Posts Tagged ‘Twitter’

7 Kinds of Relationship to Social Media

by Rajesh Setty on August 24, 2009

Everyone does not view social media with the same lens. Different people have different stands about social media. For some people it’s a nuisance and for others it’s their life.

I have grouped the kinds of relationships people have to social media in seven categories. You may be able to identify yourself in one of them or somewhere in between. You will notice that the investment you make and the returns you get are directly influenced by the approach you take.

As you can see, only in the last two kinds of relationships can you expect reasonable ROI from social media.

So, here are the seven kinds of relationship in detail:

7kinds-socialmedia

1. Despise

You hate social media and social networking. You might even think it’s a nuisance. You think it’s artificial and you just keep thinking about the old days when people could really meet and talk. This new kind of building relationships seems so fake to you. Some of you may think that this is a fad that’s going to go away sooner than later. So why bother?

None of you in belonging to this category have any plans for participating in the social media. Some of you may question the intelligence of others who are participating in social media. Obviously, you can’t expect to see any returns from social media with this attitude.

2. Distant

You don’t hate social media but you don’t love it either. You are standing at a distance and watching all the action. You are sometimes amused, sometimes surprised and sometimes shocked with what’s happening there. When you read a success story you are encouraged to begin your journey but you stop yourself saying that you may not be ready to make that BIG commitment of time, energy and mindshare into this without being fully clear about the return on that investment.

Some of you in this category may be afraid that you might abandon the ship prematurely if you are not fully equipped before you start. Whatever be the reason to keep the distance, you can’t expect any returns from social media with this stand.

3. Dream

You are more open to participating in social media but the right time has not come in yet. You know what you will do when you finally start engaging in social media. In your mind, you have a grand plan but the time to execute has not come yet. Even here, your ROI from social media is not much for you as the marketplace rarely places a premium on people’s dreams. Dreams are important but action is even more important.

4. Deal

You are someone that had no choice but to jump into social media. Someone posted about you or your company on a blog. Someone tweeted about you or your company on Twitter. You are now forced to respond, especially if you feel the article or tweet was not backed with facts. You jump into the social media to set the record straight. This is a reactive approach rather than a proactive approach. However, you can still benefit from dealing with the situation on social media. People appreciate that there is human touch from the company. You might decide to engage proactively from now on or you might again go back to the sidelines and come back whenever there is a need.

5.  Dabble

You are definitely on the social media side of the fence. You are experimenting on various tools, techniques and tactics albeit without a clear strategy. You act as if the latest tools that surfaced were the missing piece in the puzzle. You embrace new tools with vigor but you don’t follow through with the same vigor as new tools in the marketplace continue to distract you.

While you may not get a long-term return using this approach you do see some benefit as you start making and building relationships on the web.

6. Dedicated

You are committed to participate and engage in social media. You are active on various networks, ask and answer questions and do everything to engage with community. People know you as not only competent in your domain but also as a “nice and helpful” person and probably will reciprocate back when you are in need. You are on the path to building long term relationships that matter.

This is where you start seeing serious returns from social media.

7. Dance

This is social media mastery at display. You know what it takes to “dance” in the social media. You not only help – you ensure that your help is “valuable.” You not only give away stuff but you ensure that what you are giving away is “SIGNFICANT.” Whether it is an article, eBook or a tweet, when you talk people listen and they are thankful that you are there in social media and you are accessible. You change lives via social media and make things happen.

Your returns from social media skyrocket with this stand.

If you are not engaged in social media, I urge you to start engaging with the view to “dance” someday. That’s where all the magic is.

The New Socioeconomy

by Deepika Bajaj on August 21, 2009

Socioeconomy choice pic1Social media is not for the weak of heart. It requires a certain level of risk taking and willingness to experiment. The success of social media is based on contribution, connections and community. There is no one way to identify what tools within social media are relevant to your business objectives. This has not stopped companies and individuals to adapt to these tools and some have successfully harnessed the raw power of social media. No doubt, there are many people and companies who are still resisting this new social phenomenon. Like it OR not – this is here to stay.

I have spoken to many people in different organizations and some have shared with me their concerns of using social media.

Here are a few that I want to share with you all:

1. We can’t have a Youtube video. If the advertisement on RHS of the video is of adult content, it will dilute our brand.

2. We can’t open up Facebook to our employees since we are a Financial services company and have to protect client information.

3.  We really are interested but don’t know the best practices around what works and what doesn’t work.

These are all valid concerns. Just recently, an article in the wired blog mentioned that Military may ban Twitter, Facebook as security ‘Headaches’.

And yet there are other companies who have transcended to leverage social media in a compelling and effective manner. In my previous post, I committed to sharing some stories of companies who are using social media in a creative and innovative manner.

Here are a few stories:

  • How EMC used social media to recruit, re-brand and rebuild.
  • COOL factor: Held a series of highly effective recruiting fairs in Second Life, a 3D virtual world,  that showed EMC the undeniable power of social platforms for business.

    ROI: EMC’s employment brand operation has a zero spend budget. The number of followers on EMC Careers Twitter channel and Facebook are growing. There is a spike in the number of resumes per job opening. Therefore, ROI is positive.

  • JetBlue’s ” All You Can Jet” Promo shows Power and Peril of Free Media Channels.
  • COOL factor: A unique JetBlue promotion called, yes, “All You Can Jet” offering people a $599 ticket for unlimited travel between Sept. 8 through Oct. 8 to 57 cities where JetBlue flies. Main promotional components appear to have been a release over PR Newswire and a tweet sent out by JetBlue at around noon that day.

    ROI: Total PR buzz of the effort at 31 million search results and 10 million blog posts in seven hours.

    I believe that we live in a new world where we are all connected. We can  leverage these connections to create new possibilities. Truly, there has never been a time when things changed so dynamically. This does not mean that traditional media is dead. It is a great resource for mass distribution – like selling a book, launching a product or a career. The idea that your competitor has more connections and has the ability to hurt your business has driven companies to adapt social media. I believe it is the new Socioeconomy (study of the relationship between economic activity and social life) – a shift more profound than the launch of an automobile or the cell phone.

    DD-new-pic-headshot Contributed by Deepika Bajaj, President and Founder, Invincibelle, LLC. Invincibelle helps women who live and work in a multicultural world to accelerate their professional growth. You can follow Deepika on Twitter at invincibelle

    Get found on Cyberspace!

    by Deepika Bajaj on July 27, 2009

    Print
    Social Media is empowering businesses and individuals to get found in cyberspace. Traditionally, marketeers relied on tools such as
    newspapers, print media, radio and television – PUSH strategy in marketing, where there is little demand for the product or service until it is pushed out to the consumer. This was expensive marketing. Many companies like P&G, Merck and Home Depot used these tools to reach out to the masses, in hope that a fraction of that population will gravitate to their message.

    There is a paradigm shift now and many companies are leveraging the internet to reach a targeted set of audience. Social media tools such as YouTube, Facebook and Twitter are being leveraged to spread a targeted message to reach relevant audience. This is more like a PULL strategy in marketing, where a customer requests a product or service (by following you on Twitter or becoming a fan of your product or service on Facebook).

    The objective is to get found by people who care about what you have to offer. It requires a creative approach and leverage to spread the word using social media. Your website visitors can find what they are looking for and that increases the opportunity to do business development for your company or find customers, exponentially. Social media provides metrics, is scalable and is a lot of fun. It is the new way to drive traffic to your website and market your products or services.

    To be found and leverage social media, sign up on facebook, twitter, linkedin and flickr – if you haven’t already. There is an entropy of the marketing messages in the cyberspace. If you are innovative and creative, you can build strong relationships online, network with people in your industry, build a community and an identity. You do this offline when you go to industry events, send snail mail and make customer calls. This is limited by geography and available customer databases. Social media is your opportunity to discover customers worldwide, connect with people who you did not know existed and get found or discovered across cultures and national boundaries.

    In my next post, I will share some companies have built competency in listening online and how they used social media for branding. So, stay tuned…

    —–
    DD-new-pic-headshot Contributed by Deepika Bajaj, President and Founder, Invincibelle, LLC. Invincibelle helps women who live and work in a multicultural world to accelerate their professional growth. You can follow Deepika on Twitter at invincibelle.

    How Social Media is changing Marketing

    by Deepika Bajaj on July 3, 2009

    socialmediawagonIt is important to understand what is going on here. There is a real shift underway. Building your brand through traditional tools and trends need a closer look. Are they making you vulnerable? Are they making you a stronger business?

    Speed of change is HIGH. Advertising has been moving online and is becoming less effective. The payouts of online advertisement are declining. It is harder to justify marketing budgets and ROI for online advertising.

    Here are some current trends:

    Trend #1 Balance of Power
    There has been a big power shift and today consumer has unparalleled power.

    Trend #2 Emerging Marketing opportunity
    More intimate customer relationship marketing is possible.

    Trend #3 New Technique to build brand identity
    You can shape your brand identity through response to social market. Transperancy and humility are rewarded. Authenticity is identity.

    Every marketeer is now struggling with the following questions:

    Should we be on FB?
    Do we start a blog?
    Do we offer everything for free?
    Why aren’t we tweeting?

    There are a lot of people who know what is social media BUT are not sure how to use it. Social Media is focused on the long tail so it is customized for easy adaptation by consumers. For marketeers to use it effectively, they need to demonstrate leadership in using social media. They need to develop social leadership strategy that delivers desired outcome and meets their business objectives.

    All day I read articles, blogs, case studies about brands that tried something — usually — missed the boat, and are now enjoying the not always positive feedback we are all so ready to give. But then again, every once and a while a company comes along and really hits the nail on the head.

    The Nature Conservancy leverages Facebook and Digg for cause marketing: How TNC raised nearly $75,000 through Facebook Causes and a partnership with Lil Green Patch, a popular Facebook application. The group has also built significant brand awareness through the social news site Digg! (As reported by Jonathon Colman of TNC, September 29, 2008).

    So why bother with social media?

    I meet with a lot of companies, and almost always I am asked to “give an example of how a company has increased their bottom-line with social media.” Well, now, in addition to my usual spiel of stats, graphs, etc., I can also hand case studies. What it comes down to is any company can find success with a social media strategy; they just need to have the right goal in place. They need to understand where their audience is hanging out, and get in there with a good story … start passing it around. The rest usually takes care of itself.


    DD_headshot Contributed by Deepika Bajaj, President and Founder, Invincibelle, LLC. Invincibelle helps women who live and work in a multicultural world to accelerate their professional growth. You can follow Deepika on Twitter at invincibelle.

    Listening to customers through Twitter

    by Robert Driscoll on July 2, 2009

    listen-To-Your-Customers-On-TwitterIn my previous post “How Brands Can Leverage The Power of Twitter, I discussed how companies can use Twitter to increase their companies sales. It is widely known that it costs companies more to find new customers than to keep their existing ones, yet too often they neglect their existing customers.

    While many companies use call centers to address customer complaints, many customers feel like their frustrations go unheard. Today, more companies are starting to embrace the power of Twitter to market their new offers as well as a means of keeping their customers informed of changes, updates and addressing their unique concerns. Twitter is becoming another conduit for customer service and an opportunity for these companies to build their brand with new and existing customers. Twitter is not a means to replace a companies call center, but rather to complement it. In a recent USA Today article, it stated that, “the popular communications technology has helped companies quickly and inexpensively respond to customer complaints, answer questions and tailor products and services,” while at the same time, “easing the load on call centers and expensive mailers that most customers abhor.”

    In the era of instantaneous communications, even email now is considered too slow. Companies like JetBlue and Starbucks are using Twitter (Click here to follow Jetblue on twitter and here to follow Starbucks on twitter) to update their customers instantly. JetBlue uses it to not only communicate their latest flight specials to their customers, but more importantly, informing them if their flight is delayed, in turn reducing customer frustrations. Starbucks uses it to get customer feedback on their services and to address customer complaints as well.

    While using Twitter to tweet the latest product releases is what companies primarily use it for, it is just as important they pay attention to what their customers are also saying about them. Companies such as Salesforce have built Twitter in to their online customer service portal called the Service Cloud. Their service not only allows their customers to post complaints but also to search for relevant tweets, track responses and list their own.

    Customers don’t want to be placed on hold when they call customer support. They want answers right away. Twitter is allowing companies to have these instantaneous conversations with their customers to not only help promote new products and services, but to handle and resolve complaints, in turn improving the company’s service to their customers.

    The questions to ask yourself are: Are you using the new tools of “today” (like Twitter) to effectively “listen” to your customers? Or Are you sitting on the sidelines waiting for a better tool or are you just “happy” with what you have? Are you sure your competitors are not using the new tools of “today”, while you are waiting? What if your customers are talking to the customers of your competitors (trust me, they are!) and hearing of the ‘instant’ support they are getting? How long do you think they will “Wait” before they switch?

    The answer is simple… listen to your customers through Twitter!

    What is Social Media?

    by Deepika Bajaj on May 29, 2009

    changingourworld1Social Media is a conversation online. Social media is NOT a strategy or a tactic – it’s simply a channel.
    This conversation is powered by : social networks, blogs, wikis, message boards, photo and video sharing, virtual reality and social gaming.

    Social Media is changing our world: The power to define and control a brand is shifting from corporations and institutions to individuals and communities.

    Social Media influences people. Dell says Twitter has produced $1 million in revenue over the past year and a half through sale alerts. People who sign up to follow Dell on Twitter receive messages when discounted products are available the company’s Home Outlet Store. They can click over to purchase the product or forward the information to others. Dell started experimenting with Twitter in March of 2007 after the South by Southwest conference, an annual tech/music festival in Austin, Texas. Conference attendees could keep tabs on each other via a stream of Twitter messages on 60-inch plasma screens set up in the conference hallways. There are now 65 Twitter groups on Dell.com, with 2,475 followers for the Dell Home Outlet Store.

    10 keys to success on Social Media

    1. Experiment with Social Media: Try variety of tools, be yourself, make friends and share.
    2. Make social Media central: Spend time upfront planning how you will use social media.
    3. Listen before participating: Find where your audience is participating and identify the influencers.
    4. Be transparent and honest: Admit your mistakes right away. Avoid evasion and lying(people won’t ignore it)
    5. Share your content: Make your content easy to share. Corporations, like people, need to share information to get the value out.
    6. Be personal and act like a person: Speak like yourself – not a corporate marketing shill or press secretary
    7. Contribute in a meaningful way: Think like a contributor NOT a marketeer
    8. Learn to take criticism: Don’t try to delete or remove criticism (it will just make it worse)
    9. Be proactive: Build relationships before you need them.
    10. Accept you can’t do it all by yourself: Convince your CEO that social media is relevant to your organization. Get your communications team together, discuss the options, then divide and conquer


    Contributed by Deepika Bajaj, President and Founder, Invincibelle, LLC. Invincibelle helps women who live and work in a multicultural world to accelerate their professional growth.

    How Brands Can Leverage the Power of Twitter

    by Robert Driscoll on May 21, 2009

    Yes, Twitter is all the rage these days. Everyone seems to be using Twitter but there are two distinct camps of users, those using it to produce noise about themselves and their opinions, the other using it to produce value.

    What some businesses are beginning to understand though is the power of Twitter in spreading a message to the masses and creating instant feedback, fast. Many companies use it to alert their customers about current events. Others use it to get feedback on new products that they’ve launched.

    This can be a powerful tool, if used properly, in not only increasing your business’ brand, but your sales as well. Look at the results from Dell this past February when they offered their 12,000 Twitter followers an exclusive discount for one of their laptops. $1,000,000 in sales! (read: Sarah Milstein’s review at O’Reilly Radar: Twitter Drives Traffic, Sales: A Case Study) Last month, Land Rover became the first national brand to execute a national Twitter campaign in a bid to promote its newest models’ debut at the New York Auto Show.

    While the right message can help your company, at the same time, you have to be careful when using Twitter as it can just as easily hurt your companies brand if the wrong image is portrayed from your tweets. Remember, tweets are instant and for everyone to see and comment on. Used properly though, Twitter can be a very powerful sales and marketing tool that is very cost-effective in reaching a large audience. Businesses are just now beginning to understand the benefits and marketing power of Twitter.

    Tweet responsibly!