You can find Loic Le Meur at www.twitter.com/loic and his product at www.seesmic.com

But, I digress. My tangent is distracting us all for the point of today’s rant.

Pointless, cheezy, salesy, uninvited emails via facebook.

I recently received this from someone in one of my groups:

When Britains Got Talent start Susan Boyle took the stage in front of the three judges, it was all the audience could do to stop themselves from laughing. In front of them stood a 47 year old woman with an unpolished appearance who was certain to humiliate herself in front of millions. Then she did something extraordinary. She sang “I Dreamed a Dream” from the West End musical Les Misérables so beautifully that she received a standing ovation and is the talk of the UK. Her audition which has since been put on Youtube has received tens of millions of views.

So what business lessons can Susan teach us?

1) Don’t judge a book by its cover.

Susan was written off before she’d sung a note. But not everything is always as it seems, sometimes it’s worth giving people and services a chance before writing them off. They may just surprise you.

2) A book is always judged by its cover.

The audience’s reaction to Susan was hardly surprising. Were we all being cynical? Well yes, but that’s human nature. Even though your product or service may be outstanding, people tend to make quick judgements. Is your website, packaging or marketing conveying the right message?

3) Be extraordinary

Susan isn’t a huge hit because she sang the best version of” I Dreamed A Dream”, there are better versions around if you care to look. She’s a huge hit because people were not expecting her to be so good. The fact that she exceeded everybody’s expectations made her performance extraordinary and something that people want to talk about. Is your company creating things worth talking about?

Finally a big congratulations to Susan who will continue to chase her dream. Something we should all be doing.

DO YOU SEE HOW LONG THIS IS?

And it’s not even from a friend. I don’t know who any of these people are. This some yodle esposing yodle-um for (who’s exactly?) benefit. I don’t get it.

1. FACEBOOK IS NOT A BLOG

your blog is a blog. posting a link to your blog is cool. I can read it if I want. It doesn’t clutter up my facebook page. that’s cool.

2. FACEBOOK IS FOR FRIENDS

I have friends that ask me questions about my business on facebook. I answer them.  That’s it. if it’s more than one paragraph I call them or email them offline. Every business owner I know and respect handles this the same way, so you might want to also.

3. FRIENDS DON’T LET FRIENDS SEND SPAM

And you shouldn’t either.

R

Sending Announcements
In response to overwhelming demand from group managers, we have created the ability for you to send group announcements directly from your LinkedIn group to your members, via email. Your announcement will also automatically be posted as a discussion within the group so members can comment on it together.

As membership in LinkedIn groups continues to explode, we hear increasing concerns from our members about how their privacy is protected. Now that we have the Announcement feature, and in response to these concerns, we have removed the ability to download or view member email addresses.

RSS Feeds into Groups
Posting news items into groups has become very popular in the past couple months. So we’ve made it even easier for you to spark discussions around news and other Web content by enabling you to add RSS and Atom feeds to your group. You can pick up RSS and Atom feeds from your favorite sites around the web. News items from your feed will automatically show up under the News tab.

Managing Job-Focused Discussions
Group managers now have full control over whether to enable the jobs discussion capabilities within your group. The jobs area enables members to discuss job opportunities in these difficult economic times without cluttering the main conversation, and like all discussions it’s free.

LinkedIN’s made all email addresses private in groups – good for the group member but not so good for the group owner, especially if you were merging that group into your newsletter databases. The other thing we’re missing is the geographic management – I’ve got a colleague who has one group for her entire association – regardless of chapter preference – so now we’ll all get eachother’s notices… because she can no longer filter “only orange county” like she could in her email marketing platform. As is the case with upgrades, once they start they rarely stop, so I’m sure we’ll see more over the next few weeks…

Rebekah

It doesn’t matter what it is; a newsletter, postcard, fun picture or a sample of your work, sending anything out to your address book on a semi-regular basis is good for business. Let’s be clear: I am NOT advocating sending out a digest of boring crap that you think is important. I am NOT cheering for the rights of the cheezy sales guy sending me a 3-page long “regular priced 199 but for you it’s 99 (if you order in the next 10 minutes)”. I am ABSOLUTELY NOT endorsing the emailing of a daily quote that will be the first thing I curse at every morning….

What I am always encouraging of is the sharing of your brand and your personality in a way that betters the lives of those around you. If you are a online video company send me one of your coolest videos (if you have cool videos… if you don’t then just make one that’s funny) every month. If you’re a celeb photographer send me something no one else has seen yet. Are you getting the drift yet?

The trick to a great newsletter/eblast/marketing thing is

1. Be consistent with your personality.

If you are funny then your email should be funny. If you are overly stuffy then your email should be funny. If you are boring your email should be funny. If you are nerdy (like me) then it wouldn’t hurt to share something that will make everyone else feel a little more smart than they did before (I share my tech love of the month). Just don’t over-educate people – keep this short and entertaining!

2. Give the audience something that matters to them.

I know you want to sell your widget. Or talk about how cool you are. Restrain yourself. Think for a minute about who your ideal client is – a CFO? CEO? Small Biz Owner? IT guy? What really matters EVERY DAY for this ideal client of yours and what could you give them that would help this? Is it a coupon to the mac store, or the inside scoop on a new product (that has nothing to do with your products, but is consistent with your brand as “smart techie person”). Maybe your contacts would like to know about an upcoming charity event, or a community day at the park. Giving value doesn’t necessarily mean giving a discount on your product – but giving value always means make your readers day better than it was before your email.

3. NOT trying to “trick” anyone into something

If you are giving a coupon away, just give it away – don’t make people fill out a survey or give you their email addy – you already had it to send them the email with this amazing coupon!!!!! I know some sales coaches that tell you a 3 sentence “sales tip” at the top of their newsletter, and then go into 3 pages about how super-fantastic-incredible their coaching services are. I even know a girl that sends out “quotes of the day”… every single day… and I love her sweet heart, but it’s an automatic service that she doesn’t send every day – she pushes a button once and then forgets about it… while I get ANOTHER email in my inbox that I don’t HAVE TO read… it’s rather tragic.

So if you can take these 3 tips to heart I think you’ll shortly be a part of this wonderful newsletter family I find myself in – welcome to a world where people are happy to hear from you and ask to be on your mailing list.

R

*Author’s Note*

Please don’t think I hate email. I love love LOVE email. I just greatly dislike junk email. I also really really REALLY like saying hi and keeping in touch with colleagues. I just greatly dislike junk email. Notice a pattern?

Here’s why: anybody +everyone = nobody

If you cannot give me an example of the perfect person to refer to you, then I am unable to mentally search the roster of 2000+contacts I have to find a great potential client for you. If you the business owner cannot narrow your focus, how can I the colleague that wants to help you out, do it either?

So try a few suggestions that will help you to not only craft the perfect 30-second commercial, but also better enable me the faithful referr-er to send you gobs of business leads:

1. Pick 1 or 2 “sample customers” to talk about. Maybe one is a really “successful business” example, and the other is less so (if you walk around telling everyone your ideal client is pathetic, who would want to admit they need you?).

2. Think of 1 or 2 of your best clients from recent years. What did you do for them that was so spectacular and how did it make their lives better for working with you? The happy ending stories are what people want to hear – doom and gloom marketing doesn’t make people want to hang out with you.

3. Pick 1 or 2 companies that you want as your client and ask everyone you know to introduce you to them. Even if the room your talking to doesn’t have that referral, they will think of a company just like your sample and want to help you with a connection. trust me.

4. Don’t be afraid to focus. A little focus will go a long way in building meaningful relationships. On a business management level, focus in a particular industry or market segment can help you to measure results, and then you can have an educated understanding of whether or not the selected industry or market segment can work for you. I’ve worked with dozens of people who thought their ideal client was xyz, but discovered they had the best working relationships with abc… but they didn’t know either way until they focused on each segment and measured the results.

5. You are forgettable. So am I. If we don’t make an impact and give our audience(s) something to associate with us as business, as a business owner, or as an individual, we will be forgotton. Focusing on 1 or 2 examples gives a cornerstone for people to remember you by. This is why taglines are so useful. Try a few out and see what people respond to. I’m the marketing maven because someone teased me once and called me a maven, I used it a couple of times and people remembered me, and so now it sticks. I didn’t pick it, but it helps people remember me, so I’m sticking with it regardless.

Now that you know these tips and tricks – please share them! Let’s kill the “anybody” and “everyone” schpeal, for everyone’s sake!

-pun intended-

R

Deepening Customer Loyalty Through Social Media
by Aaron Strout

When was the last time you said to yourself: “Wow, I’d recommend this product or service to a friend”? Within the last month? Six months? If you have to think about this question, you’ve already made my point. Over the last 50 years, outsourced manufacturing, poor customer service and an overall commoditization of products and services have served to erode consumers’ affections for most brands.
While the idea of diminished customer loyalty may be disheartening–after all, if customers aren’t loyal, they don’t rave about your brand to other customers and they certainly can’t be tricked into forking over a greater share of their wallet–all hope is not lost. In fact, smart brands like Dell, Ford and Sears are starting to see increases in brand affinity as a result of their social endeavors.

Before we talk about some of these examples, let’s start by reminding ourselves why loyalty is important. Arguably the biggest benefit is highlighted in an article by loyalty guru Fred Reichheld, titled “Leading with Loyalty.” Based on research Reichheld’s employer, Bain & Company, conducted last year, “companies that enjoy [the] ‘loyalty effect’ grow at better than twice the average for their industry.”

If doubling your growth rate isn’t enticing enough in and of itself, Reichheld also proves in his landmark book, The Loyalty Effect, that “as little as a 5 percent increase in retention can improve a company’s bottom-line profitability between 25 percent and 85 percent, depending on the industry.” Not too shabby, but also easier said than done.

Let’s take a look at how a few well-known companies are using social media to dramatically improve their customer loyalty:

•   Dell Computers: As recently as 2005, Dell was struggling mightily to keep its customers. Complaints of poor customer service combined with a scathing barrage of bad press stemming from stories of laptop batteries catching on fire led CEO and founder, Michael Dell to tap current “chief blogger” Lionel Menchaca to help right the ship. Through a campaign of open and honest communications via the Dell blogs and proactive participation by its employees in Dell’s support forums, customer satisfaction and loyalty have started to come back in full force.

•   Ford: It’s no secret that the auto industry has come under heavy scrutiny over the last 12 months. The big three in particular have suffered huge PR and sales hits during that time as they attempt to figure out what’s next. During that time, Ford made a giant leap into the world of social by bringing in social media head Scotty Monty. Through tools like Twitter, Scott’s blog and Ford’s Sync My Ride community, they have slowly begun to win back customer and influencer confidence. Ford still has a long road ahead, but they are reaping the benefits of being reconnected.

•   Sears: you’ll be surprised to find out that the company you used to know as Sears is not your father’s department store. In fact, you may be surprised to know that Sears launched its SKU community last summer, and now has more than 200,000 members.
According to VP of Community, Rob Harles, Sears is starting to see some little wins with their community: “Overall, customers are starting to feel that they are being listened to, core members skew toward being some of the most valuable/profitable customers and the ability to reach out to customers and solve their issues proactively is definitively turning around customer perceptions.” Rob mentioned that in one extreme case, the SKU community turned a client from “I would never shop with you again” to “I have put my store card back in wallet.”

If Dell, Ford and Sears can do it, why can’t you?
For anyone interested, here are a few steps to help get you started:

1.   Listen first – You may already know why your customers aren’t as loyal as they might be. If you don’t know, you should start by listening to what they are saying.

2.   Engage – Unless you are one of the lucky few brands that instill passion in your base, think about giving your customers a reason to engage with you. This is most easily and simply accomplished by offering compelling content that is not about your company’s products, but is germane to the customers’ lifestyle. Wrapping this content in social tools makes it more scalable and repeatable.

3.   Measure – If you are diligent about putting steps one and two into practice, make sure you measure. Not only will it help you gauge the effectiveness of your program, it can help you get more funding to fuel it–especially during tough economic times like we’re living through now.

Walking the Show Floor

In addition to checking out the competition, walking the floor is a great practice for a multitude of reasons. Booth Setup. No matter how many years or how much money you spent in developing the perfect booth,  times change. Cruising the aisles is a great way to stay current. What booths are the busiest? How does the layout encourage people to hang out in the booth? What colors and styles are showing up more and more? Many people forget to also look for what doesn’t work. It never hurts to keep an eye out for the items in a booth setup (or in the way the staffers are interacting with patrons) looking for where people get bored and walk away. You don’t do that, ok? Learning from others both positively & negatively is the way to go.

Meet your Neighbors. You never know what new product/brand will be the next overnight success, just because you do or don’t like it, doesn’t mean the whole world agrees with you. Meeting your neighbors (aka networking) can give you buddies for future shows, tips on new shows to attend, and even connections for growing your business. The newer your product or service is, the more proactive you should be in getting around and meeting the neighbors.

Before The Show

Many people totally miss the boat on this one. The organizers of your show have a myriad of resources you can take advantage of. I’ve never attended (or even heard of) a show that didn’t do press release distribution to the press pre-event. Many shows even have online tools that allow you to go through and search attendees and exhibitors to setup meetings and events. I’m a big fan of downloading the Exhibitor list in advance and highlight the ones I want to visit at the show (colleagues call it the disneyland map – my show floor map with booths I want to visit highlighted). More often shows are even putting together cocktail parties or other networking events, these can be fantastic opportunities to meet attendees, exhibitors, and members of the press – without the ’sales’ setting of the show floor. NO MATTER WHAT YOU DO please for the love of all business hopes everywhere, PUT YOUR PRESS KIT IN THE PRESS ROOM. Some shows these days are going digital – so you don’t even have to print this stuff out. Should a press person happen to stop at your booth – GIVE THEM SAMPLES – treat them like the avenues to advantage that they are. I’ve seen soooooooooooooooooooooooooooooo many exhibitors completely blow it here. If keeping your samples at your booth just in case someone wants to place an order is more important to you than 20,000 people reading about your product – your business is in MUCH MORE trouble than a couple of orders can cure.

Post Event

Call the people you said you were going to call. Send thank you notes to the folks that let you borrow their ladder during setup, or shared their power hookup with you. Email the visitors you collected cards for. Send a note to your connection at the show. Debrief your show team about how the event went and what you want to do about it next year – write it down, put it on the calendar, and get it done…. before you get back to the office if possible. You spent all this time and money getting ready for the show, you ought to be just as diligent when wrapping it up.

Hopefully some of these tips make it through to the folks I see at every show complaining about how slow it is (while one row over is hopping – because their staff isn’t so busy complaining they can’t pay attention to the visitors), and some of the folks I see that are almost-famous can get that edge they were looking for. Trade Shows are a valuable part of the marketing plan for 95% of the business world, it just takes the right show with the right setup for all the elements of success to fall into place.

Cheers,

Rebekah King

More than six out of 10 US high school and college students surveyed “never” or “hardly ever” read marketing e-mails, according to an October 2008 survey by eROI. The majority of respondents said companies were not effectively speaking to them personally through e-mail.

And look at this little graph – text messaging is often the preferred communication method!

I’ve done quite a bit of marketing to High School & College students for my clients via Facebook and MySpace and have fantastic successes by keeping our messaging in the tone and manner that the students use. We don’t say “Would you like to join our fan page” we say “Hey there, we’ve just setup the fan page so we can do giveaways and stuff, here’s the link if you’re interested”. Fortunately for us, MySpace & Facebook both have SMS alerts for users, so part of our great response is undoubtedly do to our recipients being able to reply via their mobile phones.

But are you ready to embark on the world of SMS messaging? For some it’s a hard question to answer. First timers rarely have a database of cellphone numbers in their back pocket, so list purchasing is often your first recourse – and that can get expensive. What would you do with it anyway?

One bar we know of sends a SMS message (aka Text) to their subscribers with the daily special, and that could be broadened to a message containing what teams are playing on their tv’s that night, or what band is playing on that night. Ever noticed a commercial on the TV saying “just text PIZZA to 23434″? That’s how American Idol handles much of their voting process.

As with any marketing tool there’s a myriad of ways to employ both SMS and Email Messaging, what you must always ask yourself is “What does my audience want to hear?” and “What will inspire my audience to take action?”. A message saying Our new Phone system is the best solution for VOIP is much less likely to do you any good compared to Win a free sfsd phone, the same one that saved XYZ company $300 last month, just text MINE to 23453″. When you can get out of your head (stop thinking about what do I want to say), and you get into the mindset of what your audience wants to hear – the results come immediately after.

Are clicks and impressions still the standard for online advertising success?

As a publisher, are clicks and impressions still the standard for online advertising success? If not, what are you attaching every dollar to? Social media platforms like Myspace, Facebook, and Twitter allow you to spread a message quickly to a captive audience, but what good are 20,000 friends and one million video views if there is no direct dollar amount associated to it? An impression and a click are tied to a dollar, but if you’re not using these as the benchmark then what good is your inventory?

So are clicks and impressions still the standard, or can you convince your CFO that having friends is more profitable?

I’m finding more often that this is a common question, as the traditional marketing methods give way to the more interactive and social mediums. It can all be very confusing (I know, I’ve inspired many MANY headaches), but there are some simple things to know which may clear this confusion up.

Having friends (or fans or peeps or followers) can be thought of as building a bigger vehicle for marketing delivery. The more traditional rules of marketing still apply: we must create a COMPELLING message that inspires the viewer to TAKE AN ACTION. No matter how big the vehicle is, the accessories, the finishing touches, the reaction it inspires in the audience is key.

All successful marketing programs accomplish this – whether it’s a branding campaign whose call to action is forward this item to a friend, or a sales campaign which asks you to click and order. All the impressions in the world will not take the place of an impactful message.

Some of the things that have changed is in the audience:

• they hate fakeness – unless the gimmick is how fake you are and then it’s funny
• they want to be entertained
• stop being so stuffy – (ref: entertainment…don’t take yourself and your brand so seriously)
• If you promise something (award, giveaway etc), GIVE IT… and let everyone know about it

Now get out there and make some friends!

Rebekah King
Social Media Marketing Maven
www.rebekahking.com
www.linkedin.com/in/rebekahking

What makes social media so special is it’s two main applications: social media optimization and social media marketing. Social media optimization is the trick/expertise/pure luck of creating social media in a way that will encourage it’s spread (aka. viral) across the web. This is where rules like no videos over 2 minutes come in to play – 2 min is a very viral-able time block. Social media marketing is focused more on the pr, content, and collaborative aspects of social media – this isn’t too far off from traditional marketing and pr… just add tech and a strong narrowing of topics/audience (there’s blogs for people who love radishes for goodness sakes!)

Great info, but why should you care?

If your business is ever impacted by referrals (meaning you ever get referrals or want to get referrals) or your reputation matters at all (people talk you know), then you might want to make sure that you have an “ear to the ground” in the areas that your clients are talking. Even if you aren’t’ advertising, or spending any real marketing dollars in social media – because your clients are there… they are on Facebook telling their girlfriends and coworkers and random friends about how their back doesn’t ache any more thanks to the chiropractor Aunt Jemima referred them to. Tourist Sally is posting reviews of the restaurants she ate at while on vacation in San Diego. Lesley the promo products lady is writing recommendations of her favorite colleagues that EVERYONE’s friends can see.

I was talking with a restaurateur friend of mine last week that said he didn’t want to work on the internet – people say bad things and you can’t do anything about it (which isn’t true – you can – it’s what I do for a living) – and he’s not sure he wants to get involved. I understand what he means.. don’t you? If people “run their mouths” illegitimately in real-life, imagine what they could do with a veil of anonymity via online reviewing services!!

But wouldn’t you rather know?

in the next episode we’ll talk about how you can keep track of your reputation (and build referrals) online… stay tuned!