As expected, #unGeeked was a great experience, and the new friends and knowledge we took from that conference was well worth the trip. There’s already a great recap of what made #unGeeked so special, but we thought we’d share some of our takeaways. We didn’t catch everything, so I apologize if I missed someone or a particular topic.
Sam Fiorella: Enterprise Internal and External Communities Sam started #unGeeked by saying, “Too many businesses focus too much on the “online” and not enough on the “offline” components.” True words. Sam’s discussion went on to point out that both marketing and communication now lie within all the individuals who make up your business.
This is something we at re:group have had to recognize, that there are multiple touch points of communication. We now live, as Sam Fiorella puts it, in a “many to many” marketing age.
“Finding the meaning in what you do and why you do it is what will drive the success of your business, i.e. make money.”
Amanda had a great message in that social media, though good for businesses, doesn’t necessarily have to be all about business. That there is something bigger that a company’s social media effort can be a part of. Social media can be about enhancing lives while building projects with meaning. It shouldn’t just be about followers.
Troy talked about building and transferring the culture of a traditional company into the world of social. Few industries are as conservative as insurances, but Troy positioned the internal brand evangelists into the driving force of change. And in the field of Insurance, you have to make up the play if you are playing in a field where nothing exists.
Every employee has a role when it comes to social media – and if they are not provided a role, they will find a role. Regulations are important, but they can work within social. The key is internal communications.
Curt Hanke:From Blanding to Branding Thanks to Curt’s presentation I discovered that there is no such thing as a rational purchase, or rational marketing. We live in an emotional world that dictates our buying and marketing decisions.
This plays big in the agency side. Successful firms teach people about their business, not application. They start with business objectives and sell their clients on the squishy or scary points – things that are not 100% solid, but that the agency believes will work for the client, because they understand their business.
Diane Matigian: When is a Tweet, Comment or Update Slander or Libel? The Legal Implications of Transparency and Digital Tools
Defamation is a big issue thanks to social. Slander and libel still plays – traditional laws exist through the content and publishing of the social web. So, the original laws still apply. For those who argue freedom of speech, just know this is limited. You can say whatever you want, but you better be prepared to back it up.
When it comes to social media, there is a very fuzzy line between an opinion and slander. The most frustrating thing about social media and the law is there are no 100% correct answers. This space is still being sorted out.
Did you know that 93% of word of mouth happens OFFLINE? Did you also know that 76% of people still feel companies lie in their ads? This number drops from 58% to 38% when people are asked if companies will do the right thing.
The biggest challenge for marketers right now is marrying word of mouth and credibility. Mr. Jones even had the nerve to state that social media creates weak ties. We agree. Social media is great for networks, not networking. Building and participating in communities that exist solely on online social networks doesn’t work. Businesses need to combine the online with the offline interaction to succeed.
Jason Falls: Channeling Mayberry: What Small Towns Can Teach Us About Social Media
Not many would call Ann Arbor small, but there is definitely a small town feel here. Jason’s presentation on how small towns and social media work hand in hand really hit home. Some of his takeaways included:
Communities are Networks of trust.
Facebook is built on an intentional openness. Small towns are built on unintentional openness.
Loyalty is huge in small towns.
Being loyal to the community – no one person is more important than the other.
Communities celebrate and mourn together.
Hospitality and honesty – big in small towns.
Local search is the big thing right now in social media, because it has to do with relevancy.
All of what makes small towns what they are can easily be translated to social media best practices.
Can one separate their personal Working on the personal brand? That was the question asked by Sima. Employees need to ask themselves: Who you are, why you do what you do, what makes you special, and how can you take the special and make it work for a company.
To be successful at anything we have to own what you want to do. The brand, personal or corporate, helps with the buy in – access.
We are very proud to be a Sponsor for this year’s FutureMidwest 2011 conference.
If you are not familiar, FutureMidwest is a two day digital and technological education conference now in it’s 3rd year of existence. The first event took place in 2009 and helped kick start a movement that continues to draw attention throughout Michigan and the Midwest.
Not focused on just social media, the FutureMidwest program is built on helping educate business professionals, business owners, students, entrepreneurs, and companies on new business practices that compliment the current digital and technological changes.
But what does it really mean to be Midwest?
Is being Midwest limited to geographic location? Is it a state of mind? Is it a code of ethics? Maybe it’s determined by the sports team you root for?
I’ve been fortunate to travel across most of the county, and I have spent a lot of time in the Midwest States like Wisconsin, Minnesota, Indiana, North and South Dakota, Iowa, Illinois, Ohio, and more. Throughout all of these states I have noticed a common theme:
That regardless of the city, town, state, or geographic location, the people who make up the Midwest have an insatiable appetite to want to reinvent themselves.
They are not ones to rest on their laurels, or be tied down by the status quo or perceived limitations set by economic restrictions. This is in conflict to the general perception many have of the people who live in this region. However, I’ve seen how communities in this so called rust belt are gathering together, and redefining not only themselves, but the communities they serve.
More and more the states that make up the Midwest recognize the need to connect and share ideas.
Being Midwest isn’t about location. It is a state of mind. It’s the will and determination handed down by generations to roll up the sleeves and get to work. It is a work ethic and mentality that is not limited to just physical or industrial labor. One can work with their hands in many ways. Innovation is only limited by the imagination, and if history has taught us anything, it is that the Midwest always looking beyond the horizon.
Get an idea of this innovation in action at FutureMidwest 2011. We’ll be there along with many other great minds.
All of us here in the office are avid Linkedin users.
We comb our groups looking for conversations and new connections to make. Once in awhile we’ll plug something of our own, but our main objective is to answer other people’s questions and learn while we teach.
Not to brag, but combined, our office Linkedin network could probably populate a small city. We like to connect. It is what makes us good at what we do.
So it was a bit odd when this morning I looked at my profile and under “People You May Know” I saw Albert Einstein.
What?
Yeah, Albert Einstein. Suspicious I clicked to view the profile. Check out what I got:
Clever, no? Curious I refreshed the screen to find that more famous names would appear including J.R.R. Tolkien, Robin Hood, and Sherlock Holmes. Figuring this was a joke, I Googled “April Fools + Linkedin”. Sure enough an article from Huffington Post popped up explaining the gag.
I’m curious how many people will notice this. Sadly, it doesn’t look like anyone recommended Albert Einstein, but I’m hopeful he’ll write a recommendation for me.
We’ve stated this before many times, and it something we firmly believe. Social Media is not about media. It is about communication. How are you as a business or organization going to communicate to your audience? Notice we didn’t say market?
This is what social media is all about. QR codes are great. Facebook will eventually rule the planet, but we will always need to communicate, and communicate well with those we want to pay attention.
This is a reason my title is Director of Social Web Communications. We want to emphasize that we help and teach our clients to communicate in the digital landscape. And as a communications firm we are discovering that many industries are still tripping over the social media road bump. They still don’t understand what social media is and how social works.
The reality is that many organizations have to learn, or re-learn how to be social. This can’t be taught by simply setting up Twitter account or a blog for the client, and then walking away. Education is key.
What is the first thing that comes to mind when you hear the words B2B and social media?
Is it LinkedIn? What about Facebook? We could can even throw in SalesForce in there too I bet.
Tools are usually top of mind when it comes to social media. However, there is a lot more to this space than just tools and tactics. Especially when it comes to B2B communications. Notice we didn’t say marketing?
B2B businesses can take full advantage of the social web, and can do so just as well as any B2C organization.
True the customer base may be smaller, but that doesn’t mean you can’t focus on brand loyalty. Yes Mr. B2B, company you have a brand, and loyalty is something social media can help you obtain and maintain. It really comes down to who you are connected with, and by connected we don’t mean through Linkedin or Twitter. Ask any good business person what the foundation of good business is, and they will say relationships. How many solid relationships have you built offline. What about online?
This is where social media rocks.
Social media is not a tool. It is a relationship builder. Jason Falls says it best, “B2B social media is still P2P social media. The P stands for people folks!”
Trust me, we understand the need to make a buck. That’s what we are in business for, right? Or is it? Perhaps the ROI we experience through our traditional and digital communications isn’t so connected to the dollar, but through the personal connections we make. I mean, without them, we wouldn’t be making money, period.
Referrals, word of mouth, value, good products and good business all came way before social media showed up.
So don’t get so caught up in what you should do in social media. Instead, focus on:
How you are going to communicate
How you are going to show people what you do
How you will build relationships, not just leads
How you will maintain customer loyalty to your products and services
How you are going to get people to find you
How you are going to identify your marketing objectives
How you are going to be social
If you are in the Ann Arbor area this week, AnnArbor.com is hosting a FREE B2B expo this Thursday, March 10th at Washtenaw Community College.
This is a one day event focused on B2B success, economic development and entrepreneurship in Washtenaw County. A great program has been organized including presentations by Keystone Media, NEW, Power Marketing and Research, and more. You can view the entire schedule here: http://b2bexpo.annarbor.com/schedule.html.
We will also be participating on the panel discussion, Social Media: You Are Doing It, Now What?
You pretty much have the pick of the litter when it comes to resources showing you how to “fully leverage the power of twitter.” There are plenty of guides, FAQs, eBooks, blogs, and experts all sharing their advice and tips. However, very few of these resources really dive into how and why Twitter is such a powerful tool.
Justin’s eBook offers professional testimonials on how Twitter has helped them build real connections, and how the ethics that govern our offline relationship influence the effectiveness of 140 characters. In short, you are given true insight on how Twitter really works, and how it can work for you.
In the spirit of full disclosure, I also provide some insight in Chapter 1: Ready to Shake Hands?
Forty six pages of Twitter best practices. Best part? It’s free. This eBook is available for download at no cost. You don’t have to sign up for anything either. Justin and all the contributors felt that what they learned through Twitter should be 100% accessible, and now you have the chance to learn from them.
Download this free eBook at www.embracingtwitter.com, and learn the “why” on why you should use Twitter.
Depending on who you ask, the internet may have born over 40 years ago when two computers were simply connected together. Since that time, people have been using every available tool to build stronger connections with each other. It should be no surprise that the internet eventually became the social web.
Many look at 2010 as the year of social media adoption. This is a fair statement, however, the reality is there is still a large sector of businesses and organizations with little knowledge of this space. More so is the need to align internal cultural changes in order to accommodate best practices that the social web requires.
If 2010 was really the year of adoption, then 2011 needs to be the year of education and best practices.
Firms and marketing professionals need to cement their own internal communication plans, and be able to deliverable measurable results for their clients where appropriate. They also need to ensure that their clients not only know how to use the available tools, but more importantly, why they would need to use them. Best practices can only be achieved through education and guidance that a firm must also practice. Leading by example will be the winning formula.
Social media has proved itself to be a legitimate communicate channel, and a disruptive force when it comes to marketing. I say disruptive because our industry went through dramatic changes in 2010. Agencies had to rethink not only what they can offer their clients, but also how they themselves communicate through the digital landscape.
So, what is in store for 2011?
That could be anyone’s guess. Again, I think we are going to see the need for best practices in both companies, and the agencies that serve their communication needs. Measurable results should be a high priority. The endless debate measurable ROI could be put to rest. In fact, Jay Baer and Amber Naslund have a book coming out that addresses this very topic.
We will continue to see the need for new and unique case studies, especially in the B2B sector. Klout, which entered the ring last year, may need to prove itself as a reliable measure of true influence. The terms influence and personal brand may also have to step up and defend their existence. And now we have Quora, the newest social media sensation to enter the ring.
Communication has always hinged on sociological and cultural tempos. With immediate access comes immediate expectations for communication to be heard, received, and responded to. It should be no surprise that the companies and agencies that communicate the best, will win.
How many times have you been reading an article and find something new you’re really interested in? You are then faced with the dilemma of trying to remember it so you can research it later when you’re done reading the article, or you open a new window to research it. 10 minutes later you’ve forgotten about the article you were reading in the first place.
Apture solves this problem with in-browser search results.
I stumbled across this purely by accident while browsing on Read Write Web’s site. Highlight text, and a “Learn More” button displays:
Then, when you click on “Learn More” another small window displays within your browsing session that displays Wikipedia results, results from the site you’re currently browsing, Google and Bing results. You also have the “Videos” and “Images” buttons at the top that display YouTube and Google Images results.
What is so amazing about this is that Apture allows you to browse within these search results, all within the small window – without ever leaving the site you’re on. The other great aspect to it is that you selectively highlight and choose the words you want to look up. You don’t have to worry about hovering over a hidden link and launching an annoying pop-up when you’re in the middle of an article.
It is great for the consumer as a research tool, and great for businesses because it keeps users on their site longer. And yes, you can purchase advertising within the Apture window.
While this feature is not yet widely available, (currently on New York Times, Financial Times, Time, Reuters to name a few), you can download an Apture browser extension that allows you to use it on any site. You can download it here: http://www.apture.com/extension/
Heading back to Michigan for its 3rd year is Brand Camp University, an event that focuses on business and personal brand development.
The subject of personal brand inevitably brings up a long and heated discussion. Some feel brand can not and should not exist within the confines of online identities. That the pursuit of personal brand is nothing more than a platform to feed the ego. Many defend it. Recognizing that brand, personal or not, is a vital foot print in one’s overall marketing and communication strategy.
This year, BCU focuses on “Awaking your Inner ‘Prenuer’.
More than just a “this is how your brand yourself” workshop, BCU brings in some big names who share how businesses and individuals can reinvent their own professional brand identities. The speaker lineup is stellar, and range from hometown business owners, to industry experts across the county.
Marketing, business, communications, PR, SEM, SEO, Social Media, regardless the tactic; we can not deny that the web has changed they way we work. More and more, it has become important to adopt the flexible and innovative entrepreneur mindset regardless if you are small business or major corporation.
As we start to reinvent our own business mindset, we in turn empower ourselves to help reinvent our communities. If we are going to turn the corner, new ways of doing business are required. Innovation and brand development will go hand in hand. This will lead to new marketing solutions that will ultimately reinvent Michigan’s brand.
Brand Camp University is October 8th, 2010. 9am – 5pm at Lawrence Tech University. You can follow BrandCampU on Twitter, Facebook, and on the Blog.
re:group is happy and proud to be a sponsor of this great event.
Recently I came across this presentation by my friend and social media/marketing professional, Scott Stratten.
Scott has a style all his own when it comes to talking about the social web and how we all need to start thinking differently when it comes to communicating online. Check out his presentation as he talks about:
Getting people to your door
Making it easy for them to open that door
Using social media only if you are going to be there too
How social media is an extension of customer service and communication of your brand
How too many companies are faking passion and authenticity
Selling Social Media as Influence
Why social media doesn’t cure sucking (think BP)
Why emotion is the new vehicle
The three pillars of the social web: Know – Like – Trust
How ROI is not the point
Building relationships and creating life long value
