Archive for April, 2010

Social media basics – Integration

The richness of media has led to people to consume it in personal and  different ways – both desktop and mobile, on computers and portable devices, with apps like email, newsletters, RSS readers, blogs, microblogs, and integrated services like Facebook, LinkedIn, and Google Buzz.  And it’s  increasing with innovation from new devices like the iPad to the proliferation of mobile apps and plugins.

Today you have to reach your customers, prospects, and the public on all these channels to ensure they receive your message.

Here are a few ways to do that.

  • Promote all the ways people can learn from and interact with you.  So list links to your key services, including your web site, blog, Twitter, etc.  If you have many links, create a web page or use a service that lists them all.
  • Promote these services everywhere – on each individual medium, your sig, your web site, all your emails, your blog menu, etc.
  • Take advantage of social media integration.  For example, make sure your blog postings can be received by email.  If your blog service doesn’t provide this feature, set up and link to an RSS to email service like Feedblitz.  Another example –  you already have a LinkedIn account.  Set it up to read in your Twitter updates and WordPress blog postings.
  • Don’t forget to brand.  Use Namechk or a similar service to search for available names across multiple social services. Use domains or subdomains like twitter.mycompany.com to point to your social media sites.
  • Use automatic cross posting from Posterous or other services. For example, I use WordPress blogs whose posts are read by LinkedIn  and which integrates  Twitter updates that are also read by LinkedIn.
  • Write Once-Publish Many.  Each social medium has its own blend of formats and lengths.  When you create original content repackage it for other media.  For example, instead of posting an entire newsletter in one blog entry, break up into multiple postings.

A Social Media High

I gave a presentation last week in Houston called Digital Conversations: The New Marketing Paradigm to hospitality industry CEOs (thank you, my HP friends!)

Social media today is where the web was ten years ago.  While the industry is far from mature, it also has had five years to bake. It’s power is undeniable.  Customer power is remaking entire industries.

Core technologies from video to blogging to twitting are well known.  But they’re at the bottom of the food chain.  The challenge to corporations is not simply having a presence, but in smartly integrating social media and thinking in the enterprise.

The keys to social media success are leadership, organization, structure, and strategy …  just like any critical business function.  The higher the corporate level at which social media is adopted, the greater its value.

Borrowing from Abraham Maslow, I created a Hierarchy for Social Media Success.  Click the image below to see it full size.

Social Media Hierarchy

You can’t trust nobody

An eMarketer article’s title takes the high road in Room for Improvement in E-Mail Opt-Outs when it should have shamed marketers. Email lists that required 3 or more clicks to unsubscribe zoomed from 7% to 39%.  Single click opt-out lists shrunk from 9% to 3%.

It’s no wonder why businesses can’t be trusted. Industry self-regulation virtually never works.  Spam was so bad the US had to pass the federal CAN SPAM law.

And now companies are back to their old tricks, making it harder to cancel.  That’s a prime reason (from the article) “22% of US Internet users consider messages they once requested but no longer want to be spam.”

Breaking up should not be hard to do. What part of “leave me alone” don’t businesses get?

Know Your Customers IV: Lead nurturing

Lead nurturing is the culmination of this past month’s example of the Revenue Typhoon. By aligning and integrating marketing and sales you’ll be able to powerfully and predictably generate revenues.

The process to this point has been composed of the following:

  1. The development of a Target customer.
  2. Segmentation that meaningfully divides your prospects so you can tailor your marketing to them.
  3. Lifecycle marketing for timely communications based on sales and product status.
  4. A personal CRM tool like WeMeUs with contact management, tags, groups, lead forms, and highly personalized email.

Lead nurturing combines the data from Segmentation and processes from Lifecycle marketing to generate the highest level of personalized communications. It enables you to deliver the information your leads want when they need it. Establish you or your company as a leader, improve your credibility, and remove sales objections. It all leads to your bottom line as nurturing qualifies the lead and moves the prospect down the sales funnel.

Lead nurturing is a warm way to make use of the various marketing and support collaterals and programs you’ve developed, run across, or obtained, including your industry, application, and product web pages, news, help, research, demos, executive briefings, seminars, webinars, case studies, articles, blogs, video, social media, testimonials, free trials, executive access, and immediate sales and technical support.


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