I had a ridiculously busy day today, working on research for Joel Postman, figuring out where I'm going to be over the next few weeks, and prepping for an interview with a company I would
really like to work for in the future.
Then, I spent the rest of the day working on a project for a friend who wants to start a blog for his company. Given the wide array of information he is trying to get out via social media, we had to come up with a comparison tool to present to the big guns at his firm.
Lee Odden at TopRank® posted a great article on his blog to help marketers compare marketing tools, including these two lists:
Direct Marketing:• Develop top level messaging
• Research and build an email list
• Acquire snail mail lists and segment
• Create and implement a series of email offers to the list with landing pages
• Create and implement a series of direct mail pieces
• Setup and run PPC campaign(s) with landing pages
• Craft story and press releases
• Research publications for planned stories and journalists covering the topic
• Distribute optimized press releases via wire services
• Pitch story to industry and regional publications, editors/journalists
• Leverage coverage from pitching as part of final email promotions
• Solicit feedback from those signing up and use as testimonials for subsequent promotions
Social Media Marketing:• Monitor discussion on social communities and networks for key conversations, keywords and topics
• Identify top concerns relevant to what the company is promoting and develop messaging for solution
• Identify influentials in the social communities, bloggers and authorities - ask them their opinion
• Identify media types most often used with topics and communities - text, video, image, podcast as well platforms for communication: blog posts, comments, microblogging, status updates, social network notes, social news and bookmarking and as possible, direct messaging and IM
• Create messaging specific to media type and platform as way of sharing information about the offer
• Create content destinations that explain the offer and that also offer the opportunity to interact, share opinions and comments - blog posts, video, event pages on social networks (like a landing page, but focused on being informative and encouraging discussion, not salesey)
• Reach out to influentials on a one to one basis, recognizing them for sharing their opinion, explaining the offer and your goals - ask them to join in in spreading the good word. Explain what’s in it for them and what’s in it for the community.
• Monitor the communications that result in the most signups and provide feedback on progress
• Offer influential bloggers a “free pass” to blog the event or a preview of what’s being offered
• Recognize participation and contribution to reaching goals
• Continue to engage interested participants and communities
Right now, the company uses direct mail to reach clients and internal messaging to reach employees. By taking on a social media aspect to their marketing, there huge benefits and potential implications. The company made an attempt to publish webisodes talking about company policies, changed, new information, etc. but the point being social media is going into it full throttle and not holding back. It requires much more time and attention than standard direct marketing, which tends to use the "ready, fire, aim" method, instead. There's a level of involvement on the client's part that requires them to come back and, in some way, openly express themselves while learning about the information put forth by the social media. By involving the clients in this way, it gives them a level of responsibility to uphold, "I need to read and comment on this blog, or else they won't hear me," or "I need to make sure I respond to Jim from ABC Company's questions on ABC Company's social networking site, because they need to know how dissatisfied I am with their service." This manifests some pretty tough issues to consider, however... what if they don't read it? What if no one participates? Brand it. Engage your interested participants and communities. Make sure the information that is presented is relevant to the readers, that they are gaining something by participating.
When Southwest Airlines had to respond to violating FAA requirements regarding airline inspections of Boeing 737s, they responded by posting a blog entitled "We Take Safety Seriously". A wide variety of comments trickled down behind that post, ranging from "I don't believe you," to "I have faith in SWA-------More than any other airline - If you lack confidence STAY HOME !!"
Debbie Weil at BlogWrite for CEOs questions whether or not this is the ideal way to broach the subject with consumers. Do consumers feel this is a valid way to break bad news, or should they follow traditional media outlets, such as press releases and conferences to address the issue.
Many, many considerations should be made when developing a blog for business. What information stays internal, what can be externalized to clients? What are the implications of each post? Are there legal implications to the message being sent to customers? Is using social media a financially viable option for your company (employing someone to take on this job is a full time extravagance that not every business can afford)? Even consider the social implications that an internal blog might have; use language that everyone understands. Avoid the assumption that everyone understands acronyms that your division uses on a regular basis. Don't make the mistake and jump right in, make the plan.
I have a busy few weeks ahead, Washington, DC, Portland(?), New York, Orlando and maybe a quick trip to the Caribbean just for fun. Right. Check in here for pretty pictures from my travels. With that, I leave you for waffles.
Labels: advertising, blogs, business, change, complaints, confidence, confusion, customer service, development, jobs, marketing, tip o' the day, waffles, websites