Just Jump

I recently came across a post Is it a blog or website? on duct tape marketing that highlighted the emerging value of Wordpress as a web tool. Users are utilizing Wordpress’ capability as a CMS to bypass the technical expertise necessary to build out a quality site.

As an internet marketing consultant I talk to people everyday who are confused and uncertain on how they want to move their business forward in a web 2.0 world. “Should I spend money on a blog or should I consider building a high functioning website? Is there any way that I can bypass doing an SEO project?” The short answer is to be doing all of these things to position your business correctly.

Wordpress lets the inexperienced and experienced test the web 2.0 waters without breaking the bank or driving themselves crazy. And now with the emergence of third party developers the sky is the limit on what Wordpress can do.

Web 2.0 is more than just blogs, widgets, social networking and podcast. It has become a mentality and a way of life for the masses that spend a majority of their day connected to the internet. I have personally thrown around and heard web 2.5 and web 3.0. So what are you to do if you just mastered text messaging and the concept of an RSS feed blows your mind? All you have to do is change your way of thinking and web 2.0 will follow.  The best way to test any idea is to just do it.  Jump into the unknown.

The Power of Video

Over the past year, there has been a decline in all U.S. internet visits to video sites (YouTube, MySpaceTv, Google Video, etc) from 7% to 1%. Surprisingly, this was matched with a 7% increase in time spent on video sites. Don’t let the first statistic fool you. Just because there is a lower percentage of visits to video sites, compared to all other sites doesn’t have to mean that the number of people watching videos are decreasing. It could actually mean they are increasing, since all internet traffic is increasing significantly as well. The fact that there is a 7% increase in time spent on video sites is proof of this. In fact, video has become a more powerful marketing tool than ever before.

So how powerful can posting a video online be? A about a year ago, Nike posted a video on YouTube featuring Kobe Bryant dressed up in Nike attire jumping over a moving car (it looked real but the car was actually off to the side). This video has been watched by almost 8 million people. More importantly, everyone was talking about it. Videos that are good, thrive online. Videos that are great, flourish even more. Videos that are bad, still get viewed! Are you starting to see the picture? You don’t have much to lose by creating a video and posting it online, except your reputation.

Remember that you shouldn’t just put any attention grabbing video online. For example, a video of everyone in your office smoking pot and doing drugs would certainly get a lot of attention, but no one would ever do business with your company again. In order for a video to be great, it needs to be extraordinary (like seeing a purple cow) and give your company a positive image at the same time. Nike’s commercial is a perfect example of this. A stunt such as jumping over a car as it’s about to hit you is remarkable and Kobe did it wearing Nike shoes.

So why should you use video to promote your business? In short, millions of people watch them, they are usually cheap to make, free to post online, spread virally, spread rapidly, and they get more people to talk about and choose your brand. Start creating more videos to market your company. Your organization will benefit greatly.

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Today I hit 1000 Followers

To some of you this number may be in your rear view mirror but for a majority of people using Twitter 1000 followers is an accomplishment.  How do I feel?  I feel accomplished but that number is relative.  I update more than most.  I am promoting a business but I am embracing the social aspect.    Do I talk to 1000 people…what is the value to me?

There is no way I can engage 1000 people on a daily basis.  What I can do however is provide them with value.  It is important for the small business owner to understand his/her place in the Twitterverse.  Not everyone wants to hear your pitch…in fact no one really wants to hear your pitch.  You have to earn the attention of all your followers.

As twitter goes mainstream it is going to be important to know how to engage your target demographic.  Think about how you can make an impact.  Your Twitter experiece will be unique to your brand and your business goals.  Do what works for you; create your niche.

My point is that with 1000 followers comes more responsibility.  Now is the time to maintain and cultivate the relationships i worked so hard for.

@HappyHourBoston

Find your best customers

Who are your best customers? Who is your target demographic? These are tough questions that small business owners face everyday. Gathering this vital information used to take years and thousands of dollars. The internet has leveled the playing field and allows small businesss to directly engage with prospective customers.

It has also changed the way consumers navigate the internet. Today’s shoppers are far more sophisticated than their AOL using predecessors. You have to engage and contribute value to win over customers.

Early Adopters are your most valued asset. This is the demographic that ismost engaged and eager to explore Internet frontiers. Early Adopters will also spread the word. They tend to be connected throughout the Internet. The next time you launch any campaign watch the response rate. Who gets back to you first? It is always the same people. Use these people to build your community; they are more than happy to evangelize your Brand.

Look for the Digital Natives. Digital Natives are the first generation to grow up in the digital age. Most are under 30 and have spent considerable time navigating, socializing and learning in the Internet. Web 2.0 is instilled in our routine and new advancements in technology are embraced and easily adopted. Facebook isnt something that we have to learn…We have been using it for 4 years. So what makes them important? Digital natives are important becasue they are also early adopters. Becasue of their experience, Digital Natives are often the most sophistidcated users. Their approval will spread to the masses.

Hunt for the Thought Leaders. Social Media is young. You cant go to school for Social Media Marketing. The rules are written on the Internet battle ground. Thought Leaders influence the direction of thought and innovation. Engage these prospects carefully. They are Rock Stars in their own right.

Where the internet levels the playing field, Twitter gives the small business owner a competitive advantage. Twitter is the only place where you can directly engage your target audience, paying particular attention to Early Adopters, Digital Natives and Thought Leaders.

Once you understand the make up of your Online Target Demographic you can apply the “80/20″ rule. Engage the aforementioned groups and they will bring you big business.

-Management

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Twitter For Your Organization

The other day on Twitter, I asked the question: “Is it better to have employees build their own separate SM accounts associated w/ the company or ONLY build the company account on Twitter?”

Here were the various responses:

@gadkins1974: “compromise. All usernames must be started with sm_, such as sm_gadkins1974”

@happyhourboston: “you need to build multiple accounts…Look at Best Buy…they have their CMO on here as well as their Brand. It builds brand identity and brand loyalty”

@Sashasan: “I think their own accounts. They shouldn’t spew co. stuff but a separate network will indirectly help the co. too.”

@scottmonty: “We’ve got well over a dozen accounts in various stages of development. Need to coordinate & centralize info on each. One last thing: some of those accounts will have teams assigned to them, to ease the burden.”

As you can see, all of these responses had one thing in common: Building multiple Twitter accounts is beneficial to a company’s Social Media Strategy on Twitter. Unfortunately, realizing this is the easy first step. The difficulty lies in making sure these accounts are actually effective in engaging followers, meeting new people, building your brand, and improving your company. To help you out, here is some advice that can help you implement an effective Twitter campaign for your business:

1. Provide Value For Your Niche: Most of you have probably seen this advice many times over by now. The reason for this is that helping others, especially those part of your niche, is the most important thing you can possibly do. Fortunately, there are countless ways to provide value. Giving people useful information, promoting other people’s events, and even something as little as helping someone out with a computer problem can instantly get you more followers and better credibility. Always keep in mind that you want people to look up to you and send more people your way, so be a leader.

2. Build Multiple Accounts: For small companies with very few employees, having only one Twitter account under your company name or slogan can still be extremely helpful when it comes to building a rapport with people in your target market. One Twitter account can work, but having multiple Twitter accounts, and assigning a few people (or teams) to manage each one, is infinitely more effective. Depending on the company, there can be accounts for different subdivisions such as account for different products, accounts for different services, or accounts for people in executive or managerial positions. Usually, a good mix of these, offering value in their respective subdivisions, will ensure that people connect with your company on all levels.

3. Be Transparent: You can’t cross a bridge you don’t see. The same philosophy goes for Twitter accounts trying to build relationships or help consumers. People will love the help, but it won’t do your company any good if they don’t know you’re the ones helping them. In order to avoid this, make sure all of your account profiles have a description of its purpose, and a link back to your organizations website. Be sure to talk about your company in your tweets as well.  Keeping people updated on whats going on in your organization, such as fun events or special promotions, is essential in helping you build a connection between you and your market.

4. Always Give, Never Take: It has been said that you should help people, on average, five times for every time you ask for help or promote yourself. I would say this is about right for accounts that are already well established and have already formed a rapport with many people on Twitter. However, if you are just starting off, you should NEVER ask for favors, or post links to your site unless it’s actually helping someone in the Twitter community. By helping people without asking for anything in return, you will quickly earn their trust, and respect. This admiration will get you more followers faster, and in short time, will strengthen your brand.

5. Search.Twitter.Com: Using this search tool, you can find out who is talking about your brand and your industry. For example, a search by a Nike account for the word shoes may bring up a conversation about a problem someone had with a pair of Nike’s they bought last month. Getting feedback such as this, is always a bonus, and can also be very valuable in terms of helping your customers and building a closer relationship.

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Make Twitter a Priority

Twitter is the most captivating social media platform on the internet.  I don’t know a place where you can network, socialize, build brand loyalty, educate yourself and directly engage prospects and thought leaders.   If Twitter isnt in your top 3 things you do then I would suggest that you rethink your priorities.

I had no idea what I was getting into when I registered for Twitter.  In fact I waited 6 months before I made a single entry.  My Brand Strategist told me to go to Podcamp Boston.  I heard @jeffisageek @Mikelangford and @gregverdino speak and…the rest is history.  I was hooked.  It took me a while to see its full potential but thats the beauty of twitter…it has enormous potential impact.

I haven’t scratched the surface of twitter’s capability but I do know that it has immediate and long term bennifits and it is a tool I can’t live without.

Twitter will be the primary marketing tool for the launch of Sticky Taffy.  I hope you enjoy and we look forward to delivering you a refreshing perspective on social media and the next generation of marketing.

Cheers

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Sophisticated Social Media

Welcome to Sticky Taffy! If you have questions regarding your company’s Social Media Strategy, want to launch your own Social Media Campain, or need someone to manage your Social Media Marketing efforts, you have come to the right place.

In today’s world, forming a tight knit relationship with your customers has become more important than ever before. In order to stay ahead of the competition, many companies have begun to launch their own Social Media Marketing campaigns.  By 2010, it is estimated that 60% of fortune 1000 companies will incorporate Social Media into their marketing efforts.

At StickyTaffy.com, we want to make sure your company satys afloat in a sea of Social Media. So what does Sticky Taffy have to do with Social Media? That answer is obvious. Sticky: We offer solutions that greatly increase brand loyalty and will get your customers practically promoting your company for you.  Taffy: Our Sophisticated Social Media Strategies will also increase your clientele, as your customers spread word of your services far and wide.

We believe that a Sophistaced Social Media Marketing Strategy is key to improving the success of your organization. Join the movement today and get involved with Sticky Taffy: Sophisticated Social Media!

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