There's nothing like receiving newsletters from people and brands you trust. Tonight I received the newsletter from THE Trust Agent himself, Chris Brogan. If you're reading my blog for the first time, Chris Brogan is someone you must follow, either on Twitter, or his blog, those are two good spots to find him. His words are simple, his message priceless. I've admired how he takes the time to observer the simple things that we so often overlook and call attention to them.
At the end of his newsletter he discusses the importance of bookstores and libraries, words that have almost lost meaning in today's digital world. I, like him, spent hours and hours of my days in a library, either at school or the public one in my neighborhood. I still get goosebumps walking into a bookstore as that is where I love to curl up and catch up on the volumes of knowledge held within.
It begs the question, do you still read? When was the last time you sought true knowledge for the sake of expanding your mind, broadening the depth of your knowledge? I'm saddened, at time, at how information has become bastardized and turned out to the fast food mentality. I'm not talking about everyone, for there are still a good many that take what they learn online and dig deeper on their own time. Traits like this I admire, but I wonder how many of us have actually stopped to do this.
Chris brings up some good points and if you've not subscribed to his newsletter, be sure to visit his site and get it as fast as you can. It's one of the few newsletters that shouldn't hit your spam box.
On a personal note, last night I attended a fashion show that my wife participated in. She's currently in fashion design school and will be wrapping her program early next year. The show as amazing, in that all the designers did an amazing job putting their pieces together and the models did a great job bringing the pieces to life.
The "MJ On the Runway" show was the first show for my wife, but my third fashion show overall that I've attended. It was unfortunate to see a lack of any kind of media coverage for this event that had partnered with the Make A Wish Foundation to raise money to make dreams happen. There was a great turnout, but so little coverage. Even more disheartening was the lack of online media coverage that was allowed into the venue, simply due to lack of understanding what new media was and the fear of what would happen if something happened at the venue while there was a live recording.
Nevertheless, here is a video that I recorded with my FlipCam of my wife's designs, inspired by the song, "Smooth Criminal".
I forget sometimes how much social engagement has not quite reached some of the more niche industries and professions. Perhaps sometimes I take it for granted that people just know what I'm talking about. Call it "tech talk" or "geek speak" it's the language that those of us in the industry sometimes get caught up in.
Nevertheless, even breaking it down, the overall purpose when you engage an audience online are still very fundamental. As such, I'm turned off somewhat by the brands whose first response is "why don't I advertise every time I post a message?" Even after explaining the humanistic approach to building relationships, it's still an issue.
Breaking trends of traditional advertising is typically the first step in grasping online engagement. With traditional advertising, you post your content, send you your message, and walk away; billboards, tv ads, radio ads, newspaper ads. Online engagement will actually demand conversation from the brand itself, and in building relationships it'll be key to discover what YOUR audience wants, not assume you know what they want.
I use the example of them talking with their friends. Before they became friends I ask if they approached these people to only speak about their business. Did you talk to them about your specials, your statistics, your tag lines, etc. Chances are you didn't you found a common bond and used that as a jump off point to build the relationship. That is exactly what social engagement is, no different, except you're doing it with a much bigger audience.
It's the long term return folks. Not an overnight, flip the switch return. Take the time to learn, take the time to understand and don't be afraid to ask questions with the community at large, you'll be surprised how helpful they can be.
Today after hosting a bi-weekly podcast, Tech in Twenty, I spent some time online to explore some topics that came to mind during the day. I get this influx of "need to know" syndrome from time to time and I was using the few moments I had to surf, which I rarely do anymore.
It was then that I realized that surfing the net has gone the way of surfing the TV. It's just not something we do as much anymore. Most of us either already know of a website we wish to view or a topic that we are focused on, but surfing for the sake of surfing seems like a thing of the past for the most part.
So while I was net surfing, I realized that so much content out there is never found because it's not relevant, interesting, or relayed in an unique way to capture the audiences attention. Much like channel surfing, you're looking for something to hook you, make you stop, and spend a little time there. Even using an application like StumbleUpon where I can hit random sites based on my interests, few sites actually capture my attention.
So what have you done to your site to stop your audience from "surfing" by your site? Don't forget that your website is an extension of your brand, if it's stagnant, so is your brand's image.
I wasn't at the #bmpr (Broadcasting, Media, Public Relations Tweetup, pronounced "bumper") event like I had planned. But sometimes a brand can do something that can cause instantaneous ripples in the online conversations. Holiday Inn San Antonio did just that today, and as I write this, attendees are still bowled over not just by the generosity of the brand, but by the sheer surprise of it all. The offer? Everyone who attended the event, close to 150 people, were just offered one FREE night stay at a Holiday Inn. Let that sink in. In one fell swoop, close to 150 people were just offered one FREE night, and what does it cost the brand, probably not as much as it'll gain when this audience goes out and Tweets, posts, or writes about it. Each of these 150 people may have hundreds if not thousands of people following them, exponentially the numbers are mind blowing, but talk about an army of work of mouth marketers.
This was not a struggling brand in need of attention, this was not a gimmick, it was a genuine offer made from one brand to a captive audience hosting an event at their venue. Not only was this a surprising, but this gesture will etch itself into the minds of not just those that received it, but also those that read it. Good surprises work that way, think about all the great surprises you've gotten in the past, you probably can still recall them and remember them fondly. Yep, Holiday Inn San Antonio just did that.
So this brings to mind a few key points when brands look to connect with an audience.
Don't wait till your in trouble to try and gain support, do it naturally and over time. People can sense desperation, and what happens when things are good? Does the brand just disappear?
The element of surprise, when worked favorably for the brand, can be a memory etched into your audiences mind where they will remember your brand fondly.
Before it was a known fact that if something bad happened, that person would tell at a minimum, five of their friends. Alternatively, if something good happened the same enthusiasm was not reciprocated. In today's online world, the field is leveled, the good goes out just as far and wide as the bad, so why not use that to your advantage. As stated above, these attendees will tweet out to their followers what happened today, and the good news will be retweeted, liked, and shared until who knows.
Again, I was not present at the event, just a bystander, a follower of those that did attend, and I'm convinced that Holiday Inn does indeed care about their audience, and while I'm sure they are not 100% bad press free, it's things like this that just put a smile on your face and an itch to stay at a Holiday Inn.
So attendees of #bmpr, I want to hear your thoughts. Share your feelings with our readers, it had to have been a surprise and did you go out and tell the masses in your network?
If you follow some of the other things that I do on the internet, you know that I co-host Tech in Twenty, a podcast dealing with all things interactive, digital, and social media. My co-host Jennifer Navarrete has joined me in creating a new entity within the Tech in Twenty broadcast network and now we bring you our LIVE video internet show. A big thanks to iGoSA for helping make this a reality.
Enjoy, and be sure to visit the site's Facebook page to vote in our polls that will include questions on technology, and a week before our show, an opportunity to vote on the topics we discuss. And if you've missed any of our podcast be sure to visit us on iTunes, just do a search for Tech in Twenty and subscribe to our podcast!
I've had several refreshing changes in my life recently, most notably the birth of my son. For those you not following me on Facebook or Twitter, my son was born back on June 8th, premature, experienced some problems, and was in and out of the hospital for a month and a half. It's been an ordeal, but in that there was a lot to be happy for too.
After eight months of freelancing, and furthering the development of my personal brand, I was approached to represent a local company. Honestly it was difficult at first to see my transition into a 9-to-5, but considering what I had been able to do for myself and the clients I was attached to, it seemed like new challenge for me.
There were a lot of doubts in my head on a few things, not that I lacked the confidence in what I do, but rather doubts on whether this was the right move for me, especially at this moment in my life. Still, it was something that I quickly got over, once I stopped caring what others thought and focused on what made me happy, creating content.
Surviving the Battle of Self Preservation
I think it only natural to be concerned about lending your credibility and noteriety to a company, especially with so much at stake, but then again, it was never about me to begin with. As shocking as that sounds, I'm not doing what I'm doing to fulfill any self gratification, but rather, it's my nature to help elevate others. The benefit of what I do is that I enjoy it, I can make a living off of it, and other are still elevated, whether it's an individual brand or a company brand.
I've not lost myself, thought the transition into new employment and the addition of a new family member made it hard to find my stride again, but I know who I am. I have no intention of giving up blogging, no intention of giving up podcasting, and no intention of giving up producing content because it's a passion I have that I won't let go of.
Clarity
I had some great conversation with Chris Brogan and Frank Eliason regarding maintaining your identity and still representing a brand. It's a battle of self preservation that I was trying hard to overcome and they provided excellent clarity.
Frank specifically reminded me that there should never be the need to be two things at once, you are who you are, without the need to be one person for the brand, and one person for your personal brand. Your brand is who you are, the way you talk, the way you communicate, how you share with others, and most importantly, the person you are day in and day out. This exchange made everything so clear and it settled the battle inside.
Just as Frank is Frank when he works with Comcast, I am who I am working with the company that I represent. I work to help build their social media presence as well as develop strategies for others to help increase their visibility and level of engagement.
So I thank Chris Brogan for his well written, well thought out posts on personal development and Frank for offering such a concise breakdown when it come to representing yourself and a brand online. I guess it's proof that we sometimes make things harder than they need to be.
So do I just fade away and become another brick in the wall? I challenge all up and comers in the world of social engagement to focus on developing who they are; be real, be genuine, be yourself, and no matter where you find yourself, it's you that's reflected in your efforts.
It's no surprise that online coverage of local events has increased dramatically. I've personally be able to cover elections, fashion shows, movie premieres and now I have an opportunity to cover a summer concert series being put on by some of San Antonio's amazing local music talent.
Laura Marie, local singer/songwriter, has kicked off the summer with a concert series that highlights various talent across the spectrum of genres. Playing live music at a local favorite, Candlelight, she has heated up the already hot nights in San Antonio with amazing vocals and powerful melodies that have attracted the attention of just about everyone in San Antonio.
New to the lineup is the offering of LIVE Ustreamed coverage of the event to include all those unable to make out to Candlelight, or those that would rather listen from the comfort of their own homes.
Wow, this morning Twitter is down, Facebook is really hit or miss. My own updates won't post, and things seem at a standstill. How much is this hurting you personally? Take that same thought and imagine if you were a business that relied entirely on these social media networks to function.
I'm looking at you Skittles! All your links going to social networks, seems to me like you'd have dead links on your hands.
What's the financial impact of all this? Have you diversified enough that your revenue channels are still functional?
It is key to note that social engagement is just a tool, and is not the SAVIOR of any brand. This case is a good example. This same scenario could happen with traditional media as well, a radio station could lose their signal, a TV station could go out, but by diversifying your outreach there is a good chance that something will continue to go out.
As an individual that's worked with a variety of brands, the big, the small, the new, and the established, it's been an interesting journey watching their interpretations of social engagement as a part of their marketing efforts. Sometimes I find it frustrating when I hear that companies out there have been "swindled" by individuals claiming a particular status, call them pros, experts, whatever you like, and based on their performance, proving otherwise. It is these brands that are the most hesitant to make that transition once someone qualified has attached themselves to the brand in order to help their online visibility and relationships building efforts.
Quite honestly I don't doubt them for being wary, especially if funds had been sunk into previous efforts with little to nothing to show for it. On the other than we have brands that are so gung-ho about jumping in they expect immediate results and want hundreds of thousands of people to connect with them in the first week. It is these individuals that have a harder understanding of the fact that social engagement is not the saving grace strategy they had planned for. Again the disillusion has somehow soured their experiences and they too are hesitant to try.
The Plan
So here are a few tips that I suggest when introducing or reintroducing a brand to the possibilities of social engagement:
Explain to them the broad concept of social engagement, a better understanding might be required before full commitment is undertaken. Better to understand the terrain before you go leaping.
Prepare yourself with case studies of similar brands in the industry that have experienced success. Anyone worth their weight should at least have the professional courtesy to explore these options for the client prior to making claims.
Explore the the tools together to find which are more suitable. Twitter is not for every strategy, sometimes it's Facebook, sometimes they need a private community that can be established with a Ning group, or perhaps multimedia is more appropriate via a podcast or videos on YouTube. Do not be afraid to share your thoughts on the matter, but don't try to fit a square peg into a circular cut out.
Finally, share with them flows of communication and how their efforts can best be pushed through the right channels for maximum visibility. For example, if they do a blog post on their site, show them how it can pushed to Facebook, Twitter, RSS, FriendFeed, or any other network they may be a part of. Showing how networks relate increases the chance that some one will come across their content.
Finally, help them monitor the metrics and analytics for their efforts. The number of friends and followers is the poorest of metrics to report, and is a good indication the person you are working with is not keen enough to know other methods. Help them understand what links were clicked via URL shorteners, help them find out where people were clicking in from, direct them to their engagement stats (messages vs responses). There are a number of other things to measure depending on what you use, but helping them understand their efforts increases the success of their marketing because together the two of you can navigate the waters and change course accordingly.
This is just a summation of some of the things you can do in order to help any brand add a social engagement component to their existing strategies. Remember it's about working together, not a set it and forget it mentality.
Image via Wikipedia
