Marketing Roadmaps

Blogging

Blogger Relations: Where has all the creativity gone?

by

There are two principal components of successful outreach strategy. For simplicity’s sake let’s call one Execution and the other Content.

Execution is all the tactical stuff – targeting the appropriate bloggers or reporters, getting the details right — the simple things like name, blog name, email address, following through appropriately, sending review or sample product promptly. Execution is the HOW.

Content. That’s the pitch, the message, the story, the program. Content is the WHY. As in why should I care? Your pitch better answer that simple question straight up, or you will strike out.

Successful outreach programs get both of these elements right. Some recent examples:

No question about it, there are PR and marketing people who really get how to do it right, and are fortunate enough to have clients or bosses who trust them, who let them get it right.

Unfortunately, there aren’t enough of them.

I still see far too many execution errors — the dear blogger, dear xx, sending the same pitch to the same blogger at multiple blogs, forgetting to delete template notes, reforwards of messages without deleting the signature (a recent one had 94 sigs).

Irritating but eventually — hopefully — this will self-correct as tools and training get better and marketers become more sensitive to the potential for stupid, preventable errors. Forming the habit to re-read emails and check attachments before pressing send would be a good start.

The more serious problem is the content.

Agencies are still casting too wide of a net, with too generic a pitch. The lack of creativity is astounding. As is the expectation of what might interest a blogger.

From the inbox:

  • Invitations to promote a contest or support a charity (regardless of whether the blogger has ever expressed any interest in same)
  • The negative competitive pitch. Lead with something negative about the competition and then show how you are so much better. These often are ham-fisted and make the company look like a bully.
  • Requests for the blogger to write about or review a product without an offer to actually send the product. Extra demerits if the blogger asks for product, and the company offers a jpg instead. Or worse, promised product never arrives.
  • My perennial favorite – press releases (especially when they have no cover note)

We also seem far too reliant on BIG programs – trips, free appliances, free consumer electronics. Lately, Twitter seems absolutely cluttered with bloggers announcing yet another giveaway. More More More. Free Free Free.

I’ll leave aside the issues raised by the potential changes to the FTC’s guidelines for commercial endorsements and testimonials.  I think these are manageable, although I do question whether affiliate marketing should be lumped in with commercial endorsements and testimonials. I think not — more next week.

Problems with the BIG blogger relations programs

First and foremost, are they sustainable? One of the phrases that comes to mind is: Begin as you intend to continue. But can they? I think Frigidaire’s current appliance campaign is very clever, but what happens next year?

Another problem is noise. The signal to noise ratio is increasingly out of whack. There are a lot of giveaways and contests announced on Twitter every day, but I’m not sure I could tell you a single brand. It’s becoming a muddle. Full of ethical landmines like companies offering cash to the first 50 reviewers to post about something on iTunes.

Where’s the creativity?

Why aren’t we spending the time to find those commonalities with our customers that create truly memorable campaigns and foster long term relationships. It can be done. We just don’t take the time.

Instead we rely on formulas. For example the tried and true brand ambassador program. There’s NOTHING wrong with a brand ambassador program. Except if the same bloggers get all the invitations to participate, how wide is your message spreading, and what else is it competing with?

Events. Invite x number of bloggers to DisneyWorld or a spa, treat them really well and hope for the best? What are the expectations and are they being met?

And then there’s my favorite – the solution in search of a problem. The latest example is Dunkin’ Donuts’ Dunkin’ Run iPhone app. Sure, it’s cute and clever, but does it solve a real customer problem?

How well do these programs match up to marketing objectives and do they deliver?

The smart folks are measuring. They know when they hit and they know when they miss so they can fix it for next time. In fact, I expect that the good programs I mentioned above  had some form of measurement based on a consumer behavior, not just clip counting or ad equivalency.

This is where we need to place our focus — on developing meaningful relevant campaigns that deliver results.

Relationships are very important, but when you sit down to develop your next program or new business pitch, ask yourself if you are asking the right questions?

Does the program meet the marketing objectives or are you trying to make a favorite tactic fit? Are you going back to the same well, or bloggers,  over and over, because it’s easy, familiar?

This is even more important when outsourcing all or part of a project. You don’t want a cookie cutter program or something developed to meet the goals of another client.

You want a creative program that delivers to YOUR goals.

Do you WANT advertisers to lie to you?

by

Today, an AP story about the FTC’s review of the guidelines for testimonials and endorsements and a John Dvorak PC Mag column about same stirred up the blogosphere a wee bit, although the scintillating *yawn* news of Jon & Kate plus 8 minus 1 seemed a potent distraction.

While the spate of coverage leads me to wonder if the FTC is getting closer to announcing the new guidelines — the AP prefers to lead, not lag, the news — nothing was announced today. Apart from the fact that it is officially summer, nothing has changed since the last round of posts and articles on the topic one month ago.

The FTC is reviewing its guidelines on endorsements and testimonials and expects to issue new ones this summer. These guidelines will affect social media and viral marketing. They may also impact affiliate marketing, such as Amazon.

If you are upset about this,  I have some questions for you.

  • Do you want advertisers to lie to you?
  • Do you want to wonder whether a commercial endorsement is honestly from the heart of the writer, or from the keys of a copywriter?

Right. I didn’t think so.

The enforcement guidelines on endorsements and testimonials  exist to make sure that consumers have the information they  need to judge a commercial endorsement. That is the FTC‘s job, to protect consumers .

The Federal Trade Commission is the nation’s consumer protection agency. The FTC’s Bureau of Consumer Protection works For The Consumer to prevent fraud, deception, and unfair business practices in the marketplace. The Bureau:

  • Enhances consumer confidence by enforcing federal laws that protect consumers
  • Empowers consumers with free information to help them exercise their rights and spot and avoid fraud and deception
  • Wants to hear from consumers who want to get information or file a complaint about fraud or identity theft

Consumers.

That’s us.

It’s NOT about the blogger, or your credibility. It’s about whether the reader — the consumer – would have a different impression of your opinion if it were compensated versus unsolicited. Your ethics could be impeccable, your opinion unchanged by the commercial transaction of free product or paid post. It doesn’t matter.

It’s not about you.

It’s all about whether the reader would have a different understanding, and you can’t decide that.

Hence the guidelines, so we can understand our responsibilities under the law, and the need for disclosure.

This doesn’t mean bloggers shouldn’t accept review product or free trips or whatever else companies might be offering for consideration. If you’ve got a property that companies consider valuable, why not profit from it. You just need to understand that under the FTC rules, if you are compensated, either directly or in product, the FTC guidelines for commercial endorsements may apply to you.

I recommend that bloggers publish their review and disclosure policy on their blogs, and if active on social networks like Facebook, Twitter and LinkedIn, a policy that covers your potential activities in these networks. I had updated my blog statements a month ago, but today I added links on Facebook and Twitter to clarify how I might mention products on these status-oriented sites.

Your readers decide if you are credible.

The FTC is just asking that you provide them with all the information they need to make that assessment. That’s everything from what and how you say it, to whether you may have been influenced by others.

You want that from the sites and blogs you visit.

Don’t begrudge it to your audience.

Marketing Roadmaps (and me) around the blogosphere

by

I’m testing Social RSS on my Facebook Profile, and need a new post quickly to make sure it posts a new entry to the Wall, so you lucky readers are being treated to a list of places around the blogosphere where I have appeared or contributed in the past couple months. Enjoy!

Diva Talks! Blog Talk Radio podcast. Toby Bloomberg invited Liz Gumbinner (Mom 101, Cool Mom Picks) and me to talk about the best ways to reach out to bloggers. Especially parent bloggers.

Open the Dialogue, MWW Group’s social media blog – Guest post on the differences between bloggers and journalists (May 28) and Interview (June 15th). All about blogger relations, baby.

While you’re over at Open the Dialogue, check out m.insight, MWW’s new mobile app for downloading marketing & pr news feeds right to your phone.

Radical Parenting – Interview.

communicationcontrolling.de – I wrote an article about April’s New Comm Forum for this German online publication.

The great Facebook URL grab of 2009

by

Giddy-up cowboys and girls.

As of Saturday morning, you can get a Facebook URL with an intelligible username instead of a bizarre sequence of numbers and letters. For example, my profile is now facebook.com/sgetgood.

Organizations and brands with more than 1000 fans of their fan page BEFORE May 31, 2009 could also protect their brand name with a custom URL last Saturday, but everyone else – fan pages created after May 31 or with less than 1000 fans – has to wait until June 28th, although there are mechanisms for protecting your trademarks.

The Facebook URL Grab

This simple Facebook change has resulted in a mad rush to recruit fans and create fan pages, even though at this point, there’s no way to reserve the name for a fan page. Everyone has to wait until June 28th.

Now I’ve already gone on record that I think nearly every business in America should have a Facebook page, because, point blank, your customers are there. If you’ve already been thinking about setting up a Facebook presence, and the June 28th deadline moves you ahead faster, there’s no reason not to go for it, full speed ahead, and try to get the Facebook URL you really want.

But if you haven’t:

  • Identified an initial customer/fan base that is on Facebook or can be invited easily (from a listserv, email list, Twitter, website etc.);
  • Developed a plan for updating your Facebook page on a regular basis;
  • Developed a plan for integrating Facebook into your other promotional efforts, on and OFF line,

600px-Stop_sign.svg STOP!

Take a deep breath, and let’s start at the beginning.

Why do you want a Facebook page? Are your customers on Facebook? Do you have a plan and the resources for engaging with your customers on Facebook once they become your fans? Do you have a blog or other online content, such as video, that you can link to Facebook to keep it fresh? If not, how will you engage the customer? No one likes to be invited  only to have no one else — not even the host — show up at the party. Are you willing to develop promotions for your online fans?

Take the time to answer these important questions about your Facebook fan page before you start, and worry about the unique URL afterward. If your brand is a registered trademark, you have solid ground for booting any cybersquatters. If it’s not, ask yourself — what does more damage to my business? Customers seeing a lame inactive Facebook page for my company or waiting until I’ve got my stuff together even if that means my URL isn’t the “perfect” one?

I think it’s the lame inactive page that does more harm. Your Facebook page doesn’t stand alone; you promote it on your website, in your email signature, in company collateral. Take the time to create something your customers – your fans – will want to engage with. The time you need to do it right. If it is not your first choice name? So what. Your website URL probably isn’t either. If lack of URL choice — that you didn’t get your first choice — is your excuse for not succeeding? You deserve to fail.

Just don’t take too much time…. or your competitor will get there first. Your company or brand DOES need a Facebook page. Just don’t rush to do it before you are ready to commit to continue doing it.

What about blogs?

Should bloggers create a fan page? The answer is…maybe. Facebook created the fan page as a home for companies, organizations and groups. Institutional identities versus individual identities.  It may make sense for an individual blogger to have a fan page in addition to a profile page [a fan page administrator must have an individual profile] under a few circumstances. Otherwise, I wouldn’t bother. It’s just one more thing to update.

Here’s when a fan page may make sense for a blogger:

  • If the blog is a commercial business entity. Example: Cool Mom Picks, Alphamom
  • If the blog is a multi-author blog.  Example: Snapshot Chronicles Roadtrip, my new travel blog.
  • If the blogger wants to have a clear delineation between friends (profile) and fans (page). Example: celebrities, high profile bloggers, professional service providers.

Otherwise? My advice is to think twice before adding another thing to your social media plate. There are already ways to promote your blog through Facebook – Networked Blogs, linking your feed to Facebook, setting up a group. Only do the Facebook page if you are willing to make at least a small commitment to feeding the beast.

Facebook: the gateway drug to social media, & other thoughts on SOCIAL networks

by

Repeat after me: It’s the SOCIAL that matters in social networks, not the network. On or offline, it’s the community that matters, not the structure. Even where there is no structure, community will emerge. Look at Twitter.

The engagement is what matters. Not the form of the network. Blogs, Facebook, communities like Cafe Mom and BlogHer, Twitter, LinkedIn, “Old fashioned” forums and bulletin boards. These are all forms of social media engagement.

The trick is to find the ones that matter. To you. To your business.

When I do my social media 101 workshops for business audiences, the thing I stress them most is that you want to be where your customers are. For individuals, where your friends are. Otherwise, why bother?

This week, Harvard Business Review’s report that only about 10% of Twitter users account for about 90% of the traffic on the network was quasi big news in social media circles. To which I say: what else did you expect? Twitter is most clearly an early adopter space, and early adopters are bound to be more active than users in general. @GuyKawasaki and @Scobleizer probably account for 1% alone. With (Kawasaki) or without (Scoble) ghweeters (ghost tweeters).

As it matures, the Twitter numbers may more closely reflect typical social network activity, where approximately 1% are active and the balance passive consumers of content, but for now, Twitter is the avant garde, the edge of social media. Trying to reach the early adopters? Ignore Twitter at your peril. We’re there. Every day. Using it on our phones and iPhones and Blackberries too.

Mass market? Don’t worry about it. For now.

More interesting were the Nielsen stats that time spent on Facebook had increased 700 percent, and on Twitter, more than 3,700 percent (hat tip Brian Solis).

nielsen

Look carefully at those overall number for Facebook. Nearly 14 million total minutes in April. Nearly three times the nearest competitor MySpace.

This is why Facebook is the gateway drug to social media. And why it should be part of your marketing strategy, no matter what you sell.

Before I delve into why Facebook is so important, let’s review some of the common characteristics of social network sites  like Facebook, LinkedIn, CafeMom, BlogHer etc.

  1. Consistent user interface
  2. Friend lists
  3. In-system messaging
  4. Ability to make and join groups
  5. Opportunity for commercial interaction with members
  6. Links in/out to other social media applications (blogs, other communities etc.)

We also hope to find our friends and/or people of like interests who might become friends. Every online community may not have everything on the list, and the implementation within the networks will likely look different community to community, but by and large, most online social networks have some flavor of these commonalities.

A social network is more fun when there are enough members to generate a reasonable level of activity. The easier the site is to use, the easier it is for members to connect with the other members, the more active members the community is likely to have. The more active, fun and useful a social network is, the more new members it will attract. Lather rinse repeat.

The limiting factor then becomes the core reason for the network in the first place. What brings the people together? The more narrowly defined the community, the fewer members it will have. CafeMom, for moms. BlogHer, women bloggers. And so on. It may still have many many members, but a “vertical” interest community won’t have everybody.

Which brings us to Facebook. Facebook is for everybody. Once you are in Facebook, you can make and join interest groups, but the only limiting factor on Facebook is that you must be willing to identify yourself by your real name. No anonymity.

It’s easier to use than blogs or MySpace, the distant second place finisher in the Nielsen reports, because the user interface (screens and functionality) is consistent user to user, page to page. The company fan pages even look pretty much like the personal profile pages. It’s easy to find what you’re looking for. Most of the time, and provided of course they stop changing the user interface.

Because it is all-inclusive and relatively easy to use, if a person is even marginally active online, it’s almost a no-brainer to join Facebook. Now, when a person joins a new social network, what’s one of the first things she does?

Yup. Recruit her friends to join her. It’s more fun when all your friends are there. Since there’s no limiting interest on Facebook, you can invite everyone you know, and most people do.

And so on and so on and so on.

Net? Just about everyone who engages in social media has a Facebook account, and once you step away from the technology geeks,  early adopters and gamers, Facebook is very likely to be the first adult social network a person joins. Gen Y and Millenials may start with things like Club Penguin or “white space” communities, but those are “childish things.” [My spare copy of The Tipping Point, if you want it, to the first commenter who can source this reference. Alternative prize: if you are going to BlogHer, I’ll buy you a drink.]

Facebook is a mostly grown up place. And it’s where most grown-ups start their descent into the madness that is social media. A dark dark place of addiction.

Oops sorry. I let my gateway drug analogy run away with the post. Seriously, though, Facebook is the point of entry into social networks for many users. Some may move on to mainline social media on the wild wild web, but many will be happy as clams hanging out in Facebook with their friends. Even if the more adventurous do go exploring Twitter and Ning and other cool stuff, they are bound to pop back to Facebook now and again to hang with their friends. Even if they hate it, they won’t be able to totally avoid it. Trust me, I speak from personal experience 🙂

Why? Because Facebook is the community where you are likely to find the largest number of all your friends and acquaintances, regardless of what your commonality with them is – neighbor, classmate, friend, relative, co-worker, colleague, fellow {fill in the blank} fan/critic, etc.  Exception issued to social media geeks who seem to have abandoned Facebook for Twitter, although I bet if we continue to build out our Facebook networks, they’ll include more people we know, or have known, in the real world than Twitter does. By a significant factor.

But normal people? They’re in, and will continue to be in, Facebook. Or if Facebook falters too badly, a successor that shares the same model of inclusion. [Note: this is an unlikely scenario. Merger or new management more likely than total fail.]

Normal folk may join one or two other special interest communities and LinkedIn for professional connections where applicable, but that’s my gut feel for the limit for active engagement. Reading regularly. Commenting, at least once in while. We may join other networks, but it’s hard to be truly active in more than a few.

So, back to my statement that Facebook should be part of your marketing strategy, no matter what you sell.

Rule Number One in my social media strategy book is that you should be where your customers are. If you sell a consumer product, you have customers on Facebook. If you are a non-profit, you have both constituents and donors on Facebook. Even business to business products may find their customer or constituent base on Facebook, especially if they have a business to community component, such as the largest employer in a community or a chamber of  commerce.

Making Facebook part of your strategy doesn’t mean you have to have your own fan page, although it will probably play out that way for most companies. It could be as simple as monitoring the activity on relevant groups and providing information through a designated employee representative.

Most companies though will take the step of setting up a Facebook fan page. This is smart business, but you have to feed the beast. You can’t just set it and forget it. In this respect, it’s no different than if you started a company blog – regular updates, engagement with the customer, responding to comments and questions. The big difference, and why it is attractive as a point of entry into social media for many companies, especially smaller ones, is that Facebook provides the infrastructure. You just pour your content into their framework.

Unlike the user example above, where I posit that many will be fat smart and happy staying in Facebook as one of their primary social networks and never feel the need to venture too far into the social media wilderness, I expect many companies will feel the limitations of the Facebook structure for their branding requirements, and supplement their Facebook presence with content on their own websites or blogs. More than a few will start with their own sites and branch back into Facebook to reach a larger constituency. The more you integrate the experience, on and off Facebook, the tighter the connection with the customer.

Just do me a favor please. Don’t create one of those stupid quizzes. Find another way to engage the customer.

Pretty please. With sugar and a cherry on top.