Star Client: How Desert Perinatal is Doing Social Right
August 5, 2010 by Jessica Ziegler · View Comments
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:
- Desert Perinatal runs a weekly contest looking for a super cute baby picture from their fans to use as their Facebook icon for the week.
- Tina uses Facebook to engage fans by posting common questions that most moms can’t help but answer in a forum like Facebook, such as: What is your biggest frustration as a parent right now? Or, how did you transition from a crib to toddler bed?
- She allows fans to post on the fan page wall. Parents will post pictures or questions of their own. She is allowing a community to form on her watch, without directly interfering or trying to guide that process.
- Tina creates a monthly newsletter featuring classes, products, recipes, letters from the doctors and Q&A with the nurses, always promoting the Facebook page and Twitter feed to build awareness.
- She also had Vestor Logic create a postcard-sized print version of the Facebook fan landing page as a take away at the front desk to build awareness.
- She uses tools to automatically post Facebook page updates to the Twitter feed.
- She runs a birthday cupcake promotion encouraging fans to post birthday baby pics and receive a cupcake certificate from a local bakery.
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…
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How Steve Jobs Does It
June 16, 2010 by Jessica Ziegler · View Comments
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.
What the Heck is Foursquare?
April 9, 2010 by Jessica Ziegler · View Comments
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!
Trusting your voice
December 9, 2009 by Tim Miner · View Comments
Everyone is talking about social media these days. Even the definition of what is and what is not considered social media is constantly being redefined by new technology and more importantly by the new ways that we as consumer use existing technology.
Most agree that to be social a technology must afford the users the opportunity to participate in a dialogue or a two way exchange. This fundamental premise has been discussed at length by most of the top industry pundits. Now the discussions have shifted to address another question:
“Because social media involves the exchange of information, ideas, and opinions, how do we define our voice to be the most effective at communicating our ideas to others?”
Every company wants to spread the word about their product or service far and wide. They want their videos to go viral, their website to get flooded with traffic and their sales team to stay late handling all the orders.
This goal alone raises an issue for many of us that participate in the social media environment. Our online exchanges should be a reflection of those interactions that we have in the real world. Courtesy, compassion, empathy, politeness, humor – these all have a place in our digital exchanges. I would argue that to be effective in the social media environment you have to be yourself. Creating an alter-ego or a persona that deviates from who you really are is a recipe for disaster. Scott Stratten takes this notion head-on with his UnBootCamp video.
Marketers worry about building a following, finding an audience, conveying their message but they often skip the most important element to a successful online relationship – trust. Anyone that would buy your product must have some level of trust in you or your product. The consumer always believes that what they are buying will fill a need that they have and that the person or company selling it to them can be trusted, at least to some extent.
So this begs the question. How do you build trust as the foundation for your online relationships?
My short answer is with authenticity. You have to be yourself online just like you do in a face-to-face exchange. Building trust is a process which may suggest why all of us that advise individuals and companies on social media are quick to point out that social is a process and that often quick results are not to be expected. Chris Brogan‘s book Trust Agents is a great read and the long answer to the question. You can find his book here among other places like your local bookstore.
Cyril Connolly said it best “Better to write for yourself and have no public, than to write for the public and have no self.”
I think that says it all. How do you weigh in on the issue of trust and authenticity?
Striking a balance: brands and consultants
December 2, 2009 by Tim Miner · View Comments
My consultancy, Vestor Logic, was created specifically to give me the freedom to work from anywhere I wanted at any time with just a laptop and a cell phone. My family travels a bunch and I want that flexibility. I want to watch my son grow up and hopefully add a little brother or sister to the mix to give him someone to pick on. I struggled to find a balance between work and home but I think Vestor Logic now gives me what I always wanted: balance.
Finding balance in my work relationships is a different challenge. It’s a constant battle to bring a team of people to a common understanding. Working with brands on social media strategy and initiatives presents a unique set of circumstances, none of which promote true balance.
Let’s look at the individuals involved:
- Me, as lead strategist for Vestor Logic
- Jessica, our lead designer and strategist
- Our programming team
- Our brand liaison (this is usually the person that help champion our cause within their company)
- Stakeholders: brand, media, sales, marketing, PR, business development
So imagine all of us in a conference room, someone always leaving to take a “critical” call or hit the restroom. The Discovery Workshop begins with me leading a poor man’s guided tour of social media trying to capture the understanding of those that for some reason have never heard of social media and yet still connect with those that have been using services like Twitter and Facebook ever since their kids told them about it.
This is the critical time in the Workshop. It is imperative that we establish a common point to start from. “Raise your hand if you think social media can benefit your company and your department”. I hope they ALL raise their hands…
The truth is that consultants should listen more and guide less, at least that is my opinion. These department heads and stakeholders already have the answers. They know their company better than I ever will. They know what works and more importantly what didn’t work. They rely on us to provide a subtle nudge in the right direction, maybe even a course correction at times. But they don’t need us force feeding a cookie cutter social media solution to them as if by some miracle “one size really does fit all”.
The balance we seek to create with our clients is more often found in the personal relationship we create with them. Maybe in the dialogue we share with them. Often in the understanding that we are as driven to see them succeed as they are. The balance we seek is that of collaboration where they want us involved as much as we want to be involved.
Our conclusion at Vestor Logic is that we can strike a balance with our clients by listening, responding, asking questions, testing ideas, admitting our shortcomings, being open to change, and never assuming that we have all the answers.
Consulting brands on the development of a social media strategy is like riding on a seesaw. It’s a dialogue that requires two sides to work. There is a constant back and forth, an up and down, a give and take. The best part is finding that rhythm and enjoying the ride. If both sides have done their part, a much more powerful result is reached – one that includes the input, the consideration, the knowledge of the entire team.
That is why we are here…
Are Social Media Consultants Neccessary? Part 2
November 18, 2009 by Jessica Ziegler · View Comments
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.
Are Social Media Consultants Neccesary?
November 17, 2009 by Jessica Ziegler · View Comments
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
In Appreciation
October 30, 2009 by Jessica Ziegler · View Comments
Today is day three of being pretty well snowed in here in Denver. It’s been a very long time since I’ve been seriously snowed in, probably about 10 years.
We spent eight years living in sunny Las Vegas, where you might get a snow shower every four or five years. Prior to that we lived in Connecticut, where we did get actual snow. The last time I was seriously snowed in was probably in the late ’90s.
I was thinking about that last Connecticut snow-in this morning, thinking about how our world has changed in the last ten years. How differently we all connect to each other, and how much better it is. Ten years ago, when we’d get snowed in we’d have the local TV news to keep us connected to what was happening down the street or 2 towns over. We could make calls or send email assuming that the cable and phone hadn’t been knocked out, most neighborhoods still suffering with above ground power lines. We might connect with our family members, or our closest friends and coworkers. Mostly we sat around the TV and watch the man on the street reports (or “on the driveway” more accurately) from the next town over.
Today, thanks to social media, we are connected to an extended network of people that we can communicate with instantly. I know via updates whose kids are home from school, who’s got the best sledding hill via pictures, how bad the commute into Denver was this morning. We commiserate, share and laugh. People I went to high school with, or that I worked with fifteen years ago know what I’m up to today, and I know about them. We use the social media tools available to us on a daily, if not hourly, basis.
As I sit here appreciating how far we’ve come, I am also appreciative of how this new level of connectedness has created an entirely new business for many of us. We couldn’t have come to the crossroads we are at now, between standard business/advertising practices and the wild west of creative thinking that social media has born, without the extensive acceptance of social media in our lives. Because millions of people have become connected on sites like Facebook, Twitter and LinkedIn we are poised at the intersection of business and community. We already know that word of mouth and it’s various subsets (word of mom, etc) is an extremely powerful motivator. Social media allows us access to WOM networks on the largest scale ever.
People have accepted this level of connection and thrive on it. As marketers we need to make sure we don’t mess that up, that we don’t allow the old marketing think of blanket messages to create mistrust or abuse. As marketing professionals, we are the gatekeepers. We have been given a gift, a strong foundation of active participants. Let’s not crap all over it. Protect what we’ve been given by guiding your clients to make better choices in how they interact. It’s going to be work, retraining some of the old-school thinking. It’s hard not to simply bow to the client’s wishes, after all they could stop writing those all important checks. But it’s important, for the protection of what we’ve been given and for the survival of this new industry.
Have you had clients who have come in with ideas for inappropriate marketing tactics for a social media strategy? How have you dealt with those challenges?
Managing your social media expectations
October 29, 2009 by Tim Miner · View Comments
I speak to our clients hundreds of times throughout our relationship together. The conversations range from minutia to broad strokes on strategy and without fail the dialogue takes on a life of its own as we delve deeper into the specifics of the client’s strategy.
Often, my generalized ideas about how to help my clients reach success with social media change as I learn more about their business processes and from the information shared during our discovery process. What starts out as a clear cut idea for success is regularly tested as we move forward.
So how can a social media practitioner, someone that a company turns to for advice and guidance, ensure that the advice they bring to the table is going to stand the test of time?
Here are some of the lessons we’ve learned and most importantly some of the touch points that we focus on to make sure we can help our clients get the most out of their experience with us:
Determine exactly what you (or your client) wants from social media
You can call it goal setting, expectations, results, ROI or any number of other things. But the fact remains, to help anyone formulate a plan for utilizing social media you must understand exactly what results are expected. It could be as simple as getting noticed within their peer group or as complex as streamlining their internal business processes across all departments. You can’t take a shot in the dark, there is no room for slinging crap against the wall and waiting to see what sticks.
Frame your strategy
I think we all know that a strategy is just the beginning. A great strategy is useless without proper execution and a commitment to rework the strategy as change happens. The act of posting and being active in social environments alone is destined to fail without a sound strategy to guide your activity.
One of the most crucial activities we engage in with our clients is to frame a strategy focused on the outcomes that our clients are seeking, and to testing that strategy continuously as we move forward. It is imperative that everyone, whether an individual or a large company, have that strategy in mind to focus their efforts on actions that are most likely to serve the end goals. Look at all options, read case studies of those that have come before you, test ideas where possible and try to create a strategy that accounts for as many variables as possible.
A good strategy will include a detailed overview of the goals, ROI benchmarks, players and assets that will be utilized, SEO keywords to target, a profile of the people or businesses that you want to connect and interact with, the social assets that will be necessary to carryout the strategy, the landing pages on your website or blog that will be targeted, and many other key points.
Consistently execute to the details of your strategy
The real work begins once the social media strategy has been created, the key points discussed and tested when possible, and the company is ready to begin executing on the strategy. Too often, a strategy is created and then the passion begins to wane. It’s hard work to look at all of the options that COULD work and determine what should be done.
Success in social media will only be possible if you commit to pursuing your strategy with a consistent and diligent effort. This means taking action that is in concert with your strategy on a daily basis. You must connect to people and companies that are complimentary to your goals and you must foster an interaction with them in order to see any results. It takes time and it rarely comes from little effort.
I like the way Chris Brogan described it in a post about a year ago (read the full post titled Remember the Root Goal):
“The main thing is to keep the main thing the main thing. Right?”
Anyone seeking to harness the power of the new social economy must keep this in mind. Like any other endeavor, it takes diligence and a commitment to continue to push forward. You never know where your big opportunities will come from or when they will be presented to you.
Don’t expect too much in the short run
One of the biggest hurdles we face as a company that advises others on the use of social media is managing the expectation for success. Of course, the strategy that we helped create will define what success means but it is often difficult to apply an accurate time line to when success will materialize. The variables that determine this include the amount of effort that is applied and the willingness for the company to make changes to their strategy as reality and opportunity dictate.
The bottom line is not to expect too much in the short run.
Be flexible
Social activity online is like any other relationship in that you have to nurture it over time, build trust with those that you interact with and then be there when they need you or your services. Companies that understand this know that it is imperative to make changes to the strategy as flaws are realized or when the landscape changes. Be flexible and don’t fear situations that may present themselves or assume they are obstacles to your success. Instead, rethink your strategy and modify it to your advantage. Very seldom will you find that you hit a wall that you simply cannot climb, or better yet, navigate around.
Fail like Google: “failing fast, but failing smart,”
Ok. It may sounds naive for me to say that everything can be addressed or used to your advantage but for the most part I have found that to be true. If you do find that your social activities have produced a reality for you or your organization that cannot be overcome, you do have a Plan B.
Fail like Google.
Their mantra of failing fast, but failing smart should resonate with all business owners. Know when to cut your losses and try a different tact. It is better to change course quickly than to continue to apply tactics or a strategy that is proving to be flawed.
We’re not suggesting you simply abandon social media if your goals aren’t being met instantly. Go back to the strategy and reassess. Figure out why an anticipated outcome isn’t happening, and adjust your tactics.
Your social media success certainly comes with a price. Invest the time in the beginning to define what you are willing to do, what your are willing to commit to creating success online. Being prepared will certainly serve your company better than just entering the social media arena with all guns blazing and no plan to speak of.
The big questions are:
- What does it take for you to be successful with social media?
- What are you willing to commit for a chance at success? At growth? At securing your company’s future online?
- What are your goals for participation?
- How are you going to get there?
Image courtesy of chichacha
A Case for Social Monitoring
October 27, 2009 by Jessica Ziegler · View Comments
How important, really, is social media and social monitoring? I propose pretty damn important, based upon the following tale…
Some of you may be familiar with Dooce.com, written by Heather Armstrong. For the uninitiated, Dooce.com is an extremely popular “mommy” blog, her Alexa rating is at about 13,000 and she has 1,409,274 followers on twitter. In the blogging world, she’s big time.
A few weeks ago, “Dooce” had occasion to buy a new washing machine. They researched, bought the 10 year warranty, the works. Normally this event probably wouldn’t rate a tweet, much less a blog post. However, things went sideways with the new machine after 1 week. After 10+ days of waiting for repairmen and then waiting for parts and more waiting for repairmen who threaten to leave, it STILL didn’t work. She decides to call The Corporation, after dealing with unhelpful and rude customer service people, she eventually get a supervisor who still will not replace the machine, and thinks he could get another repairman out to “take a look” in 3-5 days. ANOTHER 3-5 days.
Here is where Social Media comes into play.
At this point, several days into this battle, sleep deprived and up to her ears in all manner of infant discharge covered clothing (did I mention she has a newborn at this pont?) she twitters the following:
“Do not ever by a Maytag, our Maytag experience has been a nightmare!”, followed by FIVE similar tweets.
To 1,409,274 twitter followers. Mom twitter followers. Moms who buy washing machines twitter followers.
This leads to all sort of chaos on twitter and the internet, including…
“Within hours I am contacted by several big name appliance stores on Twitter offering their services, except none of them can really help because I’m trying to work with Maytag directly. And then a few hours after that I get a message from @WhirlpoolCorp who I guess own Maytag, and I send them my phone number and I wait. And wait. And wait.
And then the following morning I get a phone call from Jeff Piraino, manager of the executive offices of Whirlpool Corporation in Michigan.”
Pretty good, right? Except for the fact that it took five irate twitter posts by a major blogger to get the problem even addressed correctly. Nevertheless, she finally gets it fixed, and the world is alerted to her joy.
Here is where Social Monitoring comes into play. The next day…
“I get an email from a guy named Jason Avila who works for Bosch. Yes, THAT Bosch. And they want to give me a free washing machine of my choice. OF MY CHOICE. Who WOULDN’T take up that offer. Except, I don’t know. It just doesn’t feel right. My brain just wouldn’t let me feel okay about it. And I mention on Twitter that I’m being offered free appliances when a woman with the handle @MommyMelee (here is her website) suggests that this might be a good opportunity for me to hook up a shelter with a free washing machine.”
Great idea! For Dooce, a worthy shelter, AND for Bosch. If Bosch had not been monitoring social media related to their products, they would never have known about this whole ordeal. Nor would they have had the saavy to recognized they offering a brand new machine to Dooce (remember those 1,409,274 twitter followers?) would gain them massive postive exposure to their core demographic.
Well done, Bosch!
Let’s review:
Social Media generated:
- A LOT of bad press for The Corporation
- A way-up-the-flagpole resolution
- contact from several local appliance stores offering their services
- some final positive feedback for The Corporation
Social Monitoring lead to:
- A fantastic offer of a free machine by a very saavy Bosch
- Great, positive social media exposure for Bosch
- A shelter recieving a new washing machine, gratis.
Ready to start paying attention? Here’s a start: go to socialmention.com where you can search blogs, comments and more for terms that are relevant to your products/business. Comment on those posts, think of ways you can put yor business in a positive light with those readers. Don’t just “sell” your services, work towards a level of trust. You don’t always have to give something away, ala Bosch, think of interesting ways to gain positive exposure for your brand with your core demographic. Create tweetable stories about your brand.
What are you waiting for?
Jessica Ziegler
Vestor Logic
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You can read Dooce’s entire post here:
http://dooce.com/2009/08/28/containing-capital-letter-or-two