Monday, April 18, 2011

Follow Me! Follow Me! Please, Follow Me...

We all want followers.  After all, the value of our social currency is often based on the "likes," fans, or followers we have.  The perception is, the more we have, the more we're worth.  I believe that's a false perception and I've already written about the concept that influence is far more than the raw number of followers that you have.

What is the point of having 50,000 followers on Twitter or Facebook when your business may actually rely on 10,000 unique customers, or fewer, during a year's time that keep you operating?

I've watched as businesses launched social media campaigns by attempting to build large followings right from the start.  They woo followers by offering to enter them into drawings for iPads, Visa gift cards, and other high value prizes if they will just follow them.  I've seen these businesses go from 0 to 3,000, 5,000, or 10,000 followers in a matter of days or weeks by offering these kinds of enticements.

But, I've also watched these businesses lose hundreds or even thousands of followers shortly thereafter.

Why?

An iPad is a hot commodity.  People want one.  Doing nothing more than clicking a "like" or "follow" button for a chance to win one is a minimal commitment with a low investment for the possibility of a high payoff. A business can gain a lot of fans by taking this approach.

But, who are those followers?  Are they customers of the business?  If they aren't already a customer, will they become a customer?  Do they want, need or use your product or service?

Odds are, many of these new followers don't care about the business, your product or your services.  Which means, they have no compelling reason to continue following you once the iPad has been given away.  Many will "unlike" or "unfollow" you.  Others may not bother to take the time to do that- they'll just ignore your updates.  You may have given that iPad to someone who took it and ran and will never return.  And, how many followers will they have gained that are interested in their business beyond the giveaway?

Having 500 dedicated, engaged followers is far more valuable than having 5,000 followers who are only there for the prizes.

So, how can you build a dedicated engaged following?

First, you can jumpstart the process with prizes for following, but realize that building a truly dedicated following, true fans, takes time and effort and more than just gimmicks and giveaways.  Be reasonable.  Prizes don't have to be expensive.  Give away a product or service you sell.  If you sell clothing, have a drawing for a t-shirt, or if you operate a heating and cooling service, give away a free duct cleaning.  A $10 gift card to your store will not attract 10,000 followers, but it will attract people more likely to be your customers than a $500 Visa gift card.  Focus on things that would be of interest to customers and potential customers.

Next, focus on current customers.  Do you send out a physical or email newsletter?  Postcards?  Coupons?  Do you have a website?  Attach social media links and logos to all these marketing efforts.   Can you program your cash register to print the social media info on your receipts?  If you have a retail store, inform your current customers throughout the store you are on Facebook, Twitter, etc.  Build with what you have, not what you wish you had.

Finally, offer value in your social media output.  Give information, share knowledge, and be a resource.  Be a place where your customers can find valuable, unique, or entertaining information that relates directly or indirectly to the products or services you sell.  Being a resource, rather than constantly advertise will draw people into your conversations and raise their awareness of your business when they need what you provide.  Social media is high tech word of mouth and your current customers can be your best asset in gaining new customers.

Followers are vital to your social media engagement efforts, but the right followers are critical to turning that effort into return on investment.

Monday, April 11, 2011

Make Time for Social Media Engagement- Even If You Don't Have Time

Recently, I was giving a presentation on social media engagement to a business association in Albuquerque, New Mexico when, during the question and answer portion of the session, someone asked the question:

"I'm a small store with just two or three employees, including myself.  We have a lot to do.  How do I find the time to make a social media strategy work for my store?"

I first gave her the short, simple answer:  "You make time."

Then came the more detailed explanation of how to make something that sounds so simple, yet in reality appears so difficult, work for any business, regardless of size and demands on time.

Regardless of whether your business is comprised of one person or one thousand, finding additional time, money, and people to carry out new plans and initiatives is difficult.  But, what if adding a social media engagement component to your business plan could yield new customers and increased sales to established fans?  You would make the time!  But how?

First, social media should be seen as a component of, not a substitute for, a replacement of, or an addition to your marketing and business plans.  Whenever you, your marketing director or group sits down to consider the marketing plans for the next quarter, six months or year, you should be asking yourself, "What should we be doing to incorporate our social media strategy into this sale, event, or promotion."  If you are leaving social media out of these discussions, you are creating more work for yourself or your team later on.  Even worse, your social media engagement strategy looks to be an afterthought to those who follow you.  That haphazard approach will cause you to lose followers and fans.

Second, once you have incorporated social media into your marketing plan, create a schedule to track how and where you are going to engage your followers and fans.  How many times a day are you going to post or tweet?  What are you going to say?  How often are you going to repeat important information?  Does this promotion require a blog post to be written?  When will you post it?  Create a calendar that schedules each tweet and post and follow it religiously.  If you plan in advance, you will save time that would otherwise be spent trying to come up with something on the fly.  Plus, being consistent will keep your followers and fans engaged.

Remember, social media engagement encourages a conversation with followers and fans, not just advertisements and sales pitches.  These conversation starters should be a part of this schedule, with the idea that you need to be sharing information and knowledge as well as asking your customers for feedback on how your product or services can improve.

Third, keep on top of questions, comments and complaints that come via your social media sites.  This can be relatively easy, without having to sit in front of your computer, monitoring each site 24 hours a day.  Facebook and blogs can be set up to notify you via an email when someone posts on your wall responds to a post you made.  You can receive a text message when when someone "mentions" you on Twitter.  Use the notification tools that are provided by social media sites to save yourself time.

Fourth, don't feel obligated to engage in every conversation, answer every question, or respond to every comment.  Often, the same question may be asked by several different people- you only need answer once.  Schedule 5 minutes or so a few times during the day to respond to comments and group your response to several comments into one post.  These can be the same times of the day you have scheduled to make posts based on your social media engagement schedule.

Fifth, always respond to complaints as quickly as you possibly can.  Don't let complaints hang out there prompting ongoing conversations and more complaints.  When a complaint comes through, act on it just like you would with a customer who is there in front of you- immediately.

By considering social media a part of your normal operating and marketing procedures and inserting engagement into your plans and daily routine, scheduling ahead of time, you'll find that you will have time to both engage with followers and fans and carry out daily tasks while appearing to your online audience as being consistently and constantly engaged.

Tuesday, April 5, 2011

I Hate "Social Media Marketing" and You Should Too

I have come to hate the term,"social media marketing."  It has become a loaded term that implies an improper usage that can be detrimental to businesses who attempt to use social media to advertise any and every thing to their customers.  While social media can be a powerful part of a business' outreach and marketing effort to its customers, thinking of it as simply another advertising outlet leads many businesses to establish accounts with Facebook, Twitter and other sites and use them no differently than email, newspapers, radio or television advertising.  If the only thing a business does is post ads in their social media streams, they have failed to realize the true power of the medium and are destined to fail in their social media efforts, and will eventually come to see it as a waste of time, money and resources.

Individuals are bombarded daily with ads- on television, radio, the internet, newspapers, magazines, billboards, etc..  It is far easier to opt out of ads within social media streams than anywhere else.  They can stop following you if they see you as an "advertiser."  Once they stop following your business, it is nearly impossible to get them to follow you again.

There is only one place and time that I know of where people want to see advertisements- the Super Bowl.  Those ads are creative, exciting and fun.  I've watched as people will sit through the ads and then go get food or take bathroom breaks during the game.  Some of the most creative Super Bowl ads are beer ads.  Who can forget the Budweiser frogs?

Well, social media is not the Super Bowl and you are not Budweiser.  People don't anticipate seeing your ad in their social media streams.  They don't want marketing.  They want conversations.

As I have given social media presentations to businesses and business associations around the country, then subsequently watched what they do online, I have come to the conclusion that we need to rebrand the term "social media marketing."  I prefer the phrase "social media engagement."  This more clearly defines the way in which businesses should be using social media- as a way to reach out to, and engage with, customers and potential customers.

This doesn't mean that social media can't be used to advertise a sale, feature a product, or offer a service.  It means that a business should first be listening to what their customers are saying, sharing information and knowledge with them, and engaging their customers in a conversation.  This kind of interaction naturally leads to conversations about products and services.  As customers are more engaged with a business through conversation, they will be more receptive to advertising and marketing messages.

The most important word in social media is "social."  Be social.  Be engaging.  You will find more interested followers and fans, and ultimately, a greater payoff in your marketing efforts.