Get Social - Bellwether Q3Y11


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It's all about getting social with this issue. This Bellwether will reveal helpful hints to how your business could be use social media and marketing to improve its bottom line. Let's all get social!

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Get Social - Bellwether Q3Y11

  1. 1. BELLWETHER Get Social Volume 2 | Issue 3 | Third Quarter 2011
  2. 2. Overpaying for EDI? Signs that you might be overpaying: paying a VAN to handle ‘free’ transactions using AS2 and FTP unable to use direct communications like AS2 and FTP locked into the on-going transaction costs and fees of a particular VAN separate ‘EDI workstation’ means extra hardware/software costs staff spends time on manual EDI data entry, importing, or exporting to make up for lack of integration system requires expensive EDI translator software Cut Your Costs withAFFORDABLE. AUTOMATIC. ALL IN SAGE ERP MAS 90 AND 200.Affordable Suite of EDI modules for EDI Advantage 2010 is EDI inside your Sage ERP MAS 90 or 200 system. EDI happens automatically and as a result of many standard Sage ERP MAS 90 and Sage ERP MAS 200 processes. Do multi-user EDI at any Sage ERP MAS 90 or 200 workstation, at pricing that competes with—and beats—less sophisticated solutions. LEARN MORE! Get your FREE guide to “5 Ways EDI Advantage 2010 Can Cut Your EDI Costs” today! GET YOUR FREE GUIDE Visit Kissinger Associates at Sage Summit 2011 > 2 Bellwether Associates, Inc. All rights reserved. Reproduction in whole or in part without permission is prohibited, and information contained herein is subject to change without notice. Kissinger, ©2011 Kissinger Magazine | Third Quarter 2011 EDI Advantage 2010, Smart Software That Means Business, and associated Kissinger logos are trademarks of Kissinger Associates, Inc. Sage, the Sage logos, and the Sage product and service names mentioned herein are registered trademarks or trademarks of Sage Software, Inc., or its affiliated entities.
  3. 3. 90% of spreadsheet budgeting RESULTS IN errors* Budget Maestro® makes spreadsheet errors a thing of the past with budgeting and reporting software designed for SAGE ERP. • Cut budgeting time by up to 50% • Eliminate formula errors • Generate results you can trust • Direct Integration to your SAGE ERP • One Click P&L, Balance Sheet and Cash Flow reporting* PwC studySEE BudGEt MAEStRo in Action, now! tAKE A cALL QuicK touR 800-366-5111 Certified Solution or visit© 2011 Centage Corporation. Centage, the Centage logo, Budget Maestro, Planning Maestro, Link Maestro and Analytics Maestro are trademarks or registeredtrademarks of Centage Corporation. All other brands or products mentioned are registered trademarks of their respective holder(s). All rights reserved.
  4. 4. Letter from the Editor 6 8sections Leadership 7 Sales and Marketing 8 Cover Story 16 Book Report Industry News 18 20 12 Customer Relationships 24 Human Resources 26 Work | Life | Balance 30 16 22 4 Bellwether Magazine | Third Quarter 2011
  5. 5. ACOM AD FULL PAGE DUE ON JUNE 10 5bell•weth•er -noun: one who takes initiative or leadership
  6. 6. LETTERFROMTHEEDITOR BELLWETHER A Blytheco, LLC Magazine Volume 2 Third Quarter, 2011 STAFF EDITOR Apryl Hanson CREATIVE DIRECTOR Greg Went CONTRIBUTING WRITERS Alicia Anderson Donna Baeza Joanne Black Gary Dahl Apryl Hanson Susan McLain Cortez NaPue Brian Vellemure Dawn Westerberg Geni Whitehouse ADVERTISING SALES Dori Fitch SUBSCRIPTIONS Or contact Dori Fitch - (800) 425-9843, Extension 1168 Bellwether Magazine is published by Blytheco, LLC with principal offices at: 23161 Mill Creek Road Suite 200 Laguna Hills, CA 92653 If you wish to be removed from the mailing list or to add names to the mailing list, send your request, including name, business name, and mailing address to the above address or to This is a copyrighted publication and all articles herein are covered by this copyright. Any use of the content for commercial reasons or other form or reproduction of material herein is strictly prohibited without prior, written approval of Bellwether Magazine. Scan the QR code to the left with your smart phone to view the Blytheco Social Media Guide or go to Bellwether Magazine | Third Quarter 2011
  7. 7. LEADERSHIPLeading Social Teams by Apryl HansonI n this day and age, we have to be prepared as managers and leaders to equip ourselves with tools to be effective in an ever-growing social environment.There are several misconceptions about hiring people that do not work where you workand how to manage them.1. MYTH: It’s harder to manage people that work month. Keeping your teams talking to each other remotely because you can’t “see” them. How is important, as is allowing them to work through often do you really stare at your employees while their issues. they are working anyway? In reality, I find that So what does it take from a leader’s perspective to keep managing and leading employees that do not them creative and communicating and keep yourself reside in the same location easier. Why? Because managing to results. you can keep to what you should be managing, and that is results. With remote employees, you 1. Set clear goals. If the team understands the goals focus on the deliverables and all of the rest of the at hand they can work better as a team (no matter stuff goes out the window. where they are) to achieve them.2. MYTH: You can’t have a relationship with an 2. When problems arise managing them employee that isn’t in your same location. With aggressively and head on – don’t sweep items today’s tools like Skype, GoToMeeting, and many under the rug. When something happens that more, there are plenty of opportunities to engage needs addressing, address it quickly. Each moment and interact with your employees. With my team, you let go by decreases the effectiveness you will we meet at least once a week as a team via group have as a leader to resolve the issue. Skype and I’ve gradually transitioned my one-on- one meetings to Skype as well. This helps me truly 3. Get on the phone and talk to everyone one see how someone is doing, not just by what they on one. One-on-one time is the most important are saying, but by their facial expressions. With time you can spend with your employees. Put it on today’s tools you can interact in a similar but more the calendar, make sure it is a regular occurrence, productive way with your employees. and don’t move them. Your employees need to know that you are there for them, and that you are3. MYTH: You can’t be collaborative with teams reachable and approachable. It should be their that can’t be in the same room with each other. time to bring up anything they want to discuss with I beg to differ. I have one of the most collaborative you and your time to coach. teams that I know and very few of us are in the same office. So what do I use to keep them creative? 4. Don’t resolve your team’s issues for them. Let One, visual meetings like I mention above – but your teams work out their issues, and don’t get then we can break and work on our own, come excited about them. Focus them back to the goal back together to present what we’ve come up and how they are going to resolve issues to achieve with. Usually these types of meetings start with one the goal at hand. idea and lead to an even better one. Being able to 5. Reward them for the good they do. Employees, see each other is key. For one month we did our whether virtual or in front of you, need to have meetings without being able to see each other feedback on how they are doing. Make sure and the creativity level went down dramatically. feedback is early and often. We also suffered from miscommunications that 7 bell•weth•er -noun: one who takes initiative or leadership
  8. 8. SALES&MARKETING Getting to R: The AIPEE Pyramid by Brian Vellmure How do we create customers? And once we get them, how can we keep them? Has any of this really changed with the rapid rise of Social Technologies? The fundamentals of business haven’t changed – but the tools and technology available to us and how we can (and will be forced to) accomplish fundamental business goals like “New Customer Acquisition” have. I’ve attempted to illustrate my thoughts in the image below – called the AIPEE Pyramid. place. Dialogue at this stage will vary – but the offline So let’s examine each stage of the pyramid: equivalent might be saying “Hi – how are you doing?” to someone while waiting for a drink at the bar on in STAGE 1: ATTENTION the line at the bathroom at a networking event. There For marketers, here is where we are casting our net is a shared common interest, and we’ve just been far and wide. The key difference versus what we’ve presented with an opportunity for some dialogue in traditionally done is that companies can no longer rely passing. We’ve just gained permission to continue the on “shouting” a message. The new goal is to provide conversation. something of value…something so valuable that folks who have never even heard of you or your brand want STAGE 3: PERMISSION to share it with their friends. We have offered something of interest and value that The content that you provide might be a public the individuals have implicitly or explicitly asked to webcast, podcast, video, white paper, etc. The know more about us. Some examples of ways that this idea is to get something interesting and valuable in can manifest itself are: front of the eyes of some key influencers within your • Subscribing to our blog demographic. • Inviting us to connect on a Social Network STAGE 2: INTERACTION • Giving us their contact information in exchange You’ve now garnered some attention, and have for a white paper, webinar, newsletter, free product established a little bit of relational capital. Now is the time when some 1:1 interaction might take sample or trial.8 Bellwether Magazine | Third Quarter 2011
  9. 9. STAGE 4: ENGAGEMENT: 2. The Value Exchange Retention CyclesThe two parties are fully engaged, figuratively Hopefully the relationship we’ve worked so hard to“sitting on the same side of the table” and seriously nurture doesn’t stop there. I’ve highlighted 3 areasexploring how they can help each other out. The where and how further exchange might take’s main goal is to understand in detail what Let’s briefly touch on each of them.their prospect is trying to accomplish, and either offeran existing solution from their offerings portfolio, or A. Repeat Transactionsco-create with them a product or solution that helps We may keep getting referrals. We may keepthem accomplish their goals. selling the same consumable over and over. But remember, in order to keep our customers with us,STAGE 5: EXCHANGE we need to continue to add value.We’ve consistently added value over a series ofinteractions. We’ve established trust. We’ve now B. Upsell Opportunities (Deeper Commitment)earned the right to ask for something. It might be We’ve had an initial exchange. But, there’s morea sale (Revenue). It might be a Referral. It might there. There are more problems to be solved. You’llbe a Recommendation. In some cases, it might be see that the retention circle extends back downall three. We’ve successfully executed an R Value into the engagement stage. Layers of the onion areExchange. But it doesn’t stop there… peeled back as new needs are discovered and new solutions are presented.Let’s dig a little more into the Value ExchangeRetention Cycles and the potential response(s) of the C. CrossSell Opportunities (Different Productcustomer at all stages in their journey up the pyramid. and Service Offerings) You’ll notice that this retention circle ventures all1. The customer’s response to their journey up the way back down to the permission stage. Whilethe pyramid we’ve exchanged value for one business purpose,Humans have always been social. We’ve always we may need to display competency in anothertold our friends, family, acquaintances and business area in order to earn permission to engage inassociates about our day, our experiences, our hopes dialogue for that need as well.and dreams, who we like and don’t like, etc. So that’s it. We’ve taken a look at how to get ourWhat has changed is how many people we can tell prospect’s attention, and facilitate a journey towardsthings to in such a short amount of time. Social a mutual value exchange. We’ve looked at how socialTechnologies are an amplifier. technologies amplify everything good and bad, and we’ve taken a brief look at how our relationship withGood experiences get amplified – an exponential our customers (partners, influencers, etc.) can beboost to your brand. Bad experiences, well, can retained and nurtured for continuous value exchange.spread like wildfire, and can do significant damage toyour brand and reputation in a short amount of time. The key is to start by creating something of value,But really, this isn’t new either. Bad PR stories have something that is sure to garner attention. Start therebeen picked up and spread via the press for decades. and you can learn the rest along the way.What is new is that EVERYBODY is the media. Thereis no longer a filter. Information and Stories that areworth spreading will be spread. 9 bell•weth•er -noun: one who takes initiative or leadership
  10. 10. SALES&MARKETING Has Anyone Ever Generated Any Leads Using Social Media? by Dawn Westerberg I n a way, the question “Has Anyone Ever Generated Any Leads Using Social Media?” is a little like asking “Has Anyone Ever Generated Any Leads Using the Telephone?” Regardless of the platform - social media, conferences, telephone, or pen and paper – the message has to be good. The message has to result in the buyer getting to know, like, trust and try you so that ultimately they will buy from you and refer business to you - repeatedly. Social Media is any online platform that helps you They believe they shouldn’t have to call to get more engage with others and communicate your message, information – it should be available online. What this for example, websites, blogs, Twitter, Facebook, means is that the blog and website have replaced LinkedIn, YouTube, etc. Like traditional marketing, much of the role marketing used to perform through the goal of Social Media is to get the buyer to think print marketing materials: educating and guiding the “This company might be able to help me with my buyer through the Know-Like-Trust-Try-Buy-Refer- problem. I’m going to check them out.” It’s the Repeat continuum. “aha” moment that drives the prospect to act further – to call you, fill out a request for information form, Social Media has a word of mouth component, a or email. referral component, and an advertising component. And as we know from our experience in traditional Search engines have revolutionized the buyer’s marketing, word of mouth, referrals and advertising ability to track down products and services and can all generate leads. placed them firmly in charge of the buying cycle.10 Bellwether Magazine | Third Quarter 2011
  11. 11. Word of mouth in Social Media happens through someone favorablytweeting about your products and services to their network ofTwitter followers. It could also occur through someone “liking”your Facebook page or writing a review on a site like Yelp.Referrals can come through someone retweeting your tweet,sending a link to your site to their Facebook followers, orposting a recommendation on your LinkedIn profile. A SocialMedia referral might also be an invitation to write a guest post fora blog which would introduce you to a new audience.Advertising through Social Media works the same as traditionaladvertising – you pay to play. But with Social Media advertising youhave greater control over who gets to see your ad. I’m going touse Facebook ads as my example (LinkedIn and Google adsare similar) because they offer so much flexibility inreaching the right audience.Facebook ads will guide you through a set offorms for creating your headline, enteringa link for viewers to click on (this can goto a landing page that you create thatelaborates on the information containedin the online ad as well as your call toaction – click here to purchase, clickhere to download a whitepaper, clickhere to receive more information, etc.)and the body of the ad. The numberof characters for both the headline and thebody of the ad are very limited. You will need to be very brief – yetmake the ad compelling enough to encourage the viewer to click on the link.You select the demographics of the audience you’d like to see the ad. You can go as wide asan entire country or as narrow as a city. You can select age groups, gender, interests and jobtitles. As you make these selections, Facebook will show you the number of people who fityour criteria.You chose whether you want to pay per click or pay per impression and select a daily budget, forexample $25 per day. This means you can control your budget and run the ad for any number of daysyou specify.Social Media benefits your online presence. By taking advantage of multiple platforms, you increase yourchances of amplifying and accelerating your message and presence. But most important, Social Media makesit easier for prospective buyers to find you. by Apryl HansonAbout the Author:Dawn Westerberg is the President of Dawn Westerberg Consulting LLC where she specializes in helping business owners fall in love with their business again through installing marketingsystems that optimize fun work and awesome results. She is an Authorized Duct Tape Marketing Coach and has held senior management marketing positions at Sage, Lawson, and OpenSystems. You can learn more about Dawn at 11 bell•weth•er -noun: one who takes initiative or leadership
  12. 12. by Joanne S. Black P undits can rant all they want about the “new normal” and “new realities,” and how Web 2.0, Web 3.0, and social media will change the way we sell. The Internet is the most powerful, life- and business-changing tool created in generations, if ever. But while it has altered our sales processes, technology Here’s how to make social media work for you. won’t save our sales careers. It won’t fix our business development, sales, or customer relationship Do develop a social media strategy. Like a sales or management (CRM) challenges. It can be a great tool, marketing plan, you should write out your social media but it is the person behind the LinkedIn profile, all the plan. What is your goal? Who is your audience? What do fancy gadgets, and high-tech presentations who actually you want to communicate? Leverage social media as part makes the sale. of your go-to-market strategy. How does your strategy12 Bellwether Magazine | Third Quarter 2011
  13. 13. NO MORE SALES&MARKETING CALLINGlink to your customer’s needs and your business priorities? visitors? Link to other sites that you have found helpful. As you become recognized as a resource in your industry,Do link up beyond LinkedIn. Take the time to build your you will build your web presence—and eventually, yourpersonal connections: pick up the phone and talk to “ business.people. Go to lunch. Have coffee. Just get out frombehind your computer and nurture your Do incorporate your keywords. Yourrelationships—even if you did build them profile pages are an excellent place tovirtually. Social media get extra attention from search enginesDon’t skip the introduction. Just because sites can help and increase your web have a Facebook friend in common you prepare for Don’t forget to do your homework.doesn’t mean you have a relationship.Social media is a great way to find out meetings with Social media sites can help you prepare for meetings with potentialwho knows someone you want to pitch, potential clients clients by allowing you to learn aboutbut if your mutual associate doesn’tprovide a personal introduction, you’re by allowing you their backgrounds and your mutual associates. Instead of rambling aboutbasically cold-calling. When you reach to learn about the weather, you’ll have something toout to someone who isn’t expecting yourcall and probably doesn’t want to hear their backgrounds talk about during your first meeting.from you, it’s a cold call. and your mutual Don’t look for new clients; do look for new referral sources.Don’t turn your Facebook page into associates. If you have been trying to get aan advertisement. Social sites are not meeting with a particular company orfor selling. They are for establishing individual, social media can help you quickly find out whoconnections, identifying ways to collaborate, and providing in your network has a close connection so you can ask forvalue. Instead of telling people you’re an expert, prove it. a referral.What tips or other useful information can you provide yourAbout the AuthorAmerica’s leading authority on referral selling and founder of No More Cold Calling, Joanne Black helps salespeople, sales teams, andbusiness owners get more referrals and attract more business fast without increasing sales and marketing costs.Discover how to turn cold prospects into HOT clients more than 50 percent of the time and ace out the competition with her proven,referral-selling system.A captivating speaker, sales guru, and innovative sales seminar leader, Joanne is changing the business of sales.Joanne is the author of NO MORE COLD CALLING™: The Breakthrough System That Will Leave Your Competition in the Dust (WarnerBusiness Books). In this groundbreaking book, Joanne outlines her powerful, proven, step-by-step system for building a referral business.Some of Joanne’s views are contrarian, and in the established school of traditional sales, considered heretical thinking. But for JoanneBlack, and her clients, the only smart approach to client acquisition is referral selling. Joanne Black is a member of the National SpeakersAssociation and regularly speaks at sales and incentive meetings, sales conferences, and association meetings.Share your sales challenges and tell us what you think. Email Joanne: 13 bell•weth•er -noun: one who takes initiative or leadership
  14. 14. SALES&MARKETING Picture this. You are at a convention; there is a breakout session with an expert who is of interest to your clients. You grab him/ her after the session and get him to agree to a 5 minute interview. He approves because you are positioning him as an expert and essentially giving him free advertising space on your website. by Gary Dahl You point an iPhone at him and ask a few questions. At Videos of experts, when placed on your Facebook or web this point, you have invested maybe 10 minutes. You take page, position you as an expert. They confer credibility the video home and tweak it - maybe add some titles on you – just by virtue of being on your website. You are using inexpensive video editing software. You upload it educating your audience and providing information. It’s to Youtube, and embed it in your website, your blog and not a hard sell right now. You’re drawing them in with Facebook. You have someone transcribe it. Repeat as some easy to digest information. necessary. Video enables you to: The question is not “Should I include videos on my Position yourself and your company as experts webpage, blog and Facebook?” The question should be “Where do I get the camera?” Give useful, interesting or important information to your prospects and clients Decision makers evaluating your products do not have time to wade through a lot of PDFs, web pages, feature Inform your target market about your products and lists and bullet points. A product demo video may be too services specific and detailed. They just want to get a quick hit of your product and features -the Cliff Notes version. Deepen relationships with your customers People prefer video because : Show who you are (which adds personalization and tells your story) • They don’t have a lot of time • They want things summarized Add to your credibility with customer testimonials • They are visual Free you from answering the same question over and • Video is accessible and easy for them over again • They have a short attention span14 Bellwether Magazine | Third Quarter 2011
  15. 15. Show your gizmo doing what it does - because you might 3. Make sure you get a business card so that you get theirnot be able to explain it with words name spelled right. Before the interview, I usually just turn on the camera and say, “can you spell your name and giveProvide content for your website, blog and social sites your title and company name?” 4. Always start by introducing the topic of the video.Video Ideas: 5. Introduce the speaker on camera before asking the• Interviews with industry experts questions and thank them on camera when the interview is• Direct messages your prospects or clients done.• Customer testimonials 6. Do not assume that you will be comfortable or can “wing• Roundtable discussions (industry experts, clients, business it” in front of the camera. I’ve seen really knowledgeable and owners) passionate people who, when the camera is rolling, cannot• Interviews with your employees put a coherent sentence together. If necessary, you be the• Demonstrations of your products “Producer” and have someone else ask the questions.Get your videos on your home page and link to your videosfrom inside your emails. This will help get your information 7. Don’t ask “yes or no” questions. Ask open-endedout there and make it easy for people to pass it along. You questions that can’t be answered with a simple yes or no,can also put a link in your advertisements or send a prospect and if you can, send your interviewee a list of questions ina video that addresses their concerns. advance.OK, so how do you do it? You can find great editing software for under $100. See myDon’t be intimidated by the process; try it, and be willing to demonstration of making a quickmake mistakes. Sure, polished professional videos present video for YouTube, visit our blog atus in a great light, and if you can afford it, go for it. Others can, but my opinion is that right now, the expectationis lower. We’ve done videos with web cams or lower qualityvideo. Get started now, get better later. Here are some tips:1. You can use a cheap camera to get your feet wet,(seriously, even try your iPhone). Youcan upgrade later as you find outhow this will be working for yourcompany.2. When interviewing, haveyour questions prepared aheadof time and your topic decided.But be prepared to go off-topicif your interviewee goes in an interesting or unexpecteddirection.Marketers are increasingly turning to making short videos to as a relatively easy way to dramaticallyenhance credibility, sell products and services and provide valuable information to their prospects andclients. Video has impact and is compelling - most importantly your competitors are doing it more andmore.With a little time a little money and a little preparation almost anyone can do it, and the payoff is huge.Now smile and put your best video forward. 15 bell•weth•er -noun: one who takes initiative or leadership
  16. 16. COVERSTORY a C e di M an ow Social W o rk by Alicia Anderson H Pam Montgomery, Owner and President Chukar Cherries F rom orchard to harvest to manufacturing to Pam now says customers are “absolutely” engaging shipping, Chukar Cherries owns the complete with them online on a daily basis. Their blog, Facebook, process of offering delicious fruit treats from and Twitter streams are getting the attention of new their Prosser, Washington location. customers every day. Below is our interview with Pam with more information about how they got started, They make their own food – with fewer companies how they approach social media and the benefits they doing that now (most have a big company produce are seeing. the food and just package it themselves), Chukar is understandably proud of their work. They like Many companies are concerned about precious explaining what they do and how they do it, in real- company resources being used in social media with time. no immediate benefit. But, as Pam says, “The world is changing – we know communication and how people Pam Montgomery, Owner and President of Chukar buy, meet and talk is evolving – I don’t want to NOT Cherries, recognized that social media could help get a ride on that carriage!” them tell those stories, and engage with customers. The company has always rewarded and encouraged How did you decide who in your company would customer feedback – social media just makes it faster be responsible for social media? It’s a team effort. and easier. We did hire a point person for our social media effort – Beth is very smart, a writer and editor. She’s16 Bellwether Magazine | Third Quarter 2011
  17. 17. curious, which is important, and she is a good person, so Any to-dos or helpful hints you would recommend toher authenticity comes through. We spent a lot of time with small businesses starting a social media program?her to ensure a good match for our brand. Be yourself. Talk to your fans rather than hard-selling. AskMy role is to be sure the identity and brand of our company lots of questions.comes through. It took some time to articulate that identity- it’s not the easiest thing to do for me. Get a college intern. College students are good social media experts – they were raised on computers and it’sAt first I was the only supporter of a social media initiative. natural to them.Others in the company thought there weren’t enoughtime, money, and personnel for it. It took a lot of time Take it slow – it can be a process of getting up to get everyone to buy in – but now the team is eager to Technology companies are developing roadmaps to makeparticipate. Everyone sees the importance and benefits it easier, but those are more about nuts and bolts. Focusnow. on developing your voice, and knowing your customers. Define what your message should be.Now it’s fun, largely because there’s immediate feedback.And I like the discipline it brings to the business. Don’t look to “normal” channels to help – marketing and PR departments might not know how to be supportive orWhat’s your approach with your posts? Our goal is engage, build loyalty, strengthen the brand, integratesocial media to our other PR and marketing efforts – and What are the challenges of social media at Chukarof course to grow sales! We do that by working as a team Cherries? The “real-time” quality of social media is bothto be sure the voice remains authentic. Social media is like a benefit and challenge. You have to constantly evaluate“being naked” - you can’t fake authenticity. what you’re doing.The voice should be consistent even though the person What are the benefits of being active on social media?behind it may change – our voice is conversational, warm, It lets us hang out with our customers in our blue jeans--wewith enthusiasm and passion for the business. And it must get to be ourselves with them. Social media gives us a beadbe honest – if we don’t know the answer, we say so and find on who our customers are, what they enjoy and allows us toout. We also must follow-through with questions that come interact with them in something close to real-time. It alsoin to us. gives our customers a chance to give us valuable feedback.Do you have an editorial calendar for social media posts? I’ve noticed that fans are particularly receptive to posts thatYes. We have a plan created a year out, and then review and reflect their values. We had a very good response to a postrevise at three months out and again at one month out. We honoring Martin Luther King, Jr. and to one talking abouthave a calendar with integrated marketing activities for B2B “Stand with Japan,” a ceremony put on by the Nationaland B2C, including other PR and marketing items like our Cherry Blossom Festival showing solidarity with Japan inregular newsletter. the wake of the tsunami.Which social media platform outlet do you find most You can (and should!) find Chukar Cherries online at:useful? Facebook. Least useful? Twitter. www.chukar.comHow often do you try to post? On the blog, once a For Facebook and Twitter, at least daily. you model yourselves after anyone else online?I choose not to look at competitors’ social media. It makes iteasier for us to be authentic that way, if we aren’t influencedby others. The point is to be yourself and tell YOUR story.I do look at other successful bloggers – people who I wouldwant to know, or who I feel like I do know. Some of the blogsthat have inspired us are:,, and Some companies that wesee doing an excellent job with Facebook are Food &Wine, Food Network, Pike Place Market and the Tri-Cities,Washington page. 17 bell•weth•er -noun: one who takes initiative or leadership
  18. 18. BOOKREPORT by Geni Whitehouse W ith all of our focus on technology and tools, we tend to forget about the things that make us uniquely human - our ability to connect, to make choices, and to share. These authors provide insight for businesses seeking to apply technology that improves the human experience of the future. The Most Human Human: What talking with computers teaches us about what it means to be alive | Brian Christian Author Brian Christian takes on the world of Artificial Intelligence and along the way raises plenty of questions like: “Why do computers get computationally faster but no faster to use?”, “How can voice mail systems be improved?”, and “How does a computer win at Jeopardy?” In his fascinating quest for answers that will help him win the Turing test (a test of a machine’s ability to exhibit intelligent behavior), Brian shares insights that can help businesses better meet the needs of their human audience. He gains insights equally from brain research and leading chess champions. By the end of the book, we are hopeful that businesses of the future will spend their time helping humans leverage technology so we are free to spend more time making judgments, exploring, discovering, creating, and ultimately building long-term relationships. Nudge: Improving Decisions about Health, Wealth, and Happiness Richard H. Thaler and Cass R. Sunstein Thaler and Sunstein offer an enlightened perspective on human decision making. Their mission is to help people make decisions that are inherently good for them – an approach they call “Libertarian Paternalism.” They explain basic human behavior when it comes to choice and offer simple, elegant tips on providing choices that are likely to result in desired outcomes. They offer suggestions that can be applied in a number of areas – from getting people to sign up for 401(k) plans to choosing healthier food in the cafeteria line. They compare results from opt-in versus opt-out programs and explain how to apply their research without raising social or political objections. The book exposes a world of “choice architecture” which promises to have far-ranging impact on businesses that hope to nudge their employees or customers towards decisions that are in their own best interest. the mesh : Why the future of business is sharing | Lisa Gansky Gansky’s book turns our view of markets and products on its ear. In a world of “meshed” businesses, tangible products will be built to last and designed for universal repair. Businesses will create products that can be shared, tracked and managed on mobile networks. And these products will be marketed primarily by word of mouth on social networks. The virtues of ownership will be supplanted by a take- only- what- you-need, use-only-when-you-need-it mentality with an emphasis on long-term sustainability. The book gives you more than 1,000 examples of mesh businesses that are already up and running including Zipcar, thredUP, and Kickstarter. Businesses of every variety need to pay attention to this new way of serving an increasingly mobile and technology savvy consumer seeking high value products without the hassles of ownership and the high cost of waste.18 Bellwether Magazine | Third Quarter 2011
  19. 19. The goal is for you to Geni Whitehousefall in love with your SPEAKER AUTHORbusiness again. CONSULTANT NERD Marketing Strategy She’s been called the “comedian CPA.” Marketing Plan and Calendar A self-proclaimed nerd, experienced software Campaign Development executive and former CPA firm partner, Geni Whitehouse has made it her mission to Marketing Metrics eliminate boring from the world of presentations. Content Development Public Relations STRATEGY Social Media EXECUTION EVANGELISM CONTENT DEVELOPMENTBegin a process of fun work with the purpose of awesome results. COLOR COPIES OF YOUR AD FOR 6 CENTS EACH!* Hey...we’ll even send them to our readers at no extra charge! Advertise in Bellwether... makes ‘cents.’ *Based on 1/2 page color ad sent to our 20,000 plus print readers. 19 bell•weth•er -noun: one who takes initiative or leadership
  20. 20. INDUSTRYNEWS TOOLS YOU CAN USE by Cortez NaPue N ow that Facebook, Twitter, and LinkedIn (among others) have catapulted social media into a huge ever-booming industry, one would expect the recent influx of third-party social media software and companies. Many of these software applications offer the ability to monitor social media activity and generate leads, while others provide methods of audience engagement. With Wal-Mart recently acquiring Kosmix, Salesforce acquiring Radian6, and YouTube founders Chad Hurley and Steve Chen recently buying Delicious and tap11, not only are social media tools in obvious high demand, so are the companies that develop them. With so many tools out there, finding the right one can be like finding a needle in a haystack (or is it tweetstack?). It’s important not to feel as though you need to use every social media tool out there as there is a lot of overlap between them with many offering the same or similar features. Here are some options to choose from as organized by their most prominent features: Inbound Marketing and Lead Generation Many small-to-mid-sized businesses will (and already have) find solace in Hubspot’s inbound marketing platform. On average, small businesses do not have designated marketing teams and often have to outsource their marketing tasks. Hubspot is a one-stop shop for many of your inbound marketing needs, offering tools for: • Lead Generation and Lead Nurturing • Landing Page Management and Tracking • Web analytics • Content Management • SEO Tools • Social Media Monitoring and Engagement • Blog Management Hubspot also integrates with virtually any CRM or e-Commerce system. Users will also be astonished by Hubspot’s unparalleled training and education services. Hubspot offers 1:1 monthly coaching, training sessions, access to learning center tips and documents, and even help with marketing plan development. Hubspot also publishes free webinars, whitepapers, and blog articles on a regular basis. Hubspot really works with you to make sure that you not only understand their products, but marketing as a whole. Monitoring the Twitterverse and Beyond: Audience Engagement TweetDeck is a platform that allows you to view and respond to activity across Twitter, Facebook, LinkedIn, mySpace, Foursquare and more in real time. Anyone hoping to have a strong presence in social media communities can strongly benefit from this type of product. Tools like TweetDeck and similarly, HootSuite, allow users to easily engage fans,20 Bellwether Magazine | Third Quarter 2011
  21. 21. followers, and friends. You can also disseminate videos, overnight. Stay up-to-date with the ‘Sentiment’ section, whichphotos, and other content across several platforms with the includes sentiment trend over time that allows you to monitor for spikes of positive or negative posts and a snapshot of the threetouch of a button. With TweetDeck you can: most recent positive and negative posts.• Use your TweetDeck Account to add all of your social network • Demographics: Find out more about the authors of social media accounts in one go content with our demographics section. Receive a breakdown of social traffic by gender, age, location and more.• Integrate LinkedIn for your professional contacts • Influencers: Who are the most important members of your social• View YouTube videos within TweetDeck, and record and share conversation? This section gives you a breakdown of the top video clips though TwitVid influencers from different media channels such as Twitter, news• Retweet Twitter style - or your style sites, blogs, forums, videos etc.• Manage conversations with @replies and direct messages • Content: Know what people are saying about your brands or• See what’s currently hot and trending with Twitter Trends and products by looking at top trending topics, most used keywords, TwitScoop #tags, as well as sample words and phrases from your social• Manage multiple Twitter accounts easily traffic.• Locate your friends• Send longer messages through our new service• Use our scheduling feature to check-in or send a tweet in the Looking to spruce up your Facebook future page? Check out these awesome apps:• Add, create and manage Twitter Lists• Use the Global Filter to remove unnecessary tweets by account, RSS Graffiti: RSS Graffiti periodically checks the RSS/Atom service or hashtag feeds that you specify and posts any new entries it finds to• Add networks that use a compatible Twitter API, like WordPress the Facebook Walls that you specify. You can get any feed and Tumblr written on any wall (Facebook Profiles, Fan Pages, Groups,• Avoid Twitter spam with TweetDeck’s spam button. Events and Application Profile Pages). In fact, you can even have multiple feeds to multiple walls. You choose the combination.Monitoring the Twitterverse: Social Media SlideShare: SlideShare is the world’s largest community forMetrics and Analytics sharing presentations. You can: share presentations andA great tool to use to analyze social media activity is Radian6. documents with your Facebook network, upload portfolios,Radian6 is often marketed to larger corporations. Radian6 PowerPoint presentations, PDFs, college lessons, etc.provides in-depth metrics on specific topics, conversations, Formats supported include: ppt, pps, pptx, odp, pdf, doc,or industries in real time. With this cloud-based software, you docx, odt, Keynote, and iWork. The SlideShare app is alsocan see what is currently trending across virtually any online YouTube compatible and allows for direct webinar space including: blogs, forums, online communities, If you’re not an avid Facebook user, the application is alsoFacebook, and Twitter. available for LinkedIn.Essentially, with Radian6, you are able to measure the Buddy Media: Buddy Media is one of the hottest Facebookubiquity of certain topics and compare them. This can be platforms available right now. They can do almost anythingimportant when determining relevant conversations and -- host contests, create video galleries, and provide userbrand mentions, insertion opportunities, or when gauging analytics.the current sentiment of your audience and industry. Radian6 Wildfire: Wildfire is the most popular way to run a promotionis very much about understanding consumer sentiment and on Facebook. They offer a thorough suite of apps thathow your brand fits in. Here are some of its amazing features: allow you to easily set up contests, sweepstakes, and offer• Volume: Learn everything you would want to know about the coupons. amount of conversation surrounding your topic. This includes share of voice and share of conversation, a graph of volume Payvment: Why direct your customers to Amazon when they trends, a breakdown of volume by media type and Insights information such as top sources. can buy your product on Facebook? Payvment makes it easy• Sentiment: The way people feel about brands can change to set up an online store on your page. 21 bell•weth•er -noun: one who takes initiative or leadership
  22. 22. INDUSTRYNEWS by Susan McLain A marked decrease in sales and use tax income over the past few years, compounded by overall budget shortfalls, has caused states to focus on ways to collect additional revenue. To this end, states are changing sales tax laws and regulations to broaden the definition of nexus, increasing the number of audits and decreasing exemption qualifications. This environment requires businesses to be • Increased audit activity in the states; even more diligent in keeping accurate sales • Lack of skilled staff with tax domain tax records including: expertise; • Tracking and applying correct rates • High cost of negative audit results; according to product taxability, jurisdiction • Mandates to improve organizational and sourcing rules for each state where productivity. there is liability. In order to achieve Best-in-Class performance • Easy access to exemption certificates and the benefits associated with sales tax and proper association with non-taxed compliance, three steps were cited as “must- transactions. do:” • Ensuring timely filing and remittance along with appropriate registration for sales tax • Automate workflow from tax preparation liability. to remittance. Keeping diligent in these areas can help • Enable centralized management of tax reduce your risk of exposure to sales tax information. audits and enable you to respond rapidly to • Establish standardized procedures for any inquiries from state authorities. It’s been managing government estimated that for every $1 of sales tax error, audits. When seeking an automated solution the cost to fix the error exceeds $50 when Automation using a cloud- that supports best practices, companies using manual processes. This estimate is very based tax management service should look for a product that provides: modest and does not take into account the reduces costs by providing a cost of lost staff productivity and customer solution that is scalable to the • Thorough tax analysis of state rules and dissatisfaction when overcharged. needs of the business. A full- regulations lifecycle automated solution • Accurate calculations based on sourcing BEST PRACTICES will include tax calculation, rules, jurisdiction and product taxability exemption certificate In a 2010 Aberdeen Group survey, responses • Exemption certificate management for management and filing and showed companies that implemented Best- non-taxed transactions that includes: remittance services. in-Class sales tax compliance practices • Digital collection of certificates experienced a decrease in audit penalties and Learn more about best • Easy accessibility fines as well as in the time spent addressing practices and automation tax errors. • Certificate to customer and of the sales tax compliance transaction association process at Driving factors for companies to adopt • Reporting capabilities effective sales and use tax management were • Full sales tax cycle support with filing identified as: and remittance of returns • The need to comply with regional and • Easy integration with ERP solutions jurisdictional regulations;22 Bellwether Magazine | Third Quarter 2011
  23. 23. INDUSTRYNEWSSet up a company Set up a blog with If you are selling toFacebook page and relevant articles and businesses or busi-ask your customers commit to posting ness people, getand friends to “like” yourself and your new content at least company listed onyou. three times a week. LinkedIn, and make sure that your em- ployees are listed under your company. Top three things you MUST DO to get started in Social Media Stop wasting your time Everybody Loves a Makeover. calling people who don’t How about a FREE Social Media want to hear from you and Makeover for your business?? boost your close rate to 80 or 90 percent!Following Joanne Black’s proven, referralmarketing system, you’ll discover how to turncurrent customers and your myriad contactsinto rich sources of referrals and get qualifiedprospects, ready to do business, asking for Keep an eye on our blog ( for details about how your company can get your own Social Media Makeover from Blytheco.
  24. 24. CUSTOMERRELATIONSHIPS SALES and social media S ocial media – it’s not just for marketers anymore. The age of logging onto Twitter or Facebook to tell someone that your cat snores in his sleep is not obsolete, but in the past. There is a trend emerging where departments outside of the scope of marketing are beginning to use social media to complete certain tasks. Think Twitter is used only for people with opinions to share or organizations with agendas to promote? Think again. With the right hashtag (scan the QR code to the right or go to ‘think.blytheco.lcom/headlines’ for more info on how to use hashtags on Twitter), you could easily have a job posting up and searchable in minutes. Need a phone to provide “real” customer service? In the Stone Age, perhaps, but more and more customer service centers are researching customer social activity and public conversation trends in order to better (and perhaps more compassionately) service people and establish rapport. Sales teams, too, are now using social media in order to find leads, to maintain relationships with current clients, and to gauge the climate of opportunity. Social Media has evolved from its humble beginnings of digital fraternizing and marketing into an application that customer service, human resources, and, sales teams can take advantage of in order to enhance their performance. SELLING know about their prospects, the more effective they are in identifying and closing sales opportunities. SOCIALLY Simply put, it pays to listen. This basic concept is the centerpiece of leveraging social media to support Are You Listening? sales. Sales departments can use the same tools As any sales person will as marketing teams to monitor and respond to tell you, the more they activities occurring in the socio-sphere, and then identify opportunities that will enhance their account strategies and on-going activities. Check out “Social Media Tools You Can Use” on Page 20 to find out more about social media “listening tools.” by Cortez NaPue24 Bellwether Magazine | Third Quarter 2011
  25. 25. In this day and age, monitoring the social web is fundamental methods to socially share your content or that link to yourto any social media marketing or sales approach, however, social media websites. This could help spread the wordwhere the marketing and sales departments need to about the e-mail’s subject matter and provide a way tofocus their resources differs significantly. Marketing tends organically market sales team monitor keywords, phrases and activities that provideinsight on brand awareness and sentiment, which is Empowering the Individual Salespersonless actionable for sales people. Contrarily, the sales Sales agents need to know that they can share or promotedepartment should create and monitor Key Sales Indicators company content. Giving them this ability is a great way to(KSIs) to locate information that is specifically relevant in the market your brand and promote your business. For manysense that it points to a prospective customer and indicates organizations there is a large gray area that surroundswhere they are in the decision process. KSIs indicate a clear company social media use. As such, aneed, interest or evaluation of a product or service, though prerequisite for this is drafting a corporatethey can be harder to find. social media policy that outlines what allFor example, a prospect may be considering switching employees -- not just the sales team -- canto a new vendor by expressing their dissatisfaction with a and cannot do (Scan the QR code to thecurrent vendor on competitive forums, which can easily be right for more info on developing a Socialelicited by enabling real-time keyword analysis notifications Media Policy or find it at ‘think.blytheco. “with social media monitoring software like Radian6, com.’)Tweetdeck, or tap11. A sales team can monitor theseforums and third-party support blogs on Another way to empower thea continual basis and remain in sync with individual salesperson is totheir community or industry. Then, when Social Media has create content for ideationarmed with knowledge of the prospect’sspecific pain points, the sales person evolved from its platform such as a blog, Facebook page, or LinkedIncan effectively contact the prospect withrelevant solutions suited to their needs. humble beginnings group. An ideation platform can be any kind of platform of digital fraternizing that fosters feedback toEmpowering your E-mailThe initial step in leveraging social and marketing into help improve the product or service being offered bymedia for sales initiatives is to integratethe sales staff’s contact databases with an application that your brand. Sales agents can write blog articles, respondtheir social media networks. Whethermanaged through a single client customer service, to lead inquiries in online communities, or examineapplication (such as Outlook) or a human resources, KSIs across several platforms.sales automation application (such asSalesLogix), a sales person can easily and, sales teams can Sales agents are in a uniquecreate a single view of their contacts.Combining contacts and social networks take advantage of position in that they have a direct link to customers andallows for a more unified approach when in order to enhance prospects and are thereforemaintaining communication with clients extremely familiar with theand/or leads. their performance. most common patterns ofSeveral tools currently exist to integrate customer feedback. Withcontacts and social media networks—including SalesForce. this unique customer insight, sales agents can generatecom’s Jigsaw, Microsoft’s Outlook Social Connector, or relevant and specific content that many clients have anGist. Sage SalesLogix has recently added the ability to interest in or have had questions about. The sales agentintegrate your Facebook or LinkedIn contacts as well. Some should then post the content to the respective ideationkey features to these tools include: platform(s) and/or work with the marketing team in order to use the customer insight for effective messaging.• The ability to compile all contacts from various sources— inboxes, address books and social networks—and If your organization employs local/regional sales reps, incorporate news, status updates and blog posts to provide them with the tools and training that can facilitate create rich business profiles the creation of locally targeted web content, and then work• Synchronization of contact data with status updates from with your search team (in-house or agency) to develop a various networks and recently posted files strategy for optimizing the content to rank for local and regional keyword phrases. Often, certain facets of this• Display of a snapshot of recent conversations, meetings strategy can be automated or streamlined in a manner and shared attachments that allows for optimization across a wide swath of locally targeted keyword phrases.Once you’ve done that, you can spice up your e-mailmessages by adding templates or widgets that feature Social Media…not just for marketers anymore. 25 bell•weth•er -noun: one who takes initiative or leadership
  26. 26. HUMANRESOURCES Social Media 102: Business vs. Persona by Cortez NaPue I f you’re not yet into social media, you’re not a part of 1/3 of the world’s adult population. According to the Nielsen Company, the global average time spent per person on social networking sites is now nearly five and half hours per month (February 2010 data), with Facebook accounting for the majority of that time. With all of the recent changes and innovations in social media (particularly with Facebook), that number has surely increased. Some 1 billion people are accessing social media nowadays and it is no surprise that businesses are quickly following suit. The Forum of Private Businesses reports that 69% of SMBs (small-to-mid-sized businesses) currently access social media sites, again, with the majority of the usage coming from Facebook. Among businesses and consumers alike, social media use is becoming more ubiquitous by the day – however, there are stark differences between personal and company use. The Intent connected and to facilitate an easy communicative environment for information sharing. Mark Zuckerberg, Social networking in business was founded on a founder of Facebook said in 2010, that his initial intent completely different premise than personal social for creating Facebook was to create a “visual directory in networking. Businesses identified sites like Facebook, which people with common interests could stay in touch.” Twitter, or LinkedIn as platforms for marketing and Today, it has morphed into not only a communication tool, consumer engagement. Soumitra Dutta of the Harvard but literally a way to rate the world. With Facebook, if you Business Review clarifies the reasons so many businesses come across something that you’re interested in on the have joined the social media bandwagon, saying social web, you can ‘Like’ it or share it with a touch of a button. media sites “provide a low cost platform on which to On Twitter if you like what you see, you can retweet it. build your brand, allow you to engage rapidly and Every time you like, share, or retweet something, you simultaneously with peers and customers, and they give are essentially boosting its popularity on the internet. you an opportunity to learn from instant information and However, you can also attach negative comments to most unvarnished feedback.” Businesses access social media things shared this way, fundamentally giving what you to share information, but generally only when it pertains to shared a negative “rating.” their company or industry. It is not so much about sharing opinions or thoughts as it is about engaging consumers Do You Trust Me? and maintaining customer relationships. The unfortunate reality is that for many businesses, both public and private, social media is a nuisance and is treated Personal social networking began with something entirely as such. The culture of trust is all too frequently absent different in mind. It began as a way to keep people for many organizations. Employees are often reluctant to26 Bellwether Magazine | Third Quarter 2011
  27. 27. share information on their company’s behalf businesses requires much more rigor than personal use. as not to offend any policy. Many employees In the workplace, content disseminated via social mediaal even go as far as blocking their employers in in many instances has to go through an approval process. hopes that their disseminations will remain The trick to developing a social media policy is to figure private. This type of behavior more than likely out the perfect balance between too much regulation and stems from the fear of getting disciplined or in not enough. some cases even terminated. There have, after Believe it or not, personal social media use does come all, been dozens of cases where employees with its share of policies and regulations, though many have been terminated for sharing things on are site-specific. Facebook for instance has taken a Facebook, including an employee of National strong stance against harassment of others and posting Suisse who was fired for accessing Facebook obscene or offensive material. Most people however have at home while sick. no issues with following these guidelines providing for an With personal social media use, trust is environment of basically-free expression. inherently given upon acceptance of the connection. Most people follow, befriend, The Verdict or ’Like’ a person/page based on a genuine It is clear that businesses are beginning to master or common interest. It is easier to trust and consumer interaction via social media and people too engage with an entity that you have something are pros at communicating with or about businesses. It is in common with (and who is not responsible much less rigorous and involved when using social media for your paycheck). personally, and businesses have a lot more to consider when accessing social platforms. The main issue with Russ Edelman of CNBC states, “in the corporate SMB’s and social media lies within the culture of trust. world, a proactive effort is required to build a If your own employees are not willing to promote you, culture of trust; one that allows participants to consumers will probably have a difficult time doing so as dip their toe in the social networking pool and well. see the benefits that are duly derived.” Some “ techniques for building trust with social networking in your business could include recognition of contributions and/or the inclusion of gaming theory (contests and group trivia are some examples) to foster a friendly sense The trick to of competition and to motivate the team. developing a social To Regulate or Not to Regulate? media policy is Businesses generally have to figure out the some sort of policy in place that outlines their expectations perfect balance of social media use within the company. These between too much policies can often be restrictive, but regulation and not a business must protect its interests. enough. Consequently, social media use among 27 bell•weth•er -noun: one who takes initiative or leadership
  28. 28. HUMANRESOURCES Sourcing and Interviewing in the World of Technology by Donna Baeza W hile some industries may still utilize newspaper recruiting and/or a walk-in kiosk or paper application approach, most employers have moved far beyond those options to utilizing sophisticated on-line recruiting solutions. These applications tap into well-known existing job boards and the recruiting page(s) of an employer’s corporate website. They also tie into an organization’s HRMS and provide robust analysis and reporting. Just as job boards such as Monster and Careerbuilder were revolutionary years ago and changed the way employers sourced candidates, today social media is doing the same. As it was with job boards, the transformation is both for candidates and employers, but with a twist. When utilizing social media, recruiting efforts LinkedIn, Facebook and Twitter are a few of the more and; (3) identify their education, professional memberships well known social media sites but there are hundreds of and certifications, etc. all for full viewing. It allows users to social media sites available today, many with very specific post short snippets of content on a given subject, such as focuses. LinkedIn, as an example, is a social media site with “I’m attending the upcoming IT Professionals Conference a focus on professionals from all different industries. It is a in Chicago next week.” It also allows for social media sites global site that allows users to: (1) post their professional such as Twitter to mirror posts on a user’s LinkedIn account. experience; (2) have those whom they have worked for, and This allows for double the exposure with half the effort. with, provide on-line “recommendations” (i.e. references),28 Bellwether Magazine | Third Quarter 2011