social media Archives - Page 31 of 44 by Mark Murnahan

Do Potential Customers Know They Need You?

Will Your Customers Wait for a Flat Tire?

Do your potential customers know that they need your product or service offering? You may be surprised to find that many marketing shortcoming are not only in lack of exposure, but also because potential customers failed to see a need … or enough need to do business with you. Maybe you have addressed this question before, but perhaps I can help you with a different spin.

Imagine First Generation Drivers

Back when cars first gained popularity as a mode of transportation, most people did not know much about them. The first generation drivers were pretty clueless about the new “horseless carriages”, but they sure were eager to learn. They had a lot of crashes back in those days. I can imagine why they crashed. Just picture the kids back then having to actually hand write their text messages on paper!

Try to imagine the days before anybody had a father to nag them about checking their tires. Cars need maintenance, but in the beginning, most people didn’t know anything at all about tire care. Drivers overlooked maintenance and had a lot of breakdowns. My father told of his first car, which was a Ford Model T Roadster. Stop right there, I am not all that old. My dad was about a hundred and twenty something when I was born. Anyway, he said it seemed like he blew a tire every time he turned a corner. This created a need for better tires. Not just a need for better tires, but also used tires, tire repair, tire changing, and of course some good tools for changing the tires. All of the sudden, there was an emerging market. It became a pretty huge market that made many people such as the Firestone family abundantly wealthy. Tires were expensive, and people tried to use them as long as they could. They would drive them until they blew out. It is why the term “tire kicking” is still used today. Back then, people would kick the tires because if the tires had been repaired, kicking them would help them to know if there was a “boot” in the tire. No, not the kind of boot on your foot, but a piece of rubber that was used inside the tire to repair it.

Now, back to the Firestone family, the Firestone’s did not get wealthy only because there was a market need. They helped people to understand their need, and they did this better than the rest of the tire companies who competed with them.

How Would You Market Tires?

When you imagine your market, try to think like the earliest tire companies. Pretend that you are the first company to try and explain to people about tires. What would you do, and what would you say? Would you wait until their tired blew out and they knew they had a need, or would you try to help them to be safer by knowing when their tires were getting too old? Would you teach them about tire pressures and how to make their tires last longer, or would you hope they wore them out sooner so you could sell more? TIP: Even tire companies selling the same tire but who help customers prolong their tire life have “better tires” because they last longer.

Think about how you would reach those early drivers. How would you let them know, not only that you exist, but how you would impress upon them that they need your tire store and not just the closest tire store to where their next tire blows out. How far would you reach to grow that market if the big obstacle was to help people understand that they are safer when you are their tire guy?

Exposure is a huge component of marketing, but never forget that there are already a lot of people who know about you, but do not realize how much they need you, or why you sell “better tires” than the others.

People Don’t Repair Good Tires

People do not repair good tires that hold air. This occurred to me as I consider the Internet marketplace. A lot of people who really need the marketing services which I provide just don’t know how much it can help or how bald their tires are. Do you need a better tire seller?

Twitter is Useful but Blogging is Better

Twitter is a great place to gather useful information. It can also be a good place to find an audience of people who care about what you have to say. Twitter makes it easy to create a lot of business and personal connections. If you use Twitter with a little foresight, it can become an extremely valuable resource. If I did not believe this, I never would have spent the time and effort to write a book about Twitter, but blogging is even better. I am using Twitter as an example here, but much of this can be applied to other social media resources as well. What I wish to show is that many tools may be used for effective social media communications, and at the hub is a blog.

Many Twitter users have a blog, or even more precisely many bloggers have a Twitter account (or several). Blogs still outnumber Twitter users by hundreds of millions after all. Although Twitter can be useful, particularly in conjunction with a blog, it is not a silver bullet. I will explain this with data that I collected between March 2009 and March 2010, and provide charts to include comparisons as follows:

Twitter update (tweet) frequency and website traffic
Twitter followers and website traffic
Blog frequency and website traffic

Blogging is Better than Twitter, but Twitter is Still Useful

This is not a criticism of Twitter. I like Twitter, and I find a lot of great uses for the service. I meet a lot of wonderful people, I have interesting conversations, I learn from Twitter, and I share information with people using Twitter. However, it seems that while millions of business people have been fascinated by Twitter and a handful of other social media sites, it can be easy for them to overlook the even greater value of creating excellent website content, and doing it often. Social media can bring many people to a website, but consistent and high quality content development is key to keeping them coming back and keeping them telling their friends. This is extremely valuable to most business efforts.

In order to emphasize the importance of content creation (blogging), I will illustrate the side by side growth and reach of a Twitter account and a blog which were both created near the same time. The first blog post was on 7 December 2008 and my @murnahan Twitter account was created on 9 January 2009, so about a month apart. I used Twitter in conjunction with several other sites prior to this (copmagnet.com, stormmagnet.com, and others) but my @murnahan Twitter account and this blog create a good comparison. This is a one author blog and a one author Twitter account of about the same age.

Twitter Update (tweet) Frequency and Website Traffic Comparison

Many people believe that if they tweet at high velocity all day and night that it will bring huge traffic to their website. There has been some validity to this, but the landscape has changed. It should be obvious that influence is more important than simply yelling across a room and the same is true with Twitter. Here is a chart showing numbers of Twitter updates (tweets) compared with blog visits. I will add additional metrics later, but this may be an eye-opener to some people. Since lines on a tiny chart will not do this justice, I am providing the number of actual Twitter updates I sent during this period, below the chart. The high levels of traffic in the earlier part of the chart coincide loosely with a huge numbers of tweets, but then toward the more recent months you can see that traffic went back up (after I finished writing three books in 2009) while there were many thousands fewer tweets per month. Look at March 2009 with 9091 tweets compared to March 2010 with 175 tweets month-to-date.

Mar	Apr	May	Jun	Jul	Aug	Sep	Oct	Nov	Dec	Jan	Feb	Mar
9091	5969	1272	659	671	850	314	406	329	400	355	238	175

Twitter Followers and Website Traffic Comparison

A lot of Twitter followers should surely do the trick, right? It seems that there has been some amazing wool pulled over Twitter users’ eyes with this myth about Twitter followers. Sure, it is great to make a lot of connections, but how does that play into actual relevant website traffic? After all, website traffic is a common reason that a lot of people use Twitter. A squillion followers is a big dream for many people, but the way Twitter follower numbers relate to website traffic is not the same as some people may imagine. There is a lot more to building a brand and building website traffic than sending a bunch of tweets to a large number of followers.

I must say that in the beginning, Twitter was massively helpful in introducing people to this blog. In those days, people were retweet crazy, and it seemed that people retweeted everything I wrote. An example is an article I wrote about Twitter retweets … it was retweeted over 400 times. It was probably actually retweeted a lot more, but that is just what tweetmeme has on record.

Twitter helped to spread the word and create a lot of incoming links from many other social media sites as well. In May 2009, I wrote about how Twitter improves blog traffic (NOTE: “improves” and not just “increases”). In social media time, that was a long time ago. Twitter still holds great value that should not be overlooked or underutilized, but Twitter is different now.

Blog Frequency and Website Traffic Comparison

Twitter gets them there, but frequent content creation keeps them coming back.

Twitter can be instrumental in generating and cultivating an audience for a particular blog topic or service offering. A chart that cannot be overlooked is the one below which shows the direct relation of blog content creation and site visits. I used actual numbers of visits to my blog, so I multiplied the blog post numbers in order to be more visible in the chart. What I wanted to point out is how the lines follow a very similar course. While comparing nearly every metric of my website traffic, the one thing that relates more closely than any other is to continually create useful information for my readers. I hope that you will see this as an important focus in your efforts, too.

A blog is a hub for good social media outreach and is what keeps the machine moving. It is where you can reach more people with the information you want to share the most. All of the many related tools in your social media marketing strategy are fantastic and should be used to the best of your abilities. In the end, the tool that is expected to create more sales for your business is your website, so take good care of it and pay attention to the numbers.

If you have not already read the following articles, I encourage you to take time for these.

Social Media Tactics Without Social Media Strategy Fails

I look around the Internet and see a lot of social media tactics without any overall strategy. It often leaves me shaking my head when I see so-called social media marketers who offer nothing but setting up a couple of social media accounts then find a handful of people for their client to spout advertisements to. Maybe they even offer to do the spouting, but often without a real sound plan. It leaves little wonder why so many people are left to question the usefulness of social media in their business. It is a sad fact for many companies, but it can be fixed.

For the purpose of this article, let us look at the words tactic and strategy like the military does. A military tactic is an action that is implemented by a group of no larger than a division. A strategy addresses the planned outcome of the entire military operation. In social media terms, one way to look at a tactic is sending tweets on Twitter, while a strategy addresses how those tweets fit into the overall business plan and marketing objectives.

I suppose it should not be surprising that many people do not understand the difference between a social media tactic and a social media strategy. After all, most of the people implementing social media today are not marketers by trade, nor have a significant stake in the outcome. Many will say that they are marketers, but most really are not. They are technicians of marketing tools, but not practitioners of the trade. If this insults you, it shouldn’t. It is not saying that the receptionist who was put in charge of tweeting is any less important, or that the guy in accounting who created the last ad campaign is any less valuable as an accountant. We all have our own skill sets, and just because it is popular, you can still be cool if you are not a marketer.

Social Media Tactics Examples

I witness many social media consultants who promote setting up Twitter and Facebook accounts, fancying up the profile pages, and helping customers to find followers or fans. Sadly, this is about as useful as a hammer without a carpenter. These tactics are just creating tools, and without a strategy … an actual understanding of what to do next and why, companies are often left to receive terrible results and disappointment. A tactic without any function or objective in place is only useful on a very short term basis, and that is if they have luck on their side.

A common tactic I see is the social media consultant who tries very hard to reach a lot of people with entertaining messages like a funny video, a joke, or inspirational quote. They tell their clients to be fun, interesting, and engaging. They promote making a lot of friends by being themselves and making it personal. This is all just fine and dandy, but it is only a tactic. In the end, you may have a lot of people who like you but still lose a lot of time and money. The overall strategy of this social media tactic is that if you have a bunch of friends and they like you, it will be easier to sneak in your advertisement now and then and get your friends to help you spread it to the world. The problem is, these are only tactics, and there is really not a sound strategy. Friends are great, and we can all benefit from having more friends. I love the friends I meet via social media. I met my wife back in 2000 using social media. All the friends are fantastic, but those friends alone are not likely to come running make your mortgage payments. You need more to your strategy than this.

In an upcoming article I will show actual statistics which I have compiled regarding the effectiveness of tactics in contrast to strategy, but for now I want you to think about strategy more in terms of short and long-term objectives, and how you can improve yours.

Social Media Strategy: A Plan for Success

Let’s just say that you have a bunch of people following you on Twitter and a squillion fans on your Facebook Page. What are you going to do with that? Will you provide something that nobody else is doing? Do you have a strategy that is sustainable beyond the next Facebook update?

Let us use a restaurant as an example. If you have a restaurant, will you blast out your specials every day and hope people come to see you, then perhaps just keep lowering your sale price until this tactic begins to work? I hope that you don’t think that is a useful strategy. Try to think of strategy more like this: Create a contest among waiters to see which one will have more customers tag your restaurant in a Facebook photo or upload a picture of their good time with your awesome waiter on TwitPic and send it to you as a reply on Twitter. Create a special inauguration party for your latest “Mayor” on Foursquare. Integrate these tactics into an overall strategy to produce a sustainable marketing force of people who love what you do and love to tell their friends. Reward them with something fun, interesting, and preferably delicious. These are things people will remember, and ways to have other people interested, rather than just wasting time with basic advertising tactics.

Even Good Strategy Fails Without Implementation

A good strategy will still not benefit your company without implementation. If you find that you have a handful of tactics without a really solid and productive strategy, stop and take another look. It is not too late to start doing things better, but each day that slips by will mean more money down the drain.

Here is one more example of a strategy. My strategy is to provide something useful. I want to give you something you did not get elsewhere. I want to give you something valuable that you can use today and receive benefit. Using this strategy, a small portion of my readers contact me when they are ready to create and implement a strategy using tactics that work.

What Do People Want and Where Do You Fit In?

Knowing what people want is an important part of effective marketing. Knowing where you fit into the customer’s plan is critical to success. It is not a simple one-answer question and it requires a close look at what people want, why they want it, and how you can help them get more of those things they want. Knowing where you are in this big picture is often difficult, because you are on the inside and trying to find a view from the outside. I want to offer you some help.

Note that this is not a matter of fitting your product or service into what you think people want, but what they actually want.

Humans Are Highly Evolved and Sophisticated Creatures

We humans are highly evolved. We think differently than most animals. We think differently enough that we have sometimes even become arrogant about it. We think we can fight what is in our nature, and that we are totally in control. We even came up with a word to make instinct seem more evolved, and we called it “emotion”. Emotion is what drives us to many of the choices we make, whether we like it or not. Emotions bring us closer to our friends, emotions cause us to argue with our friends, and emotions help us to find the right mate. Wait, but couldn’t the same things be said of instinct? Instincts drive us to be with others like us, instincts cause us to compete and fight within our packs, instincts are what make this mate or that mate right for us, and instincts are what drive us to buy things. Seriously, emotions are synonymous with instincts, and I make this point because we cannot fight our instincts. If I tell you that you cannot fight your emotions, I may reach some of you, but when I put it in terms of the lion with the biggest mane, it is because I want you guys to hear me, too.

Let us just consider, for a moment, that we are each hunters and gatherers. Like it or not, that’s where I am going with this. If I am a better hunter and gatherer, I will be rewarded. OK lions, that means I will have the best den, the best mate, and the best and most delicious gazelle. If you do not believe me on this, take a look at statistics on divorce. When a lion has a broken ankle, (not providing well) the mate (male or female … because ladies, you really are the ones who rock my blog) is far more likely to kick you out of the den or at very least to the other side of the den until you can show them the gazelle. I hope we are clear on this, because I want to tell you a little more about instincts and why some things sell so much better than others.

We have all heard that “sex sells”, but have you really looked deeper into why sex sells?

Why Does Sex Sell? Because People Instinctively Want Sex!

There are very basic non-sexy reasons that sex sells, and the sooner you realize it, the better. Aside from finding something to eat, there is not a single more instinct-driven action in our world than to pass along our genetics and keep our species alive. Without sex, nobody would be here and reading my blog. Yes, like it or not, your mother and father had sex … probably a lot.

People beat around the bush about the topic, and it is taboo for some people which makes it even more desirable. We avoid talking to grandmother about it, but let’s face it: sex sells. It sells news, it sells products, and it sells hope … in numbers that nothing else can compete with … not even close! There is no need for you to be shy when I tell you that sex sells, because grandmother is not watching. Even if grandmother was watching, she could probably tell you a good thing or two about sex. I know, it seems impossible, right?

In case you have any doubts on this topic, let us consider how you feel about the words mastectomy, castration, hormone disorder, or erectile dysfunction. I don’t mean just clinically, but how they affect people. These are some of the most frightening things that can happen to a human being. Castration is often considered one of the most cruel and unusual punishments possible, and in case you have not noticed, plastic surgery (namely fake boobs) is a pretty profitable field. On top of that, “erectile dysfunction” could easily be the overriding view of our life and time if we were dug up by anthropologists in a couple thousand years.

When a company embraces a market directive of not only the fact that sex sells, but how they can position themselves such that others are instinctively driven to their product, they win! They have the biggest profit margins and they have the biggest market, and all because they give us what we want. Just look at Calvin Klein as an example of this. Have you ever purchased one of their products or had sex with somebody who did? They offer jeans to make butts look better, scents to make people smell sexier, but really, above all, they market to instincts. They are not conning you, but rather simply understand what people want and they know how to deliver it.

So you may ask “what of other markets”. Instinct holds answers there, too. If you are a successful plumber, instincts tell us that backed up sewage is not healthy and that we should call you. If you are a successful restaurant, instincts tell us that your food will make us more satisfied than the others. If you are a successful car dealer, instincts tell us that you have a better way for us to go out to hunt and gather. As crazy as it may seem to you, even the seemingly least desirable or ridiculous things you may ever purchase are there because somebody had a better way to appeal to your instincts (emotions).

How Can I Harness Instincts?

Since you read this far, you are probably wondering just how you can harness instincts to explain how very valuable and useful your products or services are. The good news is that it is not as ugly or difficult as you have probably imagined. It takes a careful look at what you do and how it really fits into things that people want and need. Knowing where you are in this big picture is usually pretty hard, because you are on the inside and seeking a view from the outside.

My tip is to realize where and what you are. Be aware of yourself and why you do the things you do. It is a huge step to understanding where you fit in the pack and how you can help the rest of the pack survive stronger than without you. When the pack is stronger because of what you do, you become a success.

From my standpoint, I realized a long time ago that I do things because I am a lion with huge claws and teeth, and I know why I do things. There are instinctual reasons that I ride a motorcycle that is ten feet long and why I purchase amazing items. In my case, I want sex … just like nearly everybody else.

How this works into the pack and makes my pack stronger is that I help them to do the same. I help people to earn more money, which helps them to have more of the things that they want. I help people to find where they fit into the pack. I hope that I have helped you. If you need more help and want to grow your pack, just ask me.

Tylenol Cyanide Murders Reflected in Social Media

In 1982 when the world heard that somebody had laced Tylenol products with potassium cyanide, many people were terrified to take a Tylenol for their headache for fear it would kill them. Some caution was in order, for certain. I remember my mother dumping out any Tylenol we had in the house after watching the reports on television. Was it realistic to believe we actually had laced Tylenol in our own home? Probably not, but similar types of unrealistic caution and chaos are still happening every day in social media. Can you imagine how many more people would have been trying to capitalize on those news stories if Twitter was around back then?

The Tylenol cyanide murders of 1982 changed a lot of consumer views. If you don’t believe me, just take a look at the packaging of nearly any product. Before 1982, product packaging was much less secure. Many products could easily be tampered and you would never know it. This created a lot of change in the world, and it resembles changes that we see in social media. From location-aware service causing home burglaries to swine flu (H1N1) killing millions, to social media marketing, the Internet is wrought with fear-selling. I will give you some examples and hope you see the similarities.

Location Aware Social Media

There have been a handful of reports of people’s homes being burglarized after they made a Foursquare, Twitter, or other social media service update while away from home. This is a very personal matter that I neither strongly advocate nor oppose, but as an observer, I think the reactions are a bit overzealous. All of the sudden, there is a huge wave of concern for home security making headlines. It didn’t take many burglaries to see a mob mentality take shape and for people to use fear to spread a message. A smaller number of people made the point that only because you make an update away from home does not mean that nobody else is home. Even fewer made the point that it may be better to be away from home while the burglar is at work.

Swine Flu Put Twitter Over Capacity

I blogged about the Swine Flu (H1N1) spread on Twitter very early, on 25 April 2009. It was an amazing case of how quickly things can be passed along, but also how little vetting and how much corruption can happen in communications. I also wrote about concerns of real-time social journalism vs. professionally vetted journalism. Fears are easy to promote, while facts are often a bit harder to produce.

Social Media is a Great Marketing Tool

When the world heard that social media is a great marketing tool, the masses rushed in. It seems that every public relations rep, advertising rep, or SEO who was starving in their line of work decided to starve selling social media services instead. Note that those fields are not dead. There are still successful PR firms, advertising agencies, and even SEO who do not sell social media consulting and marketing services at all. Although each of these services are deeply intertwined, many of the people who made significant efforts to focus on social media above their previous focus did so because they were already at a low production level. It seems that since many of them saw a bunch of people talking about their business on Facebook, they signed up for everything they could get their hands on and hung their shingle as a social media expert. That should get them rich beyond all belief, right?

This can initially create more of a problem than a solution for the industry. It creates great challenges for people to filter quality. At the same time, there is the positive side, in that it causes the cream to rise to the top, so to speak. Business uses the same law of nature that we call “survival of the fittest” and the weak will starve and eventually die.

As we wait for the weak or less talented to die their slow miserable death, we endure these times of turmoil. Saying that anybody can provide a justifiable service to a company in social media is like saying that any guy off the street can be Tom Brokaw or Walter Cronkite. Sure, they can report something, and they can even make it believable, but is there a sustained value? We shall see, but in the end, I believe it all comes out well.

In the famous words of Walter Cronkite, “… and that’s the way it is.”