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Socializing Media, can you stand the heat?

14 04 2010

If you’ve started your own social media program, you’re ahead of millions of other companies. Kudos to you. But it’s a reflective path. The most recurrent question we get is  “what are the tools you recommend?” Give them a hammer … everything looks like a nail. Tell them ‘blogging’ and they mostly melt. Whether you hire an ‘expert’ to give you all the keys to social media or you believe that your marketing department can actually integrate these activities into your existing public relationship framework, it mostly becomes another thing to do in the day.

Over the last few years developing and managing social media programs, we have had, of course, some customers who have said: “that’s it, we understand what you’re doing, we’ll integrate this back in house” … guess what? They mostly fail. Social Media tools and ‘copy paste’ behaviors will not solve the ultimate reason why social media is ripping through business and friendly communication. A social media strategy is integrated with every bridge you build between people and vice-versa. The ‘heat‘ is what I believe is a deep cultural change within a company and its constituency.  Social media champions are the humanizers of a company and its constituents.  Take every chance to make a warm connection. It’s easier than it looks. You know who actually has value in your community eco-system.

So what are social media agencies (most :)) good at?

Augmenting your social media intelligence and bring best practices to ramp up quicker and avoid pitfalls or an all too common waste of energy.
Bringing the constituent voice out: It’s not about you or your brand (rant…). Too often, I read a post starting like “here at ‘brand name’ we blah blah blah….bam! you just lost 50% of your readers right there. If they come to your blog or your facebook fan page, teach them something. Make it worth their while. Your discount coupons maybe creating some instant buzz, but they suck at creating a meaningful relationship with your constituents.
Perfectly geared to be an outsourced journalist for your brand: Marketing departments are good at creating ‘case studies’; they do less well at bringing conversation. The most enlightened companies actually learn to let the message go…because it’s not about the message. It’s about curating and creating great content which empowers the user or customer. It’s a lot easier to craft these stories from outside of the company.
Helping identify and build relationships with who matters: Inside the community (the best fans or just finding the right followers) and outside (influencers, bloggers, journalists, independent writers)…
Looking outside the marketing department: All too often, marketing is in plain control and it’s becoming one of their channels. Social media is NOT another advertising channel and an agency can help foster conversation with the constituency, including other departments or locations inside the company.

Navigating the new media landscape: We used to have paid media, now we more like five ways to make use of media according to Brian Solis: Earned media, owned media, paid media, participatory media & sponsored media.
Providing the Social Media Glue: Most of all, a social media agency is here to glue all the pieces together. It starts with a coherent publishing strategy, taking into account the constituents and moving into fostering community engagement inside and outside (PR 2.0).

Sounds easy doesn’t it? Then let’s make it the top 100 list of best companies to use social media!

@YannR

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Trust 2.0 … Get Used To It

12 12 2008

I am more and more convinced that 2.0 is a mindset.  I was on Twitter (like always) last weekend between attending to the urgent lives of my 5 and 3 year olds… (Tonka trucks and other logistical movements) and struck up a conversation with @bakespace (bake who you may say? … twitter name/id). Much of our conversation was based on the rise of Digital Divide 2.0 which I see happening as Social Media reaches out to more human beings. You could argue that social networking sites in general are a generational thing and ultimately we will all be on there . You could also argue that it’s an early adopter phenomenon.  I tend to think that 2.0 is a mindset.

Newspapers, magazines and traditional sources have been ‘seen’ as the trusted source of information over time. “Who are we going to trust”? They say. Well YOU, your brand, your digital footprint. Web 2.0 is an organic world where new tools (software for the most of it), new behaviors and new ethical codes swarm. We are the media. We are re-creating trust mechanisms. I believe we can see through, look at each other in the eyes, shake hands, smile at each other and respect each other online. Businesses as well. Get used to it. It’s here.

Forums in the 90’s and early 2000’s have really given a bad reputation to online presence… they were one big stream and everyone could actually be as primal as possible. We now live in a more open world, if you vote for a 2.0 Mindset.  More and more consumers are judging how they are being treated and how their peers are as well.  BS on Twitter, blogging, facebook and so on just doesn’t fly and people quickly vote with their feet when BS shows up.

This week, amongst other things, I ran into 2 great pieces of content that talk about TRUST. The first was by Rodger Doodley blog on Trust with Rodger quoting Paul J Zak: The key to a con is not that you trust the conman, but that he shows he trusts you. Conmen ply their trade by appearing fragile or needing help, by seeming vulnerable… the human brain makes us feel good when we help others–this is the basis for attachment to family and friends and cooperation with strangers. “I need your help” is a potent stimulus for action. [From The Moral MoleculeHow to Run a Con.]

Selling is about creating a trustable and repeatable experience. If you are a marketer, you are here to build or consolidate the brand trust capital. Social Media (blogging, facebook, twitter, flickr, youtube….etc) when used in concert are here to “empower users” as Chris Brogan says – Those users are your prospects or your customers… Instead of being in their face and being another ‘Interruption Day Marketing’ brand, be part of their lives, be part of their search and their social graph.

Forrester Research just published a new study that has made bloggers and micro-bloggers rage this week… Corporate Blogs are at the bottom of the scale when it comes to “trusted information sources”.  It is very debatable and obviously linear thinkers (let’s apply traditional marketing to social media) are mostly doing it wrong. If you try to sell hard, you’ll just have ZERO effectiveness.

Cloggers (corporate bloggers) it’s time to stop – Companies and corporations have the bad reputation of just republishing their press releases on their blogs, talking about inward content…etc. RISE UP I say… Start by creating value, content that ’empowers your users’. If you can’t think of your higher purpose… have someone else handle your social media services. If you think you know but can’t get traction and your blog traffic sucks…. you’re also in need of help.

Now go on, get out there and build your company digital trustworthiness…

Onwards and upwards,


Cheers
Yann

Thanks to jasoneppink and will lion for their cool pix