Our worldwide online universe, like its real-world counterpart, is vast and reaches beyond simple comprehension. Companies in the world today must be prepared to navigate and engage with this online universe. They must seek and locate certain pockets of opportunity made up of current or future customers and digest their candid opinions. And when appropriate, companies need to engage in the conversation and share their valuable insights with the intent of endearing themselves with a customer base that wants to be heard and have their opinions and questions addressed. The conversation between companies and customers has truly become a two-way scenario and needs to be taken seriously.
Special attention is required when determining the best way to mine and engage the available information and conversations born daily within the dynamic activity of Social Media websites. For the sake of this document we define Social Media sites as those where conversations take place and opinions are shared in an environment that encourages rebuttal, response or comment. Included are Consumer Generated Media (CGM) sites like Youtube and flickr, traditional blogs like perezhilton.com and theconsumerist.com, forums like flyertalk.com and forums.msn.com, social networks like Facebook and Myspace, Q & A sites like answers.yahoo.com and ask.com, as well as the countless other sites popping up and establishing new categories every day. The one thing these sites have in common is that they encourage – many would say demand – that a broad audience participates in the ongoing conversations. The participating public’s voice is heard, respected, and affects the evolution of each of these site’s themes and overall tone.
Saint Street fundamentally believes in the value of deliberately and confidently entering into Social Media conversations. We define this process as Social Media Engagement, where a proactive action is taken by a representative of a company when they enter into a pre-existing conversation or establish a new one regarding any business-relevant topic.
Saint Street also preaches the utilization of best practices for Social Media Engagement as outlined by Word of Mouth Marketing Association (WOMMA). Saint Street believes the most important of these practices is transparency (while engaging). Transparency is achieved when the company’s engaging representative is candid about who they represent. This should be done by all engagers, from a company’s directly employed staff to agency representatives and field marketers. Companies who are not transparent are perceived as inauthentic and dishonest with their consumers and their actions have shown to negatively affect confidence in their brand and product promise.
For more than four years Saint Street staff has worked with numerous clients who have realized positive results from targeted online engagement interactions. Conversely, we have also witnessed negative results from a multitude of ill-prepared companies attempting to connect with their customer base through Social Media. Lacking the science and discipline of how to engage, their loose efforts have backfired and negatively affected the integrity of their brand and the health of a product or service line. The practice of engaging in Social Media should be undertaken only by those with knowledge of the correct communication technique, and after the appropriate research and planning have been completed.
How to get started?
Before any company can proceed with a successful engagement effort they must first work through a few key steps to set realistic expectations. What follows is a basic set of recommendations those who would internalize the effort. However, we encourage you to partner with a firm that has experience in managing engagement programs.
Spend adequate time researching what your company’s Social Media footprint truly entails. This can be done in a wide variety of ways, starting with leveraging free tools like Google Search/Blogs, Technorati, or licensing social monitoring tools like those offered by Visible Technologies or radian 6. Keep in mind that smaller or newer companies or brands are very likely to have smaller online footprints.
Build a database of the key sites and associated personalities who are actively participating (bloggers, forum participants), paying particular interest to those that seem to be instigating and fueling the conversations. This will give you a head start in determining where to focus your engagement resources when the time comes.
Create a running sample summary of the various types of comments you come across about your company. Use these foundationally to start drafting prospective responses or messages for when you begin your engagement process. Don’t be afraid to turn to multiple groups within your company for guidance on messaging. We have seen groups ranging from investor relations to product managers provide the messaging ammunition for responses.
What you learn online should be shared pervasively throughout your company. Build summaries of where and how your brand or product is being referenced inaccurately and make sure that you make this information available to appropriate groups within your company. Product marketing might be able to shift their messaging and targeting. PR could actively drive stories that help clarify inaccuracies. Corporate executives could address any issues openly through a corporate blog or forum created within their corporate site.
No one person should be asked to take on the whole project of managing reputation in Social Media. With the right people proctoring their specific areas of expertise, and in concert with a larger messaging push including traditional media, you can measurably begin to shift perceptions and opinions about your company.
Through the Social Media evaluation process you and your team will begin to establish a list of resources within your company that you will invariably turn to for support, especially in the early stages of the engagement program. The earlier you begin to inform these resources of a need for participation the better the likelihood that they will make themselves available to you. Providing comprehensive summaries of online conversations that directly affect their department or respective job responsibilities will only help in the recruitment effort. And the larger and busier the company or department, the more advance time will be needed to bring them onto your solution team.
As you move through your audit you should start to establish some baseline metrics to use to evaluate engagement campaign effectiveness. At a minimum you should be tracking:
- Total number of online references
- Percentage positive/negative/neutral
- Specific types of messages i.e. products, brand, corporate relations, etc. (free and license-based tracking services will allow you to set up feeds based on particular product titles, proprietary features, etc. which can help in expediting the metric evaluation)
- Associations with competitors (direct comparisons) and how you stack up. Ideally you should also audit your direct competitors.
- References on higher profile sites versus small audience sites
When it’s time to jump in and engage, what are the best tips to follow?
This set of general recommendations and best practices is a starting place for your engagement strategy. As needed, Saint Street can work with you to establish a special set of recommendations particular to your campaign or program objectives. Lead insights to always keep in mind:
1. There is no perfect science to SM engagement. The practice for brands to interact with customers and consumers online via social media channels is in its infancy; thus, best practices are still being shaped by industry leaders.
2. Successful engagement is never guaranteed. What is guaranteed is that your voice will be heard and your message will be delivered to the people most interested – and relevant – at that moment in time. Now this is only if you have done your research and you build a process for tracking active conversations, especially those which you have entered into.
3. Your plan today may need to shift tomorrow. You have to be malleable. There are so many factors in life that affect public perception of your brand, the category you live in and the economic climate as a whole. So the approach you take today, may not be the approach you should take tomorrow.
Recommendations generated from successful campaigns:
1. Be human
2. Accurately state who you represent
3. Fit in: pay particular attention to the tone of the post you are replying to as well as the site that hosts it
4. Short and relevant posts are key
5. When dealing with an issue or customer service concern, acknowledge the importance of the issue. Perceived empathy is paramount to mitigate elevated frustration.
6. Don’t ignore conversation! Make sure that if an author or other comment replies to what you’ve said, you’re there with a timely and salient response.
7. Don’t sell: leave the hard sell and marketing-speak at home.
8. Don’t talk in clichés and canned sound bites: the more informal, the better. Rest assured, when you submit something quotable, it will end up quoted.
9. When replying to or addressing a specific person’s question, reference the individual by name. Delays exist when adding responses.
10. Prior to adding a hyperlink (to a more in-depth promotional or customer service message) in your post, make sure you are adding value to the participants and readers of the thread. Don’t spam, share info you know they will find RELEVANT …and tread lightly*….
11. Always be truthful
12. Positive, positive, positive
13. Never fight back – and know when to walk away
14. Add value: bring new information, inside details, and specific answers, or point users to great resources
15. Play matchmaker: link or reference third party commentary that is in support of the message you want to deliver
16. Don’t promise what you can’t deliver; bloggers have great memories.
17. What you’re typing is going on the “front page,” so represent yourself and your company well.
If you plan on engaging in multiple threads across multiple sites within the same vertical, make certain that you modify your responses to the various sites so as to not come across like a bot. People like to research engagers so don’t provide ammunition for a damning Google Search.
For long threads consider posting multiple posts into them to help further show an interest in their community and particular conversation – rather than just jumping in and never returning.
When you are able to make an investment of time, audit a site to learn (establishing a sense for tone, personalities, influencers), then follow that up by spending some time participating in strategic conversations before you begin to smartly market a campaign or promotion. The “cred” equity is valuable if you want to ensure making the deepest impact possible. And always remember to be transparent if your efforts are promotional in any way.
*Constant monitoring of tactics like this when seeding promotions, events, etc. is critical. Each web site has a different policy around spam and solicitous promotion, thus tread lightly.
If you have any questions regarding the recommendations provided in this document. Please contact Chris Lohman, Saint Street CEO, at 20
Wednesday, February 4, 2009
Wednesday, January 21, 2009
Saint St. is picking up steam...sorry the blogging has slowed down
Well I've returned to Seattle from a great three-week holiday trip to So Cal. I loved every minute reconnecting with friends and family, and making some new friends along the way.
Upon return, my Seattle friends did reaffirm to me that the weather in Seattle was truly remarkable with more cold and wet than what they would have liked. One friend in particular (Jason C. with T-Mobile) informed me that he was snowbound in his house for 10 straight days. He only left to hit up his local supermarket and local pub - two things no sane man could live without. I love Seattle. Have for 15 years. But I can't wait for it to warm up...it's cold to the bone when it is clear. And when it is raining, well, the rain will affect even the most positive of people. Looking forward to spring.
Saint St. is cooking. Here are some highlights that at this time I can share:
1. PACLAND has named us agency of record. This is especially exciting because I supported them and a big branding effort going back a few years that included yearlong planning, a new website, direct mail, interior signage, major event and promotion development/management, PR/CR, trade association mgmt, etc. The new scope of work is still being defined but it does include planning, campaign development, video production, a yearlong DM drip campaign, sports marketing, PR/CR, a new website and a variety of other components to help the regional civil engineering firm better target developers and architect firms to go along with the outstanding work they do with big box retailers, MSFT, and major developments up and down the west coast. Check them out http://www.pacland.com/.
2. http://www.parentorganizer.com/ is a web application that allows for schools and PTSA's to stay connected on a daily basis with parents and families. Launched in 2001 (I was formerly on their advisory board), they have hired and partnered with Saint St. (we have become minority owners) to help develop PO v.2. The new app will do an even better job of aggregating family calendars and all the various activities that kids and their parents do as they relate with schools and local youth groups. Additionally we are going to create tools so parents can interact with one another and teachers, asking questions, offering advice, dialoging about things that affect them every day. These social network tools will provide even great value to those who use PO and ensure the company is positioned well for growth and expansion. After seven years, the company is going strong thanks to the leadership and vision of founder Kathy Cox who is a near and dear friend and associate.
3. After executing a great World Series promotion with Dioner Navarro of the Tampa Bay Devil Rays (thank you Dioner) and the Boys & Girls Clubs, we are continuing our support of the organization, specifically the fundraising and marketing efforts of the Kirkland Boys & Girls Club. Doug Wozeniak - Executive Director, and Brook Eglin - Marketing and Fundraising Lead, along with the whole staff and board work tirelessly to advance the livelihoods of today's youth. I'm inspired just by walking through their doors, which honestly doesn't happen enough. You can learn more about ways to help them out at http://www.onepositiveplace.org/.
4. Old friend Robert A. Christopfel, CPA is looking to evolve his practice which is based in some of the coolest space in Pioneer Square. We are developing a new identity for him and a paper series and will be installing an eco and visually friendly sign for him on his historic building sometime in early February.
5. On the sports marketing front we are working with a local university and their athletic department as well as a leading golf destination in So Cal...but we can't quite share those stories with you as of yet. Soon we hope.
Now as far as the blog goes, I'm working on some feature articles all having to do with social media and the learnings that I have generated having worked at great shops like Wexley School for Girls and Visible Technologies.
The core themes are as follows:
1. Be Brave and Smart When Marketing and Engaging Directly in Social Media
2. Build the Right Foundation Before Your Company Jumps into an Ongoing Social Media Program
3. Key Lessons When Social Media Starts to Bark Back
As these get penned, I will post them here and share with all. Too many good lessons to not share with folks who intend on making a positive impact in SM. Social media is a great place to listen and learn about what resonates with consumers and is a great medium to add to a smart integrated media program. Tap, tap, tap...
Happy New Year.
CLOW
Upon return, my Seattle friends did reaffirm to me that the weather in Seattle was truly remarkable with more cold and wet than what they would have liked. One friend in particular (Jason C. with T-Mobile) informed me that he was snowbound in his house for 10 straight days. He only left to hit up his local supermarket and local pub - two things no sane man could live without. I love Seattle. Have for 15 years. But I can't wait for it to warm up...it's cold to the bone when it is clear. And when it is raining, well, the rain will affect even the most positive of people. Looking forward to spring.
Saint St. is cooking. Here are some highlights that at this time I can share:
1. PACLAND has named us agency of record. This is especially exciting because I supported them and a big branding effort going back a few years that included yearlong planning, a new website, direct mail, interior signage, major event and promotion development/management, PR/CR, trade association mgmt, etc. The new scope of work is still being defined but it does include planning, campaign development, video production, a yearlong DM drip campaign, sports marketing, PR/CR, a new website and a variety of other components to help the regional civil engineering firm better target developers and architect firms to go along with the outstanding work they do with big box retailers, MSFT, and major developments up and down the west coast. Check them out http://www.pacland.com/.
2. http://www.parentorganizer.com/ is a web application that allows for schools and PTSA's to stay connected on a daily basis with parents and families. Launched in 2001 (I was formerly on their advisory board), they have hired and partnered with Saint St. (we have become minority owners) to help develop PO v.2. The new app will do an even better job of aggregating family calendars and all the various activities that kids and their parents do as they relate with schools and local youth groups. Additionally we are going to create tools so parents can interact with one another and teachers, asking questions, offering advice, dialoging about things that affect them every day. These social network tools will provide even great value to those who use PO and ensure the company is positioned well for growth and expansion. After seven years, the company is going strong thanks to the leadership and vision of founder Kathy Cox who is a near and dear friend and associate.
3. After executing a great World Series promotion with Dioner Navarro of the Tampa Bay Devil Rays (thank you Dioner) and the Boys & Girls Clubs, we are continuing our support of the organization, specifically the fundraising and marketing efforts of the Kirkland Boys & Girls Club. Doug Wozeniak - Executive Director, and Brook Eglin - Marketing and Fundraising Lead, along with the whole staff and board work tirelessly to advance the livelihoods of today's youth. I'm inspired just by walking through their doors, which honestly doesn't happen enough. You can learn more about ways to help them out at http://www.onepositiveplace.org/.
4. Old friend Robert A. Christopfel, CPA is looking to evolve his practice which is based in some of the coolest space in Pioneer Square. We are developing a new identity for him and a paper series and will be installing an eco and visually friendly sign for him on his historic building sometime in early February.
5. On the sports marketing front we are working with a local university and their athletic department as well as a leading golf destination in So Cal...but we can't quite share those stories with you as of yet. Soon we hope.
Now as far as the blog goes, I'm working on some feature articles all having to do with social media and the learnings that I have generated having worked at great shops like Wexley School for Girls and Visible Technologies.
The core themes are as follows:
1. Be Brave and Smart When Marketing and Engaging Directly in Social Media
2. Build the Right Foundation Before Your Company Jumps into an Ongoing Social Media Program
3. Key Lessons When Social Media Starts to Bark Back
As these get penned, I will post them here and share with all. Too many good lessons to not share with folks who intend on making a positive impact in SM. Social media is a great place to listen and learn about what resonates with consumers and is a great medium to add to a smart integrated media program. Tap, tap, tap...
Happy New Year.
CLOW
Monday, January 5, 2009
A website development lesson to be shared...
I was talking with my best friend the other night. Now, just to clarify, I wasn't talking to my favorite ex intern, teammate nor frat bro, this guy was blood.
And he asked me the question: How do I substantiate the need to develop a new website for my biz? I felt it was a good question on a couple of different levels. One, he was thinking in terms of ROI for this expenditure in an effort to gain approval. Good idea. Secondly, he wanted to be better informed before he went in front his peers and superiors and asked for a 40-75k new web presence. I actually liked this more. He wanted to be smart; or, at least he wanted to be perceived as having done his own due diligence that included the counsel of experts (yes, I just gave myself a pat).
So here is what I said:
1. If your company prides itself in having a complete competitor advantage in everything it does, from treatment of employees, to the quality of the product and the delivery of the overall product promise, than you can not have bad marketing materials and messages, especially a website where most customers and experience seekers seek out before making the buying decision. A bad website is a turnoff. Kind of like a bad set of photos on Facebook, or lack thereof of any photos, when you are out there flirting like a mad person (so I tried it out, and guess what...).
2. A well-built website, along with a site side analytics package, allows you to not only track the effectiveness of the site, but also the various conversions which you have built into the site to capture information, close a deal, etc. With this information you can evolve the way you message and campaign. Your promotions will not only get better, they will get tighter. You may even determine that you need to do less of them or are able to spread them out into longer intervals - all saving you money and effort. For a busy or short-budgeted marketer, what a wonderful thought.
3. With a nice, clean, effective website that houses comprehensive, relevant information, your other marketing can become more targeted and packaged in a more moderate size. Just as long as you strongly, with conviction (call-to-action), drive the reader/consumer back to your beautiful domain. You won't need to deliver the first chapter of War & Peace like your current marketing. The book is famous for one reason: don't let your advertising be famous for the same.
If you want to chat further about this call me. There are dozens of other smart reasons to blow up your site and build something new - starting with creating 2.0 or now 3.0 two-way conversations with your customers (and allowing them to talk to one another along the way).
These three reasons are just so straight forward and easy to grasp. And before you ask for 75k in this economy, make damn sure you know your key points. Due dilligence is key.
Happy New Year - this one will be grand.
CLOW
And he asked me the question: How do I substantiate the need to develop a new website for my biz? I felt it was a good question on a couple of different levels. One, he was thinking in terms of ROI for this expenditure in an effort to gain approval. Good idea. Secondly, he wanted to be better informed before he went in front his peers and superiors and asked for a 40-75k new web presence. I actually liked this more. He wanted to be smart; or, at least he wanted to be perceived as having done his own due diligence that included the counsel of experts (yes, I just gave myself a pat).
So here is what I said:
1. If your company prides itself in having a complete competitor advantage in everything it does, from treatment of employees, to the quality of the product and the delivery of the overall product promise, than you can not have bad marketing materials and messages, especially a website where most customers and experience seekers seek out before making the buying decision. A bad website is a turnoff. Kind of like a bad set of photos on Facebook, or lack thereof of any photos, when you are out there flirting like a mad person (so I tried it out, and guess what...).
2. A well-built website, along with a site side analytics package, allows you to not only track the effectiveness of the site, but also the various conversions which you have built into the site to capture information, close a deal, etc. With this information you can evolve the way you message and campaign. Your promotions will not only get better, they will get tighter. You may even determine that you need to do less of them or are able to spread them out into longer intervals - all saving you money and effort. For a busy or short-budgeted marketer, what a wonderful thought.
3. With a nice, clean, effective website that houses comprehensive, relevant information, your other marketing can become more targeted and packaged in a more moderate size. Just as long as you strongly, with conviction (call-to-action), drive the reader/consumer back to your beautiful domain. You won't need to deliver the first chapter of War & Peace like your current marketing. The book is famous for one reason: don't let your advertising be famous for the same.
If you want to chat further about this call me. There are dozens of other smart reasons to blow up your site and build something new - starting with creating 2.0 or now 3.0 two-way conversations with your customers (and allowing them to talk to one another along the way).
These three reasons are just so straight forward and easy to grasp. And before you ask for 75k in this economy, make damn sure you know your key points. Due dilligence is key.
Happy New Year - this one will be grand.
CLOW
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