I am getting really excited for the next NHTweetUp event – The #RetroTechUp taking place on 2/18 at RedHook Ale Brewery in Portsmouth, NH. If you attended the SpookUp on 10/28, you know what a great venue it is and this time around is going to be even better! We were working really hard over the weekend making some cool RetroTech decorations to spruce up the joint so we hope you can all make it to the event on 2/18 from 6-9:30 pm. If you haven’t signed up already, please do so here: http://retrotech.eventbrite.com
I am also very excited to be able to bring you live music from The Sea Captains!!
Adam Flaherty @aflaherty_media (also a member of @TheSeaCaptains) created this awesome video to help promote the event while we were at @RedHookNH yesterday afternoon. Check it out!!
If you aren’t listening, then you will never know.
During a recent #AwarenessInc webinar, “Answering the Social Phone,” David Alston of Radian6 discussed what organizations should listen for online, what to say when you engage, and of course, how to measure your efforts and ‘convince the boss’ on the importance of using social media to answer that social phone. Because if you’re not answering it, your competitor who is more involved and engaged will.
It was a very informative and interactive session for the social media novice and even those who have been around the block a few times. If you have never heard David speak before, I highly recommend taking a peek at the video below for yourself.
While tracking the discussion during the webinar online, I pulled out some key points from the audience. What are your thoughts? Get involved in the discussion yourself by tagging any discussions with #AwarenessInc like these webinar attendees did below.
stephen_lamb: RT @BostonSarah: Think of ROI for social media in terms of “Return on Ignoring.” What is the cost of opportunity lost? -David Alston #awarenessinc
jerrycameron: Purchased mass media is essentially the “rental” of eyes and ears. Social media is about hearts and minds; engaging with them. #awarenessinc
Katie Paine, isn’t called the “Queen of Measurement” for nothing. During a recent webinar hosted by Mike Lewis (aka @BostonMike) of Awareness (@AwarenessInc) Katie discussed how engagement within communities goes beyond just tracking blogs and instead involves looking at the whole tenor of the conversation. It was a great session with some valuable information, especially for those organizations struggling with how to measure social media success. If you haven’t seen it or just want to watch it again, the complete webinar is below for your learning pleasure!
I also pulled a few of the tweets that highlighted some of the key discussion points/quotes from Katie’s webinar and pasted them below. If you would like to continue the discussion, feel free to add your comments below or via twitter with the hashtag #awarenessinc.
amybomar: People use & prefer different channels, expect different responses from the different channels. #awarenessinc
kellyrfeller: Wow, great objective: “Move folks from (neutral) conversation to engagement.” Big opportunity since 95% of content is neutral. #awarenessinc
On January 28th at 2PM ET the amazing David Alston, VP Marketing and Community at Radian6 will be the featured guest for the next Awareness webinar. During his session, “Are you answering the “social phone?” David will talk about what to listen for, what to say when you engage, and of course, how to measure your efforts and ‘convince the boss. Additional details and registration form can be accessed here: http://info.awarenessnetworks.com/SocialPhone.html
You have likely seen the ENGAGEMENT db study that Charlene Li of Altimeter Group wrote in conjunction with Wet Paint. If you haven’t, I highly recommend taking a peek. The study looked at the top 100 brands according to Businessweek’s Interbrand Best Global Brands ranking and how they each engaged with different social media channels – a total of 11. What the study uncovered was that a brands’ engagement across multiple social networks significantly impacts its bottom line. Wow! This is great news, right?
Well…yes, but wait. Don’t go running out and joining every social network you can in the hopes you will immediately see a rise in revenue. It takes more than an “if you build it, they will come” mentality when using social marketing tools. Brands need to go beyond just signing up for multiple accounts and instead focus on actually fueling their fanbase by actively engaging with consumers online – across all channels.
Getting those accounts set up is just the first step in creating the platforms in which to begin to fuel a fanbase. It takes a lot of work and time to actually manage it all for it to be successful – especially if you are managing multiple channels that incorporate elements like video, podcasts, social networks, Twitter and branded online customer communities. A few tweets here and there are not the makings of a successful social marketing campaign (sorry).
The good news coming from early reports is that by creating and managing this type of multi-social-media-platform program, organizations are beginning to realize a multiplier effect that comes from integrating these programs. In other words, when you cross promote your efforts like tweeting a blog entry, you get better results than if you had used each platform independently.
You’ve heard this over and over again so I apologize for beating this dead horse, but you no longer want to talk TO your audience anymore – it doesn’t work. They won’t listen. Instead, give your customers the opportunity to engage with YOU by creating a multi-social-media-platform approach that will not only fuel your fanbase, but improve your bottom line as it is doing for brands like Starbucks, Toyota, Dell and SAP.
Now you can go and get started!
On a side note….Can I get your vote?
I recently submitted a speaking proposal for the Enterprise 2.0 conference taking place in Boston in June suggesting that my Awareness, Inc. colleague, Mike Lewis (@BostonMike) discuss how brands can and are successfully fueling their own fanbase by managing multiple social networks. Because Enterprise 2.0 requires that submissions be voted in by the masses, I would very much appreciate your help in making this session happen. If you have a moment, please click here and register to vote up until 1/20/10 . I would be forever grateful
I don’t drink coffee. I admit it. I am often embarrassed when hanging out with my coffee-loving friends when they find out I don’t enjoy the beverage. Hey, I just never acquired a taste for coffee. Perhaps I just haven’t tried hard enough. But, why bother trying when what I do love is a great cup of tea. I happen to drink a lot of it. Chai tea is my favorite with a mean cup of green tea a close second.
If you are also a tea-loving, social media person like I am, then you will definitely want to check out this video interview I did with Marshall Malone of Portsmouth Tea Company (@PortsmouthTea) while attending the NH Social Media Breakfast.
Connections and Eye Contact!
Marshall was kind enough to sit down with me right after he got himself a bowl of Portsmouth Tea Company’s soup of the day (they offer some amazing food there too – FYI). Marshall shared with me some background on Portsmouth Tea Company, which was founded as an online-only retailer of fine teas and has since opened its first cafe located at 475 High Street in Somersworth, NH. He discusses how using social marketing has helped him connect with his customers both online and offline to help establish that “eye contact” that he says is so important in building relationship.
Want to buy a cow?
Portsmouth Tea Company is also involved in a very unique cause marketing initiative with True Sojourners that helps to buy cows that are then given to families in Nepal. They ask their patrons to stop bytheir cafe and donate anytime; 100% of donations goes to purchase the cow.
I encourage you to take a peek at my interview with Marshall below and to also check out their online store if you are or know anyone that is a tea lover. If you are local, definitely stop by their cafe in Somersworth, NH for some tea and a bite to eat.
A big thank you to Marshall for sitting down with me. Sorry your soup got cold!
As 2009 is quickly coming to an end and a new decade is just a few hours away, I can’t help but get a bit emotional as I reflect on all that has happened these past years. Here’s a quick rundown…
- I had kids! Two girls who are amazing, beautiful and so smart (I love you with all my heart A & L)
- I sold my house and built a new one. Well, I didn’t build it, but I had a lot of influence on what went into it. I made a lot of trips to Home Depot and Lowes that summer!
- I bought and sold 5 different cars (3 minivans, 1 Jetta Wagon and my current vehicle, a Nissan Cube) Guess I am fickle when it comes to cars
- I worked at 3 different companies. I am currently at Awareness and loving it! (you can include the bonus in my next check)
- I launched this blog
- I started planning these silly events called “TweetUps” where I brought people together offline to network and strengthen their online relationships
- I met all of you!
As I continue my journey into the next decade, I am excited and optimistic of what the future will bring. And I am truly thankful to everyone who has come along with me for the ride. Each and every one of you has made an impact on my life in some way or another and I thank you for that.
So, without getting all mushy, I want wish you all a happy and healthy New Year. With you all there to join me, it truly will be an amazing journey.
Caroline Dangson, research analyst for IDC recently participated in an Awareness, Inc. webinar where she presented “Breaking Down Operational Barriers to #Socialbiz Success.”
During the webinar, Caroline shared with us the top ten operational barriers to social business success as well as the ten best practices for socializing your business. I outlined those in this post for you, but I definitely encourage you to check out the complete webinar below.
Top 10 Operational Barriers to Social Business Success
Organizational Silos
Command and Control Management
Top Down, One-Way Communication
Social Activities Not Integrated Into the Workflow
Employees Measured on Individual Performance
Competitive Culture
No Guidelines or Training
No Methods for Measuring Social Value
No Executive Sponsor
No Role Modeling
If a business truly wants to become a social business, they should definitely focus on overcoming barriers #9 and #10 and go beyond just signing up and purchasing social media tools. I refer to this quote from Scott Monty of Ford quite a bit because it rocks and it is very applicable here – 90% of social media is just showing up. What I mean here is that employees typically follow the lead of their leaders and if the upper managment isn’t particpating in social media, what is their motivation to do so? To truly socialize your business, everyone must participate and incoporate these activies into their daily jobs.
As Caroline pointed out, IDC believes social media is transforming not just how we communicate, but also how we conduct business. Corporations will not be able to easily adapt to this new order if the CEO is not on board. Social media use by employees for work purposes is coming into corporations, but the opportunity to harness it needs support from executives.
Top 10 Best Practices for Socializing Your Business
Start small – take baby steps
Lead With a Corporate Initiative
Tie Measurement Back to Core Business Objectives
Put your Social People in Front to Champion
Establish and Official Framework for Participation (Social Media Guidelines)
Provide Incentives for Community Participation
Keep HR, Legal, IT Involved in the Process
Executive Sponsorship
Role Modeling
Ongoing internal education, training and outreach
Attendees were also sharing some key soundbites and commentary tagged with #awarenessinc during the session (highlights below), but the one statistic that seemed to resonate the most with everyone was when Caroline shared the results from a national survey of CIO’s by Robert Half Technology which showed that 54% of CIO’s completely prohibit public social networking site usage at work. This study, as you can imagine, gained a lot of attention because this statistic was higher than many expected. Caroline went on to explain that with social media entering the workplace under the IT radar – the CIO has been put in a reactive position and challenged to address employee use of public social media in the workplace.
bellatrixr: Ok, so I have baggage w/this: And in whose hands it rests — “Technology is only as good as a user.” (RT @awarenessinc
karyncooks: AMEN! RT @kayhaswingsNo one should “own” socmed. Shouldn’t be separate dept, should be discipline of entire company. #awarenessinc
dmourey: Need to integrate into biz objectives & empower those who want to bcome cust. advocates, crowdsource ideas, demonst expertise #awarenessinc
aaroncarter: #awarenessincshould there be a social executive officer? I think this depends on structure and needs of your organizaion.
tallbonez: #awarenessinc What is the op operational barrier to SM for your company: 31% said getting colleagues to participate
k8johnson: Technology enables, but doesn’t guarantee success. Culture is a major definer of social & community success via @cdangson#awarenessinc
dmourey: soc media is not just mktg. but across functions- cust. serv., prod dev., recruiting, just mktg limits orgs chance to chg. #awarenessinc
llgraham: Marcomm the lucky “winner” to own social media in recent survey #awarenessinc
Ignitus: 47.5% of organizations implementing social media do not have published social media guidelines #awarenessinc
christinelexa: Purchasing social software doesn’t make your biz more social – Amen. So true. #awarenessinc
Have your own thoughts to share? Please continue the discussion here or on Twitter by tagging with #awaressinc and @socialbiz – Thank you!
What’s Next??
The next Awareness webinar focusing on Social Media Engagement is scheduled for January 14, 2010 at 2pm ET with Katie Paine,CEO of KDPaine & Partners, a NH-based company that provides customized research that measures public relationships and brand image. You won’t want to miss this one! Register Here: http://bit.ly/KatiePaine
I had a chance to talk to online community manager, Andrew Hemingway, while attending PodCampNH in November. To be honest, I kind of cornered him after his session where he talked about the role of the community manager in an organization.
We chatted a bit about his passion for online communities, what goes into successfully creating and managing one and why brands should create their own.
Check out my discussion with him for yourself below
Do you “got community?” If so, what makes your community so successful? If not, what are you waiting for??
Chris Broganwrote about the difference between audience and community where he said “The difference between an audience and a community is which direction the chairs are pointing.” Well, I happen to love that statement and believe in it completely. What he was trying to say, or at least what I interpret what he was trying to say (Chris, you can correct me if I am wrong later) is that slapping up a bunch of content on your site in an effort to attract an audience does not a community make. It’s effective if you want to draw some eyeballs – especially if the content is really great, but you can’t call that community.
During the webinar, Rachel brought us through the different phases of The Community Maturity Model while Adam shared his first-hand experiences building and managing Palladium Group’s community.
According to Rachel, community is about the relationships between the people in your community and not just a content-rich website (the “audience” Brogan referred to). It is these relationships that drive engagement, passion and long term relationships. Reminds me of Ford Motor Company and their success in using social media to drive that passion for its vehicles.
A few key takeaways were shared by listeners via Twitter. My favorite, of course, is the tweet about the correlation between offline and online building community
themariaLessons in community: if you drive a lot of members to a site without prior relationships, it will fall off. (via @rhappe) #awarenessinc
themaria.@rahppe says she’d prefer a smaller, passionate community than larger community that just languishes, i couldn’t agree more! #awarenessinc
themariaInternal evangelism and education are a huge part of community management. There should be other people helping out #awarenessinc
karyncooks1 in 1000 rule: Likely to have one problematic community member in 1000 member pool. Make them adhere to TOS. #awarenessinc
karyncooksTrack community month over month – not any 1 thing that moves the needle that much within smaller time increments. #awarenessinc
You can check out the complete webinar below in case you missed it or just want to watch it again. Slides are also available for viewing here.
So, where does your organization fall within The Community Maturity Model? I would love to hear what you are doing within your organization to drive engagement. Have questions? Share those in the comments too.
What’s coming up next?
Be sure to register for the next Awareness webinar taking place on Thursday, December 10, 2009 with Caroline Dangson of IDC titled “Socializing the Enterprise: Breaking Down Operational Barriers to Social Business Success.” Register here.
Who do people trust to get their information from? This is the question posed by Scott Monty, Ford’s head of social media when we had a chance to hear the story behind Ford’s social media strategy during a recent Awareness, Inc. webinar.
The answer is certainly not from corporations. Scott pointed out that according to the Edelman Trust Barometer, it’s certainly not the companies that consumers go to first. In fact the 2009 Barometer revealed that globally, 62% of people trust corporations less than they did last year. And its even worse within the U.S. where 77% of consumers are skeptical of anything that comes from a corporation.
So who do consumers trust to get their information from? The answer Scott provided was that most consumers get their information from third party experts and journalistic sources such as Consumer Reports and Wall Street Journal. But most importantly people trust the information they receive from others like them and with whom they can identify with such as a family member, friend or someone from within their network. Those are the people they will trust and ultimately influence their decision to buy.
Paraphrasing Woody Allen, where he said ”90% of life is just showing up,” Scott shared with us how Ford subscribes to the Woody Allen philosophy of social media which is “90% of social media is just showing up.” Its about being where people expect you to be. Showing up is easy, its the other part that is hard and is often where the majority of corporations fail. Well Ford is certainly doing more than just showing up. With Scott to guide them, the corporation that has experienced its share of challenges, is now seeing significant success in their social media efforts through their many campaigns. Proof of this success could possibly be attributed to the company’s recently posted profits of nearly $1 billion in its third quarter.
Twitter was also buzzing about Scott’s discussion as many participants were rapidly sharing some of the highlights and soundbites during the webinar using the hashtag #awarenessinc. Some of my favorites are highlighted below. As you watch and listen to the webinar yourself, what are some of the key highlights for you? I would love to continue the discussion via Twitter (with the tag #awarenessinc) or in the comment section below. P.S. Scott’s slides can be accessed via Slideshare here:http://bit.ly/2I4Mhx
