Marketing Roadmaps

Susan Getgood

Update on Facebook contest rules

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Earlier this week, the All Facebook blog reported that contests and promotions on the Facebook platform would no longer need a written pre-approval from Facebook. This removes a significant barrier to entry to hosting a contest on a Facebook Page for smaller organizations.

Under the old rules, promotions required pre-approval, but the only way to get it was to have a designated Facebook rep, and the only way to get one of those was to run $10K of Facebook advertising.

All the other rules remain the same, so you still cannot use status updates as a method of entry  or automatically enter someone for becoming a fan.

Best practices for influencer engagement

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Over the past few years, I’ve written quite a bit about blogger relations, largely in the context of brands reaching out to bloggers. As I mentioned in my last post, lately I’ve started to think about it more in terms of influencer engagement.

The key to success in social media engagement is to forge strong relationships, deliver relevant content and most importantly, respect the writer and her readers. As a starting point for developing long term sustainable relationships between brands and social media influencers, here are some best practices for your consideration.

Focus on the people, not on your product. Pay it forward — give first, get second.

Effective influencer engagement starts with reaching out to people who will have a genuine and authentic interest in a company or product. That interest is what inspires them to create a story that connects with their (and their readers’) passions. That it also mentions a product or service in some context is only a part of the story; Not all the story nor simply a tack-on mention at the end. For a conversation to be effective for both the brand and the bloggers, the inclusion of the brand has to fit (much like Cinderella’s slipper), not be forced.

Social media leaders should be compensated for their efforts on behalf of brands, and the value should be balanced, with each party obtaining sufficient benefit. In other words, if the product the brand is offering the blogger is a car for a significant period of time, the blogger might consider that  sufficient compensation — depending on what the brand is asking in exchange. A few boxes of cereal or tubes of hand cream? Not so much.

Brands are best served by a “clean, well-lighted” space, in which editorial is clearly distinguished from advertorial content, and brand-influencer relationships disclosed.  There is no such thing as too much information, too much disclosure in the blogosphere. The FTC imposes requirements on brands and bloggers for both disclosure and accuracy, but those are simply the price of admission. Long-lasting trust demands even more than a simple disclosure statement. To gain, and retain, trust, brands, influencers and communities need to be upfront about their point of view as well as their relationships with other parties. It’s the only way the consumer has all the information she needs to evaluate whether the opinion in a blog post is from a peer, and thus relevant to her life. Or simply an endorsement from an interested party or an advertisement. Both have value in the awareness/adoption process just a different one.

Every conversation has multiple stakeholders – the influencers, the brands and the readers, and you have to keep all three in mind when creating a campaign. Is the content relevant to the readers’ interests? Is it interesting? How authentically does it integrate the messaging into the  story without appearing forced or fake? What will the reader experience be? Develop programs that will be interesting for the social media influencers and their audiences – wherever they engage with her — not just an opportunity to get paid for a post, and that support the brand messaging, without being a product pitch.

A sponsored conversation can be just as engaging as a straight-up editorial post, update or Tweet, provided that the topic taps into the woman’s passions, not the product press release.

Less is often more. Reaching out to fewer influencers, but ones that have a genuine interest and desire to support the brand is usually more effective than a larger number of mildly interested folks. A few really good posts by influential women who are leaders in a community can have a stronger, more positive impact than a slew of perfunctory posts. It’s also important to consider how many influencers should be included in a program; a fatigue often sets in when multiple posts about the same thing all appear on the same day. Intended to have a positive impact, such volume actually can have negative impact on a community.

“Keep your friends close. And your enemies closer.” Embrace your critics instead of trying to silence them. This is a tough strategy to follow; it’s hard to invite your critics to take a seat at the table, especially when you know there are hundreds of fans who would be happy to have that seat.

Own your words. When you make a mistake, ‘fess up and apologize. A little humility goes a long way. Bottom line: nothing spreads faster than bad news. If you don’t do social media engagement right, you will face criticism. Better to do it right the first time!

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Cleaning out the inbox:

  • Check out  Blog Marketing to Moms Is About More Than Parenting, an eMarketer study about the momosphere. Full disclosure: I was interviewed for the piece.
  • On December 9th, I’ll be speaking at the Massachusetts Conference for Women at the Boston Convention Center. I’ll be doing a session on using social media to build your brand and professional reputation.  The session was originally framed as an intro-level session, but feedback from the previous two conferences — in Pittsburgh and Houston — has confirmed that the audience wants more advanced content, so in Boston, I’ll be adding content on building a blog strategy. I’ll also be signing Professional Blogging For Dummies in the bookstore.

Six years of blogging – perspectives on social media

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Since I joined BlogHer earlier this Fall, I have had a lot going on — traveling, speaking, digging into the new job, moving my family to the NY area — and this poor blog has been sorely neglected. So neglected in fact that my 6th blog anniversary passed earlier this month and I didn’t even notice.

Thinking about that milestone over this holiday weekend led me to think about some of the changes I’ve observed in the blogosphere.

In 2005,  early adopters were dipping their toes into the blogging waters. The hot topic was the corporate blog, and the term “social media”  wasn’t even being used yet — Facebook was in its infancy and Twitter wouldn’t even be invented for another year. Public relations agencies were just beginning to reach out to bloggers on behalf of brands, mostly high tech and consumer electronics. Online conversation often swirled around the mistakes agencies and companies made with poorly targeted “spray and pray” outreach.

Now, according to research conducted by the Center for Marketing Research at UMass Dartmouth,  23 percent of the Fortune 500 have public blogs, including four of the top five corporations (Wal-Mart, Exxon, Chevron and General Electric), 60 percent have corporate Twitter accounts and 56 percent have Facebook pages (The Fortune 500 and Social Media: A Longitudinal Study of Blogging and Twitter Usage by America’s Largest Companies).

The study, which was announced at the Annual Research Symposium and Awards  Gala of the Society for New Communications Research, concludes:

“This [adoption of social media] clearly demonstrates the growing importance of social media in the business world. These large and leading companies drive the American economy and to a large extent the world economy. Their willingness to interact more transparently via these new technologies with their stakeholders is [a] clear. It will be interesting to watch as they expand their adoption of social media tools and connect with their constituents in dramatically new ways.”

Furthermore, according to research conducted by FedEx and Ketchum, and reported in eMarketer, 75 percent of companies worldwide participate in social media in some aspects of their communications and marketing strategy, with 10% actively leading in the space and 15% still mostly on the sidelines observing (Leveraging Best Practices for Social Media).

Another hot topic in the early days of this blog was whether the Securities and Exchange Commission (SEC) would accept blogs as an outlet for material disclosure by public companies.  The SEC began studying the issue in late 2006 and in 2008, announced that it would accept websites and blogs as outlets for material disclosure under certain circumstances.

The topic that has engaged me the most since I dove into the social media pool, however, is the relationship between brands and consumers. Initially, this activity was called blogger relations, a name that reflected its roots in public relations and a focus on blogs. Over the past year or two, the term blogger outreach became more prominent — in part I think in an effort to distance the work from public relations. At least that was my reason for the vocabulary shift.

The sphere of activity also has extended beyond blogs to embrace social networks like Facebook and microblogs like Twitter and Tumblr, and influence is just as important as blog real estate, prompting a shift to talk about  “social media influencers” rather than just bloggers.

Going into the new year, I will be shifting my analysis of this topic to focus on influencer engagement. How well do we engage influencers across the range of social media channels? What can brands do to better engage the customer with the brand premise while retaining authenticity? What is the role of the influencer herself? What can she do to engage proactively with the brands she loves without “selling out?”

Bottom line, I am more interested in the two-way sustainable engagement, brand to influencer and influencer to brand, than I am in a one-way outreach or a single campaign.

Next week, I’ll kick this off with a brief summary of  some best practices for influencer engagement.

Customer-centric marketing, the power of personal testimony and getting your listening ears on

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This past summer, when I was interviewing for jobs, I drafted the notes below for a follow-up meeting with a tech company (that ultimately did not happen.) Re-reading them recently, I realized they would make a decent post about the marketing process, so I stripped out the specifics.

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Marketing is a process that combines art and science. The more grounded your art is in your science, the more repeatable the process and the more successful you will be. The marketing plan also relies on many different inputs — including the expertise and experience of all the members of the team, past results, market research, data from the field and customer feedback. You can’t develop a marketing plan without the data and the team contributions.

Budget and timing are also factors.  When it comes to marketing tactics, there’s fast, cheap and everything in between. Typically, the most cost effective tactics take time to build before bearing fruit,  and when the situation demands fast results, it usually comes with a higher price tag.

To answer the question, What would you do?, you need to start with some more questions.

  • Who is the customer? How many of them are there in market?
  • What is the product she needs/wants? How well does the product we have match up to what she wants? This helps us understand market potential of a segment. We’re looking for the best fit with the largest possible number of customers. A perfect fit for a very small number of consumers is not sustainable, unless you’ve got a luxury product with high price tag and great margins.
  • What is the emotional driver for the purchase? How can we find a way to differentiate our product based on a dimension that matters to the customer? This is especially critical when you are trying to expand into a new market segment. You may have a very clear understanding of how your product fits the emotional needs of the your initial  customer segment, but no clear idea of how to appeal to a new group, even though you understand that there is an appeal.

For example, take end user security software like anti-virus and spam filtering. For the core customer of these products —  the 25-50 year old technology enthusiast  — the emotional purchase drivers are met by feeds, speeds and features.  He knows he needs security software for his PC  and can be swayed by product excellence, even at a higher price, because being the smartest guy with the best product satisfies an emotional need.

However, if a product is perceived as a commodity, the consumer is likely to be very price sensitive. That one product is better than the others won’t matter as much, unless it also happens to be the cheaper one.

Other segments, like retirees or moms, are less interested in the technical aspects of these products. They need to understand the benefits to them  AND that it won’t be difficult or expensive to obtain the benefits. Their emotional satisfaction in computer use does not come intrinsically from the computer and its operation. They use the computer to do something, and it is in the “something” that we find the emotional driver upon which to base messaging.

  • Where and how does she buy? Who does she trust when making a purchasing decision? We know referral is the best advertising. What referrals matter to this customer? Consumer electronics sales people ( a la Best Buy)? Friends and neighbors? How does this customer weigh testimonials from experts versus “people like me.”

This approach is a customer-centric marketing approach. You’ve got to put the process in place to find out what motivates and excites the target population, and then use this learning in marketing strategy and product development.

Once you have process in place, it is duplicable market to market. You still need creative ideas and the flash of intuition that reveals the killer idea for a specific marketing campaign, but you can’t get to those without the base.

The customer-centered approach is the first leg on the marketing “stool.” The other two are the power of personal testimony and listening posts.

The Power of Personal Testimony

Product messaging should always be grounded in customer experiences, but from their frame of reference, not the product. Consumer product goods companies understand this. In their mass market advertising anyway. No one tugs at the heartstrings better. A brand of laundry soap gets your clothes cleaner, but what it REALLY does is make you happy. Technology companies have a harder time understanding that it’s not the product that matters. It’s what the product lets us do, feel, understand etc.

And when I say customer experiences, I mean the real customers, not the hypothetical customers created in ad and PR agency conference rooms. The consumer has many ways to make her voice heard, from traditional customer service channels in your company to online reviews, social networks and blogging.

Tap into the real personal testimony.

For example, back to our spam filter example. Instead of advertisements in which the consumer thanks the computer security company  for protecting her computer, have her talk about how her life is easier/better now that she has the freedom to shop online and let her kids use the Internet without worrying about viruses, stalkers and identity theft.

Brand evangelist programs and user-generated content (especially video) are another effective way to tap into the power of personal testimony.

Of course in order to really tap into your customers as endorsers, you have to be listening to them.

Getting Your Listening Ears On: Establish online listening posts

You need an active online listening program to understand what is being said about your brand and the overall category online. Capturing online reviews, and feedback from customer service and your sales channels only scratches the surface. These channels capture the folks who really like you or really hate you.

A company needs to grasp the  “muddle in the middle” — what average folks say about a company, competitors and the product category in online forums other than the company’s own.  What they say about their lives and needs even when they do not mention products at all.

This acts as an online focus group and gives valuable  visibility into what the consumer really cares about.  This information can then be used to develop marketing programs, customer service offerings and new products.

Does active listening replace the need for things like focus groups and market research? Of course not. Traditional methods still offer tremendous value to the marketing task, particularly when it comes to measurement. Monitoring is largely dependent on the organic conversation. We’re just eavesdropping. To find out whether we’ve been successful with our programs, we need to ask specific questions, and the old research stand-bys are very relevant to that task.

If you don’t listen? It’s like a child sticking his fingers in his ears. You may not look as ridiculous but it’s just as stupid. And ultimately ineffective.

How the Pennsylvania Governor’s Conference For Women reminded me why I love what I do for a living

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This past Thursday, I delivered my  workshop on using social media and blogs to build your brand and professional profile at the Pennsylvania Governor’s Conference For Women. I was honored — pleased — amazed — gratified — excited by the reception given to the workshop, both at the event and afterward.

Pennsylvania Governor's Conference for Women

Quite simply, it reminded me why I love what I do for a living.

The 500 or so  women in the audience were very engaged.  I had about 6 or 8 questions at the end, and I’m sure there would have been more had I not gotten “the hook” from my timekeeper, because  I was mobbed at the podium at the end. The best part was afterward, though, when folks stopped me in the exhibit hall or came to my book signing to talk more about the topic or get my advice on a more personal level.

And my book! I don’t know how many copies of Professional Blogging For Dummies the conference bookstore had on hand, but I do know that the Pennsylvania ladies wiped it out. My book was sold out by 2pm.

What do I do for a living?  I help:

  • connect brands and bloggers in win-win relationships
  • companies integrate social media into their marketing and customer service strategy
  • people find their social media and blogging sweet spot through my book and workshops

But really, what I do is help people and brands tell their stories. And so many of the women at the conference had wonderful stories to tell. I truly hope they start blogs because I want to  hear from and about them.

That’s why the very best thing was the thank-you note I got on Facebook today from someone who attended my session and bought the book. She wrote that I inspired her to get moving on her business and a blog.

That makes all the difference.

Because I know that I made a difference.

I love what I do.

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If you are in Houston or Boston, don’t miss the upcoming conferences in these states. I’ll be doing the social media workshop at both, and look forward to meeting you there. In fact, I am giving away a pass to each. All you have to do is leave a comment on my September 25th post for your chance to win.

Good friend Morra Aarons-Mele’s company Women Online is a sponsor of the conferences, in good company with firms like Citizens Bank and State Farm Insurance.