Tag Archives: conversation

7 Traits That Define A Company’s Business Culture As Social

What defines a Social Business CultureThis last week I was involved in a few conversations that surrounded businesses that are on social media, more specifically those that either are executing it well and those that are just there. It got me thinking about the millions of brands, both large and small that have a social presence, yet clearly do not have a corporate culture of social within their organization. As I pondered this, I also thought about our organization that not only lives in social, but was born out of a social media agency and used this as our guide.

Since many large brands are now in social media and easily garner large audiences due to their prolific branding and massive advertising budgets over many decades, it is important to point out that MOST have anything but a corporate social culture. In fact many of the larger brands we all know around the world have some of the worst social media marketing execution. I am not talking about just the epic fails we read about from these massive corporations, but even their daily social media activities are a slap in the face toward what any experienced social media professional knows about this space.

For this and many other reasons, I personally avoid large brands online. I stay clear of their noise, self-promotion and other social marketing efforts. If I based my shopping on their lacklustre social media marketing and poor engagement, I would never be able to bring myself to visit many stores. But I digress.

Rather than detail all the failings of brands within social media, we decided it might be far more helpful for many small and medium brands to develop a list of traits that are displayed by brands that have created and fostered a corporate culture of social within their business. We got feedback from our awesome community as well and are including their thoughts on some of the traits.

Though this is not an exhaustive list, we believe it embodies the large bucket items that define what a social business is.

7 Traits That Define A Company’s Business Culture As Social

1) Priority Top Down – Bar far, the most important trait that establishes social into a business culture is top down leadership. When the executive team at the top make a clear commitment to social media, done properly, it becomes clear to everyone inside as well as outside that organization. Without embracing social as a corporate priority, social media departments are clearly handcuffed and it shows. Empowering teams around social from the very top of your business not only unleashes the other traits in this post to be free to execute, it mandates the traits into every member of the company.

Tangent – Just last week on a call with our CTO (Chief Technology Officer) going over our development priorities, we were discussing something an existing Bundle Post user brought up that they really needed. Our CTO said “Well that is a current customer that has a strong need, so I think that should be a priority.” Adjustments were made to the priority list accordingly because our entire leadership has a social focus.

When the leaders of an organization have a commitment to and then drive a social culture, nothing but good will result.

Tiffany Keuhl

Keri Jaehnig

Ben Risinger

2) Consistent Communication – A social business culture isn’t just ON social media, they continually communicate internally their social priorities, what those priorities mean and how they are expected to be executed.

Timothy Hughes

Nancy Kenney

Tabatha B

3) Transparency – A social business doesn’t hide their mistakes internally or externally, instead they admit to them quickly and take steps to correct them. They don’t pretend to be perfect and portray a sense of reality of their business that is human and approachable.

Brian Vickery

Bryan Kramer

4) Responsiveness – It’s true that people want to know they are being heard, but even more importantly, they want a response. Social media is social AND media combined. When a brand has a presence but doesn’t respond to the good, bad or otherwise, people feel that they are not heard. Even worse they are made to feel they and their issues don’t matter to the brand. When a brand is responsive to their customers and prospects on social media, and do it in a timely manner, the opposite impression is made. Brands that truly understand this and have a social culture in their organization build life long customers.

SherylBionic

5) Sincerity / Authenticity – It’s one thing to go through the motions, it’s another thing to actually care. When a company has fostered a culture of social in their organization, every team member has sincerity and authenticity in what they do. Customers are never left wondering if the brand cares. It shows through the way the brand conducts their social media efforts.

richtatum
RebeccaC

6) Empathy – Social businesses teach empathy within their organization. It is a priority that all levels of the organization understand the plight of their customers before and after the sale. This means that the business educates its teams on the pain points their customers have, how their products and services ease those pains, but most importantly the importance of the customer later in the relationship. Not just the ongoing revenue opportunities down the road, but the utter importance of handling that customer properly when they have a problem.

chloe

7) Customer Priority – The social business doesn’t necessarily believe that customer is always right, but the customer is definitely a priority in the business culture and it shows.

What we find so interesting about these traits is that they are the same traits that any successful business should deploy. What I mean by that is, if the social media element was removed, the leadership, customer centric empathy within all of these traits are what great businesses have been doing for decades. Instill them in your social business culture as well and the effectiveness of your social media marketing efforts will breed loyalty, revenue and sales growth beyond your expectations!

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Filed under Social Media, Social Media Marketing, Marketing, Engagement, Buffer

Part 2 – 18 Amateur Social Media Marketing Mistakes To Avoid

More Amateur social media mistakes to avoidIn Part 1 of our series on Amateur Social Media Marketing fails, we covered some of the more common mistakes we see on a daily basis. We are continuing our series with an additional nine mistakes that you really should avoid.

Again, we want to reiterate that this post is specifically for those that are using social media for marketing. We also want to restate that there are no steadfast rules to social media marketing, just best practices.

Everything in this post is designed to educate you on things that you may want to avoid and provide you with the details as to why.

 

Here are the 9 additional amateur social media fails:

10) Inviting Followers to Connect Somewhere Else - Someone walks into your store and someone on your staff tells them, “hey, it would be great if you went to our OTHER location on 5th street.”  How well do you think that will go over with your customer? If you wouldn’t do it real life, don’t do it in social media.

Your new connection has connected with you where THEY wanted to. Make the connection valuable and interesting enough for them to WANT to visit your other connection points.

11) Not Following Others - You’re so cool that you don’t care about anyone else but yourself? #FAIL When I see a social account that has thousands of followers/friends, yet follows very few of them back, I run!

There are typically only three reasons that they do this:

a) They’ve purchased friends/followers/likes to appear important.

b) They think they are really important and it’s all about them. (they don’t care about anyone else)

c) They have no clue about social media marketing -or- relationships.

12) Mass Event Invites - So you have a new event and you want everyone to be there so you click to invite people on your friends list. STOP! It is more than acceptable to invite people to your event that you have a relationship with and/or are in the city/state of the event you are promoting, but mass inviting your entire “friends” list is a huge fail.

Would you send invitations to everyone in your address book to a local Christmas party you are holding at your home?  If you answered yes, we really need to talk…

13) Cold Facebook Page Invites - Nearly identical fail to number twelve is mass inviting people to you or your clients Facebook page. If we had a dollar for every time we had been invited to like a page for a company that is thousands of miles away from us, about a product or topic we have no interest in, or from a person that has never engaged with us in any way, we would be driving a Bentley.

Build relationships first and earn the right to pitch what you do, your other social properties and events, etc. – And for the love of everything that is Holy, target your invites to people who are geographically or demographically appropriate! (*takes deep breath)

14) Cold Group/Community Invites - Groups and communities are great for some people and niche topics, but remember that many others don’t think so. Before you invite someone to your group or community, be sure they want to be in it. Recognize that the notifications and noise that many groups generate are much more than individuals want every day. It’s not about YOU!

Build relationships with people you would like in your group and ask them if they’d like to join. Randomly inviting people to your group is such bad form and annoying to most. You’re showing your newbie again.

15) Falling Asleep - Ok, not literally, but figuratively. The best way to kill your social media engagement is to not respond when mentioned. On the same note, the slower you DO respond, the less effective you are going to be.

16) TrueTwit Validation - Probably one of the biggest Twitter newbie fails is TrueTwit. Imagine starting out a relationship with a new connection telling them that you don’t trust them and you are also too lazy to look at their bio to determine if they’re real or not. THAT’s what you are doing by using the TrueTwit app.

Read more on the fail that is TrueTwit click here

17) Klout Focused - So you got Klout game? So what… We suggest that you spend far less time focusing on your Klout score (which can easily be gamed and has no relevance to your social media marketing skill, ability or results) and focus your time on actually getting real results.

Because you have a number that makes you feel important, does not change your pocketbook. Focus on real results and the things that you should be doing to get them.

18) Cluster Posting - Since social media marketing is not your “real focus” and you’re awful busy, posting 22 pictures in a row on Instagram every morning, 14 Twitter posts that same hour and 8 Facebook posts that afternoon makes sense. At least you got your required number of posts done today, right? Not so fast.

Cluster posting as we like to call it is kind of like the person at the dinner party that never shuts up, takes over every conversation and makes everything about them. Don’t be that person. Spread your posts out across the entire day, every day. Do it consciously, with intent. You’ll lose less connections, frustrate fewer people and most importantly get way better results!

Wrapping It Up

You really need to understand the why surrounding what you are doing in your social media marketing, not just the what. Understand the effect your activity has on your connections and the things you should really avoid doing. If you are just doing something because you saw someone else do it can be a recipe for disaster.

What stood out to you in this series? Is there anything you disagree with?

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Filed under Engagement, FAIL, Followers, influence, Marketing, Relationship, Results, Social Media, Social Media Marketing, Social Selling, Strategy, Twitter

18 Amateur Social Media Marketing Mistakes To Avoid – Part 1

Social media marketing isn’t rocket science, however there are an incredible amount of details, nuances and procedures that not only take time to understand, they’re changing on a daily basis. If you’re using social media for marketing, you are constantly bombarded with tools, activities and methods from thousands of people. Without knowing, we often replicate what we see others doing without regard for that persons experience, methodology or effectiveness.

This post is designed for anyone attempting to use social media for marketing. If you are a happy social networker that could care less about the marketing elements of this space, this is definitely not the post for you.

Amateur social media mistakes to avoidThough there are no specific “rules” to social media marketing, there are best practices, methods or procedures that are considered to be proper etiquette or conversely, actions that are just plain amateur. You are free to use social networks in any way you choose, but you need to understand that the activities you employ and the conduct you display says an awful lot about you, your experience, professionalism and real understanding of what social media marketing is.

One of the most frustrating things about some of these mistakes is that many that claim to be social media experts, consultants and coaches make them every single day. It never ceases to amaze us how when the inexperienced are leading the less experienced, a large population of ineffective marketers result.

In an effort to avoid furthering ineffective activity, we have put together a short list of amatuer mistakes that we see on a daily basis. Following are the first nine, which represent some of the most common newbie mistakes we see all too frequently.

Are you making any of these amateur social media fails?

1) Automated DM Pitch - We just met (connected) and you’re already trying to take us to bed? Date a little before doing beginner things like this.

2) Spam Tagging - Don’t tag people in posts that pitch your stuff or link them to your blog post. Just like in the real world, you need to EARN the right to share your stuff.

3) Group Tagging - I know you’re busy, but there’s nothing at all personal about tagging 12 people in a post to thank them all at once for sharing your post. This not only won’t build a relationship with any of them, it won’t make them want to share your stuff much longer if they’re simply grouped up with a bunch of others.

4) Keyword Spam Tagging - This is one of the biggest social media marketing fails of all. Searching for a specific keyword/phrase used in posts on a social network, then based on the keyword, tagging the account in your sales message.

Social media requires relationships and conversations. If you don’t know someone who is using a keyword or hashtag or have not yet built a relationship with them, it’s no different from sending cold spam emails. Don’t do it!

(BTW – we ALWAYS report and block for spam like this)

5) Automated Engagement/Responders - Social automation is required to be effective and efficient. However, automating “engagement-like” messages to your stream is simply amateur and everyone can tell it’s automated. It’s like being in the first century and screaming into a crowd that you have leprosy. Nobody wants to be around you.

6) Automated “Newspaper” Posts - Lazy much? Automating these useless things to your stream and tagging people in them provides what value?

Posting that something someone tweeted was so good you added it to your “rebel page”? Really? Why would I want it there and not shared or RT’d on the platform in which I posted it. If you think you’re doing anyone a favor, you should think again.

7) Automated “Top Influencer” Posts - This one seems to be used most by folks that have no strategy and really put little effort into their social media marketing. Tagging people who you never engage with in order to claim how cool, influential or engaging they are isn’t very helpful to anyone. In fact, everyone knows it’s automated and you never engage or do much else on social media anyway. We don’t recommend it.

8) Cryptic Bio - Imagine going to a live networking event and you meet someone for the first time. You ask them what they do and they avoid the question or give you a lot of cryptic gibberish. Trust is immediately in question and you will tend not to engage in a conversation with them much further.

Be clear and tell people who you are and what you do. This builds initial trust and will increase social selling opportunities that come to you automatically.

9) No Name In Bio - People connect with people, not small brands and logo’s they’ve never heard of. Now we know you are very proud of your company and want it to be huge like Starbucks or Pepsi, but you’re not yet. So treat your Twitter profile as if you are attending a live networking event. You wouldn’t put “ABC Company” on your name tag, would you? Tell people your name so they can connect with a human. Do it right and they’ll want to know what ABC Company does.

We continued with Part 2 of our post and you can Read Part 2 now. In the meantime, consider these 9 best practices and upgrade your executional efforts to things that will actually get real results.

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Filed under Engagement, FAIL, Followers, influence, Marketing, Relationship, Results, Social Media, Social Media Marketing, Social Selling, Strategy, Twitter

Social Media Conversations That Become Leads

Conversations within social media is what builds relationships. Those resulting relationships are what lay the foundations for real results like sales, revenue and customer acquisition. But the question I hear most often is “How do you get into conversations that become leads?”

Social media conversations that become leadsOne way to get into conversations is to simply start them with others. For brands this is an infinitely more difficult task given the resources required, the restrictions of certain social networks and simply time. This doesn’t scale well and therefore is often only a small part of a social strategy long-term. Starting conversations with your target audience is effective, but requires massive resources to pull it off with anything resembling return on investment (ROI).

Another and more frequently used approach to starting conversations is something I call luring.

I frequently use analogies to correlate social media marketing to things that most people already understand. I find that many comprehend some of the complexities of social media much better this way. So let’s look at social media engagement or social selling as fishing.

Lure, luring, fishing. Get it?

If you agree that “Content leads to conversations, conversations build relationships and relationships result in ROI“, then we can equate content to a fishing lure and getting a bite on the line as a conversation. The reason for a fishing lure is to attract and catch fish. Different sizes and types of lures are designed to attract different types and sizes of fish. Therefore the right content, created and curated (the lure) in your streams will attract a certain type of prospect and therefore increase the chances that they share, comment or like the content you post (the bite).

Furthering our analogy, if you don’t cast enough times on the day you are fishing, you greatly reduce your chances of getting any bites. Casting your lure into the lake only a few times will likely result in no fish being attracted to your lure. You have to keep casting, reeling in and casting again in order to increase the odds that a fish will even see your lure, let alone be attracted to it. This is why having enough consistent, relevant, valuable content in your streams is so important.

This gets even complex when there are numerous types of fish in the lake, but you’re only interested in catching a specific kind. Now you have to consider WHICH lures (content subject matter) are best to attract that specific type of fish and also how many times you need to be casting and reeling in your lure each and every day in order to get a bite. If you want to attract fish that have a higher propensity to engage with you from the content you post, focus on curating content that highlights the challenges that your product and service solves for your target audience.

5 Social Media Ways To Foster Conversations With The Right Audience -

  1. Enough Posts (Casting) – social network users are logging on and off, and switching from desktop to mobile all day long. If you do not have enough posts all day, every day, you’re likely to be seen less.
  2. Content Type (The Lure) – Whether you are curating or creating content, you need to ensure that what you are posting is relevant and interesting to your target audience. Know what THEY are interested in and post about those topics. This is what will get them to engage YOU.
  3. Crowded Waters – Just because an article is popular or comes from a popular site, doesn’t mean you should post it in your streams. In fact, I would say that in most cases the opposite it true. Sharing content that everyone has already seen, read and shared themselves is hardly an effective strategy. If your peers and competitors are fishing in the same cove of the lake, grab your fishing pole and fish somewhere else where this fish see less of the same lures.
  4. Create Lures – Along with posting curated content, you should also be creating content. Think of this as the experienced fly fisherman that ties their own flies. Know your intended audience (fish) and what they’re interested in and create content that connects their needs, challenges and interests with what you do, without overtly pitching your product or service.
  5. Leads – When you have a “fish on” (conversation started) don’t reel it in as fast as humanly possible. Take the time to expand the conversation around your contact without immediately moving to what you do. Building relationships over time is what gets results. Getting a bite and immediately attempting to land the fish is a great way to rip the hook out and lose the fish altogether.

At the end of the day, social media marketing lead generation is not dissimilar to the real world. Relationships take time and often require many conversations to build trust. Taking the time to earn that trust will open doors to discuss what you do with your connections and turn relationships into leads.

If you’re having the right conversations with the right connections, your conversations will become leads.

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Filed under Brand, Community, Content, content creation, Curation, Engagement, Marketing, Relationship, Results, Social Media, Social Media Marketing, Social Selling, Uncategorized

1 Easy Way To Increase Social Media Engagement Right Away

There are a few things we know about most human beings. Things that make us human and also extremely unique in the animal world. We are certainly creatures of habit we both consciously and unconsciously migrate toward the path of least resistance and embrace activities that make us feel good inside. We also avoid things, activities and people that hurt our feelings consciously or even unconsciously. These unique aspects about people also correlate with our online connections and relationships.

Increase EngagementThis came up Monday on one of my Facebook threads where I posted about sneezing and subsequently popping my neck and back out. Yes, I know I am old, let’s move on shall we? :-)

In this thread, my good friend Rick Cooper made a comment of – “Rick Cooper – Is there anytime you don’t have a computer or mobile device at your fingertips Robert? You’re the fastest responder in the West!” To which I replied, “Robert M. Caruso – When I’m asleep Rick Cooper. Social media is real time. When people comment it’s because they are there, right then. The best way to get fewer comments on your posts over time is to lengthen the time you respond. Guess the best way to get more engagement over time?”

Social Media RespondingHere’s the full thread.

Whether you are consciously aware or not, you are gravitating to people that spark a good feeling inside your being. People that are helpful, like-minded or provide you value and insight that you connect with. You are also often unconsciously avoiding people or situations that make you feel uncomfortable, unvalued or hurt. With the higher frequency of social media interactions as compared the number often experienced in real life, the life cycle for feelings, good or bad about a specific person or situation are often much shorter. In other words, we do way more online in terms of interactions than we are able to in real life.

Social media is real-time. What I mean by that is that just as in an offline interaction, it is happening right then and each comment/response cycle is not typically spread over days, but happen in the instance the first communication begins. In social media however, some tend to extend the interaction cycle over an extended period of time by not responding to comments on or shares of their posts.

The easiest way to increase social media engagement over the long term is to be in the present.

It is extremely important to understand the parallels between social media marketing and the real world and the subtle dynamics that make the difference. If in fact social media marketing is real time, responding and engaging in real time is extremely important. The fact that someone is commenting on or sharing one of your posts, right now, means that they are present and available, RIGHT THEN.

Unless you are a celebrity that millions are following and hang on every post you make, all the while knowing that you’re likely never going to acknowledge your fan comments, shares or presence whatsoever, you should be, just like in real life. You see, most people have a genuine expectation to be appreciated and recognized when complimenting, commenting or otherwise “helping” someone else. It’s human nature.

Think about it. If you spoke to someone at a party and they didn’t respond, or if you introduced them to someone interested in what they do for a living and they stepped in front of you and pretended you didn’t exist, would you engage that person or share their business card again? Most people that are willing to be honest about their feelings would have to say they wouldn’t.

So the best way to increase social media engagement is to respond in real time. By doing so, you put a few things into motion in your community that make a massive difference over the long term;

1) Feel good – Everyone feels good when they are acknowledged. Doing it in real time increases the chance that they will engage more at that moment, and more importantly, engage you again in the future.

2) Appreciated – When you feel appreciated by someone, you desire to be around them more and know more about them. You make your audience feel appreciated when you are there and responding when they engage with you or your content.

3) Repetitive – In keeping with what we know about human beings in the opening of this post, we know we can subconsciously create repetitive actions with people by making them feel good, appreciated and like you are always there when they are.

People repeat activity that makes them feel good. Responding in real time, when your audience is there and engaging makes this possible.

In our next post we discuss 4 Ways That Reduce or Kill Social Media Engagement Over Time.

 

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Filed under Community, Content, Engagement, Facebook, Marketing, Relationship, Social Media, Social Media Marketing

The Two Biggest Challenges Faced By Social Media Marketers [SURVEY REPORT]

As we continue our series from the survey we conducted on social media marketing, the question of overall challenges is the focus. We asked hundreds of social media marketers, agencies and brands what are the two biggest challenges they face with their social media marketing efforts. We were somewhat surprised by the top two answers and think you may be as well.

We asked what are: “The two biggest challenges I face with my overall social media marketing is?”

2 Biggest Social Media Challenges

 

A total of 36.5% of respondents said that Engagement and Sales/Revenue were the two biggest challenges they face with their social media marketing. We found it very interesting that some of the very things that impact both of these key result areas the most were ranked much lower. The key areas that ranked lower were Time, Relationships, Clicks, Content Curation and General Results.

Time 13.68% : Not too surprising is ranked number three is the challenge of time. We all know that social media marketing is very time and human intensive, but where you’re spending time or where you aren’t spending it, is the important part. We have found that most social media marketers spend most of their time on back office functions, not the front office functions that actually result in the two biggest challenges of Engagement and Sales/Revenue.

If your time is spent managing, scheduling, editing and hashtagging curated and marketing posts, you have less time to have conversations, build relationships and engage. These are the things that result in sales and revenue, therefore adjusting where you spend time by using the proper tools, such as Bundle Post is imperative if you wish to impact the Engagement and Revenue of your social media management.

Clicks/Traffic 12.82% :  Now this one is often a challenge to figure out for some. There are several distinct reasons or combination of reasons for this to be a challenge for a social media marketer. Sometimes it is just one of the reasons listed below, but more often than not, it is a combination of several that result in little click-through traffic coming from marketing efforts. Here are a FEW reasons why this tends to occur and questions you should ask yourself.

  1. Lack of -or- Improper Strategy – Do you truly know who your audience is and what they’re interested in?
  2. Lack of Topical Thought Leadership – Are you posting topical content that drives your audiences interest or are you mainly retweeting or sharing content others are posting?
  3. Lack of Consistency or Volume – Are you scheduling social media posts everyday, all day at the appropriate levels, or are you sporadic, inconsistent or not doing it at levels that are even being noticed?
  4. Lack of Value – Do your posts provide selfless, relevant value to your target audience on a consistent basis?
  5. Not Enough Marketing – Are you sharing 10% to 20% of your posts that market you, your company, products or services, or are you rarely even mentioning your online properties, content and landing pages?
  6. Too Much Marketing – Are you posting primarily about you, your company, products or services?

These are some of the reasons that none of your friends and followers are clicking through to your website, content or offer pages. Understanding that you have to first provide value, get into conversations and build relationships in order to get traffic and clicks is extremely important. Simple conversations create interest that can get a connection to have more interest in you or your brand. Many times those conversations cause a connection to even read your bio and click to your site contained within your profile. Get into conversations with your target audience about anything THEY are interested in and see what happens to your clicks and traffic.

General Results 5.13% : We think that Engagement and Sales/Revenue would fall under this category as well, but we did not want to assume and add it to the top two challenge numbers. We also believe that Clicks/Traffic and Relationships are also under this heading, therefore we will leave this challenge as it is.

Relationships 4.7% : Relationships in social media are created through conversations, just like in the real world. Often times the reason relationships are not being forged is due to too few conversations with the proper people. If you are finding that relationships are one of your big challenges, I suggest that you take a look at these three areas:

  1. Your Target Audience – One big mistake people make is that they build communities that are not their target audience. Often the like, friends and followers many marketers attract are that of their peers and competitors, not their prospective customers. Be sure you know who you are trying to reach and connect with them, not your peers.
  2. Your Content Strategy – Another error made on the relationship front is content strategy, especially when you are missing on number one above. If you have not clearly defined who you are trying to reach, you are definitely going to be off on the types of content you are curating and creating for your streams.
  3. Where you Spend Time – Be sure you have the proper tools and processes in place. If you’re spending time everyday curating content and not engaging with your target audience, you will be hard pressed to establish relationships easily.

Follow this formula – “Content leads to conversation, conversations build relationships and relationships result in ROI.” – Get each step down properly and you will see a massive improvement on the quantity and quality of relationships you develop within the social graph.

Content Curation 3% : The biggest shock to us was Content Curation falling to one of the lowest challenges facing the hundreds of social media agencies, brands and marketers that answered our survey. Why? Well if people truly understood this challenge and had it under control and managed properly, we would not see Engagement and Sales/Revenue as the top two challenges. Proper content curation, with the proper topics/strategy, at the appropriate volumes will spark engagement, sharing and conversations. It’s where everything starts.

Adding content creation, proper levels of marketing your products and services, along with the all important strategy work is imperative to achieving social media marketing sales, revenue and ROI. All of this must be approached at the selfless value and relationship level if you’re going to be successful.

Here are the previous Survey posts in this series:

The Top Social Media Dashboards And Tools Marketers Use [SURVEY REPORT]

The Importance And Challenges Of Social Media Content Curation [SURVEY REPORT]

Where Social Media Brands, Marketers And Agencies Spend Their Time [REPORT]

 

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Filed under Brand, Content, Curation, Engagement, Followers, Marketing, Relationship, Results, Retweet, Social content management, Social Media, Social Media Content, Social Media Management, Social Media Marketing, Social Media ROI, Strategy

50 Random Things I Have Learned About Social Media Marketing

After years of being in this industry, I have seen a lot. Changes, improvements, trends and scary little secrets that still tend to shock me even though I should be numb to it by now. Though I have never read a book or taken any classes on social media marketing, I sure have done a lot of it as an individual, then an agency and now as a brand.

50 Things I've Learned About Social MediaI have decided to create a list of 50 things I have learned about the industry. They are in no particular order and by no means is this a complete list. Just some things I decided to jot down that I believe might be helpful for our readers. I think you will find there is something directed to the beginner, all the way to the industry professional. Some are simple truths you may already realize and others are opinions I have formed through thousands of conversations and connections over the years.

50 Random Things I Have Learned About Social Media Marketing:

1) Social Media is a marathon, not a sprint.

2) You will make mistakes. Embrace them and move forward.

3) Consistency is the most important thing over the long-term.

4) Curating topical content is important.

5) Relationships do result in revenue.

6) Most have no idea what they’re doing.

7) Consultants and speakers are going to kill this business.

8) Do not listen to Social Media Marketing Celebrities.

9) Social media is really hard when done right.

10) A majority of social media marketers connect and engage with their peers and competitors, not their prospects.

11) The last thing we need is another social network.

12) Helping others selflessly is rewarding in and of itself.

13) Automating anything directly to your streams is not effective.

14) Using TruTwit to force new connections to prove they’re human is a beginner epidemic.

15) Most industry apps and tools are created by people who have never successfully done social media marketing.

16) Other than keynote speakers, many travel to and speak at events at their own cost/expense to pretend to be important.

17) Facebook leadership doesn’t have a clue what their customers really need and want.

18) The more immediate you respond to new comments, follows and engagement, the more likely you will get more.

19) Content isn’t king, getting real results is king. Content is part of the process.

20) Don’t pay attention to what industry “leaders” say, just watch what they do.

21) Quantity AND quality matter. It’s not an either or, but BOTH.

22) The proper tools are required. Too many people frequently try all the new tools as a distraction in order to avoid doing what they know they need to do. This is counterproductive. Find tools that solve your biggest problems ONLY, then execute with them.

23) Many social media “professionals” are arrogant and impatient with newbie ignorance or mistakes, instead of helpful.

24) The people in the industry that have the least experience, knowledge and skill call themselves Experts, Ninjas and Gurus.

25) Social media marketing changes weekly.

26) A proper social media strategy is required if you expect to get results.

27) Big brands are the worst at social media marketing. They don’t do it properly and they don’t have to.

28) Don’t pay attention to or try to replicate what big brands do in social media.

29) There is only one steadfast rule in social media – DO NOT SPAM!

30) People connect with people, not brands or logo’s they’ve never heard of. Humanize your brand.

31) SMB’s need to leverage personal and business social accounts to be most effective.

32) Most SMB’s should stop spending time and resources to learn from “experts” and hire a qualified social media agency.

33) Your mobile device must be deployed in real-time with your social accounts if you want to be successful.

34) Google Plus is NOT a replacement for Facebook, nor will it “kill” Facebook.

35) If you are holding or attending more than 2 Google Hangouts on air “shows” per week, you may need to evaluate your bank account, time management and priorities.

36) Most social media “consultants” are broke.

37) Most social media marketers don’t post frequently enough.

38) A blog is not required for every business. Content creation is required for every business.

39) Only retweeting or sharing other people’s status updates isn’t a strategy.

40) Posting quotes everyday isn’t a strategy.

41) Most marketers have not spent the time to clearly define their target audience and what drives them on social media.

42) The only place that “If you build, it they will come” works is in Hollywood.

44) Effective social media marketers don’t take nights and weekends off from engagement.

45) Social media is the center of online digital marketing efforts. Integrate it into everything you do on and offline.

46) Proper social media marketing that gets real results, cannot be hired for $50/mo.

47) There are a ton of classes and content about how to do social media marketing. Be careful what you read.

48) Most social media agencies are solopreneurs that are great at social media marketing, but need help at making it a profitable business.

49) Social media is like a parallel universe to the real world. What you would never do at a networking event, you should not do in social media.

50) Analysis paralysis will stifle your social media results. Do more, analyze as needed.

Again, this is not a complete list of what I have learned, just a random compilation that crosses all aspects of the industry. What have you learned?

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Filed under Brand, Content, Curation, Engagement, Facebook, Google Plus, Marketing, Relationship, Results, Social Media, Social Media Content, Social Media Marketing, Strategy

How To Know Your Social Media Content Strategy Isn’t Working

Determining what isn’t working within your social media marketing strategy is imperative. Your content strategy is often one of the areas that is off, and the reason your efforts are thus far in vain. If you don’t have a proper social media content strategy it will affect the rest of your social media marketing results. Identifying the key indicators pointing to what’s not working is extremely important.

Social Media Content StrategyWhat are a few of the signs that the content strategy you are using with your social media marketing isn’t working?

1) No Shares – One of the biggest things you should be seeing that will validate the topics and content you post about are shares. If you’re not getting a fair amount of RT’s and shares of the content you curate, post and create, your content strategy is missing the mark.

2) No Engagement – When your community likes and comments on the content you are posting to your streams, you can infer that the content types and topics you are posting about is resonating. But lets be very clear here. I said likes AND comments. A subtle thing many miss is that likes without comments is not a good indicator of relevance. You’re looking for both likes and comments that show your content strategy is connecting with your audiences interests.

3) No Clicks – One thing that is often overlooked is the measurement of traffic to YOUR websites, landing pages and content. When you have nailed a curation and creation content strategy, you will be providing consistent content that resonates with your audience and opens interest in content you create and more importantly an openness to investigate what you and/or your company actually does. If your social media posts about you and your services aren’t generating traffic, it’s a good indication that nobody cares what you post.

4) No Leads/Sales – At the end of the day, social media marketing needs to be about results. It needs to be about more than just clicks, engagement, likes and community size. If your content strategy is working and you have speaking to the proper audience with the content you curate and create, it will lead to conversations and then relationships.

Earning relationships should be your focus from the beginning. Providing selfless value through content posting, content creation and shares will open conversations with your community. As those conversations increase, relationships are formed, thought leadership is established and relationships grown. Through those relationships you will also generate inquiries, leads and revenue.

If you have the proper content strategy in place and are doing the proper activities surrounding what you post, likes, comments, conversations, clicks, traffic, relationships and sales are the result.

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Filed under Community, Content, Curation, Engagement, Marketing, Relationship, Results, Social Media Content, Social Media Marketing, Strategy, Uncategorized

The Drastic Difference Between Social Selling And Spam

Social Selling continues to gain popularity as a term and an action within the social media marketing space. Social selling has many definitions, but I like the one by @JulioVisko in a Social Media Today article from 2012 that says “staying connected with your prospects and build a relationship with them that goes beyond a vendor toward a trusted advisor.” The key word here is relationship, not selling, something often misunderstand by online marketers and brands alike.

Correct me if I am wrong, but we are all experiencing an increase in Social Selling VS Spamwhat I consider to be the opposite of social selling, under the guise of the often misunderstood phrase. Many newer social media applications are gaining popularity that purport to “find prospects that need your product/service and automate or suggest responses” that supposedly increase “engagement” and sales. Sounds really good, doesn’t it? Not so fast.

All, if not most of these applications are developed by gear-heads that have incredible programming skills, but little to no social media marketing experience or understanding. What results is the numerous @ mentions we are all experiencing when we tweet a specific word or phrase from brands, marketers and twitter accounts we have had ZERO engagement with. It’s simply a search for and respond with function that fills the social graph with noise, frustration and inappropriate sales messaging that has nothing to do with social.

Recently I had a Skype call with the CEO of one such technology company. The demo and call didn’t go very well as you can imagine, and actually degraded into an argument over what social media marketing actually is. This brilliant programmer’s company has tons of logo’s of major brand customers and news sites “validating” how awesome his technology is, which magnifies the problem even further. The individual argued that it is perfectly fine for brands and marketers to use technology to find “prospects” and @ mention them with a specific offer of their products, even if they have never followed, engaged or connected with the twitter account previously.

Well, I vehemently and respectfully disagree. Where I come from, we call that spam. You know, the unwanted and unrequested direct contact by a person or brand you don’t know, soliciting a product or service you did not want information about. Easily recognized in our email inbox, yet regrettably it is overlooked as acceptable by the inexperienced in social media.

What is social selling and how do you do it properly?

In a word, social selling is relationships. It is derived from connections and conversations within social networks with prospects for your products and services that start and end around building a long-term relationship. It is providing selfless value to your prospect community and earning the opportunity to “pitch” what you do.

Can you target prospects in social selling?

Absolutely you can and SHOULD! Use tools, searches and hashtags to find your target audience or prospects that need what you do, then connect and communicate with them about anything other than what you do. Show interest in them and what they do and most importantly ensure that the content you are sharing is interesting and relevant to THEM, not exclusively pitching what you do.

Social selling and spam are at opposite ends of the spectrum of effective social media marketing.

One is targeted, sustainable and long-term, one is not.

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Filed under App, Brand, Community, Hashtag, Marketing, Relationship, Social Media, Social Media Marketing, Social Selling, Spam, Twitter

Where Social Media Brands, Marketers And Agencies Spend Their Time [REPORT]

We recently conducted a survey of social media marketers, brands and agencies to better understand where they spend their time and the challenges they are facing with their social media marketing. The 11 question survey consisted of multiple choice questions, as well as multi-part questions that asked the respondent to rank their agreement with specific comments/challenges of content, social marketing and curation. With hundreds of respondents completing the survey, we decided that there is a lot of relevant information that others in the industry could learn from, so we will be writing several posts about the data.

For this post, we are going to focus on the main activity and use of time questions we asked.

Question 1:  HOW MANY DAYS PER WEEK DO YOU SCHEDULE CONTENT FOR YOUR SOCIAL MEDIA STREAMS?

This question was crucial to understanding the level of experience of the survey respondents. Those of us in the industry for some time, we understand the importance of consistent, relevant content in all social media streams on a daily basis, all day long. In asking this question we learned that the majority of the survey respondents are heavily active with scheduled social media scheduling and a small percentage of respondents are less experienced.

82% of those surveyed stated that they schedule social media posts three or more days per week. A huge number, no doubt, but what we found most interesting is that a huge majority of almost 66% schedule content five or more days per week for their social streams.

Days You Schedule Social Media Posts

We believe that this information is showing that if you are not scheduling content for your social streams at least 5 days per week, you are likely getting lost in the noise of those that are, or at least you are sitting at your desk everyday manually live posting content to your streams.  These numbers are inline with our philosophy that social media is like a freeway and you have to have enough cars (content) on the road everyday to be seen, let alone effective.

Question 2:  ON AVERAGE, HOW MANY SOCIAL MEDIA POSTS TO YOU SCHEDULE EVERY DAY ON TWITTER

58% of social media marketers stated that they schedule more than five posts per day on Twitter and over 35% schedule more than 10 posts. Given that Twitter is a much more active posting site this was not a surprise.

Twitter is a unique social network in that updates are displayed only at the time they are posted, whereas Facebook for example will display content in the newsfeed over and over based on when users login and how well an update is engaged with by your friends/followers. Since Twitter is void of such an algorithm and posts scroll based on when it was posted, not how much engagement the post receives, posting much more frequently is imperative.

Posts Per Day On Twitter

Posting enough content on a daily basis to Twitter is crucial to growing a targeted audience, sparking engagement and building relationships. You want to be sure that whenever your audience happens to login and check their streams, they see something of valuable and interesting from you. This builds thought leadership, creates opportunities for sharing and conversations, which is what results in ROI.

Question 3:  HOW MANY HOURS PER DAY DO YOU SPEND FINDING, EDITING, SCHEDULING AND POSTING CURATED AND MARKETING CONTENT TO YOUR SOCIAL MEDIA ACCOUNTS?

When we asked how many hours per day these social media marketers spend managing and scheduling content, an astonishing 75% said two hours or more. That’s two or more hours every single day managing curated and marketing content for their social streams.

Hours Scheduling Social Media Posts

The question that should also be asked is, if you are spending 2-5+ hours per day managing your social media posts, what are you not doing that could be getting real results? Engagement, conversations and relationship building are all going to suffer if this much time is required everyday managing scheduled posts and marketing content.

Let’s be clear, you have to have relevant, valuable content in your streams and you also have to post updates about you, your products and what you do in an appropriate mix. If you have little or nothing in your streams, you will not get engagement. Without likes, comments and conversations it is impossible to build relationships on and offline. Without relationships your social media marketing has no foundation and will not achieve real results. It’s a quandary isn’t it?

The challenge facing the social media agencies, marketers and brands we surveyed and the millions of others around the world is that much of the time spent everyday on social media marketing is unproductive time. This survey shows that much of the time and effort doing social media marketing is spent in the back office finding, managing and scheduling content, rather than in conversations, relationship building and other functions that lead to revenue and ROI.

With the thousands of tools and applications on the market that are designed to help with these tasks, why are so many still dealing with this time/effort mismatch? We believe the answer is that most of the tools available aid with some of the curation and scheduling tasks, but few actually impact efficiency enough to make a substantial difference. Therefore, we see the answers to the survey still showing an incredible amount of time and effort being spent in the back office.

Read about 8 new ways content curation and social media marketing just got easier. That’s where Bundle Post makes a massive impact.

In our next post, we will unveil additional eye-opening details of this survey and give you a lot more data on what social media challenges marketers say they have today.

The second second survey report post is now out – The Importance And Challenges Of Content Curation

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Filed under Agency, Brand, Bundle Post, Content, Curation, Engagement, Marketing, Relationship, Results, Social content management, Social Media, social media automation, Social Media Content, Social Media Management, Social Media Marketing, Twitter