BarnRaisers

Some say social media is a lot like high school.  People follow the popular kids.

But most of us never were or will be ”most likely” to…succeed, funniest or best looking.  The popular kids represent a small segment in high school.

According to new data from eMarketer, there’s a greater asset available; trust and it has little to do with being popular.

This eMarketer data comes from Scott Monty, Global, Digital and Multi-Communications Manager at Ford.  Scott is one of the most trusted, “go-to” social media voices in corporate America.  He writes a great blog, The Social Media Marketing Blog.  I go to this blog because I trust Scott.

And the same applies to businesses and brands.  If you’re not #1, #2 or #3 in your category and are being outshouted, you can gain a stronger competitive advantage.

Here’s what the data says about trust and social media:

1. PEOPLE LIKE TO DO BUSINESS WITH PEOPLE THEY KNOW.  And who they know is who they trust.  That’s why social outposts with the most content and expression give people the chance to learn more about, know and trust you.  Whether it’s people or companies, blogs generate the most trusted information source, followed by Facebook then Twitter.

2. TRUST CAN’T BE BUILT BY POPULARITY; IT BUILDS BY BEING GENUINE.  It isn’t how many fans or followers you have; it’s how open, engaging and responsive you are with every connection.  So, unlike high school, you don’t have to worry about being outgoing and extroverted; you do have to listen, engage and be timely about it.

3. TRUST IS CURRENCY FOR AWARENESS THAT CAN’T BE BOUGHT.  Social media is different from traditional media where impressions, reach and awareness are a function of spending.  Social media is available to anyone, but only if you jump in, keep at it and show you care do you secure trust and awareness, the kind you can’t buy.

Good research tells a story.  This story here is social media is more egalitarian than high school.  Everyone gets the chance, every time they put themselves out there, to be trusted.  Anything stopping you?

Thanks to eMarketer and Scott for bringing this to our attention.

The meaning of this well-known maxim is clear: Some extra planning time upfront avoids a lot of uplanned time undoing and redoing mistakes.

The application to the internet is especially relevant, because once something is out there, it stays there, even if you abandon it, and time commitments to social media are very real.

With many available resources, there’s never been a better time to take this counsel to heart.  Here’s the “Measure Twice, Cut Once” Guide to Social Media with the available tools for those looking to build.

• CONTENT REALLY IS KING:  This may sound like a cliche but, if you can’t start with a passion to tell your story (or your business’s or brand’s) and convince your audience (with the content you bring) you do it better than anyone else, think again about starting.
• LISTEN:  Identify the topics, key words and phrases you’re going to talk about.  Investigate who uses them and how.  Learn from your colleagues and competitors.  There are many available tools.  Starting at 30,000 feet, there’s Google Trends.  Then, be notified daily of news with Google Alerts on primary keywords.  If you want to go where people say the most, which is usually blogs and consumer reviews, some great blog search engines are: 1. Google Blogsearch, 2. Technorati, and 3. Alltop. From there, social networks searches at Twitter Search and Facebook Search are good resources.  In addition to social media, it’s also valuable to see how these keywords and phrases rank with the online tools available for Search Engine Optimization but we’ll save that topic for another blog. 
• CONNECT: Look for the conversations (quantity and quality).  Determine where you will find others who share your interests and values.  For example, we recently did some listening for a company that makes women’s over-the-counter contraceptives.  We found the phrase, “birth control,” to be a magnet on blogs for passionate discussions with women looking for information on choices and product options.  But, we found on Facebook, this same phrase revealed groups that were cheap dating services with questionable content.  Same keywords.  Where would you want to place your client’s business?.
• BUILD:  Create your social media presence.  My advice is to be grounded in a blog because it’s where most of your content comes from, most of your measurement are and benefits to your business are big.  Start with an  ”open source” blogging platforms; one with a great selection of templates, design and custom features.  My favorite is WordPress, which Google owes.  They also have many plug-ins, widgets and the functionality and updates are advanced.  Regardless of the platform, the benefits of blogging are:  97% of businesses that blog have higher search rankings; 55% drive more visitors to their web site and 44% report increased revenues due to their blog.  Connect your social networks to your blog.  Customize background for social networks wherever possible.  Twitter has a helpful feature called Twitter Themeleon.
• BUILD-IN MEASUREMENTS AND ANALYTICS:  Equip your blog/website with Google Analytics.  Equip your blogposts with Social Network widgets and plug-ins to allow for Sharing and Re-Tweeting.  Use Short Links for your blogposts to publish on social networks for outreach.  Add a social network sharing feature like Add This so other can share with their networks. The combination of these tools allows you to measure: 1) Who’s coming to your site, 2) where they’re coming from, 3) how long they’re staying, 4) what they doing while they’re there, 5) where they go after they leave and 6) how many share your information with their friends/networks.  That’s more information than store owners know from customers who walk through their doors. 
• RECOGNIZE OTHERS (MORE OFTEN THAN YOURSELF):  A paradox of social media is, by recognizing the work of your peers (and sometime competitors), you draw greater attention to yourself.   Comment on the blogs of others, Share and Re-Tweet their work with some brief words on why it’s valuable to you.  Put a Blogroll on your blog to show where you go.  This step is relatively easy to do but it is also easy to forget to do, regularly.  
• MAKE IMPROVEMENTS:  Learn and put the learning to use.  Examine what your readers want, what builds audience involvement and what drives further engagement.  For example, I have one blog on this page with over 90 comments.  Another with 0.  I thought they offered equal value in writing them but, obviously, readers told be different.  That doesn’t mean I won’t write about what is meaningful to me but I have to understand the balance of what readers want and why.

I know many people reading this blog may use many of these tools, if not all and more.  But I thought it was worth putting down because I didn’t know about them when I started.  People like Chris Brogan, Amber Nusland, Jason Falls, Mack Collier, Mike Volpe at Hubspot and Mike Stelzner at Social Media Examiner helped me “Measure Twice, Cut Once.”

Social media promotes a culture of sharing so a refresher is worthwhile, occasionally, to help guide others.  Can you think of others tools or advice worth considering that has helped you “Measure Twice, Cut Once?”

Social media is different from other forms of marketing because it’s a conversation, not a monologue.

Just tell someone to “Buy This Now” and see what happens.  It doesn’t work.  That’s because there has to a dialogue; one that is founded on mutual respect and trust.

The first order of business and branding is to establish your voice.   It’s not what you need to make someone do; it’s how you have to be.  Here are 12 Be’s for your blog and social media brand.

1. Be helpful
2. Be willing to ask for help
3. Be an effective teacher
4. Be willing to share
5. Be able to ask others to share in return
6. Be a good listener
7. Be inspiring
8. Be able to express a point of view convincingly
9. Be able to respect and show appreciation for those who don’t agree with you
10. Be able to give and not worry about what you get
11. Be able to express uncertainty when you are
12. Be yourself

The list and your voice is as long and as true as your authentic qualities.

Do you have any ”Be’s” you recommend in establishing the social voice for your brand?

Social media/PR maven and friend, Sarah Evans, let me know Armani paid Kim Kardashian $25K for 1 Tweet.  It drove 40,000 people to the Armani website in less than 24 hours.  Is she worth it?  I had some questions considering:

1. The amount of money for so little work
2. Kim may have more curves than a ski slalom course but she doesn’t have a real talent
3. The rest of us who tweet, blog and use social media to try to provide something of value don’t make anywhere near $25K for our tweets

Michael Corleone said in The Godfather, “It’s not personal, Sonny; it’s strictly business.” Maybe it is worth it when you consider:

1. Kim has 4,202,855 Twitter followers
2. 40,000 visitors to a website in less than 24 hours is a big response; it’s a better response rate than most other media channels and definitely quicker
3. Armani paid 59 cents per 1,000 followers, a very attractive price by media standards
4. 90% of all purchase decisions begin online and 75% are looking for a personal recommendation
5. The connection between the brand and the personality is strong

As Kim’s case demonstrates, you see results almost instantly.  It’s quantifiable and accountable.  My guess is to Armani it is worth it and we’ll see more endorsement tweets from celebrities.

But maybe there is something we can do to also advance positive values.

Right now, there are millions of people just getting started with social media who aren’t Kim Kardashian.  They are trying to find their voice, start a business and establish a reputation.  Maybe they’ve just written their first blog, started attracting a Twitter following and established relationships with experts in their field and potential customers.

We can help, offer encouragement and tell our followers about people to watch.  I read blogs regularly.  Today, I read a great 1st blog post from Jonathan Kay, entitled  The 3 Most Common Mistakes When Growing an Idea into a Business.  He’s really good and I look forward to more blogposts from him.  You should read what he has to say.

Maybe you already do this but by giving a little recognition to one person per week who is starting out and doing interesting things, we help raise the human value of social media.  Since social media has been so good to Kim, I’ve reached out to @KimKardashian for her help too.

Do you think Kim Kardashian is worth $25K a tweet?

You can’t swing a cat these days without hitting someone talking about the Old Spice commercials featuring the dashing, shirtless former NFL wide receiver, Isiah Mustafa.  The commercial, “The Man Your Man Could Smell Like,” has been viewed on YouTube 15,535,845 times.  It proves the viewership potential for advertisers with social media and, most important, shows Old Spice’s connectedness and relevance to its target audience.

It also reminds me of the social media campaign for Blendtec blenders, featuring the cloaked CEO and everyman, Tom Dickson.  The commercials, “iPhone” and “iPad,” have been viewed roughly 8,000,000 times each.  Blendtec achieved a 500-to-1 ROI from this effort.

Developed so consumers watch and like so much they put on social networks for others to watch, these social media commercials are generating reach that rivals paid mass media.  You might think, based on this criteria, it’s better quality reach too.  If for some reason you’ve been living under a digital rock, you can view them at the bottom of this blog.

I don’t want to suggest rules or a formula to great creative but I can’t help but notice some similarities between these two campaigns.  Here are 5 best practices of social media commercials:

1. REINVENT THE RULES: Both begin as “talking head” commercials, the oldest and most basic commercial form, but then take this “tried and true” approach and turn it into something you’ve never seen before.
2. LIVE COMFORTABLY OUTSIDE YOUR COMFORT ZONE:  Both presenters seem right at home and willing to take risks in situations that would cause much embarrassment to most of us.
3. GIVE A NOD TO TECHNOLOGY: Early Blendec commercials blended broom handles and golf balls.  But, when they started blending iPhone and iPads, viewership took off to the mega-millions.  For Old Spice, references to social networks and Tweets from Alyssa Milano have helped the interest and pass-along value spiral upward and upward.
4. CREATE LEGS TO THE IDEA, IMMEDIATELY:  Both benefit from multiple executions right off the bat making us appreciate the breath and commitment to the idea and looking forward to what comes next.
5. ENTERTAIN AS YOU SELL:   When consumers choose to look for you instead of you chasing them, there’s a new value exchange. 

I don’t know about you but I look forward to many more social media commercials.  I would think advertisers would too.  Do you see similarities between these efforts?  Can you think of other best practices?

Before starting BarnRaisers, I worked at well-known advertising agencies.  I was fortunate to have worked on major brands, some at times of profound change, and with very talented people.  It was a lot fun for a lot of years.

A former client, Brian Perkins, Vice President of Corporate Affairs at J&J, said at Cannes this year, ”holding companies for ad agencies should consider taking themselves private.  Advertising is a labor-intensive, not capital-intensive, business and it’s inevitable digital agencies are going to gravitate toward brand stewardship.”

You may or may not agree, but Brian’s comments indicate a shift is taking place.  To help explain why, here are 7 reasons social media agencies are like ad agencies and 8 reasons they’re not.

7 REASONS THEY ARE

1. Both have to demonstrate a deep understanding of consumer attitudes and buying behaviors
2. Both have to find insights into unmet consumer needs
3. Both have to know how to create and build brands
4. Both have to be able to take the brand idea and translate it across all media platforms
5. Both have to be on top of media usage and trends
6. Both have to find unique tactics and executions that accelerate sales and have people talking
7. Both are accountable for results, return on investment and sustainable sales growth

8 REASONS THEY’RE NOT

1. Ad agencies communicate through a monologue.  Social media agencies through a conversation
2. Ad agencies work with product benefits.  Social media agencies with shared interests
3. Ad agencies target heavy users of brands who they encourage to buy more.  Social media agencies find advocates who they encourage to spread the word
4. Only 14% of people trust advertising.  80% of people trust the recommendations of other people
5. Ad agencies use multiple mediums and are ”media neutral.”  Social media agencies work mostly on the internet where 90% of all purchase decisions begin.
6. Ad agencies are labor intensive.  Social media agencies are even more labor intensive because, once the campaign is launched, the work has just begun (e.g. content refreshment, community management, measurements and analytics).
7. Only 18% of ad campaigns ever generate a positive ROI.  While people kick the tires on the ROI of social media, brands, like Blendtec blenders, have proven an ROI of 500-to-1 with much less investment.
8. Ad agencies tend to be secretive about their “proprietary” and “trademarked” process for creating ads.  Social media agencies tend to share their work and publish for all in places like SlideShare.

I’ve found social media promotes a culture of givers, not takers.  People like Joe Sorge, Toby Bloomberg, Tom Anderson, David Berkowitz, Kelley Connors and Mike Rogers (to name just a few) have routinely offered to help or participate in speaking engagements, workshops and presentations with no mention of “where’s my cut” or “what are you getting.”  It something that’s a little different and a whole lot more fun.

Do you have an opinion on the difference between the two?

Search Engine Optimization and Social Media are two relationships vehicles meant to work together.  We have Google to thank for making this happen and it’s a relationship built to last.

Google determined ”links” to be of primary importance for a high search ranking.  What matters to Google is who goes to your site and who goes to the sites of people who go to your site.  These links means your site has “authority” and authority means a higher ranking by Google’s standards.

Simply letting viewers know, on your website, they can follow you on Facebook, Twitter, etc. increases links.  Since Facebook and Twitter friends and followers can be substantial (130 and 129 on average), social media is important to search.  If you blog, publish frequently and readers follow, your site gains: Frequency X Links X Time spend on your site = A powerful effect on search ranking.

What this is doing is significant.  It’s changing online marketing for a monologue to a conversation.  In the old world of search, everything was focused on talking with and winning over Google.  Now, it can be balanced with talking with and winning over consumers.

For any business or brand, search and social media should support one another.  Here are 5 ways to use Search and Social Media for better results.

1. BALANCE KEYWORDS WITH CONVERSATIONS:  Keywords are the currency for search and social media but conversations around them matter.  Social media lets you listen to what people say, see how much conviction they have and understand what is their emotional involvement.  For your key keywords, do a little investigation on conversations around them.
2. LOOK AT DESTINATIONS WHERE KEYWORDS ARE FOUND:  Where keywords occur is important.  For example, we recently did a “Social Search” for a company that markets over-the-counter female contraceptives.  The keyword used most often to find contraceptives is “birth control.”  It is most  often found in blogs and communities for women like iVillage.  There, it is associated with passionate discussions around a “woman’s most fundamental right.”  ”Birth control” is also found on questionable Facebook pages that serve as cheap dating services.  Same keyword.  Same search value.  Where would you choose to begin a discussion about your brand?
3. FIND ADVOCATES AND BUILD RELATIONSHIPS:  There are online conversations happening about your business right now.  If you’re done #1 and #2, you can find advocates.  Engage.  Be human.  Show appreciation.  Build relationships.  I guarantee it’s worth the effort.
4. EXECUTE SOCIAL MEDIA “CONTENT SEEDING” WITH SEARCH “LANDING PAGES:”  In order to benefit from keywords, many companies build “landing pages” with content including important keywords.  This helps benefit from keyword searches, establishes links and avoids having to make frequent changes to website pages.  Now, social media gives an additional option.  Put these keywords in social conversations.  It adds reach and valuable connections in visible and targeted online destinations.
5. MEASURE RESULTS, LEARN AND REPEAT: Both search and social media share the same characteristics of giving real time results that are easy to modify.  For both, establish a schedule for measuring and increase what’s working and pull back on what’s not.

There are some great companies advancing the dialogue on Search and Social Media.  Some I find particularly helpful are Hubspot and SEOmoz.  They’ve taught me a lot so I hope what I can pass on helps.

The Wall Street Journal reported last week, in looking at the glass as half full or half empty, most of us see the economy as half empty.

Is it time for a Social Media Stimulus Plan?   Here are the facts why.

CONSUMERS AREN”T SPENDING AND BRAND LOYALTY HAS ERODED

• 59% of consumer still rate the economy as “poor;” 73% describe their sentiments as pessimistic
• Under $50K, 79% of consumers are cutting back on spending
• Between $50K-$100K, 73% are cutting back
• Over $100K, 66% are cutting back
• Less than 50% now buy “the brand I want most” when they shop
• 42% cite “unemployment/job security” as a primary concern followed by “rising prices” at 33%

ONLINE SPENDING IS GROWING FASTER THAN OFFLINE

• 8.1% of retail sales now occur online – double what is was 7 years ago
• Online sales are growing +80% faster than offline sales
• 60% of consumers say the internet is more important in making buying decisions; up +56% from a year ago
• Sales at all major retailers, even brick and mortar companies, are growing online:  Amazon (+19%), Apple (+25%), Best Buy (+7%), Home Depot (+3%), Lowe’s (+5%), Macy (+4%), Sears (+6%), Staples (+5%), Wal-Mart (+3%)

PEOPLE WHO USE SOCIAL MEDIA SPEND MORE MONEY AND TIME ONLINE

• Facebook and Twitter users spend 1.5X more time online than average internet users
• People who spend time on Facebook and Twitter spend 2X more money online than people who don’t use these networks
• Heavy online buyers spent $592 on average in Q1 2010
• More people are spending more time on Facebook; it accounts for 8.0% of the time consumers are online
• 23% of Twitter users use the service for retail purposes
• Cost per thousand impressions on social media are $0.55 versus $2.55 for paid online advertising

COMPANIES WHO USE SOCIAL MEDIA INCREASE THEIR PROFILES AND SALES

• 97% of companies report a blog improves their search ranking
• 55% say a blog increases site visitations
• 45% have gotten revenue from their blog
• 36% of companies see an increase in positive perceptions fom their blog
• Companies from Dell, Best Buy, Procter & Gamble, Starbucks, Blendtec and AJ Bombers now have great social media case studies, particularly in the area of innovation, customer service and sales

Sources: comScore, U.S. Department of Commerce, Nielsen, Harris Interactive

A rising tide lifts all boats.  If spending continues to move online and people who use social media spend more, shouldn’t our administration take a hard look at the segment likely to lift us out of a bad economy the fastest; the one with the greatest likelihood to impact positive change?

Our administration has the experience too.  Let’s not forget, when Barrack Obama was campaigning, he used social media and it raised 87% of the funds he put to work to help get elected.

Wouldn’t you like to see the glass as half full again?

I’m seeing more companies find value in blogs.  That’s good news, especially considering these facts for companies that have blogs:

• 36% see an increase in positive perceptions
• 46% say they have gotten revenue from their blog
• 55% report increased visitors to the web site
• 97% have improved search rankings
• And since 95% of people spend less than 5 minute on a web site and view less than 5 pages, most people actually get to know a company better from a blog than a web site

Sources: comScore and HubSpot

So how do you begin?  Get everyone at your company on the same page?  Make sure there is alignment on goals, content and schedules for posting.  I’ve found a brief for the company blog is a good idea.  

Working at ad agencies for a good number of years, the creative brief was the foundation for any ad campaign.  Since a blog represents the voice of a company, shouldn’t a company have a brief before they begin blogging? 

The company blog begins a conversation and, hopefully, a long-term relationship.  A CEO of a major CPG company told me the company blog requires “soft hands,” not only to capture the essense of a brand or company (like the ad brief), but to define conversations.

Here is the brief for the company blog with a few “for instances” to help you along. 

• WHAT IS THE BUSINESS OBJECTIVE? (e.g. demonstrate accessibility, build 1-on-1 relationships, handle crisis management) 
• WHO IS THE READER? (e.g. consumers in general, customers, heavy users, business customers, employees)
• WHAT IS THE INTEREST THEY ALL SHARE? (This is the “insight” part.  Hint: it’s not your product; it’s what’s important in readers lives - e.g. love well prepared meals, support enviromonmental causes, want personal touch with customer service)
• HOW DOES YOUR COMPANY/BRAND MEET THIS SHARED INTEREST? (This is the proof and transparency part; not only that your company/brand delivers on these interests in real, tangible ways but you understand their lives) 
• WHAT IS THE VOICE OF YOUR COMPANY/BRAND? (This is what’s behind your company/brand; its core values and beliefs. (see “The ‘Be’s’ Behind Your Social Media Brand” 4 blogs down for additional advice)
• WHAT ACTION DO YOU WANT YOUR READERS TO TAKE? (e.g. ask us a question, tell us your opinion, go to an event, visit our store and let us show you our appreciation.  A blog can do a lot of heavy lifting for a company.  Business results and ROI are highly measurable)

There are important adminstration requirements to the company blog – What are expectations, measurements and reporting?  Who is the company blog champion to handle topics, scheduling and comments? What is handled internally versus outsourced?

But, like anything worth doing, my belief is the company blog if done right is likely to have one of the highest returns on investment of anything your company does.  If you don’t belief me, just refer to the facts at the top of this blog.

Would you include any other key questions for your company blog?

According to Social Media Examiner (http://www.socialmediaexaminer.com), the top three social media questions people ask are:

1. How do I measure social media return on investment?
2. What are the social media marketing best practices?
3. How do I manage my time with social media?

Here’s a the roadmap: 2 hours/day X 60 days = social media ROI.

It’s my experience but, more importantly, a conclusion reached at an SAS and AMA webinar last week led by John Bastone and Chris Brogan (http://www.chrisbrogan.com).  John and Chris challenged the popular excuse there is no pure sense of ROI with social media saying:  If you put  in 2 hours/day for 60 days, you’ll see social media’s return on investment.

Here’s why:

• HIGHLY MEASURABLE:  With standard analytics, you can measure: 1) LEADS: Social media traffic to your web site and/or store and how many share your news with others 2) CONVERSION: What actions they take on on your site and/or at the store and 3) RETENTION/LOYALTY: If they come back and repeat their activity.  These are the standard metrics for benchmarking return on investment.
• SUCCESS COMES FROM LISTENING, CONNECTING AND PUBLISHING:  These spell out the dynamics, time commitments and activities that build a following, momentum and results.  But they don’t occur unless the activities are performed continuously.  In any 2 hour period, you should spend 30 minutes listening, 60 minutes connecting and 30 minutes publishing.  A common mistake companies make is to use social media as an outlet for press releases.  Bad idea.  This creates the impression your brand is impersonal and not listening or willing to connect.
• STARTS WITH PITCHING IN: Conversations are occurring about your brand and category as we speak.  Search them out on Google, Yahoo, Technorati, Facebook, Twitter and YouTube and you will quickly see where most happen - blogs, online communities or social networks. Then, pitch in and join. You’ll quickly find where you get the most bang for your buck so you can spend time on what’s working and pull back on what’s not.
• MADE FOR ROI: If you’ve defined your business goals, (e.g. increase sales of X%, generate new subscriptions of Y%), there should be NO reason why you can’t now look at your business pre and post, relate it to activities, identify strong performers, apply measurements above and have an ROI – robust with as much data and analytics as you like.

With the learning, you can improve or “optimize” the process for even better results in the next 60 days.

One other piece of advice to help with connecting with your customers.  Talk about your customers’ interests before you talk about your product.  Content about customers always draws more customers than content about your product.  Pretty soon, they’ll start generating content for you to help you manage your time and investment.

2 hours and 60 days may seem like a little or a lot depending on your perspective.  I’m not aware of a marketing channel that does it more expediently or is more transparent.

I hope this gives you a helpful perspective and demystifies some often asked questions.  If it doesn’t, I hope you’ll let me know.