Social Punctuation

Because we aren't in Marketing 101 anymore

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BlogWell LA Presentation

In case you missed it live, or want to see it again, here is my BlogWell LA Presentation on Integrating Traditional and Digital Mediums in a Branding Campaign. Created using Prezi.

Digital + Traditional Campaigns 

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Case Study on ARIA from Facebook

In case you missed it, here is our case study with Facebook on their eCommerce Offers.

View the PDF

Partnering with them on a beta and product launch was a lot of fun! Plus, 5x ROI certainly helps too.

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Google+: The SEO Network

I never thought I would say this, but Google+ has snuck its way into my overall Online strategy. You'll notice I said Online strategy and not Social Media strategy. There still is not the audience or interactions on the network to make it a good social network, but the search engine benefits continue to get more enticing. 

First, you have the +1 button on sites and your content. Google has integrated the data from these buttons into natural google search. If you, or someone you are connected to across any of Google's networks including YouTube and Gmail, has plussed a piece of content it will show up at the top of any search with a relevant topic. Think about it this way, most companies are willing to pay a lot of money to be in those top 2 - 3 sponsored positions and now they are giving the next top spot away for free.

If that were not enough, after meeting with Google recently I learned that there are now two new features for Google Ad customers who use Google+. Now you can change a setting in your Ads account and your search results will show the activity of your Google+ network. Also, and I think just as important, if you post once per day on your Google+ account, when someone searches your brand term they will see your social content on the right instead of the usual Google map or wikipedia entry. The top image is an example from a search for YouTube. Google claims that there is a 3x higher interaction rate on these socially-enhanced ads.

This is a brilliant move by Google by giving brands a reason to post on their network which could finally increase the audience base. 

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Facebook Data is worth $100 Billion

Ok, the dust continues to settle from the Facebook IPO and the continual drop of the stock ever since with the same questions popping up. Is Facebook going to make it? How is this company worth $100 Billion? 

Yes, Facebook is going to be fine. Why? The same reason they are worth all those zeros: your data.

Facebook is a repository for big data. Your preferences, friends, personal information including contact details, photos, videos. The list goes on. That data is the key to their solvency. 

  This data will keep users coming back. Your life is now on this service. All of those check ins, the photos you uploaded and then deleted from your phone, the milestones you add, they equate to memories and you don't just throw away memories. This is exactly the reason why Facebook moved to timeline, which makes it blatantly clear that they are creating the story of your life.

  All of this data has companies knocking down the door trying to target their current consumers as well as new users who match the same demo- and psychographics. As long as Facebook can continue to capitalize on this need, which they have done very well over the last three months, they will be around for a long, long time. 

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Using Social To Make Better Products

We've already discussed how great Social Media starts with a great product, but what do you do if you don't have an amazing product? Use your audience to make your product better! You have a perfect focus group naturally built in to every social audience.

So here is what to do:

Listen to your audience:

People are already talking about your company. It is a universal truth. No matter what service you provide or product you sell, someone has posted a review, made a recommendation or maybe even started a fan or flame page about you. Start listening. Everyone has opinions, but what you are looking for are the trends. These patterns are a quick and easy feedback loop.

Show them you are listening

Negative feedback can be tough to take, but it is important to not only listen but let users know you are there listening. Chime in. If someone posts a concern, address it. Even if you can't fix the problem, let them know that you have heard them.

Make changes

Listening isn't enough, you need to take action to make positive change whenever possible. For example, a group I worked with heard that their venue's signage was not prominent enough. This was actually part of the design of the space, but members of the social audience were so vocal about it that management decided to make costly changes. Ever since, there have been few issues.

Ask Questions

Once you have a good idea what people are talking about, start getting the feedback you are curious about. About to launch something new? Can't decide what feature is more important in the next release? Just ask. The only thing people love more than their opinions is voicing them.

Celebrate Change

If you did something specifically because your social audience to you to, thank them and make it known! It gets them more invested in the feedback, shows that you are listening and also highlights the change you made so people can take advantage of it.

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If you are marketing something that is not amazing, be prepared because you will see negative comments and feedback. But, even if the truth hurts it is a lot better than blindly believing everything is perfect. Take the feedback and use it to make your product or service even better.

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Good Social Starts with Your Product

                                        If social media is done correctly it should be cyclical.

Your Product (or Service) generates Content

Your Content generates Conversation

Your Conversations generate better Products

The key to this philosophy though is to have a great product to start with. The better the product, the more you have to talk without forcing it. If you aren't having success online, try taking a look at your product instead of your communication strategy.

Social Media is a great tool for word of mouth communication, but always remember that WOM can be both negative and positive. Without a good product you can expect three things:

Conversations will be more negative among your users

You will struggle to create quality content

Negative comments and less good content = slower growth

So, what do you do if you are not creating content for Apple or Coke or Ben & Jerry's? You can improve your product by engaging your social audience and my next post will walk you through exactly how to do that.

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Facebook Hates Mobile

I am going to let you in on a secret; the head honchos at Facebook only use 2004 Motorola RAZRs. Seriously! I mean what else could possibly explain just how awful the Facebook Mobile experience is.

Open the app, I dare you. Now, wait 20 minutes for the content to load. Click on a new section, and wait 20 minutes for the content to load. See that really cool link to a sweepstakes one of your favorite brands just posted? Click on it from your phone and be frustrated as hell when it takes you to the brand's page with no explanation. 

My point is, Facebook is missing the boat. It is working on dozens of new initiatives: premium ads, FB connect integrations, sign out screen take overs, new offers platforms, redesigning your timeline again, but little has been done to help the mobile situation. 

Mobile is truly still in its infancy, but how can you ignore a medium that accounts for 10% of all web traffic and is gaining fast? 

Now, Facebook is rolling out a new app specifically targeted for page admins. This, I do not understand. The only advantages vs. the current app seem to be 1. Making sure I don't post personal items on a brand page. 2. Three insight analytics. 3. I can view my page admins. Why not just take the time and money to make the regular Facebook App work better for both consumers and super users? I really don't need three apps for Facebook on my iPhone. Make one do all of this. 

Facebook was built on a simplistic, lightweight user experience and I fear that they are loosing their way by taking on too much unnecessary crap in the mobile space. Perfect the basics then move on to the advanced. 

Is this the end of Facebook? No, of course not. But, they could be missing a huge opportunity and in the future they may see this moment as a turning point in their social dominance. 

Maybe MySpace could combine their social platform with Draw Something and become relevant again... "Draw My Space" It's kind of catchy! 

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The Joy of TV Disclaimers

One of my favorite pastimes, and I don't think I am alone in this, is reading disclaimers. I LOVE picking apart the difference between what brands are saying and what they really mean.

These are actual disclaimers:

"Do not unicycle down a mountain."

"Please pay for all items."

"Do not trip your waiter because he ignores you."

“Never commit arson. Not even once.”

And my personal favorite, this gem from Apple's "Get a Mac" ad. 

The beauty of my new fascination is that with DVR technology, I can actually pause and read or even record the best ones! In fact, one of my favorite "disclaimers" is at the end of every episode of "The Big Bang Theory." Creator Chuck Lorre sneaks one vanity card into the credits with some form of witticism or commentary on our society that it is impossible to read without the DVR. But, there are websites devoted to these messages and he has actually been doing this since Dharma & Greg in 2007! My favorite is about the relationship of the DVR and his cards on #182 from Sept. 24, 2007.

Now, you may be asking yourself, "What does this have to do with Social Media?" Well, that is a two-part answer. 

1. Consumers are actively searching for the "lies" in media advertising and are trusting it less and less. Reading disclaimers and laughing at the ridiculous things we say as advertisers is great, until they are in an active purchasing mode. Then, that little copy immediately nullifies every statement you just made. The same goes for advertising on Social. Consumers shop around, if you say you have the best rate or price, you better. If not, you have lost that consumer from buying directly from you forever. A good rule; say what you mean and mean what you say. Lose a consumer’s trust and it is almost impossible the fully regain. 

 2. Chuck Lorre has taught us that sometimes curiosity is the strongest motivator. Try this experiment. Create two posts for your Facebook or Twitter. On the first, describe a photo and include a link to said image. For the second, use the same link but keep it ambiguous with a call to action for the link. It is a great way to see if your audience is indeed curious. I bet you they are.

I can tell you from personal experience that the above two points can make a major difference in your everyday Social strategy. Trust and curiosity are what these platforms are built on. Conversations start with an intrinsic desire to know something about the person (or brand) you are talking to and, if done correctly, can lead to a level of trust no ad will ever create.

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Pinterest vs Google+

                                There is a distinct difference between Pinterest and Google+.

I don't mean that one is all about pictures, has a ridiculous ratio of female members and is actually pretty useful while the other is used by Google employees, because they are told to (ok, that was a bit harsh), I mean that there is one distinct factor that has completely shaped my opinion of both networks.

I heard about Google+ from a press release. I heard about Pinterest from my friends. 

That right there, is all you need to know. 

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Best Time to Post on Facebook and Twitter

A few days ago, the Bitly.com blog posted some very interesting data regarding click traffic on Social Media. Basically, their graphs show you what the theoretical optimal days and times are for posting to receive the most clicks.

Here is a tweet-sized summary: Twitter - Early in the day, early in the week Facebook - Midday, Midweek

In general I'm sure this data is accurate, but it is important to note that just because a strategy (aka time to post) is right for the "masses," doesn't mean it is right for your audience. For example, they basically tell you to avoid posting on the weekend like you would avoid explaining Social Media to your grandmother, who has never used a computer, and thinks twitter is short for twitterpated, which sparks a story about how her and your grandfather met, walking in the snow…. You get the point. However, just two weeks ago I created some content on a weekend which was the most successful the channel had ever seen.

My point is two-fold. 1. You need to do your own research and see what makes the most sense for your own audience. 2. Viral content goes viral because it is GOOD. Not because you posted it during some magical Facebook timeframe that I like to call the Zucking Hour.

Content is all about knowledge and aspiration. (Well if that isn't a good idea for a blog topic, I don't know what is.)

There is software out there that can help you decipher the data. Or, start a spreadsheet and update it everyday with how yesterday's content did. You will notice a pattern. Your users may check their social media every Monday when they get to work. Or, if you provide information relevant to their weekend plans every Friday at 3 pm. And, never forget about the time difference. If you are posting only at very specific times, you just might be missing a good chunk of your audience.

I've said it a thousand times; there is no silver bullet for Social Media. Take your time and do your research. Understand your audience.

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Rant: You are Not a Guru

                        My biggest pet peeve in the entire world is someone who claims they are an expert, a guru or a master of Social Media. Claiming that you know that much about a medium which changes every second is like saying you can choose the right lottery numbers every time the game is played. 

Here is the bottom line, we are all guessing. We can base those guesses on research, trial-and-error, best practices and a decade of experience, but there is no silver bullet for developing and nurturing a Social Media audience. It takes time and just because one strategy works today, doesn't mean that doing the exact same thing will have any effect tomorrow.

Social Media is really a beautifully complex mix of art and science. It's quantitative and qualitative. Creative and systematic. Forgiving and cruel. But above all it is young. Groundswell delivers an important message, "Focus on the objective not the technology." The technology updates everyday. New trends emerge, old favorites fade away and no one really knows what is going on. The key is to understand that you really don't know what the next thing is in Social Media, but be confident enough in your strategies to roll with the inevitable punches. 

So, if you come across someone who calls themselves a Social Media Guru, you might as well ask them for tomorrow's Powerball numbers too. 

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Why Social Punctuation?

Why the name? Two reasons. 

First, Social Media has a unique language and that language includes new punctuation which fascinates me. Items that are not used in typical speech, and in fact have no purpose in spoken word form, have taken on a new life. Think about the hashtag (#). This icon has seen a complete paradigm shift from being the symbolic representation of "number" to a way in which we interject topics and even subtext to a written statement. #Truth

Really fascinating stuff.

Second, and most importantly, punctuation is defined by Merriam-Webster as "Something that contrasts or accentuates" and I feel like there is too much blah in the world of Social Media. I live by a mantra that @Unmarketing taught me at BlogWorld, "Only write awesome." But, I think that expands past writing, really it should be "Only DO awesome."

This blog is my manifesto to standing out in the bland crowd of "exclusive offers," gimmicky sweepstakes and non-sensical, irrelevant content. You can do better! Your audience deserves it and honestly, if you aren't always on the leading edge you might as well lay down and get trampled by the crowd. 

So there you have it. Social Punctuation. Because they didn't teach us this stuff in Marketing 101. 

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Hello World

I think I am committing some unwritten online crime by using the default Word Press blog post as the name of my first entry on tumblr, but o well. What can I say, I am a rebel. 

First let's get the formalities out of the way. I work for a company in Las Vgeas, but this blog is my own and is not associated with them whatsoever. ...without the approved, written consent of Major League Baseball.... yadda yadda yadda. 

Alright, good enough.