Do you know the way?

In an effort to follow the NCP Model from Social Media Academy for connecting to the social ecosystem, I am sharing with you my comments and participation in the social web. The NCP Model stresses networking, contribution and participation in the social ecosystem.

Social Relationship Management (SRM)

Where to start in Social Media? A fresh look from a different angle.

Axel Schultze had this to say after speaking and consulting with 100 executives on social media  in all industries. The number one reaction has been: “I get it, I know we gotta do something – but where do we begin?”

The answer: “Find out what your customers do in the social web”.
The biggest fear: “They are probably NOT using social media”.
The response: “Find it out”.

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In response to this post by Axel Schultze on addressing the fear companies have in trying to get started in social media:

Over the past 6 months I have given over 25 presentations on social media, strategy, tools, local search strategies, Internet marketing, and LinkedIn. I have been trying to educate the business to business (B2B) crowd, manufacturers and professional service consultants on what and why they should be educating themselves and looking into social media.

The biggest fear I hear is “I don’t need anymore email coming into my inbox from social media.”

Many of my emails go into a folder that I end up deleting. It is from companies and people I don’t know.  The emails I pay attention to are replies from people I am trying to get to know on various social media sites.  I can delete the other 60% because its sales pitches from companies.  75% of the ones I keep are emails from people who are  either LinkedIn contacts or direct emails from people who are clients, partners, or contacts from Linkedin who have progressed to direct email with me. The point is, we like getting emails from people we know.  We don’t always like getting emails from companies and people we don’t. Let’s welcome the email from our connections on social media

The point is I pay attention to people and that is what social media helps me to do. Social Media Relationship Management is the step that allows me to be more methodical, more goal oriented in accomplishing that task.

I am getting better at asking people where they prefer to socialize in our conversation. I have used the xeesm.com tool to help track that process better and it helps give me a point of reference on when the last time I contacted someone and in what place. Good tool that I need to dig deeper on.  I also need to encourage more Linkedin users to use it so we can both benefit.

Social Media Strategy

Harvard Business.org had a post by Alexandra Samuel on Three Instantly Effective Social Media Ideas.  The perspective was to provide ideas that an organization who lacked the time, budget or experience could do. This social media strategy might allow them to start small, work with a smaller budget and not take risks by using existing free (or at little cost) social media tools. Her suggestions included

1. Suggestion Box

Examples: Dell Ideastorm , MyStarbucks Idea, Threadless

2. Widgets

Examples: innocent drinks, Dove Fresh Takes, Ask Your Lawmaker

3. Deal-of-the-day

Examples: United Airline “Twares”, Future Shop, Pizza Hut’s Facebook page

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Alexandra,

I wish you had posted the business goal that might match the reasons to use any of your three suggestions.  For instance one of the goals of Zappos is to “Deliver Happiness.” That high level goal, drove them to integrate sales and customer service online as a strategy. They wanted to humanize the people and company behind the shoes. With that in mind and after assessing that their clients were online they built a strategy.  They found that many of the “ideal buyers” were fashion sensitive and liked to read about it, they were mobile and used texting, mobile phone apps, and multiple social media sites.  Now they could select the right social media tools.

Zappos determined that the tactic they would employ to speak and engage its audience were blogs, Twitter and facebook. The rest is history as  198 employees are active on Twitter.

These steps, I believe, are important for people just trying to get started in social media. Don’t feed the panic that says “we have to do something” and the approach is not given any time to qualify.

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Questionable LinkedIn Strategy

I received the following email from a Internet Marketing contact on the East Coast.  Our connection has been the same Alma Mater and an interest in social media.  I have felt some concerns on how he is using this connection for his work.  I have posted his question and my response

Original email:

I’ve just finished another web site for the Christmas Season. It has several FREE videos and articles about making the season more enjoyable and less stressful. ** Just completed this site, so would like feedback on the layout and content.

What I mean by “those who hate Christmas” is of course those of us who “hate” the unhealthy stress that results from “having to please” so many people, with diverse interests in the next 25 days. Not, the holiday itself.

–> Please pass the below web site link along to anyone who you know that may want to enjoy Christmas this year with LESS STRESS . . . . .and lots of Free information and Tips.
Thanks for your feedback.  {email link not included}

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My response: On 11/28/09 11:56 AM, Wendy Soucie wrote:

I hope that you are truly looking for input and this is not a veiled attempt to drive traffic to a site.  In that light I will take the time to respond.

1. For input back on your site. If your target audience is predominantly female, I think your colors will be well suited. To me they are a little pinkish and a turn off for me, but I don’t think I am normal.

2. Your articles on stress reduction are not very obvious – site is mostly or it strikes me as a ecommerce site with bigger narrative on each product. Articles should be front and center if they really are there. I spent less time because I didn’t see them. I would create a section highlighting articles and have a side bar with products that could reduce stress because you don’t have to make them.

3. I am usually suspicious of request for feedback on websites since in the Internet Marketing world, its just another way to drive people to your website.

If you are trying to drive traffic there here is my reaction to that:
4. I did go because of your email about stress and plea for feedback so I guess the LinkedIn email worked. I trust you as a URI Alumni etc.

5. I did not find what you stated in your email so now I am feeling a little less trusting.

Just thought I would take the time to share.

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