Outsource My Social Media Marketing

www.socialstarter.com Outreach is a fundamental element of a successful corporate social media strategy. It’s where you go out onto the web and discover and participate in conversations about your brand, gaining authority, reputation, relevance and trust for your brand.

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Social media can take many different forms, including Internet forums, weblogs, wikis, podcasts, pictures and video. Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing (crowd outsourcing), and voice over IP, to name a few.

Examples of social media applications are Google Groups (reference, social networking), Wikipedia (reference), MySpace (social networking), Facebook (social networking), Youmeo (social network aggregation), Last.fm (personal music), YouTube (social networking and video sharing), Second Life (virtual reality), Flickr (photo sharing), Twitter (social networking and microblogging) and other microblogs such as Jaiku and Pownce.

What is Social Media Marketing (SMM)?

SMM is where you use social media networking and user-generated content platforms to promote a product, service or content. SMM typically involves creating and participating in a “conversation” with the target audience, rather than blatantly advertising to them.

SMM can also include creating and promoting viral content that is meant to be shared by users. Many marketers are not comfortable with the lack of control over social media but when approached properly, social networks can be extremely effective channels for building product evangelism, reputation management or corporate branding

Why is it becoming so popular?

I believe it’s simply because it mirrors our true nature. We are gregarious by nature and for once we are able to use technology easily to reach out and connect in new and exciting ways. It’s still all so new too, there are new frontiers popping up regularly and it’s a bit like the early Internet “gold rush” days during the 90′s

Is every Social Media site for every entrepreneur?

They might not think so, but it is. You do it naturally every day, SM online is simply the same thing applied technologically.

How does a business owner determine which site is the best match for them?

Good question. Not all SM Sites are equal. I typically advise people to think “classical marketing” and don’t let the ‘flashing lights’ fool you. Visit the site, pat attention to the conversation. “Lurk” for a while. Ask a question, see what happens. Each environment has its own rules. Blunder in and start shouting and you’ll get flamed. Respect the environments ‘sub culture’ and you’ll do fine. An obvious example of this in action is a site that caters to “gamers” – you instinctively know that if you’re selling insurance you would have a tough time in that environment. Like I said, think like a classical marketer.

Are there some “best practices” steps to starting and maintaining your SMM sites? And how do I make social networking work for me?

Social Media Marketing

Many a company has forgotten the old maxim, “Act in haste, repent at your leisure…” The same warning should be applied to companies rushing to get in on the social media marketing wave.

If you hear things at work like “We should have a blog,” or “Let’s join Facebook,” I suggest [respectfully] that maybe you are about to make a whopper of a mistake.

Here’s why…

Backwards is bad

You are starting your social media strategy design backwards – and this will lead to trouble.

In any other business endeavor we start by figuring out what we want to accomplish. Social media technologies are not magical. They’re just tools too. It’s time to stop doing social media marketing because it’s trendy and instead do it because it works!

4 Things to Remember

(1) The web is about people. You need to know your audience. Understand their capabilities, their hangouts online, their language and behaviors. If you’re targeting business travelers then consider rating and review sites for example. Just don’t guess…

(2) Figure out what will be different when you are done. This is the “why” behind your plans. Do you want to create a close knit community or a product testing ground. Understand the motive’s behind your actions.

(3) What outcomes and objectives are you seeking to achieve. Consider the end result and how you will measure it. A fuzzy or fluffy end result is almost as bad as not specifying one at all. How will you measure success?

(4) What technology to choose. Only answer this question when you’ve completed the others because then you’ll know with clarity and confidence.

In conclusion, if you recognize classic business planning and management principles amongst these notes you’d be correct. The game may have changed, but the rules are still the same. Plan first, then act with confidence.

How long is this new type of marketing going to take to master?

The actual skills are quite simple – you likely already have them mastered. What you need to learn is the PROCESS. That takes a little time, but frankly not that much.

What if I don’t know many people to invite to my network?

No problem. Answer this question “If you are the ANSWER, what was the QUESTION?” Armed with that answer you can locate groups of people who would need what you offer. You can then invite them to participate and you can SHARE your knowledge and expertise to PROVE you are the answer to their problem. Use your favourite search engine to locate these people – simply type in the QUESTION or problem. Remember, if people knew the answer they wouldn’t be looking 

How can I get business through SMM?

It’s a funny thing when I’m asked this. We do it daily, so I marvel at the fact people think it’s different online. Sure there’s a layer of technology in the mix, but it’s still about people getting to know people. Remember the old maxim, people buy from people they like and trust.

SMM simply enables (or should I say empowers) you to do this more effectively.

Why Most Brands Fail on Social Networks

A new report from JupiterResearch sheds light on what many online marketers suspected for quite some time. Most brands are failing to make impact on social networks…

Naughton’s Law states: “We invariably over-estimate the short-term implications of new communications technologies, and we grievously underestimate their long term impacts.” Every brand should be online in the best way, know its consumers, and maximize the benefit of its online offering to those consumers.

Here are some startling facts from the report:

Startling Facts:

(*) The average branded social networking page has only 6,494 friends.
(*) Many advertisers are still building branded social networking pages that broadcast content rather than inviting users to interact.
(*) “Most advertisers simply don’t know how to market properly within social networks.” – JupiterResearch

- New Research Suggests:

(*) You should promote your SM pages with paid adverts rather than relying on viral marketing to get the message out. Building viral buzz is harder than you think.
(*) You need to engage users on the page. Even simple forms of engagement, such as contests, on average doubled the number of friends acquired by each branded page.
(*) You must also appeal to social networkers’ love of multimedia to get noticed. Social Networkers are twice as likely to visit a branded page focused on media content than a branded page focused on products.

How does the non-writer do this type of marketing?

It really shouldn’t pose a problem. The ‘Net is vast and there’s room for each of us to be AUTHENTIC. Even behind the shield of a computer many of us seem able to sense a scoundrel or someone “putting on airs”.

If you can email you can do SM. If you can talk you can SM. If you have a pulse… you get the idea.

Do the Social Media Marketing sites have fees to pay?

Typically NO. I advise you to initially avoid any sites that ask for payment until you know precisely what you are paying for. There are some good fee based sites out there, but the good ones also offer a free version too – start there if you wish. Let the results determine the level of investment you are prepared to make.

Are there some sites that you would recommend for business people?

LinkedIn.com
eCademy.com
SelfGrowth.com
Ning.com – ‘create your own’ Social Media website.

Will I have to spend hours a day keeping in touch with all of the people who write to me?

You will need to invest time and energy in your online marketing. Whether it’s YOU that does this or one of your staff is entirely up to you. But you cannot expect a “set and forget” solution to something that is inherently human.

How can I protect myself from “weirdoes?”

Be careful. Don’t give away sensitive or private information online. You will always be exposed to some degree to odd people. I get some very odd emails and propositions, however you need to remember this is business, and although you are using “personal skills” to network online, never forget that.

How can I come across as a professional on these sites, and is it possible to do “real” business this way?

Yes. Publish a professional PROFILE. Show you are a professional and act accordingly and you will be perceived as such. Include family photos of you dressed as a clown at your kids birthday party at your own peril. Remember, online your “goofs” are eternal and will haunt you forever. Online reputation is area you need to tread carefully within. It’s a bit off topic, but that’s why I tell teenagers that they should be very careful about the pictures and posts they put on these social websites. Because in a few years the recruiters will be Googling them and this will be part of their “resume” and frankly it can be a career killer before it even starts.

Why do some people seem to get good results and others just get discouraged?

As with all things in life some people quit too early. Social Media Marketing and Social Networking takes time. It’s like any relationship you develop with another human, rushing to the finish just gets you slapped… Metaphorically and literally too!

Also, success online isn’t about one big thing, it’s about a cluster of little things done consistently with focus and commitment. The strongest trees take the longest to grow. Online things happen a lot faster, but still there is a time commitment, think 6 to 12 months and you’ll be thinking along the right lines.

Is there a “fast start” strategy once I sign up for a Social media marketing site?

There is. Create a professional profile. Publish some content establishing you as an expert in your field. The ‘readers’ will approve and so will the search engines. Explore the active or “hot zones” within the SM site, pay attention to the type of communication and then dive in. Give first. Build kudos and credit before you try asking for anything.

To keep up, use technology to “feed” your SM presence from your other sites like your blog or website. I use technology to syndicate and publish my content to all my SM sites with the push of one button. It makes connecting and staying up to date a breeze.

Remember to invite your friends to join you. Add a promotional button on your “other” sites – for instance if you decide to join Twitter, you can put a “Follow Me” link on your website. Connect, Communicate and Commit. Now ‘rinse and repeat.’

“Own your own platform – don’t rely on Facebook being in business in a year.”

I recently watched a webinar hosted by Maddock Douglas on social media strategy, and the above quote in the presentation made me think about the place that social media has within overall business strategy.  I’m relatively new to social media marketing myself, but the above quote reminds me of an article I read (Porter, Michael E., “Strategy and the Internet”, pp 62-78, March 2001, Harvard Business Review) about the role of the internet in business strategy in the mid to late 1990s.  I’ll spare you the experience of reading it by providing a very brief and general summary.  I hope you keep reading my short article; I’m interested in your thoughts.

The internet ushered in a new way of conducting business.  Relationships between buyers and suppliers (B2B) were solidified due to the proprietary nature of e-commerce platforms and database management systems.  They were solidified because of the high switching costs inherent in the technology.  As such it was often predicted at the time that the internet would contribute to sources of competitive advantage, the key component of business strategy.  This did not happen.  As internet applications evolved along with internet technology, and implementation as well as hardware costs dropped significantly, it was quickly seen that internet technology would greatly facilitate business processes and transactions, but not result in competitive advantage for any particular firm or sector, simply because everyone now has access to it, and acquisition and switching costs are often not significant.  In fact, the internet increased competition because it allowed buyers, whether business or consumer, to access information that was previously unavailable to them (competitors, 3rd party reviews, videos, and more), and quickly.  In short, the internet made buyers more savvy.

From a company’s perspective, having access to the internet, as well as a website is seen as a necessity in today’s business environment, as opposed to a competitive advantage, as some predicted a decade and a half ago.  This finally brings me back to social media’s place in business strategy.

Adoption of social media platforms is still not ubiquitous.  This is simply because the concept is still relatively new, and popular in only some industries.  In fact, social media use is also regionalized.  By that I mean that some countries have adopted it much more than others, even though they have considerable access to the internet (something to keep in mind when considering your target market while designing your social media strategy).  And for those reasons there are many companies specializing in social media-related services, and more are coming because it’s still a developing industry, just like the dot-coms were in the late 1990s.  The difference is that the internet was thought to revolutionize the way business is done in general, and many dot-com companies abandoned the fundamentals of business strategy.  Very simplistically, this is in part why the dot-com bubble burst early this decade.  Not that the circumstances will be repeated, but nevertheless a lesson that today’s social media marketers and service providers should keep in mind when strategically planning ahead.  But I’m going off topic.

As industries, companies, and countries adapt and embrace social media, it may also become a necessity, just like the internet did, and not a competitive advantage.  This is already happening.  I can’t count the number of times I’ve heard someone say that if you don’t use social media in your business you’ll be left behind.  So guess what I did.  I started using social media.  You’re looking at it right now.  Adoption of social media is becoming a necessity rather than a differentiating factor in an already competitive business environment.

Internet based technologies develop and evolve quickly.  Some become business critical, such as customer relationship management (CRM) systems (eg. Salesforce.com), and communication tools (email).  I believe that social media (marketing) is not far from becoming critical to business.  All these technologies have something in common: The rate at which they evolve from tools of differentiation to those of necessity in order to compete on level ground.  Business corporate strategy, on the other hand, does not change at this pace.  Much like other internet applications, social media is a tool and should be part of a business strategy, but alone it is insufficient to be the business strategy.  To be successful, a company’s social media strategy should reflect its foundation, which is the corporate or business strategy.

To me, the quote at the beginning mirrors the rapidly changing nature of technological tools, and the need to ground them in solid business strategy.

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deminghill.com Social Media, could it be the biggest game changer for your business or company you have ever seen? Sources www.deminghill.com

htttp://www.RachelHaviland.com Perry Belcher gives a great introduction to Social Media Marketing and the philosophy behind using Social Media to market your business. Grab a pen and take notes! Let me know what you think by posting a comment below! Learn more about how to promote your business using Social Media at www.RachelHaviland.com

www.lewishowes.com Shama Kabani wrote a great book where she talks about the mindset of using social media marketing for your business. Check out my video review and go to http to learn more.

When most people get into using social media marketing for their business, they do some solid promotion up front, but then forget to keep the promotion ongoing. Here are some tips for keeping people aware of your social media efforts. Learn more about social media marketing from Kutenda at Kutenda.com.