Social Media: New Marketing for New Urbanisim
The Charter for the Congress for New Urbanism outlines specific principles and practices which, in effect, serve as a guide for developers, governmental authorities, designers, planners and real estate professionals towards responsible community building. Emphasizing the timeless utility of many classical design principles while embracing many higher sociological and environmental standards that are embraced today, New Urbanism distances itself from “the spread of placeless sprawl” and development that segregates people and communities by race and income while establishing a new model for more economically efficient, more socially practical and practically adaptive standards for community building.
Everything that has been produced to-date in terms of traditional community design that would qualify itself under these standards has taken risks that run counter to conventional design and development practices. New Urbanist projects also often conflict with conventional local ordinances and, to a degree, conventional market standards. Traffic engineering is secondary to social engineering and community structure. New urbanism raises the bar. It is different from the standard subdivision development, that unfortunately came to define the American built environment of the 20th century. And while many new urbanists and traditional developers have achieved tremendous accolades in achieving models with wide appeal, from the simple perspective of creating places that draw people in (from the perspective of: design, social integration, walkability, commercial appeal, public space, civic contribution, etc.), they cannot escape the fact that, when you get down to the nitty gritty, they are still fundamentally participants in the real estate development and sales business.
As a product for real estate marketers, traditional neighborhood developments (TND’s) equip the marketing and sales team with a better mouse trap. No doubt about it, they typically have more attractive product, safer streets, better public spaces for events and festivals, better stories to tell, happier residents, etc. Since TND’s became standardized as a distinct marketing category by market research entities almost 20 years ago, the Urban Land Institute has demonstrated that, on average, TND sells at a faster rate and at a 30% higher premium than a conventional suburban neighborhoods with comparable home sizes. Yet, until recently, when purchasers researched new home opportunities in the market of their choice (either second home or primary residence), TND’s and suburban product are advertised in the basically the same way. They vie for space in real estate and lifestyle media publications; they compete for the same mailbox space via direct mail campaigns, same air time for radio spots, same MLS, etc. They are fundamentally different products, but for all effect and purposes, they are marketed the same.
Depending on the talent of the advertising agency, or the word-of-mouth reputation that has been achieved as a result of the community’s track record and quality, TND’s are better equipped to compete in the area of content marketing. And, if managed properly, they always outshine the competition in terms of public relations efforts. They are good stories for the local media and usually are good sources for stories in industry and national design publications. They are “different” and, usually, refreshing; consequently, the make good fodder for local media. But the bottom-line is that the fundamental marketing principles for marketing new homes are identical whether we are talking about a New Urbanist communities or the conventional suburban subdivision that has clogged our markets with monotonously excessive inventory and, in many cases, financial liability. Why do we operate this way? We are creating new models for more responsible development and a better way to live. Why then to we continue to subscribe to the conventional marketing models for an unconventional market? Why embrace the sales principles that support the very product which we purport to oppose?
The first rule of thumb in any NAHB/MIRM (National Association of Homebuilder’s Association Masters in Residential Marketing) marketing and promotional seminars is that the sales team should always promote “the community first and the home second.” Sell the customer/client on the major advantages of the lifestyle and the home choice or lot selection becomes a secondary formality.
Regardless of price point (starter home, luxury home, mid-range) product type (multi-family, single-family, attached, detached, condo, etc.) or community plan type (master-planned golf community, Traditional Neighborhood Development, apartment community, resort/second home, age restricted, young families, swim and tennis, conservation, equestrian, etc.) new home marketers unequivocally and consistently attempt to promote a certain degree of lifestyle within their advertising and marketing campaigns. From developers with a national & international target audience to the local new home builder who promotes his neighborhood in the local-daily, the mantra a “better way to live” is at least implicitly plugged-in. From high-dollar direct-mail and advertising campaigns to simple headlines in the real estate classified ads, this formula is has been embraced since the advent of new home marketing in this country.
The tool with which these messages has been conveyed over the decades have changed little until recently. Certainly, advertising and public relations mediums have evolved over time (newspaper to radio to television to the website, posters to elaborate brochures, etc.) but the tricks of the trade with which information is conveyed have varied little.
Over the first decade of the 21st century, housing markets, on the other hand, have changed tremendously, not only representing the greatest loss of faith in the most fundamental of American investment vehicles in history, but marking a turning point in how real estate will be marketed in the future. Without even venturing into the subject of the current financial markets as related to the structure of new home construction and development financing, new projects in the 21st century have dramatically different capacity for funding extravagant marketing programs on the front-end. And, given the anemic rate of absorption in most markets currently, the capacity for existing projects to fund on-going marketing programs has been hindered beyond anything that anyone currently in the industry has ever experienced.
Likewise, from the consumer’s perspective, buyers are not only more educated and equipped with more tools to evaluate real estate purchases on their own, they are gun- shy. Many, having taken their own blood baths, are circumspect about investment and the obligations and risks associated therewith. Many, particularly retirees and Generation-Y buyers, now consider renting over home ownership, for fear of uncertain long-term obligations. Today’s consumer is more wary of the marketplace and suspect of blatant marketing and promotional campaigns that, with the exception of varying degrees of creativity, are fundamentally the same. They know that developers are in a pinch. They see unfinished homes and subdivisions blotting their own towns, as well as the resorts and towns the visit.
Coincidentally (or not?) these industry-wide changes that affect both the capacity of organizations to afford the conventional marketing formula, as well as the behavior of consumers to look beyond the advertising campaign, are occurring simultaneously with another revolution that is changing the way consumers communicate with each other and obtain real-time opinions and feedback form the marketplace that can either support or refute the developer originated marketing campaign. “Sounds like the same old sales pitch to me,” people are saying over and over.
Consumers are now leaning on each other, to both establish the baseline for their research in making a purchase decision and developing basic opinions about products and the businesses that create and market these products. Social media, in all of its variety and platforms, is already delivering consumers very efficient tools with which to bisect the market-place and establish their own sense of comfort with a community, a builder or a home product before they step foot in the place. In a study conducted by social networking site “Myyearbook,” 81 percent of respondents said they’d received advice from friends and followers relating to a product purchase through a social site; 74 percent of those who received such advice found it to be influential in their decision. (Click Z, January 2010). The conversation is taking place about you and about your business right now. Opinions are being formed as a result of this conversation. The question is, are you aware about what is being said and are you participating in it?
Built into the platforms through which one participates in the conversation is the capacity to listen. Content related marketing has absolutely no means of providing this, outside of high-priced complicated surveys and market summary studies that take extraordinary amounts of time and are very expensive. Even “hits” on a website give us nothing more than a vague barometer as to whether or not you are in the game. How the market perceives you is now right at your finger tips. Websites with social media at the core of their design and function are now asking questions. People are responding and, in the best case, they are talking about you and your product. While the bell tolls for many specialities within the world of content related marketing, the light shines on social media as THE means through which we listen to the world and, therefore, influence our own reputation and the market’s response to it.
According to econsultancy.com, ”in today’s internet-enabled world, your ‘reputation’ is arguably more important than it has ever been in the past. Increasingly, information about you and your business will find its way online, and what people say about you online has the potential to become a significant asset or liability.” Many consumer dependent businesses are beginning to take note of this and are becoming proactive in how they both monitor and participate in the multi-dimensional virtual conversation that occurs within the realm of social media. As a a result, more than 80,000 websites have implemented Facebook Connect since December 2008 and more than 60m Facebook users engage with it across these external sites each month (econsultancy.com). Would it not then be intuitive that the industry of and related to New Urbanism retool their mindset regarding marketing strategy to, first-and-foremost, include social media strategy at its nucleus? A Facebook page is great. But are you truly participating?
So, how do we, as New Urbanists, change course, shedding our dependency to outdated marketing methods and our loyalty to mediums which are becoming, if not obsolete, certainly less central in our efforts to Brand our communities, our product and communicate our story to the marketplace? From Linked-in to Facebook, Twitter, Myspace, texting, etc., the platforms through which we are able to participate, and for which we must monitor, are growing at mind boggling pace. How is it possible to keep up with “the conversation” when there are so many languages through which it is spoken?
The quick answer is simply that, regardless of the size of your firm (be you a large scale developer, a home builder or a single agent on-site office), by getting started and sticking our heads into “the conversation” in a tactful way, we can begin to assess the degree of conversation that is currently ongoing about ourselves, our business and our product. The more tweets there are about your community, the odds are that there are more blogs that reference your community and your demeanor, more Facebook postings, etc. A savvy social media consultant can help you begin this assessment and establish tools for you, your company and/or your community harness an adequate cross section of “the conversation” to determine what is being said, what is relevant, and to what degree you should begin implementing changes to your website and your social media campaign in order to participate in an effective manner. How one participates is critical, as blatant marketing pitches within the realm of social media can stigmatize a business as in-genuine (see BlueBeech blog article “Social Risky Business” www.bluebeech.com ). Like the nerdy guy in National Lampoon’s “Animal House” who tried to interrupt the cool guys in the middle of a poker game by saying “You guys playing cards?”, jumping into “the conversation” without being prepared and having something legitimate and interesting to say can kill your business. First impressions are everything, so how one enters “the conversation” and participates in it moving forward are dependent upon the first impression and the relevance of what they have to say moving forward. With social media at the core of “the new marketing formula,” emphasis is less about creative tricks and much more about well articulated sincerity.
From the perspective of marketing and real estate professionals who have the basic tenants of content related marketing principles ingrained in their minds and habits, we are talking about a significant cultural change. But the change has begun already. The conversation is taking place now. The issue is how proactive you are in the conversation in order to utilize it to your advantage. The decision must be whether to establish a position in “the conversation” as a leader or to be dragged into “the conversation” in reaction to what is happening.
“The conversation” can be maintained on every level, from the broad-scale community related issues surrounding a new community and its regional and/or national impact as an innovative new project, all the way to discussions about one particular builder and the broad appeal that his/her green design established a refreshingly comfortable and affordable housing product in the market area. For a resale home in a new home community, the discussion may be about the amazing life experience a family had in a particular home before being transferred to another city. In between there are neighborhood rituals, events and day to day experiences within your community. The story can be motivated by something as simple as providing incentive for people to write about their great experience at the new restaurant in or near your neighborhood, or the memorable evening they had at the Fourth of July party. Third party comments about the quality of architecture, the friendliness of your sales team or the fact that they “dream of living in your neighborhood someday” can blow a conventional ad campaign out of the water. And, if is managed correctly, it can all be handled internally. Even outsourcing ghost writing for a community blog cost peanuts in relation to a media and/or direct mail campaign (and the marketing feedback is built right in).
Its all about real life, real experiences and real conversation, not from the developer or real estate professional but from the marketplace. Every Facebook fan or Twitter follower is delivering direct conduit for you to their contact base, creating a multi dimensional referral network that is quantifiable and, compared to the content marketing advertising programs of the past, almost free. Advertising in strategic media can now take the more practical position within the marketing budget for brand reinforcement and special event promotion; but no longer should it be the central focus of the marketing team. The marketing team is now all about prospecting and relationship building through this potentially endless network of leads, followers, friends, members, etc. It makes sense for every new home marketer to get on the band wagon. For the New Urbanist, it should be a no brainer.
Another “No Brainer” for you…
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A Little Privacy Please
“The fantastic advances in the field of electronic communication constitute a greater danger to the privacy of the individual.” Earl Warren, American Republican Politician and Judge.
Whether or not you agree with Earl Warren’s political views does not change the truth cited in the quote above. All of the “advances” with personal computers, mobile devices, social media platforms and the global internet have us scrambling to put that “privacy please” door hanger on our digital entryways. In 2008, the Consumer Reports National Research Center showed that most Americans are very concerned about their personal information online. According to the poll, 82% of people reported their concern about credit card number theft, while 72% were concerned that their behaviors were being tracked and profiled by companies.
Enter social media 2010. Rather than the government, new world order or a massive corporate conglomerate becoming the Orwellian “Big Brother” – we have created this apocalyptic behemoth ourselves, by sharing everything about us online. If Facebook were a country it would be the world’s 4th largest, between the United States and Indonesia. And for most businesses, it is a vast and uncharted territory in which they are trying to stake a claim.
As I help companies and organizations determine how to engage in this medium, one of the inevitable conversations I have, is about “privacy”. People are concerned about their company’s brand, but more often than not, they are concerned about themselves. Questions like: “What if someone posts a photo of me I don’t want anyone to see?” “What if I don’t become their friend?” “Can they see pictures of my kids?” “How did that get on Google?” and “What the heck is a tweet, anyway?” all lead me to give one answer: “Learn how to use the tools of the trade.”
Most, if not all social media platforms and applications, make privacy settings easy to understand and accessible. Even with all the hoopla over Facebook streams and default settings for photos becoming public, the gigantic online club allows you to create “lists” of your “friends”, and determine what those “lists” can see. A good tip is to categorize your friends by what you want them to see (and what you want to see from them). I have lists for “Networking”, “Church”, “High-School”, “Family” and even “Comic Books”. Each list has different access to information on my profile. That way I am in total control over what everyone sees and what is available to the public.
Worried about identity theft? There are services available to insure that no one will be able to steal your identity. But that does not affect your privacy. Make sure that you control who has access to your personal and business information. Go through the lists of your contacts and learn how to use the tools available. Another “identity” tip: don’t make the year of your birth public on Facebook. Just click the box that says “Display Day and Month Only” – that is the best way to prevent people from finding out how old you actually are – I mean – steal your identity.
Contact me for a training session to learn more about using social media platforms for your business or follow me on Twitter for tips and tricks.
Bottom line: We are all on this journey through the field of electronic communication together, but we don’t have to know everything about each other.
Jeremy Mace
{THIS ARTICLE FIRST APPEARED IN THE BUZZ ON BIZ MONTHLY MAGAZINE}
Virtual Gifts Raise Awareness and Funds for Nonprofits
Have you seen those small digital gifts people send to each other on Facebook? Have you ever received a balloon icon on your birthday or a flower icon on Valentine’s Day? These tiny icons are actually worth millions of dollars to Facebook. According to the Silicon Alley Insider blog, Facebook nets upwards of $75 million each year selling these $1 pictures or “virtual gifts.” For anyone that doubts the value-add of virtual gift exchanges, visit Farmville.com and experience the hype yourself. In just 18 hours, Farmville players sent 220 million Valentine’s Day Virtual Gifts to their friends and other Farmville players. According to Hallmark that means that Farmville players purchased 68 million more cards than the traditional consumers did industry-wide for Valentine’s Day (excluding packaged kids’ valentines for classroom exchanges.)
Does the selling of virtual gifts or real gifts offer an additional opportunity for nonprofits to raise more awareness or reach new donors? Consider the popularity of the LiveStrong wristbands and how quickly this product was adopted by other charities as a fundraising tool. The same can be said about the adoption of awareness ribbons and how today each charity can be defined by color. (Pink = Breast Cancer, Red = AIDS, Yellow=Support our Troops, etc.) 
The common thread of these products is that they offer an extra level of engagement between the nonprofit and their community. Take the same philosophy of a real gift and think of the benefits of sending a virtual gift: hassle free (no wrapping or mailing necessary), the recipients know you were thinking of them while your non-profit increases their exposure across both the recipient and donor’s social networks, and the nonprofit is able to utilize another channel for raising funds.
Virtual gifts can also be promoted by corporations to promote awareness and message on behalf of nonprofits. Check out the following promotion on the Coca-Cola Live Postively Facebook FanPage – Send a virtual coke to your friends and Coca-Cola will donate $1 to Boys & Girls Club of America. The activity of sending a friend a virtual coke engages the Coca-Cola brand, the consumer and The Boys & Girls Club of America into the role of advocates for a greater cause. This is a win-win for all involved.
Virtual gifts are proving to be an element that differentiates the user’s experience and encourages engagement between the user and an organization. I cannot think of the downside of sending a virtual gift on behalf of a nonprofit, can you?
Fight Cancer with Social Media
by Susie Adamson
I have an eight year old nephew, who on Wednesday, January 27, 2010 underwent his second bone marrow transplant. He has been fighting AML Leukemia since January 21, 2009. The past 12 months have been a rollercoaster of emotions but the feelings of hope, love and trust have never faltered. During times of crisis or illness we have an opportunity to look at life through different lenses. We tend to lean on family members, friends, and experts for strength, compassion and knowledge. It does indeed take a village to overcome great obstacles and restore your belief in miraculous outcomes.
Our village emerged into a boundless community literally over night. Through social media networks we were able to immediately connect with family and friends and inform them of Brennan’s diagnosis and the journey that lay ahead. The hospital suggested that we create a Care Pages Website for Brennan (www.carepages.com/brennansimkins) that would serve as the communication hub for updates, support and comfort for all that wanted to follow them on this journey. Over the past twelve months, many of us have longed onto our email accounts hoping for a CarePage “update” notification so we could feed our need to know more and feel connected to their family. Today, Brennan’s CarePage has had 2337 visitors, his parents have posted 89 messages and in return they have received 4982 messages of compassion, encouragement and faith that have provided them the strength to continue to fight for a cure. In October of 2009 just four and a half months after Brennan’s first transplant his parents learn that his leukemia had relapsed. Again, they turn to their community but this time they had a request – a call to action. This time they turned to Brennan’s Facebook FanPage (Fight Against Cancer with Brennan Simkins) and his parents Facebook pages to call upon friends and friend of friends to help them open channels of communication with doctors, researchers or anyone who had knowledge or expertise in the arena of AML Childhood Leukemia. Fast forward two months and on a random post on Brennan’s mother’s CarePage, two strangers reconnect the dots… They had met over email in October when she was researching the trials around a new FDA approved cancer drug, Plerixafor. When they spoke Plerixafor had only been used on adult cancer patients, today Brennan has become the first child ever to receive this drug. They were now fighting the same battle for the same kid.
As Brennan prepared to undergo his second transplant, his parents hit their Facebook pages again and called upon their network of friends to action. They requested all friends to change their status and notify all willing participants to take part in a moment of silence at 12 noon and 6 pm on January, 27, 2010 and focus on a CURE for Brennan. The viral campaign became a movement fueled by positive energy. The following day we heard from people all over the United States, Ireland, Germany, South Africa, Australia, England, and Italy that participated in the call to action and solidified our belief that we have just pushed Brennan one step closer to a cure.
There is no time to rest on their journey. Today, we do not know the success of his treatment but we understand the level of commitment it takes to win the battle. His parents turn once again to social media tools and platforms to spread the news and to raise funds so that doctors can continue their hunt for a cure. Through First Giving and Cure Childhood Cancer they are now raising money for cutting edge pediatric cancer research. Giving is simple and easy, just go to www.firstgiving.com/brennansimkins.
In eight days they have raised $5,800 online. Through web widgets and tools it is easy to put this link on any website or Facebook Page to encourage others to join us on this journey – please consider giving money and supporting our cause.
Social Media’s Impact on Haiti Crisis Communication
When news of a global disaster occurs the need to establish a reliable line of communication is critical for first responders, as well as, for loved ones who are trying to track down family members to confirm their safety. Twenty five years ago, people depended solely on traditional telephone systems to reach out and connect during a time of a crisis. Ten years ago, people starting using emails and web pages. Unfortunately, the above forms of communication assume that the other person is standing by his phone or actively looking at his email or webpage as the message is being sent – all of which is unlikely during a time of chaos that immediately follows a catastrophic disaster. Fortunately for us, technology continues to evolve at such a rapid pace, that with each disaster, we have an opportunity to utilize new tools that allow us to connect with others in real-time regardless of our location.
Immediately following the aftermath of the earthquake in Haiti, the public turned towards the latest and greatest digital platforms to communicate and exchange information – Texting, Twitter and Social Networks. All of which work independently, as well as, collectively to feed everyone’s need to know more. Today, we can say that technology was capable of creating a “global line of communication” that empowered people to share information, find love ones, as well as, raise funds for emergency aid and materials. SMS text messages allowed subscribers to reach others even when wireless networks were jammed with callers. Mobile donations allowed humanitarians to give instantly to relief efforts. Social Networking sites were used to promote support and rescue efforts. Eyewitness accounts were posted on Twitter. New organizations were dependent on Skype, to provide video until they were able transport reporters and crews to Haiti. I would say that technology and digital platforms did a pretty good job this week empowering people to take action.
Mind-Mapping the Wave
As I continue to write about my journey with Wave Vidmar and his quest to solo row across the Atlantic, I have found the concept of mind-mapping to be fascinating. Using FreeMind (a free mind-mapping application) to brainstorm for the project has been very helpful. It took me a while to get used to the interface, but it was very user-friendly and effective in quickly putting information down. Check out their product and give it a try.
Growing The Family Tree
I felt like I was chronicling a family history as I created nodes and branches. Mind-mapping relies on a branching structure to categorize ideas and concepts. Each concept can then have its own branch or be linked back into another “sibling” or “child” branch. The whole thing can look like a messy spider-web or a well-organized grid. Here is the example of my first mind-map with Wave’s project:
The Vulcan Mind-meld
Wave found out that I was doing a mind-map and let me know that he had already done a ton of mapping for his website. He sent me his file and I was able to import his work into mine. A virtual mind-meld occurred as I was able to see what he had developed and how it could be grafted into my tree. Take a look at Wave’s content as it was added to my own:
Navigating the Map
The next step is to break out a compass, find a starting point and begin traveling across the mind-map. I began to prioritize the action items listed on the map and organize them so I could start production. FreeMind has a variety of tools that can be used to do this and I love the color coding and other options. See below:
Identity Crises
My first step (as with anything) is the identity. After looking at the entire mind-map, I realized that Wave and I need to have a consistent identity across the web and the social media spectrum. He has some existing sites and artwork, but they are not consistent. So, first things first: get a great looking brand and let it determine the look and feel of everything else. My next post will chronicle my design process as we take Wave’s look to the next level.
Jeremy Mace
Solo Tweets Across The Atlantic
Wave Vidmar may be the coolest guy ever. A couple of his latest accomplishments: riding a bike across the entire United States (by himself), and walking to the North Pole (again, by himself – and a 275 lb. sled of equipment). He calls himself a professional explorer and he needs my help.
I had seen Wave’s workshop for months through my office window, but had never gotten a chance to meet him. I had seen the posters claiming, “I am going to solo row across the Atlantic” and marveled at the idea. Being a fairly docile creature myself, I was impressed with the brightly colored concept art of the boat and the guts it would require to undertake such a venture.
Wave showed up one afternoon, after hearing what I did for a living (if you call it that) and asked if I would be interested in helping him coordinate some social media efforts. We had a second meeting and I was hooked – hooked on the concept of helping a guy chronicle his journey across the ocean using Twitter, Facebook, Youtube, brand-new satellite technology and American ingenuity.
This will be the first post in a series detailing my journey as I determine the social media efforts and marketing for Wave. From mind-mapping the concepts and goals, to implementing the satellite-to-Twitter technology, I am excited to join Wave on his quest to establish himself as the world’s premier professional explorer.
In this venture I feel much more like Indiana Jones’ inept colleague Marcus Brody, or even the goofy sidekick from National Treasure.
Phase One – Planning
I was introduced to the concept of Mind-Mapping a couple of weeks ago and am intrigued on how you can trace a mental concept on paper. Wikipedia defines a mind-map as:
A diagram used to represent words, ideas, tasks, or other items linked to and arranged around a central key word or idea. Mind maps are used to generate, visualize, structure, and classify ideas, and as an aid in study, organization, problem solving, decision making, and writing.
Ok. How do you do it? Well, not wanting to invest too much in this area, I downloaded a free app called, “Freemind“. I have opened the app and am clueless. So today I will begin the process of learning how to think – or at least think on the computer, using something other than my brain. This whole concept sounds strange, but other (very intelligent) people swear by mind-mapping and so I am going to give it a shot.
My idea is to mind-map the whole concept of what Wave needs for his marketing plan, social media implementation, website design and promotional efforts. Once I get all of the ideas down, it should be simple to translate them to a project management application and begin implementing.
So, as Wave builds his row boat, I will be mind-mapping a journey about a journey. Ok, this is just weird. I hope you will join me on my quest.
Jeremy Mace
Value In Listening
Is there value in listening to the conversation that is happening online today?
Is anyone out there talking about you, your company or your product? If so, do you honestly believe that the conversation happening online today, could impact your lifestyle or business? Take a moment to think back to high school when your community was small, and think about a rumor you were told. Now think about how fast this rumor spread through the hallways of your school and the impact it had on your perception of the person or event that was the subject of the rumor. Regardless of the accuracy of the information, the rumor, had the power to formulate opinions and tarnish reputations. Fast forward to 2009, and imagine how fast your reputation can be damaged by “opinions” that have been posted on blogs, Facebook and Twitter – just to name a few of the social media channels that are available to the masses. People tend to believe what they read online as fact more than rumor. It only takes one posting from one dissatisfied customer to raise doubt or concern about your reputation or the reputation of your product. According to a Nielsen Global Survey, 66% of participants consider blogs and other customer-generated content as reliable sources, and 78% say they trust personal recommendations. One opinion can shape the opinion of a few which can in turn change the view of many. Protect your reputation by taking action – log on, sign up, listen in and monitor yourself and your business. If you learn there is no conversation taking place then start the conversation – engage with your customer base. If you uncover negative feedback ask more questions, pull back the layers and build upon your mistakes.
So I ask you, is there value in taking the time to listen in on the conversations that are happening online today in regards to your product, your industry or your company? What are the odds that no one is talking about you?
Social Media for Small Business
There is no need to establish a cause for your business to be involved with Social Media. The question is, how do I get started?
Here are several steps you need to take when developing your company’s social media/marketing strategy.
Step One – Planning and Listening
Initially you will want to look at your existing marketing efforts and honestly assess their success and effectiveness. The definition of insanity is to keep trying the same thing and expecting different results. If conventional marketing is not working, then it maybe time to adjust your strategy and reallocate your time and money towards social media.
It is also a good idea to review at your current business plan and model. Where do you want to be in a year, five years, ten? Write down your goals so you can keep them in front of you when developing your strategy.
Review your existing website and current social media presence. Is your website dynamic? Does it work on mobile devices? Can you update it, or do you have to call a programmer – or your “web” guy? Chances are, it is time for you to be the “web” guy. A website should be a tool you use, not a brochure you create and then leave on the shelf, planning one day to update it. It is the living, breathing face of your business on the internet – the one place people are making decisions on whether or not to use you. Your site should be attractive, fresh, easy-to-use for you and your customers AND it should provide content that your customers want. It should also be your base of operations for your social media – containing your blog, links to social networks and dynamic data. See where your website is lacking and make a list of the changes that need to be made.
Listen to what people are saying about you. Use free tools like Google Analytics, Twitter, Facebook and Google Searches to determine what has gone on in the conversation before you got involved. If required, you may need to buy a listening platform, like Radian6 to pull all of the conversations into one easy-to-use interface. If social media is a dinner party, then you have arrived late and everyone is talking about you. You need to find out what they are saying and plan out how you want to respond. Remember, social media is about having conversations, not releasing statements.
Step Two – Your Secret Identity
Make sure that your existing social media presence – Facebook, MySpace, YouTube, Twitter is acceptable to be promoted for your business. Get rid of the old high school drinking buddy photos and make sure that you are representing your company well. If you need to create a separate identity for your personal and your business profiles.
Step Three – Be Consistent
Make sure that your photo, colors, graphics, logos and MESSAGE are consistent across all of the platforms. You may need to employ a designer to ensure that you have all of the elements required for a successful media push. Your website should match your Twitter background, which should look like your business card, which should match your billboard. Consider employing the use of branding guidelines so that your employees and vendors will know what is expected of your brand and identity.
Step Four – Conversational Campaigns
Decide how best to start a conversation and then get involved. Make sure that you coordinate your Facebook Fanpage posts with your Twitter feed – and that both are on your website. Leverage your existing clients and customers. Chances are they are ready to become a fans or followers and will welcome your expertise and conversations. Talking to experts in your field is now possible – great experiences with Twitter. Make sure that your dialog is two-ways – no one wants to have a one-sided conversation. The Golden Rule applies here: Talk to your customers the way you want to be talked to. Stop thinking of marketing as a campaign, but as a conversation.
Step Five – The Boyscout Motto
Be prepared. If you need help, call a professional. From ad agencies, to web developers to social media specialists – there are people waiting to take your money — I mean help you accomplish your goals through a mutually beneficial relationship. Determine your strengths. You may update the blog and Twitter feed, but need help with Google Analytics, YouTube and SMS/Text Messaging. Staff accordingly, and if you need to, hire an intern – they are young, they work cheap, and know more about this than you do!
Get your tools together by choosing applications that you can learn quickly and function in your current work-flow.
Step Six – Falling
Make the effort. Step out, and if you make a mistake and fall – at least you fell forward.
The “Social” Aspect of The Buy-Sell Equation
Since the introduction of the Internet there has been a shift in the traditional buy-sell equation. In today’s market, buyers have the ability to research product features, pricing and review all positive and negative testimonials with a simple click of a button before they ever speak with a sales representative. The need for conversation has not been removed from the buy-sell equation but the format has changed.
Company websites, forums, blogs, social networks, tweets, wikis, and consumer review sites are being used to facilitate the first level of engagement within the buying process. This simple change in mode of communication now changes the seller’s experience in the buy-sell equation. Companies that want to identify, engage and create a relationship with their target audience must use these new social integrated tools to uncover potential prospects and maintain existing customers. Unfortunately, there is no clear blueprint on how to implement these social media tools into your current sales process. But what is becoming more apparent is that those companies that have yet to invest in some form of online branding are essentially removing themselves from the first step in the buy-sell equation.
In the past companies spent large sums of money to implement a Customer Relationship Management (CRM) application to manage all aspects of engagement that a company has with its customer, whether it be sales or service related. But now the customer’s behavior has changed. The mere fact that customers are connected through the new social media channels enables them to ask more from companies. The power of sharing opinions about product and services again changes the CRM business processes involved in the buy-sell equation.
The new focus is on managing the “social” aspect of the buy-sell equation or Social CRM. Social CRM assumes that the new social costumer controls their conversation with the company, other customers and competitors. For the company to succeed, they must provide the customer with the necessary tools and information so they can make a informed decision on how they control their interaction with the company, in regards to their own personal agenda.
So how does a new company integrate social media functionality into the more traditional areas of the customer relationship? Is Social CRM the answer? First you must define your objectives for using a Social CRM application. Second you must understand the Social Customer. Finally, you must always remember that while the customer has greater control over their interaction with the company, it is the company not the customer who actually runs the business. Ultimately your decision should be based on a business strategy that incorporates collaboration, customer engagement and best business practices.
Susie Adamson
Social Media Sales and Customer Relations Director
