Ideas and Strategies on Applied Social Media, Marketing and Business Development
This is the second part of an interview I had at the end of 2010 with Brian Stokoe who is the social media program manager for Caterpillar Inc. Stokoe shared some of his insights through submitted questions and a recorded interview that will also be posted. [Read more...]
A reality check for Twitter: what’s next for businesses now that the hype’s wearing off? (part 3 of 3)
Stats from Pew Internet find that 11% of the U.S. population has used Twitter. Further, it suggest that the young and the connected are most likely to be early adopters.
Twenty percent of 25- to 34-year-olds have used Twitter, while that number drops to just 2% of those over 65. In August, results by Nielsen showed a surge with a 20% growth happening within the 55+ age range. Is this because more companies are getting the idea of Twitter? Are they getting profiles and their brand claimed online?
Fun Twitter history statistics by Kodak
Other interesting stats:
Where does this leave me?
I am an early adopter but define young for me. I have two gmail accounts, two twitter profiles, I am on LinkedIn, Facebook, Myspace (just to save my username), YouTube, Slideshare, etc. I go by the adage that “You are as young as you feel.” I am not in the rapidly growing 55+ age group but unfortunately can’t honestly say I am under 34. The important thing is that I am using Twitter in a way that fits with my business strategy of engaging the B2B community. I am a blogging but live in a rural area and have not totally bought into using Twitter on my phone except for direct replies from key people I follow.
I have objectives that include connecting with Wisconsin businesses, driving traffic to my blog, engaging with people who are interested in the larger issues of social media applied across their organization. On top of that I am working hard to understand social media strategy and tools so that I can advise on nuances for B2B organizations. I follow any Wisconsin B2B business I find on Twitter, and many other B2b Business who are active on Twitter.
The use of Twitter is tied with the use of other social media; both blogging and social network use increase the likelihood than an individual also uses Twitter. Twitter users and status updaters are also a mobile bunch; as a group they are much more likely to be using wireless technologies — laptops, handhelds and cell phones — for internet access, or cell phones for text messaging.
More third part applications are being created that allow immediate connection and posting between blogs and twitter such as Twitter Tools. Social media sites and twitter – i.e. LinkedIn users can now send status updates to twitter and vice versa. Google is doing more and more to incorporate real time information into their search results as Search. Twitter becomes a go to page for trending and immediate results of conversations.
I blog and find that TwitterTools is an essential tool to gain broader exposure to my relatively new blog. I use it to notify my followers of new blog posts But I needed to spend some time on Twitter to develop a following so there was someone to hear my news.
When I first started on Twitter, due to my mobile situation, I tried the phone txt messaging only for a weekend before I turned it off. Just recently I felt that I could turn that back on for direct messaging of select contacts, clients and partners. Obviously I am learning to filter the noise to some degree.
For the SMB business to business market, the application that will be the most successfully embraced social media tool duo, in my opinion, will be incorporating a business blog and Twitter. Twitter can get your messages out to many people simultaneously, and go viral within minutes (not for everyone mind you).
Blogging is the one tool that allows you to brand your messages, brings thought leadership front and center, and helps people get to know companies and the people who work for them. This should help to push up the 27% of bloggers using Twitter up higher. As new corporate bloggers are educated on content and begin to publish they will need to understand how to market a blog. That is where incorporating Twitter integration tools will play a role on blogs and strategy.
Beyond blogging, a recent survey on value added content for the B2B market showed that c-level executives find white papers, ebooks and video tutorials are some of the most trusted educational content for them. They are subscribing to more feeds from blogs created by thought leaders in their industries. The way to promote this valued content is with Twitter.
A recent post by my business associate and nurture marketing specialist, Doug Tangwall of End Result Marketing, on White Papers points out some very convincing statistics both of valued content, but also lead generation success for a proven ROI. Several recent e-book to book publications such as David Meerman Scott, started their lives out as a blog post, accumulated comments, and when marketed as an ebook strictly online, was tweeted, reposted, blogged, and went viral in a very short time. I believe this type of information will gain the attention of B2B marketers who incorporate social media tools for content and Twitter for posting the information stream.
Watch in 2010 how the blogger statistic will grow as more business leaders begin to understand the power of Twitter. They will use it to let followers know of a new post, video, or podcast and to spread the word through retweets of articles, blogs, white papers, videos and other value-added information. As more social media professionals provide training on how to use Twitter to achieve business goals with subsequent case studies, I would expect to see more substantial usage from the B2B market who is looking for more results (case studies and ROI) to justify their involvement.
Twitter examples
Mike Frichol posted a interesting list of Twitter examples on EzineArticles. He did not list company names in order to focus on how people were using the tool
1. Several computer vendors and retailers offer exclusive discounts to their Twitter followers and bring in substantial revenue from this additional source.
2. A coffee shop in Houston uses Twitter for customers to place to-go orders so that their order is ready and waiting for them at the drive thru window when they arrive.
3. At that same coffee shop, customers can Tweet their orders directly from their table without going to the counter to order.
4. Various hotel chains send special offers to their Twitter followers to fill vacant rooms.
5. Several airlines provide informational updates, customer service, competitions, promotions and general dialog with customers.
6. A bakery in London uses Twitter to notify followers when baked goods are fresh out of the oven.
7. Event organizers use Twitter to notify attendees about logistics, updates, schedule changes and other information about an event.
8. The staff at a New Orleans Pizza restaurant sends information about the healthy and fresh ingredients in their organic pizzas and details about special deals.
9. A hotel chain provides concierge services via Twitter to answer guest questions about getting around the local area for a particular hotel.
10. Street vendors in several cities notify their followers where they’re parked at different times and what specials they have that day.
11. Home improvement stores provide tips, suggestions and how-to advice to their followers.
12. A Research firm notifies their followers when new research, articles or discussions are published.
13. A food supermarket chain gets input from customers on what they like as research to determine what to stock in each store to meet local tastes and preferences.
14. An online retailer has developed a huge following on Twitter by encouraging employees to communicate with customers about a wide variety of topics of mutual interest.
15. A tax preparation service provides question-and-answer services to their customers via Twitter.
16. A cable operator provides real time customer service and problem resolution on Twitter.
17. A fast food chain uses Twitter for customer comments and feedback. They also send coupons to followers.
18. A car manufacturer provides updates on their green vehicles and sustainability initiatives across the business.
19. Several news organizations provide news headlines and breaking news to followers.
20. An online retailer specializing in selling clearance products has over 1.3 million followers by posting daily sale items on Twitter.
21. A seafood wholesaler in Chicago sends Tweets to Chefs with details about available fresh fish and links to photos. Chefs respond with orders directly via Twitter.
Do you have your own Twitter example to add? Contribute your success story in the comments.
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This is my continuing contribution to the social ecosystem using the Social Media Academy’s NCP Model for engagement. Contributing and participating in social media is essential for growing your network. Where have you been this week?
Deborah L. Smith
In regards to Deborah’s very detailed discussion on an editorial calendar as a way to increase efficiencies when working on a blog.
I have used the Google calendar idea. I send reminders to myself about core activities. I have not picked up a good system for creating and recording blog ideas however and I may try yours.
Here is what I do now. I post an automated twitter weekly update on Sunday. Monday is a post comprised of collected comments I added to other blogs and record. These can be a source for new ideas. Tuesday is a tips and technique day. Wednesday is a day for reading other blogs and commenting. Thursday is an opinion post day. While Friday is idea collection day by talking to other people in my targeted field and market places.
On the weekends I reformat and revise my other posts in order to contribute to additional blogs I guest post on. I also use that time to work on video posts.
What I lack is the structured idea creation and writing phase. The above works well if I have ideas. I use Delicious to gather articles and cool blog posts, but I need a more creative way to review and write. Ideas anyone?
Question from Mark Gee: Social Media for B2B, Any suggestions on sites that give a more focused slant on social media for B2B?
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My response:
Some of the interest in social media for B2B is the belief by the customer that they are different and therefore need a different approach.
A manufacturer for example, likes to work with someone who understand their markets, products, and challenges they face. The business to business market is a little slower to get up to speed on social media. Unlike the large enterprise (i.e. Dell) who has the funding to try something new, the midsized companies like to see multiple examples, like the products to be tested and shaken not stirred by other users before they are willing to try. They research more and longer, create budgets and agonize about moving forward at times.
They want to be the recommended company but they do need to see what Axel Schultze, founder of Social Media Academy, has pointed out in his repl. They can learn more, solve more problems, and connect better to the user base using social media.
Inbound marketing should be the best place to start. If you are interested in do it yourself work – try Hubspot.com.
Question by Jonathan Streeter
Where have you seen examples of companies that participate in social media by commenting on others’ blogs?
My clients are often told that they should be actively commenting on blogs. My concern is that setting up a profile is something individuals do, not companies. Does this mean a specific employee is the one putting her/his name on the comments? What are specific examples of comments that can be made which aren’t simply product appeals or pitches?
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Yes, it does mean that a specific employee would have to be the “spokesperson.” That is often why it does not work to hire an outside firm to be your blogger/commenter. That person needs to be vested and passionate about the product or service he represents. He/she can provide commentary and opinions on trends in the industry. If they are a thought leader, then they can review and contribute to challenges users are faced with and help solve problems. Social media users don’t want to talk with companies. They want to talk to people who can give them good recommendations, tell them how to fix something, provide help, and answer questions.
Zappos as an example, may be overused but only because they are a good example of company individuals representing a company on social media. It is a big commitment but the last time I checked, its paying off for them on the bottom line.
Post by Beth Gasser
Every town has one; a mysterious business that nobody seems to know what they do. No one seems to know another person who works there, and the mysterious business seems to elude social events and sponsorships that other area businesses use to thrive.Are you now self-conscious and wondering if your business is “one of THOSE businesses”?
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Beth, I live in a small town (3000) and this hit so close to home for many of the owners. Small business doesn’t think they need or can do a blog. I beg to differ. In fact they are more of need of it than anyone. I review local directory sites like MerchantCircle that offer a blog area with each listing – you don ‘t even have to have a site. They offer the entrepreneur and retail business owner the perfect place to offer gift suggestions, new products descriptions stories and musings.
With so many places to get free blog platforms – wordpress, typepad, blogger – does any one really have an excuse not to write? I put it this way, if I can write (I am an engineer who can talk a good line, but writing was an effort) then most anyone can.
All it takes to blog is a passion about what you do, a desire to share knowledge and a willingness to help. As business owners, if that is not something we want to do, maybe we should rethink our occupations.
Begin your participation in the social web by commenting here or on your favorite blog.
Are you anxious to start a blog but are not sure which site - such as WordPress, Typepad, or blogger – you should use? Maybe you have business strategies that call for social media integration to your current corporate website but want to understand the best way to do it?
On November 17, 2009, the group Social Media Breakfast – Madison will be having a meetup with two very different individuals who hope to achieve the same goal.
Social Media Breakfast - Madison Meetup
Get you up to speed on social media integration and blogs.
As hosts, Marivic Valencia and I are fortunate to have for speakers Preston Austin and Jeremy Falls.
Preston hails from Madison and is one of the creators of In My Backyard. in my backyard is a directory social site that brings freelancers and entrepreneurs together. One cool feature after you complete your profile is that it automatically posts your profile to Twitter.
Preston will be covering WordPress Blogs – How to build them right.
Preston is passionate about far reaching change in how we communicate. His strong and continuing focus remains creating tools that extend human capabilities for transparently easy creation and collaborative, richly interactive use of diverse media to communicate, teach, and explain. He enables teams to build “stuff” to communicate, collaborate, teach, learn, and play. His current focus is transaction cost deflation, commons strategy, and imby.info. His Google bio reads:
I’m passionate about far reaching change in how we communicate. I seek to tap into the largely unrealized power of emerging technologies to bring that about. There is much to be done.
My interests evolve, but a strong and continuing focus remains creating tools that extend human capabilities for transparently easy creation and collaborative, richly interactive use of diverse media to communicate, teach, and explain.
I work to build teams and connect with others similarly engaged in this work. Where possible I try to extend and strengthen collaborative models for harnessing individual, small team, and small business innovators’ energy and drive in this process as I believe strongly in the efficiency and effectiveness of small groups in creating value.
Tweet Stream:
Preston's recent tweet stream
Jeremy Fall – The Undev – www.theundev.com is our other featured speaker for the morning. Learn some best practice strategies for integration of social media onto existing websites. Plan ahead for a new website so that you will be ready to use social media such as blogs with it. Bring your questions and see what you can take back to work with you.
Jeremy is a problem solved and can be found fixing less than ideal situation that other less experienced programmers leave behind. He is also Co-Owner and Developer of Conference Hubs (business conferencing and voicemail services), and Co-Owner and Developer of AudioBoard (a FaceBook application that allows people to post Audio Messages to your Feed). He’s what many would call a serial entrepreneurialist. He blogs at The Undev.
If you happen to look up Jeremy on Facebook, try out his new Audio Message for his facebook feed. This is an application that lets you leave a phone message that posts to your facebook wall. Very useful.
And did I mention we have a coffee and bagel sponsor. Don’t miss this one. The date is November 17, 2009 at 8:00 AM. Hence the coffee!
The location is Talula’s at 802 Atlas Ave Madison WI 53714.
Please register and RSVP on the Linkedin Event – Social Media Breakfast so we have some idea of attendance.
