How many of you have seen Portlandia? And the bit about “put a bird on it” well, with the internet, it became, put an ad on it! Including chat rooms and everything else….
News and info not just where you get yours, but where your potential customers are getting their news and info about you. And who they get it from Marketing: more marketing channels, but broadcasting of marketing messages and ads are not what reaches people. What reaches them, and wwhat they want, is interaction with the company. The “Listen to the voice of the customer” is superceeding the adage of “the customer is always right.” The customer always had to be right because you couldn’t hear what they had to say first. Human resources: social networks can help recruiting, or hurt potential recruits and current employees. Lack of social media policies for companies have resulted in unnecessary and unfair firings. There has been a whole lot of misunderstanding about what is private and what is personal on the internet
These are brand new stats from the Pew Internet & american Life project, which continually surveys the public to find out their internet usage patterns there are some differences in numbers pertaning to local restaurants, bars and clubs, but it’s in the + or – 2 or 3 points in the top two ranges. In both cases only 8% look to tv broadcasts or tv websites with a scant 5% relying on local radio It’s only about 3% that goes to social networking sites, whehter it’s Facebook or Twitter or something else. But, if you have a presence on those sites, esp. facebook, it adds to your website’s “google juice” and boosts your search results. You can bet, too, that the 22 and 23% respectively that rely on word of mouth are sharing that information with friends and family on social networks as well.
Death to the “marketing message” and the “sales pitch” Your marketing is now about your brand as a personality. It must be personable, approachable, able to carry on a conversation with potential customers.
I’d like to talk a bit about a client of mine, The Hair Factory. Very small business, about 6 employees. They import hair for hair extensions. When I met them in 2009, their marketing consisted of a 3 year old catalogue, an ageging client base and no marketing program. They had an e-commerce website, which had no SEO so they were getting very little traffic from search results. If the business was going to survive, they would need to not just get a better e-commerce back end and a new seo optimized landing page, but they would need to delve into social media to build a new customer base that would grow with the business. I did the research on what their competitors were doing with social media and social networking. Few if any were using Facebook at the time. Some were using blogs within their websites, one used twitter successfully, and one or two had outdated MySpace pages. Facebook was new and unproven territory. I’d worked with it twice to promote to previous ventures. We tried Facebook ads first, and that boosted their web traffic by 25% in the first month. But the ads proved too expensive for their pretty much non-existent marketing budget. So, we set up a blog, a twitter page, and a Facebook fan page (Facebook has made this much easier now.) Their marketing manager started creating content for the facebook page in August of 2009, in fits and starts—then, around the holiday season, began to pick up the pace, and by January 2010 they had tripled their fan base. They have gained about 10,000 or so fans per year as time has gone on and you can see they have 35, 832 fans (now counted as likes) Facebook has developed better metrics so you can see how many have mentioned your company, and how many visited the page for the day.
I encouraged their marketing manager to take on the responsibility of developing a voice for the company (since they are a small company, affected by fluctuations in the market, it would be best in her hands.) By January of 2010, the community voice was refined, and began getting responses from the community. As she learned more about the wants and needs of the community—through a lot of reading, and watching the comments from the community—she has been able to build better content and a very strong voice that the community is comfortable with. They relate to the stories she brings to them and the response is great! Their customer base is building from this.
Is it marketing? Is it a function of customer service? Are you supporting sales (which makes it part of lead generation?) Is it part of your public relations and a campaign for a specific product? Obejctives or goals give your social media campaign focus. Benchmarks help you to begin to measure. All websites should have a stats package of some sort. If you don’t, you are missing out on vital information about your website! Before you even consider doing social media, get a stats package and track your stats for at least 6 months if not a year. I cannot stress this enough. If you do not have these items worked out first, you will not know what you are looking for, and you can only frustrate your social media person with unrealistic expectations. One of the most unreasonable things I had someone say to me was “can you get 30,000 people in ….” It was an unreasonable question because I had no data on the client and why the number 30,000. As you can see from Hair Factory, it took them close to two years of steady social media work to get over 30,000 likes. But that’s a small company. As the car manufacturers would say, your mileage may vary. Don’t pull numbers from the sky and want them to be concrete.
If someone is blogging, then yes, it’s public (unless they hide the blog) If it’s an interaction on an online forum or website, yes, it’s public. But when a person puts information on a social network, that person does not expect an employer to be looking in social networks for personal information.
There are several lawsuits winding their way through the courts right now where employers have asked employees for Facebook page login information. It goes beyond that however. Supervisors “friending” fellow employees is also not a good practice. Even linking to an employee professionally on LinkedIn may result in liabilities regarding references given that go beyond what someone can ask from an employer. I’m not totally sure about the liability issues on that, however, and I believe there are no liability issues if the reference is given freely. Also, the latest figures from the Pew Internet and American Life project tell us that 58% of adults using Facebook have their settings set to the highest level of privacy. Even though I work in and with social media, I do not have my facebook profile as a search result. Even if you are personal branding, you can use linkedIn, a blog, and other resources to give some juice to google.
A woman in CT who was fired because of what she’s posted on Facebook—something negative about her employer. She was told this was the reason, and sued the employer. However, she was fired again, this time for poor performance. Look for something more than just a bad attitude on Facebook. Don’t look for Gotcha! moments. Recently, Guy Kawasaki—one of the leading marketers in the social marketing space—said he would rather see the employee pic where someone is partying, than read the profile where nothing is wrong and everything is great. Friends who work for some of the larger tech companies will sometimes hire a person based on their like of certain tv shows or music because, to them, this means they will have an harmonious workplace. For me, I have a major dislike of James Taylor, so, anyone who might want to hire me should consider finding out more about, oh, Depeche Mode or the Black Keys……stick more to blues and we’ll be fine.
Firing the perogie for what he said in an online forum. He had no idea. There were no policies regarding this or blogging or participation in other online forums. Listen to what employees might be saying (if you can) but be very careful on firing, confronting individuals, etc. Do not misconstrue an ad hominem attack with libel or a statement that might damage the company.
Modern Technology, Social Mediaand the Social Networked Business Tish Grier Social Media Specialist Easthampton, MA 413-265-1500
A few facts about Tish Grier Pioneer and Innovator in the use of online social networks for • Crowdsourcing intellectual research • Volunteer recruitment • Creating new forms of journalism • Public Relations; Cross platform promotion to drive traffic and participation • Marketing and community building • Editorial blogging • Professional blogging for conferences and events • Freelance writer-journalist
Businesses respond to socialnetworks and increased info sharing
3 key areas of your business affected bysocial media and social networking • News and Information • Marketing and Related Functions • Human resources
People get news and information about your local business…47% mostly on the Internet29% from print newspapers 2% go to newspaper websites22% from word of mouth from family& friends
Sex distribution of social networking site users in 2008 and 2010
Age distribution of social networking site users in 2008 and 2010
In 1996, only 8 percent of individualssaid they couldn’t live without the InternetIn 2011, 98 percent of individuals said they could not go 24 hours without checking Facebook
In Marketing, it’s all about the Voice of the CustomerIf the customer has a voice, then you need a voice, too.
Is there an ROI for Social Media?• YES! However…before you begin…• Determine where you want to start your social media• Have objectives and/or reasonable goals• Create benchmarks• Know your website stats before you start• Combination of tracked data and outcome data not directly linked to your social media program
Connundrums for Human Resources• If it’s on the Internet, it’s public information, right?• Beyond the usual Background Check.• What’s a Social Media Policy?
A reasonable expectation of privacy• Attorney Catherine Crump of the ACLU said in a statement: "Its an invasion of privacy for private employers to insist on looking at peoples private Facebook pages as a condition of employment or consideration in an application process. People are entitled to their private lives."
Facebook advises against asking for passwords• As a user, you shouldn’t be forced to share your private information and communications just to get a job. And as the friend of a user, you shouldn’t have to worry that your private information or communications will be revealed to someone you don’t know and didn’t intend to share with just because that user is looking for a job.• Employers also may not have the proper policies and training for reviewers to handle private information. If they don’t—and actually, even if they do—the employer may assume liability for the protection of the information they have seen or for knowing what responsibilities may arise based on different types of information (e.g. if the information suggests the commission of a crime).
Help employees understand their role in the social space• Create a social media policy• Inform employees of limitations on pictures and liabilities of discussions about the workplace• Help them understand how to protect their rights and privacy as much as limit the company’s liabilities• Consider other kinds of social media participation as well• Remember: you cannot control employee actions outside of the workplace