intent is to converse with the community of customers and prospects; not sales or advertising.

5.      With Great Power, Comes Great Responsibility: Kogi must now realize the importance of its brand experience, and promise that its customers have come to expect. Any degradation in service and experience will travel at the speed of light in Kogi’s social universe.

6.      Innovation: While Kogi’s responsibility to its brand experience is now much greater it has an amazing community of people to listen to, and engage with, and in doing that develop new innovation in its business.

This story shows how small businesses can take advantage of building and tapping into their community. Today, McDonalds and Burger King do not have Twitter accounts and Domino’s only recently started one to help combat the recent wave of bad publicity. Why haven’t the brands, with all the resources in the world, tapped into the tools that help them engage with their customers? Probably because they are still strategizing, and trying to figure out the ROI of a conversation. Nuff said.

Perspectives On Marketing ROI

Interesting question asked of David Meerman Scott and his response . Nuff Said.

We Need 50 Ways to Measure the Impact of Social Media Marketing

Measuring the impact, or dare I say it, the ROI of a social media campaign is a growing topic of interest in many marketing departments in terms of how to measure the  impact-roi of social media campaigns.

I recently listened to a pod cast of a marketer laud his viral video campaign where he placed banner advertisements on the landing page as a great success. In fact he stated that the metric was “eyeballs” and then said after 1.4M page views they got 44 leads.

Now is the term “lead” used in the context of BANT or a registered inquiry? The hard part is after taking the cost of the agency and video production into account and let’s assume he converts 50% of the 44 leads into opportunities and let’s say that the win rate was 50% so he gets 6 deals. Is demand generation the goal of social media?

After listening to this podcast I thought I felt like I had found an old school marketer who was trying to be trendy by throwing the term “social media campaign” around. I’m not sure that I would walk in front of a CEO and tout Social Media in the context of demand generation, and/or eyeballs. Is this really the metric for social media marketing efforts?

I don’t think so.  Rather I think social media is for supporting a conversation with the brand. If you agree with this than perhaps we need new types of capabilities to measure the sentiment of the conversation and how this is trending across many different types of social media networks.

I was looking on the Collective Intellect website. Collective Intellect is a company that is developing a set of analytical tools to determine the impact of Social Media on your company, your brands, your reputation, your image. While I can’t say if what they are doing today is truly unique, I do think they are headed in the right direction. Companies need to start monitoring the conversation about their brand and understand the sentiment and then engage.

On the Collective Intellect web site they had pasted a prior post from  Chris Brogan on 50 Ways for Marketers to start using social media. It’s such a great list I have reposted it here as well.

However I’ll call on the great thinkers in social media marketing to start pondering what are 50 ways to measure the impact of social media marketing investments, and how to use this insight to improve the communication. Nuff Said.

 

50 Ways Marketers Can use Social Media to Improve Their Marketing

1. Add social bookmark links to your most important web pages and/or blog posts to improve sharing.
2. Build blogs and teach conversational marketing and business relationship building techniques.
3. For every video project purchased, ensure there’s an embeddable web version for improved sharing.
4. Learn how tagging and other metadata improve your ability to search and measure the spread of information.
5. Create informational podcasts about a product’s overall space, not just the product.
6. Build community platforms around real communities of shared interest.
7. Help companies participate in existing social networks, and build relationships on their turf.
8. Check out Twitter as a way to show a company’s personality. (Don’t fabricate this).
9. Couple your email newsletter content with additional website content on a blog for improved commenting.
10. Build sentiment measurements, and listen to the larger web for how people are talking about your customer.
11. Learn which bloggers might care about your customer. Learn how to measure their influence.
12. Download the Social Media Press Release (pdf) and at least see what parts you want to take into your traditional press releases.
13. Try out a short series of audio podcasts or video podcasts as content marketing and see how they draw.
14. Build conversation maps for your customers using Technorati.com , Google Blogsearch, Summize, and FriendFeed.
15. Experiment with Flickr and/or YouTube groups to build media for specific events. (Marvel Comics raised my impression of this with their Hulk statue Flickr group).
16. Recommend that your staff start personal blogs on their personal interests, and learn first hand what it feels like, including managing comments, wanting promotion, etc.
17. Map out an integrated project that incorporates a blog, use of commercial social networks, and a face-to-face event to build leads and drive awareness of a product.
18. Start a community group on Facebook or Ning or MySpace or LinkedIn around the space where your customer does business. Example: what Jeremiah Owyang did for Hitachi Data Systems.
19. Experiment with the value of live video like uStream.tv and Mogulus, or Qik on a cell phone.
20. Attend a conference dealing with social media like New Media Expo, BlogWorld Expo, New Marketing Summit (disclosure: I run this one with CrossTech), and dozens and dozens more. (Email me for a calendar).
21. Collect case studies of social media success. Tag them “socialmediacasestudy” in del.icio.us.
22. Interview current social media practitioners. Look for bridges between your methods and theirs.
23. Explore distribution. Can you reach more potential buyers/users/customers on social networks.
24. Don’t forget early social sites like Yahoogroups and Craigslist. They still work remarkably well.
25. Search Summize.com for as much data as you can find in Twitter on your product, your competitors, your space.
26. Practice delivering quality content on your blogs, such that customers feel educated / equipped / informed.
27. Consider the value of hiring a community manager. Could this role improve customer service? Improve customer retention? Promote through word of mouth?
28. Turn your blog into a mobile blog site with Mofuse. Free.
29. Learn what other free tools might work for community building, like MyBlogLog.
30. Ensure you offer the basics on your site, like an email alternative to an RSS subscription. In fact, the more ways you can spread and distribute your content, the better.
31. Investigate whether your product sells better by recommendation versus education, and use either wikis and widgets to help recommend, or videos and podcasts for education.
32. Make WebsiteGrader.com your first stop for understanding the technical quality of a website.
33. Make Compete.com your next stop for understanding a site’s traffic. Then, mash it against competitors’ sites.
34. Learn how not to ask for 40 pieces of demographic data when giving something away for free. Instead, collect little bits over time. Gently.
35. Remember that the people on social networks are all people, have likely been there a while, might know each other, and know that you’re new. Tread gently into new territories. Don’t NOT go. Just go gently.
36. Help customers and prospects connect with you simply on your various networks. Consider a Lijit Wijit or other aggregator widget.
37. Voting mechanisms like those used on Digg.com show your customers you care about which information is useful to them.
38. Track your inbound links and when they come from blogs, be sure to comment on a few posts and build a relationship with the blogger.
39. Find a bunch of bloggers and podcasters whose work you admire, and ask them for opinions on your social media projects. See if you can give them a free sneak peek at something, or some other “you’re special” reward for their time and effort (if it’s material, ask them to disclose it).
40. Learn all you can about how NOT to pitch bloggers. Excellent resource: Susan Getgood.
41. Try out shooting video interviews and video press releases and other bits of video to build more personable relationships. Don’t throw out text, but try adding video.
42. Explore several viewpoints about social media marketing.
43. Women are adding lots of value to social media. Get to know the ones making a difference. (And check out BlogHer as an event to explore).
44. Experiment with different lengths and forms of video. Is entertaining and funny but brief better than longer but more informative? Don’t stop with one attempt. And try more than one hosting platform to test out features.
45. Work with practitioners and media makers to see how they can use their skills to solve your problems. Don’t be afraid to set up pilot programs, instead of diving in head first.
46. People power social media. Learn to believe in the value of people. Sounds hippie, but it’s the key.
47. Spread good ideas far. Reblog them. Bookmark them. Vote them up at social sites. Be a good citizen.
48. Don’t be afraid to fail. Be ready to apologize. Admit when you’ve made a mistake.
49. Re-examine who in the organization might benefit from your social media efforts. Help equip them to learn from your project.
50. Use the same tools you’re trying out externally for internal uses, if that makes sense, and learn about how this technology empowers your business collaboration, too. “

Social Media Continues Evolution. Marketers Take Note

I was pursuing through Jeremiah Owyang’s blog and came across a post he had that featured a recent bit of research regarding social media or as Universal Mcann calls it “Wave 3”. In this latest round of Universial Mcann research they call attention to several trends noted by the following statistics:

• Social media is a global phenomenon happening in all markets regardless of wider economic, social and cultural development. If you are online you are using social media

• Asian markets are leading in terms of participation, creating more content than any other region

• All social media platforms have grown significantly over the three Waves

– Video Clips are the quickest growing platform, up from 31% penetration

in Wave 1 to 83% in Wave 3

• 57% have joined a Social Network, making it the number one platform for creating

and sharing content

– 55% of users have uploaded photos

– 22% of users have uploaded videos

• The widget economy is real

– 23% of social network users have installed an application

– 18% of bloggers have installed applications in their blog templates

• Blogs are a mainstream media world-wide and as a collective rival any traditional media– 73% have read a blog

• The blogsphere is becoming increasingly participatory, now 184m bloggers world-wide– The number one thing to blog about is personal life and family

• China has the largest blogging community in the world with 42m bloggers, more than the US

and Western Europe combined

• Social media impacts your brands reputation

– 34% post opinions about products and brands on their blog

– 36% think more positively about companies that have blogs

Universal Mccann International Social Media Research Wave 3

view presentation (tags: socialmedia research social media)

 

Universal Mcann makes a poignant note in their statement:

“Social media is an important shift, as it summarizes the importance of interaction, the consumer and the community. The term emphasizes the idea that as a collective it can have as much impact as any traditional media platform. In truth, to claim social media as “new” is slightly misleading. From the beginning, the internet was founded on message boards, chat rooms and peer to peer communication. What has changed is the mass involvement that modern social platforms inspire.”

 

To that point social media has been around as long as humanity has been around. The friction in the communication between and across large numbers of people has been removed and this is fueling the a requirement that we as marketers must accept, adapt to and embrace in our daily actions. Nuff Said.