Designing websites and strategies for the social web
While in the process of writing the new Twitter training lab documentation (coming soon!), I’ve been playing around with some of the more advanced components of Twitter. Here are a few of my favorites:
Twitter Advanced Search
This easy-to-use web based form allows you to really hone your search. You can search within specific date ranges, search tweets by or references to specific people, search retweets, etc. One interesting feature is the ability to filter by location. This piece is bound to grow more powerful as users see the value in geo-targeting themselves and their tweets, and as location-based services like Gowala and Foursquare continue to gain traction.
One of my favorite features is the ability to filter based on “attitude”, tweets that use smiley faces, frowns or question marks. This is nowhere near as thorough a view as offered by products like Consumer Base that really study and interpret the language of tweets, but it’s a pretty decent tools for the average user.
If you prefer to write your search queries yourself in the twitter search box, the Twitter Advanced Search Operators are for you. These operators reflect the same filters as the advanced search interface, but without all that annoying ease-of-use. If you write queries regularly, this may actually be faster for you. It’s syntax-tic! Moving on…
Search Widget
I love this one. Use the interface to define your search query, title and caption, test it right there, then finish and grab code. Voila! You can a display a custom stream of tweets related to whatever you choose right on your page or blog.
For example, say you run a blog called SchnauzersRock.com, because you love Schnauzers. (No, I don’t love Schnauzers, we’re talking about YOU). You could search for Schnauzers, love, I love Schnauzers. Then add a title and caption and…
Paste the code right on your site for non-stop Schnauzer love.
Or course these tools offer compelling listening tools for your business, even if it is not Schnauzer-related. Use advanced search to find people worth following, use the search widget to create a real time view into conversations that are, and aren’t, happening around your industry right now and share with your readers.
How are you using these tools to gain insight into your business?
Last week while reading The Key to Social Media Success is Just 2 Letters, by Jay Baer, I was struck by his notion of helping vs. selling. His basic concept is that by giving, developing those initially trust-based relationships through sharing and being helpful, clients will come to you when they move beyond DIY mode. This makes a lot of sense to me because I am not a sales person. At all. It takes a very specific skill-set to walk into a room and walk out with a signed contract, and I don’t have it.
However, I am a helper (some might say enabler; tomato, tomahto). It’s easy to forget about these opportunities to help in the midst of maintaining clients, creating proposals and day to day business tasks.
Jay refers to several good examples of companies creating something helpful that leads not directly to sales, but indirectly. Nationwide Insurance’s iPhone app for on-site accident reporting, Geek Squad’s YouTube channel, I won’t go through all the details here since he’s already done such a beautiful job in the article (you can read it here). They position themselves to become your go-to in those instances where you need that next level of help.
He recommends doing a “helpfulness audit” of your company. So we did. We realized that in the process of creating our new Training Lab series (currently in development) there were several opportunities to create screencasts of some of the core elements involved in setting up various social media initiatives.
Currently I am deep into developing our Facebook Training Lab. Some of our clients already use Facebook on a personal level, but there are many out there who don’t, and even more who don’t use it for business. As I began outlining the structure of the Facebook Training Lab, I immediately identified four topics about which we could create free screencasts. These topics may seem simple to some, for others these will be akin to a foreign language. They represent the core building blocks for creating a Facebook “fan” page. Here is my list so far:
By offering these out to the world, we can help people create their own Facebook Page (for the uninitiated, “pages” are for businesses, brands and interests, “profiles” are for individuals). If they stumble or want to go to the next level, we’ll be there. By opening the door we open the conversation.
Now it’s your turn. Consider doing a about a helpfulness audit. How do you rate? Where could you and your company be more helpful in your space?
We’d love to hear about your progress, and will keep you up to date on ours.
Several months ago we had the pleasure to work with Tina Senter at Desert Perinatal Associates in Las Vegas, NV. Tina runs the marketing department for this practice specializing in high-risk pregnancies.
Vestor Logic was responsible for redesigning their existing website and implementing a WordPress install. We set up accounts and built a Facebook fan page and a Twitter background to maintain a consistent look across their various marketing initiatives. All of these are pretty foundational elements when starting a social media marketing initiative.
Often a client will have big ideas about all the ways that they could use social media to reach out to their existing clients, but fall short when it comes time to take the reins back from us to DO something with it all. Then again, sometimes we get a client like Tina who is ready to run with social media…
Here are some of the things that Tina is doing right:
Most importantly, she is consistently DOING something in her social media space.
Tina certainly has some built-in advantages with her “product”, new moms are desperate to connect with other new moms and are frequently stuck at home for the first few weeks/months. Her population is all local to one city. She works within a field that people are passionate about: having babies. All those cute pictures don’t hurt, either.
BUT, she easily could have set up these accounts and wandered back to the textbook marketing approaches. She chose to move forward, stay engaged and experiment and it is truly paying off.
So. What can you do to create a community within your client base? How can you engage with your clients on a more meaningful level?
Update: We know, it’s not that easy for everyone. Maybe you don’t have the bandwidth, the staff, the understanding to make it happen for your organization. Soon we will be releasing a set of social media launch products: labs and engagement packages, to help get over that initial hump between set up and social stardom. Stay tuned…
Want to be notified by email of the new things that Vestor Logic has to offer? Join our email list to get those updates in your inbox! Subscribe to Vestor Logic by Email.
A few days ago I was reading through the responses to the Wired Magazine iPad story: How the Tablet Will Change the World, they reprinted in their mail section and it got me thinking about the importance of the right tool for a given job.
In relation to the iPad, many of the critics bemoaned the small size, lack of tools, small keyboard, etc. Mention is made of gamers, CAD artists, designers, video editors, writers, etc. and how the tablet will not be able to replace a laptop or desktop. The assumption is that the iPad will attempt to replace your PC. I don’t think this was ever the intention.
As I sit back and listen to the pros and cons relating to the iPad I wonder, do users really think that the iPad is meant to replace a workhorse laptop or desktop? As a marketer that seems unlikely. The reality is that there are an enormous amount of people who use a computer for a very few tasks. Some assume that the iPad will never take off. I think it will because it falls into a specific-use sweet spot. It’s too small to replace a laptop, it’s too big to replace an iPod. It probably will kill Kindles and Sony readers, but that’s about it. Maybe the iTouch, I guess it depends on how badly you want those tools in your pocket. For some users it will be all they need. For many more, it will supplement what they already use.
My husband wants an iPad, he wants it bad. I asked what void this $500 bit of technology would fill in his life. He said that many of his coworkers at EffectiveUI in Denver leave the laptop on their desk at home and bring the iPad to the couch to watch movies, surf, etc. It’s more lightweight than trying to get comfortable under a 5-8 lb laptop. My husband also plays in a band. He wants to sit it on a music stand during his band practices/appearances to access and display set lists. As opposed to shuffling thru pieces of paper, which is apparently unacceptable. Of course I think this is absurd but I’m one of those “reluctant adopters”, don’t need it, not getting it. I didn’t even get a cellphone until my employer paid for and insisted I carry one. In 2002. I know.
However, this is a good example of how this particular tool can be the right tool for a given job. I can see the advantages to being able to quickly scroll through a set list and click over to individual songs, I get it. You’re not going to want to try to prop a laptop on a music stand and anything pocket-sized is probably going to be harder to navigate with a guitar strapped to you than a sheaf of paper. It’s big enough, it’s bright enough, and gosh darn it, he may have a point.
As I write this I consider how this comes back to social media. Social media is never going to solve every marketing problem in every instance, but there are some really “right” tools in the mix. Is the ice cream shop down the street going to benefit from, or be able to keep up with Twitter? Maybe not, but I bet Foursquare could be powerful for them (or do I speak too soon?). Does your community garage sale need a Facebook fan page? Unlikely, but Craigslist would be hugely valuable. The right tool for a given job.
I think the iPad will find its place and become indispensible to the adopters, Apple has customer evangelism on its side. My husband wants the iPad and he will actively find jobs that it can be the right tool for, the price point insists upon it. For $500, by god, you will give serious thought to the niches in your life where this tool will fit before you plunk down the Benjamins. I think Steve Jobs knows a bit more about consumer motivation than we do.
The fact that most social media is free or almost free may actually be working against it. Companies are jumping in, flailing around a bit and then sharing their sorry stories of failure. It’s easy to jump in, it’s harder to sit down and really think about how you are going to use these tools and which are the right tools for the job, especially if you’re not even sure what the job IS, which is the crux of the problem.
Before you jump in, identify the job: What results are you hoping to achieve with social media? Be specific, “more sales” or “more traffic” is not specific. Who is the intented target of your campaign? Where are you going to find them? How exactly do you intent to engage them (because it’s more than just delivering a message)? Answer these questions FIRST, then decide which tool/s to use, and you’ll be on your way to developing a successful social media campaign.
Define the job, find the tool. That’s how Steve Jobs does it.
Recently some of you may have noticed that Facebook changed it’s “Become a Fan” button to a “Like” button. The thinking behind this is that it is less of a commitment to “like” something or someone than it is to become a “fan”. Being a fan implies a certain level of engagement with a brand or person. You may be willing to tell the world that you are a “fan” of Whole Foods or U2, but you may only “like” M&Ms. Are you and M&Ms casual acquaintances or in a committed relationship? This move opens the doors for users to feel comfortable connecting with more brands.
Another reason behind this move is Facebook’s new integration with the Open Graph Protocol. According to the www.opengraphprotocol.org this: “enables any web page to become a rich object in a social graph. For instance, this is used on Facebook to enable any web page to have the same functionality as a Facebook Page”.
In essence, this means that by inserting a few simple <meta> tags into your page header and inserting a facebook “like” button on your website with one line of html you can turn your page into a “graph object” which can be found and tied to the social graph. There a also a few other social plug-ins you can utilize, such as an activity feed or recommendations (see more here http://developers.facebook.com/plugins).
Wh
at does this all mean? It means that users can establish connections to you and your brand across the entire web, and tie it back to their facebook profile. Facebook becomes a vast repository of everything you and your friends “like”. I find it hard not to think of it as the broadest marketing research experiment ever undertaken. And all users have to do is “like” stuff.
The negatives, as always with Facebook, relate back to privacy. Any user who is not on top of their privacy setting can cry foul. Yes, you are telling your friends that you like Bon Jovi, you may be telling BMG and Sony as well. I personally don’t have huge issues with the privacy issue, but I am in marketing so I may be biased.
Overall, I think it is an extremely intriguing move and I for one cannot wait to see what the adoption rate looks like. I “like” it.
What about you? Does this move make you nervous? Excited? Angry? Tell us.
Read More about the Like Button:
Why I Like the Like Button: Spreading Nonprofit Messages
Are Like Buttons Evil? The Open Web Reacts To Facebook’s Not-So-Open Graph
You may be starting to hear buzz about this thing called Foursquare. Remember just a few years ago when people started yapping about Twitter? What IS it?
Foursquare is a location-based application that works on the iphone, android and blackberry smart phones. It creates a game out of being in places (businesses, restaurants, museums, wherever) and checking in while you are there. The more times you check-in at a location the more badges you have the ability to unlock, if you have the most check-ins at a location you become the Mayor of that location for however long you continue to have the most check-ins.
The gist is that your location is being or will soon be ranked by popularity for no apparent reason other than people are interested in playing this game. Again, it’s about customers carrying on conversations and sharing experiences about your brand with the world. You have the opportunity to listen in. Digital eavesdropping, fantastic!
It’s your new loyalty (FREE) program….
Here’s how you can do more than just listen. So far customers (and these are all customers, because they are IN or have been in your location) have be participating in foursquare for fun. What happens if you get in there and give foursquare users a special offer or coupon? If they are vaguely close to your location they’ll receive a notification that there is a Special Offer nearby. Even if foursquare users who have never been in your business, if they are steps away from your “50% off double mocha lattes for foursquare users” what are the chances they will pop in and check your business out? This is a fantastic engagement opportunity for existing businesses, and could be a massive boost for new businesses.
SEO – Here’s where it gets even more interesting…
Google maps and Bing maps are displaying Foursquare venues when people search locally. Google is beginning to use tips and shouts from Foursquare venues for citations about your business. These citations are used in the rank algorithm, which is why Yelp and Google Local reviews are so important for your SEO efforts. Cost = zero.
Here are a few great articles that go further into Foursquare and it’s potential uses:
Local Search Marketing using Foursquare
Ignore Foursquare at Your Peril – An Analysis of Potential
As always, we welcome your comments!
My first thought when I heard that google was going to be meshing real time search with it’s usual results was, cool, now we’ll get some real fast results reflecting what is happening at the moment.
But yesterday I read an insightful post from Rob Birgfeld on SmartBlog On Social Media called Reality setting in: What Google’s real-time search means to businesses. He brought up some very interesting points. In his post he used a different example, but what happens when my mom (or dad, let’s not be sexist while being ageist, one cliche at a time please) searches for Nordstroms to find out their hours and gets 350 links to posts about what random people bought at Nordstroms, issues and experiences they had? How much patience will mom expend trying to find a simple link to the store? Frankly, does she even know there is more than one page of results?
Mulling this over, I see 2 things happening.
Number one: Nordstroms now NEEDS to pay for placement in google search. I’m sure they already do, they are a giant company, but what about the smaller companies who have managed to do a bang up job with their SEO and have a long tail of positive comments, articles and mentions on other sites? Where do their current natural results end up?
Number two: somewhere within the depths of Nordstroms’ PR/Marketing deptartment, one of more employees (previously a bright-eyed social media pro) is furiously blogging, posting, commenting and tweeting not only about Nordstroms’ various marketing initiatives, but about simple things like store hours and locations in order to control the real time results.
Depressing, no?
What are your thoughts on real time search results? Should they be included in the broad search or segmented out?
Yesterday I broached the topic of whether companies need a social media consultant, based on several articles/blog posts promoting a DIY approach out of the gate.
My main disagreement with the assertions set forth in these posts is that they assumes that business owners and individuals are already up to speed. We’ve seen that this is often not the case, and that makes sense. They are busy doing their job, not ours.
An entirely new segment of marketing has opened up and it calls for a very different approach. If a business or individual tries to cram the old approach into this new medium, it will fall flat. They need to learn that, preferably before they go out and make the mistake in front of an audience.
I propose that yes, many companies/individuals could absolutely handle social media on their own. And they should, once they are up and running. Maybe they need a helping hand to get started, to have the overall process broken down, and then they may well be ready to run with it. Maybe they need help developing a plan of action, since this is all new to them, from a business perspective. There is no question that most companies/individuals will need to play a bit of catch-up to get to the point.
Where most companies need a social media professional:
* Developing an understanding of what social media IS
* Developing an understanding how social media is valuable to their business
* Getting up and running with technology recommendations
* Introducing decision makers to the process and assist in getting buy-in
* Training staff to a) understand social media b) see the value c) find their place in the process
* Developing social media marketing strategies and action plans
* Propose ideas for blog posts, tweets,
* Propose ways to overlay a social media to an existing or upcoming event etc to increase awareness and ROI
In a perfect world companies would be positioned to handle all of these elements, have the understanding and the staffing necessary to move forward thoughtfully. It doesn’t always happen that way. Many companies will be ready to move forward on their own with a little training and guidance upfront. Ideally, staff members are best positioned to speak about what is going on with the company.
So where do you come out on this? Are you up to speed and ready to forge ahead with a SM campaign? Maybe you understand the broad strokes and are looking for a bit of guidance? Or maybe you’re wondering what all the fuss is about. We’d love to hear your thoughts.
I’ve been reading several articles and blog posts recently outlining the reasons you don’t need a social media consultant (ex. Why You Don’t Need Social Media Consultants). The crux of the argument is that social media all about common sense and courtesy, doing what comes naturally to anyone.
Ok, so knowing that, now you’re ready to launch your social media program! Ready, set, go!
What? You don’t feel ready? Oh… Ok. Let’s delve a little deeper, then.
We can afford to be glib because we’ve been working in the field for years, read the blogs and articles, in short we pay attention because this is our field. Sometimes it does feel that it boils down to doing what comes naturally, being smart about what you say, courteous, etc. We are immersed. It’s our job.
The question is, do you have the time or bandwidth to become immersed? To pay attention on a daily basis to the advances and changes in this particular corner of the marketing package? Before even that, do you know where to start with this whole thing? What tools to use and what to post or blog about? What approach is going to result in real value? How to you as a professional get to the point where are ready to talk about your company or efforts passionately, accurately and in a way that engages others?
Part 2 tomorrow: Where Social Media Consultants CAN Provide Value
