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Social Media Cheat Sheet 2012

March 24, 2012

As I travel the country, teaching people how to integrate social media into their marketing efforts — I often get asked — if I only have time to invest in one social media tool or site — which one is best?

Naturally, my answer is the definitive — it depends. Accurate but not all that helpful.

Like any marketing tactic — the effectiveness of it is based on what you’re trying to accomplish. Social is no different. Which is why tools like the social media cheat sheet that you see to the right are so helpful. (Originally created by CMO.com back in 2010).

The criteria that they used to “grade” each tool were:

Customer communication
Brand Exposure
Traffic to your site
SEO

The cheat sheet has been updated. I think you’ll find it very valuable as you access where you should spend your resources (time, money, attention) in the coming year.

You can download a full sized PDF by clicking here.

The tools they evaluate include the standards like Facebook and Twitter but the sheet includes 14 different sites including the likes of Pinterest (of course) and Reddit, Digg and Slideshare too.

Download the 2011 social media cheat sheet by clicking here.
Download the 2010 social media cheat sheet by clicking here.

You can also view the cheat sheet on the CMO site here.

Social media strategy workbook

March 8, 2012

On Monday, we kicked around the notion that while access to social media tools like Facebook and Twitter may be free — that doesn’t mean they’re cheap. Especially, if you do it wrong.

I promised you a chance to download the social media strategy workbook that we’ve created at MMG as a guide to thinking through the why, who, how and whats of your social media strategy.

I’m a man of my word….so just fill out the little form below and we’ll get you your own copy (you have to confirm you want the workbook by clicking on the link you’ll be emailed).

After you’ve had a chance to look it over or better yet, begin to apply it to your organization — we’d love to hear from you on how it’s going.

Free isn’t necessarily cheap

March 5, 2012

I was having a brief conversation with @NealShaffer on Twitter yesterday and the gist of our conversation was:

Half of small & medium businesses are using social media for marketing (Neal)
Yes…but few are doing it well. They don’t apply marketing smarts (Drew)
True, but huge potential to maximize social business (Neal)
No doubt. But when done wrong, potential for damage is equally large (Drew)
I agree completely (Neal)

See — that’s the problem with free. Business owners (or many so called social media experts) look at the price of entry for having a presence on Facebook, Twitter, LinkedIn, Pinterest or (fill in the blank for whatever’s hot in SM) and they think….”you can’t beat free! Even if I suck at it, it didn’t cost me anything.”

Wrong. So wrong.

Would you buy a TV commercial that had misspellings? Or instruct the announcer to swear or say something off color? Or better yet…would you buy radio time and then not put anything there…so you basically bought :60 of silence?

Would you promise that your newsletter would be packed with useful information and then blather on about yourself, your sales and your products when you get around to sending it?

I’m sure you’re saying (or at least in my head) “No, Drew of course not.” So why in the world do you (universal you, not you you) do it on your social media sites?

We see unprofessional behavior on FB pages all the time. And abandoned blogs, Twitter accounts etc. And the biggest sin of all — being boring because you can’t stop talking about yourself.

Here’s the thing. People have gotten a little numb to selfish, self-centered marketing in the traditional marketing space. It’s not right, but it’s been going on for so long — we accept it as the norm.

But social media is different. Social media promises real people. It promises relevance. It promises a relationship. It promises timely interaction.

And if you violate any or all of those promises, here’s what happens:

The good feelings I had for your brand/company are gone
I feel like you lied to me/tricked me
I will simply choose to disconnect from you
I won’t be interacting with you anymore…which means my feelings for you have no chance at turning more favorable

Keeping those promises takes a lot of time. And keeping your eye on the big picture. It’s easy to get sucked back into old habits and begin marketing instead of connecting. If you really want your social media efforts to work, you have to make a big investment. No, it may not be money (unless you hire some help) but it’s a time crunch.

Maybe this analogy will help. When you do social media badly — you are basically enticing someone to come close to you with the promise of a gooey, fresh from the oven chocolate chip cookie and when they walk in and reach out their hand for the cookie — you smack them with a ruler, over and over until they leave.

The cost is huge. The damage is real. And too many businesses are stumbling over themselves as they rush to a “free” marketing opportunity.

So what does a small business do, Drew? you ask. (again, perhaps it all takes place in my head). You put together a social media strategy that is built on SMART goals and best customer personas.

How do you do that? Come back on Thursday and download the absolutely free 18 page e-book that walks you through how to build that strategy, step by step.

It’s a tool we use at MMG with clients every day. And we’re glad to share it with you. Really.

And….there’s not a sales pitch or MMG promo in sight. I promise. Would I offer you a cookie and then smack you with a ruler?

Let’s talk business, social and joy!

February 25, 2012

I’m fortunate that I am invited to guest blog in some of the most prominent and cool spots on the web.

Every once in awhile, those opportunities converge and it’s raining Drew‘s thinking everywhere you turn.

Come join in these conversations around the web:

Marketing Profs Daily Fix: In this post, I suggest that many business owners would be smart to think differently about how size matters. By staying focused on your organization’s sweet spot — you can actually get smaller while your profits, reputation and opportunities get bigger.

Come read what I had to say and join in the conversation by clicking here.

Marketing Executive’s Networking Group’s Blend: In the social media space, we sure seem fascinated with toy talk. Pinterest is our latest obsession. But we often lose sight of the most important social media tool of all. Do you have it?

I’d love to hear your thoughts. Click here to read/share.

IowaBiz: Some companies just exude a cultural joy that makes you want to do business with them. And guess what — that doesn’t come from some company manual or marketing plan. It comes from letting the employees share their genuine joy.

Come see a very real example of this sort of joy and tell us where else you’ve see it by clicking here.

I’d love it if you wanted to jump into any or all of these conversations!

Crisis communications – don’t wait to create a plan

February 6, 2012

Does your organization have a crisis communications plan that you could actually put into action at this very moment?

All of the hubub surrounding the Susan G. Komen decision to stop funding Planned Parenthood and then their reversal of that decision following a 72+ hour firestorm of public outrage should have scared the bejesus out of you.

If an organization as large, powerful and well respected as Komen can get into that much hot water — and is that ill-prepared to handle it then what in the world would happen to you if there was an accident on your job site, if your CFO embezzled funds or if made a mistake that cost your client a huge sum of money?

Don’t be so naive to think your organization is immune to a crisis that would put you in the crosshairs of the media and the public.

Odds are you are not well prepared. You don’t have a real plan. You aren’t ready to respond. Can you say, Danger Will Robinson? (a reference for my 40+ crowd)

One of the presentations I am often asked to give at conferences etc. is on this very topic. I decided to share it with you here so you can liberally steal some ideas that will help you get your organization prepared. (email subscribers — click here)

In the presentation, I outline the 5 key elements to a successful crisis communications plan.

Be prepared – you can’t wait until you are in crisis. News today is spread in seconds, not days.
Listen and monitor – be on the look out for trouble before it hits. Put out the single flame before it becomes an inferno.
Be human and humane – everyone makes mistakes. But you’ll be judged by how you handle the mistake.
Over communicate — silence or “no comment” don’t fly.
Create community – build supporters and advocates before you need them.

[slideshare id=11418636&doc=crisiscommunications-120204101816-phpapp02]

We’re doing a lot of this sort of planning with clients today. But most companies will choose not to invest the time and energy, thinking it will never happen to them.

Don’t be that foolish.

Marketing insights question: What do you really sell?

November 29, 2011

What do you really sell?

Over the next few weeks, as we head towards 2012, I’m going to write a series of posts that are designed to get you thinking about your business in a new/fresh way. I’m going to ask a single question in each post — but I’m warning you, these aren’t slam dunk questions.

I’m hopeful that as you ponder my question — it will give you some ideas for making 2012 a break out year for your organization. If nothing else — this exercise should fine tune some of your marketing efforts.

What do you really sell? Do you understand what your customers are really buying? Odds are, it’s much more than the “thing” you sell, whether that be a pair of glasses or accounting services. Look beyond the tangible or what you list on an invoice.

Do you really sell peace of mind? Or a competitive edge? Are your customers’ buying the reassurance of your years of experience or your ability to nudge them out of their comfort zone?

Before you can effectively help someone buy – you need to actually understand what you’re selling.

If your honest answer is “I’m not sure” then it’s time to break out the trusty telephone and invite some of your best clients (the ones you’d like to replicate all day long) to lunch. Ask them why they buy from you. What is the ultimate value you provide to them? Why would they tell your competitor “no thanks” even if they offered a bargain basement price?

You will be amazed at what you hear. We’ve done this over the years at MMG and heard things like:

“Because I know you won’t have your hand in my pocket all of the time.”
“You don’t just preach social media, you guys actually do it.”
“I don’t think they’d care as much about our business as your team does. You all act like you own the joint.”
And one of my favorites was “Because I don’t just need an agency, I need a thinking partner.”

Can you see how those answers would alter the way we market our agency? Do you recognize some client worries/fears in those responses?

You’ll find your clients’ answers to be even more insightful because you’ll get to have the follow up conversation as well. Listen so hard it hurts. The learning will be huge!

And in the end, you will know exactly what you sell!

Photo courtesy of BigStockPhoto.com

This book is light on the BS and heavy on social media insight

November 28, 2011

Good primer on social media

As a member of Amazon’s Vine program, I received a copy of Jason Falls and Erik Deckers‘ new book No Bullshit Social Media*. (click here to buy it) and knew it would be a great read — simply by knowing the authors.

I dove into it — and was not disappointed.

Here’s who will find great value in this book:

College students who want to find a fresher way to get a job
Young marketing professionals who know social media matters but don’t really understand the business implications
Seasoned marketing professionals who didn’t grow up in the digital age and want to catch up
Corporate types who have to convince their boss that social media shouldn’t be ignored
Business owners who are wondering if it’s worth the time investment

This book lays out the argument that social media is not going away. It’s not a fad — it’s a new and permanent shift in how we communicate with reach other, with companies, brands and how we influence strangers through sites like YELP and Amazon reviews. Authors Jason Falls and Erik Deckers really demonstrate both the risks of ignoring it and the huge potential gains for any business smart enough to jump on board this moving train.

The authors tell great stories and provide lots of examples that are both educational and compelling.

Here’s who will enjoy the book but may not take copious notes:

Seasoned marketing pros who have already been active in social media
People looking for a blueprint of “how to do it” so they put down the book and launch their social media program
Social media consultants (although frankly some of the so called experts should read it!)

Even if you feel like you’re on the cutting edge — you will enjoy this book. It’s worth the read.

And if you’re new to the idea of using social media to promote, grow and sustain your business — grab a highlighter, a lined notebook for jotting down ideas and your imagination and then settle in for a very good introduction that will have your head exploding with ideas and the possibilities.

*Amazon Affiliate link

What Josh Groban can teach us about marketing

November 7, 2011

Josh Groban, the master marketer

If you also follow me on Twitter or Facebook — odds are you know that I have an 18 year old daughter who loves Josh Groban and his music.

This past summer was all about Josh for the McLellans. We saw his concert in 3 different states, culminating in front row seats, backstage passes (see the picture of my daughter and Josh) and him wearing a t-shirt that she gave him on stage during the encore.

I tell you all of this because as we’ve done our family Josh Groban deep dive, I couldn’t help but notice something:

Josh Groban is a brilliant marketer.

You may not like his music (seriously, what’s not to like?) but you can take emulate his marketing prowess, no matter what you sell.

He has build a solid marketing foundation: Josh has all the usual things you’d expect a singing sensation to have these days. A robust website, an active fan club, lots of Josh Groban personalized items (Yes, we do have a pair of Josh Groban flip flops at our house), and plenty of ticket giveaways on radio stations etc.

Lesson for us: While the marketing foundation might not be sexy — it’s necessary. You can’t start off in the middle. Build a rock solid foundation and then grow from there.

He gives his best customers exclusive content/access: He gives fan club members exclusive access to front row seats. He also offers $25 tickets for all students at every show, which is not advertising anywhere but on his fan page.

For every concert, he selects one local fan club member to be his “road reporter.” That person gets back stage passes, a press pass (to sit with the media during the concert and have special photo taking opportunities) and gets to write a review of the concert — which is posted on Josh’s website. As you can imagine…every road reporter includes the photo of themselves with Josh. Do you think that drives some traffic to the page?

Lessons for us: Rewarding your best customers transforms them into fans. Fans who brag and spread the word. That’s marketing you can’t buy, but you sure can influence and encourage.

He uses social media to be a real human being, not a robot: His tweets are his own and often, not about his music or singing. (One that amused me was when he was trying to imitate the sound of a train) He hosts webinar/chats with his fan club members and he really does just hang out and talk with them.

He does some crazy stuff on YouTube like this cooking show video. He also did a couple where he interviews himself. He’s goofy. Which makes him very real and very likable.

[youtube]http://www.youtube.com/watch?v=wFMMRJ9K5u0[/youtube]

Lessons for us: I don’t care if you’re a huge brand like Nike or a local shopkeeper — people want you to be real. They want to like you. But they can’t do that if you hide behind corporate speak or “official statements.”

He shows his heart: Josh launched a foundation years ago, but really has sharpened the focus of it to raise money for arts organizations for kids. It might be a youth symphony, buying instruments for a disadvantaged elementary school or a theatre camp. At every concert, he talks about his Find Your Light Foundation, offers his fans a chance to text in a donation and introduces a group of kids from that local city who are benefiting from those donations. It’s all very nicely handled.

Lessons for us: Your customers want to know that you stand for something. And if you truly show them your heart, they’ll join you in the fight. Look at what Avon has done for breast cancer. That’s not the company doing it — it’s their loyal customers. Who are even more loyal because they share a passion now.

Bottom line — if a 30+ year old singer can launch a marketing tsunami mostly through gile and technology — so can you. What Josh reminds us is — if it’s real, people gravitate towards it.

Thanks for the lessons Josh…and for the summer that will live in Mclellan infamy!

Don’t have the time to do marketing

November 2, 2011

I don’t have time to do marketing

If there’s a common theme in the conversations I have with business owners, it’s that they don’t have the time to consistently market their business.

We might be talking about sending out a customer e-newsletter, participating in social media, attending an important trade show or updating their website. The specifics don’t matter. They just simply don’t have the time.

I get it. The whole 24 hour in a day thing.

I ask them if they have time to serve their clients. And they say, “of course… I have to do that to stay in business.”

I ask them if they have time to send out bills to their customers. And they say, “of course… I have to do that to stay in business.”

You find time to do what’s necessary. If it has to get done, it gets done.

Ahhh. So it’s not that you don’t have time. It’s that you don’t consider marketing a necessity to stay in business. Now that’s a very different conversation.

Don’t dismiss traditional media quite yet

October 26, 2011

We tend to gravitate towards the shiny new object in the marketing world. Today, we’re a buzz about QR codes, social media and all things digital. But as you are planning your marketing for 2012 (you’re doing that, right?) don’t dismiss traditional and local options.

According to a survey by the Pew Research Center’s Project for Excellence in Journalism and Internet & American Life Project, Americans turn to a wide range of platforms to get local news and information. Most Americans, including more tech-savvy adults under age 40, also use a blend of both new and traditional sources to get their information.

Where we go for specific local content

Here are some key takeaways from the report:

~ More Americans report watching local TV news than any other source, but they rely on the medium for just a few topics, mainly weather, breaking news, and to a lesser degree, traffic.

~ Younger adults, moreover, rely on local television less, a fact that suggests more vulnerability for the medium in the future.

~ Local newspapers (both the print and online versions, though primarily print) rank first or tie for first as the source people rely on most for 11 of the 16 different kinds of local information asked about, more topics than any other media source. But most of these topics, many of which relate to civic affairs such as government, taxes, etc., are ones followed by fewer Americans on a regular basis.

~ Local TV draws a mass audience largely around a few popular subjects, while local newspapers attract a smaller cohort of citizens but for a wider range of civically oriented subjects.

~ For adults generally, the internet is a main source for information about restaurants and other local businesses, and it is tied with newspapers as a top source for material about housing, jobs and schools, areas that place a special value on consumer input.

~ Among adults under age 40, the web ranks first or ties for first for 12 of the 16 local topics asked about.

~ For adults 40 or older, newspapers are the first preference for local news, TV and the Internet second and third.

~ This move by younger users to rely on the internet for local information puts considerable pressure on traditional news organizations. Even though most have moved aggressively online with ambitious websites and social media strategies, there is evidence in the data that people find specialty websites and search engines a preferable way find the local material they want.

~ Both citizen-based information sources and some very old forms of media remain vital as well. Print newsletters, online listservs, and old-fashioned word of mouth are important means by which people learn in particular about community events and local schools.

~ The majority of American adults use at least three different types of media every week to get news and information about their local community, and 15% rely on at least six different kinds of media weekly.

How does all of that mesh with your plans for 2012 and your understanding of how your audience uses media?

To read the full report, visit Pew’s site.

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