In this interesting comparison using basketball as the analogy, we see how to use Twitter and Facebook for different branding purposes. Also intriguing: keeping your customer within your "walls" on Facebook instead of sending them home to your website. From VentureBeat's Digital Beat column.
Tag Archives: branding
Social media and business strategy: Integrating around a dynamic website
Part 3 of 3. The KickApps
seminar I attended last month yielded a wealth of information, from
both advisors and corporate marketing people, about what to do with
social media if you're a company. For the next three posts, I'm
sharing what I took away from the afternoon. [To become a member of
KickApps own social network, click here. You'll be able to watch the videos of the seminar presentations.]
These brief points are compiled from the excellent presentations made by Alex Blum of KickApps, Dylan Boyd of eROI, James Mastan of Blue Rain Marketing, Jeremiah Owyang of Forrester, and Sandy Carter of IBM.
Integrate social media into every campaign
- Always integrate — never segregate — social media, and always think of it as an element of your overall marketing effort.
- Make listening to the user — consulting the user — a key activity during product development. And do a lot of betas.
- Identify the folks who seem to influence the rest of the community and converse with them.
Identify the elements appropriate for your marketing strategy
- Figure out which tools are used by the majority of your stakeholders — users, customers, influencers.
- Learn the language — the words — your customers use to talk about your product
- View downloads as a metric; they are a measure of interest.
- Add widgets and an RSS feed.
- Put your own people on the website.
- Choose metrics carefully. Be particular about the metrics that tell you the most about what you
want to know. There's no one formula. You have to play with this a
bit. Start by building a profile of the qualities and credentials that
define a credible response from a customer or stakeholder. In other
words, for metrics, build a credibility engine that gathers the most
important comments.
Identify the tactics appropriate for your marketing execution
- Put tips and tricks in headlines around the site, including related sites such as blogs and networks.
- If you have a boxed product, do an unboxing video — they're big right now.
- When you create a community, start small. Identify the alpha users
— they will be the influencers over time. Give existing members the
ability to extend beta invitations. Use pin-coded invitations and even
handwritten notes. - As the community grows, find community managers from within it.
- Pilot changes to your website in a contained environment — and
remember that looking home grown is appropriate if not advantageous. - Avatars have five times the click through rate than regular ad-style features.
- Twitter is food for announcements, Facebook is food for the persona.
- When you're doing gift certificates, start small and ratchet up the value — it creates anticipation and demand.
The bottom line: Understand the new basics of marketing as rendered by social media
No one is an expert — some of this is by instinct.
Be transparent about your features. For example, if a character is a persona or fictional, say so; just make sure it has a unique voice.
Make sure your tone is pitch perfect for the stakeholders with whom you share ideas and information.
If you're a sales person from way back, just remember that this is a long sales cycle — but it's potentially just as rich.
Communicate personally to help each person in your community feels special.
Think
lifestyle — understand intimately the people that are interested in
your brand, products and services and build a set of experiences around
their expectations and behavior.
Listen
to the voice of the user/stakeholder/customer and incorporate their
wishes in your strategy. One way is to create an advisory council
whose conclusions will speak volumes to the company folks who don't
necessarily want to take the next step forward with building a more
social website or building social media into a marketing strategy.
Always keep people at the center of this equation — and make sure the technology you use serves them.
When
adding talent to your team, look at case studies of what they've done
in the past and consider them in the context of what you want to
accomplish. The magic of social media comes not from the tools but
from what you do with them — how you tailor their use to your specific
situation. This magic needs no slight-of-hand.
Social media and business strategy: The dynamic website
Part 2 of 3. The KickApps
seminar I attended last month yielded a wealth of information, from
both advisors and corporate marketing people, about what to do with
social media if you're a company. For the next three posts, I'm
sharing what I took away from the afternoon. [To become a member of
KickApps own social network, click here. You'll be able to watch the videos of the seminar presentations.]
These brief points are compiled from the excellent presentations made by Alex Blum of KickApps, Dylan Boyd of eROI, James Mastan of Blue Rain Marketing, Jeremiah Owyang of Forrester, and Sandy Carter of IBM.
Make your website more open to viral discovery
-
Customize it — not just the design but its searchability and usability
-
Focus on content that is yours — differentiate
-
Enable syndication via widgets
Integrate your website planning into your overall marketing strategy
-
Use tools that enable you to graph your user data
-
Let your branding approach give your website its context
-
Make it easy for visitors to interact with you and your brand —
build a community or better yet, give users the ability to grow one
organically -
Make sure your strategy accommodates the fact that your
communities will define your products — so don't try to control the
communities, just be part of them and help to seed the networks within
them -
Craft your website in such a way that it helps your community
experience not just your products but the Web itself more vibrantly -
Remember that community members trust each other more than they trust marketers
Consider three important social tools for the website
-
A wiki — a great way for customers to contribute their ideas
-
BOTs — to increase clickthrough — but use them sparingly because that's their power
-
An independent social network around your product
Social media and business strategy: The website
Part 1 of 3. The KickApps seminar I attended last month yielded a wealth of information, from both advisors and corporate marketing people, about what to do with social media if you're a company. For the next three posts, I'm sharing what I took away from the afternoon. [To become a member of KickApps own social network, click here. You'll be able to watch the videos of the seminar presentations.]
These brief points are compiled from the excellent presentations made by Alex Blum of KickApps, Dylan Boyd of eROI, James Mastan of Blue Rain Marketing, Jeremiah Owyang of Forrester, and Sandy Carter of IBM.
Three reasons to incorporate social media into your market and website plans
-
It enables deeper engagement with your community.
-
It automatically makes your digital footprint more dynamic.
-
It's cost effective. In many cases, existing staff can easily participate, and many of the networks are free. And the money you budget will buy a lot more than traditional media buys.
Understand what social media is doing to the website and cyber communications
-
Registration pages are going away, to be replaced by social
features that capture information in a way that is useful for the
visitor as well as the company. Any contract-esque feature will become
informal and behavior based, not statement based. -
Email will begin to merge with a social inbox
-
Branding will become more contextual — in the context of the user's point of view, mindset and purpose
- Your product and brand will achieve relevance based mostly on its
usefulness to the customer — and much of that will be gauged not in
terms of the information you gather via interrupting the experience,
but in the information you share through the experience of using your
website - Be ready to go where the most customers are — to the most popular
areas of the website — not necessary where you think customers should
be - Aggregate conversations and behavior to make the user experience more valuable to them and to the company
Manage your risks
-
Privacy
-
Noise
- Insularity around narrow interests
Airlines: Turn your employees into brand managers
I flew USAirways last month and had something of an unsettling experience. Suffice it to say that there was a gate agent in Charlotte with a Hitler complex on a power trip. Not a good combination.
I have a long, long relationship with USAirways, dating back to when I was a kid and it was called Piedmont. It's pretty much the only airline that has flown consistently into eastern Tennessee, which is where I have to go when visiting Big Stone Gap, Virginia. And in my experience, USAirways people have always been at the top of the industry in terms of customer service.
Why is this of any consequence in a blog about brands?
Right now, each and every airline has a huge opportunity in front of it — the opportunity to make itself seem to be the most vigilant, courteous, professional, customer-loving entity in the air. Because the airlines have had to cut back the amenities, more than ever they must compete on price, schedules and service. Which means that their brands will be either polished or tarnished by employee behavior. For the next two years, the primary point of differentiation between airlines will be employee demeanor.
Like my mother always said when we got less than an A in deportment, your conduct is the easiest thing to do right. Along these lines, some suggestions for how USAirways — and every other airline — can help their people turn service into a recognizable competitive advantage.
1. Make sure the people you put on the front lines of customer interaction are equipped to handle it — in terms of exposing criminals as well as dealing with a challenge. I'm not likely to take someone seriously who is either doing standup [American has one of those in Chicago] or has tailored his uniform to gangsta style. Come up with a test to expose the employees most likely to lose it with passengers.
2. Edit the content you share with passengers. Transparency doesn't mean over-communication, it means precise communication. Besides telling passengers that a screw is loose on the pilot's flight panel, take the time to explain why you shave 15 minutes off the boarding time and must rush them onto the plane.
3. Make sure that all your people send the same message, whether it's about what type of carryon is permitted on what type of flight equipment or how happy they are to have us as customers. Consistency in messages and their deployment is critical to good branding — especially in a service business.
4. Teach your gate agents to think of their jobs as relationship managers, not cargo movers or g-men.
5. Remind your gate agents that any negative behavior on their part most likely will fall on the flight attendants, which will then fall on an entire planeload of people.
6. You have a captive audience in the gate area. Remind people of the rules — example, why a rolling carryon cannot go on a particular plane — and enforce them across the board. jetBlue is excellent at this — authoritative without being abusive.
7. When you say you're sorry, mean it. USAirways does this very well. And I don't mean free vouchers here.
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