Conversational Marketing in the Age of Social Media
Some in the financial industry think it simpler to abandon social media, but for most, they are stuck in a difficult juxtaposition as they are expected to grow their book of business, but then told they cannot use all the tools available to do so. My Edwards Jones money manager is forbidden to use Facebook for business, and the company won’t allow her to have access to the site from her office. Merrill Lynch just recently began allowing their employees to use LinkedIn, but under strict guidelines.
With social media in full swing these days, what is it that keeps the highly regulated industries from swimming with the rest? The difference might be in the government regulations rather than in the social medium. Banks are regulated by the OCC, investment firms are regulated by the SEC and other industries like legal and real estate are heavily regulated at the State level. The biggest challenge is that companies would need to monitor online activity for all of their employees and make sure no laws are broken, or invest in social media training as a matter of prevention. This costs money, but does the cost outweigh the benefit? Facebook and Linkedin have already been shown to be rich oil fields of prospects and clients, so how can these companies maneuver safely and confidently within those realms?
For several years, I worked with a large family owned real estate company headquartered in Connecticut, where we immersed more than 2000 agents in social media training. This occupation is about relationships, yet agents were fearful of the platform, mainly because they could not grasp how to use it. I heard more than once, “I don’t want people to know my phone number, my address” To which I replied “isn’t it the same as posting a sign with your face and phone number in front of your customers’ houses?”
On a similar level, companies are fearful of employee missteps online where everything published can be tracked. Every highly regulated industry has guidelines for conduct, but now these guidelines must be extended to social media channels. Training on acceptable use of social media, and monitoring, must be implemented to ensure those guidelines are followed.
Social media has already knocked on the door of each and every company and will not go away. Time will tell who manages to work within strict regulations to take advantage of the growth opportunities of social media, and who gets left behind.
Thanks to contributing writer Lori Vintilescu.
Google+ business pages went public on November 7, and they are already making an impact on the social media landscape. The number of visitors to Google’s latest social media venture is up 25% this month, compared to October. Much of this traffic is a result of organizations looking to stake their claim in this new social sphere, even if they are not quite sure how this newest channel will fit into their existing social media plan.
We here at Weber Media Partners excitedly dove into Google+ two weeks ago. The hard work came in the days after. This month, we are working on our plan to integrate this new service into our existing social media marketing program and develop exclusive content for this new site.
Today, I will share with you some of our Google+ insights. If you’re debating whether or not to join, struggling with your content creation or curious about what other brands are already up to, here’s a “Pluses and Minus” list to get you started.
If you’ve already set up a Facebook business page, then setting up your Google+ page will be a breeze. This easy set-up is definitely a PLUS. If it only takes a few minutes, why not claim your place in the network. Bank of America learned the hard way about the errors of slow adoption – a parody site launched on Google Plus before the official brand page, confusing visitors and embarrassing the company.
Need help setting up your Google+ business page? This blog post and slide show from Mashable offers you a great step-by-step guide, along with examples of some top Google+ brand pages.
Hangouts are another PLUS. This tool, unique to Google+, allows users to video chat directly with their followers within the online network. Brands are already using this functionality in exciting ways: sharing exclusive content, announcing new initiatives, and even hosting video customer service sessions.
One beloved entertainment brand that has used Google Hangouts to reach out to fans is The Muppets. Kermit and Miss Piggy, along with actor-director Jason Segel, sat in front of a webcam and answered questions about their new movie, Disney’s The Muppets. (Sample quote: Miss Piggy summarizes the movie by saying, “It’s all about moi!”) Watch the Muppet Google+ Hangout highlight reel, embedded below:
While its launch and optimization has attracted a lot of press, Google+ is still more of a niche social network when compared to a behemoth like Facebook. This smaller, less diverse user base both has both positive and negative consequences for marketers.
Google+ currently has 40 million users, a MINUS when compared to Facebook’s 800 million. Yet Google+ is growing in popularity among young, tech-savvy American males, a PLUS for business seeking to attract the attention of this market in particular.
Additionally, as Crispin Sheridan of Clickz points out, the nascent Google+ is a “less noisy” atmosphere than Facebook, an even more crowded place thanks to the partnership with music sharing site Spotify and the increasing prevalence of social gaming. A less cluttered network, Google+ gives brands the opportunity to avoid the clutter and achieve “a much more direct and personal relationship with their audiences.”
Finally, the lack of shortened URLs for Google+ pages is a clear MINUS, in our opinion. Unlike Twitter and Facebook, Google+ page URLs are made up of a long string of numbers, as opposed to a short alias (for example, facebook.com/webermedia). Some third party sites have shared work-arounds via URL shortening, but they are not ideal. No word yet on if or when Google will introduce these user-friendly “vanity URL.”
Overall, we think the “pluses” of Google+ outweigh the “minuses.” We are excited to experiment with and learn more about Google’s new tool, and we hope you’ll join us there. As always, if you need any assistance with Google+ or any aspect of your social media marketing, we are eager to help guide you. Contact us at email@example.com for more information, and share your questions and insights in the comments or via Facebook, Twitter and, of course, Google+.
Whether you use Facebook for personal reasons or as a business tool, you have probably noticed a lot of changes on the site since last Thursday, when founder Mark Zuckerberg unveiled them. (NOTES and WARNING: This is 1 hour and 40 minutes long. Fast forward to minute 7.5 if you want to avoid the stand up comedian pretending to be Zuckerberg).
There has been an uproar from some users, but there always is. Change is hard for some, but it is inevitable, especially if Facebook wants to remain in the top spot as a social networking destination.
User complaints abound.
“Too cluttered and overwhelming”
“Stop trying to keep up with/be like Twitter and Google+”
“Don’t try to tell me what I like”
“I liked it the way it was, stop changing.”
Facebook tells us that the changes to personal pages are so you don’t miss recent news that is important to you and that you may have missed since you last logged in as well as flexibility to hide news you don’t want to see using filters.
THE IMPACT ON YOUR BRAND
So, What does that mean for your brand on Facebook?
SUBSCRIBE is like FOLLOWING on Twitter: Individuals can now follow other individuals (Facebook says “subscribe”) so any public content on a personal Facebook can be in your news feed. This means that your CEO or other thought leaders within your company can share their ideas (blog posts, links to articles) with their subscribers. Getting subscribers is like getting followers on Twitter- the more of your friends that follow someone, the more of their friends might. Building a following on Facebook can reach a more mainstream audience in a more consumer/personal forum.
FILTERS make it easier for users to qualify the content they receive, making it easier to unsubscribe (while still being a friend), moving their content to more visible or hiding it all together. This means that organizations must be ever more conscious what they are posting to their subscribers so they don’t lose them. Use a litmus of 1) is it helpful? 2) is it informative? or is it 3) sales? If you or your thought leaders provide subscribers with helpful industry information, you will gain more. If you sell to them, you will lose your audience.
More updates are coming in a few weeks including:
While many of the new changes are making your experience more custom and allow users to hide what they don’t want to see, we know that these updates are motivated by the compelling functionality that Twitter and Google+ provide. While they currently have smaller audiences, they had the luxury of learning from Facebook before they launched their networks. Google has launched a fully open Google+, which provides flexibility and simplicity and, having learned what Facebook did not offer, at least initially, it offers much, much more. Read this for the details. Therefore, many things have been bolted on to the Facebook experience that weren’t even a glimmer in Mr. Zuckerberg’s eye when he created the original Harvard-centric tool.
At Weber Media Partners, we love info graphics. This one is so interesting we are going to post it even thought it is enormous. Thank you to Focus.com for putting this together.
In the last of our three-part series on the role of social media in Egypt’s ongoing revolution, we speak directly with Amr Abouelleil, who is one of the growing number of international Egyptian Youth Movement members.
Abouelleil is a 36 year-old Egyptian-American writer and bioinformatics analyst living in Massachusetts with his family. He lived his early life in Egypt, and returns every year to visit family, including a female cousin who is active in the revolution. His most recent trip was this past April, where he witnessed the effects of Egypt’s revolutionary activity first-hand.
His take: social media has been the cornerstone of communications during the revolution. Without social media, access to factual information would be limited, and more than likely colored by government spin and propaganda. It has enabled international supporters like Abouelleil to connect first-hand with other Egyptians, and to reach out to a broader audience to both gain support for the revolution and address the misinformation that abounds in traditional media and on the internet.
We hope you find yourself as inspired as we have been by the power of social media, and the strength and passion of those using it to build a better future for their country.
In the first part of this series, we explored how social media enabled and facilitated Egypt and Tunisia’s revolutions. By using Facebook and Twitter to broadcast their beliefs, find like-minded individuals the world over, and organize protests in near real-time, the revolutionaries were able to stay one step ahead of their governments. But now, it seems, the governments are catching up.
In Egypt, segments of the government and army are now on Facebook, using it as a means to spread their own propaganda and to keep an eye on known activist communities. At one point during the revolution, the Egyptian government even shut down internet access, fully aware of the threat it posed to the government. Amr Abouelleil, an Egyptian-American bioinformatics analyst and writer who is actively involved with the Egyptian Youth Movement at the heart of the revolution, says the government was aware that without the internet, people would have to turn to state television (which is government-censored) for their news. The government used this opportunity to up their ante, broadcasting pro-government programming to the unwired masses, which in many cases, appeared to work. “The government got some people to change their tune in just a matter of days,” Abouelleil says. “It brainwashed them to go back on Facebook in the government’s favor instead.”
Egypt is not the only government in fear of the power social media and the internet provides its people; China recently came under fire when Google reportedly foiled an alleged Chinese attempt at stealing the passwords to hundreds of Google accounts, including those of government officials, Chinese human rights activists, and journalists. The Chinese government has since denied involvement, but is well known for their censorship of the internet and television. Whether or not the government is responsible for the hacking attempt, it’s safe to say that they are well aware of the power of the internet and social media, and doing all they can to control it.
Government reactions to the use of Google and social media have been so extreme in recent months that Google Executive Chairman Eric Schmidt has said he fears for the safety of Google employees in certain parts of the world. “There are countries where it is illegal to do things that Google encourages. In those countries, there is a real possibility of (employees) being put in prison for reasons which are not their fault,” Schmidt told attendees of Google’s Dublin summit on militant violence this past Monday, June 27.
A prime example of this is Wael Ghonim, the Egyptian Google executive who is now one of TIME magazine’s 100 most influential people of 2011. Ghonim was held captive by the Egyptian government for eleven days in early 2011 due to his involvement in using Facebook to organize protests via a page called “We are all Khaled Saeed,” which exposed and raised awareness of the military’s cruel and inhumane murder of Khaled Saeed.
For hundreds of years now, the printed word has given a voice to the people. It has enabled repressed religious groups to establish their freedom and independence, and allowed fledgling countries to organize the support and manpower needed to break free from their oppressive overlords. There are centuries of evidence that the pen is indeed “mightier than the sword;” but in our age of technology, it appears that the Tweet may be mightier than the pen.
We all know by now about the recent social-media fueled upheavals in Egypt and Tunisia; protestors took to the web to voice their views and organize protests, acts which ultimately led to a successful revolution. Social media has given people a larger, louder voice than ever before. It allows them to reach the like-minded in both their own country and across the world. And perhaps more importantly, they are able to do it INSTANTLY. Revolutions that would have taken 10, 20, 30 years in the days before social media can now occur in that many months. Protests that would have taken weeks or months to organize can now happen in hours.
Let’s take a look at historical past revolutions. The Protestant Reformation, for example, would never have been made possible without the invention of the printing press. Johannes Gutenberg’s invention allowed Reformation leader Martin Luther to write and publish his beliefs prolifically, without Church censorship, and to distribute them to his followers and like-minded individuals, thus thrusting the reformation to the forefront of the public consciousness. Within 6 years, half of the printed works in Germany were written by Luther.
Then there is the American Revolution. Without Benjamin Franklin’s postal service, would missives have had such wide-spread reach? An organized means of distributing written information was essential to the fledgling colonies breaking free of British rule, and again in establishing the United States as a nation.
So we can see that the printed word has long played a role in disseminating information about dissidence and revolution to the people of the world and inciting the public to action. The difference between then and now is that now the people have the ability to instantly act on that information and reach a global audience.
It is important to note that, contrary to what the media and some extreme social media advocates are saying, the recent uprisings were not, in fact, “caused” by social media. They were caused by political unrest, government and military abuses of power, and poor treatment of a country’s citizens, and those citizens being unwilling to stand for it. The revolutions were, however, enabled and facilitated by social media, and quite possibly might not have been successful without it.
Stay tuned in the upcoming weeks as we post parts two and three in this series, where we’ll explore the government’s reaction to social media’s involvement in the Egyptian revolution, and speak with an Egyptian-American who has been active in using social media to advance the revolution from his home in the United States. And as always, we welcome your opinions and comments on this post and the topics it covers!
Image: Gigi Ibrahim via Flickr
2011 is nearing its halfway point, and we’ve already seen some dramatic changes in the social media world. The tablet war is heating up, social shopping has become big business, and just this week, Microsoft announced the purchase of Skype for a whopping $8.5 billion. 2011 has also been a big year for Facebook, with its still-growing user base and the increasing promience of “find us on Facebook” messaging in ads from everything from Nissan cars to Energizer batteries to Macy’s Deparment stores to Fancy Feast cat food.
Facebook has also made several key changes to its site in the first half of 2011. We detail these changes below, discuss what these changes mean for Facebook and it users, and look forward to changes that are reportedly in the works for the rest of 2011.
In 2011, Facebook made it even easier for friends and fans to share their comments. In March, Facebook removed the “comment” button, previously the last step in the commenting process. Instead of a button, users simply need to press ”enter,” and the post appears in the news feed.
This change is more than just about ease-of-use, however. This faster submit process is a signal of the primacy of data in the Facebook ecosystem.
Facebook’s astronomically high value (currently projected at $50 billion) is largely due to its ability to foster countless, continuous conversations among its over half a billion members. Every company wants to the know what the world thinks of its new product – Facebook is the closest we’ve come to developing a way to do just that.
By making comments that much easier to submit, Facebook is in effect generating more and more data to add to its arensal. The comment button provided users with a prompt to review their content before submitting it. By replacing it with a keystroke, Facebook has in effect moved sharing into the composition process. A click requires a shift in focus from the keys to the cursor. ”Enter” is just another keystroke. Only this keystroke just happens to publish your thoughts to the world.
How can all of this derive from just one missing button? When you are dealing with a worldwide network the size of Facebook, one change can impact how the world shares information.
Part III of our Best of Back to School marketing campaigns of 2010 dives into the changing world of college textbooks. In recent years, numerous companies have sprung up offering alternatives to the notoriously expensive college bookstore. This year, I was particularly impressive by two such companies – Coursesmart and Chegg.
Through its sleek, easy-to-use website, Coursesmart offers an ever-growing selection of “e-textbooks” – electronic versions of the traditional print texts that can be read on desktops, laptops, iPads and even iPhones. Coursesmart’s e-textbooks give the reader the ability to highlight sections, take notes in the margins, print selected pages and cut and paste selections. Now there is no need to carry around tons of heavy books – you can keep them all on our laptop, read for easy access with just one click.
I was particularly impressed by Coursesmart’s synergy with Apple products. Being able to access textbooks from an iPhone is the ultimate in transportable texts. Furthermore, the iPad opens the door to more interactive and impactful textbooks. (See image above for an example of a Coursesmart text viewed on a iPad.) The Wall Street Journal discussed the iPad and Coursesmart’s innovative e-texts in a recent article, stating that the new device makes book publishers “eager to exploit its color, video, and touch-screen capabilities.” I, for one, would love to test drive this exciting new technology.
Of course, this new technology comes with a big price tag. Coursesmart’s e-textbooks, while less expensive than print versions, can still run in the $100 range. And then there’s the iPad, priced at $499 – a very pricey item to pile on top of an already expensive back to school season. Another textbook innovator, Chegg, combines new and old technology to offer a more affordable alternative.
On Wednesday, I kicked off my series on the best Back to School marketing campaigns of 2010. I sought out campaigns that are innovative, fun and helpful, both to the shopper and the community at large. In Part II of the series, I will highlight Target’s innovative and extremely useful “Roomates” Facebook app.
Target is a popular destination for college students stocking up on dorm necessities. To help ensure these coeds get everything they need, Target has developed an interactive checklist accessible via Facebook. The checklist has three options (“buy,” “have” and “pass”), and includes links to purchase specific products on Target.com.
The best part about this campaign, however, is the roommates option. This part of the app allows students to share their list with their roommate(s), helping ensure that one suite will not wind up with four vacuums and only one lamp. The app also features messaging, calendars, and even a bill splitter – definitely something I wish I had in college.
Once the checklist is complete, students can select the print option and bring the list along on their shopping trip. The checklist is even available on Target.com in a more traditional PDF format. All in all, this campaign is a helpful tool for college students, as well as an ingenious way to show off the megastore’s seemingly innumerable product offerings.
Stop by our blog on Monday for the conclusion of this series, in which I discuss two innovative and cost-effective alternatives to the traditional college bookstore.