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Archive for the ‘Branding’ Category

Corporate robot was managing their online and social marketing strategy in a space where consumers turn to talk with human beings.

If you are on Twitter, have a strategy.        If you are on Facebook, have a strategy.        If you are online, have a strategy.

Common theme today is strategy and the dire need for one, whether you are online for personal reasons or online for professional purposes. Perhaps this should be filed as a rant, or perhaps should not be written at all; however, I enjoy writing what I am thinking.

So where is this coming from? A conversation with an extremely friendly gentleman who I sat next to on my Southwest flight last week.

I settled into my normal (or however normal it can be) routine when I fly Southwest and turned to my row-mate to say hello and learn more about him; a flight in conversation is a much better use of time than a flight watching a movie. We ended up talking for the majority of the flight about social media, but more as he knew social media and believed social media was: twitter.

We started with a crash-course (our flight was only 2 hours long, and I tend to be long-winded) in how Twitter, Facebook, LinkedIn, Blogging, etc are simply platforms to engage with business partners, current customers, potential partnerships and customers, and build brand awareness. Then we moved onto Twitter. Unfortunately his experience with Twitter was with, what I would call, billboarding and viewed Twitter as an advertising tool (billboarding) to push content onto the online world, push their message to customers online, and simply convert their offline marketing strategy with their online marketing strategy.

He was, after all, a consumer at that point AND part of a brand who wanted to push their content in the online world.

Fast forward about three months, and he convinced his company to go social media and begin their journey with Twitter and Facebook. Three months after their launch the company was trying to figure out why their Twitter followers were low and their Facebook FanPage was not growing at the same rate of others. Unfortunately they are not the first, only, nor last brand to experience this.

Thirty minutes and a coffee after landing – and the availability to connect to the internet – it was very clear what happened. I will share a bullet list of what went wrong:

  • Company had a lack of strategy
  • Company had a lack of understanding of platforms available
  • Spaghetti approach – they threw everything onto the wall and see what sticks BUT never had conversations
  • Employees engaged and spearheading the campaign had limited knowledge of online branding
  • Assuming offline strategy would convert easily online based on limited exposure

What went correctly:

  • Company knew the importance of social media and thought it imperative for their presence online
  • Company had produced some wonderful content to share online (articles, press releases, highlights)
  • Employees involved did not give up, were trying to learn and reach out, and truly believed in their company (I hope they do receive special recognition)

Where did this bring us? In the end of the day, the company had great content they were pushing into the online space but never talked with (or responded to) their followers and customers. The company did not have any metrics in place to judge and measure their success with social media.

Corporate robot was managing their online and social marketing strategy in a space where consumers turn to talk with human beings.

My suggested changes to their approach were simple, easy to change in the short-term, and would yield them some quick turn around. There certainly is more this company can explore, but until the responsibility is taken upon (or delegated) to oversee the social media strategy, step one is a giant step in the right direction.

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If you are not aware, Google provides a free service to businesses, and their locations, to create a business listing that is similar to the phone book.

A few of the features include,

  • List your company name, address, contact information, and website.
  • List your hours of operation (easy to change if you are a seasonal company).
  • Create coupons and special deals.
  • Display company logo, pictures, and links.
  • And more….

It takes about 5-10 minutes to set up (if you have all information necessary) and requires minimal (if any) maintenance unless something changes. Check out JG Social Media Listing!

Click here to go to Google Local Business Center.

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Admittedly so, this has little to do with social media, new online media, or building your brand online…..or does it?

Newsweek published the Top 500 US Green Companies the other month (and yes, I am just getting around to talking about it).  They rated these companies based on their: Environmental Impact Score, Green Policies and Performance, and Reputation Survey. 

I bring this information to your attention for two reasons. 

First off, I think it is extremely important to know where our US Companies rank in their endeavor to becoming more environmentally conscious. 

Secondly, I have been monitoring the press on this list for some time now and have not come across much (the use of Google Alerts has been extremely instrumental); highly disappointed.  There were countless avenues they could have taken advantage of to discuss their ranking (especially those on top): from Twitter to blogging about it. 

What can we learn?  When building your online reputation, discuss the positives about your brand/company/service.  Do not be afraid to boast at times.  You’ll need much more positive news flying around the internet for every one negative comment. 

Click here to access the list and their reviews.

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