Category: Updates

Integrating Social Media with Offline Marketing

The second part to Monday’s post Integrating your social media marketing is now up at the SMCSLC’s blog. Check it out: Integrating Social Media with Offline Marketing

Part 1. Integrating your social media marketing
Part 2. Integrating Social Media with Offline Marketing
Part 3. Integrating Social Media with Online Marketing

Thanks for reading,
Josh “Shua” Peters

How can multiple people use one Twitter account?

Well in a word Cotweet. In multiple words it would be that there are several services available like Cotweet, TweetFunnel, Hootsuite, and Splitweet which can help you achieve the goal of multiple users, one account.

So that takes care of technology, but that’s always the easy part. The hard part is figuring out exactly how, who, when, and why.

The first thing you need to figure out is who is tweeting and why. If you have 2, 3, or more people who are going to be using the account it helps to look at why.

Are they tweeting because they absolutely need to? Is it going to enhance their job or make the task easier to manage? Are they tweeting just because they want to, but really have to business doing it?

Figure this out ahead of time to eliminate any potential problems with this down the road. It also helps to know who and why so that you can create a unified voice. You may have 3 people using the account, but you want it to feel like only one.

I’m not saying cover it up that there are multiples, in fact do the opposite and let people know multiple people use it (like Toyota does), but try to keep the voice of the account unified.

When it gets down to the how and when I see there being 2 basic ways to break this problem down.

Break it up by time slots – Figure out a schedule where everyone involved gets their turn. Maybe switch off days, or partial days. Look at the schedules of those involved and see what makes sense.

Break it up by duties – Instead of stating “you are in charge of it on Mon & Wed, you have Tues & wed, etc” figure out tasks those involved are best suited for. For instance have one person finding relevant content to tweet & schedule it, have one monitoring the brand mentions and handling those, have another handling @,dm, & general chatter.

When looking at it you need to find the method that makes the most sense for you, makes the best use of your resources, and helps  accomplish your goals.

Any tips, ideas, suggestions, or stories that have worked for you?

Thanks for reading,
Josh “Shua” Peters

February Social Media Training Classes & Discount Codes

Q: What’s bigger this year than last year?

A: Social media

It’s true. It’s growing like wild fire and catching on quickly. Marketing budgets are increasing in their spend on social media, jobs are opening up in social media and there is more and more innovation and growth in these areas daily.

There is literally a mountain of information out there about social media and theory, application, optimization, ROI, etc. Honestly, it can seem daunting at times and often you don’t know where to start. That’s why I put together these workshops.

Social Media Strategy Workshop Update – This one is getting moved
The first workshop, Social Media Strategy Workshop,  will take place on February 12, and it’s all about social media strategy. Building, creating, and utilizing a social media strategy, along with some different ways to look at some of the popular tools currently out there.

We’re going to start at the beginning and work through creating a social media strategy that you can take home and work on or implement once you leave. In the workshop we’re going to cover the social media GLAM that makes up a strategy

Goals: Learn how to identify your goals and make them work with your business instead of against.

Listening: How to setup listening posts and utilize the data in your strategy.

Actions: The tactics you employ and how they relate to the strategy is critical.

Measurement: What you measure will depend on your goals and enhance the strategy.

The goal of this workshop is to have you leave with a good frame work for your social media strategy

Social Media 101 Workshop
This workshop, Social Media 101 Workshop,  takes place 2 weeks later on February 25th & 26th and is perfect if you’re a beginner, novice, or just want to round out your knowledge a bit more when it comes to social media.

Here we’re going to cover the most popular tools, their application for business, and some of the theory, best practices, and more. If you want to see the whole itinerary visit the event page.

Testimonials & a discount code
Everyone talks up a storm about their own products, and rightfully so. If we didn’t believe in them we wouldn’t do them (usually), so here’s a few of my previous students telling you what they think in their own words. Discount located after the videos.

 

(Sorry that last one broke over the frame, something weird with the formatting)

So what do you think? Pumped and ready to come? I’m pumped and ready to teach it, so here’s the deal, I have a discount code for you and all I ask of you is to help spread the word, beg your boss, tell someone else who might be interested, or pawn your child to come (okay not really on the last one… that’s illegal).

Social Media Strategy Workshop – SmacShua – $50 off! – This one is getting moved, will update with new date ASAP

Social Media 101 Workshop (Feb 25 & 26) – SmacShua – $100 off!

Thank you for reading and I hope to see you there!
Josh “Shua” Peters

Feb social media training referral program

On February 25th & 26th I’m doing a social media 101 workshop. The class only has 10 seats available, and I really want to sell out each seat, so here’s the deal. I will pay you (my local SLC network) to help me fill these classes.

If you refer one person who signs up I’ll give you a  signed copy of TwittFaced.

If you refer two people who sign up I’ll buy your way into the Chris Brogan / Mitch Joel event that will be happening here in SLC later this year.

If you refer three people who sign up I’ll give you a free pass to any one of my other training events (including the ones coming up in Feb).

So how does that sound to you?  Sound like something you want to help me out with?

Thanks for reading,
Josh ” Shua” Peters

p.s. If you’re not from SLC I’m sorry, but I’m working on doing more trainings in different states later in the year.

p.p.s The one on Feb 12th is getting moved for a good reason.

Feb 12th event moved

I just found out that on Feb 12th there is a major event set to happen in SLC with a major speaker and not only can I not compete with the event, I want to go to his event. It hasn’t been announced yet but after being contacted by the person coordinating the event it’s a great idea to change the day of the Social Media Strategy workshop.

Anyone who signed up will be refunded and I’ll get the new sate squared away ASAP. The event that’s happening on Feb 12th is going to be awesome and I’m sure when it’s announced you wouldn’t want to be a workshop that day either.

Thanks for reading
Josh “Shua” Peters

So this is what you people think of me?

This is a list of words that YOU have used to describe me. These are words that as far as the Internet knows are what I’m associated with, what I’m known for, and what I’m all about… pretty neat huh? (if you want to see it in full sized glory just click on it, it’s much bigger than the thumbnail).

I created this by first going to my twitter lists and copying all the lists I’m on to a notepad file (40) and stripping everything from them except the list name (which won’t take much time at all thanks to Rick’s awesome excel walk through below).

Next I went to Wordle and dumped the list of words in and created the awesomeness you see above.

Besides being nice to look at what’s the point of doing something like this?

Online Reputation Management

What are you all about? How are people perceiving you? Ware you putting out the right vibe, talking about the right things, being known for what you want to be known for?

Lets say you did this little experiment and you wanted to be known for your charity work, or non profit work but when you looked at the list terms like comic books, art, or goofy came up more than your others. What would that mean to you?

It would suggest you’re not talking enough (or at all) about what you think / want to. It could mean that you’ve drawn the wrong followers for what you hope to achieve on Twitter. It could also mean nothing at all. You’d have to ultimately be the judge of that.

So here’s your homework. Take a few minutes and go make one of these, then come back and put the link to it in the comments below to share with everyone else.

OR share it via Twitter and use the tag #WordleShare

Can’t wait to see ‘em,
Josh “Shua” Peters

p.s. This wasn’t completely original idea, but I don’t know where it came from. I know I either read something, or heard someone talking about something similar to this so if you know who might have beat me to the punch on this please let me know so I can give credit.

Putting your social media pieces together

SwissArmyKnife

Recently I did 4 posts about the 4 basic types of marketing campaigns and some advice for using social media in them. So far we’ve covered:

1. Social Media for Lead Generation and Acquisition
2. 
Using Social Media in an Awareness Campaign
3. Using Social Media in a Brand Marketing Campaign
4. Using social media in a Loyalty Campaign

Hopefully at this point you can see how versatile and powerful social media is. At it’s core social media is a set of tools that help to promote sharing and encourage conversation. If you were to compare social media to a tool it would have to be a swiss army knife or leatherman. A single tool that is comprised of many other tools.

When looking at these tools and how they can be used in all of your business activities it’s easy to see how quickly things can get muddled with using Twitter, Facebook, the blog, etc for all four purposes. You might quickly shift gears from one type of use to another very quickly and looking at it might become a bit of a nightmare to measure. This is where segmenting your strategies might be of some use.

If you have a PR department, marketing department, branding department, etc then creating separate accounts for each might be necessary. You can then have various departments in charge of certain types of campaigns and break up the usage and strategies. If you’re a smaller company and segmenting your accounts doesn’t make sense then you have options there as well.

Using tools like Co-Tweet you can have multiple people using a single account and they can be in charge of various campaigns and aspects depending on what makes sense for your business. Then you will be able to monitor how much time was spent and apply it to your success metrics to determine if the time was well spent.

In Facebook you can have multiple admins of the fan page and have different people working with different aspects of the page and the uses for the campaign. By using multiple admins you can break up the work and have people who specialize in certain aspects use their talents where they best fit.

For the blog it’s pretty easy to have multiple authors who craft posts. Have links for lead generation in your side bar, links to more information and reviews, promotions, give aways, etc. Make sure to also promote your other social media outposts from your blog, and try to integrate everything as much as possible.

When using these tools and platforms the key is integration into your daily activities and integrating them with your normal flow of business and marketing. This is how you will achieve the best results and next time I’m going to give you a few tips for integrating social media into your other business and marketing activities.

Questions? Comments? Related links and articles you’ve seen? Love to see them in the comments.

Thanks for reading,
Josh “Shua” Peters

What do PPC (pay per click) and Twitter have in common? Everything!

BlueBird

What do PPC (pay per click) and Twitter have in common? Well the short answer is everything when it comes down to the core of it. The most powerful feature of Twitter (and one of the major factors in it taking off) is the ability to search for keywords or terms. PPC ads are often based on search terms (keywords) you bid on, as in the case of the ones we see on Google everyday.

PPC

If you or your company is running a PPC campaign then you should have a list of keywords you’re bidding on and have a core set that are the most valuable to you. You should also know which keywords have the best conversion and which ones are costing you the most per click.  These keywords should be translating directly into your Twitter searches.

Tweets

By using the same keywords on both mediums you’re going to be able to hit more people who are interested in and talking about the keywords you’re interested in targeting. The big difference is on Twitter you have the ability to make a connection with the person and make it a more personal experience than a PPC ad.

Social media integration doesn’t just stop at making sure your Twitter and FaceBook profiles are listed on your companies site it involves making sure that all of your other marketing enhances your social media efforts and vice versa. It’s about looking at everything you have available and seeing how they can best fit together.

What do you think? Any other “basic” internet marketing tactics that could easily help with your  social media use?

Thanks for reading,
Josh “Shua” Peters

UPDATE:
I’ve had a few discussions on Twitter with people (mostly via DM or I’d post it up here) about this article and they felt I missed out on a few points or that I didn’t give enough info to use the word everything. Sometimes when you get so used to working and playing in the field you forget that not everyone draws the same parallels immediately because it’s not something they mess around with everyday.

Someone felt as though I was “speaking above them” and felt I did a horrible job of explaining to people trying to learn. I apologize sincerely for this and hope no one was seriously off put by this.

To make up for this I’m going to add a few more points and give a few tips for managing this in a post I’ll put up tomorrow. I have work I need to finish right now, but I will burn the midnight oil to get a companion piece up for you who want a little more info and I’ll do better next time, I promise… fair enough?

Josh “Shua” Peters

PPC (pay per click) and Twitter: The Nitty Gritty details

BigBlueBowerBird

This nitty gritty details of PPC (pay per click) and Twitter post is brought to you by yesterdays post What do PPC (pay per click) and Twitter have in common? Everything! After making it’s rounds on Twitter I received several DM’s asking for more info and a deeper explanation, so here we go.

Keywords
Keywords are the backbone of a PPC campaign. If you don’t have your keywords list ready you won’t know what you want to bid on and you won’t be able to write your ads and so you won’t have a PPC campaign. It’s really that simple. When it comes to Twitter and using it’s search feature you’re going to be searching for keywords.

Lets stay with the bird theme I started yesterday (it is Twitter after all) and say you run a store that sells bird supplies online. A very simple keyword list you might be using for a PPC campaign might look like this:

  • Bird Cage
  • Bird Feeder
  • Bird House
  • Bird Food
  • Bird books

Depending on how in depth you want to go and competitive the field is you might have a list that spans dozens or even hundreds of keywords you bid on, but for the sake of simplicity lets just say these 5 are your main ones that cover the largest portion of your business.

If people are looking for it on Google, chances are they’re also talking about it on Twitter. What you want to do is take your keywords, do some searches, and then get the RSS feed of that search sent to your Google Reader or feed reader of your choice. If you’re not using an RSS reader use Google’s, it will make your life easier.

Here’s an example using our keyword Bird Books

BirdBookTweets

It’s not anyone looking to buy a bird book, but there were people talking about a really cool bird book that seems to have recently come out (it actually is an incredibly awesome site: The Bird Book). If you have anything that compares in your shop to what’s being talked about bring it up, or simply join the conversation and make some new friends.

Once you have your lists setup and they’re being delivered your RSS reader then you can setup a schedule to look through them. When you do this think of them as leads, they’re people who could possibly be interested in what you’re offering so screen the results as they come and look for good, qualified leads of people looking for what you’re selling.

Optimizing
Optimization is a big part of a PPC campaign, you look at what words and ads are performing, which ones aren’t and you try out alternative copy inject holiday relevant terms with your other keywords, etc. If a keyword or an ad isn’t performing and it’s just not getting the kind of conversion or traffic you want then you cut it. Same with Twitter keyword searches.

Using the Advanced search option (to the right of the search box) you can create more detailed searches and optimize what you’re looking for as you hone your feeds and figure out what’s working and what’s not. Right now I have a list of 25 search feeds delivered to my RSS reader that I work with and optimize as needed and check 1 – 2 times a day.

It will take time and some work will need to be done with it, but  it will help you connect to the right people and help you find the right kind of leads. Keywords and searching is where the power of Twitter comes from, use some of the efforts you’ve already put in place through other marketing methods and start integrating everywhere you can, in the end it will make things easier to manage.

Thank you for reading,
Josh “Shua” Peters

P.S. How was that? Better? Did it help clarify? Are there any other questions you have about this idea? If you do, please put them in the comments.

7 Lessons learned from Toyota’s “borrowed” image follies

Toyota Borrows ImagesToyota Borrows Images

You would think that with the national coverage of such follies as The Jaguar Post-It story other large brands would pay attention and learn from the mistakes of their corporate cohorts. Such does not appear to be the case when it comes to Toyota. I wrote an article for the Denver Egotist that looks at Toyota’s recent folly in one light, but I’d like to address it in a different one here.

The Story
Before we talk about some of the underlying issues of what went wrong I’ll give you some back story on this. Last Tuesday freelance photographer Michael Calanan was told by a friend that one of his photos were being used in a new Toyota 4runner campaign. The real rub of it is that Michael (and all the other artists involved) had no idea their images were being used.

Toyota apologized via Twitter to Calanan and 2 other artists, and they even made a formal statement about it in the Flickr help forum. They have removed the images from both of their 4Runner sites however, they still have not contacted the artists as promised. At the end of this post I’ll have a list of blog posts from some of the artists involved so you can get their perspectives as well.

Responsibility
Ok here’s the deal, it doesn’t matter who made the site because when you and I look at it all we see is Toyota. That doesn’t absolve them from what was done, but ultimately it’s up to Toyota to make sure the people they do business with are doing it ethically.

Both parties had an obligation here to ensure that the artists were talked to about this. They had a very nice concept, but the execution was poor. When getting involved, if you’re not 1000% sure on something ask someone who knows. A small consultation fee is worth it when avoiding the backlash from poor execution of this manner.

However if you do make a mistake own up to it and then take action. Toyota did great at owning up to it, but that’s where it stopped. Which brings us to the next lesson.

Sincerity
If you’re going to be seen as a company who truly cares then your apologies need to be followed up with sincere action. Right now it just looks like Toyota is only interested in saving their own skin and that’s it. It’s been almost 3 days since the whole thing came to light and they still haven’t talked to the artists.

Everyone screws up. We’re all human and corporations are made up of humans so it’s safe to say they will screw up. The real source of strength in that event is how you deal with it. If you make some half-hearted remarks to save face but do nothing to make amends you have failed. We are humans just like you and we expect to be treated with respect and sincerity just like you do.

Think of others
This is a simple lesson that we all should have learned as kids. When doing something that uses other people’s content you should ask yourself “do they even want it used?” What if some of the bloggers and photogs hated Toyota? Wanted nothing at all to do with them and now their work is on Toyota’s site.

We all have our own thoughts, feelings, and views based on the experiences we’ve had in our life. That needs to be respected and you can’t jump into the online culture these days with a “me me me” mentality.

Planning
To me it doesn’t look like there was much planning on the side of Toyota when setting up the social media column on their site. The execution of it all just reeks of “look what I can do”. If they had planned it all out then this post wouldn’t be written and people wouldn’t be pissed off.

Part of planning for this should have been “how do we get people to look at our expensive new site?” and one of those answers should have been “lets reach out to the people in our social media column”. Most people would be thrilled to have their work used by a major brand even just for the exposure it would bring and it eliminates the shock of finding out your stuff was used and you didn’t even know.

Importance of a Reaction Strategy
The online world today has changed dramatically and is in a constant state of evolution. This is why you need to be prepared for the worst. If Toyota had a reaction strategy for bad online press this would have been done and over with on day one. They would have known who needed to do what and how to do it.

Right now I can only imagine that their silence stems from one of two things. Lack of sincerity or panic because they don’t know what to do. Even if you have a true lack of sincerity you could at least try and make things suck less for yourself by having a solid plan behind how to react to situations like this.

Education
Like i said above, the Internet is evolving faster and faster and if you’re going to survive and avoid things like this you need to keep on top of it. If you don’t have time to deal with it or don’t want to then I’ll say it again HIRE SOMEON WHO WILL. What you will pay them in consulting fees or as a salary will be well worth it every time they help you avoid disaster and build your brand in a positive way.

Communication
Social media, hell the entire Internet is based on communication of some sort. Someone dropped the ball somewhere and left communication out of the process. Whether it was Toyota not communicating with the artists or Toyota not communicating with their agency to make sure it was done right doesn’t matter at this point. What matter is they didn’t communicate and it’s costing them.

Bottom line there is no excuse for what happened. Several images were copyrighted, some were “All Rights Reserved” and others were “protected” under the Flickr TOS. Until people realize that this isn’t the old west and playing fast and loose doesn’t cut it anymore we’re going to see more and more examples like this popping up.

Thanks for reading,
Josh “Shua”Peters