how to effectively market your personal brand and business on twitter
DESCRIPTION
Marketing tips for using Twitter to effectively promote your personal and business brand.TRANSCRIPT
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How to Effectively Market Your Personal Brand and Business on Twitter
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INTRODUCTION
Many small business owners as well as Fortune 500
executives are still trying to figure out Twitter. The service
has matured quickly in a short period of time and has
established itself as part of worldwide conversation. A
Google search on Twitter generates billions of hits and
its something we hear and see mentioned in all types
of media every day. Still, is Twitter just a gimmick? Why
should small business owners or professional marketers
learn about Twitter?
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TABLE OF CONTENTS
Why you should care about Twitter ...........................................5
Building a Social-Ready Organization .......................................6
Developing Your Twitter Strategy ............................................10
Getting Started .....................................................................12
Processes that will Support Your Twitter Strategy .....................14
Ongoing Platform Education Will be Necessary .......................21
Technology Supporting Your Twitter Strategy ...........................25
The CMOs Twitter Toolkit .......................................................27
FAQ about my Twitter Strategy ...............................................31
Case Studies ........................................................................39
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WHY YOU SHOULD CARE ABOUT TWITTER
One important reason to care is because Twitter with its almost ubiquitous accessibility through
the net, smart phones, tablet computers, and now even via your car, can be considered an instant
communication tool that is on 24/7 from anywhere you happen to be. Also, theres good reason
tweets are limited to 140 characters - the microblogging social network was developed specifically
with mobile in mind and 140 characters is the size limit for a text message. That means its perfect
for reaching the on-the-go consumer. As smartphones continue to grow in popularity, social
networking services such as Twitter will get more and more traffic from mobile use, and many
marketers wouldnt be surprised to see mobile access overtake other methods of access at some
point in the future.
Another important reason to care about Twitter is that it has become a standard media outlet
channel for both local and global audiences. While it took Twitter three years, two months and one
week to reach the first billion tweets; there are now more than one billion tweets sent per week.
Without a doubt, Twitter has become a prolific channel for sharing links to interesting articles, blog
posts, photographs, and anything else you might find online.
In order to take advantage of these platform features and effectively promote your personal and
corporate brands on Twitter you may need to examine your marketing mindset. If your mindset is
typically focused on one way communications and is most comfortable in the traditional media
world of mass marketing then youll need to prepare for drastic change because the best use of
Twitter is not as a direct marketing or push marketing platform. While a certain degree of self-
promotion for business is expected on Twitter, flat-out and repeated posts only about yourself
and what you are selling will most likely result in your followers abandoning you. When leveraged
correctly though, Twitter is a fun platform to use to connect, engage and build credibility and trust
with your digital audience.
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BUILDING A SOCIAL-READY ORGANIZATION
Are you friending, linking, tweeting and blogging? Social media is driving a wave of human
interaction around the world. My @AlanSee twitter profile currently references over 21K tweets and
more than 75K followers. Those are fairly low numbers when compared to many avid twitter users;
although high enough to place me on the Forbes List of Most Influential CMOs on Social Media.
But what does it all mean? Do social media
sites encourage people and brands to
concentrate on their number of connections
rather than build actual relationships? Is
social media best used by individuals, or will
it really change the way organizations engage
their customers? What about the ROI? Is the
return on relationships something that can, or
even should, be measured? Some marketers
are still eager to list the reasons why they
dont believe in Twitter or any other social
media platforms:
Its for self-promoters or the unemployed.
Its for teenagers.
Its just over-sharing too much trivial babble.
It doesnt directly drive sales leads.
I cant control the marketing message.
There is no measurable ROI.
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While all those may be true in isolated cases, youre not doing your organization any favors by
dismissing the game changing power behind the new social media applications. Social media is
driving a wave of human interaction around the world and its use in the workplace has become an
important topic of discussion among companies. No one questions the rapid growth of social media
and its potential impact on the customer experience, but many organizations still struggle with
allowing employees to engage on social platforms due to risk and regulatory compliance concerns.
The customer experience includes all touch points people have from the moment they are aware of
a need until they have fulfilled that need. Social media has the potential to influence the customer
experience when employees are able to initiate conversations on social platforms and begin
building trust-based relationships throughout the customer lifecycle.
So whats the problem? Just empower your employees to use social media, and then sit back
and wait for customer loyalty and revenue to soar. It would be great if it were that simple. But,
to make the social-ready transformation most organizations will need to adopt a new mindset.
Transformations involve strategy, technology and processes and a social media transformation is no
different in that respect.
StrategyDoes your company have policies and procedures regarding social media, blogging or posting
information on the Internet? If so, when was the last time it was updated? Social media is
constantly changing, so social media policies need to be reviewed every few months. Do you have
a formal social media marketing strategy? Does your social media marketing strategy integrate
and support your strategic marketing plan? How well does your social media strategy support your
corporate goals and objectives? Do I still need to ask you more consulting questions?! Lets be
honest, many of your employees have smart phones which means they are already using social
media while theyre at work. That means if you block corporate access to these sites, youre
eliminating a direct engagement link to your customers. If you have the right strategy in place
engaging employees in social media marketing provides an excellent opportunity to reach your
customers and build your brand.
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ProcessesDo you have the processes in place to support your social media goals and objectives? To foster a
social-ready mindset, organizations that are performing well have the following processes:
Leadership from the front office. They are identifying company executives who are already doing
a good job on social media and highlighting their activity. They use their success with social
media as leverage to get others in the company involved.
Setting realistic expectations. They are recruiting interested employees, but still recognize that
not every employee will want to participate.
Employee profiles are their own. They respect the fact that employees online activities are
a self-expression. At the same time they realize that employees who choose to identify
themselves as a member of the company may be viewed as a spokesperson for their brand. To
mitigate risk, they take steps like providing disclaimer statements on Twitter headers such as
Opinions expressed here are my own.
TechnologyDo you have the technology to support your social media goals and objectives? There may be
mandated compliance restrictions that are unique to your industry. Technology, in the form of
social content distribution platforms, also called social employee advocacy software, can help
solve that problem. These platforms house a content library where users have access to a full
inventory of posts that have already been preapproved by the company. An automated corporate
approval review process within the online portal can also be in place to ensure compliance of field
generated content.
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SOCIAL-READY MARKETINGSTRATEGY
PROCESSESTECHNOLOGY
CEO:I hear about social media all the time now; but does Wall Street reallycare if we getsocial? Whats our competition doing?
HR: Are we goingto allow allemployees access? If so, whatabout productivity?
Sales:Are we using this to generateleads or is it aboutcustomer service?If its about leads,will the quality be any good?
CIO:What about network security? By the way, we cant allow everyone to be down- loading all these untested desktop social apps.
CFO:Are we talking about decreasingexpenses orincreasingrevenues with thisstrategy?
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DEVELOPING YOUR TWITTER STRATEGY
Executive level support and involvement is critical.
The right Twitter goals for you are going to be heavily dependent upon your business goals and
objectives. And lets face it; most goals are put in place in order to solve problems. So, what
problems are you trying to solve? Drive more traffic to your website, increase brand awareness, and
improve your customer experience? Who will be in charge of developing, managing, and monitoring
your Twitter activity? When blueprinting a Twitter strategy often enthusiasm and support derail when
examining the resources and commitment to keep a vibrant profile in place. A word of caution; this
is not an initiative to turn over to your marketing intern. Publishing content is a complex process
and Twitter is a major communication channel that merits executive level attention. In fact, social
media in general calls for every Chief Marketing Officer to focus on this new media. Just consider a
C-Suite conversation on the topic (PAGE 9).
As you can see, social media requires the attention and support of the entire executive team. Its
because social media is much more than a new approach to marketing; its something that cuts
across the entire enterprise.
In that kind of situation, what youre ultimately looking for is seamless interaction between Strategy,
Technology and Processes across all the functional areas. The following check list will help you get
started with your Twitter strategy.
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The primary goals of our Twitter strategy are:o [Goal 1]o [Goal 2]o [Goal 3]
Twitter Champion:o [Owner]o [Team Members]
What is the main role of your account?o Relationship Buildingo Customer Serviceo Special Offers or Direct Saleso CSR or Innovation Informationo Staff Engagement or Recruitmento Influencer & Media Engagemento News (not just press releases)o Crisis Managemento Specific Evento Specific Campaign Promotiono One Time Competitiono Other:
What tone of voice will your corporate Twitter account speak in?
Who is the target audience for your Twitter account?o Customers / Consumerso Journalists / Mediao Bloggerso Industry Influencers & Trade
Bodieso Competitorso Celebritieso Staff / Potential Recruitso Other:
What is your follower strategy? How will you attract followers?o Provide valuable content to
attract followerso Earned mediao Leverage owned media (URL on
profile, etc.)o Integrate paid media
(advertising, etc.) campaignso Leverage technology such as
TweetAdder
What is your following strategy?o Follow everyone that follows uso Follow only relevant users that
follow uso Proactively follow relevant userso Do not follow anyone
What tools will the team use to monitor the account? Have these tools been vetted with IT organization?o Free Tools (manual):o Software Platforms:o Other:
What other platforms will be linked to your Twitter account?o Blogo Another Twitter or microblog
accounto Facebook, other social
networking siteo Flickr, other visual content siteo YouTube, Vimeo, other video siteo LinkedIn, other business
networking siteo Location-based apps
(Foursquare/Gowalla)o Owned media (brand website,
et al)o Other:
Success metrics:o Follower counto Influence of followerso ReTweets and sentimento @ Replies and sentimento @ Mentions and sentimento Inclusion in Follow Friday listso Number of times Listedo Traffic to the website linked in
the Bioo Traffic to links in tweetso Ideas and insights gained from
followerso Positive mentions outside of
Twittero Direct Saleso Other Business Results:o Other:
Twitter Strategy Checklist:
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GETTING STARTED:
How Is Your Twitter Curb Appeal?
You never get a second chance to make a good first impression.
Think about what first attracted you to your home. Your initial impression as you pulled up and
viewed the unique landscape and exterior architecture. Realtors call it curb appeal. First
impressions are important, as we all remember this warning: You never get a second chance to make a good first impression. In fact, psychologists, writers, and seminar leaders caution that we only have from seven to seventeen seconds of interacting with strangers before they form
an opinion of us. With so much at stake have you considered your Twitter curb appeal? What Im
talking about are the elements of your profile page that can be personalized in a way to make your
personal brand quickly stand out. Yes, your Twitter profile is an extension of your personal brand.
For that reason you should make sure your profile supports your personal branding goals and
objectives. Here are five areas you should focus on:
1. Profile picture. Pick something that fits the personal brand you want to project. In short, if you want people to take you seriously, dont use an unprofessional picture. Also, consider how you may
want to extend your personal brand across other social media platforms. In my case, I want to show
a certain level of brand consistency across platforms so I use the same profile picture for Twitter,
Google+ and LinkedIn.
2. Bio information. Twitter only gives you 160 characters in this space so think about your personal elevator pitch. Say what you need to say, but dont be afraid to let some of your personality
show through. In addition, think about key word searches that might be run on the bio section
through applications like Tweet Adder or Refollow to make sure your profile would surface.
Remember to take it easy on the hashtags though. #Hashtags #are #useful #but #when #every
#word #is #hash-tagged #it #gets #kind #of #annoying.
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3. Web site URL. Think about where you would want to redirect viewers for additional information. I use LinkedIn because it is recognized by most business professionals. I would not recommend
using a URL shortener for this space. Your potential followers may not feel comfortable clicking on
a link they dont recognize, and at this point you dont want to do anything that would discourage
engagement.
4. Location. Some people feel uncomfortable disclosing their location. I believe the risk is worth the reward and that youll increase your chances of being found during relevant searches if you
display both your city and state. Again, key applications like Tweet Adder and Refollow can leverage
location information.
5. Header. If you are looking to make your personal brand stand out, I recommend you customize the header picture.
There are no mulligans or do-overs when it comes to first impressions; so take the time to
personalize your profile. The extra effort shows your followers that youre serious about your
personal brand, and that encourages them to take you seriously, too.
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PROCESSES THAT WILL SUPPORT YOUR TWITTER STRATEGY
Think like a publisher.
Before you can contribute to Twitter in a compelling way, you must have something worthy to say
something relevant to share with your audience. For that reason your organization needs to think
more like a publisher and develop a process for creating content. This is where it is also important
to assign a Twitter community manager because if the entire company is responsible for your
corporate Twitter content then nobody is really responsible. The following are content artifacts and
how to distribute them.
TACTIC HOW TO SHARE IT
Article Post on your website. Create a registration process to capture leads.
Tweet with a link to the article. Use Bit.ly in order to track activity.
Also post on Facebook (FB) and LinkedIn that your article is available.
Blog Tweet and link to your post.
Also post a link to your blog entry on Facebook and LinkedIn.
Case Study Post your case study collection on your website. Create a registration process to capture leads.
Reference case studies in articles and blogs and link to them.
Tweet with a link to the case study.
eNewsletter Use Twitter to inform your audience that a new issue has been released.
Also release on Facebook and LinkedIn.
Webinar Promote your webinar on Twitter by telling the audience what theyll learn and the key takeaways youve got planned for them.
White Paper Use Twitter, FB, and LinkedIn to announce its availability. Create a registration process in order to capture the lead.
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What else should I tweet? How can I tweet information related to myself or company without
sounding like broadcast advertising? The following will help.
Quotes get attention. Quotes with pictures do even better. Also, remember, when someone RTs
you, or favorites your tweet, that suggests your content resonates with their feelings. Take a look at
the Henry Ford quote outlined in red (on page 18). 50+ retweets and favorited 7 times. That tweet
definitely influenced a lot of people.
Now, ask yourself, where can I source quotes related to my organizations activities? Also, dont be
afraid to create some of your own.
Examples
8 RTs and 8 Favs Leverage famous business authors
9 RTs and 3 Favs The authors dont have to be known for business
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6 RTs and 4 Favs Content quotes with pictures
8 RTs and 6 Favs Content quotes with pictures
9 RTs and 3 Favs A soundbite plus a cool infograph will also drive traffic to your LinkedIn post
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Have some fun - The content or comment can be funny too!
Dont forget to credit your sources if the content is not original
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A TIME-SAVING TIP:
Dont be afraid to recycle your successful tweets. Case in point:
I used the Henry Ford quote in December and then again in January. Remember, over time you
are collecting new followers and they havent seen some of your older posts. Also, many of your
followers may not have been logged into Twitter at the time you sent your original tweet so that
potential audience never saw your communication in the first place.
Recycling tweets is OK as long as you let some time pass.
Quotes
Interesting quotes can be used again...favorite your successful ones and recycle them.
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People love lists. And lists that contain interesting factoids generally do well.
This particular content has created a great deal of exposure over time. Youll notice that Im
mentioned on the list, and the potential to drive traffic back to both my LinkedIn and Twitter profiles.
Lets review the benefits with this particular tweet:
Retweet and Favorite
Opportunity to drive traffic to my LinkedIn profile
Opportunity to drive traffic to my Twitter profile
Use of the #MarketerMonday hashtag means that it will surface in targeted search results
Thats a 4-for-1 special without having to blaringly hawk my corporate or personal brand. In
summary look for helpful and interesting lists and tweet them to your followers.
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ONGOING PLATFORM EDUCATION WILL BE NECESSARY
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Your employees are ambassadors for your brand and you dont want to keep them in a social vacuum. As you take steps to use social media to help improve your customer experience, youre going
to need a process in place to educate and train your workforce. In addition, there are scores of
applications and platforms related to the Twitter ecosystem and you just cant learn them all in
a one-hour training session. Even if you could, not all applications will make it in the long run
due to business model and/or funding issues. So, get ready to learn, unlearn and learn again as
the Twitter interface evolves and various support applications come and go. In general, I like to
evaluate these applications and platforms based on efficiency and effectiveness; but first lets
start with a general Twitter training outline you might consider:
Twitter Basics Getting Started with Twitter http://bit.ly/ceuKuq
The Twitter Glossary http://bit.ly/bclIoU
Signing Up With Twitter http://bit.ly/8ZXCDk
New User FAQs http://bit.ly/9KSzlM
Using Twitter Profile & Account Settings
Customizing Your Profile http://bit.ly/dnz9nB
Customizing Your Design http://bit.ly/aszLcS
Recovering a Lost or Forgotten Password http://bit.ly/a6DM9q
Updating Your Email Preferences http://bit.ly/g3lMkF
Changing Your Username http://bit.ly/bm3vru
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Deactivating Your Account http://bit.ly/bJqmcL
Reactivating Your Account http://bit.ly/bGXRd5
Changing Your Language Settings http://bit.ly/bSKE1m
About Public and Protected Tweets http://bit.ly/dy7M4O
Im Having Trouble Confirming My Email http://bit.ly/i2Zf8H
Finding & Following People on Twitter
Twitter Limits (API, Updates, and Following) http://bit.ly/gU62Ra
Twitters Suggestions for Who to Follow http://bit.ly/fT6Vbc
Following People on Twitter http://bit.ly/9Y3dIu
FAQs About Following http://bit.ly/cyGAzB
Unfollowing People on Twitter http://bit.ly/bKm8YO
Blocking Users on Twitter http://bit.ly/cS69vH
Finding Popular Accounts on Twitter http://bit.ly/hXUBNP
Finding People on Twitter http://bit.ly/c2kpYo
Finding Friends Using an Email Address Book http://bit.ly/9icLqc
Following Rules and Best Practices http://bit.ly/aLXZNn
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Using Tweets & Messages
Whats a Twitter Timeline? http://bit.ly/d4Arti
Posting Links in a Tweet http://bit.ly/aeuT80
Posting or Deleting Direct Messages http://bit.ly/9dZ9AG
What are @Replies and Mentions? http://bit.ly/cexXLk
FAQ About Top Search Results http://bit.ly/bOdegk
Deleting a Tweet http://bit.ly/9Eef80
Adding Your Location to a Tweet http://bit.ly/gvR8yt
Using Hashtags on Twitter http://bit.ly/c300dg
Performing Twitter Search
Using Twitter Search http://bit.ly/hVnCAo
Saving Searches http://bit.ly/doTUMS
Using Advanced Search http://bit.ly/dzqLIC
Using Twitter Features
About Twitters Link Service http://bit.ly/agIrsU
FAQ About Trends on Twitter http://bit.ly/9m91TA
Using Twitter Lists http://bit.ly/9Ve8MU
FAQ About Verified Accounts http://bit.ly/cnyKdo
FAQ About the Tweet Location Feature http://bit.ly/h1Oj3u
What are Promoted Tweets? http://bit.ly/igNlXV
What are Promoted Trends? http://bit.ly/e40HLn
What are Promoted Accounts? http://bit.ly/gazRuX
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Linking Twitter to Your Blog or Website
Adding the Tweet Button to Your Website http://bit.ly/hSIEIj
Linking to an Individual Tweet http://bit.ly/bAKR4n
Using Twitter With Facebook http://bit.ly/9M2Q92
Adding Twitter Buttons to Your Website http://bit.ly/aiPWFg
Understanding Twitter Online Safety & Privacy
Fake Twitter Emails http://bit.ly/d6WPxe
About Public and Protected Tweets http://bit.ly/akTzPl
Safe Tweeting: The Basics http://bit.ly/9dMvff
Connecting or Revoking Third-Party Applications http://bit.ly/fDhR0z
Following Twitter Guidelines & Best Practices
Rules and Best Practices http://bit.ly/cI0Hxr
Reporting Spam on Twitter http://bit.ly/8XI6Cz
Guidelines for Contests on Twitter http://bit.ly/a89Ti6
Automation Rules and Best Practices http://bit.ly/9xGLI3
The Twitter Rules http://bit.ly/bs0E7P
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Applications cross functional areas, and that means you will need the CMO, CIO and CFO to work together.What social platforms are necessary to bring your social media strategy to life? There are still
many companies that block sites like Twitter and Facebook. Are you prepared to tackle those
issues?
What desktop applications will need to be acquired in order to bring your social media policies
and procedures into compliance? I use TweetDeck for one element of compliance. But I also
use a combination of applications to help with my brand acceleration strategies. The process of
acquiring, loading and updating applications may not be a big deal for a small business because a
small business owner generally wears all the leadership hats. But in a large organization it can be
one of those major stress situations!
TECHNOLOGY SUPPORTING YOUR TWITTER STRATEGY
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How will you handle exceptions related to Strategy, Technology and Process requests? What
happens when the CMO and CIO need to agree to disagree? How will Marketing and IT find a way
to compromise with an acceptable level of risk for both executives?
Finally; dont overlook the traditional link between Sales and Marketing. Conversations between
customers, prospects and partners are in play in many of the social channels. So, you want to
make sure those conversations are coordinated in relation to your sales process.
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Efficiency and Effectiveness: Applications and platforms that help get the greatest impact out of Twitter.These lists are not exhaustive and there are differences between the applications. Some are free,
while others offer a paid version. Your personal preferences, budget, and work environment will
influence your choice. Keep in mind that Twitter tools and other social media applications come
and go all the time. That means at some point you might have to start completely over with your
evaluation process.
Dashboards
These tools act as a single point of contact for your Twitter activities, as well as other forms of
social media.
HootSuite https://hootsuite.com
MarketMeSuite https://marketmesuite.com/
TweetDeck https://tweetdeck.twitter.com/
SproutSocial http://sproutsocial.com/
Commun.it http://commun.it/
Socialflow http://www.socialflow.com/
Sendible http://sendible.com/
SocialBro http://www.socialbro.com/
Buffer https://bufferapp.com/
THE CMOS TWITTER TOOLKIT
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Manage Followers
These tools help manage followers as well as who you are following. Many provide additional
functionality as well.
BrandChirp http://brandchirp.com/
FriendOrFollow http://friendorfollow.com/
ManageFlitter http://manageflitter.com/
refollow http://re-follow.com/
Unfollowr http://unfollower.name/
Tweepi http://tweepi.com/
TweetAdder http://tweetadder.com/
TwitterHolic http://twitaholic.com/
Measure Influence
These applications help measure or gauge your social influence. I have no idea how their analytics
really work; but Ill have to admit that I check my Klout and Kred scores quite often.
Klout https://klout.com/home
Kred http://kred.com/
PeerIndex https://piq.peerindex.com/login
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Social Employee Advocacy
These applications help organizations empower employees to support the goals of the brand,
through employee-owned social media. That is, employees use the social media accounts that
they own personally, such as the employees personal Twitter account or Facebook account.
SpeakSocially (via DocuStar)
Hearsay Social
Sprinklr
CommandPost
URL Shorteners
These applications shorten URLs, providing more room for content. Many provide analytics and
tracking functionality.
Bitly https://bitly.com/
Google http://goo.gl/
TinyURL http://tinyurl.com/
Bit.do http://bit.do/
Curating Tweets
These applications help curate material, providing online newspapers and other formats for
sharing content.
Scoop.it http://www.scoop.it/
Paper.li http://paper.li
Storify https://storify.com/
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Photos and Video
These applications help you share photos and video on Twitter.
Twitpic http://twitpic.com/
Instagram http://instagram.com/
Vine https://vine.co/
Social Media Information Resources
These websites provide helpful social media information.
Social Media Examiner http://www.socialmediaexaminer.com/
Mashable http://mashable.com/
MarketingProfs http://www.marketingprofs.com/
AllThingsD http://bit.ly/AllThingsD
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How do you do it so effectively?Question 1: Why Twitter? Isnt Facebook more important?
ANSWER:
In short, depending on your targeted audience and strategic marketing plan they could both be
important. The main point is that the platforms are not exclusive, as each is often used for a
different purpose.
FAQ ABOUT MY TWITTER STRATEGY
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Question 2: How do I sell social media to our executive management team?
ANSWER:
When Key Executives are Social Media Holdouts...
Most people will agree that practical experience is a good thing. In fact, if youve been around the
block a time or two, the old adage experience is the best teacher is probably anchored in your
mindset. When I reflect on my lessons learned through practical experience, I always find Will
Rogers perspective insightful, but also at times, troublesome:
Why troublesome? After all, at one point
or another we all start out as greenhorns.
And lets face it; there are situations we
occasionally experience that are really
not possible to prepare for. What I find
troublesome is the negative impact on
organizations when key executives continue
to scoff at the lessons offered, or worse,
they refuse to acknowledge they were even
handed an exam.
Are senior executives in your organization
still scoffing at social media? In todays
environment, your customers are testing your
organizations ability to interact with them on
social platforms in the same way you communicate with them through email and over the phone. In
fact, you may have seen the following factoids in recent presentations:
72% of all internet users are now active on social media
18-29 year olds have an 89% usage
The 30-49 bracket sits at 72%
60 percent of 50 to 60 year olds are active on social media
In the 65 plus bracket, 43% are using social media32 cmotemps.biz
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And yet some of your peers are still hesitant, or openly against implementing social media
strategies into your organization. I suspect some are hesitant because they are not personally
using social media, and if the truth were known, theyre still not concerned with learning. Even
so, its time to let go of the notion that social media is just for kids and has no business value. In
short, you dont want the adage you cant teach an old dog new tricks to begin to be associated
with your personal brand. Here are some brief observations to share with your leadership peers
that might motivate them to sign up for a lesson or two.
1. Your words and actions are magnified by your position. Most of your actions will seem more important to your employees than you intend; merely teasing about the use or value of
social media on your part may become dangerously distorted by your workers. Its time for you
to provide executive level support for this high growth engagement channel. Keep this in mind;
its not about you, its about your customers. If your customers want to communicate through
LinkedIn, Twitter and Facebook who are you to stop them?
2. No need to boil the ocean. There are scores of social media related platforms and applications, so dont be afraid to narrow your focus during your initial learning process. Its too
early to declare with authority the platforms that will remain standing, those that will be absorbed,
or the ones that will fade away. For senior executives I would recommend focusing on LinkedIn,
Twitter, Google+ and Facebook, in that order. Sidebar applications that help with efficiency and
effectiveness (for example, TweetDeck or various mobile applications) can wait.
3. You cant learn to swim without getting wet, so jump in. If nothing else, just commit to spending 15-20 minutes per day learning the ins and outs of a single platform. Once you
develop a comfort level, move to the next platform or application. If you have a trusted friend or
colleague who is already social media savvy, consider asking them to breakfast or out for a beer.
Use the opportunity to pick their mind on the platforms they like to use, and how they strategically
leverage those applications. If all else fails, hire someone to help you with your social media
education. Based on my faculty, and consulting background, I kind of like this idea! However, you
may want to start out by making an author happy and simply purchasing one of the many social
media related publications on the market.
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4. The clock is ticking. Weve moved from a time of mass communications to one of masses of communicators; your customers are sharing their experiences through Twitter, Facebook, YouTube
and other platforms at a rate that will continue to accelerate. As a result, social media should
become a part of every organizations risk management and customer engagement strategy. That
means the entire leadership team (CEO, CIO, CFO, CMO, Sales, Legal and HR) will feel the impact.
You know from experience that it always takes more time than expected to secure cross functional
support. So, its time to start building bridges.
Question 3: Should we bring in a social media expert?
ANSWER:
There is a story that is told of Henry Ford about a breakdown in his assembly line that no one on his
staff could fix. As the story goes, his production lines were down for hours; hours turned into days,
and Henry was frustrated. In desperation he called an electrical engineer friend whom he trusted to
come to his plant, diagnose, and repair the problem. His friend promptly arrived and after spending
about ten minutes the Ford lines were up and running. A most grateful Henry Ford thanked him and
told his friend to invoice the Ford Company for the repairs. A few days later Henry Ford received
an invoice from his friend in the amount of $10,000. Flabbergasted, Henry called his friend on the
telephone and protested, You only tinkered
around for ten minutes! Ten-thousand
dollars?! His friend agreed that he would
re-invoice the repairs. A few days later Henry
Ford received a modified invoice:
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Knowing where to Twitter .There is a structured path to becoming an electrical engineer. And based on the outcome of
the story, Henrys friend was either very lucky, or clearly knew what he was doing. The road to
becoming a social media marketing expert isnt as clear. Its possible to work in social media
without a degree or PR certification. In fact, in todays environment, social media specialists are
often the subject line of business jokes. When you have a breakdown in your strategic marketing
plan related to social media who do you call? Do you have an advisor you trust to come in,
diagnose, and repair the problem? If you dont, here are a few questions you might consider
before dialing the phone.
Are my customers, prospects or other constituents on social media? That may sound like a
ridiculous question to ask at this point; but is the juice going to be worth the squeeze? Are you
sure you need social media platforms for your business model? Use this time to reflect on why
you thought you needed social media in the first place. What were youre original business
goals? Have those goals changed?
OK, youve determined that you still need social media. Can you describe the elements of your
social media program that dont seem to be working? Again, that may come across as a silly
question, but are your challenges related to strategy, technology or processes? Yes, you could
just call your agency of record and tell them to fix it. However, the nature of your problem may
have an influence on the qualities and background youd like to see in the social media expert
they deliver.
Does the expert have a reputation in the social media space? Are they practicing what they
preach, and if so, are they any good? Check them out on LinkedIn, Twitter and Klout. Do they
blog? What type of results do you get back when you Google their name? Do they recognize
how your marketing content is leveraged in support of your sales process? In other words, do
they truly understand how you need your social media efforts to integrate and work within your
strategic marketing plan?
Creating an engaging brand in social media is easier said than done. Do you have employees with
the capacity, the desire and the know-how currently managing your social media efforts? If not,
dont bother calling the expert until you fix that problem first.
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Question 4: Should we worry about our employees personal brands?
ANSWER:
Somewhere in America, a business leader is standing in front of an audience prepared to use the
phrase Our most important asset is our people. Do you think they really mean it? What about
other key assets? For example:
Real estate
Rights to natural resources like oil and gas
Cash reserves
Patents
The corporate brand
OK, thats not really a fair question because people are not something thats owned by the
company. Your people do walk out the doors of your business every night though. What would
happen if they didnt come back to work the next day? That could create a big mess, because for
some organizations when you lose people, you lose income. But still, nobody likes to be thought of
as an object of production. So does the phrase people are our competitive advantage set a little
better with you? That one is not so great if you are a not-for profit organization. After all, who are
they competing with? A phrase Im starting to think is now closer to the mark is our people are
our most important source of influence. In fact, some social media tools like Klout and Kred can
provide a very real look at how personal brands compare to corporate brands in the area of social
influence.
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As you can see in the
example at left, four
members of DocuStars
staff have Klout scores
that exceed their corporate
brand. So who gave Klout
all the clout? Thats a good
point and Im not going
to argue whether Klout
is the best measurement
tool when it comes to
measuring social influence.
Why should an organization
care if their employees have
a strong personal brand?
Thats a fair question; but I
think you already know the
answer. In general, people
do business with other
people they know, like, and trust. Think about the combination of those three words for a minute.
Know
Like
Trust
Youre talking about a very credible source packed with influence and value. And Ill take a
building full of employees like that any day of the week.
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Question 5: How do I use Twitter for Event Marketing?
ANSWER:
Twitter can offer limitless value in promoting your event. Here are some Twitter event-marketing
recommendations:
1. For very large events only, create a new Twitter account that you can update all year long.
2. Establish and publicize a hashtag for your event.
3. Create separate Twitter lists of event speakers, sponsors, attendees and local restaurants and
attractions.
4. Use Twitter search to find potential attendees and follow them.
5. Tweet about event-specific information including sessions, speakers, exhibitors, benefits of
attending, etc.
6. Promote your event by running a contest. For example, give away a free or discounted
registration for those that tweet about your event.
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How Twitter Lists Can Help with Reputation ManagementIn November 2009 Twitter launched an interesting feature called Twitter Lists. In short, Twitter Lists
allow you to organize the profiles youre following into groups. The filtering aspect of this feature is
helpful if you are trying to zero in on something specific, such as Twitter users based on location,
employer, or any other relevant categories.
CASE STUDIES
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You can find the Lists under view my profile. If youve been Listed that means youve caught
someones attention. Something in your bio and or the content of your tweets has made an
impression. In the future, your Listor will be able to find you quickly because they filed your profile
under a group they intend to monitor. In other words, your reputation or influence has been noted.
Now, take a close look at how theyve named and described the list that they have placed you in.
That will give you an idea if your content or tweets is projecting the type of persona you desire.
There can be worst things in life than to be called out for Top CMOs on Social, or Business Movers
& Shakers so, in this situation I can be reassured that my social media reputation and influence
is trending in the direction that I would like it to. This process works exactly the same for a
corporate or business reputation.
Why You Should Not Use Automated Direct Messages on Twitter
Imagine two people entering a crowded room. The first person bursts in and announces:
Here I am!
The second person walks in, looks you in the eye and says:
There you are!
Which person feels like they are engaging you at a personal level? Are you starting to feel a degree
of rapport with one of them? My guess is that the second person already has you thinking that
there might be some kind of special connection or shared interest. In fact, youve already forgotten
about the first person. Come on, admit it, you kind of like being the center of someones attention!
Perhaps not all of the time, but it does feel good when it happens for the right reason, and in the
right way.
By definition the center of attention implies a focused awareness. So, if youre customer focused
that must mean your customer is at the center of your attention, right? Well, you wouldnt get that
impression based on some of the direct messages hitting my Twitter inbox. Take a look:
2
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Thanks for the follow. Please check out our Website at www.blahblah and follow us on
Facebook!
Thank you for following. Please look us up on Facebook and LinkedIn to get a better sense of
who we are and what we do.
Thank you for following! Please check out our FanPage www.facebook/blah, Website www.
moreblah and Blog www.evenmoreblah
Hey!! Whats up? Thanks for the follow. If its not too much trouble please Like our FB page.
OK, these examples are extreme, but notice how the focus is on the brand and not on the
audience. Sure, they thank their audience for connecting, and are polite when they make their
requests to visit the other sites. But its still all about them, as the only thing I can hear is Here
I am. If we were meeting for the first time at a conference networking event how you would
approach me?
Hi, thanks for shaking my hand, if its not too much trouble would you take out your smart phone right now and Like our Facebook page?
Is it possible to be customer-focused with direct messages and replies in those formats? Well, its
probably not impossible, but in my opinion I dont believe your messages (automated or not) will
be perceived as valuable by most of your audience. That includes the automated messages that
only say thank you for following. OK, youre being polite, but that still feels kind of spammy. By the
way, Im on Twitter because I like it, so why are you trying to immediately redirect me to another
platform?
A there you are approach is relationship building because its focused on the audience, and
that sets the stage for developing trust. Direct message strategies that capture attention without
making the audience feel like they are being stalked or blasted are not easy to craft. Thats
why highly relevant and targeted communication strategies that nurture and build trust are a
competitive advantage.
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Follow-Back Your Targeted AudienceNFL Fans Love Their Teams. Do NFL Teams Love Them Back?
Well, not if you use the Follow-to-Follower ratio on Twitter as the measure. In fact, here is how NFL
teams compare:
3
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As you can see, the average NFL team follows back just 0.46% of their followers. Sure, some of
those accounts are bound to be bots and other type of junk profiles. And anyone who is managing
a major (brand) profile knows that it takes a lot of time and is hard work to follow back your
targeted audience. But still, these numbers suggest that each team is passing up an opportunity
to show their fans how much they really appreciate their support by following them back. How
would you feel if your favorite NFL team followed you back? How cool would that be?! Based on
the numbers above I may start cheering for the Chargers.
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Website www.cmotemps.biz/
Twitter www.twitter.com/AlanSee
LinkedIn www.linkedin.com/company/alan-see-cmo-temps-llc
Google+ plus.google.com/+CmotempsBiz/
Facebook www.facebook.com/InterimCMO
937.470.4118 mobile
937.866.0032 office
937.353.7799 skype
ABOUT THE AUTHOR:
Alan See Principal and Chief Marketing Officer
Alan See is a senior executive with the rare ability to speak Social Media Marketing
and Sales 101 in the same sentence. He is also recognized as a most influential
Chief Marketing Officer by Forbes, Social Media Marketing Magazine and CEOWorld
Magazine, as well as a Top 1% Influencer by Kred. This means his grown children still
wonder what does dad really do all day at work? He has also served as an associate
faculty member at the University of Phoenix where he loved to teach, but hated to
grade papers! Alan is an active blogger and frequent presenter on topics that help
organizations develop marketing strategies and sales initiatives to power profitable
growth. He has performed for and interacts with some of the worlds most respected
brands including; IBM, Cap Gemini, Teradata, SAS Institute, NCR Corporation and
AT&T. But wait, theres more! He also has experience with startups and SMBs with
names not found on the international stage including; DocuStar, the Dayton Sharks,
MindLeaders and Seapine Software. Alan holds BBA and MBA degrees from Abilene
Christian University.
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