Social media, networking and permission marketing are not just names but definitions. To participate at a business level it is critical to understand what these words mean. Expertise is scarce and charlatans are everywhere. If you want to engage total strangers for profit you better figure this out.
Watch Chris Brogan, and other gurus of social media, they universally admit they are learning. Spamming and frequency or bombarding you with ads or mail doesn't work. Old media is dying. My own local newspaper has gone from 900 employees to less than 300 in three years. Five local magazines have gone out of business in 7 months. Ramming sales through your door with mass marketing is so over.
Permission marketing is different. Take a look at Mommy bloggers and destination marketing organizations. Neither industry is sales driven or technical. I believe this gives them an enormous advantage. In my opinion a terrible blogger from these industries is often much better than a professional from others. Skilled participants like Visit Tampa Bay are producing profits for their partners.
I network with about 1500 hotels and destination offices on several platforms. The differences in their communications are stark. Hotels typically broadcast rate specials day in and day out. I don't know why they or perhaps you, think we care. Slick insincere advertising copy writers need not apply. Show us something we enjoy or need and say it like you mean it. Relationship building online requires frequency, accuracy and heart.
Whoever works on your social media will learn much from mommy blogs or your local tourism office. You'll find all communications gentle opportunities not screaming commercials. Model your social media dialog after these industries. You'll build better and faster networks this way. Of course you can sell online but your approach must be more of a pull than a push.
There are salesmen and computer people who are excellent social media professionals. More are neophytes with little experience. If your thinking about hiring one I suggest you look at their own personal and professional social media commitment. On the job training is too expensive. If they don't have any network followers, contacts AND (not or) friends of their own, don't hire them. That's the beauty of SM everything is out in the open.
No matter who brings you into this raging river of communication called social media, sooner is better. Email usage is leveling off as social media gains popularity. Young people don't email much; they are our very predictable future. They are also intolerant of sales pitches and robotic techno speak.
I think mommy blogs and destination sites do well because they don't really have products. Moms give help to their connections. Destinations offer fun activities not cheap hotel rooms. Study their subtle presentation method and communication techniques.
In the end, you need to be my friend if you want to do business. Mommy Bloggers and destination marketing people are great friend makers. Watch and learn...
Friday, June 18, 2010
Monday, April 19, 2010
Social Media Prospecting - A hunting we will go!
As a young man I was delighted by Elmer Fudd and his constant quest for that "Wasclee Wabbit". Mr Fudd would try everything to bag Buggs Bunny. The antagonistic rabbit was always able to be somewhere else when Elmer pulled the trigger.
During my social media seminars and consultations, I have noticed similarities. Everyone in attendance is hunting for business. Like Elmer Fudd, my attendees find their "wasclee" customers elusive and hard to pin down. If you remember, Elmer tried everything. It's not funny in real life when your trying to turn a profit and nothing works.
Social Media platforms are considered "big guns" in marketing. With 408,000,000 FaceBook members, thats a reasonable assumption. Twitter, Linkedin, YouTube and the rest are valid opportunities. Why not? There are a billion computers in the world now and 3 billion mobile units. Social media taps nearly every unit in a warn and engaging manner.
Unlike cartoon characters, my clients know what to do with a customer if they see one. The part they are missing is the hunt. Expecting business from social media is kind of like 10,000 monkeys with 10,000 typwriters preparing the US Constitution in 10,000 years. Will the infinite monkey theorum work for you? Not bloodly likely!
Hunting down customers is the single most important job in business development. Everyone uses buggy whip manufacturers as a prime example of industries desroyed by progress. You must have heard somebody say they closed when cars were invented. This is simply not true, buried in examples of their demise are people selling very expensive buggy whips. A few producers hunted the world and developed a wealthy equestrian customer base. Social media is perfect for hunting if you change your thinking.
As a marketing and sales director for televsion and magazine advertising firms, my job was to "hunt" prospects. Salespeople, even the bad ones could close deals if I could get them to a modestly interested businessman. Really - even my bad sales people could sell if I got them close.
Think about your social media. Who do you contact now? Is it your mom, friends or everyone on earth that is likely to buy from you? What do you put out in Tweets and posts? Are you eating a ham sandwich or pointing out luxury hotel income has been up three weeks in a row to your tourism contacts?
If you want business online act like it. Some say a message mix of 80% social and 20% business is good. You can't act like a multilevel marketing piranha and expect folks to follow. Thats common sense but I disagree with the 80% social rule. Marketing in a world of permission requires focus.
Posting about your cat everyday won't build your business or your credibility. Actually, I can't think of anything you can post repeatedly and prosper. I suggest you break down the original 80% social aspect again into 80/20 with your new 80% business related. Not you, but industry information that is good.
Take the 20% and say your sick of working late again, you went to a new restaurant or your cat gives your boss the heebe-jeebees. Go very personal very seldom, do it to add dimension to your presentation. Sell your own product rarely and when you do be serious.
All of this is preparing for your hunt. You can't hunt elephants with a BB gun and you can't hunt customers with inane drivel. Loading up on good information sets the stage for increased attention from your target audience.
I started hunting tourism organizations two years ago. I didn't take long to realize hotels have great influence with these offices. Soon I was hunting hotels. I friend, connect or follow them and direct them to this blog to show I'm serious.
This has been very good for me even though the market is small. Last week I did a telephone consultation for a very successful event production agency in Cananda. They found me online and liked what they saw. One of the owners sent me an email with a question. I answered. She sent me another. Eventually I told her she was almost out of free advice. We did business! I put their money in my account because of social media. They were kind enough to recommend me on Linkedin. I will use their kind words as bait. Social media puts recomendations on steroids! Imagine 22% of my blog readers will click on the link - they can't resist.
Socal media won't work unless you approach it as a hunter. "Who will buy from you", "what do they want to know" and "where are they" is key. In my seminars I point out 65% of people who use Twitter are at work. That means they have a job and a computer station. A good start if your selling vacations or cars.
Hunters know the seasons and reasons game moves. Why do people go to specific Linkedin groups or post events on Twitter? Do you know MySpace is still better to market music type offers? Learn to spot opportunity, find your proverbial waterhole in cyberspace. Learn what other hunters in your industry do on social media. Follow them and steal their contacts.
Only people who want what you have will buy your stuff. They are somewhere on Social Media. Elmer Fudd was unable to put himself on target. Can you? Marketing rules are the same for social media. Don't be confused by the technology.
I suggest content is more important than anything now. Focus your efforts there. Reward your friends and followers with value. Forget the zillions and focus on the few. You will make money!
During my social media seminars and consultations, I have noticed similarities. Everyone in attendance is hunting for business. Like Elmer Fudd, my attendees find their "wasclee" customers elusive and hard to pin down. If you remember, Elmer tried everything. It's not funny in real life when your trying to turn a profit and nothing works.
Social Media platforms are considered "big guns" in marketing. With 408,000,000 FaceBook members, thats a reasonable assumption. Twitter, Linkedin, YouTube and the rest are valid opportunities. Why not? There are a billion computers in the world now and 3 billion mobile units. Social media taps nearly every unit in a warn and engaging manner.
Unlike cartoon characters, my clients know what to do with a customer if they see one. The part they are missing is the hunt. Expecting business from social media is kind of like 10,000 monkeys with 10,000 typwriters preparing the US Constitution in 10,000 years. Will the infinite monkey theorum work for you? Not bloodly likely!
Hunting down customers is the single most important job in business development. Everyone uses buggy whip manufacturers as a prime example of industries desroyed by progress. You must have heard somebody say they closed when cars were invented. This is simply not true, buried in examples of their demise are people selling very expensive buggy whips. A few producers hunted the world and developed a wealthy equestrian customer base. Social media is perfect for hunting if you change your thinking.
As a marketing and sales director for televsion and magazine advertising firms, my job was to "hunt" prospects. Salespeople, even the bad ones could close deals if I could get them to a modestly interested businessman. Really - even my bad sales people could sell if I got them close.
Think about your social media. Who do you contact now? Is it your mom, friends or everyone on earth that is likely to buy from you? What do you put out in Tweets and posts? Are you eating a ham sandwich or pointing out luxury hotel income has been up three weeks in a row to your tourism contacts?
If you want business online act like it. Some say a message mix of 80% social and 20% business is good. You can't act like a multilevel marketing piranha and expect folks to follow. Thats common sense but I disagree with the 80% social rule. Marketing in a world of permission requires focus.
Posting about your cat everyday won't build your business or your credibility. Actually, I can't think of anything you can post repeatedly and prosper. I suggest you break down the original 80% social aspect again into 80/20 with your new 80% business related. Not you, but industry information that is good.
Take the 20% and say your sick of working late again, you went to a new restaurant or your cat gives your boss the heebe-jeebees. Go very personal very seldom, do it to add dimension to your presentation. Sell your own product rarely and when you do be serious.
All of this is preparing for your hunt. You can't hunt elephants with a BB gun and you can't hunt customers with inane drivel. Loading up on good information sets the stage for increased attention from your target audience.
I started hunting tourism organizations two years ago. I didn't take long to realize hotels have great influence with these offices. Soon I was hunting hotels. I friend, connect or follow them and direct them to this blog to show I'm serious.
This has been very good for me even though the market is small. Last week I did a telephone consultation for a very successful event production agency in Cananda. They found me online and liked what they saw. One of the owners sent me an email with a question. I answered. She sent me another. Eventually I told her she was almost out of free advice. We did business! I put their money in my account because of social media. They were kind enough to recommend me on Linkedin. I will use their kind words as bait. Social media puts recomendations on steroids! Imagine 22% of my blog readers will click on the link - they can't resist.
Socal media won't work unless you approach it as a hunter. "Who will buy from you", "what do they want to know" and "where are they" is key. In my seminars I point out 65% of people who use Twitter are at work. That means they have a job and a computer station. A good start if your selling vacations or cars.
Hunters know the seasons and reasons game moves. Why do people go to specific Linkedin groups or post events on Twitter? Do you know MySpace is still better to market music type offers? Learn to spot opportunity, find your proverbial waterhole in cyberspace. Learn what other hunters in your industry do on social media. Follow them and steal their contacts.
Only people who want what you have will buy your stuff. They are somewhere on Social Media. Elmer Fudd was unable to put himself on target. Can you? Marketing rules are the same for social media. Don't be confused by the technology.
I suggest content is more important than anything now. Focus your efforts there. Reward your friends and followers with value. Forget the zillions and focus on the few. You will make money!
Friday, April 9, 2010
Social Media Seminar Data Links
If you attended my Space Coast, CVB seminar let me thank you again. As promised here is my data source list.
Here is a collection of really good information on social media. Certainly this is a departure from my normal bloging format. I hope you find it useful.
1. Twitter Writes Its own Success Stories by Brian Solis - In the middle of 2009, Twitter embarked upon two promising projects, each designed to increase user retention, simplify adoption and engagement, and unlock the imagination for sharing and learning as well as building communities, one follow and one tweet at a time. First, Twitter redesigned its home page to convey the ease and demonstrate the value of a new forum for micro communication. Second, Twitter introduced a 101 series of lessons aimed at businesses to help them embrace Twitter as a tool to establish good will with customers and prospects and also increase brand awareness and potentially demand and sales overall. On March 30th, Twitter rolled out a new home page to showcase trends and real-time search results. Twitter.com now also features the top tweets at any moment as well as friends, industry peers, celebrities, and relevant businesses to provide a sample flavor of Twitter.
2. Statistics on Facebook from Facebook - More than 400 million active users. 50% of our active users log on to Facebook in any given day. More than 35 million users update their status each day. More than 60 million status updates posted each day. More than 3 billion photos uploaded to the site each month....
3. Required FTC Blogger Disclosure by Walter Olson - The most absurd part of it is the way the FTC is trying to make it okay by assuring us that they will be selective in deciding which writers on the internet to pursue. That is, they’ve deliberately made a grotesquely overbroad rule, enough to sweep so many of us into technical violations, but we’re supposed to feel soothed by the knowledge that government agents will decide who among us gets fined.
4. New Media University by Brian Solis - Co-Founder Biz Stone explained the rationale behind the creation of the guide, “Many are seeing a wide variety of businesses using Twitter in interesting ways to create value for customers and consumers. As a result, we’re often invited by businesses and organizations to talk about Twitter and how it can be used to better engage with customers. The results demonstrate how customers are getting value out of Twitter and suggest techniques businesses can employ to enhance that value.”
5. linkedin.com by quantcast - Here you get meat and potatoes demographics. Look up cities states domains whatever tyo define your Twitter opportunity.
6. Age-Gender Demographics of Facebook Users in USA by Anand - More women are into Facebook in the US than men. In the most recent study, there were over 34.3 million American men and 45.4 million American women who were registered on Facebook. Here is the percent-wise distribution (of the whole US population) in the various age categories...
7. 54% of US Internet users on Facebook, 27% on MySpace by Lee Ann Prescott - December 2009 data from comScore puts Facebook’s unique US visitor count at nearly 112 million. With a total estimated US Internet population of 205 million, that means that 54% of all Internet users are on Facebook. MySpace captured a still strong 57 million users in December — 27% of the Internet population.
8. 6 Ingredients of Successful Collaboration by Amber Naslund - Many collaborations fail before they start because the people involved aren’t sure what they’re trying to accomplish. Like many projects and processes, collaborative ones need a purpose, and a clear direction. Everyone needs to be working from the same set of sheet music, understand roles and expectations, and understand what a successful project looks like
9. 5 Elements of a Successful Facebook Fan Page by Samir Balwani - Building a large following requires a network of other platforms, working in conjunction to drive visitors to your fan page. One brand that does that well is Victoria’s Secret with their PINK line. As you can see, on their PINK landing page they have a link to their Facebook fan page and their MySpace() profile. Victoria’s Secret leverages the traffic their home page gets and pushes them to their Facebook fan page.
10. Twitter tops 10 billion tweets - It took more than three years for Twitter to reach 10 billion tweets. But thanks to rapid growth, 20 billion doesn't seem too far away.
11. How Small Businesses Are Using Social Media for Real Results by Samuel Axon - Social media can be a scary prospect for small businesses; unlike traditional marketing methods, it puts part of the message in the hands of the customers. But while it’s easy to be concerned that the message will go the wrong way, the benefits can outweigh the risks if you use the available services wisely.
12. Facebook and Twitter Making a Major Impact on Purchase Decisions by Adam Ostrow - Specifically, the study by Chadwick Martin Bailey and iModerate Research Technologies found that consumers are 67% more likely to buy from the brands they follow on Twitter, and 51% more likely to buy from a brand they follow on Facebook(). Moreover, they’re 79% more likely to recommend their Twitter() follows to a friend, and 60% more likely to do the same on Facebook:
That should be enough to get you going! If I would recomend one source it would be Mashable. They have a million followers for a reason. A few of the links above are from them.
Last let me say if you don't know how to do it and you can't find directions on You Tube you need to forget about doing it. Fan pages set-up, Building a better Linkedin profile,Twitter accounts, BBQ, folding shirts, whatever - You Tube will have a tutorial.
Promise...
adman2u@cfl.rr.com
Here is a collection of really good information on social media. Certainly this is a departure from my normal bloging format. I hope you find it useful.
1. Twitter Writes Its own Success Stories by Brian Solis - In the middle of 2009, Twitter embarked upon two promising projects, each designed to increase user retention, simplify adoption and engagement, and unlock the imagination for sharing and learning as well as building communities, one follow and one tweet at a time. First, Twitter redesigned its home page to convey the ease and demonstrate the value of a new forum for micro communication. Second, Twitter introduced a 101 series of lessons aimed at businesses to help them embrace Twitter as a tool to establish good will with customers and prospects and also increase brand awareness and potentially demand and sales overall. On March 30th, Twitter rolled out a new home page to showcase trends and real-time search results. Twitter.com now also features the top tweets at any moment as well as friends, industry peers, celebrities, and relevant businesses to provide a sample flavor of Twitter.
2. Statistics on Facebook from Facebook - More than 400 million active users. 50% of our active users log on to Facebook in any given day. More than 35 million users update their status each day. More than 60 million status updates posted each day. More than 3 billion photos uploaded to the site each month....
3. Required FTC Blogger Disclosure by Walter Olson - The most absurd part of it is the way the FTC is trying to make it okay by assuring us that they will be selective in deciding which writers on the internet to pursue. That is, they’ve deliberately made a grotesquely overbroad rule, enough to sweep so many of us into technical violations, but we’re supposed to feel soothed by the knowledge that government agents will decide who among us gets fined.
4. New Media University by Brian Solis - Co-Founder Biz Stone explained the rationale behind the creation of the guide, “Many are seeing a wide variety of businesses using Twitter in interesting ways to create value for customers and consumers. As a result, we’re often invited by businesses and organizations to talk about Twitter and how it can be used to better engage with customers. The results demonstrate how customers are getting value out of Twitter and suggest techniques businesses can employ to enhance that value.”
5. linkedin.com by quantcast - Here you get meat and potatoes demographics. Look up cities states domains whatever tyo define your Twitter opportunity.
6. Age-Gender Demographics of Facebook Users in USA by Anand - More women are into Facebook in the US than men. In the most recent study, there were over 34.3 million American men and 45.4 million American women who were registered on Facebook. Here is the percent-wise distribution (of the whole US population) in the various age categories...
7. 54% of US Internet users on Facebook, 27% on MySpace by Lee Ann Prescott - December 2009 data from comScore puts Facebook’s unique US visitor count at nearly 112 million. With a total estimated US Internet population of 205 million, that means that 54% of all Internet users are on Facebook. MySpace captured a still strong 57 million users in December — 27% of the Internet population.
8. 6 Ingredients of Successful Collaboration by Amber Naslund - Many collaborations fail before they start because the people involved aren’t sure what they’re trying to accomplish. Like many projects and processes, collaborative ones need a purpose, and a clear direction. Everyone needs to be working from the same set of sheet music, understand roles and expectations, and understand what a successful project looks like
9. 5 Elements of a Successful Facebook Fan Page by Samir Balwani - Building a large following requires a network of other platforms, working in conjunction to drive visitors to your fan page. One brand that does that well is Victoria’s Secret with their PINK line. As you can see, on their PINK landing page they have a link to their Facebook fan page and their MySpace() profile. Victoria’s Secret leverages the traffic their home page gets and pushes them to their Facebook fan page.
10. Twitter tops 10 billion tweets - It took more than three years for Twitter to reach 10 billion tweets. But thanks to rapid growth, 20 billion doesn't seem too far away.
11. How Small Businesses Are Using Social Media for Real Results by Samuel Axon - Social media can be a scary prospect for small businesses; unlike traditional marketing methods, it puts part of the message in the hands of the customers. But while it’s easy to be concerned that the message will go the wrong way, the benefits can outweigh the risks if you use the available services wisely.
12. Facebook and Twitter Making a Major Impact on Purchase Decisions by Adam Ostrow - Specifically, the study by Chadwick Martin Bailey and iModerate Research Technologies found that consumers are 67% more likely to buy from the brands they follow on Twitter, and 51% more likely to buy from a brand they follow on Facebook(). Moreover, they’re 79% more likely to recommend their Twitter() follows to a friend, and 60% more likely to do the same on Facebook:
That should be enough to get you going! If I would recomend one source it would be Mashable. They have a million followers for a reason. A few of the links above are from them.
Last let me say if you don't know how to do it and you can't find directions on You Tube you need to forget about doing it. Fan pages set-up, Building a better Linkedin profile,Twitter accounts, BBQ, folding shirts, whatever - You Tube will have a tutorial.
Promise...
adman2u@cfl.rr.com
Thursday, March 18, 2010
Social Media hasn't changed rules of marketing
I entered advertising as a salesman for a cable TV advertising firm in 1978. Three years later, I was stolen away by an ad agency. After BUYING advertising for 30 years, my marketing philosophy had changed almost completely. Social media is forcing this philosophical transition on everyone. I understand why Pepsi pulled out of the Super Bowl and dedicated $20,000,000 to social media last year.
Selling often reshapes a product to match a customer's needs. This results in some seemingly credible but totally phony sales pitches. Fear, sex and overstated benefits often mask sheer idiocy in product application. If you listen closely, you will find it is almost impossible to even exist in America without a SHAM WOW. Think they got the first part of the name correct? Other products are even more exaggerated.
Buying is a much different process. You do realize a cleaning cloth is not the answer to life. It gets harder as the pitch moves beyond "too good to be true" into the world of just"maybe". Even harder is the transition from personal benefit to professional asset. We know a cleaning rag won't save us, but how about a new fleet of fuel efficient vehicles, a new marketing plan or software?
New media or "social media" is hard on hucksters. Users rat out underperformers and sing high praises for good guys. Big corporations and little businesses are abandoning old fashioned, under performing advertising and embracing SM. In tough times like these, social media has become the siren song of easy money.
During a recent consultation, my client told me he was getting involved because SM was big and it was free. No Kidding - Free! It's free until you realize your time invested must be substantial if you are to turn a profit. "Really," I said. "Let's step away from the cyber-Kool-aid for a minute."
Social Media is a marathon - not a race. Tapping 400,000,000+ people on Facebook is impossible. But, get serious and you can have a pretty good following in six months. Every business needs people to sell to. Social media has people. Social media has more people than all the newspapers in America combined.
Be aware - if you don't add value to your communications or you step out of line, you will be cut off. We "social media-ites" don't care if you had a ham sandwich for lunch, but we may be fascinated if you had a delicious ham sandwich on marbled rye at a NEW deli for $8. The Kogi BBQ people have taken Twitter to a whole new business level. Make sure YOU bring something to the table.
Bring good content and reap your reward. People will listen and respond, then they will tell friends. If friends tell friends you've gone viral. That's a good thing. Most importantly. you can communicate directly with them. Catch their attention, answer their questions, deliver the goods and take their money. Back and forth messaging lets you cut through millions to reach many who will happily become your customers.
Learn demographics for each social media platform. Decide where you will focus your time instead of running willy-nilly across cyberspace begging for an order. It's easy to find information now. 1,978,891 people follow Mashable (Pete Cashmore) on Twitter for a reason. They put up valuable information every day.
Twitter has a fantastic search engine. Even their basic find people allows you to search social media. Searching produces thousands of connections and more data links than you can read - ever.
Facebook has topped Google in user popularity, scoring more hits on its home page worldwide than the giant search engine. About 27,000,000 users in the US are 18 to 25, 21,000,000 are 26 to 34 and 18,000,000 are over 45. Women dominate the platform by 65%. Every one of these "consumers" can be engaged in a two way conversation for FREE. If this demographic group is good for your business, go after it first.
I use Linkedin extensively. This platform represents 50,000,000 business professionals. I find it very helpful to reach tourism and marketing executives. This is a real relationship tool. Before I meet someone, I try to learn what they like, where they went to school and a ton of things to start a friendly open conversation. Things to close a deal are now online.
I am using Linkedin to run my intern program at Daytona State College. It forced students to learn a new platform and made it easy for executives to see their resumes and activities. Getting a job this year is going to be tough. Linkedin will help. Interns, instructors, tourism directors and I all interact in a group called Social Media Intern Program for Tourism. Everyone can keep abreast with activity updates and communicate at will. This is a permission based group, so it is easy to manage.
Social media speeds up the sales process if you take the time to learn how. I don't use my picture on my Linkedin profile because I'm so darn good looking. Heck, that would be like a Sham WOW commercial! I use it so real people know what to expect. I am what I am and I intend to prosper because of it. Get involved in social media and you can too....
Selling often reshapes a product to match a customer's needs. This results in some seemingly credible but totally phony sales pitches. Fear, sex and overstated benefits often mask sheer idiocy in product application. If you listen closely, you will find it is almost impossible to even exist in America without a SHAM WOW. Think they got the first part of the name correct? Other products are even more exaggerated.
Buying is a much different process. You do realize a cleaning cloth is not the answer to life. It gets harder as the pitch moves beyond "too good to be true" into the world of just"maybe". Even harder is the transition from personal benefit to professional asset. We know a cleaning rag won't save us, but how about a new fleet of fuel efficient vehicles, a new marketing plan or software?
New media or "social media" is hard on hucksters. Users rat out underperformers and sing high praises for good guys. Big corporations and little businesses are abandoning old fashioned, under performing advertising and embracing SM. In tough times like these, social media has become the siren song of easy money.
During a recent consultation, my client told me he was getting involved because SM was big and it was free. No Kidding - Free! It's free until you realize your time invested must be substantial if you are to turn a profit. "Really," I said. "Let's step away from the cyber-Kool-aid for a minute."
Social Media is a marathon - not a race. Tapping 400,000,000+ people on Facebook is impossible. But, get serious and you can have a pretty good following in six months. Every business needs people to sell to. Social media has people. Social media has more people than all the newspapers in America combined.
Be aware - if you don't add value to your communications or you step out of line, you will be cut off. We "social media-ites" don't care if you had a ham sandwich for lunch, but we may be fascinated if you had a delicious ham sandwich on marbled rye at a NEW deli for $8. The Kogi BBQ people have taken Twitter to a whole new business level. Make sure YOU bring something to the table.
Bring good content and reap your reward. People will listen and respond, then they will tell friends. If friends tell friends you've gone viral. That's a good thing. Most importantly. you can communicate directly with them. Catch their attention, answer their questions, deliver the goods and take their money. Back and forth messaging lets you cut through millions to reach many who will happily become your customers.
Learn demographics for each social media platform. Decide where you will focus your time instead of running willy-nilly across cyberspace begging for an order. It's easy to find information now. 1,978,891 people follow Mashable (Pete Cashmore) on Twitter for a reason. They put up valuable information every day.
Twitter has a fantastic search engine. Even their basic find people allows you to search social media. Searching produces thousands of connections and more data links than you can read - ever.
Facebook has topped Google in user popularity, scoring more hits on its home page worldwide than the giant search engine. About 27,000,000 users in the US are 18 to 25, 21,000,000 are 26 to 34 and 18,000,000 are over 45. Women dominate the platform by 65%. Every one of these "consumers" can be engaged in a two way conversation for FREE. If this demographic group is good for your business, go after it first.
I use Linkedin extensively. This platform represents 50,000,000 business professionals. I find it very helpful to reach tourism and marketing executives. This is a real relationship tool. Before I meet someone, I try to learn what they like, where they went to school and a ton of things to start a friendly open conversation. Things to close a deal are now online.
I am using Linkedin to run my intern program at Daytona State College. It forced students to learn a new platform and made it easy for executives to see their resumes and activities. Getting a job this year is going to be tough. Linkedin will help. Interns, instructors, tourism directors and I all interact in a group called Social Media Intern Program for Tourism. Everyone can keep abreast with activity updates and communicate at will. This is a permission based group, so it is easy to manage.
Social media speeds up the sales process if you take the time to learn how. I don't use my picture on my Linkedin profile because I'm so darn good looking. Heck, that would be like a Sham WOW commercial! I use it so real people know what to expect. I am what I am and I intend to prosper because of it. Get involved in social media and you can too....
Tuesday, December 1, 2009
LinkedIn to win for travel destinations
Two years ago, social media reportedly reached 35,000 individual platforms. Reduced by attrittion, technology, and popularity, social media now has only 12,000 selections today. Experts expect this number to keep shrinking as traffic, content and useability grows.
Four platforms dominate the travel industry: Facebook, Twitter, YouTube and Flickr. Blogs are popular, however they require more effort to be well done.
Few DMO's are using what I consider to be the "silver bullet" of social marketing. Only one social network offers single source access to 100's or even 10's of thousands of active potiential consumers.
This asset is LinkedIn. While it's 50,000,000 user database seems small, the potiential is huge. Bigger, I think, than many other platforms. LinkedIn is for professionals not generic masses. By category or interest a Facebook user can be a consumer, but a LinkedIn connection could produce immediate access to a 100,000 consumers.
Let's consider this in a military fashion: One Twitter follower is like one Facebook friend, just one, a single, alone. Call these folks "soldiers" in your "war" for market dominance.
By sharp contrast, LinkedIn users are "generals". While Twitter and Facebook bring soldiers, LinkedIn will deliver more social media firepower. These contacts access a human army.
I have tested this twice. Yesterday, I went to my LinkedIn profile and inserted the word "canoe" in the "Find Companies" search box. I picked "Osagian Canoe," and followed links to their website. From there, I went to the "Contact Us" page and called them on the phone.
Understand this was a random phone call to a total stranger in Lebanon, MO. I requested conversation with "their web and social media guru." A very pleasant woman connected me to Jared Carr in less than a minute.
I explained to Mr. Carr that I had a theory about LinkedIn as a contact point for tourism destination marketing. I told him it was a cold call and an experiment in social media. He stayed on the line.
I told him that nearly every tourism destination in Florida advertised fishing and paddling to some extent. If he and the destination would compare notes and data it might create a powerful marketing partnership.
The more people enjoyed their canoe, the better it would be for his company. And if they enjoyed canoing in Florida, all the better for FL tourism. There is a real common interest and potiential for business at a very low or zero cost to either party. He agreed!
Jared Carr is willing to talk about a cross promotional effort for canoeing with any interested tourism destination. He has a list of paddlers to negotiate a mutually beneficial marketing relationship. Promise me you'll keep me in the loop if it works out. This is a live prospect...
There are 1963 entries for golf companies. Some are hotels trying to locate golfers on LinkedIn, but all of the major manufacturers are there. More than 20 pages of prospects. Are you trying to sell golf in your community? Are you reaching less golfers with old fashioned marketing?
Golf as an industry is in decline. It would be hard to imagine someone not willing to discuss a mutually beneficial marketing campaign. Would it help if Ping, Callaway or the Swedish Golf Federation did an email blast naming your destination? How about Tweets or friend notices for you - would that work?
Would it be possible to get a large golf shop or chain store to do a golf vacation package with you? Remember everytime somebody uses their golf equipment to create happy memories these companies make money. LinkedIn can help you make money!
Recruiting strangers on Twitter and Facebook is pretty easy. Attracting people by interest is possible. Most tourism destinations are doing some social media. A few are doing it well. LinkedIn can help you do it better.
If you offer eco-water activities, contact Mr. Carr. Together, you might create a perfect marketing partnership. I'm rooting for you! Move to the other business leaders clearly listed and easily found on LinkedIn.
Facebook and Twitter are your shotgun media, LinkedIn will be your laser. This social platform can focus your marketing efforts better than any other. If you want consumers or participants this is the way to go.
When you make the contact keep in mind that person wants to be successful too. Partnerships in travel work. Go out and get some!
Four platforms dominate the travel industry: Facebook, Twitter, YouTube and Flickr. Blogs are popular, however they require more effort to be well done.
Few DMO's are using what I consider to be the "silver bullet" of social marketing. Only one social network offers single source access to 100's or even 10's of thousands of active potiential consumers.
This asset is LinkedIn. While it's 50,000,000 user database seems small, the potiential is huge. Bigger, I think, than many other platforms. LinkedIn is for professionals not generic masses. By category or interest a Facebook user can be a consumer, but a LinkedIn connection could produce immediate access to a 100,000 consumers.
Let's consider this in a military fashion: One Twitter follower is like one Facebook friend, just one, a single, alone. Call these folks "soldiers" in your "war" for market dominance.
By sharp contrast, LinkedIn users are "generals". While Twitter and Facebook bring soldiers, LinkedIn will deliver more social media firepower. These contacts access a human army.
I have tested this twice. Yesterday, I went to my LinkedIn profile and inserted the word "canoe" in the "Find Companies" search box. I picked "Osagian Canoe," and followed links to their website. From there, I went to the "Contact Us" page and called them on the phone.
Understand this was a random phone call to a total stranger in Lebanon, MO. I requested conversation with "their web and social media guru." A very pleasant woman connected me to Jared Carr in less than a minute.
I explained to Mr. Carr that I had a theory about LinkedIn as a contact point for tourism destination marketing. I told him it was a cold call and an experiment in social media. He stayed on the line.
I told him that nearly every tourism destination in Florida advertised fishing and paddling to some extent. If he and the destination would compare notes and data it might create a powerful marketing partnership.
The more people enjoyed their canoe, the better it would be for his company. And if they enjoyed canoing in Florida, all the better for FL tourism. There is a real common interest and potiential for business at a very low or zero cost to either party. He agreed!
Jared Carr is willing to talk about a cross promotional effort for canoeing with any interested tourism destination. He has a list of paddlers to negotiate a mutually beneficial marketing relationship. Promise me you'll keep me in the loop if it works out. This is a live prospect...
There are 1963 entries for golf companies. Some are hotels trying to locate golfers on LinkedIn, but all of the major manufacturers are there. More than 20 pages of prospects. Are you trying to sell golf in your community? Are you reaching less golfers with old fashioned marketing?
Golf as an industry is in decline. It would be hard to imagine someone not willing to discuss a mutually beneficial marketing campaign. Would it help if Ping, Callaway or the Swedish Golf Federation did an email blast naming your destination? How about Tweets or friend notices for you - would that work?
Would it be possible to get a large golf shop or chain store to do a golf vacation package with you? Remember everytime somebody uses their golf equipment to create happy memories these companies make money. LinkedIn can help you make money!
Recruiting strangers on Twitter and Facebook is pretty easy. Attracting people by interest is possible. Most tourism destinations are doing some social media. A few are doing it well. LinkedIn can help you do it better.
If you offer eco-water activities, contact Mr. Carr. Together, you might create a perfect marketing partnership. I'm rooting for you! Move to the other business leaders clearly listed and easily found on LinkedIn.
Facebook and Twitter are your shotgun media, LinkedIn will be your laser. This social platform can focus your marketing efforts better than any other. If you want consumers or participants this is the way to go.
When you make the contact keep in mind that person wants to be successful too. Partnerships in travel work. Go out and get some!
Monday, November 9, 2009
"Word of Finger" replaces Word of Mouth in Travel
Recently a FL tourism director asked me to define social media. I responded: "Word of mouth on steroids." Today, I've seen a better description: "Word of Finger."
My teenage daughter can type a zillion words a minute on her phone, and not one has more than 5 letters. She and her friends prefer to text. Old people (over 40) rely on emails, and while we may use spell-check and real words with many letters, it's still "word-of-finger."
For decades my ad agency client meetings covered word-of-mouth. Everyone knew it was the best marketing but the slowest. Generating conversation or buzz took a long time. If your new company was depending on word-of-mouth, you were going to starve. We could increase word-of-mouth with PR. However, none of this compares to what happens today.
Social media has put conversations about products and services in the fast lane. No, make that the jet lane. Facebook gets 500,000 new "friends" every day. Twitter "followers" increased almost 1400% last year and LinkedIn is up to 50,000,000 professionals worldwide.
Certainly there is a demographic component. The average 26-year-old goes to 4 different online or mobile locations every day for messages. Smaller businesses have embraced new media but large corporations are slow to get involved. Tourism industry professionals are vesting rapidly.
"Word-of-finger" has evolved from a single digit communication tool for obnoxious drivers to marketing products and services. While I remain aggresively old fashioned behind the wheel, I embrace this new media in our boardroom. Consider me bidigital!
My own social media experiment has been gaining momentum. I have indeed opened doors and monetized my efforts. Today, I was followed by a travel writer with 95,000 Twitter followers. Every time words flow out to his fingers, he can reach nearly 100,000 people all by himself. Could you have imagined this a year ago.
Nothing worthwhile is free and SM does have a price. There is a significant time commitment and content still rules. Here is an interesting report that comes out every month. If your DMO is not listed, send them your contact information. Click on the link to check on your peers.
Tourism organizations on Twitter are ranked
Several tourism organizations I work with using social marketing report success. Tampa is doing a great job (you will see them listed above). Some have hired outside vendors and some have increased staff. New disclosure rulings from the FCC may cause problems to outside vendors. The ball is in motion and the game is exciting.
My teenage daughter can type a zillion words a minute on her phone, and not one has more than 5 letters. She and her friends prefer to text. Old people (over 40) rely on emails, and while we may use spell-check and real words with many letters, it's still "word-of-finger."
For decades my ad agency client meetings covered word-of-mouth. Everyone knew it was the best marketing but the slowest. Generating conversation or buzz took a long time. If your new company was depending on word-of-mouth, you were going to starve. We could increase word-of-mouth with PR. However, none of this compares to what happens today.
Social media has put conversations about products and services in the fast lane. No, make that the jet lane. Facebook gets 500,000 new "friends" every day. Twitter "followers" increased almost 1400% last year and LinkedIn is up to 50,000,000 professionals worldwide.
Certainly there is a demographic component. The average 26-year-old goes to 4 different online or mobile locations every day for messages. Smaller businesses have embraced new media but large corporations are slow to get involved. Tourism industry professionals are vesting rapidly.
"Word-of-finger" has evolved from a single digit communication tool for obnoxious drivers to marketing products and services. While I remain aggresively old fashioned behind the wheel, I embrace this new media in our boardroom. Consider me bidigital!
My own social media experiment has been gaining momentum. I have indeed opened doors and monetized my efforts. Today, I was followed by a travel writer with 95,000 Twitter followers. Every time words flow out to his fingers, he can reach nearly 100,000 people all by himself. Could you have imagined this a year ago.
Nothing worthwhile is free and SM does have a price. There is a significant time commitment and content still rules. Here is an interesting report that comes out every month. If your DMO is not listed, send them your contact information. Click on the link to check on your peers.
Tourism organizations on Twitter are ranked
Several tourism organizations I work with using social marketing report success. Tampa is doing a great job (you will see them listed above). Some have hired outside vendors and some have increased staff. New disclosure rulings from the FCC may cause problems to outside vendors. The ball is in motion and the game is exciting.
Last week a Michigan CVB director reported booking 500 group room nights while Twitter keyword searching. I read this from a LinkedIn group I participate in.
Keep in mind that as you develop your social network, basic marketing rules still apply. It is still sales and it works better if you have a staff or an army to help you. Friends, followers and connections have replaced advertisments in magazines or newspapers.
Social media has come just in time. In FL there is not a single large daily newspaper not suffering financial difficulty. Today I sent out a list of magazines that folded in 2009. Billboard companies are desperately negotiating with destinations at extremely low rates. Our marketing world is changing.
Young people are bathing in social media. Business people are catching up. DMO's would do well to follow trends. Webinar marketing is rated as the number one source of information among business professionals. Peer rating is second. Does your destination have a webinar ready? Can your staff market to groups with an online presentation? If not - why?
"Word-of-Finger" is power. This medium is perfect for tourism and travel offices willing to invest their time and energy. I am looking forward to participating. Connect to me on LinkedIn and Twitter or be my next FaceBook "friend". Together we will learn faster...
Friday, October 23, 2009
Searching Twitter for Tourists is Easy
Twitter has been a very interesting study for me. Like many of my clients, I have struggled to make sense of it. Most communications (Tweets) are so random it is hard imagine a viable business model.
If you look me up (touristtracker) you will see I am now well over a 1000 followers, most are industry specific. It has never been my goal to have a zillion followers. My interests are purely DMO and travel industry folks so I don't seek large numbers.
A DMO should have different goals. Tourism destinations need every follower they can get their cyber hooks into. People still go on vacation! Twitter has lots of people... The shotgun approach has value.
For the past month I have been experimenting with a more focused marketing approach. Twitter has search and it is fantastic.
These advanced options leave little doubt why Google offered them $500,000,000 last year. This tool will put heads in your beds. Go to twitter.search.com use advanced search options.
For the tourism destination marketing office this is a powerful tool. Twitter search allows you to seek and follow peple with an interest in activites and amenities in your area.
I typed in kayaking with a 100 mile range and was overloaded with potiential participants. These people are actively talking about kayaking. Who better to tell about your rivers and lakes than people who are talking about enjoying aquatic activities?
Next I searched music festivals (100 miles) again to be rewarded by active participants. Let me quote "One of my friends who goes to alot of music festivals knows their music". Can you work with leads like this?
Put in a zip code then select a distance. I got pages of people within 25 miles of Tampa. Apply this to an event. Suppose I wanted to bring people from Ocala, Orlando and Jacksonville to Daytona for a concert? Just go to the search engine and type in their zip codes. Follow them and your almost home. Add the word music in the words search option. This is great stuff!
Search out categories your offering to visitors and follow everyone. At least 60% of these people will follow you back just because! Start your Tweets with good topically driven content. Good Tweets will get you more followers. If you got it flaunt it - posh hotels, bike trails, beaches, shrimp festivals, horse shows whatever. Like a stone thrown in a lake your message will move out and reach interested parties.
Social Media is producing business for me and I have a very small and very specific client base. Tourism destinations should at least take a look at this. You have plenty of great things to offer and Twitter has people who want to know. I think it's a great match and in this economy the price is hard to beat too. Trust me twitter.search.com is for you...
Click here for link.
If you look me up (touristtracker) you will see I am now well over a 1000 followers, most are industry specific. It has never been my goal to have a zillion followers. My interests are purely DMO and travel industry folks so I don't seek large numbers.
A DMO should have different goals. Tourism destinations need every follower they can get their cyber hooks into. People still go on vacation! Twitter has lots of people... The shotgun approach has value.
For the past month I have been experimenting with a more focused marketing approach. Twitter has search and it is fantastic.
These advanced options leave little doubt why Google offered them $500,000,000 last year. This tool will put heads in your beds. Go to twitter.search.com use advanced search options.
For the tourism destination marketing office this is a powerful tool. Twitter search allows you to seek and follow peple with an interest in activites and amenities in your area.
I typed in kayaking with a 100 mile range and was overloaded with potiential participants. These people are actively talking about kayaking. Who better to tell about your rivers and lakes than people who are talking about enjoying aquatic activities?
Next I searched music festivals (100 miles) again to be rewarded by active participants. Let me quote "One of my friends who goes to alot of music festivals knows their music". Can you work with leads like this?
Put in a zip code then select a distance. I got pages of people within 25 miles of Tampa. Apply this to an event. Suppose I wanted to bring people from Ocala, Orlando and Jacksonville to Daytona for a concert? Just go to the search engine and type in their zip codes. Follow them and your almost home. Add the word music in the words search option. This is great stuff!
Search out categories your offering to visitors and follow everyone. At least 60% of these people will follow you back just because! Start your Tweets with good topically driven content. Good Tweets will get you more followers. If you got it flaunt it - posh hotels, bike trails, beaches, shrimp festivals, horse shows whatever. Like a stone thrown in a lake your message will move out and reach interested parties.
Social Media is producing business for me and I have a very small and very specific client base. Tourism destinations should at least take a look at this. You have plenty of great things to offer and Twitter has people who want to know. I think it's a great match and in this economy the price is hard to beat too. Trust me twitter.search.com is for you...
Click here for link.
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