Twitter, Snitter, Dosh.Dosh….Oh Blog!
What the %#!& is Social Marketing?
written by:        Susan K. Solomon/ Principal of SKS Creative/susan@skscreative.com
researchers:     Susan Solomon & Carl Marxer/carlmarxer@me.com

“Hard to believe, but at some point I don’t think we’ll have business cards, DVDs or any of these other promo kits in tow,” says Carl Marxer , president–elect for Media Communications Association International and Producer/Director for Video Production Services.  “All of that information will be available on phones and computers,” says Marxer who is also a broadcast design and motion graphics professor for Savannah College of Art and Design.  “And, with the advent of social marketing, detailed comments describing user experiences with products and services will also be on the world-wide web for everyone to see.”

So where and when did this virtual world begin?  Same place as the Mayflower landed. In Massachusetts.  According to Mary Tveit, Partner and Creative Director of Atlanta-based SolDesign which specializes in designing web-based marketing, Facebook, the first social marketing tool launched at Harvard under a decade ago and was only accessible to them.  Then, in 2007 they shared their powerful tool with the rest of the world. Does this mean people can finally wave off the textbook marketing assumption that it takes deep pockets to reach large numbers? Maybe, not really and too soon to tell -  seem to be some of the answers.

For those who may still be under the impression that “social marketing” remains the domain of the 20-something – think again.  Understanding the tools of social marketing may no longer be optional.  It seems to be laying roots and will continue to develop as one of many tools in a comprehensive marketing campaign.

So what the $%&!  is Social Marketing?  Its “user-generated content” says Tveit.  “…kind of like the…wild, wild west.” Untamed. Uncharted. And full of a certain kind of promise.  Social marketing, sometimes called “viral” marketing, are the trails that blaze through this wide open world both directing and attracting attention and “harvesting” details about you. 

Since the field IS so vast, - and growing daily -  for purposes of this column, we will start with the basics.  According to Adam Rosenkoetter, partner and technical director of Soldesign, the basics include 5 social marketing vehicles:  Facebook, LinkedIn, YouTube, MySpace and Twitter.

1. Facebook
Use: The primary purpose of Facebook is to link up of with others who share your background & interests.  That could include favorite, music stores or even restaurants.   It costs nothing. It’s free to sign up and all you need is an e-mail account to jump in the game.   Although it can be used to target certain demographics, according to Rosenkoetter, it is generally not the tool of choice with business-to-business communications. It geared toward C to C or B to C.

Return: For business to consumers, if used properly, it can be a useful tool to reinforce your brand and stay connected to your loyal customers through games, group discussions boards, contests, video and photo uploads.” Target does a great job in leveraging Facebook by staying connected,” say Rosenkoetter.  Plus the data of those who visit the pages, joined the group and shared it, can be harvested for future marketing initiatives. That means if there is an interaction with an application such as the profile, interests or ads, not only the user, but who they are connected to can be harvested and used to target a particular demographic. 

Social ads can be useful tools. When a Facebook user clicks on a user-generated social ad, it broadcasts that interaction in a mini-feed which can be seen by friends of that user. Social ads allow users to track metrics and monitor the campaign results in real time.

Privacy Options: Anyone who sets up a Facebook profile can manage their privacy settings. Control settings include deciding who can see the profile and the personal information.  Users can also control who is allowed access their information during a search.

2. LinkedIn
USE: LinkedIn is an online network of more than 30 million professionals from around the world, representing 150 industries.  This is the primary tool of choice for business-to-business advertising.  Unlike Facebook, it’s strictly a business-to-business network.

With this social marketing tool you can create a profile that summarizes your professional accomplishments. This enables you to find and be found by former colleagues, clients, and partners. You can even add more connections by inviting trusted contacts to join LinkedIn and connect to you.

Your network consists of your connections, your connections’ connections, and the people they know, potentially linking you to thousands of people.

Returns: Using your network you can:find potential clients, service providers, subject experts, and partners who come recommended. You can also be found for business opportunities, search for jobs even uncover connections that can help you land jobs and close deals. It is also used to post and distribute job listings. 

Although it is free to join, they also offer paid accounts that provide additional tools for locating people who may not be in your network.`

Privacy Options: All relationships on LinkedIn are mutually confirmed, and no one appears in the LinkedIn Network without knowledge and explicit consent. You can always control how much other see about you by monitoring your security settings. 

 

3. MySpace
Use:  MySpace is a social networking website offering an interactive user-submitted network of friends, personal profiles, blogs, groups, music and videos for people around the world.  Profiles contain 2 standard categories: “About Me” and “Who I’d like to Meet” and include “Interest” section and “Details”.  All profiles also contain standard blogs for content, emotion and media.  One of the images can be used as the “default image” that will appear on the main page.

Return:  If you have content that is appropriate for anyone on the world-wide web, place it on my space.  Freelancers as well as businesses can post their work with a link to their site. It’s great for indie movies, bands, videos of all varieties and photos.

Privacy Options: There used to be an absence of privacy settings, but predatory behavior changed that. Now there is some degree of security on the site. And you can “defriend” people.   If mass awareness is your goal, it’s a great resource for potentially reaching millions of viewer.

4. Twitter              

Use:  Twitter is a micro-blogging platform which allows users to publish short messages or “tweets” of less than140 characters through different mediums like IM, cell phones and the web.  Although a relatively new networking device, as of October 2008 it had approximately 3,200,000 users as a social an marketing tool.

This site is great for creating a personality on line that has the potential of generating enormous buzz.  Again, it’s free, easy to sign on and all you need is an e-mail and ideally a photo or illustration of some kind – but you can upload without an image Twitter is not a difficult tool so there is a low barrier to entry.

For business, it is another channel which connects current and potential customers with your product or brand.  It allows infiltration into the lifestyles of interested participants, which helps build brand persistence and loyalty. It also creates something called “ambient intimacy” or a channel for keeping in touch with people with a level of regularity that normal life precludes.

Unlike Facebook, there is no option to advertise within Twitter.  Instead, Twitter marketing is a task that involves 2-way audience engagement.  More like meeting a friend for coffee talk.

In its most obvious form, it is a traffic generation tool. By placing links within profiles, conversations can direct visitors to a specific websites. It is especially powerful if you pitch to early adapters and influencers. 

Return: Here are just some of the uses: personal branding, quick feedback, source talent, make friends, network, company intranet on group projects, client updates, customer notification of a new products or releases, event updates, find prospects.   Even brief live coverage of events.

By simply logging in and updating activities or information, you can literally build an enormous following of people who are checking in by the hour, minute or even second to see what your company/character is up to. Maybe you are health care organization and “followers” watch your character address the challenges of trying to lose weight through the holiday season’s temptations. The creative possibilities are endless for attracting, directing and harvesting followers.

“The most important thing to remember in all sites”, say Rosenkoetter  ,”… is that the quality of the information must be of interest to your target.”  Poorly communicated or irrelevant information will eventually fizzle – even in a “viral marketing” environment. 

Privacy Options: Twitter gives you the option to lock your profile, keeping your updates visible only to the people you approve. This protects tweets from public view and search results.

5. YouTube:
Use:  Before the advent of YouTube in 2005, there were very few ways for non-professionals to post videos on line.  With 60 million viewers watching more than 100 million videos each month, YouTube created a seismic shift in sharing and disseminating information.  Because it is so user-friendly and widely used, it’s no longer just for home-made video blogs and funny animal videos. It has the potential to be a high-impact and surprisingly affordable marketing vehicle for any business.

Today this video sharing web site allows users to upload, view and share a variety of media.  It uses Adobe Flash video technology to display user- generated video content including movie clips, videos and music videos.  Amateur content such as video blogging and short original videos are also uploaded.  According to YouTube home page, more than 100 million videos are watched daily.

Return: According to Darrell Zahorsky a writer on About.com, Blendtec, a small business based in Orem, Utah budgeted under $100 for a quirky video showing their commercial blender pulverizing iPods, golf balls and other everyday items. The funny viral videos were a big hit; driving millions of viewers to the Will It Blend website. Wall Street Journal reporter Laura Lorber wrote how Blendtec sales were up 43% in 2006 alone.

In order to work, on-line videos must be high on entertainment value with strategically executed production values and professionalism and finally, remain focused. YouTube’s privacy settings allow users to limit who is able to view their videos by designating who can watch or comment on them.

The downside? According to Marxer, “This very low quality video and can be accessed from computer only. Most phones can not display YouTube videos. With Apple you can and with Flash-based systems you can.  I-Tunes is a little better quality and can go to a portable device,” says Marxer.

Privacy Options: Unregistered viewers can watch most videos on the site. Registered viewers are permitted to upload an unlimited number which can be viewed across the internet, through websites, mobile devices and e-mail.

SUMMARY

In summary, think of social marketing as coffee talk. More meaningful, greater intimacy with the potential for profound impact. But like meeting friends for coffee, it takes planning and tending. It’s a completely different value proposition than mass communication or coffee at McDonalds, for example.
Are there places for mass media and one-on-one exchange?  Sure. Should small and big businesses toss out one in favor of the other?  No. So the final question is:  where do you employ which method?  The answer depends on what you have to share and who you want to listen.