How to make time for social media: Twitter

October 31, 2009

As I traverse across the country talking about social media, whether it's with clients one-on-one or with conference attendees from a stage — the "I don't have time" mantra is a common response to the conversation.  

I'm with you.  I get the time crunch thing.  I'm caught between that same rock and hard place.  But…I have figured out some ways to create time/time savers when it comes to social media.  So, I thought I would share what works for me, with the hopes that you can steal some of these ideas/tools.

I'm not saying these are the only tools out there…but these are my time savers.

Saved Searches:

One of the elements of Twitter that I think most people under-use is the ability to evesdrop on people as they talk about topics that matter to you.  To help me stay in touch, I've created some saved searches in Twitter's web interface.

Picture 15

I just check each of the searches once every few days…and I'm always current.  

Private, Group Conversations:

When most people first dig into Twitter, they think of it as a very public social media tool.  While I enjoy the public banter and resource sharing, for me….about 50% of my Twitter conversations are private or to a small group of people. I can use the regular DM feature on Twitter for one-to-one conversations. 

But, when I want to send those DMs to a group of people, I use Group Tweet to set up private groups.

I can post updates to everyone in the group using direct messages. When the group account receives a direct message from me, GroupTweet converts it into a tweet that all followers can see.

Picture 13

Because I usually want to keep those updates private so that only my group members can see them, I just created a special group account on Twitter, protected it, and use that one.

Manage followers

I actively manage and use two Twitter accounts.  My personal account (@drewmclellan) and our agency's account (@mclellanmarket).  And between those two accounts, I typically get 25-50 new followers each day. 

I simply do not have the time, every day, to check out each follower and decide if I want to follow them back or not.  And my philosophy on following is — unless they're a spammer or are really foul mouthed or only tweet in Finnish, if they follow me — I'm going to follow them back. 

So I use SocialToo.com.  I have it set to automatically follow everyone who follows me.  Then, about once a week (typically on Sunday afternoons) I click on the following link (right under my Twitter name) and can very quickly scan the people who have been added that week.  I just unfollow the spammers, foreign speakers or those who tweet in a language I cannot read…and voila, my following list is updated.  It never takes me more than 15 minutes.

Picture 18

 

I also love SocialToo's survey tool.  I can create a poll…and SocialToo allows me to tweet it out and then tabulates the results.  Which of course, I can tweet back out.

All of Twitter at a Glance…and Pre-Scheduling Tweets

HootSuite is the key to my Twitter life.  It allows me on one screen to see:

  • My Twitter Stream (what everyone I follow is saying)
  • Tweets that are talking to or about me (@drewmclellan)
  • Direct messages to me
  • Results of searches I have set up
  • My most recent tweets
  • Track the stats on my tweets (how many clicks, etc.)
  • Any tweets I have pending
Picture 9

 
What?  What do you mean, pending tweets?  I tend to be a night owl.  Many times, I find something I want to share on Twitter around 1 am.  None of my core followers are online at 1 am.  But, if I wait until morning, I will either forget or not have enough time to tweet it.  So I use HootSuite to set up a scheduled tweet for the next morning (or whenever I want it to go out).

See the box at the top of the screen shot?  That's where in HootSuite, I type my tweets.  I can either just click submit and it tweets immediately, or I can click on the send it later link and choose the date and time I'd like it to be tweeted.  As you can see, it will also auto-shrink URLs for me.

Keeping Track of my Twitter Activity

Because I don't just use Twitter for my jollies, but it's both a business tool and I need to understand it so we can advise clients properly — I want to keep an eye on my activity and monitor how I am balancing my tweets etc.

Twitterfriends allows me to see some very useful stats like how often am I being re-tweeted and or how many replies I am sending daily.  

Picture 11

I can also compare my Twitter stats like stickiness (mine is 17% and Problogger's is 25%, for example) to other Tweeters.  There are also some maps that show relevance, link usage and some other nice tools.

I know this was a very long post for me.  I'm hoping it has been so helpful that you didn't notice or didn't mind.  Stay tuned…I'm working on another couple of these making time posts.

Reblog this post [with Zemanta]
More

If they’ll play on your site, they’ll pay on your site

October 29, 2009

Last year, I told you about Meijer, a 180 big box store in the Midwest and the very cool promotion they unleashed on Chicago and Cincinnati around Halloween.  Their headless horseman rode wild through the streets…having some fun scaring the downtown crowd.

Well this year, they've upped the ante.  They've created a 3D experience where you can "put on a mask" and record a Halloween greeting.  Basically, it's a digital hologram called augmented reality.  (Kevin Dugan explains it better than I can.)

Using this technology and your webcam, you can record a :30 video message wearing one of the masks and altering your voice to match the mask.  Then, you can e-mail it to someone, or share it on Twitter or Facebook.

Come on…you know you want to try it.  Go give it a spin here.

Picture 1

But…this isn't just for fun.  Much like Office Max's Elf Yourself success (read about their PR results here and here) this is ultimately about selling product.  PR is dandy, but are we moving product?  

Yes, it will.  But it doesn't happen overnight.  Office Max and Meijer need to wrap their arms around the idea that this is a long term strategy.  (And I suspect they both have)  This is not a "put out a 20% off coupon and watch them flock in" sort of an effort.  This is brand building.  This is buzz building.  This is about creating connections.

And when someone feels an affinity or connection to your business, eventually they'll come back and buy.  I've said it before but…marketing is not a sprint, it's a marathon.  And both Office Max and Meijer are proving they're in it for the long haul.

Reblog this post [with Zemanta]
More

Confused stock boy…or brilliant product placement?

October 27, 2009

Picture 11


So simple…and yet so smart. 

Check out where BBDO got grocery stores to stock Campbell Soup's Chicken Noodle soup.

Sometimes you don't have to spend millions on a campaign.  You just have to ask a different question.

In this case:

"Would you be willing to stock some soup in your cold meds aisle?"

Smart, smart, smart.

Reblog this post [with Zemanta]
More

Why every business needs a Google account

October 25, 2009

Image representing Google as depicted in Crunc...

I am pretty sure that Google will someday rule the world.  And while my "less governance is better governance" belief runs through every vein…I do have to say, "hail to the king!"

Here's why your business needs to have a Google account:

Google Local Business Center (www.google.com/lbc):  The LBC is a free tool that enables business owners to control the content of their business listings as they appear in Google Search and Google Maps. All you have to do is claim your listing in the LBC and go through a quick verification process to get access to the following kinds of data:

  • Impressions: The number of times the business listing appeared as a result on a Google.com search or Google Maps search in a given period.
  • Actions: The number of times people interacted with the listing; for example, the number of times they clicked through to the business' website or requested driving directions to the business.
  • Top search queries: Which queries led customers to the business listing; for example, are they finding the listing for a cafe by searching for "tea" or "coffee"?
  • Zip codes where driving directions come from: Which zip codes customers are coming from when they request directions to your location.

Google Analytics (www.google.com/analytics/): Google Analytics is a web analytics solution that gives you rich insights into your website traffic and marketing effectiveness.

Powerful, flexible and easy-to-use features now let you see and analyze your traffic data in an entirely new way. With Google Analytics, you're more prepared to write better-targeted ads, strengthen your marketing initiatives and create higher converting websites.

Google Docs (docs.google.com):  is a free, Web-based word processing, spreadsheet, presentation and form application offered by Google. You can import your existing documents, spreadsheets and presentations, or create new ones from scratch.  You can invite people to your documents and make changes together, at the same time.

Google Calendar (calendar.google.com):

  • Share your schedule- web based
  • Get your calendar on the go
  • Never forget another event again with built in reminders via email or text
  • Send invitations and track RSVPs
  • Sync with your desktop applications(Outlook, iCal and Sunbird)
  • Work offline

Google Mail or GMail (mail.google.com):  Gmail is the Google approach to email and chat. Practically unlimited free online storage allows you to collect all your messages, and Gmail's simple but very smart interface lets you find them precisely and see them in context without effort. POP and powerful IMAP access bring Gmail to any email program or device.

And I'm not even going to get into Google Wave, AdWords, or AdSense.  If you want to read more about ALL of Google's tools, check out their Google Business Solutions page.

Bottom line — no business but especially no small or local business can afford not to take advantage of Google's free tools.  Don't miss out.

Reblog this post [with Zemanta]
More

The speed of change

October 23, 2009

I was checking out a presentation by Frank Striefler from TBWA\CHIAT\DAY & Media Arts Lab which is really smart and thought-provoking (check it out by clicking here) and was completely wow'd by a video he included in the presentation.

Not only is it well produced, but the facts and figures will remind you to stop and appreciate what a remarkable time we're living in.  The world of communications (in the broadest sense of the word) is literally changing before our eyes.

I'd love to hear which statistic or commentary struck you as the most remarkable. 

Reblog this post [with Zemanta]
More

The cocktail party rule of social media

October 22, 2009

Picture 3 I gave a presentation yesterday at the Iowa Tourism conference.  I had the opportunity to speak with 200+ tourism professionals who work in museums, casinos, publishers, convention and visitors bureaus, wineries, parks, hotels and just about everything in between.  (They get to hear from Scott Ginsberg tomorrow!)

In my talk on social media, I used this graphic as one of my slides and talked abut my cocktail party rule of social media.

I thought you might find it of interest as well:

Imagine we meet at a cocktail party and strike up an initial conversation.  As soon as we introduce ourselves, I begin talking.  And talking.  And talking.

The topic?  Me.  And then a little bit more about me.  For some variety, I then tell you some great stories….starring me.

You’d be running for cover in about 5 minutes, wouldn’t you?  No matter how fascinating I am.

Social media is a lot like a cocktail party.  Imagine a large room, filled with interesting people.  There are many conversations happening at once.  People are talking about themselves, asking questions about the other person and then a common thread is discovered.  Something that both people have in common.  That’s when the conversation gets very lively and a connection is made.

And yet, when some businesses foray into social media, they are still operating under the old broadcast methods of marketing and communications.  I talk about me (sell) and what matters to me (selling you stuff) and pretty soon, you’re tuning out or desperately looking for the exit.

That doesn’t work at a cocktail party and it doesn’t work on Twitter, Facebook, your blog or any other social media venue either.

If you want to be a part of a community or build a community — you do it online just like you’d do it offline.  You mix and mingle.  You share what you have — interest, expertise, connections, and your attention.

Then, when it’s your turn to talk — they’ll actually be ready to listen.

Reblog this post [with Zemanta]
More

To find your nerve, find your core

October 20, 2009

Shutterstock_33666787 A few months ago, I received an intriguing e-mail from a guy named Steve McKee.  He had an idea. 

He wanted to build "a website dedicated to supporting the community of corporate professionals who want to move beyond the economic morass and return their companies to the growth path. This grass roots effort is intended to help jump start corporations and, therefore, the economy."

Each day of the 4th quarter, they would have a different guest author address the issue of how do you get back your nerve and get back to some semblance of business as usual.  As you know, I've been rallying against the paralysis caused by the recession (here, here and here) for quite some time so I jumped at the opportunity.

My contribution went live today and I'd like to:

  • Share it with you
  • Get your feedback
  • Ask you to share it with others

Here's how I started….

When the recession hit, many companies lost their nerve. They began to second-guess their own decisions. They compromised on what they believed was right because right was too expensive. They chased after business that wasn't really a good fit — because any business was better than the potential of no business.

And they lost their way. A side effect of being lost is being scared. Sometimes being scared leads to being paralyzed. In my opinion, that's why this recession got so bad.

We got scared and we got stuck.

It's time for us to find our nerve and get ourselves out of this recession. I highly doubt there's going to be a bailout for any of us.

So how do we break loose from our fear and get some nerve? We get back to our core.

Please check out the FindYourNerve.com site to read the rest.

While you're there, check out the rest of the site.  There are polls, plenty of blog posts from some very smart folks, and some eye opening facts about the recession and advertising/marketing.

Also note that this is a very savvy effort on Steve's part to promote and sell his new book, When Growth Stalls. Rally the troops around something they're passionate about and they'll do whatever it takes to get the word out.  And sell some books along the way.

The site is well done, Steve's intentions are honorable and I encourage you to check out the guest posts.

Photo courtesy of Shutterstock.com

Reblog this post [with Zemanta]
More

How do you get the creative juices flowing?

October 17, 2009

Shutterstock_30251488 There are many ways to spark creativity.  Most of them involve a shift in perspective and a willingness to be playful, even though the work is "serious." Here are some of the ways we go at it for our clients at MMG.

View the problem/product/desired result from a different seat on the bus.

In other words, how would a six-year old child view it?  A librarian?  Truck driver?  College student? Someone who is wheelchair bound? By putting yourself in many different people’s shoes – you can begin to see the situation differently.  A great technique is to literally speak their voice out loud.  Like improv…see where it takes you.
 
Personify it. 

If your product or service was a person, who would it be? A man? A young girl?  How would they behave?  What would their personality be like?  What would be their favorite book? Movie?  What are they afraid of?  What would they be most proud of?
 
Get out.

Most people brainstorm and try to spark their creativity in the same work environment that they’re in every day.  One of the best ways to inspire some new thinking is to be in a new place.  Go to a park and take a walk.  Go play at a toy store.  Visit a museum.  Play a kind of music you’d normally never listen to.

Stimulate your senses.  I think this is why the shower is such a hot spot of creativity!
 
Ask why.

If you have children, you will remember their "why" stage.  A simple question could take 30 minutes to answer by the time they asked why 12 times.  Adopt that attitude.  Make an assumption about what you’re working on. Then ask why.  And answer it.  Then ask why.  And answer that.  Then ask why.  And so on.  See where it takes you.  Then, when you can’t go any further, make another assumption and do it all over again.
 
Play.

Have a paper airplane contest. Create a putt-putt course in the office.  Play charades. Sometimes you have to give yourself permission to be creative and being playful is a great way to bring that part of you to the surface.

How about you?  How do you get the creative juices flowing?

Photo courtesy of Shutterstock.com

Reblog this post [with Zemanta]
More

Is a chilly reception part of your brand?

October 12, 2009

Shutterstock_6607723 This weekend, my daughter and I embarked on the first of what no doubt will be many college visits.  We headed up to MN to visit my mom and check out one of the schools on her short list, St. Olaf.

We got there early, which was fortuitous because of three colliding factors.

  1. It had unexpectedly snowed the night before
  2. We had only packed clothes with short sleeves
  3. The walking tour of the campus was scheduled for an hour

So while she got us checked in, I ran over to the campus bookstore.  I got there around 9:40 and according to the signage, it opened at 10.  The exact time the admissions presentation was starting.  There were two middle-aged women inside the store, bustling about, putting cash drawers in the registers, etc.

Meanwhile, I am lurking at the door.

They straightened the t-shirt table.  They re-arranged a pumpkin display.

Meanwhile, I am pacing outside the door.

Did I mention the incredible lengths they went to, just to avoid making eye contact?  You see, the store walls were floor to ceiling glass, so they couldn't really miss me.

At exactly 10 am on the dot, they meandered over to the door and unlocked it.  I scooted past them with a hurried hello and rushed to the St. Olaf logo-wear, which of course, I had been eying for the past 20 minutes.

I grabbed the heaviest sweatshirts I could find and literally 4 minutes after walking in the door, I was at the register, ready to check out.  My guess is…this is not how their average customer behaves.

The clerk rang me up and while she was keying in the amounts, I asked her if she might have a scissors I could borrow to cut off the tags.  She looked at me and asked, "oh, are you going to wear these now?"

I laughed and pointed to my short sleeved shirt.  I told her I was there with my daughter, on a campus tour and we hadn't packed for the weather. She looked at me like I was a moron and handed me the scissors.

No, "welcome to St. Olaf" or "you're going to love the XYZ" or "be sure to check out the ABC." 

From the get -go of ignoring me outside the doors to the final kiss off, these two women could not have been less welcoming. 

From what I've seen so far, St. Olaf has a pretty aggressive recruitment strategy.  Plenty of expensive, four-color mailings, lots of personal attention, etc.

All with the solitary goal of making students and their parents feel like St. Olaf might be home for the next four years.  Guess which employees left the most lasting impression on me, the guy who will be footing the bill?

I think this happens every day in companies across the globe.  Marketing and other C-level people invest hours and dollars exploring and defining their brand.  Only to have it completely violated by one of their own teammates.

How do you know that everyone in your organization not only understands your brand…but is motivated to deliver it?  Are you sure?

Photo courtesy of Shutterstock.com

Reblog this post [with Zemanta]
More

I’m so over you

October 8, 2009

53442799 We all love chasing after new clients.  The rush of winning a new account or having someone new announce to the world that they love you is heady stuff.  It's enough to make many a business leader swoon a little.

Fast forward a few months…and all of a sudden, that shiny new client is a whole lot less interesting. 

Net result?  Nearly 70% of business lost in America is lost due to post-sales apathy.

Amazing isn’t it? We spend all this time and effort luring them to our business. We seduce them on the sales floor. We listen attentively to their problem and help them find a solution. We gave them a fair price. We smile and wave as they leave.

And then, we ignore them.

There is no hotter prospect than your current client. They know you. They liked you enough to try you once.  Hopefully, they had a reasonable or even good experience the first go around.  So why aren’t you talking to them?  Why aren’t you telling them more about you? Why aren’t you asking them more about them? 

If you don’t have a customer retention program – one that turns your clients into raving fans…you need one.

Make it simple, easy to implement and something you will actually do.  Consistently.  Start on it today.  It’s that important.

 

Reblog this post [with Zemanta]
More