They're Talking About You! Now What?

So, then. You've done your homework. You've listened. You know what social media isn't and you're ready to dive in. You're paying attention.

And lo and behold - they're talking about you! And as GI Joe reminded us, knowing is half the battle.

But Now What??

Prepare for Action
First, be sure you have the tools in place for great content and conversation. Do you have:

• A great website or blog to send people to for information and valuable, relevant and timely content?
• An easy way for people to contact you? Think multiple channels like phone, email, and instant messaging. Or extend your ears and try Twitter or Plurk.
  
• Excitement, an open mind, and enthusiasm for what social media can do for you? If you're not enjoying the interaction people will know.
• Resources at the ready to answer questions, troubleshoot, or provide additional information to your community?

Got all those things and then some? Great. Let's talk about what you're hearing, and a few thoughts on how to engage. And please, add your own! Comment. Argue with me. Point out what I've missed! I want to learn from you, too.

The Good
There's nothing more gratifying than to hear that you're doing a great job. Your customers and clients are delighted, and they'd recommend you to anyone needing what you offer. How to respond?

• Say thank you. Post a blog comment, send an email, drop a personal handwritten note.
• Ask for more details about their experience, and how they found you. Find out what they liked best, and commit to doing more of it.
• Hand over your contact information and make a personal connection. Offer to be a direct contact for them or offer up someone in your company that can take good care of them and make sure they continue to be happy.
• Engage them as an insider. How can you get them connected to your company and encourage them to go from a happy customer to an evangelist?

The Bad
Uh oh. They're criticizing your product, trashing your customer service. What they're saying isn't at all what you'd hoped to hear. Ignoring it isn't the right answer, so where to start?

• Apologize. Good old fashioned "I'm sorry we disappointed you" can be a great start to a constructive dialogue. Take the conversation to a more personal forum like email if that's what makes sense.
• Ask what went wrong, and how it could have been a better experience for them.
• If you have a solution at the ready, offer it. No solution yet? Explain what next steps you're going to take to come to a resolution. And follow up.
• Don't be defensive. Nothing kills trust faster.
  
• Be creative. What about having a negative reviewer be part of your next product innovation brainstorm? It's not for the faint of heart, but it can be a gold mine of new perspectives.
  
• Say thank you. Just as important as when they say something nice. Thank them for sharing their experience, and caring enough to be angry. It's a great opportunity for you to learn.

** To note, negative comments are entirely different than hate mail, flames, or trolls. Those are best ignored altogether.

The Indifferent
This one is tricky. They're talking, but it's a solid "maybe" as to whether they'd do business with you again. They're not mad, but they're not overjoyed, either. Is it still worth interacting? I think so.

• Ask them what would have taken their experience from so-so to great. You may just have an "a-ha" moment that makes you even better at what you do.
  
• Invite them to continue the dialogue and share more detail. You've started the connection, and you can help it prosper.
  
• Tell your story. "Eh" might just become "oh!".
  
• Say thank you for their feedback. (Notice a theme here?)
  

Look who's talking!
I'd love to hear more about companies that are making the most of their online conversations. Let everyone know who deserves some kudos, and share your stories in the comments.

What social media isn't.

There is so much discussion about what social media truly IS, and as many definitions as there are definers. (Check out the results of this google search to see what I mean.) If your mind is whirling about trying to nail down a definition and discover how you should be using it, we'll try a different approach by pointing out a few things that social media is NOT.

Show and Tell

There was a time when people were content to be an audience; to sit and listen and be presented to (and yes, interrupted). “Look at our shiny new product!!” “Look how smart we are!!” Those days are changing rapidly, and folks want to interact, not just observe. Social Media is about giving your customers an opportunity to talk with you about your products and services and opening up the floor for dialogue.

A Popularity and Numbers Contest

Twitter followers. FriendFeed followers. LinkedIn Connections. Plurk friends. RSS subscribers. The online world is full of folks bragging on and on about just how popular they are, how many networks they’re part of.

But unless you’re saying something worth listening to, and unless you’re allowing the conversation with your community to be two-way, those numbers just don’t matter. A big community is great, but it’s truly the level of attentiveness and engagement that matters.

Geoff Livingston in his recent post on hype in social media explains beautifully the critical importance of understanding this:

“Social media is about people. Customers are people. Social media marketing is about networking and community participation with the right few [networks], from which relationships are developed, in turn creating results.”

A Silver Bulllet

Social media in and of itself is no magic solution. And just because “everyone” is doing it, how and why social media will (or won’t) work for you may be very different than someone else. Mack Collier of The Viral Garden has a great post about corporate blogging, for example, that talks about the importance of using these tools as mutual communication vehicles:

“Instead of attempting to create an environment where readers are given valuable content and interaction is encouraged, many companies are attempting to use their blogs as an extension of their weekly circulars…[t]hey attempt to approach blogging as a one-way communication channel, which is what they are most comfortable with. The results, i.e. disappointing returns, are completely predictable."

Indeed, you must pay attention to social media because it’s not going away and it is truly changing the landscape of marketing, communications, and customer engagement. But you absolutely must take the time to evaluate WHY social media should be part of your strategy, and what tools are the right ones for you.

Just for “Experts”

This is a vast, deep and largely uncharted ocean we’re swimming in. We’ve only just scratched the surface of the tools and potential of social media (in other words, don’t let someone tell you they’re a social media “expert” – none of us are yet. Experienced? Knowledgeable? Maybe.).

There are, however, some characteristics that are common to many of those who focus on this dynamic industry for a living: curiosity, determination, relationship building, and enthusiasm for discovering the potential. Check out Tamar Weinberg’s excellent post on what traits define successful people in this industry according to people who use, know, and love social media.

But do you have to be an “expert” to benefit from this groundswell? I don’t think so.

Waiting for the “right time” to get into social media is like looking for a break in rush hour traffic in Chicago. (Trust me, I know this). Sometimes you just have to stick your nose out there and jump into the fray. You will make mistakes. You will listen and learn. And you just might find that the effort alone is enough to help you find your way.

Let me close by saying that there are a lot of things I could include on the list above. But social media is, and will continue to be, about building communities and having great conversations. Embrace this and let it be the foundation of your efforts, and you’ll already be ahead of the game.

Awesome Photo by That Blonde Girl

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Be A Word Of Mouth Super Genius!

WHEN: Chicago: July 30 and September 4

Until now, only Wile E. Coyote could lay claim to the title Super Genius. No longer!

Our friend and WOM guru Andy Sernovitz is hosting a small-group word of mouth marketing seminar. Usually he only does private training for companies (yeah, the big ones) at a very large price, so this is a rare chance for 50 people to get the best introduction to word of mouth that there is.

We've arranged for a $250 discount for our friends! Use code "welovethebrandbox" when you register. (And you DO, don't you??)

This is a very practical, hands-on course (and if Andy's involved, it's sure to be a blast). In one intense day, you will:

• Master the five steps of word of mouth marketing
• Construct an action plan that your company can start using the very next day
• Get the same training that big corporations (Microsoft, TiVo, eBay) have received -- for a fraction of what they paid
• Know how to translate word of mouth marketing into real ROI
• Participate in an active, intense day of practical brainstorming (not boring theory)
• Learn from Andy Sernovitz, the guy who literally wrote the book on word of mouth marketing

Andy promises you will learn a repeatable, proven marketing framework that is easy to execute, affordable, and provides measurable results within 60 days. Click here to get more information and reserve your spot.

Note: Nope, I'm not getting anything in return for promoting Andy's workshop (I offered in fact), and I don't promote stuff I don't believe in. I just happen to think Andy is super smart, and that every company can and should be doing what he teaches. So off with you now. Go sign up.

Plurkshop #6: Measuring Social Media Effectiveness

Yesterday marked another fantastic Plurkshop, hosted by David Alston of Radian6, a groundbreaking social media monitoring company.

What is a Plurkshop?

Plurkshops started as spontaneous discussions on various topics over on the social networking site Plurk. They've evolved into regular discussions, scheduled specifically around certain topics, and open to the entire community. Fun, fast, and furious, they're chock full of great information. (If you'd like to get news of future plurkshops, follow @Plurkshop on Plurk).

Talking Social Media Measurement

Marketing, PR and Social Media types are abuzz with the importance of finding ways to measure the impact of companies’ engagement with social media. We discussed some of the key questions on everyone’s minds:

What makes social media efforts so difficult to justify?

The term “social media” has gained acceptance, but it can be misleading in literal translation. The “social” aspect of SM can create an informal (and incorrect) impression that these tools are only for casual personal relationships vs. building brands and value for companies. And the “media” aspect is often seen as just another broadcast vehicle, held to traditional marketing and media metrics that may not accurately reflect social media’s holistic community impact.

Many companies are wary of trying social media until and unless they see concrete and tangible results, and success from competitors can be a might fine motivator. A collection of viable case studies from established companies using these tools to their benefit will help blaze a trail for others to follow.

Perhaps a different question: is there a cost to not being involved? What are you missing if you’re unplugged from the Groundswell? The more examples like Dell, Zappos, Fiskars and GM we uncover across different industries, the more readily we’ll be able to get companies on the train before it leaves the station.

Why measure?

Companies using or considering social media as part of their communication strategy want to establish the true ROI of these online networks. And for marketers, accurate measurement of the impact is important to establishing credibility and long-term viability for these new tools in a business setting.

We’re able to point to positive effects that we think are being generated by participation in social media – increased customer satisfaction, sales numbers – but the hard line from social media to sales has yet to be drawn clearly. If we can create a direct connection between a company’s engagement with their community and their growth, we’ll have something powerful indeed.

What are we measuring, really?

David asked at one point “do you want to measure the ‘social’ or the ‘media’?” which sparked some interesting answers.

Focus on the word “media” seems to drive people to measure social media effectiveness in the same way we’ve evaluated traditional direct marketing or public relations efforts (impressions, response rates, website visits, sales figures). But the word “social” means we ought to be measuring the quality and depth of the relationships with people that are fostered within communities. That will require discovering metrics that are reciprocal, not just one way.

Is Return on Investment really the right term, then? Perhaps we need to consider a new “I” when it comes to social media. How about these:

• Return on Initiative. What are we reaping from the effort when we look at it holistically?
• Return on Interaction. Are you having better conversations with your customers and do they feel more connected to you?
• Return on Involvement. Does this change how involved your customers want to be with your business?

Listening is an (the?) important facet of any successful social media effort, because it creates an avenue for customers to directly affect the products and services they purchase. What do you think, can you effectively measure the importance and impact of listening? How?

What makes measurement difficult?

Social media is a long-term strategy that takes time to show quantifiable results, and the agility and patience to make adjustments along the way. The nature of relationship building means that the impact may not be immediately visible, but will grow and strengthen over time. But because relationships and other “soft metrics” like community building are hard to quantify, it can be even harder to tie social media to the ever-present bottom line.

Monetization is key for most marketers in order to establish the direct line from marketing time and dollars spent to revenue earned. But revenue developed through social media is often indirect, and follows a winding (and hard to track) path from company to community and back again. That lack of clarity is what often causes a company to dismiss social media as unproven, risky, inefficient, or not valuable.

Is there anything we can measure?

From David's arsenal:

• Mapping out the top influencers on a topic/brand and whether they are advocates (percentage of supporters amongst top influencers)
• Amount of “long tail” coverage (posts/commenting activity for or against your brand
• Tracking effectiveness of an outreach campaign/product launch over time (based on tracking WOM)
• Share of brand buzz vs. competitors online
• Engagement on website/forums/company blogs
• On topic inbound linking
• Total views/comments/unique commenters
• Level of engagement in commenting activity
• Speed of spread (how fast and idea is adopted and carried across all forms of social media)
• Social media to mainstream media hops (story growth beyond where it started) and vice versa
• Reaction time to engagement (most commenting activity happens in first 48 hours on a post)
• Comment acceleration (how fast a discussion on a topic is taking off/slowing down)
• Post sampling/collection (tweets, posts, comments are the new client testimonials)
• Favorites/diggs/vote counts
• Customer satisfaction (including tools like the Net Promoter Score)

So, what’s the case to be made for social media?

Social media is long term, and has to be viewed as an investment.

Social Media can support and strengthen other traditional marketing and public relations efforts by adding a listening channel.

Social Media is about building relationships, trust and community, not merely marketing.

If used properly, social media leads to more and better connections with customers.

Making a strong case for using social media in business seems to still be an uphill battle for many. From companies who seem downright afraid to talk to their customers to those who view these efforts as nothing more than productivity killers, social media advocates clearly have their work cut out for them.

Showing the true value of social media means collecting and sharing crucial case studies outlining companies’ success. Do you have great examples to share of companies who have successfully used social media to build their business and bring value to their customers? Please share them with us!

Special thanks to David Alston for hanging out with us and giving of his time and expertise. For more information on Radian6 and the great stuff they're doing, please check out their website.

Update: Check out Connie Reece's great post on the Plurkshop, too, along with a rundown of the participants!

Diluted Brands: Just Add Everything

I was talking to Jane Chin on Plurk about her conundrum of too many blogs, and too little focus, and she’s not alone. My feeling was that in today’s hyper-niched world – brought to you by the wide and vast internet – brands are forced to go narrow and deep instead of wide and broad in order to retain their relevance. I’m not the first to say this, of course. (Check out The Long Tail.)

Here’s why I’m adamant that a focused brand beats an “everything” brand any day (unless you're a bagel).

Managing expectations.
Focusing your brand means that your community always knows what to expect from you. This doesn’t mean that you never do anything innovative, it just means that your innovations are focused on the things that add value, interest, or dimension to your brand while still responding to the needs of your community.

Solving real problems.
As the saying goes, you can’t please all of the people all of the time, and if you try, you risk your brand feeling a little schizophrenic. But if you focus your efforts on the things you’re passionate about and you can do best, you’ll truly be able to solve problems for the community that needs you.

Longevity.
Brands that are built with purpose and depth have the foundation to endure, adapt, evolve.

Some discussion amongst the smart folk yielded a few examples of brands that may have lost their focus:

• Starbucks and their forays into music and chocolate?
• Mercedes by offering lower end cars for mass markets?
• Barack Obama by hitting the campaign trail with Hillary Clinton?
• Coke – too many varieties?
• Harley-Davidson and their cake decorating kit (no, I’m not kidding)
• Target – are they getting into too many things?
• Martha Stewart – just how many things can one license in how many quality/price tiers and still be competitive?

Do you have examples of brands that are diluted? How important is it for a brand to stay narrow and deep? What keeps a brand relevant to you even as they evolve? Let’s talk more.

Photo Credit: Bripc