But as the diagram shows the landscape is broader and in addition it is in a state of constant change. Content on Social media sites changes constantly and is an area that a Social Marketer must pay close attention to make sure they keep up.
Whilst getting noticed by search engines and rating well in Google is still a real key the prime objective of the Social Media Campaign is much more and requires more time and effort to be effective.
A major focus is on the building of a community of Followers, Supporters, Evangelists … a Tribe as Seth Godin Calls it . This can be done by becoming a contributor to other communities and helping them to build traffic and in return opening opportunities to engage with your consumers directly there.
There are many benefits to a good Social Media presence and even more to a well crafted and implemented campaign as a recent survey shows the benefits are seen as far more extensive than traditional marketing.
As a sports fan who loves a drink I could hardly resist the Banner Headline that screamed for my attention in today’s daily. On reading I quickly learn it’s doom and gloom.
AUSTRALIA’S premier sporting codes are under threat of losing up to $300 million a year in alcohol sponsorship.
But why is Sports promoting alcohol anyway and why has it not used its power to attract the myriad of corporates who want to attract people to join their Tribe and don’t have an unhealthy message.
Because I suspect they don’t get it .
After watching sport on TV on the weekend I decided to start on a paper on the future of Sponsorship, because it appears that Australian sport has not moved with the times. I see a fortune spent by BBX on elcetronic fence signage and across the front of the Port Adelaide AFL team’s coaching box … but they don’t tell me who they are and what they do.
I see a small Adelaide recruitment company, lets call them XYZ, who sponsor a local football team who were playing in the TV match of the day. And across the back of all of the players jumpers I see XYZ and once again I am expected to guess who they are and what they do. Even on the company’s website there is no mention of the sponsorship … I guess the boss likes the team so the sponsorship is philanthropy not business development. And clearly with some planning it could be both!
The addition of a web address below the letters/logos in both cases could fix the problem . If I was at the game I could look them up on my mobile by accessing their site or at home while watching TV I could go to my PC at half time … instead of watching ads.
It was interesting to note that signage at the test cricket from Cardiff had a very strong focus on web address and relevance. The glass in front of the players box displayed the web address of a glass manufacturer … Pleased to see it didn’t say proudly sponsored by.
Firstly if you aren’t proud why sponsor and secondly if a company name is displayed in such a way everyone clearly knows it’s a form of sponsorship … so why state the bleeding obvious.
All of this lead me to researching how sports were using Web 2.0 and Social Media to grow income (esp overseas). I was pleased to see that Sponsorship 2.0 is alive and well!! VODW Marketing company who predicts Sport Sponsorship worldwide to double or triple in the next few years has produced a significant report on the why and how of Sponsorship 2.0. The report by Roger Peverelli and Reggy de Frinks provides some good background and guidelines that sport should be embracing.
I am now in the process of developing my own guide for sports in Australia particularly focusing on how they can use Social Media Marketing to grow their income very significantly. Our Grumpy Old Managers Guide to Social Media Marketing covers the general principles but now we want to provide Sports/Charities with some specific guidelines as we are doing for a few industry segments.
The future is very much about building business for their Corporate supporters and not just building brands as it was in the past. So instead of bemoaning the loss of the booze money it’s time to embrace new ways and unleash opportunities as yet unheard of by leveraging their brand and their tribe of supporters … and linking sponsors to the right messages and the right means of reaching the consumers!
Three items I saw in The Sunday Mail and on 60 Minutes TV Current Affairs show raised my interest in the traditional media’s use and treatment of Twitter.
Constantly the media talks it up but rarely shows any real understanding of Social Media and Twitter’s positioning within it. Hence at best it fuels Twitter’s short term growth by raising curiosity but rarely explains the why and the benefits of fully utilising it and the other tools.
A classic example was a full page story on Adelaide’s three most followed Twitterers by Olivia Watson in The Sunday Mail. The first thing I did this morning (24 hours after I read the article) was check to see if Olivia was on Twitter … not surprisingly she was not. Obviously she was not impressed by her own article!!
Next I checked the number of followers that 2 of the 3 listed in the story had gained in 24 hours. One had gone up by 500 to 10,023 and the other by 68 to 8858. So it appears the story did not impress many readers of the only Sunday paper in Adelaide (pop. 1 million).
One thing that impressed me in the article was that the second most popular AFL team in Adelaide has 429 Followers … over 200 less than me!! Maybe because they are hard to find! After several search attempts on Twitter I gave up.
The article seems to have failed to hit the mark as have so many in mainstream media as it did not talk clearly about why you would Twitter and the real benefits. Better make sure that Olivia gets a copy of the Grumpy Old Mangers Guide to Social Media so she can do a relevant follow up story.
The next item in The Mail to take my eye was a gossip piece on one of the judges, Todd McKenney, on Dancing With the Stars headlined “So I like Twitter get over it.” The article says the Channel 7 bosses are not happy with his mid-show “twitterings”.
But Todd says, “I like the concept of making the show interactive. I like to know what viewers are thinking.” Exactly!! Todd McKenney gets it but the Grumpy Old Managers at Channel 7 clearly don’t.
Perhaps Channel 7 wants us watching the boring ads (that don’t work) instead of interacting and becoming more closely linked to the show … building a Tribe of supporters perhaps??
Then finally watching 60 Minutes at last I saw traditional media people (producers) that do get Twitter. They are encouraging followers heavily and as a result extending the life of the show over the week by seeking to interact with their audience. Building a Tribe … a source of feedback and stories. They are prepared to listen not just look at the ratings numbers!
Until recently it was rare to see lawyers in Australia advertise but now they are featuring in newspapers and on radio and TV advertising their wares.
Obviously they see a need and believe that this is the medium to convey the message … or perhaps they have been convinced by the ad sellers that it will work for them.
It seems a bit amusing that at a time when others are turning away from expensive ineffective traditional media advertising, some others are taking it up.
Although I wonder if we will see much of lawyers using social media marketing. Firstly they will have to provide something for nothing (as is the tried and true formula of winning business online) and secondly I assume there are some archaic rules and principles that restrict such moves.
But I can clearly see how Social Media could be a great way to overcome many of the negative perceptions of the legal fraternity and open up some great business opportunities for them … if they can and they really want to!!
I look forward to feedback and to building some Social Media plans for lawyers to evolve their approach to business … love to know of any case studies that I can use in my planning and presentations.
Just when you accept its time to explore the Net etc on your PC, now you don’t need to because everything you need and more is on your SmartPhone/iPhone.
While there are some incredible applications for all manner of purposes – business, leisure etc – available for your iPhone many are also available for other new phones that are capable of accessing the Net.
There have been 1 billion applications downloaded for the iPhone! So when Apple says there is an app for everything they mean it.
So now from my phone I can manage my Facebook accounts and do everything I can on my desktop with ease on the fly.
With Tweetdeck I can keep track of Twitter and monitor the brands I work with instantly wherever I am.
I can use Google Maps to not only find an address and get detailed instructions on how to get there, as you do with the GPS in your car, … but I can also look at the image of the street and the building I am looking for using Street View. Not sure why anyone buys a handheld GPS anymore when your phone can do better!!
Also having Google at my fingertips means I can find almost anything I need to know at anytime … Great for Quiz Nights …. I guess. If thats not enough I can get more details using Wikipedia on my phone.
There is another application called Evernote that allows you to collect thoughts and ideas on the run and sync them to your Mac when you return to the office. This can include voice, image and video notes all in one easy to access place.
With WordPress on my phone I can write my blog anywhere anytime … as i have done sitting in bed, on a plane or train or relaxing in a coffee shop.
Stitcher allows me to collect a personalised stream of information in audio from talk radio, news and information sources such as CNN, AAP, ESPN and TechCrunch. This can be personalised for me and/or for my clients and I can listen to it anywhere anytime.
And finally the must have a killer app for the iPhone which is, believe it or not, called Bump. It allows you to exchange contact info with other iPhone users by simply touching phones. For sometime I have been predicting the death of the business card … well this could be it!!
Of course there are many more, but these are the ones that are very useful to me in my business … of course sending and receiving email on the run and accessing the Net have been available for ages but now phones are going to the next level and making access to this sort of thing much more usable.
Although you don’t need an iPhone for much of this I do think that maybe it finally is time for this PC biggot to accept that I would be better of with an iPhone and a Mac … or maybe just an iPhone. There is even a small projector that clips on and would allow me to run PowerPoint presentations straight from the Phone!!!
And even with all this potential at their fingertips there are still the Grumpy Old Managers who yearn for a simple phone with big buttons to press … because all they think a mobile phone is for is to make and receive calls!!!