Marketing | Words For Hire

Social Media: Will the Free World Begin Charging Admission?

April 21, 2010 by Karen Swim

: Image by jking89 via Flickr

One of the early attractions of social media was the low barrier to entry. Basic access to all of the platforms was free and many services did not even have a premium option. The accessibility empowered small to medium sized businesses who had felt outspent in other areas of marketing by big business. A small company blog could compete with big business on a level playing field. Video put commercial production in the hands of anyone with a flip camera. Now that may all change.

Ning has announced an end to free. Twitter now offers “promoted tweets.” Many other free services have either dissipated or switched to premium models. There was always a danger in relying too heavily on platforms that we neither owned or co-opted with our dollars. The very thing that drove social media’s growth may force these companies to shift to paying models in order to support traffic and innovation.

While we still likely see free or low cost services available to all, the introduction of premium services may once again mean that he who has the most dollars can gain an edge.

I do not believe that we should abandon the tools but it is imperative to develop strategies that are not dependent on a specific platform or current day business model. Let us not forget that free also means lack of control. The recent issues with Twitter illuminate this fact.

We must have plans and contingency plans and all should hinge on the non-negotiable asset in all marketing – your customers. Relevant, quality messages will survive any delivery method. The ingredients are the magic not the plate on which they are served.

And yes, we must watch for those telltale signs of change and be ready with a plan should our tactics need adjusting. Change is one of the constants of this digital age. The one thing we cannot do is build a business or marketing strategy on the foundation of free, at some point, we will pay the price.

Have you ever used something that was free and then moved to a premium model? Did you continue using? What impact did it have on your business or life?

The free ride in social media is coming to an end (directmarketingobservations.com)
The free ride in social media is coming to an end (socialmediatoday.com)
Ning Layoff 40% of Its Staff and Say No More to Their Free Service (crenk.com)

Child’s Play?

April 19, 2010 by Karen Swim

I had a consultation with a small business owner who was looking for advice on reaching his market through social media. A trusted colleague had advised him to “find a kid 18 – 22 years old” to manage it.

I suppressed a groan as I explained that unless the “kid” was a marketing professional that could develop strategies aligned with his business goals it was not a good idea.

Smart business professionals are willing to turn over mission critical business tasks to those they assume know more than they do. Expertise does not have an age limit, but age alone is not a qualification.

There is a huge difference between having knowledge of social media tools and having the knowledge on how to implement those tools in business strategy. This is true whether you are 15 or 45. Business development, ROI, governance, engagement and communications strategies are essential to effectively deploying social media marketing for your brand.

This particular company has much to lose. Launching a half-baked strategy could damage their brand in an industry that has a long memory. Their target market demands credible professionals who are knowledgeable about solutions and truly engaged in their causes.

I can understand the confusion about the value of social media. When discussed in the mainstream it is presented as a frivolous entertainment tool rather than a business tool that can be used for brand building, and customer support.

However, a lack of knowledge is not an excuse for mismanaging the effort by failing to get educated on how it can be used. Social media platforms may be the shiny new tools in the toolbox but the building process has not changed. There is no need to be so intimidated by the technology that you fail to apply good old fashioned business sense.

Facebook may have Farmville but using it as a business tool is definitely not kid stuff.

How do you manage the knowledge gaps in your business? Have you ever outsourced something that you did not understand? What were the results?

Moving Under the Social Media Umbrella (socialmediatoday.com)
Using Social Media to Increase Sales and Brand Awareness (lazerpromotions.com)
How SMBs Allocate Their Social Media Spending (pamorama.net)

Positive on Purpose

March 31, 2010 by Karen Swim

: Image by .michael.newman. via Flickr

Kellye Crane (warning, gushing may ensue as I am a huge fan of Kellye) had a great post on her blog with tips on how to maintain a positive attitude. While the post was geared toward solo professionals the advice is applicable to mobile and remote workers and even office based employees.

Having a positive attitude is essential to maintaining your sanity and peace of mind but also can boost your career success. You are better equipped to handle the challenges inherent to work life when you view things through a lens of focused clarity.

No matter where you are based or how big or small your company you need to make time to renew your attitude. There is no better way to do that than to spend time with other professionals in an environment where you can learn, share and support. Below are a few strategies that have worked for me.

I have mini water cooler moments throughout the day via social media. A quick conversation on Twitter, Facebook, Buzz or FriendFeed keeps me updated on social and industry trends, provides inspiration for new ideas and offers a mental boost that keeps me energized throughout the day. You can create your own water cooler moments with a little creativity. If you don’t have online access, seek out others in your company with great attitudes and spend 5-10 minutes brainstorming new ideas or sharing information about your industry.

I have two hours on my calendar every week for two of my favorite online chat sessions, #brandchat and #solopr chat. Both are on Wednesday and I try to structure my schedule that day so that I don’t miss out. Brandchat is at 11 am US Eastern and Solo PR is at 1 pm Eastern. Every Wednesday both hours fly by as we share information, resources, tips, shortcuts and laughter. There is nothing more energizing than an hour with accomplished professionals with a great attitude. If you want to participate or just eavesdrop, I use tweetchat to participate, but some prefer tweetgrid. Solo PR and Brandchat both also have Facebook pages.

When I worked in Corporate I was a remote worker so all of my time was in the field, traveling or working from a home office. I made time to meet with colleagues for lunch or coffee. Those informal meetings were our time to share and support and we always left energized and renewed with new ideas.

Multitask. As a runner, I have found running groups to be a great way to combine mental and physical fitness. If you’re not into running, you can create “meet-ups” around your area of interest. Get a group together to meet in the parking lot at work and walk; combine networking with volunteering; create a book club and meet at a local library or online. If you have kids, schedule a kid friendly networking event so that you are not sacrificing family time. How many parents would appreciate combining adult interaction at insanely challenging places like Chuck E Cheese?

Don’t limit yourself to your industry; make time to connect with others in completely different industries or functions. You’ll gain a fresh perspective that you can apply to your own work life.

Far too often I hear professionals say that they don’t have time for networking or professional socializing. Sadly, these are often the people that are stressed out and seriously in need of an attitude boost.

Kellye Crane is a great example of someone who took the initiative to create a community. If a community of positive thinkers doesn’t exist form your own!

What strategies do you use to stay positive?

Article Resources

Do I Need Social Media?

March 30, 2010 by Karen Swim

: Image by Elke.Fleing via Flickr

For new clients, I routinely do a quick brand report that includes an assessment of social media mentions. The report identifies strengths and weaknesses and helps me to prepare customized solutions. I shared this report with a new client this week who serves the senior market and his response was:

“This is interesting but 60% of our customers being 50+ baby boomers, why is “social marketing” relevant to us? Most baby boomers that I know may have a facebook page to find old girlfriends or college mates – but not much else. What am I missing here??’

Since this is a common question, I’d like to share my answer here.

This particular client report showed that there are brand mentions. Conversations are happening about the brand with or without their participation. In this new age of media, everyone has access to a publishing platform. You may not start every conversation but it is worthwhile to show up and be part of it!

Word of mouth referrals and brand discussions are nothing new but now those conversations are taking place on and offline. Brands have an amazing opportunity with new media that did not exist previously – the opportunity to listen in and participate in those conversations.

Effective marketing is targeted, relevant and visible. Traditional advertising allowed us to reach a broad cross section of our market but it was (and is) largely one dimensional. Social media allows us to engage with our audience in the places that they gather.

Don’t ever make assumptions about your market but validate your thoughts with research. According to a January 2010 report by emarketer.com in 2007 30% of Boomers (46-62) and 10% of Matures (63-75) maintained a social networking profile. In 2009 those numbers increased to 46% for Boomers and 36% for Matures.

There are many roles in the buying process; your approvers may not be using social media but what about the evaluators and the influencers? In my client’s example, referrals may come from family members, physician offices, hospitals or even pharmacists. Consider all of the people in each of those categories – think any of them are online?

I am not banging the drum and telling everyone to rush out and sign up for Twitter, but I do advise understanding where and how your market is utilizing social media and incorporating it into your marketing strategy.

5 Social Media Pitfalls to Avoid (socialmediatoday.com)
The Social Media Self Assessment Checklist-22 questions (directmarketingobservations.com)

What You Can Learn from the Leno Shuffle

January 11, 2010 by Karen Swim

: Image via Wikipedia

Jay Leno hosted daily nighttime talk show, The Tonight Show for 17 years. Like previous hosts before him, he retired and passed the torch on to a successor, Conan O’Brien. There was however, a twist. Leno was not going to retire to a life of leisure and golf but to a nightly hour long variety show that would air 1 1/2 hours before his “old show.” NBC thought that Leno’s new show was a bold move that would change the 10 pm viewing hour instead a mere 4 months into the new show, it is being pulled.

The latest news is that Leno’s show will be revamped as a half hour show that will air at 11:35 pm, and The Tonight Show will move to 12:05. I have a feeling that someone at NBC will be in the job market very soon.

The Leno/Tonight Show saga is not unlike what happens in corporations. Fresh talent and new leadership is brought in but the old regime does not step aside to let them build their audience. NBC falsely assumed that the popular Leno could usher in a new format in the final primetime hour. The network would have a much cheaper show to produce and would leverage Leno’s brand to win viewers. Poor Conan O’Brien never had the opportunity to rise or fall on his own merits. He was given the spotlight and then left to meander in the shadow of the former host.

Passing the torch cannot be a half-hearted move. You must make the change and stand by it allowing the new team to make the “show” their own. They may fail as they find their way but you guarantee their failure when you hamstring them from having their moment to try.

When it’s time to step aside, pass the torch graciously and then get out of the way. The new team will not do things in the same way or make the same decisions, but isn’t that the point? A great leader not only knows when to step up but when to step down.

Have you ever had to pass the torch? Was it difficult to hand over the reins?

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