Posts Tagged ‘Viral’

Quit your day jobIn my last post I spoke about who in an organization should take the reigns of the social media campaign. All the “consultants” (myself included) probably thought they were safe as they are able to do any and everything asked of them. Well truth is that the consultants are not safe.

Social media is a new beast for many companies and as such the need to hire outside help is strong. Not every company can find the right person with enough experience to tackle the set up of a social media campaign from scratch. What they need to look out for is the perception of the company when a third-party takes the reigns. I spoke about Sales/customer service being a huge part of your social media presence. Do you honestly want someone who does not know your products and has 3-5 other accounts to try to handle any complaints that come down the Social Media pipe? Would you not rather have fewer people handling a process? This is what happens when you outsource.

What was that? You say you cannot afford/justify another full-time worker on salary? What if you divided the responsibilities among those already in sales/marketing/pr. Better yet you could hire a part-timer (although Social Media is a 24/7 job) or another “Marketing Coordinator” to help the already stressed Marketing/PR department. Make social media the main requirement but give them other responsibilities to push them along the way.

Yes I understand that I just made myself and many of my friends irrelevant (although I am looking for a full-time gig *hint hint*) and I may take some flack for that but do not fret. No one reads this blog. Even if they did there are still ad agencies out there. This business model will not die with this one blog post. There will always be a need for true social media “consultants,” we just need to make ourselves indispensable. We also need to get rid of those who call themselves gurus, ninjas, rockstars or any other manner of title that does not mean anything. Just because you have a Twitter account and a laptop you are not an expert.

Do you think the consultants should go the way of the dinosaur? Do you want to rip me a new one for exposing the little secret we all know? Let me know in the comments!

Updated: Maybe we should see more “consultants” being hired for a month of two to get the social media up and running, along with the training of the key players. This way the company gets to see how it will be run and the “consultant” (I do like coach better) will not need to go away. This could be a better solution. Small businesses would not hire them full-time as it would not be needed. Would this be a better model than just going in and showing them how it is done?

OK so this may not come as a shock to you as almost everyone and their cat has written a post on their blog in regards to Social Media in an organization and where it fits, but I would like to think that this one will be a little different. I am going to include examples from a company I previously worked for that currently does not use Web 2.0 but more along the lines of a Web 1.5 strategy. Guess I should explain Web 1.5. I see Web 1.5 as when a company is on social media, or at least a few of the sites, and does not interact with the fans. HTC is a great example of that. You look on the wall and there are many people talking to HTC but no response. This is what people in the business call, bad social media marketing.

So to start with where social media fits in an organization you do have to look at the company. The one I worked for was a large private technical school. Currently they have a Facebook and Myspace page but that is as far as it goes (Yes MySpace still fits with their demographic). Unfortunately they only use these pages as a sounding board for whatever they are doing. Many fans/friends are trying to talk to them but to no avail. Is that effective? Not Web 2.0 effective. Why would you ignore people trying to get more information from you?

So most blog posts will tell you that marketing or PR should run the social media. I would say that there should be more than that. This company had all of your typical departments, Marketing, PR, Sales/Customer service, Internet and Event Marketing. Which department should handle Social Media? All of them.

Seems like I just tried to get off easy there, did it not? Well let me dive into that a little bit. Marketing and PR should have the reigns in the social media strategy. That is without debate. The great thing about social media is you can have more than one person or department on it at a time.

Take the event marketing team. What would be better than live tweeting at an event and sharing those pictures and videos with your fans as soon as you take them. Who knows the events better than the team that puts them on? Sales team needs to be on social media to help with any potential clients. Why would you want to talk to someone and then hand them off to the “next available representative” when you could work them through the process the whole way?

Really these are just a few options out there to a larger corporation and may not work for everyone. Oh and about the old saying of too many hands spoil the pot? That is what a defined social media strategy is all about. Everyone knows their place in the organization and social media should be no different.

Do you have any examples of a large company who segments their social media successfully? I want to see them!

So I have finally decided to prioritize my days. I always think more clearly when I go for a nice long drive so last night I decided to do just that. I figured I needed to find out when I felt I was the most successful and happy in my life and see what was going on at that point. I finally came to the conclusion and decided I needed to add more simplicity in my life.

While organizing my days may not seem simplistic it really can be. I came to the conclusion that I needed to better myself as well. What really came to mind was the fact that I currently am fluent in Spanish and I have always wanted to learn another language. I have now planned time in my day to work out and learn Italian. Today was my first day and it has been a great morning.

I started thinking about how this pertains to Marketing. Well the market is ever-changing and if you do not stay on top of the changing landscapes you will never progress. The great Ogilvy said that “Encourage innovation. Change is our lifeblood, stagnation our death knell.” This is true in anything we do but even more so in business and marketing. Think of the companies that have been slow to embrace change and how long they were on top when the changes came.

In Marketing we have a new platform in front of us, Social Media. While many companies are embracing certain aspects of this new media they do not embrace it well enough. Many marketers understand the need to be there but do not understand how to use it. Worse yet is they do not innovate while there. They are not organized and are not trying to better themselves and their company. It is time to change that.

What do you think can be done to show these companies how to better themselves and get organized in the Social Media realm? Shouldn’t they be studying these technologies for their personal benefit or is it just a passing fad?

I love Marketing. Any kind really. Advertising, strategy, social media, guerrilla, viral, you name it I like it and have either experimented in it or actually worked on it. I figure I would talk a little about what has worked for me as well as my general philosophy on marketing itself.

When I take a look at Marketing I really like to see how I can dive into the consumers mind. I take a look at the typical consumer (I know, research!) to see how they think and feel. Sometimes this is already done for me but most times this will include people watching in heavily crowded areas (This is a very necessary skill in Marketing in my opinion).

After I get a feel for who I am aiming at (I never take more than a few hours as time is money), I begin to formulate the channels that will be used. I have experience in a variety of different Marketing backgrounds so my campaigns tend to include a variety of ideas (and I personally prefer ideas that are considered Guerrilla in nature).

Best advice is to go with what you are comfortable with and what fits with your demographic. If you do not understand Social Media, do not go there. You will lose out on business but by not executing a social media campaign well you will be exiling those potential clients for quite some time.

Need help? Let me know in the comments what specific advice you need and I will be more than happy to help you out.

So I ran across this today when I logged into my Foursquare account. Go ahead and look… I am talking about the highlighted area that asks if you are the manager of the business. What is that you ask? Well I had to check it out for myself.

After clicking on the hyperlink it takes you to a page that explains what the business manager gets in return for claiming the venue:

In order to give you the power to create specials for your venue, we need to confirm that you’re the person in charge of managing that venue.


In addition to being able to create specials for you location, Foursquare gives you access to its research:


By claiming your venue, you’ll also get exclusive access to the stats we collect for your venue — how many people check in on what days and times, and lots of other goodies.


What I like about this “new” option (I haven’t seen it before today) is that it is finally an option to track visits to your location. Foursquare will actually keep track of the visits for your specials. You are only allowed one active special at a time but can activate a new special at anytime.


Why is this significant you ask? Well this removes a barrier many small businesses have been facing to entering the Foursquare game. Before this it was a little more difficult to keep track of the specials and required more work on the part of the business owner. I applaud Foursquare’s decision to make it easier to control the specials and look forward to what this is going to do for small business and the mainstream adoption of Foursquare’s service. 


Gowalla has had a little buzz as of late (no social media pun intended) that would also be great as a blog post… maybe another post is in order?


What is your take on the new “fad” of geolocation apps? Will the fad fade or is this the next big thing? Do we even need geolocation? Let me know!