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Posted on May 20, 2009
The 4 Keys to Social Media
BY JASON CORMIER
This has been somewhat of an anecdotal piece to many of our conversations about social media lately - so I'm sharing it. Given the countless layers of social media, it should be understood these keys are in the context of research, planning and measurement (not tactics).
Of course, many of our prospects and clients want to shoot straight for the tactics. Part of our responsibility is backing them out to the bigger picture of what the objectives are. Strategy follows, and only then are the tactics (and technology) addressed.
As practitioners we casually speak about listening, learning and engaging. The first two keys are specific to listening.
Here is Room 214's take on it:
1. KEY Words: Those again? Yes. Keywords are not just for SEO and search marketing. In fact, most of today's leading online business intelligence and social media monitoring tools are providing value initially based on keyword search queries. Even basic keyword analysis can go a long way.
2. KEY Topics: Beyond keywords, are key topics or emerging themes. Knowing what your share of voice is in terms of percentage of conversations about your brand (vs. your competitors or partners) has its place - but understanding common themes or topics in those conversations adds a whole new level of insight with respect to priority of messaging, response, etc.
3. KEY Performance Indicators: If you have an idea in terms of what success looks like against your objectives, then key performance indicators should be established to provide a means of measurement.
I realize we could get into an entirely separate discussion around score cards, Net Promoter and ROI here - but the point is to establish some form of measurement related to response. Might sound like common sense, but it's an often forgotten element.
4. KEY Influencers: This is where the gold is with respect to a great deal of action that can follow from the initial data (listening) collected. Social media is little more than word of mouth marketing on the Internet. Unlike traditional word of mouth, however, identifying influential people and web properties essentially enables the priority of who gets the word first.
When you consider these keys, which one do you think is most relevant to you? What parallels do you see with what might be considered traditional marketing and public relations?
Note: Thanks to nerdapproved.com for the image.
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Posted on July 22, 2008
Room 214 Hosts Startup Drinks this Thursday!
BY STEPAN MAZUROV
Hey everyone I would like to remind all of our readers and friends that we'll be hosting Boulder Startup Drinks this Thursday, July 24th from 5pm till the Keg is gone. Come and talk about your startups, discuss word of mouth marketing, SEO, blogging and podcasting or anything thats in your heart. Beer is free so come by and say hi! The address is 3200 Carbon Pl Ste 103, Boulder CO 80301. If you have trouble getting here and need directions call me at (303) 444-9214 x 105. See you there!
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Posted on May 11, 2008
Why Do You Want To Be Transparant, and How That Will Help Your Business Grow
BY STEPAN MAZUROV
If you are an ecommerce business, word of mouth marketing can help you grow it beyond the boundaries of your niche. Gary Vayerchuk, a guy in wine business, said something very interesting on Tues, May 6th show CNBC's Big Idea:
- Be who you are, be as transparent as possible.
- Don't play in your own playground, be active in communities that might find what you offer attractive.
- It is imperative to be involved in the social networks on the Internet and the real world
- We live in a world where every person's word of mouth reaches a lot more people.
Lets look at some examples of these at work.
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Posted on January 10, 2007
TOMS Shoes - A Case Study in the Power of a Great Story
BY JAMES CLARK
TOMS Shoes is a one of the best examples of what a great story will do to catapult your business.
Journalist and good PR professionals know that great stories have three elements:
1. Differentiation
2. Emotion
3. Simplicity
Well TOMS Shoes knocks it out of the park in all three areas.
Founder Blake Mycoskie, who appeared on CBS's The Amazing Race ended up in Argentina where the local footwear and poverty inspired him to launch a TOMS Shoes.
So here's the story from TOMS Shoes website. Pay special attention to the mission - it captures all three of key elements of a great story.
"Inspired by a traditional Argentine shoe and challenged by the continent's poverty and health issues, I created TOMS with a singular mission: To make life more comfortable. TOMS accomplishes this through its unique shoe and my commitment to match every pair purchased with a donated pair to a child in need...no complicated formulas, it's simple...you buy a pair of TOMS and I give a pair to a child on your behalf."
I bought two pair, and recently received the following email from Shannon Douglas at TOMS Shoes
Dear TOMS Customer,
Due to recent press in Vogue, Elle, and GQ Magazine as you may have seen, we have been blessed with incredible sales. Unfortunately, that means that we ran out of shoes quickly and your order is on backorder. We realize you may have received a similar email like this in the past; unfortunately, due to incredibly high demand and press we've received, the delay has been longer than expected.
Please keep in mind that your order may be shipped out before the next shipment. We hope this has not caused you any inconvenience, and once again thank you for your support. There are many people who appreciate it.
If you would like to switch a backordered style to something in stock please contact me directly and we can get you another style you'd like.
Take Care,
Shannon Douglas
www.tomsshoes.com
disclaimer: you will not when the rat race wearing TOMS.
I was one of 391 people included in the email distribution list.
Oh and by the way, I read about TOMS in Outside Magazine
Take a look at the shoes - Blake's right - they're simple. It's the story that sold me.
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Posted on August 11, 2006
Viral Marketing, Link Bait, and Snakes
BY BEN CASTELLI
Web Pro News recently summarized the Link Bait and Viral Search Success session at SES 2006 including Rand Fishkin's 13 step guide to creating the content (link bait) that drives a viral marketing campaign. Here are the steps:
1: Researching a Sector's Link-Worthiness
2: Discovery of 'Big' Players in Your Field -- do a search at Technorati with your keywords.
3: Targeting YDDS (Yahoo!, Digg, Del.icio.us/Popular, Slashdot)
4: Targeting Offline Media
5: Selecting a Content Focus
6: Melding Branding & Viral Elements
7: Targeting Keywords/Search Traffic
8: Look at Examples of 'Brilliants Ideas'
9: The Value of a 'Web 2.0' Look & Feel - "The look and feel oftentimes is critical."
10: Elements that Encourage Linking
11: Pre-Launch Public Relations
12: Managing Launch Traffic - "Be careful not to be suckered into a debate you don't really need to be part of."
13: Continuing to Get Value from Linkbait -"Update it with timely information."
Through viral marketing you can take advantage of the network effect of the internet and utilize online word-of-mouth in existing social networks (Digg.com, Del.icio.us). The goal of viral marketing is to increase brand awareness or generate buzz through online word-of-mouth (blogs) which is much cheaper and perceived as more credible than traditional advertising methods.
One recent example of how viral the blogosphere has become is the wildly popular, yet unreleased, movie Snakes on a Plane. In part due to the absurdly appealing title and ridiculous plot line, Snakes on a Plane has generated unprecedented internet buzz mainly through blogs. New Line Cinema even ordered a re-shoot to add scenes based on fan suggestions and an internet trailer spoof - user generated content has made its way to the big screen.
Check out our online video tutorials for more information on how to track your brand and the conversation surrounding it through resources such as Newsgator, Technorati and Del.icio.us.
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