Social Media to the Rescue?

Yesterday, the tools of "social media" made an indelible mark on me. When a friend's in trouble, you react with whatever tools are available to you... and what struck me funny last night, is that the first place I turned to when I heard of her predicament was Facebook and LinkedIn.

Her day started with the curious sounds of mooing...

Turns out that the 6 inches of rain that had fallen the night before had caused the peaceful Rush River to swell into a monster, rising 8 feet and sweeping away a herd of cows returning back to their barn for milking. As her basement filled with water, she wondered what could be done, where the rescue, if any, was coming from and how she was going to get through the day with her son. Apparently, she had time enough to snap a couple of photos and post them to her Facebook page.

Her friends commented how tragic it was and offered her comforting words of encouragement. But, eating, breathing and sleeping marketing often makes one take different steps in light of such an event. If she was going to get some help, she needed attention — right away.

I'd put on my hip boots and jump in my Suburban to help, trouble was, I live 300 miles away. Yet what I had seen and read of the events of her day was a news story. Press coverage of her situation, and that of her neighbors, should only be made better if a news crews were on hand to shed some light on the slow tragedy that floods render.

But who do I know in the media somewhere near her farm?

Having lived in the area as a kid, I knew that all of the press coverage comes from the Twin Cities. I immediately checked into LinkedIn and searched WCCO, KARE, KMSP and the StarTribune Newspaper. To my surprise, one of KARE's reporters is a high school classmate of mine. He was even an existing Facebook friend — I just didn't know he was a reporter! I fired off a story tip for him on LinkedIn and Facebook hoping that he might check one of them (Facebook, BTW, won the day).

Meanwhile, others saw some of these posts and offered up their suggestions. We found a staff writer at the StarTribune and passed the same story tip on to him via the same channels.

Not more than 10 minutes later, I received confirmation that KARE-TV was packing their cameras and heading East to cover the story for TV and online.

My friend's TV & press report.
A competitor station picked up the story.
The Milwaukee Paper grabs the story.
And is finally picked up by the AP in the Chicago Tribune.

Social media is immediate, connective and viral. It's very hard to manufacture a viral chain of events, but if the story is honest and strong, you'll get traction. From fads to floods, crazes to cows, social media offers immediate impressions if you can put together the proper pieces.

As I write this, the waters are receding, but the damage done is significant. It's gratifying to know that I could play a part in getting others to care and provide some assistance, but now I'm left with the notion, "What's next?" Alerting people to the problems that our friends and neighbors face is important, but an actionable plan and real recovery are still in need. 

Social media doesn't have a tool for that yet... but, I'm working on it.

Do you have any suggestions? I'd be happy to hear them.

How fast can you change the game?

Truthfully, I have never been much of a soccer fan. I played football, you know, AMERICAN football... not some game for "grass fairies". Then I signed the North Shore United Soccer Club as a client and all of a sudden, I'm talking corner kicks and FIFA World Cup!

OK, so some sales are made out of necessity. But when it comes to making a new pitch, maybe no place is more hard fought than the land of television commercials (which now have the chance to go viral), seeking out as big a targeted audience as they can find — while attempting to convert someone to a sale (actual or emotional) in :30 and :60 second clips. Now that's a tall order.... and no wonder why so many fall short so often.

Yet, as these few clips will showcase, you don't have to talk up the specific benefits of your own product to gain the associative feelings that go along with a more "compelling message". Find what's "sexy" about your sale and sell it with gusto. Far too many of us think it's the widget and what's in the widget. You couldn't be more wrong. All I want to know right now as a potential customer is, "what does it do for me?" Answer that in a compelling way, even if it's only: "it makes me laugh, or feel good or think a fond memory."

When you view the spots below - do they say anything more than that? Yet, do you feel more likely to buy what they have to sell? I think you'll have to say, "yes".

Football Evolution from Visa (It's like Jack Black vs. the World - very funny.)



Sony Bravia's Superstar (tap into the dreams of your youth - very poignant)



Journey of Football from Puma (win the world, even if you're not a sponsor!)


What's more, this is a lot like what you see in the best of social media today. If you come on too strong, you're more likely to turn people away, but caress them honestly with your like-mindedness, and they may in fact, turn to you for your expertise, your products and your services.


See if you, too, can be turned away from touchdowns to GOOOOOAAAAAAALs!!!  (That is, at least for a month while the World Cup takes center stage starting June 11th)
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Are you Summa Cum Laude at Brand U?

Personal branding done right... but what's the tuition? What are the pre-requisite courses? And, how do you get a diploma from Brand U?

What we're really talking about is taking ownership of a brand that suits you. Everyone of us is a "brand" - a collection of traits, benefits and skills that can be translated into positive or negative feelings about who we are, what we do and how people interact with us and the things that we do. By borrowing from time-tested marketing principles that the dominant products of our generation use (i.e. McDonalds, Coca-cola & Nike), we, too, can move up the charts, gain marketshare, increase our chances of making the sale or even getting a date for Saturday night.

All of that in one blog post? Well... no. (You'll need to stick around longer for that, but this ought to get you started) Here's your Brand U course curriculum:

Self-awareness 101: In this course, you'll discover who you really are, what your likes and dislikes are and how to properly assess where your first step on the road to happiness lies — as well as a dynamic path to your own success.

World-awareness 201: This is the advanced course that gets you to understand how others perceive you. It's blatantly honest and can be pretty rough on our students to pass the class. But once done, you'll stay more focused on what's really important.

Branding 105: Understanding how icons, symbols and text can be cultivated to create "trigger" opportunities between you and your universe.

Iconic History 210: Looking back at the brands and personalities who have succeeded in capturing a space in our brain. Our instructors ask, "If it can work for them, what is it that you can adapt to your own personality?"

Brand Theory 300: This upper level course challenges you to find a unique aspect of your psyche and make it tangible. Not for the timid, but incredibly powerful once you've mastered the art of the "Powerline".

Social Media 100: This basic course introduces students to Facebook, Twitter, LinkedIn and a cadre of other websites that can advance your brand opportunities. You may test out to begin with the 200 course.

Social Media 200: Students have not only a grasp, but are actively using at least 3 SM tools and have already figured out how to create custom URLs within their social media pages. This class will begin to carve out a strategy that helps make the individual a thought-leader within their field.

Web Presence 995: Getting established with your own personal website will be part of the coursework, along with a nominal charge for a domain and hosting.

You'll also need to choose from a slew of electives, including, but not limited to: Salesmanship 221, Evolving Resume 145, Public Speaking 330 and Entrepreneurship 401.

When you've completed your coursework, you'll emerge an expert; a guru; a leader of your own tribe; capable of attracting and galvanizing people to your leadership. So let the hard work begin... become your own best ally in shaping the opinion that others hold for you, as well as promoting yourself to the point that your good reputation precedes you. Isn't that what's at stake? Ultimately, building a personal brand that is Summa Cum Laude is what our entire lives are all about. Why not take careful stock of your own brand now?

Enroll at Brand U!

Sign up today!

Social Media Newbies Unite!

I have to tell you, I've been following (OK, pun intended for Twitter users) the marketing aspects of social media for the past few years now - which makes me more than a "newbie", but doesn't put me at the head of the class by any means. Monetization of these mediums (Facebook, Twitter, LinkedIn, YouTube and others) is sketchy, at best. And for some, a down right waste of time.

If you, too, are scratching your head on how your small business (or using your own personal brand) can benefit, read on.

I can't cover it all, but this hopefully will help get you on the right path. So let's put our first foot forward:

1 > Do set up a LinkedIn account. This may be the most valuable thing you can do. Why? Not only is it a "resume" site - in which a potential client, employer or old acquaintance may look you up - but it is the ONLY social media site that gathers e-mails from which you can carefully utilize in soliciting feedback or better yet, actual sales.

2 > Do set up a Facebook page. You have to do this for yourself, then you can create a page for your business, group or interest. Aside from having the ability to be "friends" with your children (a great non-invasive way to spy on them - you didn't hear it here), Facebook is the mother of all social media platforms and can provide a forum to let your own personality shine through to potential suitors of your business. Be careful, though, it's easy to offer TMI and expose your brand to ridicule or scorn. A quick tip for setting up a business page: once you get 25 FANS, you can get a customized URL to make it easier for others to find you on FB.

3 > Do set up a Twitter account. The base idea is to be able to engage with your particular audience. Not sure where to start? Use a site called Tweepsearch.com to find people in your area of interest. Follow them and their followers. In no time, you'll be in a community of people who have at least a modicum of interest in you.

4 > Do set up a YouTube channel. Buy a Flip Mino and make 1-minute movies about what you or your business is an expert in. Post these videos to your channel, making sure your website is clearly attached in the bio section. Why? Because Google is now posting videos on WEB search results. You may be able to not only make page 1, but create a "roadblock" as well. Instant, easy and FREE SEO.

Does all of this take time? Yup. Can you get someone else to help? Yup. (20-something interns got this stuff covered...) But you better stay involved and in-the-know, your customers might just come a-knocking! Why? Because everything that you do here, will help direct traffic back to your own website... finally making it the productive tool everyone said it could be - you just never knew how to put it in play. And now you do.

Want to know more...

Jump into Mike's website
Link up with Mike on LinkedIn
Join Mike's Big Ideas Group on LinkedIn
Becomes a FAN of the Big Ideas Group on Facebook
Become a FAN of JacksonSpencer on Facebook
Follow Mike on Twitter

Do all of that, and you'll drop your Newbie title. You'll now be a Social Media Maven!

Doctor Operates on Own Brain and Lives!

Now that's a headline.

Think of how incredibly difficult (albeit macabre) this operation would be... completely conscious of your actions while you lay on an operating table, cutting and probing into your own skull. Yet, this is completely applicable to each and every one of us.

Why?

Because as marketers, we know that we need to sell our own business ideas, yet we're reluctant to produce them for our own benefit. Not for lack of know how - we're the big experts... typically is really isn't money... it's time? We're so busy with everyone else, that we never get to the stuff we know we're supposed to do. Like the brain surgeon with mirror and scalpel in hand, we refuse to put on a gown and start the operation.

"Branding" is that all encompassing term to describe the action of making a perceptional (and tangible) name for yourself, your business or your cause. Branding is every little drip, drop and splash you can make that might positively affect how others - namely your desired audience (read customers) - come to relate to you and your endeavors. In short, everything that you can put into the public eye, the better. From the logo you create to an ad in a magazine; an embroidered polo or your company website; your county fair booth or even the cleanliness of your rest rooms... all make a statement about who you are and what you value. Your brand is built over time with consistency and TLC.

Since this is so, we've also begun to embrace social media venues because of their immediacy and their ease of use. From Facebook to LinkedIn, Twitter to Flickr and more, using "the box" to magically spearhead your branding campaign seems like it should be so easy to access. And yet, so few of us put all of the pieces together. Most of us are hardly off the dime. Maybe you've set up these tools, but you haven't maximized how you use them... frankly, you have little idea of how to use them at all.

So why are we doing this?

Because it will help your branding efforts. It will earn you new business, and your life will be transformed.

Believe that? I didn't think so, but here's the bet:

By coordinating the process, you could save time and energy, while maximizing how many times your branded messages get out to your public. Like good salesmen say, "The more touches you have with your customers, the more likely they'll be to buy what you have to sell."

I think the thing that hampers our efforts is that we're so busy working out the details for everyone else, that we never take our own medicine and work out all the sticky details so that this "social media machine" actually works. Monetizing the web is the silver bullet we're all looking for, but, making silver bullets ain't easy. Like they say, if it was, everyone would be doing it.

Lucky for you, I'm a doctor of Marketing and I have your prescription (in 9 easy steps):

1. Understand your business, it's +'s and -'s and where you know your customers come from. This is easier said than done, but comprehending this honestly may be more important than the rest of these tips combined.
2. No matter what you do, make sure you're consistent in tone from your website on down to a single Twitter. Have a focused brand message really means that you don't have to spend as much to make an impact. And that's just smart business.
3. Set up a blog of your own. Add to it on a consistent basis, but there's no real right or wrong - just that it reflects your best thinking that actually helps someone.
4. Set up an autoresponder e-mail campaign. There are many 3rd party tools you can use. Finding one that allows you to put it on autopilot will pay off in time.
5. Set up social media sites for your best people, products and/or business. Today you can set up shop right in the midst of your customers. Why wouldn't you?
6. Link as many as possible to each other. 8 words - a lot of work. Not hard work, just the back-n-forth of getting the blog to link to Twitter, the RSS Feed to reach a customer, a web form to feed into the e-mail database. BUT, do this, and your reward is a transformational leap in productivity. Write a blog/send an e-mail/post a link, and it auto feeds to your customers, wherever they are.
7. Stop "selling" and become consistent about adding value to your customer's lives. That's Carnagie, as old as dirt, but its still so true and so effective.
8. Monitor where people are connected with you and how. It would be nice to know, wouldn't it? Just keep doing those things that warrant the most connections.
9.Enjoy your transformed life. :-)

Steps 1 through 6 are the brain surgery part. The rest is gravy. In subsequent blogs, I hope to give you insights into exactly HOW it's all done. But for now, you have the template. You can readily access this kind of information all over the web. Discerning which works and why, well, as you can imagine, guys like me are all too eager to hire out their services to assist you.

But for you, just sit tight until the next JacksonSpencer Blog.