Mike’s Points

On Thursday I had the great opportunity to take a short drive north and attend Inforum Michigan’s Jump Start! Social Media Event in Detroit (specifically, Dearborn).

More than anything, the half-day event reaffirmed that there is great regional social media talent right in our own backyard. Who needs Boston, Austin or the West Coast?! While those locales have their own talented professionals, Detroit and the Midwest — including Toledo — can easily hold our own.

Ford’s Scott Monty, global digital and multimedia communications manager for the automaker, was the keynote speaker. I had heard Scott talk at the Module Midwest Digital Conference (a/k/a Module 09) in April, and again, he did not disappoint (not that I was expecting it!).  He talked about his role and that of social media with Ford. He reaffirmed that social media is so much about connecting with people, communicating with them (not to them) and proper upfront planning with goal-setting. I was fortunate to spend a few minutes with Scott in April, and again was glad I had the opportunity to spend a few minutes with him Thursday before the conference began.

The panel and the entire program was moderated by Angela Wisniewski, Web producer at WDIV-TV Local 4 and producer at her AngelasEye.com culture and shopping blog. She did a very fine job introducing the speakers, and asking good questions submitted by attendees.

The panel focused on SEO and various tools in social media.

Pure Visibility Co-Founder & Catalyst Catherine Juon focused on solid basic SEO information. I had met Catherine before as well as mutual following on Twitter. It was great to touch base again and learn more about Google (first known as Backrub, which I now know, thanks to Catherine). Her presentation was mostly low-tech (using a stick up board to talk about good SEO; sorry, no picture), but one that definitely was memorable.

Ingenex Digital Marketing CEO Derek Mehraban focused on Facebook and microsites. I’ve only recently been following Derek (after I registered for the seminar) and it was good to see and hear him first-hand.

MSU Director of Alumni Career Services John Hill focused on LinkedIn, and how he is using it to connect with alumni. He also showed how you can use the same processes for business development, job hunting and searching for potential job candidates.

Finally, there was the dynamic duo of Terry Bean, chief networking officer and founder of Networked Inc. and Motor City Connect, and Charlie Wollborg, chief troublemaker and co-founder of Curve Detroit Advertising, Marketing & Design. Terry and Charlie focused on Twitter. I had briefly met Terry and watched him emcee at Module 09, and was glad to touch base with him again. I also had the pleasure to finally meet Charlie — who is very much like he is on Twitter and in his vlogs.

If you want to check the Twitter stream about #Inforum, do so. I also Twitpic’d a few other images during the event.
Here are some tidbits and information I found of value, of interest and/or just plain memorable:

Scott Monty: Social media needs the support of company leadership. He praised Ford CEO Allan Mulally for his strong support and involvement.

Scott Monty: According to the 2009 Edelman Trust Barometer, 77% of the population trust corporations less this year. But, the public trusts people more.

Scott Monty: In comparing traditional broadcast media with the more one-on-one nature of social media: Would you rather have 1% of 1 million viewers, or 100% of 10,000 viewers? “[Social media] is a chance to bring it (the world) back down to a personal level.”

Scott Monty: Social networking is about how you help others achieve their goals; how you give value to people. People care about themselves and they want to have an impact.

Scott Monty: The tools of social media are irrelevant. Focus on strategy, focus on business goals, and then find tools that fit them. “Tools will always change.”

Scott Monty: In talking about ROI, “What’s the ROI of putting your pants on in the morning? What’s the ROI of using the telephone?” (He also used that comment at Module 09 — still great!) That came up when he was asked about ROI in social media. Essentially, he said, you develop ROI when you set your goals, and then find out how to measure them. Scott also had a great line in talking about the often-quoted site metric of hits: It is “how idiots measure success.”

Scott Monty also gave a pretty good Bill Cosby impersonation in a response to a question of when and how to deal with some types of complaints and criticisms online. Essentially, he said, there are some that you just don’t reply to because you can’t please them. “Social media is like cocaine,” he said, it amplifies who you are. So, you won’t have to respond to some complaints because others will see them for what they really are.

Catherine Juon: Google spiders on your site like words (the best), as well as video and graphics (but those tend to be like dairy to lactose-intolerant Google spiders). (Sorry, I missed what Catherine said one should do to improve those showing up in rankings.)

Catherine Juon: Google, in determining rankings, emphasizes “wisdom of the crowds.” That’s determined by inbound links and how much and what is shared on sites.

Catherine Juon: Google tools include Google Analytics (which I use on this blog) and Google Webmaster Tools (which can help you improve your SEO; that’s a new one for me).

Derek Mehraban: Facebook Groups v Pages: Pages better because of more functionality (similar to CMS), but can’t send a message to all fans like you can with Groups. Derek sees that functionarly being added to Facebook Pages. To get around that in the meantime, become “friends” with all of your Pages fans, and then you can send a message to all of them at once.

Derek Mehraban: Facebook Pages should contain unique content, and be sure to tag photos and videos, as Pages are appearing in natural search results.

Derek Mehraban: Facebook will allow Pages to add to the username rush as of 12:01 a.m., June 28. (See here for details.)

John Hill: 85,000 of the 460,000 MSU alumni are on LinkedIn. John gave a great demonstration of the various ways you can use LinkedIn. I mostly watched and learned; and didn’t take a lot of notes. Just go to LinkedIn and take time to explore, see how you can search for people within your 3rd level network by topic, company, position, geography, etc.

Charlie Curve/Terry Bean: No one really cares what you are doing via Twitter. When you tweet, give value, be a resource, “shine the light” on others (like by retweeting), ask for help.

Charlie Curve/Terry Bean: Grow your followers by following the followers.

Charlie Curve/Terry Bean: If you use a nickname, be sure to include your real name in your bio/profile. It’ll help people find you who are searching for you by your name. Same thought was noted in other social media sites like Facebook: Use your name as your profile; and be consistent with it across all tools.

Charlie Curve/Terry Bean: To find other twitterers in your area or industry, use sites like Twellow, NearbyTweets, WeFollow and Twibs. Another Twitter-related site is Twittionary (which will help you learn Twitter terms).

Like John Hill, Charlie Curve and Terry Bean gave a lot more information than what I took notes on. They did a great job of entertaining while educating.

Again, thanks to Inforum for organizing the event, and all the speakers — who spoke at no cost to Inforum.

-Mike

In the pictures:

Above right: L-R: Derek, someone whose name I didn’t get, Catherine and Angela, listening to Scott’s talk.

Above left: Charlie addresses the audience about Twitter. Terry is to his right.

I’m seriously thinking of doing a series of blog posts about “Media Relations Commandments.” (Or, maybe Public Relations Commandments for the majority who primarily think of trying to generate editorial-type exposure when they think PR. But, that’s another post.)

I — like a bunch of other PR bloggers — received a piss-poor pitch from a large PR agency. The image is the email header and pitch I received. Clearly, by sending yourself the email, you BCC’d the list. With so many tools available to at least personalize emails (I’ve used GroupMail in the past), that’s a entry level or small-time budget effort.

And, there’s no tie in the pitch that the topic has anything to do with what I blog or tweet about. That’s a lazy effort.

If you take 20 minutes to scan my blog, you’ll be able to tell that my blog is primarily opinion. My opinion. For the most part, posts are tips, ideas and links to other items of interest. I rarely do product reviews. And, it should be pretty clear that I do not use suggestions from companies, associations or any PR agency.

Sure, send them my way if you like — I likely won’t use it, but definitely will read it and consider it. IF you should pitch me, at least make the topic of interest to what I blog about.

So, if you are MR-impaired (that’s media relations impaired), let me offer a bit of advice in how to scope out your media outlet targets BEFORE you pitch them (which is another possible commandment):

First, unless you have a new client or a new employee, you should be regularly reading the print or social media appropriate for your clients, or viewing or listening to the broadcast media programs you wish to reach. If you’re reaching out to a new set of media, get subscriptions, visit their sites (for traditional media) and read their blogs.

In addition, you can gleam background information on the media and the right person to pitch by using a tool like Cision, or even LinkedIn. For a blog, read the blog. Even if it’s one that you don’t regularly monitor, spend 20-30 minutes reading posts, searching for terms pertinent to your pitch, try to find the blogger’s profile and see if he or she is blogging elsewhere.

By reading, researching and becoming familiar with your initial targets, only then can then determine if they are “quality” targets — that is, if you think they might be open to your story idea.

-Mike

I was reminded at least a couple times the past week or so of what I like to call the “big Internet ruse” — namely that, if it’s on the ‘net, it’s free. You’re entitled to it.

For disclosure, a month or so ago, Mike Brice and I got into a Twitter back and forth* when I ranted that I wished professional and other photographers would not restrict rights on their photographs — I’m not going to pay for a photo for my blog. For other professional services, yes. My blog, no.

Mike had a good argument that quality photographers should be paid for their expertise — and I agree. However, I can also see value to those photographers for getting additional exposure through blogs, etc., as long as full and proper credit is given.

That’s a marketing decision on their part. I don’t think I’m entitled to free images; I just see more value for the photographers in allowing free use in certain circumstances — given that they are given proper exposure value in return (like a clear photo credit).

Now, I don’t care if those photographers change their minds or not. I’ll get images for my blog elsewhere or just not use any. I won’t lose any sleep over it. And, I won’t do something like start a Facebook group that threatens to leave Facebook if any owners start requiring users to pay.

Description: Apparently if Facebook gets sold then there’s a major possibility that it will turn into a “Paysite”. This is just stupid! Lets all stick together on this one and let them know that we will leave Facebook if they decide to charge us to use it.

Excuse me?

Facebook was free at first, in part I’m sure, to generate and grow membership, and later to show value to advertisers (who are not getting much of a return).

I can definitely see a case where, for free, you get a certain level of capabilities from a site like Facebook. But, if you want more (like more friends, space for photographs, videos, etc.) or if you’re a company, then you pay a small monthly or annual fee.

Like on Flickr. You get a good basic level of service. Then, if you want more — like unlimited storage and stats — you pay a measly $25 per year.

The Monroe Evening News’ Paula Wethington, who authors the Monroe On A Budget blog had a couple recent tweets about a reader seemingly being surprised about having to pay for online access to the paper (of course, you have to read the bottom one first, and work your way up):

There’s a, “if it’s on the Internet, then it’s free” mentality prevalent — too prevalent. Newspapers, as partly evident by Paula’s tweets, are suffering from it. They started their content free, and now they’re paying for it. Or, rather, they’re not getting paid for it. (That’s another blog post, though.)

So, am I off in this perception of the “Internet ruse”?

-Mike

*Sorry that I couldn’t find the tweets in that back and forth. If I do, I’ll update this post.

In the local Sunday paper, there was a Bloomberg News Service story about Facebook’s recent influx of cash from Russia-based Digital Sky Technologies, and what that means to Facebook’s total valuation. (I couldn’t find the exact story on line, but here’s a similar one with the below tidbit.)

In that story, there’s this tidbit:

“Facebook and MySpace may have a combined $820 million in combined sales this year, a fraction of the $45.7 billion online advertising market, according to New York research firm eMarketer Inc.”

In that same story, there’s this forecast:

“Facebook generates sales through advertising. The company expects revenue to climb 70 percent this year.”

While that sounds positive for Facebook and I would think advertising on social networks in general, I can’t see where advertising on social networks is the best bang for the marketing buck. CTRs stink on Facebook. And, overall, social network ads get little attention.

If you want to reach social network members, go ahead and advertise for awareness, but don’t spend a lot of money on it or expect a lot of returns. What should you do to market on social networks?

Be social.

Engage.

Connect.

Those are nice words, and let’s look at some ways they can be used:

• Start a page or group — and make it active.  Make sure someone in your business or at your agency is in charge of making that page active. Post information and value of interest to member and potential members — not just about your company or product.
• Engage members by starting discussions; seeking opinions; feedback on product ideas, industry tips, trends, etc.
• Drive membership while showing value to current members or fans with a contest. Consider regular, but small contests that’ll result in beneficial exposure, mentions, testimonials, etc., of your brand.
• Develop and promote a widget that provides value around your company, product or service.

Ultimately, do regular activity that gives value to those you want to reach.

Do not broadcast ads — that’s old-media, one-way communication on new media, interaction platforms. The two just don’t mix.

When in Rome, be like the Romans.

Be social on social networks.

What other ways can companies and associations engage with their audience on social networks?
-Mike

A worthwhile ad, slogan, headline, etc., has three key ingredients:

• It has to be memorable.
• It has to easily convey its message — no lag time in understanding it.
• Its message has to have some type of selling aspect to it — influences your purchase decision.

A lot of the Bud Light TV commercials are great — but they’re little more than entertainment. If that’s what Bud Light is trying to achieve — make you think well of its beer — fine. If that’s not Bud Light’s intend, it’s lost on me. If it is, funny beer commercials don’t make me want to buy beer.

If an ad, tagline, etc., easily conveys its message but it does not have a lasting impression, you have to keep seeing it to keep it top-of-mind when you are ready to purchase (assuming the message registers positively with you). But, like many things, repetition causes us to gloss over things. Go numb to the purpose.

Many years ago, a former employer worked with the Toledo Zoo in its marketing communications. Together, LMG and the zoo developed a great line:

Everybody’s zooing it

And, there were other variations (”the newest thing to zoo” and so on).

It was catchy and memorable, and demonstrated the zoo as an action: If you’re going to the zoo, you’re zooing it. It generated a positive, desirable feel to going to the zoo.

It was the basis for many short-term campaigns. For a time, it even became part of Toledo’s pop culture (see #22). And, of course, there was the “everybody’s zooing it” song. (Archive.org is a great site!)

And, though the Toledo Zoo is no longer using the “zooing” it campaign, it still resonates with the Toledo and area community. This picture (right) was taken from my kids’ elementary school.

That’s a sign of a great slogan.

So, while achieving one or two of the three points above is nice, you’ll miss your mark if you can’t achieve all three points. It’s not easy, but it is necessary.

-Mike

I don’t have a lot of experience in signs. I know some of the basic guidelines, like for billboards (simple message, under five words) and a few others.

What I am pretty comfortable with is the English language — especially in writing (okay, typing).

If you are into signs or any type of similar public display, let me offer a little PSA with a couple “don’ts” for you.

The first one (right) is a simple improper use of apostrophe. Use apostrophe s — ’s — only to show that something possesses something else. Don’t use an apostrophe because you don’t like the way an s looks at the end of a word. Unfortunately, there are plenty other examples of apostrophe abuse.

The other one (below) also is pretty basic mistake. Even my 2nd grade son knows that when you write or read, you do so left to right, or up to down. Not, bottom to top. (If you happen to recognize this one, please know that it was done by a volunteer parent, not the school. And, it was not done by me or my wife. I’m sure the parent put in a lot of time making the door signs and is to be commended for the effort; just not as much on the end result.)

If these little tidbits can save your own “sign language,” I can sleep easier at night.

-Mike

Social media marketing is almost the antithesis of traditional, one-way marketing communication. It’s not about stating how great you/your company is, and it’s features and benefits.

Social media marketing is about show — not tell.

For businesses, associations and commercial-minded individuals, you earn “social capital” by effective social media marketing. (See a good post about social capital and social networks at HorsePigCow.com.)

In social media, you show how great you/your company is by contributing value to those who may be interested in you, your company, products and/or services.

For example:

If you sell pots and pans, help people be better cooks, share recipes, cooking tips & tricks, how to keep them clean, and encourage others to contribute.

If you sell baby stuff, provide safety and parenting resources and information, encourage parents to offer their personal experiences and tips.

If you’re an architect or in the residential or commercial building industry, offer information on the latest trends (LEED, Energy Star, SIP construction, new appliances and building codes, colors, etc.), offer commentary on government regulation that affects your audience, and again, encourage your audience to share their insights — you’ll likely learn something!

And, if you’re like Techrigy’s Aaron Newman, help others learn the value and how to monitor and measure social media. Aaron gave a great presentation at Social Media Breakfast-Toledo #2 on May 1. (See his PowerPoint presentation here, or watch it here. Sorry for the video being in bits and pieces; the Wi-Fi was sporadic at times.)

Other than the brief introduction and the Techrigy logo on the slides, Aaron did not mention or showcase Techrigy’s SM2.

He simply contributed value in an area in which he is an authority.

And, then, at the very end, someone in the audience ask Aaron to show what SM2 can do. (Aaron didn’t due to time constraints for program, but am sure talked with the gentleman and others about SM2 afterwards.)

See, it’s not about tell. It’s all about show.

-Mike

Transparency, authenticity, disclosure, etc., are common buzz words in social media marketing.

To me, those and similar terms are about good ol’ honesty and integrity. Yes, integrity in public relations (or whatever realm you put social media marketing in).

I see nothing wrong with being paid or having other commercial/financial vested interest in promoting a company or group via social media technologies and tools — as long as you disclose your relationship, motive, etc. Heck, I’ve been paid to do it for the better part of the past four years.

Social media marketing is an interesting work process compared to traditional, offline media relations. It has forced PR pros to “step out from behind the curtain” because social media can easily intertwine our personal and professional online personas.

While the content is important, the source is just as important because the source is one way to help me judge the quality of the content and if I want to follow any links (such as content that is tweeted). If it’s a corporate or association Twitter account, for example, I don’t care who’s behind it because it’s a safe bet that most of the content is designed to help the company or association.

But, if it’s a person behind the tweet, for example — whether I know him/her or not — I definitely want to know if the content he/she is tweeting is because of personal or professional interest, or both.

To me, there’s a very basic litmus test to determine when you should disclose the relationship:

If you are being paid, will otherwise financially or somehow professionally directly benefit from a blog post, tweet, etc., you should disclose — even if the topic also is of personal interest.

For me, I am involved in public relations, social media marketing, and other marketing communication activities. I also do freelance journalism work for a couple Toledo-based newspapers. One is the Toledo Free Press. Every so often, I’ll retweet a tweet by the TFP. I do that because I think an article is important and I think others should know about it (others meaning people who may follow me but not the TFP).

I don’t think RT’ing the the paper’s tweets will directly benefit me (and I’ve never RT’ed a TFP tweet that was one of my articles). I guess by helping spread the exposure of the paper, one could argue that I’ll indirectly benefit by the chance that more people will be exposed to its articles, and likely visit its site, which could reinforce to advertisers that the TFP is a sought-after paper. And, if the TFP does well, one could argue that I would benefit.

I haven’t disclosed that I’m a stringer for the TFP in my RTs. Should I? To me, it’s a bit of a stretch that I’ll benefit by RT’ing the paper’s tweets. I also have RT’d the Blade’s tweets. Are those RTs any different?

If you disagree with me and think I should disclose my relationship with the TFP when I RT, please leave a comment.

And what about you: Do you disclose your business relationships with your tweets, posts, etc.?
-Mike